The Knowledge look and feel

our marketing strategy

We are all part of the environmental movement
It is our strategy to involve and engage our friends and fans in our Knowledge cause. We believe it is good for our brand and our business. But above all, we believe it is vital for our planet. We do not need to take political positions, our driving force is greater than that. Our motivation as a brand extends across all social and cultural boundaries and political divisions.
What looks good on the outside should feel good on the inside
To us – and to our many brand followers – style and fair fashion go hand in hand, and we always do what we can to push things in the right direction. We take pride in the fact that all our clothes are produced by certified manufacturing partners. Being transparent and honest in regards of manufacturing is just as important as the design.
The way we communicate as a brand is basically divided into three story layers…
Power of Knowledge
– Global movement
Friends of Knowledge
– Make a difference
Style of Knowledge
– Take action
Power of Knowledge
This communication layer tells about our constant search for knowledge and how it drives innovation at our company.
Motto: Gain Knowledge
Friends of Knowledge
Here we highlight people, friends and partners who share our vision and live in accordance with the values we believe in. Authentic people around the world who do the things they believe in to make a difference – to make the world a better place.
Motto: Live Knowledge
Style of Knowledge
This is where we highlight our products to inspire people to make a better choice. We believe that it’s possible to take action and show the world what you stand for by your choice of clothing.
Motto: Express Knowledge

The golden circle

Our communication follows a consistent line where all parts support each other. Based on our core values, we create a visual idea, add a creative concept and present a product that embodies the message. The concept is consistent across all channels, from newsletters, website and social media to advertising, advertorials and in-store exposure. Each campaign is monitored and the outcome is used as input in the planning of future efforts.

The Knowledge persona

About the brand persona
When we describe our persona, we talk about the ideal image of the brand's consumer. People who are fans of KnowledgeCotton Apparel are part of a mixed crowd. However, our brand persona mainly attracts consumers among urban groups of people.
Making a choice means taking a stand
Our consumers are committed to a healthy, active lifestyle and caring about human and animal rights. We find that Knowledge has a strong position among environmentalists, nature lovers and outdoor adventurers. They wear our brand because of the attractive design, but also because of what it represents – how it makes them feel.
People who represent this attitude, we call tribe leaders. These are the people that help us make way for our brand and our vision, and therefore the ones we like to address in our top of funnel marketing efforts.
The Knowledge fan base
We are happy to see that our consumers and our fan base align with the Knowledge persona and that they gravitate towards the persona characteristics.
Of course, not all people can live in the same way, but the people we turn to and design for all want to make a better choice. They sympathize with values such as awareness and respect.
Although our target group is quite diversified, we find the greatest interaction to be among young adults, both men and women, who have a practical and functional view of clothing. They are 25–35 years old (–5 / +10), studying or just graduated, have their first or second job, and some may have had their first child. They appreciate quality products and like to choose hybrid products with a multi-functional and soft outdoor approach that works in the city but can also accompany them on outdoor activites. Casual and down to earth but still with a conscious style that they are happy to display.
By profiling our products and our brand based on the Knowledge persona, we create excitement and attractiveness among our target groups, who want to define themselves by these core values.

Our target groups

People who are fans of KnowledgeCotton Apparel are often found among urban, conscious groups of people. People that are committed to a healthy, active lifestyle and a more sustainable way of living – by consuming responsibly, eating responsibly, traveling responsibly, and caring about human and animal rights. We find that the brand has a strong position among environmentalists, nature lovers and outdoor adventurers.
People who represent this attitude, we call tribe leaders. These are the people that help us make way for our brand and our vision, and therefore the ones we like to address in our content marketing efforts.

A carefully controlled digital marketing routine

Our ambition is to inspire change, a task that we do very successfully with our way of working in digital media. We conduct our digital marketing routine in a very controlled manner and every effort is carefully monitored and analyzed. The statistics are utilized continuously to tweak the messages and identify target groups in order to maximize the outcome.
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