Sony's Playstation division was eager for its consumers to purchase apparel branded with their logo--as a way to extend their brand and reinforce customer loyalty. They had created and distributed a catalog of Playstation apparel, but sold almost nothing in six months. They turned to us for a solution.

Our research showed that while the typical Playstation consumer was an 18 - 24-year-old male, the garments in their catalog were targeted to 40 + males. In addition, the catalog prices were higher than what their end user was spending at retail.

The apparel collection developed for Playstation--which included metal zipper pulls, rubber patches and a trendy acetate fabric--was a big hit in both their online and retail stores. They posted pictures of the garments on their Web site--and quickly sold half of their inventory before they had even taken delivery.