STRAT: BY PALACE TO KILL PALACE
PROBLEM: PALACE IS A SKATING BRAND THAT HAS LOST ITS WAY, BECOMING MORE ABOUT HYPE THAN HERITAGE.
SOLUTION: DE-BRAND PALACE BY STRIPPING THE BRAND BACK TO ITS ORIGINAL SKATING GROUP, 'WAYWARD BOYS CHOIR' (WBC).
Palace is a London-based skateboard shop and clothing brand established in 2009. The brand was primarily heavily worn by founder Levent Tanju and his skate team, Palace Wayward Boys Choir, but since then, it has evolved into one of the most successful street wear brands of its day.
We want skating culture to be at the heart of everything Palace does, so here's how we kill it off.
STEP 1: PALACE, DISGUISED AS WAYWARD BOYS CHOIR, INVITE POPULAR SKATERS TO DESTROY THEIR STORES SECRETLY OVERNIGHT, TAGGING IT WITH WBC GRAFFITI AND SIGNALLING THE END OF PALACE.
STEP 2: WAYWARD BOYS CHOIR HIJACK PALACE’S SHOP & WEBSITE AND BEGIN SELLING THE ORIGINAL PALACE PRODUCTS AT THE CHEAP PRICES THEY USED TO BE.
STEP 3: PALACE RELEASE A STATEMENT IN THEIR SKATING MAGAZINE, APOLOGISING IF THEY’VE LOST THEIR WAY. AS IT‘S RELEASED IN SKATE MAGAZINES, ONLY THE DEDICATED SKATING COMMUNITY WILL KNOW ABOUT THE CHANGE AND BRING ABOUT THE DEATH OF THE HYPE BEAST.
STEP 4: THE SKATERS APPROACHED BY PALACE DROP HINTS ON THEIR SOCIAL MEDIA PLATFORMS TO SPREAD THE UNDERGROUND MESSAGE FURTHER. (THEY WOULD BE ASKED TO DESTROY PALACE ITEMS ANY WAY THEY WANT AND SHARE IT THROUGH THEIR SOCIAL MEDIA).
STEP 5: PALACE CLOTHING TO BE DISCONTINUED AND WAYWARD BOYS CHOIR TO TAKE ITS PLACE.