INITIAL THOUGHTS : WHAT DO THEY NEED TO WORK ON?

• taking charge of their social media (currently a middle aged mess), and capitalising on its power 
• really engaging with the early adopters and opinion formers
• looking at how they dress, how they speak and interact, their language 
• needs to re-engage with its brand identity; sexy, stylish and has an attitude
• defining the brands identity instantly
• injecting some life and relevance back into the company 
• producing clothing that people will hype about; its all about the hype; develop something that will get people talking, and that will get people excited
• whats going to get you noticed, and get you featured in influential, forward thinking magazines such as i-D, and Dazed with such a strong, sustained cult youth following? 
• whats going to turn you into a cult brand?