Fashion brand New Yorker has launched a new contest called the “Brand New Challenge,” in which market research and analysis students compete to create a marketing strategy for New Yorker based on prior market analysis and segmentation. New Yorker has addressed 160 universities in 32 countries to take part in the global competition. Universities may sign up until June 15, after which the ten best teams will win trophy money for submitting their contributions. 

During 14 weeks of handling time, the participants will have to gain an overview of their home countries’ fashion mass market - including consumer behavior and lifestyle perspectives - and address the New Yorker brand and its local perception. The second part of the contest consists of the development of a marketing strategy that tackles existing and potential New Yorker customers with according tactics. The input has to be submitted by October 1 at the latest and New Yorker will announce the winner by November 1. The first place team will be awarded €5,000 and will have the opportunity to intern at the New Yorker headquarters.