G Star Raw are a private company, meaning they do not release their finances publicly. This makes it difficult to determine their marketing budget. However, research shows that businesses tend to allocate 10% - 20% of this budget to rebranding (Lauck, 2014). And it was also discovered that for larger companies, this tends to be £60,000+ which is definitely feasible for such a large brand. The film and photoshoot are expected to cost no more than a normal campaign would, meaning our concept is definitely achievable.