marketing plan presentation
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MARKETING STRATEGY OF RE-POSITIONING OF ONLINE PLATFORM
FINAL ASSIGNMENT - FASHION MARKETING AND COMMUNICATION
Olivia Llagostera and Maria Eugenia Errobidarte
Introduction
Low presence in the online platform
Re-Creation of the Givenchy Website
Development of iPad/iPhone Application
Recreation of Brand Identity
+
Rich Media Experience
Introduction
•Extend their luxury experience.
•Get an added promotional experience.
•Receive a one to one experience.
•Provide a viral experience.
•Build a relationship with the user.
•Reach a wider target yet still maintain an exclusivity amongst other luxury applications.
•Focus on members of the fashion industry.
ENGAGEMENT
INTERACTION
Company Analysis
Avant - Garde
Elegant
Innovative
Gothic
Romantic
Melancholic
Sensual
Tailoring
Past Brand Identity Current Brand Identity
Chic
Lady-like
Innovative
Elegant
Re!ned
Classical
Pure
Slightly severe
Aristocratic
Challenge•To correspond the labels digital media to their intrinsic use of the offline campaigns.
Goals•To reposition Givenchy within the online platform.•To create brand awareness and loyalty.
Objectives•To increase the level of interactivity that Givenchy has with its customers.•A new direct communication channel between the company and users. •To create conversation, win in#uences and ambassadors, in order to achieve honest talk and viral experience.•Becoming a top fashion label visited website.
Challenge
“Consumers today, don’t simply talk and text on mobile phones - they browse, shop and buy”.
“Fifty- seven percent report using mobile apps multiple times per day”
“34 percent of affluent respondents saying they’ve downloaded applications to their smart phones, with another 11 percent saying they intend to do so in the near future.”
We are looking for loyalty, a quintessential service leading to a selected brand awareness.
•Keeping up with technology.•Seeking a relationship with the customer.•Ease the communication between the brand and the user.
To reach users at each step in the marketing funnel
• Awareness• Persuasion• Loyalty
Justi!cation
TARGET I
Gender Female and MaleAge 21-40
Income A, BEducation Bachelor’s DegreePosition Fashion Industry - Celebrity - WealthySocioeconomic Status High
Lifestyle Style conscious, attend fashion shows and after-parties, commonly seen in galas and important events.
Adopter Category Innovators and Early AdoptersSimilar Labels (Prêt-à-Porter: Balenciaga, Emanuel Ungaro, Chanel, Alexander McQueen) (Haute Couture: Chanel, Anne Valérie Hash).
Customer
Brand Loyalty Very brand loyal.Purchase Description Rational or impulsive buyer.Shopping Drivers Fashion superiority, style, !tting, design, quality.Fashion Dependance High fashion dependancy.Example Customers Vanessa Traina, Liv Tyler, Julia Restoin-Roitfeld, Emmanuelle Alt, Giovanna Battaglia, Lauren Santo Domingo, Mariacarla Boscono, Caroline Sieber, Elin Kling, Pelayo Zápico.
TARGET II
Gender Female and MaleAge 18-30
Income B, C1Education Bachelor’s DegreePosition Students - WorkersSocioeconomic Status Middle - High
Lifestyle Style conscious, read fashion magazines, follow blogs, computer-savvy.
Adopter Category Early MajoritySimilar Labels (High Fashion Accessories: Chanel, Balenciaga, Louis Vuitton, Gucci) (Pronto Moda and Premium Brands: Zara, H&M, Topshop, COS, Sandro, ACNE)
Brand Loyalty Low loyalty.Purchase Description Rational or impulsive buyer.Shopping Drivers Style, designFashion Dependance High fashion dependancy.
• Weekly magazine you can read, watch and shop wherever you are. • Sharing items with your friends.• Shop complete looks direct from their shoots• Add your favorite pieces to wish list.
• “My Life in This Bag” application. Focused on their D-bag collections, this application shows six owners open their bags, lives and address books to browsers. • Video clips, maps, reading lists and photographs are all included, as well as a 360º view function of each bag and additional information on colors and materials.
• A free application on iPad stations all over their #agship store in New York. • Allowed buyers to virtually customize the “Cube Jacket” in any number of combinations. • Play Rubik’s Cube• Win a trip to Milan
• 360º look on the Louis Vuitton Spring 2011 RTW fashion show. • Streamed live on Facebook.
Net-a-Porter
Tods
MaxMara
Louis Vuitton
Benchmark
• Videos and photographs narrating the stories behind the product• Zoom feature from multiple angles allowing shoppers to discover the item inside out a• On every product, shoppers can click on links that direct them to videos, news items, photos of celebrities wearing a product. • In store iPad stations.
• Free membership• The !rst 10,000 iPad owners to join as a new member will receive a $10 credit. • Use pinch-and-zoom to full details in full screen mode. • Sale alerts sent straight to iPad in order to never miss a sale.
•Browse their complete collection of bags, shoes and ready-to-wear• Create and share wish lists on the go• Watch their seasonal videos and shop directly from the lookbook• Locate their nearest store and out their details• Keep up with the latest Mulberry news via the blog.
Gucci
Gilt Group
Mulberry
Benchmark
Advantages•Awareness and improvement of sales.•A more engaging and retaining user.•Responding to the needs of the future potential customer.
Disadvantages•Lack of loyalty.•Losing brand identity and exclusivity.•No brand differentiation.
Alternative Strategy
Provide and iPad/iPhone application free of charge and available to everyone.
Online Distribution
Multi brand e-commerce sites:•luisaviaroma.com•mytheresa.com•selfridges.com•colette.fr•farfetch.com
Accessory multi brand e commerce sites:
•netaporter.com•brownsfashion.com
Selected Strategy: Place
Online Platform
Givenchy Website iPad Application iPhone Application
A quicker, easier, and more enjoyable online experience
• Credit Card security• Fast delivery time• Privacy assurance• Return policies• Cross Selling• Service control• Monthly information and Newsletters
HOUSE OF GIVENCHY
COLLECTIONS
VIDEOS
ADVERTISING
BEAUTY
STORE LOCATOR
SIGN IN
VERSION FRANÇAISE CONTACT PRIVACY / LEGALSITE MAP PRESS ROOM
Selected Strategy: Product
HOUSE OF GIVENCHY
COLLECTIONS
VIDEOS
ADVERTISING
BEAUTY
STORE LOCATOR
MEN WOMEN
SIGN IN
FALL WINTER 2010
SPRING SUMMER 2010
SPRING SUMMER 2011
VERSION FRANÇAISE CONTACT PRIVACY / LEGALSITE MAP PRESS ROOM
CONTACT PRIVACY / LEGAL
HOUSE OF GIVENCHY
COLLECTIONS
VIDEOS
ADVERTISING
BEAUTY
STORE LOCATOR
SITE MAP
HAUTE COUTURE READY TO WEAR PRE COLLECTION CAPSULE ACCESSORIES
SIGN IN
WOMEN - FALL WINTER 2010
LOOKS
VIDEO
VERSION FRANÇAISE PRESS ROOM
VERSION FRANÇAISE CONTACT PRIVACY / LEGAL
HOUSE OF GIVENCHY
COLLECTIONS
VIDEOS
ADVERTISING
BEAUTY
STORE LOCATOR
SITE MAP
HAUTE COUTURE READY TO WEAR PRE COLLECTION CAPSULE ACCESSORIES
SIGN IN
WOMEN - FALL WINTER 2010
LOOKS
VIDEO
PRESS ROOM
LOOK 09
TOPBlack and beige pullover with white turtleneck and red inserts on arms. Ribbed bottom hem, cuffs and turtleneck. Black epaulets and elbow patches. Pull on style.
TROUSERSBlack cropped wool trousers. Detailed waist band. Two slit pockets on the front. Hook-and-bar top closure with zipper fly.
SHOESBlack leather lace-up booties. Four oversized covered eyelets. Back zipper closure on heel. Pointed cap. Leather upper, in-sole, and sole.
SHOP THE LOOK >
VIEW DETAILS >
11
CONTACT PRIVACY / LEGAL
HOUSE OF GIVENCHY
COLLECTIONS
VIDEOS
ADVERTISING
BEAUTY
STORE LOCATOR
SITE MAP
SIGN IN
WOMEN - FALL WINTER 2010
VERSION FRANÇAISE PRESS ROOM
LOOK 09
TOPBlack and beige pullover with white turtleneck and red inserts on arms. Ribbed bottom hem, cuffs and turtleneck. Black epaulets and elbow patches. Pull on style.
TROUSERSBlack cropped wool trousers. Detailed waist band. Two slit pockets on the front. Hook-and-bar top closure with zipper fly.
SHOESBlack leather lace-up booties. Four oversized covered eyelets. Back zipper closure on heel. Pointed cap. Leather upper, in-sole, and sole.
SHOP THE LOOK >
VIEW DETAILS >
MEN
FRAGRANCE
MAKE-UP
SKIN CARE
GIVENCHY SPAS
CHILDRENWOMEN
11
HAUTE COUTURE READY TO WEAR PRE COLLECTION CAPSULE ACCESSORIES
LOOKS
VIDEO
CONTACT PRIVACY / LEGAL
HOUSE OF GIVENCHY
COLLECTIONS
VIDEOS
ADVERTISING
BEAUTY
STORE LOCATOR
SITE MAP
Ange ou Démon Le Secret
SIGN IN
WOMEN - FRAGRANCE
VERSION FRANÇAISE PRESS ROOM
Play for Her
EauDemoiselle de Givenchy
Ange ou Démon
Winter Frangances
Amarige
Ysatis
SKIP VIDEO >
Password
SIGN INForgot your password?
COLLECTIONS
STORES
VIDEOS DOCUMENTARY
BEAUTY
NEWSADVERTISING
ADVERTISING NEWS
MENWOMEN
CHRISTINE
PROFILE >
COLLECTIONS STORES NEWS VIDEOS DOCUMENTARY ADVERTISING BEAUTY
ACCESSORIES READY-TO-WEAR
FALL WINTER 2010 SPRING SUMMER 2010
HAUTE COUTURE PRE COLLECTION CAPSULE
SPRING SUMMER 2011
CHRISTINEPROFILE >
•Pictures taken in the Givenchy studio.•Maximum of 4 taps.•Moving lookbook.•Search Bar short-cut to avoid going back to menu as well as saved search content.
LOOK 25
SHIRTCotton white shirt. Classic collar. Straight hem.
JACKETLeopard print cotton gabardine jacket. No closure. Cotton lining.
SKIRT PANTBlack candy skirt trousers. Side zip closure.
SHOESBlack leather lace-up booties. Four oversized covered eyelets. Back zipper closure on heel. Pointed cap. Leather upper, in-sole, and sole.
SIZE AND COLOUR AVAILABILITY >
VIEW DETAILS >
17
CONTACT PERSONAL SHOPPER >
CHRISTINEPROFILE >
COLLECTIONS STORES NEWS VIDEOS DOCUMENTARY ADVERTISING BEAUTY
ACCESSORIES READY-TO-WEAR
FALL WINTER 2010 SPRING SUMMER 2010
HAUTE COUTURE PRE COLLECTION CAPSULE
SPRING SUMMER 2011
•Product availability in colour and size needed in speci!c boutique.•Tap on the heart will mean it’s one of user’s favourites.•Components of the garment.•E-mail or call a stylist for help, garment combination or alterations.
Spring Summer 2011 Ready to Wear Collection. Look 28.
Audrey Hepburn and the little black dress. Documentary.
Fall 2010 advertising campaign. Featuring Lea T.
Haute Couture Fall 2010. Look 04.
Fall 2009 advertising campaign. Featuring Adriana Lima.
Fall 2009 advertising campaign. Featuring Adriana Lima.
Vanessa Traina wearing Fall 2007 studded leather jacket.
CHRISTINE (35)PROFILE >
•Information on Givenchy shopping and favourites.•Customised mood board depending on user’s heart likes.•Possibility to share via Facebook, Twitterpic or E-mail as well as to other users in the Givenchy Membership.•Option to move objects according to taste.
COLLECTIONS STORES NEWS VIDEOS DOCUMENTARY ADVERTISING BEAUTY
CHANGE LOCATION >
Givenchy28 Rue Fbg St Honoré
75008 Paris, France
+33 1 42 68 31 00
CHRISTINEPROFILE >
YOUR NEAREST STORE
•Members will be located through iPad/iPhone GPRS.•Givenchy will automatically show them their closest store.•Change location option in order to !nd different stores.
SHOWROOM
WHO? WHEN? WHERE?
VIDEOS DOCUMENTARY
BEAUTY
NEWSADVERTISING
ADVERTISING NEWS
KATIE
PROFILE >
SHOWROOM WHO? WHEN? WHERE? NEWS STORESBEAUTY
DOCUMENTARY
KATIE
VIDEOSADVERTISING
PROFILE >
FALL WINTER 2010 SPRING SUMMER 2010 SPRING SUMMER 2011
ACCESSORIES READY-TO-WEAR HAUTE COUTURE PRE COLLECTION CAPSULE
PRESS RELEASE >
INSPIRATION >
•Press Release information.•Visual inspiration.
LOOK 22
DRESSNavy blue sleeveless dress with crossover drape. V-neckline. Gathering and ruching at back. Hidden side zipper with hook-and-eye closure. Hidden button snap closure on side.
HAIRBANDBlack leather hairband. Adorned with suds.
CUFFSGold-plated armour inspired.
SHOESBlack stiletto leather strappy sandals. Ankle strap with tonal buckle closure. Pointed cap. Covered heel. Leather upper, in-sole and sole.
SIZE AND COLOUR AVAILABILITY >
VIEW DETAILS >
33
CONTACT FOR LOOK >
KATIEPROFILE >
SHOWROOM WHO? WHEN? WHERE? NEWS STORESBEAUTY
DOCUMENTARYVIDEOSADVERTISING
FALL WINTER 2010 SPRING SUMMER 2010 SPRING SUMMER 2011
ACCESSORIES READY-TO-WEAR HAUTE COUTURE PRE COLLECTION CAPSULE
+
•Direct link between garment and person to contact.•Size and colour availability in boutique and e-commerce.
KATIEPROFILE >
SHOWROOM WHO? WHEN? WHERE? NEWS STORESBEAUTY
DOCUMENTARYVIDEOSADVERTISING
KATIE GRAND - STYLIST & FASHION EDITOR
KATIE (16)
AGENDA
CONTACT
PERSONAL STATUS
Next LOVE Magazine issue to be released on the 3rd of January!
NETWORKS
All
S M T W T F S
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
< >December
OTHER INFORMATION
Chief editor of LOVE Magazine in UK and freelancer in the styling
industry. SPRING SUMMER 2011
LOOK 10PRE-COLLECTION
+144 207 287 9890
ORDER STATUS: Despatched
Claire Wilson
•Personalised •Customisable agenda (adding phone number and e-mail address of working partners).•Customisable pro!le.•Personal calendar offered with latest Givenchy news as well as users additional events.•Photo scroll bar showing members ordered looks as well as current order status.
In-Store Advertising• In store iPads
Online Advertising• Foursquare• Blogs• Sharing (Facebook and Twitter)• Website• Magazines
Printed Advertising• Magazines• Banners
Selected Strategy: Promotion
Selected Strategy: PromotionPromotional EventInvited guests will include:
• Bloggers• Celebrities• Buyers• Fashion Editors• Journalists• Press•Stylists
Calling the attention of media and reaching its desired audience.
LogisticsIn order to create the applications, Apple has a !le explaining the process step by step. There are two ways to get it:
•PDF File iOS Developer Guide•developer.apple.com
iPad and iPhone Price•Enroll on the Apple site•$99 per year
Website Price•Estimate of $2.000•Development $3.500
Selected Strategy: Price and Logistics
Total $5.599
Fashion show Video
News Sharing Behind the scenes
Stores Collections & Lookbook
Competitive Advantage
Chanel x x x x x
Hermès x x x x x x
Gucci x x x x x x• Music Mix• Little Black Book• Gucci Sneak Peak
Louis Vuitton x x x x
Diane Von Furstenberg
x x x x x x• Exclusive Designs• Music• iPhone case
D&G x x x x x
Ralph Lauren x x x x x x• Designer at work• Designer inspirations
Hugo Boss x x x x x x• Color matching feature• Wish list
Dior x x x x x
iPad / iPhone Apps
Competitors
Fashion show Video
Product details
Sharing Buy online Stores Collections & Lookbook
Competitive Advantage
Yves Saint Laurent
x x x x x• Moving Lookbook• Video mix
Gucci x x x x x x • Personal Shopper
Louis Vuitton x x x x x x• Wish List• Making of
Chanel x x x x x
Alexander McQueen
x x x x x • Runway Archive
Prada x x x • Prada Book
Website
Competitors
•Applications are invitation only leading to selected brand awareness.
•Buyers section will give them a higher signi!cance. The applications will be more than just “leisure”
•A personal mood board
•A differentiation towards other luxury applications by making it “exclusive”
•Agenda
•Calendar
•Personalisation of Pro!le
Competitive Advantage
Online Communication vs. Popularity
Positioning Maps
Online Presence vs. Exclusivity
Positioning Maps
Socio Cultural• Customers have become more experienced and computer literate• Increased demand for new technology, in schools and professionals• Teenagers having a high purchasing power and are very brand conscious.• Internet provides products and services with faster and easier delivery • The internet has facilitated the development and maintenance of social relations.
SLEPT Analysis
Legal• The iPad development model requires the business to sign a non-disclosure agreement and pay for a developer sibscription• Apple’s App Store, imposes censorship of content• Privacy Policies• Disclaimer
Technological• Internet availability and usage is growing and leads to good opportunities for the industry• Vast amount of information available and quick, easy, inexpensive posts and disseminates information and makes this information available to a large audience• Web has enabled new models for commerce, trade and business.
Economic• Financial crisis of 2007-2010 due to shortfall in the United States bank system.• After the release of the iPad in April 2010, it sold 3 million of the devices in 80 days. • During the second quarter of 2010, Apple had sold 4.19 million iPads around the world.• The Apple iPad has gained a 95% share of tablet PC.
Political• Company relies on third party patents• Company results could be affected if found to have infringed intellectual property rights• Ability to offer wide variety of content at reasonable rates can be affected• Subject to certi!cation and regulation by government and standardising bodies• Process is extensive and time consuming.
SLEPT Analysis
Weaknesses• Hard to control who the information will get to. • People not owning an iPhone or an iPad will not get the full Givenchy experience.• Apple’s app imposes censorship of content. • The tablet isn’t provide with Adobe Flash player therefore the website won’t be able to work at tits fullest potential.
SWOT Analysis
Strengths•The audience is technology dependent.• Sense of exclusivity to the Givenchy users.• Free application, allowing the costumer to get all the information desired with no expenses. • Customer loyalty / relationship.• Customer-oriented experience.• Providing a 24/7 service.• Customer Relationship Management.• Low cost application, as well as the online digital #agship store.
Threats• Low attention span of users on the internet.• Due to the low entry barrier on the online platform, there are many competitors• Certain bans of the internet depending on different countries.
Opportunities• An extended level of interactivity with the Givenchy costumer.• To become a highly visited website by consumers as well as a one of the primary fashion applications downloaded by the Givenchy target. • An increase in sales. • Continuous growth of the internet.
SWOT Analysis
Long term• Developing Exclusive collections / garments sold through iPad - iPhone applications only.
• Freebies - once the strategy has been launched and by analysing the in#uence of the fashion bloggers, Givenchy will give away clothing and accessories to these.
Future Strategies
Short Term •Design a Givenchy iPad and an iPhone Case.
• Offering wallpapers.
• Optimize mobile and web search engine.
After a research of the Givenchy label, we found a niche in the internet platform to be !lled. Repositioning the brand online and creating an application both for the iPad and iPhone will have the following outcomes:
•An increase in sales.
•A higher brand awareness amongst Givenchy’s selected target.
•A demand within the fashion industry of the Givenchy iPad - iPhone application.
•Loyal customers and strong relationships with its users.
•Strong CRM.
•A leader amongst other luxury brands within the digital platform.
•An application facilitating the work of members from the fashion industry in a way where it becomes necessary.
•To become a highly visited website.
Conclusion