Index Introduction Brand story Brand core and values Target Distribution The market Expansion strategy Positioning Communication background PR Objectives Communication strategy Communication tools Media pitch Actions Calendar Budget ROI Conclusion References
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Introduction The aim of this project was to develop a PR plan for a selected brand over a period of one year. This project will cover the launch of Givenchy in the Swedish market and with their store opening in Stockholm.The aim for this campaign will be to bring brand awareness to the Swedish market and to implement the Givenchy core and values. The plan is based on Givenchys previous actions through out their years and with an analyse of Swedish market of how to bring the best awareness to the northern country. This was done so that the media pitch would reach the right target and to give the brand awareness and the right opportunities for the opening in Stockholm, Sweden.
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Brand story Givenchy is a french fashion house and was founded in 1952 by french fashion designer Hubert de Givenchy who had the opportunity to design for icons like Audrey Hepburn and Jacqueline Kennedy. Givenchy was known for his modern way of creating garments and he was also the first high fashion designer to crate a a luxury ready to wear clothing line. In 1959 he created his first fragrance for men and in 1971 they expanded their variety in products and started to create shoes, jewellery, ties and kimonos. https://www.givenchybeauty.com/en/history After the retirement of Hubert de Givenchy the brand have had several designers working for them, such as John Galliano, Alexander McQueen, Julien MacDonald and Riccardo Tisci who all have contributed with their creativity. John Galliano who was a British fashion designer and worked for several big luxury brand such as Dior and Maison Marginal was the head of design at Givenchy between 1995- 1996. After that they hired Alexander McQueen who was their head of design at Givenchy between 1996-2001. Then Julien MacDonald was their head of design at Givenchy from 2001. All this designers have had an big impact on the brand Givenchy creating the most cool, chic, feminine, elegant and sensual garments of our time.
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Brand core and values • • • •
Innovative fashion Luxurious femininity Timeless future Graphic and structured silhouettes
Givenchy as a brand plays with bringing its heritage and spirit in to the future with the help of combining pure lines and graphic structure. Something that we see a lot of in the garments and making of the collections is elegance, romanticism, sensuality, femininity, futurism and with a touch of cool chic. They use the colour palette of white, black, beige and nude with accent of bright hues. metal sheen, animal and flower prints. The brand likes to create garments with a mix of different styles and fabrics that give out a high sense of passion, drama and strength. They play with attitude, female power, gothic inspirations and garments with a high standard and with a lot of pondus. They are not afraid to be weird and to go a bit outside the box when creating and that is what makes it a fashion brand right in the time
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Target Givenchy target is primar y women between the age of 22 up to 45 years old. With products from ready to wear collection with a high starting price we can clearly see that Givenchy is used by high class and famous people. With the design and styling we could see that their products would fit a 25+ woman/man with a high sense of personal style. Because of its high price point there is currently consumers that is outside the target market but with the hope that one day they will move into the brand demographics one day and by then a l r e a d y b e l oy a l t o t h e b r a n d . (“Behance�)
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Distribution Givenchy is world wide with their operations divided between European countries that stands for 42 percent of the business, China with 18 percent, Asia-Pacific with 14 percent, America with 12 percent, Middle east with 7 percent, Japan with 4 percent and the rest of the world stands for 3 percent. As we can see their main operation is in European countries. https://en.wikipedia.org/wiki/Givenchy
The market Givenchys goal is to make clothes that stick out and makes you stand out from the crowd. The brand makes clothing for women and men that has attitude is confidence and is artistic in the way they dress and not afraid to stand out. Givenchy is a french fashion house and with high competitors like Saint Laurent and Maison Margiela. They all create haute couture and ready to wear and are one of France high end brands, with a similar style to each other and price range the competition at the French market is high due to the capital of european fashion is located in Paris.
Expansion strategy Givenchy has had a impressive growth in the past years and have since 2013 had a plan to open up 26 more boutiques to make the brand the change to grow with the ongoing demand of their garments. http://www.vogue.co.uk/news/2013/11/07/givenchy-expansion-growth-store-openings Their strategy for the future is to expand the brand in the US market and they use a clear positioning of the new stores that reflect their brand core and values. As a creative and art orientated brand they chose to open up a store in Miami in the city design district. They also have their focus on New York and will set up a store on Madison Avenue. https://www.luxurydaily.com/givenchy-continues-to-expand-in-us/ They already have a good brand awareness in the US and through a press realise they also announced that they have as a future goal to expand their stores in the whole country. to be able to meet their demands. With the expansion they have chosen to show their spring 2016 collection at New York fashion week instead of the Paris fashion week, but this is only for the launch in the US market and will only be done to show case that they are entering the market. http://fashionista.com/2015/06/givenchy-new-york-fashion-week
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Communication background When investigating the previous strategy for Givenchy and how they bring awareness to the brand it showed several tactics including digital and outdoor advertisment. Social media is a big part of their advertisement and public relations with a high amount of followers and activity on their different platforms Givenchy uses it to promote through channels like Twitter and Instagram. They also use the platform youtube.com to stream their collection when showing on fashion week. Another communication tools they use is celebrities and musicians who choose to wear their designs in numerous tours and events. We have seen celebrities as Beyonce, Madonna an Kanye West use their clothes on stage and also everyday life. This is a excellent way to cover free press from all angles. Because of its position in the market as a high luxury brand they automatically get a lot of free press because of their exclusivity. They concentrate a lot on the relationship between their clients instead of focus so much on payed press (“Behance�).
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PR Objectives • The main objective for my public relation strategy will be based on: - The ready to wear collection of fall/ winter - The designer - Opening of store in Stockholm - Bring awareness • Build up curiosity, desire and excitement for the opening of store among online and offline media sure to • Make communicate the ready to wear collection and the process of it. • Stories about the prestigious french fashion
and the Givenchy brand core • Exclusive Interview of the designer and brand ambassador
- Storytelling of the process, designer the main idea behind the creation
• There will be several actions made in top fashion magazines in Sweden to make sure that our target will be aware and that the main fashion world knows that Givenchy is expanding.
- Interview about the
- Brand ambassador - Editorials - Launch of new collection Communication Strategy
• The main actions will be about bringing brand awareness to the brand and their values, through out different medias
The communication strategy will be working to increase the brand awareness for Givenchy in the Swedish market. To make sure that the target knows the brand core and values. The making of a collection and how they work with creativity and innovation for the future in fashion. One main point that will be taken to consideration through out the strategy is to make sure to point out the soul of the brand and their vision of the future, also where they get all inspiration from so that the target will be sure of what to expect from Givenchy
• Use an artist with the same values and artistic core for creativity
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Communication tools Storytelling: To create brand awareness and to make sure to implement Givenchy as a brand into the Swedish market there will be several pieces of content in different magazines chosen in the Swedish market. There will be a usage of editorials, inter views and product advertisement set out in the different medias such as blogs and paper magazines Press release: An press release will be made to make sure that the Swedish media will be well informed about the opening of Givenchy in Stockholm, Sweden. Content: Through the help of lookbook and brochures made out of the latest collections and about Givenchys brand values and core the press and bloggers will be well aware about what Givenchy stands for. This is something that will come together with the press release. Lookbook: To make sure that the selected media knows about the latest collection.
USB: In the USB the press will find a folder of the collection, press pictures and background information about GIvenchy, this to use for future editorials. Invitation card: There will go out an invitation card to the main press and bloggers about the opening of Givenchy store. In the card they will find the information about when the press release will take place and also information about the dinner that will take place later on the evening. The invitation of the dinner will be send out in good time before the opening of the store. Goodie bag: Each guest will be given a goodie bag with sponsored material. E-Cards: To make sure to show the precision of the press coming at the press release and to be apart of the opening of Givenchy in Stockholm there will card send out to thank everyone for coming, this to maintain a good relationship between Givenchy and the press for future work together. 10
Media Pitch For the launch of Givenchy in Sweden we will have a close relationship to the editors and make sure to communicate regarding upcoming editorials, interviews and the content for the different communication activities.
Media targeted
- Fashion and lifestyle magazines - Online magazines - Fashion and lifestyle blogs
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ELLE magazine: ELLE magazine is a world leading fashion magazine and brand, existing in 60 countries and reach 21 million readers. They have a rich mix of fashion, beauty and culture that invites women to have fun and find their own personal style with experimenting with trends that come and go. https:// business.pinterest.com/en/success-stories/elle-magazine Type: Fashion Target: Woman, 35+ Circulation: 210 000 h t t p s : / / e n . w i k i p e d i a . o r g / w i k i / List_of_magazines_by_circulation
Cosmopolita magazine Cosmopolitan magazine has been alive for over 50 years and exists across 79 countries with a global reach pf more than 100million people. Their main goal is to celebrate, inspire and engage female across the world. It is a magazine for the moder n woman. http://www.hear st.co.uk/br ands/ cosmopolitan Type Fashion and Lifestyle Target: Woman, 25+ Circulation: 405 308 online and 4,6 million unique users/ month. 12
StylBy magazine: StyleBy magazine is a Swedish fashion media brand that focus on showing the best from Scandinavian and international designers. Focuses on personal style and new fashion. Is an award winning magazine and publish eight issues a year. Is available offline and online. http://styleby.nu/about/ Type: Fashion Target: Woman, 20+ Circulation: 27,700 http://www.bonniertidskrifter.se/BT/mediekit/StyleBy_ENG.pdf
Metro mode magazine Metro mode magazine is available online and offline and is a free paper, with a focus on giving their readers the latest trends in fashion, beauty and design. Distributed in 67 towns and cities throughout Sweden.They also have a numerous of influence bloggers in the genre of lifestyle. They give out 4 magazines/year, Spring(March),summer(May), fall(Sep) and winter(Dec). http:// metromode.se/kontakt-och-information/ Type Fashion and Lifestyle Target: Woman, 20+ Circulation: 400 000 https://en.wikipedia.org/wiki/Metro_(Sweden) 13
Online Since we live in a world where technology is a huge part of our living and specially social media. The use of influencers, lifestyle and travel bloggers located and established from Sweden and the market it would be wise to use them as online platforms when launching Givenchy store in Stockholm. This is an important way to reach out to the target and the whole country it self and to bring the awareness that we need when launching. The four main bloggers that will be used is: • • • •
kenas.com angelicablick.com jannideler.com fannylyckman.com
Each one of them has a different approach through out their blogs but is the main influencer of Sweden in our time. With a numerous followers and unique reader every week. ("KENZA Zouitenkenzas”) (“ABOUT")
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Actions References
Press release / Store Opening August 2017 The press release will be taken place in the new store of Givenchy in Stockholm,Sweden where the press will be invited to see and feel the latest collection that will be available at the store opening. The collection for the fall winter will be available to see and trained staff to answer questions about the garments and information about the brand. There will mainly be press and bloggers from Sweden at the press release because of the launch is focused on the Swedish market. The press kit will arrive in a red and black box with information about the brand and the designer, lookbook from the latest collection FW 2017 and the objectives for the launch of a Givenchy store in Stockholm. The press pictures and cookbook will be found in the box on a USB stick that will be able to use for editorials, also they will be able to find a introduction about the brand values and way of working when creating their collections. After the press release the day will continue with a dinner at Berns Hotel in the city centre of Stockholm. http://www.berns.se This dinner where informed about in the invitation of the press release.
Examples of selected media
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Influential bloggers of Sweden ELLE magazine StyleBy magazine Metro Mode magazine Cosmopolitan magazine 15
“Luxury is in each detail”
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Dinner A dinner will be held at the beautiful and prestigious location of Berns in Stockholm city centre. With the invited people from press, bloggers, socialites and celebrities there will be a place to interact with each other and get to know the brand a bit more. The evening would start with a pre drink in the their lobby before entering the dinner. It will start at 18.00 and continue until late night because of the fact that after dinner Berns will be transformed to a night club for everybody to have fun. The location of the dinner is to transmit the brand core and values to the Swedish press and people. With the inspiration from the victorian and gothic art Berns as a location couldn't fit better. To make sure to enhance the essence of what Givenchy stands for the decoration will go in red velvet, black/purple flowers and a lot of candles, but yet very sophisticated. The event will be held at the same day as the press release for everybody to be a part of the opening of Givenchy. Each of every invited person will receive a goodie bag when arriving. Examples of invited people to hotel W: • Bloggers • Journalist • Celebrities
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• Send invitation to bloggers and influencers to the launch at Berns.
• Media selection • Decision of brand ambassador • Contact METRO mode magazine to be featured with a one page for a product
• Contact ELLE for a exclusive interview with designer
January
February
July
August
• Invitation release for opening of store
• Special action with top bloggers
• September STYLEBY editorial
• Press release of the new store opening
• Contact COSMOPOLITAN editorial coverage
• Contact STYLEBY magazine for and exclusive interview with brand ambassador
March
April
September • Send product picture to ELLE magazine to be featured 1 full page
October • Contact Cosmopolitan for story making of the FW collection
• Dinner event at Berns • E-cards to thank everybody that attended to the press release and dinner
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• Order material from HQ Paris for lookbook and the press kit.
• Send media invitation regarding press release • Special action with top bloggers
May
June
November
December
• Contact December ISSU Editorial ELLE magazine
• Send editorial to ELLE magazine
Total budget 70.000 euro Communication tools Press release Invitation cards for press release Invitation cards for dinner Lookbook (HQ) Brand content book USB Press kit box Goodie Bags PR activities Press release and opening of store in Stockholm Dinner event at Berns Press 4 journalist (1 for each magazine) Extra Total
Pages
Price/page
Total
5 1 6
11.800 euro 5.900euro 11.800euro
59.000e 5.900e 70.800e
ELLE Editorial spread Product place Storytelling spread
3 1 2
12.6806euro 96.371euro 12.6806euro
70.800e 96.371e 25.360e
COSMOPOLITAN Editorial Product place Storytelling
6 1 4
19.2559euro 12.9998euro 19.2559euro
115.5354e 12.9998e 77.0236e
METRO MODE Product place i
1
38.600euro
38.600e
Style by Storytelling spread Product place Editorial
Bloggers Action with bloggers
Total ROI:
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