from to
COCCINELLE
index 03/a.
07/b.
14/c.
35/d.
brand analysis
strenght & weakness
competitors
instagram surveys
45/e.
53/f.
56/g.
61/h.
coccinelle in china
a new aesthetic
visual themes
narratives
65/i.
67/j.
goal
shooting
03/a.. 03/a brand analysis
04/a.. 04/a brand analysis
the brand. Coccinelle creates leather accessories to bring women’s natural attitude and to celebrate their natural confidence and zest of life. Their creations offer refined feminine shapes and a palette of colours that never go out of style.
05/a. brand identity
06/a. ...?
WHAT IF
FEMININE FEMININ E WAS
SOMETHING ELSE?
07/b.. 07/b strenght & weakness
08/b. strenght
the product. Coccinelle’s bags have a practical design and not conceptual, this allows them to adapt flexibly to multiple types of scenery. With the exception of particularly colourful collections, Coccinelle designs bags for everyday use with clean shapes and adaptable styles. They say: “Our confident creations make a strong statement while showing a sober design language without frills, made of clear cut shapes and subdued colours.”
09/b. weakness
the vibes. Visual communication revolves around a fragile female figure but defended by armor, just like a real ladybug. This is evident in every type of campaign thanks to the strong contrasts of color, the romanticism of the background objects mixed with the make-up and dress code of the models.
10/b... 10/b. missing features
OCCINELLE SELF-CONFIDENCE COCCINELLE COC
CINELLE RESEARCH COCCINELLE COCCINELLE CO
COCCINELLE COCCINELLE AUDACITY COCCINEL
O CCINELLE EMPOWERMENT COCCINELLE COCCI
LLE COCCINELLE COCCINELLE CONNOISSEUR CO
CONTEMPORANEITY COCCINELLE COCCINELLE
11/b.
CCINELLE FROM COCCINELLE COCCINELLE COC
11/a. 12/b. brand analysis
this point of view
13/b.
to...
14/c. brand analysis competitors
competitors.
15/c. stella mccartney
stella mccartney. Its unmistakable style is marked by an elegant tailoring and designed for a confident, sexy and feminine woman. A lifelong vegetarian, the designer uses neither leather nor fur for her creations. Stella Mccartney’s commitment to sustainability, evident in all its collections, is an integral part of the brand’s philosophy, which aims to be a responsible, honest and up-to-date company.
16/c... 16/c. stella mccartney
17/c... 17/c. stellamccartney
ACTIVE WOMEN
SUSTAINABILITY
INCLUSIVE
CONTEMPORARY
CONCEPTUAL VISUAL ELEMENTS
INTERNATIONAL STARS
MAN LINE
18/c. long champ
long champ. “We have a good understanding of the complexity of a woman’s relationship with her handbag. It needs to be several things at the same time –a functional object, a daily handbag, a practical accessory, as safeguard for valuables. But there’s also an aesthetic dimension to it. We’re experts at combining the 2 features in our designs that represent women and their status symbol.”
19/c... 19/c. long champ
MODERN
20/c... 20/c. long champ
INTERNATIONAL STARS
CONTRAST
INGENUITY
CLEANING
ACTIVE WOMAN
INCLUSIVE
MAN LINE
21/c. coach
coach. Coach is a leading design house of modern luxury accessories and lifestyle collections. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach.
22/c... 22/c. coach
PREPPY
23/c... 23/c. coach
FREE-SPIRIT / IRONIC
COACH X JENNIFER LOPEZ
AMERICAN URBAN ATTITUDE
DYNAMIC
EMPOWERED STRONG WOMAN
COACH MAN
INCLUSIVITY
24/c. pinko
pinko. PINKO is the answer to the fashion needs of an independent woman, strong and sexy, aware of her femininity and very determined to express it also - and above all - through her style choices.
25/c... 25/c. coach
CLOTHES LINES
26/c... 26/c. coach
INFLUENCERS
WEAK PRODUCT IDENTITY
ON TREND STYLE
YOUNG TARGET
TOO MANY VISUAL ELEMENTS
NOT SPONTANEOUS
INCLUSIVE
27/c. trussardi
trussardi. Trussardi is an Italian brand that operates in the contemporary luxury sector. Its history is based on continuous innovation: it is the first authentic Italian lifestyle brand, which has extended its boundaries starting from the processing of leather, and then expand into the world of fashion, design, art and food.
28/c... 28/c. trussardi
29/c... 29/c. trussardi
DIFFERENT VISUAL KEYS
DIFFERENT NARRATIVES
LICENSES
RESEARCH
MAN - WOMAN - KIDS
CONTEMPORARY
LUXURY
30/c. maje
maje. “It is the story of a sensitive brand, which includes women and changes with them... Maje offers a new image of the Parisian woman. He follows without hindrance his choices and the desire to be an elegant day, an exuberant day, funny or mysterious, often fascinating... A substantially free woman.�
31/c... 31/c. maje
32/c... 32/c. maje
TESTIMONIALS
DIFFERENT NARRATIVES
CLOTHES AND SHOES LINE
PLAYFUL
ON TREND
POLIEDRIC
MOSTLY ROMANTIC
33/c... 33/c.
price point
brand positioning map
stella mccartney trussardi long champ pinko
coccinelle coach
maje
classic
fashion sports source: https://laurareillyy94.myportfolio.com/karl-lagerfeld-ss19aw19
34/c... 34/c. connections between competitors
coccinelle. zest of life
stella mccartney. long champ.
genuinity Italian design colorful
coach. pinko.
delicate woman evergreen product classic style luxury quality
maje. trussardi.
35/d... 35/d. instagram surbeys
data collection. A data collection was carried out through an Instagram profile with a pool of 2330 followers between males and females of all ages and with different lifestyles and professions. Some of these, the same ones who have actively participated, are students in the field of Industrial Design, Architecture or simply fashion victims with no professional know-how. This has been carried out with the aim of collecting data thanks to short and targeted questions on how much is or is not known the brand Coccinelle and allow you to express your point of view on what is perceived by the brand.
36/d... 36/d. instagram surveys
do you know coccinelle?
1
37/d... 37/d. instagram surveys
65% YES
26% NO
38/d... 38/d. instagram surveys
an old concept of woman
2
39/d... 39/d. instagram surveys
41% would buy a Coccinelle bag in a range age between 18 and 35 years; 47%, indeed, between 35 and 55 years old.
3
40/d... 40/d. instagram surveys
improve their social media impact using influencer and more sponsored adv to a better positioning.
4
41/d... 41/d. instagram surveys
conclusions. after receiving multiple feedback on how the brand is perceived by potential costumers, were highlighted the answers from which you can see more what are the current gaps in the visual aspects of the brand and that propose, even in a nonprofessional way, possible solutions and new starting points. The project will focus on:
42/d... 42/d. instagram surveys
2
an old concept of woman
a new idea of woman, more active, dynamic, enterprising and socially inserted, with tastes not necessarily conventional. All those visual aspects that represent the woman as a collector of bags dedicated to domestic or superfluous tasks will be removed. Women are more than that.
43/d... 43/d. instagram surveys
3 create a communication that reaches a younger and more contemporary target so that even the digital generation can appreciate the Italian quality of a Coccinelle product, reflecting itself in the visual elements and in the new type of narrative.
44/d... 44/d. instagram surveys
4
improve their social media impact using influencer and more sponsored adv to a better positioning.
using jet set people and influencers could amplify the social impact of the brand, especially towards the new digital generation. Famous people, actors, singers create more hype and represent a target audience for young people who increasingly follow their style models. This is a way to make the brand communication even more inclusive.
45/e... 45/e. coccinelle in china
china market analysis
46/e. coccinelle in china
today Coccinelle has more than 20 directly operated stores in China. Since its acquisition by E.LAND Group in 2012, the focus of the market has shifted from Europe to Asia.
47/e... 47/e. coccinelle in china
Since its acquisition by E.LAND Group in 2012, the focus of the market has shifted from Europe to Asia. At present, China has become the COCCINELLE ‘s largest market. Sales in 2017 increased by 16% year-on-year to 89 million euros. On May 16, 2018, the Italian light luxury brand COCCINELLE officially registered on Tmall, the largest retail platform under Alibaba Group, to open an online flagship store.
48/e... 48/e. coccinelle in china
influencers on China’s largest video platform gives positive reviews on Coccinelle bags. Arlettis, Marvin, Beat and others, have become popular products recommended by internet celebrities.
49/e... 49/e.
coccinelle in china
Coccinelle settled in the WeChat official account. The platform focuses on making connections, with new production tools centered on official accounts, mini programs, WeChat payment, and enterprise WeChat. According to data from iiMedia Research, the scale of China’s mobile social users in 2018 was 737 million, and it is expected to continue to grow steadily in the next two years. It is expected to exceed 800 million in 2020. The huge user group highlights the huge market space.
50/e... 50/e. coccinelle in china
conclusions. Chinese market may be the next strong growth driver for COCCINELLE, and the outlook is more optimistic. One of the reasons lies in the proper distance and mystery between the brand and Chinese consumers. Thanks to COCCINELLE’s control of the brand image, the brand did not open way too many stores and discounts in China earlier, which maintains the brand’s rarity and mystery to a certain extent. Many Chinese consumers don’t even know that COCCINELLE is a light luxury brand. However, after knowing its price range, it added a lot of favor.
51/e... 51/e. coccinelle in china
Moreover, e-commerce is a global trend, and light luxury brands are more ideal for e-commerce platforms. Compared with luxury goods that need to make rational decisions, buying costeffective light luxury products on e-commerce platforms does not require too much psychological burden, and it is easier to encourage consumers to form purchase behaviors. Once it can be ensured that the e-commerce platform sells genuine products, consumers will soon dispel their doubts.
52/e... 52/e. coccinelle in china
If after many years of Coccinelle’s trial on the Chinese market, many ordinary consumers still hold a wait-and-see attitude towards the brand, then in order to let more people see the Italian brand’s expansion of the Chinese market will be our next measure.
53/f... 53/f. a new aesthetic
a new aesthetic
54/f. general moodboard
minimalism
tradition
contemporaneity
fluidity
55/f. general moodboard
cold
inclusivity
essence
research
56/g... 56/g. visual keypoints
visual themes. minimal with elements that evoke Chinese culture. The following peculiarities pay homage to the Chinese market with simple, but significant factors that cite a culture so different and so similar in the most subtle, elegant and delicate way. The focus remains on the product that already contains an Italian heritage that shines through the care of manufacturing and the quality of the material, as well as design.
57/g... 57/g. visual keypoints
lights. intensity of light: medium direction of light: forward light, the light source is on the front of the subject type of light: artificial light
58/g... 58/g. visual keypoints
settings. bamboo: for Chinese people it represents luck. Due to its ability to regenerate, because it emits roots and leaves from a stem initially devoid of these, the bamboo represents the new life and its green color symbolizes life. orchid: represents positivity. In Chinese culture the flower is a symbol of beauty, refinement and moral character. The ancient Chinese philosopher Confucius describes the orchid as a “flower of noble character�.
59/g... 59/g. visual keypoints
settings. black and white: in Chinese art, black and white coexist, they exist because of each other, and they influence each other, and neither of them can be abandoned. This meaning is clearly represented by the Ying Yang symbol. hands: their presence in a still life photo shooting makes a connection between customer and product. It’s seen as something reachable.
60/g... 60/g. visual keypoints
framing. mostly focused on close ups and combined subjects on set, with always a white background. To better focus on the products and its details, there are all still life picture took in studio.
61/h. narratives
narratives. the narrative is based on a metaphoric woman’s life’s journey divided in three different steps up on her age. This process is accompanied by some Chinese ways of saying to better match both visual aspects and narratives. Spoiler: in the next shooting section it will arise the metaphor thanks to the bags and their styling, each of which will represent a specific life period.
62/h. narrative
1. “Quant’è bella giovinezza, che si fugge tuttavia! Chi vuol esser lieto, sia: del doman non v’è certezza.” Women who have entered the world for the first time are like blooming flowers, pure and kind, simple and cute. They live a tranquil and comfortable life, full of curiosity and imagination about the world, full of expectations for life, and full of hope for everything around them.
63/h. narrative
2. At the age of 30, they are not confused. At this time, women know the world and themselves, they know what they want, and they won’t ask so much why in their hearts. It is brave enough for them to handle everything and get rid of the fetters of the world. Be free!
64/h. narrative
3. Mature women are confident and free, dominating their lives, like a tiger returning to the forest, returning to true freedom. They go back to the vast world of freedom. It is time to rule their own life.
65/i. goal
COCCINELLE TO COCCINELLE COCCINELLE COC
66/i. goal
67/j. shooting
shooting.
68/j. shooting
COCCINELLE
69/j. shooting
COCCINELLE
70/j. shooting
COCCINELLE
71/j. shooting
72/j. shooting
73/j. shooting
74/j. shooting
COCCINELLE
75/j. shooting
COCCINELLE
“less is more.”
thank you.