CONTENT A b o u t Va l e n t i n o T a rg e t C u s t o m e r Brand Extension 5Ps’ Competitor Collection D i s p l ay
Valentino Garavani and Giancarlo Giametti founded VALENTINO
in 1960, it offers an exclusive wide range of products from accessories, haute couture and pret-a-porter. In 1962, Valentino made its breakthrough couture collection showed in Florence, Italy.
In 1967, Valentino was awarded with the Neiman Marcus Prize for his collections where the ‘V’ became his trademark and opened the first ready-to-wear shops in Milan and Rome by 1969.
In 1975, Valentino shows his ready-to-wear collection in Paris. During
the 80s, he opened his first Valentino childrenswear line. Valentino made history in 1982 by holding a runway show at the Metropolitan Museum
of Art in New York City. By 2007 it marked the 45th anniversary of the Valentino House and the retirement of Valentino Garavani. Alessan-
dra Facchinetti is announced as the new creative director. A year later, Facchinetti is fired from Valentino and two new creative directors are
announced, Maria Grazia Chiuri and Pierpaolo Picciolo, and have been there ever since.
TARGET CONSUMER
DEMOGRAPHICS
T argeted both to women and men, arranging varies from young
adults to early middle age of 24-35. As it’s luxurious with expensive price point in the market, the customer group would be highclass society or affluent that wealthy enough to afford. The new cosmetic line is only targeted towards women from young adults and on while the collection is not going to be as high price point as the clothing line, instead it will be at an average price point starting from $40 to $75. This way to make the line more available reaching the middle class as brand extension to wider customer base.
PSYCHOGRAPHICS
Targeting to both contemporary men and women who want a touch of
modern elegance and luxury. As for the cosmetic line, targeting towards women who want to feel beautiful, sophisticated and elegant, more feminine than before while being modern. Also want to make customer to own this collection. A consumer whose consumption habits and lifestyle are one of a luxurious society and also middle class, a modern woman who has total composure of herself. Our aspirational consumer would be a 24 year old woman, young and elegant. Who likes to feel sophisticated and feminine while maintaining a simple and delicate look.
CONCEPT of
bRAND EXTENSION
T
he absence of cosmetic line of Valentino stops the brand to expand faith in femininity, but having a new cosmetic line will elevate the brand identity as extreme elegance feminine brand. In this way, this brand extension will allow our customers to seek for more variety in Valentino.
T
itle up this cosmetic collection as LADIES’ , inspired by Spring 2017 Ready to Wear Valentino collection. The collection depicts a lady’s personalities in her daily life. By wearing LADIES’ and Spring 2017 Ready to wear collection, it covers a lady head to toe with romance and feminism. What is lady-like? Wear LADIES’ collection and be an ideal lady to make your perfect day.
competitorS
D ior is a luxury fashion house and promotes concepts of feminin-
ity, glamour and elegance. They launched a cosmetic line in 1969. The cosmetic line includes face, eyes, lips and nails products. The average lipstick price is set at $30 and 4 colors eyeshadows palette at $65
C hanel is a luxury fashion house, has brand identity as elegance, classic and simplicity. Coco Chanel started to expand and global launch a cosmetics line in 1924. The cosmetic line offers face, eyes, lips, nails, and brush/accessories products. The average lipstick price is set at $37 and 4 colors eyeshadows palette at $60
Y ves Saint Laurent is
French luxury fashion house with avant garde, classic and elegance brand images. A cosmetic line launched in 1991. YSL have face, eyes, lips, nails, and accessories products for a cosmetic line.The average lipstick price is set at $33 and 5 colors eyeshadows palette at $60
5Ps’ place Product Price Promotion People
place The ladies collection will be exclusively available in only Valentino store and luxury department stores as Bergdorf Goodman, Harvey Nichols, and Neiman Marcus, to maintain exclusivity. World widely the products will be available in Valentino flagship stores in Paris, New York, Shanghai, London, Tokyo, Seoul and Hong Kong. The items will not be purchase in online store. After launching the ladies collection in those places, the further extension of product availability in other places will be considered.
Product Inspiration
Product
Price
A s considering the price points of cosmetic line, we use com-
petitive pricing. We set our price points of lipsticks and eyeshadows based on what our competitors are charging for the products since the the product attributes remain similar.
promotions
people W hen considering representative of Valentino ladies collection, the elegance and feminine aesthetic should match with Valentino’s muse. Skye Stracke is the best muse for Valentino since she has both sophisticate and delicate look. She is New York based Australian fashion model, presented in several fashion shows such as Runa Ray, Thomas Wylde, Carmen Marc Valvo, etc. Also, she is internationally working as fashion model in Paris, Seoul, Tokyo, etc. By placing her as Valentino’s muse, it emphasizes our ladies collection as ladylike as possible.
MUSE
D I S P L AY
S i g n ag e Web site E-mail Blast In store/ window
S i g n ag e S
WEB SITE
E-MAIL BLAST
IN STORE
REFERENCE
“Eyeshadows by Christian Dior – Beauty Products and Dior Makeup.” By Christian Dior – Beauty Products and Dior Makeup. N.p., n.d. Web. 18 Nov. 2016. “History of Dior.” History of Fashion. N.p., 2013. Web. 18 Nov. 2016. “Lips.” Lips - Chanel Makeup. N.p., n.d. Web. 18 Nov. 2016. Reynolds, Jordan. “Chanel S.A.” Chanel S.A. N.p., 1970. Web. 18 Nov. 2016. “Skye Stracke - Model.” MODELS.com. N.p., n.d. Web. 18 Nov. 2016. “YSL Beauty - Yves Saint Laurent Perfume, Fragrance, Makeup, Cosmetics and Skincare - Official Store.” YSL Makeup - Yves Saint Laurent Makeup and Beauty. N.p., n.d. Web. 18 Nov. 2016. Kilcooley-O’Halloran, Scarlett. “Valentino.” British Vogue. British Vogue, 6 July 2012. Web. 18 Nov. 2016.
T i f fa n y Lu Ann STOKER Ashley Choi