Elie Saab
Marketing Plan
Antonia Bawden Fashion Marketing 1730877
Introduction ★ ★
Page 3- The executive summary Page 4- Brand’s identity
Contents
Market research: ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★
Page 6- Current strategies Page 7-PEST analysis Page 9- Internal audit: SWOT Page 11-Current positioning map, differentiation and competitive advantage Page 12-Key competitors Page 13-Target customers Page 14-Pen portrait Page 15-Marketing mix Page 16-Current products, services and USP Page 17-Customer relationships and channels Page 18:Promotions Page 19-Conclusions and recommendations
The main marketing plan ★ ★ ★ ★ ★
Page 21-Key marketing objectives Page 22- The Campaign: Invisible Page 23-6 month Timescale Page 24- Budgets Page 28- Relevant References and appendices
Introduction This is a 6 month strategy plan for ELIE SAAB, an analysis on the current market which will gain insight on the company’s current position in the market. The marketing plan aims to improve the percentage of sales in the upcoming months from July 2020 to December 2020 with the new campaign: Invisible. The campaign is the next move for the #GirlOfNow female empowerment campaign which launched in 2017 and proved to be successful. This new campaign will be heavily focused in India, Europe and the Middle East, featuring two factory employees from an Indian garment factory, and following their lives in a docu-series in 10 minute long Youtube videos.
Executive summary Data shows that the Luxury sector has been hindered by the ongoing pandemic for customers are unable to visit the stores, and a decrease to purchase luxury for pleasure in solemn times is understandable. Data shows that consumer desire of emotional purchases will increase, as well will the push for sustainability and consumers may feel guilt in spending frivolously. Key research shows that India will be the ideal location for the brand to branch into, a culture that already values ceremonies and celebrations and traditional beautiful dresses that are hand mand.
The monthly cost of the budget will be ÂŁ150,000 which will include attributable, non-attributable and fixed costs. The overall monthly sales goal will be ÂŁ320,000 Sales percentage increase goal by the end of report in December 5.5 %
Brand’s identity Mission: To dress confident women and make them feel beautiful in high quality, adorned gowns, emphasising the feminine silhouette and beauty. Brand style: Haute Couture with an emphasis on royalty, there is an Arabian influence, mostly hand embroidered/hand painted and studded with crystals. Self image: to make the client feel glamorous and become the “best version� of themselves, impeccably dressed and very feminine. Product aesthetic: Floor length bright-coloured silk gowns with chiffon and with embroidered lace, Swarovski crystals, pearls, gemstones.
Market research
Current strategies Brand sponsorship: Elie Saab succeeds best with the haute couture market and dresses the wealthy. Currently the brand partners up with celebrities for the red carpet and other glamorous events. Brand positioning: The brand has a strong emphasis on luxury and dressing for special occasions and those who have glamorous lifestyles. Therefore the positioning is high end fashion and haute couture heavily focusing on the Middle East luxurious sector. Brand development: Recently the brand launched a perfume campaign “Girl of now� introducing the brand to a new group of customers perhaps those without the large disposable incomes.
PEST
The macro marketing environment of the current climate impacting all businesses
Political and legal factors: ★
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Global politics are mainly concerned with combatting Covid-19 and keeping the public safe in their homes. This is affecting overseas as well and has caused retailers to close their physical stores until further notice. Fashion shows have been cancelled in accordance as well as high attended events like MET Gala and award shows, where brands before would gain exposure. There may also be tariff changes affecting luxury retail which may increase in the current circumstances. Staff may lose their jobs, particularly those aged 18-34 and a third of young people have so far.(VICE.COM) As importing is more of a challenge it will be difficult to get raw materials and deliveries, there may be fluctuations and trade tariff changes.
Economics: ★
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There will a downturn in economics and a possible recession after businesses and retail closure due to Covid-19. Consumers aren’t spending as much as they can’t access physical stores and are more reluctant to spend saving for essentials or saving as they have a decreased income. Raw material may increase in price along with import tariffs. Brands are turning to digital methods to keep in touch with their customers, and some designers are doing fashion catwalks live digitally so viewers can watch at home. Luxury retailers are struggling the most because the largest consumer base are China/ East Asia and aren’t able to access their customers overseas. Production will be cut down for the following months as workers stay at home.
PEST Social and cultural factors: ★
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Consumer attitudes are predicted to change post crisis the consumers are more likely to be more sentimental and sensitive towards fast fashion, climate change, etc. People have learned the importance of using resources more wisely. Consumers will possibly turn to purchasing garments with more longevity and emotional value. Slow fashion may increase in popularity and increase for independent designers and young brands. Authenticity will be a key trend, human made not machine. Bridal Fashion Week in New York will be virtual Upcycling is the way forward for brands Consumers will buy less frequently, perhaps drop to once a month so they will buy something they regard important Possible market opening in India who have more special occasions and celebrate all year round, they value authenticity and hand craft techniques.
Technological and environmental factors: ★
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Sophisticated computer software allows designers to develop collections online without wasting fabric in the early stages of development. Innovation in new fabrics being made like Pineapple leather to offer new sustainable methods in the long run. Brands are increasingly concerned with environmental friendly practices when producing collection, “eco-conscious” fashion. Virtual fashion technology as brands show their collections in virtual showrooms with 360 degree imagery. Youtube live streams like /Fashion which streamed more than 40 fashion runway shows. In China live streams are shown instead on the Chinese platform Weibo
Strengths ★ ★ ★ ★ ★ ★
The brand is established for rich fabrics and beautiful designs. The brand is featured in fashion weeks The staff have expertise and passion in selling The Unique Selling Point could be the embroidered gowns and the feminine royal style Bridal wear is popular Direct ownership of the brand
Opportunities ★ ★ ★ ★ ★
Opportunity to connect more with consumers online using social media showing concern and sympathy New market identified in India, they are accustomed to special occasions and wear gowns frequently. New fabric technology can be researched, use vegan materials. Could do a campaign with a social issue like sustainability. Website can be improved to give additional information on provided services, customer help and item warranties.
Weaknesses ★ ★ ★ ★
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Other than gowns there is no other clear USP There are few places to purchase or visit the store (in the UK) Relationship with the suppliers may suffer due to rising tension during epidemic. Cash flow and financing problems; luxury brands aren’t getting the influx as customers can’t visit their stores. Also customers may be abroad. Not much information on item warranties or about the products online.
Threats ★
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Outfits for special occasions aren’t worn very often, and indoors customers won’t need to purchase for a while. Similar to brand Zuhair Murad a strong competitor. Also luxury brands like Dior and Chanel. May be changes to import taxes and finances threatening normal operations and the company may need to budget.
Threats
Opportunities ★ ★ ★
Strengths
In the campaign, reminisce about the heritage of brand, rich fabrics and designs. The new strategy could focus on bridal wear which the brand has a good reputation for. The brand is already connected with a few campaigns helping others, the brand could start a new campaign on an issue that is important to consumers.
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Weaknesses
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The brand could take the opportunity to increase engagement on social media since Instagram channel is successful. One way could be creating another online campaign on instagram to raise awareness for sustainability causes, factory worker exploitation, poverty. For the brand is popular in the Middle East, India would be another location where formal gowns would be worn and culture has a similar style. More ways to contact for enquiries online, for the message box is very simple and not time efficient.
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Bridal wear is becoming more competitive, so promote this more on instagram. Could endorse an influencer.
For the brand highly focuses on formal attire and bridal wear, this could become a problem for it is out of season and the current pandemic makes it difficult for future social occasions and planning events. The brand could branch into ready to wear clothing, loungewear for example but not losing the rich fabric quality and design. Customer service online could interact previous customers and check up, offer free samples of new perfume.
Prestige And Price
Positioning map
Mass markets
Exclusivity
Affordability
Competition Zuhair Murad is Elie Saab’s main competitor because they both offer similar products and cater to the same audience. Zuhair Murad has a similar style (a mix of East and West) the same USP point that Elie Saab offers. They are both Lebanese brands originating from Beirut. Both brands aspire to empower women in elegant creations and are worn by celebrities. They are successful due to a growing client base of high end wealthy women. However Zuhair Murad’s online presence is somewhat weak, not many campaigns but showing runway videos and images for new collections and behind the scenes. In this sense Elie Saab has a stronger online presence and creates more online campaigns and connects more with the audience.
Customer segmentation Demographic variables: Female 20-40 Single Pre-family, independent without children Professional actor/singer/ royalty/model Finished education, studied at a university or trained in an art. High Income Wealthy and Elite
Geographic variables Middle East, Europe, America, East Asia regions Lives in suburbs A house/ mansion Lives in a large city (London, Leban, Saudi Arabia, Dubai, New York, Hong Kong, Shanghai, Paris, Milan, Los Angeles.) Cold or mild climate
(needs and characteristics) Psychographic and behavioural variables She has a feminine style and needs to wear something special for a big occasion. She wants to be noticed by crowds and talked positively in the press and fashion fans. She feels confident and wants to be glamorous and feel her best self Recommended brands by her peers, agents/ stylists tell her who is upcoming and what would suit her She purchases irregularly, for a special occasion she plans it months in advance and listens to advice from her stylists She likes to attend fashion shows, music awards, shows, go to exclusive clubs and fancy dining for dates. Behold feminist beliefs and wants to wear a sustainable brand, early adopter in terms of wearing trends, wants to stand out.
Usage and benefit variables Wants to look her best, wear high quality fabrics that feel good to wear, an exclusive product with a good reputation. Won’t wear the brand often but for high profile event like wedding or award show. Purchases from the brand once or twice a year High budget Will go back to the brand but wears other brands like Valentino and Dior
Who is the customer?pen portrait Arabian former princess, Ameerah Al Tawee. Born into Saud dynasty, 36 years old. Divorcee. Lives a life of luxury and is married to a billionaire. She is Islamic. Smart and educated, has a degree in Business Administration. She travels on yachts and private jets. Travels to countries like Pakistan and Somalia for disaster relief concerns. Makes appearances for conferences, speeches and famous weddings. For instance she attended William and Kate’s wedding. She is a member of a board of trustees at Silatech and vice chancellor. Influences in her life are her royal islamic family , she has a good friendly reputation for she is a philanthropist. She is concerned with humanitarian projects and women empowerment. She is confident and addresses concerns for others,. She is widely seen as a role model for girls in the Middle East.
Marketing Mix
Current products, services and USP The products are haute couture, ready to wear, bridal, eyewear, accessories and fragrances. The brand ensures that there is high quality using expensive materials and elaborate, elegant designs. The packaging is minimum, the brand’s logo is surrounded by a box, a classic format. However on the website i could not find any extra information given on services offered or warranties on purchases. It was difficult to find any other information on the products. Clicking on a product from the brand’s website informs the customer of the nearest store or the option to add it to a wishlist.
The brand uses cost-plus as a pricing method. The labour, materials and overhead costs are all added to the costs, significantly so with the haute couture as the customer is also paying for the exclusivity. A skimming strategy (high price) is used because the brand is offering new and unique that the customer won’t find anywhere else unless it’s a similar style.
Elie Saab has recently branched into fragrances reaching to a new audience who buy perfumes and can afford the line.
Customer relationships and Channels How the brand interacts with customers
Where the customers will see the
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Assistance in stores
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Online chat/ email: Customer can send
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Flagship stores
their problem quickly on website.
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Multi-brand retailer; Pronovia
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Letter to inform new collection
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Online concession: Luisaviaroma.com
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Instagram page: 7.8 followers,
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The press: They will pay attention to
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updated daily.
new designs during Fashion Week,
Facebook page: 2 million like and
will be watching for trends and report
follow the page, updated every few
to sources after shows.
days. ★
brand:
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Pinterest Page : 1.4 monthly viewers
Social media (mainly instagram and pinterest) free to use and the users can like or save a collection or tag it in their story giving the brand free exposure.
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Fashion blogs/ websites like Vogue.com
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Digital magazine
Promotions The brand does not offer sale promotions on the website or on store as this is often the case with luxury brands. Actress Sharon Stone wore Elie Saab Haute Couture Spring Summer 2020 on the cover of Bazaar India. And actress Liu Yifei wore Elie Saab for her film premiere Mulan. Kate Middleton wore the brand to the 2019 Royal Ascot which was a big deal for the brand as she was the first British royal to do so. Otherwise the brand isn’t heavily promoted in the media and the publicity compared more popular brands like Valentino and Dior is lower.
On social media Elie Saab is campaigning #standwithcreatives with the fashion trust arabia, this is a non profit organisation that provides financial and business support to fashion designers in the MENA region. This hashtag is to help support businesses affected by Covid-19 which will soon be able to give funds after application. #ourcommonthread is a hashtag for fashion designers who are connecting over the love of needle point which Elie Saab has posted on social media and uses the hashtag. The brand does well on social media and is very active in promotion and connecting emotionally with its audience, posting to comfort followers amidst the crisis and supporting designers in campaigns who aren’t as privileged.
Conclusions and recommendations From the outlined research, there will be a struggle within the luxury sector. Customers will not be able to access the stores in a global lockdown, and there is little foresight for how this will impact retail. Customers will be less likely to need formal wear like bridal gowns, for social distancing prohibits formal events, and will continue for the next few months. However, when the rules are relaxed, there will be many customers who will schedule weddings or for formal events in the recovering months. So the brand should prepare for this with an upcoming campaign. Consumers are also more conscious of what they are spending and value what they have purchased. Emotional-purchasing may be a trend where the consumer will buy what is personal to them for they will purchasing less. There is also guilt in buying what isn’t good for the environment, consumers want to support brands that look for sustainable resources and ethical values. Elie Saab is good with it’s online presence, the Instagram page is frequently updated and kept in the consumer’s mind. The brand participates in helpful organizations and has an excellent reputation. The brand could catch on with this and do a campaign surrounded a sustainable issue or women empowerment in the Middle East region/ Asia.
The main marketing plan
Key marketing objectives Where will the brand go? The brand wants to expand into other regions and expand awareness of the products. The perfect example of an area to expand into would be India. In conclusion the new strategy will be focused in the Indian market, for this market is looking for formal wear and the culture is accustomed to formal occasions
Other factors are that there is a rapid growing middle class Source McKinsey February 2019. India’s GDP is expected to grow 8 percent between 2018 and 2022. Also, India’s apparel market will be worth $59.3 billion in 2022 making it the sixth largest in the world, comparable to UK’s $65 billion. For this reason, more than 300 international fashion brands are expected to open up in India in the next two years. Traditional clothing is worn by Indian women, Elie Saab’s aesthetic fits the aesthetic of the traditional beautiful attire the customer would look for . Elie Saab should partner with a pre-existing e-commerce platform which would be low risk to test customer preference. This would be where the brand will sell bridal wear and ready to wear pieces.
The campaign: Invisible The campaign: Invisible: #GirlOfNow The main theme of the campaign will be women empowerment, there will be a spotlight on the exploitation of female workers in factories selected in India. On Elie Saab’s Youtube channel, there will be a short docu-series where a couple of workers share their stories surviving poverty and providing for the family post Covid-19, also sharing the women behind the scenes working for Elie Saab working on bridal wear. It will be called “Invisible” This theme is related to the previous campaign #GirlOfNow from 2017 however is focused on the new world after the Pandemic and poverty.
How do we get there?
Create Elie Saab India instagram page actively promote to the new Indian audience. Announce that the brand is available in India online launching a website for India. Create a campaign, and promote it on social media.
What actions do we need to take?
The next step of the strategy would be to create a Elie Saab India instagram page to actively promote to the new Indian audience. The page will be updated daily with pictures of the spring summer collection and behind the scenes of bridal wear. Hire a research team and organise permission to visit a factory to film two employees. Write a contract for them and the factory, showing the women’s daily lives and how they empower themselves by providing for their families. This will then be edited into a 2 part docu-series on Elie Saab’s Youtube channel, and promoted on Instagram stories. Create a website via Shopify to make products available in India.
Who will carry them out?
A research team will travel to the factories, and film the interviews. A digital marketer will take charge of the Instagram updating daily. Two employees with permission from the workers, whether they want to be shown in the video or not, it will show clips of their daily lives and families. Film editor to do the video editing.
Plans commence July 2nd and the end report will be 31st December 2020
6 month time scale July
Creation of Elie Saab India site to sell products
Sep
Aug
Oct
Nov
Dec
Creation of Elie Saab India page. Daily uploads of Summer/Spring collection and Bridal wear
The doc series will be promoted on Instagram stories
Recruitment of research team
Gain permission to interview factory workers. Search for workers willing to be involved
Write a contract for the employees and factory workers
Camera crew and interviewer will visit the factory employees for a ten minute interview. Showing their home life, the family they are supporting and the effect of Covid-19.
Editing process
Sell products online based for India
The two part docu series will be uploaded on Elie Saab YT channel
Monthly plan July 2020- August 2020 July: There will be a visual plan for the website and the content. The plan will have the layout of the website and the information.The products will then be selected for the website. Around 20 products will be available at first, 15 dresses and 5 accessories, the Girl Of Now perfume will also be selected. The products will be womenswear Ready to Wear and accessories. Factories will then be contacted and garment factory workers should be contacted via online and on social media. When the chosen candidates are available, then recruit a research team to commence interviews in October. Also seek a translator to know the language that will need to be known. With the permission of the garment factory workers and the factory, start writing contract plans and organise what will be paid and the rules to follow. The website should be monitored daily and reviewed by the end of the month. Costs working out how much the deliveries and exports should be worked out and the carrier that will be used for delivering will be organised. All packaging will be prepared by the 22nd. August: The Elie Saab India website will be launched (2nd August-4th) and featured on the main Elie Saab account story, the products will be available to be sold and exported internationally. Clothes will then be imported and sold through online orders using the delivery carrier decided upon. The Elie Saab India Instagram page should be planned for and the upcoming posts month via Preview app. The contracts should be signed and all permissions will be permitted by 14th of August, dates to visit India and the factories will be booked and planned and paid for. The products on the website will be reviewed and updated and customers thanked via letter with a sample of the new perfume.
Monthly plan Sep 2020-Dec 2020 September: The Elie Saab India page will then be launched and updated daily 1st September. The posts will be featuring the clothing from the website with models and behind the scenes of the atelier hand making the clothing. The campaign posts will start to be created September 5th, and posted throughout the month. The posts will also be featured on Instagram stories and show a preview for the docu-series. The interview questions will be planned and the locations to visit, and finalise all travel plans. The questions will be something similar to the following: how they are finding life after the pandemic, the struggles they are currently facing, if what they are earning is sufficient, what they are worried about, what they hope for the next year. October: The interviews will commence, and the research team will visit the two families in India and the factories with a translator asking the questions. The docu-series will then be filmed in their homes showing their daily lives and the effects of Covid-19. The interviewer will sit down with the two ladies for two separate ten minute videos. After the filming and thanking and paying everyone involved, the editing should be wrapped by the 10th of November. November: The docu-series campaign will be launched on social media with all credits, Facebook, Youtube and Instagram. Posts will feature the campaign daily on Instagram. The two part docu-series will be uploaded and posted on the 16th of November. December: The end report will be finalised by the 21st of December, the campaign will continue to be posted throughout the month. Analyse financial data and results.
Budget and costs
Estimated monthly costs Hiring research team for three weeks=£10,000 Writing a contract for employees= N/A Social media manager= £2,000 monthly salary Transport= £3000 Creating Youtube content=£25 using software to edit Website costs £20-30 monthly to host on Shopify Non attributable costs= £15,000 Attributable costs= £60,000 Fixed costs= £80,000
There will be no fixed budget and will depend on revenue however should be limited to around £150,000.
Monthly goals Ideal monthly sales goal= £320,000 5.5+ increase in sales goal Conversion rate of customers who will click on instagram=3 Million Order goal India only= 80 customers Follower goal on Elie Saab India= 200,000 by first month Instagram engagement goals= 10,000 likes/ post Youtube video view goal= 2,200
The end of the report
References Sources 1. 2. 3. 4. 5. 6.
Saab Story Vanity Fair 2011 Saab Story Elie Saab Vogue Australia Lebanese designer Elie Saab on haute couture and how Halle Berry changed his business VICE:: Almost a Third of Young People Have Lost Their Jobs So Far Hindustantime: Future of fashion in the wake of Covid-19 - fashion and trends Vogue Business: Trends in the fashion industry India
Pinterest links https://i.pinimg.com/564x/68/54/51/68545185855abc6ae103769e338e5c32.jpg https://i.pinimg.com/236x/e5/d3/d9/e5d3d9d8054d30841fe154cd5ddda51e.jpg https://i.pinimg.com/236x/65/3a/e1/653ae1d7caba093e912768ea1ff7c7fb.jpg https://i.pinimg.com/564x/b6/05/2d/b6052d999912f9a3d5a24ec40e908d66.jpg https://assets.teenvogue.com/photos/58f91fd9c6cb8b71a2262687/master/w_1536,h_2304,c_limit/emma-watson-eliesaab.jpg
Featured images 1.
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Image of Elie Saab: Access at: https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.lorientlejour.com%2Farticle%2F883281%2Felie-saab-pirate-par-des-sosies-.html&psig=AOv Vaw0zhDtayiNu5GE61HoWLHa5&ust=1581957374638000&source=images&cd=vfe&ved=0CA0QjhxqFwoTCPCXiM3A1ucCFQAAAAAdAAAAABAW Elie Saab Fall 2017 Couture, Downtownmagazine. Access at: https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.downtownmagazinenyc.com%2Fchic-in-red%2Felie-saab-fall-2017-couture%2F&psig=AOvV aw0zhDtayiNu5GE61HoWLHa5&ust=1581957374638000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCPCXiM3A1ucCFQAAAAAdAAAAABAh Elie Saab 2019, Gracerady. Access at: https://gracerady.com/wp-content/uploads/2019/07/ELIE-SAAB-HC-FW-19-20-05-683x1024.jpg https://pmcwwd.files.wordpress.com/2019/09/elie-saab-rtw-spring-2020-paris-fashion-week-pfw042.jpg?w=1365 Elie Saab Girl Of Now perfume Eau De Parfum 50ml gift set https://www.google.com/shopping/product/15085001359278538390?bih=625&biw=1366&hl=en&sxsrf=ACYBGNRvqNuqArOYvv-X0kjfhiw309eXAA:158187 2696563&q=elie+saab+girl+of+now&oq=elie+saab+&prds=epd:10535099075143755246,paur:ClkAsKraX5lXPvOgA4bZffE0hWsNp1jxa1kFidppq79YvbABzt GgkZMK2NYZ0QgENRm9glpygSCmeGqPeINTgNb8ynGceT6_iw_aM6ny4iOCMUere5ua2-P2XhIZAFPVH71ZqD3DIs7l-xTgrHglamMDEgaKPw,prmr:1&sa =X&ved=0ahUKEwiDjP6Ex9bnAhW1kFwKHfkSAPgQ8gIIkgM
Pinterest links https://i.pinimg.com/originals/f4/7a/cb/f47acb9046ea18dac0400080f997c4d0.jpg https://media1.popsugar-assets.com/files/thumbor/6XeTGsLjhs2kssjA56PXrXiXTKg/fit-in/2048xorig/filters:format_auto-!!-:strip_icc-!!-/2013/02/07/2/192/1922564/88e 4d56998faf723_161605251/i/Beyonc%C3%A9-gave-us-side-view-her-Elie-Saab-gown.jpg https://i.pinimg.com/564x/1f/7e/d6/1f7ed6d5c8da947c3c24781fea409b81.jpg https://i.pinimg.com/564x/e8/73/b4/e873b4649ace9257333581464669c94c.jpg https://i.pinimg.com/564x/66/38/36/663836d84bde76f78720d5a79e9585fa.jpg
