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 makes its breakthrough with his couture collection
showed in Florence, Italy. Thanks to this, Valentino gained popularity and was established as a top Italian haute couture designer.
•In 1967, Valentino was awarded with the Neiman Marcus Prize for his collections where the ‘V’ became his trademark.
•He opens his 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. Alessandra 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 •Targeted both to women and men, •Age from 24 to 35. •The customer group would be high-class society or affluent that wealthy enough to afford. •The new cosmetic line is only targeted towards women from young adults •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
• 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. • LADIES’ Collection 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.
competitorS
Position
Luxury fashion house
Luxury fashion house
French luxury fashion house
$30
face, eyes, lips, nails, brush/accessories $37
face, eyes, lips, nails, accessories $33
$60
$60
$60
Concept
Feminity, glamour and elegance
launch date
1969
Cosmetic Line
face, eyes, lips and nails
Lipstick Price Eyeshadow Price
Elegance, classic Avant garde, and simplicity classic, and elegance 1924 1991
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. •No 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
Mean Lady
Candy Lady
Shy Lady
Midnight Lady, Blushing Lady Golden Lady, Pale Lady
Price Competitive 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.
MAKEUP
MEAN LADY $ 35.00
SHY LADY $ 35.00
CANDY LADY $ 35.00
LADIE’S 4 COLORS EYESHADOWS $ 63.00
promotions
people
The elegance and feminine aesthetic should match with Valentino’s muse.
Skye Stracke
•Sophisticated and delicate look. •New York based Australian fashion model, presented in several fashion shows such as Runa Ray, Thomas Wylde, Carmen Marc Valvo, etc. •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
LADIES/ COSMETIC COLLECTION EYESHADOW SPRING SUMMER17
LADIES/ COSMETIC COLLECTION CANDY LADY LIPSTICK SPRING SUMMER17
WEB SITE
E-MAIL BLAST
Valennno NEW Cosmeec Line Release VALENTINO Valennno@news.valennno.com
F
FASM215
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