BEAUTY
STORE LOCATOR BRAND IDENTITY VISION AND MISSION LEGACY SWOT ANALYSIS PERCEPTUAL MAPPING TARGET CUSTOMERS DISTRIBUTION MARKETING MESSAGE LOCATION ANALYSIS INSPIRATION BOARD PRODUCT & PRICING IN PROGRESS PHOTOS FINAL RENDERS
TABLE OF CONTENTS
APP CURATION MOCK CAMPAIGNS GIF
STORE LOCATOR SOHO, NEW YORK
140
STORES WORLDWIDE
1800
EMPLOYEES AROUND THE WORLD
4 COLLECTIONS A YEAR
THE HOUSE’S AESTHETIC IS CLEAN, ELEGANT AND COMFORTABLE WITH A POINT OF VIEW THAT IS DISCIPLINED. ITS MAJOR CHARACTERISTICS ARE SOPHISTICATED MATERIALS, A PASSION FOR MINIMALISM AND TIMELESS MODERNITY. CELINES' CREATIVE DIRECTION IS UNDER THE GUIDENCE OF PHOEBE PHILO AS OF 2008. CELINE IS A COMPANY WHICH CREATES AFFINITIES, BUILT ON A CLEAR VALUE STYSTEM: SINCERITY, AGILITY AND FOCUS. CELINE LOOKS ABOVE ALL FOR INDIVIDUALITY AND TALENT IN THOSE WHO CONTRIBUTE TO ACHIEVING THIS GOAL, NOT A SPECIFIC PROFILE.
IDENTITY
VISION & MISSION VISION & MISSION
ALTHOUGH CELINE DOES NOT RELEASE ANY OFFICIAL MISSION STATEMENT ON ITS WEBSITE, ITS PARENT COMPANY, LVHM GROUP STATES THE MISSION OF THE GROUP IN ITS OFFICIAL WEBSITE. “TO REPRESENT THE MOST REFINED QUALITIES OF WESTERN ‘ART DE VIVRE’ AROUND THE WORLD.” THEIR PRODUCTS, AND THE CULTURAL VALUES THEY EMBODY. BLEND TRADITION AND INNOVATION, AND KINDLE DREAM AND FANTASY. SPIRIT OF CELINE: FUNCTIONAL CLOTHES WITH A PARTICULAR FOCUS ON MATERIALS AND SUBTLE TAILORING. THE CELINE STYLE GETS STRAIGHT TO THE HEART OF THE MATTER WITH A TIMELESS COLLECTION OF STRONG BASICS AND ELEGANT MODERN LINES.
CELINE IS A BRAND THAT HAS ALWAYS BEEN POLISHED, VERY FRENCH, AND CLEAN, OVER ITS 64 YEAR HISTORY. CELINE VIPIANA RE-WORKED THE FABRIC AND OFFERED IT IN A WIDE RANGE OF COLOR SO HER WOMEN BECAME TRENDSETTERS. WHAT SHE LEFT BEHIND WAS PRODUCTS THAT MADE THESE WOMEN FEEL CLASSIC, YET STILL MODERN. IN 2008, PHOEBE PHILO WAS APPOINTED CREATIVE DIRECTOR AND BOARD MEMBER OF CELINE AND PRESENTED HER DEBUT COLLECTION THE NEXT YEAR. SHE HAS ESTABLISHED A LANGUAGE- CLEAN CLASSICS, DEFINED BY SQAURE, BUT SLIM TAILORING AND BUILT IT OUT INTO A NEW EXCEPTIONAL EXAMPLE OF MINIMALISM.
LEGACY
STRENGTHS
OPPORTUNITIES
AESTHETICALLY BEAUTIFUL
ABILITY TO CONTINUE RETAIL DESIGN IN CELINE STORES WORLDWIDE
EXUDES LUXURY AND BRAND DNA/CODES
BUILDS BRAND IDENTITY AND FAMILIARITY WORLDWIDE
ENHANCES BRAND UNIQUENESS
PHOEBE PHILO IS CONTANSTLY TALKED ABOUT IN THE PRESS
SWOT ANALYSIS WEAKNESSES COULD BE SEEN AS ELITIST PREFERENCE FOR PRIVACY CAN MAKE IT HARD FOR PROMOTION OPPORTUNITIES DOESN’T SEE NEW CUSTOMERS
THREATS INTENSE COMPETITION COPY CATS AND COUNTERFITS NO E-COMMERCE IN A HIGH TECH WORLD EXCLUSIVITY OF THE LABEL
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CURRENT POSITIONING
HERMES GUCCI LOUIS VUITTON CHANEL
CELINE
FENDI
BALENCIAGA
CHLOE
PRADA
SAINT LAURENT HIGH ACESSIBILITY
LOW ACESSIBILITY
$$
CELINE TARGETS MOSTLY MATURE WOMEN WHO WANTS TO REPRESENT AN ELEGANT, MINIMALIST, MODERN AND CHIC STYLE. THEY ARE ALL DIFFERENT BUT HAVE AN APPRECIATION FOR LUXURY GOODS THAT SUGGEST SOMETHING NEW BUT MADE TO LAST. CELINE IS AIMED AT CUSTOMERS WHO HAVE A MORE DISPOSIBLE INCOME TO INVEST IN THIS LUXURY FASHION BRAND, THUS BELONGING TO THE UPPER MIDDLE CLASS TO UPPER CLASS. MOST OF THEM ARE FEMALES WHO ARE 30 YEARS OLD AND ABOVE AND WORK OUTSIDE AS WORKING WOMEN. THEY LIVE IN DEVELOPED CITIES AND URBAN AREAS, ESPECIALLY FASHION VENUES SUCH AS NEW YORK, LOS ANGELES, PARIS, ETC.
TARGET CUSTOMER
JULIANA 34 FEMALE EXECUTIVE OFFICER FOR ELLE MAGAZINE $200,000 INCOME NEW YORK CITY MARRIED FASHION FOWARD, HARD WORKER, APPRECIATES GOOD LUXURY PIECES, ENJOYS TRAVELING, YOGA, VEGAN
MARIA 28 FEMALE CELEBRITY STYLIST $150,000 INCOME LOS ANGELES SINGLE FASHION CONCIOUS, LOVES JIL SANDER AND NET-APORTER, COFFEE ENTHUSIAST, TRAVELS FREQUENTLY, SOCIAL BUTTERFLY
JAIME 40 FEMALE MARKETING MANAGER FOR URBAN DECAY $175,000 INCOME SEATTLE SINGLE LOVES ORGANIC FOODS, WORKAHOLIC, FASHION TREND PURSUER, SOUL CYCYLE, INNOVATOR, BLOGGER
NO E-COMMERCE CELINE DOES NOT PARTAKE IN ONLINE SELLING AND PREFERS TO COMMUNICATE WITH CLIENTS DIRECTLY. CELINE WANTS THE CLIENT TO VISIT THE STORE, TO TOUCH AND FEEL THE PRODUCT BEFORE PURCHASING, BUT ALSO TO TRY ON THE PRODUCT, WHICH IS AN IMPORTANT SELLING FACTOR IN CELINES' RETAILING DIVISION. CELINE WILL CONTINUE TO ONLY DISTRIBUTE THESE MAKEUP PRODUCTS IN STORE, BUT WILL ADVERTISE TO THE CONSUMER THROUGH MAGAZINES, BILLBOARDS AND INSTAGRAM.
DISTRIBUTION
BEAUTY IS A NEW UPCOMING TREND; ALMOST, IF NOT THE SAME AS BIG AS FASHION. CELINE WOULD BE COMPETING WITH OTHER HIGH END FASHION BRANDS WHO SELL BEAUTY PRODUCTS SUCH AS DIOR, CHANEL AND TOM FORD, BUT THE CELINE CUSTOMER WILL INVEST IN THEIR BEAUTY PRODUCTS WILL HAVE AN APPRECIATION FOR THE QUALITY OF MAKEUP, AND HAVE A DEEP ADMIRATION FOR THE BRAND. THIS WOULD BE A PERFECT OPPORTUNITY FOR CELINE TO DO A BRAND EXTENSION AND OFFER A BEAUTY LINE TO THEIR CUSTOMERS. ALSO, IT WILL GET THEM TO COME INTO THE STORE TO TRY THESE PRODUCTS IN PERSON AT THE BEAUTY BAR.
MARKETING MESSAGE
SOHO, NY
LOCATIONANALYSIS
CELINE OPENED ITS SECOND STORE IN NEW YORK, LOCATED ON 67 WOOSTER ST IN LOWER MANHATTAN. SOHO IS KNOWN FOR THEIR VARIETY OF SHOPS, RANGING FROM UPSCALE BOUTIQUES TO HIGH END FASHION RETAILERS. SHOPPERS CAN FIND OTHER DESIGNERS IN THIS DISTRICT SUCH AS OPENING CEREMONY, BURBERRY, MARC JACOBS AND CHLOE. BEAUTY AND COSMETICS ALSO HAVE A PRESENCE IN THE AREA SUCH AS SEPHORA AND BENEFIT COSMETICS.
INSPIRATION BOARD
FOUNDATION PALETTE TRAPEZE
$58
PHANTOM MASCARA
LUGGAGE BRONZER
PINK NUDE LIPSTICK BRONZE BEAUTY LIPSTICK RED VELVET LIPSTICK
PRODUCT & PRICING
$38 $45 $35
$35
$35
IN PROGRESS
FINAL RENDERS
APP CURATION
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