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“You don’t win following others, you win when you have a new idea.” -- Pamela Skaist-Levy, Gela Nash-Taylor
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Contents
Brand Strategy Consumer Profile SWOT Perceptual Map Product and Price Place Store Interior Technology Brand Ambassador Promotion Mood Concept Collection Concept Design Board Pattern Neckties Pattern Bowties Fabric Illustrations Press Release Invitation Press Kit Gifts & Packagings Poster Logo Development Packages Development Posters Development
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Brand Strategy
• We will be creating a diffusion line for Juicy Couture that would be catered towards the men’s collection. • The concept of our new diffusion line named “J.Couture” would aesthetically remain the same for example the colors would be the same as what Juicy Couture is known for, such as blush pink and hot pink. • It is smart for businesses to target the areas that are doing successfully as Juicy couture still does really well in China. Currently Juicy couture is not taking advantage of it its Chinese customers therefore this strategy will be implied towards the Chinese market. • J. Couture collection will have men’s suits including blazers, tuxedos, pants, bowties and ties. • For promotion, we will focus on social media and Key Opinion Leaders (KOL). There is a need to redesign, rethink the whole image visually and practically by improving its products line. We will be focusing on China’s market, therefore social media applications will diverse from worldwide users as well as Chinese users. • Our target customer is 20-35 year old male. J. Couture will not aim at too high price, but will set in reasonable and affordable prices for both students and working class men. • The line would be colorful, playful, fun and elegant. The color combination would be pink as according to our research there is huge gap of men’s colorful clothing and there is a niche market for it that J. Couture can cater towards. • Juicy couture does not have a men’s collection yet by opening the market toward the men’s collection and creating a diffusion line it will mean the brand will have more product ranges to offer to customers. • Currently Juicy couture is not doing well in US with its collection in discount retailer Kohl’s. By ending its deal with Kohl and focusing internationally can improve and revamp the brand’s image.
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Consumer Profile
Market Segmentation: Aiming toward the Chinese market Class: Middle to Upper Middle Class Age: 18 - 35 People: Celebrities, University Students, Working Class Income: $20,000 HKD/month Geographic: China Behavioral: High Cost Effective, High Readiness to Purchase, High Customer Loyalty Psychological: High Confidence, Fashion Lovers, Playful, Workaholic 6
SWOT Strengths
Weaknesses
• Well known brand popularity • Quality is good • The brand has been here for a while now • Influence of chinese celebrities • Creating niche in the market • Filling a gap for colored suits
• The diffusion line may not appeal because of the current image of the brand • Decreased market share
• New Pricing • Market Strategies • New Demographic: China • Diffusion line can be profitable • Help in improving the brand’s image
• Overall global recession • Price conscious customers • Competitors
Opportunities
Threats 7
Perceptual Map
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Product and Price
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Place
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Store Interior
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Store Interior
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Store Interior
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Store Interior
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Store Interior
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Technology
J. Couture collaborates with FXMirror. Using the latest AR (augmented reality) technology, virtually try on a variety of outfits through FXMirror. Shopping for clothes will never be the same.
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Technology
Full Video: https://youtu.be/kXx5Ush1uCw
Scan it now!
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Promotion
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Promotion
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Promotion
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Promotion
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Promotion
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Mood
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Concept
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Collection
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Concept Design Board
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Pattern Neckties
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Pattern Bowties
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Fabric
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Illustrations
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Press Release
Press Release FOR IMMEDIATE RELEASE 2nd July, Sunday/ 5pm J. Couture by Juicy Couture Hong Kong
“JUICY COUTURE GOES PINK ONCE AGAIN” We are pleased to announce that Juicy Couture is taking a giant leap forward and coming up with our brand new menswear line called J. Couture. This is a major step towards building our international Chinese clientele and bringing back Juicy Couture. J. Couture is a men’s wear brand and our product line includes suits, tuxedos, and accessories including bow ties and neckties. J. Couture remains aesthetically the same as Juicy couture. By visualizing the elements such as pink, we have kept the brand’s identity original to what it has been known for. J. Couture will be showcasing the collection at Juicy couture store, Hong Kong, as this would be the initial step in getting the people to know the brand. Our products would be sold in China and Hong Kong. Juicy couture knows the influence of Hong Kong as a major shopping hub for the Chinese clientele from the mainland hence the preview is in Hong Kong. Jay Chou will be representing J. Couture as a brand ambassador as his influence in China as a singer is huge. He is also someone who aesthetically directly relates to J. Couture through his choice of dressing. We hope everyone would love J couture as much as the J couture team has enjoyed coming up with this playful and colorful collection for the fashionable men out there. For more info please contact Marketing representatives Batool Chishty +852 93150096 batoolc@juicycouture.com Charis Chan +852 60756633 charisc@juicycouture.com
#JCouture
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Invitation
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Press Kit
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Gifts & Packagings
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Poster
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Logo Development
JCOUTURE
J.Couture
J
JCouture
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Packages Development
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Posters Development
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By Charis Chan Batool Chishty
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