Alexis Ardelean | Bhuvi Kalra | Bhavya Garkemukhu | Christina Greifenstein Fashion Promotion | FASH 763 Prof. Alessandro Cannata
PRODUCTION
Alexis Ardelean Bhuvi Kalra CONCEPT
Bhuvi Kalra Bhavya Gark Alexis Ardelean Christina Greifenstein DIRECTOR OF PHOTOGRAPHY
Ben Buccheri CREATIVE DIRECTION
Alexis Ardelean Christina Greifenstein MODEL
Ania Marie Polishchuk CAMERA OPERATOR
Ben Buccheri SCREEN WRITING
CONTENTS 1
EXECUTIVE SUMMARY
2
INTRODUCTION
3
INDUSTRY OVERVIEW
4
BRAND EXTENSION
5
THE IMC PROCESS A. THE BUSINESS ISSUE B. CONSUMER INSIGHTS
Erica Matz
C. COMMUNICATION MIX
VIDEO EDITING
D. BUDGET ALLOCATION
Grace Caroline Pickett Alexis Ardelean COLOR EDITING
Grace Caroline Pickett MUSIC
Premium Beat SOUND EDITING
Lorenzo Mattiello SPECIAL THANKS
Alessandro Cannata Oscar Betancur A commercial inspired by Lanvin Paris
E. CAMPAIGN LAUNCH F. CAMPAIGN EVALUATION
APPENDIX
Executive Summary Lanvin, a luxury fashion brand, stands for the highest quality and authenticity, as well as its French origins and heritage. Incorporating that into their new offering, Lanvin Travel Trunks, elevates travel by bringing elegance back to modern exploration. The brand created luggage that lends ease and beauty to every mode of travel. The goal is to cater to the five-star faithful and million-miler travelers. What is unique about Lanvin is that it is already established in leather goods and this repositioning aims to merge the rich designs and utility to reposition the brand, for the millennials. To enhance that, an integrated marketing strategy is also implemented in this project while focusing on various media channels. With the use of marketing assets, this brings Lanvin a new tone of voice while not losing its aesthetics. Lanvin’s brand strategy for being connected with their customers is to accentuate and promote the concept of “Unpacking Experience,� valuing the luxury experiences and memories the most.
Introduction Lanvin is one of the oldest French fashion houses with their headquarter located in Paris, France. In order to understand Lanvin, it is essential to understand the woman behind the brand. Jeanne Lanvin was a pioneer in many aspects of the fashion field. She wanted to keep moving forward and never become irrelevant. Lanvin acquired many traits in the industry to develop the brand’s business to what it is today. She did this by continually emerging new departments to meet the ever-changing societal needs. From hats, children, young ladies and women’s collections to furs, lingerie, wedding gowns, sports attire, men’s collections, perfumes, and decor. Jeanne Lanvin built her brand into a lifestyle empire. The creative energy, curiosity, and inventiveness of Jeanne Lanvin are the key factors for the brand’s success. When she was not working on the next collection for her brand, she was always traveling. She would log everything that she experienced, saw and what inspired her. She kept her travel journal in her office bookcase.
She not only founded the longest-running French fashion house still in operation, but also embodied the emerging values of the modern independent woman, and was the first to envisage style as a way of life. Her patterns, shapes and fit, understated and streamlined, belied the virtuosity of her couturiers, evident in every minute detail of exquisite embroidery, topstitches, twists, spirals, and cut-outs. Such was the recipe that made the name Lanvin synonymous with sartorial excellence. Currently, The 31-year-old French designer, Bruno Sialelli, is the Head Creative Director of Lanvin Paris.
Consumers wanting premium luggage and travel bags have been an occurring trend that has emerged within the market for the last couple of years. The leather luggage industry has obtained growing support from the government, and this is further inclining a market growth in the sector. Factors such as an increase in domestic and international trips and an increase in disposable income the global leather luggage and goods market are forecasted to have a compelling growth due to a rise in fashion-conscious consumer (Bisht, 2016).
Industry Overview According to Bain & Company, tourism and travel have been on an upward trend even more so in China’s rising middle class. In 2014 over 100 million trips overseas were made by Chinese citizens. By 2015 that number had grown by 10 percent and is expected to reach 200 million trips by 2020. A third of global luxury sales were driven by Chinese consumers in 2016, with 80 percent of spending being done abroad. As consumers are spending their time on travel experiences, the luxury luggage category can benefit from this immensely. As growth in the luxury sector has been stagnant, high-end luggage is making a comeback. Euromonitor estimates that the global market for luxury travel good is going to reach a value of $5 billion by 2020 (Hoang, 2016). From 2018-2023 the global luggage market is expected to increase at a rate of 7.7%. In recent trends, there has also been a growing demand for luggage that embodies high-quality value. High-quality luxury luggage includes products that are, fireproof, crack proof, dustproof, and is durable.
Brand Extension The company, Lanvin, is going to extend their product offering by moving into the luggage sector. Since Lanvin is a lifestyle brand, it will hone in on history. Jeanne Lanvin was a frequent traveler, and it makes perfect sense to go into luggage sector based on travel. The luggage is going to be highly crafted and has only the best materials excavated. The suitcases are going to include three types of travel trunks. First is the main luggage, then the carry-on and have the vanity case that attaches to the carry-on.
STRENGTHS • Lanvin is already established in leather goods • They have their in-house designing • The French company is in business since 1889 • Lanvin has a diverse portfolio and established expertise WEAKNESSES • Unstable financial situation and changing company owners • Low brand awareness in emerging markets like China OPPURTUNITIES • Luxury travel is a fast growing market • The millennial market is soon to be the biggest spending power in the luxury travel sector THREATS • Strong competitors in the travel luggage sector (i.e. Louis Vuitton) • Protectionism in China implements high taxes on foreign brands • High-earning luxury travellers form only 4% of the market
SWOT Analysis
Competitor Analysis
Competitor Brands In identifying the competitors of Lanvin Paris, reasearch was focused on 2018 year. Lanvin is a luxury brand serving all categories, from hats, children, women’s collection to lingerie, wedding gowns, handbags. The factors for competition include market share, sales, price, distribution, functional benefits and aesthetics.
Gucci Millennials are now less interested than previous generations in outward displays of status. That is turning them from the Traditional luxury selling point to other luxury brands. Gucci has a lower budget for its quality control department than other luxury brands. This leads to lack of consistency and the possibility of damage to quality across its various outlets. It has been particularly popular in China but some sales have slowed down from the brand’s exceptional levels. In 2018, the leather goods product category generated 57 percent of Gucci’s global revenue.
Goyard Goyard has a different marketing strategy with very dense positioning and is only recently opening up to Social Media resulting in low brand awareness It does not reflect its past glory and successes among the contemporary generation that aspire for prestige and heritage in brands. Has an incoherent online image in relation to the brand’s identity.
Yves Saint Laurent
Louis Vuitton
Bottega Veneta is comparatively a younger brand
It is considered a younger brand comapring to other brands in focus.
In 2018, leather goods made up 84 percent of Bottega Veneta’s global revenue.
In 2018, leather goods made up 64 percent of Saint Laurent’s global revenue.
They have very modern designs.
It has a very modern take on design and aesthetics.
Japan is one of Louis Vuitton biggest markets and more than 85% percent of Japanese women own an LV product. This has reduced the ability of the company to look at other markets.
Bottega Veneta
The brand targets a niche market. Has a Low/limited production capabilities.
Psychographic • Travelled all over the world
Mental Space
• Passionate about career - puts it above anything else in her life • Apartment in Manhattan, New York - When she needs her private time. • Most of the time travelling either for movies, promotions or events. • Married to famous French Music Producer, they spend most of their time at their apartment in Paris.
Sociographic • She is always on the go - looks for quality and durability in each item she owns • Recognised everywhere she goes - followed by paparazzi all the time • Loves staying busy and hardly ever says “no” when being invited to a movie premiere or a gala • She’s a jet-setting, tech-investing, feminist who takes a stand for what she believes in and isn’t afraid to speak about the tougher issues - Involved in issues like education, hunger, and equal rights for women
Victoria Blyth Victoria, a world-renowned actress and international celebrity, is 28 years old. She supports NGOs and social welfare and is actively involved in world peace and betterment. She is independent and self-made, she earns ten million dollars per year.
• UNICEF’s Goodwill Ambassador • Earned a spot on Time’s 100 Most Influential People and Forbes’ World’s 100 Most Powerful Women list
Behavioral
Connection Moments
• Exclusivity is key for her - values her unique and luxurious lifestyle
• She is looking for unique and reputable pieces that make her stand out even more
• Being taken directly to the aircraft, without the check-in, baggage or security process and accompanied by a personal escort is normal for her
• Likes to spend on luxury brands - prefer brands which have history and heritage - stays away from new brands which fade away eventually
• Tends to go non-minimalistic while travelling, so she carries most of the stuff in her luggage • When not working - she wants to be around family and friends - spending quality time with them and travel to exoctic places • Reasons to travel - She likes to attend fashion weeks all around the world - be part of launch events and museum events • Spa-on-arrival makes up for exhausting long flights when she has to go to new locations to shoot
• She knows she has all the attention wherever she goes - so wants everything in her look to be perfect • Her vacation is either a “Digital Detox” going against the general trend by choosing destinations on the basis not of how much connectivity they offer, but how little. • At other times, if technology can deliver new hedonistic and indulgent personal experiences - she posts regularly to show her experience is unattainable by the masses
Psychographic
Market Space
• She loves her work and keeps travelling to promote her new collections • Collaborations and photoshoots take her to different parts of the world • She is hard-working but also believes in taking out time for herself and rejuvenate • She is a foodie and keeps looking for new places to eat and travel
Sociographic • Being a designer is not an easy task - she is always busy working on future collections with design team under her •
Doesn’t feel the need to be fancy on a daily basis but when she is travelling - she wants to travel in style and luxury
• She spends all her saved money on the trip/ vacation - luxury purchases like her luggage • She is looking to break herself entirely from her home life and engage sincerely with a different way of living
Ella Mcguire Ella, Designer and Creative Head of her own Fashion Label, is 32 years old. She is the daughter of a former athlete but has made her own name in the fashion industry and is well-recognised because of her work. She is independent and self-made, she earns $80,000 per year.
• Constantly looking for a new moment to share with her followers
Behavioral • She likes to travel in style • Her friends are also traveling the world so she feels the need to post on instagram her travel journeys • She has connections all over the world in fashion industry and she prefers to stay in her friends’ resorts or farmhouses for a relaxing vacation to recharge
Connection Moments • Being a designer herself, she has an eye for beauty and aesthetics • She trusts on rich and classy brands. • Luxury and quality are most important to her while travelling • As she is always active on social media, she wants to make sure all her posts are perfect
Oppurtunities • With an engaging promotion strategy, updated associations can be generated: results in a higher brand awareness • Target the consumer with strong imagery they can relate to • Able to show and promote Lanvin’s role in art and history
Business Issue
Challenges • Lanvin is not renowned for strong promotion campaigns - there are no fashion films circulating. • Lanvin once promoted via fashion film and then stopped a while back. Fashion films is going to be re-introduced and need to be executed in a favorable way.
Lanvin is not associated with luxury travel luggage and has consequently a low brand awareness. According to the focus group which was conducted, the brand has a huge potential: not only does the brand offer sophisticated leather goods, but the founder, Jeanne Lanvin, was a traveller herself. The experiences she made on her trips funneled her creations and helped Lanvin to become a renowned brand. Due to these links and the existing expertise in leather goods, combined with the rich heritage, it is believed that the necessary associations can be built and that the low brand awareness in the luxury travel sector will be tackled.
1. Research Goals Secondary and primary research was conducted in order to compile findings which will influence the promotion strategy. While secondary research will justify the extension from an analytical point of view, primary research will allow consumer insights. The goal is to find out whether it makes sense for the brand to extend into travel luggage or not. Factors such as the size of the travel market, the opportunities and risks within that and the consumer research will be further research goals. It is also to find out how to best communicate a luxury experience in order to create a successful promotion strategy.
Key Consumer Insights
2. Selection and Justification of the Research Format In regards to primary research, interviews and a focus group will be conducted. In-person interviews allow to point questions at specific topics and focus on one person only. When asking delicate questions in particular, one cannot assume that the respondent is expressing their thoughts freely and honestly - which can happen consciously but also unconsciously due to certain biases. In order to prevent such a situation, projective techniques were incorporated in the interview and also part of the questions for the focus group. The specific benefit of conducting a focus group, is the chance to offer the target audience a platform to start a conversation, talk about their concerns regarding the topic and find feasible solutions for their problems. This proved to be very helpful, as the group of people can bounce off ideas and differing points of view become evident.
3. Research Design Chart
4. Analysis of the Results An interview was done with five individuals of the Luxury and Fashion Management department. For their exact answers please refer to Appendix 3. Four out of the five participants knew of the brand Lanvin but were not very familiar with it. As for heritage, only 2 out of the 5 participants valued it, while quality, style, and disposable income are what drove the others to buy luxury goods. It is depending on the consumer, their purchasing behavior, and brand preferences. The last question was if it would make sense for Lanvin to go into luggage. The respondents said that since the brand uses phrases like “journey” in its stories, it would make sense to go into the travel sector and the brand can build significant associations to make it a successful extension. Others made a point that the luggage industry is booming so it would be a good idea. Based on the interviews, conducting a focus group allows further consumer insights. The basis for the focus groups is to find out these factors: •
Is the extension feasible?
•
Expectations of luxury suitcases.
•
Consumer behavior and purchasing patterns.
•
Drivers of the luggage consumption.
•
Associations with luxury travelling.
Key Consumer Insights Seven individuals apart of the Luxury and Fashion Management program at Savannah College of Art and Design participated in the focus group. Please refer to Appendix 4 for a specific analysis. The overarching goals of this focus group were to identify opportunities and challenges of the business issue, consolidation of the mental and market space, best forms of communication, and advertising for luxury travel. Key insights derived from the focus group included a change in our product assortment. The initial product assortment was going to be a hat box, main luggage, and a carry on luggage. The focus group was not a fan of the hat box because they did not see what purpose it held besides carrying around hats. Nevertheless, the group was in agreement with a portable case to the carry-on and adjustments were made accordingly to the product assortment. When bringing functionality to the table, the group brought up having four wheels, lightweight, durability. Added values to the luggage were personalization, phone charger, having an interior that is wrinkle resistant and being compartmental. Diving into marketing, the focus group pointed out that micro-movies are more memorable because they are short sweet and can convey luxury if it is done well. As for informing themselves about the next travel destination, they look to Instagram, Conde Nast Traveler, and keeping track of ticket prices. If it were not Instagram, they would use things such as a travel agent, word of mouth, youtube bloggers, books & magazines, etc. With the group’s feedback the final mental and market space was consolidated and their associations of luxury travels funneled the big idea: travel luxury for them mainly means high quality resorts, unique experiences on the seaside, as well as alcohol and food. In conclusion, the focus group helped maintain critical insights into the next stages of our product development, marketing integration, and perspective into the luxury travel market.
Mental Space Reward Hunters are the luxury traveller of the future. They seek a return on their investment when travelling and they look for innovation in the travel sector. This tribe is looking for a break from their busy, high achieving lives and wellness is key when traveling - including both physical and mental self-improvement. They seek truly extraordinary, and often indulgent ‘must have’ experiences. Due to these characteristics, the Reward Hunter can be identified as the mental space. Market Space Traits from Cultural Purists and Social Capital Seekers can be identified for the market space of the Lanvin Travel Trunks extension. The Cultural Purist takes travelling as an opportunity to break from home lives and live differently, they like to immerse themselves in historical landmarks and museums as well as niche experiences. The Social Capital Seeker instead highly values to be considered as well-travelled. They look for maximal social reward from their travels and exploit the potential of digital media to enrich and inform their experiences and communicate them to their peers. Being watched by online audiences is crucial to this tribe.
Positioning Strategy In order to put the brand extension Lanvin Travel Trunks in relation to competitors, a perceptual map outlines the state of this market segment. Brands were compared on both qualitative and quantitive grounds. In regards to the qualitative aspect, the heritage of the brands proved to be a crucial factor in the primary research. Further, the price can be identified as a quantitative measure to evaluate the positioning of a brand.
Brand Oriented • Raise awareness • Be perceived as a knowledgeable luggage brand specifically for luxury trips • Overcome old-fashioned stigma • Update the brand from its current advertising standpoint
Pre-Purchase • Target and drive a specific market • Create buzz • Include various medias to spread a word and reach a larger audience • Introduce the brand’s rich heritage to the new customer base
Post-Purchase. • Create A long-lasting, memorable engagement and retention • Create repeat exposure for the brand through a long lasting source of advertising (magazine) • Prevent buyers remorse by offering post purchase services (warranty, money back guarantee, instruction booklets, toll-free helpline)
Communication Objectives
Communication Strategy
Attention
Knowledge
Liking
Preference
Conviction
Purchase
Media plan in order to grab the attention of the younger market that focuses on luxury travel experiences
Communicate and promote Lanvin’s high quality luggage line (craftsmanship, heritage) and raise awareness
Lanvin is no longer perceived as old school and is adapting to the millennial market, meeting their experience-led consumption behavior
Customers choose Lanvin over competitors, due to its high quality, with added benefits (design, compartmentalization and customization), niche positioning and strong brand history.
This initiative will create a new customer base for Lanvin without having to change the design aesthetics of that of the brand.
The purchase retention rate will be steady due to increased trust and loyalty. The customer would stick to the brand due to established brand preference with less to no trial purchases.
Achieve traffic through social media (mainly instagram) and direct them to Lanvin’s website Connecting the luxury experience through storytelling to their aspirations/ memories
Communication Mix Primary Medium
The primary medium that our target audience uses is digital media: social media: i.e., Instagram and Youtube Since millennials are digitally savvy - about 85 percent own a smartphone and that is why it is essential to have a digital primary medium. The web and social media are critical to the generation, and it is where most of their research comes from online. While watching TV, nine out of ten millennials surf the web on their computer. They also watch, on average, 6 hours of online videos per week. Consumers in their 20s switch from communication and platforms about 27 time’s per hour when they are not busy as told by Advertising Age. Opposing to to baby boomers, millennials are three times more likely to go to social media when trying to find reviews on where and which products to buy (Segal, n.d). The focus group allowed insight into representatives of the market that use social media, in particular Instagram, to inform themselves on their next travel destination. Currently, most Americans use Youtube and Facebook - younger generations instead, rely heavily on Instagram and Snapchat (Smith, 2018).
Secondary Medium In regards to the secondary medium, magazines and billboards were identified which can be categorised as traditional media. Magazines offer an array of creative fluidity represented in an advertisement, which will funnel the recreation of the brand’s image. In magazines, there are too many variations of titles that can be attractive to different magazine segments. With niche magazines that have a limited outflow, people who subscribe to it are more likely to keep it rather than throwing it out. Both research and focus groups highlighted the importance of travel magazines when considering the next travel destination. Billboards can drive traffic to Lanvins brick and mortar stores and can allow more exposure simply by a glance (Ang, 2014).
Social media postings by family and friends account for 24 percent of millennials decisions for where their next vacation destination is going to be. While in retrospect 22 percent of the demographic reads magazines and newspaper articles to key into where they want to travel next (Amster, 2018) As people are planning for their new travel destination, they are consulting the mix that has been discussed, and that is why the advertisements will be placed on these two mediums. The campaign is going to have the same message across all media in order to create excellent synergy. When people see the video/micro movie on their phone and then walk past a magazine stand to see the same message, the product recall will be enhanced. According to And, when seeing the advertisement on different media, it becomes more credible and effective (Ang, 2014).
Budget Allocation In regards to the budget allocation, percentages of the budgets were allocated across all media based on the importance and effectiveness funnelled by the research. Magazine advertisements make up 25% of the budget, a 10% share will be assigned for billboards, 3% of the budget will be invested in the youtube channel and 2% in the Lanvin website. A weekend getaway launch party would will cost 30% of the budget and be essential to launch the brand extension thanks to celebrity marketing on Instagram which promotes the line and brand among the millennials.
Launch Party
Youtube
Celebrity Marketing
Social Media
Promotional Videos
TASK
TASK
TASK
Launching the luggage line through a luxury weekend getaway for celebrities Invitations with the brand’s personalized luggage tags - Big celebrities which fit the mental space would be given carry on luggage with the invite, in order for them to carry it to the event for promotion Sponsoring the trip as well as paying them to come - expensive event
Micro movies and Video snippets of luxury experiences, weekly / daily posts, Instagram stories, live and Tv - luxury travel experiences (food and places to visit), content of the launch event and celebrities capturing their vacations carrying Lanvin luggage
promotional videos, content of the launch event and featured celebrities Increase brand awareness and consumer social engagement, targeting the market space and millenials
OBJECTIVE
MEASURING EFFECTIVENESS
OBJECTIVE
Increase brand awareness and consumer social engagement, targeting the market space and millenials; celebrities: increased trust factor.
Views, likes, shares,clicks, comments
Generate desire among the audience to buy the new luggage line introduced by Lanvin - create media buzz with the dedicated hashtag #unpackingexperience MEASURING EFFECTIVENESS
Magazine Supplement
Conde Nast Traveller
Street Kiosks and Posters
Booklet
Digital & Print
Digital & Print
TASK
TASK
TASK
Promotional content in a separate booklet as a supplement with Vogue.
Double page ad, on the opening of the magazine, depicts the luxury travel experience with the luggage in focus.
Showcasing a luxury experience with the Lanvin Luggage, placed next to Lanvin boutiques and department stores.
Full-screen ad for the digital version.
OBJECTIVE
OBJECTIVE
Increase awareness, high frequency and shopping invite: direct call to action
OBJECTIVE creates brand awareness and consumer is able to connect with the brand by gaining information related to the product and the associated experience MEASURING EFFECTIVENESS CPT for Print version and Online diagnostics for Digital - Views, shares, clicks.
Increase brand awareness amongst consumers MEASURING EFFECTIVENESS CPT for Print version and Online diagnostics for Digital - Views, shares, clicks.
MEASURING EFFECTIVENESS Brand awareness through frequency due to frequent exposure
Views, likes, shares,clicks, comments of the posts by the participants
OBJECTIVE
MEASURING EFFECTIVENESS Views, likes, shares,clicks, comments of the posts by the participants
Lanvin Website TASK: Creating a informative sub-page for the extension - website linked to social media - emails sent for promotions to existing customers - promotion video / micro movies associated with the luxury experience - testimonials are featured on the website OBJECTIVE: Brand presence through retail experience and engaging people to initiate purchase MEASURING EFFECTIVENESS: Clicks, time spent on the website, conversion rate
Research shows that consumers gear up for mini-getaways during spring and get ready for vacations in June and July. As the Lanvin target market will travel the world and enjoy vacations mainly during that time of the year, the launch of the Lanvin Travel Trunks will be in regards to the Spring/Summer vacation. Holiday season is considered to be the time for family trips rather than individualistic luxury experiences. As a consequence, a peak is expected but the focus of the target market is in summer.
The month of April will be the pre-launch period, when invitations will be sent out to announce the weekend get-
Timing of the Launch
away. In May, the line will be introduced with the event and afterwards people will be bale to buy the luggage for their upcoming vacations. The months of August, September, October and November will be post-launch, when the reach and sales of the products will be measured and preparations for the holiday season will be made.
The Big Idea The brand’s success is its key competencies, the creative energy, curiosity, and inventiveness of Jeanne Lanvin. When she was not working on the next collection, she was always traveling. She would log everything that she experienced, saw and what inspired her. She kept her travel journal in her office bookcase. Jeanne Lanvin was a frequent traveler and it makes perfect sense to go into Luggage sector – attention to detail, individuality and, of course, luxury, glamorous travel. In the commercial, a woman is packing and as she brings out her suitcase she finds an old photograph of her previous trip. She is transported back to the moments she would forever remember from that trip. Throughout the campaign, the product will be tied to exclusive luxury experiences and a whole world is built around the Lanvin Travel Trunk. One where people would feel good for getting that product from Lanvin. It is the embodiment of what we all love about travel: the arrival, the exploration, the discovery of different places and cherishing each and every moment. Our belief, that traveling can truly enhance your life, is shown in the promotional campaigns. There’s so much more one can do in the travel space—
luggage is only the beginning!
Mood Board
Execution PRELIMINARY SUBJECTIVE EVALUATIONS Through hedonistic immersion, imagery will support the target market should buy Lanvins luggage: The aim is to tie the product to a luxury experience and as a consequence, the product has to be part of the ad. Otherwise the message is opened up for interpretation.
EXPLORATIVE CONCEPT TESTING Do you connect with the tagline? Is it memorable? Does the mood board resonate with Lanvin’s Brand Image? Through explorative concept testing, key insights of a focus groups and interviews were obtained and nurtured the storyline - for further information, please refer to Appendix 1 and Appendix 2. The following are the insights obtained: Luxury is an experience such as going boating on a yacht in the ocean, checking into an extravagant hotel and eating at a fancy restaurant. Luxury travel to the focus group consisted of destination, comfort, added customer service value, and going to inaccessible places. Luxury activities to the group are yachting, laying on the beach, wine tasting, spa, food, etc.
EXECUTION TACTICS The big idea funnels a number of different but related executions: The theme unpacking experience allows the development of several campaigns which are focused on various luxurious experiences. By relating the luxury luggage to an experience, the campaign will gain the millennial’s attention. Ultimately, a top-down process takes place through a voluntary process. Showing a slice of life, a luxurious travel experience that the target audience aspires, the campaign is relatable and emotional resonance will be the result of this tie to a memory.
Magazines Posters - Indoor
Facebook Street Kiosks - Outdoor
Instagram YouTube
Campaign Evaluation CAMPAIGN TRACKING TECHNIQUES & TIMING In regards to the Campaign evaluation, continuous tracking will be conducted in a single source panel. Within the target audience, 15 people per week will be selected to test the performance of the advertisements and evaluate the influence on their purchasing power. Responses will be tracked over a 3 week period and used to identify specific trends. This will happen continuously through all stages of the launch: pre-launch, launch and post-launch. A further tacking method is the analysis of Social Media Business Analytics of digital media. A constant track of views, overall reach and impressions would be handled by the marketing and promotion team.
CONTINIOUS CAMPAIGN TRACKING
AD DIAGNOSTICS Ad diagnostics are to see how effective the campaign is in brand recall by Inference - Subsequent sales - Market share • Brand awareness: Has brand awareness increased over time? When thinking about luggage, what brands come to mind? • Purchase Intentions: If you were to buy luggage, what brand would you most likely buy from? • Brand considerations: What other luggage brands would you consider buying from? • Ad recall: Please describe and social media ads you have seen for luggage. • Ad recognition: Is to show our ad unbranded and ask have you seen this ad? What is the brand? • Message take-out and image tracking: When looking to see if the advertisements is influencing brand image it brings up the question… What do you think is the overarching message of the ad for the Lanvin brand, aside from encouraging you to buy. The metrics that are going to be used are Key Performance Indicators such as SEO Keyword ranking and traffic with the #UnpackingExperience and Lanvin Luggage. Using google analytics can also track web-traffic sources to see what website draws in most attention and why. From the analytics, total visits and average time on a page can also be analyzed to see what draws in the consumer and why.
Appendix APPENDIX 1 - TALENT PRODUCTION Alexis Ardelean Bhuvi Kalra CONCEPT Bhuvi Kalra Bhavya Gark Alexis Ardelean Christina Greifenstein DIRECTOR Ben Buccheri CREATIVE DIRECTION Alexis Ardelean Christina Greifenstein MODEL Ania Marie Polishchuk CAMERA OPERATOR Ben Buccheri SCREEN WRITING Erica Matz VIDEO EDITING Grace Caroline Pickett Alexis Ardelean COLOR EDITING Grace Caroline Pickett MUSIC Premium Beat SOUND EDITING Lorenzo Mattiello
APPENDIX 2 - FINAL STORY LINE EDITED – INT. Bedroom - DAY Victoria, an upbeat and imaginative girl gathers her fashionable belongings into a suitcase. She is going on a trip! Alongside the belongings she is packing are souvenirs from past trips, among which she comes across old polaroid photos from a past vacation, the cursive font reads: SAVANNAH, GEORGIA. Victoria holds the photo close to her as she is immersed in the memories from the trip. FADE OUT. INT. HOTEL LOBBY - DAY Victoria walks towards the hotel, and enters through glass doors. The hallway is grand and adorned in marble. Her fashionable shoes click as she walks on the shiny floor. She approaches a doorway to a balcony. Pushing through the door, she is washed in Savannah sunshine as she steps out onto the balcony. EXT. BOAT - DAY Victoria stands at the front of the boat, enjoying the wind against her face and looking towards the faraway bridge of the Savannah River. Taking a sip of a bubbly drink, Victoria is happy and relaxed. The bridge is getting closer and water sprinkles. INT. BEDROOM - DAY Victoria shuts her jewel-toned suitcase confidently. She knows exactly where she is headed next and what she will do once she is there. She wheels the luggage out of the room gracefully and walks with confidence towards her next adventure.
APPENDIX 3 - INTERVIEW ANSWERS Interview Questions & Answers: Question 1: Do you know the brand Lanvin? Question 2: If you were to know Lanvins rich history, would that affect your purchasing decision? Question 3: Would it make sense if Lanvin would go into luggage? Interviewee: 1 Heard of, but not super familiar Probably not. Heritage isn’t a huge factor in my luxury purchases Maybe. They’re consumer seems wealthy and global. They use words like “journey” in their fashion stories so maybe they’re consumer travels frequently. Interviewee: 2 Yes. I have an idea of their story and I think I wouldn’t change my purchasing decision because I don’t have the disposable income to buy it yet. However, I would buy it if I got the possibility. I think it could be very interesting. Interviewee: 3 Yes I know about Lanvin Depends on the style they offer but personally i’m more into Alexander McQueen and Louis Vuitton It certainly would. Even though Lanvin is not much a lifestyle brand but it does have a lot of potentials. There are many areas Lanvin can explore and I think it will be successful. Interviewee: 4 No If Lanvin is a luxury brand and has a good heritage I would buy it. I love to travel so It would be nice to travel with luxury luggage. Interviewee: 5 Yes, but do not know a lot about it I would if I had the money. I would buy Gucci because I know the brand and trust it, so same with Lanvin. Sounds fun, luxury luggage industry is growing right now.
APPENDIX 4 - FOCUS GROUP RESEARCH How does your ideal suitcase look like? (aesthetically) Always used to have a busted down suitcase and it’s functional, but it is super embarrassing because it is not aesthetically pleasing Lightweight Four wheels Fits lots of things (some are super heavy and no room) Deep Durability If it is a luxury suitcase what does that change Warranty Decreased perception of durability If it’s leather it’s going to scratch up for Wouldn’t have to check the bag in the luggage, but if it were a private plane it wouldn’t get messed up more Remowa she would take extra care of it. Has a feature of seeing pictures outside of it Finishes and aesthetic value What would be the added value? Personalization Phone charger Need a place somewhere she can hold her dress that the garment bag can hang Wrinkle resistant Compatible if she has a carry on she wants to attach to the luggage Higher quality at the end of the day and you need durability, and at the end of the day, it is plastic. Being able to track my suitcase: Find my bag. Control the lock of the bag. Suitcase. Self-driving suitcase
Technology commodity or luxury? Depends on the brand End the end of the day the suitcase itself is a commodity. A most significant need is the details. Compartmentalization is big. What kind of suitcase would you buy your best friend? (-> perception of the mental space) Pass it down to a friend Luggage is a personal purchase because it reflects your specific needs. The suitcase is as personal as a fragrance. Go to the companies that are specialized in the luggage sector. Collaboration with them Trust/expertise is a factor when buying from a brand. What is travel luxury for you? Destination Comfort: Ample space, plush seating Added customer service value Going to inaccessible places (island) of knowledge of the place and having the money. If you had a chance to travel luxury, what would you do, where would you go?
What are luxury activities? Yachting Laying on the beach alone Wine tasting Spa Food Swim up bar Type of room: Suite Where do you inform yourself on your next trip? Instagram Conde Nast Traveler Keeping track of ticket prices Would the advertisement talk to you if it wasn’t Instagram? Travel agent Word of mouth Air Bnb
Tropical
Youtube bloggers
Asia (never been)
Books/Magazines
Bali Mars(space is the ultimate luxury) Hotel is huge accommodations Amazing architecture
Google Conde Nast lists Travel and leisure lists Would you go to only well-known hotels? Depends on the environment Depends on how often they go there and the experience they offer How convenient it is More boutique experience than a hotel for the individual luxury experience
Bibliography What catches your eye in a travel ad? What would need to be different for a luxury travel ad? The place/photography/location
Segal, Chelsea. “How to Focus Your Marketing Strategies for Millennials.” Cox BLUE, www.coxblue.com/how-to-focus-your-marketing-strategies-formillennials/.
Experience Food cocktails What forms of advertisements do you see the most? (film/audio/billboards…)
Smith, Aaron, and Monica Anderson. “Social Media Use 2018: Demographics and Statistics.” Pew Research Center: Internet, Science & Tech, Pew Research Center: Internet, Science & Tech, 1 Mar. 2018, www.pewinternet.org/2018/03/01/ social-media-use-in-2018/.
And where? (platforms) Moving ads/short videos are more memorable because you can see the place rather than just a picture.
Amster, Robin. “The Future of US Millennial Travel.” Travel Pulse, May 2018,
Micro movies are short and sweet (10-15 seconds) able to convey luxury if it is done well.
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Segal, Chelsea. “How to Focus Your Marketing Strategies for Millennials.” Cox BLUE, www.coxblue.com/how-to-focus-your-marketing-strategies-for millennials/. Smith, Aaron, and Monica Anderson. “Social Media Use 2018: Demographics and Statistics.” Pew Research Center: Internet, Science & Tech, Pew Research Center: Internet, Science & Tech, 1 Mar. 2018, www.pewinternet.org/2018/03/01/socialmedia-use-in-2018/. Amster, Robin. “The Future of US Millennial Travel.” Travel Pulse, May 2018,
S”Tumblr.” Julienavas.tumblr.com. N.p., 2019. Web. 12 April 2019 . http:// julienavas.tumblr.com/post/89519246906/case-study-goyard-industry-luxurygoyard. Bhasin, Hitesh. “SWOT Analysis Of Louis Vuitton - Louis Vuitton SWOT Analysis.” Marketing91. N.p., 2019. Web. 12 April 2019 . https://www. marketing91.com/swot-analysis-louis-vuitton/. Auza, Anna. “The New Luxury Is Tackling The Sustainability Issues Of Travel Industry.” CuddlyNest. N.p., 2019. Web. 24 May 2019 . https://www.cuddlynest. com/blog/change-luxury-travel-greening-hospitality-industry/.
www.travelpulse.com/articles/travel-agents/the-future-of-us-millennial-travel.html.
“Mockup Vectors, Photos And PSD Files | Free Download.” Freepik. N.p., 2019. Web. 26 May 2019 . https://www.freepik.com/free-photos-vectors/mockup.
Ang, Lawrence. Principles of Integrated Marketing Communications. Cambridge University Press, 2014.
Adamska, Magda. “The Positioning Of The Four Most Valuable Luxury Fashion Brands – 2019 Update | Brandstruck: Brand Strategy / Positioning Case Studies.” BrandStruck. N.p., 2019. Web. 27 May 2019 . https://brandstruck. co/blog-post/positioning-three-valuable-luxury-fashion-brands/.
Bisht, Priyanka. “Leather Luggage and Goods Market by Type (Travel Bags, Casual Bags, Business Bags, Purses, Wallets & Belts, Handbags, Footwear) - Global Opportunity Analysis and Industry Forecast, 2014 - 2022.” Allied Market Research, Feb. 2016, www.alliedmarketresearch.com/leather-goods-market Hoang, Limei. “In Stagnant Luxury Market, Luggage Brands Roll On.” The Business of Fashion, 14 Oct. 2016, www.businessoffashion.com/articles/intelligence/luxuryluggage-travel-retail-opportunity. “Gucci SWOT Analysis | Competitors & USP | Brandguide | MBA Skool-Study. Learn.Share..” MBA Skool-Study.Learn.Share.. N.p., 2019. Web. 12 April 2019 .https://www.mbaskool.com/brandguide/lifestyle-and-retail/2645-gucci.html. Bhasin, Hitesh. “SWOT Analysis Of Gucci - Gucci SWOT Analysis And Internal Analysis.” Marketing91. N.p., 2019. Web. 12 April 2019 . https://www.marketing91.com/swot-gucci/. “Council Post: What Can Luxury Brands Learn From Gucci About Millennials?.” Forbes.com. N.p., 2019. Web. 12 April 2019 . https://www.forbes.com/sites/forbesagencycouncil/2018/11/02/whatcan-luxury-brands-learn-from-gucci-about-millennials/#6475a87e5e5b.