Manolo Blahnik 3D Retail Space & Marketing Campaign

Manolo Blahnik

3D VISUAL SPACE DESIGN & INTEGRATED MARKETING MULTICHANNEL

Camila Abuawad LXFM 740 - Visual Narrative for Consumer Engagement Prof. Oscar Betancur Fall 2019

Table of Vision Statement Brand Analysis Brand Positioning Perceptual Map Costumer Profiles

Contents Marketing Strategy Location Analysis Store Analysis Store Plan Final Renders IMC

Vision Statement

MISSION The goal of this project is to create a pop-up exhibition for Manolo Blahnik to create consumer excitement. We want bring to the customer the same excitement she gets when purchasing a pair of Manolos. This is the start of many more events to come.

RATIONALE Manolo Blahnik is known for its iconic shoes, specifically the Hangisi shoe. The idea of this pop-up exhibition is create brand excitement so the Manolo costumer can come and interact with the brand.

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THE BRAND It’s a privately owned and family run company, Manolo Blahnik still heads the brand as Creative Director and Chairman. He worked with his sister Evangelina Blahnik as Managing Director from 1981 until his niece Kristina Hulsebus Blahnik took over as CEO in 2013. Kristina is currently working on expanding and optimising the business worldwide and manages all aspects of the family venture.

Currently the brand holds more than 300 points of sale including 17 flagship stores across the globe in New York City, Hong Kong, Madrid and Geneva to name a few. The company has also undergone a transformation in Asia in partnership with the Bluebell Group to expand in Japan, Malaysia and most recently a brand-new flagship store in the heart of Singapore.

The brand is known for its original, creative flair as well as timeless classic styles which sees loyal customers, from film stars to leading editors, to women who simply trust his perfectionism, come back again and again.

Taken from www.manoloblahnik.com BACK TO MENU

THE MAN

Manolo was born and raised in the Canary Islands. He recalls having an early fixation with feet-specifically those of the lizards that invaded the gardens of his home. In a solitary game, Manolo would shape the aluminium wrappers from his chocolate candies into shoes for the unsuspecting reptiles. It wasn’t until his conversation with Diana Vreeland many years later that he would think about creating shoes again.

Taken from www.manoloblahnik.com

Brand Analysis

SEGMENT

Gender:

Women & Men.

Age: Income: Geo: Profile:

25-45+ $us. 50,000+ Europe, US, Asia.

Millenials, Boomers.

Media Preferences:

Social media, magazines, website.

TARGET

Gender: Age: Geo: Profile:

Women 28-38 US. Millenials.

The typical Manolo Blahnik consumer is a succesful, independent woman. She is thrives at ther workspace and is the type of woman one aspires to be. She is financially independent and never regrets spending good money on shoes. For her, Manolos are more than just a pair of shoes. They are Manolos!

Geographically, she lives in the city. New York, LA, Miami, Boston, Houston, DC.

POSITIONING

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High end, timeless luxurious shoes.

Brand Positioning

Percep

Exclusivity

Low Price

ptual Map

High Price

Mass Market

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Costumer Profiles Julie

Millennial, 28 Julie is a successful buyer at Nordstrom. She is currently two years at the job and she’s killing it. She has a fashion marketing degree from Parsons and is very fashion-forward and conscious. She has at least 10 pairs of Manolo’s in her closet and luxury brands are her gulity pleasure (although she shops with a conscious and a budet).

Hobbies: She loves writing on her fashion job (a side hustle) where she has 50k followers. She mostly blogs about fashion and loves to share tutorials on how she edits her pictures. She is very proficient with all the Adobe programs. She has a boyfriend, so when she is not creating content or working at her full time job, she loves hanging out with her boyfriend and having romantic dinners around the city (she lives in Seatlle btw).

Other interests: coffee lover, OTF, vintage shopping, sex and the city, sings (in the shower mostly).

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Olivia Millennial, 33 Olivia is known for her social life. She is a Manhattan socialte.

She comes from a very wealthy family and has gone to the best schools in the country. She is currently a fashion entrepreneur.

She has her premium clothing line under her name. She’s very stylish herself and works as a stylist too. She has over 20 pair of Manlo’s in her closet in she mostly wears them for special ocassions and special events she has for work. She’s marriend (five years and counting).

Hobbies: On her spear time, she likes running (on the treadmill) to stay in shape. She also loves her beauty rituals like face mascaras before going to sleep and her skincare routine twice a day. She enjoyes brunch with family members, friends, and husband (She’s always available to brunch).

Other interests: Tea, uses honey for everything, in-store shopping, old black and white movies.

Susan Boomer, 40 Susan is a mom of two beautiful millennial kids. She is married to a wonderful husband who works at advertising. She studied marketing at college, and has an amazing job as the VP of skincare for Shisheido. She has worked there for about 10 years now. Susan is a luxury lover, but is well aware she has kids to maintain, so she created a monthly budget of how much she can spend on her favorite luxury brands (like Celine). Susan is very smart. High school valedictoria, and 4GPA student in college. She is the person you go to for life advice. People consider her a mentor and someone they aspire to be. She is also very kind, and puts family always first.

Hobbies: Susan enjoyes separating work from home, so during the weekends and whenever she is not working she dedicates her life to her family. She organizes trips, and family lunches, as well as movie and games night. She plays tennis with her husband (dream team) and enjoys hot baths on her bathtub.

Other interests: Coffee lover, heels over flats, news, wwd, sudoku.

Marketing Strategy The Manolo Blahnik pop-up exhibition will use social media, magazines, and the website to promote the pop-up. It will run for three months, and it is meant for costumers to enjoy our most iconic designs. The pop-up is not meant to sell products, but people can use the app to order their favorite pair of shoes online.

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MARKETING MESSAGE

Oh, Manolo!

This unique marketing message embodies our costumers excitement when they try a pair of Manolos. We aim to bring this excitement to the store as well as to enjoy with our costumers and watch them interact with their favorite pair of shoes.

Location Analysis The pop-up exhibition will be located in New York, the American fashion capital. The home to fashionistas and a popular touristic destination.

New York is known as being a fashion destination. Every year it helds the New York Fashion Week and other fashion events where celebrities, bloggers, and fashion conscious people travel to be part of.

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Store Analysis The store is inspired directly from the Manolo Blahnik brand as well as the Manolo Blahnik exhibition at The Wallace Collection in London. The store will have bright and illuminating rooms with big windows as well as art paintings, glamorous chandeliers, and lots of Manolos!

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Moodboard

Floor Plan

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Final Space Renders

ENTRA

ANCE

BAC

CK

BACK - RE

EST AREA

BACK -WI

IDE SHOT

CLOSE UP -

REST AREA

BACK - OV

VERHEAD

HALLWAY - O

OVERHEAD

STORE - O

OUTSIDE

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Integrated Marketing Campaign

APP

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