The House
3
Opportunity
5
Schedule
7
Competition
9
SWOT
15
Target Customer
17
Assortment Plan
19
Scent Direction
21
Packaging Inspiration
25
Packaging Design
31
Distribution Plan
39
Marketing Plan
45
The House
Delpozo was founded by JesĂşs del Pozo in 1974 in Madrid, Spain. The brand was built around creativity and craftsmanship, and since 2012, Josep Font has continued that vision. Over the last seven years, Font has revived Delpozo and turned it into a modern yet feminine brand that celebrates the contemporary woman.
Opportunity
Unlike many luxury brands, Delpozo does not have a portfolio of fragrances. The aesthetic of Delpozo lends itself to being molded into a very creative and unique fragrance due to the fact that the creative director pulls inspiration from architecture and different types of flora. The financial opportunity of creating a fragrance is tremendous as well, and it could create immense growth for the company.
Schedule
Competition
Dior
Guerlain
Chanel
Yves Saint Laurant
Tom Ford
Valentino
Chloe
Maison Margiela
Hermes
Gucci
Perceptual Map
Olfactory Mapping
SWOT Analysis
Target Customer
Claire Jackson
31 Lives in Chicago, IL M.F.A in Interior Design from Parsons Works for Koo Architecture + Interiors Makes $60,000 per year Married with no plans to have children Likes reading, cooking, and painting in her free time Takes kick-boxing and Pilates classes Her mission is to find the best coffee shop in Chicago Travels to Europe at least twice a year to do research Her favorite place she’s visited is Casares, Spain Loves to go to art galleries on weekends Hates staying in one place for too long Shops at COS, Allsaints, Acne Studios, Theory and The Row
Target Customer
Sylvia Bourreau
64 Lives in Paris, France M.B.A in Business Management Retired with an expendable income Married to a corporate lawyer Likes biking, sipping coffee, and writing in her free time Attends yoga classes every morning She wants to learn how to cook Travels to Thailand and Italy when she can Her favorite place she’s visited is Bangkok, Thailand Loves to go on picnics with her husband on weekends Hates wasting time Shops at Valentino, Saint Laurent, Chanel, Delpozo, and Hermes
Assortment Plan
100mL Eau de Parfum Bottle . . . . . $200 50mL Eau de Parfum Bottle . . . . . $150
Scent Inspiration
Each of the more recent Delpozo collections have been focused around different types of flora along with architectural details that take your breath away. In order to fit the aesthetic of the brand, a light, fresh floral scent will be created. This will act as the signature fragrance for the house and it will lend itself to be expanded upon in the future.
Scent Direction
7 Marine Facet + 4 Repro Lily of the Valley + 3 Repro Osmanthus Firmenich + 6 Musk T Takasago
Packaging Inspiration
Silhouettes
Materials & Colors
Packaging Designs In Collaboration with Lynora Conti, M.A. Industrial Design
Initial Sketches
Primary Packaging
Secondary Packaging
Launch Plan
Announcement
Flor by Delpozo will be announced at the Spring/ Summer 2020 runway show. A miniature bottle of the fragrance will be placed on each seat with a small card explaining the inspiration and notes of the fragrance.
Initial Launch
Flor by Delpozo will initially launch in January of 2020 in the Madrid and London Flagship locations, Delpozo in the Dubai Mall in the United Arab Emirates, and Delpozo in the Lotte World Tower in South Korea, as well as in Harvey Nichols in Hong Kong and Saudi Arabia, Rare Market in South Korea, Bergdorf Goodman in New York, and Harrod’s in London. Flor will also launch online through Delpozo, Bergdorf Goodman, Farfetch, and Moda Operandi.
Second Wave Launch
The second wave launch of Flor by Delpozo will take place in February of 2020 at each of the retailers that the brand has an existing relationship with in Belarus, Canada, China, Cyprus, Denmark, Egypt, France, Hong Kong, Indonesia, Ireland, Italy, Japan, Kazakhstan, South Korea, Kuwait, Lebanon, Panama, Qatar, Russia, Saudi Arabia, Spain, Taiwan, Thailand, Ukraine, the United Arab Emirates, the United Kingdom, the United States, and Uzbekistan. Flor will also launch online through Matches Fashion, Forzieri, Stylebop, Onward Kashiyama, Mytheresa, and The Modist at that time.
Marketing Plan
Social Media Strategy
The launch of Flor by Delpozo will be announced via Instagram and Facebook at the beginning of January right before it is put into the first round of locations. Video content surrounding the making of Flor by Delpozo will be created for Instagram, Facebook, and YouTube. This content will be released after the initial announcement in order to create buzz and excitement about the launch, and it will emphasize the artisanal quality of the fragrance.
Floral Installation
Floral installations will be constructed in London and Madrid near the flagship store locations. These installations will create Instagramable experiences that will help drive social media engagement and create awareness for the fragrance launch and the brand as a whole. These installations will be booths with flowers covering the interior walls and ceiling, and the exterior will be a replica of the fragrance box. This will make people feel as if they have literally stepped into the fragrance and are a part of it.
Installation Inspiration
FASM 430
Caroline Wild
Senior Capstone