Emilie Haupt, Chloe Gentry, Camila Passiani, Josh Yung Fashion Style and Aesthetics Monika Jonevski
INTRODUCING
GARDENIA A FRAGRANCE BRAND EXTENSION FOR ZIMMERMANN
COMPANY OVERVIEW
Zimmermann is a luxury Australian fashion brand embracing relaxed femininity, optimism and effortless sophistication. Established 1991, headquarters in Sydney Australia Founded by sisters Nicky and Simone Zimmermann Zimmermann wants to expand its outreach to customers, making it the perfect brand to introduce a fragrance. Products: Ready to Wear Collection $100-$4,500 Swim Suit + Resort Collection $95-$3,700 Accessories and Shoes $60-$1,600
CUSTOMER PROFILES 1st Segment Loyal Zimmerman customer Ages 20-45 Female Australian / American /European High Middle / Upper class Entrepreneur / Philanthropist Traveling woman, adventurous, luxurious, carefree
2nd Segment Women who are attracted to the brand (but maybe cannot afford it) 18-30 Female Australian / American / European Middle Class Blue collar, Students Traveling woman, adventurous, luxurious, carefree
PLACE Launch Party Launch at new store Zimmermann San Francisco . Launch date November 16th, 6 p.m. Launch will be to celebrate the Gardenia fragrance, and also the opening of another US store location. Fragrance will also launch in other, Zimmermann stores November 19th. Locations: - Sydney - London - New York - Los Angeles
PEOPLE Why them? Miranda and Negin both radiate the aesthetic of Zimmermann; fresh timeless beauty. Both women have a large social media presence, and travelers (for their jobs) Miranda Kerr 11.7 M on Instagram Negin Mirsalehi 5M on Instagram In total, the women are reaching 16.7 million people on the platform. What they will do ? Both women will mention the Gardenia fragrance as favorite when speaking of beauty or fragrance favorites. They will be required to tease the launch of the fragrance in an Instagram post and story, post a photo from launch party, and also post of product when it officially launches. In addition, they each will be required to post one Instagram story reviewing the fragrance. These 3 Instagram posts and stories from each woman will occur the month before the fragrance drops, and during the release month.
Negin Mirsalehi
Miranda Kerr
SWOT ANALYSIS Strengths:
Weakness:
-Broad Market -Easily Distinguished -Consistent Designs -Active in Social Media -Customer Engagement
-Brick and Morter only in Australia, Europe and the U.S. -Small Global Market Share
Opportunities:
Threats:
-Global Expansion -Collaborations -Events and Experience -Product Expansion
-Difficult to attract younger generations due to high price point -Competition with brands such as Chloe.
PRODUCT + PRICE
GARDENIA $74.00 An Eau de Parfum illuminated by the sweet highlights of White Gardenias, Water Lily, Peonies and D’Anjou Pear. The fragrance has smooth undernotes of Sea Salt and the serenity of sensual Sandalwood and Velvet Tuberose.
EMAIL BLAST
Welcoming GARDENIA to the Family, Celebrating the launch of our first fragrance, GARDENIA. It is a timeless, relaxed, feminine fragrance full of fresh floral and sensual musk aromas. This fragrance is for the everyday and traveling woman who loves fashion, has a passion for detail and enjoys the beauty in the simple things. We hope you enjoy GARDENIA. Have a great day, ZIMMERMANN
WEBSITE
SOCIAL MEDIA
STORE DISPLAY
STORE INTERIOR
MEDIA BUY POTENITAL
Harper’s Bazaar Elle Magazine Vogue Australia W Magazine
ADVERTISEMENTS
CREDITS
TeamEmilie Haupt Chloe Gentry Camila Passiani Josh Yung Photographer- David Dong Videograpaher- Sean Lien Model- Wylee Musnicki Interior Space Designer- Tiffany Tan Location Providers- Reggie Allison and Gina Hughey