Miu Miu Beauty by chloemagpayo

B E A U T Y

t r i s h a

b h av n a n i

c h lo e

m ag payo

fay

m e r i da

c a r lo

pa r d o

executive summary

• Debut in Miami during December • Art-Basel and the holiday season. • Great location due to its high traffic, popularity and press. • G r e a t a l i g n m e n t w i t h M i u M i u ’s o v e r a l l p r e s e n c e . • I n t r o d u c t i o n t o M i u M i u ’s l a t e s t v e n t u r e • Te s t o u t i t s s u c c e s s w i t h o u r c h o s e n d e m o g r a p h i c in Miami. • E x p a n d t h e b r a n d ’s r e c o g n i t i o n , p r e s e n c e a n d market

about the company • I t a l i a n h i g h f a s h i o n w o m e n ’s c l o t h i n g a n d a c c e s s o r y brand •1993 by Miuccia Prada • M i u c c i a P r a d a ’s f a m i l y n i c k n a m e . •Subsidiary of Prada and is headquartered in Milan, Italy • O w n e d b y t h e p u b l i c l y - t r a d e d c o m p a n y, P r a d a G r o u p which is present on the HK stock exchange. •Avant-garde, sensual and provocative yet feminine. express freedom and intimacy at a luxurious level • A t t e n t i o n t o d e t a i l a n d h i g h q u a l i t y. • M i u M i u r a n k e d n u m b e r 5 1 w i t h i n I t a l y ’s t o p 1 0 0 b r a n d s at $375M.

CORPORATE INFORMATION

P R A D A FA M I LY O F BRANDS

OWNERSHIP

• P r a d a H o l d i n g B . V. • OppenheimerFunds, Inc.

80% 5%

• Fidelity Management Co. 2%

• Revenue : $ 3.4 million • Annual Sales : $ 1.8 billion • Employees : > 12,000 • Factories : 21 • Distribution : among 70 countries & 625 directly operated stores • E-commerce • Selection of luxury department stores & retailers

Market analysis

• The overall personal luxury goods market increased by 6% in 2018 to a n e s t i m a t e d $ 2 9 4 b i l l i o n g l o b a l l y.

• This market growth is expected to continue by 3% to 5% per year through 2025 - a result to reach more than $406 billion.

• The thriving luxury demand from Chinese consumers are leading the positive growth trend of the luxury market.

• In 2018, Chinese consumers’ purchases contributed twice as much

their spending abroad, increasing luxury sales18% at $26 billion.

• Europe sales only increased by 1% due to a strong exchange rate that i m p a c t e d t o u r i s t s ’ p u r c h a s i n g p o w e r.

•

The Americas grew 5% to $90 billion. The U.S. positive economy increased disposable income and luxury spending from locals.

p r i c e

low

q ua l i t y

h i g h

positioning map

h i g h

low

p r i c e

c u r r e n t

m a r k et

p r i c e

low

q ua l i t y

h i g h

positioning map

h i g h

low

p r i c e

b e au t y

m a r k et

value • Miu Miu is the embodiment of luxury

brand perception

- Superior craftsmanship • Miu Miu beauty is effortless

RELATIONSHIPS • a trusting relationship with their client - will deliver the highest quality

POSITION • Miu Miu is a fashion tastemaker - influencing creative culture and style

- most cutting edge product.

- An enhancement of natural beauty

EXPRESSIONS • The brand maintains an classical opulence

BRAND CORE • Miu Miu was born in 1993

with an infusion of the subcultural youth

• An outpost for the most refined femininity

energy

• tangible expression of natural contradictions

Personality • Miu Miu is playful, refined, opulent, feminine, and alluring

• for provocative personalities

MISSION & VISION • extend the artistic vision of Miuccia Prada to a younger lively customer to make her feel like a beautiful and empowered Prada girl.

CULture • an upscale, brand and we behave in such a way that reflects this

COMPETences • We know our girl - is not practical - a true fashion-file • we know how to make quality product

BRAND As a product handbags

BRAND As a PERSON OPPUNLENT

Lady Bag MATELASSÉ Bag

REFINED

FEMININE

WHIMSICAL

MATELASSÉ

hardware YOUTHFUL

Glitter Skeaker Platform Sandals

Slick woods

fabric

Shoes pointed toe Sneaker

elle fanning Adowah Adoah

scenique REveal

people Miuccia Prada

eyewear Noir

BRAND As a SYMBOL

large crystal buckles

BRAND As a company ALLURING

Accessories

CEO

MATELASSÉ Wallet

Patrizio bertelli

Crystal Jewels

READY TO WEAR KNITS EVENT-WEAR PRINTED ITEMS

BOLD CREATIVE DIRECTOR Miuccia Prada

KEY COMPETITORS c u r r e n t

m a r k et

• Italian designer brand

• American designer brand

• Italian designer brand

• Strong connection to

• Bold

• S t y l e : w h i m s y, e c c e n t r i c y e t

• Best known for bags

younger target market

• Signature colors: carmine,

• Vintage, Nostalgic, Retro

purple-red and cadmium

• Maximalisim

red

• Popular for leather goods and accessories

• Extensive line: perfumes, accessories, jeans, bags, apparel, couture

luxurious and trend-setting • Strong celebrity presence and recognition • International recognition

• Style: classic, feminine yet fashionable, statements • Great innovation in fabrics (heavy fur to light)

KEY COMPETITORS b e au t y

• One of the first true beauty brands • “Most influential make-up artist”

• One of the most expensive beauty brands • Good quality • Ve r y t r u e t o a e s t h e t i c a n d

• High quality

on-brand; bold, sexy and

• Flawless, luminous and

sleek

bold

• Ta r g e t s a w i d e t a r g e t market range

m a r k et

• Luxury beauty

• Unique packaging

• High price points

• Expensive and luxurious

• Celebrity and beauty

• On brand: sexy and relates

ambassadors • Award winning

to CL signature colour and heel-look

CURRENT MARKETING

MIUMIU “ Somewhere, Nowhere” S/S 19

Miu Miu Crosieére 2019 (Cruise)

ONLINE & PRINT CAMPAIGNS

CURRENT MARKETING

i n stag r a m

t w i t t e r

fac e b o o k

VISIT

YO U T U B E

VISIT

W EC H AT VISIT

VISIT social media marketing

CURRENT MARKETING

W E B S I T E VISIT

E-STO R E VISIT

CURRENT DISTRIBUTION

brick

mortar

stores

e-commerce

•168 Miu Miu monobrand stores worldwide •Key locations being Milan, Hong Kong, S h a n g h a i , N e w Yo r k , P a r i s , a n d L o n d o n .

• Miu Miu is also physically sold in luxury department store retailers

• Miu Miu primarily retails through the e- commerce section of their website.

• As well as the e-commerce department store partners.

websites

its

• S t r o n g p a r e n t b r a n d ’s d i s t r i b u t i o n n e t w o r k • Diverse product portfolio • Recognizable aesthetic: crystal weaving signature look • Available at all leading e-retailers like Net-aporter and through their own website

• Miu Miu Beauty can penetrate nationally and globally and raise brand awareness • Marketing through social media and influencers - in relation to target market • Beauty bloggers, social media posts, beauty ambassadors to represent Miu Miu beauty • Growing Asian & Middle East market

• Limited brand awareness globally

• Competitive and saturated market

• P a r e n t c o m p a n y, P r a d a , h a s f a l l e n t o r e c e n t

• Hard to stand out in terms of product range

c o n t r o v e r s i e s w h i c h h a m p e r s M i u M i u ’s i m a g e • S t r u g g l i n g t o p e n e t r a t e g l o b a l l y, m i n i m a l l y

• Similar products available at lower price • Brand loyalty in the beauty industry

present in Asia Pacific, Europe, America &

• Decline of retail

Middle East

• Currency fluctuation and tax variance

T hr eats

W EA KN E S SE S

• Yo u n g p r e s t i g e c u s t o m e r b a s e

• Beauty industry is booming

O PPO RT U N I T I E S

st r e n gt h s

swot analysis

washington ave & 8th st miami beach, fl 33139

• High traffic • Immediate proximity to Ocean Drive • Nearly 4,000 hotel rooms around the

LOCATION AREA ANALYSIS

property • White box retail space located on the

• Ideal fit for any brand or retailer trying to

prime intersection with frontage on

host a Pop-Up to physically engage with

8 t h a n d Wa s h i n g t o n Av e n u e , t h e m a i n

new and existing customers

artery connecting South Beach and the Entertainment District.

• Relatively new re-developed area (2018): - Cleaned up the neighborhood - More hotels - Ongoing renovation and expansion - Up and coming; prices rising

LOCATION AREA ANALYSIS

washington ave & 8th st miami beach, fl 33139

AREA ATTRACTIONS

ART DECO DISTRICT • 800 Art Deco Buildings within one square mile • White- and pastel- colored stucco buildings • Art Basel proximity

SHOPPING

NIGHTLIFE

• Victoria Secret, Adidas, H&M, Aldo, Lush

• Club Boi @ GLAM night club

• Armani Exchange

• Clevelander bar and night club

• B e a c h B u n n y S w i m w e a r, O M G M i a m i

• Salsa Mia night club

Swimwear • Local luxury boutiques

AREA ATTRACTIONS

RESTAUR ANTS • Habibi Diner • Miss Saigon

HOTELS • Luxury Boutique Hotels (Clinton Hotel South Beach)

EXTR AS • Empire ink tattoo • M u l t i p l e AT M s

• Caribbean Kebab

• Local Hotels (Chesterfield Hotel & Suites)

• South beach boxing

• Ve n t a n a C o l o m b i a n

• Hostels (Post Hostel South Beach)

• Salons (Nail & Hair)

• Cafe Del Mar

• Cheap, average & expensive options

• T- M o b i l e

location accessibility

washington ave & 8th st miami beach, fl 33139

PARKING

• Parking lots are available one block away • Around 5 in the area

TR ANSPORTATION

• Multiple bus stops located nearby • Parking available • Uber - easily available • Shuttle buses - tourist spot • Mainly walkable

LOCATION swot analysis • Fashion, food, art district

st r e n gt h s

• Lots of hotels nearby = high traffic of tourist • To u r i s t s = h i g h s p e n d i n g p o w e r • Art Basel exhibition will be nearby = busy season • Parking available (Around 5 in the area, one block radius) • Local transportation accessibility • Close proximity to ocean drive, south beach and park • One stop shop for tourist needs

• First global luxury brand to be in the area • First high-end beauty retailer • No beauty stores in the area such as Sephora, Ulta; only Lush which is more skin-care focused • Great alignment and addition to the local luxury boutiques and hotels in the area • Can appeal to both, tourists and locals

• Newly re-developed district

O PPO RT U N I T I E S

• Destination for locals and tourists

• A lot of retail nearby • Miami local transport is not reliable and effective • Parking is expensive ($20 - $30 an hour) • Pop-up store placed at the corner not main road

• Area and traffic is dependent on tourist • Primary source of income flow relies on tourist • Dependent on seasonal trends • Limited street parking • Bad automobile traffic, auto access is limited • Economic issue influences

Th r e ats

WE A K NE S S ES

• Quite saturated

location justification F I R S T G L O B A L L U X U R Y R E TA I L E R I N THE AREA

F I R S T L U X U R Y B E A U T Y R E TA I L E R I N THE AREA

C O M P E T I T I V E A D VA N TA G E

BUSY AREA WITH HIGH TOURIST TRAFFIC

A R T B A S E L I S L O C AT E D N E A R B Y

C O N V E N I E N T L O C AT I O N

EASY ACCESS

Area factors

• Store location is easy walking distance from: - M i a m i B e a c h , A r t D e c o D i s t r i c t , g u i d e d t o u r s , C o l l i n s A v e n u e , m u s e u m s , g a l l e r i e s , p a r k , C o n v e n t i o n C e n t e r, h o t e l s , a n d r e s t a u r a n t s • T h e r e ’s a b u s s t o p i n e v e r y b l o c k • 5 parking garages nearby • 2 Citi Bike stations

LAWS & TAXES

EMPLOYEE CHART

General manager

visual manager

150,000 / year

brand ambassador/ make up artist

brand ambassador/ sales professional

$ 12,000

STRATEGY requires a group of diverse employees who understand the skin types and tones of the clients

RENT & Space 2,214 square feet

$3,000 per day

$1.35 Per SQ FT.

60 days of occupency

$ 93,000 for one month

STORE FRONT SHOWROOMS: MIAMI

LOCATION SPECS Parking: Two blocks away there is a public parking garage on Collins Ct.

Transportation: A CITI bike stand across the street bus Stop One Block away

Lodging: A block away from the Kimpton hotel Miami Beach

stores WIthin 3 blocks: ADidas Armani Exchange LF Sephora

justification Key to future growth in the $445 billion dollar beauty industry: Premium Brand like Miu MIu Strong digital platform connection to cleints Millennial appeal Targeting the generation with purchasing power 3 sucessful popups at basel in the past 3 years 80,000 members of the worldâ&#x20AC;&#x2122;s cultural elite come to basel

date justification november 17-january 4 a rt

b a s e l

m i a m i

• Art Basel Miami December 4 - December 8

h o l i day

s e a s o n

• December 4 - Private Day (Invitation Only) • December 5-8 - Public Days • Art Basel attracts both locals and individuals travelling specifically for the event.

• One of the biggest money-spending t i m e f r a m e s w i t h i n t h e c a l e n d a r y e a r. • Influences purchasing decisions.

• Creates a buzz in Miami

• People are looking and willing to spend.

• The event stimulates spending of about $3

• A c c o r d i n g t o e M a r k e t e r, 2 0 1 8 U S h o l i d a y

billion USD

e-commerce sales are predicted to grow 16.2% to $123.39 billion in 2019.

to u r i st

i n f lux • According to 360 Chicago, Miami is ranked as 3rd favorite destination for international travelers with 7.5 million international visitors. • To u r i s t s m a i n l y c o m e f r o m B r a z i l , C a n a d a , a n d Columbia.

• S t a r t d a t e o f t h e p o p - u p i s S u n d a y, N o v e m b e r 1 7 , 2 0 1 9 • Opening the first of December to attract both the Art Basel crowd and Holiday Season Customers.

technology

app • Mobile Application will be launched two weeks before the Miu Miu Beauty Pop-Up. • Used as a promotional tool as well as an omni• 2-4 iPads with Square Chip Readers

channel and e-commerce tool. • Sales through the mobile application can only by made after the Pop-Up is launched. • During the Pop-Up the app may be used for in-store pick-up and after Art Basel, app may be used for nationwide sales. •

App

has

scanning

features

that

allow

customers to see swatches / videos / photos of the product / products with different skin tones.

technology

miu miu beauty application

F E AT U R E S H O M E , FAV O R I T E S , S H O P, SCAN, AND PROFILE.

V I R T U A L T R Y- O N W I T H E V E R Y P R O D U C T PA G E . I N - A P P E - C O M M E R C E .

E A S Y- T O - U S E C H E C K - O U T S Y S T E M A N D PA C K A G E T R A C K I N G F E AT U R E .

target market characteristics

• Ta r g e t s i n d i v i d u a l s f r o m e a r l y 2 0 s t o l a t e 6 0 s • Diverse ethnic group. • From students to seasoned professionals, • Multiple interests in art and the culture that surrounds it. • Millennial generation. • Predominantly female market • Educated, upscale, lead leisure-intensive lifestyles • Income ranging from 72k to 100k. • Appreciation for quality and luxury • Early adopters.

target market profiles

r o b y n k e n n e d y, 24 new york, ny

jasmine cheng, 27

natasha mor, 33

miami, fl

philadelphia,pa

• Occupation : PR Manager

• Occupation : Real Estate Broker

• Occupation : Art Director

• Annual Income : $75,000

Annual Income : 89,000

• Annual Income : 98,000

• VA L S : P r i m a r y - E x p e r i e n c e r s ;

• VA L S : P r i m a r y - I n n o v a t o r ; S e c o n d a r y

• VA L S : P r i m a r y - A c h i e v e r s ; S e c o n d a r y

Secondary - Strivers, Achievers

- Experiencers, Thinkers

- Innovators, Experiencers

• P e r s o n a l i t y Tr a i t s : H a r d W o r k i n g ,

• P e r s o n a l i t y Tr a i t s : C h a r m i n g , A n a l y t i c a l ,

• P e r s o n a l i t y Tr a i t s : S t y l i s h , O u t s p o k e n ,

Adventurous, Honest, Resourceful

Eco-Conscious, Humble

Headstrong, Quick-witted

• E d u c a t i o n : B a c h e l o r ’s i n M a r k e t i n g

• E d u c a t i o n : B a c h e l o r ’s i n F i n a n c e f r o m

• E d u c a t i o n : B FA i n A r t H i s t o r y a n d

from NYU

the University of Miami

Art

• She loves to experiment with her style

• She enjoys having a big cup of coffee

, P h i l a d e l p h i a PA .

a n d m a k e - u p a n d h a s a b i g p e r s o n a l i t y.

in the morning and a great meal at night.

• Art Basel is a yearly tradition

Direction

Te m p l e

University

1. Introduce the miu miu beauty brand extension and gain brand exposure 2. DRIVE HOLIDAY 2019 SALES FOR MIU MIU 3. BRING A NEW GENERATION OF consumers TO THE MIU MIU BRAND 4. CREATE A SPECIALIZED EXPERIENCE FOR THE MIU MIU CLIENT 5. ESTABLISH MIU MIU BEAUTY AS A STRONG NEW PRESENCE IN THE LUXURY BEAUTY INDUSTRY

color story

floor plan

backroom

doors product display art décor shelf space self check-out make-up counter seats windows lighting

•2,214 sq ft • white box retail space • 18’ ceiling height and a +/-15’ frontage on highly trafficked Washington Avenue. • Ground floor street

entrance

PRODUCT ASSORTMENT

cream eyeshadow • limited edition palette • Eye candy (individual.) (8 colors)

lip products • First kiss (lipstick) (5 colors)

HANDbAG • MIU MIU MATELASSE X ART BASEL

bronzer • sculpt ( 3 colors)

• first kiss (lipstick) limited ( 1 color) • gloss girl (lip gloss) (5 colors)

highlight • glow ( 3 colors)

blush • Flushed (3 colors)

mascara • lash flash (waterproof & non-waterproof)

PRODUCT ASSORTMENT

Style Number 10000

Category

Description

Luxe

Limited Edition Art Basel Lipstick & MatelassĂŠ leather pouch

10001 Creme Eyeshadows

Limited Edition Art Basel Palette

Name Matelasse Leather Pouch

Color Fortunato Desperado Art-Edit

Size

Retail Price $

2x4x7 inch.

1000

75000

8100

Desperado (First Kiss)

Dark Red

0.15 oz/ 4.5 g

Chiffon

Metallic Pink

0.05 oz / 1.3 g

Ballet

Sheer Nude

0.05 oz / 1.3 g

Wanderlust

Sheer Lavendar / Silver

0.05 oz / 1.3 g

Midnight

Metallic Midnight Blue

0.05 oz / 1.3 g

Emerald

Matte Emerald Green

0.05 oz / 1.3 g

Sunset

Matte Burnt Orange

0.05 oz / 1.3 g

Scene

Metallic Black

0.05 oz / 1.3 g

Store on Hand

Retail Value Of Inventory

10002

Eye Candy

Chiffon

Metallic Pink

0.11 oz/ 3 g

140

5320

10003

Eye Candy

Sunset

Matte Burnt Orange

0.11 oz/ 3 g

140

5320

10004

Eye Candy

Mermaid

Shimmer Turquoise

0.11 oz/ 3 g

140

5320

10005

Eye Candy

Ballet

Sheer Nude

0.11 oz/ 3 g

140

5320

10006

Eye Candy

Goddess

Sheer Gold

0.11 oz/ 3 g

140

5320

10007

Eye Candy

Scene

Metallic Black

0.11 oz/ 3 g

140

5320

10008

Eye Candy

Teddy Bear

Matte Brown

0.11 oz/ 3 g

140

5320

10009

Eye Candy

Wanderlust

Sheer Lavendar / Silver

0.11 oz/ 3 g

140

5320

First Kiss

Rouge

Satin Red

0.15 oz/ 4.5 g

210

8820

10011

First Kiss

Flora

Sheer Pink

0.15 oz/ 4.5 g

210

8820

10012

First Kiss

Frenchie

Sheer Nude

0.15 oz/ 4.5 g

210

8820

10013

First Kiss

Desert

Satin Burnt Orange

0.15 oz/ 4.5 g

210

8820

10014

First Kiss

Peaches

Sheer Peach

0.15 oz/ 4.5 g

210

8820

Gloss Girl

Rouge

Red

0.2 oz/ 6 ml

210

8400

10016

Gloss Girl

Flora

Pink

0.2 oz/ 6 ml

210

8400

10017

Gloss Girl

Frenchie

Nude

0.2 oz/ 6 ml

210

8400

10018

Gloss Girl

Desert

Orange

0.2 oz/ 6 ml

210

8400

10019

Gloss Girl

Peaches

Peach

0.2 oz/ 6 ml

210

8400

Flushed

Lily

Light Pink

0.12 oz/ 3.5 g

180

8640

10021

Flushed

Nectar

Orange-Pink

0.12 oz/ 3.5 g

180

8640

10022

Flushed

Saffron

Redish Pink

0.12 oz/ 3.5 g

180

8640

Sculpt

Sand

Light Brown

0.12 oz/ 3.5 g

180

8640

10024

Sculpt

Copper

Medium Brown

0.12 oz/ 3.5 g

180

8640

10025

Sculpt

St. Tropez

Dark Brown

0.12 oz/ 3.5 g

180

8640

Glow

Golden Girl

Gold

0.12 oz/ 3.5 g

180

8640

10027

Glow

Diamond Dust

Silver

0.12 oz/ 3.5 g

180

8640

10028

Glow

Rosie Radiance

Rose

0.12 oz/ 3.5 g

180

8640

Lash Flash

Noir

Black

0.32 oz/ 9 ml

150

5400

Lash Flash Waterproof

Noir Proof

Black

0.32 oz/ 9 ml

150

5400

10010

10015

10020

10023

10026

10029 10030

Lipstick

Lipgloss

Blush

Bronzer

Highligher

Mascara

5,305.00

$300,320.00

unit breakdown

Style Number

Description

% To Total

Store on Hand

Retail Price $

Retail Value Of Inventory

10000

Limited Edition Art Basel Lipstick & MatelassÃ© leather pouch

1.41%

$1,000.00

$75,000.00

10001

Limited Edition Art Basel Palette

1.70%

$90.00

$8,100.00

10002

Eye Candy

2.64%

140

$38.00

$5,320.00

10003

Eye Candy

2.64%

140

$38.00

$5,320.00

10004

Eye Candy

2.64%

140

$38.00

$5,320.00

10005

Eye Candy

2.64%

140

$38.00

$5,320.00

10006

Eye Candy

2.64%

140

$38.00

$5,320.00

10007

Eye Candy

2.64%

140

$38.00

$5,320.00

10008

Eye Candy

2.64%

140

$38.00

$5,320.00

10009

Eye Candy

2.64%

140

$38.00

$5,320.00

10010

First Kiss

3.96%

210

$42.00

$8,820.00

10011

First Kiss

3.96%

210

$42.00

$8,820.00

10012

First Kiss

3.96%

210

$42.00

$8,820.00

10013

First Kiss

3.96%

210

$42.00

$8,820.00

10014

First Kiss

3.96%

210

$42.00

$8,820.00

10015

Gloss Girl

3.96%

210

$40.00

$8,400.00

10016

Gloss Girl

3.96%

210

$40.00

$8,400.00

10017

Gloss Girl

3.96%

210

$40.00

$8,400.00

10018

Gloss Girl

3.96%

210

$40.00

$8,400.00

10019

Gloss Girl

3.96%

210

$40.00

$8,400.00

10020

Flushed

3.39%

180

$48.00

$8,640.00

10021

Flushed

3.39%

180

$48.00

$8,640.00

10022

Flushed

3.39%

180

$48.00

$8,640.00

10023

Sculpt

3.39%

180

$48.00

$8,640.00

10024

Sculpt

3.39%

180

$48.00

$8,640.00

10025

Sculpt

3.39%

180

$48.00

$8,640.00

10026

Glow

3.39%

180

$48.00

$8,640.00

10027

Glow

3.39%

180

$48.00

$8,640.00

10028

Glow

3.39%

180

$48.00

$8,640.00

10029

Lash Flash

2.83%

150

$36.00

$5,400.00

10030

Lash Flash Waterproof

2.83%

150

$36.00

$5,400.00

100.00%

5,305.00

$300,320.00

product line-up

#10002-10009

#10010-10014

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eye candy

first kiss

gloss girl

flushed

sculpt

glow

lash flash

$38

$42

$40

$48

$36

8 shades

5 shades

3 shades

2 types

products art basel exclusive

miu miu MatĂŠlasse & first kiss in desperado

art basel exclusive palette

$1,000

$90

limited edition bag & lip color

7 shades

products eyes

miu miu eye candy

miu miu lash flash

$38

$36

8 shades

with waterproof option

products lips

miu miu first kiss

miu miu gloss girl

$42

$40

5 shades

products face

miu miu flushed

miu miu sculpt

miu miu glow

$48

3 shades

products packaging

products limited edition packaging

ambiance o l fac to ry/s c e n t

L I G H T I N G

TAC T I L E

MIU MIU TWIST SCENT I N F U S E D A R O U N D T H E S PA C E

CHANDELIER + WINDOWS ( A R T I F I C I A L + N AT U R A L L I G H T I N G )

V E LV E T T E X T U R E , G O L D A C C E N T S , TEXTURED WALLS

ambiance ta st e

s o u n d

MACAROONS WITH THE MIU MIU BEAUTY IMPRINT & CHAMPAGNE ALL DAY EVERYDAY.

A MIX OF UPBEAT AND MODERN MUSIC TO ENHANCE BUT NOT OVERPOWER THE EXPERIENCE click me!

VISUAL DISPLAY W I N D OW

D I S P L AY

MIU MIU BEAUTY NEON LOGO THE INTERIOR OF THE POP-UP WILL BE PA R T O F T H E W I N D O W D I S P L AY

TA B L E

D I S P L AY

R E F L E C T I V E S U R FA C E S , V E LV E T ACCENTS, SLEEK LOOK OVERALL

B E AU T Y

B A R

W I D E M I R R O R S P L A C E D N E A R N AT U R A L LIGHTING

interior design

SPECIAL CHARACTERISTICS A P P • LAUNCHED PRE-POP-UP • D I G I TA L M A R K E T I N G T O O L • OFFERS IN-POP-UP PICK-UPS

B E AU T Y

• PRODUCT RANGE, BARCODE SCANNING, PRICE • K E E P S Y O U U P T O D AT E W I T H T H E B R A N D

• OFFERS SERVICES TO TEST OUT PRODUCTS • ENHANCES DECISION MAKING • ADDS A LUXURIOUS AND PERSONAL EXPERIENCE

L I M I T E D

E D I T I O N

A RT

B A S E L

PRO D U C TS

• G O O D R E L AT I O N T O S E A S O N A N D L O C AT I O N • EXCLUSIVE & LUXURY ASPECT • AT T R A C T S

FOOT

PURCHASING QUANTITY

TRAFFIC

DECISIONS

& DUE

ENCOURAGES TO

LIMITED

• SALES BOOSTER

B A R

GUESTS

ENTERTAINMENT

INvitees

Perfume

Louisahhh!!!

Celebrity

exclusive pins

COST: $10,000

EX:

beauty products

Elle Fanning

thank you note

influencer

LAunch party

GIFT BAGS

EX:

COST: $25 80 Guests

Michelle Phan micro influencer

Total Cost: $2,000

catering le SIRENUSE FINE ITALIAN Specializes in smalL plates $75 A HEAD 80 Guests

EX: Adele Hunter 10 sponsored guests In Miu Miu looks Cost: $3,000 Security: $300

Cost: $6,000 ALCOHOL Open Bar $30 a head 80 Guests CosT: $3,200

Launch party COST

FINAL COST VIP look cost: $3,000 Security: $300 OPEN BAR: $3,200 CATERING: $6,000 ENTERTAINMENT: $10,000 GIFT BAGS: $2,000 FINAL COST: $25,000

WILD POSTING

SOCIAL MEDIA WILD POSTING & Billboard locations:

SOCIAL MEDIA: MIU MIU BEAUTY IG

1 week prior to open SPONSORED POSTS

MARKETING PLAN

Miami: COST: Bal Harbour $5,000 coral gables PRODUCT SEND OUTS Design District for INFLUENCERS Downtown COST: Miami Beach $5,000 South Beach Wild Posting Cost: $20,000 Billboard cost: $5,000

EVENT COVERAGE Event Photographer COST: $5,000 press invitations

Marketing COST

VIP lookFINAL cost: 40,000 COST Wild Posting Cost: $20,000 Billboard cost: $5,000 Social media ad: $5,000 Product send outs: $5,000 photographer: $5,000 Total cost: $40,000

SALES FORECAST

Promotional plan

oPERATIONAl plan

$ 93,000.00

$ 410,502.00

PROFIT AND LOSS STATEMENT

$ 410,502.00

TOTAL EXPENSES

$475,502.00 - $453,457.33

thank you! special credits to

mattie overmyer kate kwiatkowski christina montellano sophia armey

• h t t p s : / / w w w. t h e s t o r e f r o n t . c o m / s p a c e s / u n i t e d - s t a t e s / f l o r i d a / m i a m i - b e a c h / 3 1 2 2 2 - r a w - s p a c e - i n - p r i m e - m i a m i - b e a c h • h t t p s : / / w w w. q u o r a . c o m / H o w - i m p o r t a n t - i s - t h e - h o l i d a y - s h o p p i n g - s e a s o n - t o - r e t a i l e r s • https://360chicago.com/top-us-cities-international-domestic-visitors/ • h t t p s : / / s q u a r e u p . c o m / u s / e n / s o f t w a r e / p o i n t - o f - s a l e ? g c l i d = C j 0 K C Q i A n 4 P k B R C D A R I s A G H m H 3 f Q c y S e j E D 1 v Ve B X 6 H i z c 7 r I f t WZGaXsur0jiCIAK-0EzCWgmFZJ7AaAiz4EALw_wcB&pcrid=251547958696&pdv=c&pkw=square+pos&pmt=e • https://squareup.com/us/en/software/point-of-sale • h t t p s : / / w w w. i n s t a g r a m . c o m / m i u m i u / • h t t p s : / / w w w. f a c e b o o k . c o m / M i u M i u /

sources

• h t t p s : / / t w i t t e r. c o m / m i u m i u o f f i c i a l • h t t p s : / / w w w. p r a d a g r o u p . c o m / e n / n e w s - m e d i a / n e w s - s e c t i o n / m i u - m i u - c r o i s i e r e - 2 0 1 9 . h t m l • https://fashionista.com/2019/01/miu-miu-spring-2019-ad-campaign#&gid=ci023d0c00800025f5&pid=miu-miu-spring2019-ad-campaign-1 • h t t p s : / / w w w. p r a d a g r o u p . c o m / e n . h t m l • h t t p s : / / d 2 u 3 k f w d 9 2 f z u 7 . c l o u d f r o n t . n e t / a s s e t / f a c t f i g u r e s / A r t _ B a s e l _ l _ F a c t s _ a n d _ F i g u r e s _ A r t _ B a s e l _ i n _ M i a m i _ Beach_l_2018-1.pdf • h t t p : / / w w w. b u i l d i n g j o u r n a l . c o m / c o n s t r u c t i o n - e s t i m a t i n g . h t m l • h t t p s : / / w w w. b a i n . c o m / i n s i g h t s / l u x u r y - g o o d s - w o r l d w i d e - m a r k e t - s t u d y / • h t t p s : / / l i b r a r y. m u n i c o d e . c o m / f l / m i a m i _ - _ d a d e _ c o u n t y / c o d e s / c o d e _ o f _ o r d i n a n c e s ? n o d e I d = P T I I I C O O R _ C H 3 3 Z O • h t t p s : / / w w w. w a y f a i r. c o m / d e c o r- p i l l o w s / c a t / d e c o r- p i l l o w s - c 4 5 7 5 2 . h t m l • http://fortune.com/2017/12/07/art-basel-miami-make-money/