PR + Social Media
DEN[A.S]EVERO
Creative Strategy Document
CONTENT Mission and Vision Statement (3)
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Brand Concept (4)
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Brand Identity (5,6)
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Audience (7)
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Brand Expression (8)
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Social Media Marketing (9)
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CH Current Market (10)
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CH SWOT Analysis (11,12,13,14)
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Action Plan (15)
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Rationale (16)
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Promote the Film (17)
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Press Release (18)
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MISSION & VISION Mission: CH’s mission is based on the defining and commercialisation of the garments and accessories, as well as the perfume and cosmetic products. It works at an international level, offering quality products to its clients. Furthermore, Carolina Herrera, is based on a type of lifestyle, in femininity, elegance and a classic style.
Vision: CH’s vision is a long-term goal, to expand geographically, via its three action methods; joint-ventures, own stores and franchises, for all the countries with higher risk and that are socially and culturally behind. Another objective, to compete with other luxuries brands such as Prada, Gucci and Armani.
Goal: • • • •
Joint-ventures Own stores Franchise Compete with luxurious brands
BRAND CONCEPT
Carolina Herrera is a brand of sophistication and exclusivity. CH is based on loyal clients from Queens or First Ladies to 
 A class celebrities;
BRAND IDENTITY Sophistication Elegance Bright Class Chic
BRAND IDENTITY Traditional Shapes Casual Theme Always has a Colour to Stand Out Simple and Elegant Suitable Detailing for Brand
PERSONALITY
PICTURE OF SENDER • • • •
RELATIONSHIP
Creative Thinking ahead, yet Remaining Traditional Modest and Casual Young and Bright
CULTURE •
Practical yet Effortless
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REFLECTION
Family Base Latino Attitude and Passion Country -side Environment
SELF-IMAGE
Domineering Rigid Materialistic Serious Difficult and Superficial
• • • • •
PICTURE OF RECEIVER
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Authentic and Genuine Daring and Confident Eager and Lively Honest, Humble and Clean Explore and Travel Satisfied, Happy and Friendly
INTERNALISATION
EXTERNALISATION
PHYSIQUE
AUDIENCE Age: 25-45 Gender: Mainly Woman Social Class: Upper Class Occupation: Successful/Elite/ Business/Fashion/Lawyer Lifestyle: Successful Career, Values materialistic, Comfortable life Motivation: Recognition, Innovation and Quality Style: Wears Designer clothes and bright colours, classic style Travels to big cities for work business Interests: Enjoys Fashion and Current Matters
BRAND EXPRESSION
ABCDEF GHIJK LMNOP Q R ST UVWY Z
Adobe Didot font CUSTOM FONT USED IN VARIOUS WAYS
TRENDS/ PLATFORMS
Use of Instastories, last 24 hours for followers to see
Use of Highlights, same as Insta-stories but remains permanently until account decided to delete
IGTV, new platform owned by Instagram for people to upload vertical videos and up to 10mins duration. CH uses it as a way of promoting her new collections by uploading The Making of It.
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Use of an A class celebrity as face of the brand in order to promote products Karlie Kloss face of Good Girl Perfume
BRAND MARKETING ANALYSIS (360º)
Blog Articles In regards of CH’s social media the tone of voice is clean and formal, with touch of colour depending on the collection but always including Red. In addition, CH includes a lot of celebrities thus associating the brand with the more elite consumer.
Facebook #CHShoeLove
#212CarolinaHerrera
#CHInsignia
#CHInsigniaBracelet
#CHCarolinaHerrera
#CHEllaInsigniaBag
#AlegriaComesInRed
#GoodGirlCHNY
CH CURRENT MARKET Luxury
Innovative
Traditional
Value
SWOT
Strengths: Loyal celebrity clients that help promote the Carolina Herrera brand • Very well known bridal line • Known for luxurious fabrics and high quality • Has extended into menswear, accessories and fragrances •
SWOT Opportunities: Expand to more international countries • Collaborate with a High Street brand • More stores in Harrods and/or Selfridges • Create App that is not by invitation only •
SWOT
Weaknesses: In need of more promotional activities • Limits themselves on their customer ground by charging with • extreme prices Fragrance doesn’t represent the elegance of the brand image that • CH worked so hard to make
SWOT
Threats: If the economy has a fall, so will CH sales, people won’t be able to • afford luxury Competition with lower prices • CH current App ‘Herrera Style’, is by invitation only •
ACTION PLAN Threat: CH App is exclusive, by invitation only. I believe CH should make the app something public, for everyone. The app is meant to be something exclusive but if CH changes it to something more reachable for other, they could benefit from the downloads (if the app is not a free) as well as they would have a whole new base of audience talking about the brand and perhaps it would even increase the sales.
RATIONALE OF CREATIVE
The App Style, is by invitation only and has many perks: customised accounts, invites to trunk shows, style advice and previews of all the latest collections. Customers can also reserve items in their basket for up to 48 hours and pick them up in store when ready. Unfortunately not everyone has access to this app as its exclusively for certain people, classed as A list celebrities and Elite people with invitation. If CH was to make this app for everyone (public), the brand would not be exclusive anymore but this way people out there who follow the brand and feel inspired by them, such as students, they would feel part of the brand and could even increase sales as well as downloads and expand their customers fanbase.
PROMOTION OF FILM
Carolina Herrera -The Cultural Affair Teaser‌
The Cultural Affair- Coming soon‌
For the promotional campaign of The Cultural Affair, CH will promote the fashion film through social media. Mainly, through their main platform such as Facebook and Instagram. CH will post teaser as well as posters on their feed as well as short clips on the IGTV section of Instagram.
THE CULTURAL AFFAIR
Once the fashion film is realised during the fashion week and only after it finishes, The Cultural Affair will be uploaded to the CH Youtube channel for the rest of the audience to watch.
FASHION FILM
MOVING IMAGES
THE CULTURAL AFFAIR S/S 2020
Entertain. Explore. Culture. Join CH’s on their newest fashion film The Cultural Affair. A film full of excitment and passion
PRESS RELEASE
Teasers will be released on the CH social media such as Instagram and Facebook starting 2 months before the release Drops during the New York Fashion Week and then realised online on Herrera’s Youtube channel
Notes to Editors: Based in New York, USA. Known for timeless ensembles for ladies who lunch and celebs who crave a touch of class. Film based on Herrera’s cultural background and the playfulness of her designs, pattern and print. For more information, please contact film’s Diretor Dena Severo based in the UK or via email: severodena@gmail.com
Creative Strategy Document by Almudena Severo
BIBLIOGRAPHY Editorial Theme images: fashion-shows/resort-2017 First found on Nov 09, 2016 Brand Identity: https://www.pinterest.co.uk/ Audience: http://www.google.co.uk (images) Brand Expression: https://www.carolinaherrera.com/ https://www.instagram.com/ carolinaherrera/ Trends/ Platforms: https://www.instagram.com/ carolinaherrera/ (2018) https://www.carolinaherrera.com/
Brand Marketing Analisys: https://www.instagram.com/ carolinaherrera/ https://www.carolinaherrera.com/ (2018) https://www.facebook.com/ CarolinaHerreraNY/ Action Plan: https://theimpression.com/carolinaherrera-spring-2018-bridal/ First found on Feb 02, 2018 Carolin Herrera Polka Dot Dress: https://twitter.com/wmag/status/ 961996930187489280 First found on May 01, 2015