SPORTMAX Project Istituto Europeo di Design, 2011-2012
Presented by‌ Alua Kaliyeva, Aphrodite Biniari, Bruna Diez, Canol Genel, Charlotte Frenay, Ipek Aksehirlioglu, Karolina Mosiadz, Lynnett Mendoza, and Monica Perez. 2
Agenda
Sportmax Today • Target Market • Competitors • Max Mara Group • Sportmax • Today’s SORD • Conclusion 3
Sportmax Universe • Who to talk to? • What to talk about? • The Strategy • Brand Expression • Points of Touch • Communication Plan • Budget
Brief & Objectives
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Brief
Green Field Project Develop a Marketing / Branding / Communication plan Compete / Avoid Cannibalization / Sell Annual budget: 5 million Euro Turnover to achieve: 100 million of turnover
What we can t change…
The brand name and logo; The prices; Being part of Max Mara group;
THE HISTORY…
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Sportmax Today
Sportmax Tomorrow
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Maramotti Family Values "...quality of the fabric and offering the consumer a garment at a price in tune with the market, ability to develop new lines and new companies rather than sticking to a rigid framework, the youth of a company where the average age is under 30, production knowhow...mixing technology and traditional craftsmanship, listening to customer feedback.... and design creativity. In 1990 to the International Herald Tribune's Suzy Menkes
"What's next is clothes that live longer. It might seem antique. But it's also modern. In the market, the idea is for everyone to throw everything away each season. But I'm interested in making good design and things that last." In 2001 in a rare interview with Harper's Bazaar
"Fashion is never in crisis because clothes are always necessary In 1994, to a reporter
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Sportmax TODAY Analysis of the current situation
The Target Market
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Target Description by Sportmax
• • • • • •
No age description Fashion conscious, but not fashion victims Self-confident Want to be beautiful and seductive Self-ironic, modern, bold Independent & determined
Very abstract, intangible description Who really are those women? 10
Result Internet Survey (150 People) Gender: Women Age: 27
Max Mara
Countries: Global
Brand Awareness
Lifestyle:
Know: 77%
Like: 73%
Active & Travelers
Associated with:
Open to new things
Classy
Like finer things in life
Smart
Quality before quantity
Excellence
Very high quality
For older people, like our moms
Values towards fashion:
Materials
Shapes
Quality
Prefer:
Quality over Innovation (90%)
Fabric over Origin (80%)
Personalized pieces (22%)
Fashion news from friends/family (40%) and magazines (32%)
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Sportmax Brand Awareness
Know: 23%
Like: 55%
Associated with:
Sport, sporty line of Max Mara, gym
Urban, trendy, modern chic
Sportmax Facebook Followers Strong feminine voices and personalities
Cute and hip guys
Famous groups
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Classic
Interests
Artists
Humor and love TV series
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Magazine
MTV
Luxury fashion brands and designer
Fashion TV programs
Animation
Romance movie
Dramas movie
Animation movie
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Consumers’ Suggestions
Confusing name - Sporty or sophisticated collection?
Sportmax is in the shade of Max Mara
I thought Sportmax was a special collection of Max Mara !!!!
I did not know, but in fact I have many clothes of Sportmax in my wardrobe but I though they were Max Mara.
I can t individualize the brand, I don’t know the brand, neither were it is sold” You should create a more unique environment /retail experience for Sportmax, even in Max Mara stores.
You should communicate more about it and be more visible
Never noticed before the Swarovski, the mix of fabrics, the creativity neither innovation
Emphasize more and better on the luxury fashion side of the brand
It is a shame they don t communicate that big designers such as Karl Lagerfeld designed for them. Sportmax should be sold in multiband retailers!
Customers trust the brands selection made by the owner of their favorite shops. Seeing Sportmax in a windows with other luxury brands can attract the attention of consumers .
DARE AND GO MORE CRAZY Collection and campaigns are dull, monotonous, without peps, too classic and not attractive. ; Other brands achieve to be attractive, sexy and elegant at the same time with a little something that directly catch your attention. 15
Competitors
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The Casual/Young side of Sportmax
The Classic side of Sportmax
The High Fashion side of Sportmax
Positioning Map Highly sophisticated Prada
Lanvin
Celine MaxMara
Classic
Max Azria
Sportmax ?
Michael Kors
Philosophy
Casual 20
Unconventional
Max Mara Group
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MAX MARA ARCHITECTURE Max Mara
Weekend Max Mara
Sportmax
Sportmax Code
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Marella
Max & Co.
Pennyblack
Marina Rinaldi
MaxMara
Weekend
Sportmax
SM Code
PRICE
• Top/ group
• Medium/group
• Top/ group
• Medium/group
PRODUCT
• Classic • Elegant • Quality • Sober • Traditional
• Classic • Casual • Quality • Sober
• Innovative/Creative • Quality • Very eclectic • Contemporary • Swarovski
• Innovative/Creative • Quality • Casual
• Flagship • Department S.
• Max Mara Multibrand S. • Department S.
• Flagship in fashion areas • Department S. • MaxMara Multibrand S.
• Sportmax flagship S.??? • Max Mara Multibrand S. • Department stores
PROMOTION
• Catwalks • Ads • Events • Website • Many Facebook
• Catwalks • Max Mara Website • 3 Facebook pages (no more than 60 followers)
• Catwalks • Ads • Events • Website • 1 Facebook page
• Sportmax website • NO Facebook page
PERCEPTION
• Classic, conservative & traditional
• Casual collection of MaxMara
• Original collection of Max Mara
• Young Casual collection of Max Mara
TARGET
• Classic • BCBG • Contemporary • Sophisticated • Independent
• The same than Max Mara
• Self-confident • Independent • Determined • Fashion conscious • Self-ironic
• The same than Sportmax
PLACE
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PRICE
PRODUCT
PLACE
PROMOTION
TARGET
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Max & Co
Penny Black
M.Rinaldi
Marella
• Medium-Low/group
• Low/ group
• High-Medium/group
• Low /group
• Trendy/stylish • Quality • Youthful
• Classic but trendy • Elegant • Quality • Glamour
• Refined materials • Trendy/ Stylish • Details oriented • Colorful • Quality
• Fresh • Contemporary • Trendy/ Stylish • Casual • Youthfull
• Flagship • Department S.
• Flagship • Department S.
• Flagship • Concept S.
• Flagship • Department S.
• Ads • NO Facebook page • Website
• Ads • Website • 3 Facebook pages
• Blogs • Videos • Wonderful website • 6 Facebook pages
• Spokesperson • Website • 3 Facebook pages
• Young • Life/fashion lovers • Dynamic • Playfully curious • Trendy
• Innovative • Self-confident • Fashion conscious • Young
• Curvy • Self-confident • Successful • Independent • Fashion conscious • Playful, fun women
• Dynamic • Positive • Refined
Max Mara Group Positioning Scales Price Max Mara
Sportmax
Max Mara Weekend
Sportmax Code
Max & Co.
Marella
Penny Black
Lowest
Highest
Target Max Mara
Max Mara Weekend
Sportmax
Marella
Sportmax Code
Penny Black
Oldest
Max & Co
Youngest
Style Max Mara
Classic 25
Max Mara Weekend
Marella
Penny Black
Max & Co
Sportmax Code
Sportmax
Unconventional
Conclusion
Confused Segmentation of the different brands of the group Possible Cannibalization
Price, target and style position not well defined and recognizable
Consumers don t have a clear brand image perception of the different brands of the group
5 big Brands recognized by consumers:
MaxMara ( Including Weekend MaxMara, Sportmax, Sportmax code)
Marina Rinaldi ( Complete offer for curvy women + Persona)
Max & Co Pennyblack
Marella (Marella+iBlues)
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Max Mara >< Sportmax
Many similarities in Communication Campaign, Store Environment, Products, Minimalistic catwalks
Same consumers Jessica Alba
Same interest and involvement in art and feminism values
Max Mara use celebrities to represent the brand. Katie Holmes which they compare to Jackie Kennedy.
Sportmax has an overall younger look, more colorful and creative
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Sportmax
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Evolution and Heritage Back in the 60s, Achille Maramotti, inspired by the atmosphere of the Swinging London â&#x20AC;&#x201C;the world capital of cool at that time-& of the fashion scene in the Carnaby Street, wanted to create garments for a younger target. So, in 1965 Max Mara POP was launched, inspired by the futuristic trend of the moment. The designer of this collection was Lison Bonfils, the editor of the French edition of the magazine Elle. Later in 1969, Sportmax was created, as the evolution of the POP. A young fashion brand, suitable for many occasion. Every garment could be combined with each other. It was an example of a coordinated, total look wardrobe which originated from the casual style made up of Mix & Match. Till now, the brand evolved from a comfortable casual wear influenced by its mother brand MaxMara to very eclectic series of collections. It became a complex accessorized brand with so different variety of style in one same collection that it ended confusing the consumer. It tries to combines the luxurious & elegant inclinations of Max Mara with a creative and innovative sensibility. 29
Product
Price
Place
Promo
• Ready-to-wear • Quality (detailed oriented) • Comfortable • Very eclectic/ confusing style • Contemporary • Swarovski
• Premium Price Strategy • Quality-Price balanced • Carte Blanche, Sportmax Code = Less expensive
• Flagship stores: Not memorable retail / sensorial experience, too much information, good service, sophisticate atmosphere, brand identity absent, laboratory feeling • MaxMara Stores and franchisee: Confusing experience, brands are unrecognizable • Yoox, Polyvore, Matches fashion and Ebay sell their products
• Catwalks: No special staging • Advertisings in magazines and billboards Cold, Rigid and dull • Website: Poor quality, design and content. No interaction, consumer engagement • WOW blog: Art, creativity, music, dance, culture Feminist • Famous photographers: David Sims for the last 4 collections. • Collaboration: very creative and fresh Carte Blanche
Eclectic collections through years
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Not memorable retail experience
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Unconsistent communication through years
BEFORE NOW
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Weak digital interface
Strong potential idea
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TODAY’s SORD
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SPORTMAX
ROLE
UNIQUE
NEGATIVE ISSUES
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PERSONALITY
SOURCE OF AUTHORITY
• Max Mara brand awareness and recognition • WOW blog
Part of Max Mara group
Swarovski as a symbol of excellence • Italian quality • Know-How • Financial support • International presence • Work with famous photographers
ADVANTAGEOUS
NECESSARY
PERFORMANCE DIFFERENCES
• Innovative and creative mindset • Limited editions in collaboration with artists.
• Good value for money.
• Ecletic collections • Confuse positioning among Max Mara Group architecture.
• Mostly mistaken as a MaxMara collection. • Absent and weak in the digital world.
• Dull, cold, serious & rigid • Name associated with sport clothing. • No special customer retail experience. • Low awareness
Conclusion
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Team Opinion
DO TOO MANY THINGS AT THE SAME TIME Lack of key drivers among all points of touch
CONFUSING AND LACK OF COHERENCE IN THE PRODUCT Too eclectic collections through years Potential Reason: Sportmax works with many designers from the entire world, collections go through many hands
NO CLEAR- CONSISTENT BRAND IDENTITY
PROBLEM WITH THE NAME GOOGLE search Sport channel/ Motorcycle/Wheels brand Meaning Not connected to fashion
DON’T COMMUNICATE ADEQUATELY WITH ITS TARGET Ads are too cold, not sexy either appealing, rigid, without life, monotonous They put the product in the center of the attention, not the brand Lack of interaction with the consumer Poor digital development (website, wow, facebook?, Twitter?, …)
GLOBAL DULL AND MONOTONOUS LOOK
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S • MaxMara group Good reputation, financial support , know-how • Worldwide distribution • Good value for money • Italian Brand • Strong fashion heritage from the 60 • Involvement in ART ( WOW+ Maramotti Collection) • Women= Priority
O • Fast consuming target • Create a strong, unique and differentiated brand // Market//MaxMara • Room to be the edgy brand of the group • Create a unique customer/retail/product experience • Leverage on art, women, heritage
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W • • • • • •
Sportmax confusing brandname Not definitive brand positioning Lack of coherence in collections through years Target description not enough detailed Communicate the products, not the brand Cannibalization with other brands of the group
T • Enter a fierce competition • Economical crisis • Huge rush to Mass Market
Sportmax Universe A new strong and unique brand
Who to talk to?
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Persona N°1
Caroline Duchesne, 23 years old, Belgian
Studying Communication, in Internship in an Advertising agency
Activities: Friends and Fashion
Google Factor: Fashion blogs and website such as mytheresa.com, net a porter.com or vestiairedecopines.com.
My favourite brands are:
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Balenciaga, Seven, Isabel Marant, BCBG, MiuMiu, Stella Mac Cartney, Antik Batik, Dsquared2, Twinset, Maje, Sandro, Schimmel, Zadig et Voltaire, ...!
Behavior towards fashion:
I am a Shop addict, there is no 2 weeks without buying clothes.
I love analyzing trends and what brands propose every seasons.
Even if I buy exclusive brands, I try to stay realistic, fashion is expensive! So, I like to shop at Zara and Cos, which propose nice alternatives in terms of fabrics, trends, quality and price. Why paying a simple T shirt 150, 300 or 500 at Prada, Marni, etc if you can find them at 60 euros at Zara? Quality is not the same but people like me, who love fashion, like to change all the time their wardrobe.
Persona N°2
Anel, 36 years old, Kazakhstan
CEO of Med Insurance Co in Almaty. Did her bachelor Currently in medicine and master in Economy. I am a very career driven person and since young age I wanted to open my own company, whether it s a clinic or insurance company .
Activities: Be a good mom for her 3 kids, yoga, skiing with husband, good restaurant with friends, Opera and Ballet during travelling and trying new things in life. weekends, Google factor: International news, social networks, online home decoration magazines, articles on medicine and insurance, downloading music and films. My favorite Brands: Hugo Boss, Burberry, Prada, Givenchy, Hermes, Tods, Cerutti,
Lanvin, Dior, Armani and Max Mara since the 90 s (Marina Rinaldi when I was pregnant, in Milano I fell in love with Max&Co)
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Behavior toward fashion: I look at the shape and model of the piece, then for quality. Price is the last factor. I like to invest in clothes that is why there are some pieces that are 10 years old, and I am still happy when I wear them.
Persona N°3
Anne Van Damme, 53 years old, Belgian
Worked more than 25 years for the town-administration of Liège and had top positions. After my wedding, I stopped my professional activity at my early 52
Activities: Classes of cooking, English and golf. I participate with my husband to rallies of ancestor cars through Europe. I love contemporary art, design and music
Google factor: Economic and financial datas, news, public sales of art and furniture, recipe, travel, fashion, Facebook
My favourite brands are: Hermes, Brunello Cucinelli, Natan, and of course MaxMara which I follow for years. Younger, I preferred the cuts of Pennyblack and Marella, and now I prefer MaxMara (I love their Cachemire coats, 5 in my wardrobe), I buy Weekend and Sportmax when the product catch my attention.
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Behavior toward fashion:
I enjoy shopping a lot
If I don t buy my favorite brands, I like to pick special pieces that catch my attention from collections of very different settings and atmosphere, no matter the brand.
DEMOGRAFICS:
She is a cosmopolitan – Urban woman
She has a medium to high social status
She is a strong independent and determined women
She is well educated, well informed and connected
PERSONALITY:
She loves art in every sense of the word, it is for her a way to express herself
She is very open-mind
She feels young and self-confident
She wants to look/feel beautiful and seductive no matter her age or the time of the day
FASHION:
She is fashion conscious
She reads fashion magazines such as Vogue
She is a frequent shopper
She is always searching for THE unique piece… the one which will make the difference on a total look.
When she buys high priced fashion brands, she expect quality, style, durability and the « little something extra » that will catch the attention of her public
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Even though those 3 women are very different; they have different backgrounds, nationality, age, fashion interest, and work experience, one factor brings them together: they all live a fast paced lifestyle. They are all strong women, determined, independent, cultivated, fashion lovers, experience seekers, they are always connected and enjoy art in every sense of the word. Basically they are always on the move. They are inspiration for Sportmaxâ&#x20AC;Ś 47
What to talk about?
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5 interrelated points of differentiation 49
THE ONLY ITALIAN EXCLUSIVE FASHION BRAND BORN IN 1969 This post-war period was the most revolutionary time of the fashion history, the emancipation and freedom of women s fashion. Women wanted to express their strong personality by creating their own style instead of following the trends someone dictated. The Haute-Couture was replaced with a lot of excitement by the Ready-to-Wear fashion, also called « Sportswear ». It was the perfect combination of sophistication and comfort. Women could Mix & Match their clothes for a more unique TOTAL LOOK. Sportmax was one of the first to respond to their needs.
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MAX MARA PHILOSOPHY Max Mara group signature is made of minimalism, simplicity and geometric shape that makes the whole look elegant, sophisticated and traditional. Sportmax being an overall younger brand than Max Mara, it mixes this elegance with a unique edgy and modern touch.
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EXCELLENCE Sportmax is the pure definition of « MADE IN ITALY », family business, high level of quality, durability and craftmanship. Sportmax always had the talent to transform raw materials into premium unique pieces. The best way to represent this excellence is for Sportmax to sew a little crystal on every garment designed.
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WOMEN EMPOWERMENT
YES Sportmax has been created as a response to WOMEN s needs and wishes in 1969. We are born during the most critical and revolutionary period for women and their freedom around the worldâ&#x20AC;Ś In 68, women were throwing away their bras as a symbol of liberty and independency. One year later, the fashion world and women needs had literally changed. Since then, we keep on supporting each of their movement and we constantly evolve with their fast paced lifestyle.
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ART Art has always been for Sportmax, a point of connectivity with its consumers through WOW blog and Carte Blanche collection. Art has the power to interact with a public and share its values with them; Art is Self expression; Art is something really personal, it can be seen from many different perspective; Art is unique and sometimes really unconventional; Art is present everywhereâ&#x20AC;Ś
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The only Italian luxury fashion brand born in 1969 + Max Mara Philosophy + Excellence+ Women Empowerment+ Art =
NEW DNA of SPORTMAX 55
THE STRATEGY
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Positioning inside Max Mara Group Premium brand of Max Mara group
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Positioning in the Market
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Source of relevant differentiation Sportmax UNIQUE
ROLE • The only Italian luxury fashion brand born in 1969
PERFORMANCE • A universe of everydayluxury to combine for a unique TOTAL LOOK
PERSONALITY • Support 21st century women lifestyle
SOURCE OF AUTHORITY Crystal sewed on every product as a symbol of excellence
• Edgy • The vintage wink
ADVANTAGEOUS
• + Luxury Underwear • + Lifestyle corner
Made in Italy
Women s Art supporter and promoter
• Collaboration with women designers
NECESSARY
NEGATIVE ISSUES
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Max Mara Group: • Know how • Financial support • International presence
Elegant
Name associated with sport clothing
Part of Max Mara group
SPORTMAX In the full-established fashion market of the 21-century, customers are very critical and informed about fashion. Women know exactly what they need, want, like and what they can expect. They want to feel attractive at any age, any time of the day and are not afraid to express themselves. Therefore, money spent in fashion increases each year. We want to address strong, determined, active and life loving women who are constantly looking for the unique pieces and the little something extra that will make them stand out. The feeling to be beautiful, attractive, stylish and unique is the lifestyle norm of those fast paced women who are always on the move. Nowadays, it is not enough to sell them clothes.... We have to exceed their expectations. Since 1969, Sportmax has always supported women and their movements. For more than 40 years, Sportmax has been the only Italian luxury fashion brand enhancing contemporary women s lifestyle with elegance, yet with an edgy touch. We are providing them a universe of everyday-luxury where they can create their own unique Total Look, always with a vintage wink to our heritage. We express our historical talent for excellence through little crystal gently sewed on every garment we design.
MOVIMENTO Dâ&#x20AC;&#x2122;ELEGANZA 60
.
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We believe… … That our heritage is our inspiration to design clothes fitting contemporary women s lifestyle … That Sportmax won t be the same without Max Mara signature … That our talent lies in our capability to transform raw materials into enlightening pieces … That women and their movements are the core essence of our brand … That art is a great point of connectivity with our consumers
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Brand Expression
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Smell Taste Touch Sight Hear 64
Florence Welch, 25 years old, London, singer of Florence & the Machine Group
Creative, unconventional, alternative, and different young women
• .
Cultivated, love art, connected
Face of the brand
Strong taste and involvment in Fashion The Vintage queen
Wears Mulbery, Ralph Lauren,Valentino, Givenchy, Chanel, Alexander McQueen, Elie Saab, Emilio Pucci, Jason Wu
Elegant and edgy at the same time, comfortable clothes, strong and vivid colors
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7 Crystals = 7 Colors = Sportmax Universe
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Points of Touch
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7 Categories = 7 Colors = Sportmax Universe
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NEW: Luxury Underwear Collection
A complementary collection of limited number of high luxury lingerie sets
BRANDING REASONS? Symbol of revolution in late 60 s Symbol of confidance in 2012 Support Women Empowerment
Every shape of body Comfort for every women in every movement
SALES REASONS?
Fast growing market
Lingerie becomes a fashion item Considered as one part of the total look
Last fashion trend: Show it off !!!
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NEW: Lifestyle & Creative Experience Sportmax Ambiance Perfume • Sensorial Marketing • A spicy warm scent with an intense floral background originated from the Moluques Archipelago
Litro Camera
• Capture the color, intensity, and direction of the entire light field.You can focus and refocus after the fact. • Values: Intelligent and elegant design, easy to use and to carry, revolutionary, speed.
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Sportmax Chill out CD • Sensorial Marketing
• Ethnical and Relaxing with a glance of the 50 s and 60 s
Polaroid Camera
• Enable creativity for all, celebrate artistry and make sharing instantaneous across the physical and digital.
Modern Women constructs a conversation between past considerations of MoMA's collection and current feminist narratives of art history, putting these varied modes of exploration in productive dialogue.
In Feminism and the Women's Movement, Barbara Ryan integrates a broad historical view with an analytical framework drawn from the theory of social movements.
Women of Design does bring full attention to the wonderful work, careers, and contributions of women designers, writers, teachers and entrepreneurs around the world.
Furniture & Interiors of the 1960s and 1970s An excellent international review of interior design in the 60s and 70s with valuable information and images of furniture, lighting and period interiors. Author: Anne Bony.
Books
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Packaging
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Style description based on Sportmax NEW values
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Heritage (Late 60’s) • Everyday-Luxury to combine for the total look • The vintage detail that makes the difference Max Mara Philosophy • Elegant • Edgy • Easy-to-wear • Geometric shapes Excellence • Made in italy • High level of quality, durability, craftmanship • Crystal sewed on every product Women • Strong and rich color palette Empowerment • Not girly, not Bling-Bling • Suitable shapes • Comfortable and functional Art • Timeless pieces • High level of creativity and innovation in designs • New perspectives on fashion 90
Product Brief for Designers
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Color
Description
Products
%
High level of elegance and exclusivity
Dress, Trousers Blouses, Blazers, Coats, Gowns, Skirts
40%
High level of comfort, Casual/ Easy-to-wear
Jeans, Shirts, Skirts, Dress, Pants, Coats
30%
Carte Blanche
Capsule collection designed by women artists
Artist s decision
5%
Genuine Leather
High level of quality in fabrics and craftsmanship
Jackets, Shoes, Bags, Wallets, Belts
10%
Accessories
High level of creativity
Scarves, Hats, Gloves, Belts
8%
+ Luxury Underwear
Symbol of Empowered Women
Limited lingerie sets
7%
Sophisticated Luxury EverydayLuxury
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The Environment
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Objective: Create a memorable sensorial Experience Design
LOFT look Big open and welcoming space
Mix of different materials
Decoration Togo Iconic Sofa in Orange as the central piece of every store
A mix of minimal/modern with a vintage wink
+ Seasonal decoration made off furniture and deco elements designed by women (on sales inside the store)
Light
Dark BUT intimate ambiance
Clothes highlighted by projection of warm light
Projection of ambiance vintage movies on walls Senses
Sportmax ambiance perfume + Sportmax Cd
7Colors = 7 Corners = Sportmax Universe
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Ground Floor
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First Floor
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Women Designers on Sales
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Seasonal decoration on sales
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Distribution
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Sportmax Flagship stores around the world (increased by more than 100%Increase sales) Enter in selected multibrand luxury retailers (1 by city for exclusivity) and department stores around the world
Special Sportmax corner in every Max Mara store
Europe
Asia
Noth USA
South USA
Flagship Stores (YEAR 1)
Milan, Rome, London, Paris, Barcelona, Moscow
Hong-Kong(*3), Beijing, Pudong, Taipei, Nanjing, Tokyo, Dubai
Los Angeles, NewYork
San Paulo
Flagship Stores (FUTURE)
Florence, Vienna, Warsaw, Prague, Monaco, Cannes, Madrid, Zurich, Dublin, Lisbon, St. Petersbourg, Stockolm, Antwerpen
Istambul, Mumbai, Tokyo, Sapporo, Ankara, Bangalore, Kuala Lumpur, Bangkok, Singapore, Tel Aviv, Beirut
Seattle, Sacramento, Portland, Boston, Austin, Minneaopolis, Washington, Miami, Toronto, San Francisco, Aspen
Rio de Janeiro, Buenos Aires, Panama city, Bogota, Santiago
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Communication Campaign
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STOP… RELAX… KEEP ON MOVING WITH SPORTMAX ! 103
Nowadays, women live fast paced lifestyle. Throughout our products, we support them in every movement. Throughout our communication, we remind them to take a break & relax with Sportmax. The customer journey will be based on the 4 phases: Aware, Attract, Experience, Renew
First Considerations
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PR AGENCY SELECTION: APR LONDON - An international premium and luxury communication agency with fashion experience(worked with Prada and Ferragamo)
MAGAZINE SELECTION:
Fashion Magazines – 45%
Lifestyle Magazine – 30%
Newspaper/Economic Mag – 25%
SEARCH ENGINE OPTIMIZATION
Internet is one of the most important tools for communication, and for the busy women, it is the essential tool to be always connected with the world.
Keywords: movement, elegance, sportmax, 7, seven, sensorial, lifestyle, wow, fashion, lingerie, luxury, women, 21st century, maxmara
Objective: Be in first page of search page
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PHASE 1: AWARE
1. 2.
TEASER 7+7+7=21st Century Women EVENT
4.
TEASING REVELATION BRAND MOVIE TRAILER
5.
STORE OPENING
3.
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TEASER WHAT? Mysterious message: 7+7+7= 21st Century Woman WHERE?
16 big cities with new flagship stores
WHAT ? Sportmax Website Windows display of Sportmax flagship stores
Billboards in THE exclusive place of the cities
1 Page in chosen magazines
Removable stickers on newspapers
WHEN ?
One month
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7 + 7 + 7 = 21st Century Women Event WHO? Stakeholders, fashion experts, influential bloggers, journalists and Celebrities WHERE and WHEN? Triennale di Milano during Spring-Summer Fashion Week in February WHAT? 1.
A personal invitation on USB card reusable
2.
Welcoming on the red carpet (MUST HAVE)
3.
Aperitivo with Italian products (Prosecco, wine, …) + Walking Dinner ( Fusion food edgy and modern)
4.
Max Mara CEO speech regarding the launch of the brand and the surprises that await the guests
5.
Event will happen in 3 phases: 1. 2.
3.
6.
7 Days of Movimento d Eleganza : A contemporary dance performance representing the lifestyle of the 21st Century Women lifestyle. Sportmax clothes in movement through the body of dancers. 7 Minutes to Relax: 4 Workshops (Wine tasting, show cooking, photography, massage). Make guests discover how to relax in 7 minutes, participate and have fun. 7 Worlds of Sportmax Universe: Discovery of our new brand identity Revelation of the 7+7+7=21 mystery / Brand Movie Trailer / Catwalk
Record our guests, celebrities funny testimonials about their favorite 7 minutes of the day
DETAIL? The whole event will be recorded and uploaded on every Sportmax digital platform 110
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Mystery Revelation ď ˝â&#x20AC;Ż
The banner with the answer to 7+7+7=21 will replace the TEASING banners on all the media and cities where it was applied
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ď ˝â&#x20AC;Ż
The banners on the window displays of the flagship stores around the world will be taken off
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The brand movie trailer VIRAL
SPORTMAX MOVIMENTO D’ELEGANZA
Store Opening (PR Event)
Official opening of the 16 flagship stores around the world.
During the event, Prosecco and Italian wine will be offered, tour guide will be offered by the staff of Sportmax.
The very first Lifestyle Book by Sportmax Edition will be offered to our guest. It will be later sent to the best Stakeholders (PR action).
Lifestyle book - A new kind of Catalogue – A BIBLE Inspiration of the collection
The new Collection
Fashion advices and trends
The places to be this season (restaurants, bars, cafes, spa, exhibitions, theaters, fashion shows, hotels, cities, etc.)
Some tips for a complete Sportmax look
7 minutes ideas to relax this seasons
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PHASE 2: ATTRACT
1.
DIGITAL WORLD
2.
PAID AND EARNED MEDIA
3.
ADVERTISING CAMPAIGN 116
Digital World
Website – will be mainly communicating about the 7 worlds of Sportmax Universe, with an easy interface, and links to its various social networks
Wow blog – will continue supporting female artists in any creative field, with simple yet interesting interface
Mobile Phone application: Places to go to in 7 minutes (restaurants, bars, cinema, park, exhibitions, …)
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Social Network INSTAGRAM (simultaneously on Facebook)
FACEBOOK (with timeline)
• Share • Selected pictures from Instagram • The most clicked posts from the WOW Blog • Articles and interviews about Sportmax • Fashion • Introduce the new collections • Give tips about the trends and seasons • Communicate the values of the brand and verbal brand driver
• Info about • The brand • Upcoming events • Tips for the next seasons • Tweet the most clicked posts from the WOW Blog • Trending the values of the brand, verbal brand driver, brand move trailer, woman empowerment • Trending: « #Today’s 7 minuts to:… »
• Behind the scene pictures • Backstage (Photo shoot/ Catwalk) • Internal day-by-day of the company • Collections inspiration • Sportmax alife • Stores • Events and people • Communication Campaigns • Celebrities
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• 7 Boards of ideas on « How to relax for 7 minutes? » • Sportmax Fashion shows • Sportmax Collection Picture
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Paid and earned media
Paid:
Bloggers
Advertorials ( 2 pages spread, article communicating the
new brand identity, how women are the drive force for Sportmax, WOW blog, …)
Unpaid:
Bloggers Journalist
Advertising Campaign GOAL? Represent movements of everyday lifestyle of our contemporary women MESSAGE? The main character is provoking the audience by building an interaction, where she makes them guess whether it would be easy to capture her at the moment when she is in a constant move WHAT?
7 prints representing each category of the Sportmax universe
Continuation of movie trailer
WHERE?
Website
Social Media
Published in renowned fashion magazines
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PHASE 3: EXPERIENCE
1.
TEMPORARY EXHIBITION INSIDE THE STORE
2.
« DESERT FLOWER » FOUNDATION + CARTE Blanche 129
Temporary Exhibitions
Temporary exhibition (4months lasting) inside the store to support and promote women artists around the globe
Opening celebrated 3 times a year in every flagship store of the world with an AFTER-WORK PR Event
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« Desert Flower» Foundation
Sportmax collaboration with foundation Desert Flower, organization leaded by supermodel Waris Dirie, which goes against FGM Female Genital Mutilation. The donations are gonna be executed by the consumers through Carte Blanche collection, giving 10% of each purchase to the charity. Sportmax support the foundation by also selling Desert Flower merchandise in the store (DVD, books) Updating WOW blog with most recent news about Desert Flower foundation.
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PHASE 4: RENEW
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CRM LOYALTY PROGRAM + CUSTOMER SERVICE 132
CRM – will contain the loyal customers information for several purposes, whether it is to inform them about the new collection or upcoming events
Loyalty program – loyalty cards will be incentive for customers to earn points and have various passes
Store assistant – tailored service
Email message system – will inform loyal customers regarding the news of the brand
Return policy – certain
Compliments by Sportmax: A surprise personalized card – after every purchase, customers will find encouraging personalized messages in their shopping boxes.
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Budget
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Thank youâ&#x20AC;Ś Keep on moving with Sportmax ! 136