Montana Rebranding Strategy by Gina

PARIS

REBRANDING STRATEGY

TABLE OF CONTENT

INTRODUCTION

THE BRAND

MARKET ANALYSIS

CONSUMER ANALYSIS

TARGET GROUP

MARKET POSITIONING

POSITIONING STATEMENT

VISUAL IDENTITY

PRODUCT

DISTRIBUTION CHANNELS

BRAND WEBSITE

PHYSICAL ENVIRONMENT

RELAUNCH

CONCLUSION

APPENDIX

SOURCES

INTRODUCTION

This booklet was commissioned to analyze why the Claude Montana brand ceased to exist and to examine the most effective strategy to bring it back to the market. The brand analysis consists of the most crucial findings of the brand DNA, which are the starting points for the new strategy. Our intention is to position Montana as a luxury outerwear brand with matching accessories and killer boots, which empowers individualistic and ambitious women and enables them to express their personal style. To make the best out of the current market situation the research included in this booklet draws a special attention to the recent opportunities and forecasts for the luxury market. In particular focusing on the Chinese luxury market, which in the recent years experienced a massive growth. In terms of customer segment, the research focuses on one of the most challenging consumers â&#x20AC;&#x201C; the Millennial, who at the same time shapes the future of the luxury market and whoâ&#x20AC;&#x2122;s spending power is increasing. This booklet shows our recommendations for the revival of the Montana brand from the market research to the execution.

THE BRAND

Montana is best known for his strong silhouettes. His designs had strong, exaggerated shoulders and were nipped in at the waist to accentuate the hips. With his razor-sharp tailoring, he made clothes with dramatic proportions. Even though he used masculine lines, he was a master in giving his designs the ultimate feminine look. He was very well-known for his use of high quality, luxurious materials, specifically leather. He sculptured leather and made the fabric feminine and sensual. Next to that, he loved to experiment with fur and gave the material the most unusual colors, such as his signature color Klein blue. Being dressed by Montana gave a woman a lot of style, power, and confidence.

embodied supreme femininity and sophistication. Everything she wore, she made her own. Montana is admired for his surety of cut, the sensuousness of appearance, the femininity that is beneath the bold forms, the luxurious seductions of fabrics more varied than leather alone, and the continuous and consummate mastery of a fashion design that always plays between the abstract forms of art and the conventions of clothing.

EMPOWERMENT

Claude Montana wanted to manage every aspect of the business himself, he was a regimented perfectionist and had a strong vision. Besides that he refused to adapt to the new trends in the 90s, there was a lack of clear business strategy and a strong CEO position. Montana encountered legal trouble in 1997 when his company had to seek legal protection from creditors in the face of declining sales and considerable debt. By December of that year, the House of Montana filed for bankruptcy. The Montana name and the designer’s skills, however, were never in question; he was still roundly praised.

INDIVIDUALISM

PERFECTIONISM

Montana designed for the ‘Montana Woman’. The Montana Woman had aspirations, desires and took control. She felt affirmed and dared to make choices for herself. She was a woman who was an amazon, conquering life and fascinating to others. She was electrifying; her energy affected everything and everyone around her. Her face and movements were strong. She looked both angelic and provocative at the same time and

VISION

A woman is the embodiment of independence and strength

MISSION

To create a matching sculptured amour that mimics the essence of the independent,bold and confident Montana woman 6

MARKET ANALYSIS Looking at the current market, there are a few key points that are crucial for giving Montana a strong positioning in the luxury market. EMERGING MARKETS Next to the traditional, well-known markets like Europe, Japan and the United States of America there are also emerging luxury markets. Countries that belong to these emerging markets are China, Russia, and the United Arab Emirates. These countries have increased their share in the luxury market tremendously in the past decade. Consumers in emerging markets continue to drive luxury market growth. In China, Russia, and the United Arab Emirates, the percentage of consumers claiming to have increased their spending stood at 70 percent, compared to 53 percent in the more traditional markets. Chinese Millennials are particularly important to understand because they define the future trends of every market. We count 415 million Millennials in China, which represents 31 percent of the national population. For some luxury and consumer goods companies, the Asian market now contributes a third or even half of global sales and earnings, a sharp increase from a decade or two ago. “China is where the main battleground for the global luxury industry is,” said Yuval Atsmon, a partner at McKinsey who follows the luxury market. “The center of gravity is shifting.” Their aggregate income will grow by US$ 3 trillion during the next decade with their average annual incomes rising steeply over the same period. They will experience increasing purchasing power and will gradually become the main consumers of products and services.

The main growth engine of the luxury market is a generational shift, with 85% of luxury growth in 2017 fueled by Generations Y and Z. But a broader “millennial state of mind” is permeating the luxury industry and changing the purchasing habits of all generations. This shift in mindset is pushing luxury brands to redefine what they deliver to customers, and how they deliver it. TRAVEL Travel and tourism is still the great growth opportunity. Almost half of luxury purchases are made by consumers who are traveling, either in a foreign market (31 percent) or while at the airport (16 percent). This proportion rises to 60 percent among consumers from emerging markets, who typically do not have access to the same range of products and brands that can be found in more traditional markets. This is why we will choose to have stores in both Western capitals as in Chinese cities. EXPERIENCE From physical products to digital experience - the essence of luxury is changing from an emphasis on the physical to a focus on the experience and how luxury makes you feel. However, premium quality remains a ‘must have’ and consumers retain a keen eye for craftsmanship and hand-made products. Quality continues to be the key driver of luxury purchases across all markets. Wealthy Chinese are the top spenders when it comes to quality, and 90% like to buy luxury products which are handmade. Young Chinese people are now increasingly enthusiastic about knowing and buying standout niche brands that can demonstrate their one-ofa-kind tastes and distinguish them from others. The vast majority of the Chinese millennials complete their luxury purchases abroad. But, as in other emerging markets, prices of luxury goods in China are being adjusted downwards to bring them in line with global markets. This is encouraging more Chinese consumers to purchase luxury brands in their domestic market.

FUR Sales of fur have slumped in some Western markets, such as Germany over the last few years. In China, they are still comparatively booming. The long-term expectation of the IFF (the International Fur Federation) is that fur will continue to thrive in China and other parts of Asia, such as Korea. In big cities such as Beijing and Shanghai, luxury shoppers are still buying fur as status symbols. According to International Fur Federation data, Chinese retail sales of fur are worth nearly US$17 billion per year, dwarfing the rest of the world. No other single market – even big markets for fur, such as Russia and the United States – manages even US$5 billion in sales. It is estimated that Chinese consumers account for 80 to 90 percent of global fur sales. LEATHER The global leather goods market was USD 93.2 billion in 2016 and will reach USD 121.16 billion by 2022 according to forecasting research. Retail stores hold the major share in this market that is over 90%, however, the online sales will increase during the period due to the growing popularity of e-commerce. The Asia Pacific has generated the highest revenue in the world for leather goods, in the last few years. The emerging markets will continue to grow in demand in the near future as well due to the rising disposable income and rising inclination towards designer leather bags and accessories.

OUTERWEAR AND ACCESSORIES Accessories (including handbags and shoes) remain the top category sold online, ahead of apparel. According to Euromonitor, the global luxury outerwear market hit $11 billion last year, up from $8.75 billion in 2011. “Outerwear is definitely becoming more prolific. Women want versatility and multiple options,” adds Lisa Aiken, retail fashion director at Net-a-Porter. “There were times that you could put your outfit together and throw on a coat. Now, people realize the value of a statement piece given the amount you wear those jackets, whether you’re going somewhere smart or to the grocery store.” Retailers have taken notice, increasing their investments in the category. Net-a-Porter, MatchesFashion and Nordstrom, for example, have all grown their outerwear buys in the last three seasons. “There’s definitely more growth from niche outerwear brands and what’s interesting is that we’re [now] seeing more brands like these specializing in just outerwear,” says Aiken. ONLINE VS. STORES Online sales continued their relentless climb, increasing by 24%. The American market makes up close to half of global online luxury sales - which total €23 billion - but growth was particularly strong in Europe and Asia. Physical stores will still account for 75% of purchases, but the mix of store formats will shift toward off-price stores and airport stores, to the detriment of monobrand stores, department stores, and specialty stores. In addition, it is estimated that online sales of personal luxury goods will make up 25% of the market by 2025. With the remarkable growth of the online channel, the role of physical stores will need to change. Stores have not lost their purpose, but brands need to reinvent them to better engage with customers, in a way that transcends channels. Stores will have to pivot from a transactional role to become venues for a broader range of customer interactions.

CONSUMER ANALYSIS Montana’s consumers are the Chinese Millennials who, thanks to the one-child policy, have access to significant amounts of money but do not want to be associated with the nouveau riche kids of China. They would rather be known for their uniqueness and thoughtfulness. Many young women in China feel burdened by the expectations of society. They are trying to get an edge in China’s ultra-competitive job market, which results in thousands of well-educated students. In addition, Chinese Millennial women are expected to get married before they turn 25 years old not to be named as the “leftover women”. This pressure results in many individualistic and ambitious women seeking freedom from an oppressive and restrictive set of traditional expectations. According to market research experts from China Youthology, the Chinese woman wants to have a lifestyle which includes both material consumption and a growing cultural consumption. This generation believes that a quality life must be built around personal choices and filled with one’s individual traits. The recent trend analysis has shown that the Millenials spending pattern is increasingly focused on luxury travel and experiences. The facts show that 93 percent of millennials in China consider traveling as an important part of their identity. Moreover, they rank it even higher than any other priorities listed such as buying a home, a car, saving, paying off debt or investing. Chinese consumers tend to spend a lot of money on high quality and long-lasting goods and services. Customized luxury leather goods are the most desirable products amongst them, as they are perceived as the most durable and exclusive. Chinese consumers prefer to buy products instore to experience the quality of the material and shop online so they can get what they want on demand. The mindset of these young adults is selfdirected, therefore they are more likely to buy for themselves rather than impressing others. They look for convenience, experience and better quality of life.

TARGET GROUP The affluent, individualistic and ambitious Chinese women from 25 to 35 years old. Her personality reflects both the Chinese culture and a Western mindset, she wants to be recognized internationally. In her individualistic approach to life, success is status and status is earned through money and product. The Montana woman emanates sophistication and elegance through her luxurious - and preferably exclusive - statement clothing pieces. She turns heads when she walks into a room, she radiates confidence and owns her clothes. She enjoys the in-store experience, but shops frequently online through apps suchs as WeChat, when not able to visit the store because of her demanding lifestyle. She prefers to discover trends from brand websites rather than social media. When traveling, she chooses Western capitals as the (ideal) travel destinations. However, when in a big city, she prefers to discover the unique local tastes and non touristy neighborhoods. CUSTOMER PROFILE Age: 27 Occupation: Creative director at Legend Magazine Hometown: Hong Kong, China Marital status: Single Getaways: Western capitals Personality: Ambitious, self-assured, independent Favorite apps: WeChat, Weibo, Instagram

MARKET POSITIONING Montana is positioned in the luxury segment of the outerwear industry with Moncler, Burberry, Balenciaga, Fendi, Max Mara, Vetements, Off-white, Marques Almeida and Pushbutton. Montana and its competitors are a mix of well-established heritage luxury brands and younger brands that are changing the industry in a unique way. Montana and its industry peers are redefining what outerwear is in the luxury market and it is a segment that is vastly growing as more brands are noticing consumer interest in high quality and premium outerwear. Montana has a clear and coherent strategy to rebrand itself and strongly position itself amongst its competitors. The brand positions itself as being the boldest and most exclusive outerwear brand on the market. This is accomplished through our retail strategy which provides the service of personalization to our consumers. The brand also uses innovative techniques combined with high quality materials such as leather, fur and latex. We will be able to be the brand that specializes in the importance of the iconic statement piece with a heritage that our consumers can appreciate for its versatility and timelessness. BURBERRY Burberry is a British luxury fashion house brand founded in 1856. Their products cater to men, women and children. Burberry’s target market is Japanese, Chinese and the millennial. The brand is well known for it’s iconic trench coat. Their outerwear coats ranging between, €695 to €7.250. Burberry has positioned itself to be a functional luxury in the mind of the consumers. They have 497 locations and have a net worth of 2.77 Billion GBP by 2017. The brand uses a digital strategy to reach their new target market by creating a online experience for their consumers. MONCLER Moncler is a French heritage luxury brand that was founded in 1952.Their products cater to men, women and children. Their target consumers are between the ages of 28 to 60. They shop for high quality items and seek innovation and timelessness. Moncler is best known for its fusion of outerwear and luxury sportswear. Their outerwear ranges between €675 and €1.750. With more than 190 stores around the world, Moncler has accumulated a net worth of $1.87 B by 2017. They are creating a more accessible image by combining the product with street culture. This helps them reach their desired target market.

VETEMENTS Vetements is a fairly young Parisian brand founded in 2014. The brand products cater to men and women. The brand is known for being the couture label that is radical and fashion- forward. Their target consumer consist of wealthy,upper/ middle class or even celebrity status. Their outerwear ranges between €515 and €3.290. The brand believes that exclusivity defines the level of luxury. They are only available online and in selected department stores. Each store has a maximum of units they are allowed to order. BALENCIAGA Balenciaga is a French heritage brand founded in 1937. The brand caters to men and women and is apart of the Kering group. Balenciaga is known for dramatic, sculptural silhouettes. The brand is now mainly targeting the new generation of fashion enthusiast. Recently having Alexander Wang on their creative team, they were able to connect with their desired target market. Their outerwear ranges between €897 and €3.450 and focuses on 80’s street wear “new couture”. Balenciaga currently has 105 locations and is on the verge of becoming a billion dollar company. OFF-WHITE Off –white was founded in 2014 and is incorporating their own vision into the luxury market. The brand is part of the New Guards group and target the Millennial. The brand caters to men and women but also to their lifestyle, through the creation of their unique furniture and ready made goods. Their outerwear ranges between €515 to €2520. Their products are available in 24 locations and believe to be a young brand embracing the now through exhibitions, workshop, events and music. FENDI The house of fendi was founded in 1925 and is apart of the LVMH group. Fendi is known for its fur coats and being the first handbag. Fendi’s Fur atelier is where skilled workmanship meets innovative and visionary design. Their outerwear ranges between €1500 to €15.000. They also provide made-to-order service only on their handbags, which amplifies their believes in craftsmanship and timeless style. Fendi has kept the millenials excited by revamping its classic look and creating charms and micro bags in order to become the necessary items for streetwear gurus. Today Fendi has over 197 stores worldwide and has net worth of $1.1 billion by 2017.

MAX MARA Max mara is an Italian brand that was founded in 1951 and is known for the famous 101801 coat. Their outerwear ranges from €569 to €2,799. The brand is now focused on strengthening its presence in China, where various fashion shows will be presented. The brand has already launched a capsule collection in collaborations with China’s most prominent artists Liu Wei. Today worth €1.2 billion and has over 2,254 stores worldwide MARQUES ALMEIDA The brand was founded in 2011 and was awarded the LVMH prize for young fashion designers. The brand is known for its use of innovative distressed denim, leather, silk and

brocade. There designs are described as raw and effortless. They target millennial and is inspiring a new generation of women. Their outerwear ranges between €480 to €1,200 and can be purchased globally in top department stores. PUSHBUTTON PUSHBUTTON was founded in Seoul in 2003. The brands deigns are influenced by K-culture and mimic the feminine 80’s silhouettes and colors. The designs are made for people who like clothes and are young at heart. They want to have fun with their style. Their outerwear ranges from €225 to € 1070. The brand is currently only available online and is break into the international luxury market as the one to watch

MATRIX IS BASED ON OUTERWEAR AND THE HIGHEST ONLINE RETAIL PRICE HIGH PRICE

Fendi Montana

Burberry

Balenciaga

Vetements

Max Mara Off-White Moncler ACCESSIBLE

EXCLUSIVE Marques Almeida Pushbutton

The axis ‘accessible’ and ‘exclusive’ can be interpreted in multiple ways. The brand can be seen as to have exclusive opposite accessible availability or to have unique/ customizable against generic products.

LOW PRICE

POSITIONING STATEMENT

FOR THE AFFLUENT AMBITIOUS CREATIVE, MONTANA IS THE BOLDEST AND MOST POWERFUL OUTERWEAR BRAND THAT USES STRONG SCULPTURED CUTS, OUTSTANDING MATERIALS, AND THE EXCLUSIVE EXPERIENCE TO PERSONALIZE THE PRODUCT TO GIVE THE TARGET GROUP UNIQUE OUTERWEAR WITH MATCHING KILLER BOOTS AND ACCESSORIES TO EMPOWER WOMEN.

VISUAL IDENTITY PHOTOGRAPHY The clash is translated into the photography style as a contradiction between realism and perfectionism. The style is analog, but still clean, sophisticated and polished. All the images have a high-contrast lighting.

LOGO AND TYPEFACE The script logo refers to Montanaâ&#x20AC;&#x2122;s signature, it represents his heritage. The typeface of PARIS, underneath Montana, is a lean sans serif font in contrast with the script. The use of strong contradictions is the starting point of the visual identity. This can differ from black and white, dark and light, analog and digital, masculine and feminine, etc.

COLOR As for the color palette, the contrast between black and white shows boldness and sophistication. A dark bordeaux gives the palette a more mysterious feel and adds power and sensuality. Klein blue is the brandâ&#x20AC;&#x2122;s signature color that represents confidence and adds an iconic touch.

WHITE 255 - 255 - 255 0-0-0-0

BLACK 0 - 0 -0 60 - 50 - 40 - 100

BORDEAUX 128 - 24 - 26 29 - 99 - 95 - 36

KLEIN BLUE 44 - 45 - 120 96 - 94 - 7 - 20

PRODUCT

We focus on outerwear with killer boots and matching accessories to make you feel empowered. Walking down the street, women feel confident and empowered in their complete Montana look. The outerwear collection will consist of big, strong shaped, powerful, iconic Montana coats that will be produced in Paris. The coats will be more exclusive compared to the boots and accessories. The accessories will make sure that there is a strong continuous revenue stream. The coats represent quality and are made from long lasting hand-made materials. The materials will be manufactured outside of Paris at the finest leather and fur farms, due to the high level of fabric quality needed for each piece. To make sure that this long-lasting coat fits the zeitgeist, the consumer will be able to adjust the coat with a strong belt to suit the desired look. This will make sure that the coat is timeless and versatile, instead of being only trendy at a certain moment. There is also the possibility to get a unique custom made coat that will fit their personal style according to the consumer's special wishes. Because our target group consists of individualistic women with a strong personal taste and they like to express themselves through personalised goods that fit their unique style. Together with the coats, matching killer boots are available to complete the look and make the target group feel empowered. These boots can differ from ankle to knee-high boots and come in different kinds of materials and colours that match the outerwear. The boots are made to stand out and make you feel invincible. The accessories will consist of belts, gloves, scarves and bags. Montana’s key designs accentuate the waist and are often supported with a belt. Therefore, a belt is a fundamental piece for the Montana look. Also, items like gloves and bags will be made from outstanding leather and will complete the power look.

MATERIALS Montana is known for his use of luxurious materials, especially leather, so this will be our main material. He sculptured leather and made the fabric feminine and sensual. We will use different types of leather, from more common types of leather to more rare and exclusive kinds. From sleek leather to more textured reptilian skins, like alligator, crocodile and snake. Besides that, Montana also loved to experiment with fur and gave materials the most unusual colours, like his signature color Klein blue. This is why fur will be a second important material that will be used. Although fur is being banned by some brands, fur is still booming in China because it is still seen as a status symbol. In addition we will also use latex, because the appearance has similarities with leather. Latex also has a sleek and seducing look that will make you stand out.

POWERFUL

STRONG SHAPED CUTS

BOLD

OUTSTANDING COLOURS AND FABRICS

QUALITY

LONG-LASTING MATERIALS PRICE Just like most luxury brands, Montana uses a competitive price strategy and prices the products accordingly. The price ranges from the smallest item which is priced at €250 to its highest price point which is €10.000. This excludes items that are custom made and priced by request. These will vary in price due to the use of material and technique. Looking at the fact that the consumer is willing to pay for high quality items with heritage, it encourages the desirability and assurance that it will sell at a premium price point.

DISTRIBUTION CHANNELS

BRAND WEBSITE

ONLINE Because of the rise of luxury products being bought online, digital is an important part of the distribution. The products are sold online via the brand’s website and via online retailers Net-a-Porter, Farfetch, and Mytheresa. These online retailers create brand awareness while the brand’s own website gives the customer the real brand experience. The last online point of sale will be on various Western and Asian social media websites. This selection includes social media outlets such as Instagram, Weibo, and Wechat. The online order process will be handled with the same care and service that our consumers will expect from a luxury brand.

The website is used for giving the consumer a feel of the strong Montana identity. An interactive experience throughout the website uses Montana’s iconic silhouettes as a way of communicating female empowerment, individualism and perfectionism. Combined with strong collection visuals and inspirational imagery, this creates a unique user experience for the target group.

OFFLINE The vast majority of the millennial consumer still prefers to buy the product in-store. This is why the product will also be available at physical locations. The brand will have two flagship stores. One in Paris - the home of the brand - and one in Hong Kong. The Paris flagship store is placed in Le Marais, which is known for its historical and architectural importance. The area is now becoming the place where you can experience the true Parisian lifestyle as our target group is looking for places that they can experience Paris outside the main areas. The Hong Kong store will be placed at Des Voeux Road in central, which is known to be lined with the best luxury brands, high street, and local brands. By placing the Montana flagship stores in these key areas, we are in their habitats and are a part of the consumer’s lifestyle.

solely focussed on leather and outerwear, this way the department stores will create immediate brand awareness and will give the target group a sense of the quality and luxurious materials the brand has to offer. Every physical point of sale will be built to reflect the brand’s personality and to maintain the identity of the brand, but only the flagship stores in Paris and Hong Kong - L’atelier’ - will carry out the true concept of the physical brand experience. Only a few will be able to have the opportunity to visit the store, which will give the consumer a sense of exclusivity amongst others that are only able to order online or at department store concessions. The brands retail strategy for store placement is to be placed amongst its peers and placed in the most luxurious streets around the world in order the strengthen awareness and exclusivity.

The graphic design matches the brand’s visual identity and consists of the colors black, white and Klein blue. The website uses a hierarchy structure. As for photography style, the images used on the website reflect the Montana woman and are independent, sensual and strong. The iconic graphic design combined with the strong visuals and the interactive elements gives the website a mysterious, dominant and monumental feel. Besides wanting to give the target group a clear idea of the Montana brand, the website is also used for selling the product. The online shop sells the statement accessories and a selection of the outerwear products. The customizable coats are only available in one of the flagship stores. The target group can shop the desired products online or get the option to make an appointment for the personalized Montana brand experience in-store.

Because wholesale still remains the dominant channel for luxury goods, the products will also be sold in different high-end department and multibrand stores around Europe and Asia. This selection includes Galleries Lafayette in Paris, Harrods and Dover Street Market in London, Shin Kong Place in Beijing, Landmark in Hong Kong and TsUM in Moscow. Luxury department stores have sections

PHYSICAL ENVIRONMENT

LOOK & FEEL The physical brand environments visualize the clash between sensual femininity and powerful structure - the essence of the brand’s designs. As for form, this concept is translated into a contrast between clean, geometric shapes and smooth, organic lines. As for materials; strong materials will be used such as Parisian marble, dark hues of glass, polished chrome and red lacquers contain a strong base and have a finish that creates a more strong, feminine look. In contrast to that are soft and warm materials such as black oiled wood, smooth leather, and Klein blue velvet which are integrated into the furniture as more sensual, mysterious and iconic details. This main use of hard, sleek materials will let the intricate types of leather and sumptuous fur used for the products stand out. The environment also puts focus on the product by using light. The designs are backlit with soft lighting creating a strong outline and putting emphasis on the structure of the silhouette.

L’ATELIER When visiting the shop-in-shops and wanting a more exclusive and personalized Montana brand experience, the customer can choose to make an appointment for L’Atelier. L’Atelier is the name of the brand’s flagship stores. The concept of the Montana flagship stores is ultimately focussed on the target group’s desire for personalization, quality, the handmade and uniqueness. The store will provide personalization services, which will give our consumers the opportunity to purchase unique items made with the highest quality. At L’Atelier, all of the impressive designs are presented like an exhibition; the outerwear is placed on mannequins and the accessories are presented on glass platforms. The atelier, where the products are made to measure, is situated upstairs to keep the atelier experience exclusively available for customers who are fortunate to order a product.

Every coat in the exhibition space can be adapted to the color and material preference of the customer. This is why there are just limited variations of the coats on display. When wanting to buy a product, one gets to see and feel all of the different leather and fur options with the help of one of the assistants. Then, the customer gets to try the product on and will get measured upstairs in the atelier. The order will be placed, made-by-hand by highly skilled employees - who are masters in the techniques - and send to the customer when finished or neatly packed for the customer to pick up. Because of this exclusive and one-of-a-kind experience, the coat will fit the customer the way it’s supposed to fit: sculptured to the female body, giving the woman the feeling of empowerment. This unique in-store service will differentiate Montana from its competitors, will strengthen the Montana experience and keep the consumer invested and loyal to the brand.

BRAND LAUNCH

Montana will use multiple promotional methods in order to bring more awareness towards the brand and bringing it back to life. We will introduce the brand through a book launch in combination with an exhibition in order to get the industry and target group talking and get more familiar with the brand. The advertising strategy is simple; everything has to be an experience to acquiring the best. Montana is targeting the individual who is self-aware and confident. The models featured will embody the Montana woman that is self-assured, goal oriented and prestige. To launch the brand we will announce Adwoa Aboah, CL, Agyness Deyn, Halsey and Duckie Thot as our muses as we think that these women embody the essence of what a Montana woman is today. DIGITAL STRATEGY Montana will have an online strategy to communicate and promote the brand to its target market. It is important we take this opportunity to interact with our target market to enhance brand awareness and to make use of the digital age that we live in today.

CONCLUSION

WECHAT This app is an all-around service that will help us interact with our target market. Wechat is an app that lets you interact with your peers, buy products in-store and shop online within the interface of the app. Our target group enjoys a convenient lifestyle and by using this app we will be able to connect with our target group and create more awareness and brand loyalty towards the brand. INSTAGRAM Montana will use their Instagram to interact and communicate with the target market. We will post daily and ensure that the image of the brand is reflected through celebrity endorsements, campaigns, and new products release. The brand will be visually inspirational and will depict the brand's identity and personality which will help strengthen the relationship between the brand and the target market WEIBO This platform helps the brand to communicate with our Chinese target market. The platform is similar to facebook but focuses on Asian celebrities that wear the brand. OFFICIAL BRAND WEBSITE The focus of the website is to give the user a glimpse of the brand Montana. The design intends to make an unforgettable impression. By creating a unique user experience, the website lets the consumer explore what Montana stands for without saying things directly or being too informative.The website will embody a shopping experience that highlights the beliefs and identity of the brand. Our target market enjoys shopping online and turns to the official website as it is assurance that they are getting the full service and experience.

Considering all of the above research findings we recommend to revive Montana as the boldest and the most exclusive outerwear brand, which focuses on targeting the Chinese Millennial women. The research has unambiguously revealed that China is the most favorable ground to regrow such a bold and leather specialized luxury brand as Montana. The forecasts show that this rapidly emerging country is predicted to be the biggest luxury goods market in the future. What is more, the wealthy Chinese consumers remain the top spenders when it comes to quality and hand-made garments, which gives Montana room to expand. Leather and fur lies at the very heart of Montana’s design DNA. Therefore, it is crucial for the brand to attract the consumer who appreciates the quality and sophistication of these materials. The Chinese market again proves to be the most beneficial place for revival of the brand as Chinese consumers are estimated to account for around 85% of the global fur sales.

The most distinctive characteristics of the recommended new Montana look are strong shaped cuts, outstanding colors and long lasting materials that make the garments powerful, bold and high quality. We recommend to focus on the outerwear with killer boots and matching accessories to make a women feel empowered and walking down the street with confidence. The main materials for the garments are; leather, fur and latex. The garments should be manufactured in Paris – in the place where Montana brand was born and where its heritage comes from.

The most important consumers for all luxury brands are in the recent years the Millennials who redefine the shape of luxury market’s future. Chinese Millennial women desire high quality, long-lasting and customized luxury goods. They also seek freedom from oppressive traditional expectations, so they want to express their uniqueness and untraditional mindset through statement garments. Montana’s high quality, bold and fully customizable outerwear garments perfectly fit these needs.

The price of Montana’s garments ranges from the smallest item priced at €250 to its highest price point which is €10.000. This excludes items that are custom made and priced by request.

We recommend to position Montana in the luxury market within the outerwear brands that change the industry in a unique way such as Moncler, Burberry, Balenciaga, Fendi, Max Mara, Vetements, Off-white, Marques Almeida and Pushbutton. The point of difference for Montana is specializing in the importance of the iconic, statement pieces with a heritage that the consumer can appreciate for its versatility and timelessness.

The Montana products are recommended to be sold online, via the brand’s website and online retailers specializing in luxury garments, as well as in the physical stores. The special attention require the Montana’s flagship stores, which include the l’Atelier, where the premium consumer can customize the garment.

The visual identity of the brand should reflect Montana’s heritage and attributes. The script logo, klein blue color and the clash of masculinity versus femininity can be translated into any brand visuals and impeccably represent brand values such as confidence and power.

We will introduce the brand through a book launch in combination with an exhibition, both about the iconic history of Montana and to get the industry and consumer aware of the new era Montana has started with the revival of the brand.

APPENDIX FIGURE 1 Chinese consumers accelerated their buying, accounting for 32% of global purchases by value, up 2 percentage points from 2016

FIGURE 4 Post-90s consumers have different priorities

FIGURE 2 Wholesale remains the dominant channel for luxury goods, but owned retail is growing fast. FIGURE 5 How many of your luxury products purchases take place in a physical store, online from a computer/laptop or online on a mobile device?

FIGURE 3 Accessories remained the largest and fastest-growing personal luxury goods category. FIGURE 6

SOURCES IMAGES

THE BRAND 1. Cro, M. (2011). Claude Montana: Fashion Radical.

THE BRAND 1. Roversi, P., 1988, Claude Montana Spring/Summer 1988 Available at: Cro, M., 2011, Claude Montana: Fashion Radical Accessed: 03/17/2018

2. Simmieshoes, 2017, Green Stiletto Boots Available at: https://www.instagram.com/p/BTuM_-glUe1/?takenby=simmishoes Accessed: 03/25/2018

2. unknown, 1996, Claude Montana Autumn/Winter 1996 Available at: http://christopheruveniodesign.blogspot.nl/2014/04/ claude-montana-mystery.html Accessed: 03/28/2018

3. Acne Studios, 2015, Acne Studios Resort 2016 Available at: https://www.vogue.com/fashion-shows/resort-2016/ acne-studios Accessed: 03/22/2018

3. Morris, B., (1983), The Directions of the Innovators [online] Available at: https://www.nytimes.com/1983/02/27/magazine/thedirections-of-the-innovators.html?pagewanted=all [Accessed: 03/08/2018]

TARGET GROUP 1. unknown, 1992, Paris Fall 2018 Fashion Week Available at: https://www.google.com/imgres?imgurl=http://www. chikoshoes.com Accessed: 03/22/2018

4. MCV photo, 2014, Best Shoes Fall 2014 Available at: https://www.refinery29.com/best-shoes?bucketed=true Accessed: 03/22/2018

4. Mulhall, Al, (2009), Fashion Archive: Claude Montana [online] Available at: http://www.dazeddigital.com/fashion/article/5875/1/ fashion-archive-claude-montana [Accessed: 03/08/2018]

2. Petty, F., 2016, inside Hong Kong Available at: https://i-d.vice.com/en_au/article/a3gpbk/inside-hongkongs-global-art-world Accessed: 03/18/2018 3. Xiaowen, J., 2018, Wallpaper China Cover 2018 Available at: https://www.instagram.com/p/BgwFOoCj-5a/?takenby=jujujuxiaowen Accessed: 03/22/2018 4. unknown, 2017, The Haute Pursuit Available at: http://thehautepursuit.com/paris-fashion-week-ss17/ Accessed: 03/18/2018 5. unknown, 2017, My Brain has too many Tabs open Available at: http://therealchristinalee.com/manage-your-time-likea-pro-part-2/ Accessed: Accessed: 03/18/2018 POSITIONING STATEMENT 1. unknown, 2018, Textura Available at: http://naiguata.tumblr.com/post/97755857033 Accessed: 03/22/2018 2. Charchian, A., 2017, Celine Bouly For Numero Available at: http://amandacharchian.com/portfolio/uncategorized/ celine-bouly-for-numero Accessed: 03/22/2018 3. Buckingham, A., 2016, Christopher Kane Spring/ Summer 2016 Available at: https://www.businessoffashion.com/ community/companies/christopher-kane-ltd/portfolio/ album/1589949005248939 Accessed: 03/22/2018 VISUAL IDENTITY 1. Babyhouse, 2017, Area NYC AW17 Available at: http://www.dazeddigital.com/fashion/gallery/23375/0/ area-nyc-aw17 Accessed: 03/24/2018 2. Shopthefive, 2018, Lookbook 2018 Available at: https://shopthefive.com/pages/lookbook Accessed: 03/24/2018 3. Shadrinsky, Y., 2017, Misbhv FW17 Available at: http://hero-magazine.com/article/89110/getacquainted-with-the-polish-fashion-label-embracing-its-culturalroots/ Accessed: 03/24/2018 PRODUCT 1. Meisel S., 1997, Red Gucci Stiletto Heel Knee High Boots Available at: https://www.google.com/imgres?imgurl=https://i. pinimg.com/originals/8e/95/34 Accessed: 03/28/2018

5. Vlamos, Y., 2017, Michael Kors Collection Fall 2017 Ready to Wear Available at: https://www.vogue.com/fashion-shows/fall-2017ready-to-wear/michael-kors-collection/slideshow/ Accessed: 03/19/2018 6. Valentino, 2018, Valentino Pre-Fall 2018 Available at: https://www.vogue.nl/fashion/shows/gallery/valentinopre-fall-2018/foto-vpf201846 Accessed: 03/19/2018 7. Marni, 2018, Marni Autumn/ Winter 2018 Available at: https://www.vogue.nl/shows/marni Accessed: 03/22/2018 8. Loewe, 2015, Loewe Fall 2015 Available at: https://www.vogue.com/fashion-shows/fall-2015ready-to-wear/loewe Accessed: 03/18/2018 9. unknown, 1992, Montana Gloves Available at: https://www.montana.fr/galerie-homme-1 Accessed: 03/20/2018 10. unknown, 2002, Naomi Campbell Yves Saint Laurent Available at: http://www.dazeddigital.com/fashion/article/34648/1/ how-saint-laurent-got-naomi-campbell-her-first-french-vogue-cover Accessed: 03/22/2018 DISTRIBUTION CHANNELS 1. Sofia, 2016, Paris, Le Marais Available at: http://www.thepermanentourist.com/travel-blog/ archives/09-2016 Accessed: 03/24/2018 PHYSICAL ENVIRONMENT 1. Schonnemann, A., 2017, A Study of Light Available at: https://readcereal.com/a-study-of-light/ Accessed: 03/24/2018 2. concrete, 2017, Roomers Hotel Munich Available at: https://www.frameweb.com/news/room-for-seductionroomers-hotel-brings-sexy-back-to-hospitality Accessed: 03/18/2018 3. Holm, B., 2017, Masquerade Available at: https://www.frameweb.com/news/room-for-seductionroomers-hotel-brings-sexy-back-to-hospitality Accessed: 03/18/2018 4. Arkestairs, 2017, Eureka Spiral Staircase Available at: http://www.arkestairs.com/stairs/eureka-spiralstaircase/ Accessed: 03/24/2018 5. Acne Studios, 2017, Acne Studios Tokyo Available at: https://www.acnestudios.com/dk/en/stores/bla-konsttokyo Accessed: 03/18/2018

2. Nicklaus, O. (2012). Golden Eighties. [documentary]. Available at: https://m2m.tv/watch/golden-eighties/fashion-pack

5. Fashion Encyclopedia, Claude Montana - Fashion Designer Encyclopedia [online] Available at: http://www.fashionencyclopedia.com/Ma-Mu/MontanaClaude.html#ixzz58ySg0Qfd [Accessed: 03/08/2018]

7. Walker, D. (2018). Future Forecast. 1st ed. [pdf ] The Future Laboratory. Available at: Future Forecast 2018.pdf [Accessed: 03/10/2018] 8. Collen, J., (2018), The Law and The Luxury Brand Experience - 2018 Style [online] Available at: https://www.forbes.com/sites/jesscollen/2018/01/30/ the-law-and-the-luxury-brand-experience-2018/2/#13d1c95929b6 [Accessed: 03/16/2018] 9. In Job, (2018), New leading trends in luxury market worldwide [online] Available at: https://www.injob.com/career-plan/new-leading-trendsin-luxury-market-worldwide [Accessed: 03/16/2018] 10. Amed, I., (2018), Luxury brands fight for millennial wallets [online] Available at: http://www.theworldin.com/article/14574/ edition2018luxurys-triumph-experience-over-hope [Accessed: 03/16/2018]

6. Fraser-Cavassoni, N., (2013), The Montana Mystery [online] Available at: https://www.vanityfair.com/style/2013/09/claudemontana-king-paris-couture [Accessed: 03/08/2018]

11. Dychtwald, Z., (2018), Chinese millennials are about to kick US millennials’ butts [online] Available at: https://nypost.com/2018/02/17/chinese-millennialsare-about-to-kick-us-millennials-butts/ [Accessed: 03/16/2018]

7. Peters, L., Claude Montana, Designer Biography [online] Available at: https://www.bloomsburyfashioncentral.com/products/ fashion-photography-archive/article/claude-montana [Accessed: 03/10/2018]

12. Wang, H., (2018), China’s millennial consumers are a driving force behind the global luxury market [online] Available at: http://www. globaltimes.cn/content/1090236.shtml [Accessed: 03/16/2018]

8. Wynne, A., (2013), Claude Montana Returns to Paris Runway [online] Available at: http://wwd.com/fashion-news/couture/claude-montanareturns-7034139/ [Accessed: 03/10/2018]

13. Bain, M., (2017), As Michael Kors and Gucci swear off fur, China's shoppers are still eager for it [online] Available at: https://quartzy.qz.com/1159668/while-gucci-andmichael-kors-ditch-fur-china-is-eager-for-it/ [Accessed: 03/20/2018]

THE MARKET 1. The Boston Consulting Group. (2018). The Key Trends for the Luxury Goods Industry in 2018. BCG. [online] Available at: https:// www.bcg.com/d/press/20february2018-altagamma-true-luxuryglobal-consumer-insight-184693 2. The Boston Consulting Group. (2017). 4th ed. [pdf ] Milan: Fondazione Altagamma. Available at: https://altagamma.it/media/ source/BCG%20Altagamma%20True-Luxury%20Global%20 Cons%20Insight%202017%20-%20presentata.pdf 3. D’Arpizio, C., Levato, F., Kamel, M., Montgolfier, J. (2017). Luxury Goods Worldwide Market Study, Fall-Winter 2017. 1st ed. [pdf ] Bain & Company. Available at: BAIN_REPORT_Global_Luxury_Report_2017.pdf [Accessed: 03/08/2018] 4. Amed, I., Berg, A., Kappelmark, S. (2018). The State of Fashion 2018. 1st ed. [pdf ] McKinsey&Company. Available at: The_State_of_Fashion_2018_v2.pdf [Accessed: 03/10/2018] 5. Arienti, P. (2017). Global Powers of Luxury Goods 2017. 1st ed. [pdf ] Deloitte. Available at: gx-cip-global-powers-luxury-2017.pdf [Accessed: 03/10/2018] 6. Morency, C. (2017). Is Luxury Outerwear the Next It Category? Available at: https://www.businessoffashion.com/articles/ intelligence/is-luxury-outerwear-the-next-it-category [Accessed: 03/10/2018]

14. Tomes, J., (2017), Fur fashion boom faces a growing backlash [online] Available at: http://www.dw.com/en/fur-fashion-boom-faces-agrowing-backlash/a-37026137 [Accessed: 03/20/2018] 15. Hales, C., (2018), China’s fur capital touts itself to world even if fur’s out at Versace and other leading fashion houses [online] Available at: http://www.scmp.com/lifestyle/fashion-beauty/ article/2137458/chinas-fur-capital-touts-itself-world-even-if-fursout [Accessed: 03/20/2018] 16. Harold, T., (2017), Hong Kong's fur industry - how will Gucci ban affect it? A lot less than you may think [online] Available at: http://www.scmp.com/lifestyle/fashion-luxury/ article/2119335/what-will-guccis-fur-ban-mean-hong-kong-lotless-you-may [Accessed: 03/20/2018] THE TARGET GROUP 1. Ruonan Z. (2017). 5 Surprising Facts About the Luxury Shopping Habits of Chinese Millennials. Jing Daily, [online] Available at: https://jingdaily.com/5-surprising-facts-shopping-habits-chinesemillennials/ 2. Ruonan Z. (2018). Wealthy Chinese Women Are Unique in APAC: Agility Research. Jing Daily. [online] Available at: https://jingdaily.com/differences-asian-affluent-femalebehavior/ 3. Baan, W., Luan, L., Poh, F., Zipser, D. (2017). Double-clicking on the Chinese Consumer. 1st ed. [pdf ] McKinsey&Company. Available at: double-clicking-on-the-chinese-consumer.pdf [Accessed: 03/15/2018]

4. Bina, J., (2017), How Self-Actualization Became the New Luxury for Chinese Millennials [online] Available at: https://jingdaily.com/the-new-luxury-of-connection-forchinese-millennials/ [Accessed: 03/16/2018] 5. Duveau, J., Dumenil, S., (2017), Chinese Millennials Are Still Coming to Paris, But How Do They Shop? [online] Available at: https:// jingdaily.com/chinese-millennials-shoppers-paris-luxury/ [Accessed: 03/16/2018] 6. Chozan, (2017), Understanding Chinese Millennials: Who Are They and What Do They Want? [online] Available at: https://chozan. co/2017/09/20/understanding-chinese-millennials/ [Accessed: 03/16/2018] 7. Zheng, R., (2017), What Drives the Heavy Consumption of Chinese Millennials? [online] Available at: https://jingdaily.com/chinese-millennial-big-spenders/ [Accessed: 03/16/2018] 8. Harca, E., (2017), Young, Rich and Responsibility Free: How Luxury Brands Are Persuading Wealthy Chinese Millennials to Spend Their Cash [online] Available at: https://jingdaily.com/luxury-wealthy-chinesemillennials/ [Accessed: 03/16/2018] 9. Poncin, L., (2017), Chinese Millennials - Mobile [online] Available at: http://dmb-shanghai.com/mobile/chinese-millennialsmobile/ [Accessed: 03/16/2018] COMPETITORS 1.At Off-White, Virgil Abloh Means Business. (2016, September 30). Retrieved from https://www.businessoffashion.com/articles/fashionshow-review/at-off-white-virgil-abloh-means-business 2.Barrionuevo, A. (2016, April 5). How Vetements Became a Fashion Phenomenon. Retrieved from http://www.whowhatwear.co.uk/howvetements-became-so-successful/ 3.Bischof, F. (2017, October 10). Max Mara: a glimpse inside the iconic brand's manufacture. Retrieved from http://www.theweek. co.uk/89033/max-mara-a-glimpse-inside-the-iconic-brand-smanufacture 4.Federico. (2017, January 10). Max Mara in China: A Rapid Business Growth | Daxue Consulting. Retrieved from http://daxueconsulting. com/max-mara-in-china/ 5. Fendi. (n.d.). Women's Designer Clothes - Luxury Collection | Fendi. Retrieved from https://www.fendi.com/us/woman 6.Just a moment... (n.d.). Retrieved from https://www.off---white. com/en/US/about Kim, M. (2017, October 18). Pushbutton Seoul Spring 2018 Fashion Show. Retrieved from https://www.vogue.com/fashion-shows/seoulspring-2018/pushbutton

10.pushBUTTON. (n.d.). Retrieved from http://pushbutton.co.kr/ index.html 11.Rocca, J. (2017, 13). Hotline bling: From bankruptcy to fashion's hottest brand. Retrieved from http://www.executivestyle.com.au/ how-moncler-went-from-bankruptcy-to-fashions-hottest-brandgxa8jk 12.Sowray, B. (2017, May 25). A Look At Balenciaga's Most Iconic Moments Through History. Retrieved from https://www.elle.com/uk/ fashion/trends/articles/g31790/balenciagas-most-iconic-moments/ 13.Women's Leather & Fur Coats - Max Mara - Spring Summer 2018. (n.d.). Retrieved from https://nl.maxmara.com/leather-and-furcoats/c-103 14.Zheng, R. (2017, August 11). Fendi to Focus Digital Marketing Efforts on China | Jing Daily. Retrieved from https://jingdaily.com/ fendi-will-invest-more-into-digital-marketing-especially-in-china/ 15. Hoang, L. (2017, May 10). Could Moncler's Outerwear Reign Be Coming to an End? Retrieved from https://www.businessoffashion. com/articles/news-analysis/could-monclers-outerwear-reign-becoming-to-an-end 16.Morency, C. (2017, May 30). Is Luxury Outerwear the Next 'It? Category? Retrieved from https://www.businessoffashion.com/ articles/intelligence/is-luxury-outerwear-the-next-it-category PRODUCT 1. Euromonitor International, (2018). Luxury Leather Goods in China [pdf ] Available at: Euromonitor International [Accessed: 03/16/2018] RETAIL 1. Achille, A., Remy, N., Marchessou, S. (2018). The Age of Digital Darwinism. 1st ed. [pdf ] McKinsey&Company. Available at: The-age-of-digital-Darwinism.pdf [Accessed: 03/12/2018] 2. Buzasi, C. (2018). How to Attract the Luxury Consumer in 2020. 1st ed. [pdf ] WGSN, Walpole, GGMR. Available at: Walpole-WGSN-Report.pdf [Accessed: 03/15/2018] 3. Walker, D. (2018). Trends of the Trends Report. 1st ed. [pdf ] The Future Laboratory. Available at: Trends of the Trends 2018 Report.pdf [Accessed: 03/08/2018] 4. Jehl, E. (2017). Storetelling. Frame: Retail Revolution, 115, pp. 172 - 177. DIGITAL STRATEGY 1. Webb, N., (2018), 2018 web trend: the hot list for luxury brands [online]Available at: https://www.specialistuk.com/2018-webtrends-hot-list-luxury-brands/ [Accessed: 03/16/2018]

7.Marques â&#x20AC;&#x2122; Almeida Home | Marques â&#x20AC;&#x2122; Almeida. (n.d.). Retrieved from https://www.marquesalmeida.com 8.Marta Marques & Paulo Almeida Are Among the 500 People Shaping the Global Fashion Industry in 2017. (n.d.). Retrieved from https:// www.businessoffashion.com/community/people/marta-marquespaulo-almeida 9.Off-White Launches a 'More Affordable' Collection. (2018, January 8). Retrieved from https://www.businessoffashion.com/articles/ news-bites/off-white-virgil-abloh-launches-more-affordablecollection-for-all