Hadley Robinson
Executive Summary
In this marketing plan, we dive into what Comme des Garcon is, who they market too, what are some of their strengths and weakness, there brand identity, where they stand in the market of competition. Next is the objectives strategies and tactics I would do as the CMO of the brand, which includes a museum installation. After is the brand value where we will make some changes to how Comme des Garcon views in the social responsibility area. Brand Guide we will take about what Comme des Garcon views its audiences desires and brand benefits, colors and voice. Lastly is the media kit with information about Comme des Garcon the press release for the museum installation and awards.
Table of contents 5. Brand Mood Board
(Visual)
6. Mission Statement 7. Marketing Mix 8. Customer Narrative 9. Customer Profile 10. SWOT ANALYSIS 11. PEST 12. Positioning Strategy 13. Competition Advantage 14. Unique Positioning 15. Objectives (goal) 16. Strategy (plan) 17. Tactics ( detailed action) 18. Social Responsibility & Transparency 19. Cross Cultural Opportunity
Table of contents cont. 20. Brand Guide 21. Logo 22. Brand Manifesto 23. Brand Story 24. Audience Desire 25. Brand Benefits 26. Our Voice | Our Tone 27. Our Brand Colors 28. Our Brand Pattern 29. Our Imagery | Mood 30. Media Kit 31. Company History 32. Press Release 33. Industry Awards | Accolades 34. WORK CITED PAGE
Aspiration
Mission Statement Comme Des Garรงons goal is to provide clothing that makes everyone feel beautiful in their skin.
Marketing Mix Product Categories: Women and Mens Price Classification Category: Skirts: 400 to 1000$ Shoes: 130$ Pants: 500$ Jackets: 200$ T-shirts: 200$ Sweaters: 300$ Dresses: 400 to 1000$ Blouses: 100 to 900 Ranges for each category: Highest to Lowest: Dresses, Skirts, Blouses, Pants, Sweaters, Jackets T-Shirts, Shoes. Place: They have retail locations across the world, Paris, New York, Hong Kong and a couple more. They also sell through Nordstroms, Saks and Barneys and small little clothing stores with high end things. Promotion: Pop-up stores, Fashion shows and collaborations.
Customer Narrative Marco, age 20, goes to Parsons New School in New York City. He’s wakes up an hour before his morning class. He sits on his phone for most of that hour/playing video games. His clothing are stylist but laid back. He throws on a new pair of Off-White jeans and a Comme des Garcon sweatshirt. I grabs a granola bar and heads to class. Lucky he lives at the dorms or he would be super late. His first class is textiles class because he’s a fashion design major. His phone rings at the end of class. It’s his friend Michael who is standing in line for the new Supreme drop and Michael is telling him to hurry up and get here. Lucky he isn’t to far away from Supreme. He stands in line with Michael for an hour and then they finally get into the store, they buy the new supreme clothing and decided to head to get something to eat. They decided on some new york bagels, they had some cool and unique flavors. After lunch he goes back home and decides to work on homework, which was creating some new fabrics. He experiments with things until he comes up with something he likes. Later in the day he plays video games with his roommate and they both decide to go to get dinner at the dining hall. After dinner they come back and talk for awhile about new drops and than they both pass out still wearing their clothing from the day.
Geographic Region-----------------------------------------------East and West Coast City Size-------------------------------------------------------100,000+ Population density-------------------------------------------------Urban Climate-----------------------------------------------------Four Seasons
Cu st o
me
r
Pr
of i
le
Demographic Age----------------------------------------------------------------14-40 Gender-------------------------------------------------Male, some Female Household income---------------------------------------Student or Single Income--------------------------------------------------25,000 to 50,000 Occupation-----------------unemployed-student, professional-college grad Education---------------------------------------in college, college grad
Cus
tom
er P r
ofil ec
ont .
Sociocultural Culture----------------------------------------American, European, Asian Subculture-------------------------------------------------------------Religion----------------------------------------------All religions National Origin-----------------------------------------All origins Race------------------------------------------------------All races Social Class----------------------------------Middle Class/Working Class Effective and Cognitive Degree of Knowledge-----------------------------------------------Expert Benefits Sought----------------------------------------------Convenience Attitude--------------------------------------------Positive and Neutral Behavioral Brand Loyalty----------------------------------------------------Divided Store Loyalty----------------------------------------------------Divided Usage rate--------------------------------------------------------Medium User status-------------------------------------------------Current user Payment Method-----------------------------------------------Credit Card Media usage-------------------------------------------------Social Media Usage situation----------------------------Home,Social Gatherings,School
SWOT Analysis Strengths: - The idea of exclusivity, that’s really in at the moment. Collaborations with other companies, which is Weakness: getting there name out - Not having a good website, there. where they sell their Have some stores, as well products. as having their product in A very small social media department stores. presents, they have twitter and instagram but don’t post on it daily. Opportunities: Creating a website where they sell clothing and have a describe their brand. There isn’t much about them out there. Treats: Showing off their seasonal - Other brands just like clothing line on website them. Streetwear is a big so people can buy it. trend right now and there are many up and coming brands that could take over. - As well as continuing not to have a website where they sell their clothing.
PEST Political: - Paris riots (about their government) having an effect on work.
Economic: - Not having a website that does e-commerce
Social Cultural: - There major demographic for clothing would be the upper class.
Technology: - Not having a strong social media presence
Brandy Identity
Exclusivity
Innovative
Unique
Pos
gy ate Str ng oni
iti
Differentiation Factors: What differentiates Comme des Garcon in the market is they have good collaborations and a good ready to wear section. Comme des Garcon has a like ready to wear street brand, an innovated fashion line with this whimsical and avant garde design.
Competitive Advantage: The concept of the brand is very complex and very over the top, it’s a streetwear brand but it hints more of a designer side of streetwear, it’s pop up locations and fashion runways are very over the top and there clothing tends to be weird. I think that is their competitive advantage of being a designer side of streetwear. Unique Selling Proposition: Exclusivity and limited availability, as well as having a very popular logo that makes people want a product from them just to have the logo.
Co
mp
et
it
io
n
Marketing Objectives Our goal is to create a better social media and physical presences so we can inform customers about our company and future drops.
Strategy We will start be revamping the website so we can sell our clothing as well making sure out customers know what our official social medias are. Next we will be creating a popup museum that showcases past seasons and a timeline and history of the brand, ending with a clothing line that is based of the history of comme des garcon and the popup.
Tactics First We will hire a graphic designer to help closing work with us to create a new website. This will include our newest season as well as all out play clothing line and collaborations. Next, we then will be posting daily if not weekly post on Instagram and Twitter so our customers know we are alive. Last we will have a popup museum about the history of our company, included past seasons as well as a new clothing line that goes along with the museum. We will need to market it through social media as well through influencers and celebrities. There will be an opening event for these influencers. This popup will go for two months and will be held in New York City. If done well we will move it to other cities across the world.
Brand Value
Social Responsibility Our goal with social responsibility is not to ignore all the issues going on in the world. We are partnering up with dosomething.org which is global non-profit organization with the goal of motivating young people to make positive change both online and offline through campaigns that make an impact.
Transparency As a clothing brand were want to be transparent about what our clothing is made out of and where it is made. We believe being ethical is an important part of our brand.
Cross Cultural Opportunity Comme des Garcon does some amazing collaborations. An amazing cross cultural opportunity would to collaborate with other streetwear brands with different cultures and heritages to create a collection.
Undercover is another japanese streetwear brand we would create a collection on their heritage.
Brand Guide
Logo and meaning
“like boys”
Brand Manifesto
We are unique We are self-expressive We are avant garde We are Comme des Garcon
Brand Story
Comme des Garcon is a designer streetwear brand, with unique and avante garde designs. They are a tokyo based company. They show their collections at Paris Fashion Week. Their biggest collaborators are converse with their Converse play high tops, and Supreme. Comme des Garcon also creates installations along with their collections.
Audience Desire
Streetwear demographic: “We want something different, something that will allow us to feel important that we have the product.”
Designer demographic: “We want something that will make us feel young and free”
Brand Benefits
-
Self-Expressive
-
Feeling important
-
Desirable
-
Cutting edge
-
Our customers feel like themselves.
-
Exclusivity
-
One of a Kind
-
Limited supply
-
You feel important that you have the product
-
Experimental
Our Voice/Our Tone
Is...
Daring
Innovative
Self-expressive
s r o
d n a r B
l o C
d n a r B
P
n r e t at
Media Kit
Comme des Garรงons is a Japanese fashion label founded by and headed by Rei Kawakubo. It is based in Tokyo and also in Paris. They show their main collections during Paris Fashion Week and Paris Men's Fashion Week.
Contact Information: Paris, France Tel : +33 1 5330 2727 Fax : +33 1 5330 2728 Email : shop@comme-des-garcons.com Office : idea@comme-des-garcons.com
Press Release FOR IMMEDIATE RELEASE
COMME DES GARCONS MUSEUM INSTALLATION STARTING THE MONTH OF JANUARY 2019 IN NEW YORK CITY.
New York City -- January 2019 -- Comme des Garcons will have a museum installation about the history of the brand in New York City starting January 2019 and will run for three months. The event will be held in a pop-up shop location in Soho. This installation will future past seasons as well as a timeline of the history of Comme Des Garcons along with a clothing line to commemorate all of its histories. There will be an opening event party for the installation for influencers, celebrities, and fashion icons.
Comme des Garcons is a Japanese fashion brand founded Rei Kawakubo. Comme des Garcons is based in Tokyo but has many stores across the world. Comme des Garcons is an Avante garde, unique clothing brand with high-end clothing.
For more information about days and times will be on Comme Des Garcons Instagram: @commedesgracons
# # #
Awards Fashion Net: Shoe Designer of the Year 2015 CFDA Award 2012 Fashion Group International award (1986) Excellence in Design Award from the Harvard University Graduate School of Design (2000). In 1993 Comme des Garcons founder was honoured by the French government as a Chevalier in the Order of Arts and Letters. Comme des Garcon has several exhibitions, including “Mode et Photo, Comme des Garçons” at the Pompidou Centre in Paris (1986), “Three Women: Madeleine Vionnet, Claire McCardell, and Rei Kawakubo” at the Fashion Institute of Technology in New York City (1987), “ReFusing Fashion: Rei Kawakubo” at the Museum of Contemporary Art Detroit (2008), and “Rei Kawakubo/Comme des Garçons: Art of the In-Between” (2017) at the Metropolitan Museum of Art in New York City.
Work Cite 1. http://www.comme-des-garcons.co m 2. https://shop.doverstreetmarket. com/us/comme-des-garcons 3. https://www.vogue.com/fashion-s hows/designer/comme-des-garcons 4. https://cfda.com/cfda-fashion-a wards/2012 5. https://www.britannica.com/biog raphy/Rei-Kawakubo 6. https://www.dosomething.org/us/ about/who-we-are