Sevres GNL Collaboration by Hannah Hlopak

Table of Contents Brand Statement Greece Needs Love

Benefits

Brand Statement Sèvres - Cité de la ceramique’s

Products & Production

S.W.O.T. Analysis Greece Needs Love

Assortment Plan

22, 23

S.W.O.T. Analysis Sèvres - Cité de la ceramique’s

Package Design

24, 25

P.E.S.T. Analysis The Collaboration

Plan for Growth

Mood Board

Marketing Programs

Collaboration Mission

Marketing Strategy

Marketing Objectives

Executive Summary

Breakeven Analysis

Sales Goal

Pen Portriat

12, 13

Target Market

Trend Analysis

16, 17

Opportunities

Mock Look Book

34 . . . 49

Greece Needs Love

Greece Needs Love (GNL) is a non-profit organization originally founded in London in 2013 and relocated to Atlanta, Georgia (USA) in 2016. GNL’s long term goal is the reunification of the Parthenon Marbles, a collection of 115 Classical Greek marble sculptures of which 94 still exist, but are evenly split and displayed between museums in Athens and London. GNL’s mission is to help artists, artisans and researchers from Greece or who have Greece as the main subject of their postgraduate education. They support the production of contemporary Greek Art while preserving the Greek Art History as common roots to the world. “Generosity towards Greece is our first duty!”

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-Greece Needs Love

Sèvres - Cité de la ceramique’s

Sèvres - Cité de la Ceramique’s mission is to produce porcelain art objects using rigorously manual techniques, passed down from generation to generation since the eighteenth century. The establishment dedicates half its production to contemporary creation in order to preserve the tradition, maintain quality and differentiate itself by authenticity. The craftsmanship, imagination and the talent of the artists who come to reimagine themselves at Sèvres have shaped the institution and its identity.

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Greece Needs Love

GNL thrives off their commitment for Greece and its culture. Education separates GNL from other charities with a focus on the prevention of vandalism.

Collaboration with organizations that have similar values provides a broader audience and potentially larger restoration projects resulting in a cleaner Greece.

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Although their values are well intentioned,

GNLâ&#x20AC;&#x2122;s message is not reaching a broad audience.

GNL struggles for relevance due to being based in Atlanta GA (USA); a distance barrier..

Sèvres - Cité de la ceramique’s

Sèvres takes great pride in using 18th century artistic techniques. Artists must adhere to very exacting standards, but the results are striking.

Although Sèvres has an outstanding

reputation for ceramics, the quantity and variety of products and their corresponding client list are limited.

Brand extension gives Sèvres the opportunity to target broader markets while maintaining their “haute couture”

Sèvres is limited by both their current

like ceramic collections. Ready-to-wear

product line and their collector-based

art-based jewelry lines will expand Sèvres’

client lists which limit their public exposure

marketability and generate additional

and ultimately cap their revenue potential.

revenue with minimal effort or changes to their core values. Pg. 7

The Collaboration

Sèvres’ collaboration with GNL would simultaneously expand both organizations’ reach and influence. Joint efforts demonstrates Sèvres’ more charitable side as well as instant visibility and markets in Greece and gives GNL a closer foothold on

Market trends are in favor of new jewelry lines. Jewelry made from discarded ceramic

art pieces demonstrate sustainability and care for the environment.

the European continent..

S Pg. 8

Such jewelry is already in many influential

Sèvres needs new technology and

designers’ collections and their fashion

processes to accommodate jewelry

shows. A Sèvres’- GNL collaboration would

production. However, such changes are

expand on this new popular social interest

minimal compared to the benefits for both

trend.

Sèvres and GNL.

Collaboration Mission

Greece Needs Love (GNL) is dedicated to nobility of spirit. With friendship as a core value, GNL believes helping others makes them a more trustworthy friend. GNL prides itself with their ongoing support of Art Education, believing that it gives a better future to children and the ability to resolve problems, overcome obstacles and communicate with the world. These values align with Sèvres - Cité de la Ceramique’s desire for tradition, culture, and art innovation. Together, Greece Needs Love and Sèvres - Cité de la Ceramique can design an exclusive collection of ceramic jewelry to raise awareness for the ongoing restoration and cleaning projects of the statues, churches and archeological sites in and around Greece damaged during the riots following the 2008 financial crisis.

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Florence Davis

28 year-old Florence Davis lives in London, England where she got her Bachelor’s degree in Historic Preservation at Oxford University. She keeps to herself and is often in the library researching new and old archaeological finds. She enjoys exploring the places she researches. Florence has secret hopes of joining a non-profit organization where she can help preserve the history she loves. She doesn’t care for people who destroy history and finds that to be disrespectful. She frequents local markets and boutiques to find authentic clothing from countries that she researches. On trips to such countries, she looks for jewelry based on the art and architecture of the time periods she sees in local museums. She believes that knowing and studying history can benefit one’s view and mindset about life. When Florence looks at history, she feels as though she is traveling through time. Pg. 13

Target Market

Sèvres currently has a very specific target market: collectors and/or major museums, foundations, and public institutions. Collaboration would provide Sèvres an opportunity to expand their potential clientele to people looking for fine jewelry without having to be art collectors. Target audiences would depend on styles and price ranges organized by age group. Expanded product lines introduce new advocates and broader reach for Sèvres’ core business in a mutually supportive marketing plan. GNL would benefit with exposure to more affluent and likely more influential audiences as potential supporters for Greek culture and historical preservation.

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Trend Analysis

According to WGSN’s women’s jewellery forecast A/W 17/18, sustainable jewelry is on an uphill climb. Jewelry makers are looking for different materials that turn waste into beauty, “…as well as sentimental materials with back-stories that embody personal memories or values.” This is a major part of the proposed collaboration as it is not only embodies the concept of using Sèvres - Cité de la Ceramique’s discarded material, but it also incorporates Greece Needs Love’s goals. Jewelry with a “back-story” adds value and purpose which according to WGSN is what the current and upcoming trend is all about. Something else that WGSN states is that these peices of jewelry are made with an “architectural quality… [and] focus on proportion, materials and balance.” Again, S/S 2018 forecasting shows the market will be wanting materials that create feeling. They descirbe the jewelry to be “hyper-textured, hyperexotic, and hyper-sensorial.” The market is clear; the time for collaboration between Severs and GNL is now.

“Women’s Jewellery Forecast A/W 17/18: Design Matters.” Advertisement. WGSN. March 02, 2016. Accessed August 12, 2017. https://0-www.wgsn.com.library.scad.edu/content/reports/#/Accessories/w/A_W_17_18/25116.

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Opportunities

Collaboration will amplify Sèvres’ market presence through product-line expansion and new market reach with GNL’s U.S.-based presence. It is also an opportunity for GNL to achieve a more diverse and affluent audience.

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Benefits

Collaboration between GNL and SĂ¨vres centers on fine ceramic jewelry with a mission to inform, educate, and conquer vandalism in Greece. With the ongoing restoration of vandalized monuments in Greece, this project is uniquely and mutually beneficial to what would otherwise be very dissimilar organizations.

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Products & Production Sèvres - Cité de la Ceramique will create an elegant and historically influenced collection of ceramic jewelry that will embrace the values of Greece Needs Love. Together, both companies will develop these products that will not only educate the market on historical Greece, but will be small reminders of the ongoing problems that face this beautiful country. The proposed product range includes, but is not limited to, bracelets, cuffs, necklaces and earrings. The design creation will incorporate inspiration from Ancient Greek jewelry and Sèvres heritage designs. The products will come from broken, unused, and unwanted pieces of Sèvres’ existing art collections and their artists’ ongoing work. Such art-based jewelry is both completely sustainable and 100% unique to each jewelry piece. In addition to the product itself, the packaging will incorporate both logos and a combined mission statement. The mission and history of GNL shall accompany each purchase to enhance the overall collaborative experience. Packaging will reflect a clean, elegant and sophisticated design commensurate with the product, the customer and the cause. Pg. 20

Assortment Plan

Style

Description

Color

Suggested Retail Price Pg. 22

Small broken pendant with a thin gold or

Small Medium broken pendant with a thin

Extra Large broken pendant with a thin gold

Large broken pendant with a thin gold or

Medium broken pendant with a thin gold or

white gold chain. The peice of ceramique

gold or white gold chain. The peice of

or white gold chain. The peice of ceramique

white gold chain. The peice of ceramique

would be inlayed in a gold or white gold

ceramique would be inlayed in a gold or

would be inlayed in a gold or white gold

linning. The design would be pre painted

white gold linning. The design would be pre linning. The design would be pre painted

linning. The design would be pre painted

from the origional vase, bowl, or plate it was

painted from the origional vase, bowl, or

from the origional vase, bowl, or plate it was

broken off of.

plate it was broken off of.

broken off of.

Pantone 13 - 5014 Ravish Red

Pantone 17 - 6238 Bay Blue

Pantone 14 - 0170 Marble Blue

Pantone 19 - 4123 Y’all Yellow

Pantone 15 - 0357 Greece White

$200 - $400

$800 - $1000

$600 - $800

$400 - $600

$200 - $400

Style

Description

Color

Suggested Retail Price

Medium broken pendant with a thin gold

Large broken pendant with a thin gold

Large broken pendants with gold or white

Medium broken pendants with gold or

Small broken pendants with gold or white

or white gold wire chain. The peice of

gold earring loops. The peices of ceramique

white gold earring loops. The peices of

gold earring loops. The peices of ceramique

ceramique would be inlayed in a gold or

would be inlayed in a gold or white gold

ceramique would be inlayed in a gold or

would be inlayed in a gold or white gold

white gold linning. The design would be pre

linning. The design would be pre painted

white gold linning. The design would be pre linning. The design would be pre painted

painted from the origional vase, bowl, or

from the origional vase, bowl, or plate they

painted from the origional vase, bowl, or

from the origional vase, bowl, or plate they

plate it was broken off of.

were broken off of.

plate they were broken off of.

were broken off of.

Pantone 13 - 5014 Ravish Red

Pantone 17 - 6238 Bay Blue

Pantone 14 - 0170 Marble Blue

Pantone 19 - 4123 Y’all Yellow

Pantone 15 - 0357 Greece White

$800 - $1000

$1000 - $2000

$600 - $800

$400 - $600

$200 - $400

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Package Design

Pg. 24

Pg. 25

Plan for Growth The idea of starting a completely new market for Sèvres does not come without challenges. Sèvres must commission jewelers to create and maintain the various product lines. Both companies will develop and issue targeted press releases to reach their customer base while also generating new hype around the unique combination of wearable art and Greek culture. Following the press release, Sèvres will expand jewelry lines on a schedule to be determined. The jewelry collections will initially focus on markets in Greece, France and the Atlanta, GA as most relevant to the cause. Marketing beyond these cities/countries will expand primarily on the European continent and in target cities in the U.S. that have strong art and/or Greek cultures. GNL will accommodate Sèvres in providing and participating in marketing both the cause and the product lines even when focused on what would otherwise be uniquely GNL functions. As trends change, the product lines will adapt, but the core relationship will endure. Metrics, tools and expectations for monitoring trends, tracking progress and the overall health of the relationship will be agreed upon in writing prior to any investments or announcements, but both parties have a lot to look forward to with such collaboration.

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Marketing Objectives

Collaboration is essential to a broader audience for both Sèvres and GNL. A new product line for Sèvres might otherwise go unnoticed without a catch; collaboration with GNL provides that reason to be noticed. In the end, Sèvres benefits with an enhanced revenue source while GNL expands their message reach to more affluent voices that could one day influence the reunification of the Parthenon Marbles in Athens, Greece.

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Marketing Strategy

The products for the collaboration include, but are not limited to cuff links, necklaces, rings, and earrings. These products will be made from the broken or leftover ceramics that will not be used by SĂ¨vres. The products will be refined and inlayed with a signature combination of gold and white gold and be accompanied by unique gold chains and links. The jewelry will remain true to the design and color of the original art with a brochure showing the final ceramic art with corresponding description as a form of authenticity verification. This will add value to each piece of jewelry and provide credibility to the SĂ¨vres and GNL collaboration. Pricing will vary with the market but will be relative to the corresponding ceramic art in the SĂ¨vres collection. The more expensive the art piece, the more expensive the jewelry item. Other pricing factors include market competition, difficulty in jewelry production and the quality of the material and quantity of rare metals used.

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Marketing Programs

Sèvres - Cité de la Ceramique and Greece Needs Love have one similar, but significant weakness when it comes to this collaboration; lack of jewelry / fashion experience. Jewelry line promotion is crucial to collaboration’s success. Ways to promote the collaboration include the typical social media platforms, print ads and TV/radio commercials. Additionally, launch parties, targeted pricing, unique packaging, and product placements in mutually supporting industries and events will round out the overall marketing campaign to as wide an audience as possible. A pre-product launch campaign will focus on existing events and marketing platforms to gain early hype and visibility. The first launch party should introduce an amazing line of jewelry with an emphasis historical Greece; perhaps even with backlit Greek statues and columns. The initial launch party should be replicated in numerous locales with key leaders of both Sèvres and GNL providing inspirational monologues.

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Executive Summary

Sèvres - Cité de la Ceramique collaborates with Greece Needs Love to create a line of fine ceramic-based jewelry with a cause. The proposal was given to both companies and currently stands as a substantial opportunity. Using byproducts of the ceramic artists at Sèvres, lines of jewelry including cuff links, necklaces, earrings, and pendants will be the focal point of a new product launch. The collaboration with and the cause behind GNL provides the “so what” to what might otherwise be just another jewelry campaign. Using art as the center of gravity, the collaboration is a springboard to improved revenues for Sèvres and increased influential visibility to GNL’s cause.

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Breakeven Analysis

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Sales Goal

Sales goals of $80k/month will ensure a full return on investment by month 25 (2 years). As soon as the monthly revenues hit $80k, the company will realize 24% margin on a monthly basis. After that point, revenue sharing with GNL will provide additional funds for their charity work.

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Hannah Hlopak

Taylor Plummer

I am a junior at the

Hello, I’m Plum. Yes like the

Creative Director

Stylist

Savannah College of Art

fruit! I am a senior at SCAD

pace of city life, but at my

up in Uptown, New Orleans

belle who grew up in a

fun, fabulous, and proud

and Design. I love the fast roots is a backyard southern

Graduating in 2018. I grew where I developed my

small town in Texas. I grew

personality. If you want to

sucking crawfish heads.

see how fabulously fun I

up picking dewberries and There really is nothing like

a good ole’ southern belle when it comes to hard work, loyalty and most

importantly good cooking.

Well, I’m still working on the cooking!

www.hannahhlopak.com

hlopakhannah@gmail.com

get in touch with me and am, email:

Taylorplummer@gmail.com