Emanuel Ungaro Analysis
By : Jenya | Yulia | Chanthika | Isabel | Kris
Jenya | Yulia | Chanthika | Isabel | Kris
CONTENT PART 1
Executive Summary...................................................................................................................1 Timeline.....................................................................................................................................2 Current Situation.......................................................................................................................3 Competitive Environment...........................................................................................................4 Brand Analysis.........................................................................................................................11 -Brand Inventory......................................................................................................................12 -Brand Exploratory...................................................................................................................19
PART 2
Strategic Plan..........................................................................................................................24 Business Strategy....................................................................................................................27 Brand Strategy.........................................................................................................................29 Positioning Strategy.................................................................................................................34
PART 3
Brand Identity Communication.................................................................................................48 Advertising...............................................................................................................................49 Public Relations.......................................................................................................................51 Sponsorships...........................................................................................................................54 Online..................................................................................................................................... 55 Viral Marketing.........................................................................................................................56 Media plan...............................................................................................................................57 Budget.....................................................................................................................................58
CONCLUSION..................................................................................................................60
PART 1
1
EXECUTIVE SUMMARY This report provides an analysis of Emanuel Ungaro brand. The key factors will be identified which are currently influencing the brand, conducted a SWOT and competitors analysis. To understand the brand awareness, perception, recognition and recall we have done primary market research with the help of 100 questionnaires distributed in central London and answered by females and males. Having analyzed the results our group was able to identify current brand image, brand identity, its positioning, and equity. Having evaluated the current situation, a strategic plan for the company will be developed in order to achieve long and short term objectives. Secondly, strategic growth options to the company will be proposed as the business strategy. Thirdly, a brand strategy will be developed, which includes new brand concept, philosophy, identity, value proposition, reasons to believe, brand associations, relationship and architecture. Moreover, a positioning strategy objectives and options for different product lines, as well as visual and operational requirements for Emanuel Ungaro brand to follow. Third part of the report includes communication strategy. The recommendations start with the objectives then taking part in the key planning decisions of implementation, advertising tactics, media strategy and media plan, as well as evaluated the approximate advertising budget and its allocation. Finally, conclusions of the overall research will be drawn at the end of the report.
2
TIMELINE
1965
1996 Emanuel Ungaro opened his own fashion house in Paris Started of Men’s line
1973
Ferragamo briefly owned a majority stake Valli joined as 1998 Giambattista creative director was sold to 2005 Ungaro Asim Abdullah
2009
2010
Archs left, with Giles Deacon came as replacement
Lindsay Lohan appointed as artistic director, Cortazar departed. Estella Archs joined as creative director
left, Estebaan Cortazar 2007 Dundas came as replacement
1993
Jean Charles de Castelbajac was employed as designer at Emanuel Ungaro
2012
2006 Mounir Moufarrige appointed as CEO,
Darre left, Peter Dundas came as replacement
1969
Emanuel Ungaro couture house won the Neiman Marcus Oscar for fashion (Golden Age)
2004
Valli left the label, Vincent Darrecame as replacement Deacon Departure
Fail to find another chief designer and this has led many commentators within the fashion industry to describe it as a struggling retail brand’ or in the state of
GRAVEYARD
2011
3
CURRENT SITUATION
Internal Resources and capabilities Internal Resources
TANGIBLE • Retail stores where the products are distributed to the customers and located worldwide: France, USA, Russia,China, Korea and Thailand • The head office where they manage business • Financial resources, which refer to money
INTANGIBLE • The brand Emanuel Ungaro and diffusion lines U by Ungaro, Ungaro Homme, Ungaro fuchsia and the Haute Couture line • The copyrights • The heritage • The relationship between the brand and the customers
Capabilities The capabilities of Ungaro used to be high quality and craftsmanship, as well as mix of patterns and floral design, coherently used throughout all collections. However, in recent ages the competitive advantage of the company has been lost, and the brand is in graveyard.
SWOT Analysis
The SWOT analysis has been conducted in order to identify internal and external factors, which influence the company’s business.
Strengths
a. Brand history – the Ungaro brand has a strong heritage b. Quality of design and manufacture strength of its design and manufacture and the distinctive look of its clothes.
Weaknesses
a. Lack of marketing know-how b. Weak Online marketing c. Low Brand recognition
Opportunities
a. Open Ungaro stores in major fashion capitals (New York, London, Paris, Moscow, Tokyo) b. Enter jewellery market since it is highly increasing nowadays c. Open vintage stores which is highly popular with consumers worldwide.
Threats
a. High competition from other luxury fashion houses b. Increase in e-commerce
Key factors to consider: The brands heritage is the main strength of the company, however the company is very weak now and is not popular with the customers worldwide as well as not innovative at all. Brand should increase its brand awareness and enter new emerging markets in order to attract new customers.
4
THE COMPETITIVE ENVIRONMENT
Research suggests that the current more mass-market business strategy that is adopted by Emanuel Ungaro fails to provide consumers with a clear value proposition or a clear USP (Tungate, 2008). This is due to the fact that the label’s efforts to appeal to a younger, medium income demographic contradict its historical brand associations, which means that customers typically associate it more closely with couture brands. Below is an analysis of the key competitors of Emanuel Ungaro and the way in which their product offering and brand positioning differs.
5
THE COMPETITIVE ENVIRONMENT COUTURE LINE Key factors to consider
• Low brand awarness comparing to other competitors • There are no point of superiority comparing to Dior, Chanel, Givenchy • Emanuel Ungaro Couture line does not have its unique selling proposition
Target market Brand strategy Brand positioning
EMANUEL UNGARO COUTURE Female, 40-60 y.o.
DIOR
CHANEL
GIVENCHY
Female, 35-60 y.o.
Female, 20-60 y.o.
Female, 25-60 y.o.
Reinforce Couture and RTW lines High price – high quality. Advantage – point of superiority none
Brand extension
Brand extension
Brand extension
High price – high quality. Advantage – point of superiority – superior quality, haute couture dresses Womens couture gowns £10,000-£64,000 Reinforced brand image Functional benefitsprice, quality, design. Emotional benefits – satisfaction, selfrewarding. Selfexpressive benefits – attractive, classical. Superior quality, haute couture dresses.
High price – high quality. Advantage – point of superiority – combination of modern and classical styles Womens couture gowns £10,000-£64,000 Reinforced brand image Functional benefitsprice, quality, design. Emotional benefits – selfconfidence, satisfaction. Selfexpressive benefits – attractive, stylish, elegant Combination of modern and classical styles.
High price – high quality. Advantage – point of superiority – artistic exploration between femininity and modernity Womens couture gowns £10,000-£64,000 Reinforced brand image Functional benefitsprice, quality, design. Emotional benefits – selfconfidence, satisfaction. Selfexpressive benefits – attractive, stylish, elegant Artistic exploration and uncluttered silhouettes
Product offering Pricing Brand image Value proposition
Womens couture gowns £10,000-£40,000 Reinforced brand image Functional benefitsprice, quality, design. Emotional benefits – selfrewarding. Selfexpressive benefits – none.
USP
none
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THE COMPETITIVE ENVIRONMENT Target market Brand strategy Brand positioning Product offering
Pricing Brand image Value proposition
USP
EMANUEL UNGARO PARIS Female, 25-55 y.o. Reinforce Couture and RTW lines High price – middle quality Womens RTW, womens accessories, couture labels, homewear, fragrances and bath products £150 - £2,000 Old fashion and lack of innovation Functional benefitsdesign. Emotional benefits – selfrewarding. Selfexpressive benefits – attractive, elegance
none
DIOR
CHANEL
EMILIO PUCCI
Female/Male, 2555 y.o. Brand extension
Female, 20-55 y.o.
Female, 25-55 y.o.
Brand extension
Brand extension
High price – high quality Women & men & baby fashion and accessories, fragrance & beauty, jewellery & timepieces £1,000 - £20,000 Classic and elegant mature lady Functional benefitsprice, quality, design. Emotional benefits – satisfaction, selfrewarding. Selfexpressive benefits – attractive, classical, romance
High price – high quality Womens fashion & accessories, fragrances, skincare & makeup, fine jewellery & watches £500 - £20,000 Elegant and timeless Functional benefitsprice, quality, design. Emotional benefits – satisfaction, selfrewarding. Selfexpressive benefits – attractive, classical, modern, stylish, trendy Heritage, timeless perfume chanel 5, bag 2.55
Italian luxury brand
Avant-garde and innovative styles
Womens RTW, accessories, shoes and fragrances
£155 - £5,000 Feminine and chic Functional benefitsprice, quality, design. Emotional benefits – satisfaction, selfrewarding. Selfexpressive benefits – feminine, modern and chic Stunning prints in a kaleidoscope of colours.
1ST LINE RTW
Key factors to consider: • Low brand awareness comparing to other competitors • There are no point of superiority comparing to Dior, Chanel, Emilio Pucci • Emanuel Ungaro RTW line does not have its unique selling proposition
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THE COMPETITIVE ENVIRONMENT UNGARO FUSCIA
Target market Brand strategy Brand positioning Product offering
Pricing Brand image Value proposition
USP
EMANUEL UNGARO FUXIA Female, 25-35 y.o. suspend line untill the brand awarness is increased Low price – low quality Womens RTW
£50 - £500 Augmented brand image Functional benefits- none. Emotional benefits – satisfaction, selfrewarding. Selfexpressive benefits – attractive, classical none
MARC BY MARC JACOBS
SEE BY CHLOE
DKNY
Female/Male, 20-35 y.o. Brand extension
Female, 25-40 y.o. Brand extension
Female/Male, 16-35 y.o. Brand extension, licencing and franchising
Middle price – middle quality. Womens & mens RTW, womens & mens shoes, bags & accessories, jewellery & watches, phone accessories, laptop cases, tablet cases £50 - £500 Reinforced brand image Functional benefitsprice, design. Emotional benefits – satisfaction,selfconfidence, selfrewarding. Selfexpressive benefits – attractive, trendy, younger audience
middle price – middle quality. Womens RTW, accessories, shoes & bags
Trusted lifestyle brand
£100 - £1,000 Reinforced brand image Functional benefits- price, quality, design. Emotional benefits – satisfaction, selfrewarding. Selfexpressive benefits – classical, elegant Romantic and modern style
£35 - £850 Young, trendy and modern Distinctive design and good quality in an affordable price
Marc Jacobs branding on each product
Womens and mens RTW, activewear, lingerie, accessories, shoes, fragrances, home collection
Chic urban style
Key factors to consider: • Emanuel Ungaro Fuxia line should be suspended which will be discussed more in the brand strategy part.
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THE COMPETITIVE ENVIRONMENT UNGARO HOMME Key factors to consider: • Ungaro Homme line should be suspended, which will be discussed in detail in the brand strategy part.
UNGARO Target market Brand strategy Brand positioning Product offering
Pricing Brand image Value proposition
USP
Male, 25-35 y.o. suspend line untill the brand awarness is increased middle price – middle quality. Mens RTW and sportswear, shirts, knits in North America, Europe, Middle East, Korea, China, Thailand £50 - £300 Augmented brand image Functional benefits- none. Emotional benefits – satisfaction. Self-expressive benefits – classical none
ARMANI EXCHANGE Male, 20-30 y.o.
BOSS
D&G
Male, 25-50 y.o
Male, 20-35 y.o.
Brand extension
Brand extension
Brand extension
Low price – middle quality. Mens RTW, accessories
low price – low quality. Mens RTW,accessories
Middle price- middle quality Mens RTW, shoes, accessories, bags and fragrances
£50 - £500 Reinforced brand image Functional benefits- price, design. Emotional benefits – satisfaction, selfconfidence, selfrewarding. Selfexpressive benefits – style, younger audience Simplicity by low price for young audience, jeanswear
£200 - £1000 Reinforced brand image Functional benefits- design and qulity Emotional benefits – satisfaction, selfconfidence, selfrewarding. Selfexpressive benefits – style, younger audience Classical costume for middle class
£90 - £1,800 Young, energetic and Trendy Functional benefitsprice, design. Emotional benefits – satisfaction, selfconfidence, selfrewarding. Selfexpressive benefits – style, younger audience Sexy and fashionable urban style with wearability
9
THE COMPETITIVE ENVIRONMENT
U BY UNGARO Key factors to consider: • U by Ungaro line should be suspended, which will be discussed in detail in the brand strategy part. U BY UNGARO Target market Brand strategy Brand positioning Product offering
Female/Male, 18-25 y.o. suspend line untill the brand awarness is increased low – low quality. Womens and mens RTW, bags and accessories, fragrances , cosmetics and bath products
Pricing Brand image Value proposition
£50 - £200 Augmented brand image
USP
Designer reputation
Functional benefitsnone. Emotional benefits – satisfaction. Self-expressive benefits – none
MARC BY MARC JACOBS Female, 18-25 y.o.
SEE BY CHLOE
DKNY
Female, 20-35 y.o. Brand extension
Female/Male, 16-35 y.o. Brand extension Brand extension, licencing and franchising Middle price – middle price – Trusted lifestyle middle quality. middle quality. brand Womens and mens Womens RTW, Womens and RTW, shoes, bags accessories, shoes mens RTW, & accessories & bags activewear, lingerie, accessories, shoes, fragrances, home collection £50 - £500 £35 - £1,000 £35 - £850 Reinforced brand Reinforced brand Young, trendy image image and modern Functional Functional Distinctive benefits- price, benefits- price, design and good design. Emotional classical style. quality in an benefits – Emotional affordable price satisfaction, selfbenefits – confidence. Selfsatisfaction, selfexpressive confidence, selfbenefits – trendy, rewarding. Selfyounger audience expressive benefits – modern, classical style Marc Jacobs Romantic and Chic urban style branding on each modern style product
10
BRAND ANALYSIS
Emanuel Ungaro is considered to be one of the brands that have been through many changes, especially in the present day. In order to understand and analyze the current situation of the brand, the brand audit needs to be conducted, as a comprehensive examination how “healthy� is this brand. This includes the brand inventory and brand exploratory. Then the current brand image, the brand identity, the positioning and the brand equity will be analyzed from the result of the questionnaires. After getting all the facts, the suggestions for the brand to grow and improve will be drawn at the end of this part.
11
BRAND INVENTORY 1. Brand Architecture The current Emanuel Ungaro’s brand architecture is considered to be monolithic which the master brand dominates the identity of the sub-brands. In this case, all diffusion lines are associated with the main line, Emanuel Ungaro. Each of the four sub-brands target different target audiences and different markets.
Emanuel Ungaro Coutureline
Emanuel Ungaro ready to wear line
1st
This is the main collection of apparel that consists of Haute Couture line. It offers the ultra-premium price, which targets consumers in the 40-60 old age group. It is considered to be the dog product as there are less than 60 customers per year. Therefore, the line lasts mainly for the brand image and for promoting the brand through the press.
This sub-brand is for lower market segment, available only in Paris. The people who aspire to wear Ungaro couture but cannot afford it and finally need to buy in the 1st ready to wear which is more affordable. With that reason, most of the source of income is generated through this line. This line has licensing products of accessories, fragrances,
U by Ungaro
Ungaro fuchsia and Ungaro Homme
This is the lowest range of Ungaro, created specially for Asian market. It targets both male and female young adults, age between 18 to 30 years old. U by Ungaro also offers licensing products: fragrance, cosmetic jewellery and watch.
Fuchsia is one of the Ungaro diffusion line, targeted specially at the young women from 25-35 years old. This brand provides contemporary designs at affordable price. Homme is the diffusion line for men and appears in the same characteristic as Fuchsia line, with the difference of offering sport wear. These diffusion lines are considered to be the question mark products because they do not gain much sales in the fast growing market of fashion. The diffusion line is available globally.
12
BRAND INVENTORY 2. Brand Element LOGO
This is the first logo of the brand. It reflected the handwritting signature of the founder, Emanuel Ungaro
In 1990, the brand developed the logo by using upper-case typography. The first name was stressed by appearing in the bigger font size.
After 2000, the logo has been changed and this the logo for haute couture line. The typography was changed to be classic and lower-case with the stress of both first name and surename.
The ready to wear logo is almost the same as the Haute Couture line, except for the word “Paris”. The city, placed on the logo, reflects the country of origin, heritage of the brand.
The above is the logo for the diffusion line. The word “Fuchsia” is in pink while the brand name is designed to be translucent.
The above is the logo for the men line with a black square box as a background. The font colour is pink. The word “Homme” below indicates the product line of the logo.
U by Ungaro logo represents the contemporary ready to wear line. It is the only logo which has a symbol, which combines of corporate name and non-word mark logo.
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BRAND INVENTORY 2. Brand Element TAGLOGO
The photos below showed the evolution of the brand’s tag logos.
1960s
1970s
1980s
SYMBOL Symbol The U symbol has been used in the past until the present day and often appeared in the accessories in 1970s. Black is applied in the main line and pink for the diffusion line.
The U Symbol
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BRAND INVENTORY 3. Marketing and Communication Campaign Main Designer
Era 1 1960-1970 Golden Era Emanuel Ungaro
Era2 1980-1990 Golden Era Emanuel Ungaro
Era3 1990-2000 Unstable Emanuel Ungaro
Advertisi ng
!
(Kirsten Owen, 2002)!
!
Remarks Brand Image Press
!
Jane Birkin as brand ambassador Seductive and Playful •
•
!
Era4 2000-2012 Crisis Emanuel Ungaro until 2004 Giambottista Vallie Peter Dundas Estebaan Cortazar Estella Archs with Lindsay Lohan Giles Deacon
«Most Influencial Fashion Designer» Fashion Television, 1987 «Brilliant» (Salvatore Ruggiern, 1987)
Irene Pfieffer as the main embassador Seductive and Playful
!
!
• «Extraordinary. » (The Times, 1990) • «Truly Heritage» (The times, 1990)
Random Model Elegant «A Master of Texture and Prints” (Fashion Windows.com, 2000)
!
!
(Skye Stracke, Aminata Niaria. 2009) The star endorsement, and the models are continuously changing in short periods Sexy and Modern • «Controversy» (Vogue UK, 2002) • «Disappointed» (Vogue, 2009) • «Lindsay Lohan is disaster» (Independent, 2009) • «Truly in crisis» (Wall Street Journal, 2010) • «The fall of the house of Ungaro» (New York Times, 2010 ). • «Unstable», (Womenʼs Wear Daily, 2010)
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16
BRAND INVENTORY Website
Catwalk
The website of the brand provides both French and English version which includes the topics of Ungaro TV, current collection, perfume and press preview. The design is simply white. The website gives wrong information about store location, since most of the shops on the site have been closed.
The pictures below illustrate the example of the catwalk during the 90s and the present day. It is clearly seen that in the past the look and feel in the catwalk was more playful and appealing. On the other hand, the present catwalk is simple.
Distribution Policy Most of the product lines are licensing products, except the Haute Couture line and 1st line ready to wear. Ungaro has only a few flagship store, only in Paris as a workshop, Russia as a corner in department store, the US, Middle East and Asia.
Packaging These are one of the packaging, which appeared in plain black bag and box for the clothing lines and in differentmix between plain and colorful packaging for perfume.
4. Points of Parity and Points of Differences
Points of Parity
1. Quality 2. Craftsmanship for Haute Couture 3. Product Selection; Haute Couture, Ready-to-Wear, Diffusion line, Men, Accessories and Cosmetics.
Points of Differences
N/A
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BRAND INVENTORY Key factors to consider:
1. Uncontrolled Distribution Channels No Clear Store Locators
Negative Image
Unable to Differentiate
Confused Identity
2. Misinterpreted brand architecture Ungaro brand architecture can be easily misinterpreted. Even though the brand is monolithic, the clear differences between Emauel Ungaro Ready-To-Wear and Emanuel Ungaro Fuscia are hardly noticed.
4. No points of differentiation Comparing to other luxury fashion brands, Ungaro is still behind in terms of differentiation. The brand fails to present in unique way that is prominent to customers. In the past, the brand had the distinct points, which was the mix of patterns and its creative style but now those points are disappeared.
3. No relationship with customers Currently Ungaro does not have the relationship with customers in both offline and online due to the fact that the boutique is rare and no online activity.
5. High turn over of main designers
. By changing the designers often, the real Ungaro’s touch is disappeared and the collection style is lack of consistency. The products are designed according to the current designers, not the brand signature. Core Identity needs to be consistency as the brand travels to other product categories. The other product lines of Ungaro does not have the brand’ essence.
18
BRAND EXPLORATORY The brand exploratory concentrates on uncovering consumer perceptions of Emanuel Ungago, which can be done through the primary market research. 100 questionnaires had been distributed to different nationalities of consumers around London. As a result, the participants consist of 78 female and 22 male, which can be divided into five age groups; 20-24 years old, 25-30 years old, 31-40 years old, 41-50 years and older than 50 years old. There are 15 questions in total which are constructed into four parts; personal data, 6 questions on the perception of the luxury fashion industry as a whole, 9 questions on the knowledge about Emanuel Ungaro brand and suggestion. The result of the questionnaire can be used as the analysis of brand image, brand identity and brand equity. The detail on each question will be specified in each topic.
•
Brand Image
There are two questions regarding brand image of Emanuel Ungaro brand. First, the respondents were asked whether they perceive the brand positively or negatively. 24 out of 32 respondents who aware of the brand have negative perception. 17 out of 22 respondents answered because of its old-fashioned. 3 out of 22 respondents answered because the brand has no direction in the future. 4 out of 22 said because of Lindsay Lohan. However, they are also group of people who perceive Ungaro positively. 8 out of 32 respondents respect the original style of the brand and see the brand as vintage respected brand. Second question is related to the perception of the brand’s logos. The respondents were asked to choose the associations that they had towards the different four logos of different lines of the brand. Start with the ready-to-wear logo, the majority of the respondents, which is 32 out of 100 respondents think that it is classic. For Ungaro Fuchsia or the diffusion line’s logo, simplicity is the highest perception as it gains most votes of 17 out of 100 respondents. One of the respondents gave comment that it is unappealing and the word Ungaro should be reinforced rather than the word Fuscia in order to make the customers remember the brand well. This is similar to Ungaro homme’s logo, which simplicity gains the highest rank of 18 out of 100 respondents. Five respondents suggested that it was the wrong choice combining pink font color with black background. There is a contradiction in the perception of U by Ungaro logo. 36 out of 100 respondents said the logo is modern. That group of people is composed of 4, 20 and 3 respondents from the aged between 35 and 40 years old, 41 and 50 years old and 51 or older, respectively. In contrast, 26 out of 26 respondents who perceive the logo to be boring are young adults, aged between 20 and 30 years old. Therefore, it can be summarized that this logo is lack of a good and consistent design when two different groups of consumers perceived the brand in a totally different angle visually.
19
“35 out of 100 respondents chose Chanel as their favorite brand, only 1 respondent chose Ungaro.�
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BRAND EXPLORATORY • Brand Identity The result of the primary research leads to analyze the personality of the brand. 1972 advertisement and 2011 advertisement were placed for the respondents to choose one out of five personality factors from David Aaker’s brand personality scale, which are sincerity, excitement, competence, sophistication and ruggedness. The result showed that for the 1972 advertisement, sincerity gained the highest rank of 34 out of 100 respondents while excitement gained the highest rank for the 2011 advertisements with 37 out of 100 respondents. • Brand Equity There are two brand equity elements that can be measured from the result of the primary research which are brand awareness, which can be analyzed from the level of brand recognition and brand recall, and brand loyalty. - Brand Awareness For the brand recognition, 81 out of 100 respondents were not familiar with the logo U. 50 out of 100 respondents associated the letter U with Ugg brand while only 17 respondents came up with Ungaro brand. 65 out of 100 respondents were not aware of the brand. However, 12 out of 15 Chinese respondents knew about the brand. 5 of them are students and the rests are housewife. In contrast, only 1 out of 20 respondents who are working the luxury fashion industry aware the brand’s presence.
This is similar to the level of recall. 35 out of 100 respondents chose Chanel as their favorite brand, only 1 respondent chose Ungaro. 59 out of 100 the respondents were able match the Chanel dress with the brand correctly. In contrast, only 9 out of 100 were able to match Ungaro’s.
“4 of them noted that they bought the brand since 90s and they bought because of the past design of Mr. Emanuel Ungaro himself.” This proves that Ungaro has a mid level of recognition in the present day. This is similar to the brand recall. The result of the questionnaires proves that the brand have a poor performance. This is because only 1 out of 100 respondents preferred to buy the brand. When the customers know about the brand but the brand does not come to mind when purchasing, it proves that the brand have a poor performance, which in this case it nearly reaches the graveyard point. High
Graveyard Point
Recognition Emanuel Ungaro
Low
Recall
High
- Brand Loyalty According to the result of the questionnaire, customers who bought Emanuel Ungar accounted for 6 out of 32 respondents who aware of the brand. 5 of them are at the age between 41 and 50 years old and another person is in the group of older than 51 years old. Therefore, the loyal customer of Ungaro is low. 4 of them noted that they bought the brand since 90s and they bought because of the past design of Mr. Emanuel Ungaro himself. The other two people are the switcher type of consumer as they bought into the brand because of the current style, not because of the brand.
“50 out of 100 respondents associated the letter U with Ugg brand while only 17 respondents came up” with Ungaro brand.
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BRAND EXPLORATORY Key factors to consider:
1.
Respondents perceived the brand in negative image more than positive image.
4.
2.
The customers aged from 41 to 50 years old are the former loyaty users and current customer.
Chinese market can be the potential market to grow in the future.
3.
The level of recall needs to be heavily focused on
5.
The perceived personality of the brand is not coherent with what the brand wants to be perceived.
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PART 2
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STRATEGIC PLAN
Resources and Capabilities
Long Term Objectives (2012-2016)
- Tangible 1. Retail stores in the main fashion capitals: Tokyo, London, Paris, Moscow and Milano. 2. 2 Ungaro vintage shops based in Tokyo in London, which will sell only vintage clothes. 3. Full control of distribution channels and suspend licensing agreements, until brand awareness is increased. All accessories, bags and shoes should be sold exclusively in-store. 4. Headquarters based in Paris, where the management of the company is made. 5. Company-Owned Manufacture 6. Financial Resources, which refers to money
Signature of the brand will be floral design and mixed prints. The company focuses on high quality, craftsmanship combined with innovation and technology.
Resources
- Intangible 1. Emanuel Ungaro Haute couture and ready to wear lines as well as Ungaro vintage diffusion line. 2. Copyrights 3. The heritage 4.Strong relationship
Capabilities
High quality and craftsmanship, as well as mix of patterns and floral designs, coherently used throughout all collections. It is very important for brand to have a very strong company culture, with employees being committed to the brand, understanding the brand essence and being a part of the company.
Purpose of the Business
Vision
Ungaro is to become a luxury womenswear brand, providing Haute couture and ready-to-wear items
Mission
Ungaro enables women, aged between 35 and 50 years old, who have a high level of disposable income worldwide to become a part of luxurious Ungaro lifestyle. Ungaro provides an excellent quality and exceptional service made just for women.
Objectives 2012: Major issue is to suspend all diffusion lines (Ungaro Homme,U by Ungaro and Ungaro Fuchsia), to focus only on womens apparel and haute couture 2013: Opening stores in major cities: London, Paris, New York, Milano and Moscow for ready-to-wear and haute couture lines sold in one shop. New designer hired has to bring old patterns and shapes, which Ungaro is famous for, especially floral designs and mix of colours and patterns. 2014: Increasing brand awareness 2015: Opening 2 vintage stores in Tokyo and London,
STRATEGIC PLAN
Strategy
The brand is to be defined by its core values: quality, craftsmanship, price and innovation for customers to understand the essence: • Elegant Frenchness • Authentic outerwear heritage • Historic icons: floral design and exquisite craftsmanship • Democratic luxury positioning • Innovation and intuition
Short Term Objectives (2012-2014)
2012: Priority 1: Suspending all diffusion lines, maintaining a ready-to-wear and haute couture lines. 2013: Priority 2: Opening shops in major cities: London, Paris, New York, Milano and Moscow for ready-to-wear and haute couture located in one shop. Stores are to be situated in the most prestige places and be very exclusive, carrying one and the same image. Moreover, opening 2 retail outlets of Ungaro vintage line, in Tokyo and London. New designer hired has to renew brand image. 2014: Priority 3: Take full control of licensing and distribution and sell perfumes, eyewear and accessories only in the stores. Increase brand awareness. All this has to be done to achieve the main goal: • To increase brand awareness • To gain loyal customers back. • To bring life into old patterns, shapes and design with new technologies and style. • To focus on exclusive customer service, quality and design.
BUSINESS STRATEGY
The new business strategy proposes for Emanuel Ungaro brand adopts the grand level strategy of growth through concentration, which is concentrating on fashion business in terms of clothing and accessories. Brand
Objectives - To adopt the grand level strategy to help the company to grow - To concentrate on the existing customers by making the brand more reachable and introduce a new product line - To increase sale
Product
Region
Emanuel Ungaro Haute Coutue
•
Womenʼs Dresses
40-60 Years Old Elite Class Women
•
Europe (Paris)
Emanuel Ungaro RTW
•
Seasonal Womenʼs Clothing - Spring Summer Collection and Autumn Winter Collection each year) Permanently sold Iconic Product Floral clutch bag, Floral earrings and Floral scarves Seasonal Accessories – Shoes and Bags Entry Products – Classic Perfume and Accessories, including small jewelry goods and sunglass
35-55 Years Old Upper Class Women
•
Europe - Paris, London, Milan and Moscow America - New York) Asia - Tokyo and Beijing)
Remade Iconic Dresses
25-55 Years Old Upper-Middle Class Women
•
Strategic Growth Options •
Product development
Product development is the modifying current product or develops the new one for the current market. The table shows the product offerings for each line for each target market.
•
Ungaro Vintage
Target Market
•
• •
• •
Europe - London Asia - Tokyo
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BUSINESS STRATEGY
Market Penetration Market penetration is the focusing heavily on the current market with the current product lines. This can be done by the following.
Fully control the distribution channels by shutting down the licensed stores It is had for the customers to reach the brand, as the distribution channels are completely unorganized. Therefore, the distribution channel needs to be fully operated by the company, giving strengths in the channel diversification through retail and digital commerce. For retail, all of the licensed stores will be shut down. Instead, the flagship stores which includes the ready-towear line and the entry products will be opened throughout the heart of the main cities in the focused market of Europe, Asia and America. For European market, the stores will be located in Avenue Montaigne and in Gallerie Lafayette in Paris, Bond Street and in Harrods department store in London, Via Sant’Andrea in Milan and Tretyakovsky proezd in Russia. For American market, the store will be located in 5th Avenue, New York. For Asian Market, the company will operate the stores in influential trend cities of Beijing and Tokyo in Zhongguancun Street and Ginza respectively. The Couture line will only available in the flagship store in Paris even though the target groups are Europe, America and Asia, in order to preserve the exclusivity and heritage of the brand. In order to adapt into technology, innovation and changes, the digital commerce will be operated to serve the global customers in the future plan.
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BRAND STRATEGY
BRAND STRATEGY Target Consumer Segments
The target consumers of Emanuel Ungaro brand will be different according to each the product line and the pricing strategy of the brand, which are ultra-premium for haute couture and premium for RTW and Ungaro Vintage. Emanuel Ungaro Couture Age Group Gender Region Social Class 40-60
Female
Europe, North America and Asia
Top class of society
As a French couture house with rich heritage, it is a great opportunity for Emanuel Ungaro to re-launch the haute couture line in order to increase brand awareness and turn it into lifetime loyalty.
Emanuel Ungaro Ready-to-wear Age Group Gender 35-55
Female
Region Europe (Paris, London, Milan and Moscow) US (New York) Asia (Tokyo and Beijing)
Social Class Upper class
The primary target audience of ready to wear line is female in a wide age rage from 35 to 55. They are upper class in the major cities of Europe, United States and Asia with high-level income and contemporary lifestyle. With the progress of emerging luxury market, the target market has extended from western countries into Asia.
Ungaro Vintage Age Group Primary Target 35-50
Gender
Female
Region
London, Tokyo
Social Class
Upper middle class
Secondary Target 25-35
Vintage line will target people who love old design in London and Tokyo, two of the largest fashion capitals in the world with the most vintage enthusiasts. The target audience can be divided into two groups. The primary target is the elder group from 36 to 50 years old who are familiar with Ungaro’s trademark design. Also, secondary group is younger group, age from 25 to 35 who prefer vintage style but have lower awareness of the brand. However, they are all uppermiddle-class who can afford good design and quality.
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BRAND STRATEGY
Brand Concept Seductive, Playful and Elegent
Brand Philosophy With more than 45 years of experience in fashion, Emanuel Ungaro has captured the public who concern for quality and seek for originality. The mixing of prints, especially flowers and the bright colour, are the brand’s essence that has been passed from the founder to designers. With a sense of femininity, the brand ensures that Ungaro women will be seductive and elegant, as well as be confident in their body. Quality-conscious, innovative and customer-oriented are the three main keys that Ungaro builds in the working culture coherently with maintaining the brand essence. With an excellent service and a pleasant store experience, Emanuel Ungaro will become the top brand in every woman’s mind.
Brand Essence
Seductive Parisian
Core Brand Identity Quality
Innovation
Country of Origin
Craftmanship Close Controlled Manufacture
Always Fresh
France
Distinct Design
Heritage
Organization Association
Combination among patterns
Iconic Fashion Desinger
Customer-Oriented Wholeheartedly Commited Employees
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BRAND STRATEGY • Extended Brand Identity Emanuel Ungaro Couture Line
Emanuel Ungaro RTW Line
Ungaro Vintage
Product Scope
Dresses and Accessories
Dresses, Accessories, Iconic Products and Entry Products
Dresses and Accessories
Local/Global
Only in Paris
Europe; Paris, Milan, London and Moscow
London and Tokyo
America; New York Asia; Beijing and Tokyo Personality
Seductive, sophisticated and feminine
Seductive and provocative, yet humorous, fun, and lively with the strong sense of feminine
Genuine, seductive and self-confidence
Symbol
-
Flower, see visual requirement page
-
Value Proposition
Reason To Believe
Ungaro Haute Couture Functional benefit: high quality dresses Emotional benefit: the feeling of self-esteem, high-class and classical
“Giving self-confidence and seductiveness in unique print and quality.”
Ungaro RTW Self-expressive benefits: Allowing a self-esteem to be shown through the clothes while giving a trendy, fashionable and sexy feel
“Mixed Flower Print”
Ungaro Vintage Emotional benefit: The feeling of being stylish and trendy since vintage clothes are very popular in modern society nowadays
Brand Association Brand Relationship
“The advisor and friend who guide you how to be elegant and seductive at the same time”
Range of Authority
Points of Differences “Distinctive style with the heavy use of unique mixed patterns”
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BRAND STRATEGY Brand Architecture Ungaro brand architecture is a monolithic brand, constructed of one corporate brand, which is Emanuel Ungaro and three sub-brands, including Emanuel Ungaro Couture, Emanuel Ungaro RTW and Ungaro vintage. Each of the three sub-brands targets different audiences, yet they carry the same brand essence and core identity of the cooperate brand Emanuel Ungaro couture: The couture represents the signature Emanuel Ungaro and it is the face of the brand. The tailormade and the craftsmanship reflect the exceptional design and quality. The collections of the couture consist of mostly of evening gowns. The price is ultra-premium. The customers are 40-60 years old, including celebrities, billionaires and royal.
Emanuel Ungaro Ready to Wear: This is the main collection of the brand. The brand attracts people who love the couture style of the brand and prefer to buy dresses to wear in everyday’s life. Even though the price is premium pricing, the quality of the product is still priority. The collection includes the iconic products that are permanently sold with a limited stock in each period of time as well as the entry product for the people who have limited budget but dream to possess Ungaro as a brand. The customers are 35 to 50 years old
Ungaro Vintage: This is the line that brings the customers the total essence of Emanuel Ungaro, lot of prints mixing flower prints and bright colors. It is for a person with love the old design. Therefore, the company will remade the iconic product and sells them in this store. The price is medium price so that it can attract the younger customers. Therefore the customers can be divided into two groups; former customers aged between 35 and 50 Years old and younger customers, aged a group from 25 to 35 years old.
Emanuel Ungaro
Emanuel Ungaro couture
Target Audiences: 40-60 y.o elite women, including celebrities, billionaires and royal. Region: European
Emanuel Ungaro paris
Target Audiences: 35-50 y.o. upper class women, Region: European, America and Asia
Target Audiences: 1. 35-50 y.o. former customers 2. 2535 y.o. younger consumers, who like the style of the brand and dream to buy the RTW line in the future. Region: European(London) and Asia (Tokyo)
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POSITIONING STRATEGY
- To know where the brand stands when compare to the competitors - To create a point of differentiation
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POSITIONING STRATEGY
Positioning Map for Haute Couture
High Innovative Design
Brand Quality
Emanuel Ungaro couture
Brand
Quality
Low Innovative Design
High Innovative Design
Emanuel Ungaro paris
Brand Quality
Positioning Map for RTW
Brand Quality
Low Innovative Design
Positioning Map for Ungaro Vintage
High Innovative Design
Brand Quality
Brand Quality
Low Innovative Design
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POSITIONING STRATEGY Brand Visual Requirements Logo
Currently, Ungaro fails to communicate the brand visually. This is because the logo is inconsistent and old-fashioned. Therefore, it is necessary for the brand to have coherent typography, remarkable symbol and consistent color. The typography is changed to handwritten which reflects the founder’s signature, luxurious and femininity at the same time. The use of lowercase represents young personality, which is friendly to the audiences.
Couture Line
Emanuel Ungaro couture
RTW Line
Vintage Line
Emanuel Ungaro paris
For the RTW line, a rose that is used as a symbol conveys the brand essence, which is seductive. The symbol will increase the level of recognition of the brand as well as attract younger audiences than the couture line. It is crucial to include the word Paris as it portrays the country of origin and heritage of the brand.
The logo for ‘Ungaro Vintage’, is designed by using the same typography and symbol with the different composition. The word vintage is placed below the brand name in order to differentiate the line. By rotating both words into sloping, it reflects the retro style.
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POSITIONING STRATEGY Packaging
Hard Case Swingtag with woven logo
Hard Case Bag with Silk Ribbon
Wrapping Paper
Silk Ribbon
Eman
uel U nga cout u
ro
re
Emanuel Ungaro couture
Hanger Covered by Silk Emanuel Ungaro couture
34B
Hard Case Box with Silk Ribbon
o
ngar
ltU ue ure cou
Eman
D1148
Exclusive Fabric Please Handle With Care
Made in France
Silk Tag
garo
Ue n tur nuc el ou
Ema
Emanuel Ungaro paris
Couture Line
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POSITIONING STRATEGY
RTW Line
Wrapping Paper Soft Case Swingtag with glossy logo
Hard Case Bag Satin Ribbon
Emanuel Ungaro paris
Emanuel Ungaro paris
34B
D1148
Exclusive Fabric Please Handle With Care
Made in France
Hard Case Box with Satin Ribbon
Woven Tag
Aluminium Hanger
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POSITIONING STRATEGY
Soft Case Swingtag with glossy logo Soft Case Bag
34B
D1148
Exclusive Fabric Please Handle With Care
Made in France
Aluminium Hanger
Woven Tag
Vintage Line
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POSITIONING STRATEGY Website
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POSITIONING STRATEGY Website
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POSITIONING STRATEGY Store Design
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POSITIONING STRATEGY
Brand Operational Requirements
To fully deliver the brand’s promise, which are the excellent quality and distinct design with superior customer relationship and innovation, there are two processes that need to be strictly controlled: the quality and the customer touch points. Quality
Customer Touch Points
-Set the quality control department and standard guidelines for the employees to follow
The customer touch points are completely crucial for Ungaro because it initiates the brand positive or negative experience, which leads the customers to become brand loyalty or switchers in the future. It is also where brand deliver its promise tangibly.
-The haute couture dresses and iconic products will be made by craftsmanship in order to mark the exclusivity. -For the ready-to-wear line, the clothing will be an inhouse manufacturer. In other words, it will only be made in Paris to help the company control the quality process easier and help the brand bears its heritage mark. -After the clothing has been made, the quality control department will check and revise before the products will be delivered to the stores.
For Ungaro, there are four customer touch points to be considered; flagship stores, website, customer service, print material.
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POSITIONING STRATEGY
1.Flagship Store
This refers to the component of consistent store desigand sale assistance amongst the brand’s flagship store.
Store design
Sale Assistance
Entering into another world With the smell of fragrance, showing femininity will be noticeable at the moment the customers walk in, which draw the customers to experience another world. Innovation As innovation is one the core identity, there will be technological goods to impress the customers along the way to the purchasing point.
• Well- trained about the company profile with the wholehearted commitment to the brand.
The customers’ cards The former customers will be given the customer card that inscribe basic information of each customer such as the history of purchased, the preferred style, the size or any complaint. By doing so, the sale persons will be able to develop better understanding of the future customers’ needs. The customers can scan their card at the moment they walk into the store as well as at the purchased point, the customers data will be recorded in the card.
• Act as an advisor and a friend who respect the customers by not pushing sell but rather help and guide what is the best for them. • Not stalk the customers through every step but will keep eyes on them, to see when the advice is needed. • Set a service mind as priority along with having the femininity and a touch of seductive look.
Touchscreen merchandise The sale assistance will scan the barcode in the touchscreen ipad-size LCD to access into the merchandise fast and easy. Magic Mirror After getting the size and style, the fitting room offers the magic mirror where it is three-second delay so that customers can see themselves in the dresses. Exclusive Club The flagship store in Paris will be the only store that has two-story where the couture line is available in the 2nd floor with the exclusive ‘club’ section.
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POSITIONING STRATEGY
2.Website
Website is another touch point where the brand communicates to the customers. The in-dept renovation of the website will be discussed in the part three of the report. Digital Commerce The order will be sent to the headquarter where it operates the shipping. However, the customers can order the dresses and collect at the stores. This will prevent the cancellation and shipment failure. Connect with the brand There will be the live chat with style advisor to give advice to customers as well as free call and email for customers who face any problems or wish to complaint.
3.Customer Service
The reception in the headquarter as well as in the customer service department in each flagship stores will ensure that the customers will be treated as equal and as polite way as possible. The company will set standard for the employees to talk to the customers in the same direction.
4.Print Material
Monthly magazine The headquarter in Paris will design the theme, content, layout and graphics. However, the content will be translated into certain languages where the stores are located. Then each flagship stores will distribute the magazine to customers. Personalized card Sending the loyalty customers in their special occasions such as birthday to guarantee their exclusivity.
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PART 3
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BRAND IDENTITY COMMUNICATION
Communication Objectives: • To raise brand awareness worldwide • To increase and maintain loyal customers. This can be made successful by following the communications strategy below:
a. Attention
Attention will be by seductive and elegant advertising campaigns in magazines, which will be focused on flowers as the main symbol of the brand as well as femininity.
b. Interest
The interest to the advertising campaigns will be generated by using high-end models and brand ambassadors in the brand. Strong connection to the heritage and its country of origin will be shown.
c. Desire
The advertisements and media strategy will generate desire by using the flattering shapes and colors, mixed patterns and floral design, along with the excellent quality recast the Ungaro brand in the form of an aspirational product, which all consumers desire to have.
d. Action
This can be done by ensuring that Ungaro clothes are available within all Ungaro outlets while all of the clothes are all consistent in terms of design.
The Value Proposition
“Seductiveness and Self-confidence”
Marketing Communication Strategy Starting by creating a buzz through viral marketing of fashion film and celebrity seeding via Instragram. Then the brand will be exposed to the wider public by the advertisements. The positive image of the brand can be restored through the opinion leaders, therefore press preview, editorial, fashion show and product placement. The exclusive and prestige activities will be generated amongst the loyalty customers. The brand will be sponsor on the events, as well as having exhibition that relate to the brand’s personality and the customers. All in all, these activities are the one year plan.
Target Audiences
- First group; former customers along with consumers, age between 35-55 years old. They have negative perception towards the brand. Therefore, communication strategy will help shaping the image of the brand to be positive. - Second group; new consumers, age between 25-55 years old. Communication strategy will increase the brand recognition, along with create the dream to become a part of the brand. selling Ungaro vintage line.
Support 1. The use of floral print as trademark of the brand 2. The new brand ambassadors will be represented in accordance with each region that perfectly reflect the personality of the brand, including Charlotte Gainsbourg for European market, Julia Roberts for American market and Wang Fei for Asian Market. All of them are successful and fashion icon that can truly present the essence of the brand. 3. The exclusivity that the brand offers through the communication strategy will ensure that the customers will be privilege and have a pleasant brand experience.
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ADVERTISING 49
Concept:
Sweet Escape
Story:
Creating a hyper-reality of woman who wears Ungaro’s dress expresses her self-confidence and seductiveness through the infinite fields of flower. Infinite refers to freedom and flower refers to femininity.
Target Audiences: 25-55 years old upper-class women
Distribution: Magazine Vogue - Vogue UK - Vogue Paris - Vogue Italia - Vogue Russia - Vogue USA - Vogue China - Vogue Japan
Reader Profile Vogueʼs readers profile can be divided into groups; the aspirers and the professional female. For the aspirers, this segments aged 20-25 years old, is still at the university but they are affectionate fashion followers and trendy. They dream to own the luxury fashion products when they grow-up. Another group is the readers aged 25-45 who belongs higher end of the scale of the society with high income and tertiary education. They are fashion-savvy with a luxurious lifestyle and fond of using luxury brand name.
Harper s Bazaar - Harper s Bazaar UK - Harper s Bazaar Russia - Harper s Bazaar USA - Harper s Bazaar China - Harper s Bazaar Japan
Harperʼs Bazaar readers are affluent and educated women aged 30-55 years old. They not only share a love of luxury fashion, but also gossip and feminine lifestyle.
Elle
Elleʼs readers are women, age between 30-60 years old. They are interested not only interested in the latest trends in fashion and beauty but also in lifestyle and relationships as well.
- Elle UK - Elle Paris - Elle Italia - Elle Russia - Elle USA - Elle China - Elle Japan Flair - Italia
Circulation 220,000 133,490 145,000 150,000 1,264,034 650,000 225,000
118,740 120,000 714,249 743,062 140,000
197,136 382,875 140,000 220,000 1,145,464 920,160 102,500
Flairʼs readers are Italian wealthy women; age 25-40 years old who are interested in fashion and beauty with an creativity visual elements.
147,896
Numero - France
Numero s readers are avant-garde French women, age between 20 and 30 years old. They are interested in the contemporary culture of art in terms of fashion, beauty, music and design.
80,000
Crash - France
Crash magazine's readers are French women, aged between 20 and 45 years old. They share interests in upcoming trends, luxurious style, culture and innovative ideas.
80,000
!
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PUBLIC RELATIONS
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PUBLIC RELATIONS Pre-Collection Event A pre-collection event is hold especially for the press and fashion opinion leaders such as bloggers, including a small fashion show and dinner. Press pack, key looks and souvenirs are given out. This event will ensure that the press and the bloggers will write back about Ungaro’s forthcoming collection positively and energetically. When: Two week before fashion show Where: Flagship stores in London, Paris, Milan, Moscow, New York, Beijing and Tokyo Target Audiences: Press and Bloggers Region: Europe, American and Asia
Editorial The press release of the updates and events will be sent to the press. Additionally, the brand will purpose the story of the brand’s ambassador, Charlotte Gainsbourgh, called ‘me, my life and my style’, along with the story of the founder that related to the ‘master’ of fashion, Balenciaga. This will stir up the emotional attachment in terms of heritage amongst the consumers. Target Audiences: 35-55 years old upper-class women Region: Europe, American and Asia
Magazine Ungaro Magazine is a free monthly basis fashion magazine, distributed in the stores. The magazine includes the message from the designers, the updated in fashion industry, the photo shoot, the interview from interested people, arts and events. Target Audiences: 35-55 years old upper-class women Region: Europe, American and Asia
Product Placement The brand will send out the haute couture to the brand ambassadors geographically and the iconic bags to the bloggers for them to appear in the prominent events such as the Oscars and their blogs respectively. Target Audiences: 35-55 years old upper-class women Region: Europe, American and Asia
Event -
Fashion Show
When: Two times a year, one for spring/summer and another for autumn/winter collection Where: London Fashion Week, Paris Fashion Week, Milan Fashion Week, New York Fashion Week, Beijing Fashion Week and Japan Fashion Week. Target Audiences: Press, Bloggers and 35-55 years old upper-class women
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PUBLIC RELATIONS
‘The Art of Seduction’ This is a photo exhibition, collaborated with Nick Knight, the renowned artistic photographer. It portrayed the 50 different portraits of the iconic fabric transformed into seductive flowers in women’s shape.
Where: Famous department stores, including Harrods in London, Galeries Lafayette in Paris, La Rinascente in Milan, Tsum in Russia, Saks Fifth Avenue in New York, World Mall in Beijing and Wako in Tokyo. When: Starting at Harrods in London in April. Target Audiences: 35-55 years old upper-class women
Champaign Bar In order to create the relationship with customers, the small events will be held occasionally in the stores. During the first year, one section of the store will be turned into the Champaign bar where the invited loyalty customers hang out. When: During the first weekend of every two months, starting on the Where: Emanuel Ungaro Flagship store Target Audiences: 35-55 years old upper-class women Region: Europe, American and Asia
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SPONSORSHIP
Bal des Fleurs
Victoria and Albert Museum
It is the ultra-exclusive and elegant Russian ball in the flower theme, which is held annually in Monaco since 2003. This event bears the brand’s symbol of flower and target the emerging Russian market.
Emanuel Ungaro will sponsor any upcoming exhibition at Victoria and Albert that is reflected lifestyle of Ungaro’s customers, including the young artist sewing workshop and the exhibition called, ‘the cult of beauty’, which is the aesthetic movement between 1860 to 1900.
When: August Where: Monaco Target Audiences: 40-55 years old elite-class Russian and French women Region: Europe
Target Audiences: 25-55 years old middle-upper class women Region: Europe
Ungaro’s Graduate Foundation The brand will spot and fund the talented fashion students at the world’s prestige fashion school Ecole De La Chambre Syndicale in Paris, who can potentially work and grow in the fashion industry, especially with the brand. When: September Target Audiences: 20-25 years old Region: Europe
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SPONSORSHIP
‘FRIEZE ART FAIR’, WALL PAINTING FEATURING 10 ARTISTS Emanuel Ungaro will sponsor any upcoming Frieze Art Fair, the art magazine, targeting younger audiences with cool lifestyle. In the art fair, Emanuel Ungaro brand will open a section in the park and set up a 100 cm wall, allowing various 10 artists to paint in the brand’s theme of floral and seductive. Target Audiences: 25-55 years old middle-upper class women Region: Europe
DESIGNING 007 - Fifty Years of Bond Style Designing 007 will transform the Barbican, taking the audience on a journey - a ‘making of’ and presentation of Bond style over 50 years. On display too will be lavish screen finery by Hollywood costume designers and major fashion names including Giorgio Armani, Miuccia Prada, Oscar de la Renta, Anthony Sinclair, Philip Treacy, Emanuel
Ungaro and Donatella.
Target Audiences: 25-55 years old middle-upper class women Region: Europe
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SPONSORSHIP
CHELSEA FLOWER SHOW Emanuel Ungaro will sponsor Chealsea Flower Show, which shares the target audiences of upper class women and the essence of the brand, floral. Emanuel Ungaro will also feature the show by setting up a corner of afternoon tea, along with jazz music and the fashion show of models dressed in the real flowers. Target Audiences: 25-55 years old middle-upper class women Region: Europe
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ONLINE MARKETING
Content
New design
Interactive
- The current collection - Achieves - History of the brand - The press - News and Updates
- Functionality: fast-loading, consistent layout of femininity and floral print and high resolution screen of 1021x768 pixels - Simplicity: a clear organization, attractive design and easy navigation. - Familiarity: hybrid personalization through member-recorded information - Consistent layout: feminist with floral print.
- Online style advisor - Ungaro blog - Social Media; Facebook, Twitter and Instragram application
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VIRAL MARKETING
Celebrity Seeding via Instagram Instagram is the popular photo sharing on mobile phone. The selected celebrities and bloggers will take the photo of themselves visiting the store or wearing the brand’s iconic bag then post it out from their account. These people are the successful icons that share the same personality with the brand as well as the brand’s consumers look up to them respectively. This will influence the public to search more about the brand. Celebrities; Brand Ambassadors, including Charlotte Gainsbourg, Julia Roberts and Wang Fei. Blogger and Muse; Susie Lau and Alexa Chung Target Audiences: 25-55 years old upper-class women Region: Europe, American and Asia
Fashion Film
Emanuel Ungaro needs to surprise the consumers in order to become booming again. Therefore, with the innovative technique of ‘stopmotion’ will help attract the consumers more. The fashion film will engage the consumers with flowers, femininity, seductiveness and heritage of the brand. Target Audiences: 25-55 years old upper-class women Region: Europe, American and Asia
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MEDIA PLAN
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Advertisings Viral Marketing: • Celebrity seeding • Fashion Film Events: • Fashion show •
Photo Exhibition
•
Champaign Bar
PR: • Editorial •
Press Preview
•
Magazine
•
Product Placement
Sponsorship: • Bal des Fleurs •
V&A Exhibition
Ungaro's Graduate Foundation Online: (Website and Social Network)
•
!
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BUDGET Format
Budget
Fashion Film (Jan-Feb) Production Celebrity Total
£10,000 £10,000 £20,000
Press-Preview Venue Production and Catering Total
£0 £10,000 £10,000
Launching Fashion Show (Mar, Sep) Production Promotion Total
£25,000 £10,000 £35,000
In-store Experience Champagne Bar Total
£5,000 £5,000
Photo Exhibition (Apr, Oct) Venue Production Total
£10,000 £10,000 £20,000
Advertisement Production
£20,000
Celebrity and Photographer Distribution Vogue UK (6 Issues) Vogue France (6 issues) Vogue Russia(6 issues) Vogue China (6 issues) Vogue USA (6 issues) Vogue Japan (6 isuues) Vogue Italia (6 issues) ELLE UK (6 issues) ELLE France (6 issues) ELLE Russia (6 issues) ELLE China (6 issues) ELLE USA (6 issues) ELLE Japan (6 issies) ELLE Italy ( 6 issues) Harpers Bazaar USA (6 issues) Harpers Bazaar UK (6 issues) Harpers Bazaar Russia (6 issues) Harpers Bazaar Japan (6 issues) Harpers Bazaar China (6 issues) Flair Italy ( 6 issues) Numero France ( 6 issues) Crash France (6 issues) Total
£20,000 £15,000*6/£90,000 £12, 000*6/£72,000 £9.000*6/£54,000 £12, 000*6/£72,000 £15,000*6/£90,000 £15,000*6/£90,000 £9.000*6/£54,000 £10,000*6/£60,000 £12,000*6/£72,000 £8,000*6 /£48,000 £12, 000*6/£72,000 £9.000*6/£54,000 £8,000*6 /£48,000 £8,000*6 /£48,000 £10,000*6/£60,000 £12,000*6 /£72,000 £8,000*6/£48,000 £9.000*6/£54,000 £15,000*6/£90,000 £8,000*6/£48,000 £8,000*6/£48,000 £8,000*6/£48,000 £1,432,000
BUDGET Sponsorship sponsorship Bal de Fleurs (Aug) V&A exhibition (Nov, Dec) Graduate Foundation Total
£30,000 £15,000 £0 £45,000
Viral Marketing (Jan) Celebrity Seeding via Instagram Total
£10000 £10000
Total
!
£1,625,000
TOTAL: £1,625,0000
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CONCLUSION After observing the current situation and analysing the perception of the consumer towards Emanuel Ungaro brand, it can be concluded that the brand is in the graveyard. Therefore, in order to regain its position in the fashion luxury business, the corporate strategy, the business strategy, branding strategy and communication strategy needs to be reorganized. Starting with the corporate strategy, the writers suggest the brand to adopt the differentiation strategy, which differentiate the brand in terms of excellent quality, superior services, innovation and distinct style of the use of mixed pattern. The short term and long term objectives are set to accomplish, which stressed mainly on the cutting all the licensing products left only the couture and ready-to-wear line and increasing awareness respectively. For the business strategy, the writers suggest the concentration strategy at the grand level, which focusing on the current fashion luxury business, in terms of clothing and accessories. The brand has the potential to grow by, first, product development, which the floral bag will be invented as iconic product, along with the new line of Ungaro Vintage, where the popular dresses will be remade and sold. Second is the market development, which suggests the brand to target the growing fashion market and emerging market as well as opening the fully controlled flagship stores in those markets. Monolithic brand is suggested in the branding strategy, which constructed of three sub-brands, which are couture line, RTW and Ungaro vintage, constructed under one brand essence, seductive Parisian. Logo, packaging, website and store design are also recreate, as well as the operation, which are also recommended to focus on the quality and the customer touch points. Lastly, the marketing communication is proposed to gain wider recognition, retain positive image and create customer relationship. This will be done under the same theme of seductiveness and self-confidence, which leverage with the brand essence. Four strategies are suggested as a one-year plan, which are print advertising, public relation, viral marketing and sponsorship. All in all, the suggestion made in the report can possibly lead Emanuel Ungaro brand to have the potential to grow in the future. However, the brand must stay fresh and adapt themselves constantly to the changing trends and consumer behaviour in order to become the top in the fashion luxury industry.
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