BEAUTY
CONTENT
1.
Company Overview
2. 3. 4. 5.
Target Consumer
6.
Window Display
7. 8.
Digital Marketing
Extension Concept: 5 P’s Product In Store Signage
E-Mail Advertisement
COMPANY OVERVIEW
B
ottega Veneta first introduced to the world by Italian entrepreneurs Michele Taddei and Renzo Zengiaro during 1966 in a small Italian town called Vicenza. They started out creating artisanal luxury leather goods with people that mastered the leather craftsmanship. The brand developed a precise and delicate leather weave called Intricciato that is one of the most recognized aspects of the brand. The late 70’s and the early 80’s was a big time for Bottega. In 1980, Andy Warhol made a short film about the brand, bringing much attention to it. Later, but still, in the early 80’s, the brand became a staple piece for the regular elite jet setter. It would be regularly seen in cli-
ents like Jackie O and the Empress Farah Pahlavi. Entering the late 80’s, the brand started to see a great decline in sales and it took a turn for the worse when they began to apply the BV initials all over the leather goods. Not good. It wasn’t until the Gucci Group purchased the brand and Tom Ford named Tomas Maier, a great designer with experience at Sonia Rykiel and Hermès, as Creative Director that the name started to rise again. With the redesign and rebranding done by Maier, the brand now has collections in ready-to-wear, interiors, fragrance and continues with its leading and most recognized, leather goods.
TARGET CONSUMER
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ottega Veneta is one of the world’s premier luxury brands. Designing extraordinary leather goods, where craftsmanship, innovative designs, contemporary functionality and high-quality are the primary focus. The brand offers a philosophy of individuality and confidence within their ready-to-wear, jewelry and furniture. PSYCHOGRAPHICS: Bottega Veneta’s customer is sophisticated and self-assured. It enjoys luxury, privacy, and comfort. This client likes feeling unique and refined; hence the custom made designs of the brand. Participate in exclusive events and values luxury goods for their higher quality and uniqueness. This customer appreciates attending galas and charity events. It has a weakness for beautiful designs and well-executed craftsmanship. Being a traditional consumer, it feels drawn to Bottega Veneta.
DEMOGRAPHICS: A customer that is part of the Elite of their society, between the ages of 30 to 45, has a starting income of half a million dollars. It is a consumer that travels a lot and buys luxury while traveling, therefore being an indulgent traveler. A socialite who is looking to elevate his social status by buying luxury products. ASPIRATIONAL CONSUMER: Aspiring to target a younger consumer, who longs to be as refined and traditional in the long run, as our loyal customer. The company wants to extend its market segmentation. We’re looking to reach a younger clientele who has the same aspiration as our current loyal customers. This new target audience is not only younger, but it has a lower income as well. They like quality products and aspire to make part of a luxurious lifestyle.
EXTENSION CONCEPT
PRODUCT Bottega Veneta has a solid customer-brand relationship. With the launch of this new series of goods, where the company would be extending towards the beauty industry, the primary goal is to reinforce customer loyalty, and reach to other market segments as well. The brand wants to provide to its consumers everything they need to look and feel good. Extending our brand to the beauty industry will be a significant step for the company. Bottega Veneta wants to make sure our customers identify our new products directly with the brand’s values. The purpose of this brand extension is to ensure we are providing and satisfying our clients with all they need fashion wise. Helping them maintain the lifestyle they have by creating products where tradition and design merge to create beautiful products.
Our product line will consist of blush, foundation, powder, compressed powder, eye shadows, lipstick, nail polish mascara and slip bag. To be consistent with our other lines (ready to wear, jewelry and furniture) elements of our staple Intercciato weave will be found not only on the packaging of our products but within the products itself. The color palette of the products will be classic colors inspired by the latest products released. We will be having earthy neutral colors such as nude and variety of browns, reds, and some blues. Our beauty line will emphasize the company’s core values, with outstanding craftsmanship, innovative design, contemporary functionality and high-quality materials this way our consumer, will feel closer than ever to Bottega Veneta.
PROPERTY The selling points for the makeup line are going to follow, very similarly, to the selling points that the brand already has for the rest of its products. The first selling point is at all of the Bottega Veneta stores worldwide. Then, we move into high luxury department stores like Harrods, Barneys, Bergdorfs, Saks Fifth Avenue and Neiman Marcus. We will also sell in the previously mentioned stores’ online stores and other exclusively online stores like Net-A-Porter, Moda Operandi and others at the same level of exclusivity. Finally, to make the makeup brand more accessible and keep it relevant among our competitors as well, we will sell at Sephora and Sephora online.
PRESENTATION The new beauty line that will be launched needs to be cohesive with what the brand has been doing ever since it was founded; this means that not only the products need to be designed in a traditional way, but our artisans need to be involved in every step of the way as well. The color palette of the beauty line will be classic as the brand is, and it will be inspired by the color palette used for our previous leather goods collection. Bottega’s typical intricciato weave will be seen throughout the product packaging and the product itself, this way adding texture to some of the blushes and powders. We will be creating as well slip bags for the products with the Intricciato weave as well; this will create unity within our new products and our previous ones as well.
PROMOTION Promotional activities are key with launching a new brand extension, and for a brand like Bottega Veneta it has to be done with the same taste and elegance that the brand represents. Since one of our primary selling points will be inside the brand stores, we intend to have the window displays that incorporate the new makeup line along with the traditional Bottega leather goods. When the window displays attract the customers and step inside the store, there will be make-up artists dedicated to sample the products on the clientele or prospective clientele. To complete the buyer’s shopping experience at Bottega Veneta, doesn’t matter if they shopped or they just browsed, they will leave the stores with some samples of the makeup, including,
but not limited to, sample size mascara, lip colors, and foundation, for the customers to try at home. Since the new makeup line falls into a much lower price range, we intend to attract a younger audience to the product, to do this, we integrate social media advertising. Social media platforms to be used are Instagram, Twitter, Facebook. Posts to social media will include, images of the makeup itself, pictures of the makeup along with some staple and best seller leather goods from the brand. Promotional photos and videos of the brand ambassador, Kate Hudson, showing off the product, and she as well will post a minimum of eight posts per month to her social media platforms to engage her audience as well.
PEOPLE Bottega Veneta has a strong customer loyalty; therefore the company is not only looking to reinforce this loyalty but to add a new market segmentation to it as well. With the release of our beauty line, we are targeting a younger audience with a lower income; they enjoy quality products and aspire to make full part of the Bottega family, meaning that they will want to buy leather goods, ready to wear and jewelry as well. In comparison to our other products, our beauty line will have a lower price range, this way new customers will get to know the brand, and as our products are rich in quality and design, this will create a customer loyalty that will take them to our other existing products at some point. We are looking to reach a younger traditional customer that shares our brand values, a consumer
who appreciates craftsmanship, innovative design, contemporary functionality and the highest quality materials. Kate Hudson will be our brand representative; she is a classic beauty who goes in hand with Bottega’s values. She has an appreciation for skin care, and though our beauty line is not a skin care brand, our products will be seen as healthy products, which they are based on the high-quality components in them. Hudson is key to the development of our new line; she will get the name out there and create brand awareness. Her age, 37, is also fundamental because she is in the age range of our consumers, but also, young girls look up to her, attracting a younger customer, which in the end, is our primary goal.
FINAL PRODUCTS
PROMOTIONAL MATERIAL
Introducing Bottega Veneta Beauty Bottega Veneta <news@bottegaveneta.com>
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BRAND EXTENSION PROJECT FASM 215 / FALL 2016 Professor Monika Jonevski Devon Moyer Elisa Londono Ochoa Ines Alvarez Renta Juliana Munera Rey