MOD1101 - BUSINESS IN FASHION Autumn session 2018 group 65
MADAME GRÈS Rebrand strategy Work presented to Ms. Alycia Jenner November 28th 2018
Team members (SURNAME, Name & Permanent Code)
AXTON, Anabel
AXTA10529708
BOUSSAUD, Julie
BOUJ28579708
DOVERGNE, Coralie
DOVC07529700
LEMMOUCHI, Téjania
LEMT20529805
LOISON, Emma
LOIE17609808
I.
OUR BRAND VISION Who are we Our brand new identity
Once upon a time, there was a lady wanting to be a sculptress, but her family was against it so, instead of working with stones, she turned to fabric. - MADAME GRĂˆS
OUR VISION
1. Rise stage : She was known for designing for many important
OUR BRAND STORY
figures in high society, from celebrities to princesses. 2. Plateau stage : Towards the end of her career, she was awarded the Dé d’Or in 1976 but even this award couldn’t sway the future of the business. 3. Declined stage : Multiples reasons, among them the war, and that women were demanding denim in the ’70s.
OUR VISION
OUR SERVICE OFFERING.
OUR AMBITION
•
Our ambition : to dust off this apparel
•
Popularize Madame Grès while paying
•
A brand to her effigy, but
• • •
Our positioning : « Affordable luxury »
•
Amongst the competitors operating in the
OUR POSITIONING
OUR COMPETITORS
brand image tribute to her fundamentally modernized
Womenswear brand, on a better market Offering good quality and fashionable products at an affordable price
accessible luxury space, we can mention Maje, Sandro, Claudie Pierlot…
OUR VISION
OUR SERVICE OFFERING.
•
Targeting young women with an
•
From mid to high classes that may
elegant and fashionable style switch to a cheaper product if the product’s design and quality is good
OUR CONSUMERS
enough.
•
Quite different from luxury consumers: They can afford this kind of “luxury” but may also buy from high-street retailers.
OUR VALUES
• •
« French chic »
• •
An excellent customer service
•
Inspirations : the ‘30s, the Greco-roman
To give women confidence and sexiness
Sustainable strategy, we care for environment influence and the draped texture
OUR VISION
OUR MOODBOARD • •
Live in big cities Spend time with their friends in chic and trendy places
OUR CONSUMER PERSONA
•
Like to drink cocktails
•
Read magazines like
•
Spend its holidays at the
and eat sweets Vogue, Vanity Fair, Elle… beach
II.
OUR LAUNCH BRAND STRATEGY Brand launch The  scheduled relaunch is for fall/winter 2019
• • • •
RELAUNCH
OUR BRAND ID
Very minimalist and chic Iconography that reminds of the fashion industry The original name of Madame Grès The “Made in Paris”
RELAUNCH
OUR DISTRIBUTION “Driving sales through e-commerce”
RELAUNCH
OUR DISTRIBUTION Shops located in:
• • • • • • • •
Paris London Milan Shanghai Tokyo Montréal New York San Paolo
RELAUNCH
OUR DISTRIBUTION “Creating ephemeral shops”
RELAUNCH
OUR INNOVATIONS. “Fabric innovation”
RELAUNCH
OUR PROMOTION
RELAUNCH
OUR PROMOTION •
Advertising : in print, television and
•
Internet Marketing : online
cinema advertising, native advertising, search engines, video advertising, social media, and influencer marketing
•
Public Relations and e-PR: Press and bloggers relations, celebrity endorsement, an event of course for the brand lunch and then maybe a worldwide roadshow if the brand shows popularity in ephemeral shops.
“Willingness to embrace digital & move with the times”
•
Working with influencers : a key part of Madame Grès digital
•
To promote Madame Grès’s fall/winter 2019 collection, we will
•
Use of social media to engage with customers and build
access. select influencers who embody the brand’s style. brand awareness. But we will also use them as a tool to drive online sales, through Instagram using one-click e-commerce integration.
RELAUNCH
OUR PROMOTION
RELAUNCH
OUR PROMOTION “Our boutiques”
RELAUNCH
OUR PLANNING • • • •
The MET in New York City
• •
During the NY Fashion Week, in 8-16 February 2019
6 million visitors in 2017 Madame Grès Exhibition in 2008 A runway remains a way to attract attention and to create “envie”
Paris Fashion Week
III.
OUR ICONIC PRODUCTS Our must-have pieces Sketches of three apparel products
ICONIC PROD.
THE TURQUOISE EVENING DRESS • • • • •
Flattering lower necklines the Grès Fold Emphasizes the waist Wants to keep simplicity Blend of Bolt Threads and CRAiLAR
ICONIC PROD.
THE RED OUTDOOR JACKET • • • •
XL sleeves Slim jacket Practical and minimal Inspiration from oversized winter jacket
ICONIC PROD.
REMAKE OF THE ROBE 27 • •
Faithful to the original colour
•
Wool jersey and silk jersey
High-waisted trousers with Grès folding on the waist
ICONIC PROD.
WHERE WILL THE GARMENTS BE PRODUCED? •
Sustainable and ecologically responsible
•
We refuse any practice incorporating forced or
•
We have decided to produce in France
production method slave labour into our supply chain
IV.
OUR LICENCED PRODUCT Our licenced product Complement the brand’s new image and vision
LICENCED
THE GRÈS “TROUSSE DE TOILETTE” •
The global beauty and personal care market represented 467 billion $US in 2018.
•
Participate in building the loyalty
•
Madame Grès’ image of women is
of our customers. independent and strong, elegant but simple, natural but sophisticated.
•
Products that respect environment and the human body
LICENCED
THE GRÈS “TROUSSE DE TOILETTE”
THANK YOU !
CONCLUSION MADAME GRÈS REBRAND STRATEGY