ISABEL MARANT fragrance brief
natalie james & kate walker fragrance marketing winter 2016
ÂŤ My brand developed little by little without any sophistication nor excess. My choice was to build it up step by step in order to keep complete freedom and integrity in the way I worked Âť
history
born in 1967 in paris, isabel marant starts sewing at the age of 15 reworking old army jackets and remnants into a more bohemian wardrobe. isabel established her own brand in 1994, setting up a studio in the marais neighborhood in paris. she opened her first store in 1998 in the bastille district. eager to make her brand evolve, she launched the more casual and affordable “isabel marant ĂŠtoileâ€? line in 1999. isabel opened her first stateside boutique in 2010 in new york soho and expands her network of boutiques abroad since. she set up her new head office at place des victoires in the heart of paris in 2012.
parisian bohemian nonchalance young light global androgynous chic
la parisienne
paris is at the heart of isabel marant. the parisienne is a walking contradiction. she starts her day with a tartine, coffee, cigarettes or a read. she’d never rush through a dinner or lunch because she enjoys simple pleasures. she’s the type who either absolutely adores yoga or simply can’t be bothered to work out at all. her one true vice is wine. she’s quite loyal to her fragrance - but is prone to cheat - a parisienne can never feel tied down. she is more than comfortable going to a résto, a film, or a museum by herself - being secure is important to her. a parisienne tries to look like she hasn’t tried - because trying is the opposite of cool. the parisienne is not one for chasing perfection but is comfortable in being herself. you don’t have to be from paris to be a parisienne.
target customer
marine
chloe 24 french lives in paris $40,000 single high end hairdresser loves to read proust travels often to visit friends favorite isabel marant piece - her dickie booties favorite guilty pleasure is gauloises
30 american lives in la $80,000 married, no kids luxury event planner favorite book is the alchemist loves to hike runyon canyon favorite isabel marant piece - her mini skirts favorite guilty pleasure is tequila
fragrance logo
le maraĂs ISABEL MARANT
eau de parfum
product & pricing
women’s eau de parfum 100ml $200 luxury positioning
flacon
light pink juice to evoke lightness, bohemia and roses baccarat crystal glass to mimic dreamy parisian windows atomizer for even coverage the wooden stopper is a modern aspect in contrast to the classic look of the glass - consistent with the natural wood found in all isabel marant stores strong simple logo without a background to keep the transparency of the bottle
packaging
cylindrical wooden packaging with a slide cap that fits seamlessly wood will match the stopper recycled paper sleeve with embossed logo engraved eau de parfum on wood blush pink lining to fit flacon
scent
top
lemon, bergamot
heart
rose, lily of the valley
base
cashmeran, vétiver, sandalwood, vertofix, iso e super
deep base
musk
le maraís takes you on a journey to paris through the soul of isabel marant. starting off, there’s a femininity that the parisienne never is without - even when wearing her boyfriend’s t-shirt. moving further into the fragrance, there are more interesting woody base notes with a hint of musk to give an intellectual, profound point of view - which is essential in paris.
key competitors
distribution
tier i
isabel marant, collette
tier ii
net-a-porter, barney’s, bergdorf goodman
tier iii
select boutiques: bird - brooklyn, curve - la, the corner berlin, nitty gritty - stockholm, holly golightly - copenhagen
marking strategy
pre-launch digital teasers consisting of ‘maraĂs moments’
marking strategy
launch launch party at carnavalet museum garden in the maraĂs, paris print ads, vogue paris article & editorial, fragrance displayed with clothes
marking strategy
post-launch digital ads vogue, vogue paris, net-a-porter edit