Fig.1
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Content Page •
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Timeline & Customer • Profile Current promotional • mix Three chosen• promotional • strategies
Evaluation of proposed strategies Reflective statement Appendix References
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Timeline & Customer Profile 2018Winner of UK best lingerie brand
2011LoveHoney buys Coco de Mer
2001Coco de Mer is born
2017Lucy Litwack, ex-brand director of La Perla
2018Creation of Reign by Coco de Mer diffusion line
After analyzing Coco de Mer, several customer profiles were identified which was backed up by CEO of Coco de Mer Lucy Litwack herself. However, a new customer profile has been identified for a new promotional campaign: a diffusion line Reign by Coco de Mer. This promotional campaign is taking place to bring a new younger audience to Coco de Mer, through this diffusion line with a lower and affordable price point. Coco de Mer is a luxury and exclusive brand however with Reign by Coco de Mer, the brand can become more mainstream and well-known in the general public eye. A new pen portrait can be illustrated:
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New customer profile of Serena Vincenti Gender: Female Age: 23 Lives in: London but from Milan Socio-economic status: relies on her parents Marital status: Single Occupation: Intern at Starworks PR in Mayfair Style: Trendy Fashion shops: L’agent by Agent Provocateur, Zara, Topshop Hobbies: Shopping, Netflix, Yoga, Travelling Style icons: Bella Hadid, Sofia Richie, Emily Ratajkowski Reasons for buying Reign by Coco de Mer: Loves luxury lingerie brands such as Coco
Fig.3
de Mer or La Perla however cannot afford it. Same style but at an affordable price. Favourite TV Shows: Money Heist, Elite, Prison Break Daily Routine: Serena always checks her Instagram before going to her internship. After work, she joins her friends for drinks at the new trendy bar of the moment. During the weekend, she usually goes out clubbing in Mayfair where she enjoys having fun with her friends. Serena tries to eat healthy and follow the diet of the moment however it is always hard in London especially on a student budget. 4
To support this promotional campaign, three promotional strategies have been strategically chosen: - An event - A fashion film - Visual merchandising The use of an event is a perfect way to present the diffusion line to the fashion industry through a memorable sensorial experience. Moreover, Coco de Mer has a strong bond with fashion photographer Rankin who creates the brand’s fashion films each season. Using the photographer for this diffusion line reinforces their relationship and reminds the audience that Reign by Coco de Mer is part of Coco de Mer. Coco de Mer has strong visual merchandising which represents the brand’s image and ethos. The front window display can be an important tool to promote the diffusion line. The three promotional strategies will keep Coco de Mer’s ethos but adapting it to the new customer profile. Moreover, the strategies will work alongside and complete each other.
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Brief overview of current Promotional Mix
Other brands Coco de Mer has slowly brought other lingerie brands on their website which could be seen as competitors as they have the same erotica and luxurious feel
Own lingerie brand Coco de Mer has its own eponym lingerie line with a release of a new collection twice a year.
Product
Erotic products Coco de Mer provides any items that relates to the intimate scene: from sex toys to accessories. Any products can come in the usual CdM packaging or plain packaging for discretion purposes
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High end Price point Coco de Mer’s items ranges from £12 for a pair of stockings to £600 for a silk robe
Discounts/Offers As Coco de Mer is a luxury brand, they don’t do special offers such as 3 for 2 as they keep it more exclusive and for a certain type of customer profile: -Free UK delivery for orders over £200 - - Recurrent sale on website on end of collection stocks - Private sales for loyal customers
Price
Diffusion line : Reign by Coco de Mer It has a lower price point: it ranges from £18 for a thong to £45 for a body. It is targeted to a younger audience as it is cheaper and is sold on Generation Y online shop ASOS.
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Online Coco de Mer has an online website which has just been newly redone in 2018. CdM ships to over 45 international countries through their website and other websites such as Net-a-porter.
In-store: Flagship CdM has one flagship store which is in London and is the only shop that sells its collaboration collection with V&A. As the brand sells online and in-store, it is a omnichannel brand.
Place
Concessions Coco de Mer is stocked in various concessions around the world such as Selfridges and Harrods
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Collaboration Cdm used collaborations as one their main marketing strategies: V&A collection inspired by the London museum’s archives Pamela Anderson’s own collection: Pamela loves Coco
Social Media Use of Instagram to promote upcoming collections and fashion films Use of Facebook which is interlinked with Instagram and its online website Use of Twitter to promote their erotic masterclasses and future events
Promotion
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Experience In-store through various free events which brings attention to the London boutique Through private or group erotic masterclasses
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3 promotional strategies: the Event To officially launch their diffusion line Reign by Coco de Mer, the brand will host an unforgettable event at the London cabaret Cafe de Paris. Founded in 1924, Cafe de Paris is known for its “performances from the creme of the worlds of circus, burlesque, music, comedy and magic” (cafedeparis.co.uk, 2018). The imposing venue can hold up to 715 standing persons due to its large rounded ballroom and balconies. The venue works perfectly for the brand as the world of burlesque appeals to the Coco de Mer customer which was translated by using “Queen of Burlesque” (broadwayworld.com, 2018), Dita Von Teese as the face of Coco de Mer in 2018. Fig.5
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The event will consist of a sitting down dinner alongside a cabaret show. The dancers will wear the diffusion line Reign by Coco de Mer and will walk around the room so the guests will have a proper look of the products and take part in the show. This guest list of the event will include influencers and journalists which have been specifically chosen as they also target the same consumer as the diffusion line. The event is about creating an unforgettable experience which will be translated through high media coverage. Each guest will receive a physical invitation and at the event, a goodie bag. Moreover, the event will be hosted by the face of Reign By Coco de Mer, Kate Upton. It will also have a philanthropic aspect, as throughout the event, Coco de Mer will try to earn money for a charity: Body Gossip with a raffle with naughty goodies to be won amongst other games. Fig.6
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About the film and justification Fashion photographer Rankin is the go-to fashion photographer for Coco de Mer’s photoshoot and fashion films. This film will be no different: The films usually take place in a bedroom environment or around a house. For the Reign by Coco de Mer fashion film, Rankin chose for the set to take place in a rented London house. The first scene opens on a dark staircase which is lit by what appears to be a flashlight. The camera goes up the stairs until it reaches the bedroom. It films the floor where Reign By Coco de Mer lingerie and other accessories are found. The camera then goes up to the bed area. The film ends as soon as the camera reaches the top of the bed. However, throughout the whole film, short cut aways of close-up of lingerie and imagery are shown which is Rankin’s known filming characteristics. Moreover, the song Bangarang from Skillrex is chosen for the film as it bring an upbeat and exciting atmosphere. The editing of the film brings a rush due to the fast and sharp cutaways.
Fig.7
The purpose of the film is to promote the new launch of Reign by Coco de Mer in a more artistic way. Moreover, it brings a continuity of the other fashion films by Rankin as the style of filming and visuals are kept the same. Rankin’s usual films are more daring and erotic, however, since this diffusion line is targeted to a younger audience, the film is less provocative. The film promotes the launch through excitement, mystery as the full collection is not fully displayed which 12 brings attention to the brand.
Fashion Film Storyboard
1) It starts off with a black background introducing the film
4) Another cutaway scene of a model writing “Reign by Coco de Mer” on a shower glass with a lipstick
2) The first scene starts in a dark staircase lit by a flashlight and clothing can be seen all along the staircase.
3) Cutaways of imagery and lingerie are shown throughout the film to bring suspense on the main scene of going up the staircase
6)The film ends with “coming soon” to show that this film is just the beginning and there is more to come 5) The main scene continues as underwear is found on the floor and the bed is seen at the end of the scene. However the scene ends here which bring questioning to the viewer and the cutaways continue
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Moodboard & Colour palette The feel of the fashion film is illustrated below through a moodboard: erotica and mystery are displayed as they are important parts of the brand. Moreover, the colour and fabric palettes which go hand in hand with the moodboard bring back the sexy and dark aspects of Coco de Mer. The fashion film is about intimacy and secrecy and the moodboard reflects it perfectly.
Fig.14
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The crew and budget sheet The crew used for the film will remain the same as previous fashion films: Director — Rankin Creative — The Full Service Hair — Nick Irwin Fashion Editor — Anna Hughes-Chamberlain Make-up — Celia Burton Model — Kate Upton Producer — Marcus Autelli The only difference for the quality of the imagery, Rankin will use for the first time an iPhone X to shoot the film to bring a more modern and raw touch.
Budget Director
£1500
Producer
£1250
Hair
£300
Makeup
£100
Stylist
£400
Location
£1000
Model
£2000
Creative
£600
Food & Drinks for the shoot
£250
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Visual Merchandising The current window display of the flagship store is seen below: their latest collection which is the collaboration with the V&A is displayed with Christmas elements to remind the customer the festive season. Moreover, a wooden display is present outside to promote its collection of loungewear. For the diffusion line, the brand should promote it for at least a month on their flagship windows and wooden display: even if the brand is not targeting the same customer as for the actual Coco de Mer collection, it will bring new younger customers into the store.
Fig.15-16
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In store, a section at the entrance of the shop should be dedicated to the diffusion line to attract new potential customers. A rail with the products and the name of the diffusion line should be displayed. Moreover, the collection should be hung as art pieces as the other CdM products as seen below.
Fig.17
The diffusion line Reign by Coco de Mer, will only exclusively be available in the flagship store and then in other concessions such as Selfridges. At Selfridges for example, the actual Coco de Mer collection is displayed with its competitors such as Agent Provocateur and Bordelle. It is displayed by collection and on hangers and mannequins. Sex toys and accessories can be found next to the underwear which goes perfectly with the brand’s idea of underwear shopping. 17
However, Reign by Coco de Mer is a younger and more affordable brand, it will not be displayed alongside the CdM collection. It will be found alongside its own competitors such as L’Agent by Agent Provocateur and Love Stories. The items will be displayed on a table at the entrance of the lingerie section for the first month to promote it and then will go on hangers like the rest of its competitors’ items. Fig.18-19
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Evaluation of proposed strategies After evaluating the proposed strategies for the launch of Reign by Coco de Mer, outcomes for each strategy has been found: Event: The choice of guests pays off as the influencers invited such as Amelia Liana or Jordan Dunn will broadcast the event, including their goodie bags for example on their social media which will bring attention and interest to the brand. Moreover, same impact goes for the journalists who will enjoy their experience and will choose to promote the diffusion line on their social platforms and later on in their respective magazines. Fashion film: After previewing the film during the event and then properly realising it to the public eye, it will bring a lot of attention to the brand on social media such as Instagram and Youtube. Journalists attending the event will also broadcast it on their magazine’s website as a separate article from the actual event. The film will be posted on the Reign by Coco de Mer’s official Instagram accounted as a Sponsored post so the target audience will find it on their feed Visual Merchandising: The shopping window in the Coco de Mer’s flagship store will catch the eye of the pedestrians which will result them into taking pictures of it and posting it on their social media platforms which therefore will promote the brand indirectly. Moreover, since the launch is before Christmas, people walking past might stop and get a set for a special someone. Same impact will happen in concession stores such as Selfridges. After the success of the launch of Reign by Coco de Mer, the brand will think of properly launching it in the U.S. with influencers and journalists adequate for their market there. Moreover, the brand will choose to create two collections a year alongside seasonal collections for Valentine’s Day and Christmas for example. 19
Reflective Statement After working on Coco de Mer for the previous assessment, I was already submerged in the brand’s image and values which made it easier for me to go forward with this assessment. I tried to make the three strategies applicable for the brand to use in the future as manger sue the diffusion line exists online, CdM hasn’t properly promoted it yet via marketing strategies such as advertisement, on their own website or social media. The lack of information on this diffusion line is disadvantageous for the brand as they are losing potential new consumers. Starting to sell in concessions or even on their actual website is a good start. I have emailed the CEO of Coco de Mer to get some information for the previous assessment and she answered so I think I will send her this report to see her opinion and maybe it will inspire her in going forward into promoting the diffusion line. I enjoyed working on this project as I always like to work with a mix of creativity and theory. I choose the three marketing strategies that I enjoyed the most during the group projects. The most challenging part of this assessment has to be the fashion film. I have never done a fashion film before especially by myself and was afraid to start. I filmed it on my phone which resulted the film being shot in a vertical way and I didn’t manage to cut the black frame around it. However, I am happy with the result but of course I can always improve in to make it more professional. It was a challenge to make a fashion film on a lingerie brand especially Coco de Mer which is known to be daring so I thought the idea of not showcasing a model in underwear would be the easiest way but also works with the brand’s mysterious image.
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Appendix • Fig.1: Hawawini, K. (2018). Close-ups of lingerie. [image]. • Fig.2: Coco de Mer (2018). Swathe your skin is glittering gold embroidery up in this striking yet barely there slip #StayUpAllNight. [image] Available at: https://www.instagram.com/p/BjxWHCvg8M1/ [Accessed 9 Dec. 2018]. • Fig.3 : pic of consumer profile • Fig.4: Rankin (2017). Pamela Anderson posing for Coco de Mer. [image] Available at: https://en.mogaznews.com/Fashion/752709/PamelaAnderson-looks-sensational-in-sheer-lace-lingerie.html [Accessed 9 Dec. 2018]. • Fig.5: Cafe de Paris (2012). Cafe de Paris ballroom. [image] Available at: https://www.google.com/maps/place/Caf%C3%A9+de+Paris/ @51.510366,-0.1318456,3a,75y,90t/data=!3m8!1e2!3m6! 1sAF1QipPMegIqE6N1V5_FWMIZRMJP33whuKOoEiy_BuY5!2e10!3e12! 6shttps: %2F%2Flh5.googleusercontent.com%2Fp%2FAF1QipPMegIqE6N1V5_FWM IZRMJP33whuKOoEiy_BuY5%3Dw129-h86-k-no!7i2048!8i1360!4m5!3m4! 1s0x487604d2333dfd8f:0x1ec65f3e5dac3929!8m2!3d51.5104608! 4d-0.1318824 [Accessed 9 Dec. 2018]. • Fig.6: Tricky Blicky (2016). Ballroom set as dinner scene. [image] Available at: https://www.google.com/maps/place/ Caf%C3%A9+de+Paris/@51.5104716,-0.1317934,3a,75y,90t/data=!3m8! 1e2!3m6!1sAF1QipMfIiKwMEPxHuEG8XcjGRgcPN3hym-OUHDYTCye! 2e10!3e12!6shttps: %2F%2Flh5.googleusercontent.com%2Fp%2FAF1QipMfIiKwMEPxHuEG8Xc jGRgcPN3hym-OUHDYTCye%3Dw203-h152-k-no!7i3264!8i2448!4m5! 3m4!1s0x487604d2333dfd8f:0x1ec65f3e5dac3929!8m2!3d51.5104608! 4d-0.1318824 [Accessed 9 Dec. 2018]. • Fig.7: Rankin (2016). Screenshot of Coco De Mer Behind the Scenes at AW16 Shoot. [image] Available at: http://www.lingerieinsight.com/ coco-de-mer-makes-new-erotic-film-with-rankin/ [Accessed 9 Dec. 2018]. 21
• Fig.8-13: Hawawini, K. (2018). Imagery from behind the scene of fashion film. [image]. • Fig.14: Hawawini, K. (2018). Collage made from various imagery. [image]. • Fig.15 + 16: Hawawini, K. (2018). Visual merchandising of Coco de Mer Flagship store. [image]. • Fig.17: Trifle Creative (2016). Visual merchandising of Coco de Mer flagship store in London. [image] Available at: http:// www.triflecreative.com/blog-post/before-after-coco-de-mer [Accessed 9 Dec. 2018]. • Fig.18-19: Hawawini, K. (2018). Visual merchandising of Coco de Mer concession at Selfridges. [image].
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References • Barr, S. (2018). V&A announces launch of lingerie collection inspired by museum artefacts in collaboration with Coco de Mer. [online] The Independent. Available at: https:// www.independent.co.uk/life-style/fashion/v-a-lingerie-museumcoco-de-mer-cushion-textiles-victoria-albert-a8486061.html [Accessed 9 Dec. 2018]. • BroadwayWorld.com. (2018). International Queen of Burlesque, Dita Von Teese, Announces New 2018 Tour. [online] Available at: https://www.broadwayworld.com/bwwmusic/article/ International-Queen-of-Burlesque-Dita-Von-Teese-AnnouncesNew-2018-Tour-20180220 [Accessed 9 Dec. 2018]. • Cafe de Paris.(n.d.). Café De Paris Home. [online] Café De Paris. Available at: http://www.cafedeparis.com/ [Accessed 9 Dec. 2018]. • Café De Paris. (n.d.). Café De Paris Private Hire. [online] Available at: http://www.cafedeparis.com/private-hire [Accessed 9 Dec. 2018]. • Coco de Mer. (n.d.). Luxury Lingerie | Designer Lingerie | Lingerie Shops London | Women's Intimate Apparel. [online] Available at: https://www.coco-de-mer.com/ [Accessed 9 Dec. 2018]. • Zemler, E. (2017). Why Pamela Anderson’s lingerie line isn’t like the rest. [online] Vogue.it. Available at: https://www.vogue.it/ en/fashion/news/2017/12/14/pamela-anderson-loves-coco-demer-lingerie-line/?refresh_ce= [Accessed 9 Dec. 2018].
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