Introduction 03 Customer & Brand Insights 04
the brand the woman
The Strategy 06 media sourcing
Digital Experience 09 website
In-Store Experience
hang tags
13
Sales Promotions 15 launch parties sweepstakes
Partnerships 19
Vital Voices Women for Women The Conservation Fund
Creative Concepts 21 snapchat print video
Measurements of Success 30 Appendix 32 charts and tables timeline
Works Cited 34
a comprehensive marketing plan by Hannah Foerster | Lauren Lockhart | Joelle Purifoy FASH763 Professor Cannata Summer 2016
Introducing the new TRIPLE THREAT collection from Diane von Furstenberg. Sourced, designed, and manufactured using the most sustainable practices and fabrics in the industry, the TRIPLE THREAT capsule collection is the very first from DVF to feature globally-inspired products made to empower every woman. This capsule collection is comprised of 20 pieces of apparel featuring four distinct prints, each of which was thoughtfully designed to represent the place of origin. So what exactly makes this collection a triple threat? It’s smart, it’s sexy, and it’s sustainable. Launched to signify a new, sustainably-focused chapter in the DVF legacy, it’s made to be brave, bold, and fierce. Most importantly, it embodies the spirit of the DVF woman and encourages her to find the triple threat within. Whether your triple threat is mom, wife, boss or intellect, artist, athlete, this collection is made for you. It’s made to celebrate the complexities, the struggles, the victories, the celebratory champagne toasts of being a woman and of being proud, confident, and comfortable in your skin. Every woman is a triple threat. What’s yours?
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Three simple ideals are inscribed on the DVF Instagram page: “Celebrating freedom, empowering women, selling confidence.� No description paints a clearer picture of the womenswear brand than this small blurb on its social media page followed by 1.4 million fashion lovers.
The Brand
Founded in 1972 by Belgian-born designer Diane von Furstenberg, the DVF brand is a global ready-to-wear apparel and accessory brand headquartered in New York, NY. Its iconic wrap dress and bold, colorful prints define the DVF brand as one for the woman who is—in von Furstenberg’s own words—“effortless, sexy, and on the go.” The company distributes its products in more than 55 countries and owns 148 retail stores on five continents. DVF ranks as a premium level fashion company, characterized as a trendsetter within the industry with a wide price point and mass distribution. Top competitors include Marc Jacobs, Michael Kors, and Louis Vuitton. Recent DVF marketing campaigns promote confidence in individuality—they speak not just to the DVF customer’s style, but to her inner strength as a woman. We have established the following four key marketing goals for DVF: •Target a youthful, aspiring market of women •Continue to revitalize its signature wrap dress and prints •Empower women through branding and supporting women-centric charities •Promote sustainability on the local and global scale
The DVF Woman
The primary DVF consumers are affluent white women between the ages of 2545. These women are largely working professionals who are financially independent, travel frequently, and are very social. Although it is not quite a luxury brand, DVF caters to a wealthier consumer; one that values quality and style over trendiness and value. The connection between Diane and her customers is very strong—her mantra “you can be the woman you want to be” resonates with women across the globe. The top four motivations for DVF’s target consumer’s buying decisions are style, emotional connection, functionality, and empowerment. The forms of media and advertising in which the consumers most frequently engage are social media platforms like Instagram and Facebook, television, and magazines. Since DVF’s primary customer is the millennial woman, social media engagement is a vital indicator of the brand’s progress.
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DVF reports annual sales of around $500 million. In accordance with the percentage of sales method for ad budgeting, this leads to an overall annual marketing budget set at $50 million. We have allocated 10%, or $5 million, of this overall budget towards marketing the Triple Threat eco-capsule collection.
Media Strategy
Media Strategy
Print advertising Budget: $2,855,000 We have allotted the majority of our budget to print advertising in five dominant magazines: Vogue, Harper’s Bazaar, Elle, Glamour, and Forbes. This selection reaches three main consumer groups: wealthy sophisticates, educated young aspirers, and “girl boss” working professionals. We plan to run a full-page ad in each of the five magazines for three insertions each, as outlined alongside the rate base in Figure 2.
Campaign Video Budget: $245,000 The Triple Threat campaign will be characterized by its official campaign video, which will showcase the collection items and touch on its unique focus on sustainability, all while still maintaining the iconic DVF brand image. The video will be showcased on the DVF website, social media, and outdoor advertising. The costs associated with producing and promoting the campaign video are outlined in Figure 5.
Outdoor advertising Budget: $1,000,000 We are distributing 10% of our budget to largescale outdoor advertising in a few key cities starting with DVF’s headquarters in New York City. These ads can range from digital billboards, oversized poster prints, or mobile taxi ads that fit the architecture and activity of each city center.
Launch Event Budget: $150,000 An eco-glam launch event is planned to premiere the Triple Threat collection. With an exclusive guest list including elite media and VIP celebrity guests, the event will showcase not only the collection and campaign video, but also the brand’s focus on sustainability and philanthropy. The Launch Party is further detailed in the Sales Promotions chapter.
Blogger promotion Budget: $300,000 To stimulate an amplified word-of-mouth approach, we plan to tap bloggers who represent the aspirational DVF lifestyle. We will hand select bloggers with large, engaged followers who focus on fashion and/or sustainability and pay them a set fee to post one (1) social media or blog post featuring the collection. Figure 3 shows examples of bloggers who represent the DVF Triple Threat brand. Figure 4 shows a breakdown of our proposed blogger strategy.
Online Sweepstakes: Budget: $100,000 We plan to run an online sweepstakes with a fabulous, eco-conscious prize package including a trip to an exotic location, dinner with Diane von Furstenberg, and exclusive items from the collection. The sweepstakes will allow the company to collect email addresses from entrants and promote purchasing by following up with all entrants with a coupon applicable to the Triple Threat collection.
Miscellaneous Digital Marketing: Budget: $100,000 A small portion of the overall budget has been set aside to cover any additional costs associated with marketing the Triple Threat eco-capsule collection, such as establishing and maintaining the Triple Threat webpage on DVF.com and creating email marketing items to be sent out to DVF subscribers.
Triple Threat Campaign Budget 2% 3% 5%
2%
Print advertising Outdoor advertising
5%
Blogger promotion
6%
Social media
20%
Social Media Marketing Budget: $250,000 The ever-changing algorithms of social media sites have led us to allot a portion of our budget exclusively towards paid promotion of social media posts; this will allow us to reach audiences beyond DVF’s online follower base and drive traffic to the Triple Threat eco-capsule collection webpage. With an average cost per click (CPM) of $0.24, we can estimate more than 1,041,000 clicks on campaign-related social media posts with this budget.
57%
Campaign video Launch event Online sweepstakes Misc. digital marketing
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Chinese Silk
Chinese silk reflects on ancient tradition steeped in laborious craft. With its bright luster and soft touch, this sustainably sourced silk adds an extra dimension of luxuriousness to the new Triple Threat collection. This classic fabric is comfortable enough to be worn all day, yet delicate enough to drape flatteringly across the feminine silhouette. DVF die hards will love how glamorous she looks and how environmentally conscious she is simultaneously.
Irish Linen
This fabric is the perfect addition to the Triple Threat collection for its ability to keep the wearer feeling cool whether under pressure in the boardroom or playing with her children on the playground. Breathable, absorbent,and crisp, this is sure to be a staple during the warmer months.
Pineapple Leather
The Philippines are home to an abundance of pineapples and luckily, new innovations have found a way to solve this problem fashionably. Introducing pineapple leather; the sustainable, eco-friendly alternative to real cowhide that’s strong, flexible, and durable. Perfect for briefcases, shoes, handbags, and more, it’s the Triple Threat’s answer to vegan leather with a fun, fruity twist.
Peruvian Cotton
Our 100% organic cotton print was inspired by local design in Pima, Peru. Peruvian cotton is considered especially luxurious due to its durability, softness, and luster. Grown organically on the northern coastal valleys of Peru and harvested by hand, this exceptional cotton allows her to move freely (and look fabulously) from morning to night, from meetings to happy hour.
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Always on the go, the DVF woman craves a shopping experience that fits her busy schedule. Through full integration with the e-commerce function already on DVF’s website, the Triple Threat collection can be purchased anywhere, anytime.
Website
A new webpage on DVF.com will be created to focus on the Triple Threat collection. The page will showcase the campaign video, house e-commerce capabilities, and provide information about how the collection was sourced and produced sustainably. This will allow the collection to be accessed by customers who already purchase from the DVF website while making it easy to buy in to collection’s eco-friendly mission.
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Social Media
DVF’s primary customer is the millennial woman, who most frequently engages with advertising on digital and social media platforms like Facebook, Twitter, and Instagram. For example, the DVF Instagram page often shares photos of Diane, the company’s history, and young celebs donning DVF designs. Triple Threat-themed posts will be integrated into DVF’s current social media platforms to entice and educate current DVF consumers while relating to them on a more casual, personal level. To further engage with aspiring young consumers, we propose DVF creates a Snapchat account to share photo updates, sponsored articles, and behind-the-scenes videos. The Snapchat account will launch in accordance with the launch of the Triple Threat campaign.
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Walking into a DVF store, the Triple Threat collection pieces will blend seamlessly with DVF merchandise, so as not to isolate customers, but rather demonstrate the ease of dressing sustainably. Chic hunter green hang tags will subtly distinguish Triple Threat items and educate customers how their garment was sustainably sourced and produced.
The In-store experience Some changes that could be made to attract the target are: • Training employees with general information on the new sustainable manufacturing processes • A promotion where customers can recycle their gently worn dresses at the store to be donated to Women for Women International (a charity that DVF’s brand is already associated with) to receive $30 off their in-store purchase.
• Hunter green tags will subtly distinguish the Triple Threat garments with a concise description to inform the customer on why the item is sustainable • DVF representatives will visit each department store where DVF is sold to educate employees selling the merchandise on the new Triple Threat collection
an example of the tags to be used for the new collection 14
Diane has said that “Love is life is love.� Our planned sales promotions share the love and celebrate life from launch parties across the U.S. to a global-influenced sweepstakes that inspire passion within DVF customers.
The Launch Parties A $150,000 budget has been allocated to funding launch parties in nine of DVF’s stores across the United States. Theses funds will be primarily used in the larger city stores like New York City, Los Angeles, Miami, and Atlanta, and in some, will feature celebrity appearances to further attract consumers and bring awareness to the campaign. The focus of the parties will be to inform and educate the consumers on the new collection and the sustainable sourcing and manufacturing behind it. Names and email addresses will be taken from each party attendant for a raffle. There will be one raffle winner in each city and they will win a dress from the new collection. Email addresses will be entered in the database for promotional purposes. NYC launch party Budget: $50,000 • DVF Flagship Store in Meatpacking District • Hosted by Diane • Model/celebrity appearances by Karlie Kloss, Jourdan Dunn • DJ Solange • Racks and mannequins displaying new, sustainable product • Cupcakes provided by Georgetown cupcakes (avg. $3/cupcake) • Champagne • Photographers/videographer • Notify press • Instagram frame prop with the hashtag “#mytriplethreat” • Green Games -timed multiple choice game with questions on how DVF has made their supply chain more sustainable • Decor: gold letter balloons spelling out “#mytriplethreat,” multicolored confetti, party blowouts, napkins printed with DVF’s red lip logo, etc.
LA launch party Budget: $25,000 • DVF store in The Grove • Local highly ranked female DJ • Model/celebrity appearance by Kendall Jenner, Gigi Hadid • Racks and mannequins displaying new, sustainable product • Cupcakes provided by Georgetown cupcakes (avg. $3/cupcake) • Champagne • photographers/videographer • Notify press • Instagram frame prop with the hashtag “#mytriplethreat” • Green Games -timed multiple choice game with questions on how DVF has made their supply chain more sustainable • Decor: gold letter balloons spelling out “#mytriplethreat,” multicolored confetti, party blowouts, napkins printed with DVF’s red lip logo, etc.
Miami launch party Budget: $25,000 • DVF store in Coral Gables • Local highly ranked female DJ • Racks and mannequins displaying new, sustainable product • Cupcakes provided by Bunnie Cakes (avg. $3/cupcake) • Champagne • Photographers/videographer • Notify press • Instagram frame prop with the hashtag “#mytriplethreat” • Green Games -timed multiple choice game with questions on how DVF has made their supply chain more sustainable • Decor: gold letter balloons spelling out “#mytriplethreat,” multicolored confetti, party blowouts, napkins printed with DVF’s red lip logo, etc.
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Atlanta launch party Budget: $25,000 • DVF store in Lenox Square • Local highly ranked female DJ • Racks and mannequins displaying new, sustainable product • Cupcakes provided by Georgetown cupcakes (avg. $3/cupcake) • Champagne • Photographers/videographer • Notify press • Instagram frame prop with the hashtag “#mytriplethreat” • Green Games -timed multiple choice game with questions on how DVF has made their supply chain more sustainable • Decor: gold letter balloons spelling out “#mytriplethreat,” multicolored confetti, party blowouts, napkins printed with DVF’s red lip logo, etc.
Remaining store launch parties $25,000 ($5,000 for each store) Boston, Philadelphia, Bellevue, Dallas, Phoenix • Racks and mannequins displaying new, sustainable product • Cupcakes provided by local cupcake shop (avg. $3/cupcake) • Champagne • photographers/videographer • Notify press • Instagram frame prop with the hashtag “#mytriplethreat” • Green Games -timed multiple choice game with questions on how DVF has made their supply chain more sustainable • Decor: gold letter balloons spelling out “#mytriplethreat,” multicolored confetti, party blowouts, napkins printed with DVF’s red lip logo, etc.
The “Green Getaway” Sweepstakes
To further engage consumers with the Triple Threat collection, we will run an online sweepstakes with a fabulous, eco-conscious prize package including a trip to an exotic location, dinner with Diane von Furstenberg, and exclusive items from the collection. The sweepstakes will allow the company to collect email addresses from entrants and promote purchasing by following up with all entrants with a coupon applicable to the Triple Threat collection. The budget covers the costs of the prize and all related sweepstakes marketing, which will primarily take place online. This popular style of digital advertising combines a clear and concise description of the prizes to be won in the sweepstakes and a surrounding flat lay of some DVF items that the winner may want to bring on their trip to Rio de Janeiro, Brazil. Those who are interested would simply enter their email address within a certain time frame and Diane von Furstenberg would be recorded on Instagram and on the company’s Facebook page doing a random drawing to select the winner of the grand prize.
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With the goal to ignite selfempowerment and global awareness in its customers, we propose the Triple Threat campaign strengthens ties with two charities DVF is currently partnered with and adds a partnership with one of the world’s most admired ecodriven nonprofit organizations.
To spread the “Triple Threat” women’s empowerment message:
Vital Voices www.vitalvoices.org “Vital Voices Global Partnership strives to identify, invest in and bring visibility to extraordinary women around the world by unleashing their leadership potential to transform lives and accelerate peace and prosperity in their communities. They provide these women with the capacity, connections, and credibility they need to unlock their leadership potential, enabling them to create a better world for us all.”
To empower women globally:
Women for Women International www.womenforwomen.org “We believe strong women build strong nations. Since 1993, Women for Women International has helped more than 447,000 marginalized women in countries affected by war and conflict. We directly work with women in 8 countries offering support, tools, and access to life-changing skills to move from crisis and poverty to stability and economic self-sufficiency.”
To support sustainable business practices:
The Conservation Fund www.conservationfund.org “We believe that conservation and business are stronger when they work together […] We practice conservation to achieve environmental and economic outcomes. Every Fund program places conservation at its center, and our entrepreneurial staff create and implement innovative, practical ways to benefit the natural world and the wellbeing of Americans from every walk of life.”
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This collection is made to celebrate the complexities, the struggles, the victories, the celebratory champagne toasts of being a woman and of being proud, confident, and comfortable in your skin.
Snapchat
Watch Diane von Furstenberg take over Snapchat! In this new social media venture, users of the mobile app can “discover” what this new collection is all about. Featuring a range of ten distinct graphics, this Snapchat story proves to be interactive, compelling, and informative simultaneously. At the end of the story, users can “snap” their personal #mytriplethreat and send it to friends!
Click here to watch our Snapchat discover story! Published in GIF format, it’s been designed to switch graphics at the same pace the user would while using the app. 22
and let classic DVF lips cascade around you the filter automatically finds your lips
you can even use it with friends
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The Triple Threat Collection goes beyond the beauty of the clothes alone—that has already been established through DVF’s iconic reputation and fiercely loyal customers. Triple Threat hits at a deeper level: it resonates with the woman who wants to impact her community and her world. It proves that looking good and doing good are not mutually exclusive. Most of all, it encourages each woman to unlock her own triple threat, to proudly be the woman she wants to be. The following pages highlight four DVF women to be featured in the campaign: Michelle Obama, Mara Brock-Akil, Michelle Phan, and Emma Watson. Each woman is a Triple Threat in her own way and personifies the message of the campaign in every thing she does. 24
Michelle Obama shows off her #triplethreat in front of the Irish Linen print from the new collection.
Mara Brock-Akil shows the viewer her #triplethreat with the Chinese Silk print behind her.
Michelle Phan, beauty and makeup icon, is showcased in front of the Peruvian Pima Cotton print.
Emma Watson shines in front of the Pineapple Leather print, a pattern almost as strong as she is.
Click here to watch our YouTube promotional video! Featuring Michelle Phan, Mara BrockAkil, and Emma Watson, it will be featured on all social media platforms to create intrigue and excitement around the collection. No copyright infringement intended, all content is for educational purposes only.
The key to successful Integrated Marketing Communications (IMC) is reaching the targeted consumer through a variety of impactful media. The following plan details how each medium— from the launch of the campaign video to the final Instagram post—will be measured on its efficacy.
Measures of Success
The figure below outlines how each advertising channel will be measured on its effectiveness. Digital components, such as social media and blogger promotion, provide built-in tracking mechanisms that measure direct traffic and engagement with the campaign. More traditional forms of advertising, such as print advertising in magazines, are more difficult to track directly, but provide massive exposure and enduring returns. The campaign’s integrated media strategy will be evaluated as a whole by observing changes in store traffic, website activity, and publicity following the campaign’s launch.
Campaign Measures of Success by Channel
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Figure 2: Magazine Strategy
Appendix Figure 1: DVF Competitor Analysis
Figure 4: Blogger Strategy
Figure 3: Potential Bloggers
Figure 5: Video Campaign Strategy
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Appendix- Timeline January:
April:
January: Triple Threat capsule collection and e-commerce webpage launches Magazine Advertising: Print ad in Vogue Print ad in Harper’s Bazaar Print ad in Elle Print ad in Glamour Print ad in Forbes – “30 Under 30” issue Outdoor Advertising in key cities Blogger Promotion 12 bloggers paid to post about Triple Threat capsule collection Social Media Marketing Campaign Video Launch Launch Events NYC Launch Party in flagship store (will be first launch event) LA Launch Party Miami Launch Party Atlanta Launch Party Remaining launch parties
Triple Threat Online Sweepstakes concludes / winner is announced
May:
Social Media Marketing
June:
Magazine Advertising: Print ad in Forbes – “Self-made Women” issue Blogger Promotion 4 bloggers paid to post about Triple Threat capsule collection Social Media Marketing
July:
Social Media Marketing
August:
Blogger Promotion 2 bloggers paid to post about Triple Threat capsule collection Social Media Marketing
February:
September:
Magazine Advertising: Print ad in Vogue Print ad in Harper’s Bazaar Print ad in Elle Print ad in Glamour Outdoor Advertising in key cities Blogger Promotion 8 bloggers paid to post about Triple Threat capsule collection Social Media Marketing
Social Media Marketing
October:
Outdoor Advertising in key cities Blogger Promotion 2 bloggers paid to post about Triple Threat capsule collection Social Media Marketing
November:
Outdoor Advertising in key cities Social Media Marketing
March:
Magazine Advertising: Print ad in Vogue Print ad in Harper’s Bazaar Print ad in Elle Print ad in Glamour Blogger Promotion 6 bloggers paid to post about Triple Threat capsule collection Social Media Marketing Triple Threat Online Sweepstakes launches
December:
Magazine Advertising: Print ad in Forbes – “Impact and Philanthropy” issue Blogger Promotion 2 bloggers paid to post about Triple Threat capsule collection Social Media Marketing
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