Alaïa - Customer journey design and 3 years finance plan

“A STAGE FOR YOU TO BECOME SUPERWOMAN” MASTER - LUXURY BUSINESS

CHIEHYI LIN

FINAL PROJECT

YISHAN WEN

JUN 2021

WENYU HU WENHAO WEN

THE DREAM FROM

SUPER MODEL TO

SUPER WOMAN

2

POWERFUL WOMAN

THE WOMAN IMAGE OF ALAïA

ROMANTIC

A V A N T- G A R D E

H E R I TA G E

?

4

?

ALAïA

CUSTOMER

W H AT W E D O ?

W H AT W E W A N T ?

T H E R E L AT I O N S H I P B E T W E E N T H E B R A N D A N D C U S T O M E R

AWARENESS

OFFLINE

NOTICE ALAIA

DRIVE TO STORE

C O N S I D E R AT I O N

ENTRANCE

BROWSING

DECISION

ACQUISITION

TRY ON

L O YA LT Y

PAYMENT AFTER THE SALE

ONLINE

TOUCH POINTS

PAYMENT

BROWSING

Social media

Social media

Salesmen

Orders

Subscribed Email

Physical Store

Physical Store

In-store service

Sales person/Employee

Using products

Third party websites

Third party websites

Fitting rooms

Payment

Survey

Word of mouths

Word of mouths

Agent

Shipping Service

Newsletter

Publications

Contact “Alaia” online

Official website

Sharing

Ads

Search engine

Multi-brand retailer website

Shopping record

Celebrities

Official website

Repurchase

Exhibition

Multi-brand retailer website

Loyalty program

DRIVE TO OFFICIAL SITE

PRESENT CUSTOMER EXPERIENCE JOURNEY

5

DELIVERY

ENTRANCE

NOTICE ALAIA

ALAIA

AWARENESS

•

LESS PROMOTION

•

LACK OF BRAND AMBASSADOR WITH INTERNATIONAL TRAFFIC/INFLUENCE

C O N S I D E R AT I O N

DIOR

•

BRAND AMBASSADOR

•

ALL-INFORMATION CENTRALIZED WEBSITE

•

SHOWCASE

•

MORE PRODUCT LINES

•

LESS DISCUSSION

•

LOTS OF UGC

•

APP FOR VIRTUAL TRY ON (MAKE-UP LINE)

•

LESS CHANCES TO TOUCH PHYSICALLY

•

MORE TOUCHPOINTS (ONLINE & OFFLINE)

•

3D BEAUTY BOUTIQUE

•

NO CHINESE OFFICIAL WEBSITE

•

HOME DELIVERY TRY TO BUY FOR VIP

•

EXCLUSIVE BESPOKE WATCH SERVICE FOR

•

PERSONALIZED SERVICE

DECISION

ACQUISITION

LOUIS VUITTON

•

FEWER PHYSICAL STORES

VVIPS

•

ABCDIOR PERSONALIZATION

•

REAL-TIME PRODUCT INVENTORY DISPLAY

•

ART OF GIFTING

•

FREE DELIVERY (IN CHINA)

•

FREE RETURN IN 30 DAYS

•

MORE COMPREHENSIVE PAYMENT

•

DIOR DIVA REWARD PROGRAM (FOR DIOR

OPTIONS

L O YA LT Y

BEAUTY)

•

VIP DINNER (MAYBE MORE VIP REWARDS)

•

VIP GIFTS

•

OFFER EXCLUSIVE SERVICE FOR VVIPS

•

CONTACT ALSO THROUGH WHAT’SAPP

•

DIOR O2O DIGITAL LOYALTY PROGRAM ON

(WECHAT IN CHINA)

6

WECHAT

OFFLINE CUSTOMER JOURNEY

7

8

OFFLINE

S T O R E W I N D O W D I S P L AY

AWARENESS

S H O W C A S E T H E H E R I TA G E DRIVE PEOPLE INTO STORES

9

OFFLINE

PHYSICAL TOUCHPOINT

CONSIDERATION

E A S Y I N - S T O R E R E S E R V AT I O N -SYSTEM

FITTING ROOM

OFFLINE

SUPER MIRROR

DECISION

S TA G E TA I L O R I N G P E R S O N A L I Z AT I O N

10

OFFLINE

ACQUISITION

11

COMPREHENSIVE METHODS 1 0 - M O N T H I N S TA L L M E N T P L A N

ONLINE CUSTOMER JOURNEY

12

ONLINE

TO DRIVE PEOPLE TO THE OFFICIAL WEBSITE BRAND AMBASSADORS WEBSITE HOMEPAGE NET-A-PORTER’S PUBLICATIONS PAID MEDIA

13

AWARENESS

ONLINE

CONSIDERATION S T I M U L AT E T H E I R I N T E R E S T A N D W A N T T O D I G M O R E

DIGITAL STORYTELLING CONTENT(HERITAGE-DREAM GIVEN) ALAIA APP ONLINE CONTACT SERVICES

14

ONLINE

DECISION

C O M P E N S AT E F O R T H E E X P E R I E N C E O N L I N E VIRTUAL TRY-ON AI SIZE CALCULATION SYSTEM 360 DEGREES MODEL GUIDING TEST (TYPING CUSTOMERS’ AGE, MOOD, LIFESTYLE, OCCASION OF USE…ETC)

15

ONLINE

ACQUISITION

C O N V E N I E N T & C O N S I D E R AT E 10-MONTH INSTALLMENT PLAN DELIVERY FEE SHOPPABLE CONTENT

16

ONLINE+OFFLINE

LOYALTY ALAIA COMMUNITY A.Priority to get the catalogs and information of the new season B. VIP service: Obtain gifts after purchasing items and get priority for fashion show and private events invitations C. Bespoke look-book and Mobile capsule store for VVIP

17

3 YEARS PLAN AND COST 1st Year

2nd Year

3rd Year

ONLINE 1. DIGITAL CONTENT BUILDING

1. ALAIA APP

1. ALAIA COMMUNITY

2. OPTIMISE OFFICIAL WEBSITE

2. IMPROVE ONLINE SERVICE

1. SHOP WINDOW REDESIGN

1. FITTING ROOM DEVELOPMENT

1. SET UP TAILORING SERVICE POINT

2. RECREATE FITTING ROOM

2. PERSONALIZATION SERVICE

2. POP-UP STORE EXHIBITIONS

≈ € 464,500

≈ € 1,376,000

OFFLINE

3. PLACE GUIDING SCREEN

≈ € 246,400

18

€ 2 , 0 0 0 F O R O N E D A Y, 1 0 % F O R O N E Y E A R .

19

MASTER - LUXURY BUSINESS FINAL PROJECT JUN 2021 CHIEHYI LIN YISHAN WEN WENYU HU WENHAO WEN