“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
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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
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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)
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OFFLINE CUSTOMER JOURNEY
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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
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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
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OFFLINE
ACQUISITION
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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
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ONLINE
TO DRIVE PEOPLE TO THE OFFICIAL WEBSITE BRAND AMBASSADORS WEBSITE HOMEPAGE NET-A-PORTER’S PUBLICATIONS PAID MEDIA
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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
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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)
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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
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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
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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
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€ 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 .
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MASTER - LUXURY BUSINESS FINAL PROJECT JUN 2021 CHIEHYI LIN YISHAN WEN WENYU HU WENHAO WEN