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CONTENTS 6-7 :PURPOSE 14-29: PRODUCT 30-31 :PRICE 34-35 : PHYSICAL EVIDENCE 38-43 : PROMOTION 16-17 : INSTAGRAM CAMPAIGN 50-51 : REEL STATICS 4
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The purpose of this book is to portray a commercialised outcome of this collaboration campaign between DSM and Chanel. This book outlines possible products, prices and a social media campaign that would resonate with a Gen Z consumer meeting my concept of creating a new emotional connection between luxury brands and younger consumers. This book is presented in a look book format that would also be used to market this collaboration within Dover Street Market, acting as a keepsake and promotional tool.
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CHANEL 00000022 10
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PRODUCT The products in this capsule will range from
significance or are likely to sell the pieces on
basic ‘streetwear’ items including t-shirts,
in future following current trends, preventing
bucket hats and hoodies and smaller
them ending up in landfill. This clothing will
collectable items such as brooches, stickers
also cater to a Gen Z consumer who looks
and rebranded iconic Chanel items like the
for comfort and quality within the luxury
No5 perfume and Rouge lipstick. Clothing
pieces they choose to buy. The pieces in this
products would feature streetwear styles with
collection will also be genderless, despite
a refined look, giving Chanel new life and
Chanel being a womenswear brand, the
image whilst maintaining its identity. These
brands within Dover Street do not specify the
items will also allow Chanel to be perceived
collections as women’s or menswear aiding
as more playful and relatable embracing
the inclusivity of the store something this
CDG Play’s younger branding.
capsule will mirror to be inclusive and accessible for a range of consumers.
The clothing will form a capsule and will be
Moreover, the bold graphics and logos on
limited in quantity to build ‘hype’
the t-shirts and hoodies will follow a
surrounding the collaboration drawing more
monochrome colour scheme with a pop of
consumers in. The exclusive nature sits well
colour allowing consumers to incorporate
within Chanel’s values but also shows
items from the collection into their everyday
understanding of the streetwear
wardrobe whilst maintaining the identities of
phenomenon. Furthermore, the limited
both brands. These products will act as an
nature of this collection also lends itself
instant identifier of the collaboration
towards sustainability as consumers are un-
building the community of consumers who
likely to throw away something of
have bought them.
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Limited Edition Stickers
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CHANEL 00000022 LONDON
CHANEL 000000695 GINZA
CHANEL 000000160 NEW YORK
CHANEL 00000018 SINGAPORE
CHANEL 00000011 BEIJING
CHANEL 000000606 LA
In this collection are a number of redesigned Chanel lipsticks, a playful take-over of the casing incorporates the iconic CDG polka dots. Mixing two iconic emblems together in a simplistic manner, this smaller keepsake item is aimed at being a collector’s item for those with a smaller budget. A main identifier for the brand, the iconic red lipstick is key in this campaign and imagery. There are 6 lipsticks in this collaboration representing the 6 DSM stores around the world, each named with the locations of the stores and black colour code eg: 00000022 for the London store. This gives this collaboration a global edge expanding the reach of both brands.
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CHANEL SLINGBACKS 27
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Chanel products and clothes are priced highly due to their luxury status for example the Classic Flap Bag is upwards of £8000, the exclusivity of these items commands the prices and older more established consumers are willing to spend more. However, Chanel does have lower priced items in its range from make-up to perfume ranging from £23 for an eye pencil to £200 for a No5 Perfume. On the other hand, previous DSM collaborations have seen prices from approx. £40-£200 for items such as Vans, T-shirts and hoodies. These prices have proved to be successful with collections selling out and being resold for sometimes double the original price online. It is these lower prices that will appeal to younger audiences, despite their high spending power, Gen Z are specific shoppers who do not spend over the odds for
PRICE something they do not see as valuable or to have quality. Therefore, the clothing and products in this capsule will follow a more inclusive and affordable yet luxury price tag to ensure the brand image of Chanel is not cheapened. Having researched into other luxury streetwear brands and their price ranges such as OffWhite, Fear of God and Vetements, they sell their items at approx. £160-£220. For this collaboration, a range of prices similar to these would be beneficial so as not to undermine Chanel’s quality and prestige. The purpose of this collaboration is to give Gen Z as chance to buy into a luxury brand building their relationship therefore prices will start at £160 for a t-shirt and increase for larger items such as hoodies.
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PHYSICAL EVIDENCE The packaging of collaborations is often more important to some than the products they have bought, as it acts as a symbol of a new purchase and identifier of the community you have aligned to. The packaging for this collaboration will see swing tags, tissue paper and bags using the collaboration logos and branding to maintain the theme of both brands coming together. Currently both brands use paper bags, instead of these the collaboration pieces will come in one of 2 branded fabric tote bags, again to make this collaboration more sustainable but to act as another keepsake acting as a reminder
to consumers. Dover Street currently wraps its products in branded tissue paper, this will be re-branded with the collaboration logo to give another luxury feel to the pieces bought. Swing Tags will encompass both logos and will have a snippet of information on the over leaf about the collaboration acting as an authentication card that usually comes with Chanel’s products. The tags will also have a QR code on to more information behind the collection and an overview of both brands again enhancing the consumer relationship with the brand when learning more about 34
them.
SWING TAG EXAMPLES 35
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PROMOTION This overall campaign will have two sides, a more commercialised marketing campaign and a more conceptual campaign marketed within Dover Street. This will allow my campaign to have a multi-faceted approach with diverse media and experiences for my target audience. The main pull of this FMP is the fact that it is a strategy for brands to connect with consumers outside of solely digital means. However, it is important not to lose sight of the role of technology in a world dominated by social media and a digitally native consumer, therefore my campaign is aware of the importance of a digital campaign. Hence, this campaign will look to reach Generation Z tactically via social media channels. Ensuring the campaign branding is maintained across channels as well as a luxury feel is upheld it is imperative to build a strong, meaningful and engaging social campaign. 39
CAMPAIGN OBJECTIVES
KPI
HOW?
1) Generate brand awareness building community and collaboration awareness.
1)This will be measured by reach, number of followers on both Chanel & DSM accounts and traffic.
1)Creating relatable content 2)Creating share-worthy content 3)User generated content ie: Instagram posts/Tik Tok videos of consumers in store 4)Use of #’s to further enhance engagement
2)Generate increased engagement of younger audiences.
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2)This will be measured by reach and engagement rate of content.
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This collaboration will be promoted
the collaboration further driving engagement.
prodominantly via Instagram. 97% of Gen Z
This campaign will be posted on each brands
consumers say they use social media as their
individual Instagram’s to ensure the maximum
top source of shopping inspiration. (Forbes.
reach as well as drawing in new consumers to
com, 2021) Gen Z are now shopping on Ins-
each other’s brands. I have created a content
tagram rather than on websites looking for the
plan (seen in my research book) that outlines
next exciting thing to purchase – showing the
a structured plan of content to post that both
importance of social media to e-commerce.
brands can adhere to.
Social media also allows a consumer-brand relationship to form with Gen Z showing strong
Stories and reels will also be important to this
connections with accounts that align with their
collaboration bringing it to life and grabbing the
interests. By being relatable, playful and easi-
attention of a consumer with an 8 second
ly likeable/sharable brands can increase their
attention span. Reels have proven to increase
engagement rapidly via Instagram.
engagement rate with younger consumers hence their usage in this campaign. To reach
This campaign will draw upon storytelling the
Gen Z, reels and stories will show sneak
collaboration via grid posts as well as stories
previews, behind the scenes and tours around
and reels. Gen Z crave a personable approach
Dover Street to engage with a digitally minded
to marketing that shows the individuality of a
consumer. The reels and stories will maintain
brand, respecting authenticity, and honesty
a luxury feel whilst targeting more relatable
online. This will be adhered to over this
content to ensure they maintain the traditional
collaboration with posts tailored to Gen Z,
values of both brands but in a new engaging
imagery will be engaging with a younger model
way for Gen Z. Over half of Gen Z consider
and short form video content that will engage
shopping to be a social experience – often
an audience with a dwindling attention span.
going with friends, hence sharing and tagging
Alongside the posts themselves, captions will
will be encouraged to widen the reach of this
look to drive curiosity and excitement about the collaboration. drop with #CocoStreetMarket being used to create a further community feeling for people to share their experience or thoughts on 44
INSTAGRAM CAMPAIGN
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STORY EXAMPLE
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REELS & TIKTOK Instagram reels and further content would also be posted onto TikTok. The fact that Chanel and Dover Street are not on TikTok further represents the growing disconnect between luxury brands and Gen Z, with over half of Gen Z stating they use the platform daily. This marketing would require one or both of the brands to create a TikTok account however, to burst onto the scene with a collaboration of this standing would boost their engagement hugely moreover, the sights would be ready for future use protecting and ensuring loyalty of younger consumers. To further drive engagement, hashtags have proven to perform well for other brands on TikTok such as #pradabucketchallenge and #guccimodelchallenge have millions of views, this collaboration’s hashtag will be #CocoStreetMarket a simple and instant link to the collaboration. However other simple hashtags such as #gettingready has over 560 million views and could be used with BTS footage driving simple content in this way will ensure that Chanel does not compromise its image too much yet shows it is keeping up with trends and is relevant to consumers. Moreover, the video I have created used a currently trending sound again to push the engagement of the video and show a light-heartedness to this collaboration with an upbeat and playful tune. 49
INSTAGRAM REEL STILLS
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Olivia Buckley 1901813 Brand Management AD6606 Commercial Campaign Book 52
