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CONTENTS 6-7 :PURPOSE 28-29: PLACE 30-37 :PROMOTION 38-39 : MARKETING 40-41 : LOOKBOOK 42-43 : FUTURE
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The purpose of this book is to portray a conceptualised outcome of this collaboration campaign between DSM and Chanel. This book outlines an in-store campaign within Dover Street Market aimed at 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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STEP INTO THE TRADITIONALLY UNTRADITIONAL
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PLACE
This campaign will be promoted within Dover Street Market in
London. This side of the campaign will focus on the experience gained from within the store. Dover Street is known for its curation of spaces and installations, something this campaign will not overlook. As is the CDG way, volume, shape and texture is extremely important to this install making it recognisable yet intriguing. The installation for this collaboration will rest on influences from Chanel’s want to sell instore only and the streetwear influence in this collaboration. This pop up will be available for a short amount of time for example 4 weeks, to allow enough desire to form due to its limited time, however enough time for many people to view it increasing reach. 29
When entering Dover Street all senses are stimulated, something important to consumer experience. This campaign will look to follow this. When viewing Dover Street Market from the outside, the large white balls in the windows will
PROMOTION
disrupt the view inside however the windows will
textured juxtaposing the softer clothing in the
introduce the collaboration subtly with the logo
capsule. The sounds inside will be an audio
placed where the current logos are,
translation of the space, with textural sounds
drawing attention. When entering Dover Street
and hip hop/90s tones running throughout to
consumers will be directed to the basement floor.
allude to the streetwear on the basement floor.
Surrounded by established streetwear brands,
The smell will be faint tones of No5 and fresh
this collaboration is set in its own space slightly
earthy scents reminiscent of the streets. The
more secluded from other brands to elude
scent won’t be overpowering yet act as
exclusivity, yet it blends into the space
another reminder of the experience in store.
seamlessly. An innovative design, the space fol-
There will also be a number of touch points
lows DSM’s ‘anti-luxury’ nature and is industri-
inside consisting of the clothing itself, look
al and structured in feel playing on the box like
books and a photobooth. As well as the overall
shapes of a Chanel perfume bottle, similar to
experience, consumers enjoy something to do
the inspiration of my shoot. The space can be
in-store that adds to their memories. Photo-
viewed from 360 degrees giving an open and
booths are enjoyable and fun and popular with
inviting feel with imagery on the walls
younger consumers with other shops such as
telling the story of the collection as consumers
Urban Outfitters hosting photobooths. As well
walk through. The space utilises a Chanel store
as another form of income, this would give an
front to allude to the feeling of exclusivity and
instant take away and memory of this
the luxury nature of Chanel, yet shows Chanel
collaboration to be kept for years to come.
in an untraditional setting with skateboards
With queues expected outside, refreshments
encasing mannequins behind a Chanel shop
may be offered to those in the line so taste
window. The floors are harsh, grey, concrete and
senses will be met with this.
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IN-STORE VIEW ONE
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H T O O B O T O H P E R O T IN-S
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IN-STORE VIEW TWO
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GUERILLA MARKETING This collaboration will also be promoted via posters and other subtle marketing. Posters placed in unusual areas and cultural hubs will capture attention of Gen Z and hence will stir their imagination as to what the collaboration is. This has been successful for other streetwear brands such as Supreme placing posters on bins, tube stations and walls around hubs in London. Moreover, given Dover Streets secluded nature out of the hustle and bustle of the main London streets, this subtle marketing matches their brand well bringing in those of similar philosophy and 38
interests.
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LOOKBOOK This collaboration would also be promoted via a look book that would be sold in-store telling the story of the collaboration. This has proven a popular method of promotion to Dover Street Market in the past with brands such as Vetements and Gosha Rubchinskiy releasing limited edition look books that created queues down the street of customers hoping to buy a copy. Despite the love of social media this generation has, having a keepsake or take-away is still crucial to them in affirming their relationship with a brand so books are perfect way of expressing a collaboration curation in a new format. 40
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FUTURE
This campaign also has the opportunity to future proof, with this pop up moving to the other DSM stores around the globe to encourage global engagement with Chanel or this pop up could extend into a full-time space for Chanel in Dover Street. This would give Chanel the opportunity to have a permanent residence where consumers can interact with the brand furthermore, the renewal of installations twice a year would allow Chanel to change and bring something new and exciting to consumers following this concepts methodology. 43
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Olivia Buckley 1901813 Brand Management AD6606 Conceptual Campaign Book
