PURPOSE This FMP will draw on and expand upon my 360 campaign values and conclusion to interrogate how high end luxury brands can be accepted by Generation Z by being a part of the Dover Street Collective. This collaboration will act as a steppingstone for luxury brands to start to build a renewed relationship with Generation Z informing emotional attachments that provide loyalty and a future proofed connection. This strategy will create a symbiotic relationship between Chanel and DSM, each gaining something from this campaign. Chanel the opportunity to renew their brand identity whilst maintaining their values and heritage giving the brand a new meaning to Gen Z consumers. On the other hand, DSM will gain another high-end brand drawing a younger Generation Z into their store to find the beautiful chaos inside. This fusion will also ensure a new experience for Gen Z allowing them to gain a new understanding of high-end luxury brands, subsequently securing their future. My concept will look to solve the oxymoron of how Chanel can transform its traditions and be curated to fit seamlessly into a DSM space, storytelling Chanel’s heritage in a new way fit for the future.
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