Mansur Gavriel Jewelry: A Brand Extension

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Madeleine Green & Anthony O’Baner

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FASM 310-01 - Winter 2018

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Professor Donald Levy


“MANSUR GAVRIEL PRESENTS HIGH QUALITY, ITALIAN

MADE PRODUCTS WITH GREAT ATTENTION TO MATERIAL, COLOR AND DETAIL. DESIGNED IN NEW YORK CITY AND

PRODUCED IN ITALY, MANSUR GAVRIEL WAS FOUNDED BY RACHEL MANSUR AND FLORIANA GAVRIEL IN 2012.”


MEET RACHEL & FLORIANA. Rachel Mansur and Floriana Gavriel met in 2010 an XX concert as art school graduates. Rachel was then living in Los Angeles, while Floriana was in Berlin. After establishing a friendship, the two artists discussed a line via e-mail, thus leading to the creation of Mansur Gavriel. Having a shared aesthetic, the two initially drew inspiration from Donald Judd, Keith Haring, and old-Hollywood glamour. The goal was to make a seasonless staple that anyone can love and carry year-round.


“Rach e l t ook m e t o t he flow e r m a r k et , w hic h w as am azin g bec ause we ’re b ot h so obses se d wi t h e ve r yt h in g tha t i s nat u r a l and has a sim ple beaut y : flow er s, le ath e r, c ashm ere, c ot t on.”

— Floriana Gavriel


P R O D U C T Mansur and Gavriel’s goal was to take traditional vegetable tanned leather, a material mostly used in men’s accessories, and create a product that is feminine, sharp, cool, and elegant. They wanted a classic. A gap was within the market and the duo seized the opportunity by creating a bag that was casual enough for everyday use, but luxurious enough to be eye-catching. They wanted clean, detailed, and quality within the $400-$1,000 price point. The label launched their apparel in Fall 2017. Product images courtesy of Mansur Gavriel


Product images courtesy of Mansur Gavriel


COMPETITORS via David Yurman

JEWELRY Mansur Gavriel’s jewelry competitors consists of companies with heritage, aspirational and affordable pricing, and similar style characteristics.

via Celine Archives

via Tiffany & Co, YouTube


BUSINESS COMPETITORS Mansur Gavriel’s “aesthetic” competitors entail similar business models, apparel and accessory styles, and price-points of a similar or more affordable caliber. via Cos Magazine

via Frankie Shop Blog

via VogueRunway, Celine


“We’re not interested in keeping up with trends, we just want to make something that will be beautiful now and beautiful in ten years. Those are the only kinds of products that we want to make.”

— Rachel Mansur


Images via Google

D E MOGR AP H IC

PSYCHOGRAPHIC

Age: 18-32

Why Mansur Gavriel? Functional, versatile, and

Marital Status: Single/Dating or Married

stylish bags that can hold school books or pampers

Education: In College, College Graduate (B.F.A.)

Interests: Fashion and jewelry, food, discreet resorts

Occupation: Student, Blogger/InfluenceWr, Luxury

Lifestyle: Fast-paced, but enjoys escaping; tech-

savvy; family-oriented; walks or utilizes public transit

Retail Sales Associate/Manager

C u s to m e r Pr o f ile


I N S P IRATI O N F O R C A PS UL E C O L LEC TI O N Mansur Gavriel’s inaugural jewelry collection is inspired by reinterpreting classic silhouettes and designs from the label. Bag shapes, like the handles of their circular bags, are put into perspective for elegant jewelry pieces, alongside strap detail being incorporated with timeless finishes. Beyond the vision of timelessness and simplicity, we designed with organic lines to replicate the fluidity of Mansur Gavriel’s beautiful, Italian-made tuscan leather. We wanted to do a jewelry collection for Mansur Gavriel as jewelry is becoming a more prominent accessory seen in street style. It would be a great opportunity for the company to capitalize on, especially since they have a rich, distinctive aesthetic.


THE M ARK ET Information courtesy of Euromonitor

VALUE $ 2017: 964.4 million 2018: 946.5 million 2019: 945 million 2020: 957.8 million 2021: 979.7 million 2022: 1.01 billion VALUE % 2017: -6.7% 2018: -1.9% 2019: -.2% 2020: 1.4% 2021: 2.3% 2022: 3.1%

“...local consumers spent less money on luxury accessories like jewellery and watches whilst spending more on experiences (leisure and recreation)... spending by foreign tourists decreased as they travelled to the US less due to the stronger US dollar, new travel restrictions and visa criteria. Also, with the continuing athleisure trend, consumers wear less jewellery with their outfits. As consumers can find better deals online, this puts pressure on traditional retailers.” “However, the growing number of women with higher education and in the workforce has led to their having greater purchasing power. These consumers are willing to purchase luxury jewellery for themselves, and to wear with different outfits. This trend is creating a great opportunity for luxury brands to grow over the forecast period.” “With the rapid rise of online users, consumers are increasingly using social media for style inspiration.

In order to attract online shoppers, luxury jewellery players are using digital advertisements and marketing, and opening accounts on different social media platforms to engage and build relationship with consumers.

They are no longer using social media platforms simply as a marketing tool but also encouraging or even completing sales transactions.”



T R END IN F O R M AT I O N : S /S 19/20 “MOLDED, MANIPULATED AND CURVILINEAR METALS APPEAR TIMEWORN IN MATTE AND LIQUID GOLD SHINE...” “Metallics defy logic for A/W 19/20 with fluidity and movement, seen via luxurious chains, antique and vintage mesh metals, innovative fluid woven metals and elaborate fringing. Whether as a design detail or fluid whole, liquefied metallics offer a sensuous material direction.”

Information & images via WGSN


TREND INFORMATION S/S 19/20 Key trends discovered from WGSN that correlate and are infused into our designs for Mansur Gavriel’s inaugural jewelry collection.

OFF-KILTER

BEAD-CRAFT

EMBELLISHMENT VEIL

- Geometric - Individuality reigns - Appreciative of 90’s minimalism

- Offers a vintage appeal - Bead features for pops of color

- Drape is key - More put-together look - Adds sparkle


OUR +

COLORS MATERIAL

STERLING SILVER Mother of Pearl Beads

NU-GOLD (Jewelers Bronze)


RENDERINGS Spec sheets for each item are on final pages.

Front Back

Front Back

Front

Back


“S” hook Fastener



THE TWIST RING Mansur Gavriel’s key item for the inaugural jewelry collection will be The Twist Ring. Expertly crafted by artisans in Italy, this ring nods to the minimalist aesthetic with a simple twist. Stack yours with other dainty jewelry for added style.

Colors: Nu-Gold, Sterling Silver Wholesale price: $15.06 Retail price: $130 Markup: 88% K ey I t em



M A N U FA C T U R E R BOLZON GIOIELLI

Via Postale Vecchia 120, 36070 Trissino VI, Italy

“Our strength comes from many years of artisan experience and we have designed a line of entirely handmade jewellery that takes its inspiration from the workmanship of the gold era and from geometric minimalism.�

Image courtesy of Bolzon Gioielli


STYLE

T&A

CALENDAR

NAMES

Style Numbers 101-110

SEASON:

Spring / Summer

VENDOR:

Bolzon Gioielli

COUNTRY OF ORIGIN: Italy

Maddie Green and Anthony O'Baner

IN STORE BY 2/1/19 ORDER CONFIRMATION/PRODUCTION RESERVATION DATE

8/1/2018

COMPLETE COLOR BREAKDOWN DUE

8/1/2018

1ST FINISH TECHNIQUE APPROVAL DUE

9/1/2018

2ND FINISH TECHNIQUE APPROVAL DUE

9/14/2018

FINAL FINISH TECHNIQUE APPROVAL DUE

9/30/2018

1ST LOOK SAMPLE SUBMIT

9/1/2018

IST LOOK SAMPLE COMMENTS DUE

9/30/2018

2ND LOOK SAMPLE SUBMIT

10/1/2018

2ND LOOK SAMPLE COMMENTS DUE

10/31/2018

FINAL LOOK APPROVAL DUE DATE

11/1/2018

AD SAMPLES SUBMIT

11/15/2018

METAL IN FACTORY(PRODUCTION COO) DATE

11/15/2018

ACTIONABLE PREPRO SUBMIT

11/15/2018

PRODUCTON CUTTING

12/1/2018

PRODUCTION ASSEMBLY COMMENCE

12/1/2018

TOP SAMPLE SUBMIT

12/15/2018

SHIPMENT AT CONSOLIDATOR DATE

1/1/2019

IN DC (20TH OF THE MONTH)

1/20/2019


U N I T ASSORTMENT

STYLE NUMBER

SHIPPING COST (AIR) PER ITEM

DESCRIPTION

% TO TOTAL

TOTAL UNITS

AVERAGE MONTHLY UNITS

LANDED COST PER UNIT TOTAL COST

RETAIL PER UNIT

TOTAL RETAIL

TOT MARGIN $

MARKUP %

101 Crescent Earring

15%

750

125

$15.16

$11,370.00

$130.00

$97,500.00

$114.84

88%

102 Bag Strap Earring

10%

500

83

$15.40

$7,700.00

$130.00

$65,000.00

$114.60

88%

103 Twist Ring

7.5%

375

63

$15.06

$5,647.50

$130.00

$48,750.00

$114.94

88%

104 Pearl Drop Earring

10%

500

83

$17.68

$8,840.00

$150.00

$75,000.00

$132.32

88%

Diamond Drop Chain 105 Earring

10%

500

83

$21.58

$10,790.00

$180.00

$90,000.00

$158.42

88%

106 Twist Necklace

15%

750

125

$18.16

$13,620.00

$150.00

$112,500.00

$131.84

88%

107 Beaded Hoop Earring

7.5%

375

63

$15.35

$5,756.25

$130.00

$48,750.00

$114.65

88%

108 Twist and Chain Earring

7.5%

375

63

$16.31

$6,116.25

$150.00

$56,250.00

$133.69

89%

109 Drop Chain Pearl Earring

10%

500

83

$16.94

$8,470.00

$150.00

$75,000.00

$133.06

89%

110 Hoop Earring

7.5%

375

63

$15.25

$5,718.75

$130.00

$48,750.00

$114.75

88%

TOTAL

100%

5000

$382.45 $1.02

$84,028.75

$717,500.00


E D I T O R I A L I N S P I R AT I O N Our concept for Mansur Gavriel’s jewelry launch is to take aspects that inspire the duo: flowers, timelessness, and femininity, and translate it into a campaign. Highlighting the jewelry amidst bouquets and individual flowers, we effectively communicate the essence of Mansur Gavriel that is true to the brand and its aesthetic.

Images courtesy of Pinterest


E D I T O R I A L

Jewelry designed by Maddie Green Photography by Angie Stong




ADVERTISING


W E B S I T E


SOCIAL

MEDIA

For social media, we will utilize our platforms to promote the digital launch of Mansur Gavriel jewelry. Images from our campaign will be utilized as content that directs the consumer to the direct page of the full collection. Alongside promoting the jewelry, we will send our product to leading influencers who are friends and followers of the Mansur Gavriel brand and collaborate with them in paid advertisements to boost the recognition of the jewelry collection.


LAUNCH EVENT MANSUR GAVRIEL 620 MADISON AVE NEW YORK, NY 10022

Mansur Gavriel will be launching their inaugural jewelry line at 620 Madison Avenue at 7 pm. The invite-only event will host exclusive clientele, allowing for Floriana and Rachel to narrate the inspiration behind the collection. EXCLUSIVE PREVIEW @ 7PM. INVITE ONLY. RSVP @ RSVP.J@MANSURGAVRIEL.COM

Production budget: $10,000 Carmine’s Italian Catering: $7,000 max

(hors d’oeuvres, bottles of wine/champagne, etc.)

Influencer marketing: $10,000

Store images courtesy of Mansur Gavriel


PACKAGING

Packaging for the Mansur Gavriel jewelry collection will keep true to the minimalist and clean look of the label. Currently, Mansur Gavriel uses a blush tint of pink for their bags and logo; however, we will utilize the same color and update the logo with an exclusive jewelry shopping bag to have a silver- or gold-tone sheen. The jewelry boxes will have the Mansur Gavriel logo embossed, with a satin interior in the Mansur Gavriel pink hue.

Mock-ups found via GraphicBurger and Google


ANY QUESTIONS?

Photograph by Charlotte Wales for Vogue


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