FASM 400 FALL 2017 BY: KELSEY CADENAS KENDALL JACKSON JESSICA RIVERA MADDY MULVIHILL SOPHIA LEWIS
TABLE OF CONTENTS 1
COMPANY OVERVIEW
2 3
TARGET CONSUMER
SUSTAINABLE PRODUCT’S 5 P’S
4 5
SWOT ANALYSIS
COMPETITOR ANALYSIS
6
IMAGES OF PRODUCT
IN-STORE SIGNAGE E-MAIL BLAST
7
8
DIGITAL MARKETING WEB PAGE WINDOW DISPLAY 10 SOCIAL MEDIA STRATEGY
11
9
COMPANY OVERVIEW
“BEAUTIFUL CHAOS”
- Founded by Rei Kawakubo and her partner Adrian
Joffe.
- DSM is a retail arm of Comme des Garcons founded by Rei in 1969. - DSM introduced an industrial, anti-luxury scene by mixing high and low in brands. - They are known for opening store in unsuspecting locations. - First store opened in Mayfair in 2004, followed by Tokyo in 2006 and NYC in 2013. - Visually exciting synergy of visions all put
together by the various artists designing their own retail space.
- March 2016 DSM relocated to Haymarket where it is now housed inside the original Burberry building, tripling its retail space.
REI KAWAKUBO
- Hosting various collaborations with designers and artists DSM’s window displays have become iconic.
LOCATIONS
LONDON
TARGET CONSUMERS
PSYCHOGRAPHICS - CAREER DRIVEN ARCHITECT - NOT SOFT SPOKEN - PURCHASES FOR QUALITY - NEVER BEEN MARRIED NO CHILDREN BUT HAS A SERIOUS PARTNER - ENJOYS RESEARCHING ANATOMY AND NEW TECHNOLOGICAL ADVANCES FOR ORGAN
DEMOGRAPHICS: 1 LIVING IN LONDON 2
BORN IN POLAND
3 FAMILY MOVED A LOT WHEN GROWING UP 4 TRAVELS FOR WORK FREQUENTLY
TRANSPORTATION - LIKES UNKNOWN OUTCOMES - EXTREMELY OBSERVANT - VERY ADVANCED SOCIAL SKILLS - INTROVERT WHEN WORKING ON A PROJECT, BUT ENJOYS SPENDING TIME ALONE - CONSTANTLY CARRIES A JOURNAL - CONSTANTLY RESEARCHING SOCIAL ISSUES AND INNOVATIVE ACCOMPLISHMENTS - VERY CRITICAL ALWAYS LOOKING FOR A WAY TO DO SOMETHING BETTER. - LOVES FASHION BUT MAINLY PURCHASES STAPLE PIECES NOT STATEMENT PIECES MORE ABOUT FUNCTIONALITY AND UTILITY.
AGUSIA FEMALE 55 YEARS OLD INNOVATOR
- NOT A PET PERSON DUE TO FAST PACED LIFESTYLE.
PSYCHOGRAPHICS - TWO TWIN GIRLS THAT ARE 6 YEARS OLD - MOVED TO NYC TO LIVE WITH HER HUSBAND WHO IS A PARTNER AT A LAW FIRM. - SHE IS A PEDIATRICIAN - DOESN’T SMOKE OR DRINK - BUYS PRODUCTS IF THEY HAVE BEEN PROVEN TO LAST - HER DAILY LOOK WHEN NOT WORKING IS USUALLY CHIC - MONOCHROMATIC WITH A STATEMENT PIECE USUALLY JEWELRY.
DEMOGRAPHICS:
- DOESN’T WEAR HEELS HIGHER THAN 2 INCHES MORE INTERESTED IN BE COMFORTABLE - READS MAINLY NON-FICTION NOVELS
1 BORN AND RAISED IN CHICAGO, ILLINOIS 2 LIVES IN FIDI NYC
- IS A MEMBER AT ALL THE ART MUSEUMS AND VISITS THEM OFTEN - PLAYS THE PIANO - FAMILY ORIENTED - ONLY USES APPS THAT ARE RESEARCH ORIENTED - THINKS OF TECHNOLOGY AS A UTILITY - RUNS EVERY MORNING AND DOES YOGA - HEALTHY DIET - ONLY EATS ORGANIC -TRIES TO ONLY BUY SUSTAINABLE/FARE TRADE GOODS
AMILIA TAYLOR FEMALE 35 YEARS OLD THINKER
PSYCHOGRAPHICS - IMPULSIVE PURCHASER - MAKES MONEY TO SPEND MONEY - THRIFTS AND SELLS CLOTHS ON DEPOP - WENT TO COLLEGE FOR POLITICAL SCIENCE WITH A MINOR IN FILM AT NYU. - RIDES BICYCLE AS MAIN TRANSPORTATION - SPENDS A LOT OF TIME EXPLORING NYC - LOVES SEQUENTIAL ART AND CARRIES AROUND A SKETCHBOOK.
WRIGHT WILLIAMSON MALE 22 YEARS OLD EXPERIENCER
- SUBSCRIBES TO SEVERAL FASHION/ LIFESTYLE BLOGS.
DEMOGRAPHICS: 1 FROM DENVER, CO 2 MOVED TO NYC TO GO TO NYU 3 LIVES IN BROOKLYN WITH 4 ROOMMATES 4 TRAVELING EXPERIENCES FROM YEARS
ABROAD AND FAMILY EURO TRPS.
- PLAYS THE GUITAR, SAXOPHONE AND PIANO - UTILIZES ALL SOCIAL MEDIA PLATFORMS AT EXCESS - ATTENDS EVERY SOCIAL EVENT - HAS A LARGE SOCIAL CIRCLE - ENJOYS HORROR AND FOREIGN FILMS - LIKES INTERACTIVE EXPERIENCES - ADRENALIN JUNKIE LOVES SNOWBOARDING AND WANTS TO TRY SKYDIVING.
THE 5 P’S
1
2
3
4
PRICE: $150-$280
P R O D U C T:
5
BRONZE MONEY CLIP WITH BROOM CASTED PENDANT BRUSHED WITH GOLD LEAF.
PLACEMENT MONEY CLIPS WILL BE MERCHANDISED IN ALL BRICK AND MORTAR STORES, BUT NOT ON THEIR E-COMMERCE WEBSITE.
PROMOTION PRODUCTS WILL BE PROMOTED THROUGH POSTING INSTAGRAM IMAGES ON MAIN DSM ACCOUNT, E-MAIL BLASTS TO CURRENT SUBSCRIBERS TO DSM AND IN STORE SIGNAGE DISPLAYED IN THE STORES.
6
PEOPLE FKA TWIGS WILL BE THE SPOKESMODEL FOR OUR COLLABORATION. HER INNOVATION AND FRESH STYLE WILL COLLIDE SEAMLESSLY WITH THE DOVER STREET MARKET STRUCTURE. TWIG’S CONTINUOUSLY PUSHES BOUNDARIES WITH HER EXPERIMENTAL WORK, WHICH IS WHAT DSM STRIVES TO DO WITH THEIR PRODUCT ASSORTMENT. HER MILLENNIAL FOCUSED YET ECLECTIC FAN BASE WILL ALSO INTRODUCE NEW CONSUMERS TO DOVER STREET MARKET, ALLOWING FOR A GROWTH FOR OUR OWN CUSTOMER BASE.
S U S TA I N A B I L I T Y INTERNATIONAL SCRAP TRADE DATABASE
SWOT ANALYSIS
STRENGTHS - CARRIES PRODUCTS THAT ARE EXCLUSIVELY MADE FOR DOVER STREET MARKET. - EACH SPACE IN THE STORE IS
WEAKNESSES - VERY LITTLE LIMITED AMOUNT OF MARKETING DONE. - THERE IS AN INCONSISTENCY IN AESTHETIC BETWEEN THEIR SOCIAL
COMPLETELY DIFFERENT FROM ONE
MEDIA ACCOUNTS AND THE OVERALL
ANOTHER.
LOOK AND BELIEF IN CREATIVE
- STRONG SENSE OF ARTISTIC EXPRESSION AND ARTIST COLLABORATION. - STRONG SENSE OF BRAND IDENTITY THROUGH OUT DIFFERENT PRODUCT
EXPRESSION THAT IS SEEN IN THEIR BRICK AND MORTAR. - INCONSISTENCIES CAN SEND A CONFUSING MESSAGE TO THEIR CONSUMERS.
LINES.
OPPORTUNITIES
- MAKE THE BRAND MORE PERSONAL
T H R E AT S
- AS MORE RETAILERS ARE BECOMING
AND EDUCATE THE CONSUMER
MORE EXPERIMENTAL WITH THEIR IN-
MARKET.
STORE DESIGNS AND LAYOUTS,
- BEING MORE VOCAL ON THEIR ETHICAL BUSINESS PRACTICES. - COLLABORATION WITH INFLUENCERS TO EXPAND BRAND EXPOSURE.
DOVER STREET IS NO LONGER STANDING OUT AS THE UNIQUE RETAILER IT USED TO BE.
COMPETITORS
BRANDS CARRIED: 1
JILL SANDER
2 DRIES VAN NOTEN
LN-CC LONDON
3
RAF SIMMONS
RETAIL SPACE: CONCEPT STORE WITH THEMED ROOMS CATERING TO EACH UNIQUE COLLECTIONS. THE RETAIL SPACE IS ORGANIZED SIMILAR TO A NIGHTCLUB WHERE THERE ARE PRIVATE ROOMS ALL DIFFERENT FROM EACH OTHER.
OPENING CEREMONY OMOTESANDO TOKYO BRANDS CARRIED: 1 BAND OF OUTSIDERS 2
KENZO
SLKSADSD
RETAIL SPACE: 4 STORY STORE SPACE WITH RADICAL DISPLAYS AND COLORFUL STAIRWAYS. THIS LOCATION IS THEIR FLAGSHIP. ALL DISPLAYS REFLECT THE WORK OF THE COLLECTIONS BEING PRESENTED. 127 STORES TOTAL.
BRANDS CARRIED: 1 MAISON MARTIN MARGIELA
TRES BIEN
2
MISSONI ALSKDF
3 CARVEN
A;KSDJ
LOCATION: MALMO, SWEDEN
RETAIL SPACE: IMPECCABLY CLEAN MENS STORE SPACE. ONE OF THEIR ONLY PHYSICAL STORES (PRIMARILY ONLINE)
PRODUCT IMAGES
PROCESS
PROCESS
IN-STORE SIGNAGE
E-MAIL BLAST
EMAIL DSMNY E-SHOP CONTACT
- EMAIL BLAST WILL BE SENT OUT TO ALL CURRENT DOVER STREET MARKET SUBSCRIBERS. - EMAIL WILL CONTAIN IMAGES OF THE PRODUCT. - WHEN YOU CLICK ON THE IMAGES ON THE EMAIL IT WILL TAKE YOU TO THE LANDING PAGE OF THE DOVER STREET WEBSITE WHERE THERE WILL BE AN IN DEPTH PRODUCT DESCRIPTION AND ASSORTMENT OF THE DIFFERENT VARIATIONS OF MONEY CLIPS THAT WILL BE SOLD IN STORES.
Introducing the new DSM X Comme Des Garcons collaboration exclusively for Dover Street Market. Available in store only beginning December 1.
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DIGITAL MARKETING WEB PAGE
DSM X CDG
INTRODUCING: DSM X COMME DES GARCON
- THE LANDING PAGE WILL SHOWCASE PHOTOGRAPHIC EDITORIAL IMAGES WITH THE PRODUCT. - THEIR WILL BE A BRIEF DESCRIPTION ABOUT THE COLLABORATION BELOW THE PROMOITONAL IMAGES. - WHEN CLICKED ON THE IMAGE, IT WILL TAKE YOU TO THE DSM X CDG PAGE WHERE THERE WILL BE DESCRIPTIONS ABOUT THE SUSTAINABLE PRACTICES USED TO MAKE THE PRODUCT AS WELL AS THE DIFFERENT PRODUCT ASSORTMENTS THAT WILL BE INCLUDED IN THE
INTRODUCING THE NEW DSM X COMME DES GARCONS SUSTAINABLE JEWELRY COLLABORATION EXCLUSIVELY FOR DOVER STREET MARKET. IT WILL BE AVAILABLE IN STORE ONLY BEGINNING DECEMBER 1. CLICK HERE TO LEARN MORE ABOUT THE PRODUCTS AND COLLABORATION.
COLLABORATION.
DISPLAY
- MONEY CLIPS WILL BE DISPLAYED IN GLASS CASES. - WILL BE INCORPORATED IN THE JEWELRY SECTION ON THE FIRST FLOOR OF THE DOVER STREET MARKET STORES. THIS IS WEHRE THEY HOUSE ALL THEIR JEWELRY AND METAL COLLECTION PRODUCT ASSORTMENT.
SOCIAL MEDIA STRATEGY
- IN ORDER TO PROMOTE OUR PRODUCT WE WILL BE POSTING ON INSTAGRAM. TO ENGAGE CUSTOMERS WE’LL POST A MOOD BOARD DISPLAYING THE DESIGN INSPIRATION FOR THE COLLECTION, AS WELL AS IMAGES SHOWCASING PRODUCT AND THE DIFFERENT WAYS IN WHICH IT CAN BE USED.
THANK YOU