M. Victoria Burns Maddy Keck Reagan Kinsella Madelynne Nagel
BRAND IDENTITY Mansur Gavriel is the expression of Rachel Mansur and Floriana Gavriel through attention to simplicity and colors. Working with the idea of “value of materials above all else� allows ideas to flow with clean focus on the design, rather than exotic patterns and distracting elements. Conscious of their carbon footprint, the brand produces 100% of its products in Italy. With iconic pink stores and classic bags, Mansur Gavriel has created a minimalistic, yet colorful space that allows women of similar tastes to feel at home.
TARGET CUSTOMER ! ! ! !
Professional Business woman in her 30’s Simple & Sophisticated Admires and appreciates natural beauty In her free time enjoys: ○ Going to the market ○ Taking walks ○ Grabbing lunch with friends ○ Traveling
KEY COMPETITORS
YOLKE
OLIVIA von HALLE
VICTORIA SECRET
SAKS FIFTH AVENUE, NORDSTROM, ETC.
Strengths ! ! ! !
SWOT ANALYSIS
Extension allows brand to be with customer 24/7 Brand has loyal customer base that will carry through to the extension Brand has a compelling brand identity Focus on color and fabric quality
! ! !
Weaknesses !
Brand has a mediocre social media following
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Customer may be hesitant to spend a designer price for sleepwear Brand is new to the sleepwear market place, as opposed to brands that have been in the market
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for years, like Victoria’s Secret
Opportunities
Brand can use sleepwear to expand their social media presence Brand can use this extension to reach out to influencers Sleepwear can attract new customers and deepen relationships with existing customers
Threats ! !
Products are easy for competitors to recreate for a lower price Victoria’s secret dominates the sleepwear market
@MansurGavrielSleepwear
GAVRIEL GIRLS
Emily Winter Park, Florida
Sterling Atlanta, Georgia
Elinor Sacramento, California
Grace Katonah, New York
ASSORTMENT PLAN Boysenberry
Peach
Lemon Drop
ASSORTMENT PLAN
Collaborators Photographers: Walker Corl Mattie Ott
Models: Elinor Hilton Emily Charles Sterling Jones Grace Amerling