Chanel for the Advancements in Technology
Situation Analysis Are you interested in the future? Perhaps the advancements in technology? This spring Chanel will be the face of a new cultural movement. Chanel is partnering with The 3D Printing Experience Team to launch the first ever T&F, Technology and Fashion campaign. The brand currently caters predominantly to females aged 55-‐59, so this campaign is aiming towards a younger audience to connect with the future Chanel shoppers. Founded in 1909, Chanel is an Iconic purveyor of high-‐end apparel, fragrances, accessories, makeup, jewelry, and more. It is a French, privately owned company creatively directed by Karl Lagerfeld. The Chanel couture house is owned by Alain and Gerard Wertheimer, and John Galantic is the US president. The 3D Printing Experience Team works with some of the largest companies in the world as well as individuals with great ideas that are looking to create something unique. Over the past few years’ technology has drastically changed the fashion industry. Images of designs from runway shows can be exposed to world in the matter of seconds with the Internet. Karl Lagerfeld, the creative director of Chanel observes the subject in an optimistic manner, and is at ease with the availability of various possibilities in the fashion industry. The advancements in technology and 3D printing are an increasing topic of discussion in the fashion industry. Karl Lagerfeld believes that 3D printing will affect every aspect of the fashion lifecycle, from idea to consumer. In Chanel’s 2015 Paris Fall fashion show, Karl introduced a few jackets that used 3D printing. What makes this so special is that it has never been done before. Chanel is known for luxury clothing, so their participation in technology will take their reputation to a new level. Their clothing is targeted to an older audience or people with a lot of money. By using this campaign to reach to a younger audience, Chanel will be grasping the attention of potential clients in the future.
Objectives • For Chanel and Karl Lagerfeld to provide the public with a better understanding of the advancements of technology in the fashion industry and its involvement with 3D printing • To make Chanel and Karl Lagerfeld the face of a technological movement: 3D printing • To educate the public about 3D printing because technology is a part of our everyday lives, and in order to keep up with the times everyone must be educated on the advancements in technology. • To grasp the attention of a younger audience because we live in a generation where we must obtain a better knowledge in technology to ensure our skill levels are up to par • To promote the advancements in technology as a positive rather than a negative. • To target a younger audience in order to create aspiration towards fashion, technology, and the brand Chanel. Audiences or Publics • 18-‐30 • Urban • They have cultural literacy • Young fashionistas and those who aspire to be • Interested in the arts The Chanel campaigns ideal audience is a tech-‐savvy, culturally literate young adult (between the ages of 18-‐30). This individual is often found in the city, keeping up with mass-‐media, and forming his/her own opinion about issues through exposure to various social media outlets. Our target customer is always searching for new and futuristic brands/concepts that reflect their personality and urban lifestyle. These individuals are connected to groups across the world by use of the Internet. These are the audiences for this campaign because Chanel usually draws in an older audience, but for this campaign it should be directed towards a younger audience. The different publics below are sought to be the next generation for this brand. These groups are not necessarily current consumers of Chanel, but are in the age realm where they could be in a few years. 31 Connected Bohemians Upper Mid Younger w/o Kids A collection of mobile urbanites, Connected Bohemians represent the nation's most liberal lifestyles. Its residents are a progressive mix of tech savvy, young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew. 2015 Statistics US Households: 1,889,777 (1.56%)
Median Household Income: $67,500 Lifestyle & Media Traits Shop for travel on orbitz.com Use Twitter Visit nytimes.com Watch South Park Eat at Chipotle Demographics Traits Urbanicity: Urban Income: Upper Mid Household Technology: Highest Income Producing Assets: Below Avg. Age Ranges: Age <35 Presence of Kids: HH w/o Kids Homeownership: Renters 21 The Cosmopolitans
Upscale Middle Age Mostly w/o Kids Educated and upscale, The Cosmopolitans are urbane couples in America's fast-‐growing cities. Concentrated in major metro areas, these households feature older homeowners without children. A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-‐intensive lifestyles. (2015 Statistics) US Households: 1,386,646 (1.15%) Median Household Income: $67,500 Lifestyle & Media Traits Shop at Whole Foods Go snowboarding Red Wine Spectator Watch E! Entertainment Television Eat at Au Bon Pain Demographics Traits Urbanicity: Urban Income: Upscale Household Technology: Below Average Income Producing Assets: Above Avg. Age Ranges: Age < 50 Presence of Kids: Mostly w/o Kids Homeownership: Mostly Owners
02 U2 Midtown Mix Diversity is the hallmark of Midtown Mix, a group of mostly younger, midscale urban renters. It's the most tech savvy of the urban social groups and consists of a mix of singles and couples. In Midtown Mix, the households are dominated by consumers who pursue active social lives-‐-‐ frequenting bars, health clubs, and restaurants at high rates-‐-‐listen to progressive music, drive small imports, and acquire the latest consumer electronics. 01 Y1 Midlife Success The seven segments in Midlife Success typically are filled with childless singles and couples in their thirties and forties. The wealthiest of the Younger Years class, this group is home to many college-‐educated residents who make six-‐figure incomes at executive and professional jobs but also extends to more middle class segments. Most of these segments are found in urban and suburban communities, and consumers here are big fans of the latest technology, financial products, aerobic exercise, and travel.
Social Groups (Midtown Mix, Urban Uptown)
Age -‐ Midlife Success
Key Messages • Karl Lagerfeld, the head of Chanel and fashion technology pioneer believes that 3D printing will affect every aspect of the fashion lifecycle, from idea to consumer. • Karl Lagerfeld, the creative director of Chanel observes the subject in an optimistic manner, and is at ease with the availability of various possibilities in the fashion industry. • Over the past few year’s technology has drastically changed the fashion industry. 3D printing is an increasing topic of discussion and is becoming more and more mainstream and available for personal use. 3D printing will not only influence Chanel, but gadget-‐like items and street-‐wear fashion as well. • Technology is a part of our everyday lives, and in order to keep up with the times we must be educated on the advancements in technology. Chanel and Karl Lagerfeld have made it their mission to do so and act as fashion technology pioneers to the public. • Technology will make fashion more unique and original, as well as more functional. Strategies & Tactics • Strategy: Influencer Relations/social media -‐ The best way to earn credibility is to have people of influence tell others why they appreciate your cause – Karl Lagerfeld and Chanel. Make Karl Lagerfeld and Chanel the face of fashion technology. Chanel and Karl Lagerfeld are affiliated with many important fashion industry leaders, companies and organizations who will promote this campaign on social media. o Tactic: 1 – Pitch the story of Karl Lagerfeld and Chanel taking on this venture of teaching the public about fashion technology and 3d printing to national fashion magazines and bloggers including Vogue, WWD, WGSN, Vice, and Buzzfeed by utilizing Chanel’s contacts and providing them with a news release and visual content. The story could be documented through a video news release followed by a brief summary of the campaign. The visual would be Karl Lagerfeld wearing his high white beck blouse, black blazer, black tie with a pin, sunglasses, and gloves while standing in front of a 3D printing machine. The VNR would explain and invite the public to participate in the T&F campaign. o Tactic 2 –Develop a press release schedule and plan to send two press releases a month to each of these publications. Some reasons for the releases would be the announcement of the campaign, the release of the seminar tour schedule, and maybe even the success stories of individuals gaining knowledge about 3d printing and applying it to their individual lives. • Strategy: Having a launch event for the seminar campaign -‐ The specific event I want to focus on is the launch of Chanel’s and The 3D printing experience’s “Technology & Fashion” tour in New York. o Tactic 1 – The launch will be the beginning of a seminar tour that will consist of pop-‐up seminars all over the US. The team will host seminars will allow the public
to come in and learn about how 3D printing and other modern technology that can help their business or individual practice grow. • Strategy: Traditional Media -‐ commuter papers, trade journals, dailies and broadcast shows still carry third-‐party credibility and weight in today’s digital world. o Tactic 1 – Pitch the story of Karl Lagerfeld and Chanel’s campaign launch exclusively to Vanessa Freidman of NY Times and Leanne Italie from Associated Press by creating a pitch letter, news release, and a VNR (video news release). The VNR would be released onto social media and promote press and bloggers to cover the topic as well as get others to become interested in the campaign and report onto their personal social media.
• Strategy: Owned Media – Since Chanel and Karl Lagerfeld have such a strong following Chanel’s website will be a major platform for promotion. The campaign already has huge leverage given Chanel’s audience. Utilize what is already within in the brands control o Tactic 1 – Use Chanel’s website and social media to post about the launch of the campaign by making a separate tab on the website dedicated to information about 3D printing and fashion technology.