Magdalena Atencio LXFM 740 Proffesor Betancur Project 3
MODA MONOGRAM
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B R A N D OV E RV I E W MISSION MOODBOARD R AT I O N A L E B R A N D A N A LY S I S BRAND POSITIONING TA R G E T M A R K E T P E R C E P T UA L M A P M A R K E T I N G S T R AT E G Y MARKETING MESSAGE L O C AT I O N A N A LY S I S S T O R E A N A LY S I S I N T E G R AT E D M A R K E T I N G C A M PA I G N P O P- U P F L O O R P L A N P O P- U P R E N D E R S A P P A RT B O A R D S APP PROTOTYPE APP RENDERS A P P D E M O N S T R AT I O N
MODA MONOGRAM
B R A N D OV E RV I E W MODA OPERANDI is an online fashion luxury retailer which specializes in allowing
customers to pre-order designer looks immetiately after the runway show. The company hosts 7 to 14 day trunkshows which permits its customers to pre-order pieces before
they appear in showrooms. They also have other ready-to -wear items which are available for immediate shipping. They recently opened two by appointment only retail spaces in New York and London. The brand is growing rapidly and will open new showrooms in
the near future and has just added home decor, high-end jewelry and menswear online.
MODA MONOGRAM
MISSION To open a three month pop-up shop in Soho, New York specializing only in
monogramming services. Customers will also be able to shop and personalize online and through a specialized app.
MODA MONOGRAM
MODA MONOGRAM
R AT I O N A L E The reasoning behind this brand extension stems from all the recent growth
measures that the company has made. To further stem growth and brand
loyalty, the company will open its first ever pop-up shop in Soho, New York for the purpose of allowing customers to monogram curated pieces by
several designers. This will not only increase revenues but will also generate buzz for the brand since the monogramming services would be available
for limited time only, from October 15th to January 15th; 3 months only. Customers will also be able to monogram the same items online and through their app. Additionally, depending on demand and popularity, the pop-
up will travel throughout other MODA OPERANDI showrooms worldwide.
MODA MONOGRAM
B R A N D A N A LY S I S MODA OPERANDI recently concluded another round of financing in which it raised $165 million of $300 million total since it launched in 2010. Their average customer spends $1300 per
order and $7800 per order during fashion week. They are rapidly expanding through brand extensions like high end jewelry,
home decor and menswear. Additionally, they are planning to open fifteen more showrooms world-wide in the next five
years. New locations will include Hong Kong, Singapore, Seoul, Miami,
Dallas,
Los
Angeles,
Vancouver,
Paris
and
Geneva.
MODA MONOGRAM
BRAND POSITIONING
READY TO WEAR
Compared to its competitors, MODA OPERANDI is
strategically placed in the market because it sells pieces that only become available much later to other brand’s or sometimes not at all. This is their unique selling point and
why they are able to distingush themselves in the market.
E X C LU S I V E
MASS MARKET
C O N T E M P O R A RY
MODA MONOGRAM
TA R G E T M A R K E T Although the target customer of MODA OPERANDI is a
person who loves fashion and is willing to pay full price for
luxurious clothes, accessories and home items among others. The aim of MODA MONOGRAM is to expand its customer base
and reach customers at a different level in order to invest in future brand loyalty. This means that the monogram shop would
feature more affordable items alongside the more exclusive ones. It will target working men and women who have good paying jobs which allows them to splurge every once in a
while on a luxury item; even more so if it will have a special touch to it. As well as not forgetting the already loyal MODA
OPERANDI customer who wants to personalize thier purchase.
MODA MONOGRAM
READY TO WEAR
P E R C E P T UA L M A P
A R E A O F O P P O RT U N I T Y
Currently, none of MODA OPERANDI’s competitors
feature a monogram brand extension. There are items in each of the sites that can be monogrammed, but
not a specfic section dedicated to monogramming.
E X C LU S I V E
MASS MARKET
This is the perfect brand extension for MODA OPERANDI because they can develop the already
exclusive relationships they have with designers to create special edition monogrammable items.
C O N T E M P O R A RY
MODA MONOGRAM
M A R K E T I N G S T R AT E G Y The marketing strategy that will be implemented in order to launch MODA MONOGRAM will be to generate buzz pre and post opening of the pop-
up shop. This will be accomplished through social media, existing editorial
partnerships, influencers and press. Furthermore, the brands and pieces that will be available for personalization at the store will be exclusilvely curated
items only available for sale at MODA OPERANDI. Less expensive, nevertheless still exclusive items like iPhone covers to exotic skin bags and much more will be available for personalization. The range of products available will increase MODA OPERANDI’s clientele to a larger range of customers with hopes of
retaining them for life as the company grows and becomes more succesful.
MODA MONOGRAM
MARKETING MESSAGE For a short period of time only, exclusive items will be even more desirable by
including your own personal touch to them. Personalize pieces online or through
the app, or live the full MODA MONOGRAM experience in the Soho, New York
pop-up. This is for the shopper who wants their first MODA OPERANDI buy to be extra special or for the shopper who has it all and is looking for something different.
MODA MONOGRAM
L O C AT I O N A N A LY S I S The perfect location to launch the MODA MONOGRAM popup
is in Soho, New York. This is because the company only
has two existing showrooms at the time and their headquarters
are in New York. Although they have global brand awareness, most of their fame is attributed in New York City and therefore this is where they would be able to generate the most buzz.
Soho is also the perfect location because it has high foot traffic from New Yorkers and tourists alike and the sorrounding stores also have a similar target market to that as Moda Operandi.
MODA MONOGRAM
S T O R E A N A LY S I S MODA MONOGRAM will be located in the trendy and chic Soho district in New York because the company is also headquartered in the city and this is where they can achieve the largest buzz. Therefore this strategic location is where the brand would benefit most from
this brand extension. By customers visiting the exquisite MODA MONOGRAM pop-up they will also get more exposure and knowledge about the brand.
MODA MONOGRAM
I N T E G R AT E D M A R K E T I N G C A M PA I G N
SOCIAL MEDIA CLIP
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I N T E G R AT E D M A R K E T I N G C A M PA I G N
I N S TA G R A M M O C K U P
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I N T E G R AT E D M A R K E T I N G C A M PA I G N
BILLBOARD MOCKUP
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I N T E G R AT E D M A R K E T I N G C A M PA I G N
MAGAZINE MOCKUP
MODA MONOGRAM
P O P- U P F L O O R P L A N
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SAMPLE MERCHANDISE ITEMS:
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