Moncler Swimwear Brand Extension by magdalena atencio

LUXURY SWIMWEAR LINE EXTENSION A PROJECT BY: Camila Abuawad Magdalena Atencio Ana Cristina Marino Aishwarya Jonnalagadda

FASH 763 SPRING 2019 Prof. Alessandro Cannata

INDEX

EXECUTIVE SUMMARY

MONCLER PROFILE

5 7 9

HISTORY TIMELINE VISION

CURRENT STATUS

11 THE NEW INITIATIVE 12

PRIMARY & SECONDARY

13 15

RESEARCH SWOT ANALYSIS COMPETITOR ANALYSIS

47 51 57

THE IMC PROCESS

18 19 21 23 25 26 27 29 31 33 35 37 39 41 42 43 44 45

OPPORTUNITIES & CHALLENGES KEY CONSUMER INSIGHTS CUSTOMER PROFILES RESEARCH GOALS RESEARCH QUESTIONS ANALYSIS OF RESULTS KEY SUCCESS FACTORS IDENTIFICATION & ANALYSIS POSITION STRATEGY FOR THE NEW INITIATIVE DAGMAR MODEL COMMUNICATION OBJECTIVES COMMUNICATION MIX TIME OF LAUNCH BUDGET ALLOCATION BIG IDEA STORYLINE STORYLINE EXPLORATIVE CONCEPT TESTING PRELIMINARY SUBJECTIVE EVALUATION OF EXECUTION

FINAL ADS MOCKUPS REFERENCES

EXECUTIVE SUMMARY

The culmination of Moncler’s terroir and unparalleled technical know-how has for a while now, had the potential to let the brand embark on new adventurous journey. Moncler’s creations are those that join form and functionality – making them sought after pieces that one desires to own. Being centred at providing the finest outerwear - it promises design, performance, versatility and innovation. With this project, we envision the brand switching its gears and moving towards crafting a sports swimwear line for women. Our efforts will go into detailing the new initiative, seeking opportunities, landscaping our target audience in order to develop a communication mix that would be most impactful. With strong primary and secondary research analysis, we lay down our integrated marketing communication plan that most effectively celebrates our campaign, “Ride your dreams.”

MONCLER PROFILE COMPANY

Moncler SpA is an Italian based fashion company. It designs, produces and distributes clothing and accessories through the Moncler brand. It manufactures collections for women, men and children. Although the company’s main focus is outerwear, it also produces sportswear, knitwear, skiwear, shoes, sweaters, trousers, bags, shirts, tops, gloves, hats and sunglasses among others. Moncler SpA utilizes directly operated stores, e-commerce as well as wholesale distribution channels. most effectively celebrates our campaign, “Ride your dreams.”

MONCLER PROFILE

HISTORY

Moncler was founded in 1952 in Monestier-de-Clermont, a mountain village near Grenoble, France by René Ramillon and Andrè Vincent. The name Moncler is an abbreviation of the name of the village in which it was founded. The company began by making quilted sleeping and tents with a telescopic structure. These adventure-related products were very successful as the social phenomenon of mountain holidays began at the time.

Moncler was bought by Italian entrepreneur Remo Ruffini in 2003 and to this day he is still the Chairman and Managing Director. The company continues to work on fit, aesthetic research, experimentalism and materials in order to continue ensuring the universal distinguishing of its iconic down jacket. The company has continued to innovate and grow ever since. In 2006 Moncler introduced Haute Couture Moncler Gamme Rouge which is as line of ultimate female elegance and sophistication originally designed by Alessandra Facchinetti and then Giambattista Valli. In 2009 Moncler Gamme Bleu was introduced as a mens collection with a combination of sartorial sensitivity by Thom Browne and the brand’s sporting DNA. In 2010 it also launched mens and womens Moncler Grenoble as a tribute to its brand heritage where it reinterpreted styles of the past to develop ski and apres-ski garments with a more urban approach.

The company conceived their first down jackets to protect workers who wore them over their overalls in the mountain factory in order to protect them against the cold in 1954. At this time, the famous French mountaineer Lionel Terray noticed the jackets and anticipated their success. As a result, Moncler developed its first line of down jackets, gloves and sleeping bags that offered the highest resistance to harsh winter climates under the name of ‘Moncler pour Lionel Terray.’ This same year, the jackets were further tested and perfected and ultimately chosen to equip the Italian expedition to K2. Throughout the 1950’s and 1960’s the company continued to equip a series of teams to their arduous mountain expeditions world-wide. Most importantly, Moncler became the official supplier to the French downhill ski team in the 1968 Grenoble Winter Olympics. In 1980 Moncler became a city icon when the company hired Chantal Thomass, a renowned Parisian designer to rework the look of the classic down jacket. This was the period where the brand became known for the dazzling colors and lacquered effect of its jackets. The designer also implemented buttons instead of zippers and fur trims, satin and reversible fabrics.

In 2013, a year after celebrating the brand’s 60th anniversary, the company went public on the Telematic Shares Market (MTA). It was organized and managed by the Italian Stock Exchange of Milan. Since then, Moncler has seen unparalleled growth.

MONCLER PROFILE

TIMELINE

1952

1954

1964

1968

1998

2003

2006

2009

Founded by Rene Ramillon & Andre Vincent dedicated to sporting wear for mountaineering.

Moncler’s iconic quilted down jacket was launched.

Renowned French explorer, Lionel Terray played a key role in Moncler’s high performance designs.

Moncler becomes official supplier of the French skiing team for the winter olympics in Grenoble, France.

Moncler changes logo and designer , Chantal Thomass overhaulted the appearance of quilted jacket with buttons, fur trimming and reversible fabrics.

Remo Ruffini bought the brand and relaunched it seeing constant growth year by year.

First Moncler boutique opens in Paris, France followed by stores in Italy, America and Switzerland.

Moncler “Gamme Blue” the Men’s collection combining sartorial sensitivity of American designer Thom Browne with the brand’s sporting DNA.

The brand was chosen to equip the Italian expedition Karakorum.

First ready to wear collection “Moncler Gamme Rouge” launched during PFW designed by Alessandra Facchineti and Giambattista Valli.

2010

2013

2014

2015

2016

2017

2018

The men’s and women’s Moncler Grenoble collection made its debut in New York.

Moncler goes public.

Moncler supplied the technical equipment to the team of the “K2 – 60 Years Later” expedition.

Moncler produces its first Sustainability Report and Sustainability Plan.

The Group’s turnover exceeds one billion euros.

Moncler announces the end of the collaboration with Thom Browne for Gamme Bleu and with Giambattista Valli for Gamme Rouge.

Starting from Fall/ Winter 2018, Moncler has a new creative chapter: Moncler Genius.

Moncler was floated on the Telematic Shares Market (MTA),.

Moncler personalizes the new Leica X ‘‘Edition Moncler” presented in an exhibition at Sotheby’s in London during Frieze Art.

MONCLER PROFILE

VISION

Moncler’s vision is to pursue sustainable and responsible growth within the global luxury goods segment, while remaining faithful to its unique heritage. The company aims to grow stronger as it continues to explore both known and new avenues, seeking constant dialogue with an ever-broader client base. Its vision is applied through six pillars which encompass the brand’s philosophy and values. These include, identity and unique positioning, a global brand with no filters within the market, selective product range expansion, direct relationship with clients to always surprise them, digital channel development and sustainable growth to create value for all stakeholder.

CURRENT STATUS Moncler achieved record sales last year of 1.2 billion euros which is a 27% increase in sales. Moncler is growing at a faster rate than the luxury goods sector despite the company’s smaller size when compared to others in the market, specifically it is estimated to continue to grow in sales by 17%. The company currently has 193 stores worldwide, although it plans to continue growing by expanding to two new countries per year. Specifically, Spain and Portugal this year and Thailand and South Africa by 2020. Recently, the company has implemented a new business strategy. Last year, it launched Moncler Genius, an initiative of the brand to launch different products and ideas with the goal of attracting different generations and bringing new energy to the brand. Moncler Genius also announced the end of Gamme Bleu and Gamme Rouge and the collaboration it had with designers for those lines. In this new creative chapter, the brand has launched two new concept stores in New York and Tokyo which will feature limited edition exclusive pieces by a variety of famous designers like Pierpaolo Piccioli, Simone Rocha, Craig Green, Noir Kei Ninomiya, Hiroshi Fujiwara. This new approach to fashion collaborations is very new in that by asking multiple creative directors to work for the same brand, multiple collection are released on a rolling basis and each director comes with their own set of unique followers as well. The stores are interactive spaces which showcase a variety of products such as vintage duvet patchwork blankets inspired by the Moncler 1952 collection, a selection of Simone Rocha’s boots and bijoux, Moncler Grenoble helmets, men’s shoes developed by Green, a special Genius book by Fujiwara and a snowboard crafted by Burton, among others.

THE NEW INITIATIVE

As part of the company’s new business strategy implemented through Moncler Genius, with the goal of attracting different generations and bringing new energy to the company, the brand will now launch a swimwear collection for women. Moncler currently produces swimwear for both men and children and will introduce swimwear to women as part of their new initiative. Moncler’s dedication and technical know-how from the mountains will be applied to be shown off on the rapid waters anywhere in the world. The line will be destined to stand out with a combination of colors, tricolor graphic details and strong personality. Overall, it will boldly reinterpret Moncler’s iconic sportswear with a selection of soft fabrics that support any movement. It is the perfect extension for the brand in this new era of adventure for the company.

CUSTOMER SEGMENTATION As part of Moncler’s initiative to attract different generations and seek constant dialogue with an ever-broader client base, the new swimwear line will target a younger female customer. Known for sportswear and outerwear, the brand will now continue to evolve and target the fierce, fashion conscious, modern woman who wants to feel sexy and sophisticated in a design which encompasses ultimate form and style.

PRIMARY & SECONDARY RESEARCH

OPORTUNITIES

SWOT ANALYSIS

STRENGTHS It has a niche brand positioning with far less competition than in luxury apparel or handbags.

Moncler Genius has the potential to recruit new customers. Global expansion. Omnichannel strategy implementation. Expand product category in the apparel sector.

Moncler is growing at a faster rate than the luxury goods sector despite the companyâ&#x20AC;&#x2122;s smaller size when compared to others in the market. Moncler has been operating debt-free since 2016

WEAKNESSES Niche brand category.

Brand is not associated with potential brand category.

THREATS Counterfeit market. Strong competition. Other brands entering the market.

COMPETITOR ANALYSIS

Chanel is a French luxury high fashion house brand that specializes in clothing and accessories. The brand launched their first swimwear line in 2018 as part of their ready-to-wear collection complete with both one and two piece suits. They are known for the exceptional design and quality and timeless elegance. Their swimwear line attracts the contemporary women with a more conservative approach to dressing. Louis Vuitton is a French fashion house and luxury retail company. The company is the number one luxury brand in the market and it is primarily known for its leather good products and exceptional craftsmanship. Louis Vuitton includes womens swimwear as part of their vast array of products. The line features the brand’s typical logo in a variety of colors and patterns.

Emilio Pucci is an Italian based luxury fashion house that was founded in the mid 1900’s. The brand is well known for its use of geometric print fabrics in a kaleidoscope of colors. The brand is well known for its swimwear line which has long been seen in many luxury travel destinations and resorts. Pucci’s swimwear patterns change according to season and attract a wide variety of women.

Prada is an Italian luxury fashion house that specializes predominately in leather handbags and accessories. The brand is also well known for its innovative design and style. The brand has a swimwear line which always sets the tone for the new styles of the season. Prada’s swimwear line attracts the fashionable woman which is always up to date with the newest trends.

Abysse Official is a small American fashion brand that specializes uniquely in women’s swimwear. The mission of the company is to provide functional, ethical and timeless fashion. Specifically, Abysse aims to push boundaries in defining fashion’s role directly related to the sports industry. Their repertoire of products includes one and two piece suits as well as neoprene wetsuits.

Cynthia Rowley is a small American lifestyle brand that is primarily known for its ready-to-wear collection. The brand’s product line includes pretty-meets-sporty readyto-wear, surf and swim, fitness, accessories and home decor. Specifically, their wetsuits are fashionable and functional in colorful and geometric designs.

THE IMC PROCESS

Description of issue

OPORTUNITIES

Moncler’s already existing swimwear line for both men and children creates a disfluency by not offering the same to women. With the quality, dedication and design capabilities that Moncler brings to its customers, it will need to fill the gap for a need of ideal women’s swimwear during winter getaways. Winter vacations are in demand more than ever, this is because of an increasing number of travelers that have a global mindset and are willing to go anywhere–no matter how far or what the time of year. Many destinations used to have an off-season and peak season, but the concept of seasonality is disappearing and so is the idea that “anyplace is too far.”

A successful line extension into a untapped potential of womens swimwear. To expand from spring/summer collections to resort collections in the future. Moncler Genius has the potential to attract a new segment of the market. The brand’s vision to be a global brand with no filters in the market allows for future expansion.

The most luxurious winter experience hotels in the world also have a collection of spa and rejuvenation services and spaces for their guests to enjoy. While one might need a fitted Moncler down jacket in the day to ski, they will also need a more suitable swimsuit or bodysuit for the pool. Moncler should see dressing women for all types of climates essential. The swimwear line extension would be a celebrated effort in doing so, it allows the woman to be empowered in a truly special swimsuit whether she is in the mountains or at the beach. The brand’s identity has found its recognition and appreciation with its target audience. The color palette, tricolor graphic details and strong personality have an untapped potential in the swimwear line.

CHALLENGES The brand’s image is heavily focused on celebrating winter apparel and accessories and does not paint a true picture to doning swimwear.

THE IMC PROCESS

KEY CONSUMER INSIGHTS

MENTAL SPACE The mental space for Moncler’s swimwear line is a woman between the ages of 25-30 that indulge in luxury escapes. She covets products that have the ability to provide form, function, innovation and most importantly catch attention. Her impeccable tastes, unparalleled knowledge and financial fluency guides her wardrobe choices to be nothing but aspirational. She wants to wander off into an adventure every chance she gets–be it skiing, hiking, surfing, snowboarding or scuba diving.Her desire for luxury travel experiences is beyond regular expectations.

ALANA BLANCHARD Alana Blanchard is a 29 year old pro surfer and model that has won a variety of championships, making her extremely desirable. Her style is very important to her on and off the waves; as she balances the function and the aesthetic in her wardrobe. She sets the dream for any girl that wants to surf, aiming to perfect their moves like her. She is focused, driven and highly committed. She is an avid traveller that likes getting away to exciting destinations to surf her next wave. She is an adrenaline chaser – making Moncler her staple.

MARKET SPACE The market space is women between the ages of 25-40, that desire luxury travel experiences beyond regular expectations. They guide their wardrobe choices by the popular pieces worn by the women she sets as role models. Their professional journeys limit them to be fully committed to the waves, making them aspire to be someone else. They are highly active and venture out into unknown territories to be inspired and empowered.

THE IMC PROCESS

Becca, 27 Social Media Manager, Google Income: $300,000 yearly. Marital Status: Single.

CUSTOMER PROFILES

Rachel, 35 Media Director, Saatchi & Saatchi Income: $135,000 yearly. Marital Status: Married. Kids: 2.

She is a risk taker, adventure seeker She looks for new trends be is for fashion, interiors or restaurants She is extremely creative and loves to take on the outdoors Her motto has and will always be “Carpe Diem”

She always takes initiative and charge of any situation She is looked up to for her wardrobe style and lifestyle choices She is extremely aware of new digital trends, highly active on social media and also subscribes to both fashion and surfing magazines She is independent, pro-feminism Always plugged in and has the coolest gadgets She lives by a “one new thing a day” rule.

THE IMC PROCESS

RESEARCH GOALS

With our research, we want to know if our big idea is of interest to our target market. We want to concept-test our campaign to make sure it rightly appeals to both the demographics and psychographics of the audiences we are targeting. This will help us gauge how our target market receives and behaves with the content that we are curating for them along with channels that are most appropriate. The proposed brand extension should be a viable and profitable option for Moncler Group, making sure it is a cost effective strategy.

RESEARCH DESIGN CHART SOURCES OF INSIGHTS

ARY C O ND

EXISTING KNOWLEDGE BASE

PR I M

ARY

INTERVIEW BASED

QUALITATIVE

COMBINATORY DATA MINING

SMALL - SCALE (INTERVIEWS)

THE IMC PROCESS

RESEARCH QUESTIONS 1) What age category do you fall in? 2) Where do you reside? 3) Are you into adventure sports like skiing, hiking or scuba diving? If so, 4) which ones? (CQ) 5) What do you wear when you go to ski? 6) How often to do you buy new gear? 7) What are your top brand choices? Why? 8) What is your usual price range? 9) Have you ever heard of Moncler? (CQ) 10) Do you own pieces of the brand? 11) Would you like to own someday? 12) Do you purchase online or in stores? 13) What do you think of Moncler’s move of adding a spring/summer line? 14) Would you purchase items from the line? 15) How do you feel about Moncler introducing a women’s sports swimwear line? 16) On which platforms do you see most ads?

Visiting the Moncler Group investor website, One Source and Business Source Premier helped us gain in-depth knowledge of the brand’s ideologies, values, supply chain practices, business model strategies so that the efforts we are taking are in complete unison with the brand. Our primary research included one-on-one interviews with women that were acquainted with Moncler or had been practising active adventure sports.

ANALYSIS OF RESULTS From our interviews, we understood that population of research (between the ages of 25-30) was in fact the audience that we were hoping to target. They were not only eager to see the brand’s move into swimwear, but also expressed positive purchase intentions. Their knowledge of the brand and enthusiasm in accepting a possible swimwear line allowed us to further extend conversations towards concept testing the big idea. Discussing their media consumption helped us identify and prioritize channels that we should be focusing in for campaign execution.

THE IMC PROCESS

KEY SUCCESS FACTORS IDENTIFICATION & ANALYSIS HERITAGE

Monclerâ&#x20AC;&#x2122;s rich brand heritage stems from its vast fabric knowledge which it has successfully applied to its collection since its inception. The brand will successfully apply their expertise into the swimwear collection that guarantees utmost comfort, performance and an overall elevation of self.

FUNCTION The functionality of the swimwear line will be applied through the unique technology of the fabric in order to ensure that women will be supported in all of their adventures. This allows them to perform their best in the most extreme of settings.

AESTHETIC The aesthetic of the swimwear line is as important as its function because as a fashion house, the line will make sure to empower women through its unique design bringing out their distinct and fierce personalities.

INNOVATION Moncler is constantly looking at new directions to explore and markets to tap. The swimwear line extension is an organic growth move that will guarantee the company continues to adapt to new trends in the fast paced market as well as set a benchmark for the new product category.

THE IMC PROCESS

POSITIONING STRATEGY FOR THE NEW INITIATIVE

THE IMC PROCESS DAGMAR MODEL AWARE UNAWARE COMPREHENSION & IMAGE ATTITUDE

ACTION

THE IMC PROCESS

COMMUNICATION OBJECTIVES

BRAND ORIENTED

SOCIALLY ORIENTED

PRE-PURCHASE ORIENTED

POST-PURCHASE ORIENTED

OBJECTIVE

Brand awareness

Collaborate

Create enquiries

Trial and repeat

Brand differentiation

Connect

Form purchase intentions

Amount and frequency

Brand relevance

Purchase facilitation

TACTICS

Video campaign and print ads

Multi-Channel Marketing

Email marketing

Create ads for every new

Strategy

PR initiatives

swimwear collection twice a

Social Media, OOH, Print

Launch swimwear line at SS21

year

Media

fashion show

THE IMC PROCESS

SECONDARY MEDIUM Traditional media will be the main focus of our secondary medium. The scale and placement of out-of-home and print advertisements will help bring the campaign to life.

COMMUNICATION MIX PRIMARY MEDIUM The primary medium will include digital media focusing on social media platforms such as Instagram, Facebook, Youtube and Twitter. Content will also be developed for microsites specific to the campaignâ&#x20AC;&#x2122;s launch. The objective of the microsite is to captivate visitors through interaction and creativity, making them spend more time on the collection.

SYNERGY Traditional media will be the main focus of our secondary medium. The scale and placement of out-of-home and print advertisements will help bring the campaign to life.

THE IMC PROCESS 2020

TIME OF LAUNCH

SOCIAL MEDIA moncler.com

OOH

TRADITIONAL MEDIA

PROMOTIONAL

Bus stops, buses, posters.

Magazines Billboards

Spring/Summer 2020 Milan Fashion Week.

2021

SEPT OCT NOV DEC JAN FEB MAR ABR MAY JUN JUL AUG

TRADITIONAL

THE IMC PROCESS

Bus Stations

Posters

Media

Campaign Video

Objective

The video will help spread awareness of the Moncler womens swimwear line.

Task The story will encapsulate the confident, fearless and powerful woman that is worthy of the brand's latest creation. The campaign video will be a part of a social media strategyacross platforms like Instagram, Facebook, Youtube and Twitter. It will be used to generate a buzz, augment brand identity and help reshare across millions of users. It will also invite new audiences to identify and interact with the brand.

Cost (In euros)

The number of video views is the primary measure of effectiveness for the campiagn video. Likes, shares, comments and retweets on the video will help understand the virality of the video among the audience. The video will also be a means to lead audiences to the website for purchase, therefore, the number of leads will also be an important €1,000,000.00 KPI.

Instagram

The engagement factor i.e. likes, comments, tags and reposts will help measure effectiveness. The use of the hashtag will also let the brand understand the online community it was able to build for itself. For paid campaigns, the number of post enagagement through likes and comments, the number of profile views and website visits will be the ideal €40,000.00 indicators for success.

Facebook

To rapidly increase brand awarenes and run targeted ads to a tailored and prefered audience.

Facebook will allow Moncler to be more descriptive along with pictures and videos. Extensive campaigns like page likes, post engagement, website traffic and product purchase ads will let the target customer interact with the brand's product content more frequently.

Analytical reviews of the organic and paid ads is the most effective way to see the performance of the content being uploaded. Through Facebook Analytics, the brand can clearly identify whether the targeting is reaping ebnefits for the objective. Apart from tracking the number of likes, shares, comments and website visits-the brand will also be abel to identify behavioural patterns of the target €30,000.00 audience.

To tap into the opportunity of growing Youtube subscribers

The brand has potential to grow their Youtube subscribers by sharing the engaging and thought provoking developed video.

Youtube

Twitter

Website & Microsites

To circulate important additions and news of the brand in the Twitter community and spread awareness.

To drive traffic to the Moncler website through multiple social media channels

Sharing news of latest collection in the form of images, videos and celebrity coverage will allow word to spread faster, thereby creating a buzz. Visuals developed from the creative ad directions will be promoted on the home page on the Moncler Website with links aiding purchase for anyone that visits the website. VisitorsMicrosites will specifically help the campaign perform better during the time of launch.

Magazines

The number of likes to each video posted and by extension, the increase in €200,000.00 subscribers will measure effectiveness. The number of people that interact with the tweets by commenting and retweeting will determine the popularity of the content being uploaded. Inclusion of the hashtags will also let the brand follow the €15,000.00 discussions across the online community. The number of website clicks and leads generated by the posts and videos will be a major indicator to measure effectiveness. Google Analytics will aid in understanding information about average session time, drop out rates, cart additions, cart abandonments and sale €200,000.00 fulfillment.

DIGITAL

Billboards

Promotions

€300,000.00

The number of social media shares through hashtags, website traffic, purchase intentions and sales.

€500,000.00

To increase awareness among the readers of the new product line extension.

While the brand already allocates maximum of its ad budget to magazines, it can continue to do so as it has proven to be most effective. The audience that reads magazines is the right one that the brand wants to inform, educate and interact with.

Monthly circulation and number of subsccriptions to the magazine are €5,000,000.00 important to measure effectiveness.

To help augment the brand image by rapidly increasing awareness.

Large billboards are easy to catch attention on the ground level as well from buildings, bridges and other landmarked places. Styles from the brand's latest collection will be featured on large billboards around the vicinity of the Moncler store.

For billboards, it is important to focus on the location more than anything. The closer the proximity of the billboard to the store, the more successful it will prove to be. Factors such as foot traffic, demographic of the foot traffic and number of vehicles passing by each day €2,000,000.00 will constantly need to be monitored.

Measuring Effectiveness

Photoshoot images, videos, behind-the scene images, press and celebrity coverage will be posted to be shared on Instagram. Frequently updating the feed at the time of pre-launch, launch and even after post-launch will help maintain continuity of the Creatively developed content will brand's core message. Use of various Instagram features like be shared on Instagram to Stories, IGTV, Hashtags and announce the collection and tags will help grow likability for spread salience among the the brand online. followers.

Digital

To build brand awareness specificially related to the new swimwear launch and have consumers interact with the differernt social media platforms and company website to promote Posters on the buildings that purchases. are close to sidewalks and city centres/recreational centres will be ideal to draw attention to images of the brand's swimwear line.

Traditional

BUDGET ALLOCATION

Discipline

Ads on either sides of the bus station and in the sheds will let commuters witness the brand's new extension of the swimwear line. In addition, investing in digital bllboards will also let the brand bring fabricated videos to the audiences on ground.

Spring Summer 2020 Fashion Show

A fashion show is essential for the brand to showcase its womenswear line to the world for the very first time. This fashion show will gather the top tier influencers and thoughtleaders in the fashion industry that will be future To provide a worthy platform and spokespersons and doners of inform the important fashion the collection. This will stakeholders so they can influence many more positively advocate the brand opportunities for the brand.

The amount of press coverage will declare the popularity of the event and will create a buzz on social media as well as for articles and interviews to be published soon after the show. The weight of the guest list will play an important role to measure effectiveness as the acceptance and declaration will €3,000,000.00 begin from the industry.

Amalfi Coast Pop-Up shop/event June 2021

To bring an initial wave of awareness to the new swimwear The pop-up shop will last a launch in one of the most popular week with a one night opening summer destinations in Europe. event.

€1,000,000.00

Moncler will showcase their swimwear line at the Miami Swim Week with a week long trunk show and pop-up shop. The pop-up event will begin with a one-night fashion show, and the following days the line will be displayed as a static The main goal of the Miami Swim show. Industry professionals, Miami Swim Week Week event is to generate brand fashion influencers, models, Pop-up shop/trunk show awareness, media coverage, and and media will be invited to July 2021 to generate sales. experience the event. The objective of the pop-up shop and event during the US Open of The brand will showcase their Surfing in Malibu is to generate new swimwear collection brand awareness predominantely during the exclusive US Open among the mental space of our of Surfing in order to attract a target market. Nevertheless, the broader consumer base. It will US Open of Surfing event will also be attended by also host one of the most Pop-up Shop/Event socialites and other notables as it important events of the Malibu is strategically located in the competition with a larger July-August 2021 affluent town of Malibu. consumer pool.

The effectiveness of this initiative can be measured directly through sales, user generated content and media coverage. €500,000.00

€2,000,000.00

PROMOTIONS TOTAL: €15,585,000 MARKETING BUDGET: €16,620,000

The swimwear line is projected to generate €83.1 million, which will leave a €16,62 million budget for marketing initiatives.

THE IMC PROCESS

BIG IDEA

The concept aims to target the fierce woman that aspires to live a life filled with adrenaline and adventure. The swimwear line will make woman feel in control and powerful. Her suit and personality have a unique story to tell.

STORY LINE Liz is at the beach, completely absorbed in her thoughts. While getting tan, she dreams about being a fearless and adventurous surfer. She chases risks at the rhythm of the rapid waves. Her gear casts a vision of herself in ultimate spirits. She powers through, being her fierce, desirable and authentic self. She is awakened realizing it was all a dream.

THE IMC PROCESS

EXPLORATIVE CONCEPT TESTING In order to test the concept for our campaign we conducted a focus group where we asked the participants questions about the brand perception, opinions on the line extension and the campaign concept.

EXECUTION

KEY FINDINGS

ASPIRATIONAL LIFESTYLE

ABOUT MONCLER The brand is associated with ski and winter clothes Moncler is perceived as both functional and aesthetic The brand is considered a luxury brand

SENSATIONAL ADVENTURE

SWIMWEAR LINE EXTENSION Participants Expect the brand to be cohesive with their current product Participants expect swimwear line to be of high quality in terms of fabrics and construction of garment. The swimwear needs to follow the brands values: functional and stylish. Swimwear Line should be aspirational and realistic

THE IMC PROCESS

PRELIMINARY SUBJECTIVE EVALUATIONS OF EXECUTIONS KEY FINDINGS Ad concept had positive reactions in terms of staying true to the brand values, mission and associations. Ad will successfully showcase both functional, aesthetic and aspirational values.

CAMPAIGN TRACKING The main objectives for the “Ride Your Dreams” campaign is to measure brand awareness and purchase intentions. Campaign tracking will begin at the pre-launch stage of the campaign. To make sure brand recall is positive and effective, Moncler will conduct interviews and surveys with the target audience. This will help understand their perception of the brand’s image. Continuous tracking of the campaign through the pre-launch, launch and post launch stages will allow the brand to analyze performance of the content and the swimwear line. Moncler will measure the outcomes and ad diagnostics of the campaign to gauge the overall success.

DIAGNOSTIC MEASURES & METRICS The continual and periodical tracking of the campaign will evaluate various key performance indicators set across the media mix. For social media platforms such as Instagram, Youtube, Facebook and Twitter - the ad diagnostics will depend on tracking video views, likes, comments, reach, re-shares and seconds watched, hashtag usage. Across other digital media; keyword searches, subscriptions to email, website visits, session times and cart additions and sales fulfillment will be diagnosed. Outdoor media will be treated slightly differently by taking account of the amount of readership, subscription, footfall and demographics of foot traffic in close proximities to the advertisements.

FINAL ADS

MOCKUPS

REFERENCES

ZARGANI, LUISA. “Moncler Goes Beyond Expectations.” WWD: Women’s Wear Daily, July 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=130908902&site=bsi-live. ZARGANI, LUISA. “Moncler Reports Rise in Sales, Genius Project Success.” WWD: Women’s Wear Daily, Mar. 2019, p. 8. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=135040868&site=bsi-live. “Advertising Campaigns.” Monclergroup, www.monclergroup.com/en/media/media-archive/advertising-campaigns. “Isn’t It Genius? Moncler Will Smarten Up Your Fall Wardrobe.” Vogue, Vogue, 7 Feb. 2019, www.vogue.com/article/moncler-genius-collection-fall-fashion. Levine, Joshua. “How CEO Remo Ruffini Is Reinventing Moncler for a Faster Fashion World.” The Wall Street Journal, Dow Jones & Company, 8 Oct. 2018, www.wsj.com/articles/how-ceo-remo-ruffini-is-reinventing-moncler-for-a-faster-fashion-world-1539006956. “Moncler.” The Business of Fashion, www.businessoffashion.com/articles/tags/organisations/moncler. White, Sarah. “Moncler Aspires to Give Its Puffer Jackets a Monthly Makeover.” Reuters, Thomson Reuters, 30 May 2018, www.reuters.com/article/us-italy-moncler-ceo/moncler-aspires-to-give-itspuffer-jackets-a-monthly-makeover-idUSKCN1IV2C9.

REFERENCES

Burlet, Fleur. “Moncler Genius.” WWD: Women’s Wear Daily, Feb. 2019, p. 23. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=134881435&site=bsi-live. CELESTE, SOFIA. “Moncler Sales Near 1.2 Billion Euros.” WWD: Women’s Wear Daily, Feb. 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=131655464&site=bsi-live. CONTI, SAMANTHA. “HSBC: Luxury Growth Will Slow to 6%, But Don’t Panic: The Bank Sees Sector Growth Slowing from 9 Percent in 2018 to 6 Percent in 2019 and 2020.” WWD: Women’s Wear Daily, Jan. 2019, p. 9. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=134063512&site=bsi-live. “Moncler SpA (MONC.MI) Company Profile.” Reuters, Thomson Reuters, www.reuters.com/finance/stocks/company-profile/MONC.MI. Sinclair Scott, Fiona. “Moncler Genius: One Luxury Brand’s Strategy to Reinvent the Fashion Model.” CNN, Cable News Network, 21 Feb. 2019, www.cnn.com/style/article/moncler-genius/index. html. “Strategy, History, Vision.” Moncler Group, Moncler Group, www.monclergroup.com/en/investor-relations/strategy. TURRA, ALESSANDRA. “Moncler Opens ‘The House Of Genius’ Concept Stores.” WWD: Women’s Wear Daily, Oct. 2018, p. 5. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=132151193&site=bsi-live. Williams, Robert. “When Cold-Weather Coats Get Too Hot.” Bloomberg Businessweek, no. 4566, Apr. 2018, pp. 20–21. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=129188110&site=bsi-live. ZARGANI, LUISA. “Moncler Goes Beyond Expectations.” WWD: Women’s Wear Daily, July 2018, p. 2. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=130908902&site=bsi-live. ZARGANI, LUISA. “Moncler Reports Rise in Sales, Genius Project Success.” WWD: Women’s Wear Daily, Mar. 2019, p. 8. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=135040868&site=bsi-live.

REFERENCES

Moncler Swimwear Brand Extension

Articles inside

REFERENCES