For Men
Mar ket ing Pack
Marie Lewis.1206097. EFMM6003. Major Project & Career Planning.
CONTENT S.
1. Social media Facebook Twitter Instagram Pinterest Youtube
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2. Digital Marketing The website Mobile, tablet
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3. PR activity Paris collections men’s The launch event Blogger engagement
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4. Advertising Brand story telling Outdoor advertising Print campaigns
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5. The marketing campaign video
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1.SOCIAL MEDIA
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FAC E BO O K .
Timeline
About
Photos
Likes
Videos
CELINE Launching menswear COMING SOON.. AW 16/17
CÉLINE Paris: Women’s and Mens Luxury Fashion. Menswear launch for the luxury brand CÈLINE in 2016. The collection encapsulates the spirit of CÉLINE: functional clothes with a particular focus on materials.
CÉlINE womenswear campaign
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For Men
Creating a Facebook page before the menswear launch will publicise the brand more as a lot of men aren’t aware of Céline, it will drive in customers and spread the word to a variety of consumers. A Facebook icon will be added to Céline’s website so customers can see that they have joined Facebook and can easily be directed to the page. Facebook will be building brand awareness, and will be used for the run up of the new launch to engage customers and get them talking about the menswear line. Photos and videos of the creation of the menswear line will be added to the page so the audience gets excited for the launch, and giving them exclusive updates on new products.
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T W I TTE R.
Tweet s 101
CÉ LI N E
Tweets
Follower s 50K
Tw eet s & replies
Ph o to s & vid e o s
@CEL I NE
‘ Lov e th e sim plicit y of t he designs. ’ www.c eline. com / en J oi ned M arch 2015
Tweet To CÉLI NE 40 Photo s and Videos
CÉLI NE @CELI NE. Mar 15 Excit ing news, CÉ LI NE is launching a menswear range in AW 16/17.. Wat ch t his space f or updat es and n ews..
For Men
CÉLI NE @CELI NE. Mar 15 CÉLI NE Spr ing/ Summer 2015 campa ign, Da ria We rbowy sta rs in an upcoming Celine Spr ing 2015 Ad Campaig n p h o to g raphed by Tryo n e Lebon.
CÉLI NE @CELI NE. Mar 15
The Count down begins Menswear AW 16/17...
CÉLI NE @CELI NE. Mar 15 New Websit e launch, coming soon. . Sh o p o u r co lle ctio n o n lin e a n d insto re
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Introducing social media platforms are mainly for brand engagement and to make people excited for the new launch of CĂŠline for Men. Making it impactful for the audience to follow along the journey. Social media can demonstrate to consumers the level of craftsmanship that goes into making the quality product, production and design. Linking to heritage images of CĂŠline and how it began, while portraying the image of the luxury brand. Social media can also open doors to customers if they wanted more information on a particular product. CĂŠline will create an online experience that exceeds the brands standards and consumer expectations.
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INS TAGRAM.
CÉLINE Follow
CÉLINE https://www.celine.com/
For Men Coming soon..
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Through the development of Céline for Men, Instagram will be posting videos and photos of the journey of the creation process. Starting from making the product, behind the scenes of the show, the exclusive launch event in store and end product. Instagram can increase Céline’s customer base, and make people more aware of the brand especially for the new launch of menswear. In the posts Céline will be making use of hashtags, they will post #behindthescenes #celineformen.
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PINTERES T.
CÉLIN E https://www.c e line .c om
C é l i ne i s a F re nc h re a d y - t o - w e a r a nd l e a t he r g o o d s lu xu ry bra n d t ha t ha s b e e n o w ne d b y LVM H g ro up s i nc e 19 9 6 . ‘ Lo v e t he s i mp l i c i t y o f t he d e s i g ns ’
Wom e nsw e a r S pr ing/S um m e r 15. . . C ÉLIN E
Inspir a tion C ÉLIN E
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Wo m e n s w e a r A u t u m n /W i n t e r 14/15 CÉ L I NE
Leather accessories CÉ L I NE
M e n s w e a r AW 16/17 campaign CÉ L I NE
S/S 15 Te x t u re an d colou r CÉ L I NE
Men s wear Creat ion CÉ L INE
Campaign s CÉ L INE
Céline’s Pinterest page will be capturing a story of the inspirations of the luxury brand, this will strengthen customers relationships with their products. Collected photographs to show the journey and lifestyle of the brand not just the products so consumers are engaged. Pinterest can have the power of story telling, and visually appeal customers to visit Céline’s site.
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YO U TU B E . CÉLINE
Videos
Playlists
Channels
Discussion
About
Fashion
Fo r Me n C È LI N E Home
Celine.com
Subscribe 1,500 Videos
Playlists
Channels
Discussion
About
Fashion
CÈLINE menswear opening in London
FASHION I N T E RV I E W S ACCESSORIES CÈLINE WORLD CRAFTSMANSHIP CÈLINE&DESIGN
Store Locator Find a CÈLINE STORE
celine.com
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Céline’s Youtube page will have a minimal chic design to the page and will be divided up with fashion catwalks, interviews, accessories, Céline’s world- how it began and the history, craftsmanship and design. Céline will be uploading videos for the audience to get engaged within the process of the new menswear range. The page will be customised to reflect the brands image.
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2. DIGITAL MARKETING
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C É L I N E ’S N E W E - CO MME RCE
https/www.celine.com.en A U TU M N/ W I N T E R 1 6 / 1 7 SH OW CA M PA IGN INSPIRA TION REA D Y TO WE A R : W OM ENS M ENS H A ND BA GS SH OES LEA TH ER A C C E S S O R I E S SU NGLA SSE S JEW ELLERY CÉ LINE STORES
S H AR E
Céline will be launching a new website to show the new menswear collection, customers will be able to visit the website via mobile, tablet and computer. Consumers can easily navigate themselves around the website, where they can find products but cannot purchase them online. Social media icons are now added at the bottom of the page, where they can be easily directed to their new social media platforms.
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https/www.celine.com.en
https/www.celine.com.en
A UTUMN/ W I NTE R 16/17 SHOW C A MP A I G N I NS P I R A TI O N R E A D Y TO W E A R : W O ME NS ME NS H A ND BA G S SHOES L E A TH E R A C C E S S O R I E S S UNG L A S S E S JEWELLERY C É L I NE S TO R E S
AUTUMN/ W INTER 16/ 17
S HA RE
S HOW CAMP AIGN INS P IRATION READY TO W EAR: W OMENS M ENS HANDBAGS S HOES LEATHER ACCES S ORIES S UNGLAS S ES JEW ELLERY CÉ LINE S TORES S H ARE
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3. PR ACTIVIT Y
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MEN ’S CO L L E C TI O N: PA R IS
For Men
AUTUMN WINTER 2016/17 MENSWEAR SHOW 22ND JANUARY 2016 2.30PM PALAIS DE TOKYO 13 AVENUE DU PRÉSIDENT WILSON, 75116 PARIS, FRANCE
Marie Agnes Gillot -
RSVP: 020 29 4999 https://www.celine.com/en INVITATION ONLY.
Céline’s menswear collection will be showcased in Paris at the Palais De Tokyo during mens fashion week on the 22nd January 2016. The venue will be transformed with marble flooring and enclosed with white walls. The venue was chosen because of the modern and contemporary architecture, the building itself is quirky and atmospheric which reflects Céline. The invitations will be made with marble textured card to keep with the overall branding. Guests such as Marie- Agnes Gillot, Kayne West and Grace Coddington will be attending.
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TH E E V E NT
The launch event will be held at Céline’s flagship store in London, Mount Street on the 4th March. The event will showcase the new collection which was previously shown in Paris fashion week, this will gain awareness and press in London about the new menswear collection. The event will be kept low key, it will be an exclusive invite only for guests and Célines loyal customers. Celebrities such as Anna Dello Russo and Kayne West will be attending the event. Champagne, quality French petite deserts and canapés will be offered to guests. To create a unique experience for the event, the brand will introduce a twist of modernity to the fashion focused customer. During the event a short teaser clip of Céline For Men will be introduced capturing the main aspects of the brand. It will be streamed online on ‘Lux Worldwide’ website.
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BL O G G E R E N G AGE ME NT
Pelayo Diaz Is a blogger based in Paris, he is a huge digital influencer who shares his photography and passions on his blog ‘katelovesme.net’. Before Célines menswear is showcased in Paris, Pelayo will be updating news on the journey of Céline for Men. His blog is the most influential in the world said by The Times Magazine. He will be invited to the AW 16/17 show to take photographs, and write a press release which will be updated onto his blog soon after the show. He has many social media pages so he can share his journey and experiences of the brand and improve brand awareness.
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Toni Tran Is a blogger based in London, but also travels a lot during fashion week. He posts exclusive original content onto his blog to make it unique and stand out, capturing photography, styling, travel, architecture and fashion. His blog is perfect to capture CÊlines brand essence and show the journey of menswear. He will also be invited to the AW show in Paris and the launch event which will be held in it’s London flagship store.
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4. ADVER TISING
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BR A N D : TH E C RE ATI O N
T I M E LE SS E L E G A NC E PO W E R F U L E XC L U SI V E MODERNIT Y
CĂŠlines beautiful fabrics are sourced from Italy, the time taken and detailing of every product makes it unique, the craftsmanship and quality of the designs will capture peoples attention. Delivering high quality and unconventional fashion, minimal yet bold which will stand out from other luxury menswear brands. The journey of menswear will be advertised on CĂŠlines social media platforms.
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OU T D O OR C A M PA I G N
For Men
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The transport campaign will be positioned around London through outdoor advertisement. It will be advertised on bus shelters in Knightsbridge and Oxford Circus to attract and engage the core customer. The audience for outdoor advertising are always on the go, high income and big spenders.
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PR I N T C A M PA I G N
To attract CÊlines core customer, they will be advertising their campaign in two magazines, L’Officiel Hommes, and GQ. It will affectively get the message across to men and women to spread the word.
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For Men
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PR I N T C A M PA I G N
There will be a series of print campaigns for the AW 16/17 collection which will be produced before the launch, this will push brand awareness. The print campaign will be positioned in CÊline’s new window display and in Selfridges and Harrods concession. 40
For Men
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5. C AMPAIGN VIDEO
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The short promotional video shows the key visual elements that best describes Céline. As a brand it’s very powerful and luxurious but has an artistic twist to the brand which makes them stand out from other competitors. The video will be uploaded to Céline’s website, and social networking websites to engage with customers and improve brand awareness. The video gives a clear message for the audience to get to know the brand more, and to excite them for the new collection. It will create a visual stimulation to reach the desired customer, and bring the product to life.
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