MAINBOCHER CREATIVE MANUAL
CONTENTS 1. Brand Strategy 2. Market Research 3. Repositioning 4. Target Consumer 5. Brand Identity 6. Communication Strategy
BRAND STRATEGY Mainbochers Lingerie line has a vision to embellish what was once before. From the history of the corset Mainbocher has taken the hidden success by turning the brand into a luxurious lingerie business, luxury not only being within the products but in the service too, by providing a pristine experience allows us to build the cliental we aim to achieve. Luxurious, and empowering. Mainbocher is the place to explore to achieve this. Its where you can explore the limits of your own imagination. Online and instore allows women across the world to find the finest lingerie around.
Mainbocher lingerie will be launched in 2020 where the team will have created and collected only the finest and exciting lingerie for your enjoyment and exploration of self-confidence. The excitement of having one to one experience in store with only the best professionals will allow women to find the perfect fit and items which can also be very beneficial to women. It will allow women to discover an experience like no other and explore deep desires for one’s complexity. Mainbocher believes wearing underwear is a natural and beautiful experience which represents an individual’s satisfaction of the way they want to look. Surrender your desires and allow Mainbocher to lead you to unknown temptations.
MARKET RESEARCH Launching in Pairs, Russia, New York and the UK allows a large percentage of the public to have access to stores and receive the specialist treatment we have to offer. Paris is where Mainbocher originated and manufactured therefore that’s where they will continue too. Mainbocher then moved onto New York which is also the heart to a lot of people’s holiday destinations, therefore tourism will attract a large number of people, the same thing going for the UK.
COLLABORATIVE PARTNERS
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REPOSTIONING
HIGH PRICE COCO DE MER
BLUE BELLA
RIGBY AND PELLER
LOW QUALITY
HONEY BURDETTE
ASOS
AGENT PROVOCATUER
VICTORIA SECRET
ANN SUMMER CALVIN KLEIN BOUX AVENUE
LOW PRICE
HIUGH QUALITY
GILLY HICKS
WONDER BRA
MAINBOCHER
TARGET CONSUMERS
BRAND IDENTITY
PACKAGING MOODBOARD
Photoshoot
ONLINE TOUCHPOINTS
Online touchpoints will be a big thing due to the generation we are in. Everyone shops online due to being too busy to try on, not having the energy to try on in store and so on, however one click and things can be on the doorstep of your own house within 1 working day. This for Mainbocher will be an advantage point. The website will be accessible on tablets, laptops and mobile devices which gives people the opportunity to access us anywhere any time. Email services will be a 24-hour operation therefore if there are issues with products we are on hand.
Bought media will be the following images which include banners for outside the store. Each store will contain the banners of the original famous Mainbocher corset image followed by the new modern updated version. Earned media will include all social media advertising such as Facebook pages, twitter posts, Instagram blogging and viral campaigns to release any new collections.
Bannner and Posters to be Advertised
MAINBOCHER LINGERIE
Social media campaigns
OFFLINE TOUCHPOINTS
Mainbochers offline touchpoints will include having brand stores which will be located in Paris, Russia, New York and the UK, pop up stores will also be located in Harrods and possibly in new countries as time goes on. Owned media will include having brochures for clients when they come into store and when they order online they will receive them in the order packaging. A monthly magazine will be printed of new collections or events Mainbocher has participated in. Packaging will be personalised and simple which represents the brand well.
Text messages will be sent when orders have been received so that the consumers know where their orders are and be given selected time slots so that they can ensure they will be home. Each store will require employees to run the stores and each will have 2 managers to rotate during the week, managers will also help with events that Mainbocher take part in or run themselves such as the Mainbocher Runway show they will held each year. This will be open to the public and famous figures.
MAINBOCHER CREATIVE MANUAL