BRAND FRAGRANCE LAUNCH PCI AVAILABILITY: JANUARY 2010 FIELD LAUNCH : FEBRUARY 2010
THE BRAND
A MATURE BRAND 20 YEARS OF CREATION
Belgian fashion designer studied at the Antwerp’s Royal Academy of Fine Arts ---------------------------------------------------1984 – 1987: Martin Margiela assists J.P. Gaultier ---------------------------------------1988: Founding of Maison Martin Margiela in Paris ---------------------------------------1998 – 2003: designer for Hermès --------------------------------------------------------------2002: Renzo Rosso becomes MMM partner and majority share holder
THE AVANT-GARDIST ARTISAN
A TRUE ARTISAN
A brand focused on the PRODUCT
An INTIMATE, PERSONAL and EXPERIMENTAL approach
A TIMELESS style
AVANT GARDIST
A pioneer (deconstruction, second life to garments)
A style that continuously challenges the conventions of fashion
A critical view of the consumer society
A REAL PHILOSOPHY… RATHER THAN A STRATEGY
MAISON COMMUNITY APPROACH The designer never appears in public
CRAFTSMANSHIP ESSENTIALITY TIMELESSNESS
TRANSFORMATION REINTREPRETATION « There is always a Margiela way to do it »
THE BRAND CODES WHITE
NO LOGO
REFINED ROUGHNESS
Original label before the creation of other lines
Other lines label
« the soul of the familiar »
Absence of signature Confidentiality & initiation “Understatement” luxury
Raw Materials Simplicity “Art brut”
NO LOGO
« 20 YEARS » FASHION SHOW (PARIS, OCTOBER 2008)
« 20 YEARS » EXHIBITION (Antwerp; Munich)
A BRAND ON THE MOVE
EYEWEAR 2007
FINE JEWELLERY 2008
DESIGN 2010 (salone del mobile Milan - April 09)
PRESS RELEASES – MORE EXPOSURE THAN CHLOE & STELLA MCCARTNEY
PRESS RELEASES – MEN’S FASHION
KEY FIGURES
70M€(+24%)in 2008
A WELL DEVELOPPED RETAIL NETWORK
A WELL BALANCED WORLDWIDE SALES
70
20 2003
2008
WOMAN: 60%; MAN: 40%
500 POS 17 Boutiques 19 Shop in shop
15% 14% 13% 11% 11% 11%
US Italy Japan Asia France Eastern Europe
17 BOUTIQUES IN 16 CITIES
MILAN
LOS ANGELES
ST PETERSBOURG
HONG KONG
LONDON
FRAGRANCE POSITIONING
AVANT-GARDE CRAFTMADE FRAGRANCES
FRAGRANCE POSITIONING
THE NEW LUXURY -
NEW MODESTY ESSENTIALITY CRAFTMANSHIP PRODUCT FOCUSED AUDACITY
LUXURY REDEFINED
In recent year the word luxury has become synonymous with ostentation; however, with the credit crunch, there is a growing sense that ostentation and conspicuous consumption is in poor taste. The redefinition of luxury for the post-crisis era is discreet luxury that speaks about detailing, highest quality, immaculate craftsmanship with a creative twist.
The design that Maison Martin Margiela characterizes, is new luxury since 20 years now. The Maison Martin Margiela Perfume will epitomize the new luxury in Fragrance.
essentiality and audacity
FRAGRANCE CONCEPT
Fragrance essentiality The essentiality and quality of the juice The savoir-faire of perfumery
(code) name: Premier Parfum Embodying the original perfume, the birth, the first time, the initiatic experience, the elected
A FOUNDING ACT THE ULTIMATE EXPRESSION OF MAISON MARTIN MARGIELA QUINTESSENCE
AN ICONOCLASTIC JUICE
A rupturist scent that will reopen a segment on the market
A quality focused approach
-Naturality -Rarity & preciousness of its ingredients
The new green reference in the market A Fragrance built around an exceptional component: GALBANUM Maison Martin Margiela plays with the forgotten luxury of ÂŤ Haute Parfumerie Âť ingredients, symbol of authentic and beautiful naturality. Made of exceptional components, as valuable as rare and noble, this fragrance lives out of price and technique limits, to reach hyper luxury with an hand-crafted touch. A concentrate of aesthetic emotions intense and rare.
green floral perfume dazzling green notes turns into something warm and sensually smoked
FRAGRANCE PYRAMID
TOP Box Tree Green Galbanum Essence Bitter Orange Tree Absolu HEART Jasmine Galbanum Resinoide Lentiscus Essence DRYDOWN Incense Serenolide (white musk) Ceddar Wood
THE BOTTLE
Inspired by apothecary bottles that were once used in traditional perfumery, the first Maison Martin Margiela fragrance is in in line with the codes of the brand: random painting on the bottle, misappropriation and rough elements.
THE BOTTLE
Apothecary bottle covered in white paint Metallic pump with unique design Cord sealing on the cap (to be confirmed) White pouch to protect the bottle
THE BOX
Artwork to be confirmed
MARKETING PLAN 2010-2012
ACCESSORY FRAGRANCES
CENTRAL FRAGRANCES
Feb 2010
FEMALE FRAGRANCE
XMAS EDITIONS
Feb 2011
Sept 2011
MALE FRAGRANCE
Feb 2012
EAU UNISEX
ARTISANAL FRAGRANCE
LAUNCH STRATEGY CREATE DESIRABILITY AMONG PRESS AND RETAILERS FOR A NEW FRAGRANCE LAUNCH
STEP 1 (OCT 2009) PRESS LAUNCH (FORMAT TBC) STEP 2 (OCT-DEC) BUZZ SPREADING PRE-SAMPLING STEP 3 (FEB 2010) LAUNCH POS VISIBILITY
BUSINESS MODEL
POS Creative uniqueness in store Sampling
« INTIMATE » RELATION Journalist, Retailer, Consumer
Progressive opening of key POS DN YEAR 1 = V&R DN at launch
BUSINESS MODEL
POS Creative uniqueness in store Window domination BA specific program SAMPLING RELATION -PR -Internet -Loyalty MEDIA Print advertising in selected magazines
BUSINESS MODEL
Year 1 POS: 30% CA SAMPLING: 10% CA RELATION : 15% CA MEDIA: 15% CA
MERCHANDISING PREVIEW (BOOK TO BE SENT SOON)
Make white visible‌
WINDOW TEASING