MANOLO BLAHNIK HOME & WEDDING CAPSULE COLLECTION
MANOLO BLAHNIK HOME & WEDDING CAPSULE COLLECTION
MANOLO BLAHNIK HOME & WEDDING CAPSULE COLLECTION
FASHION AESTHETIC AND STYLE FASM 215-02 \\ SPRING 2015 PROFESSOR ALESSANDRO CANNATA MARINA VIEGAS & NATALIA ZANDOMINGO
INDEX COMPANY SUMMARY— O VER VIEW \\ 8 HISTORY \\ TIMELINE \\ 8 MIS SION STATEMENT \\ 10 CURRENT OWNERSHIP STRUCTURE \\ 10 FUTURE GROWN PLANS \\ 11 S W O T A N A LY S I S \ \ 1 2 CURRENT POSITIONING IN THE MARKET \\ 14 PERCEPTUAL MAP \\ 14 COMPETITORS \\ 15 COMPANY SUMMARY— CURRENT PLACEMENT \\ 16 COMPANY SUMMARY— CURRENT PROMOTIONAL ACTIVITIES \\ 22 5P’S OF BRAND IDENTITY — HOME & WEDDING CAPSULE COLLECTION \\ 24 H O M E & W E D D I N G C A P S U L E C O L L E C T I O N — C O N C E P T \ \ 2 5 M A R K E T A N A LY S I S \ \ 2 6 SIZE OF THE MARKET \\ 26 K E Y P L A Y E R S \ \ 2 6 C O M P E T I T I V E L A N D S C A P E A N A LY S I S \ \ 2 7 TARGET CONSUMER \\ 28 DEMOGRAPHIC SEGMENTATION & LIFESTYLE \\ 29 COSTUMER PROFILE \\ 30 PRODUCT — HOME & WEDDING CAPSULE COLLECTION \\ 32 HAIRIBAL COLLECTION \\ 32 EFFIAN COLLECTION \\ 34 PLACEMENT STRATEGY — HOME & WEDDING CAPSULE COLLECTION \\ 36 PROMOTIONAL STRATEGY — HOME & WEDDING CAPSULE COLLECTION \\ 37 CONCLUSION — HOME & WEDDING CAPSULE COLLECTION \\ 39 WORK CITED \\ 41
SUMMARY This project consists in a brand extension developed for the shoe genius, Manolo Blahnik, who was in the spotlight after being mentioned in the TV series “Sex and the City“. The goal of this capsule collection is to explore the key elements of his designs: elegance, sophistication, luxury materials, and good aesthetic. The approach is create a new product line based on the idea of highlighting how is important the shoe that a woman choose for the happiest day of her life: her weeding. Inspired by his last collection, this capsule collection
has the intention of making this
special decision be noticed by the guests who will see Manolo Blahnik
napkin rings at the
reception, and who will also receive a frame and photo album as gift. This is an opportunity for the brand to expand to new market segments, through an unusual extension
comparing
to
the
other
shoe
designers. Since it is the first stepping out of his comfort zone, this will lead the brand to more mature stage.
“YOU PUT HIGH HEELS ON AND YOU CHANGE.” — Manolo Blahnik
MANOLO BLAHNIK
COMPANY SUMMARY— O VER VIEW
HISTORY \\ TIMELINE 1940’s
1960’s
Manuel “Manolo” Blahnik Rodríguez was born
He first studied politics in Geneva, but one
in 1943, in the Canary Islands. He grew up in
semester later he decided to change his major
his family’s banana plantation with his parents
to Architecture and Literature. In 1965, he
and sister, and they were home-schooled. His
moved to Paris in order to attend the École des
mother, a fashionista, loved to buy designer
Beaux-Arts and he studied to become a stage
clothes and that was the first inspiration for the
set designer. Three years later, his was living in
future designer. His family used to go to Madrid
London as a buyer for the shoe store Zapata.
and Paris a lot, so Manolo was always connected with fashion, arts and different aesthetics.
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COMPANY SUMMARY— O VER VIEW
1970’s
2000’s
On a business trip to New York, he got the chance
Since then, Manolo’s shoes have been spotted
to show his portfolio to editor-in-chief of American
in the most exclusive stores around the world
Vogue Diana Vreeland and she suggested him to
and on his loyal clientele such as Sarah Jessica
pursue footwear design. He studied shoe soles
Parker — who made him famous in Sex and the
and he has been doing every single one for his
City and Jennifer Aniston, and more recently in
brand until these days. In 1973, he opened his
the younger fashion dictators, like Coco Rocha
firsts boutique in Chelsea, London.
and Olsen twins. He has many awards and two books to prove his excellence: “Blahnik to Boman” and “Manolo Blahnik: Drawings”.
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COMPANY SUMMARY— O VER VIEW
MISSION S TAT E M E N T Manolo Blahnik does not design shoes for the mere sake of profit. A vision in this industry is what matters; to be unshakable amongst fads and trends that have no consistency, that are foretasted upon every season.*
CURRENT OWNERSHIP STRUCTURE Manolo Blahnik International Ltd. is a Private Independent ownership. Manolo himself is the Director and his sister, Evangelina Hulsebus, is Director and Secretary of the brand. It is a really small company.
* Mission statement definied by the authors. since the brand dos not have an official one.
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COMPANY SUMMARY— O VER VIEW
FUTURE GROWN PLANS In January 2015, he released his first shoe collection for men, presented in an exquisite exposition at Sir John Soane’s Museum in London. Manolo is known for creating the most beautiful and classic shoes, and for the seasonal collections he doesn’t follow trends: he does what pleases him. Because of the world’s recession in 2008, women are getting back to basics and everyday more they want classic shapes and colors. So for now, Manolo is working really well for the market’s demand. He is working on creating more selling spots, such as the shop-inshop at Saks Fifth Avenue in NYC.
13
COMPANY SUMMARY— O VER VIEW
S W O T A N A LY S I S STRENGTHS
WEAKNESSES
Manolo knows how to make a woman feel and
Manolo doesn’t have an e-commerce.
look sexy. Classic shoes and stylish designs that please all kinds of women. Quality processes, procedures and materials — the shoes are made in Italy with luxury materials. Manolo designs every single sole of the brand and make sure that all of them are comfortable. Location and stores design — Inviting and attractive stores all over the world. It is an exclusive brand that combines high prices and low accessibility. Manolo is on most social medias and he is mentioned in a lot of TV series and movies, and by a lot of public persons, which are the biggest advertisement nowadays. Loyal consumers, strategic alliances and good relationships — Sex and the City
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Manolo has just 3 monobrands stores. Manolo has few stores selling online, which makes it harder for women to get to his products. The variety of product being low may influence on sales, because matching shoes and clutches are something that women look for. Low investment in print ads. Undifferentiated products — in relation to your competitors.
COMPANY SUMMARY— O VER VIEW
OPPORTUNITIES
THREATS
The market is demanding more classic shoes
Most shoe designers have expanded their lines
and he is the best on doing them.
to accessories, clothes and other goods.
Moving into new market segment that offer
Since the big recession, women are being more
improved profits.
conservative on shopping.
Strong presence in social media.
Competitors have superior access to channels of distribution.
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16 |79
LOW PRICE
|278
|167
LOW ACCESSIBILITY
M I U M I U |300
GUCCI
JIMMY CHOO
S A LV AT O R E F E R R A G A M O | 1 0 1
SERGIO ROSSI
M A N O L O B L A H N I K |3
|388
C H A N E L |310
P R A DA
|25
HIGH PRICE
C H R I S T I A N L O U B OT I N |35
ROGER VIVIER
CURRENT POSITIONING IN THE MARKET— PERCEPTUAL MAP
HIGH ACCESSIBILITY
CURRENT POSITIONING IN THE MARKET— COMPETITORS
As showing on the perceptual map, the chart is analyzing the competitors based on the accessibility to find those brands on the market. This analysis was based on the mono brand stores in the US, excluding outlet stores.
Brand
Price
Manolo
$600—1000
Roger Vivier
$700—800
Christian Loubotin
$800—1200
Salvatore Ferragamo
$600—800
Jimmy Cho
$600—900
Gucci
$600—800
Miu Miu
$600—800
Chanel
$800—1000
Prada
$600—1200
Distribution 3 Monobrands E-commerce \\ Department stores 25 Monobrands E-commerce \\ Department stores 35 Monobrands E-commerce \\ Department stores 101 Monobrands E-commerce \\ Department stores 167 Monobrands E-commerce \\ Department stores 278 Monobrands E-commerce \\ Department stores 300 Monobrands E-commerce \\ Department stores 310 Monobrands E-commerce* \\ Department stores** 388 Monobrands E-commerce \\ Department stores
* Chanel just sell some items in their own website. ** Just a few department stores sell Chanel products.
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COMPANY SUMMARY— CURRENT PLACEMENT
\\ CURRENT PLACEMENT
COMPANY SUMMARY— CURRENT PLACEMENT
GLOBAL HEADQUARTERS (London, UK) \\ Smets (Bruxelles, Belgium) \\ PRINTEMPS (DEAUVILLE, FRANCE) \\ Printemps (Lille, France) \\ Printemps Haussmann (Paris, France) \\ Departmentstore Quartier 206 (Berlim, Germany) \\ Apropos – The Concept Store (Cologne, Germany) \\ APROPOS – THE CONCEPT STORE (DUSSELDORF, GERMANY) \\ Apropos – The Concept Store (Hamburg- Germany) \\ Marion Heinrich (Munique, Germany) \\ LUISA WORLD (ATHENS, GREECE) \\ Brown Thomas (Dublin, Ireland) \\ Tiziana Fausti (Bergamo, Italy) \\ Luisa Via Roma (Florence, Italy) \\ ANTONIA BOUTIQUE (MILAN, ITALY) \\ Excelsior (Milan, Italy) \\ Corso Como (Milan, Italy) \\ Gente Roma (Rome, Italy) \\ Base Blu Boutique Donna (Varese, Italy) \\ Cape Cod (Strassen, Luxembourg) \\ GUM (Moscow, Russia) \\ Tsum (Moscow, Russia) \\ DLT (St. Petersburg, Russia) \\ MANOLO
BLAHNIK (Madrid, Spain) \\ MANOLO BLAHNIK, Mandarin Oriental Hotel (Madrid, Spain) \\ Tiziana Fausti (Lugano, Switzerland) \\ Savannah’s (Stockholm, Sweden) \\
BRANDROOM (NIŞANTAŞI, TURKEY)
\\ Harvey Nichols (Ankara, Turkey) \\
Brandroom(Adana, Turkey) \\ Harvey Nichols (Istambul, Turkey) \\ Harvey Nichols (Edinburgh, UK) \\ Harvey Nichols (Leeds, UK) \\ Anderson and Sheppard (London, UK) \\
MANOLO BLAHNIK (London, UK) \\ Harods
(London, UK) \\ LIBERTY (LONDON, UK) \\ Browns (London, UK) \\ Helen Marlen (Kiev, Ukraine) \\ Snow Ball S.A.R.L (Beirut, Lebanon) \\ Harvey Nichols (Kuwait City, Kuwait) \\ Harvey Nichols (Dubai, UAE) \\ The Dubai Mall (Dubai, UAE) \\ Level Shoe District (Dubai, UAE) \\ Bloomingdales (Dubai, UAE) \\ ETIHAD TOWERS (ABU DHABI, UAE) \\ Luminance (Johannesburg, South Africa) \\ Pacific Place (Hong Kong, China) \\ KONG, CHINA)
IFC MALL (HONG
\\ Shop 203 (Hong Kong, China) \\ Shop 1017 (Hong Kong, China) \\ Plaza Indonesia (Jakarta, Indonesia) \\
PLAZA SENAYAN (JAKARTA, INDONESIA) \\ Tennjin Yano-building (Fukuoka, Japan) \\ 3-4-1 Nihombashi (Tokyo, Japan) \\ 3-14-1 Shinjuku (Tokyo, Japan) \\
4-6-16 Ginza (Tokyo, Japan)
\\ 3rd Culture (Tokyo, Japan) \\ 3-16-5
SHINJUKU (TOKYO, JAPAN) \\ 6-8-7 Ginza (Tokyo, Japan) \\ 3-25-15 Jingumae (Tokyo, Japan) \\ 4-2-14 Hingumae (Tokyo, Japan) \\ 1-5-6 Jinnan (Tokyo, Japan) \\ 1-28-1 Minami-Ikebkuro (Tokyo, Japan) \\ 21-1 UDAGAWA-CHO (TOKYO, JAPAN) \\ 3-18-1 Minami-Aoyama (Tokyo, Japan) \\
1F GALERIA TOKYO MIDTOWN (TOKYO, JAPAN)
\\ Ginza
Namiki Street Building (Tokyo, Japan) \\ ROPPONGI HILL (TOKYO, JAPAN) \\ 2-11-1 Sendagaya (Tokyo, Japan) \\ 3-17-1 Tamagawa (Tokyo, Japan) \\ 1-32-18 Ebishnishi (Tokyo, Japan) \\ 5-1-5 (Osaka, Japan) \\ Grand Front Osaka-South Building (Osaka, Japan) \\ 1F South Building (Osaka, Japan) \\ Saks Fifth Avenue (Almaty, Kazakhstan) \\ Galleria Department Store, 3F (Seoul, Korea) \\ 2/F, 429 APGUJEONG-DONG 429 (SEOUL, KOREA) \\ 3F, 159-7 Samsung-dong (Seoul, Korea) \\ 2/F, SEOCHO-GU (SEOUL, KOREA) \\ 2/F, 52-5 Choongmooro-ga (Seoul,
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COMPANY SUMMARY— CURRENT PLACEMENT
Korea)\\ 2F, 2077 Dalgubuldaero (Daegu, Korea) \\ 260 and 391 Orchard Road (Singapore, Singapore) \\ GAYSORN (BANKOK, THAILAND) \\ 1/F, No. 133 (Tapei, Taiwan) \\ Quincy (New South Wales, Australia) \\ Holt Renfrew 51 (Alberta, Canada) \\ HOLT RENFREW 62 (ALBERTA, CANADA) \\ Browns - Pacific Center (British Colombia, Canada) \\ Holt Renfrew 71 (British Colombia, Canada) \\ Holt Renfrew 23 (Ontario, Canada) \\ Yorkdale Shopping Center (Ontario, Canada) \\ BROWNS - BLOOR ST (ONTARIO, CANADA) \\ Bay & Bloor (Ontario, Canada) \\ Davids (Ontario, Canada) \\ Holt Renfrew 21 (Ontario, Canada) \\ Bayview Village Shopping Center (Ontario, Canada) \\ Holt Renfrew 11 (Quebec, Canada) \\ Browns - Rockland (Quebec, Canada) \\ Saks Mexico (Mexico DF, Mexico) \\ Saks Fifth Avenue (Birmingham, USA) \\ Saks Fifth Avenue (Phoenix, USA) \\ Neiman Marcus (Scottsdale, USA) \\ Nordstrom 380 (Scottsdale, USA) \\ Barney’s (Scottdale, USA) \\ Neiman Marcus (Canora Park, USA) \\ Nordstrom 341 (Canoga Park, USA) \\ Nordstrom 320 (Costa Mesa, USA) \\ Saks Fifth Avenue (Costa Mesa, USA) \\ Barneys LA (Beverly Hills, USA) \\ Neiman Marcus (Newport Beach, USA) \\ Neiman Marcus (Beverly Hills, USA) \\ Barney’s (Los Angeles, USA) \\ Saks Fifth Avenue (Los Angeles, USA) \\ THE ROW (LOS ANGELES, USA) \\ Carolina Herrera (Los Angeles, USA) \\ Nordstrom 349 (Los Angeles, USA) \\ Saks Fifth Avenue (Palm Desert, USA) \\ Neiman Marcus (Palo Alto, USA) \\ Nordstrom 422 (Palo Alato, USA) \\ Wilkes Bashford (Palo Alto, USA) \\ Neiman Marcus (San Diego, USA) \\ NORDSTROM 360 (SAN DIEGO, USA) \\ Nordstrom 361 (San Diego, USA) \\ BARNEY’S (SAN FRANCISCO, USA) \\ Neiman Marcus (San Francisco, USA) \\ Saks Fifth Avenue (San Francisco, USA) \\ Wilkes Bashford (San Francisco, USA) \\ Nordstrom 427 (San Francisco, USA) \\ Nordstrom 425 (San Jose, USA) \\ Saks Fifth Avenue (Santa Barbara , USA) \\ Nordstrom 353 (Santa Monica, USA) \\ Foot Candy (Sonoma, USA) \\ Foot Candy (St. Helena, USA) \\ Nordstrom 421 (Walnut Creek, USA) \\ Foot Candy (Walnut Creek, USA) \\ Bloomingbirds (Aspen, USA) \\ Neiman Marcus (Denver, USA) \\ Nordstrom 37 (Denver, USA) \\ RICHARDS (GREENWICH, USA) \\ Saks Fifth Avenue (Greenwich, USA) \\ Mitchellds (Westport, USA) \\ Neiman Marcus (Washington DC, USA) \\ Hu’s Shoes (Washington DC, USA) \\ Nordstrom 774 (Miami, USA) \\ Neiman Marcus (Miami, USA) \\ Carolina Herrera (Miami, USA) \\ Saks Fifth Avenue (Miami, USA) \\ Neiman Marcus (Boca Raton, USA) \\ Nordstrom 762 (Boca Raton, USA) \\ Saks Fifth Avenue (Boca Raton, USA) \\ NEIMAN MARCUS (CORAL GLOBES, USA) \\ Nordstrom 763 (Coral Globes, USA) \\ Neiman Marcus (Fort Lauderdale, USA) \\ Marissa Colletions (Naples, USA) \\ Saks Fifth Avenue (Naples, USA) \\ NORDSTROM 775 (NAPLES, USA) \\ Neiman Marcus (Orlando, USA \\ Neiman Marcus (Palm Beach, USA) \\
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Saks Fifth Avenue (Palm Beach, USA) \\ Saks Fifth Avenue (Sarasota, USA) \\ Neiman Marcus (Tampa, USA) \\ Jeffreys (Atlanta, USA) \\ Neiman Marcus (Atlanta, USA) \\ Nordstrom 772 (Atlanta, USA) \\ Saks Fifth Avenue (Atlanta, USA) \\ Neiman Marcus (Honolulu, USA) \\ Nordstrom 706 (Honolulu, USA) \\ ELLE ROSE (KETCHURN, USA) \\ Barney’s (Chicago, USA) \\ Neiman Marcus (Chicago, USA) \\ Ikram (Chicago, USA) \\ Nordstrom 220 (Chicago, USA) \\ Saks Fifth Avenue (Chicago, USA) \\ Neiman Marcus (Northbrook, USA) \\ Neiman Marcus (Oak Brook, USA) \\ Nordstrom 221 (Oak Brook, USA) \\ SAKS FIFTH AVENUE (INDIANAPOLIS, USA) \\ Saks Fifth Avenue (New Orleans, USA) \\ Cece Shoes (New Orleans, USA) \\ Saks Fifth Avenue (Chevy Chase, Nordstrom 531 (Natick, USA) \\ Neiman Marcus (St. Natick, USA) \\ Neiman Marcus (Troy, USA) \\ Saks Fifth Avenue (Troy, USA) \\ Nordstrom (Troy, USA) \\ Nordstrom 222 (Bloomington, USA) \\ Neiman Marcus (Minneapolis, USA) \\ Maioson Weiss (Jackson, USA) \\ NEIMAN MARCUS (ST. LOUIS, USA) \\ Saks Fifth Avenue (Frontenac, USA) \\ Barney’s (Las Vegas, USA) \\ Neiman Marcus (Las Vegas, USA) \\ Saks Fifth Avenue (Las Vegas, USA) \\ Wynn Hotel (Las Vegas, USA) \\ Nordstrom 386 (Las Vegas, USA) \\ Neiman Marcus (Paramus, USA) \\ Nordstrom 520 (Paramus, USA) \\ GARMANY (RED BANK, USA) \\ Neiman Marcus (Short Hills, USA) \\ Saks Fifth Avenue (Short Hills, USA) \\ Nordstrom 527 (Short Hills, USA) \\ Esti’s (Brooklyn, USA) \\ Barney’s (Brooklyn, USA) \\ Lisa Perry (East Hampton, USA) \\ Nordstrom 524 (Garden City, USA) \\ Marshs (Huntington, USA) \\ Saks Fifth Avenue (Huntington, USA) \\ Hirshleifers (Manhasset, USA) \\ 31 West (New York, USA) \\ Barney’s (New York, USA) \\ Bergdorf Goodman (New York, USA) \\ Carolina Herrera (New York, USA) \\ Jeffreys (New York, USA) \\ Nordstrom 523 (White Plains, USA) \\ Neiman Marcus (White Plains, USA) \\ Bob Ellis (Charleston, USA) \\ Coplon’s (Charleston, USA) \\ Neiman Marcus (Charlotte, USA) \\
COMPANY SUMMARY— CURRENT PLACEMENT
USA) \\ Barney’s (Boston, USA) \\ Neiman Marcus (Boston, USA) \\ Saks Fifth Avenue (Boston, USA) \\
Nordstrom 750 (Charlotte, USA) \\ Saks Fifth Avenue (Raleigh, USA) \\ Balliet’s (Oklahoma City, USA) \\ Saks Fifth Avenue (Tulsa, USA) \\ Saks Fifth Avenue (Beachwood, USA) \\ Saks Fifth Avenue (Cincinnati, USA) \\ SAKS FIFTH AVENUE (COLUMBUS, USA) \\ Nordstrom 20 (Portland, USA) \\ Mario’s (Portland, USA) \\ Neiman Marcus (King of Prussia, USA) \\ Nordstrom 629 (King of Prussia, USA) \\ Boyds (Philadelphia, USA) \\ Nordstrom 237 (Pittsburgh, USA \\ Joseph Wexner (Memphis, USA) \\ Nordstrom 759 (Nashville, USA) \\ Neiman Marcus (Austin, USA \\ Neiman Marcus (Dallas, USA) \\ Carolina Herrera (Dalas, USA) \\ NEIMAN MARCUS (FT, WORTH, USA) \\ Neiman Marcus (Houston, USA) \\ Saks Fifth Avenue (Houston, USA \\ Nordstrom 730 (Houston, USA) \\ JOSEPH WEXNER (HOUSTON, USA) \\ Neiman Marcus (Plano, USA) \\ Neiman Marcus (San Antonio, USA)\\ Saks Fifth Avenue (San Antonio, USA) \\ Neiman Marcus (McLean, USA) \\ Saks Fifth Avenue (McLean, USA) \\ Nordstrom 600 (McLean, USA) \\ Saks Fifth Avenue (Richmond, USA) \\ Neiman Marcus (Bellevue, USA) \\ Nordstrom 4 (Bellevue, USA) \\ Barney’s (Seattle, USA) \\ Mario’s (Seattle, USA) \\ Nordstrom 1 (Seattle, USA) www.barneys.com \\
www.bergdorfgoodman.com
www.saksfifthavenue.com
\\
\\ WWW.NEIMANMARCUS.COM \\ www.nordstrom.com
www.marissacollections.com
(sales
within
US
only)
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COMPANY SUMMARY— CURRENT PROMOTIONAL ACTIVITIES
CURRENT PROMOTIONAL ACTIVITIES Manolo Blahnik is a small brand and starting at
costs, which it has become really powerful
the point that in the USA, as also around the
nowadays
world is really high to promotion, which include
improving brand loyalty. Also, his brand focus
print ads in fashion magazines — as example, to
in richer costumer experiences through social
promote at Vogue magazine the investment for 1
media, but also providing a different experience
page is around US$ 150,000, billboards, etc.,
with the store, and together those improved
his brand has taken advantage merchandising
customer insights.
increasing
brand
recognition,
through social media, decreasing marketing
182K LIKES
125K
FOLLOWERS
683K
FOLLOWERS 25
5P’S OF BRAND IDENTITY — HOME & WEDDING CAPSULE COLLECTION
PEOPLE
PROMOTIONAL ACTIVITIES
PROPERTY PRODUCT
PRODUCT PRESENTATION
26
HOME & WEDDING CAPSULE COLLECTION — CONCEPT
CONCEPT Home and wedding decoration items were developed inspired by Manolo Blahnik’s last collection. The line is for women that do not wear shoes because of its utility, but as a fashionable piece of their look. The capsule collection is influenced by the theme weddings, and it is based on the important decision which is choosing the shoe for the big day, specially if it is a Manolo Blahnik. In this case, the bride not only wear his shoes, but use his designs as decoration.
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M A R K E T A N A L U S I S — S I Z E O F T H E M A R K E T \ \ K E Y P L A Y E R S
SIZE OF THE MARKET LUXURY WRITING INSTRUMENTS AND STATIONARY IN THE U.S.: Value Sales in 2014: US$ 85 million Innovation and competition:
Mid-tier stationary
Store-based retailing 98%
Internet retailing 2%
K E Y P L AY E R S MONTBLANC LOUIS VUITTON TIFFANY AND CO. MULBERRY LOEWE KATE SPADE SMYTHSON RALPH LAUREN POTTERY BARN
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|140
P OT T E RY BA R N
K AT E S PA D E |173
|121
LOW ACCESSIBILITY
T I F FA N Y & C O .
LOW PRICE
RALPH LAUREN
213
LOUIS VUITTON
|72
HIGH PRICE
M O N T B L A N C |10
M U L B E R R Y |10
S M Y T H S O N |1
L O E W E |0
M A R K E T A N A LY S I S — C O M P E T I T V E L A N D S C A P E A N A LY S I S
HIGH ACCESSIBILITY
M A N O L O |1
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“I’VE SPENT $40,000 ON SHOES AND I HAVE NO PLACE TO LIVE? I WILL LITERALLY BE THE OLD WOMAN WHO LIVED IN HER SHOES!” — Carrie Bradshaw
TARGET CONSUMER — DEMOGRAPHIC SEGMENTATION & LIFESTYLE
DEMOGRAPHIC S E G M E N TAT I O N Gender: Female Age: 24-50 years-old Income: $100,000 —$500,000 Education: College graduated
LIFESTYLE Work: Urban areas Leisure
activities: Traveling \\ Taking care of body and self image \\
Concerts and plays \\ Social events \\ Throwing parties \\ Reading \\ Cooking \\ Listening to music
Opinions: Keep up with trends \\ Inspired by fashion magazines, such as Vogue \\ Politics and Economy \\ Interest in interior design \\ Family and friendship are priority \\ Quality and style are essential \\
Technology
and usage: Always connected \\
Media Consumed: Movies \\ Books \\ Magazines \\ Newspaper \\ Social Media \\ Blogs \\ Internet \\ TV
Shopping Habits: E-commerce \\ Monobrands \\ Department stores \\ Shopping Malls
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TARGET CONSUMER —COSTUMER PROFILE
THINKER
V A L S TM — V A L U E S , ATTITUDES AND LIFESTYLES
Mature \\ Satisfied \\ Reflective Knowledge \\ Responsibility Conservative \\ Comfortable
Name: Eloise Smith, French Age: 40 years-old
Leisure Activities:
Occupation: Economist
husband, and reserves her weekends for
Annual Income: $400,000
her children. She likes to be involved with charities and environmental responsibilities.
Education Degree: Bachelor of Economy
She dedicates time to take care of her health by
and Finance at the University of Harvard \\
doing yoga and shopping for organics.
Master of Business Administration (MBA),
Vacation / Travel:
International Business
Her last trip was a family getaway to the
Residence/ Type & Location: Pent
Caribbean Islands. Every summer she goes
House in New York, Upper East Side \\ Summer
to Italy, and usually travels to another country
house in Capri, Italy
in order to have new experiences in different
Marital
cultures.
status: Married for 13 years-old
Spouse’s
occupation: Petter Smith,
Favorite
designers:
international lawyer
Chanel, Bottega Venetta, Giorgi Armani, Cartier,
Children/age: Twins, 4 years-old, Dante
Dior, Manolo Blanik, Emilio Pucci
and Marie Louise
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She loves to go out for dinner with her
TARGET CONSUMER —COSTUMER PROFILE
ACHIEVER
V A L S TM — V A L U E S , ATTITUDES AND LIFESTYLES
Busy \\ Motivated \\ Career Family \\ Stability \\ Success Self-discovery \\ Image
Name: Cloe Jones Age: 24 years-old
Vacation / Travel:
Occupation: Teen Vogue Journalist
weeding. She enjoys going to visit exotic places
Annual Income: $100,000 + Family funds Education Degree: BA (Hons) Magazine Publishing, Central Saint Martins, London Studying Photography at California College of Arts, CA, USA
Her last destination was Greece for a friend’s to get inspired by new cultures.
Favorite
designers:
Givenchy, Balenciaga, Ellie Saab, Prabal Gurung, The Row, Charlotte Olympia, Rag & Bone, Saint Laurent.
Residence/ Type & Location: Condo, Los Angeles, California \\ Family’s house for winter in Aspen, Colorado.
Marital status: Single Leisure Activities: She loves to go out for parties with her friends. During the weekends she goes to the beach, and do brunch with her girlfriends. She enjoys cooking and dance classes.
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PRODUCT — HOME & WEDDING CAPSULE COLLECTION
HAIRIBAL COLLECTION
Deffian Photo Frame $150
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Bribal Napkin Ring $40.
PRODUCT — HOME & WEDDING CAPSULE COLLECTION
Deffian Photo Album $215
Deffian Photo Album $215
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PRODUCT — HOME & WEDDING CAPSULE COLLECTION
EFFIAN COLLECTION
Deffian Photo Frame $120.
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Deffian Napkin Ring $35.
PRODUCT — HOME & WEDDING CAPSULE COLLECTION
Deffian Photo Album $200.
Deffian Photo Album $180
37
PLACEMENT STRATEGY — HOME & WEDDING CAPSULE COLLECTION
CAROLINA HERRERA, NY
MANOLO BLAHNIK, LONDON
CAROLINA HERRERA, LA
The capsule collection is going to be as exclusive as his brides are: it will be available in 5 locations only. Manolo Blahnik has three mono brand stores; one in London and two in Madrid, and those will carry the line. For the american clients, the two most stylish cities: New York and LA. And those will be located inside Carolina MANOLO BLAHNIK, MADRID
Herrera’s store along with her bridal collection. She already carries his designs.
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PROMOTIONAL STRATEGY — HOME & WEDDING CAPSULE COLLECTION
Keeping the brand strategy, the promotion of the line will be through social medias. And, as for the men’s lines presented this January, a trunk show will be held at London’s Sir John Soane Museum for his loyal client and closest friends.
39
CONCLUSION — HOME & WEDDING CAPSULE COLLECTION
C O N C LU S I O N The final capsule collection shows how the brand’s consistence puts it in a privileged position to expand to new segments. It is necessary to get out of the comfort zone in order to provide new options for the loyal clients, and attract new ones. It all about self promotion and creating even more exclusive pieces for the fashionable and elegant women that has a closet full of Manolo Blahnik.
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WORK CITED
WEBSITES http://www.manoloblahnik.com http://www.fashionintime.org/history-manolo-blahnik-man http://www.avogueintention.com/?p=2295 http://www.vogue.it/en/people-are-talking-about/focus-on/2010/03/manolo-blahnik http://www.nytimes.com/2011/10/16/fashion/manolo-blahnik-shoes-regain-it-status-in-fashion-world.html?_r=1 http://0-www.portal.euromonitor.com.library.scad.edu/portal/analysis/relatedtab http://www.rogervivier.com http://us.christianlouboutin.com/us_en/ http://www.sergiorossi.com/us http://www.ferragamo.com/shop/en/usa http://us.jimmychoo.com/en/home http://www.gucci.com/us/home http://www.miumiu.com/en?cc=US http://www.chanel.com/en_US/ http://www.prada.com/en.html?cc=US http://www.loewe.com http://www.smythson.com/us/ http://www.mulberry.com/us/ http://www.montblanc.com/en-us/home.html http://us.louisvuitton.com/eng-us/homepage http://www.tiffany.com http://www.katespade.com http://www.potterybarn.com/shop http://www.ralphlaurenhome.com
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MANOLO BLAHNIK HOME & WEDDING CAPSULE COLLECTION
FASHION AESTHETIC AND STYLE FASM 215-02 \\ SPRING 2015 PROFESSOR ALESSANDRO CANNATA MARINA VIEGAS & NATALIA ZANDOMINGO