FASHION BUSINESS IN PRACTICE NEHA PRASAD YEAR 3 - H00137191 FASHION MARKETING & RETAILING
CONTENTS BRAND HISTORY COLLECTION PRODUCT RANGE TARGET MARKET SWOT ANALYSIS COMPETITORS CONCEPT - BRAND EXTENSION TARGET MARKET SWOT ANALYSIS COMPETITORS
CONTENTS FRAGRANCE BOTTLE DESIGN FRAGRANCE PACKAGING DESIGN MARKETING STRATEGIES PROMOTIONAL STRATGIES EVENT CONCEPT LOCATION &DECOR FOOD &ENTERNTAINMENT INVITATIONS &GIFTS FOR GUESTS EVENT SCHEDULE
BRAND HISTORY MIU MIU IS A HIGH FASHION ITALIAN LUXURY BRAND. IT IS WELL KNOWN FOR ITS WOMENSWEAR. MIUCCIA PRADA FOUNDED THE BRAND IN 1993. BACK THEN MIU MIU WAS STILL A CLOTHING LINE AND NOT THE FULLY-FLEDGED BRAND THAT IT IS TODAY. MIU MIU IS THE SISTER BRAND OF PRADA. WHILE PRADA IS MORE ELEGANT AND REFINED, MIU MIU IS FUN, SENSUOUS AND REBELLIOUS. IF BOTH BRANDS WERE PERSONIFIED PRADA WOULD BE THE OLDER ELEGANT SISTER WHILE MIU MIU WOULD BE THE YOUNGER SISTER WHO IS ECLECTIC AND A TROUBLEMAKER. THE BRAND NAME COINCIDENTALLY IS MIUCCIA PRADA’S NICKNAME. THE MIU MIU CLOTHING LINE WAS INITIALLY INTRODUCED AS A LESS EXPENSIVE ALTERNATIVE TO PRADA AND THE MAIN INSPIRATION WAS MIUCCIA’S WARDROBE. MIUCCIA PRADA IS KNOWN FOR HER FUN AND FLIRTY DESIGNS. SHE DOESN’T LIKE MIXING ART WITH FASHION. HER BUSINESS PHILOSOPHY IS “ART IS FOR EXPRESSING IDEAS AND FOR EXPRESSING A VISION. MY JOB IS TO SELL.” SHE ALSO SAYS THAT SHE DOESN’T TAKE FASHION TOO SERIOUSLY AND THAT IT SHOULD BE FUN. MIU MIU HAS EXPANDED OVER THE YEARS FROM A CLOTHING LINE TO A BRAND THAT OFFERS A WIDE PRODUCT RANGE WHICH INCLUDES READY TO WEAR, ACCESSORIES, SHOES, LEATHER GOODS AND EYEWEAR. IN 2015 MIU MIU WILL BE LAUNCHING THEIR FIRST FRAGRANCE LINE.
BRAND HISTORY: COLLECTIONS OVER THE YEARS
THE STYLE OF THE BRAND CAN BE SEEN IN ITS SILHOUETTES. IT CAN BE DESCRIBED AS CLASSIC BUT UPDATED TO FIT A YOUNG WOMAN’S WARDROBE. MOST COLLECTIONS FEATURE PRINTS AND SHEER FABRICS WHICH ADD TO THE SIGNATURE STYLE. SOME OF THE BRAND’S ICONIC PRODUCTS FEATURE THE MATELASSE TECHNIQUE AND CRYSTAL EMBELLISHING. THE MATTELASSE TECHNIQUE APPEARS ON HANDBAGS AND ACCESSORIES WHILE CRYSTAL EMBELLISHMENTS APPEAR FREQUENTLY ON CLOTHING, SHOES AND HANDBAGS AS WELL. THE MATELASSE PATTERN AND CRYTSTAL EMBELLISHMENT ARE A SIGNATURE STYLE OF MIU MIU.
RTW SPRING SUMMER 2008 RTW SPRING SUMMER 2011
IN THE PREVIOUS YEARS, MIU MIU USED TO HAVE A MENSWEAR LINE ALONG WITH THE WOMENSWEAR. MIUCCIA PRADA DECIDED TO DISCONTINUE THE MENSWEAR LINE TO FOCUS HER ATTENTION ON THE WOMENSWEAR LINE, WHOSE SALES HAD DOUBLED IN THE SPAN OF TWO YEARS.
SPRING/SUMMER 2015 COLLECTION THE SPRING/ SUMMER 2015 READY TO WEAR FOR WOMENSWEAR WAS THE MOST RECENT COLLECTION. IT HAD MUSIC FROM THE 1974 MOVIE, FEMALE TROUBLE. THE THEME SONG SUNG BY DIVINE AND OTHER COVERS OF THE SONG WAS THE “KEY MUSICAL ACCOMPANIMENT TO THE COLLECTION”. “I’M NOT SUCH A SERIOUS PERSON” SAYS MIUCCIA PRADA. GOING THROUGH THE LOOKS YOU COME ACROSS UNIFORMS. UNIFORMS OF THE MODERN DAY PUNK GIRL, BAD GIRL AND THE REBEL. FOR THIS COLLECTION MIUCCIA HAS EXPERIMENTED WITH THE HOUSECOAT QUITE A BIT. IT IS SEEN IN MANY COLOURS, PATTERNS, PRINTS AND TEXTURES. THE STAPLES OF THE COLLECTION INCLUDED CROP TOPS, A LINE SKIRTS THAT SKIMMED THE KNEES AND CROPPED PANTS. HANDBAGS FEATURED IN THE FASHION HAVE A DIVERSE COLOUR PALETTE, SOME FEATURING THE ICONIC MATELASSE PATTERN. THE MOST COMMON EMBELLISHMENT FOR SHOES WERE BOWS. WIDE BELTS WERE FEATURED ON MOST CROP TOP AND SKIRT OUTFITS. THE BELTS VARIED IN DESIGN AND FEATURE INTERESTING PRINTS.
MIU MIU’S PRODUCT RANGE MIU MIU’S PRODUCT RANGE IS QUITE DIVERSE. THE BRAND IS REALLY WELL KNOWN FOR ITS READY TO WEAR COLLECTION FOR WOMEN. MIU MIU USUALLY HAS TWO COLLECTIONS EVERY YEAR - SPRING/ SUMMER AND AUTUMN/ WINTER. MIUCCIA PRADA ALSO SHOWCASED A CRUISE COLLECTION THIS YEAR. OTHER THAN THE READY TO WEAR COLLECTION, THEY ALSO HAVE A RANGE OF SHOES, HANDBAGS, ACCESSORIES (WHICH INCLUDE WALLETS, KEYHOLDERS, TECH ACCESSORIES), JEWELLERY AND EYEWEAR.
TARGET MARKET “MIU MIU IS CHARACTERIZED BY ITS AVANT-GARDE, SENSUAL AND PROVOCATIVE STYLE, WHICH SEEKS TO EVOKE A LUXURIOUS SENSE OF FREEDOM AND INTIMACY WITH ATTENTION TO DETAIL AND HIGH QUALITY. “MIU MIU TARGET WOMEN THAT ARE DRIVEN BY A MODERN SPIRIT OF EXPLORATION AND EXPERIMENTATION IN THEIR FASHION CHOICES.” HERE IS A BRIEF DESCRIPTION ABOUT THE KIND OF CLIENTELE MIU MIU TARGETS; A YOUNG WOMAN WHO IS FROM A WELL OFF FAMILY. SHE IS EDUCATED AND CAREER DRIVEN. SHE IS FASHION LITERATE AND LOVES TO FOLLOW AND START TRENDS. HER STYLE OF DRESSING IS FEMININE, PLAYFUL AND SOMETIMES QUIRKY AND ECLECTIC. FASHION FOR HER IS FUN AND A WAY OF EXPRESSING HERSELF. HER LIFESTYLE IS IMPULSIVE AND UNCONSTRAINED. SHE APPRECIATES QUALITY AND LUXURY PRODUCTS ARE A STAPLE IN HER WARDROBE.
SWOT ANALYSIS STRENGTHS
WEAKNESSES
INTERNATIONAL LUXURY BRAND QUALITY PRODUCT ASSORTMENT DISTRIBUTION SOCIAL MEDIA FOLLOWING GLOBAL CUSTOMER BASE
SELECT TARGET AUDIENCE LIMITED PRODUCT RANGE IN COMPARISION TO COMPETITORS.
OPPORTUNITIES GLOBAL EXPANSION BRAND EXTENSION – FRAGRANCES – BEAUTY – SKINCARE – MENSWEAR – INTERIORS – HOME WARE PRESENCE IN EMERGING MARKETS
THREATS THREAT OF SUBSTITUITION COMPETITORS TARGETING SAME AUDIENCE RISK ASSOCIATED WITH ENTERING EMERGING MARKETS
COMPETITORS MARC JACOBS
CHLOE
ARMANI
MARC JACOBS IS AN AMERICAN FASHION DESIGNER. HIS NAMESAKE LABEL AND MARC BY MARC JACOBS, THE DIFFUSION LABEL ARE DESIGNED BY HIM.
GIORGIO ARMANI IS AN ITALIAN LUXURY BRAND WHICH ALSO INCLUDES OTHER LABELS LIKE EMPORIO ARMANI.
HIS STYLE IS A MASH UP OF “PREPPIE, GRUNGE AND A LITTLE COUTURE“.
GABY AGHION FOUNDED THE FRENCH FASHION HOUSE IN 1952. AT THE TIME LUXURY FASHION HOUSES DID NOT PRODUCE READY TO WEAR. SENSING THIS AS A POTENTIAL OPPORTUNITY GABY CREATED CHLOE WITH THE VISION OF PRODUCING LUXURY READY TO WEAR FOR THE MASSES.
THE BRAND OFFERS READY TO WEAR FOR MEN AND WOMEN, ACCESSORIES, BAGS, SHOES, EYEWEAR, FRAGRANCES AND BEAUTY.
THE BRAND OFFERS READY TO WEAR FOR WOMEN, LEATHER GOODS, JEWELLERY, SHOES, EYEWEAR, SCARVES AND BEACHWEAR.
THE BRAND OFFERS READY TO WEAR FOR MEN AND WOMEN, ACCESSORIES, SUNGLASSES, COSMETICS AND PERFUMES.
CONCEPT BRAND EXTENSION KEEPING IN MIND THE SWOT ANALYSIS OF MIU MIU, MY CONCEPT IS BRAND EXTENSION. MIU MIU’S BRAND VALUE AND SIGNATURE STYLE CAN BE EXTENDED TO A NEW RANGE OF PRODUCTS WHICH CAN BE USED TO CREATE A LARGER MARKET SHARE. HAVING A BRAND EXTENSION BRINGS IN MORE REVENUE AND SALES. THE POSSIBLE BRAND EXTENSION CONCEPTS FOR MIU MIU ARE FRAGRANCES, MENSWEAR, BEAUTY, SKINCARE, INTERIORS AND HOME WARE. THE FINAL CONCEPT I’VE DECIDED TO PURSUE AND PROMOTE IS FRAGRANCES. ITS A LOGICAL STEP FOR MIU MIU TO PROCEED WITH FRAGRANCES AS THE RISK IS MORE LIMITED SINCE IT IS A SINGLE PRODUCT WHEN COMPARED TO BEAUTY OR SKINCARE (WHICH ENTAIL MULTIPLE PRODUCTS).
TARGET MARKET THE AUDIENCE FOR THE FRAGRANCE ARE THE EXISTING CUSTOMERS OF MIU MIU AND CUSTOMERS WHO APPRECIATE MIU MIU’S AESTHETIC. OTHER THAN OFFERING A NEW PRODUCT TO LOYAL MIU MIU CUSTOMERS, THE FRAGRANCE WILL BE TARGETED AT A WIDER DEMOGRAPHIC OF YOUNG WOMEN. THE PRICE POINT OF MIU MIU CAN BE CATEGORISED AS EXPENSIVE. CLOTHING, SHOES, HANDBAGS, EYEWEAR AND JEWELLERY RANGE FROM AN AVERAGE OF 200 EUROS AND GOES UP TO 1800 EUROS. THE FRAGRANCE WILL BE PRICED SLIGHTLY LOWER THAN THE EXISTING PRICE RANGE. THE PROPOSED PRICE FOR THE PRODCUT RANGES FROM AED 400 TO AED 800 DEPENDING ON THE VOLUME OF PERFUME IN THE BOTTLE WHICH IS AVAILABLE IN 50ML, 100ML AND 150ML. BY PRICING THE FRAGRANCE LOWER, THIS WILL CREATE A WIDER SHARE OF THE MARKET FOR THE PRODUCT TO PENETRATE. THIS ALSO SOLVES ONE OF THE WEAKNESSES OF THE BRAND WHICH IS SELECT TARGET MARKET. THIS ENABLES BRAND ENTHUSIASTS WHO HAVE NOT BEEN ABLE TO AFFORD MIU MIU PRODUCTS TO BE ABLE TO BUY THE FRAGRANCE.
SWOT ANALYSIS STRENGTHS WELL KNOWN LUXURY BRAND ESTABLISHED BRAND AUDIENCE EXTENSION OF BRAND IMAGE
WEAKNESSES LACK OF KNOWLEDGE OF REGIONAL FRAGRANCE MARKET
OPPORTUNITIES FULFILL CONSUMER DEMAND FOR MORE MIU MIU PRODUCTS
THREATS COMPETE WITH COMPETITOR BRAND’S FRAGRANCES COMPETE WITH INTERNATIONAL AND REGIONAL BRANDS IN UAE MARKET.
COMPETITORS INTERNATIONAL
REGIONAL
THE UAE FRAGRANCE MARKET IS VERY DIVERSE IN ITS OFFERING. INTERNATIONAL PERFUMES FROM LUXURY BRANDS IS ONE PART OF THE MARKET.
THE REGIONAL MARKET CONSISTS OF ORIENTAL PERFUMES MADE MAINLY FROM OUDH OR OUDH OIL.
WELL KNOWN PERFUMES THAT HAVE A GOOD MARKET SHARE ARE CHANEL, THIERRY MUGLER, MARC JACOBS, GIORGIO ARMANI AMONG OTHERS.
WELL KNOWN REGIONALLY ESTABLISHED ORIENTAL PERFUME RETAILERS ARE AJMAL, ARABIAN OUD AND RASASI. AJMAL PERFUMES ALSO CREATE THEIR OWN PERFUMES ALONG WITH SELLING OTHER BRANDS.
THE MIU MIU FRAGRANCE WILL BE COMPETING AGAINST WELL ESTABLISHED PERFUMES FROM LUXURY BRANDS AND OTHER INTERNATIONAL BRANDS.
THE MIU MIU FRAGRANCE WILL BE COMPETING AGAINST ORIENTAL PERFUMES WHICH HAS A LARGE MARKET SHARE IN THE UAE.
FRAGRANCE BOTTLE DESIGN WHAT ATTRACTS CUSTOMERS TO A CERTAIN FRAGRANCE IS THE SCENT. OTHER THAN THE SCENT, BOTTLE DESIGN PLAYS AN IMPORTANT ROLE SINCE IT IS THE FIRST THING THAT IS SEEN FROM AFAR. FOR MY DESIGN I TOOK INSPIRATION FROM SOME OF THE ICONIC PRODUCTS AND STYLES MIU MIU IS KNOWN FOR. MIU MIU IS KNOWN FOR ITS MATELASSE PATTERN LEATHER HANDBAGS. THE PATTERN IS A STITCHING TECHNIQUE THAT MAKES THE LEATHER APPEAR PADDED WITHOUT BEING SO.
INSPIRATION ANOTHER ICONIC STYLE OF MIU MIU IS CRYSTAL EMBELLISHMENT. CRYSTALS ARE USED ON READY TO WEAR, SHOES, BAGS AND JEWELLERY. THE CRYSTALS ADD A DECORATED AND ORNATE ELEMENT TO THE ITEMS. DRAWING ON THESE TWO STYLES, I PROCEEDED TO LOOK INTO FRAGRANCE BOTTLES DESIGNED BY OTHER LUXURY BRANDS. MY IDEA WAS TO FUSE THESE ICONIC STYLES INTO THE FRAGRANCE BOTTLE DESIGN.
FRAGRANCE BOTTLE DESIGN BEFORE DEVELOPING MY BOTTLE DESIGN, I TOOK INSPIRATION FROM EXISTING LUXURY FRAGRANCE BOTTLES. WHILE THERE WERE MANY MORE IMAGES I WAS INSPIRED BY, THESE ARE SOME THE IMAGES THAT INFLUENCED SOME ASPECTS OF MY DEVELOPMENT AND FINAL BOTTLE DESIGN. THE INITIAL SHAPE I HAD IN MIND WAS A SIMPLE RECTANGLE. LOOKING AT THE DESIGN FOR FLOWER BOMB BY VIKTOR & ROLF, I DECIDED TO ADD MORE DEFINITION TO THE TOP AND BOTTOM OF THE BOTTLE. I HAD DECIDED TO INCLUDE THE MATELASSE PATTERN IN THE DESIGN. WHILE I WAS CONTEMPLATING HOW TO INCORPORATE IT, THE DESIGN FOR VALENTINO’S FRAGRANCE BOTTLE INSPIRED ME TO ADD THE PATTERN AS A SURFACE TEXTURE ON THE WHOLE BODY OF THE BOTTLE. FOR THE TOP OF THE BOTTLE, I DECIDED TO INCORPORATE CRYSTALS AS MIU MIU OFTEN DOES WITH ITS PRODUCTS. THE BOTTLE TOP WAS INSPIRED BY THE JUICY COUTURE PERFUME PICTURED BELOW. THE BOTTLE STOPPER OF THE BOTTLE WOULD BE TRANSPARENT WITH NO COLOUR.
INSPIRATION
FRAGRANCE BOTTLE DESIGN
DEVELOPMENT & FINAL PRODUCT
THIS IS AN OVERVIEW OF HOW I CREATED THE BOTTLE USING ILLUSTRATOR AND OTHER ASPECTS OF THE PERFUME LIKE THE COLOUR OF THE LIQUID AND THE SCENT. USING A BASIC RECTANGLE SHAPE, I’VE REMOVED THE SHARP EDGES ON THE TOP AND BOTTLE. ONCE THE 2D SHAPE IS TRANFORMED INTO A 3D SHAPE, IT APPEARS AS A CYLINDER WHERE THE TOP AND BASE IS OF A SMALLER DIAMETER THAN THE REST OF THE BOTTLE. THE BOTTLE IS MADE OF FROSTED GLASS OR OPAQUE GLASS. WHEN THE GLASS IS BLOWN INTO SHAPE THE MATELASSE PATTERN WILL ADD TEXTURE TO THE BOTTLE. THE COLOUR OF THE LIQUID IS A LIGHT PINK WHICH CAN BE SEEN LIGHTLY THROUGH THE FROSTED GLASS. THE TOP OF THE BOTTLE IS MADE OF CLEAR TRANSPARENT GLASS SHAPED LIKE A CRYSTAL. THE BOTTLE STOPPER IS REMOVABLE AND REVEALS THE SPRAY MECHANISM. THE LOGO IS ETCHED ONTO THE BOTTLE IN BLACK. THIS IS DONE IN THE FRONT AND THE BACK OF THE BOTTLE. THE SCENT IS MIXTURE OF FLORAL AND FRUITY WHICH IS PERFECT FOR SPRING AND SUMMER.
MATELASSE PATTERN SURFACE
FRAGRANCE BOTTLE PACKAGING THE INSPIRATION FOR THE PACKAGING IS PARTLY FROM THE BRAND AND PARTLY FROM OTHER INNOVATIVE PACKAGING IDEAS. CONSIDERING THAT THE PRODUCT IS A BRAND EXTENSION OF MIU MIU, THERE ARE SOME LIMITATIONS WHEN DESIGNING PACKAGING FOR THE FRAGRANCE. THE PACKAGING HAS TO BE UNIFORM AND CONSISTENT WITH THE PACKAGING USED FOR OTHER PRODUCTS FROM THE BRAND. KEEPING THIS IN MIND, INSTEAD OF EXPERIMENTING WITH THE COLOUR PALETTE OF THE PACKAGING, I EXPLORED IDEAS RELEVANT TO SHAPE. THE PACKAGING FOR THE TORY BURCH PERFUME INCORPORATED THE BOTTLE DESIGN ONTO THE PACKAGING. FOR PACKAGING, MIU MIU HAS MANY LAYERS. FOR EXAMPLE, EYEWEAR IS USUALLY PACKED IN A PLUSH VELVET CASE WHICH IS THEN PACKED IN A STANDARD MIU MIU BOX AND THE FINAL TOUCH USUALLY IS A MIU MIU RIBBON OR A PALE PINK ELASTIC BAND WITH GOLD DETAILING. EYEWEAR ALSO COMES WITH A VELVET POUCH FOR STORING THE SUNGLASSES. THE BOX IS THEN PACKED IN A MIU MIU SHOPPING BAG AND FINISHED WITH RIBBONS ON THE HANDLES OF THE BAG.
INSPIRATION
FRAGRANCE BOTTLE PACKAGING PACKAGING FOR MOST FRAGRANCES IS A SIMPLE SHAPE LIKE A RECTANGLE OR SQUARE. I DECIDED TO OPT FOR SOMETHING UNIQUE. THE BASIC SHAPE OF THE PACKAGING IS A HEXAGON. THE FRAGRANCE IS NAMED AFTER THE BRAND ITSELF. IN THIS CASE, THE PACKAGING OPENS FROM THE MIDDLE TO REVEAL THE FRANGRACE BEING HELD BY A STURDY SUPPORT WHICH PREVENTS IT FROM MOVING. THIS IS DIFFERENT FROM THE USUAL WAY OF THE PACKAGING OPENING FROM THE TOP. THE OUTER SURFACE OF PACKAGING HAS THE MIU MIU LOGO ON THE FRONT AND BACK AND HAS BEEN SLIGHTLY MODIFIED BY THE ADDITION OF THE MATELASSE PATTERN. THE INSIDE OF THE PACKAGING IS THE WELL KNOWN MIU MIU WALLPAPER PATTERN THAT APPEARS ON THE INSIDE OF ALL MIU MIU BOXES.
DEVELOPMENT & FINAL PRODUCT
MARKETING STRATEGIES ONE OF THE MARKETING STRATEGIES USED FOR THE LAUNCH OF THE FRAGRANCE LINE INCLUDES RELEASING A TEASER AD CAMPAIGN. BEFORE REVEALING THE PRODUCT, THE TEASER AD CREATES A HYPE AROUND THE PRODUCT WHICH IN TURN RESULTS IN VISIBLITY AND PUBLICITY FOR THE PRODUCT AND BRAND. MIU MIU HAS A STRONG ONLINE PRESENCE. THE SOCIAL MEDIA PLATFORMS USED BY MIU MIU ARE FACEBOOK, INSTAGRAM, YOUTUBE AND TWITTER. THEY HAVE OVER 1.6 MILLION FOLLOWERS COLLECTIVELY FROM ALL SOCIAL PLATFORMS. THE TEASER AD WILL BE RELEASED THROUGH MIU MIU’S SOCIAL MEDIA CHANNELS AND WILL FOCUS ON GETTING PEOPLE TO SHARE AND SPREAD THE NEWS ABOUT THE PRODUCT LAUNCH. THE TEASER AD CAMPAIGN IS CREATED SPECIFICALLY FOR MIU MIU’S ONLINE SOCIAL MEDIA CHANNELS.
TEASER AD CAMPAIGN
MARKETING STRATEGIES
PRESS RELEASE
ONCE THE FRAGRANCE LINE IS REVEALED, A PRESS RELEASE WILL GO OUT TO ALL MAJOR NEWS AND MEDIA OUTLETS IN PRINT AND ONLINE. THE PRESS RELEASE ALLOWS THE BRAND TO CONTROL THE INFORMATION THAT GETS PUBLISHED BY THE MEDIA AND PRESS. IT ALSO PROVIDES KEY INFORMATION ABOUT THE PRODUCT SUCH AS NAME, INSPIRATION, DESIGN, AND OTHER RELEVANT DETAILS. A PRESS RELEASE IS ALSO NECESSARY FOR A PRODUCT LAUNCH AS NEW PRODUCTS REQUIRE KEY PEOPLE LIKE FASHION EDITORS AND INFLUENCERS TO PICK UP ON IT AND WRITE ABOUT IT, WHICH IN TURN INCITES THE MASSES TO BECOME AWARE OF THE PRODUCT AND TO TRY IT. THE PRESS RELEASE FOR MIU MIU WILL BE SENT OUT TO WELL KNOWN FASHION MAGAZINES LIKE VOGUE, ELLE, HARPERS BAZAAR, GRAZIA, ID AND INTERVIEW TO NAME A FEW. THE PRESS RELEASE WILL ALSO BE SENT OUT TO ONLINE MEDIA OUTLETS AND WELL KNOWN FASHION BLOGGERS WHO HAVE A WIDE AUDIENCE REACH. THE PRESS RELEASE WILL ALSO BE POSTED ON MIU MIU’S SOCIAL MEDIA PLATOFRMS.
Today MIU MIU introduces their first ever luxury fragrance for women. Created in collaboration with COTY Inc, the namesake fragrance is an essential for all those who appreciate a fine scent. “We are very happy with our fragrance. it encompasses everything a MIU MIU woman is, fun loving and adventurous! For spring/ summer we concentrated on the scent having both floral and fruity notes while still being light and exotic”, says Miuccia Prada. MIU MIU the fragrance is an exotic scent that reminds you of blooming flowers and tropical paradise.
MARKETING STRATEGIES THE MARKETING STRATEGIES USED FOR PROMOTING THE MIU MIU FRAGRANCE IS VERY EXTENSIVE. THE STRATEGIES HAVE HAVE BEEN DIVIDED INTO ABOVE THE LINE AND BELOW THE LINE ADVERTISING. ABOVE THE LINE STRATEGIES USES MEDIA SUCH AS PRINT (NEWSPAPERS, MAGAZINES), TELEVISION, CINEMA, RADIO AND OUT OF HOME (BILLBOARDS AND OTHER OUTDOOR AD SPACES) TO PROMOTE OR TO ADVERTISE A PARTICULAR PRODUCT OR BRAND. RECENTLY ONLINE ADVERTISING HAS ALSO BEEN ADDED TO MARKETING STRATEGIES. SOME BELIEVE THAT ONLINE ADVERTISING IS ABOVE THE LINE BECAUSE OF THE REACH IT HAS. THE STRATEGIES THAT ARE MOST RELEVENT TO THE FRAGRANCE ARE MEDIA, OUT OF HOME AND ONLINE ADVERTISING. THE AD CAMPAIGN FOR THE FRAGRANCE WILL BE FEATURED REGIONALLY ON BILLBOARDS AND MAGAZINES. ONLINE ADVERTISING WILL FEATURED ON FASHION WEBSITES, THE BRAND WEBSITE AND GOOGLE ADS.
ABOVE THE LINE
MARKETING STRATEGIES BELOW THE LINE STRATEGIES MAINLY INCLUDE PROMOTIONS. IT IS MORE FOCUSED AND THERE IS A DIRECT INTERACTION WITH THE TARGET MARKET (CUSTOMERS). THIS IS WHERE BELOW THE LINE STRATEGIES DIFFERS FROM ABOVE THE LINE STRATEGIES. ABOVE THE LINE IS MORE FOCUSED ON MASS REACH AND THERE IS NO PERSONAL INTERACTION WITH THE TARGET MARKET. THE BELOW THE LINE STRATEGIES THAT ARE SUITABLE FOR THE MIU MIU FRAGRANCE IS EVENTS AND PROMOTION USING A RETAIL SPACE. EVENTS ARE USED AS A PROMOTION WHEN THE PRODUCT IS NEWLY LAUNCHED. THESE EVENTS ARE USED AS MEDIUM OF CONVEYING INFORMATION ABOUT THE PRODUCT AND INTICING THE CUSTOMER TO PURCHASE IT. RETAIL SPACES LIKE CONCESSION STANDS IN DEPARTMENT STORES ARE USED IN ORDER TO GENERATE SALES AFTER THE LAUNCH, TWO EVENTS WILL HOSTED IN ORDER TO CELEBRATE THE LAUNCH OF THE FRAGRANCE, ONE FOR THE PRESS AND ONE WHICH IS A PRIVATE VIP DINNER. THE GUEST LIST CONSISTS OF SOCIALITES, CELEBRITIES, FASHION EDITORS AND HIGH NET WORTH INDIVIDUALS.
BELOW THE LINE
PROMOTIONAL STRATEGIES
RETAIL SPACE CONCEPT 1 THIS RETAIL CONCEPT WAS DEVELOPED BY WARDA, A YEAR THREE INTERIOR DESIGN STUDENT. MY PROJECT WAS COLLABORATIVE, WITH HER TAKING INSPIRATION FROM THE PRODUCT DESIGNED BY ME AND THE UPCOMING EVENT WHICH IS A PRIVATE VIP DINNER FOR THE REGION’S AFFLUENT RESIDENTS.
THE FOLLOWING IS WARDA’S DESCRIPTION OF THE SPACE. WHEN YOU FIRST WALK INTO THE CONCESSION SPACE, THE DISPLAY CASES HANG FROM THE CEILING WHICH CONTAIN PERFUME BOTTLES. THEY ARE ONLY FOR VIEWING AND ARE PLACED HIGH FROM THE CEILING. THE THREE TABLES OF DIFFERENT HEIGHTS EACH HAVE A PERFUME BOTTLE WITH TESTERS WHICH ALLOWS THE CUSTOMER TO EXPERIENCE THE FRAGRANCE. THE DESIGN OF THE SPACE HAS BEEN INSPIRED BY AN ANTHONY GORMLEY SCULPTURE, WHICH IS CLEARLY SEEN IN WALLPAPER DESIGN. THE MIU MIU BOUTIQUE HAS ALSO INSPIRED THE USE OF MIRRORS AND STEEL FRAMED GLASS TABLES IN THE RETAIL SPACE. ALONG WITH PERFUMES, THE SPACE ALSO SHOWCASES MIU MIU’S COLLECTION OF HANDBAGS.
PROMOTIONAL STRATEGIES
RETAIL SPACE CONCEPT 2 THE RETAIL SPACE CONCEPT IS DEVELOPED BY MAHREEN, A YEAR THREE INTERIOR DESIGN STUDENT. MY PROJECT REQUIRED A DESIGN SOLUTION FOR A RETAIL SPACE EXCLUSIVELY FOR FRAGRANCES. MAHREEN HAS TAKEN INSPIRATION FROM THE DESIGN OF THE FRAGRANCE BOTTLE CREATED BY ME AND HAS TRANSLATED IT INTO A RETAIL SPACE.
THE FOLLOWING IS MAHREEN’S DESCRIPTION OF THE SPACE. THE RETAIL SPACE DESIGN MAKES USE OF MATERIALS LIKE DRAPES ON THE WALLS. THEY ARE VELVET AND SYMBOLISE LUXURY. THE PERFUME BOTTLES WOULD BE HIGHLIGHTED AGAINST IT AND LIGHTING WOULD BE FOCUSED TO MAKE THE PERFUME STAND OUT. L.E.D STRIPS ARE PLACED ON THE FRONT OF THE SHELVES. THE BOTTLE LETS THE LIGHTING FROM THE STRIPS TO PASS THROUGH MAKING IT ILLUMINATED. THE LIGHTING FOR THE SPACE COMES THE LIGHT FIXTURES AT THE BOTTOM, WHICH ARE ON THE FLOOR. THERE IS A DEDICATED SEATING AREA BEHIND THE FREE STANDING WALL WHICH HAS SMALL SHELVES DECORATED WITH PERFUMES. CUSTOMERS CAN BE SEATED HERE WHILE TRYING THE PERFUME. THE SEATING AREA ALSO INCLUDES A COFFEE TABLE AND TWO ROUND TABLES ON EACH SIDE.
EVENT CONCEPT
MEDIA/ PRESS PREVIEW
LOCATION
DECOR
FOOD AND BEVERAGES
THE MEDIA AND PRESS PREVIEW EVENT WILL BE HELD AT MEDIA ONE HOTEL IN DUBAI MEDIA CITY WHICH IS IN CLOSE PROXIMITY TO MEDIA HOUSES LIKE ITP PUBLISHING AND MOTIVATE PUBLISHING.
THE DECOR IS GOING TO BE PARED BACK. THE TABLES WILL BE MADE OF GLASS WITH STEEL SIDE FINISHING WHILE THE CHAIRS WILL BE CLEAR PLASTIC.
THE CATERING FOR THE EVENT CONSISTS OF BREAKFAST FOOD LIKE FRUITS, MUFFINS, CINNAMON ROLLS, PORRIDGE AND BEVERAGES INCLUDE FRESH JUICES, COFFEE AND TEA.
GUEST LIST THE GUESTS INVITED TO THE EVENT WILL CONSIST OF EDITOR IN CHIEFS, FASHION AND BEAUTY EDITORS AND OTHER PERSONNEL. THIS ALSO INCLUDES WRITERS OF FASHION CONTENT IN PRINT AND ONLINE MEDIA. BLOGGERS AND OTHER MEDIA PERSONALITIES WILL ALSO BE INVITED.
VISUAL MERCHANDISING THE DECOR IS PARED BACK SO THAT THE VISUAL MERCHANDISING OF THE FRAGRANCE CAN CAPTURE THE FULL ATTENTION OF THE INVITEE. TESTERS ARE PLACED NEXT TO THE BOTTLES FOR GUESTS TO TRY THE PERFUME.
EVENT SCHEDULE THE EVENT WILL BE HELD IN THE MORNING FROM 9AM TO 12PM. ONCE THE GUESTS ARRIVE THEY CAN SPEND TIME EXPERIENCING THE FRAGRANCE WHILE HAVING BREAKFAST.
EVENT CONCEPT THE DINNER CLUB BY NO. 57 THE DINNER CLUB BY NO.57 IS A UNIQUE DINING CONCEPT CREATED BY BUTHAINA AL MAZRUI AND ALAMIRA NOOR BANI HASHIM. IT IS AN INVITE ONLY EVENT THAT HAPPENS EVERY MONTH WITH A GUEST LIST THAT CONSISTS OF UAE’S AFFLUENT AND INFLUENCIAL. THE LOCATION OF THE EVENT CHANGES EVERY MONTH AND IS KEPT A SECRET UNTIL GUESTS ARE ESCORTED TO THE UNDISCLOSED LOCATION. BUTHAINA AND ALAMIRA HAVE USED SPACES LIKE A PUBLIC BUS, AN EMPTY SWIMMING POOL, A CONSTRUCTION SITE AMONG OTHERS TO CREATE A UNIQUE SETTING FOR EACH DINNER. THE DECOR OF THE DINNER IS ELEGANT AND LUXURIOUS. A LOT OF ATTENTION IS GIVEN TO SETTING THE TABLE, WHICH IS REMINISCENT OF AN UPSCALE TEA ROOM MIXED WITH A MODERN DAY TWIST.
INSPIRATION
PRIVATE VIP DINNER
PRIVATE VIP DINNER THE LOCATION OF THE INVITE ONLY PRIVATE VIP DINNER FOR THE LAUNCH OF THE MIU MIU FRAGRANCE WILL BE HELD AT THE FARM, AL BARARI. AL BARARI IS AN UPSCALE PRIVATE VILLA DEVELOPMENT IN DUBAI, WHICH IS SURROUNDED BY GREEN VEGETATION AS SEEN IN THE IMAGES. THE FARM IS A FINE DINING RESTAURANT LOCATED IN THE HEART OF AL BARARI. THEIR MENU FEATURES WIDE VARIETY OF DISHES CATERING TO MOST DIETARY REQUIREMENTS. THE FARM IS A PERFECT CHOICE FOR THE EVENT SINCE IT IS SECLUDED AND OFFERS AMAZING VIEWS OF THE GREENERY FOUND THERE. DUE TO THE DENSE GREENERY ONE FEELS LIKE THEY HAVE LEFT THE DUBAI DESERT AND STUMBLED UPON A MIRAGE.
LOCATION
PRIVATE VIP DINNER THE EVENT INCLUDES THE DINNER AND THE DISPLAY OF THE FRAGRANCE, FOR THE FRAGRANCE, THE VISUAL MERCHANDISING WILL BE SIMILAR TO THE ONE DONE FOR PRADA CANDY IN THE IMAGE BELOW. FOR THE DINNER, THE TABLE WILL BE PLACED UNDER A TRELLIS LIKE STRUCTURE FROM WHICH THE FRAGRANCE BOTTLES WILL BE HANGING DOWN. THE GUESTS WILL BE HAVING DINNER IN AN OPEN SPACE UNDER THE STARS. FOR LIGHTING, THE TABLE WILL FEATURE A BRIGHT WHITE L.E.D STRIP IN BETWEEN AND LAMPS PLACED ON THE GROUND WILL ILLUMINATE THE PATH TO THE DINNER TABLE.
DECOR
PRIVATE VIP DINNER
FOOD
THE CATERING FOR THE EVENT WILL BE DONE BY THE CHEFS AND STAFF OF THE FARM. THE MENU FOR THE DINNER CONSISTS OF STARTER, MAIN DISH WITH SIDES AND DESSERT. THE STARTER AND MAIN DISH HAVE VEGETARIAN OPTIONS FOR THOSE WHO ABSTAIN FROM EATING MEAT OR FISH. THE DESSERT IS A BLOOD ORANGE MERINGUE TART.
ON THE OCCASION OF THE LAUNCH OF MIU MIU FRAGRANCES
STARTER
GRILLED TIGER PRAWNS
MANGO TOMATO SALSA AND MISO WASABI
TOMATO TATIN (V) MAIN
TENDERLOIN WITH FOIE GRAS PASTIE AUBERGINE AND HERITAGE POTATO (V) SAUTEED WILD MUSHROOMS AND PISTOU DRESSING
SIDE DISH
ROASTED SQUASH AND TURNIPS GRILLED BROCCOLI DESSERT
BLOOD ORANGE MERINGUE TART
PRIVATE VIP DINNER DESERT JAZZ IS A LIVE MUSICAL AGENCY BASED IN THE UAE. IT WAS FOUNDED BY PAUL MOUTARDE WHO IS A JAZZ SAXOPHONIST. PAUL ALONG WITH TAMAS WHO PLAYS THE KEYBOARD, PERFORM AT THE FARM ON A WEEKLY BASIS ENTERTAINING THE PATRONS WITH LIVE JAZZ MUSIC. THEY WILL BE PERFORMING FOR THE DURATION OF THE EVENT. SINCE THE EVENT IS A FORMAL DINNER, THE ENTERTAINMENT CANNOT BE OVERBEARING OR TOO LOUD.
ENTERTAINMENT
PRIVATE VIP DINNER
INVITATIONS FOR THE INVITATIONS I TOOK INSPIRATION FROM THE MIU MIU FASHION SHOW INVITES. I FOUND THAT THE DESIGN IS VERY SIMPLE WHILE STILL BEING DIFFERENT. I DECIDED TO MAKE THE DESIGN OF THE INVITATION FOR THE PRIVATE VIP DINNER THE SAME AS THE FASHION SHOW INVITATIONS. THE COLOUR AND FONT HAS BEEN CHANGED. I OPTED TO KEEP THE INVITATION DESIGN THE SAME TO BRING UNIFORMITY BETWEEN THE EVENT AND THE BRAND.
You are cordially invited to dinner hosted by MIU MIU to celebrate the launch of the new fragrance line. 15 March 2015 The Farm, Al Barari 8pm till late
PRIVATE VIP DINNER CONSIDERING THE CALIBER OF THE BRAND AND THE GUESTS IN ATTENDENCE, THE GIFT BAGS WILL FEATURE AN EXCLUSIVE PRODUCT ALONG WITH OTHER ITEMS. THE GUESTS WILL RECIEVE THE NEWLY LAUNCHED MIU MIU FRAGRANCE WITH THEIR INTIALS ENGRAVED ON THE TOP OF THE BOTTLE STOPPER. THEY WILL ALSO RECEIVE A LIMITED EDITION REFILLABLE TRAVEL SIZED PERFUME CONTAINER WHICH HAS BEEN MADE EXCLUSIVELY FOR MIU MIU. ALONG WITH THE PERFUME AND TRAVEL SIZE PERFUME CONTAINER, THE GIFT BAGS WILL ALSO CONTAIN A MIU MIU KEY RING. THESE GIFTS WILL BE PACKED INDIVIDUALLY IN THE SIGNATURE PINK MIU MIU BOXES AND PINK SHOPPING BAGS WITH RIBBONS TIED ON THE HANDLES.
GIFTS FOR GUESTS
PRIVATE VIP DINNER
EVENT SCHEDULE
GUESTS START ARRIVING AT 8PM. THEY ARE WELCOMED BY THE SERVING STAFF OF THE FARM AND ARE SERVED WITH A SELECTION OF MOCKTAILS, JUICES, WATER AND CANAPES. LIVE JAZZ MUSIC IS PLAYING AND GUESTS CAN MINGLE AND HAVE CONVERSATIONS WITH EACH OTHER.
8PM
GUESTS ARE ESCORTED TO THE DISPLAY WHERE THEY CAN TRY THE PERFUME AND GET THEIR INITIALS ENGRAVED ON THE BOTTLE FOR PERSONALISATION. THE GUESTS ARE ALSO EXPLAINED THE PROCESS OF CREATING THE SCENT AND DESIGNING THE FRAGRANCE.
8:30PM
TILL LATE 9PM
BEVERAGES ARE SERVED AND REFRESEHED.THE GUESTS GO THROUGH A THREE COURSE MEAL CONSISTING OF A STARTER, MAIN COURSE WITH SIDES AND DESSERT. ONCE DINNER IS CONCLUDED GUESTS ARE GIVEN THEIR GIFT BAGS AND ARE WELCOME TO STAY FOR A WARM BEVERAGE BEFORE DEPARTING.
THE GUESTS ARE GUIDED BY THE TRAIL OF LAMPS WHICH ARE PLACED ON THE GROUND. THIS PATH LEADS THEM TO THE DINNER TABLE WHICH HAS PLACARDS INDICATING WHERE THE GUESTS HAVE TO BE SEATED. DINNER WILL BE SERVED AT 9PM.