Beauty will save the world
“The great dream of my life has always been to work for the moral and economic dignity of mankind” - Brunello Cucinelli -
Nora Madariaga Amantegi Communication techniques and strategy 3 Communication strategy & Art direction, CWK1 Jaime Romeu Polo, Mauricio O’brien Word count: 3.119
Table of contents
INTRODUCTION Summary The beautiful problem RESEARCH Current trend analysis OBJECTIVES COMMUNICATION STRATEGY MEDIA PLAN Publicity Special & Main stories Editorials PR PLAN Fashion industry leaders VIP guest list Brand ambassadors Direct marketing DIGITAL PLAN Website In store Social media
EVENTS Charity event Fabulous event Fashion show Opening a flagship store CROSS EXPERIENTIAL MARKETING Brunello Cucinelli x Molteni&C CONSUMER ENGAGEMENT PLATFORMS SPONSORING & PRODUCT PLACEMENT YEAR CHRONOGRAM TEAM BUDGET APPENDIX REFERENCES INITIAL BRIEF
Introduction
SUMMARY The following document aims to present a communication plan for Brunello Cucinelli womenswear based on its character and values to create a deeper connection with the audience and to gain loyalty in Italy.
THE BEAUTIFUL PROBLEM Brunello follows a strategy that helps the brand to remain exclusive and unique. Nevertheless, it is having difficulties in adapting to a rapidly changing market, which distances the brand from consumers. Therefore, there is a beautiful opportunity based on becoming more active and create a deeper relationship with clients.
The idea is not to extend the target but to increase the loyalty current consumers: • The inside out beautiful women • The discrete sparkling girl
Research The next pages show the current trends that will help us to be inspired.
GLOBAL FASHION & LUXURY TRENDS
EVERYBODY IS INCLUDED This year brands included more diversity than ever before in size, skintone, and gender since they realized that to stay relevant they need to open their minds.
Transgender model walking for Gucci
For the first time, LV had a black model opening their show.
FROM TARGET TO COMMUNITIES Customers are socially connected with webs of communities that are formed by boundaries that themselves define, and are immuned to irrelevant content. It is not useful anymore to name the audience by target groups, but to treat them as communities. Sephora’s ‘beauty talk’ is a forum where users ask, share ideas, and have their beauty quagmires solved.
Everlane talking to a community
YSL presented its last collection under the beautiful Eiffel Tower.
MAKE THEM FEEL ‘WOW’ People are bored of always the same, and they need to be impressed by unexpected experiences.
BEING GREEN IS THE NEW BLACK Luxury brands feel more and more pressure to be ethical and conscious since people are aware of the issue and try to reduce their unsustainable costumes.
By the end of this year, 100% of the electricity for LVMH facilities in France will be renewable.
Gucci is going fur free
EMOJIS AS A WAY OF LIVING Give the chance to smartphone users to share their emotions with a touch of digital opulence.
Chanel emojis are available exclusively for Apple devices.
Karl Lagerfeld emojis
GET CLOSER TO CHATBOTS Chatbots are used to engage the audience and make them feel more connected to the brand and its roots. This year, chatbots are said to be used for mix of storytelling, product discovery and customer service.
Estee Lauder facebook chatbot
Last year Burberry already introduced its Facebook messenger bot last year, and it is extending its version by 2017.
TOUCH A VIDEO AND BUY Videos give users an inside look at new designer collaborations, but with one added bonus: The ability to click and automatically add items to a shopping cart.
Lisa Marie Fernandez used this innovative way to sell her brand in June 2017.
REALITY MEETS FICTION To shock the audience, brands make them feel like they are traveling to another world, full of beauty, emotions and humanity.
Chanel SS18 fashion show was about luxuriant rocks evoking Gorges du Verdon, the canyon in the South-East of France.
FABRIC TRENDS
CORDUROY Even though this fabric might sound traditional, designers are taking it to the present and creating a contemporary and bold style with the use of it.
Brand: Marc Jacobs
Brand: Prada
Brand: Lemaire
VELVET Fall Winter 2017 collections are full of bold colored velvet clothes as well as accesories, which gives women strength and character.
Brand: Tome
CASHMERE When it comes to luxury, for every F/W fashion week brands that choose to give its unique touch to the collection with few but special cashmere pieces.
Brand: Max Mara
Brand: TSE
SHEARLING In terms of outerwear, look forward to getting cozy with shearling. The plush wool came in plenty of shapes, sizes and textures.
Brand: Rebecca Taylor
Brand: Coach
Objectives
With the aim of creating a meaningful work, these are the objectives we have set up: 1. To follow a communication strategy focused on the Italian market to consolidate the brand in the country. 2. Blending offline and online worlds but maintaining the essence of the brand. 3. To communicate values properly and connect with the audience by using mkt 4.0 and based on a 3.0 communication. 4. To strengthen the relationship with interesting consumers to raise brand loyalty. 5. To manage four events during the year to enrich the image of the brand. 6. To be updated and apply the current trends adding a touch of personal creativity. 7. To be credible by collaborating with professionals trustful to our roots. 8. To optimise our budget by choosing the correct communication tools that meet the objectives. 9. To increase sales volume.
Communication strategy
Nowadays, Italy is one of the key and growing markets of the brand, where we will focus and follow an strategy based on marketing 4.0 yet maintaining a 3.0 communication to potentiate the importance of emotions.
Objectives • Consolidate the brand in Italy and embrace brand loyalty. • Strengthen and establish Brunello’s message and presence in Italy.
POSITIONING
LAUNCHING
1978
1986
CONSOLIDATING
2016
2020
Media plan
This section shows the chosen publications to reach the target through publicity, main and special stories and editorials. Advertising will not be done since the brand does not want to be considered as mass market, and wants to maintain exclusivity.
Objectives • ·Present the world of Brunello Cucinelli. • ·Spread brand awareness in targeted media to reach our exclusive target and strengthen brand loyalty.
Key messages • Brunello Cucinelli stands for simplicity and ethics, love and family. • Brunello is for women that want to shine being discrete and feel effortlessly beautiful and confident. • Brunello Cucinelli is the voice of women that do not like to show off but appreciate quality and differentiation. • The brand supports art, sustainability and people. • Brunello is inspirational and meaningful.
Target media • Luxury travel publications. • International fashion magazines.
Luxury travel magazines
· Main story fabulous event (dinner in Como lake) · Editorial of capsule collection with Molteni&C · Especial story ‘Unforgettable journey of self discovery surrounded by nature, fashion and people, by Brunello’ · Publicity: press release opening store
· Main story the king of Cashmere · Editorial the wild tribe beauty: Brunello womenswear · Especial story ‘Find the Italian beauty in Greece’ · Publicity: press release Brunello Cucinelli and Molteni & C go together
Italian fashion magazines
· Main story The beautiful discrete women of Brunello Cucinelli · Editorial of Federica Cucinelli, the Italian elegant woman · Especial story ‘Sparkling in the discretion’ · Publicity: press release fashion show
· Main story Brunello and its essence · Editorial The elegant Italian woman · Especial story ‘Brunello to share: a furniture collection. · Press release a wild woman by Brunello Cucinelli
· Main story When Federica Cucinelli talks, we should listen
· Main story ‘The inside out beautiful woman by Brunello Cucinelli’
· Editorial ‘Women are the future’
· Editorial featuring the Wild Tribes Beauty by Brunello Cucinelli
· Especial story ‘The working woman’ by a traditional Italian brand · Publicity: press release Carla Bruni, the new Brand ambassador for Brunello Cucinelli
· Especial story ‘Lago Como brights thanks to Brunello fabulous event’ · Publicity: press release Get to know Carla Bruni
VIP journalists
ANNA WINTOUR
EMMANUELE FARNETI
Editor in chief, Vogue US
Editor in chief, Vogue Italy
SUZY MENKES
ALISTAIR TAYLOR-YOUNG
International vogue editor, conde
Editor in chief, Elite traveler magazine
nast international
EMMANUELE ALT
NINA GARCIA
Editor in chief, Vogue Paris
Editor in chief, Elle Italy
PR plan
The PR plan introduces the opinion leaders, VIPs and brand ambassadors, who have been selected considering they stand for Brunello’s values.
Objectives • Attract our consumers and embrace desirability towards the brand. • Increase the word of mouth of opinion leaders.
FASHION INDUSTRY LEADERS
TIM BLANKS
VANESSA FRIEDMAN
Editor at large, BoF
Fashion director & chief fashion critic at The New York Times
ANNA DELLO RUSSO
VICTOR DEMARCHELIER
Italian fashion journalist
Fashion photographer
ALESSANDRO DAL BUONI
ALISTAIR TAYLOR-YOUNG
Fashion photographer
Fashion photographer
ALEX WHITE
GRACE CODDINGTON
Editor at large, Porter magazine
Creative director, Vogue
JOE MCKENNA
PENNY MARTIN
Stylist
Editor in chief, The Gentlewoman
JULIE CIRELLI
CARINE ROITFELD
Editor in chief, Kinfolk
Editor in chief, CR fashion book
VIP GUEST LIST
MIKKI YAO
JESSICA CHASTAIN
Model & actress
Actress & film producer
JEANNE DAMAS
LUCY WILLIAMS
French blogger
Digital influencer
OLIVIA PALERMO
CAMILLE CHARRIERE
French model, business woman
Digital influencer
CARLA BRUNI
CELINE AAGAARD
Ex-model & actress
Editor, Journalist & Consultant
BLAKE LIVELY
CAROLINE DE MAIGRET
Actress & model
Model
BIANCA BALTI
MARY LAWLESS LEE
Model
Blogger
1. BRAND AMBASSADORS
Carla Bruni
Our primary target knows Carla Bruni and her simplicity, thus, they can feel related to her and feel attracted to the brand.
“I like peace and solitude and silence” - Carla Bruni-
Bianca Balti
The secondary target are girls aware of the fashion industry and its leaders so the brand wants to catch their attention and raise their desire towards the brand by using a famous Italian model Bianca Balti.
“II feel like having a positive attitude in life is going to change the world. If we could all have a good attitude, we could really make a change” - Bianca Balti-
WHAT WE EXPECT • Presence in Brunello Cucinelli’s presentations and events. • Mention the brand on interviews and events. • Be active on social media posting content about Brunello Cucinelli. • To wear the brand’s pieces when going to events but also in her daily life. • Work exclusively for the company.
WHAT WE OFFER • Economical compensation. • Brunello Cucinelli clothing. • Luxurious services in all the events celebrated during the year. • Personal assistant always available for her.
Digital plan Website
In - store
Social media
The digitalisation has flood luxury fashion and so Brunello will adopt innovative technology to impress their audience. Of course, adapted to the target’s profile.
Objectives • Introduce marketing 4.0 but being very emotional. • Increase the use of technology in the brand.
1. WEBSITE ‘Touch and buy me’ Brunello Cucinelli will upload videos that have a concept behind and tell a story through the garments, people and environment. Consumers will be able to see how the fabrics move, their textures and the look when wearing them. The idea is to provide an experience where they can see themselves wearing those products, and if they click on them, items will automatically be added to the shopping bag.
1
Tropical luxury wool volume trousers with sparkling cuffs detail
Select size
2. IN - STORE ‘Know me better’
Brunello Cucinelli has always been recognised by elegant, spacious and impeccable stores. Nevertheless, it lacks interaction with consumers to engage and encourage them to buy a Brunello’s unique piece despite its price. There is a need to push the consumer in the final step to her purchase. Considering that nowadays transparency, quality and sustainability play a key role in the industry, Brunello will place many Ipads in the stores and consumers interested in the product can scan it and see the details of the entire production: materials, production of country, people involved in the piece and others.
Cashmere cardigan with “Shiny Trim” Color: Charcoal (C2803) Made in Solomeo by 5 employees Production time: 1 month
Cashmere cardigan with “Shiny Trim” Color: Charcoal (C2803) Made in Solomeo by 5 employees Production time: 1 month
2. SOCIAL MEDIA Instagram - ‘Brunello comes visual’
Instagram is an amazing tool to create a strong brand image by the use of visuals. Brunello needs to build a stronger brand equity, make a difference by being active socially and give ideas to followers. It needs to adopt a clear theme that makes the account appealing, but also make use of tools, for instance, short stories or instant videos to interact with consumers and instantly get to know their opinion.
“Safeguarding the bonds between elements, environments and people allows us to express the living nature of the smallest things. A small world of feelings and connections can thus reach a synthesis in the material, the light and the essential lines of a sincere and distinctive crafted work”
Events Charity event
Fabulous event
Fashion show
Opening a flagship store
Brunello will held four type of luxurious events that will be held during 2018 with the aim of creating a consistent communication plan that will impress not only the industry but also the consumers. All of them will try to blend Brunello’s values: craftsmanship, tradition, sustainability and humanity.
Charity event
Pre - opening
The event
Follow - up
THE BRUNELLO AND FEDERICA CUCINELLI FOUNDATION
About Established in 2010, the foundation’s purpose is to support any initiative enhancing knowledge, protecting the earth and highlighting the value of tradition and ethics.
The objectives 1. Create an interesting event to raise funds for sustainable innovation in fabrics by giving visibility to new companies/ designers. 2. To make guests (consumers and companies) become more aware about the global impact of clothes production. 3. To be credible by collaborating with small brands that stand for sustainability. 4. Gain media coverage. 5. Promotion of the research initiatives.
• Pre opening The day before the event, media mentioned above will be invited and information about the event will be given so they can create expectation for the following day.
• The event The idea - Imagine Brunello will create an event related to textile production, which today is one of the darkest industries. The idea is to allow companies/designers that are still not famous to promote themselves and gain visibility. And, to create awareness of the situation. Companies/schools/start-ups will need to pay a ticket to enter and see the most inspiring innovations for their following productions. The world ‘Imagine’ wants to make people understand and think about how beautiful would be to live in a healthy earth.
Inspiration
Slow life & well being
Sustainability & nature
Fashion & ethics
Living slowly means savouring life, making the most of it and feeling grateful.
Respecting the earth brings inner peace and helps living in harmony with nature.
Expressing oneself through out a ethical fashion is beautiful and inspiring.
Event production
V e n u e
It will be held the 30th of January in Four Seasons hotel’s patio in Milano. The building, which is a 15th century convent transformed into a luxurious space and reminds us to Solomeo, has the capacity to adapt for the event and provide an unforgettable experience.
The following companies are some of the 15 innovators that will be present in the event’s day.
I n n o v a t o r s
NILIT Nilit, a leading of nylon introduces Sensil, its new fibre that is said to be naturally softer, stronger, more durable, and more moisture-wicking and odour-resistant than other man-made fibres.
EMEL + ARIS EMEL+ARIS has created the world’s first Smart Coat defined by its beautiful cut, luxury fabric and revolutionary heat technology.
EVRNU It has created the world’s first jean made from regenerated post-consumer cotton waste, which has been first used by Levis.
SCHOELLER Schoeller has developed a new innovative fabric that is a unique cozy, soft, and layered avoiding wool fabric for outerwear.
D e c o r a t i o n
Considering that the event is supporting new initiatives of people wanting to change the world from an environmental point of view, the garden (Four Seasons patio) will be clean and decorated by eco friendly furniture and beautiful lights. The idea is to make people ‘imagine’ about living in such a beautiful world.
M u s i c
Director Brunello Cucinelli finds classical music the best one: it brings a peaceful atmosphere, which we find it primordial for the event. Thus, the background music will include songs of artists such as Mozart and Beethoven.
“The music is not in the notes, but in the silence in between’ - Mozart-
C a t e r i n g
There will be a catering service where waiters will serve canapes and drinks for free, as a way of creating an entertaining environment.
C h r o n o g r a m
Day before: Described media target will be invited. The event day: Main event.
Waiters & cooks Security S t a f f
Drivers
Coordinators
• Follow - up A press release will be released so that media that did not attend can be informed about what happened and the environment. But also photographies from the event.
Event communication
is pleased to invite you to the charity event that will be held in Milano 30th of January, 2018 Four Seasons Hotel
Invitation
Mrs./Mr. ... it was a pleasure to have you in Brunello Cucinelli’s charity event celebrated in Four Seasons Hotel the 30th of January. Thank you for coming
Thank you card
Fabulous event
Pre - opening
The event
Follow - up
BRUNELLO CUCINELLI’S FABULOUS EVENT
About The 15th of April the company will create a fabulous event, just when the spring begins, days last longer and flowers bloom.
The objectives 1. Create a special event with a concept behind. 2. To make guests feel comfortable and part of the company. Build a stronger community. 3. Gain media coverage. 4. Communicate the main values of the company properly. 5. To impress in order to increase sales.
• Pre - opening During the morning, media selected and mentioned above, will come to the Resort where the event will be celebrated. The idea is to give them the chance to take photographies of all the journey that guests will follow at night.
• The event The creative concept - Serendipity Spring is about hope, blooming beauty and good vibes, but it is even more spectacular when the environment is impressive, for instance, Como Lake in Lombardy. The idea is to celebrate an idyllic sunset in a treasure that earth has given us. Because of its discretion and kind of ‘secret’ place, the event will be called Serendipity, meaning a fortuitous discovery. The essence will be to move people’s feelings and make them feel like real ‘Brunellos’: a cozy touch and sweet home smell, full of tiny yet meaningful details, fresh air and precious experiences.
Inspiration
Luxury & simplicity
Tradition & art
Earth & details
Expressing luxury in a simple way is the way of showing a fresh image: less is more.
Feeling at Italy means feeling warm, romantic, home, and inspired by art.
The tiny details that the earth gives us are indescriptible and unrepeatable.
Event production
V e n u e
The fabulous event will be held in an exclusive hotel called Casta Diva built in Como Lake. Surrounded by greenery, it provides a unique environment that enhances the Italian excellence, a blend of past and present, art and culture, traditions and modernity. The event will be outdoors, in the middle of the beauty and peace that the most romantic Italian lake offers.
T h e
The fortuitous discovery will be a savoured journey. Guests will be picked up in Malpensa International Airport (Milano) driven to the south of the lake (Como). There, guests will get into small boats and navigate until the hotel, which is located in a lovely village called Blevio.
J o u r n e y
Guests are estimated to get there at 6 p.m, the exact time when the sky, the lake and flowers meet in colour and create an ideal beauty.
In order to enter in the mood, waiters will come out with the most well-known and tasty Italian wine: Brunello di Montalcino winery from Toscana. It will be the time for feeling comfortable, meet people and enjoy with the photocall.
When the sun dissapears is time for dinner: ‘An evening in Italy’ menu, which aims to demonstrate what truly Italian cuicine is. People will be sit in a large table, representing a big family like Brunello likes, which will be situated along the hotel’s garden with the background sound of the lake’s water.
An evening in Italy for Mrs./Mr. .... Antipasti Parmigiano reggiano crisps Crostini with goat cheese, jam, prosciutto
Zuppa Fennel and onion bisque with chives, pernod
Pasta Handmade spinach linguini, toasted pine nuts, grana padano
Insalata Arugula, crouton, pecorino, quail egg, hazelnuts
Carne Grilled steak with balsamic vinegar, salsa verde, fresh focaccia
Dolce Hazelnut semifreddo with caramel sauce
D e c o r a t i o n
The event will be decorated in such a way that will embrace the Italian tradition, culture and art with a touch of modernity and nature, including a show of fountains.
M u s i c
As a way of embracing women and equality, at the end of the night there will be a woman DJ playing for the guests, whose name is Heather Femia.
C h r o n o g r a m
Morning: Described media target will be invited. Afternoon until mid night: Main event.
Waiters & cooks
Security
S t a f f
Drivers
Coordinators
• Follow - up A press release will be released so that media that did not attend can be informed about what happened and the environment. But also photographies from the event.
Event communication
is pleased to invite you to the evening dinner that will be celebrated in Lago di Como 15th of April, 2018 at 6 pm Casta Diva Resort
Invitation
Mrs./Mr. ... it was a pleasure to have you in Brunello Cucinelli’s dinner celebrated in Casta Diva the 15th of April. Thank you for coming
Thank you card
Fashion show
Pre - opening
The event
Follow - up
BRUNELLO CUCINELLI’S FASHION SHOW
About Brunello Cucinelli every season launches a collection but does not always do a runway and when so, it is not impressive. Thus, it is necessary to create an eye catching show to build a strong brand equity.
The objectives 1. Create a fashion show that has a deep concept behind and able to consolidate brand recognition in Italy. 2. Immerse the target market into the world of Brunello Cucinelli. 3. To incorporate marketing 4.0 without loosing the heart to heart communication. 4. Establish a meaningful relationship with media, buyers and clients as well as to gain media coverage. 5. Increment of the word of mouth of opinion leaders and fashion insiders. 6. Appeal to the target and beyond, creating desirability. 7. To impress in order to increase sales.
Previous collections SS‘16 The charm of irregularity This season’s looks were full of fluid shapes in creamy whites where raw textures took center stage. Inspired by the luxurious beach resorts of the Années Folles, and the sophisticated yet dégagé style of the decadent elites of that time who holidayed in Deauville and Biarritz, the look and feel was relaxed and soft. “Embracing imperfections is a fascinating concept, because it mirrors nature and the flow of life itself” said Brunello.
FW‘16 A conversation between masculine & feminine This lineup presented the finest Italian luxurious fashion, with quality pieces embracing women with lightness and softness. Looks in between had a dandy elegant touch that gave models confidence and comfort. Definitely, a slowly made collection, just luxe, in which every single garment had its own personality: shapes, colours, cuts, textures... absolutely amazing.
SS‘17
The young modern woman This collection presented many rich, tactile, almost sensuous fabrics and textures with an artisanal feel, that all completed an styling keeping the silhouette interesting and articulated. It was a fresh lineup, with a young and modern vibe but luxurious, and that, as the designers claims has to be savoured and loved.
FW‘17 Exploration The team focused on a collection based on exploring: it aims to represent a positive outlook and an open mind towards diversity. “Inclusive combinations, respectful of different ages, races, and cultures. Therefore, looks were comfy, with an sporty touch and effortlessly chic. Specially, made for real women who handle everyday challenges and try to look good in the here and now.
• Pre - opening The day before, key media will be invited to interview the CEO of the company, Mr. Cucinelli that will help to create expectation for the following day.
• The event
COLLECTION PRESENTATION The SS 2019 collection will be presented in Milan’s fashion week during September of the following year.
SS‘19 collection line - up
CREATIVE CONCEPT
Into the wild tribes beauty
The essence of the event will be based on reviving the love and respect between different cultures, to inspire the beauty of diversity and how enriching it is to blend the differences and traditions. We live in a time where there is more need of inclusivity and integration, more of being together, being one soul and embracing the wilderness of ethical humanity. The aim is to convey that wild tribes who have respect for earth are beautiful, not only in the outside, but also in the inside, like Brunello Cucinelli’s women are.
STYLE AND CONCEPT CONNECTION
The collection is a contemporary representation of tribes that live in peace with earth: a sporty style meeting the romatic essence of life. The shiny decorations, sensual textures, luxurious finishes and a palette of warm earth tones show a direct connection with a beautiful wild life. It is the whole combination of style and mood that immerse the audience in an idyllic luxurious world.
Strategy
The objective is to create a show where the invitees are the main characters feeling part of wild tribes that live harmoniously with themselves and the rest. Telling them a story through the use of a show will help us to move them and make them want to become the Brunello woman who lives in wildly, freely and beautifully.
Event production V e n u e
The show will be held in UniCredit Pavilion (Milan) created by Michele De Luchi and opened in 2015 since it matches with Brunello Cucinelli’s view towards life: it blends modernity with the simplicity of our origins. It is a building made of wood, glass, light and that includes large spaces: a way of seeing everything with more clarity. It is a combination of advanced technologies and a deep sensibility to nature that responds to the most stringent international environmental sustainability standards.
Specifically, the show will take place in the Auditorium, which is located in the ground floor and provides a 675sqm. The fact of being a ductile and adaptable environment equipped with the latest technologies will facilitate us to create what we want.
Entering the mood When the guests get to the venue, Brunello Cucinelli will share small boxes with a technological book inside it. The book includes an screen to show different videos depending what the guests want to know. There are five buttons and each one presents a short video in order to help the viewer know more about the brand. These are the sections that guests will be able to see in order to understand the company, the show, and everything behind: - About Brunello Cucinelli and its values - The concept of the show - Behind the scenes of the manufacturing process - Innovation and sustainability in the company - Brunello’s inspiration: Living, color, wildness, Umbria, little things, athleisure.
About us
The show concept
Innovation, sustainability
Behind the scenes
Inspiration
S h o w
The venue will be decorated according to the concept we have developed above: the beauty that wild tribes keep in their essence, their enriching simplicity and thankfulness to little things. The show will start with no lights, as if it was midnight. Suddenly, the lights will appear simulating the sunrise in the middle of the nowhere and no-lyrics music will start playing (in direct). Then, 9 small houses made of wood and recycled materials will appear in the center of the building, embracing sustainability and consciousness towards the environment. While the houses move, models will start to get out of their houses...and will show love for what they have and do. The idea is to see different race and size models dancing and having fun, living a life with no material goods but many emotional belongings, such as family, love, friends and life itself. The catwalk will convey freedom, acceptance and the beauty of simple life with no excess.
Models
Kaia Gerber
Lineisy Montero
Mica ArgaĂąaraz
Irina shayk
Vittoria Ceretti
Madison Headrick
Phillipa Hemphrey
Julia Jamin
Anais Mali
Agnes Akerlund
Mariacarla Boscono
Yue Han
Chiara Corridori
Julita Formella
Nora Attal
Heloise Giraud
Leomie Anderson
Melodie Monrose
Make up, hair & attitude Relaxed, calmed, effortless and comfy hair style and attitude. Natural make-up. Embracing the real beauty, with perfect imperfections.
C h r o n o g r a m
Morning: Described media target will be invited. Afternoon: Main event.
Drivers
S t a f f
Security
Coordinators
• Follow - up A press release will be released so that media that did not attend can be informed about what happened and the environment. But also photographies from the fashion show.
Event communication
is pleased to invite you to the fashion show that will be celebrated in Milan 24th of September, 2018 at 6 pm Unicredit Pavilion
Invitation
Mrs./Mr. ... it was a pleasure to have you in Brunello Cucinelli’s fashion show in Unicredit Pavilion the 24th of September Thank you for coming
Thank you card
Opening a flagship store Pre - opening
The event
Follow - up
Brunello Cucinelli will open its doors in May 2019 in Matoyanni Street for the first time to bring its collections to the city. We have developed a proposal plan for the brand in order to manage the launch of the new flagship store in Mykonos. The flagship store will open just when the good weather starts and rich people start moving to relaxing islands.
The objectives 1. To communicate Brunello Cucinelli’s flagship store in Mykonos. 2. To obtain the maximum quality coverage in fashion, trends and lifestyle media with local and national press regarding the event. 3. To strengthen the contact with the press. 4. To achieve the highest quality attendance of Brunello Cucinelli’s target.
We have chosen a location frequently visited by rich Italians. Since Brunello is very present in its origin country, we believe that the best option is to open a store in Mykonos, a delightful destination for Italian luxury buyers.
Why Mykonos - Paradisiacal island in Greece, where Italian rich people travel. - Fashion, art, craftsmanship and luxury represent the island. - Exquisite place to relax: beach and shopping are the main focus. - Brunello Cucinelli is just in Athens in Greece, and there is a beautiful opportunity to increase sales in this worthy island.
• Pre - opening The day before the event, media mentioned above will be invited and information about the event will be given so they can create expectation for the following day.
• The event Event production
W e l c o m i n g
From the very beginning the objective is to make the audience feel good, comfortable and part of the event. Therefore, the welcoming will be warm and appealing. The company will hire one of the most popular Italian jazz singer: Maria Pia de Vito, who will receive the public since the doors open.
When entering the store, waiters will serve drinks and guests will enjoy a fusion of life music and exquisite wine.
C a t e r i n g
Food is always a good accompaniment in every event, since it helps to break the ice and help guests to converse. Appetizers will include Italian dishes as well as Greek ones with the aim of blending the two cultures.
D e c o r a t i o n
C h r o n o g r a m
The decoration of the shop will be one of the most important matters to have in mind when doing the event, since it is what afterwards will stay. Brunello is known because of its perfection, slow lifestyle and luxurious taste. Thus, our pursue is to create a space based on modern and fresh design, which make clients feel at home.
Day before: Described media target will be invited. The event day: Main event.
Waiters & cooks
S t a f f
Security
Coordinators
Drivers
• Follow - up A press release will be released so that media that did not attend can be informed about what happened and the environment. But also photographies from the event.
Event communication
is pleased to invite you to the openening of a flagship store in Mykonos 5th of May, 2019 at 6 pm Matoyanni Street, 34
Invitation
Mrs./Mr. ... it was a pleasure to have you in Brunello Cucinelli’s new flagship store in Mykonos Thank you for coming
Thank you card
Cross experiential marketing
Pre - opening
The event
Follow - up
The objectives 1. Collaborating with an Italian company that stands for similar values and is addressed to the rich people of the country. 2. Help Brunello to be seen as lifestyle: possibility to be shared in one’s house with love in family. 3. Allow Molteni&C to enter the fashion industry by embracing its designs as a ‘perfect dress’ for houses. 4. Increase sales volume.
STYLE AND MENTAL CONNECTION - SHARING ROOTS
BRUNELLO CUCINELLI (1978)
Weakness for Italian taste
Quality beyond the perfection
Passion for culture and art
Modern with a classical essence
Luxury or die
Heritage
MOLTENI & C (1934)
The idea Our pursue is to create a capsule collection that blends fashion and interior design, which can make women feel comfortable not only outside but also in their intimacy thanks to Molteni&C. It will be launched the 2nd of December, just before Christmas. We want to promote the ‘less is more’ and ‘happily conscious’ ways of living, as well as to provide the opportunity of feeling in harmony with oneselve and one’s belongings.
The event The partnership between Brunello Cucinelli and Molteni for this event is conceived of as an alliance based on the sharing of interests and reciprocal benefits. • Brunello Cucinelli will be presented as a lifestyle thanks to Molteni. The idea of a fashion luxury brand entering the decoration and interior design world means that Brunello will not be only to wear but to share. • The quality and style of Molteni’s products will be exalted within the fashion world thanks to the presence of Brunello.
The venue It will be held in Molteni’s flagship store, Corso Europa, 2, 20122 Milano (Milano), so the key clients will be able to buy it directly during the event.
Inspiration for the collection
Who we are talking to
The successful businessman
Discrete wealthy woman
40s - 60s
45s - 60s
Value experiences
Mother and businesswoman
Expect quality for money
Classic yet modern
Belong to luxury
Very spiritual
Intellectual
Looks for family, love and protection
Modern and rich happy couple
Elegant and working woman
30 - 40s
50 - 55s
Top positions in companies
Independent woman
Value and taste the experiences of luxury
Spends money in pleasures
Happiness and love is only real when shared
Always active, on-duty Looks for peace and well being
What do they like
HIGH QUALITY (CRAFTMANSHIP)
EXPERIENCES THAT MAKE THEM DREAM
SHARING LUXURY WITH THEIR BELOVEDS
INTELLECTUAL LUXURY
Brands doing similar collaborations ERMENEGILDO ZEGNA X MASERATI
Ermenegildo Zegna collaborated with Maserati to do a limited edition car. The idea was to create from a menswear brand, a product to share with all the family.
THOM BROWNE X SAMSONITE
Thom Browne’s cross marketing action with Samsonite demonstrated the importance of extending the brand to a lifestyle.
• Pre - opening The day before the event, media mentioned above will be invited and information about the event will be given so they can create expectation for the following day.
• The event Event production
PHOTOCALL
NONNA’S APPETIZERS
WELCOME DRINK
JAZZ GROUP ALIVE
FURNITURE EXHIBITION
• Follow up A press release will be released so that media that did not attend can be informed about what happened and the environment. But also photographies from the event.
Consumer engagement platforms
Brunello Cucinelli will follow an strategy that includes an special activities for best Italian consumers in order to guarantee their loyalty in the future.
Objectives • Increase engangement and loyalty within the clients and the brand. • Present Brunello as a brand made for consumers, who actually belong to the company.
Inside out beautiful woman Brand
The highest need
Embrace brand loyalty in Italy
Key drivers
Special, involvement, knowledge
Key emotional benefit
Feels intellectual luxury, simplicity and quality as the main root of luxury
Brand role
Brunello Cucinelli shows that less is more in luxury
Creative statement
Exclusively beYOUtiful
The loyal woman
Always on duty woman
The connected woman
TRAVEL
LEISURE
MOBILE
Get to know Brunello Cucinelli
Brunello Cucinelli laundromat
Transparent Tuesdays
Guided visit in the company headquarters
Milano store
(production process, meeting CEO, being in the headquarters)
(involved in dying process, in-store experience, personalisation)
(Being part of the brand, transparency, connection)
Feeling involved
Feeling in the know
Feeling special
Get to know Brunello Cucinelli The company will select 10 potential Brunello Cucinelli’s clients, with the aim of strengthening their emotional attachment towards the brand. The idea is to give them the opportunity to know Brunello from the inside the 1st of November. Brunello, the brand’s owner as well as to Federica, his wife. With pleasure, the couple will show show and emerge them into Brunello’s world.
The journey
Visiting Solomeo and its own beauty
Breakfast with directors of the company
Get to know the theatre and school
Brunello’s process of textile selection
Brunello Cucinelli’s dyeing process
The last touch given to garments
Brunello Cucinelli laundromat Brunello Cucinelli will do a laundromat-inspired activity inside Milano’s flagship store during June 2018. Open to the public, the store will offer dip-dye services on the brand’s silk scarves. The shop features washing machines with Brunello Cucinelli’s logo that perform the dip-dye service. If not, there is the option to purchase a brand’s scarf and dye it with your favourite colour.
Transparent Tuesdays This activity will be held during all Mondays of the year, and it will consist on session where followers of Brunello’s Instagram account will be able to ask one special member of the company any question they want about the brand. It is a way of building trust and loyalty.
YOU ASK, WE ANSWER
Sponsoring and product placement
The following sponsoring and product placement actions are thought to add a plus value to events and obtain a complete and outstanding result. Sponsoring is a must since they give us money.
Main sponsor - Clos 19 CLOS 19 is a new company that offers experiences, by gathering the emotions with the transition to digital: mkt 4.0. It can help Brunello Cucinelli to add that digital part that the brand finds it hard to apply in its strategy. It is the perfect company driven by expert people that will be able to obtain what we want and desire. Clos 19 will involve everything and make the event memorable.
Commercial sponsor - Pantone Pantone will be an important sponsor, not only because it will support the show but also because it perfectly matches with Brunello Cucinelli’s values, since it is a brand that cares a lot about colours.
Technical sponsor - Samsung
Samsung will be an important sponsor, not only because it will help in terms of technology, but will make Brunello Cucinelli more visible worldwide.
Product placement - WINE ITALY Winery: Brunello de Montalcino Region: Toscana
Product placement - Molteni C The strong relationship we will create with the interior design company Molteni&C will benefit us in the events, since they will give us products for decorating and express our ideas.
Year chronogram
The calendar has accurately been planned since timing is essential to reach the perfection in our communication plan.
PR PLAN
SEPTEMBER NOVEMBER
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
Fashion industry leaders PR PLAN
SEPTEMBER NOVEMBER Contact and negotiation
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE J
Fashion industry leaders Industry leaders and Vips
Industry leaders and Vips Brand ambassadors
Brand ambassadors Direct marketing
Direct marketing
Thank you card charity event
Invitation Contact and for charity event 2017 negotiation 2018 Selecting, Invitation contacting for charity and event negotiating 2017 Selecting, 2018 for all year contacting Selecting and topics for 1 negotiating email/mont for all year h during Selecting 2018 topics for 1 email/mont h during 2018
Invitation for fabulous event
Invitation for opening store Invitation for opening store
2019
MEDIA PLAN
SEPTEMBER
Invitation Thank you for card fashion fabulous show event Invitation Thank you for card fashion fabulous show event
Thank you Invitation card charity for fabulous event event
2019
JANUARY
FEBRUARY
MARCH
Elle Italy
Thank you card opening store Thank you card opening store
APRIL
MAY
Main story fabulous event
Elite traveler magazine
Vogue Italy
J
JUNE
Especial sto
Editorial
2017
Contact and negotiation
2018
Signature luxury travel & style
Main story
Main story
Especial story & Publicity
Main story & editorial
The GentleWoman
Porter Magazine
Main story
Elite traveler magazine 2019 Signature luxury travel & style
Especial story
Publicity: press relea opening sto
Especial sto
MAY
JUNE
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Invitation Thank you for card fashion fabulous show event
Thank you card fashion show
Thank you card opening store
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER DECEMBER Editorial Brunello X Molteni & C
Especial story
Main story
Especial story
Publicity
Editorial
Publicity
Especial story
Editorial
Article Brunello X Molteni & C
Especial story & Publicity
Especial story
Publicity
Publicity: press release opening store Especial story
Editorial
DIGITAL PLAN Website (Touch and buy me videos) In store Ipads Social media (Instagram) Brand instant videos Brand Insta stories Brand pictures Brand ambassadors
YEAR 2018 2videos/month Installed by January Posts Time 2/day 8a.m - 8p.m 3/day 8a.m - 8p.m 1/day 8a.m - 8p.m 2/week 8-9p.m
EVENTS
SEPTEMBER
NOVEMBER
JANUARY
Select venue and Contact contact invited 'innovator' companies companies (Innovators) (Invitees)
Charity
Select venue
Fashion show
Select venue
Decide the concept and plan the show
Opening store
Look for a venue on sale
2017
CROSS EXPERIENTIAL MARKETING Brunello Cucinelli x Molteni&C
JANUARY 2018
Buy venue
2018
Book flight Design the plan tickets and of the event hotel rooms
Hire th staff
Contact Apply a sponsors and Visualize the necessa venue event's plan changes decorators the ven 2019
Contact sponsors and venue decorators
Design the Book fli plan of the tickets a event hotel roo
FEBRUARY MARCH - JULY AUGUST - OCTOBER NOVEMBER DECEMBER
Contact and Collection Manufacturing negotiation idea process
MARC
Celebration of the event
Contact sponsors and venue decorators
Fabulous
FEBRUARY
Social media and Launching advertising of collection promotion
Analyse results
BRUARY
ok flight kets and el rooms
MARCH
APRIL
MAY
JUNE
JULY AUGUST SEPTEMBER
OCT.NOV.DEC
Hire the staff
Celebration of the event
Apply all According ualize the necessary to the show, Book flight tickets and hotel rooms, Celebration nt's plan changes to finish with hire the staff of the event the venue all details
sign the Book flight n of the tickets and event hotel rooms
Hire the staff
Celebration of the event
Analysing results of all the events
Team
The professionals mentioned in the next page are crucial to develop the strategy properly: get to know who they are.
BOARD OF DIRECTORS BRUNELLO CUCINELLI CEO & Chairman
GIORGIANA MAGNOLFI Worldwide communication and marketing director
1. WW Events Director
2. WW PR Director
Luca Lisandroni
Vittoria Mezzanotte
3. WW Media Director Giulia Coen
WW Creative Director
Data Director
WW Press Director
Riccardo Stefanelli
Valentina Morlunghi
Elena Scotti
WW Art director
Protocolo
WW Ad Director
Francesco Spiazzini
Monica Cossali
Carlo Tomarelli
WW Producer
Art director
Edoardo Fano
Andrea Zamburlini
WW Showroom Director Benedetta Biagiotti
WW Planning director
WW External Relations Director
Alice Barzzini
Matteo Servettini 4. WW Digital
5. WW Retail director
Carolina Cucinelli
Mehdi Barbara
Strategic planning director
Strategic Planning Director Stefania Furiani
Luca Marcato
Creative/art director Andrea Moldani
Merchandising/Visual Director Giovanna Giglio
Content director Federica Rosi
Copywriting director
Experiential Marketing Director Barbara Roscini
Claudia Pierucci
Customer Relationship Manager Director
Marketing innovation director
Valerio Nocchetti
Tiziana Scarello
Budget
It is crucial to explain that due to the help of our sponsors, we will avoid some expenses from our plan. We are not doing media budgeting since we are not doing advertising.
PR PLAN
TOTAL€
Industry leaders and VIPS
1.000.000
Brand ambassadors
100.000 1.100.000
DIGITAL PLAN Website (Touch and buy me videos) - 24 videos
2018
In store Ipads
Location, decoration Models Movie makers Photographers Art director Lunch and drinks
€/video 5.000 15.000 15.000 10.000 5.000 5.000
Stores: 10 Ipad/store: 10
€/Ipad 700
CROSS EXPERIENTIAL MARKETING Brunello Cucinelli x Molteni&C Collection cost Communication cost
TOTAL€ 2018 10.000.000 2.000.000 12.000.000
TOTAL €
1.320.000
70.000 1.390.000
CHARITY EVENT A) Invited people Brand ambassadors, opinion leaders, VIP
500.000
TOTAL €
500.000
B) Event details Venue + decoration Photographer, video maker Key contacts: manager of location, light and sound person Security staff and waiters Catering Invitation & thank you cards Cabs, calls
20.000
20.000 582.000 30.000 5.000 5.000
FASHION SHOW A) Invited people Brand ambassadors, 1.000.000 opinion leaders, VIP
1.082.000
TOTAL €
1.000.000
B) Event details Venue + decoration 8.000.000 Photographer, video 1.000.000 maker Key contacts: manager of location, 1.000.000 light and sound person, coordinators Security staff Invitation & thank you cards Cabs, calls
10.045.000
30.000 10.000 5.000
Brand ambassadors, 1.000.000 opinion leaders, VIP
TOTAL €
1.000.000
B) Event details
500.000
2.000
FABULOUS EVENT A) Invited people
11.040.000
Venue + decoration Photographer, video maker Key contacts: manager of location, light and sound person Security staff and waiters Catering Invitation & thank you cards Cabs, calls
500.000 20.000
20.000 585.000 30.000 5.000 5.000 5.000
OPENING STORE A) Invited people Brand ambassadors, 1.000.000 opinion leaders, VIP B) Event details Venue + decoration 1.000.000 Photographer, video 10.000 maker Key contacts: manager of location, light and sound 1.000.000 person, coordinators Security staff 10.000 Invitation & thank 5.000 you cards Cabs, calls 5.000 B) Property cost
1.550.000
TOTAL €
1.000.000
2.030.000
10.000.000 13.030.000
ANNUAL COMMUNICATION PLAN PR
1.100.000
DIGITAL
1.390.000
CROSS MKT
12.000.000
CHARITY EVENT
1.082.000
FABULOUS EVENT
1.550.000
FASHION SHOW
11.040.000
OPENING A STORE
13.030.000
TOTAL €
41.192.000
Appendix
About the company A humanistic enterprise The brand started as a small company of dying cashmere (1978), and by 1987, Brunello bought a fourteenth-century tumbledown castle in Solomeo where the corporate headquarters were moved to. Since then, the company started to grow and opened stores in exclusive locations worldwide.
A philosophical businessman Brunello Cucinelli grew up in a peasants family without electricity or running water in Umbria (1953). Even though his interest in engineering and philosophy, in 1978 he embraced his passion for fashion, founded Brunello Cucinelli and became known as the “king of cashmere”. He is admired by his philosophy of prioritising humans before money.
Values A humanistic company: Money is valuable only when it is spent to improve man’s life and growth. A ‘made in Italy’ craftsmanship: Manufacture through highly specialised artisanal laboratories, all of which are based in Italy. The company is mostly specialised in cashmere, and works with a complete focus on the quality of raw materials and manufacturing, attention to detail and passion for beauty. An exclusuive and contemporary lifestyle: From cashmere, to total look and to lifestyle, Brunello Cucinelli has evolved during the years without forgetting its essence. Simplicity: It shows that less is more. Simplicity is not simple, it is discrete, elegant.
Characteristics Modern yet classical: New and qualified techniques give a modern touch to a classical style Discrete but attention grabbing: “Less is more” demonstrates the beauty of its pieces. Simplicity makes them especial and desirable. Spiritual and philosophical: Humans and love remain strong in the company.
Target Primary target: The inside out beautiful women: Instead of showing off, appreciate the intellectual luxury, simplicity and quality. Secondary target: The discrete sparkling girl: there is a moment for everything, and this girls aspire to become brand buyers with their own achievements.
Other digital strategies Direct marketing: personalized mailing Feeling special is what clients are expecting from the service that brands give, since they are bored of content not related to their wishes. Therefore, the CRM team will analyse the behaviour of consumers who are interesting for Brunello, and offer them personalized mailings, in which they will be greeted by their names and written in their mother language. Since it is a way of making them feel that the company cares about them, the online conversation rate is believed to increase. The emails will be mainly offering behind the scenes videos, where clients will witness the process of their garments, fabrics and by whom they are being manufactured. But also exclusive videos of team members that provide interesting information for the consumer, as well as ideas of new products that can match with their previous purchases.
About events coordination According to launching events (collection with Molteni), the event will be divided in three main parts, since we cannot mix different people at the same time. Therefore, firstly, press will be invited and the designers will explain about the collection and answer their questions. For lunch, the brand will invite VIP journalists to strengthen the relationship with them and give exclusive information. And finally, at afternoon-night the social event will be held where vip clients will attend.
References
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Euromonitor International Blog. (2017). What We Learnt at The New York Times International Luxury Conference 2016: Luxury Beyond Product. [online] Available at: http://blog.euromonitor. com/2016/04/what-we-learnt-at-the-new-york-times-international-luxury-conference-2016-luxurybeyond-product.html [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Communication and values | Business model | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/business-model/communication-and-values [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Exclusivity | Business model | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/business-model/exclusivity [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Gracious growth and healthy profitability | Business model | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/business-model/ gracious-growth-and-healthy-profitability [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Investor Relations Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Italian craftmanship and manual skills | Business model | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/business-model/ italian-craftmanship-and-manual-skills [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Market presence | Business model | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/business-model/market-presence [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). Shareholders and Values | Shareholders | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/shareholders/shareholders-and-values [Accessed 8 Oct. 2017]. Investor.brunellocucinelli.com. (2017). The business model | Business model | Brunello Cucinelli. [online] Available at: http://investor.brunellocucinelli.com/en/business-model/the-business-model [Accessed 8 Oct. 2017]. Marissacollections.com. (2017). Brunello Cucinelli Women's | Marissa Collections. [online] Available at: http://www.marissacollections.com/shop/designers/brunello-cucinelli-women-s.html#page=1&top=190& [Accessed 8 Oct. 2017]. Matchesfashion.com. (2017). Digital Trunk Shows: Exclusive Designer Collaborations | MATCHESFASHION.COM UK. [online] Available at: http://www.matchesfashion.com/intl/womens/digital-trunk-show?noattraqt=Set [Accessed 10 Oct. 2017]. Mytheresa.com. (2017). mytheresa.com. [online] Available at: https://www.mytheresa.com/euro_en/ designers/brunello-cucinelli.html?gclid=EAIaIQobChMIi7HjhOzh1gIVCZ4bCh0VbQCeEAAYASAAEgIDYfD_BwE [Accessed 8 Oct. 2017]. XL Semanal. (2017). Brunello Cucinelli. El empresario filรณsofo - XL Semanal. [online] Available at: http://www.xlsemanal.com/estilo/20131103/brunello-cucinelli-empresario-filosofo-6492.html [Accessed 9 Oct. 2017].
Initial brief
To be completed in order to initiate work, resulting from a pre-brief discussion with the students Brand: Brunello Cucinelli
Project name and short description: Annual communication plan
Date of assignment: th
December 20 , 2017
Core audience: Primary Target – ‘Inside out beautiful women’: Women that instead of showing off, appreciate the intellectual luxury. Attracted by the feel and touch of the exclusive Italian fashion and feeling comfortable as well as modern in their daily life. Classical and bright, discrete and sparkling, see love and humanity as the essence of life. Secondary Target – ‘Discrete sparkling girl’: Generation Y girls that come from an accommodated family who value the quality of fabrics and the importance of quality. This audience is aware of fashion, bored of typical high-end brands, therefore, aspires to wear unique pieces that make them feel beautiful and lucky. Brand promise:
Brand character:
Brunelo Cucinelli provides an unforgettable journey of self discovery surrounded by fashion and nature”
Modern yet classical: new and qualified techniques give a modern touch to a classical style. Discrete yet attention grabbing: “Less is more” demonstrates the beauty of its pieces. Spiritual and philosophical: humans and love remain strong in the company.
What is the business issue we are trying to solve, the audience, the opportunity? •
Fashion is rapidly growing, and especially luxury brands are struggling because they do not find a balance between the use of online and offline experiences. What is more, brands that are not active and interact with their audience become invisible.
•
Even though we now that Brunello Cucinelli is very exclusive and does not want to have an audience that does not match with their codes, we believe that it has to be more active in order to establish a deeper connection and increase brand loyalty. Brunello needs to expand their idea of offering an experience going further than just the product.
What is the core audience's attitude to the brand, and how do we want to change it? Current: ITALY – Consolidating the brand, since we want to gain brand loyalty of actual consumers. What is the core selling message, the single main idea? •
Beauty will save the world
INITIAL PROJECT BRIEF
What are the mandatories DO •What Getare to the the mandatories audience by applying marketing 4.0 and 3.0 communication. • Break out of the expected and go beyond with the engagement. Propose new DO and innovative ideas to create memorable and emotional experiences. • Get to the audience by applying marketing 4.0 and 3.0 communication. • Make use of special pieces to grab the attention of the audience but also garments that • Break out of the expected and go beyond with the engagement. Propose new help usgrow from an economical point of view. and innovative ideas to create memorable and emotional experiences. • Make use of special pieces to grab the attention of the audience but also garments that DON’T help usgrow from an economical point of view. • Be contradictory with brand values and codes. DON’T • Be contradictory with brand values and codes.
Due dates (including reviews of work-in-progress) Briefing Due dates (including reviews of work-in-progress) • Step 1: TBD (10/10/17) Explore Briefing the brand, ideas definition and visualization. •• Step Step 2: 1: TBD TBD (10/11/2017) (10/10/17) Explore theall brand, ideas definition and visualization. Developing the plan with visual creativity and catchy writing style. Step 3: 2: TBD TBD (10/12/2017) (10/11/2017) •• Step Developing the plan with visual creativity andproject. catchy writing style. Final review all and last necessary changes of the • Step 3: TBD (10/12/2017) Final review and last necessary changes of the project.