EXTRAORDINARY MISSONI Paola Andrea Elli BA Fashion Marketing & Communication, Level 6, 2016-2017 MIED 609, Communication Techniques and strategy III CWK3 - STRATEGIC COMMUNICATION PROJECT Jaime Romeu Polo
INDEX I N T R O D U C T I O N p a g e 4 N E W L U X U R Y T R E N D S A N A L Y S I S
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O B J E C T I V E S p a g e 1 3 S T R A T E G Y p a g e 1 4 M E D I A R E L A T I O N S A N D M E D I A P L A N
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P U B L I C R E L A T I O N S P L A N
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E V E N T S P L A N p a g e 2 5 C R O S S E X P E R I E N T I A L M A R K E T I N G P L A N C O N S U M E R E N G A G E M E N T P L A T F O R M S
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S P O N S O R I N G A N D P R O D U C T P L A C E M E N T G E N E R A L C H R O N O G R A M O F T H E Y E A R
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S T A F F & B U D G E T p a g e 4 0 A P P E N D I X p a g e 4 1 R E F E R E N C E S p a g e 4 3
4 INTRODUCTION PRIMARY TARGET
MARKET ISSUE Although Missoni is still successfully growing within the luxury segment of fashion, the latest happenings of 2013 connected with the family’s life have caused a standstill in the label’s activities. Right now, the brand is missing the spark of joy and the undoubtable originality of the first years and therefore, the fade of the brand from the main fashion scene. Missoni is a strong family-based label, with a solid heritage and a chariming brand’s story. Those elements have brought the fashion house to the peek of the global fashion scene. Nevertheless, Missoni shows resistance towards digitalization and modernization. In fact, nowadays the maison has a moderate attitude approaching to changes as if it is afraid of innovating its traditional and working model. MARKET OPPORTUNITY Missoni was the first fashion house that creates the athleisure wear, a kind of garments which are comfortable and versatile without underestimate the application of original and sophisticated design. With the revival of this trends embraced by several fashion house and especially popular among the new generations, the brand will reposition itself as leader in dictating the style of the young generations. The label was the creating a new way Therefore, it is believed has to pursue its role adapting its strategy to the
pioneer in of dressing. that Missoni as innovator, current times.
ETERNAL ICONS People which have been protagonists or spectator of the creation of the Italian fashion scene as we know it today. Among names such as Valentino or Armani, these people choose Missoni becase of the unique patterns and sophistacate orignal style that are key to express their self-confidence, personality and prestigiousness.
SECONDARY TARGET
RUN TO THE TOP Young creatives belonging to the Millennials’ generation. The ones who are inspired by family’s figures as example of life and aim to follow their steps. They want to success in life being themselves. Orignal individuals who conquer prestige little by little thanks to their skills.
5
LUXURY TRENDS The The
Business Of State of
Fashion Fashion
in its 2017
report states:
“consumers have become more demanding, more discerning and less predictable�. According to new consumers behaviors, the fashion system had to implement changes and re-evaluate the whole fashion industry itself. The following are some of the main trends which can be experienced in the luxury sector.
6 Proenza Shouler The brand has developed a Spring 2017 ready-to-wear collection which is composed by knitted bodies and comfortable items. Color-block and unconventional tailor cuts are the main tempting features.
1 - FIT FOR MODERN LIVING Even thought according to Vogue (Marlowe, 2016) there are contradicting opinion on the topic, it seems that it has become totally accetable weraing an actiwear outfit all day long. Athleisure in the high-end segment is defined as the bridge between slounge and fashion. Those kinds of garments blurr the lines between fashion and active wear in order to create longlasting outfits which adapt to every occasions throughout the day. Especially the womenswear is created with unrestricted and flattering fit which encourage body confidence and empowers femininity. As this trend is approaching the luxury environment the high-end look and feel is given by the quality materials and voluptuous shapes.
Net-a-porter The luxury online retail has recently launched a collection dedicated to the ultimate fusion of fashion and functionality. Creating an attracting everyday collection
Sapopa The emerging Italian brand is based on the global activewear trend so popular among bloggers and Hollywood stars. Their aim is to merge elegance, the sartorial traditions and athleisure. Their lines are 100% made-in-italy with luxurious materials. Lane Crawford The Chinese luxury labels’ retailer has introduced 70 collections for men and women with a wide variety of brands embracing athleisure and sport-inspired styles.
7 Alibaba The giant online retail is launching the first Virtual Reality Shopping Experience towards which consumers will be able to shop and purchase only with a head’s nod. Burberry The English brand was the creator of the first online community platform which allows consumers to interact and actively participate with the brand and the rest of the audience. McDonald’s The fast food chain is now allowing its customers to create their own personal menu and burgers thanks to the introduction of smart touch devices towards which consumers can esaily do their orders. To m m y H i l f i g e r During the fashion week of September, the brand staged the first shoppable show. In fact, customers were able to purchase the collection’s items immediatly afer the r u n w a y. O t h e r b r a n d s such as Ralph Lauren a n d To m F o r d f o l l o w e d the example with the aim of turning the excitement for the event into sales.
2 - ALWAYS “ON” The advent of the digital revolution in the last years, has brought to the transformation of consumers’ behaviours. Nowadays, thanks to the Internet and the new techonolgies, people are better informed, extremely connected between each others and more demanding. In addtion, market’s competition is at its highest pick - also in the luxury environemt - and consumers are less and less loyal. In fact, they are always looking for new experiences, new forms of connecting with the brand and new ways of interacting with others. Many brands, in the fashion industry as well as in different sectors, are re-thinking their stores and the approach to clients focusing on the latest trends of having a networking virtual life on social platforms.
8 Nike The sport brand plans to open a training center which also serves as showroom. There, consumers can participate to private gym classes and then view the new collections. Reebok The competitor of Nike has recently open a store in Milan where consumers can get discounts based on how much they workout before purchasing the disered item. 3 - SWEATY BEAUTY TREATMENT Luxury nowadays is also a matter of being healthy. For a larger segment of high-end customers wealth is married with exclusive gym memberships and personalised yoga classes, where they can sweat the bad energies provoked by the hard work or where they start the day with plenty of new energy. In addition , spas and beauty centers are becoming punctual appointments for the wealthy society.
Dsquared2 After the success of the Dsqaured2’s restaurant in Milan, the luxry brand decides to open on February 2017 the “Ceresio 7 Gym & Spa”, in Milan. It consists in a new wellness concept which allows consumer to experience a body, mind and soul 360 degree treatment.
Armani The Italian brand developed a wellness concept at the last floor of its luxury Armani Hotel Milano. There, its exceptional customers can benefit from a sequence of special treatments admiring the stunning view on the Duomo.
9 Hublot The brand acted in order to deliver safe drinking water to developing countries. The project consisted in a limited edition watch created in collaboration with the group Depeche Mode. Graff Diamonds Laurence Graff the company’s founder, developed a programm to support healthcare and education in the African areas where the company’s stones are outsourced. The foundation started in 2008 and it is named Fact Foundation. Bulgari Since 2009 the Italian fashion house has decided to support Save the Children. It started with the creation of the B.Zero1 ring engraved with the charity’s logo. From the selling price of each products Save the Children received $90 donation. Nomos Glashütte The German brand has created limited-edition watches to raise money for the French humanitarian NGO Médecins Sans Frontières. The acitivity raised $1m.
4 - GIVING BACK IS THE NEW BLACK Althought charity has always been linked to the luxury industry, according to the latest report by WGSN “The Future of Luxury” the way of giving back is changing. Nowaday luxury brands are much more involved in activism and practical actions rather than ‘checkbook charity’ meaning only linked to money. Consumers priorities transparency regarding the companies’ organization and operations. Charity is turning into sustainable reports, corporate earnings, fair trade salaries, respecting workforce’s human rights, emphasizing global philantropic actions.
10 Kering In 2012 the company establishes the aim of reduce carbon emission and increase sustainbale business practices, which have been reached this year 2016.
Brunello Cucinelli The Italian fashion brand is employing sustainable yarns.
5 - GREEN BRAINWASH Dilys Williams, founder of the Centre for Sustainable Fashion states ‘five years ago sustainability was seen as a supply-chain problem; now, it’s a design opportunity’. Many luxury fashion brands have decided that sustainability is the new core value and priority within the company management. Not only regarding the use of biological fabrics but also taking into consideration the production processes and the waste generate by them.
Bottega Veneta Its headquarters are LEED-certified and the brand is developing new materials in order to turn sustainability in a fashionable eco-luxury look-and-feel. Stella McCartney The designer took part at the FT Business of Luxury Summit in which she explained the sustainable mindset of her business. Her collections are created deploying wind power as store’s energy, PVC leather and ecological wood. Sustainbility has become McCarteny’s story behind the label.
11 Burberry’s Penthouse in Beverly Hills. The space is a new retail format dedicated to the exclusive Burberry’s customers. The showroom has a private suite with access to terrace where it is possible to have a complete view of Hollywood. Christian Dior’s Fine Salon which is also placed in Rodeo Drive. Its customers experience is enriched by the possibility of being the guest of a private art collection.
Saint Laurent VIC room. set in a sophisticated and eccentric appartment in Paris. It serves as dressing room and showroom as well as for business meetings.
Luna Mae This new English lingerie brand has created an invitation only couture undrewear shop in London. It provides consumers with a personal fitting experience on appointment.
6 - VIC VERY IMPORTANT CLIENT Luxury is becoming more and more accessible to a higher amount of individuals due to the fact that it is no more strictly connect to reward points and monthly shopping events. Therefore, luxury brands have to deploy engagement strategies. The services are focused on exclusivity and invitation-only in order to give to consumers the feel of being unique and important, with a personal and direct relationship with the brand.
12 Levi’s The American denim brand went back to its roots blended in the democratic and rebel America and it uses the powerful brand’s story to became a lifestyle label acting in the jeanswear.
7 - BACK TO THE ROOTS The rise of competition in the fashion market pushes brands to find new ways to attract consumers. Nowadays, the industry is no more focused on product weather on the values that the brand is able to convey. This is the reason why today many fashion insiders and communication agencies talk about marketing 3.0, the aim still is increase sales or awarness but the main focus are emotions. Surfing this wave, many brands are dusting their traditions and core values in order to increase their credibility and reliability, features that differentiate the company from competitors.
Chanel The Parisienne label creates a series of videos entitled “Insde Chanel” which tells the story of Madmoiselle Coco and narrates the old meaning behind all its symbols. Burberry The English fashion house applies an interesting strategy in fact, all the brand’s activities and faces are related to its mother-land. The label has recently released a video advertising e n t i t l e d “ T h e Ta l e o f Thomas Burberry” about its origin and it immediatly went viral. GoPro The camera provider bases the entire brand on the concept that sharing stories with friends is better than live adventures alone. The company’s website landing page feature an emotional letter and video by the CEO of the label which immediatly involve the viewer.
13 OBJECTIVES
1
Associate Missoni with modernity and youth
2 3 4 5 6 7 8
Re-establish the prestige of the brand as inventor and developer of athleisure-wear
Raise awareness about Missoni’s background and brand’s story
Consolidate the bound Missoni has with creativity and originality
Nurture the primary target with innovations
Generate desirability and appreciation in the secondary target
Foment the company’s growth staying true to its roots
Increase sales online and offline
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STRATEGY Missoni aims to restore the connection between its name and innovation. The idea is to apply a repostitioning strategy at first place in Italy - its mother-land and in Europe which are the key markets of the label. In order to reach the objectives listed in the previous slide and solve the market’s issue, the communication disciplines needed are the following.
COMMUNICATION DISCIPLINES
MEDIA PLAN
PR
EVENTS
CROSS MARKETING
PRODUCT PLACEMENT CONSUMERS ENGAGEMENT PLATFORM
ACTIVITIES - press coverage national (Italy) magazines international (Europe) pubblications online business related pubblications - brand ambassador plan - opinion leader plan - influencer plan - Milan fashion week’s closing show + pop-up store opening - Charity Rooftop Dinner - No Stress Fabolous Event - Active Sweat - Missoni Art&Go - Moments - provide gym and spas with the Missoni’s well-being kit (needed for the cross marketing experiences) - styiling for events and media appearance - development of the Missoni application (especially fundamental for the implementation of the cross marketing experience) - in store smart mirror
MEDIA PLAN INTRODUCTION Missoni consolidates its position as innovator and leader becoming the face of the union among sartorial knowledges and advanced technologies. The aim of the media plan is to provide a costant coverage and flow of information on the most relevant magazines and online pubblications, in order to raise the interest of both the primary and secondary target as well as to awake the fashion industry’s insiders. TARGET national and international fashion magazines online pubblications related to fashion social media and online blogs
OBJECTIVES
1
provide a constant flow of information and press materials
2 3 4 5 6 7
create new engaging and modern contents being careful about the differences between primary and secondary target
present the modern, new face of Missoni
consolidate contacts and relationships between the brand and the most important online and printed media
ensure press coverage for all the new events and activities of Missoni
generate buzz and word-of-mouth spreading stories and creative contents
increase sales online and offline
16 MEDIA PLAN PRINTED MEDIA Publicity - The revival of the knitting brand (fashion show review) Cover Story - Missoni: A Brave New World (the new, modern face of the Italian brand) Special Story - The Missoni pop-up showroom (exclusive revelation about the innovating pop-up store)
Flair Italia Monthly pubblication by Mondadori Circulation: 206.312 monthly Readership: 382.000 readers (Audipress 2016.1) The main audience are women (331.000). Its content is fashion and art related and it is always looking for innovative concepts and new, fresh faces. The magazine is developed for a niche target of creators and insiders.
Publicity - The favourite piece (the article will talk about the new collection of Missoni) Cover Story - Cloe Wade: the Millennials’ voice (the Missoni’s opinion leader will wear a brand’s outfit) Special Story - Falling in love with Milan while shopping
Vo g u e Circulation online&offline: 195.053 copies (ABC Jan-Jul 2016) Readership: 1.239.000 readers (NRS Jan-Jun 2016) Unique uesers website: 1.987.581 monthly (Google Analytics: Jul - Sep 2016) Average age of the reades online&offline 33/37 Relevant for credibility it generates £4 million worth of coverage
17 MEDIA PLAN
Publicity - Bohemia Rapsody the colour of winter (review of Missoni’s fashion show) Cover Story - The secrets of Amal Alamuddin’s elegance (the infulencer will wear and mention Missoni in the article) Special Story- The summer night for childerns’ rights (exclusive article about the charity event at 10CorsoComo)
Publicity - Under the sun of Italy (review of the SS Missoni collection) Main Story - Alessandra Ambrosio an angel in knitted wings (interview to the supermodel wearin a Missoni’s outfit) Special Story - Socialites meet for a social media detox day (exclusive and only news about the no stress day Adversitising: Editorials:
Harper ’s Bazaar Monthly fashion and lyfestyle pubblication Circulation: 681.355 copies (AADMA 2015) Readership: 577.706 readers (Auditedmedia 2016.1) Its target varies from 18 to 55+ but the main audience belongs to the age rage from 18-34. Therefore it is relevant for both Missoni’s targets.
Elle Monthly Circulation online&offline: 1.112.242 copies (AAM 2015) Readership: 1.009.666 readers (AAM 2015) Unique Users website: 6.5 million (AAM 2015) Average age of the reades is 37. Nevertheless, the audience belonging to the Millennials generation (18-34) accounts for the 52% of the general magazine’s public.
18 MEDIA PLAN
Publicity - The power of women (story related to the Missoni family led by women) Cover Story - Aimee Song: the blogs’ pioneer (interview to the brand’s opinion leader) Special Story - Missoni ART&GO (exclusive about the Missoni’s application)
Publicity - Missoni’s young crowd (article about the Millennials attending the Missoni’s fashion show) Cover Story - The golden girls (interview to the Stallone’s sisters who will wear and mention the brand) Special Story - The Atomics performace at Missoni fashion show (exclusive about the presence of the rock group at the brand’s show)
The Gentlewoomen Circulation online&offline: 98,969 copiess Readership: 445,361 readers Average age of the reades online&offline 32 years and the female audience between 28 and 46 years constitutes the main public. Intelligent, opinionated and entertaining it is the leading woman’s biannual magazine.
Cosmopolitan Circulation online&offline: 405,308 copies (Hearst UK, 2016) Readership:16.823.000 readers (MFI DoubleOsse 2015 Print/ Digital) The pubblication is the sencond in terms of Millennials’ engagement in fact, the 62% of its readers belong to this generation. (McDermott, 2016)
19 MEDIA PLAN D I G I TA L P U B B L I C AT I O N S
Created in 2007 by a fashion business advisor, writer and digital entrepreneur, the website was a project driven by passion. Today it has reached a coverage in 200 countries and it leads the world of fashion consultancy being the first resource of fashion creatives, executives and entrepreneurs.
The online and offline media leader in communicate the newest fashion news and reports the most private and intimate fashion moments. From fashion shows reviews, to interviews and holiday gift guides, WWD is the industry dispatch for beauty, fashion and business provided with in-depth market analysis plus reliable writers and contributors.
Video interview to Angela Missoni about the changes implemented in the brand strategy and the reason behind them.
The new digital face of Missoni article about the brand’s innovations in terms of technology and social media
WGSN is defined as the world’s trends auhority in the fashion environemnt as well as in the consumers’ goods industry. Its most appreciated characteristic is the original content and the fresh perspectives which offer an out-of-the-box point of view.
The fashionnetwrok.com is the daily bullettin about the fashion industry. Its website is diveded in several sections from business and retail to more fashionable news. The fashion networks also talk about events, appointaments and new trends without missing any new disclosure and story.
Missoni’s newest patterns The secrets behind the colorful design is revealed by this online article
Milan fashion week ends with a spectacular show Review about the Missoni’s show in Piazza Gae Aulenti with emphasis on the setting
20 MEDIA PLAN
D I G I TA L P U B B L I C AT I O N S
The Man Repeller blog perfectly reflect one of the values that Missoni embodies as well. In fact, the mission statement in their webpage tells “be yourself with us” and the blog founded by Leandra Medine is focused on empowering women towards original and unique style. What women want Article about the no stress event at Pre Saint Didier under a very personal point of view
Its owner Aimee Song started it in 2008 and it was one of the pioneers of the blogs’ movement. The articles are dedicated to fashion and style inspiration, but it also talks about design, DIY and travel. It has more than 2 million page views per month. One day with Aimee Video about the daily activities of the blog’s owner. She will wear and mention the brand.
MyDomaine is the lifestyle blog that presents itself as the “Millennial woman’s guide to life”. The blog is filled with tips and advices which touch several areas such as, interior design, food, travel, carreer, relationships, etc. In addition it serves as online shopping and the brands collaborating with MyDomaine range from TopShop to Gucci. How to properly style a vintage jacket Suggestions from Margherita Missoni
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PR PLAN
INTRODUCTION Missoni is a brand which aims to stay true to its principles. Nevertheless, the need to innovate brought to the decision of taking on board Millennials. The aim is to rise the popularity of the brand among new generations without affecting the credibility of Missoni. Therefore, the faces selected are an equilibrate choice between teenagers who can interest the secondary target and, on the other hand, people who are more in the rage ange and interest of the primary consumers.
OBJECTIVES
1
present the brand to a wider public adressing the targeted audiences
2 3 4 5 6
increase the popularity of Missoni among Millennials
prevent the risk of damaging the credibility of Missoni with the introduction of new faces
use new faces in order tol let the Y Generation join the brand’s world
boost connections and interest
increase sales online and offline
22 PR PLAN BRAND AMBASSADORS
W H AT W E A S K F O R All the five memebers of the group have to wear and use Missoni’s newest piece of clothing and products on daily basis, including everyday/casual activities, special events related to the brand or independent music performances and nights. All the five members have to attend the brand’s event and the selected media activities, such as interviews, where they have to represent the new image of the fashion house. All the five members have to agree upon the contract and be seriously committed to the terms. They can adpat the Missoni’s style to their personal taste but, previously they have to deepen their knowledges about the brand’s heritage and repesct the principles on which it is found. W H AT W E W I L L P R O V I D E A costant supply of new clothes and products according to each member’s taste and preferences. The Atomics is the band born in 2010 and founded by Lucky Smith (now 18) and his three sisters: Pyper America (20), Daisy Clementine (21) and Queen Starlie (23). In 2011 they were already on the cover of Vogue Hommes Japan thanks to Hedi Slimane. Nowadays, the group is oriented towards the 50s surf music and car shows. They are truly attractive and a wide phenomenon but, at the same time, there is something intimate, familiar and genuine between the four siblings which make them the perfect faces to represent the new Missoni’s generation: daring, original but with solid values.
The necessary information about the brand’s heritage and evolution till today in order to correctly and consistently educate the ambassadors to be prepared for their role. Free transports and accomodations for all the five members when they have to attend an event related to the new communication plan for Missoni. Economic compensation.
23 PR PLAN OPINION LEADER
W H AT W E A S K F O R Participation to the activities proposed by Missoni, such as events, media activities and fashion shows in order to provide media coverage to all of them. The use of Missoni’s products and mention the brand when the opinion leader is attending public events or media activities such as interviews. Creation of original content (blog posts and social network) in line with the aesthetic and the tone of Missoni. Respect for the brand and an active, enthusiast participation in the communication strategy.
W H AT W E W I L L P R O V I D E A costant supply of new clothes and products. Economic compensation. Aimee Song is the blogger who was one of the pioneers in the movement of digital online content. She is rated among the Boff 500 as part of the Wall of Fame. In addition, today her blog “Song of Style” reaches 2 million page views per month and the Instagram profile boasts 2.2 million followers. She started a jewellery line, she is also featuring on pubblications such as WWD and The New York Times.
Additional information and news about the brand for the creation of blog posts and online content. The necessary information about the brand’s heritage and evolution till today for a correct and consistent knowledge of Missioni. Free transports and accomodations in relation with the participation to activities or events related to the new communication plan.
24 PR PLAN INFLUENCERS
Amal Alamuddin Clooney is defined by several fashion publications as an icon of style and her elegance is an example for many women. Even though she may not be known by the new young crowd, that this plan is targeting, lady Clooney is key to involve the attention of Missoni’s primary target
W H AT W E A S K F O R Participation to the activities proposed by Missoni, such as events, media activities and fashion shows in order to attract media and interest. The use of Missoni’s products or mention the brand when attending public events or media activities such as interviews. Respect for the brand and an active, enthusiast participation in the communication strategy.
Sistine (18), Scarlet (16) and Sophie (20) Stallone the three daughters of the Sylvester Stallone who have just won the title of “Miss Golden Globe 2017”. The three sisters are perfectly in the age range of the Millenial’s target that Missoni wants to conquer and thanks to the participation to the prestigeous celebration they have achieved a global visibility.
W H AT W E W I L L P R O V I D E A costant supply of new clothes and products. Economic compensation. The necessary information about the brand’s heritage and evolution till today for a correct and consistent knowledge of Missioni. Free transports and accomodations in relation with the participation to activities or events related to the new communication plan.
Cloe Wade is defined by the New York Magazine as the Millennial Oprah. She is an aspiring poet and artist deeply involved in the creative industry, characteristic that made her perfect to the eyes of Missoni. In addition, she boasts numerous VIP friends such as Katy Perry or Robert Pattison and she presents at the front row of several fashion shows starting from the Jeremy Scott’s Spring 2016.
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EVENT PLAN
INTRODUCTION In order to support the re-positioning and to introduce the new faces which are going to represent the brand, the communication strategy combines a series of focused events. In addition to the following three events, Missoni is going to present its latest collections at the Milan and London fashion weeks: Spring/Summer in February and Autumn/Winter in September. All the events take place in the Italian fashion capital to underline the bound Missoni has with its mother land. Nevertheless, the participation of international celebrities and the social media activities of the brand’s ambassadors, opinion leader and influencers will provide international media coverage.
OBJECTIVES
1
make the Missoni’s audience feel as they are part of an exclusive family
2 3 4 5
present the new Missoni’s faces
increment the relationships between Missoni and its new and existing audience
increase the popularity of Missoni among Millennials and let the Y Generation join the brand’s world
increase sales online and offline
26 EVENT PLAN
AFTER SHOW + POPUP STORE THE SHOW During the Milan fashion week of September 2018, Missoni will end the catwalks with a fashion show set in the mesmerizing Gae Aulenti Square. The show will take place by night around 8pm on open air. Music will be played live by the band The Atomics all dressed in Missoni. The group is going to be positioned in the middle of the square while the models walk down the four paths surrounded by water. Fountains and lights will follow the music in order to create a spectacular performance filled with charming colours and surprising details. The show will present the AW 2019 collection. The front row is destined to Aimee Song, Amal Alamuddin and her husband Clooney, the Stallone family, Cloe Wade, Katy Perry, Anna Wintour, Emmanuelle Alt, Francesca Arioldi, Leandra Medine, Angelo Flaccavento, Sofie Richie, Cameron Dallas, Talita von Furstenberg, Rafferty Law, Zara Larsson, and Luka Sabbat, Eleonora Carisi, Bryan Boy, Pat Cleveland, Anna dello Russo and more. Later, after the end of the fashion show the VIP guest (all the one who attended in the front row) will move to the new pop-up store that Missoni will open for the occasion in Gae Aulenti. The night will continue harmonized by cocktail music and people can have drinks and snacks provided by the Italian high-end food supermarket Eataly, using only local products. The official photographer of the event will be Alasdair McLellan. In addition, the socialie part of the Y generation will provide social media coverage, the opinion leader will publish real time on her Instagram account with the Live Stream option and last, the journalists and publishers will be able to have information in orther to write reviews. THE POP-UP SHOWROOM The pop-up store will be furnised and decorated with the items of Missoni Home and it will host the newest AW 2019 collection. The area serves as private showroom, meaning that only the VIP clients of Missoni can acces. The pop-up will be the first store in trying a new retail format for which clients can only buy the preferred items through the Missoni application in order to help the online sales’ growth. It will last for the following two months.
27 EVENT PLAN
NO STRESS FABOLOUS EVENT The No Stress fabolous event will be an entire day at the CQ Spas and Term Resort of Pré Saint Didier. The term opened in 1800 at the base of the Monte Bianco, it uses only natural termal water and it offers a spectacular view of the mountains from the jacuzzis and hydro-massage termal pools. The selected attendants will receive at home their well-being kit composed by a towel, a gym outfit and a bikini entirely designed by Missoni. If needed the transportation will be provided by the brand. The people invited are the new faces of Missoni (brand’s ambassadors, opinion leader and influencers) with the addition of a limited selection celebrities such as Bianca Brandolini, Negin Mirsalehi, Alessandra Ambrosio, James Charles, Sean O’Pry and David Gandy. The activity is not accesible for media and in total the Spa will host 20 people to make the No Stress fabolous event as intimate and exclusive as possible. It will start with a rigeneranting yoga class immediatly followed by a healthy breakfast. The rest of day will be dived between suana, turkish bath, tailor made massages, individual treatments and beauty events. It will be a social media detox day in the pursuit of the physical and spiritual wealth. It will adress the young audience to take a break from their frenetic and always on-the-go social lives and at the same time it will be appreciated by the primary target because they can think about their own wellness for one entire day.
28 EVENT PLAN
CHARITY DINNER On the top of 10 Corso Como the amazing rooftop with the contemporary art installation by Kris Rhus, the charity event will consist in a squisit dinner during a warm summer night. The chef selected is Massimo Bottura defined as the supreme modernist chef. He achived the three Michelin stars thanks to his molecolar gastronomy with a special focus on slow food using only local and fresh products. In addition, his plates are colorful and decorated with a very artistic and sophisticated fashionable touch. The guests will be Aimee Song, Stallone family, the Atomics and their parents, Bianca Brandolini D’Adda, Alessandra Ambrosio, Willow and Jaden Smith with parents, James Franco, Cara Delevigne, Pharell, Adrien Brody, Meryl Streep, Ryan Gousling and Eva Mendez, Rafferty Law and his famous parents and more. All the participants should wear Missoni and the official photographer of the night will be Alasdair McLellan. In addition, press will be present and the many young attendants will provide social media coverage. All the money raised thanks to the voluntary participants’ donations are going to destined to Unicef in order to support the safety and the protection of refugees’ children arriving in Europe.
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CROSS EXPERIENTIAL MARKETING
INTRODUCTION Missoni will develop a series of activities, striclty bound with the application created for the consumers engagement plan, in order to foment the daily interactions of users with the brand and build a strong relationship with them. In addition, all the activations are linked to the brand’s territories and they will provide new ways for the consumers to engage with the brand and be part of the Missoni world.
OBJECTIVES
1
establish and consolidate the relationships that Missoni has with the tagert
2 3 4 5 6 7
create new ways to engage with the consumers
make the target feel part of the brand
disclose the Missoni world and the principles behind it
increase the interest around the brand by pushing social interactions
generate buzz and word-of-mouth
increase sales online and offline
30 CROSS EXPERIENTIAL MARKETING
BE ORIGINAL
ART
LIFESTYLE
FA M I LY
C U LT U R A L F U N
A C T I V E S W E AT
MOMENTS
31 CROSS EXPERIENTIAL MARKETING
ART ART&GO Users of the Missoni app are allowed to take 360 degree visits inside the itinerant exhibition “Missoni, l’Arte, il Colore”. In order to encourage the young generations in taking a path inside the Missoni’s history and roots, the brand will transform a static virtual tour into a social game. The users can visit the museum only walking around some selected European capital: London, Barcelona, Prague, Rome, Berlin and Paris. Thanks to geolocation, the app will draw a city mapp which corresponds to the exhibition’s perimeter. The most important monuments represent the piece of art or the historic items of Missoni’s background. The more sightseeing the player does the more he/she can win over the other players and conquer the access to the VIP Missoni’s pop-up showroom. In order to develop this activity, Missoni will collaborate with luxury travel agencies such as Hurlingham Travel in London, Vitruoso in Paris and Zicasso in Rome..
32 CROSS EXPERIENTIAL MARKETING
LIFESTYLE A C T I V E S W E AT The Missoni’s application will send to its users a notification each time they are near a gym or a spa which is provided with the well-being kit by Missoni. The kit is composed by a big towel, a gym outfi and a bikini, both for male and female audience. The users will receive the well-being kit only if they workout or take part in spa’s activities. After the experience, they can rate the location on the app’s map in order to suggest the best option to rest of the community. In order to work, the app uses beacons that are intelligent devices which activate according to the users’ position. For this activity the brand will collaborate with the best European gym and Spa chains situated in European cities, for example: Embody Fitness, Equinox KX and the CQ Spas and Terms Resorts. This activity will engage the new generation of consumers which travels often and is always looking for the best place to train and relax in every new city. In addition, it underlines the connection between Missoni and its purpopse of being a lifestyle brand.
33 CROSS EXPERIENTIAL MARKETING
LIFESTYLE MOMENTS This activity will be an upgrade of the “Moments” section that is already prenset on the Missoni’s website, but it will be featured on the application as the previous two implementations. Moments will consist in a collection of real-life consumers short videos, the Missoni’s family memebers will participate as well. People can upload their stories on the Missoni’s platform from both Snapchat and Instagram. The peculiarity lays in the fact that every Missoni’s item shown in a video with a cart symbol (as in the photo), can be instantly purchased via the online store. For this activity the brand will collaborate with the two instant messaging social medias previously mentioned. For Millannials it will be like doing shopping while watching their Instagram or Snapchat feeds therefore, it is believed that it will generate great interest and users’ interactions.
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C O N S U M E R S E N G A G E M E N T P L AT F O R M S
INTRODUCTION In order to give a smart and modern twist to the brand, Missoni will employ new technologies within the store environment and the daily management. This aspect, in combination with the cross exeperiential marketing activites, will activate the participation of the younger generations. In addition, it will increase the amount of consumers’ interactions with the brand and between themselves, diclosing the opportunity for Missoni of building an active and responsive community of digital users and offline clients.
OBJECTIVES
1
create an active Missoni’s community where consumers can interact between them and with the brand
2 3 4 5 6
engage the Millennials and the digital users
make the target feel part of the brand
modernize the brand and create a connection with the modern, online lifestyle
increase the interest around the brand by pushing social interactions and innovations
grow sales online and offline
35 C O N S U M E R S E N G A G E M E N T P L AT F O R M S
M I S S O N I ’ S S M A R T A P P L I C AT I O N The Missoni’s Smart app will allow consumers to sign in via email of via facebook, it serves as platform for the clients to meet the brand in all its colorful facets. In first place, it is an online shopping platform where costumers can easily purchase the preferred items including the newest collection exposed in the Milan pop-up showroom. Secondly, it supports all the different cross exeperiential marketing activites that the brand will employ in this communication plan. Each one will have its own section in the application’s menu in order to simplify the use. Third, the app is the base to build the Missoni community of creative users and receptive audience. This community will be the right social environment for the brand to increment its relationships with the primary and secondary target in order to better understand their taste and preferences. Consequently the brand will be able to develop a quicker time response beacuse it benefits from the data collected by the social media interactios.
36 C O N S U M E R S E N G A G E M E N T P L AT F O R M S
INTERACTIVE MIRROR At the entrance of the pop-up Milan, the brand will employ a
showroom in smart mirror.
It allows attendants to take a full-body selfie. It is a simple but effective innovation aimed to simplify the try-on process and engage consumers. The virtual clients’ figure can wear the items selected and digitally catwalk on the screen. In addition, the smart mirror can detect some psychographic insights about the consumer according to its aspect, the age, body figure, movements, etc. If required by the client, it can detect some healthy advices or everyday suggestions about food and exercise which are later displayed on the mirror. Clients who experience the service will probably upload on social newtworks a picture of the smart mirror showing their digital version all dressed in Missoni. Therefore, this technological innovation will also encourage consumers’ engament and social media coverage.
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PRODUCT PLACEMENT
INTRODUCTION Missoni will provide the gyms and spas with which it collaborates for the “Active Sweat” activity with the brand’s well-being kit. In addition, the brand will style the outfits of its five brand’s ambassadors when they are permforming in concerts, festivals or when they are required at red carpet events and public appearance for example at the Brit Awards.
OBJECTIVES
1
increase the brand’s visibilty
2 3 4 5
rise the interest around the brand
establish a connection with a certain kind of lifestyle
underline the link between Missoni and the five ambassadors belonging to the Y generation
grow sales online and offline
38 PRODUCT PLACEMENT
PUBLIC APPEARANCE STYLING
G Y M & S PA S
39 CHRONOGRAM
40 HUMAN TEAM
ACCOUNT SUPERVISOR ACCOUNT DIRECTOR
PR MANAGER
PA O L A A N D R E A E L L I S T R AT E G I C P L A N N E R
C R E AT I V E D I R E C T O R M E D I A R E L AT I O N S M A N A G E R PRESS EXECUTIVE
BUDGET
STRATEGY ACTIVITIES media pr event cross marketing consumer engagement
1.000.000
TOTAL
8.700.000
2.000.000 1.000.000 1.700.000 1.500.000 1.500.000
ART DIRECTOR COPYWRITER
Project name and short description: Annual Communication Plan
Date of Assignment: 13.01.2017
Brand Character: Timeless: essential, sophisticated Original: recognisable, peculiar Athleisure: vibrant, multi-culti, current
What is the intended source of the volume Mission + M Missoni
What is the desired outcome, with measurable KPIs? Missoni aims to elevate the brand perception recalling the golden age in which was issued as the most innovative and unique fashion brand in the industry. The company wants also to strengthen the relationship with the most loyal audience. At the same time the brand wish to increase its visibility and possibly penetrate a new countries without bringing revolution in the customers’ segment.
What is the assignment? Design an Annual Communication Plan
What is the business issue we are trying to solve, audience, the opportunity? - Although Missoni is still successfully growing, the latest happenings have conduct to an exaggerated focus on the essential design missing the spark of joy and undoubtable originality of the first years and therefore the fading of the brand from the main fashion scene. - Moreover, the brand is widely perceived as directed to a more mature audience which has the wish to feel comfortable but elegant in the light peculiar fabrics of the brand’s creation. Nevertheless, today the fashion scene is dominated by younger individuals. - The opportunity of leverage the brand lays in the new rise of the athleisure trend. In fact, Missoni was the first fashion house that creates this kind of garments and comfortable outfits without underestimate the possibility of apply an original but sophisticated design. With the revival of this trends embraced by several fashion house and especially popular among the new generations, the brand aims to restore its popularity and iconic role in the fashion environment. - An other chance to consolidate the position of Missoni within the luxury fashion scene is a possible collaboration with a technology brand in other to create wearable fashion technology for example creating design for smart watches or smart bracelets. Such collaboration will be also in line with the athleisure and sportive trends so popular among new generations. - In addition, the emerging countries - China, Brazil, India, Russia - are seeing the rise of new luxury markets which brings also the birth of a new millionaire class in these states. Such new class is a powerful opportunity to enlarge and ulteriorly internationalise the target of Missoni.
Brand promise: Missoni makes its customers feel beloved, appreciated and prestigious as they are providing luxury uniqueness and a charming aesthetic throughout its sophisticated, peculiar and instantaneously evocative design.
Secondary Target - social prestige seekers - The ones who are inspired by familiar figures as examples of life and who want to follow their steps. They aim to success being original and acquiring prestige little by little thanks to their skills.
Core Audience: Primary Target - mythical clients - Fashion involved sophisticated audience, who seeks uniqueness. They are confident about their personality and decision, independent leaders of their life who love being surrounded by beautiful, sophisticated and lifetime lasting things.
Brand: MISSONI
MISSONI initial brief
41
APPENDIX
DON’T - compare with competitors - hide flows and look for perfection - product placement - follow the wish of a wider audience different from the affectionate - underestimate the power of the social networks and the words-of-mouth
DO - create a new, charming and attracting collection able to stimulate the consumers, old and new ones, in being part of the social movement - focus on new countries not on new customers segments - respect and listen to the client meanwhile being respected by the client - broadcast exclusivity throughout advertising - taking into consideration the possibility of press event and public event in order to increase the prestige
What are the mandatories (do’s and don’ts)
What is the core selling message, the single main idea? Uniqueness, timeless, comfortability. Creators, developers and implementors of the athleisure.
What is the audience’s attitude to the brand, and how we want to change it? Current: Italia, USA, Giappone, Europe The main profitable lines are Missoni Home, pert-a-porter M Missoni, wholesale accounts for the 75% while own retail the 25% Desired: In Europe the goal is to consolidate the brand focusing on the influence that the prestige of our mythical clients have on the secondary target. In the USA the brand wants to elevate its position in the market enhancing the originality of its design, aiming to engage a larger sophisticate audience. Last, in India the brand aims to increase its presence and visibility in the country, believing that the country is becoming the receptacle of a new type of wealthy class.
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