to Spain
“Persol to Spain” Paola Andrea Elli BA Fashion Marketing and Communication Level 5 MIED 507 | CWK 5 Global press and PR project Mariana Rumayor Murrieta
INDEX
INTRODUCTION | PAGE 5
BACKGROUND & INSPIRATION | PAGE 6 BRAND VALUES | PAGE 7 THE MARKET | PAGE 9
OBJECTIVES | PAGE 10
ANNUAL PLAN | PAGE 11
COMMUNICATION TOOLS | PAGE 12
PRESS MEDIA PITCH | PAGE 14
BUDGET ALLOCATION | PAGE 18
CONCLUSION
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This project aims to analyse the potential of Persol, the Italian sunglasses brand in terms on brand expansion. Even if it is already present in Spain, the goal is to increase its visibility and brand awareness meaning that consumers should immediately recognize the sunglasses and link them to the handcrafted quality of the Italian production skills. The reason behind this desire of increase the presence of the brand in Spain and precisely in Barcelona, is the fact that the Catalan capital is a blossoming market taking into consideration fashion with a high content of design. Moreover, in this extremely sunny and good weather provided country, a good pair of protective sunglasses are mandatory and it is even better if they are stylish as Persol’s ones.
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Design is absolutely a distinctive characteristic of Persol glasses which are immediately recognizable by the silver arrow appearing on the hinge. It has continuously made these frames exceptional and easily definable. Form the first models, all the products are create from a mixture of high quality materials, cutting edge technological accurate manufacturing skills which are combined in an extraordinary sunglasses with a superb relax fit and superior style. Deeping into the technological aspect Persol lenses are provided by the Italian optical brand Luxottica which furnish them with UV protection and polarised and photochromic lenses then mounted on durable, comfortable, lightweight and adjustable frames.
B A C K G R O U N D & I N S P I R A T I O N Persol was founded in Turin, Italy in 1917 by Giuseppe Ratti photographer and optician who started to design high quality and technically advanced glasses made to satisfy the need of comfort, protection and optimum vision required by pilots and sports drivers. The trademark “Persol” underlines the backgrounds and the protective functions of the brand’s products in fact, the word comes from Italian “per il sole” which literally means “for the sun”. At frist, the evolution of the model was totally driven by the need of workers and athletes need for functionality. Till 1961 when the Italian actor Marcello Mastroianni wore a pair of Persol in the film “Divorce Italian Style”. From this time on, the brand started to be related not only to extreme performances but also to the movie industry thanks to their elegance, quality and refined design. In addition Persol started the project entitled “filmography” a long feature film, which is still running today, made in collaboration with relevant directors and screenwriters such as Win Wenders, Scott Eastwood and Andrew Dominik. Moving on in their history, in 1993/1994 Persol flew to the US thank to the model and actress Carol Alt therefore entering also the fashion world. In 1995 the big Italian optical group Luxottica acquired Persol although, the brand maintains its identity and the peculiar and iconic old-fashion style. In fact, the company did not move the production which is still undertaken in the frist Persol historical factory in Lauriano (Turin) with the same care and attention the products have always received. Persol is the oldest running sunglasses brand therefore, it is considered the synonym of excellence and wise tradition of history and convention in the handcrafted production.
Comparing to competitors such as RayBan, Oakley and SmokeXMirrors, Persol has a less wide distribution and its target audience is not as mainstream as the brands citied previously. The company is really tight to the creative industry in fact, they have been always collaborating with actors, screenwriters, directors and uncountable artists. The result of these partnerships is the fact that Persol is able to constantly reveal new products accompanied by powerful advertising and communication which increase brand awareness and consumers and engagement. Although their originality and premium quality the glasses are still in the price range of the other players of the market and sometimes even less expensive. Persol, among the target, is perceived as an extremely exclusive brand because their glasses are the selected by several global movie stars and celebrities who choose to wear them for their original design, quality, elegance and durability. Nevertheless, also “normal” people like to wear them because they fit everyone from the teenagers (15-20) to elderlies (60-80). The younger audience is attracted by the design content, the technical features and the long lasting exceptional materials. Once the brand conquered the consumers at this early stage of their life, Persol it is able to engage them through the content provided and the lifestyle the company express. So that, when they reach the older age, they are satisfied by the products and all the inspirations, experiences and benefits provided by the Italian brand.
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Undeniable Iconic Unique and recognisable shapes, the logo and the two silver arrows on the glasses. The frames are extremely accurate under a design point of view and since the starts the symbol of the arrows represent the synonym of the high luxury quality and originality of Persol’s spectacles.
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Vintage Collections made which represents
starting by a strong
the heritage elements in
of the brand the company.
The brand takes always inspiration from its Italian roots in order to create the next collection and artistic collaboration because they believe that tradition is a powerful and excellent source in order to create successful lines.
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Creative Inspiration Collaboration with artists. The brand after being adopted by movie stars and glorious past celebrities of the movie and art industry, nowadays it desires to stay connected with the creative environment. Therefore, Persol provides the company’s website with a section entitled “Atelier Persol” where appears interviews and projects created in collaboration with Italian artisans, painters, sculptors, etc. in order to discover what does it mean “inspiration” and what is its source.
Italian Handcraft High that
quality still is
of placed
material, attention in the product in a fabric where they were born.
Persol is still running the first sunglasses fabric located in Turin and the production is half automatized and half hand made. The step in order to create a pair of spectacles is extremely difficult, it is divided in 30 steps personally undertaken by skilled artisans which hand over their knowledges from generation to generation.
Contemporary Reinterpretation Working with the past but adapting it to modern point of view. As stated before, Persol is very keen in following the tradition. Meanwhile the brand wants to be known as modern and efficient therefore, it uses vintage design in order to obtain the frames which recalls the antique and so appreciated lines but using technologically advanced materials and production procedures that confer to the products a superior value in terms of quality as well as uniqueness.
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+ PRICE | €400
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Lipsticks, perfumes and glasses. This is the path which some international big fashion enterprises took in order to differentiate themselves. And sunglasses are part as well of this kind of market segment. In Spain the giants of the optician sector move more than 600 million euro per year, according to DBK and the main players are companies such as Safilo, Marcolin, Luxottica and Essilor. In the last month a new trend appears in the market: the introduction of niche brands and organizations which acquire more and more market share thanks to the technological innovations and the design. Taking into consideration that the market we are analysing is part of the luxury environment, therefore the companies aim to provide superior quality products which are affordable only for a small amount of people. In Barcelona according to Unidad Editorial Internet, 2016, the amount of people who own a patrimony between 1 and 10 million euro correspond to the 9% of the total city’s population. However, in the sunglasses market the companies operating behind luxury brands which provide spectacles are two big Italian players. Luxottica who manages licensing contract with Burberry, Bulgari, Chanel, DKNY, Armani, Miu Miu, Prada o Stella McCartney but also has own brands for example Persol itself, RayBan a great competitor of the first and Oakley.
INDUSTRIAL CRAFTMANSHIP
Safilo that provides a different portfolio with brands as Polaroid and Carrrera but as well provide for the manufacturing of Dior, Marc Jacobs, Gucci, Saint Laurent, Céline, Hugo Boss, Jimmy Choo o Max Mara. Even if this two company are ruling over the Spanish market there is a new player which can identify a real direct competitor for Persol: the local Etnia Barcelona. In 2013 it overcame 30 million of revenue. This company is selling its products in more than sixty countries around the world and it stand out for its technological innovation and the high design content used in the development of sunglasses created with unusual materials such as wood.
- PRICE | € 100
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As a local PR agency we aim to reach several goal established by Persol.
First of all, to increase the brand awareness in the Spanish market and especially in Barcelona linking it to the “made in Italy” capable handcraft and superior quality focusing on the vintage heritage as well as the technological innovation brought by the company. In addition, the company wants to achieve a younger and creative target largely present in the Catalan capital because in Italy they have already started this “rejuvenation” process enhancing their position among the younger consumers which means from 23 till 33 years old, male and female that has economic independence thanks to their work possibly within the creative industry such as editors, architects, designers or writers. Last, Persol aims to an all year long coverage involving both ATL traditional media tools such as press and print magazines meanwhile acquiring a wider audience through BTL channels taking advantage of the successful contemporary social platforms and medias. To conquer the establish goals we as agency decide to develop a three-pillar communication strategy based on the following axes: the new collection, the brand, and the corporate profile.
COLLECTION
Press Launch
CORPORATE
Collaboration with Paolo Sorrentino
STORYTELLING La Grande Bellezza
THE BRAND Heritage & Tradition
Atelier Persol Fundation
STORYTELLING Persol “per il sole”
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Luxottica
Italian quality
STORYTELLING Made in Italy
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JANUARY - PRESS ANGLES CREATION
- MEDIA SELECTION - SELECTION OF THE SPOKEN PERSON
MAY - PRESS TRIP
- COLLABORATION Atelier Persol
SEPTEMBER - LAUNCH
NEW COLLECTION - MEDIA COVERAGE online and offline
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FEBRUARY
- MEETINGS WITH EDITORS online and offline - SENDING OF THE PRESS KIT - CREATION VIDEO INTERVIEW
JUNE
APRIL
JULY
AUGUST
- PRESS ANGLES CREATION - MEDIA SELECTION
NEW COLLECTION - MEDIA COVERAGE online and offline
- EDITORS / JOURNALIST MEETING
OCTOBER
MARCH - LAUNCH
NOVEMBER - PRESS TRIP
-MONITORING
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- EDITORIAL COVERAGE
MONITORING
- MEDIA SELECTION - SENDING PRESS KIT - ONLINE COLLABORATIONS
DICEMBER
MONITORING
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LAUNCH OF THE NEW COLLECTION “The Great Beauty”
Persol is a company which is tightly link to its Italian roots and the outstanding artisans’ knowledge of handle precious materials to craft high quality and long lasting items such as the Persol glasses. So that through the communication activities the company want to underline the products attributes but, in addition, they are keen on involving the customer in the creative process. Therefore, the next step for Persol will be going back to the past and deep in its roots. The idea is to create a collaboration with Paolo Sorrentino the famous Italian film director author of cult movies such as “Il Divo” and “This must be the place was founded”. The choice of the collaborator lays in the concept of celebrate Italy, its beauty, the artistic background and all the creative minds who brought innovation and originality to the global creative environment. Moreover, it will sign the achievement of 100 years of successful business for the Italian company. In fact, Italy is one of the favourite location of Sorrentino and his characters are part of the society of the “Bel Paese”, such as in the Oscar awarder and Golden Globe winner “La Grande Bellezza” which explore the life of the rich protagonist and art magnate Jep Gambardella, known also as “the king of Rome’s nightlife” even if he has a considerable age. Last, as the communication activity and the whole image of Persol is really effective, the idea is not to move too far from their visual outcomes anyway innovating the content and some side of the look.
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THE BRAND – Persol “per il sole”
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Persol was born in Turin and as it is previously metioned is the oldest Italian sunglasses company which is still running. The trademark “Persol” underlines the backgrounds and the protective functions of the brand’s products in fact, the word comes from Italian “per il sole” which literally means “for the sun”. At frist, the evolution of the model was totally driven by the need of workers and athletes need for functionality. The Persol spectacles were born to protect sporty people form the damages caused by speed and the danger of the sunshine reflection in the eyes while driving the fastest car in the circuit for example. Nowadays Persol is still the most technologically advanced brand. Nevertheless, it’s success among the target dues to the combination of these innovations together with the peculiar, elegant and refined design which attires and pleases people involved in fashion and the creative industry. For this reason, since 1961 Persol is the preferred brand of cinema stars, screen writers and directors, celebrities as much as artists in different fields from guitar handcraft to graffiti painters. To celebrate their success thanks to these people they decided to create a communication platform entitled “A Work of Persol”, which aims also to state their connection with the creative industry and their wish to convey artistic expression. The result is a special production process that is carried out entirely in Italy and it is consisting of craftsmanship, culture, passion and dedication. The works were produced by seventeen different artists and the main inspiration were Persol glasses. The project is still running under the new name “Atelier Persol”.
A L p p f h t o p p a o c a a e r
A CORPORATE – Made In Italy
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S is going to be supported and spread
The Press Kit given to directors and main journalists of sport, fashion and design local magazine which Persol considers able to reach the audience they are aiming for. The amount consists in circa 20 items. It is going to contain press note and press release a gift which is going to be a sunglasses rigid case, the catalogue and look book of the new collection.
According to the licensing company Luxottica there are more than 30 processes behind the creation of a pair of Persol sunglasses. A journey found on skilled craftsmanship and hand-worked phases that leads to the creation of perfect item symbol of the quality of the “made in Italy” production. Luxottica, since 1995 provides the brand with a complete accessorised laboratory which for over 80 years created and is currently creating masterpieces of engineering and hand design. Persol frames are the epitomes of the superior essence of the Italian extremely refined and skilled production.
An editorial with topic “the Great Beauty” theme which has to cover an amount of at least 3 pages. In it the focus is going to be on the inspiration and lifestyle of the brand rather than on the specific frames. However, the sunglasses have to be present in every picture. Press event to place an article about Persol history and artistic inspiration. The aim is to meet the fashion and lifestyle editors of local magazine in which can fit our story about the brand’s heritage. Endorsement of Paolo Sorrentino as spoken person of Persol and its new collection. With this action Persol wants to reinforce the link with the Italian creative environment, especially with the movie industry and in addition promote a possible future collaboration with a Spanish director such as Pedro Almodóvar.
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Search of local emerging fashion designer or product designer that can features their products in the “Atelier Persol” platform. This activity
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through a video which explains the nature behind the collaboration and that promotes both the artists and the brand. The goal is to leverage Persol as Italian superior quality brands meanwhile pushing its bound with the creative environment so that it perfectly fits the Barcelona lifestyle. Another useful activity can be represented by taking the Spanish journalists from the local magazines selected to visit the Persol’s first fabric in Turin. According to the amount of the budget we have available we are going to take one or two editors and paying for them the travel including the accommodations, transports and meals. The visit will last two nights and three day so that the press invited can enjoy without pressure the time in Italy and in the beautiful hometown of the company.
I ICON magazine – Spanish version
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It is a bi-monthly lifestyle magazine produced by El Pais. It has a readership which amount to 25.000 and it composed by a various audience. It is read by design professionals who are after the latest news and exclusive interviews, but also by a general readership with an interest in architecture, design, fashion, graphics or technology, according to O’Neal, 2016. It sold in over 40 countries but the market in Spain is blossoming and it has a lot of success within the creative environment of Barcelona for its provocative attitude, its writing and its taste.
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Local and international lifestyle magazines which fit the Persol’s core values. The issues should be provided with interesting contents and offer a wide range of different themes regarding fashion, design, upcoming trends and lifestyle. The selection is balanced between a more male or female audience because Persol is addressing to both gender without distinctions in the age group between 25 to 45. The local magazines chosen are really linked to Barcelona and the life in the city meanwhile the international ones take into consideration a more international environment and feature worldwide known artists and creatives. Both the issues local and international are extremely informed about the latest news and the current happenings in the creative environment.
PRESS ANGLES EXAMPLE “Milano da Bere”- Shot in Milano’s Financial District, photographer Stefan Giftthaler creates a renaissance of the excess wealth and Yuppie decadence that was the forefront of the corporate chic look of the 1980’s. (Vagazine.com, 2016)
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Interview Spain
GQ Spain
The starting phase of the magazine took inspiration from approach pioneered by Andy Warhol, who declared conversation to be an art for. The main themes it treats are art, fashion, photography and design. It offers high quality journalism and the attractive characteristic of the magazine lays the fact that celebrities interview each other. The readers Persol wants to attract featuring on this particular magazine are educated, modern readers who are confident in their own style. They are global thinkers which have a strong perception of belonging to their land and culture. The audience is mainly composed by speaks directly to the creative class. Women who are passionate about fashion, art, beauty and design, with a broad range of cultural and style interests (ENG_Interview_ MediaKit, 2016). The magazine has a frequency of publication of 10 issues per year and a paid circulation of 73.386 copies, the amount of consumers publications amount to 501.126 copies.
The magazine provided by Condé Nast has a strong historical background. In fact, the issue has been running for almost 50 years. Mostly directed to men in the age range of 36 years old it provides lifestyle and culture connected articles varying themes from design to photography passing from male fashion becoming a guide and inspiration to follow. It is the most international one among the press selected but it is really appreciated for its sharp and clear writing style and the simple but smart character. GQ has a total paid circulation of 846.615 and together with the Single Copy which amounts to 99.919 it reaches a total distribution of 964.534. PRESS ANGLE EXAMPLE ‘I Wear Sunglasses At Night’ by Neil Roberts
PRESS ANGLE EXAMPLE “Back to the Future” editorial, André Courrèges’ “Eskimo” sunglasses, shot by Mert and Marcus
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ZURDA Magazine It is an online issue which grants daily fresh contents. It is entirely directed by women and this characteristic can attract the female public. The main themes treated on this online platform are fashion and fashion, music, events and locations of Barcelona or in the surroundings. In addition, according to their Media Kit online they offer the opportunity of creating videos with branded content to feature on their website. This activity can be useful to promote Persol in this fresher and contemporary environment. The target group of the online Barcelona magazine correspond to the one the brand is looking forward to reach. Unfortunately, they do not provide information about the unique users and visitors but taking into consideration similar magazines’ website such as Dazed &Confused Digital which has a traffic over 787,000 monthly unique visitors in under a year, and also looking at the followers on Instagram, 5.920 and Facebook, 4628, it is possible to see it does not a have an extremely wide audience but it is still very appreciated and popular in the creative environment and especially the local one.
C O L L A B O R A T I O N S O N L I N E M E D I A In order to reach a wider audience and Pesol decides to endorse as brand’s spoken person Paolo Sorrentino who actually likes and wears the company’s sunglasses. In order to communicate this important collaboration, Persol wants to create a video in collaboration with ZURDA Magazine – later explained - interviewing the Italian movie director about his inspiration and his connection to his mother land trying to link the pride of being Italian with the strong sentiment of belonging to the Catalan territory of locals in Barcelona. The video is going to be spread on the social platform of the brand itself “Atelier Persol”. The website is going to be easily accessible to Spanish people thanks to the possibility of change the language. Moreover, it is provided with interesting content which the people Persol wants to address may appreciate but they are not aware of the existence of this channel.
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Wallpaper Digital It is a printed media that also has an online channel of which Persol wants to take advantage. The Wallpaper digital version has 857.000 monthly unique users and 838,214 Twitter Followers 175,160 Facebook fans 83,527 Tumblr followers 61,150 Instagram followers. The online magazine is renowned for the several awards won such as the “Digital Designer/Art Director of the Year British Society of Magazine Editors Awards 2012”. The themes discussed regard mostly design in fact, in their media kit about Wallpaper.com the company states that the online channel aims to be “a modern online design bible producing trend-setting features from the design, motoring, interiors, fashion, art and lifestyle arenas” (Wallpaper.com, 2016). The audience is able to interact on the digital platforms thanks to different activities they propose and we believe that a great opportunity for Persol would be the possibility of an Integrated Partnership. It consists in a solution for video, interviews and amazing photography to allow the users to interact with brands in order to educate them and stand out among competitors acquiring a great advantage.
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Year budget €60.000, it must be divided between the two seasons AW and SS.
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Interview facing pages editorial 20.300 ICON facing pages editorial 18.000 GQ – three pages’ coverage 14.500 x2
Summarizing, Persol is an italian luxury sunglasses brand keen on handcraft and creativty which meets in Barcelona a prosperous market close to its brand core values.
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The activity we want to undertake in order to grow the brand’s awarness in the Spanish and especially in the Catalan market, are a balanced combination between online and offline channels .
Press kit 5.000 ZURDAMagazine Video online coverage 10.600
In order to spread Persol’s voice we also have a developed a three-axes communication strategy so that the new audience is going to be able to know Persol under a 360 degree view.
Wallpaper.com Integrated partnership (estimation) 16.500 Press trip 20.000 Endorsement – providing 4 pair of glasses – 200x4
As it is possible to see from the budget calculation, even if it is an estimation due to the lack of some data, even if the company dispose of an average amount of economic resources, the action we planned are believed to be sufficinetly successful to achieve the desired result.
TOT 120.200€ for one season ROI 120.200 x2 = 240.400€ / 60.000€ = 4,1 times the investment.
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