Post By: Paula Rosa, Kelsey Maloney, Chloe Cook & Lindsay Davidson / FASM 215
Table Of Contents Brand Overview
In-Store Display’s
Our Proposal
E-Blast
The Concept
Web Page
Consumer Profile
Social Media
Competitors
The Face
The Product
Marketing Strategy
SWOT Analysis
Closing
Brand Overview
Founded in Florence, Italy in 1921 Current creative director, Alessandro Michele Influential, innovative, progressive Redefining luxury for the 21st century Eclectic, contemporary, romantic
Our Proposal
Luxury stationery line Patterns from recent Gucci collections Website with customizable options Designed for the fashionable elite
The Concept
Product Stationary such as : • Planners • Pens • Letterheads • Envelopes
Price • Pens - $475 • Planner - $800 • LetterHead and Envelope Set of 50- $250
Promotion • Pre Launch Promotion at Spring 2018 show • Launch party at New York Store • Social Media Teasers - Instagram • Email Blasts
Place • Online Website/ Social Media • Select Gucci Locations
Consumer Profile
Demographics • • • • • •
20 -50 years of age Upper Class Fashionistas Social Elite Celebrities High Income
Psychographics • • • •
Hard Worker Appreciates and values current fashion trends Loyal to the Gucci brand Entrepreneurial
Competitors
• Dolce & Gabbana • Mont Blanc • Cartier
The Product
Spring Pick
Fall Pick
SWOT Analysis
Strength - Strong brand image and has brand equity for its clients - Vast and effective distribution channels - 550 stores which are directly operated - Wide range of products, including apparel and accessories - GUCCI Group provides a strong presence in the international market
Weaknesses - Invested huge amounts of money to protect and maintain brand image - Combatting cheap fake imitations of the brand worldwide
Opportunities - Can tap into emerging luxury markets in economies like India and China - Creating competitive advantage in different business segments - To target the youth segment with staying current in fashion trends
Threats - Extremely competitive segment means limited market share growth for Gucci - Less expensive product substitution easily accessible - Vulnerable to global price fluctuations, recession, etc.
In-Store Displays
E-Blast
Web Page
Social Media
The Face
Negin Mirsalehi - 28, born in Amsterdam - Began blogging in 2012 - Blog chronicles travels, beauty tips, fashion - Owner/Creator of neginmirsalehi.com - Career blogger and model As of 2017, she has: - 170,000+ Facebook Followers - 4M Instagram Followers
Contract Terms Negin Mirsalehi will be under a one year contract where she will have to post weekly on her blog about the product and/or using it. She will promote the product during Spring/Summer 2018 fashion week.
Marketing Strategy
Spring/Summer 2018 Women’s Wear Show New York
- High profile influencers - Free stationery & pen - Hand written notes
xom a e T t s o P e Th