Communication Techniques and Strategy Rebecca de Palleja Sarda BA Fashion Marketing & Communication, Level 6 2017-2018 6FAMK005C CWK 1 Jaime Romeu & Mauricio O’Brien 3.000 words
TABLE OF CONTENTS 1. INTRODUCTION 2. CURRENT SITUATION 3. OBJECTIVES 4. COMMUNICATION STRATEGY 5. MEDIA PLAN 6. PR PLAN 7. EVENTS -Charity -Fabulous Event -Fashion Show -Flagship Store 8. CROSS EXPERIENTIAL MARKETING 9. CONSUMER ENGAGEMENT ACTIVITIES 10. SPONSORING AND PRODUCT PLACEMENT
11. THE TEAM 12. YEAR CHRONOGRAM 13. BUDGET 14. REFERENCES 15. INITIAL BRIEF
INTRODUCTION
The core values of Lacoste are confidence and sophistication, stimulated with passion, elegance and enthusiasm. Their mission is to communicate a positive meaning of life with their customers and partners.
Primary Target
Secondary Target
Unconvenctional chic
Casual sportive
Young adults. Elegance casual classiness.
Perceive as being elegant but in an unobtrusive way.
Individual individualistic style and being able to express yourself through different apparels.
This people desire to be perceived as mature, proactive, successful and sophisticated , with high confidence.
Premium Providing the consumer a social standing. Stating that Lacoste is able to satisfy the social and psychological needs of the wearer. Lacoste is seen as being , casual, preppy, sophisticated, attractive and sportswear. This visualization are constructed from the apparel line they carry and the promos done by them. The brand logo (the crocodile) is an integral part of the firm image.
Brand promise Lacoste enhances you through life, movement, joy, optimism, sport and fair play, making you to feel part of unique experiences.
They use to stay loyal to the things they place their confidence in and they are selective about what they invest. Their overall style is casual however never seen out of place. People who don’t buy conspicuously and have a taste for understated luxury as opposed to show off.
People interested in sports, generally Tennis and Golf. Combine both luxury and sports, being casual and chic. People seen as skilled, mature and satisfied, which gives importance to principles, knowledge and functionality. Search for functionality and durability in the goods they purchase.
Business Issue
Lacoste is perceived as a “men only� and mainly associated within the world of sports, specially golf and tennis. Over the years Lacoste strategy shifted on becoming more women oriented. Lacoste lacks prestige of being seen as a young and modern. Young people are not able to connect with their principles. They establish that the brand is too costly, antique or aristocratic. People knows Lacoste, however this is not present in peoples minds at the time of purchasing something, Lacoste should integrate more and expand their target so that the brand is more present in peoples minds.
They should generate new content that will enrich and strengthen the established and important luxury codes of prestige and success. An opportunity to expand to other exports.
Implementing new communication strategies, actions and activities.
Desired Outcome Possition lacoste as a moderns and contemporary brand
Strategic markets USA They have a multi channel strategy and carefully centers the brand across four key fields, e-commerce, wholesale, outlets and on their personal signature shops. Lacoste identifies this part of the strategy as “not a channel play� however a manner to contract and preserve their brand integrity.
LUXURY TREND ANALYSIS It’s crucial to know what other brands and companies are doing in the market to catch up and continue raising amongst their copetitors. Firstly, the global trends will be analyzed. Secondly, trends happening in the luxury market. Thirdly, what is doing the Lacoste competition.
GLOBAL TRENDS
Sustainability
Diversity
Due to the raise of global warmth it has become a global trend. In order to conserve natural resources, protecting the planet and decreasing environmental harm, brands, companies and people are now producing in a sustainable way.
This connotation has evolved notably. 2017 has been a year with significant progress, showing a more substantial meaning, not only in terms of race, but recognizing the importance of representing a wider range of beauty. The curvy roles, the brown culture, the transgender and the older kinds.
Influence marketing Influencer marketing is about the popularity and trend-setting power of influencers. This trend will likely dominate the digital marketing arena in 2017.
Designers are starting to feel more confident on voicing their political beliefs, and it’s a trend that is raising fast. It’s more important than ever to show inclusivity, as human equality within the United States has become increasingly attacked.
LUXURY TRENDS
Intellignet customer service Thanks to the performance that artificial intelligence and machine learning is playing, this trend is becoming even more real. The result is the idea is going back to the old stores, where the owners knew every customer on a one-to-one basis. Not only the quantity, but learning so as to keep improving the experience. This also implicates a great value exchange which is attached for the shopper, both online and in the real world.
The new AI-powered Macy’s On Call mobile tool from IBM Watson and Satisfi (Image: Macy’s) Macy’s will launch an in-store shopping assistant powered with artificial intelligence, collaborating with IBM Watson via developer partner and intelligent engagement platform, Satisfi.
The bots are coming
In Store Technology
Many brands are starting to experiment with chatbots, machine-led customer service tools working on Facebook Messenger, Kik and similar. Replacing the odd gifting experience and offering a proposal to hit the early adopter goalpost than victoriously transform consumers via new meanings.
Consumer expect that their demands are satisfied in a more quickly and easily way than before, especially when it comes to the payment part role. It’s related to the Internet of Things, connected stores, collections, fitting rooms… creating a favorable consumer impact.
Burberry’s Facebook Messenger chatbot (Image: Burberry) This combination of storytelling, product discovery and customer service is detected as the future for chatbots, creating consumer engagement available at a greater scale than could have been achieved before. Its about responding as much as possible for consumers through AI, before expanding to a human only when needed.
Rebecca Minkoff’s new self-checkout Rebecca Minkoff, New York-based designer, has released a self-checkout choice in her Soho store. She has collaborated with QueueHop to afford the technology. Their main goal is to change the shopping experience for the millennial consumer which the brand is focused at.
Voice Interface
Digital reality
User interface is going to be crucial and a growing quantity of attention is going to be put into this subject. This is the next big platform for interaction with services.
This is all about the concept that functionality will keep arriving by 2017. Digital realities are established to advice both consumers and companies in a wide range of new ways, creating them a deeply important element to examine.
Mary Meeker of KPCB anticipates that by 2020, nearly all go the web searchers will use voice or image search instead of text. It will be all about frictionless experiences, information will be able to be purchased within one simple stream instead of multiple clicks.
The experience is virtual but the sales are real. (Alibaba)
“Imagine speaking to Siri like she’s your personal shopper,” said Liat Zakay, who is co-founder of Donde, a mobile search engine in which shoppers use visual cues rather text search for items. “For example, I could tell her that I’m looking for a cocktail dress with an open back. Siri will be able to analyze the styles of dresses from several retailers, determine which I’ll like based on an understanding of my past personal style preferences, and present me with options that match exactly what I was envisioning.”
‘Live’ Strategy
What emoji are you?
This isn’t a new concept, however live video has acquire reputable base in 2016, thanks to the launches of Facebook Live and the recent opening of both Instagram and Twitter’s personal versions, not forgetting the persistent paper Snapchat plays too. The final outcome is a severe marketing thinking in this field, which will continue raising for those attempting to increase or gain a competitive lead inside social media.
Emojis are gaining a lot of popularity this pasts years. They are a funny way to express what you feel. Emojis blend marketing 4.0 and communication 3.0.
Acne studios released a collection of emojis hats, tees and sweaters.
The Livestream Production Team of Carolina Herrera produced the live runway show broadcast with a standard three-camera shoot in addition to the two 360-degree cameras on each side of the room. The Livestream Product Team then created a custom player that allowed users to choose their own viewing angles and experience.
Donatella Versace decorated her primary-color collection with emojis, adorned with medusa crowns.
LUXURY SPORTY TRENDS Unapologetic sportswear is now very chic, and appropriate for any non-gym based occasion.
Team Jacket
Tracksuit Trousers
Win the race
X
OBJECTIVES An objective is an specific result that aims to be achieved in a certain time frame. Objectives are set to create a complete and organised work.
- Increase brand awareness -Communicate with the target audience -Achieve H2H communication to build relationships between the costumers -Implement marketing and communication 4.0 using digital to evoke emotional experiences -Immerse the target market into the world of Lacoste -Strengthen and establish Lacoste brand’s positioning, message and presence -Increase media presence with mentions and product placements in general and industry press, interviews, editorials and features in selected blogs and social media networks of relevant digital influencers -Increase sales
-Increase the word of mouth of opinion leaders, early adopters and fashion insiders -Generate traffic on Lacoste website - Achieve and increase high sales and the online platform -Use social media platforms and the Lacoste website for creative, different, aspirational yet relatable content
COMMUNICATION STRATEGY
It reflects the problem and what do you want to do.
To achieve an engagement and talk we need a good communication strategy, including social media, press...
Objectives and goals: -Create awareness
-Increase the word of mouth of opinion leaders, early adopters and fashion insiders
-Stimulate the want/desire of being Lacoste target
-Broaden/widen the customer base in key markets
-Generate high sales
-Increase engagement within the clients and the brand
-Achieve a total comprehension of what Lacoste is about Lacoste continues in Positioning
-Show the values of Lacoste
-Strengthen and establish Lacoste brand’s positioning, message and presence
LACOSTE POSITIONING
LAUNCHING
2019
CONSOLIDATION
2021
2023
Media Relations & Media Plan Target media Social media
Pr Plan Brand ambassador plan Opinion leaders & influencers plan Digital influencers
Events Presentation of the collections Opening ceremony Cocktail dinner
Cross Experiental Marketing Capsule collection
Consumer Engagement Platforms Sport guides Pop-up store App
Sponsoring & Product Placement Event sponsoring Celebrity endorsement Main sponsor Commercial sponsor Technical sponsor
MEDIA PLAN
This section shows the publications which Lacoste has chosen in order to reach the target group through publicity, main and special stories, editorials and advertising. Press will be with the designer before the social events since we do not want to mix them with people. Vip journalists, will have a special time to be with the designer since we are interested in giving them explusive information about the event or collection.
Key Messages -Lacoste supports the world’s most powerful generation by creating meaningful and inspirational content -Lacoste enhances you through life, movement, joy, optimism, sport and fair play
Objectives and Goals
-The Lacoste spirit is the expression of modern French style, inspired by tennis and golf.
-Present the world of Lacoste and the one of its founders to the target market.
-High level of quality and professionalism within areas such creation, style, manufacturing and retail.
-Spread brand awareness in targeted media in order to reach new customers.
-The brand supports sustainability and people
-Generate high sales -Achieve a total comprehension of what Lacoste is about
Target Media -International fashion magazines -Luxury sports magazines
USA PRINT TARGET MEDIA
SPORTIVE LUXURY MAGAZINES
DC MAGAZINE
GQ MAGAZINE
TOWN & COUNTRY
1. Main story how Lacoste made its way 2. Advertising SS18 3. Press Release Fashion show 4. Editorial Opening store
1. Article fabulous event 2. Editorial capsule collection 3. Special Story Lacoste and its logos 4. Press Release opening flagship store
1. Main Story discorver the rootsof the firm 2. Press Release fabulous event 3. Editorial Lacoste capsule collection 4. Advertising SS18
INTERNATIONAL FASHION MAGAZINES
VOGUE 1. Advertising campaign SS18 2. Editorial diversification of logos 3. Special Story about the designer 4. Press release fashion show
ONLINE TARGET MEDIA
L’OFFICIEL HOMMES
THE WALL STREET JOURNAL
1. Main story about the existing firm Lacoste 2. Advertising SS18 3. Editorial special polo collection 4. Press Release charity event
1. Coverage of the Totême collection presentations 2. Press release charity event 3. Online gallery “Elin Kling Style File” 4. Advertising SS18
DIGITAL PLAN Digitalisation is important, we want to apply marketing 4.0 but be communication 3.0. This will be achieve by the use of innovative technology to impress the audience.
SOCIAL MEDIA Objectives -Focus on Instagram, Pinterest, Facebook and Snapchat -Increase the frequency of publications
-Broaden/widen the customer base in key markets
-Establish an emotional and meaningful relationship with the consumer
-Provide creative, different, aspirational yet relatable content
-Increase sales with the sharing of Lacoste visuals
-Increase engagement within the clients and the brand
-Immerse the target market into the world of Lacoste
-Show that Lacoste enhances you through life, movement, joy, optimism, sport and fair play, making you to feel part of unique experiences.
-Appeal to the Lacoste target and beyond, creating desirability -Strengthen and establish Totême brand’s positioning, message and presence
VIP journalists
Jim Nelson, current editor-in-chief of the magazine GQ.
Jim Nelson, current editor-in-chief of the magazine GQ.
Stellene Volandes editor-in-chief of the magazine Town and Country.
Jim Nelson, current editor-in-chief of the magazine GQ.
AndrÊs Saraiva, creative director L’officiel Hommes.
Michael McCarthy, editor-in-chief of DC magazine.
PR PLAN The PR plan introduces the brand ambassador, opinion leaders, on and offline influencers plan. The choices have been made according to what they represent and stand for.
Objectives -Attract our consumers and embrace desirability towards the brand -Increase the word of mouth of opinion leaders -Broaden/widen the customer base in key markets
Brand ambassadors
WHAT WE EXPECT -Work exclusively for Lacoste -Appearances on brand presentations and sponsored events in Lacoste clothing -Mentions of the brand on interviews and special events - Wearance of Lacoste pieces on fashion week outfits, events and daily life
John Robert Isner is an American professional tennis player who is currently ranked world No. 14 in men’s singles by the Association of Tennis Professionals (ATP).
WHY He fits within the secondary target as this target want to combine both luxury and sports, being casual and chic. This target are mature, satisfied and knowlegable people.
WHAT WE EXPECT -Wearance of Lacoste pieces on fashion week outfits, events and daily life -Increase the regularity of her posts on social media and the mentioning and tagging Lacoste on those platforms, plus collaboration on Totême’s social media take-overs -Active collaboration on interviews/features in the totême zine and online platform
Marcel Floruss is a New-York based blogger who shot to fame through the One Dapper Street blog. He loves street style and gets to rub shoulders with the fashion industry’s bigwigs.
WHY He is associated with the primary target, being distinguish as being elegant but in a discrete way. This target utilizes Lacoste to be recognized as being sophisticated, proactive with high self esteem.
O P I N I O N L E A D E R S & I N F L U E N C E R S
Tim Blanks Editor-at-large Business of Fashion
Willy Vanderperre Director and photographer
Johannes Huebl Model, digital influencer
Tiger Woods American professional golfer who is within the greater outstanding golfers of all time.
Giotto Calendoli Digital influencer, blogger
John Robert Isner is an American professional tennis player
Patrick Dempsey American actor
Imran Amed BoF mafazine founder, fashion business advisor, writer and digital influencer
Pharrell Williams American rapper, singer, songwriter, record producer and film producer
Cameron Diaz American actress, comedian, producer, author and former fashion model
Daniel Entrialgo Director of GQ magazine
American
Owen Wilson actor, producer, and comedian
screenwriter,
EVENTS
The following section introduces the events that will transcurs for the years 2018 and 2020 in order to promote the brand in media, within clients and insiders.
OBJECTIVES · Strengthen and establish Lacoste brand’s positioning, message and presence. · Increase media presence with mentions and features in general and industry press, selected blogs and social media networks of relevant digital influencers. · Present Totême as a timeless, effortless yet chic brand that aims to the women who have tasted the good things in life and are craving to broaden their perspective through a sophisticated viewpoint.
CHARITY
Swing Big
THE FOUNDATION LACOSTE The main objective of this foundation is to support the youth at danger discover their route in life through tennis and golf. This institution backs up projects devoted to help youth at risk advance to better life by determining a diverse socio-cultural atmosphere across leisure. This Foundation was operating in nine regions by 2016, Brazil, USA, France, Morocco, Tunisia, Canada, Uganda, Israel and France. RenÊ Lacoste´s granddaughter, Lacoste Beryl Hamilton is the one in charged of The Foundation Lacoste, under the patronage of the France Foundation.
CONCEPT The brand is known for sports such as golf and tennis. Their primary and secondary target enjoys the easy going life that this sports apport. ‘Swing Big’ will be about blending both targets. A golf match will be held, doing a competition within it. For participating people will have to pay 100$ and this will include golf sticks, golf car to move around the club and a small pack of golf balls. The money raised will be donated to the ‘Lacoste Foundation’.
THE VENUE The golf match will be held in ‘Mayacama golf club’located in the hills of northern Sonoma County, California. This is a private golf and residential community where a vibrant club life is joined by an active sporting life in an indescribably beautiful valley. People will be able to take long walks arround the club and enjoy the nice views of the valley.
THE EVENT A buffet will be serving canapes and champagne along the day, so that the guests feel like home. The food and drinks will be served in the terrace of the club. The match will take place before lunch so that everyone is fresh and they enjoy the food later with a good laugh and talk. The dresscode will be unconventional chic, as the event takes place during day. For participating in the match there will be people arround the club for register and which will explain everything. The match will last 1 hour and people will be able to follow it or walking along with them or in big screens which will displayed around the club. The winner of the match will win a full golf clothing pack from Lacoste.
THE EVENT A band will be in charge of the music, creating a comfortable enviroment. The club will have a shop with products of Lacoste for the ones who need to buy something at the last minute, such as polos or golf cups.
SPECIAL GUESTS In order to give the event more prestige young famous American golf players will be in charge of the match.
“Bubba� Watson, American professional golfer who plays on the PGA Tour.
Hunter Myles Mahan, American professional golfer who plays on the PGA Tour.
Matthew Gregory Kuchar, American professional golfer who plays on the PGA Tour and formerly the Nationwide Tour. Rick Yutaka Fowler, American professional golfer who plays on the PGA Tour.
FA B U L O U S EVENT KEEP IT UNIQUE, KEEP IT LACOSTE The core attitude of Lacoste products are their characteristic sophistication and particular style which augments the freedom of movement and style of all the people which enters the world of the brand. Enthusiasm and refinement are also main core values of the brand, foster with passion and emotions. Lacoste has a personal style which makes it unique for the brand and for the people wearing the brand. That’s why we want to express that someone that wears Lacoste will be unique, they will have a special feature that differentitates from the rest of the others.
Lacoste primary target sense themselves as being sophisticated however in an unobtrusive manner. They have a pleasure for understated luxury, as the contrary to presume. Whereas the secondary target prefers being casual and chic. ‘Keep it unique, keep it Lacoste’ will be all about unique experiences and unique products. As Lacoste wants to be unique they will implement the latest technology on their event, so that they implement communication 3.0 and marketing 4.0. They will also keep it unique by creating unique products that will be sold there to increase sales. They will launch a special polo collection, with a special Lacoste logo.
They will also create a limited eddition technologycal book, composed of special images and screens featuring videos.
Through the event Lacoste will blend both targets and will be able to comunicate their main values.
EVENT PRODUCTION
-VENUE-
The event will be produced on the Hamptons, which is known for being beautiful, elegant, preppy and relaxed; appropriate for every lifestyle. The villages and houses of the Hamptons shows and defines elegance, style and luxury in a very calm atmosphere. It will be held in ‘The Quogue Club At Hillock House’, which is an elegant luxurious hotel at the gateway of the Hamptons, the east end of Long Island.
The event will consist con creating a unique experience. As Lacoste want to reach the younger minds they will implement marketing 4.0. Virtual reality in sports is now going mainstream. This new trend offers a deeper experience than any other, fulfilling people desire for a closer and deeper relationship with their favorite sports, teams or athletes. VR’s 360-degree experience is perfect for giving action to the guests. Lacoste will partner up with STRIVR, the world leader company in using VR to train individuals and improve performance, combining real-world experience and technology.
Individual rooms from the hotel will recreate diferent types of sports, implementing marketing 4.0 and communication 3.0, creating interaction between the guests and unique activities.
3 diferent sports: -Golf -Tennis -American football (as we want to be based in america)
Rooms will contain: -Accesories for each sport (tennis raquet, golf sticks, football ball...) -Screens -VR glasses Decoration: -White, artificial light The environment will simulate a general view of a each sport, recreating a tenniss court, a golf camp and a football pitch. People will be able to choose on what country they would like to play and on what court. Each person will have 15 minutes with each sport. There will be 3 rooms, one for each sport. Each room will be divided into 5 spaces, so that 5 people can play at the same time. VR golf will be located in the gym zone. VR american football will be located in the corporate events room. VR tennis will be located in the dinning hall.
Lacoste will hire contemporary dancers which will be dancing around the garden of the hotel. Creating a more elegant and sohpisticated enviroment.
Lacoste will be selling a book, which will explain the story of the brand and will cointain pop-up pages. At the end of the book there will be a small screen which you will be able to see videos.
The music will be soft and harmonious, in order to create a calm enviroment. It will be played by a dj. Speakers will be placed everywhere, so that everyone can hear the music.
Some pages will be only seen by downloading an app on your phone and scanning a code. This pages will cointain games, music and past advertising campaigns of the brand.
The book will also contain images that through your camera phone screen they will become a video. The video won’t take over the entire screen, it will only be the image portion of the book, and while the video is playing you can move around. The books will be sold on a small shop that will be located at the garden.
Lacoste will be also selling a unique polo collection for that event. What will be unique will be the logo, which they will create a new design. The polos will also be sold in the garden. Selling polos and a book will help Lacoste to increase sales and give their guests somthing to remember.
-DECORATION-
-ACTIVITIES-
Photocall
Welcoming drinks
Speech and welcoming by Lacoste designer, Felipe Oliveira
Explore a unique experience
Walk around the gardens
Bar and live music from the begining until the end
-EVENT COMMUNICATIONPre-event marketing
1. Invitation Card
2. Confirmation
3. Reminders
4. Event
Confirmation calls and mails. A database with the list of the confirmed guests will be created.
Send an email to the guests who confirmed, the same day of the event.
Is not allowed to interview anyone, journalists and press can take pictures. VIP Room is for VIPS and Lacoste own press.
Timeline
5. Post event marketing Thank you cards the day after the event.
Teaser
Event
Acknowledgment and Sales
Send save the date to VIP Venue with photo call people
Send thank you cards
Canapes and cocktails Send invitations to the mailing list of the brands featured in the launch Speech from Lacoste designer, welcoming guests
Sales campaign
Confirmation
Time for guests to explore Lacoste unique Invite journalists and influ- experience encers Press Release
Note of the impact of Lacoste launch event Data on the success of Lacoste launch
FASHION SHOW The fashion show presentation is exclusively dedicated to the men fashion section of Lacoste. Its about the brand and it’s shows. The show will be using some of the values of the brand and will be also using technological mediums to create emotional experiences using 4.0 marketing and communications.
OBJECTIVES -Do brand activation -Present S/S 2018 collection -Reinforce Lacoste in the fashion industry -Strengthen and increase consumer brand relationship -Connect with brand territory -Establish a wider audience in the key market -Achieve high sales -Generate traffic towards their website, social media and store -Increase client base -Brand awareness, notority and recognition -Promotion -Word of mouth
COLLECTIONS
-F/W’17-
The collection is about trim tactility and fit minialism.
-S/S’17-
“It’s the idea of an endless summer and all of the things I like about the season; comfort, ease, natural state.” explains Felipe Oliveira baptista
-F/W’18-
The collection is about René Lacoste post-tennis passion for aviation. The designer describes it as ‘a complete cosmic voyage’.
THE COLLECTION
This section provides every information, key pieces and inspiration of the selected collection. It is the first step in order to develop a creative concept for the fashion show.
Objectives: -Understand what drove to the creation of the collection -Immerse in the collection inspiration -Analyze key pieces
-SPRING/SUMMER’18-
This was the collection for Lacoste’s 85th anniversary. The creative director Felipe Oliveira search through the archives to pay homage. It was a “past, present , future” collection. It manifested a modern blend of untidy sportswear and preppy propriety.
Lacoste’s origin story was seen in not just the polos, but the cricket sweaters and the double-berated gold-buttoned blazers that were favored by René.
-COLLECTION LINE-UP-
CREATIVE CONCEPT
The creative concept introduces and proposes a creative idea that could be use as a medium to present the previously analyzed collection. It also includes the main goals, and outcomes of the new creative idea.
OBJECTIVES -Propose a different way to present the previous collection -Present the collection -Explore ideas and creativity -Bring new perspectives into the brand -Engage with customers, audience and press -Attract attention to the brand
-Connect with brand territory -Do brand activation -Promote and position the editorial platform -Present SS’17 collection -Attract new customers -Mantain previous target audience -Global reach
I’M BACK LIKE I NEVER LEFT
Following the collection inspiration, an homage of RenĂŠ Lacoste 85th anniversary, the presentation of the collection will focus on a tribute on going back, as a representation of honor, respect and celebration of Lacoste. All goes onward and outward, nothing collapses, the concept is an obeisance of the legacy he left.
-Create an emotional Experience -Change brand preception
-Develop a relationship between brand-customers, brand-buyers, brand-press
-Increase brand awareness -Generate brand traffic -Increase brand engagment -Earned media -Generate and increase sales
In order to positionate Lacoste as a modern and youthfull brand we will raise from the typical and ususal fashion show. We will connect Lacoste elegant, individualistic and premium style with the creative concept by building 4.0 marketing and implementing communication 3.0.
FASHION SHOW ELEMENTS
Fashion Show elements answers to the questions where, when, why, what and how; explaining every detail needed to correctly develop a fashion show and present a new brand collection.
OBJECTIVES -Get buyers attention -Connect with clients, buyers, press -Explain how the brand aims to connect and get attention -Increase brand awareness -Expand target audience
-VENUE-
As the brand territory is US Lacoste will be helding their collection presentation in Los Angeles, Califronia. The fashion show will be held in a private home, ‘Hacienda de la Paz’ (estate of peace). A breathtakingly house, where you feel transported to another time, a door to the romance of the past while coexisting in the present. You feel captivated by the beauty of what lies beyond every truth. This matches with the creative concept, homaging the past, while we are on the present.
-COLLECTION PRESENTATION-
The presentation will be set on the tennis court. As the Lacoste brand promise is enhance through life, movement, joy, sports and fair play. It will be livestreamed in Lacoste website, to generate traffic. For connecting with the youth Martin Solveig, french dj, will be incharge of the music. He will open the show with the song ‘HELLO’, one of his songs, which the music video is a tennis match scene, matching with the location. Then songs as ‘Hey Now’, ‘Places’ and ‘Ready to go’ will be played.
The claw f a s h i o n book, 2016
Lacoste will again pair up with VUFORIA, ar company, and use augmented reality technology to create a virtual environment on the stage. A virtual tennis match in the middle of the court, while the models walk around it will be created. Guests will be able to interact through their own mobile devices and iPads will be provided for everyone, through an app. By using real -time 3D content creates an intriguing and richer show from the viewer perspective. The experience will also benefit the physical models, as we will control timing and placement. This will create both a huge contextual and technological achievement.
The show will finish by all the models standing in the middle of the tennis court, as soon as the show ends the ar tennis match will also finish. The collection presentation will last around 10-12 minutes in total.
-MAKE-UP & HAIR-
-ACTING-
-LOOK AND FEEL-
Their look and feel will be elegant and simple. A clean, simple and minimal tennis court, with sophisticated decoration and with a touch of old-times feel as we want to play a tribute to RenĂŠ Lacoste. Everyone will have a total view of what is happening in the show. The tennis pitch will cause the attendants to be completely focused on the show, expectation will be created. The ar will be located in a way that they are not visible to the public.
-DECORATION-
Teaser -EVENT COMMUNICATION-
Invitation card & Thank you letter
Inform about the show: -Save the date, 3 weeks before -Press release (jornalists and press) 2 weeks before the event -Invitations, one week before -teaser campaign on social media
Resolution -guests arrival -seating arrangement -collection presentation -in-house team members ovation event will be live-streamed in the website
Acknowledgment and sales -thanking the participants after the event via mail -send a presentation report with a press kit -data (KPI’s, number of attendants) on the success of the presentation -earned media -follow media coverage and social media impact
Touchpoints -direct communication -PR and media relations -mail -social media
-PR -social media -website
1
2
-PR and media relations -direct communication -social media -mail
3
OPENING FLAGSHIP STORE On this section we will develop a proposal plan for Lacoste, in order to manage the launch of a new flagship store in a city. Explaining why, the production, the communication and the event.
OBJECTIVES -To communicate Lacoste flagship store -To achieve the highest quality attendance of Lacoste target. -To obtain the maximum quality coverage in fashion, trends and lifestyle media with local and national press regarding the event. -To strengthen the contact with the press. -To achieve the highest quality attendance of Lacoste target.
-LOCATION-
NEW YORK
Even though that there are 3 stores in NY already it isn’t enough. NY is big and with many touchpoint. Lacoste existing stores are located in: midtown manhattan, kips bay and greenwich village. In-between the upper west side and Lincoln square neighborhoods will be where the next store will be located.
New York is the perfect location for Lacoste. It goes with their values and the wide amount of people offers Lacoste the opportunitie to expand their target and reach new consumers. Lacoste’s primary and secondary target mainly located in NY.
welcoming (by Lacoste team)
-EVENT PRODUCTION-
Event Communication
Invitation card & Thank you letter
Interior decoration
CROSS EXPERIENTAL MARKETING Lacoste cross experiental marketing joins ventures with other powerful brands to offer the best features of both worlds.
OBJECTIVES -Strengthen and establish Lacoste brand ethics and values -Establish an emotional and meaningful relationship with the consumer. -Resume the development of the brand’s creative process and growth.
Tesla wants to prove that electric vehicles can be better, faster and more fun to drive than gasoline cars. They believe that the people should stop relying on fossil fuels and move towards a zero-emission future. Tesla are known for their clean transport and celan energy production.
Their core values are: -A clean start -Built around the driver -Committed to electric -Sparking the evolution
SOPHISTICATION ELEGANCE CLEAN DIGITALISATION PREMIUM UNIQUE
-THE IDEA-
An exclusive capsule collection combining fashion and automobile. The collection will be about luxury leather briefcases, showcasing the idea of elegance and sophistication, transmitting the idea of traveling and movement. The quality and style of Tesla finest cars will be broadcast within the fashion world. The money obtained will go to “The Tesla Foundation� charity. This charity educated workforce to adapt to the hyper-connected virtual and robotic labor force. Their mission is to move at the pace of technology with science, creativity, value, integrity, trust and urgency. It will be launch on the 1st of December, a way to boost Christmas sales.
-THE EVENT-
The partnership between Lacoste and Tesla for this event is conceived of as an alliance based on the sharing of interests and reciprocal benefits. -Lacoste will be presented in the automobile and technology -Tesla will be presented within the fashion world
-THE VENUE-
It will be held in Lacoste store in New York, Park avenue, so that the key clients can buy during the event.
-TO WHOM ARE WE TALKING-
-THE LOYAL-
-THE BUSINESSMAN-
Men in the mid 40’s. They feel connected with brands that satisfy their social aspirations, providing a sense belonging to a certain elite.
Middle-aged men who are successful leaders in their chosen careers.
-THE PASSIONATE-
-THE SOPHISTICATED-
Independent men and women who are stimulated by sport, adventure and innovation. Passionate feelings.
Mid 50’s values the taste of luxuty but not to show off. Values quality and experiences. Classic yet modern.
-WHAT DO THEY LIKE-
SHARING LUXURY WITHIN THEIR CIRCLES
HIGH QUALITY
NEW EXPERIENCES & MEMORIES
THE APPRECIATION OF LIFE
-INSPIRATION FOR THE COLLECTION-
-BRANDS DOING SIMILAR COLLABORATIONS-
Creative director of Calvin Klein created the new countryman model, dark and stealthy looking 2010.
Nissan India partnered with Benetton company to create the “Nissan Micra Fashion Edition�.
Ralph Lauren collaborated with Bugatti, Porsche, McLaren and Ferrari in the 2017 autumn fashion show.
-EVENT PRODUCTION-
PHOTOCALL
WELCOME DRINK
SPEECH DESIGNERS
COLLECTION EXHIBITION
APPETIZERS
MUSIC
CONSUMER ENGAGEMENT ACTIVITIES The following consumer engagement actions are created to approach the client to the different brand territories of the brand. OBJECTIVES -Increase engagement within the clients and the brand. -Present Lacoste as an elegant, individual and premium brand that aims to successful, proactive and sophisticated individuals. -Appeal to Lacoste target and beyond, creating desirability for the brand.
BRAND LACOSTE
UNCONVENCTIONAL CHIC
COMMUNICATION PLATFORM
The highest need
Leissure experiences
Key Drivers
Elegance, individuality and innovation
Key Emotional Benefit
Enhancing through life, movement and joy, making feel part of unique eexperiences
Brand Role
Awakening the sense of leissure, fun and optimism
Comm. Plat. Statement
LIVE YOUR DREAM Its about achieving your dreams in life
LIVE YOUR DREAM
Innovation l MOBILE l Be fast or be last l App
Elegance l LUXURY SPORT RESSROT GUIDES l A great place to play. A great place to stay. l Travel guides
Individuality l LEISURE l Road to glory l Pop-up trucks
-BE FAST OR BE LAST-
Lacoste will launch a AR shopping experience app, which will combine 3D product scanning and augmented reality to create a unique shopping experience. This app will use in-store clothing to create interactive 3D products models of the entire LCST range. This will offer retailers a new way of delivering digital experience in the real world. The app will provide shoppers an easy way of checking the new collection range without leaving their home. The app will be updated to include new products, enabling to build a long term relationship with user through their phones. This is perfect for young target audience.
-A GREAT PLACE TO PLAY. A GREAT PLACE TO STAY.-
Lacoste will create guides based on ‘Luxury sports resorts’. As we know that their target is mainly into golf and tennis Lacoste will choose the best locations around the world for practicing those sports, including resorts. The resorts and places will be updated each 2 months. An online version will also be available, the first 5 pages will be free and if you want to continue reading you will have to pay 5€. The physical guides will cost 10€ and will be sold in every store.
Y. PLA TO Y.ACE TO STA L P T ACE REA -A G EAT PL R AG
-ROAD TO GLORY-
Lacoste has made a place in the travel retail business and now intends to become a key player in the field through the development of its retail solutions. The travel truck is an eye-catching moving store delivering new experiences. It’s the perfect opening to engage with a shopper. It provides a brand experience, demonstrating that Lacoste blends style and function. The truck will be moving through New York city, offering a cool photoshoot inside and Lacoste products.
SPONSORING & PRODUCT PLACEMENT The following sponsoring and product placement actions are made to promote the brand in different ways but always remaining true to the brand’s values and territory. OBJECTIVES -Spread the brand awarenes -Present Totême as a luxury brand by associating with the most reputed luxury brands and celebrities . -Promote the brand’s ethical values.
-PRODUCT PLACEMENTArmand de Brignac will offer the champagnes for the events. Each bottle is finish with a unique dosage of the finest base wine of the harvest. It brings the freshest portions of the French Oak. This champagne is known for their intense selectivity and meticulous attention to detail
-MAIN SPONSOR-
-TECHNICAL SPONSOR-
Obsess is a Virtual Reality shopping platform for fashion. Their mission is to offer beautiful, immersive, interactive shopping experiences using Virtual Reality as a medium, instead of the utilitarian web and mobile e-commerce user interfaces.
Samsung is the global leader in enterprise mobility and information technology. It offers enterprise products and services to their customers to help them realize their digital business.
Obsess will enable Lacoste to take advantage of VR technology to create next generation customer experiences, mixing communication 3.0 with marketing 4.0.
Samsung is continually creating technology development to give their customers a world of innovation and wonder.
Obsess will be in charge of everything.
Samsung will be very effective for Lacoste in terms of the technical part.
-COMERCIAL SPONSOR-
Ultra Events & Staffing NYC is an events company which offers a full-service in all phases of the service industry, from the staff to the event production. They are specialize to brining ideas to reality, creating incredible experiences and being able to brand stories through their events. This company will help Lacoste to create a memorable experience and style to their event.
PING (an American manufacturer of golf equipment) will be an important commercial sponsor, following the values of Lacoste and supporting the events.
THE TEAM For being able to develop a proper strategy we need a team. The following page showcases the team behind it.
Worldwide communication director
1. WW Events Director
2. WW Media Director
3. WW PR Director
4. WW Digital Director
5. WW Retail Director
1. WW Events Director
WW Creative Director
WW Art Director
WW Producer
WW Planning Director
2. WW Media Director
WW Press Director
WW Ad Director
WW Showrrom Director
WW External Relations Director
3. WW PR Director
Data Director
Protocolo
Art Director
4. WW Digital Director
Marketing Innocation Director
Strategic Planning Director
Creative/art Director
Content Director
Copywriting Director
5. WW Retail Director
Strategic Planning Director
Merchandasing/visual Director
Experiential Marketing Director
Customer Relationship Manager Director
YEAR CHRONOGRAM For being able to develop a proper strategy we need a team. The following page showcases the team behind it.
PR PLAN
BRAND AMBASSADORS
SEPTEMBER
Contact and negotitate
OCTOBER
DIRECT MARKETING -Selecting topics -Sending 1 email a month
VIPS
PRESS FEATURES
Contact and negotitate
Contact and negotitate
Invitation for charity event
Invitation for charity event
Invitation for charity event
JANUARY
Thank you card for charity event
Thank you card for charity Thank you card for charity event event
FEBRUARY
Invitation for fabulous event
Invitation for fabulous event Invitation for fabulous event
Thank you cards Fabulous event
Thank you cards Fabulous Thank you cards Fabulous event event
Invitation Fashion Show
Invitation Fashion Show
NOVEMBER DECEMBER
MARCH APRIL MAY JUNE JULY AUGUST
Invitation Fashion Show
MEDIA PLAN
DC MAGAZINE
GQ MAGAZINE
SEPTEMBER
Contact and negotiate
Contact and negotiate
TOWN & COUNTRY Contact and negotiate
L’OFFICIEL HOMMES Contact and negotiate
OCTOBER NOVEMBER
Article designer
Especial story
DECEMBER JANUARY
Especial story about Rene Lacoste Charity event press release
Charity event press release
Charity event press release
Charity event press release
Article
Article
FEBRUARY MARCH
Especial story
APRIL MAY
Article fabulous event
Article fabulous event
JUNE JULY AUGUST
Article fabulous event Print and online event of the collection
Press release event Editorial capsule collection
Product features through editorial
MEDIA PLAN
VOGUE
SEPTEMBER
Contact and negotiate
OCTOBER
Article
NOVEMBER
THE WALL STREET JOURNAL Contact and negotiate
Especial story
DECEMBER JANUARY
Charity event press release
FEBRUARY
Story
MARCH
Charity event press release
Editorial
APRIL MAY
Article fabulous event
Article fabulous event
JUNE JULY AUGUST
Editorial Editorial
DIGITAL PLAN
CHARITY
Cross experiental marketing
SEPTEMBER
Select venue
SEPTEMBER
OCTOBER
Contact with event companies
OCTOBER
NOVEMBER
NOVEMBER
DECEMBER
DECEMBER
JANUARY
Celebration of the event
JANUARY
FEBRUARY
FEBRUARY
MARCH
MARCH
APRIL
APRIL
MAY
MAY
JUNE
JUNE
JULY
JULY
AUGUST
AUGUST
CHARITY
Contact with event companies
Celebration of the event
EVENTS
CHARITY
FABULOUS Select venue
FASHION SHOW
SEPTEMBER
Select venue
OCTOBER
Contact with event compa- Contact sponsors and ve- Thinking process nies nue agencies
NOVEMBER
Plan the show
DECEMBER JANUARY FEBRUARY
MAY
Look venue Select venue Buy local
Design the plan of the event Celebration of the event
Book flights and hotels
Contact sponsors and venue decorators
Hire the staff
MARCH APRIL
Select venue
OPENING STORE
Celebration of the event
2019 Design store plan
Venue decoration
Hire designers and decorators
Book flights and hotels
Design event and hire staff
Hire staff
Book flights and hotels
JUNE
Opening store
JULY
Model fittings
AUGUST
Finish last details
BUDGET The cost of the communication plan has to be explained.
42
35.712.300,00€
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Hamptons.com. (2017). Hamptons.com | Hamptons & North Fork of Long Island Insider’s Guide. [online] Available at: http://www.hamptons.com/ [Accessed 19 Dec. 2017]. Harper’s BAZAAR. (2017). 11 Trends You’ll Be Wearing in 2018. [online] Available at: http://www.harpersbazaar.com/fashion/trends/ g12176306/spring-2018-fashion-trends/ [Accessed 19 Dec. 2017]. Jennifer Neyt et Eugénie Trochu, t. (2017). Spring/Summer 2017 trends. [online] Vogue English. Available at: http://en.vogue.fr/fashion/ fashion-inspiration/diaporama/pe2017-spring-summer-2017-trends/37812 [Accessed 19 Dec. 2017]. Lacoste.com. (2017). The Lacoste group | LACOSTE. [online] Available at: https://www.lacoste.com/us/corporate-group.html [Accessed 19 Dec. 2017]. Lacoste.es. (2017). Polos, zapatillas y accesorios | Tienda Oficial Lacoste ®. [online] Available at: https://www.lacoste.es/ [Accessed 19 Dec. 2017]. NOWFASHION. (2017). Lacoste Ready To Wear Spring Summer 2018 Paris. [online] Available at: https://nowfashion.com/lacoste-readyto-wear-spring-summer-2018-paris-22998 [Accessed 19 Dec. 2017]. Online, C., Online, F., Cars, O., Show, N., Shigeta/Hypebeast, B. and Classic, C. (2017). 10 of the Best Cars by Fashion Designers. [online] Highsnobiety. Available at: https://www.highsnobiety.com/2017/01/26/fashion-cars/ [Accessed 19 Dec. 2017]. Reference (2017). The Best Tennis Players from the United States. [online] Ranker. Available at: https://www.ranker.com/list/famous-tennis-players-from-united-states/reference [Accessed 19 Dec. 2017]. Remsen, N. (2017). Lacoste Spring 2017 Ready-to-Wear Fashion Show. [online] Vogue. Available at: https://www.vogue.com/fashion-shows/spring-2017-ready-to-wear/lacoste [Accessed 19 Dec. 2017]. Robb Report Singapore. (2017). Five brilliant collaborations between car and fashion brands - Robb Report Singapore. [online] Available at: http://robbreport.com.sg/2017/04/07/collaborations-car-fashion-brands/ [Accessed 19 Dec. 2017]. visit, 1. (2017). 17 awesome tennis clubs that all serious players should visit. [online] Business Insider. Available at: http://www.businessinsider.com/best-tennis-clubs-in-the-us-2015-3 [Accessed 19 Dec. 2017]. Vogue.co.uk. (2017). Lacoste Spring/Summer 2018 Ready-To-Wear show report. [online] Available at: http://www.vogue.co.uk/shows/ spring-summer-2018-ready-to-wear/lacoste [Accessed 19 Dec. 2017].
INITIAL BRIEF