Communication Plan sabrina b . scholkowski
ba fashion marketing & communication ,
level 6 , 2016-2017
strategic communication project cw 3 , jaime romeu polo
table of
CONTENTS INTRODUCTION
04
CONSUMER TARGET
06
TRENDS
08
OBJECTIVES
16
LAUNCH- TEL AVIV
18
POSITION- MEXICO
22
CONSOLIDATE- USA & EUROPE
28
CONSUMER ENGAGEMENTS
36
SPONSORSHIPS
41
CHRONOGRAM 42 HUMAN TEAM
44
BUDGET
46
REFERENCES
48
05
s exy, d aring
& f rench
SAINT LAURENT Saint Laurent is a well known fashion house with roots in the 20th century,and has always been characterized for 3 things: being sexy, being daring, and most of all, french. It all dates back to Yves Saint Laurent and his iconic rebel ways.
It all dates back to Yves Saint Laurent and his iconic rebel ways. Nowadays, apart from those 3 characteristics, the brand is synonym of cool, to be part of the Saint Laurent universe, is to be part of the “in” crowd, the legion of understated cool kids who embrace their dark, daring, and sensual sides. 2016 brings great opportunities, as Anthony Vaccarello was appointed the new head of the creative design part of the company; therefore there’s no better time like this to innovate and evolve as one of the leading luxury fashion houses. Now, being for so long in the market, we can establish that we are a consolidated brand within certain locations, specifically in the European & American markets. With the emerging markets bringing power to strategic cities, instead of whole countries, comes an opportunity to expand the brand’s reach to other places where they were not previously present. We aim to include these 3 strategic stages in the communications plan we have prepared in order to: launch the brand in a new market, position where we are already present but not exactly where we want to be & consolidate in our mature markets.
06
Consumer
TARGETS In order to understand why it is a coherent and logical idea, we need to first understand our consumers and who are our targets, which we have found to be 2 different ones:
Primary Generation “Y”ves: The newer generation of consumers, the young elite, or Fashion Insiders, as well as industry participants working within the Fashion Sphere with an edgy attitude and who actually like and appreciate the brand’s style. Individuals who are loyal to the brand through family heirlooms of a previous generation of SL users, who are more in touch with the sophistication and daring style of the new Saint Laurent and who have followed the brand renewal.
Secondary Aspiring Parisians: The audience that wishes to be a part of the Parisian world, and experience first hand the exclusivity of a French heritage brand, along with the status that it conveys. Those who wish to express a certain position by attaining luxury items.
Generation “Y”VES
09
01
luxury TRENDS
06
see now, buy now 04
millenial shopping
02
back to the roots
05
globe trotter
03
henry’s men target
06
food for soul
1
See now, Buy now
The Fashion Industry is modifying the system itself, besides turning towards technologyand digital, a new trend has emerged: shoppable ready to wear runways (or as the better known term, Direct-to-stores). The idea, is to have instant seasons, meaning what is on the shows, is in the stores, there’s no time lapse. Many fashion brands have brought the concept to life in their own way, Burberry for example has led this revolution for some time now, it started with the direct streaming through snapchat for the AW 16 earlier this year, and now introduced see now buy now for SS17; Tom Ford went a step further, having sold the collection to buyers before unveiling it in the runway, and immediately after, making it available in retail locations.
2
Back to the Roots
Brands have realized that going back to their roots is as important as being innovative in terms of originality and consolidation within the market, and the idea of also bringing back logo-mania to reaffirm brand awareness is also somewhat appealing to status seeking or statement making costumers. In terms of originality, it is referred to the brand itself, no 2 brands are alike, so in returning to their origins or basic ideas, they become different from within. It’s this special kind of “classy kitsch” that attracts attention and is the craze of the season, brands such as Dior have merged their identity even with feminist statements, Vetements has made kitsch “fashionable”, and Gucci has paired up with artists to create a capsule collection with the classic GG monogram.
3
henry’s, Men target
(High-Earners-Not-Yet-Rich) with economic gaps and crisis, a new level of distinction has emerged, HENRY’s, and brands have recently started targeting this class as consumers with powerful buying potential, more specifically, brands are starting to focus on the men sector. They now make up 40% of the luxury fashion business, and it comes to no surprise that brands like Dior have decided to open their own menswear flagship store in Paris and , brand Gosha Rubchinskiy has risen to stardom, and more fashion brands with focus on the male gender have emerged in recent times.
4
Millenial Shopping
Turning digital or embracing technology continues to be at the top of the list for most fashion brands, it is imperative that they embrace digital marketing and adapt technology not only into their retail spaces but to embed it in their brand communication as well, in order to addres targets such as “Millenials”. Barneys recently implemented something called Like2Buy, using instagram as a direct link for their e-commerce platform where consumers not only engage with the brand but new market segments are targeted, specifically millenials. Louboutin is another brand that has effectively embraced digital marketing, they created for the UK market a #LouboutinWorld within their website, and invite consumers to post their pictures wearing the products, inspiration with the products, or anything that involved the Louboutin world on instagram using hashtags such as #somethingrouge #louboutincharme, #louboutincharme.
5
Globe Trotter
Brands have to engage with the consumers with the right message, an they have to understand the cultural differences to be able to communicate accurately. Brands need to be able to target these specific consumers individually adapting to certain norms, yet still respecting their own brand codes. Some brands manage to do this in a successful manner, such as DKNY for example with their Ramadan Collection for middle eastern markets, and Tiffany & Co while bringing the brand and engaging with Chinese consumers to the growing working woman market, by releasing an online campaign, which was launched through Chinese websites similar to YouTube. And then there are the unsuccessful brands campaigns like Dolce & Gabbana’s recent attempt to engage muslim consumers while not respecting or even knowing certain culture codes.
6
Food for Soul Crowdsourced Philanthropy is something that is taking the world by storm, not only is it present in the fashion industry, brands are joining together for better causes, throwing gala fundraising events for charity, creating special edition items in which proceedings go to a specific giving association, and platforms such as Kickstarter have risen in success. A luxury online retailer called Livoos, a luxury lifestyle e-commerce platform that donates 50 per cent of its revenue to charitable causes. People are joining together to help others to fulfill their dreams, create breakthrough technologies and start brands. This has a lot to do with this generation’s need for “Emotion”, we can see it in other sectors as well, specifically marketing: people want to feel something, they want to be compelled to buy a product for the way it makes them feel, not necessarily what they offer.
to sell more. to target new consumers. to expand our reach. to communicate the brand’s vision accurately.
aims &
OBJECTIVES
LAUNCH In Israel (Tel Aviv), a country within the Middle East in which the brand is not present yet, but could be a potentially great market to infiltrate, since the country has a strong growing economic power, has cultural links to France since many residents have roots there, and has booming fashion potential due to its young population.
POSITION The house has a rather long standing agreement and recent presence within the latam market, specifically in Mexico, where they have partnered with Retail House “El Palacio de Hierro� for some time now, to bring their products to the country, and have also opened a couple of boutiques within their retail spaces. Since they are already present within the market, it is the perfect opportunity to position themselves in the desired market and improve brand visibility and communication.
CONSOLIDATE Saint Laurent is an International brand, with strong presence in the European and North American market. It is imperative that the brand embraces new market segments and finds a way to not only adapt to the technological and digital advances, but to communicate accurately and create a better brand experience to engage these consumers in order to continue to be one of the top fashion brands in the world whilst keeping their brand values and identity intact.
17
18
Te l - A v i v LAUNCH
Cross-Experiential
MARKETING Media Relations Men’s Digital Saint Laurent store in Israel + women’s accessories area & Opening Party Location : kikar hamedina march 2018 Opening party with International Media, Special Clients, Ambassador, Influencer and VIPs. Technical sponsor Bang & Olufsen since they’re the Technology Provider for digital aspect of the store.
Magazines 1. Madame Figaro: Speical Story- Interview 2. Fashion Forward (Keshet) Publicity. Advertising. 3. Harper’s Bazaar Special Story- coverage of opening.
Media Relations Blogs A) Negin Mirsalehi B) Bryanboy C) Fashion Beans D) The Sartorialist E) Roza Sinaysky (@moodyroza) F) Nastya Lisansky
A
Ambassador
B
korin abraham“Ya Salam� fashion blog
E C
What we offer for her:
F
Custom made outfit for Store Opening. Special one-of-a-kind clothing item. Clothes allowance for blog. Stipend.
What we ask for
1.
D
2. 3.
Store Opening attendance + future Events in Region. Credits to clothes/accessories on social media + promotion. Photographs wearing brand clothes/ visiting shops.
22
Mexico City PO S ITION
Fabulous EVENT Media Relations Non-Profit Fashion Museum by El Palacio de Hierro, Carlos Slim & YSL Foundation Location : chapultepec castle december 2017 Supported by Kering, with CharityGala “Experiences” Auction for the Opening. Commercial Sponsor: Maestro Dobel Tequila.
Magazines 1. Hola! - (Main) Socialite Event Coverage 2. Reforma (Moda) - (S.S) Event Coverage. 3. L’Officiel Mexico - (S.S) Behind the scenes interview. - Advertorial. 4. Elle Mexico (S.S) Exclusive story. -Advertising. 5. Time Magazine (S.S) Interview with Kering about Museum & opening.
Media Relations Blogs A) Blankitinerary B) vogue.com (Media & also Influencers) C) ItGirl Mx D) ourfashiondiary.me (Chantal Torres) E) The Blonde Salad
25
1.
A
2.
C
4.
B
3.
D
5.
E
26
Ambassadors Ximena Navarrete & Juan carlos Valladares(wedding in April 2017)
opinion
leader
Sara Galindo
What we offer for him:
Custom made Wedding tuxedo. dsaf
for her:
both:
Custom made dress for Charity Gala. Special one-of-a-kind wedding shoes.
Clothes allowance Stipend.
What we ask for
Charity Gala attendance + future Events in Region. Shoes + Tuxedo credits in wedding exclusives. Mention brand in media. Photographs wearing brand clothes/visiting shops.
29
Europe &
North America
CO NS O LIDA T E
Media Relations International Fashion School Film Contest by Kering
New Service in-store & App
Short Saint Laurent Film by Vaccarello.
Location :
Location :
Location :
nternational.
may-august 2017 A film/advertisement spot empowering women through clothes & brand codes. Finalists displayed as previews in Cannes. Later on Brand website & instagram.
Winner announced on vogue.com (S.S) Interview exclusive.
in europe stores.
brand website.
september 2017
march 2017
Ultimate personalization. See in-store, purchase, track & receive; safe, and without hassle. Secret Saint Laurent app with: profile, shipping status, Client info and Virtual Members’ Card. Partnered with Orange to deliver ultimate personalization & create an international community.
His take on the brand, what is coming, back to Brand roots. Filmed by Rory van Millingen.
Magazines 1. Time Magazine - (S.S) Interview w. Francesca Belletini 2. Wired Magazine - (S.S) App & Service Exclusive. 3. W Magazine - Advertising 4. T Magazine - (S.S) Where is Yves... exclusive 5. V Magazine Advertising & Main Story. 6. Vogue US, Vogue Spain & Vogue UK - Advertising (Film contest). - Advertising. - Advertorial (UK). 7. L’Officiel Paris - (S.S) “Desire” Pop Up. - Advertorial.
8. CR Book - (S.S) Interview w. Vaccarello. -. 9. Self Service - Main Story
TV FashionTV spot
Blogs A) fashionista.com - Film Contest. B) vogue.com - Contest Winnter C) businessoffashion.com D) highsnobiety.com (both) - Saint Laurent by Vaccarello. - Film Contest.
1.
4.
A 2. 3.
5.
B
6.
7.
D
C 8. 9.
33
Ambassador
Ambassador Adam Levine Maroon 5 Lead Singer
What we offer for him:
Custom made leather jacket. Custom made tuxedo for Met Gala & Music Awards Shows. Special one-of-a-kind booties. Stipend. Event Travel Expenses.
Emily Ratajkowski Actress & Model
What we offer for her:
Fund for Charity of her choice in her name. one-of-a-kind dress for Met Ball. Clothes allowance. Travel Expenses for Events.
What we ask for What we ask for
Event & Fashion Show attendance. Tuxedo credits at Gala & wear jacket at a couple of concerts or on The Voice= visibility. Mention brand in media. Photographs wearing brand clothes/visiting shops.
Adam Levine is what Saint Laurent represents: rocker, bad-ass, daring and dark attitude with a sexy, young look. What women want, and what men would like to look like, a role model for style. He represents the Saint Laurent man, and has the perfect influence power as an ambassador as the Lead Singer for Maroon 5.
Events & Fashion Show attendance. Dress Credits at Met Ball. Mention brand in media and interviews. Photographs wearing brand clothes/ visiting shops.
Emily Ratajkowski embodies what the brand is looking to represent as Anthony Vaccarello is head of the design department for the brand. She is the epitemy of sexy, she is young, she has an appealing and mysterious beauty, she’s cool and collected and is also both an actress & model which gives the coverage we look for in an Ambassador.
34
opinion
leader
Carine Roitfeld
influencer Chiara Ferragni
consumer ENGAGEMENT
“La Vie en Noire” in the know
Where is Yves? - Large scale “Desire” Bar - Small scale
36
a la francaise
Taste of Pleasure - Medium scale
aims:
to sell more. to target new consumers. to excite/surprise. to reinforce previous strategies.
1
Where is Yves?
Scavenger hunt kind of game with augmented reality only during AW 18 Fashion Weeks: NY, Paris*, London, Milan. Basically: Find Saint Laurent products scattered at strategic city locations. Goal is to Find Yves, winner in each city receive collection item; in Paris it will be one week before, prize is ticket to Saint Laurent Fashion Show + afterparty. Where will be advertised? Viral Social Media Campaign. Brand Facebook & Instagram.
2
Anything you“Desire” Bar Speakeasy pop up bar. Password required to enter, no pictures, no phones. “Let your fantasies come true”. Waitresses/Waiters dressed in Saint Laurent. Cocktails related to brand. Where? Paris . When? 2 weekends in June 2017. How will it be advertised? Through mysterious teasers on social media, VIP clients, people In-the-know, industry insiders.
3
Taste of Pleasure
FIAC Paris
Saint Laurent macaron cart: la duree limited edition black, white and marble macarons & selling special edition bags. Where? Mexico City & Tel Aviv. When? November 2017. How will it be advertised? Viral Social Media Campaign. Brand Facebook & Instagram.
Sponsorship
Foire Internationale d’Art Contemporain. We will be part of the main sponsors which includes: VIP Lounge decorated according to our brand: marble, minimal, black. As well as entrance banners with brand-inspired art.
2018
2017
Annual Chronogram
The Team SABRINA SC HOLKOWSKI GLOBAL ACCO UNT DIRECTOR
REGIONAL ACCOUNT DIRE CTOR
LATAM
ME & GCC
ACCOUNT DIRECTOR
EUROPE
NORTH AMERICA
STRATEGIC COMMUNICATION DIRECTOR
EXECUTIVE TEAM
EXECUTIVE TEAM
EXECUTIVE TEAM
EXECUTIVE TEAM
PR DIRECTOR
PR DIRECTOR
PR DIRECTOR
PR DIRECTOR
CREATIVE AND ART DIRECTORS
CREATIVE AND ART DIRECTORS
CREATIVE AND ART DIRECTORS
CREATIVE AND ART DIRECTORS
budget ALLOCATION AA MBASSADORS MBASSADORS
CCHARITY HARITYEEVENT VENTG GALA ALA
“D “DESIRE ESIRE”” P POP OP-U -UPP BAR
FIAC P PARIS ARIS
IINFLUENCERS NFLUENCERS& & O OPINION PINIONLLEADERS EADERS
M MACARON ACARONCC ART ART
STORE STOREOO PENING PENING
GENERAL GENERAL
TOTAL TOTAL
ADVERTISING ADVERTISING
€1,000 €1,000/ /MEDIA MEDIA
€10,000.00 €10,000.00
€100,000.00 €100,000.00
€50,000.00 €50,000.00
€20,000.00 €20,000.00
€50,000.00 €50,000.00
€200,000.00 €200,000.00
€500,000.00 €500,000.00
€950,000.00 €950,000.00
ACCOMMODATION ACCOMMODATION&&TRAVEL TRAVEL
€14,000.00 €14,000.00
€200.00 €200.00
€0.00 €0.00
€0.00 €0.00
€2,000.00 €2,000.00
€0.00 €0.00
€600.00 €600.00
€0.00 €0.00
€16,800.00 €16,800.00
AMBASSADOR AMBASSADORALLOWANCE ALLOWANCE
€15,000 €15,000/ /year year
DDRESS RESS
€0.00 €0.00
€0.00 €0.00
3- 44 PRODUCTS PRODUCTS//YEAR YEAR 3-
€0.00 €0.00
LOTHINGPP ROVIDED CC LOTHING ROVIDED
CLOTHING PROVIDED CLOTHING PROVIDED
€75,000.00 €75,000.00
CATERING CATERING
€0.00 €0.00
€1,000.00 €1,000.00
€2,000.00 €2,000.00
€1,000.00 €1,000.00
€0.00 €0.00
€2,000.00 €2,000.00
€2,000.00 €2,000.00
€15,000.00 €15,000.00
COMMUNICATION COMMUNICATIONTOOLS TOOLS
€400.00 €400.00
€800.00 €800.00
€600.00 €600.00
€600.00 €600.00
€0.00 €0.00
€400.00 €400.00
€600.00 €600.00
€2,000.00 €2,000.00
€5,400.00 €5,400.00
COURIER COURIER
€2,000.00 €2,000.00
€400.00 €400.00
€200.00 €200.00
€300.00 €300.00
€2,000.00 €2,000.00
€400.00 €400.00
€600.00 €600.00
€2,000.00 €2,000.00
€7,900.00 €7,900.00
€2,000.00 €2,000.00
€2,000.00 €2,000.00
€2,500.00 €2,500.00
€0.00 €0.00
€1,500.00 €1,500.00
€1,500.00 €1,500.00
€10,000.00 €10,000.00
€19,500.00 €19,500.00
EVENT EVENTPLANNING PLANNING LOCATION LOCATIONCOSTS COSTS
€0.00 €0.00
€1,000€1,000-€3,000 €3,000
€1,000€1,000- €1,500 €1,500 / night
day €10,000 / day
€0.00 €0.00
€600/ /day day €600
€0.00 €0.00
€500,000.00 €500,000.00
€533,200.00 €533,200.00
SPONSORSHIP SPONSORSHIP
€0.00 €0.00
€0.00 €0.00
€0.00 €0.00
DAY €3,000 / DAY
€0.00 €0.00
€200/ DAY DAY €200/
€0.00 €0.00
€0.00 €0.00
€24,000.00 €24,000.00 €1,646,800.00 €1,646,800.00
online
unique users HIGHSNOBIETY.COM
2. 250. 000
THEBLONDESALAD.COM
800. 000 7.3
CHIARA FERRAGNI
48
FASHIONISTA.COM VOGUE.COM
(INTL)
MILLION INSTAGRAM
3. 860. 397 37.1
MILLION
BUSINESSOFFASHION.COM
3. 867. 184
BLANKITINERARY.COM
563. 370
554, 000
ITGIRL.MX
UNAVAILABLE
138. 000
CHANTAL TORRES
UNAVAILABLE
208. 000
FASHIONFORWARD.MAKO.CO.IL NEGINMIRSALEHI.COM BRYANBOY.COM FASHIONBEANS.COM THESARTORIALIST.COM
3.6
MILLION
490. 216 1.4
MILLION
1. 395. 222 ≈1
MILLION
3.5
MILLION INSTAGRAM
Print MEDIA CCIRCULATION IRCULATION
CCOST OST P PER ER P PAGE AGE
PPAGES AGES
TTOTAL OTAL
H HARPER ARPER’S ’S BBAZAAR AZAAR US US
1,112,242 1,112,242
€138,407.00 €138,407.00
44
€553,628.00 €553,628.00
W WIRED IRED M MAGAZINE AGAZINE
889,755 889,755
€134,577.00 €134,577.00
33
€403,731.00 €403,731.00
TT M MAGAZINE AGAZINE
N N//AA
€198,387.00 €198,387.00
55
€991,935.00 €991,935.00
VV M MAGAZINE AGAZINE
103,464 103,464
€55,946.00 €55,946.00
44
€223,784.00 €223,784.00
VVOGUE OGUE US US
37.1 37.1 MILLION MILLION
€173,090.00 €173,090.00
77
€1,211,630.00 €1,211,630.00
W WM MAGAZINE AGAZINE
3,867,184 3,867,184
€106,183.00 €106,183.00
55
€530,915.00 €530,915.00
TTIME IME M MAGAZINE AGAZINE
(US) (US) 16,414,000 16,414,000 ((EMEA EMEA)) 405,745 405,745
€216,651.00 €216,651.00
44
€866,604.00 €866,604.00
SSELF ELF SSERVICE ERVICE
N N//AA
€15,000.00 €15,000.00
33
€45,000.00 €45,000.00
VVOGUE OGUE UK UK
195,053 195,053
€28,020.00 €28,020.00
44
€112,080.00 €112,080.00
VVOGUE OGUE SSPAIN PAIN
78,340 78,340
€19,700.00 €19,700.00
55
€98,500.00 €98,500.00
L’O L’OFFICIEL FFICIEL P PARIS ARIS
135,000 135,000
€28,000.00 €28,000.00
66
€4,000.00 €4,000.00
33
PPRESS RESS D DAY AY
€180,000.00 €180,000.00
CR CR BBOOK OOK
N N//AA
≈≈ €15,000 €15,000
44
€60,000.00 €60,000.00
M MADAME ADAME FFIGARO IGARO
410,134 410,134
€35,000.00 €35,000.00
55
€175,000.00 €175,000.00
L’O L’OFFICIEL FFICIEL M MEXICO EXICO
35,000 35,000
€8,522.00 €8,522.00
44
€34,088.00 €34,088.00
H HOLA OLA!!
373,144 373,144
€13,012.00 €13,012.00
33
€39,036.00 €39,036.00
RREFORMA EFORMA
141,332 141,332
€6,875.00 €6,875.00
33
€20,625.00 €20,625.00
EELLE LLE M MEXICO EXICO
65,000 65,000
€5,875.00 €5,875.00
33
€17,625.00 €17,625.00
FFASHION ASHION TV* TV*
13,125,000 13,125,000
€75,000.00 €75,000.00
44
€300,000.00 €300,000.00
** per per 30 30 ””
120 120 ”” €5,864,181.00 €5,864,181.00
IINVESTMENT NVESTMENT
€1,646,800.00 €1,646,800.00
ROI ROI
3.56095518581491 3.56095518581491
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018
7/2
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