PROPOSAL BY
SETH MARK & LAUREN PITCAIRN FOR
P R O F E S S O R A L E S S A N D R O C A N N ATA FA S M 2 1 5 FA S H I O N A E S T H E T I C S & S T Y L E S AVA N N A H C O L L E G E O F A R T & D E S I G N SPRING QUARTER 2015
CONTENTS
EXECUTIVE SUMMARY
3
C O M PA N Y S U M M A R Y
4
4 6 7 8 10 11 12 15 16
HISTORY/TIMELINE M I S S I O N S TAT E M E N T CURRENT OWNERSHIP STRUCTURE S W O T A N A LY S I S FINANCIALS FUTURE GROWTH PLANS CURRENT POSITIONING C U R R E N T P L AC E M E N T CURRENT PROMOTION
M A R K E T A N A LY S I S 18 19
S I Z E / K E Y P L AY E R S C O M P E T I T I V E L A N D S C A P E A N A LY S I S
TA R G E T C O N S U M E R 20 21
20
D E M O G R A P H I C / L I F E S T Y L E S E G M E N TAT I O N CUSTOMER PROFILES
PROPOSED EXTENSION 22 24 26 32 33
18
22
BRAND AESTHETIC T E C H N O LO G Y E X P L A I N AT I O N PRODUCT LINE P L AC E M E N T S T R AT E G Y P R O M O T I O N S T R AT E G Y
CONCLUSION
35
1
EXECUTIVE SUMMARY
OUR BRAND EXTENSION OF FRENCH FASHION HOUSE, CÉLINE, IS INTENDED TO DECREASE THE GAP BETWEEN HIGH FASHION AND HIGH-TECH, AND TO IMPROVE THE LIFE OF THE USER. WEARABLE TECHNOLOGY PRODUCTS CURRENTLY ON THE MARKET TEND TO BE BULKY, ILL-DESIGNED, AND MADE FOR UTILITY INSTEAD OF FASHIONABILITY. EACH OF OUR PROPOSED PRODUCTS FOR THE BRAND EXTENSION MAKE AN EFFORT TO CONCEAL THE TECHNOLOGY AS MUCH AS POSSIBLE WHILE STILL RETAINING THE SAME LEVEL OF FUNCTIONALITY. WE HAVE INCORPORATED THE TECHNOLOGIES OF GOOGLE GLASS, FITBIT, AND APPLE WATCH TO ENHANCE CÉLINE PRODUCTS– MAKING THEM ACCESSIBLE TO THE MODERN CUSTOMER LOOKING FOR A PRODUCT THAT PROVIDES STYLE AND FUNCTIONAL USE.
3
COMPANY SUMMARY
HISTORY
1945
1950
1964
CÉLINE VIPIANA STARTED
WOMEN’S READY-TO-WEAR
LAUNCH OF THE
CÉLINE IN 1945 WITH HER
AND HANDBAGS WERE
FRAGRANCE
HUSBAND
INTRODUCED BY THE LATE
VENT FOU
1950s BY THE 1970s CELINE EMRGED
ORIGINALLY SOLD CHILDREN’S FOOTWEAR
CHIC STYLE STEMS FROM VIPIANA’S BELIEF THAT WOMEN DON’T NEED WHIMSICAL FASHION
4
AS AN INTERNATIONAL LUXURY BRAND
1987
1997
2008
BERNARD ARNAULT
MICHAEL KORS WAS THE FIRST
PHOEBE PHILO WAS
BOUGHT INTO CÉLINE’S
RTW DESIGNER & CREATIVE
APPOINTED CREATIVE DIRECTOR
CAPITAL
DIRECTOR IN 1997
AND BOARD MEMBER BY BERNARD ARNAULT
INTEGRATED INTO THE
KORS REPLACED CÉLINE
LVMH GROUP IN 1996 FOR
VIPIANA WHO HAD DESIGNED
$540 MILLION
SINCE 1945
LISTED IN TIME MAGAZINE’S 100 MOST INFLUENTIAL PEOPLE IN 2014
5
M I S S O N S TAT E M E N T
WHILE CÉLINE PROVIDES NO MISSION STATEMENT OF THEIR OWN, THEIR PARENT COMPANY LVMH MOËT HENNESSAY • LOUIS VUITTON S.E., COLLOQUIALLY LVMH, DOES PROVIDE A STATEMENT ON THEIR WEBSITE DESCRIBING THE IDENTITY OF THEIR SUBSIDIARY.
AT CÉLINE, BOTH INNOVATION AND TIMELESSNESS ARE PRIZED. TECHNOLOGICALLY ADVANCED FABRIC DEVELOPMENT AND A STRONG SILHOUETTE ARE OF PRIME IMPORTANCE. EXPERIMENTATION IS COMBINED WITH THE SOURCING OF PRECIOUS TRADITIONAL MATERIALS, INCREASINGLY RARE ARTISANAL TECHNIQUES AND HAND-CRAFTSMANSHIP. THE CLEAR AND SOPHISTICATED CÉLINE STYLE IS INSTANTLY RECOGNIZABLE.
6
CURRENT OWNERSHIP STRUCTURE
LVMH BERNARD ARNAULT – CEO
CÉLINE MARCO GOBBETTI – CEO P H O E B E P H I LO – C R E AT I V E D I R E C T O R S O P H I E B R O C AT – M A R K E T I N G D I R E C T O R ERIC LANGDON – MARKETING DIRECTOR A DA M A N D E R S – D I R E C T O R , A D M I N I S T R AT I O N D E L P H I N E A R N AU LT – D I R E C T O R , A D M I N I S T R AT I O N
7
BAG SALES
PRICE POINT ATTRACTS LIMITED AUDIENCE
EXISTING DISTRIBUTION
LACKS VARIETY OF PRODUCT
PHOEBE PHILO
FUTURE COMPETETORS
AGE/REPUTATION
FEW BRICK & MORAR STORES
CLASSIC DESIGN AESTHETIC
NO E-COMMERCE
INNOVATIVE/ FORWARD THINKING WEARABLES
S
W
O
T
POTENTIAL UNKNOWN GAPS IN BUSINESS
STRUGGLING ECONOMIES SUBSIDARIES OF LVMH
OPENING MORE RETAIL SPACE
FINANCIAL CAPACITY
EXTENDING E-COMMERCE
EXTERNAL RISK FACTORS
VENTURE CAPITAL
INCREASING LABOR COSTS
GLOBAL MARKETS
GROWING COMPETITION
STRENGTHS C É L I N E ’ S B A G S A L E S E N C O M PA S S A L A R G E P O R T I O N O F T H E I R P R O F I T D U E T O T H E I R AVA I L A B I L I T Y I N D E PA R T M E N T S T O R E S . T H E I R E X I S T I N G D I S T R I B U T I O N E V O K E S T H E E X C L U S I V I T Y T H E Y WA N T T O B E P E R C E I V E D F O R . C U R R E N T LY T H E I R S A L E S A R O U N D $ 4 4 0 M I L L I O N U S D , M A K I N G T H E M O N E O F T H E T O P E A R N I N G B R A N D S I N T H E I N D U S T R Y. C R E AT I V E D I R E C T O R P H O E B E P H I LO H A S GA R N E R E D A C U LT F O L LOW I N G OV E R H E R Y E A R S AT B O T H C É L I N E A N D C H LO É E A R L I E R I N H E R C A R E E R . C É L I N E I S A B R A N D T H AT H A S B E E N A R O U N D S I N C E 1 9 4 5 , M A K I N G T H E I R R E P U TAT I O N V E R Y P O S I T I V E , I N ADDITION TO THEIR CLEAN LINES AND CLASSIC DESIGN AESTHETIC.
8
WEAKNESSES C É L I N E ’ S W E A K N E S S E S R E L A T E T O T H E I R L A C K O F D I S T R I B U T I O N O P T I O N S . T H E Y H AV E U N D E R 1 0 0 B R I C K A N D M O R TA R S T O R E S A N D N O E - C O M M E R C E M A K I N G T H E M V E R Y I N AC C E S S I B L E T O A B R OA D E R A U D I E N C E . A N O T H E R W E A K N E S S T H AT M A K E S T H E M I N AC C E S S I B L E T O B R OA D E R A U D I E N C E S I S T H E P R I C E P O I N T O F C É L I N E . W H I L E I T M A K E S S E N S E F O R T H E I R TA R G E T M A R K E T, I T M A K E S T H E M T O O E X C L U S I V E F O R M O S T P E O P L E T O O W N . O P P O R T U N I T I E S C É L I N E M AY H AV E TO FIX SOME OF THESE WEAKNESSES IS TO MOVE INTO MORE E-COMMERCE AND EXTEND THE AVA I L A B L E P R O D U C T S I N T H E D E PA R T M E N T S T O R E S T H E Y A L R E A D Y S E L L I N .
OPPORTUNITIES CÉLINE’S OPPORTUNITIES ARE TO FILL THE HOLES IN DISTRIBUTION. THEY CAN DO THIS B Y E X PA N D I N G E - C O M M E R C E A N D O P E N I N G M O R E R E T A I L S PA C E . T H E Y A L S O H AV E T H E OPPORTUNITY TO GET AHEAD OF THEIR COMPETITORS BY BEING ONE OF THE FIRST LUXURY B R A N D S T O O F F E R A L I N E O F W E A R A B L E T E C H N O L O G Y. T H I S C O U L D O P E N T H E D O O R T O N E W C U S T O M E R S A N D M A R K E T S T H A T A R E T E C H S AV V Y A N D FA S H I O N C O N S C I O U S .
T H R E AT S C É L I N E ’ S M A J O R T H R E AT I S S T R U G G L I N G E C O N O M I E S . W H E N A E C O N O M I C C R I S I S C O M E S A B O U T I T E F F E C T S T H E E N T I R E FA S H I O N I N D U S T R Y. P E O P L E C A N N O T A F F O R D A S M A N Y LUXURIES AND WILL ABANDON BRANDS THEY ONCE WERE ABLE TO AFFORD FOR LOWER PRICE P O I N T S . A N O T H E R T H R E A T I S C O M P E T I T I O N W I T H I N LV M H , T H E O T H E R S U B S I D I A R I E S O F LV M H P O S E A D I R E C T T H R E AT T O C É L I N E . T H E I N C R E A S I N G L A B O R C O S T S A L S O E F F E C T C É L I N E . A S L A B O R L AW S B E C O M E M O R E S T R I C T , A N D FA C T O R I E S A R E F O R C E D T O PAY T H E I R W O R K E R S A H I G H E R WA G E , T H E C O S T O F M A N U FA C T U R I N G G O E S U P. T H I S D I R E C T LY C A U S E S C É L I N E T O R A I S E T H E I R P R I C E S P O T E N T I A L LY A L I E N A T I N G C L I E N T S .
9
T O TA L A N N U A L I N C O M E
DUNN & BRADSTREET INC.,2015
10
FUTURE GROWTH PLANS
“OUR PROJECT HAS BEEN ABOUT BUILDING A HOUSE MORE THAN A BRAND,” SAYS MARCO GOBBETTI; AND DESPITE CÉLINE’S RAPID SUCCESS, HE EMPHASIZES THAT HIS GOAL IS NOT TO GROW TOO QUICKLY SAYING, “WE WANT TO BE SPECIALIZED: WE ONLY DO FOUR CATEGORIES OR PRODUCTS: READY-TO-WEAR, SHOES, BAGS, AND JEWELRY.”SINCE THEIR ARRIVAL, PHILO AND GOBBETTI HAVE CLOSED MORE STORES THAN THEY’VE OPENED, GOING FROM 115 IN 2008 TO 94 TODAY. GOBBETTI SEES THE UNITED STATES AS FERTILE SOIL FOR THE BRAND (MURPHY, 2015).
11
CURRENT MARKET POSITION
12
THE FOLLOWING BRANDS REPRESENT COMPETITION WITHIN
LV M H
(SIMILAR PRICES/PRODUCTS).
LOUIS VUITTON
KERING,
A N O T H E R L A R G E FA S H I O N C O N G L O M E R A T E WITH SIMILAR PRODUCT OPTIONS AND PRICE POINTS T H A T T H R E A T E N B O T H CÉLINE A N D I T S P A R E N T C O M P A N Y, L V M H .
P R I VAT E LY OW N E D
& O T H E R B R A N D S T H AT P R E S E N T T H R E AT S W I T H T H E I R S I M I L A R P R I C E P O I N T S & P R O D U C T OPTIONS.
13
C U R R E N T P L AC E M E N T
CURRENTLY CÉLINE IS ONLY AVAILABLE AT CÉLINE BOUTIQUES AND SELECT DEPARTMENT STORES. THESE DEPARTMENT STORES INCLUDE BERGDORF GOODMAN, BARNEY’S, NEIMAN MARCUS, SAKS FIFTH AVENUE, AND NORDSTROM. FOR THE MOST PART THESE DEPARTMENT STORES ONLY CARY THE HANDBAGS AND SUNGLASSES, WITH LARGER AND FLAGSHIP STORES SELLING WIDER VARIETY OF CÉLINE PRODUCTS. THEY WANT ACCESS TO THE BRAND TO REMAIN LIMITED, HENCE THE LACK OF E-COMMERCE.
15
C U R R E N T P R O M O T I O N A L AC T I V I T Y
CÉLINE’S CURRENT PROMOTIONAL ACTIVITIES ARE FEW, WHICH IS IN LINE WITH HOW IT IS RUN AS A BUSINESS. THEIR ONLY ADVERTISING IS IN MAGAZINES AND THROUGH THEIR WEBSITE. CURRENTLY CÉLINE HAS NO SOCIAL MEDIA ACCOUNTS DIRECTLY RELATED AND SPONSORED BY THE BRAND. MUCH OF THEIR PROMOTION HAS COME FROM STREET STYLE BLOGGERS AND PINTEREST, WHICH IS CUSTOMER PROMOTION AND NOT ASSOCIATED WITH THE COMPANY.
16
MARKET ANALYSIS
CURRENT MARKET SIZE
THE CURRENT MARKET SIZE OF WEARABLE TECHNOLOGY IS RATHER SMALL. WITH BRANDS LIKE FITBIT AND GOOGLE GLASS THEY HAVE THE UNIQUE ADVANTAGE OF THERE NOT BEING ANY REAL COMPETITION OR COMPARABLE PRODUCTS. APPLE WATCH HAS COMPETITION FROM MOTOROLA AND SAMSUNG, WHICH ARE ESSENTIALLY THE SAME PRODUCT AT A LOWER PRICE POINT. AS FAR AS FASHION BRANDS AND WEARABLE TECHNOLOGIES, TORY BURCH IS THE ONLY BRAND WHO CURRENTLY WORKS WITH A WEARABLE TECHNOLOGY COMPANY, FITBIT. PREVIOUSLY DIANE VON FURSTENBERG WORKED WITH GOOGLE GLASS DESIGNING A SERIES OF GLASSES. OTHER THAN THESE TWO COLLABORATIONS THERE ARE NO FASHION BRANDS CURRENTLY DOING WEARABLE TECHNOLOGY.
ACCORDING TO A FORBES ARTICLE BY DAN MUNRO, WEARABLE TECHNOLOGY IS THE “NEXT BIG THING” FORECASTING THAT THE MARKET WITH RISE FROM ABOUT $3–$5 BILLION TODAY, TO $50 BILLION IN THE NEXT FIVE YEARS. HE PREDICTS WEARABLE TECHNOLOGY IS NO LONGER FOR ONLY ACTIVE PEOPLE, BUT RATHER FOR EVERYDAY USE AND EVEN IN THE HEALTHCARE INDUSTRY (MUNRO, 2013).
18
POPULAR BRANDS WITH CURRENT WEARABLE TECHNOLOGY ORGANIZED BY PRICE AND CONCEALMENT OF TECHNOLOGY
19
TARGET CONSUMER
TA R G E T C U S T O M E R
D E M O G R A P H I C A N A LY S I S • W O M E N A G E S 2 5 - 6 0 W I T H A N AV E R A G E A G E O F 4 2 Y E A R S O L D , P L A C I N G T H E C É L I N E C U S T O M E R I N T H E B A B Y B O O M E R , G E N X , A N D M I L L E N N I A L G E N E R AT I O N S . • THE MEDIAN HOUSEHOLD INCOME OF THE CÉLINE CUSTOMER IS $100,000 USD PER YEAR. • THE CÉLINE CUSTOMERS ARE A MIX OF SINGLE AND MARRIED WOMEN. • THE UPPER CLASS AND UPPER-MIDDLE CLASS ARE THE MAIN SOCIAL CLASSES OF THE CÉLINE CUSTOMER. • MOST CÉLINE CUSTOMERS ARE HOMEOWNERS. • C É L I N E C U S T O M E R S T E N D T O B E H I G H LY E D U C A T E D I N D I V I D U A L S W H O C O M P L E T E D A B AC H E LO R S D E G R E E O R H I G H E R .
P S Y C H O G R A P H I C A N A LY S I S AC C O R D I N G T O T H E V A L S P R O F I L E , T H E C É L I N E C U S T O M E R I S C L A S S I F I E D A S A N I N N O V A T O R W H O I S S U C C E S S F U L , S O P H I S T I C AT E D, A N D E N J OY S P U R S U I N G A L U X U R Y L I F E S T Y L E . T H E Y A R E T O P E A R N E R S A N D H AV E A N A B U N D A N C E O F R E S O U R C E S A T T H E I R D I S P O S A L , A N D C O N S I D E R T H E I R P E R C E I V E D I M A G E A S A WAY O F O U T WA R D LY E X P R E S S I N G T H E I R C H A R A C T E R . T H E C É L I N E C U S T O M E R VA L U E S S H O P P I N G I N U P S C A L E R E T A I L E R S , L U X U R I O U S VA C A T I O N S , P R O C U R I N G H I G H VA L U E P R O P E R T Y, A N D E X P E N S I V E C A R S . T H E Y VA L U E B E I N G P E R C E I V E D A S E L E G A N T A N D FA S H I O N A B L E , B U T A R E N O T T Y P I C A L LY O N E S T O F O L L O W T H E N E W E S T T R E N D S . T H E Y A L S O L I K E T O P E R C E I V E D A S O N E W H O W O R K S H A R D T O E A R N T H E L U X U R I E S T H E Y A F F O R D.
20
T H E TA R G E T C U S T O M E R O F C É L I N E I S A WO M A N W H O I D E N T I F I E S H E R S E L F A S C É L I N E D O E S , M I N I M A L I S T, M O D E R N , E L E G A N T, A N D C H I C . T H E G OA L O F C É L I N E I S T O P R O V I D E T H E C U S T O M E R W I T H P R O D U C T S T H AT W I L L B E P E R C E I V E D A S C H I C F O R Y E A R S T O C O M E . T H E C U S T O M E R VA L U E S Q U A L I T Y A N D R E C O G N I Z E S T H E A R T I N FA S H I O N . W H E N Q U E S T I O N E D A B O U T H E R W O R K AT C É L I N E P H O E B E P H I L O S A I D, “ I F I N D M E D I O C R I T Y H A R D. I F I N D T H A T W H O L E A R E A D I F F I C U L T. I ’ M A V E R Y PA S S I O N A T E P E R S O N , I C A R E V E R Y M U C H A B O U T W H A T I D O. I B E L I E V E I G I V E I T A L O T , S O I T ’ S G O T T A B E G O O D , O T H E R W I S E W H A T ’ S T H E P O I N T ? ” T H I S I S R E F L E C T I V E O F W H O C É L I N E WA N T S T O S E L L T O , PA S S I O N A T E P E O P L E .
CUSTOMER PROFILES
M O L LY
ALLEGRA
26
50
FA S H I O N P R
FA S H I O N E D I T O R
NEW YORK CITY
MILAN
SINGLE
MARRIED
RENTS
OWNS MULTIPLE HOMES
AESTHETIC IS CLASSIC/CLEAN LINES
AESTHETIC IS ECLECTIC
T R AV E L S S E M I F R E Q U E N T LY
T R AV E L S V E R Y F R E Q U E N T LY
$100K USD PER YEAR
$1.2 M USD PER YEAR
21
PROPOSED EXTENSION
BRAND AESTHETIC
PRODUCT
CÉLINE PRODUCTS TEND TO REMAIN CONSISTENT IN SHAPE AND LINE. M AT E R I A L S R A N G E F R O M C R O C L E AT H E R T O U N C O N V E N T I O N A L PA T T E R N S .
PROPERTY
L I G H T P L AY S A H U G E R O L E I N C É L I N E S T O R E S . S O U R C E S R E M A I N I N C O N S P I C U O U S A N D G I V E S T H E I L L U S I O N O F B E I N G N A T U R A L . M I N I M A L I N T E R I O R S I N C L U D I N G S H E LV E S A N D F I X T U R E S R E I T E R AT E T H E B R A N D ’ S D E D I C AT I O N T O A M I N I M A L A E S T H E T I C .
22
PEOPLE
C É L I N E C R E AT I V E D I R E C T O R , P H O E B E P H I L O, EMBODIES THE AESTHETIC OF THE CÉLINE CONSUMER. HER STYLE IS EFFORTLESS CHIC WITH CLEAN, BOLD LINES AND TIMELESS PIECES.
PROMOTION
THE PROMOTIONAL ADVERTISEMENTS FOR CÉLINE REMAIN SIMPLE AND ARE SOMETIMES ONE PHOTOGRAPH WITH THE BRAND’S NAME OR MORE OF A C O M P L E X C O L L AG E LO O K .
P R E S E N TAT I O N
P R E S E N T A T I O N S R E M A I N S I M P L E , M O R E O F T E N T H A N N O T L O N G “ F L O A T I N G ” S H E LV E S A R E T H E P R I M A R Y WAY P R O D U C T I S D I S P L AY E D. S O M E P R E S E N T A T I O N S A R E M O R E C O M P L E X . L I G H T I N G S T I L L P L AY S A H U G E R O L E – U S U A L LY P R O D U C T S A R E B A C K - L I T W I T H T H E S O U R C E S T I L L HIDDEN.
23
WEARABLE TECHNOLOGY
WEARABLE TECHNOLOGY IS A RATHER NEW PRODUCT ON THE MARKET. THE FIRST PRODUCT WE SAW FOR MASS CONSUMPTION WAS GOOGLE GLASS WHICH WAS PRESENTED IN 2012. GOOGLE GLASS PROVIDED WEARERS WITH A CHANCE TO VIEW THEIR LIVES DIRECTLY IN FRONT OF THEIR EYE. A SMALL SCREEN LOCATED OVER THE EYE PROJECTS OPTIONS INCLUDING WEATHER, MAPS, DAILY AGENDA, PHOTO CAPTURING CAPABILITIES, AND GOOGLE SEARCH. ESSENTIALLY WHAT THE WEARER IS PROVIDED WITH IS A WEARABLE COMPUTER. THE FIRST LARGELY ADOPTED WEARABLE TECHNOLOGY IS THE FITBIT, WHICH HAS GROWN IN POPULARITY OVER THE PAST TWO YEARS. IT IS ADVERTISED AS AN “ACTIVITY TRACKER” WITH PRODUCTS RANGING FOR EVERYDAY, ACTIVE, AND PERFORMANCE PURCHASERS. THESE BRACELETS FEATURES INCLUDE TRACKING STEPS TAKEN PER DAY, SLEEP PATTERNS, A CLOCK, A SILENT WAKING ALARM, FLOORS CLIMBED, ACTIVE MINUTES, HEART RATE, AND GPS TRACKING. THE INITIAL CLIENT OF WEARABLE TECHNOLOGIES WAS THE VERY ACTIVE AND OUTDOORSY TYPE, AND HAS NOW TRICKLED DOWN TO A LARGER MIX OF THE MARKET. WITH FITBIT EXPANDING INTO A COLLABORATION WITH SORORITY GIRL FAVORED BRAND TORY BURCH, THEY SHOW THAT WEARABLES ARE NOT ONLY FOR THE HIGHLY ACTIVE, BUT ALSO FOR EVERYDAY LIFE.
24
GOOGLE GLASS
FITBIT
WA T C H
THE NEWEST REVOLUTION IN WEARABLE TECHNOLOGY HAS BEEN THE APPLE WATCH - WHICH ENCOMPASSES MANY OF THE SAME FEATURES OF THE FITBIT, BUT HAS THE ADDED TECHNOLOGY OF HAVING SOME OF THE SAME FUNCTIONS AS AN IPHONE. THIS OPENS UP THE WEARER TO TRACK ALL OF THEIR PHYSICAL ACTIVITY AS WELL AS THEIR SOCIAL ACTIVITIES SUCH AS TEXTS, PHONE CALLS, EMAIL, AND SOCIAL MEDIA. THERE ARE ALSO WEARABLE TECHNOLOGIES THAT ARE STILL RELATIVELY UNKNOWN TO THE POPULAR MARKET, OR ARE STILL UNDER DEVELOPMENT. A COMPANY CALLED
ClimaWare
CURRENTLY HAS WEARABLES, IN THE EARLY STAGES, MEANT TO REGULATE BODY TEMPERATURE DURING HOT AND COLD SEASONS. THE PRODUCTS ARE ABLE TO HEAT UP TO 110째F AND AS GO AS LOW AS 46째F. ANOTHER PRODUCT THAT IS IN THE CONCEPTUAL STAGES IS ONE THAT INSERTS INTO SHOES AND CAN TRACK POSTURE BASED ON PRESSURE POINTS AND WEIGHT DISTRIBUTION. CAUSING THE WEARER TO BE MORE AWARE OF HOW THEY WALK AND STAND, IMPROVING THEIR LIFESTYLE.
25
C É L I N E T E C H B AG S
WOV E N L E AT H E R L U G GAG E P H A N T O M
WOV E N L E AT H E R CABAS PHANTOM
WOV E N L E AT H E R T R A P E Z E B AG
$3,500
$2,200
$3,400
T H E C L A S S I C C É L I N E B A G S H AV E B E E N R E D E S I G N E D , W H I L E M A I N T A I N I N G T H E B R A N D ’ S A E S T H E T I C , A N D F E A T U R E B A T T E R Y PA C K S T O C H A R G E Y O U R D E V I C E S O N T H E G O. T H E L A U N C H O F T H E C É L I N E T E C H W E A R A B L E S L I N E F E A T U R E S A L I M I T E D E D I T I O N F I N I S H O F WOV E N L E AT H E R I N B L AC K & M U LT I C O LO R V E R S I O N S O N T H E L U G GAG E P H A N T O M , C A B A S P H A N T O M , A N D T H E T R A P E Z E B AG.
26
B AT T E R Y PA C K
E AC H C É L I N E T E C H B AG I N C L U D E S A N I N T E R I O R Z I P P E R E D P O C K E T T H AT H O L D S A S L E E K B A T T E R Y PA C K M A D E S P E C I F I C A L LY F O R T H E C O L L E C T I O N . T H E B A T T E R Y IS LIGHTWEIGHT AND ALLOWS THE CARRIER TO CHARGE HER PHONE AND OTHER W E A R A B L E T E C H N O L O G Y P I E C E S O N T H E G O. T H E B A T T E R Y I S A P P R O X I M A T E LY 4X5X0.5 INCHES AND WEIGHS 0.5LBS. IT IS RECHARGEABLE USING A USB CORD AND CHARGES DEVICES USING LIGHTNING TO USB CORDS.
27
C É L I N E T E C H S L I P- O N S
$1,200
T H E S E S H O E S U T I L I Z E N E W T E C H N O LO G Y T O T R AC K T H E W E A R E R ’ S P O S T U R E BASED ON WEIGHT DISTRIBUTION. SMALL BUTTON-LIKE DEVICES ARE EMBEDDED I N T O T H E S O L E S O F T H E S E S L I P- O N S T O M O S T A C C U R A T E LY T R A C K R E S U L T S T H A T C A N B E V I E W E D O N A N E X C L U S I V E C É L I N E A P P. W O V E N L E A T H E R U P P E R S W I T H S Y N T H E T I C R U B B E R B O T T O M S P R OV I D E A C O M F O R TA B L E H I G H T E C H N O LO G Y E X P E R I E N C E E AC H T I M E T H E Y ’ R E WO R N .
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C É L I N E T E C H JAC K E T
$2,100
C É L I N E ’ S M O T O JAC K E T H A S R E C E I V E D A T E C H N O LO G I C A L U P DAT E . U S I N G H E A T I N G A N D C O O L I N G T E C H N O L O G Y, T H I S G A R M E N T I S P E R F E C T F O R C H I L LY M O R N I N G C O M M U T E S T O T H E O F F I C E A N D WA R M A F T E R N O O N L U N C H B R E A K S . T H I S JAC K E T I S M A D E F R O M T H I C K L I N E N T O G I V E A R I G I D A P P E A R A N C E , A N D C A N H E A T U P T O 1 0 0 ° F A N D C O O L T O A S L O W A S 4 6 ° F.
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CÉLINETECH SUNGLASSES
$1,800
D R AW I N G I N S P I R A T I O N F R O M PA S T C É L I N E E Y E - W E A R , T H E S E N E W G L A S S E S H AV E B E E N D E S I G N E D T O S T AY T R U E T O T H E C É L I N E A E S T H E T I C W H I L E I N C O R P O R A T I N G G O O G L E G L A S S . T H E S I D E S F E AT U R E G O L D - C O LO R E D D E TA I L S W I T H T H E C É L I N E T E C H W O V E N PA T T E R N . T H I C K P L A S T I C F R A M E S A N D P O L A R I Z E D L E N S E S CONCEAL THE GOOGLE GLASS TECHNOLOGY AND REDUCE GLARES.
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WA T C H B A N D
THE ICONIC CÉLINE C U R B C H A I N B R AC E L E T I S R E - I M AG I N E D T O BECOME A BAND FOR T H E A P P L E WA T C H . MADE OF GOLD-TONED B R A S S , T H I S B R AC E L E T BRIDGES THE GAP B E T W E E N FA S H I O N A N D T E C H N O L O G Y. A P P L E WA T C H S O L D S E PA R A T E LY. CIRCUMFERENCE: 6.5” WIDTH:1”
$575
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P L AC E M E N T
ALL GOODS WILL BE AVAILABLE IN CÉLINE STORES PLUS THEIR DEPARTMENT STORE DISTRIBUTORS. THE DEPARTMENT STORES WHERE THESE ITEMS WILL BE DISTRIBUTED ARE BARNEY’S, BERGDORF GOODMAN, NEIMAN MARCUS, SAKS FIFTH AVENUE, AND SELECT NORDSTROM STORES. FOLLOWING CÉLINE’S DISTRIBUTION MODEL WE WILL NOT BE MAKING THESE PRODUCTS AVAILABLE THROUGH E-COMMERCE.
PRICING THE PRICES OF THE CÉLINETECH ITEMS REFLECT THE COST LIMITED EDITION ITEMS C U R R E N T LY AVA I L A B L E P L U S T H E A D D I T I O N O F T E C H N O L O G Y.
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PROMOTION
THE LINE WILL BE RELEASED THROUGH A POP-UP-SHOP DURING CANNES FILM FESTIVAL. THE FESTIVAL ATTRACTS VARYING PEOPLE ACROSS MANY INDUSTRIES, INCLUDING FASHION, WHICH WILL HELP PEAK INTEREST ON A BROADER LEVEL. HAVING AN INVITATION ONLY INITIAL RELEASE PARTY WILL HELP INCREASE INTEREST. THIS IS ALSO DURING THE TIME MANY BRANDS WILL RELEASE THEIR CRUISE COLLECTIONS SO THE TIMING IS APPROPRIATE. CÉLINE DOES NOT DO A LOT OF ADVERTISING AS IT IS, SO ANY MORE THAN A FEW ADDS WILL BE STRAYING FROM THEIR TRADITIONAL MODEL. SINCE THE WEARABLE TECHNOLOGY IS A NEW LINE, A LEAP IN ADVERTISING ACTIVITIES IS KEY. BEFORE LAUNCHING THE PRODUCT AT CANNES WE WOULD RELEASE TEASERS FOR THE COLLECTION ON SOCIAL MEDIA AND THE CÉLINE WEBSITE. ALSO LETTING KEY FASHION BLOGGERS KNOW THE PARAMETERS OF THE NEW LINE, BUT NONE OF THE DESIGN, WILL HELP TO START BUZZ. THIS STRAYS FROM THEIR TRADITIONAL ADVERTISING, BUT DOES NOT LEAP ALL THE WAY TO A LARGE NATIONAL CAMPAIGN. INVITING EDITORS, WRITERS, AND BLOGGERS FROM THE INDUSTRY TO THE RELEASE PARTY WILL BE IMPORTANT FOR THE COLLECTION BEING FEATURED IN PUBLICATIONS. POST RELEASE OF THE COLLECTION , MAKING SURE POPULAR FASHION BLOGGERS WEAR AND POST ABOUT THE COLLECTION WILL BE A LARGE PART OF THEIR SUCCESS, BECAUSE IT INCREASES POPULARITY WITHOUT CÉLINE HAVING A DIRECT HAND IN THE SHOWCASING OF THE PRODUCT.
33
CONCLUSION
EXPANDING CÉLINE INTO WEARABLE TECHNOLOGY MAKES SENSE FOR THE CUSTOMER. THE WORLD IS EVOLVING INTO A MORE TECH SAVVY ONE. WITH TECHNOLOGY BEING INSTRUMENTAL IN DAY-TO-DAY LIFE, IT ONLY MAKES SENSE THAT WE BEGIN INCORPORATING TECHNOLOGIES INTO WHAT WE WEAR.
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BIBLIOGRAPHY
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Munro, Dan. “Credit Suisse Says Wearable Tech ‘The Next Big Thing’” Forbes. Forbes Magazine, 19 May 2013. Web. 26 May 2015. <http://www.forbes.com/sites/danmunro/2013/05/19/credit-suisse-says-wearabletech-the-next-big-thing/>. Murphy, Robert. “The House That Céline Built.” WSJ. Dow Jones & Company Inc., 25 Mar. 2015. Web. 20 May 2015. <http://www.wsj.com/articles/the-house-that-celine-built-1427291901>. Wasik, Bill. “Why Wearable Tech Will Be as Big as the Smartphone.” Wired.com. Conde Nast Digital, 17 Dec. 2013. Web. 14 May 2015. <http://www.wired.com/2013/12/wearable-computers/>. “Wearable Tech - CNET.” CNET. CNET, n.d. Web. 14 May 2015. <http://www.cnet.com/topics/wearabletech/>.