PATOU- BRANDING ( Communication strategy )

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IFA PARIS LBM 2020 Lilit Hovhannisyan SMRUTI THAKKAR Gabrielle Gleeson Smruti Thakkar

The brand presentation

Story of the Maison Jean Patou was founded in 1914. His designs were inspired from his travel & his motive was to free women from restrictrictive clothing. He stood out of competition and launched sports line which became very popular. In 1929, to overcome of crises & to retain its position , Jean Patou launched the most expensive perfume in the world named “JOY”.

In 1936, Jean Patou passed away & the brand lost his Aura. The house founded some of the greatest directors : Marc Bohan, Karl Lagerfeld, Michel Goma, Jean Paul Gaultier, Angelo Tarlazzi and Christian Lacroix. The perfume “JOY” kept his name & activity alive.

Relaunching of Patou LVMH took control of the label in 2018 , and decided to relaunch the brand among others for the name of its JOY fragrance desired by the brand DIOR. In September 2018 , the fashion house was relaunched by the name “ PATOU” as a women’s ready to wear brand. LVMH appointed Guillaume Henry as a creative director of the brand. Patou has tried to create its fresh , playful & attractive brand equity through its new campaign & new logo.

MOOD BOARD

PERSONA Name : Marie Bartagion Age : 28 Status : Single

Countries : France , Germany Cities : Paris , Frankfurt

Education : Masters of business administration Work : Financial Analyst Revenue : €80,000

Hobbies : Travelling, music, reading books

Design preferences : French style, solid colors, unique silhouettes,

Consumer Behaviour : Loves classy look with trending silhouettes. Environment conscious , prefers to buy sustainable clothing.

The brand analysis

SWOT Strengths ● ● ● ●

Heritage of brand - Jean Patou Acquisition by LVMH Guillaume Henry - Artistic director Emphasis on inclusivity and diversity in marketing campaigns.

Weaknesses ●

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Inadequate brand communication - weak social media content.

Weak brand recognition worldwide Brand image is not very original or unique

Threats Opportunities ● ●

Worldwide expansion Move towards sustainability

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Strong competitors Global Pandemics - current COVID-19 crisis Competitors focus strongly on good social media content - Patou is failing at this

Trend Forecast : Luxury Fashion Industry 1.

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Space Fashion - fashion inspired by galaxies and universes far away. E.g holographic outfits.

Japanese inspired clothing - partially due to the world becoming more aware of Japanese trends and culture due to upcoming Olympics.

Oversized bags - extra-large bags that fueled the early 2000’s will make a resurgence.

Political fashion - using fashion as a way to express political beliefs Tech and Fashion - will continue to merge in different ways.

THE NAV MODEL NARRATIVES ● ● ● ● ● ● ● ● ● ● ● ●

Jean Patou Young Casual French Revolutionary Fresh Beautiful From <<Tout frais tout beau>> Delicate and accessible Joyful and refined Real women #PatouGether

AESTHETICS

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The double P logo Details on every piece.

Parisian illustrations.

Cat Guillaume Henry.(photos) Golden earrings The Patou white sweatshirt ( against Covid 19) Sailor hats Patou pastry packaging

VALUES

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Sustainability Transparency French Elegance Feminism Diversity Quality Confort Easy to wear, hard to forget Fashion as an art of living

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Women’s ready to wear and

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accessories. Some unisex pieces

On social media, but improvement needed.

too.

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Google adds

Clothing sewed by using french

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Pop up stores : adding visibility.

technics.

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Resellers’ platforms.

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Eco-friendly materials

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PFW 2019, small events and

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Complex silhouettes and

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attention to the details.

presentations.

PRODUCT

PROMOTION

MARKETING MIX ●

Official Website

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Social media ( instagram)

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Pop up stores ( Lafayette)

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Ressellers, concept stores worldwide and E-sellers(apps too).

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Countries : FR,GR, JP,China, Singapore, GR, South Korea, USA, Canada.

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No exclusive stores.

PLACE

PRICE

PREMIUM + price point. Very similar to Sea by Chloe.

Dresses 495-3500€ Coats- 375-1290€ Tops and shirts 375-1290€ Skirts and trousers 345-895€ Footwear -395€ Accessories 265-1290€

CBBE PYRAMID Resonance Luck of bags , a bit expensive items, not a famous designer, confusing targeting ( Gen Y, Z or X ?) .

Patou was introduced

by LVMH as a young and modern brand which follows the brand values as the French Elegance and Parisian chic.

Judgments Good quality of elegant and fashionable products,commitment to craftsmanship and attention to details. strong emotional connection with working team ( affects the customer).

Performance

Feelings

Imagery

Silence A French ready to wear brand and perfume with a long history and rich authentic heritage. Part of the LVMH group.

Low brand awareness that should be increased. Life cycle : reintroduction

Belonging to a community of elegant,fashionable and eco-responsable fashion lovers .

Be a Parisian, be young.

Patous double P logo and pastry packaging.The patou cat and happy young models smiling and moving in the lookbooks.PatouGeter sweaters.

PERSONA Name : Julie Sergent Age : 32 Status : Single

Hobbies : Painting , styling , exploring new places , love music , partying

Countries : France , Italy Cities : Paris, Florence

Design Preference : Love different silhouettes, solid colors, classy & elegant ,trendy

Education : Architect Work : Interior Designer

Consumer Behaviour : loves styling, conscious about quality & environment, love for “It bags”

Recommendations on competition

COMPETITIVE MAPPING

CLOSER COMPETITORS

Patou VS. See by Chloe See by Chloe

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Younger line of the Chloe luxury brand.

More youthful and casual than the house's main line.

Has maintained it’s ultra-féminine and rock n’ roll chic personality of main brand.

Ready to wear, handbags and accessories.

Patou VS. See by Chloe

See By Chloe Price : $595

Patou Price : €575

See By Chloe Price : $670

Patou Price : €650

See by chloe Bag Collection ●

See by Chloe has a collection of bags.

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These bags are easily distinguishable and unique.

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They have a young a boho design which appeals to Gen Y and Gen Z.

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Consumers can instantly recognize these bags as belonging to the Chloe brand.

Recommendation - Create an ‘It bag’ ●

Patou should create a signature range of designer bags.

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The purpose of this is that the brand

Large, Classic, high quality leather bag

‘Patou’ will be instantly recognized in these luxury bags. ●

Consumers want to invest in luxury handbags as they are seen as having value and showing their social status.

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A trendy ‘It bag’ will attract Gen Z and Millennial consumers.

Trendy ‘it bag’ collection

Recommendations on communication

E-reputation: build your Instagram

It would be better if the brand’s community manager will use Indesign or at least specific mobile application to add text( beautiful font) on Patou’s instagram stories.

Communicate during important days: Valentine's day.

Good idea to have the filter. But how can we see that this is a communication about love and the gifts that the customer will potentially buy ? There is no other communications about this important day in terms of sales.

Avoid discount apps : especially those in risk of bankruptcy. Chose one name for the brand and all the products.

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Young and fresh but targeting Gen X ?

Who are the new ambassadors/ influencers ?

THANK YOU !