ANTI THESIS
Philosophy 3
Customer Profile 5 The Fragrance 8 Product Positioning 13 Assortment Plan & Pricing Strategy 14 Key Competitors 15 Distribution Plan 16 Marketing Strategy 17
Table of Contents 2
Delpozo embraces femininity and modernity by creating harmonious relationships between opposing elements.
The hallmarks of Delpozo includes a creative approach to volume, color, and silhouette. Artisan techniques and embroideries are used to create the soul and timelessness of Delpozo.
Philosophy 3
ORGANIC &STRUCTURAL
MODERN & TRADITIONAL SUMPTUOUS & PURE
4
The Delpozo customer will be a combination of a Thinker and an Experiencer.
Customer Profile 5
MIROSLAVA DUMA, 30 - THINKER Fashion Blogger
born and raised in Surgut, Russia She enjoys intellectual approaches to life and is always looking for new ways to combine the traditional with the modern. She enjoys going to museums and reading books, and exploring other elements that inspire her favorite designers. She also enjoys sharing her knowledge with her followers on her blog.
Customer Profile 6
CATE BLANCHETT, 46 - EXPERIENCER Actress, Theater Director
born and raised in Melbourne, Australia She enjoys reading and directing films. Thanks to her acting experience, she is very confident and bold. She enjoys Delpozo because it reflects her fearlessness to stand out. She loves experiencing new cuisine and introduce her children to the wonders of art.
Customer Profile 7
The Fragrance
8
ANTI THESIS
Fragrance Logo Design 9
ANTITHESIS is a floral fragrance that contains the citrus facet as the base. For the heart notes, there is a combination of fresh floral and marine facets.
The dry down includes the woody and oriental facets base notes to give the fragrance a Spanish warmth.
The Fragrance 10
The bottle for ANTITHESIS will resemble the harmony between structural and organic elements seen in Delpozo’s designs. It is inspired by Viktor and Rolf’s Flowerbomb which highlights the architectual shape of the bottle while still maintiaining a sensual look. The bottle will have a frosted finish. The cap is inspired by Marc Jacob’s Daisy. It will be an oversized bow and it will contain detailed embellishments seen in Delpozo’s garments.
The Bottle 11
The packaging is inspired by Delpozo’s intiricate embroidery details. It will be packaged in a coffret style. The top of the box will have laser cut details to mimic the transparency often seen in Delpozo’s designs. For finishing touches, there will also be a bow to connect the box back to the bottle.
The Packaging 12
ANTITHESIS will serve the prestige market.
Product Positioning 13
ANITHESIS will be an Eau de Parfum for women. The 2.5 oz bottle will be sold at $130.00.
Assortment Plan & Pricing Strategy 14
Issey Miyake Hermes Dior Mugler Chanel
Key Competitors 15
ANTITHESIS will be sold at Bergdorf Goodman, both online and in store. It will also be available online through Delpozo’s Online Boutique.
Distribution Plan 16
The ANTITHESIS pre-launch party will include a variety of videos posted on social media in a countdown manner. The videos will contain the fragrance creation process and also teasers of the fragrance film.
Marketing Strategy 17
18
The ANTITHESIS launch party will be held in the Guggenheim Museum because of its spacious and white toned environment that resembles the Delpozo atmosphere.
The decorations inspired by Delpozo’s intricate embroidery details will embellish the room creating harmony between the decorative and the minimalist which is cohesive throughout Delpozo’s designs.
Marketing Strategy 19
20
In order to maintain sales, Delpozo will team up with their distributor, Bergdorf Goodman, and create window displays, which Bergdorf Goodman is known for succesfully executing.
We believe this will draw a lot of attention to the perfume, not only as a product but also as a work of art.
Marketing Strategy 21
22
Maria Batista Stephanie Tsz Kei Professor Dan Green FASM 320-02: Fragrance Marketing & Management