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BRAND PROFILE Marni is a luxury brand founded in 1994, it’s aesthetic is artistic, quirky and a little bit out of the box. It’s creative, unconventional and in some ways avant garde offering consists mainly of bright primary and secondary colours, neutrals and geometric patterns, fantastical prints, oversized, architectural shapes, gathering, and asymmetrical silhouettes. The go to fabrics for the brand include cotton, viscose, polyester, virgin wool, mohair, fur and silk. Since 200 Marni has worked on developing it’s presence in various countries such as Thailand, Japan, China, Singapore, Germany, France and Italy. It continues to be involved in artistic collaborations and special projects in the art world.
MARNI
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MARNI
COMPANY TIMELINE
1997
2000
FIRST SPRING SUMMER COLLECTION
1994 FOUNDED BY CONSUELO AND GIANNI CASTIGLIONI
2005
FIRST MARNI BOUTIQUE ESTABLISHED IN LONDON
1998 LAUNCH OF BAG AND SHOE COLLECTIONS
2016 FRANCESCO RISSO JOINS MARNI AS NEW CREATIVE DIRECTOR
LAUNCH OF EYEWEAR COLLECTION
2002 / 2003
2012
FIRST MEN'S AND JEWELRY COLLECTIONS
MARNI IS ACQUIRED BY THE OTB GROUP
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MARNI
CURRENT DIGITAL STRATEGY The current digital mediums in which MARNI has a presence are:
WEBSITE
YOUTUBE
@MARNI
@MARNI
@MARNIOFFICIAL
MARNI.COM
@MARNIVIRTUALSTORE
Content consistent with
1.2M Followers
Content consistent with Instagram
Powered by Yoox
Predominantly consisting of Marni
Instagram and Twitter and
Predominant means of
and Facebook however represents a
Offers limited number of styles for
runway videos and short promotional
followed by 272k followers.
communication however
very small amount of their following
ecommerce.
clips. All clips are very abstract, could
photos change from square
with only 6,8k followers.
Challenges faced with the layout,
be more modern and used to create
image quality and content
more of a brand narrative.
to rectangular, back to square again, photos could be more consistent.
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MARNI
CURRENT BRICK AND MORTAR STRATEGY MARNi currently has just over 80 retail stores with a relatively low level of technological integration in their physical stores. The aesthetic look and feel between each brick and mortar store varies greatly, each being inspired by something different, however nearly all stores are designed by English Architecture ďŹ rm Sybarite. This has the advantages of being able to tailor a unique experience to the local demographic of each store, however to create a more seamless experience the digital presence of Marni needs to be updated and integrated more thoroughly in store.
London
Beijing
Madrid
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OMNI CHANNEL STRATEGY Flower cafe in Osaka Japan
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FUTURE GOALS COMMUNITY To create a sense of community and culture amongst it’s loyal followers and customers.
SEAMLESS CUSTOMER EXPERIENCE To deliver a seamless OMNIchannel experience for the customer, ensuring that they feel supported through every contact with the brand.
ATTRACT A NEW CUSTOMER To attract a new and different customer to the MARNI brand who will remain loyal followers and expand the brand’s potential through peer to peer recommendation.
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MARNI
BRAND STRATEGY Resort 19 [Nov 18] - Capture the Philophiles and turn them into MARNI-acs. Introducing a more neutral palette and CĂŠlinesque shapes to the Resort 19 collection. This combined with having the campaign shot by Juergen Teller to capture the attention of the old CĂŠline following. - Start development of the MARNI mobile application
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MARNI
BRAND STRATEGY FW19 Menswear [Jan 19] -
Work with Instagram influencers
- Shoot campaign with Josh Olins who has previous shot campaigns for Balenciaga and Burberry
Instagram influencer Natalie Suarez has her own well established blogging business which goes by NATALIE OFF DUTY. She has 556k followers.
@92_hyungseok Korean Instagram Style Influencer 564k
@starro Japanese DJ 20.6k followers
@gallucks English Instagram Style Influencer / Streetwear 145k followers
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@scotchman French TV Chef 6.4k followers
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MARNI
BRAND STRATEGY FW19 RTW [Feb 19] - Update the MARNI website to improve user experience online adding free delivery and returns within 14 days,, updated higher quality graphics, and new season runway on the homepage to start to build excitement about the coming season.
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BRAND STRATEGY FW19 Childrenswear [Feb 19] - Campaign with photographer Angelo Pennetta who previously shot a Zara Kids campaign in 2018 to give the childrenswear a more contemporary feel - Connecting with childrens instagram micro inuencers to give them their own shop through link. For each sale they will receive 10% commission.
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Childrens Instagram Inuencers @stellaandblaise Sister and brother Stella and Blaise with Hollywood representation already at ages 7 and 5 respectively, currently command 68,1k followers on Instagram.
@miasaidno Five year old Varda and her two and half year old sister Nova from Texas currently have 40,5k followers
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BRAND STRATEGY Prefall 19 [Jun 19] - Integration of Instagram inuencers from around the world and from various ethnic backgrounds in order to reach the widest audience and spread the message of diversity.
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YOUR TITLE HERE A company is an association or collection of individuals, whether natural persons, legal persons, or a
@freddieharrel English Instagram influencer Frédérique Harrel has a following of 177k and is the founder of SHEunleashed, a confidence coaching workshop for girls and even has
@sora_pppp Korean Instagram model Park Sora has a following of 865k.
@natalieoffduty American Instagram influencer Natalie Suarez has her own well established blogging business
her own gorgeous little baby boy - think
which goes by NATALIE OFF
future MARNI kids ambassador!
DUTY. She has 556k followers.
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Brand Strategy Mobile Application Launch [Jun 19] - Create a sense of online exclusivity by hosting a private launch party for the MARNI mobile application in the London Mount Street boutique, inviting only cool creatives who will receive a code upon arrival at the event which they can use to shop up to 200â‚Ź on the app store for the next 48hrs. - Party videos to be shared on Instagram story every hour - Brand ambassadors to post on their Instagram on the night - Three photos from the night to be posted to the brand Instagram with the hashtags #marniac and #aboutlastnight
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Y O U
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W R I T E
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H E R E
APP PROJECT SAMPLE A company is an association or collection of individuals, whether natural persons, legal persons, or a mixture of both. Company members share a common purpose and unite in order to focus.
FEATURE NAME
Mobile Application Launch
FEATURE THREE
Jun 19 Launch of mobile ecommerce application suitable for all smartphones.
Y O U
C A N
W R I T E
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H E R E
APP PROJECT SAMPLE NAME A company is an association or collection of individuals, whether natural persons, legal persons, or a mixture of both. Company members share a common purpose and unite in order to focus.
Shopping Bag
Wishlist
Shopping bag icon with instant
Store wanted items saved in one
update to easily keep track of how
place in order to keep track of stock
many items are in your cart
levels and purchase on another day
Search Bar To easily ďŹ nd the desired style
Y O U
C A N
W R I T E
H E R E
APP PROJECT SAMPLE A company is an association or collection of individuals, whether natural persons, legal persons, or a mixture of both. Company members share a common purpose and unite in order to focus.
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BRAND STRATEGY SS20 Menswear [Jun 19] - Fashion week after party held in Beijing store where attendees can instantly shop the runway with the help of the new application - Top spending customers are on the guestlist
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BRAND STRATEGY SS20 Kidswear [Aug 19] - Collaborate with Studio TooGood to create a children’s playground art installation at Centre Pompidou, using some previous MARNI fabric prints including the Dance Bunny print.
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BRAND STRATEGY SS20 RTW [Sep 19] - Conference held at MARNI boutique New York on how to dress for every shape. Special emphasis on diversity and inclusion. - Major press invited plus VIPs as special guests. - Communication to VIP customers through special paper invitations to be handed out in store or posted. - Other customers can also purchase a ticket through the mobile application - Free prosecco and Italian canapes to be provided
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BRAND STRATEGY Resort 20 [Nov 19] - Collaboration with artist Christiane Spangsberg to have her develop a print for the season to be printed onto silk tops and pants.
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BRAND STRATEGY FW20 Menswear [Jan 20] - MARNI Man’s Day Out Event at the Mount Street boutique in London, free pop up barber bookable on the mobile application, bar, and food truck parked outside, with live DJ. Communication via Instagram, Facebook, and email to English database.
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BRAND STRATEGY FW20 RTW [Feb 20] - Have a perfume customisation stall in the Marni Paris Saint Honouré Store to launch the new season any customers a making a purchase over 1000€ and who sign up to the Marni customer database will receive a free mini customised MARNI perfume. The exact recipe and story of the scent will be sent to their email upon receipt of the perfume so that the customer can shop a full bottle of the frangranc if they wish to. Only available for the first month however if successful then a permanent fragrance customisation service may be offered in future.
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Collaboration with Japanese artist Yayoi Kusama to produce prints for the range which will be printed onto clothing and accessories including shirts, t-shirts, dresses, shoes and bags
- Event for the in store launch at the Tokyo Aoyama boutique where the kids wear section will be decorated like Wonderland and there will be a photographer to take photos of the children posing on especially designed resin mushrooms
MARNI
BRAND STRATEGY FW20 Childrenswear [Feb 20]
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BRAND STRATEGY Prefall 20 [Jun 20] - Inside MARNI: Creation of a video series that shares everything from ďŹ nding the inspiration for the collection, the craftsmanship of fabric, and leather goods.
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BRAND STRATEGY SS21 Menswear [Jun 20] - Collaboration with grafďŹ ti artist JonOne to produce limited edition printed shirts, t-shirts, and accessories such as shoes and bags
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Mini carnival des enfants de MARNI to be held in Paris near the Carousel at the Eiffel Tower. To include face painting, games and pop up MARNI ower cafe. Special awards to be unlocked on the app store by children winning a game, they can receive a small instant prize such as a mini bunch of owers or an Italian pastry.
MARNI
BRAND STRATEGY SS21 Childrenswear [Aug 20]
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BRAND STRATEGY SS21 RTW [Sep 20] - Collaboration with Australian brand Dinosaur Designs to produce a line of resin jewelry and
homewares
available exclusively in Marni and Dinosaur Designs boutiques and on the MARNI online/app store - Juergen Teller to shoot the collaboration campaign and imagery for the website
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BRAND STRATEGY Resort 21 [Nov 20] - Collaboration with artist Anna Willi-Highfield to turn the Beijing boutique into a menagerie with installations of her famous paper birds hanging from the ceiling. Customers can download the mobile application and scan barcodes on screens around the store to find out details for how each piece was imagined and how it ws constructed. There will also be a birds of flight children’s game available on the application for the whole month launch month.
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