Introduction The aim of this project is to Design an “Annual Communication Plan� for the brand Maison Margiela.Taking into account that the brand wants to expand in an international market, gain visibility and recognition with an innovative and original proposal.
# Th Att no e en w! fu ti tu on re ! is
Maison Margiela Maison Margiela is a French fashion House, founded in Paris in 1988 by the Belgian designer Martin Margiela. The brand offers a vanguardist, futuristic and modern perspective mixing the genres, masculine and feminine. Maison Margiela offers a fresh vision in the fashion industry influenced by art and culture. one of the elements that have marked the history and style of the brand is the technique of deconstructing, reinventing and redefining men’s and womenswear silhouettes. Since 2012, Maison Margiela has held the official ‘Haute Couture’ appellation from the Féderation Française de la Couture for its collection entitled ‘Artisanal’. In 2014, British couturier John Galliano was selected as Maison Margiela Creative Director. Today Maison Margiela is one of the most exclusive brands in the fashion industry.
Brand Character - Luxury -cutting-edge style - Futuristic - know-how Brand Promise -Intellectual commitment to good taste. In every collection, shared aesthetic codes are reinterpreted through an unusual perspective. -Develop products with the best possible quality. -Unconventional fashion. -Sophisticated class and status -It offers heritage uniting the conceptualism with art and the mystery with modern elegance
The Brand
SPAIN Spain is a country in expansion especially in the fashion industry where studies show that the market of the luxury sector grew by 9% in 2017, until reaching the 9,200 million euros, In particular, the pace of growth in Spain has been higher than that registered worldwide, which was 5% last year, which places the national market as an emerging destination of the luxury brands in Europe. The study also shows that with this growth rate of 9% and 10% foreseen for the coming years, the luxury market would reach revenues of 21,000 million euros, which would place Spain in the "hardcore of global excellence"and due to this the opportunity to open the market in Spain can be very positive for Maison Margiela.
Key Market
THE SOPHISTICATED Target consumer middle-aged women/men from 35 to 55 years old with a good disposable income as well as business style job.
Margiela primary target is modern, sophisticated, attuned to stylistic innovations, and expects a brand with heritage and craftsmanship products of the highest quality.
THE AVANT-GARDE Margiela secondary target is Fluid gender, liberal, interested in futurist Aesthetics, artistic audience, people attracted in the combination of art and fashion who also expect unique and original garments with the best possible quality.
Margiela Muse
Target
The luxury trends The trends analysis displays the most consistent global trends in the luxury industry, it is important to understand what the consumers are asking for and how the market is responding to them. in order to build a strong communication strategy
Experiential marketing
Hermès Carré Club Carré Club is an event that pays homage to the famous Hermès silk carré, the event took place in Milan, at the Palazzo Bovara. The space evokes a club, an artist’s workshop and a private apartment. The event offered a variety of interactive activities that where coherent with the Maison´s culture, art, craftsmanship, creativity, and heritage, the guest will be able to experience a recording karaoke room covered with silk, a cafe with specialties and an atelier with designers and artist, who where working in live creations
Balmain x Mytheresa
Luxury becomes digital
Balmain created a special collection for the luxury e-commerce platform x Mytheresa. The brand produced a selection of exclusive super glamorous garments. The launch of the capsule collection was held in Paris in Les Bains, the historic club in the heart of the Marais. were an exclusive party took place where important celebrities attended.
Moncler Pierpaolo Piccioli Launch Event Reinterpreting fashion
Monclair celebrated the exclusive event where they perform the launch of the Pier Paolo Piccioli collection. The brand constantly chooses different designers to work in the collections, because for them it is interesting to understand the different perceptions and also because their target is broad and they are directed to different generations and due to this they need to offer new emotions and ideas constantly. As a result of the digital era it has given a strength to the brand, and Moncler seeks to have a less filtered, direct and continuous, relationship with the consumer.
Serve the Community Not Just Buyers
Diane Von Furstenberg
The New York designer has been devoted to empowering women through fashion, mentorship and philanthropy. Von Furstenberg serves on the board of Vital Voices, an organization that supports female leaders and entrepreneurs around the world. She also runs the DVF Awards, which honor women who are dedicated to transforming the lives of other women.
Fashion meets technology
Iris van Herpen
Iris van Herpen is a Dutch fashion designer who is universal recognized as one of fashion’s most innovators and progressive creators who continuously pushes the boundaries of fashion design Van Herpen is a pioneer in utilizing 3D printing as a garment construction technique, and as an innovator who uses technology as one of the guiding principles in her work “because of its sculptural nature and unfamiliar form. The designer’s intent is to blend the past and the future into a distinct version of the present by fusing technology and traditional Couture craftsmanship.”(Iris van Herpen.com)
Dior
Communities Embrace Live Interactions Over Social Media
Dior is one of the first brands to incorporate the chatbot to interact with customers through messenger on facebook, The brand uses Artificial intelligence to personalize the communication and to have more fun while they are chatting with the consumer, and also to create shopping recommendations.This messaging service is helpful due to that it gives the possibility to use slideshows and links to the website. “It makes the shopping experience easier for the customers. It is also connected with social media channels that help with brand’s exposure. The growth of AI usage and its’ adoption may also increase the percentage of people who will buy products relying on the suggestions of their devices and not their personal experience and opinion “”.(startup-creator.com)
Victoria Beckham
Live Streaming Video Content Gains Momentum
“Luxury fashion brand Victoria Beckham live streams the designer’s debut London Fashion Week show on Landsec’s famous Piccadilly Lights advertising screen .It is the first-time the iconic advertising screen in Piccadilly Circus will carry live content from an event as it happens”.(Outdoor/2018)
Artificial Intelligence Drives Customer Experience
Tommy Hilfiger
“Tommy Hilfiger has begun to add AI to its creative process. The brand recently announced a partnership with IBM and The Fashion Institute of Technology (FIT). As part of the “Reimagine Retail” project, FIT students were given access to IBM Research’s AI capabilities including computer vision, natural language understanding, and deep learning techniques specifically trained with fashion data.Those tools were then used to decipher real-time fashion industry trends, customer sentiment around every Tommy Hilfiger product and runway image, and themes in patterns, silhouettes, colors and styles. This information was filtered back to the student designer on the other end, who could then use it to make informed decisions around their design”. (O’Leary/2018)
Objectives The desired outcome is to increase Maison Margiela brand recognition, launch the brand in Spain using the traditional media channels through unique advertising strategies and Btl activities the goal is to enter in the Spanish market with a strong force, create an emotional connection with the desired target, offering an innovative experience coherent with the brand identity and values. 1-Launch the brand in the Spanish market using the traditional communication channels and BTL activities. 2-Generate awareness. 3-Increase sales. 4-Position the brand in the luxury Industry as one the most innovate futuristic brands. 5-Create a strong loyal relation with the consumers. 6-Increase visibility in the fashion industry. 7-Strengthen the brand in the international market.
The strategy
1
Launching
2
Positioning
3
Consolidation
OBJECTIVES: - Launch the new Maison Margiela store in Spain - Emotionally connect the new collection with the target market. - Create a new episode of storytelling in Maison Margiela mixing technology with art. - Generate a significant advantage over competitors.
-Generate sales - Determine the key objectives of the launching phase. -Create international brand awareness. - Design a proper plan to achieve the desired outcome.
#Attention! The future is now!
Communication Strategy The media plan & Media relations
Printed Magazines/ Online Magazines The brand will showcase the collections and the launching of the new store in Spain throw publicity, main stories, special stories, advertisement and fashion editorials for this year the brand will concentrate the media plan in Spain without leaving behind the international appearances.
Online Social Media
Facebook,Instagram,Youtube,Twitter. The Attention the future is now! Campaign will be launched With the collaboration of 4 Spanish celebrities who are coherent with the brand, they will give their perception of the phrase attention the future is now, on the other hand, the brand will publish,editorials, pictures from the collections, videos, lives interaction videos and inspirations through social networks, keeping the futuristic and avant-garde aesthetic that the brand wants to reflect during the year.
Pr Plan
Testimonial (Lady Gaga) Embassador(Sita Abellan) For this year Maison Margiela will have the fortune of having Lady Gaga as a testimonial. This year is an important year for the Maison due to its expansion in the international market, the strategy of having Lady Gaga as a testimonial is important because The communications plan will be focused on Spain and it is necessary to have an international face with the power of the celebrity, that leads the campaign and also promotes the brand outside of Spain in a global way. As an ambassador, the brand will count with Sita Abellan as she is a recognized Spanish figured in the fashion industry. Her daring and original style perfectly reflects what Margiela seeks to display with her new collection. And finally, the opinion leaders and influencers will be important personalities in the Spanish market.
Events
Store opening in Madrid: (Concept: Avatars).The Fashion show in Paris fashion week (Concept:Constelations) Fabulous event in Milan the idea is to bring Spanish press and opinion leaders to appear in the Spanish media since the event does not take place in Spain. (Concept: Without gravity). The Charity event in Barcelona (Concept: The moon for The Only Brave Foundation)
Cross experiental marketing
Maison Margiela and Absolut Elyx the brand will create an eliminated edition of super futuristic bottles inspired by the renowned Maison Margiela boots
Consumer Engagement platforms
The brand will focus on strengthening the relationship with its consumers and will offer activities to activate the brand through different brand territories 1-The exhibition of Margiela unique handmade pieces. 2- The futuristic Pop-up store at the airport. 3-The book curated by Maison Margiela.
Product Placement & Sponsoring
Local: the brand will place a product in the next Rosalia video International: the brand will place a product in the next Calvin Harris video. The brand will be the sponsor of the main Soho House events in Barcelona.
The Media Plan The media plan details all the different channels that will be used in order to promote the store opening in Spain and the brand collection through publicity, main stories, special stories, advertisement and fashion editorials.
GENERAL KEY MESSAGE “THE BRAND WILL APPEAL TO CONSUMERS WHO CONNECT WITH THEIR OWN PERSONALITY FEATURES MIXING THE CONCEPTUALISM WITH ART AND THE MYSTERY WITH MODERN ELEGANCE”
TARGET MEDIA 1.The target media is aimed to be printed and online international and Spanish magazines of fashion, art, lifestyle and business for a female and male audience. 2.Fashion online blogs/ Platforms. 3. Women and men´s fashion influencers.
MEDIA ACTIVITIES Main stories about: The Launching store in Barcelona Articles: about the campaign Attention The future is now! Interview with John Galliano , Lady Gaga, and Sita Abellan Coverage from the different events Editorials with: Sita Abellan,Lady Gaga,Gala Gonzales,Ursula Corbero and Pelayo Diaz Advertaising: Maison Margiela models wearing key pieces of the collections.
OBJECTIVES
- Launch Maison Margiella in the spanish market with a strong force using all the media tools in order to generate brand recognition. - Generate trafic related to the brand on social media and website directed towards the target market. - Introduce Maison Margiela as the best avant-garde brand. -Generate international brand awareness. -Launch the campaign #Attention! The future is now!
Print target media
LOCAL -SPAIN Main Story: Article about the opening store of Maison Margiela in Spain Special Story: The new futuristic collection of the brand Press Release: Charity Event in Barcelona in the Macba museum Editorial:Sita Abellan dress with Margiella new collection
LOCAL -SPAIN Main Story: Article about the opening store of Maison Margiela in Spain Special Story: The new futuristic collection of the brand Press Release: Charity Event in Barcelona in the Macba museum Advertising: photo of one of the models of maison margiela using the new collection
LOCAL -SPAIN Main story: Interview of the creative designer John Galliano and his perception of the Spanish market Special Story: the opening store in Madrid Press release: charity event in the Macba museum Editorial: Gala Gonzalez in Margiella
LOCAL -SPAIN Main Story: Article about the opening store of Maison Margiela in Spain Special Story: Coverage of the Event. Press Release: Charity Event in Barcelona in the Macba museum Advertising: photo of one of the models of maison margiela using the new collection
LOCAL -SPAIN Main Story: Article about the launching of the campaign attention the future is now! with spanish celebrities. Special Story: the opening store in madrid. Press Release: Charity Event in Barcelona in the Macba museum Editorial: Ursula Corbero wearing some accessories from Maison Margiela
INTERNATIONAL-FRANCE Main Story: Lady Gagá’s article talking about maison margiela and her work as testimonial Special Story: Coverage of the fashion show in the fashion week. Press Release: Fabulous event in Milan Advertising: photo of one of the models of maison margiela using the new collection
INTERNATIONAL-ITALY Main Story: Maison Margiela and John Galliano Special Story: Coverage of the Fabulous event in milan Interview:Lady Gaga as testimonial of the brand. Editorial: Lady Gaga in Maison Margiela collection.
INTERNATIONAL-FRANCE Main Story: maison margiela the new collection Special Story: Coverage of the Charity event in Barcelona. Press Release: Fabulous event in Milan Advertising: photo of one of the models of maison margiela using the new collection
LOCAL -SPAIN Main Story: Article about the opening store of Maison Margiela in Spain Special Story: The new futuristic collection of the brand Press Release: Charity Event in Barcelona in the Macba museum Advertising: photo of one of the masculine models of maison margiela using the new collection
LOCAL -SPAIN Main story: Interview of the creative designer John Galliano and his perception of the Spanish market Special Story: the opening store in Madrid Press release: charity event in the Macba museum Editorial: Pelayo Diaz wearing Maison Margiela.
INTERNATIONAL -FRANCE Main Story: Margiela fashion show in the club 7 of Paris Special Story: The new futuristic collection of the brand Advertising: photo of one of the masculine models of maison margiela using the new collection
LOCAL -SPAIN Main story: Interview of the creative designer John Galliano and his perception of the Spanish market Special Story: the opening store in Madrid Advertaising: masculine model wearing Maison Margiela.
Main Story:Article about the opening store of Maison Margiela in Spain Interview:John Galliano and his perception of the Spanish market
Main Story:Article about the opening store of Maison Margiela in Spain Special Story:Maison Margiela and the Charity event in the Macba museum Coverage: of the fashion show in the paris fashion week
Main Story: Coverage and pictures of the Maison margiela Opening store in madrid. Special story: Coverage and pictures of the Charity event in the Macba museum -Coverage:Fabulouse event in Milan -Coverage and pictures of the fashion week in Paris
Online target media Main Story: Lady Gagå’s article talking about maison margiela and her work as testimonial Editorial: Lady Gaga in Maison Margiela collection. Special story: full coverage of Maison Margiela fashion show and backstage. Interview: Sita abellan at the opening store in Madrid
Main Story: Sita Abellan as the brand embassador of Maison Margiela Editorial: Sita Abellan in Maison Margiela collection. Special story: Backstage at the organization of the launching event ( avatar) in Madrid Interview: Sita abellan at the opening store in Madrid
Main Story:Article about the opening store of Maison Margiela in Spain Special Story:Maison Margiela and the fashion show in the fashion week. Interview: John Galliano and his inspiration for the new collection.
Social Media
Social Media #Attention! The future is now! The goal of the social media campaign is to show the new proposal of the designer Jhon Galliano where he proposes an innovative and unique perception of the future, with his avant-garde and daring collection. The idea is to take advantage of the launch of the new store in Spain to launch the campaign #Attention! the future is now! With the aim of creating an interaction with Spanish celebrities who are coherent with the brand values. They will give their perception of the future, a video and photographs will be made with the super futuristic aesthetic that the brand wants to convey, the opening of the brand in the Spanish market must be accompanied by an important strategy of social networks, on the other hand also this campaign will involve Lady Gaga as it is the testimonial of the brand and Sita Abellan as the ambassador where they will be part of these videos and photos that speaks about the future. This will be measured by traffic and popularity on social platforms, the website, and an increase in sales.
The future belongs to those who believe in the beauty of their dreams.
Technology alone is not enough!
The future is yet in our power!.
Instagram Will concentrate displaying photos, and videos of the new communication campaign, the new collection, the backstage of each event and exclusive photos of the fashion show. The idea is that the photos keep the super futuristic aesthetics. An exclusive editorial will also be made where Lady Gaga will be using the key pieces of the collection Since she is the brand testimonial. finally the brand will show the fashion show through the instragram live.
#Attention! The future is now!
Facebook will show interviews, articles, photos of the events, made by different magazines, special editorials of the brand, videos,the participation of the testimonial and the ambassador in the communication campaign, on the other hand the brand will show the step by step of each installation of each event and the backstage of the fashion week, also at the time of the fashion week the brand will show the fashion show through facebook live, and finally the brand will show the inspirations of the designer when creating this important collection.
Youtube YouTube will center about displaying videos of the new campaign the future is now! As well as videos of the coverage of each event that the brand will make during the year, in addition, the brand will publish exclusive videos of the backstage of the fashion show in the fashion week. #Attention! The future is now!
#Attention! The future is now!
Twitter The tweets will be informal and emotional the brand will display insides about the collection, the events, the pr With the aim to create an important relationship with the consumers
OBJECTIVES - Choose coherent people to transmit the brand values. -That consumers create a connection between the celebrity and the brand. -That the people selected attend to make appearances in the events where they represent the brand. -Transmit the correct message.
General key messages -Artistic people that connect with their own original personality. Target PEOPLE -People that represent and transmit the same values as the brand -People with an important popularity and that had the ability to influence potential consumers Type of people - Artistic . -Original. -Avant-garde . -Futuristic esthetic.
The PR Plan
For this point a detailed contract is made, previously reviewed by a legal professional where all these points will be explained in detail. WHAT MAISON MARGIELA WANT: 1-Participation in the campaign: Attention! the future is now!! 2-Appearances in events created and promoted by the brand 3-Editorial pictures using a total brand look 4-Interviews representing the brand. 5-Make a post on social media using designer clothes and mentioning the brand. 6-Make appearances on the red carpet using a total look of the brand
WHAT MAISON MARGIELA OFFER : 1-Economical compensation 2-unlimited access to brand collections (completely free) 3-Access for 4 years to all events of the brand. 4-Exclusive treatment through the brand in terms of travel, lodging, transportation etc. 5-Exposure and Promotion.
The PR Plan
Brand testimonial
Lady Gaga Lady Gaga is one of the most important celebrities in the world she is a singer, composer, producer, dancer and fashion designer. Her fame is due to her talent and her eccentric look, this visionary artist also activist has fought for causes such as gender discrimination, abuse against women, among others.Her personality and her aesthetic share the values with ​​ Maison Margiela and as a result of this the brand decided to give her the title of testimonial since it is important to have a celebrity with the popularity of Lady Gaga to enter with force in a new market and at the same time Give importance to the brand globally. This person is the one who represents the brand and Lady Gaga plays the perfect role.
Brand embassador Sita Abellan is a figure of the underground and overground in Spain she is a Model, publicist, and Dj. this woman with a very original, daring, but at the same time chic style has captivated several people in the fashion industry and today is one of the most popular Spanish figures internationally. The Artist has mixed in important international festivals, also she has been resident in exclusive clubs like the Provocateur of Manhattan;in addition, she collaborates with great streetwear brands. The model has In Instagram almost 300,000 followers among them Rihanna. And this makes Sita the perfect person to represent Maison Margiela in the process of launching in Spain. She has the fresh look and that original vision of fashion that the brand wants to transmit.
Sita Abellan
Opinion leaders & influencers Local:The objective to have these Spanish people is because they are influential and recognized in the Spanish market and this will help the brand to launch strongly and reach the goal of the brand to be well received in Spain.
Gala Gonzalez -997k Followers She is a Spanish model, social, blogger, fashion designer and DJ
Jon Kortajarena -2m Followers He is a Spanish model and actor
Barbara Martelo -122k Followers She is a Spanish Stylist and influencer.
Teresa AndrĂŠs Gonzalvo -444k followers Spanish model and influencer.
Ana Antic -123k Followers Freelance celebrity stylist, fashion design consultant, fashion adviser and personal shopper.
Marta Lozano -724k followers Spanish model and influencer.
International: it is important to work with well-known people in the industry, who are coherent with the Brand and transmit what the brand want to display, and above all, followed by the potential target that the Maison wants to reach. On the other hand, these personalities are recognized internationally as well as local (in Spain) for this reason the strategy of having them in the PR team can be positive to achieve the desired outcomes.
Caroline de Maigret -793k Followers is a French international model and music producer who is well known in Spain and internationally for her style and appearances at events in the fashion industry.
Eleonora Carisi -696k followers is a Italian photographer, model, stylist and owner of a store of creations designed by emerging artists in Turin
Pierre Niney -485k Followers is a French international Actor, Director, Writer.
Dario Fattore -216Followers is a Italian model, stylist and LifeStyle Blogger
GENERAL KEY MESSAGE -”THE BRAND WILL APPEAL TO CONSUMERS WHO CONNECT WITH THEIR OWN PERSONALITY FEATURES MIXING THE CONCEPTUALISM WITH ART AND THE MYSTERY WITH MODERN ELEGANCE”. -Maison Margiela wants to create an unforgettable experience for the guests. -The wants to create an important relationship with the guests and invite them to be part of the Maison Margiela family. PEOPLE INVOLVED -Brand Testimonial,Brand ambassador, opinion leaders and infuencers,giving importance to the Spanish press to gain visibility. -Celebrities. -People from the creative industry. -Potential Buyers. EVENTS ORDER -Launchig store in Madrid Spain. -Fabulous event in Milan Italy. -Fashion Show in paris fashion week . -Charity event in Barcelona Spain.
Events Plan
Store opening event in Madrid Event concept: AVATARS
The opening of this store is supremely important in the communication plan since with this event Maison Margiela will show its image, what the brand wants to transmit and its innovative proposal in the Spanish market. And the result and the success of this event will be reflected in The popularity and acceptance of the brand in this new market, on the other hand, will also be reflected in the expansion of the database, sales and new potential buyers.
Where & When? Boutique in Madrid calle Serrano February 20/2020
How?
Through artificial intelligence Maison margiella will choose and specific look ( outfit) for each VIP guest, from the new collection.
Collection display
Avatars The models will show the collection in an innovative and artistic way
Chronogram
Cocktail Party
with Paco Osuna Drinks and food will be served to the general guest and VIPs
MORNING: press (11AM to 1PM) 7:30 ( THE EVENT START) MEDIA STRATEGY Social media : instagram, facebook,( live video displaying the event. Facebook and instagram photos and videos about the event and the backstage. Fashion, social and business publications in the media previously selected. People of interest: Editors in chief, fashion journalists,Bloggers publications,VIP stylists,and Celebrities. INTERVIEW PLAN Designer and Embasador ( media previously selected ) FOLLOW UP Press release for all journalist who didn’t attend the event in order to enlarge the press coverage of the new era of the Maison Margiela opening and the new collection. Thank you letters.
Look & Feel
Avatar is a concept that seeks to transport the guests to a futuristic space in a surreal environment that displays the perception of the designer when talking about the future.in addition, the decoration will accompany the collection in a coherent way. The decoration is the key point of this event due to, through the esthetic the brand will display the image and it is necessary to give the best impression in the new market. the goal is that guests never forget the experience they lived with the brand.
Guest: Brand Embassador,VIP Celebrities,VIP Opinion Leaders,Influencers, Potential buyers.
Eugenia de la Torriente Vogue Editor in chíef Spain
Yolanda Sacristán Editor in Chief at Harper’s Bazaar Spain
Maria Pardo de Santayana Editor in Chief at Marie Claire Spain
Sponsors: Main sponsor:
Técnical sponsor: Artist
Comercial sponsor:
Invitation:
Has the pleasure to invite you for the first time to the launch of the store in Madrid. You will live an experience of another world.. Get ready for a futuristic experience! Where? Boutique in Madrid Calle Serrano When? February 20/2020 What time? 17:30
Fabulous event in Milan Event concept: Without gravity Taking into account the magnitude and importance of this event, the brand will decide to be coherent with the past events and develop the fabulous event in milan, with the aim of strengthening the relationship with its clients, gain international visibility, and offer a unique experience to all its guests.As the main objectives of this year’s communication plan is to launch the brand in the Spanish market, the brand will bring to the press and important opinion leaders from Spain,with the objective to create brand awearness. The success of this event will be measured through the expansion of the database, the sales, and positive comments from the press and guests.
Where: The Planetarium of Milan
When: April 28/2020
Collection exhibition: the collectiom will be display at the entrance in a futuristic way reflecting a science fiction environment inside a spaceship
Activity: Cocktail Party with Lady Gaga
Chronogram
MORNING: press (11AM to 1PM) 5:30 ( THE EVENT START) MEDIA STRATEGY Social media : instagram, facebook,( live video displaying the event. Facebook and instagram photos and videos about the event and the backstage. Fashion, social and business publications in the media previously selected. People of interest: International Editors in chiefs, (spanish)fashion journalists,Bloggers publications,VIP stylists,and Celebrities. INTERVIEW PLAN Designer and Testimonial ( media previously selected ) FOLLOW UP Press release for all journalist who didn’t attend the event in order to enlarge the press coverage of the new era of the Maison Margiela opening and the new collection. Thank you letters.
A non-gravity simulator will be available so that visitors can experience a real spacial experience
Look & Feel The objective with the concept without gravity is that the guests live a spatial experience. The brand wants to transport the guest to space. The message that we want to convey is that the brand is the present and future and that it has a proposal that is unique, exclusive and original. A lighting installation will be made showing human bodies and the collection exhibition will be inspired in since fiction.
Guest: Brand testimonial,Brand Embassador,VIP Celebrities,VIP Opinion Leaders (Spanish),Influencers
Eugenia de la Torriente Vogue Editor in chíef Spain
Yolanda Sacristán Editor in Chief at Harper’s Bazaar Spain
Emanuele Farneti Vogue Editor in chíef Italy
Main sponsor: Artist Jim Campbell
Tecnical sponsor
Sponsors: Institutional sponsor:
Invitation:
Has the pleasure to invite you. To the brand annual Fabulous event in Milan To live an experience whithout gravity. Where ? Planetarium of Milan When? April 28/2020 What time? The event will start at 17:30
Fashion show in Paris fashion week Event concept: CONSTELLATIONS
The objective with this event is to show the new collection of Maison Margiela following the regulations of the FĂŠdĂŠration de la Haute Couture et de la Mode.The show will be held in Paris as it has been done in recent years, and the brand will offer a unique and fun experience to their guests, with the aim that guests enjoy every moment of the fashion show the Spanish press is invited as well as the international one.
Where: terminal 7 paris When? July 4 /2020
How?
Through artificial intelligence, Maison Margiela will choose a selection of music, adapted to each guest. The objective is that all the guests enjoy a personalize futuristic experience.
Chronogram
MORNING: press (6:30-8:00)am 10:am ( THE EVENT START) MEDIA STRATEGY Social media : instagram, facebook,( live video displaying the event. Facebook and instagram photos and videos about the event and the backstage. Fashion, social and business publications in the media previously selected. People of interest: International Editors in chiefs, (spanish)fashion journalists,Bloggers publications,VIP stylists,and Celebrities. INTERVIEW PLAN Designer and Testimonial and embassador( media previously selected ) FOLLOW UP Press release for all journalist who didn’t attend the event in order to enlarge the press coverage of the new era of the Maison Margiela opening and the new collection. Thank you letters.
Silent headphones fashion show The proposal is a silent fashion show where each guest will receive a pair of headphones with a personalized music playlist chosen by the brand throw artificial intelligence, the guest will be delighted with the new collection listening to its favorite music.
Look & Feel The constellation concept was inspired by the incredible installation of lights offered by the terminal 7 of Paris created by the Brazilian artist Guto Requena this monumental structure represents the constation in the sky, emitting lights. creating a perfect show for the guests of this event.
Guest: Brand testimonial,Brand Embassador,VIP Celebrities,VIP Opinion Leaders,Influencers international and spanish.
Eugenia de la Torriente Vogue Editor in chíef Spain
Sponsors:
Yolanda Sacristán Editor in Chief at Harper’s Bazaar Spain
Anna Wintour editor-in-chief of Vogue international
Main Sponsor: Artificial intelligence company.
Invitation:
Has the pleasure to invite you. To the brand fashion show in Paris To live an experience where you will be able to feel the constellations. Where ? Where: terminal 7 Paris When?July 4 /2020 What time? The event will start at 10 am
Charity event Event concept: The moon for the Only Brave Foundation
Where? MACBA Barcelona
“The Only Brave foundation : was created in 2008 as the not-for-profit organization of OTB (the parent company of Diesel, Maison Margiela, Marni, Paula Cademartori, and Viktor&Rolf), with the mission to rebalance social inequality and contribute to the sustainable development of less advantaged areas and people throughout the world�. (the-group or.com/nodate)The proceeds from the auction will be donated to Only The Brave Foundation to support its projects.
Chronogram
How? installation from spanish Artist inspired by the moon
MORNING: press (11:00-13:00)am 20:00-23:30( THE EVENT START) MEDIA STRATEGY Social media : instagram, facebook,( live video displaying the event. Facebook and instagram photos and videos about the event and the preparation of each creation. Fashion, social and business publications in the media previously selected. People of interest: International Editors in chiefs, (spanish)fashion journalists,Bloggers publications,VIP stylists,and Celebrities. INTERVIEW PLAN Designer and embassador( media previously selected ) FOLLOW UP Press release for all journalist who didn’t attend the event in order to enlarge the press coverage of the new era of the Maison Margiela opening and the new collection. Thank you letters.
Cocktail
Auction by Maison Margiela
Look & Feel the guests will be able to observe and experience works of art (installations inspired by the moon)
Guest:Brand Embassador,VIP Celebrities,VIP Opinion Leaders,Influencers,Fashion journalist.
Eugenia de la Torriente Vogue Editor in chíef Spain
Sponsors:
Yolanda Sacristán Editor in Chief at Harper’s Bazaar Spain
Main sponsor:
Invitation:
Invites you to give the Moon to The Only Brave Foundation Where ? Museum MACBA Barcelona What time? 20:00 When?November 27/2020
Jay Fielden Editor in Chief of Esquire Magazine
Cross experiential marketing Cross Marketing is the strategy where two brands competing in different categories but aiming the same target, collaborate in order to generate benefits and opportunities OBJECTIVES: - Provide our target market with other products Providing and unique and exclusive product. -Collaborate with other luxury brand in order to intensify the experience of consumers. -Generate exposure and Brand Recognition - Generate new sales. -Acquire new consumers.
&
Absolut Elyx
is a luxury vodka whose elaboration is based on the principles of quality, integrity and craftsmanship, and its manual distillation is carried out in a copper still. The result is an awardwinning vodka with a rich, smooth flavor. “We call it liquid silk�. Perfect to prepare martinis and even to take it alone with ice.
& Maison margiela will create an unlimited edition of bottles for Absolut elyx taking as a point of inspiration the iconic boots of the brand, the creative director john Galliano will create a series of bottles with a unique design that will reflect the exclusivity of the brand and the hand craftsmanship side of both brands.The bottles will be sold exclusively on the website of the two brands and only 100 bottles will be created that will be sold all over the world. On the website a box will be displayed where it will show the amount of bottles left to generate emotion. this collaboration will be accompanied by a social media communication campaign
Only 20 bottles are left from our exclusive collection
To whom are we talking The cultivated
This potential target is moving away from the “ Masstige� which are products that are flashy and showy and are asking for those products that reflect the true meaning of quality and they know how. This consumer likes to know deeply about brands, and the creation of their products They look for brands that offer an innovative and unique proposal, that go out from the ordinary
The artistic
This consumers not only appreciate the passion associated with hand craftsmanship but also seeks for those brands that display integrity associated with “eco-friendliness, creativity, and uniqueness. They look for a product with a basic concept that reflects a consistent message They look for Brands that give a personalized treatment and that make them feel special.
CONSUMER ENGAGEMENT This section will display the strategy by which the brand plans to activate the different brand territories where Maison Margiela target is. OBJECTIVES: -Increase sales. -Strengthen the relationship between the brand and the consumer. -Transmit a positive message. -Make the consumer feel special. -Integrate the brand in the lifestyle of each consumer.
Wear the future, Be the future, Connect with yourself .
Business Person
The Artistic
An active social life (social and cultural events)
Active working life (Traveling)
An exhibition of Margiela of unique handmade pieces
Museums
The highest need : “CONNECT WITH THEIR OWN PERSONALITY� Key Drivers A unique and innovative proposal,personalization.Handmade products. Key emotional benefit I am an artistic person who wants to express my personality through what I wear. Brand Role Maison Margiela is my attitude and my Statement. Communication Platform Statement Wear the future, Be the future, Connect with yourself
Pop up store at the airport with unique pieces aimed for this target
Airport -before the flight,after and(between connections).
The Cultivates
They Like to know more (about the brand, the products and inspirations of the designer)
The book curated by: Maison Margiela In the store and online
An exhibition of Margiela unique handmade pieces in the museum MACBA
Futuristic Pop up store at the Madrid airport with unique pieces aimed for this target
The book curated by: Maison Margiela
Product placement
The objective is to create visibility, brand awareness, sales, traffic in the online and physical store, attract potential consumers. Spain: Masion margiela will place a product in the In a musical video from Rosalia due her popularity in spain and internationally and her aesthetic is consistent with the brand.
International: Maison Margiela will place a product in one of the music videos from Calvin Harris due to his popularity and the number of views on social networks, additionally the music he plays is coherent with the futuristic theme of the brand
Sponsoring Maison Margiela will sponsor the main events of Soho house in Barcelona that is an exclusive social club for professionals in the creative industry, this action will be very important due to the opportunity for the Maison to win brand recognition in the Spanish market.Soho house is the place where the main target of the brand is and combines perfectly with the strategy of the brand to launch in Spain
THE TEAM
WORLDWIDE COMMUNICATION DIRECTOR Divna Susa
REGIONAL MEDIA DIRECTOR
REGIONAL PRESS DIRECTOR REGIONAL ADVERTAISING DIRECTOR REGIONAL SHOWROOM DIRECTOR REGIONAL EXTERNAL RELATIONS DIRECTOR
REGIONAL PR DIRECTOR
DATA DIRECTOR
PROTOCOLO
ART DIRECTOR
MANAGER OF CELEBRITIES
REGIONAL DIGITAL DIRECTOR STRATEGIC PLANNING DIRECTOR
CREATIVE/ART DIRECTOR
CONTENT DIRECTOR
REGIONAL EVENT DIRECTOR
REGIONAL ART DIRECTOR PRODUCER
REGIONAL PLANNING DIRECTOR
COPYWRITTER DIRECTOR
REGIONAL RETAIL DIRECTOR STRATEGIC PLANNING DIRECTOR MERCHANDISING VISUAL DIRECTOR EXPERIENCE INSTORE DIRECTOR CRM DIRECTOR
MARKET INNOVATION DIRECTOR COMMUNITY MANAGER
OBJECTIVES -ENABLE THE EMPLOYEE AND DIRECTOR OF THE COMPANY -HAVE CONTROL AND ORGANIZATION PROVIDE A PERSPECTIVE OF THE DIFFERENT SEGMENT IN THE COMPAN
THE BUDGET
OBJECTIVES -PROVIDE A DETAILED SUMMARY OF THE COSTS STRATEGY. -CONTROL AND PREVENT OVER EXPENSES. -DETERMINE ROI AFTER SALES.
THE CHRONOGRAM -IDENTIFY AND DETERMINE THE TASKS NEEDED TO KEEP THE ORGANIZATION DURING EACH ACTIVITY, EVENT AND STRATEGY. -BE AWARE OF DATES RESPONSIBILITIES OF EACH TASK. -ASSIST THE ORGANIZATION OF THE ANNUAL PLAN.
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