by
A BRAND EXTENSION POP-UP SHOP RACHEL MURRAY ARIANE FRECHETTE TORI PENAHERRERA MACKENZIE ROBERTSON
Executive Summary Celine is owned by the LVMH Group. Bernard Arnault ----------------------- Chairman & Chief Executive Antonio Belloni ---------------------------- Group Managing Director Nicholas Bazire ---------------------- Development and Aquisition Michael Burke ---------------------------------------------------------- Louis Vuitton Chantel ------------------------------- Human Resources and Synergies Jean-Jaques Guiony --------------------------------------------------------- Finance Chris de Lapuente ---------------------------------- Sephora and Beauty Pierre-Yves Roussel --------------------------------------------- Fashion Group Hedi Slimane is the new creative director that replaced Phoebe Philo. Celine has confirmed the appointment of SĂŠverine Merle as its new CEO, making her the third female CEO in the LVMH stable of brands. She replaces Marco Gobbetti, who left the house last year to take up the same position at Burberry.
Abou
Celine is a F ed in 1945 and had be Lucette Destouches
Originally l ness for pet the sixties w collection o
During this distribution ued over th CĂŠline Vipia ture in 2004 as head des struggled fo Omazic, an Chloe vision with a fall 2 influential w rector that r
ut Celine
French ready-to-wear and luxury goods brand that was foundby Celine Vipiana, een owned by LVMH group since 1996.
launched in 1945 as a children’s made-to-measure shoe busitits pieds d’anges, the French luxury house expanded during with adult footwear, handbags, and a women’s ready-to-wear of couture sportswear or “fashion for everyone.”
time, Celine was one of the first luxury brands to open up to Japan, and their focus on international expansion continhe next few decades. Owned for over forty years by Madame ana, Michael Kors took the reins in 1997, but upon his depar4, the collection lost much of the buzz he brought to the label signer. After Kors, ex-Burberry designer Roberto Menichetti or one year as head designer. He was succeeded by Ivana nd in September 2008 the label announced that the former nary Phoebe Philo would step in to take the reins, beginning 2009 collection. Phoebe Philo transformed Celine with highly work as creative director. Hedi Slimane is the new creative direplaced Phoebe Philo this year.
Corporate Information
LVMH Moët He company, with
LVMH makes w Clicquot, and H Givenchy), cosm (Donna Karan, elry (TAG Heue
LVMH’s selectiv Marché Paris d Chairman Berna about 46% of L to sell its majori Group.
LVMH announc a €12 billion de CFO of LVMH: Chairman and C
ennessy Louis Vuitton is the world’s largest luxury goods brands that cater to a life of extravagance.
wines and spirits (Dom Pérignon, Moët & Chandon, Veuve Hennessy), perfumes (Christian Dior, Guerlain, and metics (Nude, Fresh, and Benefit), fashion and leather goods Givenchy, Kenzo, and Louis Vuitton), and watches and jewer, Bulgari).
ve retail division includes Sephora cosmetics stores, Le Bon department stores, and 61% of DFS Group (duty-free shops). ard Arnault, the richest man in France, and his family own LVMH through Groupe Arnault. In 2016 the company agreed ity stake in Donna Karan International to G-III Apparel
ced in 2017 that it is to take full control over Christian Dior in eal. Jean-Jacques Guiony CEO of LVMH: Bernard Arnault
Consumers have become more demanding, more discerning, and less predictable in their purchasing behavior, which is being radically reshaped by new technologies. shortening the length of the fashion cycle to integrating sustainable innovation into the core product-design and manufacturing processes. By 2018, global digital sales for women’s luxury fashion are expected to grow from a current 3 percent of the total market to 17 percent, for a total market size of $12 billion. many luxury brands are now more comfortable selling and marketing on both their own site and that of select department store or pure play luxury e-retailer partners in select markets. Brands have come to accept that these channels are not mutually exclusive, since they target different shopping occasions and therefore different consumer groups.
Market Analysis
the brand. Celine is a French Ready-to-Wear brand that is known for its luxury garments and leather goods. The brand was founded in 1945 by Celine Vipiana, and has expanded over the years into a renowned fashion house. In 1996 Celine was acquired by LVMH Group, which runs 70s brands in different sectors such as wine and spirits, fashion and leather goods, accessories, and perfumes. 2008 brought the addition of Phoebe Philo as Creative Director, and she has been the heart of the brand ever since.
Brand Identity Matrix Symbols
Celine is a Parisian luxury brand that offers new and timeless leather goods designed for wealthy and elegant woman looking for effortless beauty. “Simplicity is the ultimate sophistication” Leonardo Da Vinci. At CÉLINE the products are central to everything and speak for themselves. Ready to wear, leather goods, accessories and shoes: each item is crafted to be beautiful and practical, without artifice, in tune with the everyday lives of the women for whom it is designed. CÉLINE’s focus is on “less but excellent”. Rooted in the present, CÉLINE writes its history day after day: exploration, creative energy and committed choices lie at the heart of its culture. This explains the brand’s ability to be full of surprises.
KEY COMPETITORS
Chanel Louis Vuitton Gucci Balenciaga Saint Laurent Fendi Chloe Burberry Prada Hermes
marketing strategy. In the past, Celine was more traditional and conservative with their marketing. They don’t have an online store, and they only joined Instagram this past February. Up until this past year, they were firmly against having any social media accounts, and only gave in because it was a necessary progression.
marketing strategy
Website: -minimalistic -easy to navigate -links to instagram, wechat, and linkedin on bottom of site -images of previous fashion shows Instagram: -Relatively new -minimalistic -show pieces from their new collections -occasional aesthetic or vibe post -786K followers, does not reach a massive audience (vs. Gucci or Louis Vuitton with over 20mil) WeChat: -Launched an account on WeChat in November -First post was decently successful -900 million Chinese users=huge amount of access to the Chinese public -Don’t have to exit app to shop so it’s a seamless browsing experience -”The app’s real value for luxury brands is to manage the customer relationship and [integrate] the online and offline [experience]”-Yiling Pan, associate editor of Jing Daily -Chinese market is overtaking Western market in terms of apparel and footwear sales, so the shift to appealing to their market is natural
CURRENT DISTRIBUTION
ONLINE DISTRUBUT
Celine doesn’t currently have a la presence online due to the lack of p chasability. However, this curates th collection and increases a buyers lust a Celine branded prod
TION
arge purheir t for duct.
STORE-IN-STORE DISTRUBUTION
Celine stores focus on one product category, such a handbags. An additional skincare line would fit in with their current marketing and distrubution. The products would be featured individually on shelves to create a sense of limited product. WHOLESALE DISTRUBUTION
Celine offers their products, mainly handbags, in a select variety of curated upscale stores.
PERCEPTUAL MAP
Brand Analysis Celine is owned by the LVMH group, who is a company of publicly, French-based multinational luxury goods that focuses on high quality products. Celine’s customer is elegant and mature, who’s style is strong, classic and feminine. The usual customer is a white working woman between thirty or fifty years old, has an annual income around $150,000$200,000, and lives in a large urban area like New York City, Paris, Milan or London. She is active, constantly traveling, college educated and well-poken. She most likely drives an expenisve car and lives a life of luxury. The products consist of ladies ready-to-wear, shoes, leather goods, and accessories. The brand has a no-logo approach, and symbolizes minimal and pure aeesthetics, with classic, clean and timeless products.
SWO STRENGTHS
-Unique products -This is a global industry -Well-known brand image -brand loyalty -Strong brand image -Quality products
-Diversification -Exclusivity -Financial resources -Worldwide stores -Sold in select department stores -Strong image control
WEAKNESSES -Limited customer -Limited ecommerce -Price strategy -Only 4 collections a year
--brand portfolio -competitive market -private company -change of creative direction
WOT OPPORTUNITIES
-brand portfolio -competitive market -private company -change of creative direction
-Limited customer -Limited ecommerce -Price strategy -Only 4 collections a year
THREATS -New products and technologies change demand -The bargaining power of suppliers is high -Increasing costs raw material -Changing customer store
-Existing competitors -Fast fashion copying designs -Counterfeit -Growing advocacy against animal leather (create alternative vegan leathers) -Eurozone financial crisis -Currency fluctuation
LOCATION AREA ANALYSIS SOHO Soho is a well loved, unique, mixed and lively neighbourhood. Soho is a district that is alive 24 hours a day.
It is famously home to the UK’s thriving world class media and lm industry. The area is at the core of London’s food and drink scene and has a remarkable heritage of music venues, entertainment and night life. As a result a varied mix of users come to Soho every day in addition to the sizable resident population. Soho is a living neighbourhood with a complex mix of uses both at street level and on the oors above. The public realm needs to work for residents, businesses and visitors alike. The predominant character of Soho’s streets is created by smaller buildings, varied uses, shops, of ces, cafés, restaurants and bars at ground oor as well as a number of residential units. Street space is shared between pedestrians, vehicles, deliveries, parking, cyclists and in some locations pavement tables, chairs and outside drinking areas.
TARGET CUSTOMER PROF
-around 35-50 years old weal boomers -25 young millenials -gender: Female -House hold income around $2 -Empowered single or family o -upper higher social class -High educated background -Art enthusiast -Cultured and well traveled -Mostly homeowners -Innovators -high income with abundant re -successful and sophisticated
FILE
lthy baby
200,000 oriented
esources
As Seidler (2012) has mentioned that CÉLINE signature style has strong in balance of femininity and classic design, the main customers are the women who are smart and modern looks. According to the demographic segmentation, most of them are females who are 30 years old and above, have high income level and work outside as working women.
PESTLE
POLITICAL -political stability -low barriers of market entry -experienced political environment -positive tax policy -low trade restrictions -largest government budget in the United states for this city -Democratic party holds majority
ECON
-public investment develo -marke -competitiv -high pro -tax -sustainable g -huge economic m financia -Manhattan is the c finance and co
NOMIC
ts in research and opment et size ve market oductivity xes growth rates market and premier al center center of banking, ommunication
SOCIAL -education level -Highly educated sector -Many amazing schools in surroundings -new acquisitions -workforce -income level is at a constant increase -growing demand
TECHNOLOGICAL -government regulations -technological capacity -mobile technology -increasing automation -technological and industry concentration -Increasing technology in the area -Implementation of new technologies in stores (skincare smart mirrors)
LEG
-government -technologic -mobile te -increasing -technological and in -building re
GAL
t regulations cal capacity echnology automation ndustry concentration egulations
ENVIRONMENTAL -infrastructure -polluted area -Air pollution density -business sustainability -climate change -recycling -telecommunication services -raw materials
LOCATION ANALYSIS OF SELECTED MARKET SHOPPING HABBITS
Studies have shown that shoping in-store as oppo to their online vs in-perso
Shoppers in the area are point brands such as Ce a beauty line would fit in current product positioni
t women prefer osed to online; similar on dating preferences.
e shopping high price eline. The introduction of n perfectly with the ing.
High End Retail in the area: • • • • • • • • • • • •
Acne Studios Alexander Wang Flagship Store Bloomingdales Apple Store Isabel Marant Simone Rocha Red and White SPA Milan Luxury Buscemi Next Management Moschino Boutique Halston Heritage
Area Justifications
Lower SoHo Manhattan
Customers already know Celine will definitely che
Céline is a luxury brand experience. The French like the Luggage Tote, a stand-alone boutique—th pristine and luxe as its M will drive people into th are not sold online.
Shoppers in the area ar because it is up to their
n
w Celine’s current location, so the customers that shop at eck out the pop-up shop as well.
d without an e-commerce site, so shopping here is an exclusive cult label is minimalist and trendy, with statement-piece bags, are among its major sellers. This is Céline’s second NYC here are a half dozen or so others in the US - and it’s as Madison Avenue location. The exclusiviety of the pop-up shop he store since it is the only Celf by Celine store, and products
re shopping expensive brands and would shop Celine beauty standards and status.
Galleries in SoHo: • Paul Nicklen Gallery • CIMA • Peter Freeman Inc. • The Drawing Center • Alexander and Bonin • Postmasters Gallery High End Restaurants & Bars: • Mercer Kitchen • Pegu Club • Dominique Ansel Bakery • Balthazar • Blue Ribbon Brasserie • The Dutch • Lauderee High End Hotels: • Westbury Hotel • SIXTY SoHo Hotel • Crosby Street Hotel • The Mercer
Area
a Factors & Attractions Celf by Celine pop-up shop is located on a one way street right next to the Celine store. SoHo has evolved into one of New York City’s prime shopping districts. SoHo still features galleries, though these days the work within them tends toward the more high-end commercial, matching the luxury boutiques and independent-designer outposts that characterize the area. Besides the luxury retail, the area has many excellent restaurants and bars.
HEALTH AND SAFETY -Employees will undergo strict training so they will understand the brand, the products and health and safety regulations -The store will be fully equipped for fires and we will have all the required safety measures -We will undergo a safety inspection before launching the pop up shop ensuring the safety of all consumers -Doors will open outwards -Disabled people will have no problem coming in the store since we are on the first floor and the staff will be trained to assist these customers
LEGAL ISSUES We are renting the building and will not undergo renovations. The space is already functional for our vision. In that matter, we will still decorate the building to fit the Celine aesthetic. We will have window displays which won’t be an issue since it is on our property. This is not considered a historical location. Since we will be affiliated with fashion week, we will be advertised in that way. We will be renting for 5 months and will sign a lease for that duration.
LOCAL TRADE LAWS, RESTRICTIONS AND TAXES The Federal Trade Commission (FTC) enforces federal consumer protection laws that prohibit fraud, deception, and other unfair business practices. The FTC also enforces federal antitrust laws that prohibit anti-competitive mergers and other business practices that restrict competition and harm consumers. Trade regulation rules have the force of law. Other federal agencies that assist in trade regulation include the Department of Commerce (DOC) and its bureau, the International Trade Administration (ITA). The DOC promotes economic growth, jobs and technological advancement. The ITA promotes trade and investment through enforcement of U.S. trade laws and agreements, and works to strengthen the international trade position of the U.S.
Purchases above $110 are subject to a 4.5% NYC Sales Tax and a 4% NY State Sales Tax. The City Sales Tax rate is 4.5%, NY State Sales and Use Tax is 4% and the Metropolitan Commuter Transportation District surcharge of 0.375% for a total Sales and Use Tax of 8.875 percent.
RENT/SQ. FOOT $100/sq. foot/month 1,233 sq. feet $123,000/month
Celine, Soho location (next door): $150 per sq. f 4,400 square feet for main floor
Surrounding stores range in size and are betwee $70-150/sq. foot
foot
en
HUMAN RESOURCES HR budget: Salaries 3 full time employees: 40 hrs a week x $25 = $54,000 2 part time interns: 20 hrs a week x $15 = $10,800 Security $15,000
We will have three full time employees who will work 40 hours a week at $25/hour as well as two part time interns who will work 20 hours a week at $15/hour. Furthermore, we will have constant security present in store.
LO A
63 Wooster St. Soh
OCATION AND ADJACENT RETAILERS
ho
-Store will be next to Celine store on 67 Wooster Street, NY in Soho -Chose location because Celine store is already there, so customers will know where to go and will be able to shop both the main collection as well as the pop up shop brand extension -Soho is a one of the best shopping districts in the country/world
CONCEPT/DATE JUSTIFICATION
Celine is a very fresh, pretty, and luxurious bran and skincare seems like a natural fit for a brand extension. Keeping a good skincare routine allows you to look and feel your best naturally, so Celine’s skincare items will be made with the best ingredients, with a price point to match. As Celine is already a luxury brand, the consumer shopping the Celine Celf line will be affluent and sophisticated. The purpose is to indulge in the freshness that skincare brings and experience the luxuriousness of a high end skincare line.
nd,
s
d
e
The pop up shop will be open from September 1 to January 4. Consumers will first be exposed to the products during Fashion Week where we will provide gift bags for the attendees to test the products and promote on social media. Then, consumers will be able to shop the line all through the fall and holiday season.
TECHNOLOGY 3D Mirror Technology Celine Celf will use 3D mirror technology to enhance the customer’s experience in the store, and while using our products. These mirrors will use cameras to analyze a person’s face and determine their skin type, while also suggesting products and showing an enhanced view of how those products affect the skin. Celine will also offer an app with similar technology, so that customers can test their skin types at home and be incentivised to go into the store.
FINAL PRODU
UCT DESIGNS
serums
by
dry skin serum 3.0 oz. / 88.7 ml
by
dark spots serum 3.0 oz. / 88.7 ml
by
oily skin serum 3.0 oz. / 88.7 ml
moisturizers
by
day moisturizer 3.0 oz. / 88.7 ml
by
by
by
ultra rich eye cream 1.0 oz. / 29.57 ml
ultra rich moisturizer 3.0 oz. / 88.7 ml
cleansing oil
cleansing oi 5.0 oz. / 147.8
il 87 ml
by
5oz/147.87mL
PRODUCT PLAN
by
by
by
by
VISUAL DISPLAY
Pop-up Shop Objectives
• Further the Celine brand • Open up to an entirely new market to keep loyal customers and gain new customers. • Most affordable category within Celine so aspiring Celine customers can feel like they are participating within the brand and feel apart of Celine
pop-up shop ambiance
FINAL STORE LAYOUT
T
FINAL STOR
RE DESIGN
PROMOTIONAL MATERIAL
by
by
LAUNCH PARTY -Launch party budget: $48,000 -PR product launch advertisement: $8,000 -Guest will be invited exclusively -We will invite influencers, artists, loyal customers, press (approximately 70) -All invitation will be sent out by the mail and personalized $2,000 -Artist: Melody Gardot $10,000 (including all equipment) -Goody bags: filled with our products specific to the -guests skin type and preferences $5,000 -Decoration (flowers, plants, installations) $5,000 -Photographers $6,000 -Catering (sushi) including beverage: Dean and Deluca soho $10,000 -Security $1,000 -Lighting $1,000
Promotional Plan Social Media - Instagram Ads, Instagram posts by Celine Emails sent to current Celine customers Goody bags at Celine show - a mix of sample size skincare products In Store advertisement beforehand - In store signage with date and time of launch Influencers PR packages - Influencers will excite followers about the product launch and pop-up shop PR for product launch magazines (Vogue, Elle, Marie-Claire)- article about the new skincare product line by Celine (information and news on pop-up shop), ads involving an aesthetically pleasing photo of final products
-Promotional plan budget- social media/ PR kit/ advertising -Social media team $20,000 -Social media influencers (Carodaur, Adenorah, saoirse ronan) $15,000 -send out emails to Celine customers $2,000 -Goody bags at Celine show $8,000 -In Store advertisement before hand $6,000 -Influencers PR packages $9,000 -PR for product launch magazines (Vogue, Elle, Marie-Claire) $10,000
Rent $100 x 1,233 = $123,300 x 5 months = $616,500 Decor $30,000 Fixtures $10,000 HR budget: Salaries 3 full time employees: 40 hrs a week x $25 = $54,000 2 part time interns: 20 hrs a week x $15 = $10,800 Security $15,000
EXPENSES BUDGET
SALES FO
ORECAST
MARKUP
UNIT
TS
PROFIT AND LOSS STATEMEN
NT
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