Master of Arts Fashion Marketing and Communications 2018/2019 Polimoda Sophia Beermann | Pengyue Lai | Weini Chen
When Your Own Image Is Enough. Polimoda Fashion Marketing and Communications 2018/2019
Sophia Beermann | Pengyue Lai | Weini Chen
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Content 4 Storytelling 10 Analysis 18 Action Plan 42 Bottega Veneta X Tiffany & Co. 52 Bottega Veneta App 72 Bottega Veneta Muse 114 Fashion Shows 2019/2020 122 Store Restyling 130 Long-term Plans 2020~2024 136 Influencer Safari 142 Budget 148 Appendix and Resources
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Storytelling Our big idea and the campaign concept is “Reflection.” An abundant of mirror and reflective surface elements will be used in our newest campaigns. The inspiration and meaning of “Reflection” can be interpreted in the following levels:
Level 1 6
Orphee, 1949, by Jean Cocteau
Brand Identity Mirror is to reflect the brand identity in a new way. We are inspired by Jean Cocteau’s films as well as Alice through the Looking Glass. In these films, reflective surfaces and mirrors always play an important role as a channel to an imaginary and dream world, and also implies the desire to know and transcend one’s self. Mirror symbolizes the imaginary and ideal world. The mirrors in our campaign stories represent that we want to enter a new era from our current state, to reflect a more confident image through our products. Recently we found out that Bottega Veneta erased all of their instagram pictures and followings. It seems like a manifesto that the brand made to cut-off from the past and to start a new chapter. For our campaigns, we also have models with tattoos in front of a mirror. We want to convey the concept that for a long-lasting brand, even the traces on the surface have been erased, the core values, essences, heritage will still live long and deep, just like the tattoos in the mirror.
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Level 2 Self-expression
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We want to engage our customers in our mirror storytelling, lead them to look in the mirror, see themselves, and find their true identity. Even this is a narcissistic era that people can’t stop admiring their own reflections in the mirror, our traditional target customers are not this type of people.To survive in the concrete jungle of the business world, they are trained to hide their personal feelings, looking sophisticated and professional to impress others. With the mirror element, we want to remind them to put more focus on themselves. We are reflecting the internal world that has always been neglected by these people, and telling them that Bottega Veneta will help them to express their true self. “When your own image is enough�.
Orphee, 1949, by Jean Cocteau
Level 3
Orphee, 1949, by Jean Cocteau
Target group As we mentioned above, the reflection in the mirror represents the new brand identity Bottega Veneta is going to build. Mirror can also be a medium which connects the different target groups we are trying to reach to. The young and the old, the classic and the modern. We want to build an inclusiveness of different genders, age groups, nationalities. Even with different labels, we are all reflecting through each other. Bottega Veneta will be the mirror that connects the differences, and reflects the under-represented ones.
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Analysis 11
Vision Bottega Veneta is not only about leather goods, but also a timeless and exclusive lifestyle. With a large range of products from cosmetics to leather goods to interior decors, Bottega Veneta will offer you a new definition of quality, confidence and independence.
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Mission With stronger and more clear statements and attitudes, Bottega Veneta will become a mirror where people look into it and find their true identity: Firm, Confident, Self-sufficient.
Values Craftsmanship Individuality Confidence
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Target audience: The target audience for New Bottega Veneta are independent. Like the old customers, they do not follow trends as well. But they are younger, more modern, and more curious of the world. The reason they use Bottega Veneta is not because they want to hide themselves and stay low-key in the business environment anymore, but because they are confident enough that they don’t find it’s necessary to shout out loudly.
Technology:
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The technology is still craftsmanship as this is the core value of Bottega Veneta. The products are still made with the highest quality materials, and crafted with the Italian heritage. Because our target audience are independent enough that they care more about what they feel rather than how the world look at them, they will prefer the finest material and craftsmanship as this is the way to take care of themselves.
Occasion of Use: For the New Bottega Veneta, the occasion of use become Self-expression. It’s not an obscure leather brand thay business professionals would go for anymore. It now represents a lifestyle of confidence, independence, restrain. It’s quietness and cleaness is not due to lack of identity, but represent a state of self-content. The occasion of using Bottega Veneta is not to fade into the environment, but to show an distinctive personal choice and attitude.
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trengths -Collaborations -Strong Heritage -High participation in fashion events -High popularity in small leather goods market -Outstanding craftsmanship and leather-weaving technique (Intrecciato)
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eaknesses -Unbalanced numbers of stores in markets -Overuse of intrecciato leather technique on products -High sales / profit dependance on small leather goods category
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pportunities -Sustainable Product line -Diversified product categories -Take the niche market left out by Celine -Investment in art circles and fashion events
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hreats -Shake the brand identity and lose old customers -Entering saturated market of cosmetics -Rising costs and scarcity of raw materials (Leather) -Growth estimate decreases
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Action Plan Our action plan shows the monthly activities over the next year for 2019 as well as 2020.
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To create an overview we divide the 3 parts of Bottega Veneta and look at them within 3 separated circles, which are all connected to the center the yearly time line. Next to the month we placed the dates of major fashion events, as nowadays a lot of events became nearly as relevant as the fashion shows itself. The live-stream and just-in-time communication is a communication tool which is not only used to present the collection or its celebrities, but also to receive an feedback about like or disliking the pieces and watching sales. Since the IG is deleted and Bottega did “Celine“ move the first step we change is the: a) Website: change of colors and make it more modern. In general the technology of Bottega is well done. b)Pricing of the Products: watching competitors during the years Bottega hasn’t quite risen their prices. c)Typography of Bottega Veneta: we won’t change it.
For the events we will take action as followed:
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The closest circle to the core is the line “Bottega Veneta“ which includes the existing Bottega Veneta Men / Women’s Wear strategy, followed by our research about the new creative director, Daniel Lee’s moves in Bottega Veneta. By slightly guessing and touching the idea of him, we created our own theme (as seen in storytelling) which contain this line and will be implement as followed:
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Bottega Veneta Action Strategy 4 action strategies to realize the circle of Bottega Veneta.
1. Additionally to the launch of the new Pre-Fall Collection, we’re gonna place the campaign pictures for 2 weeks in all subway windows in Paris, London, Milano, Madrid, Berlin and Amsterdam and other major cities. 2. During the year, registered clients born in 1975 and older will not only get an e-mail with the newest updates about the brand and its collections, but also advertisement envelopes to their homes. This Strategy came up while the common usage number of people in a certain age who are not that active on social media platforms and in general, the internet.To not forget about the target group which is overall wealthier and have more brand loyalty than the millennials, we will create special and customized advertisement to make connections with them. Occasions will be new campaigns, store openings or a hint of the new application and beauty line. 3. Re-Design of the Stores as described in page (122). 4. Sponsoring and promoting in collaboration and cooperation of influencers, stars and ambassadors worldwide during events, which are in the interests of people internationally. This strategy is strongly online related such as offline: New Store Launch Pre-Fall Collection MET Gala Venice Film Festival CFDA Awards Golden Globes Super Bowl Oscars Those events where chosen due the will to advertise more in the American market on one hand. On the other hand those listed are the most precious to be part of when it comes to importance and trends for the next seasons. Having a partner who’s winning or earning a special moment will cause free advertisement not only in only magazine but also be printed offline.
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The second circle presents the strategy for our new creation: �Bottega Veneta +“ (spoken: Bottega Veneta PLUS) Bottega Veneta + was born due the missing connecting to the younger target group. Creating a brand awareness and strengthen the identity of the brand due usage of the social media world is the priority of this project.
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Bottega Veneta+ Action Strategy 3 action strategies to realize the circle of Bottega Veneta PLUS
1. Valentine’s Day special will be seen in cooperation with Tiffany & Co. Printed advertisement in their’s and Bottega Veneta’s window displays, which is going be in total nearly 500 shops worldwide. Details described in page (42). 2. The application as described in page (52), will be promoted also in store at the desk as physical appearance. 3. Sponsoring and promoting in collaboration and cooperation of influencers, stars and ambassadors worldwide during events which are in the interests of people internationally. This strategy is strongly online related such as offline: Coachella Cannes Film Festival CFDA Award Pop Up Store Golden Globes The Fashion Awards Valentines Day Oscars The events for Bottega Veneta PLUS are chosen because the known for their wider target group. The invitation list ranges from famous superstars to Newcomers..Also some events such as The Fashion Award or the Valentine’s Day are mainly celebrated by the younger target group so they rather attract the millennials than the earlier born people.
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The 3rd circle, Bottega Veneta Beauty, is enclosing the Action Plan. It is the biggest but also the farest from the core. This intending placement was made as the idea of the beauty category is a whole new creation to the house of Bottega Veneta. Due the success of their perfume we further develop the segment and believe this can be one of their biggest shares in the future.
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Bottega Veneta Beauty Action Strategy 4 action strategies to realize the circle of Bottega Veneta Beauty
1. The new beauty line will be placed in magazines of the European region such as: Vogue,Cosmopolitan and Elle. One page each, to promote the launch of the new line, one month ahead the event. Also, there will be payed interview with Vogue about the ideas behind the new products. 2. Pop up stores and a launch party for the beauty line as described at page (82) 3. Valentine’s Day will be announced with simple posters in the major cities such as Paris, London, Milano, Madrid, Berlin,New York, Los Angeles, Hong Kong, Shanghai and many more. 4. Sponsoring and promoting in collaboration and cooperation of influencers, stars and ambassadors worldwide during events which are in the interests of people internationally. This strategy is strongly online related such as offline: Cannes Film Festival Launch Event Venice Film Festival F/W Fashion Show Pop Up Store The Fashion Award Valentines Day S/S Fashion Show
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Bottega Veneta x Tiffany & Co. 42
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Mockup of collaboration bracelet
Why?
The worldwide precious jewellery house combined with the traditional Italian fashion house will be a new action for both luxury brands. Tiffany & Co. has a long history of collaborating with fashion brands, social media influencers and art organizatins, such as Net-A-Porter, Dover Street Market, and Whitney Biennial. The brand is largely known and favored in the American market, and through these collaborations, we can see it is also seeking to extend its market and channels to reach broader markets such as millennial group and other regional markets. Bottega Veneta is famous for the quality of leather production. Unfortunately the accessory line does not match the finesse of the main collection.Therefore a collaboration with Tiffany & Co. would rise the level of luxuriness of the Bottega Veneta’s accessory collection. Also, the heritage of Bottega Veneta will help Tiffany & Co. to raise the awareness in the European market, make it more competitive among other European fine jewellery brands such as Cartier, Bulgari, and Van Cleef & Arpels.These brands belong to the LVMH or Richemont group, which are the competitors of the parent company of Bottega Veneta, Kering Group. Therefore, the collaboration will come to a win-win situation for both Bottega Veneta and Tiffany & Co. to rise brand awareness on a larger scale, as well as bring up the sales.
What?
The classic leather bracelet (for men and women available), will be redesigned in collaboration with the Tiffany and Co. jewelry house. The Bracelet details will flit from sterling silver to a golden cover and get an updated with a little diamond. Tiffany x Bottega will be resplendent on the top of the little charm. Customer who order within 2 weeks in advance will be able to customize the backside of it with their initials.
Where?
The new creation of the classic Bottega leather bracelets will be exclusive available on the App as a Bottega Veneta + Member and in selected Stores worldwide.
When?
Valentine’s Day 14th of February Valentine’s Day is a worldwide major consume day. With our limited edition product, we want to make this day more meaningful for our customers. A classic and timeless piece of Bottega Veneta’s leather goods combined with the glamorous diamonds from Tiffany & Co. This is the one of a kind gift to show love to your closest one.
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How?
We will create a promotion campaign for the bracelet: The bracelet will be promoted in the stores two weeks ahead the Valentine’s Day. The windows will be replaced by a simple podest with white background. In the middle the bracelet lightened by the classic Tiffany color. Both houses will upload a Instagram TV story showing how the bracelet was handcrafted and packaged to get ready for the customer.
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Mockup of Tiffany & Co.’s Instagram story for the event
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Bottega Veneta+ Application Concept
The launch of the new app of Bottega Veneta
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The App: Available for Android and Apple. The benefit by downloading the BV App will open a whole new shopping experience for the customer. Bottega Venetas benefits will be able not only collecting datas about their customers but also take the opportunity to inform their clients about news and update directly with push messages about current collections, fashion show and other events. Besides the entertaining shopping feature the customer will be able to experience are closer look to the company and its workers.
By downloading the app customers get the chance to register for the “Bottega Veneta +� membership. In this membership people register to collect points for every euro they have spend on Bottega Veneta products. Instead of showing a physical card, members can also collect points in stores by showing their personal QR code from the app. When reaching a certain number of points members will be able to exchange them into products, special offers, vip buying lists and event attendances.
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A Category: Daily Daniel
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The new house designer Daniel Lee doesn’t have an Instagram account by himself. Even though nowadays designers are usually stars and ambassadors themselves for the brand. In the app will be seen a category which will be named as: Daily Daniel. People can watch a 1 minute video updated once a week about Daniel working at Bottega Veneta. The Stories will be more or less unprofessional filmed and show him during work, lunch time or with his employee working. This is made to implement the customer a closer look behind the scenes and will open the transparency of the brand itself. The goal is to attach the people by giving them more visualities and emotions through real life scenes than posed, photoshopped pictures.
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B Category: News Showing the latest news and updates of the brand. For example: news about pop-up stores, special events, fashion shows
C Category: Events Besides collecting points for benefits, the app will include a category showing current events and exhibitions of Bottega Veneta.
D and E Category: Shows and Campaign Quick access to latest shows and campaigns.
F Category: The Collection a) Picture board of stars at current events wearing Bottega Veneta b) Combination board of private stylist who style Bottega Veneta in different ways. Researched and updated from Pinterest/Instagram. c) People who want to be featured in the app can hashtag their pictures so Bottega Veneta digitalist’s can find them (for explanation see at “Future Strategy“.) Where customer can upload their Styles and combine them with the Bottega Veneta Products.
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G Category: The Online Shop
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A digital smartphone version of the website of Bottega Veneta where customers can click and buy their favorites within a minute. It will be possible to try for example the bracelet collection within uploading a picture of themselves. An integrated augmented reality software allows customer to try the new sun glasses and other accessories on.
H Category: The Membership Login to see the settings of the users and their membership status.
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Marketing Strategy for launching the App in 4 Steps: 1) In store download App advertisement and benefit: Employees will be trained to offer a number of points due the amount of euros people spend at their first goods at Bottega Veneta in store. By directly downloading the app and register they will get immediately a starter package of 1000 points on their profile. Besides the direct communication between customer and BV employee there will be a little flyer on the cash desk which explains the need of the app.
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2) Pre-advertisement strategy before launching the app: To let people know about the upcoming App Bottega Veneta will send out teasers on the Profile of Bottega Venetas Instagram TV,Instagram Story and post within a week every day a 20 seconds short video of Daniel doing its work. It will start one week ahead of the launch date.
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a) The Teaser story: Day 1 (Monday): Introducing Daniel Lee within a Quick Question Interview: Who are you? My name is Daniel Lee Where are you from? United Kingdom What do you do? Im the new Creative Director of Bottega Veneta? Whats your favorite Ice Cream? Well…… THANKS Day 2(Tuesday): Hey Daniel, good to see you back with us. Yeah hi. So What you like the most about Milan? … What you like less the most? … Day 3(Wednesday) Showing his working routine. Day 4(Thursday) Showing his working routine. Day 5 (Friday) Showing his working routine. Day 6(Saturday) He’s talking about the app. Day 7 (Sunday) Launching the app, Daniel will explain it. b) The hashtag: #DailyDanielDigital #AppiLee Text: Join the MemberClub
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Creative director Daniel Lee
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Influencer Camille Charriere at Bottega Veneta Fashion Show
3) The actual launch day of the app: Step 1: Influencer showing in their Instagram stories how they use the app to order their favorites. Besides one video how they slide through the app. Step 2: They make 2 Instagram stories about their favorite pieces of the season. Step 3: Tagging Bottega Veneta and #BottegaVenetaAPP and #AppiLee
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4) After the launch: Step 4: Influencer who showed the order on their Instagram stories will be held to make another Instagram stories 2-6 days later by doing a unboxing story. Showing the package, the personal written card and some specials which will be added in the box.
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Step 5: After that they make screen of their reached points on their membership profile and will explain what they are excited for to exchange the points.
Points
Benefits
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Travel Kid Beauty Product worth 100 Euro
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Bottega Veneta Candle worth up to 300 Euro
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Free customizing for small leather goods
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Mockup of travel set for points exchange
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#BVwithme
Long-term Plans page (130): When the first digital media move is done, we will repeat the cooperation with influencers every month.
About the collection category: How it works: People who want to be featured in the app can upload and hashtag their pictures so Bottega Veneta’s digitalists can find them. It will be a open call competition where customers can upload their styles and combine them with Bottega Veneta’s products. They have to find a creative subtitle which describes their style in 3 words while adding the hashtag #BVwithme. Every week there will be one picture crowned as the winner and uploaded in the Instagram Story of Bottega Veneta and be added to the category of “The Collection“ in the app.The creators will be named in both and get the chance to be a future inspiration for the community. By the end of the month one of the 4-5 weakly winners will get the chance to win a little surprise gift from Bottega Veneta.
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BOTTEGA VENETA M
A Muse
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Limited edition scented candles for the beauty line, app members only.
The Bottega Veneta beauty line inherits the concept from the main collection. We want to help our customers to realize that they can be beautiful, powerful, and confident in their own way. Just like our concept board suggests, mirror could be a reflection of one’s inner world, self-consciousness and dreamland. Bottega Veneta Muse is an extension of the confident and independent identity of the brand: “When looking in the mirror, you are your own muse.”
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The reason to add a beauty line to Bottega Veneta is because that according to our research, beauty products generate a significant amount of revenue. Fashion brands such as Christian Dior, YSL and Chanel are all seeking relevance in the makeup and cosmetic criteria.
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Since the main collection of these designer fashion brands are obviously only financially accessible to a certain group of shoppers, they come up with the fragrances and beauty lines to reach to a larger group of customers who couldn’t afford the main collection.
The beauty collections brings up the sales significantly without hurting the brand identity and culture. The financial report of 2017 shows that the beauty products takes up to 40% of the total annual revenue of Christian Dior.Therefore, we believe that the Bottega Veneta Muse can reach out to a larger group and bring up the sales of the brand, while maintaining the brand culture and identity. The beauty line will be launched with few but essential products, including primer, powder, foundation, lipstick, lip balm, lip gloss, and mascara. The packaging reflects the high luxury and timeless style of Bottega Veneta, with the signature intrecciato pattern imprinted on the package or on the pressed powder.
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Foundation will be released in more than 40 shades, in order to fit all different skin tones. All the products are created with natural and organic formulas, and there is no animal testing involved in the production. Therefore, we plan to launch the line on The Earth Overshoot Day.
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Example of shades for foundation, reference from Fenty Beauty
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Earth Overshoot Day campaign
Earth Overshoot Day: We want to remind our audience that we use more ecological resources and services than nature can regenerate through overfishing, overharvesting forests, and emitting more carbon dioxide into the atmosphere than ecosystems can absorb. Therefore, we use all organic and natural formulas that produce as less pollution and waste as we can. We will build the most sustainable products among all the luxury cosmetic brands.
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Grand Hotel Tremezzo
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Lake Como
Launch Location: Lake Como
It is the third largest lake in Italy. It has been a popular luxury and aristocrate vacation destination since Roman times, therefore embodies Italian heritage. In the modern days it is still a popular travel site with many artistic and cultural attractions nearby. Many famous people have homes on the shores of Lake Como. In 2014, The Huffington Post called it the most beautiful lake in the world for its microclimate and environment with prestigious villas and villages.
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Example of the parent-child event
Event: The event will be taking place at the Como Lake, with a platform overwatching the como lake. We will have the event that every female influencer brings her dad and every male influencer brings his mom. When they arrive at the Villa in Tuscany they have to do one Instagram story how they open their welcome present. The present will Include: chocolates, a card, flowers and the cosmetic products of Bottega Veneta. A magician will be onsite to entertain our guests Influencers will share an intimate time with their parents together, by selecting products and getting a full makeup look with the new Bottega Veneta cosmetics products. Makeup artist and photographers will be there to explain the concept of product and documenting the times with their parents. All influencers and parents are encouraged to get a makeup, no matter what’s their age or gender. Bottega Veneta Muse promotes a full inclusivity that anyone could use our product to feel beautiful, powerful and become their own muse. Here we spread a message about love, family and good vibes.
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Distribution (right after launch): After the launch day, the products will be available on the BV website and in the boutiques of all Bottega Veneta stores.
Promotion:
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Offline advertising through posters in main cities - posters and billboards Online advertising : -Creating a new Instagram account for Bottega Beauty -Collabration with influencers, and ambassadors -Youtube: Bottega channel, makeup tutorials and vloggers collabrations.
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Mockup of the Instagram profile page for Bottega Veneta Beauty
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Mockup of the pop-up store with our “Reflections“ concept
Pop-up stores (October): We will create pop-up stores in October to further heat up the beauty profiles and prepare for the Black Friday. Pop-up stores will be distributed to major cities. All the stores will be located in natural open spaces near the city, such as parks/suburb open spaces. The environment will give the individuals a feeling of nature, which reflects the concept of our beauty products - natural, organic and against animal testing. We will build mirror houses to represent our concept, as well as the modern and clean aesthetics of the brand communication. The mirror houses will reflect the natural environment, creating a clean and relaxing view. News will be sent out two weeks ahead on our website, newsletters, and instagram page. People can register on the app to get chance for a free makeover with our products. During that day people can go to the store to get a makeup by professional makeup artists. They are also encouraged to take photos of our installation, to talk with our staff and learn more about our concept, or just spend a good time with their friends and immerse in the natural and artsy space we created.
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Valentine’s Day campaign:
Valentine’s Day special lipstick trio kit
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Pre-order: if you have membership on the app, you can order in advance and it will come to you on the day On the day: limited amount in-stores, first come,first serve.
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Gigi Hadid at the backstage of Bottega Veneta Fall 2018 RTW NYFW
During Milan Fashion Week: Backstage live-stream of makeup artist using only the new Bottega Veneta products for the show. Afterwards filming 5 of the most famous ones who’ve been taking part (add 5 names from IG) in a light studio and cut the sentence what they like about it. (usage IG Bottega Beauty)
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Price:
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To define the price range for our new beauty line “Muse“ we are looking at our 3 major products which gonna be the lipstick, foundation and the mascara and compare them with the most known beauty brands in the luxury (fashion) segment. The Numbers are rounded up and given in the currency Euro.
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Mockup of Bottega Veneta Muse Primer
Muse
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Muse
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Mockup of Bottega Veneta Muse Foundation
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Mockup of Bottega Veneta Muse Powder
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Muse
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Mockup of Bottega Veneta Muse Mascara
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Muse
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Mockup of Bottega Veneta Muse Lip Balm
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Mockup of Bottega Veneta Muse Lip Stick and Lip Gloss
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whole view of the beauty product line
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Fashion Shows 2019 / 2020 This year we will combine men and women fashion shows, in order to save budget since our new strategies of launching Bottega Veneta Muse beauty line and implementing Bottega Veneta Plus strategies.
We will be holding the fashion shows in Paris, because it has always been held in Italy, now it’s time for some change to declare the new move of the brand and get more attention from press and media. We go away from the classic straight, dark and boring style, the first debut show will be a lighter and more modern aesthetics falls within the concept of our campaign.
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Theme: To follow the reflection theme, we plan to create a mirror maze and our models will walk through the maze. The audience might see their reflections even before their actual figure.
Invitation Invitation will be written in a mirrored format.Which means everything is backwards and you will only be able to read it when it’s reflected in the mirror. With each invitation, a mirror is attached in order to decode the backwards text.
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Entertainment We will have a magician performing while the models walking through the mirror maze.
Magic tricks involve mirrors: -Magician going through solid mirrors: In our case we can make our models going through the mirrors
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-Drinking coffee from mirror We can have our models or performers fetch things from the mirror, like getting our new accessories from the mirror. Similar concept as The Mirror of Erised in Harry Potter.
The Mirror of Erised
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Example of a magician going through a mirror
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Store New Concept Restyling
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Restyled hotel by John Pawson
Store Restyling: 140 stores are placed all over the world to present the House of Bottega Veneta. Changing them became part of our strategy as the design is clearly not touching the zeitgeist anymore. While other brand started to move away from the simple “going-in-and-buy“ strategy,- to the understanding of customers needs and integrate them to the shopping experience -,Bottega has missed out the fundamental visual change which is needed to attract customers buying offline in the stores.
Therefore we will select, besides a few individual flagship stores which already exist (see Analysis Book, page162), from each country. We will choose several stores and redesign them with the help of John Pawson. John Pawson is a British architect whose work is known for its minimalist aesthetic. His inspiration is mainly touched by the Japanese clean and color reduced appearance. Besides several international awards, he has worked already close to the fashion industry as he designed the Calvin Klein Flagship Store in 1995 in New York himself. Overall, Pawson’s work focuses on ways of approaching fundamental problems of space, proportion, lighting and the use of materials. Combining his design with the new vision of Bottega Veneta, our goal is to create a sense of modernity while keeping the Italian heritage of the brand: following the cleaner identity but not destroying it.
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Mockup of the stores with Bottega Veneta interiors
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The other extant stores of Bottega Veneta will experience a make over with the in-house interior of Bottega Veneta itself. Adding couches, carpets and pillows bringing the comfortability to what customers expect nowadays for a remarkable shopping experience.
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Long -term Plans:
2020~2024 The future path for Bottega Veneta, PLUS and Beauty.
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The future way: •Participating more international events than we have actually listed. Next to the common events we will try to place it-pieces in series in cooperation with Netflix and Amazon.
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•Yearly new ambassadors from fashion to art industry will be connect with the Bottega Veneta lifestyle. Men and women will be chosen to present each of the new collection for Ready-To-Wear and the beauty line for a period of time and work closely together with the house. •As they have done it once in New York in cooperation with an art gallery, we would like to keep going with the “Young Designer Award“ as a special evening event to celebrate for. Once a year, in November fashion people will be invited to the special event … •The beauty line will receive an extension to skin care and a wider range of cosmetic products. Besides that, we will expand the business field of sell points and go for corners at big department stores such as Selfridges, Bergdorf Goodman, KaDeWe, La Rinascente and even Galerie Lafayette.
• As handcrafting and manufacturing are jobs which are losing step by step in the interests of growing teenagers, we are looking forward to plan a project to make sure we save the heritage of the house and get the best of the next generation of workers in our company.Therefore, besides the artisian school Bottega Veneta has already funded, we are planning cooperations with universities specialized in teaching those talents. •To keep going with our concept about the natural base of our beauty segment, more cooperation in similar sectors will follow. Collaborations with NGOs who are fighting against issues like the overuse of plastic or animal raping and use, combined with the natural heritage of Bottega Venetas materials. Examples for this could be also a cooperation with Unesco and others. Overall, our long-term goal is to set the entire house to be placed step by step as a pro-active brand which cares about the earth and its citizen.
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Influencer Safari 137
This influencer map shows you our selection of public celebrities and social media personalities who project a high-wattage aura. Each of them is either creating a certain vibe in real life or put creative content on the social media platforms which matches our idea of the Bottega Veneta image we are working on.
Thanks to social media the range of various stars and influencers got blurred. Worldwide there are too many to mention, all of the possible personas we can imagine to cooperate with. For you as a reader to know better, we decided to give you an overlook within this map and give more details about each we have chosen to work with.
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Budget
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Appendix and Resources
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Appendix
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Response from our survey
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Response from our survey
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Response from our survey
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Statistics from Statista
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Results from Talkwalker
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Results from Talkwalker
Resources Analysis Bottega Veneta Home page https://www.bottegaveneta.com/experience/en/about-us/our-history/ Kering Official Page http://www.kering.com/en/brands/luxe/bottega-veneta History of a Classic: the Bottega Veneta Cabat https://www.bagaddictsanonymous.com/guides/history-of-a-classic-bottega-veneta-cabat/
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Tomas Maier https://www.businessoffashion.com/community/people/tomas-maier https://www.businessoffashion.com/articles/news-analysis/breaking-tomas-maier-exits-bottega-veneta https://www.vogue.com/article/tomas-maier-departs-bottega-veneta Global Economy situation in 2018 and 2019: https://www.worldbank.org/en/news/press-release/2018/06/05/global-economy-to-expand-by3-1-percent-in-2018-slower-growth-seen-ahead https://www.forbes.com/sites/billconerly/2018/10/14/will-the-economy-crash-in-2019/#1f734c6a7606 Bottega Veneta Granted Trademark for Weave Design http://www.thefashionlaw.com/home/bottega-veneta-granted-trademark-for-weave-design Leather Industry https://www.theguardian.com/lifeandstyle/2008/aug/27/ethicalfashion.leather Bottega Veneta Supply Chains https://www.bottegaveneta.com/us/Help/LegalArea/SupplyChains Bottega Veneta Return Policy https://www.bottegaveneta.com/mx/Help/LegalArea/ReturnPolicy Books https://www.bottegaveneta.com/al/desk-accessory_cod51120452pg.html https://www.rizzoliusa.com/book/9780847837885/ Exhibitions https://www.bottegaveneta.com/us/unisex/ucca_grd31571
http://www.buro247.me/culture/news/bottega-veneta-reveals-exhibit-shanghai.html https://grazia.com.au/articles/bottega-veneta-masters-of-craft-event-melbourne/ https://www.luxos.com/news/fashion/2351-bottega-veneta-an-exhibition-or-knot-an-exhibition https://wwd.com/fashion-news/fashion-scoops/bottega-veneta-exhibition-opens-in-beijing-10450161/ Interviews https://www.vogue.it/en/news/vogue-arts/2018/04/18/interview-with-tomas-maier-vogue-italiaapril-2018/?refresh_ce= http://aeworld.com/fashion/changing-the-rules-of-status-dressing/ https://www.gq-magazine.co.uk/article/tomas-maier-on-the-new-bottega-veneta https://www.theglassmagazine.com/glass-meets-bottega-veneta-creative-director-tomas-maier/ http://olivia-phillips.com/grazia/tomas-maier-bottega-veneta-interview-anniversary/ http://prestigeonline.com/sg/fashion/designers/tomas-maier-celebrates-15-years/ https://www.vogue.co.uk/article/tomas-maier-bottega-veneta-creative-director-anniversary-interview https://goldenesquartier.com/en/article/tomas-maier-interview-bottega-veneta/ https://howtospendit.ft.com/mens-style/90823-an-interview-with-bottega-venetas-tomas-maier https://www.businessoffashion.com/articles/first-person/tomas-maier-says-brands-need-a-clearpersonality https://www.independent.co.uk/life-style/fashion/features/how-creative-director-tomas-maierput-bottega-veneta-back-on-the-map-a6773116.html https://www.vogue.com/article/bottega-veneta-tomas-maier-interview https://www.vogue.com.au/celebrity/interviews/bottega-venetas-tomas-maier-reveals-his-creative-process/news-story/184da304f53b7de441a0d92f91f2e6ed https://www.newyorker.com/magazine/2011/01/03/just-have-less https://www.interviewmagazine.com/fashion/tomas-maier https://www.vanityfair.com/news/2008/09/maier200809 Campaigns http://www.lebook.com/search/bottega%20veneta http://thefashionography.com/campaigns/ https://forum.purseblog.com/threads/bottega-veneta-ad-campaign-archives-pics-and-information.99894/page-4 Art of Collaborations https://www.bottegaveneta.com/us/special Press Release http://www.kering.com/en/press-releases Annual Reports http://www.kering.com/en/finance/publications BCG Matrix https://www.statista.com/statistics/442803/global-revenue-share-of-bottega-veneta-by-product-category/
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Action Plan Storytelling https://en.wikipedia.org/wiki/Alice_Through_the_Looking_Glass_(2016_film) https://en.wikipedia.org/wiki/Orpheus_(film) Collaborations https://bouguessa.com/journal/bouguessa-collaborations-with-cartier https://www.tiffany.com/ Valentine’s Day http://www.duqsm.com/valentines-day-consumerism-jewelry/ Lipstick Effect https://en.wikipedia.org/wiki/Lipstick_effect Beauty Product Price brand’s website
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Digitalization https://digitalmarketinginstitute.com/en-eu/blog/17-02-2018-digital-transformations-how-didthese-leading-brands-do-it https://www.ventureharbour.com/luxury-brand-digital-marketing/ https://catsy.com/blog/2017/10/06/all-brands-are-going-digital/ https://advantixdigital.com/luxury-brands-digital-marketing/ Fashion Show https://www.youtube.com/watch?v=XeGjBFrwhk8 https://www.youtube.com/watch?v=m-dvnb_GGFw https://www.dezeen.com/2016/09/21/scent-infused-mirror-maze-es-devlin-south-london-warehouse-uk/ John Pawson https://www.architecturaldigest.com/story/john-pawson-calvin-klein-flagship https://www.dezeen.com/tag/john-pawson/ https://www.shoppingdesign.com.tw/post/view/820?fbclid=IwAR3zpmG6pFdqWVVwL3Rz7Z5y2st5cUqDuH5aqdlkldIMW3DrnDEYBLqUauk Sustainability https://www.luxurysociety.com/en/articles/2018/07/world-luxury-brands-sustainability-has-become-business-strategy-its-own/ https://www.fibre2fashion.com/industry-article/6115/luxury-brand-marketing Long-term https://www.bottegaveneta.com/it/unisex/scuola-dei-maestri-pellettieri-di-bottega-veneta_ grd29601 https://www.synthesio.com/blog/beauty-marketing-strategies-glossier/ https://luxe.digital/digital-luxury-trends/millennials-buy-sustainable-luxury/ Influencer Safari Influencer’s social media page
Concept Video Music https://www.jukedeck.com Video https://www.youtube.com/watch?v=Fhw4D2McdS8
Special Thanks Bottega Veneta Muse Shooting STUDIO 67 Photographer: Lukas Rotter Models: Kim und Hannah Bottega Veneta Reflection Concept Shooting STUDIO 67 Photographer: Sebastian Donath Video: Paul Skulimma Models: Sara Meyn, Kassem and Hannah Make Up Artist: Lea Komminoth
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