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Contents! Eva Salisbury! 200764955! Fashion Promotions!

Figure 3: Valentino Advertising campaign!


3| Marketing communications definition! ! 5| Brand definition! ! 7| History & USP! ! 9| Target Market! ! 10| Competitors! ! 15| Brand Pyramid! ! 19| Product Analysis Table! ! 21| Marketing Communications! ! 34| Valentino Viaggi !

Figure 4: Valentino Advertising campaign!


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Figure 5: Valentino Advertising campaign!


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1.! Marketing communications definition !  ! Marketing communications is encompassed in the promotions element of the marketing mix. It can be defined as the range of tools a company will use to convey a range of promotional messages to it’s target market (CIM, 2009).Marketing communications incorporates the use of advertising, PR, visual merchandising, packaging and other communication activities that are designed to influence customers’ attitudes (Jackson and Shaw, 2009).These tools can be used in isolation but are more effective when used in conjunction with each other for maximum impact (CIM, 2009). ! !!


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Figure 6: Valentino Advertising campaign!


Figure 7: Valentino catwalk!

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Definition of a brand !  ! A brand is defined as any company, product, person or service, which acquires a distinctive identity that communicates certain meanings and values to its customer base. (Jackson and Shaw, 2009). A brand can be identified through its name, logo, slogan, physical products and retail environment (Posner, 2011). This enables a company to differentiate the brand from its direct competitors and convey a certain range of values or meanings that will influence customer-buying behaviour and satisfy buyers individual needs (De Chernatony & Mcdonald, 2003). !

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Figure 8 & 9:! Valentino Garavani & Valentino store!


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3.! Valentino’s History & USP!  ! Valentino Garavani is universally admired for his exquisite couture creations and red carpet gowns. Now retired from the label, he remains an influential figure in the fashion world (Vogue, 2012). Having established himself as a haute couture designer in Italy by 1967. He went on to design his most innovative collections, working with the concept of no- colour by focussing on beiges, white and ivory hues and created his iconic V trademark label (Vogue, 2012). In the summer of 2008, after announcing his retirement, Valentino went on to create his last ever ready to wear show in Paris, which was modelled by Naomi Campbell and Eva Herzigova (Vogue, 2012). Now in the present day, Valentino is under the control of CEO !

Stefano Sassi and creative directors Maria Grazia Chiuri and Pierpaolo Piccioli (Valentino, 2015). Stefano Sassi has helped rejuvenate the brand into an innovative and unique powerhouse, through product extension ranges and diffusion lines whilst still staying true to Valentinos core principals of femininity, elegance and distinct design. ! Valentinos prestigious heritage remains paramount to its USP, combining innovative design through artistic collaborations with emerging and renowned artists (Valentino, 2015), elegant construction, distinctive fabrics and embellishment which makes a garment truly Valentino. ! !


Figure 10: Target market!


9|! Figure 11: Charlotte Groenveld!

4.! Valentino’s target market !  ! Valentino has moved away from its traditional target market of only being accessible to the elite few and brought a brand that focussed on exclusivity to now focus on providing elegance, modernity and an air of coolness to the brand (BOF, 2014). Valentino whose core consumer is 25-40 year old woman, maintain its original market of socialite’s and celebrities but also appeals to; the modern day young, chic and well travelled upper class woman who want elegance, femininity and modernity tied into one (Valentino, 2015) A typical Valentino customer would be a high powered entrepreneurial women used to living a luxurious city lifestyle. Exclusivity and innovative style is central to her needs, as well as an interest in travel, culture, art and social events. !  !


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Competitors!

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Figure 12: competitor images!


High Brand recognition

Conservative style

Perceptual ! Map!

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Innovative style

Figure 13: perceptual map!

Low Brand recognition


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Prada much like Valentino has a prestigious heritage and a strong global presence with stores across 70 countries (Prada group, 2011). Prada reflects similar aesthetic values to Valentino, maintaining high quality craftsmanship, innovative and sophisticated designs. Prada has a similar product range to Valentino offering; men and women’s leather goods, clothing, footwear, eyewear, fragrances and mobile phone accessories (Prada group, 2014). Prada

uses similar communication c h a n n e l s t o Va l e n t i n o however focuses on short films and cinema as part of their advertising strategy. Prada offers a slightly higher price architecture to Valentino, with leather goods ranging from ÂŁ680.00 to ÂŁ4,165 (Prada, 2015). Prada targets a more elite clientele, offering a made-tomeasure service for its collections in stores and made-to-order shoe service (The guardian, 2014), tailoring each individual item to its clients needs. ! Figure 14: Prada collection!


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Figure 15: Chanel collection!

Gabrielle Chanel opened her first shop in Paris creating simple and elegant hats in 1910 and in 1913 revolutionary sportswear t h a t c h a n g e d w o m e n ’s relationships with their bodies and a new way of life (Chanel, 2015). Chanel now focuses on providing timeless style and elegance through haute couture, ready-to-wear collections, jewellery, and watches. Valentino and Chanel both concentrate on providing elegant yet iconic pieces for both women and men,

focussing on using innovative fabrics, textures and construction. Products cannot be ordered online opting for exclusive distribution through stores and concessions. Chanel targets a lower value target market through skincare, makeup and fragrances, o f f e r i n g a l owe r p r i c e bracket to its target market than Valentino. Chanel and Valentino have a similar promotion strategy focussing on print advertising and social media. !

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Figure 16: Dior collection!

Dior much like Valentino fo c u s e s o n r o m a n t i c, elegant and constructed design in women and men’s ready-to-wear collections, haute couture, leather goods, shoes and accessories. Dior also offers a more extensive product r a n g e t h a n Va l e n t i n o, indicating a more developed price architecture across a range of target markets starting from fragrances, make-up

and skincare, which can be bought online to the readyto-wear and haute couture collections that are only available in boutiques. Unlike Valentino, Dior’s ready-to-wear collections cannot be bought online, enabling Dior to maintain high exclusivity. Instead the website acts as a marketing tool for clients to look at the inspiration, history and key looks for collections and catwalk shows online. !  !


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6.!

Brand Pyramid! Valentino is available in over 90 countries, in 160 directly operated stores and featuring in 160 concessions worldwide (Valentino, 2015). Valentino offers a wide product range across a number of product lines displayed in the brand pyramid: !  ! •  Apparel! •  Leather goods! •  Shoes! •  Accessories! •  Jewellery! •  Fragrances! •  Eyewear! •  Scarfs! •  Furs!

Haute couture!

Valentino ! Pret a Porter!

REDValentino! ! Valentino Garavani!

Licensed furs, silks, fragrances, eyewear !


Figure 17: Haute Couture collection!

Haute Couture!


Pret a porter!

Figure 18: pret a porter collection!


Figure 19: Valentino Garavani collection !


7.! Product line

19|! Ethos

price range

Main marketing communications

Haute Couture!

Valentino’s attire product range is its haute couture range offering a variety of collections that are uniquely and individually handcrafted in the roman atelier with a team of 40 seamstresses (Valentino, 2015). Valentino has currently displayed the haute couture collections at the Mirabilia Roma Haute Couture fashion show 2015/2016 and New York Haute Couture fashion show 2015/2016 inspired by Valentinos’ 1968 no-colour haute couture show (Valentino Garavani museum, 2012). !

Pret a Porter!

Valentino Pret-a-Porter offers ‘sophisticated and exclusive lines for men and woman’ (Valentino, 2015). The Pret-a-porter range offers a variety of dresses, trousers, tops, skirts, coats and jumpers. All apparel embraces the vivid and sophisticated patterns, construction and embroidery that create chic and modern femininity. Valentino also collaborates with emerging and professional artists to design innovative and luxurious textiles that add to the style and design of a Valentino garment. !

£5,205.00£315.00!

Valentino Garavani!

Valentino Garavani is Valentinos accessories label offering; bags, shoes, belts, small leather goods, eyewear, scarfs and jewellery. The majority of the accessories are hand-made and interpret the iconic Valentino motifs such as; flowers, bows and lace, which are combined to create incredibly modern accessories (Valentino, 2015). !

£2,555.00 £115.00!

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PR! Print Advertising! Online Advertising! Concept stores! Online website! Social Media!

RED! Valentino!

RED (romantic eccentric dress) Valentino (I-D, 2015) was launched in 2013 as a diffusion line to extend the Valentino brand to offer a younger, contemporary and more affordable line, featuring elegant fabrics and girly designs whilst still illustrating the Valentino house codes (Valentino, 2015). REDValentino offers a range of shoes, bags, accessories and apparel such as skirts, tops, coats, dresses and trousers. REDValentino is available in over 100 points of sale and in flagship stores across; Tokyo, Moscow, Sao Cannes, Rome and Milan (Valentino, 2015). !

£1.465.00£30.00!

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PR! Promo videos! Print advertising! Pop- up stores! POS! Online Website! Social Media!

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Catwalks! Promotional videos! PR! Social Media!

PR! Catwalks! Print advertising! Promo videos! Concept stores! Online website! Social Media!


Figure 20: Haute couture collection!


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8.! PR!  ! PR is essential in establishing and managing relationships with the public and media, a brand comes into contact with (Moore, 2012). Valentino uses many PR strategies to gain press and media coverage for its latest collections and enrich the brand image (Moore, 2012). ! ! !

Figure 21: Haute couture collection !

Catwalks shows !  ! Valentino uses catwalk shows primarily for the Haute Couture and r e a dy - t o - we a r collections, which are then displayed in video on the Valentino website for the public to view ( Va l e n t i n o , 2 0 1 5 ) . Catwalk shows enable luxury brands to show off and embellish the most tangible part of the brands image (Moore, 2012). Va l e n t i n o presented Haute Couture at the Mirabilia Roma Haute Couture fashion show 2015/2016 and New York Haute

Couture fashion show 2015/2016 which was inspired by Valentino no-colour collections in 1 9 6 8 ( Va l e n t i n o Garavani museum, 2015). Through using catwalk shows to present the most exclusive collections, Valentino was able to present the garments in a theatrical manner that summed up the brands identity of femininity, elegance and distinct design and to create a platform of interest and curiosity for the readyto-wear catwalks and accessories collections to follow. !


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Sponsorship!  ! Sponsorship is an effective way to gain credibility through sponsoring charity eve n t s o r m u s i c personalities that reflect the values of the brand and image the brand wants to be associated with (LeaGreenwood, 2013). Maison Valentino has sponsored the fundraising event ‘cash and rocket tour’ for the last three years (Valentino, 2015). Valentino designed a special capsule collection where 20% of the proceeds will be donated to the

causes (Valentino, 215). By sponsoring a fundraising event, Valentino enhances the credibility of the brand, which in turn will strengthen their brand image and sales, as customers want to invest in a brand that stands by moral principles. Although only the Maison Valentino sponsors the event the reputable brand image and positive press will emulate a strong brand image across all lines. !  !  ! Figure 22: Cash Rocket on tour!


Celebrity endorsement!  ! Valentino does not directly endorse celebrities to represent the brand, f a v o u r i n g h i g h p r o fi l e models to model and advertise their diffusion lines and extension ranges, which enables them to maintain a high fashion status. However Valentino does participate in celebrity seeding; loaning or donating products to a celebrity who reflect the values and style of Valentino. Celebrities can then be photographed by the media at celebrity events and promoted on Valentinos social platforms and high fashion magazines such as Vogue, Harpers bazaar and Elle wearing the latest

collections. REDValentino also use celebrity seeding however use celebrities that have a younger demographic following and the fun, chic, REDValentino lifestyle. !  ! Press release!  ! Press release offers journalists the latest news a n d i n fo r m a t i o n a b o u t collections and events that haven’t previously been available (Moore, 2012). Valentino present the latest news and press updates on their Maison website providing detail on the latest collections, events, award shows and celebrity news (Valentino, 2015). !

Figure 23 & 24: Bazaar cover & celebrity endorsement!


Figure 25: Valentino advertising campaign!


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Advertising!  ! Print!  ! The ready-to-wear and Valentino Garavani use the print advertising in high fashion magazines such as Vogue, Harpers Bazaar and Elle m a g a z i n e. A l t h o u g h online advertising is i n c r e a s i n g i n p r eva l e n c e, d i g i t a l images lack the impact of aesthetically stimulating and expertly styled fashion imagery of print advertising. Although marketing different aspects of

Valentino, both the ready-to-wear and Garavani 2015 advertising prints use the same layout, mood and emphasise Valentino’s USP.!  ! REDValentino although targets a younger audience through more upbeat, fun and playful print images and t y p o g r a p h y , R E DVa l e n t i n o s t i l l reflects Valentino’s main values through the layout, fresh faced and simple look of the models.!  ! Figure 26: Valentino Advertising campaign!


Figure 27: REDValentino Advertising campaign!


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Figure 28 & 29: online ad & YouTube!

Online and TV campaigns!  ! Online advertising and TV campaigns are used primarily to promote Va l e n t i n o ’s e x t e n s i o n ranges and diffusion lines to a wider market. Online advertising enables Valentino to have more control on who sees the advertising thus connecting with the right customer (Moore, 2012). Valentino use interactive mobile and online adverts, that consumers can click on to direct them to the Valentino website. This method was used earlier in 2015 to promote the ‘mime’ Va l e n t i n o G a r a v a n i collection through exciting

imagery and video adverts on the British vogue website to increase clickthrough to the online site (luxury Daily, 2015). ! TV campaigns have been used to promote Valentino’s fragrance lines, such as the 2012 Valentina by Valentino c o m m e r c i a l ( Yo u Tu b e, 2012). Although the commercial is targeting primarily a less affluent and wider demographic, the use of a high profile model; Fr e j a B e h a , Va l e n t i n o garments and a costly set enables the brand to maintain an image of exclusivity and create a level of aspiration for the target consumer. !  !


Figure 30 & 31: Film & home page!

Promotional videos!  ! Video has become one of the most powerful tools i n v i s u a l communications enabling brands to quickly establish a strong presence and visual identity through creative film (Moore, 2012). Valentino readyto-wear line, use promotional videos to promote the work that goes into the making of the garments and behind the scenes clips such as the ‘gentle shades of colour: Fall/Winter 2015 collection’ video (YouTube, 2015). The use

of video enables clients to see the inspiration, innovation and labour, which go into each garment. Though a wider audience can view video online, the quality and creativity of the videos create an increased s e n s e o f ex c l u s i v i t y (Moore, 2012). Video is also used to promote Valentino’s diffusion line REDValentino through high quality film and the same creative style as Valentino, however the films produced promote the lifestyle and mood of the brand through fun graphics to appeal to a younger demographic.!


29|! Figure 32: new concept store!

Concept stores !  ! Concept stores are an effective way of closing the loop between online a n d o f fl i n e s a l e s , incorporating the latest technological innovations to create an experience for customers to engage with in store (Guardian, 2014). Valentino, in 2012 created the new store concept for its men and woman’s ready-to-wear and Va l e n t i n o G a r a v a n i collections. The new store concept aims to preserve the grace and elegance of

the house while incorporating a digital revolution into its stores through innovative and iconic elements such as lighting, tone and atmosphere to create a personal experience for each customer (Valentino, 2015). ! R E DVa l e n t i n o r e l i e s primarily on its e-store, however the diffusion line does use pop-up stores to generate attention and interest from the public and media. !  !


Figure 33 & 34: Valentino & REDValentino online!


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Online website!  ! A brands website is the first point of call for! consumers to gain more information about the brand and to learn about what products and services the brand has to offer (Moore, 2012). Valentino has ‘Maison Valentino’ for haute couture, ready-to-wear collections and Valentino Garavani (Valentino, 2015). The website directly reflects Valentino’s USP by using images linking to current collections, videos, clear categories for each product range and a black and white colour scheme. By promoting haute couture collections online Valentino maintains exclusivity however they are mainly for aspiration and a point of reference. The website is targeted primarily towards a wider target audience by displaying different price points on the ready-to-wear, Valentino Garavani and fragrances which can be ordered or pre-ordered online (Valentino, 2015). !  ! !

! REDValentino is accessed on an entirely separate website, enabling the diffusion line to target and capture a much younger demographic through a more fun, i n n o v a t i v e a n d c o l o u r f u l w e b s i t e. REDValentino has created ‘red life’ a fashion forward chic lifestyle e-magazine for its target consumer to follow (redvalentino, 2015). REDValentino still maintains the femininity and distinct design of Valentino through the layout, typography and style of the main site, however with the use of cinemagraphs, bold colours and a younger tone of writing enables Valentino to differentiated the diffusion line to a younger demographic. !


Figure 35 & 36 : social media and social media logos !

Social media!  ! Valentino uses a wide range of social media platforms to interact with its customers and voice the values and ethos of the brand. Valentino uses F a c e b o o k , Tw i t t e r , Pinterest, Instagram, YouTube and Snapchat. The brand shares the latest collection images and videos, fashion shows, magazine edits and celebrities photographed wearing Valentino product and extension lines. This

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enables a wide audience to personally engage with the brand and keep up to date with the latest trends and who to follow and aspire to. REDValentino operates its own social media platforms. Although less social platforms are used, social media is central to REDValentino to engage with a younger audience with more personalised content through using competitions, art illustrations and fun hash tags. !  !


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Direct marketing ! !

Although Valentino and REDValentino do not use the traditional form of direct mail, they allow customers to subscribe to a newsletter informing customers of the latest collections and upcoming events (Valentino, 2015). This allows Valentino to remain exclusive by only targeting their direct customers but enables Valentino to collate information on their customers buying, enabling Valentino to use more personalised marketing communication (Jackson and Shaw, 2009). ! Sales promotion!  ! Due to Valentino being a luxury and exclusive brand, its target customers are willing to pay the high prices for the image and status of what owning a Valentino product provides. For this reason Valentino does not need to use sales promotions to develop customer relationships or damage the exclusivity of the brand by using sales promotions that would make higher priced product lines more accessible to a wider market.!

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Figure 37: newsletter!


VIAGGI!

Figure 38: ‘Into the garden’ pattern!


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9.! !

Valentino Viaggi Valentino Viaggi will be an extension line of the Valentino Garavani label, focussing on luggage for travel and short business trips. Valentino Viaggi is inspired by luxury traditional travel, with Viaggi translating into travel from Italian to English. The line will encompass the traditional Valentino values for staying true to the brands Italian heritage while

incorporating modernity through using innovative design and elegant construction techniques ( Va l e n t i n o , 2 0 1 5 ) . Valentino Viaggi will maintain its own unique USP, by delivering a stylish and elegant range of business and travel luggage, while remaining practical and robust for outdoor use, through using modern and technical fabrics, components and features. !  !

Figure 39 & 40: Luggage inspiration and first class travel!


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Target consumer Valentino Viaggi’s target consumer is a 30- 40 year old professional upper class woman, who is focussed on maintaining a feminine, chic and elegant style to maintain her socialite status. The Valentino Viaggi woman is extremely career driven and has worked hard to reach a high position of power. This means she spends a lot of time on short business

trips or travelling to and from the office within the city meaning her apparel and accessories, although focussed on style and elegance have to maintain practicality and comfort. The Valentino Viaggi target consumer in her spare time is a chic jetsetter, travelling the world in the comfort of stylish a n d l u x u r i o u s surroundings to explore different cities and cultures. !

Figure 41: target consumer!


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Figure 42, 43 & 44: Target consumer!


Figure 45, 46 & 47: Prada bag inspiration!

Product Range

Competitor Analysis!

Valentino Viaggi’s product range will consist of a collection of weekend, travel and business bags between a price range of £550 - £1,750. The range will focus on using modern and robust fabrics such as leather, technical fabrics, waterproof nylon lining and steel fittings. The luggage collection will have a strong focus on innovation and elegant style through the use of incorporating the latest Valentino artistic collaborations fabric and patterns on the fabricated straps, lining and zip handles and incorporate the Valentino logo on the front of each bag and on the name tag.

Prada have a similar line of travel bags consisting of large day bags, backpacks and trolley cases. Prada’s travel range is mainly although unisex is mainly targeted towards men due to the shape, style and colours used. Prada uses a range of materials from leather through to water proof nylon and technical fabrics. The style of design is relatively plain with focus on use of components such as handles and zips and placing of pockets. The price range ranges from £450 - £1,740 depending on the range of technical fabrics used and size of the bag ! (Prada, 2015). Valentino Viaggi will use similar product types and a similar price range however differ on the style, patterns and shape of the bags, due to the range being specifically for women. This means the range needs to be easy to carry, light weight and highly style focussed to be suitable for Valentino Viaggi’s target consumer. ! !

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The collection will have a strong focus on shape and construction through implementing adjustable straps and handles, pockets, shaping of the bags, which will enable them to be easy to carry, wheeled or held at ease, while maintaining style and elegance. !

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First collection! !

The large backpack will use technical fabrics for the outer bag, with focus on using motifs and inner lining inspired by the artistic collaborations. The bag will have multiple zips, pockets and a draw string fastening for practical use and combine leather adjustable straps for comfort. !

The first collection will focus on combining the ‘into the garden’ artistic pattern, through three main bags types in a range varied styles. !

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The ‘weekender’ bag will be suitable for the use of short business trips. The bag will be designed to be hand held through adjustable leather straps and stainless steel components. The outer bag appearance will be mainly leather, in a variety of dark, rich colours while the inner bag will consist of the ‘into the garden’ printed lining with zips and pockets that are easily accessible. ! !

The ‘trolley’ bag will consist of similar design elements and fabrics however will be suitable for the hold for travel and will incorporate 4 wheels and an adjustable stainless steel handle for practicality.! Figure 48 & 49: Suggested S/S 2016 colours!


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PR and promotions campaign!  ! Press release!  ! Valentino will initially send out a press statement to top priority journalists, fashion magazines and bloggers to promote the launch of a new Valentino extension line. Information given will be limited but the statement will give the time and date of the official press release. This will create anticipation and a buzz amongst press and bloggers up to the final reveal date. On the official reveal date Valentino will give out an official press release providing details of the new collection and up coming events which will be posted onto the Valentino Maison website. Top Priority journalists, fashion magazines and bloggers with preview images of the new collection and event invitation to the catwalk launch. An invitation to watch the catwalk exclusively on line will be sent to targeted bloggers. This will then lead to the press writing editorial features in high fashion magazines and blogs to increase awareness of the new collection amongst the public.!

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Coming soon to Valentino‌! ! Here at Valentino we are excited to announce the launch of a new extension line for the Valentino Garavani label. We will be announcing more information in the up coming weeks.! ! Sincerely, ! !

Valentino! !

Figure 50: Press statement release!


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COLLECTION LAUNCH | Wednesday 3 February 2016!

VALENTINO GARAVANI ! NEW EXTENSION LINE !

VALENTINO VIAGGI 2016! Official press release!

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Valentino is excited to reveal Valentino Viaggi for the Spring Summer collection Catwalk show May 2016. Valentino Viaggi will be under the Valentino Garavani label and looks to widen the product range. Staying true to the values of Valentino, Valentino has launched a new luggage collection, encompassing the heritage and innovative design of Valentino through elegant and modern takes on the classic travel accessories. Using a variety of technical and classic materials and collaborative artist patterns to produce beautifully constructed luggage bags for the sophisticated, chic, cultured and successful woman. !

View promotional images! Figure 51:! Official press release.!


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! VALENTINO!

! DON’T MISS THE CHANCE TO WATCH THE VALENTINO VIAGGI SPRING SUMMER 2016 SHOW LIVE

! VALENTINO VIAGGI! SPRING SUMMER 2016! !

Wednesday 24th June 2016, 1pm! ! The St. Regis Hotel,! Front Entrance! ! Via Vitto E. Orlando 3, ! Rome, 00183, Italy.!

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Figure 52: Catwalk show invitation !

24th JUNE 2016 AT 1PM. Live.valentino.com! ! Figure 53: Invitation to targeted bloggers!


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Catwalk!  ! The catwalk will be the main PR event and will take place in St. Regis hotel Rome, which will be shown exclusively to the press, editors of high fashion magazines such as vogue and ELLE, fashion bloggers and celebrities. This will create media and press around the catwalk due to celebrities and key figures in the fashion world being photographed at the event. The Catwalk will be based around the concept of traditional travel, incorporating Valentino Viaggi’s modern and innovative designs into a luxurious old-fashioned hotel lobby. The models will move about the runway as if to check into the hotel and will wait in the lobby for a bellboy to come collect their luggage. Many luxury fashion brands are using the Catwalk as an artistic and theatrical stage, incorporating exciting sets that the models can walk freely through.!

Catwalk inspiration!  ! C h a n e l ’s S p r i n g 2 0 1 6 / 2 0 1 7 collection was based ‘project runway’, set in a modern airport (Vogue, 2015). Louis Vuitton Fall/ Winter 2013/ 2014 catwalk created a similar concept based around a traditional British train station and train, creating a theatrical backdrop for the collection (Vogue, 2012). The runway used as an artistic and innovative concept, created excitement and a theatrical performance for the collection and the runway audience. ! !

After party! !

An after party will be held within the city of Rome, the party will be themed around luxury travel, as guests leave the hotel lobby of the catwalk and step into a first class lounge as the final part of their travelling journey. Key fashion figures and high profile celebrities will be invited to attract media coverage, as celebrities are photographed coming into the event. !  !

Figure 54, 55 & 56: catwalk inspiration. !


44|! Figure 57: Catwalk floor and seating plan! Catwalk!entrance!and!exit! High!proďŹ le!press! and!celebrity! sea4ng! Recep4on!desk,! checking!in!

Tradi4onal!bar! and!model!sea4ng!

Lower!proďŹ le! press,!guests!and! bloggers!

Catwalk floor plan The catwalk is designed as a theatrical stage, with seating for up to 300 guests. The models enter from behind the reception, make their way to check in and then take a seat at the bar waiting for a bellboy to take their luggage. Models are also seen checking out with door man opening the doors for their exit. Guests are seated either side!


45|! Press lunch and press day!  ! Valentino will gift the press will a formal lunch and a talk on the inspiration behind Valentino Viaggi. This will attract media and editorial coverage. The lunch will then follow with a luxury press day with selected media and buyers invited to view the collection. !  ! Promotional gifts!  ! Press will be given a promotional gift bag on arrival to the press day and catwalk, through sponsorship the gift bag will include luxury travel products and a travel tag incorporating the

Va l e n t i n o l o g o a n d patterns used from the first collection.!  ! Press pack and Look book!  ! Press pack and Look books will also be distributed at the press day, which will detail about the collection, promotional images of the product range, Valentino and its history and contact details. !  !

Figure 58, 59 & 60: Gift bag and promotional gifts!


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Social Media!  ! Valentino will use social media channels such as Facebook, twitter and instagram to provide the public with promotional images, press images and information of Valentino Viaggi. Valentino will provide an announcement of the new extension line, with a count down to the catwalk launch on Instagram, Facebook and Twitter, with images of patterns, photo shoot locations and behind the scene videos and images of the models getting ready. During and after the catwalk, short catwalk videos and images of models and the catwalk as well as press images will be used to create interest about the new collection. Shortly before the official launch of Valentino Viaggi, promotional images of the collection will be uploaded to Instagram, Facebook and Twitter with information about the new collection and the official launch date. !

Valen&no(Viaggi( Valen4no! is! excited! to! announce! the! launch! of! Valen4no! Viaggi,! visit! the! website! to! view! the! collec4on!on!the!catwalk.!

VALENTINO!

! VALENTINO VIAGGI! SPRING SUMMER 2016! ! Count down begins‌!

Figure 61 & 62: Social media examples!


24th January 2016 Press release statement sent to top priority press. Organise sponsorship for gift bag products. !

March to April 2016 Event invitations sent out to Top priority press and then other guests. At a later date, invitations to exclusively watch online will be distributed to targeted bloggers. !

24th June 2016 Catwalk show launch, celebrities and guests will make their way to the show via the front entrance of the hotel, to be able to be photographed for press and media. The After party will be open to high profile celebrities and key fashion figures by invitation only to remain exclusive. !

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1st August 2016 Valentino Viaggi launch online and in stores.!

3rd February 2016 Official press release statement announced to top priority press and on the Valentino website with preview promotional images for editorial and media coverage. !

14th June – 28th June 2016 Social media announcements and count down to catwalk starts on Instagram, Facebook and Twitter. This will be for the duration of 2 weeks and consist of promotional videos, introduction to the models, promotional images of patterns, holiday destinations that inspired the collection, catwalk videos and after party photos.!

STRATEGY ! TIMELINE!

3rd July 2016 Press lunch and press day with distribution of gift bags and look book. Guests will have the chance to learn about the inspiration and ideas behind the collection, view the products and interview designers. !


Reference List  ! Books!  ! De Chernatony, L & McDonald, M. (2003). Creating powerful brands. 3rd edition. Elsevier: Oxford!  ! Jackson, T. and Shaw, D. (2009) Mastering fashion marketing. Basingstoke: Macmillan Publishers Ltd.!  ! Les-Greenwood, G. (2013). Fashion Marketing Communications. John Wiley: Chichester. !  ! Moore, G. (2012). Fashion Promotion: building a brand through marketing and communication. AVA publishing: Switzerland.!  ! Posner, H. (2011). Marketing fashion. London: Laurence King Publishing Ltd!  !  ! Online!  ! Business of fashion, (2014) CEO Talk: Stefano Sassi, Chief Executive officer, Valentino. [Online]. [Accessed 18 October 2015]. Available at: http://www.businessoffashion.com/articles/ceo-talk/ceo-talkstefano-sassi-chief-executive-officer-valentino. !  ! Chanel. (2015). Inside Chanel: timeline. [Online]. [Accessed 22 October 2015]. Available from: http://inside.chanel.com/en/timeline/1910_chanel-modes. !  ! CIM, (2009). How to plan marketing communications? [Online]. [Accessed on 15 October 2015]. Available at: http://www.cim.co.uk/files/marcomms.pdf. !

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I-D vice (2015). Red Valentino launch red life and exciting new emagazine. [Online]/ [Accessed on 15 October 2015]. Available from: https://i-d.vice.com/en_gb/article/red-valentino-launch-red-lifean-exciting-new-e-magazine. !  ! Luxury Daily. (2015). Valentino uses imagery in mobile as on British Vogue. [Online]. [Accessed 30 October 2015]. Available from: http://www.luxurydaily.com/valentino-uses-imagery-in-mobile-adon-british-vogue/. !  ! Prada group, (2014). Brands: Prada. [Online]. [Accessed on 22 October 2015] Available at: http://www.pradagroup.com/en/brands/prada. !  ! Prada group, (2011). Prada group Annual Report 2011. [Online]. [Accessed on 22 October 2015]. Available at: http://www.pradagroup.com/documents/201201/E-AnnualReport.pdf.!  ! Prada. (2015). Women’s handbags. [Online]. [Accessed on 22 October 2015]. Available from: http://www.prada.com/en/GB/e-store/department/woman/ handbags.html. !  ! REDValentino. (2015). Redlife. [Online]. [Accessed 31 October 2015]. Available from: http://www.redvalentino.com/experience/red-life/. !  ! The Guardian, (2014). Made for you: Prada’s customised shoes and personalised fashion. [Online]. [Accessed on 22 October 2015] Available at: http://www.theguardian.com/fashion/fashion-blog/2014/jul/30/ made-for-you-pradas-customised-shoes-rise-personalised-fashion.!  !


The Guardian. (2014). Rethinking retail: why brands are embracing the rise of the concept store. [Online]. [Accessed 31 October 2015]. Available from: http://www.theguardian.com/media-network/media-network-blog/2014/ jul/09/retail-brands-concept-store-shopping. !  ! Valentino Garavani museum, (2012). Year in Review. [Online]. [Accessed 18 October 2015]. Available at: http://www.valentinogaravanimuseum.com/features/1391/year-in-review. ! ! Valentino (2015). Valentino maison. [Online]. [Accessed 17 October 2015].! Available at: http://www.valentino.com/experience/en/maison/maison-2/. !  !  Valentino (2015). Artistic collaborations. [Online]. [Accessed 17 October 2015]. Available at: www.valentino.com/gb/shop/artisticcollaborationmain_section !

Valentino. (2015). The new concept store. [Online]. [Accessed 31 October 2015]. Available from: http://www.valentino.com/experience/en/maison/the-newstore-concept-2/. !  ! Vogue, (2012). Valentino Garavani Biography. [Online]. [Accessed on 15 October 2015]. Available at: http://www.vogue.co.uk/spy/biographies/valentino-biography. !  ! YouTube. (2011). Valentina by Valentino commercial. [Online]. [Accessed 31 October 2015]. Available from: https://www.youtube.com/watch?v=XU0JY09OkFE. !  ! YouTube. (2015). Gentle shades of colour. Fall/winter 2015-16 collection. [Online]. [Accessed 31 October 2015]. Available from: https://www.youtube.com/user/Valentino. !

Valentino, (2015). Collections. [Online]. [Accessed 18 October 2015]. Available at: http://www.valentino.com/experience/en/maison/collections-2/. !  ! Valentino. (2015). Mirabilia Romae: watch video. [Online]. [Accessed 30 October 2015]. Available from: http://www.valentino.com/gb/shop/women/mirabilia-romae_section. !  ! Valentino. (2015). Valentino spa for ‘cash & rocket on tour 2015’. [Online]. [Accessed 30 October 2015]. Available from: http://www.valentino.com/experience/en/news/valentino-spa-cashrocket-tour-2015/. !  ! Valentino. (2015). News. [Online]. [Accessed 30 October 2015]. Available from: http://www.valentino.com/experience/en/pages/world-of-valentino/newssection/events-gb/. !  !

Images  ! Front cover: !  ! Figure 1: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Figure 2: Valentino Logo. [Online].[Accessed 24 October 2015]. Available from: http://www.valentino.com/us. !  ! Contents: !  ! Figure 3: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Page 1:!  ! Figure 4: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  !

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Page 2 & 3!  ! Figure 5: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Page 4!  ! Figure 6: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Page 5!  ! Figure 7: Valentino catwalk. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !  ! Page 6 !  ! Figure 8: Valentino Garavani. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !  ! Figure 9: Valentino store. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !

Page 9!  ! Figure 11: Charlotte Groenveld wearing Valentino. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Page 10!  Figure 12: Competitor images ! image 1: Chanel Paris Fashion week. [Online]. [Accessed 24 October 2015]. Available from: https://ioneglobalgrind.files.wordpress.com/2015/01/462341038.jpg? w=682&h=1024 !  ! Image 2: Prada Paris fashion week. [Online]. [Accessed 24 October 2015]. Available from: http://www.harpersbazaar.com/fashion/fashion-week/g5350/parisfashion-week-fall-2015/. !  ! Image 3: Christian Dior fashion week. [Online]. [Accessed 24 October 2015]. Available from:! http://newfashionwearout.com/latest-spring-christian-dior-collectionin-paris-fashion-week-2015/latest-spring-christian-dior-collection-inparis-fashion-week-2015-11/ .!  ! !! Page 11: Figure 13: Perceptual map! Page 8! Image 1: Dior logo. [Online]. [Accessed 24 October 2015]. Available Figure 10: Target market! from: https://commons.wikimedia.org/wiki/File:Dior_Logo.svg ! image 1: Valentino collection. [Online]. [Accessed 24 October  ! 2015]. Available from: https://instagram.com/p/9lrUlxvt1D/?taken-by=maisonvalentino. ! Image 2: Chanel logo. [Online]. [Accessed 24 October 2015]. Available from:  ! http://blogs.uoregon.edu/lfreeman/curriculum/fall-term-2014/aad-mktgImage 2: Valentino collection. [Online]. [Accessed 24 October media-comm-610/brand-awareness-activity/! 2015]. Available from: https://instagram.com/p/9lrUlxvt1D/?taken-by=maisonvalentino. !  ! Image 3: Prada logo. [Online]. [Accessed 24 October 2015]. Available  ! from: Image 3: Emeila Clare. [Online]. [Accessed 24 October 2015]. http://www.broadwayworld.com/bwwmusic/fashioninfo.cfm? Available from: https://instagram.com/p/9lrUlxvt1D/?taken-by=maisonvalentino ! page=logo&article=Prada !  !


Image 4: Valentino logo: [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/us. !  ! Image 5: Elie Saab logo. [Online]. [Accessed 24 October 2015]. Available from: http://diginpix.ina.fr/en/entities/36480/elie-saab.html. !

!!Image 6: Vivienne Westwood. [Online]. [Accessed 24 October

2015]. Available from: http://www.fragranceexpert.com/vivienne-westwoodlibertine.html. !  ! Image 7: Chloe logo. [Online]. [Accessed 24 October 2015]. Available from: http://www.catrosedesign.com/portfolio_category/marketing/. !  ! Image 8: Marc Jacobs logo. [Online]. [Accessed 24 October 2015]. Available from: http://logo-share.blogspot.co.uk/2014/09/marc-jacobs-logo.html. !  ! Image 9: Michael Kors logo: [Online]. [Accessed 24 October 2015]. Available from: http://www.usmkbag.com. !  ! Image 10: Gucci logo: [Online]. [Accessed 24 October 2015]. Available from: http://www.famouslogos.us/gucci-logo/. !  ! Image 11: Yves Saint Laurent: [Online]. [Accessed 24 October 2015]. Available from: http://logok.org/yves-saint-laurent-logo/. !  ! Image 12: Burberry logo: [Online]. [Accessed 24 October 2015]. Available from: http://linkhumans.com/case-study/burberry. !  ! Page 12:! Figure 14: Prada Collection.! Image 1 & 2: Prada collection [Accessed 24 October 2015]. Available from: http://www.prada.com/en.html?cc=GB. !  !

Image 3: Prada logo. [Online]. [Accessed 24 October 2015]. Available from: http://www.broadwayworld.com/bwwmusic/fashioninfo.cfm? page=logo&article=Prada. !  ! Page 13: !  ! Figure 15: Chanel Collection. [Accessed 24 October 2015]. Available from: http://www.chanel.com/en_GB/. !  ! Image 1: Chanel logo. [Online]. [Accessed 24 October 2015]. Available from: http://blogs.uoregon.edu/lfreeman/curriculum/fall-term-2014/aadmktg-media-comm-610/brand-awareness-activity/!  ! Page 14: !  ! Figure 16: Christian Dior collection. [Online]. [Accessed 24 October 2015]. Available from: http://www.dior.com/home/en_us. !  ! Image 1: Christian Dior Logo: [Online]. [Accessed 24 October 2015]. Available from: http://brandongaille.com/top-16-makeup-brands-and-theircompany-logos/ !  ! Page 15!  ! Figure 17! Images 1 - 5: Haute Couture collection. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Page 16! Figure 18! Images 1-10: Pret a porter collection. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb.!  !


Page 17!  ! Figure 19! Images 1-6: Valentino Garavani. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb.!  ! Page 20!  ! Figure 20: Haute Couture collection. [Online]. [Accessed 24 October 2015]. Available from: [http://www.valentino.com/gb. !  ! Page 21!  ! Figure 21: Haute Couture collection. [Online]. [Accessed 24 October 2015]. Available from: http://img.businessoffashion.com/1024/573/magic/site/ uploads/2015/07/01_HP_sito-1920x0_XKSA4H.jpg. !  ! Page 22!  ! Figure 22: Cash & Rocket on tour Valentino. [Online]. [Accessed 24 October 2015]. Available from: [ http://www.valentino.com/gb. !  ! Page 23!  ! Figure 23: Bazaar cover. [Online]. [Accessed 24 October 2015]. Available from: https://instagram.com/p/9lrUlxvt1D/?takenby=maisonvalentino. !  ! Figure 24: Celebrity endorsement. [Online]. [Accessed 24 October 2015]. Available from: https://instagram.com/p/9lrUlxvt1D/?takenby=maisonvalentino. !

Page 24!  ! Figure 25: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !  ! Page 25!  ! Figure 26! Images 1 & 2: Valentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb.!  ! Page 26!  ! Figure 27: REDValentino advertising campaign. [Online]. [Accessed 24 October 2015]. Available from: http://www.redvalentino.com. !  ! Page 27!  ! Figure 28: Valentino Garavani online ad. [Online]. [Accessed 24 October 2015]. Available from: http://www.luxurydaily.com/valentino-uses-imagery-in-mobile-ad-onbritish-vogue/. !  ! Figure 29: Valentina by Valentino YouTube. [Online]. [Accessed 24 October 2015]. Available from: https://www.youtube.com/watch?v=XU0JY09OkFE. !

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Page 28!  ! Figure 30: gentle shades of colour YouTube film. [Online]. [Accessed 24 October 2015]. Available from: https://www.youtube.com/watch?v=NGnHztkRwq0. !  ! Figure 31: Valentino home page. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !


Page 29!

Phase 2 Online Valentino, (2015). Collections. [Online]. [Accessed 3 December 2015]. Available at: http://www.valentino.com/experience/en/maison/collections-2/. !

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Figure 32: new concept store ! Image 34: New concept store. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !  ! Image 35: New concept store. [Online]. [Accessed 24 October 2015]. Available from: http://saharghazale.com/2013/04/09/valentino-new-storeconcept-retail-design/. !  ! Page 30!  ! Figure 33, ! Images 1 & 2: Valentino online. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. !  ! Figure 34, ! Images: 1 & 2: REDValentino online. [Accessed 24 October 2015]. Available from: http://www.redvalentino.com. ! !

Prada, (2015). Travel. [Online]. [Accessed 3 December 2015]. Available at: http://www.prada.com/en/GB/e-store/travel/product/ 2VZ065_973_F0002_V_OOO.html! !

Vogue, (2015). Chanel. [Online]. [Accessed 3 December 2015]. Available at: http://www.vogue.com/fashion-shows/spring-2016-ready-to-wear/ chanel.! !

Vogue, (2012). Louis Vuitton. [Online]. [Accessed 3 December 2015]. Available at: http://www.vogue.co.uk/fashion/autumn-winter-2012/ready-to-wear/ louis-vuitton. !

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Images! Figure 38. Garden pattern. [Accessed 4 December 2015]. Available at: http://www.valentino.com/us/shop/women/garden-couture!

Page 31!  ! Figure 35:! Images 1 - 4: Facebook and Instagram mobile. Own images.! !

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Figure 39: Luggage Inspiration. [Online]. [Accessed 4 December 2015]. Available at: http://www.henribendel.com/travel/.!

Figure 36: Social media icons. [Online]. [Accessed 24 October 2015]. Available from: http://www.valentino.com/gb. ! !

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Figure 40: First class travel. [Online]. [Accessed 4 December 2015]. Available at: https://www.bloglovin.com/blogs/skinnysticks-2642584/ photo-1791848879.!

Page 32!  ! Figure 37: REDValentino newsletter [Accessed 24 October 2015]. Available from: http://www.redvalentino.com. !

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Figure 41: Target consumer. [Online]. [Accessed 4 December 2015]. Available at: http://www.brit.co/culottes-spring-2015/? utm_source=facebook.com&utm_medium=social !


Figure 42: Target consumer. [Online]. [Accessed 4 December 2015]. Available at: http://www.harpersbazaar.com/culture/interiors-entertaining/ advice/g3894/stylish-home-offices/.! !

Figure 54: Catwalk inspiration. [Online]. [Accessed 4 december 2015. Available at: http://uk.businessinsider.com/chanel-airlines-for-paris-fashionweek-2015-10?r=US&IR=T.!

Figure 43: Target consumer. [Online]. [Accessed 4 December 2015]. Available at: http://classy-inthecity.com. !

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Figure 55: Catwalk inspiration. [Online]. [Accessed 4 december 2015. Available at: https://www.tradesy.com/blog/say-it-aint-so-marc/. !

Figure 44: Target consumer. [Online]. [Accessed 4 December 2015]. Available at: http://sheispretty.com/page/2.! !

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Figure 56: Catwalk inspiration. [Online]. [Accessed 4 december 2015. Available at: http://www.classictravel.com/hotels/the-st-regis-rome.!

Figure 45, 46 & 47: Prada bag inspiration. [Online]. [Accessed 4 December 2015]. Available at: http://www.prada.com/en/GB/e-store/travel/product/ 2VZ065_973_F0002_V_OOO.html! !

Figure 57: Catwalk floor and seating plan. Personal image.! !

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Figure 58: Gift bag. [Online]. [Accessed 4 December 2015]. Available at: http://www.ebay.ie/sch/Womens-Handbags-/169291/i.html? _sop=2&_nkw=valentino. !

Figure 48: Suggested S/S pattern. [Online]. [Accessed 4 December 2015]. Available at: http://www.valentino.com/us/shop/women/garden-couture. ! !

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Figure 49: Suggested S/S colour. [Online]. [Accessed 4 December 2015. Available at: http://0-www.wgsn.com.wam.leeds.ac.uk/content/reports/#/ Colour/w.! !

Figure 59: Valentino tag. [Online]. [Accessed 4 December 2015]. Available at: http://www.lanecrawford.com/product/valentino/-rockstudleather-luggage-tag/_/UOE827/product.lc. ! !

Figure 50: Press Statement release. Personal image. !

Figure 60: Clarins. [Online]. [Accessed 4 December 2015]. Available at: http://www.amazon.com/Clarins-Take-Off-Essentials-TravelExclusive/dp/B00K7IV0K4. !

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Figure 51: Press Release Statement. Personal Image. ! Figure 51: Press Release template. [Online]. [Accessed 4 December 2015]. Available at: http://www.valentino.com/experience/us/news/ready-to-wearspringsummer-2015-collection/! !

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Figure 61 & 62. Social media examples. Personal images. ! !

Figure 52 & 53: Event invitations. Personal image. ! !

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Consumer board:

Image 9: Business woman. [Online]. [Accessed 8 November 2015]. Available at: http://www.gotoglamourgirl.com/page/2/ !

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Image 1: Couple on boat. [Online] [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/pin/228557749817042109/ ! !

Image 10: Chic Miranda Kerr. [Online]. [Accessed 8 November 2015]. Available at: https://www.bloglovin.com/blogs/contrive-2556724/photo-3184521445 !

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Image 2: Jetsetter. [Online] [Accessed 8 November 2015]. Available at: ! http://www.hithaonthego.com/travel-tip-get-through-security-fast/ !

Image 11: : Valentino logo. [Online]. [Accessed 8 November 2015]. Available at: http://cdn2.yoox.biz/Os/valentino/logoForFacebook.jpg !  ! Brand Identity board Image 1: Valentino collection. [Online]. [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/valentino/ !

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Image 3: New York. [Online] [Accessed 8 November 2015]. Available at: http://cardigansandcookies.tumblr.com/ ! !

Image 4: Chic lunch. [Online]. [Accessed 8 November 2015]. Available at: http://www.bloglovin.com/blogs/musings-in-femininity-2170590? post=2013041507&blog=2170590&frame_type=a&viewer=true ! !

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Image 2: Valentino collection. [Online]. [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/valentino/! !

Image 5: Front row. [Online]. [Accessed 8 November 2015]. Available at: http://richesforrags.tumblr.com/post/43484218433/ fashionbygettyimages-what-an-a-lister-front-row !

Image 3: Femininity. [Online]. [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/valentino/! !

Image 4: Valentino collection. [Online]. [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/valentino/!

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Image 6: Saatchi Gallery. [Online]. [Accessed 8 November 2015]. Available at: http://www.saatchiart.com/showdown/view/showdown/12 ! !

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Image 5: Valentino advert. [Online]. [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/valentino/! !

Image 7: Art gallery. [Online]. [Accessed 8 November 2015]. Available at: https://www.friendsofflorence.org/projects/sala-della-niobe%E2%80%93-uffizi-gallery !

Image 6: Valentino shanghai store. [Online]. [Accessed 8 November 2015]. Available at: https://uk.pinterest.com/valentino/! !

Image 7: Valentino workshop. [Online]. [Accessed 8 November 2015]. Available at: http://www.instyle.com/news/valentino-new-assouline-book-review !

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Image 8: City woman. [Online]. [Accessed 8 November 2015]. Available at: http://www.adoreness.com/coats-to-conquer-streets-with/ ! !

Image 8: Valentino logo. [Online]. [Accessed 8 November 2015]. Available at: http://cdn2.yoox.biz/Os/valentino/logoForFacebook.jpg !


Image 11: Luxury hotel. [Online]. Available at: http://www.harpersbazaar.com/culture/travel-dining/advice/ g4662/favorite-celebrity-hotels/.!

Valentino Viaggi consumer board! !

Image 1: professional woman. [Online]. Available at: http://www.sortra.com/30-chic-and-stylish-interview-outfits-forladies/.! !

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Image 12: first class lounge. [Online]. Available at: http://www.wallpaper.com/travel/studioilse-transforms-cathaypacifics-first-class-lounge-in-hong-kongs-international-airport.!

Image 2: Ritz hotel. [Online]. Available at: http://www.fivestaralliance.com/luxury-hotels/london/the-ritzhotel.! !

Valentino Viaggi PR board! !

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Image 1: Press day. [Online]. Available at: http://www.bonafide-supernova.com/2015/04/jigsaw-aw15-pressday/. !

Image 3: City of Rome. [Online]. Available at: http://www.malankaraworld.com/library/Travel/Travel_vaticanand-sistine-chapel.htm.! !

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Image 2: Gift bag. [Online]. Available at: http://www.desdeelfrontrow.com/search/label/shopping%20bag. !

Image 4: Reading in the city. [Online]. Available at: https://www.flickr.com/photos/stylelab/9367524141/ ! !

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Image 3: Valentino travel tag. [Online]. Available at: http://www.lanecrawford.com/product/valentino/-rockstudleather-luggage-tag/_/UOE827/product.lc. !

Image 5: office. [Online]. Available at: http://officesnapshots.com/2015/03/11/decom-venray-offices/.! !

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Image 6: lunch with friends. [Online]. Available at: http://awelltraveledwoman.tumblr.com/post/84674359586. !

Image 4: Press release statement. Personal image.! !

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Image 5: Catwalk plan. Personal image. !

Image 7: New York city. [Online]. Available at: http://grayskymorning.tumblr.com/post/27436708653. ! !

Image 6: Anne Hathaway. [Online]. Available at: http://www.elleuk.com/fashion/celebrity-style/anne-hathaway-sbest-looks. !

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Image 8: reading. [Online]. Available at: http://onlybutaglimpse.tumblr.com/post/47999497017. ! !

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Image 7: St. Regis. [Online]. Available at: http://www.chasseautresor.ch/rome_hotels80.html. !

Image 9: First class lounge. [Online]. Available at: http://www.harpersbazaar.com/culture/travel-dining/advice/ g4662/favorite-celebrity-hotels/.! !

Image 8: Event invitation. Personal image. !

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Image 10: Coffee break. [Online]. Available at: http://theodysseyonline.com/arizona/8-tips-staying-healthyduring-finals-season/104625. !

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Image 9: Event invitation. Personal image. !


Image 10: press lunch. [Online]. Available at: http://www.bydanie.nl/press-lunch-at-amsterdam-fashion-week/. ! !

Image 11: St. Regis entrance. [Online]. Available at: http://www.stregisrome.com/rooms. ! !

Image 12: press release statement. Personal image. ! ! !

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Image 13: social media example. Personal image. !


Femininity

Distinct design

Heritage

Elegance


Jetsetter entreprenurial cultured

chic

elegant


VIAGGI


professional sophisticated jetsetter chic socialite

VIAGGI


Valentino Marketing Strategy Report