TRUNK SHOW & INFLUENCERS EXPERIENCE FLORENCE May 18 – 19 th
th
MARCIANO TRUNK SHOW FLORENCE WHAT: Marciano by GUESS hosted an exclusive Event in Florence, in order to maximize and increase brand visibility. Guests could enjoy a special evening in the essence of Marciano by GUESS and were invited to shop and to make pre-order of MARCIANO by GUESS SS22 collections accompanied by good food and DJ set. WHEN: May 18th 06:30 PM – 10:30 PM OBJECTIVES: Create Brand Awareness amongst new and potential clients Elevate the perception of the Marciano by GUESS brand Increase the Guess List Program introducing Guess to new potential clients Promote the recently opened Marciano by GUESS store in Florence center TARGET: End consumer, local socialite, KOL, VIP and press Top spenders from GUESS Florence stores TOTAL ATTENDANCE : +160 guests NEW REGISTRATIONS IN GUESS MEMBER LIST : 9 people TOTAL SALES, PREORDER & LIVESTREAMING: + 7 K (sales / pre-sales & livestreaming) TOTAL IMPRESSIONS: 33.3m EARNED MEDIA VALUE: € € 634.9k PRESS COVERAGE: so far, 5 online articles – total reach 13.2m
MARCIANO TRUNK SHOW FLORENCE - LOCATION LOCATION – THE ST.REGIS The St. Regis Florence is grand hotel style all the way, with classic Florentine architecture, frescoes, and crystal chandeliers the hotel offers an immersion to the style and culture of the city brings the Renaissance alive. The hotel is a Florentine jewel, a historic palace designed by Brunelleschi in the historic center of Florence and ideally located along the Arno River.
MARCIANO TRUNK SHOW FLORENCE – E-VITE E- V I T E
MARCIANO TRUNK SHOW FLORENCE - SET UP SHOP AREA
MARCIANO TRUNK SHOW FLORENCE - SET UP PREVIEW AREA
MARCIANO TRUNK SHOW FLORENCE - SET UP & DETAILS
MARCIANO TRUNK SHOW FLORENCE - ATMOSPHERE
MARCIANO TRUNK SHOW FLORENCE – SALE / PRE-SALE SALES - 6 TRANSACTION Total Value of 1.190€
3 PRE-ORDERS Total value of 2.080€ PRE ORDINE
TRANS 857
2022-3
71
Marciano
2YGK229734ZP31F
SONORA SKIN
W
2022-2
TRANS 857
PRE ORDINE
PRE ORDINE
PRE ORDINE
PRE ORDINE
PRE ORDINE
PRE ORDINE
2022-3
2022-3
2022-3
2022-3
2022-3
2022-3
71
71
71
71
71
71
Marciano
Marciano
Marciano
Marciano
Marciano
Marciano
2YGK167099ZP4BF
2YGK167099ZP4BF
2YGK369739ZP0SR
2YGK346875ZP7BT
2YGK479738ZG64F
2YGN019730ZF14H
BLOOM BURST FLORAL
BLOOM BURST FLORAL
SUMMER ROMANCE
UNDERWATER LOVE TEAL
SOFT PEACH
TRUFFLE DUST MULTI
W
W
W
W
W
W
71
Marciano
2GGH099547ZG1CR
MYREA BLOUSE || PALE PEARL
W
WOVEN TOPS
11
Jewellery
JUBS01606JW
WILD ORCHID SILVER
W
EARRINGS
DRESSES
DRESSES
TRANS 858
2022-2
71
Marciano
2GGB019530ZA70K
MARYLIN PANT || TANZANITE
W
PANTS
TRANS 858
2022-2
71
Marciano
2GGH107099ZP29I
BLISSFUL PAISLEY BLOUSE || BLISSFUL PAISLEY
W
WOVEN TOPS
TRANS 859
2022-2
20
Accessorie s
HWCA8421060SRF
ENISA HIGH SOCIETY SATCHEL || SURF
W
HANDBAGS
TRANS 859
2022-2
71
Marciano
2GGK298502ZG1CR
AUDREY PORTRAIT NECK DRESS || PALE PEARL
W
DRESSES
TRANS 861
2022-2
71
Marciano
2GGK757099ZP29I
BLISSFUL PAISLEY LONG DRESS || BLISSFUL PAISLEY
W
DRESSES
TRANS 862
2022-2
71
Marciano
2GGH107099ZP29I
BLISSFUL PAISLEY BLOUSE || BLISSFUL PAISLEY
W
WOVEN TOPS
TRANS 863
2022-1
71
Marciano
1BGB329653ZG293
WARM WHITE
W
PANTS
DRESSES
DRESSES
DRESSES
DRESSES
BLAZER
Tot. 3.270€
MARCIANO TRUNK SHOW FLORENCE - LIVESTREAMING The promocode GUESSTRUNKSHOW was published and kept on top of the chat since the go-live of the recorded event. In this occasion the promo code was valid for 4 days (from Tuesday, May 24th at 18.30 to Friday, May 27th 23:59) The promotion gave a 10% discount on both GUESS & MARCIANO by Guess Spring Summer 22 Collection. Valid in Italy only. Traffic Overview – Users A significant peak was reported at 4pm, right after the delivery of the Trunk Show email communication. Compared to the previous day, at 4pm we registered a +10,84% of active users on our website.
Total Viewers: 636
Users
Viewers by Device:
Interactions:
Delivery DEM h 15:00
h 18:30 Start Live
h 19:00 End Live
Redemption Promocode Online*
32 in store transactions w i t h t h e u s e o f t h e p r o m o c o d e f o r a t o t a l a m o u n t o f €2.994,30
Additionally, were recorded # of orders
6
Revenues
Revenues
(Gross VAT)
(Net VAT)
€ 776
€ 606
Units
8
AOV
AOV
(Gross VAT)
(Net VAT)
€ 129
€ 101
UPT
1,3
Tot. € 3.770,3
MARCIANO TRUNK SHOW FLORENCE – GOODIE BAGS W O MA N CA D E A U X Printed Pouch Silk Scarf Fragrance
MAN CADEAUX S i l k Sc a r f Fragrance
PACKAGING
MARCIANO TRUNK SHOW FLORENCE – SOCIAL COVERAGE IN FEED POSTS ON MARCIANO by GUESS ACCOUNT
Total IG Post: 4 Total Comments: 206
MARCIANO TRUNK SHOW FLORENCE – SOCIAL COVERAGE IGS ON MARCIANO by GUESS ACCOUNT
Total IG Stories: 43 Avg. Reach: 6.13K Total Impressions: 262.60K Avg. Completion Rate: 95.82% Avg. Exit Rate: 4.18%
MARCIANO TRUNK SHOW FLORENCE – SOCIAL COVERAGE SOCIAL CONTENTS ON GUESS IG ACCOUNT
SOCIAL CONTENTS ON GUESS FACEBOOK ACCOUNT
VIDEO RECAP ON GUESS YOUTUBE CHANNEL
Avg. Reach: 51.87K Total Impressions: 104.43K Avg. Completion Rate: 88.84% Avg. Exit Rate: 11.16% https:/ /www.youtube.com/watch?v=tO3LjGtHxx8
Total Likes: 858 Total Comments: 12
Total Views: 438 Total Likes: 26
MARCIANO TRUNK SHOW FLORENCE – MODELS
A N E TA M L C K O V A 979K followers
L I Z A M AK HU 38.9K followers
S T EF A N O SA L A 3 5 2 K f o l l o we r s
F R A NC ES C A V A L E NT I 34.9K followers
M A TT I A N A R D U CC I 1 0 1 K f o l l o we r s
Y E VA S M O L EN S K A 16.8K followers
MARCIANO TRUNK SHOW FLORENCE – VIP & INFLUENCERS
COSTANZA CARACCIOLO
CECILIA RODRIGUEZ
IGNAZIO MOSER
4.6M followers
1.1M followers
1.2M followers
ANDREA CERIOLI
ARIANNA CIRRINCIONE
NATALIA PARAGONI
880K followers
1M followers
1.5M followers
VERONICA MAYA
NICOLE MAZZOCCATO
873K followers
158K followers
1.4M followers
ANGELA CALOISI
PAOLO CRIVELLIN
STEFANIA FERRI
THAIS WIGGERS
MICOL OLIVEIRI
82.4K followers
ANDREA ZELLETTA
717K followers
646K followers
385K followers
28.5K followers
MARCIANO TRUNK SHOW FLORENCE – VIP & INFLUENCERS LOCAL VIP
RACHELE RISALITI 66.3K followers
GAETANO CASTROVILLI 180K followers
CHIARA CARCANO 467K followers
REBECCA SODI 87.6K followers ALESSIA SODI 88.5k followers
EMILY ARABELLA BIZZO 124K followers
EDOARDO BASTAGLI 5.2K followers
MARCIANO TRUNK SHOW FLORENCE – PRESS
Selene Oliva
G i o v a n ni De R uv o
Anna Maria De Falco
Alessandro Argentieri
S i l v i a Ci c c he t t i
A nn a l i s a T e s t a
Si m o n a Ai r o l d i
Ilaria Ciut i
Fabiola Ballarini
Laura Antonini
Antonella Bigiotto
Roberta Rusconi
Alex Lana
MARCIANO TRUNK SHOW FLORENCE - DJ DJ BIANCA DONATELLI https://www.instagram.com/biancaleadonatelli/ PLAYLIST
MARCIANO TRUNK SHOW FLORENCE - VIP DINNER WITH A VIEW VIP & PRESS AFTER DINNER - SE·STO ON ARNO After the Trunk Show event an exclusive dinner for VIP & PRESS was hosted in the heart of Florence on the Rooftop of the Westin Hotel. The glass-plated sixth-floor SE·STO On Arno, affords breath-taking views as far as the horizon on Florence, its roofs, churches, bell towers, Ponte Vecchio and the picturesque Tuscan hills as a precious frame.
MARCIANO TRUNK SHOW FLORENCE - VIP LUNCH WITH A VIEW To assure our special guests a fervent remembrance of MARCIANO by GUESS days, they were offered an exclusive and special experience in Florence arranged by IF experience The VIP guests had the possibility to travel through time and beauty accompanied by an expert storyteller while exploring a singular and hidden place in the hearth of Florence: Palazzo Gondi Located a block from Palazzo Vecchio, it is one of the oldest, most beautiful palazzos in Florence, and the view of the city from its roof terrace seems to be its most evocative. Schedule May 19 t h 12.00: arrival and discovering @Palazzo Gondi 12.30 Standing Cocktail on the terrace 13.00 Lunch placée @ l'Altana
MARCIANO TRUNK SHOW FLORENCE - VIP LUNCH WITH A VIEW
MARCIANO TRUNK SHOW FLORENCE – VIP SOCIAL COVERAGE Instagram Posts
Delivered
Instagram Stories
Delivered
Influencers
12
Influencers
24
Publications
16
Publications
208
Impressions 33.3m
Reach
2.7m
Reach
2.6m
Reach 5.3m
Impressions
5.3m
Impressions
28.0m
Interactions 330.7k
Interactions
330.7k
Influencer EMV
€ 279.9k
Eng. Rate
1.86%
Influencer EMV
€ 354.9k
Influencers 24 Publications 224
Influencer EMV € 634.9k
MARCIANO TRUNK SHOW FLORENCE – VIP SOCIAL COVERAGE Influencer
Followers
Country
Publications
Reach
Impressions
Interactions
Eng. Rate
Influencer EMV
Cecilia Rodriguez
4.7m
Italy
10
1.6m
9.8m
32.7k
0.7%
€ 136.3k
Micol Olivieri
874.0k
Italy
18
305.9k
3.2m
6.7k
0.77%
€ 40.0k
Nicole Mazzocato
1.4m
Italy
9
496.9k
2.8m
88.6k
3.12%
€ 103.4k
Andrea Cerioli
1.5m
Italy
8
540.5k
2.8m
69.3k
2.24%
€ 89.0k
Anet Mlcakova
977.8k
Czech Republic
14
146.7k
2.7m
0%
€ 27.4k
Natalia Paragoni
1.0m
Italy
10
150.1k
2.0m
0%
€ 20.0k
Ignazio Moser
1.1m
Italy
7
388.9k
1.8m
42.2k
1.9%
€ 56.1k
Andrea Zelletta
716.8k
Italy
11
251.3k
1.7m
24.1k
3.36%
€ 36.8k
Arianna Cirrincione
882.4k
Italy
8
132.4k
1.4m
0%
€ 14.1k
Costanza Caracciolo
1.3m
Italy
4
454.8k
1.2m
1.37%
€ 29.0k
Veronica Maya
158.2k
Italy
27
23.7k
854.2k
0%
€ 8.5k
Chiara Carcano
467.2k
Italy
8
163.6k
794.6k
6.2k
1.33%
€ 14.0k
Angela Caloisi
646.5k
Italy
4
226.4k
582.4k
19.7k
3.05%
€ 22.5k
Emily Arabella Bizzo
124.5k
Italy
16
43.6k
423.3k
5.9k
2.35%
€ 9.4k
Stefano Sala
352.8k
Italy
5
123.6k
388.8k
2.6k
0.75%
€ 6.9k
Paolo Crivellin
385.2k
Italy
4
134.9k
347.0k
14.9k
3.88%
€ 15.8k
Thais Wiggers Official
80.6k
Italy
7
12.1k
112.8k
0%
€ 1.1k
Liza Makhu
38.3k
NA
12
5.7k
92.0k
0%
€ 919.7
Stefania Ferri
28.6k
Italy
14
4.3k
80.0k
0%
€ 800.27
Rachele Risaliti
66.1k
Italy
6
9.9k
79.4k
0%
€ 793.51
Rebecca Sodi
85.1k
Italy
4
12.8k
68.1k
0%
€ 680.62
Alessia Sodi
83.8k
Italy
4
12.6k
67.0k
0%
€ 670.37
Francesca Valenti
32.9k
Italy
6
4.9k
39.5k
0%
€ 395.23
Yeva Smolenska
16.8k
Switzerland
8
2.5k
26.8k
0%
€ 268.02
17.8k
MARCIANO TRUNK SHOW FLORENCE – chechurodriguez_real
IG Post 1 Reach 934.2k Impressions 1.4m Interactions 32.7k Engagement Rate 0.7% Influencer EMV € 52.5k 32.5k LIKES 187 COMMENTS
IG Stories 9 Reach 697.8k Influencer EMV € 83.7k
MARCIANO TRUNK SHOW FLORENCE – iamandreacerioli
IG Posts 2 Reach 308.7k Impressions 926.0k Interactions 69.3k Engagement Rate 2.24% Influencer EMV € 70.5k
50.9k LIKES 59 COMMENTS
18.3k LIKES 47 COMMENTS
IG Stories 6 Reach 231.9k Influencer € 18.5k
MARCIANO TRUNK SHOW FLORENCE – nicolemazzocato
IG Posts 1 Reach 284.1k Impressions 852.4k Interactions 88.6k Engagement Rate 3.12% Influencer EMV € 83.5k
62.7k LIKES 239 COMMENTS
Posts 7 Reach 212.8k Influencer EMV € 19.9k
MARCIANO TRUNK SHOW FLORENCE – costy_caracciolo
IG Post 1 Reach 259.8k Impressions 389.7k Interactions 17.8k Engagement Rate 1.37% Influencer EMV € 21.2k 17.7k LIKES 106 COMMENTS
IG Stories 3 Reach 194.9k Influencer € 7.8k
MARCIANO TRUNK SHOW FLORENCE – ignaziomoser_
IG Post 2 Reach 222.2k Impressions 666.5k Interactions 42.2k Engagement Rate 1.9% Influencer EMV € 45.0k
11.6k LIKES 133 COMMENTS
30.1k LIKES 333 COMMENTS
IG Stories 5 Reach 166,8k Influencer € 11.1k
MARCIANO TRUNK SHOW FLORENCE – natyparagoni
IG Stories 10 Reach 150.1k Influencer EMV € 20.0k
MARCIANO TRUNK SHOW FLORENCE – micololivieri_
IG post 1 Reach 174.8k Impressions 262.2k Interactions 6.7k Engagement Rate0.77% Influencer EMV € 10.3k 6656 LIKES 52 COMMENTS
IG stories 16 Reach 131.1k Influencer EMV €28.0k
MARCIANO TRUNK SHOW FLORENCE – ariannacirrincione
IG Stories 8 Reach 132.4k Influencer EMV € 14.1k
MARCIANO TRUNK SHOW FLORENCE – iamandreazelletta
IG Post 1 Reach 143.4k Impressions 215.0k Interactions 24.1k Engagement Rate 3.36% Influencer EMV € 22.4k 23.7k LIKES 439 COMMENTS
IG Stories 10 Reach 107.9k Influencer EMV € 14.4k
MARCIANO TRUNK SHOW FLORENCE – angelacaloisi
IG Post 1 Reach 129.3k Impressions 194.0k Interactions 19.7k Engagement Rate 3.05% Influencer EMV € 18.6k 19.6k LIKES 42 COMMENTS
IG Stories 3 Reach 97.1k Influencer € 3.9k
MARCIANO TRUNK SHOW FLORENCE – paolocrivellin
IG Post 1 Reach 77.0k Impressions 115.6k Interactions 14.9k Engagement Rate 3.88% Influencer EMV € 13.5k 14.9k LIKES 31 COMMENTS
IG Stories 3 Reach 57.9k Influencer € 2.3k
MARCIANO TRUNK SHOW FLORENCE – chiaracarcano
IG Post 1 Reach 93.4k Impressions 140.2k Interactions 6.2k Engagement Rate 1.33% Influencer EMV € 7.5k 6182 LIKES 40 COMMENTS
IG stories 7 Reach 70.1k Influencer EMV € 6.5k
MARCIANO TRUNK SHOW FLORENCE – veronica_maya_
IG stories 27 Reach 23.7k Influencer EMV € 8.5k
MARCIANO TRUNK SHOW FLORENCE – emilyarabellabizzo
IG Posts 2 Reach 24.9k Impressions 74.7k Interactions 5.9k Engagement Rate 2.35% Influencer EMV € 5.9k 2421 LIKES 19 COMMENTS
3397 LIKES 16 COMMENTS
IG stories 14 Reach 18.7k Influencer EMV € 3.5k
MARCIANO TRUNK SHOW FLORENCE – rebeccasodi
IG Stories 4 Reach 12,8k Influencer € 680.62
MARCIANO TRUNK SHOW FLORENCE – alessiasodi
IG Stories 4 Reach 12,6k Influencer € 670.37
MARCIANO TRUNK SHOW FLORENCE – thaiswiggersofficial
IG Stories 7 Reach 12.1k Influencer EMV € 1.1k
MARCIANO TRUNK SHOW FLORENCE – rachele_risaliti
IG Stories 6 Reach 9.9k Influencer € 793.51
MARCIANO TRUNK SHOW FLORENCE – stefaniaferri
IG Stories 14 Reach 4.3k Influencer EMV € 800.27
MARCIANO TRUNK SHOW FLORENCE – anetmlcak0va
IG stories 14 Reach 146.7k Influencer EMV € 27.4k
MARCIANO TRUNK SHOW FLORENCE – stevenlivingroom
IG Stories 4 Reach 53.1k Influencer € 2.8k
MARCIANO TRUNK SHOW FLORENCE – lizamakhu
IG Stories 12 Reach 5,7k Influencer € 919.7
MARCIANO TRUNK SHOW FLORENCE – francescavalenti__
IG Stories 6 Reach 4.9k Influencer € 395.23
MARCIANO TRUNK SHOW FLORENCE – smolenskayaaaa
IG Post 8 Reach 2.5k Influencer € 268.02
MARCIANO TRUNK SHOW FLORENCE – Press Coverage https://www.vanityfair.it/gallery/guess-by-marciano-primavera-estate-2022-firenze-negozio Unique users: 5.000.000 -
MARCIANO TRUNK SHOW FLORENCE – Press Coverage https://www.vogue.it/moda/article/marciano-by-guess-primavera-estate-2022-trunk-show-firenze Unique users: 4.000.000
MARCIANO TRUNK SHOW FLORENCE – Press Coverage https://www.grazia.it/moda/news-moda/marciano-by-guess-collezione-uomo-donna-ss22-firenze Unique users: 3.200.000
MARCIANO TRUNK SHOW FLORENCE – Press Coverage https://corrierefiorentino.corriere.it/firenze/notizie/arte_e_cultura/22_maggio_18/sfilata-vip-firenze-la-nuova-collezione-guess-cecilia-rodriguez-rachele-risaliti-4cd895f0-d6e4-11ec-ba2d-5f2819c8d5f3.shtml Unique users: 500.000
MARCIANO TRUNK SHOW FLORENCE – Press Coverage https://www.firenzetoday.it/social/cecilia-rodriguez-ignazio-moser-firenze-guess.html Unique users: 500.000