Fashion Marketing Realisation - Gucci Brand Extension (2:1)

P O R T F O L I O

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G U C C I

M I O

MEMBERSHIP THAT INSPIRES, HONOURS AND FULFILS YOUR CURIOSITY FOR LUXURIOUS EXPERIENCES.

MIO GUCCI

MIOGUCCI

AN EXCLUSIVE

4 1 23 5 Business Overview

The Brand Extension Strategy The Mission The Vision Unique Selling Point

The Concept

Target Market

Why are we called Mio Gucci?

Brand Values

The Affluent Asians Customer Profiles

Business Model The Business Model & Platform development The Business Process

Brand Identity Logo Type Colour Scheme Materials and Textures

Contents.

9 67 8 10

Marketing Concepts 1-4

MC1:Pre-Launch Event MC2: Classical advertising MC3: Mio Gucci Pop-up Store campaign MC4: The Instagram Campaign

Conclusion

Future Considerations

18 Month Timeline

Bibliographies, References & Image References Appendix

Financial Considerations Financial Breakdown

MIO GUCCI

COMMUNITY

1

BRAND OVERVIEW THE BRAND EXTENSION BRAND EXTENSIONS ARE A PROFITABLE MARKETING STRATEGY TO LAUNCH A NEW PRODUCT OR SERVICE (VÖLCKNER AND SATTLER, 2006, P.18). BRANDS WHO ARE ALREADY WELL-ESTABLISHED REQUIRE FEWER EXPENSES TO BE PAID ON INTRODUCING A NEW PRODUCT RANGE OR SERVICE. THESE COSTS INCLUDE ADVERTISING, PUBLIC RELATIONS, DEALS BETWEEN BUSINESS TO BUSINESS AND PROMOTIONAL CAMPAIGNS (COLLINS-DODD AND LOUVIERE, 1999; VÖLCKNER AND SATTLER, 2006; TAUBER, 1988).

“ECLECTIC, ROMANTIC, AND ABOVE ALL CONTEMPORARY, GUCCI INVENTED A WHOLLY MODERN APPROACH TO FASHION AND, IN DOING SO, SUCCESSFULLY REDEFINED LUXURY FOR THE 21ST CENTURY” (KERING, 2017). ALESSANDRO MICHELE, THE CREATIVE DIRECTOR OF GUCCI, HAS POSITIONED THE BRAND AT THE FOREFRONT OF THE FASHION INDUSTRY. MICHELE’S VISION IS TO REINVENT NOTIONS OF LUXURY. DESPITE THIS, GUCCI IS MISSING A LUXURY MEMBERSHIP. THE PROPOSED BRAND EXTENSION WILL BE A LUXURY MEMBERSHIP PLATFORM CALLED MIO GUCCI (MY GUCCI). THE MEMBERSHIP FOCUSES ON COMMUNITY, CULTURE AND THE ARTS. THE CONCEPT DERIVES FROM THE NEED FOR A COMMUNAL FEELING IN OUR INCREASING UNBALANCED SOCIAL LIVES. THE MEMBERSHIP OFFERS A REAL COMMUNITY IN A DISLOCATED MODERN SOCIETY, GOVERNED BY OUR VIRTUAL WORLDS. THE MEMBERSHIP WILL PROVIDE A CREATIVE COMMUNITY BOTH ONLINE AND OFFLINE: INCORPORATING EXCLUSIVE EVENTS WHICH EMBRACE CULTURE AND TECHNOLOGY. A NEW PRODUCT RANGE WILL BE LAUNCHED WITH EXCLUSIVE MERCHANDISE AVAILABLE AT EACH EVENT. THIS PERSONALISED PRODUCT RANGE WILL BE ONLY AVAILABLE TO MIO GUCCI MEMBERS. THE AIM OF THIS MEMBERSHIP IS TO BRING GUCCI ENTHUSIASTS TOGETHER AND TO ENHANCE THE APPEAL FOR GUCCI AS A LIFESTYLE BRAND.

A L E S S A N D R O

M I C H E L E

UNDER ALESSANDRO MICHELE CREATIVE VISION GUCCI HAS GAINED A NEW AESTHETIC. APPEALING TO MILLENNIALS MORE THAN EVER BEFORE. MICHELE QUOTES, “MY GUCCI UNIVERSE IS INCLUSIVE. IT FRAGMENTS TO RECREATE IN A CONTEMPORARY WAY” (FRANKEL, 2018). HIS CONTEMPORARY VISION EXAMINES CULTURES, CENTURIES AND CONTINENTS. INSPIRATION IS DRAWN FROM PREHISTORIC TIMES. PARTICULARLY ANCIENT ROME, MEDIEVAL FRANCE, RENAISSANCE ITALY AND TUDOR ENGLAND (FRANKEL, 2018). MICHELE'S UNIQUE APPROACH TO DIRECTING GUCCI, OPENS UP NEW OPPORTUNITIES. FOR EXAMPLE, THE PROPOSED BRAND EXTENSION IN THE FORM OF A LUXURY MEMBERSHIP. A MEMBERSHIP THAT AIMS TO EMBRACE THE GUCCI CONSUMER, PROVIDING ARTISTIC AND THEATRICAL EVENTS TO EDUCATE AND ENTERTAIN THE GUCCI ENTHUSIAST.

GUCCI’S STRATEGY GUCCI’S STRATEGY INCORPORATES CONTINUOUS INNOVATION, GROUNDBREAKING CREATIVITY AND LONG-TERM CONSUMER ENGAGEMENT. GUCCI HAS POSITIONED ITSELF AS AN INDUSTRY LEADER THROUGH “CHALLENGING THE STATUS QUO BY BREAKING THE TRADITIONAL RULES OF THE FASHION SYSTEM: UNIFIED FASHION SHOWS, CROSS-SEASON COLLECTIONS, NO MARKDOWN POLICY, NARRATIVE ADVERTISING, AND PIONEERING OPEN SOURCE CREATIVE COLLABORATIONS REPRESENT JUST A FEW EXAMPLES” (KERING, 2017). ALONG WITH, DAILY POSTS ACROSS ALL DIGITAL PLATFORMS TI ENGAGE ITS CONSUMERS.

THE MISSION MISSION STATEMENT: MIO GUCCI: AN EXCLUSIVE MEMBERSHIP THAT INSPIRES, HONOURS AND FULFILS YOUR CURIOSITY FOR LUXURIOUS EXPERIENCES.

THE VISION THE MIO GUCCI MEMBERSHIP AIMS TO TRANSPORT ITS MEMBERS INTO A LUXURIOUS AND IMMERSIVE WORLD. ACHIEVED THROUGH SURREALISTIC AND RIVETING THEMED EVENTS THAT EMULATE THE ARTISTIC AND FLAMBOYANT SOUL OF GUCCI. QUENCHING THE APPETITE OF THE GUCCI CONSUMER FOR OPULENT EXPERIENCES AND THEIR NEED TO BELONG TO ELITIST SOCIAL CIRCLES. IN A COMPETITIVE MARKET, MIO GUCCI ENDEAVOURS TO DEFINE LUXURY EXPERIENCES THROUGH A MEMBERSHIP THAT EMBODIES CULTURAL EXPERIENCES AND A DESIRABLE COMMUNITY.

UNIQUE SELLING POINT USP: MIO GUCCI’S UNIQUE SELLING POINT IS PROVIDING A CREATIVE, CULTURED AND CUSTOMER FOCUSED MEMBERSHIP, CONSISTING OF AN EVENTS PLATFORM, PERSONALISED PRODUCTS AND AN APPLICATION WITH GUCCI’S FIRST CHATROOM. - CULTURALLY THEMED EVENTS TO ENTERTAIN AND EDUCATE ITS MEMBERS - FIRST COMMUNITY FOCUSED MEMBERSHIP PLATFORM - FIRST LUXURY BRAND CHAT ROOM FOR MEMBERS - MULTI-SENSORY EXPERIENCES THAT EMBRACE THE NEWEST TECHNOLOGY - PERSONALISED PRODUCT UNIQUE TO EACH EVENT

THE CONCEPT WHY ARE WE CALLED MIO GUCCI?

2

MIO GUCCI IS A BRAND EXTENSION FOR GUCCI IN THE FORM OF A LUXURY MEMBERSHIP. THIS PROGRESSIVE MEMBERSHIP FOCUSES ON COMMUNITY, EVENTS, CULTURE AND THE ARTS. THE CONCEPT DERIVES FROM A GENUINE NEED FOR A COMMUNITY IN AN INCREASING DISLOCATED WORLD. TECHNOLOGY HAS MANY WONDERFUL ADVANTAGES, HOWEVER BEING SO CONNECTED IN OUR VIRTUAL LIVES HAVE LEFT US LONELY AND ISOLATED IN OUR OFFLINE LIVES.THE MIO GUCCI MEMBERSHIP AIMS TO PROVIDE A CREATIVE COMMUNITY BOTH ONLINE AND OFFLINE. MEMBERS WILL BE INVITED TO FOUR INNOVATIVE AND EXCLUSIVE EVENTS PER YEAR. THESE EVENTS CELEBRATE AND EDUCATES US ON CULTURE, THE ARTS, IMMERSIVE TECHNOLOGY AND THE IMPORTANCE OF SOCIALISING IN A LIKE-MINDED COMMUNITY. MIO GUCCI IS TARGETED AT CHINESE STUDENTS LIVING AND STUDYING IN EUROPE, WITH A PARTICULAR FOCUS ON THE UK. AS A FOREIGN STUDENT, IT IS DAUNTING AND OFTEN ISOLATING PURSUING YOUR EDUCATION IN A NEW COUNTRY. MIO GUCCI AIMS TO CONNECT CHINESE MILLENNIAL STUDENTS WITH GUCCI. SUGGESTING THAT GUCCI IS A LUXURY LIFESTYLE BRAND THAT CARES FOR THEIR HEALTH AND WELLNESS. THE CONCEPT REFERENCES AN EMERGING TREND, PUBLISHED BY LS: N GLOBAL, KNOWN AS ‘CIVIC BRANDS’ (MICKIEWICZ AND SZYMANSKA, 2017). THIS MOVEMENT HIGHLIGHTS BRANDS THAT ARE “INCREASINGLY STEPPING IN WHERE GOVERNMENTS ARE FAILING AND ACTING AS FORCES FOR GOOD IN SOCIETY” (MICKIEWICZ AND SZYMANSKA, 2017). THIS LIFESTYLE TREND HAS INFLUENCED THE DEVELOPMENT OF MIO GUCCI. THE MIO GUCCI LUXURY MEMBERSHIP PROVIDES A COMMUNAL PLATFORM THAT BATTLES AGAIN A DECENTRALISED SOCIETY: EDUCATING AND CARING FOR THE WELLBEING OF ITS MEMBERS. ADDITIONALLY, FROM A BUSINESS PERSPECTIVE, MIO GUCCI WILL GENERATE REVENUE AND OPEN UP NEW MARKET SEGMENTS FOR GUCCI. THIS WILL BE ACHIEVED THROUGH THE GUCCI X MIO GUCCI PERSONALISED PRODUCT RANGE WHICH WILL INCREASE SALES ON GUCCI PRODUCTS. ALSO, MIO GUCCI WILL HELP TO INCREASE A GLOBAL PRESENCE FOR GUCCI, AS A LUXURY LIFESTYLE BRAND, THROUGH POSITIVE PRESS RELEASES IN EUROPE AND CHINA.

MEMBERSHIP PACKAGE

CITY ADVERTISING

COMMUNITY FOCUSED

EXCLUSIVE GUCCI MERCHANDISE

INNOVATIVE EVENTS

INSTAGRAM COMPETITION

POP-UP STORE

MIO GUCCI BRANDING

CULTURAL EVENTS

BRAND AMBASSADORS

MIO GUCCI x GUCCI STORE

MIO GUCCI APP

3

BRAND IDENTITY IT'S INCREASINGLY IMPORTANT FOR A BRAND TO CONNECT WITH THEIR AUDIENCE EMOTIONALLY THROUGH THEIR BRANDING. SUCCESSFUL BRANDING CONSISTS OF “TANGIBLE AND INTANGIBLE ELEMENTS” THAT CREATE EMOTION BETWEEN THE CONSUMER AND THE BRAND (POSNER, 2011, P.128). ALSO, COMMUNICATING THE BRANDS CORE VALUES AND VISUAL AESTHETIC IN ORDER FOR THEM TO STAND OUT IN A COMBATIVE MARKET PLACE. THE MIO GUCCI BRANDING IS CRUCIAL BECAUSE IT REPRESENTS GUCCI, WHOM ALREADY HAVE A WELL-DEVELOPED GLOBAL AUDIENCE. THE BRANDING HAS TO COMPLIMENT GUCCI AND BE APPEALING AND RESPECTFUL TO ITS CONSUMER MARKET. IN THE CASE, THE BRANDING HAS BEEN DEVELOPED TO RESPECT THE CHINESE CULTURE THROUGH THE USE OF COLOURS. COLOUR HAS IMPORTANT MEANING IN THE CHINESE CULTURE. IN CHINA COLOURS ARE USED “SYMBOLICALLY WITHIN EVERY RITUAL, CEREMONY, FESTIVAL AND, LATELY, EVEN IN BUSINESS. IN FACT; COMPARED TO THE WEST, CHINA HAS A SURPRISINGLY DIFFERENT AND MORE POWERFUL COLOUR SYMBOLISM” (OLESEN, 2019).

THE LOGO THE MASKS…

MANY OF US ASSOCIATE MASKS AND THEIR HISTORY WITH VENICE AND ITS FAMOUS CARNIVAL CELEBRATIONS. HOWEVER, FLORENCE HAS A RICH HISTORY OF MASK MASKING WHICH DATES BACK TO THE COMMEDIA DELL’ARTE THEATRES IN THE 16TH CENTURY (FRANCINI, 2015). THESE HISTORIC MASKS WERE CARVED OUT OF WOOD AND USED FOR THE MAMMUTONES CARNIVAL. THESE MYSTERIOUS MASKS ARE KNOWN AS SARTIGLIA MASKS WHICH ARE OFTEN ALL-WHITE HUMAN FACES. “THE FLORENTINE THEATRICAL MASK TRADITION INCLUDES MANY CHARACTERS THAT REPRESENT PARTICULAR PLACES”, FOR EXAMPLE, “PULCINELLO WHICH STANDS IN FOR NAPLES; STENTERELLO, FLORENCE AND GIANDUIA FOR PIEDMONT” (FRANCINI, 2015).

TWO RED MASKS WERE USED IN MIO GUCCI’S BRANDING BECAUSE THEY SYMBOLISE THE PRECIOUS ARTISAN CRAFTS IN FLORENCE. FLORENCE IS AN IMPORTANT PART OF THE GUCCI BRAND IDENTITY. THE GUCCI FASHION HOUSE HAS ITS ROOTS IN FLORENCE AND IS THE BIRTHPLACE OF GUCCIO GUCCI, THE FOUNDER OF GUCCI (VISITTUSCANY.COM, 2019). THE MASKS IN THE MIO GUCCI BRANDING ARE RED BECAUSE, IN CHINESE CULTURE, RED SYMBOLISES VITALITY, CELEBRATION, LUCK, HAPPINESS AND JOY (OLESEN, 2019). THESE POSITIVE CHARACTERS ARE THEN TRANSFERRED ONTO THE BRAND THROUGH THE COLOUR RED. THEREFORE, THE BRAND INSTANTLY BECOMES APPEALING TO CHINESE CONSUMERS.

TYPE ACADEMICS HAVE CONCLUDED THAT CONSUMERS CONSISTENTLY “ASSOCIATE PERSONALITY TRAITS WITH FONTS” (SHAIKH ET AL., 2006). HIGHLIGHTING THE IMPORTANCE OF FONTS WHEN CHOOSING THE RIGHT TYPEFACE FOR THE GUCCI BRAND AND MIO GUCCI LOGO. THE BELLEFAIR FONT WORKS IN HARMONY WITH THE OFFICIAL GUCCI FONT. ITS CLASSIC, BALANCED AND STYLISH APPEARANCE HAS A STRONG REFERENCE TO LATIN CULTURE. THE BELLEFAIR FONT HAS A LATIN TYPEFACE AND WAS DESIGNED BY NICK SHINN WHO IS BASED IN TORONTO, CANADA (DAFONT, 2018). THE GUCCI BRAND REPRESENTS ITALY’S RICH CREATIVE CULTURE. THEREFORE, I THINK A LATIN TYPEFACE WORKS BEAUTIFUL FOR MIO GUCCI, GUCCI’S BRAND EXTENSION.

BELLEFAIR FONT...

R: 8 G: 5 B: 68 R: 56 G: 127 B: 182 R: 179 G: 43 B: 33 R: 233 G: 193 B: 84 R: 255 G: 255 B: 255

COLOUR PALETTE

深蓝

Dark Blue: Symbolises power, romance and love in Chinese culture.

蓝⾊

Mid Blue: Symbolises immortality, growth and optimism in Chinese culture.

红⾊

Red: The most popular colour in Chinese culture which symbolises luck, joy, happiness and celebration.

⻩⾊

Yellow: A traditional colour in Chinese culture which symbolises power, royalty and prosperity.

⽶⾊

Beige: Symbolises relaxation and tranquility in Chinese culture.

MATERIALS AND TEXTURES MATERIALS AND TEXTURES ARE OFTEN A VISUAL STARTING POINT TO ESTABLISH THE AESTHETIC REPRESENTATION OF A BRAND. THESE TEXTUAL VISUALS HELP TO EXPRESS A MOOD TO ITS CONSUMERS, A MOOD THEY OFTEN IDENTIFY WITH. THE MATERIALS AND TEXTURES CHOSEN FOR MIO GUCCI WILL BE REFERENCE POINTS FOR FUTURE INTERIOR DESIGN ENDEAVOURS IN THE FORM OF POP-UP SHOPS AND PSYCHICAL STORE INTERIOR. COMFORTING COLOURS, TEXTURES AND MATERIALS REMIND THE CORE TARGET MARKET OF THEIR HOME. CHINA IS A BEAUTIFUL COUNTRY WITH RICH SCENERY AND CULTURAL TRADITIONS. THE MATERIALS AND TEXTURES CHOSEN REPRESENT THE DIVERSITY OF CHINA, FROM ASIAN DUST STORMS TO TRADITIONAL CHINESE SILK. THE STRATEGY BEHIND THE MIO GUCCI BRANDING IS TO INCORPORATE A CHINESE AESTHETIC THAT REMINDS THE TARGET MARKET OF HOME WHEN STUDYING ABROAD. THEREFORE, THESE POSITIVE ATTRIBUTES WILL BE TRANSFERRED TO GUCCI AND MIO GUCCI. THUS, CHINESE CONSUMERS WILL HAVE MORE TRUST AND A STRONGER EMOTIONAL CONNECTION WITH THE BRAND. BEIGE - SAND MINING IN CHINA AND ASIAN. A BEAUTIFUL BEIGE STORM OF SAND THAT OCCURS DURING THE SPRING. RED - TRADITIONAL CHINESE RED SILK USED IN DRESSMAKING AND A TRADITIONAL OIL PAPER CHINESE RED UMBRELLA USED AT WEDDINGS ( ).

油紙傘

BLACK - SEA FAN CORAL IN SOUTH CHINA, REPRESENT THE INTRICATE PATTERNS IN NATURE. ITS ORGANIC TEXTURE HAS INSPIRED BACKLINES IN THE MIO GUCCI BRANDING. ALONGSIDE, BLACK LINES ON THE BODY USING TATTOO INK.

4

TARGET MARKET ECONOMISTS HAVE PREDICTED THAT BY 2030 CHINA WILL BE THE WORLDS LARGEST ECONOMY (FLOSHIP, 2019). AS A RESULT, CHINESE CONSUMERISM IS OFTEN AN UNTAPPED MARKET. CHINESE CONSUMERS HAVE A HIGH DISPOSABLE INCOME AND A PREFERENCE FOR LUXURY AND QUALITY PRODUCTS AND SERVICES. THE MOST PROMISING DEMOGRAPHIC CURRENTLY ARE CHINESE MILLENNIALS (FLOSHIP, 2019). IN PARTICULAR CHINESE MILLENNIALS THAT ARE STUDYING IN THE UK. A RECENT REPORT BY STUDYING IN THE UK REVEALED THAT “CHINA REMAINS AT THE TOP AS IN 2017/18, A NUMBER OF 106,530 CHINESE STUDENTS WERE ENROLLED AT UK UNIVERSITIES” (STUDYINGINUK.ORG, 2018). ACCORDING TO THE CHINESE EMBASSY, THERE ARE CURRENTLY 1800,000 CHINESE STUDENTS ARE STUDYING AT BRITISH UNIVERSITIES (CCG, 2018). THE MAJORITY OF THESE STUDENTS COME FROM MIDDLE-CLASS FAMILIES WHO PROVIDE THEIR CHILDREN WITH THE FINANCES TO LIVE A COMFORTABLE LIFE WHILST STUDYING IN THE UK.

CHINESE MILLENNIAL CONSUMERISM THE MAJORITY OF CHINESE MILLENNIALS HAVE A “HIGH-LEVEL OF EDUCATION AND HAVE A HOME PAID FOR BY THEIR PARENTS AND GRANDPARENTS, SO THEY HAVE MORE FREE ATTITUDES TOWARDS LUXURY SPENDING ON THEIR FAVOURITE BRANDS” (FLOSHIP, 2019). APPROXIMATELY “77% OF CHINESE MILLENNIALS SAID THAT ONLINE SHOPPING WAS THEIR FAVOURITE HOBBY” (FLOSHIP, 2019). THERE ARE VAST OPPORTUNITIES TO TARGET CHINESE MILLENNIALS ONLINE TO SELL PRODUCTS AND SERVICES.“CHINESE MILLENNIAL CONSUMERS SPEND MORE OF THEIR INCOME ONLINE THAN CONSUMERS ANYWHERE ELSE IN THE WORLD (19.3% VS 7.6% IN THE US)” (FLOSHIP, 2019). CONSEQUENTLY, MIO GUCCI MARKETING CAMPAIGNS NEED TO BE DRIVEN ONLINE IN ORDER TO CAPTURE THE ATTENTION OF THIS CRUCIAL MARKET.

THE AFFLUENT ASIAN STUDENTS...

The Gifted The Visionary

The Implusive

The Gifted

SANG WOO KIM AGE: 26 MARITAL STATUS: HAS A LONG-TERM RELATIONSHIP. OCCUPATION: POSTGRADUATE STUDENT, ARTIST AND FASHION MODEL. HE’S MODELLED FOR DIESEL, BURBERRY, DKNY AND D&G WHICH SUPPORTED HIS STUDIES AT GOLDSMITHS AND CENTRAL SAINT MARTINS. ACCOMMODATION: HE LIVES IN A FLAT WITH AN ART STUDIO, IN BETHNAL GREEN, LONDON. OTHER TIMES HE’S BASED IN SHANGHAI FOR HIS MODELLING CAREER. INCOME: £55,000 - 60,000 P.A. LIKES: HE LOVES SPENDING TIME WITH HIS MUM, ATTENDING FASHION EVENTS AND HANGING OUT WITH ARTISTIC MINDS.

DISLIKES: NOT BEING ABLE TO HAVE THE TIME TO PRACTICE AS AN ARTIST AND BEING AWAY FROM HIS FAMILY FOR TOO LONG. MOTIVATIONS: “HE HAS A PASSION FOR NOT ONLY CREATING BEAUTIFUL AND POLITICALLYENGAGED WORK, BUT ALSO ORGANISING GROUP EXHIBITIONS” (OGILVY, 2017). IDENTITY IS A MOTIVATION FOR HIS WORK AND IS A CONSTANT BATTLE FOR HIM BEING A CHINESE/KOREAN STUDENT IN A BRITISH SOCIETY.

CHALLENGES: MODELLING AS A MASSIVE HURDLE TO TEST MY COMMITMENT TO MY CAREER AS AN ARTIST (OGILVY, 2017).

HIS NEEDS: HIS GREATEST INDULGENCE IN LIFE IS BEING INVOLVED IN POLITICS. HE HAS A NEED TO EXERCISE HIS CREATIVE AND MEET NEW PEOPLE. VALUES: DEDICATION, COMMITMENT, FREEDOM OF SPEECH AND BELIEVES HARD WORK CAN GET YOU ANYWHERE YOU WANT TO BE.

TREND-LED

CITY LIFE

CULTURED

EXPERIMENTAL

FAMILY ORIENTATED

NOSTALGIC

'INSTAGRAMMABLE' LIFE

HIGHLY EDUCATED

The Visionary

WANG XIAOHUNG AGE: 22 MARITAL STATUS: LONG TERM RELATIONSHIP WITH A WOMAN. OCCUPATION: GRAPHIC DESIGNER WHO IS STUDYING AT UAL, UNIVERSITY OF THE ARTS LONDON. SHE'S STUDYING FOR A BA IN GRAPHIC DESIGN. ACCOMMODATION: SHE CURRENTLY RENTS A TWO BED APARTMENT IN HOLBORN WITH HER GIRLFRIEND.

INCOME: £55,000- 60,000 P.A. SUPPORTED BY WEALTHY PARENTS AND FREELANCE WORK AS A GRAPHIC DESIGNER. LIKES: SHE ENJOYS SPENDING TIME WITH GIRLFRIEND AND VISITING FAMILY BACK IN CHINA WHEN SHE CAN.

DISLIKES: IMPOLITENESS, DISRESPECT, NARROW MINDED PEOPLE AND INEFFICIENCY. MOTIVATIONS: LGBT RIGHTS AND POLITICS IN CHINA AND THE UK. HER FAMILY MOTIVATE HER TO DO WELL BECAUSE SHE FEEL SHE NEEDS TO REPAY THEM

BY MAKING THEM PROUD OF HER SUCCESS IN HER STUDIES. CHALLENGES: STIGMA AS A LESBIAN WOMAN, A FOREIGN STUDENT LIVING AND WORKING ABROAD. HER NEEDS: NEEDS A COMMUNITY WHERE SHE CAN BE HERSELF AND EXPRESS HER PASSION FOR THE ARTS.

VALUES: STRONG AND STABLE RELATIONSHIPS AND HER CULTURAL BACKGROUND.

CREATIVE

HIGHLY EDUCATED

EXPRESSIVE

WEALTHY

ROMANTIC

LUXURY MARKET

ACTIVIST

TRADITIONALIST

The Implusive

WU GANG AGE: 23 MARITAL STATUS: SINGLE, WITH NO LONG-TERM PARTNER.

DISLIKES: NOT HAVING THE TIME TO PRACTICE AS AN ARTIST AND BEING AWAY FROM HIS FAMILY FOR TOO LONG.

OCCUPATION: ARTIST AND TATTOO ARTIST, STUDYING AT GOLDSMITHS UNIVERSITY LONDON. HE WORKS PARTTIME AS A TATTOO ARTIST WHICH HAS SUPPORTED HIS STUDIES AT GOLDSMITHS AND CENTRAL SAINT MARTINS.

MOTIVATIONS: HIS WORK DEALS WITH THE ISOLATION OF STUDYING IN A COUNTRY FAR AWAY FROM HIM AND THE MAJOR SHIFTS IN CULTURE. HE’S INSPIRED BY HIS CHINESE ROOTS AND CREATES CONTEMPORARY ARTWORK THAT REFERENCES TRADITIONAL CHINESE CULTURE.

ACCOMMODATION: HIS HOME IS A FLAT WITH AN ART STUDIO, ON BRICK LANE, LONDON: WHILST STUDYING IN THE UK. HE OWNS A SMALL FLAT IN BEIJING WHICH WAS GIVEN TO HIM BY HIS PARENTS.

CHALLENGES: FACING LONG PERIODS ON TIME AWAY FROM CHINA AND HIS FAMILY.

INCOME: £50,000 P.A. (PART-TIME JOB AS A TATTOOIST AND MONEY GIVEN TO HIM BY HIS PARENTS TO SUPPORT HIS LIFESTYLE IN LONDON).

LIKES: HE LIKES ART AND TATTOOING. HE LOVES SPENDING TIME WITH HIS FAMILY AND FRIENDS. HE ENJOYS TATTOO EVENTS, VISITING ART GALLERIES, PARTIES AND HANGING OUT WITH CREATIVE PEOPLE.

HIS NEEDS: HIS GREATEST INDULGENCE IN LIFE IS HELPING PEOPLE THROUGH HIS ARTWORK. HE ENJOYS HELPING OTHERS AND DESPERATELY WISHES HE COULD BE APART OF A COMMUNITY THAT SHARES HIS VALUES AND ARTISTIC PERSPECTIVE ON LIFE. GANG NEEDS TO BE DIGITALLY CONNECTED SO THAT HE CAN COMMUNICATE THIS TATTOO WORK ON INSTAGRAM AND SPEAK WITH FRIENDS AND FAMILY AT HOME IN BEIJING.

INNOVATIVE

TREND-LED

CITY LIFE

MINIMALIST

ART ACTIVIST

MODERN ART

NOSTALGIC

HIGHLY EDUCATED

5

THE BUSINESS MODEL THROUGH EXPANDING GUCCI’S BUSINESS MODEL, VIA THE MIO GUCCI BRAND EXTENSION, GUCCI WILL BE ABLE TO ACCESS NEW CONSUMER MARKETS. MIO GUCCI AIMS TO ENHANCE GUCCI AS A LIFESTYLE BRAND THAT INCORPORATES ENTERTAINMENT, CULTURE, COMMUNITY AND WELLBEING. THIS WILL ENABLE GUCCI TO DISTINGUISH ITSELF AS A LUXURY LIFESTYLE BRAND THAT PROVIDES A UNIQUE MEMBERSHIP CENTRED AROUND COMMUNITY, EVENTS, ART AND CULTURE. THIS INNOVATIVE LUXURY MEMBERSHIP HASN’T BEEN DONE BEFORE IN THIS CONTEXT WHICH HELPS GUCCI PROSPER IN A HIGHLY COMPETITIVE MARKET. THE SUCCESS OF MIO GUCCI IS RELIANT UPON LICENSING AGREEMENTS, TRANSACTIONS AND FUNDING BY THE KERING GROUP. GUCCI’S CORE SHAREHOLDERS. DUE TO MIO GUCCI’S TARGET MARKET RESIDING IN THE UK, ALL MARKETING AND ADVERTISING NEEDS TO COMPLY WITH THE UK CONSUMER PROTECTION LAWS AND THE ADVERTISING STANDARDS AUTHORITY (ASA). THIS ENSURES THAT ALL MARKETING CAMPAIGNS ARE NONOFFENSIVE AND DO NOT BREACH CULTURAL SENSITIVITIES. ALL CAMPAIGN MATERIALS MUST BE REVIEWED BY THE KERING GROUP AND OTHER PRIVATE SHAREHOLDERS BEFORE THE LAUNCH. THIS MEANS THE KERING GROUPS LEGAL AND MARKETING TEAM MUST REVIEW THE ENTIRE CONCEPT. THE APP DEVELOPMENT WHEN CONSUMERS ACCESS THE OFFICIAL GUCCI APP, ON THEIR SMARTPHONE, THEY WILL HAVE THE OPTION TO CLICK ON THE MIO GUCCI PLATFORM. ONCE THE CUSTOMER HAS CLICKED ONTO THE MIO GUCCI HOMEPAGE THEY WILL HAVE THE CHANCE TO PURCHASE AN ANNUAL MEMBERSHIP FOR £1500 WITH A £500 JOINING FEE. BEFORE PURCHASING, CUSTOMERS WILL HAVE TO INPUT THEIR PERSONAL INFORMATION SUCH AS NAME, ADDRESS AND PHONE NUMBER. ONCE PURCHASED, THE CUSTOMER IS AUTOMATICALLY A MIO GUCCI MEMBER AND WILL BE ASKED TO COMPLETE A SHORT SURVEY INCLUDING AGE, GENDER, ETHNICITY, OCCUPATION AND INCOME. THIS SURVEY WILL BE USED FOR MARKETING PURPOSES TO HELP GAUGE FUTURE MARKETING CAMPAIGNS. AFTER THIS SURVEY, A MEMBERSHIP PACK THROUGH THE POST. THIS MEMBERSHIP PACK INCLUDES A MIO GUCCI MEMBERSHIP CARD, MIO GUCCI BROCHURE (MEMBERS CAN CHOOSE FOUR EVENTS FROM THE LIST) AND A MIO GUCCI X GUCCI EXCLUSIVE UNISEX RING. ONCE MEMBERS LOGIN FROM THE MIO GUCCI HOMEPAGE, THEY CAN ACCESS AN EVENTS CALENDAR THAT SHOWS THEM ALL THE UPAND-COMING EVENTS THAT YEAR. THEY CAN ALSO ACCESS MIO CHAT, MEMBERS-ONLY CHAT ROOM. THIS CHATROOM IS A PLACE WHERE MEMBERS CAN MAKE FRIENDS WITH LIKE-MINDED PEOPLE. MIO GUCCI PROMOTES A COMMUNITY BOTH ONLINE AND OFF-LINE. ALSO, THERE IS A DIRECT LINK TO EXCLUSIVE GUCCI MERCHANDISE AVAILABLE ONLY FOR MEMBERS WHICH CAN BE BROUGHT ONLINE OR AT A MIO GUCCI EVENT. ADDITIONALLY, THERE IS A LINK TO GUCCI’S OFFICIAL INSTAGRAM PAGE WHERE CONSUMERS CAN ENGAGE BY POSTING IMAGES OF THEMSELVES AT EVENTS BY USING #MIO GUCCI.

EVENTS CALANDER

THE OFFICIAL GUCCI APP

#MIO GUCCI

PAY FOR ANNUAL MEMBERSHIP

GUCCI CHAT

MIO GUCCI PLATFORM

EVENTS CALENDAR

MIO CHATROOM

EXCLUSIVE MERCHANDISE

GUCCI INSTAGRAM #MIO GUCCI

ACCOUNT SETTINGS

MIO GUCCI COMMUNITY

24/7 HELPLINE FOR MEMBERS

POP-UP STORE ACCESS AT EVENTS CONSUMER ENGAGEMENT POSTING USING #MIO GUCCI

THE BUSINESS PROCESS

PRODUCTION & MANUFACTURING

CONSUMER & MARKET RESEARCH

Independent contractors based in Italy (Milano), China and Turkey.

SHARE HOLDER The Kering Group (main shareholder) to fund Mio Gucci and to implement consumer market research.

DESIGN DEVELOPMENT Gucci design team - i In house existing design team. Designing exclusive Gucci merchandise for Mio Gucci members.

Purchase the rights for a luxury events membership.

CU

STO

ME

RF

EED

BAC

K

MIO GUCCI

CUSTOMER SERVICE & CARE

DISTRIBUTION

MARKETING COMMUNICATIONS

Gucci x Mio Gucci helpline for members.

1 year warranty and Customer data.

CONSUMER FEEDBACK SALES Throughout Europe, targeting Chinese students who are studying abroad.

- Gucci pop up shops at events - Mio Gucci memberships - Exclusive merchandise

MIO GUCCI MEMBERSHIP

GUCCI CHAT Communial online chat room for Mio Gucci memebers.

Gucci pop up shops at Mio Gucci events.

EXCLUSIVE GUCCI MERCHANDISE

MIO GUCCI EVENTS Four cultural events each year for Mio Gucci members. These events will help promote Gucci as a lifestyle luxury brand.

K RE CA M B US DEE N O F C

In-house Gucci marketing communications team working with The Kering Groups consumer market research agencies.

Finished goods sent to Gucci pop-up shops at Mio Gucci events and Gucci Warehouse for online orders ready for dispatching.

KEY RESOURCES

KEY ACTIVITIES

QUALITY VENUES

EMPLOYEES

MARKET/ SALES/

THE GUCCI BRAND

BRANDING

PHYSICAL VENUES FOR MIO GUCCI EVENTS

NEW DIGITAL COMMUNITY

DIGITAL PLATFORM FOR EVENTS, GUCCI CHAT AND

PLATFORM

PERSONALISED PRODUCTS

PAYMENTS

MATERIALS FOR EVENTS

NETWORKS

AFFLILIATE MARKETING CAMPIAGNS - GREATING TRAFFIC

MANAGEMENT

TO THE MIO GUCCI PLATFROM (THE APP AND SOCIAL MEDIA

VALUE ADDED SERVICES

CHANNELS)

TO INCREASE CUSTOMER

SATISFACTION

VALUE PROPOSITIONS

KEY PARTNERS

THE KERING GROUP CUSTOMERS - CUSTOMER SATISFACTION, POSITIVE

FEELINGS FROM THE COMMUNITY ELEMENT OF THE

MEMBERSHIP

IMPROVED SALES AND CUSTOMER CONVENIENCE

PLATFORMS - FOR CARD PAYMENTS AND SECURITY

CUSTOMER DELIGHT AND TRUST

CUSTOMER ISSUES - CUSTOMER DISSATISFACTION AND

LEVEL OF DEFECTS (CUSTOMER SERVICE TEAM) RESOLVING

ALL ISSUE WITH MIO GUCCI MEMBERSHIPS

TECHNOLOGY ALLIANCES

MANUFACTURES

SUPPLIERS

DISTRIBUTORS

INVESTORS/

STAKEHOLDERS

COST STRUCTURE

CUSTOMER SEGMENTS

CONSUMERS - NUMBER OF

MEMBERS

CUSTOMER LIFETIME

CHANNELS

BUSINESS COSTS

PSYCHICAL EVENTS

MANUFACTURING COSTS

ADVERTISING EXPENSES

DISTRIBUTION COSTS

DIGITAL PLATFORM -

OPERATIONS COSTS

CHATROOM AND

SUPPLIERS

COMMUNITY SERVICES

EMPLOYEES

SOCIAL MEDIA

RENT, HOSTING,

PRESS

MATERIALS

WORD-OF-MOUTH

MARKETING AND SALES

THE KERING GROUP

DESIGN

BRAND AMBASSADORS/

VALUE

INFLUENCERS

CUSTOMER RETENSION

AND LOYALTY

AVERAGE TIME TO FIRST

ORDER

REVENUE STREAMS

RELATIONSHIPS

REFERRALS WORD-OF-

MOUTH

LICENSING VENUE

CONSUMERS

TIME TILL FOLLOW ON

TRANSACTION VENUE

STAKEHOLDERS

ORDER

SPONSORSHIPS

PROMOTERS

CUSTOMERS RETAINED

MEMBERSHIP FEES

BRAND AMBASSADORS/

THROUGH BRAND

ADVERTISING

INFLUENCERS

INFLUENCERS

LEASING FEES

B2B - BUSINESS

DIRECT SALES OF

PARTNERS

PRODUCT/ SERVICE

MEDIA/ PRESS COVERAGE

DESIGNERS AND ARTISTS

OTHER LUXURY BRANDS

UNDER THE KERING GROUP

Attention

1

PRE-LAUNCH EVENT

BRAND AMBASSADORS

INVITATION PACKAGE

WĒIBÓ, WECHAT SMARTPHONE ADVERTISING

PRESS COVERAGE

2

BILLBOARDS

CLASSIC ADVERTISING

ACKNOWLEDGMENT

Eye Catching

3 GUCCI WEBSITE ADVERTISNG

EDITORIAL COVERAGE

POP-UP STORE CAMPAIGN

SOCIAL MEDIA SHARING

SOCIAL MEDIA COVERAGE

(#MIOGUCCI)Â CONSUMER ENGAGEMENT

INSTAGRAM COMPETITION

4 THE INSTAGRAM CAMPAIGN

Desire

6 Marketing

1-4 Concepts

1

PRE-LAUNCH EVENT OBJECTIVES: TO GENERATE INTEREST AND INCREASE REVENUE FOR GUCCI THROUGH THE MIO GUCCI BRAND EXTENSION. THIS LUXURY MEMBERSHIP AIMS TO ENHANCE GUCCI AS A LIFESTYLE BRAND IN A COMPETITIVE MARKET AND INCREASED SALES FOR GUCCI PRODUCTS. STRATEGY: TO PROMOTE INTEREST AND ENGAGEMENT, WHILST INFORMING CONSUMERS OF A NEW LUXURY MEMBERSHIP SERVICE. THIS WILL BE ACHIEVED BY USING CRUCIAL TACTICS STATED BELOW. TACTICS: - BRAND AMBASSADORS - CHINESE INFLUENCERS ON SOCIAL MEDIA - PRESS COVERAGE BOTH IN CHINA AND THE UK - SOCIAL MEDIA COVERAGE, USING INSTAGRAM, WECHAT AND WEIBO CHANNELS: - GUCCI OFFICIAL WEBSITE - GUCCI INSTAGRAM ACCOUNT - SOCIAL MEDIA INFLUENCERS AND BLOGGERS - BRAND AMBASSADORS - TARGETED PRESS COVERAGE THE PROCESS...

FOUR CHINESE BRAND AMBASSADORS WILL BE SENT A MIO GUCCI EVENT INVITATION PACKAGE INCLUDING THE EVENT INVITE, EVENT ITINERARY, 5 GUEST PASSES, MG X GUCCI PRODUCT BOOKLET AND AN EXCLUSIVE MG X GUCCI RING. THESE INFLUENCERS HAVE A MASS FOLLOWING ON SOCIAL MEDIA, PARTICULARLY INFLUENCING THE CHINESE CONSUMER. THESE BRAND AMBASSADORS WILL POST THEIR INVITATION PACKAGE ON INSTAGRAM TO GENERATE INTEREST FOR MIO GUCCI. THESE BRAND AMBASSADORS WILL ADVERTISE A SMARTPHONE COMPETITION ON WECHAT. WECHAT USERS WILL SEE A Q CODE ON THEIR ADVERTISING FEED. USERS WILL THEN BE ASKED TO COMPLETE A SHORT QUESTIONNAIRE FOR THE CHANCE TO WIN AN INVITE TO JOIN THEIR FAVOURITE INFLUENCERS. WINNERS WILL ATTEND THE EVENT WITH THEIR CHOSEN BRAND AMBASSADOR TO EXPERIENCE A MIO GUCCI EVENT.

THE

Ni Ni

BRAND

AMBASSADORS

CHINESE ACTRESS (1 MILLION FOLLOWERS)

Yang Mi

CHINESE ACTRESS AND SINGER (608 K FOLLOWERS)

Lay Zhang

CHINESE SINGER-SONGWRITER, DANCER, ACTOR AND MUSIC PRODUCER (10.2 MILLION FOLLOWERS)

Z. Tao

CHINESE SINGER-SONGWRITER, MODEL, ACTOR AND RAPPER (9.1 MILLION FOLLOWERS)

THE INVITATION PACKAGE PACKAGING: THE PACKAGE WILL BE CONSISTENT WITH MIO GUCCI’S BRANDING. USING A ‘GHOST PEPPER' COLOUR PALETTE OF RED, BEIGE, OFF-WHITE AND BLACK. CONTENTS: EVENT INVITATION, 5 GUEST PASSES, EVENT ITINERARY, INSTRUCTIONS ON WECHAT COMPETITION, MG X GUCCI PRODUCT BOOKLET AND AN EXCLUSIVE MG X GUCCI RING.

THE EVENT ITINERARY

M I O

WeChat Competition WHY? WECHAT HAS “OVER 1 BILLION MONTHLY ACTIVE USERS, 902 MILLION DAILY ACTIVE USERS” (JAO, 2018). KNOWN AS A SUPER APP IN CHINA AND DOMINATED BY A MILLENNIAL AUDIENCE, ADVERTISING ON WECHAT WILL GENERATE LEVERAGE FOR MIO GUCCI LUXURY MEMBERSHIP. HOW? CONSUMERS WHO FOLLOW GUCCI ON THEIR WECHAT ACCOUNT WILL AUTOMATICALLY RECEIVE A QR CODE ON THEIR FEED. IF THEY WANT TO ENTER THE COMPETITION TO WIN EXCLUSIVE ACCESS TO THE MIO GUCCI PRE-LAUNCH WITH THEIR FAVOUR BRAND AMBASSADOR, ALL THEY HAVE TO DO IS CLICK ON THE Q CODE. THIS WILL LINK THEM TO A SURVEY CREATED FOR MARKETING PURPOSE ABOUT THEIR LIFESTYLE. ONCE ENTERED, 4 WINNERS WILL BE SELECTED AT RANDOM. THEY WILL THEN RECEIVE AN EXCLUSIVE INVITATION PACKAGE. OBJECTIVES: ENGAGEMENT WITH DAILY USERS ON WECHAT WHO FOLLOW GUCCI. MEASURING ENGAGEMENT: THE GUCCI MARKETING TEAM WILL TEAM UP WITH CHINESE TECHNOLOGY COMPANY, BAIDU, TO MEASURE HOW EFFECTIVE WECHAT IS AT CREATING ENGAGEMENT FOR MIO GUCCI

The Experience WHAT? A PSYCHEDELIC DREAM-THEMED EVENT AT THE SCOTCH OF ST JAMES, LONDON. THERE WILL BE LIVE MUSIC FROM THE SWINGING 60S AND CONTORTIONIST PERFORMERS. GUESTS MUST DRESS IN ACCORDANCE WITH THE PSYCHEDELIC 1960S THEME. DURING THE EVENT, THE MIO GUCCI X GUCCI PRODUCT RANGE WILL BE ON SHOW AND GUESTS WILL HAVE THE OPPORTUNITY TO SIGN UP FOR THE MIO GUCCI MEMBERSHIP VIA A DIGITAL SCREEN. WHY? THIS INNOVATIVE AND NOSTALGIC EVENT WILL BE USED TO GENERATE ENGAGEMENT FOR THE MIO GUCCI BRAND ON SOCIAL MEDIA THROUGH CELEBRITY ENDORSEMENT, FASHION JOURNALISTS AND GUCCI ENTHUSIASTS. THE PURPOSE OF THE PRE-LAUNCH EVENT IS TO CONNECT WITH MIO GUCCI’S TARGET CONSUMER, CREATE VALUE AND INTEREST AROUND THE MEMBERSHIP AND HELP TO INCREASE SALES AND GENERATE REVENUE FOR GUCCI. OBJECTIVES: - CONTENT GENERATION VIA GUESTS - LIVE STREAMING THE EVENT TO INSTAGRAM. - CONSUMER ENGAGEMENT ON INSTAGRAM, WECHAT AND WEIBO - EXTENSIVE EXPOSURE THROUGH THE PRESS AND EDITORIAL COVERAGE - INCREASE ENGAGEMENT FOR MIO GUCCI AND GUCCI AS A LIFESTYLE BRAND MEASURING EFFECTIVENESS: ALL CONTENT POSTED BY GUESTS WILL BE ANALYSED AND THE ENGAGEMENT WITH THE HASHTAG #MIOGUCCI.

BRAND AMBASSADORS WILL ARRIVE WITH THEIR GUEST WINNER AND WILL BE GREETED WITH A COMPLIMENTARY COCKTAIL. FASHION JOURNALISTS AND CULTURAL JOURNALISTS FROM THE PEOPLE DAILY ARRIVE 30 MINUTES LATER.

WHEN ALL GUEST HAVE ARRIVED, THE MIO GUCCI X GUCCI PRODUCT RANGE IS PRESENTED BY GUCCI’S ALESSANDRO MICHELE AND HIS HEAD OF MARKETING. GUESTS HAVE THE OPPORTUNITY TO SEE AND PURCHASE ORDERS ON THIS EXCLUSIVE RANGE.

PRE-ORDER ARE MADE BY THE GUESTS FOR THEIR FAVOURITE PRODUCTS VIA A DIGITAL SCREEN.

The Event Journey

LIVE CONTORTIONISTS INTRODUCE THE SWINGING 60S EVENT, FOLLOWED BY THE LEGENDARY ROGER WATERS WHO WILL PERFORM A ONE HOUR LIVE PERFORMANCE. COMPLIMENTARY DRINKS AND FINGER FOOD WILL BE AVAILABLE ALL EVENING.

LIVE STREAMING, PICTURE AND VIDEO POSTS WILL BE POSTED BY BRAND AMBASSADORS AND GUESTS DURING THE NIGHT. ALONGSIDE, PROFESSIONAL PHOTOGRAPHERS DOCUMENTING THE WHOLE NIGHT WHICH WILL THEN BE PUBLISHED ON GUCCI’S OFFICIAL WEBSITE.

BY THE END OF THE NIGHT, GUESTS WILL HAVE THOROUGHLY ENJOYED THE MIO GUCCI EXPERIENCE AND SOME WILL OPT TO SIGN UP FOR THE MEMBERSHIP.

WHO? AN INVITATION WILL BE SENT TO JOURNALISTS FROM THE PEOPLES DAILY, WHO ARE BASED IN LONDON. THE PEOPLES DAILY IS CHINA’S MOST POPULAR NEWSPAPER AND WILL HELP TO ATTRACT THE CONSUMER MARKET. FASHION JOURNALISTS FROM VOGUE, HARPER’S BAZAAR AND GQ WILL BE INVITED AND PAID TO WRITE AN ARTICLE ON THEIR EXPERIENCE AT THE EVENT. OBJECTIVES: FOUR PAID MEDIA SOURCES TO RELEASE ARTICLES ON THE EVENT ABOUT THEIR EXPERIENCE, THE MIO GUCCI MEMBERSHIP, EXCLUSIVE PRODUCT RANGES, INNOVATIVE EVENTS AND DETAILS ABOUT HOW TO JOIN AND HOW TO FIND MORE INFORMATION USING THE #MIOGUCCI HASHTAG. WHY? TO CREATE HYPE FOR THE MIO GUCCI MEMBERSHIP AND GUCCI AS A LEADING LUXURY LIFESTYLE BRAND. MEASUREMENTS: GUCCI’S PR TEAM WILL BE RESPONSIBLE FOR ANALYSING AND TRACKING DAILY COVERAGE PRODUCED BY MEDIA AND PRESS SOURCES. THEY WILL PRODUCE A WEEKLY MEDIA REPORT RIGHT UP UNTIL THE LAUNCH.

CLASSIC ADVERTISING

2

OBJECTIVES: GENERATE INTEREST FOR THE MIO GUCCI MEMBERSHIP AMONGST CHINESE STUDENTS PARTICULARLY IN THE UK AND THROUGHOUT EUROPE. STRATEGY: CREATE DESIRABILITY AMONGST THE CHINESE STUDENT CONSUMERS, FOR THE MIO GUCCI MEMBERSHIP BY ADVERTISING ITS UNIQUE ATTRIBUTES THROUGH A VARIETY OF ADVERTISING CHANNELS. TACTICS: TO CREATE AWARENESS AND REACH THE CORE TARGET MARKET AND OTHER POTENTIAL MARKETS. CHANNELS: BILLBOARDS, MAGAZINE ADVERTISING, PRESS COVERAGE CHINESE AND UK NEWS PAPERS, EDITORIAL COVERAGE, GUCCI.COM, BRAND AMBASSADORS, INSTAGRAM, WECHAT AND WEIBO.

“GUCCI.COM CURRENTLY OFFERS E-COMMERCE IN 28 COUNTRIES AND RECEIVES OVER 100 MILLION UNIQUE VISITORS PER YEAR”

(Fernandez, 2018)

THE OFFICIAL GUCCI WEBSITE WHERE? ADVERTISING ON THE MAIN BANNER OF THE GUCCI HOMEPAGE. ALSO, IN THE MENU, TABS AND FOOTER. WHEN USERS CLICK ON THE STORIES TAB, THEY WILL SEE MIO GUCCI BEING PROMOTED ON GUCCI PLACES, MIO GUCCI GRAPHICS WILL ALSO BE PROMOTED ON GUCCI WALLS, AD CAMPAIGNS, PEOPLE AND EVENTS AND INSPIRATION AND CODES. OBJECTIVES: TO CREATE AWARENESS THROUGH GUCCI’S OFFICIAL WEBSITE AND TO DIRECTLY TARGET CONSUMERS WITH AN INTEREST IN BUYING GUCCI PRODUCTS AND SERVICES. THE WEBSITE IS A GLOBAL FORM OF ADVERTISING AND CAN BE ACCESSED ALL OVER THE WORLD WHICH GIVES MIO GUCCI A GLOBAL AUDIENCE.

BILLBOARD ADVERTISING “71 PERCENT OF PEOPLE REPORT NOT JUST SEEING BILLBOARDS BUT ACTUALLY NOTING WHAT’S ON THEM”

(Queiroz, 2019)

WHERE? BILLBOARD ADVERTISING OF THE MIO GUCCI MEMBERSHIP WILL BE ADVERTISED THROUGHOUT LONDON. ADVERTS CAN BEEN SEEN IN THE LONDON UNDERGROUND, HIGH-RISE BUILDINGS AND BILLBOARD ABOVE MAJOR ROADS IN AND OUT OF LONDON. WHY? THESE BILLBOARD ADVERTISEMENT WILL HELP TO REINFORCE BRAND IMAGE. THE MOST CLASSIC APPROACHES TO ADVERTISING ARE OFTEN THE MOST EFFECTIVE AT ATTRACTING ATTENTION. OBJECTIVES: TO GAIN EXPOSURE AND GENERATE INTEREST TO A WIDER TARGET MARKET.

SOCIAL MEDIA COVERAGE

The Scotch of St James, London SW1Y 6BU

Mio Gucci Pre-launch event @scotchofsaintjames featuring brand ambassador @yangmi #miogucci @alessandro_michele creative director #mioguccimembership #gucci #luxurymemebership #chinesecelebrities #swinging60s psychedelic dream themed event and live performances @rogerwaters

“USERS SPEND ON AVERAGE 53 MINUTES A DAY USING INSTAGRAM”

(Clarke, 2019)

STRATEGY: - CREATE THE NEED TO BE APART OF THIS MOVEMENT - CREATE A NEED TO BE APART OF SOMETHING BIGGER THAN OURSELVES - THE NEED TO BE APART OF A SOCIAL CIRCLE - FEELING THE NEED TO BE APART OF A LUXURY BRAND WHERE? INSTAGRAM, WECHAT AND WEIBO.

“60% OF USERS (600+ MILLION PEOPLE) SEEK AND DISCOVER NEW PRODUCTS ON INSTAGRAM”

(Clarke, 2019)

MIO GUCCI

MIO GUCCI

“1 BILLION ACTIVE DAILY ACTIVE USERS”

(Iqbal, 2019)

“PEAK WECHAT USAGE OCCURS IN THE 26-35 AGE GROUP”

(Iqbal, 2019)

MIO GUCCI

"WEIBO WILL GENERATE $1.54 BILLION IN NET DIGITAL AD REVENUE THIS YEAR"

(eMarketer, 2018)

"24.6% OF THE CHINESE POPULATION USE WEIBO"

(eMarketer, 2018)

BRAND AMBASSADORS WHO SHARE THEIR BRAND EXPERIENCES IN SOCIAL MEDIA, IMPACT CUSTOMERS INCREASED WILLINGNESS TO PURCHASE

(Wu et al., 2017)

OBJECTIVES: BRAND AMBASSADORS TO ENCOURAGE THEIR FOLLOWERS TO BUY THE MIO GUCCI MEMBERSHIP. THEY CREATE INTEREST AROUND THE GUCCI BRAND AND EDUCATE THEIR AUDIENCES ON GUCCI'S HIGH QUALITY AND INNOVATIVE OFFERINGS. NINI, YANG MI, LAY ZHANG AND Z.TAO, WITH THEIR MASS ASIAN FOLLOWING, HAVE THE POWER TO INFLUENCE MIO GUCCI'S CORE CONSUMER MARKET. WHY? CONSUMERS TRUST THE JUDGEMENT AND OPINION OF THEIR FAVOURITE CELEBRITIES. ACCORDING TO THE SOCIAL MEDIA REVOLUTION REPORT, “78% OF CONSUMERS TRUST SOCIAL PEER RECOMMENDATION OVER JUST 14% OF CONSUMERS THAT TRUST ADVERTISEMENTS” (URBANIAK, 2016). THIS STRATEGY IS IMPORTANT TO CREATE AWARENESS, TRUST AND A DESIRE TO BUY THE MIO GUCCI MEMBERSHIP. THIS CAN BE ACHIEVED BECAUSE IT HAS BEEN PROVEN THAT “BRAND AMBASSADORS HAVE A SIGNIFICANT EFFECT ON THE CUSTOMER’S ATTITUDE BY CREATING A DESIRABLE BRAND IMAGE, POSITIVELY AFFECTING BRAND IMAGE IN INSTAGRAM” (SABRABADI ET AL., 2018).

POP-UP STORE CAMPAIGN OBJECTIVES: RAISE AWARENESS, DRIVE TRAFFIC, SUPPORT AND ADVERTISE THE MIO GUCCI MEMBERSHIP AND ITS EXCLUSIVE PRODUCT RANGE AND IMMERSIVE EVENTS. STRATEGY: - ALLOW CONSUMERS REAL-TIME INTERACTION WITH THE GUCCI X MIO GUCCI EXCLUSIVE PRODUCT RANGE - CREATE A HYPER AROUND MIO GUCCI’S LUXURY MEMBERSHIP SERVICE AND PRODUCT RANGE - ENGAGE WITH THE CORE CONSUMER MARKET IN AN ENVIRONMENT AND LOCATION THAT IS COMFORTING AND FAMILIAR TO THEM - GENERATE ENGAGEMENT AND CONVERSATION USING #MIOGUCCI - GIVING GIFTS TO CONSUMERS TO CREATE AN EMOTIONAL BOND BETWEEN THEM AND MIO GUCCI

3

TACTICS: - POP-UP STORE LAYOUT NEEDS TO BE INTERACTIVE, SOCIAL, OPEN AND FREE FLOWING - CHINESE CALLIGRAPHY ARTISTS TO MAKE PAINTINGS FOR EACH CONSUMER - MIO GUCCI GOODIE BAG GIVE AWAY - BRAND AMBASSADORS TO PROMOTE THE POP-UP STORE CAMPAIGN - EDITORIAL AND PRESS RELEASE BEFORE THE POP-UP STORE CAMPAIGN - ADVERTISING POP-UP STORE OPENING ON GUCCI.COM CHANNELS: - WECHAT - WEIBO - GUCCI.COM - CHINATOWN.CO.UK/NEWS-AND-EVENTS - GUCCI INSTAGRAM - EDITORIAL AND PRESS COVERAGE - BRAND AMBASSADORS CONSUMER PROFILE: MILLENNIAL CHINESE STUDENTS STUDYING IN LONDON AND THROUGHOUT THE REST OF THE UK. AGED BETWEEN 21- 35.

LOCATION

CHINATOWN GATE 10 WARDOUR ST, LONDON W1D 6BZ

POP-UP STORE

COMMUNAL

COSY

INNOVATIVE

IMMERSIVE

SOCIAL

STRIKING

FLOOR PLAN

VISUAL MERCHANDISING MIO GUCCI X DARIA ZINOVATNAYA A COLLABORATION WITH DARIA ZINOVATNAYA AN INDUSTRIAL AND INTERIOR DESIGNER WITH A BOLD AND EXPERIMENTAL COLOUR PALETTE. HER INTERIOR WORK PLAYS ON COLOUR, BALANCE AND EXPERIMENTAL COMPOSITIONS. HER DESIGN AESTHETIC MATCHES MIO GUCCI’S VISION. PRODUCING AN ART GALLERY-LIKE SETTING WHILST CONSUMERS BROWSE.

WOMENS ACCESSORIES

GUCCI X MIO GUCCI PRODUCT RANGE

MENS ACCESSORIES

GUCCI X MIO GUCCI

THE EVENT EXPERIENCE THE POP-UP STORE ALLOWS THE TARGET CONSUMERS TO INTERACT WITH MIO GUCCI IN A FAMILIAR AND SAFE PLACE. MIO GUCCI AIMS TO PROVIDE AN EXPERIENCE THAT EMOTIONALLY CONNECTS THE CONSUMER AND THEIR CULTURAL HERITAGE TO GUCCI. A CHINESE CALLIGRAPHY ARTIST WILL BE PRESENT TO HAND PAINT A PERSONAL PIECE OF CALLIGRAPHY FOR EACH CUSTOMER. THE STORE HAS BEEN CAREFULLY CRAFTED TO GIVE THE LOOK AND FEEL OF AN ART GALLERY. THUS, PROVIDING A NEW SHOPPING EXPERIENCE. AN EXPERIENCE THAT ISN’T SOLELY RELIANT UPON THE ACTION OF PURCHASING BUT SEEING GUCCI PRODUCTS AS TRUE WORKS OF ART.

COMPLIMENTARY GOODIE BAG CONSUMERS WHO BUY FROM THE MIO GUCCI POP-UP STORE WILL RECEIVE A COMPLIMENTARY GOODIE BAG, DEVELOPED TO MATCH MIO GUCCI’S BRAND IDENTITY. THE MIO GUCCI BRANDED BAG WILL INCLUDE A GUCCI X MIO SILK SCARF, BROCHURE WITH MEMBERSHIP INFORMATION AND EVENTS LIST, PRODUCT RANGE LOOK-BOOK, SIGNED ARTWORK BY PACKY LAI A CHINESE CALLIGRAPHY ARTIST AND A QR CODE WHICH LINKS TO THE MIO GUCCI PLATFORM AND ART COMPETITION ON INSTAGRAM.

4

THE INSTAGRAM CAMPAIGN OBJECTIVES: TO ENCOURAGE YOUNG CHINESE STUDENTS TO GET CREATIVE AND FEEL EXCITED ABOUT HAVING THE CHANCE TO WIN AN ANNUAL MIO GUCCI MEMBERSHIP. STRATEGY: CREATE A MIO GUCCI COMMUNITY, INCREASE INTEREST FOR GUCCI AND ENCOURAGE CREATIVITY. BRAND AMBASSADORS LEAD THE INSTAGRAM CAMPAIGN AND BECOME THE FACE OF MIO GUCCI. TACTICS: BRAND AMBASSADORS TO REPRESENT THE TARGET MARKET ALESSANDRO MICHELE TO PROMOTE AND ENCOURAGE INVOLVEMENT ENGAGING AND FRIENDLY COMPETITION ON INSTAGRAM THE CHANCE TO WIN A FREE MEMBERSHIP CHANNELS: INSTAGRAM, BRAND AMBASSADORS, WEIBO, WECHAT AND YOUTUBE. CUSTOMER PROFILE: 21- 35 YEAR OLD CHINESE STUDENTS (BACHELORS, MASTERS AND PHD STUDENTS) WHO BROWSE SOCIAL MEDIA FOR UP TO 3-4 HOURS A DAY. THIS CONSUMER USES INSTAGRAM, WECHAT, WEIBO AND YOUTUBE.

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I N S T A G R A M

C O M P E T I T I O N

# M I O G U C C I F A C E

B R A N D

A M B A S S A D O R

N I N I

N I N I ' S

I N S T A G R A M

P R O M O T I N G

# M I O G U C C I F A C E

Y O U T U B E

A D V E R T I S I N G

Gucci: #MioGucciface competition win gucci's new luxury membership Enter now with your artwork at https://www.instagram.com/gucci/ using the hashtag #miogucciface

# M I O G U C C I F A C E

C A M P A I G N Â T R E N D I N G

O N

Y O U T U B E

# M I O G U C C I F A C E Â T A R G E T

M A R K E T

E N G A G E M E N T

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C O M P E T I T I O N

W I N N E R S

W I N N I N G A R T W O R K

# M O I G U C C I F A C E

18 MONTH TIMELINE

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1 2 3 4 5 6 7 8 9

STRATEGY: GENERATE AWARENESS FOR THE MIO GUCCI MEMBERSHIP, PLATFORM AND EXCLUSIVE PRODUCT RANGE. OBJECTIVE: TO CREATE AND IMPLEMENT THE MIO GUCCI PLATFORM ONTO THE GUCCI APP AND THE OFFICIAL GUCCI.COM WITHIN THE FIRST THREE MONTHS. CAMPAIGNS: GUCCI APP AND WEBSITE EXTENSION, LAUNCH EVENT, WECHAT AND WEIBO.

STRATEGY: GENERATE AWARENESS FOR THE MIO GUCCI MEMBERSHIP, PLATFORM AND EXCLUSIVE PRODUCT RANGE. OBJECTIVE: TO CREATE AND IMPLEMENT THE MIO GUCCI PLATFORM ONTO THE GUCCI APP AND THE OFFICIAL GUCCI.COM WITHIN THE FIRST THREE MONTHS. CAMPAIGNS: GUCCI APP AND WEBSITE EXTENSION, LAUNCH EVENT, WECHAT AND WEIBO.

STRATEGY: LAUNCH EXCLUSIVE MIO GUCCI X GUCCI PRODUCT RANGE. OBJECTIVE: SUCCESSFULLY LAUNCH THE PRODUCT RANGE ONLINE AND PROMOTE AT LAUNCH. CAMPAIGNS: GUCCI APP AND GUCCI.COM EXTENSION, LAUNCH, EVENT, WECHAT, WEIBO AND INSTAGRAM.

STRATEGY: DRIVE TRAFFIC TO THE GUCCI APP AND MIO GUCCI BRAND EXTENSION. OBJECTIVE: PROMOTE GUCCI AS A LIFESTYLE BRAND THROUGH MIO GUCCI. COMMUNICATE MIO GUCCI'S BRAND IDENTITY AND VALUES. CAMPAIGNS: BRAND AMBASSADORS, PRESS AND EDITORIAL COVERAGE, INSTAGRAM, WEIBO, WECHAT AND THE GUCCI.COM.

STRATEGY: INCREASE ENGAGEMENT WITH MIO GUCCI'S TARGET MARKET THROUGH STRATEGIC MARKETING. OBJECTIVE: PROMOTING MIO GUCCI THROUGH GUCCI'S INSTAGRAM USING HASHTAGS, CREATING INTEREST AROUND GUCCI'S NEW BRAND EXTENSION. CHINESE BRAND AMBASSADORS TO PROMOTE MIO GUCCI TO THIR MILLIONS OF ASIAN FOLLOWERS. ADVERTISING ON WEIBO AND WECHAT TO REACH ASIAN CONSUMERS. CAMPAIGNS: BRAND AMBASSADORS, INSTAGRAM, GUCCI.COM, WEIBO, WECHAT, PRESS AND EDITORIAL COVERAGE AND BILLBOARDS.

STRATEGY: INCREASE ENGAGEMENT WITH MIO GUCCI'S TARGET MARKET THROUGH STRATEGIC MARKETING. OBJECTIVE: PROMOTING MIO GUCCI THROUGH GUCCI'S INSTAGRAM USING HASHTAGS, CREATING INTEREST AROUND GUCCI'S NEW BRAND EXTENSION. CHINESE BRAND AMBASSADORS TO PROMOTE MIO GUCCI TO THIR MILLIONS OF ASIAN FOLLOWERS. ADVERTISING ON WEIBO AND WECHAT TO REACH ASIAN CONSUMERS. CAMPAIGNS: BRAND AMBASSADORS, INSTAGRAM, GUCCI.COM, WEIBO, WECHAT, PRESS AND EDITORIAL COVERAGE AND BILLBOARDS.

STRATEGY: DIVERSIFY MARKETING STRATEGIES AND TARGET CORE CONSUMER MARKET OBJECTIVE: STRUCTURE AND EXECUTE A HIGH-END MARKETING CAMPAIGN TO PROMOTE MIO GUCCI'S LUXURY MEMBERSHIP, PRODUCT RANGE, IMMERSIVE EVENTS AND COMMUNAL PLATFORM. CAMPAIGNS: BRAND AMBASSADORS, DIGITAL COMPETITION, PRESS AND EDITORIAL COVERAGE, MIO GUCCI MERCHANDISE AND COMPLEMENTARY OFFERINGS.

STRATEGY: DIVERSIFY MARKETING STRATEGIES AND TARGET CORE CONSUMER MARKET OBJECTIVE: STRUCTURE AND EXECUTE A HIGH-END MARKETING CAMPAIGN TO PROMOTE MIO GUCCI'S LUXURY MEMBERSHIP, PRODUCT RANGE, IMMERSIVE EVENTS AND COMMUNAL PLATFORM. CAMPAIGNS: BRAND AMBASSADORS, DIGITAL COMPETITION, PRESS AND EDITORIAL COVERAGE, MIO GUCCI MERCHANDISE AND COMPLEMENTARY OFFERINGS, BILLBOARDS AND YOUTUBE.

STRATEGY: PROMOTE A MIO GUCCI X GUCCI PRODUCT RANGE THAT CELEBRATES THE UP-AND-COMING CHINESE NEW YEAR OBJECTIVE: PROMOTE THE CHINESE NEW YEAR AND CHINESE TRADITIONS THROUGH POP-UP-STORE EXPERIENCE. CAMPAIGNS: CHINESE BRAND AMBASSADORS, GUCCI.COM, GUCCI'S INSTAGRAM, WEIBO, WECHAT, POP-UP STORE EXPERIENCE, PRESS AND EDITORIAL COVERAGE, YOUTUBE, BILLBOARDS, PRODUCT RANGE.

10 11 12 13 14 15 16 17 18

STRATEGY: PROMOTE A MIO GUCCI X GUCCI PRODUCT RANGE THAT CELEBRATES THE UP-AND-COMING CHINESE NEW YEAR OBJECTIVE: PROMOTEÂ THE CHINESE NEW YEAR AND CHINESE TRADITIONS THROUGH POP-UP-STORE EXPERIENCE. CAMPAIGNS: CHINESE BRAND AMBASSADORS, GUCCI.COM, GUCCI'S INSTAGRAM, WEIBO, WECHAT, POP-UP STORE EXPERIENCE, PRESS AND EDITORIAL COVERAGE, YOUTUBE, BILLBOARDS, PRODUCT RANGE.

STRATEGY: TRANSLATE THE VIRTUAL CONCEPT AND MAKE IT PSYCHICAL. OBJECTIVE: RUN A SUCCESSFUL POP-UP-STORE IN-FRONT OF CHINATOWNS GATE TO ENCOURAGE CHINESE STUDENT ENGAGEMENT IN A FAMILIAR ENVIRONMENT. CAMPAIGNS: CHINESE BRAND AMBASSADORS, GUCCI.COM, GUCCI'S INSTAGRAM, WEIBO, WECHAT, POP-UP STORE EXPERIENCE, PRESS AND EDITORIAL COVERAGE, YOUTUBE, BILLBOARDS, PRODUCT RANGE.

STRATEGY: TRANSLATE THE VIRTUAL CONCEPT AND MAKE IT PSYCHICAL. OBJECTIVE: RUN A SUCCESSFUL POP-UP-STORE IN-FRONT OF CHINATOWNS GATE TO ENCOURAGE CHINESE STUDENT ENGAGEMENT IN A FAMILIAR ENVIRONMENT. CAMPAIGNS: CHINESE BRAND AMBASSADORS, GUCCI.COM, GUCCI'S INSTAGRAM, WEIBO, WECHAT, POP-UP STORE EXPERIENCE, PRESS AND EDITORIAL COVERAGE, YOUTUBE, BILLBOARDS, PRODUCT RANGE.

STRATEGY: UPDATES TO THE MIO GUCCI PLATFORM AS THERE ARE FOUR EVENTS PER YEAR FOR MEMBERS AND DIFFERENT PRODUCT RANGES RELATE TO EACH NEW EVENT. OBJECTIVES: UPDATE GUCCI.COM, GUCCI APP AND MIO GUCCI PLATFORM. CAMPAIGNS: UPDATES ACROSS ALL PLATFORMS

STRATEGY: ENCOURAGE MORE ASIAN STUDENTS TO JOIN MIO GUCCI BY A CREATIVE COMPETITION ON INSTAGRAM, ENDORSED BY THEIR FAVOURITE BRAND AMBASSADORS OBJECTIVES: BRAND AMBASSADORS WILL ENCOURAGE THE TARGET MARKET TO GET CREATIVE AND MAKE A DRAWN OR PHOTO PROFILE, USING THE HASHTAG #MIOGUCCIFACE TO ENTER. WINNERS WILL WIN AN ANNUAL MIO GUCCI MEMBERSHIP. CAMPAIGN: BRAND AMBASSADORS, GUCCI.COM, GUCCI INSTAGRAM, BILLBOARDS, YOUTUBE, WEIBO, WECHAT, PRESS AND EDITORIAL COVERAGE.

STRATEGY: ENCOURAGE MORE ASIAN STUDENTS TO JOIN MIO GUCCI BY A CREATIVE COMPETITION ON INSTAGRAM, ENDORSED BY THEIR FAVOURITE BRAND AMBASSADORS OBJECTIVES: BRAND AMBASSADORS WILL ENCOURAGE THE TARGET MARKET TO GET CREATIVE AND MAKE A DRAWN OR PHOTO PROFILE, USING THE HASHTAG #MIOGUCCIFACE TO ENTER. WINNERS WILL WIN AN ANNUAL MIO GUCCI MEMBERSHIP. CAMPAIGN: BRAND AMBASSADORS, GUCCI.COM, GUCCI INSTAGRAM, BILLBOARDS, YOUTUBE, WEIBO, WECHAT, PRESS AND EDITORIAL COVERAGE.

STRATEGY: AIM TO DIVERSIFY AUDIENCE BY EXPANDING TO EUROPE. ENCOURAGING CHINESE STUDENT FROM ITALY, FRANCE AND GERMANY TO JOIN MIO GUCCI. OBJECTIVES: AN EMPHASIS ON INSTAGRAM PROMOTION AND BRAND AMBASSADORS TO ENCOURAGE STUDENT IN EUROPE TO JOIN. POP-UP STORES IN MAJOR CITIES AND EVENTS PROMOTED AS SOCIALLY STIMULATING, EDUCATING AND CULTURAL. CAMPAIGN: BRAND AMBASSADORS, GUCCI.COM, GUCCI INSTAGRAM, BILLBOARDS, YOUTUBE, WEIBO, WECHAT, PRESS AND EDITORIAL COVERAGE.

STRATEGY: ONCE THE MAIN CITIES IN EUROPE ARE COVERED AND THE TARGET MARKET HAS INCREASED. THE FOCUS WILL SHIFT TO ASIA, PARTICULARLY MAINLAND CHINA, SOUTH KOREA AND JAPAN. OBJECTIVES: EXPAND THE MIO GUCCI LUXURY MEMBERSHIP IN EAST-ASIA TO INCREASE REVENUE AND TARGET MARKETS. CAMPAIGN: EAST ASIAN PRESS AND EDITORIAL COVERAGE, WEIBO, WECHAT, BILLBOARD, GUCCI.COM, TENCENT QQ, AND TOUDOU YOUKU.

STRATEGY: ONCE THE MAIN CITIES IN EUROPE ARE COVERED AND THE TARGET MARKET HAS INCREASED. THE FOCUS WILL SHIFT TO ASIA, PARTICULARLY MAINLAND CHINA, SOUTH KOREA AND JAPAN. OBJECTIVES: EXPAND THE MIO GUCCI LUXURY MEMBERSHIP IN EAST-ASIA TO INCREASE REVENUE AND TARGET MARKETS. CAMPAIGN: EAST ASIAN PRESS AND EDITORIAL COVERAGE, WEIBO, WECHAT, BILLBOARD, GUCCI.COM, TENCENT QQ, AND TOUDOU YOUKU.

FINANCIAL CONSIDERATIONS

8

£2,751,700

Marketing Communications

£200,000 Sales and Strate󿵋 £300,000

Salaries and Wages

£700,000

£200,000 Legal and Accounting fees

Manufacturing and Product

£5,911,700

£1,500,000 Research Development

£100,000

Inventory and Warehouse Storage

£60,000 Platform Development £50,000

Licenses, Taxes and Patents

£50,000

Distribution

OVERALL COST

Marketing Breakdown

9

FUTURE CONSIDERATIONS CURRENTLY, MIO GUCCI’S FOCUS IS ON CHINESE MILLENNIAL STUDENTS IN THE UK MARKET. IF SALE TARGETS ARE MET, MIO GUCCI WILL LOOK TO EXPAND ACROSS EUROPEAN MARKETS. THIS EXPANSION RELIES UPON DEMAND IN OTHER COUNTIES WHO HAVE A HIGH PERCENTAGE OF CHINESE STUDENTS. ACCORDING TO A REPORT PUBLISHED BY QUARTZ, 600,000 CHINESE STUDENTS RETURN HOME AFTER THEIR STUDIES (ZHOU, 2018). THIS PRESENTS AN OPPORTUNITY FOR MIO GUCCI TO EXPAND IN ASIA, TO OFFER THE SAME MEMBERSHIP THEY WERE USE TO IN THE UK. CONCLUSION TO CONCLUDE, THE MIO GUCCI EXTENSION ENHANCES GUCCI AS A LUXURY LIFESTYLE BRAND IN A GLOBAL MARKET. THIS LUXURY MEMBERSHIP HELPS TO SUPPORT THE WELLBEING OF CHINESE STUDENTS STUDYING ABROAD, PARTICULARLY IN THE UK. CHINESE MILLENNIALS ARE A PROFITABLE TARGET MARKET FOR GUCCI AND HAVE A STRONG DESIRE TO BUY QUALITY SERVICES AND PRODUCTS. THE MIO GUCCI MEMBERSHIP HELPS CREATES POSITIVE NOTIONS AROUND THE GUCCI BRAND. A BRAND WHO CARES ABOUT ITS CONSUMERS CULTURAL VALUES, NEEDS AND GENERAL WELLBEING.

BIBLIOGRAPHY & REFERENCES

WORD COUNT: 54442

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ACADEMIC JOURNALS Collins-Dodd, C. and Louviere, J. 1999. Brand Equity and Retailer Acceptance of Brand Extensions. Journal of Retailing and Consumer Services. 6 (1), pp. 1–13.

Sadrabadi, A. N., et al. 2018. Evaluating the Role of Brand Ambassadors in Social Media. Journal of Marketing Management and Consumer Behaviour. 2 (3) pp.54-70.

Tauber, E. 1988. Brand Leverage: Strategy for Growth in a Cost-Control World. Journal of Advertising Research. 28 (1) , pp. 26–30.

Völckner, F. and Sattler, H. 2006. Drivers of brand extension success. Journal of Marketing. 70 (3), pp.18-34.

Wu, W. and Quyen, P. 2017. How e-service scapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience.

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Appendix

THE KEY MOTIVATIONS BEHIND YOUR PROJECT AT A PERSONAL LEVEL, INCLUDING YOUR PASSIONS AND AMBITIONS...

1

INITIALLY, THROUGH RESEARCHING TRENDS ON LS: N GLOBAL AND WGSN, I CAME ACROSS AN AREA OF INTEREST. CIVIC BRANDS. BUSINESSES AND BRANDS THAT ARE REACTING TO A DECENTRALISED ECONOMY AND SOCIETY. MANY BRANDS AND BUSINESS ARE ACTING AS EDUCATORS AND POSITIVE ENABLERS BECAUSE THEY FEEL THE GOVERNMENT IS FAILING TO TACKLE IMPORTANT ISSUES. ISSUES SUCH AS MODERN-DAY LONELINESS AND LACK OF COMMUNITIES IN OUR LOCAL AREAS. THROUGHOUT THIS COURSE, MY STRONGEST AREA HAS BEEN IN TREND PREDICTION. THE KEY MOTIVATION BEHIND MY PROJECT WAS TO TACKLE THE ISSUES WE FACE FROM A DISCONNECTED SOCIETY. THROUGH THIS MOTIVATION, I CRAFTED A CONCEPT THAT WOULD TACKLE ISSUES OF LONELINESS AND FEELINGS OF ISOLATING BEING A STUDENT IN A FOREIGN COUNTRY. THROUGH SPEAKING WITH MY PARTNER, I BEGAN TO UNDERSTAND AND EMPATHISE WITH THE DRAUGHTING EXPERIENCE OF COMING TO A BRAND NEW COUNTRY AS AN OUTSIDER. HE FOUND COMFORT IN JOINING GROUPS ONLINE, FOR EXAMPLE ON FACEBOOK ‘GREEKS WORKING AND STUDYING IN LONDON’. THIS SPARKED THE IDEA OF CREATING AN ONLINE AND OFFLINE COMMUNITY. THUS, USING TECHNOLOGY IN A POSITIVE WAY TO CREATE A COMMUNAL FEELING BOTH ONLINE AND IN OFFLINE SPACES. ANOTHER IDEA THAT HELPED CRAFT MY CONCEPT AND CAME FROM PERSONAL EXPERIENCE WAS LUXURY MEMBERSHIP CLUBS. I REGULARLY ATTEND HOME HOUSE, A LUXURY MEMBERSHIP CLUB IN 20 PORTMAN SQUARE, LONDON. THERE IS A FEELING OF COMMUNITY HERE. THE SAME MEMBERS ATTEND MOST WEEKENDS AND NATURALLY ONE STARTS TO CREATE RELATIONSHIPS WITH BOTH MEMBERS AND STAFF. THE FIRST LUXURY BRAND THAT CAME TO MIND WAS GUCCI. THROUGH ALESSANDRO MICHELE'S CREATIVE VISION, GUCCI IS A LUXURY BRAND THAT IS OPEN TO CHANGE AND EMBRACES THE ARTS AND CULTURE. AREAS I HAVE SUCH A PASSION FOR, PARTICULARLY THE ARTS. BEFORE STARTING MY DEGREE I CAME FROM A FINE ARTS BACKGROUND. GUCCI IS THE DEFINITION OF PROGRESSIVE IDEAS AND INNOVATION. GUCCI HAS REFINED NOTIONS OF MODERN DAY LUXURY. YET, I FEEL THERE IS A GAP IN THE MARKET. I BELIEVE A GUCCI LUXURY MEMBERSHIP WOULD BE DESIRABLE AND GENERATE INCREASED REVENUE FOR THE BRAND. ADDITIONALLY, THROUGHOUT MY FASHION MARKETING DEGREE, I HAVE HAD A KEEN INTEREST IN THE EAST ASIAN MARKET. PARTICULARLY, THE MIDDLE CLASS IN MAINLAND CHINA AND YOUNG CHINESE MILLENNIAL WHO BENEFIT FROM THEIR PARENTS' WEALTH. THERE IS VAST GROWTH IN THIS MARKET AND OFFERS OPPORTUNITIES FOR BUSINESS. GUCCI APPEALS TO THE CHINESE CONSUMER ALREADY, HOWEVER, I FEEL THEY COULD REALLY FOCUS ON THIS MARKET DEMAND. PARTICULARLY CHINESE MILLENNIALS WHO ARE STUDENTS STUDYING THROUGHOUT EUROPE, WITH PARTICULAR FOCUS ON THE CHINESE STUDENTS IN THE UK. THE OVERALL AIM WAS TO COMBINE MY RESEARCH, KNOWLEDGE AND PASSIONS TOGETHER. MY PERSONAL EXPERIENCES WITH MEMBERSHIP CLUBS AND MY PASSION FOR GUCCI AND THE CHINESE MARKET HELPED ME TO CRAFT ‘MIO GUCCI’. A BRAND EXTENSION FOR GUCCI, IN THE FORM OF A LUXURY MEMBERSHIP. A LUXURY MEMBERSHIP WITH A COMMUNAL FOCUS AND A UNIQUE APPROACH TO CREATING CULTURAL AND EDUCATIONAL EVENTS. ALONGSIDE, EXCLUSIVE PRODUCT RANGES THAT APPEAL TO A MILLENNIAL CHINESE TARGET MARKET. THROUGH THIS PROCESS, I AIM TO EXECUTE MY AMBITION TO BECOME FAMILIAR WITH BRANDING, CAMPAIGN PROMOTION AND FORMULATING A LUXURY MEMBERSHIP SERVICE. A REAL AMBITION TO LEARN SUCCESSFUL MARKETING TECHNIQUES, HOW TO LAUNCH PRODUCTS AND ENDEARING CAMPAIGNS AND FORMULATING APPROPRIATE BRANDING THAT APPEALS TO THE CORE CONSUMER MARKET.

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YOUR CREATIVE CONCEPT DEVELOPMENT PROCESS AND A CRITICAL REFLECTION ON YOUR PROJECT AND LEARNING PROCESS. THE CREATIVE CONCEPT DEVELOPMENT PROCESS MY AIM WAS TO CREATE A CONCEPT THAT WOULD ENGAGE THE TARGET MARKET. I STARTED WITH A CONCEPT WITH A STRONG PURPOSE, CENTRED AROUND THE CONSUMERS' WELLBEING. THEN I BUILT THE BRANDING AROUND THE CHINESE CONSUMER. THE CHOICE OF COLOUR (RED AND BEIGE) WAS IMPORTANT AS THEY SYMBOLISE GOOD LUCK, PROSPERITY AND POSITIVITY IN CHINESE CULTURE. THE MASKS ALSO REPRESENT THE HISTORY AND STRONG ITALIAN INFLUENCE BEHIND THE GUCCI BRAND. THE BRANDING CONVEYS QUALITY, THE ARTS AND CULTURE WHICH ARE IMPORTANT IN CHINESE CULTURE. THE CHINESE CONSUMER OFTEN CHOOSES QUALITY ACTIVITIES THAT EDUCATE THEM. CONSTANT BRANDING THROUGHOUT HELPS TO ENFORCE MIO GUCCI’S CORE BRAND VALUES. INSIGHT WAS IMPORTANT THROUGHOUT IN UNDERSTANDING ‘WHAT’ AND ‘WHO’ INFLUENCES THEM TO MAKE DECISIONS ON PURCHASING A PRODUCT OR SERVICE. IN THESE CASES, BRAND AMBASSADORS WHO ARE FAMOUS CELEBRITIES IN CHINA WITH AN EXTENSIVE AMOUNT OF ASIAN FOLLOWERS WERE CHOSEN TO BE THE FACE OF MIO GUCCI. THEY WERE A CRUCIAL FACTOR IN THE CREATIVE CAMPAIGNS THAT WERE CRAFTED TO ENGAGE AND ENTERTAINED THE TARGET MARKET. CRITICAL REFLECTION ON YOUR WORK I LIKE THE CONCEPT OF MIO GUCCI AND HOW IT TACKLES A TRUE PROBLEM THAT WE FACE TODAY IN MODERN SOCIETY. IT'S A LUXURY MEMBERSHIP WITH A PURPOSE AND A GENUINE INTEREST IN ITS MEMBERS' WELLBEING. I REALLY LIKE THE BRANDING AND COLOUR CHOICES USED IN MY PORTFOLIO. THEY REPRESENT THE TARGET MARKET AND GUCCI’S ARTISTIC AND DARING AESTHETIC. AN AREA THAT I COULD IMPROVE ON IS THE COSTING AND FINANCIAL BREAKDOWN OF MIO GUCCI. I HAVE LIMITED FINANCIAL EXPERIENCE AND THE OVERALL COSTING COULD BE MORE ACCURATE. THIS IS AN AREA I WISH TO IMPROVE ON IN MY FUTURE CAREER IN MARKETING. ANOTHER AREA FOR IMPROVEMENT IS TEAMWORK. I DIDN’T HAVE ENOUGH OPPORTUNITY TO WORK IN A TEAM SETTING AND I HOPE TO ENGAGE WITH MORE TEAMWORK TASKS IN THE NEXT PROJECT. BY PARTICIPATING IN MORE TEAMWORK PROJECTS, I COULD HAVE HAD A BETTER PERSPECTIVE ON MY WORK AND GET MORE IDEAS FROM OTHER PEOPLE IN THE TEAM. THEIR SUGGESTIONS COULD HAVE IMPROVED MY WORK AND PROVIDED MORE AVENUES TO EXPLORE. LEARNING PROCESSES THROUGHOUT THIS MODULE, I HAVE LEARNT HOW TO EXECUTE A CONCEPT IN A VISUALLY STIMULATING WAY THROUGH PROFESSIONAL BRANDING THAT MATCHES THE AESTHETIC OF GUCCI AND RESPECTS AND APPEALS TO THE CHINESE MILLENNIAL TARGET MARKET. I HAVE DISCOVERED THE EXTENSIVE POTENTIAL IN THE CHINESE MILLENNIAL MARKET, PARTICULARLY YOUNG CHINESE STUDENTS STUDYING AND WORKING ABROAD. AS A MARKETING EXERCISE, I FOUND THIS MODULE TO BE AN EFFECTIVE WAY OF LEARNING. COMBINING RESEARCH AND CRAFTING VISUALS TO COMMUNICATE A CONCEPT IS BOTH EXCITING AND ACADEMICALLY STIMULATING.

BEHIND THE SCENES: DEMONSTRATE THE ORIGINALITY OF YOUR WORK AND DESCRIBE THE HIDDEN WORKING PROCESSES BEHIND YOUR BRANDING AND COMMUNICATION STRATEGY. ‘DEMONSTRATE THE ORIGINALITY OF YOUR WORK’ THE MIO GUCCI LUXURY MEMBERSHIP IS AN ORIGINAL IDEA. THERE ISN’T ANOTHER MEMBERSHIP LIKE IT ON THE MARKET. FIRST, THIS MEMBERSHIP IS AN EXTENSION OF THE GUCCI BRAND WHICH HASN’T BEEN DONE BEFORE. SECONDLY, THERE ISN’T A LUXURY MEMBERSHIP THAT EXISTS SPECIFICALLY FOR THE CHINESE MARKET. THIRDLY, I HAVEN’T SEEN A MEMBERSHIP THAT IS COMMUNITY DRIVEN BOTH ONLINE AND OFFLINE. THESE UNIQUE SELLING POINTS MAKE THIS MEMBERSHIP ORIGINAL, DESIRABLE AND READILY AVAILABLE.

‘DESCRIBE THE HIDDEN WORKING PROCESSES BEHIND YOUR BRANDING AND COMMUNICATION STRATEGY’

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RESEARCHING FLORENCE’S RICH MASK MAKING HISTORY HELPED ME TO ACHIEVE THE BRANDING DESIGN. THE CARNIVAL MASK SYMBOLISES PEOPLE COMING TOGETHER TO CELEBRATE A COMMON PURPOSE. I BELIEVE THE MASK IN MIO GUCCI’S BRANDING HELPED TO EMPATHISE THE COMMUNAL ELEMENT TO THE MEMBERSHIP. CELEBRATING A COMMUNITY WHO CAN ENJOY EACH OTHERS COMPANY AND EXPERIENCE MAGICAL EVENTS TOGETHER. I FOUND IT CHALLENGING CHOOSING THE FONT AS I WANTED IT TO BE AS CLOSE AS POSSIBLE TO THE GUCCI FONT. I GOT AROUND THIS BY TRYING MANY DIFFERENT FONTS. I SETTLED FOR A FONT THAT LOOKED RELATIVELY SIMILAR TO THE OFFICIAL GUCCI FONT AND ALSO WORKED HARMONIOUSLY WITH THE MASK LOGO. I CRAFTED ALL THE MARKETING CAMPAIGNS TO SUIT THE TARGET MARKET. INCLUDING A WELL THOUGHT OUT PRE-LAUNCH WHICH SUITED THE CHINESE TARGET MARKET. USUALLY, THE CHINESE CONSUMER LIKES TO FOLLOW A WELL-ORGANISED SCHEDULE AND FEELS COMFORTABLE IN DOING SO. EACH CAMPAIGN ATTEMPTED TO REMIND THE CHINESE MILLENNIAL TARGET MARKET OF THEIR RICH CULTURE AND PRECIOUS TRADITIONS. EVEN THE VENUES WERE SELECTED ACCORDING TO WHERE THIS TARGET MARKET WOULD FEEL MOST COMFORTABLE. THE POP-UP STORE WAS STRATEGICALLY PLACED IN CHINA TOWN BECAUSE THIS AREA IS VERY FAMILIAR TO THE TARGET CONSUMER. OVERALL, THE CORE STRATEGY BEHIND ALL MY MARKETING CAMPAIGNS WAS CRAFTING A CAMPAIGN AROUND THE TARGET MARKET. A CAMPAIGN THAT THEY COULD ENGAGE WITH AND CREATE AN EMOTIONAL CONNECTION WITH. THE MAIN AIM WAS TO CREATE POSITIVE EMOTIONS BETWEEN THE MIO GUCCI AND ITS CORE CONSUMER.

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KEY CASES THAT DEMONSTRATE YOUR PROFESSIONALISM. SHOW THAT YOU CAN WORK BOTH AUTONOMOUSLY AND COLLABORATIVELY WITH A TEAM AND SHOW YOUR ACTIVE ENGAGEMENT IN THE SESSIONS. DEMONSTRATE YOUR PROBLEM-SOLVING SKILLS BY INDICATING HOW YOU MANAGED CHALLENGES IN A PROFESSIONAL MANNER. THROUGHOUT THIS PROJECT, THERE WERE A FEW CHALLENGES. FOR EXAMPLE, THERE WASN’T A LUXURY BRAND THAT HAD A MEMBERSHIP SERVICE. THIS POSED A PROBLEM AS THERE WAS NO EXISTING INFORMATION TO HELP ME WITH MY CONCEPT. DESPITE THIS, I HAD TO USE MY IMAGINATION AND TACKLE THIS PROBLEM BY GETTING INFORMATION FROM OTHER LUXURY MEMBERSHIPS IN THE HOSPITALITY SECTOR. THESE WERE HIGH-CLASS HOTELS IN LONDON WHO OFFERED A MEMBERSHIP SERVICE SUCH AS FOUR SEASONS. I VISITED THIS HOTEL IN LONDON, CONDUCTING PRIMARY RESEARCH TO SEE HOW THEY MARKETED EVENTS AND WHAT THEY PROVIDED IN THEIR LUXURY MEMBERSHIP PACK. ANOTHER PROBLEM I FACED WAS, HOW TO EXECUTE A BRAND EXTENSION SUCCESSFULLY. WITH NO PREVIOUS EXPERTISE IN THIS AREA, ESPECIALLY IN BUILDING A WEBSITE AND SMARTPHONE APPLICATIONS AND PLATFORMS, I HAD TO BE REALISTIC. I UTILISED THE EXISTING GUCCI PLATFORM TO BUILD THE MIO GUCCI PLATFORM. IN ORDER TO EXECUTE THE BRAND EXTENSION SUCCESSFULLY, I EXAMINED OTHER BRAND EXTENSIONS AND BUSINESS MODELS TO GAIN KNOWLEDGE IN THIS AREA. DURING THIS PROJECT, I ENCOUNTER ANOTHER PROBLEM. IT WAS QUITE A CHALLENGE TO MAKE THE BRANDING SUIT THE VISUAL AESTHETIC OF GUCCI’S EXISTING BRANDING AND AT THE SAME TIME APPEALING TO THE CHINESE CUSTOMER. I OVERCAME THIS PROBLEM BY CHOOSING COLOURS THAT SYMBOLISM POSITIVITY, PROSPERITY AND GOOD LUCK IN CHINESE CULTURE. I ALSO DREW A TRADITIONAL CARNIVAL MASK MADE IN FLORENCE, THE BIRTHPLACE OF THE GUCCI. THROUGH MY BRANDING, I WAS ABLE TO VALUE AND RESPECT THE CHINESE CONSUMER. AT THE SAME TIME, AS ENHANCING THE ARTISTIC SIDE OF GUCCI THROUGH ITALIAN CARNIVAL MASKS. MASKS THAT REPRESENT THE RICHNESS OF THE GUCCI BRAND AND FLORENCES ARTISTIC CULTURE AND HISTORY.

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Be Prepared for

STRONGERÂ

TOGETHER MIO GUCCI

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F A M I L Y

Alone, we can do so little; together, we can do so much.

Helen Keller.