Business of Fashion | Madame Grès

MOD1101 - BUSINESS IN FASHION Autumn session 2018 group 65

MADAME GRÈS Rebrand strategy Work presented to Ms. Alycia Jenner November 28th 2018

Team members (SURNAME, Name & Permanent Code)

AXTON, Anabel

AXTA10529708

BOUSSAUD, Julie

BOUJ28579708

DOVERGNE, Coralie

DOVC07529700

LEMMOUCHI, Téjania

LEMT20529805

LOISON, Emma

LOIE17609808

I.

OUR BRAND VISION Who are we Our brand new identity

Once upon a time, there was a lady wanting to be a sculptress, but her family was against it so, instead of working with stones, she turned to fabric.

- MADAME GRĂˆS

OUR VISION

1. Rise stage : She was known for designing for many important

OUR BRAND STORY

figures in high society, from celebrities to princesses.

2. Plateau stage : Towards the end of her career, she was awarded the Dé d’Or in 1976 but even this award couldn’t sway the future of the business.

3. Declined stage : Multiples reasons, among them the war, and that women were demanding denim in the ’70s.

OUR VISION

OUR SERVICE OFFERING.

OUR AMBITION

•

Our ambition : to dust off this apparel

•

Popularize Madame Grès while paying

•

A brand to her effigy, but

• • •

Our positioning : « Affordable luxury »

•

Amongst the competitors operating in the

OUR POSITIONING

OUR COMPETITORS

brand image tribute to her fundamentally modernized

Womenswear brand, on a better market Offering good quality and fashionable products at an affordable price

accessible luxury space, we can mention Maje, Sandro, Claudie Pierlot…

OUR VISION

OUR SERVICE OFFERING.

•

Targeting young women with an

•

From mid to high classes that may

elegant and fashionable style switch to a cheaper product if the product’s design and quality is good

OUR CONSUMERS

enough.

•

Quite different from luxury consumers: They can afford this kind of “luxury” but may also buy from high-street retailers.

OUR VALUES

• •

« French chic »

• •

An excellent customer service

•

Inspirations : the ‘30s, the Greco-roman

To give women confidence and sexiness

Sustainable strategy, we care for environment influence and the draped texture

OUR VISION

OUR MOODBOARD • •

Live in big cities Spend time with their friends in chic and trendy places

OUR CONSUMER PERSONA

•

Like to drink cocktails

•

Read magazines like

•

Spend its holidays at the

and eat sweets Vogue, Vanity Fair, Elle… beach

II.

OUR LAUNCH BRAND STRATEGY Brand launch The  scheduled relaunch is for fall/winter 2019

• • • •

RELAUNCH

OUR BRAND ID

Very minimalist and chic Iconography that reminds of the fashion industry The original name of Madame Grès The “Made in Paris”

RELAUNCH

OUR DISTRIBUTION “Driving sales through e-commerce”

RELAUNCH

OUR DISTRIBUTION Shops located in:

• • • • • • • •

Paris London Milan Shanghai Tokyo Montréal New York San Paolo

RELAUNCH

OUR DISTRIBUTION “Creating ephemeral shops”

RELAUNCH

OUR INNOVATIONS. “Fabric innovation”

RELAUNCH

OUR PROMOTION

RELAUNCH

OUR PROMOTION •

Advertising : in print, television and

•

Internet Marketing : online

cinema advertising, native advertising, search engines, video advertising, social media, and influencer marketing

•

Public Relations and e-PR: Press and bloggers relations, celebrity endorsement, an event of course for the brand lunch and then maybe a worldwide roadshow if the brand shows popularity in ephemeral shops.

“Willingness to embrace digital & move with the times”

•

Working with influencers : a key part of Madame Grès digital

•

To promote Madame Grès’s fall/winter 2019 collection, we will

•

Use of social media to engage with customers and build

access. select influencers who embody the brand’s style. brand awareness. But we will also use them as a tool to drive online sales, through Instagram using one-click e-commerce integration.

RELAUNCH

OUR PROMOTION

RELAUNCH

OUR PROMOTION “Our boutiques”

RELAUNCH

OUR PLANNING • • • •

The MET in New York City

• •

During the NY Fashion Week, in 8-16 February 2019

6 million visitors in 2017 Madame Grès Exhibition in 2008 A runway remains a way to attract attention and to create “envie”

Paris Fashion Week

III.

OUR ICONIC PRODUCTS Our must-have pieces Sketches of three apparel products

ICONIC PROD.

THE TURQUOISE EVENING DRESS • • • • •

Flattering lower necklines the Grès Fold Emphasizes the waist Wants to keep simplicity Blend of Bolt Threads and CRAiLAR

ICONIC PROD.

THE RED OUTDOOR JACKET • • • •

XL sleeves Slim jacket Practical and minimal Inspiration from oversized winter jacket

ICONIC PROD.

REMAKE OF THE ROBE 27 • •

Faithful to the original colour

•

Wool jersey and silk jersey

High-waisted trousers with Grès folding on the waist

ICONIC PROD.

WHERE WILL THE GARMENTS BE PRODUCED? •

Sustainable and ecologically responsible

•

We refuse any practice incorporating forced or

•

We have decided to produce in France

production method slave labour into our supply chain

IV.

OUR LICENCED PRODUCT Our licenced product Complement the brand’s new image and vision

LICENCED

THE GRÈS “TROUSSE DE TOILETTE” •

The global beauty and personal care market represented 467 billion $US in 2018.

•

Participate in building the loyalty

•

Madame Grès’ image of women is

of our customers. independent and strong, elegant but simple, natural but sophisticated.

•

Products that respect environment and the human body

LICENCED

THE GRÈS “TROUSSE DE TOILETTE”

THANK YOU !

CONCLUSION MADAME GRÈS REBRAND STRATEGY