MOSCHINO X Dua Lipa

MOSCHINO COLLABORATIONÂ

DUA LIPA X MOSCHINO

KYRA & BECCA

CONTENTS 03 05 12 14 15

INTRODUCTION BRAND OVERVIEW WHY DUA LIPA TARGET AUDIENCE SOCIAL PLATFORMS

22

WEBSITE

30

EVENT

31

VIDEO

32 MOSCHINO APP

33 34 35 36 37 38 39 40

CONTENT MARKETING BRIEF SURVEY BRANDING PRODUCT PLACE AND PRICE COMPSHOP BIBLOGRAPHY EVALUATION

IF YOU CANT BE ELEGANT, AT LEAST BE EXSTRAVAGANT

INTRODUCTION MOSCHINO This report will focus on the collaboration

We want to make sure that

between Moschino and Dua Lipa that has

this collaboration sets Moschino out from

been created to get Moschino more

its competitors and the customers get a

interaction with other target markets (UK)

experience with the collaboration .

and make the brand stand out from its competitors.

To market the new collaboration there will be a brand new website created with a

This report will firstly analyse Moschino as

section just for the collaboration . The

a brand, Identifying their target market

website will be fully functional , accessible

and brand strategy. It will also discuss the

and send a clear message to Moschinos

positive impact that the Moschino and Dua

target audience.

Lipa collaboration will have on the brand.

Other marketing strategy this Secondly we will devise a branding

collabouration will be using is a personlised

strategy to insure that the collaboration

email to all subscribers about

will fit in with the brand and appeal to the

the collaboration to make them aware and

target audience of Moschino.

get them involved.

The brand was originally created in 1983 by the late Franco Moschino.

Moschino and his fashion label became famous for his innovative, colourful – sometimes eccentric – designs, for his love of fairies, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s.After Moschino's death, Rossella Jardini, his former assistant, became creative director.

The brand consists of the main line Moschino,

and the young and

contemporary Love Moschino label, along with an extensive accessories collection that includes bags, shoes, small leather goods, belts, eyewear, beachwear and perfumes. Each collection reveals a distinctive creativity, combining sophisticated elegance while respecting the ironic and innovative codes of Moschino. We chose to do a collaboration with Moschino and dua lipa because we think this would make an interesting project and it has not been done before.

MARKETING POSITIONING MAP POPULARITY VS PRICE POINTS For moschinos marketing map we dicided to compare brands popularity in todays society to there price points. we wanted to see how popular moschino was as a brand compare to others and where the brand is ranked compared to other brands prices. for this marketing map we found out the moschino compared to other competeting brand is not as trendy, this might be because they dont have many stores in the uk which this demographic is baced on. through social media we see all theres influencers wearing the latestest deigner items and making them popular to there audience . the majority of these brand are Louis Vuitton, gucci and balenciage , not many ifluencers are wearing moschino, meaning less of a audience are seeing mochino items compared to others. As for price points Moschino it is a a lot cheaper then those more popular designer brands i just mentioned, customers can get a bag for just over

£300

at moschino which is a

considrable less amount of money compared to other designer brands. moschino does have those one off items that cost a little bit more but every those items are still under

£2000. we

want to keep moschino being at the low price spetrum of the

designer market but reach out to a wider audience in the UK to make it trending and a brand that people want to wear.

Ansoff matrix Market penetration

Market development

Product development

Unrelated diversification

Related diversification

Based on my product development - talk about my strategy and why we decided to these products

Social media strategy

Product:The collaboration is with famous singer Dua Lipa and Moscino, and will be bags, shoes, jackets and a keyring. This is something for everyones budget

Conversation: First time Moschios done a collaboration with a celebrity. Also the bags will be made out of vegan leather

Content sharing: 27th Febuary luanch- this is the birthday of moschinos founder, this would be an interesting thing to post about

SWOT strengths

weaknesses

Moschinos products are very individual

Moschino doesnt really market in

in design you wont find anything like it

the UK, they only have a few

anywhere else

amounts of consesion stores in

with moschino designs being so indivual

harrods and selfridges

it means that there is something for

moschino is only known by a

everyone to like wether it is clothing or

american market and hasent tryed

accessories

to reach out the a uk audience

moschino has multiple of price points

moschino has very little marketing

ranging from affordable pieces to more

/ avertisements, they are

exclusive exspensive peices

feactured in a few magazines but that is about it

Opportunity Moschino to reach out to a wider audience useing a british influencer/ celebrity , this will make moschino more popular globally and make them be seen more by the public eye

threats Other brands do simular collaborations with other celebraties- will it be unique enough?

Dua Lipa is popular in the uk, but this collection might not sell so well in places like america

PESTEL Political Brexit and political stability could affect the sales of this collaboration, as well as trade barriers due to a possible no deal brexit.

Minimum wages taken into consideration with production Buisiness laws different countries enforce Tax rates also affect things like profit for Moschino.

Economical High levels of unemployment means only a small selection of people who have the disposable income to spend on the range.

Rates of gross domestic products, this measures the size and health of a country's economy.

The interest rates can affect how and when people invest Moschino is not a contributer to fast fashion which is a positive

Social Demographics of the country, things like age and gender, can help show where abouts we wan to focus our advertising.

Change in the target markets intrests and what is going on on social media is also important and could affect people views and spending habits.

Technological

Production costs will have to be looked at and efficiency will be key as we want

the products to be ready on time.

The customers could expect the products to be the best quality and mostly hand

made to give it the more luxary feel.

We will use social media platforsm like instagram as this has proved to work for

Moschino before.

MARKETING MIX Price Moschino mostly offers high quality products at high prices. The customer segment they target is the upper class. However, they also have product line pricing strategy. Here, they offer different price range for different products making them appealing to middle class potential customers. This includes making same product with different benefits and different levels of usage so as to make the price vary accordingly. In the same product line, the cheapest products by Moschino are very simple designs and the costliest product features complex designs and more stylish approach.

Product Moschino is a leading global apparel brand based out of Italy. Moschino have a different line of products for both men and women as a part of their marketing mix product portfolio. For female section, they have a range of 5 product categories namely clothing, bags, scents and fragrances, shoes and other accessories. For male section, they have broadly 4 categories namely apparels, shoes, fragrance and other accessories.

Place

Moschino appoint both direct as well as indirect mode of distribution. They sell directly to customers

via stores and outlets which are their own flagship store. They also have online stores offering

delivery. Their indirect method includes selling via wholesalers and the various retail stores.The main

focus is to reach as many customers as they can reach, therefore they have this dual distribution

network.

Promotion

The major part of promotion of Moschino includes print media and online promotion. On a narrow

view, they specifically target to get featured in special interest magazines like vogue and the

magazine W. There are many online magazines and blogs through which they are promoted. Their

ads are particularly colourful, vibrant and have quirky visuals. This is in turn seen as eye-catching

element deviating from boring luxury product catalogues. Hence this completes the marketing mix of

Moschino.

WHY DUA LIPA We choose dua lipa because she is a pop icon in the UK and USA for music and fashion. moschino is a designer brand know in the USA for its extravagent designs but hasent quite moved over to the UK market . by introducing dua lip into moschino it will open doors for moschino in the uk as she will be promoting it through her market.Dua Lipa doesnt pretend to be anyone other then her self making her appel to the general public.

PEN PORTRAIT Name:Age:20-40 Location: Notting hill Favourite colour: Black Favourite film: Sex in The City Favourite music: Dua Lipa Favourite holiday spot: Barbados Car: Porsche Relationship: Married Pets:A pomeranian Children: None About: She has a lot of disposable income, and likes to treat herself to designer clothes, bags and flashy cars. She always has her nails done, and likes to keep her makeup collection stocked up. When gong out with friends they like to take a black cab to a trendy london bar.

INSTAGRAM Moschino uses instagram heavely for there marketing. They have over 9M followers on instagram where they post images of there latest products as well as short videos to interact with their audience. With instagram being the main social media platform for the company, it is important all key things are posted and announced on here. They have curated content as well as some paid content, such as celebrities wearing their products to red carpet events.

engagement rate - 0.09%

FACEBOOK The brand uses Facebook as another platform to promote their brand. Thier profile has 100k subscribers, but despite this each post only has around 100 likes. this shows that facebook is not a good and useful resorce for them to be using as it does not have much engagment at all. This shows that we should focus our attention on other platforms like instagram and yoututbe.a high qantity of there audience is only active on instagram meaning that moschinos facebook is only reaching a higher demographic which doesnt fit in withere there pen profile.Â

YOUTUBE Moschino rarely uses youtube to promote tehmselves and does not post that often. They tend to post videos from their cat walks and the ocasional advert. moschino mostely uses there youtube platform for shows so there is a place for there audience to watch there latest shows. there youtube has 46.4k subscribers with a average of 166,000 views per post.

HASHTAGS After researching moschinos collaborations and their socila media platforms we noticed that moschino rarely uses hashtags, if they do use hashtags in there captions they will use #moschino to promote there brand name or #repost if they have reposted a picture from there feed.Â

having just a few hashtags makes the audience just focus on that image rather then the hashtags, it strengthens there brand image. moschinos images stand out and talk for themself with out hashtags. We have decided to create the hashtag #moschinolovesdua tis will create a place for people to post pictures of the products they have brought and all imaging to do with the collection to be posted.

INSTAGRAM We have created an aesthetically pleasing instagram page, posting photos that show the mood of this collaboration and the products that will be sold. This helps promote the project and will help drive interest and sales of this brand. With the amount of interest and likes on these posts we will be able to tell how successful thee collaboration could be. A key performance indicator would be the amount of likes and comments the posts gain.

INSTAGRAM We created some instagram stories o help promote the launch of the collaboration.

This is an advert we creatd to promote the

These are desinged to create a hype and

collaboration, this will be shown on feeds

excitement for the new collection.

of people who fit our pen portrait.

The first one we would post has some hints as to what is coming and the second two have images of the products that will be released.

INFLUENCERS We have chosen 4 big influencers who I would like to promote this collaboration. We chose these 4 women because of their fashion taste, social media following and because they are from Germany, England and America and will help this collaboration sell internationally. I like their style and think they would be the perfect people to represent the brand and the collaboration.

How they will help to promote the collection: I plan to send them an item from the collection in exchange for 2 Instagram posts and an Instagram story explaining why they love the collection. This will bring their audience to our page and create more interest and hype around our collaboration.

Molly-mae: 62.22% Jera: 59.3% Lauren:37% Charlotte:60%

WEBSITE - WIREFRAME moschinos homepage wide fram is designed around the brands arragnal home page. we wanted our website to still showcase moschinos aesthetics. the website home page will include the latestest collection from moschino as well as about moschino and customers services. we are going to keep the colour scheme very similar to moschinos website with blacks and whites. the 3 main categorys will be Moschino, love moschino and our collaboration with Dua Lipa, all of these categories will have drop bars to make it easier for our audeience to nagate around the website.

WEBSITE - WIREFRAME (HOMEPAGE) For our moschino home page we dident change the design to much from the original website as we didnt want to change the style of the brand we just wanted to add/ move things around. all the ttles of the website are the same apart from we have added a dua lipa page with the whole collection in . we have added in a new collection slider which shows all of our latest products in one place, so you can shop straight from the home page rather thenn scrolling through the site. when the customer first goes onto the site there will be a add pop up that will inform them of the collabouration. Since we started creating the homepage we decided to add a banner with moschino products so it wasnt just all about the collarboration.

WEBSITE MEMBERS ACCOUNT THREE DIFFERENT BRAND SHOPS

CURRENCY

CATEGORYS

WISH LIST SEARCHBAR (EASY NAVIGATION)

HOVER/LINKED IMAGE TO LATEST COLLECTION

BOLD TITLE OF CATEGORY BASKET FILTERS

PRODUCTS LISTED WITH PRICE AND THE RUNWAY LOOK

WEBSITE

ADD TO WISHLIST COLLECTION

A SELECTION OF IMAGES

NAME OF PRODUCT AND PRICE COLOUR

DETAILED DESCRIPTION OF PRODUCT

OUR WEBSITE HOMEPAGE We have used the same fonts and colour schemes as the original moschino website to keep it consistent. We have some hover boxes, that reveal imformation when a mouse is hovered over them.

BANNERS We have a couple of banners accross the homepage to gain te interest of the customers.

These are eye cathig and bright colours.

EMAILS "Keep in touch' bar is where the customers will sign up to the emails and this is how we can reach more people and tell them about this collaboration.

OUR WEBSITE LIGHTBOX We added this lightbox to drive the customers to go to the 'moschino loves dua' collection page

PRODUCTS We have also created a carosel of the products, this is so that it doesnt take up too much space and customers can scroll down to view the instagram page.

VIDEO This video plays when you open the 'dua lipa' page on the website. This is something visual to excite the customer when they first view the collection.

EMAIL MARKETING This will be sent out to the customers who are subscribed to the mailing list, they can subscribe to it on the bottom on the Moschino website.

It will have the subject line 'The hottest new collection', this will make people interested and they will want to see the collection, and make them open the email.

EVENT 'Moscino loves Dua' will have an exclusive event/party for the collection on the 13th of Febuary, this is because most people would be going on dates on the 14th because it is valentines day. The event will be held at trendy restaurant 'sketch' in london.

At the event there will be lots of neon hearts and text signs with cute sayings on them, this will be the main decor of the event. Influencers, magazine editors and designers will be invited to this exclusive event.

VIDEO

This is the video we created for the collaboration, it will be featured on the website and will play when people visit the page. We chose the song because it is sung by Dua, but also because it is so up beat and happy.

MOSCHINO APP Moschino currently does not have a app service , you can view there website on your phone however there is no app. This is very suprising as apps are a major part of socity nowadays. Nearly everyone has a smart phone and socity is constitutionally on there phones. one way to reach to a younger demographic of people to moschino is by creating an app. It would be easier to use then a website and would be riht at the finger tips of the consumers.

CONTENT MARKETING

what do you want to achieve in the

short/long term

increase sales, particularly within the 20-40 age range, publicity, postive reviews, popuar in the uk.

who do you most want to reach? age sex job ect

the required positioning in the market palce , both actual and

females 20-40. deposable income takes rist with fashion

high end/ stand out peices/ classic

perceived

what is the most important benefit that will appeal to your target

exclusivity- limited edition collection, celebrity, USA

audience

branding in the UK

what is the key statement that

the bags will stand out making them a statement for

summaries the main benefit of the

women, the bag will show power yet still being feminine.

product or service

why should the audience believe what you claim

trusted brand that has stuck by its ethics, trusted celebrity with a clean record who is relatable. products are of high qulity shown through the price point.

what sort of response are you

increase awarness of the brand particularly in the UK and

seeking? CTA, increase awareness,

with our target audience which will therefpr increase sales.

change attitudes what sort of language should be used?

colloquial language, punny and relatable to our audience

how does this relate to your wider

helps to create a buzz around moschino and increase sales.

business strategy, what is the

collaboration reinforces brand image and luxury.

competition, are you awear of similar activity

competition includes Freddy, Marc Jacobs, Max Mara, Louis Vuitton however none of these brands are doing collaborative campaigns.

what content are you looking to

campaign video/images, website, launch email and a

produce?

app.

SURVEY RESULTS

Through market research we have learnt that mast peoples shopping habits are online now instead of pysically going into a brick and morter . influencers are getting more popular each day as social media grows, with shopping habits moving to online

consumers are constently on there phones.celebrity colabourations make the consumer intreaged about the new products with moschino never collabourating with a celebrity before which will give moschino an advantge as it is new and differnt for the brand , moschino isent the most How often do you shop online?

view brand on instagram and we want to change that through this collab.

Never 4%

Does social media influence your spending habits?

Very often 33%

Sometimes 27%

Yes 40% Sometimes 46%

Fairly often 36%

No 14%

Are you likely to buy celebrity collaborations?

Maybe 23%

How often do you see Moschino on your social media?

Never 5%

Yes 40%

No 37%

Rarely 14%

Always 25%

Sometimes 26%

Usually 30%

BRANDING For this collaboration we decided that rebranding moschino wouldnt be beneficial as its known for its deign an being different to other brands. changing the logo for this collabouration would be controversial and potentially lose the loyal customers moschino alread has . the black and white logo will remain the same however we will have a section on there website for just the dua lipa collection. colour psychology explains that a dark burgandy red makes the customer feel intreged and intrested. it is a colour the demands power and for it to be listened to. it increases the feeling of wounder and in the retail invironment this leads too encouraging buyers to take action and make a purchase

PRODUCT

we wanted are collabouration with dua lipa to be affordable to our target audience. all of our products are priced

£300 + this shows luxury but are customers can still afford it. if are customer want some thing

fro the callobaration but they dont want to break the brank we have a dua lipa keyring which only retails at

£65 which is considerably cheaper then the other products

PRICE Our target market is women with a deposable income between 20-40 so we are able to have the products at a higher price point. The products will range from (and a

ÂŁ300 upwards

ÂŁ65 keyring) and will be made from vegan leather and faux fur lining, all hand

made. This justifies the price as the customer is paying for not only the brand, but the hand made quality products.

PLACE The calloboration will be sold online on moschinos website, with a section just dedecated to the dua lipa collection. In the UK there is no flagship store thay only have conseshions stores which the dua lip collection will be feactured in . We will also be selling the product on the brands app.

Brand

Competitor

Simularities /Differences These products have similar price points to show what you get for your money from different brands I feel that you get better value for money for the moschino bag because it is made with quality

Moschino-

£1140.00

Biker bag in lamé nappa leather Leather and sheepskin

Fendi-$1850.00

products and the fendi bag is

27%polyester,25%polyamide,25%polyur

made with synthetic fibres. Both

ethane,14%cotton,9%resins, 100%calf

have visible logos and gold zips

leather

and buckles.

These products have similar price points and are simular products.

However the mochino bag is covered in branding (has the logo on the back too) where as the valetino has no logos. The valentino is made from animal skin

Moschino-

£472.00

Dollar Teddy Bear shoulder bag 100% Polyurethane

Valentino-

£895.00

Small Rockstud Crossbody Bag in

where as moschino is made from synthetic materials.

Metallic Craquelure-Effect Calfskin, Platinum-finish studs and hardware

These products are similar but have different price points. Both of the bags are covered in branding, with logos covering both bags. The moschino bag is made from a vegan leather, but the Gucci bag has real leather trim.

Moschino-

£663.00

Dollar Teddy Bear backpack 100% Polyurethane, gold metal hardware

Valentino-

£1070.00

Ophidia GG small backpack Canvase with brown leather trim, gold-toned harware

BIBLOGRAPHY Facebook.com. (2019). Moschino. [online] Available at: https://www.facebook.com/MOSCHINO.officialpage [Accessed 17 Dec. 2019].Instagram.com. (2019). CHARLOTTE KUHRT (@charlottekuhrt) • Instagram photos and videos. [online] Available at: https://www.instagram.com/charlottekuhrt/?hl=en [Accessed 10 Dec. 2019].Instagram.com. (2019). CREATOR + INSTA STRATEGIST (@jera.bean) • Instagram photos and videos. [online] Available at: https://www.instagram.com/jera.bean/?hl=en [Accessed 20 Dec. 2019].Instagram.com. (2019). Lauren Conrad (@laurenconrad) • Instagram photos and videos. [online] Available at: https://www.instagram.com/laurenconrad/?hl=en [Accessed 13 Dec. 2019].Instagram.com. (2019). MOLLY-MAE (@mollymaehague) • Instagram photos and videos. [online] Available at: https://www.instagram.com/mollymaehague/?hl=en [Accessed 16 Dec. 2019].Instagram.com. (2019). Moschino (@moschino) • Instagram photos and videos. [online] Available at: https://www.instagram.com/moschino/?hl=en [Accessed 16 Dec. 2019].Lipa-hq.tumblr.com. (2019). Tumblr. [online] Available at: https://lipahq.tumblr.com/post/178251580303/a-literal-fucking-god [Accessed 5 Nov. 2019].lipa, d. (2019). FUTURE NOSTALGIA 2020

on Instagram: “DON’T START NOW

- 01 NOV 19”. [online] Instagram. Available at:

♡♡

https://www.instagram.com/p/B3_54HEB2pt/ [Accessed 6 Nov. 2019].love, W. (2018). Image about black and white in Dua Lipa

by Theodo

•

. [online] We

Heart It. Available at: https://weheartit.com/entry/321757345? context_page=31&context_type=user&context_username=firedrops [Accessed 8 Nov. 2019].Moschino. (2019). Moschino | Moschino. [online] Available at: https://www.moschino.com/gb_en/ [Accessed 10 Dec. 2019].SASSO, S. (2019). Dua Lipa's Newest Gig Is All About Freedom. [online] Refinery29.com. Available at: https://www.refinery29.com/en-gb/2019/09/8400508/dua-lipa-ysl-librefragrance-interview [Accessed 15 Nov. 2019].Thenonblonde.com. (2011). The NonBlonde. [online] Available at: http://www.thenonblonde.com/2011/06/moschinomoschino-1987.html#.Xfy2Yi2ca9Y [Accessed 7 Nov. 2019].Topcelebritytv.com.

(2019). Top Celebrity TV. [online] Available at: http://topcelebritytv.com/dualipaworkout.php [Accessed 9 Nov. 2019].Tortora, L. (2019). Dua Lipa in Jean Paul Gaultier x Supreme. [online] Vogue Italia. Available at: https://www.vogue.it/moda/article/dua-lipa-in-jean-paul-gaultier-x-supremetutti-dettagli-sul-look? utm_campaign=vogueitalia&utm_medium=marketing&utm_source=Twitter#Echobox= 1556537305 [Accessed 13 Nov. 2019].Youtu.be. (2018). YouTube. [online] Available at: https://youtu.be/e2hEVNuOnQY [Accessed 5 Dec. 2019].Youtu.be.

(2019). YouTube. [online] Available at: https://youtu.be/yPsZUErF0JE [Accessed 6 Dec. 2019].YouTube. (2019). Moschino. [online] Available at: https://www.youtube.com/channel/UCqRIV4gay0I-KJAwZMn_kvg [Accessed 17 Dec. 2019].

EVALUATION Our aim for this assignment was to make a consumer led collaboration that ensured everything from the design to the social media post related to our target audience and increased our sales.

Our collaboration is Moschino and Dua Lipa as Dua Lipa has a style that links in with Moschino ascetic’s. Dua Lipa is a singer from the UK but she is also very well known in the USA. She doesn’t act to be anyone else; she is very true to herself and her fans. we want Moschino to become more known to people in the UK and we think Dua Lipa could do this. This collaboration well help raise brand awareness and introduce Moschino to a UK audience.

We started the assignment by researching Moschino and its brand positioning so we could understand why it’s successful .Once we had identified their target market we sent a survey to women aged 20-40 to find out their thoughts of Moschino and Dua Lipa and understand what platforms they’re prominently using and which ones are working at engaging there audience.

Afterwards, we looked into their current online presence and how they engage with their customers through social media. We were interested to see what social media platforms they use and what their engagement rate was on each. We found out that Instagram was there most popular social media platform, there customers could interact with the brand through Instagram and they felt connected to the brand as they posted everyday updating their audience.

Next we considered the marketing mix and created a product that was consistent with the brand, whilst doing this we started editing the images for our campaign.

Then we decided how we could promote the collaboration and what platforms would lead to the highest engagement rate.

When it came to brand the collaboration, it wasn’t beneficial to rebrand Moschino as Moschino is known for its quirky aesthetics and changing that would be controversial and could lose customer they already have.

At the planning and design stage of the website we knew that we wanted to keep the look of Moschino’s website but adapt it a little. We wanted to website to be easy to use and be a one touch to the collaboration to make it easier for our consumers to shop and navigate. We used WIX to create our website, it allowed us to create an accessible website

... with a simple drag and drop structure. It had a lot of templates to choose from however with us both being used to using WIX we decided to create a website from scratch as we could design it just as we wanted. The only problem we found was importing the video campaign onto our website. We wanted the video to play as the customer went on the Dua Lipa collaboration page however it was not doing this to customer would be taken to a new tab on their browser to view it. Another problem was how the website didn’t look the same on a mobile as it did online, but we practice we sorted this out.

After we created an email-marketing message, we focused on including a clear message in multiple forms e.g. having a link straight to the website from the email.

We used Canva to create the email message and the process was so easy. the software had templates which made the editing of the email very quick. We loved the way it turned out and we would definitely use this software again.

To conclude, we found this project interesting and we learnt a lot about the stages of creating a website and how to overcome problems when it doesn’t go to plan.

We found working in a team helpful, as there was two people working on the project so we could split the roles equally. We created deadlines of when a particular piece of work needed to be done, which worked very well. We enjoyed learning about a brand that wasn’t that well known in the UK as we didn’t know much about the business and it was interesting to see their marketing and how they attracted their customers.