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Lau Lok Yi N0776463

Fashion Brand Marketing and Promotion FASH30067


Nottingham Trent University School of Art & Design

2017 / 2018

Hong Kong Design Institute

ifb

Module: Fashion Brand Marketing and Promotion

ba

Module reference: FASH30067

IVE

Module Leader: CHAN, Marco

Module Name Declaration

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed

Date (Word Count: _2853 words_)

(Full Name)

14-12-17

Lau Lok Yi


CONTENT 02 05

09

04

01

Executive Summary Situational Analysis

03

Market Targeting Marketing Strategy

Implementation Timeline

06

Conclusion

07 Appendix

08

References Photo References

10

Bibliography


Executive Summary

Fig. 1 PP OPENS IN MILAN, ITALY

A

s the summary, Philipp Plein has no marketing department in Hong Kong(Asia), the marketing campaigns would rearrange for the S/S 18 resort capsule collection of Philipp Plein. It includes the mega yacht VIP party, invitation card and press kit. P.1


Company Overview

P

hilipp Plein is founded by Philipp Patrick Plein in Switzerland in 1998. (JustAnotherNerdWithWords, 2017) Philipp Plein is a German designer. He produces exclusive furnishings in steel and leather first. He started made the accessories from the surplus exotic leathers, and both were sold abreast his design furniture at the trade fairs. (Plein, About the designer, 2017) According to the Philipp Plein Official History, he launches the first fashion collection in 2004. In 2009, the first flagship store was opened in Monte Carlo. Moreover, the first Asia showroom was opened in Hong Kong in 2011. Nowadays, there are over 120 PHILIPP PLEIN mono-brand stores and over 500 retail clients in the world. (Plein, History, 2017)

Fig. 2 Philipp Patrick Plein

About the brand identity, the brand logo designs in hexagonal with two P which uses the first letter of the designer's name. The positive and negative text as well as hexagonal logo design is refreshing. Fig. 3 Philipp Plein logo

P.2


Situational Analysis

T

he brand image of Philipp Plein is fun, provocative and always luxurious as well as the tribute to the vehement individualist. (Plein, Philosophy, 2017) In addition, the brand image from the fashion attitude of Philipp Plein. As Short (2016) claims,� [Philipp Plein] clothing, accessories and interior design collections interpret his version of the new contemporary luxury lifestyle.� (para.8)

Vintage military jackets which embroidered with Swarovski skulls is the brand signature product and the highlights of his early design. Also, the unique selling point of Philipp Plein is designed with Swarovski crystal and any types of animal skin such as python leather.

Fig. 5 Croco & python leather jacket Fig. 4 Jacket with Swarovski skull

P.3


Company Overview

R

egarding the fashion show performance, as Allwood (2017) states that, Philipp Plein after his first fashion show in 2010 that he had earned the reputation for himself because of the most high-budget and outlandish performance such as featuring monster trucks, jet-skiing rappers etc. (para.5) The fashion show has the unique point every time and attractive.

Fig. 6 Monster trucks in SS16 Milan Show

For the store design, all the stores have big Swarovski crystal skull in front of the door. The marble is the main design material as well as using dark furnishings. Moreover, the brand logo is everywhere that the customer would be impressed.

Fig. 7 Harbour city gateway store Fig. 8 Swarovski crystal skull

P.4


Situational Analysis

A

bout the packaging, the black paper bag with silver inner with brand logo is used to pack the products which would be made the customer impressed. Fig. 9 Black paper bag

Totally, the brand identity of Philipp Plein is fun, exaggerate and out of the ordinary. Philipp Plein fashion show, store design and using the animal skin to make the product etc. which is explaining we are unusual. Fun, provocative, always luxurious and out of the ordinary are Philipp Plein want to let the consumer understand. Moreover, PP wants the customer to remember their difference such as their logo, their big Swarovski crystal skull decoration.

As the interview, the customers feel the brand is rebel, young, luxury and unique. However, most of the customer states that they do not think the store design match the brand image. It seems that the customers perceive the identity and reflect the value of PP. However, something Philipp Plein did wrong like the store design as the customer does not think the design matches the brand. (Appendix 1-4)

P.5


Context

F

or the context, here is the PESTLE analysis of Philipp Plein. Currently, the international political situation is stable. Also, as the Hong Kong government is stable and no tariff problem so that Philipp Plein and customer are not influenced by the political factors.

In economic factor, the customer of Philipp Plein is the rich or high-income level employment, so the economic factors such as inflation of prices and the foreign exchange rate are not affecting them. In addition to the stock, the international stock market or Hong Kong stock market would affect their extra income. It may affect their purchase power.

For the social factor, Hong Kong is an international city which maxes the Chinese and Western culture as one, so it attracts many tourists to visit. In September of 2017, the total visitor is over 4.6 million and the same period of last year is around 4.4 million which grow 4.8%. And the 2017 total visitor until now is more than 42 million. (Partnernet, 2017)

Fig. 10 The latest general tourism statistics

P.6


Situational Analysis

M

oreover, according to the staff-Purple, more than 70% customer are from China in Gateway store. (Appendix 5) It seems that Philipp Plein of Hong Kong or conclude say retail industry of Hong Kong mostly depends on the tourists. About social media, the brand has many platforms to communicate with the customer such as Instagram. The designer would public his life and the new collection information etc. on his own account to attract the people follow him. Here is an interesting discovery, the numbers of the designer's followers are double of the company's official Instagram. It could find that most of the people follow the designer is wanted to understand his life, his values and thus to buy his design.

Fig. 11 Philip plein Instagram

Fig. 12 OďŹƒcial Instagram

There is nothing could affect Philipp Plein and customers from the technological factor. Concerning the environmental element, the geographical location of Hong Kong and weather maybe affect the buying decision of customer as four seasons clearly warm in Hong Kong that the customer maybe not to buy the parka or the jacket with fur. However, most of the customers of Philipp Plein are the tourist. Perhaps they would come from Russia or Finland etc. and would buy it. Besides, there is nothing influence Philipp Plein and the customers from the legal factor. P.7


Consumer

T

he first customer observation in the flagship store of Harbour City.

Fig. 7 Harbour city gateway store

Date

10-10-17 (Tuesday)

Time

1700-1800

Location

Shop G202-3, Ground floor and Lower Ground Floor, Gateway Arcade, Harbour City, Tsim Sha Tsui, Hong Kong

Number of customers

20

Male to female ratio

6:4

Age range

25-35

Foreigners and locals ratio

9:1

Findings

- Most of them a couple - 90% Foreigner customer - 2 males customer wearing P.P. jogging/jacket - They use other luxury brands like Louis Vuitton, Celine, Gucci etc.

Table. 1 Harbour City observation

P.8


Situational Analysis

T

he second observation is in Elements store.

Fig. 13 Elements store

Date

7-11-17 (Tuesday)

Time

1900-2000

Location

1013-14, 1/F, ELEMENTS, 1 AUSTIN ROAD WEST, TSIM SHA TSUI, KOWLOON, HONG KONG

Number of customers

5

Male to female ratio

6:4

Age range

25-40

Foreigners and locals ratio

9:1

Findings

- 3 male customer and 2 female customer - As I see at that time, most of the visitors are foreigner - Wear or use other luxury brands like Louis Vuitton, Gucci

Table. 2 Elements store observation

P.9


T

he last observation is in the flagship store in Harbour city, also the interview was held here.

Fig. 14 Harbour city store customer

Fig. 15 Harbour city store customer 2

Date

10-11-17 (Friday)

Time

1700-1800

Location

Shop G202-3, Ground floor and Lower Ground Floor, Gateway Arcade, Harbour City, Tsim Sha Tsui, Hong Kong

Number of customers

18

Male to female ratio

8:2

Age range

30-50

Findings

- Male more than female - Sometimes the customers visit the store as a group, three or four people - Foreigner customer more than local customer - Foreigners come with family or couple - Most of them wearing casual & sporty, some customers wearing elegant & trendy - Wear/ use other brands: Gucci, Ed Hardy, Alexander McQueen &Versace etc.

Table. 3 Harbour City store observation 2

P.10


Situational Analysis

I

n three-time customer observations and the customer interview (Appendix 1-4), Philipp Plein customers include 25-55 Fig. 16 Harbour city store customer 3

Fig. 17 Harbour city store customer 4

Moreover, the male customer more than the female. In the observations and the interview, the foreigner customer more than the locals could be seen. Some of the respondents are the loyalty customer. The average number of they visit the store is once or twice within three months and the average consumption of each time is around $20000. T-shirt is the favorite products of them. The customers like to buy Philipp Plein as they feel it is unique, rebel and young etc. Besides, some of the customer and respondents are using other luxury brands product. Also, the staff interview has been done and there are two staff were interviewed. (Appendix 5-6) According to the staff-Purple, most of the customers are from China. Among all the customers that around 60% is the male customers. Most of the customers are 28 to 40 but sometimes there is the customer who is around 50. She heard that from the customer, Philipp Plein has a strong personality, different from other luxury brands. The design of Philipp Plein can express their views and values. Moreover, more than 90% customer has an intense loyalty to Philipp Plein. They would purchase again since the brand has same values as the customer. (Appendix 5) Moreover, the staff-Keith states that, the tourists are more than locals in the weekday. But in the weekend, the locals would more than the weekday as they do not work and some of them live in a nearby residential area. Four-Fifths customers of Elements are males and the average age of the customer is approximately 45 years old. He heard that the customer thought Philipp Plein so funny since using many crystals in the design, something exaggerated which is attractive. (Appendix 6) This is the initial customer research which can understand the real customer of Philipp Plein. P.11


Competitor

T

he competitors of us are Alexander McQueen and Rick Owens. Besides, Maison Margiela is the indirect competitor of Philipp Plein. Fig. 18 Alexander McQueen

Fig. 20 Rick Owens

Fig. 19 Maison Margiela

In the observation, the customer is using Alexander McQueen items has been seen. About the interview, in addition to Rick Owens, some of the respondents claim that they would buy the product of Alexander McQueen or Maison Margiela. (Appendix 2-4) Since the brand image and the skull print is elegant of Alexander McQueen so the respondents like to purchase. (Appendix 4) The other is females who bought Maison Margiela for goes to work as she like its cutting and easy to mix and match. (Appendix 3) So, these three brands have been Philipp Plein competitors as they have some same or similar target area. Rick Owens and Alexander McQueen are the direct competitors of us who are target on the same consumer market and similar brand signature. Maison Margiela is the potential threat since the target market is similar. P.12


Situational Analysis

T

he table below is the comparison base on the T-shirt.

- Menswear

- Menswear

- Menswear

- Menswear

- Womenswear

- Womenswear

- Womenswear

- Womenswear

Base on T-shirt

Base on T-shirt

Base on T-shirt

Base on T-shirt

$3300-$10100

$1900-$5500

$1500-$4000

$1200-4000

($7960)

($2000)

($2096)

($2150)

Material:

Material:

Material:

Material:

100% Cotton

100% Cotton

88% Viscose

100% Cotton

- Kidswear

With crystal

12% Silk

Size:

Size:

Size:

Size:

XS-5XL

XS-L

XXS-XXL

44-50 (XS-L)

Made in Italy

Made in Italy

Made in Italy

Made in Italy

Table. 4 T-shirt comparison table

Most of them have menswear and womenswear. Philipp Plein has extra kidswear. They use the similar or same material to produce the garment. Philipp Plein is the most expensive of all the brands. However, Philipp Plein offers nine sizes to the customer which provides more than other brands. P.13


Collaborators

P

hilipp Plein has the crossover with artist such as Los Angeles graffiti artist Alec Monopoly, they have teamed up on the capsule collection for the resort 2018 season. The main design is the outlandish and ironic graphics of the artist’s iconic Monopoly Man with luxury materials and fine Italian craftsmanship of Philipp Plein. They call this is LUXURY STREET COUTURE. (The Exclusive Capsule Collection, 2017)

Fig. 21 ALEC & Philipp

It is fun and provocative which would make some noise for Philipp Plein. The followers of the artist would pay attention and purchase it.

SWOT Analysis Strengths:

Weaknesses:

Strong brand signature: Swarovski crystal skull 

No marketing department in Asia

Wide product range and size range

Not many promotions in Hong Kong

Over 120 mono-brand stores in worldwide

Price higher than the competitor

Designer have strong social media sense

No spokesperson

Located in Hong Kong popular area

Opportunities:

Threats:

In niche market that not many competitors

Too much emphasis on a single market

Promo/ads in traditional media

Competitors are more popular

Holding event in mall to attract the potential

Competitors product price affordable

customer

Less promotion than the competitor

Cooperate with celebrities to attract more customers

Asian economic was grown (China) expand these markets

Table. 5 SWOT table

P.14


Situational Analysis

F

or the SWOT, Philipp Plein has many strengths, we have the strong brand signature, provides wide product range and size range. Moreover, there are over 120 mono-brand stores worldwide and located in popular area. But, it has the deadly weakness. According to staff-Keith, Philipp Plein is no marketing department in Asia that lack the promotion that even VIP also did not know the new information of Philipp Plein such as store relocation. Therefore, there is less promotion in Hong Kong. (Appendix 6) Moreover, the product price is higher than the competitor. Maybe the customer who interested would difficult to make the decision. Concerning the opportunities, since Philipp Plein is a special brand that in the niche market, so it does not have many competitors. Also, cooperate with celebrities may be the other opportunities. Moreover, the Asian economic was grown that therefore Philipp Plein can expand those market. There are some threats would affect Philipp Plein future marketing plan. Philipp Plein is too much focus on the single market. Besides, the competitors are more popular and the price is more affordable than Philipp Plein. Also, the competitor such as Alexander McQueen has more promotion.

P.15


Market targeting Market Segmentation

F

or the geographic segmentation, we target on Hong Kong citizens. The target customer of PP in demographic segmentation is males and females, the age group is young adults and younger middle-aged which is from 20 to 49. However, the strongest we would focus on 25 to 35. Concerning their income, the customer is in upper high class and high class level. Educational level of them is in university level or above. Their occupation would be businessman or work in manager level. Moreover, according to Plein (as cited in Marshall, 2015), For example that Philipp Plein customer is a guy who plays football like Cristiano Ronaldo. The customer is in the 20s, drives a Ferrari, has diamond accessories and beautiful girlfriend. They do not want to wear Brioni which is boring and look like their lawyers, but they want something look expensive. (para.6) Therefore, they are in a higher position of the social class and they are the individualist. Moreover, they have the unique personality for each. But, one is similar that they do not want to wear so boring or same with the other.

P.16


Selection & Target Market

A

ccording to Plein (as cited in Short, 2016), “I found a niche market with something special, strong and loud. With this niche, we created a demand and a market for our product.” (para.8) As Kendall (2009) states, "[Innovators] that actively seeks out new and different ideas, products and brands before anyone else." (p.72) They seek to be the "fashion forward". In addition, early adopters also considerably easily embrace the new ideas and products, they comprise around 15 percent of the population. Moreover, this group is willing to affect the others about the advantages of the new things. (Kendall, 2009) As per the above information, we know that Philipp Plein is an atypical character in the fashion world, so his customer is the little group of people which is fashionable and matches the innovators and early adopter of Roger’s Innovation Adoption Curve.

Therefore, Philipp Plein targets the niche market which is the rich young people and who do not want to wear formal luxury brand. In the marketing plan, 25 to 35 years old male customers who are rich, style and value are same with Philipp Plein is the main target. Also, the same age group of female customers is the second target customer.

Fig. 22 Rogers Diffusion of Innovation

P.17


B

ase on the product and the brand, Philipp Plein and the competitors would be compared in two positioning maps.

Fig. 22 Rogers Diusion of Innovation

Fig. 23 Price and uniqueness positioning map

Fig. 24 Price and popularity positioning map

P.18


Market Positioning

This positioning map is compared with price and uniqueness which depend on the T-shirt comparison table of 2.4 Competitor. Philipp Plein is the most expensive of all brand. However, it is the most unique since the product made by animal leather and Swarovski crystal etc.

This positioning map is compared with the price and popularity of the brand. Philipp Plein is the most expensive. However, according to the interview and observation that, Philipp Plein is not the popular since it is targeting the niche market. Alexander McQueen and Maison Margiela are more popular. The positioning of Philipp Plein is high class and unique casual wear does not influence by the other.

P.19


Market Strategy Marketing goals

S

ince Philipp Plein is classified as the new brand developing in Hong Kong, we are in the introduction and growth state of the brand life cycle. Therefore, the marketing goal is to introduce our brand value to the customer and state our uniqueness. Moreover, to inform them the new collection is released.

Fig. 25 Brand Life Cycle

P.20


Marketing Mix Product

P

hilipp Plein provides menswear, womenswear and kidswear. We would focus on promoting the menswear and womenswear of the crossover capsule collection in resort 2018 this time. The new capsule collection of resort 2018 crossover with Renowned Los Angeles graffiti artist Alec Monopoly. The exclusive capsule collection constitutes of T-shirts, cashmere pullovers, leather bomber jackets and backpacks etc.

Fig. 28 Resort 18 Women 1

Fig. 27 Resort 18 Men 2

P.21

Fig. 26 Resort 18 Men 1

Fig. 29 Resort 18 Women 2


Marketing Mix Price

Fig. 33 PP x ALEC

F

or the price in the resort 2018 capsule collection, The products such as T-shirt around $5000 - $10000. The backpacks are more than $20000. Besides, the jacket is around $15000 $50000. Fig. 30 PP x ALEC T-shirt Fig. 31 PP x ALEC backpack Fig. 32 PP x ALEC biker

P.22


Marketing Mix Place

T

he whole collection would arrival in all Hong Kong store and online store.

Fig. 34 Elements store 2

Fig. 35 Harbour city store 2

P.23


Promotion

Fig. 36 Popup store with ALEC


Marketing Mix Promotion

A

s the staff-Keith claims, Philipp Plein is no marketing department in Asia that lack the promotion, even VIP also did not know the new information of Philipp Plein. Therefore, the marketing plan is to introduce and remind our brand value to the customer include VIP. Also, inform them the new collection is released.

Mega Yacht VIP Party The mega yacht party would invite the Hong Kong Philipp Plein VIP and fashion journalism, VIP could come with two friends or family. The party includes champagne party, mini fashion show and some small game. The mini fashion show would introduce our resort 2018 capsule collection which is a priority sale for the VIP and they can order immediately. The small gift such as the keychain would be offered to the winner of games.

Fig. 38 Party set up oor plan

Fig. 37 Mega Yacht

P.25


Marketing Mix

H

ere is the party rundown.

Yacht Party Rundown

17-2-18

Get in the yacht

12:30pm - 1:00pm

Move to the party room

1:00pm - 1:15pm

Party starts

1:15pm - 1:45pm

- Salutatory - Introduce our brand and rundown - Champagne time Game time

1:45pm - 2:45pm

Mini fashion show (order included)

2:45pm - 3:15pm

Free time (water activities included)

3:30pm - 5:30pm

Dinner

5:45pm - 6:45pm

Back to the pier and leave

7:00pm

Table. 6 Party rundown

P.26


Promotion Invitation Card

Fig. 39 Invitation card design

T

he invitation card design uses marble pattern in white and the shape is in the brand logo in hexagonal. Also, the icon of Alec Monopoly is inside the card, it shows which is the main product line we want to promo. It will send to the VIP and fashion journalism before two weeks of the party.

P.27


Marketing Mix Promotion Press Kit

T

he press kit is a white cube box includes the gift - crystal USB keychain and the information of this capsule collection to fashion journalism. The invitation card and press kit are mainly using white and same color marble as it is a spring/summer resort collection that use the bright color to match it.

Fig. 40 Press kit

P.28


Implementation Timeline Master Plan and Schedule

T

he schedule of Mega Yacht VIP Party, Invitation Card and Press Kit as below. January 2018 Mon

Tue

Wed

Thu

Fri

Sat

Sun

1

2

3

4

5

6

7

12

13

14

Notice VIP

Book the

Design

have special

mega yacht

invitation

event 8

card 9

10

11 Improve the invitation card

15

16

17

18

19

20

21

24

25

26

27

28

Print out invitation card 22

29

23

30

Prepare the

Design press

press release

kit

31

Sent the

Prepare the

invitation

party

card to VIP

material

Table. 7 Jan timetable

P.29


Master Plan and Schedule February 2018 Mon

5

Tue

6

Wed

7

Thu

Fri

Sat

Sun

1

2

3

4

8

9

10

11

17

18

Set the party

Confirm the

run down

participant of party

12

13

14

Get all the

Prepare

press kit

official press

15

16

Party day & Press kit to

release

fashion journalism

19

26

20

21

Official press

Party image

release public

public

27

28

22

23

24

25

S/S 18 on store Table. 8 Feb timetable

S

ince the S/S 18 collection would launch on end of February and our company allows the VIP order in the party before the collection public. Therefore, the event would arrange before the collection on sale. The invitation card will design about one week and it would send to the VIP and fashion journalism before two weeks of a party. For the press kit, it includes the crystal 16GB USB keychain which has the logo of Philipp Plein and Alec Monopoly as well as the information of capsule collection. P.30


Conclusion T

kit.

he three promotions including yacht VIP party, invitation card and press

The yacht VIP party can be creating awareness of a brand since the VIP are our target customer and they would come with friends to join the party since they have the same taste. The company allows the VIP faster to buy the new collection in the party which can encourage them to buy. Moreover, Due to they come with friends, the VIP maybe recommend the brand and share the content with friends to interplay them be the loyalty customer. Also, invitation card would impress the VIP and remind them our brand value. The press kit to the fashion journalism would increase the awareness of Philipp Plein, let them understand our brand value and the new information. Both can reach the marketing goal. As Philipp Plein targets the niche market which is targeting narrowly. So, the promotion should impress customer immediately. Therefore, the S/S18 resort capsule collection, the above promotion method chosen to make more noise and introduce our brand value and the uniqueness to the customer.

Fig. 41 Alec x Philipp logo

P.31


1

Appendix


Appendix

1

Customer interview questionnaire 10-11-2017 / Gateway store / 17:15-17:20

1) How would you know Philipp Plein? (MAX.2) -Friend recommends (Have studied in the USA) -Shopping experiences -Online information -Fashion magazine -Other 2) What image does Philipp Plein give you? (MAX.3) -Playful -Young -Rebel -Luxury -Cool -Other 3) Did you think their store design giving you same brand image? Not exactly, in the store I don’t think the brand is playful. 4) Why Philipp Plein attract you? Young! I think this brand is young so I bought. 5) Are you the VIP of Philipp Plein? Yes 6) Would you feel the store locations are convenient? Which branch you always to go? It is convenient, I would go to Harbour city store. 7) How often you visit Philipp Plein store? Once in around 3 months 8) Which items you always buy? (MAX.3) -T-shirt -Dress/Skirt -Denim jeans -Jogging -Shoes -Jacket (Leather) -Bags -Shirt 9) The average spending amount of every time is Around $15000


1

Appendix

1) Where did you get the information about Philipp Plein? (MAX.2) -Weibo -Instagram -Facebook -Official website -Official WeChat -Other 2) Would you think their promotion enough or insufficient? Insufficient, I think their advertising is insufficient 3) What Philipp Plein promotion you always see? Not too many, just see their promotion in their official WeChat, promotion like holding the VIP seasonal discount 4)

Would you buy other luxury brands product? Yes, I will. Mostly buy Gucci, Hugo Boss

5)

Nationality Mainland China 6) Gender Male 7) Age Around 45 8) Email 517044529@qq.com


2

Appendix


Appendix

2

Customer interview questionnaire 10-11-2017 / Gateway store / 17:25-17:30

1) How would you know Philipp Plein? (MAX.2) -Friend recommends -Shopping experiences -Online information -Fashion magazine -Other 2) What image does Philipp Plein give you? (MAX.3) -Playful -Young -Rebel -Luxury -Cool -Other (Unique) 3) Did you think their store design giving you same brand image? I think the store design match their image 4) Why Philipp Plein attract you? I feel their products are cool and rebel that matches my favorite style. Also, I like their design. 5) Are you the VIP of Philipp Plein? No 6) Would you feel the store locations are convenient? Which branch you always to go? If they have more branches would be better, like set up in Central. Now, I would consume at the Harbor City store mostly. 7) How often you visit Philipp Plein store? Once or twice in six months 8) Which items you always buy? (MAX.3) -T-shirt -Dress/Skirt -Denim jeans -Jogging -Shoes -Jacket -Bags -Shirt 9) The average spending amount of every time is Around $10000


2

Appendix

1) Where did you get the information about Philipp Plein? (MAX.2) -Weibo -Instagram -Facebook -Official website -Official WeChat -Other 2) Would you think their promotion enough or insufficient? Insufficient, I think they are not always updating their information. 3) What Philipp Plein promotion you always see? In Hong Kong, I never see their promotion. 4)

Would you buy other luxury brands product? I will, but less to buy such as LV, Alexander McQueen.

13a) Add-on: What you bought in Alexander McQueen? What does it attract you? T-shirt, scarf. Since I like the skull pattern and their skull give me a different feeling. 5)

Nationality Hong Kong 6) Gender Male 7) Age Around 30 8) Email alexlau_82@gmail.com


3

Appendix


Appendix

3

Customer interview questionnaire 10-11-2017 / Gateway store / 17:40-17:45

1) How would you know Philipp Plein? (MAX.2) -Friend recommends -Shopping experiences -Online information -Fashion magazine -Other 2) What image does Philipp Plein give you? (MAX.3) -Playful -Young -Rebel -Luxury -Cool -Other 3) Did you think their store design giving you same brand image? I think could be better. It is cool, but I do not feel playful actually. 4) Why Philipp Plein attract you? Playful, cool, special concept in their collection and differences between other luxury brands 5) Are you the VIP of Philipp Plein? Yes 6) Would you feel the store locations are convenient? Which branch you always to go? I have been to Central store shopping before and I think the flagship store in Tsim Sha Tsui now is more convenient. 7) How often you visit Philipp Plein store? Around 1-3 in a year 8) Which items you always buy? (MAX.3) -T-shirt -Dress/Skirt -Denim jeans (Buy for boyfriend) -Jogging -Shoes -Jacket -Bags -Shirt 9) The average spending amount of every time is Around $25000


3

Appendix

1) Where did you get the information about Philipp Plein? (MAX.2) -Weibo -Instagram (Designer Instagram) -Facebook -Official website -Official WeChat -Other 2) Would you think their promotion enough or insufficient? Maybe enough, since the designer Instagram always updates about the product, his life etc. 3) What Philipp Plein promotion you always see? New collection and discount information publish by the designer 4) Would you buy other luxury brands product? Yup, like Prada, Versace, Maison Margiela and Moschino 13a) Add-on: What you bought in Maison Margiela? What does it attract you? Mostly to buy the dress and top for work. Because I like the cutting and easy to mix & match. 5)

Nationality Hong Kong 6) Gender Female 7) Age Around 30 8) Email love-lok-lok@hotmail.com


4

Appendix


Appendix

4

Customer interview questionnaire 10-11-2017 / Gateway store / 17:45-17:50

1) How would you know Philipp Plein? (MAX.2) -Friend recommends -Shopping experiences -Online information -Fashion magazine -Other 2) What image does Philipp Plein give you? (MAX.3) -Playful -Young -Rebel -Luxury -Cool -Other (Special) 3) Did you think their store design giving you same brand image? Not feeling rebel, the store design should be improved. 4) Why Philipp Plein attract you? Since I feel their brand young, not formal that matches my style 5) Are you the VIP of Philipp Plein? Yes 6) Would you feel the store locations are convenient? Which branch you always to go? I think it is convenient. Elements and Gateway store also visit. 7) How often you visit Philipp Plein store? Around once or twice every month 8) Which items you always buy? (MAX.3) -T-shirt -Dress/Skirt -Denim jeans -Jogging -Shoes -Jacket -Bags -Shirt 9) The average spending amount of every time is Around $40000


4

Appendix

1) Where did you get the information about Philipp Plein? (MAX.2) -Weibo -Instagram -Facebook -Official website -Official WeChat -Other 2) Would you think their promotion enough or insufficient? Insufficient, no ads 3) What Philipp Plein promotion you always see? Official Instagram and the designer Instagram 4) Would you buy other luxury brands product? Yes, like Giorgio Armani and Alexander McQueen. 13a) Add-on: What you bought in Alexander McQueen? What does it attract you? Actually, I like their brand image. Their skull design is so elegant. 5)

Nationality China (Always come HK) 6) Gender Male 7) Age Under 50 8) Email robinsonc88@hotmail.com


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Philipp Plein staff interview 10-10-2017 / Gateway store / 5:15pm-5:30pm Lau Lok Yi = L, Sta Purple= P L: Hi, May I ask you some question about the brand and the customer? P: Of course. Our brand is from Switzerland, German designer and made in Italy. L: How about the business in China? P: Before our store open, there are many Joint Venture and Franchise store in Mainland China already. After we open, Philipp Plein runs the own physical store in China. L: It seems that Philipp Plein is popular in China? P: Maybe, since we heard from the customer. They said our brand is so popular and hottest in Northeast China like Liaoning. And most of our customer from China. L: But is there no promotion in Asia? P: Yes, our brand less to launch the promotion, even in Europe. L: So, how about the customer age here? P: Most of them are 28-40. Sometime, we could see the male customer is around 50. L: Males customer more than the female customer? P: Maybe male customer more than female customer... Around 60% man 40% woman. L: Does the foreigner consumer more than the locals? P: Yes, it does. The foreigner is more than the locals and 70% customer are from China. L: What did they think about Philipp Plein? P: The consumer told us that they thought Philipp Plein product has a strong personality, funny, unique and cool. When the people using the same luxury product, the customer of Philipp Plein is dressing dierently from them that made our customer feel no one like their self. Some of them said "Philipp Plein brand concept is so matching of me" L: Oh, thank you so much.


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Philipp Plein staff interview 7-11-2017 / Elements / 7:00pm-7:30pm Lau Lok Yi = L, Staff Keith=K L: Hi, May I ask you some question about Philipp Plein? K: Sure, if I know I will tell you. L: In Elements store, does the tourist more than locals? K: On the weekday, the tourist customers are more than local customers in this mall. Around 80% is the tourist. But in the weekend, the local customers are more than the tourist customers as they do not work on a weekend and some of them live in a nearby residential area. L: How many people visit store on weekday and weekend? K: On average, there are about 35 consumers visit our stores on weekdays. For the weekend, the visitors would be double or more. L: In my view, Philipp Plein does not have much promotion that no one knows this brand. Is it no promotion in Hong Kong? K: We have promotions but less to launch in Hong Kong. However, we also heard from the customer that they few to see our promotion or ads that they even do not know our store moved. L: Does it mean no one knew Elements have Philipp Plein store? K: As you say. Some customers who are VIP, they also do not know we were opened in Element. Most of the visitors do not understand our brand, they visit our store as they interest in our product. L: Would Philipp Plein arrange more promotion in Hong Kong in the future? K: I do not confirm as our company does not have the marketing department so that we lack marketing promotion. L: Really? No wonder less marketing work. K: Yes, I understood our company is less of promotion, so we often hear the consumer said they rare to see our promotion. L: Ok, I got it. How about the customer age in Elements? K: Most of them around 45. L: Does the male’s customer more than the female customer? K: Yup, male customers are more than female customers in our store. 80% of customers are males L: The last question. What did the customer think about Philipp Plein? K: Somebody says our brand so funny as using so many crystals, something exaggerated which is attractive. L: Thanks for providing much information for me. Thanks a lot.


Reference JustAnotherNerdWithWords, 2017. Philipp Plein. Wikipedia [ONLINE] Available at: https://en.wikipedia.org/wiki/Philipp_Plein. [Accessed 10 November 2017].

Philipp Plein. 2017. About The Designer. [ONLINE] Available at: http://world.philipp-plein.com/en/about/the-designer. [Accessed 10 November 2017].

Philipp Plein. 2017. History. [ONLINE] Available at: http://world.philipp-plein.com/en/about/history. [Accessed 10 November 2017].

Philipp Plein. 2017. PHILOSOPHY. [ONLINE] Available at: http://world.philipp-plein.com/en/about/philosophy. [Accessed 11 November 2017].

Short, S. 2016. Philipp Plein: The Most Successful Designer You've Never Heard Of. [ONLINE] Available at: http://hashtaglegend.com/post/philipp-plein-sportswear-fashion-collection-pleinsport-athleisure. [Accessed 25 October 2017].

Allwood, E. H. 2017. Philipp Plein DGAF what the fashion industry thinks of him. [ONLINE] Available at: http://www.dazeddigital.com/fashion/article/36132/1/philipp-plein-interview-cannes-resort-show-fashion-in dustry-jeremy-meeks. [Accessed 23 October 2017].

Partnernet. 2017. Research & Statistics. [ONLINE] Available at: http://partnernet.hktb.com/tc/research_statistics/index.html. [Accessed 29 November 2017].

Philipp Plein, (2017), The Exclusive Capsule Collection [ONLINE]. Available at: https://www.plein.com/on/demandware.store/Sites-PhilippPleinASIA-Site/en_HK/Search-ShowContent? fdid=alec-x-plein&ici=hp-look-2&icn=201711_alec-x-plein&nsview=true [Accessed 4 November 2017].

Marshall, A. 2015. The Plein Truth. [ONLINE] Available at: https://www.wmagazine.com/story/philipp-plein-designer-glamour. [Accessed 24 October 2017].

Kendall, G. T., 2009. Fashion Brand Merchandising. NYC: Fairchild Books.


pHOTO ref. Fig. 1 Philipp Plein, (2017), PP OPENS IN MILAN, ITALY [digital image]. Available at: http://world.philipp-plein.com/data/images/galleries/377/philipp-plein-nuovo-store -milano-via-della-spiga_4-20131018531610.jpg [Accessed 4 December 2017]. Fig. 2 BREANNA ROBINSON, (2017), Philipp Patrick Plein [digital image]. Available at: http://www.tucmag.net/wp-content/uploads/2017/09/Philipp20Plein20by20Steven20K lein20col.202016.jpg [Accessed 17 October 2017]. Fig.3 Flannels, (2017), Philipp Plein logo [digital image]. Available at: https://www.flannels.com/images/marketing/philipp-plein-root.jpg [Accessed 18 October 2017]. Fig.4 Philipp Plein, (2017), Jacket with Swarovski skull [digital image]. Available at: http://www.plein.com/on/demandware.static/-/Sites-plein-master-catalog/default/dw0 4199051/images/large/F17C-MRB0289-PNY002N_02_mb.jpg [Accessed 11 November 2017]. Fig.5 Philipp Plein, (2017), Croco & python leather jacket [digital image]. Available at: http://www.plein.com/on/demandware.static/-/Sites-plein-master-catalog/default/d w069ef05b/images/large/FW16-HM244014cp_02_sf.jpg [Accessed 11 November 2017]. Fig.6 Vogue, (2016), Monster trucks in SS16 Milan Show [digital image]. Available at: http://en.vogue.fr/uploads/images/thumbs/201624/a6/sub_philipp_plein_2837.jpeg _north_1200x_white.jpg [Accessed 18 October 2017]. Fig.7 Own photo, (2017), Harbour city gateway store Fig.8 SHOPSinHK, (2017), Swarovski crystal skull [digital image]. Available at: http://shopsinhk.com/wp-content/uploads/2017/01/philipp-plein-clothing-store-at-har bour-city-in-hong-kong.jpg [Accessed 12 November 2017]. Fig.9 Own photo, (2017), Black paper bag Fig.10 Hong Kong Tourism Board, 2017. The latest general tourism statistics [ONLINE]. Available at: http://partnernet.hktb.com/en/research_statistics/index.html [Accessed 1 December 2017]. [table]. Fig.11 Instagram, (2017), Philip plein Instagram [digital image]. Available at: https://www.instagram.com/philippplein78/?hl=zh-tw [Accessed 24 October 2017].


pHOTO ref. Fig.12 Instagram, (2017), Official Instagram [digital image]. Available at: https://www.instagram.com/philipppleininternational/?hl=zh-tw [Accessed 24 October 2017]. Fig.13 Own photo, (2017), Elements store Fig. 14 Own photo, (2017), Harbour city store customer Fig. 15 Own photo, (2017), Harbour city store customer 2 Fig. 16 Own photo, (2017), Harbour city store customer 3 Fig. 17 Own photo, (2017), Harbour city store customer 4 Fig. 18 Own photo, (2017), Alexander McQueen Fig. 19 Own photo, (2017), Maison Margiela Fig. 20 Own photo, (2017), Rick Owens Fig. 21 Alessandra Turra, (2017), ALEC & Philipp [digital image]. Available at: http://wwd.com/fashion-news/designer-luxury/philipp-plein-host-co-ed-resort-show-c annes-capsule-alec-monopoly-10875790/ [Accessed 4 December 2017]. Fig. 22 Word press, (2016), Rogers Diffusion of Innovation [digital image]. Available at: http://s3.thingpic.com/images/W6/BbiXAp2uWSb5VXKmy8jamUbS.jpeg [Acces sed 4 December 2017]. Fig. 23 Own photo, (2017), Price and uniqueness positioning map Fig. 24 Own photo, (2017), Price and popularity positioning map Fig. 25 Indrajit Das, (2013), Brand Life Cycle [digital image]. Available at: http://3.bp.blogspot.com/-dTvdEwrQu-0/UlEHv6QxYTI/AAAAAAAAA4s/HHlC S3bAOlg/s1600/life_cycle.png [Accessed 4 December 2017]. Fig. 26 Philipp Plein, (2017), Resort 18 Men 1 [digital image]. Available at: http://world.philipp-plein.com/data/images/galleries/4942/philipp-plein-women-m en-resort-2018_27_bfa-20170525025807.jpg [Accessed 3 December 2017]. Fig. 27 Philipp Plein, (2017), Resort 18 Men 2 [digital image]. Available at: http://world.philipp-plein.com/data/images/galleries/4942/philipp-plein-women-m en-resort-2018_23_bfa-20170525025807.jpg [Accessed 3 December 2017]. Fig. 28 Philipp Plein, (2017), Resort 18 Women 1 [digital image]. Available at: http://world.philipp-plein.com/data/images/galleries/4942/philipp-plein-women-m en-resort-2018_06_bfa-20170525465707.jpg [Accessed 3 December 2017].


pHOTO ref. Fig. 29 Philipp Plein, (2017), Resort 18 Women 2 [digital image]. Available at: http://world.philipp-plein.com/data/images/galleries/4942/philipp-plein-women-m en-resort-2018_02_bfa-20170525445707.jpg [Accessed 3 December 2017]. Fig. 30 Philipp Plein, (2017), PP x ALEC T-shirt [digital image]. Available at: https://www.plein.com/hk/en/t-shirt-round-neck-ss-_monopoli-al_/S18C-MTK178 1-PJY002N_02.html?cgid=women-stories-alec_monopoly [Accessed 4 December 2017]. Fig. 31 Philipp Plein, (2017), PP x ALEC backpack [digital image]. Available at: https://www.plein.com/hk/en/backpack-_alec-bp_/S18A-MBA0349-PLE004N_02. html?cgid=women-stories-alec_monopoly#cgid=women-stories-alec_monopoly&star t=4 [Accessed 4 December 2017]. Fig. 32 Philipp Plein, (2017), PP x ALEC biker [digital image]. Available at: https://www.plein.com/hk/en/leather-biker-_flying-money_/S18C-MLB0391-PLE0 10N_02.html?cgid=men-stories-alec_monopoly#cgid=men-stories-alec_monopoly&st art=5 [Accessed 4 December 2017]. Fig. 33 Philipp Plein, (2017), PP x ALEC [digital image]. Available at: https://www.plein.com/hk/en/t-shirt-round-neck-ss-_make-money_/S18C-WTK07 33-PJY002N_01.html?cgid=women-stories-alec_monopoly#cgid=women-stories-alec _monopoly&start=1 [Accessed 4 December 2017]. Fig. 34 Own photo, (2017), Elements store 2 Fig. 35 Own photo, (2017), Harbour city store 2 Fig. 36 Philipp Plein, (2017), Popup store with ALEC [digital image]. Available at: http://world.philipp-plein.com/data/images/galleries/4972/alecxplein_pop-up-store -event_art-basel-3-20171212411102.jpg [Accessed 4 December 2017]. Fig. 37 Baroque, (2015), Mega Yacht [digital image]. Available at: http://www.baroquelifestyle.com/featured-yacht-charter/2015/8/19/465-foot-megayacht-to-preview-at-monaco-yacht-show-2015 [Accessed 4 December 2017]. Fig.38 Own photo, (2017), Party set up floor plan Fig.39 Own photo, (2017), Invitation card design Fig.40 Own photo, (2017), Press kit Fig. 41 Philipp Plein, (2017), Alec x Philipp logo [digital image]. Available at: https://www.plein.com/on/demandware.store/Sites-PhilippPleinASIA-Site/en_HK/ Search-ShowContent?fdid=alec-x-plein&icn=201711_alec-x-plein&ici=hp-look-1&n sview=true [Accessed 4 December 2017].


pHOTO ref. Table.1 Harbour City store observation (Author’s own) Table.2 Elements store observation (Author’s own) Table.3 Harbour City store observation 2 (Author’s own) Table.4 T-shirt comparison table (Author’s own) Table.5 SWOT table (Author’s own) Table.6 Party rundown (Author’s own) Table.7 Jan timetable (Author’s own) Table.8 Feb timetable (Author’s own)


Bibliography Allwood, E. H. 2017. Philipp Plein DGAF what the fashion industry thinks of him. [ONLINE] Available at: http://www.dazeddigital.com/fashion/article/36132/1/philipp-plein-interview-cannes-resort-show-fashion-in dustry-jeremy-meeks. [Accessed 23 October 2017] Hines, T., 2007. Fashion Marketing. 2nd ed. UK: Elsevier Ltd. http://www.clb.org.hk/content/wages-and-employment. [Accessed 22 November 2017]. Hussain, A. S. and Eman, A. H., 2016. Introduction. The Impact of Pricing on Consumer Buying Behavior in Saudi Arabia : Al-Hassa Case Study [ONLINE], Vol.8, p.62. Available at: https://www.researchgate.net/profile/Hussain_Al-Salamin/publication/301753990_The_Impact_of_Pricing_ on_Consumer_Buying_Behavior_in_Saudi_Arabia_Al-Hassa_Case_Study/links/5725bf9308aee491cb3aa50 5/The-Impactof-Pricing-on-Consumer-Buying-Behavior-in-Saudi-Arabia-Al-Hassa-Case-Study.pdf. [Accessed 22 November 2017]. Investopedia. 2017. Just In Time - JIT. [ONLINE] Available at: https://www.investopedia.com/terms/j/jit.asp. [Accessed 22 November 2017]. JustAnotherNerdWithWords, 2017. Philipp Plein. Wikipedia [ONLINE] Available at: https://en.wikipedia.org/wiki/Philipp_Plein. [Accessed 10 November 2017]. Kendall, G. T., 2009. Fashion Brand Merchandising. NYC: Fairchild Books. Kenix Lee. 2016. Production in Bangladesh: Recent Development and Opportunities. [ONLINE] Available at: http://hkmb.hktdc.com/en/1X0A836L/hktdc-research/Production-in-Bangladesh-Recent-Development-andOpportunities. [Accessed 22 November 2017]. Kenix Lee. 2016. Production in Bangladesh: Recent Development and Opportunities. [ONLINE] Available at: http://hkmb.hktdc.com/en/1X0A836L/hktdc-research/Production-in-Bangladesh-Recent-Development-andOpportunities. [Accessed 22 November 2017]. Leon Kaye. 2013. Clothing to dye for: the textile sector must confront water risks. [ONLINE] Available at: https://www.theguardian.com/sustainable-business/dyeing-textile-sector-water-risks-adidas. [Accessed 22 November 2017]. Marshall, A. 2015. The Plein Truth. [ONLINE] Available at: https://www.wmagazine.com/story/philipp-plein-designer-glamour. [Accessed 24 October 2017].

Maslow, A., 1943. A Theory of Human Motivation, s.l.: Psychological Review.


Bibliography Maslow, A., 1987. Motivation and Personality. 3rd edition ed. NYC: Harper. Mcleod, S., 2007. Maslow's Hierarchy of Needs. [Online] Available at: https://www.simplypsychology.org/simplypsychology.org-Maslows%20Hierarchy%20of%20Needs.pdf [Accessed 22 November 2017]. Partnernet. 2017. Research & Statistics. [ONLINE] Available at: http://partnernet.hktb.com/tc/research_statistics/index.html. [Accessed 29 November 2017]. Philipp Plein, (2017), The Exclusive Capsule Collection [ONLINE]. Available at: https://www.plein.com/on/demandware.store/Sites-PhilippPleinASIA-Site/en_HK/Search-ShowContent? fdid=alec-x-plein&ici=hp-look-2&icn=201711_alec-x-plein&nsview=true [Accessed 4 November 2017]. Philipp Plein. 2017. History. [ONLINE] Available at: http://world.philipp-plein.com/en/about/history. [Accessed 10 November 2017]. Philipp Plein. 2017. About The Designer. [ONLINE] Available at: http://world.philipp-plein.com/en/about/the-designer. [Accessed 10 November 2017]. Philipp Plein. 2017. PHILOSOPHY. [ONLINE] Available at: http://world.philipp-plein.com/en/about/philosophy. [Accessed 11 November 2017]. Short, S. 2016. Philipp Plein: The Most Successful Designer You've Never Heard Of. [ONLINE] Available at: http://hashtaglegend.com/post/philipp-plein-sportswear-fashion-collection-pleinsport-athleisure. [Accessed 25 October 2017].


Philipp Plein - Fashion Brand Marketing and Promotion Project  
Philipp Plein - Fashion Brand Marketing and Promotion Project  

Fashion Brand Marketing and Promotion Project Moon Lau

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