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BRAND ANALYSIS & COMMUNICATIONS PLAN

  C O L L E E N

D A N I E L S


INTRODUCTION

STNETNOC FO ELBAT

Executive Summary History  Timeline Current Situation Brand Equity Communication Background

MARKET ANALYSIS Brand Position Emerging Markets Consumer Segmentation Competitive Landscape PESTEL SWOT

COMMUNICATIONS PLAN Recommendations Objectives Channels of Promotion Implementation Evaluation Appendix

WESTMONT HIGH UNDERGRADUATE THESIS 2019


E X E C U T I V E

S U M M A R Y

The primary objective of this report is to introduce a communication plan for luxury fashion house Celine. Celine has become an elite, identifiable brand within luxury fashion, by first analyzing their brand I will I will select approprwill begin by exploring the brands historyanalyze Celine's current brand position while considering internal and external factors, to provide a strategic framework of creative marketing solutions with the aim of elevating brand engagement and growth.


HISTORY Celine is an elite retailer in the luxury fashion market. The brands achieved the p stems from The brand evolved into an elite ready-towear fashion house. In 1996 Celine became integrated into famous luxury fashion conglomerate LVMH. The acquisition came with prestige for Celine which ultimately led to worldwide brand recognition. Â

T I M E L I N E 1945

1960

Celine Vipiana founds Celine and opens first store in Paris

2008

START SHOOT

2017

FIX SET FOR LAYOUT 2 by Timothy James (00) 988 1029 1092

Ready to wear Introduced

PREP MODEL FOR LAYOUT 2 with MUA, Hair, and full wardrobe

For layout #1 by Stephanie Jordan (04) 291 2092 1092 1987 For layout #1 by Martin DeCusso (44) 182 1029 1092 1996

2017

LUNCH BREAK by Becky's Catering

12018

START SHOOT For layout #2


CURRENT SITUATION


PHOEBE PHILO HEIDI SLIMANE According to Wikipedia, a news article discusses

A news article can include accounts of

current or recent news of either general interest

eyewitnesses to the happening event. It can

(i.e. daily newspapers) or of a specific topic (i.e.

contain photographs, accounts, statistics,

political or trade news magazines, club

graphs, recollections, interviews, polls, debates

newsletters, or technology news websites).

on the topic, etc. Headlines can be used to focus the reader’s attention on a particular (or main)

A news article can include accounts of

part of the article. The writer can also give facts

eyewitnesses to the happening event. It can

and detailed information following answers to

contain photographs, accounts, statistics,

general questions like who, what, when, where,

graphs, recollections, interviews, polls, debates.

why and how.


RAND EQUITY


MISSION Too represent the most fine qualities of western art de vivre around the world

VALUES Celine is a company which operates on a clear and defined value system: Sincerity, Agility, Focus. Celine is a brand which blends tradition and innovation and shy's away from the assumed in order to deliver true individuality. At Celine both innovation and timelessness are prized. Technologically advanced fabric development and a strong silhouette are key elements. Experimentation is combined with the sourcing of precious traditional materials increasingly rare artisanal techniques and hand craftsmanship.


VISUAL IDENTITY

MODERN MI NI MALI SM Reflected through the brands muted colour palette and through the logo with only ever appears in either black or white.Â

SOPHI STI CATED MATERI ALS Celine designs suggest something new thats made to last. Garments feature sharp silhouettes with oversized tailoring. Tecnologicially advanced fabrics that result in a clean and modernist design which is feminine with an air of masculinity.

PARI SI AN LUXURY Celine remains grounded in its french roots and shows all of its collections in paris. LVMH, its parent company, states the overall mission of its company is" To represent the most refined qualities of western 'Art de Vivre' around the world.


Brand Essence Study the area before you buy.

For your newsletter, don't just rely on listings and pictures of properties to make it interesting. People want newsletters, so they can stay informed. Add articles that will help homeowners and property buyers make the most of their investment. You can also update them on the state of the market, so they have an idea of what to do next. Another type of content you can include in your newsletter is a column offering tips and advice on how to take care of properties. This could include home improvement, landscaping, or maintenance that people can do to increase the value of their properties. You also don't always have to use pictures of houses or offices in your newsletter. Add a face to your real estate company by featuring agents and sharing their stories. You can also use illustrations and other design elements to give your newsletter more visual appeal beyond photographs.

"Am I getting my money's worth?"


DIRECT

Celines brand essense and overall image is consistent and helps position themselves within the luxury fashion market. Celine uses a formal sophisticated tone of voice and emulate a sense of opulence. Celine is a fashion foreward house that has developed a clear and consistant brand image that has made them recognizable in the elite luxury market. Celine is a brand that is inspired by art and it s designs are timeless to represent the identity of women.

I N D I R E C T Celine is a company which operates on a clearly defined value system: sincerity, agility, and focus.  Celine is a brand which blends tradition and innovation and shy's away from the assumed in order to deliver true individuality. 

C R E A T I V E

Celine is a company which operates on a clearly defined value system: sincerity, agility, and focus.  Celine is a brand which blends tradition and innovation and shy's away from the assumed in order to deliver true individuality. 


B R A N D P O S I T I O N I N G

$$$

LOW

HIGH

ACCESSIBILITY

ACCESSIBILITY

 $$

Add a little bit of body text


PLACE

Celine operates in 140 stores worldwide as well as select in-store distribution in luxury fashion department stores. Celine's stores reiterate a dedication to a minimal aesthetic The design of the stores were inspired by the ARC DE TRIOMPHE in paris. The stores aim to address ethnicity of surrounding, forms and shape.


SOCIAL MEDIA

Valid October 1 - 15, 2019


E-COMMERCE

Valid October 1 - 15, 2019


AD CAMPAIGNS For your newsletter, don't just rely on listings and pictures of properties to make it interesting. People want newsletters, so they can stay informed. Add articles that will help homeowners and property buyers make the most of their investment. You can also update them on the state of the market, so they have an idea of what to do next. Another type of content you can include in your newsletter is a column offering tips and advice on how to take care of properties. This could include home improvement, landscaping, or maintenance that people can do to increase the value of their properties. You also don't always have to use pictures of houses or offices in your newsletter. Add a face to your real estate company by featuring agents and sharing their stories. You can also use illustrations and other design elements to give your newsletter more visual appeal beyond photographs.

"It reminds us of our childhood."


BEECHTOWN CHANELS OF ANCESTRAL PROMOTION HOMES INSIDE THE MOST STUNNING HERITAGE HOUSES IN THE METRO

FASHION SHOWS Newsletters make for great marketing materials, especially in the real estate industry. You can use it to write a message to clients, show new listings, and share tips and stories regarding the business that people might enjoy. Depending on the types of properties and clients you deal with, you can go with a number of designs for your newsletter. If you showcase a lot of modern homes, for instance, try a minimalist look to go with the image of the house. Dealing with more traditional properties would be suited for a newsletter that uses serif fonts and muted or neutral colors. If you work with commercial properties, especially corporate spaces, on the other hand, use dark colors and bold contrasts to emphasize the majestic buildings and offices you'll feature.


SANDY JONES

AIMEE BECKHAM

LORENZ LIM

Target Market With the ubiquity of smartphones nowadays, we cannot deny the huge impact of DaEl lRtS s o c i a l m e d i a i n d r i v i n g c o n s u m e r b e h a v i o r . T h a t ’ s w h y b r a n d s b o tPhAbU i gL aS nA dN sm ap digital platforms in a bid to capture market share. But being online simply isn't enough—brands need to have insights of their consumers’ online behavior, and use that data to drive revenue for their business. This is where social media reports come in. By tinkering with some data points here and there, social media marketers can tell middle managers and top-level executives how their brands are perceived by their customers. More than just the numbers, digital marketers must also create a concise yet effective social media report that is meaningful for all stakeholders involved.


SWOT ANALYSIS

S O

Years of experience in brewing Established brand Products and packaging Stable financial performance

Brand redesign can lead to consumer growth Learn more about craft beer and competitors Maintain quality of products but expand collection Look into a partnership with startup brands"

W

Appeal to other demographics Dependence on past practices Stagnant numbers Weak social media presence"

T

Small businesses with craft beers Changing consumer preferences"


REDBOX MARKERTING

MARKETING STRATEGY According to Wikipedia a sale is the exchange of a commodity or money as the price of a good or a service.

BRANDING

MARKETING

Peter F. Drucker - “The purpose of business is to create and keep a customer”

John D. Rockefeller - “Don’t be afraid to give up the good to go for the great.”

PUBLIC RELATIONS John D. Rockefeller - “Don’t be afraid to give up the good to go for the great.”


The Chino Valley Post

GET HUGE DISCOUNTS Clothing (also called clothes) is fibre and textile material worn on the body. The wearing of clothing is mostly restricted to human beings and is a feature of nearly all human societies. The amount and type of clothing worn depends on physical, social and geographic considerations. Some clothing types can be gender-specific. Physically, clothing serves many purposes: it can serve as protection from the elements, and can enhance safety during hazardous activities such as hiking and cooking. It protects the wearer from rough surfaces, rash-causing plants, insect bites, splinters, thorns and prickles by providing a barrier

OUR LATEST WINTER OUTFITS Clothing (also called clothes) is fibre and textile material worn on the body. The wearing of clothing is mostly restricted to human beings and is a feature of nearly all human societies. The amount and type of clothing worn depends on physical, social and geographic considerations. Some clothing types can be gender-specific. Physically, clothing serves many purposes: it can serve as protection from the elements, and can enhance safety during hazardous activities such as hiking and cooking. It protects the wearer from rough surfaces, rash-causing plants, insect bites, splinters, thorns and prickles by providing a barrier. Clothing (also called clothes) is fibre and textile material worn on the body. The wearing of clothing is mostly restricted to human beings and is a feature of nearly all human societies. The amount and type of clothing worn depends on physical, social and geographic considerations.


September 2019

SILK CLOSET

Vol 1 Issue 21

Monthly Newsletter

Inside the Issue

BURNING FASHION

OWN THAT RUNWAY

STYLE ON A BUDGET

A newsletter is a regularly distributed publication that is generally about one main topic of interest to its subscribers. p. 02

A newsletter is a regularly distributed publication that is generally about one main topic of interest to its subscribers. p. 03

A newsletter is a regularly distributed publication that is generally about one main topic of interest to its subscribers. p. 04

TRENDS THAT YOU SHOULD TRY by Sienna Reeves Newsletters are published by clubs, churches, societies, associations, and businesses—especially companies—to provide information of interest to members, customers, or employees.

CONTINUED TO P. 04


Volume 50, Issue 7

The Herald

Beechtown University's Faculty Newsletter

Experiencing a semester at sea by Eleanor Fitzgerald

Creating a newsletter for teachers is a great way to share the activities and events happening at your school. A newsletter is also a great method of keeping the communication lines open between the teachers and the school administration. Teachers are busy with classes and lesson plans; that means they rarely have the spare time to look over your newsletter. This is why as an educator, you need to make sure that the teachers’ newsletter is done really well, or else it won’t serve its purpose.

By teac hers, for teac hers.


Volume 50, Issue 7

Social media in your classroom by Michelle Anderson

To make your newsletter attractive, remember that less is always more. Avoid wordiness and long-winded sentences. In order to make the message of the newsletter stand out, avoid long blocks of text; break it into short paragraphs instead. Take advantage of white space, too. A newsletter that looks too crowded will not be interesting at all to read. But perhaps what’s even more important is the content of your newsletter. Even if it is an internal newsletter, it is still a useful tool that the school can use to communicate with its teachers. When coming up with the content for your newsletter, it is important to know your audience. You need to understand their problems, their motivations, and their needs. This will help you come up with newsworthy content that speaks their language, and speaks to their needs.

"I'm so proud to call each and every one of you my colleague." Paul Parker President, Beechtown U

Newsletters are meant to keep teachers up-to-date, so keep the content fresh. Make it an essential reading by providing useful information.You can also use the newsletter to celebrate your teachers. Keep them motivated through kind words and by highlighting their accomplishments. You will have your teachers’ continued support of your newsletter if you make them feel great about themselves.

By teac hers, for teac hers.

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