Communication Project

Communication strategy project Ronja Witterstein Fashion marketing & communication, Level 6, 2017- 2018.

6FAMK005C Communication Techniques and Strategy 3 CWK1 Jaime Romeu, Mauricio O Ě Brien

INDEX

Introduction ...........................................................................6 Objectives ............................................................................. 7 Luxury Trends ....................................................................... 8-15 Key Facts .............................................................................. 16 Communication Strategy ...................................................... 17 Media Plan ............................................................................ 18

Target Media ..................................................................................... 19-25 Online Magazine ............................................................................... 26 Social Media ..................................................................................... 27

PR Plan ................................................................................. 28-29

Consumer engagement ............................................... 64-66 Isabel Marant x Kaplan MD ..........................................67 Airport oasis, relaxing and spa treatment

Isabel Marant App ........................................................68 Image shopping search, the new mobile shopping experience

Escape the city jungle Oasis ........................................ 69 Mobile container Pop-up store

Sponsorship & Product Placement .............................. 70 Event Sponsoring .................................................................... 71 Sponsorship ............................................................................ 72 Celebrity endorsement ............................................................. 73

Team .............................................................................74

Brand ambassadors .......................................................................... 30 Influencer .......................................................................................... 31-32 Opinion Leader ................................................................................. 33

Budget ......................................................................... 76-78

Events ................................................................................... 34 Fabulous Event ..................................................................... 35

Annex: Initial Brief ........................................................ 80-82

Paradise Jungle #CityJungle, New York

36-39

Store opening ....................................................................... 40

Store 4.0, London ............................................................................. 41-43

Charity Event ........................................................................ 44

Isabel Marant for the ocean, # ParleyxIsabelMarant, France ................. 45-47

Fashion Show ....................................................................... 48-50 Steam & Stone, FW19, France, Paris ..................................................51-57

Cross Experiential Marketing ................................................ 58 Body & Soul .......................................................................... 59-63 Kaplan MD x Isabel Marant beauty collection hostes in Six Sense Hotel, France Courchevel

Year Chronogram ......................................................... 79

Bibliography ................................................................. 83-85

Communication Strategy 2018 - 2020

Media Relations & media plan

Cross Experiential Marketing

Target Media

Body & Soul

Kaplan MD x Isabel Marant beauty collection hostes in Six Sense Hotel , France Courchevel

France: Vogue, LeMag du monde, L‘officiel, Elle, Grazia, Glamor UK: The Gentlewoman, WSJ, GQ, Porter, Sunday Style, Fantastic Man, Esquire US: Harpers Bazaar, W Mag, Vogue, GQ Norway & Denmark: Costume, Elle

Consumer engagement Isabel Marant x Kaplan MD

Online Magazine

Airport oasis, relaxing and spa treatment

Vogue, BOF, MR Porter, Self Service Mag, Man Repeller, Menswear style

Isabel Marant App

Social Media

Image shopping search, the new mobile shopping experience

Instagram, Facebook, Pinterest

Escape the city jungle Oasis Mobile container Pop-up store

PR plan

Sponsoring & Product Placement

Brand ambassadors

Anna Ewers, Kaja Gerber, Adam Gallagher

Event Sponsoring

Fabulous, Charity, Store opening & Fashion Show event sponsors

Influencer

Sandra Hagelstram, Jeanne Damas, Pernille Teisbæk, Taylor Hill, Jim Chapman, Renan Pacheco

Sponsorship

Parley innovation, technology Fédération de lahaute couture et de la mode supporting new talents

Opinion Leader

Kate Young, Cameron Russell, Sienna Miller

Celebrity endorsement

Events

Influencer, Brand ambassadors, Celebrities

Fabulous Event

Team

Store opening

Budget

Charity Event

The annual communication plan for 2018-2019 aprox. budget of 31.154.259,60 €

Paradise Jungle #CityJungle, New York Store 4.0, London Isabel Marant for the ocean, # ParleyxIsabelMarant, France

Fashion Show

Steam & Stone, FW19, France, Paris 5

INTRODUCTION

Isabel Marant‘s unique brand identity characterizes through the french heritage, the essence of the designer, delivering elegant designs for women and men with confident, comfortable, luxurious style.

The communication plan of Isabel Marant developed to position for the years 2018 to 2020 focuses on strengthen their brand identity through communication 3.0 and marketing 4.0 techniques in order to increases sales and built a strong consumer relationship. Focusing on the key markets in Europe, France, UK, Denmark and Norway and the US.

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OBJECTIVES

Increase brand awareness and strengthen brand identity Building strong relationship with secondary target through social media engagement and activations.

Involving consumer and reach awareness in on and offline communication, building global reach and brand experience through communication 3.0 and marketing 4.0 techniques to create human to human experience, using technology and digital platforms.

Increase media presence and built an emotional connection with target audience.

Increase word of mouth of opinion leaders, creative fashion industry, celebrities, primary and secondary target.

Increase sales through e-commerce and retail stores.

Appeal customer and built a stronger connection within sustainability.

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LUXURY TRENDS

Store 4.0 The customer experiences in and off store has become key in the luxury industry. High technology involvement, such as personalized touch-screen displays, smart mirrors improve the virtual shopping experience, mobile payment checkout, Wifi beacons and virtual reality in order to improve the customer relationship, loyalty and satisfaction on a new digital level. Future development involving artificial intelligence improve retailers to detect and understand customer‘s personal preferences, loyalty programs and offer solutions with expertise. Amazon Go is offering direct purchase without checking out in order to reach the best consumer In-store experience. Amazon Echo, new AI device for style advising performance. Besides the example of Nike Digital Store experience show the creative connection between digital entertainment and experience in-store.

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High involvement in Sustainability, social and environmental responsibility in fashion are key for the luxury industry. Mission-driven sustainable practices receive positive experience regarding the brand and evolves customer loyalty. Especially among younger audiences a positive connection towards the brand in order to gain trust, luxury brands and groups such as Kering, LVMH group and Stella McCartney. A specific example is the luxury brand Edun, which embraces work collaboration between artisans, manufacturers to develop high end products challenging the sustainable and ethical fashion.

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LUXURY TRENDS

Positive Luxury

LUXURY TRENDS

Customization In the fashion industry it is necessary to stand out and deliver a unique, exclusive service, in order to fulfill customers demands and needs one of the most important luxury trends is customization of services and products. Personalized items increase personal value and customer identify themselves with their purchase, which leads to a stronger and loyal customer relationship. In 2016 Gucci offered DIY embroidery jackets for their customer for their very own unique experience, as well Estée Lauder allows consumer the perfect match try-own experience of cosmetics. L‘Oréal Paris has designed a mobile device to personalize make-up trends in real time for consumers, including ultra-customized communications and interactions, such as discounts.

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In 2017, consumers have for the first time real live chat bots experience, with fully automated chat agents in order to answer consumer questions and act as the first point with the brand and consumer. Customer service and satisfaction is more important than ever. Via direct leveraging chatbots through social media apps, brand and consumer can experience fast messaging in order to reach the most brand engagement and customer service. Tommy Hilfiger collaboration collection GigixTommy used Chatbots for unique customer experience.

The technology of artificial intelligence is mainly performed through Kik chat app, Facebook messenger, Slack, Whatsapp and ChatFuel.

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LUXURY TRENDS

Instant Message

LUXURY TRENDS

Post-Demographic Luxury The old demographic model to predict consumers by age, gender, location and income is decreasing and revolutionized by the new way of lifestyle and reach of new consumers. In the post demographic age the old thinking is outdated and luxury brands embrace new brand positionings, new consumer expectations and lifestyles when it comes to the how, where and when of luxury products. As an example Fendi used a new touchpoint to meet new consumers, where they moved across the US and sold luxury fashion through traveling vans selling Fendi‘s capsule collection in 2016. In addition Dolce & Gabbana ran a street graffiti campaign on sidewalks in London and Paris along with a hashtag #DGFamily in order to meet new customers by creating a platform and deliver a different contemporary brand experience.

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Luxury that makes the world a better place. In the luxury industry, brands and consumer want to participate in charity, social and environmental issues to be freed of negative impacts of their consumption. Brands recognized consumer want indulgence without guilt. In order to fulfill their needs brands are highly involved in innovative projects, delivering new creative technologies to make a positive impact on our environment. As an example the luxury vodka brand Fog Point collecting fog water over six month period from San Francisco, which results 2,400 bottles distilled from ecological sustainable grape vineyard in California to highlight the issues about water sustainability.

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LUXURY TRENDS

Premium Redeemed

LUXURY TRENDS

The new Image Shooping The new image based search will be introduced for the first time in 2018 and change the way consumer perceive their favourite fashion items. Through image analysis mobile devices consumers will be able to take pictures of their favourite item anytime to receive similar or the exact product. Merchants that integrate the new technologies will reach a new level of ROI and enter a new dimension of consumer behaviour. Brands such as Screenshop, Pinterest, Target and Houzz are launching visual match and photo screening. Houzz offers and identifies similar products, that features more than 8 million home decor items available in their online store.

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Luxury brands are seeking for a new dimension to connect with their consumer through new experiences that engage emotionally. The essence to be a part of something big to own a luxury product and feel emotionally connected is the highest level of engagement brands are looking for.

As an example Tommy Hilfiger launched his new collection with Topmodel Gigi Hadid hosted at the Pier 16 celebrating a fashion festival event to deliver the extraordinary customer experience.

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LUXURY TRENDS

New brand dimension

KEY FACTS

1994

2000

2010

2013

2016

2017

2017

Launch of Isabel Marant first store in Paris

Launch of Isabel Marant Étoile

Expand retail business to US, New York

H&M collaboration, c o n s i s tent annual growth rate of 20 - 30% 16

C u r re n t stands 22 retail stores, 600 multi-brand retailers

July, launching of Isabel Marant e - c o m m e rce, isabelmarant.com

First men collection in SS18

Strengthen the brand image and identity with the primary and secondary target involving new communication 3.0 an marketing 4.0 techniques Increase brand awareness and consumer engagement

ISABEL MARANT ISABEL MARANT ISABEL MARANT ISABEL MARANT ISABEL MARANT

Establish and widern the customer base into the key markets Increase sales

1994

POSITIONING

2017

2018

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STRATEGY

LAUNCHING

CONSOLIDATION

2020

2027

MEDIA PLAN The Media plan is aimed to reach the brands primary and secondary target in the dedicated key markets France, UK, Norway, Denmark and USA. The focus relys on print and online publications including publicity, main stories, special stories, advertising & editorials.

Strengthen relationships with target audience through off/online platform.

Reach global awareness leading towards increased sales.

Built emotional connection through publications in order to strengthen the brand image and identity of Isabel Marant

The target media is aimed to international fashion, lifestyle, business magazines and online blogs/magazines in order to reach Isabel Marants target audience.

KEY MESSAGES Isabel Marant inspires confident woman and men, that are involved in cultivated and design related professions. The designer is the essence of the brand and transmits the french bohemian leisure attitude, which her audience loves about her.

The designer is the center of the brand, name, experience and emotions, through personal interviews dedicated to her personal view of the fashion industry, the audience connects emotionally.

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MEDIA PLAN

FRANCE

VOGUE PARIS

LE MAGAZINE DU MONDE

L‘OFFICÉL

Advertising: F/W 19, SS20 Editorial: F/W 19 Main Story: Six Sense Hotel experience IM Special story: Isabel Marant x Store 4.0 Article digital luxury - the future of stores Article future of fashion technology, save the environment

Advertising: F/W 19, SS20 Editorial Collection SS20 Main Story: Kaplan MD x Isabel Marant Publicity: Coverage of presentation of collection SS20 Special Story: Article „time out - escape the city jungle“

Advertising: Kaplan MDx Isabel Marant Publicity: Coverage presentation capsule collection Parley x Isabel Marant Special Story: Interview w/ Isabel Marant Editorial:Product features in editorial and wishlists

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MEDIA PLAN

ELLE

GRAZIA

GLAMOUR

Advertising: Parley x Isabel Marant Main story: Parley x Isabel Marant Special story: VIP Guests NY Gallow Green Article: Style check collection presentation Publicity:10 favourites of collection - product feature Editorial: FW 19

Advertising: App Image search Main story: Artist x Isabel Marant FW 19 Special story: Style check collection presentation, Store 4.0 Publicity:10 favourites of collection - product feature Editorial: Capsule collection

Advertising: Nowness x Isabel Marant Main story: La sensation de luxe voyage Special story: Airport oasis w/ Isabel Marant and Kaplan MD Publicity: Image Gallery of collection FW 19, SS20 Editorial: Product features SS20

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MEDIA PLAN

UK

THE GENTLEWOMAN Adverising: Capsule collection Main story:Article Isabel Marant rise of entrepreneur designer Special story: pop up movie city jungle Publicity: Pop up container, route, interview Editorial: Product features capsule collection

WSJ MAGAZINE

GQ BRITISH

Advertising: Kaplan MDxIsabel Marant Main story: Isabel Marant, travel, luxe, relax Special story: natural beauty six sense hotel Publicity: store opening Editorial: Product features FW19

Advertising: F/W 19 Main story: store 4.0, london Special Story: travel, luxe, technology Publicity: store opening Editorial: Location, Pop up mobile, product feature

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MEDIA PLAN

PORTER MAGAZINE Advertising: SS20 Main story: Isabel Marant the digital innovation Special story: Coverage presentation of capsule collection Parley x Isabel Marant Publication: Mobile container #cityjungle Editorial: Capsule collection w/ Parley

SUNADY STYLE

FANTASTIC MAN

Advertising: FW19 Main story: Behind the scene - Interview w/ Isabel Marant FW19 Special story: Article - Emerging artist collaboration Interview with film director/Nowness Publicity store opening

Advertising: Parley x Isabek Marant Main story:Interview w/ Isabel Marant collaboration with Samsung, Yoox - the future of stores Special story: Article w/ Parley x Isabel Marant ocean pollution Editorial: Product feature capsule collection

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MEDIA PLAN

USA

HARPER‘S BAZAAR

W MAGZINE

Advertising: F/W 19, SS20 Main story: Interview w/ Isabel marant #cityjungle Special Story: Beauty, relax, luxe Publicity: Six sense Hotel, event coverage Editorial: Product feature FW19

Advertising: FW19 Main Story: Interview w/ Isabel Marant fashion show Special story: Image Gallery of collection FW 19, SS20 Publicity: City Jungle event Editorial: SS20

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VOGUE USA Advertising: F/W 19, SS20 Main story: Nowness x Isabel Marant Special story #cityjungle Publicity: Mobile container #cityjungle Editorial:product feature collection FW19

MEDIA PLAN

NORWAY & DENMARK

COSTUME NORWAY

ELLE NORWAY

ELLE DENMARK

Advertising: Kaplan MD x Isabel Marant Main story: Interview with CEO of Nowness #cityjungle Special story: Image Gallery of VIP guests x outfitcheck FW19 Publicity: Event coverage Editorial: Capsule collection

Advertising: FW19 Main story: Isabel marant x store 4.0 Special Story: Image Gallery - Store opening event, atmosphere, guests Publicity: red carpet VIP w/ Isabel Marant Editorial: London travel mobile container #cityjungle

Advertising: FW19, SS20 Main story: Parley x isabel Marant Special story: Coverage of launch of collection presentation FW19 Publicity: Who wore it better - Runway/Celebrity Editorial: product features, beauty

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MEDIA PLAN

Secondary target - MEN

GQ USA

ESQUIRE UK

VOGUE L‘HOMME PARIS

Advertising: FW19, SS20 Main story: Article-Isabel Marant featuring emerging artists collaboration Nowness Special story: new generation men Publicity: Store opening, event Editorial: FW19

Advertising: Parley x Isabel Marant Main Story: The new luxe travel, Six sense hotel w/ Isabel Marant Special Story: Coverage collaboration Parley x Isabel Marant Publicity: Store opening Editorial: product features

Advertising: FW19, SS20 Main Story: Article-Isabel Marant inspires men‘s fashion world Special story: Nowness x Isabel Marant Publicity: Six sense hotel event Editorial: SS20

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ONLINE MAGAZINES Publicity store opening Online Gallery - Store opening event, atmosphere, guests Video campaign Nowness #cityjungle

Interview Future of fashion technology Store 4.0 Featured article Samsung, Yoox, Isabel Marant Publicity store opening Video campaign Parley x Isabel Marant

Coverage capsule collection Parley x Isabel Marant Product features - favoutite accessories, details

Article: Powerwoman Isabel Marant takes over the men‘s world

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Video Publicity Nowness city jungle Publicity store opening Article: Future of fashion technology/ParleyxIsabel Marant

Product features: Men‘s collection FW19 Style check image gallery

SOCIAL MEDIA

Include and increase insta stories in order to reach a new emotional connection, showing close ups, real stories of Isabel Marant itselfs, collection, live runway and include news and up-to-date information.

Instagram platform interacts and communicates visually Isabel Marant‘s brand identity and through the platform using the tool to engage and increase the human to human experience.

Information about relevant events and campaigns. Starting the customer direct messages to improve a real life conversation for consumer satisfaction.

Involving the target audience to inspire about recent collections, ideas and deep dive into isabel Marant‘s world.

Increase social media engagement in order to increase followers and sales Create specific and relevant content in order to build a community and stronger relationship with the target audience 27

PR PLAN The PR plan of Isabel Marant introduces online influencer and blogger, opinion leaders and brand ambassadors representing and extend the brand experiences in order to meet new target audience.

Communicate the brand message and strengthen the brand identity Promote collaboration and increase sales through higher social engagement Increase the social engagement in order to meet the target audience and broarden new perspective of new consumers Increase the word of mouth of opinion leaders, online influencer, fashion high profile target and insiders

Brand ambassador

Influencer

Opinion Leader

Isabel Marant has a very strong connection with it‘s high profile fashion individuals, VIP and influencers. The representatives of the brand and PR direction selects high fashion individuals that represent Isabel Marant‘s brand essence, target profile and identity in order to create a relationship of trust, authenticity, creativity and connect with the french unique design.

The most important factor is that the designer creates fashion to feel confident, fashionable and comfortable which high profile target‘s lifestyles.

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What we offer

What we expect

Up-to-date and previous information about future activities involving campaigns, collections and special brand activations

Appearance to all Isabel Marant‘s events Media exposure and social engagement including selected hashtags, mention and tags on social platforms

Invitation to all brand events, including transport, accommodation and catering

Special dedication in interviews representing/mention the brand, activations, special collaboration with trustworthy, emotional and personal insights/comments

Receiving Isabel Marant‘s favourite key pieces of collection and capsule collection Special invitation and pre gift for events

Representing the brand in media events, wearing key pieces when media exposed

Prioritized delivery and selection of new collection and products

Interviews with key media press at Isabel Marant‘s events

Media exposure and promotion

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BRAND AMBASSADOR

Anna Ewers 294k followers

Kaia Gerber 2,5m followers

Adam Gallagher 2,1m followers

22,8k followers

115k followers

581k followers

Anna Ewers has been brand ambassador for Isabel Marant since 2017 and represent the brand through her social platform, events and personality. Her cool german heritage matches the brand values and adresses to primary target and secondary target.

American Model and Actress adressing two secondary target and younger audience. Kaia Gerber is one of the newcomer in the fashion business, run shows for Chanel, Burberry, Marc Jacobs and many more and inspire with positive energy and confident personality her big community.

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Founder of: Iamgalla.com Categories: Menswear, Travel, Lifestyle Content: aids the men’s demographic with styling tips, trend forecasts and third party inspiration.

Why: Adresses to secondary target involving sophisticated lifestyle and fashion content

INFLUENCER

Sandra Hagelstam - 5inchandup 90,1K followers

Jeanne Damas 679K followers

Pernille TeisbĂŚk 515K followers

18k followers

8k followers

------------------

Founder of: 5 inch and up Categories: Fashion, Design, Lifestyle, Travel Finnish based in London social media influencer and consultant, inspires confident individuals in fashion, love for shoes Why: adresses to primary target(UK,Europe), gives high value content, her style and attitude matches the brand values

Founder of: Rouje Categories: Fashion, Trends, Lifestyle The french it girl obsessed with french elegance inspires with her unique style choices a big community.

Why: Elegant, Confident, French, Bohemian style adresses to primary target, voice through media, magazines and press value 31

Co-founder & Creative Director at Social Zoo Direct Categories: Nordic high fashion, vintage Stylist and fashion blogger with danish heritage known for mixing high end fashion with vintage style secrets.

Why: Nordic audience inspired by unique style choices, Influencer, Fashion stylist

INFLUENCER

Taylor Hill

Jim Chapman

Renan Pacheco - iamrenanpacheco

9,5m followers

2,2m followers

414k followers

291k followers

974k followers

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American Model with high social media influence amoung target audiences adressed to high fashion individuals and young audiences.

Taylor Hill has a strong voice and visibility in fashion events, press and media in order to represent the brand.

Contributing editor for GQ for latest men‘s fashion lifestyle trends and most seen face at front rows at men‘s fashion. He has a high profile value, high social engagement and involved in media and fashion that addresses to Isabel Marants secondary target in UK, Europe, USA. 32

French Actor/Film Director & Men‘s fashion digital influencer.

Luxury fashion lifestyle, travel and coolness factor meets the french brands essence and involve new audiences.

OPINION LEADER

Kate Young

Cameron Russell

Sienna Miller

210k followers

109k followers

193k followers

-----------------

22k followers

2,2k followers

Fashion Stylists dressing for high profile indivi- American Model with strong voice about sociduals duch as Sienna Miller, Natalie Portman, al and female empowerment, power of image Dakota Johnson, Margot Robbie, Rachel known in TEDtalks.

Weisz, Selena Gomez and Michelle Williams.

She has a great voice and influence in media/ events.

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British/American Actress and Designer with high media value meet high life individuals representing Isabel Marant through unique leisure, luxury style.

EVENTS

Events

Isabel Marant‘s presents in the following section the event plan for 2018 and 2019 to promote and strengthen their brand awareness with their key VIP clients and target audience. The events are created to engage, inspire and create a human to human experience in order to build a stronger brand identity and leading to increase sales.

Fabulous event

Store opening

Charity event

Fashion Show

Increase target audience and brand engagement Connect through communication 3.0 and marketing 4.0 techniques Obtaining the maximum quality coverage of fashion, lifestyle and business media with the key market press in the events.

Achieve the highest attendance regarding VIP clients, media press and Isabel Marant‘s primary and secondary target

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FABULOUS EVENT

PARADISE JUNGLE

New York, the center of modern contemporary fashion professionals, Isabel Marant invites their key audience for a unforgettable out-of-town experience in the unique location Gallow Green. Guests will be entertained with contemporary art and culture to receive a unique experience. Isabel Marant created with Nowness contemporary short films to explore the designers french attitude, bohemian elegance.

The short films will display the concept of #cityjungle to inspire young individuals and display special stories of modern life in New York, Paris, Norway, London and Los Angeles. In cooperation with emerging film directors contributing with Nowness the mood and emotion mirror Isabel Marant‘s french bohemian brand essence. #CITYJUNGLE

ACTIONS

TEASER

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

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TEASER

DATE

EVENT

FOLLOW-UP

May - June

TEASER Teaser campaign x Social Media Creating expectations in Social media with on Nowness platforms including the website and Instagram, as well Isabel Marant‘s Instagram, special stories and short 3-6 second videos of short videos.

The fabulous event is to interact with the main target audience, VIP guests and press media. The essence and city stories increase engagement with secondary target regarding travel, city, fashion, art, deep dive in the city jungle experience.

Media Press and Guest invitation PR and media director sending 2 month and 2-3 weeks before press releases to the key target media in USA & Europe to inform and invite press media, key editors, journalists and online magazines.

Guests will receive a special invitation 2 month inviting to the PARADISE JUNGLE event in NYC in Gallow Green.

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TEASER

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

BRUNCH 11am-1pm

LUNCH 2pm-4pm

EVENT 7pm-12pm

AFTERPARTY 12pm-3am

Brunch Media profile: Press media invited to Brunch, off/online publications, lifestyle publications and key editors. Interview Plan one to one interviews with Isabel Marant and CEO of Nowness.

Goal: communicate journalists the concept of Fabulous event and raise awareness about the brand to raise media coverage.

Interview: 3 CEO corporate interview with key corporate media.

Lunch VIP and Guests invite to experience the beautiful skyline of NYC at the TOP Restaurant terrasse at Conrad New York Hotel. Guests stay at the hotel and receive a luxurious lunch experiences with Isabel Marant.

Event Inviting to the Gallo Green White paradise Jungle experience, Guests will be receiving a extraordinary film premiere with the combination of Isabel Marant essence and city jungle experience. The event is targeting the to strengthen the secondary target including emerging talents in fashion and film with Nowness and influences of Digital media.

Afterparty The fabulous event in the le Bain club with another stunning view of the skyline of NY to escape the city jungle to receive a unique luxurious finishing.

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EVENT LOCATIONS

DATE

Brunch & Lunch: Conrad New York Hotel, 102 North End Ave

Main event: Gallow Green Terrace, 542 W 27th St

Wednesday 11th July 2018 Hotel Guest will be staying at the Conrad New York hotel receiving a luxurious, comfortable stay while experiencing the NY highlife of fashion.

Connecting the hotel location with the Media Brunch and Lunch for Guests and VIP they have a relaxing atmosphere with one of the best views to the Hudson river.

Transportation Isabel Marant offers their guests to travel around the city with UberBlack the premium transportation receiving a luxurious, relaxing time connecting locations.

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Afterparty: Le Bain, The Starndard High Line, 848 Washington Street

TEASER

EVENT

FOLLOW-UP

Media Sending follow up press release to all journalists, who didn’t attend the event and for invited media in order to maximize media and press coverage informing about the Fabulous Event.

Invited Guests All Guests will receive a follow up gift to receive a reminder as a gift to their hotel or company in order to strengthen the relationship and increase brand awareness. Personalized cards for Guests invite the intimate relationship between brand, designer and guests.

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STORE OPENING

ISABEL MARANT IN LONDON

Store opening addressed to introduce and strengthen relationship with secondary target of Isabel Marant, the new store opening in London involves high technology including interactive mirrors, personalized touch-screens introducing a new area of Store 4.0 concepts in order to give full customer experience.

In cooperation with Samsung and Yoox Isabel Marant offers a new store experience inviting and presenting new collections, focus on primary and secondary target.

The events invites exclusive target audience, VIP‘s, influencer, brand ambassador and key selected on/offline media to the store opening party.

#ISABELMARANTLONDON

ACTIONS

PRE-OPENING

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

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PRE-OPENING

EVENT

FOLLOW-UP

PRE-OPENING DATE

February - March

Opening x Press Sending Press release in order to reach the highest attendance and media coverage at the event and inform about new technology innovation.

Social Media 2 Weeks before the event using Isabel Marant social media platform to inform target audience about new store in London. Short insta stories and Facebook event.

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PRE-OPENING

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

BRUNCH 11am-1pm

VIP PRE EVENT 6pm - 7pm

DATE LOCATION

MAIN EVENT 7pm-12pm

Wednesday 11th April 2018 43 Dover St, Mayfair, London

Brunch Media profile: Press media invited to Brunch, off/online publications, lifestyle publications, editors in chief, local and international press, financial papers key and journalists. Interview Plan one to one interviews with Isabel Marant.

Goal: communicate journalists the concept of the store and new technology, key experience of store 4.0 Interview: 3 CEO corporate interview with key corporate media.

VIP PRE EVENT Pre party for special VIP guests and journalists for a unique store experiences and collection presentation. Entertained and served small snacks and drinks.

MAIN EVENT Media call for daily Press, on/offline fashion publications, photographers, TV and press agencies to receive highest media coverage. Presentation of collection and instore technology experience through interactive mirrors and fitting rooms.

Store opening Wednesday 10th April 2019 43 Dover St, Mayfair, London

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PRE-OPENING

EVENT

FOLLOW-UP

Direct Press release to unattendant media informing about event and VIP attendance.

Follow up in Social Media of Isabel Marant, influencers and brand ambassadors to attract new audience in order to increase sales and connecting with target audience.

Key Media & Press 43

CHARITY EVENT

ISABEL MARANT FOR THE OCEAN

Introduce Isabel Marant into charity and issue about environment. Achieving global recognition with organisation Parley about ocean pollution.

The charity event of Isabel Marant will be collaborating with Parley to reach global awareness about ocean plastic pollution. Addressed to Isabel Marant‘s high profile customers into the fashion industry and target audiences, presenting a capsule collection featuring new material innovation from ocean‘s plastic. Presenting the launch of the capsule collection through social media campaign to reach global awareness. The profits of the collecting will go to Parley foundation.

#ParleyxIsabelMarant

ACTIONS

TEASER

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

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TEASER

EVENT

FOLLOW-UP

TEASER DATE

March - April

Campaign video introducing and launching online campaign to reach global awareness. Creating a capsule website collaboration and featuring the campaign video, brand ambassadors, and selected social media influencers representing the brands collaboration to raise awareness.

Parley x Press Sending Press release to Key Media in order to start conversation and reach global awareness Isabel Marant for the ocean

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TEASER

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

BRUNCH 11am-1pm

VIP PRE EVENT 6pm - 7pm

DATE LOCATION

MAIN EVENT 7pm-12pm

Thursday 17th May 2018 50 Rue Croix des Petits Champs, 75001 Paris

Brunch: 11am-1pm introducing and communicate aims of campaign to key media, on and offline publications, key editors. One-to-one interview with CEO of parley and Isabel Marant.

VIP PRE EVENT Pre party for special VIP guests and journalists invited to see the capsule collection in Isabel Marants Showroom served by snacks and drinks to enhance the close relationship between guests and brand.

MAIN EVENT Introducing and launching capsule collecting to high profile target, Vip, Press and Media. The presentation of campaign and after party. The event will be located in Isabel Marant‘s showroom creating intimate and comfortable atmosphere for audience.

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TEASER

EVENT

FOLLOW-UP

Direct Press release to unattendant media informing about event and VIP attendance.

In selected stores in Europe and US the collecting will be presented to the public and online communication in social media, Parley and Isabel Marant website.

Social media interaction of the brand, brand ambassadors, influencer presenting charity event to main target audiences.

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FASHION SHOW

ISABEL MARANT F/W 2019 & S/S 2020 The brand & The designer 1989 Isabel Marant started her first brand called Twen with 22 years-old. Already starting her unique style through knitwear and jersey, she wanted to create women clothing that she feels comfortable wearing. Her brand established in 1994 in Paris, her first shop in an old artists workshop. Isabel Marant presents the french bohemian essence creating confident clothing for women and recently in 2017 for men. Handcrafted, artisan designs aligned with her brand and personal character Isabel Marant became the designer for Celebrities and high fashion profiles. #ISABELMARANTPARIS CHARACTERISTICS

Sophisticated premium, elegant design

Creativity Modern, contemporary, trendy, bohemian

Authentic French essence, unique, luxury 48

Spring Ready-to-Wear 2018

Fall Ready-to-Wear 2018

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Spring Ready-to-Wear 2017

Fall Ready-to-Wear 2017

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The creative concept shows the big idea behind the collection and the outcomes on runway, attitude and media communication.

Increase Social Media platform and engage with target audience through PR and Media plan Building an emotional and meaningful connection with media, buyer and target Increase word of mouth of creative fashion, opinion leaders and audience Strengthen the brand identity and awareness Increase Sales

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THE CREATIVE CONCEPT

STEAM & STONE

STEAM & STONE Concept collection The collection of FW19 will embrace the natural beauty of different structures in material, focus on elegant and straight cuts to enhance timeless design and longevity. Isabel Marant‘s love for knitwear and her trademark of cool aesthetics, sport and bohemian influences to identify a new french cool designs. Her collection inspired by following one color palette of dark, natural colours with a hint of color in accessories embrace Isabel Marant‘s passion for details and comfortable looks. Following her tribute to introduce men‘s collection in SS18, the show combines both aesthetics for women and men - timeless and individuality, uniqueness and comfortable, elegant and luxury.

STEAM & STONE Concept fashion show The show will be featured by artists installation of Design Miami with the „Steam Tree“ by Japanese architect Azusa Murakami and British artist Alexander Groves balance the silent elegance of light, steam and the collection. Including the see now buy now option direct from the runway using social media and live stream‘s to enhance with the younger audience and new technology. The guests will dive into a new dimension out of stress of the fashion world, presentation is everything.

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FASHIONSHOW ELEMENTS

STEAM & STONE collection inspiration

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STEAM & STONE make-up & hair

STEAM & STONE venue PALAIS DU TOKYO runway venue

SHOWROOM de Isabel Marant

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TEASER

EVENT

FOLLOW-UP

TEASER DATE

January - February

Teaser Press release and invitation 3-4 weeks of the presentation of the collection between key media press, buyers, VIP, clients and influencer.

Social Media Activation through social media of Isabel Marant preview of collection and short videos in Instagram stories and platform.

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TEASER

EVENT

FOLLOW-UP

PRESS-DAY

COCKTAIL PARTY

Wednesday 28th Februar 2018

DATE LOCATION

50 Rue Croix des Petits Champs, 75001 Paris

PARIS FASHION WEEK 2018 27.02-6.03 26. Feb 27. Feb

28. Feb

TIME 07:00 08:00 09:00 10:00 11:00

Creative Team meeting Location direction and instruction

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12:00 13:00 14:00 15:00 Catering Food testing 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00

Arrival of staff Fitting, Hair & Make preparation of venue up test Team meeting Catering set up

Technical, Light, Sound set up

Technical and light testing Last set up Hair & Makeup Styling last fitting Fashion Show Key media press Cocktail party in Showroom Afterparty

TEASER

EVENT

FOLLOW-UP

Direct Press release to unattendant and all key media informing about event and VIP attendance.

Follow-up present to Guests, VIP and VIP media to remind of Isabel Marant brand experience and touch up with luxury perspective.

Social media interaction of the brand, brand ambassadors, influencer presenting charity event to main target audiences.

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CROSS EXPERIENTIAL MARKETING

Isabel‘s Body & Soul

The cross experiential marketing campaign is aimed to introduce and benefit from luxury brand values.

Increase brand awareness and brand sales.

Beneficial cross experiential brand values and product extension.

Create a meaningful and strong relationship with the target audience, embracing new benefits and products in order to meet their needs in different touch points.

The cross experiential marketing is aimed to connect body and soul experience with Kaplan MD and Six Sense hotel aimed for primary target to find the way to yourself, relaxing in the stressful environment. Isabel Marant creates with Kaplan MD a special collection to embrace the natural beauty, spirit of body and soul special dedicated in Six Sense Hotels with Special Spa treatment and travel experience. The Location in Six Senses Residences Courchevel, Isabel Marant connects their VIP clients and shows the need to focus on their body and health.

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Kaplan MD

Six Sense Hotel Resorts and Spa

Kaplan MD, was founded by the world renowned Beverly Hill dermatologist Stuart Kaplan, M.D., is the leading luxury skincare connecting medical grade ingredients with certificated organic extracts based on the philosophy of Quality, Simplicity and Integrity. The connection between body and soul, producing high quality and luxury skincare embrace the natural beauty.

The luxury Spa resorts are located in the most unique and beautiful places from Europe, America to Asia.

The hospitality pioneer embracing luxury high end facilities married to sustainable practices, energise and revitalise the human spirit in order to reconnect with themselves and their surroundings.

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Partnership & Benefits Activation of France heritage connecting body and soul treatment with Kaplan MD luxurious beauty products and luxury spa resident in the winter paradise Courchevel.

The event will be hosted in the Six sense Hotel, connecting fashion elegance and beauty, spa and relax, and product experience.

Kaplan MD and Isabel Marant are creating special dedication to travel and working individuals beauty products collection. The invitees will have a unique experience to interact with both brands and environment on the highest level of luxury hospitality.

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Location - Six Senses Residences Courchevel

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TOUCHPOINTS

ACTIVITIES

TEASER

EVENT

FOLLOW-UP

Send out invitations to VIP and key clients of Kaplan MD, Six Sense Hotel And Isabel Marant Follow up calls to confirm Press release to key media Teaser campaign in social media of Isabel Marant, Kaplan & Six Sense

Aperitivo Beauty and Spa collection experience Sales of collection Spa treatment and activation of Six Sense Hotel Dinner with the special extra - secret location

Follow up press release to key media and non participants Social media activation, Influencer and brand ambassadors Follow up gift to guests and VIP media Beauty products sale online and selected stores of Isabel Marant, Six Sense Hotel & Kaplan MD

PR & Public relations Social Media campiagn Direct communication Email and website

Six Sense Hotel PR & Media Relation Social Media

Direct communication Email Social Media Store Isabel Marant, Kaplan MD, Six Sense Hotel PR & Media Relations

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Expected results

Six Sense Hotel Resort & Spa

Kaplan MD

Isabel Marant

Media Coverage Generate traffic towards Hotel Resorts globally Connect and increase new target audience Increase social media and brand awareness Generate sales

Media Coverage Reinforce positioning in fashion industry and french brand essence Connect with new target audience benefical with Isabel Marants and Six Sense clients Promotion Increase Social media awareness Generate sales

Media Coverage Increase and strenghten target audience, primary and secondary Connect with target audience in a new sector, beauty, spa to strengthen the brand image Generate sales

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CONSUMER ENGAGEMENT

Isabel Marant sensation de luxe vogage

The consumer engagement of Isabel Marant are meeting the target audience in different brand territories and touchpoints.

Strengthen the brand identity and raise awareness about the brand values, essence.

Create human to human interaction, communication 3.0 and marketing 4.0 and create strong relationships.

Increase sales online, new touchpoint and physical stores

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„Young Independant“

„La Parisienne“

feeling luxury accomplishment, confident

Key Drivers

Accomplishment, Sophisticated, Creative, Competent, Travel

Key emotional Benefit

Isabel Marant

Brand Role

Professional individuals that love the french essence of elegance, confident, travel luxury style

Isabel Marant awakens the cool elegant, confident luxury

Communication Platform Statement

La Sensation de Luxe Voyage

Embracing your trueself

Shopping on the go

Escape the cityjungle

Feeling beautiful and relaxed

Feeling connected

Feeling entertained

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CONSUMER ENGAGEMENT

The highest need

La Sensation de Luxe Voyage

BEAUTY

MOBILE

SHOPPING LIFETSYLE

Isabel Marant x Kaplan MD relax oasis

The new mobile shopping experience

Escape the cityjungle mobile oasis

Aiport Lounge Spa and relax treatment

Image and Voice search

Isabel Marant App

Container pop up stores

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Isabel Marant x Kaplan MD

Interaction to try new collection of beauty products with Kaplan MD, relaxing oasis with spa moment. Appealing different options of 10, 20 and 30 minutes of spa treatment. In order to meet the need of consumer attitude of high professionals and business individuals and creating a relaxing experience in order to create desire and raise awareness.

Aim to meet the primary target in stressful situation to create a positive memory and desire of the brand through luxury spa treatments. The locations are selected in the key markets and territories of international airports.

Locations: France 1. Paris - Charles de Gaulle, 2. Cannes - Mandelieu UK 1. London - Heathrow USA 1. Los Angeles - LAX 2. John F. Kennedy

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Isabel Marant App

Exploring the lifestyle of technology and fashion using voice and image search in order to find similar styles and products of Isabel Marant everywhere. Created for „Young Independent“ and Millennials increase social media interaction and new communication 3.0

DORIANN TROUSERS €290 Stirrup trousers in technical knit Contrasting stripe on the sides Drawstring waist Zipped pocket each sid

The new innovative technology implied by the newest trend prospect for 2018-2020, Isabel Marant creates a new tool for their audience in order to reach highest satisfaction and connection of luxury, mobile and daily life.

TEMPSTER PRINTED SKIRT €250 Printed linen skirt Belted wraparound style skirt Ruffle detail at the bottom of the skirt

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Escape the city jungle oasis

Pop up store - 3 mobile container in France, UK, USA within the main territories to meet the target audience in a new environment where they can buy selective items of the collection, Nowness city jungle experience „Movie night out“. Decorated and presented in #cityjungle theme inviting the audience for a unforgettable experience.

The connection between leisure, luxury, art and culture meets the needs of the audience in a different level and approach for location.

Special events dedicated, announced on social media, app and website the customers can follow the ride and activities everywhere. Be a part of Isabel Marant’s community escape the city jungle

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SPONSORING & PRODUCT PLACEMENT

Event sponsor, Sponsorship, Product Placement The following actions of sponsorship and product placement are aimed to improve brand visibility and promote the brand, authenticity through brand identity, values and territory.

Increase brand awareness Increase brand visibility in order to increase target audience Increase sales and generate traffic to digital media, website, stores

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Store opening

Charity event

Main Sponsor Main visibility in event, media, main source money

Commercial sponsor Direct after main sponsor visibility, media coverage, money sponsor

Institutional Sponsor sponsor in location, allowance in public, private, historical building

Technical sponsor sponsor in product, technical, light, food beverage, decoration

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Fashion Show

EVENT SPONSOR

Fabulous event

SPONSERSHIP

Supporting Parley in innovation, technology and visibility in the fashion industry to raise global awareness around plastic and general waste pollution the oceans.

Together with la FĂŠdĂŠration de la haute couture et de la mode Isabel Marant supports french fashion newcomer in design, technology and innovation. Supporting new emerging talents is very important to the brand, as well regardind the french heritage.

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EVENT SPONSOR

Celebrity endorsement Isabel Marants VIP clients and friends in high professional creative businesses, celebrity and influencer already love the french cool style. The mission is to reach a new level of engagement and communication through celebrity endorsement to sponsor celebrities that represent the values, identity, personality and lifestyle of the brand. The aim is to reach and linked Isabel Marant with celebrities in on and offline media, in order to increase desirability and sales.

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TEAM

COMMUNICATION AND STRATEGIC DIRECTOR

MEDIA DIRECTOR

DIGITAL DIRECTOR

EVENTS DIRECTOR

PRESS DIRECTOR

ART DIRECTOR

CREATIVE DIRECTOR

ADVERTISING DIRECTOR

CONTENT DIRECTOR

ART DIRECTOR

SHOWROOM DIRECTOR

COPYWRITER

PRODUCER DIRECTOR

EXTERNAL RELATIONSHIP DIRECTOR

MARKETING INNOVATION DIRECTOR

PLANNING DIRECTOR

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RETAIL DIRECTOR

PR DIRECTOR

MERCHANDISING/VISUAL DIRECTOR

DATA DIRECTOR

CRM DIRECTOR

PROTOCOLO

EXPERIMENTIAL MARKETING DIRECTOR STRATEGIC PLANNING DIRECTOR

ART DIRECTOR PLANNING DIRECTOR

Communication Strategy 2018 - 2020

Media Relations & media plan

Cross Experiential Marketing

Target Media

Body & Soul

Kaplan MD x Isabel Marant beauty collection hostes in Six Sense Hotel , France Courchevel

France: Vogue, LeMag du monde, L‘officiel, Elle, Grazia, Glamor UK: The Gentlewoman, WSJ, GQ, Porter, Sunday Style, Fantastic Man, Esquire US: Harpers Bazaar, W Mag, Vogue, GQ Norway & Denmark: Costume, Elle

Consumer engagement Isabel Marant x Kaplan MD

Online Magazine

Airport oasis, relaxing and spa treatment

Vogue, BOF, MR Porter, Self Service Mag, Man Repeller, Menswear style

Isabel Marant App

Social Media

Image shopping search, the new mobile shopping experience

Instagram, Facebook, Pinterest

Escape the city jungle Oasis Mobile container Pop-up store

PR plan

Sponsoring & Product Placement

Brand ambassadors

Anna Ewers, Kaja Gerber, Adam Gallagher

Event Sponsoring

Fabulous, Charity, Store opening & Fashion Show event sponsors

Influencer

Sandra Hagelstram, Jeanne Damas, Pernille Teisbæk, Taylor Hill, Jim Chapman, Renan Pacheco

Sponsorship

Parley innovation, technology Fédération de lahaute couture et de la mode supporting new talents

Opinion Leader

Kate Young, Cameron Russell, Sienna Miller

Celebrity endorsement

Events

Influencer, Brand ambassadors, Celebrities

Fabulous Event

Team

Store opening

Budget

Paradise Jungle #CityJungle, New York Store 4.0, London

The annual communication plan for 2018-2019 aprox. budget of 31.154.259,60 €

Charity Event

Isabel Marant for the ocean, # ParleyxIsabelMarant, France

Fashion Show

Steam & Stone, FW19, France, Paris

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BUDGET PR PLAN

MEDIA PLAN MAGAZINE Costume Elle Elle Elle Esquire Fantastic Man Glamour GQ GQ Grazia Harpers Bazaar L'Officél Le Magazine du monde Porter Magazine Sunday Style The Gentlewoman

COUNTRY Norway France Norway Denmark UK UK France UK USA France UK France France UK UK UK

SUBTOTAL 6.961,44 € 22.455,00 € 22.455,00 € 22.455,00 € 86.741,00 € 24.679,83 € 64.000,00 € 32.086,00 € 41.317,00 € 24.900,00 € 53.000,00 € 16.300,00 € 26.000,00 € 19.261,60 € 26.234,00 € 26.091,72 €

VOGUE VOGUE VOGUE HOMME W Magazine WSJ Magazine

France USA France UK UK

72.700,00 € 58.700,00 € 34.910,00 € 15.588,50 € 22.191,29 €

ONLINE MAGAZINE VOGUE BOF MR Porter Self Service Magazine Man Repeller Menswear Style

SUBTOTAL 24.100,00 € 10.500,00 € 18.632,22 € 15.200,00 € 6.300,00 € 8.000,00 €

TOTAL

801.759,60 €

Brand ambassador Influencer Opinion Leader

SUBTOTAL 500.000,00 € 300.000,00 € 250.000,00 €

TOTAL

1.050.000,00 €

SOCIAL MEDIA

Content production Video production Photo production

SUBTOTAL 450.000,00 € 380.000,00 € 320.000,00 €

TOTAL

1.150.000,00 €

FASHION SHOW

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Venue Rental Stage construction Rentals Lightning Sound Art Installation Photographers Videographers Security Staff Catering Hotel accomodation Transport

SUBTOTAL 650.000,00 € 250.000,00 € 26.000,00 € 20.000,00 € 45.000,00 € 68.000,00 € 50.000,00 € 50.000,00 € 35.000,00 € 150.000,00 € 85.000,00 € 150.000,00 € 80.000,00 €

TOTAL

FASHION SHOW

CHARITY EVENT

FABULOUS EVENT

Venue Rental Videoproduction Rentals Lightning Sound Installation Photographers Videographers Security Staff Catering Hotel accomodation Transport PR & Media Decoration

SUBTOTAL 550.000,00 € 250.000,00 € 45.000,00 € 42.000,00 € 30.000,00 € 24.000,00 € 50.000,00 € 50.000,00 € 35.000,00 € 140.000,00 € 30.000,00 € 150.000,00 € 45.000,00 € 50.000,00 € 18.000,00 €

TOTAL

1.509.000,00 € STORE OPENING

Venue Rental Technology development Rentals Lightning Sound Installation Photographers Videographers Security Staff Catering Hotel accomodation Transport PR & Media Decoration

SUBTOTAL 9.000.000,00 € 450.000,00 € 45.000,00 € 35.000,00 € 35.000,00 € 25.000,00 € 50.000,00 € 50.000,00 € 35.000,00 € 200.000,00 € 30.000,00 € 70.000,00 € 25.000,00 € 40.000,00 € 120.000,00 €

TOTAL

10.210.000,00 €

SUBTOTAL Venue / In House Showroom Fabric technology Rentals Lightning Sound Installation Photographers Videographers Security Staff Catering Hotel accomodation Transport PR & Media Collection development campaign video production

350.000,00 € 25.000,00 € 4.000,00 € 15.000,00 € 250.000,00 € 50.000,00 € 50.000,00 € 35.000,00 € 250.000,00 € 25.000,00 € 50.000,00 € 25.000,00 € 25.000,00 € 150.000,00 € 40.000,00 €

Digital Media

30.000,00 €

TOTAL

1.374.000,00 €

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1.150.000,00 €

Venue Rental Stage construction Rentals Lightning Sound Art Installation Photographers Videographers Security Staff Catering Hotel accomodation Transport PR & Media Fashion design

SUBTOTAL 650.000,00 € 250.000,00 € 26.000,00 € 20.000,00 € 45.000,00 € 68.000,00 € 50.000,00 € 50.000,00 € 35.000,00 € 150.000,00 € 85.000,00 € 150.000,00 € 80.000,00 € 50.500,00 € 650.000,00 €

TOTAL

2.359.500,00 €

Fédération de la haute couture et 950.000,00 € de la mode Celebrity endorsment 150.000,00 € SPONSORSHIP & PRODUCT

CROSS EXPERIENTIAL MARKETING

Product development Production Marketing Digital Media PR & Media Transportation Accomodation Spa Treatment

SUBTOTAL 600.000,00 € 400.000,00 € 350.000,00 € 40.000,00 € 60.000,00 € 250.000,00 € 150.000,00 € 100.000,00 €

TOTAL

1.500.000,00 €

TOTAL

PARLEY x Isabel Marant Fédération de la haute couture et 950.000,00 € de la mode Celebrity endorsment 150.000,00 € TOTAL

SUBTOTAL Cost representation Media Plan 801.759,60 € 2,6% PR Plan 1.050.000,00 € 3,4% Social Media 1.150.000,00 € 3,7% Fashion show 2.359.500,00 € 7,6% STRUCTURE OF COST Fabulous Event 1.509.000,00 € 4,8% Store Opening 10.210.000,00 € 32,8% SUBTOTAL Charity event 1.374.000,00 € Cost representation 4,4% Media Plan

801.759,60 € 2,6% Cross experiential Marketing 1.500.000,00 € 4,8% PR Plan 8.800.000,00 € 1.050.000,00 € 3,4% Consumer engagement

28,2% Social Media

1.150.000,00 € 3,7% Sponsorship & product placement 2.400.000,00 € 7,7% Fashion show 2.359.500,00 € 7,6% Fabulous Event 1.509.000,00 € 4,8% TOTAL

31.154.259,60 € 100,00% Store Opening 10.210.000,00 € 32,8% Charity event 1.374.000,00 € 4,4% Cross experiential Marketing 1.500.000,00 € 4,8% Consumer engagement 8.800.000,00 € 28,2% Sponsorship & product placement 2.400.000,00 € 7,7%

SUBTOTAL

450.000,00 € 350.000,00 € 1.200.000,00 € 450.000,00 € 800.000,00 € 450.000,00 € 1.200.000,00 € 850.000,00 € 950.000,00 € 350.000,00 € 450.000,00 €

TOTAL

8.800.000,00 €

2.400.000,00 €

STRUCTURE OF COST

CONSUMER ENGAGEMENT

Isabel Marant x Kaplan MD Aiport Spa Oasis App development Mobile Pop up vehicle Communication PR & Media Product development Transportation Event & organisation Concept development Marketing Installation Production

2.400.000,00 € SUBTOTAL 1.300.000,00 €

1.300.000,00 €

TOTAL 78

31.154.259,60 €

100,00%

YEAR CHRONOGRAM YEAR CHRONOGRAM 2018 YEAR CHRONOGRAM 2018

Brand actions

Events

January

February

March

Product Teaser FW 19 Fashion development campaign Show Parley Fashion Show

Teaser campaign Charity

Teaser campaign Store opening

Store opening London

Consumer engagement

Media Plan

PR Plan

April

May

June

Teaser campaign Fabulous event

Editorial

Video campaign

Social Media 4x per week, Insta stories, Live stream

Social Media 4x per week,

Advertising FW19

Editorial

Social Media 4x per week

Social Media 4x per week, Insta stories, Live stream

Social Media 4x per week

Social Media 4x per week, Insta stories, Live stream

Press release Press release Press release Press release Fashion Show Store opening Fashion Show charity

Invitation for Invitation Store opening Charity Event

Fabulous event NY

Teaser campaign SS20

September

October

November

Planning cross marketing event

Teaser campaign Cross marketing

Event Cross marketing & Product launch

Press release Press release Paradise Mobile Pop up jungle store Invitation Fabulous Event

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Favulous Special stories Advertising event ad, Advertising SS20, Special Main, Special SS20 Main

Social Media 4x per week, Insta stories, Lives tream

Social Media 4x per week, Press release Fashion Show SS20 Invitation Fashion Show SS20

December

Fashion Show SS20

Teaser Mobile Pop Up campaign Pop Store Up Store

Mobile App

Store opening advertising, Special, Main story

August

Charity Event

Teaser campaign App

Advertising FW 19, Special, Main story

July

Social Media 4x per week, Insta stories, Live stream

Video campaign

Social Media 4x per week,

Teaser campaign Airport Spa

Airport Spa Oasis

Editorial, Advertising, Main Special

Editorial, Advertising, Main Special

Social Media Social Media 4x per week, 4x per week, Insta stories, Insta stories Live stream

Press release Press release cross Airport Spa marketing Invitation Cross marketing event

INITIAL BRIEF Brand: Isabel Marant Project name and short description: Annual Communication Plan Date of assignment: December, 20th, 2017 Core audience: Primary Target - „La Parisienne“ Women that love the essence of french elegance, bohemian chic and define themselves as confident, sophisticated and delicate individuals. Involved in cultivated, designer or cultural professions, she loves to explore herself as an independent women that have their own personality.

Secondary Target - „Young Independant“ Fresh spirit independant 20-30 years old women and men that get inspired in the luxury world of fashion, that feel the wild, fresh spirit and explore themselves. They have clear state of mind of their future goals, artisan and design professions.

Brand promise: Parisienne, modern, elegant design for the women with personality, giving a luxury experience through Isabel Marant‘s essence.

Brand character: Sophisticated: premium, elegant design Creativity: Modern, contemporary, trendy, bohemian Authentic: French essence, unique, luxury What is the business issue we are trying to solve, the audience, the opportunity?

In the luxury fashion sector, sustainability and friendly environmental issues have become a big influence. It is important to follow the trend and claim a statement through communication, product and attitude. Isabel Marant didn‘t make a statement about their attitude towards sustainability. The essence and attitude of Isabel Marant would improve their brand character and increase brand awareness.

Isabel Étoile Marant target audience focus on young confident women. In order to create stronger relationships 80

with their younger audience, Isabel Marant needs to increase social media engagement and activations.

The opportunity in men‘s fashion, which Isabel Marant introduced for the first time 2018 Spring collection. To increase brand awareness for the new target audience the brand needs to create a communication strategy in order to involve consumer and create brand experience.

The unique identity of the brand that involves the french heritage and the essence of the designer, in order to generate and increase social engagement and awareness, the brand has to build stronger relationships with the target audience in order to increase sales.

What is the assignment?

Design an annual communication for Isabel Marant, intended to reach global awareness by building a strong consumer relationship and brand identity.

What is the desired outcome, with measurable KPIs? Involving consumer and reach awareness in on and offline communication, building global reach and brand experience through communication 3.0 and marketing 4.0 techniques to create human to human experience, using technology and digital platforms.

The brand involving in the sustainable industry, product extension in order to create media engagement, increase awareness and sales.

What is the intended source of volume (i.e. brands)?

Isabel Marant, Isabel Étoile Marant What is the core audience‘s attitude to the brand, and how do we want to change it?

Current: Europe: The brand aspires and involves business in its core audience country France, UK, Denmark and Norway in Europe. Due to their future expectations of sustainable product orientation and technology, Europe is the main focus to use it‘s potential to strengthen their brand identity, which leads to increase sales.

USA: The second most important country for Isabel Marant is the USA. Including their connections in the high society of cultivated, fashion and design professionals, as well celebrities. It is key to built on customer relationship, technology and introduce of new concept of the brand.

What is the core audience‘s attitude to the brand, and how do we want to change it?

Current: 81

Isabel Marant is seen as a only women fashion brand for high professionals, leisure and elegant. The brand expands their e-commerce in 2017 and started to enter the digital sphere. Besides the social media has reached 1,1 Million followers (Instagram) and 132k (Facebook) Desired: Isabel Marant wants to be seen more young and french entering the men‘’ fashion world and expand the digital experience on and offline. The aim is to reach and increase a higher social engagement in order to increase sales and broaden the target audience. Increasing the communication and brand experience with the primary and secondary target through different touchpoints, key markets and brand territories.

What is the core selling message, the single main idea?

The bohemian, french experience of elegant, simple, comfortable style What are the mandatories (do’s and don’ts) DO Stay true to yourself, Be confident, Wear what you feel and experience the luxurious french elegance.

Focus on high professionals and built a strong community base online and offline.

Create a higher involvement throughout the shopping experience DON’T Extravagant and extraordinary communication representing wrong values about the brand and the designer. Over use of celebrities and influencer, because of trust loss and confusion.

Due dates Fashion Show FW19 - 28th February 2018 Store opening London - 10th April 2018 Charity Event - 17th May 2018 Mobile App - 6th May 2018 Fabulous Event - 11th July 2018 Mobile Pop up Store - 25th July 2018 Cross Marketing - 14th November 2018 Airport Spa - 15th December 2018

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