Valentino Fine Jewelry

Valentino Fine Jewelry

FASH 763 Fashion Promotion Professor :Alessandro Cannata Priyanka  Sonavane Renjie Yan Tithi Goel Wenhao Chai

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EXECUTIVE SUMMARY

Valentino, an Italian brand known for its couture and ready-to-wear luxury goods has earned its reputation as being a high profile brand for the elite and represents a luxurious lifestyle.

Valentino wants to enter the fine jewelry market in order to increase its revenues and take advantage of the opportunity as to how customers are moving towards branded fine jewelry.

The entire campaign targets men and women both who would be willing to buy these exclusive fine jewelry pieces. It represents the Valentino lifestyle.

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1. BRAND About The Brand New Initiative Swot Analysis Competitor Analysis And Positioning Map

TABLE OF CONTENTS

2. THE IMC PROCESS Business Issues Key Consumer Insights Communication Objectives Communication Mix Budget Allocation Timing Of Launch Creative Idea Concept Testing And Execution Tactics Marketing Assets Campaign Evaluation Campaign Launch

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BRAND DESCRIPTION

Valentino is a global brand of couture and ready-to-wear luxury goods. About Valentino, people will naturally feel the aristocratic atmosphere of the name. Valentino represents a kind of courtly luxury with a profound calmness hidden in its high profile. It has been a national treasure brand of Italy since the 1960s.

Valentino Garavani’s belief in design is timeless. If you look closely at Valentino, they are as delicate as art.

Many of Valentino’s signature designs are significant in the clothing world. The standard color “Valentino Red” is used to shock people with its powerful and luxurious domineering. That extremely arrives the evening outfit of elegant V model clipping, more let a person be convinced in this kind of dinkum and perfect originality.

The Valentino Garavani saga is widely recognized as the mark of “made in Italy”. His brand strategy and creativity once pushed the global fashion industry to a new level, showing the superiority of the emperor.

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Fine jewelry and high jewelry Fine Jewelry – Use of colored, semi-precious stones. 18 kt gold will be used for the metal. Designs will be edgy and yet have intricate work in the products. Techniques like filigree, prong setting and collet setting will be used in the projects.

High Jewelry – Customized, handcrafted designs for special customers offered at a significantly higher price. Use of Diamonds and semi precious stones. Very few of these pieces would be in stock, but they can be preordered.

BRAND EXTENSION TO NEW CATEGORY

Fine jewelry and High jewelry

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NEW TARGET CONSUMER

Demographics: Education: Highly Educated Age: 25 to 60 years old (This is especially true for women aged 25-35 and 50-65 years old. Women in both stages are likely to marry or remarry, according to jewelry consumer habits reports) International jet setters Financial: Over $100,000 /year Work: Independent Lives in fashion capitals or urban cities Sociographics: Royal, Upper-Class, rich people, elite-class and Upper-middle class.

Purchases products for pleasure and happiness Rewards themselves for hard work Desire to be distinctly fashionable Pscychographics: Perceives luxury good as status Appreciation towards fine jewelry and high craftsmanship Solid career socialites Behavorial – They think jewelry accessories are daily item. Sometimes they buy luxury goods as a reward for themselves. Almost every quarter, they buy new accessories to match their this quarter clothes. Compared with online shopping, they prefer physical stores shopping, enjoy the supreme service.

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NEW GEOGRAPHICAL MARKET

We are choosing to distribute the jewelry on a global scale but are marketing strategies will be for the United States of America. As we can see from the graph, the revenue has been increasing from 2010 to 2014. And from 2014 it has decreased slightly till 2018. The predicted revenue from 2019 to 2022 has been increasing slowly and shows a positive graph.

Revenue in the Jewelry segment amounts to US$18,608m in 2019. The market is expected to grow annually by 0.9 %.

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SWOT ANALYSIS

• STRENGHTS: A fashion brand which is selling at premium prices requires very strong brand equity. Valentino has a really high brand value and is ranked 45th in the whole world in 2015 as per Forbes.

Our fine jewelry is made in Italy and will have intricate craftsmanship. We will have custom made pieces to increase brand loyalty. Moreover, to maintain exclusivity and brand equity, the distribution will be very limited. Valentino will emphasize on celebrities endorsements for marketing. The retail economics are equally favorable: small products mean limited space requirements, which combined with high full-price sell-throughs results in strong productivity per square foot.

• OPPORTUNITIES: Raw materials are cheap and after craftsmanship, the value of the product increases by 10 times. As jewelry has such a small making cost the profit margin is high in fine jewelry. Which leads to growth in revenue. However, this collection will have limited product which can be further broadened. The typical starting point for a jewelry brand is a focus on just one or two basic product groups, such as rings, necklaces, bracelets or earrings. Once established, the brand can broaden its range. As Valentino is introducing a new product line, the clientele is going to be different from their normal clientele. This increases our client base.

• WEAKNESS: Their creative director Pier Paolo Piccioli is 50 years old. Even the board of directors are above the ’50s. Which means that decision makers are not young and brand lacks in young creative people. Secondly, as the brand architecture is complicated its difficult and confusing for the customers. The brand has 4 sub-brands under Valentino. Further, Valentino has the same content on every platform. So if you follow them on one platform you will get all the details. No excitement or interlinking is created between the platforms.

• THREATS: Firstly, fake imitations of jewelry is always a threat to all jewelry companies. Secondly, as Valentino is a global company the business is affected by the recession, economic crisis, etc.

Finally, the competitions in the field are already experienced and have an upper hand.

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COMPETITOR ANALYSIS

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POSITIONING MAP High product range

Long heritage

Short heritage

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BUSINESS ISSUE DESCRIPTION

Valentino’s revenues have been decreasing since a few years. Since fine jewelry is a high gross margin business (where perceived value is at least 10 times the actual value of precious material, no matter how rare the metal or stone), it will help Valentino significantly increase it’s revenues. In a modern luxury goods industry characterized by low cost of goods sold (COGS) and high selling, general and administrative expenses (SG&A), where the key to success is perceived exclusivity and perceived value, jewelry benefits from better value perception than other luxury categories. Also, it will get the brand new loyal customers in the future. All major competitors have recently ventured into fine jewelry. Branded jewelry is on a rise. Even though jewelry mostly remains unbranded as of today, customers are now moving towards branded jewelry leaving a great opportunity for existing brands. This has been forecasted to how it was decades ago in terms of handbags. Jewelry plays well in established markets like Europe and Japan, where the luxury goods customer base is older and more conservative, while at the same time is driving massive demand with Chinese early-bird consumers who long ago sated their appetite for handbags. USA has a great market for exclusive fine jewelry.

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Also, there will be a very careful play of metal, diamonds and gemstones to make the perceive value higher in the designs. Also, stone setting methods like u collet and prong settings for diamonds will be exploited to make them look bigger. Even though it is highly expensive, customers see value while purchasing them because of the use of precious materials. It is also an investment. It is also a marker of class distinction.

KEY SUCCESS FACTORS IDENTIFICATION AND ANALYSIS

Since Valentino is a trusted, heritage brand; customers will consider trying the new products.

Valentino promotes made in Italy, and Italian manufacturing and designing is considered as superior and of high quality, hence customers will perceive the products to be of high craftsmanship and value. Giving the customer the option for customized exclusive designs makes the customer feel satisfied and raises their esteem since they are wearing a one of a kind piece. This also makes them pay a significantly higher price for the product. Use of fine materials(exclusive gemstones, high grade stones, diamonds, gold, platinum) – high perceived value. (Despite the appearance of preciousness, the price of raw material to that of retail value for jewelry is around 10 times). These materials have been marketed in such a way that customers believe they are highly exclusive. For example: It is said diamonds are rare.

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There is a very high demand for fine jewelry in US market. Also, there is a shift towards branded jewelry. There is a direct retail distribution, as consumers buy the category by brand, contrary to watches where multi-brand dealers are still the norm.

The brand must take human rights and ethical sourcing seriously. In fact, it can be used a marketing hack as customers want to know if the products follow these standards and are willing to pay extra for the same. The target customer will not buy blood diamonds. For example, Tiffany and Co. states that it is “committed toreducing environmental impacts, respecting human rights and contributing in a positive way to the communities where we operate.

Tiffany and Co. can trace all of its newly mined gold back to one mine of origin and conducts regular human rights assessments with the mine. Cartier and Chopard have full chain of custody for a portion of their gold supply. Bulgari has conducted visits to mines to check human rights conditions. Pandora has published detailed information about its human rights due diligence efforts, including on noncompliance found during audits of its suppliers and steps it is taking to address them. Also, Pandora uses recycled metal and diamonds to minimize human rights risk.

IDENTIFICATION OF OPPORTUNITIES

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IDENTIFICATION OF CHALLENGES

There is more than one target customer- millenials and baby boomers. Consumption of different media vehicles by target audience can be a challenge. Even after Awareness, comprehension, liking and brand preference; trial rate might be low. Getting the trust factor for fine jewelry can be difficult as it is a luxury fashion brand. Encouraging online shopping for fine jewelry is a challenge faced by all jewelry retailers, but it is an emerging and very importnt platform. It accounts for just 4-5% of online sales as customers are hesitant to buy jewelry online. Breaking through Competitive Clutter can be a challenge since there are too many competitors to stand out towards the target audience. All fashion houses are moving towards fine jewelry.

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KEY CONSUMERS INSIGHTS RESEARCH GOALS

Finding what is important about costumer insight can be treated as a successful creative idea. To know what costumer’s thinking from psychology.

Understanding customers’ preferences and needs are.

Focus group : when do focus group, the respondents may or may not give direct responses.

The justification to choose qualitative: (1) Do not require the respondents’ name, and they will feel free to answer the questions.

(2) Do not have to tell answer if there is none.

(3) Choose by thoughtful thoughts so that we can get real idea of the respondents.

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SECONDARY RESEARCH Article: A multifaceted future: The jewelry industry in 2020

In the past thirty years, the increasing trend in apparel industry seems appear in jewelry industry as well. But in much faster pace.Jewelry industry looks like will have a glittering future. Annual global sales of €148 billion are expected to grow at a healthy clip of 5 to 6 percent each year, totaling €250 billion by 2020.

Consumer appetite for jewelry, which was dampened by the global recession, now appears more voracious than ever.But the industry is dynamic as it is fast growing. Consequential changes are both in consumer behavior as well as in the industryv itself. Jewelry dealers can’t do business as usvual in the simple way and expect to thrive; they must be alert and responsive to important trends and developments or else risk being left behind by stronger competitors.

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PRIMARY RESEARCH - FOCUS GROUP small scale interview based

Q: 1. Do you buy jewelry for show off or to keep the heritage?

2. Young consumers think brand as the meaning of self-expression and self-realization, what do you think?

3. Does brand effect the reputation of fine jewelry itself?

4. Some people think the higher the price the higher quality it will has, what do you think?

5. Do you want Valentino fine jewelry keep the same style with the brand or bring more possibility to it consumers?

1. They mostly buy fashion jewelry from luxury brands to fit their outfits and to show off as well. But when the price getting higher they will think about is the brand worth it or does the jewelry can become a heritage or not. People still have more trust on those brands which only have jewelry as their products. They think that will be more professional. Some of them think since more brands have excellent and professional jewelry handcraftsmanship. People should also trust them as well.

2. Nvowadays, people must have a brand that they prefer. No matter what caught their eyes. They all think the brand can express their own personality in some way. It’s kind of a self-expression and self realization.

3. Some of people thinks of course brand will effects the reputation of fine jewelry itself. The previous brand image will decide new customers’ choice of the new products. The other people still willing to try new products despite the brand is good or not. They are willing to give a second chance.

4. Using price to judge the quality of the product is very unfair. But it is a simply and direct way to estimate the quality is good or not. And the trust is build on many things include brand it self and the handcrafts and history and designers etc. People still can find some flaws on the product which they spend a lot of money on. Vice versa.

5. 1/5 thinks Valentino should bring more style in their fine jewelry line. Cause it will have more possibility for their customers to choose. But the other think keep the brand main style is very important, it will be more recognizable. More consistent.

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Mental space

Valentino customers and romantic person

Market space

People who are interested in fine jewelry and new product in Valentino

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NEW TARGET ANALYSIS

Andrew & Olivia Age: 30 & 27 Andrew is a successful man and just got married a year ago in Los Angeles. He loves his life and work and what he has right now. His wife Julia is a romantic woman that likes to give her husband surprises in their daily life. Now, he is preparing a gift to his wife for the first anniversary.

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NEW TARGET ANALYSIS

Marry Age: 35 She is mature and independent woman. She lives in New York alone in her fancy apartment. Next month she will attend a charity party in Manhattan. She is thinking about buy some fine jewelry to fit her dress for that night.

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NEW TARGET ANALYSIS

Megan Age:25 She is a famous model in X model agency in Paris. She is a hardworking person who has many advertisements to shoot every season. She like to buy something that she likes to treat herself occasionally. She has many beautiful fashion jewelry in her apartment. She wants to try something new.

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Valentino is looking for to expand its customer based on launch fine jewelry line which shows the brand vibes and their lifestyle.

The new fine jewelry line is a well considered decision that will increase the company’s profits and their products variety, also their target costumers.

DEFINITION OF THE POSITIONING STRATEGY

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COMMUNICATION OBJECTIVES 1

AWARENESS Brand awareness and relevance

Put Ads on Magazines and Billboard in city of center; Put video on different media( YouTube, Television, official website).

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COMPREHENSION Create conversation and connect with consumers

Celebrities wear products to attend special events; Celebrities share the experience on social media; Placement on TV series and movies; Put the article on magazines, which introduce products by professional celebrities in jewelry industry.

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CONVICTION Create purchase intention; Create event for products; Retail store introduce.

Announce the exactly day and location for purchase products in many ways.

For example, Launch a special event to introduce the products; put introduction tips on retail store; on social media.

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ACTION Amount and frequency

Put the post in retail store; Keep update the products information on the social media.

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SECONDARY MEDIUMLuxury Magazine

COMMUNICATION MIX

Luxury magazines like Elite traveler, Robb Report, Modern Luxury CS, CS would be used as the secondary media to create brand awareness, recall and generate an interest in the customers and read the article leading to comprehension. Even Harper’s Bazaar, Vogue and Elle will be used. Print ads will be placed in the luxury magazines for targeting women and men. They help create brand awareness, great comprehension because of the articles and likability.

For tertiary media, Outdoor advertising, PR and events will be used.

PRIMARY MEDIUM – Digital Media With A Focus On Social Media Social Media will be used to create awareness and comprehension. It will target the market space which is millennials and baby boomers.

Consumers will be able to connect with the brand on a more personal level and at their convenience. Information regarding the product extension, product availability, store locations and purchase options will be provided on the website. There will be information about the product from its making, sourcing to specifications including metal composition, stone carats, stone quality, product weight and several views. Instagram, Twitter, Snapchat, Facebook and Youtube will primarily be used. Pictures will be posted on pinterest after launch.

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SYNERGIES AMONG CHOSEN MEDIA

Brand Recall is very important to initiate comprehension. Continuity and Interconnection is very important in order to maintain your Business. Updating with specific values, color , tone and style will increase the traffic. Your work should be consistent in Marketing and Social Media . This all work increase your Brand awareness and makes you stand confidently with no hesitation.Multiplicative effects is very crucial, the impact of the media in combination with other media is one of these key factors. this combination drives additional sales uplift above their individual contributions. optimizing the right combinations to maximize the return from the marketing investment. WHen analyzing HOE, it must be noted that synergy helps reach trial stage. Since it is a new brand extension, repetition of the ad frequency must be priority.

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TIMING FOR EACH MEDIA/VEHICLE

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Digital media - especially social media Print advertising – magazines Outdoor advertising-Billboards PR and Events In store promotion

S shape curve advertising will be adopted since it is a new product and there needs to be repetition of ad frequency in order to reach comprehension and likability. The brand will have to overcome the threshold effect to initiate trial.

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DIGITAL MEDIA (Focus on SOCIAL MEDIA) Online advertisement enables Valentino to have more control as to who sees the advertisement and provides better reach for their target audience. Valentino uses promotional videos (high quality films) to promote the work and making of the products, behind the scenes. They promote the lifestyle and mood of the brand through films and induce a sense of exclusivity that the brand offers. The online website is the first point of call for a customer to get more information about the brand and product offerings. Valentino does not indulge in direct marketing except for newsletters sent to customers upon subscription. A buzz will be created by giving sneak peaks into the new Valentino fine jewelry world. There will be collaborations with Instagram models and YouTube bloggers before the product launch to talk about the upcoming valentine jewelry and give sneak peaks into the collection. Once the product is launched, it will be actively promoted on social media to help customers with comprehension.

Pulsing media schedule will be used for online promotion and there will be more marketing during Christmas, mother’s day, new year, etc. Online ads, exclusive websites, exclusive dating apps, vacation and luxe travelling apps will be considered. Emails will be sent to existing customers as a form of direct marketing.

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OUTDOOR ADVERTISINGBILLBOARDS

PRINT ADVERTISING

Billboards will be put up right next to the stores. They will create brand awareness and direct customers to nearby flagship stores. It is purchase oriented.

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Valentino uses print advertising in high fashion magazines. Even though digital advertising is more prevalent, it lacks the impact of print advertisement. Also, Valentino customers indulge in print magazine which appeals to baby boomers. Valentino participates in press releases which provides crucial information about collections and events that were not previously available.

They offer journalists latest news and also post them on their website.

PUBLIC RELATIONS AND EVENTS Special events will give loyal customers the opportunity to pick the products first. They will also create product offering awareness. It is pre purchase and purchase oriented. PR is very important to maintain and establish relations with the public and media. Valentino often participates in sponsorships. It has sponsored various fundraising events and donated a percentage of proceeds to charity. This builds a reputable brand image and results in positive press.Valentino does not directly endorse celebrities. They favor high profile models. They participate in celebrity seeding. ValentinoRed uses celebrity models like Gigi Hadid.

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REVENUE

BUDGET ALLOCATION

In 2017 Valentino spends $60M USD on their campaign throughout the year, which was 5% of the net revenue earned in that year. As we are doing our marketing only for the United States of America. Our revenue for the USA is going to be approx 30M. We are going to spend 10% on our campaign, which is 3M USD. Our primary media is going to be digital, as Valentino is embracing non-traditional marketing and secondary is print media. We are going to spend 40% on our digital media. As Valentino caters towards millennials, our digital media vehicle are going to be: Website, Youtube, Facebook, and Snapchat. Valentino will put campaign video on Youtube, Instagram, and Facebook For traditional media, we will have print media, out-of-home, PR and event, and In-store campaign.

For print media, we are going to spend 25% of our budget. Our print media vehicle is going to be a magazine. We will print a whole page of well-designed advertisement which will have images and tagline to create awareness about the new campaign.

Further, we will spend 10% on out-of-home. Our out of home vehicles is going to be billboards. The goal is to maximize the exposure of the campaign. We plan on doing PR and events, which will be 20% of our budget. There will be events for our loyal customers and events for reporters, journalist to get earned media. As we want our customers to see our campaign when they enter the store we want to have in store promotion as well, which will be 5% of our budget.

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PERCENTAGE SHARE

MEDIA SPEND

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SEASONALITY OF PURCHASE & LAUNCH DATE

As it can be seen in the graph, jewelry sales in US are at a peak in December.

One of the reasons for this is the increase in sales during holidays. Christmas and New Year make it a great month for launching the brand extension. Around 29% adults in US start their Christmas shopping in November and jewelry accounts for the top 3 presents bought. More than 50% women say they receive jewelry as a present and prefer jewelry as a present. In February, the brand will participate in NYFW, introducing more exclusive designs as opposed to everyday fine jewelry.

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ACTIVITY MAP

Fine Jewelry has a very long life cycle. Brands do not discard old styles and keep selling them even after new collections are launched.

Designs will slowly unveil. Pulsing media schedule will be used for online promotion, there will be more marketing during Christmas, mother’s day, new year, fashion weeks, etc 25 Dec – Christmas 31 Dec -New Year 14 Feb – Valentines Day 10 May – Mothers day 11 Aug – Daughters Day March - Wave season (people book cruises and vacations, good time to target men’s magazine)

Social Media Marketing Instagram Facebook Snapchat Twitter Youtube Magazine Harper's Bazaar CS Elite traveler Robb Luxury Others(like Vogue, Elle) Outdoor Marketing Billboards Event Marketing PR Events Promotion In store promotion

Pre - Launch Launch Post - Launch Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20

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BIG IDEA You can be whatever you want to be. Never stop exploring and seeking what makes you more powerful and stronger.

Keywords: Romantic, elegant, playful self-discovery. Â Storyline: An artist walks up to a beautiful mansion. He enters the house and the setups his painting station. He has a vision about a Valentino woman which he starts painting on his easel. To his amazement, this women comes to life once his painting is completed. She starts exploring the mysteries of herself and the house. She picks out a red book from the bookshelf and comes across a small key. She feels excited about the unknown treasure that is about to unveil. It leads her to a beautiful jewelry box that opens with the key. She is mesmerized by the exquisite jewelry inside it and starts trying them on. As she wears this one set which is perfect for her she feels herself becoming more powerful and vibrant. These jewels seem to complete her in every way possible. The satisfaction, freedom, and power they give her is expressed through her dance.

She now feels confident about facing all the adventures waiting for her. She then runs out of the mansion eager to face the future boldly.

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EXPLORATIVE CONCEPT TESTING

When we decided to make Valentino jewelry, our first thought was romance. We brainstorm step by step. First, we searched online for some elements related to romance to see if they match the brand.

We asked people if these elements made them feel romantic. We also asked some women what jewelry meant to them and why they ware attracted to it. Art and fashion are inseparable, especially a romantic Italian brand. So we came up with the most typical art form, oil painting. Then conclusion is that jewelry has its unique nature to attract girls. This is the light of jewelry. Finally, we believe that every girl wearing jewelry will feel different from her usual self and think that she will become more confident, more beautiful and more passionate about life.

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PRELIMINARY SUBJECTIVE EVALUATIONS OF THE EXECUTION

Create elements that are not hard to understand. The elements used are also in line with the product and brand theme. At the same time, our target customers can generate resonance through the campaign. Let target customers believe that our products are suit with their requirements.

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EXECUTION TACTICS

Keep update campaign on magazine and social media.

Keep concept and main atmosphere.

Every quarter upadte a new theme campaign.

Post behind-the-scenes photos and videos on social media.

Participate in the sponsorship of various high-end activities, Improve product exposure

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MARKETING ASSETS

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MARKETING ASSETS

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JEWELRY SHOTS

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FINAL CONTACT SHEET

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BEHIND THE SCENES

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BEHIND THE SCENES

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PRINT MEDIA

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DIGITAL MEDIA

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OUTDOOR MEDIA

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PRE TESTING

For our pretesting we want to do do a quantitative survey. Which would be conducted amongst a sample size of 500 people 3 months before the launch. Prior the survey we will conduct a screening and ask the consumers about the brand and how they position our brand with the competitors.

Further in depth quantitative survey will be done with 200 respondents to get in-depth insights.

They would be shown the prototype of social media and the strategy that would be adapted.

They will be filling a questionnaire to know how they feel about the product and the experience.

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CONTINUED CAMPAIGN TRACKING

The campaign will be launched in August and tracked throughout the launch period. For our continued testing we will sample the target audience. we will have 50 people per week. By combining the sample response with others over a fixed period. With using the responses we begin to smooth the trend line.

We will have Promotional events as a part of continued tracking. We will observer the response of the people towards our campaign and our social media strategies pertaining the product. We plan on having events on regular basis so we can keep tracking our campaign and get to interact with our loyal customers and building brand consumer relations.

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POST CAMPAIGN TRACKING

On the basis of pre testing and the advertisement launched by the brand, a pro testing will take place .The pro testing will include customers ,potential customers and unbiased customers.

The questions will include their perception regarding the brand, who do you think is our competitor, where did they they see the advertisement for first time. We will track the ad from before the campaign begins till the campaign eds.

For print ad, we will put our ad in the magazine and ask our target customer if they have read the publication. If they have read then ask them if what all ads they recall. We will track our noted score, associated score and read most score.

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AD DIAGNOSTICS

BRAND AWARENESS When thinking about fine jewelry, what brands come to mind?

PURCHASE INTENTIONS Suppose you were about to buy fine jewerly, which one brand would you most likely buy?

BRAND CONSIDERATIONS What other brands would you consider buying?

AD RECALL Please describe any ads on any media you have seen for fine jewelry.

AD RECOGNITION Have you seen this ad? What is this brand?

MESSAGE TAKE-OUT AND IMAGE TRACKING Apart from encouraging you to buy, what do you think is the main message of the ad?

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METRICS

1. We will track the campaign by using hashtags, likes and comments we get on our social media.

2. The number of followers increased after launching ad, will help us analyze better.

3. Then we can analyze how the message that we tried to convey was received.

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LAUNCHING THE CAMPAIGN

INSTAGRAM

FACEBOOK

FACEBOOK

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LAUNCHING THE CAMPAIGN

YOUTUBE CHANNEL YOUTUBE

SNAPCHATSNAPCHAT

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CREDITS FOR THE MARKETING ASSETS Professor: Alessandro Cannata Producers: Renjie Yan, Wenhao Chai, Tithi Goel, Priyanka Sonavane Directed, written and edited by Junyan Ivan Chen Director of Photography: Yuchen Charlie Zhou First Assistant of Camera: Yifan Du Photographer: Christopher Jin, Assistant: Jason Wei Make up artist: Qingfei Xu Art Director: Chenyi Sun Actress: Shaye Garrigan Actor: Chenyi Sun/ Music: beach house-Black car/ Jewelry Designer: Tithi Goel Special thanks: Professor Oscar Betancur, Bin Feng, Wuna Ji, Tianyi Liu, Huaqing He, Bohan Yang, Yuping Dai, Neel Sawant, Lee Mundell, Happy China II

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REFERENCES https://www.businessoffashion.com/articles/professional/the-truth-about-jewellery https://wwd.com/fashion-news/fashion-scoops/gucci-high-jewelry-collection-alessandro-michele-1202917504/ https://www.forbes.com/sites/deborahweinswig/2016/04/14/as-fine-jewelry-moves-online-the-market-sparkles/#604ca8f274ae https://elearning.scad.edu/bbcswebdav/institution/School%20of%20Fashion/Luxury%20and%20Fashion%20Management/LXFM%20Graduate%20Courses/LXFM%20Intelligence/WATCHES%20AND%20JEWELRY/Edahn_Golan-2015_US_State_of_the_Jewelry_Market.pdf The US jewelry state of the market report – adahn gohlan diamond research and data Human rights watch – the hidden cost of jewelry https://zhuanlan.zhihu.com/p/48922146 https://unsplash.com/search/photos/jewelry https://www.statista.com/outlook/13010200/109/jewelry/united-states http://www.interiordesignmagazines.eu/top-luxury-magazines-focusing-really-wealthy-target-market/ http://agenceluxury.com/top-10-luxury-publications-targeting-the-affluent-american/ http://www.idexonline.com/FullArticle?id=27380 https://www.launchmetrics.com/resources/blog/product-launch-campaign https://issuu.com/eviesalisbury/docs/valentino_final_report https://0-www.redbooks.com.library.scad.edu/advertiser/VALENTINO_FASHION_GROUP_SPA/ https://digiday.com/marketing/fashion-brands-ramp-digital-ad-spending-without-cutting-back-print/ https://advertisers.mediaradar.com/valentino-advertising-profile#Creative https://www.mckinsey.com/industries/retail/our-insights/a-multifaceted-future-the-jewelry-industry-in-2020

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