Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Le Coup de Soleil - JACQUEMUS Mock Ad
Le Coup de Soleil - JACQUEMUS Mock Ad
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
TIFFANY & CO.
Pop-Up Store in Changi Airport
To expand the reach of Tiffany & Co.we created a pop-store in Singapore in order to target new customers from the Asia-pacific area. Our whole concept focused on travel retail opportunities by choosing an airport as the selected location. We were able to plan a budget, a marketing strategy and analyze data in order to create an innovative store concept inspired by the holidays.
2021
Collaboration with: Chloe Teszner, Sol Vega, Karissa Hockett, Brittany Heath.
INTRODUCTION
DESCRIPTION
Founded in 1837 by the jeweler Charles Lewis Tiffany, Tiffany & Co. is an American luxury jewelry and specialty retailer headquartered in New York City.
The brand sells jewelry, sterling silver, china, crystal, stationery, fragrances, water bottles, watches, personal accessories, and leather goods.
Tiffany & Co. has maintained its reputation and become synonymous with elegance, innovative design, fine craftsmanship and creative excellence.
MISSION
"To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewelry."
OWNERSHIP
LVMH Moët Hennessy Louis Vuitton SE purchased Tiffany & Co. for $15.8 billion.
Summary: We analyzed their financial data in order to understand their performance.
BRAND IDENTITY MATRIX SUMMARY
VALUE PROPOSITION
- Luxury jewelry
- Based on sophistication & quality
- Excellent customer service &
store environment.
RELATIONSHIP
- Treated as luxury individuals
- Trust the brand & products thanks to knowledgeable professionals
POSITION
- One of the top players in the luxury jewelry market
- Aspirational brand for consumers
EXPRESSION
- The trademark Tiffany blue, has led to global recognition
- Classic and elegant marketing look
BRAND PROMISE
"Deliver classic elegance through innovative jewelry design and extraordinary craftsmanship, inside our iconic Tiffany & Co. Blue Box."
PERSONALITY
-Legendary wit, optimism and New York energy
-Inspires a dream with its iconic blue boxes
MISSION & VISION
- Remain an international icon of legendary style, artistry & design
- Conduct business responsibly & mindful of local communities.
CULTURE
-Prioritize diversity.
-Cultivate inclusive environments.
-Foster growth for positive impact.
COMPETENCES
-The standard for American luxury
-Diamonds, gemstones & metals
-Iconic designs like key & heart pendants.
DISTRIBUTIONAL CHANNELS
PERCEPTUAL PLAN
TOP DIRECT
COMPETITORS
Bulgari
Cartier
Chopard
Boucheron
David Yurman
Harry Winston
Van Cleef and Arpels
Blue Nile
Pandora
Swarovski
Summary: We analyzed Tiffany's competitors, their price range and differences.
TARGET PERSONA
JENNIFER THOMSON
AGE : 28
LOCATION : Manhattan, New York
EDUCATION : NYU
MAJOR : Communication Studies
OCCUPATION : Account Director in NBC Universal
STATUS : 5-year Relationship
INCOME : $150,000
VALS PROFILE : Thinker and Achiever
PERSONALITY TRAITS : Social, Energetic, Outgoing.
DAY ROUTINE : Work out early in the morning, then go to work and meet friends at lunch. During the weekends she spends time with her boyfriend, they like going to restaurants, walk in the park and watch movies at home.
HOBBIES : Read, Cook andYoga
STYLE : Conservative and Elegant
SHOPS AT : Bottega Veneta, Bvlgari and Cartier
SOCIAL MEDIA : Intagram, Twitter and Tik Tok
POP - UP PROPOSAL
LOCATION
ADJACENT RETAILERS
RESTAURANTS
-
Privé
-
Rumours Bar & Grill
-
Burger & Lobster
-
Aloha Poke
ATTRACTIONS
LOCATION JUSTIFICATION
JEWEL AT CHANGI SINGAPORE
WHY HERE?
-
To enjoy a relaxing and luxurious shopping experience in the nature while in a layover
-
Away from the busy shopping mall section of Jewel at Changi
-
Jewel at Changi is the newest luxurious shopping hub for travel retail
WHY SINGAPORE?
-
New customer age range
-
Singapore is the Switzerland of Asia thus lots of money that people can spend while shopping
-
Spacious to entertain lavishly.
POP - UP JUSTIFICATION
JEWEL AT CHANGI SINGAPORE
HOW WILL IT BENEFIT TIFFANY & CO.?
-
Recapture travel retail shoppers
-
Bring awareness to products Tiffany may not have been known for
-
Growth of the APAC market
-
Will introduce two new product segments into travel retail for Tiffany
-
Tax-absorbed shopping
WHAT LEARNING'S ARE EXPECTED?
-
Consumers' reaction to the more affordable options
-
How new and existing customers are alike
-
See how well each item does and why
-
Testing Tiffany's entry into travel retail
-
Testing a pop-up shop's entry into travel retail
-
Hopefully see growth by KPI's
DATE JUSTIFICATION
WHEN WILL THE POP-UP SHOP LAUNCH?
-
November 30, 2021
DURATION OF THE POP-UP SHOPS INSTALLMENT?
-
November 30, 2021 - December 30, 2021
WHY THESE DATES?
-
Limited time and access to location offerings will create a sense of urgency to encourage purchases for the holiday season.
-
Purchases will not only be made for personal pleasure but can also be made for the holidays, the new year or anniversaries and engagements.
MARKET AREA CHARACTERISTICS
HOW TO GET THERE & ACCESS IT?
NEW TARGET COSTUMER
KARTIKA GAUTAMA
AGE : 40
LOCATION : Indonesia
EDUCATION : University of Indonesia
MAJOR : Psychology
OCCUPATION : At home mom
STATUS : Married
INCOME : $1,000,000
VALS PROFILE : Makers and Thinkers
PERSONALITY TRAITS : Responsible, Patience and Leader
DAY ROUTINE : She's goes the GYM at 6 am, get up early in the morning to get breakfast and lunch ready for her family. Pick their kids from school in the afternoon. Watch movies with his husband and kids at night. She goes to the salon on the weekends, with her friends.
HOBBIES : Cook, work out, garden, and read.
STYLE : Elegant
SHOPS AT : Cartier, Chopard, and Van Cleef and Arpels
SOCIAL MEDIA : Instagram, Facebook and Pinterest
Summary: We analyzed and cater different Health and Safety Laws, Zoning Laws, and Local Laws.
KEY PERFORMANCE INDICATORS
IN STORE
-
Measure social media lift by various metrics such as social media impressions over the course of the pop-up's duration, and how the pop-up's target geography was affected by the installation
-
Learn about who is sharing and capture content generated by users to find out exactly the sentiment of users during the time of the experience
-
How many positive Google reviews the location/pop-up gains, as a result of the experience.
ONLINE
-
Calculated sales per sq/ft
-
How many people visit the retail pop-up shop
-
How many referrals are received to new shoppers from previous customers
-
High dwell time
-
Sales per employee
-
Shopping experience surveys and feedback
POP UP SHOP ASSORTMENT
DIAMOND POINT CONICAL DECANTER
$200 | 70 units
DIAMOND POINT SHOT GLASS SET
$170 | 88 units
DOUBLE OLD-FASHIONED GLASSES
$175 | 75 units
MAKERS COCKTAIL SHAKER IN STERLING SILVER
$100 | 70 units
HEART TAG CHARM IN
SILVER, MEDIUM
$125 | 63 units
MARKET BASKET
FOOTFALL ANALYSIS
CATEGORY SALES
UNIT SALES
POP-UP
IMPLEMENTATION
AMBIANCE
RENT PAYMENTS
LOCATION & TIMING
-
The pop-up shop launch will launch November 30, 2021
-
Duration of the pop-up shops installment will be active from November 30, 2021 to December 30, 2021.
SQUARE FOOT RATES
-
Renting out 3,767 sq ft
-
Price per sq foot is $8 aprox. per sq ft
-
3,767 square ft = 350 sq m
TOTAL RENT 1 month = $30,100
FLOOR PLAN
CONSTRUCTION BUDGET
CONSTRUCTION BUDGET
STORE: EMPLOYEE ORGANIZATIONAL CHART
BAR: EMPLOYEE
ORGANIZATIONAL
CHART
STAFFING SCHEDULE
STAFFING COST BREAKDOWN
SPECIAL FEATURES & UNIQUE SELLING TOOLS
TECHNOLOGY & COSTS
PROMOTIONAL PLAN
SOCIAL MEDIA
-
We will have Instagram and Tik Tok ads showcasing the Tiffany's Ice Bar, and all the jewelry and bar appliances.
-
We will include the hashtag #TiffanyOnTheRocks in all of our social media posts.
-
2 Tik Tok and 2 Instagram Influencers will be chosen to share this new experience of having a "Tiffany's on the rocks", with our drinkware.
BILLBOARDS
-
Billboards around Singapore showing Tiffany's Pop up and their drink-ware.
-
Digital ads around the Jewel Changi Airport.
SOCIAL MEDIA & CONTENT CREATION BUDGET
LAUNCH PARTY PLANNING
GANTT CHART
SOURCES
https://www.tiffany.com/world-of-tiffany/the-world-of-tiffany-timeline/
https://money.com/lady-gaga-oscars-tiffany-necklace cost/#:~:text=The%20enormous%2C%20cushion%2Dshaped%20diamond,around%20%2436%20million%20to%20produce.)
http://justfunfacts.com/interesting-facts-about-tiffany-co/
https://www.comparably.com/companies/tiffany-co/mission
https://www.tiffany.com/sustainability/community/
https://www.lvmh.com/houses/watches-jewelry/tiffany-co/
https://r.lvmh-static.com/uploads/2020/10/press-release-en-29-oct-2020.pdf
https://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_TIF_2019.pdf
https://www.police.gov.sg/e-Services/Police-Licences/Liquor-Licence
https://www.changiairport.com/en/maps.html#18.5/1.3602526/103.9898057/-67
https://www.jewelchangiairport.com/en/contact-us/leasing.html
https://www.budgetdirect.com.sg/travel-insurance/research/singapore-tourism-statistics
https://www.shopify.com/blog/pop-up-shop
https://www.withersworldwide.com/en-gb/singapore-commercial-leases
https://www.tenantcs.com/blog/commercial-real-estate/terminology-singapore/
https://www.noisyneighboursingapore.com/articles/singapore-noise-regulations/
https://singaporeofficespaces.com/singapore-land-zoning/
[1] https://www.ishopchangi.com/en/pages/non-traveller
https://www.becore.com/performance-indicators-pop-up-shops/
https://rosedalecenter.com/blog/how-to-make-your-pop-up-shop-a-success
https://www.insider-trends.com/the-5-most-important-new-kpis-of-retail-and-how-to-improve-them/