stella and dot
DESCRIPTION
TRANSCRIPT
TAKE A STEP
FORWARD
- SELLING PROCESS (DIRECT)- MANY AMERICAN MUSES - VARIETY OF STYLISTS
- KEY SUCCESS- KEY SUCCESS
SHAY MITCHELL
KATHERINE HEIGL
- UNKNOWN IN FRANCE - PRICES OF PRODUCTS
- CHALLENGES- CHALLENGES
- PRODUCT PLACEMENT (TV SHOW)- DIVERSITY OF PRODUCT - WIDE RANGE OF PRICES - INCREASE IN JEWELERY SALES : +4% (2011)
- OPPORTUNITIES- OPPORTUNITIES
- COMPETITORS- NO PHYSICAL POINTS OF SELL - ECONOMIC CRISIS- FEAR OF E-COMMERCE
- RISKS- RISKS
INTERNATIONALIZATION INTERNATIONALIZATION
USUS FRANCEFRANCE
- WHO ?- WHO ?30
Single French
Urban, Parisian girl
TrendyFashionable Professional Connected Independent
Educated High quality consumer
Self-conscious
- OUR STORY- OUR STORY
WOMEN OF 21th WOMEN OF 21th CENTURYCENTURY
EXCLUSIVEEXCLUSIVE
COMMUNITYCOMMUNITY
SHARING THE GLAMOUR SHARING THE GLAMOUR
Short-term BRAND AWARENESS
Long-term ROI
- OBJECTIVES- OBJECTIVES
- AWARENESS - BRAND ENDORSEMENT - SOCIAL MEDIA - CORPORATE SOCIAL RESPONSABILITY - TRADITIONAL MEDIA
- SELLING- ONLINE- SOCIAL : TRUNK SHOW
- STRATEGY- STRATEGY
12 MONTHS OBJECTIVES12 MONTHS OBJECTIVES
Start of
Digital PR
SEPTEMBER
DECEMBER
MAYSEPTEMBER
Event +
Brand Endorsement
Partnership Venteprivées
+Monshowroom
Partnership with a
physical outlet
(Kookai)
DIGITAL PRDIGITAL PR
- 365 SALES PROMOTIONS- QUARTERLY EVENT - SALES « CHOOSE YOUR DISCOUNT »- TIPS - NEW POSTS
SEPTEMBER
DECEMBER
APRILSEPTEMBER
ALL THE TIME
- FACEBOOK- FACEBOOK
- SHOPABLE PINTEREST
- PINTEREST- PINTEREST
- 20 TWEETS / WEEK- REPLIES - POLLS- TIPS
SEPTEMBER
DECEMBER
APRILSEPTEMBER
ALL THE TIME
- TWITTER- TWITTER
- WWW.STELLADOT.FR : FRENCH CONTENT- LINKED WITH EVERY SOCIAL NETWORK - SELLING
SEPTEMBER
DECEMBER
APRILSEPTEMBER
- WEBSITE- WEBSITE
- GATHER INFLUENCERS
SEPTEMBER
DECEMBER
APRILSEPTEMBER
- EVENT- EVENT
- BLOGGERS- BLOGGERS
- WEBSITES- WEBSITES
- PRESS- PRESS
CHARLOTTE GAINSBOURGCHARLOTTE GAINSBOURG
MELANIE LAURENTMELANIE LAURENT
- EGERIES - EGERIES BRAND ENDORSEMENTBRAND ENDORSEMENT
- FRENCH TEAM - FRENCH TEAM PRESENTATIONPRESENTATION
- WWW.VENTE-PRIVEE.COM - WWW.MONSHOWROOM.COM
SEPTEMBER
DECEMBER
APRILSEPTEMBER
- PARTNERSHIP- PARTNERSHIP
TRADITIONAL MEDIATRADITIONAL MEDIA
- FASHION MAGAZINES- FASHION MAGAZINES
- TV / RADIO- TV / RADIO
MOBILE APPMOBILE APP
- TRY IT ON EVERYWHERE- TRY IT ON EVERYWHERE
SPECIAL BRAND PARTNERSHIPSPECIAL BRAND PARTNERSHIP
SUCCESSFUL INTERNATIONALISATIONSUCCESSFUL INTERNATIONALISATION
REACH YOUR TARGET PRECISELYREACH YOUR TARGET PRECISELY
IMPLEMENT THE BRAND IMAGEIMPLEMENT THE BRAND IMAGE
CREATE A STRONG FRENCH COMMUNITYCREATE A STRONG FRENCH COMMUNITY
- WHAT YOU GET- WHAT YOU GET