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Digital Marketing - GIVENCHY

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by

Channon Chiu

on 17 December 2012

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Transcript of Digital Marketing - GIVENCHY

Channon Chiu
Layla Diep
Oguzhan Iskenderoglu
Dolly Ojo
Eva Qu
Tiffany Wang About GIVENCHY Givenchy, an international luxury French brand, is known worldwide since its founding in 1952 for its Haute Couture and ready-to-wear collections for men and women, fashion accessories and famous Givenchy perfume and cosmetics. As a French fashion House, Givenchy embodies daintiness of haute couture and pure French elegance. AGENDA Overview
Problems
Objectives
Solutions
Marketing campaigns
Desktop website
Mobile website
Social media
Mobile App
Budgetary Estimate
Action Plan PROBLEM The Givenchy brand lacks an active presence within the digital space of the fashion industry and is experiencing a significant disconnect between the brand and its digital platforms. OBJECTIVES Campaign Objective To assist Givenchy in reinventing the Givenchy brand in the digital space and optimize the UI and UX in website, social media and mobile platforms through an integrated approach. Business Objective To establish a digitally innovative brand image for the Givenchy brand within the highly competitive luxury fashion industry by taking the brand to a whole new level and staying on the cutting edge and current with the latest digital trends. PROBLEM DESCRIPTION PROBLEM DESCRIPTION WEBSITE Not user-friendly and engaging
Too many blank tabs that need to be updated
The page load time is unreasonably long.
Very difficult to navigate through the menu bar PROBLEM DESCRIPTION SOCIAL PROBLEM DESCRIPTION SOCIAL PROBLEM DESCRIPTION SOCIAL PROBLEM DESCRIPTION SOCIAL PROBLEM DESCRIPTION SOCIAL Minimal engagement between the brand and users
Relatively small number of Facebook fans and likes: only 13,922 fans & 415,600 likes
Inactive on Twitter
Lack of creativity on YouTube and an insignificant number of subscribers
A very weak presence on Pinterest PROBLEM DESCRIPTION MOBILE Not mobile-friendly
Only compatible with Android devices
Heavy use of Flash on mobile web
Design is not responsive for mobile and tablets
No downloadable App available for iOS and Android-enabled devices PROPOSED SOLUTION INTEGRATED APPROACH Utilize integrated marketing campaigns through various digital platforms to reach a broader audience and to generate brand awareness while maintaining the exclusiveness of the brand image PROPOSED SOLUTION MARKETING CAMPAIGNS Partnership with Saks Fifth Avenue to promote a Givenchy 4D experience.
Givenchy Files art collection competition 4D EXPERIENCE PROPOSED SOLUTION DESKTOP WEBSITE Redesign the graphic style and content to change the look and feel of the website
Redesign and optimize UX
Include links to all social media sites PROPOSED SOLUTION SOCIAL MEDIA Promote two marketing campaigns to increase the engagement
Create a presence on the blogosphere by inviting influencers to blog about the brand, its activities, promotions and collections
Increase the number of likes, shares and followers PROPOSED SOLUTION SOCIAL MEDIA PROPOSED SOLUTION MOBILE WEBSITE Compatible with all mobile devices
Redesign UX
Integrate shopping cart for cosmetics to the mobile website
Add share function for social platforms THE FIRST GIVENCHY MOBILE APP Gives users instant access to the Givenchy digital lookbook
Enables users to create a personalized wish list
Provides exceptional UX and userability through Augmented Reality: store locator, virtual clothes try-ons, and share function for social media sites
Provides downloads of exclusive wallpaper Unique Features of the NEW Givenchy App: GIVENCHY APP HOME PAGE GIVENCHY APP AUGMENTED REALITY
STORE LOCATOR GIVENCHY APP LOOK BOOK GIVENCHY APP WALLPAPER DOWNLOAD SPECIAL ART FROM INVITATION CARDS DIGINATIVE AGENCY COMPETITION COMPETITION According to digital IQ index report in fashion industry, Givenchy is listed at 48th among all 50 fashion brands. COMPETITION PROPOSED SOLUTION STRATEGY Two marketing campaigns
Redesign the desktop website
Recreate the mobile website
Unveil the first Givenchy App
Build a strong social presence BUDGET ACTION PLAN THANK YOU QUESTIONS? GIVENCHY APP AUGMENTED REALITY
CLOTHES TRY-ONS MOCKUPS MOCKUP
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