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THANK YOU!

Integrated Marketing Communication

ABOUT

Re branding and market repositioning

Presented by :

Silia Aouane

Mathilde Feugeas

Juliette Favre

Table of contents

Table of Contents

I. Current Positioning

1. Target Audience

2. Advertisement

3. Logo

4. Previous success

II. Segmentation analysis

1. Market analysis

2. Positioning

3. Competitors

III. New Strategy

1. Target audience

2. Customer personas

INDUSTRY

INDUSTRY

1. Current Positioning of the brand

1. Current Positioning

a) Target Audience

Average age of the buyer : 42 years old

Generation Z

Women more targeted than men

All seasons fashion

1. Current Positioning

b) Advertisement

www.prezi.com

- Social Medias

- Exclusivity and Luxury

- #ThisIsUgg

Celebrity Endorsement

Out of 6, how many celebrities can you identify ?

Capsule collections and collaborations

Jeremy Scott x Ugg

Swarovski x Ugg

Moschino x Ugg

Bape x Ugg

c) Logo

d) Previous success

  • In 2003, UGG debuted baby blue and pink classic boots. Featured again on Oprah's "Favorite Things", the brand exploded overnight.

  • Brand reputation increasing

  • Success facilitated by celebrities wearing the iconic shoes

2. Segmentation analysis

ANALYSIS

Market Analysis

Market analysis

  • Consumers:
  • 414 million luxury consumers in 2017 Vs 496 million expected in 2024
  • Growing market :
  • by 2024, personal and experiential luxury alone are estimated to be a €1,1260 billion market
  • Is Ugg considered as a luxury brand or not ?
  • Wrong positioning
  • Not enough sales

Positioning

Positioning

  • UGG is trying to make a name for itself in the luxury market

  • The brand, "chose to manufacture the Classic Luxe collection exclusively in Italy, to reflect the premium Italian craftsmanship that entices women around the world"

  • Trying to be as iconic as "Converse's" shoes

Competitors

Competitors

Specialized in shoes

Various accessories

Typical product : Yellow boots

Price Range :€ 140 - €200

Brand Communication :

  • Social Media : Instagram (3M followers)

  • Digital advertisements

  • Each year : new slogan (ex : 2014 "In my Element")

  • 2018 : Urban Greening campaign

Target audience : 18-24

Competitors

Specialized in shoes

Typical product : Black boots

Price Range :€ 140 - €300

Target audience : 18-35

Brand Communication :

  • Social Media : Instagram (2,5M followers)

  • 2019 : ‘Tough as you’ campaign (Autumn/Winter campaign)

  • Symbol of individual self-expression

  • Musician and celebrity endorsement

NEW STRATEGY

  • Need to renew their communication strategy

  • One time sensation

  • Bad use of their assets

BRAND STRATEGY

TARGET AUDIENCE

TARGET AUDIENCE

"

Importance of keeping brand regulars and people who bought the product before

"

  • Women
  • Broad demography
  • Generation Z and Millennial

CUSTOMER PERSONAS

Customer Personas

He's male

39% of luxury consumers are men

He’s educated

53% earned a graduate degree

Who is the luxury fashion consumer ?

He's in his prime earning years

  • Generation X 37%

  • Millennial 25%

has disposable income

47% earn $100,000 or more

shops luxury on multiple devices

62% desktop

38% mobile

REFERENCES

REFERENCES

  • https://www.grazia.fr/mode/news-mode/ugg-californie-chaussures-peau-mouton-899192
  • https://fr.fashionnetwork.com/news/ugg-continue-d-etendre-son-offre,590170.html
  • http://madame.lefigaro.fr/style/le-retour-des-bottes-ugg-bottes-collection-anniversaire-40-ans-091018-151128
  • https://sobusygirls.fr/2018/01/22/code-promo-ugg-soffrir-le-confort-dune-success-story/
  • https://www.bcg.com/industries/consumer-products/luxury.aspx
  • https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/cb-global-powers-luxury-goods-2018.pdf
  • https://www.businessinsider.com/ugg-is-entering-the-luxury-market-2015-8
  • https://fashionunited.fr/actualite/business/ugg-les-bottes-devenues-cultes/2017081713315
  • https://blog.percolate.com/2017/10/timberland-content-marketing-strategy/
  • https://www.laredoute.fr/content/ugg-la-marque-de-luxe-audacieuse/
  • https://marcommnews.com/dr-martens-appoints-we-are-social-to-lead-its-global-aw19-campaign/
  • https://marcommnews.com/dr-martens-celebrates-the-resilience-and-determination-of-its-global-fan-base-in-new-tough-as-you-campaign/

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