Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Case Study: The Blond Salad

No description
by

on 25 April 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Case Study: The Blond Salad

case study: the blonde salad
Current Business Model
Weaknesses
Capitalization on personal “celebrity” brand makes it difficult to shift to ‘anonymous’ editorial posting
Managerial team lacks professionals with editorial background

Alessio Sanzogni
General Manager
Brought on from Louis Vuitton Italy’s e-Commerce & e-communications division
in 2013

Strengths
First-Strike Advantage
One of the “most popular bloggers globally”
Largest Italian blogger
Largest “geographic spread”
Huge social media following
3M Instagram followers
100K + daily site visitors
Current audience
High fashion tastemakers/editors

Chiara as a
Celebrity
Celebrity Collaborations
Fiat
United Colors of Benetton
Burberry
Dior
Chiara as a
Brand
Opportunities/
Recommendations
The Blonde Salad
Daily outfit posts - Lookbook, Flickr

October 2009 - first blog post
"Salad" of Chiara's interests: fashion, photography, lifestyle, and travel

"Fast fashion," audience = young girls

Blog "became a part of people's
breakfasts"

30,000 visits/day after 1 month
Celebrity Appearances
Fashion shows
Store openings
Galas
The Chiara Ferragni Collection
Clothes
Shoes
Accessories
The Chiara Ferragni Collection
Separate social media accounts
Promotions
Upcoming events
New Releases
Increased global sales
Partnership with domestic distributor
Direct investment into a domestically-based facility
The Blonde Salad Lifestyle Magazine
Growth of TBS as a Lifestyle Magazine
Team growth - editorial personnel
Drop in personal appearances
Increase in editorial content
Further development of online e-commerce platform (click through buying)
Separate social media accounts
Expanded social media strategy
Threats
Shifting Consumer Trends
Instagram & Democratization of Photo Sharing
Mobile device usage UP
PC Usage DOWN
Established Online Lifestyle Magazines
GOOP (Gwyneth Paltrow)
Preserve (Blake Lively)
Click-through Buy Sites
Asos
Net-a-Porter

Goal: Create two distinct brands --> Separate Chiara's Collection from the Lifestyle Magazine
The Switch to E-Commerce
Competitors:
LuckyShops
ShopBazaar.com
Net-a-Porter
Marketing to high-fashion audience
Relationships with luxury brands
Higher ad sales
More promotions
Replaces & may exceed lost revenue from missed celebrity appearances & campaigns
Social Media Re-Structuring
Reformatting of the website to increase accessibility
"Kick-back" magazine
Easy to read
Invest in new social media strategy
Periscope
Snapchat
Chiara Ferragni

Founder and Face of TBS
Riccardo (Richie) Pozzoli

CEO
Current Revenue Model
2014 revenue: 1.4 million
Profit: 300k - 400k (20-30% margin)
Celebrity Appearances
30k - 50k
Brand partnerships
Content engagement
RewardStyle
Shoe collection
€4M in 2014, projected €7M for 2015
2013 - Reinvestment of half into management expansion
2012 Profit Margin - 50%
Full transcript