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Amourette Celebration Tour

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by

Imprezzing Scandinavia

on 3 March 2016

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Transcript of Amourette Celebration Tour

The
Amourette Celebration Tour

Region NORTH
- presents -
THANK YOU
OUR ICONIC BESTSELLER SINCE 1958
Let's Celebrate...
Our Campaign Priorities:
Increase sales
on bestsellers
Campaign goals
Drive fittings and sell-ou
t via communicating the benefits of a perfectly fitting bra
Building and strengthen our
Brand Equity
Gain
market shares
using modern classics
We want to
We do it by
Create conversations
amongst the style driven women
Drive
relevance
and
engaging awareness
Brand Equity
BRAND AWARENESS
Consumer Insights
Building Brand Equity
"When you have found a bra that is good, you stay loyal for a long time"
Loyalty in numbers:
Loyalty is key
The Amourette Celebration Tour
Our challenges
Increase the familarity of our brand
(knowledge; on products, on values etc.) in order to get more loyal consumers
Appeal
to our style driven women
in a fun, relevant and engaging way
Be top of mind and increase interaction
with our target groups
Focus on our
3 important Brand Equity drivers
; Comfort, Feminity and Price (value for money)
Use our iconic bestseller fit
Activate
Consumer (Brand Activation)
Strengthen BtB relationship
Get extra shelf space
Improve In-store visibility
Drive fittings to increase sell-out
We want to celebrate our icon
with our customers and consumers
7
Countries
ONE TOUR
29
Stops
Pop Up Celebration Shops
Week 36-38

Mix of Channels:
Pop Up Shop Activities:
#MYAMOURETTE
Sell, sell, sell
Competition on Instagram
Fitting leads to purchase
Amour

to every customer
Strong focus on brand
Celebrate our icon with our consumers
Designer chocolates as giveaway with fittings and purchase
Pop Up Shop Design
Scaleable for small or large shops
Columns are decorated with images
and info on the Amourette
Table with Amourette neon sign, flowers and torso with styles
Racks for Amourette products will be added
Denmark
Netherlands
Belgium
Finland
Norway
Sweden
5,7
5,1
6,1
6,0
5,0
4,9
BRAND EQUITY SCORE:
96%
89%
87%
92%
71%
77%
The strength and value of brand Triumph within the minds of our target group.
(Max score is 10)
Women within our target group that recognize and respond to brand Triumph
Customer
AWARENESS of brand
FAMILIARITY to brand
CONSIDERATION of buying
FIRST CHOICE
To build brand equity we need to strengthen our conversions from
awareness
to
familarity

It is hard finding the 'right' underwear (agree)
DK SE NO FI
Average

39%
87%
32%
Conversion*
NL BE
Average

60
%
41
%
61
%
61
%
Once I have found a brand of underwear that works for me I stick with it (agree)
(Mock-up)
360° Amourette campaign
Facebook and Instagram
#MyAmourette

#FindtheOne

www.triumph.com

www.findtheone.triumph.com
Furthermore our VMs will bring chocolate and have a celebration moment with our customers
Amourette BtB
We look forward to share our results with You
Evi Verstraeten & Line Bjerring
Constantly striving for perfection, the Amourette collection has developed over the years, successfully continuing to inspire women around the world with perfectly fitting fashion-led pieces.

Amourette – the story of an icon.

Amourette: The One!
Then and now
Comfort,
Feminity
and Price
Key brand equity drivers are
* Triumph Brand Average
- people need to know more about our products and what brand Triumph stands for.
When consumers are familiar with the brand, we are very good at converting them into considering buying our products.
This is key to create more loyal consumers and strenghten our brand equity.
Therefore we developed
Wholesale
and
Retail
Key Accounts
LOOK & FEEL
(Mock-up)
Shopkit and display for in-store visibility
Activate social content from Global


Activate local content from our Amourette Celebration Tour
Editors dinner (long lead media)

Iconic party (short-lead and bloggers)

To secure coverage in fashion press
y
l
Amourette floor display offered to customers during sell-in
204 displays sold in Extra shelf space
Week 34+35: Our VM team (and with a little help from external friends) will visit all 204 customers to set-up a nice in-store presentation
(min. order: 60 pcs. of Amourette styles)
Campaign KPI’s
Strengthen our relationship with our customers
(across all channels)

Increase Instore visibility and top of mind

Secure a nice instore presentation of our Amourette campaign
Result
Drive volume sales on novelties
AW15 Amourette novelties
OE:
126.217
pcs
27
% of total AW15 novelty OE
Amourette running styles OE:
157.484
pcs + more to come
Index
111
vs. PY
Drive fittings and sell-out

Estimated number of fittings during the tour:
1.400
'Find the One'
activation
Increase familarity of brand
Triumph
To grow our brand equity across the region
Average conversion rate (North):

85-90%
Full transcript