Build A Bag With Paula

     

                       

INTRODUCTION Paula Cademartori a designer of Italian and Brazilian origin, who is the founder of the superb luxury handbag brand. In 2005, she moved to Milan to complete her Industrial Design studies with the following achievement of a Masters Degree at Istituto Marangoni, as well as a Young Fashion manager certificate at SDA Bocconi. After working at the style office of Versace; In 2009, Paula Cademartori participated in Vogue Talents competition, she was included in the list of the 140 emerging talents of Vogue Italia. In July 2011, Paula Cademartori was a contestant of Who is on next? Competition of Vogue Italia and was ranked among the most promising names of Italian creativity. The success of her creations is founded on aesthetic vision focused on utmost care for details, combined with the determination to carry out the production in Italy. Each of Paula’s handbags is conceived as a design object to own and cherish. “A fine factory brand, a modern vision of a logo that escapes from conventional designs”.

   BRAND OVERVIEW

After Paula Cademartori’s success she went on focusing on her own brand and with her own saving and financial support from her parents. She has defined and developed her brand’s aesthetic that has stuck throughout the last four years. “The handbag“ The handbag for me is a very precious container that you have all your secrets inside”. “ Those secrets need to have the perfect packaging”. The brand specialises in a mix and match of fabrics and vibrant colours that is one of the reasons why it has become one of fashions elite brands at the moment. She also implicates her own background hence the bold colours but her bag are timeless pieces that evolves around her style heroes. The brand tone is eccentric, timeless and feminine which shows me the type of consumer that buys into the brand. Through further research I believe her consumers are women over the age of 25, who are interested in art, lifestyle,culture, fashion, technology who attended social gatherings atleast once a week. These women are within full time employment or have a background where they have disposable income to afford Paula Cademartori pieces. Meanwhile her second season peacock bright coloured handbags had the street style icons Anna Dello Russo and Miroslava Duma sporting the bag at New York Fashion Week “That was the first picture during fashion week and, after that, everything changed”.  

VIBRANT

FASHIONABLE

BENEFITS

PRICELESS  

TIMELESS

TRENDY

PERSONALITY HERITAGE

DISTINCTIVE

FEMININE VISIONARY

LUXURY

EXCLUSIVITY

LIFESTYLE

BRAND VALUES

   PRESS

Paula Cademartori has been fortunate with receiving press. There have been different types of promotion within the press one has been captured celebrities, the other one has been press events. Paula Cademartori brand has been featured in magazines and online sites/blogs. The magazines she is featured in are Vogue, Grazia,Nylon,Marie Claire Australia etc. She hasn’t been able to a put a campaign of her stock in magazines but as her designer and brand ambassador of her brand she has been coherent and really responsive on her social media platforms from there she promotes herself. She also featured in The Times, Forbes and The business of Fashion that publishes her brand to a wider demographic and shows her diversity. Her audience is the women of the ages (25 above) and from UAE, Russia, China, Japan, Italian, Russian, France and Ukrainian. She has gone onto gaining company growth with attracting over 160 global stockist including Fenwick Bond Street Harvey Nichols, MatchesFashion.com and Saks Fifth Avenue. Paula Cademartori still owns 100 percent of the brand and generated a respectable €2.8 million by the end of 2014.

   

   PRODUCT Build A Bag With Paula is an interactive customization app that has a game element to it. There are five bags and five characters (Lynn Yaeger, Miroslava Duma, Anna Dello Russo, FKA Twigs and Julia Sarr - Jamois) that help you build the bag. Once customized your able to see how the bag looks on the characters and how it is designed from different angles. You are able to share your designs on social media and save designs.  

STRENGHTS

BECOME A DESIGNER

SELF- EXPRESSIVE

VALUE OF CHOICE

UNIQUE SELLING POINT

MADE TO ATTEND YOUR NEEDS

WEAKNESSES

COST COMPANY IF CHANGES WANT

TO BE MADE

TAKES AWAY THE DESIGNERS JOB

OPPORTUNITIES

CUSTOMER LOYALTY INCREASE IN CLIENTELE

NEW BUSSINES VENTURES

ADDING ADDITIONAL SERVICES TO THE

CUSTOMISATION LINE COMPETITON TO

COMPETITORS

THREATS

IN NEED OF SUPPORT TO USE IT

PEOPLE WANTING MORE THINGS TO

CUSTOMISE

   AUDIENCE Build A Bag With Paula has been designed to target women of the age (25 over). This is the similar to the audience that already buy into Paula Cadmeartori’s handbags. Londoners tend to buy into brand’s they know the debut of this product would open an opportunity to improve sales across the UK with shoppers. I am targeting working women and women that have disposable funding. Women that have a knowledgeable understanding and can admire the detail of craftsmanship but have similar brand identity with the designer Paula Cadmeartori. The handbags are Italian made and have been described as treasures of hers.

   COMPETITORS Anya Hindmarch is an English handbag designer that adds humour of a school girl inside her designers but this humour has managed to breakthrough and bring plenty of business of ventures her way. The designer has the same clientele and the values of Paula Cademartori. Anya Hindmarch has got an advantage as she has a store in London that offers bespoke service but has opened many pop stores around the world. Anya Hindmarch launched her brand six years ahead of Paula Cademartori and she is British so it helps with the UK market but she has been able to sell her story. My unique selling point is adding street style celebrities inside the app. This will add exposure to the brand as the novelty handbag subculture would love it but it’s aimed for women that are looking to be unique and self expressive with their style. Through observation Anya Hindmarch consumers tend to come into Fenwick often as her store is a minute away and she has a mixture of consumers the minimal, classical and quirky woman.

MARKETING PLAN

To enable my plan of action to work Paula Cademartori will produce a combination of different techniques of communication via social media, website, in – store and press. Four weeks prior to the event there will be a release of mysterious content sent out via YouTube the content included in these videos are Behind the Scenes footage of Build A Bag With Paula. This will include the process of the idea from start to finish but also interviews with the character, influences and inspirations. Three weeks prior to the event in store promotion would take place large posters will be installed inside the store throughout five floors and window displays with the message Build A Bag With Paula. Also a competition will be sent out through Paula Cadmeartori’s instagram and people that are signed on her and Fenwick’s mailing list will be guaranteed a chance to win a customized handbag and to meet the lady herself at the press event and also gets to bring a friend to accompany the lucky winner. Instore will give out flyers and shopper bags about the event for a chance so there is a sizable amount of consumers to win but also for people to attend the event. Press will be helping adding promotion to the event through social media platforms also because it is on Vogue’s Fashion Night Out Vogue, The Independent and The Evening Standard will be handing out map’s physically and digitally. Two weeks prior to the event both parties will release content on each other’s website. On Paula Cademartori’s website you will find posts of the previews of the location, set design and countdown. One week prior to the event is the press event (Pre Vogue Fashion Night Out) Paula Cademartori and the characters including in the game will make a speech about the product and will also add exposure by talking about the event on their social media platforms. The press invited will do the same also. The content for the event will not stop throughout the four weeks from both parties ensuring that this event is a success.

     

 

     

                   

LOCATION In order for this product launch to be a success, my plan was to find a location that could identify with the brand’s identity and already have that age bracket of my targeted audience and the place I chose was Fenwick Bond Street. Fenwick Bond Street is localized on the world’s most famous streets and has a mixture of people visiting that road and store. It is the perfect place because it has space, community and vision of creating a new retail experience for consumers. Both of these parties want the same thing exposure. This product launch will help them achieve that.

STRENGHTS

TOURIST ATTRACTION ACCESSIBILITY

SPACE THE BRAND ALREADY

SOLD INSIDE THE STORE

WEAKNESSES

  NOT ENOUGH EXPOSURE

ATTRACTS MORE OF A DIFFERENT AUDIENCE

THE STORY IS NOT DELIVERED CLEARLY

OPPORUNTITIES

EXPOSURE MORE INNOVATIVE

RETAIL EXPERIENCES ADD’S HER SHOE

COLLECTION TO THE SHOE CORNER

THREATS

SCHEDULE DELAY