Maje
Maje is a ready-to-wear brand for women. Created by Judith Milgrom in 1998, Maje takes up the codes of a visually sober women's wardrobe but responds to the need of the designer to offer a unique range in the image of the free and independent woman. It is considered as a feminist and addresse themselves mostlty to women. Despite the growing demand from thier masculin fans the brand has always kept to it’s initial position .The main competitors of the brand are SANDRO, THE KOOPLES, and MANGO. They propose mainly articles with the same range of prices with the exception of Mango which offers much more affordable products . The problem lies in two area.The creation of a campaign to launch a men's collection. The place of the men's collection within a communication that until then had focused on the identity of women and their freedom, their state of mind...
In reality, the problem is not based on the simple launch of a collection. It will be a question of choosing the most appropriate channels in order to obtain results from the launch by guiding this brand towards the image of a high-end house that also responds to the clothing needs of men. However, the brand's image and philosophy must be kept in the foreground. Faced with this problem, a communication strategy can be developed very quickly. However, it must be consistent and coherent with what already exists. Indeed, thanks to our analysis of the existing situation, we have been able to determine the opportunities and threats that will guide us in our communication strategy.For this campaign we have chosen a young target group aged 25 to 35. We are targeting men, who live in big cities (Lyon, Paris, Marseille). The objective is to be able to target individuals who live simply by having a life accompanied by everyday actions.
Men who like to spend time with friends and colleagues and who want to feel good and comfortable in their clothes. Men who want to feel confident and comfortable in their clothing. The collection is also for men who are searching for their personal identity and well-being. They are looking for clothes that look like them and represent their personality.The Launching of the brand into the mens market I created a QR code. The QR code will redirect you to an article from the association "Movember" explaining a big problem that is currently happening: male mental health in the world. This call to action will aim to make the male community aware of the importance of the action we are going to take, so that we can help them feel better about themselves and have a better perception of themselves in the eyes of others or in front of a mirror. The campaign for this launching has been divided into many sub-branches ; Printing and Wild posting.This technique allows us to reach a large target group and more precisely the city dwellers. It is a real advantage that guarantees our poster to be seen by a larger public and to be able to reach people in their daily life, on their way to work, to the office or to meet friends. It is an unusual visual information that will make them curious.
We are targeting men aged 25 to 35 in major cities (Paris, Lyon, Marseille), the objective is to make our logo visible and intriguing, we have a fairly young target who always has his phone nearby, the objective is to provoke their curiosity and push them to scan the QR CODE. Social Media: digital content creation: For the promotion of our new men's collection we will use photo and video campaigns. As advertisers, integrating a photo and video campaign allows us to hold the attention of our target audience with a strong retention of the advertising message. It also allows us to target our audience precisely and to broadcast our video where our target is. Influence: A muse .Influencer marketing enhances brand awareness and engagement with public figures, adds credibility and gains notoriety. We are going to call on Stromae. He will be the face of our new collection, but above all we are going to take advantage of his notoriety to increase the image of the brand and have a larger target thanks to his community of more than 1.3 million subscribersEvents: Fashion show The outdoor fashion show will allow us to present our new collection and to create an event and an activation on our new collection launch. The fashion show allows us to gather a community, press, media, influencers and anyone passionate about fashion who can share the information.
PROVISIONAL BUDGET
Estimated portfolio: €1,500,000
Parade budget: 300,000€ per parade - 900,000€ for the 3 parades + 100,000€ for the margin of error
Budget for wild posters: 4420€ for 1000 posters, we are increasing the budget to 25 000€ for all the expenses and salaries of the service providers + 10 000€ more in anticipation of the fines.
Budget for revising the logo: 120 000€ by a branding agency
Social networks budget: 200€/day for each network
Instagram:
16 publications including 3 flagship publications that will be advertised;
1 flagship publication = max range 200€/day
3 flagship publications over 90 days = (200 x 3) x 90 = 54 000€.
Facebook:
16 publications including 3 flagship publications that will be advertised;
1 flagship publication = max range 200€/day
3 flagship publications over 90 days = (200 x 3) x 90 = 54 000€.
Pinterest:
16 publications including 3 flagship publications that will be advertised;
1 flagship publication = max range 200€/day
3 flagship publications over 90 days = (200 x 3) x 90 = 54 000€.
