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Lanvin
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- 2. AGENDA • Brand audit • Digital strategy • Digital media budget and timeline
- 3. Brand Recognition Quantitative Analysis Qualitative Analysis • Search Volume • Consumers’ interest • Social Buzz • Diversity of brand • Brand Owned Presence platforms in social Methodology – Compare with the different Tier Methodology – Manually study and research on of brands in China via the available monitoring social post and context within the digital tools platforms
- 4. Search Volume o LAVINsearch volume is much lower than the top brands in recent 3 years • Burberry has been highly active in China digital market since 2011 and its search attention has been trending up • The spike was for “Lanvin for H&M” o LAVIN searcher is highly 1 tier city skew whereas the top brands already penetrated to 2nd tier cities Source: YTD 2012 Baidu Index (vs. Dior and Givenchy)
- 5. Social Buzz o Within the top social media – Sina weibo, the brand mentioning post about Lanvin, is half amount of Givenchy and one-third of Burberry Sina weibo post (brand mention) (,000) 3,814 4,000 3,000 2,217 2,000 1,081 1,000 -‐‑ Lanvin Givenchy Burberry Source: Sina Weibo (Sept. 2012)
- 6. Brand Owned Presence o Lavin fragrance owns Sina weibo brand page – compare to Givenchy Perfume, the weibo active rate, influential rate and PR value are way behind LAVIN Givenchy Source: Social listening tool
- 7. What d netizens talk about Lanvin? Fragrance. Celebrity and dress. The arty-‐‑fashion Highest re-‐‑tweet is around 600, and the others are 100 in average LANVIN fans also follow Chanel, Givenchy and Dior Cross-‐‑brand coop. (Laduree & Vogue FNO) Source: Sina Weibo, the posts have been re-‐‑tweeted and comment the most
- 8. What do fashion fans care about? The observation within key high fashion verticals The observation within social shopping sites Fashion design Fragrance Alber Elbaz Commercial ads Fashion Piece
- 9. Brand Platforms Media platform Lanvin Burberry Givenchy Sina Weibo Fragrance only Fashion & Cosmetics Youku -‐‑-‐‑ -‐‑-‐‑ Kaixin -‐‑-‐‑ -‐‑-‐‑ E-‐‑commerce Search brand presence -‐‑-‐‑ -‐‑-‐‑ China website
- 10. SWOT Strength Weakness • Core fashion fans are well obtained and • Lanvin is now in a position with low advocate the brand value brand awareness in overall (not search, • Alber Elbaz personality and what he nor social buzz) stands for • Existing brand presences are not strong (not in fan base, nor in the engagement & sharing) Opportunity Threats • China online shopper are growing fast • China luxury goods policy has impede (given more and more online shops open) consumers purchase intent locally • 1st tier cities, urban area residence are in • Overall high-‐‑fashion e-‐‑shops experience is favor new and trendy brand over not mature, increasing the risk of newly monogram entered brands • Digital Market is growing, from offline to line and from online to mobile
- 11. Digital Strategy in 6 months Brand Awareness Social, Search and Display Seasonality driven promotions, tied-‐‑with mobile for CRM and consumer segmentation Thematic campaigns driven buzz; and strategically social Reinforce with brand image Performance Ad network Direct Response
- 12. Digital Strategy after 6 months Brand Awareness Social, Continue data-‐‑mining and Search consumer acquisition to drive sales Always-‐‑on branding campaigns to continue being engaged with consumers Performance Ad network Direct Response
- 13. Estimated Media Budget Campaigns Suggest Budget Total Budget Weights (month) (12 months) Branding campaign x1 4,500,000 4,500,000 Launch (60%); remind (40%) Seasonality campaign x4 600,000 2,400,000 Evenly split Always-‐‑on campaign x2 1,120,000 2,240,000 Evenly split Total (12 month) 9,140,000 Assumption-‐‑ • 20 orders per day are all for fashion items (prices is >3,000) • CPA of registration is added 300% premium for luxury goods benchmark • CVR to completion of purchase is based on the experience
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