2. Introduction
Re-Creation of the Givenchy Website Recreation of
Brand Identity
Low presence in the online platform
+
Rich Media
Development of iPad/iPhone Application
Experience

3. Introduction
•Extend their luxury experience.
•Build a relationship with the user.
•Get an added promotional experience. ENGAGEMENT
•Reach a wider target yet still maintain an
exclusivity amongst other luxury applications.
•Receive a one to one experience. INTERACTION
•Focus on members of the fashion industry.
•Provide a viral experience.

4. Company Analysis
Past Brand Identity Current Brand Identity
Chic
Avant - Garde
Lady-like
Elegant
Innovative
Innovative
Elegant
Gothic
Re ned
Romantic
Classical
Melancholic
Pure
Sensual
Slightly severe
Tailoring
Aristocratic

5. Challenge
Challenge
•To correspond the labels digital media to their intrinsic use of the offline campaigns.
Goals
•To reposition Givenchy within the online platform.
•To create brand awareness and loyalty.
Objectives
•To increase the level of interactivity that Givenchy has with its customers.
•A new direct communication channel between the company and users.
•To create conversation, win in uences and ambassadors, in order to achieve honest talk and viral experience.
•Becoming a top fashion label visited website.

6. Justi cation
We are looking for loyalty, a quintessential service leading to a selected brand awareness.
•Keeping up with technology.
•Seeking a relationship with the customer.
•Ease the communication between the brand and the user.
To reach users at each step in the marketing funnel
• Awareness
• Persuasion
• Loyalty
“Consumers today, don’t simply talk and text on mobile phones - they browse, shop and buy”.
“Fifty- seven percent report using mobile apps multiple times per day”
“34 percent of affluent respondents saying they’ve downloaded applications to their smart phones, with another 11
percent saying they intend to do so in the near future.”

7. Customer
TARGET I
Gender Female and Male
Age 21-40
Income A, B
Education Bachelor’s Degree
Position Fashion Industry - Celebrity - Wealthy
Socioeconomic Status High
Lifestyle Style conscious, attend fashion shows and after-parties, commonly seen in galas and important events.
Adopter Category Innovators and Early Adopters
Similar Labels (Prêt-à-Porter: Balenciaga, Emanuel Ungaro, Chanel, Alexander McQueen) (Haute Couture: Chanel, Anne Valérie
Hash).
Brand Loyalty Very brand loyal.
Purchase Description Rational or impulsive buyer.
Shopping Drivers Fashion superiority, style, tting, design, quality.
Fashion Dependance High fashion dependancy.
Example Customers Vanessa Traina, Liv Tyler, Julia Restoin-Roitfeld, Emmanuelle Alt, Giovanna Battaglia, Lauren Santo Domingo,
Mariacarla Boscono, Caroline Sieber, Elin Kling, Pelayo Zápico.

9. TARGET II
Gender Female and Male
Age 18-30
Income B, C1
Education Bachelor’s Degree
Position Students - Workers
Socioeconomic Status Middle - High
Lifestyle Style conscious, read fashion magazines, follow blogs, computer-savvy.
Adopter Category Early Majority
Similar Labels (High Fashion Accessories: Chanel, Balenciaga, Louis Vuitton, Gucci) (Pronto Moda and Premium Brands: Zara,
H&M, Topshop, COS, Sandro, ACNE)
Brand Loyalty Low loyalty.
Purchase Description Rational or impulsive buyer.
Shopping Drivers Style, design
Fashion Dependance High fashion dependancy.

11. Benchmark
Net-a-Porter
• Weekly magazine you can read, watch and shop wherever you are.
• Sharing items with your friends.
• Shop complete looks direct from their shoots
• Add your favorite pieces to wish list.
Tods
• “My Life in This Bag” application. Focused on their D-bag collections, this application shows six owners
open their bags, lives and address books to browsers.
• Video clips, maps, reading lists and photographs are all included, as well as a 360º view function of each
bag and additional information on colors and materials.
MaxMara
• A free application on iPad stations all over their agship store in New York.
• Allowed buyers to virtually customize the “Cube Jacket” in any number of combinations.
• Play Rubik’s Cube
• Win a trip to Milan
Louis Vuitton
• 360º look on the Louis Vuitton Spring 2011 RTW fashion show.
• Streamed live on Facebook.

12. Benchmark
Gucci
• Videos and photographs narrating the stories behind the product
• Zoom feature from multiple angles allowing shoppers to discover the item inside out a
• On every product, shoppers can click on links that direct them to videos, news items, photos of celebrities
wearing a product.
• In store iPad stations.
Gilt Group
• Free membership
• The rst 10,000 iPad owners to join as a new member will receive a $10 credit.
• Use pinch-and-zoom to full details in full screen mode.
• Sale alerts sent straight to iPad in order to never miss a sale.
Mulberry
•Browse their complete collection of bags, shoes and ready-to-wear
• Create and share wish lists on the go
• Watch their seasonal videos and shop directly from the lookbook
• Locate their nearest store and out their details
• Keep up with the latest Mulberry news via the blog.

13. Alternative Strategy
Provide and iPad/iPhone application free of charge and available to everyone.
Advantages
•Awareness and improvement of sales.
•A more engaging and retaining user.
•Responding to the needs of the future potential customer.
Disadvantages
•Lack of loyalty.
•Losing brand identity and exclusivity.
•No brand differentiation.

14. Selected Strategy: Place
Online Platform
Givenchy Website iPad Application iPhone Application
Online Distribution
Multi brand e-commerce sites:
•luisaviaroma.com
• Credit Card security
•mytheresa.com
• Fast delivery time
•selfridges.com
• Privacy assurance
•colette.fr
• Return policies
•farfetch.com
• Cross Selling
• Service control
• Monthly information and Newsletters
Accessory multi brand e commerce sites:
•netaporter.com
•brownsfashion.com
A quicker, easier, and more enjoyable online experience

15. Selected Strategy: Product
Ç

16. Ç

17. Ç

18. Ç

19. Ç

20. é
é
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23. •Pictures taken in the Givenchy studio.
•Maximum of 4 taps.
•Moving lookbook.
•Search Bar short-cut to avoid going
back to menu as well as saved search
content.

24. •Product availability in colour and size
needed in speci c boutique.
•Tap on the heart will mean it’s one of user’s
favourites.
•Components of the garment.
•E-mail or call a stylist for help, garment
combination or alterations.

25. •Information on Givenchy shopping and
favourites.
•Customised mood board depending on
user’s heart likes.
•Possibility to share via Facebook, Twitterpic
or E-mail as well as to other users in the
Givenchy Membership.
•Option to move objects according to taste.

26. •Members will be located through iPad/
iPhone GPRS.
•Givenchy will automatically show them their
Givenchy closest store.
28 Rue Fbg St Honoré
•Change location option in order to nd
75008 Paris, France
different stores.
+33 1 42 68 31 00

28. •Press Release information.
•Visual inspiration.

29. +
•Direct link between garment and person to
contact.
•Size and colour availability in boutique and e-
commerce.

30. •Personalised
•Customisable agenda (adding phone number
and e-mail address of working partners).
•Customisable pro le.
•Personal calendar offered with latest
SPRING SUMMER 2011 Givenchy news as well as users additional
PRE-COLLECTION
LOOK 10 events.
ORDER STATUS: Despatched •Photo scroll bar showing members ordered
Claire Wilson
looks as well as current order status.
claire.wilson@karaotto.com
+144 207 287 9890

31. Selected Strategy: Promotion
In-Store Advertising
• In store iPads
Online Advertising
• Foursquare
• Blogs
• Sharing (Facebook and Twitter)
• Website
• Magazines
Printed Advertising
• Magazines
• Banners

32. Selected Strategy: Promotion
Promotional Event
Invited guests will include:
• Bloggers
• Celebrities
• Buyers
• Fashion Editors
• Journalists
• Press
•Stylists
Calling the attention of media and reaching its desired audience.

33. Selected Strategy: Price and Logistics
Logistics
In order to create the applications, Apple has a le explaining the process step by step.
There are two ways to get it:
•PDF File iOS Developer Guide
•developer.apple.com
iPad and iPhone Price
•Enroll on the Apple site
•$99 per year
Website Price
•Estimate of $2.000
•Development $3.500
Total $5.599

34. Competitors
iPad / iPhone Apps
Fashion show Behind the Collections & Competitive
News Sharing Stores
Video scenes Lookbook Advantage
Chanel x x x x x
Hermès x x x x x x
• Music Mix
Gucci x x x x x x • Little Black Book
• Gucci Sneak Peak
Louis Vuitton x x x x
Diane Von • Exclusive Designs
x x x x x x • Music
Furstenberg • iPhone case
D&G x x x x x
• Designer at work
Ralph Lauren x x x x x x • Designer inspirations
• Color matching feature
Hugo Boss x x x x x x • Wish list
Dior x x x x x

35. Competitors
Website
Fashion show Product Collections & Competitive
Sharing Buy online Stores
Video details Lookbook Advantage
Yves Saint • Moving Lookbook
x x x x x • Video mix
Laurent
Gucci x x x x x x • Personal Shopper
• Wish List
Louis Vuitton x x x x x x • Making of
Chanel x x x x x
Alexander
x x x x x • Runway Archive
McQueen
Prada x x x • Prada Book

36. Competitive Advantage
•Applications are invitation only leading to selected brand awareness.
•Buyers section will give them a higher signi cance. The applications will be more than just “leisure”
•A personal mood board
•A differentiation towards other luxury applications by making it “exclusive”
•Agenda
•Calendar
•Personalisation of Pro le

37. Positioning Maps
Online Communication vs. Popularity

38. Positioning Maps
Online Presence vs. Exclusivity

39. SLEPT Analysis
Socio Cultural
• Customers have become more experienced and computer literate
• Increased demand for new technology, in schools and professionals
• Teenagers having a high purchasing power and are very brand conscious.
• Internet provides products and services with faster and easier delivery
• The internet has facilitated the development and maintenance of social relations.
Legal
• The iPad development model requires the business to sign a non-disclosure agreement and pay for a developer sibscription
• Apple’s App Store, imposes censorship of content
• Privacy Policies
• Disclaimer

40. SLEPT Analysis
Economic
• Financial crisis of 2007-2010 due to shortfall in the United States bank system.
• After the release of the iPad in April 2010, it sold 3 million of the devices in 80 days.
• During the second quarter of 2010, Apple had sold 4.19 million iPads around the world.
• The Apple iPad has gained a 95% share of tablet PC.
Political
• Company relies on third party patents
• Company results could be affected if found to have infringed intellectual property rights
• Ability to offer wide variety of content at reasonable rates can be affected
• Subject to certi cation and regulation by government and standardising bodies
• Process is extensive and time consuming.
Technological
• Internet availability and usage is growing and leads to good opportunities for the industry
• Vast amount of information available and quick, easy, inexpensive posts and disseminates information and makes this
information available to a large audience
• Web has enabled new models for commerce, trade and business.

41. SWOT Analysis
Strengths
•The audience is technology dependent.
• Sense of exclusivity to the Givenchy users.
• Free application, allowing the costumer to get all the information desired with no expenses.
• Customer loyalty / relationship.
• Customer-oriented experience.
• Providing a 24/7 service.
• Customer Relationship Management.
• Low cost application, as well as the online digital agship store.
Weaknesses
• Hard to control who the information will get to.
• People not owning an iPhone or an iPad will not get the full Givenchy experience.
• Apple’s app imposes censorship of content.
• The tablet isn’t provide with Adobe Flash player therefore the website won’t be able to work at tits fullest potential.

42. SWOT Analysis
Opportunities
• An extended level of interactivity with the Givenchy costumer.
• To become a highly visited website by consumers as well as a one of the primary fashion applications downloaded by the
Givenchy target.
• An increase in sales.
• Continuous growth of the internet.
Threats
• Low attention span of users on the internet.
• Due to the low entry barrier on the online platform, there are many competitors
• Certain bans of the internet depending on different countries.

43. Future Strategies
Short Term
•Design a Givenchy iPad and an iPhone Case.
• Offering wallpapers.
• Optimize mobile and web search engine.
Long term
• Developing Exclusive collections / garments sold through iPad - iPhone applications only.
• Freebies - once the strategy has been launched and by analysing the in uence of the fashion bloggers, Givenchy will give
away clothing and accessories to these.

44. Conclusion
After a research of the Givenchy label, we found a niche in the internet platform to be lled. Repositioning the brand online and
creating an application both for the iPad and iPhone will have the following outcomes:
•An increase in sales.
•A higher brand awareness amongst Givenchy’s selected target.
•A demand within the fashion industry of the Givenchy iPad - iPhone application.
•Loyal customers and strong relationships with its users.
•Strong CRM.
•A leader amongst other luxury brands within the digital platform.
•An application facilitating the work of members from the fashion industry in a way where it becomes necessary.
•To become a highly visited website.