Strategic recommendation GUCCI 2019
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- Rosamund Debra Short
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2 Strategic recommendation GUCCI 2019 Summary Context and objectives Our statement Our strategic bias, your identity Our concept Planning and overview Budget Annex : media targets Hop Pop Pop Agency
3 Context & objectives
4 Context & Objectives Gucci has an exceptional and unique growth in the luxury landscape since Alessandro Michele s revamping in For Gucci, luxury is about Refinement Disruptiveness Standing out of the box Gucci is playing with the emotional component of the millennials, and push them to show and express themselves.
5 Context & Objectives Reputation Image Business REPUTATION Gucci as a global leader in the luxury industry, claimed by the millenials. IMAGE Promote the luxury aesthetic but in a disruptive way, far away from its stereotypes. BUSINESS To achieve 10 billions of turnover by 2019.
6 GUCCI Gucci and Modzik support and promote the same communities, concepts and values Music Art Cinema Artists Nightlife Celebration Faces and places Youth Heritage Craftsmanship History Originality Creativity I feel very close to the concept of intermixing beautiful things, between high and low culture Alessandro Michele.
7 GUCCI BEAUTY Gucci and Modzik stand for the same values and aesthetics Diverse Unconventional Subtle Natural Confidence Strength Different lense Beauty of scars Imperfections I m very interested in the idea of not limiting the power of clothes, faces, and the wearer; the idea that some forms, some symbols of our culture, put together again, decomposed and recomposed, can create meanings Alessandro Michele.
8 Our statement
9 To introduce their innovations and to keep on seducing the millenials, Gucci has to be disruptive in its communication, with a strong and innovative digital presence and original web content creation. What s next?
10 We support you in your digitalization via Modzik... Our strategic bias, your identity
11 GUCCI x MODZIK Galaxies
12 GUCCI x MODZIK Galaxies
13 GUCCI x MODZIK Galaxies
14 GUCCI x MODZIK Galaxies
15 Concept n 1 : the Gucci Galaxy
16 To create a community, a tribe of artists around Gucci - We aim at expanding the Gucci Galaxy, by offering a subtle mix of major artists and newcomers. - Shooting of 2 Cover stories for the magazine, 1 fashion story and 1 beauty, with a large covering on our website and instagram page. - Those stories will both embody Gucci and the artists aesthetics and values.
17 Print solution for the Modzik n 59 (Fashion and Beauty)
18 - Création de deux couvertures de magazines avec les artistes de demain - Séance de shooting photo créative et originale chez les artistes ou dans leur environnement Association d images judicieuses
19 Selection of international artists : RITA ORA For a cover + fashion story 13,9 M Instagram followers No need to introduce the british Pop star After a 1st album ORA released in 2012, and many featurings, with Stefflon Don and Bebe Rexha to mention just a few, she is finally releasing her 2nd album.
20 Choix des artistes internationaux : For a cover + fashion story 1.5 M Instagram followers Hayley Kiyoko might have started her career in acting but now she's a fully fledged solo artist with a promising album, Expectations. Her clip "Girls Like Girls" released on YouTube and collects more than 15 millions views in 4 months.
21 Selection of international artists : LAWRENCE ROTHLAN For a beauty story Ever since they were a kid growing up in St. Louis, Lawrence Rothman has been hard to pin down. The 35-year-old singer-songwriter, who identifies as non-binary and uses gender-neutral they/them pronouns, is an ovni and could match with the beauty aspect of the brand.
22 Selection of french artists : SUZANE For a beauty story Suzane just signed on the label 3ème Bureau (Casseurs Flowters, Orelsan and General Elektriks) she has already her own style and embodies the Gucci aesthetic.
23 Selection of french artists : ROYAUME For a fashion story Discovered thanks to their EP «Blue Asphalt», the parisian duo Royaume is composed of the french-japanese singer Yumi and the producer Moon Boy. This unconventional duo has an astonished and one of a kind style which fits perfectly with Gucci.
24 Relevant editorial relay Beauty interview of Suzane
25 MODZIK 59 : Le collectif Our 59th issue (released in March 2019) will be devoted to Le collectif We would like to give a carte blanche to Alessandro Michele and let him invite some people from his galaxy, that will be featured throughout the whole issue. (interviews, portraits, fashion and beauty stories) Paris is a place where I go to look for beautiful things and I find beautiful things - it is a piece of my story, beauty that makes up my world Alessandro Michele
26 Digital solutions
27 EXCLUSIVE VIDEO A one minute video shot during the print shooting, to be published - Fully on the website Several cuts on Instagram INSTAGRAM STORIES + POSTS Each story shot (fashion or / and beauty) will be promote on our IG page - Pictures from the print Behind the scenes Beauty tuto Backstage Unpublished pictures...
28 Instagram Take-Overs We would like to invite some newcomer artists to take over our instagram account. To show to the audience when they are recording, when they are on tour, during their everyday life wearing Gucci A new way to promote the clothes, by creating a story telling by the artists themselves.
29 3 Instagram posts Rejii Snow x Diadora March 2018 Followers : 20k Reach : Likes : 308 Reach : Likes : Reach : Likes : 2 557
30 Instagram Stories Reach : 800 Reach : 584
31 Playlist Gucci We invite you to create your own Gucci playlist with the spirit of the brand. Gucci could create a playlist inspirations once a month. with her
32 Events
33 Organization of a showcase with Suzane for the launch of the magazine Showcase in the flagship Gucci rue de Montaigne => Bring the brand Gucci closer to its community Showcase of the artist during 45 min Introducing the Spring Summer Collection
34 Concept n 2 : #GucciBeauty
35 BEAUTY STORY Saul Williams in Modzik
36 BEAUTY STORY Grimes in Modzik
37 STILL LIFE Modzik
38 STILL LIFE Modzik
39 Campaign 100% digital => stimulate with a rare product Exclusive partnership with Modzik for the launch of the Gucci cosmetics products. #GucciBeauty Newsletter and website covering Sidebar + header Product features
40 + The newness display Launch of a shopping plug-in on the website Modzik.com Sales offering of a selection of Gucci products Selection of products adapted to your skin due to a survey written by a selection of artists
41 Collaboration / Partenariat Influencers partnership Selection of 5 artists which will be the relay of the brand and will present the #GucciBeauty G8n5D0Q/featured Creation of appointment an expected beauty Takeover of an artist on the Modzik Instagram Relay on every media plateform Youtube, Facebook et Instagram :
42 Planning and overview
43
44 Hop Pop Pop Brand content and 360 Agency
45 HOP POP POP Our expertise With 18 years of experience behind us, the Agency Hop Pop Pop supports young artists via Modzik and et since Collab and allows artists to express themselves creating their own collection. Since the beginning, we found vector for communication to mix Fashion and Music. Our added value? Knowing the issues of the fashion and music sector and how to solve them. Our services : brand content, concept store, event and digital.
46 Our services and our projects stand out from the crowd
47 Our entities Integral part of our force
48 Modzik 18 years of fashion and music. Encounters, ideas & collaborations between fashion professionals and the music industry. The quarterly print magazine is available on newsstands and complemented with an interactive website.
49 PaperLab & Co (LLab) Paperlab is a place where design, fashion and international press meet in the heart of Paris in the BHV Marais. We choose every three months a different creator for the concept store.
50 Our brand Co (llab) Co LLab is the encounter between design raising stars and new artists from the current musical scene. A label which brings together two universes throughout unique collaborations. An arty capsule collection with mixed identity, renewing itself depending on trends and seasons.
51 We work with them
52 And partner of Kamate Regie, the advertising management of the millenials
53 Let s pop up your brand!
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