Hillary Frazer International Advertising and Promotion Fall 2013 l Parsons School of Design

Essentiel Antwerp 1999 Creation of the Belgian brand ESSENTIEL Antwerp 2000 Opening of first flagship in Antwerp 2004 First Men s Collection 2006 First store in France - Paris 2007 Corner in London Fenwick Department Store 2008 Corner in Paris Bon Marche 2012 Launch of e commerce site Expansion in France 24 stores in Belgium 3 stores in France 4 department store shops

Product Board

Website

Social Media

Past Campaign

Market Analysis S fun and unique brand identity competitive price point products with attention to detail lifestyle and merchandising experience W retail stores confined to Europe e-commerce store only ships to Belgium, France, Luxemberg, and the Netherlands O expansion of sales and brand awareness US, Asian, and LATAM markets lifestyle concept (already happening) shipping globally via e-commerce T lack of brand creative evolution limited trend prevelence expansion that undermines quality

Morocco Population - 32.5 million Language - Arabic, Berber, French Religion - 99% Muslim Cities - Casablanca, Rabat, Fes, Marrakech, Tangier Median Age - 27.7 Male - 49% Female - 51% GDP - $174 billion (2012) Unemployment - 9% Exports - $21.8 billion Imports - $42.45 billion Clothing, textiles, electrical, chemicals, minerals, fruits, vegetables

Morocco

Morocco + Fashion Then Traditional Conservative Kaftans Headscarves Now Mix of modern and traditional Some still dress conservatively Men have more leiniency with style *Morocco as a location for photoshoots and design inspiration has become increasingly popular and trendy

Opportunity Casablanca 2 Stores + Marrakech 300,000 Euro annually in revenue Obtain local clientele Expand to African markets Increase brand knowledge with tourists Open production facility in Morocco

Target Audience Locals Tourists Stylish Fun Young Urban

Customer Profile Sofie E City: Casablanca Occupation: Blogger and Designer Food: Seafood! (And an occasional Halwa Shebakia) Travel Destination: Figi Book: Madame Bovary Color: Navy Brand: Claudie Pierlot

Customer Profile Mochine Aoki City: Casablanca Occupation: Student, Stylist Food: Meat and Vegetables Travel Destination: China Accessory: Sunglasses Magazine: L Officiel Hommes Color: Black

Editorial Strategy Target Publications Vogue Paris L Officiel Hommes Grazia Lui Glamour Paris *Also target bloggers websites for banner ads Budget 100,000 Euro for first year in editorial coverage

Editorial Strategy

Social Media Strategy TWITTER INSTAGRAM

Promotional Strategy Promote in store via 20% off your purchase Hire models to stage within the area and promote, gather traffic Create an inviting party atmosphere within the store Invite local bloggers, stylists, and noted fashionables to the official store opening Encourage social media and word of mouth promotion

Outcome and Return Investment 100,000 Euro on editorial promotion 4,000 Euro on store promotion 10,000 Euro time from employees 1,000 Euro new hires and training 115,000 Euro Return 300,000 Euro revenue 2,000 Euro gained clientele knowledge 1,500 Euro for press *possibility for continued expansion 303,500 Euro + 188,500 Euro #loveisessentiel

#loveisessentiel THANK YOU!