diversity. digital. distinction. · inspired by anya hindmarch $15 per additional strap...
TRANSCRIPT
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Diversity. Digital. Distinction.
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MEET THE TEAM
Laila Elnaggar University of Michigan
Innovation Intern
Emma GallagherUniversity of South Carolina
PFS Digital Productions Intern
Kaili SimienDuke University
PR Intern
Macey HallgrenSyracuse University
Copy Intern
Helen HealeyDuke University
Global Licensing Marketing Intern
Deja BingenheimerHampton University
Digital Marketing Intern
Melissa CarmilaniMuhlenberg College
Business Process Management Intern
Michelle FierroVillanova University
Women’s Polo Merchandising Intern
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To win over a new generation of consumers
PROJECT OBJECTIVE
Generation
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AUDIENCE PERSONA
The Current Lauren Customer
- In their 50s- Primarily shops in department stores- Home owner, double income- Prefers traditional and simple style- Charitable
The Target Lauren Customer
- 21-35 years old- Primarily shops online- Educated, early in career- Highly social, digitally savvy- Travel and vacation
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OUR THREE PILLARS
Diversity Digital Distinction
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Showcasing a more inclusive Lauren woman, ensuring that diversity is not just a buzzword
Diversity
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CURRENT AMBASSADOR
Lily Aldridge
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Millennial based content creators from a variety of backgrounds, sizes, ethnicities and platforms
INFLUENCERS
@lauraharrier624K Followers
Face of Lauren Ralph Lauren
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Capture and engage millennials by reinventing all social media platforms and RalphLauren.com (RLE)
Digital
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Implement social commerce strategy
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Goal: Increase Lauren’s Visibility and Attractiveness
“Shop Lauren”
Engaging Editorial Content
Tailored Experiences
OUR RLE PLAN
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Fast, affordable shipping
Easy Returns Advanced, quick payment methods
Positive Customer Reviews
Social Presence
Unified Shopping
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An iconic piece designed to launch the rebranding of Lauren
Distinction
Showcased in a pop-in to honor Lauren’s 25th anniversary
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AN ICONIC PIECE.The Lauren Backpack
Notable brands have iconic pieces, from the Gucci belt and Birkin bag to the infamous Ralph Lauren Polo we all know and love. Iconic pieces create a strong
brand awareness with the consumer.
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Trend 01
11% decrease
in sales for handbag industry
Tote, crossbody, and satchel styles are
fueling this decline.
Global backpack market is expected to rise from $17.2 billion to $22.48 billion in the
next 5 years.
Backpacks are on the rise.
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Hands full during commute
● Allows hands to be free in order to hold other necessities
● Less to worry about during commute
Causes physical pain● Weight of bag is evenly distributed ● Straps will be adjustable for maximum comfort● Long-term posture will be improved
Traditional Bags Backpacks
● Large enough to hold all essentials● Able to be styled with everything ● Customizable
Usage is not versatile
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COMPETITORS
Low Price High Price
Fashionable
Practical
The Lauren Backpack
Retail Price: $250
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MOOD BOARD
Vintage-Inspired
Bright
Customizable
Sustainable Future
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A BACKPACK POP-IN EXPERIENCE AT NORDSTROM
Private Opening Eventin celebration of Lauren’s 25th anniversary, showcasing the customizable backpack
Location: Nordstrom Women’s Flagship StoreDate: June 1st- July 1st 2021Time: 7-11PM
Open to the public from June 2nd- July 1st 2021
Customization StationPatches. Straps. Monogram.
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Colorful and youthful patches to customize backpack
Inspired by Gucci$10 per patch
Mix and match colors and strapsInspired by Anya Hindmarch
$15 per additional strap
CUSTOMIZATION OPTIONS
Monogramming (stamping + lettering) available
Inspired by tde.$15 - up to four characters
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WHY A POP-IN?
Tangible Brand Exposure
Experimentation
Low Cost Short Shelf-life
Current Market SuccessExperience and Feedback
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WHY NORDSTROM?
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BUDGETTotal Projected Budget for Two Years producing 100,000 Bags
= $13,870,230
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OUR TWO-YEAR PLAN
2019
2021Begin New
Digital Strategy
Est. Shoppable Instagram
Build Network of Diverse
Influencers
Begin Revamping
Website
Social Media Success
Checkpoint
2020
Prep for Pop-In Store/Build
Relationship w/ Nordstrom
Begin Marketing for
25th Anniv.
25th Anniversary Pop-in/Backpack
Launch
Celebrating 25 Years of Lauren1996-2021
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FUTURE OUTLOOK
Millennial Lauren Consumers
Digitally Forward
Pop-In US Tour
Innovative Retail Experiences
Nordstrom Partnership
Sustainable
Iconic Piece Collection
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THANK YOU.Any Questions?