From Ballgowns to Biceps: This Brand Extension Plan is About to Make Luxury Sweat
Maison Valentino is a high-end luxury brand that offers beautiful couture and read-to-wear pieces. Valentino’s brand presence in the fashion industry is well established around the world, with a wide range of merchandise from runway ready apparel to top of the line fragrance. We think that there is a void in the market for luxury athleisure, which is a market segment that Valentino hasn’t fully ventured into. This exclusive collection would be attractive to the Valentino consumer and potentially attract brand new customers. The goal of this project is to increase brand awareness, increase market share, and establish a new category of merchandise for the luxury fashion consumer.
About Project
Client:
Duration:
Valentino
10 Weeks
Topic:
Brand Expansion/ Advertising
Role:
Project Lead
Team:
4 People
New Initiative
Our analysis indicates a significant opportunity for Valentino to expand and capitalize on the white space within the luxury athleisure market. Consumer trends suggest a growing desire for alternatives to existing brands like Alo Yoga, Lululemon, and Nike, highlighting a need for Valentino to leverage its brand identity to engage consumers.
Video Campaign
IMC Plan
Following our SWOT analysis, competitor assessment, and detailed understanding of our customer segment (including demographics and psychographics), we proceeded to develop an Integrated Marketing Communications (IMC) plan. This plan strategically analyzed all potential avenues to maximize its effectiveness.
Our campaign development included the creation of marketing collateral and the production of a fashion film, which I directed. This comprehensive approach extended across multiple advertising platforms to deliver a holistic and omnichannel brand experience.
Retrospect
This project culminated in the finalization of a comprehensive advertising campaign, designed to engage youth and promote athleisure across all touchpoints. This involved defining the brand's mental and market space, and developing a detailed IMC plan. The project, while demanding, provided significant insights into campaign development, strategic planning, and project management, as evidenced by the creation of a Gantt chart to map out progress.