Marketing Strategy for Reaching Amateur Luxury Consumers
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A marketing strategy dedicated to amateurs or a definition of the relation between brands and amateurs in the luxury sector
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Marketing Strategy for Reaching Amateur Luxury Consumers
- 1. 1 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 A marketing strategy for amateurs Menswear & childrenswear Julie NORCIA GARNIER October 2014 Julie.norcia@gmail.com 1
- 2. 2 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Interviewed brands – 30 interviews
- 3. Love Practice AMATEUR 3 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 3 pilars to define the amateurs Know Share
- 4. Clubs Schools workshops Co-creation Love Practice AMATEUR 4 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Places to get to the amateurs Know Share Forums Discussions Boutiques Blogs Press Catalogues Exhibitions References
- 5. How mature are luxury sectors with the amateurs? 5 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 MATURE MATURING IMMATURE WINE SPIRITS WATCH MAKING HIGH JEWELRY HAUTE COUTURE HOME DESIGN FASHION JEWELRY MENSWEAR CHILDRENSWEAR WOMENSWEAR NICHE PERFUMES BRANDED PERFUMES
- 6. 6 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 In details… Menswear and childrenswear Maturity with regards to the amateurs Love • Shoe Polish nights (Berluti), a men’s fashion and self-segregation moment • Many brands propose made-to-order, even on a large scale (Samson) • For childrenswear, sewing practice is common • Classes available for basic sewing techniques, mainly for childrenswear Know • Many blogs, strong image of the dandy in menswear, mummies active customers in childrenswear purchase • Very knowledgeable press tone, ready to conduct many product tests, giving its opinion on the products • Some key pieces of the male wardrobe are a reference, like the shirt’s collar, the fabrics’ choice for suits • Many small brands, requiring a customer knowledge Share • Forums are active on men accessories, alike the watches forums • Forums are active on childrenswear, in particular on the second hand market • Boutiques: interaction with the clients on the amateurs tone, in particular on the shoe, suit, shirt market in menswear Source: interviews, research Julie Norcia
- 7. 7 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Opportunity for the brands Strengths • In-house workshops, respected artisans • Appropriate clientele access, with financial capabilities to buy bespoke /made to order, available for workshop attendance Weaknesses • Instinctive suspicion from brands towards internet or any new consumption style • Brands are slow to adapt to customers at their rapid changing pace Opportunities • Satisfy the demand from luxury clients that are looking for new products, new experience • Development of the experience luxury Threats • The amateurs are subversive in essence, they tend to reverse the established order and any new order that the brands would try to set up • The brands can influence the judgement systems but they have to subtly do it Source: analysis Julie Norcia
- 8. Propose bespoke / made to order, value products composition, link between products (collections, re-issue); Singularize the price with promoting creativity Control distribution, transform point of sales into experience place, allow practice, and also segregate point of sales depending on client kind Transform sales force into amateurs, inform on point of sales and online on products and use, use CRM to identity amateurs and nurture them; Develop practice with a school or workshops, use social networks to make people dream, meet with amateurs in exhibitions or fairs with a specific approach on products and know how Use advertising to dream with unattainable aesthetics yet explained products 8 A marketing strategy for amateurs Julie Norcia-Garnier Julie.norcia@gmail.com Copyright © 2014 Marketing of the amateurs Product Price Place Sales Communication Advertising 1 2 3 4 5 6 Source: interviews, research Julie Norcia