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Political:

1. Brexit - uncertain future and trade barriers. Bottega Veneta might have problems with transporting goods and taxation.

2. Because of inflation, the brand would have to raise the prices of the products to stay in the market.

Economical:

1.  Inflation. The salaries stay the same; however, the cost of luxury products is growing.

2. The high taxation of importing and exporting the products.

3. The forecast of the worldwide crisis in 2020.

4. The raise of taxes on the property leads to less luxury products.

Social:

1. The brand provides a huge range of products, which helps to attract customers from different generations.

2. Models with different backgrounds (cultural diversity) take part in the brand’s campaigns and fashion shows, which attracts more customers from around the world.

3. The brand wants the customer to give the feeling that the clothes present the identity of the consumer, which leads to having loyalty to the brand.

Technological:

1. Bottega Veneta has an active engagement with customers through social media.

Environmental:

1. UK government rejected the tax from the Environmental Audit Committee over the fast fashion.

2. Teresa May announced that UK would be the first G7 nation to set a legally binding target to cut carbon emission to net-zero by 2050.

3. Uncertain future because of Brexit.

Legal:
1. A black market in countries such as China and Turkey - They have a big base of clients who come to purchase the fake copies.

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Bottega Veneta is an Italian luxury brand (leather goods) which was founded by Michele Taddei and Renzo Zengiaro in Vicenza in 1996. In the sixties, the brand started to manufacture; however, their sewing machines were not approaching for working with leather materials. The craftsmen had to use extremely fine leather to fit the sewing machines needles, after was then woven into the intrecciato pattern, making the material stronger. This is how the brand’s signature appeared.

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Bottega Veneta means “Venetian atelier”.

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The bag Cabat - no logo, the technique intrecciato

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In 2000 Laura Moltedo (Taddei’s previous wife), who took over the company, hired British designer Giles Deacon, thereby the brand launched a successful ready-to-wear clothing line.

In 2001 Gucci Group (encouraged by Tom Ford) purchased more than half of the shares of the brand. Tomas Maier became a creative director replacing Giles Deacon. The symbolic Knot clutch, which includes signature weaving ‘intrecciato’, was invented and became recognisable in the world.

Every year there was an increase in the lines of created clothes in the Bottega Veneta’s collections, for example, jewellery, home fragrances, optics and furniture added to shoes, bags, leather products, suitcases and home accessories.

In 2005 The brand launched women ready-to-wear, and at the same year in the June the men ready-to-wear collection was launched as well.

In 2006 at the beginning of the summer, the fashion house opened High school of Italian Leather ‘Scuola della Pelletteria’ to support and teach the future craftsmen. Moreover, Bottega Veneta won the fashion award - Walpole award.

In 2009 the brand launched the collection of interior items and furniture.

In 2010 Bottega presented the line of fragrance. Moreover, at the end of this year, they launched wristwatches.

In 2018 Daniel Lee was appointed as a creative director.

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On the first week, we received the assignment where we had to choose a brand or London retailer to develop innovative branding proposal. There were two brands (such as Bottega Veneta and Golden Goose) and two London retailers (such as Harrods and Liberty) to choose for the project. I selected the brand Bottega Veneta since the brand is familiar for my family and me. We used to be their loyal customers through the ages. However, because of the new creative director (Daniel Lee) many customers (also, my family) do not prefer purchasing any products from brand owing to the brand became too modern by losing its touch of being the reputable brand with a strong heritage. The reason that I picked up this brand is to understand the concept and learn more about the brand and also understand what target customers the brand tries to attract and their strategy.

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To create an innovative campaign, firstly, I had to do media planning to determine the best combination of media to achieve the objectives and also find the best way to reach the target customers through media tools. Moreover, to determine the target audience and to analyse the various media where the ad can be placed and with what frequency.

The process includes the market analysis, media objectives, the media strategy and Evaluation plan.

To do the market research, I had to understand the situation of marketing problem with Bottega Veneta’s competitions through tools such as 5Cs analysis, Swot and Porter’s five forces industry analysis; Marketing strategy tools such as perceptual mapping, PESTEL analysis, BCG matrix and Ansoff product/market growth matrix.

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He was announced as a creative director for Bottega Veneta in June 2018.

He graduated Central Saint Martins College of Art and Design.

He worked in companies such as Donna Karan, Balenciaga, Maison Margiela.

Before joining the brand Bottega Veneta, he worked as a director of ready-to-wear design at Celine.

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The competitors have been selected due to the analysis of the survey and focus group.

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Moodboard of the research for the innovative campaign

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Moodboard of the research for the innovative campaign

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On week four, I went to the store to do observation (and also created a survey) to identify target customers. To conclude, the brand Bottega Veneta has three generations of customers: generation X mostly orients on brand’s clothes and sometimes furniture, while millennials are attracted by both types of products such as womenswear/menswear and accessories. Generation Z is mostly focused on accessories and shoes.

To select the competitors for the brand, I chose the brands such as Prada, Valentino, Fendi and Mulberry due to analysis from the survey, observation and focus group.

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The research showed that the best and fast way to engage with the target customer was using digital media tools. The innovative campaign had to be presented as a video for 18 seconds, and it leads to use social media such as Facebook (generation X and millennials), Instagram (millennials and generation Z) and Twitter (generation X, millennials and generation Z) to gain the vast range of target customers.

To create an innovative campaign, we got information on four types of new media such as virtual reality, augmented reality, hybrid shopping experience and conversational tech. I was most interested in two types of new media: virtual reality and hybrid shopping experience. I decided to create an innovative app where the customer can experience the hybrid shopping by putting his/her data on body weight, including the colour of eyes and hair. Moreover, the app will help the customer to pick up the perfect outfit, and the customer will be entertained by the superior shopping experience and feel more valuable.

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For the proposal of the innovative campaign video, I decided to film by myself. The idea is to show three different quick and emotional stories of three girls who use the app. The name of the app is “MeBottegaVeneta” because today the brand’s mission is to make customer confident and independent and feel himself in the brand’s clothes like the products do not just represent its customer, but the product is the customer.

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On week seven, we had to do and analyse the AIDA and RACE models to propose a clear advertising message to the consumer. The AIDA model includes: awareness (the customer becomes aware and familiar with the product), interest ( the customer becomes interested not only in the provided product but also in the brand and its lifestyle), desire (the customer not just would like to purchase the product, he/she wants it to have it) and action (the consumer start to communicate with the brand, for example, he has an intention to buy the product or already purchased the product)(. The RACE model includes: reach the target audience through media tools; act - the target customer start to interact with the provided product or with the brand; convert - sales and profit; engage - to make the first-time customer to the loyal customer. To take to the consideration both models, a proposal of the innovative campaign by presenting the app through the digital media tools has to attract the massive range of customers and raise the audience’s interest to buy the product from this app.

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On the last week, we had to do a budget of media planning and scheduling. The ad of the innovative campaign is going to be presented through social media such as Instagram and facebook, and also I decided to include the traditional outdoor media such as billboards to advertise the app. As scheduled, the outdoor advertising media is going to take blitzing timing in order to attract a different range of future audience; Also, blitzing timing is going to be used for advertising on social platforms such as Instagram and Facebook due to Bottega Veneta is a successful fashion brand and very competitive in the market.

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Attention: the brand Bottega Veneta has a strong customer awareness due to its technique style intrecciato. Moreover, in 1970 the brand created a tag slogan: “When your own initials are enough”. The brand does not have their own logo; however, the brand has high attention of the audience, for example, their iconic clutch, small accessories and shoes which are mostly made by using the technique intrecciato. Furthermore, they have many ambassadors who have a significant number of followers on social media like Instagram. For example, a celebrity Rosie Huntington-Whiteley (10,6M followers), a blogger Beatrice Gutu (241K followers).

If the brand starts to advertise the app using social media platforms such as Instagram, Facebook and Twitter and also to use their ambassadors to show the innovative campaign of the upcoming app, the awareness will be enhanced quickly.

In order to the dissemination of information of upcoming app to attract more people, using the outdoor media such as billboards will attract an audience because the most billboards are located in busy areas (Decker, 2019).

Interest: To increase the interest of the upcoming app for Bottega Veneta, the brand has to take for consideration not only the functionality but also the design of the launching product. Moreover, “innovation” is the process of uncovering new ways to do things (Henderson,2017). The app will provide original and efficiency shopping experience - hybrid shopping experience, which leads to the high interest of target consumers.

Desire: The app will provide the opportunity for the hybrid shopping experience. The customer will get the unique shopping experience, where he/she can put the data on body weight, including the colour of eyes and hair. Moreover, the app will suggest the outfit matching with the provided information from the customer.

Action: The main idea of the app is that the consumer can feel confident and valuable by purchasing products from the brand. The innovative campaign for the app will concentrate on customers feelings. The idea of the campaign is that Bottega Veneta’s products are not just the goods; they are part of the life of the customer. Also, the clothes represent the identity of the customer in every event of their life. After experiencing the app, the person most likely to become a loyal customer and will purchase the product.

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Video proposal for an innovative campaign

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Irina Shayk for Calvin Klein Fall 2019 Handbags Campaign

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Moschino Fall Winter 2019 advertising campaign

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Rihanna Dior Secret Garden Long Version 2015

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THE "16" COLLECTION / CELINE WOMEN WINTER 2019 CAMPAIGN

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#CiaoKendall – Kendall Jenner x RESERVED – AW19 campaign

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Alexander McQueen | Spring/Summer 2014 | Campaign Film

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The ad of the innovative campaign is going to be presented through social media such as Instagram and facebook, and also I decided to include the traditional outdoor media such as billboards to advertise the app. As scheduled, the outdoor advertising media is going to take blitzing timing in order to attract a different range of future audience; Also, blitzing timing is going to be used for advertising on social platforms such as Instagram and Facebook due to Bottega Veneta is a successful fashion brand and very competitive in the market. As for budgeting: To create an app - £45,000;  Billboards are going to be used for 15 days - £832; Instagram ad will cost £380 - 100,000 visitors and Facebook will cost £547 - 100,000 visitors.

Total: £46, 759

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1.https://www.forbes.com/sites/forbescoachescouncil/2017/05/08/why-innovation-is-crucial-to-your-organizations-long-term-success/#389d745f3098

2.https://www.theguardian.com/business/2019/jun/14/the-risk-of-a-2020-recession-and-crisis-is-growing

3.https://www.vogue.co.uk/article/bottega-veneta-spring-summer-2019-campaign

4.https://www.redcarpet-fashionawards.com/2019/07/17/rosie-huntington-whiteleys-bottega-veneta-bareminerals-beauty/

5. https://www.business-to-you.com/ansoff-matrix-grow-business/

6.https://blog.hubspot.com/marketing/billboard-advertising

7.https://www.hallaminternet.com/apply-aida-model-digital-marketing/

8.https://econsultancy.com/in-store-customer-experience/

9.https://www.bluecorona.com/blog/how-much-facebook-advertising-costs

10.https://influencermarketinghub.com/how-much-does-it-cost-to-advertise-on-instagram/

11. http://www.admedia.org