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1-Brand Introduction
2-History Timeline of Max Mara
3-SWOT
4-Competitors
5-Digital Competitor Analysis
6-POP & POD
7- Positioning Map
8-Segmentation
9-Brand Identity

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1- Innovation Mood board
2- Customer Mood board
3- Media Mood board
4- Max Mara Mood board
5 - Research Mood Board

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1- Reflective Journal

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1-Pen portrait for existing customer.
2- Objectives of the media planning campaign:
i). RACE Framework
ii) AIDA MODEL
3-  Pen portrait for new customer
4- Media Calendar: 3 months (12 weeks)
5- PESTLE MODEL
6- Online Channel Types
7- Offline Channel Types
8- Digital SWOT
9- Budget Breakdown

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•The idea was to explore different strong and different styles. While developing a playful contrast of mini and maxi.

•They promised consumers with modern and sleek clothing upon launching the collection.

•The collection also pays recognition towards their iconic coats; LUDMILLA, MANUELA, TEDDY BEAR and 101801 Icon coat.

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https://gb.maxmara.com/editorial/campaign

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The New 2022 Spring/Summer Collection | Max Mara

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The Max Mara 2022 Spring/Summer campaign is inspired by the bourgeoise-rebel spirit of the writer Françoise Sagan: an easy-to-wear, beatnik, chic, workwear style.

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https://3dlook.me/content-hub/how-to-impelement-ar-in-fashion/

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Augmented reality and fashion: The perfect fit?

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With AR implementation set to explode in the near future, how can trend-setting fashion brands get ahead of the curve?

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https://www.whowhatwear.co.uk/max-mara-coat/slide3

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There's no doubt that the world of fashion is prone to more than just a bit of hyperbole. You're "obsessed" or "in love" with a particular item. Everything is "fabulous," "chic" or "iconic." In truth, while you probably do love that fuchsia bejewelled headband right then and there, its lasting wardrobe potential is quite minimal (sorry, Blair Waldorf). But there are a few pieces that make the cut and deserve all the above over-the-top descriptions lobbied at them. One such item (or rather items) are the coats Max Mara designs for women.

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If You're Looking for a Forever Coat, This One Is Always a Wise Investment

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There's no doubt that the world of fashion is prone to more than just a bit of hyperbole. You're "obsessed" or "in love" with a particular item. Everything is "fabulous," "chic" or "iconic." In truth, while you probably do love that fuchsia bejewelled headband right then and there, its lasting wardrobe potential is quite minimal (sorry, Blair Waldorf).

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Description: During the first week of the project, I selected Max Mara as the brand I wanted to work with as I have not chosen the brand in the past and wanted to challenge myself as I was going into this brand without much knowledge. Furthermore, after conducting my research I found out that Max Mara has not launched any big creative projects within the luxury market as well as not offer anything which would attract young audiences such as Generation Z.

Feelings: At first it was difficult to understand where Max Mara is positioned when it comes to the use of advanced technology in shopping as they have not conducted anything of that calibre in the past, therefore I had to see what other digital innovation brands and competitors, more specifically; Zegna, Celine and Stella McCartney, within the luxury market, have done or are currently doing.

Evaluation: Furthermore, after conducting enough research I found that none of the luxury brands has launched a smart mirror in the past. This made me confident in coming up with the idea of The AR Mirror as it is a service which will make Max Mara stand out within the luxury market and among their competitors. Furthermore, this idea would potentially capture a much younger audience than what Max Mara is used to and grow the brand even more.

Analysis: In order to gain the attention of my target audience, Generation Z, creative marketing strategies are key in grabbing the younger audience's attention, so I needed to think outside the box and looked at previous Max Mara campaigns as well as competitors' promotional campaigns.

Conclusion: Therefore, one idea to market this project was through transforming the London telephone boxes to include a small AR mirror on the inside, with the exterior of the telephone box to contain the brand colours of Max Mara as well as the logo replacing the 'Telephone' text. However, due to my target audience being surrounded by digital devices all the time, I needed to figure out how I would reach them through social media platforms as well as other online channels.

Action Plan: By conducting a weekly reflection it will give me an overview of what works well as well as the issues I may face through the whole process of the project, however, It also allows me to have a clear view of my idea and understand what can be pulled off through the communications aspect, furthermore it helps me keep track of my progress to ensure that I don't fall behind as there is a lot to do.

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WEEK 2- Organisation and Time-Management

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WEEK 2- Organisation and Time-Management

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Organisation and time management

Description: Due to the many things required for the project I set myself a deadline for which sections should be completed during the week and day because this allows me to stay on track with my work and structure the whole project at the same time.

Feelings: However, at first, I felt lost and did not have a clear starting point on what I wanted to focus on, therefore upon looking through the unit handbook I decided to work on my media planning and research for the brand. In addition to media planning, I worked on my campaign objectives and pen portrait for my old and new customers.

Analysis: Furthermore, this was my guidance throughout the project and gave me a clear purpose for my campaign which made innovative progress much easier, as well as understanding both sets of audiences which made it easier to project more ideas for the AR mirror. Moreover, more research also helped me understand the brand values of Max Mara, which was to empower the modern female with the clothes she is wearing (Max Mara,2022).

Conclusion: Therefore, taking a look at the unit handbook gave me a clear progression point for my project which allowed me to not feel lost as I previously was, furthermore, it allowed me to get certain sections completed in time however there were cases where I needed to re-visit certain sections after getting feedback from my tutors.

Action Plan: Receiving feedback and revisiting the unit handbook helped me keep track of my progress and understand where corrections can be made, furthermore it made progression easier as I would know If I needed to revisit any sections, I made sure to maintain this workflow throughout.

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WEEK 3- Innovative Strategy Proposal Video

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WEEK 3- Innovative Strategy Proposal Video

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Innovative Strategy Proposal Video

Description: Before starting the video, we were advised to use Adobe premiere pro because it was demonstrated to us during Art Direction classes that it was the best option. Furthermore, we had to demonstrate basic video editing skills through transitions, colour corrections and cuts

Feelings: prior to this project, I had never used premier pro although I am familiar with video editing software, premiere pro was fairly advanced for me, therefore I felt really nervous when thinking about creating my video as well as locating the appropriate footage to tell my story. However, in each class, we were taught how to use the editing software on a basic level which is enough to produce a well-structured video.

Analysis: Whenever I would feel lost or stuck I would always revisit my lecture notes or look up tutorials on YouTube, because of this I managed to find it easier to navigate the software and understand which tools are best fit for certain edits.

Conclusion: through each lecture and YouTube videos, I was able to get used to Premiere Pro and whenever I felt stuck, I knew how to find a solution based on what I learned in class and through online video tutorials. Therefore, I did not feel as nervous because knew how to navigate the software which made it easier to structure my video.

Action Plan: I made sure that I was receiving constant feedback on my video so that the story makes sense as well as the structure, I also made sure to get feedback from my peers in order to gain a different perspective, this helped me a lot because I was getting professional feedback as well as feedback from the 'eyes of the consumer'.

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•	Celine (2022) Coat with pure collar in Double Face Cashmere, CELINE. CELINE. Available at: https://www.celine.com/en-gb/celine-shop-women/new-collection-%E2%80%93-dans-paris/ (Accessed: October 25, 2022). • 	D'Aprile, D. (2022) Fintech Week 2022: Alessandro Sartori, the creative director of Zegna, L'Officiel USA. L'Officiel. Available at: https://www.lofficielusa.com/fashion/fintech-week-2022-alessandro-sartori-creative-director-zegna (Accessed: November 1, 2022). •	Haute History (2022) The history of celine: A timeline, Haute History. Haute History. Available at: http://www.hautehistory.co.uk/celine-timeline/house-histories-the-celine-timeline (Accessed: October 25, 2022). •	Joel & Son (2022) The history of Ermenegildo Zegna: High end luxury fabrics: Joel & son, High End Luxury Fabrics | Joel & Son | Joel & Son Fabrics. Magento2 Store. Available at: https://www.joelandsonfabrics.com/men/the-memo/history/the-history-of-ermenegildo-zegna (Accessed: October 25, 2022). •	LVMH (2022) Celine, high-end ready-to-wear, shoes - fashion & Leather Goods, LVMH. LVMH. Available at: https://www.lvmh.com/houses/fashion-leather-goods/celine/ (Accessed: October 25, 2022). •	McCartney, S. (2022) About stella, About Stella McCartney. Stella McCartney. Available at: https://www.stellamccartney.com/gb/en/stellas-world/about-stella-mccartney.html (Accessed: October 25, 2022).•	Zegna (2022) The story of the Brand, Zegna. Zegna. Available at: https://www.zegna.com/ww-en/group-story/ (Accessed: October 25, 2022). •	Zegna (2022) Ski wear and outerwear for man - outdoor collection, Zegna. Zegna. Available at: https://www.zegna.com/uk-en/outdoor-capsule/?pageNumber=2&sort=priceAsc (Accessed: November 1, 2022). 

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•	Celine (2022) Coat with pure collar in Double Face Cashmere, CELINE. CELINE. Available at: https://www.celine.com/en-gb/celine-shop-women/new-collection-%E2%80%93-dans-paris/ (Accessed: October 25, 2022). • 	D'Aprile, D. (2022) Fintech Week 2022: Alessandro Sartori, the creative director of Zegna, L'Officiel USA. L'Officiel. Available at: https://www.lofficielusa.com/fashion/fintech-week-2022-alessandro-sartori-creative-director-zegna (Accessed: November 1, 2022). •	Haute History (2022) The history of celine: A timeline, Haute History. Haute History. Available at: http://www.hautehistory.co.uk/celine-timeline/house-histories-the-celine-timeline (Accessed: October 25, 2022). •	Joel & Son (2022) The history of Ermenegildo Zegna: High end luxury fabrics: Joel & son, High End Luxury Fabrics | Joel & Son | Joel & Son Fabrics. Magento2 Store. Available at: https://www.joelandsonfabrics.com/men/the-memo/history/the-history-of-ermenegildo-zegna (Accessed: October 25, 2022). •	LVMH (2022) Celine, high-end ready-to-wear, shoes - fashion & Leather Goods, LVMH. LVMH. Available at: https://www.lvmh.com/houses/fashion-leather-goods/celine/ (Accessed: October 25, 2022). •	McCartney, S. (2022) About stella, About Stella McCartney. Stella McCartney. Available at: https://www.stellamccartney.com/gb/en/stellas-world/about-stella-mccartney.html (Accessed: October 25, 2022).•	Zegna (2022) The story of the Brand, Zegna. Zegna. Available at: https://www.zegna.com/ww-en/group-story/ (Accessed: October 25, 2022). •	Zegna (2022) Ski wear and outerwear for man - outdoor collection, Zegna. Zegna. Available at: https://www.zegna.com/uk-en/outdoor-capsule/?pageNumber=2&sort=priceAsc (Accessed: November 1, 2022). 

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List of Brand Objectives for current campaign

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The objectives are reflected in the RACE & AIDA models.

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Augmented reality and virtual reality revolutionize rusiness transformation in digital marketing tech industry analysts and visionaries during Coronavirus (COVID 19)

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Augmented reality and virtual reality revolutionize rusiness transformation in digital marketing tech industry analysts and visionaries during Coronavirus (COVID 19)

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Virtual fitting room technology in fashion design - ProQuest

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Explore millions of resources from scholarly journals, books, newspapers, videos and more, on the ProQuest Platform.

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Taxonomy is the new fashion-tech essential

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The challenge of search and recommending products online is increasingly being solved with data science as e-tailers compete on personalisation.

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- Average users spend 30 minutes a day on the platform.
- The UK has 28.8 million active Instagram users making the country 9th for country usage.
- Most users are between 18-24(22.9%) years old or 25 to 34 years old (30.9%)
- 51.6% of instagram users are male, worldwide while 48.4% are female.

- in the United Kingdom, a quarter of the male population is on Instagram, and almost 30% are female.

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- 61% of users are female in the United states.
- The majority of users are on IOS devices, about 30 million compared to Androids 14 million.
- 63% of successful Tik Tok ads communicate their message clearly.
- Influencers in the US see an engagement rate of 18%-especially for Micro-influencers.

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Overall, the production of the video could have been better as in to include more features that the AR mirror would have such as; customers being able to reserve the items they want and purchase them at a later date as well as showcase Jorja Smith and Zendaya using the features more and getting their own reactions from it just so that the visuals tell more of the story as well.

However, in terms of marketing the campaign towards generation z, they would definitely become aware of Max Mara as a brand itself, as well as the innovation purposed to them to indicate that the brand is standing out in the market, by targeting popular social platforms such as Instagram and Tik Tok- as the target audience operated most on those platforms.

However, my time management and organisation could have been better because I only asked for feedback once the weeks concluded rather than asking for feedback on a weekly basis. Because once the next week started there were times when I was still working on sections that I finished last week so at times during the project I would back-track my progress in order to get correct a section.

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Media Calendar-Max Mara (3 months-12 weeks)

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Media Calendar-Max Mara (3 months-12 weeks)

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Media Calendar-Max Mara (3 months-12 weeks)

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Media Calendar-Max Mara (3 months-12 weeks)

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Istagram and TIK TOK will be the main social platfroms to advertise the campaign and the AR mirror. The majority of our target audience use these platforms everyday and it is part of their personal life, therefore this will be easy to reach them.

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Offline channel types will include billboards, buses, and posters displayed around the city to raise awareness among the public because not everyone is going to find out about the campaign through social media.

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The announcement of The AR Mirror as well as the brand ambassadors (Jorja Smith & Zendaya)

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Promotional Video displayed on Instagram