【正文】 acement High fashion look高級時裝看起來 Full shape body model全部形狀人體模型 Body shape revealed: curved lines should not be hidden 形體透露 :彎每行應該不被隱藏Metaphor: dominance, power of the portrayed women 隱喻 :優(yōu)勢 ,描繪的力量的女人Periperal cue: released sexuality , element of surprize 釋放性 慾 、 令人驚訝的 元素 Ad format 格式化 Ad placement 布局 Ad tonality 色調(diào) Advertising Creative, Production amp。 Placement Ad format格式 Ad placement布局 Ad tonality 色調(diào) Curvy is the new black 曲線就是黑色 Double page spread 傳播雙頁 Minimum copy 最低復制 Zara logo 標志 Advertising Creative, Production amp。 Placement Ad format 格式 Ad placement布局 High fashion monthly magazines: Vogue, Marie Claire, Harper’s Bazaar每月時裝雜志 :時尚 ,瑪麗克萊兒 ,《 時尚芭莎 Fashion monthly magazines: Glamour, InStyle, Joy, Petra時尚雜志 :魅力 ,每月 )、歡樂、佩特拉 Independent magazines: WAD, Pool獨立的雜志 :,游泳池 Ad tonality 色調(diào) Curvy is the new black by ZARA 線下運動 Belowtheline Campaign Brand COM PR Inter Event CSR: design petition for fashion students 時裝設(shè)計大賽”的學生 Possible media cooperation with reality shows such as Project Runway 與 媒體合作 做一個 可能的實 現(xiàn)的 節(jié)目 Goal: promote inclusiveness and individualism 目的 :促進 包容性 和個人主義 Belowtheline Campaign Brand COM PR Inter Event Efficient product placement in magazines雜志 的 高效的 置入性行銷 Editorial coverage without advertising expense內(nèi)容報道沒有廣告費用 Goal: make a sincere proposition to the REAL woman, use the journalist as an expert source to build brand trust 目標 :做出真誠”真正的女子 ,作為一名專家源打造品牌的信賴 Tool: PR lookbookl 公關(guān)工具 PR Lookbook PR Lookbook PR Lookbook Belowtheline Campaign Brand COM PR Inter Event Use the website as a main munication channel 使用網(wǎng) 站是主要的交流渠道 Feature the CSR initiative to build awareness Feature viral videos 企業(yè)社會責任故事片 Include advices on different body shapes and product cuts 身體不同形狀建議和產(chǎn)品的削減 Use the online munities to reach the hip, young, tech savvy women 使用線 上溝通使用時尚的 ,年輕的 ,熟悉技術(shù)的女性員工 Belowtheline Campaign Brand COM PR Inter Event line launch event in 3 key stores in Europe: Madrid, Milan, and London在歐州三大重點門市 馬德里 米蘭倫敦 Theme: Zara celebrates diversity with a new line不同的故事主題在新的路線 Goal: offer the real experience of the brand and what it stands for 目標 :為品牌的實際工作經(jīng)驗 ,它代表什么 Integrated Marketing Communication Strategy Customerfocused Place Price Product Promotion Holistic approach 產(chǎn)品 價錢 促銷 位置 客戶焦點 Pricing Strategy The new line is more inclusive, and not exclusive: Follow the brand pricing strategies 在品牌訂價策略 新的路線有包含很多及非獨有性 Affordable prices, good quality 實惠的價格 ,優(yōu)良的品質(zhì) No deviation from what Zara is as brand: consistency across lines Zara是一個品牌無傭置移 是一致性的 Integrated Marketing Communication Strategy Customerfocused Place Price Product Promotion Holistic approach 產(chǎn)品 價錢 促銷 位置 客戶焦點 分配戰(zhàn)略 Distribution Strategy The store as an important munication channel 商店作為一種重要的傳輸通道 Consistent and strong store image, high store loyalty 一致和強大的商店形象、高商店的忠誠 Point of interaction with the clients: store staff gathering important feedback, taking the pulse of the market 銷售 點交互影響的客戶 :店員工收集重要的反饋 ,以脈沖的市場份額 Store atmosphere店面環(huán)境 Zara typical store layout, wide open spaces典型的店面布局 ,廣闊的空間 Create enjoyment of shopping in the store(positive emotions |fortable feeling | impulse buying | spending more than planned)創(chuàng)造享受購物的商店 (積極情緒 舒適的感覺 |沖動購物 |支出超過計劃 Line having its own section in the store, consistent with current store space distribution線有其自己的部分在商店里 ,符合現(xiàn)行貯存空間分布 執(zhí)行與評估 IMPLEMENTATION AND EVALUATION 4 實現(xiàn)路線圖 Implementation Roadmap Jan Feb Mar April May June July Aug Sept Oct Nov Dec Website 網(wǎng)站Development開發(fā) PR Toolkit 公關(guān)production生產(chǎn) Campaign活動 production Product launch /Event產(chǎn)品發(fā)布 Interactive 互動 launch投入市場 Ad campaign廣動 Media 媒體cooperation合作 PR support公關(guān)支持 Evaluation評估 Thank you for your attention! 感謝 [您的注意