Module 4

COMMUNICATION IDENTITY &

DIGITAL CHALLENGE:

Additional Topics

1.  Masstige: What Other Sectors Can Learn from Fashion Industries?

2.  Digital Challenge: Transmedia Storytelling

3.  Interview with Tomaso Galli

4.  Interview with Andreina Longhi

M4 - Content Communication Identity &

Digital Challenge

Masstige: a Definition

The word is a portmanteau of the words mass and prestige and has been described as prestige for the masses The term was used for the first time by Michael Silverstein and Neil Fiske in their book Trading Up: The New American Luxury, Penguin, 2003. Masstige can be defined as: > A retail category that includes brands and products that have high-end, prestigious characteristics but with prices and locations that make them accessible to a mass consumer audience. > The blurring of distinction between the prestige and mass end of the market across many elements of the marketing mix. > A fashion statement that mixes both mass-produced and prestigious clothes.

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Masstige

Masstige: a Definition Today there is a huge opportunity for creating a new market segment that gives goods to consumers and the opportunity and apply their products the luxury and fashion treatment to companies. This new offer is possible because customers are more sophisticated and open minded.

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Masstige

Masstige: Consumer Consumption Drivers Selective Extravagance defines an individual consumer who displays consumer behavior that sometimes moves up, trading up, and sometimes down, trading down Such behavior is ever more common in the middle-to-high market range. The phenomenon is also known as rocketing: spending large sums of money, beyond one’s income level, on a few important and expensive luxury items, and penny pinching on everything else, compensating with private label brands and discount products By comparison, mix and match brings together luxury and mass market consumption with an overriding aesthetic perspective An individual’s search for trendy clothes runs the gamut of high and low brands and products

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Masstige

Masstige: the Fantasy Bra of Victoria’s Secret

Victoria’s Secret is a very successful underwear brand and one of the best example of masstige The brand was able to create a very emotional engagement through: > The yearly fashion show, that is really a spectacular show > The Victoria’s angels are the best top models of the world > Celebrities are invited to the show > Very few products are shown along the catwalk, the most important role is taken by Fantasy Bra, a limited edition created to create a lot of buzz In 2013 the Victoria’s Secret Royal Fantasy Bra was valued at $10 million Is the Fantasy Bra an indicator of economic or market trends? Look at the Pinterest board where there is “Boom and Bust: Tracking Fantasy Bra price against the S&P 500”

6 2013 Fashion Show| https://www.youtube.com/watch?v=AAIR7bLMs0Q 2012 Fashion Show | http://www.youtube.com/watch?v=yL9i5OXUhg4

Masstige

Masstige Communication

Communication is the most important driver for bringing mass market into prestige. Masstige brands compete primarily through communication: > Elevating product status with the signature of designers and celebrities > Choosing top models for testimonials in advertising campaigns > Creating artificially, limited editions > Occupying high-traffic locations > Investing in huge retail space as a sign of visibility

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Masstige

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See this video about Karl Lagerfeld H&M Commercial https://www.youtube.com/watch?list=PLjkwm7CRfSf4oFGJ_fqFOHSkYkHuK5NlV&v=9NYGtjVXcmw

Masstige in Fashion

Mass market brands can explore the concept of limited edition. In 2004 H&M lunched a limited edition designed by Karl Lagerfeld with very affordable prices This partnership has been very beneficial for H&M because it helps to enhance the perceived perception of the retailers. This opportunity also had a positive return for the designer, as Karl Lagerfeld increased his fame among young generations. Capsule collections with fast fashion retailers are a way for luxury and designer brands to educate the younger generation about their stylistic codes. After Karl Lagerfeld, other important designers lunched their special collection for H&M such as Versace, Maison Martin Margiela, Stella McCartney, Commes des Garçons, Roberto Cavalli, Jimmy Choo, Sonia Rykiel, Marni, Isabel Marant, Lanvin, Matthew Williamson, Alexander Wang, Viktor & Rolf

Masstige

Boundaries of Masstige

Mass market companies can leverage on some elements of the marketing mix. However masstige brands are not luxury because they offer a “mass” experience, one which is not unique. The product cannot be bespoke, you cannot have the best raw materials, the best design, the made in, … otherwise your price won’t to be affordable anymore. Masstige brands can achieve differentiation by focusing on a single feature, but they can not afford to offer a luxury system, to act on all fronts simultaneously.

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Masstige

Focus Group

With Bocconi International Students

Digital Challenge

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Focus Group: Traditional VS New Media Will printed magazines survive? If so, how?

Speaking about fashion blogging, read what Franca Sozzani wrote on her blog: "There are many questions about the invasion of fashion bloggers. Why are they so credited? Why do they sit in front row? […] Do we need all these bloggers? They don't offer an opinion but only talk about themselves, take their own pictures wearing absurd outfits. What's the point?” What do you think about? Are bloggers just "posers" or could they also be experts? Have they really changed fashion’s approach? If so, how?”

Digital Challenge

11 Source | http://www.vogue.it/en/magazine/editor-s-blog/2011/01/january-28th

   

Focus Group: Presence of Luxury Brands on Social Media Is there any difference between the tone of voice and the content that a luxury or a mass-market brand should have? > Social media is a democratic forum at heart. It gives everyone a sense of belonging, of having a voice in the conversation. > While this makes it appealing for brands that focus on mass-market, it poses a different set of challenges for brands that have built a sense of exclusivity. > Social media can create reputational issues, becoming a brand exposed to everyone's attack. What is worse is that they can make the brand’s allure less aspirational: > “Do we still want to enter in a club if everyone gets access?” > “Do we really expect and wish to have a conversation with Karl Lagerfeld and Miuccia Prada?”

Digital Challenge

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The Dream Factor: How “Innovatively” We understand with our students that engagement is key: > Social media is fundamental to open a dialogue with customers. > Digital presence helps increase offline engagement. The new trends are: > Social media & mobile marketing > Videos & editorial content > User-generated content > Bloggers

“You need mind share if you want market share, and in order to have market share, you have to engage”

Angela Ahrendts, former CEO, Burberry and now Senior Vice President, Apple Retail

Digital Challenge

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Transmedia Storytelling

“Represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story” Transmedia Storytelling 101, Confessions of an Aca-Fan, the official blog of Henry Jenkins, March 2007 It is based on the one hand on the proliferation of new media such as internet, mobile, apps, social media, gaming,… and on the other one on the engagement of customer that has to play a role in the story With transmedia storytelling the user becomes a co-creator to the narrative, not just its consumer.

Digital Challenge

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Best practice example is Burberry. Watch Burberry’s Social Enterprise Story: http://www.youtube.com/watch?v=mj_NQvLgDs4

Communication Advisor Interview with Tomaso Galli, Strategic Advisor in Communication

About

> Difference between corporate and brand communication

> Organization: who does what in advertising, events and celebrity management

> Role of the press office

> The future of digital media

Interview with Tomaso Galli

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Attila & Co.

Fashion Communication Agency

Interview with Andreina Longhi,

Owner and CEO

About

> How she sees the future of fashion communication

> What are the new trends going to be?

Interview with Attila & Co.

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