Final Project about Chanel PDF

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Final Group project where you need to create an event. Chanel Fashion show
Lanie Goodman, Skema BS...

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COCO NEI GE FASHION SHOW COURCHEVEL

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INTRODUCTION...................................3 CATWALK EVENTS AGENCY .........................................3 CHANEL HISTORY ........................................................5 COCO NEIGE FASHION SHOW......................................5

EXECUTIVE SUMMARY AND GOALS.......6 SUMMARY ...................................................................6 GOALS ........................................................................7

COMMUNICATION STRATEGY...............8 USE OF SOCIAL MEDIA AND OTHERS...........................8 PRIVATE INVITATION DESIGN........................................9 SAVE-THE-DATE INVITATION MEDIA............................10 SAMPLE INVITATION LETTER......................................11 EMAIL “THANK YOU FOR COMING”.............................12 PRESS RELEASE.........................................................13

CROSS-BRAND STRATEGY..................14 PARTNERS AND OTHERS SPONSORS..........................14

ENTERTAINMENT, GUESTS, MUSIC......15 PROBLEMS AND RISKS......................16 BUDGET...........................................17 CONCLUSION....................................18

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INTRODUCTION CATWALK EVENTS AGENCY Catwalk Events is an event company founded in 2002 by five students from SKEMA Business School: Romain Boudaroua, Louna Cohendet, Juliette Padovan, Romane Pelaprat and Loic Salaun. Our school formed us in a way that allowed us to develop and implement our business skills in the practice. Since the beginning of our studies, we used our time wisely, and studying event management classes opened our minds to business events importance. Moreover, next to the time we spent studying, we had time to also develop our relations with some businesses in Paris that needed our help and trusted us for their professional events. It allowed us to gain notoriety quickly. All of us five are very united and focus on our goals. As we are a luxury event and communication agency, Catwalk Events organizes the fashion shows of many luxury and Haute Couture brands in Paris and France mainly. Nevertheless, we also organized some Croisière Fashion Shows around the world. Despite fashion shows, our agency takes care about many fashion events, as pop-up stores, openings and so on.

Juliette padovan Sponsorships manager

LOIC SALAUN PUBLIC RELATIONS MANAGER

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Romane pelaprat MARKETING manager

LOUNA COHENDET CHIEF FINANCIAL OFFICER

ROMAIN BOUDAROUA COMMUNICATION MANAGER

CHANEL HISTORY In 1909, the first millinery shop “The House of Chanel” opened thanks to Gabrielle Chanel and the business man Etienne Balsan. The year after she opened “Chanel Modes”, 21 rue Cambon, Paris. During the First World War, Gabrielle opened a large dress shop at 31 rue Cambon, where today are the headquarters. Coco Chanel began to become known in the fashion world thank some fashion magazines. Then, the following years expanded continually her renowned, the creation of the Chanel suit, the first perfume No. 5 (most famous and sold perfume nowadays). After a complicated period due to the Second World War, Chanel is back in 1954 and became again with Christian Dior and Balenciaga very influent. In 1978, Chanel launched the first ready-to-wear collection with many accessories distributed worldwide. Karl Largerfeld takes control of the brand as chief designer in 1983 and bring the brand into today. During the following years, Chanel continued to expand around the world becoming the most profitable French fashion house.

COCO NEIGE FASHION SHOW Over time the number of runways increased considerably that is why today each year, Chanel has several numbers of fashion shows organized. There are two Haute Couture, two Ready-to-wear, one Pre-fall and one Croisière Fashion Show. This represents 6 shows a year, but this year they decided to add another one. In May 2018, Chanel has presented his first Coco Neige Collection Fall/Winter 2018/2019 dedicated to winter sports. Margot Robbie (Ambassador of Coco Neige) was photographed by Karl Lagerfeld in the Ski Resort Courchevel. That is why, Chanel decided to organize its first fashion show in the

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EXECUTIVE SUMMARY AND GOALS SUMMARY With the considerable success of the first Coco Neige Collection, this year Chanel asked our company to imagine a runway presenting the second Collection. It was obvious to choose Courchevel to do the show, the Ski Resort is emblematic and known worldwide. In addition, each year Chanel opens a pop store during winter season in the building ISBA. In May 2018, Karl Lagerfeld imagined a collection dedicated only to the winter sports, with its big success he decided this year to break with the traditional codes with the six annually fashion shows and he added a new one. The runway will take place at the beginning of the slopes, on the Croisette, at Courchevel 1850. The show is scheduled the Saturday after the station closing, on the 30 th in March 2019. Between two and three hundreds attendees will be invited including Chanel muses, the fashion press, influent people in the fashion domain and some regulars. Chanel does not need really big sponsor, they are sponsor themselves, however, as a buffet and a bar will be available, the caterer Le Nôtre and the producer Laurent Perrier will sponsorship our event. The show is only accessible with an invitation even though it will be on live on social media however, nobody can attend the runway without the invitation card As an entertainment, the place where the fashion show will take place will open two hours before the beginning of the show. The caterer Le Notre will be there to offer a finger buffet with little appetizers, and Laurent Perrier offering some champagne for the people to gather. It will be a time for them to discuss, take pictures or record videos with professional photographers, and socialize with other people and VIPs present at the event. After the fashion show, people can remain in the area to keep enjoy the buffet and the drinks. 7

As some of the guests may come from far, we had the opportunity to make a partnership with the Hotel Barrière of Courchevel and the Mercure Hotel, that will allow and offer the guests invited to the fashion show to beneficiate from a discount for a one-night stay in these hotels.

GOALS The purpose of this fashion show is to introduce a new kind of runways, it exists already different way to launch a collection in the fashion world. There are already Haute Couture, Spring/Summer, Fall/Winter, Pre-Fall and Croisière Fashion shows existing that is six per year. However, in May, Lagerfeld wanted to improve again and created something new, he decided to create a collection only for winter sports. As good as this idea was, to continue in the Chanel mind, an original and innovated runway became obvious as he decided to create a second collection. This event that will be diffused everywhere in the world will be the occasion to attract people who have not heard about the first collection Coco Neige and that will maybe try these new products. It will be also an occasion for the brand to increase his customers loyalty and reach other potential customers that were not first interested in Chanel fashion shows. This event is not only a way to show the new collection but also to organize something special, that nobody has ever seen before. It is like a new challenge for the brand, to show to Chanel competitors that the luxury brand can be very creative, unforeseeable and innovative.

COMMUNICATION STRATEGY USE OF SOCIAL MEDIA AND OTHERS Chanel is a world wild known brand that does not really need a lot of promotion to promote itself. However, the big event that is the Coco Neige Fashion Show is a private event that is open only to people that received an invitation. We are contacting the guests through emails and mail post, they will receive their private invitation, personally addressed with their name and seats on it. To attract core clients, we are also going to use social medias such as Instagram, Facebook, and Snapchat, through fashion models and Chanel muses’ accounts, that will communicate about the event and promote it. On the Chanel Facebook page the event will be discuss in order to hold people’s attention and communicate some details about it. This will create a suspense atmosphere that will give guests the envy to assist to the event. Finally, this event will be live broadcasted on Chanel Instagram account and on Chanel website for all the people that could not assist the fashion or did not received any invitation, which is another opportunity for the promotion of this event.

PRIVATE INVITATION DESIGN

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SAVE-THE-DATE INVITATION MEDIA

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SAMPLE INVITATION LETTER

31 rue Cambon, 75001 Paris, France https://www.chanel.com

20th December 2018

Dear ………………………….………

We have the pleasure to invite you to Chanel Coco Neige Fashion Show on March 30th, 2019 at 12:00 pm.

The first Coco Neige collection worked very well and was very appreciated, it is why we want to mark the occasion in organizing a special event for the launching of the new collection. This year, we have decided to organize the first fashion show of the world in a ski station. We will present you our Coco Neige collection 2019/2020 in Courchevel 1850, a beautiful and chic ski station in France.

The Fashion show will begin at 12:00pm, however, you are invited to come from 11:00 am to enjoy cocktails, champagne, and some appetizers. A professional photographer will be here to record all of your memories. Accommodations will be available for you in the hotel Mercure if you need.

You seat during the show will be ………………..

We are anticipating to have between 200 and 300 people in attendance for Coco Neige Fashion Show and are expecting you to be one of them! Please remember to RSVP before February 10th, 2019 and inform us if you need a room.

We are looking forward to see you.

Sincerely yours.

Kathrin Schurrer Communication Manager Chanel

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EMAIL “THANK YOU FOR COMING”

Object: Thank you for coming Chanel Coco Neige Fashion Show 2019/2020 Catwalk Event Rue de la Croisette, 73120 Saint Bon Tarentaise, Courchevel, France

We are more than thankful that you have attended the « Coco Neige Fashion Show 2019/2020 ». We understand you have a busy schedule, that’s why we appreciated you took the time to come to Courchevel to attend the event. We hope you had a great time and you enjoyed the event. You will find in the attached file, pictures from the event that will remind you good memories! Looking forward to see you at our next event! Thank you Catwalk Event www.catwalkevent.com +33 (06) 27187752

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PRESS RELEASE

PRESS RELEASE FOR IMMEDIATE RELEASE Paris, 18 March 2019 Chanel, the prestigious “haute couture” brand, is honored to announce its Coco Neige Fashion Show 2019/2020. In the succession of its latest fashion shows that were very originals, the luxury brand has decided to make its new show in the wonderful ski station of Courchevel. The Chanel’s artistic Director, Karl Lagerfeld will be proud to present you his new Coco Neige Collection 2019/2020. The show will take place Rue de la Croisette, 73120 Saint Bon Tarentaise, Courchevel, France, the 30th in March in 2019 and it will begin at 12:00pm.

Reserved seating will be assigned and with an agreement with the Courchevel Airport, guests will be able to come easily and a taxi service from the airport to the show will be available. You will be invited to come one hour before to discover a buffet provided by the prestigious caterer Le Nôtre composed with canapes, verrines, cakes, crudities and so on. Moreover, guests will be welcomed with a cocktail and with our sponsor Laurent Perrier, they could taste the new vintage. Then, the show will begin at noon. At the end, even though the ski station will be closed, some slopes will be open only for you until the end of the day.

Catwalk Events Luxury event and communication agency, located in Paris, founded in 2002. Catwalk Events organizes the fashion shows of many luxury and Haute Couture brands in Paris and France mainly. Nevertheless, we also organized some Croisière Fashion Shows around the world. Despite fashion shows, our agency takes care about many fashion events, as pop-up stores, openings and so on.

RSVP or for additional information, please contact: Romain Boudaroua Worldwide Communications Director Event Designs Agency Email: [email protected] Cell: (+33) 6 35 17 92 27 Fax: (+33) 4 93 26 17 93

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Follow us on : Instagram : @catwalvevents Facebook : CatWalk Events Twitter : @catwalkevents

CROSS-BRAND STRATEGY PARTNERS AND OTHERS SPONSORS This event would take please in the city of Courchevel, in the ski station and would be a great place for organizing this event because Courchevel is worldly known, and some other famous shows already happened there such as the feminine Olympics games, the firework festival, and many more, that allowed Courchevel to be seen world wild by many different people. It would be a great opportunity for the ski station to receive the Coco Neige Fashion Show because it would be a huge spotlight for it. Furthermore, for Chanel, the French ski station would allow the show to reach and to be seen by many people. Courchevel also embodies the French touch and distinguish itself from another random ski station. We have contacted other sponsors such as Le Notre caterer that would be in charge of the buffet. This would allow us to promote the event through this famous caterer, but also thanks to the brand Laurent Perrier that will also be part of the event with their champagne and drinks for our guests. Furthermore, as our guests would come from far places, we had to find them places to stay for the night if they wanted to do so. This is the reason why we have decided to collaborate with the Hotel Barrière of Courchevel and with the Hotel Mercure, that both agreed on advertising this incredible event in exchange of hosting the guests of this event. Some prices were negotiated for people to enjoy this incredible experience to its maximum. These cross-brand sponsorships are for us an amazing occasion because those brands will be able to promote their activity all along our event will entertaining our guests and offering them the chance to create incredible memories.

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ENTERTAINMENT, GUESTS, MUSIC The event will begin at 11:00 am. Guests will be welcomed with a cocktail or a glass of champagne and some appetizers. Before the beginning of the show, the attendees could spend some time between brand ambassadors and influencers to talk to each other in a beautiful place, with a nice atmosphere. We will organize a place for photographers to take some photos with a sponsor’s wall in order to allow journalists and celebrities to have good time and be photographed. For this event we has planned to invite the famous DJ Kungs to entertain the fashion show. We agreed with Chanel not only to invite Kungs because he is one of the biggest DJ in the world nowadays but also because his music is joyful and dynamic, in line with the brand. During the Coco Neige Fashion Show, all the brand ambassadors’ people who have an some influences in fashion industry will be present. We can list some of them such as Pharrell Williams, Penelope Cruz, Lily Rose Depp, Kendall Jenner, Keira Knightley Willow Smith, Kristen Stewart, Diane Kruger, Vanessa Paradis, Gigi and Bella Hadid, Cara Delevingne, Margot Robbie (Ambassador Coco Neige I), Gisele Bundchen, Nicole Kidman, Audrey Tautou, Gaspard Ulliel, Brad Pitt… Then we also thought about people that have to be there because they are iconic and most influent people around the world as Kate Moss, Naomi Campbell, Carla Bruni, Heidi Klum, Isabelle Hupert, Jessica Chastain, Usher, Thylane Blondeau, Laetitia Casta, Lily Allen, Cindy Bruna, Lottie Moss, Soko, Kaia Gerber, Cindy Crawford, Monica Belluci, Blake Lively, Marine Vatch, Ines de la Fressange, Caroline de Maigret, Aleksandra Woroniecka. Moreover, the most famous journalist and editor-in-chief of fashion magazines will also be present such as Carine Roitefeld, Anna Wintour, Anna Dello Russo, Emmanuelle Alt, and many others. Karl Lagerfeld, the artistic director of the brand will open the ceremony with all the brand ambassadors. Chanel has also decided to invite the most famous influencers of the brand due to the importance of social medias in our society. It will be a way for the brand to thank influencers and to promote the event in live. Concerning the other guests, the brand has decided to invite many different kinds of people such as professional athletes, actors, artists and singers. 17

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PROBLEMS AND RISKS Concerning the risks, we can be afraid of the weather. Indeed, in March we cannot be 100% sure to have sun. It is possible to have rain, wind, or even snow. It is why we have planned a glass marquee in case of bad weather. We will look to the weather and start assembling the marquee 2 days before if the weather is not good. Other risks that we can face are technological risks such as problems with the lights or with the music. It is why we will have professionals who can solve these problems on site. We also need to have spare equipment in case of disfunction of installed equipment. One important risk is also to have bad photos. Therefore, before the parade, we will test the lights, do some photo essays on a manikin and we will look at the brightness and the colors. Photographs will be able to come earlier to do all these tests. Moreover, another risk is that some people do not want to come. So, we need to make a good promotion, great invitations, great press release, great save the date, and to give all information needed to everyone to be sure to have all our attendees. Indeed, we thought to some facilities with transportation and housing to avoid this issue. We can also meet problems with the flights. So, we need to provide relief solutions to allow everyone to go to the parade. We will have a special team that will analyze every possible flight for each guest. Another risk can be that guests do not like their seats, or that seats are not well appropriate according to the types of people. However, we are not afraid of that because it will be Chanel which will take care about the positions. We can also be afraid that people do not like the accommodations. That is why, we choose great ones according with the house Chanel so attendees will be familiar with those. People can do not like the food and the drinks. Therefore, we will propose different kind of food and drinks and we choose one of the best caterers a

BUDGET The budget for this runway is more or less simple, as we organize an event for another company, we do not need to calculate all the costs since many are taken over by Chanel. Nevertheless, we need to provide a podium for the stage and a construction for the backstage. We planned a budget of 30,000 euros for this, a company will come and install everything. In addition, even though it will be during the day, we need some lights and sounds with an average cost of 3,000 euros. To continue, as it will be in the mountains, it may rain or snow so we thought about a construction making of glass at the price of 15,000 euros but this price is hypothetical in case of a sunny day. A huge number of security agents is mandatory for an event with this kind of venue, we planned over 40 agents with a cost of 20,000 euros. As the airport is a bit far from the show, we planned a taxi service with five cars which will come from the station to the airport at a cost of 2,500 euros. Kungs, a very influent DJ, will come to mix during the runway, the fees are approximatively around 30,000 euros. And the last costs but not least are the pro...