The luxury consumer journey can be analysed through different steps from; 1. Developing awareness 2. Discovery 3. Raising interest 4. Evaluation 5. Purchase decision, 6. Transaction, 7. Engagement 8. Loyalty. This PowerPoint wil guide you through the journey, exploring the retail Omni channels of Givenchy . In this presentation I have focused on Givenchy RTW luxury apparel Givenchy also has an expansive network of cosmetics and spa’s.
Table of Content Stores Visited 4 Maison and History 5 Maison Current 6 DNA & Codes 7 Q1 8 &9 Website 10 E-store 11 Phone app 12 Social Media 13 You tube 14 &15 Instagram 16 Online touchpoints 17 & 18 Q2 19 Q3 20 & 21 Q4 22 Q5 23 & 24 Q6 25, 26, 27, 28 Q7 29 Q8 30 & 31 Q9 32 Q10 33,34,35,36 Q11 37 Conclusion 38 Recommendations 39 References 40
Stores Visited Givenchy 36 Avenue Montaigne 75008 Paris 28 Rue du Faubourg Saint-Honoré, 75008 Paris Department Stores Le Bon Marche: 24 Rue de Servres ,75007 Paris Printemps: 64 Boulevard Haussmann, 75009 Paris Galeries Layfayette: 40 Boulevard Haussmann, 75009 Paris
Maison and History Born in 1927, Hubert James Taffin De Givenchy left his hometown of Beauvais when he was 17 to come to Paris. He worked in a number of luxury maisons, and eventual y worked with Christian Dior and Elsa Schiaparel i. At the age 24, Givenchy foresaw the notions of cool chic and luxury appealing to a wider audience and founded his own couture house in 1952. Little did he know at the time his creative ideas would be the key at the turn of the century, which in turn led to the immediate success of his first collection.
Maison Current In February 2005, Riccardo Tisci – an Italian designer in his late 20’s was appointed Givenchy’s Creative Director. Twisting the codes of the house, which were cool chic, sobriety, femininity and aristocratic elegance. Riccardo Tisci adds romanticism and sensuality, reworking the colour palette of white and black, beige and nude with accents of bright hues, metal, sheen, animal and floral print, he creates a silhouette combining pure lines and a graphic structure. True to the house’s creative heritage and spirit, Riccardo brings the name of Givenchy into todays world while projecting it into the future. “I rewrote the codes of the house without erasing the past”.
DNA & CODES Stores Logo “Givenchy Paris”, Black and White, Gold Trimmings, Marble, Sleek, Modern and Minimalistic Collection codes Elegance, Refinement, Fantasy, Animals, spirituality, Metal craftsmanship, Urban Couture, Star Coding, Ambiguity, Floral, Dark Romanticism, Geometry
Awareness & Discovery Q1: Off-line and Online purchase channels available in/from Paris. • Own branded retail stores ; 6 in total: 2 haute couture, 1 leather, 1 perfume, 2 RTW • 2 linked websites. One is dedicated to fashion and accessories, and the other fragrance, beauty and spa • Department stores (Off-line & On-line) Le Bon Marche, Printemps, Galeries Lafayette. Only off- line purchasing from Printemps and Galeries Lafayette. Bon Marche you can buy on-line however delivery only in France • Multi-brand retailers and specialty stores (Off-line & On-line) Luxury888, mytheresa.com, ssense.com • Airport and duty-free stores (Off-line & On-line) • Other wholesale partners (Off-line & On-line)
Q1: Cont. The runway collection is quite different to the instore pre-collections. Runway is about the dream factor, dedicated to press, celebrities and the who’s who, whilst in-store col ections are designed for and appeal to the everyday woman.
Website •Givenchy is a global brand, therefore they have a user friendly global site. The user taps in options ( region, country, language, col ection i.e. man or woman). •Clean aesthetic, simple and easy to navigate and understand. •Site appeals to both left and right side of the brain. Under “Maison” header there is a ful list of history and information regarding the brand. •Right side of brain headings are; campaigns, art, col aborations, stores. •The home page is a form of contemporary art, much like a social experiment. The graphic is interchangeable with each new season. •The website is creative, however incorporates a Givenchy Website complete history of the brand, from inception to modern day appealing to left side thinkers. •The site look: black and white, very sleek, modern, minimalist.
E-store •Online purchasing is only available via iTunes app’s on iPhone and iPad. You cannot access the e-store via a regular PC. •Givenchy partnered with “Net a Porter” to create and run the e-store operations. This partnership makes perfect sense, It is Net a Porter’s core competence, as they are a leader in luxury e-commerce. •Note* Having an individual phone application for the brand is not sustainable for the long term. Research shows todays consumers want everything at their fingertips and spread their purchasing across a number of brands. It is inefficient and inconceivable to think that each person would download each of their favourite branded sites onto their phone and shop individual y like this.
Phone App •The phone app mirrors the Givenchy website. It is sleek, utilising al the same codes. Giving a consistency and familiarity throughout the brand. •Tisci’s muse on the app is Donatel a Versace. This is an extremely bold move as Versace is one of his direct competitors. I believe this to be an innovative tactic. It shows an openness about the brand and a community spirit which is exactly what Tisci is trying to portray throughout many of his touchpoints. •The app is easy and convenient to scrol and purchase from. You can maximise picture size for better product visibility, prices are displayed, style codes, and at the bottom of the page you see is a large tab saying “purchase”. When pressed it moves the item into your cart and prompts you to continue shopping the col ection. •I discovered a glitch on the app. Once you have placed an item in your basket it does not al ow you to remove or cancel that item and remains in your basket forever and a day.
Social Media •Givenchy social media look and feel is very cool and of the moment. I believe they have created a cohesive and relevant link to the contemporary trends of social media and the youth generation, as far as a luxury house is concerned. •Givenchy encourages clients and fans to communicate with the brand through its various social media platforms. Featured on the website are the headings “ Keep In Touch” with simple click on links that direct you to the social media of your choice. –NEWSLETTER –FACEBOOK –TWITTER –YOUTUBE –INSTAGRAM
YouTube • Givenchy’s latest advertising campaign featured on YouTube is directed towards each of their various customer bases, covering each sector of their market. First you see Tisci’s “Urban Couture”, the young, super cool kids with tattoos and piercings wearing edgy clothes highlighting Givenchy’s “spirituality” codes. Next, the video features a more business/ professional style, displaying men and women in super sleek, stylish suits that are contemporary but not as fashion forward as the urban couture. The last part of the clip the viewer see’s the couture collection, featured on models just before they head onto the runway. • The advertising is very stylised. Throughout the campaign the models cite statements about love, emotion and religion.
Raising Interest and Engagement and Loyalty Instagram • Givenchy has two Instagram accounts; Givenchy Official and Givenchy International Community. Givenchy International Community is a fantastic concept and a way to reach out to the younger, tech savvy generation, creating a dialogue between the brand and its people. Givenchy International Communities Instagram site is much more edgier, featuring more street wear, rather than couture. The site is targeting this generation of cool kids, inevitably creating a brand loyalty and long term clientele.
Evaluation On-line Touch points •Givenchy has created various touch points on their site. Each link is directed to a different touch point and takes the consumer on a journey into the desired estate of mind and world of Givenchy. Givenchy are focused on pushing the image of the brand. Links are •INSPIRATION This link shows what inspired Tisci throughout his various col ections. •LOOKBOOK Self explanatory •GUESTS This link shows “who” is weaning Givenchy. Desired males and females of the community. •LOCATION Displays the destination and set design of the shoot. •AFTER PARTY Celebrities and the who’s who wearing Givenchy, reinforcing the dream factor. DEBBIE HARRY, NICKI MINAJ, JUNE AMBROSE, CIARA •FRONT ROW Fashions darlings and media.
On-line Touch points •Another feature and great example of the cohesiveness of their off- line to on-line channels is; beside each look in the col ection TOP IN JACQUARD there is a list of everything the model is SATIN wearing and the style codes. This feature REF 16U6028363 would be targeted towards buyers and stylists TROUSERS IN CADY STRETCH WITH for their celebrity clients. Givenchy provides DETACHED SATIN al the information so their clients have easy BANDS and up-to-date access to the brand and it’s REF 16U5001210 newness. Providing information such as this HEEL ANKLE BOOT would free up the brand's time to focus on IN BLACK CALF their core competencies rather than being LEATHER AND MESH inundated with questions regarding FABRIC REF BE08775116 col ections, etc.
Q2. Convenience of store locator on the brand website, if you are looking for a store on the brand website. •Store locator on the website is efficient and effective. It first asks you what country and then what city, then links you to a page with a list of al stores, privately owned stores and department stores. There is a list of each store including address and location on google maps. When you click on a store the next page goes into more detail regarding that store. Each store contains a legend that informs the customer what that particular store offers for sale. See below. •This is a great idea to help client awareness of which stores to seek out or avoid i.e. if you are not looking for fragrance or menswear. •The apps and sites al ow GPS to locate nearest off- line store quickly and easily.
Q3. Consistency of the different channels in terms of prices, product availability, brand image. Look of the stores • Each store utilised the same codes, even Stock the department stores. There may be • Stock was consistent throughout all slight variations within the department stores and department stores with stores, however you saw identical Bon Marche and Printemps offering chevron flooring, counters, colour sales items. Givenchy stores did not palette and merchandising in each store. advertise sales. The staff advise This kind of consistency helps the customer understand the codes of the you more style choices are held in brand, delivering the same touch points. the back if there is something in particular you are looking for. • The look, feel and consistency of the store is extremely important as is having continual newness of product for the customer.
Q3. Cont. Online •Givenchy on-line has slightly different and less stock than off-line. Instore has more choice, this is where the customer can experience the product. Perhaps the selection of merchandise on-line has more to do with the “best commercial sellers” or they want to entice the customer to shop both channels. •The on-line app displays the product
exceptionally well, offering various types of views and zoom capabilities. Under each product there is a list of all necessary product information, quick loading and a very straightforward and easy purchasing function. •The app is purely a sales tool, there is no look book, company history etc.
Q4. Presence of “click and collect” services: buy online, pick up & return in store. • No click and col ect on the Givenchy website. Other purchasing options • You are able to cal , email or text the store directly and ask them to reserve a product, then go and col ect it, however Givenchy does not outwardly advertise this service. You can shop this way in the department stores. • You are able to purchase products via telephone and pay by credit card. The store wil send the product, as long as the customer has a French address. • Bon Marche offers their own “click and col ect”, you order and they wil have it ready in a couple hours for you, they also provide three options of courier service.
Q5. Options offered in the off-line store by the sales associate if a product is not available: visibility of other store’s inventory, possibility to buy on-line, through mobile app while in the store, etc. • Whilst in store I sought out a particular style of bag cal ed the “Obsedia”. The style they had in store was not the one I wanted. I asked the sales associate if they had “matte black or plain black?”, she replied with a “no”, however said they wil definitely be getting one in, when that would be she could not tel me, nor was she able to look up any dates of inventory arriving in store. The SA opened up a lovely leather bound book and took my details, then provided me with her details, including her phone number and said she wil cal /text as soon as the bag comes in. She was apologetic and reassured me that the bag should be here within a couple of weeks. She then proceeded to show me other styles of bags in plain black, whilst stil encouraging me to rethink the original “Obsedia” bag she had in stock. **Note 6 week later and I have yet to hear from her. • The stores are merchandised beautiful y, product is displayed as presentation pieces, making the product the star. They encourage you to “ask” if you want something, as they have more options and sizing off the shop floor. • When searching for the “Obsedia” bag on-line, they had the same choice as off-line. • Technology is not utilised in any of the Givenchy stores. The service is more about dealing with the client one on one and creating a dialogue with that customer. Although the stores are contemporary the service is very traditional for a luxury store.
Q5. Cont. •When entering another Givenchy store I requested a product I knew they did not have in stock. I received exactly the same reaction and service in both stores. Pros of this kind of service •Givenchy is able to build up a customer database. They have the ability to link in-store client details with existing names that may have joined up on-line to receive newsletters. Cons of this kind of service •As a potential customer, I have no idea when my item is expected in-store and I may get sick of waiting. I may seek an alternate option in a competitors store. If the SA provided me with a date and/or fol owed up with a text or email informing/confirming a date, it may keep me interested in the product and stop me from looking elsewhere.
Q6. Integration of off-line and on-line channels facilitated by technology – QR (quick response codes) codes present in the store either on products or on window displays, IPad available in the store, mobile application to allow GPS to locate nearest off-line store. • Givenchy does not utilise QR codes on-line or off-line, nor in department stores. As mentioned previously there are no linkages with technology in store and their on- line store is outsourced to a “third party” ecommerce provider. They do have a newsletter that clients can sign up to that sends regular updates of events and new stock. • In saying this above however, if we refer to the slide on the next page Givenchy’s integration of on-line and off-line connects with all touchpoints, and they have integrated digital platforms and off-line well. The brand emphasises social media to connect the brand to the customer rather than utilising hi tech devices. They make it easy to move through each of the channels from Awareness/Discovery, Interest/Evaluation/Purchase Decision/Transaction/Engagement/ Loyalty both on- line and off-line and they deliver a consistent message throughout both the channels.
Q6. Cont. Referring to the slide below Givenchy fol ows a very similar path with their customers. The only difference would be how they educate their customer. This is often done in store or by the website.
Q6. Cont. Regarding Givenchy’s integration between their Omni channels, they are extremely innovative, aware of consumer trends and focused on the future, so perhaps the absence of other on-line linkages is deliberate. Givenchy focuses on promoting a desirable image by building the dream factor in their advertising, live events and social media. Perhaps this is al they want to integrate. “75% of off-line luxury purchases are influenced by what consumers see, do & hear on-line. Digital, in other words, is now the engine of the luxury shopping experience.”
Q7. Off-line store staff involved in brand digital initiatives and more generally how sales associates are supportive of brand’s ecommerce or mobile commerce initiatives, do you feel the presence of silos? • I did not feel any presence of digital links to the business whilst in store, nor when I prompted the SA. • There was no integration between shop floor, back office, warehouse, customer data and distribution channels.
Q8. How traditional off-line communication touch points such as print media advertising or street banners/billboards advertising help consumers engage with the brand and possibly find the product or the store or order from an online platform? • Givenchy’s focus is on building their image and use celebrities and music to reach various audiences. In their advertising campaigns they utilise varying demographics, from cool, to conservative, to couture. The Givenchy of today is viewed in a very different way to how it once was. This is deliberate. The brand is stil highly aspirational, however they have innovated their muse to reflect today’s generation (urban couture). Mil ennials can identify with this muse and sparking interest in the brand. Instead of the traditional haute couture image, we see campaigns Tisci’s girls with pink hair, kissing each other, all stil styled in the traditional Givenchy but appealing to a much more experimental client.
Evaluation, Engagement and Loyalty Q8. Cont. • The advertising evokes curiosity and aspiration and Tisci is a master at creating the dream factor. The Givenchy customer desire to replicate his advertisements, they want to be them and seek them out via social media. The models he uses are often androgynous and are relatable. Tisci makes them simple but extraordinary.
Q9. How the brand presence on different social media platforms can help consumers to not only engage with the brand but also ultimately purchase products from either off-line or on-line channels in a convenient way? • Givenchy utilises Instagram and Twitter extensively for product promotion and sales, for instance on Twitter you can “like”, or “retweet” a picture or use the picture to source where to buy. You cannot buy directly from the tweet however.
Q10. How the brand’s endorsement by famous celebrities, influential bloggers or vloggers can also lead consumers and followers to ultimately purchase through off-line or on-line channels in a convenient way. Bloggers • Givenchy recently launched an innovative col aboration with social media involving 9 of the most famous and influential beauty and fashion bloggers for the launch of their latest fragrance . Blogger Sincerely Jules
Q10. Cont. Music • Givenchy col aborates with many musicians and artists including Beyoncé, Rihanna, Courtney Love and Madonna. • Tisci said : “ It was a great honour for me to be a part of yet another historical and iconic event. Madonna, 2012 Superbowl
Q10. Cont. And Converse • Bringing the brand to the masses, Tisci utilises the brands codes in his collaboration, including the signature Givenchy leopard print and brands dark aesthetic. Givenchy X Converse
Q10. Cont. And Fauchon • Givenchy col aborated with famed French pastry house Fauchon • This col aboration was in line with the launch of Givenchy's latest fragrance “My Irresistible Cravings”, the goal was that the house of pastry transcribe the spirit of the perfume, refined and feminie. The cream inside the pastry mimics the scent of the fragrance, and the wrapping around the pastry is similar to the fragrance packaging. • This col aboration was a great publicity Fauchon X Givenchy stunt. The col aboration extends the world of Givenchy to a new audience.
Q11. Q11. Can you find out some innovative social commerce initiatives? • Givenchy understands and utilises social commerce wel . Below is a great example. Bringing the brand to the public, pushing the desire and accessibility • Givenchy opens it’s runway show to the public. Over 800 tickets were released on-line, with a further 100 given to those who live near to the venue and 280 offered to the city’s fashion school students. • The news attracted widespread attention from both excited fashion fans and industry veterans – US PR agent Kel y Cutrone took to Instagram to express her thoughts on the announcement, writing that, “Final y, fashion opens its doors to the public... They saw the times and it opened up their eyes.” This move embodies and embraces the spirit of a changing fashion industry, revolutionised by the impact of the internet and the democratising power of social media. • Another act of social commerce was for the Givenchy menswear show in June, the house revealed the show’s location on Instagram. • Givenchy’s aim is to connect with the public on a real and personal level. Not selecting people on the strength of their own influence, but their love of the brand, their determination to use the website and sign up for a ticket. Where once people could only connect with fashion’s loftiest heights though the screens on their phones, now they wil be able to experience the moment for themselves in the flesh.
Conclusion Givenchy as a brand has not only returned to its former glory but reached dizzying new heights, and is now a luxury brand recognized the world over in ready-to-wear, perfumes and cosmetics, as wel as couture. •In my opinion this is because the brand created and executed a cohesive connection between off-line and on- line communication touch points. They offer a beautiful and experiential off-line and on-line presence however, there off-line experience is stil stooped in traditional luxury service, preferring to work with the customer one on one rather than implementing technology onto their shop floor. •Through Givenchy’s focus on urban couture, social media and utilising celebrities and music to build the brand image, Givenchy has managed to escalate the brand’s status and dream factor, elevating the brand and reaching entirely new demographics, seeking a “new Givenchy consumer” in the Mil ennials and Y Gen.
Recommendations •Givenchy needs to explore further options regarding its on-line presence as far as utilising • Another recommendation for Givenchy multi brand retailers and it’s own branded on-line could be to utilise an efficient CRM retail. They need to integrate the two channels database in store i.e. if a client is after a particular product and they don’t have off and on-line to make it easier for the customer this product in store the SA could request to buy. It's about working out how to bridge the the clients details and add them to a gap. database. This database would be linked •An issue facing many luxury brands today is an with the brands external and internal absence of big data. Due to the globalisation of channels. The SA would enter the product code and you would immediately see an brands there is often a large chunk of their client expected date of delivery for that product. base they are unaware of. One recommendation Next an email would be sent to the client that could al eviate this issue is by prompting saying “good news, your product wil be new and existing clients to sign up to the available in (however many days/weeks).” newsletter and on-line community. When they Then the system generates an email or sign up they are given a client number, this SMS of the product and similar styles that may keep the clients interest and purchase number is used whenever they log into the site potential high. This way the client knows or purchase in store. This way no matter where exactly when to expect the product and the client travels in the world they can be the emails keep them interested, recognised and data can be col ected regarding al eviating the possibility of the client their purchasing preferences and habits. shopping elsewhere.