NEW DESIGN FOR MORGAN BOUTIQUES COMING WITH THE BRAND REPOSITIONNING
After repositioning its offer and communication in the market, the Morgan brand takes on a new challenge : the shop design. After collaborating with new muses : Caroline Receveur, Georgia May Jagger and more recently Iris Mittenaere, the former Miss Universe, the Morgan boutiques are given a facelift. Several new modernized and haussmanian inspired store openings are placed on the agenda in Paris, Marseille and Lyon. If customers support this new concept, both clear and refined, French and international stores will follow suit.
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AIM EXPERIENCE COLLABORATES WITH A HOMELESS FOR ITS FIRST CAMPAIGN
The French brand AIM Experience, specialized in parkas, breaks the communication codes in its poster campaign chosing Marko, a homeless streetartist based in the 6th arrondissement of Paris as an ambassador. Marcy de Soultrait, AIM Experience founder, based in rue des Saint Pères, used to meet him regularly and has been touched by Marko’s personality and living conditions. It all started by a parka : Marcy offered Marko a parka to proctect himself from the cold. As Marko wore it each and every day, the creator got the idea to make him the ambassador of the brand. Marko was paid 500 euros, as a traditional model for a half-day shooting. Marko got paid in cash and has a credit in a supermarket. This brand new initiative leaves no one indifferent : it has been welcomed by some with true enthusiasm and by others with moderation and caution. 3 600 posters were displayed in Paris.
DIESEL : tHE PERSONALIZED E-SHOP THAT MAKES EACH FOLLOWER AN AMBASSADOR
The Italian brand Diesel, has chosen a new experience to highlight its community via the SIDE/BIZ platform which allows followers of the brand to create their own e-shop with the diesel products of their choice. By sharing the link of their eshop and if a customer buys a product they earn points which are then transformed into benefits, discounts, free products or experiences.
ZALANDO LAUNCHES ITS BEAUTY OFFER IN FRANCE
Following the launch in 2018 of the beauty offer on its german website, as well as a first physical store in July : Zalando Beauty Station, the pure player launches its business into the French market.
Zalando decides to sell by mid-March 2019 more than 200 world-renowned cosmetics brands (Mac, Clinique or Maybeline) in order to compete with Zara, Asos, or H&M, which have all developed their own cosmetics lines. In order to offer the consumer a personalized offer, the aim is to work on the recommendation of beauty products which take into account the customer journey on the website.
“According to Euromonitor, Europe is the world’s largest consumer market for beauty products with 83 billion euros in turnover, ahead of the United States and China.”
CAROLINE RECEVEUR LAUNCHES HER CLOTHING LINE: RECC
After launching her detox tea brand in 2014, it is Caroline Receveur’s turn to launch her own clothing line. Firstly announced on her Instagram account as a teaser, then relayed on the Recc Paris brand account, the influencer wears a yellow & white dress from her future collection and invites her followers to stay tuned to follow the launch of the brand.
Source : Instagram RECCPARIS & Caroline Receveur – 03/03/2019
JULIA TOLEDANO LAUNCHES HER SHOES COLLECTION: NODALETO
The daughter of Sidney Toledano, CEO of LVMH Fashion Group, launched her shoes brand inspired by her Spanish and Moroccan roots. Former journalist at Elle or CR Fashion Book, the collection will be available at Le Bon Marché and on the brand’s website. The designer did not want to involve her father in the project. The products, leather boots seventies inspired, with thick heels and rectangular toes will be available for the autumn/winter 2019 season.
international WOMEN’S DAY – march 8th
Ready-to-wear brands decided to honour women on March 8th, 2019, thanks to capsule collections and collaborations with associations. This special day aims to highlight the fight for women’s rights and the fight against gender inequalities.
Celio wanted to take part in this operation by creating a unisex capsule collection, genderless : message sweatshirts, pants and shirts for a mixed and androgynous dressing.
The french brand Monoprix has created fashion and decoration products to promote women. Sober pieces with impactful messages “Elle = Lui”, ” Fière “, “Unique”… on which 20% of the profits will be donated to the Marie Curie Institute. This capsule was supported by 4 determined and inspiring ambassadors: Claire Chazal, godmother of the operation, Dr Anne-Sophie Hamy Petit, researcher at the Institut Curie, Cécile Pasquinelli Vu-Hong, creator of the Garance lingerie brand (dedicated to women with breast cancer) and Lilian Rosas, director of home textiles and leisure offer at Monoprix. But also promoted by influencers like Noholita (722K on Instagram), to reach a wide audience.
And finally, in the same spirit, Showroomprivée.com has created a collection of 4 pieces with similar messages where 100% of the profits will be donated to the association Toutes à l’Ecole, which enables girls to go to school in Cambodia.
According to the BVA report of March 2019, conducted in France, more than two thirds of respondents consider that gender equality is not achieved in the labour market and politics, whereas 56% of respondents consider that equality is achieved within home.