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Plate-forme de marque Cerruti

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Ce document émane de la société Les Brigades du Marketing, agence de conseil et de service en marketing, à découvrir à l’adresse www.lesbrigadesdumarketing.com.

La présentation s’inscrit dans le contexte de la réalisation d'une plate-forme de marque, d'un brand book, puis de guidelines stylistiques pour la maison de luxe Cerruti.
Pour des raisons de confidentialité, seul un document de "mise en bouche" est disponible à la consultation. Il contient une première ébauche de plate-forme de marque, des portraits des cibles masculines (portraits croisés) et féminines (portraits volés), un décryptage stylistique des collections et une proposition de mix marketing.

Pour contacter l’auteur de ce document, nous vous invitons à adresser un e-mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.

Published in: Business
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Plate-forme de marque Cerruti

  1. 1. September 2008 bertrand jouvenot © 2008
  2. 2. September 2008 bertrand jouvenot © 2008 / CERRUTI / ANALYSE DE MARQUE / DECRYPTAGE STYLISTIQUE / PROPOSITION DE MIX-MARKETING
  3. 3. September 2008 bertrand jouvenot © 2008 Sommaire Plate-forme de marque L’homme CERRUTI La femme CERRUTI Style CERRUTI Marketing Mix première ébauche portraits croisés portraits volés mise à plat proposition
  4. 4. September 2008 bertrand jouvenot © 2008 Plate-forme de marque L’homme CERRUTI La femme CERRUTI Style CERRUTI Marketing Mix première ébauche portraits croisés portraits volés mise à plat proposition
  5. 5. September 2008 bertrand jouvenot © 2008 Plate-forme de marque : première ébauche Mission Poursuivre dans une voie jalonnée de tendances fluctuantes sans jamais perdre de vue les innovations dont le futur sera fait. . Valeurs Luxe pour soi Véritable classique-moderne Images et valeurs pures Touche cosmopolitaine Produits Mode masculine Mode féminine Accessoires Parfums Style Intemporel Elégant Chic Cibles Homme 25/35 ans Femme 25/35 ans
  6. 6. September 2008 bertrand jouvenot © 2008 Plate-forme de marque L’homme CERRUTI La femme CERRUTI Style CERRUTI Marketing Mix première ébauche portraits croisés portraits volés mise à plat proposition
  7. 7. September 2008 bertrand jouvenot © 2008 L’homme CERRUTI : portraits croisés Armani Ralph Lauren Tom Ford CERRUTI Type de corps Personnalité / singularité Pose / Attitude Mouvement Existence Primat Primat de l’affirmation de soi Primat de la représentation Primat de la sexualité Primat de l’entité Type de masculin Masculin comme dominateur Masculin comme protecteur Masculin comme prédateur Masculin comme compositeur Type de masculinité Masculinité sur-jouée Masculinité sociale Masculinité animale Masculinité détachée Personnage masculin Le frère aîné Le père Le fils rebelle Le gendre idéal Relation sujet/objet Sujet sans objet Sujet avec l’objet Sujet avec objets Sujet Statut du masculin L’homme « fantasmé » par la femme L’homme « choisi/épousé » L’amant d’un soir L’homme réalisé Représentation de la notion de genre Exacerbation de la notion de genre Disjonction de la notion de genre en deux identités Réduction de la notion de genre Révélation des genres dans leurs richesses Relation entre les genres Pas de relation Relation de juxtaposition Relations d’appropriation Relation alchimique Résultat Autonomie Harmonie Affrontement Révélation
  8. 8. September 2008 bertrand jouvenot © 2008 Plate-forme de marque L’homme CERRUTI La femme CERRUTI Style CERRUTI Marketing Mix première ébauche portraits croisés portraits volés mise à plat proposition
  9. 9. September 2008 bertrand jouvenot © 2008 La femme CERRUTI : portraits volés Chanel Dior Yves Saint Laurent CERRUTI Type de corps Personnalité / singularité Pose / Attitude Multiplicité Identité Primat Primat de la séduction Primat du statut Primat de la sexualité Primat de l’être Type de féminin Féminin comme individu Eternel féminin recomposé Synthèse des féminités Féminin-masculin Type de féminité Féminité singulière Féminité générique Féminité plurielle Féminité personnelle Personnage féminin La reine La princesse La séductrice L’alter-ego Relation sujet/objet Sujet sans objet Objet Sujet avec objet Sujet Statut du féminin La « femme sans homme » La « femme, objet de désir » La « femme qui joue avec les hommes » La « femme qui comprend les hommes » Représentation de la notion de genre Négation de la notion de genre Disjonction de la notion de genre en deux identités Conjonction de la notion de genre Emulation des genres Relation entre les genres Pas de relation Relation de juxtaposition Relation de fusion Relation alchimique Résultat Autonomie Complémentarité Contiguïté Pérennité
  10. 10. September 2008 bertrand jouvenot © 2008 Plate-forme de marque L’homme CERRUTI La femme CERRUTI Style CERRUTI Marketing Mix première ébauche portraits croisés portraits volés mise à plat proposition
  11. 11. September 2008 bertrand jouvenot © 2008 Style CERRUTI : mise à plat Classicisme Nicolas Andreas Taralis Réaffirmation des codes de la marque Transgression des codes stylistiques Jean Paul KnottNino Cerruti
  12. 12. September 2008 bertrand jouvenot © 2008 Style CERRUTI : mise à plat • Silhouette : Longiligne Légère Fluide Chic Classique • Lignes : Minimalistes Souples Classiques • Coupes : Sûres Veste croisée Deux boutons • Tissus : Secs Fins Légers Laine Coton fin Cuir • Couleurs : Nuancées En sourdine Bichromie Noir, marine, bleu, anthracite, beige, blanc, écru Dégradé de gris • Motifs : Rayures nuancées Surpiqures discrètes Tissage en V retourné des boutons Reliefs des pulls
  13. 13. September 2008 bertrand jouvenot © 2008 Plate-forme de marque L’homme CERRUTI La femme CERRUTI Style CERRUTI Marketing Mix première ébauche portraits croisés portraits volés mise à plat proposition
  14. 14. September 2008 bertrand jouvenot © 2008 Marketing-Mix : proposition Produit Prêt-à-porter homme : réaffirmation des produits emblématiques de la marque (veste croisée) et des composantes stylistiques fortes. Prêt-à-porter femme : évolution des collections vers plus d’élégance et de mode en harmonie avec le quotidien. Produits à forte marge : développement de l’offre parfums et de l’offre lunettes. Autres : lancement d’un iPhone Cerruti, réflexion sur une offre baby, accessoires Prix Maintien des prix dans la famille luxe. Maintien des prix dans la famille des produits « accessibles ». Introduction de prix « passerelles », par le biais de quelques produits « initiatiques ». Conquête de marge par les lunettes et les parfums. Développement d’un récit de marque. Plan media (GQ, Monsieur, Officiel Hommes…) croisé avec la presse féminine. Défilé en prêt-à-porter femme à Milan. Product placement au cinéma. Collaboration avec des personnalités : George Clooney, Jude Law, Clothilde Hesme, Zoé Félix. Promotion Réflexion sur l’opportunité d’un nouveau concept store. Développement très sélectif du réseau propre dans les capitales de la mode. Retrait de certains shopping malls. Reprise du corner Rykiel Homme des Galeries Lafayette. Place Réaffirmation des codes de la marque Intégration de prix « passerelles » Revendication de la paternité du chic et de l’élégance masculine Instauration d’une inaccessibilité relative
  15. 15. September 2008 bertrand jouvenot © 2008 Annexes
  16. 16. September 2008 bertrand jouvenot © 2008 George Clooney
  17. 17. September 2008 bertrand jouvenot © 2008 Jude Law
  18. 18. September 2008 bertrand jouvenot © 2008 Clothilde Hesme
  19. 19. September 2008 bertrand jouvenot © 2008 Zoé Félix

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