PR Case Study Christian Lacroix

Christian Lacroix

BackgroundChristian Lacroix is a French couturier.

Early 1980’s, Lacroix designed for Jean-Patou (who worked closely with the likes of Karl Lagerfeld and Jean-Paul Gaulthier)

Lacroix caught Bernard Arnault’s (CEO of LVMH)attention. Shortly after, Arnault bought Lacroix’sbrand to help make a name for himself and to growas a designer. Lacroix became the brand’s Creative Director.

Christian Lacroix was successful in France,but didn’t do too well world wide. He came out with a perfume line which flopped Throughout the next decade Lacroix’s brand struggled

LVMH was making Lacroix’s brand look cheap by rejecting his ideas and targeting the wrong demographic In 2005 LVMH sold Christian Lacroix to the Falic Group, an American duty free store

The Lacroix house employed 125 employees

M. Lacroix thought that he’d finally get a chance to call the shots, but his brand kept sinking

In 2009, because of the economic downfall, Lacroix filed for bankruptcy

We expect to spend a year rebuilding Lacroix’s brand and to see results immediately.

A fundraiser held by Vogue and the Council of Fashion Designers of America to help raise funds for Christian Lacroix to recreate his brand and start a new collection.

By bringing in a fresh new designer with an open mind to collaborate with Lacroix, it can achieve better results.

Produce a Ready-To-Wear line targeting the working class

Focus on creating an accessory line Have a signature handbag/purse/tote (cash cow) Start targeting the middle market, because that is the “future of luxury fashion”

Situation AnalysisM. Lacroix was not open to having a Ready-To-Wear line.

Luxury fashion will never again be what it used to be

Have to adjust to economic and cultural change

Need a new target market

Collaborations

ObjectivesLacroix will have a special line exclusive to Fashion’s Night Out

Cater to pop culture

Christian Lacroix is a reinvented brand: the same designer but with the new generation of fashion in mind.

By reaching out to people through mediums such as: social media, TV, magazines, etc. We’ll be successful with reaching our target market, i.e Fashionistas, bloggers, etc.

StrategyAudiences:Allies: Fashionistas Fashion bloggers Fashion Editors Existing designers

Adversaries: Competitive luxury brand Non-materialistic people

Neutrals: Newspaper Editors

Key Messages: -“Re-invent yourself with Lacroix’s new line and new look”-“Fashion’s legendary Lacroix coming back with a Ready-To-Wear line. Own a piece of fashion history”-“Sophisticated, elegant individuals prepare to feel glamorous with Lacroix’s new looks”

TacticsDuring NYC/Paris fashion week, Christian Lacroix will be its main designer focus (social media buzz, i.e look books through iPhone apps)

Discount Codes will be given for Lacroix’s show during Fashion week to customers attending Fashion’s Night Out, if you purchase a Christian Lacroix garment.

Facebook, Twitter, etc. accounts to reach target audiences

Celebrity endorsements

Special guest judge on America’s Next Top Model

Collaborate with Project Runway’s upcoming designers

Contests for meet and greets with popular fashion bloggers to gain exposure for the brand

MeasurementsFollowers on Facebook, Tumblr, Instagram, Twitter, etc

By how many fashion bloggers respond to the contest (the more bloggers, the more exposure we get)

# of people who enter the coupon code given at the Fashion’s Night Out Event

Feedback can be accessed by the iPhone app “MADE” (an app where fashion week attendees take notes and share them)

By how many people are talking about via social media

By having the PR team interviewing fashion editors and bloggers

Bibliography http://online.wsj.com/article/

SB10001424052970204619004574318400611353392.html

http://luxirare.com/illustrations/ http://www.nytimes.com/2009/05/29/business/

global/29lacroix.html Deluxe; how luxury lost its luster by Dana Thomas

Lacroix

McQueen