DIGITAL

MARKETING
A concept store by Christian, Adi, Sofia, Samuel

2024
TABLE OF CONTENTS
01 02 03
CONCEPT CUSTOMER COMPETITORS
ANALYSIS
Introduces branding, codes, Analysis of main competitor
and positioning Complete consumer profile and their omni channels

04 05 06
SWOT WIX PROMOTIONAL
ANALYSIS
Strengths, Weaknesses, Concept store website Calender of content,
Opportunities, and Threats activities, and strategies

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 01
ONLINE
CONCEPT

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ONLINE CONCEPT
Here’s an assortment of details outlining the vision
around our concept store:

B4 ARCHIVE
● We believe that fashion is a form of self ● We offer a personalized shopping
expression experience
● Want to help you express yourself with ● Expert stylists at your disposal ready to
confidence and style assist with any queries, requests, or
● Select and showcase the most exquisite recommendations
and innovative designs ● Create bundles based on the customers
● Curate from the world's leading fashion style, budget, and occasion
houses as well as emerging designers ● Stylists assist customers who come from
● Wide range of clothing, accessories, shoes, many different regions and backgrounds
and bags for men and women ● Have promotional events as well as fast and
● Attention to detail and design secure delivery, free returns and exclusive
offers

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ONLINE
CONCEPT
With just a brief Luxury Style
intro to luxury and
a huge focus on
the contemporary
aesthetic. Our
store is a stylish
youth’s dream, Aesthetic Contemporary
mood board, and
inspiration.

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BRAND GUIDELINES

LOGO FONTS COLORS

In parallel with Main colors are
our codes and Inter is our sans black and white.
atmosphere. We serif font We lean towards
have our stylish a warmer color
logo which Cormorant palette for the
balances design Garamond is our pop of color
and minimalism serif font needed in
design
B4 ARCHIVE

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 02
CUSTOMER
ANALYSIS

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 CONSUMER PROFILE

GENDER SHOPPING
35% PREFERENCE

65% Online 100%

AGE CLOTHING AESTHETIC

250-350€
85% 15% Average spend
20-29 30+ per customer Contemporary Luxury

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 TARGET CUSTOMER
→ Our target demographic would be individuals between the ages of 20 and 29.

→ Ideally, they invest in garments and accessories that fall under a mid range luxury category.

→ For example : A Jacquemus top, leather pants from Marine Serre and shoes from Axel Arigato.

→ They shop from brands such as Jacquemus, Marine Serre, Axel Arigato, Coperni and
Courreges.

→ They look for clothing and accessories that are from mid range luxury brands and see style
as an investment.

→ Their style is their personal form of self expression and they value the items they purchase,
therefore they have a sense of fashion and look to expand their wardrobes and diversity within
it.

→ Our demographic would be predominantly based in Europe, and likely be in a creative

industry or have a upper middle class background.

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 CUSTOMER LIFESTYLE
→ Our demographic would be individuals that see personal style as a pivotal aspect of their
everyday life.

Pain Points:
→ Our customers struggle to find a store where they can shop all of their favorite designers in
a curated and personalized manner that is adapted to their needs.

Social Media and Online Presence:

→ Active on social media platforms such as IG, TikTok, and Twitter. They shop online as a
convenient alternative to in store shopping.

Customer Attitude:
→ They value the brand image and foundations that our store is built on, as well as having a
mutual respect for our styling team and a personalized virtual shopping experience.
→ Furthermore, our customers value our customer service outlets, where they can share their
experiences with us in order to allow us to do the best we can to offer the best experience for
them and future customers.

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SOCIAL MEDIA PRESENCE

Platforms and Content:

Fashion, styling, music, artists, creators, etc

In the form of:

→ Tiktok videos
→ Instagram posts, reels, and stories.
→ X tweets and posts.

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 03
COMPETITOR
ANALYSIS

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MARKET POSITIONING MAP
COMPETITOR ANALYSIS
ELEVASTOR
This concept store offers a curated variety of
interdisciplinary products such as clothing,
accessories perfumes, and lifestyle items

TARGET
Age : 20-29 Men and Women

Paris Based / European Based

MARKET
Shop for quality luxury pieces in a
higher budget over fast fashion and
lower quality pieces.
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UNIQUE SELLING
POINT

THEM US
A diverse and interdisciplinary approach to B4 Archive offers a curated clothing and
a concept store, that offers customers a accessories concept store that includes high
wide range of curated luxury pieces, quality luxury pieces, carefully curated to ensure
featuring an in store location as well as quality and a one of a kind approach.
online store. Furthermore, the opportunity for customers to
communicate with our stylists, who can provide
personalized style bundles tailored to our client’s
needs and wants.

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 COMPETITOR ANALYSIS
➔ The concept store offers a curated variety of interdisciplinary products, such as clothing, accessories,
perfumes, and even lifestyle items.

➔ In addition, the concept store aims to provide customers with luxury brands and high-end products,
therefore catering to a more specific contemporary young demographic consisting of both men and
women.

➔ Their inventory largely consists of day-to-day pieces as well as some statement pieces, with
wearability and practicality in each piece. The concept store targets customers that have a bold and
unique sense of style and who view fashion as a way of self expression.

➔ They offer a range of different aesthetics as well as brands such as WeInSanto, Vaquera, Situationist,
Sister Morphine, Pressiat, Paloma Wool and Jean Paul Gaultier to name a few.

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 COMPETITOR WEBSITE

➔ Their website is very straightforward and opts for a more maximal minimalism style of design. They offer
a stand out visual aesthetic for their main page which includes bold lettering, aspects of color contrast,
and a lot of visual imagery.
➔ In addition, there are internal links to parts of the site that include new additions, sales and soon to be
available items.
➔ Navigation of the website takes into account accessibility of the customer due to a minimal and
straightforward website designing. The overall user experience in terms of navigation and contact is
extremely curated and uncomplicated.
➔ Products can either be accessed through filtering by brand, gender, or if preferred, can be narrowed
down by a search bar option.

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 COMPETITOR SOCIALS
➔ Profile overview: DP of the brand is their logo, so it allows for platform users to easily recognize the
brand. their bio includes their in store address as well as a link to their online store. opening hours and
timings are also displayed on their social media bio.

➔ Their content strategy includes a curated feed of products sold in the form of product images, behind
the scene shots, and user generated content.

➔ Furthermore, some mood board / inspiration posts are also carefully positioned into their feed.

➔ Photos are professionally photographed in creative backgrounds and the primary focus of every image is
emphasis on their products. In addition,

➔ Elevastor also features user generated content by reposting celebrities and influencers wearing their
pieces therefore attracting a wider social media reach.

➔ They use solely Instagram as their social media platform of choice.

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EMAIL MARKETING
Their email marketing campaign includes
newsletters, alerts of new product drops and
availabilities, reminders of products left in the
cart on their website, and notices of sales
and promotion codes. Customers have the
option to subscribe in order to receive emails
from Elevastor as well as unsubscribe in case
there is no longer an interest.

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 ELEVASTOR INVENTORY
➔ Price range clothing - 100 - 800 EUR

➔ Accessories - 30 - 1200 EUR

➔ Lifestyle - 10 - 240 EUR

Product range: Menswear, Womenswear, Unisex, Outerwear, Lifestyle,

Accessories and Shoes
BRANDS OFFERED:
Abra, Avavav, Blumarine, Charles Jeffrey Loverboy, Collina Strada, Dessein, Florentina
Leitner, House of Sunny, Hugo Kreit, Jean Paul Gaultier, Justine Clenquet, Kiska Lab, La
Manso, Luar, Maitrepierre, Malin + Goetz, Membrane, MISBHV, Nina Mounah, Ottolinger,
Paco Rabanne, Paloma Wool, Panconesi, Pigmentarium, Pressiat, Rigido, Rombaut, RUI,
Salvárea, Sister Morphine, Situationist, Suot, Telfar, Tom Wood, Vaquera, VANN, Viròn,
WeInSanto, Zero Three Seventeen

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 04
SWOT
ANALYSIS

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 Strengths
SWOT ANALYSIS
● High level of service and loyalty
● Top and up-to-date assortment
● Representation of famous and Weaknesses
luxury brands ● Online service only
● Easy navigation among the ● Not all forms of payment are
assortment, user-friendly design available
and interface ● Prices for the delivery of goods
● An advanced community of and delivery time
young people engaged in
fashion

Threats
Opportunities ● Weakening of the economy and
a decrease in the purchasing
● Expanding the geography of
power of the audience
sales
● Changing consumer preferences
● Strong and large-scale
values and lifestyle
advertising on social networks
● The emergence of competitors
and from regular customers
selling a comparable product or
● Global market reach
cheaper substitute products

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 05
WIX
WEBSITE

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 BRANDS SOLD ON CONCEPT STORE

We chose to stock unique pieces from these brands because they are interconnected by good quality and
individuality. All these brands are elegant and, as the French say, “quiet luxury” for people who are interested
in fashion. We consider these brands to be very relevant and cohesive. We believe that these brands
perfectly reflect the worldview and lifestyle of our customers and coincide with our own brand image.

Jacquemus Courrèges
Axel Arigato
Coperni Marine Serre
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Jacquemus

INTRO DNA
The brand was found in
2009 by the french Jacquemus brand DNA is
designer Simon Porte centred around notions of
Jacquemus, for which he playful spirit and femininity,
designs both mens and while finding beauty in
womens collections as well women and men of all
as accessories for both of shapes, sizes and ages.
these categories.

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Coperni

INTRO DNA
Coperni is a Parisian The name Coperni invokes the life work of
ready-to-wear and Renaissance-era astronomer Nicolaus
accessories brand designed Copernicus, whose mathematical and
by Sébastien Meyer and astronomical research into Heliocentrism
Arnaud Vaillant, established in inspires the designers’ visual world.
2013.
Copernicus is considered as one of the
greatest genius of his time, thanks to his
theory of the motion of Earth and the planets.
In his heliocentric system (known, ever since,
as Copernic system), all the planets turn
around the Sun, acknowledging the Earth as
a planet just like the others.

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Courrèges

INTRO DNA
Founded in 1961 by André
and Coqueline Courrèges, The look of 1960s futurism leads
Courrèges revolutionised directly back to André Courrèges. His
the world of fashion with its white vinyl miniskirts, go-go boots,
emphasis on structure and and space age shapes were like
new materials. nothing ever seen before—soon to
become the uniform of a young,
empowered, and technologically
advanced generation rocketing into
the future.

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Axel Arigato

INTRO DNA
Axel Arigato is a Always been drawn to
minimalism, something that is
community-focused lifestyle brand
clear through everything we do,
that blends Japanese and no matter if it's typography,
Scandinavian minimalism. Focusing interior or product.And with Axel
Arigato's concept of "Drop Of
on sustainability, the label
The Week" that utilises its
champions considered materials innovative design model to
like hides certified by Leather release one new style every
week, the brand stays in tip top
Working Group, GOTS cotton and condition in the fast-paced
upcycled SEAQUAL® yarn. fashion game.

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Marine Serre

INTRO DNA
Marine Serre launched her Brand is characterised by a
namesake brand in 2017 and punk spirit, basic materials
won the LVMH Prize the and the house’s savoir-faire,
same year. Today the by tailoring, Harrington jackets
Parisian designer's clothes regenerated from tartan and
are sold in Barneys, Dover houndstooth wool scarves,
Street Market, Opening tweed coats combined with
tartan scarves, patchwork
Ceremony, H Lorenzo,
garments, recycled grunge
Nordstrom SSENSE and
shirts, tartan, diamond and
more.
jacquard prints in recycled
wool with a sleek and polished
look.

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AWESOME
WORDS

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AWESOME
WORDS
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AWESOME
WORDS
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AWESOME
WORDS
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https://cdevalore.wixstudio.io/my-site-6
 04
PROMOTIONAL
CALENDAR

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OUR TEAM

CEO

TEAM 1 TEAM 2 TEAM 3

Fashion Stylists and CRM Team Digital Marketing, PR,
Fashion Buyers and Social media
● Customer Relationship
● Styling, curating, and Management Team involving ● In charge of SEO optimization,
customization of products customer queries, logistics, email integration, generating
necessary for the and financials leads, community outreach, and
uniqueness of the business planning
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PROMOTIONAL CALENDAR

MARCH APRIL MAY

1st - 3rd PFW Pop Up 1st - 10th Easter 15% off 1st - Labour Day 15% off sitewide

15th - Get to Know Us Campaign 15th - Interactive IG Stories 15th - Collab with artist on Packaging

25th - Partner with Influencer 25th - Influencer Planned/Live Content 25th - Lifestyle video Promo

JUNE JULY AUGUST

1st - Pride Month Promos 1st - Magazine Cover Styling Collab 1st - 6th Month Milestone Pop Up

15th - Juneteenth Promos 15th - Bastille Day Promos 15th - Influencer Code Promo

25th - Model PR Partnership 25th - UGC PR Packages sent 25th - Summer Stock Giveaway
 PROMOTIONAL CALENDAR
More details to promote the concept store:

March June
● Opening celebration Pop Up Store in Paris. ● Pride Month Limited Edition Drop featuring brands
● Partner with Madeline Argy (influencer) Collina Strada and Vivienne Westwood.
and send PR in order to kickstart UGC. ● Juneteenth - Limited Edition collab with Botter.
April ● PR for Tina Kunakey (model) to gain UGC
● Online sale for the Easter Holidays 15% off July exposure.
● Interactive IG stories (polls to get ● Partnership with Dazed magazine to style the
customer input on potential new pieces cover.
dropping. ● Bastille Day - include mini crocheted French
● PR to Influencer Cecilia Kaur + UGC and IG flags, as well as accessories collaboration with
May
Live french designer Côte & Ciel
● Labour Day 15% Sale sitewide on all pieces
● Collab with Parisian artist Anna Nero for ● Young woman trying footwear in shoe store
limited edition packaging. August
● Video Advertisement directed in an on ● 6 Month celebration Pop Up with celebrity
brand way, showing off B4 Archive pieces. stylist HeyReLola in house

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2024
ADVERTISING AND PROMOTION

EMAIL ADVERTISING

PR

SOCIAL MEDIA

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 SOCIAL MEDIA
We use 3 social platforms for our promotion.

● On Instagram, every day we post inspiring posts, stories that remind of discounts and
special offers, reels with our product and reviews of our customers.

● Tik tok is used for our advertising, backstage videos from photoshoots and new offers.

● Twitter is also used for posts and duplicates information from previous social networks.
Tweets for quick reminders to inform customers about new collections and discounts.

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 PR

Sending packages with our goods to influencers and regular customers and receive a review on
social networks. Maintaining marketing activity(emphasis on positioning and increasing brand
awareness when launching a new product.

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 EMAIL ADVERTISING
Sending welcome emails to create a favorable impression on customers and set the tone for what they
can expect from our website.

When a customer completes an action like creating an account, joining an email list, or signing up for a
loyalty program we give welcome emails to help to gain brand knowledge.

● We thank subscribers for joining.

● Introduce our brand identity/voice.
● Encourage customers to explore our online store.
● Prime customers to open future emails.
● An order summary/total.
● How long it will take for the order to be shipped.
● Links to your customer service channels.
● The “back in stock” emails.
● The shipping dispatch email
● The delivery confirmation email
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MAIN MARKETING STRATEGY
Our main marketing strategy would be social
media and PR as they are intercorrelated.

● PR to influencers gains wide market reach

on social media as well as exposure for our
concept store.

● Social Media Engagement such as

interactive IG Polls about our products leads
to customer input to ensure successful
launches.

● Engaging with our customers on Social

Media ensures a long term business
customer relationship and boosts new
updates and releases keeping customers up
to date.
PROMOTIONAL BUDGET

SOCIAL MEDIA PR POP UP COLLABS

Budget Allocation Budget Allocation Budget Allocation Budget Allocation

15% 22% 30% 33%

TOTAL PROMOTIONAL
13,500 EUR
BUDGET
2022
CUSTOMER SUPPORT
Do you have any questions?

[email protected]

+33 0765432045

CREDITS: This presentation template was

created by Slidesgo, including icons by Flaticon
and infographics & images by Freepik

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THANK YOU

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