Creating a Marketing Plan for a Luxury Brand
For my final project in the MBA course Next Gen Fashion at NYU I developed a comprehensive marketing plan for the luxury handbag brand NOSETTA
First we identified key macroeconomic, technological, social, and environmental forces that will influence the premium accessories market over the next five years
- According to a recent article, wealthy people were having more children
- Modern consumers increasingly value authenticity
- Surveys indicated that people were experiencing fatigue with influencers. Coupled with the economic recession, I predicted that the influencer marketing bubble might burst
- However, social media will continue to exist and play a crucial role
- Brands should adopt a more strategic approach by implementing a focused brand ambassador campaign—partnering with a select group of influencers to maintain exclusivity and preserve brand image
NOSETTA’s New Target Customer: Aspirational Moms
- Our team defined NOSETTA’s new target customer as Aspirational Moms
- For the brand ambassador campaign, we identified key personas:
- European socialite Carolina Gonzalez-Bunster
- Entrepreneur, founder of Lingua Franca Rachelle Hruska
- For brand collaborations, we proposed a partnership with Lingua Franca, offering customers the option to have custom-embroidered lettering on NOSETTA bags
- For guerrilla marketing, we suggested hosting pop-ups at museums, art shows, and emerging hotspots such as North Sycamore Ave and Just One to enhance brand visibility and engagement
Jess Lee 