Delvaux: Geographic expansion into new territories

creative escape

description

Delvaux is known as a surrealist-inspired brand, with its own namesake a Belgian surrealist painter. While smaller than luxury powerhouses such as Chanel and Hermés, Delvaux has a distinct brand character and loyal following. In order to remain competitive with other small luxury brands, such as Senreve, Delvaux must expand its reach.

This initiative involves thorough research into multiple markets before settling upon Brazil as a perfect expansion opportunity for the brand. Furthermore, we have envisioned every detail of this expansion, from financials, to marketing and store planning, to an overall campaign concept inspired by reknowned Brazilian surrealist artist Tarsila do Amaral.
my contribution
This project was collaborative work between myself and a team. While I worked on every aspect of the project, my largest contributions included detailed analysis, the advertising campaign concept (inspired by Brazilian artist, Tarsila), presentation design, and advertising mockups.

Ownership Structure, Revenue, Distribution Channels, Sales Volume, Signature Styles, Kapferer’s Brand Identity Prism

current status and growth plans

Stores, Retail Brand Identity, Competitive Analysis and Positioning, Pricing and Distribution, Situational Analysis, SWOT, Differential Advantages, Mission Statement

analysis

A.T. Kerney Metrics, India vs. Brazil, Argentina vs. Brazil, PESTEL Analysis, Market Analysis, The Key Players,

geographic expansion

Demographics, Psychographics, Behavioral Information, Personas

target consumers

Prizm for Target Location, Area Factors, Allocation of Merchandise, Product Assortment

store location selection, and merchandise plan

Physical Structure, Space Allocation, Fixtures, Tangibles and Intangibles of Store Design, Visual Merchandising, Safety and Security

store concept and design

Brazil Through Tarsila do Amaral, Storefront, Billboards, Social Media, Print Advertising

communication and promotional plan

Pre-Launch, Launch, Post-Launch, Financial Overview, Projected Profit and Loss, Break Even, Projected Balance Sheet, Summary, Delvaux Budget, Delvaux Initiative Budget