Luxeire Planbook

Table of Contents
Our Team.
..2
Executive
Summary..4
Problem
Statement..6
Situation Analysis
.7
Communication Goals Objectives
10
Research Summary...
..11
Target Markets
13
TA Persona Profile .
15
Core Message
17
Positioning Statement ..
18
Creative Strategy Brief ..
19
Creative Action Plan .
21
MarCom Matrix Plan .....
24
Media Plan .....
25
Advertising Strategy .
26
Public Relations Media Kit Strategy....
27
Google AdWords Strategy...
29
Social Media Strategy
32
Events...
33
Branded Content
Strategy34
Guerrilla Strategy
35
Mailer Campaign
Strategy36
Sample Tactics
37
Gantt Chart..
39
AdWords Post Campaign Report.
40
Evaluation Plan ..
41
Summary..
43
Appendix
44
Acknowledgements
117
Our Team
Stephanie Krings Project
Manager/Account Executive
Stephanie is a senior at GVSU and is majoring

in Public Relations with a minor in Writing. She
has an associate degree in Photography from
GRCC, and has worked as a photo editor for
The Collegiate. Stephanie currently works as a
writer and content manager for University
Development at GVSU. She has international
experience working as a Business English
consultant in Shanghai, China. In her spare
time, she enjoys writing fiction, making art,
and taking photos.
Zack Smith PR Planner/Writer/Editor
Zack is a Senior at Grand Valley State University

majoring in Advertising & Public Relations.
Previous work experience has revolved around
working at various different golf courses in the
northwest part of the state. He loves to read,
cook, run, write and record music in his free time
along with being as sociable as possible in
meeting new people everyday.
Becky Casto Creative Director/Copywriter/Art
Director
Becky is a senior and will graduate this May with a
degree in Advertising and a minor in Spanish. Working in
customer service positions at Ulta Beauty and different
golf courses has helped her perfect her communication
skills and always put the customer first. She also has
experience with photography, copywriting, and graphic
design. She recently spent a semester abroad in Peru
learning and exploring a new culture. She loves to travel
and hopes to advertise for the company she went abroad
with in the future. Becky also enjoys reading, watching
movies, and making scrapbooks when she has some
extra time.
Donzelle Collins Media

Planner/Researcher
Donzelle is a senior at Grand Valley State
University majoring in Advertising and PR. Hailing
from Detroit; he is the second youngest of seven
siblings. He has plans on creating his own ad
agency in the future. He currently operates and
manages his own eBay store that sells vintage
sports jerseys. In his spare time he likes to watch
college and professional sports. He is also tech
savvy and very knowledgeable about social media.
Executive Summary
Luxeire has the opportunity to become the first company branded as luxury
innerwear, and stand out as the main producer of comfortable, luxurious
layering pieces that every well-dressed woman deserves to have in her
closet.
The company, founded by Gina Kuyers and located in Grand Rapids,
Michigan, creates quality layering garments for both men and women. The
clothing is made from quality fabrics and assembled in New York with fine
seaming and extreme attention to detail. It is a unique product that fills a
need in the wardrobes of the target audience.
This plan book focuses on introducing Luxeire to the key audience of women
aged 25 to 75. These women have a dependable income and a love of
fashion and comfort. They may lament the lack of a comfortable layering
piece in their daily rotation, or they may not yet be aware of the benefits to
be had with such a garment.
Luxeire is new to the market, and therefore the main obstacle to overcome is
awareness of the product among the target audience. A secondary issue is
the creating the correct brand identity and personality to attract attention to
Luxeire and earn media buzz in luxury fashion sectors.
Orange Cloud Communications has conducted secondary research through
databases and by reviewing 52 articles related to the luxury fashion industry,
and primary research by creating a survey for the target audience. The
findings pointed to three key insights:
1. Innerwear needs to feel comfortable and help the wearer look better in
their clothes
2. No brand of shapewear is perceived as doing both
3. Luxury innerwear is a relatively unclaimed term
This plan book outlines a campaign to reach the target audience with the
message that Luxeire is comfortable, attractive, and luxurious. It is a product
that every well-dressed woman deserves to have in her closet.
Three key selling messages:
Wearing Luxeire provides you layers of luxury.
Being comfortable in beautiful clothes is the ultimate luxury for a
woman who loves fashion.
Every well-dressed woman deserves to have a Luxeire piece in her
wardrobe.
The main objectives are to:
Brand Luxeire as luxury innerwear

Send mailers with samples to key neighborhoods
Engage influential fashion bloggers
Increase social media
Adwords campaign
The success of each objective will them be evaluated, and the most
successful tactics and strategies can be advanced to the next stage in
2017/2018.
Key times for Luxeire to push advertising and social media are the lead up to
Christmas and Mothers Day.
Problem Statement
Client/Organization: Luxeire
Problem statement: Luxeire currently has extremely low recognition
among the target audience of women aged 25 to 75. The company is less
than a year old and just getting started with marketing efforts. Brand
awareness will increase through public relations efforts to reach out to key
influencers in the fashion market and through campaigns such as Adwords,
mailers, ads, social media, and events.
Target Audience: Women aged 25-75. High income earners who like to
spend money on luxury items, like to travel, typically live in urban areas and
cities like Los Angeles, New York, Atlanta and Houston.
Rationale and explanation of problem: Luxeire is a very new product
and the TA is not yet aware of the brand. Luxeire also needs to be set apart
from other innerwear/underwear products, as the design, fabric, and price
are different from competitors and fill a different need from other brands.
Messaging: Luxeire creates quality innerwear for women who care about
fashion, comfort, and long-wearing clothing. Luxeire is an innovative line of
daily innerwear that offers luxurious, light-as-air comfort while protecting fine
clothing.
Situation Analysis/Brand Audit

Name of company, product, organization: Luxeire/innerwear, apparel,
manufacturing, marketing
Location: Grand Rapids, Michigan
Contact Person: Gina L. Kuyers
Phone: 616-916-2923
Email: gina.kuyers@luxerie.com
Company History: Gina Kuyers was inspired to create a quality innerwear
product for men and women through her own experience trying to find
suitable garments to extend the life and comfort of her clothing. The
business launched on Kickstarter between Nov 9, 2015 - Nov 30, 2015. It
raised $20,406 out of Ginas $20,000 goal, with 90 backers.
Company Mission: Provide better innerwear solutions for men and women
who are looking for a dependable source of clothing that is comfortable and
authentic.
Company Vision/Philosophy: Luxeire values the highest quality materials
and U.S. manufacturing. The brand seeks to distinguish itself as a wardrobe
staple that pairs with both high end fashion and everyday clothing to extend
the wear and comfort of clothing.
Recent news online, news releases, traditional media: Facebook;
Ginas blog on the Luxeire website; the Luxeire Press Kit 2016 contains
background story as well as graphics, logos, and usage guidelines.
Category definition (SIC Codes, description):
315240 Women's, Girls', and Infants' Cut and Sew Apparel
Manufacturing
315990 Apparel Accessories and Other Apparel Manufacturing
424330 Women's, Children's, and Infants' Clothing and Accessories
Merchant Wholesalers
Category history/growth: The innerwear market is currently trending in
India, and most information on the term innerwear mostly refers to that
market.
Major competitors: Wolford
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Seasonal factors: It holds in sweat better which is honestly good all year
round but especially during the summer and also it is very light so it will
not make you hotter. The long sleeve styles can provide a little extra
coverage in the winter which can extend some outfits into the colder
season.
Regional factors: Depending on the income of the buyer, this product
will most likely be bought by an individual who has a high income. Urban
areas and people from cities like Los Angeles, New York, Atlanta, Houston,
Dallas, Phoenix, and Chicago will be of high interest to this product.
Major Trade/industry publications, websites for the category:
Editors of Dolce Vita, Islands, Upscale Living, Modern Luxury, LA
Confidential, Departures, Global Living, Afar, Travel and Leisure, Elite
Traveller, and Atelier Magazine. Bloggers Sonya Benson, Paloma
Contreras, Melissa Noucas, Stacey Bewkes and Michelle Madhok.
BRAND DESCRIPTION
Tops brands in category: Christian Dior, LVMH, Richemont,
Kering(based on luxury sales by companies 2012-2014)
Pricing trends of competitive brands: Wolfords average price for
innerwear (shapewear) is $200
Awareness/attitudes toward brand/product: There is minimal
awareness of the product but those who do know about it and have tried
it on love it.
CONSUMER/CUSTOMER PROFILE
Demographic of users: Women aged 25-75., urban, sophisticated,
travelers
Frequency of purchase: One or purchases a year
Heavy-user profile: This is a woman who owns multiple pieces in
several styles and colors. She wears Luxeire everyday as a staple piece in
her wardrobe. She is likely a career woman who does a lot of traveling or
events.
MESSAGING
Message strategies of competitor brands/products: Wolfords
passion is to celebrate every woman's unique personality. They strive for
an innovative selection that complements the world's finest legwear,
providing an aesthetic comfort that is tailored to the customers
experience.
Specific promises, appeals, tag lines of competitor
brands/products: At Wolford, the main core values are understanding
that we are all brand ambassadors, encouraging entrepreneurship and
taking ownership by exploring new opportunities in a trusted and honest
manner. Also believing, think global, act local supports the achievement
of their common goals.
10
Communication Goals- Objectives

The overall communication goal is to reach women with the message that
Luxeire is Layers of Luxury. It is a layering piece that every well-dressed
woman deserves to have in her wardrobe.
This is a product that can be purchased all year round, but can also have a
push at Christmas and Mothers Day. It is suitable for charity events and
fashion shows.
2016/2017 LUXEIRE CAMPAIGN OBJECTIVES
Connect the Luxeire brand with the term luxury innerwear in the
minds of the TA and Luxeire promoters by mid 2017.
Promote Luxeire through a mailer campaign in select Los Angeles

neighborhoods during the 2016 holiday season.
Send media kits to influential bloggers and stylists in the LA and NY

areas starting in April of 2016.
Increase followers on both Facebook and Instagram by 10% by April

2017.
Increase traffic to website by 15% using an Adwords Campaign by April

2017.
11
Research Summary
RESEARCH PLAN
The Orange Cloud Communications team collected and reviewed a
variety of literature including scholarly peer-reviewed articles,
journalistic pieces, and casual online media to gain an understanding
of Luxeires market, target audiences, and other important factors.
They also gathered 52 articles/documents and this allowed for a solid
direction for primary research and campaign.
PRIMARY RESEARCH
Primary research was conducted using Surveymonkey. This site allowed
the team to create a survey online and distribute them via email. The
purpose of the survey was to determine why and where the TA is most
likely to buy Luxeire, in addition to their overall impression of the
current branding strategy. In addition, the survey helped determine
trends in the primary research that support the findings from the
secondary research.
A Google AdWords campaign was used to determine overall site traffic,
bounce rate and click-through rate to determine whether the ads are
working.
SECONDARY RESEARCH
Secondary research was conducted by identifying and researching
competitors, watching documentaries of the luxury fashion industry,
and using several research databases including Academic Search
Premier, SRDS, Nielsen, and Demographics Now.
KEY FINDINGS FROM SURVEY RESULTS
Age Range- 86% of survey respondents were over the age of 39.
Location- 73% of survey respondents live in suburban areas of large
cities like Detroit, Chicago and Grand Rapids
How do they obtain news?- 47% of survey respondents stated they use
some sort of social media to stay current with the news. Facebook was
the social media site used the most by respondents over 39.
Travel- 78% of survey respondents travel at least twice a year via
airplane.
Comfort and Warmth- More than half of survey respondents stated they
would wear innerwear to feel comfortable or warm. They are not
necessarily looking for luxurious innerwear but it would be a great
compliment to their outfits.
Survey respondents who have purchased Luxeire innerwear stated
they are pleased with the comfort and durability. They also mentioned
that the innerwear gives them a sleek stylish feel to compliment their
outfits.
12
Survey respondents stated the most appealing thing about Luxeire

products is comfort and the material of the fabric. The fabric feels
good, it is durable and lightweight.
KEY FINDINGS FROM SECONDARY RESEARCH
Target Audience- Older luxury consumers value buying experiences,

while the younger TA(18-39) values convenience.
Older TA(39+) are starting to value luxury items less and want to
spend more time on vacations and getaways.
Luxury brands were reluctant to open online stores, but recent online
success by other brands have shifted their attention to e commerce.
Luxury consumers have started to enjoy the in store consumer
experience less, and would rather shop online.
10 million more consumers enter the luxury market each year. They
are responsible for 10% of global spending.
High-end consumers are more likely to communicate via social media,
98% who plan to buy luxury items use digital platforms
THREE KEY INSIGHTS
Innerwear needs to feel comfortable and help the wearer look better in
their clothes
No brand of shapewear is perceived as doing both
Luxury innerwear is a relatively unclaimed term
13
Target Markets - Key Publics, Key Customers

The key public for the Luxeire campaign are women aged 25 to 75 living in
classy urban areas who enjoy luxurious name-brand clothes and can afford to
splurge on items they really want; they believe the brands they wear say
who they are
SEGMENTATION EXPLANATION, RATIONALE
The age-range of the TA was left fairly wide because woman of nearly
any age would be interested in feeling comfortable while looking good
in their clothes. However, the ads appealing to each age group will be
tailored to each groups prefered social media platforms and news
outlets.
For example, during our survey, women in the 40+ group were more
likely to be on Facebook that Instagram, and listen to NPR for their
news. Each part of the campaign can be adjusted to meet the interests
of the particular age group being targeted.
DEMOGRAPHICS
Urban, wealthy areas are the ideal demographic for this campaign. The
audience targeted in the mailing campaign, especially, should ideally
have the income level to purchase a Luxeire piece just to see if they
like it instead of feeling put off by the price.
This is the reason affluent neighborhoods in New York and Los Angeles
are an excellent choice for the relatively expensive mailer campaign
proposed. It is important to reach customers who can make the snap
decision to purchase without too much consideration over price.
PSYCHOGRAPHICS
The TA is trendy, fashion-forward, and young-at-heart. Their image is
important to them and their personal brand. They believe that what
they wear and how they look says a lot about who they are as a
person.
They eat out at restaurants, travel, enjoy retreats such as spas, read
fashion blogs and magazines, splurge on certain luxury items such as
clothing and jewelry. They are also interested in art and culture, and go
to events regularly.
BELIEFS, VALUES, TRUTHS, INSIGHTS
They care about their image
What they wear tells the story of who they are
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They are interested in fashion

Fashionable clothes are often uncomfortable
They travel for work and fun
They want be top in her field
Stay youthful and have a rich life
Maintaining stylish wardrobe that is also comfortable and practical for
travel
PRACTICAL BENEFITS
Luxeire will help by providing a stylish layering garment that is
comfortable, luxurious, easy-to-care for, while protecting clothing from
sweat and antiperspirants.
EMOTIONAL BENEFITS
Luxeire is a luxury product that will boost a wearers self esteem and
confidence. Being comfortable means that there is one less distraction
in a career womans busy life. She doesnt have constantly think about
her clothing, and therefore will feel more productive.
15
Persona Profile
Carolyn Kelly
BACKGROUND:
Head of Marketing
Mom of two grown children
Masters of Business and Marketing,
she enjoys collecting designer
clothing
DEMOGRAPHICS:
Female
46
$225,000
Urban
IDENTIFIERS:
Trendy, fashion-forward, young-at-heart
Her image is important to her and her brand and she believes that
what she wears and how she looks says a lot about her life story.
She eats out at restaurants, travels, enjoys retreats such as spas, reads
fashion blogs and magazines, splurges on certain luxury items such as
clothing and jewelry
GOALS:
To be top in her field
CHALLENGES:
Maintaining stylish wardrobe that is also comfortable and practical for
travel
HOW WE HELP:
Provide a stylish layering garment that is comfortable, luxurious, easyto-care for
Protects clothing from sweat and antiperspirants
REAL QUOTES:
I own three different styles. Luxeire pieces are amazing! I love all the
pieces that I own.
16
I love the fabric and how soft, light and form fitting it is. I need more.
COMMON OBJECTIONS:
Price may be a factor for some
No innerwear bottoms
MARKETING MESSAGING:
Wearing Luxeire provides you with layers of luxury.
Being comfortable in beautiful clothes is the ultimate luxury for a
woman who loves fashion.
Every well-dressed woman deserves to have a Luxeire piece in her
wardrobe.
17
Core Selling Message/Idea

PRODUCT INSIGHT
Luxeire is luxury innerwear. The wearer feels like they are wrapped in
layers of luxury wearing this product. It is a staple wardrobe piece that
every woman deserves to own.
CUSTOMER INSIGHT
The Luxeire customer is sophisticated and well cultured, and wants
comfort along with style. She is willing to pay extra for quality. This
customer may not realize that there is a brand of innerwear that is
both comfortable and stylish. Luxeire would quickly fit into her daily
rotation of clothing.
EMOTIONAL BENEFIT & VALUE
Feeling comfortable in stylish clothing is the best luxury. Luxeire makes
the wearer feel confident and polished. The innerwear is attractive, and
so there is no reason to feel embarrassed if the garment shows, unlike
other shapewear.
FUNCTIONAL BENEFITS
The fabric is high-quality and the seaming is very fine, meaning that
there are no uncomfortable edges or ridges. The fabric absorbs
moisture, creating an effective sweat barrier and keeping outerclothing dry and odor-free. The innerwear is extremely flexible,
conforming comfortably to the wearers body. It is pill-resistant and
maintains both shape and color over many washings. The fabric is
perfect for travel as it can be hand-washed and dries quickly.
LADDERING
Attributes: Perfect fit, Custom design & fit, Personal use, Comfortable,
Sleek, Form fitting
Benefits: Sleek & form fitting, luxurious and very comfortable
Values: Makes you feel comfortable and cool/warm depending on the
temperature. The material is imported from Italy and made in the
United States.
18
Positioning Statement
Luxeire provides luxury innerwear with flexible support to fashionable women
aged 25 to 75. We do this by using the highest quality fabrics, fine seaming
and attention to detail, along with an understanding of what women are
currently seeking to fill a gap in their wardrobes.
19
Creative Strategy Brief

PROJECT DESCRIPTION
Public Relations and advertising plan to promote and bring awareness
to the Luxeire innerwear line.
PRIMARY TA PERSONA, DEMOGRAPHICS & PSYCHOGRAPHICS:
Women ages 25-75, living in affluent urban areas
They enjoy luxurious name brand clothes and can afford to splurge on
items they really want; they believe the brands they wear say who
they are
To be top in her field
Wants to maintain a stylish wardrobe that is also comfortable and
practical for travel
THREE MAIN INSIGHTS
Innerwear needs to both feel comfortable and help the wearer look
better in their clothes
No brand of shapewear is perceived as doing both
Luxury innerwear is a relatively unclaimed term
OTHER INSIGHTS
Shapewear is perceived as uncomfortable
They travel for work and fun
Clothing for travel must be easy to pack and care for and stay fresh
looking even after hours of travel.
Low awareness level among TA (expected)
CURRENT PERCEPTIONS (TO BE CHANGED)
The only options for innerwear are uncomfortable and bulky
There isnt anything sleek soft and comfortable to wear under clothes
out there
DESIRED PERCEPTIONS: (AS A RESULT OF COMMUNICATION)
Luxeire is the only name in luxury innerwear
It is soft, comfortable, high quality innerwear that makes you feel more
luxurious and confident
CURRENT BEHAVIOR (WE WILL CHANGE)

Wearing uncomfortable clothing and suffering with uncomfortable
innerwear that is in turn lowering their confidence
20
DESIRED BEHAVIOR (AS A RESULT OF COMMUNICATION)

Living comfortably and confidently with Luxeire under their luxurious
clothing
UNIQUE VALUE PROPOSITION OF PRODUCT/SERVICE: (WIIFM?)
Feel amazingly comfortable and confident in layers of luxury
SUPPORT/PROOF/WHY ANYONE SHOULD BELIEVE US?
The fabric is high quality and lightweight; the seaming is very finethere are no ridges or uncomfortable seams; it stretches really well
(photo on website of shirt over bass); customer reviews/quotes.
BRAND PERSONALITY
Cultured, adventurous, intelligent
Appreciation of luxurious, soft, flexible, light, and comfortable fashion
MEDIA/DISCIPLINE/COMMUNICATION PLATFORMS
Magazines: Dolce Vita, Islands, Upscale Living, Modern Luxury, LA
Traveller, Atelier Magazine
Blogs: Sonya Benson (https://www.instagram.com/sonyabens/?hl=en)
Facebook
Instagram
21
Creative Action Plan

This portion of the plan will outline the first year implementation of tactics for
Luxeire and some future options as well. The tactics are broken down into
sections. These may be implemented at the discretion of Luxeire at any time.
It is recommended that these tactics are used and put into action as soon as
possible to initiate estimated growth.
The tactics chosen will intercept the target audience at multiple points of
interest to them. The TA is broad, so the use of technology will be performed
regularly and is likely to engage in social media at least a few times a week.
As part of an older generation along with some who are younger, the TA will
likely read the different news sources in print or online.
Having the opportunity to feel the material before use will initiate the buying
process immediately as well. This will allow for the TA to become familiar
with the product before it is physically in the hands of the customer too.
TACTICS (ADVERTISING & PUBLIC RELATIONS)
Google AdWords
AdWords will be helpful when the TA does choose to search for
luxurious and comfortable innerwear items such as Luxeires
product. An example of a possible key search term that would
launch someone to the landing page would be luxurious
innerwear. AdWords will do a very good job at marketing and
targeting the specific TA that the brand is looking for by making
the search relevant.
Facebook Ads
Facebook Ads will enhance and promote power awareness to the
TA and can be very useful since so many people are now using
this media platform. Facebook allows the viewer to easily see
visual ad and its easy to click and go.
Media Kit
The media kit will help as a promotional PR tool that can serve
several functions, including promoting the launch of the new
brand, and promoting the launch of the new product. This will
give the brand a way to present itself as it would like to be seen,
and will save time by eliminating the need.
Mailer
The objective of the mailer is to reach potential customers with a
tactile representation of Luxeire fabric, as well as branding
information and direction to the website. The mailer consists of
an invitation-sized notecard and envelope, both Luxeire branded.
The mailer also includes a set of hair ties made from the different
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colors of Luxeire fabric. The bands are tied together with black
ribbon and look like a present from a boutique.
Press Releases
New York Times, LA Times, and Huffington Post are the sources
the target audience uses to get their information. They are also
all credible and reliable.
Relevant Magazines & Websites
Marie Claire, Elle, Hapers Bazaar, Upscale Living, Modern Luxury
Angeleno, LA Confidential, Departures, Afar, Elite Traveler are
relevant magazines the target audience utilizes. Advertising in
these magazine will gain significant exposure.
Bloggers
Sonya Benson, La Dolce Vita, The Atelier, Quintessence Blog,
SHEfinds are a few bloggers and influencers who will all help in
bringing awareness to the brand. Especially, Sonya Benson who
could dominantly lead the brand to tons of sales success.
Billboards
Billboard ads in places such as Times Square will reach a large
number of people.
EVALUATION
Evaluating the success of this plan will be simple but will take place
over time. The objectives laid out are all easily measured by numbers
of hits, likes, and responses. In measuring and keeping track of the
progress of all of the tactics in place there will be three set dates to
keep in check and updated. These dates will start the first day of every
month beginning in May 2016, October 2016, and finally January of
2017.
OBJECTIVES:
Google AdWords:
Demonstrate and gain at least 50,000 impressions by the end of the
month of May along with generating 350 clicks.
Facebook Ads:
Gain at least 250 Facebook likes by October.
Media Kit:
In promoting the new brand and product, have more and more people
start to talk about the company on different social platforms.
Mailer:
Awareness should be brought to the customer through this tactic.
Press Releases:
Distribute press releases to at least 10 publications by January of 2017.
Relevant Magazines & Websites:
Reach out to different luxurious magazines and get an ad in each of
your choosing by October 2016.
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Bloggers:
Get Sonya Benson to sponsor an event that is put on by Luxeire and
have celebrities wear the product. This should happen by January
2017.
Billboards
Create and advertisement design that is in New York or San Francisco,
this should happen immediately.
The evaluation should be monitored on a regular basis but these three
evaluation periods should be measured closely. Make sure these are
implemented at the right time, otherwise sales and awareness success will
lack.
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MarCom Matrix Plan

CORE IDEA
Create brand awareness amongst women aged 25-75 of Luxeire as the
only name in luxury innerwear. Layers of luxury.
ADVERTISING
Google Adwords
Magazines
Billboards
Guerrilla
PUBLIC RELATIONS
The Luxeire Press Kit 2016
PROMOTION
Website- www.luxeire.com, Consumers can purchase products online.
Blog- https://www.luxeire.com/blogs/trends, Luxeire consumers can
stay up to date with new products and developments.
DIRECT
Email- Luxeire invites all retail buyers, fashion stylists, fashion
bloggers, or media professionals to signup as VIP level partners to
receive product updates, discounts, and event invitations.
NEW MEDIA
Facebook- https://www.facebook.com/luxeire/
Kickstarter- https://www.kickstarter.com/projects/1033168142/luxeireyour-daily-innerwear
Instagram- https://www.instagram.com/luxeire_innerwear/
EVENT MARKETING
Set up a table at LA Fashion Market Week to display the products
Sponsor the The Body Positive Runway Show
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Media plan
26
Advertising Strategy
MAGAZINES
The target audience spends a lot of their time reading fashion
magazines. They do this to stay current and keep up with their gossip.
Magazines they read the most are Harpers Bazaar, Marie Claire, Elle,
and Porter.
Advertisements in these ads should be one full page. The ads should
be simple and elegant to portray the brand characteristics. Having a lot
of white space is a great way to do this. This will also break the clutter
that magazines tend to have because people notice when something is
different and coming across an almost blank page in a magazine
definitely calls attention.
BILLBOARDS
This would also be the strategy for billboards in Times Square. This
tactic will continue to show the target audience that Luxeire is light,
comfortable, and provides them with layers of luxury.
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Public Relations Media Kit Strategy

The objective of the media kit strategy is to earn free publicity through
magazine editors, influential bloggers and celebrity stylists in 2016 and
2017.
THE AUDIENCE
Editors of Dolce Vita, Islands, Upscale Living, Modern Luxury, LA
Traveller, and Atelier Magazine.
Bloggers Sonya Benson, Paloma Contreras, Melissa Noucas, Stacey
Bewkes and Michelle Madhok.
MEDIA KIT CONTENTS
Contact sheet, Press Release, Backgrounder, Quote sheet and Tip sheet
Gift/sample. Suggested sample with every bag- hair ties/wristbands
PACKAGING
The the printed contents of the media kit will be contained in a Luxeire
branded folder, printed on Luxier letterhead. The folder will be placed
inside a Luxeire branded bag with tissue paper and samples, to look
like a lingerie bag or a gift bag.
While the packaging is more extravagant than traditional media kits,
the gift bag look is appropriate for the audience. Most of the recipients
of the kit will be women in the fashion industry and will appreciate the
aesthetic of the packaging. It will feel like receiving a gift rather than a
stack of papers. It will also make it harder to throw away or ignore.
Also, the branding on the bag is additional advertising. If the kit is
given to an editor or influencer at an event, than that person will be
carrying around a clearly labeled Luxeire bag that looks like an actual
gift or clothing item.
TIMETABLE
These kits should be made in advance and taken to events and on
sales calls and networking opportunities. Additional samples can be
added to the bags as necessary for important influencers.
Pushes to magazine, newspaper, television, and radio can be
concentrated in the months of November, December, and April for
Christmas and Mothers Day.
28
29
Google AdWords Strategy

The main strategy behind the AdWords campaign is to draw in and bring
awareness to the brand. The way this is going to be done is by targeting
different aged women in cities around the United States that want to become
familiar with layers of luxury innerwear items that Luxeire has to offer.
In setting and maintaining a budget that implements a way for the person
who is searching for the item, the team would like to see around 350 clicks
and 50,000 impressions generated by the end of the month of May. In setting
this goal, word of mouth will start to spread and more people will start to talk
about the product in the luxury market.
Listed below is the results generated beginning March 23rd, 2016 and ending
April 9th, 2016:
KEY RESULTS
Overall, the campaign had exceptional results for clicks generated. The
total impressions were 59,220, which exceeded the original goal of
30,000. It also achieved a CTR of .49% for which the goal was .30%.
The campaign was able to get 292 clicks on the ads and drive traffic to
the Luxeire website.
30
Ad Group 1: This was the best performing ad group (women 51+) which
generated 271 clicks, 52,340 impressions along with a .52% CTR.
Ad Group 2: This ad group (women 36-50) only generated 17 clicks and
3,947 impressions.
Ad Group 3: Women 20-35 received only 4 clicks and 3,003 impressions.
Note: ** CTR% is the ratio of users who click on a specific link to the number
of total users who view a page, email, or advertisement. It is commonly used
to measure the success of an online advertisement campaign for a particular
website as well as the effectiveness of an email campaign.
CONCLUSION
This was overall a very successful adwords campaign that surpassed
initial goals.
Most clicks and impressions came from the first ad group (women 51+)
which had a lot of keywords related to older women. Ads that were
shown in the selected cities generated awareness of Luxeires website.
One thing that could be demonstrated further would be to approach
the target audience through different blog spots. Also, creating a
partnership with other leading websites that are similar can call for a
more targeted call to action.
LEARNING COMPONENT
Utilizing the appropriate keywords and correct ad groups is vital to the
success while using AdWords. Revising the performance on a daily
basis and seeing what type of action was taking place when and
where, allowed for the team to adjust. In finding keywords that werent
making any impressions or making any impact on the campaign were
taken out. This helped in maintaining a solid CTR. The key leading
component was to make sure that the ads remained enticing and
triggered a response to click on.
RECOMMENDATIONS
After running this campaign, Orange Cloud Communications
recommends to keep moving forward with AdWords. Reaction to the
ads was becoming more apparent towards the end of the campaign,
which was then terminated due to budget considerations.
31
Orange Cloud also recommends to keep moving forward with the

utilization of social media platforms. The use of these different
platforms and AdWords will keep traffic flowing to the website.
32
Social Media Strategy

FACEBOOK AND INSTAGRAM
Through the survey conducted, it was found that the target audience
uses Facebook and Instagram most frequently in order to stay current.
Due to this insight, it is important to focus the campaign over these
two platforms.
The goal of this social media campaign is to show the target audience
that Luxeire is important them and they are important to Luxeire. This
will be achieved by posting relevant information often. Relevant
information consists of current trends and things going on in society,
common issues women deal with that Luxeire can solve, and things
going on with the brand.
More specifically, Facebook will be mostly links to blogs about topics
such as fashion and travel. It will also include posts about Luxeire and
upcoming events or promotions. Promotions will also be posted to
Instagram along with different ways to show off the comfort of the
fabric.
This strategy will continue with the theme of Layers of Luxury because
it is branding Luxeire in multiple aspects of their life.
33
Events Strategy
THE ART OF FASHION & RESEARCH- MARCH 10, 2016- TROY, MI
Luxeire was a table sponsor at this event and hoped to learn more
about the TA.
LA FASHION MARKET WEEK(JUNE 6-9)
The LA Fashion Market is the West Coasts premier destination for
contemporary fashions, including apparel, accessories and footwear.
The market hosts various tradeshows that highlight both established
and up-and-coming designers. This event attracts thousands of
members of the TA each day. The older TA(39+) value shopping
experiences so they would be interested in this event.
BODY POSITIVE RUNWAY SHOW IN NEW YORK CITY(JULY 7TH)
Luxeire is sponsoring a body positive runway show hosted by the NYCbased clothing line
34
Branded Content Strategy

Branded content is a strategic tactic to use because it isnt direct
advertising. It shows something bigger than any one brand, something
emotional without pushing a product.
Video with Sonya Benson
Gina is well connected with the fashion influencer and stylist Sonya Benson.
A short video following the process Sonya goes through when she is styling
someone would be an intimate behind-the-scenes look into fashion.
In the video, Sonya would be wearing a piece from Luxeire, and at the end is
would simply show the Luxeire logo with the tagline youre daily innerwear
underneath.
Luxeire would post this on social media as well as on their website. Sonya
would also be encouraged to post and share the video.
This video will be successful by making the audience feel like they are
getting an exclusive look into Sonyas life, and will connect Luxeire with her
her personal style in the minds of the viewers.
35
Guerrilla Strategy
TRAVEL
A key insight into the target audience is that they travel often for work
and for pleasure. According to the survey, the average respondent
traveled by air five times a year. Some frequented once each month
while others flew only a couple times each year.
Due to this finding, a flight is the perfect place for Guerrilla marketing.
The audience is captivated and bored so they will be looking for
anything to distract them and they will be more likely to spend a longer
amount of time with it.
GIFT BAGS FOR FIRST-CLASS PASSENGERS
Luxiere should create a little gift bag to be handed out by flight
attendants to first-class passengers on flights going out of both the
John F. Kennedy International Airport in New York and Los Angeles
International Airport in California. These airports have been selected
because the target audience lives in these locations and travels
frequently.
The bag will consist of a sample of the fabric in the form of a trendy
hair tie, a classy single-serving bottle of champagne, and a booklet
that describes Luxeire and leads them to the website and social media
platforms. This will intrigue the audience while showing them that
Luxeire is a luxurious brand that makes them feel special.
36
Mailer Campaign Strategy

The objective of the mailer is to reach potential customers with a tactile
representation of Luxeire fabric, as well as branding information and
direction to the website.
AUDIENCE
The TA for the mailer campaign are Los Angeles households that
average an annual income between $255,000 and $800,000 a year.
This range was chosen to include affluent households that are still
likely to open their own mail.
CONTENTS
The mailer consists of an invitation-sized notecard and envelope, both
Luxeire branded. The mailer also includes a set of hair ties made from
the different colors of Luxeire fabric. The bands are tied together with
black ribbon and look like a present from a boutique.
The inside of the card appears in handwriting/script font and has a
cheerful message about the gift and the introduction to the Luxeire
brand, including details about the website and social media. There is a
call to action, and the householder is invited to comment on the fabric
or the hair ties on Luxeires Facebook page.
ADDITIONAL USES
The hair ties can be given out at any time as samples. They would be a
small, light item to carry around in a purse and handed out along with
business cards.
37
Sample Tactics
MAGAZINE AD 1
38
MAGAZINE AD 2
39
Gantt Chart
40
AdWords Post Campaign Report

EXECUTIVE SUMMARY
This report will mention and discuss insight and details about the
AdWords campaign that was done for Luxeire. This report discusses 1)
the overview of the campaign which will include the goals of the
campaign and how it was set up, 2) the ad groups and keywords used
along with their results from the campaign and 3) a recommendation
for future action.
CAMPAIGN OVERVIEW
The goal of this campaign was to increase awareness of Luxeire and
drive as much traffic and generate as many clicks and impressions as
possible towards Luxeires website. The campaign had a goal of 100
clicks and 30,000 impressions surrounding the listed 12 cities that
were involved around the United States.
The campaign ran from March 23rd, through April 9th, 2016. The total
spent on the campaign was $246.29. The campaign had a daily budget
of $10.
The campaign consisted of three different ad groups. Each ad group
was broken down with various keywords that were relevant in each
case. The following screenshot shows the three different adgroups that
our team used to run the campaign. On the following page you can see
which ad groups generated the most clicks and impressions from start
to finish.
41
Evaluation Plan
OBJECTIVES
Connect the Luxeire brand with the term luxury innerwear in the
minds of the TA and Luxeire promoters by mid 2017.
Compare the number of search engine results that bring up Luxeire in

response to the search term luxury innerwear. As of April 26, 2016,
the Luxeire homepage is currently the third search result
Count the number of Luxeire brand promoters using the term luxury
innerwear when describing the product
Read comments left by customers on social media, emails, and surveys

to see if the term luxury innerwear is being used to describe the
product
Promote Luxeire through a mailer campaign in select Los Angeles

neighborhoods during the 2016 holiday season.
Measure the increase in orders from CA for the end of 2016/beginning

of 2017
Measure the increase in web traffic directly following the campaign
Send media kits to influential bloggers and stylists in the LA and NY

areas starting in 2016.
Measure number of influencer blog mentions of Luxeire
Document any celebrity endorsement of Luxeire and any mentions of

celebrities wearing the brand
Increase followers on both Facebook and Instagram by 10% by April

2017.
Compare number of followers from April 2016 to April 2017
Note which months had the biggest spikes in followers and compare to
campaign efforts to evaluate which campaigns caused the most
increase in social media activity
Increase traffic to website by 15% using an Adwords Campaign by

April 2017
Compare number of unique users from April 2016 to April 2017
42
Note which months had the biggest upsurge in uniques users and
compare to campaign efforts to evaluate which campaigns caused the
most increase in website activity
43
Summary
This plan is sure to bring Luxeire to many women across America.
44
Appendix
Methodologies
SWOT Analysis
Stakeholder Map
Call Reports
AdWords Pre-Campaign Report
Survey Results
52 Articles Research Citations
Research from Databases
45
Methodologies
Secondary research includes, identifying and researching competitors,
watching documentaries of the luxury fashion industry, and several
databases including: academic search premier, SRDS, Nielsen, and
demographics now. Grand Valley State Universitys library was used to
perform secondary research. The academic search premier database was
used to find important articles about the luxury market and its target
audience. Various keyword searches allowed us to compile a list of 52 articles
relevant to the target market. The keyword phrases that yielded the best
results were luxury AND innerwear and women AND fashion AND luxury.
Nielsens databse provided us with detailed information about the average
luxury consumer. Research from the nielsen database broke down consumers
by their age and interests in life.It also allowed us to analyze consumer
luxury markets by location. SRDS was used to examine demographics and
psychographics of the target market. We also examined the female
demographics and psychographics of target cities like New York and Los
Angeles.Demographics allows us to determine where the TA is located and
their age. Psychographics allows us to determine the characteristics and
tendencies of the TA. The main
Primary research methods will consist of an Ad Words campaign to determine
overall site traffic, bounce rate and click-through rate to determine whether
the ads are working. Primary will also include surveys distributed to
customers to determine why and where the TA is most likely to buy Luxeire,
in addition to overall impression of the current branding strategy. The survey
was created online through the website Surveymonkey.com and consisted of
10 questions. Survey questions were open ended, encouraging respondents
to give honest opinions regarding the brand Luxeire.
46
SWOT Analysis
STRENGTHS
Only one of its kind
There is a need and a market for it
It has gotten great feedback
Its claims are true: it is very light, stretchable, not restricting,

comfortable
Quality fabric
U.S.A. manufactured
Solves a problem for women
WEAKNESSES
Only sold online at the moment
Low awareness
Seems expensive for what it is (though its not a huge problem for the
main target market)
Very new, Hardly anyone knows about it
Start-up capital
Cost of barcodes is prohibitive
OPPORTUNITIES
Expand the line with pants, mens clothes, and new styled tops
Sell in stores
47
Partner with other high end brands
Become a global brand
Travel markets
Blogger appeal
Appeal to celebrity stylists
Appeal to high-end vintage bloggers/collectors (extra need to protect

vintage fabric)
THREATS
Its still too new to actually know how durable the product is. Will you
have to buy a new one every year?
Indirect competition
Other companies might try to design their own version once they see it
is successful and in demand
Being categorized incorrectly, ie: HSN, TJ Maxx, etc.
Wolford
Stakeholder Map
48
49
Call Reports
FIRST CALL BACK REPORT
50
51
SECOND CALL BACK REPORT

Orange Cloud Call Report
Gina Kuyers
Purpose: Confirmation of research and TA direction as discussed at our
meeting on February 10.
Callback report for Luxeire:
The meeting agenda reviewed the problem statement, situation analysis,
SWOT analysis, stakeholder map, research, and the next steps our team
intends to take.
In the problem statement, we discussed that the target audience for the
campaign will focus on creating awareness in women aged 20-75, interested
in fashion, live in urban areas, are higher earners, and are interested in
travel.
In the SWOT analysis, we eliminated manufacturing issues and inventory
problems from the weaknesses and threats category.
In the stakeholders map, we made special note of the womens category,
adding extending the wear of clothes and decreasing dry cleaning (for both
the expense and the wear on the clothing). We also eliminated the term old
fashioned and replaced it with trendy.
In the research section, we are replacing the sample city of San Francisco
with Los Angeles because of the level of glamour and luxury surrounding
Hollywood, making our two sample cities New York and Los Angeles. We will
also be making the research results easier to read, with the relevant
information highlighted and explained.
Other topics discussed:
Sojna Bensons post on Instagram. She is Rhiannas stylist and has 13,000
followers on Instagram. She works at Barneys. Following the post, there was
a large order from California, which may be related to the post. Gina is
sending Sojnia a black V-neck in addition to the three other styles she
already sent.
Inventory is in. The summer line is coming in soon. Gina is working with a
manufacturer who does minimum 500 piece orders, so there will be a lot of
inventory for the summer collection.
We discussed the documentary Scatter my Ashes at Bergdorf, a film that
encapsulates Ginas vision of the types of person that would be interested in
52
Luxeire. We have found it on Netflix, and plan on each watching it for insights
into the luxury fashion world. In addition, Gina would like to create a package
for Linda Fargo, the films director.
Luxeire will be the table sponsor for the Van Andel Institute event March
10th.
Possible auction participation.
Gina has been getting great feedback on packaging.
We also discussed researching bloggers and stylists- influencers in the
trending fashion world.
Issues:
Lee will take inventory, but they are interested in the summer line, and Gina
does not have the inventory yet, though plans are in the works.
We appreciate your feedback! If you have any questions or clarifications
about the information in the report, please contact Stephanie Krings by email
or at (616) 446-4627.
53
AdWords Pre-Campaign Report

CLIENT OVERVIEW
As a foundation for the proposed AdWords Strategy, this section
provides a brief overview of the client and their marketing to date.
CLIENT PROFILE
Luxeire, Grand Rapids, Michigan
Goods and services offered: Luxurious innerwear services to women

aged 20-75
Launched 2 months ago
Mission:Provide better innerwear solutions for men and women who are
looking for a dependable source of clothing that is comfortable and
authentic
Luxeires goals are to raise brand awareness among consumers and

also enhance a better opportunity for women to both look and feel
good.
DIGITAL PROFILE
http://www.luxeire.com
o Translucent comfort, a stylish flair all in its own (URL, Platform)
o Usage Profile: N/A
o Analytics Info: N/A
Facebook, Instagram, LinkedIn
Other relevant information
MARKET ANALYSIS
Women aged 20-75 with potential of men coming into play later
Current main competitor is Wolford

54
Luxurious items, USA manufactured, Italian fabric
High end fashion clothing material
MARKET INSIGHTS
Fabric is imported from Italy but the product is manufactured in the

United States
Product holds in swear, provides coverage in the winter months
Robb Report, Upscale Living Magazine
CURRENT MARKETING
Minimal current marketing Facebook, Sponsorship event coming up
Very well organized and easy to use. Some font issues could be
corrected. Slight spacing issues between paragraphs.
If available, summary information from Google Analytics or other third

party web tracking software
https://www.facebook.com/luxeire/info/?tab=page_info
Facebook, Instagram, LinkedIn
No paid media
No real owned media
Direct marketing
CONCLUSION: PROPOSED ADWORDS STRATEGY
Situation: Bring awareness to consumers who are looking for luxurious

innerwear items.
Objectives: To bring awareness in larger cities, specifically L.A. and

New York.
Target: Women aged 20-75 years of age
55
Obstacles: Lack of awareness. Wolford.
Main Message: Luxeire creates quality innerwear for women who care
about fashion, comfort, and long-wearing clothing. Luxeire is an
innovative line of daily innerwear that offers luxurious, light-as-air
comfort while protecting fine clothing.
Support:
Personality: Fashionable, trendy innerwear that is sleek and

comfortable for any fashionista to wear. Great for travel. Helps
transform an outfit.
Executional Considerations: Implementing a platform of targeted

media through various media platforms that will allow to bring
awareness to the company.
56
The main strategy behind the AdWords campaign is to draw in and bring
awareness to the brand. The way this is going to be done is by targeting
different aged women in cities around the United States that want to become
familiar with layers of luxury innerwear items that Luxeire has to offer.
In setting and maintaining a budget that implements a way for the person
who is searching for the item, the team would like to see around 350 clicks
and 50,000 impressions generated by the end of the month of May. In setting
this goal, word of mouth will start to spread and more people will start to talk
about the product in the luxury market.
Listed below is the results generated beginning March 23rd, 2016 and ending
April 9th, 2016:
KEY RESULTS
Overall, the campaign had exceptional results for clicks generated. The
total impressions were 59,220, which exceeded the original goal of
30,000. It also achieved a CTR of .49% for which the goal was .30%.
The campaign was able to get 292 clicks on the ads and drive traffic to
the Luxeire website.
Ad Group 1: This was the best performing ad group (women 51+) which
generated 271 clicks, 52,340 impressions along with a .52% CTR.
57
Ad Group 2: This ad group (women 36-50) only generated 17 clicks and

3,947 impressions.
Ad Group 3: Women 20-35 received only 4 clicks and 3,003 impressions.
Note: ** CTR% is the ratio of users who click on a specific link to the number
of total users who view a page, email, or advertisement. It is commonly used
to measure the success of an online advertisement campaign for a particular
website as well as the effectiveness of an email campaign.
CONCLUSION
This was overall a very successful adwords campaign that surpassed
initial goals.
Most clicks and impressions came from the first ad group (women 51+)
which had a lot of keywords related to older women. Ads that were
shown in the selected cities generated awareness of Luxeires website.
One thing that could be demonstrated further would be to approach
the target audience through different blog spots. Also, creating a
partnership with other leading websites that are similar can call for a
more targeted call to action.
LEARNING COMPONENT:
Utilizing the appropriate keywords and correct ad groups is vital to the
success while using AdWords. Revising the performance on a daily
basis and seeing what type of action was taking place when and
where, allowed for the team to adjust. In finding keywords that werent
making any impressions or making any impact on the campaign were
taken out. This helped in maintaining a solid CTR. The key leading
component was to make sure that the ads remained enticing and
triggered a response to click on.
58
Survey Results
Q1: What is your age range?
Over 39
Q2: Please tell us a little about yourself, including if you work outside of the
home, and if you you live in an urban, suburban, or rural area.
I work from home as an IT Analyst. I live in the suburbs
Q3: What social media and news outlets do you use to stay current?
Yahoo, newspaper and tv
Q4: How often do you travel? Do you travel mostly for work or for fun? What
are your favorite and least favorite things about traveling? What type of
clothes do you pack, and how do you want them function while traveling (i.e.
comfortable, sleek, versatile, easy care, etc.)
I travel 5 times a year for work and pleasure. I pack business attire for work I
try to keep everything comfortable
Q5: Where do you discover your favorite clothes? Please list the stores,
catalogs, magazines, websites and social media sites you use to find the
clothes you love.
Kohls. Carson Macys
Q6: What is your favorite brand of clothing? Why is it your favorite? How do
you feel while wearing it?
I don't have a favorite
Q7: Do you ever wear shapewear or innerwear? What brands do you like best
or least, and why?
I don't wear shapewear
Q8: What are the main reasons why you would buy a shapewear or
innerwear product (slimming, clothing protection, sweat protection, layering
for warmth etc.)? How do you want to feel while wearing shapewear (sleek,
confident, luxurious, comfortable, etc.)?
I would want comfort
59
Q9: Do you own a Luxeire product? If so, please describe your purchasing
experience and how you've enjoyed the piece so far. If not, what would make
you interested in owning a Luxeire piece?
No
Q10: What is most appealing to you about the Luxeire brand? (Some
main features are that Luxeire pieces are made in the United States from
high quality fabrics, come in a variety of colors and styles, are easy to care
for and durable, and help prolong the life of your clothing. They are also
feather-light, slightly sheer, extremely flexible, and have a luxurious feel.)
Are there other qualities that appeal to you about Luxeire? How do you feel,
or would imagine yourself feeling, wearing a Luxeire piece?
Respondent skipped this question
Over 39
Work - business owner Suburban prefer Urban!
instagram NYTimes NPR
1x/month - about half work/half fun Least favorite: flying and limiting amount
I can take. Most favorite: Being in the new place Clothes depend on where I
am going and for what reason. I did take Luxeire on a recent trip and liked
how they take up little space and can be washed in a hotel room sink - quick
drying.
clothes you love.
Local boutiques - here or while traveling Macy's for basics Garnet Hill
Sundance Catalog Honestlywtf.com Vogue Calvin Klein, BCBG, Kenneth Cole
have shopped online at Asos.com; Freepeople.com, and modcloth.com
freepeople Boho, comfortable, neither in style nor out of style
60
or least, and why?
no except a bra (usually Calvin Klein orWacoal)
I usually prefer not to layer. But will do so for warmth. I like the luxeire as a
piece that shows - under a jacket for ex.
As noted above, easy to wash & care for, no fading, no stretching out, it is
comfy,stretchy, and not confining. Superior fabric.
I purchased since my friend is the maker! Other reasons: the quality fabric,
the variety of styles, non-shaping.
Over 39
Work outside home, suburban address
New York Times, ABC Evening News, MSNBC online
61
Travel for both work and fun, flights 6-8 times/year. I travel with comfortable
clothes that don't wrinkle much and don't require much in terms of
accessories.
clothes you love.
Ann Taylor outlet, Jones New York outlet, Talbott's, Macy's, Bloomingdales's,
Eddie Bauer
Probably Ann Taylor or Calvin Klein. Work clothes that are comfortable, fit
well, and get me lots of compliments.
or least, and why?
No
I might consider some that are slimming.
No
62
Over 39
work outside the home; live in suburbia, 2 teenage daughters
NPR, local television stations, regional on-line news content
travel 3-5 times a year; half for work. Need clothing to be easy to pack, stays
crisp looking, professional, and contemporary.
clothes you love.
through referral by friends, some catalogues, children!
don't have one
or least, and why?
no
don't purchase
63
No
N/A
Over 39
Retired, architect, urban, married, mother of three (grown)
NPR, Washington Post, Facebook
At least 3-4 times a year, for fun and family events. I HATE packing for
multiple events, different possible weather conditions. I LOVE sightseeing,
galleries, history, but also beach/mountains outdoors. So you see I need
things that are very versatile, and coordinate easily. Comfort is key, as is
easy care. I don't need to look "stylish" but like to not look "frumpy". Black is
my basic, but always want some color accents to mix/match.
clothes you love.
Chico's, Macy's, Travelsmith, Orvis, Nordstrom Rack, J.Jill
64
Don't have one.

or least, and why?
Avoid it if I can, but wear spanx.
Slimming and "bump" control only. Comfort would be nice but I've never
found any that was. For extra warmth I wear silk camisole, long underwear,
because they pack easily and I can put them in my purse if I get too warm.
Do not own. Looked online and might be interested in sleeveless cami but
can't see wearing long sleeved pieces as I spend most time in warm climate.
Made in US, styles, easy care, durable, lightweight. Maybe I'd feel more
sleek...
18 to 39
I work at home in an urban area.
Instagram, Twitter, Snapchat, Youtube.
65
I travel maybe once a year for fun. I love eating new food and sightseeing. I
do not like flying although it is convenient. I pack clothes that are easy to
pack (dresses, and skinny jeans). I do not pack bulky items like coats or
boots. I like all of my clothes to be comfortable when traveling.
clothes you love.
H&M Sorella Boutique sosorella.com American Apparel/Urban Outfitters
H&M. It is affordable and cute. I feel comfortable in their clothing.
or least, and why?
I wear spanks with certain dresses. I do not know the brand but I bought it
from Macy's.
I wear spanks to cover up cellulite. I feel like the clothes look better on me
with the spanks on. I do not think spanks are comfortable though.
No. Their shapewear looks thin and comfortable.
66
I like that the pieces are thin and flexible. Usually undergarments are not
comfortable. I think I would feel more comfortable in a Luxeire piece and
wish they had shape wear for the legs too.
Over 39
Urban Realtor
Newspaper, NPR
Travel frequently, and clothes' flexibility us key
clothes you love.
Coldwater Creek, Travelsmith, Soft Surroundings, Chicos
or least, and why?
Aeldom
67
Slimmibg
Don't gave any
Over 39
Professor, suburban
Twitter, FB, SmartNews, Radio, Newspaper, TV, Trade Mags
Not often. Work. The cost. Easy to pack, wear, care for.
clothes you love.
When I need something, I go to the local mall. I don't have time to shop and
rarely order things online.
68
I don't have a favorite brand. There is a store in Traverse City that I like Haystacks. Cute, fits well, easy to care for and affordable.
or least, and why?
In the winter for warmth. Don't have a favorite brand, but have some cuddle
duds.
Layer for warmth. Never tried shapewear.
No.
Not sure, haven't tried it.
Over 39
I live in downtown Grand Rapids, work full time, volunteer part time, have a
husband, 4 grown up kids, 3 grandkids, and a dog.
Michigan Radio, New York Times Sunday edition, Facebook
69
I travel for work and fun, at least once a month. I love airports, trains, and
car trips. There are no travel-related least favorites for me. I pack light, and I
make sure that anything I pack is versatile and comfortable, appropriate for
a variety of occasions, as possible.
clothes you love.
My top shops are Banana Republic, Loft, Ann Taylor, J. Crew, and Macy's.
Banana Republic is my favorite because it fits well, is reasonably proced, and
can be used for work and non-work events.
or least, and why?
I wear Spanx, Bali, and Vanity Fair brands. I have no preferences other than
fit.
I wear innerwear for warmth and coverage. Comfort is key.
I have 2 long sleeved products. I contributed to Kickstarter and received the
items as a premium. I wear one or the other (black or tan) almost everyday.
They are comfortable and provide coverage and warmth.
70
The shape and fabric are just right for my needs.
Over 39
Live in rural setting. Actually live full time at our old cottage. Two grown kids
one married with two kids, they are both.bankers. Our son lives in Kauai, he's
an organic farmer. We travel a lot, Africa, South America, Asia , Europe but
our favorite is the Caribbean! I worked as a flight attendant. Also way after
kids, drove an ambulance, was an EMT.
Read people magazine!! Watch news on tv.
Read question 2. I pack really comfy clothing. I don't wear flashy clothes,
traveling to most places we have been there is so much poverty. I never
bring jewelry, don't want to be a target or show off. Now if I am traveling to a
wedding or event that is a different story.
clothes you love.
I am pretty traditional, talbots is where I buy a lot my clothes. Travel clothes
from llbean, lands end. I do a lot of shopping with Lilly Pulitzer and
McLaughlin.
McLaughlin , classy but not fancy. But Lilly Pulitzer for the color.
71
or least, and why?
I hate to spend money on those. Hate spanks, who wants to sweat trying to
get them on!
Comfortable!
No
Have never heard of luxeire.
Over 39
Work inside the home in an urban area with two kids and my husband. Writer
and child advocate.
Facebook, Instagram and Twitter. BBC news, CNN, Huff Post and MLive.
72
I travel 4-5 times a year and always pack only a carry on no matter the
length of trip. I pack easy care items, that can go day into night and can be
washed in sink if necessary.
clothes you love.
Nordstrom, JCrew, Banana Republic, Calvin Klein
or least, and why?
I don't wear shape wear as I find it constricting. I do have a Luxeire product
thought that I love because it's lightweight, form fitting without being tight
and gives me an extra layer in the cold winter months. I often wear
camisoles as well mostly from Banana Republic because they have a satin
trim that accents my outer wear. I wear these for warmth in the winter.
Warmth, protect clothes. I feel sleek and comfortable.
Yes, see above.
73
I love the fabric and how soft, light and form fitting it is. I need more. I do
wish the cost were a bit lower though.
Over 39
live in suburbia, nw side of town. work outside of the home, 3 dogs at home
facebook, twitter
3 x a year for fun, least things to be out of my routing, favorite to learn the
world and cultures, comfy and dress up clothes
clothes you love.
have a shopper...
no one favorite, although Carlisle expensive but impressive
or least, and why?
no
slimming
74
no
Over 39
Work outside the home in urban; live suburban
Watch TV on all news outlets; check Mlive, MiBiz, GRBJ, listen to local radio
and some NPR not particularly glued to social media
Modest, mostly instate travel for work (Detroit area). Leisure travel south
once or twice a year. Work professional for work; coordinated color, combos,
non-sloppy shorts, pants for leisure, plus fitted jeans. Always "airconditioning" sweaters or jackets. Avoid dry clean only apparel
clothes you love.
Macy's, Nordstrom's, Dillard's, Steinmart, TJ Maxx, Marshall's. Sometimes
price compare among them for sought-after purchase. Sometimes can visit
store.
75
No really favorite brand. Whatever I happen to like that is affordable
or least, and why?
no
Would buy if I wanted to create sleekness in a more fitted dress or garment. I
do wear tank tops that can alleviate "mis-placed" skin.
no.
Over 39
Not working now. I was working partly at home and partly at Doctors office
prior to this. We live in the Suburbs.
The Skim - The Economist - NY Times - Facebook links from friends
76
Travel often, mostly to see friends and family. Comfort is key, but kind of
stylish too.
clothes you love.
TJ Max - Banana Republic. Prefer botique stores. I hate catalogues.
Prefer solid, natural fabrics and well made. And comfortable but stylish
or least, and why?
no
don't know it. I guess I better look for it.
18 to 39
77
Live in a rural area and work outside the home (at a university)
Cnn, New York Times, local newspaper
I travel a few times a year for work and for fun. I pack comfortable and easy
care clothes.
clothes you love.
Banana republic, jcrew, the limited
Banana republic fits me the best
or least, and why?
N/A
N/A
I have never heard of it
78
Sounds great!
Over 39
I'm a elementary teacher. I live in Kansas City
Internet and TV
I travel once every three months for fun. I like new experiences and I don't
like going thru airport security. I pack casual clothes and wear them including
shoes but always bring something to dress up in. I like to be warm so I
always dress that way especially at airports.
clothes you love.
I should at a store called half of half for best deals on designer clothes.
Nordstrom rack as well.
Theory the brand is plain, classy, petite like I am. I like jbrand as well.
79
or least, and why?
No
No
No, I am not familiar.
Sounds good.
Over 39
Designer/ stay at home mom Suburban area
Facebook
80
Travel for family vacation to Europe one a year.Sleek versatile,easy care.

clothes you love.
Neiman Marcus, Saks Barneys And online.
I love Chanel Lanvin Tom ford I love couture pieces, I feel amazing
or least, and why?
I wear shape wear sometimes don't love any of the brands I wear.
Comfort !!!! I would like to feel sleek confident, luxurious, comfortable.
I own 3 different styles. Luxeire pieces are amazing!!!!!!!! I love all the pieces
that I own.
All of the above. This is an amazing product. I would love to have underwear
in this fabric.
81
work outside the home. Live in a small city around 25,000
npr, msnbc, facebook
I take a few trips a year. Mostly for fun, twice a year for work. figuring out
what to pack is a challenge, different weather, trying to fit it all in. I want
comfortable, somewhat stylish clothes that are easy care.
clothes you love.
eddie bauer, brand websites and emails, a little zoolilly,
Varies
or least, and why?
not often
I want to feel sleek and comfortable. I haven't found that balance, so that I'm
slimming and not bulging out, and I'm a thin to average weight.
82
I don't know the brand

Over 39
Work outside the home. Live in an urban setting.
FB, Reddit, the skimm, nightly news, NPR, Wall Street Journal, & Sunday
NYTimes
Medium amount, mostly for fun, least favorite part: packing, airport/travel
(getting there & back). Favorite, living as locals do. Comfortable, easy care,
versatile, flattering.
clothes you love.
Magazines, catalog, Internet shopping
??
83
or least, and why?
Yes, spanx & luxeire
Slimming/spanx, alternate/luxeire for other layering pieces that are
binding,restrictive, & hot
Yes, excellent
Easy & comfortable to wear -- makes my life easier
18 to 39
I work as an infant teach at a KinderCare daycare. I live in the south suburbs
of Chicago.
Facebook, Instagram and Twitter.
84
I do not travel often. Airplanes make me nervous. I like to take short road
trips or staycations. I always pack the most comfortable clothing & lots of
snacks.
clothes you love.
Target, lane Bryant, forever21. Instagram is where I find inspiration and
different websites.
I don't have a specific brand. I like the xhilaration line from target. The
clothes and comfortable and cute.
or least, and why?
No
NA
No
85
I have never heard of the Luxeire brand before.

Over 39
live in small town america, own my own business, travel world-wide to speak
ABC news, industry magazines and online
monthly for work enjoy going to new places, don't like waiting in airports
pack clothes that don't need ironing select items that go together in multiple
ways pack accessories to accent outfits and change the look prefer pants
over skirts or dresses
clothes you love.
Chicos consignment shops thrift stores
Eileen Fisher Quality in fabrics, construction classic in design classy and
comfortable
or least, and why?
sometimes a camisole when the top is sheer other than that, not really
86
smooth my "lines" feel good on my skin would feel confident and "looking
good!"
never heard of it before this survey don't think I would spend the prices for
the items very limited offering probably not for me, unless I saw it at thrift
store as I love quality fabrics and construction
I visited website to see what they offer I like US made Probably would feel
good, but don't know if it might be constructing FYI - You didn't solicit, but I
do have some comments... Questionnaire didn't introduce the brand or
products or leave a place for general comments. I believe a rating of 1-10
least/most likely is more objective than open-ended questions Many
questions seemed to be leading the reader to give the answer wanted,
suggest more neutral words.Hope this helps!
18 to 39
Work in Chicago, as an accountant. I work in a high-rise downtown.
Facebook
87
I travel 4-7 times a year. Both work and fun. Favorite thing is the chance to
experience a new place and culture, least favorite the airport and time it
takes. i pack for every occasion - work out clothes, something fancy, and
comfortable clothes.
clothes you love.
From Facebook ads, lululemon, raw threads, black house white market,
banana republic.
Lululemon (workout clothes) and Black house white market (work clothes).
Looks good, functional, and comfortable. I feel confident wearing it.
or least, and why?
No.
N/A
N/A - No, I dont.
Most appealing would be the fact that made for prolonged use.
88
Over 39
live in East Grand Rapids work as clinical psychologist
emails
travel monthly - just did carribean islands, Northern Europe this summer lots of time simply up N in Harbor Springs - color coordination - mix and
match is huge - different functioning pieces that coordinate
clothes you love.
magazines, websites of loved brands
lilly pulitzer, tory burch, lululemon
or least, and why?
lululemon thongs
comfort - non itch and hopefully protection from YELLOWING from sweat
good clothing
89
2 pieces - blk turtleneck, rouched sh sleeve
feel of pieces
90
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97
Research from Databases
Many upscale brands are no longer exclusive to the excessively

wealthy, and management consulting firm Bain and Co. estimates that
spending on personal luxury goods in the U.S. rose a steady 5% last
year to about $73 billion. And when we look at global spending on
luxury goods, the U.S. is at top the list. In fact, Americans spent more
on luxury goods than consumers in Japan, Italy, France and China
combined. (The luxury retail landscape report by Nielsen)
The established luxury consumer segment represents the traditional

affluent luxury buyer who values high quality and exclusivity above all
else in luxury products. High-quality service is also vital in interaction
with this discriminating segment. When engaging these quality-focused
consumers, brands should emphasize excellent craftsmanship and
classic styling. These older, more established consumers live in
affluent enclaves like Marthas Vineyard, Mass., and Jackson, Wyo.
Because these consumers have already made it, they dont feel the
need to prove themselves with luxury goods. Rather, luxury items play
a more subtle role in their lives. These quality-focused consumers
frequently shop at brands like Brooks Brothers and Pottery Barn;
however, this group is also more likely to purchase specialized, limitedrelease goods and services.
New luxury consumers are most likely to live in tech-hubs like San Jose,
Calif., and San Francisco, Calif., and theyre likely to shop at upscale
retailers like Anthropologie, Bloomingdales and Crate & Barrel.
Similar to the new luxury consumers, the Keeping up with the Jones
segment uses luxury items as a way to signal their success within their
communities. Luxury brands interested in engaging with this segment
of suburban families should position their products as symbols of
success, affluence and belonging. These suburban consumers are most
likely to live in Salt Lake City, Utah, Los Angeles, Calif., and Portland,
Ore. and shop at a mix of luxury and aspirational retailers like Banana
Republic, The Gap and Macys.
98
The aspirational consumer market is vital for luxury brands looking to

achieve volume and growth. Younger Aspirationals tend to live in
college towns like College Station, Texas, and Lafayette, Ind., and they
often shop at retailers like Burlington Coat Factory, Express and Old
Navy. Older Aspirationals tend to shop at retailers Stein Mart and
Chicos, and live in Florida locales like Homosassa Springs, Punta Gorda
and Sebring.
99
100
101
102
Christian Dior
Designer Christian Dior opened his fashion house in 1947, and Christian Dior
SA was established in 1988 when 42% of the company was sold to the
public. The holding companys operating unit, Christian Dior Couture, designs
and makes some of the worlds most coveted haute couture, as well as
luxury ready-to-wear fashion and accessories for men and women. Its luxury
goods categories include womens, mens, and baby fashion and accessories,
fragrance, make-up, skincare, jewelry, watches and timepieces, and wine
and spirits. Through its subsidiary Financiere Jean Goujon, the company also
reportedly holds a 40.9% share in LVMH.
In Diors fiscal year ended June 30, 2014, revenue increased to about $39.22
billion. All business lines, including the companys shares inLVMH,
contributed to its performance.
Dior is headquartered in Paris, France.
103
LVMH Mot Hennessy Louis Vuitton

LVMH Mot Hennessy Louis Vuitton SA is a world leader in luxury,
possessing a portfolio of more than 60 prestigious brands. Created in 1987,
the group is currently active in five different sectors: Wines & Spirits, Fashion
& Leather Goods, Perfumes & Cosmetics, Watches & Jewelry, and Selective
Retailing. The LVMH groups mission is to represent the most refined qualities
of Western Art de Vivre worldwide and continue to be synonymous with
elegance and creativity. The groups products combine tradition with
innovations, with almost 100,000 employees sharing its values. LVMH
represents a large range of companies and brands, including Louis Vuitton,
Fendi, Donna Karan, Loew, Pucci, Dom Perignon, Givenchy, and Guerlain.
Revenue for the fiscal year 2013 was about $37.23 billion, an increase of
3.7% over the previous year. In 2013, it operated a retail network of 3,384
stores across the globe, 669 of which were in the US. The US accounted for
23% of its total revenue.
Looking forward, the company plans to build on the success of its flagship
brands, grow and develop its lesser-known brands, and build strategic
alliances with like-minded companies. It expects to accomplish these goals
by sustaining innovation, sustaining quality, guaranteeing brand autonomy,
implementing synergies among brands, and developing teams of excellence.
LVMH is headquartered in Paris, France.
Kering
Founded in 1921, Kering SA is a world leader in apparel and accessories. The
company depends on a multi-brand strategy, and it operates within both the
luxury space and the sport & lifestyle space. Its luxury and designer brands
include Gucci, Bottega Veneta, Saint Laurent,Alexander McQueen,
Balenciaga, and Stella McCartney. In 2013, luxury sales accounted for 26% of
total revenue, an increase of 7% over 2012.
Kerings revenue increased slightly in 2013, but its profit margins were
essentially nonexistent. During that fiscal year, the company acquired a
majority stake in luxury fashion brand Christopher Kane. It also acquired
jewelry group Pomellato and completed the integration of luxury companies
Qeelin and Brioni.
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Kering directly operates 1,149 stores worldwide 197 of which are in North
America and its brands are distributed in more than 120 countries. The
company also operates several localized e-commerce sites. Whats more, all
of its brands boast mobile sites. The company expects that e-commerce will
drive its growth.
Kerings headquarters are in Paris, France. The company employs more than
35,000 people.
Brand spotlight: Calvin Klein

Acquired by PVH in 2003, Calvin Klein is a mens and womens apparel brand.
The company sells its products using several labels, each of which has its
own marketing identity. Its highest-end brand, or halo brand, is Calvin Klein
Collection. Calvin Klein Collection features luxuryapparel and accessories for
men and women. It is sold in department and specialty stores. Other Calvin
Klein brands include Calvin KleinPlatinum Label, Calvin Klein White Label,
Calvin Klein Jeans, and Calvin Klein Underwear.
Calvin Klein sells its products through wholesalers and through 3,000 retail
stores across North America, Europe, Asia/Australia, and Latin America. The
majority of sales (57%) are generated in North America. Calvin Klein also
operates e-commerce sites in the US; e-commerce sites for Europe, Brazil,
China, Canada, and Mexico are in the works.
Burberry: Burberry was founded in 1856 and has been famously

associated with its gabardine-checked fabric, invented by founder
Thomas Burberry. Burberry-lined trench coats, worn by British
soldiers in World War I, became a company icon. Burberry operates
retail and wholesale businesses and a licensing network, selling mens,
womens, and childrens apparel and accessories. The brands nonapparel categories include leather goods, handbags, watches, beauty,
and fragrance. Burberry is headquartered in London, UK.
Herms: Herms was founded in 1837 by harness-maker Thierry

Herms. The company, which got its start making harnesses for horsedrawn carriages, makes and sells luxury goods in nearly 15 categories,
including leather goods, scarves, ties, watches, stationery, gloves,
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tableware, jewelry, perfume, mens and womens apparel, footwear,

textiles, and home goods. Unlike many other luxury goods companies,
Herms does not grant licenses to other companies, and it makes most
of the products it sells. The company is headquartered in Paris, France.
Prada: The Prada brand was created in 1913. The brands iconic
trademarks, which are recognized around the world, incorporate the
Savoy coat of arms and Savoy figure-of-eight knot, reflecting its
heritage as an official supplier to the former royal family of Italy. The
Prada brand targets an international customer base that is modern,
sophisticated, attuned to stylistic innovations, and expects
craftsmanship of the highest quality. Prada is headquartered in Milan,
Italy.
Department stores
Barneys New York: Barneys New York, or more commonly known as

simply Barneys, was established in 1923 by Barney Pressman.
Pressman sold his wifes engagement ring in exchange for a lease of a
500-square-foot store at Seventh Avenue and 17th Street in New York
City. Today, Barneys remains a luxury department store offering mens,
womens, and childrens apparel, accessories, footwear,
housewares/home dcor, cosmetics and more from well-known
designers as well as emerging designers. Barneys is known for its biannual warehouse sale, which draws a significant number of shoppers
by offering savings of up to 75% off prices.
Bloomingdales: Bloomingdales was founded in the late 1800s by

brothers Joseph and Lyman Bloomingdale. The brothers opened their
first store in New Yorks Lower East side in 1872 selling a variety of
European fashions. By 1886, the store moved to 59th Avenue and
Lexington Street and continued to expand until it covered a full city
block by 1921. Today, this location remains Bloomingdales flagship
location in New York City. Bloomingdales is now owned by Macys, Inc.
and operates 37 stores. It offers prestige brands and higher price
points than Macys, which is more moderately priced.
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Neiman Marcus: Neiman Marcus is a luxury department store retailer

with 41 locations in the US. The company sells products from high-end
fashion designers in clothing and footwear, as well as a selection of
accessories, home dcor, cosmetics, and jewelry. Neiman Marcus
focuses on superior customer service in addition to offering a variety of
luxury brands. The Neiman Marcus website, www.neimanmarcus.com,
functions as an e-commerce site. The company also has a smartphone
app called NM Service. Other Neiman Marcus brands include CUSP and
Bergdorf Goodman.
Lord & Taylor: Lord & Taylor was founded in 1826 by Samuel Lord and
George Washington Taylor. The first store was opened on Catherine
Street in New York selling hosiery, womens clothing, and accessories.
In 1906, Lord & Taylor moved to Fifth Avenue and is considered the
pioneer in bringing upscale department stores to Fifth Avenue in New
York City. It was the first store to implement window displays. Today,
there are 49 Lord & Taylor stores, which are concentrated along the
Eastern seaboard with the exception of locations in Illinois and
Michigan. In October 2013, Lord & Taylor opened the doors to a store in
Boca Raton, Florida, reinstating its presence in the state after an
absence of a decade. The retailer also operates two Lord & Taylor
Home stores, several outlet stores, and an e-commerce site at
lordandtaylor.com. Hudsons Bay Company owns the brand.
Saks Fifth Avenue: Saks Fifth Avenue was founded in 1924 by Horace
Saks and Bernard Gimbel with the opening of its flagship New York City
store. Today, Saks Fifth Avenue sells upscale designer apparel,
accessories, jewelry, cosmetics, and home dcor items. The company
operates 39 US stores, five international stores, and an e-commerce
site, saks.com. The company also operates 72 US-based outlet stores
under the OFF 5th moniker. Like Lord & Taylor, it is owned by Hudsons
Bay Company.
SRDS Media Solutions Research
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NEW YORK
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109
110
LOS ANGELES
111
112
Market Potential Reports
113
114
115
116
Estimated Female Population by Age
117
118
119
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Acknowledgements
The Orange Cloud Communications team would like to thank Gina Kuyers
and Courtenay Oosterman of Luxeire for giving us the opportunity to work on
this exciting capstone project.
We would also like to thank Frank Blossom for all the time and energy he put
into answering our questions and guiding us along.
A special thank you to Erik Greene for presenting to the class as well as
assisting with our ongoing Adwords campaign.
Our fellow Luxeire team, Crescendo Communications, shared insights and
helped make the entire project stronger. Thanks guys!
We also appreciate all those who gave feedback on the Luxiere survey and
helped us gain insight into current perceptions of Luxeire.
Sincerely,
Stephanie Krings, Becky Casto, Donzelle Collins, & Zack Smith
Orange Cloud Communications Team
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Table of Contents

Stephanie is a senior at GVSU and is majoring

Zack Smith PR Planner/Writer/Editor

Zack is a Senior at Grand Valley State University

Becky Casto Creative Director/Copywriter/Art

Donzelle Collins Media

The main objectives are to:

Brand Luxeire as luxury innerwear

Situation Analysis/Brand Audit

Communication Goals- Objectives

Promote Luxeire through a mailer campaign in select Los Angeles

Send media kits to influential bloggers and stylists in the LA and NY

Increase followers on both Facebook and Instagram by 10% by April

Increase traffic to website by 15% using an Adwords Campaign by April

Survey respondents stated the most appealing thing about Luxeire

KEY FINDINGS FROM SECONDARY RESEARCH

Target Audience- Older luxury consumers value buying experiences,

THREE KEY INSIGHTS

Target Markets - Key Publics, Key Customers

They are interested in fashion

Core Selling Message/Idea

Creative Strategy Brief

CURRENT BEHAVIOR (WE WILL CHANGE)

DESIRED BEHAVIOR (AS A RESULT OF COMMUNICATION)

Creative Action Plan

MarCom Matrix Plan

Public Relations Media Kit Strategy

Google AdWords Strategy

Orange Cloud also recommends to keep moving forward with the

Social Media Strategy

Branded Content Strategy

Mailer Campaign Strategy

AdWords Post Campaign Report

Compare the number of search engine results that bring up Luxeire in

Read comments left by customers on social media, emails, and surveys

Promote Luxeire through a mailer campaign in select Los Angeles

Measure the increase in orders from CA for the end of 2016/beginning

Measure the increase in web traffic directly following the campaign

Send media kits to influential bloggers and stylists in the LA and NY

Measure number of influencer blog mentions of Luxeire

Document any celebrity endorsement of Luxeire and any mentions of

Increase followers on both Facebook and Instagram by 10% by April

Increase traffic to website by 15% using an Adwords Campaign by

Only one of its kind

There is a need and a market for it

It has gotten great feedback

Its claims are true: it is very light, stretchable, not restricting,

Solves a problem for women

Only sold online at the moment

Very new, Hardly anyone knows about it

Cost of barcodes is prohibitive

Partner with other high end brands

Become a global brand

Appeal to celebrity stylists

Appeal to high-end vintage bloggers/collectors (extra need to protect

Being categorized incorrectly, ie: HSN, TJ Maxx, etc.

SECOND CALL BACK REPORT

AdWords Pre-Campaign Report

Luxeire, Grand Rapids, Michigan

Goods and services offered: Luxurious innerwear services to women

Launched 2 months ago

Luxeires goals are to raise brand awareness among consumers and

Facebook, Instagram, LinkedIn

Other relevant information