Massimo Dutti Digital Marketing Strategy

1. Anyarat Priyawat . Kine Paulsen . Linjie Li. Pin- Ru Kung . Sona Martirosian . Danny Zhu NYU MS Integrated Marketing Digital Marketing Strategy

2. Established in 1985 in Spain Owned by Inditex Group Product Line Women : Clothing, Accessories, Soft, Fragrances, Eyewear Men : Clothing, Accessories, Soft, Personal Tailoring, Fragrances, Eyewear Children : Boys & Girls clothing Baby Financial information The sales reached 1 billion euros ($1.3 billion) in 2012. The revenue growth > retail space expansion Inditex’s most profitable brand in 2011 Operating margin 24 19

3. 521 stores I n 47 countries 2 US Stores : NYC (Fall 2012) , 689 5 th Ave   Washington DC (Fall 2012) Stores

4. European Style

5. Target Audience Cosmopolitan, Urban Between 20-35 years old NYC locals and tourists Young professionals or office staffs Like to urban, elegant, classical and sophisticated clothing styles Enjoy quality and good design at a price Upper middle and upper social economic class

6. Strong European presence Classic European style Prime location on 5th Ave Visually appealing website Engaging video content Strengths Low US brand awareness Low social presence (compared to competitors) Not utilizing all appropriate social channels Not using paid search, paid social, or display ads Weaknesses Threats Opportunities Over saturated marketplace Many European brands entering the US marketing in the past 5 years Many well established competitors with large digital followings Growth in the US market, specifically NYC Leveraging digital marketing practices to grow digital presence and increase US brand awareness Use digitally tied local promotions to attract customers to the NYC store SWOT

7. Type: Subsidiary of LVMH Founded: 1989 Number of location: 70 Headquarters: 550 Seventh Avenue, NYC Products: Fashion , leather goods and watches Type: Division of The Gap, Inc. Founded: 1978 Number of locations: 642, more than 500 in United States Headquarters: San Francisco Type: Public company Founded: 1967 Number of locations: 631 Headquarters: 650 Madison Avenue. NYC Annual revenue: 4.98 billion , FY 2010 Type: Private Founded: 1983 Number of locations: 333 Headquarters: 770 Broadway, NYC Annual Revenue: 1.7 billion, FY 2011 Competitors

8. 6.7 M 438 K 40 K 4.5 M Competitors

9. Current Digital Presence Digital Platform Detail Website √ No social network links Facebook √ All the content is about p hotos featuring products and models; No interactivity; Less activity. Twitter √ For c ustomer service: Just answering questions Pinterest √ Few people like or repin the pictures; not connect with its other social network; relatively fewer followers Instagram √ Not active Youtube √ High quality videos; Not organized Blog √ Good content; Hard to find the blog; Less active APP √ For E-commerce; No brand experience SEM X Display X Email √ There’s enews letter sunscription link, but I’ve never received any . 321K 16K 1 K 3K n/a

10. Problems Low Brand Awareness Word of mouth strategy Competitors

11. Problems Lack of customize marketing effort Diversity in the marketplace Average-poor reputation on customer service online Staff lacking product knowledge

12. Objective Increase awareness in US Increase store traffic in NYC

13. Recommendations Utilizing paid digital media Editorial placements In store blogger events VIP s hopper event Social media tie-ins

14. Banner ads Facebook Ads Sponsored Posts video Paid search Paid Media

15. Editorial Placements

16. NYC Fashion Blogger Event # MassimoDuttiNYC

17. E-mail Invite Only VIP Shopping Event

18. Social Paid Social Banner Ad Paid Search MD Blog Email In Store Event Website Store User Generated Content Call-to-action Invite people to join newsletter Inform of launch Send out invitation Social and blog posts User Generated Content Media Tactic

19. Paid Search Banner Ad In store Event Social Media Website MD blog Launch Media Schedule Magazine Update Email Paid Social Update Launch Maintain Improve Blast Digitally-tied Launch Launch Mid Pre-Launch April Launch May-Aug Maintain Oct - Dec Eval . Sept End Jan Improve Improve Improve Discount Push Improve Improve End Mid: Measure success and how to improve End: Measure success and how to improve

20. Thank You