Capstone – Project Charter

HERVE by Herve Leger Launch

A Collaboration Between

Engagement Synopsis

Herve Leger is interested in launching a diffusion line targeting a younger audience. Their current customers are women ranging from 35-70 years old. They strongly believe the future of fashion strongly ties to the next generation, 17-35, and needs your help understanding that audience and building a go-to-market strategy for the new line.

Company Information

CompanyCentric Brands
HQ
RevenueUnlisted
Employees2500+
StageLarge Enterprise
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttp://www.centricbrands.com

Company Overview

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolLong Island University C.W. Post (LIU Post)
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
ProgramFashion Merchandising
CourseFashion Merchandising Branding & Marketing
LevelUndergraduate
Students Enrolled10
Meeting Day & TimeThursdays 2:00 - 4:40 PM
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration14 weeks (09/02/2020 - 12/03/2020)
Departments InvolvedAccount Management
Growth Strategy
Marketing
Product Design & Development
Sales & Business Development
File Attachments

School Supervisors

Instructor

Cherie

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • July 31, 2020

    Finalize Project Scope

  • August 3, 2020

    Company Application Deadline

  • October 5, 2020

    Project Kickoff

  • December 11, 2020

    Final Presentations

Key Milestones & Project Process

  • September 24, 2020 - Deep Dive on Current Product Catalogue and Target Audience for Herve Leger

    Review this background information:

    • Herve Leger Brand Book
    • Herve Leger Board Deck
    • Herve Leger Instagram
    • Herve Leger Website

    Consider these questions:

    • What’s the history of Herve Leger? 
    • What types of products does Herve Leger currently sell?
    • What’s the price point?
    • Who is the target audience?
    • Who are the main competitors?

    Suggested Deliverable:

    Prepare a presentation showcasing your understanding of Herve Leger’s products, target market, and competitors.

  • October 15, 2020 - Team 1: Competitor & Market Analysis; Team 2: Target Market Analysis

    GENERAL QUESTIONS:

    • Why does Herve Leger want to launch HERVE ?
    • Who is the target audience for HERVE? Consider: Psychographics, demographics, price point, etc.

    TEAM 1: Competitor & Market Analysis

    • Who are the key competitors for this market segment?
    • What does their product catalogue and marketing strategy look like?
    • What is the sales and product volume for each of these competitors?
    • How do these customers distribute?
    • What other criteria can you use to compare HERVE to the market?
    • How large is the market size? Gross sales, volume, etc.

    TEAM 2: Target Market 

    • What are the wants and needs of the target customer?
    • Where does she shop?
    • What does she do in her spare time?
    • What is her favorite form of social media?
    • What is she looking for in her everyday wardrobe? Think of day and evening.
    • How is the Herve customer different than the Herve Leger customer. What makes her unique?
    • Think about all aspects of this customer; come up with a few personas for the Herve customer

    Suggested Deliverable:

    Team 1: Develop a fully comprehensive market analysis and competitive report Team 2: Develop a brand book for HERVE

  • November 12, 2020 - Team 1: Distribution Analysis; Team 2: Branding, Marketing and Social Media Strategy

    TEAM 1: Distribution Analysis

    • How should Herve Leger plan to get their products to customers?
    • What are the pricing and cost implications for these options?
    • How would HERVE align with the rest of the Herve Leger
    • How can you ensure these products would not cannibalize or de-value other Herve products?
    • What distributors would be helpful to partner with?
    • What types of online and retail curators should HERVE be targeting?
    • What would be your strategy to achieve the largest distribution possible?
    • What volume of product do you expect HERVE to distribute over 1-3-5 year period if successful?

    TEAM 2: Marketing Strategy

    • How do you plan to reach your target audience?
    • How would you plan to launch the new label?
    • What influencers would be a good fit to showcase HERVE’s new products?
    • What media outlets might want to cover something like the launch of HERVE?
    • What platforms would you use to reach your customers most effectively and why?
    • What type of marketing budget would you ask for?
    • How would you allocate it across the various mediums?

    Suggested Deliverable:

    Team 1: Develop a Distribution Plan Presentation Team 2: Develop a Branding, Marketing and Social Media Strategy Presentation

  • December 10, 2020 - Finalize Go-To-Market Strategy

    • Should Herve Leger Go-To-Market with HERVE?
    • How much would it cost to go to market? What budget would you ask for? How would you spend it?
    • What are the key product categories you would recommend for Herve?
    • What are the key pricepoints?
    • What should the initial product catalogue look like?
    • Launch ideas
    • Possible Collabs?

    Suggested Deliverable:

    Develop a go-to-market strategy for HERVE including a final report and presentation. Make sure to establish the business case as to why Herve Leger should launch HERVE.