I – HISTORYHistory of the Brand «LEONARD» :The Léonard House was founded in 1958, in Nîmes, by Jacques Léonard and Daniel Tribouillard.Constantly innovating around the printing on fabrics,in 1960, the designer invents the fully fashioned process for pullovers printing in crylor and wool.In 1968, a first ready-to-wear collection around silk jersey creations printed with exotic flowers was signed by the Léonard House, especially orchidsthe. The slogan of the house is«The Leonard dress: 150 grams of happiness», makes a sensation.The house opened a first shop in Paris in 1971 and moved to New York in 1974. From 1975, the company multiplies the collections of licensed products, such as ties, silk squares or the arts of the table (in 1979).In 1985, the diversification strategy was extended to leather goods, glasses, watches and jewelery.In the 1980s, the Léonard House triumphed in Japan after the presentation of a collection of kimonos in Tokyo in 1983.Daniel Tribouillard was the first Western person to penetrate the ancestral manufacturing secrets of the traditional Japanese dress for 2000 years.In 1987, the designer bought the Léonard House from Jacques Léonard and became its exclusive owner. Three years later, a new boutique is inaugurated at the 48, rue du faubourg St-Honoré. Member since 1994 of the French Federation of Couture, the company installs its offices Rue Pierre I of Serbia, in the Parisian Golden Triangle and presents its collections at the Carrousel du Louvre.Artistic Directors:Daniel Tribouillard (until 2001)Véronique Leroy (until 2011)Maxime Simoëns (2011)

II- BRAND IDENTITYPositioning Values»chic, light, floral Japanese inspiration»or»femininity, blur, Asia, print, flower, color»His Concept ADN code:Originally the reputation of the Maison Léonard emerged by reinventing the kimono in 1984 to meet the demand of the Japanese authorities. Their aim was to revive this traditional and ancestral clothing ... and sure it was in Japan that French brand reputation was built.Lines & StyleThe lines and design of this garment was to implant throughout the collections the basic graft of the Leonard brand, a classic and elegant look of Japanese and floral inspiration.From this inspiration the brand kept marking emblems for its development, specialy floral prints - including chrysanthemum, «flower without geometric limits» according to Daniel Tribouillard .Also the quality of the material and the fluidity in its lines are remarkables.This priority choice of prints and materials close to the silk fabric allows to envelop fluidly the curves of the body for its better emphasize where the printed flower has a dominant place.Thus, the original graft of the brand is extended over all the creations along the collections.

BRAND IDENTITY

Recently, the current Creative Director, Christine Phung, still draws inspiration from her motifs in the historical archives of the Leonard House, containing engravings painted from its origins.Her selection process :- how she finally chooses a floral or abstract pattern rather than another- the way she reveals and extends this intransec ADN in these new collectionsNaming - Leonard ParisFrench sounding brand accentuating this reflection by its complement with the name»Paris», symbol of luxury and «good taste» for a foreign clientele.

Messaging:(imaginary stories linked with the brand or the product): the East and the journey.Into the wild, on the Canada’s Great Lakes shores, with autumn colors.An almost Native American sideTropical -digital -sensual.Promises: quality, timelessness and flowery patternsLeonard is a perfect wedding between innovative know-how and master craftsmanship.A Leonard dress is unique.A Leonard design is an exception.These are the characteristics of a sustainable luxury brand.We work on timeless prints and cuts with the aim that the piece last and can live for thirty years. Leo-nard has this timeless aspect, and can look a bit out of time.That’s why I work with the archives .They keep a modernity while having several years.

III - TARGETConsumer PositionGlamorous woman, girls of the world, Mondaine and cosmo-politan woman Leonard is a traveling woman, a woman of the world. The idea of miscegenation is inherent in our modern lives.today Leonard design is aimed primarily at an elegant and dynamic woman who borrows her sense of freedom and style from the great heroines of the 70s: Loulou de la Falaise, Marisa Berenson, or Diana Vreeland, those who gave bohemian-chic spirit its acclaim.A joyous and traveling soul whose sophisticated appearance has no limit other than that of his imagination. Mondaine and cosmopolitan, the Leonard woman is above all firmly rooted in her time.A collar lavalier, flying in detail to the neck or sleeves, the blouse becomes a pivot piece.She also imagines herself on shirt version with a Texas spirit.A kind of step aside that reveals a touch of humor!Visual design - brand image

Elegant -Romantic-

Classic-Feminine-

Silk-like fabric -Flowers images-

IV - SWOT

Tradition Vs modernity?Since its inception, Leonard House remains a hundred percent family and recently begins transition to digital. Very traditional, it always sees the founder of the house, Daniel Tribouillard, 81 years old to attend the working sessions in the premises of the Very Chic in Paris. He stays alongside his daughters Nathalie Tri-bouillard-Chassaing, general manager since 2011, and Virginie Tribouillard-Bienvenu, Deputy Chief Executive Officer.Here, everything is still done with this old fashioned style especially for the four designers working their delicate handmade floral motifs, orchid stay in mind. Their unique color mixes will then be sent to be printed in Italy.In the workshops the archives of the house are kept also, (5,000 sketches, including 4,000 never used!) since the presentation of the first collection of silk jersey dresses by Daniel Tribouillard in 1968.The aim: modernize the brand while preserving its essence.Strengths:- strong customer loyalty to the brand, considered a classic quality product- very good recognition of floral themes by a loyal clientele- Sales outlets presence on several continents- recognition of the French touch of the brand abroad, especially in Asia.weaknesses:- Pretty framed exploited themes by a too rigid line, with same graphic inspiration.- low communication on new media and social networks (facebook, instagram, etc.)- the brand does not have a real known ambassador wearing the line neither current target nor those to aim.- Leonard's marked classicism limits his expansion towards new trends (young people, niches, collaborations, etc.)Threat:- very good presence of competitors on internet medias- the main competing brands offer "niche" campaigns close to the Leonard brand concept, as did Kenzo with its line "Urban Jungle"- the heart of the clientele is very widely based on a declining target (part of this population with elder ages)opportunities- Leonard's style remains open for niches still poorly graphically developed .- the loyal customer of the brand can bring a renewal towards other generations and social circle.- possibility to complete the ranges with accessories identifying the lines with a specific segment (young).- communication on social networks can quickly create a purchase return on specific niches

V - PRODUCT STRATEGY towards a YOUNG CLIENTELE, like EXTENSION of BRAND LEONARD

1 - ConceptPropose a trip to a pop, fun, connected and futuristic world.Vintage inspiration from the 90s based on gay and flash movies like the famous australian road moovie "Le 5eme Element" (1995) where pop, futurism and psy-chedelism mix and bring us to a different world but modern, provocative but elegant.The aim is to dress up a demanding and carefree youth with modern shock themes that disturb, agitate and provoke, giving a new impetus to Leonard's lines.A concept that appeals to millennial youth.

2- The new clientele of luxuryVincent Grégoire, strategy consultant for the prospective agency NellyRodi said:"The luxury has gone from a generic offer to special responses. Previously reserved forelite, luxury is now confronted with a popular universe in full emancipation.We attends a fusion between street culture and salon culture. Luxury is summoned to react. "The clientele of luxury evolution has been higher in the last 20 years: popularization,democratization, globalization ...From now, Luxury must satisfy a growing and more diversified clientele but also more and more informed, fickle, demanding, selfish and mobile too.The ways to use luxury have changed: from social marker, luxury has become an identity marker, a way of highlighting his good taste and his knowledge, highly esteemed in this social environment.Brands have expanded and diversified to cope with this multiple requests:Nowadays we are facing a phenomenon of "brand stretching". Brands do not hesitate toventuring out of their worlds to reinvent themselves

. 3 - The target: the MillennialsThe millenial generation is a real opportunity for the brand: very fond of luxury (72% of them say they like luxury in a 2009-2010 Ipsos study), it is consumed without any mind feelings,without hesitation, but this generation forces the brand to go further and reinvent itself to stay on the height of this very deman-ding social group.For the millenial generation, luxury is the top of sophistication, both from a material and immaterial side. It uses luxury to stand out itself and like a social catalyst as well.Young from15-24 years olds use luxury to put themselves forward, but they also like to combinebrands and styles to bring out their personality, and not fall into the total-look:They are followers of the "mix and match", but are also part of the no-logo trends,preferring creative brands to classic luxury. They are addicted to "personal branding ".Young people use luxury images to display their personality to put themselves forward, to mix ready-to-wear and pieces from big brands.• Our concept thus takes on a real renewal reality for the brand.• Our trend aims to publish refined, fun and engaging content.• Our new themes remain poetic and luminous as part of Leonard's codes.• Our mix always allows to give a VIP feeling of being . The millenial impression is to be a privileged interlocutor of the brand within a new trend.However, the millennial generation is not ready to spend any amount for luxury: the price must be fair and transparent. To benefit from the total experience, the millenial generation likes to give itself in the act of buying in a physical store, but learns beforehand about all the available channels of the brand's universe.

4 - OpportunityNow, Parallel communication outside the traditional advertising arena: the Millen-nials no longer joint to the marketing bidding. The imperial monologue of brands and the hype of immutable values are over - they must now :-integrate into a polyphonic conversation with demanding consumers,-be adapted to their language and their concerns.Nadège Winter takes the revival of Gucci, whose growth has exploded since the arrival of Alessandro Michele, artistic director as an exemple: «the aim of the uni-verse they develop on Instagram agrees with this generation codes.The idea of the gang, the monsters and the extraterrestrials is an efficient concept, the fact of privileging the humor to the beauty, the return to the origins of the mark, the small videos which make staggered stories ... It works too.«The director Spike Jonze (In the skin of John Malkovich) also captured the trend with itsmulti-award-winning advertising for the «Kenzo World» fragrance: in this adver-tising, we see a young woman escape a stilted dinner and start an unbridled dance in the corridors of the building, breaking with the dominating ethereal aesthetic over the fragrances world.The Leonard brand can begin a similar approach for this target.With new and highlights points as presented, the brand communicates an offbeat and rebellious theme while mixing refinement and elegance.Our theme makes it possible to offer bright and cheerful colors, with a measured

5)What behavior from consumer targets our themes?

Difficult to measure the real impact of these efforts, because the Millennials have a patchwork of conflicting expectations and very contrasting profiles.At Lowkey, customers are between 14 and 25 years old. Numa observes several types of consumers: "There are those who buy to be seen, to belong to a clan."There are those who capitalize on their image.There are those who genuinely love clothes."The pride of his wardrobe is a Ralph Lauren-Polo Stadium jacket from 1992. He hung it for 17 euros in Italy and 2000 elsewhere.For fear of damaging it, it does not come out of the closet. For him, it's worth more than money - it's sentimental.

Concept STREETMarketing :Event ActionA flash mob show in strong capitals, Paris, Tokyo, NY, Milan.The goal is to scroll a dozen mannequin out of the subway.At the time of the parade a bell rings with the slogan "alert parade"At this moment the models dressed in black kimono hiding the new collec-tion undress, begins to scroll in the ram and all go out in a schyncronized way.Thanks to this action people will film the parade and via the social networks (first broadcast channel for millennia). The brand will have a better visibility and a more current clientele.

LOOK 1: Leeloominaï

Jacket

Pant

LOOK 2: LekataribaJacket

Dress

LOOK 3: Laminatchaï

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LOOK 4: Ekbat

Dress

top

LOOK 5: Fhloston ParadiseJacket

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LOOK 6: LeelooJacket

Skirt

LOOK 7: Galaxie

Jacket

Skirt

LOOK 8: Korben

Jacket

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LOOK 9: Satellite

Combinaison

TO BE CONTINUED...