MAISON GOYARD
FRENCH TRUNKS AND LEATHER GOOD MAKERS
CURIOSITY - ANALYSIS - STRATEGY
OBJECTIVE: Raise brand awareness and drive sales.
TARGET: Millennial over achievers, who take pride on always being ahead of trends. Obsessed with self-image, they constantly seek indulgence through high quality materials and experiences.
CHALLENGE: Reach the target audience in a modern way, while staying true to Goyard’s traditional values and without the use of paid media.
PROBLEM: Goyard has trouble connecting with Millennials, struggling to find a balance between tradition, luxury and contemporary communication channels.
Why? Where? When? How? What? questions lead us to amazing INSIGHTS
CATEGORY INSIGHT: Top-level craftsmanship and quality is just not enough in this category. Consumers looking to acquire luxury accessories demand VIP treatment and expect to be catered to in an extremely personal way.
BRAND INSIGHT: Francois Goyard who began as young apprentice trunk maker in 1845, is responsible for the brand’s manufacturing level of excellence, as he opened state-of-the-art workshops to have total control of the process.
TARGET INSIGHT: They are the commanders, the decision makers at work. Fittingly, they adore being in charge, ensuring their accessories are tailored by them and for them only - and love to elegantly brag about it.
CULTURAL INSIGHT: Heading into the cognitive era, personalization is not just about a product; it’s about a unique relationship between the brand and the customer.
STRATEGIC PLATFORM
UNUSUAL T.A.I.LOR
Mixing and mastering tradition and contemporary innovations, the Unusual TA.I.lor provides customers with a balanced yet unusual experience of intimacy, connection and personalization, while empowering them to share their distinctiveness.
STRATEGIC SOLUTION
Translate Goyard's excellence on craftsmanship, timeless exclusivity, and brand refinement to their Digital DNA.
- Develop an e-commerce platform, which captures and transmits the essence of the traditional onsite experience.
- Use A.I. to provide a one of a kind intimate, personalized interaction between Goyard and customers, while providing shareable content that organically amplifies the buying experience.
NEW WEBSITE FEATURES:
Aesthetic, UI and UX redesign
Designed for Mobile/Tablet
Online Account for returning customers – linked to social profiles (F&IG)
Ecommerce with product personalization capabilities
Complete website redesign, extending the possibility for returning customers to create and manage a personal account. The new website includes updated features and aesthetics ensuring the best UX, but the major feature is an all-new ecommerce section where customers can customize the accessories and place the order online (a feature previously not offered by Goyard). The new platform is a digital interpretation of the in-store personalized buying experience.
CATERED BY FRANCOIS
The core element, which defines the boutique’s distinctive experience, is achieved by the way store representatives serve the clientele. To achieve this exclusive experience in the digital environment, Goyard customers are (digitally) helped by one of three very special characters. Depending of the accessory being personalized, customers are assigned with a voiced-controlled virtual representation of Francois Goyard, his son Edmond Goyard, or original founder Pierre Francois Martin.
The A.I. voiced controlled assistant walks customers through the personalization process, while making suggestions and telling short stories about the product and brand along the way. The virtual character has the ability to answer all the questions a store representative would, as well as providing Goyard’s inside stories only known by these unusual characters.
PERSONALIZED UPDATES
Goyard understands that the buying experience isn’t over until the product is completed and delivered. Through a set of short personalized videos, the virtual assistant shares product updates, including scenes of the manufacturing process as well interesting facts about the production philosophy and methods. From first cuts to final details and shipping, all stages are shared through unique pieces of compelling content that virtually amplify the shopping experience. All handled by a very unusual assistant.