In 1994 Parisian fashion designer Isabel Marant officially launched her eponymous brand, with a strong guideline of “wear what you like”.
In 1997, Isabel Marant received the Designer of the Year Award and opened her first Parisian boutique the following year. Success happened very quickly and she started to diversify her activities in 2000, launching her Étoile line. In 2002, she launched a lingerie line, in 2004 a line for children and most recently, a Men’s fashion line.
The brand style, which is strongly marked by the personality of the designer, is a clever mix of impeccable cutting and unexpected materials, which now makes the brand essential on catwalks and in the wardrobes of Parisian women as well as the likes of Victoria Beckham, Gwyneth Paltrow, Kate Moss, Rachel Weisz, and Alexa Chung. Twenty-six years later, Isabel Marant said in Madame Figaro “My tastes have never changed, I adapt them to the times”.
However, what has changed is the size of the company. From one simple store in Paris, Isabel Marant has since opened dozens of stores all over the world, in the United Kingdom, Spain, the Netherlands, the United States, and Asia. While success is always good, how can brands keep up with this unbridled pace of growth? Explore how, in our Isabel Marant case study below.
Responding to international growth with a complete Media Monitoring strategy | Isabel Marant case study
Complete international coverage
Isabel Marant’s company was faced with a dilemma: how could they keep track of the hundreds of daily mentions of the brand all over the print media, online media and social networks around the world?
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Isabel Marant Étoile Spring-Summer 20 Backstage photographed by @sasha_lytvyn #IsabelMarantEtoile
“We used to manually track brand mentions in the media. We bought and read tons of magazines.” Maxime Hodonou, PR & Showroom Manager at Isabel Marant, told us. This soon proved impossible to keep up with. “We needed a tool to save time and make it easier to track our media coverage.”
This is why the Isabel Marant press team chose the Launchmetrics cloud app Discover, a simple way to bring together all the publications made about the brand in one place: across print media, online media, and social networks.
Understanding the performance of their strategy
“When I start a collection, I look at what’s sold and what’s leftover. It’s like sales and profits, except profits are concrete,” said the designer of Isabel Marant in her interview with Madame Figaro. said the designer of Isabel Marant in her interview with Madame Figaro.
No entrepreneur can ignore the results and the way they are calculated is a key factor of success for any fashion brand. Isabel Marant’s designer understands this. This is why having all the media coverage for the brand is not enough; you have to go further and analyze the valuable data. Thanks to Launchmetrics’ reports, the Isabel Marant team was able to collect cross-channel engagement and metrics to understand which strategies are most effective, using this data to guide their future decisions.
Using an intelligent Media Monitoring strategy to make the right decisions
While saving time in managing Isabel Marant’s mentions is an important factor, “the ability to analyse coverage results and sort by mentions, channels, languages and regions” to obtain Insights on the performance of each campaign, line, or product launched by the brand, is the real key to successful international growth.
The information collected with the Discover app helped support the Isabel Marant team for their future campaigns, giving them insights to improve their content strategy and message. It also helped them identify new potential partnerships with Influencers. Influencers now play a key and increasingly important role in the fashion industry.94% of fashion, beauty, and luxury brands in 2020 have found influencer marketing effective in driving sales, according to our annual State of Influencer Marketing Report.
By collecting media mentions, which is simply impossible to achieve manually at a high international level, Isabel Marant is relying on invaluable data to fully understand the performance of the strategies they launch and to adapt their future strategies.
If you would like to know more about other brands, and read the full Isabel Marant Case Study, please visit this page! To find out more about the Discover app, click here.
By Gina GulbertiVICE PRESIDENT OF MARKETING
Gina is passionate about storytelling, creativity, and digital strategies. As Vice President of Marketing, she leads a rockstars team from the sunny city of Madrid! Being a crazy savvy marketer, in 2020 Gina co-founded the global community of b2bmarketers.com and currently combines all this activity, teaching Inbound Marketing in different business schools.
