F/W 2016 MENSWEAR
KENZO x ADIDAS
Collaboration Project
K E N Z O X A D I D A S
I-JOU CHIANG AND LEE CHEUNG
F/W 2016 MENSWEAR
PROJET
MISSION
F/W 2016 MENSWEAR
/
Our project mission is to ensure the people feeling positive attitude with the way they look. According to Kenzo’s past collection, Kenzo brings the more closely idea matches our style of a concept. The collaboration between Kenzo and Adidas in great color and model,they are not just only a well-known brand, but a lifestyle brand as well. Besides,there are three visual directions in the collection—Practical,functional and comfortable. The achieved by fabric and color plays a prominent role in our project.Through our collection of design to make customer adapt their adventure in the city,meanwhile, keeping positive attitude,showing lifestyle and enjoying work wherever their live.
1
KENZO x ADIDAS
C O M P A N Y
Collaboration Project
O V E R V I E W
/
C O M P E T I T O R S
Adidas AG was established in 1949 by Adolf Dassler and is headquartered in Herzogenaurach, Germany. It is a household brand name with its three stripes logo recognized in markets across the world. The company is primarily engaged in the manufacturing of sportswear and sports equipment. It offers a range of footwear, apparel, and accessories.
F/W 2016 MENSWEAR
wThe company's offerings include casual and outdoor footwear, golf balls, and hockey equipment. Its products are marketed under the TaylorMade, Reebok, Ashworth, and Rockport brand names. The company had FYE 12/31/2014 sales of $16.8 billion and employs 53,731 people in accordance with its most recent annual filing. From Corporate Affiliations, October 23, 2015 Copyright 2015 Reed Elsevier Inc.
2
/ B R A N D A N A LY S I S
NIKE, Inc. engages in the design, development, marketing, and sale of sports and lifestyle footwear, apparel, and equipment, accessories and services. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. The company focuses on NIKE Brand and Brand Jordan product offerings in seven key categories: running, basketball, football, men's training, women's training, NIKE sportswear, and action sports.
Originally known as Onitsuka Tiger, ASICS was founded in 1949 by Kihachiro Onitsuka. Onitsuka initially focused on Basketball footwear until the brand expanded to cater to a wide range of Olympic sports in the 50's, 60's, and 70's. ASICS introduced their Gel technology in 1986 and it has remained a cornerstone of the brand's running sneakers which include the Gel-Lyte III, the Gel-Lyte V, and the Gel Kayano.
3
F/W 2016 MENSWEAR
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. PUMA engages in exciting collaborations with renowned designers like STAPLE, STAMPD or TRAPSTAR to bring innovative and fast designs to the sports world. PUMA distributes its products in more than 120 countries and employs more than 13,000 people worldwide and is headquartered in Herzogenaurach/Germany
KENZO x ADIDAS
S T R A T G E Y
F/W 2016 MENSWEAR
C O M P A N Y
Collaboration Project
Although Adidas Competitors are rooted in athletic performance wear, Adidas wants to continue to diversify their product portfolios. The path adidas has been taking to expand their "creative ecosystem," is moving into non-sport areas to strengthen their street style and fashion presence. With Adidas's plan to expand its fashion market equity, they will be moving into a very competitive and fast moving market. Working a long vertical retailers like H&M and Zara that move in new product every few weeks. With the creation of a more contemporary assortment Adidas has to differentiate itself. Adidas differentiation is through collaborations: they create shortlived assortments of 10- 20 apparel or footwear pieces that are sold in its entirely.
4
/ B R A N D A N A LY S I S
PARTNERSHIPS
To capture further potential in the sports industry fashion market Adidas has created sub-brands Originals and Adidas Sport Style. Streetwear and lifestyle sports fashion represents a unique opportunity for sporting goods companies. Adidas has been successful in this market segment because of brand credibility and heritage as an important prerequisite. Originals consumers are constantly looking for subsistence and craft and are inspired by passions and stories which we serve through iconic trefoil logo with products such as the stan smith. The Adidas Group is constantly evolving its partnership network within sports and culture, with academic organizations and Other industries in research and development, designers in the fashion industry, other brands and non-traditional sporting goods retailers. To add to the long list of fashion designer Collaborations, Adidas will be adding Kenzo to their line up. The Collaboration will work along the sub-brand Originals. Originals sub-brand is a hub for Creativity and collaborations with a unique point of view.
5
F/W 2016 MENSWEAR
STRATGEY
KENZO x ADIDAS
F/W 2016 MENSWEAR
K
6
E
Collaboration Project N
Z
O
COMPANTIBILITY
F/W 2016 MENSWEAR
/
Kenzo aims to for young customers it’s target market because they want to expand their brands into younger.Kenzo’s customers is mostly the age 25 and up. According to recent kenzo collection,patterns and silhouettes in design seem younger of clothes for men.The group who are have a high income, good job and how to make their life better,most importantly,their like to spend on high quality clothes and unique patterns of them.In addiction to that ,Kenzo,not only focus on design,but advertising and brand image as well. They have been doing well with Vans. The strategy catch on younger customers eyes and building a loyal customers for their brand.
7
F/W 2016 MENSWEAR
KENZO x ADIDAS
8
Collaboration Project
COMPANTIBILITY
Adidas Originals is a sub-brand of Adidas, emphasizing on street style.To be specific about bold design and creative collection in shoes, clothing and other products.Most of Adidas Originals target market who are in between the ages of 20 and 35,the group is youthful in spirit and very unique personally in their lives. Adidas Originals currently want to attract customers from different range.In other words, Adidas Originals has been collaborated with different types of brand or celebrities,such as Yeezy, Pharrell Williams,Rita Ora, so that advertising can be emphasize,change its image as a high-priced brand. Adidas Originals makes the brand interesting and brings highquality to customers.
A
D
I
D
A
S
9
F/W 2016 MENSWEAR
/
KENZO x ADIDAS
O
N
S
U
M
E
R
P
R
O
F
I
L
F/W 2016 MENSWEAR
C
Collaboration Project
Our customer is a workingman,roughly during the age 20 to 35. To our customer,quality of life is an important consideration in daily life. They are not just only spending money on exotic foods and buy brand name clothes or satisfy them basic need,but also like to go to outdoor activities,usually include travel,concert ,museum,exhibition and so on; they will become more energetic, efficient and have an eye for beauty. On the other hand,this group have grown up where they are surrounded by technology, they can easily acquire the latest information through the Internet,as a result of the variety of global viewpoints that make them different—and more unique! They is no denying that work and recreation are equally important in our customer life. After working hard, they like to refresh them bodies and minds, such as surfing,cycling and hanging out with friends.Unlike their predecessors always busy doing job, our customer must strike a balance between work and recreation to lead a happy life. They Work to Live, Don'wt Live to work.
10
E
COMPANTIBILITY
F/W 2016 MENSWEAR
/
Wworkingman
Make Difference and unique
Age: 20 - 35
Digital Natives
The quality of life
Technology Recreation
Global Viewpoints
Work to Live, Don’t Live to Work
Fashion Sense Have an eye for beauty
11
KENZO x ADIDAS
N
S
P
I
R
A
T
I
O
N
B
O
A
R
D
F/W 2016 MENSWEAR
I
Collaboration Project
The collection is inspired by "concrete jungle". Metropolis for our target customers is the most familiar and common thing as they live and work in the city. They take adventure every day, making effort with their work and living in the fast pace of life. The collection aims to not only make our customers prepare smartly to survive in unexpected urban adventure, but also encourage a positive attitude of enjoying the experience and exploration.
12
COMPANTIBILITY
F/W 2016 MENSWEAR
/
13
KENZO x ADIDAS
F / W
Collaboration Project
P R O D U C T
C O N C E P T
F/W 2016 MENSWEAR
Comfortable; Functional; Practical August Delivery / August Color story Our color story is inspired by WGSN FALL 2016 Menswear color trend research.
14
F/W 2016 MENSWEAR
/ PRODUCT COLLECTION
15
KENZO x ADIDAS
F / W
Collaboration Project
P R O D U C T
C O N C E P T
F/W 2016 MENSWEAR
Comfortable; Functional; Practical December Delivery / December Color story Our color story is inspired by WGSN FALL 2016 Menswear color trend research.
16
F/W 2016 MENSWEAR
/ PRODUCT COLLECTION
17
KENZO x ADIDAS
Collaboration Project
A S S O R T M E N T OT B F O R T H E M O N T H O F AU G U S T-$278,000 (RETAIL )
F/W 2016 MENSWEAR
AU G U E ST DEL IV ERY
18
P L A N
F/W 2016 MENSWEAR
/ PRODUCT COLLECTION
19
KENZO x ADIDAS
A S S O R T M E N T
Collaboration Project
P L A N
OT B F O R T H E M O N T H O F D E CE M B ER--$520,000 (RETAI L)
F/W 2016 MENSWEAR
D E CE M B ER D EL IV ERY
20
F/W 2016 MENSWEAR
/ PRODUCT COLLECTION
21
F/W 2016 MENSWEAR
KENZO x ADIDAS
22
Collaboration Project
F/W 2016 MENSWEAR
/ PRODUCT COLLECTION
C O L L E C T I O N
P H I L O S O P H Y
Kenzo for Adidas of this season provide classic and sporty combination on our target male customer who has a mesomorph or ectimorohy body shape, creating their look both fit in formal and casual situations. It is a perfect and practical choice to wear in their working environment and personal social activities.
23
F/W 2016 MENSWEAR
KENZO x ADIDAS
24
Collaboration Project
/
M
R
K
E
T
I
N
G
M A R K E T I N G
F/W 2016 MENSWEAR
D I G T I A L
A
SOCIAL MEDIA AND TRADITIONAL MEDIA The brand will target Facebook, Twitter, Instagram, Youtube and Snapchat. These social media platforms will be used to emphasize different Contents, announcing the product launch, upcoming promotion and events. Also it will be posted or reposted by celebrities/KOLS/fashion bloggers to interact with our target customers. Besides, we will have our advertising On the Website Such as Vogue.com and Nowfashion.Com.
25
F/W 2016 MENSWEAR
KENZO x ADIDAS
26
Collaboration Project
M
A
R
K
E
T
I
N
G
F/W 2016 MENSWEAR
/
x
White color
Kenzo Kenzo
Kenzo
27
F/W 2016 MENSWEAR
KENZO x ADIDAS
28
Collaboration Project
M A R K E T I N
F/W 2016 MENSWEAR
/ G
29
KENZO x ADIDAS
Collaboration Project
F/W 2016 MENSWEAR
B R I C K - A N D - M O R T A R
Our collection,Kenzo for Adidas will sell the product in New York location at first,and expand to Atlanta,Los Angeles etc.
30
O V E R V I E W
M E R C H A N D I S I N G
F L O O R
P L A N
F/W 2016 MENSWEAR
/
31
KENZO x ADIDAS
F/W 2016 MENSWEAR
O
U
T
S
I
D
E
Collaboration Project
S
T
O
R
EXTERNAL SIGNAGE Adidas will cooperatw with one of the most famous graffiti artist in New York. Our collection is inspired by CONCRETE JUNGLE and graffiti artist painting a wall for this collection.
ANNOUNCING COLLABORATION A stand poster will be used in the outside area of Adidas store to advertise the Kenzo for Adidas collaboration.
32
E
M E R C H A N D I S I N G
F/W 2016 MENSWEAR
/
33
KENZO x ADIDAS
Collaboration Project
NON-PRO
F/W 2016 MENSWEAR
We decided on the colla like the feat Originals lo frames.
It will be sh advertising,
34
I
N
-
S
T
M E R C H A N D I S I N G
O
R
E
D
I
S
ODUCT DISPLAY
PRODUCT DISPLAY
d to the ipad that emphasize aboration identity, ipad ture wall with the Adidas ogo made up out of TV's
We will like to an entrance display thought this season. There will be 4-5 mannequins at the entrance display in the Adidas store, Merchandise will be placed on tables and shelves in the entrance of Our selling space.
hown to customer about , product, promotion the
The entrance area will have mannequins in a standing position with different pose.
P
L
A Y
F/W 2016 MENSWEAR
/
35
KENZO x ADIDAS
Collaboration Project
P
I
A
C
K
A
G
SHOPPING BAG SPECIAL PACKAGING INVITATION CARD THANKS CARD
F/W 2016 MENSWEAR
HANG TAG / TISSUE PAPER
36
N
G
M E R C H A N D I S I N G
F/W 2016 MENSWEAR
/
The bag will be white the primary color for the brand logo,and the brand logo is black. For any customer buy goods from our collection,their will have thanks card, tissue paper and hang tags in shopping bag, on the other hand,we also have invitation cards and special packaging for V.I.P customer and luxury customer.
37
KENZO x ADIDAS
Collaboration Project
F/W 2016 MENSWEAR
I N V I T A T I O N
L
U
N
E V E N T S
C
H JUL.31
P A
R T
Y
ST
We will have pop-up cafe on launch party day, serving VIP and target customers coffee and dessert. Also, we are going to invite pop artists and DJ visit store and have their performance at our launch party.
38
M E R C H A N D I S I N G
F/W 2016 MENSWEAR
/
39
KENZO x ADIDAS
A S S O C I A T E
T R A I N I N G
F/W 2016 MENSWEAR
S A L E S
Collaboration Project
ADIDAS STORE Employees will have seven days of traning perior of kenzo for Adidas.The traning include start from the customer's point-of-view ,promote thorough product knowledge and begins quality conversations with a customer. It's very important that our sales associate know and understand how the products they are responsible for selling work.In addition to, Adidas offers goos employees the opportunity to the various departments,and develop detailed specialist knowledge, and a wide network. All employees of Adidas and eligible users are entitled to receive a 10 %discount when shopping in our stores and online,apparel and accessory exceptions.
40
LXF
C X
A
D
M 7 01
F/W 2016 MENSWEAR
S
I-JOU CHIANG AND LEE CHEUNG 41