ITALY
BA Fashion Marketing & Communication Level 5, 2019-20 Module title: 5FAMK003C CWK1 Teacher: Nicolas Godon Alejandra Campbell Hernรกndez
CONTENT
ANALYSIS 05 CORPORATE PROFILE 06 COMPETITORS 08 CURRENT SITUATION 10 COMMUNICATION BACKGROUND 12 TARGET MARKET 13 GOALS
EDITORIAL 14 THE MESSAGE 16 INSPIRATION 24 CATALOG / LOOK BOOK 30 MINISITE PREVIEW
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C
ORPORATE PROFILE
It all started in February of 2016 with two young Italians called Georgia Tordini and Gilda Ambrosio. They happened to be in a taxi in the city of New York, the capital of the American Fashion. These two designers met not long before founding the brand, in fact, they met by a mutual friend. When they met, they talked for hours and they “connected”, or so defined Gilda. “I knew we were going to build a great team; we are very different and that is the best of all.” Both share the same passion, but it is true that they have very different personalities, although, that came all good together, which makes it more than fabulous.
Gilda says that they complement each other quite well in terms of working in a day to day basis. The two young streetstyle icons have joined forces to bring alive what we know as Attico; a definition of totally two different styles. A representation of order and chaos, of elegance and extravagance, of the simple and eclectic, these would be the correct words that define
ATTICO. Attico claims that what is offered from them, is the possibility of dressing a piece differently, in Attico’s way.
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OMPETITORS OF THE BRAND
An almost newborn brand as it is Attico, the young founder, has chosen a line outside the box, “not the very Parisian style”, is on the wave of nostalgic sentimentally an autobiographical story focused on a characterization of the female. The designer’s way of seeing the female charac-
ter is reflected on his designs, smooth, natural and lover of “minimal chic” would be the attributes he considers when creating. The color palette is immediately recognizable, his strength are the proportions and volumes. He believes on no dress codes.
Photograph by Jacquemu’s Instagram
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Maison founded in 94’ by the French designer that recreated the bohemian incarnation and nonchalance of an androgynous but always exquisitely French chic. The colors and the lines refer to a self-confdent woman, who knows how to be her most authentic self.
They style of the brand is an indigenous Parisian look mixed with “ethnic bohemia” that play with the street style in a color palette of grays. The color bursts alter the rhythm in a wisely way.
Photograph by Iabel Marant’s Instagram
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“UNA DOMENICA D’AGOSTO” CURRENT SITUATION
There is a lack of consistency of the co relation between the collection and the stories told on the website. The editorial and the look book do not necessarily follow the idea of retro that the designers claim. The idea is to launch a new collection for SS2020 where the whole brand is going to be involve on the 70s concept. Brand’s unique retro style will relate to the big cities that thundered on that decade. As it is an Italian brand and we don’t want to lose the essence of it, the title of the collection will be “UNA DOMENICA D’AGOSTO”. This would be the way of referencing to the long Saturday nights of the 70’s, and the walk of shame on Sundays wearing fabulous clothes.
The collection claims that day and night prevail together, summer does not sleep and Attico either. With this collection the brand wants to keep the costumers and consumers aware of the continuous work for the collection. That is the message behind the collection. A description of a non-stop lifestyle displayed in images and expressed by the designers in the collection. They are young designers which are precisely the definition of what the collection wants to transmit, empowered woman who work and enjoy.
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ATTICO’S INSTRAGRAM COMMUNICATION 10
COMMUNICATION BACKGROUND Since Attico is a recent brand, the communication background is not especially extensive.
ATTICO’S INSTRAGRAM
When the designers decided to make it official, they posted a picture on their profiles and after a couple of hours, received and email from Lisa Aiken, the fashion director of Net-a-porter. She wanted to visit them and see the collection in Milan. They couldn’t believe that was happening!
Photograph by Attico
Social media is a powerful tool for young designers to get known. But this is not the only thing, but having a structure behind, a sales team that accompanies the brand to a professional path and helps building a strong network and distribution. 11
A
ttico’s target market are
Luxury is their life motto, and these
young women that goes
means quality, which is part of the
from late teens to forties. Nowa-
well-known brands as Attico pre-
days is focused on European Me-
sents itself. Geographically these
diterranean territory and American people are found in important cities market. As it is a brand that wants in the continents mentioned before. to reach a market with a high income and purchasing power, we wil be focusing on getting to be known in middle east and Asian market. The buyers of the products wil be normally women that work in the Artistic industry, such as fashion, art, cinema, music etc. Their lifestyle is based in public events, that requires always a certain sense of style, personality and boldness. They like to share life with people of all different kinds on these fields and expect to be recognized by their look. They don’t want to go unnoticed and love to follow the latest trends.
Photograph by Attico
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T
he client goals wil be to be wil demand a determined kind
Only few fortunate people from
identifed when wearing
of material for the price is worth,
a certain demographic scene wil
Attico, backwards to a market
and at the same time an exact
be able to afford the products.
focused on the 70’s but with
replica of the used materials back First quality materials are what
new designs and materials. Wi-
then. This wil be measured with
people expect from Attico, and
thout losing the details of this time
the demand of the new ope-
as more people is informed the
and acquiring the techniques and
ned market and the exclusive
more recognition for the clients
trends of now a day. The client
products available to purchase.
that wear this brand.
Photograph by Attico
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T
HE MESSAGE
To convey this specifc message of the collection of Spring/Summer 2020 images of the 70’s wil be used, to set the space where the shooting wil be taking part. The business plan is to rethink the idea of what the brand is inspired on, giving the brand a clearer storytelling, and a precise idea of what the collection is about and inspired on. Attico’s lack of consistency as a solid brand based on a clear inspiration is what shaped this process of change to be explained in an editorial. The objective of this project is to create a bigger impact on their communication. A solid story that gives reviewers and PR something to talk about and publicize the brand. The task of this is to gain sales through a bigger recognition of the brand if possible, worldwide. The idea is to mix all cultures in a recognizable era in a determined city, New York. The city of the American fashion, also for those people in Asia and Middle east that are part of the reachable objective. Famous models from the wanted continents wil be part of the collection campaign giving different importance depending on the continent when presen-
ting the collection/editorial in each one. A brief wil be shown in a selection of images, with small changes depending on the continent. The elected one to be executed to print wil show mainly the photographers and models for the European and American public. Changes for the rest of the countries wil be made from the original idea adapted from the first edition of the editorial. This way, the business plan wil work for the different segments of the market.
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Riahanna Thompson - Model Mattia Mestri - Photographer Natividad Alcantara Fashion Stylist Peylon Yoder - Make up and hair stylist Photo Editorial - ATTICO
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HERE TO LOOK FOR INSPIRATION
T T
he aspects of the product of Attico are the extravagance, glitters, vibrant colors and striking accessories and mixed shapes to give a unique look to the items. To design the collection these items wil serve as starting point to design new garments, also the spirit of what the brand wants to reflect is seen in the places the pictures are taken. Is not only about the clothing but about certain situations, events and places.
he feeling of New York night life, fiber of disco music, sexual freedom, everything is possible, and it is all about shows, elite people and rock and roll. These are the metaphors when creating Attico’s Collection ‘UNA DOMENICA D’AGOSTO’. The collection is all about this and how to display all these feelings in a creation within the perfect space, clothing, models, stylists, photographers etc.
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HAT NOT TO DO
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t is important to differentiate the glam disco outfits we want to achieve and focus on from the plain and basic garments also used on that decade. It is important to avoid the bored and plain, no risky items that wil not catch the eye of the attention. Avoid the routineer lifestyle of the 70s and dark side of it. Day light pictures, public spaces and plain outfits are what Attico wil not do in this editorial campaign.
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Britt Ekland in Porto Ercole, Italy. Photographed by Slim Aarons, 1969
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M
ODELS INSPIRATION
Photographed by Glen Luchford and styled by Alessandro Michele in 2017
PRE-FALL 2017 DISCO INSPIRED
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Photographed by Glen Luchford and styled by Alessandro Michele in 2017
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lLOOKBOOK “UNA DOMENICA D’AGOSTO”
SPRING/SUMMER 2020
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#1 Purple Satin heels 670€
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lLOOKBOOK “UNA DOMENICA D’AGOSTO” #2 Purple Disco Dress 780€
SPRING/SUMMER 2020
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Riahanna Thompson - Model Mattia Mestri - Photographer Natividad Alcantara Fashion Stylist Peylon Yoder - Make up and hair stylist Photo Editorial - ATTICO
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lLOOKBOOK “UNA DOMENICA D’AGOSTO”
#3 Glam bikini bottom 120€
SPRING/SUMMER 2020
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MINISITE PREVIEW
This minisite aims to reinforce Attico’s storytelling. Every brand needs to bring out its original spirit for costumers to understand their collections, and therefore, what the brand claims. In order to provide future and current costumers a full comprehension of the brand, the minisite will involve all aspects that the designers have into account when creating their content. This will involve Spotify lists, horoscopes, stories and their own guiding list of their most loved destinations. Why is this relevant to achieve goals? Attico claims that their collections based on retro-style a lifestyle, and this includes music, places and so on.
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REFERENCES
ARNAUT, M., 2020. VOGUE ARABIA. Holborow, O., 2020. Isabel Marant. [online] British Vogue. Available at: <https://www.vogue.co.uk/article/isabel-marant>. Lai, R., 2020. Lisa Aiken Of Net-A-Porter Tells Us What’s Next In Fashion. [online] Tatler Hong Kong. Available at: <https://hk.asiatatler.com/style/net-a-porter-lisa-aiken-tells-us-what-s-next-in-fashion> . MOWER, S., 2020. Gucci Fall 2017 Ready-To-Wear Fashion Show. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/gucci>. THE ATTICO Official Online Boutique | Join Us Upstairs. [online] Available at: <https://www.theattico. com/en/>. Turra, A. and Turra, A., 2020. Why Attico Made A Massive Splash With Its First Footwear Collections. [online] Footwear News. Available at: <https://footwearnews.com/2017/fashion/designers/attico-giorgia-tordini-gilda-ambrosio-launch-award-fnaa-2017-461025/>. Visforvintage.net. 2020. Disco: A Complete History | V Is For Vintage. [online] Available at: <https:// visforvintage.net/2012/06/07/disco-a-complete-history/>. XLSemanal. 2020. Yo Creé Studio 54, La Discoteca En La Que Todo Era Posible. [online] Available at: <https://www.xlsemanal.com/conocer/historia/20180824/ian-schrager-studio-54-historia.html>. Yaeger, L., 2020. How Jacquemus Is Taking The Fashion World By Storm. [online] Vogue. Available at: <https://www.vogue.com/article/simon-porte-jacquemus-interview-vogue-february-2018-issue>.
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LINKS
LINK ISSU https://issuu.com/alejandra.campbellhernandez
LINK MINISITE https://70sattico.fashion.blog/
GILDA AMBROSSIO AND GIORGIA TORDINI
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