InDex
Look Book S/S 17 Haute Couture Ready to wear Accessories
Company & Communication Brief Company Profile The style Current Atmosphere in Store Whos wearing MAkret Position Communication Background New collection & Current sitation Color Bomb Objectives Inspiration Not Todos Communication Task
Editroial Brief Webpage & Graphic Inspiration Scenary Presentstion Photogrpher Function Model Features Hair & MakeUp New Store Atmoshpere
Company profile
Givenchy was founded in do Tisci who all have con1952 by french fashion design- tributed with their creativity. er Hubert de Givenchy who John Galliano who was a had the opportunity to design british fashion designer and for icons like Audrey Hep- worked for several big luxury burn and Jacqueline Kennedy. brand such as Dior and MaiGivenchy was known for his son Marginal was the head of modern way of creating gar- design at Givenchy between ments and he was also the first 1995- 1996. After that they high fashion designer to crate hired Alexander McQueen a a luxury ready to wear cloth- who was their head of design ing line. In 1971 they expand- at Givenchy between 1996ed their variety in products 2001. Then Julien MacDonald and started to create shoes, was their head of design at jewellery, ties and kimonos. Givenchy from 2001. All this After the retirement of Hu- designers have had an big imbert de Givenchy the brand pact on the brand Givenchy have had several designers creating the most cool, chic, working for them, such as John feminine, elegant and senGalliano, Alexander McQueen, sual garments of our time. Julien MacDonald and Riccar-
The Style
Givenchy as a brand plays with bringing its heritage and spirit in to the future with the help of combining pure lines and graphic structure. Something that we see a lot of in the garments and making of the collections is elegance, romanticism, sensuality, femininity with a touch of cool chic. They use the colour palette of white, black, beige and nude with accent of bright hues. metal sheen, animal and flower prints. The brand likes to create garments with a mix of different styles and fabrics that give out a high sense of passion, drama and strength. They play with attitude, female power, gothic inspirations and garments with a high standard and with a lot of pondus. They are not afraid to be weird and to go a bit outside the box when creating and that is what makes it a fashion brand right in the time.
Merchandising
In Store Atmosphere
a r g e t
T
Givenchy target a woman with a high income and a high standard living. With products from 500 euros up to 2500euros for an item we can clearly see that Givenchy is used by high class and famous people. With the design and styling we could see that their products would fit a 30+ woman with a high sense of personal style. With the new collection and the collaboration with Carolina Gynning we want to target a younger audience and for a more affordable price. There for this special collection will start from 200-800euros. Still expensive but we want to stay true to their image as a high end brand and there for the price can not be set to low. The lifestyle of the new target will be a woman in her midd twenties who is very passioned about fashion and has a love for history and a sense of good quality. Also she is not afraid to stand out and is constantly seeking for individuality and to make a stand as a person.
Today
Tomorrow
This collection will target a new consumer, a consumer that appreciates the original design of the gothic that Givenchy always use as inspiration. The new consumer will appreciate the new collaboration with the Swedish artist Carolina Gynning and will make the new collection stand out with the colour and the messages projected from her art pieces. In the new collection we will still use the same design and fabrics that Givenchy like to wear, which is a lot of lace and extravagant shapes with the mix of colours. This will target a new customer and make a buzz in the fashion industry. This collection will be the new S/S 2017 and will be used of woman during the summer and there for the mix of colour is perfect for the season.
The Market
Givenchys goal is to make clothes that stick out and makes you stand out from the crowd. The brand makes clothing for a woman that has a grunge and androgynous look, is artistic in the way they dress and not afraid to stand out. Givenchy is a french fashion house and with high competitors like Saint Laurent and Maison Margiela. They all create haute couture and ready to wear and are one of France high end brands, with a similar style to each other and price range the competition at the French market is high due to the capital of european fashion is located in Paris.
Communication
Givenchy use a lot of celebrities to and visionary brand which you also show up their haute couture and can see in how they use social media ready to wear collections. Through with numerous updates everyday to collaborations at big event like the keep contact with their public. They Met Gala and Video Music Awards also work a lot with celebrities that they dress celebrities in their haute work by vision, (like Beyonce, Kanye couture. They also work a lot with and Madonna) what they all have in Beyonce, Madonna, Kanye West (to common is that they work to make name a few) on their tours with the a change. From everything to becostuming on stage. To get a hold of lieve in your dreams, about the rights a piece from Givenchy you can hop as human and as woman. This is of ready to wear through their own app course a strategy from their side to that can be downloaded through build up a brand core that share the Apple store, another way to get a same values as their celebrities they piece of Givenchy is to find one of work with.They want to be a part of many stores they have located world a movement of dreams, hopes and wide. Through their different social visions for a better future. medias such as Facebook, Instagram an Twitter they have updates about the brand and whats going on inside of it and is a huge part of their communication. Givenchy is a futuristic
B OM B
of colors New Collection When launching the S/S 2017 collec- a loyal customer base for the future tion for Givenchy the goal will be to and also for future growth. But to be expand their target and make it more accessible to the younger target and affordable for people. To create a col- also have the opportunity Givenchy lection where the price is a bit low- will try to make a collection that still er we can create a new target group stands out and have the same design which will make the “Givenchy family� and feeling as the other collections bemore accessible. With the new col- fore, but with this one they would go lection we want people to become for a more colourful approach. This is a part of Givenchy at a earlier stage to make it wearable for the customin life and during up coming year be er during summer. Regarding the old able to buy the more expensive gar- customers they will be able to access ments as well. It is a good way to the garments that Givenchy always has. create a community and to build up
In a
world of Current situation
darkeness
Givenchy has a clear red thread in their way of making a collection and use the same colorpalett as always, which is grey, black, white and beige. They are known for there dramatic and outside the box creations, on stage and off, they use a lot of lace, shire materials and dramatic designs. With the numerous designers they all have had a piece of making the brand what it is and they all worked with almost a gothic style and the most remarkable creations made by the brand was at the time Alexander McQeen was holding the show.
New Collectio
O b j e c t i v e s
Where to look after inspo
The objectives for this collection is to wider their target and to build a community with customers that will grow up with Givenchy as their brand.The goal for this is to expand their target and to be affordable for the younger target group also. In this way they will create a loyal customer base from a early stage of their 20is up until they no longer can shop more or less. It is important for the brand to approach the younger target and though their social media which is all ready popular make them part of their Givenchy family. We are going towards a future where social media is crucial to a brand for survival and the early birds at their 20is will be their new cusomters in the future. It is also easier to approach the younger target now then to project their brand and core values as a brand at a older stage of life.
The inspiration for this collection is from the ongoing life around us. We become more and more aware of what we want and how we want it. We go for a more clean reality, where we want to know how we follow and from who we buy our products from. We see brands as a part of us, a extension of our believes of what we thing is right and wrong. Through social media we become more aware of the life outside our own bubble and we want to make a difference and we want to be a part of a community that fights for the same things as we. The collection will also find inspiration from the good and simple things in life, such as the sun, the air, the nature and all this colours we see everyday but may by don’t recognise in the daily life.The collection will be created from the vision and hope of creating a better world.
Color BOMB
I n s p i r at i o n
What not todo It is important that Givenchy do not loos their signature design and siluette. In this new collection the viewer will see and feel the essence of Givenchys style but yet with a more colourful approach. Going on a more colourful scale when creating the new collection it doesn’t mean that Givenchy will loos their dramatic, passionated and strong approach from past collections, rather the opposite. They will show that dramatic and passionated can be found in colourful garments also, it is all about fabrics and design. Communication task The new collection will deliver a message that Givenchy is trying out new ways in their design making,with a whole new collection with the signature lace, transparent and details on their garments they will show that their signature is not about their colours but instead it is about details. The inspiration will be taken from society and our way of living and how we see the world. Through the help of social media Givenchy will target a younger audience that in the future will be their loyal customer base. The communication message will be about making a difference and also use the futuristic and creative visions to make a collection that will stand out and deliver a lot of power, this collection will make the fashion world talk.
Editorial Brief Inspiration Scenary
Inspiration Inspiration for the photo shoot is to focus in the contrasts between dark and light, dark and colours. This will create a feeling of dramatic and passion in the picture which is two of Givenchys brand values, which is important that is shown in the photos.
Scenary Scare will be shoot in a surrounding with dark background that will represent the darkness that Givenchy usually work with. This is also a good way to enhance the garments due to the dark surroundings we will use. With the dark model it will also be an amazing contrast. There for we will do the shooting in a dark warehouse in France.
Photographer Model Hair and make up
Photographer The photographer i will use for the shooting is Steven Meisel, he is an American fashion photographer and works a lot with Vogue. He often creates layouts which are controversial by juxtaposing fashion and politics/social standards which at some occasions caused a stir in the press. This is why he is perfect for the shoot because of the social stand we want to take with this collection.
Model
Hair and make up
As model for the edito-
For my hair stylist i will use Sam
rial i will use Amilna Es-
McKnight a well known and re-
tev達o, a black model with
spected hairstylist of his genera-
a gorgeous face. She have
tion. He is famous for his modern
walked on the runway
approach on how to style hair
for Givenchy before and
and shows a big variety of looks.
would fit perfect for the
Make up. For my make up i will
editorial with her dark skin
use the famous Tom Pecheux
and the colourful collec-
that have been working with
tion.The contrast between
make up for 29 years and also
the garment and her skin
works with designers like Olivier
tone will make it stand out.
Rousteing the head designer for
Regarding the hair style she
Balmain, Prada and many more.
will be having a short hair
He is also a man that is born and
cut to show up her bone
raised in France which fits per-
structure and also to get
fect with the Givenchy brand. He
the editorial a cool style.
has a well known name in the industry and his previous work shows that he would fit perfect with our editorial collection.
Merchandising
New Store Atmosphere
Idea behind webpage and graphic The idea behind the webpage and the graphics is to make it visualy creative and inspiring, it should be easy to go in to the webpage and keep track on new updates. It is more of a visual webpage where Givenchy will show pictures from behind the scens and also from their catwalks and the making of the new collection color BOMB. We go towards a more visual future and know that Givenchy is working with futuristic approche when designing and creating, there for it is important for the consumer to follow their updates with a approche of that.
Webpage: Easy, creative, reminder of their original homepage, a lot of visual content. ISSU: Visual contect, easy to read, inspiring
References
“Amilna Estevao - Model”. MODELS.com. N.p., 2016. Web. 23 May 2016. content: Sam McKnight, website: M/A ma-work.co.uk. “Sam Mcknight”. Sammcknight. com. N.p., 2016. Web. 23 May 2016. “David Lachapelle”. Sv.wikipedia.org. N.p., 2016. Web. 23 May 2016. English, Vogue. “Tom Pecheux”. Vogue English. N.p., 2015. Web. 23 May 2016. Fuller, Jordan. “On Set | Amilna Estevao”. NYTimes.com - Video. N.p., 2016. Web. 23 May 2016. “Givenchy E-Store: Discover The Iphone And Ipad App”. www.givenchy.com. N.p., 2016. Web. 22 May 2016. “RED CARPET”. www.givenchy.com. N.p., 2016. Web. 22 May 2016. “Steven Meisel”. Wikipedia. N.p., 2016. Web. 23 May 2016. “Tom Pecheux - Makeup Artist”. MODELS.com. N.p., 2016. Web. 23 May 2016. “Top 15 Famous Photographers Around The World And Their Photos”. Webneel.com. N.p., 2016. Web. 23 May 2016.
GIVENCHY Webpage: https://colorbombgivenchy.wordpress.com
Aleksandra Rannanj채rvi Final Project Computer Tools 2 BA Fashion Marketing and Communication Level 5, Representation Techniques 2 CWK4, Nicolas Godon 25/05/2016