ACCESSORIES BY RIHANNA
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ALEXANDRA STRANDBERG Research Project (CW4) Computer Tools II - Nicolas Godon Representation Techniques 2 Level 5 BA Fashion Marketing and Communication IED Barcelona
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INDEX
I - ANALYSIS / STRATEGY Corporate Profile Market Position Current Situation Communication Background Communication Task Target Market Objectives Inspiration What to not do
II - EDITORIAL
Editorial Brief Stylist / Photographer / Makeup & Hair Model Editorial Pictures
III - LOOKBOOK IV - WEBSITE V - REFRENCES 5
ANALYSIS / STRATEGY
CORPORATE PROFILE So great is Coco Chanel’s legacy that fans make pilgrimages to her Paris apartment (although she also lived in the Paris Ritz for 30 years), which is preserved as she left it and endlessly referenced for style - as is every image of her and every tiny thing she ever designed. From her use of monochrome to her oversized ‘costume’ pearls and cuffs, everything is still sublimely, continuously referenced. As she herself once said: “Fashion fades, only style remains the same.” • Gabrielle Bonheur “Coco” Chanel was born in 1883 and died in 1971 • She created a new look for women in the 20th century, creating clothes that were primarily comfortable. A Chanel suit of 1923 or handbag is still seen as a landmark purchase for women of increasingly younger ages • The Chanel No.5 scent is the best selling in the world • The interlocking Cs of Coco Chanel remain one of the ultimate brand insignia • Since 1983, Chanel has been designed by Karl Lagerfeld • The building where her apartment is in Paris was bought by Chanel in 1920, and still houses the ground-floor shop, the haute couture workrooms in the attic (where 100 seamstresses still work entirely by hand), and what is now Karl Lagerfeld’s study Coco Chanel’s bobbed hair, bright red lips and outspoken manner also broke the mould. This smoking, outspoken woman never married - although she had relations with the English industrialist Arthur “Boy” Capel - who lent her the money to buy Rue Cambon - Igor Stravinsky and the second Duke of Westminster Hugh “Bendor” Grosvenor, the richest man in Europe. Keira Knightley followed Kate Moss as the new face of Coco Mademoiselle in 2007. The brand could not be more alive with watches, beauty, fragrance, womenswear and new stores. In 2009 a biopic film based on her life titled ‘Coco before Chanel’ was released. Audrey Tatou was given the leadrole and follows as she goes from orphan to Haute Couture designer.
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ANALYSIS / STRATEGY
MARKET POSITION Chanel has a stron market positioning within the luxury fashion goods sector. Drawing on an audit by Swis and Cayman Islands tax services, financial experts estimate that Chanel has approximately one-third share of France’s fashion and luxurt goods sector in 2008, with a $10.3 bilion estimate value of the sector’s $35 billion.
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ANALYSIS / STRATEGY
CURRENT SITUATION
Chanel already has a certain target, but we want to reach to a diferent and young target market.
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ANALYSIS / STRATEGY
COMMUNICATION BACKGROUND
Chanel has always been communicating what a great luxury brand they are. They have been communicating that people that wear Chanel are on the top.
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ANALYSIS / STRATEGY
COMMUNICATION TASK
Chanel wants to reach that younger, rebel, and chic target by using celebrity Rihanna. Karl and Rihanna collaborate in a small accessorie collecion. Chanel will also be using super model Cara as the face of the collection.
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ANALYSIS / STRATEGY
TARGET MARKET Chanel customers are women who want to identify what Chanel represents which is; elegance, simplicity, modern, and class. Chanel cosmetics are targeted at a younger consumer but they still retain the “classic� market, which is their forte. Since 2002, with the launch of Chance perfume, Canel is targeting women between the age 18 - 38.
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ANALYSIS / STRATEGY
OBJECTIVES Chanel’s objectives are to reach a new and diferent target. They want to reach young girls that have an urban and classy sence of style. A target that has Rihanna
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ANALYSIS / STRATEGY
INSPIRATION
In this small accessories collection, Karl and Rihanna focused on Rihanna’s personal and unique style, her classy style but with a touch of gangster.
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ANALYSIS / STRATEGY
WHAT TO NOT DO
We do not want to change what Chanel represents whish is; elegance, simplicity, modern, and classy. We want to reach new and young target, a target that have Rihanna as their style icon but without having that trashy sexual look.
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II. EDITORIAL
EDITORIAL BRIEF
In the editorial we ant to bring a little of that gangster style by taking the pictures in Brooklyn streets but keeping it classy just as the brand is. The accessories by Rihanna will be worn with Chanel clothing showing that classy chic style.
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II. EDITORIAL
STYLIST
Born in Paris, the world’s fashion capital, Aleksandra Woroniecka attended the University of Paris X where she studied psychology and linguistics. Following her studies, Aleksandra worked as a full time assistant to Emmanuelle Alt at the French magazine 20 Ans, where her peers considered her work groundbreaking. She went on to the position of editor in chief at Rebel Magazine in Paris, from 2000 to 2005, and more recently Editorin-Chief for the BLKDNM Gazette, creative direction for Club Monaco, in addition to her regular consulting work, and Fashion Director at M Le Monde in Paris. She works with such photographers as Peter Lindbergh, Mario Sorrenti, David Sims, Alasdair Mclellan, Patrick Demarchelier, Ryan McGinley and Terry Richardson, among others. Some of Aleksandra’s other regular clients include Hugo Boss, Thakoon, and Milly.
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PHOTOGRAPHER
The legendary Karl Lagerfeld runs 3 fashion houses (Chanel, Karl Lagerfeld, and Fendi). He is also a photographer and designed for Chloé from 1963-83 and 1992-97. German born (1938), he now resides in Paris.
MAKEUP ARTIST
Rudi Lewis has built up an impressive body of work in the fashion industry, contributing to magazines such as Vogue (US, Paris, Nippon, China, Japan, Italia, L’Uomo), Harpers Bazaar, W Magazine, Allure, i-D, Dazed & Confused, Love, Interview and V. Photographers Rudi has collaborated with include Mario Testino, Lachlan Bailey, Solve Sundsbo, Mikael Jansson, Paolo Roversi, Nathaniel Goldberg, Josh Olins, Alasdair McLellan, Cedrlc Buchet, Mark Segal and many others. Rudi has directed hair on the catwalks of London, Milan, Paris and New York for designers such as Tim Coppens, Marios Schwab, Costume National, and Richard Chai,
II. EDITORIAL
MODEL
Cara Delevingne (born August 12, 1992 in London, England) is a professional fashion model from the United Kingdom. Her sister Poppy Delevingne is also a model. The sisters are the granddaughters of former English Heritage boss Sir Jocelyn Stevens, who also founded the 60s pirate radio station, Radio Caroline. Cara followed in her sister’s footsteps when she became the face of Burberry in 2011. She has walked in fashion shows for Clements Ribeiro, Burberry, Fashion East, Krystof Strozyna, and Louise Goldin, amongst others. She also did campaign work for Dominic Jones Jewelry, Burberry, H&M, Asos, Clark Originals, Nelly, and A|Wear. She appeared in editorials for V Magazine, Wonderland, Love, Numéro, M Magazine, and the British, American, and Brazilian editions of Vogue. She also appeared on the cover of the British Vogue Supplement. She’s currently signed with Fashion Models in Milan, Storm Models in London, DNA Models in New York, and Elite Models in Paris.
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II. EDITORIAL
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II. EDITORIAL
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III. LOOKBOOK
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III. LOOKBOOK
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IV. WEBSITE
http://chanelaccessoriesbyrihanna.wordpress.com
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V. REFERENCES Anonymous. 2014. [online] Available at: http://www.polyvore.com/jewelry [Accessed: 8 Feb 2014]. Barneys New York. 2014. Fallon “Riche” Hoodlum Signet Ring at Barneys.com. [online] Available at: http://www.barneys.com/on/demandware.store/SitesBNY-Site/default/Product-Show?pid=503272870&utm_source=Hy3bqNL2jtQ&utm_medium=affiliate&siteID=Hy3bqNL2jtQ-vEUK_4q1xBgQFsWWwHb2fw [Accessed: 10 Feb 2014]. Brownsfashion.com. 2014. FILLES A PAPA | Map Printed Baseball Cap | Browns fashion & designer clothes & clothing. [online] Available at: http://www.brownsfashion.com/product/034747740002/113/map-printed-baseball-cap [Accessed: 10 Feb 2014]. Brownsfashion.com. 2014. KENZO | Kenzo x New Era Palm Printed Cap | Browns fashion & designer clothes & clothing. [online] Available at: http://www.brownsfashion.com/product/03K247730005/236/kenzo-x-new-era-palm-printed-cap [Accessed: 9 Feb 2014]. Google.com. 2014. Google Fonts. [online] Available at: https://www.google.com/fonts [Accessed: 2 Feb 2014]. Gotceleb.com. 2014. [online] Available at: http://www.gotceleb.com/wp-content/uploads/celebrities/cara-delevingne/vogue-brazil-magazine-february-2014/Cara-Delevingne:-Vogue-Brazil-2014--06.jpg [Accessed: 5 Feb 2014]. Gotceleb.com. 2014. [online] Available at: http://www.gotceleb.com/wp-content/uploads/celebrities/cara-delevingne/vogue-brazil-magazine-february-2014/Cara-Delevingne:-Vogue-Brazil-2014--07.jpg [Accessed: 6 Feb 2014]. Gotceleb.com. 2014. [online] Available at: http://www.gotceleb.com/wp-content/uploads/celebrities/cara-delevingne/vogue-brazil-magazine-february-2014/Cara-Delevingne:-Vogue-Brazil-2014--03.jpg [Accessed: 6 Feb 2014]. Hawtcelebs.com. 2014. [online] Available at: http://www.hawtcelebs.com/wp-content/uploads/2014/02/cara-delevingne-in-vogue-magazine-brazil-february-2014-issue_2.jpg [Accessed: 6 Feb 2014]. Issuu. 2014. Chanel Brand Strategies Analysis. [online] Available at: http://issuu.com/teojiaen/docs/teo_jia_en_chanel_brand_strategies_analysis [Accessed: 9 Feb 2014]. River Island. 201re4. Dark red curb chain trim beanie hat - hats - accessories - women. [online] Available at: http://us.riverisland.com/women/accessories/ hats/Dark-red-curb-chain-trim-beanie-hat-652155?mid=38432&cur=GBP&cmpid=af_Linkshare_UK_Hy3bqNL2jtQ&siteID=Hy3bqNL2jtQ-ya.vhkuTTpeEF7kxv9jOwg [Accessed: 9 Feb 2014]. Vogue UK. 2014. Vogue.co.uk Homepage. [online] Available at: http://www.vogue.co.uk/person/coco-chanel [Accessed: 10 Feb 2014]. Managementartists.com. 2014. MANAGEMENT+ARTISTS - STYLISTS - ALEKSANDRA WORONIECKA - CREATIVE DIRECTION. [online] Available at: http://www. managementartists.com/stylists/aleksandra-woroniecka/creative-direction# [Accessed: 10 Feb 2014]. MODELS.com. 2014. Karl Lagerfeld - Designer. [online] Available at: http://models.com/people/karl-lagerfeld [Accessed: 10 Feb 2014]. Modencore.com. 2014. [online] Available at: http://www.modencore.com/wp-content/uploads/2013/05/tumblr_mm8qe5moRp1rf43pdo1_r2_1280-1.jpg [Accessed: 9 Feb 2014]. Managementartists.com. 2014. MANAGEMENT+ARTISTS - BEAUTY - RUDI LEWIS - WOMEN. [online] Available at: http://www.managementartists.com/beauty/ rudi-lewis/women/highlight:52166883-f3b0-4e18-ae7d-085d0aa613db# [Accessed: 10 Feb 2014]. Listofimages.com. 2014. [online] Available at: http://www.listofimages.com/wallpapers/2012/05/photography-fashion-men-karl-lagerfeld-monochromeaudi-r8-1080x1920.jpg [Accessed: 10 Feb 2014].
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V. REFRENCES Wallpapersdb.org. 2014. Rihanna Snl - 2560x1600. [online] Available at: http://www.wallpapersdb.org/original/4872/ [Accessed: 10 Feb 2014]. Twentybliss.files.wordpress.com. 2014. [online] Available at: http://twentybliss.files.wordpress.com/2013/04/tumblr_mco6ae_bgnz1qeqm84o1_1280.jpg [Accessed: 10 Feb 2014]. Supermodels.nl. 2014. Cara Delevingne biography - The worlds largest information repository of today’s relevant fashion models. This site is intended for supermodel fans as well as industry professionals. [online] Available at: http://www.supermodels.nl/caradelevingne/about [Accessed: 10 Feb 2014]. 1.bp.blogspot.com. 2014. [online] Available at: http://1.bp.blogspot.com/-5eCC4CHGrN8/Uk6j-MTQwII/AAAAAAAEueQ/Zv2MTaC1PAA/s1600/IMG_3864.PNG [Accessed: 10 Feb 2014]. 3.bp.blogspot.com. 2014. [online] Available at: http://3.bp.blogspot.com/-fn0B4swWv1A/Ugv1MNFooSI/AAAAAAABa6A/ZpMwnTsgEmk/s1600/Vogue_Paris__September_2013_03.jpg [Accessed: 10 Feb 2014]. 4.bp.blogspot.com. 2014. [online] Available at: http://4.bp.blogspot.com/-AeCTuIY7Lcc/URXFHcyW-yI/AAAAAAAAAJQ/nggFRshgRrY/s1600/rihanna-unapologetic.jpg [Accessed: 9 Feb 2014]. Fabfashionfix.com. 2014. [online] Available at: http://fabfashionfix.com/wp-content/uploads/2013/06/Chanel-Fine-Jewelry-SS-2013-Plume-de-Chanel-Jewelled-headpiece.jpg [Accessed: 9 Feb 2014]. Listofimages.com. 2014. [online] Available at: http://www.listofimages.com/wallpapers/2012/05/photography-fashion-men-karl-lagerfeld-monochromeaudi-r8-1080x1920.jpg [Accessed: 10 Feb 2014]. Ohyoumad.com. 2014. [online] Available at: http://ohyoumad.com/wp-content/uploads/2012/04/rihanna-sexy-image-1920x1200-0032.jpg [Accessed: 9 Feb 2014]. Whisty.files.wordpress.com. 2014. [online] Available at: http://whisty.files.wordpress.com/2012/04/alice-dellal-chanel-boy-ss12-02.jpg [Accessed: 9 Feb 2014]. 1.bp.blogspot.com. 2014. [online] Available rihanna%2Bgrey%2Bhair.jpg [Accessed: 6 Feb 2014].
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2.bp.blogspot.com. 2014. [online] Available at: Seated%2BFull%2BSide.jpg [Accessed: 10 Feb 2014].
http://1.bp.blogspot.com/-dUlnb1rGvqM/Ue7v0E78DbI/AAAAAAAAAKw/rsEe0J-uOwM/s1600/ http://2.bp.blogspot.com/-EB_xSo2TQg0/UYB3HcQ7mqI/AAAAAAAABAo/mr6JK0p1aMA/s1600/
4.bp.blogspot.com. 2014. [online] Available at: http://4.bp.blogspot.com/-4sLWLm9jy0c/UcVMd-6wNXI/AAAAAAAAAiE/KP320y6wcmI/s1600/Untitled-1.jpg [Accessed: 7 Feb 2014]. Assets.nydailynews.com. 2014. [online] Available at: http://assets.nydailynews.com/polopoly_fs/1.1528147.1388188595!/img/httpImage/image.jpg_gen/derivatives/gallery_1200/rihanna-american-music-awards.jpg [Accessed: 8 Feb 2014]. Celebmafia.com. 2014. [online] Available at: http://celebmafia.com/wp-content/uploads/2013/11/rihanna-street-style-out-in-los-angeles-november-2013_3. jpg [Accessed: 8 Feb 2014]. Images6.fanpop.com. 2014. [online] Available at: http://images6.fanpop.com/image/photos/32700000/Rihanna-SNL-rihanna-32730715-1600-1200.jpg [Accessed: 8 Feb 2014].
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