"The Devil Wears Denim" by Prada by andreabonetquibusied

“The Devil Wears Denim”

ADOBE INDESIGN SUBMISSION ANDREA BONET QUIBUS BA FASHION MARKETING AND COMMUNICATION LEVEL 5. 2018 - 2019 5FAMK003C. VISUAL AND VIDEO TECHNIQUES CWK1. NICOLAS GODON

TABLE OF CONTENT

Corporate Profile Market Position Current Situation Communication Background The Message Target Market Objectives Model Stylist, Hair Stylist and Make-up artist Photographer and Art Director Location Preparation and Page Layout

ANALYSIS

Corportate Profile Prada is an Italian luxury fashion label, specialized in ready-to-wear, leather handbags, travel accessories, footwear, perfumes, and many other accessories. It was founded in 1913 by Mario Prada and it belongs to the Prada Group, that is an experimental workshop of ideas. The products of the Groupâ&#x20AC;&#x2122;s brands are the result of the exploration of society, at the same time, as precursors and pioneers of scenarios that are constanly changing. Nowadays, Miuccia Prada is the co-chief executive officer and lead creative director of the fashion house. She gave the brand the anticipation of trends and often influences them, while constantly experimenting with innovative designs, fabrics and different production techniques. Miuccia uses the art of combining intellectual curiosity, the pursuit of new and unconventional ideas, and cultural and social interests with a strong sense of fashion. She unify like nobody else the hodgepodge of disparate ideas, opposite and antagonistic, reaching the core and turning into beautiful everything what is ugly.

Market Position For a house like Prada, it can be noticed a relationally-centered marketing message that is focused on sophistication and surprise, instilling continuity and high-status messages in each client exchange. An association has ben created by Prada between the brand and a new Millenialâ&#x20AC;&#x2122;s generation consumers as reputation and elitist characteristics drive new styles and demand perspective. This type of evolution is challenging, as Prada has remained an â&#x20AC;&#x2DC;icon of global wealthâ&#x20AC;&#x2122; for generations by offering consistent and legacy styles for affluent and older consumers. Changing the DNA of the brand into a more dynamic representation of identity and value requires an alliance between the retail establishment and the marketing communications. Whereby in-store replication of iconic pieces from recent fashion shows or Prada-sponsored events are compelling new consumer interest. Prada represents sophistication, elegance, high quality, and wealth. The main competitors of Prada are Chanel, Christian Dior, Burberry, Ralph Lauren, Gucci, Louis Vuitton, Zara, Hermes, Versace, Valentino and Hugo Boss due to their prestige price and the exclusivity that also represents Prada, among others..

Current Situation Nowadays, Miuccia Prada is the cochief executive officer and lead creative director of the fashion house. Prada has enhanced focus on the consumer experience fully integrated with both different campaigns, social and digital. This year the luxury label have roll-out of 25 pop-up stores, have settled 17 new openings,one example is the opening at the Dubai Mall’s Fashion Avenue. Miuccia has also renovated and relocated 30 stores. Successful partnerships with premium e-tailers have been done by the italian label. Partnerships reinforced by exclusive capsule collections as Prada Man capsule “bowling” for Mr Porter, for example.

Communication Background Prada’s Communication Strategy consists in fusing offline and online channels. Prada is always telling a story, communicating the creative idea in order to convey your exclusivity and reach younger luxury consumers. It uses ads featured in fashion magazines all over the world including Dazed, Harper’s Bazaar, InStyle and especially Elle and Vogue. For the store communication, the label decided to build an in-store digital catalog in order to enrich customer profiles with valuable in-store adquisitions, sending customized triggered messages to faithful and loyal customers, and informing a sales assistant when a returning shopper walks in. Focusing on the fashion shows, Miuccia Prada is a true expert in surprising. Each runway is a new reinvention practice against the ‘everything is invented’. She uses no lyrics music playing , terrifyingly dark and naked stages with a lot of mystery in order to contrast with the glamorous pieces of the collections. Prada also uses various models and actors who later also appear in their ad campaigns creating a stronger impact on customers. Prada has their own website portraying each of their products with full details ensuring clients get the right information about a particular product. E-commerce business is important for the Italian house. At last but not least, it has to be highlighted the strong role of Prada’s Official Instagram Account.

The Message According to Vogue, Mrs. Prada is one of the 9 most eco-friendly designers. She always use the campaigns to send a powerful message of the movement. About Green Carpet Fashion Awards, Miuccia Prada, along with Alessandro Michele, Paolo Piccioli and Giorgio Armani, received an award for Prada Grouop’s role in the Commission of Camera della Moda destinated to the drafting of “Guidelines on eco-toxicological requirements for articles of leather goods, clothing, footwear, and accessories”. The objective or message is to create a system that can be supported indefinitely in terms of human impact on the environment and social responsibility. Also, raise awareness as the fashion industry nowadays is a multi-billion dollar business conditioning every single person worldwide in some way.

Target Market Pradaâ&#x20AC;&#x2122;s target ranges 25 to 55 years old men and women that has a high net worth. This audience is composed by intellectualists, cultural creative and innovators that follow of the latest fashion trends and, at the same time, are affluent customers willing to spend more than most. These people reside in urban areas and expensive zip codes surrounding the urban areas and have above a certain income bracket. Nowadays, the label is reaching a younger target audience due to the desingsâ&#x20AC;&#x2122; innovation and colors.

Objective The new objective will be creating a sustainable denim collection through the look for denim made from certified organic cotton without using bleach. With the collection, the idea is to bring awareness about environmental damage at the same time as being stylish. A nice pair of jeans or any denim item is a chief element of a modern day wardrobe, which can be both stylish and long-lasting. To get the desired denim look, we will use two types of processes. One is the wet process wherein simple enzymes are used to decrease water wastage and the second is the dry method. This method uses various techniques such as grinding, scraping, whiskering and distressing. Instead of chemical dyes, there are used vegetable dyes to get the authentic indigo shade of denim.

EDITORIAL

Model Karolina Waz - She has signed with Vivienâ&#x20AC;&#x2122;s Model Management Sydney, Elite Stockholm, TFM Oslo, Munich Models, ModelWerk Hamburg, 2pm Model Management Copenhagen, Dominique Models Brussels, Uno Models Barcelona, Elite London, Elite Milan and Elite Paris. Waz is a Polish fashion model. She has been in editorials for Dazed & Confused, Viva! Moda, French, Love, i-D, Common&Sense, 10, Ones2Watch and The Sunday Times Style Magazine. Prada makes a point jean-themed statement featuring bold brunette model Karolina Waz. The photoshoot forecasts denim as a sustainable material in the most fashionable way. Waz is posing in the middle of a barren desert with sparse vegetation against a bright blue sky in denim only outfits. Waz takes the Canadian Tuxedo look to a whole new level of style by appealingly fusing up jean skirts, shirts, and pants with dark, medium and light washes. The effect is the perfect combination of different cool denim looks that contrast the heat of the desert landscape. For the models casting we have chosen Karolina Waz for her naive look and candid and clear but at the same time elegant image.

EDITORIAL

Stylist Karla Welch - She has been recognized as one of the most powerful stylists by The New York Times and The Hollywood Reporter. Welch is with no doubt a force in the fashion industry. Karla’s editorial work have become famous because of her design aesthetic contemporary minimalism combined with a sophisticated blended and effortless cool. Her work is composed by ideas from modern and historical fashion. She is recognized as a creative visionary with an special eye for sense of style, design and creative direction. That is how she has used the power of transforming something very quotidian, like in this case denim, into an explosion of style, elegance and funny vibes at the same time. Karla’s work is constantly published in the most top fashion editorials like: Harper’s Bazaar, Elle, Vogue and Billboard, among many others.

EDITORIAL

Hair Stylist Sally Hershberger - She has become famous for her trendsetting vision and amazing ability. Sally Hershberger is one of the most influential and popular hairstylists all over the world. This is because she is the first female hairstylist whose talent and business acumen allowed her to reach celebrity status. According to directors and celebrities she is an amazing hairstylist, that is why she has a huge demand in the world of fashion. She has worked with top celebrities and photographers. Hershbergerâ&#x20AC;&#x2122;s work ensure high-quality, high-performance formulations and sexy and effortless hair. Her touch of naturalness is what makes her stand by all the others.

EDITORIAL

Makeup artist Daniel Martin - He is a famous makeup artist based in New York. Martin has collaborated with designers including Proenza Schouler, Khaite and Chris Benz. His work has been featured in magazines such as Vanity Fair, Harperâ&#x20AC;&#x2122;s Bazaar, Interview, and many others. Another fact is that Martin has been the makeup artist in the Royal Wedding of Meghan Markle and Prince Harry. A nuanced and sensitive touch has given by Martin, fact that brings out the individual character of each face, empowering its best features and allowing the person to look like themselves, but even better. In this editorial, the naturalness and simplicity are reflected contrasting it with the image of the location and the total outfit..

EDITORIAL

Photographer and Art Director Stella Morais - She is a London based Photographer and Art Director who displays rubric stories galvanised by naive raw beauty. She has learnt through her path of the arts and fashion. Self taught and influenced by great image story tellers, her photography reality is ever changing through the visual aspects of her works. Morais is always embracing the reality of the real beauty in photography. She is also an expert in outdoor photo-shooting and in enhancing every detail, texture and colore of the nature. That is why it is perfect for our Editorial, and it will perfectly capture Wazâ&#x20AC;&#x2122;s naive beauty, and the majestic details of the landscape of the Yuma Desert.

EDITORIAL

Location The location that Prada have chosen for the Editorial is the Yuma Desert, that is located in Arizona. The aim of this location is to show a totally natural landscape that has not been modified by humans, which fits perfectly with this idea of sustainability and the conservation of nature. The desert contains areas of sparse vegetation and has notable areas of sand dunes. The brown and green tones of the desert contrast perfectly with the denim pattern.

The Preparation The first step is to talk with the whole team, from the model to the hair stylist in order to cite them at the meeting point in the city, and at the correct hour for the photo-shooting. At the photo-shooting day, the first to arrive will be the model, the fashion stylist, the hair stylist and the makeup artist, next to the Prada team. Once the model is ready, the seconds in arrive will be the art director and the photographer. They will all be ready to depart for the Yuma desert in Arizona. Transport will be provided to everyone in order to arrive at the location assigned. The art director and the photographer will prepare the set and check the lights to get the perfect scenario for the shooting. The photo-shooting will last all day from 8am until 10pm in order to film all kinds of lights. The prada team will have a catering for the whole crew, also. (lunch, dinner and some snack food to eat between picture and picture).

Page Layout To reflect the eco-friendly style and love for nature, we opted for a minimalist and simple aesthetic to clarify the content, as the message we want to send with this is important. The main colors that we have used for the Editorial are: neutral and nude tones mixed with light browns, and different types of blue. The combination contrast perfectly with all the photos, as the majority are from denim fabrics and different parts of the Yuma Dessert. The editorial pictures are in color and black and white because the color pictures reflects the fresh, funny and modern style fusing it with black and white pictures that gives the editorial a more serious and sophisticated touch. About the organization of the editorial and the lookbook, the same pattern has not been followed in all the pages since it gives a feeling of monotony. They have been alternating master pages with a remarkable coherence, to give more dynamism. In addition, a more classical font has been used for the titles, and a more modern font for the text, to reflect the duality of fun but seriousness at the same time. Arid landscape photos have been used as banners, to contrast and not forget the message, during the reading, in favor of sustainability throughout the editorial.

EDITORIAL

PREVIEW

Model: Karolina Waz Photographer and Art Director: Stella Morais Stylist: Karla Welch Makeup Artist: Daniel Martin Hair Stylist: Sally Hershberger

LOOKBOOK

LOOK 1

MID-RISE CULOTTE JEANS 3522 DENIM

PREVIEW

LOOK 2

HI-RISE DENIM BERMUDA SHORTS 4912 DENIM

LOOK 4

LOOK 3

MID-RISE CULOTTE JEANS 3521 DENIM

DENIM SHIRT WITH POCKETS 2455 DENIM

LOOK 5

AUTHENTIC DENIM DRESS 3917 DENIM

LOOK 7

LOOK 6

VENICE BLUE DENIM SKIRT 6972 DENIM

DENIM MINISKIRT 4282 DENIM

LOOK 8

AUTHENTIC DENIM MOM JEANS 5649 DENIM

MINI-SITE

Mini-Site Preview

On two the the

HOME

the home page, or “HOME” you can find different posts: the Editorial post and Lookbook post. The two posts contain all photos in columns of two photos each.

ABOUT In the “ABOUT” section, the basic information of the brand has been placed. The story has been briefly explained talong with the current situation of the brand. WEBSITE If you click to “WEBSITE” section it appears directly the Official Website (https://www.prada.com/es/es.html) INSTAGRAM If you click to “INSTAGRAM” section it appears directly the Official Instagram Account. MINI-SITE LINK https://thedevilwearsdenim.wordpress.com

“THE DEVIL WEARS DENIM” (Home

Page)

“THE DEVIL WEARS DENIM” (Lookbook)

“THE DEVIL WEARS DENIM” (About)

“THE DEVIL WEARS DENIM” (Editorial)

“THE DEVIL WEARS DENIM” (Official

Website)

“THE DEVIL WEARS DENIM” (Instagram

Account)

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