FMP
BRAND EXTENSION / FASHION BUYING
MENTOR : FARAH LIZ PALLARO COURSE LEADER : MARIA JABER BY ANNA SHISTEROVA
MFM 14-15
CONTENTS
Brand Market Insight Concept New Target Selection Website Communication
B
BRAND ANALYSIS
3
BRAND
%
FAST GROWING COMPANY PERFORMING WELL ONLINE AND OFFLINE
TRUSTED AND RECOGNIZABLE SELECTION
UNIQUE TO THE LOCATION SELECTION
CLEAR COMMUNICATION OF IDENTITY
JOURNAL WITH EXCLUSIVE INTERVIEWS
USER FRIENDLY ONLINE STORE
4
BRAND DNA
Deconstructivism Avant-garde Monochrome Discrete provocation Dark Grunge Underground Artistic 5
BRAND PORTFOLIO ANALYSIS
17%
black labels
50%
contemporary brands
33%
designers brands
85%
contemporary brands
10%
designers brands
5%
black labels
6
M
MARKET RESEARCH
7
RETAIL AND E-COMMERCE TRENDS
1
2
Everything is available, nothing is private. Aware customers appreciate the openness and transparency. The advantage on the market will go to those who share and do it worldwide.
Customers spend more on services then goods. Willing to spend more on goods in case of good service.
3
4
The future of retailing is selling less of more. Consumers will buy less of what’s popular and more of what “suits me”.
Skilled shoppers place a high level of importance on individualism and personal involvement in the creation process. 8
TARGET CLIENT TRENDS
Target is no longer defined by “traditional” demographic segments such as age, gender, location, income etc. It’s about lifestyle and identity.
New luxury is about where and how the product is made. The more we know about product, more attached to it we feel.
Customers are seaking the functionality, which gives them an intimate feeling of luxury.
9
EVOLUTION OF THE TARGET CLIENT and their purchasing factors
GREATEST GENERATION
SILENT GENERATION
BABY BOOMERS
GENERATION X
Pre-1933
1933-1945
1946-1964
1965-1979
1980-1995
carefree shopping
brand’s lifestyle
customer’s experience
humble shopping
careful shopping
MILLENIALS
GENERATION Z 1996-now
100% digital
total identification in the product 10
DEVELOPMENT OF NO LOGO TREND the client becomes the brand
No logo trend
Personalization Individualization
Identification in the product
New product oriented target
11
CUSTOMERS’ BEHAVIOR
key factors that influence the purchasing desicion
quality of product image and presentation ease of purchasing process: no registration
easy shipping and return conditions
only valuable promotional emails
12
COMMUNICATION TRENDS
FOCUSING ON VIDEO According to Cisco, by 2017 video will account for 69% of all consumer internet traffic.
HONESTY AND OPENNESS Customers have access to all the information in the world so customers appreciate honesty and transparency.
13
I
INSIGHTS 14
EVOLUTION OF THE INSIGHT analysis > target > idea
No logo trend
Product oriented target
demand in the market
fitting the phylosophy of antonioli
new online store for antonioli
15
C
CONCEPT
16
UNFRAMED BY ANTONIOLI
17
NEW COMPETITORS
lagarconne.com
totokaelo.com
> minimalistic > modern and clean > visual blog > not commercial > unique selection
> modern “grid� website > aisan minimalism > art section > communicates lifestyle > not commercial 18
T
TARGET
19
NEW TARGET PORTRAIT / Selective / Honest / Intuitive / Unconventional / “The luxury of not caring” / Convenient organic friendly 20
21
S
SELECTION
22
inspiration
23
COMPLETE BRAND LIST 6397 A.P.C. Angela Roi Anntian Base Range Behno Black Crane Boessert Schorn Brawl
Hope Horses Atelier Humanoid Kieley Kimmel Kowtow Lauren Manoogian Lemaire
R13 Rachel Comey Raquel Allegra Reformation Shaina Mote Sloane & Tate Steve J and Yoni P Suzanne Rae Svilu
No. 6 Nomia
Tienda Ho
Organic by John Patrick
Uzi
Priory of Ten Public School Puc
Vivien Ramsay
Correll Correll Daniel Silverstein David Michael Falke
Wal & Pai Won Hundred 24
BRAND EXTENSION 17%
black labels
50%
contemporary brands
33%
designers brands
90%
contemporary brands
85%
contemporary brands
10%
designers brands
10%
designers brands
5%
black labels
UNFRAMED BY ANTONIOLI
25
BLACK CRANE Japan, USA
- Japaneese aesthetics - Minimal and functional - Local production in LA
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
26
KOWTOW New Zealand
- Fair organic trade - Minimal and functional - High quality fabrics
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
27
STEVE J YONI P Korea
- Classic worked denim - Playful yet minimal - Low distribution in Europe
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
28
ORGANIC BY JOHN PATRICK USA
- Organic supply chain - Superb fabrics - “Best basics”
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
29
RACHEL COMEY USA
- Local knitwear production - Art inspired designs - Arful custom textiles
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
30
WON HUNDRED Denmark
- Modern and clean esthetics - Designed to underline personality - Strict CSR policy
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
31
LEMAIRE France
- Modern and clean aesthetics - Unique shapes - Attention to the fit
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
32
PUBLIC SCHOOL USA
- Playful classics - Big attention to fit - Wide range of fabrics
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
33
WON HUNDRED Denmark
- Modern and clean esthetics - Designed to underline personality - Strict CSR policy
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
34
LEMAIRE France
- Modern and clean esthetics - Unique shapes - Attention to the fit
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
35
A.P.C. France
- Fine knitting in Europe - Best classics - Exclusive distribution
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
36
SLOANE AND TATE USA
- Superb underwear - Luxurious cotton - Sustainably sewn in LA
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
37
VIVIEN RAMSAY USA
- Hand made - Premium silk - Unique prints
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
38
BASERANGE Denmark, France
- 100% sustainable production - Only natural fabrics and dyes - Designed to enhace natural beauty
DESIGN
QUALITY
ETHICAL
FITTING
PRICE
39
W
WEBSITE
40
41
UNFRAMED BY ANTONIOLI
0
english
€0
women
men
accessories
brands
sale
philosophy
info
n e warrivals arrivals new N EW !
dream summer pants
smart underwear
“Certified fair trade organic clothing that is ethically and sustainably made from seed to garment”
42
UNFRAMED BY ANTONIOLI
0
english
€0
women
men
sale
philosophy
info
n e warrivals arrivals new EW !
/ / / /
bottoms pants jeans shorts skirts
brands
N
/ / / /
tops t-shirts blouses sweats coats
accessories
dream summer pants
full / dresses / jumpsuits / bodysuits underwear / tops / bottoms
smart underwear
see all
“Certified fair trade organic clothing that is ethically and sustainably made from seed to garment”
43
UNFRAMED BY ANTONIOLI
0
english
â‚Ź0
women
tops
men
accessories
brands
sale
philosophy
info
fi lt e r b y c o lo r
44
UNFRAMED BY ANTONIOLI
2
english
€ 310
women
men
/ / / /
tops t-shirts blouses sweats coats
/ / / /
bottoms pants jeans shorts skirts
full / dresses / jumpsuits / bodysuits underwear / tops / bottoms
accessories
brands
sale
philosophy
base range Louise silver tee €220 Description + Size guide + Stress free returns +
1 2 3 4
info
my cart 2
€ 310 B ase R a n g e Louise tee Size M/Q- 1 € 220 S loa n e a n d tat e Knitted tee Size M/Q- 1 € 90
check out
Sizes xs
see all
s
m
l
xl
add to cart watch backstage video and see the fit
45
C
COMMUNICATION
46
INSTAGRAM PAGE
> video content > feeling of backstage > videos from the office > not commercial
47
THANK YOU