PORTFOLIO ANNIE
CONTENT I.
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Brand Analysis
Off-White . Page 4-25
II.
Fashion Event Planning
III.
Moodboard
IV.
Trend Forecasting
V.
Brand Promotion Analysis
Balenciaga . Page 26-45
Subculture . Page 46-47
SS Color Analysis . Page 48-53
Loewe . Page 54-63
MODELLING PORTFOLIO
ABOUT ME PROFESSIONAL MODEL
ANNIE LIN
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Ming Chuan University fashion management fourth grade students, belonging to the international campus, the place where all teach in English, so I’m very good at both market research and Chinese, English copywriting.
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Brand Analysis VIRGIL ABLOH
OFF-WHITE BRAND ANALYSIS
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Off-White
OFF-WHITE
is a luxury streetwear fashion first founded as"PYREX VISION" by Virgil Abloh rebranded the company as Off-White, which he described as "the grey area between black and white as the color off-white. The products include clothing, shoes, accessories and furniture, and the basic elements of the products are composed by quotation marks, zip ties, and four-way arrows that create a cross, and these labels have collaborated with Nike, Levis, Jimmy Choo, IKEA and Eavian.
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BRAND ANALYSIS
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Off-White SS21 "ADAM IS EVE" Lookbook
Off-White brand analysis with a logo part
OFF-WHITE LOGO
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LOGO of "off-white" is renowned for its brand name,
parallel diagonal lines and four-way arrow points outward to the four corners, these are all inspired by the marks on the road, in 2019 September 13, off-white has filled for the new trademark, which is consist of a sinking person's hands and face below the words 'Off' and 'White', this logo brings a brand new look to the brand. He convinced that "Brand as a symbol" which support to the brand. With a strong visual presence, consumers find it easy to follow the brand and connect with future collections.
TARGET AUDIENCE Demographic Information Gender:male, female and unisex Age: 18-27 (millennials) Countries: China, Russia Education: university-level education or higher
BRAND ANALYSIS
Psychographic Information
Behavioral Information
Economic: upper class to middle class Lifestyle: street/hip-hop style Interests: skateboard, street graffiti, listen hip-hop music
High-status people, frequent purchases without considering the product's price, and usually have high loyalty. Looking for subcultural fashion trends but stand out to their own way
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MODELLING PORTFOLIO
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BRAND POSITIONING
PREMIUM OFF-WHITE is competition with some big designers in fashion industry, like Balenciaga, Vetements, and Supreme, these brands are highly respected in the fashion industry, and due to their heritage, they tend to cater for loyal audience only interested in streetwear clothing, although some of designs and branding techniques are similar and relatable characteristics with certainly position for luxury clothing, while they offer luxury fashion with streetwear.
BRAND IDENTITY Fall18 Off-White X Sunglasses Hut collaboration
In Off-White's later collection, he added quotes, an element to his products, because Abloh believes that everything leaves in the quotation mark remains to be indefinite, meaning there is always rooms for questions. The concept matches with the ideal of the brand, giving people the space to go with their own creativity, this is the way how they listen to the innovative thinking of this generation of children.
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MODELLING PORTFOLIO
Famous for black and white striped print logo, Off-White is one of the successful streetwear attracts audience around young age group. Defining the gray area between black and white as the color it's the spirit and the core of OffWhite.
SWOT -ANALYSIS
STRENGTH
Logo : Brand visibility and recognition Social Media : Publish collaborations and every seasonal products through instagram and twitter . Design : some geometric elements or concepts in their commodities Collaborations : more business opportunities to the brand itself.
WEAKNESS
Price : The price of off-white garments are high only a certain market of wealthy individuals being able to buy their clothes. Quality : The quality of the brand doesn't match the price, although it claims to be made in Milan, Italy, it doesn't give the detail information of whole production line to the public.
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SWOT ANALYSIS
OPPORTUNITIES
Collaborations: be unique and edgy within the fashion world which make consumer believe that they will benefiting from buying the clothes.
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E-commerce: Internet retailing has become the fastest growing channel, off-white already has e-commerce platforms but can improve even more on their online experience.
THREATS Competitors: the brand logo is less recognizable with the high price, so it's easier to catch up than others brand. Environmental: environmental and sustainability are some of the most important factors for the fashion industry. Legal Factors: Virgil Abloh was facing the accused to the copyright infringement lawsuits Epidemic: the coronavirus outbreak impact all global sales performance in fashion industry.
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VIRGIL ABLOH
MARKET PERFORMANCE Off-White 2019 "Zip Tie" bag collection
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2021 Off-White designer Virgil Abloh passed way
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PLACE-
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The company was incorporated in Milan in 2012, there are 49 independent stores location , there are only located in major cities with a high population density due to limited stock and the highest quality materials.
"Portfolio " Off-White Brand Analysis 2021 ©
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Street style clothing for men and woman, include sneakers, handbags, belts and other accessories come in a variety of colors and feature the trademark arrow, and also its recognizable design chunky quotation marks, the most representative product is industrial belt fitted with an adjustable buckle and brand logo striking neon palette.
MARKET PERFORMANCE
Off-WHITE PRODUCT
VIRGIL ABLOH
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Off-White 2019 "Zip Tie" bag collection
PRICING Off-white ideal price will be at $300 US, being place in the U.S., the price will change depending on the costumer preference for materials and also. Off-white offers clothing and accessories at different prices but mostly targets to high class consumers like millennials with an appreciation for modern and street-wear clothing.
Off-WHITE PROMOTING Advertised through social media, magazines and street posters around major cities, narrative or recommendation through celebrities, brand ambassadores and consumers enhance the brand curiosity, also Off-White had hold the exhibition, let everyone understand how he applies his creations and insights on art to his design.
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"Portfolio " Off-White Brand Analysis 2021 ©
BALENCIAGA
Fashion Event Planning Balenciaga fashion event planning 2018 ready-towear collections
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FASHION EVENT PLANNING
BALENCIAGA Balenciaga is a luxury fashion brand, founded in Spain in 1919 by the designer Cristobel Balenciaga, the brand is known for its modernist designs to revolutionizing woman’s fashion, which is dedicated to making the clothes to outstanding the woman body, like bubble skirt, cocoon coats and tunic coats, it already become the brand feature, but nowadays they are particularly focus on the modernity of comfort, functionality and technicality to create an aesthetic pleasing image .
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F/W21 90'S ARCTIC SKIING FEAST
BALENCIAGA fashion show theme Inspiration
FASHION EVENT PLANNING
Models wearing thick layered ski parka, which were made by wool and velvet fabric with classic 90's vibrant color, gathered in the place where all cover in ice and snow, it just like they are ready to celebrating the feast.
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3 MONTHS EVENT PLANNING
11/10
11/25-30
Press Event
Debut Fall/Winter collection lookbook
11/15-20
12/1
Started promote the fashion show by container advertising trunk, billboard and online advertisement
Balenciaga Fall/Winter fashion show
11/20-25
After party
Sending PR goods to celebrities and KOL, ask them to promote the brand on the social media
12/1 1/10 Pop up store(US,NY)
Balenciaga Fashion Show
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PRE-EVENT: PRESS EVENT PRESS EVENT RUNDOWN
Place: KERING company headquarter
PURPOSE: introduce whole event content and purpose
Guest: Magazine: Vogue, Elle, Bazaar, Marie Claire, Allure, W magazine, GQ Website: Vogue.com, Marie Claire.com, Bazaar.com, GQ.com, ELLE.com, hypebeast, BOF, WWD, Cosmoplitan, I-D, CNN
BALENCIAGA FW18 fashion show event oversized layers fashion event rundown event planning Balenciaga Fall/Winter fashion event planning 2018 ready to wear collections
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PRESS RELEASE DATE
November 1, 2021
THEME
Balenciaga new fashion show demonstrate a lesson with layering in skating park
FASHION EVENT PLANNING
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ONLINE PROMOTION EVENT
Social Media
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Provide upcoming fashion show information, debut Fall/Winter collection lookbook, draw the pre-show attention by small trailer and promoted by all kinds of fashion instagram account
BALENCIAGA 2018 FALL/WINTER COLLECTION
ONLINE PROMOTION EVENT Advertisement : : Promoted by billboard and container advertising trunk and show in the high traffic area
Influencer : Give away the PR products to celebrities and KOLs so that they can promote the event on the social media
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KEY-EVENT FASHION SHOW
KEY-EVENT: FASHION SHOW FASHION SHOW RUNDOWN Date:12/1 7:30-24:00 Place: New York Central Park Wollman Rink
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BALENCIAGA FW18 fashion show event oversized layers fashion event rundown event planning Balenciaga Fall/Winter fashion event planning 2018 ready to wear collections
FASHION EVENT PLANNING
STAGE DESIGN
backstage
ea Ar ia ed M
s at se
se a ts
seats
Media Area
Media Area
New York Central Park Wollman Rink I chose New York Central Park Wollman Rink as a show stage, it is a good place to present an Arctic scene especially in winter, and this is a graphic how I arrange the seats, media area and the back stage
MODELLING PORTFOLIO
The inner sight of the show stage, I put the fake ice berg in the middle, and put white lights around it, to make sure that the guests can see it clearly, also it's good for media to take a picture too, as the arrow in the graphic, this is a model catwalk route, walked out from the backstage and go down, turn around to the ice berg walked on it, in the end go down to the exit
ligh ts
ts ligh
fake ice berg
lights
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Bella Hadid, Vittoria Ceretti and Eliza Douglas
MODELS
Features, Makeup, Hairstyle Models I choose the person who having the high cheekbones and rebellious cool face to fit the brand image, such as Bella Hadid, Vittoria Ceretti and Eliza Douglas, as the makeup and hairstyle, I prefer the nature look with only foundation and rose pink lipstick on it to present the freezing look, and the hairstyle they just have to put down their nature hair without any style on it.
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GUEST
Invited Celebrities
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I invite ASAP Rocky, Rihanna, and Kayne west, both of them are popular in nowadays young generations especially Z generation, if they show up it may be helpful to promote the event.
DEMNA GVASALIA
POST-EVENT: POP UP STORE
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PLACE New York Time Square
1/20 -1/27
STYLE High-fashion street style
MODELLING PORTFOLIO
TIME
POP UP STORE DESIGN
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This is the outside look of our pop up store, which all cover with graffiti to correspond with the iceberg look in the show, the other picture is the interior design of the pop up store, the most special is that the center place will provide the customized service to customers who want to make their own special logos.
MOODBOARD
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Trend Forecasting
MODELLING PORTFOLIO
PROJECT 4 Spring/Summer 21 color trend forecasting analysis
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MARIGOLD YELLOW
The popular marigold yellow popular on the spring show not only reflects the designer’s hope for the future, but also reminds the audience in casual clothes of the fun of dressing.
CHERRY RED
The Cherry red, a vibrant, classic and fun shade that associated with courage, passion, heat, playful and elegant, it gave the precise brushstrokes to enhance in different collections
SKY BLUE
Due to Covid-19 restriction, designers drew renewed inspiration from the outdoors. It’s associated with trustworthy and reliability also is promote the feelings of tranquility
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MINT GREEN
When you think of hope, fertility, and rebirth, fresh green embodies all these feelings, when someone’s is attracted to the color green, that’s mean they are calling in expansion, determination, and growth
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Brand Promotion Analysis Loewe luxury brand promotion analysis strategies
LOEWE
Loewe luxury brand promotion analysis strategies
HOW BECOME FAMOUS ? Turn the target consumers into the young generations
Because of his unique aesthetic and taste, he knows how to lead the trend, which brought new and youthful energy to the products, such as Loewe’s Puzzle bag, which is widely be using by woman due to its exquisite and compact style
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JONATHAN ANDERSON
LOEWE
2019 Loewe Fall/Winter menswear collection
Celebrities promote the brand products
Jonathan Adrerson invited A$AP Rocky and Push T to promote their products, both of them are the most famous rapper and fashion icon of the young generation, when hiphop culture integrated into the high luxury brands, this bring a brand with a new reform vision, and expanding into to a wider scale and higher level.
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Loewe fashion promotion analysis part
THE EFFORTS OF INNOVATION
Loewe is emphasis on its workmanship they combining traditional techniques and new skills to constantly reexamining the relationship between shape and material, to creating the work with eternal beauty.
Crafts and creativity
Redefine the fashion boutique
Loewe craftsmanship basket collection
Anderson reconstructed the luxury into the public art galleries, decorated by Anderson art, paintings, sculptures and craft objects to created the cultural space where all the art, fashion, and craft can meet
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THE CHALLENGE LOEWE HAVE FACE PROMOTION ANALYSIS PORTFOLIO
COVID-19
In 2020 years, because of the pandemic was outbreaking, which affects the global fashion industry, most of brand and companies are facing the challenges of close down the store, integrating supply chain, and cancellations of the fashion show in order to slow down the spread of the virus, however, in the severe period of the epidemic, the consumer demand hasn’t decreased, most of luxury brands are looking for the new method to maintain brand sales and quality to reduce the possibility of damage and bankruptcy.
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HOW OVERCOME THE CHALLENGE Loewe brand promotion analysis the challenge part
MODELLING PORTFOLIO
BOX Due to Covid-19, Loewe show has been cancelled, Jonathan Anderson decided to change the format of the show experience in digital and physical way, such as fall-winter 2021 collection they show a entire creative process and sensorial experience into the box, from the initial inspiration to the show setting
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Resume ANNIE LIN
EDUCATION
I am an outstanding student with experience in fashion and social media marketing seeking an internship in the field of public relations industry, where I can apply my knowledge and skills for continuous improvement.
Ming Chuan University Department of Applied English , 2018-2020 Ming Chuan University Fashion and innovation management (international campus) ,2020-2023
SKILLS Problem-solving
Market Research
Project Management
Illustrator
Photoshop
Communication
PowerPoint
Layout Design
Word
PHONE CALL: 0979-542-502 HOME CALL: 02-2746-6019 Email: annie.naruto.7213@gmail.com