Vetements X Greece Needs Love

VETEMENTS

Vetements & Greece Needs Love

Emily Eckard & Ashley Himpel FASM 310

Contents

Executive Summary Vission & Mission Collaboration Partners Benefits Mood Board Trend Boards/Men and Women Color Story Products Packaging Competitors Pen Portraits Target Market Situational Analysis Financial, Marketing & Societal Objectives Marketing Strategy Marketing Calandar Quote from Demna Gvasalia References Contact

4-5 6-7 8-9 10-11 12-13 14-17 18-19 20-21 22-25 26-27 28-31 32-33 34-40 41-45 46-49 50-51 52-53 54 55

Executive Summary

The goal of this collaboration between Vetements and Greece Needs Love is to offer limited edition products designed by Demna Gvsalia, to the target customers, demonstrating authenticity and an artistic value. Based upon this goal, our key objective is to sell them over a three month period and donate 10% of the generated profits to the GNL charity, creating awareness and strengthening both brands image. The collaboration aims to reach various age groups and supports the production of contemporary Greek Art via GNL’s programs.

Vision and Mission

Vision: Our vision is to create various designs including baseball caps, shoes, and sweatshirts for the charity Greece Needs Love. We want these luxury street-style pieces to stay true to Vetements and the charity, combining equal components of both. Vetements being an exclusive company will give this charity the ability to stand out and bring awareness to their organization.

Mission: This organization strives to express Greek culture and heritage in their work, and will be showcased in an expansion to present a limited edition collection. This will be a short collaboration between the two companies resulting in benefits such as cross over clientele appeal.

Vetements is a luxury ready to wear clothing and accessories company that thrives itself on high quality goods at a luxury price point.

Collaboration Partners

Greece Needs Love is a non-profit organization that is now based in Atlanta, Georgia. The organizations mission is to support the artisans and researchers with focusing on Greek culture and art in their postgraduate education.

The collaboration will incorporate the simple, yet androgynous aesthetic of Vetements, while adding elements of the work from Greek Needs Love artisans.

This will give both companies recognition and the ability to stand out amongst other designs.

Benefits

This will benefit the celebrity and athletic customer who has a great sense of individuality and personal style as well as a high income. This will in turn be a success for both brands in terms of cross over clientele, and working directly with a charity.

VETEMENTS & GREECE NEEDS LOVE

Athleisure Trends/Women Luxury Streetwear A/W 18/19

With athlesisure being elevated to a super trend status, transitional activewear styles balance function and style across various silhouettes. Simple and elegant sports shapes are comfortable and brings a more youthful edge, with elements of everyday street-wear popping into the mix. Pieces such as culottes, fluid tanks, and joggers are established as a core silhouette and embodies the Vetements luxury streetsyle persona. The fabrics have a luxurious feel and are able to create volume, that is accentuated by more structured fabrics. We have seen Vetements collaborate with various sportswear/lifestyle brands such as Champion, Levi’s, Canada Goose, Reebok, and Alpha Industries.

Athleisure Trends/Men Luxury Streetwear A/W 18/19

Recent research has found that modern mens’ shopping habits are not so far off from women’s and the male fashion consumer is spending more time browsing, impulse shopping and experimenting with different trends. The photos represented above embody oversized silhouettes such as bomber jackets, parkas, sweatshirts and sweaters. The significance is the effect that this aesthetic choice has had a grab on menswear designers in particular. The Vetements customer has a sense of individuality with personal style and understands this niche market. Celebrities like Kanye West, Travis Scott, ASAP Rocky and Rihanna have been influenced by this type of style and been seen showing up to fashion week dressed in this attire.

19-2420 TCX Eggplant

19-1534 TCX Rosewood

Color Story

14-1118 TCX Buttercream

19-4034 TCX Deep Water

19-5350 TCX Meadow Flora

19-3911 TCX Black

Mens’ Black Dress Shoes

VE T EM ET NS

VETEMENTS

Womens’ Black Heeled Boots Unisex White Graphic Hoodie

Unisex Black Hoodie Unisex Black Baseball Hat

S LOVE E NEED S LOVE C E E R G D VE ENTS & CE NEE VETEM NTS & GREE CE NEEDS LO VE E O E L M E VETE ENTS & GR ECE NEEDS VETEM ENTS & GRE CE NEEDS VETEM ENTS & GREE NE REECE VETEM G & S T E EN VETEM NTS & GREEC E M C E E E E VET TS & GR ECE N E M E RE VET NTS & G REECE E M E T G VE ENTS & REECE VETEM G & ENTS ECE VETEM NTS & GRE E VETEM

E

S T N

T E V

EM

Potential bag design once customers completed a purchase if Vetements decided to open physical stores in the United States or overseas.

This card will be placed in each and every product box that gets delivered and adds an element of exclusivity.

It not only gives the customer some insight on the collaboration, but allows the customer to hold on to something more personal and long lasting.

Jeremy Scott Alexander Wang

Competitors

Rick Owens Dries van Noten Maison Margiela

ALEX ARNOLD, 28 Shops at Kith, Adidas, a.p.c , Hood by Air

New York city- resides in Manhattan, originally from Brooklyn

Loves cars, night life, fashion, watching movies in his apartment, traveling, getting sushi with friends, music, and keeping a healthy lifestyle Gravitates towards open minded, positive people

Full sleeve of tattoos

Has a bit of a shy side

Owns a record label in the city

Constantly on the go, whether it’s work or going to sporting events

Listens to Rap, Hip Hop, R&B, Elton John Travels to Paris, Milan, Los Angles and Miami for work Appreciates wearable closet staples with clean lines and a hint of androgyny Believes there is something always new and exciting to bring to the table in fashion Half black, half French Canadian

Favorite basketball team is the Cavaliers Family oriented, values genuine, hardworking people Favorite movie is The Notebook

Splurges mostly on a good pair of quality shoes Takes his mom to lunch every Sunday at Shuko

STEPHANIE KING, 31

Celebrity assistant for Rihanna/designs her own app Lives in Los Angeles, originally from Chicago Eats at Nobu, soul cycles, takes frequent beach trips to Malibu and Santa Monica Loves Alexander Wang, Balenciaga, and Maison Margelia Essential staples are a leather jacket and a pair of white tennis shoes Appreciates naps, ice cream, her tabby cat doodle, comedy movies, cochella, night life and sweet potato fries Loves yoga, smoothies, instagram, snapchat and enjoys taking fashionable pictures/selfies, and Sex and the City

Half Filipino, half American Owns an apartment in Beverly Hills Edgy, minimal style Likes to incorporate athletic wear into her everyday look Huge planner and constantly making to-do lists Her motto is work hard, play hard Constantly working around celebrities and designers due to her job Tries to surround herself with good, genuine people in Los Angeles. Considers herself as one of the guys.

Enjoys sleeping in on the weekends and laying in bed Hates selfish, ignorant people

Target Market & Research

This specific target market is dedicated towards celebrities and athletes who can afford the brand with its high price point products. The price point limits the number of people who can afford Vetements. Most of the market who wears Vetements is very interested in the fashion industry and is part of an exclusive group.

The target market has a liquid and steady income, with a keen eye for artistic and creative fashion.

Needs : High income salary, good work ethic, small circle of genuine friends, to keep up an active/healthy lifestyle.

Wants : To inspire others through fashion, make people happy, keep climbing the ladder in their profession.

Values : Hardworking, motivated people, sense of personal style, expensive but quality staples, time with family and friends.

Situation Analysis 4 P’s SWOT P.E.S.T.E.L

Product

Price

Baseball Hats Sweatshirts Men’s Shoes Women’s Shoes

$200 $600 $1500 $2000

4 P’s Promotion Social Media -Instagram -Facebook -Twitter Private launch party held in Athens, Greece with 150 attendees

Place E-commerce -Ssense -Net-a-Porter -Dover Street Market -Totokaelo

STRENGTHS:

WEAKNESSES:

Non-profit backing

Not very recognizable through social media

Artisans within own organization

Greece is in political turmoil

Helps post-graduates with their education Supports the production of contemporary Greek Art while preserving the Greek Art History Every piece of art is originally designed

GREECE NEEDS LOVE OPPORTUNITIES:

THREATS:

Grow as an organization with more artists

Charitable giving is cut when money is tight with consumers so donations are not as prevalent

Collaborations with other organizations/charities or fashion brands

Collaboration might not be as recognizable due to Greece Needs Love being not as well known

Political Greece has been and currently is in a debt crisis. They are struggling to stay afloat with such political and economical turmoil, leaving them in bankruptcy. The 37% of Greeks at risk of poverty and social exclusion can’t make ends meet, leaving them no means to meet basic needs. There is a huge instability in the Greek government, enforcing high tax rates, and leaving more and more people unemployed. International brands, such as Vetements and Greece Needs Love can take a hit from increased taxes on foreign goods, which could be a huge negative.

Economic Greece still continues to struggle with unemployment and there is a rise in jobless registrations.

The economic collapse- needs large scale foreign investment to kick-start growth again and get their economy back on track. Taxes have significantly increased, making it hard for people to survive financially and have extra money in their pocket.

The post-Brexit deal also affects trade deals between the rest of the EU and increases the amount of money needed to import and export goods.

Social Buying patterns and behaviors are the driving force when it comes to shopping. There have been major trends with an increase in athletic wear, sustainability, and accessories.

The athletic trend is significant to the Vetements, and especially this collaboration, because we are proposing a series of luxury, athletic wear. Another social factor is the popularity of social media and the use of networking sites are an affluent aspect of our day to day lives, especially with the younger generation. This factor affects our opinions, interests and can impact sales of product and revenues earned significantly. With brands becoming sustainable and more transparent, the rise in a very health conscious, active lifestyle has become a key component in these social factors.

Technological Accessibility in technology is at our fingertips and brands are tapping into social media platforms more than ever to gain more customers and success. Designers are experimenting with 3D printers and making wearable technology.

There has been a huge increase in e-commerce sales, as customers are no longer visiting physical stores to buy their products, but rather clicking a few buttons. Greece does not have the same accessibility to many technological devices as the United States does, making their options more limited.

Enviornmental The fashion industry has been pushing towards sustainability for quite some time, and the topic has been an ongoing subject. Many companies have become transparent with their manufacturing practices and we as a society have seen how fast fashion hurts our environment and puts the workers lives at risk. However, a number of brands like Stella McCartney, Levi’s and Reformation have started to take steps in the right direction by using completely sustainable materials and reducing waste reduction in the process.

Legal With sustainability being such a hot topic right now, companies have faced legal issues with their manufacturing practices. Many fast fashion companies who participate in unethical working conditions are prone to labor violations and are dealt with law suits for using sweatshops, underpaying and mistreating their workers and employing under-aged children, forcing them to work 12 hours straight. Many of the fashion companies in present day become closed off when these issues arise, but not all of them practice this type of behavior. Upcoming designers especially are focusing only on sustainability and being transparent with their practices and showing awareness to the conflict.

Financial Objectives 10% of the total profit for the collaboration between the two companies will be contributed directly to Greece Needs Love and is striving to total an amount of $440,500 in profit by the end of the term for the charity.

Overall sales growth: 15%

Month 1

300 x baseball hats 500 x hoodies 250 x mens shoes 250 x womens shoes

Month 2

300 x baseball hats 500 x hoodies 250 x mens shoes 250 x womens shoes

Month 3

300 x baseball hats 500 x hoodies 250 x mens shoes 250 x womens shoes

Financial Goal

Sales by Channel Hoodies Baseball Hats Mens Shoes Womens Shoes

$1,600,000 $180,000 $1,125,000 $1,500,000

$4,405,000 total revenue

We feel as though the hoodies and baseball hats will result in the highest revenue in the sales channel because hoodies and baseball hats are the top sellers for Vetements. We believe that they will continue to sell through at a quicker speed due to the exclusive collaboration between the charity Greece Needs Love and the Vetements.

Potential Product Offerings in the Future Backpacks T-shirts Beanies Jackets

Marketing Objectives To bring awareness of the charity Greece Needs Love while bringing in the androgynous, edgy design elements of Vetements.

Increase both brands’ logo recognizably, as well as communicate the vision and mission to consumers.

Although Vetements clientele is limited, the objective is to attract new and existing consumers as well as increasing customer satisfaction across the board.

Increase growth and perception of each company by providing a different type of collaboration with a focus on actual artwork by artisans.

We want to demonstrate a personal relationship with our clientele throughout this collaboration and make them feel part of this exclusive group.

Societal Objectives Continue to create brand awareness throughout various social media platforms like Instagram, Twitter and Facebook.

Hash-tag promotional activity on both brands’ social media after the launch date with images of the products styled on models (i.e.

Vetements x Greece Needs Love).

Gain 15k more followers on Instagram in total between both brands Launch party in Athens, Greece to tie in elements of both companies and for people to get insight of their current economic system, and how Vetements and Greece Needs Love can be successful from this collaboration.

Loyal clientele showing off the merchandise on their own social media platforms to gain recognition.

Product & Brand

Marketing Strategy

We want the product to represent both brands equally and tie in elements of their aesthetics to create a successful and enticing collaboration. The products we have chosen best represent the Vetements high fashion street style image by offering baseball hats, hoodies, and shoes for both sexes. They will include art work from the Greek artists themselves, and Vetements typography style to keep the edginess apparent. All products will be sold through the Vetements e-commerce websites after the official launch date, although some will be for sale at the actual launch party in Athens, Greece. We want the products to represent the individuality of their customer and show them a new take on creative collaboration.

Pricing Strategies

The pricing strategy was created by keeping in mind the identity of the Vetements brand, and the original handwork of the artisans. Vetements prices are relatively high already, and we wanted to keep in mind the exclusivity of the project. There is a great deal of time and effort that went into creating this collaboration from both companies, and everything is one of a kind, rather than being mass produced. The price of the hoodies will be $600, the baseball hats will cost $200, the mens shoes will be $1,500 and womens shoes will be priced at $2,000.

Channel Strategies

We wanted to implement an extreme uniqueness with this collaboration and allow an exposure of the products showcased through several social media channels, particularly Instagram, in which Vetements has over a million followers. Also, since the brand currently does not sell their products on their own website, the merchandise will be available through 3rd party e-commerce sites such as Ssense, Totokaelo, Net-a-Porter and Dover Street Market London for purchase.

Vetements & Greece Needs Love January Feburary

Corporate Priorities

Major Product Launch

Marketing Calandar

Events

Store Specific

Marketing Release

March April

Collection Release

Hoodie Design One

Large Launch Party in Athens, Greece

Online

May

June

Friends and Family

Baseball Caps

July

August September October November December

Press

Hoodie Design Two

Small Private Party

Fashion Weeks

Online

Online

Friends and Family

Men and Womens Shoes

Small Private Party

Online

Instagram for both companies Instagram for both companies Instagram for both companies Instagram for both companies Facebook for GNL Facebook for GNL Facebook for GNL Facebook for GNL Editorials through the Press Editorials through the Press Editorials through the Press Editorials through the Press

-Demna Gvasalia

VETEMENTS

VETEMENTS

“With our designs we want to give the wearer an attitude that matches our aesthetic,” he continues. “While coming up with designs, we tend to be inspired by women who have a strong sense of individuality and a real opinion about what they’re wearing. Vetements is not bound to any age, but to the autonomy of its wearer”.

RESOURCES Lyssens, Siska. "Vetements Stays Focused on the Clothes."

The Business of Fashion. N.p., 13 May 2014 Marshall, Alexandra. "The Cult of Vetements." The Wall Street Journal. Dow Jones & Company, 24 June 2016.

Contact: Ashley Himpel ashleyhimpel@gmail.com 203.909.0306

"The Emperor's New Clothes: Charting Vetements' Influence on Contemporary Fashion." HYPEBEAST. "User Login | WGSN | Creating Tomorrow." WGSN | Creating Tomorrow | Trend Forecasting & Analytics.

"Vetements." Vetements. N.p., n.d. Web

Emily Eckard

Eeckar20@student.scad.edu 386-843-9487