FASHION BRAND WORKSHOP PLEATS PLEASE BY ISSEY MIYAKE
Launch of brand new Pleats Please on the Italian Market Group 1 Oyku Say Ashna Mehta Kim Young Hoe Victoria Bychenko Giorgia Alioto
Project Leader Annamaria Tartaglia Project Assistant Caterina Lunghi
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Issey Miyake/DESIGNER & PRODUCTS
Japanese Designer, Architect, Creator, Innovator Inspiration: Nature, Design, Meetings Ultimate Goal: Quest for the essential MASTER IN FASHION MANAGEMENT 2012-2013
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Issey Miyake/PERFUMES
FOR HER
1992 A fresh floral aquatic fragrance
1992 A sun drenched fresh floral aquatic fragrance
2009 A warm feminine floral fragrance
FOR HIM
2009 A woody floral fragrance
1994 A spicy woody citrus perfume
2012 A fresh woody perfume
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Pleats Please/HISTORY
February: "ISSEY MIYAKE” collection, New York. November: Established ISSEY MIYAKE INTERNATIONAL INC
1971
The garments are first cut and sewn from 100% polyester two-and-a-half to three times larger than the finished garments, before being sandwiched between layers of paper and fed into a heat press to be ‘cooked’. Everything is worked: dresses, cardigans, skirts, shirts and pants. They are at the same time very functional and practical. They can be put away and travel easily, no ironing is required, they can be washed in the machine and dry in minutes. The forms are simple, the colors and prints vary according to the inspiration of the creative team of the House
PLEATS PLEASE Brook Street, London
1997
1993
PLEATS PLEASE
PLEATS PLEASE Rue Rosiers, Paris
1998
PLEATS PLEASE Soho, New York
PLEATS PLEASE "BIG BANG" exhibition at the Center G. Pompidou, Paris
2005
1999
2000
PLEATS PLEASE Aoyama La Palace, Aoyama
2007
BAO BAO By Issey Miyake
PLEATS PLEASE Tokyo Midtown
2010
PLEATS PLEASE PARFUM, Italy
2013 2012
PLEATS PLEASE PARFUM, Paris
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Pleats Please/PERFUME “the perfume that moves you” The bottle borrows facets of the famous bao bags from the Pleats Please collection Surprising, unexpected, yet obvious Asymmetric architecture Colours: Fuchsia, Red, Yellow, Orange
Eau De Toilette
30 ml : € 40,50 |50 ml : € 63,50 |100ml : € 88,00 Moisturising Body Lotion 150 ml Deoderant Spray 100 ml
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Issey Miyake/VALUES, PERCEPTIONS, AWARENESS
FRANCE U.K
Timeless
RUSSIA TURKEY
Unconventional
JAPAN TAIWAN
UNITED STATES OF AMERICA SOUTH-EAST ASIA
Artistic
Niche Innovative Conceptual
ITALY: Low Brand Awareness
Avant Garde
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Pleats Please/TARGET CUSTOMER PLEATS PLEASE Women between 25-35 Happy Optimistic Cheerful PLEATS PLEASE (secondary clientele) Women between 19-25 Young Energetic Playful Experimental
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Pleats Please/COMPETITORS YOUNG
Marc Jacobs Daisy Moschino Cheap & Chic Clinique Happy FLORAL
Ralph Lauren Sport
Jil Sander Sport Issey Miyake Pleats Please Noir Cocheral
Kenzo Flower
Estee Lauder Beautiful Sheer
Prada Candy
FRESH
DKNY Be Delicious
Elizabeth Arden Green Tea OLD MASTER IN FASHION MANAGEMENT 2012-2013
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Pleats Please/SWOT
-Quality & Unique Product -Bottle - Innovative Design -Knowledge of Perfume (BPI)
-Low Brand Awareness in the Italian Market -No Media Investment -Secondary Product Line -Niche Market -Conceptual
S
W
O
T
-New Markets -Broader Customer Base -Invest in PR with social media
-Price & Investment Competition -Eco trends -”Girlfriend” perfume launch
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Pleats Please/MOODBOARD Form Shape Texture Geometry Colourful Energy Illumination Structure Motion Lightness Art Happiness Joy
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Pleats Please/MARKETING & COMMUNICATION
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Pleats Please/BUDGET & TIMELINE 45% ADVERTISING (DIGITAL + PRINT)
Launch + CompetitionCompetition
Announcement
Press Event
10% PRESS EVENT
10% COMPETITION
15% SAVE
3% MOVING PLACE
20% POS MATERIAL
Beauty Advisors Training Moving Place
Advertising Store Windows
March April
2% BEAUTY ADVISOR + TRAINING
May June July August September October
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Pleats Please/PRESS EVENT
Location: Spazio Bianca, Milan Day : 18th April 2013 Invitees: 70 Journalists, Bloggers, Local Celebrities Gift: Pleats Please Perfume 30ml Pleats Please Tshirt MASTER IN FASHION MANAGEMENT 2012-2013
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Pleats Please/PRESS EVENT INVITE
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Pleats Please/COMPETITION Location: Fabbrica Del Vapore, Milan Day of Exhibition: 8-12th May 2013 Top 60 get shortlisted Subject: Artwork, Installations, Pictures Textures, Geometric Shapes, Colours Duration: 15th March Prizes: 1st Summer Course at Parsons, NY 2nd Summer Course at Malaga, Spain
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Pleats Please/MOVING PLACE
2013 7.1-7.3 Duomo in Milano MOVING 2013 7.4-7.6 Duomo in Firenze
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Pleats Please/MOVING PLACE
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Pleats Please/COMMUNICATION
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Pleats Please/COMMUNICATION
Websites fashion.it, vouge.it, style.it, elle.it Blogs theblondesalad.com italianfashionbloggers.com thefashionfruit.com thankgoditsfriday.it joujouvilleroy.com
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Pleats Please/POINT OF SALES 800 Doors(500+300) 50 Especial Windows Chain Stores: Sephora Douglas La Gardenia (more visibility) Local Stores: Especially in the South
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Pleats Please/BEAUTY ADVISOR Welcome
Atmosphere
Touch & Feel
Advice
Checkout
Identification& orientation Initiate a relationship
Ambiance Shop & counter layout Signage Grooming & uniform
Access Information Testing
Needs & habits Answers Objections
Payment & delivery Invitation to comeback Satisfaction check
Special training sessions in main cities: Milan, Florence, Rome Local: Hotels to be defined Period: May 2013 Distribute pleats paperboard to let people try the fragance.They should wear colorful pleats dresses (on the weekends-1st two months), have a pleasant smile & good communication skills. Have to know everything about Pleats Please & Issey Miyake. They shouldnt insist on people to try the perfume.
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Pleats Please/BIBLIOGRAPHY http://mds.isseymiyake.com/im/en/work/ http://www.isseymiyake.com/brand/pleats_please.html http://www.isseymiyake.com/brand/bao_bao.html http://www.isseymiyake.co.jp/HIKARU_MATSUMURA/en/ http://www.isseymiyake.com/brand/132_5.html http://www.isseymiyake.com/brand/me.html http://www.isseymiyake.com/brand/haat.html http://www.isseymiyake.com/brand/issey_miyake_men.html http://www.isseymiyake-watch.com/eg/watches.html http://www.isseymiyakeparfums.com/en/experiences http://www.isseymiyakeparfums.com/en/experiences/harmony http://www.isseymiyakeparfums.com/en/experiences/flowers http://www.isseymiyakeparfums.com/en/experiences/please-the-world http://www.youtube.com/user/IsseyMiyakeParfums http://www.youtube.com/watch?v=RwJdSLSxYmM&feature=plcp http://www.youtube.com/watch?v=WmNczv9jHcg&feature=relmfu http://www.youtube.com/watch?v=9Rrak959wg0 http://www.fragrantica.com/news/New-Fragrances/ http://www.fragrantica.com/perfume/Issey-Miyake/Pleats-Please-15464.html http://www.fragrantica.com/perfume/Issey-Miyake/Pleats-Please-Eau-de-Parfum-15997.html http://www.fragrantica.com/perfume/Prada/Prada-Candy-12426.html http://www.fragrantica.com/perfume/Marc-Jacobs/Daisy-Eau-So-Fresh-10858.html http://www.bpi-sa.com/issey-miyake.php http://www.bpi-sa.com/bpi-actualites_les_marques-en.php http://babylingrkm.blogspot.it/2012/09/launch-party-pleats-please-by-issey.html http://www.facebook.com/pages/Pleats-Please-Issey-Miyake-/148749285267876?fref=ts http://www.facebook.com/media/set/?set=a.426236320746412.84772.160442760659104&type=3 http://www.atkearney.com/documents/10192/8290af55-fe14-4471-9fb0-183fd83ba922
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