Fashion Brand - Pleats Please

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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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