A private Label Collection by Azra Cerimovic and Emily Irons
ZARA x GIVENCHY
Colliding the worlds of fast fashion and luxury fashion by bringing you a collaboration between industry giants Givenchy and ZARA. Bringing innovative, bold, and edgy designs that only our fashion forward customers would understand. Mixing the minimalistic basics that ZARA is famous for while bringing bold, innovative prints and silhouettes that Givenchy is known for. Feeding the need for a highly exclusive collection in the fast fashion market.
CUSTOMER PROFILE: Company 1: ZARA Zara has become one of the biggest fast fashion companies in the world. The Spanish born retailer is able to develope and get new styles out in about two weeks with around 10,000 styles being shown a year. A very trend based company with very fast turn over rates and a huge customer base. With now not just a womens line but both men and childrens Zara retails to wide demographic. With the online store doing business much better and more effiencent than before the fast fashion retailer will soon be the number one place to go to for basic, inexpensive fashion. - ZARA AESTHETIC On trend Minimalistic Basics Monochormatic/minimal color Edgy Chic - EXCLUSIVITY/ACCESSABLITIY moderate to low exclusivity, accessablility high -- both a brick-and-mortar and online retailer. Both shopping experiences seem to be pleasant according to online reviews. With the help of the internet vertually anyone can order Zara merchandise. - DEMOGRAPHICS/TARGET MARKET
Overall sales: Women’s: 78% Men’s: 20% Childrens: 2% Young, price concious, very sensitive to the latest fashion trends. They do not segment their customers by age categories; able to reach over a wide range of ages with designes -- mostly focusing on younger individuals. Reaching both urban and suburban individuals. Even though Zara is not age specific, the retailer is very gender specific. There is not much room for uni-sex. INCOME Middle to upper middle class Pricing is in the moderate category. Not neccessarly cheap or on the lower end but not high end goods either. Income of these individuals could start at $35,000 and go upwards of $150,000 a year. COMPETITORS H&M, Guess, Armani Exchange, Marc by Marc Jacobs, The Gap, American Apparel, TopShop
CUSTOMER PROFILE: Company 2: Givenchy The famous French brand Givenchy was founded in 1952 and has been able to hold on to it’s legacy and strong tradition inti 2014. Hubert de Givenchy created the brand under the concept of being able to produce fashion, lead fashion, and explain fashion -- a core concept that Riccardo Tisci has upheld since he took over as the creative director of the brand; delivering a new and innovative collection each season. Givenchy caters to the taste of fine young men and women with a taste for one of a kind, risk taking, high fashion. The one competitive advantage Givenchy has over other brands is that it does not cater to the safe, classic design. Instead they push innovatio n in fashion with daring designs season after season. - GIVENCHY AESTHETIC Innovative Daring Bold Edgy - EXCLUSIVITY/ACCESSABILITY High exclusivity due to extremely high price range -- with both brick-and-mortar stores and an online retailing site Givenchy gives their customers a seamless retailing experience being able to reach customers within an urban setting and a suburban setting. Customer service both in store and online is extremely pleasant; employees willing to help solve problems. - DEMOGRAPHICS/TARGET MARKET Women’s Men’s In recent years there has been more of a focus on a younger generation of adults. Ages 25-35 -- Givenchy targets this group of upcoming affluent customers through the advertising of their fragrences and cosmetics. They introduce these upcoming affluents to lower priced products such as fragrences and cosmetics using them as a door to further purchases and life long connection to the brand. Givenchy can be unisex; usually during the mens show they will show women models along side wearing looks that could swing between both genders. Mostly focusing on fashion foward, bold individuals in urban area’s. -- early adapters, trend setters instead of trend followers. Affluent homes in a high income bracket. - INCOME Upper class Pricing of goods in on the high end of retail. Apparel products range from $12,300 to $850 and with cosmetics ranging from $36 to $80 and fragrences at $90-$150. $500,000+ - COMPETITORS Marc Jacobs, Celine, Louis Vuitton, Tom Ford, Chanel, Fendi
CUSTOMER PROFILE: Company: ZARA x Givenchy The Ultimate Customer A young creative professional living on a budget. Recent graduate of college, in the early stages of their career. Living on a budgeted lifestyle. Very up to date and sensitive to trends and the latest art movements. Values a healthy and fit lifestyle, wellness is a big part of balancing their everyday life. Since our customer is budget concious they want to purchase items that will last them season after season so they go for more basic styles. They perfer items that they can mix between the daytime and the evening. ZARA X Givenchy AESTHETIC Bold Minimalistic Versatile Daring Neautral EXCLUSIVITY/ACCESSABILITY Extremely accessable, it will be available both online and in stores; with the sheer amount of ZARA stores it is accessable fairly easy. It is extremely exclusive since we only deliver 5 peices of merchandise per delivery -- aslo it is a one time collection. When it is sold out that is it. INCOME: Early in career. Entry level positions. 35,000-45,000$ COMPETITORS: H&M, American Apparel, The Gap, Madewell, TopShop, ASOS, Guess
“Digital Rennaisance”
Our inspiration came from the WGSN and Style Sight trend forecasts called “Renaissance Remix” and “Digi-Glitch”. Taking classical pieces of artwork and repurposing them in an almost parody-like way using modern applications. We found ourselves looking further into these two trends and linked up old computer monitors and older technology. This is how we came about with the glitch concept. Our colors for the collection were pulled from our mood board above. The silhouette studies came from our trend board on the next page. That’s where we really studied the shape of the clothing and the styling. From that we also observed the type of artwork and glitch effects we wanted to use in our final advertisements and prints. We studied various Givenchy past prints to make it as accurate as possible.
Print Study
Digital Renaissance Autumn Winter 2015
Look 3 is the staple of our collection. It connects the entire collection together because it carries our pop color through the middle of the collection. With the print on the standard sweatshirt silhouette made of a thick woven cotton synthetic blend with minimal stretch. Contrasting the simplicity of the top garment with a tight fitting skirt that has a dramatic flare at the hem. Fabrication including wool, leather, and jacquard. The blush tone being carried through the middle of the collection connecting the beginning and end of the collection without over bearing it. All of the colors of the collection can also be found in the print on the sweatshirt.
Key Textiles
Why Digital Renaissance? The ZARA X Givenchy customer is looking for the newest, latest, and most exclusive trends and fashions. Since this is a one time only collaboration and with a limited inventory exclusivity is at the peak. Digital Renaissance is minimalistic but also appealing to someone who is looking for fashion staples in their wardrobe. It is a versatile collection that can be worn in several different ways and with several different garments. Keeping it pretty gender neutral through out, reaching both genders in a different and unique way. Through graphic and bold prints and the combination of monochromatic fabrics and easy silhouettes it is easy to wear and very fashion forward, yet minimalistic enough that it will last through several seasons – unlike many other collaborative collections, which sets us apart from our competitors. Digital Renaissance silhouettes can be worn on several different body shapes and are suitable for a broad majority of customers. Digital Renaissance is a collection made to last through trends so that our customers have something to value forever.
Bigger Picture Digital Renaissance appeals to a larger target market. This is because of the versatility of the designs. You can wear it with garments you already have, and with future trends. The designs are made to last through years and multiple trends. The simplicity of the silhouettes and the basic colors will be able to stand up against any trend. It’s also made to fit any woman, there is a piece in the collection for every body type. All the pieces relate to each other through a neutral color palette and through the shape of the bottom silhouettes, the high low hems, and layering. Carrying the blush tone pink through the collection subtly as the pop of color to break up the dark colors.
The Store When placing the merchandise into the store we wanted a key location with an attention catching display. Our collection will be featured on an attention catching display. Our collection will be featured on an art instillation in the front of the store. The shop-ability will be maximized since our space will be installed into the store attracting customers through high visual interest. The instillation will be a reflective mirror type material, with the fashion show playing on the outside and continu7ing into the inside of the instillation through smaller monitors installed on top of the merchandise. The storefront will be monitors that feature the fashion show of our new merchandise. We will mostly focus on nonproduct display elements with the use of projectors on our instillation and TV monitors including glitch effects. The instillation will be reflective with the show playing on the outside and continuing to the inside of the instillation on smaller monitors above the merchandise. We will incorporate both racks and folded merchandise on shelving units. Hangers will be custom to the pop up shop. The registers will be shared in the store, with one cash and wrap in the middle of the store. The lighting will be over head lighting – like it is through out the whole ZARA store.
Employee Regulations We will be using our very own ZARA employees to sell this exlusive new collection. There will be a training session held for a four hour shift the day before the collection drops to educate our employees on how to treat the high end customer. How to deliver quality customer service and also how to relay to the customer the quality of the garments, and how to justify the price on the higher ticket items. Education on garment construction and fabrication so that our employees know the garments in and out to be the most effiecent in answering any questions for customers.
Advertising Strategy and Public Relations
The direction of our advertising will be mostly through our own social media platforms and websites – including both ZARA and Givenchy individually. Our announcement of the launch will be via social media (Facebook, Twitter, Instagram) roughly two months away from the big collection release – about 3-4 weeks closer to the date of the release of the collection we will begin dropping teaser advertisements and campaigns on both the ZARA and Givenchy landing page, as well as a page on the websites explaining the collection with a few inspiration images so our customers can continue guessing on what is to come from this collection. About two weeks leading up to the launch we will begin posting pictures on our social media of full garments instead of teaser – cropped photos. In order to build up as much suspicion and anticipation as possible. We will not be using celebrity endorsements nor bloggers. We will promote via social media and magazine advertising closer to the launch of the collection. We will have a fashion film drop a week before the release of the collection on Youtube to show the movement and feeling of the collection and the garments. All of our advertisements will be along the lines of our inspiration, with glitched out pictures. Also staying the company aesthetics.
In the week of our collection launch we plan to show our garments to the public. Instead of a traditional fashion show, we will host our fashion show as a gallery viewing. To correlate with our inspiration of repurposed art we will host our show at a gallery and our models will be treated like statues, posing as guests walk around to look at garments instead of having them walking down runways. It makes the viewing more intimate since the model and guest are in a closer proximity than at a fashion show, also this way guests are able to study the garments instead of struggling to view them from a further distance at a traditional fashion show. After the gallery show there will be an after party where the press and media can host their interviews.
Thank You