& OTHER STORIES
Adobe InDesign submission Sara Beyler Ros BA Fashion Marketing and Communication, Level 5, 2017-2018 5FAMK003C Visual and video techniques CWK1 Nicolas Godon Word Count:
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B R A N D I N T R O DU C T IO N
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C ORPOR ATE PROFILE & Other Stories was created in
com website available.
2013 by the multinational group
Similar to their mother brand
Hennes & Mauritz AB, also
H&M, they make an effort with
known as H&M, and is direc-
an in-store recycling program,
ted towards women. They sell
which started out as only for
anything from clothes, shoes, ac-
their beauty packaging but has
cessories and beauty items. This
been extended also to clothes
brand offers products of higher
and textile in general.
quality than the usual high-street
They claim to have a product
brands like Zara, Pull & Bear
policy that can assure their cus-
and such, but their prices are
tomers of the high quality and
not much higher and can be ver y
safety of their products. This
similar depending on the pro-
product policy as well as their
duct, as their price range is quite
chemicals restriction is the same
vague.
as H&M’s.
Their
AOS (And Other Stories) have
stores
collaborated with different
are loca-
brands and artists through the
ted in 15
years, such as Toms, Rodarte,
countries,
Lykke Li and Clare Vivier.
adding up to 55 shops and 14 of those countries have their own stories.
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MA R K ET POSITION Since AOS is under the H&M group, the data cannot be found indivudally for the brand itself. Some of its competitors are others brands inside the H&M group itself since they all target young women with an interest in fashion and trends. The group is number 69 in the apparel and footwear retail industr y, and the sales as of may of 2017 were of $22.67 billion.
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CU R R E NT SIT UATION AOS has been going through a great period for a few years as it is seen as a ver y fresh brand with a lot of different material to offer. However, the brand awareness is not as high as its sister brands, and should be higher seeing the important group it comes from. The problem is that there has not been any huge campaign that has caught ever yone’s attention and that is what the brand is lacking, as well as the fact that people have a bad image regarding the prices, as they believe it is more expensive than H&M when in reality, the prices are more similar than it would look like.
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C OM M UN ICAT ION BAC KG ROU ND & Other Stories has a ver y sober image that we can obser ve in all of their past campaigns. Their communication background is not large since the brand is ver y young, but they have created some interesting campaigns through these years. The one that stands out the most is the Valentine´s Day 2015 campaign, which features a couple formed by two women. The picturing of the two is ver y tender and again, sober as the colours are mainly black and white.
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They have different campaigns involving different topics, such as transgender people in this campaign also from 2015.
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C OM M UN ICAT ION TASK The task that we are looking to
towards that kind of style. We
achieve through this new com-
do not attempt to change the
munication star is to give the
brand into another streetwear
brand a twist from the more
brand, but focusing on how we
classical look it has. Along with
can work with the content and
that, the stronger change is
the histor y it already has, while
going to be the gender, as we are
giving a fresh look to it, adding
going to focus exclusively in men
some edginess and overall chan-
for the editorial. AOS already
ging the look, while the clothes
has a more modern take to the
will not be drastically different
elegant woman clothing, but the
except for the fact that they will
fashion industr y is currently fo-
be worn by men.
cusing extremely on streetwear, and ever y brand is changing
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TA RG ET M ARK ET The target of this new project is radically different to the brand’s usual target because it is going to be directed to men only. AOS is usually directed towards women in their 20’s and middle aged women, but with this new strateg y, men, from young adults to middle aged people, since this gives the brand a younger look so teenagers can wear this clothing as well without feeling like it’s too serious. In addition to this, we want this campaign to be slightly feminine to get rid of the masculin stereotype men have and also to create a more unisex atmosphere overall.
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G OAL S The goals for this campaign are to create a new and fresher brand image. AOS has had similar communication campaigns throughout all the time they have existed, and it is now time to give something new to the public, something that they do not expect. We want to touch a different audience that has been reached up until now, both for gender and aesthetic reasons.
WHE R E TO LO OK FOR IN SPIR AT ION - Enfants Riches et DĂŠprimĂŠs - Fashion Week Streetstyle - Streetwear Market - i-D Magazine - Fucking Young - Off-White - Balenciaga - Fashion industr y influencers: Virgil Abloh, Luka Sabbat, Blondey Mccoy...
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W HAT NOT TO D O
- Ver y colourful clothes - Over whelming prints - Marni - Dolce & Gabbana - Gucci - Mainstream fashion bloggers (not streetwear, hypebeast neither as they are too branded)
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E DI TOR IAL BRIEF In order to achieve our desired
As for the actual shooting and
look and feel, we are going to
editorial, the aim is to have a
choose ver y carefully who we
ver y elegant look, with the ver y
are working with and how we are
special location, while also
presenting this to the public.
giving a careless view from the
We want to give a ver y different
model to the clothes themsel-
outlook than what we have done
ves.
until now without forgetting that AOS is elegant yet casual. That is why we have selected these models, as they have a ver y different look and each of them has a ver y noticeable personality.
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ST YL I ST - ST YL ISM LUKA SABBAT: Born in Paris in 1997 and grew up between there and New York. Comes from a family of fashionistas and is one of the most important fashion influencers for his personal style. He considers himself a creative person who works in a wide variety of things within the fashion and art industr y. He fits our campaign perfectly as he has a ver y elegant style
while being casual and wearing lots of streetwear statement pieces. The style we are aiming for is ver y similar to his personal style, we want each look to reflect personality and personal style combined with some streetwear fashion trends.
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MODE L CAST ING
SONNY HALL
PAUL KRASIN
These four males were incially casted as the models, but it was further decided that only Paul Krasin would be featuring in the editorial while the other three would be featured in other projects. Paul was the final choice because he has a ver y special look, he is ver y edg y and fits the editorial concept beautifully.
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MOISÉS CAMPELO
ADRIAN BIRTÁ
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M A K E -UP AN D HAIR For the make-up and hair of the editorial, it is going to be an extremely simple make-up as the aesthetic is ver y careless and we do not need to add any colour to their faces. We will go with the basics as foundation and concealer to create an even skintone that looks good in the pictures. As for the hair, we are going to keep the natural hair texture of our models and curl slightly to create a more free look.
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T H E SHO OT T I ME S CHEDU L E
10th January
14th January
20rd January
22th January
31th January
Models Casting
Location Scouting
Photo-shoot
Editing and putting everything together
Release of the campaign
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A RT DI R EC T ION THE LOCATION: The location
THE LOOK: The look and feel
we chose for the shooting of the
of the shooting is ver y elegant
editorial is the palace of Versai-
but also cool and edg y, with cold
lles, located close to Paris, and
lights
as it is such an important palace that receives a great amount of visitors per day, we will do the shooting in the early hours. We also had to ask for a permit that gives us some advantages.
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MODEL DIREC TION The model, Paul Krasin, is going to be por trayed in a misterious and serious way. No smiling in this shoot as it would kill the whole concept.
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PRO CE S SI NG & RETOU C HING For the editorial pictures we are only going to edit them through adding more contrast and make them slightly more saturated. We are also going to add a cooler undertone to make the pictures more blue toned instead or warmer. We will edit this with Photoshop as well as flaws that might ruin the pictures, but we want to keep them ver y straightfor ward and how the are originally since the colours are already incredible and just the result we were expecting. For the lookbook that we are going to see next, the editing will be the same but lighter as they are done with flash photography and they already have an edg y vibe to them. We will make them cooler with the blue undertone as well.
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LO OK B O OK
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W E BSITE http s : / / ot he rst re e t stor ie s . wordpre ss. c om /
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R E FERENC ES Bloglovin’. (2018). L’Enfant Riche (Fucking Young! Magazine). [online] Available at: https://www.bloglovin.com/blogs/fucking-young-magazine-2636046/lenfant-riche-5926184743 [Accessed 14 Dec. 2017]. ELLE. (2018). & Other Stories’ Newest Campaign Features Transgender Models. [online] Available at: http://www.elle.com/fashion/news/a29864/other-stories-launches-transgender-campaign/ [Accessed 9 Jan. 2018]. Forbes.com. (2018). Forbes Welcome. [online] Available at: https://www.forbes. com/companies/hm/ [Accessed 19 Nov. 2017]. GQ. (2018). Milan Fashion Week (Feb. 2017) - Streetstyle (Día 3). [online] Available at: http://www.revistagq.com/moda/moda-en-la-calle/galerias/milanfashion-week-feb-2017-streetstyle-dia-3/10513/image/739143 [Accessed 13 Jan. 2018]. Highsnobiety. (2018). IH NOM UH NIT Is All About High Renaissance Flair. [online] Available at: https://www.highsnobiety.com/p/ih-nom-uh-nit-fw18/#slide-3 [Accessed 19 Nov. 2017]. Highsnobiety. (2018). Instagram Influencers: Who Is The Biggest In Streetwear?. [online] Available at: https://www.highsnobiety.com/2017/08/21/instagram-influencers-streetwear-asap-rocky/ [Accessed 8 Dec. 2017]. HYPEBEAST. (2018). Enfants Riches Déprimés Unveils Its 2017 Spring/Summer Looks. [online] Available at: https://hypebeast.com/2016/10/enfants-riches-deprimes-ss17 [Accessed 20 Nov. 2017]. I-d. (2018). the next generation of street style. [online] Available at: https://i-d. vice.com/en_uk/article/mbejpx/the-next-generation-of-street-style [Accessed 15 Jan. 2018]. I-d. (2018). what happened to streetwear in 2017?. [online] Available at: https://i-d.vice.com/en_uk/article/ywn3qv/what-happened-to-streetwear-in-2017 [Accessed 17 Jan. 2018]. KALTBLUT Magazine. (2018). & Other Stories Valentines Day Campaign - #LoveStory. [online] Available at: http://www.kaltblut-magazine.com/other-stories-valentines-day-campaign-lovestory/ [Accessed 11 Jan. 2018]. Viktor Grandgeorg, G. (2018). m4 models management. [online] M4models.de. Available at: http://www.m4models.de/model/6901/imageid/74007 [Accessed 16 Dec. 2017]. Vogue. (2018). The Transgender Gaze in the New & Other Stories Camp ai g n . [on line] Av ai l abl e at : https://w w w. vogue. com/ar t i cle/and - ot her- stor i e s -t r ansgender-c amp aig n [Access e d 1 1 Jan . 2 0 1 8 ]. Vogue.co.u k . (2018). Par is Men’s St re et St y le. [on li ne] Avai l able at: http: // w w w.vogue.co.u k / ga l l er y/ p ar is - mens - st re et- st y le [Access e d 1 0 Jan . 2 0 1 8 ].
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