Loewe InDesign (interactive) - Brais García Rivera

ADOBE INDESIGN SUBMISSION BRAIS GARCÍA RIVERA BA FASHION MARKETING & COMMUNICATION, LEVEL 5, 2017-2018 5FAMK003C VISUAL AND VIDEO TECHNIQUES CWK1 NICOLAS GODON WORD COUNT: 2502

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ANALYSIS 1.1 CORPORATE PROFILE...4 2.1 MARKET POSITION...6 3.1 CURRENT SITUATION...8 4.1 COMMUNICATION BACKGROUND...10 5.1 THE MESSAGE...12 6.1 TARGET MARKET...14 7.1 GOALS...16 8.1 WHERE TO LOOK FOR INSPIRATION...18 9.1 WHAT NOT TO DO...20

EDITORIAL 2.1 STYLIST...24 2.2 MODEL...26 2.3 HAIRSTYLE & MAKEUP...28 2.4 PREPARATION...34 The shoot 2.5 ART DIRECTION, MODEL DIRECTION PHO TOGRAPHER...46 Post shoot 2.6 PROCESSING, RETOUCHING & PAGE LAY OUT...48

3 LOOKBOOK...50 4 WEBSITE...

5. BIBLIOGRAPHY... . .

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CORPORATE PROFILE Loewe is a Spanish luxury fashion brand based in Madrid, dealing primarily with leather goods. The brand is mainly known for their iconic bags, both for men and women. Furthermore, they sell other luxury products including ready-to-wear clothes, accessories or home and lifestyle.

In this report, a capsule collection for women will be proposed. The main idea around it will be a more diverse, colourful and fun approach for this new collection; targeted to a younger generation.

This brand is part of the LVMH. It was founded in 1846 by a group of leather craftsmen and after, in 1876, Enrique Loewe Rossberg, a German craftsman, came to Madrid and joined the group.

In 1905, King Alfonso XIII gave the family company the title of Supplier of the Royal Household. Five years later, in 1910, Loewe inaugurated his first store in Barcelona. In 1923, Loewe began to open other stores in the capital. In 1934, Enrique Loewe Knappe takes over the company. These are years of expansion, with successive store openings, such as number 8 on the Gran Vía in Madrid, which is still in operation today with its traditional style.

In 1945 the designer Pérez de Rozas created models of bags in box calf, which soon became the signature classics of the firm. In 1963 the international expansion of Loewe began, opening a store in London.

In the 70’s, Loewe immerses into the fashionable prêt-à-porter feminine of own creation and designs his first handkerchiefs. That same year Vicente Vela creates the legendary anagram of Loewe. The first perfume of the brand would arrive in 1972, with the name of L de Loewe.

In October 2013, Jonathan Anderson is named Creative Director. Under his leadership, Loewe reinvents a heritage of 170 years of craftsmanship and innovation to drive it into the future.

The Loewe Foundation was created in 1988 as a private cultural foundation by Enrique Loewe Lynch promoting creativity and educational programs in the areas of poetry, dance, design and crafts, photography and architecture.

In 2002, recognized for its “altruistic character, its risky proposals and rigorous realisation of quality projects”, the Loewe Foundation receives the Gold Medal for Merit in Fine Arts, granted by the Government of Spain at the proposal of the Ministry of Culture. This award distinguishes the trajectories of people and entities related to culture (Wikipedia Editors, 2017) (Loewe Website Editors, 2017).

‘The minute your brand can be predicted, you’ve got a problem’ – JW Anderson (Morley, 2015).

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MARKET POSITION

As previously mentioned, Loewe is a luxury brand which sells super high-quality goods.

The main competitors of Loewe are brands including Saint Laurent, Versace, Givenchy, Balmain, Valentino, Chloé, Céline o Hermés.

Loewe has been a brand historically very associated with a high Spanish social class, with bourgeois, conservative and traditional overtones.

However, in recent years, and especially since the purchase of Loewe by the LVMH group, the house has been repositioning to attract a much younger market segment subject to renewal and trend, which represents “ the new luxury consumers “, among which would be the millennials.

Nowadays, not only women buy clothing, but more and more both men and children participate in the purchasing process, especially in urban centres, motivated by advertising and the proximity of points of sale. This is another area where Loewe is currently focusing its efforts to make the most of the clothing and accessories market for men. That is why, in emerging countries where a medium-high social class is beginning to consolidate, luxury has a greater consumerist push, since these demand products that differentiate them from the crowd and communicate their success. In this sense Loewe does not it is only directed towards people of “higher income”, but also middle class and aspirational that want to acquire a luxury product and consolidated prestige. In addition, it is important to highlight that Loewe is a brand that for most consumers distils elegance and aristocracy. Although this is a brand attribute that interests to keep for a certain type of client, Loewe also wants to address an audience that tends to dress casual due to the culture of leisure and combine garments based on totally new codes.

Loewe has very loyal customers, who value the store experience and who are advised without comparing with other brands. However, Loewe also wants to look towards a type of emerging customer that is less loyal, more demanding, less sensitive to personal store treatment and much more price sensitive. For the reasons mentioned above, both the consumer profile and the positioning of Loewe as a brand have been evolving and are still subject to change given the current conditions of the luxury market (Conde, 2016).

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CURRENT SITUATION

Spanish luxury house Loewe it’s been on every fashion-lover’s lips since creative director Jonathan Anderson took over in 2013.

With Jonathan at the helm he’s delivered a couple of amazing bags like the puzzle. With the globalisation of brands using the internet and social media, consumers are able to have a conversation they may otherwise not have had,” she says (Rocca, 2017).

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COMMUNICATION BACKGROUND

The house Loewe has wanted to rejuvenate its image in recent years to reach a younger and timeless audience.

The objective is to position the brand as a reference for modernity while maintaining its values of elegance, quality and luxury.

Loewe has also developed co-branding campaigns with celebrities such as the one with Monica and Penélope Cruz for the launch of the bag “Cross”. This collection was “created” by the Cruz sisters with the aim of boost the brand and sales. After the acquisition of Loewe by the LVMH group, it has become a global brand given its internationalisation and the opening of shops in Europe and the rest of the world.

In 2013, after the arrival of J.W. Anderson as Creative Director at Loewe, a redesign of the graphic identity of the firm. This action is integrated into the renovation plan of the firm towards a more modern image (Conde, 2016).

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THE MESSAGE

The new proposal for Loewe is to continue their idea of targeting a younger generation as their new customers. However, they are still too classic to be a leading brand for the millennial target. This means that a younger, more sensual approach, with a vintage touch will be implemented in the collection, which will include different types of dresses, skirts, shirts, jumpers, underwear, etc.

The communication focus is a retargeting strategy to reach new consumers, interested in art, music and femininity.

Furthermore, the proposal could work due to their already existing effort creating pieces (product/communication) for this new target.

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TARGET MARKET

The target audience will be millennial women, with a delicate touch and a sense of style. Femininity and sensuality could be key points for the minds of this consumers. They will look for the perfect combination between freshness and elegance.

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GOALS

Creating a collection where young women could feel connected, valued and comfortable.

This collection aims to raise awareness and link the selected target with Loewe, mostly seen as a super classic, not interesting and kind of dull for the younger generations (change people´s minds).

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WHERE TO LOOK FOR INSPIRATION

For this collection the inspiration will mainly come from the feminine human body, art, nature or music.

Brands like Miu Miu, Prada or Gucci are creating a great environment for a younger target to go and buy, as a result, those are things to take into consideration while developing the collection.

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WHAT NOT TO DO

There are some threats in terms of the creation of the collection.

Going back to the classic, leather designs, with the same models and styles will not help to achieve the expectations of creating a new community of younger customers.

The strategy will have to be well thought and developed before doing any move. Focus and choosing the right direction are the main keys to success.

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EDITO 22

ORIAL 23

STYLIST

Gary Armstrong The editorial will be styled by Gary Armstrong, a senior Fashion Editor at GQ Style UK. He has a great taste and style, and he is very influenced by the 70’s and 780’s vibes when styling.

For this collection, the styling is a combination between vintage, new trendy combinations.

The images are an aesthetic inspiration of what the editorial would look like using similar pieces to Dior, Prada or Miu Miu for the new Loewe collection.

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MODEL

Zendaya The only model appearing in this editorial, is the wellknown celebrity (singer and actress) Zendaya. She perfectly fits with the selected target and could feel related to her. This young lady was chosen due to her strong values, women empowerment and femininity.

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HAIRSTYLE & MAKE UP

Pat McGrath Pat McGrath is a British make-up artist. She has been called the most influential make-up artist in the world

by Vogue magazine and other medias.

For this editorial, Zendaya will wear a mixture of colours, without being flamboyant and keeping the natural feeling. She will transmit strength and delicacy at the same time, with a total possibility of freedom.

In terms of hair, she will have a super curly hair during the entire shooting (Wikipedia Editors, 2017).

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PREPARATION

Inside the preparations the location of the editorial will be listed. Traveling to Iceland with the team to take pictures between a countryside house and lupine fields.

The pictures will be taken during the morning, around 11 and best if the day is kind of cloudy so the light will be perfect for the pictures. This will give a peaceful vibe to the editorial idea.

If there is extra time, a tour around the island will be done to find new locations, enjoy the experience, etc.

The shooting will last a week in Iceland, then coming back to Spain for some days and finally travel to each ones’ place afterwards.

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THE SHOOT

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ART DIRECTION MODEL DIRECTION PHOTOGRAPHER

Petra Collins Petra Collins is a Canadian artist, photographer, fashion model and director. Her photography is noted for its ethereal, dreamlike nature and femininity. She is a resident photographer for Rookie magazine and a casting agent for Richard Kern. As a director, she has directed a series of short films, including music videos for Carly Rae Jepsen, Lil Yachty, and Selena Gomez. In 2016, Collins was chosen as a face of Gucci. She has been labeled an “it girl� by photographer and mentor Ryan McGinley and by Vanity Fair and The New Yorker magazines (Editors, 2017).

She will create a complete new atmosphere for the brand, a new aesthetic and new values. Her art direction will perfectly connect with the main new ideas the brand Loewe wants to apply.

She will guide Zendaya on her poses, moves and different key points to take the best pictures.

The indoor and outdoor polaroid pictures that the editorial will have, create a good environment for the spreading and developing of both ideas, communication and collection.

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THE POST SHOOT

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PROCESSING, RETOUCHING & PAGE LAYOUT

Every editorial picture will be taken with a polaroid camera or similar. Petra is going to find the best spots of the location, where to shoot, how, etc.

Different editing application will be used to finish the look and feel of every picture, giving them the fade style, grainy and mushy feeling that polaroid pictures have.

In terms of layout, earthy colours are used along the proposal to give that cosy feeling that the brand wants to achieve.

Paint, inspirational pictures, lights or art have been used to change the style, idea and concept of the brand. Small squares and lines have been used too, in order to transmit organisation and structure, but minimalism and simplicity at the same time.

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LOOKBOOK

The following lookbook shows the proposed collection for younger women which will be available in Loewe.

The art theme keeps on as remarkable as it was in the beginning.

The combination of these colours highlights the garments the models are wearing.

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WEBSITE

The purpose of this website is to interact with new consumer in a closer and easier way.

They will be able to listen and watch videos every week, so they will be able to discover new artists, musicians and more.

There will be also a kind of social media only for customers after you subscribe to the website Experience Loewe, where at the end you could also be able to win prices, discounts and much more.

LINK: https://experienceloewe.wordpress.com

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