Since 1851 Bally has been building a strong traditional heritage, a Swiss quality craftsmanship presented throughout all of their products and stores. It is time that Bally goes back to its roots, this time Bally hearts on a contemporary take on Swiss urbanism. Currently, Bally belongs to Shandong Ruyi. Shandong Ruyi is a Chinese textile and fabric company that owns various brands such as, Aquascutum, Gieves & Hawkes, French fashion powerhouse SMPC, Maje and Sandro. Which has contributed to its new focus on a younger style. Including more social media presence and overall youthful re-styling. Focusing on the new Bally collection, Bally introduces a Swiss Urban setting, reaching the chic contemporary Swiss lifestyle. Reached both through the collection as well as through the specific ambient presentation. Considering specific Swiss urban locations/scenes such as the city of Zßrich and Basel. Bally’s market position is currently focusing to aim at a new, younger market. Bally having such a strong heritage has focused mostly on loyal customers and their safe market, of customers within the age range of 40 and up. To an extend losing their potential within a strong millennial market, currently covered by other luxury brands who have focused on this specific age range. Bally’s following collection needs a strong focus on its young Swiss market. Both by staying and enhancing its current relevant style and by highlighting its Swiss involvement. It will focus on the urban Swiss lifestyle covering the present lifestyle millennials have in Switzerland.
Bally has a varied communication background. They have focused on a variety of styles and channels to communicate to their market. This includes a strong social media presence focusing on the different moods Bally wants to portray, by effective use of color, theme and general editorial/look book styles. They focus on color in a way that create a theme out of it. The SS19 is based on light pale pink, creating a cool and trendy mood for both the look book and the style. The message that this look book and editorial is presenting to the Bally brand is the theme and mood for the A/W 2020 Collection. Highlighting as mentioned within the “Urban Switzerland” page, that Bally is going back to its Swiss roots. This through Swiss youth and pop-culture. This will be set clear through the use of the “Urban Switzerland” tagline. This will not be the only factor setting the theme for the collection look book and editorial but also the strong use imagery. The collection will have a very specific theme set through the models, the photographer and the location. This all explained in further detail in the following pages. This allowing for Bally to strengthen its image as a Swiss brand. This collection will target the loyal Bally costumers yet also re-direct the brand to a younger market. Focusing and being inspired by Swiss millennials, for Swiss millennials. The target age will be between 20-35, for male costumers (13.3% of the Swiss population are male between the ages of 20-39), a profile of high income which in Switzerland is 49.8% of the total population. The target will also live in the top ten cantons with purchasing power, starting off with the canton of Zürich. Zurich being the all year round heart of fashion within Switzerland.
Since 1851 Bally has been building a strong traditional heritage, a Swiss quality craftsmanship presented throughout all of their products and stores. It is time that Bally goes back to its roots, this time Bally hearts on a contemporary take on Swiss urbanism. Focusing on the new Bally Collection A/W 2020, Bally introduces a Swiss Urban setting, reaching the chic contemporary Swiss lifestyle. Reached both through the collection as well as through the specific ambient presentation. Considering specific Swiss urban locations/scenes such as the city of ZĂźrich and Basel.
THE MODELS
The models will represent the visage of the youthful Swiss, including characteristics that make up the Swiss urban millennials; athletic, tall, diverse, healthy looking, and if possible models of Swiss upbringing, truly making it a Swiss image editorial. These models will have had experience with editorials shoots and have a strong profile within an urban environment. Both male and female will be shot, as the collection covers both genders.
& THE PHOTOGRAPHER
Tommy Ton, a street photographer from Toronto, Canada, who focuses on the latest fashion and design trends, would make him the most suitable to capture this Bally collection. His eye for street style will justly capture the urban essence that Bally is trying to depict through Swiss lifestyle and modernized culture.
THE EDITORIAL The editorial focuses on a minimalistic style, like the style of the overall book. The images are not to be distracted from and are the focal point of the editorial as well as the collection presented. The pictures are presented in a way in which one can clearly see what the collection aims at. While being a visual representation of the tagline and its meaning. The editorial is supported by all the factors mentioned previously. The photographer, the models, the looks and the location all make up this specific “Urban Switzerland” look come to life within the editorial. This editorial is a preview of the collection. It covers mostly the style of the photographs that would be used. Yet the location would be set either in Basel or Zürich Switzerland. These pictures capture the mood that the collection wants to communicate.
PREVIEW
Model - Edward Wilding Photographer - Mitchell McCormack Winter 2018/2019 DaMan
Model - Sam Way Photographer - Jonathan Pryce Winter 2018/2019 GarconJon
Model - Jason Andrews Photographer - Jonathan Pryce Winter 2018/2019 GarconJon
THE LOOKBOOK
Vita-Parcours Men’s Lamb Leather High Top Trainers in White Sale Price 325.00 €
Look 1 The minimalist Trainers in Dark Blue Clear Trousers Athleisure Long Sleeve Shirt
Look 2 The casual go to Trainers in White Dark Trousers Long Camel Coat Athleisure Hood
Look 3 The Long Man Trainers in Black Clear Trousers Long Dark Blue Coat Black Turtle Neck
THE LOOKBOOK The look book focuses on the garments of the collection, these in combined with the editorial would make the perfect representation of what the brand is trying to communicate through the A/W 2020 collection. The looks focus on casual wear, practical for the youth and also focus on athleisure. The looks as many Bally collections focus on a specific color palette. This color palette also seen through this book. A collection of neutral colors, with a pop of the signature Bally orange. These looks include looks from previous collections on other brands as well as actual Bally pieces.
THE MINISITE The minisite will contain 5 pages, all pages that focus on explaining and highlighting the collection editorial and look book. The first page is the home page covering significant information on the brand and what it is aiming to achieve.
The second page is Bally Inspiration, this part of the minisite covers images used within the book. As well as some images simply used as inspiration for the editorial.
THE MINISITE The third page covers the editorial preview examples. This part shows two of the pages covering the style of the pictures that will be used.
THE MINISITE The fourth page covers the preview of the lookbook with an example of two of the pages. It also contains the text which explains the set up and the justifications for it as it is important to have this when seeing the work.
THE MINISITE The following urls are for the minisite and the issuu cover of the book: https://urbanbally.wordpress.com/ https://issuu.com/carlota.raeschle/docs/urbanch
THE BIBLIOGRAPHY CHITRAKORN, K. (2019). Shandong Ruyi Buys Swiss Luxury Brand Bally. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/news-bites/shandong-ruyi-buys-swiss-luxury-brandbally [Accessed 9 Jan. 2019]. MCCORMACK, M. (2019). Edward Wilding Makes a Splash in Designer Looks for Da Man Style. [online] The Fashionisto. Available at: https:// www.thefashionisto.com/editorial/edward-wilding-2018-da-man-style/ [Accessed 8 Jan. 2019]. Vogue. (2019). Bally Spring 2018 Menswear Fashion Show. [online] Available at: https://www.vogue.com/fashion-shows/spring-2018-menswear/ bally/slideshow/collection#9 [Accessed 6 Jan. 2019]. pryce, j. (2019). Mr Sam Way, Musician | GarconJon. [online] Garconjon. com. Available at: https://garconjon.com/mr-sam-way-musician/ [Accessed 9 Jan. 2019].