THE PARTY COLLECTION
Carmen Carbó Domènech InDesign Level 5 26.01.2017 Nicolas Godon Module Code: 5FAMK003C
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INDEX Sandro
The brand.........................................................................................................................4
Corporate Profile..............................................................................................................6
About The Designer..........................................................................................................7
Values...............................................................................................................................8
Market Position..............................................................................................................10
Current Situation............................................................................................................11
Communication Background..........................................................................................13
Communication Task
The Message...................................................................................................................14
Target Market.................................................................................................................15
Objectives.......................................................................................................................16
Inspiration......................................................................................................................18
Editorial Brief: The Party
Stylist............................................................................................................................ 20
Potographer.....................................................................................................................21
Model casting.................................................................................................................22
Make-Up and Hair..........................................................................................................23
Location..........................................................................................................................24
Editorial Preview............................................................................................................25
Lookbook....................................................................................................................................40 Minisite.......................................................................................................................................48 References..................................................................................................................................52 3
THE BRAND
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Corporate profile Sandro is a trendy-casual brand that was founded in Paris in 1984 by Evelyne Chetrite. The brand focuses on the masculine-feminine equation to define the Parisian look with pieces to be worn by urban women and man that seek for an effortless and discreet look. The french brand is sharpened under the words Sleek, Chic & Cool. This three words together with the minimalist inspirations and the mixing of styles conform Sandro’s original philosophy. The other ingredients that built Sandro’s success rely on creating easy to wear and practical well designed garments using high quality fabrics and a studied chromatic range.
Sleek, 6
Chic &
Cool
about The designer In Sandro’s women’s collection Evelyn Chetrite is the founder and artistic director of the line. To create every season collection, she takes inspirations of her childhood in Morocco of which she keeps the memory of the strong and vivid colors that contrast with the ochre earth of the villages and the simple and elegant white caftans worn by her mother. She also remembers the pile of shirts, impeccably crafted by her grandfather in his boutique located in Rabat. It was there where his passion for fashion was born. Chetrite during her teenage years, moved to Paris where she studied law and at the same time sharpened her fashion mind at weekends, working at vintage shops where she formed a circle of loyal buyers who loved her selections. When she met her future husband Didier Chetrite, was the decisive impulse to finally settle down as a stylist. The couple begins Sandro adventure in 1984 and the first boutique was opened in the heart of Le Marais. The success was immediate. Her vision of femininity is the basis for her designs; emphasizing on her favourite area of expression, the masculine-feminine equation, and sharing an indisputable Parisian elegance. Evelyne designs unambiguous clothes to worn by an urban girl who hones a discreet look, only to be all the more visible for it.
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values Passion
Innovation Entrepeneurs
creative thinking
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Global mindset Commitment
Elegance as an attitude
Respect 9
Market position Sandro is an accessible luxury brand that belongs to the french group SMCP which counts with two other paris-designed brands: Maje and Claudie Pierlot. The group business model mixes the codes of luxury and fast fashion with the aim to deliver the “accessible dream” to a global clientele.
A leading accessible luxury group Sandro operates in the global and fast-growing accessible luxury segment detecting fashion trends making them wearable by all women and men in their daily life, work and fun.
A business model blending the codes of luxury and fast fashion Besides this the company focuses on delivering high-quality products with a short and reactive cycle from design to production. Sandro is a global brand that controls carefully the different stages of their supply chain and they count with a vertically integrated distribution with a proven and globally scalable retail model. The different stores of the brand are in premium locations and want to stand out delivering a superior personal shopping experience under Sandro’s universe.
Paris-designed brands
Sandro Paris Sandro Paris Sandro Paris Sandro Paris San 10
Current situation In a few years, Sandro has positioned itself as one of the leading brands in the world of fashion and accessible luxury. The brand is present in 33 countries around the globe and has more than 524 points of sale with boutiques in New York, Hong Kong or Los Angeles. The french group is in full expansion with 58 new openings this year focusing on international cities, with 74% of openings taking place outside of France. Dubai, Melbourne and Korea are key fashion places where the company plans to expand its international store network. Another strategy the brand wants to improve is to reinforce the like-for-like growth investing on digital platforms to enhance their customers with a strong and active presence on social media and building the omni-channel services. As a result, online sales posted excellent results with sales up +104%. The brand wants also to boost men’s line by focusing on creating desirable and creative ready-towear collections emphasizing on accessories. At the beginning of this year the company continued to invest in its digital strategy with the launch of Sandro online stores in China, Spain and Germany. Overall the Group is performing well this second half of 2016, with a registered total growth of +12%, thereby continuing to gain market share. 11
luxury image and high-end communication 12
Communication background The communication of Sandro stays true to the brand image they want to transmit, elegant and sober with a twist. The company communicates the lifestyle of the brand through short videos of the campaigns and pictures that they post on different social media platforms such as YouTube, Instagram and their website. These three are the main channels that Sandro’s uses to interact with the consumers and their audience and show the different projects and collaborations that is doing. Their strategy is based on delivering a luxury image and a high-end communication. Sandro has the advertisement and communication targeted around the different channels and prefers to opt for less aggressive communication methods to advertise the brand. When we look at the images they post are brand/product orientated with a personalized communication, making use of photos of the designs and inspirational images rather than a massive communication through celebrities and widely known models. The brand has also done collaborations with brands such as Reebok or Superga and a capsule collection with the model Dree Hemingway.
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Communication task
The message Although Sandro counts with a consistent and well managed communication, the brand could improve in some aspects to squeeze their potential and go even further. After analyzing the whole content on their website (brand, product categories, product display, external information, etc) I found out that they need to update and renew their website more often. Once the brand has launched the seasonal collection they remain stuck to that catalogue of products so after two or three weeks the platform loses interest and is not a powerful tool. The brand loses the opportunity of giving to the consumer fresh content and other alternatives to impulse the traffic on the site, generate excitement and curiosity among their loyal customers and catch new audience. My recommendation for them is to create special categories and content such as campaigns, shootings, outfits and lookbooks for the holidays, festive days and important dates of the year to engage more with the audience. To develop this marketing strategy that I propose I choose to focus on the Christmas season that has just arrived and are interesting days to increase brand awareness and sales. Nowadays, in the fashion industry is all about customization, personalization and approaching directly the costumer, so the idea of creating an editorial and a posterior lookbook as a Christmas guide suits perfect to accomplish the objectives that I mentioned a few lines above.
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Cosmopolitan, Independent, Trendy
Target market Sandro’s main target market is directed to women with ages between their early 20s and their late 30s that search for elegant, classic clothes but at the same time trendy and sexy. Is a type of women that is interested in fashion and has knowledge about the latest trends so they want to dress with stylish and feminine well made clothes. Someone who likes to take care of the appearance and stay fit by going to the gym. This type of women is a young professional who has a good income working possibly in business or in the fashion field. They belong to the upper middle class or high class. Sandro women are cosmopolitan and independent, they live in big cities and enjoy spending time with their friends going to chic and trendy places. Are cultured women who read books and magazines such as Vogue or Elle to be aware of the fashion industry. 15
objectives The main objectives are to create a Christmas editorial and a gift guide with products of the brand. I chose to focus on the winter holidays because this period is perfect to orientate and inspire consumers on what to buy, for who already are buyers of the brand and at the same time to catch new audience. During these dates people buy presents and gifts and consumers seem to be turning to visual and social content to make their choices. For this reason is a good idea for the company to have a more sophisticated editorial with a festive touch in a special location making reference to these days. The campaign is called “The Party� and as I mentioned above makes reference to Christmas following Sandro’s image and essence but adding something ww to other campaigns. Regarding the gift guide, is a good way to showcase the products in a more creative and appealing way as a lookbook advising and influencing at this busy shopping time.
Christmas Campaign The Paerty Christmas Campaign The Party 16
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inspiration
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THE PARTY
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editorial brief
THE PARTY
For the editorial the idea is to recreate Christmas under Sandro’s universe. Is going to be a campaign that plays with a classic and relaxed environment with dim light where romantic and festive pieces appear such as elegant dresses in silky fabrics and bright touches. The principal elements in the pictures are the model and the garments that she is wearing that will be highlighted by the contrasts of light in the different scenes. In the editing of the images the use of effects such as blur or black and white are key to give to the pictures an oldish and vintage style.
Catherine Newell-Hanson
Stylist
Catherine Newell-Hanson is a stylist and fashion editor based in New York known for her works in V Magazine, Vogue or Dazed & Confused. She fits very well for this editorial as her previous works share a similar aesthetic to the one we want to achieve.
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photographer The photographer will be Guy Aroch, an Israeli American New York-based fashion photographer. He knows how to use the different tones and lights to create an evoke feeling together with a timeless quality.
Guy Aroch
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MOdel Casting The model chosen for this editorial is Martha Hunt. With her chameleonic, fresh and careless image and at the same time sexy and feminine fits very well with Sandro’s values. Although she is a more commercial model compared to the prototype the brand usually chooses, she will bring naturalness and credibility as she has enough experience and knows how to get into the role.
Martha Hunt
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Charlotte Willer
Halley Brisker
Make-up & hair Make-Up Artist: Charlotte Willer Hair Stylist: Halley Brisker The make-up is going to be in golden and rose tones very natural, building a feminine clean and healthy skin look. The eye will be slightly accentuated in black and dark colors to get a smokey eye. As it is a special editorial the make-up will differ a bit from the usual lookbooks of the brand. For the hairstyle the idea is to give a simple effortless look with the hair loose a bit messy and wavy. 23
locATION The editorial is going to take place in the interior of a house with big rooms and with traditional/ vintage furniture. The importance of shadows and the contrast between light and dark areas is crucial to highlight the garments and create a quiet and intimate atmosphere. In addition, is essential to give importance to the variety and richness of materials that are going to appear because they make reference to the Christmas days.
Traditional, romantic and intimate atmosphere 24
editorial preview
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Clothes: Sandro Paris Model: Martha Hunt Stylist: Catherine Newell-Hanson Make-Up and hair: Charlotte Willer and Halley Brisker Photographer: Guy Aroch
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Lookbook The idea for the lookbook is to focus the attention on the designs to give a closer look to the different materials, cuts, colors and shapes so the main elements of interest are the garments. This publication is going to be a special one as it is a lookbook for the winter holidays, so the background and some aspects may vary from the usual seasonal lookbooks which are with a white or grey background. The layout is going to be much simpler than the editorial but following the main lines and more illuminated to see clearer the garments. The items that are going to appear are going to be linked with the ones appearing in the Christmas editorial, so the idea is to create this lookbook as a gift guide to orientate and inspire consumers in their purchases. The lookbook is going to be available in the different shops of the brand in the last days of November just ready for the holiday season.
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The Paerty by Sandro The Party by Sandro The Party by Sandro 41
LOOK 1 Jacket 595€ Shirt 180 € Trouser 220 €
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LOOK 2 Sweater 170 € Trousers 150 €
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LOOK 3 Shirt 150 € Jacket 670 € Trousers 170 €
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LOOK 4 Dress 290 € Jacket 450 € Boots 190 €
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LOOK 5 Blouse 160 € Jeans 140 €
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LOOK 6 Coat 390 € Dress 190 €
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mini site The mini-site is going to be composed of four different pages where we will find 1. About: a short explanation of what is the brand history, creation and the main values and features. 2. The Party Campaign: this section is dedicated to show the latest campaign of the brand called “The Party� approaching the holiday season. 3. Behind The Scenes: A section that contains exclusive and non published images of the collection. 4.Gift Guide: A selection of clothes and accessories of the collection to inspire and attract customers. Link: https://sandrothepartycampaign.wordpress.com/home/ 48
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REFERENCES http://www.iammandilove.com/sandro-paris-autumn-winter-2013-lookbook/ http://www.vogue.it/sfilate/curiosita/2014/07/sandro-campagna-autunno-inverno-2014-2015#ad-image http://www.vogue.it/sfilate/curiosita/2014/07/sandro-campagna-autunno-inverno-2014-2015#ad-image http://visualoptimism.blogspot.com.es/2013/12/merry-christmas-sanna-valentina-and.html http://www.jameswrightphotography.com/martha-hunt-so-it-goes-bts/66e97okbzqrybcwmf9f8p1nt54vj87 http://www.fashionmenow.co.uk/2015/10/so-it-goes-issue-6/ http://articles.latimes.com/2014/mar/24/news/la-ar-sandro-and-the-new-french-contemporary-fashionwave-in-la-20140324 https://www.mrporter.com/journal/journal_issue49/8#1 http://www.smcp.com/en/brands/sandro/ http://us.sandro-paris.com/en/createur/creator.html http://www.moda.es/blog/sandro-cuando-lo-bello-es-sencillo/ https://vsmag.com/magazine/french-wave-sandro-paris/ http://www.independent.co.uk/life-style/fashion/features/french-fashions-entente-cordiale-7688850. html http://www.smcp.com/en/group/our-values/ https://www.instagram.com/sandroparis/ http://www.textrepublic.com/christmas-marketing-must-dos/ http://www.verticalresponse.com/blog/tips-to-creating-an-online-gift-guide-that-delivers-the-goods/ http://blog.thisisshowroom.com/how-to-successful-gift-guide-series/ http://blog.salsify.com/why-gift-guides-work-and-how-to-make-yours-a-success http://www.scmp.com/lifestyle/fashion-watches/article/1053839/sandro-offers-french-style-masses https://m038lonjoliclerc.wordpress.com/2015/05/17/assessment-2-customer-profile-competitors/ 52
http://catherinenewellhanson.com/tagged/editorial http://www.guyaroch.com http://www.jedroot.com/photographers/guy-aroch/portfolio-222/578fbbaa-6bf8-4795-bc70-4eaa0a771fd0 http://www.jedroot.com/makeup-artists/charlotte-willer/bio http://www.studiobrisker.com/about/ http://www.louis2paris.com/job/mango-lookbook-fall-2015/ http://www.fashiongonerogue.com/mica-arganaraz-rock-style-mango-fall-2015/ http://soitgoesmakingof.squarespace.com/journal/2015/8/27/bts-martha-hunt-x-guy-aroch http://www.jameswrightphotography.com/martha-hunt-so-it-goes-bts/66e97okbzqrybcwmf9f8p1nt54vj87 https://www.curalate.com/blog/4-ways-to-inspire-shoppers-with-holiday-gift-guides/ http://www.salsify.com/blog/why-gift-guides-work-and-how-to-make-yours-a-success http://www.verticalresponse.com/blog/tips-to-creating-an-online-gift-guide-that-delivers-the-goods/ http://blog.thisisshowroom.com/how-to-successful-gift-guide-series/
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