Efva Attling

EFVA ATTLING STOCKHOLM Fashion Communication

Fashion communication is a strategy tool for marketing activities and promotion, it includes subjects such as advertisement,merchandising and exhibitions. It is essential for fashion companies to create a sustainable communication strategy that represents the brand identity and the product value. A fashion communication strategy can be created or re-created by using the quality steps, the brand history, product value and the brand identity. In the following a fashion communication strategy has been developed for the Swedish jewelry brand Efva Attling Stockholm.

The designer Efva Attling Efva Attling is one of Sweden's most famous jewelry designer and the brand lunched it’s first collection in 1999. Evfa Attling Stockholm combines different elements to accomplish a creative work. The jewelry is in gold, silver, leather and precious stones. The extra dimension put into the jewelry is given by adding a lyric or expression. The characteristics of her design are clean and timeless Scandinavian designs that captures the story of life and love, and the designer calls this Beauty with a Thought.

Efva Attlings workshop is located at Horsgatan nr 44 in Stockholm. Under the latest years the company has grown rapidly and Efva Attling is today established in thirteen countries with six concepts stores, 150 retailers and an online store. The available collections are within the price range from €50 to €4000.

Brand expansion Efva Attling designs all type of jewelry accessories for men and woman. Her collections consists of watches,bracelets, necklaces, to rings, earrings and cufflinks. Within the brand there is also a special wedding collection and an additional collection with tie clips, belts, dog collars and leashes.

Woman's collection

Happy Tear Pedant

Twosome

Pencez de Moy

Human Leather Cuff

Rock my World

Divorced with child

Men’s collection

Time will come

Homo Sapiens

From treasure hunting to the red carpet From treasure hunting to the red carpet is a symbolism that describes the path from the first inspiration of the design to a finished and lunched product. The path is described in sex steps, Treasure hunting, BangBang, In to the Swedish woods , Building a dream, Sparkle of Grace and Red carpet.

Treasure Hunting The inspiration for the design comes through Treasure hunting. The designer finds her inspiration by traveling around the world. The latest collection was inspired by her trips to Paris and Cuba. Efva Attling means that the traveling is a search for treasure. For example what can you find in a fashion magazine from the Caribbean or in the architecture and nature. Can for example a bean be transformed in to a jewelry?

For the lyrics and words the designer takes inspiration from different meetings with people and from peoples life stories.

BangBang BangBang is the designers work in the studio in Stockholm where the first sketches of the design is created. The settings of the designs is than discussed and reformed together with a team of smiths.

During the designing process the designer try to see the client to understand who the product is suitable for.

In to the Swedish woods In to the Swedish woods is about the manufactory process and the jewelry pieces is made in Sjävsjö. The sketches and a prototype is presented to the smiths in Sjävsjö. The designer works together with the smiths under the manufacturing process. In Självsjö they will follow the same production steps as in Stockholm and the jewelry is made after the traditional craftsmanship.

Building a dream Building a dream is about getting a deeper understanding for the design and the potential user. Efva evaluates her design by speaking with different stylists around the world. The goal is to create a image of characters that would be suitable for the different designs. The other goal is to see how the jewelry can be styled. To identify a client the stylists often gives example of different celebrities to give an image of the perfect target. People that have been identified as potential clients is Scarlett Johansson, Hayden Panettiere, Iman and Sarah Jessica Parker.

Sparkle Grace Sparkle of grace is about the advertisement process and how to launch the new collections. The communication tools is mostly traditional advertisement where they feature one or two models with the jewelry. The ads shows a character that fits in to the image of a costumer that would use the product. Or it’s a image that the designer wants to communicate with the design.

Red Carpet The red carpet is a communication strategy to communicate the value of the designs. The latest event that was called Beauty with a Thought and it was created to drag attention to the production process and how it puts value to the product.

Attending to the event were Swedish designers, stylists, journalists and celebrities.

Target and user scenario Segment The segment is a younger or middle ages man or woman that values a little of an extra touch to their accessories.

For the user of Efva Attling’s jewelry it’s not just about wearing a decoration that makes you stylish and beautiful.

The wearer also wants to make a statement with the jewelry and inspire others with the message they are caring.

Scenario Holiday souvenir X and Y is visiting Sweden on their holiday and both of them wants to purchase a souvenir from Sweden that communicates something about their trip together. The two friends have been in Sweden many times and feel a close attachment to the country and therefore they want something that is particularly Swedish and that they can carry with them at all time.

Scenario Gift Y is a 22 year old woman that wants to buy a birthday gift for her childhood friend. It is important for Y that the gift express her friendship to the friend. The consumer knows her friend very well and is looking for a message that suit her. The goal with the gift is that the receiver will be able to have it with her every day and feel attached to the gift.

Efva Attling strength Product Image The products can be identified as iconographic since they easily can be recognized by it’s design and doesn't need a logo or a brand name to make it’s statement. The product will be identified by it’s unsymmetrical lines and it’s lyrics.

The image of the jewelry is that it communicate with the world around us. The extra value lays in that the lyrics that ads purpose and happiness to the once who use the product.

Quality steps The brand promise is that it always will be an extra dimension to the jewelry and that the design is more original compare to other jewelry brands. There is a unique thought behind every design and every production step.

The quality of the product lays in the in-house design from the first sketch to the manufacturing process that is made

by Evfa Attling in Sweden. All of the jewelry is made of 18 k gold and silver.

Key words

Swedish

Life experiences

Lyrics

Craftsmanships

Unique

Unsymmetrical lines

Treasure

Competitors

Rosato is an Italian brand and is known by it’s handmade product and it’s creativity in the design. In the jewelry collections they portrait items that we use in fashion and in life such as purses, shoes, animals, food and houses. The jewelry is made of gold, silver and precious stones and has a price rang between €50 to €2000 Pandora is a Danish company and known as a brand that delivers genuine and high quality jewelry to to a affordable price. The jewelry is manufactured in Thailand and made of silver, gold, precious and semi-precious stones. With pandora you can create your own jewelry direct on the web, My Pandora. The jewelry is designed by adding different charms to a charm bracelet. The price rang is between €50-2000.

DoDo is a Italian brand that is named after the extinct bird Dodo. The brand symbolizes the nature by having collections designed as animals. The jewelry have an extra value to it since it supports World Wide fund for nature.

With DoDo the client can customize their own bracelets and neckless by adding different charms directly on the DoDo website.

Price

Traditional

Progressive

New communication Strategy What: Workshop and Exhibition.

Where: Efva Attling concept store at Hornsgatan 44 Who: Tourists, Couples, Gifts, Mission: To communicate the basic value of the brand and the craftsmanship.

Put emphasize on every production step from the first inspiration to the finished product.

Draw the attention to the second value, that Efva Attlings jewelry is something personal that have a different value for every person.

The aim with the exhibition and the studio is to communicate the value behind every design and the design process.

Exhibition and the studio The exhibition will be created as a time line, where the visiter through images, videos and designs can follow the different products through the brands history. The exhibition will also demonstrate every step by showing sketches and unfinished product.

The client will be invited to the studio where the smiths works. The visiter will get in direct contact with the production process and the craftsmanship that is put in to every design.

Work Shop The Jewelry Workshop will be a full service custom jewelry area in the store, here it will be possible to customize a jewelry and add personal value to it. The jewelry will be develop with the designs of Efva Attling as a base. Visiting the workshop will be something different and special compare to visiting the regular store or other jewelry stores. In the workshop you can create a jewelry that no one else have, a jewelry that only you know the meaning of. The client need to visit the store to create the product, this to give a closer attachment between the product , the brand and the client. The fact that the customization only is available from the store, is to differentiate the brand from it’s competitors where the consumer can customized a product from home directly on the website. The purpose is also to put the brand in a higher segment then it’s competitor by making it more exclusive to create a customized product.

Workshop and Customization The customized design will be created together with the designer and with help of a computer. In the computer the client can use the sketches from the designer and ad his or hers own ideas. With the computer the client will be able to try different lyrics and words that he or she wants to ad to the jewelry. The computer makes it possible to view the lyrics and the design from every angle. In this way it will be possible to see the end result before the product is manufactured. This kind of customization unites the traditional craftsmanship of the band with some new technology.

The customization mainly lays in that the client can choose the material, the design type and ad it’s own text, lyrics and words with a personal font. Designing the product will be a journey for the client - like the journey from the treasure hunting to the red carpet.

Communication Network The main communication will be through fashion and traveling magazines that will receive a press release of the new communication strategy including a description of the exhibition and the new work shop . The other communication network will be through social media such as featuring movies from the workshop on Youtube and Facebook.

The press, designers, stylists and celebrities will be invited to the opening event and they will receive an invitation two month before the event.

A small group of selected journalists will be invited to try the new workshop.

Press Release

Where do you find your treasure Efva Attling Stockholm

This spring the Swedish jewelry designer Efva Attling introduces “Where do you find your treasure “. The first of February 2011 Efva Attling opens the new concept store at Hornsagatan 44 Stockholm. The new store will featuring a historical exhibition and a jewelry workshop. The new concept is the perfect opportunity to get an insight in the world of Swedish jewelry design.

Efva Attling has been a brand since 1999 and has always been known for the unique design and the craftsmanship. This is something that we are proud of and we celebrate it with an exhibition that puts focus on how a jewelry is created. From the treasure hunting to the red carpet. The exhibition will showcase videos,images and designs that together creates a time line over the production and the different collections We are also privilege to present our new workshop that gives our clients the opportunity to customize the product and ad their personal value and experience to the jewelry. We call this a new kind of luxury. Where you will feel exclusiveness, personalization and a emotional attachment to your product by adding your life story to it.

Efva Attling Stockholm AB Box 356 SE-851 05 Sundsvall Sweden Phone: + 46 60 17 27 49 Email: customerservice@efvaattling.com

Realization Name : Where do you find your treasure Exhibition and studio The exhibition and studio will be featuring under a defined period of 6 month to attract clients and to communicate the value of the brand.

The opening will be together with the launching of the new spring collection 2011 For the premier of the exhibition, press, designers ,stylists and celebrities will be invited Work shop The workshop opens at the same date as the exhibition The workshop will be a permanent part of the concept store and be open for every visiter To customize a jewelry a meeting with the designer has to be booked

What is communicated The product is a part of you and your luxury is that the jewelry is unique Your jewelry is something that you have created You will create a statement that you can carry in every day life.

It will define a part of who you are.

The production and how the brand puts time and value in to every client.

The craftsmanship and the quality The value of the manufactory process and the in-house production