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Phase 2 R A N G E
D E V E L O P M E N T
Levi’s is h t r o f e first t audienc d e l g u r o a h t s e e h yt oration, w rget b a To identif l l o c y artne nds’ ta C a c r M b a o l l w e t St pare the m o c d n a discuss tively. c e p s e r e audienc
Target For the luxury brand Stella McCartney, it produces a range of products including womenswear, active-wear, perfumes, accessories, bags, shoes…etc. Since they set a relatively high price range for their high quality products, their target customers are usually women from the middle to high income groups. Women from the age group of 20-50 are responsible, fashion conscious, eco-friendly, knowledgeable, wanting to make statement, feminine and active. Their leisure activities include shopping, fitness training, reading, and traveling. Their monthly income are around £3000-£10000.
As for Levi’s, they have a wider range of target customers compared to Stella McCartney. They target both male and female from the age group of 15-50. They are mostly fashion conscious with the urge to express themselves. Since the brand set their price point at around £50 per a pair of jeans, their customers are usually from middle to high income groups. People who wear Levi’s usually read fashion related magazines and are active on social media as they enjoy expressing themselves through fashion. In their leisure time, they will shop at chain stores such as H&M, Topshop and Zara. Their monthly income are around £1000-£10000.
AUDIENCE For this Stella McCartney x Levi's collaboration
AGE: 20-50 women
knowledgeable
AGE: 20-50 women
ACTIVE & CONFIDENT passionate in fashion social media
£1000-£10000 MONTHLY
music, trends FASHION
Levi’s is one of the world’s most famous apparel brands that specialises in denim wear. They have department stores, retailers, outlets and online websites in over 110 countries and locations Levi’s aims to spread its four brand values including empathy, integrity, originality and courage. Since 1853, Levi’s has not only created the denim apparel,but has also been sustaining THE
2015). Even until now, Levi’s is still an influential fashion BRAND THAT MANY PEOPLE HAVE COMPLIMENTED ON. gary oneil,the former creative director for j.c. penny, said that “Levi’s has become a brand titan that scales across lifestyle, gender...this allows retailers to cast a broad net that captures a diverse customer base
(yOHN, 2015)." the main brand identity for levi's is the way its products give the audience a feeling of freedom, effortless chic and style. Levi’s has conducted a wide range of activities and collaborations that contributed to the enduring life cycle of the brand as the need of change, manipulation, creativity and innovation are vital to survive in the fashion industry.
BRAND
Denim trend, making the denim silhouettes a wardrobe essential for all seasons (yOHN,
On the other hand, Stella McCartney, a luxury lifestyle brand that leads thical fashion including anti-leather, anti-fur and eco-friendly fashion. The brand is fairly new compared to Levi’s, and it was found by Stella McCartney and the Kering group in 2001 (Kering Group). When you look at the products of Stella McCartney, you can immediately spot features such as high-quality,
IDENTITY
emininity, and strong yet subtle statements. Stella McCartney once said “I’m a woman designing for women, and there are so many layers to that. On the one hand, it brings an effortlessness but it also means that i think and overthink every detail, whether it’s physical or mental or even – in some sense – spiritual. I can debate for weeks whether a trouser should sit on the waist, or a centimeter below, or on the hip, whether it should have a zip or a button, because I find personally that a detail like that can have a massive impact on how I carry myself that day. If I wear a slouchy jean, that will affect my posture and my whole manner, What I’m projecting will be a reflection of that waistband, a detail you might not even notice” (Cartner-Morley, 2014).
"Everyone can do simple things to make a difference, and every little bit really does count."
stella mccartney
Spring/ Summer
2018
Denim is a trend that can be seen in every season. Denim shorts, denim jacket, jeans and many more are all wardrobe essentials. In this Spring/Summer 18 season, Levi’s and Stella McCartney will launch a range of denim themed silhouettes. Undoubtedly, Levi’s will be showcasing their denim collection, but in fact, Stella McCartney jeans are also very popular in the women’s fashion market.
d h n c e r r t ea s e r
DENIM
Unquestionably, denim has never been out of trend. This collaboration will be launched for Stella McCartney’s Spring Summer 2018 collection. In every summer, denim is a “must” item in every fashion addicts’ wardrobe. Although it is widely acknowledged that Levi’s denim garments are the wardrobe essentials, Stella McCartney denim items are also quite popular. Their patterned jeans, denim dresses and dungarees are well-liked by many young women. “In this SS18, we will continue the denim trend, but in addition to that, we will add in the potential ss18 fashion trends that predicted by the WGSN and WCF” (Cecil, 2017). In this collaboration, common denim will be transformed by prints of seascape, nautical illustrations and floral motifs that appear gently dissolved and diluted as watercolour (trendstop, 2017).
R O IT H T PE RC M EA O C ES R
LUXURY
As a result of the huge demand of denim products and jeans, there are uncountable number of brands that provide various kind of denim goods. In this collaboration, denim will be the core fabric and item that we use. According to Phillip Kotler, an American marketing author, Levi’s has several main competitors like Calvin Klein, Gap, and Tommy Hilfiger (Kotler, 1983). These brands produce medium to high quality denim products, but they do not specialize in them like Levi’s. As a result, in the Levi’s side, there is a smaller number of competitors. For luxury brands like Stella, they also provide high quality denim products at similar price, consumers may have different alternatives than to choose the Levi’s x Stella McCartney merchandise. To conclude, the potential competitors will mostly be luxury brands like Balenciaga, Gucci, Alexander McQueen and Balmain.
BRANDS
MARKETING COMMUNICATION P L A N
Since both brands do not take a strong and open marketing communication, this essay will, therefore, discuss the soft strategies that will be employed to promote the brand new partnership. Although both Stella McCartney and Levi’s seldom advertise through media, they still want to increase publicity. Therefore, online promotion and advertising will be placed a month before the launch of the collaboration. As the internet is the most influential media nowadays, interviews with both Stella McCartney and Jonathan Cheung, Levi’s head of design, will be arranged with various online publications, such as Highsnobiety and Refinery 29, also magazines like Vogue and Harper's Bazaar. These websites are very popular amongst devoted followers of fashion launders and heated trends.
W E I V R E T IN
Normally, luxury brands like Stella McCartney do not do sales promotions in order to maintain their brand reputation and prestige. However, since we have considered the nature of both Stella McCartney and Levi’s, we have decided to use this promotion in order to reduce the harm to the environment. Since one of the main goals for this collection is to be eco-friendly and to raise awareness on reducing waste and pollution in the fashion industry.
SALES PROMOTION
T N E V E G N I H C N U For the launching event, we will invite female fashion LA bloggers to join in order to give this collection an extra
exposure. To echo the theme of this collaboration, we will carefully pick female fashion bloggers or YouTubers who are conscious about the fashion industry and the environmental damages brought along by this industry. We hope that they can contribute to promoting this issue and encourage more people to be fashion-conscious.
visual merchandising The silhouettes of this collaboration will be available online on both Stella McCartney’s and Levi’s official website, department stores including Selfridges and Harrods, as well as online luxury stores such as Ssense and Farfetch. In addition, those items will also be available in all Stella McCartney stores, but only available in Levi’s stores in London. The in-store visual merchandising design will be set up according to the themes of eco-fashion, denim, animals and florals. The in-store visual window design is as follows: