fasm 311 final process book

FASM 311 FINAL PROJECT CHLOE MAGPAYO WINTER 2018 OSCAR BETANCUR

P.S. I’M AN INTERACTIVE PDF, PLEASE CLICK ME!

PREV

NEXT

PROJECT RATIONALE A.P.C.’s FW 19/20 Collection Launch brings the concept of a garden party to another level. An outdoor catwalk surrounded by nature with luxurious lounges for the audience would be the main event. Other aspects of the event would be a popup store where attendees could purchase current and some of the future A.P.C pieces, and a bohemian bar / recreational area.

As a companion to the event, A.P.C will launch their brand new exclusive app with features such as in-app buying, lookbook previews, and the event gallery to name a few.

PREV

NEXT

INSPIRATION

BAR/LOUNGE

VISUAL SPACE DESIGN

PREV

NEXT

INSPIRATION

OUTDOOR RUNWAY

VISUAL SPACE DESIGN

PREV

NEXT

INSPIRATION

POP-UP STORE

VISUAL SPACE DESIGN

PREV

NEXT

BRAND ANALYSIS Atelier de Production et de Creation (APC) was Founded by Mr Jean Touitou in 1987 It was born from a reaction against the ostentatious fashion that was all the rage in Paris at the time.

A.P.C. quickly became renowned for its simple, well-tailored wardrobe staples, inspired by workwear and free from embellishment.

Stylish Pared-down Aesthetic

PREV

NEXT

BRAND POSITIONING HIGH ACCESSIBILITY

HIGH PRICE

LOW PRICE

PREV

LOW ACCESSIBILITY

A.P.C. has an interesting position in comparison to its competitors when looking at accessibility and price. With less than 100 stores worldwide, it can be said that A.P.C. has a low accessibility in comparison to brands like H&M and Zara, each with hundreds of locations worldwide. In regards to price, A.P.C. brands itself as luxury, with white t-shirts that are over $100. The complete opposite would be H&M where you could find the same type of shirt for less than $10 making it 90% less expensive than A.P.C.

NEXT

TARGET MARKET

PREV

INFLUENCERS

GO-GETTERS

Up to date on the latest trends

Future Oriented

Has a social media following

Focused and determined

Always present at trending events

Confident in their fashion choices

Values friendships and connections

Has a variety of interests

Constantly updates their wardrobes

Detail Oriented

NEXT

TARGET MARKET Kelsey, 26 Kelsey graduated from the University of California, Los Angeles with a degree in Communications. She currently lives in manhattan with her Frenchie, Blue.

She stays on top of trends while remaining true to her personal style.

Often seen in denim and isn’t afraid to wear denim on denim.

PREV

NEXT

TARGET MARKET James, 22 James is a model based in San Francisco. He travels constantly due to his job.

He enjoys taking photos of people on the street interacting with each other, pizza, and wine night.

His wardrobe staple is a white shirt.

PREV

NEXT

TARGET MARKET Marni, 21 Marni graduated from the London College of Fashion with a degree in Visual Communications. She currently lives in Los Angeles and is always busy doing something.

She has a strict color palette when it comes to her clothes and she reaches for neutral colors and basics.

PREV

NEXT

MARKETING STRATEGY Maximize User Generated Content

As the application has a social aspect , tying in users’ posts with the gallery portion of the app encourages them to interact more with the app and with each other. This also helps the brand filter through what their consumers like and the percentage of that in regards to sales.

Collaborate With Various Fields

Most invitees to both the application and the event are in the Fashion Industry. There are models, stylists, creative directors, etc.. This (both deliverables) allows for there to be a space wherein connections are made.

Exclusivity

The event is guest list only and that goes for the application as well. This adds an air of exclusivity to those that make the list. It then becomes something everyone wants.

PREV

NEXT

MARKETING MESSAGE Using different techniques and strategies, The APC F/W 19/20 event will be marketed in a simple and specific way.

The event is true to A.P.C’s aesthetic, cohesive

and minimal with warm accents.

PREV

NEXT

VISUAL SPACE DESIGN

PREV

NEXT

LOCATION ANALYSIS In Theme

The Glasshouse has the garden in a glass type of look that goes well with the theme for the event.

Interior

Interior has multiple levels making it multi-functional for the event.

It will allow for there to be specific activities per floor.

San Francisco

The Glasshouse is in an up and coming area of San Jose, San Francisco.This is close to the city and easily accessible by car.

A.P.C. also has a couple of locations in San Francisco.

PREV

NEXT

EVENT ANALYSIS BAR / LOUNGE

Grass & Plant Area

Plants are a recurring theme.

Bar

Area of the Bar counter, Bar stools, and Bartender.

Enclosed Areas

Lounges, hallway, and staircase.

Lounge

Luxurious white couches with warm accents.

Mid-Century Lighting and carpet flooring.

Doors or Windows

PREV

NEXT

EVENT ANALYSIS OUTDOOR RUNWAY

Grass & Plant Area

As this is outdoor, majority of the space should be covered in grass or on top of the grass

Catwalk

Rectangular catwalk.

Enclosed Areas

This is where the lounges will be placed.

Lounge

Luxurious white couches with warm accents.

Mid-Century Lighting and carpet flooring.

Doors

PREV

NEXT

EVENT ANALYSIS POP UP STORE

Grass & Plant Area

Plants are a recurring theme.

Clothing Racks

A.P.C’s Collections (Past, Present, and F/W 19/20)

Enclosed Areas

This is where the pop up store will be. It is divided into reception, new collection, and present collection.

Lounge

Luxurious white couches with warm accents.

Mid-Century Lighting and carpet flooring.

Doors

PREV

NEXT

FLOOR PLAN BAR / LOUNGE

PREV

NEXT

FLOOR PLAN OUTDOOR RUNWAY

PREV

NEXT

FLOOR PLAN POP UP STORE

PREV

NEXT

DRAFTS

PREV

NEXT

FINAL RENDER BAR / LOUNGE

PREV

NEXT

FINAL RENDER BAR / LOUNGE

PREV

NEXT

FINAL RENDER BAR / LOUNGE

PREV

NEXT

FINAL RENDER OUTDOOR RUNWAY

PREV

NEXT

FINAL RENDER OUTDOOR RUNWAY

PREV

NEXT

FINAL RENDER POP UP STORE

PREV

NEXT

FINAL RENDER POP UP STORE

PREV

NEXT

FINAL RENDER POP UP STORE

PREV

NEXT

BRANDING

PREV

NEXT

MOCK UPS

PREV

NEXT

APP

PREV

NEXT

OVERVIEW

MADE WITH ADOBE XD

PREV

NEXT

Click above for more of my work!

PREV