FASM 311 FINAL PROJECT CHLOE MAGPAYO WINTER 2018 OSCAR BETANCUR
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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.
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INSPIRATION
BAR/LOUNGE
VISUAL SPACE DESIGN
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INSPIRATION
OUTDOOR RUNWAY
VISUAL SPACE DESIGN
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INSPIRATION
POP-UP STORE
VISUAL SPACE DESIGN
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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
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BRAND POSITIONING HIGH ACCESSIBILITY
HIGH PRICE
LOW PRICE
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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.
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TARGET MARKET
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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
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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.
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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.
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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.
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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.
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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.
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VISUAL SPACE DESIGN
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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.
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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
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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
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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
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FLOOR PLAN BAR / LOUNGE
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FLOOR PLAN OUTDOOR RUNWAY
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FLOOR PLAN POP UP STORE
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DRAFTS
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FINAL RENDER BAR / LOUNGE
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FINAL RENDER BAR / LOUNGE
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FINAL RENDER BAR / LOUNGE
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FINAL RENDER OUTDOOR RUNWAY
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FINAL RENDER OUTDOOR RUNWAY
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FINAL RENDER POP UP STORE
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FINAL RENDER POP UP STORE
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FINAL RENDER POP UP STORE
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BRANDING
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MOCK UPS
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APP
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OVERVIEW
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