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BIBA GIRLS ARE BACK
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8-9 Place 10-11 Marketing Mix 12-13 Brand Prisim 14-15 Brand Narrative 16-17 Brand History 18-19 Visual Identity 20-21 Defining the brand 24-25 Collabrative Partner 26-27 collabrative partner 28-29 shoot insporation 30-31 Consumer board 32-33 Oringal unedited images 34-35 Concept board 36-37 knowing the customer 38-39 past consumer 40-43 reaching the customer 44-45 colours of biba 46-47 biba girls are back 48-49 The new biba 50-53 concept 2 54-55 Shoot mock up
PRODUCT OFFER The products on offer will range from basic entry level items such as acyclic and wooden jewellery which will feature laser cut illustrations from BIBA’s heyday made into earring and necklaces. Screen printed and painted tote bags (which will be available to purchase as an alternative to paper bags for carrying products home in). And the newly designed BIBA garments at similar prices to brands like And Other Stories and Topshop, appealing to the younger working market. As the brand is being launched in a market different to the UK the brands that it’ll be competition with will be different a brand that also offers a 1960’s vibe is Hysteric Glamour (EnableJapan.com, 2017), they offer a biker chic/rock and roll feel there products therefore the more Mod and Boho style of BIBA’s clothes will be an option for people who don’t want to go down the Biker root of 60s fashion. Hysteric Glamour have prices for necklace’s that average at around 2,562 Yen (which averages at around £17) (Store.hystericglamour.jp, 2017), basic tops are around 11,664 Yen (£78.01) therefore, the prices for BIBA products will need to be competitive to this but also to the Uniqlo prices which although it doesn’t offer the same products as the BIBA store would it is one of the most popular shops in Japan and therefore would be a key competitor.
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The iconic BIBA logo has stood the test of time from its art deco style to the colours, this logo is something that will yet again become instantly recognisable. #BIBAGIRLSAREBACK
PLACE Department stores in Japan are a big part of their culture and although the new BIBA store wouldn’t have the scale of a department store it would aim to have the shopping experience of a larger store, the original Big BIBA was a tourist attraction, the end goal for the new BIBA would be to be as iconic and well visited as these department stores. Offering the same standard of packaging and presentation as these department stores, the stores open at the same time every day and the consumer is welcomed in by a flurry of staff who bow to the customer and make them feel special. (Japan-guide.com, 2017) BIBA’s vibe would be overall much more relaxed however to keep the Japanese consumer (who is used to this standard of treatment) staff will still be on hand to assist the customer and to make sure help can be offered whenever possible. The shoot images produced to help promote the new products on offer will be detail shots meaning that they can be used in any country reguardless of cultural differences.
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Marketing mix The price of the product needs to be competitive with brands like Uniqlo which is very popular in Japan however their ethos is very different to what BIBA would offer. Uniqlo is a more pared back and simple style whereas BIBA would be over the top this difference in style would attract different customers and even if a customer didn’t like the clothing in BIBA the overall experience of the store will draw people in and potentially influence them to buy a smaller product like an item of jewellery or a tote bag. The promotion of the product will be though a series of teaser still-life’s which identify the brands identity and slowly show the nature of the products that will be brought out later so that anticipation for the launch slowly builds up and when the store opens the consumer will want to know what the buzz is about and therefore be drawn into buying a product. As new products get produced more still-lifes will also be taken and added to the instagram.
Brand Prism
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Brand Narrative When BIBA first broke into the market it was a small postal boutique, the mail-order fashion business grew at an unprecedented rate during the 1960s and became more popular than other forms of retailing. (Hulanicki and Pel, n.d.) However the relaunch of the brand will take place in 2020, it will become more important than ever to draw customers into the store that would otherwise be drawn to making purchases though other channels (e.g online/ with mobile devices) : (Marketing Sciences, 2017). The new BIBA won’t have a large online store with only a small number of things available to purchase for example, a small selection of jewellery and some prints of the illustrations. These items allow people to get behind BIBA if they can’t make it to the first new store although this relaunch will be focused on the physical experience and an emphasis will be made to that effect, it will be extremely important that people are drawn into the store.
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Brand History
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Visual identity
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Defining the brand BIBA is already such an iconic brand the use of colour and illustration means that to look at something BIBA would be to recognise it right away therefore making sure art and culture are at the centre of the brand ethos is important. While relaunching the brand we want to collaborate with a popular artist from which ever country we launch in, to ensure that the customer recognises something about the brand even if they haven’t heard of it before. It’s also important that visiting the store is always a special experience and people remember elements of the visit and want to return again and again.
BIBA REBORN
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BIBA’S BACK
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Collabrative partner For the relaunch of BIBA it has been decided that a collaborative partner would be a good way of updating the market for the brand, Yayoi Kusama a well-known Japanese artist whose passion for circles and spheres is well known thought not only Japan but the world. Weaving together her and art the original BIBA art work would add an updated twist whilst keeping the essences of the brand the same iconic look of bright colours and bold patterns. Kusama has recently opened a 5-story museum of art in Tokyo which proves her popularity in the area and has also exhibited work though the world (having had exhibitions in London, Singapore and New York within the last year). Her “Infinity Mirrors� exhibition at The Smithsonian’s sculpture park helped draw in over 475,000 visitors which is the record number of visitors the museum has received in many years (Newsdesk.si.edu, 2017). An artist this popular would help increase the number of the people who would know about the relaunch with this collaboration therefore increasing the exposer of the brand and the likelihood that people will want to buy into the BIBA brand. Opening the potential consumer base from being just fans of vintage and 60s fashion and adding another element of customers who are passionate about illustration and art, as BIBA is a champion for not only good fashion but well-crafted and designed items that are like pieces of art in themselves. The store itself will also (like the original store) be like an art exhibition with VR displays of 1960s London and others which make the art around the building come alive, visiting the new BIBA will be an experience to remember in itself and hopefully draw in consumers from around Japan and as the hype builds the world
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Knowing the customer We want to make sure that everyone is interested in entering the store and picking up a product however, sticking to the original format of BIBA we want to make the young women of Japan (who often are put second class to men) feel like this is there place to be and therefore create a new generation of BIBA girl that is ready to take on life there on way. We also aim to introduce a new range of customer to vintage inspired fashion and accessories that will also open their world to the culture of the 60s and 70s.
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Reaching the customer In a world that’s obsessed with technology it’s hard to take a step back and really take in the world around you, the new BIBA store will be all about focusing on the physical experience and that will be enhanced by technology such as VR. Only a small range of products will be available online, which means people must make the effort to visit the store and feel the products, feel the atmosphere and feel the vibe that the store and the brand will give off and most importantly feel what the brand invokes in each individual person and in turn what the brand will begin to mean to them.
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The customers t shopped at BIBA to as BIBA girls, ing the brand ba restart this cult l of the BIBA girl sure the tribe is people want to b cool girl gang, a on feminism an
that once A were referred , when bringack we want to like following ls and make reborn and be a part of this a focus will be nd equal rights
Colours of BIBA
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BIBA girls are back The customers that once shopped at BIBA were referred to as BIBA girls, when bringing the brand back we want to restart this cult like following of the BIBA girls and make sure the tribe is reborn and people want to be a part of this cool girl gang, a focus will be on feminism and equal rights but also how to learn to love yourself for the people you are.
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