TOUS
CLARA
IED LEVEL 5
BA FASHION
ESPAÑA
MARKETING AND
RAMON
COMMUNICATION
1
CWK4
COMPUTER TOOLS
TOUS ANALYSIS
COLLECTION
CORPORATE
COMMUNICATION
PROFILE
TASK “THE MESSAGE”
BRIEF STYLING MODEL, MAKEUP
MARKET POSITION
EDITORIAL
TARGET MARKET
AND HAIR ART DIRECTION
CURRENT LOCATION,
SITATION OBJECTIVES
PAGE LAYOUT RETOUCHING
COMMUNICATION BACKGROUND
EDITORIAL
2
PREVIEW
LOOKBOOK
MINISITE
BRIEF
LOOKBOOK PREVIEW
3
REFERENCES
TOUS ANALYSIS
4
5
CORPORATE PROFILE
Tous is a respected and affordable luxury jewelry brand from Spain. The company came alive in 1920 thanks to the dream of a hardworking and entrepreneurial family, and a committed and dedicated team. The founders are Salvador Tous Blavi and his wife Teresa Ponsa Mas, who have pushed the company to be where it is today, with approximately 2.000 workers and 400 stores in 45 countries. For each country the brand has always adapted to the culture and preferences of the consumers. Tous is a brand that has managed to listen and earn the trust of their clients during all of these years, and still does.
Their excellent success comes also from their constant innovation, Tous creates in 30 jewelery collections and 30 handbag and accessories collections per year. Their product image is a bear, “el Oso de Tous� that came to live on 1985 and has represented the company through all of these years on many of their products.The brand combines stateof-the art technology with traditional craftsmanship, which is a part of their vocation and tradition. The company has had many recognizable faces as the image of Tous, among them; Jaydyn Michel, Blanca Suarez, Eugenia Martinez de lrujo, Kylie Minogue, Jennifer Lopez, Gwyneth Paltrow.
6
MARKET POSITION Inside of the jewelry market, Tous is positioned as an affordable luxury company, pioneer in the demystification of traditional jewelry. The company plays with the storytelling of the campaigns and the family tradition. For Storytelling Tous has the “Tender Stories” series, and has stories told and related to the collection; “ A Tender Story for Mother’s Day” done by Gwyneth Paltrow in which she quotes “I remember exactly what I was wearing when I achieved my greatest dream: to be a mom” and links the story to products to buy for Mother’s Day. For the family and tradition Tous is the best company to reflect this value and embraces the events to give a gift such as; wedding and anniversaries, communions, mother’s day, valentines and sant jordi, and christmas.
Within the jewelry market Tous has as competitors companies like Aristocrazy, Uno de 50, and Rabat Joyerias. -Aristocrazy stands for a new brand on a new market. It is the principal competitor of Tous in Barcelona and aims for a young target, distributes national. -Uno de 50 is a more affordable jewelry in the luxury market and has an innovative design, aims from a young to old target, and distributes national and international. -Rabat Joyerias is a higher priced jewelry brand, very luxurious and competes with Tous on their high-end products. Aims for an older target with a high income, distributes in Barcelona, Madrid and Valencia.
7
CURRENT SITUATION
The company is very famous, very demanded and has a great reputation, but their audience is getting older with the years and the younger upcoming generations (from 17 to 30) dont have the same appreciation for TOUS as the older section has since they have know it for longer time and many have grown has the company did. That is why the brand needs to approach a younger aduience and image.
Currently the four daughters of the founders of TOUS are the responsible for directing and managing the company. The company is doing very good on all of the countries they are at, and have a good reputation and value on their products, from handbags, to all of their jewelry.
8
COMMUNICATION BACKGROUND The company invest a lot of their effort on Communication and has always done it. From conventional to not conventional like their “Árbol de Navidad” which they do every year on different cities in Spain, and it consist on building an enormous christmas tree in the middle of the most busiest streets or plazas in these cities. Tous uses Celebrities and Fashion Icons as public relations and for publicity collaborations with prestigious magazines, social media, blogs, and different actions of street marketing.
- Onlie Tous uses Facebook, Twitter, YouTube, Flickr, Instagram and Bloggers all related with Tous jewelry mainly. - Offline Magazines like Harper’s Bazaar, Elle and Vogue, billboards, TV advertising, events with Harper’s Bazaar
9
COLLECTION
10
With this collection, the aim for the brand is to give the message of a younger image for TOUS, more trendy. Always keeping the importance of family and the traditions within it. What this collection would bring to the company is to open doors to the younger target, and embrace the importance and love of details like a jewelry piece.
THE MESSAGE
11
TARGET MARKET The target for this collection is the female younger sector in Spain, on a range of age from 16 to 35. The reason of this range of age is because the younger part of this section is not expected to afford the collection by themselves but from their parents as a gift or a nice detail, for the other part 25 and up would be the working sector who can afford extra things as jewelry or handbags, The lifestyle is based on social life, doing things as they don’t have a family of their own and can with friends and family, studying or working. spend the money on themselves. These are girls that like to dress well and are somewhat into fashion, care about their appearance, and are used to using accessories like light and simple jewelry on a daily basis. They are from a higher income sector of the society, used to jewelery and having an active lifestyle when it comes to meeting friends for coffee, lunch or dinners and going on vacations during the summer.
12
OBJECTIVES
- CREATE A LIFESTYLE THAT THE YOUNGER GENERATIONS CAN RELATE TO AND ASPIRE TO BE A PART OF. - BRING A YOUNGER IMAGE TO TOUS
13
EDITORIAL
14
BRIEF The name for the editorial for this collection will be “ Tous is Young”, and it will consist of 4 selective pictures with a simple look to them. In Spain, the younger culture’s image is very natural, with light makeup, natural hair and simple jewelry. This is what will be reflected on the pictures for the editorial, the main thing is to have a simple and natural collection for this section.
The makeup, hair and the model are the most important things here, since the photoshoot will take place at a studio, and the editing will be very simple; light retouches of the pictures to adjust light, and few imperfections. Keeping it as natural as possible the entire process.
STYLING
Marjolein Mos styling is amusing, her work adapts to every shoot and it’s needs. Marjolein is a great fit for this Editorial, her skills will bring the best out of TOUS.
15
MODEL, HAIR & MAKEUP MODEL BEHATI PRINSLOO is a Namibian model that become a Victoria’s Secret Angel in 2009. Behati has a fresh face and would be the perfect fit for the campaign, representing woman from 20 to 30. She is very natual looking and has a fan base from her work career and from her husband, Adam Levine the singer from Maroon5.
16
CHRISTIAN WOOD is best know for his “effortless” perfect looks that everyone desires to have on a daily basis, that is why Wood was the absolute best fit for the hairstyle on this collection’s editorial, pure natural image.
HAIR
17
MAKEUP
OZZY SALVATIERRA is a major makeup artist, know from his great works and ability to do both extreme looks or the best natural looks. Here are a few of his natural works. This pictures show how appropriate he is for this photoshoot and collection.
18
19
20
EDITORIAL PREVIEW
21
Jewelry by TOUS Blause by TCN
22
Jewelry by TOUS Dress by TCN Hat by TCN
23
Jewelry by TOUS Blause by TCN
24
Jewelry by TOUS Dress by TCN
25
LOOKBOOK
26
EARRINGS ARTICLE #:358CC5 MATERIAL: PRICE: 1,900€
27
NECKLACE ARTICLE #: 66MN3 MATERIAL: Gold PRICE: 2,500€
28
RING ARTICLE #: 86JC5 MATERIAL: Gold PRICE: 2,080€
29
MINI WEBSITE
30
The website is inspired by this collection and the persons who worked along. Because it is about getting a younger audience and targeting them, the website talks about the hair stylist, the makeup
artist, the models, among other things. The uses of Hashtags, and many pictures instead of a lot of text, is an adaptation to the target and it is trying to transmit what the project wanted.
https://tousisyounger.wordpress.com
31
REFERENCES
32
17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com. (2016). [online] Available at: http://17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com/wp-content/uploads/2015/04/for-love-and-lemons-festival.jpg [Accessed 25 May 2016]. 17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com. (2016). [online] Available at: http://17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com/wp-content/uploads/2015/04/for-love-and-lemons-jacquie-aiche-1.jpg [Accessed 25 May 2016]. 17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com. (2016). [online] Available at: http://17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com/wp-content/uploads/2015/04/for-love-and-lemons-jacquie-aiche-2.jpg [Accessed 25 May 2016]. 17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com. (2016). [online] Available at: http://17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com/wp-content/uploads/2015/04/for-love-and-lemons-jacquie-aiche-2.jpg [Accessed 25 May 2016]. 40.media.tumblr.com. (2016). [online] Available at: http://40.media.tumblr.com/5fc38b732753f77950e0f90f6c643a4f/tumblr_ny0ze8j2tQ1tiyxppo3_1280.jpg [Accessed 25 May 2016]. 41.media.tumblr.com. (2016). [online] Available at: http://41.media.tumblr.com/df7d3831efc9d06e90e97d4c707e8a71/tumblr_ny0ze8j2tQ1tiyxppo5_1280.jpg [Accessed 25 May 2016]. Anon, (2016). [online] Available at: http://www.pinnerandco.com/products/skull-pendant http://ecx.images-amazon. com/images/I/61Me-wmiV5L._UL1500_.jpg [Accessed 25 May 2016]. Anon, (2016). [online] Available at: http://cdn.tous.com/media/catalog/product/cache/thumbnail/512x512/9df78eab33525d08d6e5fb8d27136e95/C/5/C513635520.jpg [Accessed 25 May 2016]. Anon, (2016). [online] Available at: http://cdn.tous.com/media/catalog/product/cache/thumbnail/512x512/9df78eab33525d08d6e5fb8d27136e95/C/6/C612635530.jpg [Accessed 25 May 2016]. Anon, (2016). [online] Available at: http://cdn.tous.com/media/catalog/product/cache/thumbnail/512x512/9df78eab33525d08d6e5fb8d27136e95/C/6/C612635640.jpg [Accessed 25 May 2016]. Bernamamrem.com. (2016). [online] Available at: http://bernamamrem.com/photo/16912.jpg [Accessed 25 May 2016]. Blog.childofwild.com. (2016). [online] Available at: http://blog.childofwild.com/wp-content/uploads/2015/04/for-love-and-lemons-jacquie-aiche.jpeg [Accessed 25 May 2016]. Brand.tous.com. (2016). [online] Available at: http://brand.tous.com/microsites/springsummer2016/media/img/elements/ eva1.jpg [Accessed 25 May 2016]. Brand.tous.com. (2016). [online] Available at: http://brand.tous.com/microsites/springsummer2016/media/img/elements/ elisabeth1.jpg [Accessed 25 May 2016]. Catjuan.com. (2016). [online] Available at: http://www.catjuan.com/wp-content/uploads/2015/07/IMG_7598.jpg [Accessed 25 May 2016]. Cdn.tous.com. (2016). [online] Available at: http://cdn.tous.com/media/catalog/product/cache/image/9df78eab33525d08d6e5fb8d27136e95/5/9/595746000.jpg [Accessed 25 May 2016]. Cdn.tous.com. (2016). [online] Available at: http://cdn.tous.com/media/catalog/product/cache/thumbnail/9df78eab33525d08d6e5fb8d27136e95/C/5/C512795550.jpg [Accessed 25 May 2016]. Es.wikipedia.org. (2016). Tous (joyerĂa). [online] Available at: https://es.wikipedia.org/wiki/Tous_(joyer%C3%ADa) [Accessed 25 May 2016]. Hawtcelebs.com. (2016). [online] Available at: http://www.hawtcelebs.com/wp-content/uploads/2014/01/behati-prinsloo-victoria-s-secret-january-2014_38.jpg [Accessed 25 May 2016]. Hollywoodreporter.com. (2016). [online] Available at: http://www.hollywoodreporter.com/sites/default/files/2015/08/ bb_ozzy_salvatierra_makeup.jpg [Accessed 25 May 2016]. I.blogs.es. (2016). [online] Available at: http://i.blogs.es/4bf8e1/faces_pr_rgb/2560_3000.jpg [Accessed 25 May 2016]. I.blogs.es. (2016). [online] Available at: http://i.blogs.es/b63a28/034/2560_3000.jpg [Accessed 25 May 2016].
33
I.imgbox.com. (2016). [online] Available at: http://i.imgbox.com/RSP9kPWR.jpg [Accessed 25 May 2016]. Irasimonovdotcom.files.wordpress.com. (2016). [online] Available at: https://irasimonovdotcom.files.wordpress. com/2015/02/hm-ira-simonov-tous-emboss-watches-maria-barlin-tanya-fermon-couturistic-fashion-blog-d790d799d7a8d794-d7a1d799d79ed795d7a0d795d791-irasimonov-d791d79cd795d792-d7904.jpg?w=440&h=660 [Accessed 25 May 2016]. Kayneandabel.files.wordpress.com. (2016). [online] Available at: https://kayneandabel.files.wordpress.com/2015/07/crista-cober-by-miguel-reveriego-for-beauty-papers-magazine-summer-2015-1.jpg?w=1480 [Accessed 25 May 2016]. Kayneandabel.files.wordpress.com. (2016). [online] Available at: https://kayneandabel.files.wordpress.com/2015/07/crista-cober-by-miguel-reveriego-for-beauty-papers-magazine-summer-2015-1.jpg?w=1480 [Accessed 25 May 2016]. S-media-cache-ak0.pinimg.com. (2016). [online] Available at: https://s-media-cache-ak0.pinimg.com/736x/a2/94/4a/ a2944a618a7161760022e0a8f6d1a835.jpg [Accessed 25 May 2016].
S-media-cache-ak0.pinimg.com. (2016). [online] Available at: https://s-media-cache-ak0.pinimg. com/736x/85/29/f9/8529f92f0068e8710d6d46effc30ebde.jpg [Accessed 25 May 2016]. Tous1920.files.wordpress.com. (2016). [online] Available at: https://tous1920.files.wordpress. com/2010/06/tous_271.jpg [Accessed 25 May 2016]. Tous.com. (2016). Tous, Joyeros desde 1920. [online] Available at: http://www.tous.com/es-es/ [Accessed 25 May 2016]. Un-fashion.com. (2016). [online] Available at: http://un-fashion.com/wp-content/uploads/2016/05/ Behati-Prinsloo-by-Russell-James-for-Vogue-Thailand-April-2016-5-800x1201.jpg [Accessed 25 May 2016]. Un-fashion.com. (2016). [online] Available at: http://un-fashion.com/wp-content/uploads/2016/05/ Behati-Prinsloo-by-Russell-James-for-Vogue-Thailand-April-2016-5-800x1201.jpg [Accessed 25 May 2016]. Wmagazine.com. (2016). [online] Available at: http://www.wmagazine.com/wp-content/ uploads/2014/10/hannah-ware.jpg [Accessed 25 May 2016].
34
35
36