GOSHA RUBCHISNKIY X VANS
DANIELA GONSALVES
FASM 430- PROFESSIONAL PORTFOLIO PRACTICES PROFESSOR PATTI CAPPALLI TAYLOR
TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS •mission statement ................................................................ •WHY GOSHA?....................................................................................... •COMPANY OVERVIEW.......................................................................... •MARKET ANALYSIS............................................................................ •COMPETITION................................................................... •TARGET CUSTOMER...................................................................... •ASSORTMENT PLAN............................... •MARKETING STRATEGY ............................................................. •SOURCES...............................................................................................
4-5 6-7 8-9 10 11 12-15 16-17 18-21 22-23
MISSION STATEMENT MISSION STATEMENT MISSION STATEMENT
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I a m i n s p i r e d by e v e ry c o l l a b o r at i o n G o s h a R u b c h i n s k i y ’s h a s d o n e f o r Va n s. B u t I f e e l t h e y h av e n o t ta k e n a dva n tag e o f h i s u n i q u e c r e at i v i t y. T h e d e s i g n e r ’s d i s t i n c t ta k e o n s t r e e t w e a r h a s i n s p i r e d m e t o f u r t h e r t h e Va n s c o l l a b o r at i o n t o s h o w c a s e a s e r i e s o f l i m i t e d e d i t i o n s k at e b oa r d s a n d t- s h i r t s f o r w h i c h I will develop the collection and produce a short film.
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WHY WHY WHY WHY WHY GOSHA? He is a self taught photographer and designer who doesn’t focus on current trends because all he wants is to show his vision and make his thoughts a reality. For him, the most important thing is Moscow, Russia and the essence of the youth. I admire how he was able to create
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something out of the cross cultural chaos in his country and how his homage to the subculture has a familiar aesthetic to everyone which makes his collections nostalgic and relatable. Gosha doesn’t like to be labeled as a fashion designer since he doesn’t feel like one, for him it’s more like a game. This “game” turned into a business, which shows his genuine and sincere talent. His collections are a representation of the underground culture. He communicates experiences of his own adolescence through his creations, featuring references of the politics of his home country, also inspiring his garments on 1980’s fashions. His clothes create a political statement that is viewed to many people as controversial and rebellious.
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1966- Brothers Paul Van Doren and Jim Van Doren along with partners Gordon Lee and Serge Delia open for business at 704 E. Broadway in Anaheim, Calif. on March 16. The Van Doren Rubber Company is unique in that it manufactures shoes on premises and sells them directly to the public.
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COMPANY COMPANY OVERVIEW COMPANY “a company that breathes, runs and thrives on creativity. Vans,is the original action sports footwear company rooted in promoting youth, authenticity and individual style to our work culture and daily lifestyle. We give our employees the permission to drive toward creative self-expression in outlets such as art, music, action sports and street culture. Here at Vans, we take pride in empowering our individuals through our learning culture. We consistently train our employees in developing their career destination by providing the resources and tools necessary to stay up-to-date with the pace of our rapidly, growing company. “
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MARKET ANALYSIS MARKET ANALYSIS RKET ANALYSIS IN THE LAST 60 YEARS SKATEBOARDING WAS INVENTED, DIVED IN POPULARITY IN THE 1980’S, RISED AGAIN IN THE EARLY 90’S AND AFTER THE FIRST EVER X-GAMES IN 1995 IT’S ONLY BEEN GETTING MORE FOLLOWERS. Kids are understanding that you don’t have to become a surgeon or lawyer to make a living. Skateboarding has also surprisingly participated in fashion deserving its place between the crowds. Companies like Diamond Supply Co, Hurley, Vans, and RVCA all making millions off the skateboarding lifestyle.
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5m
15 m
COMPETITION COMPETITION COMPETITION American Leading designer and atheletic footwear, apparel, equipment and accessories of a variety of sports and fitness activities in the world. Since 2009 they’ve been offering the “sb janoski” which has gained popularity withing skaters.
47.9m
24m
German shoe, clothing and apparel company that also owns reebok and largest sportswear company in Europe. Collaborations with designers such as yohji yamamoto and kanye have introduced them into the high fashion market. 8.5m
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23.7m
founded in 1908, one of america’s most iconic footwear companies. Owened by nike since 2009 was one of the few producers of athletic shoe for over half a century.
3.9m
37.5m
TARGET CUSTOMER TARGET CUSTOMER TARGET CUSTOMER “Teenage skaterboy” name: RYAN age: 16 high school student LIVING: lives with his parents, born and raised in San francisco, california. LIKES: listening to his favorite underground bands, watching old-school skateboarding videos going to the movies/mall with his friends and skate boarding all around the city.
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“college skater” name: luca age: 23 job: student/ SALES ASSOCIATE income: $18,760 education: Currently majoring in graphic design with a photography minor AT OTIS COLLEGE OF ART AND DESIGN IN LOS ANGELES, CALIFORNIA LIVING: BORN IN BALTIMORE, MARYLAND LIVES IN THE COLLEGE DORMS LIKES: GOING ON MIDNIGHT SKATEBOARDING ADVENTURES WITH HIS FRIENDS, SKETCHING WHILE LISTENING TO HIS FAVORITE BANDS IN HIS SPARETIME AND DOCUMENTING EVERYTHING WITH HIS CAMARA
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“ONE OF THE BOYS” name: SOPHIA age: 22 JOB: student/BARTENDER INCOME: $ 21,550 EDUCATION: WRITTING AT OREGON STATE UNIVERSITY LIVING: WITH HER BOYFRIEND AND HIS BESTFRIEND IN A 2BEDROOM APARTMENT LIKES: TAKING HER DOG OUT ON LONG WALKS WHICH HELPS HER CLEAR HER MIND, BORROWING CLOTHES FROM HER BOYFRIEND, GOING “TREASURE” HUNTING IN THRIFTSTORES AND SLEEPING IN AFTER LONG NIGHTS AT WORK.
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“COOL DAD” name: SEBASTIAN. AKA “BASH” age: 33 JOB: MUSIC/TOUR PHOTOGRAPHER INCOME: $175,000 EDUCATION: b.f.a in photography at school of the art institute of chicago LIVING: resides in santa monica, california with his fiance and child but spends summers traveling on tour. LIKES: collecting souvenirs for his boy from every place he visits, watching the sundown at the beach with his family, strolling down the santa monica pier and, teaching his kid how to skate.
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ASSORTMENT PLAN ASSORTMENT PLAN ASSORTMENT PLAN
$ 114.00
$ 114.00
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$ 114.00
$ 36.00 s, m, l, xl
$ 28.00 s, m, l, xl
$ 28.00 s, m, l, xl
$ 28.00 s, m, l, xl
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STRATEGY STRATEGY MARKETING STRATEGY
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MARKETING WILL BE DONE AT PRE-LAUNCH (6 MONTHS BEFORE THE LAUNCH) SINCE THIS IS GOING TO BE SUCH AN EXCLUSIVE COLLECTION WE WANT TO MAKE SURE IT REACHES THE RIGHT COSTUMER. THE COLLECTION WILL BE ONLY OFFERED ONLINE WHICH IS WHY WE ARE FOCUSED IN ONLINE MARKETING. FACEBOOK, INSTAGRAM AND OUR WEBSITE WILL SHOWCASE A VARIATY OF SNAPSHOTS THAT wiLL PORTRAY CLOSEUPS OF THE COLLECTION’S DETAILS AND WE’LL RELEASE A PREVIEW OF THE SHORT FILM. JUST 3 MONTHS BEFORE THE LAUNCH we WIL FINALLY REALEASE THE COMPLETE SHORT FILM IN ALL SOCIAL MEDIA PLATFORMs
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WEBSITE
ARE YOU READY? FOR GOSHA RUBCHISNKIY VAULT COLLECTION
WATCH THE NEW GOSHA RUBCHISNKIY X VANS VAULT COLLECTION CAMPAING https://vimeo.com/168060444/3d4
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INSTAGRAM 6min
VANS
422,344 Likes VANS Preview: GoshaXvans Vault Collection Like
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6min
VANS
422,344 Likes VANS Preview: GoshaXvans Vault Collection Like
Comment
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6min
VANS
422,344 Likes VANS Preview: GoshaXvans Vault Collection Like
Comment
FILM
T E A M TEAM TEAM creative direction: Daniela gonsalves
cinematographer + film editor: -jordan anstatt
S O U R C E S SOURCES SOURCES
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http://www.businessoffashion.com/articles/bof-exclusive/comme-des-garcons-gosha-rubchinskiy-dover-street-market-london http://www.skateboardingmagazine.com/the-evolution-of-skateboarding-a-history-from-sidewalk-surfing-to-superstardom/ http://www.highsnobiety.com/2016/03/14/gosha-rubchinskiy-op-ed/ http://wwd.com/menswear-news/designer-luxury/gosha-rubchinskiy-russia-pitti-uomo-10395799/ http://www.nytimes.com/2007/07/16/sports/16iht-BOARDS.1.6673226.html http://www.vfc.com/brands/outdoor-action-sports/vans http://www.nytimes.com/2016/03/22/t-magazine/gosha-rubchinskiy-dover-street-market-london.html
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