adriana jastram
daniela gonsalves
sallie chamberlaine
marc jacobs carmela osorio
chapter one / PROFILE
company overview
/ company overview
marc jacobs MARC JACOBS INTERNATIONAL IS A RENOWN DESIGN HOUSE THAT CREATES MEN’S AND WOMEN’S APPAREL COLLECTIONS (UNDER THE MARC JACOBS COLLECTION AND A CHILDREN’S LINE UNDER THE LITTLE MARC LABEL, AS WELL AS FOOTWEAR, HANDBAGS, SUNGLASSES, TIMEPIECES, AND FRAGRANCES. THE COMPANY OPERATES MORE THAN 250 STORES INTERNATIONALLY AND SELLS THROUGH HIGH-END DEPARTMENT AND SPECIALTY RETAILERS. IT WAS FOUNDED BY MARC JACOBS AND BUSINESS PARTNER ROBERT DUFFY (PRESIDENT) IN THE 1980S. THE COMPANY IS PART OF THE STABLE OF BRANDS HELD BY FRENCH LUXURY FIRM LVMH, WHICH OWNS A 96%% STAKE.
CHAPTER ONE / PROFILE
/ DEMOGRAPHICS & PSYCOGRAPHICS
the targeted marc jacobs customer embodies confidence, style, and class while remaining relativly active and bold. Marc Jacobs appeals to a wide audience of both men and women, young and old due the brands urban streetwear take on luxury wear
chapter two / SUSTAINABLE DEVELOPMENT
OUR ENVIRONMENTAL COMMITMENT At Marc Jacobs International, innovation, creativity, excellence in craftsmanship, and careful consideration for how our work affects the natural environment are all integral to our products. The concept behind marc jacobs x homewear was to explore design using sustainable practces to produce a new sector for the brand in which they could base all stages of design and production around recylcing and renewing resources that we as consumers tend to waste. Using recylced dryer lint from clothing washed at home in mashines over an 8 week period, a new a full circle source of recycled material will be subsituted as filling. MARC JACOBS IN COLLABORATION is a tag line that the designer uses to partner with organizations and charities. marc jacobs international is envronmentally and culturally aware, serving many demographics. thus, the need for a modern limited edition in collaboration merchandise is highly marketable within the marc and wider community.
/ concept
chapter three / MARKETING
/ in store signage / digital webpage
this product will be limitedly sold in top selected mj boutiques and the l.A. and New York city bookmarc store. the launch of this product take place over the duration of spring 2016 season and will be sold in stores and online through prefall 2016 in august.
promotion and advertsing medias
marcjacobs
www.marcjacobs.com
in store mock-up
chapter three / MARKETING
/ direct mail
contemporary issues in fashion merchandising
fasm 400
donald levy
arc jacobs