danielle
p.
BA Fashion marketing and communication, Level 5, 2019-20 Module title: 5FAMK003C Visual and video techniques CWK1 Teacher Nicolas Godon
perryman
table of contentS
CORPORATE PROFILE MARKET POSITION CURRENT SITUATION COMMUNICATION BG COMMUNICATION TASK TARGET MARKET GOALS INSPIRATION STYLES TO AVOID EDITORIAL BRIEF
1. 2 3 4.
STYLING .MODELS AND MAKEUP .LOCATIONS PHOTOGRAPHERS
POST-SHOOT
1. 2. 3. 4.
PROCESS AND RETOUCHING PAGE LAYOUT CATALOG WEBSITE
In 1925, Adele and edouardo Fendi launched Fendi, an Italian luxury fashion house that ' started as a fur and leather specialized shop in via del plebiscite, Rome. In 1945, being 5 sisters from the second generation called: Paola, anna, franca, Carla and alda took the charge of the company and years later, in 1965 Karl Lagerfeld joined with the role of creative director for the women’s ready to wear collection.
R P E T A R O P R CO
E L I OF
M A R K E T P O S I T I O N The brand value of Fendi reached approximately 2.35 billion euros in the fourth quarter of 2018. However, according to data provided by Adwired, this represented a decrease compared to the previous quarter, when the value of the brand amounted to 2.5 billion euros. Despite reaching this impressive figure, Fendi does not appear in the ranking of the most valuable luxury brands worldwide, which is topped by Louis Vuitton Since 2001, Fendi became a multinational brand and a member of LVMH Group. The brand owes its international success to Karl Lagerfeld, who became creative director of the fashion house in the 1960’s and made it a worldwide sensation. After almost one century, the brand still manages to stay relevant and be one of the most influential in the luxury sector. The top 10 competitors in Fendi’s competitive set are Coach, Prada, Kate Spade, Tory Burch, Burberry, Cole Haan, Ralph Lauren, Michael Kors, Jack Rogers and Kate Spade & Company.
In 2019, Karl Lagerfeld passed away, leaving an emotional and physical gap for Fendi, since he was in charge of all the creative direction from all the collections and as well the fashion shows, with an impeccable work during all the seasons. The successor after this incident, comes with the promotion of Silvia venturini Fendi, granddaughter of the company’s founder, taking charge of all the menswear, children and accessories and also the creative director
cURRENT SITUATION Now, Fendi needs a new humanity, by this means that the brand needs a new approach to continuing having their so recognized worldwide success. As Karl had his recognizable style of working, the new creative director will have to find its own metrics and ways to make the brand follow her. This venturini chapter, is called the post-Lagerfeld era, where the good sense of humor that characterizes her, have the role to keep everything alive.
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endi’s communication tactics, during the last seasons, investigates the movements of the targets and demographics, targeting a young and audience, aged 1834. The brand communication, have driven to a maximum awareness and increase of sales indicating that consumers are investing in the brand.
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A very recent campaign, features the iconic “f is for Fendi� in New York. For this, they teamed with the company launchmetrics to create a database of the most top-tier influencers, developing a compelling storyline, with outstanding contend from video to photography. The chief communication officer at Fendi, Cristina Monfardini, unravels behind what was the inspiration behind the whole campaign and explained how the so-called influencer marketing was a key point to communicate the brand story and factors indicating the success of the campaign.
Communication Communication T A S K T A S K Behind a surface of well-bred manners and haute bourgeois reserve, Silvia Venturini Fendi hides an irreverent, free-spirited, almost disobedient flip side. A blasé flair for the subtly perverse shapes her sense of style, tinged with a nonconformist, unconventional streak. Now that she’s in charge at Fendi, this compelling dichotomy is in full creative view. Even if a similar energy was at play in Karl Lagerfeld’s oeuvre for the house, Venturini Fendi is bringing her own twist to the equation, smoothing the edges with a softer touch—more feminine and gentler but no less fabulous. Twists of perception are what make Fendi’s technical feats unique—and its approach to innovation so peculiar. The aristocratic Lolita’s’ frilly frocks were made not only from tulle as would be expected, but from nylon, inspired by the old-school, rather mumsy warp-knitted lingerie available at department stores in the ’60s. And what at first glance looked like corduroy on pantsuits and minidresses was actually shearling solcato, or suede, worked in a cool ribbed texture. (cardini, 2019)
Behind a surface of well-bred manners and haute bourgeois reserve, Silvia Venturini Fendi hides an irreverent, free-spirited, almost disobedient flip side. A blasé flair for the subtly perverse shapes her sense of style, tinged with a nonconformist, unconventional streak. Now that she’s in charge at Fendi, this compelling dichotomy is in full creative view. Even if a similar energy was at play in Karl Lagerfeld’s oeuvre for the house, Venturini Fendi is bringing her own twist to the equation, smoothing the edges with a softer touch—more feminine and gentler but no less fabulous. Twists of perception are what make Fendi’s technical feats unique—and its approach to innovation so peculiar. The aristocratic Lolita’s’ frilly frocks were made not only from tulle as would be expected, but from nylon, inspired by the old-school, rather mumsy warp-knitted lingerie available at department stores in the ’60s. And what at first glance looked like corduroy on pantsuits and minidresses was actually shearling solcato, or suede, worked in a cool ribbed texture. (cardini, 2019)
Target Market The marketing and communication plans for 2018/2019, were targeted to a new younger demographic, with ages from 18 to 34. They actually have grown an interest for the brand. Their platforms like Instagram, lacks of a specific age promotion, by this means is that the current target ranges from kids until adults. For this project, the aim is to target a more specified audience, by this means modern woman from 40 until 60 years and also the new generation of young women that rages from 20 until 30, that possessed a mature style with very fashionable approach, with an income level from medium to high and with a very social lifestyle
To create well defined targets that matches a specific social tribe or niche, in this case the minimal modern woman that is not afraid of dressing “out of age�. To hire a controversial photographer with the task of creating flashy im' ages that creates a defined aesthet' ic that consumers can easily analyze To mix two targets that creates a new type of consumer, allowing to continue the ageless approach in their social media platforms
GOALS
TOO CHILDISH COLOURS THAT ARE STYLES THAT CAN TOO NOISY AND LEAD TO A WRONG MESSY ELEMENTS INTERPRETATION STYLES TO AVOID OF THE PROJECT,
ARCHIVES FROM THE 60S, 70S AND 90S, FROM NEW YORK, TO UNDERSTAND HOW A MATURE AUDIENCE USED THE GARMENTS AND
DECODE THEM IN A WAY TO MAINTAIN THE STYLES AND CREATE NEW TRENDS
INSPIRATION
EDITORIAL BRIEF
styling To achieve the mix between Minimal
and modern, two stylists will be in
charge of selecting the garments that will suit each model, according
to their personal style, age and still be coherent with the brand.
Micaela
Erlanger
C
elebrity fashion stylist based in New York city and los An' geles. Recognized by her various work seen in red carpets and heading the pages of the trendiest magazines around the globe like vanity fair, vogue harper’s bazaar among others. Her style is Completely elegant, glamorous and clean, specialized in red carpets, editorials and advertising
ADE
SAMUEL
Also, a celebrity fashion stylist, with an impressive rise in the industry, named one of the 25 most powerful stylists in Hollywood 2019 (aderemi,2019) HER AESTHETICs is to built textures, layers and prints, helping to give a contemporary touch to this Fendi editorial
FOR THIS PROJECT, the models will be divided in two groups that will blend in together to bring an unexpected turn for the editorial.
First 2 women with elderly age and a timeless style and then 3 younger ones with the purpose of maintaining the brand current’s target on a sight.
This casting carefully curated by the agency img, with the aim for obtaining high profile figures, to create hype among the readers and fans.
models Makeup and hair The models will be in the hands of Pat McGrath as makeup artist, emphasizing in dynamic details for the eyes, including lines and shimmer as focus. The hairstylist will follow the recommendations of Vernon Francios
CARMEN DELL’OREFICE BEATRIX OST ADWOA ABOAH ZOE KRAVITS BELLA HADID
The photoshoot will take party in Soho, New York city, with the aim of transmitting the street' style scenario that characterizes the area for being one of the most fashion forward neighbourhoods with at' tributes like edgy, mod' ern and elegant with a touch of urban. The photoshoots will be in a street facing the traditional NYC buildings and the indoor one in a loft with an urban-chic touch
photographer Steven Meisel, born in New York will take the wheel for this work, An American photographer that obtained his recognition and demand from his work at Italian and American vogue. The industry considers him as one of the most flourishing fashion photographers. Famous also for his controversial layouts mixing politics and fashion. during this shooting, steve will be in charge of creating impactful images, that transmit feelings when displayed, also playing with his characteristic black and white aesthetic
post shoot
process and retouching the shooting will be divided in two, being these scenarios including retouches in black and white as well in colours by the retouching studio high end: indoor: a lot of natural light coming from outside, allowing to play with shadows and poses outdoors: portrait and full-length shots but always allowing the new york scenario to be visible
page layout
the layout will have a super minimal approach, allowing to play with the characters sizes and styles. this will include different sizes of the pictures and also rounded and squared frames
details matter.
E D I T O R I A L
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Photographer Steven meisel Models Zoe kravitz Beatrix ost Styling Micaela erlanger
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Photographer Steven meisel Hair Vernon Francois Models Adwoa Aboah Bella Hadid Carmen Dell Orefice Styling Ade Samuel
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THE PURPOSE
OF THIS MINI-SITE, IS TO PROVIDE OUR CLIENTS A WAY TO EXPERIENCE ALSO ONLINE ALL THE NEWS REFERING THE BRAND AND THE NEW COLLECTION, ALSO TO COLLECT SIGNIFICATIVE FEEDBACK .
b i b l i o g r a p h y Launchmetrics. (2020). Fendi | Launchmetrics. [online] Available at: https://www.launchmetrics.com/ customers/fendi. Statista. (2020). Brand value of Fendi 2018 | Statista. [online] Available at: https://www.statista. com/statistics/980677/brand-value-of-fendi/ [Accessed Jan. 2020]. Statista. (2017). Top 10 luxury brands worldwide 2019 | Statista. [online] Available at: https://www. statista.com/statistics/267948/brand-value-of-the-leading-10-most-valuable-luxury-brands-worldwide/ [Accessed Jan. 2020]. Highendbeautyretouching.com. (2020). High Fashion retouching services | Fashion photography retouching. [online] Available at: http://highendbeautyretouching.com/fashion-retouching [Accessed 2020]. The Business of Fashion. (2019). Steven Meisel is part of the BoF 500. [online] Available at: https://www.businessoffashion.com/community/people/steven-meisel [Accessed 27 Dec. 2019].
The Business of Fashion. (2019). A New Humanity at Fendi. [online] Available at: https://www.businessoffashion.com/articles/fashion-show-review/a-new-humanity-at-fendi [Accessed 22 Dec. 2019]. Vogue. (2019). Fendi Pre-Fall 2020 Fashion Show. [online] Available at: https://www.vogue.com/ fashion-shows/pre-fall-2020/fendi. Vogue. (n.d.). Fendi Spring 2020 Ready-to-Wear Fashion Show. [online] Available at: https://www. vogue.com/fashion-shows/spring-2020-ready-to-wear/fendi [Accessed Jan. 2020]. Photos: Salvatore Dragone / Gorunway.com
roma. 2020