brand manual
index
chapter 1, branding development
chapter 2, brand analysis
chapter 3, communication strategy
philosophy Our philosophy. We believe that sustainable initiatives are key for today’s consumer, we all need to be mindful of our global environment. Our genetic code, made in Italy. Our partners are mostly italians and their mix of qualities, talents, skills and attention to detail inspire us, they are still able to produce amything, in a unique and appreciable way, our code is deeply craft based. Innovations come to life via reimagined handwork techniques, unexpected materials and through repurposing existing resources in fresh ways. Social Impact. It is important for us to use fashion to create new opportunities, reimagine trade and train new generations, pointing out local and traditional techniques. We communicate on a daily basis with all our partners to build up our skill set and learn from each other. Despite the difficult business climate in which we exist, we believe in putting respect over greed and engaging people with dignity. Over time, we are creating a more sustainable system and showing that ethical production is possible. Our Sourcing. The sourcing of each collection is a mix of innovative eco solutions (organic, recycled, and upcycled fabric) and artisanal custom-made fabric developments and embellishments made in Italy. Sustainability. Sustainability is the crux of our values; a reason to exist that is both ethical and responsible. The majority of our collections are sourced from mills that minimize their impact on the environment, with organic, recyclable or biodegradable qualities but also with water conservation, usage of solar energy or less pesticides. This aids in having a less harmful impact on the planet. Being a sustainable-forward company means working with new and evolving materials, challenging traditional ideas but also investing in quality.
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vision We emancipate the concept of garments by adding it deeprer contents that are reflections on nowaday society. We design a sustainable, quality and provocative fashion not only in the strength of our behaviour but also in the boldness of our image.
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mission Our mission is to make garments talk about people and the world surrounding. We dress an emancipated, informed fashion that does not pass unnoticed. Our woman is aware clothing is a second skin of a social nature. We help women to make their voice heard in such a wide and varied system.
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branding development. building brand identity
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brand physique
WHITE
REFINED and STRONG
relationship
CAMEL
AWARE
reflection
BLACK
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PROVOCATIVE
personality
RED
DETAILS ATTENTION
culture
GREEN
self image
WHITE
AUDACE
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ENVIRONMENT
logo storyboard
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The new brand follows a contemporary line, fresh, clean but at the same time elegant, strong and recognizable. A new font “Regulator Nova, light� has been chosen from which to elaborate the new logo: a fairly simple and tall font, without graces in order to give a clean and modern image, but slightly rounded to give softness, fluidity and elegance. The accented E at the end of the logo becomes the hallmark of the brand logotype, a detachment, a suspension, a space that catches the eye and makes the brand recognizable. The deconstruction and, therefore, the construction of the accented E remains simple, almost architectural: from whose forms it takes inspiration.
Regulator Nova Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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s t o r y o f c r e a t i o n
CLOSER
T A L L E R
S T R A
I G H T
CLOSER
T A L L E R
S T R A
I G H T
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black #000000 C=0 M=0 Y=0 K=100 green #5d644f C= 60 M = 42 Y = 64 K = 35 red #ff000a C=0 M=100 Y=100 K=0 white #ffffff C=0 M=0 Y=0 K=0
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p o s i t i v e a n d n e g a t i v e 14
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o t h e r c o l o r v a r i a n t
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c o n s t u c t i o n a n d p r o d u c t i o n
dimension and proportion
virtual focus: inner area of interest The part of the composition that attracts the attention of the viewer resides at the center and is mainly captured by the white graphic space present in the last letter (E), peculiarity of the logo.
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area of respect: outer area of interest X
X
The area of respect of the logo is equivalent to the height (X) of the white graphic space present in the last letter E of the name FERRE. X
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X X
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d i m e n s i o n
positive
extra small
small
L: 31mm; A: 10mm;
L: 46mm; A: 15mm;
a n d p r o p o r t i o n
medium L: 65mm; A: 21mm;
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large L: 84mm; A: 27mm;
extra large L: 117mm; A: 37mm;
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d i m e n s i o n
negative
extra small
small
L: 31mm; A: 10mm;
L: 46mm; A: 15mm;
a n d p r o p o r t i o n
medium L: 65mm; A: 21mm;
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large L: 84mm; A: 27mm;
extra large L: 117mm; A: 37mm;
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a p p l i c a t i o n
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brand analysis a marketing process
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SWOT analysis
strengths • • • • •
The brand is sustainable, this is a unique marketing point and something not many brands are doing. The brand is already known, for this reason some important values are already present in the collective imagination, that are quality, creativity and made in Italy. The brand can count on interesting co-branding or collaboration with social engaged people, related to the ecosustainability. For the first new collection, Stefano Boeri, an italian architect, has been mandated as fashion designer to design the collection of the new Ferré. Use of recycled fabrics in an elegant and refined key. Customers will keep coming back due to the sustainability.
weaknesses • •
• •
The whole brand is Eco and animal friendly, this puts the price of the garments up because of the fabrics they are made of. Everyone knows the original brand Ferré and it could create comparisons with the new one, so people could remain linked to the old one. Different target with respect to the original Ferré. Negative perception of the recycled or recovery materials.
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opportunities • • • • •
Sustainability trend Co-branding and collaboration trend, particularly with social engaged personality. There is a wide opportunity to expand globally in order to promote the new atmospere of the brand and create a new world markets as well as meeting growing demand for the brand. Trend of personalization. Creating individual customer markets. This means offering specific collections for different occasions; weddings, haute couture, casual and going out. Using social media to promote the designer brand and any new collections being released.
threats • • • •
Having a sustainable brand is becoming a popular demand in the fashion industry, soon it may not be such a unique trait. People can be not really interested in the enviromental problems. There will be laws dictating the obligatioan to use sustainable fabrics. The brand must mantain a coherent fil rouge about ecological and social sustainability in all his action.
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competitors What makes a brand a competitors for Ferré depends mostly on how sustainable and qualitative they are. Reformation is a slightly more affordable sustainable fashion brand that has the same values and beliefs as Ferré Both are passionate about sustainability, giving them similar personalities and Unique Selling Proposition. H&M being a high-street brand means it is more affordable for consumers who cannot afford to shop the luxury sector. Although it is not solely sustainable, the brand has a sustainable range, H&M Conscious. However, it is a simplistic and basic compared to other engaged brands. The reason for this may be that it is much more expensive to buy fully sytainable materials and manufacture garments. Although, bringing sustainability to the high street and making it more affordable might make customers conscious about sustainability. This could affect Ferré’s brand consumers will go for the affordable option.
H&M conscious
Viktor &Rolf
Levi’s
Stella Jean
with Zalando Adidas
Vivienne Westwood
Stella McCartney Christopher Raeburn Reformation Edun
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ompetitors competitors competito
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H&M Conscious Exclusive The capsule collection features a range of exquisite, premium pieces that showcase the increasing possibilities of sustainable fashion with a focus on development and innovation. This collection includes dresses made in ECONYLÂŽ, a 100 per cent regenerated fibre made from fishnets and other nylon waste, and silver accessories crafted from scrap metal such as discarded candlesticks. You will also find garments, shoes and accessories made in TencelÂŽ, recycled polyester and organic linen.
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Adidas In order to address the problem of the plastic’s waste and build a more sustainable (and mutually beneficial) business plan, Adidas paired up with Parley for the Oceans to repurpose the millions of pounds of plastic currently polluting the world’s oceans. Instead of remaining waste, Adidas has found a smart way to use recycling to their (and the planet’s) benefit. NMD PARLEY IS A GLIMPSE OF THE FUTURE. MADE WITH PARLEY OCEAN PLASTIC™: UPCYCLED WASTE FROM BEACHES AND COASTAL COMMUNITIES THAT IS INTERCEPTED BEFORE IT REACHES THE OCEAN.
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Levi’s Levi Strauss & Co. has a long history of caring — both for the communities in which they work and live, and for the environment. They believe that making a mark in the world is about what you do, but also how you do it. Levi’s have made strong commitments to sustainable denim production, including significantly reducing their water use. By 2020, the Levi’s brand aims to make 80 percent of its products using Water<Less™ technique. Levi’s have set a 25% reduction target for greenhouse gas emissions by 2020 for its direct emissions and consumed electricity. They are also pioneer members of the Better Cotton Initiative.
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Christopher Ræburn it has established his eponymous brand with sustainable and intelligent fashion design for a global audience. The REMADE ethos in particular has pioneered the reworking of surplus fabrics and garments to create distinctive and functional pieces. The Christopher Ræburn REMADE philosophy has its origins in his fascination with military materials and utilitarian clothing. Established in 2010, Ræburn’s never-ending ‘archaeological’ discoveries led to his first full collection (AW10 PREPARE) using de-commissioned military stock to create limited edition outerwear for both men and women. From wool field jackets to nylon parachute canopies, each REMADE style is produced by meticulously deconstructing the original and reworking the materials into unique and ethical garments.
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Reformation Reformationâ&#x20AC;&#x2122;s design mission is to make effortless silhouettes that celebrate the feminine figure. The design process starts with the thinking about what people really want to wear right now. The brand sources the most beautiful and sustainable fabrics possible to bring those designs to life quickly.
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Stella Jean Stella Jeanâ&#x20AC;&#x2122;s expression of multicultural design is produced through the ITC, the Ethical Fashion Initiative, and in collaborating with the International Trade Center, a joint agency of the World Trade Organization and the United Nations. The Ethical Fashion Initiative focus is to create beautiful luxury handwork produced ethically by disadvantaged communities in Africa. The ITC programme generates work by creating an infrastructure where the luxury fashion industry can develop and produce products. It is about proper accountability, sustainability and environmentally sound production, they promote sustainable economic development and opportunity.
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Viktor&Rolf and Zalando it has established his eponymous brand with sustainable and intelligent fashion design for a global audience. The REMADE ethos in particular has pioneered the reworking of surplus fabrics and garments to create distinctive and functional pieces. The Christopher Ræburn REMADE philosophy has its origins in his fascination with military materials and utilitarian clothing. Established in 2010, Ræburn’s never-ending ‘archaeological’ discoveries led to his first full collection (AW10 PREPARE) using de-commissioned military stock to create limited edition outerwear for both men and women. From wool field jackets to nylon parachute canopies, each REMADE style is produced by meticulously deconstructing the original and reworking the materials into unique and ethical garments.
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Edun It is building long-term growth opportunities by working with artisans, manufacturers and community-based initiatives to develop high-end designer products that celebrate and challenge ethical and sustainable fashion. EDUNâ&#x20AC;&#x2122;s ready to wear and accessory collections are led by an internal creative collective based in New York. The collective works closely with different partners throughout the African continent and some international mills who are exploring new eco alternatives.
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Vivienne Westwood Fashion’s nonconformist queen, Dame Vivienne Westwood, is to hold back on business expansion to reconcile her fashion empire with her strong ecological beliefs and her concerns about mass production. She will concentrate instead on producing “quality not quantity” and continue to use her high-profile brand to put forward her political beliefs. Launching a photo-campaign to promote Greenpeace’s efforts to Save the Arctic, backed by George Clooney and singers Chris Martin and Paloma Faith, the designer said she wanted to concentrate on preserving and improving what her company already does, despite recent success in China and the US.
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Stella McCartney Stella McCartney was one of the first designers in the fashion business to embrace a sustainable attitude in her business model â&#x20AC;&#x201C; from the production to the final collections. The company is always looking for new ways to be more sustainable as it feels responsible for the resources it uses and the impact its activities have on the planet. This sense of responsibility and forward thinking is present when they design their collections, when they manufacture the clothes and even when they open new stores. All Stella McCartney stores, offices and studios in the UK are powered by wind energy and abroad, they use renewable energy to power their stores and offices not to mention that 45% of their operations are run on 100% renewable, green energy. Equally interesting, in Stella McCartneyâ&#x20AC;&#x2DC;s collections, they use as much organic cotton as possible and continue to do research to find new materials and new ecological processes.
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5P marketing mix
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product Strong unique selling proposition: luxury sustainable fashion. Consumers will buy from Ferré because of the perfect balance between ethics and style. Consumers buy to “help the world” through buying, good-quality, sustainable products. Ferré’s products are long-lasting and timeless.
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people Target market: The Ferré consumer lives in an Urban area. The demographics of a Ferré consumer would typically be a sophisticated, fashion-forward woman, between 25-50, who is willing to spend extra money for sustainable products. The consumer must be in some sort of agreement with the brands values. The customers can be described as innovators thinkers and belevers. They are successful, sophisticated and very active, also they take into consideration the world and national avents. They are very mature, responsible, knowledgable, conservative and very conventional people with established beliefs. Ferré’s consumers would tipically have a higher income in order to afford the highquality products and would also be aware of not only being fashionably aware, but also environmentally consciuous in making right decisions. Ferré’s products are modern and durable, meaning customers become loyal to the brand. When the consumer is purchasing products from Ferré, they desire the clothes to feel a part of a sustainable and engaged group. Consumers may also purchase these products for their self-esteem or values and beliefs. Buying the product might make the consumer feel better about themselves, especially if they agree with the brands ethical values.
power self-assured
ambitious
feminine culturated
protagonist elegance
business woman
indipendent
up to date strong eccentric
envirormentalist 44
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TARGET
price Strong unique selling proposition: luxury sustainable fashion. Consumers will buy from Ferré because of the perfect balance between ethics and style. Consumers buy to “help the world” through buying, good-quality, sustainable products. Ferré’s products are long-lasting and timeless.
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1389€ shirt
perfume
85€
bag
1985€ jacket
1557€ shoes
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place You can buy products via website as-well-as in shops. The store celebrates the spirit of the new Ferré; reflecting the brand’s modern approach to design, innovation and sustainable ethos. The new concept store has been thought with customised experiences at the core allowing customers new, unique and multi-sensory ways to engage with the World of Ferré. This store really tells the story of the World of the brand; incorporating sustainability, fashion and luxury.” The space is architecturally designed to constantly evolve and highlights not only the brand’s collections, but also provide a textured emotional experience into the retail environment. Amidst artistic, graphic and sound installations, customers will be able to engage with the brand in a new way. Staying true to the brand’s commitment to sustainability; every effort has been made to move away from traditional luxury materials, and to use more handmade, organic and sustainably sourced elements in the new store design in the same way that Ferré designers approach their designs. Personal and playful touches throughout the store encourage interaction with the brand, customers can see the #treecity project, the real experience of Ferré customers planting trees and telling their stories. The concept store is a space that will allow customers to further connect to the designer and the brand through various events, exhibitions and activations that will rotate constantly and will include exclusive and limited edition merchandise and items available for personalisation.
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promotion
online/e-commerce Social media reaches out to a range of different audiences. As most people have a smartphone, they are able to access her account to see upcoming collections. products can be bought from official website, campaigns can be found on there with links to all social media account. Consumers can keep up with what’s happening. The new way to buy online is through social media, especially with younger consumers. This way means that consumers are buying impulsively as well as socially, for example Ferré uses Instagram with a link to its website. If customers are browsing its Instagram, they are more than likely to visit the website too. Promoting trough social media broadcasts new shows and collection, again bringing in youger audiences who may take interest in the brand or brand values.
public relationship Ferré is a sustainable brand, portaying a positive image. The brand has an enormous heritage related to Gianfranco Ferré’s personality. People may be linked to the strong image of the architecture of fashion.
direct email Consumers can sign up for emails through official website which means they are updated on products, sales and campaigns etc.
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package/label Staying true to Ferré’s ongoing commitment to sustainability, the brand turns to a start-up developer and manufacturer, for their breakthrough bio-based, fully compostable flexible sustainable packaging solutions. The brand has committed to convert all industrial cast film packaging to plastic which is designed to break down into compost, a step towards a solution for the massive problem of plastic waste. Plastics used for packaging, both food and non-food, account for a staggering two-thirds of the world’s plastic waste. And it takes over hundreds of years for conventional plastic to breakdown. Out of the nearly 300 million tons of plastic produced every year, half is for single use. Therefore sustainability solutions and eco packaging remains a critical topic for brands as it looks to eliminate and reduce plastic waste in all forms within the value chain, as well as meeting industry guidelines for biodegradability and self-regulation commitments. As a vegetarian brand that never uses leather, fur, skins or feather in any products for both ethical and environmental reasons, Ferré has made a firm commitment to being a responsible and modern company. By working with this start-up, Ferré continues to turn this pledge of sustainability into solutions.
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advertising For the advertising campaigns SS 2019, FerrĂŠ marketing team has chosen threes cities where place their billboard: Milan, Paris and Shanghai, cities known for the fashion but also for the pollution. A report by the World Health Organisation has placed Milan just behind Turin and just before Naples as the three European cities with the worst levels of atmospheric pollution. The air pollution in Paris is so bad that visiting the city for a long weekend is equivalent to inhaling the smoke of two cigarettes those living in the city smoke the equivalent of 183 a year. Air pollution in China is not only a concern for expats in Beijing, it should also be a serious concern for expats in Shanghai. In January 2013 the air quality in Shanghai was the worst in its history. According to the Shanghai Daily, approximately 35 percent of days during the first three months of 2013 were considered slightly or very hazardous to health.
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catwalk For the fashion show, Ferré’s communication team have wanted to mix the two key elements of the brand’s relaunching collection in a right balance: sustainability and architecture. The image of sustainability is given by the green of the trees that surround the catwalk and enrich its atmosphere. In addition, the trees on the catwalk refer to the #treecity project, the initiative launched through the ss2019 collection, which provides for the planting of so many trees in the city as how many red tapes are in the outfits. The shape of the walkway recalls the ramification of a tree, and the lights intensify its attention. The city’s forestation is part of the design and conceptual philosophy of architect Stefano Boeri, with whom the Ferré brand has established a partnership to relaunch, through the SS 2019 collection, the Ferré brand.
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testimonial French actress Léa Seydoux was born in 1985 in Paris, France, to Valérie Schlumberger, a philanthropist, and Henri Seydoux, a businessman. Her grandfather, Jérôme Seydoux, is chairman of Pathé, and her father is a great-grandson of businessman and inventor Marcel Schlumberger. Her parents are both of mixed French and Alsatian German descent, with more distant Venezuelan (Spanish, Basque) roots on her father’s side. Léa began her acting career in French cinema, in 2013, Seydoux came to widespread attention when Seydoux and co-star Adèle Exarchopoulos, alongside director Abdellatif Kechiche, were awarded the Palme d’Or at the Cannes Film Festival, for their involvement in the critically acclaimed film Blue Is the Warmest Colour (Blue Is the Warmest Colour (2013)). As a special prize for their roles, Along with Jane Campion, Seydoux and Exarchopoulos are the only women to have ever won a Palme d’Or. That same year, she also received the Lumières Award for Best Actress for the film Grand Central and, in 2014, she was nominated for the BAFTA Rising Star Award and starred in the films Beauty and the Beast, The Grand Budapest Hotel and Saint Laurent. In 2015 she played Madeleine Swann in the 24th James Bond film Spectre. The young Léa Seydoux has a motto that accompanies her at every moment of her day, a phrase often repeated by her father: “Educating for me is to transmit my freedom, it is the most beautiful gift I can make you”. A small mantra that the beautiful Léa always repeats in moments of difficulty. The choice as a testimonial of the Ferré brand comes from the charm and attitude shown by the actress, in addition to the strong, determined and audacious character that perfectly reflects the Ferré woman.
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visual identity
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communication strategy. BREATHE campaign SS19
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