ADIDAS BY STELLA MCCARTNEY
Index Analysis & brief Editorial Lookbook Website
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Corporate information > Stella McCartney Stella Nina McCartney was born in London 1971 and is famous for her simple tailoring and her consideration approach to wearable clothes. As a dependable supporter of animal rights and a vegetarian, she’s not using any kind of leather or fur in her designs – she’s always searching for replaceable alternatives. Stella has a background as a creative director of the Parisian fashion house Chloe and in 2001, she joined the Gucci group and developed her own label as a global brand.
> The collaboration In 2004, the brand started a partnership within fashion and sportswear with Adidas. It is a collaboration to create high performance sportswear for women, who nowadays include running, gym, yoga, winter sport, cycling, tennis, swim and surf. The cloths are designed to be functional and all collections are following the same code of ethics as the brand Stella McCartney as part of “The better program” of Adidas. In 2010, Adidas, the official sportswear provider for the Great Britain Team and the Paralympics GB selected Stella McCartney as the creative director for the British team for the Olympic and Paralympic Games in London 2012. This was the first time a British team kit was designed by a fashion designer.
> Style The design of the collections are feminine with sleeks cuts and precise lines – the design that Stella is known and loved for. The collaboration is offering a unique merger of technical superiority and style for the true performance focused woman.
> Market Adidas has over 1000 stores worldwide where it’s possible to buy the collections of Stella McCartney. The collection can also be found online at net-a-porter, adidas.com and stellamccartney.com. 4
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Market Position
Current situation
The first Adidas-Stella collection was about the idea that workout clothes should be stylish and something the women not only were wearing to the gym or in classes, it should be possible to dress sporty even outside the training world. At its start this was very forward-thinking (mixing fashion with sport) but today many brands are fighting for a share of the marketplace of sport-chic. The Adidas-Stella collections are distinguished it selves from the completion. It puts the technical know-how of Adidas with a Stella-ish touch to be more fashionable.
“It’s workout wear with attitude, to make you feel stylish while you exercise, creating standout pieces that you can make your own“.
Her feminine tailoring and glove-like fit together with the technical aspects of Adidas gives the designs something special and different on the market. It`s a perfect mix where fashion meets sport in a nowadays quite big market with a high competition. The biggest competitors are definitely the two biggest brands within the sport field – Nike and Adidas. Reebok and Puma might also being seen as big competitors even though Adidas by Stella McCartney is the most expensive one.
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Stella McCartney with her feminine and elegant but sporty design is getting rougher and getting closer the sport field. It’s leaving the soft, calm, and cute promotion behind and taking the collaboration into a whole new level. It’s not about being beautiful – it will prove that beauty and strength goes hand in hand. The collaboration has an interest to enlarge their market and target and because of the trend that being fashionable when training they want to show a new side of the woman that workout. For the new collection, the focus will be on taking everything one step further, to show a rougher woman. The collection suggests that McCartney want people to get up, get out and bring out the athletic personality within them.
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Communication background Their campaign for each collection has always had the aim to show the women in actual movements to connect better with the audience. In their fashion show SS 2014 the audience find models engaged in strenuous workouts. Models were spinning, performing aerial yoga, water acrobatics and some jogging. The point of the activity which was the catwalk of the SS14 was to show the latest collection and show that this collection is perfect when practising sport. The aim was to inspire woman to get their sweat on. In their yearly campaigns the focus has also been to have women in movements but demonstate it in a fashionable way.
AW 2013
SS 2013
AW 2012
AW 2014
> Instagram They don’t have an own account where you can get updates about the collaboration. Some photos are posted on the accounts of Stella McCartney and Adidas.
> Facebook It’s the same here. There is no own fb page for Adidas by Stella McCartney. It’s integrated in the pages of the two brands.
> Webpage Adidas by Stella McCartney doesn’t have an own webpage, but the information about the collaboration is available at stellamccartney.com and you can find the pieces at adidas. com and on other multibrand shops online.
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Communication task This season Stella McCartney is taking the collaboration a step further and puts its focus on the strong and powerful woman. It’s about bringing out the beast in the beauty. The theme will be rough and dark to deliver the message of a beautiful woman in her strong moments with the power of focus. It’s not only about looking good when exercising – its about pushing yourself to your limits. The main goal is to change their way of communicate, we want to catch the real action in the training. We want to give people motivation and inspiration for training and a desire to put on the training clothes and go to the gym or the trail. The message should deliver a powerful and strong woman.
London Fashion Week SS 2014
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Target market > Target today The main target today is the woman who likes to dress fashionable when exercising and have money to spend. The collection is quite wide with different of styles that can be for women in different stages in life but its high price leads to that its more focus in the lifestyle of a woman in middle/high class. She like to go to the gym, look good, talk to people and care about her way of living.
Objectives The objectives of taking a new turn this season is to enlarge the target and help Adidas with their mission: ”To be the leading sport brand in the world. To accomplish this mission, the brand is comprised of two divisions that reflect two distinct market segments: Sport Performance and Sport Style. It will leave the “pretty”, “look nice and no sweat” when training and show a rougher side. We want the real. The main objective is to show that you can dress fashionable and beautiful even if you like hard training. It’s about deliver a message of power.
The communication of the brand are always showing women in movement, doing sport or standing in different pilates/yoga poses. It goes to the target that likes pilates, yoga or that think of training as soft and good looking. The collaboration can also be called eco fashion because of the statements and values the both parts have about the creating without hurting the planet. So they’re also reaching the women who care about green living.
> Target in the future They will not leave todays target but they will more or less change the way of communicating. The idea is to move forward in the sport field and reach out to more women in the training sector. The target will be extended by connect with more women that like fashion, want to support the “green life” and like to get sweaty.
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Inspiration The main goal is to give the audience a feeling of that they’re in a middle of a big game or close to score a personal best in some activity. It can be a competition, but it can also be on a normal training. You can feel the tensions in the atmosphere and see the strong bodylanguage that in a silent way tells you that they wont give up. It’s not about winning, its about giving it all.
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POWER STRENGTH FOCUS CONCENTRATION
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What not to do The aim is to go towards a rougher theme but it is important not to be similar with other sport brands. The collaboration has its own niche in the sport market and should not try to compete with Nike. Its important to focus on getting the right message through the pictures and not pictures where we’re seeing more posing, models that pretends to exercising than training. We don’t want the photos to look like other campaigns.
We don’t want to get towards crossfit. Don’t show this kind of strength
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KEY
- Not to stylish - Posture - not to ”fashionable”, unreal, fictional. - Be careful so the message not will be like the strong woman in crossfit
Two Nike campaigns. To stylish, pretty.
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Editorial brief The collection for F/W 2015 is representating the women with focus and that not are afraid to get sweaty. The surrounding will reflect a cold, hard training environment where we will see the real movements in different ways of training.
�THE POWER OF FOCUS�
It is important that the viewer will get the message of training and want to change clothing and go training directly. To create the right emotions it has to be movements and we must see the real actions. Its not about pretending to be sweaty, its time to GET SWEATY. The atmosphere is tense and the power of concentration has never been clearer.
Styling Hard environment will be combined with women dressed in feminine clothing, simple hair and natural makeup. The styling will be simple and natural and the main point is to get the feeling of power of the serious moment.
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Photo Carlos Serrao Model Adriana Lima Hair James Pecis Makeup Kay Montano Set designer Andy Hillman 19
Hair/ Makeup Sporty
The model
The look is going to be simple with a natural makeup and the hair in a ponytail.
We have to models that we find interesting for the editorial.
> Key hair
> Adriana Lima
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Brunette
- Ponytail -
Natural look, not to stylish
The Brazilian super model, well known as an angel of the Victoria Secret since 2000, could be a good face for the upcoming collection. Adriana is a woman that likes to stay fit, workout hard and her face and body language would be a perfect way to deliver the right message about the upcoming collection 2015.
> Key makeup
> Izabel Goulart
- Natural
Izabel Goulart, brazilian super model that did her first fashion show for Victoria Secret in 2005. She has a fit body and one of her big interest is to work out and she is known to be one of the sporty ones in VS. She has a strong expression and would also be a good model for the collection.
- Fresh -
Natural lip balm
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Bronze-peach blush
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Light application of mascara
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Photographer > Carlos Serrao Carlos Serrao is an American photographer and has photographed campaigns for Nike, Reebok, Puma, Adidas, Speedo, Lexus, Gap just to mention a few. His distinctive look goes from intense sport action to high fashion and he is great to catch the right movement.
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Scenery
Lookbook brief - inspiration
To get the right feeling of a serious moment, the photoshoot has to take place in a rough environment that can deliver the right message. The idea is to use some kind of training area, a boxing hall, gymnastic hall or at a gym, put not a regular one, we want something special. An inside gym with a lot of possibilities would be great. A running court, boxing area, gym, free weight – more or less a little bit of everything. The lightning should be subdued to get a more serious impression and the idea of that she is there, training alone with a strong mind and a will to give it all. We want the scenery to look real, a place where it’s normal to train. The environment should reflect the tensions in the air - the same we can find in a football match when we enter a stadium that feels that we can touch tensity the air.
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Lookbook brief
Lookbook
The lookbook will be printed in colour on white paper and will be assembled with black or white saddle stitches. It will come with a cd of the lookbook that uses interactivity and video to show the collection in the right way with real movements and spirits. The book and cd will come in a black box to give the viewer the sense of that this is something special and that the collection reflect the unique collaboration between Stella and Adidas. The lookbook and the boxes will be made of sustainable materials to reflect the boths responsibility in the environment.
ADIDAS BY STELLA MCCARTNEY FW 2015
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Lookbook fw 2015
Luna top Leggings
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nr 1234 nr 5678
Puffer jacket Black/grey tights
nr 8439 nr 2309
Hoodie nr 4329 Cross over back top nr 2349
Running jacket Cropped leggings
nr 8473 nr 4320
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Website The minisite will give the public an insight about the new collection and share whats going on within the collaboration. Follow the latest news, behind the scenes and have a look into the lookbook. An interactive lookbook will also be published to show the collection on women in movements.
https://adidasbystellamccartney.wordpress.com/ 30
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By: Emelie Andersson Final project computer tools II BA Fashion Marketing & Communication Level 5 Representation Techniques II CWK4, Nicolas Godon 19/12 2014