I, Emily Freund, certify that this is an original piece of work. I have acknowledged all sources and citations. No section of this submission has been plagiarised
(Evisu, 2021l)
This marketing plan is presented for Selfridges & Co, which is known for its brand collaborations and intricate installations. This document shows how Evisu and Selfridges would collaborate to create an omni channel experience for customers. Evisu establishes itself in the market as a pioneering, premium denim brand with collaborations across a multitude of industries. The current business culture of fashion sees a shift towards a more technologically innovative and customer-centric shopping experience. Evisu x Selfridges & Co uses technology like digital customization and a virtual try-on for the benefit of consumers.
» A press release briefs the public about Evisu as a brand, why this collaboration will be advantageous for both companies, and the innovative features of this collaboration with Selfridges.
» Firstly, this plan communicates how the collaboration will look like on Selfridge’s website, on their Instagram, and in their store. The point-of-sale materials in store, like the window and in-store displays, clothing tags, and shopping bags create a personalized customer experience. The Selfridges installation features AR technology with the digital Bespoke Lab and a virtual try-on.
» Secondly, the collaboration can be seen on EVISU’s website and Instagram page. QR Codes are used throughout the physical and digital media content for an omni channel experience. In addition, the Bespoke Lab will highlight a limited number of products and denim features to customize, which can be seen through the garment selection.
» This collaboration presentation was created using the Adobe suite of InDesign, Illustrator, and Photoshop. The process of making these visuals is presented through screen grabs of using this software. The future of fashion business is to create a seamless and personalized experience for the customer. This collaboration demonstrates how Evisu would be the perfect candidate for Selfridges’ endeavors in creating a collaborative omni channel relationship. This marketing plan aims to connect the physical and digital shopping experience for greater customer engagement and fulfillment.
Selfridges & Co. have partnered with EVISU, the original denim brand to introduce premium quality and custom Japanese denim, to present an innovative range of luxury denim. This collaboration fosters the notion that one does not need to sacrifice their personal style to be trendy.
‘The Bespoke Lab’ replaces the ordinary and celebrates uniqueness and individuality through innovative technology and customization that embodies the creative self-expression of a new futuristic era.
From conception, EVISU celebrated authenticity, originality, and ingenuity and understood the importance of fusing premium quality and creative design. Designing bold, graphic pieces capturing the detail-obsessed Japanese fashion
ideals, sparked a revival of vintage denim lovers. Pioneering their high-quality selvage denim using vintage detailing, EVISU celebrates the level of craftsmanship that goes into every single pair of jeans.
Named after the god of prosperity, EVISU prides itself on constantly innovating and challenging the status quo. Having collaborated with a multitude of companies from Moleskine, Champion, and Pepsi to Swarovski, Keith Haring, and the W Hotel, EVISU’s efforts to reinvent fashion and ignite conversations is a powerful tool in connecting the brand with a wide range of consumers.
This collaboration is a celebration of future technology mixed with original craftsmanship. Become the creator.
Selfridges & Co, leading in its experimental and revolutionary eco-conscious installations, announces the launch of ‘The Bespoke Lab’, a collaboration with EVISU.
Selfridges & CO. keeps their collaboration announce ments on par with their own branding, shown in this mock-up. The content on the Selfridges website will inform the audience about the brand EVISU and what this collaboration will bring to the London store.
Original Images (Selfridges & Co, 2021b) and (Evisu, 2021x), modified by author
Selfridges’ window displays are always iconic when the depart ment store has new collabora tions. The crossover with EVISU denim will be even better. The window installation shows that the Bespoke Lab brings custom ers a personalized experience, however leaves the immersive virtual technology to only be enjoyed in store.
Original Images (Selfridges & Co, 2021a), (SeekLogo, n.d.), (Evisu, 2021a) , (Evisu, 2021c), (Evisu, 2021n), (Evisu, 2021r), and (Evisu, 2021u) modified by author
The Bespoke Lab brings a future forward kind of customized fashion. Customers have the opportu nity to personalize the fit, pockets, and buttons on selected items through a life-size digital screen. EVISU already has a bespoke section on their website for mens denim, but this is different...
(Evisu, 2021e), (Evisu, 2021f), (Kaufman, 2015), and (SeekLogo, n.d.) modified by author
An inside look of how the store will be designed. Only a limited selection of items will be available to customize through the Bespoke Lab, but a wider range of EVISU products will be shoppable instore.
Using virtual and actual reality technology, you can try on your personalized denim in store. Not only is this covid-conscious, but if you are going to custom design your denim, you should make sure it looks good! EVISU x Selfridges & Co. features a virtual try-on before purchasing your item.
up within
Original image (MockupFree, n.d.) and (SeekLogo, n.d.) modified by author
It’s what’s on the inside that counts! That is why the shopping bag is a simple and sleek design with the collaboration logo.
Instagram posts by Selfridges will consist of the department store’s iconic yellow design mixed with EVISU’s iconic Seagull motif.
Ground- level billboards contain a mix of Selfridges and EVISU branding. The slogan and collaboration logo compliment the label that will be used when a denim jacket is customized through the Be spoke Lab.
Original Images (Evisu, 2021c), (Graphic Burger, n.d.), and (SeekLogo, n.d.) modified by author
Larger billboards show a QR code that gives an exclusive look into the collaboration through omni channel touch points. You can only preview the collection on Selfridg es website through this QR code, creating “FOMO” (fear of missing out), and therefore hype about the collaboration.
Original Images (Evisu, 2021h), (Evisu, 2021m), (SeekLogo, n.d.), and (Studio Ongarato, n.d.) modified by author
EVISU’s website will also feature this collaboration with their own brand identity or more graphic detailing. Be fore scrolling down, you can read about the inspirations for the Bespoke Lab installation at Selfridges.
Original Images (Evisu, 2021d), (Evisu, 2021h), (Evisu, 2021m), and (SeekLogo, n.d.) modified by author
The second section of the collaboration takeover on EVISU’s site explains the features of the Bespoke Lab digital installation. Using scarcity marketing of availability only in store will create more hype around the collaboration.
Original Images (Evisu, 2021d), (Evisu, 2021j), (Evisu, 2021k), and (Evisu, 2021l) modified by author
The last section of the page fea tures some of the items that you can customize through the Bespoke Lab. The top row is womens wear and the bottom row is mens wear, however kids wear will also be featured in the regular product range.
Original Images (Evisu, 2021c), (Evisu, 2021d), (Evisu, 2021f), (Evisu, 2021n), (Evisu, 2021o), (Evisu, 2021q), (Evisu, 2021t), and (Evisu, 2021w) modified by author
A different QR code than the billboard one will be generated for social media. The code on EVISU’s Instagram will bring you to their public accessed website for the collaboration, creating an omni channel experience.
Original Images (Evisu, 2021k), (Evisu, 2021l), (Evisu, 2021m), (Evisu, 2021v), (Evisu, 2021z), (Instagram, n.d.), and (SeekLogo, n.d.) modified by author
EVISU’s Instagram grid will be specifically curated for this collaboration be fore the launch day.
The limited garment selection for womens wear comes with basic and on-trend shapes and colors for denim jeans, a denim jacket, and denim shorts. A selection of other Evisu products can be pur chased, however they will not be able to be customized in the Be spoke Lab.
Original Images (Evisu, 2021f), (Evisu, 2021o), (Evisu, 2021p), (Evisu, 2021q), and (Evisu, 2021t)
In addition to the womens wear items, various menswear items can be selected for customi zation as well. Various kinds of denim washes and silhouettes of jeans, a jacket, and a pair of shorts were selected for this collaboration.
Original Images (Evisu, 2017), (Evisu, 2021c), (Evisu, 2021n), (Evisu, 2021s), and (Evisu, 2021w)
The Bespoke Lab will allow for these selected womens and menswear items to be custom ized through the digital touchscreen display instore and can be virtually tried on using AR technology. Customers can personalize pocket, back panel, and button designs with the selection shown.
Original Image (Evisu, 2021e) modified and generated by author in Adobe Illustrator 2021 and Adobe Photoshop 2021
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Evisu (2021f). Brocade Seagull Embroidered Straight-cut Jeans. [online] www.evisu.com. Available at: https://www.evisu. com/uk/brocade-seagull-embroidered-straightcut-jeans-2eshtw1je118st.html?color=INDIGO [Accessed 10 Apr. 2021].
Evisu (2021g). Calligraphy Print Cropped Boot Leg Jeans. [online] . Available at: https://www.evisu.com/uk/calligraphyprint-cropped-boot-leg-jeans.html?color=BLACK [Accessed 27 Apr. 2021].
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Evisu (2021i). Denim Culottes with Seagull Embroidered Huge Pockets. [online] . Available at: https://www.evisu.com/ uk/denim-culottes-with-seagull-embroidered-huge-pockets.html?color=INDIGO [Accessed 27 Apr. 2021].
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Evisu (2021n). Godhead and Ebisu Flag-patterned Daicock Denim Jogger Pants. [online] www.evisu.com. Available at: https://www.evisu.com/uk/godhead-and-ebisu-flagpatterned-daicock-denim-jogger-pants.html?color=INDIGO [Ac cessed 1 May 2021].
Evisu (2021o). Godhead and Kamon Daicock Boyfriend Jeans. [online] www.evisu.com. Available at: https://www.evisu. com/uk/godhead-and-kamon-daicock-boyfriend-jeans-2eshtw1je926bf.html?color=INDIGO [Accessed 1 May 2021].
Evisu (2021p). High Waist Denim Shorts. [online] www.evisu.com. Available at: https://www.evisu.com/uk/high-waistdenim-shorts-2esgnw1ds286sh.html?color=BEIGE [Accessed 7 May 2021].
Evisu (2021q). Iridescent Kamon Embroidery Cropped Denim Jacket. [online] . Available at: https://www.evisu.com/uk/ iridescent-kamon-embroidery-cropped-denim-jacket-2esgnw1dj767lf.html?color=BLACK [Accessed 1 May 2021].
Evisu (2021r). Kamon and Seagull Embroidered Denim Skort. [online] . Available at: https://www.evisu.com/uk/ka mon-and-seagull-embroidered-denim-skort-2eshtw1ds231xx.html?color=INDIGO [Accessed 23 Mar. 2021].
Evisu (2021s). Kamon-pattern Seagull Embroidered Denim Shorts. [online] . Available at: https://www.evisu.com/uk/kamonpattern-seagull-embroidered-denim-shorts-2eshtm1ds217sl.html?color=INDIGO [Accessed 7 May 2021].
Evisu (2021t). Metal Ring Cropped Relaxed Fit Jeans. [online] . Available at: https://www.evisu.com/uk/metal-ringcropped-relaxed-fit-jeans-2esgnw1je130rx.html?color=INDIGO [Accessed 1 May 2021].
Evisu (2021u). Metal Ring Denim Shirt Jacket. [online] . Available at: https://www.evisu.com/uk/metal-ring-den im-shirt-jacket-2esgnw1sj774bz.html?color=BEIGE [Accessed 7 May 2021].
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Using Adobe Illustrator to create permutations of the collaboration logo for different content usage. The red EVISU logo has an “outer glow” effect, giving it the digital signage look for the in-store display (see page 8). These logos were then used in Photoshop to create branded content.
Illustrator was used for advanced font creation for the headers of the digital content for EVISU’s website
Using Adobe font search to find the Selfridges’ logo and website fonts for digital content creation on their website.
After finding the accurate fonts, I rendered a screen grab from the Selfridges’ collaboration page with Highsnobiety using text and image overlays for this collaboration.
Photoshop was used to generate point of sale materials for the Selfridges store. Techniques like layer masking, skew & perspective tools, and different kinds of layering helped to create accurate depictions of in-store and window displays.
For more point of sale materials like the swing tags and shopping bags, Illustrator and Photoshop were used accordingly. In Illustrator, a blueprint of the tag was created, then moved into Photoshop to create a realistic looking swing tag that would be used on the denim after purchasing. Using a mock-up design, the shopping bags were rendered with the logo created in Illustrator, previously.
For the G label of the denim created through the cus tomization process, textures and brushes were used in Illustrator for a realistic idea of how the label would look. The label was then placed into Photoshop, using the skew and perspective tools and various effects to create a G label on a pair of jeans.
Using mock-ups and the logo created, I rendered Instagram posts for both Evisu & Selfridges’ feeds with tech niques like layer masking and color changing effects
Using square Art boards and various images from EVISU’s website, I generated what EVISU’s Insta gram grid would look like to promote this collab oration. Using tools such as the rectangle tool and drop shadow effect, created a grid, cohesive with EVISU’s usual graphic designs.
First, using Photoshop to render images for the billboards. Next, using either an Adobe mock-up or an actual billboard image, placing the contents into another Photoshop file and using techniques like layer masking, skew & perspective, and layer blending mode to render physical media for the collaboration.
Illustrator tools like the shape tools, gradient, and character styles were used to generate the Bespoke button choices for the product range. This was then placed into a Photoshop art board with the rest of the product range. Every other item in the product range was taken from EVISU’s website and placed into the art boards for the garment selection of womens wear & menswear items and customization options.
The brush tool in Illustrator was used to create the paint smears throughout this marketing plan presen tation. Every image created in Photoshop and Illustra tor were imported into InDesign. Tools like paragraph styles, framing, master pages, and layering helped create this report in an efficient and cohesive way
Tasked with creating a collaboration campaign using the Adobe suite, I was keen on learning how to render images better for business purposes. I initially researched all the denim brand choices and thought that Evisu’s graphic and original designs would make for a great installation at Selfridges. Becoming a consultant for an omnichannel relationship between Evisu and Selfridges, had its challenges though. Evisu’s branding and advertising campaigns are very graphic and engaging, while Selfridges has a more modern and simplistic approach to campaigns, but elaborate installations. My objective was to find a way to bring this two contrasting aesthetics together to create a visually appealing and mutually beneficial collaboration. To begin my research, I started by dissecting Evisu’s website for inspiration on how to create this omnichannel collaboration and saw that they had a
bespoke option to customize jeans, but only for their menswear range. I started to work on this as the answer to my previous question. Learning outcome two outlines the ability to evaluate contemporary business practice and culture. I believe I successfully integrated that into my work by not only identifying the future practices such as technological advancement in sustainability but also its practical application in my marketing plan. Selfridges is always known for its intriguing and elaborate installations in their London store and Evisu collaborates with a multitude of brands across industries. I wanted to produce a creative and innovative marketing plan, which I then thought of using a virtual bespoke experience where you can customize your own denim. In addition, the use of AR/VR technology for the virtual try-on of
your items, seamlessly integrates the current business culture into this collaboration. Using QR codes through social media and physical media which will take customers to an exclusive look at the drop, creates an omnichannel experience even before the launch of this collaboration in store. During my internship this term, I started to understand the market for collaborations better, as the brand, AlphaOmega London, I was working with had collaborations planned for their bag launch. AO London has planned to collaborate with NFT ambassador, Krista Kim, for a future project of virtual fashion replacing physical fashion for the future of sustainable fashion. I took some inspiration from this project and applied it to my Digital Skills unit with the technology of the Bespoke Lab.
when I imported a document of quotes and framed them to have one on each InDesign page. It was really helpful especially because I wanted everything to be the same font and could edit them at the same time. The certification class for InDesign before this unit had taught me how to be more efficient when I make my reports through InDesign and I will use the knowledge
Throughout the unit, I knew how to use Photoshop and InDesign being taught them in my foundation course and also getting certifications in both. The most useful thing I learned was the multi-text frames across multiple pages. I used this technique in my internship
I gained in text and shape framing as well as paragraph and character style skills in future projects. In my Digital Skills classes and working with the Adobe suite as an intern, I really enjoyed learning how to use these applications in a professional sense. When my tutor mentioned that we should use more Illustrator, I felt a little stressed because it was the application I was least confident in using. At first I didn’t really understand what the purpose was, as I could do most things on Photoshop, however after looking at LinkedIn Learning videos about how you can use illustrator in the fashion industry, I started to experiment with the application. I am proud that I taught myself and
further inquired through LinkedIn Learning how to use Adobe Illustrator. I used it for advanced logo and font making, to create original vectors like the button designs and the tags, and for use of their advanced brush and stamp library. In the end, I actually really enjoyed using Illustrator in my project, gained more confidence in it, and am really proud of the items I made for this unit.
This is definitely an area that I can develop my skills in more, as I know that there are so many things to create on Illustrator. What I have learned throughout the Digital Skills for Business unit, I aim to apply to my future university projects, reports, and job experiences, specifically the knowledge I gained in Adobe Illustrator. I think generating and rendering imagery creates more professional content when using a blend of the Adobe Suite applications. I plan to continue practicing skills in the entire Adobe Suite because there are always new tools and skills to learn when digitally rendering imagery for real-life purposes. In addition, I am really proud of
receiving a certificate in InDesign, as this is great for opportunities in the future throughout the rest of my degree and career endeavors. I aim to learn more about the uses of Illustrator in the fashion industry, specifically making fashion flats and vectors for product ranges. I will inquire through more LinkedIn Learning courses and would eventually love to receive a certificate in this application and would take this initiative into my own hands.
