A Private Label Collection By Azra Cerimovic and Emily Irons
ZARA x GIVENCHY
Colliding the worlds of fast fashion and luxury fashion by bringing you a collaboration between industry giants Givenchy and ZARA. Bringing innovative, bold, and edgy designs that only our fashion forward customers would understand. Mixing the minimalistic basics that ZARA is famous for while bringing bold, innovative prints and silhouettes that Givenchy is known for. Feeding the need for a highly exclusive collection in the fast fashion market.
The Ultimate Customer Young creative professional living in a budgeted city lifestyle. Very current and sensitive to trends and art movements. Values health and wellness while balancing everyday life. Purchases basic pieces with a few fashion staple items that can be mixed for daytime and the evening.
Inspiration “Digital Renaissance�. Taking classical art from its original form and repurposing it in a parody-like way using modern technical applications.
Trend Research After observing the current trends on WGSN and Style Sight we were enticed by two trends – “Renaissance Remix” and “DigiGlitch”.
Digital Renaissance Autumn Winter 2015
Digital Renaissance Autumn Winter 2015 Look 3 is the staple of our collection. It connects the entire collection together because it carries our pop color through the middle of the collection. With the print on the standard sweatshirt silhouette made of a thick woven cotton synthetic blend with minimal stretch. Contrasting the simplicity of the top garment with a tight fitting skirt that has a dramatic flare at the hem. Fabrication including wool, leather, and jacquard. The blush tone being carried through the middle of the collection connecting the beginning and end of the collection without over bearing it. All of the colors of the collection can also be found in the print on the sweatshirt.
Key Textiles
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Why Digital Renaissance? The ZARA X Givenchy customer is looking for the newest, latest, and most exclusive trends and fashions. Since this is a one time only collaboration and with a limited inventory exclusivity is at the peak. Digital Renaissance is minimalistic but also appealing to someone who is looking for fashion staples in their wardrobe. It is a versatile collection that can be worn in several different ways and with several different garments. Keeping it pretty gender neutral through out, reaching both genders in a different and unique way. Through graphic and bold prints and the combination of monochromatic fabrics and easy silhouettes it is easy to wear and very fashion forward, yet minimalistic enough that it will last through several seasons – unlike many other collaborative collections, which sets us apart from our competitors. Digital Renaissance silhouettes can be worn on several different body shapes and are suitable for a broad majority of customers. Digital Renaissance is a collection made to last through trends so that our customers have something to value forever.
Bigger Picture Digital Renaissance appeals to a larger target market. This is because of the versatility of the designs. You can wear it with garments you already have, and with future trends. The designs are made to last through years and multiple trends. The simplicity of the silhouettes and the basic colors will be able to stand up against any trend. It’s also made to fit any woman, there is a piece in the collection for every body type. All the pieces relate to each other through a neutral color palette and through the shape of the bottom silhouettes, the high low hems, and layering. Carrying the blush tone pink through the collection subtly as the pop of color to break up the dark colors.
The Store
When placing the merchandise into the store we wanted a key location with an attention catching display. Our collection will be featured on an attention catching display. Our collection will be featured on an art instillation in the front of the store. The shop-ability will be maximized since our space will be installed into the store attracting customers through high visual interest. The instillation will be a reflective mirror type material, with the fashion show playing on the outside and continu7ing into the inside of the instillation through smaller monitors installed on top of the merchandise. The storefront will be monitors that feature the fashion show of our new merchandise. We will mostly focus on nonproduct display elements with the use of projectors on our instillation and TV monitors including glitch effects. The instillation will be reflective with the show playing on the outside and continuing to the inside of the instillation on smaller monitors above the merchandise. We will incorporate both racks and folded merchandise on shelving units. Hangers will be custom to the pop up shop. The registers will be shared in the store, with one cash and wrap in the middle of the store. The lighting will be over head lighting – like it is through out the whole ZARA store.
Advertising Strategy and Public Relations
The direction of our advertising will be mostly through our own social media platforms and websites – including both ZARA and Givenchy individually. Our announcement of the launch will be via social media (Facebook, Twitter, Instagram) roughly two months away from the big collection release – about 3-4 weeks closer to the date of the release of the collection we will begin dropping teaser advertisements and campaigns on both the ZARA and Givenchy landing page, as well as a page on the websites explaining the collection with a few inspiration images so our customers can continue guessing on what is to come from this collection. About two weeks leading up to the launch we will begin posting pictures on our social media of full garments instead of teaser – cropped photos. In order to build up as much suspicion and anticipation as possible. We will not be using celebrity endorsements nor bloggers. We will promote via social media and magazine advertising closer to the launch of the collection. We will have a fashion film drop a week before the release of the collection on Youtube to show the movement and feeling of the collection and the garments. All of our advertisements will be along the lines of our inspiration, with glitched out pictures. Also staying the company aesthetics.
Public Relations In the week of our collection launch we plan to show our garments to the public. Instead of a traditional fashion show, we will host our fashion show as a gallery viewing. To correlate with our inspiration of repurposed art we will host our show at a gallery and our models will be treated like statues, posing as guests walk around to look at garments instead of having them walking down runways. It makes the viewing more intimate since the model and guest are in a closer proximity than at a fashion show, also this way guests are able to study the garments instead of struggling to view them from a further distance at a traditional fashion show. After the gallery show there will be an after party where the press and media can host their interviews.
Thank You