Capstone Project: Anya Hindmarch x Dover Street Market New York

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HIGH SCHOOL OF FASHION INDUSTRIES X

Dover Street Market New York

Executive Summary

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About Anya

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About DSMNY

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Merchandise

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Market Analysis

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Competition

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S.W.O.T Analysis

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Target Market

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Public Relations

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Social Engagement

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Anya Hindmarch x DSMNY Executive Summary

Known for her renowned handbags filled with quirkiness but also their quality, Anya Hindmarch is not of the “it” variety, rather of the “want to keep It” variety. Anya Hindmarch London inspires loyalty because Anya knows that a woman’s relationship with her handbag is tribal. It’s human nature.

You decide which tribe you want to belong to, or follow, and you choose and wear your handbag accordingly. Meet a conceptual store celebrated for their daring edits and creative visual merchandising, Dover Street Market (DSMNY), is a retail experience rooted in beautiful chaos. Owner and designer Rei Kawakubo said it best, when she described her purpose for the store, “we hope to make DSMNY more and more interesting. I enjoy seeing all the customers coming to DSMNY dressed in their strong, good looking and individual way. I would like for DSMNY to be the place where fashion becomes fascinating.” This collaboration is one for the ages, real luxury not only is something so beautiful and an indulgence, but can become something serving the greater good.

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Anya Hindmarch x DSMNY About Anya Hindmarch

“The place where Fashion becomes fascinating”

Anya Hindmarch is a creative visionary. Someone who is not afraid to step out from the rest, discover new ideas, and make a change within the community. It all began when Anya noticed something was missing within the market among women and made her own, she borrowed a thousand dollars and found her designs in the latest pages of Harpers and Queen, quickly selling all five hundred designs. She took the profits and invested them back into her business (WSJ) From here she opened her first shop on Walton Street, in London at the young age of 19 years old, in 2003. With her age-old philosophy being based on the quality of workmanship, and representing a design philosophy, which is: British, humorous and personalized. Fast forward 20 years and Anya now has more than fifty stores worldwide, in nine countries, with flagships located in London, New York, and Tokyo. She carries two lines: her mainline collection, and her bespoke collection, (you can only find both in the New York flagship). The bespoke collection was launched in 2009 and it is made from the finest leather or crocodile, and includes a secret message in the giver’s own handwriting. “Anya Hindmarch Bespoke embodies everything that we value: craftsmanship, beautiful materials and pieces that are made especially for you. Creating handcrafted personalized pieces.” (WSJ) Besides designing for her own namesake brand she has previously done a collaboration with Target in 2008, as well as showing her love for the environment and sustainability by producing the ‘Be a Bag’ initiative. This allowed customers to print personal images directly onto bags to raise money for charity. She also produced the ‘I’m Not a Plastic Bag’, one of the first environmental fashion bags, which both focus on reusing grocery bags and not producing waste and landfills with plastic bags. By partnering with the not-for-profit We Are What We Do, her bags sold out globally within a few hours of going on sale. Anya can now be found sitting on the board for the British Fashion Council as the non-executive director. She is also a UK Trade Ambassador, and a trustee of the Royal Academy of Arts and The Design Museum.

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Anya Hindmarch x DSMNY

about dover street market

“Things happen as they come about — it’s very synergetic and accidental”

Dover Street Market arriving in New York City means its practically Christmas everyday of the year. With multiply brands catering to almost anyone’s likes and needs Dover Street Market, aka DSMNY, is one of the most talked about conceptual department stores around the world. By having multiply locations in Tokyo, London, and now New York, which opened in December of 2013, husband and wife duo, partners, and founders Rei Kawakubo and Adrian Joffe have given the terms concept store a whole new meaning. Rei stated that “[she] wanted to create a kind of market where various creators from various fields gather together and encounter each other in an ongoing atmosphere of beautiful chaos: the mixing up and coming together of different kindred souls who all share a strong personal vision” (Business of Fashion) and she did it so seamlessly. Dover Street Market is a multi-brand retail experience rooted in ‘beautiful chaos’ that offers some of the world’s most broad section from avant-garde and menswear to accessories, and womens wear. Each season, the stores invite select designers to create unique art installation-like spaces and pop-ups to house their offering and carry many of fashion’s leading names, alongside, Rei Kawakubo’s own Comme des Garçons’ menswear lines.

By changing twice every year, where they close down for almost 3 days, overhauled everything and create new spaces, new designers, and new installations, Joffe says, “we try to lead. It’s risky, but leading is not something that we’ve ever been afraid of.

We just have to be ahead. It’s the nature of Dover Street Market. We’re not a company that makes 5-year plans. Things happen as they come about — it’s very synergetic and accidental. The synergy that comes out of the clashing together of creative minds in a haphazard, unintentional way.” Kawakubo simply puts it best, “the idea was to do a new concept in retail and to make retail exciting, based on fashion of all different kinds, without categorizing it too much. The idea of Dover Street Market is to put it in a context of beautiful chaos — those are the words we use. Street stuff, casual stuff, classic things, very strong creative things, all mixed up together in a kind of visually exciting synergy of visions all put together.”

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Anya Hindmarch x DSMNY merchandise

Exclusively sold at Dover Street Market New York, these five amazing designs are a collaboration between Anya Hindmarch and the students of the High School of Fashion Industries. The two partnered together to bring the citizens of New York, beautiful, unique, and whimsical pieces that are one of a kind. With each bag purchased seventy five percent of the proceeds are donated to the fashion design section of the high school.

The proceeds go towards better developing, providing, and advancing any of their needs and wants to make not only the high school exceptional, but to create a universal and creative environment for the designers, artist, and dreamers of tomorrow.

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All of the students within the Fashion Design division of the High School of Fashion Industries is eligible to enter the competition. From all of the entries the judges, members of the schools board of directors, will choose who they believe are the top ten. After the judges have chosen the top ten, the customers will choose the final winner. From the top ten competitors the top five will be chosen through the brands social media accounts. Out of the top ten, the top five with the most likes/votes will ultimately win and get their designs on multiply handbags designed by Anya Hindmarch to benefit the schools fashion design program.

Dover Street Market New York changes their store twice every year to bring in new inventory; the line will be shown and sold exclusively in DSMNY for six months, and on-line for only a month.

Board of Directors

Adrian Gilbey

Patti Carpenter

Deborah Hughes

Aimee Kestenberg

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Roseanne Morrison

Christina Neault

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The Manhattan is a lightweight, modern bucket bag. Each one comes with a detachable cross-body strap and an extra long drawstring that can be adjusted at the back. Perfect for holding your everyday necessities, wherever life may take you.

The Manhattan Materials: Night black butter leather outer with gunmetal gray suede backing and silver-tone hardware.

Dimensions: H 21.5cm, W 20cm, D 16 cm MSRP: $1,295

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The Brooklyn, is one of the most modern, light and sleekest totes ever made. It’s the perfect mid size tote, which can go from a romantic dinner to a important business meeting, ideal for almost every occasion.

The Brooklyn Materials: Plum violet Capra leather, embossed fabric lining and silver-tone hardware.

Dimensions 24 x 34 x 18 cm MSRP: $1,795.00

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Our Bronx satchel is covered in embossed graphics, making it softer but keeping the same luxurious details, including the suede lining and enamel closure. The Bronx is perfect for the women who loves to stand out, all while making a statement.

The Bronx Materials: Midnight black tumbled leather, black leather strap, suede lining, gold-tone hardware Dimensions: 24.5 x 32.5 x 14cm MSRP: $ 1,595.00

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Our timeless Queens clutch is made to turn heads, the iconic everyday clutch is made to stand alone, or to fit perfectly inside almost every handbag. Whether you use it by day or night, it ‘s a versatile staple that will live beyond the season.

Queens Materials: Metallic gold leather, soft suede lining, gold-tone hardware Dimensions: H 20cm ,W 29.5cm ,D 1.5cm MSRP: $995

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Your evening clutch should be as beautifully-crafted as your jewelery, this becomes a reality while carrying the Staten. Inlaid with embossed leather, we like to think of these irreverent and playful clutches as wearable art.

The Staten Materials: Embossed midnight black Capra leather, suede lining and gold-tone hardware Dimensions: 9.7 x 15.8 x 3.8 cm MSRP: $ 1,450.00

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Anya Hindmarch x DSMNY market analysis

The idea of a conceptual department store is something that once was so un heard of, but has become something so revolutionary that if done right it becomes something amazing. Dover Street Market does it right. A concept store is “a retail store that goes beyond simply selling products and instead appeals to a general sense of lifestyle by offering products to match the desires of those involved in a particular social scene. Rather than simply offering a selection of standard products for purchase, this type of store sells products that appeal to a particular segment of consumer.” While a department store is “large retail establishment with an extensive assortment in variety and range of goods, organized into separate departments” (businessdictionary) combine two of the best kind of stores together and something great happens. The idea of a concept store first became known by the illustrious Apple; the idea of creating more of an ownership experience rather than a buying experience. By doing this Apple began retaining customers, and making them feel as if they could spend a lifetime within their stores. Or some say it started all the way back in 1986 when Ralph Lauren opened his first flagship store in New York, every detail, from the exteriors to the interiors, would describe what the brand signified and the world that was surrounding it - every detail was Ralph Lauren.

Concept stores find new methods to exhibit the products; they mix the categories together and out the object in action, whereas traditional stores have several exemplars of the same products and display them on racks. The main focus of a concept store is to offer an exclusive selection of hard-to-find products, sometimes all in one place. The focus is to offer a one-stop-shop for all those rarities and expects sales from cross selling. Usually concept stores offers a wide range of products, from five dollars to five thousand dollars. People still love to shop within brick and mortars, whether it be as a social occasion, a family day, or for a holiday, it’s all about the interaction of the actual sale. “Retail serves a number of complex functions beyond moving merchandise. The retail experience is an incredible part of the consideration process, David Womack, executive creative director at R/GA says. “The rise of on-line shopping has sounded the death knell for many traditional bricks-and-mortar retailers. But innovative brands are re-imagining the physical store, turning to magazines and museums for inspiration and creating spaces where the virtual and physical worlds collide.”

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Anya Hindmarch x DSMNY why new York city

It’s no surprise that New York is an expansion destination for retailers, and was the most popular U.S. destination for opening new outlets in 2013. According to the 2014 U.S. Census, the five boroughs of New York City had a population of 19.7 million.

Communities in adjacent portions of New Jersey and Connecticut add another 12.5 million, for a total market of 32.2 million, all well served by public transportation, providing the city’s commercial districts with heavy week long pedestrian traffic.

Total luxury goods spending in the US will grow by around $4 billion, fueled by burgeoning demand for affordable (and mid-market) designer apparel, luxury accessories and jewelry.

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Anya Hindmarch x DSMNY competition

Expensive

Accessible

Exclusive

Affordable

Barney’s New York, Bergdorf Goodman, Saks Fifth Avenue, and Neiman Marcus are Dover Street Market’s four major competitors in the New York area. This selection was based on prices, product categories, aesthetics and accessibility in New York. Dover Street Market’s positioning is justified by their accessibility and price in the market compared to other companies. It is highly exclusive because of its four store locations around the world and is considered as a high-end conceptual department store.

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Anya Hindmarch x DSMNY s.w.o.t analysis

Strengths

Weaknesses

• Exclusive designer

• Specific niche target

merchandise with high product quality with specific brand recognition • Spreading consumer awareness about the high school • Market of high quality products

market • High price point • Only have three stand alone stores worldwide

Opportunities

Threats

• Expand its presence in

• Imitation of products • Increasing number of

emerging countries • Expansion into other disciplines • Sponsorships and endorsements

similar collaborations

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Anya Hindmarch x DSMNY target market

The Anya Hindmarch x Dover Street Market girl is universal, but she knows what she wants. She takes pride in the craftsmanship of accessories, and doesn’t mind splurging on the best. She loves the idea of brands who know the real importance comes from the people behind the bag, and she loves the aesthetic of creativity, humbleness, and loyalty that radiates from Anya. Yet, she knows that being different is what makes you great, she loves the unusual, which is why she can probably be found between the seven floors of Dover Street Market, basking in the atmosphere of chaos that radiates all around her. She is the women who likes the collaboration of kindred souls, and the beautiful discord that comes with the clashing of creative minds.

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Target customer 22.

Anya Hindmarch x DSMNY press release Send to WWD, NYTIMES, NY POST, NYC Mag, Wall Street Journal, The Daily News & New York Observer

X pr@kcdworldwide.com // www.kcdworldwide.com // +1 212 590 5100

HIGH SCHOOL OF FASHION INDUSTRIES

About Anya Hindmarch

It all began when Anya noticed something was missing within the accessories market, she borrowed a thousand dollars, designed her ideal bag and soon found her designs in the latest pages of Harpers and Queen. Quickly selling all 500 designs, she took the profits and invested them back into her business; from here, at the young age of 19, the rest is history.

About Dover Street Market

With multiply brands catering to almost anyone’s likes and needs Dover Street Market, is one of the most talked about conceptual department stores around the world. Husband and wife duo, partners, and founders Rei Kawakubo and Adrian Joffe have given the term concept store a whole new meaning.

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Dover Street Market New York

About the High School of the Fashion Industries

The Mission of the High School of Fashion Industries is to provide challenging, creative and effective career, technical and academic training for New York City students. We seek to provide a unique learning experience and a specially tailored program for all students who have an interest in a fashion related field.

Social

75,000 + 29,000 + 155,000 + 2,000 +

Services Offered

Rates

• A curated experience • Customer service • Market designer handbags, ready-to-wear, shoes, & accessories • Online/Offline Integration

$$-$$$$

Clientele

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DSMNY DSMNY

Anya Hindmarch & Dover Street Market New York invite you to celebrate their collaboration with the High School of Fashion Industries.

An opening dinner will be held on Saturday the 26th of March 2016.

Date: Saturday the 26th of March 2016 Time: 6PM-9PM Place: Salon De Ning at the Peninsula Hotel 700 Fifth Avenue at 55th Street, New York, NY 10019 Tel: +1 212 956 2888 Contact for inquires: press@anyahindmarch.com Tel: (646) 852-6233 *Please bring this invatitation to attend the party.

A dinner to celebrate the launch of the Anya Hindmarch x Dover Street Market collaboration to benefit the High School of Fashion Industries will be held at the Peninsula Hotel. What better way to celebrate a night to remember than with the final designs on display, the winning students in tow, a photo booth to commiserate the night, and magnificent food.

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Anya Hindmarch x DSMNY social engagement

@anyahindmarch @DSMNY #ANYAxDSMNYContest

@anyahindmarch @doverstreetmarketnewyork #ANYAxDSMNYContest

Anya Hindmarch DOVER STREET MARKET #ANYAxDSMNYContest

Though Anya Hindmarch’s Twitter, Facebook, and Instagram pages her customers will be able to choose the students designs that they would like to have manufactured into potential handbag silhouettes for her to produce. The competition will go on for two weeks until the final winner will be announced through the DSMNY and Anya Hindmarch social media pages based on the amount of likes and votes the top design receives. The night before the winner is announced there will be a dinner to launch the collaboration, and officially announce and celebrate not only the winner, but the other competitors from the high school. Seventy-five percent of the proceeds made from the sales of the handbags will be donated back to the school to be put into their fashion design program to raise funds to get guest speakers, better materials, provide the students with internship opportunities, and bring social awareness to one of the leading high school programs for fashion design.

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Anya Hindmarch x DSMNY works cited

“Anya Hindmarch: Handbag Queen.” WSJ. N.p., n.d. Web. 26 Apr. 2015.

“The Business of Fashion.” The Business of Fashion. N.p., n.d. Web. 18 Apr. 2015.

“Concept Stores.” Vogue.it. N.p., n.d. Web. 1 May 2015.

Davis, Ben. “Concept Stores: What Do They Mean for Customer Experience?”

Econsultancy. N.p., 6 Aug. 2014. Web. 1 May 2015.

“Doverstreetmarket.com.” Dover Street Market. N.p., n.d. Web. 18 Apr. 2015.

“New Season Colours.” Anya Hindmarch. N.p., n.d. Web. 18 Apr. 2015.

Shearman, Sarah. “Rethinking Retail: Why Brands Are Embracing the Rise of the

Concept Store.” The Guardian. N.p., 9 July 2014. Web. 1 May 2015.

“Wise Geek.” WiseGeek. Conjecture, n.d. Web. 27 Apr. 2015.

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