DAWNING OF AGE
AW 22 23
Team Introduction Esha-
Social Media Campaigns, Promotional Strategies, Presentation Layout
Simran- Product Category Analysis, Mood Boards, Consumer Board Riddhi-
Micro & Macro Trend Analysis in Relation to Acne Studios, Targeting New Customer, New Retail In-store Tech. Sustainable approach and CSR activity.
Anna-
Brand overview: USP, DNA, 4 pillars , Current Marketing Strategy
Nikki-
Competitor and Consumer Analysis, Instagram filter.
4 Pillars
Brand Overview
Product
Place
Acne Studios core product categories are women's ready-towear, footwear, denim, and accessories including handbags, small leather goods, and eyewear, it also produces children's rtw , and exclusive products in collaborations. The brand has introduced the Face motif collection ,featuring patches of an emoticon face with two small circles and a long rectangle. Denim line has been relaunched under the name Acne Studios Blå Konst (meaning "Blue Art" in Swedish).
The brand has indirect and direct distribution channels , placing the product in the department stores (such as Selfridges), and working with wholesale partners.
Price The pricing of Acne studios products are high , because the brand is in high-end fashion segment and taregts high-income consumers. The most expensive category is outwear ( 2700 GBP), the cheapest is accessories (40 GBP)
Promotion The main promotion tools are : publishing Acne paper, using recognisable imagery: packaging of trademark pink colour, Face motif logo.. Acne Studios stages runway fashion shows for its women's Fall/Winter and Spring/Summer collections twice a year.
Brand Overview
Brand Overview DNA The Name Acne stands for Ambition to Create Novel Expressions . Johnny Johansson had said he “liked the idea of appropriating a difficult word and making it cool”.
Jonny has always seen denim as the perfect canvas for design elements, which makes denim core to Acne Studios' DNA.
Acne Studios is a Stockholm-based fashion luxury house with a multidisciplinary approach. Inspired by Creative Director Jonny Johansson’s interest in photography, art, architecture and contemporary culture, brand is developing ready-to-wear, magazines, furniture, books and exhibitions.
How It Started
Acne studios started as a fashion project in 1997 and the first product which was developed were denim: 100 pairs of raw unisex jeans with red stitching were made and handed out to friends and family
How would I describe the product?
How the brand makes me look?
How the brand makes me feel?
Brand Essence model
What the product does for me?
Brand Overview USP
What's unique about Acne Studios?
Innovative design, tailoring and focus on a functionality , sustainability and high quality of products. The collections are being produced from sustainable materials and fabrics , including dead stock which is being upcycled , the garments are meant to last for a long time .
Acne is committed to minimalist design and creating simple, accessible—but still artistically engaging—clothing: their aesthetic is quite unique , it can be defined as maximalist minimalism, combining the traditional Swedish minimalistic style and quirky,creative elements.
Inclusive approach and honest marketing Unlike most other high-end fashion brands, Acne Studios prides itself on inclusivity, not exclusivity. While slightly ironic considering their steep prices, Johansson’s clothing is meant for everyone. Mission Acne doesn’t promote itself like other labels (no red carpet placements, no celebs in ads), but it has found other ways to stick. For example, its shopping bags are a particular hue of pink, which became a recognizable trademark of brand.
Business Strategy Analysis Current Marketing Strategy Acne Studios is independently owned and has over 45 stores : in Paris, London, New York City, Los Angeles and Tokyo. The company has an annual turnover of around 200 MEUR. A total number of staff is more than 800, around 200 are working at the headquarters in Stockholm. Acne Studios also operate offices in Paris, New York, Oslo and Shanghai.
Sustainability Acne Studios is making a commitment to sustainability by designing high quality products made for long term usage with carefully considered materials and techniques , such as upcycling deadstock and excess fabrics and textiles
Advertisement The main focus of the brand is on the product ,not on the promotion, it covers the disciplines of art, fashion, photography, design, architecture, academia, and culture. Acne studios is not very active on social media, it doesn't pay celebrities and influencers to wear and sell the product.
Collaborations Acne Studios is collaborating widely with representatives from the creative industries to produce limited edition collections
"Our brand is about product. If you start from there, everything else falls into place." says Jonny Johansson
Competitor analysis
The sustainability elements which the Acne Studios can take it up from chloe and implement , which will help them to attain more customers
Sustainability
Competitor Analysis
Social Media
Engagement rate for the Acne Studios social media is considerably lesser as compared to rival brands like Chloé snd Alexander Wang.
Competitor Analysis By doing a critical competitor analysis, between a couple of brands we can come to a conclusion that the strength of Acne is the Acne Paper and the quality of denim the use where we also see the weaknesses of the same brand could be that they are selling the ordinary basic clothing for that and expensive price while we see these strength of Chloe and JW Anderson we can see that they have equality between the men’s and women’s wear and JW Anderson has a high-profile collaboration with other brands such as Top Shop. These strengths can be taken away or implemented by Acne studios to make it more successful as a brand
One of the top Swedish brands [the telegraph, 2016] Multidisciplinary approach [Acne studios] The millennial pink bag is globally recognised. Acne paper, 2005 that was a turning point for the brand.
Customers are still unclear with the brand name. Lack of digital interaction & social media presence. Products are considered as quirky and not suitable for everyone.
Collaborations with influencers. Installation of high retail technology instore, enhances the customer experience. Demand for new types of products. [keynote 2015].
Constant changes in the retail environment and customer's needs. Over clashing and overcrowding on the social media platforms. Not contributing enough to the environment since fashion can never be completely sustainable and ethical.
Macro Trend Analysis: P
The fashion trends are seasonal & it keeps on changing every now and then, fast fashion is giving a new shape to the global fashion. South Korea and East Asia seem to be a potiential market to explore.
E
Brands are producing cheap clothes in foreign countries to cut costs. While this saves costs for companies, many customers do not like it at all.
S
Fast fashion trends dominate buying habits. More than 80% of people buy clothes that are never worn by them. Wolstenholme [2018] Brands need to show some personality in order to hold Gen Z's attention.
T
Technology is helping customers get the fashion they want. Competition is extremely fierce in the online segment of the UK fashion industry.
E
Many brands have started using organic and eco friendly materials but its still been operated on a low level. [Shaw,2020]
L
Certain groups like PETA boycott against brands who produce and use animal furs and skins.
Micro Trend Analysis The Retro Jacket Seen in Abundance across street style and influenced by designers such as Saks Potts and Khaite, 1970s looks are especially important for the young women's market.
Modern Hipsterism Nostalgic dressing was a trend seen through the pandemic Rediscovering forgotten pieces , clothes that look back to a certain era.
Trends Repurposed fabric Acne Studios is using its past collections to create new hot drops of clothing, created with repurposed fabrics such as soft and printed chiffons, cupro, crepe and light-colored ecowashed denim from previous seasons.
Duvet-Dressing Latest Acne studios collection revolves around something likely more relatable to most duvet dressing; Distressed dressing gowns and fuzzy fabric pajamas, floral nightgowns etc.
Target Customer
Targeting a new segment As part of the new strategy, Acne should target a new segment group of women aged between 30 to 45, belonging to upper class with a high income level. She is described as a successful, powerful, creative & confident woman. She has a broad interest in art and fashion at the same time she is a fan of old school 70s music and listens to bands like Nirvana, Led Zeppelin and Diana Ross. She likes celebrating her successes and likes to party and have fun. She knows how to maintain a work-life balance. The way a creative person dresses is normally an extension of her line of work (an art director, photographer, painter). Rather than spending hours swiping racks of clothes, she’s clicking ‘add to cart’ way past midnight after a heavy day of sketching. The more creative , the most sensible the attire. Jewelry is thoughtful and shoes are always the most important after-thought of her wardrobe. If you ask any artist or woman working in a creative field, they need pieces in their wardrobe that will last years. Less time shopping, all the time devoted to their craft.
THE CREATIVE UNIFORM
PERSON'S
Raw jeans, gets more precious with time. Addressing top tier needs of this Acne Client, like being in the creative loop and sustainable aspects that echo with their personal ethos.
Proposed Strategy AW 22/23 Dawning of Age Critical for the arts, as Aquarius symbolizes a break from previously established traditions, thereby allowing for new and unusual ideas to flow more freely and for new pathways to emerge. Following our modern Hippie trail, and the Acne Paper's Age of Aquarius, we believe that fashion is democratic and inspiration is everywhere. Using fabric and silhouette inspiration from around the world.
Fabric and Colour Board Norwegian textile artist Hanne Friis Textile sculptures. Waste Yarn Knitwear, Crotchet South American Indian origin Design, Suchitra Mittai Patchwork Pink is the navy blue of India, it is hyper-real and energizing quality that will stand out in both real life and digital settings
Using Ramie in AW 22 23 Ramie is a linen-like fibre, part of the nettle family, and is often used as a substitute for – and blended with – cotton or linen, but sometimes wool. It is super strong and can be fine and silky if spun wet or coarse when dry spun, so can be used for silky products through to robust items such as denim. Leftover fabrics from previous collections
SILHOUETTE
Social Media Campaigns AND Promotional Strategies
Purposeful Design the first step in our Hippie Trail.
Campaign #1
Purposeful Design
Campaign #1
Objective Through this campaign, we want to 'give more purpose to design'. A small addition to our design philosophies, we want the brand and it's customers to have an essence of purpose and a sense of belongingness. By launching this campaign on our social media accounts, we wish to create a community of people who will bring in cultures from different parts of the world. We want to be more connected to culture and environment of the world we live in. #MyDesignPurpose: We also aim to collaborate with underground artists/designers who are a big part of the sustainable movement from different places like India, and talk to them about their design philosophy and what purpose drives them and their brand. Platform: Instagram Stories and Instagram Live.
Acne Circle Acne Studios will hold an event for artists from around the world. The event will start with an exhibition wherein the invited artists will show their work to people. It. will truly be a culture extravaganza. This will be followed by the main event which will consist of dinner, dancing and entertainment. This is an invite-only event.
What's in your backpack? Acne Studios Style
Campaign #2
If you're wearing an Acne Studios product while backpacking through Western Europe like Joey from Friends, you can using the hashtag #acnetravelstories and tag @acnestudios on Instagram, to share your travel adventures with other travel lovers. The best travel stories will be featured on the Acne Studios Instagram page.
Acne Studios 'It Bag' The Acne Studios shopping bag looks beautiful when you're carrying it around town. This led us to thinking that this bag can be made into something more.
As part of a CSR Initiative, we are reinventing the Acne Bag by using repurposed fabrics and graphic details to make it more than just a shopping bag.
"An It Girl walking with an It Bag
Reinvented Bag Original Bag
Campaign #3
Dawning of Age Instagram Filter Preview
People can use this Instagram filter and tag Acne Studios to share their #DawningOfAge moment. Here's a preview of what the filter would look like! You can add your location on your Instagram stories and tag us @acnestudios, using the #DawningOfAge.
Recommendations for the brand
Interactive Retail Space It is highly essential to create an interactive retail environment, Acne Studios are known for using modern technology, Installing Kiosks or iPads where customers can browse all products and enjoy some interactive features. Rather than trying a number of products, they can just browse through and create their own style on the kiosks itself and see what suits them the best. QR code scanner to be installed for easy access at the store to the Look book.
Acne Labels, Tags and travel tags made with waste plastic, inspired by Josh Backwell Using Embroidery and Patchwork for texture play.
Acne Studios X
Collaboration
Acne Studios stores in collaboration with Bitmoji, will have a kiosk with a display wherein the customers can pick and choose from the range stocked in that particular store. Customers can create their own style and shopping just became fun!
Sustainable Approach Re-design store lightings:- Use of LED fixtures lights will return to 70% reduce on energy. Offer Eco- friendly delivery options- Eg: LOOP delivery service. Make it Plastic-free Environment. Revamp Second-hand
CSR Initiatives As a way of giving back to the community, Acne Studios wants to support the hands behind the labour that go into making the glam pieces you see on the shelves, by supporting them in any way we can. We would be introducing a number of schemes to protect and represent these craftsmen .
References Sam Trotman, [2021] https://www.wgsn.com/fashion/article/91498 http://www.whatmakesagoodleader.com/macro-environment-analysis.html https://www.acnestudios.com/uk/en/about/about.html https://www.bbc.co.uk/news/world-europe-17955808 https://tradingeconomics.com/sweden/unemployment-rate https://www.hrzone.com/hr-glossary/what-is-employment-rate https://www.statista.com/topics/871/online-shopping/#dossierKeyfigures https://www.shopify.co.uk/enterprise/ecommerce-fashion-industry https://www.electronicbeats.net/the-feed/instagram-nachtclubsberlin/ https://popupuau.wordpress.com/2012/07/11/michael-zobel-and-husam-el-odeh-for-acne-studios/ https://prezi.com/trfaalzaace2/acne-studio-final/?frame=343b318affda98db9a74356da7c6f30c4567b3ee https://www.theguardian.com/fashion/2018/oct/28/acne-studios-jonny-johansson-the-designer-who-started-millennial-pink https://www.gq.com/story/acne-studios-jeans-2019 https://sh3sacamill3ion.wordpress.com/2010/09/11/inside-acne-studios-headquarters-stockholm/ https://www.nssmag.com/en/fashion/26311/acne-studios-face-logo/image:343443 https://www.theguardian.com/fashion/2018/oct/28/acne-studios-jonny-johansson-the-designer-who-started-millennial-pink Phttps://www.theguardian.com/fashion/2013/jun/25/acne-10-things-fashion-brand https://tributetomagazine.com/meet-jonny-johansson-the-creative-mind-behind-acne-studios/ https://www.gq.com/story/acne-studios-designer-jonny-johansson-interview https://www.acnestudios.com/us/en/about/about.html https://www.vogue.com/fashion-shows/fall-2021-ready-to-wear/acne-studios https://issuu.com/sarajuhaniakova/docs/f_acnestudios_sara_juhaniakova_bafm https://www.acnestudios.com/uk/en/home Business of Fashion. (2017). Acne Studios Company Snapshot. https://www.businessoffashion.com/community/companies/acne-studios Grailed. (2018). The Minimal Maximalist: Jonny Johansson and Acne Studios . https://www.grailed.com/drycleanonly/jonny-johansson-acne-studios-master-class Andersson. H., & Robetson.F. (2008). Acne Jeans and Brand Associations – A study of the coherency between the brand identity and the brand image. Uppsala Universitet. GQ Style. (2016). Acne Studios Designer Jonny Johansson Interview. http://www.gq.com/story/acne-studios-designer-jonny-johansson-interview