TREND ANALYSIS
INGESTIBLE FASHION THE NEXT BIG THING IN FASHION
2015 - 2020 Glancing through the years.
Tr end REPORT
WHO WE ARE
CONTRIBUTORS ISHITA SANGHI NANDINI MITTAL RAAGINI GUPTA MANYA SACHDEVA SUKHBANI BHATIA DIVYA GARG RASHI GOEL
DIGGING UP THE PAST.
2015 - 2020 Gathering major headlines from the past that took place in between 2015 to 2020.
2015
KEY:
10 | TREND ANALYSIS
2015 TREND ANALYSIS | 11
2015 12 | TREND ANALYSIS
2015
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
TREND ANALYSIS
| 13
2015 14 | TREND ANALYSIS
2015
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
TREND ANALYSIS
| 15
2016
KEY:
16 | TREND ANALYSIS
2016 TREND ANALYSIS | 17
2016 18 | TREND ANALYSIS
2016
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
FINANCE & TRADE
TREND ANALYSIS | 19
2016 20 | TREND ANALYSIS
2016
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
FINANCE & TRADE
TREND ANALYSIS | 21
2017
KEY:
22
| TREND ANALYSIS
2017 TREND ANALYSIS | 23
2017 24 | TREND ANALYSIS
2017
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
FINANCE & TRADE
TREND ANALYSIS | 25
2017 26 | TREND ANALYSIS
2017
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
FINANCE & TRADE
TREND ANALYSIS | 27
2018
KEY:
28 | TREND ANALYSIS
2018 TREND ANALYSIS | 29
2018 30 | TREND ANALYSIS
2018
POLITICS
TERRORISM
NATURAL CALAMITIES
SPORTS
ECONOMIC
SCIENCE & TECHNOLOGY
FASHION
SOCIAL
ENTERTAINMENT
ACHIEVEMENTS
TREND ANALYSIS | 31
2018 32 | TREND ANALYSIS
2018
POLITICS
TERRORISM
NATURAL CALAMITIES
SPORTS
ECONOMIC
SCIENCE & TECHNOLOGY
FASHION
SOCIAL
ENTERTAINMENT
ACHIEVEMENTS
TREND ANALYSIS | 33
2019
KEY: POLITICS
TERRORISM
NATURAL CALAMITIES
SPORTS
ECONOMIC
SCIENCE & TECHNOLOGY
FASHION
SOCIAL
HEALTH
LEGAL
ENTERTAINMENT
34 | TREND ANALYSIS
2019 TREND ANALYSIS | 35
2019 36 | TREND ANALYSIS
2019
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
LEGAL
TREND ANALYSIS | 37
2019 38 | TREND ANALYSIS
2019
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
LEGAL
TREND ANALYSIS | 39
2020
KEY:
40 | TREND ANALYSIS
2020 TREND ANALYSIS | 41
2020 42 | TREND ANALYSIS
2020
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
FINANCE & TRADE
TREND ANALYSIS | 43
2020 44
| TREND ANALYSIS
2020
SOCIAL
SCIENCE & TECHNOLOGY
ENTERTAINMENT
TERRORISM
FASHION
POLITICS
SPORTS
NATURAL CALAMITIES
ECONOMIC
HEALTH
FINANCE & TRADE
TREND ANALYSIS | 45
SEGREGATION OF DATA
2015 - 2020 Segregation of the collected data in their respective categories.
SEGREGATION OF DATA
2
2016 1
2015 1. FASHION 2. POLITICS 3. SPORTS 4. NATURAL CALAMITIES 5. TERRORISM 6. ECONOMIC 7. ENTERTAINMENT 8. SOCIAL 9. SCIENCE & TECHNOLOGY
1. FASHION 2. POLITICS 3. SPORTS 4. NATURAL CALAMITIES 5. TERRORISM 6. ECONOMIC 7. ENTERTAINMENT 8. SOCIAL 9. SCIENCE & TECHNOLOGY
3
2017 1. FASHION/ BEAUTY 2. POLITICS 3. SPORTS 4. NATURAL CALAMITIES 5. TERRORISM/ MISHAPS 6. ECONOMIC 7. ENTERTAINMENT 8. SOCIALOGY 9. SCIENCE & TECHNOLOGY
6
4
2020
2018 1. FASHION 2. POLITICS 3. SPORTS 4. NATURAL CALAMITIES 5. TERRORISM 6. ECONOMIC 7. ENTERTAINMENT 8. SOCIAL 9. SCIENCE & TECHNOLOGY 10. ACHIEVEMENTS
5
5
2019
1. FINANCE & TRADE 2. FASHION 3. POLITICS 4. SPORTS 5. NATURAL CALAMITIES 6. TERRORISM 7. ECONOMIC 8. ENTERTAINMENT 9. SOCIAL 10. SCIENCE & TECHNOLOGY 11. BUSINESS
1. INTERNATIONAL AFFAIRS 2. FASHION 3. POLITICS 4. SPORTS 5. NATURAL CALAMITIES 6. TERRORISM 7. ECONOMIC 8. ENTERTAINMENT 9. SOCIAL 10. SCIENCE & TECHNOLOGY
TREND ANALYSIS | 49
TRENDS
SPORTS
POLITICS
TERRORISM VIRTUALITY
FASHION
SOCIOLOGY
ECONOMIC
SCIENCE & TECHNOLOGY NATURAL CALAMITIES
PATTERN IDENTIFICATION
2015 - 2020 Analysis of each category in detail to recognise various patterns emerging.
Politics Over the past five years India has taken its steps towards betterment of the political scenario. Gender Equality has been in the spotlight and a nation like India has also supported it. Women empowerment has also taken over the world be it the Prime Minister of Finland or in the Indian Parliament. Although the US suffered a lot under the presidency of Donald Trump. The ongoing situation of global pandemic has led to political distress all over the world.
Social The society became more accepting towards the LGBTQ community, same sex marriage was also legalized across many countries. People became more aware in terms of what they consume and also became more health conscious. A huge progress towards supporting women, and giving them equal rights and importance was seen. Movements like Beti bachao, beti padhao, equal rights to Muslim women, paid pregnancy leaves for women and #metoo movement took the limelight and moved in full swing. Not only women, but the Quota system was also revised. Theft, terrorism, plane hijackes, sexual assaults, deaths and attacks continue to rise at an alarming rate. India witnessed a once in a lifetime experience of Demonitisaiton, where 500& 1000 rupees notes were banned,and new currency was introduced. A significant rise of epidemics, pandemics and different kinds of viruses was seen over the years that affected human health a lot across the world.
Patte
Fashion
Sports
Giant steps towards gender neutrality were taken – LV cast Jaden Smith wearing women’s clothing. Fashion became more practical – Nike introduced their pro hijab to empower women athletes who find it difficult to wear it otherwise. Cotton gaining more popularity, especially amongst Indian customers, because of the comfort level it provides. Slogan T-shirts became popular. This shows how fashion is now becoming a medium to express and communicate yourself.
The Rise Of Women In The sports Industry; India’s tennis queen Sania Mirzacreated history by becoming the first female player from the country to win a women’s doubles Grand Slam trophy-Saina Nehwal has became the first Indian women shuttler-Sakshi Malik delivered India its first medal of Rio Games 2016-PV Sindhu became India’s first women to win an Olympics silver medal. Mithali Raj became 1st player to score 6000 runs in women’s ODI cricket. Cricket world cup 2018 has become one of the most exciting matches in history; 2 ties before getting a winner, England beat New Zealand. FIFA U-17; world cup held in India for the first time. Rohit Sharma became 1stbatsman to score 3 ODI.
Hollywood stepped out in Black to support times’ up movement at Golden Globe 2018. Hence, fashion is becoming expressive. Many brands went fur – free like Versace, Coach and Burberry.
rn Ide
Terrorism
Virtuality
From one of the warmest years, to a whole year and an ongoing pandemic, in terms of natural calamities these 5 years were a rollercoaster. With a significant rise in global warming, it leads to an increasing number of floods and heavy rainfalls across the world. The number of earthquakes and hurricanes that occur on an annual basis also increased a lot during these years. The year 2019, and 2020 witnessed a lot of natural disasters from burning of fossil fuels, to burning of the Amazon forests, cyclones, floods, volcanic eruptions and these caused a lot of loss of human life and nature.
The Entertainment Industry has registered an explosive growth since the last 5 years, following undeniable digital transformation in every aspect. From buying a newspaper to opening a news app on your tablet, from renting DVDs to streaming your favorite series on a smart TV, things have certainly changed. The digitalization of the media industry has been driven by changing consumer behavior and expectations, especially among young generations who demand instant access to content, anytime, anywhere. With instant gratification and convenience, we saw an absolute surge in the rise of amateur content creators, everyone is turning into a content creator nowadays. Personalization of content has seen tremendous growth within these years. In this cluttered digital space, the amount of new content published every week would take longer than a human lifetime to consume. Companies like Pandora, Spotify, freemium music-streaming service, gives users recommendations based on their listening habits to create its user base more effective and personalized.
Patte
Science Technology through the years have evolved a lot. In 2015, definitive signs of life were seen and further there were more explorations on it through the years. Also, it was seen that Net neutrality was supported by CEO of Google so that everybody has access to information. Many apps were coming up with more new features like WhatsApp and Hike. Many of the first’s news came up related to space missions. Technology was seen merging with sports, lifestyle, health and safety also there was a massive launch by Reliance by bringing Jio 4G network to which in 2017 and 2018 companies like Voda, Idea, Airtel saw downfall as how cheap services were offered by Jio. 2020 was seen more of technology and innovationbased year as the pandemic had hit and everything was done digitally be it exams, fashion shows. It could be seen that many of the innovations in 2020 revolved around the virus which had hit the world.
Economic Over the past 5 years India faced Increase in the GDP . 2015-16 was the time when India was achieving all its goals. Be it GPD, Employment rate everything was at a hick. PM Modi made a lot of Foreign Visits and improved India’s Foreign relations. Indian parliament passed a lot of bills including paid maternity leave, passing of GST bill. But towards 2020 and on top of it global pandemic made the world suffer. It led to crash of stock markets, GDP, unemployment.
rn Ide
KEYWORDS
2015 - 2020 Breaking down patterns further into various key terms, forming macro trends.
FASHION
POLITICS - Gender Equality - Women Empowerment - Global Pandemic has lead to Political Distress
SPORTS - Increase in Cricket Fan Following -Indian Female Players outshining all and setting new records.
- Practical Clothing - Gender Neutrality - Expressive Styling - Sustainability - Fur Free Clothing
SCIENCE & TECHNOLOGY -Net Neutrality - Successful Space Mission -Massive shifts from physical to digital platform
MAC TREN
CRO NDS
ECONOMIC
SOCIAL
- Demonitisation - Improved International Relations - Hike in Employment - Passing of GST Bill
-Health Conciousness -LGBTQ Acceptance - Schemes supporting women -Maggi Banned
TERRORISM VIRTUALITY -Content Personalisation -Instant Access to content -Partnersships - Rise of Amateur Content Creators
-Increase in Cyber Attacks -METOO
MIND MAP
2015 - 2020 All the categories, along with all the trends observed are categorised and linked.
MIND MAPPING
DATA ANALYSIS
VIRTUALITY
TREND ANALYSIS | 67
INFOGRAPHICS
2015 - 2020 A visual reprsentation of the information gathered.
EXPRESSIVE STYLING
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TREND A N A LY S I S
INGE STIBL E FASHION
EXPRESSIVE STYLING PRACTICAL CLOTHING
FASHION ACTIVISM
People shifted to more practical clothing as it allows you to do whatever you want without any hindrances.
People have started using fashion as a means of social change.
Eg- Rise in demand of sneakers.
Eg- Feminist slogan becoming popular.
COMFORT WEAR
HEALTH CONSCIOUSNESS
People started giving imprtance to their comfort while working as nobody wants clothes to be a disturbing element.
Fitness and well-being is of utmost importance as everybody is booming health conscious these days. People are demanding clothes that benefit their skin and is fashionable at the same time.
Eg- PJ’s in ‘work from home.’
78 | TREND ANALYSIS
Eg- UV Protection fabrics.
T-shirts
I N G E S T I B L E FA S H I O N TREND ANALYSIS | 79
CONCEPT NOTE : FUTURE OF HEALTH CONSCIOUSNESS-
WEARABLE COLLAGEN - People these days have become fitness freaks and very health conscious. - They wouldn’t want to wear something that is not giving health benefits to their body. - Since health and beauty is of utmost importance for everybody - Think of wearable collagen? - The world is mad for collagen as an ingestible beauty supplement.
TREND ANALYSIS | 81
ABOUT THE COLLAGEN “Collagen is a protein and is one of the main building blocks of our skin. It’s also found in our bones, tendons, and ligaments,”
A
s we age, our natural collagen production slows down. Dr. Dennis Gross, board-certified dermatologist, says, “A number of factors that slow collagen production include genetics, sun exposure, and aging itself. The only way to get more collagen into the skin is to apply topical ingredients that stimulate your own production of collagen. Collagen is boon for skin” Some famous beauty brands such as Loreal Paris, Dot n Key, Oziva etc, are launching amazing products having collagen in it. (Products that are available in the market; sheet masks, collagen night serums, collagen powder, collagen suppliments, collagen creams.)
84 | TREND ANALYSIS
TREND ANALYSIS | 85
COLLAGEN INFUSED PRODUCTS
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KEY FINDINGS - Collagen is the protein that binds tissues together to strengthen and tighten the skin — every day. - There are 3 different types of collagen in our body and all three have different functions. - Collagen peptides in the fabric fibres to help reduce dehydration, which leaves the skin feeling fresh all day. - The collagen also works as a natural deodorizer to suppress undesirable odour and body perspiration. - Collagen clothing is UV-protected with an SPF of 50, so you won’t have to worry about getting a sunburn. - The fabric feels incredibly soft, making a piece from the collection a worthwhile investment.
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-Human body contains 35% to 40% collagen. After the age of 20, the dermis layer produces 1% less collagen each year. At 20’s collagen production -10% , Skin thickness -7%, At 30’s collagen production -20%, Skin thickness -14%, At 40’s collagen production -30%, Skin thickness -21%, At 50’s collagen production -40%, Skin thickness -28%
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THE COLLAGEN COLLECTION - Buki is the first brand that launched collagen-infused fabrics (Buki which means ‘protect and defend’ in Japanese and refers to the fabric’s moisture-management, dynamic stretch and self-healing.) - Buki is urging women to swap their lotions and potions for wearable beauty with its new capsule range which is infused with youth-boosting collagen. - The Collagen Collection uses a beauty-inspired fabric to create high-end garments designed to moisturise and protect the skin. Unlike similar fabrics, which use topicallyapplied collagen, Buki uses technology to impregnate the protein into textile fibres. It has used this collagen fabric for a series of products, including a women’s scarf and pillow cover. - According to the brand, wearers will also benefit from UV protection up to UPF 50 alongside the clothing’s deodorising qualities. ‘BUKI define purpose as building wardrobes that benefit people’s everyday lives by combining state-of-the-art fibre technology with luxurious fabrics,’ says Joey Rodolfo, co-founder of Buki. ‘BUKI is excited to extend collagen from the health and wellness category to everyday sportswear.’
90 | TREND ANALYSIS
COLLAGEN PEPTIDES ANTI-ODOR PROPERTIES UV PROTECTION
TREND ANALYSIS | 91
MASKS - The most luxurious way to get some ‘beauty sleep’, whether it be at home or abroad, this revolutionary pillow cover and eye mask set is the perfect pick. Made with marine-sourced collagen peptides, they will soften and hydrate your skin while you sleep.
92 | TREND ANALYSIS
SCARF - Collagen scarf is a lightweight scarf for both women or men, made to moisturise and protect the skin.
TREND ANALYSIS | 93
MACRO DRIVERS
TREND ANALYSIS | 95
FACTS & FIGURES INFOGRAPHICS
VALIDATION POINTS 1. The world is moving towards no-makeup makeup,
people have started loving there in own skin. The effort from spending hours for makeup is now shifting towards spending hours doing skin care, doing research for what is best for your skin. Improving their skin, taking care of it, having a natural fresh looking face is what the focus is on , now. So, the importance of skin care is thus increasing as well. 2. Since clothes are considered as second skin, collagen infused clothes will act as one, but also make sure that the collagen levels in the skin is maintained. 3. With increasing importance of skin care, collagen wear is a great solution to a lot of problems which people face. It not only provides support and safety, but also nourishes the skin and provides it with the moisture it needs. Collagen infused clothing also increases the elasticity of the skin. 4. On an average, people moisturise their face and body 2 times a day. Even that sometimes isn’t enough for our body to maintain its collagen level. Also, not all moisturisers necessarily have collagen in it. Whereas, after an age of 22-25 years it is best if a person starts inculcating collagen
98 | TREND ANALYSIS
based products in their skin care regime. However, a person who is not known of this fact, might not inculcate collagen and his body will be collagen deprived. So, collagen wear is an extension to solution wear. 5. Now , talking about solution wear, we come down to a brand, which was launched about 2 years ago, and brought with it , a new approach towards shapewear. According to us, Skims was the best way to launch collagen wear in the market. We resonate with the brand, and it’s motto to provide Solution For Everybody, and collagen wear is nothing else, but that. With collagen wear, people have their solution to consuming collagen, from within their clothes. 6. A collaboration between Skims and Guerlain Cosmetics is what we found best, when it comes to introducing this collection in the market. This is primarily because, Guerlain cosmetics, being a skin care brand can provide with the production of collagen, and the brand has previous experience and expertise in the production of this protein. Not only that, but having experience of this protein might also help both the brands gain the required expertise to infuse collagen in cloth.
TREND ANALYSIS | 99
SKIMS X GUERLAIN
1
BRAND IDENTITY
Skims is a new focused approach towards solutionwear , and a great solution with smooth fabric, to enhance, lift and tone the body. The brand has signalled a buzzy new era for shapewear. It features nine shades and sizing from XXS to XXXXXL. Brand’s design emphasis on functionality and accessible casual style. Unlike any other shapewear, SKIMS provide a very comfortable feel and allows the person to look natural and confident.
Scan to visit the website.
TREND ANALYSIS | 105
BRAND DNA Skims is the culmination of Kim’s personal experience with shapewear as it was her own struggle to find shapewear that fit her well and comforatbly and is also fueled by her passion to create truly considered and highly technical solutions for every body, providingthe idea of body inclusivity. Whether the desire is to enhance, smooth, lift or sculpt, Skims provides superior options for all shapes and tones.
Scan to read in detail,
106 | TREND ANALYSIS
VISION Skims is Kim’s answer to shapewear that actually works. To provide the best shapewear and continue broadening the reach of “solutionwear”, while launching more casual wear categories. It’s vision is to tell people that people of any generation can wear it.
MISSION Skims aims to provide solution approach to shape enhancing undergarments.
BRAND USP “Solution for every body”
TARGET AUIDENCE Skims is accessible for all women with at least nine shades and an extended size range.
TREND ANALYSIS | 107
108 | TREND ANALYSIS
Geurlain, an exclusive brand from France, is one of the oldest cosmetic, perfume and skincare houses in the world. Since 1828, Guerlain has explored, innovated and perfected in fragrance, skincare and Makeup. The brand started with a perfume brand, much inspired by nature. Gradually, the love for beauty brought it to the skincare and makeup world. Since then, they offer an exclusive and a wide range of skincare products which are loved all over the world, and how. Some of these amazing products also possess anti-aging properties and work on different problems of the skin.
Scan to visit the website.
TREND ANALYSIS | 109
BRAND DNA Founded in Paris in 1828 by Pierre- Francois- Pascal Guerlain Since 1828, Guerlain has explored, innovated and perfected in fragnance, skincare and makeup. The brand has taken Nature and art as its insipiration and Culture & Beauty as its signature. Guerlain has been exploring the different facets of beauty since then to better sublimate women.
Scan to read in detail,
110 | TREND ANALYSIS
VISION The brand drive’s to become carbon- neutral, its investment in protecting the bee community and its focus on human and enviornmental health.
MISSION Guerlain strives to create perfumes, make-up and skincare products that fulfill their primary functions but also inspire emotion, suprise and wonder.
BRAND USP Guerlain doesn’t want to just help women look good but also want them to feel good about the process.
TREND ANALYSIS | 111
BRAND CAMPAIGN
SXG 112 | TREND ANALYSIS
- With SXG we bring to you, an exclusive range of loungewear , innerwear and shapewear. Keeping in mind the simplicity of ‘Skims’ and the luxurious feel of the brand ‘Guerlain’ , this collection is specially designed in a beautiful navy blue and a subtle gold colour. - With the launch of this collection, we are offering garments which not only gives you physical support but also have replenishing and nourishing properties. - These garments are infused with ‘Collagen’ which is an important ingredient for our skin. These garments helps our body and skin to regain the collagen levels that the skin might be deprived of. - While we are in our mid twenties, our bodies start getting deprived of this very important ingredient, and starts loosing its elasticity. - With this exceptional collaboration, we not only bring in good looking and beautifully designed garments, but also an easy and an effective way to regain the lost protein in our body.
TREND ANALYSIS | 113
IDEATION : Is Anti-Aging Clothing the Next Beauty Breakthrough? This new wearable collagen collection promises to plump the skin. The effect will never wash out or wear out; as the fabric is essentially crafted of collagen. Body – conscious silhouettes allow skin to absorb the collagen peptides that make it feel softer and plumper. We are launching with nine types of fabrics; from thermal – regulating fabric that keeps you warm in cold weather to a moisture – wicking, quick – dry fabric to dynamic stretch fabric that bounces back in shape. All our pieces are wrinkle – resistant, machine washable, breathable and sustainable. https://www.latimes.com/fashion/la-ig-buki-collagencollection-20180810-story.html
114 | TREND ANALYSIS
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SXG
2
BRAND ATTRIBUTES
SXG
VISION With Skims X Geurlain Collection, we are moving one step forward towards infusing collagen in the garments which not only nourishes the skin and improves its elasticity but also works as a great anti aging ingredient.
MISSION Skims X Geurlain cosmetics brings in an exclusive collection of loungewear, innerwear and shapewear which not only provide support, comfort and shape to your body but also has skin refinement properties in it.
Brand USP “Uniquely catering for your need”
TARGET CONSUMER - Our skin starts getting deprived of ‘Collagen’ around our midto-late 20’s. - This is when our product will come in use. So , our target consumer will be any person above the age of 25years.
TREND ANALYSIS | 119
SXG 120 | TREND ANALYSIS
KEY FACTORS FOR PROTOTYPE: - The collection consists of loungewear, shapewear and innerwear. While analysing trends , we came down to the observation that loungewear and comfort wear is most preferred by people. - Since the clothes are infused with collagen, it is best if the fabric is in direct contact with the skin, and is fitted , only then will the collagen come in contact with the skin and work. Thus, we chose to go for such body fitted silhouettes. - Keeping in mind the simplicity and the minimalism Skims as a brand follow, we’ve tried to keep the garments as minimal and simple as well. Also, to give it an exclusive view, we’ve incorporated the Colors of Guerlain cosmetics, i.e Navy Blue and Gold.
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PROTOTYPE
TA N K B O D Y S U I T
SPORTS BRA
SXG
FULL SLEEVES BODYSUIT
LEGGINGS
PP RR O O TT O O TT YY PP EE
VELOUR HOODIE
SPORTS BRA
SXG
T-SHIRT
LEGGINGS
PROTOTYPE
LONG SLEEVE
M O C K N E C K TA N K
SXG
WA F F L E L O N G S L E E V E
Launch Event Highlights (9th Sept’21) 1. Fashion show at 6 pm, on Pont Alexandre iii bridge, Paris, France. The fashion show will not only showcase the new collection, but also celebrate the World beauty day, as the new collection is all about ”healthy fashion”. 2. Kim Kardashian will also walk the runway as the show stopper, along with siblings – Kylie Jenner and Kendall Jenner. Many plus size models as well as petite size models will also rock the ramp. 3. Entire show will be ”live on Kim Kardashian’s Instagram handle”. (as it has a huge reach of 193 million people) 4. The audience will comprise of the entire VIP guest list as well as the press. 5. Cocktails and mocktails will be served to guests during the show, followed by an after party to wrap up the evening. 6. All guests will be gifted a discount coupon of flat 25% off on their first order. They can buy their favourites online and avail the benefits of the coupon.
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WHY PONT ALEXANDRE III ? - The bridge is known as one of most beautiful bridges in the world. - The collection, is an iconic launch in the history of fashion, so to suit the event, and its importance, the location will fit perfectly. - The future of clothing will be depicted, so the moment and the collection should be given the right amount of respect and attention that it deserves, so such a prime and prestigious location will be perfect for the launch. - The location will be booked for the private event, chairs will be placed on either side of the bride, facing inwards , where we will have the ramp. The models will walk through the same. - The fashion show will be followed by an after party, at the same location.
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SXG
AFTER PARTY - An after party will be organised on the cruise after the press conference to celebrate the launch in Kim’s style and also to mark birth anniversary of SKIMS. - The decor will be done in accordance with the S X G’s exclusive blue and golden aesthetics, and everything from food to photobooths will have customised S X G imprints. - No press: It will be a private party for the guest only. - Only stories will be posted to maintain the hype on the Instagram via Kardashian’s photobooths.
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COMMUNICATION STRATEGY 1. PR & PUBLICITY - PR Kits & Launch Event - Press Release - Fashion Show & Press Conference
2. ADVERTISING - Intriguing Banners with barcodes leading to promotional site. ( brand promotion accross all over L.A and Paris) - Advertising in SKIMS’s , Guerlain’s offline/online stores.
3. SOCIAL MEDIA - In today’s time, Social media is undoubtedly one of the most powerful platforms to reach the masses. Considering this, the main strategy would be to engage with people online through social media. The co – founder of Skims – Kim Kardashian – has a following of 193 million on Instagram. Various posts and stories about the upcoming collection will be put on her account as well as Skims’s account (following of 2.2 million) and Guerlain’s account (following of 1.3 million) on Instagram.
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- A separate account for the new collection is also created where posts will start going up almost 1 month before the launch date – 9th sept’21, world beauty day. h t t p s : / / w w w . i n s t a g r a m . c o m / skimsxguerlain/?igshid=u6okaznle62d - A video in which the co – founder of skims “Kim Kardashian West” and CEO of Guerlain Cosmetics “Veronique Courtois” talk about how their new collaboration on wearable collagen is going to be revolutionary for the fashion world, will be uploaded on Kim’s Youtube account (almost 1.8 million subscribers), on 9th aug’21 which is exactly one month before the launch date.
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ADVERTISING BANNER
134 | TREND ANALYSIS
INSTAGRAM POLLS
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GUEST LIST The VIP guest list will include the top prospects and customers of both Skims and Guerlain Cosmetics, celebrities and influencers, and ofcourse the media. Some of them are listed below :- Jessica Alba - Lindsay Lohan - Paris Hilton - Beyonce Knowles - Kanye West - Justin Bieber - Jay – Z - Nicole Richie - Chelsea Handler - Ciara - Nicky Hilton - Mary Kate Olsen - Brittny Gastineu - Sean Combs - Kimberly Stewart - Robin Thicke - Karina Smirnoff - Caroline D’amore
- Brandon Davis - Matt Leinart - Scott Storch - Rachel Roy - Lala Anthony - Blac Chyna - Sonia Rolland - Angelina Jolie - Khadijah Haqq - Fai Khadra - Gigi Hadid - Bella Hadid - Jaden Smith - Harry Hudson - Allison Statter
All guests will be gifted a discount coupon of flat 25% off on their first order. They can buy their favourites online and avail the benefits of the coupon.
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In frame: Chelsea Handler
In frame: Nicky Hilton
In frame: Sonia Rolland
In frame: Jessica Alba
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You are cordinally invited to the
SXG Exclusive Collection Launch Event at
Pont Alexandre III, Paris on
9th September, 2021 6 CET onwards
RSVP- Emily {0033-14072800}
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Invitation Soirée Privée
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PR PACKAGE
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WHAT’S INSIDE ? - ORCHIDEE IMPERIALE THE CREAM - ORCHIDEE IMPERIALE THE LONGEVITY CONCENTRATE - LOUIS ROEDERER CHAMPAGNE - S X G BODYSUIT - A BUNCH OF GOLD ROSES - INVITATION
SXG
SXG PACKAGING
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PRESS RELEASE
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POST LAUNCH 1. After the launch event, The entire catalogue will go live on the skimsxguerlain Instagram account, with a link beneath each article which will direct the potential customer to the website where they can buy their selected article from. 2. We will also feature photographs and videos of other celebrities as well as influencers wearing our collagen collection on our Instagram handle. 3. We will also be conducting a giveaway contest on Instagram, where participants will have to style the clothing pieces from the newly launched collection in their own fashionable yet comfortable manner and upload a photograph/video of themselves on Instagram and tag “skimsxguerlain”. Then Kim will choose 10 lucky winners who will be awarded with her favourite “Guerlain cosmetics surprise package”.
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