Launching Reiss in a new market

SHOP REPORT

By Francesca Russo

In store experience

I visited Reiss stores in both Richmond and kingston. The womens section in both stores was well organized and clean. Products were mostly hanged and oranized by type of clothes. The various displays of sparkly accessories gave the store a more fun yet elegant look. This felt like entering in a high end store. Not many people in the shop but didn’t feel empty because of the soft background music, and the absence of disturbances allowes the costumer to focus and browse the clothes in tranquility.

The mens ection of both kingston and richmond stores well more quiet compared to the women’s evrything was layed out very neatly and color coordinated. The products were nicely spaced out which gave a sense of open air and space. Nothing felt out of place. Every product had a purpose and seemed essential for the layout of the store. The tie layout and the sit down area in the middle of the room made it seem af if we were entering a rich sophisticated buisiness men’s closet.

Timeline:

1971 creating by David Reiss as a luxury suit store for men in Bishopsgate.

1980 shop opening in Kings Road.

Late 90’s creating its own clothing brand and design.

2000 expanding into womenswear (luxe market).

2005 becoming a high-street fashion chain with 160 stores in 15 countries.

2007 transactional website in UK and opening of flag shop in Los Angeles.

2010 offering personal shopping and personal tailoring in flag shops.

2011 creating perfumes for her and him celebrating the 40th anniversary of the brand.

2020 launching athleisure collection

2021 creating children collection

2022 Next Plc equity in Reiss up to 51%

2022 Integrating of Next’s online systems, warehousing and distribution into Reiss’s proposition via Total Platform.

Brand Ethos

The brand image is luxury, classy, sophisticate. It embodies the idea of always being elegant and distinguished in any occasion – work, ceremonies, nightlife, sport and holiday. The brand offers a complete range of clothing and accessories that is aimed to meet the needs of those with a high lifestyle. It focuses on the quality of its products and services and the elegance of the design as well as its unicity and originality –“we believe in a life of authentic style that transcends fashion” (Reiss Manifesto). It aims to shape the style of a tastefully dressed middle class that stands out for its distinction and taste in details.

Adding dedicated impeccable services such as personal shopping and personal tailoring and a professional staff to its offer, the brand prides itself of being caring, professional, and trustworthy. It also focuses on values of tradition and inheritance while always being updated and modern. Its goal is to provide products that lasts over time and it is committed to pursuing “an ethical and sustainable management of its operations” (Reiss Editorial – Enduring Style). The brand seems to be strong in the way it is perceived by the public and in fulfilling its mission.

What does the brand sell?

Reiss sells high-end, contemporary designer clothing, accessories and footwear. It offers accessible luxury collections for women, men and children and an athleisure collection for men and women. The offer also includes personal shopping and personal tailoring services.

“A HANDBAG IS A WOMAN'S SECRET WEAPON, AN ACCESSORY THAT NEEDS TO BE HIGHLY FUNCTIONAL YET VERSATILE AND STYLISH.”

Proposition

“Tailored for modern living since 1971”

Functionality based product or aesthetic based product?

Reissproductcombinesfunctionalitywithluxuryandstyle - “wequestion non-functioningdesignfeatures”(ReissManifesto). Thebrandisengagedin offering a modernproduct,createdtolastovertime,knownforitsquality andvalue. Howeverthebrandisalsoknownforitsstylishdesign.

Reiss makes this proposition its motto, priding itself to offer modernity that stands the test of the time. Offering time-lasting classics with evergreen appeal, enduring style and modernity is what has allowed the brand to consolidate its position enabling it to create a real “Reiss Style” (Vogue UK, 1st September 2021) that differentiates the brand from the rest of the competitors – “embracing what identifies with our signature style and declining any idea that is not Reiss”. (Reiss Manifesto)

Brand USP – Unique Selling

Competitors

Keren Millen Ted Backer Brand Alley Moss.co Massimo Dutti Paul Smith Polo Ralph Lauren

Brooks Brothers Boggi Milano

Sandro

Kalvin Klein (athleisure)

Who are they selling to?

Reiss’s customers are aged between 20 – 60. They are either males or females who buy also for their children. They dispose of rather high spending incomes and they have a conservative, sophisticate style. Usually they live and work in the cities and they love to engage in a high-standing, busy life spending their spare time with people belonging to their inner circle of selected acquaintances and friends. They are active and love weekends and escapade out of the cities.

Usually they are ambitious, self-aware, conscious to belonging to a privileged social group. They care about their appearance. They are price conscious, quality conscious and fashion followers. They abhor fast fashion and they appreciate personal services such as personal tailoring and personal shopping.

They are online and in-shop buyers, they use social media and mobile APPs

Reiss

Reiss Spring Summer 2022

Spring Summer 2022

What communication tactics are used to engage customer? On what platform?

Store windows - Both the windows and the interior of the stores are large spaces minimally furnished in which the product emerges as the dominant factor. They reflect the characteristics of the product – stylish and quality. However, they miss the brand personality and their design is not always in synch with the targeted audience. They recall instead the large surfaces of the fashion brands such as Cos, &Other Story, Massimo Dutti.

Reiss Oxford Street London

Reiss King’s Road London

Cos Chelsea London Cos Regent Street London

Kingston store

Richmond store

Website - It has the same characteristics as the shops. It is minimal and lacks personality and originality. It has limited international visibility. Now, that it is integrated in Next’s IT platform, it should be more efficient in boosting customer experiences, detecting consumers’ new preferences and giving personalised recommendations.

Graphic campaigns - They reflect the image of the brand showing the aesthetic silhouettes of models in attractive landscapes and city-spots.

Reiss - XChé Campaign

Billboards reflect the brand image but their effectiveness is limited by the space they cover. They lack a message that can better fix the brand image in the memory of the targeted consumer.

Reiss youtube channel page

Campaign Videos - Reiss YouTube channel hosts the video campaigns and videos about the brand, style guides, interview and suggestions. (https://www.youtube.com/chann el/UChzSD5gAvapy2EQJAe6DWiQ)

Adverts and articles - in fashion magazines such as Vogue, GQ, The Times. They are mainly in UK magazines. Actually, the brand has not consolidated its international reputation yet.

https://www.gq-magazine.co.uk/fashion/article/reiss-che https://www.thetimes.co.uk/article/shop-reiss-our-new-guiltypleasure-79lt6sr8l https://www.vogue.co.uk/fashion/bc/reiss-celebrates-50-yearssignature-collection

Social Media – they promote the new collections and inform about the evolution of the brand and the company. They have a much lower number of followers than their competitors due to a limited expansion of the brand beyond the English-speaking market. Their content lacks information on issues that do not concern the product, such as exhibition, sports events …, but that can create a further connection between customer and brand. They also lack the support of a credible testimonial or influencers.

Twitter – followers 63.9K

https://twitter.com/reiss?lang=en

Instagram – followers 460.000 https://www.instagram.com/reiss/?hl=en

Facebook – followers about 310.000 https://www.facebook.com/Reiss/ LinkedIn – followers about 66.500 https://uk.linkedin.com/company/reiss

Pinterest – followers 56.000

Email Marketing

Celebrities wearing Reiss –they are an indirect way of communication Duchess of Cambridge, Tom Hiddleston, Eddie Redmayne, Emily Ratajkowski, Kylie Jenner.

Which communication tactic do you think is most effective and why?

The connection between the brand and its customers is the uniqueness of the Reiss style. So, the communication should focus on selling the kind of lifestyle the customer aspires to - the one of a successful, stylish people. Moreover, the brand has to consolidate its international reputation and expand its visibility abroad - beyond the UK and Ireland. I think that Reiss’s communication tactics that better fulfil this goal are:

YouTube channel because it is well structured, the campaign videos clearly reflect the image of successful, stylish people and recall the idea of the lifestyle to which potential customers aspire, enabling the brand to establish the link with its targeted audience.

Graphic Campaigns – because they clearly bring the message about the lifestyle the brand represent, the one its customers aspire to live. They are modern, attractive, evolutionary, international and they are customer centred. They are fashion.

is:

What the communication strategy has to improve

Finding a credible testimonial.

Expanding promotion tactics including sponsoring events such as sport events like horse ridings, golf tournaments or historic building renovations.

Expanding the shopping experience with offering drinks (Cartier offers Champaign) or hosting art expositions, as well as offering windows for products that embodied the same lifestyle of the brand, such as high design bikes and related accessories, golf equipment and horse equipment or beauty products.

Collaborations with no-profits and charities.

Market Launch table of contents

Research Into the the East and South Asian Market ………………………………………………………………………….. P 17

Reiss Brand values …………………………………………………………………………………………………………….. P18

East and South Asian regional market, costumers and online/offline shopping ……………………………………………… P19

Sustainability and stands within the market ………………………………………………………………………………….... P 20

Market segmentation …………………………………………………………………………………………………………... P 21

First Launch Idea ……………………………………………………………………………………………………………... P 22

Second launch idea ……………………………………………………………………………………………………………. P 23

Final and main Launch idea ………………………………………………………………………………………………….. P 24

Introduction to Mame Kurogouchi …………………………………………………………………………………………... P 25 Collaboration idea and Risks …………………………………………………………………………………………………. P 26 Budget and Prices ……………………………………………………………………………………………………………... P 27

Sustainability within the collaboration ………………………………………………………………………………………... P 28

Handbag trend forecasting ……………………………………………………………………………………………………. P 29 Visualization of the collaboration …………………………………………………………………………………………….. P 30

Space of Launch ……………………………………………………………………………………………………………….P 31 Visualization of space of launch ……………………………………………………………………………………………… P 32

Bibliography and references …………………………………………………………………………………………………... P 33

• Growing market:Globally the fashion market is expected to grow annually by 8.96%(2022-2027)particularly the luxury goods market is expected to grow annually by 5.25%(2022-2027)*.

• Driving market: The globalfashion market growth that is expected in the next years isdriven by East and SoutheastAsia markets.

• Opportunities:Mostof the fashion sales value is generated inChina64%of the global sales (2022).Asia-Pacific is the largest market of personal luxury goodsin the world-40%ofglobal share in the world (2022)*.

Reiss brand elements

Tradition: elements that recall tradition, continuity over the time, also pointing out where this tradition is from – For example, after the name of the brand it could be written: “London - since 1972” or “from London”.

Elegance: elements that recall style and exclusiveness such as an emblem or a distinguishable symbol over the logo. Symbols define the brand image highlighting the uniqueness of its products and make the brand distinctive.

Modernity: design that recall the brand innovation as an extension of the brand’s heritage. Elements such as a linear frame that represents a closure between heritage and innovation.

Heritage: elements recalling the high quality of the products. But also, the continuity of the brand’s values and the philosophy behind the story of the brand. Elements like the ones in former Prada’s logo where the coat-of arms and the sea knots symbolise that Prada was the official supplier of the Italian royal house or as the horse bite in Gucci. For Reiss could be the silhouette of the Tower Bridge

Reiss is London based and does not have any presence in the western world. It’s values of heritage and timeless fashion along with the classy and sophisticated aesthetic can be appealing to the East and South Asian Market. Furthermore I think mixing the conservative and classy aesthetic of Reiss with the innovative aspect of Asian fashion will be successful for both rand’s clients.

Main Regional Markets

• China and Japan more than half of the market value of the region.

• Japan:oneof the mostprominentconsumersfor purchases value (Japanese customers spend more)

• China:higher number ofcustomers (thelargest fashion and luxury markets in the region).

• China:youngfashion and luxury customers(boominginyounggenerationspending).

• China:Chinesecustomers buy inChina (government’s reductioninimportdutiesstricterregulation over trademarks and replica markets - movement restrictions)

Customers

•

•

Online - Offline Shopping

Offline shopping is still very important for the luxury goods market thanks to the luxury shopping experience and for the prestige and exclusivity surrounding this experience.

Onlineshoppingispredilected by youngercustomers. Luxury market isbecomingmore and moredigitalwith sales made throughonline channels escalatingin2022.

Online channels for luxury sales are e-tailers, brands’ websites, websites.

•

•

•

•

Sustainability

Why

Developing the Brand

East and South Asian Markets?

in

Actions targeting East and South Asian market are seen as an opportunity to expand brand visibility in a dynamic and growing fashion and luxury goods market. The presence of the brand in this geographical area concerns online sales through the brand website with dedicated portals for the different countries and several stores that are concentrated mainly in the Philippines and South Korea.

Although the Asian fashion market, with particular reference to luxury goods, is seeing an increase in online sales, the physical shopping experience remains important, especially for Reiss products known for their quality and for the personal services that the brand provides.

The Asian fashion and luxury goods market is led by a young generation of conscious consumers and they are very sensitive to the sustainability values promoted by the brands. Therefore, to develop the brand Reiss image in this geographical area, the commitment to sustainability is a determining factor.

Reiss is accounted to offer timeless products thanks to their design and quality. The brand promotes classicism and innovation and, at the same time, the use of top-quality materials so that its products can have an intergenerational life cycle. This plays into the brand image of sustainability that is established in the durability of its products but also in its commitment to educate its customers to keep the products in good condition over the time. The brand is also committed in progressively reducing carbon emissions as well the use of water and energy in their activities, promoting also transparency and traceability of the whole process of supply, production and distribution.

Stands

Fig 7 From Reiss sustainable manifesto

It is thought that a more widespread physical presence should develop the diffusion of the brand image in the East and South Asian market. The installation of stands offering a selection of the brand's products in luxury shopping malls in major Chinese and Japanese cities, as well as in Taiwan, Macao and Hong Kong, would create the strategical link between the brand and the audience through a targeted shopping experience for each regional market. Moreover, stand is more a flexible structure than shops and they have a less impact on energy consumption.

Fig 6

Fig 5 : from Reiss enduring Style and environmental engagement manifesto

Market Segmentation by Geographic Areas

The Asia region is the largest market of luxury fashion in the world it counts 40% of global share.

Market shares are related to four regions: China, Japan, South Korea and Rest of Asia. The Rest of the Asia is a particularly fragmented and differentiated market and includes countries such as Pakistan where the revenue for luxury goods is the lowest in the area.

According to data provided by Statista Research Department, the segments shares of the Asian luxury goods market are the following (30/6/2022):

China 45% Japan 24% South Korea 8% Rest of Asia 23%

China and Japan contributed to 69% of the fashion luxury market revenue of the region

In China consumers demanding fashion luxury goods come from different backgrounds while in Japan they come especially from the middle class. Younger consumers are helping to drive changes in luxury consumption and attitudes in all the area.

Market

Segmentation

by Type of Products

According to data provided by Statista Research Department, the segments shares of the Asian luxury goods market are the following (30/6/2022):

Eyewear 1%

Fashion 23%

Leather goods 21%

Watches and Jewellery 34% Cosmetics 21%

Most of Reiss' products fall into the Fashion and Leather good segments, which together make up 44% of the Asian market. Fashion and leather goods segment are expected to grow with the highest revenue percentage. Millennials and Gen Z are the driven force.

Consciousness in fashion consumers towards personal appearance is increasing. Online availability is increasing for all the products.

Market Segmentation by Gender

Fig 8: Reiss leather goods and accessories

The segmentation of the Asian luxury fashion market mirrors the global market one:

Fig 9: The Matsuya department store in Ginza, Tokyo

The female segment holds the largest market share.

The is a rising awareness regarding fashion trends among the women population in Asia.

Asian women are increasingly enhancing their confidence and appearance. There are more female fashion influencers on social media who drive the increasing demand for women fashion goods.

Advertising dedicated to women’s fashion is predominant.

First launch idea

When starting to think about how to launch Reiss in the asian market, the first idea that came to mind was to create a digital multiplatform campaign for the East and South Asian Market only and will be diffused across metropolitan cities such as Tokyo, Beijing and Hong Kong through Billboards, ads… etc as a form of promotion and advertising for the brand. This would be the idea with the lowest budget, as well as the easiest one to do. However it is also the least effective. It could however, have potential if another launch idea can be added with it.

Fig 10: visualization of what the camapin will look like displayed on the subway in tokyo. Collage made by me featuring Zola Zhang as the model for the Reiss campaign

Second launch idea

Adding on to the first idea, I wanted to tailor the brand image to appeal better to the launch market and display as Reiss pop up stores that will be installed in metropolitain cities in Asia.

Possible Colours for the pop up

Creating a new look for the brand and extended this look to all communication.

Define a style for the stores that recalls the distinctive features of the brand. Furniture and deco must show the colours of the brand, its logo and its symbols. According to the brand image the style must be linear but with character, it must be chic and modern. It must conjugate the tradition and modernity, heritage and innovation, it would be like a revisited art deco style.

Revising the visual identity of the brand to better reflects customers personality and desires and facilitate customers to identify themselves with the brand’s values and connect with it.

Reviewing the visual image of the brand by focusing on the aspects of the lifestyle expected by the potential target.

Changing the look and the feeling of the brand - logo, colours, lithography, photography for making the brand unique and recognisable by its targeted customers.

Getting rid of the anonymity finding a distinct trait that can be a colour or a combination of colours or graphic elements or symbols that are related to the values of the brand and become the leitmotiv of the brand communication (logo, campaigns, advertising, videos, website, app, stores, …)

Black Dark blue Purple Gold

Collaboration

A collaboration with a designer who is known in the Asian market would serve to consolidate the trust in the brand by Asian consumers and to create a link between Reiss, which is perceived as a traditional Western (English) brand, and the Asian creative universe known for its propensity to combine tradition and innovation. A more innovative design would also meet the preferences of young consumers who are the driving force behind sales of fashion and luxury goods in that geographical area.

Mame kurugochi

Objectives

My goal with this collab is to give the costumer quality products and must stimulate them to get involved with Reiss. In a way, the product must tell a story about the brand, and will correspond to the lifestyle that Reiss has embedded within it’s brand. Furthermore both Reiss and the chosen designer would heve the possibility to expand their opportunities and clients in the westerns and eastern world. Possible

According to their characteristics, Reiss’s customers aspire to a wealthy lifestyle, successful careers, luxury travels and holidays, a stylish house, a nice family, be part of a niche group of folks sharing the same interests, feeling comfortable in any occasion. My goal is to find a designer or a brand that would fit in well with these characteristics.

Susan Fang

designers to collab with:

Jason wu

Hui shan zhanc

Susan fang

Calvin Luo Ming Ma

Snow Xue

The brand was founded by Maiko Kurogouchi in 2010. It shares Reiss same value of a timeless fashion that uses craftmanship and high-quality materials. However, the brand is also deeply based on the Japanese traditions and style. As being committed to the creation of garments that are destined to last over time, the brand has gifted itself an image of sustainability that is perfectly pared with the Reiss brand’s.

The brand production is known for perfectly blending tradition and modernity. Kurogouchi collaborates with rural artisans using ancient techniques to create elaborate and modern pieces. She gets inspiration from ancient Japanese clothing, paintings and ceramics. Each collection is the result of research about historic styles, ancient manufacture and materials, such as hand-woven silk and traditional fabrics usually meant for kimonos.

Brand purified style is characterized by sober lines, fluid shapes, slender silhouettes and details that catch the eye like multi-coloured embroidery or the PVC shoulder bags. The designer is well appreciated in the area and abroad. She is the winner of the Fashion Prize of Tokyo in 2017. She has also engaged her brand in collaborations that have helped to develop its image – with Tod’s in 2020 for a capsule collection and with Uniqlo in 2022 for an innerwear and clothing collection.

Reiss by Mame kourugochi: A line of bags

Why make a line of bags?

I originally wanted to make an exclusive line of garments as a result of the collaboration. However creating a single type of products such as handbags is more focused and more direct and not as dispersive as garments which come with a lot more thinking (seasons, menswear, womenswear styles…). Therefore, this is better when launching in a new market. Furthermore, a line of handbags can be seen as a starting point for the launch of the brand and allows Reiss to avoid launching with a complex production such as clothes. Furthermore it is easier to capture the values and aesthetic of both brands in a line of accessories and consequently producing a collab that is true to both brands. Finally, this collab is aimed to launch for the Spring 2023 season, and will be displayed in a chain of department stores across the major cities; namely Tokyo, Beijing and Hong Kong

Fig 28 & 29: Reiss bags from the website

Fig 30 & 31 : Mame korugouchi bags from the website

Risks

While I think this idea is realistic and will be succesful, I also think that there are still some risks that both brands will have to take and will face. Firstly, positioning this collab in the high luxury market is dangerous as the prices of the bags will range from 300 to 500 british pounds which is considered affordable luxury. Therefore we must make sure that our competitors are not high end brands such as Dior or Luis vuitton; but more affordable luxury brands like Longchamp who still has stores in luxury department stores but its handbag prices are considered affordable luxury. In short, we must be careful not to position this collab in the high luxury band because of the risk that the market will not recognize the bags as luxury items (seeing that their prices are not as high), and consequently witnessing a lack of sales as well as failing to reach the needs of the costumers.

BY

Budget and Prices

Knowing that:

• Handbag prices will range from 300 to 600£ (equal to 2,581.5 -5,162

chinese Yuan, 50,078-100,213 Japanese Yen)

• Reiss Financials as of January 2022

Reiss’s turnover of 187.6m GBP, with a Gross Profit of 61% and a Operating Profit of 20%

• Interest rates in the area (China, Japan, Korea) range from 0% to 3.5%

Theoretically with an average of 400 pounds for a handbag, the operating profit is then around 80 pounds (equal to 13,358 Japanese Yen and 688 Chinese Yuan) which covers the finantial costs of investment. This is then more than enough to also cover the highest interest rate (3.5%) and afford the prices of the stands. Moreover, the operating income seems to cover the financial costs of the investment.

Sutainability in the collab

Following previous research, we have concluded that Reiss is commited to reducing their use of water and develop sustainable initiatives to reduce mass production and carbon emissions. Addistionally, the same could be said about Mame Kurogouchi who has yet to take action in sustainable approaches herself, but believes that fashion products are meant to last and have meaning in order to pass ideas to the next generation.

This aligns very well with the philosophy of Reiss and idea of garments that are made from quality materials and good craftmaship. As a result of these facts, this collab can be an opportunity for both brands to start taking these initiatives and develop their environmental engagement.

Ethics, Equality and Sustainability

The bags will be made as a result of an eco friendly production process. The foundation values of this collab correspond to engagement against constant consumption, massive financial investment and waste to minimise the impact on the environment. The production of a common manifesto from Reiss and Mame

Kurogouchi will hilight these points and will be Honest and transparent about the process of production and the supply chains. The products will be handmade or produced in the country of origin. No use of exotic leather or fur. No labour practices. Solidarity, diversity, inclusivity, unity and sensitivity are key to the collab. Also through charitable donations or inclusive hiring within the supply chains.

Fig 33 Reiss Sustainable manifesto.

What is going to be on trend next year?

Newest collection of handbags taken from the Bentalls shopping mall in kingston

For my primary research, I went to Bentall’s shopping mall to determine what next years' most dominant handbags trends will be. On the other hand, online secondary research allowed me to conclude that over the past 5 years printed bags, shoulder purses and studded/beaded bags have been in fashion. Furthermore when looking at what handbag brands are displaying for their newest collection, and looking at the ss23 runways and streetstyle, we notice that micro bags (that are used more as an accessories), as well as plush and fluffy totes (ex Marc Jacobs and Coach) are on going to be on trend for the next season. Using this trend forecasting technique, to predict what kind of styles of bags will be on trend for 2023 is important for my project because it will then help meet the needs and priorities of the target audience. Furthermore it will allow the brand to spend money on valuable resources in order to create a line of bag that will appeal to the targeted launch market.

Visual presentation of the launch proposal

As seen previously with the trend forecastiong, soft textured handbags are expected to be on trend next year.

Furthermore, looking at Mame Kurogouchi’ style of bags, we can see that she has already experimented with knitted and embroidered textures therefore similar materials will be a good idea since it’s innovative and coincides with Kurougochi’s aesthetic and could be somenting that her audience will appreciate. However these can seem as too trendy for the brand Reiss. Therefore I want to combine Kurogouchi’s soft textures with Reiss’s stuructured and classic shapes and make a line of purses that combine both brands’s DNA and values. This works well as we have seen before that classic handbag styles will be on trend for the launch of the collaboration.

Fig 34

Reiss and Mame Kurougochi’s own bags

Fig 35

Classic styles, structured shapes and neutral colors

Wider range of colors, original textures and fun shapes.

Visualization of the collaboration designs I came up with (Merging elements from both Reiss and Mame Kurogouchi’s handbags)

Visualization of the collab

Where will it be launched?

Fig 41

Fig 42 Fig 43

The idea is to display the bags as a pop up stand iside Beams Japan, one of Tokyo’s best known shopping retailer. Opened in February 1997, with the goal of be a culture shop and create and spread culture through the products it sells, Beams is a privately owned company headquartered in Tokyo. Today they have over 150 stores spread across Japan as well as internation store locations such as Hong Kong, Beijing, Taipei and Bangkok (which is where I would locate the other stands). International and Japanese labels are supplemented by in house label products.

Beams values the context behind the products and strives to share details on their background and origin. Furthermore over the course of the years, Beams earned a reputation for cross brand collaboration which makes sense as to why the Reiss x Mame Kurogochi stand would be in there.

Fig 38 Fig 39

Fig 40

Pictures of the Reiss pop up in Bentall’s kingstion

The cultural philosophy of the brand and the international aspect of it, is why I think Beams would be the perfect retailer to display the collab in. Furthermore, it is a very reconizable fashion retailer both in Japan and in the western world which is ideal for the launch of a western brand such as Reiss.

Visualization of the Reiss by Mame Kurogochi

The pop up would be similar to the Bentall’s one (Fig 41,42,43) but the collaboration of bags will be displayed at the front visible to everyone walking past. The wall with the collaboration name will stand behind the stand displaying the bags (Fig 44). The collab will be called “Reiss By Mame Kurogochi”. The picture on the left illustrates the final mockup that I made of the stand in the Beams department store in Tokyo Beijing and Hong Kong.

BY BY

Reiss Stan in Bentall’s Kingston.

References of images

:

Achim, A.-L. (2021). These Western Brands Are Winning China’s Local Markets. [online] Jing Daily. Available at: https://jingdaily.com/western-brands-winning-china-localization-gucciburberry/.

Görke, L. (2022). The 6 Biggest Bag Trends That Will Define 2023. [online] SACLÀB. Available at: https://saclab.com/bag-trends-2023/.

Mame Kurogouchi. (n.d.). MameKurogouchi. [online] Available at: https://www.mamekurogouchi.com/en [Accessed 14 Dec. 2022].

Nast, C. (2022). Street Style’s Most Wanted Bags of Spring 2023. [online] Vogue. Available at: https://www.vogue.com/article/street-styles-most-wanted-bags-of-spring-2023.

Paris Fashion Week. (n.d.). In the Light of the Moon: Interview of MameKurogouchi–Paris Fashion Week. [online] Available at: https://parisfashionweek.fhcm.paris/en/in-the-light-of-themoon-interview-of-mame-kurogouchi-2/ [Accessed 14 Dec. 2022]. pomanda.com. (n.d.). Here’s what I just found on pomanda.com- reiss-limited. [online] Available at: https://pomanda.com/company/02655347/reiss-limited [Accessed 14 Dec. 2022]. Statista. (n.d.). Luxury Goods -Asia | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/cmo/luxury-goods/asia. tradingeconomics.com. (n.d.). PAGE NOT FOUND. [online] Available at: https://tradingeconomics.com/country-list/interest%20rate?continent=asia [Accessed 14 Dec. 2022]. www.beams.co.jp. (n.d.). History | BEAMS. [online] Available at: https://www.beams.co.jp/global/about/history/ [Accessed 14 Dec. 2022]. www.reiss.com. (n.d.). REISS Enduring Style Manifesto -Environmental Management and Sustainability Commitments 2020. [online] Available at: https://www.reiss.com/editorial/enduring-style.

Fig 0: Shushu tong ss20

(https://www.showstudio.com/collections/spring-summer-2020/shushutong-ss-20)

Fig1: https://www.statista.com/topics/8454/luxury-goods-market-inthe-asia-pacific-region/

Fig4: https://www.vogue.co.uk/article/chinese-influencers-to-know-now

Fig 9: https://theculturetrip.com/japan/articles/tokyos-7-best-menswearshops/

Fig10: https://www.metro-ad.co.jp/en/media/ and https://www.vogue.co.uk/article/chinese-influencers-to-know-now

Fig 13: https://www.theenglishhome.co.uk/1920s-style/

Fig 12: https://www.livingspaces.com/inspiration/ideasadvice/styles/what-is-art-deco-a-peek-into-1920s-style

Fig 19: Calvin Luo ss22 (https://www.vogue.com/fashionshows/spring-2022-ready-to-wear/calvin-luo)

Fig 20: Susan Fang fw 2022 (https://www.vogue.com/fashionshows/shanghai-fall-2022/susan-fang)

Figs 2,3,5,7,8,14,15,16,28,29,32,33,34,35 : Reiss brand imagery (https://www.reiss.com/womens)

Figs 17,18,21,22,23,24,25,26,27,30,31,36,37 : Mame Kurogouchi brand imagery (https://www.mamekurogouchi.com/en)

Figs 38,39,40: Beams brand imagery from the website (https://www.beams.co.jp/global/) All other images are my own.