X Conscious S pr ing / S umm e r 2 016 Kat e Walker Alley Walls Heejung Kim Designer : Mat hieu Vaughan
Ambitio to creat novel express
ion te
Company Overview
Acne Studios is a Stockholm based fashion house with a multidisciplinary approach. Through founder and Creative Director Jonny Johansson’s interest in photography, art, architecture and contemporary culture, an alternative path has been found, turning Acne Studios into a wellrespected creator of ready-to-wear, magazines, furniture, books and exhibitions.
sion.
The collections are defined by Jonny Johansson’s signature juxtaposing design and attention to detail, with an emphasis on tailoring and an eclectic use of materials and custom developed fabrics. The collections cover men’s and women’s ready-to-wear, footwear, accessories and denim.
Demographics /// Psychographics
Men /// Women Age Range: 25-35 Single Bachelors Degree + $60,000 - $150,000 income/year Involved Graphic
in
creative
Design,
careers
Fashion,
such
Business
as and
Entrepreneurship, Advertising, Architecture, Interior Design, Editorial Design and Writing, Gallery Curation, Industrial Design, etc. Lives in an urban European location such as Stockholm, Amsterdam, London, Paris. Rides a Retrovelo (German Custom Bike $2,299) or of a similar kind of bike to work an around town Rents a studio apartment $800 -1000/month Acne customers can be defined as Succeeders, Explorers, and Reformers. Succeeders have a strong goal orientation and work ethic, confident, organized, and stable. They choose brands based on reward and prestige, and also attracted to “caring” or conscious brands. Explorers
have
high
energy,
love
the
experience, challenge, and new adventures. They’re the first to try new brands and items in style, and choose brands based on its individuality and uniqueness. Reformers are socially aware; they value time,
personal
growth,
and
independent
judgment. They are free from restrictions, antimaterialistic, but intolerant of bad taste and quality. Always curious and inquiring, they support new growth of product categories and favor simplicity where less is more.
X Conscious
The idea of taking an iconic piece of Swedish tradition and forging its way into the future via sustainable practices is the goal for Acne in this concept. Our team used a recycled black leather jacket, recycled
vegetable
tanned
leather,
which
avoids harmful chemicals in the dying process, and re-purposed wood to create the product for our sustainable footwear. Staying true to Acne and the brand direction, we developed a pair of shoes that is not only stylish, but also environmentally conscious.
The iconic Acne “blush pink” and “forest green” are used in this campaign to show the collaboration of a sustainable mindset with the original brand aesthetic. As mentioned before, the brand is constantly evolving, focused more to resemble Jonny Johansson’s
signature
“juxtaposed
design
and attention to detail.” People have said the brand mimics Scandinavian furniture design with its simplicity and focuses on fusing form and function into garments and accessories that work. Through the development of our reinterpretation of Swedish clogs, we want to present customers with a high quality product that is aligned with the original vision, yet keep customers aware that the Acne x Conscious shoes were mindfully made.
Process
Process
Website Landing Page / Content Page
Instagram Post Pre-Release / Post-Release
US/UK Postage PAID
X Conscious
To Resident 4 E. Jones St. Savannah, GA 31401
Mail Deliverable
Poster Design
Window Display for Acne Studios Storefront
Sources
Acne Studios Website - http://www.acnestudios.com/about Acne Studios Instagram - https://www.instagram.com/acnestudios/ Acne Studios Social Report - http://d3pfrs3be80x9y.cloudfront.net/Acne-Studios-Social-Report-2014-2015.pdf How To Succeed In Fashion Without Trying Too Hard (Wall Street Journal)http://www.wsj.com/articles/SB100014241278873246786045783404029 27911328 Acne Studios Reference ModemOnline - http://www.modemonline.com/ fashion/mini-web-sites/fashion-brands/references/acnejeans Acne Studios Brand Analysis - https://issuu.com/carlareinhard/docs/research_journal Psychographics Information - http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation. php#sthash.nFNT1wRD.dpuf
FASM 400 - Cont em porar y Issues in Fashion Prof essor Donald Levy