YOHO|PUMA URBAN_NOMAD
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
A NUMBER OF P HAVE NO PERM BUT MOVE ABO ING TO THE SEA
THE DEF FINAL PROJECT
01/17
PEOPLE WHO MANENT HOME OUT ACCORDASONS
FINITION OF NOMAD URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
NOMAD CULTURE • Environmental concerns and nomadism • Distribution of resources in the new nomadic world • Access to resources and knowledge in the nomadic world • Sustaining and renewing materials {hybrid forms of technology} • Embracing the others • Nomadism and social responsibility • Concern about other than their selves • Inter-generational responsibility • Becoming the other: disconnecting ethnicity and identity from borders • Holding multiple loyalties based on ethics rather than nationality
FINAL PROJECT
02/17
THE NOMADS
“A NOMAD PROVIDES A BALANCE THAT COMBINES EXPLORING THE WORLD WHILE PRESERVING IT.“ URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
DESIGN AND EDIT BY IAN LU
YOHO|PUMA
When we looking at all the run way show of London. Most time we thoughts the London fashion is more conservative. But this time, we seen something different. Nomadic, a new trend based on gipsy and bohemia style. Making 2014 became a Nomadic Planet, nomadism should be environmental and ecofriendly. The nomadic movement are technology and borderless literal movement and wandering , or a hybrid of both forms of movement. To identifying the color for natural, the first color we come out is dark sea green. Then we found out light goldenrod yellow and medium slate blue. Those color are based on nomadism lifestyle and there movement. As we can see on the trend of 2014, the ice-cream color like green, yellow are still on the trend. And for the slate blue, they never disappear from the run way. the color will be dark sea green, slate blue, goldenrod yellow and Medium Orchid. This special journey also gives us the feeling like royal blue, misty rose and lemon chiffon. Those colors are also the trend color during 2014. You can see them in lots of show stage, such as Paul Smith and Burberry Prorsum.
FINAL PROJECT
03/17
NOMAD IDEALS • Live with less • Believe in a fuller richer life with nothing more than the contents of a single bag or suitcase. • Restless, always on the lookout for something new, something more, something else. • Ability to live anywhere provided you can support yourself. • New places are exciting, full of new people, ideas, sights, tastes, experiences. • You’re more careful about the physical stuff you bring into your life. • Without a lot of stuff, you can devote more time and attention to the things that really matter. • Keeping in touch is easy and cheap. With Skype, email, Facebook, and smart phones. • A nomadic lifestyle is cheap. When you’re not caught up paying mortgages and loans. • You learn a lot about yourself and the world around you.
NOMADIC JOURNEY • The nomadic quest to find an identity • The nomadic movement through space and time: (technology and borderless literal movement and wandering , or a hybrid of both forms of movement) • The nomadic inner spiritual journey for transformation
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
THE NOMADIC COLOR
FINAL PROJECT
THE NOMADIC JOURNEY
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
THE NOMADIC COLOR
THE NOMADIC PLANET
FINAL PROJECT
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
THE NOMADIC COLOR
FINAL PROJECT
THE NOMADIC ETHICS
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
THE NOMADIC PATTERNS
Super Scale Abstracts – Bold Shapes – Abstract Graphics – Tile Patterns – Graphic Motifs – Mosaic and Lozenge Patterns – Tonal and Monochromatic – Bold Lines – Solid Background Colour – Abstract Patterns – Precision Prints – Bold Graphic Shapes
FINAL PROJECT
THE NOMADIC PATTERNS
Abstract Paint Shapes – Off-set Placement Prints – Soft Shading – Collaged and Assembled – Appliqué Patchworks – Dots and Speckles – Standout Colour – Paint Splatters – Artist Canvas – Galaxy Star Prints
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
TARGET MARKET DEMOGRAPHIC
Age: 16~30 Gender: Male and Female Family Size: 1 Family Life Cycle: Young, athletic, stylish, trendy Income: 50,000-100,000; 100,000-150,000 and student occupation ProfessionalsEducation: High school, high school graduate, some College, College grad Religion: Open Race: Open Generation : X & Y
DEMOGRAPHIC
Social class: Lower-upper, Hihger middle, Lower middle Working class, Undergraduate class Lifestyle: athletic, strivers, stylish, trendy, edgy Personality: Compulsive, outgoing, ambitious
FINAL PROJECT
COSTUMER PROFILE
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
FINAL PROJECT
DESIGN AND EDIT BY IAN LU
STRATEGY MARKET PLAN PRODUCT THAT PERFORM
From July 2015 to October 2016, make a whole theme of sales concept based on nomadica on YOHOBUY.COM and YOHO app Introducing Nomadica as style trend on YOHO magazine, explaining the nomadic culture, ethics, journey, and planet Leading the costumer that known how rare the collection is, and PUMA SELECT is on the must buy list as a street fashionista Make a nomadica publicity twice a months, introducing the life of nomadic, such as burning man, new technology, etc Work with celebraties, and fashion blogger, make a Nomadica Theme photoshoot as the front page of YOHO magzine Create a product line based on Nomadica under YOHO! brand, matching with PUMA SELECT products Holding events based on Nomadica concept
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
YOHO|PUMA
DESIGN AND EDIT BY IAN LU
MARKET CAMPAIGN “JUMP OUT OF URSELF”
Create campaign based on the Nomadica, and use the “JUMP OUT OF IT” as a slogen of concept trough YOHO!, YOHO.COM and YOHOBUY.COM, both online and offline. Advertising a new life-style, being different after class, or after work. Through away your suits or uniform, get a PUMA SELECT sneaker on, and being a different “me” Make posters on YOHO!, YOHO.COM, YOHOBUY.COM, about being Nomadica and a different me. Holding running event, wearing PUMA SELECT, “JUMP OUT OF URSELF” T-shirt. Presenting a new, creative, and healthy life style.
THE NOMADIC JOURNEY
FINAL PROJECT
Ask customers to join the PUMA SELECT shooting, taking photos of their daily working outfit and afterwork nomadica outfits with Puma Select itmes, then upload those to YOHOBUY.com and take part in “The Nomadic Journey” tie-in dress contest. Set a special page in magazine and website for outstanding and popular candidates and voting system for the reader, set a price for the winner.
URBAN NOMADIC
DESIGN&MARKETING ANALYSIS
I.D.N MAGAZINE 2014 AW
FINAL PROJECT
DESIGN AND EDIT BY IAN LU
WESTERN BONIME
FSH 320: INTERPRETING & REPORTING FASHION
I.D.N MAGAZINE 2014 AW
FINAL PROJECT
DESIGN AND EDIT BY IAN LU
I WANT TO ACHIEVE ANTI-FASHION THROUGH FASHION. THATS WHY IM ALWAYS HEADING IN MY OWN DERECTION, IN PARALLEL OF FASHION. —YOHJI YAMAMOTO
THIS IS MY DREAM
Yohji Yamamoto, the most famous and successful Japanese fashion designer, keep writing his dark romantic story, In this documentary movie, you can see the real life and hear the real voice from Yohji’s deep heart. From Tokyo to New York, he never stop his steps, even there is a difficult time when he got bankrupt because of his design is too far beyond. In somehow, who said the genius life could be easy. Without those challenge, there is no way we can see the fabulous runway show today launching by Yohji. As a designer born after the big bomb in Japan, he sees through the world differently. Not in a harmony mood, only in a dark side. In this movie, you actually can feel the sprite of him, as an old man, still chasing him dream, stick to his concept, and pursuit his own happiness. He has his own definition of fashion, he don’t like the fashion in generally, he only care about the cut. That’s why the each of Yohji Yamamoto piece has different sewing techniques. Sometimes, fit your body perfectly, sometimes losing your body in much way, but for sure all in black. In this movie, you can see an old man all in black, with grey hair, cigarettes in hand. He seems have inspiration all the time. That’s Yohji Yamamoto, the god of black. WESTERN BONIME
FSH 320: INTERPRETING & REPORTING FASHION
I.D.N MAGAZINE 2014 AW
DESIGN AND EDIT BY IAN LU
I’M VERY DRIVEN BY WHAT I DO. I AM CERTAINLY VERY COMPETITIVE. I LIKE PEOPLE WHO REPRESENT THE BEST AT WHAT THEY DO. IF THAT TURNS YOU INTO A PERFECTIONIST THEN MAYBE I AM. — ANNA WINTOUR
ANNA WINTOUR
Who can say “No” to the real devil in Prada, I guess no one. The September Issue is a documentary film based on Vogue office. Hilariously, the movie is actually published after the Devil in Prada, a movie based on Anna WIntour, and after that movie, she decide to make her own movie in real Vogue office. In somehow, Anna is more tough and strong than Miranda Priestly. She is strict to everything; this powerful lady has her own theory of fashion. That is why we have the best issue every month. In the movie, the drama between Anna and Grace is absolutely fascinating. Those two geniuses work together for more than decades, they still argue with each other, they showing respect to each other, maybe Grace is the more weakness than Anna. But still they have their own concept they have to stick on, that is the reason why Vogue always in the peak of fashion industry. When Anna went to see the pre show of Yves Saint Laurent design by Nicolas Ghesquière. Her face was cold, Nicolas was extremely nervous. She just left one comment, “I don’t see any color.” And Nicolas was point out that winter supposes to be in dark somehow, Anna just refuses to give any comment, and even does not looking at him. In this pilot, you finally realize how powerful she is, and her own aesthetic is the trend for next season. Also when he asks the techy to photoshop the photographer’s body more slim. And Grace have a diiferent opinion that Grace thought, it is more nature to show the photographer in a real way, because not everyone in fashion should be slim like a model. However Anna was insist to her own opinion, and Grace finally step back. It is a movie that shows you how the real fashion world is. I have been watching this movie more than 5 times, every time after I watched it, I start think of myself. As a fashion student, no matter what, even a single stich, we have to make it perfectly and never give up you dream. And fashion is definitely something that I want to do for my whole life.
FINAL PROJECT
WESTERN BONIME
FSH 320: INTERPRETING & REPORTING FASHION
I.D.N MAGAZINE 2014 AW
G DRAGON
Karl Lagerfeld was saying that, “GD is the most suitable Asian boy in little Chanel black jacket. ” And yes, this new Korean fashion icon became so popular in the whole world, especial in Asia. G-Dragon is a famous singer, rapper and stylist, Korean based. Every single album he made, every single garment he wear always became the hottest item. You always seen this little young man in Thom Browne, Saint Laurent Paris, and Chanel. He wear everything differently. His famous makeup, tell the boy, that a man also can wear eye liner, and looks really cool. He change his hairstyle each month, every time he came out to the front of camera, he is in a new style, no matter where and when. He always in a delicate fancy look. He is the only Asian pop star that sign the contact with Chanel. He is also in the front role of lots of big brand’s fashion show. He make the Jun.J(Korean based new fashion designer) so famous, because GD wears his garment. That a young man, who is being himself, no matter what other people saying about him. He never give up, and keep chasing him dream.
I DONT KNOW WHY PEOPLE SAYING I AM STYLISH. I AM JUST WEAR WHAT I WANT TO WEAR. — G DRAGON
BEST MAN’S SKIN CARE BRAND
16/17 When we talking about the best men’s beauty product brand, the first thing come up from my brain is definitely Shiseido Men’s product line. Especially as an Asian, this Japanese brand make the best of the best Men’s skin care products. Shiseido as a most historical and successful skin care and make up brand in Japan. They even make the product for the Mikado, the emperor of Japan. You may think their product are super expensive, however, the prices are acceptable and adorable. For the whole set of men’s daily skin care for only 61.50 US dollars. Including a cleansing foam, moisturizing emulsion , shaving cream, eye soother, and a total revitalizer. Their men’s beauty product specifically formulated to target all sign of premature aging; fie lines, sun damage, blemishes, uneven skin tone and dark spots, firmness and elasticity. Stimulate skin cell turnover, strengthen your skin’s natural moisture barrier, increase collagen production, plump cells, moisturize naturally from within. More of the best: Retinol, Niacinamide, 3 different Vitamin-C Esters, 4 individual Peptides, Hyaluronic Acid, Squalane, and natural Jojoba and Apricot Kernel Oils. For all those benefit, the Shiseido for men’s absolutely the best men’s skin care product line. No matter the price or the function, one of kind.