LOEWE Sara Levy Sellares BA Fashion marketing & Communication, Level 5, 2018-2019 Visual and Video Techniques CWK1 Nicolas Godon ï‚· Word count
Analysis: Corporate profile Market positioning Now Communication Target The Message Objectives Inspiration
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Editorial:
Editorial Brief pg.14 Stylist pg.14 Models, make-up&hair pg.15 Photography&Art Direction pg.16 Location pg.17 Editorial pg.18-29 Lookbook pg.30-45 Website pg.46-49 References pg.51
Corporate Profile: Loewe was founded in Madrid in 1846 by Enrique Loewe Roessberg, making it one of oldest luxury brands in the world. In 1905, Alfonso XIII and Victoria Eugenia, the king and queen of Spain at the moment, prized the brand with the honor title of “Supplier of the Royal Court”. In consequence, the brand’s products become the ultimate symbol of elegance and refinement. In addition, Spain is a land with great culture and has had relevant artists like Velázquez, Goya, Picasso, Dalí, El Greco… As well as writers like Cervantes and García Lorca or filmmakers as Buñuel and Almodovar that increased the brand’s magnetism for consumers all over the world. From the 40s until the 70s Loewe’s windows became expositions of creativity, connecting art and fashion in a glorious way by the creative director back then, José Pérez Rozas. For Spaniards, Loewe means luxury and has always been related with female strength. Iconic products, like the Amazon bag or the silk scarves in vibrant colors, created in the past are still unforgettable. Just as the sense of touch and smell, vital for the company. In 1996 the LVMH group bought the brand and the traditional elegant touch is now infused with a modern and innovative characteristic creating designs referencing its heritage and craftsmanship.
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Market Positioning:
Now:
Loewe is a luxurious fashion brand, focused on apparel, shoes, accessories and perfumes. Is positioned in the Luxury Market, along with the biggest Haut Couture Houses. It has direct strong competitors as Hermès, Louis Vuitton, Dior and Prada and second level competitors, Carolina Herrera, Tous and Bimba&Lola. Currently, consumers are looking for an experience that links to their lifestyle, making it more nice, easy, comfortable and providing them with a sense of filthiness. Today, Loewe plays a very
important role in the luxury market, having presence in 32 different countries, with over 150 stores with more than 1,000 workers. The headquarters are located in Madrid and the subsidiaries in Hong Kong, Shanghai and Tokyo. Also, Loewe is a founding member of the association “Círculo Fortuny”, representing Spanish luxury worldwide. The main objective is to lead the luxury leather goods sector being social and environmentally responsible.
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Communication:
In the past years, Loewe has aimed to arrive to a younger public, positioning the brand as a world reference in modernity keeping their elegance, quality and luxury values. Some improvement have been made to accomplish the goal. Loewe has realized co-branding campaigns
with Mรณnica and Penelope Cruz among others to boost the sells and the brand. After being acquired by the LVMH group, the brand became global due to the internationality and opening of stores in Europe and the rest of the world. The challenge has been being able to transmit the origin of the brand, showing
the strong Spanish heritage. In 2014, after the arrival of J.W. Anderson as creative director, Loewe redesigned their graphic identity. Being this a part of the renewal plan to achieve a more modern image. Moreover, the packaging and logo have also been redesigned.
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Target:
Loewe has always been associated to the Spanish high social class, with bourgeois characteristics, being a conventional and traditional brand. However, since the brand become part of the LVMH group, the sign has been reinvented to attract new target markets. Aiming for a more younger and modern consumer, “the new luxury customers�, among those millennials. In addition, Loewe is also exploring beyond women clients, giving the same importance to mens and kids. On the other hand, the luxury consumer does not buy to satisfy primary necessities. Taking this into consideration, Loewe is also putting efforts to attract the medium social class, that aspire to acquire luxury products to gain prestige. It is also important to highlight that Loewe is understood as an elegant and loyal brand. In conclusion, the target market for this brand is evolving and will continue to change due to the actual luxury market conditions.
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The message: The message of the brand send through their previous communication is clearly related to the brands origin values trying to add innovation. Loewe has a strong heritage and traditional heart that can never be lost. Loewe’s goal is to dress the consumer in an elegant and stylish way, becoming a diverse and tolerant brand with everyone out there, staying loyal to their core values, creating durable quality items.
Objectives:
*Create garments for a larger range of consumers.
*Without losing quality, experiment with different materials and styles.
*Surprise the consumer.
*Escape being seen always so traditional.
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Inspiration:
The main source of inspiration for this communication and new collection proposal is the strong feeling of family, related to the essence of the brand. What is more strong than the love felt inside for family members? Loewe’s long history and traditions transmit a strong family connection, always staying in touch with their original roots. Loewe can be describe as a very familiar brand and this is the inspiration gathered when creating this collection. Further on, Loewe wants to get close to all type of families, not only traditional ones. As mentioned before, one of the brand’s goals is to satisfy a larger target market. With this new collection, variety, tolerance and diversity will play an im portant role. To achieve this main goal, it is crucial that the brand accepts and ack nowledges all family forms, giving importance to actual strong social movements.
“It is also a way of highlighting that while every family is different, we all have the same love and want the best for our children. There is no ‘normal’ family—all families are normal.” Lisa Montegue, CEO of Loewe
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What not to do:
The risk of this collection is mixing a traditional brand with such a powerful heritage with something very openminded and actual. It is important not to forget that since the arrival of J.W.Anderson one of the main objectives of the brand has been to innovate and keep up with the demands of the 21st century consumer, but never losing quality.
Editorial Brief:
Translate into pictures the new innovative approach of Loewe, showing their outstanding quality garments in different types of families. The photographies will communicate the elegance that characterizes Loewe in a sweet tone, showing that family love is the most important have.
Stylist: For this project, J.W.Anderson proposed the original idea and counted with Vanessa Reid as stylist. She is a fashion stylist consultant, living in London and her work is always very sensible, knowing exactly how to capture the emotions desired to express. She’s also known for being innovative and fierce. Without fear when proposing ideas that are totally the opposite of conventional. Being said all this, it is safe to say that she is the perfect match for this editorial.
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Models make-up & hair: The models are necessaries when transmitting the essence of the collection and describing the feeling of the pictures. Therefor the models chosen have a Spanish heritage, just like Loewe and live in a united family atmosphere. Furthermore, the first family portrayed is a gay couple of two woman with their two children and the second one two men with their kids, as well. All of them are chosen from the street, with no modeling experience to achieve a more natural editorial. Also, the finality of this campaign is to cover the objective of becoming a inclusive and tolerance brand in the eyes of the consumer and escape being always so traditional.
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Photography & art direction: Inez van Lamsweerde & Vinoodh Matadin are a Dutch fashion photography duo that have been working together for over 25 years. There work has been featured in important fashion magazines and advertising campaign, as well as producing their own independent work. They met at the Fashion Academy Vogue in their hometown, Amsterdam, where both of them initially studied fashion design. They have now been together, professionally and personally for almost two decades. They have photographed ad campaigns for very prestigious fashion brands including, Balmain, Roberto Cavalli, Chanel, Isabel Marant, Moschino, Lanvin, Louis Vuitton, Givenchy, Calvin Klein, Gaultier, Dior, Miu Miu, Gucci, YSL and countless others. They have also shot magazine covers and editorials for Vogue, GQ, V and many other publications. Their work is characterized by being of great beauty and technical perfection, creating in consequence images like authentic works of art.
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Location: For the first part of the editorial, the family will be photographed in their country house. The location being in the interior of Catalunya, more specifically in La Garriga. This will transmit in a strong way the feeling of tradition and family unity. For the second part of the editorial, the location is going to consist in a house located in Madrid. The aesthetics are going to be super natural and taking into consideration that the house chosen is actually the real place of the family portrayed, this feeling of authenticity is going to be easy to accomplish. The main goal when deciding both locations was to transmit the feeling of family love, the atmosphere in the pictures are aimed to cause a tender sensation and make the audience feel like at home.
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Editorial Preview:
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Family Martinez Godo wearing total look LOEWE (price upon request) in their home located in the beautiful interior of the Garriga
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Total look LOEWE 2019-2020 spring summer collection (price upon request)
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Total look LOEWE (price upon request)
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Total look LOEWE 2019-2020 spring summer collection (price upon request)
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Beautiful family portrait wearing total look LOEWE 2019-2020 spring summer collection (price upon request)
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Baby Max wearing beannie (80€) and polo (65€) from the new LOEWE spring-summer collection
Maria wearing beannie (80€) and polo (75€) from the new LOEWE spring-summer collection
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Sara wearing beannie (80€) and polo (75€) from the new LOEWE spring-summer collection
Ramón wearing beannie (80€) and polo (65€) from the new LOEWE spring-summer collection
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Beautiful family portrait wearing total look LOEWE 20192020 spring summer collection (price upon request)
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LOOKBOOK LOEWE SPRING/SUMMER 2019-20
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Minisite: Loewe and the family is the new website for this collection. Due to the fact that Loewe is aiming a new approach creating fashion seen as inclusive and tolerant the main objective of the minisite is to present random families that are not considered as “normal�. As seen, the two families presented are the ones photograhed in the editorial, the first one being a couple of two women with their two kids and the second one a couple of two men with their four kids. Initially the minisite will launch with these two posts and the idea is to go uploading content and presenting different families. As well, the clothes of the pictures are from the new Loewe Spring/Summer 2019-20 collection.
https://saralevydesign.wordpress.com/
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Homepage
Menu
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Blog
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1st post
2nd post
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References: Acnestudios.com. (2019). [online] Available at: https://www.acnestudios.com/ on/demandware.static/-/Library-Sites-acne/default/dwa10bfabe/categories/face/ projects/fw18/publication-5-d.jpg [Accessed 31 Jan. 2019]. AnOther. (2019). Loewe’s Ode to Constance Spry. [online] Available at: http:// www.anothermag.com/fashion-beauty/gallery/8516/loewes-ode-to-constancespry/5 [Accessed 31 Jan. 2019]. Design Scene - Fashion, Photography, Style & Design. (2019). LOEWE Spring Summer 2019 by Steven Meisel. [online] Available at: https://www.designscene. net/2018/09/loewe-ss19-steven-meisel.html [Accessed 31 Jan. 2019]. En.wikipedia.org. (2019). LOEWE (fashion brand). [online] Available at: https:// en.wikipedia.org/wiki/LOEWE_(fashion_brand) [Accessed 31 Jan. 2019]. extrema, E., Proust, C., roja, A., Venecia, F., MET, G., Reales, B., Letizia, R. and newsletter, S. (2019). Loewe adelanta su campaña para instalarse en París. [online] vf. Available at: https://www.revistavanityfair.es/lujo/articulos/campana-loewe-primavera-2019-steven-meisel-paris/31824 [Accessed 31 Jan. 2019].
Gettyimages.es. (2019). Loewe Fotografías e imágenes de stock | Getty Images. [online] Available at: https://www.gettyimages.es/fotos/loewe?sort=mostpopular&mediatype=photography&phrase=loewe [Accessed 31 Jan. 2019]. Instagram.com. (2019). LOEWE (@loewe) • Instagram photos and videos. [online] Available at: https://www.instagram.com/loewe/ [Accessed 31 Jan. 2019]. Loewe. (2019). Fragrance LOEWE 001 for men and women - LOEWE. [online] Available at: https://www.loewe.com/eur/es/perfume [Accessed 31 Jan. 2019]. Revista 192. (2019). Home | Revista 192. [online] Available at: https:// revista192.com/ [Accessed 31 Jan. 2019]. Sunchasers.sunglasscurator.com. (2019). [online] Available at: http:// sunchasers.sunglasscurator.com/wp-content/uploads/2013/12/inez-1.jpg [Accessed 31 Jan.
Fashiongear.fibre2fashion.com. (2019). President and CEO of Loewe Brand | Creative Director of Loewe. [online] Available at: http://fashiongear.fibre2fashion.com/brand-story/loewe/leadership.asp [Accessed 31 Jan. 2019].
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