CWK1 ADOBE IN DESIGN Elsa Casals Mirรณ BA Fashion marketing & communication, Level 5, 2018-2019 Module: 5FAMK003C Visual and video techniques Subject: In design Teacher: Nicolas Godon
INDEX ANALYSIS:
- Corporate Profile ............................................................................................................5 - Market Position ..................................................................................................................9 - Current Situation ............................................................................................................10 - Communication Background ......................................................................................11 - The Message ......................................................................................................................12 - Target Market ....................................................................................................................12 - Goals ......................................................................................................................................13 - Inspirations .........................................................................................................................14
EDITORIAL: - Editorial Brief .....................................................................................................................17 - Stylist .....................................................................................................................................18 - Model Casting ................................................................................................................18 - Make-up and Hair ............................................................................................................18 - Preparation .......................................................................................................................19 - Time Schedule ................................................................................................................19 - Catalog .................................................................................................................................20
LOOKBOOK ......................................................................................................................36 WORDPRESS MINI SITE ..........................................................................................56 BIBLIOGRAPHY .............................................................................................................62
CORPORATE PROFILE About the Brand
The French fashion house Zadig & Voltaire founded in 1997 by Thierry Gillier has established a new idea of luxury giving life to a real community of loyal supporters. The brand name was an inspiration from Voltaire novel, “Zadig or the Book of Fate”. The aim of the French Brand is to create an exclusive and trendsetting fashion style for a Young and free generation that is openminded and normally in constant movement. The brand gained a trustworthy reputation for accessible high quality ready-to-wear style composed by jeans, boots or leather jackets and soon established a new meaning for luxury. Cecilia Bönström became the brand creative director in 2003, building up the rock spirit and bohemian style of the label’s iconic t-shirts and silky cashmere knits. Zadig & Voltaire wants to “offer collections based on wardrobe essentials with a modern twist, up-to-the-minute trends, a definitively Zadig stance, with bold accessories defining the look”
“Easy wear, easy life, easy luxury. This is Zadig!”
“Zadig &Voltaire has a strong DNA and today we are working more on that, base on the brand’s rocker chic sensibility, which includes symbols such as a death’s head, fallen angel, butterfly, crown, wolf ’s head and angel wings and product details such as exposed seams, elbow patches and zippers” Thierry Gillier
About the Founder The founder of the Brand, Thierry Gillier, is originally from a reputable textile city called Troyes, in France. With his father as the co-founder of Lacoste, he spent his childhood designing, making and trying on clothes, falling in love with fashion at an early age, he decided to make it his life. In 1996, he met Amélie who studied Sciences in Paris, but shared the same passion for textiles as Gillier. With the combination of his textile technique and her style and design, Zadig and Voltaire was born in 1997.
About the Designer Cecilia Bönström the head of design of Zadig and Voltaire grew up in Gothenburg, Sweden. She first got into fashion as a model when she was picked at an early age by Elite Agency. She moved to Paris, where she started her career as a model that last almost 15 years. In 2003, she had a huge revelation wanting to use her head in a different way and learning something. She wanted to work for Zadig and Voltaire, and suddenly she was hired as an assistant for Thierry Gillier. Three years later the French brand named her Head of Design for her hard work. When talking about inspirations, she loves observing people in the street trying to catch details and new ideas, also on Instagram, art books, and listening to music like Sia.
“Zadig & Voltaire is fashion for a girl that is active, a true girl in life, she works; she travels; she goes to school. She can be any age. I design clothes that are meant to make life easier for her.” Cecilia Bönström
VALUES ITED R FREE-SPI
INE N I M FE
FREEDOM YOUNG
D
IT N R E
Y
AL U S CA
CHIC
ROCK A TTITUD
E
ARTY
MO
TRENDY
OM
RT STYLE O F
C
PARISIAN
JUST 1 RULE: BE YOURSELF, COMPLETELY
I HOPE I THINK I KNOW
M
M
E OV
T
EN
Market Positioning Zadig business model mixes de codes of luxury and ready to wear clothes with the aim of creating a unique style with wardrobe essentials different than the others. The brand positioning remains however a touch below from the leading luxury label, as their creative director says: “the brand has never strayed from this course throughout its existence, it’s our strength: we have a unique positioning, between luxury labels and the more accessible ones, with clothes and accessories defined as ‘easy luxury’ (Cecilia Bönström, 2017)”. Zadig & Voltaire operates in the global fast-growing accessible luxury segment identifying the up-to-the-minute trends making them wearable by all women, men and children in their day to day life. The different stores of the brand are in premium locations and want to be outstanding in delivering an excellent personal shopping experience. Nowadays a number of flagships that opened in Europe are contributing to the lifestyle positioning and overall brand awareness of Zadig & Voltaire. “Zadig & Voltaire is not a brand built by a large group. It’s an authentic brand. There’s fewer brands like ours in the market and there aren’t many with this kind of global footprint. It’s taken 20 years to build this. I don’t think there will be many more brands like this because the world has changed so much. One reason for that is the brand’s positioning, which comes from Gillier’s passion for art and large collection and the way he infuses that into the stores. “ (Christopher Tate, general manager of Zadig & Voltaire U.S)
Current Situation Nowadays, Zadig and Voltaire has positioned itself as one of the leading brands in the world of fashion and accessible luxury. The brand is present today in 29 countries around the world and has more than 300 points of sale relying on a strategic distribution network, with a considerable amount of boutiques specially in France, United States, China and United Kingdom. The brand is nowadays offering their customers a wide variety of clothes, fragrances for her and for him, sneakers and different types of handbags. Zadig has an unusual marketing strategy, actually the brand has decided to offer six collections per year instead of the two traditional ones. This makes possible to offer even more new products to customers, and in particular to fashion enthusiasts who are always looking for new pieces. In October 2013, Zadig & Voltaire was officially selected to participate in the Paris Fashion Week of the same year, a blessing for the brand to become visible internationally and to truly earn the rank of “luxury brand”. Nowadays the brand has gone further and is now participating in New York Fashion Week. As Gillier said;”the show was very important. Fashion shows are talking to millions of people and give us the opportunity to talk to those millions”
On September of 2018, Zadig launched their new version of online shopping platform. Online sales currently represent 10% of the global sales volume, and their objective nowadays is to reach 20% between now and three or five years. Nowadays the brand is working on expanding the brand in Korea, on finding a major location in London and on opening shops-in-shops for handbags
Communication Background The communication of Zadig and Voltaire stays true to the brand essence that they want to transmit, basics with a rock and roll and free spirit feel. The company communicates with their consumers through their Website, their YouTube channel and their social media such as Instagram, Facebook, Twitter and Pinterest. Although, their Website, YouTube channel and Instagram are their main three channels to interact with their audience. Analysing their website, it is very well structured and organized, highlighting a section called “Zadig Background” which consist on posting weekly articles about the inside of the brand or about the brand icon garments. On their YouTube channel they engage with their consumers by posting 2 or 3 videos per month about the campaigns or the insides of the brand. When we look at the images they post on their social media they are brand/product orientated with a personalized communication, making use of photos of the design and inspirational images rather than a massive communication through celebrities and widely known models. Their strategy is based on delivering a luxury image and a high-end communication. The brand enjoys run over trends and for that, often uses celebrities for their communication campaigns. But Most of the times, they are not famous actresses or singers who are chosen, but rather they prefer “it-girls”, model, artists, etc. The choice of the brand is based on personalities that are somewhat different from the rest. These choices of muses bring an intimate and expert touch to Zadig & Voltaire. The house chooses its muse according to its personality or its work, to maintain itself in the unconventional and elegant spirit of the brand.
“Zadig is a lifestyle, a unique look, a feeling of freedom.” Cecilia Bönström
The Message
The Target
Zadig & Voltaire counts with a consistent and well managed communication, although the brand could go even further with their collections in order to be innovative and different. After analysing the whole content on their Website and social media, I found out that as their philosophy is based on easy luxury with day-to-day garments for women with a chic and casual style, there are some clothes that they are missing. What I mean by that is that as it is a huge brand It would be a good idea to create capsules collections based on garments that they still not produce like sport, lingerie, sleepwear and bikinis. To develop this new marketing strategy that I propose I choose to focus on a Sport collection as I think that are garments that can be use every week and also very useful. Nowadays, in the fashion industry is all about innovations, personalization and approaching directly the consumer, so the idea of creating a Sports capsule collection including an Editorial and a posterior lookbook will help to accomplish the objectives that I mentioned before.
Zadig’s main target market is directed to women with ages between 20 and 45 years old that search for chic and casual clothes but at the same time trendy, young and arty. Is a type of women that is interested to fashion and has knowledge about the latest trends so they want to dress with stylish and feminine well-made clothes. Someone who is active with an authentic attitude and historical bohemian spirit, who loves to take care about their appearance and stay fit by doing some sport. Women true to its roots with and urban, modern and artistic style attracted by elegance but specially for rock & roll. They belong to the upper middle or high class, with good jobs positions. They are independent and free spirited but enjoy being surrounded by the people they love.
ROCK YOUR BODY Goals
The main objective is to create a Sportswear capsule collection for those women that love training and exercise. I chose to focus the collection on healthy lifestyle in order to connect more with the brand target based on women who love to take care about their appearance. Moreover, their website and social media will add a section called “Rock your body� with information about a healthy lifestyle. The section will be designed with the objective of creating content such as different kind of exercises, healthy recipes and nutrition tips. Moreover, this will help the brand to engage more with their consumers, to attract more people interested in this type of information and to create more brand awareness and recognition. As out target is defined as women who loves to take care about their appearance, our mission is to encourage them to maintain a weekly routine of exercises in order to stay fit, to innovate new healthy recipes and to help them see that what really matters is to love and be just themselves. our mission is to encourage women to stay fit by doing some exercises a week, eat good food but healthy and to acquire a stable mind through meditation, mindfulness or yoga.
INSPIRATIONS
E D I T O R I A L
EDITORIAL BRIEF For the editorial the idea is to create a Sport Environment under Zadig’s universe. Is going to be a campaign that plays with the outside, the fresh air and the environment. However, will have a retro and old school touch and will be placed on tennis courts to play with the contrast of the light garments and the strong colours of the tennis fields and walls. The principal elements in the pictures are the model and the garments that she is wearing that will be highlighted by the use of effects mixing cold and warm tones together. I chose this location and perspective to combine the Parisian chic and classic style with the brand values such as freedom, arty and young.
STYLIST: ALEKSANDRA WORONIECKA Aleksandra Woroniecka is a French fashion editor and stylist who has worked as an editor in chief at Rebel Magazine in Paris for 5 years and also holding the same position for the BLKDNM Gazette. She also worked as a creative director for club Monaco and as a Fashion Director at M le magazine du monde. Currently she is working as a Fashion Director at French Vogue while maintaining all her consulting clients. She is nowadays very well-known, and we think she will fit perfectly for this editorial as her previous works share some of the values and essence of the brand.
PHOTOGRAPHER : HART LËSHKINA Hart Lëshkina are a directing duo visual art photographer that creates work that’s both evocative, intimate and indefinably surreal. Based between New York and Los Angeles, their works straddles the fields of art fashion, editorial and advertising with a unique sense of raw beauty that is brought to each project. The duo have collaborated with brands such as Nike, Uniqlo, Opening Ceremony, Calvin Klain amongst others. They have been published in magazines such as The New York Times: T Style magazine, US Vogue and SSAW.
MODEL CASTING: HADID SISTER’S
The models chosen for this editorial are the Hadid sister’s, Gigi and Bella. Both of them have already worked with Zadig & Voltaire and will suit perfectly for the editorial feel that we want to achieve. Their fresh, natural, feminine and sexy image fits very well with the brand values. Normally the brand prefers ‘It girls’ than celebrities, and also chooses according to their personalities, so Gigi and Bella are an ideal choice for this editorial.
MAKE UP: Anne Sophie Costa HAIR STYLE: Jawara
As it is a sport’s editorial, the make-up is going to be in golden and rose tones very natural, building a feminine clean and healthy skin look. As the shooting will be during the day, they will not be highly accentuated playing also with golden and brown tones. As there will be some sport hair accessories, the idea is to play combining hair loose looks with low pony tales.
PREPARATION To shoot the editorial campaign a previous preparation will be done. First of all, we will make a reservation of two courts in the Tennis Action Club located on the outskirts of Paris. Moreover, we will contact IMG Models to get us in touch with the Hadid sister’s that are both of them working in that agency. We will also hire the make-up and hair stylist artist that we chose and also some assistants to help. We will also book a catering with some food and drinks. Finally, we will also need speakers to put music that always creates a good environment and makes the work funnier.
TIME SCHEDULE All of the team will have to be in the tennis club at 10:00 am to start preparing everything, doing the make-up and hair-style of the models, preparing the camera and the lights and trying the models all the looks just in case there is something wrong. The shooting will start at 13:00 to take advantage of the midday light which is the best one for
the editorial feel we want to achieve.
LOOKBOOK The main idea of the lookbook is to focus the attention on the designs to give a closer look to the different materials, cuts, colors and shapes so the main elements of interest are the garments. This printing is going to be an exceptional one as it is a lookbook for a sports capsule collection, however the shooting will maintain the design almost all the usual seasonal lookbooks which are normally with a white background. The garments and looks that are going to be shown are going to be connected with some of the ones appearing in the sports editorial, so the idea is to create this lookbook as a sport guide depending on the exercise you practice orientating and inspiring consumers in their purchase. The lookbook is going to be available in all of the brand shops around the world.
WORDPRESS: https://rockyourbody.home.blog/ Mini Site: The mini site is going to be composed in four different pages where you can find: About Us: In this section there is an explanation of the content that will be in the page and the mission of the blog. Sport: In the sports section you will find tips and exercises that you can do at home or wherever you want, some articles and fashion sport looks. Food: The food section will be your guide to maintain a good nutrition routine with all types of recipes and diets. Mind: In the mind section you will find articles about mindfulness, yoga exercises and motivating texts.
YOUR
https://issuu.com/home/published/zadig_magazine?funnel=freeplan
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