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I N D E S I G N B Y
P R O J E C T
A L E K S A N D R A P A V L O V A
B A F A S H I O N M A R K E T I N G D C O M M U N I C A T I O N L E V E L
A N
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2 0 1 7 - 2 0 1 8 N I C O L A S
G O D O N
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C O N T E N T S :
A B O U T
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T H E
B R A N D
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E D I T O R I A L
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L O O K B O O K
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M I N I S I T E
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B R A N D R E S E A R C H
B A C K G R O U N D S
S T R A T E G Y
The brand was established in 1996,
The brand is known for making very
and has taken off in Sweden. The
loud and principled aesthetic deci-
company in control of it is pri-
sions and resorts to signature mar-
vate, and consists of under 1000
keting tricks, which are recognis-
employees. They have over 40 stores
able in the market. Secondly, they
worldwide, with the flagship stores
have very strong brand equity, which
in Stockholm, Paris, London, New
means that the brand is not very well
York, LA, and Tokyo.
known by everyone, but once
Through founder and Creative Direc-
someone finds out
tor Jonny Johansson’s interest in
about it they’re
art, architecture and street cul-
hooked. This can
ture, an alternative path has been
be seen as both
found, turning Acne Studios into a
a strength and a
well-respected creator of ready-to-
weakness.
wear for men and women. 6
The name Acne itself stands for the Ambition to Create Novel Expressions, which is simultaneously the brand’s slogan. The name comes from the multidisciplanory approach, supporting that there is an inverest in every artistic craft, including photography, architecture, film, contemporary art, graphic design, and culture, which is where the roots of the brand go back to. 7
“Ambition to Create Novel Expressions”
I
f o n d
t h e
y o u t h ‘ s
o f
l u x u r y
t o
e x p l o r e
w e
d i s c o v e r d e d
S t u d i o s a n
s t r i k i n g i t .
W e
a n d
b a c k
t o
a n d
w a r d r o b e
c a l e n d a r
-
T h e
F a b r i c s
c o l o u r
i n c l u d e
t e r r y c l o t h , a n d t r e a t m e n t s
o f
t h e
b u s i n e s s ,
l e i s u r e .
w i t h
A c n e
f o r
t r a v e l l i n g ,
c l a s s i c
w h a t
c r e a t e d
p a r t i e s , i s
w a n t e d
b r o u g h t
u n i v e r c e
e n t i r e
s o c i a l
r e l a t i o n
a c i d
a n d
p a l e t t e a c c e n t s .
s i l k ,
s a t i n ,
d i f f e r e n t
l e a t h e r .
- J o n n y J o h a n s s o n ,
2 0 1 5
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M A R K E T
P O S I T I O N
Acne belongs to the market of luxury and high fashion, and competes with brands such as Celine, Viktor & Rolf, Alexander Wang, The Row, All Saints, Carven, and other alternative high end designers. Within the positioning of the brand there are a few main elements which differentiate them for the others and can act as the competitive advantage in the market and make Acne unique. As well as this, the brand has had multiple collaboration with artists and designers which represent recisely the essence and core of Acne, such as milinalism, attention to detail,
and creativity in
the apprich to style.
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T A R G E T Overall,
Acne want to communicate a
brand identity that shows the symbolic value as individuality, innovative style and high fashion, all while high fashion is represented to a great extend. As for the actual target of the band, Jonny Johansson has reviewed the audience they aim for as a brand himself in one of his interviews. The general, the
demo-
graphic is between 25 and 35 years of age, and includes equally men and women. Jonny Johansson himself views the customer as “a person with an independent personality with a high level of income, for whom self-investment is a priority in life. They live in big cities, and work in fashion, art, architecture, design, and other creative industries. They are liberal, open minded and educated�. 12
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C O M M U N I C A T I O N As for the media communication, the mein differenciation of Acne from other brands is that they do not advertise in fashion magazines, and the message of the brand is constitured throught to the customers throufht the product itself and it’s added values. Acne believes that traditional advertising osly hurt’s a brand’s relationship with the consumers, and ruins a more human approach to communication. One of the only means of media that Acne features in is their own publications called “Acne Paper”, which is a biannual large-format magazine, the main focus of which is fashion and photography.
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A n o t h e r
a s p e c t
b r a n d ’ s
c o m m u n i c a t i o n
a p p r o a c h c o l o u r i s
i s
a
f o r
m a k e s
i t
A p a r t
f r o m
t h a t a n d
r e c o g n i s a b l e . t h e
i c o n i c
c o l o u r
p a t e n t e d
b y
A c n e ,
h e r e
o t h e r
a r e
t h e
b r a n d ’ s
c o l o u r
s c h e m e .
A l l
o f
t h e
a r e
p a s t e l
d o w n
s h a d e s b a s i c
c o l o u r s a n d
s h a d e s ,
c o m p l e m e n t o r y o t h e r .
i t
t h a t
b e i g h e - p i n k
o f
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t h e
s p e c i f i c
s c h e m e
k n o w n
o f
u s e d
t o n e d
t h a t t o
a r e e a c h
E X I S T I N G C A M P A I G N S Regarding the previous campaigns, Acne does usually makes them for each new collection, however they do not use these imagery for massadvertising, but more so for instore communication and social media, as well as ATL traditional advertising, such as posters and billboards in large cities like New York, London, and Paris. Since the biggest part of the
S/S
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brand’s visuals DNA is minimalism and modernisn, the communication through the visual medias keeps the same aesthetic. On social media, Acne displays their latest campaigns and collections, as well as the featured fashion shows and events. 18
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S P I N G / S U M M E R 2017
S /S 1 6
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Another big campaign that is worth pointing out to represent the brand’s unconventional vision is the SS’16 campaign in collaboration with the surfer Robin Kegel. He created graphic prints for the collection, projecting his surfboard designs onto predominantly jumpsuits and cashmere sweaters. The campaign was photographed by David Sims and styled with sunglasses, patterned suits in an urban surrounding. “I’m obsessed with surfing, and have long admired Robin and his aesthetic. The campaign images were shot in Robin’s studio in Biarritz with David Sims, who is also a surfer. We spent some wonderful days there, both surfing and creating the campaign.” - says Jonny Johansson. 21
C O M M U N I C A T I O N
T A S K
The communication proposal for the brand’s new editorial and lookbook will be based on the idea of “going back to the roots” and the brand’s origins and highlighting the relation of Acne to art and craftmentship in general, as it was at the strat of it’s existence. It is natural for Acne to come out with a new creative idea for it’s comminication, and at times even suprising for the industry, which will be one of the aims of the new content. “Bending the rules” of fashion through art will be done by showing a new and uniqlue lookbook format and pushing the established boundaries of the presentation of clothing through those channels.
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W H A T
N O T
T O
D O
Even with this new updated approach to communication the brand can’t become unrecognisable. A mistake will be made is the existing customers get a feeling that the spirit of the brand has trasformed into a completely different way of communication compared to what it used to be. This can lead to a loss of trust and the brand vision, which could lead to unreversable consequesces for a brand like Acne that has a very storng brand personality. Therefore, sertain obvious elemts such as the clothing itself, Acne’s signature colour code, and the aesthestic vision should be ensured to be kept.
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I N S P I R A T I O N The source of inspiration for this editrial can be most obviously found in already existing art, but also in nature. The inspiration here does not nesessarily come from the work of other brands and designers, but more from the nature, creation and the process of interprirartion of forms, such as clothing in this case, into something different, in which each person would see something uniqlue to themselves. Playing with forms and layers can lead to the discovery of more complex images that are more interesting for the viewer to explore and look at, as, at it’s core, the editorial has to be eye-catching are memorable.
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E D I T O R I A L T h e a s
e d i t o r i a l
I D E A
a
p r o d u c t
u s i n g
t h e
w i l l
o f
o r i g i n a l
t r a n s f o r m i n g
T h e
f o c u s
t h e
f a b r i c s ,
t h e
v i s u a l
o f
o f
i m a g e s
w h i c h
p h ot o g r a p h s . E a c h
c o l o u r
o f
t o
l o o k w i l l
r e l a t e d c r e a t e
t o
p r o t e c t
a n d
a n d
b e
t h e
a o f
h e r
w i l l
b e
a n d
s c h e m e
m a k e u p . a
W i t h
e a c h
q u o t a t i o n
p e o p l e
p a r t i n
o w n
c h o s e n ,
o u t
t h e
a s s e m b e l d
t a k e
f i n a l
b e
c o d e
o n
a n d
h a v e
e m p o w e r i n g
t h e i r
i d e a s .
w i l l
p i e c e s .
f a l l
t h e
s c e n e
m a t c h i n g
i m a g e
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o w n
o f
m a d e
e a s t h e t i c , t h e
w i l l
w i l l
p i e c e
a r t
m o t i o n
m o d e l s
a r t
i t ’ s
i n t o
c o m p l e x i t y
e a c h
-
p h o t o g r a p h s
l a y e r s ,
S i x
g i v e n
m e d i a
t h e m
t h e
p i c t u r e . s e p a r a t e
p r e s e n t e d
m i x e d
a n d
o n e
b e
a r t ,
a r t i s t i c
t o a n d
v i s i o n s
M O D E L S
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The models who will work for this project for Acne are Stella Lucia, Kaia Gerber, Alice Glass, Molly Bair, Lee Chaerin, and Anna Ewers. The models who were chosen for shooting the editorial were selected throught their relevance to the aestetic of the brand, as well as the fashion indusry in general. These models are also used due to each one of them being seen as not just models, but as artists or influencers (for example, CL is a k-pop star,
Alice Glass is a
singer), in order to exhantuate the idea of the editorial being focused on art and self-expression.
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S T Y L I S T The stylist selected for this editorial will be Celestine Cooney, who is a London-based stylist and fahion director. She has been working with Acne previously, and her creativity will be a very good fit for this shoot. She can make the clothes stand out thought the complexity of the images that will be created, at the same time bringing light to their other elements. Her own effortless and chic but very thought through style can be intergated well into the vision for this editorial, and her attention to small elements in the looks will help to achieve the perfect picture.
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P R E P
&
T I M I N G
L O C A T I O N
The editoral will be shot in a
Each day of the shoot, 3 of the
studio in Paris over the course
models will be shot over the
of 2 days. The 6 looks used will
course of 4 hours each, in order
be assembled prior, and the models
to achieve the perfect image. The
will be brought to the location 4
editing of the photos after the
hours in advance to get the hair
shooting will take plce over the
and makeup done.
course of the next 2 weeks.
D I R E C T I O N
P O S T - S H O O T I N G
The shooting will be directed by
After the shooting, the imag-
the Acne team and the results will
es will be looked through and the
be approved by Johansson.
ones to be ised will be selected, after which the artisis and editors will process and edit the pictures to create the layered look.
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H A I R
&
M A K E U P
The makeup artist working on the editorial
will be Diane Kendal,
who has previously worked with multiple couture brands and fashion weeks all over the world. For the editorial, she will perform an edgy, geometrics inspired makeup with the focus on eyes and more milinal rest of the face. Each model will be given a different look, and will be wearing a different colour. The hear will be sleeked back in light waves and pinned down with hairpins.
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T H E
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E D I T O R I A L
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T H E
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L O O K B O O K
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T H E
V I S I O N
The goal for this lookbook is to
duction, will allow to show Acne
push the “rules” of the lookbook
from more than just a commercial-
format, inviting the designers in
ised point of veiw, and remind the
collaboration with artists and col-
consumers that first off, it was
lageists to create unique sketches
started as a community of creatives
of the clothing, instead of uning
that then grew to become a fashion
photographs.
brand. This apprroach will also allow to display the clothing from a
The main focus of the new communi-
different perspective, making each
cation format will be to show the
piece appear even more unique.
whole process of the production of the pieces, the thought that goes
This booklet will act as both a
into each item created, and show a
public and a professional lookbook,
visual example of fashion not only
and will include physical swatches
being about the fabrics and putting
of the fabrics used for each shown
them together in some way, that it
garment. The book will be a 20x20
is much more than that. Portray-
square format, and the pages will
ing it as a form of art, that com-
be sewed together insted of being
bines several different mediums of
stapled, in order to compliment
creation, with the emphasis on the
the contents being very focused or
“behind the scenes” of this pro-
“hand-made” ideas and craftmenship. 50
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REF. 365892 PRICE €390
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2 53
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3 54
REF. 650274
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4 55
REF. 6937641
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5 56
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6 57
T H E
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M I N I S I T E
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ACNE STUDIOS PINS going back is not a bad thing
https://acnestudiospins.wordpress.com
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The idea of the minisite is to pro-
idea behind the website in rewind-
vide information that is unavaila-
ing the process of making of the
ble to the consumers anywhere else.
garments.
It will be a special place for true
website will represent it’s con-
lovers of Acne who are interested
tents, at the same time keeping the
to find out more about the origins
usual visuals of Acne and the eas-
of their clothes and the designer’s
thetic of the current communication
work prior to when the garments
in general.The colouts used will be
are seen on the runway. The site
white, black, and red, as well as
will provide with origibal scketch-
touches of pink and grey. The font
es and
used will be the same as present-
moodboards made by the de-
The visual aspect of the
signers and will talk about each of
ed in this booklet and throughout
the fetured garments in a lot more
the project in general. There will
detail, disussing each evement of
be an “About” section telling the
the
visitor about the idea of the site,
item. The site will be called
Acne Studios Pins, which is refer-
as well as a page for contacts,
ring to the stationary pins used
through which the user will be able
in the process of sewing fabrics
to switch to Acne’s official site
when making clothes. The tagline of
if they wish to shop, as well as
the page will quote “going back is
the Brand’s Instargam, Twitter, And
not
Facebook pages.
bad thing”, symbolising the
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B I B L I O G R A P H Y Carla Reinhard (2014). Brand Analysis - Acne [online] Available at: https://issuu.com/carlareinhard/docs/research_journal [Accessed 29th November 2017] Chris Danforth (2015). “If We Love It, Then People Will Love It.” – A Discussion with ACNE Sweden [online] Available at: https://www.highsnobiety.com/2015/03/25/jonny-johansson-tomas-skoging-acne-interview/ [Acesssed 9th January 2018] Jack Moss (2017). Acne Studios: SS16 campaign and exclusive interview [online] Available at: http://www.10magazine.com/news/acne-studios-ss16-campaign-exclusive-interview/ [Accessed 6th January 2018] Lauren Juddbranding (2017). Acne Studios SWOT Analysis [Online] Available at: https://laurenjuddbranding.wordpress.com/2017/02/10/ swot-analysis/ [Accessed 29th December 2017] Paolo Riversi (2017). Ad campaign: Acne Studios SpringSummer 2017 [online] Available at: http://awake-smile.blogspot.com.es/2017/02/ad-campaign-acne-studios-springsummer.html [Accessed 2nd December 2017] The Fashionisto website editors (2016). Robin Kegel fronts Acne Studio’s quirky spring campaign [online] Available at: https://www.thefashionisto.com/acne-studios-2016spring-summer-mens-campaign/ [Accessed 11th December 2017]
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Roxana Enache (2016). Abstract Portraits [online] Available at: https://www.behance.net/gallery/38297799/Abstract-Portraits-Editorial-for-One-Magazine-NY [Accessed 13th December 2017] Wikipedia editors (date n/a). Acne Studios [online] Available at: https://en.wikipedia.org/wiki/Acne_Studios [Accessed 24th November 2017] Natalia (2017). Acne Studios [online] Available at: https://issuu.com/natalia2399/docs/acne_studios_interactive_pagine_sin_7230ce216a88b6 [Accessed 6th January 2018]
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