Adobe InDesign Submission by ied6

Adobe InDesign Submission Student’s full name: Gonzalo Edo Antón Course and Level, year: BA Fashion marketing & communication, Level 5, 2017-2018 Module title: 5FAMK003C Visual and video techniques Subject Coursework: CWK1 Teacher: Nicolas Godon

Table of Content Desigual group analysis and strategy 1. Corporate profile ............................................................................................. 6-7 2. Market position: Current situation ................................................................... 8-9 3. Communication background and task: “The Message” .......................................10-11 4. Target market: Goals ......................................................................................12-13

Editorial 1. Editorial brief: “Miranda Goes Desigual” ...........................................................14-15 2. Inspiration .....................................................................................................16-17 3. Creative team: ..............................................................................................18-19 Stylist Model casting Make-up and hair Location Photographer 4. Lookbook preview .........................................................................................20-31

Website

.......................................................................................................32-33

The Brand: Corporate Profile Desigual is a Spanish firm, which was founded in 1984 in Ibiza by brothers Christian Meyer and Thomas Meyer, who is the actual president of the company. At the age of 20, he wanted to create a future in which people would be dressed in a singular way. His main aim was to design clothes that could generate positive feelings and emotions to people. Nowadays, Desigual is one of the best-known fashion companies in the world, present in the most important global markets with a network of about 5,000 stores. The history of Desigual is built on its fun and bizarre garments design, which include a wide mix of patterns, textures, and bright colors, as well as the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate, with constant investments and a competent, flexible organization that takes change in its stride.

Their main important values include to be a responsible group that plans for the future and lives in the present, with a watchful eye to the environment, to human dignity, and to a society in transformation. The brand claims to have a philosophy based on positivity, tolerance, commitment, and fun. Each season the Desigual design team, comprising 25 designers, prepares a collection of over 1,000 items, including clothes and accessories, built around a unified concept.

Market Position: Current Situation The development of the Desigual sales network is struggling with finding its position within the fast-faced fashion environment. The brand sells men’s, women’s, children’s clothing, accessories, and women’s shoes. Despite having achieved a 60% annual growth from 2002 to 2009, and a turnover of 560€ million in 2011, the brand has resulted in a poor market share performance over the past five years. Thus, the answer to this matter could be overcomed by making enhancements in customer reaction, for instance, by introducing new product categories that better align with the brand values and way of living, empowering the individuality of the woman figure, as well as changing the direction of advertising and the way the brand communicates with customers.

For Desigual, continue growing as a company and continue increasing sales without compromising the image with customers is the most difficult challenge. Despite its trustworthy, the brand is no longer perceived to have a wide variety of clothing which provides a refreshing value for image, neither a young target audience. In this sense, in the fashion industry, with social connotations that are difficult to handle, making no mistakes is very important to maintain the brand image, and it is a job that should involve all the efforts of Desigual. Therefore, the brand should work in the perception they generate to their audience by changing the way they communicate with potential customers, making sure they recognize Desigual as a global, colorful, and fun clothing retailer who offers quality clothing at affordable prices.

Communication Task: The Message The brand has a consolidated identity comprised of color, authentic fashion, quality at democratic prices and passion for its work: these values are reflected in the strong, dynamic personality of the company. Its objective is to contribute to fighting the culture of the fun and bizarre side of fashion through global communication campaigns, and to organize concrete initiatives with a “strong impact” on the international community, and especially on the young generations. The projects set out from the social role of art and self-expression in educating people to be tolerant, express the way they are, and believe in their empowerment. Back in January 2011, Desigual launched a campaign in Spain and Portugal by promising shoppers “Come in undressed and go out dressed”. At the Madrid store some 200-people queued outside ready to strip down to their underwear to take advantage of the shop’s winter sale offer. The same campaign was repeated in June 2011 in London, Berlin, Stockholm, Madrid, Prague and New York City.

This is, without a doubt, the wild and young attitude, as well as one of the many actions that the brand should follow to recapture and improve their position in the market. Similarly, regarding with their unstoppable international expansion, it is important to see how the firm is communicating the ethical dimension of their business in the countries where they already operate and how they will do it in those countries in which they pretend to operate. Moreover, Desigual should improve the communication to the customers. In this way, all potential customers should be aware of the efforts of the company to act ethically in every event. Finally, the company should make an effort to ensure that the production of the clothes is made with all necessary human conditions, since Desigual produces in China and India. Also, transfer the tax headquarters to the country where the real headquarters are; now are in Holland that is a tax haven

Target Market: Goals and Objectives Desigual is currently aimed at adults aged 25-40 perceived to be independent, creative, and fashion forward. This target audience loves colors and stories behind clothing. Therefore, there is an opportunity for Desigual to communicate in a positive and creative way. To increase sales and their position in the market, Desigual will implement the new A/W 2018 collection “Miranda for Desigual” through the collaboration with the influencer, artist, and designer, Miranda Makaroff, which is currently the chief and director of her own fashion brand, Miranda for Lydia.

The truth is there is no other influencer that could better align with Desigual’s essence and values in a stronger way. Miranda’s designs include a wide range of vivid and bright colors that enhance the figure of a playful and sophisticated woman with a usual sense of humor which flees from the obvious and looks for the different and the eccentric. Therefore, the development of this idea will stimulate conversation and engagement with Desigual’s user and demonstrate its colorful, trendy, and bohemian clothing essence which, consequently, will attract a new and younger consumer base and strengthen relationships within the existing customer base.

The Editorial: “Miranda Goes Desigual” Feminine, delicate and with a lot of personality, drinks from references such as Picasso, Man Ray, Asia, Africa, the French and the “British”, the princely and the ethnic.

Desigual’s and Miranda’s way to see the world are very alike. They both believe reality is a subjective point of view, and what you see is just a reflection of how you think and how you are.

Its mastery of color is one of the hallmarks of the collection, playful pastel and bright tones that move them to a lively world: day parties with cocktails and plants in the style of Slim Aarons, cities with a very special light like Palm Springs or Los Angeles, the France of Marie Antoinette ... Representing a sophisticated woman with a usual sense of humor that flees from the obvious and looks for the different and the eccentric.

Miranda stated when describing the collection “Your thoughts and feelings work as a magnet, if you think life is wonderful, that’s what you are going to experience. If you feel like everything is horrible and the world is full of bad people, that’s again, what you will experience. If you want to see the world differently you just have to change your perspective”. Thus, positivity is the only way to live life fully.

Welcome to the bohemian side of elegance.

The Editorial: “Miranda Goes Desigual” Photographer: Carlos Moreno Carlos Moreno’s photographic skills are perfect for this editorial considering the candid and artistic style that perfectly aligns with the new collection’s spirit.

Styling: Rebeca Sueiro Rebeca has experience working for Desigual for the past collections, and therefore understands its tone of voice to perfection. Colors, textures and shapes play a very important role. The essence of the looks is going to be a combination of both, playful and fun touches influenced by the lively worlds of Palm Springs or Los Angeles, and the France of Marie Antoinette. Rebeca knows how to adapt to every shoot and this will bring the best of the editorial.

Location: Begur, Costa Brava Going back to the brand’s origins, which also happens to be the place where Miranda Makaroff was born and is indeed very attached to. Rocks and blue skies

remind of the rock n roll of the 70’s.

Make up and hair: Itziar Lorente and Gina Berenguer

Hair and make up will be natural, without elaborated hairstyles, reinforcing the idea of messy. Both hair and makeup artists count with more than ten years’ experience in the areas of fashion, creative studio, bridal and makeup. Models should look fresh, flawless and beautiful in their natural beauty. It’s this principle that drives a signature style that is feminine and natural, yet in keeping with modern style inspiration drawn from many creative sources.

Models:Antonella Mariani and Andrea Rovira

They both share a natural beauty and a fresh face. Based in Barcelona, both have worked in prestigious campaings for the most important houses in the fashion industry. Their androgynous physical look makes the clothes stand out and give them more attitude.

Photographer Carlos Moreno Styling Rebeca Sueiro Make up Itziar Lorente Hair Gina Berenguer Models Antonella Mariani Andrea Rovira

“Your thoughts and feelings work as a magnet, if you think life is wonderful, that’s what you are going to experience. If you feel like everything is horrible and the world is full of bad people, that’s again, what you will experience. If you want to see the world differently you just have to change your perspective”.

Photographer Carlos Moreno Styling Rebeca Sueiro Make up Itziar Lorente Hair Gina Berenguer Models Antonella Mariani Andrea Rovira

Website

Desigual will launch a contest through Instagram encouraged by the participation of the brandâ&#x20AC;&#x2122;s and Miranda Makaroffâ&#x20AC;&#x2122;s followers. Through this contest, 10 people will have the chance to attend the fashion show in Barcelona in which the collection will be presented, and also take home with them one piece of the collection. The website, for that reason, would be an explanatory place for users to use as a reference to know more about the collection, the project and, of course, her leader designer, Miranda.

mirandagoesdesigual.wordpress.com

Bibliography 1. Barcelona, C. (2018). The History Of Desigual In 1 Minute. [online] Culture Trip. Available at: https://theculturetrip.com/europe/spain/articles/the-history-of-desigual-in-1-minute/ [Accessed 24 Jan. 2018]. 2. DESIGUAL. (2018). ¡REBAJAS! Compra ropa original online | Desigual.com. [online] Available at: http://www. desigual.com/es_ES [Accessed 24 Jan. 2018]. 3. Desigual.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.desigual.com/staticFiles/doc/DesigualProfileEN.pdf [Accessed 24 Jan. 2018]. 4. Desigual.com. (2018). Cite a Website - Cite This For Me. [online] Available at: https://www.desigual.com/staticFiles/doc/DesigualProfileEN.pdf [Accessed 24 Jan. 2018]. 5. Global Brands Distribution. (2018). Desigual. [online] Available at: http://globalbrands.bg/en/brand/desigual [Accessed 24 Jan. 2018]. 6. Hermanasmiranda.es. (2018). Hermanas Miranda | Miranda Makaroff. [online] Available at: http://hermanasmiranda.es/ [Accessed 24 Jan. 2018]. 7. Instagram.com. (2018). Desigual (@desigual) • Instagram photos and videos. [online] Available at: https://www. instagram.com/desigual/ [Accessed 24 Jan. 2018]. 8. Instagram.com. (2018). MIRANDA MAKAROFF (@mirandamakaroff) • Instagram photos and videos. [online] Available at: https://www.instagram.com/mirandamakaroff/ [Accessed 24 Jan. 2018]. 9. Lydiadelgado.es. (2018). Miranda for Lydia – Lydia Delgado. [online] Available at: http://www.lydiadelgado.es/ miranda-for-lydia/ [Accessed 24 Jan. 2018]. 10. Okiko Talents. (2018). Biografía. [online] Available at: https://www.okikotalents.com/es/influencers/hermanas-miranda-miranda-makaroff/biografia [Accessed 24 Jan. 2018]. 11. Pinterest. (2018). Best 25+ Miranda makaroff ideas on Pinterest | Blusa de otoño Gap, overalls Bimba y Lola 2017 and Botines Bimba y Lola 2017. [online] Available at: https://www.pinterest.es/explore/miranda-makaroff/ [Accessed 24 Jan. 2018]. 12. The Business of Fashion. (2018). Spain’s Next Zara? Fashion Label Desigual Speeds Global Growth. [online] Available at: https://www.businessoffashion.com/articles/news-analysis/spains-next-zara-fashion-label-desigual-speeds-global-growth [Accessed 24 Jan. 2018]. 13. The Man in the Gray Flannel Suit. (2018). Time Capsule: Los Angeles Development Boom of the 1950s | grayflannelsuit.net. [online] Available at: http://www.grayflannelsuit.net/blog/time-capsule-los-angeles-development-boom-of-the-1950s [Accessed 24 Jan. 2018]. 14. Vogue. (2018). Lookbook de Miranda Makaroff para Lydia Delgado de Primavera-Verano 2013. [online] Available at: http://www.vogue.es/moda/dress-for-less/lookbooks/galerias/lookbook-de-miranda-makaroff-para-lydia-delgado-de-primavera-verano-2013/9421 [Accessed 24 Jan. 2018].

Website's and issuu's URL https://mirandagoesdesigual.wordpress.com/ https://issuu.com/ied6/docs/desigualgonzaloedo

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