RODEBJER
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Table Of Content Rodebjer Analysis
4- 21
Editorial
22-39
Lookbook
40-47
Minisite
48- 51
References
52-55
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Corporate Profile Rodebjer is a women´s fashion brand which was founded by the swedish designer Carin Rodebjer. The brand was created in New York in 1999, and has thereafter kept on developing in steady pace, and has been more recognized during the last couple of years especially in Sweden. Carin started her design career after she studied at Fashion Institute of Technology in New York, by selling her creations to her friends and made herself recognisable by wearing her fashion on the streets of Manhattan, she started to sell pieces to different stores in New York and Stockholm. She has won several prices and has become the fashion designer of the year by the magazine Elle several times and in 2005 she won the fresh faces of fashion award by Gen Art in New York. Rodebjer has a flagship store in Stockholm Sweden, with an addition of one more store also located in Stockholm. They are overall selling their products in multi brand stores, in over 20 countries.
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The brand sells fashion that is in a way minimalistic and referring to nordic fashion, Carin herself describes the fashion she creates as something versatile and something that should make it easy for the everyday women to wear and should be clothes you can wear to different occasions. Since Carin is about empowering women you could say that she want´s to make a women’s everyday more simple by creating clothes that is comfortable to wear, that was her main aim when she decided to start her clothing brand. She gets her inspiration from her strong stance to make a difference in the society through counterculture, feminist movements, Human rights, and by people that are daring enough to live by their own rules with a combination of other great designers such as Yves Saint Laurent, Coco Chanel, Marimekko and Katja of Sweden. When designing she takes the modern women in consideration and simplify the garments to their advantage.
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Market Position They are all Swedish brands which
all of them focusing on minimalistic Scandinavian fashion with a similar price range. They all are competing within the Swedish fashion market, as well as internationally even though they have different brand awareness and aims abroad. Rodebjer has the widest focus in the Swedish market with only two physical stores in Stockholm, while the competition has launched stores not only in Sweden. Which can be a negative factor for the company due to lack of brand awareness internationally in comparison to their competitors. All of the brands are offering similar selections of products which is products from jackets, pants, blouses to shoes, accessories and so on.
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Where Rodebjer is distinguishing themselves from Acne Studios, Hope and Filippa K is that they don’t sell menswear, they do not focus on that type of target at all. There is where her strong stance of empowering women comes in and it can be seen that her female collection can be a little more developed and thought through in terms of what she wants to offer her target in comparison to the competition. They have a strong brand name and is referred to one of the better brands in Sweden, but their competitive advantage fails internationally where they could gradually increase their communication by launch their first physical shop in Europe and collaborate with international influencer could be a great start for them to raise their brand name in European countries.
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Current Situation Since Rodebjer is quite slow by ex-
panding on the market, it has a lot of potential to grow and raise more brand awareness than it actually has today. The aim is to establish more stores around the world where they have a target that has an interest for Scandinavian Fashion, as well as that Rodebjer will be able to adapt their fashion to the market a bit more, to raise more brand awareness and increase revenue. As well open more stores in Sweden since the brand only has two stores and both of them are located in Stockholm. To be able to establish this idea is to start creating fashion that is more colorful and daring and only not aimed to women living in the nordic countries, with a bit more focus on adapting towards warmer latitudes that also can attract women in warmer countries in Europe.
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The aim is to create a colorful winter collection with different warm pastel colors where the main idea is to light up your day even during the winter times, and which also can be a way to attract a wider target of women in different countries. During the winter in the nordic countries it is usually dark mostly of the time, and people do not dare to be very colorful it is more common that women especially, those women the brand is already targeting use dark colors even though the garment contains patterns, they are afraid to stand out from the crowd. Â Â
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Communication Background Rodebjer
communicate the brand in various ways, since the brand is all about independent women their latest campaign called #Iamrodebjer which is about empowering women that makes a difference. The first chapter is about highlighting Danica Kragic and her work she is and engineer and has studied at a prestigious school in Sweden, she creates sewing robots the meaning behind the campaign is of course empowerment of women and that your gender should not be a crucial factor for success.
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A message for women that they can succeed on whatever they decide to do as long as they do not give up. By using a strong and successful women as a face for this campaign, it has a clear message behind which is about equality and the strength of women. Rodebjer communicates their brand through various channels, their previous campaign was shown on Youtube and Instagram, where on instagram wore T-shirts with a text that reflected the campaign.
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Communication Task � The Message� Rodebjer
are currently communicating what they stand for which is women empowerment, combined with a minimalistic approach. They are showing this through their own visuals on their website, instagram as well as when they appear on editorials. They communicate Scandinavian fashion, clothes with quality rather than luxury through their minimalism. With a showing of comfortability of the garments which strongly is aimed for a women in their peak of their career. With the new concept implemented Rodebjer will retain the female approach yet with a more colorful and feminine style.
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Target Rodebjer is targeting well- established
women in their peak of their career, since their clothing´s are aiming in their own description to the modern independent women that cares about her job and that she is perceived in the sense of being strong and being able to provide for herself by transmitting this through her style. Rodebjer offers this through their timeless designs, by creating flowy garments that facilitates the everyday for the “busy women” to wear and with a focus to make them feel comfortable both during work and in their spare time. Since Carin Rodebjer has said herself that she admires this type of women she has made it clear that her designs are versatile for a woman that strives to be successful in her career, but also a woman that enjoys social life by attending dinners, bars and so on with her friends. Women that has a great career and a good income that’s being able to balance her family life and social life and still wants to radiate independence and fashionable at the same time, is the target for this brand.
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Their target is directed towards women in their late 20’s up to 45 due to the price range and also because of the design of the garments. The women they are aiming for should be a woman with a good income and a good education as well, that can afford garments that is higher in price since the range is around €100 and goes all the way up to €800, with the average price between €200- 400. The usual buyer would emphasize their purchase based on quality, simplicity and comfort rather than showing off as being economical stable with the wearing of very luxurious brands. Since the design for Rodebjer is very minimalistic and Nordic, it is probably mostly women in Scandinavia that buys from this brand, also because they are not spread so widely on an international level.
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Goals The aim with this project is to raise
more brand awareness, and create new designs with an more exotic approach than it has today with that means to create a more colorful collection . It will still keep the minimalism but with more colors, the aim is to be able to implement stores internationally, as previously said their current competition already are doing. With that idea they might spread the positive message of empowerment of women and hopefully more people will adapt and might be able to make a change in their country, by raising more knowledge of the gender inequality.
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Where to look for inspiration Rodebjer will maintain a minimalistic approach since it reflects the brands core image, as well as it reflects sophistication. What the brand will achieve is a more colourful collection that will brighten up consumer’s day as well as people in their existing surroundings. The meaning with the new winter collection is to encourage more women to dare to wear more color’s even during winter time, and what positive effects it actually can have for you and your surroundings. Even a strong independent women can express playfulness and at the same time be taken serious. This is way of combine fashion from more exotic warmer southern countries in Europe with the minimalist Nordic fashion.
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What not to do The new design should not contain
too much pattern or show too much femininity in the sense of not creating too tight garments without any stretch in terms of material. Due to that Rodebjer will remain their minimalistic approach. The brand want’s the consumwwwer to look and feel comfortable, while radiate sophistication. Therefore, too much of these attributes would not fit in to what the brand wants to transmit which is women empowerment and minimalism. Rodebjer will most likely take in to consideration that some garments will contain pattern to avoid the designs to be too monotonous, these will be the two main points that to a certain degree will be excluded from the collection.
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Editorial
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Editorial The Editorial will be based out of bright Pastel colors, and the inspiration is the angles of the hard edges which will reflect the colors in each of the images. While the model and the garments will create a feeling of softness and smothness. This editorial will transmit the season of spring and the remarkable contrasts that is made in photoshop after the shoot, since this editorial is mainly about colors. The message behind the photos is to show how what you wear actually will affect your mood. The colors are to be shown in a feminine way without changing to much of Rodebjer’s core values of female empowerment and minimalism. This editorial will show that minimalism can be fun and quite powerful in terms of lack of props and the essence of colors.
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The Stylist Doria has worked as a stylist for sev-
eral great magazine’s such as Teen Vogue, Harpers Bazaar, Allure and many more. With a skill in contemporary fashion which she also have been writing a book about she has the capacity to combine the latest trends and match it to appear aesthetically beautiful. With these attributes Doria will be the perfect stylist for this editorial to create outfits that can match her sense of style to the minimalism we are seeking for yet aimed to be colorful.
Model Casting While choosing the model, we want-
ed someone that stands for the same values as us. Therefore we decided to go with Kate Bowman, as the editorial will be very natural regarding make- up we wanted someone that feels comfortable in their own skin. Kate Bowerman has the confidence we need for this shoot, while also the natural beauty.
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Makeup & Hair Since it is an minimalistic editorial
we want the model to be as natural as possible but of course have some final touches in her face before shooting just to enhance the models beauty. We will be having the Swedish Linda Gradin as the make up artist and Bryce Scarlett as the hair stylist. Both of them has been working with several well- known magazines, such as Harpers bazaar, Wonderland and some more.
Preparation The
Photoshoot will take place in Muralla Roja in Spain, where there is pastel colored buildings to match with the look we are aiming for. The photoshoot will be taken outside, and close to the beautiful buildings they have in Muralla Roja. Since most of the crew lives out off Spain there need to be some preparation to book flights and hotel, because we will probably have to stay there for one night or two. While working all can enjoy the beauty of Spain. The retouching will be to enhance the contrast and higlight the colors after the photos has been taken.
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Time schdule The timing will last for one day and
would count it up to approximately 12 hours more or less. Where there also will be breaks and be able to get the right lighting according to the sun which can be hard to adjust since it is not something controllable. The team will collaborate with each other during the whole day.
Art Direction Tanya & Shenya Posternack are two Ukrainian twins that has been collaborating with Mansur Gavriel, which also are maintaining a minimalistic approach. The twins has a unique humoristic and colorful way of taking photos. These features fits perfectly with the aim for this editorial. The photographers will take the lead and direct the model to reach the right expressions and feelings needed to get the result wanted with the help of the stylist.
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Photagrapher Tanya & Shenya Posternack Model Kate Bowman Styling Doria Santlofer Make up Linda Gradin Hair Bryce Scarlett
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Photagrapher Tanya & Shenya Posternack Model Kate Bowman Styling Doria Santlofer Make up Linda Gradin Hair Bryce Scarlett
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Photagrapher Tanya & Shenya Posternack Model Kate Bowman Styling Doria Santlofer Make up Linda Gradin Hair 36 Scarlett Bryce
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Photagrapher Tanya & Shenya Posternack Model Kate Bowman Styling Doria Santlofer Make up Linda Gradin Hair Bryce Scarlett
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The lookbook shown is
a short preview of Rodebjer’s Fall/Winter 2017 collection. This collection contains several pieces excluded from the lookbook.
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LookBook
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Look 1 Peach Garden Turtlenck - Powder Peach AB 56978 Skirt - Green Garden AB 58396
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Look 2 Yellow Flow Yellow Orchide Dress AB 54397
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Look 3 Velvet Rose Vest - Melting Rose AB 56359 Turtleneck - Dark Orchide AB 57376 Wide Pants - Melting Roses AB 56356 44
Look 4 Winter Heat Trench coat - Beige Tree AB 59386 Pants - Summer Grass AB 50352 Sweater - Brown Leaf AB 52326
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Look 5 Peach Comfort Dress - Peach Orchide AB 52501
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Look 6 Blue Tulipan Jacket - Winter Tulipan AB 50593 Half Turtleneck - Dark Rose AB 548793 Wide Pants - Winter Tulipans 50565
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Minisite
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The minisite is a way to
highlight the new collection and also the aim behind the concept, the vision to inspire more women to find the courage for experiment with colors and at the same time be able to remain a sophisticated approach, while also inspire a new target market within the south part of Europe.
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References About - Rodebjer (2018) About - Rodebjer. [online] Available at: https://www.rodebjer.com/us/about-us.html. [Accessed 24 January 2018]. Bon (2018) Inuti Carin Rodebjers fempire | bon.se. [online] Available at: https://bon.se/article/inuti-carin-rodebjers-fempire/. [Accessed 24 January 2018] Bon (2018) Jag är Carin Rodebjer | bon.se. [online] Available at: https://bon.se/article/jag-ar-carin-rodebjer/. [Accessed 24 January 2018]. Fashion Blog (2018) 5 things to know the Milan fashion week - Fashion Blog. [online image] Available at: http://www.fashionsnobber.com/en/things-to-know-milan-fashion-week/. [Accessed 24 January 2018]. Fashion Unfiltered (2018) Mansur Gavriel Debuts Ready-to-Wear - Fashion Unfiltered [online image] Available at: http://admin.fashionunfiltered.com/news/2017/mansurgavriel-fall-2017-ready-to-wear-nyfw. [Accessed 24 January 2018]. I AM: Chapter 2. (2018). I AM: Chapter 2. [online image] Available at: https://www.rodebjer.com/us/%23iam+session+2.html. [Accessed 24 January 2018] LeanSwift (2018) Filippa K, e-Commerce for M3. [online image] Available at: http://test.leanswift.org/our-clients/filippa-k/. [Accessed 24 January 2018] Linda gradin – Dominika Newelska - in my looking glass (2018) Linda gradin – Dominika Newelska - in my looking glass. [online] Available at: http://beautykey.se/dominika/tag/linda-gradin/. [Accessed 24 January 2018]. Mansur Gavriel (@mansurgavriel) • Instagram photos and videos (2018) Mansur Gavriel (@mansurgavriel) • Instagram photos and videos [online image] Available at: https://www.instagram.com/mansurgavriel/. [Accessed 24 January 2018]. Mansur Gavriel (@mansurgavriel) • Instagram photos and videos (2018) Mansur Gavriel (@mansurgavriel) • Instagram photos and videos [online image] Available at: https://www.instagram.com/p/Bdm-gwvl7-J/?taken-by=mansurgavriel [Accessed 24 January 2018].
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Mansur Gavriel (@mansurgavriel) • Instagram photos and videos (2018) Mansur Gavriel (@mansurgavriel) • Instagram photos and videos [online image] Available at: https://www.instagram.com/p/BaCaWa0F4JG/?taken-by=mansur-
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BY: Anna Jarboh 2018