Baywatch final presentation_ by Jen&Giulia

We all tried to imitate them on the beach, we all tried to be as sexy as them trying to save someone.Baywatch was the most watched tv shows in the world with more than 100 million viewers per week between 1989 and 2001 and remain as famous as it was in our memories.

BAYSWATCH presentation

We all try to have the uncoventional twist of this famous american brand that is known for its social activism.

It operates the largest garment factory in the U.S. with 260 stores worldwide in 19 countries. Their jobs support families and communities. American Apparel garment workers are the highest paid garments workers in the world. They are paid partially by the amount of pieces they produce.Brand devoted to society.

BAYSWATCH presentation

It’s a combination of our established familiar swimwear past (Baywatch) that focused on a certain attitude and communication, and our unconventional modern (American Apparel) present that has an impactful role on our young generation by using a certain attitude similiar to Baywatch. We want to keep alive or work on the revival in a contemporary way of the baywatch we know by adding American Apparel’s touch and make it go international.

BAYSWATCH presentation

Pamela is an italian 26 year old artist and professional surfer that cares about nature and specially extreme water sports such as surf, windsurf and volleyball. She travels the world to discover and learn better about the person she is in the present. She prefers quality over quantity. Having her music, her boyfriend, friends and the sea is what makes her happy. Pamela studies photography and doesnt like to be considered as boring. Energetic, wild and natural, her next dream step would be to work for the united nations in Africa and become a well known photographer.

Because it is perfectly aligned with their axes of direction as well as their communication.

It offers to American apparel the chance to go extremely international on the fashionable social market and increase their sales without changing their identity, but simply re enforce it.

BAYSWATCH presentation

American Apparel always selled monochrome colors and Baywatch always used the red monochrome color.

By choosing certain swatch colors to represent our swimwear line, we develop a wider market based on colors. Colors represent fashion and colors are visuals therefore fashion is purely visual. Both brands are based on a visual common communication.

We studied for each continent five swatches that suit best their color skin while giving them memorable names.

BAYSWATCH presentation

To create a feeling of IDENTIFICATION which is one of the main goal of every fashion brand towards her consumers, therefore it sells better.

BAYSWATCH presentation

SwatchOut ASIA

Emerald green

BAYS WAT C H

SwatchOut America

SwatchOut Australia

Sunny Yellow

Petrol Blue

B AYSWATCH

BAYSWATCH

SwatchOut Africa

SwatchOut Europe Mily white

Buffalo Grey

B AYS WAT C H

BAYSWAT CH

SwatchOut Buffalo Grey

BAYSWATCHES Africa

Petrol Blue

B AYS WAT C H E S

Sunny yellow

SwatchOut B AYS WAT C H E S

SwatchOut Milky white

B AYS WAT C H E S

Emerald green

SwatchOut B AYSWATCHES

BAYSWATCH presentation

BAYSWATCH presentation

Petrol Blue

AMERICA

On another level we thought about having a gadget to offer and to collect within each purchase.

Our swatch library offers 2 booklets for each color of swimwear: - The first one is to advertise the swimwear - The second one is to advertise the swatch color bought

BAYSWATCH presentation

BAYSWATCH presentation

The packaging is connected with the concept of the swatches. Each color is a square and on the real execution, they are represented as cubes to keep in mind the swatches display organisation.

BAYSWATCH presentation

Asia White ri Sesame blac Nori Gree Emerald gree Tuna pin