Merve Kรถksal 2014
TABLE OF CONTENT
Corporate Branding Style History Vision & Mission Swot Analysis Target Customer of Vakko Products & Lines Price Store Promotion Ads & Campaigns 2013/14 A/W 2014 S/S 2015 Summer Collection Design Inspirations & Details Designs
1 2 3 4 5 7 9 10 11 13 14 15 16 17 19 21
CORPORATE
Founder Vitali Hakko Year 1934 City Istanbul Country Turkey Head Designer Demet Muftuoglu 1997 - present Market Positioning Premium Target Men, Women Core Business Apparel Official Social Media Channels Facebook Twitter Instagram Pinterest
BRANDING STYLE
The starting point of Vakko was the occurrence of the serious need of a modern Turkish brand after clothing revolution (1925). Brand made right moves at the right time after the birht of the republic (1923). Vakko still offers a modern life style including eating, drinking, dekoration, music and clothing. The people working with Vakko are educated, talented people who are all awere of things going out in the world. For Vakko, fashion is a whole. From design to production and to the point where it meets fashion lovers. The brand still continues it’s innovative line. Over the years, Vakko captured the necessities of the time and has renewed its logo according to this approach.
1988
1938
1934
VISION & MISSION
The vision of company is positioning Vakko as a global brand and to spread it worldwide.
The mission of the company is to ensure complete customer satisfaction.
HISTORY
Vakko, Turkey’s leading fashion house started out as a small hat shop called “Şen Şapka” (Merry Hat) and started to produce scarves in 1938. With the slogan of “Fashion is Vakko”, brand aims to become a leader in it’s field, puts on Turkey’s first fashion show in 1955. The first Vakko fashion shop opened in Beyoglu, Istanbul in 1962. Vakko revolutionized the retail sector in Tukey with it’s forward thinking in branding process. In 1982 Vakko’s younger brand Vakkorama, in 1989 Vakko Superfine, in 1990 Vakko Perfume in following years H2O, V2K, W, Vakko Cruise comes to life. Vakko decorated Presidential Mansion, Cıragan Palace and many other significant places. Vakko’s history lies to an extent in Tukey’s modernization after becoming a Republic, it’s acceptance of Western esthetics, values, changes and luxury smartness, The brand has not only been the leader of change in ready to wear but has been the symbolic and leading brand behind an ever changing mentality.
SWOT-ANALYSIS
STRENGHTS Vakko is a trendsetter brand Produces quality products Complies with advancing technology Meets the customers’ expectations Instead of contract manufacturing, makes its own production Advanced logistics Proximity to raw materials Rapid production network WEAKNESSES Can not effectively use the social media High costs The absence of benchmark brand The perception of women’s products are priority for the brand
OPPORTUNITIES Produces its own fabrics Has huge production line Uses the technology of `printing art` Geographical position of Turkey is close to Europe and Middle East Plays an active role in social responsibility projects Promotes eco-friendly production Provides fashion education to young talents, especially through Vakko Esmod THREATS Distance from USA and The Far East markets The inadequency of the country’s ‘mage Political instability of the country’s region The abundance of counterfreit products of the brand
TARGET CUSTOMER OF VAKKO
Vakko Collection Woman line consumer is a 25 to 45 year old woman who is always chic but simple and has high standards of living. She takes place in social responsibility projects, plays active role in high society. Vakko Woman is well-educated, wealthy, sophisticated; likewise she is a great admirer and supporter of art.
epicure elegant modern exclusive
PRODUCTS & LINES
Accessories Apparel Bags Fragrance Jewelry Shoes
Vakko Collection Couture Shoes&Bags Wedding Home Chocolate Cruise Espace Perfume V2K Designers Vakkorama W Collection
PRICE
Dress 415 €
Coat 760 €
Necklace 129 €
Knitwear 380 €
Blouse 275 €
Bag 275 €
Pantsuit 709 €
Skirt 322 €
Scarf 240 €
Purse 120 €
Pants 335 €
Shawl 215 €
Hat 120 €
STORE
Today Vakko Group has 13 parent stores, 35 Vakko Boutique stores, 76 Vakko Corners, 10 Vakko Outlets, 2 Vakko Wedding Houses, 2 Vakko Chocolote Boutiques, 2 Vakko Home stores, 3 Vakko Scarf Corners, 10 Vakkorama stores, 2 V2K Designers stores and 5 Vakkorama H2O stores in Turkey and abroad. The Group has stores in Europe, Russia and Middle East. Vakko’s future plans include spreading Vakko presence to India, China, Brazil and America.
Istanbul Vakko Istinye Park Store
exterior
interior
PROMOTION
Vakko card is a special card that provides priviledges and discount points to customers. Owners benefit from special discount days devoted to them prior to the traditional Vakko discounts. They are notified in advance of any advantages, priviledges and special days. In addition, the fist days of every month Vakko throws special discount days called “Pearl Days� in selected products.
ADS & CAMPAIGNS
2013/2014 fall winter
2006 spring summer
AUTUMN WINTER 2013/14
SPRING SUMMER 2014
2015 SUMMER COLECTION
The collection is based on the concept “Serene Harmony”. It is inspired from the calm summer sunset and sunrise times, the feeling of warm evening breezes left on human skin and natural lines of Neoclassical Sculpture. Luminous effects of the summer skies and peacefull wildness of greens and blues creates the idea of “back to the nature” which also reflects the Vakko’s timeless image.
DESIGN INSPIRATIONS & DETAILS
pantone
11-4201
11-0605
11-0622
12-1304
13-3802
15-1153
17-1463
14-4505
16-5418
DESIGNS
90% silk 10% elastane
67% bamboo viscose 30% cotton 3% elastane
100% silk
50% cotton 47% polyester 3% elastane
50% cotton 47% viscose 3% elastane
95% cotton 5% elastane
100% silk
100% cotton
55% silk 45% cotton
100% silk
55% silk 45% cotton
100% silk
100% linen
45% silk 55% cotton
50% cotton 47% polyester 3% elastane
50% cotton 47% polyester 3% elastane
55% cotton 45% silk
55% cotton 45% silk
95% cotton 5% elastane
100% cotton