InĂŠs Gibernau BA Fashion Marketing and Communication, 2020-2021, Level 5, 5FAMK003C Visual and Video Techniques, CWK1, Nicolas Godon.
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INDEX CORPORATE PROFILE MARKET POSITION CURRENT SITUATION COMMUNICATION BACKGROUND THE MESSAGE TARGET MARKET GOALS INSPIRATION EDITORIAL BRIEF STYLIST / STYLISM MODEL CASTING MAKEUP AND HAIR PREPARATION TIME SCHEDULE ART DIRECTION MODEL DIRECTION PROCESSING & RETOUCHING PAGE LAYOUT EDITORIAL LOOKBOOK WEBSITE REFERENCES
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CORPORATE PROFILE Balmain was founded by Pierre Balmain in 1945 as a French luxury fashion house. Pierre Balmain was one of the most recognised representatives of the well-known ‘New Look generation’, with garments based on volumes and delicate fabrics. Christophe Decarine took over the creative direction of the brand at the beginning of the 21st century, and elevated the brand again using a rock & roll, sexy aesthetics with the use of short tight dresses as well as incorporating the T silhouette, creating a modern and juvenile look. Current creative director Olivier Rousteing follows this sexy, modern and juvenile brand image. Rouste-
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ing affirms that Balmain is growing and modernising quickly and using different channels to get to a global audience, as well as the change of logo in 2018, creating a sans-serif typography in order to get a much more clean, modern and minimalistic look. Nowadays, the brand has 16 stores and the brand’s products include perfume, jewellery, readyto-wear and haute couture clothing for both men and woman. Balmain’s core values include empowerment, excellence, authenticity and inclusion. They constantly look for new and entertaining ways to communicate the brand’s image and are always open to new possibilities.
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Balmain’s top competitors include brands such as Givenchy, Louis Vuitton, Armani or Gucci. Balmain’s brand strengths could include the French brand heritage, the luxury status, the endorsement of celebrities and their detailed garments. In the other hand, it could be argued the brand uses trends up to the next level, sometimes creating eccentric garments that may not be worn by everyone. However, this also might be a differentiation factor, making the brand original and standing out. Balmain in comparison to its main competitors, creates more modern designs however is a bit less exclusive, having in mind its prices and the competitor ones. Balmain did a col-
MARKET POSITION
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laboration with H&M in order to be affordable for the average consumer and reach a wider audience. However, it could be argued this diminishes the brands exclusivity and luxurious feel. Technology such as social media is key for the brand’s marketing, and is really focused on innovation and modernising the brand.
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CURRENT SITUATION
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Balmain is constantly innovating, not only in its designs but also in the way they communicate and spreading their brand image using different formats and especially using nowadays technologies. For example, for the 2020 ss collection, Balmain’s creative director Olivier Rousteing has decided to fuse music and fashion and has launched and Apple Music hub with his greatest musical inspirations for the collection. Balmain is also innovative when it comes to present their collections, especially in regard to their fashion shows. For the 2019 ss woman collection, Balmain did a partnership with Facebook and created a virtual reality live streaming fashion show. In the
2020 ss collection, in which the industry is affected by the Covid-19 situation, Rousteing decided to do a livestream runaway with virtual attendees in which they could shop the products in real time. These innovations are obviously good; however, it could be argued it may make the brand loose its classical and heritage feel, which is one of their strengths.
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COMMUNICATION BACKGROUND Balmain is really focused on creating a good and direct communication between them and their customers. The main way they do this is through their social media. This includes their Instagram account, their Youtube channel, Twitter etc. Balmain has 10.6 million followers on Instagram, which is a large number of followers, however, compared to its main competitors, it is not the brand with the most followers (for example, Givenchy has 14.1 million). It could also be argued Balmain’s Instagram feed is too much product-centered and doesn’t have a specific aesthetics to follow, as opposed to Jacquemus Instagram feed, for example, which creates a very appealing visual content.
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THE MESSAGE
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Having in mind the previous analysis, Balmain’s new collection will be inspired by the ancient Greek period. This way the brand will bring back its classical feel, at the same time maintaining their authenticity and sexy and empowerment image they are well-known for, and also focusing on the aesthetic of the ancient Greek architecture. Combining fashion and architecture is an original way to present its new collection, maintaining its detailed, laboured and quality garments, (which could be related to the Greek architecture) and bringing back the exclusivity and luxurious feel to the brand, which might have been losing a bit with campaigns such as the
collaboration with H&M. Focus the communication of this collection on creating appealing visuals for the consumers to feel attracted to.
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TARGET MARKET Balmain’s new collection will focus on the current target market Balmain is focusing on. This includes 20 to 35-year-old men and woman, from all races, that understands and credits luxury fashion and the work behind it, with a high income that likes to dress in a unique way, wanting to stand out and at the same time feel comfortable with what he/she is wearing.
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GOALS Balmain is currently constantly trying to innovate and modernise in many different ways, therefore the main goal with this new collection is to take a step back and revive the historical and classic feel by using the ancient Greek theme and at the same time working on a new and pleasing aesthetics in order to appeal to new consumers through social media due to the appealing new feed and maintain customer loyalty.
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INSPIRATION
Fashion platforms such as Vogue, WGSN, Business of Fashion, Harpers Bazaar and also Pinterest serves as inspiration for the images mostly. When looking for inspiration for the layouts, platforms such as Dribble, Canva, Etsy or actual magazines offer many ideas to get inspired from.
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EDITORIAL BRIEF The photoshoot will be inspired in the Ancient Greek era. The images are intended to transmit calmness and to transport the viewer to that specific period. Colour and lightning is really important. The images will be really focused on the architecture, therefore focusing on the typical main colours; white, light brown tones, light blue for the sky and golden details (representative of that time).
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STYLIST/ STYLISM Models would mainly wear loose and long white or light brown dresses, with golden details and typical Greek sandals and crowns to match the tie period being represented as well as being in line with the type of images intended to create. As in previous Balmain campaigns, Sam McKnight would be the stylist for this campaign too.
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MODEL CASTING In order to give a nostalgia feeling, the campaign would use the first supermodels that became wellknown in the 90s such as Naomi Campbell, Cindy Crowford, Linda Evangelista. Also collaborate with the supermodels Oliver Rousteing chose for his 2020-2021 autumn/ winter collection, including Helena Christensen, Liya Kebede or Esther Cañadas. Some of the ‘Balmain Army’ ambassadors. Adam Hindle would be the model casting director for this campaign.
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MAKEUP AND HAIR
Strong and detailed makeup would be used. Especially using golden and brown tones. Combine tied up hair and loosened wavy hair, with golden clips, crowns and other decorations. Sam McKnight will also be the hair stylist. Diane Kendal would be the makeup artist.
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PREPARATION
The shooting would be done in Greece, where the ancient buildings and architecture is. Flights and hotel would have to be booked for the whole team; these include the photographer, the light technicians, the models, the makeup and hair stylists, the clothing stylist etc.
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TIME SCHEDULE Flights would be booked for the afternoon before the day of the shooting. Makeup and hair would start at 7.00h, in order to be able to catch the good morning lightning. At 14.00h lunch would be served at the place of the shooting and the photoshoot would continue after a 30-minute break. The photographs should be finished at 20.00h, taking advantage of the last minutes of good natural lightning. Then, 1.30h would be needed approximately to pack off. The flights to return would be booked for 22.00h.
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ART DIRECTION Stylists have to make sure that the models look perfect at all times. For example, Sam McKnight would have to make sure the long dresses have the fluidity that he wants in every moment, as well as that the hairstyles and golden accessories are in the correct place. Diane Kendal would have to make sure the makeup is also perfect at all times, maintaining the strong feeling.
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MODEL DIRECTION As one of the objectives is to maintain authenticity and sexy and empowerment feel, models would have to look serious and powerful, almost like if they were ancient Greek goddesses. However, the shoot would be equally focused on the architecture and the combination of the ascetics in general, not only the model and the product itself.
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PROCESSING & RETOUCHING
After the shots would have been taken, the images would have to be edited in order to have the same vibe. In order to accomplish that, the tone of colours, lightning, shadows, colour intensity etc would have to be manipulated. To accomplish the general aesthetics, the brightness of the images would have to be increased, the contrast lowered, soft saturation and with a discrete pink undertone in order to achieve the nude aesthetics.
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PAGE LAYOUT The catalogue would consist of big images, in order to have a clear and powerful view of the product as well as of the feel of the new collection. This way making the viewers connected to the brand and driving the consumers to buy garments from the new collection. The information about the products would be written in a nude colour, using the font ‘Minion Pro’, which is a serif font in order to resemble the ancient Greek times as well as being in line with the whole aesthetics that would have been established.
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ANCIENT GREECE STILL HOLDS TRUE ANCIENT GREECE
Photographer: Philippe Lacombe Stylist: Sam McKnight Hair: Sam McKnight Makeup: Diane Kendall
SS 2021 WOMEN COLLECTION Lookbook
THE COLLECTION
The idea with this collection is to portay the beauty and uniqueness of the Ancient Greek period into fashion. Converting past into present. A way to bring back the classical feel of such a modernised brand. Relating the quality, laboured, beautiful and unique aspects of the Ancient Greek architecture with Balmain’s garments from this new collection.
SS 2021 COLLECTION Look 1
SS 2021 COLLECTION Look 2
COLLECTION WEBSITE The objective of the creation of this mini website is to present the collection and to give consumers a deep insight of the inspiration of the collection. Creating a mini website for just one collection is a new way for the brand to make consumers feel more connected and understanding what goes on behind those beautiful garments that are presented. It reinforces the relationship between brand and consumer. Also, the fact the the website itself follows the same aesthetics than the collection, gives a more deep feeling of what the brand wants to transmit.
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WEBSITE LINK
https://balmaincollection.wordpress.com
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WEBSITE PREVIEW
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REFERENCES Balmain. 2020. BALMAIN X APPLE MUSIC - Balmain. [online] Available at: <https://www.balmain.com/al/balmain/projects/balmain-x-apple-music> [Accessed 24 November 2020]. Balmain. 2020. Olivier Rousteing - Balmain. [online] Available at: <https://www.balmain.com/us/balmain/olivier-rousteing> [Accessed 20 December 2020]. Balmain-career.talent-soft.com. 2020. BALMAIN - Careers Website. [online] Available at: <https://balmain-career.talent-soft.com/accueil.aspx?LCID=2057#:~:text=Always%20remaining%20true%20to%20its,in%20 a%20uniquely%20authentic%20manner.> [Accessed 20 November 2020]. Chana, G., 2020. Balmain Brand Report. [online] Issuu. Available at: <https://issuu.com/gurkiranchana/docs/balmain_brand_report> [Accessed 23 November 2020]. CR Fashion Book. 2020. Watch The Balmain Spring/Summer 2021 Show
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Live. [online] Available at: <https://www.crfashionbook.com/fashion/ a34149141/balmain-spring-summer-runway-2021-show-live/> [Accessed 15 November 2020]. Medium. 2020. â&#x20AC;&#x153;Who Is She?â&#x20AC;?. [online] Available at: <https://medium.com/global-luxury-goods-management/attention-all-balmain-fans-77d7af689ffe> [Accessed 27 November 2020]. Pinterest. 2020. 50+ Ancient Greece Aesthetics Inspo Ideas In 2020 | Ancient Greece, Greece, Magazine Layout Design. [online] Available at: <https://www.pinterest.es/gibernauolivella/ancient-greece-aesthetics-inspo/> [Accessed 15 November 2020]. Rumman, M., 2020. BALMAIN Brand Audit. [online] Issuu. Available at: <https://issuu.com/melanyrumman/docs/balmain_presentation_brand_ marketin> [Accessed 23 November 2020]. Vogue. 2020. Balmain. [online] Available at: <https://www.vogue.es/ moda/modapedia/marcas/balmain/114> [Accessed 15 November 2020].
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Yotka, S., 2020. Balmain Launches An Apple Music Hub Of Soundtracks, Playlists, And Inspiration. [online] Vogue. Available at: <https://www. vogue.com/article/balmain-apple-music> [Accessed 24 November 2020].
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