Comme Des Garcons x Carhartt 'CDGhartt' Collaboration

20050405 ISABELLA HONEY READ

‘SISTERS’ CDG AW88

1.0 CONTENTS

SECTION 1

F1

3

COMME DES GARCONS

4

BRAND OVERVIEW & GUIDELINES

5

BRAND IDENTITY

6

TARGET AUDIENCE

8

MARKET & POSITIONING

9

MARKETING & COMMUNICATIONS

11

CARHARTT

12

BRAND OVERVIEW & GUIDELINES

13

BRAND IDENTITY

14

TARGET AUDIENCE

16

MARKET & POSITIONING

17

MARKETING & COMMUNICATIONS

1

‘SISTERS’ CDG AW88

1.0 CONTENTS

SECTION 2 19

COLLAB NAME & RATIONALE

20

SOCIAL AGENDA

21

TARGET AUDIENCE & SEGEMENTATION

22

CONSUMER PERSONA

23

SELECTED PROMOTIONAL CHANNELS

SECTION 3

2

25

LOGO DEVELOPMENT

26

COLLAB T-SHIRT DESIGNS

29

PHOTOSHOOT INSPIRATION

30

PHOTOSHOOT PLAN

32

CAMPAIGN PHOTOSHOOT

34

PROMOTIONAL OUTPUTS

F1

F2

3

1969

Comme des Garçons, meaning “like boys” in French, was founded in Tokyo by Rei Kawakubo in 1969 (Lieber, 2017).

2004

In 2004, Rei Kawakubo and her husband Adrian Joffe established the Dover Street Market, a multi-brand retailer and concept store in Mayfair, London (Sunnucks, 2017).

2017

In 2017, the Metropolitan Costume Institute housed a retrospective exhibition celebrating all things CDG, illustrating Rei Kawakubo’s “revolutionary experiments in ‘in-betweenness’—the space between boundaries” (The Met, 2017).

DOVER STREET MARKET, LONDON

JW ANDERSON CONCESSION, DSM

4

1.1 BRAND OVERVIEW & GUIDELINES F3-7

1.2 BRAND IDENTITY

Peeping heart logo Key colours: black and red Iconic products: Zipper Wallet, Converse x CDG Play

Expression Exclusive High quality Timeless

Independent Minimalist Creative Individual

Mysterious Avant garde aesthetic Japanese Unconventional silhouettes Innovative

Unique Bold Eccentric Controversial

“In Kawakubo’s voluminous clothes one felt provocative yet mysterious and protected” (Thurman, 2014).

Anti-fashion Nonconformist

JUNYA WATANABE FOR CDG

Comme des Garçons’ brand identity is constructed around their anti-fashion ideology, shown through their heavy use of black, distressed fabrics and almost unwearable avant-garde collections. CDG is known for being provocative and unconventional as they are constantly challenging the norms within fashion, since the brands’ inception their collections have been heavily criticised.

F8

5

FAMILY GUYS

DEMOGRAPHICS Comme des Garçons’ primary audience is females over 30 (millennials) who are university educated and have a creative occupation i.e. designer or musician.

CDG consumers have a higher level of disposable income as they are focusing on their career progression before having children, placing them in the NRS social grades B-C1 (Collis, 2009).

GEOGRAPHICS The majority of CDG’s consumer base and web traffic comes from America (39%), where Comme des Garçons is most searched for in New York, Washington DC and California (Similar Web, 2022) (Google Trends, 2022). These consumers live in shared rented apartments in highly populated metropolitan areas with their friends or significant others. In 2017, nearly 32% of the adult population lived in a shared household (Fry, 2018).

1.3 TARGET AUDIENCE

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1.3 TARGET AUDIENCE

PSYCHOGRAPHICS CDG’s target demographic have an unconventional style, they value self-expression and are driven by esteem and self-actualisation needs, posting their new purchases on social media to gain the respect of others (Maslow, 1943). These consumers are morally focused, they buy from brands that reflect their beliefs, millennials “strongly believe businesses must have a purpose beyond profit” (Deloitte, 2021). CDG recently released a charity capsule collection in support of Black Lives Matter, with all profits going to a racial equality organisation (Northman, 2020).

F3-7

BEHAVIOURAL CDG’s consumers spend more on comforts and luxuries, 69% of millennials buy clothes for reasons beyond basic needs (Costin, 2019). These consumers represent 58% of mobile shoppers; they prefer to shop online and are influenced by user-generated content (Buxton, 2022). CDG’s consumers have spilt brand loyalty.

Despite millennials being the most brand-loyal generation (60%), their purchasing decisions are influenced by price, meaning a sale or discount could easily sway them to purchase from another brand (Schawbel, 2015).

F10

SOCIAL JUSTICE CAPSULE

7

Comme des Garçons’ operates within multiple markets including luxury and streetwear, they have many diffusion lines to appeal to a wide range of consumers. CDG position themselves as an exclusive brand, they build hype through a scarcity-driven strategy, releasing their garments in limited numbers. According to Edited (2017), Play products are only “in stock for 241 days and never get discounted”. Their prices range from £40 to £350, which allows consumers to purchase entry-level streetwear without having to pay the luxury prices that their competitors ask for.

In the era of ‘heightened sensitivity and perpetual rage’, cancel culture is abundant due to the ability to call out brands anonymously online, creating a new form of “digital grassroots activism” (Napoli, 2019) (Napoli, 2018). Comme des Garçons have been found guilty of cultural appropriation on multiple occasions. The most recent being in 2020, when CDG sent mostly white models down the runway wearing cornrowed lace front wigs, a traditional hairstyle in Black culture (Russo, 2020). It’s important for brands to realise they must be respectful in paying homage to marginalised groups and cultures such as employing models of that origin to represent the culture they are borrowing from.

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1.4 MARKET & POSITIONING

F11-19

CDG SHIRT CAMPAIGN 2009

1.5 MARKETING & COMMUNICATIONS Comme des Garçons utilise two key forms of marketing: experiential and print. CDG pioneered the idea of a popup shop, in 2004 CDG opened their first ‘Guerrilla’ store in Berlin, selling older stock (Sunnucks, 2017). Due to the store’s exclusivity, consumers feel encouraged to share their experience whether its word-of-mouth or on social media, helping build brand hype and awareness (Gerlach, 2016). Until 2014, Comme des Garçons had almost no online presence instead, focusing on print advertisements (Tsjeng, 2014). CDG’s print ads embody their avant-garde brand identity through the use of eccentric and abstract imagery (Sabukaru, 2022). Between 1989 and 1991, CDG released 8 volumes of a magazine titled ‘Six’, which explored the theme of the sixth sense, coinciding with the release of new collections. The magazine was almost entirely image-based focusing on the art direction and photography serving as a “visual representation of the collection” (Fu, 2017).

F20

DSM INSTAGRAM POST

BBC ICE CREAM EMAIL NEWSLETTER

10

CDG are known for their frequent collaborations with designers and brands, their most recent being a limited edition wallet collection with Billionaire Boys Club ICECREAM. The leather zipper wallet is one of CDG’s most iconic products and the designs use signature BBC ICECREAM graphics (De Leon, 2022). The four wallets are available to buy in the brands’ flagship stores, websites and other e-retailers. The collaboration was promoted through Billionaire Boys Club’s email newsletters and both the brands’ social media. Overall, the collaboration was barely promoted by Comme des Garçons, their social platforms could have been utilised a lot better. Due to the designs being Miami inspired, CDG could have opened a pop-up in Miami and implemented a competition for consumers to create their own designs.

1.5 MARKETING & COMMUNICATIONS F21&22

F23

1920-1940

1940-1970

1970-NOW

CARHARTT STORE, BERLIN

Carhartt was established as a workwear company by Hamilton Carhartt in Detroit, Michigan, 1889 (Carhartt, 2022). Carhartt began by selling premium heavy-duty apparel such as overalls and dungarees but in 1994 they started selling clothing under the name Carhartt Work In Progress (WIP), which has evolved into a streetwear/skater brand (Highsnobiety, 2022).

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1.6 BRAND OVERVIEW & GUIDELINES F24--27

1.7 BRAND IDENTITY

Key colours: yellow and black Logo: letter ‘C’ stylised in the shape of a wave to represent movement and progression (1000Logos, 2022).

Iconic products: double-front work dungaree and overall, acrylic watch Cap (beanie)

Protective Sharing adventures Trustworthy

Outdoorsy Adventurous Strong Hard-working

Adventurous Craftsmanship Honest Masculine Rugged

Union supporters Family owned brand Brand motto - “Honest value for an honest dollar,” Philanthropists True to its roots American heritage brand

Trendy Edgy Independent

CARHARTT OPENING, DETROIT

Carhartt’s brand identity is rooted in American tradition, it’s a family owned brand whose motto is “honest value for an honest dollar”. To celebrate new store openings in the US, Carhartt smashes a wall with a sledgehammer instead of a traditional ribbon-cutting ceremony (DeMasi, 2012). Carhartt is consistent in displaying their protective and trustworthy brand values, shown through philanthropic acts such as the production of over 2 million medical garments during the Covid-19 pandemic (Gallivan, 2020).

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DEMOGRAPHICS Carhartt is popular among working-class tradesmen due to their durable and functional workwear. Their primary demographic is millennial and generation X males, aged 35-50. These consumers aren’t university educated as a degree is not required for manual labour jobs. Politicians including Barack Obama and Sarah Palin have worn Carhartt in an attempt to connect with blue-collar voters (Riley, 2017).

BARACK OBAMA IN CARHARTT

GEOGRAPHICS Carhartt’s consumer base is predominantly American, Canadian and European with 77% of their website traffic coming from the US (Similar Web, 2022). According to Google Trends (2022), within the US Carhartt is most popular in Maine (100), Vermont (97) and Michigan (93). Consumers who live in these towns are homeowners who live with their families in suburban areas, placing them in group 3 ‘Comfortable Communities’ (CACI, 2020).

SARAH PALIN IN CARHARTT

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1.8 TARGET AUDIENCE F29&30

1.8 TARGET AUDIENCE

PSYCHOGRAPHICS Carhartt’s primary consumers are hard workers, 73% of millennials work more than 40 hours a week (Nair, 2017). These consumers are family orientated, they have a nuclear family whom they work to support and therefore value a work-life balance. Carhartt consumers live an active outdoorsy and adventurous lifestyle, they enjoy going camping, hunting and fishing.

BEHAVIOURAL Carhartt garments are investment pieces, they’re long-lasting therefore consumers will purchase new workwear every two to three years. These consumers are loyal due to Carhartt’s high quality and lifetime warranty as well as their ‘Ground Breakers Loyalty Program’. The program is offered to American and Canadian consumers, where they can receive a $10 reward for every 1,000 points earned (Carhartt, 2022). According to Forbes, 60% of Millennials commit to being to loyal to a brand if they offer loyalty programs with discounts (Costin, 2019).

CARHARTT BIB OVERALLS

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CARHARTT F/W 20

Carhartt’s two brands are very successful within the markets in which they operate: workwear and streetwear. Carhartt is a mid-market bridge brand, whose workwear products are investment pieces. Their style-focused diffusion line, Carhartt WIP is a European based high-end high street brand which targets a different younger consumer group and aligns Carhartt with the current cultural and generational zeitgeist (Gordon, 2016). Carhartt WIP’s clever and innovative designs are what have led the brand to become a subcultural icon.

16

The Ukrainian crisis has had a huge global economic impact and the fashion industry and adjacent markets are seeing adverse effects.

The conflict has caused supply chain disruptions as a result of high fuel costs and travel bans (Bell et al., 2022). Due to rising costs in all sectors and loss of disposable income, a ‘makedo-and-mend attitude’ is emerging giving rise to the repair economy. Consumers are looking to repair old and worn clothing or purchase secondhand rather than buying new (WGSN, 2022). Carhartt is yet to offer a repair service as they stand by the craftsmanship and quality of their garments however it’s a service they could look into employing.

1.9 MARKET & POSITIONING F32-39

2.0 MARKETING & COMMUNICATIONS Carhartt implements a multi-channel marketing strategy through techniques including social and print. Carhartt uses email newsletters to keep consumers informed on new product releases and sales announcements. Carhartt has four million combined followers across their social media and are cohesive in their promotional content on these channels. The majority of their social media posts are user-generated, customers who post their Carhartt gear and tag them get the opportunity to be featured (Jankowski, 2020) (Carhartt, 2022). Carhartt WIP also produces a magazine which explores the key subcultures surrounding the brand’s DNA including “skateboarding, club culture, hip hop, art, high fashion” (Allwood, 2018).

F40&41

CARHARTT INSTA GRID

CARHARTT EMAIL NEWSLETTER

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CARHARTT X CONVERSE INSTA POST

CARHARTT EMAIL NEWSLETTER

2.0 MARKETING & COMMUNICATIONS

Carhartt WIP’s most recent collaboration is with Converse CONS, consisting of two skate performance shoes that combine iconic elements from both brands. The collaboration was announced and promoted through both brands’ social platforms and had a limited store release. To celebrate the launch of the collection the two brands hosted an immersive skate event over two days in a cultural space in Paris.

The event aimed to bring the collab to life through skateable areas, local DJs and art murals (Carhartt WIP, 2022).

There was minimal marketing surrounding this event and the collaboration overall. The brands could have placed billboards in urban areas and skate parks to target their ideal consumer or used a hashtagged TikTok campaign to help spread awareness and boost sales. Nearly 40% of Gen Z say they’re directly influenced by products they see on TikTok (Gillis et al., 2021).

F42&43

2.1 COLLAB NAME & RATIONALE

Carhartt and guest designer Comme des Garçons are collaborating on a t-shirt capsule marketed through a multi-channel strategy including a zine and pop-up event. The collaboration aims to celebrate the two brands’ shared subcultures and consumers while raising money in support of the mental health of young Americans.

Carhartt and CDG both gain from the collaboration, the symbolic co-branding displays their shared identity and values. The CDGhartt collaboration allows both brands to expand into new market segments (luxury and mid-market streetwear) as well as enhancing brand awareness and reach (Rollet et al., 2013). Carhartt can use this collaboration to reinforce their brand values displayed through the mental health agenda while gaining a more loyal relationship with consumers who demand more from brands (Johnstone, 2022). They also benefit from the ‘cool factor’ gaining credibility and large scale exposure from the luxury brand that is CDG (Cope & Maloney, 2016). The use of this high-low collaboration, gives CDG a ‘point of market entry’, making the brand more accessible to younger demographics (Cope & Maloney, 2016). Both brands have a cult following in their own right therefore, the use of the drop model for a limited streetwear capsule collection creates hype, scarcity and demand for the products (Maguire, 2019).

F2

19

The CDGhartt collaboration has a mental health initiative, due to the decline in young people’s mental health following the Covid-19 pandemic. In 2019, over 50 million US adults were diagnosed with a mental illness (SAMHSA, 2019).

Over two-thirds (68%) of young people said that their mental health got worse during lockdown with almost half describing their mental health as ‘poor’ or ‘very poor’ (Mind, 2020). The t-shirt designs will be mental health inspired and the zine will contain resources from the Youth Mental Health Project, a US-based charity which works “to raise awareness about the urgent need to focus on the mental health of our nation’s youth” (YMH Project, 2022).

The YMH Project provides support and aims to remove stigma around mental health conditions, fifty percent of the proceeds from the collection and the zine will be donated to Youth Mental Health Project.

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50 MILLION US ADULTS WERE DIAGNOSED WITH A MENTAL ILLNESS IN 2019

YMH PROJECT RESOURCES The Youth Mental Health Project™ EMPOWERS families and communities to act with the KNOWLEDGE, SKILLS, and RESOURCES they need to support the SOCIAL, EMOTIONAL, and BEHAVIORAL health of youth.

MENTAL HEALTH

What is it?

Mental health includes our emotional, psychological, and social well-being. It can affect a whole range of actions including how we think, feel, and act. Mental health also determines how we handle stress, relate to others, and make choices. It is important throughout every stage of our life, from childhood all the way through adulthood. You may experience mental health problems through the course of your life, and many factors contribute to this including, biological factors, life experiences, and family 1 history.

Early Warning Signs

If you or someone you know is experiencing one or more the the 1 following feelings or behaviors, it can be an early warning sign: Eating or sleeping too much or too little Having low or no energy Pulling away from people & usual activities Feeling helpless or hopeless Experiencing severe mood swings that cause problems within relationships

Mental Health & Wellness

It is important to keep up with mental health because positive mental health can allow you to realize your full potential, cope with the stresses of life, work productively, and make meaningful contributions to your community. Some ways to maintain mental health if you feel you need it would be to get professional help, connect with others, getting physically active, developing coping skills, helping others, getting enough sleep, and talking with others 1 if you are struggling.

1. MENTALHEALTH.GOV

2.2 COLLAB SOCIAL AGENDA

68 PERCENT

OF YOUNG PEOPLE SAID THAT THEIR MENTAL HEALTH GOT WORSE DURING LOCKDOWN

46 PERCENT

OF YOUNG PEOPLE DESCRIBED THEIR MENTAL HEALTH AS ‘POOR’ OR ‘VERY POOR’ DURING LOCKDOWN

F44&45

2.3 TARGET AUDIENCE & SEGMENTATION CDGhartt’s target demographic consists of Carhartt and CDG’s shared secondary audience of skaters and streetwear communities, the younger Gen Z customers of Carhartt WIP and CDG PLAY. These consumers are males aged 18-25, in short term relationships, who are currently studying at university or have recently graduated and are about to enter the professional environment. This audience is categorised within the NRS social grades C1-E as they have a low income due to their part-time/graduate job (Collis, 2009). These consumers live in largely student occupied urban metropolitan areas, in shared flats or housing. Therefore, they align with several of ACORN’s geo-demographic segments, including the whole of Group K ‘Student Life’ and ‘Socialising Young Renters’ (2.D.17) (CACI, 2020).

This audience’s key interests include skateboarding, social media and activism.

The various lockdowns have influenced young people to pick up new hobbies like skateboarding. This post-pandemic community of skaters are driven by the mental and physical benefits of skateboarding. A study found skateboarding can “reduce stress, increase confidence and provide escapism” (Skateboard GB, 2020).“Skateboarding also acts as a force of social disruption, where young men and women, often from underprivileged communities, find a means to express themselves through skateboarding” (Humphrey, 2020). Activism is important to consumers in these communities, Gen Z is at the forefront of current protests and are determined to see change. 73% of Gen Z say being politically and socially engaged is very important to their identity (Irregular Labs, 2019). Skater communities purchase new garments frequently, 45% of consumers purchase streetwear once a month (Hypebeast, 2019). Despite streetwear consumers having a lower income, 54% tend to spend between $100-$500 on clothing each month (Menendez & Nitschke, 2019). These consumers are digital natives and constant social media users. In a post-lockdown world, Gen Z consumers prefer to use social media to find inspiration and research streetwear but purchase in-store, 81% of Gen Z say they like to shop in-store as it allows them to get outside and detox from the digital world (A.T. Kearney, 2019).

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CARHARTT F/W 21

21

NAME: SOCIALLY CONCIOUS SKATER

ILLEGAL, REDMAN, TREACH IN CARHARTT

ATTITUDES Driven by creativity and ways of expressing themselves.

Fashion conscious - likes to stay ahead of trends and in line with hype culture.

Politically and socially engaged.

Participates in outdoor activities that benefit mental health.

BEHAVIOURS BIOGRAPHY: AGE: 22

FAVE BRANDS & APPS:

GENDER: Male MARITAL STATUS: In a relationship EDUCATION: Media Degree OCCUPATION: Retail Assistant LOCATION: New York City

Purchase: Monthly Spend: $100-$500 Influenced by social media and user-generated content on YouTube and TikTok. Prefers to research clothing online but purchase in-store.

GOALS To buy luxury streetwear for an affordable price To express themselves free of judgement Be happier and improve their mental health and wellbeing (Napoli, 2020).

To “destroy antiquated beliefs and systems” (Napoli, 2020).

PREFFERED CHANNELS KEY WORDS:

2

ACTIVIST ADVENTUROUS SELF-ASSURED SOCIAL ON THE GO CREATIVE CULTURED ARTISTIC

ARIZONA POLICE PROTEST

2.4 CONSUMER PERSONA

Spends 11 hours a week on their phone, which is their primary device (Criteo, 2018) Spends 1 hour a week reading print magazines, as it allows them to unplug (Dool, 2018) (Schaub, 2016).

Depop user: likes to buy resale streetwear from the 90s to satisfy their love for the nostalgia aesthetic (Maguire, 2019).

F47-54

2.5 SELECTED PROMOTIONAL CHANNELS

PRE: To promote the collection before its release, a series of billboard advertisements will be placed in specific areas targeted toward the collaboration’s key demographic such as skate parks and largely student occupied neighbourhoods (i.e.

Queens and Brooklyn). Also, targeted social media adverts and posts on both the brands’ accounts will be utilised, featuring the same visuals to ensure cohesion across the marketing materials.

DURING: The mid-campaign marketing includes a pop-up event promoting the capsule collection and a zine to complement it. CDGhartt will have its own pop-up concession inside CDG’s Dover Street Market, New York, to deliver the collection direct to its core consumers. The pop-up launch will be an invite-only event for influencers and culturally important people. The use of a guest listed event and temporary timeframe creates a sense of exclusivity and builds hype around the collaboration across social media. The pop-up will appeal to CDGhartt’s key consumer as they’re someone who prefers to shop in-store since it provides a form of therapy and fulfils their aesthetic and self-actualisation needs through a physical retail experience (Faramarzi, 2021) (Maslow, 1970a). The pop-up will be designed with wellbeing in mind with Instagram-worthy interiors proven to benefit mental health including mood-boosting colours, natural elements and minimalistic decor to allow for co-creation and engagement.

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DOVER STREET MARKET, NEW YORK

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DURING: Both Carhartt WIP and CDG employ the use of magazines within their marketing strategy therefore a zine will be produced alongside the capsule collection. The zine will take inspiration from the bold visuals and monochromatic images in both Six and Carhartt WIP magazine. The zine will also contain mental health resources provided by the YMH Project to align it with the social agenda which influenced the campaign. While CDGhartt’s target consumer spends most of their time online, they spend an hour week reading magazines, choosing physical forms of print as it allows them to unplug from the digital world (Schaub, 2016).

POST:

CARHARTT WIP MAGAZINE ISSUE 6

After the campaign launch, images from the pop-up event will be posted on the brands’ social platforms in order to further raise awareness about the collection. User-generated content from consumers who have visited the pop-up and tagged the campaign with the #CDGharttdrop will have the chance to be reposted on the Carhartt WIP and Dover Street Market socials. Both the pre and post-campaign social media marketing helps the consumer to gather information about the collection from the brands directly through their social platforms and user-generated content, which CDGhartt’s target demographic is easily influenced by.

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2.5 SELECTED PROMOTIONAL CHANNELS

3.1 LOGO DEVELOPMENT

STAGE1 STAGE 2 25

DESIGN 1:

CHERRY BLOSSOM

Design 1 shows the collaboration logo on the front. The back design displays an edited version of the Carhartt ‘C’ logo with Japanese symbols that translate to the phrase ‘health first’ and cherry blossom inside it, in inverted colours to have a more masculine feel.

Comme des Garçons was founded in Japan therefore the designs feature symbols that represent Japan as well as mental health, such as cherry blossom as it symbolises the fleeting nature of life and spring, a time of renewal (Takeda, 2014).

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3.3 COLLABORATION DESIGNS

F56

CDG PRINT AD 2001

3.3 COLLABORATION DESIGNS

DESIGN 2:

CDG PRINT AD A/W95

F57&58

Design 2 features the collaboration name written in the Carhartt font with a barcode text effect using cherry blossom. The design is inspired by the colours and use of flowers in CDG’s print adverts. The back design is retro-inspired to appeal to the target audience’s love for the nostalgia aesthetic.

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DESIGN 2: EDITING PROCESS

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3.3 COLLABORATION DESIGNS

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3.4 PHOTOSHOOT INSPIRATION

F60-63

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CONCEPT: A LOCATION BASED PHOTOSHOOT, DISPLAYING CDGHARTT T-SHIRT 1 IN FRONT OF URBAN ARCHITECTURE FOR USE IN A ZINE AND AS CAMPAIGN IMAGERY. THE IMAGES WILL BE TAKEN ON 35MM FILM USING A DISPOSABLE CAMERA AND SHOT IN COLOUR THEN EDITED TO BLACK AND WHITE, TO CREATE THE SAME VINTAGE EFFECT AS THE IMAGERY IN CDG’S SIX MAGAZINE. LIGHTING: NATURAL & CAMERA FLASH. LOCATIONS: MANCHESTER CITY CENTRE, NORTHERN QUARTER AND ANCOATS: HALLE ST PETERS, CARHARTT WIP STORE, NORTHERN FLOWER NQ AND STEVENSON SQUARE GRAFFITI.

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3.5 PHOTOSHOOT PLAN

F64-68

3.5 PHOTOSHOOT PLAN

F69

MODEL

STYLING

LIAM, 21

THE MODEL WILL BE DRESSED IN THE CDGHARTT T-SHIRT AND BLUE BAGGY CARHARTT JEANS, EMBRACING THE SKATER AND STREETWEAR AESTHETIC.

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3.6 CAMPAIGN PHOTOSHOOT

3.6 CAMPAIGN PHOTOSHOOT

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BILLBOARDS

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3.7 PROMOTIONAL OUTPUTS F70

3.7 PROMOTIONAL OUTPUTS

SOCIAL MEDIA POSTS

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ZINE

HTTPS://ISSUU.COM/ISABELLAHONEYREAD/DOCS/CDHARTT_ZINE_2

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3.7 PROMOTIONAL OUTPUTS F71

3.7 PROMOTIONAL OUTPUTS

F72-78

POP UP MOODBOARD

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POP UP INVITE

THE IMAGERY USED IS THE SAME AS DESIGN 2 TO CREATE COHESION. THE INVITE IS INSPIRED BY A 2001 CDG PRINT ADVERT.

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3.7 PROMOTIONAL OUTPUTS F79

REFERENCES 1000Logos (2022) Carhartt Logo Evolution History and Meaning. 1000logos.net. [Online] [Accessed on 22 March 2022] https://1000logos.net/carhartt-logo/ A.T. Kearney (2019) How Gen Z’s concern with emotional health fuels retail growth and failure. A.T. Kearney. [Online] [Accessed on 12 April 2022] https://www.de.kearney.com/consumer-goods/article?/a/how-gen-z-s-concern-with-emotionalhealth-fuels-retail-growth-and-failure Allwood, E. (2018) Carhartt WIP’s new magazine explores skating, art, and subculture. Dazed. [Online] [Accessed on 28 April 2022] https://www.dazeddigital.com/fashion/article/40301/1/carhartt-wip-print-magazine-issue-1-skating-art-andsubculture Bell, A. (2020) Future Consumer 2022 by WGSN. WGSN. [Online] [Accessed on 15 April 2022] https://createtomorrowwgsn.com/1927340/16/ Bell, A., Napoli, C., Rees, A. and Wahi, R. (2022) Ukraine Conflict: Business Implications. Brand Strategy. [Online] WGSN. [Accessed on 6 April 2022] https://www.wgsn.com/insight/article/93318 Brand identity Prism (Kapferer, 1992) (Kapferer, J-N. (1992) Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity., New York: The Free Press) Buxton (2022) 10 Facts about Millennials That Every Retailer Should Know. Buxtonco.com. [Online] [Accessed on 14 April 2022] https://www.buxtonco.com/blog/10-facts-about-millennials-that-every-retailer-should-know CACI (2014) ACORN User Guide [PDF] London: CACI Limited, pp.28-37. [Accessed on 1 October 2021] https://acorn.caci. co.uk/downloads/Acorn-User-guide.pdf Carhartt (2022) About Carhartt. Carhartt.com. [Online] [Accessed on 16 March 2022] https://www.carhartt.com/gb/engb/content/about-carhartt Carhartt (2022) Carhartt Community. carhartt.com. [Online] [Accessed on 31 March 2022] https://www.carhartt.com/ gb/en-gb/content/flowbox Carhartt (2022) Ground Breakers Loyalty Program. Carhartt. [Online] [Accessed on 12 April 2022] https://companygear. carhartt.com/content/groundbreakers-about?catalogId=10551&langId=-1&storeId=10201 Carhartt WIP (2022) Converse CONS x Carhartt WIP. Instagram.com. [Online] [Accessed on 6 April 2022] https://www. instagram.com/p/Cb7rvnUt8G-/ Collis, D. (2009) Social Grade: A Classification Tool. [PDF] IPSOS, p.3. [Accessed on 12 April 2022] https://www.ipsos. com/sites/default/files/publication/6800-03/MediaCT_thoughtpiece_Social_Grade_July09_V3_WEB.pdf Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. London: Bloomsbury Publishing Ltd.

Costin, G. (2019) Millennial Spending Habits and Why They Buy. Forbes. [Online] [Accessed on 12 April 2022] https:// www.forbes.com/sites/forbesbooksauthors/2019/05/01/millennial-spending-habits-and-why-they-buy/?sh=1ba473ee740b Criteo (2018) Gen Z Report. [Online] Criteo. [Accessed on 15 April 2022] https://www.criteo.com/wp-content/uploads/2018/05/GenZ-Report.pdf De Leon, P. (2022) Billionaire Boys Club x COMME des GARÇONS Team Up on 4-Piece Wallet Capsule. HYPEBAE. [Online] [Accessed on 10 April 2022] https://hypebae.com/2022/3/billionaire-boys-club-comme-des-garcons-leather-walletcollaboration-price-release-date Deloitte (2021) The Deloitte Global 2021 Millennial and Gen Z Survey: A call for accountability and action. The Deloitte Global Millennial and Gen Z Survey. [Online] Deloitte. [Accessed on 14 April 2022] https://www2.deloitte.com/content/ dam/Deloitte/global/Documents/2021-deloitte-global-millennial-survey-report.pdf DeMasi, M. (2012) Forget the fake scissors, bring the sledgehammer: Carhartt’s grand opening at Crossgates Mall. Albany Business Review. [Online] [Accessed on 30 March 2022] https://www.bizjournals.com/albany/morning_call/2012/04/ forget-the-fake-scissors-bring-the.html Dool, G. (2018) Could Gen-Z Represent an Emerging Market for Print Media?. Folio. [Online] [Accessed on 15 April 2022] https://archive.foliomag.com/gen-z-represent-emerging-market-print-media-industry-notes/ Faramarzi, S. (2021) Post-pandemic playbook: What Gen Z want from physical retail. Vogue Business. [Online] [Accessed on 15 April 2022] https://www.voguebusiness.com/consumers/post-pandemic-playbook-what-gen-z-want-from-physicalretail-adidas Fry, R. (2019) More adults now share their living space, driven in part by parents living with their adult children. Pew Research Center. [Online] [Accessed on 13 April 2022] https://www.pewresearch.org/fact-tank/2018/01/31/more-adultsnow-share-their-living-space-driven-in-part-by-parents-living-with-their-adult-children/ Fu, J. (2017) A Look Inside COMME des GARÇONS’s Rare ‘Six’ Magazine. HYPEBEAST. [Online] [Accessed on 28 April 2022] https://hypebeast.com/2017/3/comme-des-garcons-six-magazine Gallivan, J. (2020) How Carhartt went from overalls and beanies to medical masks. Nypost.com. [Online] [Accessed on 29 March 2022] https://nypost.com/2020/06/03/how-carhartt-went-from-overalls-and-beanies-to-medical-masks/ Gerlach, B. (2016) How Comme Des Garçons Changed Retail With Its Pop-Up Stores. FIB. [Online] [Accessed on 10 April 2022] https://fashionindustrybroadcast.com/2016/12/30/comme-des-garcons-changed-retail-pop-stores/ Gillis, L., Pelino, J. and Gilman, J. (2021) Understand Me, Don’t Define Me. [Online] IRi. [Accessed on 6 April 2022] https://www.iriworldwide.com/IRI/media/Library/IRI-Report-Understand-Me-Dont-Define-Me.pdf Google Trends (2022) Carhartt Interest. Google Trends. [Online] [Accessed on 13 April 2022] https://trends.google.com/ trends/explore?geo=US&q=%2Fm%2F08vntw

Google Trends (2022) Comme des Garçons Interest. Google Trends. [Online] [Accessed on 13 April 2022] https://trends. google.com/trends/explore?geo=US&q=%2Fg%2F1ym_bn64x Gordon, C. (2016) How Carhartt WIP became a subcultural phenomenon. Dazed. [Online] [Accessed on 4 April 2022] https://www.dazeddigital.com/fashion/article/33303/1/how-carhartt-wip-became-a-subcultural-phenomenon-archives-book-rizzoli Highsnobiety (2022) Carhartt WIP: What to Know About the Clothing Brand. Highsnobiety. [Online] [Accessed on 16 March 2022] https://www.highsnobiety.com/tag/carhartt-wip/ Humphrey, Q. (2020) Youth Trends: A New Skate of Mind. [Online] WGSN. [Accessed on 6 April 2022] https://www. wgsn.com/insight/article/87779 Irregular Labs (2019) The Irregular Report: Gender, Activism, and Gen Z. Medium. [Online] [Accessed on 15 April 2022] https://medium.com/irregular-labs/the-irregular-report-gender-activism-and-gen-z-f8728212ef19 Jankowski, P. (2020) Update Your Brand’s Approach To Diversity—Carhartt Shows You The Way. Forbes. [Online] [Accessed on 31 March 2022] https://www.forbes.com/sites/pauljankowski/2020/09/25/update-your-brands-approach-todiversity--carhartt-shows-you-the-way/?sh=11846e4d7c1f Johnstone, G. (2022) Branding & Collaborations. Manchester Metropolitan University. Distributed 18/03/22, Lecture 2 for ‘Visual Communication 2’.

Lieber, C. (2017) The Vast, Mysterious Empire of Comme des Garçons. Racked. [Online] [Accessed on 7 April 2022] https://www.racked.com/2017/4/26/15434296/comme-des-garcons-brands Maguire, L. (2019) Brand collaborations: What worked in 2019. Vogue Business. [Online] [Accessed on 4 May 2022] https://www.voguebusiness.com/companies/collaborations-2019-virgil-abloh-ikea-rick-owens-birkenstock-supremestone-island-sacai-nike Maguire, L. (2019) Gen Z wants something very different from streetwear. Vogue Business. [Online] [Accessed on 15 April 2022] https://www.voguebusiness.com/consumers/gen-z-streetwear-supreme-off-white-depop-adidas Maslow, A. (1943). ‘A Theory of Human Motivation’, Psychological Review, 50, pp.370-96 Maslow, A. H. (1970a). Motivation and personality. New York: Harper & Row. Menendez, E. and Nitschke, D. (2019) Streetwear Market Statistics & Global Trends. Strategy& and Hypebeast. [Online] [Accessed on 12 April 2022] https://strategyand.hypebeast.com/streetwear-report-market-statistics-global-trends Mind (2020) How has the coronavirus pandemic impacted our mental health?. Mind.org.uk. [Online] [Accessed on 3 May 2022] https://www.mind.org.uk/media-a/5929/the-mental-health-emergency_a4_final.pdf Nair, P. (2017) Will millennials and Gen Z rule the workforce by 2020?. Growth Business. [Online] [Accessed on 12 April 2022] https://www.growthbusiness.co.uk/will-millennials-and-gen-z-rule-workforce-2020-2551152/

Napoli, C. (2018) Gen Z: Purpose-Driven Influencers. WGSN. [Online] [Accessed on 10 April 2022] https://www.wgsn. com/insight/article/79862 Napoli, C. (2019) The Age of Heightened Sensitivity. WGSN. [Online] [Accessed on 10 April 2022] https://www.wgsn. com/insight/article/83672 Napoli, C. (2020) Gen Z: Emotions in 2020. WGSN. [Online] [Accessed on 15 April 2022] https://www.wgsn.com/insight/ article/88119#page7 Napoli, C. (2020) The Happiness Spectrum. WGSN. [Online] [Accessed on 15 April 2022] https://www.wgsn.com/insight/ article/86903 Northman, T. (2020) COMME des GARÇONS CDG Drops Social Justice Charity Capsule. HYPEBAE. [Online] [Accessed on 14 April 2022] https://hypebae.com/2020/6/comme-des-garcons-cdg-charity-capsule-black-lives-matter-donationminnesota-northside-achievement-zone-support Riley, T. (2017) What It Means to Be a Working-Class Clothing Brand in America Today. Esquire. [Online] [Accessed on 22 March 2022] https://www.esquire.com/style/mens-fashion/a56175/carhartt-american-workwear/ Rollet, M., Hoffmann, J., Coste-Manière, I. and Panchout, K. (2013) ‘The concept of creative collaboration applied to the fashion industry’. [online] Journal of Global Fashion Marketing, 4(1) pp.57-66. [Accessed on 4 May 2022] https://www. researchgate.net/publication/271936161_The_concept_of_creative_collaboration_applied_to_the_fashion_industry Russo, G. (2020) Seriously, What Was Comme des Garçons Thinking?. Teen Vogue. [Online] [Accessed on 10 April 2022] https://www.teenvogue.com/story/comme-des-garcons-cultural-appropriation Sabukaru (2022) Comme des Garçons Print Campaigns: Out of The Box Advertising. Sabukaru Online. [Online] [Accessed on 10 April 2022] https://sabukaru.online/articles/comme-des-garons-print-campaigns-out-of-the-box-advertising SAMHSA (2019) National Survey of Drug Use and Health. SAMHSA. [Online] [Accessed on 3 May 2022] https://www. samhsa.gov/data/sites/default/files/reports/rpt29394/NSDUHDetailedTabs2019/NSDUHDetTabsSect8se2019.htm#tab8-17c Schaub, M. (2016) 92% of college students prefer print books to e-books, study finds. Los Angeles Times. [Online] [Accessed on 15 April 2022] https://www.latimes.com/books/jacketcopy/la-et-jc-92-percent-college-students-prefer-paperover-pixels-20160208-story.html Schawbel, D. (2015) 10 New Findings About The Millennial Consumer. Forbes. [Online] [Accessed on 13 April 2022] https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/?sh=52faa2066c8f Silbert, J. (2021) COMME des GARÇONS Revives “Guerilla” Pop-Up Shops. Highsnobiety. [Online] [Accessed on 10 April 2022] https://www.highsnobiety.com/p/comme-des-garcons-guerilla-pop-up-store/

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IMAGE REFERENCES 1. Britt, J. (1988) Comme des Garçons AW88 campaign ‘Sisters’. [image] [Accessed on 16 April 2022] https://www. dazeddigital.com/fashion/article/35770/1/comme-des-garcons-met-ball-rei-kawakubo-dover-street-market/ 2. Tsuguya, I. (1989) Comme des Garçons Campaign Spring/Summer 1989. [image] [Accessed on 18 April 2022] https:// www.somestudies.com/studies/printed-matter-by-comme-des-garons 3. Hello! (2018) Dover Street Market Exterior. [image] [Accessed on 17 April 2022] https://www.hellomagazine.com/fashion/news/2018032959089/30th-birthday-dover-street-market-collaboration/ 4. Wallpaper (2016) JW Anderson concession at Dover Street Market. [image] [Accessed on 17 April 2022] https://www. wallpaper.com/fashion/dover-street-market-opens-new-haymarket-hub 5. Comme des Garçons (2018) Comme des Garçons Red Play Logo. [image] [Accessed on 22 March 2022] https://www. grailed.com/drycleanonly/comme-des-garcons-brand-guide 6. Comme des Garcons (2018) CDG Black Logo. [image] [Accessed on 16 April 2022] https://www.de-facto.com/work/ cdg 7. Comme des Garçons (2018) Comme des Garçons Black Logo. [image] [Accessed on 22 March 2022] https://alchetron.com/Comme-des-Garçons 8. Comme des Garcons (2022) Junya Watanabe for Comme des Garcons Distressed Sweater. [image] [Accessed on 13 May 2022] https://www.1stdibs.com/fashion/clothing/sweaters/comme-des-garcons-distressed-sweater/id-v_224310/ 9. N’djoli, J. (2020) Comme des Garcons Play ‘Family Guys’ Collection Pink Jumper. [image] [Accessed on 17 April 2022] https://hypebeast.com/2020/9/comme-des-garcons-cdg-play-family-guys-collection-editorial-jean-jacques-ndjoli 10. Dover Street Market (2020) Social Justice Charity Capsule Jacket. [image] [Accessed on 17 April 2022] https:// hypebae.com/2020/6/comme-des-garcons-cdg-charity-capsule-black-lives-matter-donation-minnesota-northsideachievement-zone-support 11. Issey Miyake (2021) Issey Miyake Logo. [image] [Accessed on 25 March 2022] https://1000logos.net/issey-miyake-logo/ 12. Jil Sander (2022) Jil Sander Logo. [image] [Accessed on 25 March 2022] https://en.wikipedia.org/wiki/File:Jil_Sander_logo.svg 13.Undercover (2022) Undercover by Jun Takahashi Logo. [image] [Accessed on 25 March 2022] https://commons.wikimedia.org/wiki/File:Undercover-logo.jpg 14.Sacai (2022) Sacai Logo. [image] [Accessed on 25 March 2022] https://ekademe.com/sacai 15. Kenzo (2022) Kenzo Logo. [image] [Accessed on 25 March 2022] https://www.dreamstime.com/illustration/kenzo-logo.html

16.Noah (2022) Noah Logo. [image] [Accessed on 25 March 2022] https://www.pinclipart.com/pindetail/Tohomm_noah-logo-noah-clothing-logo-clipart/ 17. Brain Dead (2022) Brain Dead Logo. [image] [Accessed on 25 March 2022] https://wearebraindead.com 18.Palace (2022) Palace Logo. [image] [Accessed on 25 March 2022] https://www.subpng.com/png-xj22tp/ 19. Stussy (2021) Stussy Logo. [image] [Accessed on 25 March 2022] https://1000logos.net/stussy-logo/ 20. Comme des Garcons (2009) Comme des Garçons Shirt Campaign Spring 2009. [image] [Accessed on 18 April 2022] https://sabukaru.online/articles/comme-des-garons-print-campaigns-out-of-the-box-advertising 21. Billionaire Boys Club ICE CREAM (2022) Comme des Garcons x BBC ICECREAM Email Newsletter. [image] [Accessed on 18 April 2022] https://milled.com/BillionaireBoysClubIceCream/comme-des-garcons-x-bbc-icecream-lMr29DVMLOJ3NhzI 22. Dover Street Market (2022) CDG Wallet x Billionaire Boys Club. [image] [Accessed on 18 April 2022] https://www. instagram.com/p/CbphkebOdg9/ 23. Morin, A. (2022) Carhartt WIP SS19. [image] [Accessed on 18 April 2022] http://www.axelmorinstudio.com/carhartt-wip-ss19 24. Phillipson, T. (2015) Carhartt Berlin Photography. [image] [Accessed on 18 April 2022] https://www.auto64.com/ portfolio/carhartt-berlin-photography/ 25. 1920-1940 (Logos World (2022) 1920-1940 Carhartt Logo. [image] [Accessed on 22 March 2022] https://logos-world.net/carhartt-logo/) 26. 1940s-1970s (Logos World (2022) 1940s-1970s Carhartt Logo. [image] [Accessed on 22 March 2022] https://logos-world.net/carhartt-logo/) 27. 1970’s-Now (Logos World (2022) 1970’s-Now Carhartt Logo. [image] [Accessed on 22 March 2022] https://logos-world.net/carhartt-logo/) 28. PR Newswire (2015) Carhartt Opens the Door to Its New Flagship Store in Midtown Detroit. [image] [Accessed on 18 April 2022] https://www.prnewswire.com/news-releases/carhartt-opens-the-door-to-its-new-flagship-store-in-midtown-detroit-300134224.html 29. Barack Obama in Carhartt. (2015) [image] [Accessed on 18 April 2022] https://www.facebook.com/CarharttEurope/photos/president-obama-wears-our-crowley-jacket/1042641772413774/ 30. Wagner, J. (2008) Sarah Palin Speaks With Supporters. [image] [Accessed on 19 April 2022] https://www.stylebistro.com/lookbook/Sarah+Palin/6WZmke2Hatd 31.Company Casuals (2022) Dirty Carhartt Duck Unlined Bib Overalls. [image] [Accessed on 23 April 2022] https://catalog.companycasuals.com/p/11172_CarharttBr

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