HOMME
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ANTONELLA CAMARGO BUENO BA FASHION MARKETING & COMMUNICATION LEVEL 5, 2017- 2018 5FAMK003C NICOLAS GODON
4
Executive Summary
28
Objectives
7
Brand Profile
30
Inspiration
10
Positioning
33
What not to do
15
Current Situation
34
Editorial
16
Communication Background
50
Lookbook
22
The Message
64
Mini- Site
25
Target Market
67
References
Executive Summary
E X E C U T I V E S U M M A R Y
CÉLINE HOMME
CĂŠline is a French luxury brand who offers ready to wear clothes and leather goods for women. In this report, it is proposed a capsule collection for men. The collection style will follow the same belief as the women products, which is simplicity and minimalism. This collection is created to change a bit the direction of the brand. Moreover, it is important to highlight that men have become as important as women in the luxury fashion industry.
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Brand Profile
CÉLINE HOMME
BRAND PROFILE
What it is Céline?
Céline is a luxury French fashion house founded by Céline Vipiana. The brand is owned by LVMH group since 1996. “Céline is a company which creates affinities, built on a clear value system: sincerity, agility and focus.” (LVMH,2017). Céline has an extensive product range offering ready to wear, leather goods, accessories and shoes. The brand is characterised as an elegant, timeless modernity, minimalistic, chic and effortless brand. “The house aesthetic is clean, elegant and comfortable with a point of view that’s disciplined but always eased. The major focus of the luxury fashion house is on “less but excellent”.” (LVMH, 2017)
“To make beautiful, sincere and genuine products which empower women and give them joy in dressing and living for themselves.” (LVMH,2017)
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Positioning
CÉLINE HOMME
POSITIONING
Market Situation
Céline operates in a competitive market, despite that the luxury house is known as a unique brand. The labels below are Céline current competitors for the women line, and they would be the same for the men capsule collection. Some of Céline’s competitors belong to the same group as Céline, LVMH. Céline is focused on elegant women who are looking for an effortless and minimalistic style.
COMPETITORS
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“Simplicity is the ultimate sophistication� - Leonardo Da Vinci
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Current Situation
CÉLINE HOMME
The creative director of the French house is Phoebe Philo, who is the person who put the label, as the brand that we know. “Philo turned the underperforming label into an authoritative fashion with her minimalist designs” (BoF, 2017). Nevertheless, according to BoF, LVMH is doing interviews to replace the creative director and rebuild the design team (2017). The luxury French house is not into social media, on the one hand, the label launched an Instagram account earlier this year. Moreover, the label does not have the service of e-commerce. Despite this, later this year Céline is planning to launched e-commerce. That said, with all the changes that the brand is doing little by little, the idea of launching the capsule collection for men, is a good idea to see that Céline is evolving and going through several paths.
CURRENT SITUATION
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Communication Background
CÉLINE HOMME
COMMUNICATION Background
Céline signature is known for its minimalism. The luxury fashion house concept is simplicity in every part of their communication. In their advertising, they focus more on the products, and in simple backgrounds so that more details of the products will be visible. This ad appears in important fashion magazine such as Vogue. Nevertheless, Céline advertising is more easy to find in independent magazines, such as Another magazine and Dazed and Confused. As mentioned before, Céline is not a label which could be found on Social Networks, but thanks to the fact that the world has embraced technology and social networks as its primary source of purchase and inspiration, the brand recently has created an Instagram account. Moreover, later this year (2017) the brand has also introduced e-commerce. On the other hand, Céline is recognised for the simplicity of its products, and the products silhouettes; many of these products are no easy to get, and this makes the fashion house more exclusive. Another way of communication of the label is their fashion shows, which consist of large spaces, with sober colours. Furthermore, their boutiques are an essential signature for the brand, due to, the luxury fashion house does not have any product show on the store’s display, the spaces of the stores are big and products are located with enough space from each other, making the store look more prominent and agreeable to the costumer’s eyes.
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HOMME
The Message
CÉLINE HOMME
THE MESSAGE Céline Homme
The new collection for men will follow the same belief that Céline women’s collection, such as simplicity, their cuts and minimalism. As mentioned before, for Céline is important that women feel comfortable and stylish in their clothing and with their other products. Since Céline has always been a brand more focused on women, the purpose of this project is to give a twist to the brand, also focusing in men clothing and accessories; and indirectly focus in gender equality, in a sense, that women’s garment can be worn by men and vice versa. With this capsule collection, Céline will open their horizons to other categories and other target markets. Additionally, this new collection will break the perspective that people have the brand while creating a new approach. Finally, this capsule collection will be released at the end of this year with the launch of the online shop on their website, and will also be sold in selected stores around the world.
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Target Market
CÉLINE HOMME
The primary target for this collection are millennials but also mature males. This target is between 25 to 60 years old. These men have a sophisticated and classic taste. Moreover, they are interested in minimalistic and classic products. For them the details of the product are important. Their income is high. Therefore, they prefer to buy in high fashion brands that provide them good quality products and exclusivity.
TARGET MARKET CĂŠline Homme
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THE TEN CÉLINE- ISM no.1 Understand the Celine lexicon no.2 Less is always more no.3 The importance of a carefully edited wardrobe no.4 Establish a uniform no.5 There’s more to life than shopping no.6 Think wider than fashion no.7 Relaxed can be chic no.8 Know what you are talking about no.9 The appeal of the strightforward no.10 The element of surprise (Another Magazine, 2015)
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The Objectives Tone of Voice
CÉLINE HOMME
OBJECTIVES The goal of this project is to create a new target for the label by introducing this new collection and at the same time change the perspective that people have about the brand. With all the new changes that the brand has had lately, this project will be a significant impact on the brand and for the people that are interested in fashion.
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Inspiration
CÉLINE HOMME
INSPIRATION
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Scandinavian Style Parisian Style Minimalistic Classic Balenciaga Givenchy
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What not to do
CÉLINE HOMME
WHAT NOT TO DO
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Editorial
CÉLINE HOMME
EDITORIAL The editorial will be photographed in the streets of Paris since the fashion house was founded in Paris, and this collection will be a new beginning for the brand. The name of the Editorial will be “le début” since the French fashion house is open their doors to a new target group with a fresh and minimalistic collection.
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Editorial (Stylist/ Model/Makeup/Hair style)
CÉLINE HOMME
STYLIST/ STYLING Jodie Barnes
Jodie Barnes will be the stylist for the editorial, which consists of relaxed and minimalist elements.
MODEL Erik Van Gils
Erik Van Gils is the model chosen for the editorial, as his style and face make the results of the photo look more elegant, and relaxed at the same time.
HAIR
Maarit Niemela The hairstyle will be long, loose and a little messy hair.
MAKE-UP Benjamin Puckey
Makeup will be natural, with a little contour to see more the factions.
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Editorial (Stylist/ Model/Makeup/Hair style)
CÉLINE HOMME
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Editorial (Location)
CÉLINE HOMME
LOCATION Paris, France
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Editorial (Art Direction & Model Diration)
CÉLINE HOMME
ART & MODEL DIRECTION PHOTOGRAHER Talia Chetrit
The creative, model direction and photography will be done by Talia Chetrit, an American photographer. Her work is mostly focused on the human body. Talia has worked for Céline on several occasions, photographing campaigns, advertising and catalogues for the French label. On the one hand, the art direction, the shoot will have to have 8 to 10 outfits for the whole shoot. The photos will be mainly near the Seine river. On the other hand, the model direction it has to be simple, sober and sexy, as Céline traditional advertising.
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Editorial (Preparation, Retouching, Page Layout)
CÉLINE HOMME
PREPARATION
The editorial will take place in the streets of Paris, manly in the bridges near the Seine river. The shoot will start between 6 am, and 7 am when the streets of Paris are not crowded. Finally, the shoot will take maximum two to three hours.
RETOUCHING
The whole editorial will be taken in colours when doing the retouch some of the photos will be changed to black and white, and the ones that stay with colour will have a nostalgic and cold effect.
PAGE LAYOUT
The editorial will have eight images, five of which will be in black and white and the remaining photos will be in colour. The editorial will be organised by a black and white photo following one in colour and so on, nevertheless, the two pictures at the end will be black and white. Moreover, one photograph will occupy the entire A4 sheet, following by one picture that will be centred on the layer, leaving a white frame around the photo, and so on.
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le dĂŠbut Photography & Creative Direction Talia Chetirt Model Erik Van Gils Styling Jodie Barnes Hair Maarit Niemela Make-Up Benjamin Puckey
Lookbook
CÉLINE HOMME
LOOKBOOK New Collection
The lookbook is the launched of a new target market for Céline. The Lookbook will be photographed in a minimalist environment, with colours such as grey and green, which give the photo a feeling of nature as a background; and that also follows Céline aesthetic. The lookbook counts with 14 outfits. All the outfits are sober, with black, grey and white colours. Finally, it is crucial to know that one of the essential items in this collection is the use of leathers in the bags. As previously said, this collection will be launched at the beginning of 2018, with the slogan:
“New year, new beginnings.”
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Coat C3131 - Bag B3132
Coat C3232 - Bag B3133
Coat C3333 - Shoes S3132
Coat C3434 - Pants P3132
Jacket J3131 - Pant P3133
Coat C3535 - Blazer B3132
Coat C3536 - Pants P3135
Jacket J3134 - Bag B3136
Jacket J3617 - Bag B3132
Coat C3778 - Gloves G3132
Sweater S3131 - Bag B3647
Jacket J8786 - Pants P8888
Rain Coat RC3131
Coat C6473 - Pants P7865
Mini - site
CÉLINE HOMME
MINI- SITE The Celine home mini-site will be minimalistic and straightforward following the whole project. On the mini-site you can find, about the collaboration, the editorial, the collection, e-shop; in which can shop handbags, shoes, and sunglasses, and final you can see contact. On the right, is the whole information and in the left are the different menus that the mini-site offers; and the social networks where is found the collection. celinehomme.wordpress.com
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References
CÉLINE HOMME
REFERENCES Information & Images
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INFORMATION Bradley, L. (2015). The 10 Céline- isms: Live life the Céline Way. Another Magazine. [online]. Available from: http://www.anothermag. com/fashion-beauty/7128/10-celine-isms [Accessed 21 November] LVMH Group. (2017). Céline. [online]. Available from: https:// www.lvmh.com/houses/fashion-leather-goods/celine/ [Accessed 21 November 2017] Wendlandt, A. (2017). Phoebe Philo Said to be Exiting Céline. Business of Fashion. [online]. Available from: https://www.businessoffashion.com/articles/bof-exclusive/phoebe-philo-said-to-be-exiting-celine [Accessed 21 November 2017]
IMAGES AIMIA AGO Photography Prize. (2013). Talia Chetrit. [online]. Available from: https://www.aimiaagophotographyprize.com/artists/ talia-chetrit#artist-about [Accessed 21 November 2017] Barnes, J. (2017). Jodiebarnes. Instagram. [online]. Available from: https://www.instagram.com/jodieabarnes/?hl=en [Accessed 22 November 2017] Bryan Artist. (2017). Benjamin Puckey. [online]. Available from: http://www.bryantartists.com/make-up/benjamin-puckey/bio [Accessed 21 November 2017] Bryan Artist. (2017). Maarit Niemela. [online]. Available from: http://www.bryantartists.com/hair/maarit-niemela/bio Céline.(2017). Chaussures. [online]. Available from: https://www. celine.com/fr-es/sacs/ [Accessed 21 November 2017} Céline.(2017). Lunnettes de soleil. [online]. Available from: https:// www.celine.com/fr-es/sacs/ [Accessed 21 November 2017} Céline.(2017). Sacs. [online]. Available from: https://www.celine. com/fr-es/sacs/ [Accessed 21 November 2017}
Dolce & Gabanna. (n.d). Pinterest. [online]. Available from: https://www.pinterest.co.uk/pin/572942383818739433/ [Accessed 22 November 2017] Google Images. (n.d). 3d Paris Street from Google Maps. [online].Available from: https://www.google.com.ec/search?biw=839&bih=654&tbm=isch&sa=1&ei=iig9WtX4IcqamQGToZuQBg&q=paris+street&oq=paris+street&gs_l=psyab.3..0l4j0i67k1j0l5.102302.103929.0.10449 6.6.3.0.3.3.0.154.444.0j3.3.0....0...1c.1.64.psy-ab..0.6.461....0.Zo48xIKW6yg#imgrc=kX_hH_EvXGbcKM [Accessed 23 November 2017] Google Images. (n.d). A Paris Guide: The river Seine. [onlne]. Available from: https://www.google.com.ec/search?biw=1220&bih=694&tbm=isch&sa=1&ei=6KhBWtrDI8TDmwGTobCwBw&q=paris+siene&oq=paris+siene&gs_l=psyab.3...21440.2189 9.0.22209.5.5.0.0.0.0.127.127.0j1.1.0....0...1c.1.64.psyab..4.1.126...0j0i67k1.0.UuNr2Yt3QXU#imgrc=qeYE1bYN7eb32M [Accessed 23 November 2017] Google Images. (n.d). Paris City Tour + Seine River Cruise. [online]. Available from: https://www.google.com.ec/search?biw=1220&bih=694&tbm=isch&sa=1&ei=6KhBWtrDI8TDmwGTobCwBw&q=paris+siene&oq=paris+siene&gs_l=psyab.3...21440.2189 9.0.22209.5.5.0.0.0.0.127.127.0j1.1.0....0...1c.1.64.psyab..4.1.126...0j0i67k1.0.UuNr2Yt3QXU#imgrc=cFeSwySbRtSB2M: [Accessed 23 November 2017] Google Images. (n.d). Seine River a Romantic Trip to Paris. [online]. Available from: https://www.google.com.ec/search?biw=1220&bih=694&tbm=isch&sa=1&ei=6KhBWtrDI8TDmwGTobCwBw&q=paris+siene&oq=paris+siene&gs_l=psyab.3...21440.2189 9.0.22209.5.5.0.0.0.0.127.127.0j1.1.0....0...1c.1.64.psyab..4.1.126...0j0i67k1.0.UuNr2Yt3QXU#imgrc=gDzrxJ8othhDyM: [Accessed 23 November 2017] Google Images. (n.d). Seine river cruises from Paris France. [online]. Available from: https://www.google.com.ec/search?biw=1220&bih=694&tbm=isch&sa=1&ei=6KhBWtrDI8TDmwGTobCwBw&q=pari+siene&oq=paris+siene&gs_l=psyab.3...21440.21899 .0.22209.5.5.0.0.0.0.127.127.0j1.1.0....0...1c.1.64.psyab..4.1.126...0j0i67k1.0.UuNr2Yt3QXU#imgrc=lThWYe4zEkg-IM: [Accessed 23 November 2017]
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HOMME
Wordpress: celinehomme.wordpress. com Issuu: https://issuu.com/jacb02/docs/ celine_homme
HOMME