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contents
chapter 1 origional levi’s research ..................................... page 6-9 Original historic kenzo research ...................... page 10-13 original contempoary kenzo research ............ page 14-17
Chapter 2 context and culture ........................................... page 20-23 targeted consumer ........................................... page 24-25 product development ...................................... page 26-33
chapter 3 labeling .............................................................. page 36-37 swing tags .......................................................... page 38-41 4 p’s of promotion ............................................ page 42-45
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chapter one
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This Chapter will explain the way in which the brands have been originally understood as in order to do a collaboration we needed to find the things that best work for the brands and their targeted consumer in order to create the best approach. We have taken the best of the research in order to give an understanding of what it is we see within the brands and how we want to develop them within the collaboration.
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Levis doesn’t have a specific target consumer when it comes to marketing as their audience is so broad. Levis Consumer profile is Split up into 3 different sections. Group 1: Ages 16-24, cares about looking good, buy the brand due to its brand aesthetic, enticed by the edginess and easily influenced by trend. Group 2: Ages 25-50, buys due to durable well made product, established brand and large disposable income. Group 3: 50+ Children of the 50’s/60’s/70’s, brand loyalty, evolved with the brand, trust in the product as they have been wearing them for decades.
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@DeenaHarper
levi’s research 7
A brand can create a lifestyle through the use of campaigns and aesthetics. In the 2009 campaign by Levi’s ‘Go Forth’ the brand advertised a free spirited lifestyle by using inspirational quotes by an American poet. The campaign built the idea that Levi’s consumers lived the wild and free that was being advertised. Consumers become evolved with the brand as they buy into the specific lifestyle. The campaign boosted sales due to people buying into this free life that Levi’s were selling.
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@DeenaHarper
levi’s research 9
Ren is our Kenzo consumer, an androgynous and genderless individual, greatly inspired by art and the imagery and context behind it. Ren is a multicultural individual, there is no right or wrong way for him or her to look, (something important to Kenzo and his brand identity). Ren may be a more introverted individual yet their style expresses a more extravagant individual. They are inspired by Japanese culture, and enjoys the scene of city living. Ren is also quite the activist, aware in social, cultural and political stances and enjoys to express these opinions through fashion. Ren works within the industry, leading a busy life matching the busyness of their clothing aesthetic. As an older generation identifies with the Kenzo in discussion, I found it important to state that the age of the Kenzo consumer ranges from 19 to 60 even 65. At the epitome of the brands success it was the baby boomers and generation that identified with this Kenzo and grew loyal to it. The age range also begins at 19 because it is important to incorporate a new generation to the brand. This being Gen Z, a more technologically equipped generation that could give something and help the older aesthetic of Kenzo develop and grow into something important in terms of brand identity and promotion.
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@ShannonEvans
historic kenzo research 11
Kenzo Takada initially created his brand on the idea of urban culture, ignoring the conventions of high fashion at the time. The brand conveyed the freedom of one to express creativity and individuality through the clothing he created. In the decades where Takada was creative director of the brand this is the identity consumers recognised with Kenzo; appealing to create and express in the image of boldness. As Takada moved to Paris in 1964 o begin his career as a fashion designer, he finally opened his first boutique, Jtungle Jap in 1970. For the brand as whole, Jungle Jap represents a beginning for the brand in the literal sense and the beginning of an iconic aesthetic that is even recognisable in the newer aesthetic of Kenzo. This is the imagery the brand was built on brought a culturally inspired brand identity to the Parisian fashion scene.
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@ShannonEvans
historic kenzo research 13
Target consumer Who is kenzo’s aimed target consumer? The aimed consumer for kenzo would be someone who has a job within the e-commerce business as the will have to have a higher income in order to afford some of the higher range kenzo products. They will live in a city in a modern home with a very active lifestyle. They will also have an interest in contemporary art and will shop in stores such as Kenzo and Selfridges. they will have a higher education qualifications in a business or marketing course and will listen to hip hop music.
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@JaneBerry
contempoary kenzo research 15
Identity What is Kenzo’s identity to its consumer? To its consumer Kenzo is a desirable brand as through celebrity endorsers such as Rihanna and BeyoncÊ wearing the clothes it will lead the consumer to follow in their lead as they are such but influencers within the music industry. They are also multicultural excepting as their ad campaigns include people of multiple origin together showing how Kenzo can be worn by anyone. What is Kenzo’s identity to people within the brand? The people who work within the brand will really appreciate the attention to detail throughout everything they do from the product designs to the window displays and even the was that the products are packaged.
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@JaneBerry
contempoary kenzo research 17
chapter two
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This chapter looks at the context of the collaboration and explains where the ideas and the collaboration have come from to set the scene of where all of these thoughts and ideas will stem from and where we are hoping to end the collaboration. There will also be a glimpse of the way that culture has influenced the brands and the way that this will in turn effect the collaboration and the way in which we move forward with decisions of designs and marketing. This section also holds the designs that we have created as a final outcome and where the designs have been inspired from.
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We began this project with 3 unique sections. Kenzo’s past, Kenzo’s present and Levi’s full history, as we had so many sections at the beginning we had a harder decision to make when it came to choosing how the collaboration was going to be formed. In the end we decided the Collaboration would work by introducing Levi’s into Kenzo. This will be a smooth transition as it is easier for a high-street item to be marketed higher than for a luxury brand to be marketed lower. We will incorporate denim into kenzo’s wild animal patterns and will create a street wear line between the two. Upon finishing the Project our group realized that we all had one work that was the same, ATTITUDE. We are going to use this as a starting point for our collab and we will begin our designs by using attitude and edge as this is already used in both brands. We have also created an Instagram campaign as this will encourage Levi’s younger audience to become invested with the collab.
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@DeenaHarper
Working with Three sections gave us an idea to link all of them together in one collab name. We wanted to heavily feature the Levi’s red label and Kenzo’s animal prints. I was inspired by the word ‘REVOLUTION’ as this was heavily featured on Kenzo’s website around the time of section two. I wanted to incorporate Kenzo, Levi’s and the word revolution into the name of the collab. We came up with ‘Revo’. Its short, to the point and makes a statement. We wanted the name to either be in red or sit on a red background in order to reflect Levi’s red label. We wanted the colab to be exclusive so we made it an in store only release. This meant people have to engage with the high-street and overall shopping experience rather that sit at home and order garments over the internet. It also gives a more luxury value to the products if they are only available in store as it means there will be less production and fewer garments. ‘REVO’ will be released in selected Levi’s stores and will not be entering their outlets. We want the collab to be a one time exclusive event and we will not be lowing the prices of any garments, we do expect the launch to sell out in days. Exclusive swing tags and touch points will be produced to add a luxury feel to the levi’s store. Exclusive garments will be designed, which will be displayed throughout this brand book. The collab, launch and sneak peaks will all be documented via social media. This will create a hype before the launch which builds excitement and it will also entice the younger generation Z who spend most their time on social media
context 21
The culture of both brands is very different due to one being more commercial and one being high end. Kenzo is a long established fashion brand which has drastically changed over the years. Starting with a high label Asian couture brand aimed at an older audience to becoming a more youthful streetwear brand with more basic items such as t-shirts and jumpers. However, the brand still kept its luxury price tag. Kenzo derived its culture from ancient Asian history with complex designs and sleek patterns. In a very different way Levis culture came from a working class. Levi’s initially created the 501’s as a working men’s overall due to their unique strength and structure. Levi’s have developed into many subcultures over its time, however all have derived from a working class culture. Kenzo does not conform to many subcultures as it is so luxury and niche to broaden their subcultures and audience, Levi’s also opens up through the use of outlet stores. The outlet stores allow consumers who have less of a disposable income to purchase higher priced clothing such as Levi’s. We wanted the collabs culture to be a hybrid of kenzo’s and Levi’s. It is harder to replicate Kenzo’s as it is such a high end brand. However, the link we made as the start of the collab was Attitude. All three sections shared the word Attitude. This became our starting point for building our culture. Levi’s sense of attitude came from it’s rebellious behaviour and subculture. Kenzo’s attitude was formed by bold garments and its street wear visuals. We them brought this together to form a rebellious street wear culture. An edgy no care attitude consumer that wears striking garments to stand out. We also came up with the tagline ‘My Cultured Life’ to support this. A statement meaning, this is the culture I belong to and this is the way I wish to live my life
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@DeenaHarper
culture 23
As an older generation identifies with the Kenzo in discussion, I found it important to state that the age of the Kenzo consumer ranges from 19 to 60 even 65. At the epitome of the brands success it was the baby boomers and generation that identified with this Kenzo and grew loyal to it. The age range also begins at 19 because it is important to incorporate a new generation to the brand. This being Gen Z, a more technologically equipped generation that could give something and help the older aesthetic of Kenzo develop and grow into something important in terms of brand identity and promotion. As a group, we have decided to bring the high-end brand Kenzo into Levis. We feel at a commercial level; the collaboration will greatly succeed. Along with a more accessible price point, it will allow a younger audience to experience Kenzo, along with a new-found attitude being brought to the brand with ties to an older Kenzo the world has forgotten. this collaboration highlights a new wave for Kenzo and denim, with deconstructed cuts and a genderless approach we want the generation of today and the generation of yesterday to experience the new-found attitude within the collaboration. Coming from the point of view of the original Kenzo, I found it important to incorporate this into the collaboration of both brands. Something both points of views of the original Kenzo, new-wave Kenzo and levis have in common is an attitude portrayed to their consumer. Therefore, it is important to us that the consumer of the collaborative brands portray this, which is there isn’t a wrong way to look, and to wear what portrays your own stances and culture within the world.
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The collaborative consumer is neither male or female, they are rather portrayed as a genderless individual, a multicultural individual greatly inspired by art and the context behind it. They are inspired by Japanese and western culture and enjoys the scene of city living. As an individual they are aware of social and political stances and expresses these opinions through fashion. They work within graphic design and enjoy living a busy life. @ShannonEvans
targeted consumer 25
This design focuses mainly on the original 501 style Levi jeans. This is one of the most popular and iconic designs so should bring in a vide variety of Levi consumer in order to purchase the new version. The logo for the collaboration is displayed on the back left pocket instead of the traditional Levi jeans, this will make the jeans one off collectables as we will only have 50 pairs in each store which will make them collectors items. The button instead of the traditional Levi or Kenzo logo is a new unique button which will say LevixKenzo as this will link the jeans into the collaboration between the brands and make it clear to the consumer that they have been part of the ‘Revo’ experience. Down the side of the jeans is where Kenzo really come into the design as it portrays one of the most current popular Kenzo patterns. the pattern fades into the colour of the jeans as although Levi’s is the most dominant brand there is still the need for the slight luxury feel in order to bring the higher class consumer into the experience as Kenzo will still want to stay loyal to the consumer they already have. Overall the design is a more simplistic look as this will then keep the overall retail cost down so that both Kenzo and Levi consumers can afford the product. The retail cost to purchase these will be £120 as this is in between the retail price of both brands. The jeans will also be genderless as this will mean taht there is no restriction on who can buy the product as well as fitting in with a more genderless society which we are moving into.
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@JaneBerry
product development
Design 1
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The second design created for the levis x Kenzo collaboration is a classic trucker style denim jacket with a deconstructed design giving the garment more of a feel from the original Kenzo which would balance deconstructed cuts with garments. The jacket features an extended arm length to also add to the deconstruction of the garment. With contrasting denims, this piece also emphasises on sustainability, as the jacket is created with discarded pieces of denim, evoking positive ideas regarding ethics, savings and social responsibility. The entire industry is moving towards a more sustainable outlook on the construction of garments, therefore it was important that within the collaboration, the two brands showed an emphasis on this. Focusing the future on reducing, reusing recycling.
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@ShannonEvans
product development
Design 2
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The third design in the collection is a dark wash denim jacket again with contrasting red elements and the inside of the garment featuring a red tiger print. This garment ties in the original Kenzo with the new wave, giving the consumer a feel for a new approach to the brand. The dark wash contrasts to the other pieces in the collection giving it a more stand alone, statement fee. Across the back of the jacket the tag line for the brand stands in Japanese ‘my cultured life’, in levis red, again tying the brands together and giving the garment an attitude that resides with the brands consumer.
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@ShannonEvans
product development
Design 3
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The fouth design created for the collection are a pair of wide length high waist jeans in a blue wash with contrasting red panels on the knees and pockets of the garment. Carrying on with the idea of deconstruction the garments contrasting panels of red give the jeans a diverse look whilst also tying in the two collaborating brands, and again with an emphasis on collaborating denims for a more environmentally friendly approach to design.
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@ShannonEvans
product development
Design 4
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chapter three
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Within this chapter there will be an explanation behind the marketing side of the project. This includes the way the products will be packaged, presented within store and more on the ways the products and collaboration will be marketed to the targeted consumer in order to find the best ways to gain the publics attention. This chapter is important as without the correct promotion the consumer will not even know about the collaboration.
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As part of the Levi’s x Kenzo collaboration one of the most important parts of the production is a logo. When designing the logo I had to think of a logo which would work with our changing ideas of Kenzo moving into Levi’s for the collaboration. This is where the idea stems from in terms of using the Levi’s logo outline as this will make it obvious to the consumer that Levi’s is the dominant brand. The next step was finding a way to make Kenzo obvious to the consumer for the collaboration. I though of what makes Kenzo stand out and what people will think when they hear Kenzo. with this established i chose to look at the use of pattern as Kenzo are uniquely known for their use of daring and different patterns. The writing for the designs was also an important process as the writing had to fit with both brands and as they are two completely different brands this was difficult however a more Kenzo looking text was the most appropriate for the background if it is patterned as well as looking more professional.
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@JaneBerry
The design then ended with the picture in the bottom right as this is the design which as a group we found to look the most successful in incorporating the patterns and the tiger for Kenzo and the overall logo shape and colour for Levi’s as they are the dominant brand within the collaboration.
labelling
After looking at the original design ideas I was not entirely happy with any as they still looked like they had that something missing from them. The next step then was the tiger as it is such a massive part of Kenzo’s image i felt it needed to be incorporated. Therefore the tiger was added to the side of the Levi’s logo with the Kenzo writing for the name of the collaboration.
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The way the products will be packaged is using either a reusable white and black bag which has the Revo label and the LevisxKenzo circle button as the design on this links it to the design on the jeans in design one. Making this reusable will also link with Levi’s sustainability policies as it can be re used for multiple different purchases. This bag will be £3 on top of the purchase as these will be like collectors items which will only be released during the time of the collaboration however all money earned as part of this bag will be given to local charities as a measure of good will to the community. The brown paper bag will be given free if white bag is turned down at purchase as these are still recyclable so will be good to the environment as well as fitting in with the targeted Levi’s consumer. They show the Revo logo and are made with a stronger paper than most paper bags so they can potentially be reused. For any smaller items in the collection there is a small gift box which can be purchased. It comes at a £2 cost and similar to the white bag the profits go to local charities. The box includes the logos which are portraid on the white bag as well as a small red bow to finish of the box. The red bow gives the box the gifting finish which will work mainly for customers who are buying the range as a gift.
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@JaneBerry
packaging 39
In store the way the clothes are presented is important as it is what finishes of the product and can be a way to show how luxury a brand is. The hanger design is a white wooden hanger with the Revo logo on one and the LevisxKenzo logo on the other. The variation will be used to define between the different range of products to give a bit of difference between the hangers. The wooden effect also gives it a more luxury feel to it so although is is Levi’s primary to the collaboration there still needs to be a slight luxury feel in order to still appeal to the higher class Kenzo consumer. The swing tag is also important to the design they will be a more basic design with the logo portrayed on the top side. On the back of the label there will be the barcode as well as the size of the garment, price, colour and description of the product. At the top of the swing tag on the back for the limited edition products there will be a number on the back to show which number from the collection the individual item is as this will be more of a collectors item. The hangers and swing tags being white will also differentiate between the Levi’s product and the LevisxKenxo products as the collection will only be shown in store so that Kenzo do not effect their consumer as the Kenzo consumer look for a more higher market level.
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@JaneBerry
swing tags 41
Price The prices of individual products are specified with the designs however they are an accurate reflection of a higher priced Levi’s product and a lower priced Kenzo product. This is important as the price must be a reflection of both the brands or the consumer may be effected as to just meet one price point will make the opposing consumer less likely to purchase the products. The cost of making the product will also have to be considered as there has to be a way to keep the products to a sustainable luxury level as well as being able to drop the overall price point of the product. Finally the cost of the promotion will have to be considered as if the promotion of the brand collaboration will be expensive it will have to be distributed between each brand.
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@JaneBerry
Product The products that will be part of the range will be specifically designed to fit with both brands. The main looks are primarily based on denim as this links more into the Levi’s aspect which is important for the collaboration. The jeans are more of a simpler based design as this will draw in the attention of the Levi consumer which needs to be considered in the collaboration as this will keep the consumer that is already there and loyal to the brand interested. On the other hand the jacket is the more complex design and although is denim based fits in more with a Kenzo styled product as this will interest the Kenzo consumer to shop in Levi’s which will bring Levi’s to a higher product as well as bringing more awareness to Kenzo to a younger target market.
The collaboration will be in store only as this brings exclusivity to the collab which will make the upper class Kenzo consumer more likely to still be interested as when someone shops in a luxury brand they are looking for that exclusivity. Therefore there the collab will be shown in all none outlet stores as if we have it in the outlet stores too it will have to be sold at a lower price. The outlet stores however will be used to promote the collaboration. The range will be shown in store for approximately 1 week. This will make the clothes sold a one off limited range so that consumers will be more likely to want to come into store as online shopping is taking away from the in-store experience so using the collaboration I would like to be able to bring more people into store to shop again.
Promotion The promotion of the product will be done in all Kenzo and Levi’s stores as well as online on the website and social media platforms. The in-store promotion will be done by using posters on the shop windows to promote Revo as well as having cards at the till point which go into the bags with every purchase so customers will remember not only the collaboration but the dates and places of the event. When you first enter the online website there will be a section of the website right across the top in order to promote the teasers of the product range and a description of the main things customers will need to know such as the dates, times and places to go for the collab. In order to see the way social media will effect the promotion and the way we will do this please turn over the page.
promotional infromaton
Place
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Social media is an important aspect of most peoples day to day lives especially generation Z. Those who are born as part of generation Z have always grown up surrounded by technology in a way no other generation has before. This will therefore mean in order to be successful there is a need for a social platform of shopping. Most people in generation Z have found a new method of online shopping rather than scrolling through websites they now shop on instagram. With this in mind we have created an instagram account. This account will be promoted on both Kenzo and Levi’s instagram accounts, the main use of the account will be to create hype around the collaboration for generation Z as well as releasing teasers of different potential designs and patterns that may be used. This will be a great method of promotion as it is accessible world wide and is the best way in the 21st century to gain attention from the younger generation. This is also the best way to get attention from the likes of bloggers and vloggers who will also help promotion when building up hype for the collaboration as they are influencers on generation Z. This account can also be used to get wide spread attention as promotions could be released based on following numbers so if the account reached 10k followers before the launch each person who can prove the following get a discount on the cheapest item purchased.
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social promotion 45
my cultured life REVOLUTION