Joneveski
FASM 215
Brand Extension
YUMMY Julia Blandford
Emily McRae
Jenna Visage
https://indd.adobe.com/view/5e343458-0fd7-445f-8b00-81e469ebd6bd
PART 1:
BRAND OVERVIEW BRAND BACKGROUND SWOT PROJECT OBJECTIVE
PART 2:
MOOD BOARD BRANDING TECHNICAL SPECS FRAGRANCE BOTTLE AND PACKAGING DESIGN IN STORE MOCK UP
PART 3:
MOOD SHOOT PLAN BTS MARKETING CAMPAIGN BEHIND THE SCENES AND CONCEPT WEB DISPLAY SOCIAL MEDIA STRATEGY EMAIL MARKETING LAUNCH PARTY
Company Start Date: 2014 Location: Brooklyn, NYC and Los Angelos, CA Target Market: A consumer interested in social issues, alternative fashion, and brand inclusivity with a certain amount of disposable income. Typical Market Age: Gen Z: Millennials Baby Boomers Company Pricing: $75-$7500, Most within $75-$350 Company Statement: “We do not want a head-to-toe Eckhaus Latta it-girl. I don’t even know what she looks like! It’s way more about an integration into someone’s own paradox.”
Eckhaus Latta Whitney Display
Mike Eckhaus, a sculpture major, and Zoe Latta, a textiles major, studied together at the Rhode Island School of Design Prior to starting their company, Eckhaus worked as an accessory designer at Marc by Marc Jacobs, and Latta ran a textiles business (Eckhaus Latta). The two designers started the brand to break traditional barriers in fashion making issues on social statements through collections about politics, gender, LGBTQ+, access to effective and safe sex positive health education.
S/S 19 NYFW
A/W 18 NYFW
Eckhaus Latta hires a cast of models with a diverse range in age, race, ethnicity, gender, and sexuality.
S/S 18 NYFW
AW 18 RTW
SS 18 Denim Campaign
Strengths • • • • •
Weaknesses
Strong understanding of hyper socially aware Gen Z market Strong, unique branding offsetting it from a saturated market Gaining a lot of notoriety in the fashion industry for revolutionary take on fashion Sets itself apart from other brands with similar target market with production Diverse models and inclusivity
Only brick and mortar store is in LA, but pop ups in other areas • Shows are more difficult to get to (at a different time and location than NYFW) • Lack of consistent branding (no obvious company colors, graphics, etc) • Social media accounts don’t have a streamlined aesthetic (this could possibly be intentional) •
Opportunities • • • • •
Possible collaborations with unique, offbeat artists (such as painters, graphic designers, etc.) Development of more easily recognizable branding (while still remaining unique and offbeat) Expansion of both omni-channel marketing and retailing Brand extensions (such as fragrance, accessories, cosmetics, etc.) Expanding and reaffirming positive brand expectations
Threats The growth of other unique fashion labels • Continued lack of accessibility for both consumers and showgoers • The novelty of their unique approach to marketing and fashion could wear off (ex. Sex-based ad campaigns could become redundant, people might not want to continue to travel further for shows) •
By creating a genderless fragrance extension for Eckhaus Latta, a further means of customer touchpoints and connection to the spirit of the brand are created and defined. Additionally, expanding into a product market beyond apparel will grow the size and accessibility of Eckhaus Latta within a diverse, expansive consumer market.
PRODUCT
• 0.2oz, 1.2oz, 3.4oz
PRICE
• $30(USD), $75(USD), $130(USD)
PLACE
• Online through website, LA storefront, Nordstrom, Doverstreet Market (NYC, London)
• Ad campaign, Instagram, Launch Party, Email Marketing
PROMOTION
PEOPLE
• Mike Eckhaus, Zoe Latta; Julia Blandford, Emily McRae, Jenna Visage • Target Market: Consumers interested in a gender neutral fragrance Consumers interested in a dynamic, inclusive, edgy brand that has something to say beyond the fashion
BOTTLE LABELS:
YUMMY
YUMMY
SCENT CARDS YUMMY
FONTS:
Hyptia Sans Pro, Bold, 22pt
YUMMY
YUMMY
YUMMY
Hyptia Sans Pro, Bold, 45pt
Hyptia Sans Pro, Bold, 65pt
Left to Right Pantone: TCX 13-0117, TCX 16-3205, TCX 15-1239, TCX 15-4005
YUMMY
YUMMY
YUMMY
1.2oz Bottle Fragrance BOTTLE SPECS:
Cap Diameter: 25 mm
Cap Height: 44 mm Inset: Length: 50mm Height: 64mm Width: 11mm Total Inset Volume=LxWxH=35,200 cu. mm =35.2mL Amount of Fragrence in Bottle: 35mL//1oz
Total Height: 133 mm
Glass Height:89mm
Small Fragrance 1.2oz
Rollerball 0.2oz
Length: 76.20mm
Width:19 mm
Length: 26mm
//0.2oz
YUMMY
Width:20mm
Small Fragrance 3.4oz
PACKAGING SPECS:
Folded Flap Opening
Length: 102mm
Length:89mm
Width:38mm
Scent Volume: .2oz ($30USD) 1.2oz ($75USD), 3.4oz ($130USD) • Scent Specs: Base Notes: Mossy Woods; Middle Notes: Fresh Cut Floral, Top Notes: Bergamont •
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Cap and Ferrule: Gold
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Bottle has champagne/platnum colored tint
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Packaging made from recylcled paper with pressed flowers
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Lettering on bottle: 95% Black
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Bottle Size (1.2oz) : Length: 76.20mm; Total Height (with cap): 133mm; Height: 89mm; Width: 19m
Packaging Size: Length:89mm; Height: 102mm; Width: 38mm • Label: .2oz (clear, black text), 1.2oz (white, black text), 3.4oz (white, black text) •
//0.2
oz
YUM MY
Styling and Casting Hair and Makeup:
S/S 17 NYFW
S/S 19 NYFW
S/S 19 NYFW
Setting: a melancholy, messy birthday party, with a dissatisfied birthday boy Elements: Dirt, flowers mimick the scent notes within the genderless fragrance Location: Outside, grass, table S/S 17 NYFW
S/S 18 NYFW
S/S 18 NYFW
Models: 5
Webpage, shoppable
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Who? Eckhaus Latta’s Instagram, Nordstrom Marketing, Dover Street Market What? On instagram, publication’s websites with an offbeat feed When? Starting 3 months before launch date Official launch online, instores Sept 16th, 2019 Launch Party is September 14th, 2019 Where? On instagram, publication’s websites with an offbeat feed
“We do not want a head-to-toe Eckhaus Latta it-girl. I don't even know what she looks like! It's way more about an integration into someone’s own paradox.”
Credits: Project Directors, Stylists, Editors: Julia Blandford @julia.blandford Emily McRae @emilymcraex Jenna Visage @jennajmv Photographer: Julia Blandford Photography Assistance: Peter Chrzan Models: Brandon Hessinger @brandon.west.hessinger Jachai DeJesus @juhkydayhaysoos Mallory Wolk @mallory.wolk Erin Keene @ur_vitamin_e Cameron Cox @cameroncox Makeup: Zyria Stevenson @___artist Presentation Edits: Jenna Visage and Julia Blandford Fragrance Mock Up- Behance by yogurt86 Cement Wall Mock Up
Content Sources:: Image https://www.vice.com/en_ca/article/exmeme/eckhaus-latta-is-infecting-fashion-with-sublime-weirdness-456 Image 2 https://indie-mag.com/2018/08/eckhaus-latta-exhibition/ Brand Background https://www.freundevonfreunden.com/interviews/mike-eckhaus-zoe-latta/ https://www.sleek-mag.com/article/eckhaus-latta-there-is-no-target-group/ Whitney Shoppable Experience https://fashionista.com/2018/08/eckhaus-latta-possessed-whitney-museum-exhibit https://d7hftxdivxxvm.cloudfront.net/?resize_to=width&src=https%3A%2F%2Fartsy-media-uploads.s3.amazonaws.com%2FjsFqWSkjTHCVG2Pj0r9MOA%252FEL_Whitney_Press_Thomas_McCarty_10.jpg&width=1200&quality=80 https://d7hftxdivxxvm.cloudfront.net/?resize_to=width&src=https%3A%2F%2Fartsy-media-uploads.s3.amazonaws.com%2FXv74GYD5ctupFDWh4QxbPw%252FEL_Whitney_Press_Thomas_McCarty_17.jpg&width=1200&quality=80 Eckhaus Latta LA and NYC pop up shop https://www.vogue.com/article/eckhaus-latta-new-store-los-angeles https://i-d.vice.com/en_us/article/vbzex8/echkaus-latta-is-opening-an-nyc-store-in-a-chinatown-mall Images A/W 17 Runway Photos http://eckhauslatta.com/collections Ad Campaign Video A/W 17 “Reality TV” https://www.wmagazine.com/story/eckhaus-latta-new-video-reality-tv-juliana-huxtable https://vimeo.com/207974955 Images S/S 17 “NSFW Ad Campaign” https://www.thecut.com/2017/03/eckhaus-latta-spring-2017-real-sex-campaign-by-heji-shin.html https://www.wmagazine.com/story/eckhaus-latta-spring-2017-campaign-heji-shin-models-actual-sex Images S/S 17 Runway Photos http://eckhauslatta.com/collections Images S/S 18 Runway Photos http://eckhauslatta.com/collections Runway Video S/S 18 https://www.youtube.com/watch?v=w-7Ai-ujBhc Images S/S 18 Denim “Sexy Clown Ad Campaign” https://www.highsnobiety.com/p/eckhaus-latta-ss18-jeans-campaign/ Images S/S 19 Runway Photos http://eckhauslatta.com/collections Runway Video S/S 19 https://www.youtube.com/watch?v=v_CBI_jlcns