JENNI LIINAVUORI FASHION MARKETING AND COMMUNICATION LEVEL 5, 2015/2016 MIED REPRESENTATION TECHNIQUES 2 COMPUTER TOOLS 2 CWK4 NICOLAS GODON
ANALYSIS
INDEX COMPANY PROFILE P7
MARKET POSITION P10
SAMU-JUSSI KOSKI P8 NOW P10
S/S 2016 P12
COMMUNICATION BACKGROUNG P14
COMMUNICATION TASK P16 TARGET MARKET P16
OBJECTIVES P17
INSPIRATION P18
WHAT NOT TO DO P17
EDITORIAL BRIEF P20 MODEL P20
MUAH P22
PHOTOGRAPGHY P24 ART DIRECTION P24
LOCATION P26
LOOKBOOK P38 REFERENCES 50
EDITORIAL P28
WEBSITE P46
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COMPANY PROFILE
The first Samuji womenswear collection was launched in spring 2011, and a menswear capsule collection was introduced in fall 2013. Everything is made of quality materials from European and Japanese suppliers and produced in Europe by carefully selected manufacturers. The collections are sold in their flagship store in Helsinki and through selected stockists in Europe, Asia and America.
Samuji
is a creative studio and design house based in Helsinki, Finland. The brand values necessary things, simple functionality, and kindness. Samuji’s ambition is to produce timeless and sustainable design that serves a purpose but also tells a story. 7
SAMU-JUSSI KOSKI
The name Samuji comes from the designer Samu-Jussi Koski, the man behind the brand. Samuji name is often mistaken for a Japanese word which is not surpise because the Finnish and Japanese design fits really well together. Before establishing Samuji, Koski worked many years in Marimekko Design House. During the later years in Marimekko Koski even started designing collections carrying his own name. Koski gets his inspiration of using natural materials and simple shapes from Alvar Aalto, famous Finnish deigner and architect. The colour palette is straight from the Finlands landscape with the green forests, blue lakes, yellow fields and pink sunsets.
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When Koski came up with the idea of Samuji he wanted to create complete wardrobe for women that contained ten pieces and each of them have to have story to tell. Not only the designs are timeless, Samuji also includes an element of mystery which has made it become one of the appealing Finnish brands not only in Finland but also abroad.
“We aim to create everything from the heart at Samuji,” -Koski.
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NOW
MARKET POSITION
Samuji is a premium priced The design house has come
design house which offerss cloth- a long way from the first 10 piece ing for women and men, the brand collection presented in 2011 of also has a home collection offering having now both men and women beautiful decoration items. Their collections and also a home decotarget is 25-40 year old stylish peo- ration collection. It has earned a lot ple who look for sustainable and of publicity in Finland and become timeless garments which are made popular among many Finns. Samuji ethically from good materials. They is now sold in 16 different counbelieve that buying less is more. tries through different retailers. Samuji has two separate collection lines for women. Samuji Classic which carries permanent and timeless clothes and accessories. And Samuji Seasonal which has more bohemian and colorful touch and is renewed every season. Their main competitors of Samuji are R/H Studio, Ivana Helssinki, and Acne Studios 10
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S/S 2016
S/S 2016
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S/S 2016
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S/S 2016
COMMUNICATION BACKGROUNG
On
their communication Samuji takes advantage of social media, magazines and their website. The brand cooperates also with few blogs from Finland and abroad. Samuji’s products has been seen particularly in “Pupulandia” blog. 14
Samuji’s aim is to increase their international visibility. The brand is now exploring and trying new communication ways o get more international visibility for a low cost. The methods have included sponsorships of fashion influencers
and strong and steady social media communication. Samuji has managed to get visibility in Finnish fashion magazines and blogs quite easy and extensively but the goal is now raise the awarenss internationally.
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COMMUNICATION TASK
The goal for Samuji is to attract attention on a more global scale. Still
TARGET MARKET
it is very important that the editorial is reflecting to the origin of Samuji cause it is a big part of the brands identity. Samuji has been focusing on their communication more on the visual content than written one. The editorials and lookbooks are always clean, artistic and focused on the garments.
The main target should stay on the same age scale. Global fashion influencers , and being more focused on the consumers in Europe and Japan. Also people who are interested in sustainability and ethical fashion. 16
OBJECTIVES
To reach consumers and fashion influencers more internationally
WHAT NOT TO DO
Samuji is going to have a collaboration with a Japanese designer Issey Miyake who is celebrating his pioneering 45 year career this year. The campaign has to adapt and combine the worldknown Japanese designers style to the Finnish roots.
Samuji should stick with their mysterious and artistic visual communication. For Samuji beauty is about more than meets the eye. The biggest mistakes would be going commercial, pretty or vulgar. It will be really important to remember the values, identity and aesthetic of the both brands. 17
INSPIRATION ALVAR AALTO 40’S ATHMOSPHERE ALAIN RESNAIS MOVIES JAPANESE MYSTICISM
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MODEL
EDITORIAL BRIEF
The editorial will be shot for Vogue Paris, its mission is to communicate and display the collaboration’s aesthetic and theme. Some of the pictures will be black and white and some with colours. There will be two photos in every spread. The photographs will be big and showing the garments clearly. Some of the photographs will be retouched by the photographer using image of a red flower. Suvi Koponen (Riggs) will be the model in the editorial shoot. Not only she is from Finland, like the brand, but she is very known in the fashion world being in the cover of Vogue Paris among other several famous magazines.
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MUAH The makeup and hair will be done by a Finnish makeup artist Karo Kangas. The look will be really minimalistic and simple. Long thick and wavy hair will be left open and putted behind the ears. The makeup will use a lot of highlighting and the colour palette is close to earth, giving a pure and natural look for the model.
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PHOTOGRAPGHY Photographer of the editorial shoot will be Nagi Sakai who is a Japanese photographer based in New York. Sakai also will be doing the retouching of the photos. Sakai has emerged strongly on the scene and his photos has already been in many major fashion magazines like Vogue Paris Travel in France, Harper's Bazaar Spain, Marie Claire Italia, The Edit, Dazed & Confused Korea, Vanity Fair, Vogue UK, Bon, V magazine. He is known of gathering inspiration from the diversity of the arts and his passion to express strength in beauty and sophisticated realism. ART DIRECTION
The art direction will be done by the Samuji’s founder and creative director, Samu-Jussi Koski. He would make sure that the main feeling and aesthetic of the editorial will be transmitted to the public. Taking care that the garments are placed properly in the photos and guiding the model with the poses. 24
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LOCATION
The editorial will be shot in Villa Mairea, a famous house designed by Alvar Aalto. Villa Mairea was designed for Alvar Aalto’s good friends Harry and Maire Gullichsen and it was constructed in 1938-1939. Today, Villa Mairea is considered to be one of the Aalto’s most important designed buildings. The house has very rare collection of Finnish and international art and design.
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EDITORIAL PREVIEW
Vogue Paris presents Samuji X Issey Miyake collaboration in a stunning editorial and teams up with photographer Nagi Sakai, makeup artist Karo Kangas & model Suvi Riggs.
L'année dernière à Mairea
LOOKBOOK The lookbook will be used as a selling tool and its purpose is to display the collection to the possible buyers. The photos and the layout should be simple and show realistic pictures of the garments. Although it is a lookbook the rose gold background will bring little bit aliveness to the pictures without taking attraction of the clothes and the model whose look will be very minimal and effortless.
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SAMUJI X ISSEY MIYAKE
春夏コレクション
LUMI SHIRT 100% VISCOSE
NARU DRESS 66% LINEN 34% SILK
SANA VEST 70% COTTON 30% SILK SORJA DRESS 100% COTTON
ARICA SHIRT 66% LINEN 34% SILK KIR SKIRT 100% SILK
NOKI JUMPSUIT 82% VISCOSE 18% COTTON
WEBSITE The temporary website is designed to inform about the Samuji X Issey Miyake collaboration as also to provide more details about the designers and visuals including behind the scenes photos and lookbook of the collection for the public. The site is divided in five sections; Samuji, Issey Miyake, Collection, Behind The Scenes and Contact.
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HOME PAGE
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https://samujixisseymiyake.wordpress.com/
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REFERENCES Fashion.infomat.com. (2016). Issey Miyake Fashion Designer | Issey Miyake Biography, Information, Videos, News and the Latest Runway Collections.. [online] Available at: http://fashion.infomat. com/issey-miyake-designer.html [Accessed 17 May 2016]. How To Spend It. (2016). Issey Miyake. [online] Available at: http://howtospendit.ft.com/ style/46863-issey-miyake [Accessed 17 May 2016]. MODELS.com. (2016). Nagi Sakai - Photographer. [online] Available at: http://models.com/people/ Nagi-Sakai [Accessed 14 May 2016]. Mohammed, H. (2016). Inside the new book paying homage to Issey Miyake. [online] Dazed. Available at: http://www.dazeddigital.com/fashion/article/31158/1/inside-the-new-book-paying-homageto-issey-miyake [Accessed 16 May 2016]. Petersen, L. (2015). Finnish Designer Samuji Talks Scandinavian Design. [online] W Magazine. Available at: http://www.wmagazine.com/fashion/2015/05/samuji-finland-fashion-design/ [Accessed 7 May 2016]. Samuji.com. (2016). Story - Samuji. [online] Available at: http://www.samuji.com/story [Accessed 7 May 2016]. Taschen.com. (2016). Issey Miyake. Gallery. TASCHEN Books. [online] Available at: https://www. taschen.com/pages/en/catalogue/fashion/all/03165/gallery.issey_miyake.htm [Accessed 16 May 2016]. The Glass Magazine. (2015). Sustainable beauty - The Glass Magazine. [online] Available at: http:// www.theglassmagazine.com/samu-jussi-koski-of-samuji-interview/ [Accessed 9 May 2016]. thisisFINLAND. (2015). Samuji’s Finnish clothing tells a story - thisisFINLAND. [online] Available at: http://finland.fi/arts-culture/samujis-finnish-clothing-tells-a-story/ [Accessed 7 May 2016].
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IMAGES Cover Logo. (2016). [image] Available at: http://www.pollykingandco.com/wp-content/uploads/2013/06/samuji_logo_retina.png [Accessed 7 May 2016]. Cover, Laikku by Erja Hirvi. (2016). [image] Available at: https://www.facebook.com/samujistudio/ photos/pb.173713636044573.-2207520000.1464086862./1002254639857131/?type=3&theater [Accessed 12 May 2016]. Figure 1-3. (2016). [image] Available at: http://www.julianaharkki.com/portfolio/fashion/samuji-ss11/ [Accessed 1 May 2016]. Figure 4. (2016). [image] Available at: http://nymag.com/thecut/2013/11/samujis-cozy-minimalist-winter-collection/slideshow/2013/11/14/meet_the_new_designersamuji/samuji-05/ [Accessed 5 May 2016]. Figure 5-7. (2016). [image] Available at: http://www.julianaharkki.com/portfolio/fashion/samuji-fw12/ [Accessed 5 May 2016]. Figure 8. (2016). [image] Available at: https://fi.pinterest.com/pin/164522192612297394/ [Accessed 5 May 2016]. Figure 9. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002448319/ [Accessed 5 May 2016]. Figure 10. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387003277340/ [Accessed 5 May 2016]. Figure 11. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002448358/ [Accessed 5 May 2016]. Figure 12-19. (2016). [image] Available at: http://www.vogue.com/fashion-shows/spring-2016ready-to-wear/samuji/slideshow/collection#1 [Accessed 5 May 2016].
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Figure 20. (2016). [image] Available at: http://www.aivan.fi/portfolio/samuji-lookbook-ss14/ [Accessed 6 May 2016]. Figure 21. (2016). [image] Available at: http://nymag.com/thecut/2015/12/outfit-of-the-week-holiday-party.html# [Accessed 5 May 2016]. Figure 22. (2016). [image] Available at: https://fi.pinterest.com/pin/138837600988221264/ [Accessed 7 May 2016]. Figure 23. (2016). [image] Available at: http://www.julianaharkki.com/portfolio/fashion/samuji-fw12/ [Accessed 5 May 2016]. Figure 24. (2016). [image] Available at: http://nymag.com/thecut/2013/11/samujis-cozy-minimalist-winter-collection/slideshow/2013/11/14/meet_the_new_designersamuji/samuji-17/ [Accessed 7 May 2016]. Figure 25. (2016). [image] Available at: http://shop-passenger.com/products/pleats-please-pants [Accessed 7 May 2016]. Figure 26. (2016). [image] Available at: http://www.julianaharkki.com/portfolio/fashion/image-magazine-1/ [Accessed 7 May 2016]. Figure 27. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387003388254/ [Accessed 7 May 2016]. Figure 28. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387003611908/ [Accessed 7 May 2016]. Figure 29. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002440640/ [Accessed 7 May 2016]. Figure 30. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002448286/ [Accessed 7 May 2016]. Figure 31. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002438947/ [Accessed 7 May 2016]. Figure 32. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002439003/ [Accessed 7 May 2016].
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Figure 33. (2016). [image] Available at: http://41.media.tumblr.com/14a3bbcfdb9d13ffade8c13b010c7567/tumblr_no8bjgVtTu1s3v3kjo4_1280.jpg [Accessed 8 May 2016]. Figure 34. (2016). [image] Available at: http://www.julianaharkki.com/portfolio/fashion/image-magazine-1/ [Accessed 8 May 2016]. Figure 35. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387003611805/ [Accessed 8 May 2016]. Figure 36. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387003374843/ [Accessed 8 May 2016]. Figure 37. (2016). [image] Available at: https://s-media-cache-ak0.pinimg.com/originals/29/ c5/5c/29c55c93186924ea58141f9996943b40.jpg [Accessed 8 May 2016]. Figure 38. (2016). [image] Available at: http://fashnberry.com/wp-content/uploads/2015/12/suvi-koponen-by-annemarieke-van-drimmelen-for-dior-magazine-winter-2015-5.jpg [Accessed 8 May 2016]. Figure 39-41. (2016). [image] Available at: http://www.karokangas.com/tomtom-jewelry-by-koskinenlenear/w637wmx4fbqnitc9m5pcpqq2u108vy [Accessed 8 May 2016]. Figure 43. (2016). [image] Available at: http://static1.squarespace.com/static/55007d2ae4b08d0b7f37a5c5/55008f65e4b041fb7c985184/55048db4e4b0b39d3c1b9e09/1460751515234/kasia-struss_04_081.jpg?format=750w [Accessed 8 May 2016]. Figure 44. (2016). [image] Available at: http://static1.squarespace.com/static/55007d2ae4b08d0b7f37a5c5/55008f65e4b041fb7c985184/56b78fc8e707eb2cb3403e43/1460421336800/VTF_8_NAGISAKAI-3+copy.jpg?format=750w [Accessed 8 May 2016]. Figure 45. (2016). [image] Available at: http://www.archdaily.com/85390/ad-classics-villa-maireaalvar-aalto [Accessed 8 May 2016]. Figure 46. (2016). [image] Available at: http://www.mattermatters.com/blog.asp?id=235 [Accessed
8 May 2016].
Figure 47. (2016). [image] Available at: http://www.archdaily.com/85390/ad-classics-villa-mairea-alvar-aalto [Accessed 8 May 2016].
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Figure 48. (2016). [image] Available at: https://es.wikiarquitectura.com/index.php/Archivo:Villa_ Mairea_013.jpg [Accessed 8 May 2016]. Figure 49. (2016). [image] Available at: https://fi.pinterest.com/pin/459015387002448433/ [Accessed 8 May 2016]. Figure 50. (2016). [image] Available at: http://fashioneditorials.com/2016/05/19/harpers-bazaarspain-june-2016-guinevere-van-seenus-by-nagi-sakai/ [Accessed 14 May 2016]. Figure 51. (2016). [image] Available at: http://thefashionography.com/guinevere-van-seenus-10-magazine-2015/2/ [Accessed 14 May 2016]. Figure 52-57. (2016). [image] Available at: http://fashioneditorials.com/2016/05/19/harpers-bazaarspain-june-2016-guinevere-van-seenus-by-nagi-sakai/ [Accessed 14 May 2016]. Figure 58-59. (2016). [image] Available at: http://thefashionography.com/guinevere-van-seenus-10-magazine-2015/ [Accessed 14 May 2016]. Figure 60-65. (2016). [image] Available at: http://www.emmapilkington.co.uk/Anton-Storey [Accessed 10 May 2016]. FIgure 42. (2016). [image] Available at: http://static1.squarespace.com/static/55007d2ae4b08d0b7f37a5c5/55008f65e4b041fb7c985184/571150abe707ebbff98f94bc/1460753375490/NSTESSTEXA-05.jpg?format=750w [Accessed 8 May 2016].
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