Brand Strategy

KATHARINE HAMNETT

CREATIVE STRATEGY REALUNCH SPRING/ SUMMER 2020

BY JESSICA RAMAZANI

“THE WOMAN WHO SET HER STAMP ON A YOUTH MOVEMENT OF ANTI-WAR, ANTI-NUKE,PRO-ENVIRONMENTAL FASHION AND A SUPPORTER OF GAY RIGHTS, DURING THE EARLY DAYS OF AIDS AND IS NOW READY TO SHARE WHAT WORTH FIGHTING FOR NOW” - VOGUE

1st Ever Ad Campaign released by Katharine Hamnet, Captured by Elle Von Unwerth// Pinterest.com

“THE FASHION INDUSTRY TENDS TO ATTRACT PEOPLE WITH SERIOUS PERSONALITY DEFECTS. BUT AT SOME POINT YOU HAVE TO DECIDE; ARE YOU GOING TO MINDLESSLY GO THE EASY WAY OR ARE YOU ON THE ETHICAL WAY?” - KATHARINE HAMNETT

BRAND ESSENCE

- BOLD - ETHICAL - PROVOCATIVE - REBELLIOUS - SOPHISTICATED - POLITCALLY + SOCIALLY AWARE - ACTIVISM

Katharine Hamnett Denim Ad Campaign

Supermodel Naomi Campbell SS 04’ Katharine Hamnett @ London Fashion Week Image: katharinehamnett.com

Naomi Campbell with Designer Katharine Hamnett SS 04’ Katharine Hamnett @ London Fashion Week Image: katharinehamnett.com

KATHARINE HAMNETT CBE

Katharine Hamnett, Image: Britsh Fashion Council Website.

Katharine Hamnett is one of the innovators of modern British fashion.

She invented the much-copied slogan t-shirt, was the first to use distressed denim, and championed organic cotton before many other designers of today (Vivienne Westwood, Stella McCartney etc.) were aware of the damage that conventional production causes to the environment.

Google Arts & Culture During the 80’s-90’s and early 2000’s the designer influenced both British popular culture and politics through the strength of her work.

Katharine Hamnett Ad Campaign shot by Peter Lindbergh Katharine Hamnett is primarily known for her slogan t-shirts. By printing political messages in large block type onto simple t-shirts Katharine Hamnett created a sensation in the 1980’s. These t-shirts were designed to be easily copied so that as many people as possible would see her messages. The most famous of Katharine Hamnett’s slogan t-shirts was the CHOOSE LIFE version worn by George Michael and Andrew Ridgeley of the band Wham!

Google Arts & Culture .

George Michael and Andrew Ridgeley both wearing Kathatine Hamnett

Katharine Hamnett Ad Campaign 1989/1990

Katharine Hamnett Denim Ad Campaign1990 captured by Elle Von Unwerth

BRAND CONCEPT

Katharine Hamnett will have a re-launch in the year 2020 into the luxury market, the reason for the re-launch is for the brand to enhance it’s orginal values; Bold, Ethical, Provocative.

EXPLORATION OF COLLABOROTIVE PARTNERS

BARBARA KRUGER

GENERAL IDEA

DEREK JAREMAN

COLLABOROTIVE PARTNER

Katharine Hamnett is set to collaborate with Artists Gilbert and George as they have very similar personalities. Katharine Hamnett within the re-launch will collaborate with activists from different countries to arise social issues which will help to reignite the brand as they will spread the message to their followers and continue to stay ahead of her time.

MAGAZINES

DAZED Magazine,1990

I.D. Magazine 1984

Harper’s Bazaar Shot by Phillip Dixion, 1991

I.D. Magazine Magazine Shot by Jurgen Teller, 1992

Magazine Ad Campaign 1990

Magazine Ad Campaign Shot by Ellen Von Unwerth, 1990

REPOSITIONING MAP

HIGH QUALITY

LOW PRICE

HIGH PRICE

LOW QUALITY

Now the current competition Katharine Hamnett London is facing is still Vivienne Westwood, Stella McCartney who has believes the same ethical values as Katharine Hamnett with sustainable clothing. And new start up sustainable fashion brands i.e.

Erdem who gave recently collaborated with H&M.

CONSUMERS CONSUMERS CONSUMERS CONSUMERS

CONSUMERS

EMERGING CONSUMER

COMMUNICATION STRATEGY

Online Touchpoints Website Katharine Hamnett is undergoing a new website for hthe re-launch. this will be where our customers can see any Katharine Hamnett items we have online. the site will also be mobile friendly for those who wish to buy an product on-the-go. The brand will soon reach onto getting a KH App for mobile devices and iPads/Tablets.

Social Media Katharine Hamnett will have a number of social media outlets i.e. Twitter, Instagram, Facebook, Snapchat and Wechat many other social media. it’s important that we’ve added Wechat because of our emergeing consumer, this is the soical outlet they use to communicate.

Offline Touchpoints Luxury Department Stores Katharine Hamnett does not plan to have a stand-alone store for the current moment, but for the re-launch garments will be available via Department Stores such as Harrods, Harvey Nichols and Selfridges which is where our main target and emerging consumers when they come to the UK shop at.

Magazines Katharine Hamnett will be planning to have their ad campaigns on a number of magazines i.e. Dazed, I.D., 10 Magazine etc as for our main consumer would like to read different magazines to the typical magazines i.e. Elle, Vogue, Grazia etc. as our consumer likes to stand out from the rest Print Advertisement Katharine Hamnett also plans to have Billboard Ads placed in the UK and also Japan, this will give attention to our consumers and potentially new consumers who are planning to buy the brand

TEASER CAAMPAIGN

BUY NOW. WEAR FOREVER