FRAME Brand Extension by Julie Sampson

BRAND OVERVIEW brand history target market

02 THE INDUSTRY 03

product category state of the industry consumer trends jewelry trends

THE COLLECTION

collection inspiration costing sheets

TA B L E O F C O N T E N T S 04 MEDIA KIT 05

press release designer interview collection photos

LAUNCH EVENT

itinterarty & budget launch promotion

06 PROMOTION PLAN timeline & budget social media campaign print campaign landing page

BRAND OVERVIEW

“

When we were launching FRAME, everyone said ‘don’t do it, there is no space in the market.’ But most sectors of industry are saturated. The same can be said for cars and coffee, yet today you have Tesla and Blue Bottle. We were confident in our voice, that as a brand we had something different to express creatively that did not exist in the market. -Jens Grede

B R A N D H I S T O RY

FRAME was launched in 2012 with the perfect pair of jeans. Erik Torstensson and Jens Grede founded the brand without any fashion design experience. The two had successful careers as creative directors and had a knack for marketing proven by the Wednesday Agency Group they started together. FRAME fast became one of the world’s fastest growing denim labels after being spotted on models such as Miranda Kerr and Karlie Kloss. They added menswear to FRAME is 2014 and it has been very successful with celebrities like Kanye West and Drake loving their jeans. FRAME believes in quality manufacturing that takes place in Los Angeles. Their aesthetic takes inspiration from a “French way of ‘dressed up casual’ embodied by the style icons of the 1970s.”

TA R G E T M A R K E T DEMOGRAPHICS Women and men ages 20-40 Urban dwellers Upper middle class to upper class Household income $100,000+

PSYCHOGRAPHICS Have international exposure Confident enough to experiment Goal oriented Peer conscious Up on the latest fashions Very sociable Value friends and family Heightened sense of visual stimulation

SHOPPING HABITS Shops through many mediums (web, apps, instagram, in store) Influenced by bloggers and celebrities Appreciates quality clothing

T H E I N D U S T RY

P R O D U C T C AT E G O R Y Currently FRAME is selling very well with their two products categories: mens and womens ready-to-wear. Currently the only accessories FRAME carries is belts, scarves and hats. With their strong celebrity following, starting a jewelry line would be a good strategic move. This line would be handmade in LA, sticking to the brand DNA. This would appeal to their current customers who are looking for quality pieces that will make them effortlessly stand out that are unique to them.

S TAT E O F T H E I N D U S T R Y

Due to rising employment and increasing disposable income, jewelry sales have stayed steady with a volume growth rate of 1.6% from 2016 to 2017. This growth is expected to continue with a predicted growth rate of 5.8% from 2016 to 2021. Overall sales for jewelry in the US in 2016 was 61,823.2 million. The US generates some of the highest earring sales compared with other major developed markets. Silver is the second most popular metal next to gold with a 31% value share of the market. Online jewelry sales are growing as consumers become more comfortable with purchasing online. Jewelry is also easier to sell online because fit is less of an issue compared to apparel.

CONSUMER TRENDS

SUPER CONNECTED

THE CONSCIOUS CREATIVES

FLEXIBLE IDENTITIES

By 2018 there is expected to be more connected devices than humans, with the average consumer owning more than three personal devices. On top of this, mobile web access is predicted to surpass all electronic devices, adding to the already growing mobile commerce trend. For FRAME, this super connected trend means that they should find new ways to connect with their customers through technology. Some ways to achieve this would be to develop an app, creating a blog on their website to further share the lifestyle of the brand and to start using Instagram’s shoppable buttons. People are beginning to put more consideration into the clothes they buy, investing in pieces that are high quality and have timeless style. This is allowing consumers to be more eco-friendly and less tempted to buy “throw away clothes.” This group of conscious creatives also wants companies to use more eco-friendly practices. This social shift is great for FRAME because they take great care in their US manufacturing. To improve more on this, they could work with their product cycle to reduce waste further and create a customer recycling program where they could reuse customer clothing into new pieces. The way people are identifying themselves is becoming more flexible. Sex and gender don’t always line up. A large portion of the younger generations choose not to identify as one gender or one sexuality and society is beginning to see both of these aspects on a spectrum. To cater to this shift, FRAME can try to use more inclusive marketing with diverse models as well as creating gender neutral items. A good place to test this gender neutrality is through accessories like jewelry.

J E W E L RY BIB NECKLACES The bib necklace returns, updating the necklace category which has been dominated recently by chokers and overshadowed by statement earrings. Simpler designs with focus on chain have a more commercial opportunity, while oversized silhouettes embellished with chainmail, sequins, crystal and material constructions are a key player for occasionwear.

CLASSIC CHAINS The classic chain is a key item this spring for both menâ&#x20AC;&#x2122;s and womenâ&#x20AC;&#x2122;s markets. This style has been heavily featured in street style and will continue to gain in popularity. Various types of chains from thin to thick with many different constructions such as curb, snake, box and ball chains will be seen. The key feature is the twenty inch length.

TRENDS HOOP EARRINGS The hoop remains relevant for S/S ’18. Sizes range from small to extra large. This classic accessory is being updated through twisted shapes, interconnected links, colored plating and decorative charms. Along with this the adorned hoop is predicted to gain popularity with thin, large silhouettes, embellished with foliage adornments, tassels and geometric pendants.

RINGS SETS The ring set remains a classic item in both men’s and women’s markets, influenced by both designer collections and street styles. Sets widely vary with, signets, semiprecious stones, plain metals, and geometric shapes. Various textures and widths add variety to sets which can be worn grouped together or combined for a curated look.

THE COLLECTION

“

If you say we can’t do it, then we say we will. We will try, and maybe we fail, but we will try. You have to expose yourself to failure all the time. Otherwise you don’t evolve. -Erik Torstensson

C O L L E C T I O N I N S P I R AT I O N

The inspiration for this collection began in

vintage France with an added modern twist. The Eiffel towerâ&#x20AC;&#x2122;s geometric, mechanical elements were combined with the soft

elements of the French countryside. The

result is pieces that are hard and soft that make the wearer effortlessly stand out. Jewelry designed and created by Ian DeLisle

COLLECTION

COSTING

MEDIA KIT

“

“The actual product is everyday, but Frame has been really thoughtful about how they market their goods. The models they use; the way they have aligned themselves during Fashion Week events; the life around the product — they sell a lucrative lifestyle. There is an air of cool about a Frame girl because Erik and Jens built it that way.” -Leandra Medine

INTERVIEW WITH DESIGNER ABOUT JEWELRY DESIGNER IAN DELISLE

All pieces in the sample collection were designed and handmade by Ian DeLisle. DeLisle is from Southern Pines, NC. He started his creative work with many mediums, working first with illustrating and tattooing before discovering his love for jewelry, when he took jewelry classes at the Savannah College of Art and Design.

WHAT WAS YOUR INSPIRATION FOR THIS COLLECTION?

“I like to start with materials when I design. I pull from current trends and vintage pieces to come up with something new. I wanted to incorporate a French aesthetic but I also drew a lot from the 90s’ to give it a twist. I also like to play with hard and soft elements, using leather and softer finishes on some of the pieces to give a strong juxtaposition to the sharpness of the geometric elements throughout.”

WHAT IS YOUR FAVORITE PART OF THE DESIGN PROCESS?

“The ideation phase. I love throwing things on the page and mentally building something new. The more difficult the piece, the more I want to pursue it – I like a challenge. I tlove making statement pieces with intricate details; the details are what differentiates my work.”

WHY DID YOU CHOOSE TO CREATE A GENDER NEUTRAL COLLECTION?

“I’ve noticed a lot of brands are starting to move in that direction, like Off White’s Virgil Abloh, whom I really respect. I’m seeing the shift in the industry and I think it’s a strong opportunity for growth.”

HOW DO YOU THINK PEOPLE WILL REACT TO YOUR COLLECTION?

“I hope they will enjoy it. I tried to design these pieces so that they have complicated elements but they’re not overwhelming. They can work for an everyday outfit or be dressed up and they’re quality made so they last as a staple for the FRAME customer.”

PRESS RELEASE For Immediate Release FRAME’S NEW GENDERLESS JEWELRY LOS ANGELES, CA – FRAME is taking on a new product category with their handcrafted, genderless jewelry collection. They have teamed up with jewelry designer, Ian DeLisle to create a sixpiece collection of staple items that will allow customers effortlessly stand out. The collection will be released March 25 online and in FRAME stores. The sterling silver pieces are handcrafted in LA, and will range from $325 to $1,500 in price. The collection includes, a bib necklace, a box chain, hoop earrings, an arm cuff, a statement ring and a ring set. DeLisle describes his inspiration: “I wanted to incorporate a French aesthetic but I also drew a lot from the 90s’ to give it a twist. I also like to play with hard and soft elements, using leather and softer finishes on some of the pieces to give a strong juxtaposition to the sharpness of the geometric elements throughout.” The collection also marks FRAME’s first gender neutral products. “I’m seeing the shift in the industry and I think it’s a strong opportunity for growth,” said DeLisle about choosing to produce a genderless collection. “When we thought about the brand and the customer and who they are, it was always to have a full wardrobe in mind,” says Erik Torstensson, one of the founders of FRAME, “The idea of the FRAME lifestyle was there from day one.” Working with Ian DeLisle has allowed FRAME to get a fresh perspective while keeping their high standard of quality manufacturing and French meets LA aesthetic that they are known for. About FRAME Established in 2012 by Erik Torstensson and Jens Grede, FRAME has been growing rapidly with a strong celebrity following. They expanded to menswear in 2014. FRAME’s specialty is in their quality manufacturing which all takes place in Los Angeles. Although denim is still their most popular product, FRAME is expanding to further develop the lifestyle that their brand is known for. ####

IMAGES WITH CAPTIONS

Sterling silver 20 inch box chain necklace, $1,500

Sterling silver bib necklace with a 14 inch chain and pebbled tan leather appliquĂŠs, $950

Sterling silver hoop earrings with lazercut pebbled leather, $325

Sterling silver forearm cuff with geometric cutouts, $900

Sterling silver statement ring with geometric cutouts and antique finish, $375

Four ring sterling silver set including a hammered ring, a thick hammered ring, a half round ring, and a midi half round ring, $475

LAUNCH EVENT

“

“We definitely have a European, maybe more French, point of view, but then, we channel it through a California ease of dress. It’s in the contrast where it becomes interesting.” -Jens Grede

L A U N C H L O C AT I O N The Griffith Park LA zoo was serving as the city zoo from 1912 to 1966. The now abandoned zoo is located about five miles south of the current LA zoo. The site is now filled with ruins, empty animal cages, and secret stairways and paths. This location is perfect for the launch event because its unusual location will attract a lot of attention and it is very Instagram-able helping the launch spread through social media. The graffiti covered walls carries an air of coolness and this, mixed with upscale decorations such as table clothes, lights, and candles will create an interesting juxtaposition.

The park picnic area will be used as a dining area and will be decorated with black table cloths and centerpieces.

The event will take place March 24 and include horderves, red and white wine and a DJ will be playing throughout the event. There will be a fashion show featuring the jewelry with opportunities for both store buyers and customers to purchase the collection. In addition to the opportunity to explore the zoo, there will be a ferris wheel showing the beautiful views of Griffith Park to ensure the guests have an enjoyable time.

I T I N E R A RY & B U D G E T ITINERARY 3 - 4 p.m. Cocktail hour as guests arrive 4 - 4:30 p.m. Fashion show 4:30 - 5 p.m. Orders, photo opportunities, models and sample pieces available 5 p.m. Food and wine begins 5:30 p.m. Ferris wheel begins 8 p.m. Event ends

BUDGET (for 200 people) DJ: $1,500 Wine: $2,000 Photographer: $2,000 Cinematographer: $2,000 Invitations and thank you: $2,000 Clean-up crew: $6,000 Food: $5,000 Event staff: $2,000 Ferris wheel: $2,000 Decorations: $1,000 Total Budget: 25,500 Fashion show would take place on graffiti staircase

LAUNCH PROMOTION

INVITATIONS AND THANK YOUS Two hundred printed invitations would be sent out to celebrities, style influencers, buyers and selected press. Torstensson and Grede have many celebrity friends that will help spread the word about the new collection with the unusual launch party as an accelerator. Printed thank you cards will be sent out to everyone who attended the event.

INSTAGRAM

FRAMEâ&#x20AC;&#x2122;s Instagram will be utilized to stream live portions of the event. Guests will also be encouraged to use the hashtags: #FRAMElaunchparty #FramedinFRAME and FRAMEjewelry during the event. A photo station would be set up with a thick black frame hanging down. The Frame will have letters lazercut reading FRAME MARCH 2018. In addition, FRAME would be adding to their Instagram story throughout the event.

SNAPCHAT

Although FRAME does not currently use Snapchat, many of the guests attending the event do. Creating a Snapchat filter for the event is a low cost way to spread the word about the launch through social media. The filter would be available on Snapchat from 10a.m. on the launch day until midnight and would cover 50,000,000 sq. ft. in and around the L.A. Abandoned Zoo.

PROMOTIONAL PLAN

“

“We want to provide chic essentials for women around the world and now men as well. So, when we thought about the brand and the woman and how she lived and who she is, it was always to have a full wardrobe in mind. The idea of the Frame lifestyle was kind of there from day one.” -Erik Torstensson

TIME LINE & BUDGET

S O C I A L M E D I A C A M PA I G N

INSTAGRAM

FRAME will use the Carousel Ads offered through Instagram. This will feature a footage from the launch party as well as close up images of the jewelry. They will utilize their own 171K following by posting images of the collection and reposting celebrities in FRAME jewelry.

FACEBOOK

The video taken by the cinematographer at the launch party will be used for a promoted Facebook video as well as a promoted video featuring the process of designing and making the collection. This will include interview clips with the jewelry designer, footage of sketching and crafting the jewelry and the final product. This will emphasize the quality of the handmade pieces.

PAPER MAGAZINE

Paper Magazine is a New York City based independent magazine launched in 1984 by editors Kim Hastreiter and David Hershkovits. The magazine aims to introduce readers to the people and ideas that will influence the trends of tomorrow. The bi-monthly magazine focuses on fashion, popular culture, nightlife, music, art and film. Paper wants to help brands embrace the ever-changing cultural landscape through content creation, trend reporting, event marketing and design collaboration. FRAME would purchase a full page advertisement in their April and June issues for a total of $20,000.