Adobe Indesign submission - Zadig & Voltaire Julieta Llacuna Fontanals BA Fashion Marketing & Communication, Level 5, 2019 - 2020 5FAMK003C, Visual and video techniques CWK1 Nicolas Godon Word Count: 1700
INDEX 1- CORPORATE PROFILE 2- MARKET POSITIONING 3- CURRENT SITUATION 4- COMMUNICATION BACKGROUND 5- THE MESSAGE 6- THE TARGET 7- GOALS 8- EDITORIAL BRIEF 9- LOOKBOOK 10- MINI SITE
CORPORATE PROFILE
We are talking about an old and renowned French fashion brand, founded in 1997 by Thierry Gillier. This brand has given a twist to the world of traditional French fashion and has provided a new idea of what the luxury market is and has given birth to a large community of consumers and followers loyal to the brand. The objective of this brand is to create a new style for a new generation that is constantly changing and moving. With which, it is forced to be a groundbreaking brand in constant innovation. The brand began to gain its reputation through the ready to wear, such as jeans, boots, leather, jackets and thus allowed a new concept to luxury. In 2003, Cecilia Bonstrom became the new creative director of the brand and created a rocker and groundbreaking spirit but at the same time bohemian that gave the brand a lot of strength and personality. Zadig aims to “offer collections based on essential elements of costumes with a modern touch, updated trends, a Zadig posture definitely, with bold accessories that define the look.”
“Zadig & Voltaire is for a girl that is active, a true girl in life. She works, she travels, she goes to school She can be any age.” Said Cecilia
“I wanted to create a new dressing, I wanted to put everything upside down” Thierry Gillier
MARKET POSITIONING
This brand is positioned as a luxury brand, but at the same time accessible. It seeks to have a unique and own style through luxury and ready to wear, with wardrobe essentials a little different to we are use to see in other fast fashion brands. “The brand has never strayed from this course throughout its existence, it’s our strength: we have a unique positioning, between luxury labels and the more accessible ones, with clothes and accessories defined as‘ easy luxury ’(Cecilia Bonstrom, 2017) This brand is considered a pioneer in terms of trends, identifies or creates them and makes them wearable by all women, men and children in a daily basis. Its stores, which are located in almost all the capitals of the fashion world, are located in premium locations and in addition to offering their products, aim to offer an unforgettable and luxurious shopping experience.
CURRENT SITUATION This brand is present in 29 countries and has more than 300 points of sale. Its positioning as an accessible luxury brand makes it a leading brand in its sector. Where we mostly find this brand in France, China, United States and United Kingdom. As time goes by, this brand has been increasing the variety of products it offers, from clothes to perfumes and jewellery, but the most iconic product of the brand will always be its bags. Zadig, has a marketing strategy quite different from normal, since it offers 6 collections a year instead of two that is what consumers of a luxury brand are used to see. This increases the brand image, since it allows the brand to offer much more variety of product to its consumers, and above all to present so many collections makes the enthusiasts of the sector always pending.
As we all know, being part of fashion weeks means for a brand the fact that it is considered important and relevant in the luxury sector. Zadig, in 2013, was chosen to parade for the first time at the PFW. This event gives the brand the opportunity to make itself known internationally as the most influential people in every corner of the world are invited to this type of event. Nowadays, this brand is already included in the NYFW. Another of Zadig’s attributes is its online sales, being worldwide known but not having physical stores worldwide, in 2018, Zadig was forced to improve its online sales platform, which now represents 10% of sales. His goal today, like that of any brand is to grow, so Zadig wants to reach 20% of online sales.
COMMUNICATIO The brand’s communication strategies are completely in line with the message and aesthetics that it wants to convey to the consumer. It transmits its essence and makes us understand what is the lifestyle and the target. It has different social media platforms such as Instagram, Facebook, Pinterest, Twitter and YouTube. But use mostly, youtube and Instagram. Entering and researching on your YouTube channel, we realize that the brand uploads 2 or 3 videos a month, about campaigns insides of the brand.
Moreover, we realize that the web is perfectly structured and it is very easy to navigate on it. Having become a pioneer brand in its sector, the presence of celebrities can not be missing in their communication campaigns. Latest one for example was an entire collection in collaboration with the famous fashion model and icon Kate Moss.
ON BACKGROUND On instagram, with more than one post and / or story a day, we see that the aesthetics of the feed correspond completely to what the brand transmits, with inspirational images and phrases and referring to world-famous characters like Kate Moss lately. On the other hand, entering the website, and analyzing it, we see that it has a section called “Zadig Background” that works like a blog, in which the brand uploads weekly articles on the brand’s iconic articles and on new trends.
The brand does not usually collaborate with famous singers or actors, but they prefer It girls, models or artists for their campaigns. In his communication strategies, Zadig looks for different personalities than normal, groundbreaking and unique, because that’s how they are considered as a brand.
THE MESSAGE Zadig, is a brand with very strong communication strategies with an aesthetic and timings of its own.. Knowing that it has 6 collections a year which breaks a bit with the scheme of any other brand, allows you to offer much more variety of product. Therefore, my proposal would be to create capsule collection only available on the web and in a few stores. An ephemeral collection of intimates. This collection would go totally in accordance with brand essence and aesthetics. Knowing that one of its strengths is that all the products can be worn on a daily basis, I propose to offer the customer a range of exclusive underwear with some of the brand’s most iconic patterns and styles. Il will present his collection with an editorial brief and a lookbook. The message that I would like to convey through this collection is that luxury is not only in sight, but that it is also present in the most intimate. The objective is to surprise costumers with an offer of products that they are not used to. Today, one of the most important qualities to have as a brand in the fashion sector is to surprise, be innovative is one of the most important attributes to consider. On the open a re there have to
other hand, a hole parte of the website will be dedicated to virtual space where consumers can express themselves, whewill be pure art, dances, works of art, music ... Everything will do with the issue of feminism and the empowerment of women.
THE TARGET The target of the brand, are women from 20 to 50 years looking for a style, chic, casual, exclusive and groundbreaking. They are daring women, who are not afraid of fashion, new trends and changes because in fact they know and are very interested in them. They seek to be aware of the latest trends, and therefore wear stylish, bold and at the same time very feminine.
A woman, who likes to take care of herself, who likes to feel sexy both outside and inside. They belong to the upper middle or high class with good job positions. It is the brand for independent and empowered women. On the other hand, she is aware of what is happening in our society today, and she is not afraid to contribute or express herself as a woman.
GOALS The goal of this new collection, is to offer the consumer more product variety, and above all innovation. Moreover, give these women the opportunity to be and feel sexy both outside and inside, offering them a range of intimates with the same class, style and exclusivity as any other garment of the brand.
Encouraging women’s empowerment and how important it is to feel good, comfortable and sure about yourself. In turn, it is a line that has a lot to do with the theme of feminism and women’s freedom of expression, which is why many of the collections will be collaborations with feminist artists, who will help with the designs and patterns. On the other hand, a blog will be available on the Zadig website, in which texts, dances, artworks will be shared by consumers and also by the brand. Whose name will be “Fun & Mind”.
EDITOR EDITOR
RIAL BRIEF RIAL BRIEF
EDITORIAL BRIEF
For this new collection, what I have decided to do is an unusual photoshoot. The color codes will be folk mixed with black and white sequences. It will show ideas of how the designs will be but at the same time the touch and feminist message that this collection has. The style and location will be a graphic description of the brand, as it will be a chic Parisian style but at the same time with a touch of rock and roll. A bold aesthetic but at the same time traditional. As for the models, these will be of all kinds, of all ethnicities. This collection will be completely inclusive.
STYLIST Jill Lincoln and Jordan Johnson are Los Angeles-based stylists. After four years overseeing the styling studio for Rachel Zoe, Jill and Jordan moved on from the company to style as a team, expanding their skill set to include consulting and brand development, styling celebrities, editorials and advertising campaigns. Having quickly risen among the ranks in the industry, their celebrity clients include Jennifer Lawrence, Kiernan Shipka, Jennifer Garner, Alexandra Shipp, Megan Fox, Margaret Qualley, Diego Luna, Taylor Kitsch, and Gael Garcia Bernal.
PHOTOGRAPHER
Mario Testino OBE is widely regarded as one of the most influential fashion and portrait photographers of our times. His photographs have been published internationally in magazines such as Vogue, V Magazine and Vanity Fair. He has contributed to the success of leading fashion and beauty houses, creating emblematic images for brands from Gucci, Burberry, Versace and Michael Kors to CHANEL, Estée Lauder and Dolce & Gabbana.
Testino’s is an artistic vocabulary that transgresses genders, mixes masculinity and femininity and suggests sensuality rather than sexuality. Testino’s subjects appear confidently alive; he captures their energy by creating an openness and intimacy with them. Known for the extraordinary way in which he can capture the most private of moments, Testino’s spontaneous, intimate portraits offer the viewer new perspectives on famous faces, often establishing new fashion icons.
MAKE UP
Global Beauty director de Yves Saint Laurent, for decades this renowned, French Makeup Artist has been working with the most prestigious magazines thanks to his unique vision of what makeup should and shouldn’t be. Scroll down to discover Tom Pecheux’s story, skills, and all the ways he can make you feel beautiful. His signature style, which is always imbued with sensuality and a colourful playfulness, has been featured in numerous advertising campaigns and magazines such as Vogue, W, V, Interview and Harper’s Bazaar. “I love to bring the creative side to makeup when it’s right, but you also have to remember that a makeup artist is never working for himself – we’re always working for someone,” said Tom about his artistic vision.
LOOKBOOK LOOKBOOK In this Lookbook, I decided to show what the collection is about. From the makeup, to the garments, passing throw the variant model ethnicities. As I said before, it is an inclusive collection that seeks women sexyness and class. We will be able to see the fabrics closely and there are a few images that talk about the photo shooting ambient which is in a complete accordance with the collection.
Mini Site https://byjulieta.home.blog/ https://issuu.com/julietallacunafontanals/docs/zadig___ voltaire
https://byjulieta.home.blog/
https://byjulieta.home.blog/
https://byjulieta.home.blog/
For this mini site, what I have decided to do is the creation of a blog, in which customers can express themselves in the way they like best. From poetry, to dances. You will have an aesthetic always in line with the essence of the brand and will also have testimonials from fashion icons, brand workers ...
https://byjulieta.home.blog/
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