J.W. ANDERSON
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Whitney Mugeni Uzum BA Fashion Marketing & Communication 2015/2016 Level 5 Representation Technics 2 CWK2 Nicolas Godon
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ANALYSIS / STRATEGY EDITORIAL LOOKBOOK WEBSITE
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ANALYSIS Designer Jonathan Anderson founded J.W. Anderson in 2008. J. William Anderson, is formerly from Northern Ireland, he studied in London College of Fashion, focusing in Menswear while working in Prada as a visual merchandiser. He presented his JW Anderson’s Menswear collection at London Fashion Week in 2008. Despite the fact that he was well received, its not till his women swear collection in 2010 when he formally acknowledged commercial and critical success, currently he is recognized one of London’s most innovative and frontward thinking brands. His distinctive design aesthetic offers a modern version of masculinity and femininity by creating provoking figures through a conscious cross-pollination between menswear and women swear features. This characteristic perspective, which earned the label a unusual following, encouraged mister Anderson to present in 2010 a women’s capsule collection.
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J.W.Anderson has progressed into an internationally well-known and award-winning brand, with praises including ‘The New Establishment Award’ (2013), Ready-to-Wear’ (2012) and British Fashion Awards for ‘Emerging Talent. Jonathan Anderson was also assigned Creative Director of Loewe, a Spanish brand and works on both brands at the same time.
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MARKET POSITION The J.W. Anderson product series consist of accessories and garments. Since enhancing Resort and Pre-Fall Women’s wear lines, per year they produce six collections, four a year for women and two a year for men. The brand is an honoured of souring and manufacturing all their products in factories in the UK. Anderson states that it’s vital to honour British craftsmanship, because producing locally gives the advantage of overseeing production to guarantee the highest quality of products. Earning the “made in Britain” stamp, more ever, isn’t very cost efficient, which is why other companies would better manufacture their goods external to minimize costs. High-standard quality products are established at a high price point. Popular choices of fabric include leather, cotton, wool, tweed and suede.
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COMPETITORS Christopher Kane is based in London as well, has a similar career background as Anderson. Kane launched his label 2006 specializing in women’s wear, then in 2010 he expanded to menswear. They are both recognized as young up-and-coming UK talents. In 2012 Kane was head of design in Versus, working with Donatella Versace on 8 women’s collections. They also have recently managed strategically strike-significant business deals, by selling their minority stock to important French luxury corporations.
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CURRENT SITUATION At this very moment J.W.Anderson is growing into the market very rapidly, he is getting more and more public recognition and from verious targets, this is the reason behind that he has decided to collaborate with Dior Homme, the idea he has in mind is to create a slightly more masculine collection, nevertheless he is not going out of his androgynous style.
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The designer behind 1205 is Paula Gerbase, she is a competitor to Anderson for the fact that they both have the same ethos. Both want to create this new concept of making clothes appealing for men and women. When it comes to background and technical skills, Gerbase has the lead, she worked as head designer for Savile Row tailor, Kilgour fort almost 5 years. Before this she made her studies in Central Saint Martins and trained in the atelier of Hardy Amies for women’s wear. Most of the international stockist are in Japan, China and South Korea, it seems that 1205 is more popular in Asian countries than Anderson.
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M ES S AG E
The message behind is to show how contemporary and avant-garde. Something that blends minimal, street style and sophisticated effortlessness. Urban and futuristic, with a “Made in Britain� stamp.
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OB JE CT I V E S
What Anderson wants to achieve is recognition as any
other label, but not to everyone just because it’s a well know brand, he wants everyone to know him as the designer that loves to play with the silhouette of the garments to merge men and women’s wear. He wants individuals to have a pure mind set, where you don’t judge each other for the clothes tat they are wearing.
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TARGET
The standard JW Anderson customer is a creative, cool and contemporary individual with a city lifestyle. To keep up with the brand’s high price of GBP 500-2000, the income of consumer’s has to be in the higher range. The price of the brand’s ready-to-wear line is not very affordable for most university students, so the consumer requires to have a steady job with a stable income. Nevertheless, the brand’s high-street Topshop line, with a much more affordable price range, is aimed to that certain consumer group that wants to imitate that exclusive high-end lifestyle.
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Sex: male / female Age: 25-45 Salary: upper range wages of ÂŁ40,000 to ÂŁ150,000 and higher per year. He or she works in the creative industry in an reputable position, variable from working in a PR agency, at an art gallery, curator, art director, magazine editor, media, working in advertising, media, etc. The lifestyle of the clients is of someone smart living in big urban cities, such as New York, Paris or London. Their have a very creative and bold personality, confident and self- assured. They are well educated, they attend best universities and high-level degrees. On their free time they enjoy visiting galleries, finding new inspiration, they love art, enjoy creating, discovering, going to museums, the enjoy of life music events and indie bands, others love traveling in could countries, mountains, enjoy literature and hip restaurants.
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COMMUNICATION BAC
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CKGROUND The brand now focuses on the offline and online communication efforts. In September 2012 Anderson’s debut collection for Topshop was launched. J.W.Anderson x Topshop was his first ready-towear high-street collection, by doing this he made his label to be more known in the streets and to a wider target. In May 2013 Anderson’s capsule collection for Versus was unveiled with a great success.
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INSPIRATION
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This editorial was inspired by buildings, life, emotions, society, finding yourself, what your are meant to do, finding the path that leads you to happiness, even though sometimes we have the passion inside, that’s what the red lines, light represent, passion. Sometimes its just there we just have to dig a little dipper, for some it is easier to find and for others might take a longer time, nevertheless its not about the time you take in finding it but that you get there. The building represent the obstacles that life will put you through, where it seems hard and impossible, but there is always a way out.
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WHAT NOT TO DO
Where Anderson does not have to approach and lose h
ne or feminine, perhaps if he is collaborating with a des
He should not forget why he became so known in the in
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his originality is to start creating collections that are very masculi-
signer that him or her defines more the gender of the clothing’s.
ndustry.
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EDITORIAL
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