This is my last assignment portfolio of fashion design process subject

S.A.K.DEVINDHI

I think fashion is a lot of fun. I love clothes.

More than fashion or brand labels, I love design. I love the thought that people put into clothes. I love when clothes make cultural statements and I think personal style is really cool. I also freely recognize that fashion should be a hobby.

DESIGN BRIEF

CLIENT: Harry Styles GENDER: Male EVENT: Met Gala EMAIL: harrys.t@gmail.com

WORLD WIDE SALES PRECENTAGE

Leather Ready Shoes to goods wear

Other

BORN: 1 February 1994 HEIGHT: 1.78 m WEIGHT: 70kg BUILD: Medium SEASON: Spring- Summer

GENERES: Slim THE BIG PICTURE Gucci is one of the world's most beloved brands, known for its designs that are both innovative and timeless. Recently revived by a fresh new perspective courtesy of Creative Director Alessandro Michele, Gucci has taken center stage in the fashion world with a bold, maximalist aesthetic and must-have pieces.

SHOE SIZE: 7 UK NET WORTH: £63 million MEASUREMENT: 32’ 28’ 32’ OCCUPATION: Singer songwriter actor

THE OBJECTIVE To make a haute couture garment for Harry Styles To provide him a different look from other occations/eveents.

TARGET MARKET According to a 2019 luxury market report, today’s luxury brand target audience is 25 to 44 years old. They comprise 64 percent of this overall audience. Don’t sleep on the young- er generation between 16 and 24 years old, also known as Generation Z. They’re another big chunk of our target audience.

Trade name : Gucci Type : Subsidiary (S.p.A.) Industry :Fashion Founded : 1921; 99 years ago Founder :Guccio Gucci Headquarters : Florence, Tuscany, Italy Number of locations : 487 (2019) Key people : Marco Bizzarri (CEO) Alessandro Michele

(Creative director) Revenue : â‚Ź 9.628 billion (2018) N umber of employees : 17,157 Parent : Kering Website : https://www.gucci.com/ Gucci Mission Statement The company`s mission is to become the leader in luxury market at worldwide level.

Gucci Vision Statement Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world s most desirable fashion houses.

B R A N D S T U D Y

1991Printed Adv Tom Ford was hired in 1990 to oversee women’s Ready-To-Wear He renewed the brand made it sophisti- cated luxury brands.

In 1993 the Gucci family ended its in- volvement in the brand completely.

2017Printed Adv

2001 Printed Adv Frida Gianni, from 2004 to 2015 , was Gucci’s artistic director She brought back the ilatlian tradions that Gucci began with, real clothes with a functional chic and of course a hefty dose of the essential house glamour.

In 2015 Alessandro Michele became new artistic director.

Gucci today is very different to its pervious years, new collections are provocative , influential, gender blurring.

Gucci also understand how important social media is and focused on reaching millennials.

Slective Retail Strategy Logos and Codes Aldo Gucci one of gucci’s son, designed the Gucci logo 1933.This artistic logo- both synonym of ‘’grandeur and sim- plicity’’ – refers to the founder’s initials and has been timeless and classic since its creation. It is one of the most mem- orable and recognizable fashion logos ever created, and it’s just one of the symbols of Maison.

Stores

Reduction of wholesale point of sales ( indirect channels) and increase of di- rect retail store. 317 shops worldwide, they realized the 73% of the Gucci turn- over the other 27% distributed in se- lected retail stores.

Products Woman: Trendy Woman’s wear, handbags, watches, scarfs, jew- elry & accessories, sunglass Men: clothes, wallets, shoes, belts and travel bags etc.

Kids : Kid’s wear. Shoes Home Décor, Recent brand ex- tension

.Gucci website redesign and relaunchtransformed the ecommerce experience

Refined aesthetics, typical colours of the Gucci store( blacks and shaded colours, sober and elegant) excellent integration of customer care services.

DIGITAL MARKETING STRATEGY

Since the arrival in 2015 of Alessandro Michele, Gucci has completely revolutionized its digital marketing strategy,now based on the following pillars.

#GucciGram .Brand visibility and popular culture Gucci has been worn by a number of highly successful artists. Some examples of such performances include redndition of the National Anthem at the 2016 Super Bowl ( she wore glittery red Gucci suit pants and blue and white designed

by Alessandro Mi- chele0 It emphasis on popoular culture has les the brand to dominate the world’s most prominent fashion magazines in 2016

Collaboration with instagram’s best visual artists.

The #GucciGramfeatures a series of inspired

by Gucci ‘s prints created by insta famous and up and coming instagrammers.

According to Gucci’s Alesandro Michele #GucciGram is starting point to tell different stories,which are all united by a great freedom.Today is often born and finds its voice in digital media,a vital source of visual culture.

Reference Market Gucci operates as a worldwide designer fashion label, that produces fashion item, mostly including high end leather goods and clothing. The Gucci target group is the affluent middle to upper classes. The consumer is hip, conven- tionally aged thirty plus and above all, is an individual who invests in fashion as either way to satisfy him, herself or to fulfill the need belonging.

.Competitive environment More complex economic and geopoliti- cal environment . Gucci has to face some problem related to the complexity of a global market ( as various other competitions ).also considering audience het- erogently , latest designing techniques and sophisticated CMR practices and marketing strategies. Customers can find substitutes potentially able to ac- complish their desires. Differences in taxation policy, represent a warning for the brand. Not easy to define one single direct competitor at the moment.

TAGETING STRATEGY Main target segments Gucci has a successful market segmentation because it follows four basic criteria’s .They have enough customers to buy their products. It is identifiable and measurable, their market segmentation member is accessible to marketing efforts and their market segment responds to particular marketing efforts and their market segment responds to particular marketing efforts in a way that distinguishes it from other segments. Now they have added a new target market with their new children’s collection. This will bring more sells to the company and increase their revenues

.Target market

CONSUMERS ANALYSIS .Visual consumer profile Gucci consumer wear not only the design of the brand, but also the visual codes: the colors green and red or blue and red, the double G, new symbols ( like exotics animal prints) more classic GUCCI t-shirt. The context is urban and possible travel, a moment at the phone, time with friends, Gucci aslo succeeds in this new and varied context to sacralise its objects, which stand out and generate desire in the consumer.

Middle to high class consumers around the age 20 -50 looking for ilatilan fashion, luxury and aimless pieces.

. Demographics Since Alessandro Michele started collaborating with Gucci demographics has shifter towards more universal consumer (ethnicitiy ,fashion consciousness, gender blurring, semi-affordable t-shirt for middle consumer, etc.

. Geographics 147 stores in Europe 267 stores in south Asia,76 stores in US and 33 stores in middle east.

Product The product portfolio of the company includes fashion wear for men and women, shoes, watches, jewelry, handbags, babywear, eyewear.

Recently Gucci also launched a wide range of the home products that bedding furniture and wallpaper.

Price Gucci has mostly gone with a policy of premium pricing because its superior product quality and design, its pretty rare to find discounted Gucci products (just in company’s controlled outlet) in order to increase its revenues the company has followed the policy of diversifying into various products and few sub brands and under these, they have tried to keep a reasonable pricing policy as well as premium policy of prices.

Place

Promotion

As previously discussed in terms of promotion the brand’s strategy has been based on high quality and contents driven images integrated use of social media and traditional media/ printed ad and pop culture ( testimonials and fashion magazine cover) at the order to stimulate in consumers a sense of progress and break with the(recent) past.

Gucci’s outlets are designed to provide an elegant and relaxed environment (thanks to common interior design, customers have the sensation to be in their walk-in-closet) Services provided by the employees are high quality and their channel of distribution is very selective aiming at making the customers feel special. Stores are located in expensive and high profile streets that are exclusive and distinguished. Gucci also redesigned its website with the goal succeeding in proving customers with a robust online consumer experience.

.Brand identity

Gucci has an iconic brand identity, synonymous of trendy, high quality and Italian craftsmanship, it is recognized by customers thanks to visual codes like the GG logo, colours the bamboo etc.

According to statistics, Gucci brand awareness is consistently increasing takes to its strategy and it is recognized as one of the most Italian valuable brand.

IS GUCCI LUXUARY

.Consistency over time Gucci is continuously evolving and, during its history and has faced some difficult moments due to a short-sighted leader- ship vision and ambiguity in terms of targeted audience. Gucci is now rediscovering and revisting some of its past visual codes, in the attempt to build a new holistic aesthetics, able to summarize and leverage on the history of the brand, while trying to target younger customers by using social media plat- forms and new IT solutions.

.Value proposition

Gucci wants to provide its customers with high perceived quality products conveying a sense of exclusiveness by primary solving the desire for narcism and recognition, secondly the need for clothes, accessories,bags,etc. Functionality is definitely less emphasized while greater attention is devoted to durability and fashionable details.

.Brand system and brand leverage

‘Made in italy’ one of the core values of the Brand, is definitely at the center of the brand system, is definitely at the center of the brand system : Tuscan craftsmanship and Florentine couture represent the heart of brand even if, during last years, Gucci suffered from some reputation issue linked to its production and value chain, despite its effort to rebuild a coherent image, the production is still partially performed abored as far as more commercial goods are concerned

STRENGTH • • • • •

Strong brand image Direclty oprated stores Diversification persenalization Quality products

SWOFT OPPOTUNITIES • Growing market for luxury products in Asia.

• Increase growing offline presence Capturing sales in Americas Protential in luxury beauty & childern’s wear markets.

WEEKNESS • No way to actually feel product • Cannot connect to customers that do • not use e-commerce

ANALYSIS

Threats • Online luxury boutiques • Bricks & motar retailers • Websites that allow direct shopping from fashion editorials • Online trunk shows

CLIENT :- HARRY STYLES

Harry Edward Styles (born 1 February 1994) is an English singer, songwriter and actor. Born in Redditch, Worcestershire, his musical career began in 2010, when he auditioned as a solo contestant on the British music competition series The X Factor.

Following his elimination early on, he was brought back to join the boy band One Direction, which eventually became one of the best-selling boy bands of all time.

After the band’s indefinite hiatus in 2016, Styles signed with Columbia Records as a solo artist.

Styles released his self-titled debut album in 2017, which topped the charts in fourteen countries and ranked in several music critics’ year-end lists. The album’s single, “Sign of the Times”, topped the UK Singles Chart, peaked at number four on the US Billboard Hot 100 and was named “Song of the Year” by Rolling Stone, while its music video earned Styles a Brit Award. Styles made his acting debut in Christopher Nolan’s war film Dunkirk (2017). His second studio album, Fine Line (2019), debuted atop the US Billboard 200 and broke the record as the biggest sales debut from an English male artist in the US in the Nielsen SoundScan era. The album yielded the UK and US top 10 singles, “Adore You” and “Watermelon Sugar”, the latter of which topped the US Billboard Hot 100

EVENT : MET GALA

The Met Gala, formally called the Costume Institute Gala or the Costume Institute Benefit and also known as the Met Ball, is an annual fundraising gala for the benefit of the Metropolitan Museum of Art’s Costume Institute in New York City. It marks the opening of the Costume Institute’s annual fashion exhibit. Each year’s event celebrates the theme of that year’s Costume Institute exhibition, and the exhibition sets the tone for the formal dress of the night, since guests are expected to choose their fashion to match the theme of the exhibit.

The Met Gala was established in 1948 as a way to raise money for the newly-founded Costume Institute and mark the opening of its annual exhibit.

The first Gala was a midnight dinner and tickets were fifty dollars each.[6] Based upon the legacy left by former Vogue editor-in-chief Diana Vreeland as “special consultant” to the Costume Institute, since 1973 the Met Gala has become well known as a luxurious, blockbuster event and is considered “the jewel in New York City’s social crown”

The Gala is widely regarded as among the most prominent and most exclusive social events in the world. It is also one of the biggest fundraising nights in New York City,with $9M USD raised in 2013 and a record of $12M USD the following year.The Met Gala is one of the most notable sources of funding for the Institute,with contributions anticipated to surpass $200M USD in total after the 2019 event since Anna Wintour’s assuming the chairmanship of the Institute in 1995.

Harry Styles’s Sheer Jumpsuit to the Met Gala Styles stepped out in a custom black Gucci ensemble that let every man know that suits and tuxedos simply weren’t making the cut anymore. The sheer jumpsuit, complete with lace cuffs and a ruffled neckline, that allowed a peekaboo moment for many of his tattoos, melted into beautifully tailored trousers, which tapered delicately atop his heeled Gucci boots.

His hands were, as always, decked out in his signature ring collection, but this time his nails were painted black and a pale teal. On his face, a slight application of mustache stubble and a single dangling pearl earring. To call a look genderbending” may be passé, but Styles certainly challenged some norms with this nsemble: Mainly, the norm that men on red carpets should look boring AF.

When asked about his outfit and what campmeant to him on the pink carpet, Harry told Vogue, “I mean, I think it’s about enjoyment and about fun; no judgement. And having fun with clothes. I think fashion is supposed to be fun. And I think it’s a good time for that as well.. people being who they are.”

Did we mention that this was his first Met Gala? And he bypassed arriving as a guest to head straight to the co-chairs’ table, no doubt because he continually makes bold style choices we should all pause and reflect on more often? Over the last two years of his solo career, Styles has performed in floral Gucci suits, heeled YSL ankle boots, and the occasional velvet ensemble.

Offstage, though his look is more lowkey, he doesn’t shy away from an accessories pile-on, favoring hats and all kind of jewelry-layering.

He sees fashion as a form of selfexpression, according to his long-time stylist Harry Lambert and doesn’t believe in maintaining gender based fashion norms.

Thus,he chose GUCCI to create a high quality luxury outfit to his liking.

Considering the above , it’s clear that GUCCI has created a great outfit for him.

The Soul Of Ambivalence The video given is a song with a very beautiful meaning.I chose my title based on its visual video.

Sometimes I felt scared and happy when I saw it.They are always in a lot of trouble, sad and trying a lot to get out of trouble. The viewer who sees it feels very sad. Whenever they get in trouble, an angel comes to their rescue.Then the audience feels happy and hopeful.So in this video I always feel hesitant. I feel mixed feelings of happiness and sadness. So I named this The Soul Of Ambivalence

Mood Board Panatone 2217 C 2396 C 2028 C 164 C

Braindump

Mind - map

Sketch Book Entry

Used materials- spoons, Tissue papers , water colours , poster colours

Used materials-Tissue papers,news papers,water colours,poster colours,ribbon roses

Sketch Book Entry 3

Images used to make the Exquisite corpse

ANGEL

CRYSTALS

DRAGON

Used materialsstraws Tissue papers,news papers,water colours,poster colours,ribbon roses, straws

FISH

Exquisite corpse

Exquisite corpse, also known as exquisite cadaver (from the original French term cadavre exquis), is a method by which a collection of words or images is collectively assembled.

Exquisite corpse

Color proportion/ Colorways

Braindump

The song on which it is based https://www.youtube.com/watch?v=qGjAWJ2zWWI&list=RDqGjA WJ2zWWI&start_radio=1

Mind - map

Images Use To make the Exquisite corpse

Exquisite corpse

Exquisite corpse

Concept Board

Mood Board

Mood Board

S.A.K.DEVINDHI 11903777 S1902

@_bouquet.of.design @knowledgegram_ @____.disenadora