- Retail/ distribution Brand implementation features

ADDED BRAND IMPLEMENTATION FEATURES

APP

Kenzo will introduce an app that is linked to the omnichannel sector of the brand. The app will allow consumers to purchase products as well as access and sell products on the resell platform.

The Kenzo app facilitates features beyond the purchasing phase. The app allows consumers to get digital newsletters and notifications, product information and pricing as well as customer product ID information.

The QR code introduced, facilitates the implementation of the Kenzo app and these two elements work together in order to portray and facilitate the rebranding.

QR CODE/TAG:

This QR code will represent the symbolism of the iconic logo of Kenzo. The QR code will have four dedicated areas of the garment where it could be placed, this introduces the playful aspect of the brand into the garments. Only Kenzo fans will know where the logo can be found.

The QR code provides information on the product, pricing and customer ID. This feature is also crucial to the accessible luxury positioning as it serves as a form of certification for the Kenzo consumers.

MERCHANDISING:

Longevity and the Wabi Sabi culture promotes minimal waste and good quality garments. With this core focal area within the brand, Kenzo will produce limited pieces in order to minimise wastage along with emphasising the exclusivity factor of the garments and brand.

Merchandising will be available in physical stores along with being accessible on the Kenzo website and app. Iconic and core merchandising pieces will be available on all platforms, however Kenzo will implement online exclusive items in order to facilitate the growth of the omnichannel platform.

MERCHANDISING DESIGNS:

The Kenzogi rebranding will fuel the change in design elements for the brand. The new Kenzo will facilitate the movement towards a ‘shared closet’ concept; with no distinctions between men and womens design features.

This change in design features and the idea of a shared closet will implement and solidify the longevity and Wabi Sabi trend within the brand.

Kenzo will continue to take inspiration from its DNA, by implementing colours and prints, whilst considering a minimalist approach.

The new merchandising will portray the Kenzo poppy QR code as well as either the Kenzo poppy or tiger logo that is symbolic to the brand.

Kenzo will highlight its brand colour by introducing “Kenzo Red” in all their designs and brand features.

MERCHANDISING PRICING:

Kenzo the brand has always been regarded as being a brand at the forefront of innovation. Designers Leon and Lim created an accessible market with the introduction of the tiger sweatshirt (Tashjian, 2019). This sweatshirt currently starts at €250. This price reflects a low to medium price point. In order to reposition Kenzo in the accessible luxury sector, the brand will need to increase their prices. This price increase will range between 5%10%.

RESALE PLATFORM

Kenzo will introduce a resale platform with their new rebranding strategy. This resale platform will be available in the Kintsugi stores as well as on the Kenzo app. The introduction to the resale platform facilitates the longevity and no waste culture that is a core concept within the rebranding of Kenzo.

The app will allow consumers to view the garments past owners, allowing the community aspect of the brand to be highlighted in this feature. Consumers will have the option to resell their products through the app or physical Kintsugi stores.

INTERIOR

Kenzo introduces Japanese culture through Wabi Sabi in their new rebranding strategy. Through this Wabi Sabi influence, the brand will focus mainly on the art form, Kintsugi, which emphasises the ‘imperfect’. This art form adds values to products that have imperfections and history to them.

The Kintsugi art form is noticeable through the use of gold materials. Kenzo will adapt this idea and implement red Kintsugi art forms throughout the store interiors.

MOCK UPS