C O N T E N T S
PAGE 4 - BRAND STRATEGY PAGE 6 - JAXA PAGE 8 - POSITIONING MAP PAGE 10 - CREATIVE DEVELOPMENT BOARDS PAGE 22 - PHOTOSHOOT PAGE 34 - TRIP TO PARIS PAGE 38 - COMMUNICATION STRATEGY PAGE 40 - BIBLIOGRAPHY
B R A N D
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The Pierre Cardin S/S 2020 campaign is about the revival of a brand that once produced vibrant avant-garde silhouettes that intrigued the world. Cardin became a recognisable figure after designing the iconic ‘bubble dress’, a garment that was not regarded as traditional for its time, yet remained to be a flattering and classic look. After catching everyone’s attention in the fashion industry, his inspiration started to come from elsewhere, with him particularly taking a large interest to the landings on the moon in 1969. He was one of the very first designers to produce Space themed collections. Cardin wanted to create garments that were way ahead of their time, rather than designing the ordinary. His work was also considered to be controversial with even Cardin stating “Not everybody liked my work. People said it was ugly, vulgar. I have always been very solitary, but I was very successful, fantastic” (The Inde-
pendent Magazine, July 2003 interview by Jamie Huckbody). To move forward the brand will once again use space as the main source of inspiration, keeping the heritage alive, yet putting a modern twist on it. The brand will remain luxury, mainly concentrating on their couture line and then possibly looking into adapting a ready to wear collection in the future. The relaunch will be conducted in Tokyo, Japan. This will be the ideal location with Cardin having strong connections with the country and JAXA being situated in the heart of the city. Japan is currently playing a large part in the fashion industry, consequently meaning that it is a highly relevant place for Cardin to launch his S/S 2020 collection.
S T R A T E G Y
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“We aim to open up a new era by developing and leading aerospace technologies, utilizing them for providing solutions to social problems as well as academic challenges, and creating definite values” Naoki Okumura, President of JAXA.
Similar to other countries around the world, Japan has their very own space program named JAXA. The organisation originally began when three institutions merged named, The Institute of Space and Astronautical Science (ISAS), the National Aerospace Laboratory of Japan (NAL) and the National Space Development Agency of Japan (NASDA). It was created to ‘support the Japanese government’s overall aerospace development and utilization’ (www.global.jaxa.jp). Although they are a less recognisable corporation compared to NASA and Roscosmos, they are responsible for vital research, technology development and the launch of satellites into orbit. In 2013, ten years after the creation of JAXA, they created the slogan “Explore to Realize”, which ‘reflects its management philosophy of utilizing space and the sky to achieve a safe and affluent society (www.global.jaxa.jp). 6
Although they have an office in Tokyo, they have centres all over Japan including; the Kakuda Space Centre, Usuda Deep Space Centre, Magoya Flight Research Centre, Uchinoura Space Centre etc. Each centre focuses on a specific area of research.
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PRESTIG
MASS MARKET
POSITIONING MAP
AFFORD 8
GE PRICE
EXCLUSIVITY
DABILITY 9
CREATIVE DEVELOPMENT BOARDS
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S/S 2020 CAMPAIGN -LOCATION -UNEDITED SHOTS -EDITED SHOTS
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L O C A T I O N 23
LINCOLN CATHEDRAL
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U N E D I T E D
S H O T S
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B R A N D Pierre Cardin’s empire has grown drastically since the beginning of his career in 1945. From creating the iconic ‘bubble dress’ to avant-garde silhouettes, his brand has become highly recognisable worldwide. The uniqueness of the brand has attracted a large amount of attention across the years, in particular the 1970’s when Space was such a hot topic. With Space becoming such an attraction, it proves the relativity of launching in S/S 2020.
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his licensed products sold in stores such as House of Fraser and Specsavers are still regularly purchased. Prices vary from £35 all the way up to £314, proving the high quality of the garments with the link to the prices.
The logo is depicted in two ways, one showing the name of Pierre Cardin in lowercase letters in the colour black which appears on the outside of his stores and museum in Paris. The second is a small symbol, also advertised in black, with just the inPierre Cardin is a truly remarkaitial of his first name in a swirly style ble businessman, knowing that if he font, shown on his website. The colbranched out into other areas his our black is a classic, signifying elefortune would continue to rise. His gance and sophistication but yet bename has appeared on nearly every ing simplistic. This design works well kind of product, with him once stat- with many other brands, including ing he could survive with just using Chanel and Dior who are both mulall his licensed goods. His profit has tinational successes, recognisable for allowed him to become one of the their logo. richest men in the fashion indusTo keep the brand alive during the try. Although his couture line is no S/S 2020 relaunch the Space theme longer accessible at this current time, will be the main focus of the cam-
I D E N T I T Y
paign. This theme will reflect the brands heritage well and will link with Space being a big topic of conversation at this present time with new discoveries being found quicker than ever with all today’s technology. Collaborating with JAXA allows Cardin’s relaunch to have a higher success rate, being with a successful space programme. His links with Japan prove this collaboration to be an obvious choice. They are a company that is constantly on the look out for any recent developments. Most recently they have launched an project to explore deep into space with the usage of a new antenna and ground station (http://global.jaxa.jp/ projects/sas/great/). By combining the two together, JAXA can provide certain characteristics to the campaign that Cardin could not, including astronaut helmets and idealistic backgrounds. Part of the S/S 2020 campaign will revolve around the
usage of VR which will be supplied by JAXA, allowing people to feel the true experience of Space without having to actually travel there. Other fashion brands have used VR as part of their brand, including Dior who let their consumers see the runway collections from wherever they were, giving the backstage experience (https://www.lvmh.com/ news-documents/news/dior-creates-its-own-virtual-reality-headset/). This proves the success of this new piece of technology and this will only progress in the future.
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PIERRE CARDIN MUSEUM
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C O M M U N I OFFLINE TOUCHPOINTS - BRAND STORES (SITUATED IN TOKYO C ASWELL AS PARIS) - ADVERTISEMENTS IN MAGAZINES A - BILLBOARDS (PARIS AND TOKYO) - VR EXPERIENCE T I ONLINE TOUCHPOINTS - MOBILE APP O - TABLET APP - REGULAR EMAILS THAT YOU CAN N SUBSCRIBE TO - SOCIAL MEDIA (INSTAGRAM AND MIXI)
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S T R A T E G Y
WWW.REVELINNEWYORK.COM WWW.2.BP.BLOGSPOT.COM WWW.MEDIA.DOLLSKILL.COM WWW.UPLOAD.WIKIMEDIA.ORG WWW.STATIC1.SQUARESPACE.COM WWW.VISITLINCOLN.COM WWW.BRAGMYBAG.COM WWW.FASHIONEDIT.COM WWW.I.PINIMG.COM WWW.PIERRECARDIN.COM WWW.GLOBAL.JAXA.JP
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