KRYSTAL! DEL CID!
! PRIVATE LABEL & PRODUCT DEVELOPMENT
THE OBJECTIVE OF THIS PROJECT WAS TO COME UP WITH A COLLABORATION INVOLVING TWO ENTITIES, A MAJOR FASHION RETAILER AND EITHER A DESIGNER OR PERSON. THE MISSION WAS TO CREATE A PRIVATE COLLECTION TO BE DESIGNED, MARKETED, MERCHANDISED, AND SOLD IN STORES.! FOR THIS PROJECT, I CHOSE FAST-FASHION RETAILER TOPSHOP AND MODERN DAY FASHIONISTA SOLANGE KNOWLES.
SOLANGE! X! TOPSHOP
TOPSHOP
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DEMOGRAPHIC Teens to fiftysomethings!
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COMPETITION ZARA, H&M, Target
FASHION BACKGROUND
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Made Vogue’s best dressed 2 years in a row!
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Madewell Model!
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Featured in:! ▪ ▪ ▪ ▪ ▪ ▪ ▪
Elle! Vogue UK! Glamour! Complex! StyleCaste! Fader! Highsnobette
CONSUMER PROFILE! BOARD
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“Queen of the Concrete Jungle”!
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Urban! Funky! Adventurous! Bold! Eclectic! Natural Beauty
TRENDS
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Jungle to the Streets!
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Brazilia!
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Black & White
ASSORTMENT
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2 Groups:! ▪ Concrete! ▪ Jungle!
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18 Piece Capsule Collection:! ▪ Coats! ▪ Dresses! ▪ Skirts! ▪ Pants! ▪ Tops! ▪ Romper
GROUP 1
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CONCRETE:! ▪
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More structured and tailored pieces! Items that can be dressed up! Mix & Match pieces!
KEY ITEM:! ▪ Collared shirtdress
GROUP 2
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JUNGLE:! ▪ Playful, relaxed pieces! ▪ Items designed for comfort and ease, while still being trendy !
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KEY ITEM:! ▪ Black & white duster coat
GROUP 1
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Flats for Concrete collection
GROUP 2
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Flats for Jungle collection
SOCIAL MEDIA
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Facebook!
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Twitter!
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Instagram!
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Pinterest!
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Tumblr!
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Youtube!
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Solange’s Blog
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PROMO VIDEO
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Promotional t easer video to debut collaboration!
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Will appear on website!
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Promoted via social media
INSTAGRAM COUNTDOWN
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Releasing pictures weekly via social media to inform customers about the launch!
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Hashtag:! #solangextopshop
INSTAGRAM COUNTDOWN
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3 days until the launch of the collection
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Include pictures of behind the scenes shots & video clips
WEB OPENER
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Appears in the Topshop homepage slideshow
ONLINE SHOP
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E-Commerce page for the capsule collection
ONLINE SHOP
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Web exclusive shirtdress ! color-way!
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Key is to help drive sales and site traffic to the e-commerce site
MOCK! LOOKBOOK
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DISTRIBUTED:! ▪ In Stores! ▪ Mail Orders! ▪ Mailing Lists
MOCK! LOOKBOOK
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First four pages of the look book!
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Setup as a spread
MOCK! LOOKBOOK
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Additional looks featured in book
TOPSHOP ON THE GO
TOPSHOP MOBILE
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COLLECTION ACCESSIBLE VIA! ▪ i Phone ! ▪ iPod ! ▪ iPad! ▪ Android/ Smartphone device
ADVERTISING
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Wheat Paste!
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City Walls!
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Train Stations
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ADVERTISING
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Public transport advertising
ADVERTISING
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Topshop Ice Cream Truck!
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Drives around city for promotion!
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Giveaway tote bags and ice cream
ADVERTISING
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Fruit inspired truck design!
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Unique to the Solange x To p s h o p campaign!
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Serving fruit instead of ice cream
ADVERTISING
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Fruit Kabobs!
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Frozen Fruit Popsicles!
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Mini Fruit Pizzas
LAUNCH PARTY
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E v e n t f lyer with details for guests in attendance
COLLECTION LAUNCH EVENT TOPSHOP NYC SATURDAY MARCH 15, 2015 6-足10 PM 478 Broadway, New York City, NY 10013
LAUNCH PARTY
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Celebs!
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Bloggers!
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Fans
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LAUNCH PARTY
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Special Performance!
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Nail Bar!
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Live Feed!
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Twitter! Ustream!
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Photo Booth!
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Party Favors!
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Giveaways
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MARKETING
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Shopping bag design!
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Exclusive to this marketing campaign!
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Recurring leaf motif on front, prints used in collection on the sides and inside of bag
WINDOW DISPLAY
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Inspired by the consumer: “Queen of the Concrete Jungle”!
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Display includes things found in both the street & jungle!
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M AT E R I A L S : ! ▪ Rope chandeliers! ▪ Brick walls! ▪ Ferns! ▪ Ti r e s ! ▪ Faux Animals!
STORE LAYOUT
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Second floor SoHo Location!
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Incorporated elements from the display window to convey the Concrete Jungle image