THE PURPOSE & WHY

PURPOSE

This FMP will draw on and expand upon my 360 campaign values and conclusion to interrogate how high end luxury brands can be accepted by Generation Z by being a part of the Dover Street Collective. This collaboration will act as a steppingstone for luxury brands to start to build a renewed relationship with Generation Z informing emotional attachments that provide loyalty and a future proofed connection. This strategy will create a symbiotic relationship between Chanel and DSM, each gaining something from this campaign. Chanel the opportunity to renew their brand identity whilst maintaining their values and heritage giving the brand a new meaning to Gen Z consumers. On the other hand, DSM will gain another high-end brand drawing a younger Generation Z into their store to find the beautiful chaos inside. This fusion will also ensure a new experience for Gen Z allowing them to gain a new understanding of high-end luxury brands, subsequently securing their future. My concept will look to solve the oxymoron of how Chanel can transform its traditions and be curated to fit seamlessly into a DSM space, storytelling Chanel’s heritage in a new way fit for the future.

WHY A COLLAB?

I believe that a collaboration will be the most beneficial outcome to my campaign as it has been proven that collaborations allow brands to work together to reach a new consumer they previously haven’t focussed on. Collaborations are important for brands as they enable reach to a new audience. More crucially for fashion brands, collaborations unlock the ability to deliver a collection that is outside of their typical design, in a refreshing and different style. (Coleman, 2020) Collaborations are also usually short-term occurrences that promote exclusivity – a value ingrained within Chanel.

Fashion collaborations are a recent phenomenon, with many brands veering away from the principle for many years to maintain their own status and identity. However, this outlook has changed over the years, “it says everything about how fashion has changed, designers now realise they can feed off each other’s talent and creativity.’ (Burke, 2022) It is this that makes collaborations both exciting and successful to brands on a number of levels.