Jil sander for COS - Mariona Bonareu by Mariona Bonareu Mora

FOR

Mariona Bonareu Mora Fashion Marketing & Communication Level 5 Representation Techniques Computer Tools 2 MIED 506 Nicolas Godon

CONTENT

BRAND RESEARCH

EDITORIAL

LOOKBOOK

MINISITE

REFERENCES

Brand CORPORATE PROFILE

OS is a Swedish fashion brand under the H&M group that opened its first store in London 2007 and it delivers modern and functional designs, considering ‘favour style over fashion’ as they apply trends but in their approach and make them last due to its good quality. The fact that quality it’s a strong point, makes the brand seem exclusive but they offer high-end design and good quality at affordable prices, which makes the brand unique. Its main core values are fluently stylish, modern and timeless with a minimalist feel. “At Cos, we want to propose a style inspired by architecture, graphics, design and arts,” explains womenswear design manager Karin Gustaffson. ((Walker, 2012) When talking about COS products, the most relevant thing to point out are the patterns and fabrics they use as these features make the designs unique. Also, all of the pieces are driven by minimal concepts considering the main theme of the collections.

The overall atmosphere is based on basics, simple and geometrical pieces adapted to the zeitgeist of the moment and these minimal pieces are available for women, men and children who value all their standards.

Not only there is the minimal approach in the clothes but also on the store, which is one strong point of the brandâ&#x20AC;&#x2122;s essence as they get a lot of inspiration from graphics, art and architecture when designing their brick and mortar stores. The atmosphere reflects the brandâ&#x20AC;&#x2122;s lifestyle and values by showcasing the stores as gallery spaces with the purpose of making them open and clean within a minimalist display and Scandinavian feel.

OS is meticulous when deciding the locations, as they want to position them into the most desired places in the city due to its stores recognition and so would be easy for customers to find the brand.

Brand MARKET POSITION

COS is positioned in the middle market as they offer good quality designs but in an affordable price. This feature makes them more special as this market is less crowded regarding the brandâ&#x20AC;&#x2122;s style. Their unique selling proposition is based on their careful designs with good quality at affordable prices but at the same time there is the air of exclusivity even they are not. Also, the only thing they have present in all their collections is the modernist and minimal approach combined with a timeless style.

There is competition in the middle market and If we focus on some competitors we could divide them regarding price and style as there are some differences. In terms of price, some competitors would be Levis, Diesel, Sandro, Calvin Klein and Massimo Dutti but in terms of brand image the main ones are Acne and Filippa K, &Other Stories, Samsoe & Samsoe and Norse Projects followed by others as Whistles, French Connection, Zara and Reiss.

CURRENT SITUATION

COS focus is on the creation of collections during the year and as said before all of them have the minimal approach and the strategy they implement is to make desiring fashion achievable to the mainstream as it combines the art of details with the affordable prices. They are delivering fashion and quality at the best price. When referring to quality itâ&#x20AC;&#x2122;s not just about the fabric but the pattern, fit and finishing of the garment.

One thing the brand is currently doing within the time are the collaborations mainly with artisans and architects as for instance a homewear collection, HAY X COS. Basically in all of their projects they focus on potentiating creativity and being niche in their sector as they want to keep their brand uniqueness.

Brand COMMUNICATION BACKGROUND There is not a lot of promotion about COS when communicating with the audience. Their main strength are the catalogues and the web as major visual references due to the fact that they donâ&#x20AC;&#x2122;t use ads, TV or any other major method of advertising. Instead, they use their stores to communicate with their target and create major scenarios for the brandâ&#x20AC;&#x2122;s lifestyle with great decoration and window displays as they define their identity. Their website is another way of communication, but the loyal ones will see what the brand is currently doing there in terms of collections and projects as they not only show interesting image of the looks and campaigns but also photos of their spaces, projects they are working on and the magazine who hosts them.

Basically, COS communicates for their audience in their own medias as they want loyal consumers to know what they are doing, so we can see how the brand focuses on making their communication more personalized and not massive.

In terms of the images they use to communicate we can see the personal, artistic and pure approach while transmiting the clean and modern silhouettes that create their pieces. As previously said, the interior design of the stores are a key communication points for the brand as the in store merchandising is studied to generate an experience for the target with the brand. Also, we can see its importance because not all the stores have the same terms of lighting, as they want to project they are an innovating brand as they adapt to each environment making their customers feel comfortable.

Always with the clean layout and simple background, organized by colours but black, white and grey prevail in all collections. We can see how they know how to connect architecture, design and fashion all together with coherence and offer to consumers a closer relationship with the store and brand itself by communicating with a minimalistic, quality and authentic approach. 9

Brand ‘THE MESSAGE’ After analysing COS image and communication, we can appreciate how their main message is valuing style and art within a minimal approach. Therefore, for the following collection I would recommend to create a collaboration with a fashion designer as they value a lot their collaborations but they haven’t done it with fashion designers so I reckon it could be an opportunity for them. The designer I picked for the collaboration is Jil Sander, the luxury fashion brand, as it fits perfectly with COS style and moreover the concept of the capsule would be going back to the roots and understand the main model that defines the brand, which is minimalism and there is no better designer than Jil Sander to express it, the mother of this movement.

brands who share similar core values. The idea of the capsule would be to create accurate pieces and play mainly with patterns and fabrics reflecting the concept of minimalism. Also, gathering inspiration from art items In order to reflect them into the garments.The combination of both brands together in one capsule can be a collection to remember within the years, as it will be really powerful regarding the concept and focus on good design and quality. The intention is not to increase communication, as it’s not the brand purpose but to increase customer’s satisfaction.

I really belief that COS target would react positively within this capsule as the brand is a great inspiration for the vast majority and maybe due to economic reasons some people don’t have the option to afford Jil Sander pieces, so in this way they will have the chance to have a capsule with the two

‘QUEEN OF LESS’

Brand TARGET MARKET

If we analyse the target of COS, we can see that itâ&#x20AC;&#x2122;s based mostly on men and women from 25 to 55 years old who are interested in design, culture and fashion while looking for modern, functional and timeless designs. They can be considered big spenders, well dressed and stylish consumers and the vast majority would be attracted by social and cultural topics and have intense interest in arts and creativity.

If we describe them more, we can appreciate how most of them are university educated with full time jobs and some of their lifestyle activities would be working, going out for dinner, hang out with friends, visit art galleries or cultural events and for some of them, family activities. They value from the brand that it has a strong personality, as itâ&#x20AC;&#x2122;s at the same time sophisticated, simple, clean and professional. 12

September 2015

OS is not a simply fashion brand for consumers as when they connect and feel identifiied with the style, the brand becomes a part of their daily life.

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September 2015

New York

Brand OBJECTIVES Within this capsule the main objective is to stand out the importance the brand gives to the collaborations but in an unexpected way as they are not used to realize it with fashion designers, but it would be a positive reaction from the audience as these two brands working together can make a brilliant capsule. Also, the fact of choosing this designer is because of the purpose to reflect the minimal style and understand where COSâ&#x20AC;&#x2122; inspirations come from. Jil

Sander is considered the â&#x20AC;&#x2DC;Queen of lessâ&#x20AC;&#x2122; and It has influenced lots of following designers and artists.

COS will have the chance to use better fabrics and give their customers a better experience by understanding with When considering com- a big influence where munication, the main they roots come from. objective is not to wider the awareness In the end, they will but to generate desi- not be changing their re for the current corporate values but ones. They can achie- just enhance them ve the goal because more with an innovaboth brands use their tive capsule. own way of communicating, which is not massive so It fits for the capsule.

Brand INSPIRATIONS

y inspiration for realizing this capsule was because of the minimal movement happening nowadays and the trend of past times not just in fashion but in all ways. When searching for minimal art I found Jil Sanderâ&#x20AC;&#x2122;s inspiration from an sculpture transformed into a garment so I decided to do something similar for the editorial. This concept made me realize that art and the garments have more similarities than the ones we expect.

Editorial EDITORIAL BRIEF

or the editorial of the collection the main idea is to go back to the roots and understand minimalism, an important value of COS. By realizing the collaboration the brand will have the possibility to use better fabrics and create more elaborated pieces. In order to achieve this goal, the styling, the model behaviour and the location are really important because they will reflect the idea. Therefore, the editing of the images will be key, as I will try to make them look old with the light effect but adapted to nowadays moment because It will reflect the beginnings of the movement in an updated capsule. Pictures will be mainly square and clean as in those previous times.

â&#x20AC;&#x2DC;BACK TO THE ROOTSâ&#x20AC;&#x2122;

STYLIST

he stylist is Columbine Smille,a swedish girl who has her own blog and works for Style by. She fits perfectly the brand due to its minimal and simple way of working.

PHOTOGRAPHER

he photographer will be Ivan Bideac, and as the images reflect it perfectly we can see how he plays with light and really focuses on pure and inspiring images.

Editorial MAKE-UP & HAIR

he model is named Tamara Ryzhenko as fits perfectly with the topic with her down-to-earth beauty and naturality and oldish feature. In order to make it more natural the make-up is going the be really clean and the hair just as the movement goes.

MODEL

LOCATION

he editorial will take place in a white space with lot of natural light in order to obtain real images combined with real objects

Editorial

Lookbook

Mini site

he mini site will be basically to be updated of what both brands are doing like shows, collections and all news. Moreover, current trends and inspirations where brands could feel identified.

https://issuu.com/marionabonareumora/ docs/jil_sander_for_cos

https://cosxjilsander.wordpress.com/ 34

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Available

at:

http://33cm.tumblr.com/

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