Marta Amelia Tomalik Second year, Level 5
Representation Techniques 2 Computer Tools CWK 2 Nicolas Godon
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index History 5 Current situation 6 Target market 8 Communication strategy 10 Market position 12 Collection 2016 14 Idea 16 Objective 19 Editorial 20 Art direction and model direction 36 Processing retouching and page layout 37 Lookbook 38 Minisite 46 Bibliography 50
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“When I was very young, I used to sit in my little room flipping through the pages of Vogue magazine. I practiced drawing and tried to give life to those drawings by dressing up my dolls. Today, I am proud to say that my team and I work out of a large, yet very warm, growing fashion house and that my gowns can be found in several countries around the world.�
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history Liz Martinez is a young, French Israeli bridal gown designer. She started her journey at the tender age of 18. After completing her studies, she quickly rose to the top, and became one of Israel’s leading Fashion Designers. Her unique, eye-catching sense of style, and creative thought process has not only been recognised by leading publications, but continues to evolve, build, and leave quite an impression all over the globe. Liz Martinez has very inspiring character. While some may refer to her as the “Cinderella” of the tidal wave of Israeli designers hitting the world’s ever-sizzling bridal fashion market, Liz sees her success as a “do or die” situation and encourages all young girls to make their dreams a reality and become the woman they know they can be. Her youthful passion and creative spirit along with her sense for elegance and glamour are the leitmotif in all her collections. For Liz Martinez, every design is the quintessential expression of a woman’s inner beauty and seductive nature. The use of unexpected materials, unconventional cuts, strict attention to details and ability to flow with current trends, have placed Liz Martinez as one of the most significant, fresh, and innovative designers to come out of Israel. Each dress is a reminder of how a little girl’s dream can become a reality, for a bride it could mean her wedding day, for the designer it is a flourishing successful fashion house.
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current situation Liz Martinez’s flagship studio is located in the heart of Israel. Everything from the designing, cutting, sewing, beading, marketing, communications and more is done inhouse. Liz believes that all elements of creating a bride’s dream dress must be intimate and personal, and ultimately that every employee, and every bride becomes part of the family. You can only get the dress in four different countries so far: Israel, United Kingdom (2 stores), Italy (2 stores), USA (3 stores). There is an opportunity to try on a Liz Martinez Bridal gown! As the brand has the stores only in four different countries around the world, Liz Martinez 2016 collection is making its way around the world with the trunk shows, visiting cities as: Sydney, Seattle, San Francisco, California, London. Brand Liz Martinez also collaborates with designers. Angelica Bridal was very excited to announce a new London exclusive collaboration with Liz last September.
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target audience Liz Martinez targets high-income (50 000₏ per year per person) brides-to-be as well as the parents of the bride. Traditionally, it is the parents of the bride who are responsible for the costs associated with the wedding. Not everyone follows tradition however, and it is increasingly becoming the trend for the wedding couple to be responsible for the costs associated with the wedding production. For this reason both the couple and the bride’s parents will be targeted. Female (brides-to-be) aged 20-45. Female and male (parents) aged 40-70. Liz Martinez mainly targets people, who are interested in fashion, adore boohoo style, lace, hand-crafted, delicate, embroidered designs.
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communication strategy Liz Martinez’s communication background is very poor at the moment. Liz Martinez focuses on social media. They also run Youtube channel where they have uploaded two very short videos capturing some of the collection. The amount of video views was low. Liz Martinez runs few social media platforms such as: Facebook, Instagram, Twitter and Pinterest. The media strategy is based on social media. For all the news on Liz Martinez, competitions and special events, customers need to follow @LizMartinezBridal on Instagram and @LMartinezBridal on Twitter.
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market position Liz Martinez is new on a market. The have been mentioned in several magazines and webistes such as: Weddingomania, Wedding Style Magazine, Fashion TV Bridal Collection, Bellethe Magazine, Fashionsy. com. What make them stands out among different bridal brands is the characteristic design - tryly feminine, really detailed, unique. The bohemian style and emboided lace go well together. Liz Martinez believes that black and white photography underline unique values of all designs. The wedding dress are valued between 6000€ to 9500€.
nine way to work your backless look. Prices are on average 3175€. Seriously sexy and super ornate, Galia Lahav has to be one of the biggest names in backless wedding dresses. Sumptuous details, and seductive silhouettes, these impossibly glamorous wedding dresses are what this trend was born for. Prices are from 6350-12700€.
We have a serious soft spot for Grace Love Lace. There’s just something about these effortlessly cool, captivating, bohemian wedLiz Martinez is focused on promoting the ding dresses that makes our heart skip a beat brand and events on social media - Insta- every single time. For boohoo/rock chic/ gram is the place where they are informa- indie brides who want a dresses that’s sexy without being too showy. Price is mostly tions about the events are organised. under 2160€. However they are hundreds of brands that follow the same values as Liz. I have chosen Chic, pretty and feminine wedding dresses some and wanted to see what their values that only a Parisian designer could create, are. I found quite few strong competitors. we’ve been falling hard for Sophie Sarfati ever since we discovered her beautiful work. Stunning dresses for someone who wants a fresh, not-so-obvious take on the backless Katie May is a designer who has made the trend. Prices are only available on request. backless look, her signature style. Sexy gowns that are still truly romantic too, Rosa Clara is a Spanish bridal fashion house this LA designer should be your first stop that’s coveted by brides all over the world. on your quest to the backless dress of your One of the few designers creating classic dreams. Prices are available on 1423€. wedding dresses in beautiful backless styles, if you want a voluminous, princess-worthy Elise Hameau creates this most captivating wedding dress, while still baring some back, gowns, that are at once ethereal, and utterly Rosa Clara is a definite go-to. Prices are chic. Soft textures, loose fits, big bows and from 1840-4250€. lots of lace touches, a pretty, dainty, femi-
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bridal collection 2016
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idea Organise a lunch 2016 collection at trunk show in Athens, in the capital city of Greece.
The current 2016 bridal collection has a lot of potential and it’s unique design is very strong. There is no need to change anything in the collection. This is what I want to work with – the current collection and the trunk show.
The amount of weddings happening in Greece is the biggest in Europe. Having a trunk show in Athens will be something where Liz Martinez brand needs to be showned. There are not many bridal brands located in Greece that would have feminine, bohemian and unique design at A trunk show is an event in which brands the same time. A lot of brides-to-be travpresent merchandise directly to store per- el to Greece with already purchased wedsonnel or customers at a retail location or ding dress. another venue such as a hotel room. As Liz Martinez has the stores only in four Liz Martinez will be launching her 2016 different countries around the world, Liz collection at a special trunk show event Martinez 2016 collection is making its way hosted by Rebecca Camhi Gallery in Atharound the world with the trunk shows. In ens. As usual with Liz Martinez trunk their mind is to get people to know about shows, appointment will be made online. the brand through all the travel they do.
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objective The main objective is the brand awareness. Liz Martinez is a new brand with needs to get more customers, expand the business in European bridal market. Trunk show in Athens will be a great opportunity for the brand to gain new audience and consumers and increase the sale. Brand Liz Martinez loves to travel and look for new inspirations and finding them abroad. Liz is very passionate about different cultures. For the brand it will be great to meet with Greek brides-to-be and find out about their taste, what they like, what is their wedding dress dream.
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editorial Liz Martinez past photographic sessions were based in the cities such as: Barcelona, Milan, Paris. I thought this is the time to change it. For the editorial idea I was inspired by Greek landscape, looking at photographs taken in Athens but also at the Greek islands. The landscape caught the attention straight away. I thought the coast and the beach landscape would beautifully underline Liz Martinez designs, as white goes well with blue and turquoise colour.
The moodboard is based on photographs following the topic I want to cover for the editorial: a model with very natural face, Eastern European beauty, preferably blonde, having long, messy hair. We want to keep make-up very simple, natural and clear. Photographer with wedding photography experience, capturing a model but also details of the dresses same as model’s face features. Stylist with a good taste for wedding outfits. Seeking to keep it very natural, and want to create a feeling the bride-to-be would have while getting married at the beach, that´s where the ediotorial title ¨The day of my dream¨come from.
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photographer Johnny Abegg is a former aspiring Pro Surfer turned filmmaker and photographer from Byron Bay, Australia. His photographs are dynamic and well composed. He works well with lights and colours.
models
Magdalena Frackowiak was born on 6 October 1984 in Gdansk, Poland. She is a Polish fashion model who began appearing on international runways in 2006. Since mid-2015, she has launched her own jewellery brand Magdalena Frackowiak.
Romee Strijd was born on 19 July 1995, she is a Dutch fashion model best known for her work with Victoria’s Secret since 2015.
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stylist Ciara O’Halloran is a freelance stylist and musician based in Ireland. She works on a diverse range of projects and embraces roles such as creative direction, styling and production for editorial publications and commercial campaigns. Specialising in styling for clients and publications in the wedding, interiors, food and lifestyle industry.
make-up aritst hair stylist Luciana Rose is a makeup artist and qualified hairdresser who is highly skilled and trained in all aspects of the entertainment industry. She has worked with many high profile clients and celebrity faces within the Advertising, Fashion, TV and Film industry. Luciana’s passion lies particularly with the fashion industry – specializing in catwalk shows, events, fashion advertising and photography. Luciana also enjoys working on Music Video clips and also devotes her weekends to looking after the BRIDE on her special day.
location Chania Region in Crete will be the editorial location. The beach is clear and quite which suits the idea perfectly.
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the day of my dream
Walking down that sandy aisle, barefoot. Luxe lace, a trail behind her in the sand, A dreamer, eternally following her heart, Adventure and beauty in every breath. Drifting in and out of this era and that, Salty hair from this mornings swim, he waits. Love comes first. Photographer Johnny Abbegg Stylist Ciara O´Halloran Make up&hair Luciana Rose 24
Wedding dress Liz Martinez 25
Wedding dress Liz Martinez Bolero Liz Martinez Wide brim hat Lack of Colour Gold necklace Spell
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Wedding dress Liz Martinez Wide brim hat Lack of Colour
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Wedding28 dressLiz Martinez Silver Tribal necklace Spell
Wedding dress Liz Martinez Silver Tribal necklace Spell
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Wedding dress Liz Martinez Necklace Spell
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Wedding dress31 Liz Martinez
Wedding32 dress Liz Martinez Necklace Spell
Wedding dress Liz Martinez Necklace Spell
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Wedding dress Liz Martinez
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35Martinez Wedding dress Liz
art direction & model direction The main goal was to create a range of photographs with beautiful background and model in the center of attention. I wanted photographs to show very calm and fairy atmosphere. Also to capture two beauties at the same time: the landscape and our wedding dresses design. The main goal for the model was the fact that she needed to look natural, no posed pictures a la Vogue, no weird faces. Also another goal was to capture her smiling, jumping, walking.
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processing & retouching
Weather conditions were perfect that day sothere no problem with lightning. Photographer was working with various camera angles to achieve the perfect shots. The photographs were edited in the Adobe Photoshop. I have changed the contrast to make photographs look more stands out. Also exposure setting were used and a tiny bit of brightness to achieve very calm and fairy atmosphere on the photographs.
page layout The editorial is kept really simple. Idea was to place photographs with a different size. Two similar photographs are placed on one page spread, and they basically from one story, one is a full body length picture, and the other is closer up.
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lookbook As there was already mentioned before Liz Martinez believes that black and white photography underline unique values of the designs. The lookbook is black and white too. and focused on Liz Martinez 2016 Collection.
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look guide Cover page Materials: Silk 50% Cotton 20% Lace 30% Dress 6000 € Made in Israel
First look Materials: Silk 50% Cotton 10% Lace 40% Dress 7500 € Made in Israel
Second look Materials: Silk 40% Cotton 20% Lace 30% Dress 6500 € Made in Israel
Third look Materials: Silk 60% Cotton 10% Lace 30% Dress 7000 € Made in Israel
Fourth look Materials: Silk 40% Cotton 20% Lace 40% Dress 6500 € Made in Israel 44
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minisite The main goal for the website was to be informative and clear. I have included several informations such as: about the brand info, collection 2016, trunk show information, how do we work and share with us.
https://lizmartinezathens.wordpress.com
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The whole structure is very simple with black and white imagery and menu placed at the right hand side of the page. All the minisite posts are uploaded on the main page.
Share with us! is a post encouraging to share the Liz Martinez gown. Anyone who purchased the dress should put the picture on Instagram and use the #LMBride. 47
About post is fouced on informating the viewer about the brand, main values and the designer.
Collection photographs are based on recent 2016 bridal collection.
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I also included information about the organised Trunk Show Collection 2016 in Athens, with all the dates and place details.
There is also a very easy contact way with the brand - in the menu there is a Contact section where you clients can write their queries.
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Bibliography Online documents: Abbegg, J. (2014) About At: http://www.johnnyabegg.com/ (Accessed on 10.04.16) Carrero, M. (2015) About At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 10.04.16) Giles, J. (2014) Liz Martinez Website At: http://lizmartinez.co.il/ (Accessed on 10.04.16) General Public (2010) Magdalena Frackowiak At: http://wikipedia.com/ (Accessed on 10.04.16) General Public (2014) Romee Strijd At: http://wikipedia.com/ (Accessed on 10.04.16) O’halloran, C. (2014) About At: http://www.ciaraohalloran.com/ (Accessed on 10.04.16) Rose, L. (2014) About At: http://www.lucianarose.com (Accessed on 10.04.16) Images: Choosing a wedding dress (2015) [Photograph] At: http://catherinefrancis.co.uk/why-choosing-your-wedding-dress-with-your-closest-family-friends-can-be-important/ (Accessed on 11.05.16) Crete (2011) [Photograph] At: http://www.discovergreece.com/en/greek-islands/crete (Accessed on 11.05.16) Elie Saab Bride Collection (2016) [Photograph] At: http://www.eliesaab.com/#/en/bridal/1 (Accessed on 14.05.16) Elie Saab Bride Collection (2016) [Photograph] At: http://www.eliesaab.com/#/en/bridal/1 (Accessed on 14.05.16) Elie Saab Bride Collection (2016) [Photograph] At: http://www.eliesaab.com/#/en/bridal/1 (Accessed on 14.05.16) Elie Saab Bride Collection (2016) [Photograph] At: http://www.eliesaab.com/#/en/bridal/1 (Accessed on 14.05.16) Elie Saab Bride Collection (2016) [Photograph] At: http://www.eliesaab.com/#/en/bridal/1 (Accessed on 14.05.16)
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Elie Saab Bride Collection (2016) [Photograph] At: http://www.eliesaab.com/#/en/bridal/1 (Accessed on 14.05.16) Johnny Abbegg (2012) [Photograph] https://www.tumblr.com/search/johnny%20begg (Accessed on 11.05.16) Lookbook Liz Martinez (2016) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2015) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2015) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2016) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2015) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2015) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2016) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2015) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Lookbook Liz Martinez (2015) [Photograph] At: http://lizmartinez.co.il/ (Accessed on 10.05.16) Magdalena Frackowiak (2013) [Photograph] At: https://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwim4P3l8ubMAhUE2BoKHUY7CT0QjxwIAw&url=https%3A%2F%2Fwww.stylesaint.com%2Fstylebooks%2F5108e508af58d3cee40000a8&bvm=bv.122448493,d.d2s&psig=AFQjCNHRdnlCTbwvYUgirbKyfPodN67-JQ&ust=1463773338322969&cad=rjt (Accessed on 11.05.16) Romee Stijid (2015) [Photograph] At: https://www.tumblr.com/search/Dna-MOdels (Accessed on 11.05.16) Spell collection (2015) [Photograph] At: http://shu84.blogspot.com.es/2015/03/johnny-abegg-photography-part-2.html (Accessed on 11.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Spell Bride Collection (2016) [Photograph] At: http://www.spelldesigns.com/blog/inspiration/spell-bride-15/ (Accessed on 14.05.16) Wedding outfit (2016) [Photograph] At: http://www.ciaraohalloran.com/ (Accessed on 11.05.16) Wedding make up (2015) [Photograph] At http://www.lucianarose.com/ (Accessed on 11.05.16)
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