M i dn ig h t Magic Autumn - Winter 2015
Brand Analysis Collection Briefing Editorial Lookbook Website
Br a n d Analysis C o r p o r at e P r o f i l e Maje born in 1999 in Paris, is a French, women’s ready to wear brand. The brands roots stem from designer Judith Milgrom’s family traditions. Both Judiths mother and sister are involved in the industry and reflect greatly in Maje’s identity. Maje, from opening the first store in 42 Rue du Four in Paris to expanding globally touching all fashionista’s and celebrities in London, New York, Shanghai and so on. The brand, which bares folk-rock shirts to bohemian essences, has given women the opportunity to dress Parisian whilst allowing them to express their own style identity
M a r k et P o si t io n Currently Maje is placed in the middle section of the women’s ready to wear market. They can be considered as much higher than fast fashion brands such as Zara and H&M, whilst just below luxury fashion brands such as Saint Laurent and Gucci. What is interesting though is Maje’s capacity to market and communicate itself as an affordable ‘luxury’ brand, which certainly gives the brand a certain advantage. Maje’s in-store service is alike other luxury brands offering a glass of Proseco and amazing service, whilst still maintaining a price that makes a consumer feel bad not to purchase.
C u r r e nt s i t u at i o n Maje’s current situation is at a stable point. The brand has seen great success over the last 4 years gaining international credibility. However recently it is evident that Maje has not grown regarding product growth, still keeping to their basic Spring-Summer collection and Fall-winter collections. Often consumers feel as if the brand does not give enough variety. This can serve as a problem as unless action is taken the brand may risk fading out of the ever-prevailing industry. Currently Maje has over 400 selling points all around the world, from the USA, to Africa, Asia and Europe, as well as a large online consumer audience. Another aspect to highlight is the celebrity and blogger factor, leading to acknowledge that Maje has been a go to brand for many of them.
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C o mC mo u nmimcuat nic o at n iboa nc kHgi rst oou rnyd In the last two years Maje has made a turning point in their communication. In 2013 the brand used fashion enthusiast Alexa Chung who perfectly reflected the brands edgy but chic identity into her on lifestyle. The brand made on major campaign which was consistent in all their media platforms, however most interestingly took the brand behind the scenes, creating edgy scenarios with Alexa, which were exposed on Social Media. Maje advertises in fashion’s highest magazines, from Vogue to Harpers Bazaar, which express’ the level of intensity and performance at which Maje must uphold. In essence the last two years have set a high standard for the brands communication and it is fundamental for the
(Leopardandherdeerfriend.blogspot.com.es, 2012)
(Fashion.telegraph.co.uk, 2012)
(Bell, 2013)
brand to reach above the standard for Winter 2015’s campaigns and concept.
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Ca mpa ign & Collect ion MIDNIGHT MAGIC Autumn - winter 201 5
The message In 2015, Autumn Winter collection, we wish to introduce Maje’s new eveningwear line. The theme for the concept is Midnight Magic, which reflects Maje’s edgy and chic style into a capsule collection of luxury eveningwear. The collection, which combines Haute Couture elements and mysterious essences, will launch through the new MIDNIGHT MAGIC campaign. The message that will be incorporated into all efforts will expose Maje’s, sexy, mysterious, femme fatal women.
Ta r g e t M a r k e t The target in which this campaign and collection will be aimed at is Maje’s general consumers as well as an older target group. The age of the target is from 23 to 35, however the demographics are women in large cities such as Paris, Milan, London, New York and Dubai. The profile of the consumer, is a , who has a fast and fun social life. She is confident, edgy yet impeccably chic at all times. She values creativity and understands the core values of the brands she wears. She is everywhere, collecting information online, offline and thinking about it in her sleep! She wants to feel fierce but be feminine and wear a brand that gives her the power to be who she is.
o b j e ct i v e s The objectives for this capsule collection with regards to communication, is to introduce Maje’s evening wear around the world mainly focusing on the worlds biggest fashion cities New York, Paris and London aiming to integrate the Maje society. As the brand has only done ready to wear until now, the mission is to establish a coherency with its values and image. The campaign editorial shall need to communicate Maje’s inner femme fetal, bringing out the true essence of elegance but in the brands style. As the collection is very different to prior collections it is important to incorporate Maje’s basic principles, of using simple color palates which consist of black & white, purples, grey and reds. The essence however lies in the ambient of the collection, which will express the Midnight Magic power of Maje.
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I n s p i r at i o n The campaign concept is inspired by a midnight magical affair, set in a romantic Victorian mansion. The concept was created by inspiration taken from singer Beyoncé’s 2014 music video ‘Jealous’ that is set in a Victorian mansion with scenes filled with a romantic yet mysterious ambient.
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R e st r i c t i o n s As the collection is a new branch that Maje is exposing, there are specific actions to avoid in order to secure the success of the collection. All communications in New York, London and Paris have to be coherent, providing that the target is not arranged demographically but psychographic All tacky concepts must be avoided as it could lead to damaging the brands credibility. he collection is rather exclusive, all communications must be expressive but not over done, nor take the spot light away from the traditional Maje identity.
deadlines The deadlines are as following: - The collection must be in stores from October 2014. - All editorials and campaign advertising must be sent to Vouge by Januay 2015 in order to be place in thier June, July, August and September Issues - Online communications start in July, via the brands Facebook and Instagram - The pop up website will be open from July 2015 and follow on untill November 2015
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a/w 2015 Editorial
T he editorial which shall be created for Maje's Midnight Magic evening wear capsule collection, will be the strongest for of visual communication for the brand. The editorial has to combine all elements of both Maje's traditional identity including effects of sexiness and provocative as well as the theme of power ful grey scale images. The editorial needs to have a balance of exclusivity and luxury with sensuality and fierceness. The idea is to expose the femme fetal of Maje's audience as well as keeping the brands core likeliness. The editorial will need to be tasteful yet edgy, giving life to the dress, showing that Majes woman is a power ful independent woman in daylight, and by night fall she is a fierce mysterious woman.
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Moodboard
st y l i s m The stylist who would most fit into both Maje’s traditional identity as well as the direction of this capsule collection is Rachel Zoe. Rachel, famous for styling in Vogue and the biggest celebritiy shares the bohemien essence with Maje. She has worked best with photographer Mario Testino, in creating flaired rock styling with elegent clothing,
“Style is a way to say who you are, without having to speak.” rachel zoe
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M o d e l C a st i n g The model for the editorial campaign could be Gigi Hadid. Gigi who is a fresh face of the fashion industry, has sparked much attention for her sweet yet mysterious and sexy personality. As the model has to be coherent with the previous models of Maje, Gigi would be the perfect pick as she has the ability to be elegant and rock chic at the same time. With long golden hair and an edgy look, she can both compliment the brands identity as well as the new area in which the brand moves into.
S c e n e r y & l o c at i o n The location will be in an old Victorian Mansion, based in the outskirts of London Town. The mansion bares rich red saloon rooms, with arts works and interiors fitting the luxury essences of the collection. Although the images shall be black and white, it’s important to shoot in a room with lots of texture and a strong color.
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P h oto g r a p h e r The editorial is a major part of the communication for this collection as it shall visually bring the dresses to life. In order to achieve this, photographer Mario Testino is going to work with the brand. Mario Testino is a long time professional photographer who has work with fashions biggest and most icon contributors. From Vogue to Harpar’s Bazaar, he has been the go to photographer. His style is very specific, he has the ability to capture images filled with sexuality and provocatively in the utmost elegant manor, always balancing the two concepts. His second biggest talent is his capacity to powerfully visually communicate through black and white images, which coordinates with the Maje brands identity.
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Hair & Make up
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MIDNIGHT MAGIC Autumn - winter 201 5
look book
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T h e e pito me of el egance and the poi nt of provocati ven e s s is p re s ened b y M aj e, i n the Mi dni ght Magi c Autumn/ W i nte r 20 15 lo okbook. Twel ve l ooks cr eated by desi gner J u d i th M ilgro m alo ng wi th her Haute Coutur e desi gn team p rov id e wome n with power through dr ess. The l ooks ar e e x c l us iv inly ev ening wear , cr eated for the fem me fatal e fier ce woman.
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WEBSI TE MIDNIGHT MAGIC Capsule Co llection
The exclusive website will be open to the public when the collection launches in store, there will be a contact form where interested clients may arrange an appointment or a fitting. As the collection is limited, Maje;s loyalty group shall have first private access to the Website. The website will accordingly be similar to the entire concept of the capsule collection. Once the collection is over, the website will host the next seasons new capsule collection.
midnightmagicmaje.wordpress.com
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Milica Dabovic Ba Fashion Communication & Marketing Level 6 Computer Tools Final Project CWK 4