TABLE OF CONT EN TS
Company Overview................................................................4 Target Customer.....................................................................6 Customer Profiles...................................................................9 Sustainable Concept............................................................13 In- Store Signage.................................................................18 Direct Mail Piece...................................................................19 Digital Marketing Piece ......................................................20
Sloane Mayberry, Charlytte Morrone, Kayla Willis, Isa Yidi, Paige Homberg Photography of Jacket: Katie Georgas FASM 400 Professor Levy
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COMP ANY OVER V I EW
Acne Studios is a Stockholm based multidisciplinary fashion house founded in 1997. The name stands for Ambition to Create Novel Expressions. Through his interests in photography, art, architecture, and contemporary culture, founder and Creative Director Jonny Johansson has created an alternative path. This has turned Acne Studios into an esteemed creator of ready-to-wear, magazines, furniture, books, and exhibitions. The collections are defined by Johansson’s signature juxtaposition of design and attention to detail while emphasizing tailoring and his eclectic use of materials and custom fabrics. In 2012, the brand decided to incorporate the use of environmentally stable materials and aims to produce all products as responsible as possible. Instead of using traditional forms of marketing and advertising, Acne Studios publishes a biannual magazine called Acne Paper, with a focus on design, fashion, photography, and art. Acne Studios has become a global fashion house with retail stores around the world including Paris, London, New York, Los Angeles, Antwerp and Tokyo.
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TARGET
CUST OM ER
DEMOGRAPHICS
Acne Studios’ target customer is both a male and a female. They strive to reach consumers aged 25- 50 years old who have middle to upper class incomes. Acne Studio’s target consumer lives in a cosmopolitan or a suburban area.
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PSYCHOGRAPHICS
The Reformer & Explorer
Experiencers: impulse, young and enjoy offbeat or risky experience Innovators: successful consumers with many resources but are concerned with social issues and are open to change Personality: self confident optimistic outgoing excentric unconventional creative Shopping Habits The Acne customer thinks outside the box. They are trendsetters, using m-commerce and e-commerce as their main channels of purchasing. They want more of an individualized shopping experience and shop at local boutiques and small clothing stores. Usually seeking out the newest technology and advancements they value quality in their clothing.
CUST OMER PROF IL ES
BIANCA RUSSO
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Location: Milan, Italy Age: 32 Married Income: $65,000 Occupation: Associate Fashion Editor Hobbies: Barre sessions, wine bars with friends, attending fashion shows, family oriented
JESSICA WILLIAMS Location: London, England Age:25 Income: $100,000 Single Occupation: Fashion Blogger Hobbies: foodie, hot yoga, involved in nightlife, social media, socializing with friends, shopping
JOSHUA WANG
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Location: New York, New York Age: 22 Single Income: $10,000, Financially Dependent Occupation: Intern Hobbies: Involved in nightlife, hanging out with friends, art galleries, festivals
SUST AIN ABLE CON C E P T
Our sustainable concept is to create a weatherproof jacket for Acne Studios using recycled denim for the Spring/Summer 2017 collection. The jacket was constructed using pieces of recycled jeans coated with vinyl bond to make it weatherproof. Our jacket is inspired by Acne’s minimalistic aesthetic incorporating patchwork details and boxy silhouettes. This jacket aims to reduce Acne’s carbon footprint and raise awareness about the fashion industry’s impact on the environment. By recycling what would have otherwise been waste, we have created a garment that serves many purposes.
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PROCESS
Putting the final touches on the pockets.
Behind the scenes make-up.
Behind the scenes photoshoot.
S S 2017
IN-STORE SIGNAGE
DIRECT MAIL PIECE
DIGITAL MARKETING PIECE