"The Great Beauty" - PC Tools2 Final by Paola Andrea Elli

CATALOGUE PREVIEW PAGE 25

WEBSITE PREVIEW PAGE 39

01 | CORPORATE PROFILE

L Y

Persol was founded in Turin, Italy in “filmography” a long feature film, 1917 by Giuseppe Ratti photographer which is still running today, made in and optician who started to design high collaboration with relevant directors quality and technically advanced glasses and screenwriters such as Win Wenders, made to satisfy the need of comfort, Scott Eastwood and Andrew Dominik. protection and optimum vision required Moving on in their history, in 1993/1994 by pilots and sports drivers. Persol flew to the US thank to At frist, the evolution of the The trademark the model and actress Carol model was totally driven “Persol” Alt therefore entering by the need of workers underlines the backgrounds also the fashion world. and athletes need for and the protective functions of In 1995 the big Italian functionality. Till 1961 the brand’s products in fact, the optical group Luxottica when the Italian actor word comes from Italian “per il acquired Persol Marcello Mastroianni sole” which literally means although, the brand wore a pair of Persol in “for the sun”. maintains its identity and the film “Divorce Italian Style”. the peculiar and iconic oldFrom this time on, the brand started fashion style. In fact, the company did to be related not only to extreme not move the production which is still performances but also to the movie undertaken in the frist Persol historical industry thanks to their elegance, factory in Lauriano (Turin) with the quality and refined design. In addition same care and attention the products Persol started the project entitled have always received.

02 | MARKETING POSTION

Persol is the oldest running sunglasses brand therefore, it is considered the synonym of excellence and wise tradition of history and convention in the handcrafted production. Design is absolutely a distinctive characteristic of Persol glasses which are immediately recognizable by the silver arrow appearing on the hinge. It has continuously made these frames exceptional and easily definable. Form the first models, all the products are create from a mixture of high quality materials, cutting edge technological accurate manufacturing skills which are combined in an extraordinary sunglasses with a superb relax fit and superior style. Deeping into the technological aspect Persol lenses are provided by the Italian optical brand Luxottica which furnish them with UV protection and polarised and photochromic lenses then mounted on durable, comfortable, lightweight and adjustable frames. Comparing to competitors such as RayBan, Oakley and SmokeXMirrors, Persol has a less wider distribution and its target audience is not as mainstream as the brands citied previously. The company is really tight to the creative industry in fact, they have been always collaborating with actors, screenwriters, directors and uncountable artists. The result of these partnerships is the fact that Persol is able to constantly reveal new products accompanied by powerful advertising and communication which increase brand awareness and consumers and engagement. Although their originality and premium quality the glasses are still in the price range of the other players of the market and sometimes even less expensive. Persol, among the target, is perceived as an extremely exclusive brand because their glasses are the selected by several global movie stars and celebrities who choose to wear them for their original design, quality, elegance and durability. Nevertheless, also â&#x20AC;&#x153;normalâ&#x20AC;? people like to wear them because they fit everyone from the teenagers (15-20) to elderlies (60-80). The younger audience is attracted by the design content, the technical features and the long lasting exceptional materials. Once the brand conquered the consumers at this early stage of their life, Persol it is able to engage them through the content provided and the lifestyle the company express. So that, when they reach the older age, they are satisfied by the products and all the inspirations, experiences and benefits provided by the Italian brand.

03 | CURRENT SITUATION AND COMMUNICATION BACKGROUND

Persol since its starts has been a vanguard company for the design of the frames and for the material used in order to produce them. During the years, the desire of being always ahead of the market pushed the company to continuously improve their products with innovative features but also it drove Persol to connect itself with the creative industry looking for new inspiration that brought cutting-edge results. Therefore, the aspiration to novelty, improvements and wish to differentiate brings Perol to success and it is also the key element behind their communication. The company has always been using a high content of storytelling when it comes to interact with the audience therefore, the use of traditional advertising is very low. Still, Persol under the above the line point of view is keen on employ magazines or outdoor auxiliaries through which they showcase ads that anyway recalls the more complex and refined communication project behind them.

The company is used to collaborate with creators and artists in order to build communicative stories such as the “Vintage Celebration”, “The Heroes of craftsmanship” and “The Magnificent Obsession of Persol”. These three are mostly focused on convey products attributes and on highlighting the quality of the components of the sunglasses weather many other campaigns take advantage of celebrities endorsement to bust their perception and reputability. Some examples are the “Persol Cellors” directed by Wim Wenders, the campaign done with Steve McQueen for the re-launch of the historic pair of sunglasses wore by the actor and “Meet the New Generation” starring Scott Eastwood. Moreover, Persol always binds with the movie industry being the partner of events such as several Italian Film Festival or the MANTUA literature festival. Last, the company created in 2010 a communication platform entitled “A Work of Persol” in order to state their connection with the creative industry and their wish to convey artistic expression. The result is a special production process that is carried out entirely in Italy and it is consisting of craftsmanship, culture, passion and dedication. The works were produced by seventeen different artists and the main inspiration were Persol glasses. The project is still running under the new name “Atelier Persol”. 5

03 | CURRENT SITUATION AND COMMUNICATION BACKGROUND

HEROES OF CRAFTAMSHIP

MEET THE NEW GENERATION

VINTAGE CELEBRATION

PERSOL CELLORS

A WORK OF PERSOL

05 | COMMUNICATION TASK: THE MESSAGE

Through the researches done, Persol is a Moreover, it will sign the achievement company which is tightly link to its Italian of 100 years of successful business for roots and the outstanding artisans the Italian company. In fact, Italy is one knowledge of handle precious materials of the favourite location of Sorrentino to craft high quality and long and his characters are part of lasting items such as the society of the “Bel the Persol glasses. So The choice Paese”, such as in that through the of the collaborator lays in the the Oscar awarder communication concept of celebrate and Golden activities the Italy Globe winner “La company want its beauty, the artistic background and Grande Bellezza” to underline all the creative minds who brought which explore the products innovation and originality to the the life of the attributes but, in global creative rich protagonist addition, they are environment. and art magnate Jep keen on involving the Gambardella, known also customer in the creative as “the king of Rome’s nightlife” process. Therefore, the next step for even if he has a considerable age. Persol will be going back to the past and Last, as the communication activity deep in its roots. The idea is to create and the whole image of Persol is really a collaboration with Paolo Sorrentino effective, the idea is not to move too the famous Italian film director author far from their visual outcomes anyway of cult movies such as “Il Divo” and innovating the content and some side “This must be the place was founded”. of the look.

06 | TARGET MARKET

Persol has lines both for men and women but our new collection has the desire to be attractive for both the genders. We want mostly engage the Italian audience because Persol should increase the brand awareness in the country, in addition anyway the collection will be provided in all the different retailers with the Central Europe area therefore, France, Spain, Germany, Switzerland, Austria and Greece. Under the point of view of the age range we aim to working people from 20 to 60+ with medium-high income, circa 150.000 / 250.000 per year. Our ideal target loves sun and

do open air activities, they should be part of a niche creative market such as art critics, designer, actors, directors, writers or artist in general. Anyway we are open to any audience who is interested in getting to know and approach brand. Taking into consideration the targetâ&#x20AC;&#x2122;s habits, as it is composed by busy people divided between several duties, during their free time they like to relax and disconnect from the everyday life maybe going for a weekend to the house they own on the lake Garda or along the Riviera Ligure and Costa Brava, to enjoy the sun and recharge the battery.

Similarly, when they are on vacation they prefer exotic and adventurous place such Sardinia, the South of Italy, the Baleari or Canarias; the Dolomiti mountain chain, Pirenei or the Schwarzwald or visiting cultural cities for example Paris, Madrid, Barcelona, Granada, Milan, Rome, Berlin, Lugano and so on. In conclusion they must be active and positive people happy with their life, who do not mind to pay more money to have better services and products because they pay more attention to the efficiency, reliability and duration of an items respect to the monetary expenditure.

07 | OBJECTIVES

The objectives behind the selection of the industry from art to fashion and product launch of the new collection with Paola design. The goal is to be a clear point Sorrentino and the consequent of reference of the traditional communication strategy, industry, extremyl careful We aim are mainly two. about the quality of to be a source of Attract younger the material and the inspiration for creative customers – part of production process content and technological the creative industry innovation as it was Italy and and absolutely proud such as designers, of the outcome and the its protagonist back in its stylist, journalists, items generated but also “golden age”. writers, actors – aiming to we aim to be a source of increase their desire to meet inspiration for creative content and know better the brand because and technological innovation as it was they feel connected to it due to the Italy and its protagonist back in its common interests such as art, design, “golden age”. quality, craftmanship and the process behind creation. Meanwhile, we want The achievement would be measurable to increase the brand awarness aiming throughout surveys and interviews or to create a natural relationship between analysing the interaction on the social our products and the Italian valuable and platform and if the visitor/likes have ancient know-how within the creativity increased.

08 | INSPIRATION

The style outcome we want to achieve is not far to the current of the Persol glasses but we want them to be more light, versatile and adaptable to all situations. The starting inspiration comes from the protagonist of the movie

â&#x20AC;&#x153;la grande bellezzaâ&#x20AC;? who is wearing vintage shaped glasses that nowadays are coming back as a trend. Our propose is to develop this frame with modern materials and colours adopting it to the current fashion situation in order to

create a competitive collection. Italy as well is a the source of inspiration, we are underlining several time this point because we believe it is the main strenght of the celebrative collection. As we are dedicating it to the 100 years of the

company, we assume that the best way to properly remember this achevement is to create a collection synonyms of the superlative creative capacity of Italy meanwhile it is embedded in the contemporary fashion and design scene.

09 | WHAT NOT TO DO

Rayban created a collection inspired by the American movie “Fast and Furious” the result is a collection which is almost unknown out of the US and that is not in line with the overall style of the company.

Dolce&Gabbana’s last SS collection was as well inspired by Italy and its characteristic colours and patterns recalleing the typical lifestyle of Sicily. We consider the result is stunning but exagerated. The design mixed are too many and this may cause confusion and likely such peculiar items are going to annoyed the kind of people we are addresing that are not so interested in showing-off or attract the attention.

Irregular Choice, CoverGirl and NewEra are three brands which are operationg in the fashion/accesories/beauty sector who, in our opinion made the mistake of stressing and forcing too much a celebrative collection. In fact, the theme they selected is not in line at all with their core products and the results is daring and aimed only to real Star Wars fans.

1 | BRIEF

The main inspiration Saying that, the editorial form the editorial come what to transport these from the artistic Italian feelings into a more society of the 80s/90s modern taste and in which the creative translate the past fashion scene â&#x20AC;&#x201C; art, music, content into the cinema â&#x20AC;&#x201C; is in contemporaneous ferment. New environment The protagonists creating the editorial want enter the vintage lookto translate stage every and-feel so the past fashion and from typical of content into the the USA as contemporaneous Persol. Our well as from wish is not environment the same to achieve a creating the Peninsula completely vintage comes a different look-and-feel lot of daring outcome respect technologies to the all the and advanced activity undertaken tools to express the so far from Persol ingenious of the because the goal behind visionary Italian culture. the collaboration is In this year Persol is celebrating the well becoming more and conducted business and more appreciate within the great success of the the movie industry, company therefore, several celebrities are there is no need to starting wearing them extremely innovate or and their iconic style take distances from the is well appreciated. main style and brand image.

2 | THE PHOTOGRAPHER

The photographer we want to contract is Paolo Roversi master in portraits and who travelled to Paris in the 70s discovering the great and newly born fashion environment. His main point of references are great characters as Avedon, Penn, Newton and Bourdin of which he tries to imitate the style adding a personal touch such as the main use of black and white or pastel colours. Roversi works features on traditional and historical magazines such as Vogue Italia and WMagazine and more daring and cutting-edge ones as I-D. We believe Roversi is the right choice for this editorial due to his talent, the wide and appreciated portfolio and his years of experience moreover, all his works are characterized by the same style and look in terms of light, colours and layouts we want to pursue.

3 | THE STYILIST

For the editorial is extremely important recreate the 80s/90s fashion style but interpreted in a modern key. Therefore, the selection of the stylist as to be accurate and well pondered. The final choice falls back on Valentina Serra fashion stylist for Vogue Italy. Her works are embedded with the kind of vintage vibration we want to achieve and she is perfectly able to recreate the outfits desired which are characterized by a well balanced mix between 80s/90s fashion and contemporary style. Moreover, Serra is the person accounted for the selection of the outfits and the location as her duty is to create a sceneâ&#x20AC;&#x2122;s composition which recalls the foregoing years.

The choice of an Italian photographer and also an Italian stylist is not occasion but made on purpose to underline again Italy as mother land of highly professional and creative figures.

5 | MODELS

The selection of the models is as well relevant in order to achieve the outcome desired. First of all, as we want to target a new young audience most of the protagonists as to be in the same age range of the target we are addressing to therefore, from 20 to 30 years old. In addition, as the collection is also aimed to the current public of Persol which appreciate the companyâ&#x20AC;&#x2122;s connection with the creative environment and the tight bound with the cinema industry, we believe it is important choose some celebrities who can be present on the cover in order to increase interest in the public. Therefore, in addition to all the main character we have selected Joseph Gordon Levitt former actor and founder of the creative community Hit Record and Cristiana Capotondi an Italian actress who is not worldwide famous but she is well known in Italy and also in the right target age.

EDITORIAL PREVIEW

The Great

BEAUTY

“Occasionally she dreams of

Italy

She dreams of cheese shops persnicktey Fiat and very fine leather goods”

E R

R E

S S

O E

L N

The Great BEAUTY C

S L

S E

1 C

7 T

LOOKBOOK PREVIEW

ARIEL - N.237 #METALLO | #CIANO | #BLUMARINO 67€

CONAN - N.728 #BORGUNDI |#BLACK | #BOTTLE GREEN 65€

IRIS - 967 #ACCIAIO |#BLACK | #GREY | #MAGENTA 70€

SERIAL - 827 #TURTLES |#GREY | #BLACK | #METAL BLUE 66€

MELISSANDRE - 368 #PURPLE |#GREY | #BLACK | #CIPRIA 69€

GREYJOY

#BLUE |#GREY | #BLACK | #BROWN

Therefore â&#x20AC;&#x153;The Great Beautyâ&#x20AC;? website aims to inform the public audience about the collection, its main characteristic, the inspiration behind it, the production process and the people who collaborates to its creation.

WEBSITE PREVIEW

The purpose of the https://thegreatbeautypersol.wordpress.com/ website is to represent a more detailed version of the printed brief that is only avaible for the collaborators and creators and few selected special customers, such as visps, celebrities and industry insiders.

THE HOME PAGE

As it possible to see from the pictures, the landing page, which function as well as home page, is characterized by a quote extracted by this brief which sums up perfectly the results of the collaboration between Persol and Sorrentino.

The concept behind the celebration collection â&#x20AC;&#x153;The GreatBeautyâ&#x20AC;? is to revere Italy . Its beauty, the artistic background and all the creative minds who brought innovation and originality to the global creative environment. Colours and fonts have been due to the reason that they recalls the same typography and pattern of the editorial - page 15. In addition the bottom of the home is provided with a Search Widget that facilitates the achivement of precise results and in addition, there are listed some necessary contacts.

THE MAIN MENU

The header of the home page shows the main menu which is composed by 4 different pages which are as well divided in subcategories. In the header are also present the sharing option for the three social we consider relevant, unfortunately Pinterest is missing beacuse of a technical limitation. The figures below are examples of how each pages is layout-wise structures.

THE COLLECTION

In the collection page it is possible to see that the menu contains the voices “Lenses Colours”, “Materials” and “Process”. The three pages are dedicated to technical details which are not usually explained to cconsumers but that may be interested people keen on manufacturing and on understing the hard work behind a simple and daily item such as a pair of sunglasses. Again due to technical reson , the “Process” should be provided with a video showing all the procedures behind the creation of a pair of glasses but the freeregistration of Wordpress does not allow the use of videos. It is relevant to add that all the pages are provided with the posibility fr the uvers and viewers to interact with them and share on further socials.

COLLABORATORS

This section of the website is dedicated to the creative people who took part in the realization of the collection and the creative tools useful to advertise it such as the editorial. The pages are short biography of the photographer, the stylists and the celebrities endorsed and the main reason behind the selection. Further information about the characters can be read on their website’s biography which linked is embedded in the nema of the subject. All the website is aimed to make the viewers more involved in the brand and its process fromt he conception of the idea to the finished products. Meanwhile, the website allows the target to be active and propositive, undertaking call-to-actions options to share the interesting and information about “The Great Beauty” collection, consequently generating awarness and visibility.

PAOLA ANDREA ELLI L5 | FASHION MARKETING AND COMMUNICATION RESEARCH PROJECT (CWK4) Full Module Title: Representation Techniques 2 Module Code: MIED 506 Module Level: Level 5 Subject: Computer Tools 2 Teacher: Nicolas Godon WORDPRESS: https://thegreatbeautypersol.wordpress.com/ ISSUU: http://issuu.com/paolaandreaelli/docs/final_project_ interactive?workerAddress=ec2-54-174-151-127.compute-1. amazonaws.com

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