Patricia DĂaz Manzano BA Fashion Marketing & Communication 2015-16 Level 5 CWK4-Computer Tools Representation Techniques II Nicolas Godon
Table of Contents 6
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Corporate Profile
Market Position
Current Situation
Communication Background
Céline Denim
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Communication Task “The Message”
Target Market
Objectives
Editorial
Editorial Brief
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Moodboard
Stylist
Model
Photographer
Location
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Layout
Editorial Preview
Lookbook
Minisite
References
Corporate Profile
C
éline is a ready-to-wear fashion house that was founded in Paris in 1945 by Céline Vipiana. They started out as a luxury fashion brand but around 1960 they tried to reposition the brand and give it a more sportswear feeling, although maintaining the classic elegance. In 1987 the famous conglomerate, LVMH, decide to buy Céline’s capital and in 1996 the brand eventually went on to become part of the actual group. This really helped the brand to become known worldwide, as it was not very well known before. They decided to open a store at famous street Avenue Montaigne in Paris, where designers such as Christian Dior, Chanel, Givenchy… and many more also have stores.
Céline has had several creative directors over the years. In 1997 Michael Kors was appointed creative director, the first every creative director after the actual founder of the brand. After him, in 2005, Roberto Minichetti was named creative director just for a year and then Ivana Omazic came in. She worked for the Brand until 2008 when she left because of major disappointments for the Brand. Finally, on September 4th 2008 Phoebe Philo was appointed creative director and she is still today at the front of the brand. Phoebe Philo had been creative director at Chloé for several years before entering Céline. Her work at Céline really gave the brand a great push and is today one of the most sought-after brands in the world. She brought a very functional aspect into the clothes, a very modern and fresh feeling.
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Phoebe Philo
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Market Position
C
éline is a very special and unique brand. We live in a digitalized society and today if you want to be someone and you want to be relevant you have to be out there in the Internet and social media. Nevertheless, Céline is probably the only high fashion brand that does not have any Social Media accounts and that does not sell their products online. They do have a website which is only there to see the collections and which shows the prices of the garments, but you can’t purchase anything. This really differentiates Céline from the rest of its competitors. Although this may seem
something that is damaging Céline and something they could take profit off, the fact of not being online is really working for them, they want to make it all about the experience of going to the store and feeling and touching the fabrics of the garment. Despite of this, some of Céline’s main competitors also belong to the same conglomerate, LVMH. These would be Loewe and Givenchy. From the Kering group (the second biggest fashion conglomerate) the biggest competitors are Balenciaga, Bottega Venetta and Stella McCartney. Other brands such as Prada and Chloé are also amongst the competitors.
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CUrrent situation
A
s said before, CĂŠline has grown a lot in the last few years and is one of the most popular high fashion brands out there in the market. Ever since the arrival of Phoebe Philo, the brand has changed incredibly and has achieved a very clear identity, both visually and in terms of perception. It is not difficult to spot a CĂŠline garment, accessory or a store; everything runs within the same aesthetic line, everything is coherent.
fast fashion giants such as Zara, Mango or Topshop to name a few, which gives us an idea of the success of the brand.
Currently, their head quarters are located in Paris at 16 Rue Vivienne in the 2e Arrondissement, where they moved at the end of 2014. They own about 95 stores worldwide in cities such as Paris, New York, Los Angeles, London, Barcelona and many more in the Middle East and Asia Pacific. They also have around 1500 employees all around the world, including people working in the stores and peoPhoebe Philo has really bought the brand ple working behind the scenes to creto stardom as sales have increased greatly ate all of the clothes and the commusince her arrival to the brand. In 2014 the nication and marketing of the brand. annual revenue was of 443 million euros. It is also one of the most copied brands by
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Communication background
C
ĂŠline is a brand that has developed a strategy to market themselves among other fashion brands. But their strategy is extremely different to any other. In terms of communication they do not use the typical mediums we are used to nowadays. They are not present on the online social media platforms, which is basically what every other brand has done. They have restricted their communication to three main platforms, which are their stores, their fashion shows and their advertising campaigns. They have also managed really well to create a very strong image, the brand has almost become like a person, it has extremely well defined values, a very specific aesthetic and a voice of its own.
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Stores
Fashion Shows
Campaigns
Their stores are very representative of the whole Céline image, they are very big with open spaces and the floor and the furniture are made out of marble. Going into a Céline store is all part of the excitement. As stated earlier, Céline doesn’t sell clothing online, they want people to go to the stores and live the experience where they can try on the clothes and touch them. Therefore, the stores are a key element in their communication strategy; going into a store is like a dream.
Their fashion shows have a similar vibe to the stores, very sober and rigid, but always with elegance and modernity. The music playing in the background is also very sober, with no lyrics; just instruments and models walk to a very powerful beat. The Céline fashion shows are also an experience on themselves as people get to see the clothes in movement. The shows always take place in Paris, which is the last city where fashion week takes place during fashion month, so, therefore, the expectation is greater. The Céline show is really unique, every part of them is a statement.
The advertising campaigns are done two to four times a year; depending on how many collections they decide to do. Of course, the majority of fashion brands do advertising campaigns to promote their latest collection, but Céline’s way of spreading them is a bit different. They are not so mainstream, the campaign only appear in some of the most cool and independent magazine such as Self Service, Dazed, Another, Pop… and not in more popular magazine like Elle or Harper’s Bazaar. This is also part of the exclusivity they want to portray.
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CÉLINE DENIM -17-
Communication Task: “The Message”
T
he brand of Céline is a very visual-oriented brand as we have seen earlier. Their aesthetic is very functional yet modern and elegant. When looking at the current trends, we spotted denim as one of the major on-going trends. Céline has never done any garments made out of denim so we have decided to introduce a limited edition denim collection.
rent moment in fashion and what is going on around the world, without losing the feeling that they are wearing a Céline garment. It is key to develop products that are very unique and differ from the other thousand denim brands in the world.
This collection is far from the classic skinny jeans and booty shorts. This is because of two major reasons, first of all because we know these don’t match the Céline For Céline it is very important that women aesthetic and second, because we know feel comfortable, stylish and up-to-date, that are target is a mature woman who but in a clean and elegant way. This is the doesn’t wear these kind of garments. major reason why we have decided to introduce this collection; we feel there is a Therefore, we are trying to address the gap in the market for this kind of denim, public in a totally new and innovative something that Céline can definitely fulfil. way for us, something that will really catch people’s attention, as it is someWith this collection we are trying to give thing totally unexpected for us to do. women the chance of dressing up in a contemporary way that matches the cur-
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Target Market
C
éline is a brand with some very clear values. They stand for subtle luxury, functionality and timeless and quality pieces. Therefore, their target is a woman who identifies with all these values, someone who is elegant, minimalist, modern and chic. Also, Céline’s products are not cheap; what is more, they are quite the opposite to cheap. This is why their main target is women aged between 30-50 who have an established job with a high income and can spend money on these kind of brands instead of fast fashion brands like Zara for example. These women are either single or married and they are generally from middle/upper class.
The Céline woman is someone with a successful career who also has interest in the fields of Arts, Fashion, Music, Cinema… She is a woman who likes to present herself to the world as a strong, powerful woman who dresses for herself and no one else. She is the kind of person who would rather spend money on a good quality, long-lasting garment instead of purchasing ten items at a fast fashion brand that will last for a short period of time due to the low quality. Talking geographically about the target, these women live in developed countries that are involved within the fashion industry such as Paris, Milan, London, New York and also many Asian countries. Living in these cities has really influenced their style and taste for fashion as they are surrounded by it every day.
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Objectives
W
ith this collection our main objective is to reach out to a wider audience and introduce them to the world of Céline though denim, something that is so incredibly popular today. With this we intend to engage with these new customers in order to make them stay around and maybe even become loyal customers that will end up purchasing other garments from our brand.
are the people who will be buying Céline products in a few years, so creating desire is a key element, something that will them make these young people need Céline. Céline’s vision is terms of fashion vate. Therefore, line will enable meet the needs
to move forward, in of course, and innointroducing this new Céline to grow and of today’s customer.
Doing something new and fresh is something that really attracts customers, they are curious to see something they have never seen before from a brand and Even if our target are women from 30-50, it see the way that it’s done and how is also important for Céline to raise aware- they have interpreted that new thing. ness amongst a younger audience and engage with them. This is because these
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Editorial
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Editorial Brief
T
he editorial is one of the key parts in this whole collection; it is the first time people will get to see the collection properly. Therefore, we need to transmit exactly what we want people to hear and see; it is imperative that the editorial fits perfectly with the visual identity of Céline.
current moment in fashion so that people can understand that Céline is a modern and contemporary brand that is not afraid to think outside the box and do things that are outside their “comfort zone”.
The editorial will feature around six outfits that will be styled in order to be able to show as many garments as possible. The clothes will be all denim of course, We will use just one model, so the same and we will include some accessories girl will be wearing all of the clothes. She such as shoes and bags. Everything will will be wearing barely any make up, be very simple but our intention is to as the Céline campaigns are very natushow a cool girl who doesn’t care about ral always and with almost no make up; what other says and she just lives her life. we want to maintain the Céline image. Our intention is to merge the already established aesthetic of Céline with the
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Moodboard
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Stylist
T
he stylist for the editorial will be Elissa Santisi.Her style is very relaxed and not too over-thetop, which is just exactly what we are looking for. This stylist really fits perfectly with the photographer and the model we have picked for the shoot. It is important that the whole team understand each other and can work together properly without any misunderstanding. They all have a similar style, something that will be very helpful and easy the day of the shoot.
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Model
F
rederikke Sofie is going to be the model for the editorial. The fact that she is blonde is perfect as the denim is already darker than lighter, so the contrast between the denim and the blonde, curly
hair will be amazing. Also, she is naturally very pretty, which is great as we are barely going to use make up for the editorial, everything will be very raw and natural.
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Photographer
T
he photographer for the shooting of the editorial will be Juergen Teller. He shoots many of the campaigns for CĂŠline and really understands the aesthetic of the brand. As we want to maintain that aesthetic, we will be using him as a photographer, it is important to be coherent with everything the brand does and therefore Juergen Teller is the perfect fit.
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Location
T
he shooting will take place in a studio. The studio will be all white, as we want to emphasize the clothing. As the denim is blue, the contrast with the white background will be great and all the focus will go to the garments. The pictures will be taken with flash as the atmosphere will be quite dark because there will be very little light. Therefore the flash will be what gives light to the picture.
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Layout
T
he layout for the editorial will not follow any particular pattern. The main idea is to make it quite original so what we are going to do is repeat images, zoom in and even divide an image into various small ones. Some of the images will have a black frame around them and some of them won’t.
In terms of the arrangement of the images on the page, non of them will occupy the entire page, they will be smaller and will either be centred or on the side of the page.
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Editorial Preview
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Lookbook
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Look 1 Denim Jacket - CE456 Denim Culottes - CE473
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Look 2 Denim Coat - CE573
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Look 3 Top with Denim Details - CE364 Denim Pants - CE748
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Look 4 Denim Jacket - CE319 Denim Culottes - CE945
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Look 5 Top - CE214 Denim Culottes - CE174
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Look 6 Top - CE843 Denim Jumpsuit - CE426
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Minisite
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Home page
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he celinedenimblog.wordpress.com is very minimal and clean, all black and white and with no picture in the header. This is because we want it to match the whole editorial and lookbook aesthetic, and of course the CĂŠline aesthetic in general.
In the website you can find different sections, the basic sections for people to know about the new collection. You can find the lookbook and the editorial which are the two most visual parts, and then also information about CĂŠline.
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References
. 2016. The mastermind behind the transformation of Céline. [ONLINE] Available at: http://cdclifestyle.com/posts/2012/11/01/phoebe-philo-the-mastermind-behind-the-transformation-of-celine-by-caroline-stanbury/. [Accessed 22 May 2016] Behance. 2016. Behance. [ONLINE] Available at: https://www.behance. net/gallery/28296035/Cline-Annual-report. [Accessed 22 May 2016] Behance. 2016. Behance. [ONLINE] Available at: https://www.behance. net/gallery/20599345/Cline-Brand-Analysis?. [Accessed 22 May 2016] LVMH. 2016. Céline, high-end ready-to-wear, shoes - Fashion & Leather Goods - LVMH. [ONLINE] Available at: https://www.lvmh.com/ houses/fashion-leather-goods/celine/. [Accessed 22 May 2016] Project Gutenberg. 2016. céline (brand) | Project Gutenberg Self-Publishing - eBooks | Read eBooks online . [ONLINE] Available at: http:// www.gutenberg.us/articles/céline_(brand). [Accessed 22 May 2016] Robert Murphy. 2016. The House That Céline Built - WSJ . [ONLINE] Available at: http://www.wsj.com/articles/the-housethat-celine-built-1427291901. [Accessed 22 May 2016]
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References
The Business of Fashion. 2016. On the Wings of Céline | Intelligence | BoF. [ONLINE] Available at: http://www.businessoffashion.com/articles/intelligence/on-the-wings-of-celine. [Accessed 22 May 2016] Wikipedia. 2016. Céline (brand) - Wikipedia, the free encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/Céline_(brand). [Accessed 22 May 2016] WWD. 2016. The Phoebe Philo Era at Céline – WWD. [ONLINE] Available at: http://wwd.com/fashion-news/fashion-features/phoebe-philo-celine-best-looks-top-runway-moments-10343176/. [Accessed 22 May 2016]
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