BRAND OVERVIEW
Noah Wright 26 Years Old
Iceberg debuted on the market in 1974, back in the days when sportswear began marking the biggest mutation in modern patterns of dress and, along with, codes of behavior. For its part, Iceberg set in motion a twofold transformation: not simply sportswear, but knit sportswear. Creativity & innovation: the secret behind Gilmar’s success. Gilmar takes a 360° approach to fashion design and development. Every project begins at the group’s own 45,000-sqm industrial hub in the town of San Giovanni in Marignano on Italy’s Adriatic coast. Originally opened in 1985 and later expanded, it houses the production and logistics centers, the styling and prototype creation offices, the quality control and shipping departments.Thanks to a special mobile metal structure, the storeroom can accommodate with precision perfection up to 250,000 garments at any one time.This is a place where tradition meets technology, guaranteeing impeccable service in delivery and reassortment management.
Target Segment- Young upper Urban customers Colorful, Imaginary, streetwear, modern Product Category: Apparel, Glasses, Watches, Leather Goods, Footwear, accessories
Studied Architecture at Politecnico di Milano He comes from an afluent modern family with old money. After graduating, he moved back home to work for his fathers interior design/ architecture firm. He loves to travel on the weekends to Germany and Switzerland. His loves to make fresh acai bowls at home He expresses is mood and feelings with fashion. He is not afraid to be who he is and explore with brands. His favorite brands to shop are: - A bathing Ape - Supreme - Gucci - A Cold Wall” On his spare time he loves going out and exploring rural parts in the UK to get cool pictures for his instagram and website
COMPETITOR ANALYSIS
Sales in 2017 reached 300 Million 100% fully indipendent
2017 $79 Million targeting almosta 30% growth the following year at 98M
2017 reported $250 Million - basically keeping aeffe group running - 71% of sales
Price Range: $65-$132,000
Owned by Italian fashion group Gilmar S.p.A.
Instagram Page 574K Followers
Price Range: $25-$2,000
Jeremy Scott creative director
Ad campaigns givea punk rock vibe (group images) but goes with the brand aesthetic
James Long is the creative director
Price Range: $90-$13,000
Instagram Page: 143K followers
Instagram Page: 7.8M Followers
Embraces the ugly and makes it into a Multi Million dollar business
Needs stronger advertising. Allocate more time and money on promotion
Ad campaigns are a clean mess. (less group, more individual shots)
Owened by aeffe group (312 M)
They use shock to grab the worlds attention
PHILIPP PLEIN designs unique creations, interpreting an extraordinary contemporary lifestyle. Based on the designer’s dynamism and positive spirit, this creed is the driving force that has made Philipp Plein’s eponymous label the successful international brand that it is today. PHILIPP PLEIN collections are fun, provocative and always luxurious, with an attention to craftsmanship that is rarely matched within the industry. The PHILIPP PLEIN brand and lifestyle are a tribute to the passionate individualist who transforms their innermost desires into reality, who makes a daily promise to live their dreams.
It all started in 1983 when Franco Moschino left job as Gianni Versace illustrator and created brand with his own signature. This fashion label always has been considered as innovative and sometimes eccentric that was enough for success. Franco made himself and his brand worth of attention because of his social awareness campaigns and criticisms of the fashion industry. After Franco death, creative director become Rossella Jardini until 2013. She managed to keep Moschino style profile and philosophy, based on pop culture, unchanged for 28 years. Jeremy Schoot took over as creative director after nad released his first collection in 2014.Moschino unique style always surprises with its humor, eccentric and magical color pallet, all mixed with provocative attitude.
BRAND COMPARISON
Bomber America Price: $4,575
Multi-detail jacket Price: $836
Bomber Teddy Circus Price: $2,095
POSITIONING MAP PRESTIGE PRICE
MASS MARKET
EXCLUSIVITY
AFFORDABILITY
MOOD BOARD
COLOR BOARD
+ Silhouette Board
FABRIC BOARD
CAPSULE COLLECTION
+ Trim Board
Kelly Green Satin
Black Glossy Stretch Latex
Printed Silk
Black Mesh
Peri Blue Stretch Eclon Jersey
Nude Bamboo Stretch French Terry
Moss Cotton
Terracotta Elastine Green Knitted Elastic
Iceberg will take inniciative with collaborating with Miami Formula 1 Grandprix 2020 to bring a capsule collection inspired by the event and for the event. This capsule collection will be inspired by auto body shops and its dirty feel to it. Pieces will be inspired by things found in these body shops such as reused cloths, tires, metal etc.
MIAMI FORMULA 1 Grandprix 2020
Formula 1 officials are planning to bring the iconic race to the beautiful city of Miami in Spring 2020. Supposedly the layout of the event will take place through Biscayne Boulevard, crossing over to the Dodge Island and coming back while looping through the American Airlnes Arena. The promoter of this entire event is Stephen Ross. He is commited to the xpansion in the US and to Miami in particular and bringing the fantastic sport of over 1.8 million fans into this iconic city.
LINE UP
LINE SHEET
RATIONAL OF RANGE PLAN
SOURCING
Although it is a small capsule collection, it will be as inclusive as we can make it. Following Iceberg’s size scale depending on its products, I decided to created a smiliar range plan.
The Capsule Collection will be sourced just like any other collection from iceberg - in Italy. Although it is a limited amount and for a limited amount of time, we wanted to maintain the same quality all around. We will not be using the same manufacturer but it will be in Italy, The manufacturer chosen was Italian Garment Industry located in Via Caprioli, 10 - 73100 Lecce (Le) Italy.
PRODUCTION
“This is a “Made in Italy” commercialized clothing manufacturing company founded on the family tradition with forty years of experience in the fashion world. The company is characterized by highly qualified totally Italian personnel and the tailored approach to each garment. Following all the directives of the client, we finalize the process of garment production from its creation to its delivery, and we would like to underline that timeliness is another important element that destinguishes us. Thus IGI offers a whole and complete service starting from the collection ideation to its creation and manufacturing, along with our design and production know-how and possible purchase of all the necessary fabrics and trims. Thanks to our internal CAD-provided Modeling department, IGI is able to develop a garment starting from a simple sketch followed by the e-pattern development, prototype creation, its wear testing and necessary improvement, and then the sample manufacturing, always taking very attentive care of all the details. Samples manufacturing and bulk production take place exclusively within the company allowing in this way the interaction at various production stages along with the careful quality control, accurate production planning and its time optimization.”
DISTRIBUTION
Founded by Laure Heriard Dubreuil, The Webster is an exclusive luxury multi-brand retailer. Established in 2009, The Webster’s flagship location sits in the heart of Miami Beach in a historical Art Deco building designed in 1939 by famed architect Henry Hohauser. Additional locations include Bal Harbour and Sawgrass in Miami, Houston Texas, Costa Mesa California and recently opened The Webster SOHO in New York. Each location provides a uniquely curated shopping experience within a luxurious, intimate home like setting combining the ambiance of the ultimate walk-in closet with customized furnishings and contemporary art. As Founder and Creative Director Laure’s vision and direction sits at the heart of The Webster’s offering as well as leading the development of partnerships with brands for exclusive product and collaborations with major retailers such as Le Bon Marche, Lane Crawford in Hong Kong and the Ritz Paris.
CRITICAL PATH
WINDOW DISPLAY
The collection will be exclusively sold at The Webster. For the window display i wanted to bring elements from the inspiration and from the grandprix. The walls will be covered in recycled tires and floor and ceiling will resemble one from a body shop- filled with oil stains and cement. The garments will be displayed while hanging from a recreated auto lyft found in the shops. Some accessories such as chains and bold will be added to finish off the display.
CONCLUSION
RECOMMENDATIONS
• Allow for the collection to have more exposure and be sold in other retailers for a limited period of time. • Create a pop up event throughout the month of the event for the Capsule Collection • Iceberg could collaborate with more events going on through the states to slowly introduce it to the brand. • Create seperate capsule collections for all the grandprix around the world.
In conclusion, I think this is a great idea for Iceberg because by collaborating with the Miami Grandprix, it will allow the brand to further expose themselves into the US market. By tapping into this market it will allow for the brand to grow and expand into new things and more revenue.
REFERENCES
http://www.igisrl.com/en/services/ https://www.iceberg.com/en/ https://www.vogue.com/fashion-shows/fall-2019-ready-to-wear/iceberg https://www.formula1.com/en/latest/article.statement-formula-1-and-miami-grand-prix-proposal.5kqCHvPBKMQQMIICwuogMO.html https://autoweek.com/article/formula-one/f1-boss-chase-carey-not-giving-miamigrand-prix https://www.plein.com/us/bomber-america/P19C-WRB0640-PTE106N_08.html?cgid=women-clothing-coats_and_jackets#page=2&start=13