Autumn/Winter 2017-2018
A/W 2017-2018 Trends
• Awareness for tougher sustainable design and production • Personal appreciation for Earth • Technology becomes a seamless part in life • Darkness as the forefront of escapism
BRAND HISTORY
• Founded, 1964 - Arcadia Group • Center for explosive trends, youth connectivity and zeitgeist designs. • Young, proud, tech savvy and outspoken target. • Company Pride: the Example of Diversity • 500 stores worldwide
• Founded, 2008 – E-commerce site • Simple cuts with noticeable accents • Customer is inspirational, luxury exotic traveler, and believes in quality. • Reclusive attitude but the woman is individualistic and distinctive • $37 Million e-commerce empire since December 2015
COLLABORATION S
STYLE
BODY SHAPE
Simple cuts and patterns tailors well for both a younger and older demographic.
BRAND Autumn/Winter 2017-2018 PHILOSOPHY
MOOD BOARD
CUSTOMER PROFILE
soft look Youth and inner-youths brave and highly inclusive Reintroduce mystery and elegance
risk taking bold themes
dark, sharp, mysterious, and soft
Topshop’s aspirational customer blends with Victoria Beckham’s loyal customer for a sharp, majestic and organic collection.
BRAND Autumn/Winter 2017-2018 COLLECTION
WORLD OF VICTORIA
Color By Group – August 2017
Trend By Group – Drop I, August 2017
Assortment by Group – Drop I
Color By Group – November 2017
Trend By Group – Drop II, November 2017
Assortment by Group – Drop II
COLLECTION EXPRESSION • Dynamic Individual • Commands an adventurous life • Has the Inner Victoria – Sharp, Majestic, and Organic • Eager to always Break Boundaries • People become Infatuated with Her Wild Spirit
MARKETING MERCHANDISING Autumn/Winter 2017-2018
WINDOW DISPLAY
MOOD BOARD
RETAIL SPACE Entrance • Mannequins & Display • Large Static Photo Ceiling Art • Icey Rock structures Tall LED Panels • Video - black shore waves Wall Background • Printed Textured Personal Shopping
RETAIL DESIGN
TARGET REACH • Interactive Online Campaign • World of Victoria Ads – Out of Home Media and Magazine • Celebrity Launch Party – Mel B, Jourdan Dunn, Chriselle Lim • Social Media
MEDIA PROMOTIONS • Bloggers • Chriselle Lim • Chiara Ferragni • Micah Gianneli • Natalie Joos
• Celebrities • Victoria Beckham • Karlie Kloss • Jessica Alba
• Your Inner Victoria • Interactive quizzes, exclusive VB line inspiration videos • Answer quick questions that categorizes customers style into 3 collection expressions, Sharp, Majestic, or Organic.
ADVERTISING • Magazines • Harper’s Bazaar • British Vogue • Out-of-Home Media • London Tube • Billboards • Taxis • Building Walls
PUBLIC RELATIONS PUBLIC RELEATIONS
PACKAGING
PRODUCT KNOWLEDGE • VB Team visits select stores for style collection and aesthetic overview. • Instill nature as the foundation for the collection and how to sell this appeal. • Sales Incentives to win exclusive emblems and complimentary collection items
WELCOME TO THE WORLD OF VICTORIA