Acne Studios / TOPSHOP
the brand: Acne Studios “Ambition to create novel expressions”
• Found in 1997 by Jonny Johansson in Stockholm, Sweden • Focused on graphic design, film, production and advertising • In 1997, the Acne Studios fashion line was born when Johansson created 100 pairs of raw denim jeans with red stitching and gave them away to friends and family • In 2006, separated from Acne Film, Acne Adertising and Acne Digital; launching their ecommerce website acnestudio.com
the brand: Acne Studios “Ambition to create novel expressions”
• The global fashion house: Paris, London, New York, Los Angeles, Antwerp and Tokyo • Offers women’s and men’s ready-to-wear • Showing at Paris Fashion Week twice a year • Over $120 million annually in 2013
Acne Studios Previous Collections
S/S 2012
S/S 2013
Acne Studios Previous Collections
S/S 2014
S/S 2015
the retailer:
TOPSHOP
• Founded in 1964 • British high street fashion retailer • Offers clothing, shoes, make-up and accessories • Headquartered in London • Focus on delivering everything from basics to cutting edge fashions high street fashion retailer • Over 300 stores in the UK and 100 internationally
TOPSHOP Previous Collaborations
TOPSHOP Previous Collections S/S 2014
S/S 2015
WHY ACNE STUDIOS / TOPSHOP
The creative genius behind Acne Studios, Jonny Johansson, managed to create a luxury fashion house characterized by his juxtaposing designs and meticulous details. His unique aesthetic has garnered him a loyal following of fashion connoisseurs. We believe that his creative direction will be appealing to the Topshop customers. Thus, there will be dual beneficiaries in this collaboration.
MISSION
Our mission is to introduce the Topshop customers to a contemporary, luxury brand. Acne Studios is a brand that manages to stay relevant by their creative aesthetics in the ever-growing retail industry. We want to recognize this brand’s ability to stay fresh through this collaborative effort.
MAIN COMPETITORS
ZARA ASOS H&M
MAIN COMPETITORS
LOGO
MEET TILDA • Age : 27 • Income: $79,000 • From London,
lives in New York
• Graphic Designer • Fshion forward, contemporary, sporty, loves Coca Cola and travel Very Outgoing
COLOR/ FABRIC
COLOR/ FABRIC Our colors are clean and fresh, perfect for the spring season. A variety of natural hues of blues and greens paired with spring’s newest neutral: nude. This color palette will be appropriate for lightweight fabrics that are common in the warm season. The verdant greens and refreshing blues mimic the sensation of being outdoors.
Collection March
Collection April
SIZING
Our sizing chart will adhere to TOPSHOP’s sizing regulations since Acne Studios will be selling their collaborative line in TOPSHOP stores. The two main body types that the collection will focus on are the neat hourglass and the lean column figures. Neither of the body shapes are super extreme. size range: 0-12 US
 FIRST DELIVERY: EARLY MARCH
Assortment Plan: Delivery 1(March 2)
Bomber Jacket
Description Color
Lace-up A-Line Skirt
18-4537 TCX 14-4317TCX 18-4537 TCX
13-0613 TCX
Size
US 0-12
US 0-12
Cost
$85
$38
$215
$85
Suggested Retail Price
14-1118TCX
7711 U TCX 7611 U TCX
13-0613 TCX
Lace-up neckline Jumpsuit
Draped Dress
14-1118 TCX
US 0-12
US 0-12
$68
$72
$145
$185
Assortment Plan: Delivery 1(March 2)
Cropped top
Description Color
Jamie Jeans
11-4800TCX
19-3935TCX
Circle Skirt
15-0146 TCX
19-3935 TCX
14-1118 TCX
14-4317 TCX
Size
US 0-12
US 0-12
Combination Top
15-0416TCX 14-4317TCX
19-3935 TCX
19-3935TCX
US 0-12
US 0-12
Cost
$15
$35
$32
$30
Suggested Retail Price
$55
$105
$85
$75
SECOND DELIVERY: EARLY April
Assortment Plan: Delivery 2(April 4)
Bardot Dress
Description Color
7611 U TCX
14-1118 TCX
Size
7711 U TCX 14-1118TCX US 0-12
19-3935TCX 19-3935 TCX
Open-Front Jumpsuit
High-Waisted Shorts
cropped Jacket
19-3935 TCX
19-3935TCX
15-0416TCX 15-0146 TCX
US 0-12
US 0-12
US 0-12
Cost
$68
$30
$20
$68
Suggested Retail Price
$135
$80
$45
$185
Assortment Plan: Delivery 2(April 4)
Description
cropped Jacket
Color 14-4317TCX 18-4537 TCX
18-4537 TCX
Skirt-Pants
18-4537 14-4317TCX TCX
18-4537 TCX
14-4317TCX 14-4317 TCX
Size
Cost Suggested Retail Price
US 0-12
US 0-12
Open-Front pencil skirt
Cropped Shoulderless top
14-4317TCX 14-4317 TCX
US 0-12
US 0-12
$60
$48
$30
$42
$175
$145
$75
$115
 MERCHANDISING & MARKETING
LOCATION • Size: 500 square ft Open space • Floor to ceiling windows • Within select TOPSHOP stores in Asia, USA and Europe • Topshop Online • Net-a-porter, Shopbop 
FLOOR PLAN shoes display
Mannequin Display shoes display
shoes display
Checkout Counter
Mannequin Display
Acne Studios Collection
bag display
accessories
Mannequin Display
fitting room
window
window
INTERIOR
• Geometric Shapes • Stainless Steel • Artistic Light Installation • Concrete Floors • Adjacent Angles
HANGING DISPLAYS
Triangle hanger • Arty • Simple • Creative
HANGTAGS
Acne Studios
TOPSHOP
EUR 34 US 2 UK 6 09R01C BLK 27K12GNUD
$89.50
CELEBRITY & BLOGGER ENDORSEMENTS • exclusive access to garments from the line weeks prior to the launch • post pictures of the outfits on their social media accounts to generate hype amongst their followers
topshop.com
March 17,2016 9 am EDT
SPING SALE 30% OFF
 SOCIAL MEDIA ADVERTISING
Acne Studios
Acne Studios
Acne Studios
TOPSHOP
TOPSHOP
TOPSHOP
FEB, 15
The collection will be available starting March 17, 9AM EDT, both online and offline. # acnestudiosXtopshop
Acne Studios
Acne Studios
TOPSHOP
TOPSHOP
SIGNAGE
TOP SH OP
 OUTDOOR ADVERTISING: SUBWAYS
March 17,2016 9 am EDT
topshop.com
 OUTDOOR ADVERTISING: SUBWAYS
March 17,2016 9 am EDT topshop.com
 OUTDOOR ADVERTISING: BUS STATION
Acne Studios TOPSHOP March 17,2016 9 am EDT
 OUTDOOR ADVERTISING: SIDEWALK BILLBOARD
Acne Studios TOPSHOP March 17,2016 9 am EDT
 PUBLIC RELATION Press Releases via: • Women’s Wear Daily • Business of Fashion
ďżź PUBLIC RELATION
Magazines: Vogue, W Magazine, Bazaar
ASSOCIATE TRAINING
We will familiarize sales associates with: • • • • • •
Designs Fabrics Pricing UK sizing Online orders Map pieces
•Employees will wear boxy tee or sweatshirt with Acne studios X TOPSHOP logo
SPECIAL EVENT INVITATION
Acne Studio/TOPSHOP
Acne Studio/TOPSHOP
LAUNCH EVENT
• an event to celebrate the launch will take place on March 16, 8PM • Soho Store • free food & drink • music band • Designer, Jonny Johansson • celebrities • #acneXtopshop
SPECIAL GIFT
• Special gift with purchase of $500 or more • Limit 50 units per store