F W 18 19 Adobe InDesign SIBO MA Fashion Communication & Marketing Level 5 2017-2018 5FAMK003C CWK1 Nicolas Gordon BAPE Clothing
I N D E X
2018 FW A Bathing ape X Real Time With Bill Maher (TY Program) collaboration capsule collection (US Exclusive)
STRATEGY BACKROUND BRAND HISTORY SIGNIFICANT EVENTS
MARKET POSITION GOALS CURRENT SITUATION THE CHALLENGE AND OBJECTIVES
COMMUNICATION COMMUNICATION BACKROUND COMMUNICATION TASK INSPIRATIONS WHAT SHOULD BE AVOIDED
EDITORIAL LOOKBOOK WEBPAGE
“In order to achieve the goal, a small capsule collection made with collaboration between BAPE and Real Time With Bill will be launched in late 2018.�
STRATEGY
In order to partially achieve the goal, a small capsule collection made with collaboration between Bape and popular political talk show — Real Time With Bill Maher, will be launched in late 2018. The purpose of the collection is to make a bold move to declared the brand’s political stand ground, linking the culture of political and social commentary withe the brand. The brand should create a sphere of fashion, music, art and politics in order
BRAND HISTORY
A Bathing Ape (or BAPE) is a Japanese clothing brand founded by Nigo in Ura-Harajuku in 1993. The brand specializes in men’s, women’s and children’s lifestyle and streetwear. Ever since the brand was established, Nigo had the vision to create exclusive products and unique brand culture. The brand produces lifesty le products such as furniture and toys. Dabbling in beauty, art, and music, BAPE operates galleries, a cafe and a hair salon. Before the brand was sold to I.T group, the company reported a loss of US $2.8 million. After the transaction, Nigo left the firm in 2011, yet he still participates in the brand’s activities. I.T has successfully conducted marketing strategies to help the brand regain relevance. As a result, in 2015 the brand became once again one of the most demanded streetwear brands worldwide.
NIGO BRAND FOUNDER.
BACKGROUND
SIGNIFICANT EVENTS 1993 April: Established first store in Harajuku, Tokyo, called NOWHERE. September: Launched the first A Bathing Ape T-shirt series. 1995 First Bape rain jacket was featured on I-D magazine, UK, which opened doors to the European audience. 1996 Opened “CONCEPT SHOP” with Futura 2000 and “TECHNIQUE” with Stash. First Bape Camo Snowboard Jacket was launched. The jacket was featured by The Notorious B.I.G., established a relationship with hip-hop music. 1997 December: Produced first music event “BAPE HEADS SHOW” in Japan 1999 Opened second Tokyo store in Aoyama. BAPE HEADS SHOW 99 launched an independent Record Label “Ape Sounds.” 2004 Opened “BAPE STORE NEW YORK” at 91 Greene street, Soho, NYC. Launched signature Shark Full Zip Hoodie. 2006-2011 Opened BAPE STORE in Korea, Beijing, Harajuku and DOVER STREET MARKET GINZA. 2017 Opened new store location in Paris.
MARKET POSITION
The sector in which Bape stands in is described as “exclusive streetwear”. In this sector Bape is one out of about 6-10 leader brands in the sector. Next to brands like Supreme and Palace, Bape has the longest history, therefore an advantage in recognition, awareness and positive perception. The most important attributes of Bape’s products are Exclucity, style and price. Customers take most consideration of these attribute when they make decisions with this type of products. The perception map shown below illustrate how Bape and the competitors are being perceived.
GOALS
CURRENT SITUATION
The popularity of the Bape has given it a sharpe competitive edge. The brand is also expanding smoothly by opening a new shop location in Paris, bring the Bape experience to the European market. Although the brand is gaining relevance and sales, a threat to the brand heritage and core value still needs to be addressed. The rise of social media alongside of brand’s efforts on influencer endorsement, has made many brand’s products more desirable than ever. Combined with Bape’s scarcity strategy, Bape’s key products are almost always sold out instantly. Yet, the phenomenon of reselling for unreasonably high prices and the counterfeits caused a problem in consumer’s decision making. Consumers realised that the products are extremely hard to acquire and the motion of buying Bape is considered as blindly following others. In a way, the “hype” overpowers the true value of Bape’s product. Consumers that are purchasing Bape are less and less aware of Bape brand culture. Therefore, the effort of showcasing Bape’s brand culture is crucial for the survival of Bape, after the “Hypebeasts” culture gradually fades out.
The comme behave politic and socia
implantation of this strategy should also provoke entary and discussion of how fashion brands should in the political context. Through making its first cally charged move, Bape should gain a progressive ally responsible image, in contrast of the current perception of being merely a pricy fashion brand.
CHALENGE AND OBJECTIVES
Streetwear giant A Bathing Ape, after almost three decades of strategic redirections, now hold a solid position in the exclusive streetwear sector, which ensured the brand’s success in relevance, sales and recognition. The brand has also gained huge success in new market such as Europe. Yet, the brand’s cultural essence, which created the true value and originality, is slowing fading away from the consumers. Instead, the wave of “Hypebeast” fashion consumer culture has damaged the brand image to a degree, due to the exclusivities of the product offering. Bape need to keep its scarcity strategy to sustain sales, so the challenge is to showcase that Bape is a cultural brand beyond clothing.
COMMUNICATION BACKROUND
The brand’s communication mainly focuses on creating campaigns to showcase different collaborations. It heavily utilises celebrity endorsement, editorials on different channels and below the line activities. The most notable means includes, wide range of Hip Hop artist’s endorsements, showcase of customer generated contents e.g photos of customers wearing Bape, branded luxury cars appearing in cities, ingame product placement such as EA, GTA 5, etc.
COMMUNICATION
EXAMPLES:
COMMUNICATION TASK In the age fast communication and globalisation, social commentary became incredibly easy and common. Means of expressing social and political opinions are constantly reformed. Many forms of sociopolitical commentary are considered art forms, for instance political street art. As a fashion brand which targets young people and embraces progressive social changes, it should take a step to enter political discussions as a unique voice.
INSPIRATIONS Opening Ceremony— “The Global Varsity Collection”, exploring path and heritage of different immigrant groups in America through ethnically inspired garments. —“Pageant of the People”, turning fashion shows into political demonstration.
Bill Maher, the comedian host of Real Time With Bill Maher, is famous for his sarcastic attitude,political satire, and sociopolitical commentary. He targets many topics including religion, politics, bureaucracy, political correctness, and the mass media. To evoke a collaboration with the program, is to illustrate how fashion can incorporate politics, humanising the brand into a socially responsible, compassionate and politically active persona.
SCHEDULE AND DEADLINE
WHAT SHOULD BE AVOIDED The campaign should avoid getting into topics that are too generic, as well as generic political messages. Secondly, the collection and its communication should express support the TV program and its host instead of praising him as an authority figure. The focus on expressing the importance of the freedom of speech and the art of social commentary should be the highlights of the campaign, instead of focusing on specific arguments.
EDITORIAL
EDITORIAL BRIEF CONCEPT: The editorial should have a strong political feel, showing young spirited people being portrayed as participants of sociopolitical figures, yet not dressed in suits but versatile Bape garments. The images should show a sense of ordinary people being on a political TV show, contrasting the stereotype of mass media.
EXAMPLE: A youngster who’s look is far different from a traditional political figure sitting and having a discussion with Bill Maher, in a setting where the president might be interviewed in.
PHOTOGRAPHERS
Mark Peterson—a New York based photographer, mostly known for his photos of the powerful, the wealthy and the famous. He is also dedicated in political photography, as he covered the 2016 American presidential election and captured many great moments. His sense of capturing moments in crowds of people make his work stand out. Tapping Peterson for this politically themed campaign might leads to incredible results.
CASTING For this campaign is not necessary to cast well-known or professional models, instead the brand may conduct a street casting to find 6 to 10 people who represent many different appearances. Criteria for street casting: 1. Their look and expressions should reflect up-lifted spirit—avoid overly cynical looks. 2. They should have very natural looks—avoid perfect looks. 3. Majority of the cast should be under 25. 4. The cast should involve all ethnicities. Bill Maher—as the host and key persona for the collection, Bill Maher himself should also be considered as a model for the editorial.
PREVIOUS EDITORIAL LOCATIONS
Most of Bape’s previous editorials are shot in studio background, or shot in insignificant locations where the setting is a typical street, supermarket, playground or other ordinary places. This reflects the fact that Bape is a streetwear brand, which does not tend to portray glamour, sexiness, etc
NEW LOCATION The location of this editorial will be the actual set of the TV program of Real Time With Bill Maher. The odd combination of the aesthetics of the set of a TV program and Bape’s clothing can give the photographer many possibilities to create memorable imagery. It also allies with the political theme of the editorial.
ART DIRECTION
Aesthetically, the editorial should contain a certain feel of political photography, emphasis on capturing natural expressions and motions. The photographer may also consider how the TV show is normally shown on screen, in order to create the feel of that the models are being the guests to the show.
MODEL DIRECTION When shooting, the crew may actually provoke a discussion of a certain issue, encourage the models to actually get in to the emotion of expressing their opinion. The ideal situation would be that models gradually forget that this is a photoshoot rather than a debate, therefore the photographer might capture impactful images.
EDITORIAL PHOTOS
LOOKBOOK
WEBPAGE
www.bapeonline1.wordpress.com
BIBLIOGRAPHY bape-hypebae-2016-fall-winter 1 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-3.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 2 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-2.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 3 https://hypebeast.com/2016/11/hypebae-bape-2016-fall-winter-neon-city-editorial bape-hypebae-2016-fall-winter 4 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-5.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 5 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-6.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 6 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-1.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 7 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-10.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 8 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-13.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat bape-hypebae-2016-fall-winter 9 https://hypb.imgix.net/image/2016/11/bape-hypebae-2016-fall-winter-14.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat Model for this editorial — Jade Chung tattoo artist SOURCE HYPEBAE PHOTOGRAPHER SIMKY CHEUNG / HYPEBAE STYLIST SAMUEL CHOI / HYPEBAE MAKE-UP KIDD SUN MODEL JADE CHUNG / @JADEONTHEROAD RSVP Gallery’s A Bathing Ape Editorial 1 https://hypb.imgix.net/image/2016/06/bape-editorial-rsvp-gallery-1.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat RSVP Gallery’s A Bathing Ape Editorial 2 https://hypb.imgix.net/image/2016/06/bape-editorial-rsvp-gallery-8.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat RSVP Gallery’s A Bathing Ape Editorial 3 https://hypb.imgix.net/image/2016/06/bape-editorial-rsvp-gallery-7.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat RSVP Gallery’s A Bathing Ape Editorial 4 https://hypb.imgix.net/image/2016/06/bape-editorial-rsvp-gallery-5.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat RSVP Gallery’s A Bathing Ape Editorial 5 https://hypb.imgix.net/image/2016/06/bape-editorial-rsvp-gallery-4.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat RSVP Gallery’s A Bathing Ape Editorial 6 https://hypb.imgix.net/image/2016/06/bape-editorial-rsvp-gallery-6.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 1 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-1.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 2 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-4.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat
2018 SS MEN’S LOOKBOOK 3 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-6.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 4 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-7.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 5 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-9.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 6 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-11.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 7 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-13.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 8 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-15.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 9 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-16.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 10 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-17.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat 2018 SS MEN’S LOOKBOOK 11 https://hypb.imgix.net/image/2017/12/bape-spring-summer-2018-lookbook-20.jpg?q=90&w=1000&fit=max&auto=compress%2Cformat BAPE TOP 1 https://hypb.imgix.net/image/2018/01/bape-a-bathing-ape-dr-martens-closer-look-3.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 2 https://hypb.imgix.net/image/2018/01/bape-a-bathing-ape-dr-martens-closer-look-5.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP3 https://hypb.imgix.net/image/2018/01/bape-hooded-camo-shirt-01.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 4 https://hypb.imgix.net/image/2018/01/bape-hooded-camo-shirt-02.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 5 https://hypb.imgix.net/image/2018/01/bape-check-camo-shark-hoodie-01.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE TOP 6 https://hypb.imgix.net/image/2018/01/bape-check-camo-shark-hoodie-03.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE TOP 7 https://hypb.imgix.net/image/2018/01/bape-a-bathing-ape-hattori-kun-capsule-004.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 8 https://hypb.imgix.net/image/2018/01/bape-a-bathing-ape-hattori-kun-capsule-005.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 9 https://hypb.imgix.net/image/2018/01/bape-a-bathing-ape-hattori-kun-capsule-009.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 10 https://hypb.imgix.net/image/2018/01/bape-a-bathing-ape-hattori-kun-capsule-010.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 11 https://hypb.imgix.net/image/2018/01/bape-majestic-january-2018-capsule-1-1.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 12 https://hypb.imgix.net/image/2018/01/bape-majestic-january-2018-capsule-3-1.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat
BAPE TOP 13 https://hypb.imgix.net/image/2017/12/bape-camo-us-1.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE TOP 14 https://hypb.imgix.net/image/2017/12/bape-camo-us-2.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE TOP 15 https://hypb.imgix.net/image/2017/12/bape-camo-us-004.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE TOP 16 https://hypb.imgix.net/image/2017/12/bape-a-bathing-ape-high-tech-collection-004.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE TOP 17 https://hypb.imgix.net/image/2017/12/bape-a-bathing-ape-high-tech-collection-006.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 1 https://hypb.imgix.net/image/2017/12/bape-a-bathing-ape-high-tech-collection-008.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 2 https://hypb.imgix.net/image/2017/12/bape-a-bathing-ape-high-tech-collection-009.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 3 https://hypb.imgix.net/image/2017/11/a-bathing-ape-big-ape-collection-2017-23.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE BOTTOM 4 https://hypb.imgix.net/image/2017/11/a-bathing-ape-big-ape-collection-2017-24.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE BOTTOM 5 https://hypb.imgix.net/image/2017/11/bape-7-chinese-anniversary-capsule-collection-13.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 6 https://hypb.imgix.net/image/2017/11/bape-tiger-shark-fall-winter-2017-13.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 7 https://hypb.imgix.net/image/2017/10/bape-a-bathing-ape-undefeated-fall-winter-2017-collection-closer-look-14.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 8 https://hypebeast.com/2017/10/bape-a-bathing-ape-undefeated-fall-winter-2017-collection-closer-look BAPE BOTTOM 9 https://hypb.imgix.net/image/2017/10/bape-mad-ape-head-fall-2017-capsule-8.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 10 https://hypb.imgix.net/image/2017/09/bape-1st-camo-tracksuit-4.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE BOTTOM 11 https://hypb.imgix.net/image/2017/09/bape-a-bathing-ape-military-rock-star-collection-22.jpg?q=90&w=2180&fit=max&auto=compress%2Cformat BAPE BOTTOM 12 https://hypb.imgix.net/image/2017/05/bape-1st-camo-shark-sweat-shorts-2017-spring-summer-1.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 13 https://hypb.imgix.net/image/2017/04/Bape-X-Champion-SS-2017-013.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat BAPE BOTTOM 14 https://hypb.imgix.net/image/2017/04/Bape-X-Champion-SS-2017-014.jpg?q=90&w=3510&fit=max&auto=compress%2Cformat
BAPE SHOES 1 https://sneakerbardetroit.com/wp-content/uploads/2016/09/Bape-Mita-Reebok-Insta-Pump-Fury-2.jpg BAPE SHOES 2 https://dtpmhvbsmffsz.cloudfront.net/posts/2017/04/28/590403fc4127d01b6d04a3a5/m_590403fc4127d01b6d04a3a6.jpg BAPE SHOES 3 https://cdn5.kicksonfire.com/wp-content/uploads/2015/04/air-jordan-4-bape-custom-by-ammoskunk-4.jpeg?x76107 BAPE SHOES 4 https://www.girlonkicks.com/wp-content/uploads/2016/01/bapexpuma9.jpg BAPE SHOES 5 https://images.solecollector.com/complex/image/upload/w3vzp8cdmrqtxajrcyhg.jpg BAPE TARGET 1 https://media-s3-us-east-1.ceros.com/hype-beast/images/2017/11/28/2c067531303ec26273e00b3a3cae0fb0/ronnel-3-full.jpg BAPE TARGET 2 https://media-s3-us-east-1.ceros.com/hype-beast/images/2017/11/28/e08f5ea943d7bbc965484912534e8102/wdywt-lildavid-1-full.png BAPE TARGET 3 https://cdn.vox-cdn.com/thumbor/oo69KKL0v_eAdNYrRnoMB6hKj84=/0x37:3000x1725/1200x675/filters:focal(247x0:2913x2000)/cdn.vox-cdn.com/uploads/ chorus_image/image/49307093/GettyImages-509643658.0.0.jpg BAPE TARGET 4 https://pluggednews.com/wp-content/uploads/2017/06/Londons-Biggest-Hypebeast.png BAPE TARGET 5 http://mediad.publicbroadcasting.net/p/shared/npr/styles/x_large/nprshared/201711/565506746.jpg BAPE TARGET 6 https://nextshark-vxdsockgvw3ki.stackpathdns.com/wp-content/uploads/2017/03/5-9-800x600.jpg BAPE TARGET 7 https://static1.squarespace.com/static/5766fc48f5e23128b326fd7a/t/582c99bbd1758ef15ba0728e/1479318009456/IMG_7612.jpg BAPE TARGET 8 https://images.solecollector.com/complex/images/ploxbe4ovtfg4gqjfvnn/supreme-grandpa BAPE TARGET 9 https://i.pinimg.com/originals/ed/60/6b/ed606bd6a48905fd89db7664df55b748.jpg BAPE FOUNDER NIGO 1 https://static.highsnobiety.com/wp-content/uploads/2016/04/26181813/Nigo-Bape-Biography-feature.jpg BAPE FOUNDER NIGO 2 https://static.highsnobiety.com/wp-content/uploads/2013/05/nigo-leaves-bape-after-20-years-0.jpg BAPE FOUNDER NIGO 3 https://hypb.imgix.net/image/2016/11/nigo-uniqlo-ut-interview-0.jpg?w=960&q=90&fit=max&auto=compress%2Cformat MOODBOARD 1 http://lifeafterfootball.eu/wp-content/uploads/2015/11/puma-bape-mario-balotelli-08.jpg MOODBOARD 2 http://brixtonforged.com/wp-content/uploads/brixton-forged-wheels-lamborghini-huracan-boden-autohaus-wstbank-bape-camo-brixton-forged-pf1-duo-series-olympic-bronze-07-1800x1200.jpg MOODBOARD 3 http://basementapproved.com/wp-content/uploads/2016/06/Bape-Cover.jpg
F W 18 19 Adobe InDesign SIBO MA Fashion Communication & Marketing Level 5 2017-2018 5FAMK003C CWK1 Nicolas Gordon BAPE Clothing