Acne Studios Brand Extension

bloom click here to view interactive presentation

Table of Contents

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Company Overview What is bloom?

Target Market Influencers Products People Promotion Place SWOT Analysis Window/In-store Display Wild Postings Email-blast Invite Webpage Social Media Advertisment GIF Promotional Video

Overview Started by Johnny Johannson in 1996, Acne Studios is a multidiscinpliary fashion house based in Stockholm. Acne is known to be an innovative creator of ready-to-wear collections, magazine, furniture, books, and exhibitions. Acne stands for “Ambition to Create Novel Expressions” Acne Studio’s collections are known for their juxtaposing designs, minimalism, attention to detail, and innovative uses of fabrics. Acne Studios produces men’s and women’s ready to wear, denim, and footwear. They are a growing brand and have flagship stores in Stockholm, Los Angeles, Paris, London, and Tokyo.

Johannson wanted the Acne name to be more than just fashion. As a result the parent company, the Acne Group, houses Acne Advertising, Acne Production, Acne Studios, Acne Junior, and Acne Paper. This reflects the brand’s love of the arts and fostering creativity through many mediums.

What is bloom?

Bloom is a cosmetics line being launched by Acne Studios, designed to extend the minimalistic luxury of the brand into a new product line. The products will include a hair gel, illuminating serum, lip and cheek duo, lip lacquer, and concealer. To propel the launch of this line, Acne will have a Bloom beauty bar at the Soho store on Greene Street in Manhattan where guests can experience the products first hand, during NYFW.

Target Market

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Hannah Chung, age 29

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Grew up in Brooklyn

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Studied Graphic Design and Marketing at Parsons

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Works as a Social Media and Digital Marketing

Coordinator at a start up in NYC

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Favorite brands are Topshop, Helmut Lang, Zara,

and A.P.C.

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Loves to travel and try new restaurants

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Extremely creative with a very minimalist aesthetic

Target Market

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Valentin Rainart, age 26

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Grew up in Berlin, Germany

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Moved to the U.S. for school

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Studied Fashion Design at Pratt Institute

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Works as a trend forecaster at WGSN’s New

York office

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Favorite brands are Acne Studios, Opening

Ceremony, and Adidas

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Spends time walking his French Bulldog,

working on photoshoots, and thrift shopping

Influencers Perfume Genius (Mike Hadreas) 44k followers on instagram Musician

Ali Michael 249k followers on instagram Model

Products

Illuminating Serum

$175

Lip Lacquer

$35

Lip & Cheek Duo

$65

Concealer

$45

Hair Gel

$55

People For those who appreciate the Acne Studios aesthetic but may not be able to afford to wear their ready-to-wear collections but still would like a piece of the brand.

Also for people who already enjoy and own pieces from Acne Studios and want to further their collection of the brand’s products and embrace the fullest version of the look and feel of everything Acne.

25-35 age range The typical customer for this brand and its extension would be a young adult who is artistic and lives in a fashion forward city. They also most likely have a disposable income, or at least have some extra money to spend on nice quality pieces. They live a simple life and have a minimal style.

Promotion In order to promote the launch of the beauty brand extension Acne Bloom, Acne Studios will surround New York City with wild postings a few days before the launch party of the beauty bar. These postings will feature product images and will showcase what will take place at the event without giving an explanation of what bloom is yet. These postings will be mysterious and give the city something to look forward to. This event will be invite only and give an exclusive look to the launch of the brand extension to insiders and influencers. At this event Acne Bloom will launch for the first time, showing the guests what products will be available for purchase. These products will be promoted through a beauty bar, where people will be able to get their hair and makeup done, with the new Bloom beauty products, in order to attain the Acne Studios look. After this event, these products will be up for sale for the general public. This extension will make the Acne label more accessible and broaden the scope of the brand.

Place Acne Studios Greene Street 33 Greene Street New York, New York 10013

-Exclusivity -Brand recognition -New product line -Multidisciplinary approach

-New to the market place- unknow -Not originally known for beauty products -Not for everybody

Strengths

Weaknesses

Opportunites

Threats

-Reaching a new customer base -Expanding brand -Enhance customer experience -Collaborations with influencers

-Competitors (Glossier, La Mer, La Prairie) -More affordable -Remaining relevant and desirable

SWOT Analysis

Window/In-store display

Wild Postings

Introducing Acne Studios Bloom

Email Blasts

Limited edition

Acne Studios bloom

shop products make bloom bar reservation

acnestudios.com Woman Man

Greene Street

Stores

Invite

bloom Launch Party September 9, 2019 9:30PM Cocktails and Beauty Bar to follow until 11 22 Greene, NYC

Web Page

Social Media