TARA YADAV, VALENTINA MALO, TORI BRESLIN, LILA GARCIA FASM 400
MISSION STATEMENTÂ BRAND OVERVIEW TARGET CUSTOMER CONCEPT OVERVIEW MOOD BOARD COST AND PRICING PROCESS WORK COMPETITORS FINAL PRODUCT ADVERTISING SOCIAL MEDIA WINDOW DISPLAY
CONTENTS
MISSION STATEMENT “TO BUILD FOR A NEW BREED OF CONSUMER ENABLING DEVELOPMENT, CHALLENGING THE RULES AND FOSTERING CREATIVITY FOR THE INNOVATIVE, UNCONVENTIONAL, AND DARING. OUR BRANDS ARE GLOBALLY RECOGNIZED AS THE BRANDS OF UNCONVENTIONAL, INDIVIDUAL CONSUMERS."
BRAND OVERVIEW
PRODUCTS:
STORES:
MEN’S AND WOMEN’S CLOTHING, SHOES, ACCESSORIES, FRAGRANCE, AND BAGS
42 BOUTIQUES INTERNATIONALLY 18 MM6 BOUTIQUES INTERNATIONALLY ECOMMERCE WHOLESALE
MM6:
FOUNDED:
MORE CONTEMPORARY LINE CREATED TO TARGET A MORE ACCESSIBLE FEMALE CONSUMER
1988 BY MARTIN MARGIELA
LINES
BRAND CHARACTERISTICS 01
CREATE PRODUCTS FOR BOTH MEN AND WOMEN, BUT OFTEN FUSE THE TWO TO CREATE ANDROGYNOUS SILHOUETTES
02
DECONSTRUCTING, REINVENTING, AND REDEFINING SILHOUETTES
03
THE NUMBER LABEL THAT REPRESENTS THE LINE IS PLACED ON THE GARMENTS WITH FOUR STITCHES FOR EASY REMOVAL SO THE GARMENT CAN BE “ANONYMOUS”
COMPETITIVE ADVANTAGE
ART DIRECTION
UNIQUE STORE EXPERIENCE
COLLECTIONS
DISTINCTIVE STYLE
STRONG DIRECTION UNDER JOHN GALLIANO AS CREATIVE DIRECTOR
ASSOCIATES WEAR LAB COATS, WHITE AND VERY STERILE SPACE
PROVIDE BOTH ARTISANAL AND READY-TO-WEAR COLLECTIONS
SEVERAL CONCEPT COLLECTIONS THAT APPEAL TO A WIDER TARGET MARKET BUT MAINTAIN A CONSISTENT BRAND IMAGE.
TARGET
CUSTOMER
DEMOGRAPHIC 25-50 Highly educated Independent Upper class with high disposable incomes
PRIMARY MARKET Middle aged women 35 - 55 years Modern, sophisticated Attuned to stylistic innovations
PSYCHOGRAPHIC Busy lifestyles Minimalist Creative Pragmatics Influenced by art and design Fashion Conscious
GEOGRAPHIC Live in urban + cosmopolitan areas
SECONDARY MARKET Millennial men and women 20 - 30 year old Fluid gender, Liberal Interest in future aesthetics + fashion Artistic and cosmopolitan
BRIDGETTE
PAQUET
Age - 55 Location - Paris,France Education - Columbia Writing and Mass communications grad Job - Magazine Journalist Relationship - Married Income -
$170K
Bridgette is a Columbia Journalism School graduate who has written on fashion, art and lifestyle for publications such as VOGUE and Architectural Digest. She has had a diverse career, having previously worked in finance, consulting, and art. Her interests include politics, fashion, travel, and food. She has lived all over the world including London, Verona, Boston and most recently New York where she delights in discovering new aspects of the city. VALS - Innovator
OWEN
WU
Age - 29 Location - NYC, New York Education - Graphic design at Parsons Job - Graphic Designer at SSENSE Relationship - Single, casually dating Income -
$130K
Owen is spends most of his time working at his job & as a part time model. He has a very busy lifestyle and loves frequenting the cosmopolitan parts of it - by attending fashion events and going to new restaurants and exhibitions. Some of his favorite brands are Rick Owens, Balenciaga and Yohji Yamamoto. VALS - Experiencer
" L E
M E M O I R E "
A sustainable brand extension, committed to upcycled sourcing, sustainable production and manufacturing
M O O D
B O A R D
1
S E A S O N
:
2
S T Y L E
3
M A T E R I A L S
:
4
F A C T O R Y
A T E L I E R
5
P R I C E
6
N O T E S :
:
S S 2 1 C H A I R
:
C A R D B O A R D I N
+
L I G H T S
+
W O O D
F R A N C E
: $ 2 , 9 0 0 T P M C A
H R A O N
R E T M D
O S E P
U E R R L
G N I O U
H T H T T H A L S M I S I X U R Y
I S I E I M A N D N G O
T E M , W E W P O R T A N C E B E S U S T A I N T H E I D E
A O N A
N T T O F U P C Y C L I N G A B L E W I T H O U T L S O F Q U A L I T Y
MATERIALS COST 1
C A R D B O A R D
$ 0
2
S P R A Y
3
G L U E
4
L I G H T S
$ 5 . 0 0
5
W O O D
$ 5 . 0 0
P A I N T
$ 6 . 0 0 $ 0
S T R U C T U R E
T O T A L
C O S T
=
$ 1 6
PRICING DIRECT PRICING
TOTAL PRODUCTION COST
MARKUP
FINAL RETAIL PRICE
$406
86%
$2,900
labor cost= $15* X 13 hours =195 production cost = 195 X 2 ppl = 390 total production cost = 390 +16 (cost of sourcing materials)
*hourly wage in france
BEHIND THE SCENES
BEHIND THE SCENES
COMPETITORS BIG's Series 7 chair reinterpretation for Frtiz Hansen $3,000
Favela chair by Fernando & Alberto Campana for Edra
Frank Gehry Rocking Chaise
$4,000
$5,000
FINAL PRODUCT
EMAIL AND WEBSITE MOCKUPS
SOCIAL MEDIA
IN STORE SIGNAGE M I L A N
F L A G S H I P V I A
S T O R E
S A N T ’ A N D R E A
3 0 0
S Q . - M E T E R S T W O F L O O R S + A R T I S A N A L H A U T E C O U T U R E C O L L E C T I O N
WINDOW DISPLAY
MOCKUP ADS
SOURCES https://www.maisonmargiela.com/us https://www.maisonmargiela.com/us/lamaison https://www.businessoffashion.com/organisations/otbhttps://goodhoodstore.com/wom ens/features/mm6-brand-focus https://www.dezeen.com/2015/08/02/zaha-hadid-big-jean-nouvel-snohettaarchitects-reinterpret-arne-jacobsen-series-7-chair-fritz-hansen/ http://www.attitude-mag.com/en/blog/italy/2015-04-21-maison-margiela-milanflagship/ http://oregonstate.edu/instruct/econ201/osman/Lec11/sld003.htm