Maison Margiela Brand Extension

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