I-DENTIFY Concept Book

I-DENTIFY

BY AMFI

Concept

TABLE OF CONTENTS Introduction Vision Mission Audience Main stays Structure Example Tone of Voice Technical Budget Frequency New Media

03 05 06 07 09 11 14 15 17 19 20 21

Brains Behind Brands

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INTRODUCTION

I-DENTIFY is a bi-annual special interest magazine for fashion & branders at AMFI. It is for those who have to chose an internship that suits them and for graduates who are searching for a job. This magazine informs and educates about the role of branding in fashion companies. Where existing branding and marketing magazines focus on non-fashion companies, I-DENTIFY offers insight on what the daily work of professionals of great fashion houses consists of, and where a young brander starts his career.

The fashion industry is a dimension that asks for a specific approach branding wise and thorough knowledge of future employers use branding is good preparation.

I-DENTIFY works through case studies. In every issue several fashion companies are thoroughly described as well ass an important party they work with.

The case study explains all facets of the brand and the company and what the work of their branding professionals consists of.

The name I-DENTIFY relates to a brander who identifies his place in the industry.

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VISIO

Having the right information is crucial and currently it is scarce.

At the start of ones career, it helps a brander to broaden his scope on how branding takes form in the industry.

Informing young branders about their future workenvironment.

I-DENTIFY informs and excites branders about their future role in the industry. Where do they feel in place, and what can they expect?

AUDIENCE

E I-DENTITY is written for branders in the need for an internship and for graduates in the need for a job in their field of expertise.

Where regular branding and marketing magazines focus on non-fashion companies, I-DENTITY is designed especially for the fashion industry. Branding offices and departments are very closed and private and do not easily share information.

To attract the right people it is important to inform graduates about these companies. Students are in the need for information on their future workspaces, and in particular the role of branding whithin different fashion companies.

Branders rely mostly on word of mouth for national traineeships but for those trying to work on an international level it is harder to come into contact with the right people

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MAIN STAY

FASHION COMPANIES Department stores Haute couture Luxury brands Asperational brands Mass brands Shoes Accessories underwear / lingery

PEOPLE

Brand Managers Designers Photographers Editors Marketing & PR managers Concept Developers Trendwatchers

INTERNSHIPS

Interns & Trainees

CASE STUDY History of the company.

Current Trends involved Future Brand Identity Company Culture Company Structure Internships

THIRD PARTIES Current Trends involved Future Brand Identity Company Culture Company Structure Internships

FORM OF THE I-DENTIFY offers companies a way to introduce themselves to their future employees. The magazine divides the industry in different segments to create an overview in a variety of companies.

It highlights two segments in every issue.

1.Department stores 2.Haute couture 3.Luxury brands 4.Asperational brands 5.Mass brands 6.Shoes 7.Accessories 8.underwear / lingery Case Study: Identifying branding processes within one company, exposing the brand concept to rigorous study, connecting it to the latest trends and developments. For young branders it is crucial to read indepth analysis of important companies in the industry.

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For the industry it is important to get aquanted with the right students.

Possible case studies are: G-Star, Agent provocateur, Gucci, Zara, Giuseppe Zanotti, Viktor & Rolf, de Bijenkorf, Claudia Strater.

STRUCTUR

EXAMPLE Segment

Company

Chapter/Section

Cover/Back 0. Introduction

1.Department Stores Case Study Segment:

Pages 2 2 2 2

de Bijenkorf

2 History Trends Future Brand Identity Company Culture Company Structure Role of branding Online Offline Professionals Clients Internship

1 2 1 4 2 2 4 2 2 3

2.Case Study EnvironmentBranding Office VBAT Role in the industry Clients Company Structure Company Culture Internship

2 2 2 2 1

ADVERTISEMENTS Amsterdam Milan Paris Arteixo Spain Rome Amsterdam London

10 4 4 4 4 4 4 4 4

3.Haute Couture 4.Luxury Brands 5.Aspirational brands 6.Mass Brands 7.Shoes 8.Accessories 9.Underwear Lingerie 10. Internships Totaal

Viktor & Rolf Prada Zadig et Voltaire Zara Giuseppe Zanotti Property of‌ (Bags) Agent Provocateur

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TONE OF VOICE

Corporate Informative A professional approach towards branding which informs in a inspiring and educational manner to broaden the scope of branders through case studies.

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TECHNICAL Distributor: Art direction & Realisation: Project management: DTP: Print Management: Lithography: Print: Advertisement Sales:

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AMFI Solar Initiative AMFI KSM Sumis Nefli Prinovis Identity@amfi.nl

is printed on, 120 grams, very white matt paper.

Binding Method garenloos gebrocheerd / Glued Size A4 (148 x 210 mm)

SPECIFICATIONS

Choice of Paper To offer a feel of quality and credibility I-DENTITY

BUDGET Circulation

500

Advertisements AMFI Total Budget

10 500

Fotography Stills / Models Concept / thema Project management Print Paper Lithography Sub-total 10% Unanticipated costs Total

€ 350,00 External € 3,00 Internal

€ 3.500,00 € 3.000,00 € 6.500,00

External Internal Internal External External External External External

€ 2.000,00 € 0,00 € 0,00 € 750,00 € 1.500,00 € 1.500,00 € 5.750,00 € 575,00 € 6.325,00

Fashion advertisements are part of the magazine and can be bought at a reduced rate for companies that have collaborated in the content of the magazine .

FREQUENCY

I-DENTITY will be sponsorred by AMFI for its students as a free service. The magazine functions as a link between the institute and the industry. Therefore companies can offer internships in the magazine that connect the branding course in return for an investment.

APPEARANCE I-DENTITY will appear twice a year during the periods in which students of the third and fourth year have to decide where to do their internship.

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NEW MEDIA ONLINE I-DENTITY has its own website to keep the dialogue about the industry going with its readers. The magazine needs to be easily accesible for world wide fashion companies and on the I-phone and I-Pad as well.

The website informs about: - why the magazine exists - who it is for.

- who collaborates in the developement per issue - which internships are available and which ones are occupied.

It offers a preview of the current issue. Students studying at AMFI have access to the internship page through the use of their studentnumber.

Under exclusive one finds the photoshoots used in the magazine, and in depth information about the making-of the magazine. (Art Director/ Creative Directors vision)

MAGAZINE CONTRIBURORS EXCLUSIVE INTERNSHIP

Preview About Editions Order

CV Vision Mission Advice in AD a movie CD

Desciption

Available

Occupied Contact

CONTACT Board AMFI Facebook Twitter

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Brains Behind Brands