Menswear Project Proposal Yirou Chen
Proenza Schouler New York based luxury brand that specializes in womenswear and accessories .
current marketing campaign for Fall Winter 2015
Jack McCollough and Lazaro Hernandez
Why Menswear ●
shift in traditional menswear
●
large growth potential
large growth potential
Lane Crawford Menswear Floor JW ANDERSON
Untapped Market Potential Menswear in the United States outperformed womenswear in the year 2013 and grew 5% in 2013. In the Chinese market, womenswear had dropped 2 percent due to the decelerating demand but menswear demand remains consistent.
CURRENT SITUATION
Current Strengths and Weakness Strengths
Weakness
Strong brand recognition through products
Low ‘street’ presence compared to its competitors
Awarded and honored by the Council of Fashion Designers of America (CFDA)
Has no recognizable logo or monogram
Connects with customers from every background
Undefined Proenza customer
Endorsed by celebrities and opinion leaders Strong financial backing
Target Customer
Proenza Schouler are targeting the young, wealthy men who appreciate luxurious and innovative designs. These men age from 25 to 35. Proenza Schouler are targeting the male version of its womenswear customers. People who have a wealthy family background, a stable well-paid job, and excess money to spend on garments and bags.
Major Competitors ● In order to develop a compelling menswear line, Proenza Schouler Mens analyzed some of its competitors similar to the targeted customer ● Focus on unique fabric treatments ● Competitors: ○ Dries Van Noten ○ Paul Smith ○ Burberry Prorsum
Major Competitors: Dries van Noten
Dries van Noten keeps a low profile and allows their couture-level craftsmanship and design to speak for themselves
Major Competitors: Paul Smith
Paul Smith is a menswear only brand. It has a strong design and tailoring aspect to the brand, which remains a competition to Proenza Schouler Mens
Major Competitors: Burberry Prorsum
Burberry Prorsum targets a young group and is easily identifiable. Proenza Schouler Mens is looking towards to create a similar brand presence within its targeted audience
Menswear Line Expansion Looking to create new garments including: ● Tops (including T-shirts, sweaters, and casual shirts) ● Bottoms (pants and trousers, with an emphasis on denim and jeans. Depending on the season, Proenza Schouler is looking to expand its lineup into shorts as well) ● Jackets and Coats The company is aiming to create a small lineup of accessories that will feature: ● PS1 - Men’s Tote Bags ● PS1 - Men’s Shoulder Bags ● PS1 - Men’s Messenger Bags ● PS1 - Men’s Backpack ● PS11 - Men’s Tote Bags ● PS11 - Men’s Shoulder Bags ● PS11 - Men’s Messenger Bags ● PS11 - Men’s Backpack
Price Point
The pricing for the garments are similar to Dries Van Noten and Paul Smith collection. However the design aesthetics may lean towards Burberry Prorsum. The sweaters are going to be between $400 to $800, coats are going to be between $1300 to $3000. Studies have shown that men are willing to spend more on a single quality piece than multiple affordable pieces.
AVAILABILITY
Proenza Schouler is focusing on e-commerce. With much of its sales garnered from selling online, it is natural that Proenza will continue using the internet as a means of selling goods. Proenza Schouler is also going to distribute them to its own brick-and-mortar stores and retailers like Barneys New York, Joyce and Ssense.
COLOR & TREND
Accessories
Specification Sheet
SWATCH
TECH PACK
SOURCING Manufacture Origin: Italy Italy, New Zealand 1. All PS womenswear are made in Italy 2. Novelty fabrics, Jacquard, Block-Print, special fabric treatments require our products to be manufatcured in Italy 3. Manufacture Origin delivers the high quality and luxurious brand image to customers
MERCHANDISING CALENDAR
ACTIONS TAKEN
Print Publication
For our new menswear collection, the looks will be shot and featured on magazines and other publications. Vogue Homme, Fantastic Man, GQ, W, AnotherMan, VMAN, WSJ are publications that we will feature our ad campaign in.
Social Media
Youtube videos will be shot from the design process of the collection to the runway show at the end. We plan to have about 5 video clips which includes the design process, first fittings, fabric development, model casting and the final runway show. As pertaining to the first four videos, we will have a link at the end to have viewers sign up for an email so they can view the runway show before it is released on ProenzaSchouler.com.
Social Media
We will start with an app that features womenswear exclusively but a month before the announcement of the menswear collection, there will be a flashing screen with the words “WHAT IS NEXT” in bold. In doing so, we create hype and excitement for the unknown. Customers will then have to click “more” or the “x” button on the top of the screen to exit this announcement
Designate Opinion Leader Proenza Schouler Menswear: Andrew Garfield 1. Attracts the target consumers that can relate to his lifestyle and attitude 2. Positive brand image 3. Known for being the male lead role for The Amazing Spider-Man
Advertisement Printed campaign posters that will be distributed in stores and department stores We will also hold an event at our Madison Avenue Store and Soho Store for customers to personalize their mens leather accessories such as wallets, card cases and belts. Our lookbook and catalogs will be mailed to both male and female target customers based on their shopping trends in Barneys, Dover Street Market as well as our stores in the city. Traditional forms of advertisements like showing the collection at New York fashion week will also be beneficial in terms of exposure.
Location
Launched in the largest cities in the United States first, and will then be dispatched to the rest of the world. Focus on cities like Tokyo, Shanghai, Hong Kong and Seoul. In launching the collection first in America, we create demand for the products to boost our sales overseas. We will create exclusive pieces for online retailers like Mr.Porter, SSense and Luisa Via Roma in order to fully capture the attention of the online customer.
Products and Services As tailoring in menswear is one of the most important aspect of the male purchasing experience, Proenza Schouler menswear customers will be able to enjoy free consulting and alterations for all his purchases. t
The pieces would convey the same attitude with it’s womenswear counterpart. Contemporary, architectural, innovative and modern are factors that we will continue to achieve in.
Proenza Schouler menswear and womenswear would be displayed in same store but in different sections
VIP System
Proenza Schouler Mens will introduce a new VIP system for followers. Perks include: ● Updates ● Brand Loyalty Promotion Favors ● Proenza Schouler - Special Event Promotional Merchandise
Brand Packaging
Elaborated garment box and shopping bags will be designed for consumer presentation. The packaging should be clean, modern, with a unique twist. Our name will be embossed in black boxes in a dark reflective, metallic grey.