BRAND STRATEGY MANUAL
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Brand Strategy The Collaboration Market ++Trend Research Brand Positioning Target Consumer BrandIdentity Communication Strategy References
Brand Strategy THE VISION Jeanne Paquin’s relaunch in 2020 is to establish the brand name in the market and educate the consumer of the brands heritage. The idea came from merging classic style with contemporary trends. The focal point being the painted jacket piece that has both classicality with its style and modern elements with the bold painting of Léon Bakst’s famous artwork. The collaboration of artist and designer serves to replicate the original relationship Paquin and Bakst had in an updated modern fashion.
The Collaboration Léon Bakst Léon Bakst was a painter and set designer commonly associated with the orientalist movement and the Ballet Russe. His style was very eclectic and detailed but had a sense of freedom about it due to his use of vibrant colours and juxtaposing scenery. Bakst illustrated Paquin’s designs in his own style incorporating his aesthetic with Paquin’s elegant forms. For the relaunch, the central piece pays homage to the late artist by merging art with fashion. The visual is in a place where it is visible and instantly recognisable which urges the consumer/onlooker to further research and be intuitive. This results in greater understanding and awareness of the history and heritage of the brand Paquin and cultural references such as Léon Bakst’s work and the orientalist movement of the 19th Century.
Market + Trend Research & For Paquin’s 2020 relaunch, the focus market will be China. Extensive market research shows China as an emerging capital for luxury fashion with a large proportion of their consumers seeking to invest in this sector. (See brand audit). The target consumer age range will be purposely left broad, attracting millennials to mature consumers.
Colour China WGSN S/S 19 According to research on WGSN, the leading colour trends in 2019 in China are forecasted to be on uplifting and energising tones with contrasting neutral tones for a ‘calming’ and ‘restorative’ effect. (Zhang, J et al, 2017). Art work such as those by Ming Mu, pictured overleaf, have a psychedelic effect to it and combines traditional eastern visuals with a contemporary drip paint effect.
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Brand Positioning Pricey
Feminine
Aesthetic
Functional
Jeanne Paquin places itself in the market amongst brands like Chanel and CĂŠline. It offers opulent, feminine, luxury but with a quirky oriental twist due to the brands unique collaboration with painter LĂŠon Bakst, which differentiates itself from the afore mentioned.
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Touchpoints
To communicate to the savvy Chinese consumer, social media such as Wechat and Weibo are important platforms to utilise. Fashion trends spread faster through social media and is relied upon heavily by Chinese consumers.
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Target Consumer
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Brand Identity
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Communication Strategy OFFLINE TOUCHPOINTS
PAQUIN X LÉON BAKST EXHIBITION An installation of Leon Bakst’s and Paquin’s best work through the ages. This allows exploration of the brands heritage and gives meaning to the collaboration. The exhibition will also feature Paquin’s launch collection.
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Invitees
Fan Bing Bing
Savi
Actress and well known fashion influencer being the face of major brands such as Louis Vuitton and Cartier.
Fashion blogger with growing social media presence. Influences Chinese millenials with regular content on Weibo blog.
Liu Wen
Top model and fashion influencer.
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References Page 7 Ming Mu (2016) The Visual Artist Who Mixes Asian Imagery with Psychedelic Colors. Retrieved from: http://www.cncreate.org/mingmu/ Li Hui (2016). Album Art for Debut LP by Tropic Harbour. Retrieved from: https://tropicharbour. bandcamp.com/album/glowingeyes Zhang, J et al. (2017) China Colour: S/S 19 In Touch. Retrieved from: https://www. wgsn.com/content/board_ viewer/#/72582/page/1 Page 9 Swoszowski, C. (2015). A dressing room, with “magic mirror,” at Rebecca Minkoff’s store in Los Angeles. Retrieved from: http:// fortune.com/2015/10/08/ rebecca-minkoff-technology/ Davies, R. (2003). Marni Womenswear Store Sloane Street London United Kingdom. Retrieved from: https://www.sybarite.com/ zh/portfolio/marni/
moca-museum-contemporary-art Vaganova Ballet Academy Facebook (2016) Léon Bakst Exhibition. http://melmoth.blog/ post/145702954448/leon-bakstexhibition-the-pushkin-state-museum Stawiarz, A. (2015) Vashtie x Puma Fashion Show and Launch Party http://www.gettyimages. co.uk/license/464459216 Feugere, S. (2017) Fan Bing Bing: Stars Converge for Launch of Louis Vuitton Collaboration With Jeff Koons Retrieved from: http://wwd. com/eye/parties/gallery/ stars-converge-for-launch-of-louisvuitton-collaboration-with-jeffkoons-10865828/#!6/koons-lv-5 Savi. (2016). Silk dress+lace up flats. Retrieved from: http:// savislook.com Liu Wen (2017). Chanel Gabrielle Launch. Retrieved from: https://www.weibo. com/p/1003061280761142/
Page 14 Knight, N. (2016). “Vogue 100” exhibition at National Portrait Gallery, London, 2016. Retrieved from: http://nickknight.com/ about/exhibitions/ Shanghai Family. (2016). MoCA (Museum of Contemporary Art), Shanghai http://family. cityweekend.com.cn/directory/
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Zainab Shah-Jehan | 26012833
Business of Fashion II