Rebranding Issey Miyake

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  • Issey Miyake INC, previously known as ISSEY MIYAKE INTERNATIONAL INC.Issey Miyake Men: main venue moved from Paris to Milan in 19981993: Launch of PLEATS PLEASE ( which has a flagship in London)MeAboutCauliFlower: 1st called me ISSEY MIYAKE, then Me
  • Refer to the main aspects in bold, and down left, to the values that no longer exist (amusement, showmanship, artistic mood)
  • First about present and then past.Again talk about the aspects in bold. trendition: trends+tradition use of traditional elements according to tremd forecasting. The brand must lose this element and go back to tradition.The company should also lose the pragmatic value and replace it with art and imagination within architexture.Reintroduce the brand’s initial values of showmanship, amusement and joy of lifeSimplify it’s complicated conceptsAdd aisthis, which means emotion.Add I(eye)ndividuality it means ego and eyebeautysence
  • At the moment, Miyake is considered in the area of Thought. He is ‘The architect’, a type of ‘Ruler’, like Zeus. Not an agressive one but rather a silent power. An additional previously neglected emotional element would result in a movement towards Apollo.Apollo is the god of the sun, which gives him characteristics such as handsomeness, happiness, optimism and a fiery temper. Heis also known as the god of oracles (Delphus Oracle), music and poetry. Besides his artistic skills he is also known as the god of moral order and logic. Inspired by his characteristic, the brand should keep its rational and ethical side, but also add some new values such as joy of life, amusement, beauty, aisthisis and ‘poetry’in order to stimulate emotions.
  • In the past, Experimental Freedom in the relation between clothing and the human body. After the experience of America as a great cultural mix, Miyake was impressed by the ideal of freedom, which was implied in the American dream. Freedom was to become the studio catchwordMiyake’s A-POC concept garments are installed brilliantly as uncut lengths of fabric perforated and worn by a group of mannequins.Emotionally fulfill
  • Past: He doesn’t make fashion, he makes clothes that combine non-traditional materials and futuristic techniques with traditional Japanese fabrics to create an artistic interpretation of his country's culture and costumes across the ages.Present: this is done through experimentation with fabric/material to develop both fanatic element and practical “clothe for real life.” “Living clothe” designed for action with pronounced simplicity.
  • Red: FUTURE recommendationsConcept stores should be increased!!!Flagships: Paris 1979, New York 1987, London 1989 , add more in more cities.
  • Rebranding Issey Miyake

    1. 1. Filly SimaKaterina SarahNibal
    2. 2. Basic Information 1971:  1st Issey Miyake brand collection  ISSEY MIYAKE INC. Is established  “ISSEY MIYAKE MEN” 1993: PLEATS PLEASE 2000: A-POC, Cauliflower, HaaT 2007:  Dai Fujiwara’s 1st collection. Who Miyake is  Incorporation of A-POC into ISSEY MIYAKE as a design solution: A-POC inside 2009: Concept shops 24 ISSEY MIYAKE 2010: Bao Bao ISSEY MIYAKE 2011: Yoshiyuki Miyamae’s 1st Spring collection
    3. 3. Mapping the values (past) HIROSHIMA CHIC KIMONO WEST MEETS EAST PHILOSOPHY INDIVIDUALITYDEMOCRATIZATION INTELLECTUALITY NATURE UNIVERSAL FREEDOM CULTURE TRADITION ZEN CUBISM PRAGMATIC THE MA ARCHITEXTURE EXPLORATION GEOMETRY BRAND NEW OLD ISSEY MIYAKE EXPERIMENTATION SHOWMANSHIP INTERACTION TECHNOVATION SCIENCE ARTISTIC MOOD FUNCTIONALITYAMUSEMENT EFFICIENCY ORGANISATION JOY OF LIFE
    4. 4. Mapping the values (Present and Future) HIROSHIMA WEST MEETS EAST INDIVIDUALITY CHIC KIMONO I(EYE)NDIVIDUALITY PHILOSOPHY INTELLECTUALITYDEMOCRATIZATION UNIVERSAL CULTURE NATURE OLD HUMANISM TRENDITION FREEDOM TRADITION ZEN PRAGMATIC CUBISM THE MA EXPLORATION ARCHITEXTURE GEOMETRY ARCHITEXTURAL POET BRAND NEW OLD SIMPLICIFY +TIMELESS EMOTION IMAGINATION ISSEY MIYAKE INTERACTION EXPERIMENTATIONSHOWMANSHIP TECHNOVATION AISTHISIS EXPERIENCE FUNCTIONALITY AMUSEMENT EFFICIENCY JOY OF LIFE ORGANISATION
    5. 5. Archetype The Architect (Ruler): From Zeus to Apollo ZEUS HERMES APOLLO ThoughtATHENA AND HERA EROS & THANATOS Substance Emotion ARES APHRODITE Energy HERACLES DIONYSOS
    6. 6. ArchetypeFrom ‘the Architect’ to the ‘Archtiextural poet’
    7. 7. VisionPRESENTTo explore the potentials of the garements byimplementing new technologies, architecture andfunctionality to them, in order to improve everyday life.Experimentation on the interaction between the garmentand the person.FUTUREContinuation of this concept. Respond to individual needsto be stimulated emotionally and experience newcommodities.“Stimulate the imagination through clothing”
    8. 8. MissionPRESENT FUTURETo be a brand that can combine Continuation of previous mission, buttraditional and western, architextural also:and technological elements, to develop Become a brand that can reallythe garment through the original connect with people through emotion.concept of inovation and practicality. Architecture needs to get back in touchProvide garements beyond fashion. with its emotions and its artistic side.“Not traditionally Japanese not purely Adopt the model of the eternalWestern.” dialogues between ‘utility and poetics, function and image, rationality and metaphysics, technology and art’
    9. 9. Values (Present and Future)Central Expressive InstrumentalIntellectualism Experimentation FunctionalityFreedom Exploration InnovationDemocratization Imagination TechnovationUniversal OrganizationZen ArchitextureEnergy (Ma) EfficiencyPragmatism SimplicifyJoy of LifeAithisisI(EYE)ndividuality
    10. 10. Business Model (Present and Future) The Eccentric The Eccentric The Elite (original meaning of the word: people with distinctive attributes) FunctionalTechnovative Functiona Sensorial Technovative
    11. 11. CLIENTS The Eccentric The Elite Consumers: Eccentric intellectuals. Japan- Osaka: “Non-Male Male” Channel: About 10 are DOS (Japan, France, England) amongst 400 points of sale. Business Increase the number of DOS and countries, make more concept stores. Help the client sence what is Issey Miyake. Occasion and use: Formula Form[a]casual, functional, provoke sentiments and reactions, amuse, express I(eye)ndividuality, Work on the concept of slow fashion. OCCASION AND USE Functional Sensorial Know-how: Present and Future Traditional handcrafts and techniques. Futuristic technology. Architexture. New methods of collaborating with artist and manufacturers. Reality Lab experimentation. Material: Combination of wool, nylon, and polyurethane. A more complex weave made of 100% cotton. Elastic was later added. Steam strech. Mineral miracle. Categories: Fragrances, Watches, Womenswear, Menswear, Accessories, and Shoes. Price Levels:TECHNOLOGY Mid – High, double the price in the higher end lines (introduce a different scarcity of the product)Technovative
    12. 12. Work CitedFashion in Motion: Pleats Please by Issey Miyake. V&A. May 2001. http://www.vam.ac.uk/content/articles/f/fashion-in-motion-issey-miyake/Ferrarini, Paolo. 132 5. by Issey Miyake. Cool Hunting. Style. Feb. 28 2012.http://www.coolhunting.com/style/132-5-issey-miyake.phpHolborn, Mark. Issey Miyake. 1996Irving Penn, Kiyoshi Kanai. ISSEY MIYAKE: Photographs. 1988Issey Miyake, 2006 Hall of Fame. Art Directors Club. 2006. http://www.adcglobal.org/archive/hof/2006/?id=2Jenna. Future Beauty: 30 Years of Japanese Fashion, Barbican Art Galley, London.Nov. 18th 2010.WornThroughhttp://www.wornthrough.com/2010/11/18/future-beauty-30-years-of-japanese-fashion-exhibition-notebook-part-1/Kyoto Costume Insitute. Fashion from the 18th to the 20th Century (Icons). 2004MIYAKE, Issey. Fashion Encyclopedia. http://www.fashionencyclopedia.com/Ma-Mu/Miyake-Issey.htmlhttp://www.youtube.com/watch?v=4gdxhNnytSs&feature=fvwphttp://www.youtube.com/watch?v=4gdxhNnytSs&feature=fvwphttp://www.youtube.com/watch?v=4gdxhNnytSshttp://www.youtube.com/watch?v=lMFnu2N1uTM

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