In this presentation we tried to develop brand content for APC, in order to develop the brand image and the way their are perceived. Through social media, and others aspects.

1. Brand Content
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3. Brand: the story telling
Jean Touitou, a Tunisian designer, founded the label “Atelier de
Production & de Creation” or A.P.C in 1988.
He created one of the most well-tailored, simple labels & timeless
pieces, specially in raw-denim.
Today, after 24 years, A.P.C has developed a lot & is one of the leader
into the the ready-to-wear brands.
A.P.C has spread his image through the world and different locations
including Paris, London, Tokyo, New York, Osaka, & Hong Kong.
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4. Minimalism
Androgyne
Bourgeois Bohème

5. Press Play

6. Actual Content
Currently APC can be define by a way of life, it represents the
modern people living in big urban cities such as Paris, London, New
York and even Tokyo.
They are define by their sobriety for the first years the weren’t even a
brand name apposed on the clothes made by APC
This brand has a huge potential to develop their brand content, they
currently only use those mediums trough music production and
compilation and a kindergarten.
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7. Extending the existing content:
• Counter event during the
fashion week
• Organise an exhibition of
fake advert on the theme
of the consumerism in our
society
STORYTELLING
• Develop the music
production to a planned
launch of compilation.
• Presentation of Stars
through their favorite
artwork
LIFESTYLE
• Developing the program
for older kids, and even
propose conferences or
« master class »
• Launch a photo
documentary based on the
existing kindergarten as a
APC advert
SCHOOL

8. APC try to educate kids across a different approach of the Education.
They develop a school work through « new type » of pedagogy and use several tool as
books, images, movies very present today on our society.
Discover the world & develop an open-minded vison & perception around ourselves is
a key.
They could organise exhibitions & conferences to present these «New Vision of
Education »
In Paris places such a le Carreau du temple could easily host those events and match
the initial target of the brand, that will follow this willingness to exchange with other
opinions through the vector of APC
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Education is key

9. In order to promote these initiatives that are based on our existing
kindergarten an the alternatives that we are willing to develop a photo
documentary.
It will showcase all of the kids in our kindergarten in an exclusive kids
line made by APC.
It will both represent the core of the brand through our clothes but it
will also present our alternatives and the lifestyle that comes around the
brand.
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« Education is what remains after one has
forgotten what one has learned in school. »
Albert Einstein

10. Lifestyle
They are already used to music production but only through individuals
artists, they do not use them to brand them under the logo APC
through a compilation.
Buddah Bar, Colette, Agnes B all of those brands are very successful at
spreading their brand content. One way to do it is through compilations
of music that showcase the values of the brand.
Jazzy Classy Light music to match the environment and present the
brand under another point of view.
By releasing 1 compilations a year to build up some hype and only use
the best content that we could find.
This could even be promoted trough several lives performances of
artists on the compilations the day of the launch in one major store by
country.
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11. Art
The idea here is to present celebrities through questions centered around
art in order to match those celebrities inspiration to the brand itself.
Those type of contents only appeal to a certain target but it’s proper
brand content that suits the strategy that we want to established.
This is kind of the introduction for our futur exhibitions.
Celebrities that could match our brand:
• Emily Ratajowski
• Pharrel Williams
• Kaws
• Kavinski
here is an inspiration of those types of videos made by Vogue
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12. Story Telling
In 2012 for their 25 birthday Jean Touitou presented an exclusive
collection with Vanessa Seward but he refused to organize a real show
as he find them to onerous and not useful.
We want to take advantage of this differentiation from our competitors
to organize all the events that we presented before during the fashion
week in Paris.
This calendar to create a counter event that will talk about reality and
not confine to the exclusivity of luxury.
This will help to enhance the vision of our brand and make it clear to
all of the consumers.
All those events and action will be available on the Youtube APC (that is
not exploited as for now) and on all the classic social media (Facebook
Twitter Instagram WeChat)
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13. Exhibition:
In the first word of the books 99fr by Frederic Beigbeder, the main
character present itself like:
« Je me prénomme Octave et m'habille chez APC. Je suis publicitaire : eh oui, je
pollue l'univers. Je suis le type qui vous vend de la merde. Qui vous fait rêver de ces
choses que vous n'aurez jamais. Ciel toujours bleu, nanas jamais moches, un bonheur
parfait, retouché sur PhotoShop. Images léchées, musiques dans le vent. »
we want to get back to this to organize a competition betweens
advertising agencies to create fake adverts that would either present the
reality of the product or just take a stand in the protection of our world.
This competition will then turn in an exhibition representing the
consumerism of our society.
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14. Thanks for reading
Antoine Vaugier