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Rebranding Issey Miyake

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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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