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  1. 1. DishiWen<br />Yashan Yu<br />Nerea Dominguez<br />FinaCilian<br />
  2. 2. The existing core target: <br /> Sexy and charming woman in her 20s and 30s who expresses her individuality and femininity through the clothes and accessories which are her arms of seduction.<br />Vision:<br /> The vision of life from a sentimental point of view and the vision of love, but not the vision of the woman.<br /> Mission: <br /> To offer an original and accessible fashion style.<br />
  3. 3. Legend<br />Myth: thefemalepower, thefemininspirituality,<br /> female magical powers; <br />Sign: heart expressing the idea of being in love ;<br /> White is the color that represents purity, neutrality, and youth;<br /> Black represent ideas such as elegance, power, sexuality, sophistication, mystery, style;<br />Rituals: creating confidence while giving the feeling to its customers that Morgan products are the best arms of seduction;<br />
  4. 4. New MORGAN- a luxury brand<br />The new core target-a younger target: passionate, seductive, rebellious and mysterious woman who expresses the vitality and the power of love;<br /> aged between 18-30 years<br />
  5. 5. Morgan vision<br /> The vision of the passional, modern,glamour and elegant woman in love whose extreme attitude is SEDUCTION.<br /> The vision of a woman with history.<br />Morgan mission<br /> To become a distinctive and seductive luxury brand by creating a strong brand identity and a new image of the extreme, modern and elegant woman expressing her vitality through the power of seduction.<br />
  6. 6. Morgan identity<br /> An new Morgan focused on authentic qualities;<br /> “The best costume” provider to modern women to support their roles in different scenes from office, events, sports scene to clubs. There is no bound of time, age, culture and etc.<br /> Morgan new logo<br /> Typography <br />
  7. 7. New Morgan style<br /> A unique style, combined from: modernity, elegance, glamour, subtle sexuality, youth;<br /> It expresses the vision of the SEDUCTIVE and passion woman.<br />Morgan competitors<br /> Brands whose style is: extravagance, sensuality elegance, sexuality.<br /> Morgan is the symbol of SEDUCTION.<br />
  8. 8. New anthropological brand structure<br />Myth evolution:<br /> Symbol of creative , strong, independent woman.<br />Rituals evolution<br /> participate in events regarding fighting for power of female community protecting women( domestic violence); not only buying cloths ,but investing in the women power.<br />Signs evolution<br /> Red heart, symbol of furious love.<br /> Attention: an active love-the woman who loves, not passive-white heart, a woman who is loved but not who suffers.<br /> White: innocence<br /> Black circle: delimitates the Morgan micro univers to wich a woman can belong . <br />
  9. 9. THE NEW PRODUCT<br /> A limited edition of luxurious watches for both women and men, marketed under the name CHROMOSOME XX made from the rarest materials that exist:<br /> metal from the hull of the Titanic,<br /> Moon dust and original fragments of Apollo 11. <br />
  10. 10. Morgan flagship<br />A flagship store to serve as a clear expression of the image, value and aspirations of the brand within the French market.<br /> A highly visible, spacious, radiant and bright, wellstructuredflagshipdesigned by a modern architectural concept.<br />Other then providing a space to host celebrity events, the flagship store also provides the opportunity for the company to showcase their entire collections to the fashion press, especially at the launch of a new season.<br />
  11. 11. The flagship description<br /><ul><li>A high heel shape which is the symbol of feminity, elegance, seduction;
  12. 12. A high and ”silhouette” building ,the symbol of aspiration; a second Eiffel tower in Paris, another city attraction;
  13. 13. The colours are black (black marble for exterior),red and white;
  14. 14. The base of the high heel is a heart;
  15. 15. The wide mirrors,crystal and translucent walls create the perfect contrast to the dark, serious but extremely elegant exterior of the building;</li></li></ul><li>Black Marble<br />Diffuse red light<br />Black <br />marbleMarble<br />Diffuse light<br />
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  19. 19. MMOOD BOARD<br />
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  24. 24. Thank you and …<br /> don’t let you seduced!<br />