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Brand Collaboration: Chuck X SL
- 1. + Brand Collaboration Module 7 Jackie Quilario Shraddha Kutty
- 2. + Table of Content -Brand History -Different Brand Collaborations -Benefits to the Consumers -Mission Statements -Competitor Analysis -Collaboration Proposal -SWOT Analysis -Unique Selling Point -Target Market -Marketing P's
- 3. + Brand History:YSL/Saint Laurent Yves Saint Laurent born on August 1, 1936 in Oran, Algeria 1961YSL founded by Yves Saint Laurent and Pierre Berge In 1966 he created arguably one of the most famous classic tuxedo for women – ‘Le Smoking’ suit • 1966 YSL introduced luxury ready-to-wear; Saint Laurent Rive Gauche
- 4. + Brand History:YSL/Saint Laurent 1999 YSL bought by GucciGroup/ PPR/ Kering June 1, 2008 The Designer died in Paris on from brain cancer 2002 Closing of Haute Couture House, Designer retired 2012 Saint Laurent Rive Gauche:The Revolution is launched 2012 Heidi Slimane takes over Creative Director 2012 Re-branding Sales experience strong growth, especially in ready- to-wear
- 5. + Brand History: Converse 1917 Converse All Star- the 1st Basketball shoe Chuck Taylor for the Low Cut All Star 1962 Low Cut All Star sneakers make their colorful debut • 1972 Print Ad for Sears 1936 Chuck Taylor designed White All Star High Tops for Team USA at the Olympic Basketball championship
- 6. + Brand History 1984 Team USA wins gold at Olympic Basketball championship wearing Convese 2005 Converse launches Dwayne Wade Shoes • 2008 Converse celebrates 100 years anniversary with Converse Century
- 7. +Types of Brand Collaborations: NIKE x LEVI’S 2012 USA Team 511 Skateboarding Jean $198 511 Skateboarding Jean $98 Denim Trucker Jacket $128 Omar Salazar LR shoes $85 Dunk Low Pro SB $98
- 8. + Inspired by Japanese‘boro’ patchwork with three different suedes creating a mismatched effect and lined with luxurious Angora hair. Genuine sheep wool lining, with shearling, knit sweater material. Interior is lined with faux fur. 1970 Zip - Cashew $200$250 Types of Brand Collaborations: CONVERSE X MISSONI FALL 2014 Chuck Taylor Hi 1970 Zip
- 9. +Types of Brand Collaborations: KANYE WEST x ADIDAS ORIGINALS 2015 Initial run with only 9k pairs. Purchase to be booked via “Confirmed” Adidas official app $350
- 10. +Consumer Benefits High-end piece for everyday wear Comfort + Luxury Affordable price range Exclusivity// One-time collaboration
- 11. +Brand Collaboration: Mission Statement “Saint Laurent Paris aims to create and market highly desirable products through innovation and unparalleled quality and design” (Kering Report, 2013) Converse believes that “unleashing the creative spirit will change the world.” (Converse.com)
- 12. + Competitor Analysis Vans // Born 1930,The brand primarily makes skateboarding shoes and other types of sneakers catering towards the extreme sports youth K-swiss // Founded 1966, K-Swiss, Inc. is one of the fastest-growing athletic shoe companies in the footwear industry. It remains one of the most influential sneakers of all-time, winning numerous awards for excellence and success over our nearly 50 years in existence Adidas // Founded 1949,They offer consumers products from street fashion to high fashion, all uniquely inspired and linked to sport
- 13. + Competitor Analysis: Vans (Parent,VF Corporation)
- 14. + Competitor Analysis: K-Swiss (Parent, E-Land)
- 17. + SWOT Analysis Strengths Strong Reputation & Heritage Affordable Timeless piece Innovative Weaknesses Lack of Recognition - Brand Identity Opportunities Emerging new economies Threats Brand awareness & loyalty among youth
- 18. + Unique Selling Point Simplistic design, which by wearing can generate a reinvented old- school essence Modern, fresh & sophisticated
- 19. + Target Market Age 20-40 Upper Middle Class Income $45,000-$60,000 Includes savvy high school and College/ Grad students who appreciate the legacy of the brand (Converse) already College/ grad students who are potential brand loyalists for (SL) Alternative fashion
- 20. + Marketing 4Ps Product // As a high end everyday piece.They serve a practical use. Chuck x SL provides self-expression, free-spirit and creativity for every owner Price // Price point at $300.00-$350.00.With the luxury fashion price points can vary, according to customization Promotion // Full-page advertisements in fashion publications (ex. Vogue,TeenVogue, Cosmopolitan, Elle). Others include via website, Facebook,Twitter Place // Mid to High-end department stores. Also open to a worldwide audience who can purchase Chuck x SL products at home. (Eg. Macy’s, Saks, Selfridges, Debenhams, Dalston, Barney’s, House of Fraser)
- 21. + Sl/01h, Saint Laurent Signature court classic SL/01h $695 Collaboration Proposal: Chuck X SL Leather All Star Hi Tops $70
- 22. +Collaboration Proposal: Chuck x SL/01H
- 23. + Brand Mockup Shoe Box // In sole // Website