The document discusses several contemporary fashion labels including Carven, Jonathan Simkhai, Band of Outsiders, N021, Trademark, BLK DNM, Mother of Pearl, Tome, MSGM, and Sandro. For each label, it provides information on their location, background, aesthetic/style, celebrity fans, and typical price points. The document aims to research and describe contemporary fashion labels and their target consumer bases for merchandising purposes.

2. O MERCHANDISING FUNCTIONS IN
ORGANISATION
O Research contemporary fashion labels
O And their consumer base
O Shweta Iyer

4. Contemporary???
O “contemporary.” is Meant to describe labels with a
designer aesthetic and more accessible price
points (and we use the term “accessible” loosely,
with most pieces averaging out around $500),
O the term means big bucks where the fashion
industry’s concerned, having become one of the
biggest areas people spend their money in the last
few years.

5. O Contemporary apparel is clothing that is accessible, in price
and in terms of the way people wear it.
O The contemporary category often contains more modern-
style clothes compared to the higher end luxury market.
O The voice of the contemporary industry is a bit more modern
and a tad younger (not always, but often).
O With the rise of bloggers and social media turning designer
goods into Instagram bait, the market for conspicuous
consumption has never been higher.
O But despite this overwhelming urge to own a piece of luxury,
the reality is that most credit cards aren’t equipped with
Céline-level spending limits.

6. Need for contemporary fashion
O The contemporary brands fashion market is clearly brimming with a
high level of competition.
O The up-and-coming contemporary designers are forced to
continuously compete with older, established luxury brands in the
targeting of the younger generation of consumers.
O The contemporary market began out of consumers’ need and want to
own versatile clothing that could be worn on a daily basis.
O Stylish consumers were hungry for locating a head-to-toe outfit that
luxury brands create, but could be sold at a more reasonable price
point.
O The luxury industry makes clothing for occasions that are special, not
for a woman’s everyday life.
O Designer collections and Haute Couture lines are great, but trendy
women with a little less money to burn needed an alternative.
Contemporary apparel is clothing that is accessible, in price and in
terms of the way people wear it.

7. Difference between
contemporary and luxury
brands
O The contemporary category often contains more modern-style clothes compared to
the higher end luxury market. The voice of the contemporary industry is a bit more
modern and a tad younger (not always, but often).
O So what do the brands in this category all have in common? It’s all about quality.
O
O Even the most basic item feels luxurious and are finely crafted. Many labels offer a
strong brand aesthetic and, in some cases, are almost contenders to leading luxury
brands.
O Contemporary brands need to go beyond simply offering trendy fashion items.
Quality fabrics and trimming on all products are important for the brand.
O In today’s world many consumers are shopping across categories. The
contemporary shopper and the luxury shopper may actually be the same person.
O Affluent consumers are shopping across categories, and less affluent consumers
are shopping up levels as far as they can comfortably reach. As the turnaround of
catwalk trends on the high street becomes even quicker, with new items dropping
in-store every week, people are turning to these labels .

8. Advantages
O Contemporary labels allow you to up your designer
arsenal without forcing you to exist on an exclusively
Kraft Dinner diet,
O but the pieces are also constructed with everyday
wear in mind (no couture-like assembly required).
O Not to mention that contemporary lines still boast
that oh-so-coveted designer aesthetic and quality
craftsmanship—perfect if you’re looking to break
away from the usual suspects in fast fashion retail.

10. Carven

11. O Location: Paris
O Bio: Founded in 1945, Carven has enjoyed a resurgence since
the hiring of designer Guillaume Henry in 2009, who
transformed the house from old-school couturier into the cool
girl’s label du jour.
O Despite his success at refurbishing the nearly 70-year old
brand, Spring 2015 was Henry’s last season with Carven, as he
moved on to Creative Director at Nina Ricci.
O MO: Emphasizing an aesthetic that is the perfect marriage of
hyper-femininity and urban sportiness, with a penchant for
details such as cutouts, prim collars, and playful prints.
O Celeb Fans: Emma Watson and Alexa Chung
O Price: Sweatshirts start at $300 with dresses retailing for just
under $1,000.
O Contemporary Fashion: https://youtu.be/3zRLa8BhKuY

13. Jonathan Simkhai

14. O Location: NYC
O Bio: His first womenswear collection was shown in 2010,
where Simkhai debuted his take on dressing for today’s
cosmopolitan woman. A master at tailoring oversized pieces to
flatter the female form, his designs run the gamut from
exaggerated boxer shorts to basketball jerseys.
O MO: Presenting a refined style of dressing that speaks to a
girl’s tendency to borrow her boyfriend’s clothes.
O Celeb Fans: Julia Restoin Roitfeld and Emily Ratajkowski
O Price: $200-$400.
O https://youtu.be/szTFyUP_ekQ

15. Band of outsiders

16. O Location: Los Angeles
O Bio: Scott Sternberg originally founded Band of Outsiders as a
minimalist menswear collection in the midst of the gaudy
aughts. The brand’s success was so resounding that it led to
the creation of a womenswear line in 2007.
O MO: BoO’s monikers include a variety of takes on uniform
dressing, including shrunken schoolboy blazers, narrow
oxford-cloth shirts, and impeccably cut trousers.
O Celeb Fans: Michelle Williams and Karlie Kloss
O Price: Ranges considerably, from $125 for a polo to almost
$2,000 for a trench coat.
O https://youtu.be/vmvFAg313aI

19. N021

20. O Location: Milan
O Bio: Started in 2010 by designer Alessandro Dell’Acqua, the
brand offers a smorgasbord of whimsical designs that can be
effortlessly integrated into a modern wardrobe.
O MO: To re-invent the accepted categories of fashion by
throwing opposing ideas together (think “military rococo” or
“bourgeois matrons”).
O Celeb Fans: Rita Ora
O Price: Coming in between $400-$1,800, these pieces are
guaranteed to get their money’s worth as conversation starters.

21. Trademark

22. O Location: NYC
O Bio: Founded last year by sisters Pookie and Louisa Burch (ex-
step daughters to one Tory), the line offers apparel and
accessories in the vein of classic American sportswear.
O MO: Taking a no-frills, almost generic approach to modern
dressing, the FW14 season is all about ankle-clearing trousers,
high-necked sweaters, and monastic slides—French
schoolgirl-cum-Amish countryside, if you will.
O Celeb Fans: Elizabeth Olsen and Leandra Medine
O Price: $200-$300 for separates and around $500 for dresses.

23. BLK DNM

24. O Location: NYC
O Bio: Developed by popular Euro designer Johan
Lindeberg in 2011 with the intent to create a hybrid
category of “rebellious classics” using a variety of
inventive tailoring techniques for denim and
leather.
O MO: Making clothes for ambitious women looking
for that elusive mix of New York grunge and
Parisienne chic.
O Celeb Fans: Chloe Sevigny and Emily Weiss
O Price: Jeans begin at $215 with jackets going for
around $800

25. Mother of pearl

26. O Location: London
O Bio: Re-launched in 2008 under the creative direction of Amy
Powney, the brand has honed its attention to colour,
embellishment, and athletic details.
O MO: Maintaining a focus on artisanal craftsmanship, each
season MoP collaborates with a different artist on unique prints
to be featured within the collection (Spring 2015 saw the
influence of British artist Mat Collishaw’s grotesquely beautiful
“Insecticide” series).
O Celeb Fans: Elle Fanning and Susie Bubble
O Price: $300-400 for printed sweatshirts and canvas sneakers,
with crystal-encrusted coats going for over $1,000.

27. Tome

28. O Location: NYC
O Bio: Tome is the culmination of best friends Ryan Lobo and
Ramon Martin’s 13-year-long dream to start their own line.
Their collections revolve around strong women, and as such
a female artist is always incorporated into the pair’s work
(past names include Georgia O’Keeffe and Ana Mendieta).
O MO: Designs exude a distinct earth goddess vibe, with even
the most gamine of garments looking as though they’ve been
carved and sculpted.
O Celeb Fans: Hannah Bronfman and Dakota Johnson
O Price: Separates come in at $300-500 and dresses begin at
$600.

29. MSGM

30. O Location: Milan
O Bio: Started in 2008 by DJ-turned-designer
Massimo Giorgetti, who cited his interest in indie
music, contemporary art, and the online revolution
as motivating factors behind his foray into
entrepreneurship.
O MO: Subscribing to the “more-is-more” school of
thought, Giorgetti has an affinity for kaleidoscopic
colours and shapes, which has earned him a cult
following among bloggers.
O Celeb Fans: Chiara Ferragni
O Price: Separates are around $400, while some of
the line’s more elaborately printed dresses can hit
upwards of $1,000.

32. Sandro

33. O Location: Paris
O Bio: Started by Moroccan-born Evelyne Chétrite
and her husband Didier in the heart of the Marais in
1984.
O MO: Focusing on details that are elegant and
effortless, Sandro’s specialty is personifying that
coveted brand of French je ne sais quoi and
insouciant edginess.
O Celeb Fans: Taylor Swift and Reese Witherspoon
O Price: Separates total between $200-400, while
their impressive selection of leather accessories fall
into the $500 range

38. Reference
O www.notjustalabel.com
O Follow blog of
http://www.xandrajane.com/blog/

39. youtube
O https://youtu.be/-dXB4ySMuh4
O https://youtu.be/hoqZ641-Q34
O https://youtu.be/laY4rnnd7MQ