Project for Advanced Fashion Production.
Istituto Marangoni, Milano, July 2014
Analysis on existing brand and past collections. Develop and design the concept of a new collection respecting the brand's identity and based on the season's trends.
This week I worked with the Italian luxury fashion house Valentino, now owned by the Qatari royal family. In this presentation you will find a brief history of the brand, my interpretation of its DNA and the Luxury Codes Prism applied to it step by step.
Please check the Google Presentation to enjoy the full audiovisual experience:
https://docs.google.com/a/ied.edu/presentation/d/1IBIOkiAfAq4ipSJ2OOTF7k-y8Y5yKXRFEF9Ka1Ur_Gc/edit?usp=sharing
Feel free to comment!
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
Project for Advanced Fashion Production.
Istituto Marangoni, Milano, July 2014
Analysis on existing brand and past collections. Develop and design the concept of a new collection respecting the brand's identity and based on the season's trends.
This week I worked with the Italian luxury fashion house Valentino, now owned by the Qatari royal family. In this presentation you will find a brief history of the brand, my interpretation of its DNA and the Luxury Codes Prism applied to it step by step.
Please check the Google Presentation to enjoy the full audiovisual experience:
https://docs.google.com/a/ied.edu/presentation/d/1IBIOkiAfAq4ipSJ2OOTF7k-y8Y5yKXRFEF9Ka1Ur_Gc/edit?usp=sharing
Feel free to comment!
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
The brand is attached with the name of Jimmy Sommers and that has a lot to offer in the context of success to him as well. Jimmy Sommers Wildfox came into being in the year 2007 and has been famously attracting the young generation of ladies by offering stylish, glamorous and finest quality clothing collection. The brand name has been offering denim, intimate, sweaters, chiffon, sequins and all the latest kind of clothing accessorized with the latest trends as well.
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Founded in Bondi Beach Australia, Banjo & Matilda are known globally for their fun statement sweaters and luxe cashmere basics, The team work, from their design studios in Sydney, producing new knitwear collections each season and are now stocked in international retailers such as Net-a-Porter, Shopbop, Harvey Nichols London, Neiman Marcus, Intermix New York, David Jones Australia and launched in 2008 with a mission to take the Australian beach-lifestyle to the world … in a sweater.
Having established our relationship with founder Ben Macpherson when he was CMO of Pie Face, we are proud to have worked with Ben and co-founder Belynda to take their global investment story to the US on a recent capital raising to establish the the basis for the next phase of growth for this rapidly growing brand
Oh and guys? … if you really want to get on the good side of your significant other, go grab them one of the stylish, luxurious pieces from their online store at http://www.banjoandmatilda.com.au
Get a New Look with the World of Aesthetic Street FashionFashion Oso
We all know someone that’s started their journey down the world of aesthetic street fashion. Making your own take at the streetwear craze can be a fun way of expressing yourself towards other people.
The Greatest Streetwear Brands On The Planet Right NowIsabella
Haute couture and urban fashion are now largely indistinguishable from one another, leaving people’s idea of what a streetwear brand actually is in disarray. In actuality, streetwear now just has a broader definition. It covers the hip-hop leaning old-school, the fashion-forward new-school, and everything that falls in between. So, to help set the record straight, here’s a rundown of the greatest streetwear brands on the planet right now and why they’re worth your attention.
Reinventing Tax-Free shopping for travellers, online stores and offline retai...globalbrandmagazines1
ideas, opinions and taste for fashion. In reality, Zara is also helping in giving birth to new trends through its stores or even helping in extending the longevity of some seasonal styles by offering affordable lines.
Sneakers Industry And The Great Investment.docxReverlavie
Sneakers are cool and it’s a revolutionary fashion product. According to the brand’s marketing, they are made of soft leather and feature comfort and protection until the end.
Over the last few years, a number of sneaker brands have faced financial difficulties. The industry is not just volatile – it is also very competitive and evolving rapidly.
Milestone 3.1History of the companyThese are not football boo.docxannandleola
Milestone 3.1
History of the company
"These are not football boots, they are golden slippers”: so spoke the famous soccer player John Charles, referring to a pair of football shoes as comfortable as slippers. The shoes at issue were produced by an Italian company which still today is synonym of high quality, passion, attention for the details and above all made in Italy: Calzaturificio Lazzarini, today worldwide known as Pantofola d’Oro, the Italian translation for golden slippers.
The history of this pillar of the Italian shoe industry dates back to the year 1886, when the family Lazzarini established the new-born factory in the little town of Ascoli Piceno in the middle of Italy. Anyway it was not until the half of the last century, that the company became the colossal that is nowadays. In fact it was in the 50s that the soul of Pantofola d’Oro, Emidio Lazzarini, inherited his father business, who in turn had took over Emidio’s grandfather, the business founder.
Emidio managed to give new life to the company production from a personal necessity. He was a wrestler and he wanted to design and realize a pair of shoes which could enable him to feel more comfortable and to have better performances. As a result he created a more enveloping, softer and suitable shoe, which soon became the reference product in the branch of sport footwear, especially for soccer player. Since that moment on many football stars have worn Pantofola d’Oro such as Rivera, Falcão, Van Basten and Lev Yashin.
However this golden period came to an end in the 90’s, when things started to get worse for Pantofola d’Oro, due to the cutthroat competition dictated by the multinational competitors in the sector. So in 2001, to revamp the production processes of the company and to reestablished the key role of Pantofola d’Oro in the market, CEO Kim Williams together with chairman Massimo Ubaldi decided to invest also in leisurewear and in shoes suitable for other sports such as rugby or cycling, obtaining an extraordinary success which allowed the company to reinvest in the soccer segment too. Moreover with this new product line Pantofola d’Oro set foot into the fashion industry, always focusing on high quality standard and handcrafted processes, signing also the shoes worn by Spiderman in his last movie.
With a turnover of about 12,7 million dollars in 2011, a stabilized presence in 40 lands and a growth rate of 30-40% every year, Pantofola d’Oro can be properly considered a solid Italian company, which has been able to export its high qualified products and the peculiarities of Made in Italy beyond the national limits.
International operations
With the new millennium, Pantofola d’Oro has begun to extend its operating range overseas. After having served the European markets for more than a century, the Italian company has decided to conquer the customers in North America as well as in the Far East. The main overseas partners are the Usa, Korea and China, where important coll ...
What Makes Candle Making The Ultimate Bachelorette CelebrationWick & Pour
The above-discussed factors are the reason behind an increasing number of millennials opting for candle making events to celebrate their bachelorette. If you are in search of any theme for your bachelorette then do opt for a candle making session to make your celebration memorable for everyone involved.
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
2. History
Lacoste started off as a bet. In 1923 Rene Lacoste made a bet with the captain of
the France Davis Cup team, Allan H. Muhr, who promised him a crocodile-skin
suitcase if he won a big match for the team. The event was then reported in an
article in which the journalist nicknamed him Rene Lacoste “The Crocodile”. This
then became his nickname by the American public and was further demonstrated
on the tennis court by never letting go of his prey.
His friend, an illustrator, designed the crocodile which he embroidered on the
blazer he wore on the court.
By the end of the 1920‟s Rene Lacoste had designed a batch of loose-knit cotton
shirts made for his personal use. They proved themselves on the tennis courts, by
withstanding the American heat and being sweat absorbent. It also became a first
since tennis players had previously been wearing long-sleeved city shirts with
warp and weft fabric.
By 1933 Rene Lacoste had teamed up with the great hosier, Andre Gillier and had
launched the industrial production of his polo shirt marked with a crocodile, thus
giving birth to Lacoste. It became the first time a brand was visible from the
outside of a piece of clothing.
3. History
After more than 75 years of its creation, Lacoste has become a „Lifestyle‟ Brand
combining elegance and casualness. Lacoste now has a large collection of
products involving, clothing for men, women and children, shoes, perfume, leather
goods, eyeglasses, belts, watches, home textiles and costume jewellery.
The brand is present in over 114 countries.
2 Lacoste products are sold every second around the world through the Lacoste
stores, Lacoste retailers in department stores and a selective distribution network.
The turnover is more than 4 billion euros, 90% of which is outside of France.
They‟ve recently launched a new range called Lacoste Live which they‟ve aimed
at s younger audience.
4. Brand Values
O Tennis clothes
O Golf clothes
O Sports accessories
O Continental European style
6. Target audience
The target audience for Lacoste would be mainly aimed at
tennis and golf players, due to their large range of polo shirts
and sports accessories.
They target around the ages of 19-30 because this is the main
age range that plays tennis which is how the brand started to
begin with. A lot of their casual wear is designed with this age
range and style in mind.
Although it targets a slightly lower age range, it aims for the
people that are higher up the socio-economic who have that
little bit more money to spend.
They have however recently release their Lacoste Live range,
which they have aimed at a slightly younger audience. They‟ve
decided to lower their target audience down to about 16-25.
7. Pricing Strategy
Lacoste‟s pricing style has had some problems over the years.
There was in a stage of Lacoste‟s life where they lowered their
prices which almost destroyed their brand name.
Since then Robert Siegel has recovered the brand name by
raising the prices. He brought back the exclusivity of the
brand.
Their main product and most popular, the polo, is priced at
around £55 - £200 for men depending on the type and style
you want and a bit higher for women at around £65-£200 . The
fitted ones are generally more expensive than the classic
ones.
Some of their more exclusive items such as the jackets and
outwear range from around £135 - £450.
For the majority of all their products they range from around
£50 to as high as around £400 - £500. This is for their middle
range products and their Exclusive range with the highest
prices..
Their lower range products range from around £10 - £30
8. Marketing and PR Strategy
Lacoste generally market their products via tennis and golf pro‟s, as it‟s
the main focus of their entire brand.
By the end of the 90‟s the brand had to change its marketing strategy
to avoid becoming old fashion. It had to modernize itself. To this is it
tried to merge fashion, sport and street wear. It did this by its
advertising campaign.
One of its advertising campaigns showed a love story between a
French tennis player, Arnaud Clement and a Danish singer, Natasha
Thomas. This moved the brand from being tennis orientated and
incorporated a more fashion edge to its products.
They also got Christophe Lemaire, a dressmaker, to renew their
product ranges and create a range of products that were closer fitting
to the body. He also incorporated a larger colour choice for all the
ranges. The logo was also adapted by making it thinner to give it a
more dynamic look.
To keep up with the ever changing fashion, Lacoste extended their
products into accessories such as glasses and hats.
9. Marketing and PR Strategy
Lacoste generally market their products via tennis and golf
pro‟s, as it‟s the main focus In 2003 they organized their first
fashion show in New York. This is because New York is more
of a sports wear city over the normal choice for fashion shows,
Paris.
Another event that Lacoste included into their marketing was
having a sale of t-shirts in a limited series of the Roland
Garros tennis tournament, Lacoste‟s associated sport.
They also emphasized product placement in popular movies
and TV shows in the US. This worked well as they were able
to become a „Hollywood favorite‟. By doing this Lacoste
managed to keep the brand „Hip and relevant‟ in the market as
a lot of popular stars were wearing their clothes.
Lacoste would also gift some celebrities with their products so
they would wear them in magazines. Celebrity endorsement is
a huge marketing point in the fashion industry.
10. Place/ Distribution
Lacoste market their products in a lot of
different places. Mainly their exclusive range
is only sold on their websites or in their own
stores.
Their middle range products such as their
polo‟s and shoes are sold in a wide range of
department stores, but they retain the same
high prices.
11. Successes/Failures
One of the main failures of Lacoste almost
destroyed the brand name. this was
because they had lowered the prices of
their products, which forced them to use
lower quality materials to create them.
This almost destroyed the brand name as
their product were no longer the same
quality that people used to pay for.
12. SWOT
Strength: Weakness:
•Known for quality •Main focus is to provide for tennis and golf
players
•Well known for tennis and golf clothes
•Not as popular with mainstream fashion
•Well known within the sporting world
•A lot of their products are geared around sports
and summer weather.
Opportunity: Threat:
•To possibly expand to other sports •Other sporting companies in terms of general
sport wear. E.g Nike, Adidas
•Extend their range to products suited for other
seasons •Seasons other than summer