Working on initial idea for campaign.. found illustrators who's work will work well initial ideas and style want to create.
Nazario Graziano/ NGD
Issay Kitagawa
Natsko Seki
Wednesday, 20 May 2009
Building on the Idea
Stella McCartney adverts have been worked into in terms of use of illustration and manipulation.
Working on initial idea for campaign.. found illustrators who's work will work well initial ideas and style want to create.
Nazario Graziano/ NGD
Issay Kitagawa
Natsko Seki
Working on initial idea for campaign.. found illustrators who's work will work well initial ideas and style want to create.
Nazario Graziano/ NGD
Issay Kitagawa
Natsko Seki
INSPIRATION: stephen diekmann die unsichtbaren
Further images of Pigeons - developed with use of illustration
Leading onto.....
From developing the concept nature within the city- looked into formation and product design....
Inspiration- NATURE WITHIN THE CITY
Been looking at the idea nature within the city as a form of escapism. Coulour palette has started to form and inspiration gained from within the city including pigeons.
-Clip- Juan Mingarro- Hitchcock devoured by the birds
http://www.youtube.com/watch?v=vATtwGZQO2o
Monday, 11 May 2009
Potential target consumer
Fashion clothing, footwear and accessories have always been used by people to convey an identity. The added dimension of symbolism, which is communicated through the ownership of specific brands and products, enhances identity. It enables an individual greater self expression and group association.’
Jackson.T and Shaw.D 2007: 61
Democratisation of luxury has occurred according to Menkes (2002).T and Shaw.D (2007)stated that the luxury market now comprises of a more diverse population of consumers, as luxury products are pitched at all levels. At the top end and the very wealthy who are refereed to as ‘high net worth individuals.’ (HNWI’s) - those with more than $1million financial assets at their disposal.... Ultra High net worth individuals (U-HNWI’s) -liquid financial assets of US$30 million or more.
Individuals are ‘cash rich time poor’ in terms of lifestyles which have encouraged luxury brands to diversify... focusing in on service experiences.’Western trend and interest on well being which has afforded many brand expansion opportunities.
Robert Polet CEO and chairman of the Gucci Group, believes that consumers of luxury products are becoming more knowledgeable and often know more about fashion than brands know about their consumers. He also perceives consumers are being educated by fast fashion retailers who offer new products every six weeks, creating a shopping rhythm (Polet 2005)
Consumers at different Global points
Consumers vary. Locating Stella McCartney Menswear around the world need to fit in with lifestyle trends and behaviors.
‘Such growth in wealth and consumerism expands the boundaries of luxury and of luxury goods as mass market consumers are able to afford them.’
Jackson.t and Shaw.D 2007: 58
Barry (2008) stated It helps not to be to general. Focusing on a typical person in the audience best advertising in any medium comes from understanding people. But due to Alleres (2003) marketing model showing different segments of luxury- lead to looking at three different typical consumers who can be identified as buying into the different categories of luxury.
1.Accessible Luxury
2.Middle Luxury
3.Inaccessible Luxury
Each at different stages of life Mercer (1996)
1.Bachelor Stage- young, single
2.Full nest 1 or 2 - youngest child under 6, youngest child six or over
3.Newly Married Couples- young no children
Group 3 have joint incomes and tend to spend them, known as so called yuppies beloved of the supply of luxurey goods.
Omar 1999: 63
These groups are most relevant to the product offering. Demography of these age groups are not static. They have all reached the top of Maslow’s hierarchy of needs of self actualization. Consumers have a similar social rank.
A younger and wider audience for luxury goods, such as the ‘nouveaux riches’ of the dot.com and IT worlds is evident indeed 46% of customers of luxury goods are less than 35 years old.
Dubois and Laurent 2002
Hines and Bruce (2008) seen new purchasing patterns can be observed its now seen acceptable to mix and match designer and high street. Cheaper items made to meet the demand from new consumers to be more accessible to entice new consumers. Jackson.T and Shaw.D (2007) claims as society has become more complex and has focused increasingly on the individual, so businesses need to consider a variety of trend information concerned with lifestyle and fashion.’
Umberto Angeloni, luxury expert and former CEO of the Brioni Group, states that the luxury industry patronises and fails to understand the new rich, whom he describes as the Modern Rich. The Modern Rich consumers are knowledgeable, pragmatic, demanding and are now the consumers of preference for the industry.(Supreme Luxury 2007: IHT conference report, WGSN, December 2007)
In a recent survey The Luxury Institute found that 57 % of high-income adults would give greater consideration to purchasing a specific brand that they perceive to be socially responsible. 10 % even say that they would pay a "significant price premium" for such brands.
(Rapaport, October 2007)
The Economist (2005) found trend among the super rich is that of conspicuous non consumption through philanthropy, dressing down and driving beaten up cars, ironically to express an exalted status.
Summerise
Younger consumers dominate the demand for luxury goods and newer products and services are entering the arena. According to Hines and Bruce (2008) Fashion consumers expect innovation and constant change, luxury fashion shorter product cycles have been introduced and investment in innovation has been made to meet the demands of the fast changing fashion market. This has resulted in brand dilution and low entry. But also has led to the development of a spectrum of market segments in the luxury market.
Jackson.T and Shaw.D 2007: 61
Democratisation of luxury has occurred according to Menkes (2002).T and Shaw.D (2007)stated that the luxury market now comprises of a more diverse population of consumers, as luxury products are pitched at all levels. At the top end and the very wealthy who are refereed to as ‘high net worth individuals.’ (HNWI’s) - those with more than $1million financial assets at their disposal.... Ultra High net worth individuals (U-HNWI’s) -liquid financial assets of US$30 million or more.
Individuals are ‘cash rich time poor’ in terms of lifestyles which have encouraged luxury brands to diversify... focusing in on service experiences.’Western trend and interest on well being which has afforded many brand expansion opportunities.
Robert Polet CEO and chairman of the Gucci Group, believes that consumers of luxury products are becoming more knowledgeable and often know more about fashion than brands know about their consumers. He also perceives consumers are being educated by fast fashion retailers who offer new products every six weeks, creating a shopping rhythm (Polet 2005)
Consumers at different Global points
Consumers vary. Locating Stella McCartney Menswear around the world need to fit in with lifestyle trends and behaviors.
‘Such growth in wealth and consumerism expands the boundaries of luxury and of luxury goods as mass market consumers are able to afford them.’
Jackson.t and Shaw.D 2007: 58
Barry (2008) stated It helps not to be to general. Focusing on a typical person in the audience best advertising in any medium comes from understanding people. But due to Alleres (2003) marketing model showing different segments of luxury- lead to looking at three different typical consumers who can be identified as buying into the different categories of luxury.
1.Accessible Luxury
2.Middle Luxury
3.Inaccessible Luxury
Each at different stages of life Mercer (1996)
1.Bachelor Stage- young, single
2.Full nest 1 or 2 - youngest child under 6, youngest child six or over
3.Newly Married Couples- young no children
Group 3 have joint incomes and tend to spend them, known as so called yuppies beloved of the supply of luxurey goods.
Omar 1999: 63
These groups are most relevant to the product offering. Demography of these age groups are not static. They have all reached the top of Maslow’s hierarchy of needs of self actualization. Consumers have a similar social rank.
A younger and wider audience for luxury goods, such as the ‘nouveaux riches’ of the dot.com and IT worlds is evident indeed 46% of customers of luxury goods are less than 35 years old.
Dubois and Laurent 2002
Hines and Bruce (2008) seen new purchasing patterns can be observed its now seen acceptable to mix and match designer and high street. Cheaper items made to meet the demand from new consumers to be more accessible to entice new consumers. Jackson.T and Shaw.D (2007) claims as society has become more complex and has focused increasingly on the individual, so businesses need to consider a variety of trend information concerned with lifestyle and fashion.’
Umberto Angeloni, luxury expert and former CEO of the Brioni Group, states that the luxury industry patronises and fails to understand the new rich, whom he describes as the Modern Rich. The Modern Rich consumers are knowledgeable, pragmatic, demanding and are now the consumers of preference for the industry.(Supreme Luxury 2007: IHT conference report, WGSN, December 2007)
In a recent survey The Luxury Institute found that 57 % of high-income adults would give greater consideration to purchasing a specific brand that they perceive to be socially responsible. 10 % even say that they would pay a "significant price premium" for such brands.
(Rapaport, October 2007)
The Economist (2005) found trend among the super rich is that of conspicuous non consumption through philanthropy, dressing down and driving beaten up cars, ironically to express an exalted status.
Summerise
Younger consumers dominate the demand for luxury goods and newer products and services are entering the arena. According to Hines and Bruce (2008) Fashion consumers expect innovation and constant change, luxury fashion shorter product cycles have been introduced and investment in innovation has been made to meet the demands of the fast changing fashion market. This has resulted in brand dilution and low entry. But also has led to the development of a spectrum of market segments in the luxury market.
Location in Virtual World
Other area to place the brand is the virtual world- which has already been done before ( see Case study Stella McCartney- protest)
‘In the competitive globalised future, business will be conducted in a high speed, often virtual environment.’
Viewpoint 2008: 22
Staring in 1991 by Philip Rosedale Second Life now has 16 million taking part (avatars)in virtual world! Flint. M (2007) claims more and more people turning backs on real world and spending more and more time on their computers in virtual world. Big money to be made in cyber space traveling around using coordinates. Corporate giants Calvin Klein, Rebox and Sony have been attracted to second life, due to the virtual world is fastest growing economy where able to make real money.’
‘In the competitive globalised future, business will be conducted in a high speed, often virtual environment.’
Viewpoint 2008: 22
Staring in 1991 by Philip Rosedale Second Life now has 16 million taking part (avatars)in virtual world! Flint. M (2007) claims more and more people turning backs on real world and spending more and more time on their computers in virtual world. Big money to be made in cyber space traveling around using coordinates. Corporate giants Calvin Klein, Rebox and Sony have been attracted to second life, due to the virtual world is fastest growing economy where able to make real money.’
Interaction and Lead into Site
Banners and pop ups van locate the consumer initially leading to site.
Okonkwo (2005) claimed is it realistic to imagine that the physical luxury retail store environment can be replicated on the internet? According to this business analyst, it is feasible to transfer the prestigious atmosphere expected of luxury fashion
Dall’Olmo and Lacroix (2003) stated the features expected in a luxury web site
Aesthetics
Communication via email
Information on products
Easy to navigate
Information on brand (PR events)
Personalised advice (club, newsletters)
Secure connection
Community (boards, chat)
Clear postage and packages charges
Real time communication
Worldwide
Purchase possibility
Website for luxury companies is perceived more as a communication tool, than a transaction channel. The internet has become an essential part of the communication strategies of luxury fashion brands and though this channel..... Consumers still like to enjoy the pampered experience available in a physical store and the opportunity to display their ability to purchase a luxury item. With the menswear collection- aim is to create a concept of the brand to gain insight- but transactions will be able to be made on........
Okonkwo (2005) claimed is it realistic to imagine that the physical luxury retail store environment can be replicated on the internet? According to this business analyst, it is feasible to transfer the prestigious atmosphere expected of luxury fashion
Dall’Olmo and Lacroix (2003) stated the features expected in a luxury web site
Aesthetics
Communication via email
Information on products
Easy to navigate
Information on brand (PR events)
Personalised advice (club, newsletters)
Secure connection
Community (boards, chat)
Clear postage and packages charges
Real time communication
Worldwide
Purchase possibility
Website for luxury companies is perceived more as a communication tool, than a transaction channel. The internet has become an essential part of the communication strategies of luxury fashion brands and though this channel..... Consumers still like to enjoy the pampered experience available in a physical store and the opportunity to display their ability to purchase a luxury item. With the menswear collection- aim is to create a concept of the brand to gain insight- but transactions will be able to be made on........
Locating online
At present stellamccartney.com only transactional in the US. The internet has just become another way to be social informed and connected. We are now living in an always on culture. Blur between business and leisure (dubbed Bleisure).
E-commerce can be an oppertunity for luxury brands because of the way they can sell customers who have not an easy access to the traditional channel.
Kapferer (2000)
The internet is another form of distribution channel used by fashion luxury companies. The internet serves as both a communication tool and transaction site.
LVMH created their own website eluxury.com
Online - Website design (competitor analysis of websites)
Marciniak and Bruce (2004) saw that the strategic potential of e-commerce can be understood by applying to the product matrix Ansoff.
‘At the same time, E-Commerce for luxury brands presents a threat of commoditization, arising from being
referenced by other portals and being pirated’.
It is important to negotiate access to networks to consumers.Through primary research targeted a range of potential consumers on what they thought of three very different sites- looking at them in terms of concept and layout not colour palette and product offering. (see Appendix for results and findings)
From findings all participants stated they all would like access to shop online and liked the idea of product selection along side and wanted. Websites work best when it is collaborative, connected, instant, open ended and social in activities and functionality.
Inspired by
Hunt Haggarty http://www.hunthaggarty.com/about.html
Who created The Atelier
Viewpoint 2008: 90 stated
Key tactics in new online web site design
Remember to Welcome them to site
Dont just show the product but allow to interact with other customers using the product in the context.
Talk about product in terms of human benefits it delivers rather than its features
Men like to be open to suggestion, decision tree allows flexibility.
Ensure a sense of connection so any form of live chat or access to a live phone line does well to deliver loyalty.
Delivery time for products delivered is short and shorter than time stated.
Think about users lifestyle
Create look books so can view items al together, allows them to put together items.
Website Design
The current website was analyzed and felt that the above was already in place. For the menswear want to develop from the existing site selecting into menswear creating a semantic web that is interactive. Creating the click factor, having speed and ease as well as delivering intimate experience to consumer in a highly targeted and sensitive way.
Want to Customize the experience more by remembering items clicked onto and allowing wish list to be made allowing the interaction to feel tailor made, allowing consumers to feel more like they are in control being part of the message and experience.
Kapferer 2000
E-commerce can be an oppertunity for luxury brands because of the way they can sell customers who have not an easy access to the traditional channel.
Kapferer (2000)
The internet is another form of distribution channel used by fashion luxury companies. The internet serves as both a communication tool and transaction site.
LVMH created their own website eluxury.com
Online - Website design (competitor analysis of websites)
Marciniak and Bruce (2004) saw that the strategic potential of e-commerce can be understood by applying to the product matrix Ansoff.
‘At the same time, E-Commerce for luxury brands presents a threat of commoditization, arising from being
referenced by other portals and being pirated’.
It is important to negotiate access to networks to consumers.Through primary research targeted a range of potential consumers on what they thought of three very different sites- looking at them in terms of concept and layout not colour palette and product offering. (see Appendix for results and findings)
From findings all participants stated they all would like access to shop online and liked the idea of product selection along side and wanted. Websites work best when it is collaborative, connected, instant, open ended and social in activities and functionality.
Inspired by
Hunt Haggarty http://www.hunthaggarty.com/about.html
Who created The Atelier
Viewpoint 2008: 90 stated
Key tactics in new online web site design
Remember to Welcome them to site
Dont just show the product but allow to interact with other customers using the product in the context.
Talk about product in terms of human benefits it delivers rather than its features
Men like to be open to suggestion, decision tree allows flexibility.
Ensure a sense of connection so any form of live chat or access to a live phone line does well to deliver loyalty.
Delivery time for products delivered is short and shorter than time stated.
Think about users lifestyle
Create look books so can view items al together, allows them to put together items.
Website Design
The current website was analyzed and felt that the above was already in place. For the menswear want to develop from the existing site selecting into menswear creating a semantic web that is interactive. Creating the click factor, having speed and ease as well as delivering intimate experience to consumer in a highly targeted and sensitive way.
Want to Customize the experience more by remembering items clicked onto and allowing wish list to be made allowing the interaction to feel tailor made, allowing consumers to feel more like they are in control being part of the message and experience.
Kapferer 2000
Idea to be Located in airports?
‘In 2005 about 10% of all Herms sales were duty free.. Today according to the Tax Free world association annual duty free sales are about US$25 billion- $9.1 billion in luxury goods.
Thomas 2007: 81
From the above quote and due to the difficulties facing in the economic climate.. idea to work on convenience to target the ‘Cash rich - Time poor consumer.’ The channel expansion for fashion luxury brands means that luxury is more accessible to more people, which challenges its rare and specialty so locations need to be carefully selected. Brand placed in a selected few airports that have the target consumer passing through on a continuous basis including-
Heath-row
Dubai etc....
Thomas 2007: 81
From the above quote and due to the difficulties facing in the economic climate.. idea to work on convenience to target the ‘Cash rich - Time poor consumer.’ The channel expansion for fashion luxury brands means that luxury is more accessible to more people, which challenges its rare and specialty so locations need to be carefully selected. Brand placed in a selected few airports that have the target consumer passing through on a continuous basis including-
Heath-row
Dubai etc....
Location Location Location
The end of 2008 saw the opening of Tokyo and Paris stores which lead to the brands portfolio of 12 flagship stores and products sold in 600 places across the globe. 2007, Stella McCartney signed an exclusive distribution deal with the Lane Crawford Joyce Group to open 10 freestanding stores in China, Taiwan, Hong Kong, Macao, Singapore, Thailand, Malaysia and Indonesia by 2012. Other future openings include a New Delhi boutique and units in Kuwait, Dubai, Jeddah, Qator and Riyadh.’
Distribution channels- present
Luxury retailers are clustered in certain streets in capital cities across the globe. Store Locations- Shopping decisions based on ease of access to the target consumer.
Fig Example of area surrounding Bond Street- Luxury brand grouping.
Market sizes and potential growth - key countries to enter
Luxury brands are distributed and sold throughout the world both to domestic consumers and to tourists buying in European and American markets.Thomas (2007) stated that luxury market is expected to grow still further in this decade as a result of the fast developing Asian markets.
Last year in China real urban disposable income per head rose faster than GDP for the first time in five years. This should help to keep consumption growing rapidly in 2008. (The Economist, February 14 2008)
Huge expansion of luxury markets, the aggressive marketing of brands and products and the emergence of powerful multi brand groups have created a quandary.
‘This is the decade of emerging markets’
Thomas 2007: 300
Due to the sucess of the Middle eastern market- idea to expand in the Villa Moda stores located in Damascus, Kuwait, Quatar, Bahrain and Dubai opening spring 2009
http://www.villa-moda.com/
Department stores have the Idea luxury Retail
Sleek multi brand stores designed by cutting edge architects and designers. This nexus of culture and luxury is becoming increasingly important for the new generation of luxury consumers especially in this region.
Distribution channels- present
Luxury retailers are clustered in certain streets in capital cities across the globe. Store Locations- Shopping decisions based on ease of access to the target consumer.
Fig Example of area surrounding Bond Street- Luxury brand grouping.
Market sizes and potential growth - key countries to enter
Luxury brands are distributed and sold throughout the world both to domestic consumers and to tourists buying in European and American markets.Thomas (2007) stated that luxury market is expected to grow still further in this decade as a result of the fast developing Asian markets.
Last year in China real urban disposable income per head rose faster than GDP for the first time in five years. This should help to keep consumption growing rapidly in 2008. (The Economist, February 14 2008)
Huge expansion of luxury markets, the aggressive marketing of brands and products and the emergence of powerful multi brand groups have created a quandary.
‘This is the decade of emerging markets’
Thomas 2007: 300
Due to the sucess of the Middle eastern market- idea to expand in the Villa Moda stores located in Damascus, Kuwait, Quatar, Bahrain and Dubai opening spring 2009
http://www.villa-moda.com/
Department stores have the Idea luxury Retail
Sleek multi brand stores designed by cutting edge architects and designers. This nexus of culture and luxury is becoming increasingly important for the new generation of luxury consumers especially in this region.
Sunday, 10 May 2009
Segmentation strategy
Case Study-
Stella: net-a-porter.com (2009)
Segmenting product lines with limited editions sold in boutiques/ department stores/ online transactional sites provides exclusivity, the mainstream customer has the satisfaction of wearing the same brand purchasing accessible products as innovators who source out these limited products lines.
Fig. Sir Peter Blake print T-shirt for Stella McCartney.
EXCLUSIVE TO NET-A-PORTER.COM. Cut from organic cotton, this Sir Peter Blake cloud-print T-shirt will instantly update tailoring. Roll up the sleeves off-duty and slip into jeans for weekend cool. This collection has been exclusively created by Stella McCartney for NET-A-PORTER.COM. Each piece is labeled with a specially designed silver tag. Shown here with Stella McCartney shoes, coat and shorts.
Net- a-porter (online 2009)
As Hines and Bruce (2008) stated it is important to retain exclusivity in a growing market, when brand dilution has challenged distinctiveness. Distinctiveness of luxury fashion brands can be reinforced through investment in an approach to strategic marketing where a focus on the customer experience is central. This implies investment in design, coherence and integrity in marketing communications and a premier retail environment that reinforces the brand values which now need to be looked into.
Stella: net-a-porter.com (2009)
Segmenting product lines with limited editions sold in boutiques/ department stores/ online transactional sites provides exclusivity, the mainstream customer has the satisfaction of wearing the same brand purchasing accessible products as innovators who source out these limited products lines.
Fig. Sir Peter Blake print T-shirt for Stella McCartney.
EXCLUSIVE TO NET-A-PORTER.COM. Cut from organic cotton, this Sir Peter Blake cloud-print T-shirt will instantly update tailoring. Roll up the sleeves off-duty and slip into jeans for weekend cool. This collection has been exclusively created by Stella McCartney for NET-A-PORTER.COM. Each piece is labeled with a specially designed silver tag. Shown here with Stella McCartney shoes, coat and shorts.
Net- a-porter (online 2009)
As Hines and Bruce (2008) stated it is important to retain exclusivity in a growing market, when brand dilution has challenged distinctiveness. Distinctiveness of luxury fashion brands can be reinforced through investment in an approach to strategic marketing where a focus on the customer experience is central. This implies investment in design, coherence and integrity in marketing communications and a premier retail environment that reinforces the brand values which now need to be looked into.
Materials
Fur and feather is continued not to be used through the collection. Hemp laces and stitching, no adhesives, recycled rubber soles and other eco-friendly features have been used.
‘As global citizens, we have a duty to ensure that our work practices are sustainable, whatever the industry. In simple terms, its about ensuring that the actions of today do not compromise the needs of future generations.’
Anna Carlile- principle and founder of Viola Eco-Graphic design
Sherin 2008: 13
Dont wont these timeless pieces just as a side collection but collection in themselves, developing the idea from Heutchy that each piece will look better with age.
‘As global citizens, we have a duty to ensure that our work practices are sustainable, whatever the industry. In simple terms, its about ensuring that the actions of today do not compromise the needs of future generations.’
Anna Carlile- principle and founder of Viola Eco-Graphic design
Sherin 2008: 13
Dont wont these timeless pieces just as a side collection but collection in themselves, developing the idea from Heutchy that each piece will look better with age.
Luxury Continuum
The capsule collection has been based around lifestyle trends. Seeing design revert to its original premise to create useful things that last. Jackson.Tand Shaw.D (2007) stated that markets are increasingly competitive and so quality is paramount...
Fig. Jacket Twill in first stages of the creation of the collection
‘Alot of rethinking within the fashion industry, and the retailers that are showing innovative are the ones that will be successful in this difficult market. Seasonless dressing is becoming an elementary part of many Northern european collections.
Magnussen Mintel online (2008)
Sherin (2008) claimed in the very near future sustainable thinking and a working knowledge of responsible production will be and absolute must for designers. Main idea behind the collection was to create timeless pieces that lasted.
Sustainability has reached a tipping point in the publics consciousness. Profit has now been seen as a balanced exchange of goods and services (beyond just profit) that takes into account the economic, environmental and social implementations of an organization output and performance. The economic downturn has provoked this change in attitude. Looked into two different case studies that have developed on this idea.
It is wonderful to have an expression that is pure fashion, which is the runway collection, but we also have to be connected to social issues.’
The Independant online. Frankel. S (2008)
Fig. Jacket Twill in first stages of the creation of the collection
‘Alot of rethinking within the fashion industry, and the retailers that are showing innovative are the ones that will be successful in this difficult market. Seasonless dressing is becoming an elementary part of many Northern european collections.
Magnussen Mintel online (2008)
Sherin (2008) claimed in the very near future sustainable thinking and a working knowledge of responsible production will be and absolute must for designers. Main idea behind the collection was to create timeless pieces that lasted.
Sustainability has reached a tipping point in the publics consciousness. Profit has now been seen as a balanced exchange of goods and services (beyond just profit) that takes into account the economic, environmental and social implementations of an organization output and performance. The economic downturn has provoked this change in attitude. Looked into two different case studies that have developed on this idea.
It is wonderful to have an expression that is pure fashion, which is the runway collection, but we also have to be connected to social issues.’
The Independant online. Frankel. S (2008)
Diffusion Products
Consumers see brand price as a signature of brand quality a surrogate or perceived quality and value for money.
‘A new consumer is emerging who relates value to quality and design rather than cheapness. Conscious of getting better value for money, this consumer is prepared to go up in price if the product is worth it.’
Viewpoint 2008: 73
Fig. ideas for items with lower price points) Ideas- Logo’s T-shirts/ bags/wallets/sunglasses/ties/scarves/key rings/shoes Varying Price brackets of different products
The competitor advantage lies in the depth of the assortment. From the Future Laboratory Briefing Spring (2009) trends indicated that to predict the future you need to make it- need to keep up with change to survive. (see Further Recommendations for furthering product offerings). Launching Several lines each targeted at different segments. This technique may also be adapted to achieve full coverage but invade the market segment by segment.
Jackson.t and Shaw.D (2007) Saw concern over the dilution of the luxury concept and ambiguity over what exactly represents a luxury product or brands- accessible luxury products need to maintain values and still have high price points compared to less luxurious brands.
‘A new consumer is emerging who relates value to quality and design rather than cheapness. Conscious of getting better value for money, this consumer is prepared to go up in price if the product is worth it.’
Viewpoint 2008: 73
Fig. ideas for items with lower price points) Ideas- Logo’s T-shirts/ bags/wallets/sunglasses/ties/scarves/key rings/shoes Varying Price brackets of different products
The competitor advantage lies in the depth of the assortment. From the Future Laboratory Briefing Spring (2009) trends indicated that to predict the future you need to make it- need to keep up with change to survive. (see Further Recommendations for furthering product offerings). Launching Several lines each targeted at different segments. This technique may also be adapted to achieve full coverage but invade the market segment by segment.
Jackson.t and Shaw.D (2007) Saw concern over the dilution of the luxury concept and ambiguity over what exactly represents a luxury product or brands- accessible luxury products need to maintain values and still have high price points compared to less luxurious brands.
Diffusion line - Demand Marketing Strategy
Distinctive market segments for fashion luxury can be traced. Alleres (2003) presents this as a luxury continuum with three different categories.
Accessible Luxury
Middle Luxury
Inaccessible Luxury.
Under the influence of demand led factor the development of a range of accessories at lower price points allows the brand to be more accessible reaching a larger number of target consumers increasing profit potential.
Looking at different product offerings by a range of competitors and their lead in, lead out and average prices.
Distinctive market segments for fashion luxury can be traced. Alleres (2003) presents this as a luxury continuum with three different categories.
Accessible Luxury
Middle Luxury
Inaccessible Luxury.
Under the influence of demand led factor the development of a range of accessories at lower price points allows the brand to be more accessible reaching a larger number of target consumers increasing profit potential.
Looking at different product offerings by a range of competitors and their lead in, lead out and average prices.
PRICE/PRODUCT
Nova. M (2007) pointed out that consumption provides economic growth and the rise of social status. Stella McCartney like other luxury fashion brands are iconic, aspirational and reinforce the status of the consumer. McDowell (2002) stated that central to the luxury products is authenticity, exclusivity, quality and craftsmanship. Luxury Items are accessible at a high price point. Jackson (2004) also backed this claim stating luxury is ‘characterised by exclusivity, premium prices, image and status, which combine to make them desirable for reasons other than function.’
Hines and Bruce (2007) stated to provide luxury need to work on
Excellent quality
High price
Scarcity and uniqueness
Aesthetics and polysensuality
Ancestral heritage and personal history
Superflousness
Hines and Bruce (2007) stated to provide luxury need to work on
Excellent quality
High price
Scarcity and uniqueness
Aesthetics and polysensuality
Ancestral heritage and personal history
Superflousness
Saturday, 9 May 2009
Muse
Main aim is to portray a lifestyle through the collection. Important to portray a lifestyle so that can provide a connection with the brand and who it should be targeted. The muse for the capsule collection was based around actor Cillian Murphy decided through feedback from target consumers (see appendix) Cillian Murphy portrays a jet setter who is he is not extravagant or lavish- he is simply handsome and viewed as approachable yet sophisticated fitting in with the brands core values identified in Aaker’s Brand identity model.
Finial Logo Selection
Dubois (1995) states the importance of symbolism associated with any brand, allowing to be instantly recognizable and memorable at an international level and is linked to cultural identity, so didnt want to move to far away from the current logo designs.
Then came up with three variations of the actual naming.
Stella McCartney Menswear
Stella McCartey Man
Stella McCartney Men
McCartney Menswear
From these developments of the logo idea’s justified the process and finial selection below by advice within industry Newman’s ( Graphic Design specialists) as well as potential target consumers advice and opinion (See appendix of findings)
Final Logo Selection
Decided to vary the font’s to give contrast but keep to the original logo design, due to the reconcilability. Lightened (Stella) to de-feminise so that left with McCartney Menswear to be perceived as being more masculine.
Then came up with three variations of the actual naming.
Stella McCartney Menswear
Stella McCartey Man
Stella McCartney Men
McCartney Menswear
From these developments of the logo idea’s justified the process and finial selection below by advice within industry Newman’s ( Graphic Design specialists) as well as potential target consumers advice and opinion (See appendix of findings)
Final Logo Selection
Decided to vary the font’s to give contrast but keep to the original logo design, due to the reconcilability. Lightened (Stella) to de-feminise so that left with McCartney Menswear to be perceived as being more masculine.
Branding - Logo
Logo’s used at present for varying product profiles
Evident that the typography was the same for the main Stella McCartney Logo. However noted that the casing and size altered.
Due to the fact that each diffusion line had been given a new adaption of the Stella McCartney logo thought it was essential for an adaption for the menswear range. Firstly compiled looking at a variation of typography similar to that of the font and style used and other styles (see appendix).
Meanings of Colours
Brown-
Is the colour of earth and is abundant with nature. Brown also symbolises home and friendship. Light brown implies genuiness while dark brown is similar to wood and leather and has the same reassuring solidarity. Amber a gold brown symbolises courage and energy.
Milliman 2008: 17
The simultaneous Colour contrast noted by FIeld (1999:65) was also taken into account ‘Colours appearing differently due to the influence of different colour surrounds- so that colour palette was viewed through different lighting extremes and constantly compared so was coherent with the original palette, and more natural palette selected due to lessen the contrasts in colour due to different lighting conditions.
Main aim was to p humanise welcoming soft palette to be coherent with the brand message. Earthy tones and textured natural materials such as stone and rock used to create physical connections.
Brown-
Is the colour of earth and is abundant with nature. Brown also symbolises home and friendship. Light brown implies genuiness while dark brown is similar to wood and leather and has the same reassuring solidarity. Amber a gold brown symbolises courage and energy.
Milliman 2008: 17
The simultaneous Colour contrast noted by FIeld (1999:65) was also taken into account ‘Colours appearing differently due to the influence of different colour surrounds- so that colour palette was viewed through different lighting extremes and constantly compared so was coherent with the original palette, and more natural palette selected due to lessen the contrasts in colour due to different lighting conditions.
Main aim was to p humanise welcoming soft palette to be coherent with the brand message. Earthy tones and textured natural materials such as stone and rock used to create physical connections.
Colour vision theories - Opponent Process Theory
We humans are a sight driven species with 70% of our sensory receptors through our eyes. In the hierarchy of visual memory, we remember colours first then shapes then words.
Millman 2008: 27
The significant colour that represent Stella McCarnety is Purple- due to the above Purple will continue be the reconisable shade for Stella McCartney menswear.
Field (1999) stated that the Creative process Network In many cases a given colour reproduction ideal is subject to constant modification and refinement throughout the colour reproduction process. Current palette adapted and made less feminine with more masculine shades and tones.
‘ Men prefer dark mechanical imagery’
Viewpoint 2008: 90
Selection of colour palette’s were anaylsed (see appendix) by both industry specialists and potential male consumers.Final selection of colour palette was finialised after the personal connections and cultural backgrounds looked into influences of colour looked into at an international scale
Tone of Voice
With Stella McCartney’s ethical stance the tone of voice is Soft, Clear and welcoming yet sophisticated at the same time. Current collections court global media attention through fashion shows in Paris. Stella McCartney is responsible not only for the fashion but the whole brand including store design, presentation and advertising. She pushes direction across categorizes and brands. The marketing and brand development has a creative direction and is closely connected to design. This project is to provide and capitalize ideas working from Stella McCartney’s current style and design.
USP formalising a lifestyle brand
Brand needs to be people to people personalities a voice at the front of the brand not just a USP but a soul. Viewpoint 2008 : 92
Paul Poiret started the trend of creating not just trends but a lifestyle. Fashion brands have adapted his offerings and seen the importance of creating a lifestyle statement. Stella McCarteny is the face should and front of the brand- its a true representation of herself and team allowing consumers access into her lifestyle. menswear collection is designed entirely to fit in with her style and tastes.
With Stella McCartney’s ethical stance the tone of voice is Soft, Clear and welcoming yet sophisticated at the same time. Current collections court global media attention through fashion shows in Paris. Stella McCartney is responsible not only for the fashion but the whole brand including store design, presentation and advertising. She pushes direction across categorizes and brands. The marketing and brand development has a creative direction and is closely connected to design. This project is to provide and capitalize ideas working from Stella McCartney’s current style and design.
USP formalising a lifestyle brand
Brand needs to be people to people personalities a voice at the front of the brand not just a USP but a soul. Viewpoint 2008 : 92
Paul Poiret started the trend of creating not just trends but a lifestyle. Fashion brands have adapted his offerings and seen the importance of creating a lifestyle statement. Stella McCarteny is the face should and front of the brand- its a true representation of herself and team allowing consumers access into her lifestyle. menswear collection is designed entirely to fit in with her style and tastes.
Importance of Understanding
Harkin.F and Johnson.R (2009 online) claimed that brands provide a statement of who we are, with consumers seeing brands as extensions of themselves and their own moral codes. We are wanting brands that we can trust in terms of style, quality and increasingly, ethics.
Even though a luxury firm's perceived corporate social responsibility ranks behind other attributes in driving actual consumer purchases, it can still be a deciding factor for wealthy consumers choosing between competing brands.
(Rapaport, October 2007)
Aakers (1996) Brand Identity Model below
Through the developments of stage one that covered the strategic brand analysis, now stage two is the development of the Brand identity system based on Aaker.D (1996) marketing model. The extended core of the brand looks at the brand from four different aspects. Understanding the core identity is essential for fulfilling the objective of producing a persistent coherent brand message.
Baudrillard (1996) suggests that fashion brands are an essential aspect of the cultural capital of consumers. They reflect and reinforce a sense of identity and allow for the display of conspicuous consumption. Going to the shops in the 21st century is seen as entertainment where we are able to have choice and financial power.’
states Nova.M (2007)
Even though a luxury firm's perceived corporate social responsibility ranks behind other attributes in driving actual consumer purchases, it can still be a deciding factor for wealthy consumers choosing between competing brands.
(Rapaport, October 2007)
Aakers (1996) Brand Identity Model below
Through the developments of stage one that covered the strategic brand analysis, now stage two is the development of the Brand identity system based on Aaker.D (1996) marketing model. The extended core of the brand looks at the brand from four different aspects. Understanding the core identity is essential for fulfilling the objective of producing a persistent coherent brand message.
Baudrillard (1996) suggests that fashion brands are an essential aspect of the cultural capital of consumers. They reflect and reinforce a sense of identity and allow for the display of conspicuous consumption. Going to the shops in the 21st century is seen as entertainment where we are able to have choice and financial power.’
states Nova.M (2007)
Adidas Motion
One of the main objectives is to ensure coherence, but building from the present brand image. Here is the new campaign S/S for Stella McCartney adidas.
Created by TBWA/CHIAT/DAY San Francisco and photographed by Glen Luchford, the spring/summer collection of Stella McCartney designed performancewear for Adidas Motion appears in print and outdoor media worldwide.
Creative direction was by Joe Kayser, photo production by Tom Hayes @ Spotty Dog Productions.
The shoot was styled by Nicoletta Santoro, while hair was created by Rick Haylor and make up by Lucia Pieroni. Models cast by Olga Liriano included, Caroline Clery @ Wilhelmina and Megan McKenz
Availabe athttp://www.wgsn-edu.com/edu/edu-members/ Accessed 08/05/09
Friday, 8 May 2009
BRAND IDENTITY MODEL
Through the developments of stage one that covered the strategic brand analysis, now stage two is the development of the Brand identity system based on Aaker.D (1996) marketing model. The extended core of the brand looks at the brand from four different aspects. Understanding the core identity is essential for fulfilling the objective of producing a persistent coherent brand message.
RESEARCH METHODOLOGY
This blog has been started from Stage 2. Stage 1 identified and located a gap in the market and the most viable progression for the brand to undertake. Stage 2 primary, secondary, qualitative and quantitative research is being continuously carried forward, ensuring each area is well anaylsed, to ensure coherence and suitability.
The Initial primary data was gathered during a four month internship from July to October 2008. Time spent there allowed insight into the structure and style as well as a thorough understanding of the brands USP and image. In terms of Promotion, insight was seen through procedures entailed producing the Summer 2009 womenswear show in Paris and the Adidas Summer collection event.
Primary research ran along side secondary research with focus groups and questionnaires as well as interviews. The consumers and industry specialists in Graphic and Fashion designer were targetted so that branding and style was ensured to be coherent. Potential target consumers selected in stage one will be interviewed throughout stage two to see what their perceptions of the projects developments throughout the marketing mix, through ethnographic studies are. This involved looking at the scientific descriptions of individuals behavior in society, leading to one to one conversations and observations within their every day surroundings. (The drawbacks in undertaking ethnographic studies is that they are time consuming and give limited sample sizes) However the advantages are that they provide a deeper profiling of consumers lifestyles, brands, relationships, design sensibilities and shopping dynamics.
Focus groups will also be undertaken allowing quick controlled feedback to explore broader conceptual themes. This gave participants the option to help resolve the issue that respondents tend to say what they think you would like to hear, not what they really feel.
Online testing was also be used to gain a wider net of opinions, due to being time and cost effective as well as flexible. To ensure purity of polling samples and inherent issues with quality control. Though the fact that design subtleties can be lost on screen, the above research methods are also being used.
Multidimensional competition case studies were undertaken to ensure competitors in the five different areas pointed out by Samil (1989) gain inspiration and develop innovative new ideas
Product and Service, communication and physical distribution
Horizontal competition
Vertical competition
Geographical dimensions - Store location and complexity of shopping environment
The nature of market competition
Competitor analysis will help form starting points in all areas of the Marketing mix, so that their strategy can be improved and adapted, as various elements and methods are needed to formulate and execute a marketing strategy. The target consumers needs are at the starting point of all aspects.
In order to be successful, an understanding of the varying nature of retail competition is required at each stage, in order to respond quickly and appropriately to stay ahead. Retail market research will be looked into through Fashion media publications such as Drapers Record and Mintel, as well as trend and lifestyle trend forecasting agency’s Stylesight, WGSN and Future laboratory. The purpose of industry insight and the continuous analysis of the economic climate will help try to stay ahead and anticipate changes in the business environment.
Throughout the market research Millman’s (2008) Golden Rules of Market Research will be taken into account.
Should be based on perceptions not preferences.
Make allowances for familiarity - consumers tend to be frightened of change.
Investigate emotional connections and design sensibilities. Avoid an over dependance on numerical imperatives.
Focus on what consumers like about the brand and product first, then ask them to focus on what design is communicating about brand/ product in general- avoid asking why they like it in design terms!
Never test designs in isolation- let them see a range of designs or next to competitors. Allows it easier for them to respond through comparing and contrasting.
Never ask how they would improve design you want their reactions not solutions.
Millman 2008: 31
NOTE
Through the duration of the project development the case study of - Absolute Vodka will be taken into account:
‘The absolute vodka bottle design was universally panned in focus groups. A courageous Michel Leroux, then the brand manager of the new vodka pressed for its launch the brand set international record sales. The bottle was considered a contemporary design icon.’
Millman 2008: 32
Giving consumers what they thought they wanted - design that is not likely to disrupt status quo however market research does not determine good design, the final decisions made in relation to the project will be made by industry specialists in design.
The Initial primary data was gathered during a four month internship from July to October 2008. Time spent there allowed insight into the structure and style as well as a thorough understanding of the brands USP and image. In terms of Promotion, insight was seen through procedures entailed producing the Summer 2009 womenswear show in Paris and the Adidas Summer collection event.
Primary research ran along side secondary research with focus groups and questionnaires as well as interviews. The consumers and industry specialists in Graphic and Fashion designer were targetted so that branding and style was ensured to be coherent. Potential target consumers selected in stage one will be interviewed throughout stage two to see what their perceptions of the projects developments throughout the marketing mix, through ethnographic studies are. This involved looking at the scientific descriptions of individuals behavior in society, leading to one to one conversations and observations within their every day surroundings. (The drawbacks in undertaking ethnographic studies is that they are time consuming and give limited sample sizes) However the advantages are that they provide a deeper profiling of consumers lifestyles, brands, relationships, design sensibilities and shopping dynamics.
Focus groups will also be undertaken allowing quick controlled feedback to explore broader conceptual themes. This gave participants the option to help resolve the issue that respondents tend to say what they think you would like to hear, not what they really feel.
Online testing was also be used to gain a wider net of opinions, due to being time and cost effective as well as flexible. To ensure purity of polling samples and inherent issues with quality control. Though the fact that design subtleties can be lost on screen, the above research methods are also being used.
Multidimensional competition case studies were undertaken to ensure competitors in the five different areas pointed out by Samil (1989) gain inspiration and develop innovative new ideas
Product and Service, communication and physical distribution
Horizontal competition
Vertical competition
Geographical dimensions - Store location and complexity of shopping environment
The nature of market competition
Competitor analysis will help form starting points in all areas of the Marketing mix, so that their strategy can be improved and adapted, as various elements and methods are needed to formulate and execute a marketing strategy. The target consumers needs are at the starting point of all aspects.
In order to be successful, an understanding of the varying nature of retail competition is required at each stage, in order to respond quickly and appropriately to stay ahead. Retail market research will be looked into through Fashion media publications such as Drapers Record and Mintel, as well as trend and lifestyle trend forecasting agency’s Stylesight, WGSN and Future laboratory. The purpose of industry insight and the continuous analysis of the economic climate will help try to stay ahead and anticipate changes in the business environment.
Throughout the market research Millman’s (2008) Golden Rules of Market Research will be taken into account.
Should be based on perceptions not preferences.
Make allowances for familiarity - consumers tend to be frightened of change.
Investigate emotional connections and design sensibilities. Avoid an over dependance on numerical imperatives.
Focus on what consumers like about the brand and product first, then ask them to focus on what design is communicating about brand/ product in general- avoid asking why they like it in design terms!
Never test designs in isolation- let them see a range of designs or next to competitors. Allows it easier for them to respond through comparing and contrasting.
Never ask how they would improve design you want their reactions not solutions.
Millman 2008: 31
NOTE
Through the duration of the project development the case study of - Absolute Vodka will be taken into account:
‘The absolute vodka bottle design was universally panned in focus groups. A courageous Michel Leroux, then the brand manager of the new vodka pressed for its launch the brand set international record sales. The bottle was considered a contemporary design icon.’
Millman 2008: 32
Giving consumers what they thought they wanted - design that is not likely to disrupt status quo however market research does not determine good design, the final decisions made in relation to the project will be made by industry specialists in design.
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