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MASTER IN FASHION MANAGEMENT 2 0 1 4
Product management
Accessories collection concept development
Project Leader: Farah Pallaro
Project Advisor: Maria J aber
CONTENT
1. Brand Identity
2. Target Profile
3. Brand Communications
4. Competitors
5. Inspirational Video
6. Brand Materials
7. Colours
8. Technologies
9. Collection Structure
10. Event Communications
11. Conclusions
1
Brand Identity
2
HIGH-TECH
VISIONARY
GRANDEUR
LEGACY
VERBAL DNA
PECULIAR
3
Target Profile
5
Brand Communications
7
Star ted developing several items and
materials for th e products and th e
communication of th e different lines of th e
brand
Moncler Grenoble invite for the special
line presentation in New York
Aspen boutique opening invitations
Developed for Stuart Semple and Franca
Sozzani the invite for a special charity
Moncler event in Miami.
Developed and realized the whole new
line of lookbooks for men and women A/
W and S/S 2 0 0 8 / 2 0 0 9
Produced the communication identity for
Pharrell & Moncler project ( a special
line desiged by the music producer)
8
COMMUNICATION ANALYSIS SUMMARY
• With an innovative communication strategy,
th e brand is able to at tract not only th e
celebrity clients but also th e oth er customers
followed by its ultra-chic puffa jackets
giving it an unique identity
• The brand needs to leverage th eir
communication for th e accessory line to
synthesize the communication with that of
the whole brand
• Because brand has such a strong brand
DNA th at has developed during years, we
th ink that accessories should be stronger by
brand identity
Innovative
communication
strategy
Celebrity
clients, follower
Accessory line
communication
9
Brand Competitors
1 0
URBANCASUAL MOUNTAIN
11
BRUNELLO CUCINELLI
990€
PRADA
690€
MONCLER
577€
BRUNELLO CUCINELLI
1230€
PRADA
595€
MONCLER
460€
PRADA
717€
MONCLER
690€
SOLER
577€
INSPIRATION:
1 2
LEATHER FABRIC
1 3
MONCLER
875€
BURBERRY
1450€
PRADA
1820€
MONCLER
755€
BURBERRY
850€
PRADA
930€
INSPIRATION
1 4
BACKPACK SUITCASE
1 5
MONCLER
600€
PRADA
1430€
LONGCHAMP
100€
MONCLER
600€
SAMSONITE
450€
TUMI
628€
INSPIRATION
1 6
INSPIRATION
1 7
Brand Materials
1 9
A synthet ic polymer
resistant to biological damage such
fabr ic which is
as
mold and mildew, easy to wash and able
to hold forms well.
• Extremely strong
• Durable
• Resistant to most chemicals, stretching and
shrinking
• Wrinkle resistant
• Mildew and abrasion resistant
• Hydrophobic in nature and quick drying
• Used for insulation by manufacturing hollow
fibers
• Retains its shape and hence is good for making
outdoor cloth ing for harsh climates
POLYESTER
2 1
• Easy to fend off soil, dir t
• Waterproof
• Heat resistant
• Durable
TEFLON
2 2
• Top-grain
cattle leather that has been
sanded or buffed on the
grain side
• Created from the outer side
of a hide, giving it more
strength and th ickness along
with a fine grain
• Very soft to the touch
NUBUCK LEATHER
2 3
Textile fiber obtained
from sheep and certain other
animals and has qualities that
distinguish it from hair or fur:
it is crimped, it is elastic, and
it grows in staples
without feeling wet• Holds moisture
• Resilient fabric
• Fire, dir t , and static resistant
• A great thermal insulator
Wool & Felt
2 4
Colours
2 5
Technologies
3 1
A solar cellis an electr ical device that converts
the energy of sunlight directly into electr icity.
The electr ical characteristics, such as current ,
voltage, or resistance of the device vary when
exposed to light . Also known as solar panels.
USE OF SOLAR CELLS
3 2
Designing or using reflective
apparel and improving chances of
being seen in low visibility
conditions.
A reflective and durable tape with a
fabric construction that makes it more
washable than both reflective ribbon
and vinyl reflective tape.
RETROREFLECTIVE SHEET
3 3
Collection Structure
3 4
SHOES
URBAN CASUAL MOUNTAIN
CLOGSOXFORD BOOTS
3 5
FELTY OXFORDMATERIALS
• Felt
• Nubuck leather
• Retroreflective sheet
• Lining-pig skin
• Eggplant purple
• Urban grey
TRIMS
Eyelets in gun metal finish
ELEMENTS
Shoe lace - nylon
COLORS
RRP: 4 0 0 ~ 7 0 0€
SKU: 5 0 7 7 0 -0 13 6
3 7
MATERIALS
• Alcantara
• Teflon
• Lining- pig skin
• Denim blue
• Urban grey
TRIMS
Eyelets in gun metal finish
ELEMENTS
Shoe lace - nylon
COLORS
ALCA OXFORD
RRP: 4 0 0 ~ 7 0 0€
SKU: 4 5 7 9 0 -0 13 8
3 9
MATERIALS
• Polyester
• Nubuck leather
• Lining-pig skin
• Bordeaux
• Blush beige
TRIMS
eyelets in gun metal finish
ELEMENTS
Shoe lace -n ylon
COLORS
POLY OXFORD
RRP: 4 0 0 ~ 7 0 0€
SKU: 4 5 7 8 0 -0 1
4 1
4 1
MATERIALS
• Felt
• Nubuck leather
• Retroreflective sheet
• Lining- pig skin
TRIMS
Zipper no. 3 in gun metal
finish
COLORS
• Eggplant purple
• Urban grey
FELTY NUB CLOG
RRP: 6 0 0 ~8 0 0€
SKU: 5 0 7 7 0 -0 24 2
4 3
MATERIALS
• Alcantara
• Teflon
• Lining- pig skin
TRIMS
Zipper no. 3 in gun metal
finish
COLORS
• Denim blue
• Urban grey
ALCA MAX CLOG
RRP: 6 0 0 ~ 8 0 0€
SKU: 4 5 7 9 0 -0 24 5
4 5
MATERIALS
• Polyester
• Nubuck leather
• Lining-pig skin
TRIMS
Zipper no. 3 in gun
metal finish
COLORS
• Bordeaux
• Blush beige
POLY NUB CLOG
RRP: 6 0 0 ~ 8 0 0€
SKU: 4 5 7 8 0 -0 24 6
4 7
FELTY KNEE BOOTS
RRP: 8 0 0 ~1 2 0 0€
SKU: 5 0 7 7 0 -0 3
MATERIALS
• Felt
• Nubuck leather
• Retroreflective sheet
• Lining- pig skin
TRIMS
Zipper no. 3 in gun
metal finish
COLORS
• Eggplant purple
• Urban grey 4 9
5 0
MATERIALS
• Alcantara
• Teflon
• Lining- pig skin
TRIMS
Zipper no. 3 in gun
metal finish
COLORS
• Denim blue
• Urban grey
ALCA KNEE BOOTS
RRP: 8 0 0 ~ 1 2 0 0€
SKU:4 5 7 9 0 -0 35 1
5 2
MATERIALS
• Polyester
• Nubuck leather
• Lining-pig skin
TRIMS
Zipper no. 3 in gun
metal finish
COLORS
• Bordeaux
• Blush beige
POLY KNEE BOOTS
RRP: 8 0 0 ~ 1 2 0 0€
SKU: 4 5 7 8 0 -0 35 3
5 3
BAGS
URBAN CASUAL MOUNTAIN
TROLLEYSTOTESBACKPACKS
5 4
FELTY BACKPACK
MATERIALS
• Felt
• Nubuck leather
• Retroreflective sheet
• Lining - polyester
TRIMS
•
•
•
zipper no. 3
zipper no. 5 in gun
metal finish
Snap button in gun
metal finish no. 5
COLORS
• Eggplant purple
• Urban grey
RRP: 5 0 0 ~ 8 0 0€
SKU: 4 5 7 9 0 -0 15 6
5 7
MATERIALS
• Alcantara
• Teflon
• Lining- teflon
• Denim blue
• Urban grey
TRIMS
Zipper no. 5 in gun metal finish
ELEMENT
Solar panel
COLORS
SOLARA BACKPACK
RRP: 7 0 0 ~ 9 0 0€
SKU: 4 5 7 8 0 -0 1
5 8
5 9
MATERIALS
• Felt
• Nubuck leather
• Retroreflective sheet
• Lining- polyester
TRIMS
•
•
zipper no. 3 ,
zipper no. 5 in gun metal finish
COLORS
• Eggplant purple
• Urban grey
FELTY FANCY TOTE
RRP :900~ 1 2 0 0€
SKU: 4 5 7 9 0 -0 26 0
6 1
MATERIALS
• Alcantara
• Teflon
• Lining-polyester
• Denim blue
• Urban grey
TRIMS
Zipper no. 5 in gun metal finish
ELEMENT
Solar panel
COLORS
SOLARA MANIAC TOTE
RRP: 1 0 0 0 ~ 1 2 0 0€
SKU: 4 5 7 8 0 -0 2
6 2
6 3
MATERIALS
• Polyester
• Nubuck leather
• Lining-polyester
TRIMS
•
•
Zipper no. 5 in
antique brass finish
Snap button no. 3 in
antique brass finish
COLORS
• Bordeaux
• Blush beige
POLLY BACKPACK
RRP: 5 0 0 ~ 8 0 0€
SKU: 4 5 7 7 0 -0 16 4
6 5
MATERIALS
• Polyester
• Nubuck leather
• Lining-polyester
TRIMS
Zipper no. 5 in
antique brass finish
COLORS
• Bordeaux
• Blush beige
POLLY AMAZE TOTE
RRP: 9 0 0 ~ 1 2 0 0€
SKU: 4 5 7 7 0 -0 26 6
6 7
MATERIALS
• Felt
• Nubuck leather
• Retroreflective sheet
• Lining- teflon
TRIMS
Zipper no. 7 in gun
metal finish
COLORS
• Eggplant purple
• Urban grey
FELTY MULTI TRAVEL TROLLEY
RRP: 5 0 0 ~ 8 0 0€
SKU: 4 5 7 9 0 -0 3
6 8
6 9
MATERIALS
• Alcantara
• Teflon
• Lining-teflon
SOLARA EVOLUTION
TRAVEL TROLLEY
RRP: 7 0 0 ~ 9 0 0€
SKU: 4 5 7 8 0 -0 3
• Denim blue
• Urban grey
TRIMS
Zipper no. 75 in gun metal finish
ELEMENT
Solar panel
COLORS
7 0
7 1
MATERIALS
• Polyester
• Nubuck leather
• Lining-polyester
TRIMS
Zipper no. 7 in antique
brass finish
POLLY HIT TRAVEL
TROLLEY
RRP: 5 0 0 ~7 0 0€
SKU: 4 5 7 7 0 -0 3
COLORS
• Bordeaux
• Blush beige 7 2
7 2
7 3
7 4
Event Communications
7 5
INVITATIONS
7 6
7 7
7 8
PRESENTS
7 9
Conclusions
8 0
We were inspired th rough the brand ’ s history,
heritage and technologies.
The main motto was to hold on to the and
functionability of the products.
The main idea - to make life easier. To propose the
concept of technology: using retroreflective sheets and
solar cells as an extra charge to devices.
8 1
THANK YOU