By Georgina Korrison, Emily Thompson, Natasha Saxton, Matt Biruls, Viviane Huang

“Complex, intense mutations of frayed,

burnt, sandpapered or artfully torn material; collections that stand completely apart from

the seasonal trends occupied by most of the

fashion world.”Vogue April 2011

Competitor Set • Rodarte is a luxury women's wear brand

• Nina Ricci, an established luxury brand and Marchesa are examples of similar brands with a similar clientele

• “Harvey Nichols pitches itself as a luxury lifestyle retailer, particularly authoritative in fashion, and stocking prestigious brands from across the world” (Mintel)

• The luxury market is growing (Mintel) add statistic

RODARTE - The Brand

• Family inspired – father was Botanist and Mycologist, Mother was an artist – obsession with the land, plants, wildlife and attention to detail.

• “They have a handwriting that runs through – you can’t mistake their designs for anyone else’s.” Vogue April 2011

• Branched out, selling other product lines, such as handbags and shoes.

• Awards: • Runner-up in Vogue Fashion Fund competition (2006)• First Vogue front cover in May 2007• Won 2 CFDA (Council of Fashion Designers of America) awards• Cooper-Hewitt National Design Award.

• Future plans – LVMH have been keeping a close eye on them.US Vogue, October 2008.

“Condor” collection inspired by Death Valley in California.

A look into the UK and international clothing market…

• The recession has been a big impact on the UK economy but research shows that the clothing market has survived, with a slight growth on its annual takings. – Mintel 2009

• Overall the UK clothing market has been negatively impacted by the recession, but spend on designer and upmarket clothing has shown more buoyancy (Mintel 2009)

• 1 in 5 buy designer clothing whereas 2 in 5 buy upmarket high street clothing (Mintel March 2010)

• Women are keener mid-market buyers(Mintel March 2010)

• European luxury demand has proved to be more resilient so far, and there are few signs that this had slowed in early 2008.

• LVMH and Hermes both reported sales in Europe up by 7%, outperforming all regions other than Asia (excluding Japan).

• We expect to see some slowdown materialise during the course of 2009 with some signs of recovery emerging in 2010.

Competitors use of technology• website http://rodarte.net/

• facebook page

• illuminating heels

• online stores to buy from e.g. Net-A-Porter and openingceremony.com

• In-store video about Rodarte in their Harvey Nicolls, London.

• website http://www.ninaricci.com/fr/index.html#/home

• iphone app – “l’Air”

In-store film installation a homely viewing gallery which seats 6, sits at the centre of installation, projecting film short 'The Curve of Forgotten Things' The film illustrates the second collaborative effort between the talented design duo and director / photographer Todd Cole, starring Elle Fanning and her magical connection to the world around her showing off to beautiful effect the stunning simplicity of Rodarte's designs. Cole explains 'It's inspired by Northern California, and the Seventies. It's about this girl who exists in this strange place outside of time. She's digging up things from the land and the past, and she offers them to the sun.'

NIKE , although and footwear ,to their own desired look.

Many Brands have gone to the next level when it comes to innovation and upgrading the retail experience as whole.

Top shop currently have a gaming app, which involves students being able to physically play and embrace the brand,.. Once in a 500m radius of any Top shop store the app will present users with a series of Top shop themed challenges, ranging from ‘snap a photo of your favorite ‘back to college’ outfit at Top shop’ to ‘style an AW outfit’. For every reward completed players will accumulate points which can then be cashed in for a reward of their choice.

‘’Eleven flat-panel screens throughout Prada’s New York store have traditionally shown pre-recorded video of fashion shows and other similar content. Our goal was to turn these into live images of the customers in front of the screens. We attached video cameras to each screen and created 11 different computer programs to transform and twist customers’ images in beautiful and fun ways as they move past.’’

www.designarchives.aiga.org

Further Development

• One off advertisement – Sunday times style magazine

• Marketing campaign with a range of rare eco jewellery

• In-store there could be a screen showing a video of what goes into the making of the garments, giving the customer a real insight into how the clothes are made and dyed etc.

• Wright and Teague are a high end, well established brand consisting of two Central St Martin’s educated jewellers: Gary Wright and Sheila Teague.

• Exhibits their jewellery in May Fair, London, therefore attracts a similar clientele to Rodarte.

• Gary Wright and Sheila Teague are primarily inspired by culture and aesthetics, incorporating one-off pieces with recycled glass and African trading beads example.

• Wright and Teague could hold a dressed mannequin or video on Rodarte to inform customers about what Rodarte has to offer.

Advertising CampaignCost of a double page spread- £64,050

-This would therefore broaden the reader profile as the Sunday times has a more varied reader than magazines such as vogue which is very gender and age specific.

-The Sunday times style section however is a well regarded document with similar competitors advertising including interviews with designers, editors and models.

-It allows away of communication with the UK market and an interview with the sisters would allow and more in depth insight into the brand and the new expansion into eco jewellery and the interactive clothes labels.

“Rodarte created a new vision of gentle, feminine beauty inspired by the wheat fields of the Great American Plains at New York Fashion” Week. HILARY ALEXANDER | 15 FEBRUARY 2011

Visual Summary

“Their avant-garde approach has also endeared them to those red-carpet actresses who wish to steer clear of the mainstream, such as Kirsten Dunst, Natalie Portman and Elle Fanning. “ Vogue April 2011.

Luxury Brand

High street

UK PRESENCE

International presence

RODARTE

Ralph Lauren

Alexander McQueen

vivienne westwood

Marchesa

Diesel

Zara