Daisy

Carolina Dupas – Cindy Luong – Julia Della Corte – Melinda Ylismaa – Sophia Valentina Suhl

Brand History(1/2)

The Designer1963 Marc Jacobs is born on April 9th in New York City1981 graduates from High School of Art and Design1983 designs his first collection sold at Charivari1984 develops a ready-to-wear collection for Ruben Thomas --> partnership called Jacobs Duffy Designs1986 launch of Jacobs first collection bearing the Marc Jacobs label1992 honoured as „Womenswear Designer of the Year“ by the Council of Fashion Designers of America

The Company1993 launch of the „Marc Jacobs International“ company2001 Marc by Marc Jacobs is introduced as a diffusion line of Marc Jacobs 2003 launch of Marc Jacobs Home Collection2006 launch of first watch line under Marc by Marc Jacobs2007 creation of „Little Marc Jacobs“ (kidswear) 2008 release of fragrances Daisy, Daisy EDP and Daisy Blooms2009 opening of new boutiques in London, Sao Paolo and Milan2011 „Marc by Marc Jacobs is Ten“ campaign

Brand History(2/2)

2001

Introduction of Marc by Marc Jacobs line

2006

Introduction of Watch line+ „Protect the Skin You‘re In“ Skin Cancer Campaign

2011

10th anniversary campaign

Marc by Marc Jacobs Timeline2009

Store Openings in Milan, Sao Paolo and London

2007

Instore Christmas Campaign,customers posing with Santa Claus

2008

Singer M.I.A. as new face of advertising campaign + Introduction of items priced less than $10

2004

First Multibrand Store in Boston

2010

Opening of Online Store

Target profile(1/2)

Age 18-35 years

Quality with affordable prices Young and

urban/cosmopolitan

Self-aware and style concious

Open-minded

Sophisticated yet edgy

EDGY URBAN

Text

CLASSIC COSMOPOLITAN

YOUNG&

GIRLY

OPEN-MINDED

Target profile(2/2)

“Young and trendy New York City individual”

Stylistic Identity(1/3)

WomenReady to Wear $68.00 Anniversary Skull Tee $598.00 Mimi CDC DressSwim $63.00 Miss Marc Tab Bikini Bottom $173.00 Simone Stripe RomperShoes $65.00 Miss Marc Flip Flops $450.00 Evening Bow Sandal PlatformBags and Accessories $38.00 Miss Marc Packable Head Case

$528.00 Classic Q FrancescaJewelery and Hair Accessories $22.00 Logo Disc Bobby Pins $198.00 High Tide Cork Bangle

MenReady to Wear $58.00 Triple Rib Tank $798.00 Washed Leather Jacket Top PriceSwim $128.00 all shortsShoes $260.00 P.T.Cali Print High Top $460.00 Jumble High Top

Bags and Accessories $28.00 Packables Zip Pouch

$498.00 Zip Zip Duffle

Eyewear $85.00 Oval Frame

$160.00 Gold Frame

Tech$28.00 Color Pop Earbuds Entry Price$278.00 15" Commuter Case

Watches$120.00 Molly Round Face Watch$175.00 Clear Rivera Watch

Products & Priceranges

Women RTW

Women Swim

Women Shoes

Women Bags&Accessories

Women Jewelery&Hair Accessories

Men RTW

Men Swim

Men Shoes

Men Bags&Accessories

Eyewear

Tech

Watches

0 200,0 400,0 600,0 800,0

Stylistic Identity(2/3)

Colorssunny, lush shades, bright colorsblue, yellow, lobster, ivory black & white

PatternsColorblocks, Stripes, Dots, Letters

Fabrics / MaterialsSilk, Cotton, Cashmerenon-transparent, compact

Silhouetteclear cuts, sharp linesmid-length skirts, ankle-length trouserstrousers with wide legs, high waistlines

Occasion of usedaily / leisure wearinformal, casual

... ‘50s, freshness, lively, nonchalant cool, slightly vintage, bohemian

Stylistic Identity(3/3)

Themes / SymbolsMouse

Birds

Apple and Pear

10th Anniversary

Miss MarcLips

Image Identity(1/3)

Advertising- Provocation- Deranged-looking models - Brings out the originality of designs- Sense of eccentrity bringing out the features of the collection- Shows contrast between normal everyday life and illogicality - Images by photographer Juergen Teller→ idiosyncratic visual style→ unusual-looking models bringing out the originality of designs

CommunicationCelebrities- shown in advertising campaigns

- frequently seen wearing pieces of the clothing line

- f.ex.Victoria Beckham (most important past spokesperson)

Ben Affleck (King Magazine Dec 2010)

MIA (Marc by Marc Jacobs Spring Campaign, 2008)

Characters of Gossip Girl (American TV show)

Image Identity(2/3)

Fashion Shows- Styling and make-up depends on the individual collection

- Music (both pre-recorded and live) inspired by New York street style

Marc by Marc Jacobs S/S 2011: http://youtu.be/5VlSw7SBIkg

Marc by Marc Jacobs F/W 2009/10: http://youtu.be/upkco5aRddE

Events- Fashion week events

- In-store launches

- Supporting charities and causes

My Bag Has A Heart- supporting art education (2010)

Holt Renfrew Canada and Marc Jacobs - fundraising for Vision Spring (2010)

“Protect The Skin You‘Re In” T-shirts - skin cancer campaign (2009)

Image Identity(3/3)

Social Media- Facebook, Twitter,YouTube- Flickr - Fashion blogs

Website- Welcoming with virtual staff, „human touch“

- Accessible: prices clearly visible; easy to navigate due to

clear headings and subheadings

- Brand communication: Clean and concise, colours include neutral greys, blues and beige

- Customer service: Online store, membership option to simplify

and speed up the purchasing process, possibility to order

electronic newsletter Marc Jacobs eNotes

Café Marc Jacobs- Lounge bar area connected to the shop through a sliding blue glass - Cool atmosphere with both indoor dining and an outdoor patio

1(Fashion Marketing: contemporary issues. Second edition, 2007. Tony Hines and Margaret Bruce)

Retail Identity(1/3)

The Flagship Store- Piazza del Carmine 6, Brera, Milan- 300-square meters store designed by Marc Jacobs in collaboration with the Stephan Jaklitsch Architects- RTW, accessories, shoes, fragrances, sunglasses, timepieces, Little Marc Jacobs, Special Items, jewelry, and books- Experience economy 1: the experience of acquiring a product is as important as the ownership of the product itself- Communicates the brand’s values and market positioning to its consumers

Retail Identity(2/3)

Store Windows• 10 windows that potential customers see from the outside

• Each one individually designed:

- Outfits on mannequins

- Merchandising

- Glass windows allowing potential customers to look inside, awaking curiosity and inviting

Store Layout• Two categories – men’s and women’s wear

• Men’s collection

- basic t-shirts displayed on the entire wall

- all of the prices clearly visible

• Women’s collection

- displayed both hung and on shelves in the wall

- mixed with accessories (shoes, handbags, scarves, jewelry etc) and „Special Items“

• enormous plasma television exhibiting the brand’s latest runway shows; surrounded by sunglasses and fragrances for customers to try

• large bench, welcoming environment

Retail Identity(3/3)

Materials• Shelving and other display made of stainless steel and glass, emulating the brand’s vibrant and modern image

Colors• The in-store color palette consists of dark floors and white walls, ensuring emphasis on the lively and colorful clothing and accessories displayed

Light• Primarily natural lighting coming through the windows

• Spotlights used on accessories and sunglasses

Music• Mainly commercial pop music, creating a youthful and modern atmosphere

• Bazaar Display ¹

• High Traffic areas with Special Items (very cheap accessories)

¹ „Managing Fashion and Luxury Companies“, Corbellini E. , 2009, p. 215

Brand Identity(1/2)

Lifestyle brandMarc Jacobs is inspired by his own roots as a New Yorker, bringing in New York culture into his designs

Diffusion lineMarc Jacobs‘ secondary line highlights wearability and accessability

„Miss Marc“ as an inspirational museCreated by Marc Jacobs, she is the edgy non-conformist of each season, always at the forefront of style

Couture

Ready-to-Wear

Diffusion

Bridge

Mass

„I love to take things that are everyday and comforting and make them into the most luxurious things in the world.“ Marc Jacobs

„I'd like to believe that the women who wear my clothes are not dressing for other people, that they're wearing what they like and what suits them. It's not a status thing.“ Marc Jacobs

Brand Identity(2/2)

Socio-cultural context

Brand Identity

Stylistic Identity Retail Identity Communication Identity

- American Brand- New York Fashion Designer

- casual chic, nonchalant cool- lush shades

- metroplitan- young, fancy New York City Scene

- welcoming atmosphere- „bazaar display“

- provocation- idiosyncratic

Firm‘s history and competencies

High Consistency