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ACNE STUDIO (FINAL)

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Lea Ben Ichou

on 15 December 2012

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Transcript of ACNE STUDIO (FINAL)

HISTORY ACNE PAPER RUNWAY SHOWS S/S 2012 DESIGNER “Fashion is the best form of self-expression.
We like to design pieces that together form the coolest wardrobe, but is ultimately wearable."
---Jonny Johansson 1996
Established ACNE
in Stockholm,Sweden 1998
Launch of the first ACNE collection EDITOR : Thomas Persson (main)
Carine Roitfeld
(ex French Vogue Editor)

PHOTOGRAPHER : Mario Testino
Steven Meisel

FIRST EDITION : 2005 2001
Mikael Schiller becomes executive chairman of ACNE Studio ACNE TUXEDOS2003
Established ACNE Studio Production 2004 Established ACNE Paper 2008
Established ACNE Advertising Studio 2003
First store in Stockholm 2008
Launch first collection for children
ACNE Mini 2008
First store in Paris 2009
Opening store in Sydney, Australia 2005
Opening store in Berlin,Germany JOHN JOHANSSON 2012
Opening store in NYC 2010
Opening store in UK and Belgium 2012
Opening store in Copenhagen Work for Diesel before establishing ACNE STUDIO
Established the company in 1996
Original inspiration from 1920s-1930s Sweden furniture design called "Swedish Gray"
Inspirations mainly from Artists Andy Warhol and Keith Haring when first established ACNE. A.C.N.E
Ambition to Create Novel Expressions The look:
70s sportif
Silhouette:
Oversized uppers with tapered legs
Fabric & knit:
Denim, textured linen, ribbed cotton knits, traditional cable knit.
Print & pattern:
Splotchy camo, dense florals The look:
Sartorial sports
Silhouette:
Voluminous and relaxed or skinny and fitted
Fabric & knit:
Overdyed jacquard stripes, stiff denim, chambray, cotton shirting, leather, suede, cotton/silk and tech nylon
Print & pattern:
Graphic stripes S/S 2013 RUNWAY SHOWS Ignore the great promotional sources from own company
Lack of specific marketing strategy for US market
Slow expansion S.W.O.T ANALYSIS ACNE denim
Swedish brand
Strong online selling and millions of social media followers STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Strong competitors with strong marketing strategy
Knock-off appears when explore Asian Market like China
Missing international shipments Unexplored market with fanatical followers
Strong growth of social media
Collaborations with famous artists and famous Swedish brand COLLABORATIONS 2007
ACNE X TRETORN 2008 ACNE X LANVIN 2008
ACNE X BIANCHI 2008
ACNE X MICHAEL ZOBEL 2010
ACNE X CANDY MAGAZINE 2012
ACNE X SWONDON 2008
ACNE X FANTASTIC MAN MAG 2010
ACNE X HUSAM EL ODEH 2012
ACNE X SIGMUND 2011
ACNE X DANIEL SILVER MARKETING MIX Place:
Channels: Boutiques, E-shop
Stores : Europe, Asia, North America , Russia

First Paris flagship store in the Palais-Royal area in March 2008 Price:
Coats & Jackets : $650-$1,425
Pants : $270 - $375 Tees : $130-$145
Jacket $840-$1035 Shirts : $270-$365
Knitwear & Sweatshirts : $310-$1,815
Accessories : tie $13-$215
Jeans : $335-$365
Music Label :
vinyl $22 ; CD $7-$20 ; track $1,30; EP $4 ;
compil $7,5-$15,50 Promotion:
Press Offices:
France , North America, Japan.
Advertising:
famous magazines (Vogue , GQ , Brain...) and blogs (Hypebeast , the Ground ...)
Sales promotion :
Stores and website
Social media/E-mail Subscription
Facebook, Twitter , YouTube HISTORY ESTABLISHED in 2002
CREATORS: Gildas Loaec
Masaya Kuroki
AMBITIONS:
Create a structure that would combine all the things they were into, clothes, image and music .
STYLE:
Combining the philosophy of tradition - with a modern attitude and shapes for clothing that lasts. Timeless-elegance.
MUSIC DEPARTMENT:
Collaborations with a hundred of artists, such as Boys Noize , Bloc Party ,Digitalism , La Roux etc. The company made 10 studio albums between 2005 and 2012 and 33 compilations between 2002 and 2012 . For the first time in 2012 Kitsuné has compiled a quirky, eclectic selection of fresh new US artists. The compilation KITSUNÉ AMERICA. 2009
Kitsuné X Colette 2009
Kitsuné X Pierre Hardy 2010
Kitsuné X Pierre Hardy 2011
Kitsuné X Flousen 2010
Kitsuné X Yoshida 2012
Kitsuné X New Era 2012
Kitsuné X BWGH 2012
Kitsuné X Surrender 2012
Kitsuné X Pernod 2012
Kitsuné X Yasmine Eslami 2012
Kitsuné X J.M Weston KITSUNÉ is a French electronic music&fashion record label. Product :
Coats &Jackets Tees
Pants Jeans
Suits Shirts
Knitwear Sweatshirts
Shoes Accessories
Collection Kitsuné Tee
Collection Parisien
Music Label COLLABORATIONS KITSUNÉ A.P.C. HISTORY & DESIGNER
JEAN TOUITOU:
Born in Tunisian in 1951 and raised in Paris
Study at l'Ecole Alsacienne in Paris
Joined KENZO design team in 1977
Worked for Agnès B.

HISTORY:
In 1988, Jean Touitou launched first A.P.C. women's collection in Paris, France.
The Name of the brand A.P.C. is an abbreviation of Atelier de Production et de Creation (Workshop Production and Creation) COLLABORATIONS 2012
A.P.C. X LOUIS. W 2012
A.P.C. X L.G.R 2012
A.P.C. X NIKE 2012
A.P.C. X CARHARTT 2011
A.P.C. X VANS MARKETING MIX Place:
Channels: Boutiques, E-shop
Coverage: Europe,East Asia(e-store),
USA, Australia.
Target Market: 20yo-45yo
Inventory: Plain, simple
Stores: Australia(6), USA(8),Asia(13)
Europe(75), Canada(8) Price:
Accessories: $90-$400
Belts: $135-$165 Music: $15-$35
Cardigans:$235-$560 Coats:$340-$1000
Jackets: $325-$620 Jewelry:$50-$70
Collaborations:$35-$2205
Pullovers:$235-$430 Shirts:$180-$450
Shoes:$310-$605 Shorts:$135-$180
Sweatshirts:$135-$400 Jeans:$180-$340
T-Shirts:$75-$120 Bags:$70-$560 Promotion:
Press Offices: Europe, North America, East Asia
Advertising: E-shop,magazine editoral pages
Personal selling in store and outlet
Sales promotion via collaborations
Public relations via collaborations and
Social media/E-mail Subscription Product:
Accessories Belts
Music Cardigans
Casual Jackets Coats
Jackets Jewelry
Collaborations Pullovers
Shirts Shoes
Shorts Sweatshirts
T-Shirts Jeans Trousers
Denim Bags Objects
Bad online customer services
Lack of creative design makes every season collection unrecognizable
Lack of strong promotion strategies S.W.O.T ANALYSIS Selling lifestyle and delicate basic designs
French brand
Great coverage all over the world and well-known by American customers STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Strong competitors with strong marketing strategy and similar design
Knock-off appears when explore Asian Market like China
Missing shipments Strong growth of social media
Unexplored market with large populations
Collaborations with famous artists
Music department more famous than clothing.
Smaller target market , younger
Clothes are not really well-tailored S.W.O.T ANALYSIS French brand
Famous Music department
A lot of collaborations with very famous brands and artists. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Knock-off
Illegal downloading of their music
Missing shipments Growth of social media
More collaborations
Open more store in USA MARKETING MIX Poduct:
Coats Sweatshirts
Jeans Tops
Suits Blouses
Shoes Knitwear
Dresses Trousers
Kid Lines Accessories
Small leather goods Place:
Channels: Boutiques, E-shop
Coverage: Europe, East Asia(e-store),
USA,Australia.
Target Market: 22yo-45yo
Inventory: Plain, simple but strong
Stores: Australia(2), USA(2),
Europe(23) Price:
Coats: $270- $2300 Jeans: $200- $350
Dresses:$300-$1300 Tops: $80-$430
Knitwear: $240-580 Suits: $480-$650
Tops: $80-$430 Trouser: $200- $1300
Shoes: $470- $1300
Accessories: $85- $800
Small leather goods: $80 -$500 Promotion:
Press Offices: Europe, North America, East Asia
Advertising: Acne Paper, E-shop
Personal selling in store and outlet
Sales promotion via collaborations
Public relations via collaborations and Acne family
Social media/E-mail Subscription WHY ACNE STUDIOS 1. NOT WELL-KNOWN IN US MARKET

2. UNCLEAR BRAND NAME

3. STEREOTYPE OF ONLY BEING FAMOUS FOR JEANS

4. SLOW EXPANSION ON HOME PRODUCTS

5. LACK OF COMPAIGN AND ADVERTISING

6. UNRECOGNIZABLE VISUAL MERCHANDISING COMPETITIVE ADVANTAGES 1. SWEDISH BRAND:
Being pratical rather than aggressive
A country has a lot great denim brands
2. ACNE DEMIN:
A pair of jeans for both dress-up or casual wear
SURVEY: (Based on 50 peoeple who own ACNE jeans)
DO YOU ACNE JEANS FADE OR SHRINK AFTER WASHING?
1. ACNE jeans fade after washing. (4%)
2. ACNE jeans shrink after washing.(0%)
3. ACNE jeans fade and shrink after washing. (2.5%)
4. ACNE jeans do not fade and shrink after washing. (93.5%)
3. AMBITION TO CREATE NOVEL EXPRESSION
Different from A.P.C.'s simple and basic design
Not like KITSUNÉ's jeans designing with too urban elements
4. ACNE TUXEDO --- "LITTLE BLACK DRESS" FOR MEN
Classic tuxedo shape with unique colors
Bespoke jacquard fabrics and silks from Italy
A whole great collection styling with ACNE TUXEDO LOGO MODIFICATION COLLABORATION Ambition to create novel expression SURVEY ONE(based on 40 people):
1. I like current ACNE STUDIO's logo (5%)
2. I don't like ACNE STUDIO's logo(95%)
Remind me of facial problems(100%)
The font looks bad(0%) SURVEY TWO(based on 50 people):
1. Change the entire logo (2%)
2. Capitalize each letter (19%)
3. Add period between each letter (23%)
4. Add the explanation under the logo (56%) WITH
SWEDISH HOUSE MAFIA Swedish House Mafia is a Swedish electronic dance music trio consisting of three house disc jockeys and producers, Axwell, Steve Angello, and Sebastian Ingrosso. COLLABORATION WITH
SWEDISH HOUSE MAFIA Ambition to create novel expression Ambition to create novel expression Ambition to create novel expression SURVEY THREE (Based on 50 people):
1. LOREEN (16%)
2. SWEDISH HOUSE MAFIA (67%)
3. AXWELL (9%)
4. STEVE ANGELLO (8%) + Price : $120 2012 SHM SINGLE
Original Mix for Acne
GIFT with the tee Ambition to create novel expression COLLABORATION with 1. SWEDISH BRAND
2. GREAT OVERAGE IN US MARKET
3. PUBLIC RELATIONS WITH ACNE ADVERTISING 1. HISTORY OF ACNE STUDIOS

2. CURRENT SITUATION OF ACNE STUDIOS

3. COMPETITORS OF ACNE STUDIOS

4. STRENGTH OF ACNE STUDIOS

5. FUTURE OF ACNE STUDIOS

ACNE ACNE ADVERTISING ACNE ART DEPARTMENT ACNE PRODUCTION ACNE JR ACNE PAPER ACNE FASHION & DENIM Ambition Create Novel Expression to CONTENT HISTORY
OF PRESENCE
OF COMPETITORS
OF STRENGTHS
OF FUTURE
OF ACNE ADVERTISING&PRODUCTION FOUNDED IN 1996
ACNE has bravely entered all kinds of communication areas head on. Advertising, design, commercial film production, feature films, tv-formats, online games, web production, mobile phone apps.
ACNE portfolio includes work for superbrands such as Hermés, Audi, BMW, BBC, Nike, Sprite, Sony, IKEA, and many more. BMW HERMÈS NIKE SURVEY(BASED ON 50 PEOPLE WHO SHOP IN ACNE)
1. DO YOU SHOP IN IKEA?
YES (89%)
NO (11%)
2. WHAT WOULD YOU BUY FROM IKEA IF YOU DO NOT NEED FURNITURE?
PILLOWS(13%)
BED SHEETS&BLAKETS(40%)
CANDLES (28%)
SNACKS (12%)
SMALL TOYS (7%)
3. WOULD YOU BUY ACNE STUDIOS x IKEA CANDLES?
YES (79%)
NO (4%)
AFTER SMELL IT (17%)
4. WOULD YOU BUY ACNE STUDIOS x IKEA BED SHEETS?
YES (91%)
NO (9%) SPECIAL EVENT GET THE TUXEDO INVITATION FOR
TUXEDO COCKTAIL NIGHT & SWEDISH HOUSE MAFIA NIGHT ONLY FROM ACNE STUDIO HOW TO INVITED?
SUBSCRIBE WITH OUR ACNE PAPER ONLINE TODAY!
BUY ACNE TUXEDO OR ACNE X SWH TEE IN NYC SOHO STORE TODAY!
PURCHASE IN STORE OVER $300
WHEN ?
CHRISTMAS DAY: DEC. 26TH 2012 (TUXEDO COCKTAIL NIGHT)
<DRESS-UP WITH ACNE TUXEDO REQUIRED>
NEW YEAR'S EVE: DEC. 31ST 2012 (SWEDISH HOUSE MAFIA DJ NIGHT)
<GET A REAL SWEDISH HOUSE MAFIA SIGNATURE ON ACNE X SWH TEE> SPECIAL EVENT TARGET CUSTOMER IMAGE ACCESSORIES
DETAILS
TRAVEL
NEW PRODUCTS
SOCIAL MEDIA
STYLE
DJ & FRIENDS
SUN TARGET CUSTOMERS ACNE TUXEDOS ACNE TUXEDOS Model by Mr Robert Konjic ACNE TUXEDOS ACNE TUXEDOS ACNE TUXEDOS ACNE TUXEDOS ACNE TUXEDOS ACNE TUXEDOS ACNE TUXEDOS ACNE TUXEDOS "I like the tuxedo; it's a uniform. Let's think of it as a classic 'little black dress' for men," says Mr Jonny Johansson, Acne's creative director. COLLABORATION with PRICE: $35 LIME
&
BLACKBERRY
&
LAVENDER RAINBOW: $159 CANDY: $149 VISUAL MERCHANDISING MODIFICATION MESSY WITH PALE LIGHTING
CLICHÉ TO USE BLACK & WHITE USE OF RAW MATERIALS
USE OF FIXTURES
CREATE AN UNIQUE ATMOSPHERE
LOFT STYLE CREATES A STUDIO FEELING ACNE ADVERTISING DEPARTMENT
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