/MARKETING PROJECT 3 /FALL /ALEXANDRA2020 CHENG
Tokyo-based label AMBUSH®, brainchild of self-taught designer Yoon Ahn and her husband, hip-hop artist, and producer Verbal, was initially conceived in 2008 as an experimental jewelry collection – innovative pop art inspired designs capturing a distinct Tokyo aesthetic. The iconic trademarked POW!® motif in particular received media coverage around the world. With apparel created as a can-vas to complete the story, AMBUSH® evolved into designing unisex collections.
ABOUT
AMBUSH® encourages diversity in the community, and allows industry players to feed off each other's ideas, for people to view familiar things in a whole new light. YOON & VERBAL believe that there is no division between the subcultures, and they look beyond others’ own ideals of Japan's fashion and explore its multitude of subcultures.
AMBUSH® keeps remixing cultures by borrowing from foreign ideas and then diversified it as much as possible to create their unique vision. They also reject the division between high fashion, streetwear, and Hip Hop, and do their part to make a connection in any art worlds.
MISSION & VISION
In 2018 AMBUSH® presented the brand's first runway presentation as part of Amazon Fashion Week Tokyo. Kim Jones named YOON as jewellery designer for Dior Men, and the first creations for the house debuting with the S/S 2019 collection in Paris. 2020 Now YOON is working on the release of Bvlgari bag & accessory collection.
The brand made its Paris debut in 2015 with VERBAL & YOON being listed as two of Business of Fashion’s Top 500 people influencing the global fashion industry for 4 consecutive years from 2015. In 2017 AMBUSH® was selected as one of the top 8 finalists for the LVMH PRIZE.
HISTORY
AMBUSH®’sstudio.
AMBUSH® opened its first flagship store on September 2nd 2016 in Tokyo, a space which encapsulates the brand’s ethos in a creative environment under one roof with the design
uniquely crafted parts form an idiosyncratic style that led to commissions and collaborations with an illustrious list that includes Louis Vuitton (Kim Jones), sacai, UNDERCOVER, Off-White, SHU UEMURA, Nike, CONVERSE, Rimowa, and GENTLE MONSTER.
Founded in 2002, AMBUSH is the second line created by the Tokyo-based design collective VERBAL and YOON. After the success of their jewelry brand Antonio Murphy & Astro, the creative duo decided to take an experimental approach to jewelry design. Instead of using 18K gold and precious stones, they began to play with different types of metals, stones, and plastics. AMBUSH has since built a strong celebrity fan base for its unique design and rather unusual appeal.
IDENTITYBRAND
Eschewing classification and living up to the surprise-attack the brand’s moniker implies, their streetwear offerings appeal to those who view apparel as an extension of the self, in all its contradictions. Riotous rock and vintage Americana collide unexpectedly with sleek hip-hop styling, while utilitarian hardware, irreverent graphic tees, and military-inspired accessories mesh seamlessly with chain-heavy bracelets and necklaces, expanding the label’s inimitably rebellious design aesthetic.
BRAND CONCEPT
Reflecting the fearless spirit and star-power magnetism of its founders, the duo’s unisex statement pieces quickly gained a following among fashion’s boldest and brightest. This rapid expansion led to a slew of collaborations with sought-after artists and tastemakers prior to the launch of their first ready-to-wear collection.
Values: Innovative, optimistic, and adventurous.
Education: College graduated and above
Psychography:
the
Generation: Late Millennials & Gen Z
Income: Middle to high income level
Behavioral:
Lifestyle: Love to live with arts, fashion, and pop cultures.
Motivatives/Desires: Seeking updated wardrobe that can be worn in a creative environment. Stay unique and on trend in urban cities.
Location: Urban cities, CBD area
Marital Status/Kids: Singles, couples, and married people without kids.
Activist mindset, fashion Conscious, & frequent travelers
Age: Gender:18-35All genders
Influence: Social media, fashion magazines, and websites.
Geography:
Beliefs & Attitudes: Easy going with trying everything new.
Demography:
TARGET MARKET
Country: Asia, North America, Europe, Australia, South Africa.
In Japan, fashion is a quiet form of expression, and this concept of accepting the most diverse forms of expression is well engrained in the community," Yoon says. "You do not mock a new style or idea, you do not bring each other down, you bring each other up. There is a place for every type of fashion personality."
Tapping Japan's undiscovered creativity
"People often have preconceived notions of how Japanese fashion culture functions," Yoon said. Even within the fashions of the Harajuku district itself, you'll see Lolita styles and then you'll see goth. There is an aura of mystery, which encourages you to dig deeper, because so much of Japan's own creativity is still undiscovered."
The Japanese denim jeans industry is one of the most prominent examples of taking on a classic and improving on it, according to Verbal. Although the classic blue denim jean originates from the United States, Japan now owns 70% of America's vintage denim, and according to enthusiasts, Japanese denim makers are considered to have developed the material's production to a level of perfection.
Crafting to excellence
Fashion as expression
Embracing 'remix culture'
It wasn't uncommon to see skateboarders dancing to rockabilly while listening to hip-hop all at the same time." The couple embraced "remix culture" early on in their business model. "Now it's no surprise to see these worlds collaborate, but back then, there was a dichotomy between the two worlds because high fashion turned its nose at streetwear and hip-hop,"
PERSONALITYBRAND
PRODUCT JEWELRY Necklace, earring, ring, bracelet, others. APPAREL Outwear, knit wear, dress, skirts, etc. SUNGLASSES Own line, collaboration line. WORKSHOP EXCLUSIVE Customerization, collaboration. DENIM COLLECTION Males & females’ oversized & relaxed collections.
PRICE JEWELRY & ACC $500-$700 $1500-$2000APPAREL $2000-$5000COLLABORATION
AMBUSH
PLACE
AMBUSH
AMBUSH
TOKYO
OSAKA AMBUSH X GENTLE RIMOWAAMBUSHMONSTERX
MIYAGI
PLACE AMBUSH OFFICIAL ONLINE WEBSITE AMBUSH OFFLINE STORE AMBUSH OFFLINE BOOTH IN DOVER STREET MARKET, I.T. AMBUSH INTERNATIONAL POP-UP STORE AMBUSH ONLINE RETAILER INCLUDING SSENSE, FARFETCH.
AMBUSH
RUNWAY
AMBUSH & CELEBRITY
PROMOTION XAMBUSHRIMOWA XAMBUSHCONVERSEAMBUSHXBVLGARI
FANS
MEET THE DESIGNERS INSTAGRAMAMBUSHVIDEOCOLLABORATIONAMBUSH&PRESSINSPIRATION
PROMOTION AMBUSH CAMPAIGN
AMBUSH OFFLINE EVENT
RESOURCE
Noel Khoo, Discover the new Bulgari Serpenti in collaboration with Yoon Ahn of Ambush, -collaboration-with-yoon-ahn-of-ambush#image-20842https://www.lofficielmalaysia.com/fashion/discover-the-new-bulgari-serpenti-inL’Officiel,
Eric Brain, DENIM by AMBUSH Shows How You Can Elevate the Canadian Tuxedo, AMBUSHMeetHypebeast,https://hypebeast.com/2020/9/denim-by-ambush-essentials-collection-yoon-ahn-distressed-jeans-jacket-shirtthedesignersbehindAmbush,VogueFrance,https://www.vogue.fr/fashion/profile/diaporama/meet-the-japanese-designers-behind-the-label-ambush/18944?image=5c36305aa3663c2f389ec215History,HighsNobiety,https://www.highsnobiety.com/tag/ambush/