Acne Brand Book

Ambition to Create Novel Expressions

Alice Walker Word Count: 1630

Contents Brand Story-1 Vision, Mission and Values-3 Brand Positioning-4 Brand Platform-5 Tone Of Voice-6 The Customer-8 Logo Guidlines-10-11 Font-10 Colour Palette-12 Store Requirements-15 Products-16 Communication-19

Our Story

We are a Stockholm based fashion house, founded in 1996. The name ACNE stands for “Ambition to Create Novel Expressions” and it is part of our creative collective that focuses on graphic design, film, production and advertising. Cofounder and Creative Director Jonny Johansson evolved his passion for photography, art and architecture into fashion when he created one hundred pairs of denim jeans with red stitching and gave them to friends and family. Wallpaper and Vogue Paris quickly picked up on the popularity of the jeans and we rapidly expanded our fashion offering wider than denim. In 2006, Acne Studios became a standalone company and separated from Acne Film, Acne Advertising and Acne Digital. Our collections cover men’s and women’s ready-to-wear, footwear, accessories and denim. “In addition to the Stockholm headquarters, Acne Studios has flagship stores in Paris, London, New York City, Los Angeles and Tokyo.” (Acnestudios.com, 2017)

“Soon, editorials from Wallpaper and French Vogue turned up. We were not prepared at all”

(Johansson, Wall street journal, 2013)

1

Vision Vision “Ambition to create novel expressions.” Be more than

“Ambition to create novel expressions.” Be more than “only” fash“only” fashion, develop a lifestyle brand offering highly ion, developcoveted a lifestyle brand offering highly coveted products and products and find a balance between commercial realism and creativity. find a balance between commercial realism and creativity.

Mission Mission

To create products for the art inclined consumer, show the symbolic value of individuality, innovative style and high fashion.

Values

We believe being proud of our products includes being proud of the conditions in which they are made. Our core values share the desire to tell stories, to engage people, to make them think or feel something. This is achieved by staying clear of traditional forms of advertising.

2

Values

3

Positioning We have recently repositioned ourselves as a “modern luxury brand” by promoting increasingly high-profile ready-to-wear shows at Paris fashion week. As part of the change, it has diversified and up scaled our product offering, expanding into a wide range of categories, including knits and outerwear. We are now a “bridge” market brand, challenging high-end fashion with products that are more available in terms of price and have an appeal to the new, millennial customers.

In terms of competitors it is difficult to determine. We do not conform to the typical “rules” of other fashion houses, however we are primarily a denim provider so this perceptual map shows our top competitors in terms of sharing similar products like denim or their creative communication strategies.

High Cost

. .

.

.

.

Classic

Fashionable

. .

Low Cost

.

“The fashion business knows this (bridge market) as ‘contemporary clothes’, i.e. clothes that are designer but don’t break the bank”. (Wintour, 2008)

4

Rebellious

Unique

Platform

Casual

Acne has changed consumers conceptions into a fashion label rather than an association of the origin of the word “Acne”.

We view ourselves as an aspiring brand, conveying a laid back life-style, not caring too much about facts and figures but more on creating truly desirable products that reflects the passion of the company.

We go by our own rules and don’t explain everything to everybody, staying mysterious and creating things in our own unique way. We don’t overdo it and don’t overthink which makes us so appealing in a time where consumers are bombarded with marketing messages, our brands allows the customer come to us, not the company intruding the customer.

Cool

Daring

Authentic

Innovative

Inspiring

Creative

Stimulating

Relaxed

Contemporary

5

Tone Of Voice On social media we like to be friendly and helpful but also formal. Our posts are very straight to the point, clear and concise and talk to the consumer on the same level rather than being patronising. The photographer or other people that may have had an Influence on the post get full recognition. However, our Creative Director and Executive Chairman (Jonny Johansson and Mikael Schiller) speak on behalf of the brand in a much more relaxed, witty and light-hearted way showing the laid back nature of the brand and the “not trying too hard” persona we like to convey.

“I mean this is not an exact science, but you can have some cautions, like, ‘Ok, we don’t have any debt right now, because if worst comes to worst we could borrow some money from the bank.’” (Schiller BOF, 2013)

6

7

The Acne Customer

Aged between 25-35 both men and women.

The Acne customer is independent.

He/she Lives in a cosmopolitan, suburban area in the city in either London, Stockholm, berlin, Paris or Copenhagen in an airy, modern and minimalist apartment.

They work in fashion, architecture or graphic design so generally in the creative industry.

They are open minded with liberal political values, concerned with social issues and open to change with a high level of education, therefore have a high income to be able to invest in quality Acne products.

His/her interests include visiting art museums, traveling, architecture and going to the cinema or the theatre.

They do not dress to attract attention from others but to express their own unique style.

They value high quality over quantity whilst also being impulsive while shopping.

His/her personality would include being confident, outgoing, eccentric, unconventional and creative.

They thinks outside the box, being a trendsetters and taking care in their appearance with an effortless look that isn’t trying too hard.

Eccentric Unconventional Creative

8

9

It is important that our brand mark is always well positioned with consideration of it’s particular guidelines. It is more than just a corporate sign, the mark should always be placed within an area of clear space. It should always sit apart from other graphics elements and by giving the mark air to breathe we are expressing quality and assurance to our customers.

1) Correct example of greyscale colour scheme with heritage crest

Usage

2) Correct example of the pink logo with the appropriate amount of space

3) The logo requires separation from the other elements around it

Errors

4) The logo must not be stretched or distorted in anyway

Minimum Space

5mm 10mm

The font we use is Scania sans “in close collaboration with Acne Studios we developed a new typeface for their visual identity. The fonts were made in specific optical weights for use on light or dark backgrounds. The Acne Studios logotype and the Acne Studios typeface is designed by Johannes Svartholm.” (Lettersfromsweden.se, 2014)

10

Logo Guidlines

The word ‘Acne’ is known as a skin disorder but it actually stands for ‘Ambition to Create Novel Expressions’. It is memorable and meaningful and we as a brand can go by two main logos.

The first reflecting our heritage with a sophisticated, older style font with the brand crest directly underneath, which is a simple figure of the head office with the letters ACNE STUDIOS STOCKHOLM surrounded. Whenever using the logo Acne and Studios must start with a capital letter. The second logo is more modern and minimalistic with a clear, crisp font. The text is always in either black or white and is placed on a black, grey or pink background. The logo can be found on store signs, shopping bags in both cardboard and plastic, business cards, paper packaging, clothes tags, window displays, marketing campaigns, their website and all social media platforms. Only recently we have started using our logo as being type back to front in our s/s17 campaigns.

11

Colour Palette

Reflecting the purity and urban style of the brand by the use of neutral tones with a gentle touch by the use of bright and vivid colour accents defining the seasons. These shades of blues and pinks were named the “colour of the year� for pantone in 2016 meaning our colour scheme is very current and up to date. It relates to the Zeitgeist movement of gender neutrality that is currently happening in society.

12

13

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Store Requirements

The colour scheme for our products must have a mirroring effect when on hangers to be aesthetically pleasing to the customer.

Also the hangers are white with the brand logo on the top and hung on silver railings. Knitwear or jackets are hung on thicker hangers and no two products are placed together to give a minimalistic effect. With Bla Konst being our new range of denim, it is presented at the front of the store with separate labelling to promote the collection, the more established products like our leather jackets, can be placed towards the back of the store.

Each of our stores are different to show the individuality of the brand but they often share the same industrial feel. It is very important that the interior is interesting to the customer, not just a place to buy clothes but somewhere to feel inspired. There is an opportunity for customers to have an appointment “we offer a personal service dedicated to those who would like to experience Acne Studios in privacy. As our customer, you have the possibility to experience our exclusive and extended service through a personal meeting“ (Acnestudios.com, 2017)

15

Products We as a brand have always been about volumes. Jonny Johansson likes to use a lot of fabric creating oversized, layering pieces with over exaggerating proportions and forms although the looks always have a simplicity about them.

Growing up in Sweden, Johansson took inspiration from Swedish minimalism and practicality, characterised with high quality to a medium to high price range to reflect the exclusiveness of the products. This features quality of fabrics and the craftsmanship provided.

We are famous for our leather products, especially our jackets. Leather is used in almost every collection as Jonny likes to work with natural materials. Other products include dresses, tops, jeans, shorts, skirts, shoes , bags, jewellery, swimwear, underwear and sunglasses.

16

17

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Communication Honesty is seen as one of our biggest values. This statement can be proved by our refusal to have classic advertising campaigns. This communication method distinguishes us from other brands and supports our vision to inspire the consumer. Therefore as a brand we chose to publish a magazine called Acne Paper, it covers the topics of art, photography, architecture, design, culture and fashion. Each issue follows a theme that is interpreted by selected contributers from their field of expertise.

These include Carine Roitfield (former editor of Vogue Paris) David Lynch (director) Sarah Moon (photographer) and many more creatives. We are still however on social media channels to keep up with competitors.

Although we are very brief and only post about new products or campaigns which allows our customers to seek out information themselves rather than us bombarding them.

“We never paid anyone and we don’t want to” says Johansson. “that doesn’t mean we don’t like celebrities wearing our clothes but that strategy is cold and hard and short-lived. Our brand is about product. If you start from there everything will fall into place.” This shows that we are not the typical commercial or corporate fashion brand that is prominent in the market. Everything we do is sending a message to its customers and we as a brand are very particular in terms of communication. In advertising we take the minimalist approach, basically relying on word of mouth When it came to the packaging, executive chairman Mikeal Schiller left it to Johansson with a few words of advise “I told Jonny we need recognisable bags” “he went full on. Now you see these butch guys walking around with pink bags everywhere”

“At Acne all the activities revolve around one core principle: art and industry are equal. Whether their working in the digital, film, advertisement, apparel or paper department, the creative collective of Acne always takes this principle as lead” (Swiatkovski, 2010)

19

“When your brand equity is strong, customers will buy more of that certain brand, they’ll recommend it to other people, they’re more loyal and less likely to lose them to a competitor” (Keller, 2012).

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List Of Illustrations Acne studios logo, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/ about.html [Accessed 26 Mar. 2017].

Acne biker jacket Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/ about.html [Accessed 26 Mar. 2017].

Store interior Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/about. html [Accessed 26 Mar. 2017].

S/S17 runway in Paris HĂ´tel Potocki Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios. com/uk/en/about/about.html [Accessed 30 Mar. 2017].

Acne Dover street, London sign whistles.com (2017) www.whistles.com [online] Available at: http://www.whistles.com/inspiration/ whistles-neighbourhood-mayfair.html?utm_campaign=WhistlesNeighbourhoodMayfair&utm_source=Social&utm_medium=Pinterest [Accessed 30 Mar. 2017].

Acne NYC store sign (2017) by Shanna Ravindra [online] Available at: http://www.harpersbazaar.com/fashion/designers/g2080/acne-boutique-nyc/?slide=1 [Accessed 30 Mar. 2017].

Acne Studios Adriana Crackled Sneaker Pinterest.com (2016) www.pinterest.com [online] Available at: https://uk.pinterest.com/ pin/320811173442199765/ [Accessed 31 Mar. 2017].

Acne Studios and William Wegman Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios. com/uk/en/about/about.html [Accessed 26 Mar. 2017].

Fall/Winter 2017 runway Pavillon Cambon Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnest dios.com/uk/en/about/about.html [Accessed 31 Mar. 2017].

Acne Studios’s Biggest Street Style Hits (2017) www.style.com. [online] Available at: https://uk.pinterest.com/ pin/320811173442609259/ [Accessed 26 Mar. 2017].

Acne Studios dark grey logo, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/ en/about/about.html [Accessed 30 Mar. 2017].

Acne Studios light grey logo, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/ en/about/about.html [Accessed 30 Mar. 2017].

Acne Studios typeface, Johannes Svartholm (2014) lettersfromsweden [online] Available at: http://lettersfromsweden.se/custom/#acne [Accessed 1 Apr. 2017].

Acne packaging and communication (2016) Yagmur Kutlu [online] Available at: https://s-media-cache-ak0.pinimg.com/originals/84/ c7/08/84c7089e938e9307bea1db553a48f87d.jpg [Accessed 1 Apr. 2017].

Colour mood board (2017) Bytaramcgovern.blogspot.co.uk. [online] Available at: http://bytaramcgovern.blogspot.co.uk/2014/11/ marc-jacobs-vs-acne-studios.html [Accessed 24 Apr. 2017].

Rose Quarts Pantone.com. (2017). Pantone Color of the Year 2016 - Color Formulas, Guides & Standards. [online] Available at: http:// www.pantone.com/color-of-the-year-2016-color-standards [Accessed 4 Apr. 2017].

Cool Gray Pantone.com. (2017). PANTONE Cool Gray 6 UP - find a PANTONE Color. [online] Available at: https://www.pantone.com/ color-finder/Cool-Gray-6-UP [Accessed 4 Apr. 2017].

277 UP Pantone.com. (2017). PANTONE 277 UP - find a PANTONE Color. [online] Available at: https://www.pantone.com/color-finder/277-U [Accessed 4 Apr. 2017].

Black C Pantone.com. (2017). PANTONE 277 UP - find a PANTONE Color. [online] Available at: https://www.pantone.com/color-finder/ Black-C [Accessed 4 Apr. 2017].

P 1-1 C Pantone.com. (2017). PANTONE 277 UP - find a PANTONE Color. [online] Available at: https://www.pantone.com/color-finder/P-1-1-C [Accessed 4 Apr. 2017].

Acne Studios colour scheme (2017) gaelepierre.com [online] Available at: https://uk.pinterest.com/pin/320811173442199821/ [Accessed 4 Apr. 2017].

Pelha, Street Store, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/ about.html [Accessed 26 Mar. 2017].

Aoyama Store, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/ about.html [Accessed 26 Mar. 2017].

Acne scarf. (2017). Photo (vanilla-coffe). [online] Available at: https://www.bloglovin.com/blogs/vanilla-coffe-3241843/photo-4574895160 [Accessed 4 Apr. 2017].

Fray indigo denim jacket, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/ about/about.html [Accessed 4 Apr. 2017].

White shirt (2017). simply aesthetic. [online] Available at: https://simply--aesthetic.tumblr.com/post/112627173006 [Accessed 4 Apr. 2017].

Acetate sunglasses NET-A-PORTER. (2017). Acne Studios - Pearlescent square-frame acetate sunglasses. [online] Available at: https:// www.net-a-porter.com/gb/en/product/382062 [Accessed 24 Apr. 2017].

Drak denim, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/about. html [Accessed 4 Apr. 2017].

Pointed boots, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/ about.html [Accessed 4 Apr. 2017].

Acne Paper summer (2011) Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/ about/about.html [Accessed 8 Apr. 2017].

Bourke Street store, Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/ about.html [Accessed 9 Apr. 2017].

Dover Street window display Instagram. (2017). Instagram post by Peter Do [online] Available at: https://www.instagram. com/p/00rAJJmjzR/ [Accessed 9 Apr. 2017].

I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.

Signed ………………………………….. Date……….

References

Acnestudios.com. (2017). www.acnestudios.com. [online] Available at: http://www.acnestudios.com/uk/en/about/about.html [Accessed 26 Mar. 2017].

Keller, K. (2013). Strategic brand management. 1st ed. Boston: Pearson.

Lettersfromsweden.se. (2017). Custom letters from Sweden. [online] Available at: http://lettersfromsweden.se/custom/#acne [Accessed 28 Mar. 2017].

Pantone.com. (2017). PANTONE 13-1520 TCX Rose Quartz - find a PANTONE Color. [online] Available at: https://www.pantone.com/color-finder/13-1520-TCX [Accessed 30 Mar. 2017].

The Business of Fashion. (2017). Mikael Schiller on Acne’s Unexpected Journey. [online] Available at: https://www.businessoffashion.com/articles/intelligence/mikael-schiller-on-acnes-unexpected-journey-acne-jeans-kering [Accessed 27 Mar. 2017].

Veronique M Klomp | Blog about branding with a dash of fashion. (2017). Assignment Two | Describe a Brand: Acne Studios. [online] Available at: https://veroniquemklomp.wordpress.com/2013/09/13/assignment-two-describe-a-brand-acne-studios/ [Accessed 1 Apr. 2017].

Wearona. (2017). Bridge brands challenge high-end fashion. [online] Available at: http://www.wearona.com/style/bridge-brands-challenge-highend-luxury/ [Accessed 27 Mar. 2017].

Yaeger, L. (2017). How to Succeed in Fashion Without Trying Too Hard. [online] WSJ. Available at: https://www.wsj.com/articles/SB10001424127 887324678604578340402927911328 [Accessed 28 Mar. 2017].

Bibliography

Articles Fair Ware Foundation (2016). Acne Studios Social Report 2015–16.

Journal, G. (2017). Acne Studios – Portfolio Part 1. [online] acnestudiosbrandmanagement. Available at: https://acnestudiosbrandmanagement. wordpress.com/2015/05/03/acne-studios-portfolio-part-1/ [Accessed 28 Mar. 2017].

The Business of Fashion. (2017). Acne Reboots Denim Strategy. [online] Available at: https://www.businessoffashion.com/articles/bof-exclusive/ acne-reboots-denim-strategy?trk_component=ArticleListing&trk_placement=MainColumn&trk_design=SingleColumnWithVariedCards&trk_ page=CategoryListing&trk_source=Recent [Accessed 27 Mar. 2017].

The Independent. (2017). Acne: A clear winner. [online] Available at: http://www.independent.co.uk/life-style/fashion/features/acne-a-clear-winner-783462.html [Accessed 27 Mar. 2017].

Books Beverland, M (2009) Building brand authenticity, 7 habits of iconic brands Mootee, I (2013) 60-minute brand strategist, the essential brand book for marketing professionals, Hoboken, NJ : Wiley Magazines Pieri, K. (2017). Tales in Retail: Acne’s New York Flagship. [online] Harper’s BAZAAR. Available at: http://www.harpersbazaar.com/fashion/designers/g2080/acne-boutique-nyc/?slide=5 [Accessed 1 Apr. 2017].

Something About Magazine. (2017). The Evolution of ACNE Studios. [online] Available at: https://www.somethingaboutmagazine.com/evolution-acne-studios/ [Accessed 27 Mar. 2017].

Vogue.com. (2017). Cite a Website - Cite This For Me. [online] Available at: http://www.vogue.com/article/acne-studio-jonny-johansson [Accessed 26 Mar. 2017].

Social Media Brand.twitter.com. (2017). Twitter Brand Resources. [online] Available at: https://brand.twitter.com [Accessed 27 Mar. 2017].

Instagram.com. (2017). Acne Studios (@acnestudios) • Instagram photos and videos. [online] Available at: https://www.instagram.com/acnestudios/ [Accessed 1 Apr. 2017].

Pinterest. (2017). Acne Studios (AcneStudios). [online] Available at: https://uk.pinterest.com/AcneStudios/ [Accessed 1 Apr. 2017].

YouTube. (2017). Acne Studios. [online] Available at: https://www.youtube.com/user/acnestudios [Accessed 1 Apr. 2017].

Websites Highsnobiety. (2017). ACNE Sweden Interview | Highsnobiety. [online] Available at: http://www.highsnobiety.com/2015/03/25/jonny-johansson-tomas-skoging-acne-interview/ [Accessed 27 Mar. 2017].

Wheeler, A. and Wheeler, A. (2017). How ‘Tumblr Pink’ Became the Most Ubiquitous Color in Fashion Branding. [online] Fashionista. Available at: http://fashionista.com/2016/08/tumblr-pink-fashion-color-trend [Accessed 30 Mar. 2017].

Yaeger, L. (2017). How to Succeed in Fashion Without Trying Too Hard. [online] WSJ. Available at: https://www.wsj.com/articles/SB10001424127 887324678604578340402927911328 [Accessed 22 Apr. 2017].

Ambition to Create Novel Expressions