x
ROSH
table of contents
01
introduction
07
02
historical timeline
08 other activities
03
the brand
09
structure of costs
04
the designer
10
conclusion / short brief
05
the collection
11
references
06
the creative concept
fashion show elements
01 introduction
This project is based on three previous courseworks in which an editorial platform named ROSH was developed. In order to promote and position the magazine, we will work with an already established brand. We will promote it in the luxury fashion industry. Working with Gucci, which is one of the most renamed luxury fashion brands, we hope to gain brand awareness and recognition. In the introduction section, the objectives and communication strategy will be explored.
Gucci is an already established brand which embraces creativity and art, such as ROSH does. This is why Gucci and ROSH would complement each other perfectly. This collaboration could benefit both brands by achieving great success and targeting millennials who value creativity, spontaneity and craziness.
The fashion show will be dedicated to the fashion side of ROSH, but it will also have gastronomic references, always embracing art and creativity with the purpose of provoking emotion through communications 3.0 and marketing 4.0.
ROSH objectives Promote & position the editorial platform Achieve prestige and be part of the luxury industry Gain brand awareness and recognition Achieve high sales Earned media Generate traffic on ROSH website Connect with strategic markets
Gucci objectives Brand activation Present Fall Winter 2018 collection Increase sales and client base Gain brand awareness and recognition Earned media Promote the brand Connect with key markets Strengthen the relationship with customers
communication strategy
1
Launching
Editorial platform launch (ROSH), January 2019
2
Positioning
Brand activation: fashion show, art gallery and showroom, February 2019
3
Consolidation
New events to consolidate the already positioned brand. These will include art, gastronomy and fashion (2019)
02 historical timeline This section will include; the most important and relevant moments of the brand, fashion show trends, menswear fall winter 2018 2019 trends, womenswear fall winter 2018 2019 trends and the last 3 Gucci collections and fashion shows.
Guccio Gucci opens his first stores in Florence.
Opening of the first store in America (New York)
The first fragance is launched
Tom Ford is hired to oversee women’s ready to wear
1921
1953
1975
1990
1935 Guccio finds alternatives to imported leather and other materials. Its first successful suitcases are made from it.
1961
1989
The GG logo is applied to canvas and used for bags, small leather goods, luggage and the first pieces of clothing.
Richard Lambertson is hired to be the design director
1994 Tom Ford is appointed creative director. His first collection is a critical and commercial success, putting the label back aty the forefront of fashion
With Ford’s collection of white cutout jersey dresses, the brand establishes as dedicated to evening glamour, attracting Hollywood actors and actress.
1997
Frida Giannini, previously handbag designer for Fendi, joins the label’s accessories department.
Gianni is appointed creative director of women’s ready to wear. A year later, she becomes the creative director for menswear.
Alessandro Michele is named creative director.
2002
2005
2015
2000
2004
Opening of the era of the Gucci “IT” bag.
Ford and De Sole leave the company. John Ray takes over men’s design. Alessandra Facchinetti takes women’s and Giannini becomes creative director of accessories.
2011 90th anniversary.
fashion show trends architecture Many firms, such as; Prada, Chanel or Gucci have been choosing different and non usual venues in which the architecture of it has a lot of importance. Venues are a huge part of the show and can determine the success of it if it is well chosen. Attendants expect to be surprised with a place that will not leave them indifferent.
technology Nowadays, technology plays a very important role in our lives. We use technology for everything and we are surrounded by it constantly. Since two or three years ago, fashion firms have been using technology in their fashion shows; in form of virtual reality, live streaming, holograms or even technological accessories in the collection. In the Chanel Spring Summer 2017 fashion show, we could see technological references in the catwalk and even mega-data along the runway.
art The statement “fashion is art� has been appearing in the media since many years ago. This has lead firms to include art in many forms in their fashion shows; with artistic performances, paintings and artistic venues. Gucci, for its resort fashion show in 2018 , chose the Palatine gallery of the Palazzo Pitti in Florence.
nostalgia Nostalgia has been a very powerful trend in the last years. As the years go by, we tend to develop nostalgia for our younger days and moments. Nostalgia evokes a feeling, it makes us be emotional and feel something. Living again certain memories and icons make us feel good. For Spring Summer 2017, Moschino created a show in which models seemed paper dolls like the ones we played with when we were younger.
menswear fall winter 18/19 trends brown colour
Ermenegildo Zegna, Marni, Louis Vuitton, Chalayan, Prada and many more brands have used different shades of brown in their fall winter 2018/2019 collections.
Chalayan
Marni
Chalayan
Prada
statement jumpers
Louis Vuitton
Hermès
Acne Studios
Statement jumpers have also been very popular this season. Brands such as Louis Vuitton, Hermès, Acne Studios, Alexandre Mattiussi and many more have used this trend.
Louis Vuitton
menswear fall winter 18/19 trends padded jackets
Facetasm, Balenciaga, Rick Owens, Sacai and many more brands have been showing different coloured padded jackets in their fashion shows.
Malibu 1992
Balenciaga
Rick Owens
Sacai
business look
Vetements
Balenciaga
The business look is a very popular trend for the fall winter 2018/2019 season. Brands such as Vetements, Balenciaga, Vivienne Westwood or Versace have shown their own style and versions of this business look.
Versace
Vivienne Westwood
womenswear fall winter 18/19 trends silver colour
Balmain
Silver and metallic colours have been one of the protagonists of the fashion shows of brands such as Balmain, Dior or Paco Rabanne.
Dior
Paco Rabanne
animal print
Animal print has been a trend for many years but this fall winter 2018, it has come stronger than ever. Firms such as Versace, Balenciaga or Tom Ford have included this print in many of their designs.
Versace
Balenciaga
Tom Ford
womenswear fall winter 18/19 trends tweed
Tweed has also been one of the biggest trends of this season. Brands such as Chanel, Lutz Huelle, Adam Lippes or Zimmermann have been showing their tweed designs in the fashion week.
Zimmermann
Chanel
Lutz Huelle
Adam Lippes
pleats
Balenciaga
Valentino
The last trend is pleats. Pleats have been seen in many fashion shows of this season in brands such as Balenciaga, Valentino, Fendi, Temperley and many more.
Temperley
Fendi
last three Gucci collections & fashion shows (without including the fall winter 2018/2019 collection, which is the one chosen for the fashion show and will be explained later)
Gucci Fall Winter 2017/2018
This collection was the first collection in which men and womenswear were shown in the same Gucci fashion show in Milan. The collection was inspired by the vintage style but also futurism. It is full of accessories, details and floral motifs. The collection is called The Alchemist’s Garden; An Anti-modern Laboratory. The models went through the runway, which was a glass tunnel next to a pyramid.
last three Gucci collections & fashion shows (without including the fall winter 2018/2019 collection, which is the one chosen for the fashion show and will be explained later)
Gucci Resort 2018
The 2018 Resort collection took place in the palatine gallery of the Palazzo Pitti in Florence. The main inspiration for the collection was Renaissance. It had a wide variety of prints, textures and accessories which gave the 60’s and 70’s look to the collection. There were many accessories which had the GG logo printed and slogans reading Guccification, Guccy and Guccify Yourself. “Everything started from the idea of the Mediterranean, the antique Greek and Roman culture, how it still transforms everything. The other big step was the Renaissance so I came here and it was the right moment for the brand, the company started here, what I am doing is closer to the city than at other moments of the company. Florence is still one of the most fascinating metropolises of the past. I adore the classical pieces of our culture, the Greek and Roman are still inside and everywhere, it’s impossible to disconnect. I feel very comfortable here.” claimed the designer, Alessandro Michele.
last three Gucci collections & fashion shows (without including the fall winter 2018/2019 collection, which is the one chosen for the fashion show and will be explained later)
Gucci Spring Summer 2018
The Spring Summer 2018 collection was full of glam and glitter. It included Disney references in addition to 80’s shoulders and tweed. The fashion show was about resisting the speed in which we are living life nowadays. The invitation of the show was a box full of hypnotism matches and black candles. In the venue there were mummies, Egyptian gods and Greek statues, among others. “I’m trying to push the fact that fashion is full of little things.” Said Alessandro Michele, the designer.
03 the brand
The aim of this section is to understand the history behind the brand, the
values, what does it stand for and what makes it unique. The main objectives are; understanding the brand and its values, show respect for the brand and learn from its past to be able to build a new future.
Gucci is an Italian luxury fashion band founded by Guccio Gucci in Florence in 1921. At the end of the 19th century, Gucci had become one of the most successful manufacturers of clothing and high-end leather goods. Guccio opened his first shop mainly because he was fascinated by luxurious luggage. His shops in Florence were a success. After, with the help of his sons Vasco and Aldo, the company expanded to Rome and Milan and his iconic loafers became popular. During World War II, the brand stopped producing with leather and started producing handbags made of cotton canvas. The canvas was printed with a double G symbol with green and red bands. By that time, the brand had became a symbol of Florence. In 1953, the company expanded to America, opening the first stores and establishing offices in New York City. Gucci’s luggage became an International status symbol. The reputation of the company grew as movie stars and celebrities were spotted wearing Gucci’s clothing and accessories in magazines all over the world. The 1980 was a tough decade for the brand, as it suffered from family disagreements. Maurizio Gucci took over the company, aiming to sell it to Investcorp, but was murdered in the process. Domenico De Sole took the position of president of the company. In 1990, Tom Ford was hired to design a ready-to-wear line. Four years after, he was promoted to creative director, creating very successful collections. In 2004, Tom Ford was replaced for a team of young designers. In 2005, Frida Gianni was hired as the creative director of women’s ready-to-wear and accessories. Later, in 2006, she became men’s ready-to-wear creative director and for the entire label. In 2015, Alessandro Michele was hired to work with Frida Gianni. Since his arrival to the company, the brand has been a huge success, bringing new codes to the brand and creating a huge engagement.
“I thrive on failure. I thrive on things that are not perfect. It sends me back into the ring to get it right.” Tom Ford
“You have to be open to dreaming. It’s a complicated language but I am obsessed with it.” Alessandro Michele
The brand is not only known for its excellent Italian craftsmanship, but also for its unique design and style. Gucci continues to reinvent new design and style. In addition, half of the brand’s sales comes from millennials. Gucci has managed to combine digital connectivity with in-store experience and has created an omnichannel. “Gucci has woven e-commerce, social media, digital marketing and the integration of mobile apps into the tapestry of its legacy offline business. As a consequence, the modern consumer’s relationship with Gucci is holistic, which has resulted in huge returns from longtime customers and new converts alike.” Britton
quality
creativity
craftsmanship
timelessness
innovation
modernity
heritage
prestige
04 the designer
The aim of this section is to introduce the brand’s last and current designers in order to better understand the brand and the historical background. The objectives are; understand the past and current creative direction of the brand, reinforce Gucci’s values and to have a better insight of the brand.
Tom Ford
creative director of Gucci 1994-2004
Tom Ford was named creative director of Gucci when the brand was going to through one of the hardest times, in 1994. The designer created very popular collections such as the famous sensual white dresses and the sleek suits and hugging trousers. On that time, the brand became sexy. He was named “fashion’s greatest provocateur”, after producing scandalous campaigns which boosted sales enormously. On 2004, he left the brand. He changed Gucci’s brand identity completely. He created very modern, seductive and iconic pieces.
1996 2001
2004
Alessandro Michele
creative director of Gucci 2015-nowadays
Alessandro Michele was hired to be the creative director of Gucci in 2015. His arrival marked a before and after in the brand, the Gucci Revolution. He created his first fashion show for the brand in just 5 days, which was a success. He modified the brand’s website and converted it into a dynamic website which targeted a much more digitalized audience. People wanted to buy immediately and social media became as important as celebrities in front rows. He has managed to capture the millennial audience exploring the codes of the urban subculture. He has worked with graffiti and art and created “instagrammeable” collections. He has bet on Barroc style and the 70’s, mixing lots of different colors, textures and patterns.
05 the collection
The aim of this section is to provide information about the inspiration and key pieces of the collection in order to develop a solid creative concept.
Fall Winter 18/19
I have chosen the fall winter 2018/2019 collection for women and menswear, as ROSH’s target is both men and women and also because both the designer and our platform mixes both genders and I think this is part of its brand identity. The fashion show took place in Milan, during Milan’s Fashion Week. The venue looked like a operating theatre surgery, with operating tables and hospital lights. Some models were wearing heads under their arms, which were replicas of their own heads. In addition, you could also spot baby dragons and snakes. The theme of the show was identity. It was a metaphor of Alessandro Michele for how we construct our identities nowadays. The designer explained that he wanted to break with the stereotypes and changed the perception on what is normal or not normal. In addition, he also wanted to break the rules of separating animals from humans. “We are the Dr.Frankenstein of our lives. There’s a clinical clarity about what I am doing. I was thinking of space that represents the creative act. I wanted to represent the lab I have in my head. It’s physical work, like a surgeon’s.” Said the designer, Alessandro Michele. Michele stated that he was inspired from the book “A Cyborg Manifesto: Science, Technology and Socialist-Feminism in the Late Twentieth Century” by the philosopher Donna Haraway. The clothes represented were a mixture of cultures, including Russian headscarfs, Scottish plaid, Chienese hats, English tweed, Italian suits and many more.
collection line-up
key pieces / trends
statement headwear
luxury fringing
gloss: metallics, sequins, velvet
chiffon
volumes
checks
accessories shoes
accessories bags
accessories bags
accessories headwear
accessories headwear
accessories jewelry
accessories eyewear
06 the creative concept
The creative concept of the fashion show will be introduced in this section. The main objectives are; proposing a different idea to propose the fall winter 2018 2019 collection in a creative way, bringing a different perspective, brand awareness and customer engagement.
inspiration
eleutheromania “an intense and irresistible desire for freedom�
Following the collection inspiration, which is identity, the presentation of the collection will be focused on eleutheromania, which is a concept that means desire for freedom. I have chosen this concept because, as previously stated, Alessandro Michele is very focused on how we shape our identity and how we are sometimes trapped in an identity that may not define us that well. In order to keep Gucci’s brand reputation, we will keep the essence of the brand in its fashion show, creating a unique, creative and “crazy” show that will not leave anyone indifferent. With the help of our editorial platform, ROSH, we will include art and gastronomic symbols, which will symbolize freedom.
07 fashion show elements
w h e re
when
w hy
what
how
Fashion Show Elements answers to the questions where, when, why, what and how. This section explains every detail that will be needed to create this fashion show to promote our editorial platform ROSH and to present a new collection. The objectives of this section are to get buyers attention, to increase brand awareness, to connect with the target and to gain new customers.
venue
Although the brand is from Florence, the event will be hosted in Milan during Milan Fashion Week. The reason for having chosen this city is because Gucci is an Italian brand which has a lot of heritage and, as one of the editorial platform’ s strategic markets is Milan, this city will fit perfectly. Gucci, as well as our editorial platform, embraces art in all of its forms, this is the reason why we think Milan is the best option, as it is a city full of art and creativity. The collection will be presented at the Loggiato of the Pinacoteca Di Brera, located in Via Brera, 28. Pinacoteca Di Brera is the main art gallery in Milan. Each year, it hosts dialogues, events and exhibitions. This venue has been chosen because, as one of the themes of the fashion show will be art, we thought it would be a good idea to do it in an art gallery. As the Gucci Cruise 2018 collection was presented in the Pitti Palace Gallery, we wanted to do something different, this is the reason why the fashion show will not be inside. Instead of the fashion show taking place inside the museum, it will take place in the loggiato, which is the outer space of the gallery.
collection presentation
The presentation of the collection will be a fashion show which will include a performance. For the wow factor, we will start by doing a performance simulating prisoners inside a jail cell trying to escape. The jail cell represents identity and how we are sometimes trapped in an identity that is not really ours. The models will be wearing pieces of the collection which will be picked in the following pages. The performance will be directed by the renowned theater director Alex Timbers. The fashion show will be recorded and live streamed in our editorial platform’s website. Each guest is going to be gifted a copy of the first issue of ROSH magazine The presentation of the collection will last around 10 minutes.
1 2 3 4 5 6 7 8
Before the start of the show, the guests will be welcomed with a welcome drink which will be AndrĂŠ Clouet champagne.
First, lights will turn off and the only thing lightened up will be the jail cell. Once the music starts, the performance in the cell will begin, where all the models will start dancing and trying to escape.
After, a loud sound will play and suddenly the door of the cell will open and all the models will start going out while dancing.
The runway is going to be a huge large white dining table, where the models will start walking down by after the dance.
As they arrive to the end of the table, the models are going to seat in the arranged table seats, where they will find a copy of the first issue of ROSH magazine in their plate.
After this, the waiters, which will also be models wearing the collection clothes, will also will walk down the runway (table), with the food.
As they arrive to the end of the table, they are going to pick the magazine of the plates and they will serve food instead.
Lastly, the magazines will be gifted by the models to the guests of the fashion show.
look and feel
The look and feel will be very barroque. It will include art, different patterns, colours, textures and shapes. The table will be white but the plates arrangement will be “vintage gold� and the seats in the table and the plates will be by Gucci. The jail cell will also be golden. This will match perfectly with our platform, as it is very colorful and accepts art in all of its forms, textures and colours. The attendants will feel as if they were in a place in which everything was art.
selected pieces We have selected 34 outfits from the fall winter 2018 collection. The 24 first outfits will be the ones that models which will be seated at the table will wear. The last 10 outfits will be the key pieces, the least affordable ones and more extravagant that will be worn by the models that will act as waiters.
activities
teaser
resolu
Clients, press, journalists, buyers and influencers will be informed about the fashion show via:
Event will be live stre s
- Press release 2 weeks before the event - Invitations to the attendants 2 weeks before - Social media campaign in both ROSH and Gucci social media accounts.
- Guest arrival - Seating arrangemen - Jail performance - Dinner performance - Gifting of the magaz - In-house team mem
Touchp - Direct communication - Mail - Invitations - Social media - PR and media relations
- PR and media relatio - Social media - ROSH website
ution
follow up
eamed in ROSH’s website.
nt
e zine mbers ovation
- Other activities: showroom and art gallery - Thanking the guests after the fashion show via email - KPIs on the success of the event - Earned media - Follow media coverage and social media
points:
ons
- PR and media relations - Direct communication with guests - Social media
VIP’s guest list
Negin Mirsalehi influencer
Suzy Menkes journalist and fashion critic
Ami & Aya Suzuki musicians and stylists
Dakota Johnson actress and model
Denis Gassner art director
Flo Morrissey singer and model
Lucy Ruth Hathaway food stylist
Laura & Danielle Kosann editors of The New Potato magazine
Carl Warner photographer
Leandra Medine writer and blogger
Romee Strijd model & influencer
Sophia Amoruso writer and businesswoman
invitation
February 26 at 12:30 pm Fall Winter 2018 men & women’s collection Pinacoteca di Brera, Milano This invitation is strictly personal
The invitation will be a plate designed by Gucci in collaboration with ROSH. As Gucci alredy launched furniture and home dĂŠcor in 2017, I think this action could also help the brand gain awareness and new clients for their home dĂŠcor. The invitation will include the date, time and location.
sponsoring
Pinacoteca Di Brera will be the main sponsor of the fashion show. It will provide the venue and the technical service for the installation.
Cadmo Catering will be the technical sponsor. It will provide the food which will be used during the performance in the fashion show. We chose this catering company because it is a very well known Italian Catering Company, which offers caterings for luxury events and has previously worked with fashion brands.
AndĂŠ Clouet will also be a technical sponsor, as it is a small cell and we think it will match perfectly with Gucci and our platform, as it is exclusive and very good quality.
outsourcing
Milano Contemporary Ballet will be in charge of creating the performance and training the models to perform it.
08 sales campaign: other activities showroom In order to gain new clients and consequently create brand awareness, a showroom will be taking place in the Gucci store in Via Monte Napoleone, Milano, from after the fashion show to the end of the fashion week, the showroom will be open for buyers and vip guests after the closing hour. The store usually closes at 7:30 pm, in this case it will be exceptionally open from 8pm to 9:30 pm for the showroom. AndrĂŠ Clouet Un Jour de 1911Grand Cru champagne will be offered. The magazine will be sold in the showroom.
art gallery
Gucci will host an exhibition at the Modern Art Gallery in Milano which will contain all of Gucci’s collaborations with artists; paintings, prints and photographs of the Gucci walls. All the artwork is going to be copies of the original and will be sold in a benefic auction the last day of Milan Fashion Week, which will also be the last day of the exhibition. AndrÊ Clouet Un Jour de 1911Grand Cru champagne will be offered. The magazine will be sold in the exhibition too.
timeline
09 budget / structure of fashion show
venue and production
crew
budget / structure of costs other activities
art gallery
showroom
total of fashion show & other activities
10 conclusion / short brief
ROSH • • • •
Pioneer: freedom, self-discovery, self-reliance Imagineer: creativity, artistry, vision Wizard: imagination, surprise, curiosity Seducer: beauty, pleasure, passion, desire
ROSH objectives Promote & position the editorial platform
GUCCI objectives Brand activation Present Fall Winter 2018 collection
Achieve prestige and be part of the luxury industry
Increase sales and client base
Gain brand awareness and recognition
Gain brand awareness and recognition
Achieve high sales
Earned media
Earned media
Promote the brand
Generate traffic on ROSH website
Connect with key markets
Connect with strategic markets
Strengthen the relationship with customers
Creative concept
Fashion show
Eleutheromania
When: 26 Feb 12:20 pm
Inspired in the freedom of identity
Where: Pinacoteca Di Brera, Milano
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Male Fashion Trends. (2018). Male Fashion Trends: Chalayan Fall-Winter 2018 - London Fashion Week Men’s. [online] Available at: https://www.malefashiontrends. com/2018/01/chalayan-fall-winter-2018-london.html [Accessed 10 May 2018]. Hugo Compain, t. (2018). 20 trends from Menswear Week Fall/Winter 2017-2018. [online] Vogue English. Available at: https://en.vogue.fr/vogue-hommes/fashion-week/ diaporama/menswear-fashion-trends-fall-winter-2017-2018/40458#tendance-modehomme-automne-hiver-2017-2018-fashion-week-9_image3 [Accessed 10 May 2018]. ELLE. (2018). Gucci Manages to Get Even More Gucci for Fall 2017. [online] Available at: https://www.elle.com/fashion/news/a43245/gucci-milan-fashion-week-fall-2017-recap/ [Accessed 10 May 2018].