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CHANEL X POLLY POCKET MARKETING REPORT BAILEA HOOK

I N D E X 04

Executive Summary

fashion collaboration report

Chanel Research

Polly Pocket Research

Chanel Consumer Profile

Polly Pocket Consumer Profile

Questionnaire

Positioning Map

Brand Onion

Lifestyle Variables

Pen Portrait

Collection

Digital Outcomes

Evaluation

S U M M A R Y

05 I have decided to do a collaboration between Chanel and Polly Pocket. I have chosen to do Chanel because who doesn’t love an elegant designer brand. By collaborating Chanel with a popular child’s toy brand such as Polly Pocket which has been out since the 1980’s, it would open up their target audience a lot wider as a lot of younger customers would acknowledge the toy brand and be more interested and aware with the brand Chanel meaning they get more sales. Chanel and Polly Pocket go so well together as they both started in the same decade. When the adults and parents would be wearing actual Chanel clothing, children would be interacting with Polly Pockets which within its self is a fashion-based toy. By making this collaboration I feel I would be filling a massive gap in the market as this collaboration would be exclusive yet still be reasonably priced for what it is. The outcome of this collaboration would be to have a whole collection including, dresses, jackets and trousers. The fabrics I would use would be a lot of jersey, tweed and a whole range of silks. As these are Chanel’s most used fabrics from there most iconic pieces. For this fashion collaboration I would have to research into the toy Polly Pocket a lot more and research what clothes there are for the toy etc – what garments and colours they use and see how I can fit that into Chancel and still make it look like elegant and unique. Again I feel this fashion collaboration is so importantly needed as it would open up Chanel to a wider target audience. My aim for this collaboration is to not make it look exactly like Polly Pockets and for it have the toy brand just written on the Chanel clothing, I would rather it just have the structure and effect of Polly Pocket without screaming out the toy brand, by doing this it would be staying loyal to Chanel branding.

FASHION COLLABORATION REPORT A fashion collaboration is when two brands come together to create their own collection. I love this idea as it’s so different as you can get two brands that are really similar collaborate together. Or you could get two very different brands to do a collaboration to crate types of clothing that hasn’t already been done before to fill in gaps in the market. The first fashion collaboration I looked at was H & M and Roberto Cavalli. Cavalli is an Italian fashion designer. He is best known for his exotic prints. The high-end Italian fashion designer Roberto Cavalli sells luxury clothing, perfume and his famous leather accessories. I thought this was a really good collaboration as it shows high-low fashion. It has the name and the look of a high-end designer – Robert Cavalli, but is sold at a cheaper store with a more affordable price. This collection does stay true to all of Roberto Cavalli designs as he still uses his exotic prints. This collection had very positive views and was known as ‘the party seasons best buys’ This collection is defiantly a more girly, going out collection. There’s a lot of dresses and party tops which is prefect for party season. I would say that this collection’s target audience is aimed more towards 18-25-year old’s as they are more likely to go out to clubs which these clothes are perfect for. I also looked into Palace and Ralph Lauren, I also though this one was quite different as they are both on the more expensive side, however palace has collaborated with a few other brands such as Reebok and Adidas. So, for this collaboration being with a much higher and more expensive brand it was very different. I love the look of this collection; I like how they did their photo shoot in a desert as it doesn’t over power the clothing, and shows this collection can be worn of anything. In this collection I like how there is a mix of colours and patterns they have in this collection and I also like how this collaboration id more then just clothing as they have shoes and a teddy bear. I would say this fashion collaboration targets more towards males, however there are some garments in there that could be classed as gender neutral. I would say it’s for the ages 18-30 as there are a lot of garments and all of which are quite different and would look different on a lot of different ages. The last fashion collaboration I looked at was one of my favorites, Adidas and Alexandra Wang. Again, I thought this was a pretty cool collaboration as they are both quite different. Alexandra Wang is defiantly more of an avant-garde designer; I love this collection it is slightly different to what adidas designs but still isn’t too out there for Adidas. In this collection there is still the same garments that adidas design but just with a little twist they haven’t done before. All of the typography on these garments are in a basic more block font but also have the extra touch of being upside down. I love this effect as adidas and not many other sports brands I know of have done this, I feel it is quite different and defiantly links to Alexandra Wang as a designer. I would say that the target audience for this collaboration would be anyone, the trainers can defiantly be gender neutral and I feel any ages could wear this but mainly a younger generation as it’s more their style and trend.

CHANEL There is much to learn about French fashion designer Gabrielle Bonheur “coco” Chanel. She was born in summer of 1883 and was raised by nuns in an orphanage where she learned to sew at a young age. Chanel started her career as a milliner opening at her first shop in Paris in 1913 following in the footsteps of fellow French designer Caroline Reboux. As she expanded her business to Deauville and Biarritz, she began designing clothing where her first hit was actually a jersey dress. However, Chanel is most known for her legendary collarless jackets and well-fitted skirts which borrowed elements from menswear and focused more on tailoring and comfort than femininity and restriction.

08 Chanel is also known for popularizing the little black dress, worn by Chanel as a chic mourning wear after the death of a lover. The idyllic little black dress is now a closet staple for all occasions As well as her business, Chanel died at the hotel Ritz Paris in 1971 – more than a decade after her death, designer Karl Lagerfeld took over as creative director of the brand in 1983. The Chanel that you know today may be thanks to the flashy new life that Lagerfeld breathed into the brand after his arrival.

POLLY POCKET

Polly Pockets were originally designed by Chris Wiggs in 1983, for his daughter, using just a small house inside, for a tin doll - these then arrived in stores in 1989. In 1998 Polly Pockets were then taken over from Bluebirds to Mattel. Polly Pockets were originally designed by Chris Wiggs in 1983, for his daughter, using just a small house inside, for a tin doll - these then arrived in stores in 1989. In 1998 Polly Pockets were then taken over from Bluebirds to Mattel.

In 1998 Mattel also introduced ‘Fashion Polly!” which consisted of the original characters, but they were threeand three-quarter inches tall with plastic joints. Instead of normal cloth materials the clothing was made of unique ‘polly pocket stretch’ garments made by genic toys. The clothes were rubbery and could be put on and also removed from the dolls. Polly was also given clothes made from thin, hard plastic that could be clipped together using magnets. Boy dolls were also introduced and made an appearance in the Polly Pocket videos, books and website. The change in Polly Pocket over the years is huge, Polly no longer has round feet that stick in specific places within her given radius, but now has bigger sized feet that can move whenever and also a range of different outfits that can be put on and off of her.

CHANEL - CONSUMER PROFILE

Fashion Needs Up to date fashion clothes with a hint of a vintage look. Would like to be affordable yet very good quality. Social Media Social Media is important to my consumer as this is how they stay up to date on all new product from Chanel â€“ Again they might be able to stay up to date with blogs and magazines.

Where and how do they shop Going into store is this best way to buy clothing as itâ€™s a great way to get a shopping bag to feel more elegant. Again, going into stores means you can get advice from works and see what works best for you. However Online helps know how you are going to style each garment.

Interests A Chanel consumer would be very into fashion and beauty, their interests would be staying up to date on fashion brands and trends

Interests Loves to watch cartoons on TV before going to school also likes to read books and magazines. They also love to get new toys and to just have fun.

Where and how do they shop This consumer relies mostly on their parents, they have an eye for colour and for quality. They love to go shopping into stores such as Zara Kinds and H&M kids as they believe its very fashionable and up to date.

Social Media â€“ magazines this consumer would use social media to stay up to date with their favourite YouTube videos. They would also love to buy their favourite magazine from the shop to see more and new toy brands.

POLLY POCKET CONSUMER PROFILE

Q U E S T I O N N A I R E

What’s your most used social media? Facebook Pinterest Snapchat Instagram Other – please specify How often do you shop luxury? Several times a week Once a month Twice a month Once a year Never How important is a fashion label to you? 0% - 50% - 100% How do you find out about new fashion brands? Shopping in stores TV commercials Online advertisements Social media Searching the internet Heard from someone else Other … What colours do you mainly wear? Black White Neon Pastel Other

What do you wish fashion brands would do more of? … Where do you shop for clothes? At an online retailer site At the official site In stores

Out of the following three, what do you spend most of your money on? Jewellery Perfume Clothing How much would you spend on a designer jacket? -£50 £50-£100 £100-£200 £200-£300 £300+ How much would you say you spend on clothes a month? …

In the first graph I asked my consumers what they spend most of their money on, as you can tell by the graph the majority of my consumers chose clothing. This tells me that when I create my collection, I should focus more on the clothing rather than all the accessories. i feel this middle graph is the most important question I asked, this helped me choose what colours I want to use. I was mixed between neon and pastel colours from the colours I chose from Polly Pocket and as you can tell by the graph a lot more people would rather wear pastel colours over neon. In the lst graph it helped me to set a price for my fashion collaboration as I now know how much my consumers are willing to spend on a designer jacket, and in genal the whole of the fashion collaboration collection

POSITIONING MAP By the positing map I have created below I have figured that that there are two massive gaps in the market for fashion collaborations. As you can see the top left and the bottom right corner and pretty empty. This suggests that thereâ€™s nothing affordable yet exclusive, nor is there anything more high-end and luxury which is mass market.

14 PRESTIGE PRICE POINT

Moschino X Mcdonalds Adidas X Alexandra Wang

H&M X Roberto Cavalli

Crocs X Belenciaga

Reebox X Victoria Beckham Rihanna X Puma

MASS MARKET

Missguided X Barbie

Pretty Little Thing X Little Mix

Primark X Alice Liveing

Forever 21 X Cheetos

AFFORDABILITY

EXCLUSIVITY

ACTIONS AND BEHAVIOUR PERSONALITY VALUES ESSENCE Simplicity Luxury

Serious

A vintage look to a moden outfit

Elegant

Classy

Attention to detail “less is more”

Stylish

Exceedingly good quality

Important

Mature Sophisticated

Elegant Luxury Creation is at the heart of the brand

Glamorous

Mix vintage with new updated fashion

BRAND ONION

For Chanel

YouTube Pinterest Snapchat Twitter Instagram

Clothes Holidays Jewellery Make-up socialising handbags Entertainment

Blogger Youtuber Yoga Teacher Nutritionals waiter

LIFESTYLE VARIABLES

INTERESTS SOCIAL MEDIA SHOPPING HABBITS OCCUPATION LIFE-STYLE

Blogs Fashion Travel Yoga Reading Beauty

Busy Adventurous Festivals Freedom Social

MEET MOLLY ... Molly is in her early 20â€™s she loves to go out and socialise and meet new people. She believes life is about experiences and memories. Whenever she has the chance Molly will go to a festive, she says this is one of the best experiences and thereâ€™s nothing quite like it. Wherever she goes she will insist on taking a photo to look back on. Molly loves to dress up and be very out there, her favourite brands are Chanel, Dior and Prada and believes nothing can beat a new designer bag as it just makes the outfit a whole lot better. Anything girly is 100% molly. She cares a lot about her appearance and gets a spray tan every week as well and getting her lashes and nails done. In her spare time Molly loves a pamper night, a funny sheet mask with a tub of her favourite organic chocolate ice cream. Whilst doing this she loves to read the monthly vogue and to see what the latest trends are. Molly loves to go out for food, this is where the most of her money goes. Finding a new place that does her favourite chicken stir-fry or a classic avocado on toast. Molly is a self-employed blog writer. She loves how she can just be herself and write what she thinks and what sheâ€™s done recently. She mainly writes about fashion, beauty and fitness. She reviews beauty products new fashion brands and updates her audience on her own fitness journey as well as helping them on new yoga moves that Molly loves to do herself.

Launching Spring/Summer 2021

C H ANE L

P O LLY

P O C K ET

DIGITAL

For one of my digital outcomes I have decided to do a webpage mock-up, I felt this was a good idea to do for my collaboration as itâ€™s an easy way to shop the brand and to research into it. I liked how this has turned out as the colours fit really well this my theme and I feel this links to my design well.

OUTCOMES I have also decided to do an Instagram and a campaign poster for my collaboration. I felt an Instagram account would work well as in my survey I asked my consumers what social media they used the most and Instagram was one the highest. This is one of the best ways to show consumers what the collaboration is about and little teasers. I have also made a campaign poster, again I like this one as it’s a good way to show the brand to consum-ers and show people what it is. I like the outcome of this as again it’s not to busy with information and still feel like it links to my collaboration really well.

CHANEL X POLLY POCKET

C O MI N G

SO O N

Brand new collection by Chanel, the collaboration of the year. Chanel and Polly Pocket have created the collection you’ve been waiting for all year. The perfect mix of elegance and colour to update your wardrobe this spring/summer.

COLLECTION COMEING SPRING/SUMMER 2021 VIST - www.chanel.com/pollypocketcollection

EVALUATION Within this project I have focused more on fashion communication rather than fashion design. I’ve done a lot of fashion design before and thought this was a nice change. In previous projects I’ve liked using all the adobe apps like photoshop and in design. To start this project, I started to do a lot of research on fashion collaboration and what makes it successful. I also considered the statement "are you even a fashion designer if you don't collaborate with other brands " which made me aim for a brand that doesn’t really collaborate, after knowing all the recent and most popular collaborations I was ready to design my own. I got to choose what I wanted to collaborate any brand with, either a musician, toy brand, charity or a food brand. Knowing for this project I wanted to use a brand which doesn’t really collaborate with anyone else I chose Chanel, I decided to collaborate Chanel with Polly Pocket as this is a very girly toy brand and I feel it would link with Chanel very well as this brand is again very girly and elegant. Once I had researched into both the brand Chanel and Polly Pocket, I saw more similarities that I could add into my collection, this started to open up the project for me as I knew what I wanted to do. During my research I had to think about what my age range would be as Chanel and Polly Pocket are aimed at two very different age groups. I also had to think about what colours to use as Chanel sticks to the very basic black and white look, this is one of the main reasons why I wanted to collaborate Chanel with Polly Pocket. Designing a collection that doesn’t even exists requires a lot of information on the collaboration such as my proposal - telling my consumers what the brand is and the ideas I have, also to do research such as positioning maps and brand onions. I quite enjoyed this section as you really get to decided what you want to make and to figure out exactly what I want from my brand which the positioning map shows who my competitors are. Within this project I also had to do a lot of research into who my consumer would be such as, consumer profile for my designer – Chanel and on my brand – Polly Pocket. I also had to do a pen portrait which is an in-depth paragraph on who my overall consumer would be for this collaboration. To help me figure out who my consumer actually is I went out of my comfort zone to make a questionnaire and ask people who matched what I wanted my target audience to be. By making this survey I received answered that actually did help me out will my collaboration. Beginning the process of designing a collection, I started to make 14 designs that I have been thinking about throughout the whole of the project so far. My main inspiration was my mood board of Chanel and Polly Pocket in my sketchbook. I took the basic shapes and garments from Chanel whilst taking the colours from Polly Pocket but trying to keep it elegant and sophisticated by staying true to Chanel branding. Once I had my main collection I decided to finally make some digital outcomes, I already had my blog but I had also decided to make an Instagram account based on Chanel and Polly Pocket, I also thought this would be perfect to play around in photoshop and I made a webpage mock-up which I feel is very true to my branding and fits really well. Overall, I really enjoyed this project, I am becoming more aware of fashion communicators and what they do, I’ve enjoyed still making samples for my sketchbook, but with the extra digital work such as my marketing report and digital outcomes. I haven’t really found anything stressful or too much and still just really enjoyed doing fashion but from a different perspective.