PATRICK KELLY
“I
Rebrand strategy
SHUMPERT, Simeon CESPEDES, Juan
Introduction to Fashion Design - MDC
am who I am and I'll be me with pride."
PATRICK
KELLY
September 24, 1954, BOOM…
The American in Paris’s heart beats for the first time in this world
OUR BRAND STORY
"I want my clothes to make you smile!"
~ Patrick Kelly.
Ten collections, a collaboration with Benetton, and features in magazines brought Kelly the world’s heart attention and investors' interest a while ago. His legacy will come back again on the runways.
He stood for diversity and inclusion incorporating his American southern roots on his designs, using racial iconography in his fashions to destigmatize racist memorabilia.
The first American designer ever admitted to Chambre syndicale du prêt-à-porter that governs the French ready to wear industry.
After setting up his own vintage store in the ‘70s, at the end of the decade he moved to New York to enroll in Parsons School, but got frustrated with the lack of industry support and later moved to Paris.
" I don't wish to fly, I'm quite happy to glide."
~ Patrick Kelly
"I never tell my age because I hope I'll always be the new kid on the block."
OURCUSTOMER
Targeting women; 20 - 30 years old, making more than 35.000$ per year.
An always on the go women with a 9\5 job who goes out on the weekends and enjoys having unique looks out in the streets.
Our customer values are inclusivity and diversity.
OURMARKET
Moderate market.
Our iconography is ideal for iconic streetstyle collections and party outfits.
Silhouettes are adopted and inspired from Patrick’s original work
Amongst the competitors operating in this market, we can mention Urban Outfitters, Nordstrom, Zara
~ Patrick Kelly
OUR TREND STRATEGY
SUSTAINABILITY
He used a lot of add ons to his black wool dresses such buttons & pins.
Our aesthetic can be fuel with many upcycled elements, keeping it joyful.
A note from us. Kelly’sclothesmadeabigimpactatthesame timethattheywererelativelyeasyonthewallet. (Inconsiderationforhiscustomers,when importtaxesrosethedesignerdevisedsnap-on buttonsanddecorationsthatcouldbeshipped atalower)thatiswhywefeltinspiredto rebrandwithaninclusivityconceptwithout fallingintothecheapcategoryorjustforcertain communities.Webelievethatthebeautyofthe rainbowisforthevarietyofitscolors,andthat iswhatwewanttoshowwiththisnewconcept, pleaseletusknowanyconstructivecomment.
"I design differently because I am Patrick Kelly, and Patrick Kelly is black"
~ Patrick Kelly
https://fashionhistory.fitnyc.edu/1954-1990-pat rick-kelly/
https://fashionhistory.fitnyc.edu/1954-1990-pat
rick-kelly/)https://www.vogue.com/article/patric k-kelly-runway-of-love-exhibition-de-young-mu seum-san-francisco
https://www.vogue.com/article/patrick-kelly-run way-of-love-exhibition-de-young-museum-sanfrancisco
https://www.azquotes.com/author/58369-Patric k_Kelly#:~:text=Patrick%20Kelly%20Quotes&t ext=I've%20got%20hope%2C%20I,m%20quit e%20happy%20to%20glide
https://fidmmuseum.org/2010/03/patrick-kelly.h tml
https://www.youtube.com/watch?v=u59WAjIdq fM
