CLAUDIA RAITÈ PORTFOLIO
CLAUDIA RAITÈ Mi chiamo Claudia Raitè e nel luglio 2017 ho conseguito la Laurea triennale in Design della Moda presso il Politecnico di Milano, specializzandomi in Design della maglieria. Ho in seguito deciso di conseguire un Master in Fashion Communication and Styling, al fine di completare la mia formazione e per approfondire alcuni aspetti fondamentali legati alla comunicazione in ambito moda. Mi definisco una persona creativa, ben organizzata, e molto attenta ai dettagli. Durante la mia esperienza universitaria ho sviluppato un’ottima capacità di team-working e di problem solving, nonché buone capacità comunicative e di multitasking. Ho anche imparato a ragionare tenendo in considerazione il processo progettuale nella sua totalità, dall’ideazione, alla
CONTATTI Via Sicilia 11, Malnate (Varese)
realizzazione, alla vendita. Amo molto viaggiare e andare alla scoperta di luoghi e spunti interessanti, che considero un grande arricchimento personale e professionale. Sono appassionata di cinema e di svariati generi musicali,
+39 346 5042963
che mi piace indagare al fine di capirne messaggio e significati. Mi reputo una persona dalla
claudiaraite.mail@gmail.com
mentalità aperta, odio i pregiudizi e credo fermamente nella libertà di pensiero e di espressione.
COOL AT THE POOL
8 - 13
42 - 49
METAPROGETTO
DOUBLE/DOUBLE
14 - 21
22 - 31
MARS 32 - 39
FASHION EVENTS 42 - 49
FASHION COMMUNICATION
50 - 57
50 - 57
INK YOUR SOUL
WEB COMMUNICATION
58 - 65
STYLING
INDICE
IL GRANDE GATSBY
COMUNICAZIONE
DESIGN
STILLAE AURI
#NODIFFERENCES 66- 75
58 - 65
DESIGN
STILLAE AURI L’abito clericale reinterpretato. Questo è stato il punto di partenza per la creazione di una collezione ricca e raffinata, dal sapore elegante ma con un aspetto di dissacrante provocazione, che traspare senza clamore. Gli outfit proposti in questo lavoro di gruppo, realizzato durante il secondo anno del corso di Laurea in Design della Moda, sono caratterizzati da una palette colore che varia dai toni del nero e del beige a quelli del bianco e del rosso, tonalità tipicamente associate agli abiti papali e cardinalizi. Le decorazioni, ispirate ai profili delle chiese barocche, risaltano le forme e la silhouette della donna da noi proposta, che ama ricoprirsi e attorniarsi di bellezza regale e sofisticata. La fase finale del progetto ha comportato la realizzazione di una cappa di venuto rosso che sovrasta una fodera in chiffon di seta, che unendosi alle maniche dà l’illusione di una sovrapposizioni di due capi differenti, ma che in realtà è uno solo.
DESIGN
SCHEDA TECNICA CAPPA Composizione tessuto 1
Velluto 100% cotone
Alteza tessuto
150 cm
Consumo tessuto 1
250 cm
Composizione tessuto 2
Raso, 100% seta
Altezza tessuto 2
150 cm
Consumo tessuto 2
200 cm
Composizione fodera
100 % poliestere
Altezza fodera
150 cm
Consumo fodera
300 cm
Colori
R01
Stampe/Ricami Filo/Cuciture
100% poliestere, 40 cm
Colore cuciture
R01
Filo impunture
100% poliestere, 40 cm
Colore impunture
R01
Bottoni
5, ricoperti di velluto,3 cm
Zip
laterale
Accessori
nastro raso doppio 180 cm
Stagione A/I 2017/18 Range 36-46 Orlo al fondo rifinito a mano 5,50 cm Orlo e paramontura girocollo adesivato con teletta adesiva Asola di 3,5 cm a 1 cm dal centro davanti Spalline imbottote Rifiniture in taglia e cuci a 4 fili Polsino alto 4 cm senza abbottonatura
METAPROGETTO Tre icone di stile, un decennio storico e un famoso brand di moda: questi sono gli elementi cardine da cui prende spunto la collezione di 12 outfit disegnata per questo progetto di gruppo portato avanti durante il secondo anno della laurea triennale in Design della Moda. Immaginando di dover creare una collezione per Red Valentino e collaborando effettivamente con il brand, sono stati individuati tre moodboard ispirati ad alcune tra le piÚ celebri icone degli anni 80: Nastassjia Kinski, Debbie Harry e Vanessa Paradis. Per Nastassjia è stato scelto uno stile romantico e sbarazzino, per Debbie uno eccentrico e colorato e per Vanessa uno ispirato al design, caratterizzato da forme semplici e pulite. Come ultimo step sono state individuate le occasioni d’uso e i prezzi potenziali per tutti i capi, di cui sono state ipotizzate delle varianti colore e un lookbook con ulteriori outfit a completare la collezione.
DESIGN
IL GRANDE GATSBY Considerando la cultura americana come tema portante per questo progetto di maglieria del terzo anno del corso di Design della Moda, e immaginando di creare una collezione in stile Missoni (collaborando in parte con il brand), sono stati disegnati dodici outfit che traggono ispirazione dall’opera di Fitzgerald “Il Grande Gatsby”. Riferendosi non solamente al libro, ma anche al film del 2012 di Baz Luhrmann, sono state individuati tre filoni narrativi che riflettono le tre anime del film: la sfarzosità delle feste, la storia d’amore tra Gatsby e Daysy e la complessa passionalità che pervade molti momenti del film. La silhouette è slanciata, i volumi semplici, ma l’uso dei filati è ricco e caratterizzato da lurex, mohair, lana e cotone, così da creare un connubio di materiali dai pesi differenti e piacevoli al tatto. Dei dodici outfit disegnati per la collezione ne sono poi stati realizzati tre, che si riferiscono a ciascuna delle storie precedentemente individuate.
DESIGN
SCHEDA TECNICA GILET MISSONI A/I 2018
OUTFIT N. 4
ARTICOLO COD. G4 SPECIFICHE MACCHINA
DISEGNI TECNICI
20 NOVEMBRE 2016
ALTRI MATERIALI
SPECIFICHE CAPO
macchina rettilinea Brother
maglia calata
finezza 5
RIFINITURE
n. macchina: 12
orlo a mano PUNTI MAGLIA
campione cod.
C1G4
punto, tensione
maglia rasata, base T=7,9 maglia rasata, righe T=3.9
SPECIFICHE FILATI campione
MISURA A CAPO FINITO A. Larghezza spalla: 6,5 cm
E. Lunghezza giromanica: 19,7cm
B. Larghezza scollo: 25,3 cm
F. Lunghezza totale: 105,5 cm
C. Larghezza fondo davanti: 25,8cm
G. Profondità spacco laterale: 36cm
D. Profondità scollo: 7 cm
CARTAMODELLI AGHI E PASSAGGI
azienda produttrice
composizione
titolo
07
Linea Più spa
60% cotone 40% poliestere
nm 1/65000
10
Emporio Lanar
60% cotone 40% viscosa
nm 1/40000
15
Lurex
51% PM 49% PA
nm 1/37500
17
Filati Biagioli Modesto Cardati Speciali
100% cashgora
nm 1/15000
18
Gruppo Filpucci Industrie Filati
80% cotone 20% viscosa
nm 1/6000
7a 70a
30p
15a
6p 15a
76p
78p
4a4a 11a
78p
4a 4a 11a
97p
97p
19a
56p 126p
126p 12a
1a
3a
3a 3a
43p 31a
ZOOM SCOLLO
182p
182p
72a
DAVANTI
144a
DIETRO
34
28
29
MARS Per il mio progetto di tesi triennale in Design della Moda (con specializzazione in maglieria) ho scelto di ispirarmi a Marte, che viene universalmente definito come “Il pianeta rosso”. Facendo delle ricerche, tuttavia, sono venuta a conoscenza del fatto che le tonalità e le forme che caratterizzano questo pianeta sono molto variabili ed interessanti: i colori variano dal verde al blu, dal lilla al all’azzurro, senza tuttavia tralasciare l’ universalmente conosciuta anima rosso fuoco tipica dell’immaginario comune legato a questo pianeta. Da qui l’idea di creare una collezione di maglieria, composta da dodici outfit, che prendesse spunto da queste superfici particolari e mutevoli. Gli abiti hanno forme semplici, lineari e dal taglio deciso e presentano diversi tipi di lavorazioni e una gran varietà di filati, nonchè l’inserimento, in alcune occasioni, di tessuto in pvc, utilizzato al fine di rendere l’effetto finale maggiormente strutturato.
DESIGN
SCHEDE FILATI
FORNITORE COLORE COMPOSIZIONE TITOLO
Filati Bracco MINI M978 100% lana merino 1/5500
FORNITORE COLORE COMPOSIZIONE TITOLO
Cotonificio di Franciacorta Panna 70% lana, 30% seta 2/14
FORNITORE COLORE COMPOSIZIONE TITOLO
Emporio Lanar Petrolio 60%lana, 40% acrilico 1/3500
FORNITORE COLORE COMPOSIZIONE TITOLO
Iafil S.P.A Kaki 1023
FORNITORE COLORE COMPOSIZIONE TITOLO
Emporio Lanar 453 Blu Cina 60%cotone, 40% viscosa 1/4000
FORNITORE COLORE COMPOSIZIONE TITOLO
Manifattura IGEA 36470
FORNITORE COLORE COMPOSIZIONE TITOLO
Emporio Lanar Blu 60%lana, 40% acrilico 1/3500
FORNITORE COLORE COMPOSIZIONE TITOLO
FULLONICA SNC Luna 5536 60% Viscosa, 40% PE 3/24
FORNITORE COLORE COMPOSIZIONE TITOLO
Emporio Lanar 453 Blu 60%cotone, 40% viscosa 1/4000
FORNITORE COLORE COMPOSIZIONE TITOLO
Emporio Lanar Blu 60%lana, 40% acrilico 1/3500
50% Cotone, 30% PA, 20% CU
1/44000
50% PA, 35% Mohair, 15% Lana
1/25000
STYLING
COOL AT THE POOL All’interno del Master in Fashion Communication and Styling sono stati portati avanti tre progetti di Styling, con lo scopo finale di creare tre editoriali ipoteticamente adatti ad essere pubblicati su tre riviste a nostra scelta. L’argomento di partenza per il progetto di Styling Womenswear - Sportification - si concentra sul fatto che negli ultimi anni lo sportswear è diventato negli anni sempre più presente nella vita quotidiana di ciascuno di noi. Per questo motivo anche molti brands di moda hanno iniziato a prendere sempre di più ispirazione dai capi sportivi, inserendoli all’interno delle loro collezioni e trasformandoli così in veri e propri must have, che vengono spesso indossati non per una reale necessità di fare sport, ma piuttosto perchè “sono di moda”. Dopo aver analizzato 5 diversi sport, è stato infine scelto di incentrare l’editoriale sul nuoto, e di collocarlo sulla rivista italiana indipendente Muse.
STYLING
MOOD
Cool at the pool
Photography Anna Lapiccirella, Fashion Claudia Raitè Malnate, July 11th, 2018 Villa Monte Morone
“Sun is shining, make-up on point, coolest swimsuit on...And now, does dipping your feet in the pool count as a workout? Iif yes, I’m done for the day.”
Above: hat Stylist’s own. Opposite: sweatshirt Nike, underneath swimsuit Zara, swimming goggles Aquarapid.
Model
Nika Mazi
Hair and
Federica
Make Up
Rivaletto
Opening right: sweatshirt Seventy, underneath swimsuit Goldenpoint, sunglasses Naubau. Opposite: suimsuit Oysho, sunglassses and slippers H&M. Above: blouse Zara.
“And even though I didn’t go swimming, I still put on another swimsuit... and FYI my blouse is Dolce & Gabbana.”
Opposite: suimsuit Yamamay, sunglassses Max Mara, bag and slippers Adidas. Above: top Puma, swimming goggles Arena.
Opposite: swimsuit H&M, blouse Dolce&Gabbana, sunglassses stylist’s own, slippers Stradivarius.
DOUBLE/DOUBLE All’interno del Master in Fashion Communication and Styling sono stati portati avanti tre progetti di Styling, con lo scopo finale di creare tre editoriali ipoteticamente adatti ad essere pubblicati su tre riviste a nostra scelta. L’argomento di partenza per l’editoriale Styling Menswear - Metabstraction - analizza un tema che molti artisti, registi e scrittori hanno indagato nelle loro opere: la personalità multipla. Dal punto di vista clinico questo disturbo, chiamato scientificamente “disturbo dissociativo della personalità” consiste nella “presenza di due o più identità separate che a loro volta prendono il controllo del comportamento del soggetto”Proprio per la particolarità dell’argomento e per la necessità di astrarlo al fine di renderlo confusamente chiaro ho scelto di collorare questo editoriale su Dansk, rivista indipendente che ama sperimentare molto con le sue pubblicazioni.
STYLING
M U LT I P L E PERSONALITY
Shirt: Model’s Own, Trousers: Zara
Left White Shirt: Zara, Jacket: Saintandrews Red Shirt: North Sails, Sweatshirt: Best Company, Trousers: Zara Right Shirt: Zara, Jeans Jacket: Wrangler, Trousers: Zara, Jacket: OVS, Belt: Model’s Own
Left Blouse: Model’s Own, T-Shirt: Champion,Sweatshirt: Kenzo Right Shirt: Zara, Jacket: Saintandrews
Left Trousers: Mango, Shoes: Nike Right Blue Jacket: Angelucci, Beige Jacket: Bertoni e Puricelli
INK YOUR SOUL All’interno del Master in Fashion Communication and Styling sono stati portati avanti tre progetti di Styling, con lo scopo finale di creare tre editoriali ipoteticamente adatti ad essere pubblicati su tre riviste a nostra scelta. L’argomento di partenza per l’editoriale Styling Menswear - Metabstraction - analizza un tema che molti artisti, registi e scrittori hanno indagato nelle loro opere: la personalità multipla. Dal punto di vista clinico questo disturbo, chiamato scientificamente “disturbo dissociativo della personalità” consiste nella “presenza di due o più identità separate che a loro volta prendono il controllo del comportamento del soggetto”Proprio per la particolarità dell’argomento e per la necessità di astrarlo al fine di renderlo confusamente chiaro ho scelto di collorare questo editoriale su Dansk, rivista indipendente che ama sperimentare molto con le sue pubblicazioni.
STYLING
S A I LO R S
CRIMINALS
INK YOUR SOUL photography FEDERICA VUOLO words CLAUDIA RAITĂˆ creative concept CLAUDIA RAITĂˆ models ALESSANDRA PAGANI and YLENIA FESTA
ROPE
SWALLOW
Tattoos leave violent and indelible traces on the skin. Sometimes they make
Having a tattoo is like having a life partner that will follow you anywhere. It
people more conscious about themselves: by doing that, they feel closer
contains lifelong emotions, dreams, tears and fears - but just like a swallow
to their deepest self. Therefore, tattoos can get to such an intimate and
flying free in the sky, tattoos may strengthen your persona and protect those
personal dimension that you may not want to show it off and keep it for
who are looking for peace and tranquillity.
yourself.
LIGHTHOUSE Safety in the darkness: this is the meaning of a
COMPASS CARD
lighthouse, that is so big and powerful that it teaches us that we are not alone. Also, giving up is not an option and fighting for staying
Tattoos may have many different meanings and also deep motivations behind. Sometimes people show it in order to look fashionable, others will do it to seek either help, guidance or support to be aware of themselves again and to find their own path in life.
true to ourselves in every situation - even in the toughest one, when we feel judged by society.
#NODIFFERENCES All’interno del Master in Fashion Communication and Styling sono stati portati avanti tre progetti di Styling, con lo scopo finale di creare tre editoriali ipoteticamente adatti ad essere pubblicati su tre riviste a nostra scelta. L’argomento di partenza per l’editoriale Styling Menswear - Metabstraction - analizza un tema che molti artisti, registi e scrittori hanno indagato nelle loro opere: la personalità multipla. Dal punto di vista clinico questo disturbo, chiamato scientificamente “disturbo dissociativo della personalità” consiste nella “presenza di due o più identità separate che a loro volta prendono il controllo del comportamento del soggetto”Proprio per la particolarità dell’argomento e per la necessità di astrarlo al fine di renderlo confusamente chiaro ho scelto di collorare questo editoriale su Dansk, rivista indipendente che ama sperimentare molto con le sue pubblicazioni.
STYLING
LOGO: SHOW/HIDE
MANY STYLES MANY DIVERSITIES #NODIFFERENCES
STYLE: HOVERBOARDER/SKATER
DESIGN: LUXURY/BASIC
VISOR: FRONT/BACK
ATTITUDE: FEMININE/MASCULINE
COMUNICAZIONE
FASHION EVENTS Uno degli aspetti fondamentali della comunicazione in ambito la moda riguarda l’organizzazione di eventi. In particolare, durante questo corso, svolto all’interno del Master in Fashion Styling and Communication, abbiamo avuto modo di apprendere e approfondire tutti gli step che portano alla buona riuscita di un fashion show. Per questo progetto di gruppo è stato preso in considerazione un brand, Dolce & Gabbana, e passo dopo passo si è ipotizzata la creazione di una sfilata per la primavera/estate 2019 seguendo i canoni e i codici stilistici tipici del brand. Dopo aver analizzato lo stile del marchio e dopo aver compreso gli aspetti fondamentali che caratterizzano gli eventi organizzati solitamente per promuovere il brand, è stato ipotizzato un casting di dieci modelli (compresi alcuni millennials), una location, e una strategia di marketing per promuovere l’evento. Il tutto è stato completato con un articolo, una press release e un invito.
COMUNICAZIONE
LINEUP/LOOKS: MODELLI AND MILLENNIALS
LOCATION: FUNCTIONAL AREAS
Sfera Ebbasta
Brooklyn Beckham
Roger Dupé
Federico Spinas
Anwar Hadid
Bruno Fabre
Cordell Broadus
Jay Alvarez
Hao Yun Xian
Damiano David
HAIR AND MAKEUP DRESSING - PRESS- LINEUP
CATERING AREA CATWALK
INSIDE
OUTSIDE
PHYSICAL CONTEST
WEB CONTEST
WHEN: Sunday, June the 10th 2018 (one week before the fashion show)
WHAT: Creation of a special filter which recognizes the human face
#D&GYOURSELF
and allows the user to customize him/herself in a typical Dolce & Gabbana style. WHAT: Anna Dello Russo takes over the official Dolce&Gabbana’s Instagram account.
WHY: People who cannot physically come to Milan on Sunday have the chance to
People have to follow some clues through Instagram stories and thanks to
take part to the contest as well.
them find four physical spots.
They have to take a picture with D&Gyourself filter.
Once they have found her in one of these spots, Anna will do the styling on
After that, they need to share the photo on their Instagram accounts with the
them in a real D&G way.
#D&GYOURSELF. Among all, the best picture chosen will be pick up and there will a winner for the
SCHEDULE: - 10.00 - 11.30: 1st spot - Arco della Pace
Web contest.
- Break - 12.30 - 14.00 2nd spot - Piazza Gae Aulenti
WHEN: From Monday, June the 4th 2018 (one week before the fashion show).
- 14.30 - 16.00 3rd spot - Bastioni di Porta Venezia
The filter will disappear Sunday, June the 10th2018 at 10.00 PM.
- 16.30 - 18.00 4th spot - Colonne di San Lorenzo
Once the people will find the different spots where the event will take place, there will be:
1 STAND with Dolce & Gabbana clothes from latest collections with:
TWO FINAL WINNERS
- 4 MENSWEAR LOOKS - 4 WOMENSWEAR LOOKS
STYLIST: Anna Dello Russo
one for the physical contest and one for the web contest The best pictures taken for the Physical and for the Web contest will win the access to Dolce&Gabbana Spring/Summer 2019
PHOTOGRAPHERS: LUCA & ALESSANDRO MORELLI (@morellibrothers)
menswear fashion show and backstage, but not only: an entire
The duo will take pictures of the people who will take part to the initiative
day living the experience of Dolce & Gabbana.
in order to give more visibility to the brand itself and to promote the Dolce&Gabbana Menswear fashion
10.00 am
1.00 pm
3.30 pm
7.00 pm
8.00 pm
DOLCE & GABBANA CORNER inside “La Rinascente” Piazza del Duomo, Milano
MARTINI BAR Corso Venezia, 15, Milano
DOLCE & GABBANA STORE Via Montenapoleone, 4, Milano
DOLCE & GABBANA BACKSTAGE Palazzo Reale Piazza del Duomo, Milano
DOLCE & GABBANA FASHION SHOW Palazzo Reale Piazza del Duomo, Milano
FASHION COMMUNICATION Creare strategie di comunicazione per un brand è stato uno dei punti chiave del Master in Fashion Styling and Communication. Per questo progetto, portato avanti in coppia, ci è stato chiesto di prendere in considerazione un brand poco conosciuto e, attraverso lo studio della sua estetica e della filosofia che gli appartiene, di ipotizzarne una strategia comunicativa volta alla sponsorizzazione e alla crescita del marchio. Inoltre, ci è stato chiesto espressamente di improntare la nostra strategia tenendo conto di ogni mezzo disponibile, al fine di non concentrare il nostro studio considerando solamente i media online, ma anche quelli offline. Dopo aver contattato tramite Skype la designer fondatrice del marchio da noi considerato, Sandermann, e dopo averne compreso a pieno estetica e filosofia, abbiamo quindi creato una strategia che valorizzasse gli aspetti legati alla sostenibilità del brand, fornendo inoltre alcuni consigli per migliorarlo e per incrementarne vendite e visibilità.
COMUNICAZIONE
THE BRAND
THE BREEF
SWOT ANALYSIS STRENGTHS
Stine Sandermann got in touch with us and our agency in order for us to
•
Every step of the supply chain is focused on sustainability and ethics
develop a good communication strategy for her emerging fashion brand.
•
She knits high-quality products and consequently, they are durable
Denmark is one of the European countries which care the most about
SANDERMANN is based on cyclability of materials and sustainability as a
•
She focuses on handmade knitwear with as little waste as possible
sustainability. The capital hosts annually the Copenhagen Fashion Summit.
more general approach
•
The raw materials come from local farms
•
She knits made-to-order items herself and so they turn out to be
Stine Sandermann comes from Denmark and is 27 years old.
She graduated at Chelsea College of Arts in London and started the brand
possible in all phases of the supply chain.
•
Every piece is made-to-order and therefore special and unique.
•
She really believes in what she does
Understand the brand’s reference target for a better communication
•
She has a strong message to deliver to the fashion industry
and consequently, better sales.
•
Her pieces are both are both fashionable and wearable, as well as
•
the sustainability factor is crucial, as well as the personal effort the
garments are fully fashioned, and that means they are knitted into their
designer puts into the whole process personally.
shape – also zero waste. Set up a local event that may be useful for the brand and its values to be more known.
expensive garments. •
SANDERMANN hasn’t really established on the market yet •
She has an unclear selling proposition, which means that she doesn’t really know where her customers are
•
Even though it may be inevitable for a start-up at the very beginning, her prices are still quite high
•
There is a lack of a communication and business strategy (she only started in December with a business mentor)
•
Implement SANDERMANN presence on online media.
•
Needed budget: approximately € 3500,00.
•
She is part of Sylab, which is a community for start-ups within fashion and textile. They provide to her a place to work
•
Wool is very versatile
•
Sylab is located in Ikast, which is a small town with a long textile tradition.
•
THREATS •
Emerging competitors are always there
•
If she keeps on not knowing her target reference, she won’t sell eventually despite all her efforts
She went to UAL, so she should have contacts in the whole London scene.
with the loads of wool we didn’t collect and to my surprise she answered: “If
and thus my work with Danish wool began”.
Denmark is one of the wealthiest European countries, also very involved into sustainability. A lot of people can invest money on
and has even spun her own yarns on her wooden spinning wheel. When we
no one else picks it up, the farmer will discard it by burning it.” I was in chock
The brand has been on the market for over a year only, and therefore
OPPORTUNITIES •
“My mom has always been keen on using her hands for knitting, weaving
drove home from the sheep breeder I asked my mom what would happen
•
Place the brand on as much offline media as possible. Underlining
and dresses she uses a zero waste pattern design approach and the knitted
•
As the brand has been on the market for a year only, she has a very limited budget
modern, fresh and visually interesting
She sources end-of-roll newspaper for constructing garment patterns, using old bed linen for toiles and sorting waste for recycling. For the trousers, tops
•
“limited edition” pieces
Our aims are:
in late 2016. She produces every garment locally trying to be as mindful as
WEAKNESSES
They are proud to be part of the Global Fashion Agenda, in which they have committed that by 2020 50% of their collections will be designed for cyclability
•
Once the product request rises, she may not be able to cope with the amount of work as there’s only three of them in the company
TOOLS TOOLS TOOLS
TOOLS
TOOLS
SERVICES
We would provide event coordination first on Facebook (for everybody to see it), and then we would have the
Editorial plan: we would research and contact websites that would like to interview her and they will hopefully give
special invitations on recycled paper (for selected
her some space to put some pictures of her collection.
people such as potential buyers and non-profit
An editorial on a free trade magazine could be another
organizations that care about sustainable fashion) delivered by air
great incentive for her message to be spread. One week earlier she would do the nterview and then she will be online
Invitation delivery + rsvp: first of all, the
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And that would like towith stick her beliefs and consumers will see with her beliefs and with her beliefs and consumers will see consumers will see properties in regards to would like to stick market Save the date for invitations: in this consumers willand see Norway. And that wool has great with her beliefs and philosophy sustainability philosophy that wool has great that wool hasthat philosophy great specific case, our event is going to take place that wool has great with her beliefs and philosophy consumers will properties see in regards to at the beginning of August around Copenhagen properties in regards to properties in regards to properties in regards sustainability philosophy that wool has great Fashion week and CIFF time sustainability sustainability
e shows
to sustainability
properties in regards to sustainability
(7th – 10th August, 2018)
Media plan: we will curate SANDERMANN’s newly-born YouTube channel. On the page, we will take care of music and videos, as well as reading all the comments to find out if there are potential customers/investors out there. We can also take care of the rest of her social media accounts, so that she can only focus on designing the collections, as well as having the brand’s Google AdWords planned
Product placement: she doesn’t believe her products would be worn by mainstream magazine readers. She wants her customers to really understand that there is a story behind every piece that she knits
ECONOMIC PROPOSAL
STRATEGY
Banner on the few strategic websites we mentioned earlier can turn out
Set up a guided bike tour of SANDERMANN’s wool journey (from
to be a profitable tool to get more views on the website and hopefully
fabric to finished product) for customers. In this way, customers
on the brand’s sales
can really see with their own eyes how respectful Stine is of the
There’s actually a whole story behind every garment she makes, so she needs to explain better the whole process. We can help her with the
First research and strategy development
Free € 30,00/hour x 18 hours
€ 540,00
environment, how much she cares about animals and their welfare, as well as actually seeing the places where the fabrics will be yarned
First presentation layout with Adobe InDesign 2018
€ 75,00
We will give to attendees a wool and leather keychain specially
Research and development throughout the year
€ 750,00
Banner on Instagram
€ 50,00
She needs to describe better the products she sells on her official website because it looks like she is selling polyestAer for a lot of money.
First meeting
designed for the occasion At the event, SANDERMANN will have a few less-expensive items
descriptions in order to make the products more appealing to potential
that can help her raise some money quickly (e.g. gloves, socks and
customers
hats). Of course, she would always keep her philosophy of 100% Made
Banner on websites through Flat rate (fixed price)
€ 100,00each
€ 100,00
in Denmark We are willing to find someone attending local events if SANDERMANN can be sponsored in order to get more visibility, even for free at the
Keychains and other products will be given together with a recycled plastic bag with the name of both the brand and the supplier on it
very beginning (e.g. Designer Forum in Frederiksberg, Shopping Bazar in Fredericia and Revolver International Fashion Trade Show Copenhagen). During Dutch Sustainable Week, which takes place in Amsterdam, sustainable fashion is put in the spotlight and various sustainable brands
Guests willing to take the bike tour will be given “Gatorade-like” beverages (made with recycled plastic) with the name of the company
Lookbook
€ 500,00
Company profile
€ 150,00
Media plan
€ 450,00
and the supplier on it in order for the companies to take advantage of the advertising
Bike guided tour
will show their collections on the runway. We can put her in the Danish pavilion during Berlin Green Week together with the rest of Sylab brands. In this case, she will be showcasing some of her pieces and how
Food making will be handled by an intern who has attended a catering institute and therefore will be able to prepare vegan and vegetarian finger food for the guests
she is related to sustainability in her field For guests willing to stay at the place and not taking the bike tour, we We would ask a local packaging company to partner with Sandermann for free in order to have a better-looking box that gives justice to the product inside. It could be a win-win for both brands
will have a small book flea market with books on sustainability and fashion. They For guests not willing to take the bike but taking the tour, we can offer a horse ride (on request and admission with fee) from a local stable
TOTAL
2000 A5 leaflets
€ 50,00
Raw materials for 150 keychains
€ 10,00
Raw materials for the event
€ 50,00
Raw materials for paper invitations
€ 30,00
Catering for the day
€ 500,00
Book market
€ 100,00 € 3355,00
WEB COMMUNICATION Lo scopo del corso di Web Communication, erogato all’interno del Master in Fashion Styling and Communication, è stato quello di permetterci di comprendere a fondo gli aspetti fondamentali legati alla comunicazione di un marchio online, con focus particolare sui social media. Per questo progetto quindi, ho scelto di prendere in considerazione uno dei marchi che personalmente apprezzo maggiormente, Acne Studios, al fine di analizzarlo e, seguendo le consegne date dalla docente, rispondere ad alcune “situazioni-tipo” della comunicazione online. Alcuni esempi sono: creazione di contenuti sia visual che scritti da inserire sui principali social network per lanciare un nuovo prodotto, rispondere alle lamentele di clienti insoddisfatti dei loro acquisti online, replicare in modo adeguato, con una storia di Instagram, all’ attacco da parte di un’influencer che ha criticato il marchio, e creare una strategia di marketing per promuovere la collaborazione del brand scelto con Uber.
COMUNICAZIONE
ACNE STUDIOS
KAPFERER PRISM
Acne Studios is a Stockholm-based fashion house with a multidisciplinary approach. Through founder and Creative Director Jonny Johansson’s interest in photography, art, architecture and contemporary culture, an alternative path has been found, turning
PHYSIQUE
PERSONALITY
- Pink - Design-oriented - Denim Trousers - Srrange name - Pistol boots
- Minimal - Artistic - Contemporary - Unconventional - Open-minded
Acne Studios into a well-respected creator of ready-to-wear, magazines, furniture, books and exhibitions.
The collections are defined by Jonny Johansson’s signature juxtaposing design and attention to detail, with an emphasis on
RELATIONSHIP
CULTURE
- High-quality products - They encourage you to express yourself - They want to show that they are an innovative brand
- Swedish brand - Self-expression - Creativity - Strong personality - Sophisticated semplicity
tailoring and an eclectic use of materials and custom-developed fabrics. The collections cover men’s and women’s ready-to-wear, footwear, accessories and denim.
http://www.acnestudios.com/it/en/home
REFLECTION
SELF-IMAGE
- High salary - Alternative - Creative - Strong - Indipendent
- Cool - Anti-conformist - Self-confident - Individualist - Refined
THE CRISIS MANAGEMENT
INSTAGRAM POST
With this new sweatshirt collection you can be whoever you want. Discover the new #AcneStudios sweatshirt collection in stores and online at acnestudios.com
The t-shirt is too much high-necked, it’s quite difficult to wear it
level of criticism: LOW
Dear customer, thank you for writing to us. We are sorry you have spotted this kind of problem with your new t-shirt, but we would like to kindly inform you that this particular t-shirt model was designed in order to be high-neked. Consequently, we can suggest you to change the t-shirt with another model on our website or in one of our stores. For any information on returns and exchanges, please visit our assistance page on acnestudios.com Have a nice day, The Acne Studios Team
The color showed on the website is different from the real one
level of criticism: MEDIUM
Dear customer, thank you for writing to us. We are sorry for what happened to you. We put a lot of attention on showing our products as more realistic as possible on our website, and we can assure that the colors of the items shown online are exactly the same as the real ones. May it be possible that you have changed the settings of the screen of your laptop or of your phone? we wish you a wonderful day, The Acne Studios Team
The product I ordered has arrived ruined
level of criticism: HIGH
Dear customer, thank you for writing to us. We would like to apologize for the inconvenience and we will be happy to help you manage the shipment back to us, and make sure a new item is sent to you. Since we need to check the details of the damage, please do not send anything back to us without our confirmation. Please visit our contact page for contact information. Have a nice day, The Acne Studios Team
MARKETING STRATEGY: ACNE + UBER STRATEGY
ABOUT THE EVENT During the inauguration, which will take place during the first day of Pitti Uomo, on Tuesday, January 8th, 2019, two events will be organized:
Moreover, from 1 January to 1 February, 2 UberBlack cars will be
are going to the private event: in the first story they will be aboard the
customized in Acne Studios style: they will be pink with the name of
customized Uber car and they will have to tell that they are going to
the brand written in white (like tram 10 in Milan in 2017).
the Acne Studios event in Uber, mentioning that it will be possible to buy the limited edition t-shirt. The other story will have to show the
WHAT CADELA AND TAMU HAVE TO DO
two girls while they are getting out of the car, and they must thank Uber for their services and remind to the public that the launch of the
- from 7pm to 8pm: private event, dedicated exclusively to the guests
- Attend the events at least till 8.30pm
UberBlack Card is scheduled for the following week. Both the first and the second story must have the hashtag #AcnePlusUber
chosen by the brand - Publish a post on Instagram showing the influencer next to the pink
CANDELA PELIZZA
TAMU MCPHERSON
- from 8pm to 9pm: public event accessible after online registration
customized UberBlack car wearing the limited edition t-shirt (present
- Candela will have to speak in English in the stories and write the post
@candela_________
@tamumcpherson
(places will be limited)
in the kit prepared for them). This post has to be published on January
published on instagram both in Italian and in English.
520k followers on Instagram
193k followers on Instagram
€1130 each post on IG
€495 each post on IG
During the event there will be the possibility to buy a limited edition
about the public event organized by Acne Studios as well as the
€1065 each story on IG
€395 each story on IG
t-shirt created in order to celebrate the opening of the store.
services that Uber will offer for that evening and for the following
At the public event all the guests will receive a pink bracelet and a
days (UberBlack Card). This post must also include the official hashtag
coupon with a 30% discount that can be used for a ride on Uber Black
#AcnePlusUber and two links: the one of the Uber website, in which
- Candela and Tamu must refer only to UberBlack, without mentioning
to come back home after the event.
will be illustrated in detail all the parameters and advantages of the
any other type of Uber service not present in Italy
ACNE + UBER
8th, in the morning and must include a caption with all the information
WHAT CADELA AND TAMU DO NOT HAVE TO DO
UberBlack Card, and the link that redirects to the page of Acne Studios,
Acne + Uber is a partnership between Acne Studios, the famous fashion brand from Sweden, and Uber, the car transport service.
Guests can take advantage of the discount only on Tuesday, January
and in particular to the one dedicated to the event (where you can also
The final goal of the collaboration is twofold: on the one hand the
8th by showing the coupon and the bracelet received as a gift.
have a preview of the limited edition t-shirt).
- Do not make any comparison with other taxi / car sharing service
- Do not write an excessively short post by simply placing the link
sponsorship for the opening of a new Acne Studios flagship store in Florence, and on the other the launch of the UberBlack Card, a pass to
In addition, those who will buy the limited edition t-shirt will receive
use UberBlack (the only option of the company currently available in
a UberBlack Card which will allow the owner to use it for the entire
Italy) in a simple and fast way.
duration of Pitti Uomo (scheduled for 8-9-10-11 January ).
- Share the link to the instagram post on Twitter and Facebook - Do not mention the price of the limited edition t-shirt, it will be - Candela and Tamu have to make two Instagram stories while they
written on the website
Gennaio 2019