ACNE STUDIOS

MARKETING REPORT

Iona Hatchard student number: 4017068 date:11/12/2023 word count : 5403

-CONTENTS -

Introduction Why I’ve chosen Acne Studio, what they're known for Visuals from recent campaigns, store and marketing material Collections Instore Social media and Online Target market How well-aligned the target market is with the campaigns Positioning statement Perceptual map USP Competitors Swot Pestle Evaluation of framework Brand positioning statement Brand aesthetic Market evaluation The current state of the country in the brand operates Brand pricing Acne’s marketing campaigns Business case- Acne Studio x Selfridges

Introduction Acne Studios is a Stockholm-based brand.

The founder Jonny Johansson started the brand with his 3 friends in 1996. They started by creating collections of music, and films as well as publications such as the magazine Acne Paper. The brand creates ready-to-wear pieces for men and women that focus on materials and textures. They currently have just shy of 60 stores worldwide such as London, New York and Tokyo. Jonny Johansson sees maximal minimalism as the number one appeal of the brand. (End,2022) “Brand built on aesthetics that minimalism is not about having very little, but about carefully showcasing that you can choose what not to have.”(seven store,2023)

All images from @Acnestudios Instagram

Why I’ve chosen the brand I’ve chosen to look into Acne Studios as I feel like they are a brand that has cool and creative marketing campaigns and strategies. For a high-end brand, I feel as if they push the boat out to try and get themselves seen through design or promotion. Although I feel like they have really good marketing strategies and store locations. There are also things especially promotionally that they could do to improve their sales and traffic on their websites and in-store such as working with influencers and discounts.

What they’re famous for co-founder, created 100 pairs of jeans for creatives in Stockholm, these attract popularity 1. The leading the brand to expand their offering of denim. brand was originally built on mediums of music, media, video, and illustration even 2. The having its magazine before moving on to fashion 3. The brand is known for their reinvention iof luxury through denim, and playful graphics

VISUALS FROM RECENT CAMPAIGNS, Acne Studios Miami store front, designed by the Swedish designers Halleroed. It opened showcasing the most recent Spring and Summer collection. (saunders)

Kylie Jenner's denim campaign was photographed by Carlijn Jacobs. Showing off a collection of oversized and unisex denim pieces. (dazed,2023)

STORE, MARKETING MATERIAL SS24 Womenswear show at L’Observatoire de Paris. Created by artist Lukas Gschwandtner. it “invokes the ethos of after-hours liberation and stages the idea of losing track of time and inhibitions within a space.”

Store opening in Chengdu, china located in the SKP department store.

It was designed by Stockholm studio Hallaroed as well as British designer Max Lamb. (designboom,2023)

COLLECTIONS

COLLECTIONS

INSTORE Chengdu

Hong Kong

London The Acne Studios stores all have a very similar aesthetic, they all have very minimalistic but effective designs and layouts. The very large clean and empty spaces have warmth brought to them through furniture design and warm lighting to complement the brand colours.

The stores all have a very Scandinavian feeling to them. Each store has unique but distinctive characteristics such as the iconic pink. Their flagship stores can be located in Stockholm, Paris, Milan, London, New York, LA, Seoul, Tokyo and Beijing. ((“Acne Studios AB | LinkedIn”).

Their flagship stores cover all the predominant fashion cities in the world which shows the success and desire for the brand.

Social media and website The brand uses Instagram, twitter, facebook, Pinterest and TikTok to promote there brand. The main social medias they use are Instagram and TikTok where they have accumulated 4.1 million followers across both the platforms . They not only post their campaign and runway shoots they also post promotional videos and some backstage looks. The Instagram feed is filled with lots of studio taken product shots and campaign shoots, it gives the brand a very professional and clean look to the brand.

The Acne studios website is very visually appealing and currently has a very captivating landing page.

The layout is very simple and clean this showcases the clothes very well, especially when the clothes are more bright and out there the simplicity of the website means that the clothes don’t get lost.

TARGET MARKET The target market for Acne Studios would be a 20-40year-old who is on a well-paying job with a disposable income to be able to spend on slightly more expensive clothes and trends. They care for high-quality pieces that will last a long time. The target customer like going out with their friends for drinks, food and travelling.

HOW WELL ALIGNED IT IS WITH THE CAMPAIGNS. Acne Studio's target market aligns very well with their campaigns. They have picked models and celebrities that are well-known and relevant to the audience to be the face of their brand eg using Kylie Jenner for one of their most recent campaigns this can have a huge impact and persuasion for people to buy their products as they want to be like the celebrities that they see in the campaigns. Their store locations also link well to their target market having most of their stores located in larger cities allows them to have a very specific type of customer as well as the store being easily reachable as well as being a more desirable location to live, with a younger demographic.

PERCEPTUAL MAP quality high Acne Studios All Saints

price

Celine

Jw anderson

price

Cos

low

high

zara

Rag & Bone

low

When evaluating the market Acne Studios is at a very middle point it’s not necessarily designer prices such as brands like Chanel but isn't high street prices like Zara. They receive a high amount of positive comments about the quality of the brand with very few negative comments.

USP The brands USP One of Acne ‘Studios' unique selling points is that they are very focused on the tailoring, fit and proportion of their clothes. Creating the perfect fit for their customers and valuing the quality of their clothing, means that they hold a reputation that customers expect quality every time they purchase from the brand, making the slightly more expensive price tag worth it.

Another of Acne’s unique selling points is their creativity with prints and colour, creating very simple patterns for the clothes but making them unique and desirable through the art on the piece, personal to the brand creating a reputation and personality for the brand.

A final unique selling point is its customer service, the brand unlike many that ship all their clothes from one warehouse allows not only shipping all over the world but also pays the customers custom taxes for them. Included in the price of their clothes is the custom tax so if you receive any when getting items of clothing you can send it to the brand's customer service and they will reimburse it, this is a huge selling point as this is something that would normally deter a customer from buying from international brands but the Acne’s exceptional customer service team stops this from being an issue.

ALL SAINTS All saints and Acne studios are competitors as they both sell similar styles of clothing. The ranges of elevated basics and patterned pieces puts them within the same category as well as the more luxury ‘ edgy’ branding for themselves.

They both pride themselves on high quality pieces as well as both boasting a range of stores.

The main difference that sets the brands apart is the price point as all saints products range between roughly £100-£300 ( a pair of jeans cost £100-£150). whereas Acne studios is a lot higher in price this means that a more specific customer base would be able to afford the clothes ( acne studio jeans £350-£500)

RAG & BONE Rag & Bone and Acne Studios are competitors due to their joint emphasis on craftsmanship and design within their brands, both brands also sell similar products and styles of clothes casual wear, and elevated basics that will be staples in their wardrobe, they both have signature design and minimalistic aesthetic. The price point of both brands is similar at a middle price range the only competition in price is the brand's denim collections as Acne Studios are very highly-priced in comparison to Rag & Bone due to their specialisation and being well known for their denim collections. (rag&bone.com)

JW ANDERSON The brands both have very similar ideas and statements for their brand creating clothes with interesting and out-there patterns that are signature to their brands.

Both brands create pieces with thoughtprovoking silhouettes.

Although Acne Studios has a higher price point the price of JW Anderson's clothes they are still at a higher price point than high street stores this means that they are looking for a similar customer.

They both similarly use social media posting studio shoots and campaigns but nothing very personal, or giving the customer an insight into the brand.

COS COS is a brand that pays ‘ meticulous attention to sustainable craftsmanship and an experience beyond the expected. Much like Acne Studios says their signature is attention to detail and eclectic pattern and material.

They both put a huge emphasis on the craftsmanship and details within their brands.

The price of COS is a lot lower than Acne studios and more accessible to lower-class customers they are owned by the H&M group which makes it a lot more high street affordable. With coats ranging from £100-£200 rather than the £1000 that acne studio prices.

Unlike Acne Studios very well-reviewed, organised customer service and online reviews COS has some very negative ones having 68% 1-star reviews on trust point. (cos.com)

SWOT S

They have a good online and in-person global presence, with stores all over the world and shipping to a large range of countries, making them easily acceptable and easily heard about.

Although their price point is slightly higher the quality of the pieces makes up for it, creating staple wardrobe pieces that last a long time for the customer.

Although the prices for the clothes may be on the slightly higher side the brand included shipping tax in their overall prices or will reimburse the customer if they receive shipping tax with the order. Making customers more likely to go back and shop at the brand.

The brand's distinctive style.

Acne Studios can utilise social media to their advantage, to grow their brand but currently they are not doing this to their full potential. The current social media trends of authenticity and customers wanting to feel part of the brand mean that brands need to utilise social media, especially TikTok and Instagram reels to make them feel more connected to the brands. 31% of B2B professionals said that social selling allowed them to build deeper relationships with their clients, creating a more trusted and personal relationships.(Alfred) Acne Studios doesn’t work massively with influencers or other brands, they don’t follow anyone on Instagram which really could help their brand if they did so, working with influencers could allow customers a more personal feel to the brand.

W

SWOT O

An opportunity for Acne Studios is the increase in willingness to spend more money on high-quality pieces that are sustainable and durable. A brand such as Acne Studios. The global total consumer spending on clothing and footwear is forecast to continuously increase between 2024 and 2028 by in total of 595.3 billion U.S. dollars ( Statista) Another opportunity that Acne Studios can utilise their brand is by working with influencers and celebrities who they feel reflect and fit the aesthetic and values of their brand. This can help bring more of a target audience over to the brand, increasing sales and talk about the brand.

A threat the brand is facing is the growth in the second-hand market, According to GlobalData, the clothes resale market in the UK is forecast to rise by 67.5% from 2022 to 2026. This is a threat as people are going to look at platforms such as Depop first before looking at the branded websites, slowing down and decreasing their sales. (Globaldata.plc) The trend cycle is another threat to the brand the quick turnaround and ever-changing trends mean that people want to spend less money on current trends as they are going to be out of style soon enough. Acne Studio needs to find a way to keep up with trends while still keeping its style and price point.

T

PESTLE FRAMEWORK

P

Although Acne Studios hasn’t come forward with any of their own political views that could be found the way in which they decide to create their campaigns shows off a slight insight to what they support and the values that they have, for example, same-sex couples and men dressing in feminine clothing could cause some controversy in some countries or some political parties, they still decide to do it anyways. For example in 2017 their campaign displayed a same sex couple and their 4 children, this campaign being even more controversial then it would be now.

Acne studio campaign (2017)

E

The fashion industry is still seeing the effects of the pandemic creating a tough economic environment forecast to grow globally by 3-5% in 2024 which is a 2% decrease to the current year (2023) The luxury segment is expected to generate the biggest share of profit, the saturation of luxury brand in the current market can create a struggle for brands such as Acne Studios to gain customers and sales due to their original and alternative designs and styles.

PESTLE FRAMEWORK

S

T

Much like the political aspect of the PESTEL, the social aspect can be seen through their work and social media eg the same-sex couple in their campaign making a social statement.

They also have made it clear on their eco and sustainable views as a brand. This could make a huge impact on Acne Studios as 66% of consumers would spend more on a product if it came from a sustainable brand. (Rafi)

Acne studio have a website and a good social media presence this helps maximise the brands profits and traffic. They use social media to promote campaigns and give a bit more of a personal insight and feeling to the brand which is a current trend in marketing since the end of covid, this can make a huge impact as customers feel create a relationship and loyalty to a brand.

One way Acne studios could be growing and improving the social aspect of their brand is through creating an app, creating a more accessible and personalised experience.

PESTLE FRAMEWORK

L

E

According to the Acne Studios social report (2019) the company has over 800 employees, 8 offices and 62 suppliers in 200 production locations in 16 countries. With that size of business, they have to make sure they are following all laws and regulations of every country that they run in.

Making sure they pay all their employees correct pay and in the correct working requirements.

Acne Studios has a lot of sustainability ambitions for the brand their ‘ main responsibility is to create desirable items that our customers value, we want to be proud of our products how they look, quality and how they are made and used.’ their sustainable targets are split into. products, suppliers and operations. They have many longterm sustainability targets such as 100% use of raw materials and protecting ‘workers' rights by 26/27 (Acnestudios.com) The release of their annual sustainability reports allows customers to be able to get a full insight into what goes on behind the brand which can be a huge selling point and concern for some customers.

They don’t make sustainability a clear selling point or throw it at the customers, suggesting greenwashing but they give full transparency.

ADVANTAGES AND LIMITATIONS OF FRAMEWORK SWOT

PESTLE

Advantages

Advantages

A swot analysis allows businesses to identify weaknesses, businesses being able to identify their weakness means that they can adapt as soon as possible and make improvements. Being able to identify weaknesses enables better planning, a plan that is guided and more effective.

Makes it very clear if there are more strengths or weaknesses when put into a SWOT and applies to most business plans.

Limitations A swot although it is very clear can also cause problems by being oversimplified where some things may not be able to be fully explained properly as it doesn't fit one of the four categories.

A swot can also risk becoming biased on the person completing the analysis, some views can be subjective which can cause. a lot of problems if people didn’t agree with one another.

Much like the SWOT analysis the pestle framework is very simple and self-explanatory and understood in a wider business environment. the larger range of headings and subjects that you can look into allows businesses to spot opportunities and exploit them to there full potential.

Limitations oversimplifies all of the data- insufficient data.

The ever-changing market might make it increasingly hard to anticipate the opportunities and affects something might have.

BRAND POSITIONING THROUGH ITS INDIVIDUALITY, ACNE STUDIOS SETS ITSELF APART BY CREATING HIGH-QUALITY PIECES WITH A STEP UP IN DESIGN AND PATTERN. THE COMPANY’S DEDICATION TO SATISFYING ITS CUSTOMERS THROUGH EXCELLENT QUALITY AND EXCELLENT CUSTOMER SERVICE MAKES SURE EVERYONE IS FULLY SATISFIED AND ABLE TO EXPRESS THEMSELVES THROUGH THE MEANS OF FASHION.

STATEMENT

BRAND AESTHETIC

Market Evaluation The current state of the market: Some current trends that are having an impact on the fashion industry are the concern for sustainability and environmental commitment, the effect this can have on brand include them having to change the way they manufacture, ship and store their clothes, even though it is for a good cause it can have huge economical impact on the brand.

Another is the desire for less the idea of a capsule wardrobe and not overconsumption of clothes. Since COVID people have been willing to spend more money on fewer pieces. A recent UK study found that 37% of consumers 35 years old and above feel overwhelmed by the volume of trends sweeping the fashion pages and social media feeds. (Lumley, 2022) Revenue in the fashion market is projected to reach $660.40bn in 2023 with an annual growth of 8.64% (Statista,2023)

Target market: Demographic//The demographic for Acne Studios is 20-40 years old they have an equally male-to-female demographic as they cater very well to both. The target market is someone with a full-time job and can afford the clothes due to a slightly higher price tag.

Geographic// Living in a bigger city perhaps where the stores are located and easily accessible for the target market. Living on their own or with friends or partners.

Market Evaluation Buying behaviour// Someone who wants to invest in their wardrobe can spend their disposable income on high-quality pieces.

Very familiar with buying online but also enjoy going into the store to receive more of an experience when buying the pieces. psychographics// They enjoy going out with friends for example going for drinks and dinner or visiting museums, activities that they can dress up go out and explore.

Being in a generation that does have a big impact and opinion on environmental and political issues in the world, and think of these factors when buying from a brand. competitors: Some of the direct competitors to Acne Studios are JW Anderson, COS and AllSaints they are all slightly more high-end shops that sell more alternative pieces. some indirect competitors to the company are brands such as Prettylittlething and ASOS, they are very cheap alternatives and might sell pieces that look slightly similar to Acne Studios.

The strengths of a lot of the competitors to Acne are their social media and the work with influencers and celebrities that they do to grow the brand.

This is something that Acne could do to grow its customer base.

Some of the general weaknesses of these brands are inconsistencies with the quality of their clothes as well as recurring problems with customer service these can both be things that stop a customer from returning to a brand. what Acne could do better is improve their social media creating a more personal place for their customers so they feel like they have a relationship with the brand.

The current state of the countries in which the brand operates.

In the past few years, Swedish culture and style have become a massive trend on social media having 1.3 million posts under the hashtag ‘Scandi’ and 976k under ‘Scandistyle’ on Instagram and 172.8m views on TikTok. This influence is mainly based on their fashion and interior design styles.

Brands and influencers have started using their social presence and purchasing habits to impact new trends and styles in fashion and interior design trends around the world. The style has been compared with chic minimalism, elevated basics and sleek silhouettes.

Due to consumer uncertainty throughout 2022 consumers are now more willing to spend more money to brands that they trust.

This makes for a more interesting and fluctuant environment for social media advertising. this means more rewarding results for companies who take advantage of consumer trends.

The ethical and environmental state and aims for Sweden have a huge impact on the way the brand operates. The country is targeting a net zero for carbon by the year 2045, this can impact the way their clothes are manufactured and the office is run. (Hammerberg)

How this can affect the way acne studios operates This can affect the way the brand operates firstly as the ever-growing ‘scandi’ trend can bring a lot of attention to the brand growing the amount of staff, resources and space that they need to successfully meet the demand for product. Although this is a positive as it is growing the brand it could also risk a potential financial set back due to needing to grow the space and team that they work with.

The countries economical concern and reach for a net zero for carbon by the year 2045, may mean that the brand has to change the way in which they operate to met these standards and potential law that get put in place, whether this is the way they send out the product or make the clothes.

Consumer uncertainty due to political and social issues in Europe during 2022 and the need for brand trust can affect the way the brand markets and puts the brand across. By creating a more personal connection to the customer through social media and their website the brand is able to gain more customer loyalty, meaning returning customers and sales.

£1,300

Brand Pricing £850

£540

£490

The price point of Acne Studio is slightly higher, luxury pieces.

Although not as expensive as a lot of designer brands it still means that the market becomes slightly exclusive to a more upper, middle class customer that is willing to spend their money on clothes.

£230 £390

£210

Brand pricing instore Bicester village The in-store prices are all on the same level as the online store, they only one that differs is the Bicester village store due to it being a discount store where all the clothes are sold at roughly 50% off this allows for them to gain customer from people that might not necessarily be able to afford the full price from the store themselves.

Acne’s marketing campaigns

This is one of Acne’s campaigns shot in 2017 it features a gay couple and their 4 children, and it was shot by fashion photographers Inez and Vinoodh. Acne Studio's creative director said “Since Acne Studios started as a collective we would see each other as a family back in the day. I therefore wanted to portray households of today, in all constellations.”( Evans 2017)

The campaign features their Musubi bag and can be seen in Stockholm, LA, London, New York and Milan. Shot by Talia Chetrit the campaign features nude models covering themselves with the bag. The campaign is very showstopping and very good at standing out and getting the attention of passers-by.

The campaign might be quite problematic in certain countries so they’ve had to be careful where it is shown due to political and social views in countries. ( Tuzio 2022)

The A/W15 collection by Acne Studio features the creative director Jonny Johansson's 11-year-old son. Taken by Viviane Sassen the collection featured 4 images of the son wearing a range of different coats and jewellery by the brand. “I’ve seen this new generation’s attitude to fashion where the cut, the shape and the character of the garment is the crucial thing.”(Interviews, 2015)

Acne’s marketing campaigns The approach across the different countries : Some of Acne’s Campaigns are very out there and they gain a lot of traction around them, for example, the campaign for the Musubi bag which shows nude models wouldn’t be deemed appropriate in some of the countries where they sell their brand and are only put up around major cities such as London and Milan. However, it might not be ideal as they aren’t able to advertise certain collections or products to another level, which means they could mean they make more sales, the brand sticks to its values and creative views rather than changing its campaigns so they can be put up in more countries.

If I were in charge of marketing I wouldn’t change anything that the brand is currently doing in terms of the campaigns and stores, the main thing I would change is the social media side of the marketing. Since COVID people have wanted to feel included and have a more personal connection with brands creating a relationship between the brand and the customer.

Customers who have an emotional relationship with a brand have three times higher lifetime value and will likely recommend the company at a rate of 71%, instead of the average 45% (Leveraging the Value of Emotional Connection for Retailers, n.d.) This could include working with more influencers

Growing the brand within the UK Although the UK does have Acne Studios stores which are four locations in London and one in Bicester village, 2 of the locations being inside a department store.

There are a good amount of stores they are all in very close proximity to one another. Two of the stores are located inside Harrods the menswear and womenswear section, the others are located on Dover Street and Pelham Street.

I think they could benefit from opening some stores in other locations around the UK, due to the cost of living and economic issues facing a lot of people across the UK who are moving out of London to other slightly cheaper cities such as Manchester, Liverpool and Leeds. Figures published from a YouGov survey show 47 per cent of the capital’s 18 to 24-year-olds intend to move out within the next decade. This suggests that the brand could benefit from opening stores in other locations if they want to keep the stores accessible there target market with the average age of people in Manchester being 24 years old. The pricing of housing up north allows for people to have more disposable income to spend on luxuries such as clothes.

Acne Studios and Selfridges

Manchester

Birmingham

London

One of the Selfridges in Manchester is located in Exchange Square located in the heart of the city, offering a luxury shopping experience.

The other is located within the Trafford Centre

Located inside the Bullring shopping centre a beautifully designed shopping centre. The store spreads across four floors

The store opened in 1909 and is the second-largest retail premises in the United Kingdom. It is home to over 300 brands and 5 floors.

ACNE STUDIO Plan:

Reasoning

Competitors

I think the most effective way for Acne Studios to grow their brand is through stocking their collections in stores such as Selfridges, although they already stock their clothes in Harrods stocking them in Selfridges would allow for them to stock the clothes in more places in the United Kingdom as they have multiple stores across the UK, Manchester, London and Birmingham.

In the year ending January 28, 2023, Selfridges generated a revenue of approximately 757.9 million British pounds from its retail operations in the United Kingdom (UK). The company also made a total of 84.9 million British pounds worth of sales to the rest of the world (excluding the EU) through its online portal. (statista2023) The store ships to 50 countries the main being in the USA and China.

The main competitors for Selfridges are Harrods, Flannels and Farfetch. All of these are also department stores with Harrods and Flannels both having online and physical stores whereas Farfetch only has an online marketplace.

“ best department store in the world.” for 3 years in a row

Selfridges

Working with influencers: The brand could work with influencers to promote the opening of the stores, working with influencers that have a similar aesthetic to them, have the same values and have also been seen previously wearing their clothes. This can allow them to reach a large amount of potential new customers who have an interest in influencers that are related to the brand, getting the influencers to visit the different stores can entice their followers to visit the store.

Brand and customer connection: By using their social media, especially TikTok they can build a much more personal relationship with their customer, creating customer loyalty and returning customers. By taking part in trends as well as behind-thescenes and a more personal social media approach, the team can promote their store openings in a fun way.84% of companies that work to improve their customer experience report an increase in their revenue(Morgan, n.d.).

Creating opportunities such as cool window displays or photo opportunities in their store locations can create more noise around the brand on social media. Following the colour palette and brand colours makes it clear what the brand is when seen on social media.

Campaign Concept

Influencers the brand can work with

Campaign Concept

Acne Studios Overview: The opportunity for Acne Studios is opening stores within the Selfridges stores. This allows for a better distribution of stores across the United Kingdom without having to spend the money they may have to open independent stores; this would lead to more sales and more traffic to the brand.

Evaluation: I think this would be the most effective idea as it allows them to open stores around the UK rather than just being in London without having to spend as much money as opening multiple individual stores around the country. It also allows them to ship their clothes to another party. It also perfectly hits the target market in the cities where Selfridges stores are located, having the age demographic of 25-40(Dazed.). The main issue with this is making sure the brand is standing out against others that are stocked in Selfridges, for example, brands that they sell, sell a lot of similar products to Acne Studios, the browsing factor might mean that an item they go to get from Acne studios they might find something they prefer from a different potentially cheaper brand. The customer benefit from this is easily accessible products as well as also being able to pick up other items from other shops they might another positive of having their products in Selfridges is the economy in advertising, large large-scale advertising such as window displays ensures people see the brand but at a saving. Another benefit to stocking their brand in Selfridges is the central locations of all the stores, this makes them all easily accessible by people who live in the cities but also very easy public transport to the stores. The revenue of Selfridges in 2023 was £843.7 million which is a rise of nearly 200 million since 2022 (statista), showing that they are a more stable brand to sell their product in, there is no risk of lack of sales due to the rise in online shopping. I also feel as if Selfridges have similar values to Acne Studios. Whether you’re a champion of sustainability, wellbeing or our values, as a Selfridges team member we’ll enable you to improve the lives of our team members, our customers and the wider community by joining – or even creating – a community that helps you drive.(Selfridges. com,2023)

Acne Studios The resources needed for this are the main point of working out and getting a deal and partnership with Selfridges to be able to put their clothes in the store, another expense/ resource that they’ll need is employing staff and staff to set up the stores, although this may be costly it would be more inexpensive than having their stores as they would need to decorate larger stores and employee more members of staff. I think that this project would be profitable as it allows to grow the brand without the expense of having to rent, renovate and employ staff while also introducing the brand to 2 new major cities as well as growing their stores in London as well as online. A struggle the brand may have is selling itself to Selfridges and setting itself apart from other brands that may want to be sold in Selfridges, luckily Acne Studios is a very cool and different brand that holds a very good brand image and can stand out.

I think they would be very successful in opening stores within Selfridges, they have done a lot of pop-up shops and their shop inside Harrods that they’d be able to promote and decorate the store very well. For example, their pop-up shop in Paris is a good indication of how they could design their space.

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