TIDESWELLL
COMPONENT 2 BY JASMINE
1-2 - The collabarations story and narrative
3-4- Logo developemnts
5-10-Collabartion Designs
11-12- Product price points
13-14 - Logo spread camapign image
15-17- How will the collabaration be promoted
18- Swot Analysis
19-22 PR and pop up event
23-24- Finalised Design Ideas
A key factor for any brand to be recognisable is to have a unique and eye-catching logo. Having, this can affect your marketing and how it will market your brand. Creating a logo takes a huge journey and this is what has happened with this collaboration’s logo. To start I began to think what would be an eye-catching logo. I then began to think about what would a consumer from Loewe find eye-catching and what would a consumer from Stussy find eye-catching both brands have different concepts and visions so I felt like this would be a challenge. I decided to work myself through using the strategy marketing mix thinking of how the logo would connect to the product the place, the person and the promotion of the collab. Loewe customers love their delicacy and simplistic designs but as well as loving this, they do reach out to unique and colourful designs. Stussy loves their black and white colour palette but also adds edge to their designs by adding a neon colour so this was something I was going to take into consideration for the future design of the logo. Beginning to start drafting the logo I decided to start with Stussy’s “cult” classic iconic 8 ball. I feel using this as a logo would 100% tie in the Stussy consumers and also intrigue the Loewe consumer as this is something unique and new which customers of Loewe tend to to take on board very well.
This was a key importance to the logo. The 8 ball is used in a game all across the world called pool this is a game which also brings a sense of community together as it is played for example in pubs at bars out in public anywhere. This 8-ball logo can already symbolise the story of the community the collaboration is going to all be about. To develop this further, I decided to incorporate Loewes into the logo because at this point I felt like this was a very one-sided logo. I added the touch of Loewe by adding Loewe’s own personal brand logo into the middle of the ball instead of the 8 which did add more feel and excitement to the logo but still, something was missing. Continuing to experiment with the 8-ball logo I felt like more detail and excitement needed to be added. This is when the concept of the whole collaboration came to mind. The concept of the collab will be taken on the beach as this is the story of a community on a beach creating swimwear and beachwear. I wanted a key factor of the beach to play into the part of the logo so I thought of palm trees. Palm trees have tiny details on the leaf which when you look closely can look like a leather texture. I felt like this was perfect as palm trees are both on a Californian beach and a Spanish Madrid beach both connecting to the brand’s history. I wanted to develop this logo further so I decided to up the palm tree by two to symbolize both brands and also add a font underneath the logo in the actual writing of LOEWEXSTUSSY I chose a very classy font which would fit well with Loewe consumers but not so much Stussys consumers which would create a huge marketing problem within the promotional side for promoting and products with this logo on to Stussy consumers.
To fix this problem I decided to play around with different fonts and trial and error. After many different fonts, I decided on a font which was quirky and had a beach vibe. The font would both meet the brand consumers’ eyes and aseptically match with both consumer profiling boards. As much as I loved the palm trees in the collaboration logo I felt like that loewes older consumers may not understand the meaning and I went on and developed this further. Palm trees can be seen anywhere in America even on the street so I started to look around for something to symbolize the beach story. This is when I finally switched to the 8 ball rolling on a graffiti-like drawn wave. With Stussy starting up as a surfing brand this also pulls out the history of Stussy and the simplicity of the wave with tiny details matches Loewe brand aesthetics I felt like this worked for both brands.
Relying on the marketing mix theory to help me develop this logo I kept going back and forth as the more developed the logo is the better the outcome will be. One thing I thought about and didn’t add was that splash of colour this is something both brand’s consumers loved so this was a must in the logo. I decided to add a circle of bright neon orange as this was something which would connect to the collaboration’s products and also become eye-catching and help with the meaning of the beach. I feel that orange is a key factor and colour you would see in a beach palette which I also took inspiration from Loewes Ibiza’s summer collection. I wasn’t finished just yet as this collaboration was going to be fun. unique and something a little bit different. In my final development, I decided to change the inside of the 8 ball to both branding logos mixed within each other to represent that sense of community. Both consumers would find this final logo eye-catching which will promote marketing well within the fashion world. I feel that next time to develop this further I would want to include more colour in the logo as I would feel this is what can catch the eye the most and this would help within the social media marketing and PR sections of the collaboration..
The designs for the collaboration needed to be unique to both brands. While creating the story and narrative for the collaboration I loved the story of Grafiti and how Stussy who was originally a surfing board brand became so famous for its signature Grafiti look and then turned into a worldwide fashion brand. Grafiti was a perfect design to add to the collaboration as this also fit Loewe’s consumers and the marketing for the Grafiti bikini and swimsuit fits the narrative perfectly and promotionally will succeed especially in the summertime. After completing some research about graffiti also symbolizing that coming together as a community and creating
such amazing art the feel of graffiti feels scandalous and adds an edgy feel to the collection. As graffiti is also classed as a crime and a criminal offence if taken out on private or public property this gives the perfect feel for that “cult” following for Stussy consumers and Loewes customers need this new push of out their scandalouse design. Critically analysing my designs and bringing in the main design of graffiti next time to develop this I may want to only add a small bit and pieces of graffiti as I feel the full graffiti design works perfectly for all Stussy consumers but maybe not as much for the older 30+ loewes consumers.
This is the age when most people tend to turn their style of fashion very basic and never venture out into anything unique. Following on from the graffiti we will be having either a black bikini or a white bikini and hand graffiti on the bikini/ swimsuits adding the aspect of hand craftmanship adds such a special touch and a feel of care to the brand. The material for the bikinis/costumes will be as sustainable as possible for example if an older plain white luxury material bikini or swimsuit is thrown away we will then take this and re-use any bit of material to create and mix it with our new product which will make it brand new.
I feel including sustainability is a key feature for both brands especially in this era of the world where sustainability is a need and a big part of a collaboration. Another key feature which I decided to add to my swimwear designs is adding bright neon orange straps. I feel this meets the aesthetic of both brands the colour orange is eye-catching which will market well having this bright colour, promotionally this will be eye-catching for any person who may stop and see the collaboration either online or in public eg. on a billboard. Stussys surfboard brand was created near Orange County California so using this colour has a link to the fashion brand’s history. Another reason to use the bright colour is that I sourced inspiration from Loewes past Ibiza summer collection which grew big on social media with the campaign colour palettes being neon. This made the campaign look fun and eye-catching tying in new customers wanting to be a part of this new story. I wanted to add little details to make the collection stand out and be classed as archive pieces one day. The little detail I decided to add was beadwork, the beadwork is a mini 8-ball pool bead which gives the sense of touch and community having one of these beads will also make the consumer feel special that the special beads will be classified as a limited edition staple on the bikini and menswear.
This will also enhance more sales for the collaboration as the limited edition feel for both consumers creates higher sales as it is something that will not be created again. Working and developing to create the perfect design I wanted to add more texture to the bikini and swimming costume I took inspiration from Loewe’s signature silver bow runway shows. I did this as a new yearly fashion trend this year are bows and I feel this would be a big hit for the collection, especially for both consumers who also love a trend one downfall of adding this would be that bows may fall out of style later after a couple of years but bows are a still going strong which will hopefully keep up with their name. Designing the menswear I wanted to have matching designs that would also suit consumers who were in a relationship as another new yearly trend was couples matching up outfits. For menswear designs, they will still have the signature graffiti design and also include the limited edition 8 ball beed on the drawstrings. The design will be inspired by board shorts which are used by surfers to connect the story and narrative to the products further. All of the products will be promoted on the beach as this is all classed as beachwear for men and women this will then promotional market the products perfectly and show the reason, and use of the products.
Collabaration designs
After designing the swimwear for the collaboration I decided to design a Loewe-inspired classy straw beach hat. My partner has also designed Stussy-inspired bucket hats as we felt that the straw hat would not reach a Stussy consumer as the style is the opposite of streetwear and more simplistic. Designing this hat I wanted it to look elegant, I chose for the hat to be big and bold as this screams Loewe instead of using the design graffiti again I wanted to change it up by adding a splash of paint to finish the look. I felt this was more pointed towards Loewe consumers so I decided to take a more simplistic take on that hat. At the top of the hat, I incorporated the collabs logo and used the neon orange straps taken from the swimwear collection to create a ribbon to tie the hat under the chin and also around the hat to give that eye-catching look. To develop this further, I would love to find a way to design this hat more in a concept of Stussy’s story to see if the hat could sell to Stussy consumers as well. The story for the collaboration is all about communities coming together as one and to do so this will be on a beach which is why the collaboration line is beachwear a key feature to this story is also having a designed surfboard. This tells the story and narrative of the collaboration from the history of Stussy to adding the feel of being a community for Loewe customers.
I feel that adding a surfboard to the collection will 1 create a bigger target audience and it may reach out to the sports community as well as the fashion community. This will promote the collaboration even further and may be classed as a “viral” collaboration with unique and exciting products being realised.
The curiosity of having a surfboard as part of the collab will tie an audience in and wonder what the story is of the collaboration. The surfboard will be a key feature to be a part of the collaboration so a logo on the surfboard was a must to add to the design, I wanted all the products to match so the design to go onto the surfboard would be hand spray paint graffiti. The surfboard will tell the story of the collaboration and will reflect both brand’s journeys to the collaboration the surfboard will be the last piece to finish the jigsaw puzzle of the collaboration.
The final piece of the collaboration collection is to design the luxurious 8-ball leather bag. This is one of the most important pieces to the collaboration not only because it is the most expensive but because this is the signature logo being used for the collaboration. I decided to use the signature 8-ball as this worldwide-known icon is used in many games for example to play the game pool. By playing games this brings a sense of community which also helps tell the story of the collab.
The bag design fits both consumers being customisable to a handheld or a crossbody. With a very simplistic design, the material will be the most high-end leather which will be full grain with a fine stitch so there will be no wear and tear. The colour will be simple with black and white and I have taken inspiration from Loewes past bags the iconic puzzle bag. The bag will be waterproof as this is for a beachwear line and can be used on the beach if wanted. This bag reflects both brands as you can perfectly tell that the 8 ball is inspired by the brand Stussy and the bag structure by Loewe. This bag aims to reach the bestseller spot out of the collection. I have designed the bag to fit the consumer mood board for each different brand perfectly for example a Stussy consumer would wear the bag as a crossbody and be styled in a streetwear style. You can then change the handle into a handbag which suits Loewe’s consumer profile perfectly giving a more luxurious feel. Both consumers will be obsessed with the style of the bag as there is no other similar item ou their in a high-end luxury product. The more the consumers are liking the design the more likely the promotional and marketing will develop into popularity.
8 BALL DUSTBAG
8 BALL LUXURY HANDBAG
8 BALL LUXURY CROSSBODY BAG
Productpricepoints
Creating a pricing strategy for this collaboration was quite tricky my partner and I went through all the different designs on both brand’s websites to come up with a strategy for the prices. The problems we had to think about were that Stussys products are normally priced under £300 and Loewes are between £1400-£4000 we had to find a price in the middle where both consumers could afford the items. We decided to start pricing the womenswear swimwear first we decided on pricing the bikini top starting at £150.00 and the bikini bottoms at £125.00 together which would total £275.00 for a luxurious bikini set. The swimming graffiti costume will be priced at £250.00 as this is more fabric used to create this product. The bikini costs slightly more than the swimming costume as you can easily mix and match a bikini so many customers will only purchase one piece of the bikini rather than buying a matching set. To add to the collection we are also creating a unique leather luxury 8-ball bag this will be priced at £999.00 as this fits Loewe’s price range perfectly but this price will be pushing it out of the branch a little for Stussys customers. While me and my partner were discussing the price range we didnt want push the price to high for the signature bag as the Stussy brand prices are much lower than Loewes. We wanted this to be accesable to many consumers and not to be too much out of the price bracket. To go with the bag you can have a choice to purchase a customisable dustbag which will cost an extra £15.00. Diving into the menswear the men’s shorts will be priced at £220.00 this both meets Stussys and Loewes consumers and is affordable for each customer base. Another product which will be joining the product line will be Stussy-inspired bucket hats priced at £205.00 and Loewes-inspired straw hat priced at £350.00. The hats have been priced slightly different as the straw hat material will cost higher than the Stussy inspired buckethat. Another reason why the bucket hat is logically lower than the straw hat is that a Stussy consumer will take more of a liking to this styled hat rather than the Loewe-styled straw hat. The pricing strategies between Loewe and Stussy are different with Stussys prices being under £300 this can also help with customers who are not able to afford anything from a higher price range but still want something special. All of the pricing relates to the consumers and is all within the pricing brackets my partner and I have created. Last but not least the collection will be the limited edition surfboard. This surfboard will draw attention not only in the fashion community but also in the sports and design industry, custoers can purchase this board and keep it as a collectable and showcase this in their home another use for the board can be the actual sport of surfing this board will be able to be used in this sport as I feel this is one of the main storytelling products. As the board will be a limited edition there will only be a certain amount of manufactured boards made after all the boards are sold there will be no more created. The manufacturer will be making 888 units and the board has also chosen this special amount as the collaboration’s main logo has been created with the signature 8-ball logo. As the board will be a limited edition this will sell quicker and faster as many customers will feel the need to class this as a special collectable creating bigger marketing sales and bigger promotional popularity. All of these prices reflect both brands as these sit in the middle of all of the fashion brands’ own pricing lists.
Promoting a collaboration needs to be done perfectly as this is a key factor for a successful collaboration. To market the products there will be many campaign shoots taken in the collections range and this will be promoted and showcased through billboards. Advertising your brand’s collaborations on billboards makes sure that we are targeting all different market audiences from all different work industries this catches the eye of many people. If the campaign shoots are aesthetically pleasing to people’s eyes this may also equal a social media rise. There will not be only campaign images but a cinematic film will be created for the collaboration a photo can tell you a thousand words but a video can triple this amount. Photographs are still very much loved but I feel that the film industry is rising especially in fashion. Something that is moving will catch the eye of a customer more than a still-life portrait, through this campaign we will be able to show the story and narration behind the whole collection. I have created a moodboard of what we want this film to be inspired by the cinematic film will have only calmness and give off a happy relaxing vibe. The video will not be chaotic as this is the opposite of what the collection is giving off. We want consumers to listen and watch the film and make them know this is how you would feel in this collection. The film will be filmed on a beach with a scene of friends running in and out of water laughing and playing games representing the feel of two communities coming together some clips will be from a more hot, luxurious and colourful beach and the other darker but still as a beautiful beach, these will represent both Loewe and Stussy one for each beach and this collection merging telling the story. There will be ocean sounds playing to represent the sustainability of the collaboration project. The whole film will reflect both brands individually by picking out key elements of each and then forming a bond and coming together this will connect and market well with both brand’s consumers and make them feel a special need for the collection to feel this sense of community with each of the brands. This film will be classed as the main advertisement of the whole project as well as different elements being shown the film will be located on many different digital billboards around the world on live screens. As well as the film being posted all over social media and all apps. this collaboration will have lots of social media presence. The two brands will create a joint Instagram and TikTok account where all of the promotional collaboration will be posted. There will also be snippets of the collaboration on each brand’s separate accounts as this is where all the followers are already located. The promotional content on social media will be aimed towards all ages but mostly Gen Z and millennials these are two of the generation where I feel the collaboration will be most popular. For example, after the collaboration is released a new trend of the year may appear which will be wearing graffiti and all new trends arise from a social media platform tick tock the new trends gain popularity as influencers on the app like to influence many young generations which then goes “viral” and spreads the new trend.
Howwillthecollabarationbepromoted
promoted
ANALYSIS
PR EVENT AND POP UP
To spread the word of the collaboration we will be creating a PR event, I feel creating a PR event will bring attention to the collaboration as this is something new that all brands are beginning to do for new collaborations This will also open a gateway to invite any celebrities or influencers which will experience the day and post on their socials which will then increase in more attention and popularity on the collaboration. The collaboration. will be beach-themed to match the story of the collaboration another reason the brands will organise a PR event is that this will bring people from all across the globe together as a community experiencing this collaboration which also helps the consumers get a feel of the narrative behind the collection and why it is so special. The event will be brightly coloured and filled with communal games and the chance to see the collection off-screen for the first time. The event will be filled with food and drinks which will be all packaged with the collaboration 8 ball logo and each person will get to come home with a beach tote bag designed for the collaboration as a little sneak peek to the collection before being able to purchase any products. The invitation to the PR event is the most vital of them all many brands like to overlook this point in promoting the event but if the event is promoted properly no social popularity will arise and the whole collaboration may turn quiet. The collaboration is going to be known as unique and this is what we are going to start the PR event off like. The invitations to the event will be handmade luxury beach towels with the Collabs logo printed on them. The colours will be bright orange and striped the classic-looking beach towel everyone will want to get their hands on. The date the place and the time will be printed onto the towel, and this will also help the sustainability of the brand as most invites are either kept and forgotten about or chucked away in the bin creating more waste. This will stop the problem as towels are reusable and these are invites which will be kept as this is such a new and unique way. I feel that the promotional side of a new collaboration is the key factor to its success, and this is why each point of the PR event needs to be unique and special.
PR EVENT AND POP UP
Many brands also include a pop-up event for new products. The collaboration will also undertake this as this is a way of tying in many more consumers than online and influenced by other people. This is a way for the pope to get a feel of the collaboration and to also bring excitement to the new products. This will tie in Loewe and Stussy customers as well as intriguing people who have never taken an interest in fashion before. The promotional pop will be sat in different locations this will not be a big shop this will be something different and unique once again. This pop-up will be a vintage ice cream trolley. This customised trolley will be brightly coloured and will also have the collaboration logo printed all around, these will be located at many different beaches all across the world, especially in the fashion capital and Orange County and Madrid where both of the brands were born. Not only will this attract the brand’s customers this will also attract many others due to the pop-up being an ice cream trolley which many people visit on a day at the beach. At the pop, you will be able to get free ice cream and what will be available to buy at the popup is the products. The two products which will be very limited to buy at the pop-up and will only be a couple to buy at that moment will be the signature 8-ball bag and surfboard. These are the two higher-end price tags which will be hard to keep out in the public but will be able to order online or in stores as soon as they are released. And more stock will come through.
FINALISED DESIGNS
Here are the collaboration outcomes and designs. After communicating design the same products but in a different way. We wanted to see how form a much stronger and more relatable design for both customers. main graffiti detail that we both agreed on making sure that the designs partner made about the collection was that for the drawstrings she decided the feel of high-end luxury and made the collections unique to both men’s and swimming customers as this is a never-done-before luxury that signature touch of the collaboration we have decided to dye the rope will make the collections more eye-catching and persuasive to buy. This mote the products which will be on the beach. We have also chosen to design was more customisable and this would relate better for both consumers price tag for Stussy consumers. To develop this further we wanted the to switch up from the 8 ball logo to replace this with our brands signature now actually showcases what brands the bag are both from. My partner design for the final collection the same. An added accessory we wanted being a study-inspired bucket hat and another a Loewe more classy look nificantly sell better and market better as we feel that a bucket hat would not sell to a Stussy consumer as they are different style of hats. Overall with all of our combined designs we feel it screams luxury and streetwear it. All designs relate to the consumers and feel this collaboration will from not only the fashion world but also other work industries.
communicating back and forth with my partner. Originally we decided to how our creative minds would work and then come together to My partner Leah decided to stick to a similar design of the designs always match the narrative and story. The difference my decided to use rope. After seeing her designs we felt this gave off consumers. The rope is a special quality to add to the bikini, luxury product. To also incorporate my designs into this and to give rope a bright orange to get that beach feel which We both feel This will also meet the aesthetic of how we have decided to proto put forward my design of the 8 Ball signature bag as my bag consumers as it’s a 2-in-1 styled product also resulting in a better the bag to showcase where it was actually from so we decided signature logo. Customers will want to buy this iteam more as this partner and I already designed the same surfboard so we have p this wanted to add to the collection are the two different styled hats one look straw hat we feel creating two different styles would sigwould not sell as well to a Loewe customer and a straw hat would Overall to critically analyse the overall collection we are both happy streetwear which was a target for the outcomes and we have both met be a big hit selling to customers of all different ages and styles
To Critically analyse the whole collaboration I feel that this collaboration we work and be very successful. I feel we have met all customer’s needs from the promotional marketing side to designs and especially price points. From my SWOT analysis created at the start of the collaboration, I feel we have met all weaknesses and we will tackle them with this collaboration.
I feel the only development we could make along the way to furthering the final idea of the collaboration would be to create a PR event in the UK. This is where both brands are known the least. I feel that the opportunities will be met different consumers will venture into both brands which will equal in both brands extra growth. The collaboration is very strong and this will fly over to the UK. Social media will take a huge part in this competition but the two brands will positively increase their following from the UK because of this collaboration. Something that we will take into consideration for the making of the campaign images and film will be to make sure there is colour, colour is eye-catching and especially for a beach scene this is a need.
ByJasmineTideswell
Partner-LeahJones
