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CONTENTS


BRAND STORY

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BRAND VISION

9 - 12

BRAND POSITIONING

13 - 14

BRAND GUIDELINES

15 - 18

PRODUCTS

19 - 22

THE CONSUMER

29 - 32

SUSTAINABILITY

35 - 36

COMMUNICATION STRATEGY

39 - 44


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After Franco’s untimely death in 1994, his assistant Rossella Jardini, took on the position of creative director and maintained the the stylistic and philosophical approach that Franco Moschino resembled through the brand.

Franco Moschino decided to leave his job as an illustrator for Gianni Versace in order to create his own signature, eccentric brand. The success of Moschino was based upon the brand’s ability to grab attention through its products and campaigns. What set Moschino apart from the rest of the luxury brands at the time was Franco’s social awareness and his own criticism of the fashion industry which he portrayed through his work.

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The brand was injected with a fresh, new energy in 2014 when they announced the fashion designer, Jeremy Scott would take over Jardini’s former role of creative director. Scott entered his Moschino career with a witty bang as he introduced his “Fast Fashion” collection which featured garments that played on the fast-food chain McDonalds. This change and pop culture also brought along celebrity interest such as Miley Cyrus, Rihanna and Katy Perry. Scott’s collections visually represents everything that Moschino stands for; breaking barriers, making fashion fun and creating the message that people should not take life so seriously.

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MOSCHINO

: Fashion’s most rebellious and charismatic brand The brand is named after the late Franco Moschino who is responsible for the creation of the fashion brand. The brand consists of several labels; ‘Moschino’, the main fashion line for men and women, ‘Moschino Cheap and Chic’, a secondary women’s line which was created in 1988 and Love ‘Moschino’ which is a women’s and men’s diffusion line (known as ‘Moschino Jeans’ from 1986 to 2008). In addition, in 2014, under the creative direction of director Jeremy Scott, ‘Moschino Cheap and Chic’ formed a new secondary women’s line called ‘Boutique Moschino’.

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BRAND NAME

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During his time, Franco Moschino relentlessly mocked the fashion system whilst profiting by it through the brand. Runway shows were used as theater and his garments were marketed through humour. Despite sometimes accused of being a rebel without a cause, Moschino used his ad campaigns to deliver message against drugs, violence, and cruelty to animals. Scott carried on Moschino’s legacy by promoting brand campaigns which feature bold social messages such as the television advert in 2015. The brand campaign which collaborated with Barbie featured a young boy playing with a doll broke down the stereotypical gender boundaries.


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When Jeremy Scott took over as Moschino’s creative director, he kept Franco Moschino’s values of uniqueness, craziness and individuality. Along with that, Scott incorporated his own new visions for the brand such as to create colourful, eccentric and humorous yet fashionable clothing that would make Moschino stand out from other designer brands.

When I design, I “always pull from

things that are significant to me. In my work I search for happiness and then try to convey that joy in the clothes. Jeremy Scott (2017)

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CLASSIC

SERIOUS

PLAYFUL

MODERN

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The colour of the original Moschino logo varies depending on the purpose including black, gold and red and there is often a heart motif that can also be found on garment prints, perfume packaging and shapes of bags. The brand’s guidelines can be seen as a metaphor to their consumers; to be fashionable but never a victim to fashion, to colour outside of the lines. Moschino’s logo is made up of simple, cleancut and bold letters that spells out the full name of the brand. The simplicity of the font directly juxtaposes the Moschino’s essence and personality whilst portraying the idea that one can be classic as well as extravagant. Additionally, Moschino is known for altering the font of their logo for collaborations such as with My Little Pony where the font changed in order to replicate their logo.

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Their slightly humorous attitude towards fashion is what separates them from other luxury fashion brands as they come across more light-hearted and informal. For example, the brand released a plain white t-shirt with simple text that read “I didn’t know what to wear today so I put on this designer t-shirt�. This tone of voice could be perceived as the brand mocking other designer brands by making the statement that a product can be designer without it initially looking like it.

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Moschino’s imagery is always full of bright, bold colours to appear striking and eye-catching to consumers. Their campaigns are quirky and fun featuring models in bizarre locations such as their S/S 2006 campaign which was in a supermarket. The brand’s tone of voice is depicted through the graphics that they use on their products as well as their campaign messages.

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Moschino has a global retail network of mono-label stores and franchise stores. Over the last few years, mono-label boutiques have been opened all over Europe, New York in the United States, and also the Middle-East. The stores have become famous for their creative design and luxury style through their glamorous furniture and decor which reflects the theme of their most recent collections.

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Dive into the irreverent, tongue-incheek world of Moschino. Expect pop-culture inspired motifs, highimpact finish and hints at the label’s provocative yet sophisticated aesthetic. Moschino’s products and collaborations demonstrate the full extent of the brands eclectic and wild personality. They offer a wide range of products from simple slogan t-shirts to french fry phone cases. The price of Moschino products range from £50 - £1200, therefore widening their target demographic. In order to keep up their wacky and unexpected nature, Moschino has done collaborations with brands such as McDonalds, Spongebob SquarePants and Barbie.

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When it comes to their creative process, the brand has a specific target audience in mind. Based on the range of contemporary and pop cultural ideas, the consumer’s demographic is aged 21-33. Moschino’s consumers are driven by individualism and self-expression and engage with the unconventional attitudes that the brand demonstrates. As Moschino is regarded as a luxury brand, it is aimed towards young individuals with mediumhigh incomes. However, it is apparent that a wide range of consumers purchase the most affordable accessories as it allows them to make a statement and express creativity on a lower budget.

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Moschino presents a fresh new take on luxury brands which appeals to celebrities who are looking to make a statement in the public eye. Moschino’s high celebrity profile features stars such as Katy Perry, Miley Cyrus and Rita Ora who have been spotted wearing bold, maximilistic Moschino garments. It is apparent that celebrity endorsement and collaborations are the brand’s most popular choice of communication and this may be due to the fact that pop culture is a recurring theme for the brand. Katy Perry has a close relationship with Moschino’s creative director, Jeremy Scott and he has designed many of her stage costumes including her 2015 Super Bowl outfits.

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As any high end, designer brand is aware of, in order to ensure that they maintain their level of success and customer loyalty. Moschino does this by continually producing products with individual designs, unique style and that are of a high quality. The brand shocks and amazes their consumers with their new collections as they present garments, collaborations and campaigns that have never been seen before in the fashion industry. It is Moschino’s unpredictability and unique creativity that makes it sustainable as it makes their consumers keeping wondering what’s next for the brand.

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Moschino’s concepts are often in relation to current, controversial topics drawn from social media. Through adapting these serious issues into his designs, Jeremy Scott demonstrates an ironic approach which grabs the attention of consumers who are not afraid to make a statement about current issues.

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Moschino has never been known to shy away from the camera or spotlight, so why would their social media be any different? Posting images almost everyday, Moschino’s Instagram has become one of the brand’s most relevant promotional platform, with over 6 million followers. In addition, Moschino builds a strong relationship with their consumers through the use of their website. On the website, customers are able to, not only purchase products, but also have access to exclusive videos such as catwalk shows, video ad campaigns and even footage from behind the scenes of their runway shows. This enables the brand to have a more personal relationship with consumers, making them authentic in comparison to other luxury brands.

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