Brand Research

INTRO

DESIGNER: ROKH HWANG

ROKH IS A BRAND FOUNDED IN 2017 BY ROK HWANG, SOUTH KOREAN BORN BUT RAISED IN AUSTIN USA.

ROKH IS BASED IN LONDON BUT PRESENTS HIS COLLECTIONS AT PARIS FASHION WEEK.

BEFORE ESTABLISHING HIS BRAND, ROK HWANG WAS A DESIGNER IN WELL-KNOWN FASHION HOUSES SUCH AS, CELINE UNDER HEAD OF HOUSE PHOEBE PHILO. FOLLOWED BY LOUIS VUITTON AND CHLOE.

BRAND IDENTITY

BUILT ON A DECONSTRUCTED AESTHETIC OF MIXING MASCULINE ELEMENTS INTO ELEMENTS OF WOMEN’S WARDROBE. USING MASCULINE SHAPES AND SILHOUETTE TO CREATE A CLASSIC BUT YOUTHFUL AND MODERN LOOKS WHICH ROKHS DESCRIBES AS ARTISANAL IMPERFECTION.

MANY OF THE LOOKS IN BOTH ROKH’S S/S AND A/W SEASON COLLECTIONS MANH OF THE LOOKS CENTRE AROUND OUTERWEAR AND TAILORING PARTICULARLY THE CLASSIC TRENCH COAT CREATING DECONSTRUCTED YET CLEAN FINISHED LOOKS.

DESIGN

ROKH’S AESTHETIC IS BUILT ON RECONSTRUCTING VERSIONS OF CLASSIC SILHOUETTES, ESPECIALLY THE RECURRING USE OF THE CLASSIC TRENCH COAT NOT ONLY DOES HE INCORPORATE THE SHAPE OF THE TRENCH COAT BUT ALSO THE FEATURES OF IT IN MANY OF HIS LOOKS. HWANG HAD PREVIOUSLY STATED THAT HE LIKES HIS CLOTHES TO BE MODIFIABLE SO HE INTEGRATES FEATURES THAT CAN BE PULLED AND TIED, LAYERED AND ALSO HEMS THAT CAN BE UNBUTTONED CREATING PIECES THAT ADD TO, AND TRANSFORM, EXISTING COLLECTIONS.

AS ROKH’S AESTHETIC IS BASED ON DECONSTRUCTING CLASSIC SILHOUETTES SUCH AS TAILORED JACKETS AND TRENCH COATS, MANY OF THE FABRIC AND COLOURS THEY INCORPORATE ARE ALSO CLASSIC AND TIMELESS ROKH CONFIDENTLY EXPLORES DECONSTRUCTION AND ADAPTABILITY, WITH MANY OF THE GARMENTS DESIGNED TO LOOK BROKEN AND RE-PIECED TOGETHER.

DESIGN DETAILS

KEY COLOURS

COLOURS AND FABRICS THAT ARE OFTEN RECURRING IN ALL OF ROKH’S COLLECTIONS IN BOTH S/S AND A/W SEASONS ARE BEIGE, BROWNS AND NEUTRAL COLOURS AND ALSO CLASSIC TAILORING COLOURS SUCH AS GREY AND BLACK. ALSO FABRICS AND PRINTS THAT ARE OFTEN REPEATED IN HIS COLLECTIONS ARE PRINTS SUCH AS PLAIDS AND CHECKS AND FABRIC SUCH AS WOOL, LEATHER AND COTTON GABARDINE DRILL. FOR HIS S/S AND RESORT COLLECTIONS HE USES BRIGHTER AND LIGHTER WEIGHT COLOURS AND FABRICS HE ALSO BLENDS SOFTER AN DRAPED SILHOUETTES INTO CLASSIC SHAPES. WHEREAS FOR HIS A/W HE USES DARKER AND HEAVIER WEIGHT FABRICS

RETAIL ENVIRONMENT

ROKH CURRENTLY DOESN’T HAVE A FLAGSHIP STORE, HOWEVER ROKH IS STOCKLISTED ONLINE AND IN STORE IN MANY STORES ACROSS THE WORLD INCLUDING UK, US, FRANCE, KOREA, JAPAN, TAIWAN AND RUSSIA. THE NAME ABOVE SHOWS ROKH’S STOCKLIST STORES IN THE UK MYTHERESA, FARFETCH, SELFRIDGES, NET A PORTER MODA OPERANDI, HARRODS, SSENSE AND DOVER STREET MARKET.

PRODUCT ANALYSIS

Two-tone leather trench coat.

• Black and beige two-tone leather trench coat

• Classic collar

• Chest pocket

• Double breasted front fastening

• Belted waist

• Epaulettes on the shoulders

• Long sleeves

• Button tab sleeves

• Storm flap

• Back button fastening

• Long length straight hem

Price: £3,528

Classic tailored blazer.

• Black wool blend

• Notched lapels

• Front button fastening

• Front flap pockets

• Straight fit

Price: £1,694

THESE ITEMS OF CLOTHING’S BY ROKH ARE CURRENTLY (HAD THE MOST ITEMS) STOCKED BY ONE OF THE BRAND’S STOCKLIST, FARFETCH ON THEIR WEBSITE. CURRENTLY THE ITEMS STOCKED ON FARFETCH’S WEBSITE RANGE FROM THE LOWEST BEING £320 AND THE HIGHEST ITEM BEING £3,528

Cropped flared trousers.

• Dark brown

• Mid-rise

• Belt loops

• Concealed front fastening

• Two diagonal pockets to the sides

• Two rear welt pockets

• Flared design

• Slit detailing

Price: £320

RANGE PLAN

OUTERWEAR PRICE GBP 3000 - 800

A VARITY OF DECONSTRUCTED YET FUNCTIONAL OUTERWEAR PIECE, INSPIRED BY CLASSIC TAILORING AND OUTERWEAR SILHOUETTES.

ROKH HAS A VARIATY OF SHIRTS, BLOUSES AND TOPS. SHIRTS AND BLOUSES INSPIRED BY CLASSIC SILLHOUETTES AND HAVE ELONGATED SPLIT SLEEVES WITH FUNCTIONAL TIES, BELTS OR BUTTONS. FITTED STRETCH HIGHNECK AND POLO TOPS WITH VARIOUS PRINTS.

ROKH HAS A VARAITY OF SKIRTS, MANY INSPIRED BY DECONSTRUCTING OR HAVING FEATURES OF OUTERWEAR GARMENTS PARTICULARLY THE CLASSIC TRENCH COAT. ROKH’S MOST PROMINENT BEING HIS DECONSTRUCTED TENCH COAT SKIRT AND THE ASYMMETRIC SKIRT.

TROUSERS

PRICE GBP 2000 - 500

ROKH PROMINENTLY HAS LONG WIDE OR FLARED TROUSES COMMONLY WITH SLITS. MANY OF ROKH’S BOTTOMS HAVE FASTENING AND FEATURES TYPICALLY SEEN ON OUTERWEAR GARMENTS.

CONSUMER PROFILE

SINCE THE FIRST COLLECTION, IN SHORT TIME, ROKH HAS OBTAINED OVER 100 STOCKISTS INTERNATIONALLY WITH HIGH CREDITABLE STORES AND DEPARTMENTS SUCH AS MYTHERESA, FARFETCH, SELFRIDGES, NET A PORTER MODA OPERANDI, HARRODS, SSENSE AND DOVER STREET MARKET.

CONSIDERING THAT ROKH IS A HIGHER END BRAND MY TARGET CONSUMERS WOULD BE YOUNG ADULTS AND OLDER WHO ARE FROM A MORE COMFORTABLE BACKGROUND AND HAVE THE LUXURY TO SPEND MONEY ON CLOTHES THAT ARE MORE ADVENTUROUS. AS THE AESTHETIC OF THE BRAND IS BASED ON DECONSTRUCTING CLASSIC SILHOUETTES CREATING MANY TIMELESS PIECES HOWEVER, NOT ALL OF THE GARMENTS AND PIECES MAY BE SUITABLE FOR DAY TO DAY WEAR. IT MAY BE MORE SUITABLE FOR A MORE AS AN OCCASION OR MORE OF A FORMAL TO SEMI FORMAL WEAR.

“THE ROKH WOMAN IS FRAGILE, UNAPOLOGETIC, QUESTIONING, INTELLIGENT, CONFIDENT BUT RATTLED BY THAT UNCERTAINTY OF YOUTH.”

EMBLEM PRINT

BRANDING

AUTUMN/ WINTER 2019 READY TO WEAR

SHOW INVITES

SPRING/ SUMMER 2020 PEADY TO WEAR

AUTUMN/ WINTER 2020 READY TO WEAR

ASPRIRATIONAL BRANDS

KOREAN BORN MENSWEAR DESIGNER WITH AN ANDROGYNOUS APPROACH JUUN.J IS KNOWN FOR USING CLASSIC ELEMENTS OF MENSWEAR AND TAILORING THROUGH THE USE OF DECONSTRUCTION AND RECONSTRUCTION. JUUN.J’S COLLECTIONS ARE SHOWN AT PARIS FASHION WEEK, WHILE THE LABEL IS BASED IN SEOUL KOREA.

PETER DO

VIETNAMESE BORN, NEW YORK BASED WOMENSWEAR DESIGNER KNOWN FOR HIS MENSWEAR INSPIRED CLEAN, SHARP TAILORING ARTISANALLY CONSTRUCTED GARMENTS AND THE USE OF HONEST TEXTILES. “THE WOMAN I AM SPEAKING TO IS DEFINING A NEW KIND OF GLAMOUR,”

SOCIAL MEDIA

OFFICIAL WEBSITE

CURRENTLY ROKH DOESN’T HAVE A FLAGSHIP STORE AND ONE OF THE MAIN WAYS THAT BRAND HAS BEEN PROMOTING/ ADVERTISING IS THROUGH THE BRANDS SOCIAL MEDIA PLATFORMS. THE BRAND HAS MANY PLATFORMS WHERE THEY PROMOTE THE BRAND SUCH AS THEIR OFFICIAL FACEBOOK, YOUTUBE, INSTAGRAM AND WEBSITE. HOWEVER THE BRAND IS THE MOST ACTIVELY POSTING, UPDATING AND SHARING NEWS ON THEIR OFFICIAL INSTAGRAM PAGE.

COLLABRATIONS

ROKH X ASICS

ROKH IN COLLABORATION WITH SPORTS WEAR AND EQUIPMENT BRAND ASICS. ROKH HAS HAD TWO COLLABORATIONS WITH ASICS SO FAR, FIRST WAS AN EVENT WHICH WAS ALSO A PART OF PARIS FASHION TO SHOWCASE THE BRANDS LATESTS LIMITED EDITION CAPSULE COLLECTION CONSISTING OF A HUNDRED PAIRS. THE SECOND COLLABORATION BEING PART OF DOVER STREET MARKET’S EXCLUSIVE ‘FLURO REBELLION PROJECT.’ EACH OF THE TRAINERS ARE INDAVIDUALLY PERSONALISED AND WOVEN BY HAND.

DOUBLET X ROKH S/S 2021 TFW

LVMH PRIZE 2018 WINNERS ROKH AND DOUBLET PRESENT A COLLABORATION AT TOKYO FASHION WEEK FOR DOUBLET’S SPRING/ SUMMER 2021 COLLECTION. COMBINING THE IDENTITIES OF THE TWO BRAND BY ROKH’S RE-ASSEMBLED PATTERN WITH DOUBLET’S CHUNKY CRAFT EMBROIDERY TECHNIQUE OF ROKH’S LOGO ON A SIMPLE JERSEY FORM.

ROKH X KAWASHIMA SELKON TEXTILES

ROKH’S COLLABRATION WITH KAWASHIMA SELKON TEXTILES A FABRIC MAUFACTURE FROM KYOTO, JAPAN. AS PART OF THE MANUFACTURE’S SECOND EXHIBITION “WEAVER’S QUEST VOL 2”. THE FABRICS MADE FROM THE COLLABRATION WILL BE USED FOR ‘EGG CHAIR’, THE REPRESENTATIVE WORK OF SCANDINAVIAN FURNITURE MANUFACTURER FRITZ HANSEN.

ROKH X PARKER STEVEN JACKSON

ROKH’S COLLABORATION WITH PARKER STEVEN JACKSON AN LA BASED ARTIST, INSPIRED BY 80’S SI-FI AND HORROR WHILST INFUSING THIS WITH SURREALISM. THESE TWO PIECES IN PARTICULAR BY PARKER STEVEN JACKSON WERE USE AS PRINT DESIGNS FOR ROKH’S SPRING/ SUMMER 2021 READY TO WEAR COLLECTION.