Dime X Loewe brand collaboration - Lara Connolly

DIME X LOEWE

BRAND COLLABORATION DEVELOPMENT

CONTENTS

1. About the collaboration

2. SWOT analysis of Loewe

3. SWOT analysis of the collab

4. Existing collaborations for inspiration

5. logo developments

6. fashion trend predictions for inspiration

7. Initial idea prototypes

8. Initial idea 1

9. development of denim idea

10. initial idea 2

11. initial idea 3

12. initial idea 4

13. initial idea 5

14. consumer profiling

15. promotion and celebrity advertisment

16. social media promotion

17. Instagram

18. pricing and packaging

19. window display ideas

20. pr and fashion events

21. product lineup & evaluation

THE COLLABORATION

I will be creating a collaboration between Loewe and Dime with my work partner, Elly. We Previously researched into Loewe and Dime, then did market research to create an understanding of the market position and the popularity and similarities of the brand to see if the collaboration would work. We are working together to think of product ideas and how we can market to consumers for a collaboration of Loewe & Dime. I will be researching into fashion predictions, already existing collabs and the target markets for the collab which will help me gain an insight into what my ideas could be. Then I will start my idea developments with the help of Elly where we will both look into streetwear fashion and seeing what would sell to Loewe audiences. Then beginning to research into the marketing mix for the collaboration to gain more knowledge, and create products for the brands, such as; jeans jackets, bucket hats and candles. My idea is to combine both elements of the brands together so its sophisticated like Loewe but also suitable for streetwear fashion. Finally researching into celebrities for advertisments.

Moodboard made on Adobe Express to help me gain a greater understaning of both aesthetics

SWOT ANALYSIS-LOEWE

STRENGTHS

-always has new ideas and new product developments

-strong sales of products -inclusive

WEAKNESS

-specific target markets, doesn’t explore the full market potential

-restricted use of influencers for marketing

-doesnt advertise which results in loss of customers

-does not do discounts/sales as this ruins the aesthetic of the brand as well as the price level

OPPORTUNITIES

-incorporate market analytics/ develop whats popular

-more digital marketing

-could be more sustainable

-offers/special discounts to attract customers

THREATS

-high competition

-high prices

-market has very similar which lowers uniqueness

-high inflation. products materials also expensive

SWOT ANALYSIS-COLLAB

STRENGTHS WEAKNESS

-celebrities/skaters can promote -fashionable for streetwear and high quality -will be promoted on websites/social media -interests from both brands

-experimenting in textiles -both have similar logos and fonts

OPPORTUNITIES

-a mix of higher and also affordable options means the collab will gain new customers

-increase online availability

-campaign advertising

-pop-up shop to gain attention

-magazine advertising

-expand in different locations other than America

-collab with Dime means sustainability/charity donations -fashion week

-packaging

-higher prices than Dimes usual prices

-different style to usual loewe, but casual sells

THREATS

-a lot of skater-style clothes look similar

-competition from national chains such as urban outfitters (similar products at a lower price)

-quick change fashion trends

Everyday clothing but at a higher price point

EXISTING COLLABS FOR INSPIRATION

B ur B erry x S upreme

Oversized, boxy, silhouettes and neutral colour palettes

yeezy x Gap x BaLenciaGa

Similar to Dime; hoodies, t-shirts, hats. mainly includes GAPS logo

Inspiration from sportswear more than couture

LUXURY X STREET

Demonstrated the possibilities between basic brands and fashion institutions

Inspiration: The logo includes the Nike logo with the LV design in the background to blend both brands

Inspiration: The fact they used the patterns from Burberry and the style from Supreme making it more casual

Box logo T-shirt with Burberys signature plaid pattern

Collaboration is only available through Burberrys website

The pieces available through Supreme include statement outerwear and co-ords in denim and jersey.

Virgil Abloh took inspiration from his previous collabs with Off-white

LouiS Vuitton x nike

Louis Vuittons menswear gets a sporty new audience

Traditional Nike air force shoe but with Louis Vuitton logos all over

Exhibition in Brooklyn showing Virgil Abloh’s vision

100% of the funds went to a scholarship fund which supports the education of African and African-American descent

LOGO DEVELOPMENT

LOGO PROTOTYPES

THE DESIGNS

All made using Photoshop developments

(Loewe’s anagram, the quadruple L, designed in 1970)

I started by looking into luxury x street collaborations such as Louis Vuitton x Nike, who’s logo I loved. It was the traditional Nike logo but with the Louis Vuitton symbols inside the letters, I took a similar take on this by designing the Loewe anagram to say Dime. All of my designs blurs together both styles of logos from both brands by keeping the same font. My favourite design out of them all is the one with Dime going up the side.

I enjoyed working with Elly for this as we both had many ideas that we combined together and each idea we took different elements from.

HOW DOES IT REFLECT THE BRANDS?

Logos serve as an essential part of a brand. it shows the values and aesthetics. Dimes logo is minimalistic and recognisable. Loewe’s logo is luxury looking along with the iconic anagram logo which consists of the letter “L”. I have combined these logos for both brands together to create this logo which is my favourite which shows the word Dime going down the side, as if skating. Me and Elly also had very simiar ideas as shown.

Created by Elly

FASHION PREDICTIONS 2024

MENSWEAR FASHION PREDICTIONS ANALYSIS:

Currently we are seeing the terms ‘oversized’, ‘baggy’ and ‘loose fit’ which is predicted to continue in the upcoming year, jackets with collars like brands such as Carhartt, as well as straight leg, baggy jeans will play a huge part in fashion. Vintage prints will also come back with the retro aesthetic. Mens accessories follow the ‘It girl’ trend which brands like Loewe whos tote shoulder bags which could continue into menswear as mens luxury bags continue to expand. The ‘future Laboratory’ website predicts that “luxury heirlooms such as branded crockery and ceramics will also make an appearace”, leaning towards the retro aspect again.

WHAT DO I TAKE FROM THIS?:

From the information I have found out about the future fashion menswear predictions, and also considering the collaboration between Loewe and Dime, I think that products such as jeans and hoodies will be the perfect products as it hits the streetwear market which come from Dimes audience while also taking nothing away from Loewes as they already do similar items, I could also create cereamic products for their homeware ranges such as plates as retro homeware is up and coming for fashion predictions in 2024. Creating new products for Loewe means it opens up their target market audience to new potential customers and a younger audience who seek luxury clothing but in their more casual style.

INITIAL IDEAS prototypes

HOW DO THESE RELATE TO THE CONSUMER?

These protypes were my first three initial ideas that i sketched, however out of the three I have chose to take forward the jeans and the bucket hat. Prototyping is concept sketches that allows you to visualise how the garment will look and fit on the body. My ideas fit with both brands, I am designing more casual streetwear still suitable for Loewe. bucket hats have become a big part in streetwear, their popularity goes back to 1900s when fishermen wore them for rain protection. In 1980s hip-hop and rap music popularised the hat and made it a streetwear staple. As for the jeans, both brands have best seller jeans that could be expanded, my idea was to take both aspects from both brands jeans and combine them, however I would like to expand the denim idea in general.

prototypes

WHAT IS MY BRANDS STORY?

my brand exists so that Loewe has a different target audience and also gains newer/ younger customers who want casual designer, which is why Dime is perfect for a collaboration as it combines streetwear with luxury. From my target market research majority of Dimes consumers are skaters, from this i have tried to keep the items free moving and oversized because this is typically the style for skaters.

INITIAL IDEA 1

how does is relate to the brands: when it comes to mens skater-style jeans, skaters proritise comfort and flexibility in their clothing choices. The most popular style of jeans for skater men would be baggy fit straight leg jeans, which allows for easy movement especially around the hips and thighs. These designs are inspired by Loewes anagram baggy fit jeans that have the iconic Loewe laser cut logo on the knees, bringing in inspiration from Dime with the unique urban style of the wavy patch pockets on the back, which adds a touch of uniqueness and sets them apart from the traditional pocket style. My idea was to combine the idea of Dimes wave pockets with Loewes anagram jeans as both are best sellers on their websites, and to put them on to the front of the jeans where the Loewe anagram is so there is a pocket at the front, similar to the viral cargo jeans at the moment. Using ideas from my prototype drawings the, back would have cut out anagram print on usual pockets

Womenswear

The story behind this idea is that different jeans carry unique stories mainly reflecting on the past such as the 80s. Wide leg oversized jeans represent rejecting social normality, as well as the retro flair it gives off.

Could do different materials? such as leather or skins that Loewe use for their excentric bag designs

Inspired by the Dime wave pockets

Made using Photoshop

This design is inspired by streetwear jeans and also one of my first logo designs where i combined both logos from Loewe and Dime by using the font from Loewes anagram.

development of denim from idea 1

Moodboard to expand my ideas. I could make my ideas better by making them weirder and stand out more. I have made this moodboard to show my brief ideas from pinterest, including denim candles and denim pillows, could even do a leather tray

This jacket is inspired by Jonathan Andersons innovative unconventional styles that push boundaries. The nature of runway clothes captures our attention and creates a memorable visual impact. Weird fashion disrupts the ordinary and creates conversations.

The story behind this jacket is that you dont have to just wear elegant and fashionable clothing especially as a Loewe consumer, streetwear is a lifestyle not a trend that is casual and also fashionable. It has a cultural impact as well as it resonates with people who appreciate high fashion and street culture.

Graffiti print ‘Loewe x Dime’ to tie in the streetwear aspect of Dime

Weird fashion tells stories through symbols, colours and textures. It invites us to explore our identities, express emotion and challenge social norms. Symbols and fonts play a part in storytelling resonating with cultural groups, just like how a skull represents death, the graffiti font i used represents streetwear and street fashion shown through Dimes consumers and the brand as a whole. Graffiti fonts bring an edgy and urban vibe to design. Graffiti adds personality and vibrancy to fashion, allowing designers to break free from the ordinary.

INITIAL IDEA 2

fashion croquis to show my ideas and how they would look put together, using Asap Rocky and Rhianna as i think they would be perfect for celebrity promotion as they both have both luxury and street style

Interior of the coat could be this logo pattern, quiet luxury is a way of expressing brands or luxury without displays of logos or branding on show.

This idea would be classed as loud luxury, the brands logo is displayed visibly signalling high status and high income. An example would be the Supreme x LV hoodie.

how i came up with the idea

made on photoshop

This idea was inspired by the very popular North face jackets that have gone viral for a few years now and loved by both genders, the stylish brand has grown in the street style scenes. This product also lands at a similar price level, as the collab would be considering Loewe is high end. North face prioritises quality over everything that are built to withstand all weathers. I could encorporate this into my ideas by experimenting with different materials and fabrics.

how does it relate to the consumer of the brands?

puffer jackets are mainy worn by a young audience of streetwear, Loewe has a puffer jacket already however it is regular fit, short length and has a detachable hood. To make my idea better and also include the brand Dime I have designed an oversized puffer jacket inspired by North face jackets that every young adult wants. Regular fit is not as popular, to hit a different target market of younger adults wanting affordable designer i have created my jacket to be more oversized, Dime consumers would typically be skaters who want oversized baggy items, there is also not a lot of winter skate items about. This also relates to Loewe because not a lot of Loewes pieces are loud luxury meaning that its very reserved and not in your face, however by hitting the younger market audience of Dime, a lot of the customers would want loud luxury designer to be able to show off the logos and make a statement.

INITIAL IDEA 3

BUCKET HAT PROTOTYPE

made using photoshop

how it relates to the brands:

The bucket hat became popular in the 90s, inspired by streetwear. Loewe experimented with prints and ribbons, as well as materials such as canvas and calfskin in multiple colours. Dime sets the bar higher every time for skate/streetwear brands, the usual Dime bucket hat includes embroidered logo on the front. What sets Dimes apart from Loewe’s is the price difference. My idea relates to both brands as they both already have similar but what sets these ones apart is the pattern logo design, Dime collabing with Loewe to create a bucket hat means consumers from Dime will buy into the modern streetwear hat that is also practical by sheielding your eyes while outside

These are designs created by Elly. We combined ideas but developed them individually. She has created these using different types of Dime logos. I really like the top one as i feel it relates to both brands. This I could encorporate into my work by changing fonts

Using the logo developmens I created I developed my first idea for the bucket hat, using Asap Rocky as the model as I feel hes best fit for the collab and would draw in Dime customers.

This brown bucket hat idea is inspired by the above design which was inspired by the north face jacket. I used the brown shade as this is a gender neutral colour, which i would want Asap Rocky and also Rhianna to represent.

made using photoshop

initial idea 4

unisex tracksuit

Ttracksuits are a massive iconic part of streetwear, they are comfortable and have a relaxed fit. In the early 2000s in the UK tracksuits becme popular again with the music industry by rappers and people who listen to grime music. Skepta and Stormzy turned the tracksuits into a status symbol. Social media influenced a lot of individuals to purchase tracksuits from platforms like Instagram and TikTok where influencers show their fusion of comfort and fashion making it a must have. Loewe has hoodies and sweatshirts with logos and branding and a high price point. Dime is known for its unique streetwear aesthetic, they offer multiple different styles of hoodie with different graphic prints which explores streetstyle and fashion, also comfort. I have created a tracksuit set as Loewe does not have this product already, to gain newer audiences this draws in the consumers of Dime who want street style items.

12

branded tracksuits or wearing recognisible logos signals social status and brand loyalty, Celebrities and influencers often wear designer tracksuits to grow their appeal.

I could improve this by changing the colours of the tracksuits and researching into what colours Loewe would use. In the 80s the fitness trends continued and tracksuits remained popular, In hip-hop culture they wore tracksuits which were comfortable enough for breakdancing yet stylish enough to make a statement.

These are Ellys ideas for T-shirts which i really like. We both developed these in similar ways combining different logos and colours. however i feel they could be improved by using different materials and fonts.

initial ideas

5 how does this relate to the brands:

homeware

made on photoshop

These designs relate to both Loewe and Dime because neither have been done already but are in the style of both, while also considering up-coming trends. Loewe’s usual target audience buys the homeware such as candles, home scents and blankets. Inspired by brands like La creuset, and also Supreme. Dime and Loewe could include homeware items you can actually use and show off the brand as well as collecting branded items. The multi-use candle is also something Loewe and Dime has not seen before that would engage with multiple targets such as middle aged women who love candles and also older people with their own home who like homeware which wouldn’t be the usual audience and gain more interaction.

made on photoshop

what i would change:

i would change the plate shape to make it less traditional and a bit different, the logo could even be stamped into the plate creating an indent.

This idea is inspired by the upcoming fashion predictions that burgundy will come back in, also ceramic retro style homeware. I combined both ideas to hit upcoming trends and target markets. I could make the top idea better by making the logos wavy like the pockets on Dime jeans, and also like retro prints.

VASE/CANDLE: This idea is a candle that doubles as a vase. Inspired by Dimes well known iconic toaster, which is pure white with the Dime logo on the bottom, similar to Supreme, consumers buy into well known branded items. The wavey pattern is inspired by the Dime jeans which have a wavy pocket, neither Loewe or Dime have vases, howver both have candles, but no multi-use products.

denim candle: developing the homeware ideas to make them weirder and to stand out, I wanted to expand the denim ideas onto homeware to create a denim candle and continuing the candle and vase idea adding denim to it, and also leather.

developments of homeware

initial ideas:

WHAT I WANT TO CHANGE:

for this i would like to make the exterior of it pure white to match Dimes toaster, the moderninity of it match Loewes aesthetic. I would also like to experiment with scents that they have not done already.

Elly’s ideas: i really like the egg candle idea as it relates to both brands with their weird and wonderful creations such as egg heels and toasters. We could develop this and use different foods such as bananas maybe. The other candle is very similar to the denim candle which we could combine through scents and logos.

consumer profile

The collaboration of luxury and streetwear is becoming more popular. There is a huge contrast between the direction of the collab which has a more inclusive take on styling interests for both brands consumers, which allows the brands to reach audiences of younger ages/different new potential customers. Street-style is mainly seen on the younger generation incorporating logos and hoodies.

STREET/SKATER FASHION

Streetwear is “fashionable casual clothes” which is a staple of modern fashion. From my market research the streetwear market has seen a growth since 2019 which is expected to continue, todays generation is influenced by social media a lot which helps promotion and marketing. Many high-end brands are incorporating streetstyle fusing the two together.

TARGET MARKET

-Age bracket: teens-middle aged

-Gender neutral, but focussing on menswear

-high-end but affordable for new consumers

-Target: skaters, streetwear style, loewe customers, people seeking casual clothes

CUSTOMER

moodboard created on adobe express 14

a typical customer of this collaboration would have a casual fashion sense but is into luxury brands, they skate, have a small job but that doesn’t stop them wanting branded clothing.

PROMOTION

WHAT CELEBS WOULD BE GOOD FOR PROMOTION?

having high follower count and highly engaged audience can prove positive for marketing perspective, a lot of money can be made from paid Instagram posts. While considering both luxury and street style a lot of celebrities would be good to gain attraction to the collaboration such as Stormzy, he is the perfect mix of fashionable and loved by the streetwear scene. people that would buy into Dime would typically listen to Stormzy. Having him as a brand ambassador or even just be seen wearing the collaboration and posted online would increase sales and brand awareness for both. Loewe does not typically have people with casual street-style to promote/be in campaigns so this would be a change for the good. Me and my work partner also considered using Asap Rocky and Rhianna as they are both seen wearing casual clotes but attend fashion events in extravagant items.

reflecting back on what i previously said i think it would be a better idea to use a smaller celebrity who is less well known. Brand awareness is a crucial part of marketing and small creators can be beneficial.

SUNNY SULJIK

From speaking to my boyfriend who is a typical Dime consumer who buys brands such as Vans, he recommened I research into the main actor in the movie called mid 90s. Sunny Suljik who is an american actor and skateboarder, well known for the “mid 90s” movie where he had his first lead role at a young age. He has appeared in many things such as a music video for Travis Scott and many video games. Considering the main consumers of Dime are mainly male based this is good as they will most likely know of him if not from the games then from the “mid 90s” movie. He also got enrolled in the international modelling and talent association which is a program that looks for talented people. his instagram has over 700k followers, and he does various shoots in all of which he wears streetwear items such as Supreme and hoodies, and also keeps up his skateboarding hobby. I think he would be good to represent the brand as he is the right consumer target for Dime as he skates and got popular from a skateboarding movie, he also does a bit of modelling making him a good candidate for the campaign shoots and good to promote the collaboration.

I created this by using multiple different filters such as grain and Gaussian blur to create a retro feel to it as Dimes look like they have been taken on a digital camera.

I created this edit inspired by Dime photoshoot campaigns in which they posted on Instagram. The pictures feel casual, as if a friend had just taken a picture of them wearing the brand. This is a picture of Sunny Suljik who represents the brand perfectly, and the picture actually compliments the jacket very well as they both have graffiti, showing off the streetwear style that Loewe doesnt usually have.

PROMOTON WITH SOCIAL MEDIA

Fashion brands heavily rely on promotional tactics to create brand awareness and drive sales. By posting the collaboration with a skater/streetwear style aesthetic it builds brand awareness showcasing the collabs unique style, values and aesthetic. I could also include influencer support by promoting the items through influencers who post it, who then introduce the products to their followers. Similar to Loewe, i would like to promote the items by posting snippets of it on instagram posts & reels. Instagram is powerful for fashion brands by posting high quality images that engage with your audience through storytelling gains you followers and purchases. Instagram also allows you to engage with a broader audience by showcasing the products, as everyone has Instagram this means that a lot of people with different styles can see it especially if @Dime is tagged which put the posts onto people who follow Dimes pages also. Dime promotes by posting skate videos to nostalgic 90s hip-hop music. Their impressive skate videos gained a cult following in places such as Canada, starting with 100 t-shirts which was growing rapidly by placing products strategically in local skate shops. They have also previously collaborated with brands such as Vans, which has lead them to gain 542k followers on Instagram with multiple celebs wearing their products. My idea for promotion with the collaboration is to use Sunny Suljik who is well known in the skate scene, and also god at modelling, with 701k followers promoting his music and skate videos. The aim is to post him wearing and styling the items, this engages a different audience for Loewe with further grows their brand.

ANALYSING LOEWES SOCIAL MEDIA:

Quite recently Loewe has been posting photoshoots using basic/boring backgrounds, such as a messy stool. As well as the odd luxurious post which mainly shows the clothing and items and doesnt have a background. They promoted their new style of ‘flamenco bag’ by showcasing it on something that juxtaposes the bag.

Magazine edit i made on photoshop inspired by Loewes campaign pictures they post on Instagram

This is an example of how I would like the instagram to look. Loewe already post all of their products with various different backgrounds and styles mainly trying to make it elegant, however I like the idea of making it a juxtaposition of street and also luxury still. I have achieved this by creating similar campaign edits and also product promotions.

This edit (and the one on the page above) shows how both brands promote online as i tried to recreate it, combining both. Dime usually posts these kind of pictures to promote new collections and to show the lookbook, which usually gains 30,000 likes, Loewe consisteantly posts campaign shoots which get about the same amount of likes. Combined together from both consumers means both brands gain customers

PRICING AND PACKAGING

pricing strategies

Loewe’s prices reflect its luxury status and sustainability efforts. Collabs widen the audience for both brands, for example Balmain x H&M where H&M reached people willing to pay for luxury brands although not at Balmains usual price point. A lot of customers would assume the collab products are special due to the combined brand powers. As well as influencer and celebrity impacts adds interest which justifies higher prices. Collaborations result in one-of-a-kind products pricing for the collab

Loewe x Dime would be classed as high end as both brands use high quality materials which means the price would be higher so both brands make a profit. For the denim jacket idea on page 9 for example, the price for that would be around about £200-£300 as Dime jackets are £130-£150, Loewe’s are nearer £1000. The price shouldnt be too cheap for Loewe customers but also not too expensive for Dime customers.

PACKAGING

Packaging is important for fashion brands especially when it comes to being sustainable. Loewe’s bags are typically white with the logo on the top which I felt like I could improve, out of all the mock-ups I created on the right my favourite one is the denim pocket one which links it to my jeans and jacket ideas and also gives it a sense of streetstyle as its different and stand out and ‘isnt like all the other bags’. The black bag gives it a fashionable look, which I could combine with the denim bag idea by using the same shape. Could consider using denim scraps from the garments to be sustainable and upcycled, which could be multip-purpose and be re-used in other shops.

WINDOW DISPLAYS

Moodboard created on Photoshop, these are all ideas of how brands promote their luxury products through windows to make the audience intruiged just like billboards with celebrities. A window display grabs attention and creates a good first impression which means they want to shop inside. This shows what the brand represents

My idea was to combine the fact that they post mainly elegent looking posts as well as catwalk fashion with street style. This juxtaposition would stand out in shops compared to the elegant posts currently up. The window display would stand out because the rest of the shop is very put together and stylish.

These are ideas i have created on Photoshop which express my idea of juxtaposing luxury against street, which reflects the fashion industry. As luxury brands are now trying to encorporate the street aesthetic with casual elements, this draws in potential new customers.

PR and fashion events

Decorations align with the brands aesthetic; luxury chandeliers, skateboards for trays, lighting sets the mood Music sets the atmosphere. there could be a dj playing 1980’s hip-hop music that skaters traditionally listen to, aswell as rap, which again juxtaposes against the venue.

Dress code - streetwear, juxtaposes against the luxury location

Fashion catwalk show to present the products. Also opportunity to take videos and upload to social media that is popular on TikTok.

Guest list will be specifically people with street style/skaters. Such as Sunny Suljik

Venue would be luxury/grand which juxtaposes with the dress code of street style, similar to the window display ideas

PR teams manage social media during the event, sharing updates, behind the scenes footage and live streams. Posting images of guests trying on products with specific hashtags which encourages engagement.

PR teams also analyse the impact on social media.

This is mine and Ellys combined product line up, which shows the development process and how we could develop and combine further.

final product lineup and evaluation

-including partner work

evaluation

To evaluate, from researching into fashion predictions as well as Loewe and Dime best seller products I found I started developing ideas by combining elements together such as the iconic wave pocket oon the Dime jeans along with the Loewe logo. Then me and my partner both developed together our bucket hat idea which was inspired by Loewes catwalks, looking into different materials and whats not been done before. Overall my favourite product i developed would be my denim jacket idea consisting of belts with the collab logo on, and also a graffiti logo text at the top to link it to streetwear. One of my favourite parts to research into was window displays and PR events, I looked into how I could combine luxury with street to make events and window displays that draw in attention. I would like to develop the denim jacket idea further by styling it and taking images and then editing it on Photoshop.