STUSSY X LOEWE COLLABORATION

STUSSY XLOEWE

THE CONTENTS

4 -5 COLLAB

6-7 LOGO DEVELOPMENTS

8-9 8BALL

10-11 THE 12-13

14 THE 15 SWOT

16 - 17 THE PROMOTION

18 - 19 FINALISED

FINALISED IDEAS

COLLAB

STUSSY IS AN AMERICAN BASED COMPANY FOUNDED IN THE 1980’S IN LAGUNA BEACH, CALIFORNIA. IT WAS ORIGINALLY A BRAND FOR SURFERS AS STUSSY OWNER SHAUN STUSSY CREATED GRAFFITI SURFBOARDS BEFORE MOVING ONTO CLOTHES - IT ALL STARTED WITH SHAUN’S LOVE OF SURFING.

WITHIN THIS, SURFING CREATES A SENSE OF COMMUNITY BRINGING PEOPLE TOGETHER, HELPING ONE ANOTHER CAPTURING GENUINE FRIENDSHIPS.

WITHIN THIS, STUSSY HAVE HAD A SIMILAR COMMUNITY BASE SINCE BEING FOUNDED AND WOULD LIKE TO EXPAND TO A HIGHER, MORE LUXURY CONSUMER BASE THROUGH A COLLAB WITH LOEWE. WHERE BOTH BRANDS HAVE SIMILAR QUALITIES, IN DIFFERENT MARKET LEVELS.

BOTH BRANDS CONTAIN THE QUALITIES OF SHARING A STRONG COMMUNITY, WHERE BOTH BRANDS HAVE LOYAL CONSUMERS, WHILE ALSO SHARING LOCATION SIMILARITIES.

LAGUNA BEACH, CALIFORNIA

LOEWE WAS FOUNDED IN 1846 IN MADRID, SPAIN BY A GROUP OF SPANISH LEATHER CRAFTSMEN. LOEWE STARTED WITH LEATHER GOODS AND HAS MAINTAINED THEIR PRODUCTS FOR OVER 100 YEARS. WITH LOEWE BEING BASED IN SPAIN, IT INITIALLY DRAWS THE THOUGHT OF HOT WEATHER, BEACHES AND WATER ACTIVITIES - SENSING A CREATION OF SPANISH COMMUNITY.

LOEWE HAVE ALSO HAD A SIMILAR CONSUMER BASE THROUGHOUT BEING FOUNDED, AND WOULD LIKE TO EXPAND THEIR CONSUMER BASE WITH CUSTOMERS WHO ARE THOUGHT TO BE A YOUNGER GENERATION THEN LOEWE CONSUMERS. WHERE ITEMS FROM BOTH BRANDS CAN STILL BE UTILISED IN THIS COLLAB FOR EACH CONSUMERS EVERYDAY LIFE.

FROM LOEWE’S PRICE RANGE, IT IS NOT A SECRET THAT LOEWE CONSUMERS HAVE DISPOSABLE INCOME AND ARE ABLE TO SPEND MONEY ON POSSIBLY NEW HOBBIES. WHICH COULD BE INTERPRETED AS AN ADVANTAGE FOR THE STUSSY X LOEWE COLLABORATION, WHERE NEW CONSUMERS CAN SPEND MONEY ON LEARNING TO SURF ON THE SPANISH COAST.

MALLORA, SPAIN

DEVELOPMENTS

I CREATED THIS LOGO WITH INSPIRATIONS FROM STUSSY’S SIGNATURE 8 BALL AND LOEWES SIGNATURE LOGO. AS STUSSY DONT ACTUALLY HAVE A LOGO OTHER THAT THE ‘STUSSY’ WRITING ON THE BACK OF A T-SHIRT, I HAD TO TRY AND COME UP WITH SOMETHING RELATED TO STUSSY AND SOMETHING CONSUMERS MAY RECOGNISE WHEN THEY SEE THIS COLLABORATIVE LOGO.

CONSUMERS ARE MOST LIKELY ABLE TO RECOGNISE LOEWES LOGO FROM THIS COLLABORATIVE LOGO, MAKING IT EASY TO READ FROM A CONSUMER’S POINT OF VIEW.

ALTHOUGH I LIKE THIS DESIGN IT IS VERY PLAIN AND DOESN’T REALLT INITITATE ANTHING ABOUT THE COLLAB. ASWELL IF A NEW CONSUMER WAS TO COME ACROSS THIS LOGO AND DIDNT KNOW EITHER BRANDS, IT WILL BE DIFFICULT FOR THEM TO WORK OUT AND UNDERSTAND.

I USED THE PREVIOUS LOGO IN THIS DESIGN AS I THINK THE ORIGINAL LOGO HAS ALOT OF POTENTIAL AS IT REPRESENTS BOTH BRANDS FOR WHAT THEY’RE KNOWN FOR VERY WELL, AND IS EASY TO UNDERSTAND FROM A CONSUMER WHO KNOWS BOTH BRANDS AND ALSO KNOWS ABOUT THE COLLABORATION.

IN THIS LOGO DEVELOPMENT I HAVE INCLUDED THE BRAND NAMES, MAKING IT EASIER FOR CONSUMER TO READ AND RECOGNISE IF THE STUSSY AND LOEWE INDIVIDUAL LOGO WERN’T REGOCNISED. I THINK IT IS A GOOD IDEA TO ADD THE BRAND NAMES TO A LOGO FOR THIS REASON, ALTHOUGH I DON’T REALLY LIKE HOW THESE FONTS LOOK ON MY LOGO. I FEEL THE LOEWE GOES REALLY WELL WITH THE LOGO, BUT I DONT LIKE THE WAY THE FONT STUSSY LOOKS, AS IT LOOKS OUT OF PLACE AND DOESN’T SEEM LIKE A LUXURY BRAND COLLABORATION.

DEVELOPMENTS

AGAIN, I HAVE INCLUDED THE ORIGINAL LOGO AS THIS IS SOMETHING I REALY LIKE AND REPRESENTS BOTH BRANDS WELL. THIS DEVELOPMENT INCLUDES A PALM TREE SOMETHING THAT IS SEEN IN BOTH CALIFORNIA AND SPAIN, RELATING TO BOTH BRAND ORIGINS AND BRAND AESTETICS. I LIKE THIS LOGO AS YOU CAN TELL WHAT THE COLLABORATION IS GOING TO INVOLVE JUST FROM SEEING THE PALM TREE AS I THINK A PALM TREE REPRESENTS SUMMER, HEAT AND THE BEACH, WHICH IS WHAT THE COLLABORATION INVOLVES.

ALTHOUGH I DO LIKE THIS LOGO DEVELOPMENT, BUT AS A LOGO IT IS TOO BIG TO BE PUT OR USED ANYWHERE. ALSO, AS CRITICISED IN MY PERVIOUS LOGO, IF A CONSMER WHO ISNT AWARE

OF THE STUSSY AND LOEWE LOGO THEY WON’T UNDERSTAND THIS COLLABORATIVE LOGO WITH IT STATING THE BRAND WHICH IS SOMETHING I NEED TO CONSIDER.

THIS IS MY FINAL LOGO DEVELPMENT IDEA FOR THE BRAND COLLABORATION. I HAVE USED MY ORIGINAL LOGO IDEA AS MENTIONED PREVIOUSLY IT OUTSTANDS BOTH BRANDS IN THE COLLABORATION. I HAVE INTERPRETED THE WAVE AS IT REPRESENTS MY BRAND COLLABORATION IDEAS WHICH WILL BE SHOWN SHORTLY. THE WAVE ALSO COLLABORATES WELL WITH THE SHAPE OF THE ORIGINAL LOGO AS IT LOOKS LIKE THE WAVE IS PUSHING THE 8 BALL. I HAVE ALSO USED MY SELF CRITICISM ADVICE AND ADDED A FONT WHICH REPRESENTS BOTH BRANDS AND ALSO HAS A MORE LUXURY FEEL. THE FONT IS EASY TO UNDERSTAND AND STANDS OUT WELL ON THE LOGO DESIGN. IF I WAS CHANGE ONE THING IT WOULD BE THE FONT TO WRAP ROUND THE BALL TO CREATE A SEAMLESS LOOK

FOR MY FIRST INITIAL IDEA, I HAVE CREATED A STUSSY X LOEWE CROSS BODY BAG.

AFTER ALOT OF RESEARCH INTO SUITABLE LEATHER I HAVE DECIDED TO CREATE THE BAG USING FULL GRAIN LEATHER AS THIS TYPE OF LEATHER HAS THE STRENGTH AND ABILITY TO AGE GRACEFULLY OVER TIME. IT’S ALSO MOISTURE AND STAIN RESISTANT MAKING IT EASY TO CLEAN AND MAINTAIN. THIS IS A MUST AS OUR TARGET MARKET IS SURFERS AND BEACH GOERS AND HAVING A BAG THAT IS WATER RESISTANT AND EASY TO CLEAN IS HIGHLY SIGNIFICANT.

LOEWE IS KNOWN FOR THEIR HIGH-LEVEL LEATHER GOODS WHICH IS WHY LEATHER IS SIGNIFICANLY IMPORTANT IN THE MATERIAL USED, AS THIS REPRESNTS LOEWE IN THE COLLABORATION. THE DESIGN FOR THE BAG IS ALSO EXTREMELY SIGNIFICANT AS IS REPRESENT STUSSY IN THE COLLABORATION AS STUSSY IS ACCOUNTABLE FOR THE SIGNATURE 8 BALL DESIGN. BOTH BRANDS LIKE TO ENGAGE A SIMPLISTIC YET QUIRKY IN THEIR DESIGNS AND I THINK THIS BAG ACHIEVES THAT, AS THE DESIGN AND FIT OF THE BAG IS FAIRLY SIMPLE YET THE 8 BALL FITS IN WITH THE QUIRKY ASPECT.

THE TARGET CONSUMER IS SOMEONE LOOKING FOR A QUIRKY BEACH BAG TO TAKE WHILE SURFING, OR OUT WITH FRIENDS, POSSIBLY BETWEEN THE AGES 21-30. ALTHOUGH THIS BAG IS MAINLY FOR THE STUSSY CONSUMER, LOEWE MALE CONSUMERS WOULD POSSIBLE BE INTERESTED.

THE STORY BEHIND THE BAG IS TO BRING A SENSE OF COMMUNITY TOGETHER WHILE OUT TOGETHER SURFING OR JUST A CHILLED FUN DAY AT THE BEACH. HENCE THE DURABILITY OF THE BAG.

IF I WAS TO CHANGE ANYTHING ABOUT MY DESIGN ID POSSIBLY MAKE A HANDBAG FOR THOSE LOEWE CUSTOMERS WHO ARE WANTING TO SWITCH THEIR BORING EVERYDAY BAG TO SOMETHING ABIT MORE FUN AND QUIRKIER. ID ALSO USE MY LOGO ORIGINAL DESIGN INSTEAD OF THE 8 BALL FOR REALLY INTRIGUE THOSE LOEWE CUSTOMERS, AS LOEWE CUSTOMERS MAY NOT BE AS ATTRACTED TO WEAR THE STUSSY DESIGN.

BAG

TO BE SOLD WITH THE STUSSY X LOEWE 8 BALL BAG, I HAVE DESIGNED A COLLABORATION DUSTBAG. I HAVE USED THE ORIGINAL LOGO FOR THIS AS I THINK THE COLLABORATION LOGO WOULD LOOK OUT OF PLACE ON THE DUSTBAG AND WOULD RUIN THE SIMPLISTIC DESIGN.

I LIKE HOW THIS LOOKS AS IT SHOWS THE COLLAB BEFORE OPENING THE ACTUAL COLLABORATIVE ITEM. IT ALSO REFECTS THE SIMPLISTIC CONCEPT OF THE COLLABORATION ITSELF, AND RELECTS THE ITEMS CREATED IN THE COLLAB.

THE IDEA OF ADDING A DUSTBAG TO THE BAG CREATES A PROTECTIVE COVER, WITH THE BAG BEING FULL GRAIN LEATHER IT IS LIKELY TO AGE OVER TIME, ALSO REQUIRING MORE CARE AND MAINTENANCE, SO BY ADDING A DUSTBAG THE BAG IS MORE LIKELY TO BE PROTECTED AND TO AGE MORE GRACEFULLY.

ASWELL, WITH CUSTOMERS SPLASHING OUT SO MUCH MONEY ON THIS BAG, WE WOULD LIKE THE CUSTOMERS TO FEEL LIKE THEY GAIN SOMETHING OUT OF IT, WHILE ALSO HELPING THEM KEEP GOOD MAINTANANCE OF THE BAG.

AS WELL AS THE DUSTBAG COMING WITH THE 8BALL BAG, IT WILL ALSO COME WITH OUR READY-TO-WEAR COLLECTION AND ALSO OTHER ACCESSORICES, SO ALLOW THE CUSTOMER TO KEEP GREAT CARE OF ALL THEIR STUSSY X LOEWE PRODUCTS.

IF I WAS TO CHANGE ANYTHING ABOUT THIS DUSTBAG, I WOULD PROBABLY ADD A SLIGHTLY QUIRKIER DESIGN, AS I FEEL OUR COLLECTION IS ON THE MORE EYE CATCHING, OUT-THERE DESIGNS. WHEREAS THIS DUSTBAG IS QUITE PLAIN, AND DOESNT REALLY REFLECT THE COLLABORATION FOR WHAT IT IS. ALTHOUGH, WE WOULDN’T WANT THE DUSTBAG TO OUTSHINE THE COLLABORATION.

THE BUCKETS

I HAVE CREATED THIS BUCKETHAT AS I FEEL IT LINKS IN WELL TO MAY COLLECTION AS A HAT IS SOMETHING THAT CAN BE WORN AT THE BEACH, AND LINKS IN WITH THE SURF CULTURE.

I HAVE CHOSEN A BUCKET HAT AS I FEEL IT REFLECTS BOTH BRANDS AS A BUCKET HAT CAN BE WORN IN A CASUAL WAY ASWELL AS BEING WORN IN A LUXURY WAY, AS WE HAVE SEEN THIS WITH OTHER BRANDS INCLUDING JACQUMUS.

THIS DESIGN I CAN SAY DEFINATELY REFLECTS STUSSY AS IT INCLUDES GRAFFITI DESIGN WHICH WAS PART OF STUSSY’S ORIGINS WHEN THE BRAND FIRST STARTED. ALTHOUGH, GRAFFITI IS SOMETHING I THINK LOEWE CAN DEFINATELY ADAPT TO AS THEY ARE NOT SHY OF USING WACKY PATTERNS AND DESIGNS. ASWELL, WITH THE GRAFFITI BEING BLACK AND WHITE, IT REPRESENTS THAT LUXURY FEEL ON LOEWE’S BEHALF, AS IT DOESNT GIVE OFF A TACKY AFFECT AND FEELS EXPENSIVE.

I HAVE ALSO ADDED THE BRAND COLLABORATION LOGO, SO CONSUMERS ARE ABLE TO ACKNOWLEDGE WHAT BRAND COLLABORATION THE HAT IS BY, ALSO CREATING A MORE LUXURY LOOK TO THE HAT.

THE STORY BEHIND THE HAT IS TO SHOW THE ORIGINS OF STUSSY BY USING THE GRAFFITI AND TRYING TO PERSUE THAT INTO A LUXURY MARKET. THE GRAFFITI SHOWS A SENSE OF REBELLION, WHICH REFLECTS THE COLLABORATION BETWEEN STUSSY AND LOEWE AS THEY HAVE COMPLETELY DIFFERENT MARKET LEVELS AND CONSUMERS.

THE TARGET CONSUMER IS SOMEONE LOOKING FOR A COOL, FUN HAT TO WEAR WHILE AT THE BEACH, TO WEAR WHILE SURFING TO KEEP THE SUN OUT OF THEIR FACE, OR JUST TO WEAR AS A QUIRKY ACCESSORY IN EVERYDAY LIFE. THE AGE POSSIBLY RANGING BETWEEN 17-28.

IF I WAS TO CHANGE ANYTHING ABOUT MY HAT DESIGN, I WOULD ADD A DRAWSTRING UNDER THE CHIN TO BETTER THE DESIGN AND ALSO MAKE THE HAT FROM FULL GRAIN LEATHER IF THE CONSUMER WOULD BE WEARING THE HAT WHILE SURFING, TO PREVENT IT FROM FALLING OFF AND POSSIBLY LOSING IT IN THE SEA OR GETTING RUINED BY THE WATER.

BUCKETS

I HAVE CREATED THIS BUCKETHAT AS AGAIN I THINK IT LINKS WELL TO THE STUSSY X LOEWE COLLABORATION, AS A HAT LINKS WITH THE CONCEPT OF OUR COLLECTION AND LINKS TO THE BEACH AND SURF CULTURE.

AS MENTIONED BEFORE THE BUCKETHAT I FEEL REFLECTS BOTH BRANDS WELL AS IT CAN BE WORN IN A CASUAL, EVERYDAY HAT AND CAN ALSO BE WORN IN A LUXURY WAY.

AS MY PREVIOUS DESIGN REFLECTED STUSSY, I HAVE DESIGNED THIS HAT IN A WAY TO REFLECT LOEWE. I HAVE USED THE WHITE FULL GRAIN LEATHER I USED IN THE 8BALL BAG FOR THIS BUCKETHAT, AS LOEWE IS KNOWN FOR THEIR LEATHER CRAFTSMEN. MEANING THE LEATHER REFLECTS MORE ON LOEWES BEHALF, AND CAN BE SEEN AS MORE LUXURY COMPARED TO THE GRAFFITI HAT.

ALTHOUGH, AS THE LOGO USED ON THE DESIGN IS RELATED TO THE 8BALL DESIGN BY STUSSY, IT ALSO REPRESENTS STUSSY IN THE COLLABORATIVE DESIGN, ENGAGING STUSSY CUSTOMERS ASWELL AS LOEWE CUSTOMERS.

THE STORY BEHIND THE HAT IS THE USE OF A BEACH HAT, AS THE HAT IS MADE FROM FULL GRAIN LEATHER, THIS MAKES THE HAT RESISTANT TO MOISURE AND WATER, AND ALSO EASY TO CLEAN MAKING IT THE PERFECT HAT FOR CONSUMERS WANTING TO WEAR IT TO SURF IN. CREATING A SURFING COMMUNITY WITHIN LOEWE AND STUSSY CUSTOMERS.

THE TARGET CONSUMER WOULD BE SOMEONE LOOKING FOR A WATER-PROOF, EASY TO CLEAN HAT THAT THEY CAN WEAR AT THE BEACH, OUT IN SEA ON THE SURFBOARD OR EVEN TO WEAR AS A QUIRKY HAT IN EVERYDAY LIFE. THE TARGET AGE RANGE FOR CONSUMERS RANGING BETWEEN 17-28.

IF I WAS TO CHANGE ANYTHING ABOUT THE DESIGN OF MY HAT, LIKE MY PREVIOUS HAT DESIGN IT WOULD BE TO ADD A DRAWSTRING UNDER THE CHIN TO BETTER THE FIT AND DESIGN IF THE CONSUMER WOULD BE WEARING THE HAT WHILE SURFING, PREVENTING IT FROM FALLING OFF IN THE SEA.

SWIM

FROM DOING RESEARCH FOR BOTH BRANDS, I HAVE GATHERED THERE IS A GAP IN THE MARKET FOR SWIMWEAR FOR BOTH STUSSY AND LOEWE. SO, I HAVE CREATED A BIKINI THAT HAS BOTH A CASUAL AND LUXURY VIBE TO IT.

I HAVE USED THE GRAFFITI DESIGN TO REPRESENT STUSSY, AS MENTIONED BEFORE GRAFFITI COMES FROM STUSSY’S ORIGINS, MAKING IT EXTREMEMLY RELEVANT TO USE AND LINKS TO THE BRAND. I FEEL LIKE BECAUSE LOEWE USE QUIRKY PATTERNS IN THEIR DESIGNS, THE GRAFFITI TIES IN REALLY WELL WITH THE COLLABORATIVE DESIGN, AS LOEWE ARNE’T AFRAID TO USE DIFFERENT PATTERNS.

ALSO, TO TIE LOEWE IN WITH THE LUXURY SIDE OF THIS DESIGN, I HAVE ADDED ROPE AS THE STRAPS ON THE BIKINI, AS I FEEL THIS IS SOMETHING LOEWE WOULD DO AS ONE OF THEIR OWN DESIGNS. I FEEL THE ROPE LOOKS QUITE LUXURY, JUST BY LOOKING AT THE COLOURS TOGETHER, IT TIES IN REALLY WELL AND AGAIN, THIS IS SOMETHING A LUXURY COMPANY WOULD DO.

THE STORY BEHIND THIS DESIGN IS THE SENSE OF REBELLION, AS ROPE IS REBELLIOUS TO WHAT THE ‘NORMAL’ BIKINI MATERIAL SHOULD BE IS ADDS TO THE QUIRKINESS OF THE DESIGN AND CREATES AN ORA OF A CONSUMER WANTING TO BE DIFFERENT, WANTING TO EXPERIMENT WITH SOMETHING DIFFERENT. JUST HOW SHAUN STUSSY WANTED TO BE DIFFERENT WITH THE CREATION OF HIS SURFBOARD DESIGNS AND HOW HE WANTED TO EXPERIMENT WITH GRAFFITI. STUSSY WANT TO SHOW THE LOEWE CUSTOMERS THAT IT’S OKAY TO GO AGAINST THE RULES, EVEN WITH FASHION AND ADDING THINGS THAT WOULDN’T NORMALLY BE PUT ONTO A CLOTHING ITEM.

THE TARGET CONSUMER WOULD BE SOMEONE THAT LOVES THE LOOK OF STREETWEAR AND THE STYLE OF LUXURY CLOTHES, AND TO WEAR THIS FOR THE BEACH, WHETHER THAT FOR SUNBATHING, SURFING OR JUST WEARING IT IN EVERYDAY LIFE TO RUN ERRANDS BY THE BEACH. THE AVAERAGE CONSUMER AGE WOULD RANGE FROM 18 - 50, DEPENDING ON INDIVIDUAL STYLES AND TASTES.

IF I WAS TO CHANGE ANYTHING ABOUT THE DESIGN OF THE BIKINI, I WOULD TRY AND MAKE IT SLIGHTLY MORE OBVIOUS OF WHAT BRAND THE BIKINI IS. WHETHER THATS ADDING A LOGO ONTO THE BIKINI TO SHOW PEOPLE OR HAVE SOME TYPE OF SMALL FONT ON THE SIDE OF THE BIKINI STATING THE COLLABORATION BETWEEN THE BRANDS. ALTHOUGH, I LIKE HOW MYSTERIOUS THE COLLABORATION LOOKS, AS ALL MY OTHER DESIGNS HAVE THE LOGO STATED ON THEM.

SWIM

AGAIN, FROM DOING RESEARCH FOR BOTH BRANDS I FOUND OUT LOEWE HAVE NO RECOLECTION OF MENS SWIMWEAR ON THEIR CURRENT WEBSITE. WHICH IS A GAP IN THE MARKET FOR LOEWE. ALTHOUGH STUSSY DO CREATE SWIMWEAR FOR MEN THEY ARE VERY PLAIN AND BORING. SO, I HAVE CREATED A QUIRKY, FUN CASUAL AND LUXURY SWIM SHORT FOR MEN.

I HAVE TOOK INSPIRATION FROM THE WOMENS DESIGN, BY USING THE SAME GRAFFITI STYLED PATTERN WHICH RELATES BACK TO SHAUN STUSSY’ ORIGINAL IDEA, AS PREVIOUSLY MENTIONED. THE PATTEREND SHORTS ARE A GREAT COLLABORATIVE DESIGN FOR BOTH STUSSY AND LOEWE AS IT TIES IN WITH BOTH BRANDS AND CAN BE SEEN AS A CASUAL PATTERN OR A LUXURY PATTERN, DEPENDING ON HOW IT WILL BE STYLED. THE BELT WILL BE REMOVEABLE, WHICH WOULD DEFINATELY CREATE A MORE CASUAL LOOK FOR THOSE STUSSY CONSUMERS.

ASWELL, I FOUND A WAY TO INTERPRET THE ROPE INTO THE SWIM SHORTS, BY CREATING THE USE OF A BELT, INSTEAD OF YOUR ORIGINAL PLAIN COTTON DRAWSTRING. THE ROPE CREATES A LUXURY FEEL, REALLY TIEING IN LOEWE TO THE DESIGNS, AS THIS IS SOMETHING LOEWE WOULD DEFINATELY CONSIDER IN ONE OF THEIR OWN PIECES.

THE STORY BEHIND THIS DESIGN IS THE SAME AS THE BIKINI DESIGN, AS THE DESIGN HOLDS A SENSE OF REBELLION, AS MENTIONED PREVIOUSLY, THE DESIGN OF USING THE ROPE IS REBELLIOUS COMPARED TO YOUR AVERAGE BIKINI. ASWELL AS THE GRAFFITI BEING USED AS AN EXPERIMENT FOR SHAUN STUSSY’ GRAFFITI SURFBOARDS AND WANTING TO BE CREATIVE.

THE TARGET CONSUMER WOULD BE THE SAME AS THE BIKINI CONSUMER, BEING SOMEONE WHO LOVES THE LOOK ON STREETWEAR AND THE STYLE OF LUXURY CLOTHES, WEARING THEM TO THE BEACH, FOR SUNBATHING, TO SURF OR JUST AS AN EVERYDAY FASHION PIECE. THE AVERAGE CONSUMBER AGE BEING BETWEEN 18-50, AGAIN DEPENDING ON THE CONSUMERS INDIVIDUAL STYLES AND TASTE.

AGAIN, AS CRITICISED BEFORE IF I WAS TO CHANGE ANYTHING ABOUT MY DESIGN IT WOULD TO MAKE THE COLLAB BRANDING MORE OBVIOUS, BY ADDING A COLLAB LOGO OR A FONT STATING THE COLLABORATION. BUT I DO LIKE HOW SECRITIVE THE DESIGN LOOKS, AND ENCOURAGES PEOPLE TO ASK WHERE THE ITEM IS FROM, OR FOR PEOPLE TO WONDER.

THE BOARD

BECAUSE OUR STUSSY X LOEWE COLLECTION IS BASED ON THE BEACH AND ABOUT THE SURF CULTURE, WHY NOT DESIGN A SURFBOARD TO WEAR WITH THE MATCHING HAT, OR EVEN MIX AND MATCH WITH THE MATCHING SWIMSUITS.

IVE CREATED A SURFBOARD DESIGN THAT REPRESENTS STUSSY’ ORIGINAL ORIGINS, INVOLVONG THE GRAFFITI DESIGN. ASWELL AS INTERPRETING HOW LOEWE WOULD LIKE THEIR LUXURY SURFBOARD TO LOOK. INVOLVING THE COLLABS SIGNATURE LOGO, WHILE ALSO KEEPING THE DESIGN LUXURY, AS I FEEL LOEWE WOULD LOVE TO INCORPORATE GRAFFIF STYLED DESIGNS IN THEIR WORK.

THE STORY BEHIND THE GRAFFITI SURFBOARD IS TO BRING A SENSE OF COMMUNITY TOGETHER, AS THE SURFING CULTURE ALREADY POSSESES THEIR OWN COMMUNITY, WHY NOT CREATE ONE THAT INCLUDES MATCHING SURFBOARDS, ALLOWING STUSSY AND LOEWE CONSUMERS TO COME TOGETHER AND CREATE THEIR OWN COMMUNITY.

THE TARGET CONSUMER WOULD BE SOMEONE WHO OBVIOUSLY SURFS OR WANTS TO GET INTO THE HOBBY OF SURFING, OR EVEN SOMEONE WHO COLLECTS SURFBOARDS. THE AVERAGE CONSUMER AGE WOULD POSSIBLY BE BETWEEN 16 - 55, POSSIBLY OLDER IF THEY HAVE GOOD KNOWLEDGE ON SURFING, OR AGAIN IF THE CONSUMER WERE TO COLLECT THEM.

IF I WERE TO CHANGE ANYTHING ABOUT THE DESIGN OF THE SURFBOARD, IT WOULD BE TO ADD THE FONT OF THR COLLABORATION ON THE FRONT TO MAKE THE BRAND MORE OBVIOUS. ALTHOUGH I HAVE ADDED THIS ON THE BACK OF THE SURFBOARD., IT ISNT QUITE AS NOTICABLE AS IT WANT IT TO BE, SO NEXT TIME I’D MAYBE MAKE THE WRITING RED, AS THIS WOULD MAKE IT DEFINATELY STAND OUT MORE.

SWOT ANALYSIS

STRENGTHS WEAKNESSES

BOTH BRAND AWARENESS IS LOWER IN THE UK THAN OTHER COUNTRIES

DESIGNS MORE PROMINENT TO STUSSY MAY NOT SELL WELL TO LOEWE CUSTOMERS

BOTH ENGAGE IN DIFFERENT CONSUMERS

PRICE GAP BETWEEN BOTH BRANDS IS FAIRLY BIG

THE COLLAB WILL CREATE A HUGE ONLINE PRESENCE AS BOTH BRANDS HAVE STRONG SOCIAL PLATFORMS

BOTH BRANDS HAVE THE USE OF A SUBTLE AESTETIC BUT YET ALSO INVOLVE QUIRKY DESIGNS

BOTH BRANDS ARE KNOWN FOR HAVING STATEMENT PIECES

OPPORTUNITIES

STUSSY HAVE A LARGE ‘CULT FOLLOWING’ THIS MAY HELP BRING MORE POPULARITY TO BOTH BRAND NAMES

MAY BRING A COMPLETELY DIFFERENT CONSUMER BASE TO STUSSY X LOEWE COLLABORATION MAY DRIVE LOYAL LOEWE OR STUSSY CONSUMERS AWAY FROM THE BRAND

THREATS

STRONGER COLLABORATION MAY HAPPEN WITH SIMILIAR BRANDS

THE PRICE MAY NOT BE WITHIN A STUSSY CONSUMERS PRICE RANGE, STOPPING THEM FROM BUYING

THE PROMOTION

I WOULD A PROMOTIONAL CAMPAIGN VIDEO OF THE WHOLE COLLECTION MARKETED AT BOTH STUSSY AND LOEWE CUSTOMERS. THIS VIDEO WILL INCLUDE EVERY PIECE FROM THE COLLECTION AND HOW WE WANT THE CONSUMER TO USE THESE ITEMS.

THE CAMPAIGN VIDEO WILL ILLUSTRATE COMMUNITY AND HAVING A GOOD TIME AND LETTING LOOSE WITH YOUR FRIENDS AND FAMILY. ALSO HIGHLIGHTING THE IMPORTANCE OF THE LITTLE THINGS IN LIFE.

THE VIDEO WILL BE SET ON THE BEACH, AS THE COLLECTION IS DIRECTED TO THE SURF AND BEACH CULTURE, CREATING PIECES TO BE WORN OR USED BY THE COAST. DESIGNED FOR BOTH CONSUMERS AS STUSSY IS BASED IN CALIFORNIA AND LOEWE IS BASED IN SPAIN.

ALTHOUGH STUSSY AND LOEWE HAVE DIFFERENT CONSUMER BASES, THE CAMPAIGN VIDEO WILL CATER FOR BOTH. IN THE VIDEO, CLIPS WILL BE MERGED TOGETHER TO REPRESENT THE BRAND COLLABORATION, THIS WILL INCLUDE CLIPS OF “LUXURY” VIDEOS SUCH AS SUNBATHING ON A WHITE SANDY SPANISH BEACH, COCKTAIL IN HAND. IN THE LUXURY VIDEO CLIPS, I WILL ALSO INCLUDE PALM TREES SWAYING ON THE SPANISH COAST, WHICH ALWAYS HAS A LUXURY FEEL TO IT, ASWELL IT’LL SHOW CLIPS OF THE BEAUTIFUL SPANISH SEA WHERE CONSUMERS WILL BE WEARING THEIR LOEWE X STUSSY SWIMSUITS AND HATS WHILE TESTING OUT THEIR NEW SURFBORAD.

THE STUSSY AIMED CLIPS WILL ALSO INCLUDE THE BEACH BUT FROM A DIFFERENT PERSPECTIVE, THE BEACH WILL BE IN THE UK ON A CLOUDY DAY BUT WILL INVOLVE FRIENDS RUNNING IN THE SEA TOGETHER TO REALLYT ELABORATE ON THE COLLECTION PUSHING A COMMUNITY. THE FRIENDS WILL BE FILMED LAUGHING AND JOKING TOGETHER WHILE WEARING THE COLLABORATION DESIGNS AND ALSO WITH THE SURFBOARD.

PROMOTION

THE CAMPAIGN VIDEO WILL BE POSTED ON BOTH BRANDS SOCIAL MEDIAS, MAINLY FOCUSING ON MARKETING THE COLLABORATION ON INSTAGRAM, AS BOTH BRANDS COMBINDED HAVE A TOTAL OF JUST UNDER 12 MILLION FOLLOWERS. THIS WOULD DEFINATELY REACH MORE PEOPLE THAN MARKETING ON EACH OF THE BRANDS WEBSITES AS CONSUMERS ARE MORE ACTIVE ON SOCIAL MEDIA.

ALSO, ID MARKET THE CAMPAIGN ON BILLBOARDS IN THE UK MAIN CITIES AND COASTS, ASWELL AS, THE MAIN CITIES AND COASTS IN SPAIN. AS THIS COULD POTENTIALLY ENGAGE A NEW CONSUMER BASE AS THIS WILL BE MARKETED TO CONSUMERS OF ALL AGES ANS ETHNICITIES.

ASWELL, IT WOULD BE DISPLAYED ON EACH BRAND WEBSITE WITH THE CAMPAIGN VIDEO IN THE BACKGROUND EXPLAINING WHAT THE COLLABORATION IS

AND WHO IT’S WITH. THE WOULD ENGAGE THE LOYAL CUSTOMERS OF EACH BRAND, AS THIS WOULD BE SOMETHING NEW TO THE WEBSITE.

IMAGES FROM THE WEBSITE WOULD HAVE ALSO BEEN TAKEN IN THE PROCESS OF THE CAMPAIGN PROMOTIONAL VIDEO, AS THIS IS SOMETHING WE REALLY WANT TO TIE IN WITH THE DESIGNS. THE SETTING OF THE CAMPAIGN VIDEO IS EXTREMEMLY RELEVANT TO THE WHOLE COLLABORATION, AND WE WANT TO SHOW THIS TO THE CUSTOMERS WHAT THE DESIGNS THEY’RE WEARING MEANS.

STUSSY X LOEWE

STUSSY X LOEWE

FROM COMPARING INITIAL DESIGN WITH MY COLLABORATION PARTNER, WE HAVE DECIDED TO CONTINUE WITH THIS 8BALL BAG. ALTHOUGH BECAUSE THE BAG NEVER STATED THE COLLABORATION, WE DECIDED TO ADD THE COLLABORATION LOGO ONTO THE BAG. THE BAG IS A MIX OF MY INITIAL DESIGN AND ALSO MY PARTNERS, AS MY DESIGN WAS INITIALLY A CROSS BODY BAG AND MY PARTNERS WAS A HANDBAG. SO, WE COME TOGETHER AND MADE THE BAG ADJUSTABLE TO FIT BOTH CROSSBODY AND ALSO HANGBAG, SO REACH BOTH STUSSY AND LOEWE CONSUMERS. WE HAVE DECIDED TO PRICE THIS BAG AT £999, ALTHOUGH THIS IS LOW FOR A LOEWE BAG, WE HAVE TOOK STUSSY CONSUMERS INTO CONSIDERATION AS A STUSSY PRICE POINT IS NO HIGHER THEN £300. THE BAG HAS ALL THE SAME QUALITIES AS LISTED IN MY INITIAL 8BALL BAG DESIGN, SUCH AS BEING WATERPROOF AND EASY TO CLEAN. ALL THAT HAS BEEN DEVELOPED IS AN ADJUSTABLE STRAP TO FLICK BETWEEN A CROSSBODY AND A HANDBAG.

AFTER COMPARING HAT DESIGNS WITH MY PARTNER AND SEEING WHAT DESIGNS SHE COME UP WITH, WE DECIDED TO USE ONE OF OUR HAT DESIGNS EACH. AS MINE IS A MORE CASUAL DESIGN AND MORE RELATED TO THE STUSSY CONSUMER, WE THOUGHT TO ADD A MORE LUXURY DESIGN HAT, THIS IS WE HAVE USED A STRAW HAT TO ENAGE MORE WITH THE LOEWE CONSUMER.

THE PRICE FOR THE BUCKET HAT IS £205, AS THIS AGAIN IS STILL AFFORDABLE FOR THE STUSSY CONSUMER, WHILE ALSO GIVING A HIGH LUXURY PRICE TAG.

THE STRAW HAT IS PRICED AT £350, AS THIS IS MARKETING TOWARDS THE LOEWE CONSUMER, IT IS ABIT PRICER THAN THE BUCKET HAT, BUT THIS IS ALSO BECAUSE OF THE HAT ITSELF. THERE IS ORANE DETAILS ON THE HAT TO ADD ABIT OF COLOUR INTO THE COLLECTION, AS MY PARTNER AND I FEEL THIS TIES IN WITH LOEWE VERY WELL, AND ALSO BECAUSE THE COLLECTION RESEMBLES ALOT OF BLACK AND WHITE.

FINALISED IDEAS

FROM COMPARING MINE AND MY PARTNERS INITIAL SWIMMING COSTUME DESIGNS, WE BOTH DESIGNED OUR COSTUMES WITH GRAFFIT PRINT. ALTHOUGH I ADDED ROPE AND MY PARTNER ADDED ORANGE ELASTIC, AS WE BOTH LIKED THE GRAFFITI DESIGN AND THOUGHT IT RELATED WELL TO BOTH BRANDS, WE DECIDED TO STICK WITH THAT. WHAT WE CHANGED IS WE COMBINDED OUR INI

TIAL IDEAS TOGETHER AND CREATED AN ORANGE ROPE TIE INSTEAD. THIS HAS BEEN INCLUDED IN THE BIKINI, THE SWIM SHORTS AND THE SWIMMING COSTUME. WE

THOUGHT IT TIED IN REALLY WELL WITH THE REST OF OUR COLLECTION, AS WE HAVE PREVIOUSLY CREATED GRAFFITI DESIGNS AND ALSO USED AN ORANGE ACCENT IN THE STRAW HAT.

FOR PRICING THE BIKINI SET WILL BE SOLD AT £275 WITH THE BIKINI BOTTOMS BEING SOLD FOR £125 AND THE BIKINI TOP £150. THIS IS REASONABLY PRICED FOR BOTH BRANDS AS STUSSY SWIMSUITS PRICE FROM £100 AND LOEWE CURRENTLY HAVE NO SWIMSUITS ON THEIR WEBSITE. THE SWIM SHORTS WILL BE PRICED AT £220 WHICH ALSO ISN’T TOO BADLY PRICED AS STUSSY’S BASIC SWIM SHORTS START AT £70, AND LOEWE AGAIN HAVE NO SWIMWEAR ON THEIR WEBSITE. THE SWIMMING COSTUME IS PRICED AT £250, AS THIS IS MAINING MARKETED AT LOEWE CONSUMERS AS WE HAVE INCLUDED THE BOW, GIVING IT MORE OF A CUTE, LUXURY VIBE, WHILE ALSO TARGETING STUSSY CONSUMERS WITH THE GRAFFITI DESIGN.

ME AND MY COLLABORATION PARTNER HAVE DESIGN VERY SIMILAR SURFBOARDS, MY PARTNER JUST HAD HER LOGO ON IT INSTEAD OF MY INITAL LOGO. ALTHOUGH I LIKE MY LOGO, I HAVE DECIDED TO CARRY FORWARD MY PARTNERS INITIAL DESIGN AS HER LOGO CLEARLY STATES THE COLLABORATION BETWEEN LOEWE AND STUSSY, WHICH I THINK IS VERY SMART, AND LOOKS MORE LIKE A COLLABORATOION LOGO.

BECAUSE A SURFBOARD IS SO ICONIC TO THE COLLABORATION, ME AND MY PARTNER DECIDED TO LAUNCH THIS PRODUCT AS LIMITED EDITION. ONLY 888 STUSSY X LOEWE SURFBOARDS WILL BE RELEASED, MAKING IT MORE LIABLE TO SELL. WE CHOSE THE NUMER 888 BECAUSE IT IS AN ICONIC NUMBER TO STUSSY, AND RELEVANT TO THE BRAND. AS SURFBOARDS ARE QUITE EXPENSIVE TO MAKE, WE HAVE DECIDED TO PRICE OUR SURFBOARD AT £3000. BECAUSE OF THIS PRICE, IT COULD BE DIFFICULT FOR BOTH CONSUMERS TO PURCHASE, MAINLY STUSSY CONSUMERS. ALTHOUGH ALOT OF THOSE CONSUMERS WHO SURF MY WANT TO SPLASH IN FOR A STUSSY X LOEWE SURFBOARD.

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