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BRANDBOOK IED FIRENZE _ Lily Franรงois october 2018


TABLE OF CONTENT ABOUT vision & mission & core values COLLECTION style & fabrics & colours TARGET GROUP interests & price range DESIGN logo & packaging & store WEB USAGE website & social media MARKET swot analyse & competitors EXPANDING BRAND why & competitors & online strategy COMMUNICATION STRATEGY campaign & event


ABOUT vision mission core values identity moodboard


IDENTITY

Vision Fashion where sustainability is the guide to growth. Mission Ecosystems and planetary boundaries are our inspiration, we want to be part of the solution rather than add to the problem. Core values To offer long lasting fashion based on our core values: style, simplicity and quality.

https://www.filippa-k.com/eu/filippak-world/our-vision


Filippa K is one of top leading Scandinavian fashion companies, with strong position in longlasting fashion. Filippa K is today represented in 20 markets around the world through 50 brand stores, its own e-commerce business and more than 600 retailers, such as Liberty, Bijenkorf, NK, Stockman and Illum. Filippa K reached a turnover of 70 million Euro and a growth of 12 % in 2013. Filippa K has today 350 passionate employees, 7 local Filippa K offices and head office in Stockholm. Filippa K offers a full range of fashion garments including shoes, bags & accessories, to both women and men.

https://www.filippa-k.com/eu/filippak-world/our-vision


MOODBOARD


COLLECTION general information campaign product range fabrics and colours style and silhouette


COLLECTION

‘‘Designed for ourselves and those around us’’ With a holistic approach to business Filippa K is grounded in the energy of combining classic craftsmanship with modern knowledge. In the design, it can often be seen in the juxtaposition of tailoring and modern sportswear, each piece draped by designers in collaboration with seamstresses and pattern cutters. The offer consists of a womenswear line, a menswear line, shoes and accessories and in addition, the Soft Sport collection. Soft Sport was created with a need for refined activewear in mind. It’s a collection of luxe, functional and feminine garments for low intense training and travelling that completes the Filippa K offer.

https://www.filippa-k.com/eu/filippak-world/about-us


#NotThatComplicated 7 pieces is all you need


CMYK 14,38,50,0 CMYK 21.10.19.0 CMYK 23.75.638 CMYK 84.62.62.35

women FW 18/19 The Filippa K Woman collection is the expression inspiration. Discover classics like an oversized

CMYK 29.19.18.0

of timeless essentials with a touch of modern trench, simple slip dress, tailored suit jacket or minimalist shoes, bags and accessories for a wardrobe of effortless elegance.

CMYK 0000

high-waisted trouser that can be combined with


CMYK 14,38,50,0 CMYK 59.60.65.24 CMYK 35.22.6.0 CMYK 0.0.0.100

men FW 18/19

CMYK 29.19.18.0

The Filippa K Man collection encompasses the contemporary wardrobe, with timeless and functional designs made for modern business and life on the move. Pair classic shoes and

CMYK 0000

accessories with versatile essentials such as a crisp shirt, cashmere sweater, sharp chino or wool coat for effortless sophistication.


soft sport FW 18/19

yoga, training and leisure. Combining fashion with function and a soft approach to sportswear, the

CMYK 14,38,50,0

Filippa K Soft Sport is Scandinavian activewear for

exclusive-yet-simple styles blend seamlessly with from work to workout.

CMYK 21.10.19.0

your everyday wardrobe, simplifying the transition

CMYK 23.75.638 CMYK 84.62.62.35 CMYK 29.19.18.0 CMYK 0000


TARGET age and status interests and appriaction price effort style and taste


TARGET


Filippa K describes their customer as a “32 year old”, educated, aware and independent-minded consumer who is curios about the world around them and passionate about what they do. Filippa K sees their customers as a city based consumers who can afford to choose and seamlessly mixes premium and high street brands with luxury items. (Filippa K, 2017a.) The target customers appreciate quality and authenticity over rushed decisions in products and experiences. They have achieved confidence over time in their own style and taste. They have a calmer approach to fashion than in their youth and they seeks comfort as a way of life without sacrificing style. (Filippa K, 2017a.) Filippa K’s customers are interested in design and fashion. They care about their own health and well-being and they are ready to invest in food, socializing, art and home. Traveling and learning about cultures are important for them and they value those things. (Filippa K, 2017a.)


DESIGN logo packaging store design


LOGO

CMYK 0000

The main logo used in the store design used online used on packaging used on the labels The soft sport logo used online used on packaging used on the labels

CMYK 00050

The black logo used on the labels specially men’s

CMYK 000100

The circle logo used online


The use of the logo within campaigns Logo in white, over the picture Logo in black, in it’s own space underneath the picture


PACKAGING

https://bvd.se/filippa-k/


LABELING

CMYK 0000

CMYK 00050

CMYK 000100

https://bvd.se/filippa-k/


STORE DESIGN

CMYK 14,38,50,0

CMYK 21.10.19.0

CMYK 0.0.0.100

CMYK 84.62.62.35

CMYK 29.19.18.0 CMYK 0000

https://whitearkitekter.com/project/filippa-k/


Filippa K´s approach to sustainability is ‘long lasting simplicity’, which inspires the new store concept by paying great attention to the robust material palette. Italian marble and Scandinavian elm wood harmonise with richly tactile linen fabrics in earthy hues and carefully curated modern design classics by Harry Bertoia. The verdant lushness of different varieties of trees, which includes a five-meter tall fig tree in the Amsterdam store window, injects vitality and life. The result is a store concept balancing heavy and light materials and minimalism and warmth.


WEB USAGE website blog instagram


DIGITAL


The web-use of Filippa K https://www.filippa-k.com/eu/ The general website of the brand: besides the fact that it is a proper online webshop, it also explains the vision and mission of the brand. They offer styling advice and inspire the customer with their campaign images http://www.filippakcircle.com This website is an expand of the main website, which is used as a blog. They tell stories about their sustainability movement, how and where you can buy the Filippa K Book, the state of mind of Filippa K’s creative directors, influencal guest writers, how to minimalise your wardrobe, etc. https://www.filippa-k.com/eu/gallery/ The gallery on the actual website of Filippa K is a page that is connected to their instagram. On this page they use the #FilippaK hashtag to literally follow people who are using Filippa K. They share these images to show the customer how other people were inspired and how they are dressing themselves in Filippa K. https://www.instagram.com/filippa_k/ Filippa K does not use instagram as an online webshop. They mainly show the campaign of the last season, they post product advices (for example how to was as sustainable as possible), make a statement with inspirational images (not only fashion, also architecture / design / art), and sometimes they repost an influencer. https://www.instagram.com/filippak_man/ For the mens version of their instagram, they use the same strategy as the main Filippa K page. https://www.instagram.com/filippak_softsport/ For the Soft Sport collection of Filippa K, they use a different strategy than for the main instagram and mens instagram. They show more details of the actual product and they repost a lot of influencers who are wearing Filippa K sport products. They make smart use of the ‘story’ function, they add the website url of the exact garment into the image in the story: you click on your favorite image and you go directly to the online shop.


https://www.filippa-k.com/eu/


http://www.filippakcircle.com


https://www.filippa-k.com/eu/gallery/


https://www.instagram.com/filippa_k/

https://www.instagram.com/filippak_man/

https://www.instagram.com/filippak_softsport/


https://www.instagram.com/filippak_softsport/ For the Soft Sport collection of Filippa K, they use a different strategy than for the main instagram and mens instagram. They show more details of the actual product and they repost a lot of influencers who are wearing Filippa K sport products. They make smart use of the ‘story’ function, they add the website url of the exact garment into the image in the story: you click on your favorite image and you go directly to the online shop.


MARKET swot analyse competitors


SWOT ANALYSE sustainability

weak online communication

well displayed shops

low brand awareness

strong imagery & message

no use of testimonials

timeless pieces comfortable fabrics STRENGHTS WEAKNESSES OPPORTUNITIES THREATS

variate collection

concurrents offer more than garments only

improve online shop experience

emerging competitors (transparancy)

improve store experience

rising costs of organic materials

raise brand awareness

https://www.theseus.fi/bitstream/handle/10024/142957/Koivisto_Pipsa.pdf?sequence=1&isAllowed=y


COMPETITOR ANALYSE

FILIPPA K €450

ALL SAINTS €502

MAX MARA €1.725

STELLA MCCARTNEY €1.095

SANDRO €895


COMPETITOR ANALYSE

Price

Sustainability


COMPETITORS COLLECTION

Acne studios, All Saints, Sandro and The Kooples are a competition for Filippa K: the style, vibe, mood and products are similar to what Filippa K offers. Tho, Filippa K has an unique point of view regarding sustainability, this is something that makes the brand differentiate from her competitors.

https://www.acnestudios.com/be/en/home

https://www.allsaints.com


The main difference between Filippa K and her competitors is that the others offer a range of underwear. Tho, their underwear does not fit Filippa K’s values nor identity. Therefor the customer will buy their underwear from a completely different brand.

https://us.sandro-paris.com/en/womens/

https://www.thekooples.co.uk


COMPETITORS ONLINE

Filippa K’s brand awareness considering social media is farely low. Filippa K has not reached 200k yet, while her competitors have easily reached over 600k, with Acne as front runner (with over 2.5 million followers) The competitors make more use of testimonials, influencers and tagged posts.


EXPANDING BRAND why lingerie moodboard logo design competitors online strategy steps


How to expand the brand collection, while keeping the vision & mission & core values of the brand alive? The vision of Filippa K is ‘Fashion where sustainability is the guide to growth’, therefor the mission sounds: ‘Ecosystems and planetary boundaries are our inspiration, we want to be part of the solution rather than add to the problem.’ Considering the fact that their vision and mission are not perse conceptual but more practical, their core values are more interesting to keep in mind while thinking about a new strategy. The core values of Filippa K are: style, simplicity and quality. What is closer and more personal than garments that are actual close to you: lingerie. The closer it becomes, the more intimate it is, the more value it gains to the individual. Adding value to a product or brand will eventually make sure that the consumer takes care, loves and does not waste garments. In this way, a piece of fabric becomes something real, something you want to admire, something you want to keep close. Considering the vision and mission of Filippa K, we will continue working with the same fabrics, style, intern and extern production: By using fabrics like recycled polyester, cotton and wool, milk fibre and lyocell. This makes the garments not only comfortable and breathable, but combined with Filippa K’s signature it becomes also feminine, gentle and sophisticated.


Smooth touch Soft colours

FIlippa K underwear

In and outdoor

Comfortable Feminine shapes Breathable


COLLECTION EXPANDING: Lingerie MOODBOARD

Soft Organic Cotton

Zero chemicals

Pale Milk Fiber


CMYK 14,38,50,0

CMYK 23.75.638

All types of women

CMYK 21.10.19.0

Realistic body images

CMYK 84.62.62.35

CMYK 29.19.18.0 CMYK 0000


LOGO FOR THE CAPSULE COLLECTION


COMPETITORS ONLINE

The competitors regarding underwear are much better represented on social media than Filippa K is in general. Tho, The White Briefs is interesting to analyse, due the fact they also ‘just have 12k followers’, and use not only underwear pictures but also inspirational.


https://www.thewhitebriefs.com/pages/info


The combination of inspirational pictures like outdoor, interior design and materials, with images from the actual campaign, the garments and the ‘sales’.

The social media comes across as a inspirational platform for the brand and for the consumers. They sell both men and women clothing, tho their instagram makes more use of male models, in this way they differentiate themselves from the competitors. https://www.instagram.com/thewhitebriefs_official/


ONLINE STRATEGY

STEP 1

STEP 2

Create a mood for the social media page: decide the face /mood of the collection: the real women and inspirational pictures that are in line with their taste

creating a visual attractive campaign for online website creating ecommerce images with different body types


STEP 3

STEP 4

devoding a complete new instagram profile to the new collection of lingerie, using both campaign images as sponsored influencers

link instagram page & instagram stories directly to online shop using the newest feature


STEP 1

STEP 2

Create a mood for the social media page: decide the face /mood of the collection: the real women and inspirational pictures that are in line with their taste

creating a visual attractive campaign for online website creating ecommerce images with different body types


EXAMPLE IMAGES MOOD To explain Filippa’s values without using a literal image off plant-based only, they can use conceptual images with the same marks as their lingerie aswell. Collaboration with artist who share the same values will also raise awareness on a conceptual level


EXAMPLE SHOOT DIFFERENT AGES To differentiate from the competitors, Filippa K can use not only models with different body types, but also different ages. Getting inspiration from Peter Lindbergh’s photoshoots, Filippa K can create their own images for the Lingerie capsule collection.


EXAMPLE SOCIAL INFLUENCER REAL BODY These models are well known for the honest and curvy shape, they have a huge amount of followers and can create brand awareness throughout social media. Also, they share the same passion about the environment , by buying sustainable products from eco-friendly brands. They have a certain type of women, aka followers, who are interested in their lives and let themselves be influenced by that. Filippa K can use these testimonials / influencers to put make the customer aware of the new sustainable lingerie line, which is focussed on a slightly younger target group than only the narrow target group they now reach.


STEP 3

STEP 4

devoding a complete new instagram profile to the new collection of lingerie, using both campaign images as sponsored influencers

link instagram page & instagram stories directly to online shop using the newest feature


EXAMPLE INSTAGRAM FILIPPA LINGERIE The Filippa K’s intimate instagramaccount should be a mix between the inspirational (still life) images, the campaign of their last collection and photo’s of influencer who can raise brand awareness.

Via the InstagramStory Tool, Filippa K’s intimate instagram can enlighten the followers of their new items tagt by influencers. Also the fact that they can make their personal account on the website where they can fill in a form in order to understand their body type and the garments that suit that type of body.


STEP 5

STEP 6

When you arrive on the website, you are able to insert your body type, while the website runs a total body analyse

The body analyse will offer the customer a range of garments that are specially for that exact body type


CURRENT WEBSITE FILIPPA K The Filippa K offers beside their Women, Men and Soft Sport collection also a whole range of blogpost and campaigns about how to take care of your garments.

For Filippa K intimate I used the same weblay-out and usage to stay close to their brand identity. On the following pages I will explain how to enter the actual Lingerie-page and the belonging interfaces.


LINGERIE

What is your body type? FIND OUT HERE


LINGERIE

Filippa’s intimate collection is an ode to a woman’s body. Using fabrics that are soft, breathable, comfortable and feminine. We embrace the fact that every woman has a different body type, that everyone woman deserves her own kind of intimate moment. What is closer to you than lingerie?

What is your body type? FIND OUT HERE

Entering the lingerie page, the first thing you notice are the highlighted pieces from the collection. This is something that Filippa K uses in every section of their online shop.

The second thing that will be noticed by the eyes of the customer, is the new feature: what is your body type? Filippa K wants to make the customer feel comfortable in their own skin, therefor they embrace the clients own shape, size and weight.


LINGERIE

How it Fits, Falls & Feels Finding your right size is the most important factor of a comfortable and lasting wardrobe. We help you guide towards the perfect fit. Send your body-selfie and we will analyse your size.

CM height:

160 cm - 165 cm 165 cm - 175 cm 175 cm - 180 cm

CM shoulders: 25 cm - 30 cm 30 cm - 35 cm 35 cm - 40 cm

CM bust: 70 cm - 80 cm 80 cm - 90 cm 90 cm - 100 cm

CM taille:

70 cm - 85 cm 85 cm - 100 cm 100 cm - 115 cm

CM hips:

90 cm - 110 cm 110 cm - 130 cm 130 cm - 150 cm

CM thighs:

70 cm - 85 cm 85 cm - 100 cm 100 cm - 115 cm


COMMUNICATION STRATEGY advertising campaign press event social media


STEP 7

STEP 8

analyse previous campaigns of Filippa K and try to find their key ingredient or red thread they use throughout the years

create a campaign idea that fits not only the identity of the brand but is also in line with the new lingerie collection


STEP 9

STEP 10

use a private press event to make them aware of the new collection in a intimate way

combining the new collection with a campaign idea and a press event to increase brand awareness


STEP 7

STEP 8

analyse previous campaigns of Filippa K and try to find their key ingredient or red thread they use throughout the years

create a campaign idea that fits not only the identity of the brand but is also in line with the new lingerie collection


PREVIOUS FILIPPA K CAMPAIGNS

In every campaign Filippa K uses a combination of either indoor as well as outdoor photography. Mood images as well as showing garments. Both situations breath some sort of relaxation.


FILIPPA’S INTIMATE CAMPAIGN IDEA

Green environment but also home-feeling

Wide shot images of the environment

Combining in & outdoor inspiration with the identity of the new lingerie collection and underlining sustainability

Calm and relaxing atmosphere

Close - ups from body parts

Different ages and different sizes of model shapes


FILIPPA’S INTIMATE CAMPAIGN MOODBOARD

Vera Intimate feeling with models Cozy home atmosphere Close to the model Outdoor details Green touch


Vera


FILIPPA’S INTIMATE CAMPAIGN LOCATION


FILIPPA’S INTIMATE CAMPAIGN TEAM

Different ages and different sizes of model shapes

Georgina Burke: Australian plus size model

Daniela Franke: German model of 50+ years

Philomena Kwao: Ghanian-British plus size model


MAKE UP ARTISTS: who work stictly with vegan products LEONOR VON SALISCH: a photgrapher who works only with sustainable brand


STEP 9

STEP 10

use a private press event to make them aware of the new collection in a intimate way

combining the new collection with a campaign idea and a press event to increase brand awareness


We want a calm and relaxing environment and for the press to see our values in sustainable garments combined with the new style

10 models at the event, sitting and displaying the new collection

The theme of the event is encouraging women to embrace their bodies and love who they are

Models of all different looks will be walking around the event. They’ll be curvy women from ages 20-40 years. The brand represents bra cups from B-H and slips from 44-66 The event will take place during the Stockholm Fashion Week 2019, on the 5th of February from 13:00 - 15:00

The goal is to get the attention of the press in order to communicate the new underwear collection for the public


FILIPPA’S INTIMATE EVENT LOCATION Djurgarden in Stockholm Natural environment Simplicity in order to focus on the collection Calm, relaxing setting Gets the press involved Comfortable and warm Dreamy and romantic

A goodie bag will be provided, which is a lingerie washing bag in order to keep your underwear as good as possible as long as possible


FILIPPA’S INTIMATE SUMMARY

By creating the Filippa’s intimate lingerie line, we reach a wider target area, underline brand values and raise brand awareness. Using the campaign Vera, which will be promoted via the Press Event, will not only raise awareness for the new line, but also for the core identity of the complete brand Filippa K.


SOURCE LIST https://www.filippa-k.com/eu/filippak-world/our-vision https://www.filippa-k.com/eu/filippak-world/our-vision https://www.filippa-k.com/eu/filippak-world/about-us https://bvd.se/filippa-k/ https://bvd.se/filippa-k/ https://whitearkitekter.com/project/filippa-k/ https://www.filippa-k.com/eu/gallery/ https://www.instagram.com/filippa_k/ https://www.instagram.com/filippak_man/ https://www.instagram.com/filippak_softsport/ https://www.acnestudios.com/be/en/home https://www.allsaints.com https://us.sandro-paris.com/en/womens/ https://www.thekooples.co.uk https://www.thewhitebriefs.com/pages/info https://www.instagram.com/thewhitebriefs_official/


BY LILY FRANÇOIS For IED Firenze Digital Marketing Course Prof. Migliorini Fashion & Marketing Semesteral Minor September - December 2019

Profile for Lily Francois

Filippa K Brand book lingerie extension  

Analysing Filippa K in order to create a new lingerie line, followed by the Campaign and Press event

Filippa K Brand book lingerie extension  

Analysing Filippa K in order to create a new lingerie line, followed by the Campaign and Press event

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