10 x 10 Brand Interrogation Book (02)

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How does Dover Street Market maintain an unexpected nature?

Definition: Something that is not expected or regarded as unlikely to happen.

Dover Street Market is a place of unexpected nature. Its constant collaborations, new brands and exhibition spaces push the boundaries of retail, providing something consistently new for consumers. The stores update twice a year also adds to the surprising nature of the store with subtle marketing increasing intrigue within consumers to find the ‘beautiful chaos’ inside.

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What makes Dover Street a Concept store?

Definition - An abstract idea not intended to purely make profit.

Dover Street Market is concept store, a space of careful curation based on creating ‘beautiful chaos’ for consumers to enjoy. Dover street blurs the line between fashion and art exhibition, allowing a multi-sensory experience and experimentation that is completely open to brands which is different to any other store. This disrupts the way consumers shop with the stores unique approach to selling. The conceptual nature of DSM means it is also de-commercialised, focussing on a holistic experience as opposed to profit. This is supported by the minimal marketing online of DSM, instead drawing consumers in store to shop curated items instead of looking to commercialised items sold online.

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How does Dover Street express creativity?

Definition - Relating to or involving the use of the imagination or original ideas to create something.

Dover Street has become known for its anarchic experimentation, creative visual merchandising and its creative community spirit. The purpose of the store allows individuals and brands to show their own creative and unique visions, expressing brands in new lights. The experiential nature of the store itself is creative informing a new unique take on retail.

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How are collaborations key to Dover Street’s success?

Definition- the action of working with someone to produce something.

Dover Street Market is brimming with collaborative energy, having collaborated with a range of brands such as Stussy, Burberry and Palace amongst others. These exciting collaborations have proven to be very successful in creating unique items that appeal to wide consumer bases due to their limited edition nature. The collaborative nature of DSM allows it to consistently produce innovative and new experiences for consumers, such as Balenciaga’s copy shop in 2017 or the Monochrome Market celebrating DSM’s 15th Anniversary. DSM allows brands to redesign themselves under their name or transform the DSM brand adding to the conceptual ideology.

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Why is community at the heart of Dover Street’s philosophy?

Definition - the condition of sharing or having certain attitudes and interests in common.

Dover Street Market seeks to transform the way fashion engages with communities and promotes culture in addition to commerce. A dedicated space to not only clothing but community exchanges, bringing together like-minded individuals in one space. DSM also creates a new found community between brands that likely would not usually be seen together in one space. The fact that new and niche labels share centre stage with anchor brands creates a profound vision of differences coming together in perfect harmony.

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How did Chanel liberate fashion?

Definition - free from social conventions or traditional ideas, especially with regard to sexual roles.

Coco Chanel is said to have been the creative icon pioneered the liberation of women’s fashion renewing the traditional views of women’s clothing for centuries to come. Chanel broke down sartorial codes by borrowing elements of men’s fashion, such as pockets and tweed to create androgynous silhouettes. The little black dress opposed the corseted dresses of previous years, and since has become synonymous with sophistication, femininity and relaxation, empowering women with its timeless style.

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Why is the colour black associated with Chanel?

Definition - Black is associated with power, mystery, strength, authority, elegance and sophistication.

Black is associated with mystery, power, elegance and sophistication, values Chanel promoted within her clothing. Transforming the traditional views of black as a colour of mourning and grief into a colour of youth and femininity becoming a classic in fashion. Vogue introduced the Little black dress as a ‘uniform for all women of taste,’ due to its renewed connotations associated with the working-class girls, rather than the socialite elite. “When I find a colour darker than black, I’ll wear it. But until then, I’ll dress in black!”

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What makes Chanel a luxury brand?

Definition - A state of great comfort or elegance, especially when involving great expense.

Chanel is one of the worlds leading luxury brands. Luxury brands are regarded as images in the minds of consumers that comprise associations about hight level of price, quality and aesthetic, something Chanel looks to encompass. Chanel once quoted, “Luxury must be comfortable, otherwise it is not luxury,” at a time when females were restrained in corsets, Chanel’s new vision for comfort rendered her brand iconic. This informed a new outlook of what luxury was then and has followed through into present day.

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How does tradition play a part in Chanel’s brand?

Definition - Existing in or as part of a tradition; long-established.

Chanel is a pillar in the evolution of the modern women’s wardrobe. She wanted previously traditional silhouettes and colours to be replaced with simple silhouettes and a new monochrome colour scheme in turn informing new traditions of female clothing. Chanel was established in 1910 and so has a longstanding history in which its traditional nature is established creating classic designs such as the little black dress and infamous tweed blazer. Each design has a historic and meaningful presence within the minds of consumers, being instantly recognisable as an identifier of the Chanel brand.

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How does Chanel express femininity as a brand?

Definition - Having qualities or an appearance traditionally associated with women.

Chanel is most well known for her unique ability to allow women freedom to move and breathe in their clothing, yet remain classically feminine. Popularising trousers and ousting the corset her defiance against societal and gender norms is what placed her in history.

Chanel is often viewed as a feminist icon, placing women at the centre of her vision and creations.

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Olivia Buckley 1901813 Brand Management AD6606 10 x 10 Brand Development Book 28