IV. PROPOSED COMMUNICATION PLAN a. proposed product rationale (p

proposed product rationale

it is crucial to determine ‘the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do’. (Philip Kotler)

The product launching will be the 16th issue of Acne Paper, an award-winning magazine in design and art direction.

After seven years have passed since its last issue in 2014, Acne Studios will be bringing back this emblematic piece which was and is a core symbol of the brand’s identity.

In itself this magazine is a form of publicity and it engages with the consumers, makes them feel part of the brands journey through storytelling and allows them to connect with the brand at a time where the pandemic and its induced lockdowns have weakened social bonds, and feelings of belonging or identity.

OBJECTIVES

- retain the current loyal customers - attract media attention - incite interest for the brand - optional: added profit, increase in sales

In a time of crisis with an ongoing pandemic, Acne Studios who advocate themselves as an honest, modern luxury brand would never be putting out a new collection.

From an ethical standpoint, it wouldn’t seem reasonable to encourage clothing consumption. Instead, the objective is to make consumers gain more interest in the brand, fashion and art in general.

As well as being a piece of decoration in one’s home, (responding to the rise in interest for home decoration), the 16th issue of Acne Paper would trigger an emotional response through the created nostalgia.

By promoting their past collections, consumers who are willing to buy from the company will go ahead and buy garments that have already been put out.

This avoids waste and assures that the stocks are emptied.

The magazine will be available to order online, from Acne Studios’ website only, as well as physically, in concept stores.

These boutiques will also be digitally promoting the magazine on their respective social media.

By purchasing the product, the customer automatically enters a competition to win a place for the next physical fashion show Acne Studios.

A scannable QR code on the back of the magazine will re-direct the customer to a link that announces the given result.

This feature will be thoroughly marketed, as it is a strong asset and added value to the product.