Proenza Schouler

FASM 311 FINAL 3D VISUAL SPACE AND MARKETING CAMPAIGN

NATHALIE GRATAS OSCAR BETANCUR SPRING 2018

TABLE OF CONTENT

(I’M INTERACTIVE)

RATIONALE......1

VISUAL SPACE DESIGN......12

VISUAL SPACE INSPIRATION......2

BRANDING.....22

THE BRAND......4

INSTAGRAM CAMPAIGN......25

TARGET MARKET......6

MOCK-UPS.....27

MARKET STRATEGY.....10

THE APP......29 FIN.....33

PROENZA SCHOULER’S WHITE LABEL COLLECTION, PSWL FOR SHORT, HIGHLIGHTS BASIC PIECES WITH AND EDGY AND CINEMATIC FEEL. IT MIXES THE HIGH-END WITH THE EVERYDAY, SHOWCASING A CASUAL, COOL LOOK. TO ACCOMPANY IT’S EFFORTLESS AESTHETIC, PSWL’S UPCOMING F/W 2018 COLLECTION LAUNCH WILL INCLUDE A POP-UP SHOP WHERE CONSUMERS CAN PURCHASE NEW MERCHANDISE BEFORE IT HITS ONLINE STORES AND BRICK AND MORTAR’S. FOR ATTENDEES TO STAY IN THE LOOP, AN EXCLUSIVE APP WILL BE AVAILABLE WITH A SCHEDULE OF EVENTS, IN-STORE MERCHANDISE, AND INFORMATION ABOUT THE COLLECTION.

1.

INSPIRATION

POP-UP SHOP/VISUAL SPACE DESIGN

2.

THE BRAND/ STRATEGY

3.

BRAND ANALYSIS NEW YORK BASED BRAND FOUNDED IN 2002 BY JACK MCCOLLOUGH AND LAZARO HERNANDEZ THEIR SENIOR THESIS WAS THEIR FIRST COLLECTION FOR PROENZA. MIX OF TRADITIONALISM AND FUTURISM, WITH A SENSE OF REFINED EASE EMPHASIS ON TAILORING AND CUSTOM-DEVELOPED FABRIC

4.

HIGH ACCESIBILITY

LOW PRICE

BRAND POSITIONING

HIGH PRICE

LOW ACCESIBILITY

PROENZA SCHOULER IS A FASHION-FORWARD LEADING LABEL. AN EMPHASIS IS PLACED ON THE TAILORING AS WELL AS IT’S UNEQUIVOCAL STYLING. ACCESSIBILTY WISE, PROENZA ONLY HAS ONE BRICK AND MORTAR IN NYC, AND THE REST ARE LOCATED IN ASIA; MAKING IT DIFFICULT TO COMPETE WITH A MAIN COMPETITORS LIKE ALEXANDER WANG, WHO HAS MORE LOCATIONS. IN REGARDS TO PRICE, PROENZA BRANDS ITSELF AS LUXURY, WITH BASICS STARTING AT $200. OPPOSITE OF THIS WOULD BE ASOS, WHICH SELLS SIMILAR STYLES AT MUCH LOWER PRICES.

5.

TARGET MARKET WOMEN AGED 25-39 WITH AN ABOVE AVERAGE DISPOSABLE INCOME RNANDEZ HOLD CREATIVE JOBS, ARE TECH SAVYNZA. RESIDE IN URBAN AREAS FOR THE FASHION CONSCIOUS URBANISTA DETAIL ORIENTED CONSUMERS

6.

TARGET MARKET INGRID IS A 26 YEAR OLD MOTHER OF ONE AND WORKS AS A WRITER FOR THE CHICAGO TRIBUNE. SHE STUDIED COMMUNICATIONS IN COLLEGE, AND IS ALWAYS FASHION FORWARD WHEN IT COMES TO HER STYLE. SHE LIKES TO DRESS UP AND DRESS DOWN, BUT ALWAYS LOVES TO KEEP HER WARDROBE STOCKED WITH THE ESSENTIALS.

7.

TARGET MARKET EMILY IS IN HER SENIOR YEAR AT NYU. SHE IS SPENDING THE SUMMER INTERNING AT A LUXURY RETAIL STORE IN MANHATTAN AND ALSO WORKS PART TIME AT BARNEY’S. SHE STICKS TO CASUAL, COMFORTABLE STREET WEAR ON HER DAYS OFF, AND LOVES A CLASSIC DENIM PAIRED WITH A LAID BACK TEE OR SWEATER.

8.

TARGET MARKET AMELIA IS 30 YEARS OLD AND IS AN ENTREPENEUR. SHE STUDIED IN VANCOUVER AND MOVED TO THE U.S. TO START HER OWN ADVERTISING AGENCY. FOR WORK, SHE DRESSES DOWN IN CHIC CLOTHING THAT MAKES HER FEEL GOOD BUT COMFORTABLE AT THE SAME TIME.

9.

MARKETING STRATEGY GENERATE EXCLUSIVITY

ALLOW CONSUMERS TO GET A FIRST LOOK AT NEW MERCHANDISE, WILL ATTENDING A POP-UP SHOP THAT IS EXCLUSIVE TO MEMBERS THAT HAVE ACCESSIBILITY TO THE APP.

HELP THE BRAND GROW

WITH PROENZA NOT BEING A VERY KNOWN BRAND, THROUGH SOCIAL MEDIA AND CONSUMER BUZZ, PROENZA’S WHITE LABEL WILL GAIN POPULARITY, INCREASING SALES IN STORES, AND ONLINE.

1O.

MARKETING MESSAGE USING SIMPLE BUT NEW TECHNIQUES, THE PSWL F/W 2018 COLLECTION LAUNCH WILL BE MARKETED TO GAIN POPULARITY FOR THE BRAND, AND SPREAD THE WORDOF THE WHITE LABEL COLLECTION.

11.

VISUAL SPACE DESIGN

12.

LOCATION ANALYSIS THE POP-UP SHOP WILL BE LOCATED IN DOWNTOWN NYC, CLOSE TO THE ONLY BRICK AND MORTAR THAT PROENZA SCHOULER HAS IN THE U.S. IT WILL BE LOCATED ON THE ROOFTOP OF A BUILDING, BUT IS NOT OPEN AIR. IT IS A QUAINT BUT SPACIOUS INTERIOR SHOWCASING MERCHANDISE AND AREA FOR MINGLING OF CUSTOMERS.

13.

STORE ANALYSIS THE POP-UP SHOP WILL ALLOW CONSUMERS WHO HAVE DOWNLOADED THE EXCLUSIVE APP TO FIGURE OUT THE LOCATION OF THE STORE, AND BE ABLE TO PURCHASE NEW PSWL MERCHANDISE IN STORE FIRST, THEN AFTER THE POP UP HAS CLOSED, WILL GAIN ACCESS TO THE ONLINE MERCHANDISE. IT IS A ONE STORY, OPEN SPACE THAT WILL DISPLAY THE NEW MERCHANDISE AND ALLOW CUSTOMERS TO MINGLE.

14.

FLOOR PLAN

SHOES DENIM

T-SHIRTS ACCESSORIES OUTERWEAR

REGISTRATION

LOUNGE AREA

15.

DRAFTS

16.

POP-UP MERCHANDISE

17.

FINAL RENDER

18.

FINAL RENDER

19.

FINAL RENDER

20.

FINAL RENDER

21.

POP-UP MARKETING

22.

BRANDING

23.

BRANDING

24.

INSTAGRAM PROMOTION

IM A VIDEO. PLAY ME!

25.

INSTAGRAM PROMOTION

IM A VIDEO. PLAY ME!

26.

MOCK-UPS

27.

MOCK-UPS

28.

THE APP

29.

OVERVIEW

30.

OVERVIEW WITH FLOW

31.

PSWL EXCLUSIVE APP

PLAY ME!

32.

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33.