Gina Paljusevic, Sunmin Park, Jane Choi

ACNE

MAMA

For every mom in the world

Leader: Gina Paljusevic Jane Choi Sunmin Park

1

ACNE MAMA Market Analysis

Who are the Millennials?

The millennial generation, over 75 million strong, is America’s largest—eclipsing the current size of the postwar baby boom generation.

Millennials make up nearly a quarter of the total U.S. population, 30 percent of the voting age population, and almost two-fifths of the working age population.

-

Brookings, January 2018

Millennials are people born between 1982 and 1996, today they are 21 to 35 years old. There are 80 million of them in the US. They spend $600 billion annually and that's 28% of all daily per-person consumer spending. They are forecasted to be 35% of spending by 2030. No matter how you define it, millennial spending is important.

-

Forbes, June 2017

A recent Nielsen survey found that more than half (55%) of global respondents are willing to pay extra for products and services from companies that are committed to positive social and environmental impact. Among global respondents survey who are responsive to sustainability actions, half are Millennials (age 21-34): they represent 51 percent of those who will pay extra for sustainable products, 51 percent of those who check the packaging for sustainable labeling and 49 percent of those who prefer to work for a sustainable company.

-

Nielsen, June 2014

“ The largest population in US, With the great spending power, Who values sustainability in consuming products ”

Nielsen, June 2014 Leader: Gina Paljusevic Jane Choi Sunmin Park

2

ACNE MAMA Market Analysis

Growing Millennial-Mom Market ❏ ❏ ❏

❏ ❏

❏

Millennial women (those born from 1981 to 1996) accounted for 82% of U.S. births in 2016.

In 2016, 48% of Millennial women (ages 20 to 35 at the time) were moms.

While Millennials may be delaying parenthood, it’s not for lack of interest in eventually becoming moms and dads. Members of Millennial rated being a good parent as a top priority in a 2010 Pew Research Center survey. Some 52% said it was one of the most important goals in their lives, well ahead of having a successful marriage, which 30% said was one of their most important lifetime goals.

Among Millennials, six-in-ten (60%) said that being a parent is extremely important to their overall identity.

They were more likely to say that parenting was rewarding (58%) and enjoyable (52%) all the time than were Gen X parents (51% and 39%, respectively) or Boomer parents (46% and 39%) Half of Millennial parents (52%) said they were doing a very good job as a parent, compared with 43% of Gen X parents and 41% of Boomer parents Pew Research Center, May, 2018

“ 48% of Millennial women are belong to the maternity group, And they are percepting the maternity enjoyable than any other generations ” Leader: Gina Paljusevic Jane Choi Sunmin Park

3

ACNE MAMA Market Analysis

Millennial Moms are Stylish

Kylie Jenner Millennials’ fashion icon Kylie Jenner revealed her pregnancy journey on her instagram account, it recorded 9M views and 688K comments for a single posting, that is about 5 times more engagement than her average postings. After her baby’s birth, she keeps her career as a fashion icon and a business woman for a cosmetic brand along with revealing her life as a mother. This is positively changing the image of mothers little by little.

Khloe Kardashian

Kate Middleton “Kate Middleton wore a daytime dress from go-to maternity label Séraphine that retails for just $255 and is already sold out.”

-

Vogue, MARCH 7, 2018

American Fashion icon Khloe Kardashian launched a fashion brand, Good American, which includes plus size jeans and a maternity jeans line, and it reached $1 million dollars in sales on its first day of release.

Leader: Gina Paljusevic Jane Choi Sunmin Park

4

ACNE MAMA Market Analysis

New Views on Pregnancy in Fashion During the Spring ’18 shows, one of the most-talked-about moments was when pregnant artist Maia Ruth Lee took the runway at Eckhaus Latta.

But those casting and styling decisions also pointed to a form of inclusivity that’s often missing in this industry.

Historically, fashion and pregnancy haven’t mixed—which is to say, fashion and weight gain don’t mix.

-

Vogue, OCTOBER 20, 2017

“Women are choosing to be more open about their pregnant bodies than ever before, thus promoting a positive image and inclusiveness.”

Eckhaus Latta, Spring 2018

In 2017, Glossier released its Body Hero campaign to encourage women to be themselves and to use beauty to enhance, not hide. Never has that been more true than with the brand's newest ad campaign, which elegantly shows an inclusive range of women's bodies as they are in real life, including the image of the real pregnant woman.

-

Glamour, September 13, 2017

Leader: Gina Paljusevic Jane Choi Sunmin Park

5

ACNE MAMA Market Analysis

Sustainability concerns on Maternity market Pregnancy clothing can be used for only a short period of time and can’t be worn on formal occasions because of the big size and a too “comfortable-only” style.

Maternity clothing is one of the most “disposable” clothing, making tons of waste in the world. Currently, used maternity clothing are being yielded to other pregnant women or being simply thrown away after pregnancy.

“Clothing Recycling Program for Chic San Francisco Maternity Wear Retailer Started” “I'm 39 Weeks Pregnant, And I Still Haven't Bought Maternity Clothes” -

Refinery29, January 19, 2016

-

Waste-management-world, August 03, 2016

For this reason, among the new generation of millennial moms, who are more conscious about sustainability than any other generations, there are trends of not spending money on the maternity-only clothing or recycling the maternity wear.

Leader: Gina Paljusevic Jane Choi Sunmin Park

7

ACNE MAMA Market Analysis

Stylish Maternity Market HATCH

JoJo Maman Bébé

Maternity market is being changed in a way that pregnant women can stay stylish and trendy. Millennial moms are buying the maternity clothing that they can wear even after the baby’s birth, and the representative brands are Hatch, Séraphine, and JoJo Maman Bébé. With their Millennial customers, these stylish maternity brands keep growing by making new category in the market. Moreover, these brands are prominent in Instagram activities with trendy visual communication to target Millennial customers, as today they are reaching 65.5K, 45K, 75K followers each, even Séraphine having non-pregnant women followers.

Leader: Gina Paljusevic Jane Choi Sunmin Park

8

ACNE MAMA Market Analysis

Insight “When I was pregnant, I was buying Acne Studios or Zero + Maria Cornejo dresses two sizes up, but then I’d never wear them again,” she explained.

“But the idea of spending money on maternity clothes that weren’t stylish and felt disposable was not inspiring to me. I would scour the Internet while my friends were out having martinis, and I thought if I’m having this challenge, others must be as well.”

-

Ariane Goldman, Founder of Hatch

Leader: Gina Paljusevic Jane Choi Sunmin Park

9

“The Maternity Jean that can be worn Before, During, and After the Pregnancy�

Leader: Gina Paljusevic Jane Choi Sunmin Park

10

ACNE MAMA Market Analysis

Why Acne Studios?

Brand with the rapid growth Acne Studios currently generates over €200 million a year and is growing fast. Turnover doubled between 2013 and 2016. The company could fetch a valuation of €400 million to €500 million in an outright sale — and maybe more if there is competition from multiple bidders. This would imply a valuation multiple of 2 to 2.5 times revenue.

Growing in new/millennials market Acne resonates both in Asia and with millennials, two critical engines of growth. China in particular has been a success thus far and the company has ambitious plans for new stores in the country.

Acne currently has 53 own-brand stores in 13 countries and over 600 wholesale accounts.

Brand’s history started with Jeans Johansson, the founder of the brand, launched Acne Studios in 1997 with 100 pairs of raw denim jeans and the category was critical to the label’s rise, driving the vast majority of early revenue. But as the business grew, Johansson felt constrained. “Denim had become our identity,” he explained.

ACNE STUDIOS, AW15 Womenswear Campaign

Leader: Gina Paljusevic Jane Choi Sunmin Park

11

ACNE MAMA Market Analysis

Why Acne Studios?

Brand’s Jean category expansion Acne also has plans for product category expansion. Today, the label offers a reasonably well-balanced product assortment, ranging from upscale ready-to-wear collections shown at Paris Fashion Week and a recently rebooted denim offering to logoed basics, bags, small leather goods and shoes. Denim now makes up only about 15 percent of sales, a number Acne’s executive chairman and co-owner Mikael Schiller suggested should grow. Acne Studios, the hip Stockholm-based label, best known for the skinny jeans that drove its early success, is radically reshaping its denim offering, replacing its entire range of existing denim products with new permanent styles and launching a new seasonal denim collection, all under the newly unveiled banner of Acne Studios Blå Konst, which means “blue art” in Swedish. Blå Konst is set to launch online and in all Acne Studios stores on April 6th.

Brand with Strong Visual Communication The creative director of Acne Studios, Jonny Johansson, casted his 11-year-old son, Frasse Johansson, and made his debut in images by Viviane Sassen, posing in pieces from the AW15 womenswear collection and some high-heeled boots. This campaign made a great buzz in the fashion industry with its powerful visual. Not only this campaign, but the brand itself has been known for strong visual communication in every campaign it’s done.

ACNE STUDIOS Denim Campaign with Blå Konst

“With the market situation that there’s a lack of Maternity Jeans with High-end fashion labels, Acne Studio is the best fitted brand for various reasons”

Leader: Gina Paljusevic Jane Choi Sunmin Park

12

ACNE MAMA Market Analysis

Maternity Jeans from Fashion Brands In the United States, the maternity jeans market is growing. Jean brands such as 7 for All Mankind, J Brand, Paige, and Frame denim have their own maternity jeans line, but also trendy labels such as Madewell, Everlane, and Citizens of Humanity also started their maternity jeans line. The maternity only brand, Hatch, is also growing quickly in the market with their stylish maternity clothing, including maternity jeans.

None of these maternity brands on the market offer sustainability as an option, so this will give Acne Mama a leverage against the competition listed.

H&M $49.99

GAP $74.95

Hatch $258

J brand $198

Leader: Gina Paljusevic Jane Choi Sunmin Park

13

ACNE MAMA Benchmarking Analysis

Maternity Denim Line in Good American According to press release, Good American’s new line of denim reached $1 million dollars in sales on its first day of release.

In January 2018, Good American launched the maternity collection called ‘Good Mama’ to give the ultimate shape and comfort, to embrace and enhance body movement in the early stages of motherhood.The collection features fashion forward styles and timeless designed denim jeans for women at all stages of their pregnancy.

The co-founder Khloé Kardashian gave birth in late 2017 and right after her pregnancy she posted her photo shoot for the new launching of maternity jeans collection on Instagram and other social media channels. This marketing had a great ripple effect as Khloé Kardashian is a highly influential celebrity in terms of changing pregnancy images and increasing positive social perception of pregnancy.

Leader: Gina Paljusevic Jane Choi Sunmin Park

14

ACNE MAMA Benchmarking Analysis

Maternity Clothing Brand, HATCH “I'm trying to make it sexy and okay and lovely and interesting because that's what it is. How cool is it? You're having a baby!�

by Ariane Goldman, HATCH Founder HATCH was launched in 2011 in the US. The founder Ariane Goldman created an original line of chic and timeless clothing meant to be worn for during and after pregnancy.

HATCH also offers a variety of events for pregnant women from hosting 1:1 styling class, to offering services that are thoughtful and nurturing, to partnering with organizations such as Every Mother Counts, the Alliance of Moms and many others in favor of mothers everywhere.

Leader: Gina Paljusevic Jane Choi Sunmin Park

15

ACNE ACNEMAMA MAMA Benchmarking Positioning Analysis Analysis

Positioning Map High Price

• Price Strategy ACNE MAMA

Acne Mama will be featured at a higher price than competitors but will offer sustainability with the repair service in order to keep wearing Maternity Jeans after their pregnancy, which no other maternity jean brand offers.

Formal

Casual

• Concept and Style We will have a more formal look than most other jean brands on the market that are available to pregnant women. So they can easily be transitioned from work-wear to casual-wear.

Low Price Leader: Gina Paljusevic Jane Choi Sunmin Park

16

ACNE MAMA Target Identification

Target Identification Target Consumer Infographics • Millennial - 25-35 • Urban demographic • Shops stylish, key pieces • Technology usage- high • Eco-conscious and healthy • Eats organic • Does Yoga, pilates, barre, etc.

• Educated, career, with a high income ($100,000+)

Leader: Gina Paljusevic Jane Choi Sunmin Park

17

ACNE MAMA Consumer Segmentation

Leader: Gina Paljusevic Jane Choi Sunmin Park

18

ACNE MAMA Trade Marketing

Trade Marketing Levers

To Launch and Promote the line to Retailers, we will host an event with influencer, Chiara Ferragni. She will be wearing the jeans as well as reviewing them.

It will be hosted in a small, appropriately themed setting with buyers and press present.

Refreshments such as green juices and smoothies will be served!

Leader: Gina Paljusevic Jane Choi Sunmin Park

19

Launch Event Concept

ACNE MAMA Trade Marketing

Concept Very clean and minimal to promote relaxation and positive energy.

Using Acne Studio pink as well as other warm colors to set the mood.

Leader: Gina Paljusevic Jane Choi Sunmin Park

20

ACNE MAMA Trade Marketing

List of Retailers, Press, and Influencers Invited Press

Retailers • Neiman Marcus

• Vogue

Influencers

• WWD • Leandra Cohen

• Net-a-Porter

• Harper’s Bazaar

• WGSN

• ShopBop

• Parenting Magazine

• Pregnant Chicken

• James McCoy & Katie Zambrano of MotherMag

• Nordstrom

• BabyTalk Magazine

• Fashionista

• Anthonia Akitunde

• Ssense

• New Parent Mag

• Baby Chick Blog

• Yanira from The Fashion Bump

• Barneys

• American Baby

• Refinery29

• Matches Fashion

• Parents Magazine

• The Bean

• Bloomingdales

• The New York Times

• Pomper Blog

• Farfetch

• Good HouseKeeping

• Man Repeller

• Katrina Scott • Channon Rose

Leader: Gina Paljusevic Jane Choi Sunmin Park

21

ACNE MAMA Touch Points

Customer Journey with Touch Points AWARENESS

CONSIDERATION

ACQUISITION

SERVICE

LOYALTY

Brand’s Social Media Account

Landing Page

Homepage

E-Shop

News Letter

Online Banners

E-Shop

Login/Registration

FAQ / Q&A

E-Shop

Outdoor Ads/Campaigns

Offline Stores

Product Information

Shipping & Tracking

SNS Channel

Instagram Product Price Tag

Price Tag

Confirmation Email

Customer Reviews

Product Packaging

Repairing Service

Repairing Services

News Letter

Visual Merchandising

Product Information and Policies

Hashtag #MaternityJeans #AcneMama

Selling People

Monogram/ Embroidery Service

Product

Comments/Messages from SNS Channels

Influencers’ Marketing

Multi-brands Stores

Leader: Gina Paljusevic Jane Choi Sunmin Park

22

ACNE MAMA Touch Points

Visual Guideline

COURIER NEW

FONT

COLOR

MODEL

Young and Trendy Clean Environment-Friendly

ACNE’s signature pink

Engaged in the everyday routine Live life with a dream and purpose Independant and Educated Energetic and Positive Clean and Healthy Socially Aware and Concerned Trendy and Stylish Leader: Gina Paljusevic Jane Choi Sunmin Park

23

ACNE MAMA Training of Sales Personnel

Training of Sales Personnel

Sales team will be trained according to schedule in order to communicate the product accurately and efficiently to customers.

They will focus on talking about: ● ● ● ●

The new sustainable technology featured by ISKO The removable insert Repair services that encourage users to recycle and be more eco-conscious More stylish and flattering options for everyday

Leader: Gina Paljusevic Jane Choi Sunmin Park

24

ACNE MAMA Storytelling

Storytelling • This will be communicated through ads, social media imagery and posts, as well as PR events • Will work with Acne Advertising Agency to create beautiful ads are on-brand (http://www.acne.se)

that

• Will relate to Acne Studios kids line for the marketing e.g.) If they bring their jeans for Repair, they can get 10% off for the kids line products • Make a short PR kit for magazines and the press / repair service • Socioeconomic status Will play on eating organic, holistic, thinking about what’s going so close to your baby / eco-friendly • Examples of advertising would be on the train like Glossier Influenced by pregnant woman on runway - in the same way, we are aiming to make pregnancy more of a public image and more positive.

We will also simultaneously promote a new trend of sustainability in maternity wear

ACNE STUDIOS Signature Logo

Leader: Gina Paljusevic Jane Choi Sunmin Park

25

ACNE Storytelling: MAMA Advertising ACNE MAMA Marketing

This is an example of an ad photo that will be featured across multiple platforms as a touchpoint for consumers to be exposed to the new line and spark interest.

Ads will be: ● ● ● ●

Clean Visually appealing Accent jean features and changes without too much text Promote the repair service/sustainability

Leader: Gina Paljusevic Jane Choi Sunmin Park

26

ACNE MAMA Storytelling: Advertising

NYC Street Advertisements

Leader: Gina Paljusevic Jane Choi Sunmin Park

27

ACNE MAMA Storytelling: Advertising

NYC Subway advertising

SUSTAINABLE IS COOL

Glossier. NYC Subway Advertising

In order to change the image of pregnancy to one that is more positive, advertising in the subway station will be helpful because many people will be exposed to this campaign and will think about the perception of maternity.

Leader: Gina Paljusevic Jane Choi Sunmin Park

28

ACNE MAMA Garment Communication

Moodboard

Leader: Gina Paljusevic Jane Choi Sunmin Park

29

ACNE MAMA Garment Communication

Removable Stretch Patch

The denim will incorporate ISKO PJ SOFT™ technology, for comfort, as well as ISKO REFORM™, for elasticity in the side bands that will be added/removed.

Leader: Gina Paljusevic Jane Choi Sunmin Park

30

ACNE MAMA Styles

Jeans with Various Colors and Styles

Leader: Gina Paljusevic Jane Choi Sunmin Park

31

ACNE MAMA Sustainability

How We Can Contribute to Sustainability

Purchase the maternity jean from Acne Studio and wear during the pregnancy

Bring the used maternity jean after the baby’s birth via store visit or mailing service

Acne studio will reform the maternity jean by removing the stretch patch to make it as a normal stylish jean that can be worn after the baby’s birth.

Leader: Gina Paljusevic Jane Choi Sunmin Park

32

ACNE MAMA Services

Monogram/ Embroidery service If the pregnant woman brings back her maternity jeans to the Acne, the brand will offer a service to remove the stretch patch and place the baby-birth souvenir label with the birthdate and his/her name.

The monogram service will give a sentimental feeling and more reasons to keep the jeans and not toss them.

2018.04.23 Louis Charles

Store visit

Mailing service Leader: Gina Paljusevic Jane Choi Sunmin Park

33

ACNE MAMA Point of Sales

Point of sales activities Displays Will follow the existing Acne Studios’ display concept and add clean and minimal theme at the Acne MAMA section pursuing shop-in-shop concept with its signature logo emphasizing the triangle patch icon.

Store windows Will display big posters of Acne MAMA campaign on the show windows so that it can not only promote new collection of Acne Studios to the public, but it also may have influences to be able to change the image of pregnant women that they can be stylish and fashionable during pregnancy.

ACNE

MAMA

Acne MAMA Logo

Leader: Gina Paljusevic Jane Choi Sunmin Park

34

ACNE MAMA Point of Sales

Leader: Gina Paljusevic Jane Choi Sunmin Park

35

ACNE MAMA Point of Sales

Leader: Gina Paljusevic Jane Choi Sunmin Park

36

Bibliography Björk, Daniel. “Acne Reboots Denim Strategy.” The Business of Fashion, 20 Mar. 2017, www.businessoffashion.com/articles/bof-exclusive/acne-reboots-denim-strategy.

“BRAND COLLABORATIONS.” ISKO, 20 Nov. 2017, www.isko.com.tr/brand-collaborations/.

“Diet for a Healthy Pregnancy.” BabyCenter Canada, www.babycenter.ca/a3561/diet-for-a-healthy-pregnancy.

Fernandez , Celia. “Khloe Kardashian's Maternity Jeans Line Is Here.” Popsugar , 18 Mar. 2018, www.popsugar.com/fashion/Khloe-Kardashian-Good-Mama-Maternity-Jeans-Line-44497528.

Frey, William H. “The Millennial Generation: A Demographic Bridge to America's Diverse Future.” Brookings, Brookings, 7 May 2018, www.brookings.edu/research/millennials/.

“Game-Changing Baby and Pregnancy Trends for 2018.” Red Tricycle, Red Tricycle, 8 Feb. 2018, redtri.com/bump-baby/top-pregnancy-trends-this-year/slide/1.

“IntroducingWhat We Love.” For Before, During & After | HATCH Collection, www.hatchcollection.com/?gclid=EAIaIQobChMI8vPbqo2B2wIVk1mGCh1nyAOLEAAYASAAEgKk2PD_BwE&gclsrc=aw.ds.

“Investing in the Future: Millennials Are Willing To Pay Extra For a Good Cause.” What People Watch, Listen To and Buy, 23 June 2014, www.nielsen.com/us/en/insights/news/2014/investing-in-the-future-millennials-are-willing-to-pay-extra-for-a-good-cause.html.

Kestenbaum, Richard. “This Is How Millennials Shop.” Forbes, Forbes Magazine, 14 June 2017, www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-millennials-shop/#486571d7244c.

Livingston, Gretchen. “More than a Million Millennials Are Becoming Moms Each Year.” Pew Research Center, Pew Research Center, 4 May 2018, www.pewresearch.org/fact-tank/2018/05/04/more-than-a-million-millennials-are-becoming-moms-each-year/.

Morency, Christopher. “What's Acne Studios Worth?” The Business of Fashion, 14 Mar. 2018, www.businessoffashion.com/articles/news-analysis/whats-acne-studios-worth.

Nutting, Erin. “The Millennial Mom Insurance Agent: the Honest Gap between Fruit Snacks and Rate Increases.” Insurance Marketing, Sales and Technology for Independent Agents - Agency Nation, Agency Nation, 22 Nov. 2016, www.agencynation.com/millennial-mom-insurance-agent/.

Women, YEC. “May We Have Your Attention: Marketing To Millennials.” Forbes, Forbes Magazine, 27 June 2017, www.forbes.com/sites/yec/2017/06/27/may-we-have-your-attention-marketing-to-millennials/#788809051d2f.

Leader: Gina Paljusevic Jane Choi Sunmin Park

37

Bibliography “The millennial generation: A demographic bridge to America’s diverse future”, brookings.edu, Jan. 2018, https://www.brookings.edu/research/millennials/ “This Is How Millennials Shop”, Forbes, 14 June. 2017, https://www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-millennials-shop/#46c4c0cc244c “INVESTING IN THE FUTURE: MILLENNIALS ARE WILLING TO PAY EXTRA FOR A GOOD CAUSE”, Nielsen, 23 June. 2014, http://www.nielsen.com/us/en/insights/news/2014/investing-in-the-future-millennials-are-willing-to-pay-extra-for-a-good-cause.html “More than a million Millennials are becoming moms each year”, Pew Research Center, 4 May. 2018, http://www.pewresearch.org/fact-tank/2018/05/04/more-than-a-million-millennials-are-becoming-moms-each-year/ “Kate Middleton’s Runway-Worthy Maternity Dress Is $255—And Already Sold Out”, Vogue, 7 Mar. 2018, https://www.vogue.com/article/kate-middleton-duchess-of-cambridge-seraphine-stuart-weitzman-erdem-celebrity-royal-style “Has the Time for “Cool” Maternity Labels Finally Come? Hatch Founder Ariane Goldman Thinks So”, Vogue, 20 Oct. 2017, https://www.vogue.com/article/hatch-maternity-fashion-label-store-opening “Glossier's New Campaign Shows 5 Real Women—and 5 Refreshingly Real Bodies”. Glamour, 13 Sep. 2017, https://www.glamour.com/story/glossier-body-hero-campaign-real-bodies “I'm 39 Weeks Pregnant, And I Still Haven't Bought Maternity Clothes”, Refinery29, 5 Aug. 2015, https://www.refinery29.com/2016/01/101474/not-buying-maternity-clothes “Clothing Recycling Program for Chic San Francisco Maternity Wear Retailer”, Waste Management World, 3 Aug. 2016, https://waste-management-world.com/a/clothing-recycling-program-for-chic-san-francisco-maternity-wear-retailer “What's Acne Studios Worth?”, Business of Fashion, 14 Mar.2018, https://www.businessoffashion.com/articles/news-analysis/whats-acne-studios-worth “Acne Reboots Denim Strategy”, Business of Fashion, 20 Mar, 2017, https://www.businessoffashion.com/articles/bof-exclusive/acne-reboots-denim-strategy

Leader: Gina Paljusevic Jane Choi Sunmin Park

38