Brand analysis Acne studios

Sara Cenni Fashion and Luxury Communication Master in Fashion Communication Management

A MULTIDISCIPLINARY LUXURY FASHION HOUSE

TABLE OF CONTENT

BRAND HISTORY JONNY JOHANSSON NET BABY ACNE STUDIOS MOVIES TODAY ARCHITECTURE HEADQUARTERS STOCKHOLM ACNE STUDIO NORMALMSTRONG THE BRAND NAME LOGOTYPE THE MAIN COLORS MILLENNIAL PINK TARGET COSTUMERS BRAND VALUE PRODUCTS AND OFFERING JEANS PRICE POINT THE FACE MOTIF COLLECTION ACNE STUDIOS FW2020 WELCOME TO STOCKHOLM ACNE STUDIOS SUSTAINABILITY AMBITION ACNE REPURPOSED SEASON 2 BOSTON CONSULTING GROUP ANALYSIS TRENDS SWOT ANALYSIS COMPETITORS MARKETING MIX SMART OBJECTIVES ACNE PAPER COLLABORATIONS ACNE STUDIOS IN ITALY WITH BESIDE SOCIAL MEDIA WEB SITE

“… I like to do shows because it’s fun, but I don’t like the event. I don’t like the celebrity aspect of fashion. I have no desire to be a celebrity myself and to have to play a part.”

“Being a creative person, for me has always been about more than one sort of expression …”

“I never know what I’m going to do. I tend to sabotage things that do well.”

Cit. Jonny Johansson

BRAND HISTORY The story behind Acne Studio’s famous jeans Acne studios was founded in 1996 in Stockolm. The founder of the fashion house is Jonny Jhoansson. He created it with other 3 people that were from advertising word and one from Diesel. They worked as consultant, but they also made they own product under the name of ACNE (Ambition to Create Novel Expressions). They had 10,000 euros between them.

The idea was to have a big house, have different departments on each floor, and on the ground floor have a big store where to stand all the different stuff that they were making.

They decide to do a pair of jeans. Jonny called some of his contact in Italy that answer him positively, until he said that he needed just of 100 pair of jeans and not more. So Jonny went to the west coast and he found a company that decide to do it. But it didn’t worked very well. People near Jonny felt sorry for him and started to wear his jeans in the office. A girl wore it and someone asked her where she bought the jeans. So Jonny decide that they could build the fashion company. They recruited Ann-Sofie Back and she started to design the woman collection.

Jonny started at that moment to design, it was the first time, and he learnt during the way.

They did a fashion magazines, people starting to know about them and to want they items. The company start to grow.

https://www.youtube.com/watch?v=hGJG_R9-dGo

Jonny Johansson Founder and creative director of Acne Studio.

Jonny Johannson's interest in photography, art, architecture and contemporary culture has helped Acne Studios to become a respected creator of clothing, publications, furniture, exhibitions and special collaborations.

Until he was 19, Johansson lived in Umeå, a town eight hours north of Stockholm. He had a relatively creative upbringing. His father worked in education in the military and played guitar. His mother was an artist. Johansson leaned towards music, and spent his teenage years in postpunk bands, with some success: “Enough to make me think it could be a career”, he says. He still owns 60 guitars.

Married with two sons, he now lives 10 minutes from the city.

First label of the brand.

1997 - ACNE's first foray into the world of fashion with 100 pairs of 5pocket jeans with red stitching.

During the 2001 the company was almost bankrupt, but they made a pact with people that had to have money from them. The pact was that they gave just the 30% of the money, also if after this action they succeed.

So in 2002 the money status was better.

In this moment they had a focus that was to combine art in industry. They built this house.

At this moment they didn’t know what they should focus on, so they started to think about what was important for them: product and selling.

“If we don’t have a good product we don ’t have reason to be a brand, and if we don’t sell the product we can’t pay anybody and continue the work.”

The brand decide to focus on denim for pret-aporter.

They knew that fashion work a lot like art: if you are a new artist and you are able to show your work in an important shop or place in New York or Paris, you will have more crowd and more people will look at your stuff.

They didn’t do traditional advertising, but in some way people started to talk about them.

Sofia Coppola noticed the product and loved the history behind that, so she decide that was interesting to speak about the brand on French Vogue.

This was the first time that they were in an important fashion magazine, and it allowed them to be noticed from the crowd.

Until 2006, Acne Studios was created by different department like Acne digital, Acne advertising, Acne film, the art department, the shop, but in this year the company decide to became a standalone fashion house and separated from other entities within The Collective Acne.

Since launching, Acne Studios has grown as a global fashion house with retail stores around the word, including Paris, London, New York, Los Angeles, Antwerp, Tokyo, offering women’s and man’s ready-towear collections, showing at Paris fashion week twice a year.

In 2018, 41% of its capital was sold to Chinese investment firm Idg Capital and Hong Kong player It Group. The remainder remained with Mikael Schiller and Jonny Johansson.

NET BABY ACNE STUDIOS

At the beginning of Acne life, they create a virtual community on internet. It was a fantastic idea, and for the time they did it really well, but It was too early. People didn’t be ready. For this reason they stopped to work on that in 2001, but the web site still exist.

The presentation of the web site is really old, but we can still visit it.

https://www.netbabyworld.com

MOVIES The founders of acne studios always loves movies and making moovies. From the beginning, they wanted to work with 70 mm camera, that at that time it costed a lot. For this reason they found some people that had an idea to make 70 mm camera cheaper, and they did it.

Acne Studios still do many movies to represent the brand and collections.

Acne Studios Men's Fall/Winter 2014 Film

TODAY The brand has grown a lot. The headquarter is still in Stockholm, but it have today 67 shops around the world (Australia, Belgium, China, Denmark, France, Germany, Italy, Japan, Norway, South Korea, Sweden, United Kingdom and United States).

It have a value of 500 million euros, and an annual turnover of around 200 million euro. The total number of staff of more than 800, around 200 are working at the headquarters in Stockholm. Acne Studios also operate offices in Paris, New York, Oslo and Shanghai.

ARCHITECTURE In the fashion world there is a new trend that see many retail project move away from the architectural clichés of classic boutique, to create an habitat that reflect in a major way the brad identity, to fuse together perfectly collections and items with the space where the customer experience is lived.

One of the most important protagonist of this phenomenon is Acne Studios. The Acne Studios locations there are minimal spaces, with sober colours, and where they shows clothes as if they were pieces of art that we can admire.

This let to the consumer to live an experience fascinating and exciting inside the shop. The person is able to engage and come into contact with the brand and its ideals.

Acne Studios Flagship Store – Stoccolma

by Specific Generic Architecture

Beige Flagship Store – Tokyo

by Nendo

Ssense Store – Montreal

by David Chipperfield Architects

Valextra Store – Milano

by Snarkitecture

HEADQUARTERS STOCKHOLM , SWEDEN The former Czechoslovak Embassy in Stockholm dating back to the 70s, becomes the new headquarters of the Scandinavian clothing brand. Here was born a real fashion school, whose unique atmosphere encourages the creative process and the phase of experimentation that has always characterized the brand. There is also an important library.

The headquarters is the former bank where the robbery and hostage taking took place in 1973. Here the Stockholm syndrome was scientifically born. it is an ode to marble, inspired by the conservation and restoration of some of the columns and the original features of the banks.

HEADQUARTERS STOCKHOLM , SWEDEN

ACNE STUDIOS NORRMALMSTROG Acne Studios new store is a tribute to white marble. The banking headquarters become a total-white space where original elements dialogue chromatically with the more recent ones. The 400 sqm room, totally white, seems suspended in another dimension, marked by the constant presence of columns.

Architects: Arquitectura-G

Lighting design: Benoit Lalloz

Furniture design: Max Lamb

THE BRAND NAME ACNE initially was an acronym for Associated Computer Nerd Enterprises that was later changed to Ambition to Create Novel Expressions.

The name of the brand itself has caused a little bit of controversy in the past because a lot of people associate the word acne with the skin condition, and it is not necessary what people want to be associated with, if they are going to buy into a high-end brand. However, this is one of the reason why Jonny Johansson chose it. He said that one of the reason was because he liked the idea of appropriating a difficult word, that has already a negative assosiation, and change it.

For the choice of the name Acne, at the beginning Harrods turned away the brand.

Now they are inside the store, and this explain how mach the Acne reputation change.

Jonny Johanson want to communicate high fashion, individuality and innovative style. And to do this he want to break the rules of classic fashion, chosen things that in his opinion can be questionable, and transform them in something that people want, and where people can meet themselves.

LOGOTYPE The first logotype was created in 1996 when the company was born. It has a sophisticated older style font which reflect their heritage. Under the write Acne there is the brand crest: a figure of the head office which says “Acne Studio Stockholm” surrounding it. The classic oval shape is still their logo, but they don’t use it a lot. It also can be called an illustrative logo.

The typeface of “Acne”, The times modern font modificate, is also the original logo of Acne Jeans. Now the acne studios jeans are colled Acne Bla Konst with a blue label, and it means “blue arts”.

In 2014 the logo was changed from an illustrative one to a logotype. It was created by Letters from Sweden. It reflects the characteristics and shows the message and the creativity that Acne Studio communicates, i.e. it is minimal, clean and simple.

In 2020 the brand introduce the new logo. There is a little variation on the pink that they used, that is warmer, and it is not more white on pink, but black on pink. For sure the black write give more contrast, so people can notice it better. The other difference is the smoothness and roundness on all the letters, and it become more modern.

THE MAIN COLORS

MILLENNIAL PINK The beige-pink colour became an emblem for what is now known as “millennial pink”. We can see this color everywhere, mostly on social media.

Cheeky, sincere and nostalgic at the same time, Millennial Pink instills us with calm and wonder. It is a desire that beauty can be de-problematized.

Jonny Johanson choose it to represent his brand and for his packaging because he thought it was an ugly color. He wanted to give an extra meaning to it.

This choice and the manufacture of the shopper bag has been for the brand really strategic, and have since become so cult, you can find this bags sell on eBay for up to 15 dollars.

TARGET COSTUMERS • Ages 25-35 both women and men

• Open-mind, confident, creative, fashion, outgoing

• Lives in suburban and in the city.

• Value of high quality over quantity.

They do not dress to attract attention from others but to express their own unique style.

• Popular in bad-weather places.

• Upper class earners.

BRAND VALUES “The creators of Acne Studios had an idea to work within fashion, entertaiment and technology, and they call it feat principals.”

FASHION ENTERTAINMENT TECHNOLOGY

For the company is really important to pay attention to the quilty of the product and to sell. At the beginning they had economic problems, so now one of the values of the brand is not just to have an excellent product, but also to sell it.

In his view art and industry are connected.

They always want to avoid traditional form of advertisement, and people recognise them for this, especially they had their own magazine to express their value, their message, their brand.

Their aim is to share the desire to tell the stories, to engage people, to make them think or feel something.

PRODUCTS AND OFFERING -

Retail stores around the world including: - Paris - London - New York - Los Angeles - Antwerp - Tokyo

Men’s ready-to-wear fashion

Women’s ready to wear fashion

Children collection

Footwear

Denim

Accessories (including handbags, small leather goods, and sunglasses) Acne Studios stages runway fashion shows for its women's Fall/Winter and Spring/Summer collections twice a year in Paris.

JEANS The Jeans for Acne Studios is the most important item. This because of his quality, his history and for the big interest and respect that the company give and show to the audience about it.

We can see it also throw the web site, where we can choose from different categories of jeans: - Mece - Acne Studios 1995 - Acne Studios 1993 - Melk - Peg - Climb - Acne Studios 1990 - Acne Studios 1992 - Acne Studios 1977 - Acne Studios 1991 - Acne Studios 1997 - Acne Studios 1996

Johansson has described denim as “the perfect canvas—functional, pure, clean, generic,” and his best designs—in any material—are the ones that update wardrobe staples for savvy design-aware kids. “We do respect history,” Johansson told Vogue, “and we try to do something modern and new.”

PRICE POINT

CATEGORIES OUTWEAR SUIT JACKETS KNITWEAR SWEATSHIRT SHIRT AND BLOUSES T-SHIRT DRESSES JEANS TROUSERS SHORTS SKIRTS SHOES SCARVES BAGS & WALLET HATS JEWELLERY BELTS OTHER ACCESSORIZE CHILDREN

MINIMUM PRICE 320 € 570 € 220 € 190 € 220 € 90 € 230 € 180 € 260 € 180 € 190 € 260 € 110 € 95 € 90 € 100 € 110 € 45 € 45 €

MAXIMUM PRICE 2400 € 1700 € 500 € 480 € 480 € 290 € 670 € 380 € 430 € 890 € 450 € 430 € 350 € 1300 € 140 € 280 € 450 € 450 € 180 €

THE FACE MOTIF COLLECTION

On 17th August 2017, Acne Studios launched its face motif collection, featuring patches of an emoticon face with two small circles and a long rectangle.

The brand show this pop, colorful and playful face for the first time on Fall/Winter 2013/2014, inspired by the 80s Japanese videogame Pac-Man.

The face motif of the brand, a square emoji, neither sad nor happy, symbolizes the neutrality that is the basis of the collection made up of transversal, genderless garments, including sweatshirts, t-shirts, shorts and sneakers.

The face represents also an ordinary Swedish citizen somewhere in between happy and sad.

The second the face collection was launched in 2018, and embodies the values of the LGBT + community and rainbow families. The garments of the collection printed with the words Mother, Dad, Brother, Sister, are worn indiscriminately by gender, promoting an important message of equality and identification that goes beyond social conventions.

They still use the face motif, that become a state of mind and a real trend.

ACNE STUDIOS FW2020 The collection of FW 2020 was designed by artificial intelligence, we have intelligence and future thinking creations. It was created and designed in collaboration with the artist Robbie Barrat with the intention to create a new and fresh take on some of the classic acne studios design. They took thousands of previous acne studios design, put in a computer with neural networks and a generative system. Many design were imputed intentionally with intended flaws, so they were not put imperfectly. The purpose was that the artificial intelligence could pick out some new designs that were completely unexpected. Then the creative director Jonny and his team took, curated and finalised the designs for the show. This was very in line with the acne studios brand view.

THE LAST ACNE STUDIOS COLLECTION WELCOME TO STOCKHOLM For the spring-summer 2021 c o l l e c t i o n We l c o m e t o Stockholm, the brand takes cues from every they graffiti, with special print, a social-e print. There are writings as “beat cat”, “city rat”, “underground bear”, printing in white characters, as if they were hanging on a wall with still wet paint.

The collection is formed by longsleeved tops, sweatshirt, t-shirt and accessorise.

ACNE STUDIOS SUSTAINABILITY AMBITION The brand, on its web site, write that their responsibility is to create desirable items that a consumers can enjoy for a long time. For this reason, the starting point of their sustainability ambition is an excellent look, quality, manufacture and use of a product.

Since 2008 they are member of the organisation Fair Wear Foundation (FWF), which support the brand to monitor and improve labour conditions at the factories where products are made. Every year, FWF does a 'Brand Performance Check' where the performance is evaluated and graded. The outcomes are summarised in the FWF brand performance check report.

They started to publish the annual sustainability report to describe actions, targets and results on the three areas (product, suppliers, operations), but we can’t see any result from the web site before of 2018 and after 2019.

BRAND PERFORMANCE CHECK PUBLICATION DATE: FEBRUARY 2020 this report covers the evaluation period 01-09-2018 to 31-08-2019. Here the web page: https://www.acnestudios.com/on/demandware.static/-/Library-Sites-acne/default/ dwc2c452ac/csr/Acne_Studios_Performance_check_FEB2020.pdf

They allow costumers, suppliers and who are interested in, to email them at sustainability@acnestudios.com.

ACNE REPURPOSED SEASON 2 Nowadays sustainability is one of the most important phenomenon that a brand should look at. More and more consumer are asking for ethic and sustainable fabrics and production, and who decide to answer positively to this social act, have positive feedback. IO Donna spoke about Acne Studio as one on the niches brand to look at lately for his new Acne Repurposed collection, that we see in 2021 for the second time. It is a sustainable capsule collection made from excess fabrics from past collections. The new collection includes a denim jacket, a printed shirt, a mini skirt and a pair of jeans with leather inserts, all made with scraps of the brand cut and recomposed in a creative way to counteract waste. Fabrics are cut and reassembled to play on the visual plane with processes and prints. An oversized denim jacket has zipped external seams along each sleeve, while three different baggy shirts are constructed through the use of contrasting prints and materials. The cigarette jeans and flared miniskirts have the front in leather and the back in black denim.

The goal of this eco-friendly initiative is to create something new starting from what already exists, finding ingenious solutions thanks to design.

BOSTON CONSULTING GROUP (BCG) ANALYSIS STARS The products that generate adequate financial resources to meet their needs and are therefore capable of self-sustaining their development are: - Sunglasses - Coats - Jeans - Sweatshirt

QUESTIONABLE MARKS Products that have been introduced more recently, which do not generate sufficient financial resources to guarantee development are: - Shoes - Bags

CASH COWS The products that generate more financial resources than they need, thus helping the deficit products, are: DOGS - T-shirt The weakest products probably to be disposed of - Sweatshirts are: - Coats - Underwear - Jeans - Swimwear In general, different item on the same categories can be a bestseller with an high ROI or a product that need a production and quality that coast to the company more money.

TRENDS Scandi style now influences our culture from bags to box sets, and it all comes down Acne Studios’ founder Jonny Johansson. Almost anyone have something that reflect the Scandinavian uniform, for example thick, fisherman-style jumpers, white minimal trainers, no-nonsense outerwear and lots of black. It is practical and warm, but also chic and hip.

Acne Studios, which launched in 1996, is arguably the ground zero of this Scandi colonisation although it has never been interested in this Nordic hegemony, and didn’t foresee it would end in high street domination.

Also the millennial pink color that Acne Studios made his own years before it had this name, is now a real trend.

Jonny compare his brand to oil Sander and Filippa K for the high end minimalism, neutrals and black style, but in contrast the Acne Studios brand is more colourful. He describes his designs as “maximalist minimalism”.

So, the Scandinavian way of being has become a valuable export, not just in fashion. Our houses are full of Scandinavian furniture (Ikea, Skandium or Made).

Jonny ì doesn’t like fashion because he isn’t interested in trends, preferring to design on a whim, a move which often baffles critics of his shows, but what he draws become a real and know style: the Scandinavian style.

SWOT ANALYSIS

S

W

TRENGHTS • • • • • • • • • • •

O

Well established reputation. Known for being a ‘different’ and innovative brand

Does not use conventional forms of advertising

Successful collaborations that have allowed the brand to highlight their quirkiness and creativity.

Recognisable and interesting retail space

Eclectic use of materials, custom developed fabrics and high attention to detail

Good location of stores around the world and in top online store.

Bags and packaging are very recognisable.

Social media presence

An experience of lack of money and the ability to go on.

Excellent quality, especially for denim.

Sustainability activities and transparency.

•

Improving online content and social media pages in order to interact with their customer more effectively

•

Create app’s to improve online experience for customers

•

Technology and enhanced customer experience in-store e.g. personalisation and iPads in store

•

Collaborations with other brands

•

Communicated through the use of their own magazine (Acne Paper) which allows them to reach the right people and establish integrity and authenticity.

PPORTUNITIES

EAKNESSES

• Lack of advertising and promotion

• Bad press from quirky/different designs ‘Hipster sandals given the boot for looking like charity brand’. Quirky designs have made the brand have to stop selling some products.

• No app for iPhone or Ipad – Losing out on the growth in e-commerce

• They stop to communicate through the use of their own magazine.

• Competitors expanding into the activewear market

• Market barriers

T

HREATS

COMPETITORS JW ANDERSON JW Anderson can be consider a competitor of Acne Studios because the two brands hold similarities in the fact they both do not look at designing clothes purely for commercial reasons both considering this a wrong approach. They create this space where consumers are free to dream and they both strongly believe in integrity.

The style is similar, but sometimes JW Anderson refer his clothes to young adults, neutral gender that want to experiment with style. So in this way they are similar. The price of JW Anderson is a little bit higher that Acne Studio, but they can be compared.

COMPETITORS ALEXANDER WANG The two brands Alexander Wang and Acne Studios can be competitors because both of them are young designers, with a strong vision and authentic approach.

Their style is similar, with clothes that reflect real life. Wang designs sportswear, but as Acne Studios, he want to take something simple and transform it into a luxurious and desirable object, abstract and stylish. The price of the Alexander wang brand is a little bit higher.

MARKETING MIX PRODUCT PRICE The range of Acne Studios product respond to a style The brand used skimming strategy to enter the high that is causal, ready to wear and very good quality. quality luxury market at high prices. They produce They have collaborated periodically with different artist product with a very high quality, and the customer of as Lanvin, to create unique artwork pieces. Acne Acne Studio know it, and prefer to spend more but to studios use style to entice the audience, from radical be sure of having a durable item.

designs and unit features. The pink bag fascinate many people, as anyone would like to have that packaging.

Their product are characterized also by exploration of fabrics and eclectic use of materials.

PLACE Acne Studios uses direct and indirect distribution channels, and has collections in department stores.

They have many stores in the most important cities, and the web site that let people to buy wherever they are. They use internationalisation because it is essential to their reputation and makes a significant contribution to their overall turnover.

PROMOTION Until 2015 there use Acne Paper. The brand used to stay very low when it comes to advertisement and social interaction with the general public. There main source to show themselves is the seasonal fashion show, showrooms, collaborations, and online however their consumer base is wide enough so they don’t need to espose the brand with advertisement.

S SPECIFIC

M MEASURABLE

A

R

ARCHIVABLE

RELEVANT

WHO - to reach out to wealthy young people.

WHAT - build loyalty with costumers, that should choose the brand for his ideals.

WHERE - Especially nordic countries, where there is a colder weather.

HOW - Creating a product of excellent quality, with good materials, durable over time and continuous experimentation.

WHY - They want to create a type of clothing that does not meet the classic fashion canons, but which express art, freedom, that should to be comfortable and chic at the same time.

T

objective TIME-BASED

Throw the knowledges of the team and brand resources, they what to create innovative collections, trying to not waste materials (example: Acne Repurposed Collection).

It is important that the product can be sell to continue to exist as a brand.

Nowadays people are looking f o r o r i g i n a l i t y, b u t a l s o something where they can recognise themselves and they can feel safe and approved. The Acne Studios style can become more popular and less for niches. At the same time, themes as sustainability, ethic production and durable product are becoming very important for people, and Acne Studio give an answer to this tipe on need.

ACNE PAPER Acne Studios studios avoid traditional forms of marketing and advertising, choosing instead to publish a biennial magazine called Acne Paper.

The purpose was representing all creative practices in the context of history, philosophy, science, journalism and other. They wrote about all of the things they were inspired of. Moreover, they wanted give cultural voice and space through interviews, prose, poems, essay. Those with fashion editorial, visual portfolios and artwork formulates its approach to the creative industry, its cultural voice and expression.

The headquarters of the magazine was in Stockholm and it had an office in Paris.

In 2006 Acne paper was exhibited at the Visionare Gallery in New York as part of the magazines exhibition.

2008 Acne paper n°4 won the D&AD (Design and Art Direction) award for Magazine and Newspaper Design – Entire Magazines, Magazine and Newspaper Design Front Cover, Typography – Magazine and Newspaper Design Homage as well as Photography – Magazine and Newspaper Design Homage.

The last issue was the 15th published in 2014.

•Editor in chief: Thomas Persson

• Frequency: Biennual

• Founder: Jonny Johansson

• Year founded: 2005

THEMES OF ISSUES • • • • • • • • • • • • • • •

N. 1 The City N. 2 Escapism N. 3 Education N. 4 Playfulness N. 5 Elegance N. 6 Exoticism N. 7 Tradition N. 8 Eroticism N. 9 Art/Spirituality N. 10 Legendary Parties N. 11 The Artist's Studio N. 12 Youth N. 13 The Body N. 14 Manhattan N. 15 The Actress Acne Paper 14th issue — MANHATTAN Saul Leiter photography portfolio

EXOTICISM 6th issue Summer 08 Cover by Terry Tsiolis Portrait of the dancer and choreographer Jonté shot by Terry Tsiolis.

In an interview of the 14th April 2008, Thomas Persson, the editor in chief and creative director of Acne Paper, spoke about the choice of the 6th issue, for which they chose the name “Exoticism”. They thought about it as an interesting topic to explore, being in an era of globalization and bland sameness. They look analysed what could possibly be considered exotic today, when all the wonders of the world are so readily available. Jonté, wearing a dress by Comme des Garçons, poses as a fantastical hybrid of African and Asian beauty traditions. Thomas Persson said that for him Jonté represents exoticism because of his uniqueness, his poise and his otherworldly beauty.

COLLABORATIONS Lanvin\ACNE T h e fi r s t s u c c e s s f u l collaboration was in 2008, the second one in 2010.

Acne's strength shows in the use of quality Japanese denim over typical wideshuttle woven alternatives, while the resulting inventive glamour of the dresses, skirts and tops comes from the signature drapes and flourishes of Lanvin's Alber Elbaz.

COLLABORATIONS "Snowdon Blue" T h e fi r s t b o o k published by the Swedish brand Acne: a collection of famous portraits made by the great photographer Lord Snowdon, during his brilliant career, characterized by the blue shirt, the artist's elegant iconic garment. (May 2012)

COLLABORATIONS Hilma af Klint

by Acne Studios Reproducing many of the abstract art pioneer's most famous works from the early 20th century, this new line consists of tshirts and sweatshirts for men and women, and a selection of accessories, including several scarves and shoppers.

COLLABORATIONS Acne Studios x Beni Bischof For Spring/Summer 2021, Acne Studios collaborates with installation artist Beni Bischof on a range of printed jersey and fleece. The jersey prints feature selected artwork from Beni Bischof's art installation "Nici's Bar", exhibited in various locations and most notably at Galerie Nicola von Senger in 2018.

ACNE STUDIOS IN ITALY WITH BESIDE

Beside Communications manages Acne Studios.

Valerio Innella and Michele Leoni's agency handles communication in Italy for the Swedish brand as an institutional and product press office.

SOCIAL MEDIA Despite they didn’t want to use traditional forms of advertising, they use social media. But the frequency of its use is not so high, as many brands do. In fact, for Acne Studios, social media communication is not a massive factor they pay attention at.

They use FaceBook, Instagram, Pintrest and Twitter, to post their latest campaigns and photography for their consumers.

Generally they publish the same picture with a description just a little bit adapt on Facebook, twitter and instagram. On the contrary, on Pinterest they publish picture of the looks, that we can find also in the web page of Vogue runway. Apart from that, they don’t use social factors to advertise the store. They use models and influencer to show their products and it works.

Lately, thanks also to social media, Acne Studio is becoming more known and seen as a trend.

FACEBOOK TWITTER

INSTAGRAM

INSTAGRAM

PINTREST FACEBOOK

TWITTER

INSIDE INSTAGRAM They show the work behind a shop, explaining things that are generally considered uninteresting for the end customer. In this way, on the other hand, they create curiosity in seeing the store, and without talking about garments they excite the consumer, talking about the story behind their environments. Through the creation of emotions, they create in the consumer the awareness that by entering the Acne Studios store he will experience a journey into a beautiful and sophisticated facility, in addition to his shopping experience.

The exhibition of this video in the social network Instagram is innovative, and follows the change that the social network is undergoing, born as something where everything goes fast, with stories of 15 seconds and the possibility of scrolling various photos in a short time. The video in question lasts more than 4 minutes. As little as it may seem, in a platform like instagram, 4 minutes of video is a lot. But Acne Studios is not the only one to have made the decision to tell a part of their story through this social network. In fact, Instagram is increasingly becoming a vehicle for communications, discussions and information.

WEB SITE

The Acne Studio web site allow people to buy any items from everywhere. It is simple and minimal, focus just on the selling purpose. We can’t see relevant information about the brand in an instant way, but just informations about orders.

On the web site there is the possibility to take an appointment in the store that you prefer or virtual.

“Acne Studios By Appointment” offers to costumer to take a moment to have a personal shopping service, in a friendly and intimate in-store environment. If someone need help and particular attention to choose an item, the Acne team has the styling skills and in-depth brand knowledge to help to find what people need, giving relevance and adapted to the individual style. After having completed the By Appointment registration, a member of the team will contact the costumer by phone or email to confirm the appointment and discuss of same individual needs.

For the virtual in-store appointments, people can contact the store via email and they respond within 24 hours.

https://paolorizzoarchitect.com/tag/acne-studios/

https://www.elledecor.com/it/viaggi/a29835541/nuovo-headquarter-acne-studios/

https://www.theguardian.com/fashion/2018/oct/28/acne-studios-jonny-johansson-the-designer-who-started-millennial-pink

https://www.iodonna.it/moda/news/2021/02/12/upcycling-moda-sostenibile-behen-riciclo-creativo/?intcmp=googleamp-html

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https://www.netbabyworld.com

https://www.youtube.com/watch?v=3deoHXGzYtc

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