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P Y E R M O S S

Taylor Boykin Business Development Plan SCAD Luxury and Fashion Management Portfolio

Executive Summary

This report will research into Pyer Moss' history, analyzing key focus points which the equity and visual identity come together to form the brands personality, whilst reviewing the brands product portfolio to assess how their advertisements meet the needs of consumers. Furthermore identifying their target market and how the brand plan to expand to meet the needs of emerging markets using research analysis.

Finally reflecting on the brand strengths and weaknesses to provide recommendations on improving success and elevating the brands image and sales in the future.

Contents Executive Summary Introduction: Brand History Branding Target Market Competitor Analysis Marketing Mix SWOT Analysis Staying Ahead Conclusion Bibliography

Introducing Pyer Moss Pyer Moss was founded in 2013 by Kerby Jean-Raymond. Jean-Raymond describes the brand as an “art project” or “a timely social experiment” at times. JeanRaymond first came into the spotlight for his presentation of Pyer Moss' Spring 2016 Menswear Collection during New York Fashion Week. The show highlighted police brutality, referencing the Black Lives Matter movement through use of video, street art, and fashion. Pyer Moss aims to use its voice and platform to challenge social narratives and evoke dialogue.

Pyer Moss, won the FGI Rising Star Award in the menswear category in 2014. Also in 2014, he was a finalist in the DHL Exported Prize presented by IMG Worldwide. He was recognized by the Forbes 30 Under 30 list in 2015. In 2018, Kerby Jean-Raymond won the most prestigious award at the fifteenth CFDA/Vogue Fashion Fund Awards.

Pyer Moss continues to redefine itself every season with collections and runways that combine storytelling, activism, debate, theatre and social commentary; all while using collaboration with artists and brands as a medium to further the dialogue around seasonal themes.

"Pyer Moss" is a combination of JeanRaymond's mother’s American and Haitian name, Vonya Moss. She changed her name to "Pye" when she moved to America. It was spelled it P-Y-E in Haiti, but when she came to America, it was changed it to P-I-E-R-R-E. She passed away when he was seven 7 and one of the last pieces of paper that he had from her she wrote “Pyer.” So "Pyer Moss" pays tribute to his mother. The Pyer Moss logo is a monogram-like symbol that stacks the letter “P” on top of the letter “M,” or conversely, a “M” that holds up a “P.” The symbol grew out of imagery that resonated with the designers and JeanRaymond during their research: a drawing of Atlas carrying the world on his shoulders, and the shape of a loudspeaker or megaphone. The symbol evokes a sense of connection, amplification and support.

Branding

Brand Name and Identity

Brand Personality & Essence Pyer Moss celebrates the African American experience in all of its intricacies, beauty, and historical context; and with each successive collection, he’s pushed the concept of the brand’s inclusive mantra, “American Also,” a step forward. His work embraces a sense of nostalgia in fashion, especially in streetwear, and he aims for the brand identity to feel new but also timeless and lasting. Jean-Raymond has consistently put forth an uncompromising vision of style, informed by the power of blackness.

Brand Values Pyer Moss values are craft, connection, balance, strength, outspokenness and perseverance.

Target GroupIncome- Pyer Moss caters to both the middle and upper class and offers products ranging between mid- priced and premium.

Age- Adults, 21+ years and older Gender- Pyer Moss has a range of merchandise that caters to both men and women PositioningPyer Moss has positioned itself as a brand associated with street wear, sports wear, and is now transitioning into a viable luxury menswear and womenswear brand It launched ad campaigns with various tag lines to show itself as a Cultural statement fashion label . For example with its "American, Also“ collection.

Pyer Moss is sold limitedly and in no particular schedule at exclusive high-end boutiques worldwide.

Jean-Raymond has used his designs and his platform to celebrate black culture and promote matters outside of the industry. The designer constantly redefines what fashion is by challenging social narratives in America today.

Taget market

SegmentGeo- Pyer Moss operates in the US Age- Pyer Moss’ primary focus is on the age group of 21-40 years.

Income- Pyer Moss has products ranging between middle and high end customers.

Key Competitors Off White Is a street wear brand owned by Virgil Abloh. The Italian streetwear brand is ranked number one for the second time in a row on the list Hottest Brands of Lyst. Off white and Pyer Moss both share the same consumers and luxury market. Off White has reached a bigger audience due to collaboration with brands and designers such as Nike, Levi, Rimowa, Jimmy Choo, IKEA, Moncler, Browns, Warby Parker, SSENSE, Sunglass Hut, Champion and more.

Laquan Smith Is a luxury womens wear brand founded by LaQuan Smith. Smith has built a cult following through his diverse network of high-profile celebrities, including Beyoncé, Rihanna, and Kim Kardashian, and is dedicated to making women feel strong and empowered through his designs.

Jacquemus Is a french luxury womens wear brand by . Pyer Moss and Jaquemus share the same demographics and also have a similar style of clothing.

Jacquemus modernist and spirited take on womenwear coupled with stroke of genius accessories, second to none campaigns and a totally awe-inspiring Instagram feed has rendered literally every collection a social media phenomenon.

JACQUEMUS

Marketing Mix

Product The Pyer Moss collections are produced in New York City, Italy and Portugal. Pyer Moss’ flowing gowns, structured jackets and effortless trousers are luxe and ofthe-moment. Sneakers and other streetwear essentials feel fresh and cutting edge. Expect 'spiritual sportswear' in the form of graphic T-shirts, hoodies, sweatshirts and tailoring that puts African American narratives firmly on the map.

Promotion

Jean- Raymond creates awareness through new visual collections. celebrity endorsements, and models who promote his clothing on. social med. His collaboration with reebok also put his work in the spotlight as well as other collaborations with notable companies.

Price While Jean-Raymond has worked directly with show-stopping, big names like Usher and Erykah Badu, don’t think his clothes are just for the few and the famous. Pyer Moss is for the people, and his collaborations with Reebok have helped make his wares all the more accessible to his ever-growing and ultra-intrigued audience. You’ve got the logos, and the entry level price point, it’s affordable for [the younger consumer],” says Kimmance.

“And then you’ve got the evening dresses…

So for the consumer, it’s a diverse option.”

Placement Currently, Pyer Moss is stocked at Ssense, NET-A-PORTER, Rent the runway and FWRD online, and also in retail stores in North America, Europe and Asia.  The label has recieved amazing feedback [for the last collec tion] and stores are going to start taking notice and see that Pyer Moss is on the map.

S T R E N G T H

SWOT Analysis Label demonstrates strong sense of social justice Sports wear and street wear Exclusivity Products are made not only in the premium range but also in mid-range.

Has won the CFDA/Vogue Fashion Fund award The brand has been able to successfully collaborate with Reebok, increasing its sales as well as Pyer Moss

Pyer Moss does not try to keep up with the rest of the industry when producing more products.

He prefers to move slower and avoid being seen as just a "trending brand". Needs to collaborate more with reputable brands and have celebrity endorsements.

W E A K N E S S

O P P O R T U N I T Y

Pyer Moss can expand the women selection and introduce accessories Collaborations with luxury brands will increase exposure Open a brick and morter store

The brand faces threat from other competitive everyday brands in terms of pricing as well as availability Global slowdown and recession can decline the luxury market Competitors in the same industry provide a similar range of clothes and accessories, this can reduce Pyer Moss’ market share

T H R E A T S

Staying Ahead Based on the the SWOT Analysis, my strategies and recommendations for the Pyer Moss brand to grow as a label, is to increase collaborations with other luxury brands that such as Fenty by Rihanna that will provide more exposure for the brand. Pyer Moss should also introiduce accesories to his brand, in order to maximize on sales and deliver more options to its consumers. Lastly, while Pyer Moss is found in other retail stores, opening a brick and mortar store in New York will making product more accessible and visible to consumers.

Collaborations with Fenty by Rihanna

Fenty is a luxury brand by Robyn Fenty (Singer Rihanna) Pyer Moss and Fenty share many of the same values, goals, styles and target audiences. Pyer Moss and Fenty should come up with a strong, women's collection to produce This collaboration growth of luxury material and allow Pyer Moss to focus on growing his women's line while also growing more in popularity amongst both Fenty and Pyer Moss Consumers. What consumers admire about these brands is that each holds its own power and uniqueness. This would be a different but smart strategy for Pyer Moss that wil provide him more exposure and substance in the industy

Accesories Pyer Moss Belts, Hats, Purses, Eyewear, Jewelry, Shoes, and Swim Wear ,

Pyer Moss Coming Soon!

Designed like museum Yellow walls Products placed in glass boxes Visual playing throught the store on screens

Conclusion Pyer Moss is a strong , fashion brand on its way to the top. Its success thus far as a company of only 7 years has grown tremendously and is contuning to break boundaries and take over the fashion industry. Kerby JeanRaymond is iconic fasshion designer that keeps us on the edges of our seats waiting to see what hes got coming next,

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https://hypebeast.com/2018/10/pyer-moss-kerby-jean-raymond-october-digitalcover-jerry-lorenzo