C oncept Manual - HvA Kennisbank

Manual
Therése Östelius
Exploring the contradictions in the modern woman
Concept
Contents
Motivation
Aims
Rodebjer
Target Audience
Journal Concept
Look & Feel
Mainstays
Technical Information
Publishing & Distribution
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Today, more and more fashion brands
expand their activities into other areas
than clothing. Creating marketing services
that are well matched with its consumer
emotions, brands today engages with their
followers by means of authenticity and
emotions. (Behrer and Van den Bergh 2011)
relationship at the same time as it sends out
a clear brand message to the reader.
My extensive research of the Swedish
fashion label Rodebjer shows a lacking
understanding for its target audience.
A second problem detected during this
research was the need of a brand experience
on which the target audience could get
attached to the brand emotionally. To get
closer and more trust from the consumer, a
band need to offer them something special,
something that attaches them emotionally
and gives them a brand experience. (Pine
and Gilmore 2007)
Motivation
By looking at what is important for branding
in the future, Melissa Davis concludes in her
book Branding – More than a name that;
“more values of the human has come to the
forefront, and therefore the value of a brand
will be measured on its engagement with the
audience.” (Davis 2005) This means that
the brand needs to respond the audience on
more than one level to maintain an exciting
and inspiring friendship with its customer.
In a world where the post-modern consumer
is in a constant seek for something real
and authentic; to survive Rodebjer would
need to respond to these needs. (Pine and
Gilmore 2007)
Recently, an article in NY Times stated that
“editing is the new brand investment and
consumers are much more likely to engage
with independent editorial content than
with conventional, purely product-focused
advertising”.(Pfeiffer 2012)
This research has led to the conclusion
that Rodebjer would benefit from
establishing a new and more authentic
way of communicating to their audience.
By creating a Brand Journal with editorial
content, they will not only be able to send
out a stronger brand message, they will also
find a more authentic way to connect to
their target audience.
Johan Lindberg, founder and creative
director of the brand J. Lindberg and BLK
DNM say’s that branded editorial “indirectly
gives texture to a brand, creates a feeling, an
environment”. In the end, editorial content
becomes a great way of creating a creative
Literature:
Behrer, M. and Van den Bergh, J. (2011), How cool brands stay hot: branding to generation Y. Kogan Page: London
Davis, M. (2005), More than a name: an introduction to branding. AVA: Lausanne
Pine, B. J and Gilmore J. H. (2007) Authenticity: what consumers really want. Harvard Business School Press: Boston
Online:
NY Times Alice Pfeiffer (2012) Editing as a Brand Investment. http://www.nytimes.com/2012/02/22/fashion/22iht-rbrand22.
html [Retrieved 9 march 2012]
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Bring awareness of the new collection.
Bring awareness of the brand.
Create recognition.
Rodebjer Journal aims to create an inspiring publication that will make the Rodebjer woman to
understand, connect with and be a part of the brand.
Aims
Cognitive aims
Affective aims
To connect emotionally with the target audience.
Make the audience understand the
Rodebjer’s brand vision.
Make the audience feel belonging to the brand.
Behavioural aims
Make the target audience buzz about the brand.
Visit the stores.
Visit the website.
Purchase of the collection.
The aim of this project is to create a new communication strategy for Rodebjer. That
translates the design and vision of the Rodebjer world into a branded journal that
opens up for a more dynamic brand that sparks inspiration and vitality among their
followers.
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Rodebjer Journal is affective communication tool that will enable Rodebjer to
reach deeper with the brand. By reaching the core of the brand Rodebjer can
communicate values that will engage them with their final consumer. By doing so,
Rodebjer will reach great brand equity.
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Rodebjer is an international fashion label founded
by the Swedish designer Carin Rodebjer in 2001.
Rodebjer has since then matured internationally but
continues to run off with the same philosophy as when
it started “Effortless elegance and sensuality at all
occasions is what we are aiming for. Our passion is
distinct silhouettes and the feel, weight and drape
of the fabric.”
Rodebjer
Vision
Rodebjer believes in a design philosophy
that is based on wardrobe essentials in
combination with items catching the
zeitgeist. They respect history and are
sensitive to the future, translating that
into both long-lasting style and fashion
forward items.
Mission
Rodebjer aims to offer effortless
elegance for progressive women at all
occasions, allowing women the luxury
to get on with life without restriction.
Values
Rodebjer’s values are all about
contradictions. Where the tension in
these contradictions is the spark of
inspiration. To balance on the verge
between rich and pure, Organic and
Minimalistic, Feminine and Masculine,
Complexity and Simplicity.
Collection
Rodebjer’s collection is to combine
wardrobe essentials with items that
breathe the spirit of the times. Their
distinctive silhouette and avantgardistic
designs has made her into a multiple
award-winning fashion designer.
Their passion for distinct silhouettes
comes to life through their use of weight,
drape and texture of the fabric.
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Brand Communication
Rodebjer up until now not done advertising
in the traditional way, as they say that they
prefer to invest in their products before
they start investing communication. Due
to the conscious choice of not using ad’s in
printed media Rodebjer has become a very
quiet fashion brand.
As the product is clearly in focus on the
website Rodebjer seem to have missed
out on inspire the visitor and fuel it with
brand values. It does not invite the visitor
to brows around the website and becomes
a destination purely for information and
purchase of the collection.
Contrasting feelings is important for the
visual expression just like with the collection.
Promotion
Logo
Rodebjer believes in brand ambassadors.
Though, they want these ambassadors to
take the initiative to approach the brand
themselves and not the other way around.
They see this PR activity as strengthening
the brand on a long-term level.
Typography
Look book’s is something Rodebjer has
worked with up until now to communicate
their collection. This has become a great
tool for showing the collection but not to
convey brand values. The Look book’s are
today rather simple and does not go further
with their values in the imagery and layout.
Just like collection, their brand logo
communicates their respect for timeless
style with respect to the future. Allowing
time to pass them by without loosing their
modern identity.
Rodebjer is using elegant and simplistic
typeface’s in their website and look
book. It symbolises the effortless and
elegant expression Rodebjer aspires to
communicate.
Stores
Rodebjer has two own stores today located
in Stockholm. They have around hundred
distributors on 15 different markets all
over the world, Sweden is still their biggest
market led by US.
Website
The website is easy to brows and is
accessible. They use a discrete background
colour where the images and its strong
accent colours brings focus to the garments.
Their website today works mainly as a
promotion for the collection and a section
of “discover“ is added with extract from
blogs who feature Rodebjer.
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Target
Audience
Independent and impulsive woman.
Confident in her self.
Nonchalant attitude to life.
Progressive lifestyle.
She could be 25, but she could also be 45, as
age is not so important she rather see herself
as ageless. In her view, ages only come with
restrictions and discernments.
Clothes and fashion is either her job or
her interest and she chooses for Rodebjer
since it fits her personality as the confident,
progressive yet playful woman she is.
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Her job is what occupies her and what
she lives for. She works within the creative
sector, either she is an up and coming
stylist or blogger or she is a well-established
theatre director or freelancer. What brings
them together is their progressiveness and
devotedness within their creative jobs.
Images are important for her, and therefore
she has got a lot of books with inspirational
images in her book shelf from all kinds of
fields like architecture, science, fashion and
history etc. Film is also important for her,
and she rather prefers to see a movie from
the Nouvelle Vague genre than watching the
latest commercial cinema.
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Building a family has not yet started to
interest her as her social life with friends
and colleagues is much more interesting and
important.
She spends her weekend with her friends over
a long brunch, a walk through the city and a
quick visit to any of the cities contemporary
art exhibitions. She lives by the day.
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Rodebjer Journal is the pulse of the brand. It is our
stage on which our influences and muses gathers
for you to be a part of. Exploring the brand though
the pages of a journal,We give you inspirational
content that defines our brand.
Journal
Concept
Strategy
Rodebjer Journal will not only set out a new
printed strategy, but also set the tone of a new
visual identity. The Journal will stand for the
basis of the visual language and will set the
rules for how editorial content is being created
and connected to the brand and collection.
This visual expression will also be expanded
into Rodebjer’s online channel at www.
rodebjer.com to further enhance brand values.
It is important that the online channel and the
Journal manage to maintain a relevant and
simultaneously attractive level to support each
other in the communication.
Vision
It is the contradictions that make the
woman alluring
Mission
To explore the tensions in the modern woman
Core Values
Documented yet Arranged
Organic yet Minimalistic
Mature yet Impulsive
This Issue
Exploring masculine traditions and
progressive female style.
Forthcoming Issues
Each issue aims to communicate same set of
core values. Where the upcoming collection
works as the starting point to assign a theme
for every new issue. Where the forms, colours,
textures of the collection helps to position a
concept in the context of each specific season.
Each issue brings something new and exciting.
By bringing in a new inspirational visual
expression into Rodebjer Journal they will
connect emotionally with the target audience.
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Journal
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Autumn Winter 2012
Exploring the contradictions in the modern woman
Maleness
Just like Rodebjer respects history and are
sensitive to the future, the Journal’s Look
& Feel has used this as a strating point and
translated that into both long-lasting design
and fashion forward imagery’s.
Look & Feel
Fashion Images
Progressive
Contrasting
Bold
The fashion images our take on the
zeitgeist. We use a mix of confident
images where she look straight
into the camera with images where
she nonchalantly looks away. All
to enhance the many sides of the
Rodebjer woman.
images, as a contradiction to the more
subtle content pages.
Background colours are used in
combination with a rather remote
location to enhance the contradictions.
Hard Flash is what symbolises the
imagery with a straight on attitude.
The bold use of colours is important
throughout the Journal’s fashion
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Layout
Confident
Straightforward
Journal Like
The Layout of Rodebjer Journal is just
like its readers; confident, uncomplicated
and modern. Whereas the imageries are
in bold, the typography stays rather
simple yet progressive. In combination,
it becomes the perfect mix of tradition
and future.
Contrasting images is a repeating
element throughout the Journal’s fashion
pages. Both in imageries and in use of
colours. By combining unrelated images
we enhance the contradictions in the
modern woman.
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The typography is rather refined and
sophisticated all to balance the Journal.
Images for articles etc. are most often
black and white, not to disturb the
fashion images.
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Tone of Voice
Honest
Inspirational
Confident
Rodebjer Fashion Journal speaks to a
generation who is willing to discover
contemporary fashion and culture
beyond the ordinary. We talk to our
followers by means of inspiration in a
straightforward and confident tone.
“Yes, I definitely enter
different roles in my daily
life too. I think my job
has enabled me to become
somewhat of a professional
in characters which
obviously also affects my
personal behaviour”
Text
Each issue comprises out of approximately six different pieces of writing. The written
part of the Journal is dedicated to topics that correspond to the issue theme, whereas
each individual text is dealing with their own subject matter. Each text has its own
format; creative writing, interview and article.
Text / Image Ratio
The Text/Image ratio is approximately 30 text and 70 image.
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There are a few mainstays in the Journal to keep
the magazine consistent and to bring recognition of
the publication.
Mainstays
1.
2.
1. Intro mood board
nal, as well as it refers back to the issue
theme.
Throws the reader into the essence of
each issue. A visual collage that set’s the
tone and theme for each specific issue.
This chapter is the first part of the Journal and spans together with the editorial
over the three first pages in the Journal
and the three last which binds all the
content together. The collages visualises
the contradictions that appeared in the
process of the collection and the Jour-
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2.
Editorial Letter
A short welcoming introduction of the
issue theme and this season of Rodebjer.
This mainstay is accompanied by the
intro mood board as these two correlates
and supports each other. The text is
approximately 250 words.
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3.
4.
3. Consultation
5.
This part of the Journal uses the seasonal references as starting point and will
illustrate what has been the foundation
of both the collection and the Journal.
4.
Accessory Shoot
This shoot focuses on the accessories
and will be closely related to the collection shoot. The collection shoot and
the accessory shoot should be created
closely to each other and by shoot by the
same photographers to keep the same
style.
Collection Shoot
Is the core of the Journal. This will raise
awareness of the new collection and set
the mood for that specific season. The
collection shoot and the accessory shoot
are presented together. The images are
spread out throughout the whole Journal.
5.
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Font
Plantin Light:
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a b c d e f g h i j k l m n o p q r s t u v xy z
Size: 200 x 290mm
Bleed: 3mm
Pages: 66
Printing: Offset
Binding: Glue Bound
with Dust Cover
Technical
Information
In Rodebjer Journal we use one type of font and uses size and different treatment of upper
and lower case and cursive to enhance the hierarchy in the layout. The Font, Plantin, has
been chosen for its sophistication and timelessness. The choice of font with its modern
approach will together with the layout, generate perfect Rodebjer feeling.
Plantin Light Italic:
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a b c d e f g h i j k l m n o p q r s t u v xy z
Rodebjer Journal is a printed magazine with
an offset between 3500 and 4000 copies.
Rodebjer Journal uses one sort of paper
throughout the magazine. We use a matt
115g unbleached paper.
The size of the Journal is 200 x 290mm. A
little smaller than a normal A4. Easy to take
along with you, and not too compact for its
content freedom in layout.
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It will be glue bound and wrapped with a
dust cover. The Dust cover will wrap the
Journal and enhance the sophistication of
Journal.
Rodebjer Journal is produced in fine print
with full colour combined with Pantone
colours at the highest quality in Belgium at
die Keure.
When
Rodebjer Journal is published biannually.
Total 102 points of sale
Where
Along with that, the biannual issue will also
be sent out when purchasing online at www.
rodebjer.com
Advertising Policy
How
Edition: 4.000 copies
Projected readership: 5 people per copy
20.000 readers per issue.
Publishing &
Distribution
Launched together with the season start
it appears like a confident free product
alongside the fashion collection in the stores.
We use the retailers who distribute Rodebjer
to create a circulation of the Journal and
in our own stores. The Journal will be sent
out to the distributors together with the
collection delivery.
Rodebjer Journal is a advertisement free
magazine. It aims to only communicate
Rodebjer’s collection although other brands
are allowed to be displayed when not in the
same field of business.
Production
Distributors
Sweden 53 points of sale
Europe 14 points of sale
Asia 3 points of sale
US 32 points of sale
Total 102 points of sale
The biannual issue will also be sent out when
purchasing online at www.rodebjer.com
When
Rodebjer Journal is published biannually.
Where
Launched together with the season start
it appears like a confident free product
alongside the fashion collection in the stores.
How
We use the retailers who distribute Rodebjer
to create a circulation of the Journal and in
our own stores. The Journal will be send
out to the distributors together with the
collection delivery.
Distributors
The production of Rodebjer Journal will have
its starting point internally. The concept and
theme will be created by the creative team of
Rodebjer as well as the creative directions.
Thereafter, the content will be out sourced
to free-lance photographers and writers,
both internationally and locally.
Launching
Rodebjer fashion Journal will be launched
together with the new collection. Together
they will make a strong combination. In
this way we can give attention to both the
Journal and the collection at the same
time as these are of equal importance.
Online presence
The visual language of Rodebjer Journal
will be extended into Rodebjer's home page.
The images from the collection shoot and
accessory shoot will be displayed when
entering the site. In the same way as the
web page today holds the same images
from the look book, the Journal photos will
complement these in the future.
The product pictures will remain the same
on the Web-shop to not interfere with the
commercial aspect of the images.
Sweden 53 points of sale
Europe 14 points of sale
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Asia 3 points of sale
US 32 points of sale
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