thom browne. - HvA Kennisbank

BRAND STRATEGY
THOM BROWNE.
1.2.3.
FOREWORD
THOM BROWNE. 1.2.3. This book informs you about the brand strategy for Thom Browne 1.2.3., a brand extension
of Thom Browne New York. It shares the same values as Thom Browne New York but caters
a different product category, thus market segment.
FOREWORD
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THOM BROWNE. 1.2.3. INDEX
INDEX
THOM BROWNE6
AMBITION8
THOM BROWNE 1.2.3.
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PRODUCT
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4
INDEX
PRODUCT BRANDING20
PRICE 22
PLACE 24
PROMOTION30
SOURCES34
THOM BROWNE. 1.2.3. INDEX
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THOM BROWNE
THOM BROWNE
In the 21st century, where jeans and t-shirt have become the average dress code,
Thom Browne’s world of jackets and trousers is the anti-establishment stance.
Non-conforming to the paradox of choice in casual wear, the brand reintroduces
the effortless idea of wearing a sartorial uniform. A pattern in your daily routine that
signifies differentiation rather than conformity.
Vision
Uniformity is refreshingly effortless.
Mission
THOM BROWNE 1.2.3. Thom Browne makes the everyday cool.
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THOM BROWNE. 1.2.3. 8
AMBITION
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THOM BROWNE. 1.2.3. AMBITION
In order to meet customer demands as well as enhancing brand growth,
the brand‘s ambition is to extend its vision into a more accessible product
category.
Through the brand’s nonconformist conformity, Thom Browne can differentiate
itself from classic luxury brand extensions by offering something everyday
conventional.
FOREWORD
Contrary to brand competitors, Thom Browne so far does not have a second
tier level of accessibility, resulting in stagnating growth. Interviews with the
mentality group as well as observations by Thom Browne flagship store have
revealed that there is a high demand in more accessible goods.
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THOM BROWNE. 1.2.3. THOM BRONWE 1.2.3.
THOM BROWNE 1.2.3.
Thom Browne 1.2.3. embraces the simplicity of the daily morning routine through a
product line of everyday essentials. Inspired by the same procedure everyday, the
products of Thom Browne 1.2.3. are defined according to the daily morning routine:
1. Eat Breakfast 2. Get Ready 3. Off to Work.
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PRODUCT
PRODUCT
In order to maintain a simple formula of 1.2.3., the line consists out of 3 products at a time, featuring one
product from each category. This formula changes seasonally.
11111
11111
11111
Eat Breakfast.
22222
22222
22222
Get Ready.
THOM BROWNE. 1.2.3. 33333
33333
33333
Off to Work.
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THOM BROWNE. 1.2.3. PRODUCT
PRODUCT
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Eat Breakfast.
This category is about the breakfast essentials needed to consume the first meal of the day, from
coffee mug to cereal bowl.
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THOM BROWNE. 1.2.3. PRODUCT
PRODUCT
Get ready.
This category will feature bathroom basics used throughout the daily morning routine, like razor or comb.
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THOM BROWNE. 1.2.3. PRODUCT
PRODUCT
Off to Work.
Reintroducing the value of pen and paper, this category will feature stationery classics.
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THOM BROWNE. 1.2.3. PRODUCT
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PRODUCT
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THOM BROWNE. 1.2.3. PRODUCT
Product Design.
PRODUCT
For the design of the products, Thom Browne’ value of Quirky Conservatism will
be considered from product choice to execution. Giving traditionalist Mid Century
Americana a youthful make-over, the products wil always be cool, masculine and
simple.
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PRODUCT
PRODUCT
Product Uniformity.
As uniformity is Thom Browne’s signature, all three products will share the same
colour and texture. In order to stay true to the Thom Browne design credentials, the
dominating color will be either white or medium grey, with R/W/B used as highlight
colors.
Product Materials.
THOM BROWNE. 1.2.3. The materials used for the products will be masculine and cool. There will be no
embellishments or excessive decoration.
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THOM BROWNE. 1.2.3. PRODUCT BRANDING
PRODUCT BRANDING
THOM BROWNE.
1.2.3.
‚1 2 3‘ is added to the general brand logo. Placed at the bottom of the products.
Font: Arial Narrow
Size: Thom Browne - 17pt
1.2.3. - 11 pt
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THOM BROWNE. 1.2.3. PRODUCT BRANDING
PRODUCT BRANDING
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R/W/B.
The products will be branded with the corporate R/W/B color strip for brand recognition and conceptual
reference to the 3 products of Thom Browne 1.2.3.
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THOM BROWNE. 1.2.3. PRICE
PRICE
In order to meet the purpose of making Thom
Browne more accessible, the prices of Thom
Browne 1.2.3. will always stay below those of
ready-to-wear.
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However, when looking at the other end of the spectrum, Thom Browne 1.2.3. averts
additional extravaganza. This results in more moderate price points than indulging
high-end specialists.
PRICE
Strategically defining a price segment, the brand is following its brand mission of
making the everyday cool. This means, that Thom Browne 1.2.3. will sold at more
exclusive price points than convenience products, as they are design-driven objects.
THOM BROWNE. 1.2.3. PRICE
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PLACE
PLACE
Thom Browne 1.2.3. will be sold through 4 different channels, in international cities.
The main focus will lie on Thom Browne’s key markets: US East Coast, Central
Europe and South-East Asia. If the brand extension is successful after one year, the
availability will slowly spread more widely. To maintain the brand value, the items
will be sold in a fashionable context.
THOM BROWNE. 1.2.3. 1) Monobrand Stores
2) Department Stores
3) Concept Stores
4) Online Retailers
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THOM BROWNE. 1.2.3. PLACE
PLACE
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Monobrand Stores.
As the Monobrand Stores in New York and Tokyo form the flagship of the brand, they offer the entire
range of Thom Browne, including Thom Browne 1.2.3..
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PLACE
PLACE
Department Stores.
Thom Browne 1.2.3. will be sold in unconventional department stores, like Colette
in Paris and Dover Street Market in New York, London and Tokyo. Within their
assortment, Thom Browne 1.2.3. can stand out through its conventional product
line.
Besides selling in their retail spaces, Thom Browne 1.2.3. can also benefit from the
online shop channels of these department stores, in order to reach an international
clientel.
THOM BROWNE. 1.2.3. If the brand extension is successful after one year, the distribution will expand
towards more conventional department stores, that also sell Thom Browne readyto-wear, such as Barneys New York or Le Bon Marché, Paris.
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THOM BROWNE. 1.2.3. PLACE
Concept Stores.
As the webshop of these stores are a popular shopping destination, Thom Browne
1.2.3. will also benefit from these channels. The line will be made available through
these webshops, in order to maximize reach.
PLACE
In order to further make Thom Browne 1.2.3. accessible, Thom Browne will be
available in concept stores, selling other items besides clothing. Examples are OkiNi in Newcastle, Voo Store in Berlin and Broken Arm in Paris.
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PLACE
PLACE
THOM BROWNE. 1.2.3. 1. EAT BREAKFAST
2. GET READY
3. OFF TO WORK
Thombrowne.com
The items will be available through the Thom Browne online shop, however, as Thom Browne does not
prioritize its online distribution channel, the webshop layout will not be renewed.
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THOM BROWNE. 1.2.3. PLACE
Online Retailers.
PLACE
Thom Browne 1.2.3. will also be sold through selected online retailers, who sell a
range of accessories and lifestyle products, besides ready-to-wear. Examples are:
mrporter.com or ssense.com. These channels reach an international clientel without
generalising the products and brand.
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THOM BROWNE. 1.2.3. PROMOTION
PROMOTION
Sticking to its conservative and masculine roots, Thom Browne is not keen on
excessive promotion. The brand follows the show-don’t-tell approach, focussing on
the fashion shows for press, as well as story-telling retail spaces. Online platforms
are purely used for social media in order to promote the two former.
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THOM BROWNE. 1.2.3. PROMOTION
Pop Up Installation.
The pop-up installation will be combined with launch events inviting people from the
fashion industry and press to preview the line and create a buzz.
PROMOTION
In order to promote the line, Thom Browne 1.2.3. will launch pop-up installations
which highlight the concept behind the brand extension. The installations will be
set up in suitable department stores in order to access a wide audience of brand
aficionados and new enthusiasts. The choice of location will be within the key
markets to cater the mentality group.
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THOM BROWNE. 1.2.3. PROMOTION
PROMOTION
Collection Presentation / Performance Piece.
As Thom Browne frequently uses performance throughout its fashion shows,
the brand will introduce Thom Browne 1.2.3. through a performance piece
complementing the F/W 16-7 show. The narrative will focus on the simplicity of the
daily morning routine.
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THOM BROWNE. 1.2.3. PROMOTION
Social Media.
Thom Browne uses social media to communicate the brand’s actions as well as
informing brand enthusiasts about press coverage.
Facebook.
Instagram.
Instagram is the brand’s main channel for social media, with the most followers
compared to other platforms. Thom Browne 1.2.3. hence will have its own account,
communicating about products, promotional news (i.e. pop up events) as well as
press coverage.
Twitter.
Thom Browne 1.2.3. will be communicated through the Thom Browne twitter
channel, however will have its own account if there is sufficient press coverage
after 6 months.
PROMOTION
Thom Browne 1.2.3 will initially be launched through the Thom Browne Facebook
page, which will communicate news about Thom Browne 1.2.3., together with
information about Thom Browne itself. If there is sufficient press coverage etc. after
6 months, Thom Browne 1.2.3. will launch its own Facebook page.
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SOURCES
SOURCES
page 7.
lioneldeluyphotography.tumblr.com. 2014. Lionel Deluy Photography. [ONLINE] Available at: http://40.media.tumblr.com/551e53e087412472699d3810a589ea03/tumblr_
n7e917pw7E1s5txglo1_500.jpg. [Accessed 10 May 15].
page 8.
selectism.com. 2009. Thom Browne at Pitti Uomo. [ONLINE] Available at: http://www.
selectism.com/news/wp-content/uploads/2009/01/thom-browne-pitti-uomo-5.jpg. [Accessed 10 May 15].
page 11.
trendland.com. 2011. Jean-Francois de Witte’s Still Life Photography. [ONLINE] Available
at: http://trendland.com/jean-francois-de-wittes-still-life-photography/. [Accessed 10 May
15].
page 13.
symmetrysymtom.tumblr.com. 2012. Symmetry Symtom. [ONLINE] Available at: http://
symmetrysymptom.tumblr.com/post/6319539166. [Accessed 10 May 15].
page 14.
vanvincent.nl. 2014. Delta Lloyd. [ONLINE] Available at: http://www.vanvincent.nl/filter/
portfolio/delta-lloyd. [Accessed 10 May 15].
THOM BROWNE. 1.2.3. page 15.
minimalissimo.com. 2015. Envelope. [ONLINE] Available at: http://minimalissimo.
com/2013/04/envelope/. [Accessed 10 May 15].
page 25.
haberdasherstandard.com. 2014. Brand Story Thom Browne. [ONLINE] Available at:
http://2.bp.blogspot.com/-vJikD91SHF8/UCxOw7SJUcI/AAAAAAAACqs/OlZK3ENJ47s/
s1600/TB+Shop+1.jpeg. [Accessed 10 May 15].
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