C oncept Manual - HvA Kennisbank
Transcription
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 3 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] 4 5 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. 6 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. 7 8 9 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. 10 11 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. 12 13 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. 14 15 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. 16 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. 17 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. 18 19 Journal 20 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 22 23 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. 24 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. 25 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. 26 27 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- 28 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. 29 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. 30 31 Font Plantin Light: abcdefghijklmnopqrstuvxyz 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: abcdefghijklmnopqrstuvxyz 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. 32 33 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 34 Asia 3 points of sale US 32 points of sale 35