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Fashion Brand Workshop Issey Miyake
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MASTER IN FASHION MANAGEMENT 2012-2013
Group 1Oyku SayAshna MehtaKim Young HoeVictoria BychenkoGiorgia Alioto
FASHION BRAND WORKSHOPPLEATS PLEASE BY ISSEY MIYAKE
Launch of brand new Pleats Pleaseon the Italian Market
Project LeaderAnnamaria Tartaglia
Project AssistantCaterina Lunghi
1/22
MASTER IN FASHION MANAGEMENT 2012-2013
Issey Miyake/DESIGNER & PRODUCTS
Japanese Designer, Architect, Creator, Innovator
Inspiration: Nature, Design, Meetings
Ultimate Goal: Quest for the essential
2/22
MASTER IN FASHION MANAGEMENT 2012-2013
Issey Miyake/PERFUMES
1992A fresh floral aquatic fragrance
1992A sun drenchedfresh floral aquatic fragrance
2009A warm feminine floral fragrance
2009A woodyfloral fragrance
FOR HER FOR HIM
1994A spicy woody citrus perfume
2012A fresh woody perfume
3/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/HISTORY
February: "ISSEY MIYAKE” collection, New
York. November: Established
ISSEY MIYAKE INTERNATIONAL INC
1971
1993 PLEATS PLEASE
1997
PLEATS PLEASE Brook Street, London
1998 PLEATS PLEASE Soho, New York
2000 PLEATS PLEASE
Aoyama La Palace, Aoyama
1999
PLEATS PLEASE Rue Rosiers, Paris
2005
PLEATS PLEASE "BIG BANG" exhibition at the Center G. Pompidou,
Paris
2007 PLEATS PLEASE Tokyo Midtown
2010
BAO BAO By Issey Miyake
2012 PLEATS PLEASE PARFUM, Paris
2013
PLEATS PLEASE PARFUM, Italy
The garments are first cut and sewn from 100% polyester two-and-a-half to three times larger than
the finished garments, before being sandwiched between layers of paper and fed into a heat press
to be ‘cooked’. Everything is worked: dresses, cardigans, skirts,
shirts and pants. They are at the same time very functional and practical. They can be put away and
travel easily, no ironing is required, they can be washed in the machine and dry in minutes.
The forms are simple, the colors and prints vary ac-cording to the inspiration of the creative team of
the House
4/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/PERFUME
“the perfume that moves you”
The bottle borrows facets of the famous bao bags from the Pleats Please collection
Surprising, unexpected, yet obvious
Asymmetric architecture
Colours: Fuchsia, Red, Yellow, Orange
Eau De Toilette30 ml : € 40,50 |50 ml : € 63,50 |100ml : € 88,00
Moisturising Body Lotion 150 mlDeoderant Spray 100 ml
5/22
MASTER IN FASHION MANAGEMENT 2012-2013
Issey Miyake/VALUES, PERCEPTIONS, AWARENESS
UNITED STATES OF AMERICA
FRANCE U.K
JAPAN TAIWAN
SOUTH-EAST ASIA
RUSSIA TURKEY
ITALY: Low Brand Awareness
ArtisticTimeless
Innovative
Conceptual
Niche
Avant Garde
Unconventional
6/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/TARGET CUSTOMER
7/22
PLEATS PLEASE Women between 25-35
Happy Optimistic Cheerful
PLEATS PLEASE
(secondary clientele) Women between 19-25
Young Energetic Playful
Experimental
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/COMPETITORS
YOUNG
OLD
FLORAL FRESH
Issey Miyake Pleats Please
Kenzo Flower
DKNY Be Delicious
Ralph Lauren Sport
Prada Candy
Marc Jacobs Daisy
Clinique Happy
Jil Sander Sport
Noir Cocheral
Moschino Cheap & Chic
Estee Lauder Beautiful Sheer
Elizabeth Arden Green Tea
8/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/SWOT
-Quality & Unique Product -Bottle - Innovative Design
-Knowledge of Perfume (BPI)
-Low Brand Awareness in the Italian Market -No Media Investment -Secondary Product Line -Niche Market -Conceptual
-New Markets
-Broader Customer Base -Invest in PR with social media
-Price & Investment Competition -Eco trends -”Girlfriend” perfume launch
S W
O T
9/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/MOODBOARD
FormShapeTextureGeometryColourfulEnergyIlluminationStructureMotion LightnessArtHappinessJoy
10/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/MARKETING & COMMUNICATION
11/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/BUDGET & TIMELINE
45% ADVERTISING(DIGITAL + PRINT)
15% SAVE
10% PRESS EVENT
10% COMPETITION
3% MOVING PLACE
20% POS MATERIAL2% BEAUTY ADVISOR+ TRAINING
12/22
March
April
May
June
July
August
September
October
Competition Announcement
Press Event
Launch +
Competition
Advertising Moving Place
Store Windows
Beauty Advisors Training
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/PRESS EVENT
Location: Spazio Bianca, Milan
Day : 18th April 2013
Invitees: 70 Journalists, Bloggers,
Local Celebrities
Gift: Pleats Please Perfume 30mlPleats Please Tshirt
13/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/PRESS EVENT INVITE
14/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/COMPETITION
Location: Fabbrica Del Vapore, MilanDay of Exhibition: 8-12th May 2013
Top 60 get shortlisted
Subject: Artwork, Installations, PicturesTextures, Geometric Shapes, Colours
Duration: 15th March - Prizes: 1st Summer Course at Parsons, NY
2nd Summer Course at Malaga, Spain
15/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/MOVING PLACE
16/22
2013 7.1-7.3Duomo in Milano
MOVING
2013 7.4-7.6Duomo in Firenze
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/MOVING PLACE
17/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/COMMUNICATION
18/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/COMMUNICATION
Websitesfashion.it, vouge.it,
style.it, elle.it
Blogstheblondesalad.com
italianfashionbloggers.comthefashionfruit.comthankgoditsfriday.it
joujouvilleroy.com
19/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/POINT OF SALES
800 Doors(500+300) 50 Especial Windows
Chain Stores:SephoraDouglas
La Gardenia(more visibility)
Local Stores:Especially in the
South
20/22
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/BEAUTY ADVISOR
21/22
Special training sessions in main cities: Milan,Florence, RomeLocal: Hotels to be definedPeriod: May 2013
Distribute pleats paperboard to let people try the fragance.They should wear colorful pleats dresses (on the weekends-1st two months), have a pleasant smile & good communication skills.
Have to know everything about Pleats Please & Issey Miyake. They shouldnt insist on people to try the perfume.
Welcome
Identification& orientationInitiate a relationship
Atmosphere
AmbianceShop & counterlayoutSignageGrooming & uniform
Touch & Feel
AccessInformationTesting
Advice
Needs & habitsAnswersObjections
Checkout
Payment & deliveryInvitation tocomebackSatisfaction check
MASTER IN FASHION MANAGEMENT 2012-2013
Pleats Please/BIBLIOGRAPHY
22/22
http://mds.isseymiyake.com/im/en/work/http://www.isseymiyake.com/brand/pleats_please.html
http://www.isseymiyake.com/brand/bao_bao.htmlhttp://www.isseymiyake.co.jp/HIKARU_MATSUMURA/en/
http://www.isseymiyake.com/brand/132_5.htmlhttp://www.isseymiyake.com/brand/me.html
http://www.isseymiyake.com/brand/haat.htmlhttp://www.isseymiyake.com/brand/issey_miyake_men.html
http://www.isseymiyake-watch.com/eg/watches.htmlhttp://www.isseymiyakeparfums.com/en/experiences
http://www.isseymiyakeparfums.com/en/experiences/harmonyhttp://www.isseymiyakeparfums.com/en/experiences/flowers
http://www.isseymiyakeparfums.com/en/experiences/please-the-worldhttp://www.youtube.com/user/IsseyMiyakeParfums
http://www.youtube.com/watch?v=RwJdSLSxYmM&feature=plcphttp://www.youtube.com/watch?v=WmNczv9jHcg&feature=relmfu
http://www.youtube.com/watch?v=9Rrak959wg0http://www.fragrantica.com/news/New-Fragrances/
http://www.fragrantica.com/perfume/Issey-Miyake/Pleats-Please-15464.htmlhttp://www.fragrantica.com/perfume/Issey-Miyake/Pleats-Please-Eau-de-Parfum-15997.html
http://www.fragrantica.com/perfume/Prada/Prada-Candy-12426.htmlhttp://www.fragrantica.com/perfume/Marc-Jacobs/Daisy-Eau-So-Fresh-10858.html
http://www.bpi-sa.com/issey-miyake.phphttp://www.bpi-sa.com/bpi-actualites_les_marques-en.php
http://babylingrkm.blogspot.it/2012/09/launch-party-pleats-please-by-issey.htmlhttp://www.facebook.com/pages/Pleats-Please-Issey-Miyake-/148749285267876?fref=ts
http://www.facebook.com/media/set/?set=a.426236320746412.84772.160442760659104&type=3http://www.atkearney.com/documents/10192/8290af55-fe14-4471-9fb0-183fd83ba922