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MASTER IN FASHION MANAGEMENT 2012-2013 Group 1 Oyku Say Ashna Mehta Kim Young Hoe Victoria Bychenko Giorgia Alioto FASHION BRAND WORKSHOP PLEATS PLEASE BY ISSEY MIYAKE Launch of brand new Pleats Please on the Italian Market Project Leader Annamaria Tartaglia Project Assistant Caterina Lunghi 1/22

Fashion Brand - Pleats Please

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Page 1: Fashion Brand - Pleats Please

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

Page 2: Fashion Brand - Pleats Please

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

Page 3: Fashion Brand - Pleats Please

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

Page 4: Fashion Brand - Pleats Please

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

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Page 5: Fashion Brand - Pleats Please

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

Page 6: Fashion Brand - Pleats Please

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

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Page 7: Fashion Brand - Pleats Please

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  

Page 8: Fashion Brand - Pleats Please

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

Page 9: Fashion Brand - Pleats Please

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

Page 10: Fashion Brand - Pleats Please

MASTER IN FASHION MANAGEMENT 2012-2013

Pleats Please/MOODBOARD

FormShapeTextureGeometryColourfulEnergyIlluminationStructureMotion LightnessArtHappinessJoy

10/22

Page 11: Fashion Brand - Pleats Please

MASTER IN FASHION MANAGEMENT 2012-2013

Pleats Please/MARKETING & COMMUNICATION

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Page 12: Fashion Brand - Pleats Please

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

Page 13: Fashion Brand - Pleats Please

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

Page 14: Fashion Brand - Pleats Please

MASTER IN FASHION MANAGEMENT 2012-2013

Pleats Please/PRESS EVENT INVITE

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Page 15: Fashion Brand - Pleats Please

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

Page 16: Fashion Brand - Pleats Please

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

Page 17: Fashion Brand - Pleats Please

MASTER IN FASHION MANAGEMENT 2012-2013

Pleats Please/MOVING PLACE

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Page 18: Fashion Brand - Pleats Please

MASTER IN FASHION MANAGEMENT 2012-2013

Pleats Please/COMMUNICATION

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Page 19: Fashion Brand - Pleats Please

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

Page 20: Fashion Brand - Pleats Please

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

Page 21: Fashion Brand - Pleats Please

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

Page 22: Fashion Brand - Pleats Please

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

Page 23: Fashion Brand - Pleats Please