grand obscurity
Post on 27-Mar-2016
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creative team
TABLE OFCONTENTS:
brand obscurity;brand origins
Grand - symbolizes a magnificence of glamourObscure - inconspicuous, unseen
A cult brand maintaining an air of exclusivity.
spring/summer 2011:“a ne mess”
branding
blackVScalico
The Black Dress, by Valerie SteeleCollins design, 2007
inuences
The Western tradition funeral attire is essentially black,
as an expression of grieving
18th century
EASTERN INFLUENCES- JAPANESE AESTHETICS WABI SABI-CALICO-CAPE
WESTERN INFLUENCES- HEART-SHAPE BUSTIER- LEN- LENGTH OF SKIRT- SILHOUETTE-TRAIN-COLOUR
SIMILARITY: CAPE IS DRAPED AKIN TO A VEIL
shrouded;aesthetics
-APPEALS TO A WELL-DEFINED NICHE-CHANNELLING ELEGANCE YET RETAINING ITS RAW AND HARD EDGE LOOK-UNCOMMON AESTHETICS-UNUSUAL CHOICE OF FABRICS, MAXIMIZING POTENTIAL OF AN INFERIOR FABRIC
VIRGINIA POSTREL, “ A SIGN of BEAUTY.” in UNCONTROLLABLE BEAUTY.TOWARD A NEW AESTHETICS.
businessanalysis
PRICING STRATEGY- target profit not generated through volume sales but through quality in apparel and uniqueness ofdesigns.
PRICING METHODS-most realistic pricing method is psychological pricing, based on based on factors like product quality, popular pricepoints & unigue image translated to consumers.
PRICE POINT- S$150-S$1,200
POSITIONING STATEMENT- the concept embraces individual style that is timeless& versatile for everyday occasions.
conclusion
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