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Brand CollaborationModule 7Jackie QuilarioShraddha Kutty

+Table of Content-Brand History

-Different Brand Collaborations

-Benefits to the Consumers

-Mission Statements

-Competitor Analysis

-Collaboration Proposal

-SWOT Analysis

-Unique Selling Point

-Target Market

-Marketing P's

+Brand History: YSL/Saint Laurent

Yves Saint Laurent born on August 1, 1936 in Oran, Algeria

1961 YSL founded by Yves Saint Laurent and Pierre Berge

In 1966 he created arguably one of the most famous classic tuxedo for women –‘Le Smoking’ suit

• 1966 YSL introduced luxury ready-to-wear; Saint Laurent Rive Gauche

+Brand History: YSL/Saint Laurent

1999 YSL bought by GucciGroup/ PPR/ Kering

June 1, 2008 The Designer died in Paris on from brain cancer

2002 Closing of Haute Couture House, Designer retired

2012 Saint Laurent Rive Gauche: The Revolution is launched

2012 Heidi Slimane takes over Creative Director

2012 Re-branding

Sales experience strong growth, especially in ready-to-wear

+Brand History: Converse

1917 Converse All Star-the 1st Basketball shoe

Chuck Taylor for the Low Cut All Star

1962 Low Cut All Star sneakers make their colorful debut

• 1972 Print Ad for Sears

1936 Chuck Taylor designed White All Star High Tops for Team USA at the Olympic Basketball championship

+Brand History

1984 Team USA wins gold at Olympic Basketball championship wearing Convese

2005 Converse launches Dwayne Wade Shoes

• 2008 Converse celebrates 100 years anniversary with Converse Century

+ Types of Brand Collaborations:NIKE x LEVI’S 2012

USA Team 511 Skateboarding Jean $198511 Skateboarding Jean $98Denim Trucker Jacket $128Omar Salazar LR shoes $85Dunk Low Pro SB $98

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Inspired by Japanese ‘boro’ patchwork with three different suedes creating a mismatched effect and lined with luxurious Angora hair.

Genuine sheep wool lining, with shearling, knit sweater material. Interior is lined with faux fur.

1970 Zip - Cashew

$200$250

Types of Brand Collaborations:CONVERSE X MISSONI FALL 2014

Chuck Taylor Hi 1970 Zip

+ Types of Brand Collaborations:KANYE WEST x ADIDAS ORIGINALS 2015

Initial run with only 9k pairs. Purchase to be booked via “Confirmed” Adidas official app

$350

+ Consumer Benefits

High-end piece for everyday wear

Comfort + Luxury

Affordable price range

Exclusivity// One-time collaboration

+ Brand Collaboration: Mission Statement

“Saint Laurent Paris aims to create and market highly desirable products through innovation and unparalleled quality and design” (Kering Report, 2013)

Converse believes that “unleashing the creative spirit will change the world.” (Converse.com)

+Competitor Analysis

Vans // Born 1930, The brand primarily makes skateboarding shoes and other types of sneakers catering towards the extreme sports youth

K-swiss // Founded 1966, K-Swiss, Inc. is one of the fastest-growing athletic shoe companies in the footwear industry. It remains one of the most influential sneakers of all-time, winning numerous awards for excellence and success over our nearly 50 years in existence

Adidas // Founded 1949, They offer consumers products from street fashion to high fashion, all uniquely inspired and linked to sport

+Competitor Analysis:Vans (Parent, VF Corporation)

+Competitor Analysis:K-Swiss (Parent, E-Land)

+Competitor Analysis:Adidas Group

+Competitor Analysis

Prestige Price

Exclusivity

Affordability

Mass Market

+SWOT AnalysisStrengths

Strong Reputation & Heritage

Affordable

Timeless piece

Innovative

Weaknesses

Lack of Recognition - Brand Identity

Opportunities

Emerging new economies

Threats

Brand awareness & loyalty among youth

+Unique Selling Point

Simplistic design, which by wearing can generate a reinvented old-school essence

Modern, fresh & sophisticated

+Target Market

Age 20-40

Upper Middle Class Income

$45,000-$60,000

Includes savvy high school and College/ Grad students who appreciate the legacy of the brand (Converse) already

College/ grad students who are potential brand loyalists for (SL)

Alternative fashion

+Marketing 4Ps

Product // As a high end everyday piece. They serve a practical use. Chuck x SL provides self-expression, free-spirit and creativity for every owner

Price // Price point at $300.00-$350.00. With the luxury fashion price points can vary, according to customization

Promotion // Full-page advertisements in fashion publications (ex. Vogue, TeenVogue, Cosmopolitan, Elle). Others include via website, Facebook, Twitter

Place // Mid to High-end department stores. Also open to a worldwide audience who can purchase Chuck x SL products at home. (Eg. Macy’s, Saks, Selfridges, Debenhams, Dalston, Barney’s, House of Fraser)

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Sl/01h, Saint LaurentSignature court classic SL/01h$695

Collaboration Proposal:Chuck X SL

Leather All StarHi Tops$70

+ Collaboration Proposal:Chuck x SL/01H

+Brand Mockup

Shoe Box // In sole // Website

+Citation

http://news.nike.com/news/nike-and-levis-511-skateboarding-denim

http://hypebeast.com/2014/11/converse-missoni-ct70-zip-hi-cashew

http://www.highsnobiety.com/2014/11/25/converse-missoni-winter-2014-collection/#slide-5

http://kithnyc.com/collections/latest/products/converse-x-missoni-chuck-taylor-hi-1970-zip-brown

http://kithnyc.com/blogs/news/15871665-converse-x-missoni-chuck-taylor-all-star-1970-zip-cashew-kith-nyc

http://www.ibtimes.com/pulse/kanye-west-yeezy-boost-presentation-live-stream-price-release-info-feb-14-launch-1814670Converse%20Annual%20Report%20on%20Behance.webarchive

http://www.forbes.com/sites/onmarketing/2012/07/09/yves-saint-laurent-re-branding-an-icon/

http://chucksconnection.com/history1.html

http://www.fragrancex.com/products/_bid_yves--saint--laurent-am-cid_perfume-am-

lid_y__brand_history.html

http://www.vogue.com/tag/designer/yves-saint-laurent/

http://www.biography.com/people/yves-saint-laurent-9469669

+Citation

http://www.kering.com/sites/default/files/document/kering_ra-2013-gb.pdf

http://www.ysl.com/us/shop-product/women/shoes-sneakers-signature-sl01h-court-classic-high-

top-sneakers-in-black-leather_cod44635809co.html

http://sneakers.about.com/od/brands/p/Vans.htm

http://reporting.vfc.com/2013/financial_summary/index.html

https://www.converse.com/about/about-us.html

http://www.ysl.com/us/shop-product/men/shoes-sneakers-signature-court-classic-sl01h-high-top-

sneaker-in-black-leather_cod44635743fi.html#dept=shoes_men_

http://www.adidas-group.com/en/investors/strategy/global-brands-strategy/#/focus-on-the-consumer/

http://www.adidas-group.com/en/investors/strategy/global-brands-strategy/

http://careers.adidas-group.com/adidas/mission-and-values.aspx

http://careers.adidas-group.com/adidas/brand-history.aspx

https://www.kswiss.com/our-story

http://www.getfilings.com/o0001193125-05-087136.html

http://reporting.vfc.com/2013/consolidated_statements_of_cash_flows/index.html

http://reporting.vfc.com/2013/vans/index.html

http://www.referenceforbusiness.com/history2/93/K-Swiss-Inc.html

http://photon.101medialablimit.netdna-cdn.com/hypebeast.com/image/2015/02/kanye-west-for-

+Citation

adidas-originals-yeezy-750-boost-1.jpg?w=780

http://www.adidas.com/us/kanye