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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)
+
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