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ROKSANDA ILINCIC
SUMMARY OF BRAND •BORN IN SERBIA – LONDON BASED •MA WOMENSWEAR ST MARTINS PREVIOUSLY STUDIED ARCHITECHURE •SOLD IN 36 COUNTRIES •STOCKISTS: NET-A-PORTER, BROWNS,THE OUTNET,SELFRIDGES • COMBINES OLD SCHOOL CRAFTSMANSHIP WITH SILHOUTTES TO MAKE IT RELEVANT TO THE MODERN WOMAN •INSPIRED BY YVES SAINT LAURENT •COLLABORATIONS WITH WHISTLES,DEBENHAMS & MATCHES •WORN BY CELEBRITIES: KATE MIDDLETON, MICHELLE OBAMA, SAMANTHA CAMERON, BETH DITTO, KEIRA KNIGHTLEY, FLORENCE WELCH
“My things are quite romantic, but they do have an oddness of colour and proportion. I hate it if people say ‘Oh, it's so pretty!’” -Roksanda Ilincic Vogue
•Eastern European influences
•Handcrafted
•Richly dramatic evening wear/modern boudoir look
COLLECTIONS
“I have mums sharing the same dress with their daughters.” -ROKSANDA ILINCIC
“I have women in their thirties and forties who need to dress appropriately for their job. I also have fashion forward clients… what unites them is that they are all modern independent women.” -ROKSANDA ILINCIC
CONSUMER PROFILE
COMPETITORS
• LANVIN PARIS’ OLDEST FASHION HOUSE , FOUNDED BY JEANNE LANVIN 1889, ELEGANT UTTERLY WEARABLE PIECES.
• ROLAND MOURET
“master of structure and silhouette”
“utterly wearable pieces that every woman wants”
“The Amanda Wakeley woman is ageless”
“His collections often have an Indian influence”
celebrity fans; including Madonna, Kate Middleton, Keira Knightley
SWOT ANALYSIS
UK CLOTHING MARKET Hilary Monk, senior retail analyst at Mintel commented that “the clothing sector was an above average performer in 2010 but 2011 has been much more challenging for fashion retailers.”
Source- Mintel
STRENGTHS & WEAKNESSES IN UK CLOTHING MARKET 2011
•BURBERRY NOW ALLOCATE 60 % OF MARKETING
BUDGET TO DIGTIAL MEDIA ( MORE THAN 3X AVERAGE)
BRANDS/ SHOPS/PRODUCT UPGRADES •TED BAKER – SOCIAL MARKETING CAMPAIGN (HARNESS THE WORD OF MOUTH POWER OF FB) SUCCESSFULLY CONNECTING THE INSTORE EXPERIENCE/ DEDICATED FB APP/BLOGGER OUTREACH
• DEBENHAMS : VIRTUAL POP UP STORES AT UK’S MOST FAMOUS LANDMARKS
The majority of people we spoke to hadn’t heard of Roksanda Ilincic but “liked her collections”
COLLABORATIONS
COMPETITORS USE OF TECHNOLOGY
PERCEPTUAL MAP HIGH TECH
LOW TECH
QUIET LOUD
Roland Mouret
Amanda Wakeley
Roksanda Ilincic
Issa
Julien MacDonald
Mulberry
Lanvin
Gucci
Matthew Williamson
GAP: Loud, Low tech
Burberry
OUR CONCEPT
“What I’m trying to do with my designs as well, is to make the dresses that I usually make just out
of one piece of fabric, so I'm using the
whole width of the fabric and just controlling the shape with the length. Its something that I like to have as my concept.” –Roksanda Ilincic
VISUAL MERCHANDISING WITHIN THE STORE
LABEL
BAG
HANGER’S
SUMMARY OF CONCEPT
• Open up her flagship store in London –boutique style (exact location?)
• Images of her inspirations on the walls to make a personal connection and to create a story behind her brand
• The interior design will reflect her brand equation
• Workshop with the store – alteration service?
“I hope there will be many Roksanda Ilincic shops in the world!” ROKSANDA ILINICIC
• STORE LOCATION – NEW BOND STREET , LONDON • INCORPORATE HANDCRAFTED THEME THROUGHOUT STORE • ORIGAMI BIRD INSPIRED BY THE LOGO • ONLINE VIDEO – “HOW TO CREATE THE ‘ROKSANDA’ CRANE “ Our concept will create awareness for the brand without losing the designers style, whilst creating a personal connection with the consumer through the store’s handcrafted design.
YOU ARE INVITED TO CELEBRATE THE LAUNCH OF ROKSANDA ILINCIC’S FIRST STORE
OPENING FEBRUARY 9TH 2012
COST
OF A
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THANK YOU FOR LISTENING KATIE FORD ASHLEE BLOOM EMILY SANDERS HANNAH LANDELLS CATHERINE WELLS
“the meek will inherit the earth but they’ll never shop Roksanda Ilincic”- style.com
The Roksanda Cranes