Fashion Design & Marketing
Gurbanova
Leyli
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Best of British | Mens Capsule Collection
John Lewis began in 1864 with the opening of the first shop in London's Oxford Street. 'Never Knowingly Undersold', is the unique promise from the company to its customers - that the price of any item they sell will always be as low as the lowest price in the neighborhood; it has been the company slogan for over 75 years.
John Lewis today stands for assured quality and value of the merchandize; the clothes are sophisticated and incorporate all of the characteristics of a traditional British look. John Lewis has a long history and strong values built throughout all the years of dedicated work. Quality and customer service are the main attributes that John Lewis proudly embodies. In the UK, John Lewis is the largest department store retailer, with 43 John Lewis shops (31 department stores, 10 John Lewis at home and shops at St. Pancreas International and Heathrow Airport) and a growing online business - johnlewis.com.
John Lewis & Co. and
London College of Fashion Collaboration Project
This projected involved the joint effort between four teams: Design & Marketing, Buying & Merchandising, Retail Branding & Visual Merchandising, and Marketing & Promotion to produce a capsule menswear collection for John Lewis & Co.
Our role, as designers, was to create a collection that would best celebrate "Best of British" culture and to capture the attention of a younger target customer. The final collection was planned to be situated in 10 stores on a 12 week lifecycle. At the end, each one of the teams presented the collection, along with its buying and marketing plans to the team of John Lewis & Co. buyers, which judged each one of the proposed collections and choose the best one.
Our proposed brand stretch, under the label "Dressmanship" was chosen by the buyer's team, as the collection, in their opinion, managed to communicate all the key messages to a younger target market, without compromising the existing John Lewis customer.
It was vital, for the name of the brand to encapsulate the essence of Britain. “Dressmanship” is a made up word, that as we felt, truly encapsulated the nature of the range, below, is a definition presented in a dictionary format, encompassing its meaning and significance.
Dressmanship [dres-muhn-ship]
“noun”
1. The art of bodily adornment; the use of quality clothing in a man’s self expression and representation.
2. A man’s style and youthful demeanor: impressive dressmanship; alluring dressmanship.
The main objective of Dressmanship is to provide lasting quality clothing to men that desire the ‘above and beyond’ in style. These reflect the style inspirations for the brand by incorporating British Heritage and Sports themes. All our products are synonymous with both quality and style epitomizing the best of British traditions and contemporary innovative finishing’s. Dressmanship is inviting everyone to take part and express a new age craft.
Brand Origin & Print Design
The brands origin developed from the following: craftsmanship and sportsmanship. It was taking a new spin on British traditional fashion, giving it an edgy injection of youth. The primary inspiration for this capsule collection came from British heritage sports, primarily Cricket. The use of the cricket ball stitching, along with a selection of wools and yarns, created fashion forward detailing that made the garments commercially viable.
The print used to line the garments, as well as an additional design feature, was especially developed for Dressmanship, from a collection of vintage cards collected by one of the team member's grandfather from old Will's & Ho. Wills cigarette packs.
The Brand Logo is a made up of John Lewis's own logo (presented above) and the logo of the brand extension. The logo has been incorporated into within the clothes, as shown below.
The print was adapted from the drawings on the vintage cards, and modified to fit the consumer preferences of today. I personally developed this print, and during the work process preserving the feel of the past, yet communicating a fashion forward brand image was my main concern. I incorporated the brand logo within the print to further expand on the notion of exclusivity within the brand identity.
Seeing as John Lewis & Co. is sold within its own department store, we have also included visual merchandising objects within our proposal to more effectively capture the attention of the customers, and further communicate the brand's identity.
John Lewis & Co.
iPad is an incredibly popular gadget within our target audience. This stylish, yet practical mens accessory can be used as an additional tool for attracting the new, younger customer, due to its distinct "gentleman" fashion.