Fashion Design & Marketing
Gurbanova
Leyli
Kenzo
KENZO is known as “most Parisian of Japanese”, founded by a Japanese designer Takada Kenzo who was designing for the brand for 38 years. During his time in KENZO, he created a fashion world full of colours, patters, textures and unexpected mixtures. KENZO is very wide spread in it's product range, which is continually widening every year – from ready to wear for both men and women, accessories (iPhone covers, belts, gloves, handbags, key chains etc.), shoes, and their popular range of fragrances and skin care products, as well as furnishing fabrics and household art pieces.
 |
|---|
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
Kenzo | Starbucks
Brand Collaboration
About
This unit focused on finding a brand, that is struggling to uphold it's brand image within the market, and assist its development through a brand stretch or a brand extension, considering the current zeitgeist and the existing brand identity. This unit helped to gain broader understanding on how characteristics of a clothing brand could be reflected on non-fashion related items, yet enable the brand to increase their recognition on a mass scale eg. through a well known coffee chain.
The Concept
After Takada Kenzo retired in 1999, the house slowly dropped off the fashion radar, becoming more known in the U.S. for its fragrances and skin-care products than for clothes. The main aim of the proposed brand stretch is to regain brand recognition for KENZO within the UK luxury fashion retail market, reminding the customers about the brands long history, its values and most importantly – the creative, bold and eye catching brand identity. This will be achieved through creative collaboration in the most unexpected way. The brands original values will be kept through design theme that will be based on the latest trends, running as a theme throughout the whole collection.
Brand Stretch Proposal:
Kenzo & Starbucks Collaboration
KENZO as brand, has been targeting a much younger audience in their latest collections, and these fashion forward consumers are frequent visitors of the Starbucks coffee chain. It is a perfect place and a perfect match between these two worldwide brands. I, therefore, proposed a brand stretch in collaboration with Starbucks, to create a range of Japanese teas under the brand name of Kenzo, sold exclusively through Starbucks brunches, worldwide.
The creative directors of the brand today– Huberto Leon and Carol Lim that have been brought into the brand by LVMH in order to reinvigorate Kenzo and bring it back on the fashion radar. Since the duo has been brought into Kenzo, they have done numerous collaborations in all the creative fields from art, to music, to dance, in order to communicate the characteristics of brand.
Vans & Kenzo
The collection featured 7 variations of bold primary prints available in unisex sizes, with prices starting at £80.
Marawa the Amazing – hula hoop performing artist, performed at various Kenzo stores in Paris.
Kenzo & Starbucks – the brands already collaborated for the menswear fashion defile, where Kenzo designed a two-sided print for Starbucks thermos cups that were given out at the fashion show, from the special Starbucks van, along with doughnuts – to enjoy while watching the show.
Prints Variations seen on this page were developed especially for this unit, in order to incorporate them into the product packaging sold in store.
New Era & Kenzo collaboration driven by the main objective that the new creative directors want to inject into the brand – youthful spirit.
Click to view the
MARKETING PLAN
