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Mission and Goal
• Project: Create a limited edi4on of MCM for an event
• Goal: Use business and strategic toolkit to analyze MCM, understand how to make sense of the design for a brand
Brand Introduc4on
• Germany luxury brand founded by Michael Cromer in Munich in 1975
MCM
Mode Crea4on Munich
• Chairman and CEO: Sung-‐Joo Kim, since 2005
• Designer: • Michael Michalsky • Offices in 8 countries with over 70 bou4ques worldwide
Business Toolkit
2012/2013ss
Vision
• Life is a journey • The art of travel, the spirit of adventure • Provides the ul4mate luxury accessories to the most discerning interna4onal voyagers
• Evoking the romance of travel, believes in stylish func4onality and understated sophis4ca4on
Mission
• Innova4on and neo-‐classical design
• Master in tradi4onal craZsmanship
• Create a luxury accessories to interna4onal travellers
Core Values
• Its logo reflects the rich heritage of its past
Core Values • Its roots lie in the ar4sanal exper4se of German craZsmanship, constantly redefined by modern lifestyle
Core Values • Each piece is the work of fine craZsmen assembling superior materials with the utmost care
Core Values • Every product is personalized by a brass plate. • A work of art
Peripheral Values
• The craZsmanship is modern, young and sporty, built with a fine mastery skill and 4meless designs.
Core Consumer Profile
• Gender: men and women
• Age: no limita4on • Profession: professional and casual
• Personality: trendy, sporty, adventurous, ambi4ous
Main Trends
• Target global professional men and women
• More stylish, youthful and sporty
• Roman4c journey • Innova4on
• Leather Travel Goods – Superior-‐quality leather travel goods for the world’s seasoned travellers.
• Stylish and func8onal pieces – Handbags, small leather goods, luggage and clothing
• Other products – watch, jewelry, perfume and glasses
Significant Events
• MCM Brand Experience in London(7th to 15th July 2012)
– The third phase of illustrious Modern Mobility Project at the heart of the UK’s grand Metropolis.
Significant Events
• MCM Brand Experience in London(7th to 15th July 2012)
– Interact and share informa4on about the brand with Bri4sh locals.
Significant Events
• Live CraZsmanship Exhibi4on at Harrods (24th and 25th November 2012)
– ”handmade in Germany: The Art of CraZsmanship”
Significant Events
Making of a Cognac Visetos bag
• Cognac Visetos-‐durable and waterproof leather for business, for leisure and for travel.
• Mainly luggage goods and leather collec4on. • Printed with many MCM logos, which always remind customers the meaning
of this logo and the mission of the brand.
Iconic product
• Backpack – The most popular of the fashion-‐obsessed – Celeberi4es like Big Sean, Beyonce, Rick Ross and Jus4n Bieber has been indulging in the trend.
Products
– Evening bag – Limited edi4on of 2012 Christmas
– Inspired by luxurious accessories of crystal chandelier
– Colorful Swarovski crystals
– Shape of “M”
Products • Mina Collec4on -‐-‐-‐-‐ Lovely &Elegant
Blog news< The Queen of Bahrain Visits Our London Flagship Bou4que> They use a noble people as a typical customer to say that they make product for aristocrat. So unique becomes one of MCM’s traits. The approving of a Queen means the product is qualified by the noble people.
Communica4on
Event: Vougue Fashion’s Night out with MCM
Ø MCM Celebrates VOGUE Fashion Night Out in Shanghai .
Strategic Toolkit-‐Anthropology Approaching
2012/2013ss
Semio4c Analysis
Ø Logo: Ø The laurel leaves is evergreen tree represent the victory and honor from
Greek legend. Ø Crea4vity –Laurel leaves were commonly put under pillows at night to gain
inspira4on through dreams and its intoxica4ng proper4es are associated with prophe4c and poe4c inspira4on.
Ø Cleansing and Magical Anributes -‐ Laurel leaves surrounded the temple of Apollo to cleanse the soul before entering. It’s associated with purifica4on and was seen as a plant with powers of immortality.
Ø Achievement -‐ It has long been a symbol of victory. Laurel was given as a symbol to the winner in Pythian games.
Ø The diamond represent strength and durability.
Ø Myth beginning of the belief: Greek Mythology—the laurel leaves
Ø Rituals brand deep behavior: Ø create permanent classic and
success
Ø Signs symbolism in design language: the lener M-‐represents its cradle-‐Munich; with the laurel leaves
Ø Engrave logo on the golden brass plate(or even the users name engraved),each product gets one brass plate , like the medal for victory
Ø Vision MCM conveys the feeling of success in permanent classic, elegance and u4lity through the Bavarian premium craZsmanship Ø With the integra4on of modern design, represents the crea4vity and breakout of MCM
Legend Ø We chase bener life and victory with our hope and love. And laurel leaves are evergreen which represents the endless vigor and success .
Ø MCM can con4nually create its victory from its fabulous history and keep in the leading place of luxury travel products.
Event: Valen4ne’s Day
• Main codes of this event: -‐ A roman4c day -‐ A meaningful giZ can represent the commitment, love and wishes
Main codes of the chosen brand
• Roman4c, exquisite and classic • Heart-‐ shape lock • Lock your heart and your love • Tiffany blue
Contact: classic, 4meless design, roman4c MCM product, to some extent, carries and keeps memory of trip. Imaging on the blue ocean under an azure sky, travel with your love( like honeymoon) is the most roman4c thing.In order to keep these precious memories, Tiffany lock can surely be a perfect guardian to seal all these beau4ful affec4on for the love and make a commitment to each other.
• Differences: In visual iden4ty(VI), MCM’s color is dark and brown; Tiffany’s color is white and blue. It is kind of risk to make a visual link and integrate each other in design.
connected to the exis4ng Vision It con4nues and enriches the theme “life is a journey”-‐-‐no maner the journey or real life, going with love would be the most perfect journey. Meanwhile, exquisite handicraZs and limited customiza4on are also make people fascinated. The co-‐brand with Tiffany special for Valen4ne’s day, which is the best connec4on with romance and love.
Contribute to the exis4ng mission • Meet and create the fashion trend
• make a difference on the exis4ng image of products • A exquisite craZsmanship from Tiffany also can enhance the
user’s feeling of premium and exclusivity.
To reach this objec4ve successfully
The exquisite handicraZs represents a modern way of life and a life astude of yearning for freedom and the pursuit for self.
Connect to Myth • MCM: Laurel leaf from Greek mythology • To the life, love is the greatest emo4on for human.
Possessing love is one of our achievements in life. •
Connect to Ritual
Love is the highest prize for our endeavor in our life journey. Tiffany lock is the best material prize and proof for love.
New Legend
• Create a perfect travel no maner spiritually and materially. Possessing love symbolizes an achievement in spirit. Travel is a material success. So travel with your love, it is the perfect thing for life.
Mood Board
Key words: vintage, roman4c, young, summary, elegant, fresh
Design descrip4on Main elements: : chic street style mixed with vintage and a linle decora4onism style, embroidery or printed lace/vintage panern on fabric or PVC, with studs decorated, Plan4no metal plate with MCM logo Closure: Tiffany heart-‐shape lock Color: White as bonom color, Tiffany blue in panern, trimming,strip,zip and lining, plan4no chain strip Materials: White vernice/calf skin, ivory/plan4no round studs, PVC
Collec4on catalogue
Pendant suitcase Boston bag Tote Backpack
Package Design • White bag • MCM Logo printed in Tiffany blue • Silk handle in Tiffany light blue ribbon and with the same
ribbon, make a bow
Display
Thank you !