creative team

TABLE OFCONTENTS:

brand obscurity;brand origins

Grand - symbolizes a magnificence of glamourObscure - inconspicuous, unseen

A cult brand maintaining an air of exclusivity.

spring/summer 2011:“a ne mess”

branding

blackVScalico

The Black Dress, by Valerie SteeleCollins design, 2007

inuences

The Western tradition funeral attire is essentially black,

as an expression of grieving

18th century

EASTERN INFLUENCES- JAPANESE AESTHETICS WABI SABI-CALICO-CAPE

WESTERN INFLUENCES- HEART-SHAPE BUSTIER- LEN- LENGTH OF SKIRT- SILHOUETTE-TRAIN-COLOUR

SIMILARITY: CAPE IS DRAPED AKIN TO A VEIL

shrouded;aesthetics

-APPEALS TO A WELL-DEFINED NICHE-CHANNELLING ELEGANCE YET RETAINING ITS RAW AND HARD EDGE LOOK-UNCOMMON AESTHETICS-UNUSUAL CHOICE OF FABRICS, MAXIMIZING POTENTIAL OF AN INFERIOR FABRIC

VIRGINIA POSTREL, “ A SIGN of BEAUTY.” in UNCONTROLLABLE BEAUTY.TOWARD A NEW AESTHETICS.

businessanalysis

PRICING STRATEGY- target profit not generated through volume sales but through quality in apparel and uniqueness ofdesigns.

PRICING METHODS-most realistic pricing method is psychological pricing, based on based on factors like product quality, popular pricepoints & unigue image translated to consumers.

PRICE POINT- S$150-S$1,200

POSITIONING STATEMENT- the concept embraces individual style that is timeless& versatile for everyday occasions.

conclusion