Presentation 1

Fall 2012 /FASH 763/ Prof.
Jinah Oh/ Elise & Andi
Creative Brief
What we do?
Business Intro
Fall 2012 /FASH 763/ Prof. Jinah Oh/ Elise & Andi
BUISNESS DESCRIPTION:
MoriAndi is a new creative jewelry design company, lead by wearable-art pioneer Andi Harriman, which is as varied as its customers, ranging from unique fashion jewelry to avant-garde pieces. The brands trademark beaded necklaces, earrings, bracelets, and rings divided within different themes and inspirations. The jewelry from MoriAndi has two main lines: the handcrafted special collection by the designer herself and manufactured fashion jewelry. All the pieces will be available for retail through Moriandi.com as well as selected boutiques in downtown NYC.
BRAND STATEMENT:
Ars Moriendi, or The Art of Dying, is a body of literature that provides opinion on how to die with dignity; whether it be to travel to heaven or hell, to one realm of the unknown or the other. The dying illustrated in the Ars Moriendi text encounters angels and devils, priests and skeletons, all who represent the beyond -- a nightmare or dream of what death can be depending on the outcome. It is up to the individual to decide the path to take, the discover a graceful and worthy means of departure. Fall 2012 /FASH 763/ Prof. Jinah Oh/ Elise & Andi
BRAND STATEMENT:
MoriAndi provides incentive to those not satisfied with conventions -- those who decidedly prefer to bridge the line between heaven and hell, who take risks in order to fulfill their lives by standing out among the angels and demons in the journey of life. The MoriAndi customer adorns her body the way she chooses her own path -unconventionally and without reservation, much like the art of dying.
DESIGNERS PHILOSOPHY: The man who was mortally wounded in war Kept on fighting The man who was cut to the quick by love Kept on loving The man who was merciless tortured by thoughts Kept on thinking Bauhaus
Profitability
Business Structure
Brand Image
THE BUSINESS MARKETING GOALS:

Due to the unique positioning of MoriAndi, the goal of the marketing strategy is to start from strengthening the brand image from the bottom up and accomplishing a consummated business structure with an efficient communication channel. After this, the company will use a skimming marketing strategy to approach a healthy growth of profitability and a vivid identification in the wearable art perspective for long term goals.
MARKETING PROMOTION OBJECTIVE:
Gain Interest
The main purpose of this specific marketing promotion is to gain interest from the target audience during the early stages of the business.
Profit & Reputation

Brand Image
The secondary goal is to build the brand image with a high quality and high price range jewelry market by connecting the brand with a fashion designer who has same marketing positioning and same style of design, such as Rick Owens. The long-term goal of the promotion is to achieve the high profitability in business perspective and great reputation in the art perspective.
Who we care about?

Target Audiences profile
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Hip/ Edgy
Female
20 -35
College or Higher
Well-paid Job
Art Zone Area
Small Boutiques
Galleries
15%
Fashion
THE TARGET AUDIENCE - Main Target Group

MoriAndi is created for the hip, edgy female aged 20-35 who has college or higher education and working in a sustainable, well-paid job. They live in the art zone of burgeoning cities which will have ample galleries and small boutiques. The target group appreciates fine art and independent designers works, which becomes a part of their life. They spend more than 15% of their monthly income on art and design pieces. Additionally, they love fashion, attain a unique personal style, and have a sense of upcoming fashion trends.
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Persona Study Name: Lori Age: 28 Marital Status: Single Education: MFA of communication art Occupation: 4 years working experience, now shes working in one of the biggest advertising companies in the city Income: $625,000 / yr. Living Area: Loft Studio in Downtown Manhattan Hobbies: Gallery and Fashion Shows, Vinyl Record collection, Travel, LOMO
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Typical Response from this group
Got know about MoriAndi through fashion shows, blogs, fashion magazines Increase interest in the brand Ask for more info Purchase MoriAndis product Wear it Talk about it to their peers
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THE TARGET AUDIENCE Secondary Target Group

Mori Andi special collection is created as a series of artistic pieces which are appreciated and desired by art collectors, personal founded galleries as well as museums by the reason of the artistic value and unique constructions. Mori Andi special collection is created in limited editions which will always 13 pieces per style so that can be seen as an investment.
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THE TARGET AUDIENCE Secondary Target Group

Typical Response from this group Got known about Mori Andi Increase interest in the brand Ask for more info Invite Mori Andi for a gallery show Purchase the special collection wearable-art pieces as an investment
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How to approach?
Promotion Proposal
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Targeted Message: Shadowy
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Used Mood/ Tone/ Theme

The Strategy to convince target audience is to use images of art pieces, structures, and fashion products, abstract subjects in order to create a visual experience of the expression of brand image and mood which helps audience feel as a part of the brand and want to know more about the brand as well as make purchase actions. After arouse sympathy with the audience, they will become to a marketing tool which will talk about the brand to wider potential audience. Fall 2012 /FASH 763/ Prof. Jinah Oh/ Elise & Andi
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The specific methods/ tones will be used: Celebrative, Exclusivity, Unique, avant-garde, Edgy Artistic Wearable-Art
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The methods of deliver the overall message: Vivid brand Images through website Clear Brand Statement from Brand Elements High active response from fashion bloggers and fashion critics Impressive expression through collaborative fashion show
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Promotion Mix
Print Media: Interview with magazine Internet: Website, fashion bloggers post Special event: Collaborative fashion show with Rick Owens Opening Trunk show in gallery/ boutique (Manhattan, NYC)
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Promotion Calendar: Target Season 2012 FW
Preparation: Oct 2011 Jan 2012 / Special Collection / Sample of Mori Andi fashion collection Vertebrae and price range / Print out the brand concept book (200 copies) / Print out the look book for Vertebrae / Website is available for brand concept
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Fashion Show: Jan 2012 Feb 2012 / Rick Owens 2012 FW fashion show Jan 28th 2012 / Trunk Show also Boutique Opening Show Feb 4th 2012
Accept pre-orders
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Online Store Opening: Feb 13th 2012 / Look book is available in website with price range / On-line store opening special offer limited edition of look book
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Interview and Blogging: Feb 2012 Mar 2012 / Audiences will see interview about Mori Andis designer and brand on magazines / Fashion Bloggers post pictures and comments about Mori Andi
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Evaluation
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The support - The resources are needed and the measurement of the resources
/ Rick Owens design group Option one: show MoriAndis pieces with his design pieces on the runway show Option two: send out MoriAndis design concept book to the attendances Measurement: The numbers of attendances attending to the Trunk Show a week after (25 people will be seen as high active, 3 or less will be inactive)
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/ Boutique Partnership in Manhattan Find the most fit-able boutique as exclusive partner for the coming trunk show as well as instore retail Measurement for the boutique: Location, Commercial Environment, Artistic Temperament, Price for Operation, Profit Margin, Administrative Professional Status, Store Concept Match with MoriAndis Brand Image Measurement for the Trunk Show: The numbers of attendances attending to the Trunk Show (50 people will be seen as high active, 10 or less will be inactive)
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/ Fashion Bloggers posting Invite fashion bloggers and icons attend the trunk show and encourage them to talk about the brand and the designer through the blogs or available channels Measurement: The numbers comments on each bloggers blog posting (30 comments will be seen as high active, 3 or less will be inactive)
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/ Magazines interview Find magazines that have the same audiences MoriAndi has to set up a interview with designer Andi Harriman focus the topic of brand image and concept and unique characters Measurement: The percentage of the raising click rate on MoriAndis website as well as the sales performance.
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Questions?

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Fall 2012 /FASH 763/ Prof.

Jinah Oh/ Elise & Andi

THE BUSINESS MARKETING GOALS:

MARKETING PROMOTION OBJECTIVE:

Profit & Reputation

Who we care about?

Art Zone Area

THE TARGET AUDIENCE - Main Target Group

THE TARGET AUDIENCE Secondary Target Group

THE TARGET AUDIENCE Secondary Target Group

Targeted Message: Shadowy

Used Mood/ Tone/ Theme

Used Mood/ Tone/ Theme

Used Mood/ Tone/ Theme

Promotion Calendar: Target Season 2012 FW

Promotion Calendar: Target Season 2012 FW

Promotion Calendar: Target Season 2012 FW

Promotion Calendar: Target Season 2012 FW

Promotion Calendar: Target Season 2012 FW

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