P1 of extension task

Celine Viplana - Current Designer: Phoebe Philo

Haider Ackermann

Karl Who?

Celine

Celine is dedicated to comfort, quality and sport influenced separates. Celine is well-known for 

 minimal, stark, chic and wearable clothes which have provoked near-nerdish devotion in the fashion industry. The trapeze shaped bags are possibly the most recognizable items of the brand, they are a trendsetting piece as they have been copied by mass-market and luxury brands. 

The unique shape has embedded into the DNA of the brand. Their A/W 13 collection incorporated the plaid print trend, this had a huge influence on the high-street market and highlighted this as Celine's creative collection as it was inspired by the plaid nylon grocery bags and their Fall 2013 collection re-interpreted it into a fashionable, contemporary trend. High-street brands then took influence by Celine and produced much affordable products to a specific target audience. Icon Joan Didion has recently been on their new ad campaign as she is a  prominent figure in the new journalism movement and she perfectly embodies the sophisticated cool of the brand. Celine uses very simple advertising strategies as they do not rely on social media.

Haider Ackermann 

TWO words : Draping & Layered tailoring

Haider Ackermann is known for his exaggerated, androgynous with elements of femininity and tough romanticism designs. Haider is known for producing collections characterized by contrasts, his distinctive essence takes shape in a mix of high and low culture, elegance and street life. He is intrigued by cultural differences and cultural force: the purity and simple aesthetic of forms mixed with the activity and vitality of life itself. I think he has introduced his intelligent use of layering and signature draping forms to fashion world.

Chanel - Karl Lagerfeld 2000's

Karl is one of the most influential leaders in fashion and is credited for re-inventing the famous brand Chanel. He has revamped Coco Chanel's inconic pieces such as the tweed jacket, quilted bag and little black dress, making them contemporary with a stylish edge. One of his main qualitites is his marketing strategies, it involves using an iconic, popular bunch of supermodels to model down the catwalk shows and ad-campaigns such as Cara Delevigne, Kendall Jenner and Joan Smalls. He also uses celebrity endendorsements such as Rihanna who is known for promoting Chanel especially at their A/W 14 show in Paris. He introduces new ideas to his  fashion shows, making them more exciting, this makes the brand recognisable by the press and people. A great example is their A/W 14 show, the catwalk was transformed into a high-end supermarket with models browsing around and pushing trolleys in stylish longline tweed jackets and trainers, this had huge recognition in the press. 

Karl Lagerfeld surrounds himself with a younger audience so that he is aware of whats going on and is keeping up to date within the fashion world and putting himself out there. This makes his brand successful because he know's what people want and expect. 

Catering to a different audience who is less likely to afford the brand's expensive pieces, Karl has a diffusion range, this makes others able to feel luxurious and connected to the brand.

Nature and scale of the industry

Fashion marketing covers a wide range of aspects including appealing to a specific target market and using different advertising strategies to please the desires of customers.