Once upon a time...MARCHESA

s/s 2013

brief

analysis / strategy

editorial

lookbook

website

MARCHESAs/s 2013

corporate profile

Marchesa is an American-based brand that focuses a lot on femi-ninity. Inspired by aristocrat Marchesa Casati, it was founded

in 2004 by Georgina Chapman and Keren Craig. Because of the aris-tocrat roots, the brand is very focused on classiness, stylishness and elegance, while at the same time being very feminine, with signature garments such as flowy dresses and silky, pastel skirts. It’s a high-end brand and the exclusivity of the products is always in focus.

communicationbackground

current situationmarket position

Establishing themselves as very “girlish”, Marchesa basically

go with that romantic and soft voice of the brand with every collection, more or less - de-

pending on the current trends in the business. With the cur-

rent world-wide fairytale trend that are spreading from movies to books and fashion, the brand voice is very up-to-date. Com-petitors include Alberta Fer-

retti, Elie Saab and Moschino, as they too include a very femi-nine style to their collections, and focus on conveying a fe-

male touch to the brand.

Marchesa is a relatively new brand, and although they

haven’t quite developed a tradi-tional communication strategy, they are very active on social

networks. With a popular Face-book page, Pinterest page and Twitter account they keep their followers regularly updated in

the news of the brand, and pro-vides inspiration with their col-lections and celebrity wearings.The Marchesa house launched

their first perfume in September 2012. For this there was a photo

shoot advertisement that ran across various magazines during

the fall.

As mentioned before, one big current trend involves around the fairytale idea. This fits per-

fectly well with Marchesa’s brand values as they can focus their next collection and com-munication campaign on the

fairytale princess with all that comes with it. When 2012 end-

ed, the rumor that the world was going to end circulated around the globe, and when

the rumor failed to come true it left people in general a little

senseless. This could be another incentive of creating a collec-tion with a connected commu-nication campaign to enhance the little more crazy feeling,

and add a fairytale feeling with dragons, princesses and other

creatures.

The message to convey is the story of being a princess in a faraway land, with the way Marchesa already speaks; their flowy dresses and feminine style, with the new ways of por-traying a fairytale story of this season. The princess fairytale will be combined with a darker side of the fantasy world, and

dragons and dark lips will play a large part as well.a

he messageT

what not to dofinding informationtarget market

Having quite a narrow mar-ket, Marchesa’s target can be quite well-defined. The target are young females, with an age

range of 25-35. As their gar-ment prices tend to run quite high the general income for

the target is high as well. The lifestyle of the target is middle- to upper class, and she enjoys general “feminine” activities such as shopping and certain types of exercising. This col-

lection will not part a lot from their standard target market,

but will more likely follow that path, with the exception of

maybe targeting towards a bit younger age range. Although the idea of being a fairytale princess could appeal to an

older crowd as well, the idea will most likely be more well-received a younger market.

There will be a fine line between what we want to achieve, and make the collection editorial

look cheesy and childish. While maintaining a magical feeling to

it, with creatures to fit in that image, we don’t want to “over do” it. We don’t want to have a Disney feeling to it, but rather

convey a story of an old faraway land, where the target could

be the princess and the cloth-ing something as beautiful as a Marchesa gown. We will also

avoid using models too familiar, and focus on finding a photogra-pher who fits our cause, and not one just because they are a big

name.

I want to achieve a look of magical forests and fairytale

scenery, to sell the magical and mysterious idea of the brand. I will focus on the dresses set out to be very feminine, to keep the brand’s core of femininity and festivity. The scenery will con-sists of princess-like creations

and models, fantasy setting with rainbows and waterfalls and

magical creatures such as drag-ons and unicorns. The models should be featured with light

pink hair for both the editorial and runway shows, along with the brand’s characteristic gown

creations.

ObjectivesThe objectives of having a collection like this is basically to improve and enhance the brand image the brand al-

ready has, by conveying it in a slightly different way but with the core being the same. Stating a fantasy version of the brand’s collection, the main objective is to sell the idea of the brand being fairytale and something magical.

Editorial brief

once upon a time...

The main message to convey in this edito-rial and through this season’s collection is the one where the viewer is transported and placed directly in a fairytale world.

Where creatures like unicorns and drag-ons are not rarely seen, and topographic

points include castles and magical forests.

The princess feeling will be combined with a darker twist, to keep the subject stimulating and appealing. This season,

every woman will wish for pink hair, flowy pale dresses, and an array of haz-ardous creatues lurking in a mysterious

way around them.

Brief outline

The scenery in this editorial is meant to look to be taken directly from an old fairy tale book, with magical for-

ests, sunny meadows and big castles in the far. Unicorns and other creatures

are not rarely seen, and the models are meant to be princesses of ancient times,

with modern twists to them.

hair &makeup

To achieve the princess look we strive for in this edito-rial, the model’s will primarily obtain a shade of pink hair to them, to enhance the feminine side of the collec-tion. To oppose this, the makeup will mostly consist of darker shades, with grey eyeshadows, dark red lips and fantasy. This to convey the darker side of our fairytale.

skeywords

• feminine • white • dreamy • pastel colors • glitter • gowns • flowers • chic • lace • tulle • ruf-fles • fairytale • dragons •

magic •

a

s

a

modelsNastya Kusakina

Caitlin Ricketts

This Russian 20-year old has been voted newcomer of the year, and is the perfect blonde Cinderella look-a-like that our

fairytale story needs.Her beauty and attitude have made her a new favorite among the model world and her innocent look, and together with her light skin and big green eyes she is the

Marchesa princess of this editorial.

Gorgeous Caitlin Ricketts have not been in the spotlight for long, but

this 19-year old brunette resembles our version of the Snow White we

want for this editorial.

This princess has the exact right at-titude and appearance to be featured

in our Marchesa gowns.

models photographerTim Walker is a story teller of great ca-

liber. His photographs stand on their own level, and his experience with creating a fairytale feeling makes him the ultimate first choice for shooting this editorial.

Lookbook

Page 1: Gown, nr. 2215

Page 2: (left) Gown, nr. 2465, (right) Dress, nr. 2553, Satin shoes, nr. 3422

Page 3: (left) Dress, nr. 2278, Clutch, nr. 4398, T-strap pumps, nr. 3374, (right) Gown, nr. 2977, T-strap pumps, nr. 3374

Page 4: Embellished dress, nr. 2766

websitehttp://marchesa2013.wordpress.com/

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The End

CWK 4Final Project for Computer Tools IIBA Fashion Marketing & Communication level 5Module: Representation Techniques II22/3 2013

by Alexandra Dahlgren