1 Step from Old to Fashion Forward
Duration /
Mar 2021
(4 weeks)
Type /
Advertising Proposal
Skills /
Brand Research
Advertisement
Landing Page Design
Social Media Branding
Spatial Branding
Idea Development/
Remaking of Old Clothes
"Dreamer"
Cutting and reorganizing old clothes, re-embodying the soul of old clothes, reconstructing the structure of vintage clothing into limited edition clothing and accessories, and revealing the original structure.
"Realist"
Finding a lot of vintage clothing, take the essence, discard the dross, and merge with modern fashion.
"Critic"
Collectors find vintage clothes in the market and in the hand of vitange clothes collector, clean them deeply, and innovate them with novel tailoring.
Sketch
Brand Research /
Visuals
Aesthetic
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invisibility and anonymity
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absence equals presence
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monochromatic palatte and avant-garde
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a sense of unity and purity
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main in white which is simple and clear
Color
#000000
#FFFFFF
#C4C4C4
#E8D6BC
Logos All viriations
Type Font Families
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Georgia
Helvetica Light
Photography
Messaging
Vision Statement
Showing fashion as a meaningful art rather than a cult of personality.
Mission Statement
Through the close connection between deconstruction and inheritance.
Voice
Matter of fact | Neutral
Context
Offered Products
Competitors
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Rick Owens
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Alexander Wang
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Marc Jacobs
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Stella McCartney
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Vivienne Westwood
Audiences
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Age: 20-50
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Demographic: Highly educated, Independent, High disposable income
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Psychographic: Busy lifestyle, Minimalist, Infulenced by art, Fashion conscious, Lavish
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Geographic: Lives in a large city, Buys into the brand to feel high class, sophisticated and on trend
“Consumers who connect with their own personality traits”
Advertising Examples
1/ “At the beginning of love, it is as comfortable as clouds and pure as black and white.” Arrived at a romantic time, with Glam Slam series handbags, presented soft love for her.
2/ “The earthly colors fall into each other's eyes.” The collision of heavy colors and neutral colors. The inner lining is gentle and outward, expressing special emotions.
Message /
1 Step from Old to Fashion Forward
Strategy /
Deconstruction
Mainson Margiela simplifies and clarifies complex ideas. The brand will return the garment to its original form, which will appear unfinished and keep the garment's fundamental functionality. Although each piece of clothing appears disorganized and convoluted, it is actually precise and logical on the inside, with a gentle progression toward completion.
Concept /
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Cutting and reorganizing old clothe
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Re-embodying the soul of old clothes
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Reconstructing the structure of vintage clothing into limited edition clothing and accessories
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Revealing the original structure.
Moodboard /
Experience Flow /
The experience flow is mainly following the structure of social to landing page and the email. The whole concept is based on the brand image and to show the idea of remaking the old clothes.
Responsive Landing Page
Responsive Landing Page
Description
The minimalist style and white theme of the brand will be used everywhere in the landing page. The main body and background of the landing page are white, and the fonts are in various depths of black to indicate key points. The clear layout allows customers to feel the brand's concise and environmentally friendly concept when they look at the landing page. And in the design of the old clothes remaking page, customers can also see many cases through the pictures, and understand the idea of the event and the concept that brand want to convey through the cases.
Experience
At the beginning of the homepage, the remaking cases of this event are displayed in the form of pictures, so that customers can understand the theme of this event while feeling the brand product style. Then there is the page where old clothes can be remaked into new clothes. The left side is the original old clothes, and the right side is the transformed look, so that customers can see the changes at a glance and prompt them to place orders. There will also be cases shared by other customers on social platforms on the page to let people know about this trend.
Advertisement
Picture cases on the landing page, sharing on social platforms and brand stories will make customers want to place more orders. When people see fashion trends on social platforms, they will send their favorite old clothes to be remodeled in order to follow the trend, and the stories behind the clothes shared by other customers will also evoke customers’ memories and create an emotional connection. The clear page also makes it very convenient for customers to make changes by mailing their old clothes.
Informative
After viewing the pictures, customers can place their cursor on the pictures, and the story and process behind each case will also be presented in small type, so that customers can further understand the intention of the brand behind each remaking cases. After clicking into the case, a more detailed introduction can also be seen. Customers can see a lot of information on the homepage, enough to understand and make them want to participate in this activity.
Email
Description
Similar to the style used in the store and the landing page, most of the elements in the email are also used on the landing page. In order to convey the concept of the brand to customers, the main body of the email is white background with black fonts, reflecting the brand concept of sustainable fashion and minimalist. Clear and concise layout can make it easier for customers to view the new series of products and ongoing activities, so that customers can always understand the brand story and promotional activities.
Experience
The body of the email can use handwritten fonts to make the customer experience a more intimate feeling, like a letter written by an old friend, to make the emotional connection between the customer and the brand more intimate. The product images in the email also need to be neatly arranged so that customers can view them easily. If they are interested, they can directly click on the landing page link to purchase or learn more. There won’t be too much information in the email, and let customers know through attractive pictures.
Advertisement
The product pictures and event pictures in the subject of the email can allow customers to understand the brand's information more intuitively, and it is also convenient for them to directly click on the landing page to purchase or learn more.
Invitation
The initial handwritten font is to invite customers in a cordial tone to participate in the opening ceremony or event, so that customers feel the emotional connection, and make customers want to participate in the event and accept the invitation.
Pop-up Store
Description
The setup of a pop-up store is shorter and less expensive than a formal store, and can be set up in major cities around the world, so that customers can choose the nearest store to participate in the event. The brand’s pop-up store will be based on the brand concept. In order to highlight activities, a large workbench will be set up to transparently disclose to people the full process of each designer and tailor when they remaking the old clothes received, so that people can feel the brand’s concept of remaking the old clothes up close.
Interior
The main color of the store is white, and the display is minimalist. There will be a large white workbench in the middle of the glass studio for people to see the whole process of remaking. There will also be a large white wall for people to put on the memo of memories or how you feel about the store. The interior design of the store will let people directly feel the brand's minimalist concept, and the brand-like display makes people want to take pictures and share.
Experience
In the minimalist storefront, there will be a front desk, responsible for collecting clothes that people want to remake, and a workbench surrounded by glass. People can feel the brand's attitude of transparency and openness in the whole process. The brand-specific interior design allows people to take pictures here, feel the concept and style of the brand, and learn more about the brand story.
Outdoor
Instagram
Description
The main purpose of Instagram is to post photos of promotional activities. People can post the comparison of the remodeled clothing with the original appearance, or the process photos taken in the pop-up store. The brand can set up a related event that allows people to write a memory about that piece of clothing while posting photos. Brands can extract the stories with the most likes or the most touching ones, and give them brand coupons or the opportunity to remodel old clothes for free, so that more people can participate in the event.
Experience
Many clothes are outdated, but they are loved by their owners because of the memories and representative meaning behind the clothes. For example, the first evening dress sent by parents when they grow up, and the first suit they bought with their own salary after entering the workplace. Clothes not only represent fashion, but also the meaning given to it by everyone. The brand's remaking of old clothes can not only achieve the effect of sustainable fashion, but also remodel these clothes with memories, so that they can change to a fashioned way and accompany their owners. People will share their memories of clothes, and @ brand’s official account or attach a landing page link to let more people understand the purpose of this event.
Share
Lottery activities can allow more people to participate in the sharing process. After seeing these photos and stories, people can go to the landing page of the brand or the pop-up store of the city where they are located for further understanding and participate in the activity. They can understand what the brand wants to convey in this way.
Social
Social
Tiktok
Description
There are many popular trends on the short video platform, and many people will follow the trend on the platform and record interesting short videos. According to the theme of the brand, the brand can create a new dress-up challenge, create a hashtag with a novel name, and upload the dress-up challenge on the brand account. Unlike ordinary dress-up videos, people can instantly change old clothes into new and fashionable clothes, and people can clearly see that new clothes are reshaped from old clothes. When people can watch or record related videos, they can understand the concept of the brand's old clothes remaking.
Experience
At the beginning, the brand can invite some fan-based influencers to shoot a video of the dress-up challenge. They will start to record a video of wearing clothes they like but old, and then mail the clothes to the company or to the city. In the pop-up store, they will be transformed, and then put on the transformed clothes and record the video after the change. After more and more celebrities release the brand's dress-up challenge videos, the public will understand the brand's concept of this event, and participate in it, record more dress-up videos, and convey the brand's new sensational theme to more people.
Share
People will see how other people transform their beloved old clothes into a more unique new fashion in the short video in TikTok, and click on the link attached to the release video to learn more about the event, or in the video they learned about the location of the pop-up store in the city and went to participate in this event. This can allow more people to transform their old clothes, continue the fashion elements of an outdated but beloved clothes, and complete the brand theme of sustainable fashion.
Social
Snapchat
Description
On this platform with taking photos as the main information, the brand will design related filters for the public to use. This filter will include the brand’s logo and the name of the event, and use the brand’s unique atmosphere filters and dynamic expressions to convey the theme of reshaping old clothes to people, so that people can understand while using this interesting filter. People will get to the theme of this new brand event, let everyone participate and share with friends.
Experience
The uniquely designed filter of this brand will have brand characteristics. The color of the overall filter reduces the saturation and contrast to make the picture white, and attaches the brand’s logo and event name, just like a brand poster, which allows people who use this filter to take photos feels like a photo of a fashion photography at any time. In addition, dynamic stickers will be included to transform the accessories or clothes worn by people in the lens into a new series of products with dynamic effects, so that people can see the new series while understanding the main theme of the remaking of old clothes. The filter played a role in the promotion of new products.
Share
In Snapchat, people will share these photos with interesting filters to friends. When people are being shared photos, they will click on the link attached to the landing page to learn more about the brand’s event. More and more people use this filter, and more and more people will know about this activity and click on the homepage to learn more.
Advertisement/
Landing Page | Desktop
The landing page will keep to the brand's white and simple aesthetic throughout. The landing page's main content and background are both white, and to highlight important information, the fonts are various shades of black. When customers glance at the landing page, they can experience the brand's concise and ecologically friendly philosophy because of the straightforward structure. Additionally, buyers may view a number of examples on the old clothing remake through the photographs and comprehend the concept and the concept that the brand is trying to express through the cases.
Wireframe
Final Screen
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Landing Page | Mobile
Customers may comprehend the topic of this event while also experiencing the brand's product style by viewing the remaking cases of this event in the form of photographs at the top of the homepage. Then there is the page where used clothing can be transformed into brand-new garments. Customers may quickly notice changes and be prompted to place orders by seeing the original old garments while putting mouse over the updated garment. To raise awareness of this trend, the page will also include examples posted by other customers on social media.
Wireframe
Final Screen
The majority of the elements in the email are also used on the landing page, which is styled similarly to the store and the landing page. Customers may easily understand the brand's concept by looking at the main body of the email, which has a white background and black lettering, reflecting the brand's minimalist and sustainable fashion concepts. In order for customers to consistently comprehend the brand story and promotional activities, a clear and succinct structure can make it simpler for them to view new product series and ongoing activities.
Social | Snapchat
The brand will create appropriate filters for usage by the audience on this platform where taking snaps is the primary action. This filter will incorporate the brand's logo and the event's name, and it will use the brand's distinctive environment filters and dynamic emotions to make the notion of reshaping old clothes clear to viewers while they use it. The theme of this new promotional event will be understood by the public, who will then be encouraged to participate and share it with others.
Social | Tiktok
The short video platform has a lot of widely adopted trends, and lots of users will follow these trends and create entertaining short movies. The brand may develop a fresh dress-up challenge, come up with a hashtag with a creative name, and upload the dress-up challenge to the brand account in line with the brand's concept. In contrast to typical dress-up videos, people may quickly transform outdated attire into current fashions, and it is obvious how the new garment was created from the outdated. People can better understand the idea of the brand's recycled clothing if they watch or record related videos.
Social | Instagram
Instagram is primarily used to share images of promotional events. People can share process images taken at the pop-up store, as well as comparisons of the updated clothes with its initial appearance. The brand can organize a connected event that enables participants to share images and write about their memories of that specific item of garment. In order to increase the number of participants in the event, brands can pull the most popular or heartwarming stories and offer brand vouchers or the chance to redesign used clothing for free.
Pop-up Store
A pop-up store may be set up in major cities all over the world and takes less time and money to set up than a regular store, allowing customers to choose the location that is closest to them to take part in the event. The brand's pop-up store will be based on the brand concept. White serves as the store's primary hue, and the decor is simple. People will be able to sense the brand's minimalist aesthetic directly according to the store's interior design, and the display's brand-like aesthetic encourages photo-sharing. The brand's openness and transparency throughout the entire process are evident to the consumer. The brand-specific interior design allows consumers to take photos, feel the brand's concept and aesthetic, and learn more about the brand story.
1 Orginal Clothes
There will be collection of orginal clothes selected from the customers hanging on the top of the glass studio for people to see how it is going to be changed.
2 Working Bench
A large workbench including sewing machines and maniquines will be set up to transparently disclose to people the full process of each designer and tailor remaking the clothes, so that people can feel the brand’s concept of remaking the old clothes up closely.
3 Resting Bench and Mirror
There will be resting bench and mirror for a better shopping experience. People can sit on the chairs when they try the shoes from the new collection. And mirror will be the important thing for customers to see how the clothes are fit.
4 Collection Shelf
Other than remaking the old clothes, there will be a part to show the new collection. It is for customers to have a look and shop.
5 Memo Wall
There will also be a large white wall for people to put on the memo of memories or how they feel about the store.
