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Luke&Carlotta_StudentBrief

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LOOKING BACK TO LOOK FORWARD
The Marc Jacobs brand is the brainchild of renowned designer and the brand’s namesake, Marc Jacobs. The Marc Jacobs brand creates beautiful, high-fashion shoes and clothing.
Customisation in the future of retail is going to be built around experience. Collaboration, experimentation, individuality and comfort all provide the consumer with a new innovative way to interact with the product. In the future companies will need to assist their consumers in the design of the product. The resurgence of an independent consumer will bully the market into having to appreciate the fact that, the consumer always knows best and force selling will cease to exists.

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Luke&Carlotta_StudentBrief

  1. 1. L U K E C A R AT T I & C A R L O TA G AV I N A LOOKING BACK TO LOOK FORWARD
  2. 2. T H E F U T U R E O F CUSTOM FASHION
  3. 3. L U K E C A R AT T I & C A R L O TA G AV I N A K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 1 N E E D F O R I N T E G R AT E D D E S I G N P R O C E S S N E E D F O R I N D I V I D U A L I T Y N E E D F O R T H E P E R F E C T F I T 1 2 3
  4. 4. Nominal dollars Average annual expenditures on apparel, footwear, and related products and services, per household, selected years, 1985‐2010 For men, 16 and over For boys, 2 to 15 For women, 16 and over For girls, 2 to 15 For children under 2 On footwear On other apparel products and services 1985 1990 1995 2000 2005 2010 $0 $1,000 $2,000 Source: U.S. Bureau of Labor Statistics K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 2 62% E-COMMERCE INCREASE 2012-2016 L U K E C A R AT T I & C A R L O TA G AV I N A US Bureau of Labour Statistics.
  5. 5. Shift inTechnology: 3D Printing. Mobile Technology. Consumer Experience: Consumers want to have input into the goods they purchase. BrandTransparency: Customisation of clothing helps take the intrigue work out of the process. Designers learn along with consumers. Accessibility: Rising trend on fashion bloggers that edit looks and make haute couture look accessible and available for the street. K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 3 N E E D F O R I N T E G R AT E D D E S I G N P R O C E S S1 L U K E C A R AT T I & C A R L O TA G AV I N A
  6. 6. K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 4 A S L A U G M A G N U S D O T T I R PEOPLE WANT TO BE PART OF THE CREATIVE PROCESS L U K E C A R AT T I & C A R L O TA G AV I N A
  7. 7. Self-Expression: Consumers seek unique means of self-expression. Differentiation: Rejection of mass consumption. Ego Surfing: Internet has created the need for people to see themselves as a brand, creating the need for an increase in physical pro- motion. K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 5 N E E D F O R I N D I V I D U A L I T Y2 L U K E C A R AT T I & C A R L O TA G AV I N A
  8. 8. K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 6 S U C H A R I TA M U L P U R U THE TABLET SHOPPING EXPERIENCE ALSO LIKELY ENCOURAGES SHOPPERS TO PURCHASE MORE PRODUCTS IN AN IMPULSE FASHION L U K E C A R AT T I & C A R L O TA G AV I N A
  9. 9. K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 7 Shift inTechnology: Hollograms. Online Fitting. Demi-Couture: High level of customisation, high sewing made to be worn. Efficiency: The growing need for more efficient and clever clothing. Fitting: A resurgence of understanding the material of the product and pairing it with the fit. N E E D F O R T H E P E R F E C T F I T3 L U K E C A R AT T I & C A R L O TA G AV I N A
  10. 10. In the future companies will need to assist their consumers in the design of the product.The resurgence of an independent consumer will bully the market into having to appreciate the fact that, the consumer always knows best and force selling will cease to exists. C U S T O M F A S H I O N I S COLLABORATION
  11. 11. BURBERRY BESPOKE Burberry Bespoke, is a program designed as a full-scale attempt at “mass customization,” a long-time goal of retailers. C U R R E N T T R E N D SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 8 C O D E # 1 COLLABORATION L U K E C A R AT T I & C A R L O TA G AV I N A
  12. 12. C O D E # 2 EXPERIMENTAL IKEA EFFECT Consumers generally place a higher value on goods they can create or assemble themselves. M. SCHMIDT & F. BITONTI In fashion, it’s only a matter of time before 3D printing filters down from Haute Couture to street fashion. M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D C U R R E N T T R E N D S # 9 L U K E C A R AT T I & C A R L O TA G AV I N A
  13. 13. M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D C O D E # 3 INDIVIDUALITY SHOES OF PREY Bespoke custom made shoes that are entirely handmade using high quality materials. SNEAKER CULTURE Sneaker culture is a perfect example of how the industry adapted to the needs of the people. C U R R E N T T R E N D S # 10 L U K E C A R AT T I & C A R L O TA G AV I N A
  14. 14. M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D C O D E # 4 COMFORT FRUIT OF THE LOOM It is a solution that lets you buy two separate bra-halves with different sized cups and snap them together. BLANK LABEL Within an hour, one-on-one appointment, a menswear specialist will measure and define your personal style. C U R R E N T T R E N D S # 11 L U K E C A R AT T I & C A R L O TA G AV I N A
  15. 15. Customisation in the future of retail is going to be built around experience. Collaboration, experimentation, individuality and comfort all provide the consumer with a new innovative way to interact with the product. They act as a whole, not as fragments. C U S T O M F A S H I O N I N THE FUTURE
  16. 16. “My Grandson is going to be the next Calvin Klein Marc Jacobs.”
  17. 17. M A R C J A C O B SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 12 The Marc Jacobs brand is the brainchild of renowned designer and the brand’s namesake, Marc Jacobs. The Marc Jacobs brand creates beautiful, high-fashion shoes and clothing. M A R C J A C O B S THE HISTORY L U K E C A R AT T I & C A R L O TA G AV I N A
  18. 18. M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D M A R C J A C O B S # 12 MARC BY MARC JACOBS Launched in 2001 to completement collections. MARC JACOBS COSMETICS Born from a collaboration with Sephora. #CASTMEMARC Are you the new face of Marc Jacobs? L U K E C A R AT T I & C A R L O TA G AV I N A
  19. 19. In the short term for Marc Jacobs, the focus should not be on specific product or design (they already speak for themselves), but rather on a philosophy on usability, sustainability and experience. C U S T O M F A S H I O N I N T H E SHORT TERM D O C U M E N TP L AYI N N O VAT E
  20. 20. The long term solution however, should not be a total revolution of existing ideas, but rather an evolution upon this change in retail experience. C U S T O M F A S H I O N I N T H E LONG TERM N E V E R S T O P P L AY I N G A S S I S TE X P A N D
  21. 21. L U K E C A R AT T I & C A R L O TA G AV I N A THANK YOU

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