Through WGSNs ‘design development´category, I could use some of the silhouettes I could find that I felt were relevant for the new collection and would make sense with the brands indentity. When choosing the colours and materials, I firstly looked at the Key colours forecasts for 2019 and 2020, then followed the mood of the Common Ground macro trend color palette and then opted for a more personal approach towards the brand, adding new colours that, combined together, would make a fun but elegant collection for SS19.

The key silhouettes are elegant, yet wide and comfortable, with loose and relaxed shapes. Volume is seen in skirts and dresses made of stiff, resistant fabrics that allow a space between the wearers body and the garment, such as viscose and silk taffeta, scuba and cotton poplin. The fabrics, like satin, crepe and cotton poplin, have been frequently used by Marni in previous collections.

(representation of silhouettes and range plan)

Warm and baked yellows, bright oranges and cool dark greens, inspired by nature, will be core colors, seen in botanical and abstract floral prints of a psychedelic appeal, and in color block outfits; they will be combined with accented colours like earthy warm tones, reds and lavender violets, and styled with basketry and wooden accessories. In line with Marni’s colorful, eclectic vision and maximalist aesthetic, and following its more is more approach to print, the collection will thus focus on print clash, sumptuous colours and opulent patterns, bold shapes and volumes.

 

RURAL UTOPIA

Trend customized to suit Marni’s identity and target consumer profile; it includes a series of colors, textiles, prints and specific silhouettes which relate to the rural life, nature and the countryside -earth colors and warm tones combined with cool tones, baked yellows and moss greens, organic volumes, bright and contrasting prints.

This concept for the new Marni SS19 collection aims to create a certain connection with the consumer and emphasize the vivid colors and peacefulness of thecountryside in contrast to the noisy, hectic urban lifestyle, through various promotional images, the store concept/shopping experience, art installation and through visual content on the different social media channels.

The message 2019

COMMON GROUND 2019 MACRO TREND

CONTEXT: The current political landscape will have lasting effects on globalisation well beyond 2019. In a time of deglobalisation, many consumers and countries will turn away from the world of economy and focus on domestic grown. At the same time, many people will seek to connect both locally in real life and globally through social media

The Vision:

Re-establishing local communities by building on existing connections

Building local economies and communities

Village life will be a growing focus in 2019

People will be drawn to rural lifestyles that combine real life relationships with internet connectivity

Traditional techniques and materials will be used and showcased in new ways, as creatives adapt the making process to add meaning and value to products

COLOR PALETTE: Common Ground celebrates traditionally feminine hues, with emphasis on sweetness across a range of cool and warm tones. The palette includes tones of Lilac, baked yellows, sunset hues (oranges, coral, etc) and cool greens. These warm and cool tones will be included into Marni’s new collection and will be combined in a fun, playful way, attracting young and mature audiences.

LOEWE, as Marni, is very engaged and invested in the world of arts and crafts: Loewe organised a Craft Price competition and exhibition of the selected works in London. This targeted a specific audience, in the creative world and mainly a mature audience. The brand also created various publications and magazines about Loewe’s history and heritage, and organised many events and projects that involved collaborations with artists from around the world (for example in the recent project Loewe Blankets, conceived by the current creative director Jonathan Anderson). These are other ways of creative marketing

Brands in the luxury sector are increasingly turning to younger potential consumers -mainly to Millennials, who have an important say in the fashion industry now and a growing spending power. Examples would be collaborations between luxury and streetwear brands , like Louis Vuitton x Supreme, as well as creative social media campaigns (such as the #TFGucci meme campaign this year), which encourage the involvement of the audience and create hype. However, strategist Ana Andjelic explained in an interview with WGSN, that in this process the brand’s established customer base (older consumers) are not taken into much consideration. Thus a strategic cross-generational approach in marketing and promotion should be implemented.

To inform myself on the target consumer, I looked at various analysis and forecasts on WGSN, which were useful when deciding the correct type of campaign and marketing strategy for Marni that would cater to both young and mature audiences. Relevant points taken from the analysis:

-Brands should turn their direction to Facebook in order to successfully approach and attract Gen Xers (81% of this group are active users)

-Develop communication strategies that engage, entertain and build a new, loyal customer base

-Shift to a cross-generational marketing approach which speaks to different age groups

-Deliver product and messaging that resonates with a wider audience, leveraging the power of social media marketing

-Use of online platforms to drive a hype around in-store events and instore experience, using the correct language that corresponds to the target groups

Thus, I had to take those aspects into consideration, so that the campaign would make sense

 

The Italian brand targets both men and women, with high income and spending power. However in this project I will focus on womenswear. The buying customers are cosmopolitan women from an age group of 25 to 48 years old, with an active lifestyle, independent, confident and willing to wear something bold and unique, colorful and usually oversized, while staying feminine. They have good financial stability and are highly intellectual, curious about the world. However, younger audiences -mostly Millennials in their late 20s and 30s- are also attracted by the brand because of itsexclusive and creative pieces, and engage with it through social media and by attending events such as catwalk shows. This group is important to consider, as nowadays many luxury brands are increasingly targetting younger audiences, through campaigns, events and creative collaborations, and are adapting their chore values and identity to the interests of younger consumers with growing spending power. Marni’s target customers are Gen Xers, ‘Xennials’ and, to some extent, Millennials.

The Marni woman is conscious of what she buys –she knows how to appreciate a garment for its quality and craftsmanship, and gives importance to a product’s manufacturing; she expresses her individuality through her clothing and purchase decisions, and has a passion for art and culture. Women in this target group ‘‘gravitates towards premium and often luxurious brands and experiences to affirm their identity’’ (Marketing Executive Digest), as a way to feel unique