Promotion...

For promotion, like DKNY I would have an Ad Campaign. For this I would use the photographer Patrick Demarchelier as not only has he worked for DKNY before (most recently in the Spring/Summer 13 Campaign) but he is my favourite photographer.

Marketing...

This part involved looking at how I would have my shop laid out and what the decor would be like etc.

Because I couldn't find a shop layout that I liked I chose to draw up my own on Illustrator. I kept it fairly basic and open so that the consumer wouldn't feel overpowered by the store.

For my store decor I found an image from a Dior store a few years ago that had lots of gothic black butterflies around the walls and on the ceiling. I also like the bare brick in AllSaints shop so decided to merge the two ideas together.

Packaging...

For this part I had to incorporate my final logo into the packaging I would use.

I chose to stick with a white background on the bags as I felt anythig else would 1) make it hard to read the logo, 2) would ditract from the logo and 3) would be too different from the original packaging. This is my final style of packaging; 3 shapes of bags, 1 gift box style but in different sizes and 1 style of tag. 

Branding...

Because I am re-branding DKNY I chose to re-design the logo too. I chose to only change it for this season as the logo only suits this season and therefore would look out of place for Spring/Summer '14.

For this section I experimented first with different designs but kept the same font which would have been good as it would have linked better with DKNY however I wanted to move away from that so therefore decided to change it and experiment with fonts too. Some I felt were too fancy and weren't very legible so I chose the second logo down in the right column.   

My Final Designs...

My Final Trend Research Boards...

Making DKNY Link With My Theme

I have to make my theme link to DKNY therefore I decided to take elements of the garments in the Fall collection and merge them into my own designs...

This image is taken from my trend/forecast book and shows how I have taken elements of her designs that I like. 

This is an example of one of my designs that has been made with a quilting technique. It links to DKNY as it's a popular trend however I have made it my own by adding studs to it.

 

My Trend Research

When doing my trend/forecast book i was told to seek inspiration from the website www.weandthecolor.com. I personally think it's one of the best websites as it looks at illustration, fashion, photography, architecture, graphics and all other forms of art. From this website I gained so many ideas and discovered some brilliant artists, such as the likes of ...

Restless by Lukasz Koniuszy

Most Precious Blood by Elizaveta Porodina

When the Night Comes by Manuel Rebollo

Design Development

Whilst doing my research I came across a piece of art called Black Grunge. I felt that it fit in with my theme really well and therefore decided to incorporate it into my designs like so ...





DKNY Fall 13/14

This is the Catwalk Show for DKNY Fall 13/14...

From this collection I will take elements of the garments and incorporate it into my designs. For example the quilting technique, and sheer fabrics and my most favourite ... the oversized coat.

Design Development

Just a few rough starter development designs ...

Andrew Yee

Whilst researching my trend I stumbled across the photographer Andrew Yee and a collection of images under the name Ornate Expectations. I love these photos (especially the first <3)  and they fit in perfectly with my trend.

My Trend = 21st Century Romance

For this project I have decided to base my designs and trend research on the trend 21st Century Romance. Its look is very dramatic, ornate and sometimes dark, in contrast tho i have looked into a more feminine side too so as to fit in with the DKNY theme. This look is very delicate, fragile and use of soft colours. My initial research came from WGSN.

 

Brand Report

The first part of our project was to research and produce a professional report on the brand DKNY. For this I looked into:

• About Donna Karan
• Her Style in both DKNY and Donna Karan
• Product Offer
• Social and Moral Issues
• Pricing
• Store Layout
• Competitors
• Brand Identity
• SWOT Analysis

Rather than just looking on the internet I decided to visit the DKNY Bond Street, London store to get a real insight into the brand. On this visit I was able to research; her style, product offer, pricing, store layout and have a look at the other competitors on Bond Street.