BRAND STRATEGY

THOM BROWNE. 1.2.3.

FOREWORD

THOM BROWNE. 1.2.3.

This book informs you about the brand strategy for Thom Browne 1.2.3., a brand extension of Thom Browne New York. It shares the same values as Thom Browne New York but caters a different product category, thus market segment.

FOREWORD PAGE 03

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PAGE 03 THOM BROWNE. 1.2.3.

INDEX



INDEX

THOM BROWNE 6 AMBITION 8 THOM BROWNE 1.2.3. 10 PRODUCT 12

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INDEX

PRODUCT BRANDING 20 PRICE 22 PLACE 24 PROMOTION 30 SOURCES 34

THOM BROWNE. 1.2.3.

INDEX

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PAGE 06 THOM BROWNE



THOM BROWNE

In the 21st century, where jeans and t-shirt have become the average dress code, Thom Browne’s world of jackets and trousers is the anti-establishment stance. Non-conforming to the paradox of choice in casual wear, the brand reintroduces the effortless idea of wearing a sartorial uniform. A pattern in your daily routine that signifies differentiation rather than conformity. Vision Uniformity is refreshingly effortless. Mission

THOM BROWNE 1.2.3.

Thom Browne makes the everyday cool.

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THOM BROWNE. 1.2.3.

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AMBITION



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THOM BROWNE. 1.2.3.

AMBITION

In order to meet customer demands as well as enhancing brand growth, the brand‘s ambition is to extend its vision into a more accessible product category.

Through the brand’s nonconformist conformity, Thom Browne can differentiate itself from classic luxury brand extensions by offering something everyday conventional.

FOREWORD

Contrary to brand competitors, Thom Browne so far does not have a second tier level of accessibility, resulting in stagnating growth. Interviews with the mentality group as well as observations by Thom Browne flagship store have revealed that there is a high demand in more accessible goods.

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PAGE 10 THOM BROWNE. 1.2.3.

THOM BRONWE 1.2.3.





THOM BROWNE 1.2.3.

Thom Browne 1.2.3. embraces the simplicity of the daily morning routine through a product line of everyday essentials. Inspired by the same procedure everyday, the products of Thom Browne 1.2.3. are defined according to the daily morning routine: 1. Eat Breakfast 2. Get Ready 3. Off to Work.

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PAGE 12 PRODUCT

PRODUCT

In order to maintain a simple formula of 1.2.3., the line consists out of 3 products at a time, featuring one product from each category. This formula changes seasonally. 11111 11111 11111

Eat Breakfast.

22222 22222 22222

Get Ready.

THOM BROWNE. 1.2.3.

33333 33333 33333

Off to Work.

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THOM BROWNE. 1.2.3.

PRODUCT

PRODUCT

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Eat Breakfast. This category is about the breakfast essentials needed to consume the first meal of the day, from coffee mug to cereal bowl.

PAGE 14 THOM BROWNE. 1.2.3.

PRODUCT



PRODUCT

Get ready. This category will feature bathroom basics used throughout the daily morning routine, like razor or comb.

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THOM BROWNE. 1.2.3.

PRODUCT

PRODUCT

Off to Work. Reintroducing the value of pen and paper, this category will feature stationery classics. PAGE 15

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THOM BROWNE. 1.2.3.

PRODUCT



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PRODUCT

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THOM BROWNE. 1.2.3.

PRODUCT

Product Design. PRODUCT

For the design of the products, Thom Browne’ value of Quirky Conservatism will be considered from product choice to execution. Giving traditionalist Mid Century Americana a youthful make-over, the products wil always be cool, masculine and simple.

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PAGE 18 PRODUCT



PRODUCT

Product Uniformity. As uniformity is Thom Browne’s signature, all three products will share the same colour and texture. In order to stay true to the Thom Browne design credentials, the dominating color will be either white or medium grey, with R/W/B used as highlight colors. Product Materials.

THOM BROWNE. 1.2.3.

The materials used for the products will be masculine and cool. There will be no embellishments or excessive decoration.

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PAGE 20 THOM BROWNE. 1.2.3.

PRODUCT BRANDING





PRODUCT BRANDING

THOM BROWNE. 1.2.3.

‚1 2 3‘ is added to the general brand logo. Placed at the bottom of the products. Font: Arial Narrow Size: Thom Browne - 17pt 1.2.3. - 11 pt 20

THOM BROWNE. 1.2.3.

PRODUCT BRANDING

PRODUCT BRANDING

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R/W/B. The products will be branded with the corporate R/W/B color strip for brand recognition and conceptual reference to the 3 products of Thom Browne 1.2.3.

PAGE 22 THOM BROWNE. 1.2.3.

PRICE



PRICE

In order to meet the purpose of making Thom Browne more accessible, the prices of Thom Browne 1.2.3. will always stay below those of ready-to-wear.

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However, when looking at the other end of the spectrum, Thom Browne 1.2.3. averts additional extravaganza. This results in more moderate price points than indulging high-end specialists.

PRICE

Strategically defining a price segment, the brand is following its brand mission of making the everyday cool. This means, that Thom Browne 1.2.3. will sold at more exclusive price points than convenience products, as they are design-driven objects.

THOM BROWNE. 1.2.3.

PRICE

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PAGE 24 PLACE



PLACE

Thom Browne 1.2.3. will be sold through 4 different channels, in international cities. The main focus will lie on Thom Browne’s key markets: US East Coast, Central Europe and South-East Asia. If the brand extension is successful after one year, the availability will slowly spread more widely. To maintain the brand value, the items will be sold in a fashionable context.

THOM BROWNE. 1.2.3.

1) Monobrand Stores 2) Department Stores 3) Concept Stores 4) Online Retailers

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THOM BROWNE. 1.2.3.

PLACE

PLACE

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Monobrand Stores. As the Monobrand Stores in New York and Tokyo form the flagship of the brand, they offer the entire range of Thom Browne, including Thom Browne 1.2.3..

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PLACE

Department Stores. Thom Browne 1.2.3. will be sold in unconventional department stores, like Colette in Paris and Dover Street Market in New York, London and Tokyo. Within their assortment, Thom Browne 1.2.3. can stand out through its conventional product line. Besides selling in their retail spaces, Thom Browne 1.2.3. can also benefit from the online shop channels of these department stores, in order to reach an international clientel.

THOM BROWNE. 1.2.3.

If the brand extension is successful after one year, the distribution will expand towards more conventional department stores, that also sell Thom Browne readyto-wear, such as Barneys New York or Le Bon Marché, Paris.

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THOM BROWNE. 1.2.3.

PLACE

Concept Stores.

As the webshop of these stores are a popular shopping destination, Thom Browne 1.2.3. will also benefit from these channels. The line will be made available through these webshops, in order to maximize reach.

PLACE

In order to further make Thom Browne 1.2.3. accessible, Thom Browne will be available in concept stores, selling other items besides clothing. Examples are OkiNi in Newcastle, Voo Store in Berlin and Broken Arm in Paris.

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PAGE 28 PLACE



PLACE

THOM BROWNE. 1.2.3.

1. EAT BREAKFAST

2. GET READY

3. OFF TO WORK

Thombrowne.com The items will be available through the Thom Browne online shop, however, as Thom Browne does not prioritize its online distribution channel, the webshop layout will not be renewed. 28

THOM BROWNE. 1.2.3.

PLACE

Online Retailers. PLACE

Thom Browne 1.2.3. will also be sold through selected online retailers, who sell a range of accessories and lifestyle products, besides ready-to-wear. Examples are: mrporter.com or ssense.com. These channels reach an international clientel without generalising the products and brand.

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PAGE 30 THOM BROWNE. 1.2.3.

PROMOTION



PROMOTION

Sticking to its conservative and masculine roots, Thom Browne is not keen on excessive promotion. The brand follows the show-don’t-tell approach, focussing on the fashion shows for press, as well as story-telling retail spaces. Online platforms are purely used for social media in order to promote the two former.

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THOM BROWNE. 1.2.3.

PROMOTION

Pop Up Installation.

The pop-up installation will be combined with launch events inviting people from the fashion industry and press to preview the line and create a buzz.

PROMOTION

In order to promote the line, Thom Browne 1.2.3. will launch pop-up installations which highlight the concept behind the brand extension. The installations will be set up in suitable department stores in order to access a wide audience of brand aficionados and new enthusiasts. The choice of location will be within the key markets to cater the mentality group.

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PAGE 32 THOM BROWNE. 1.2.3.

PROMOTION



PROMOTION

Collection Presentation / Performance Piece. As Thom Browne frequently uses performance throughout its fashion shows, the brand will introduce Thom Browne 1.2.3. through a performance piece complementing the F/W 16-7 show. The narrative will focus on the simplicity of the daily morning routine.

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THOM BROWNE. 1.2.3.

PROMOTION

Social Media. Thom Browne uses social media to communicate the brand’s actions as well as informing brand enthusiasts about press coverage. Facebook.

Instagram. Instagram is the brand’s main channel for social media, with the most followers compared to other platforms. Thom Browne 1.2.3. hence will have its own account, communicating about products, promotional news (i.e. pop up events) as well as press coverage. Twitter. Thom Browne 1.2.3. will be communicated through the Thom Browne twitter channel, however will have its own account if there is sufficient press coverage after 6 months.

PROMOTION

Thom Browne 1.2.3 will initially be launched through the Thom Browne Facebook page, which will communicate news about Thom Browne 1.2.3., together with information about Thom Browne itself. If there is sufficient press coverage etc. after 6 months, Thom Browne 1.2.3. will launch its own Facebook page.

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PAGE 34 SOURCES

SOURCES

page 7. lioneldeluyphotography.tumblr.com. 2014. Lionel Deluy Photography. [ONLINE] Available at: http://40.media.tumblr.com/551e53e087412472699d3810a589ea03/tumblr_ n7e917pw7E1s5txglo1_500.jpg. [Accessed 10 May 15]. page 8. selectism.com. 2009. Thom Browne at Pitti Uomo. [ONLINE] Available at: http://www. selectism.com/news/wp-content/uploads/2009/01/thom-browne-pitti-uomo-5.jpg. [Accessed 10 May 15]. page 11. trendland.com. 2011. Jean-Francois de Witte’s Still Life Photography. [ONLINE] Available at: http://trendland.com/jean-francois-de-wittes-still-life-photography/. [Accessed 10 May 15]. page 13. symmetrysymtom.tumblr.com. 2012. Symmetry Symtom. [ONLINE] Available at: http:// symmetrysymptom.tumblr.com/post/6319539166. [Accessed 10 May 15]. page 14. vanvincent.nl. 2014. Delta Lloyd. [ONLINE] Available at: http://www.vanvincent.nl/filter/ portfolio/delta-lloyd. [Accessed 10 May 15].

THOM BROWNE. 1.2.3.

page 15. minimalissimo.com. 2015. Envelope. [ONLINE] Available at: http://minimalissimo. com/2013/04/envelope/. [Accessed 10 May 15]. page 25. haberdasherstandard.com. 2014. Brand Story Thom Browne. [ONLINE] Available at: http://2.bp.blogspot.com/-vJikD91SHF8/UCxOw7SJUcI/AAAAAAAACqs/OlZK3ENJ47s/ s1600/TB+Shop+1.jpeg. [Accessed 10 May 15].

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