P I TR Ashish Fall 2015

Michelle Loredo Mendez Representation Techniques 2 2013-2014 Level 5 Computer Tools 2 Nicolas Godon

Ashish Fall RTW 2015 6-15

Strategy

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Editorial

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Catalog

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Website

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Ashish

Ashish has been established since 2005. The designer of the brand is Ashish Gupta. His ideal clients are fun-loving and sexy with a sense of humor. “She likes to make an entrance,” states Ashish.

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This brand is all about turning heads and making a scene with the clothing that Ashish creates. Ashish is a wild, crazy, and fun brand.

No matter what the case is people Ashish right now can only be found can trust on expecting to be “wowed” in some limited stores or online webin his collections. sites, this new approach will include Ashish in every big corporate chain Ashish is a well known designer in department stores like Nordstorm, the United Kingdom, but that does Neimus Marcus etc. not mean there can’t be any improvements. Ashish does not adver- Ashish new collection will be for a tise much for their audience, mean- more broader audience where a lot ing Ashish does not participate in of youth can relate and not have it so any marketing such as magazines, “over the top” or “shocking”. parties, commercials, social media, and many more. This new collection will be all about neons. Neons will represent the new Ashish’s main target are for the young campaign that will be launched for crowd that are not afraid to be differ- Ashish, Trip. Trip symbolizes being in ent. If you have not heard of Ashish an acid trip, which will be influenced it wouldn’t be a shock because Ash- and seen through out the editorials ish does not make an importance to and campaigns. The new collection advertise. will be all black with a touch of pop Another key aspect of this brand is neon color in the garments. that Ashish is for a specific niche, a very small one. Having that said, in order to incorporate a bigger target Current communication activity are the brand must have a “change” in none other than their own website. order to attract potential consumers. Therefore Ashish has many opportunities to start being active on social media, TV, magazines, and many more.

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With this new collection making it more for a broader audience, since the clothing will be soften from being so “wild” the campaign itself will be representing more of the “shocking factor”.

The target market are females whom are in university or school experimenting their curiosity and going into a world of colors.

Like the regular consumers of Ashish, only this time there will be more consumers. These consumers will want to achieve A TV commercial and magazine editori- one thing which is look fashionably good als will compliment this new launch. no matter where they goWhether they’re attending school, party, family occasion The message of this new collection is they will accomplish looking “bad ass” simply that anyone could wear Ashish. and good in Ashish garments. The campaign will be focusing on urban areas and common streets where the The overall feel to the collection and look hard core party scenes take place like is edgy and dark. Dark being all black New York City, Brooklyn, and Los Ange- colored garments, but edgy for the neon les. Therefore representing all rebellious pop of color. It gives a sense of “rebelyouth doing what they know best being lious cool kid” message. wild and partying. This will glorify the youth target and relate to their partying, What the brand wants to avoid is to be hence the acid trips. loud and obnoxious with the clothing. The transformation is all about not being wild Target Market will be between the ages with the clothing or too carried away. Inof 17 to 23 all females that are rich, medi- stead bringing it down a notch by letting um class, or poor. Meaning anyone could the story and campaign do all the “noise” wear Ashish and still be a “bad ass”. of the brand.

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y r r Te

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a h c Ri

Terry Richardson is the key to the new collection of “Trip”. His style when it comes to photography is the feel that the campaign and story must be to back up this collection. With the type of technique and his approach with photography it will help Ashish achieve the view of “Trip”.

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Editorial 16

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s of t e e r t he s Hair t . n n i o t n dso ding r d a o C h r. c i e o i c R D a r y r m G r o s fr y Te t by e b s o i h l h p y an. S t a b . r s y h g a e t o b R t a o r Pho cG rdr rom a f M W s t e a . s P n s y Brookl e up done by rcon. Sungla a ak and m omme Des G yC Hat b

Photogra ph by Te rry Brooklyn . Wardro Richardson in a be stylis s and mak t by Gra ubway of e up don ce Coddin e by Pat Madden. gton. Ha M cGrath. Accessor ir Shoes by ies by Ur hat from St ban Outf Sabo ski itters. S eve rt. horts an d

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lyn. k o o r B ts of e e r t s e ke up h a t m n i d n n rdso orts air a h a H h S c . i . n R a o r dingt Terry y Za d b y o b C s l e h e c e p h a ra Photogr stylist by G cessories and be Ac o r . h d r t a a r W McG t a P y ers. t t i done b f t u an O b r U m fro

of s t e e ir r a t s H . e n th ddington i n o Co rds e a c h c a i r ry R ist by G r e T by h. tyl t h s p a r e a r b G g o c Photo n. Wardr by Pat M e ly Brook ke up don a and m

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Photo g Brook raph by T er ly and m n. Wardr ry Richar ds o a Outfi ke up don be stylist on in the tters e . Sho by Pat M by Grace streets of C rts b y Za cGrath. T oddington ra. . Hai ights r from Urba n

ts of e e r t s e h t n i hardson c i R y r r e T ton. y g b n i d d o C e c a r Photograph ylist by G t s e b o r d r essories a c c W A . h t a r G c Brooklyn. by Pat M e n o d p u e k a Jacobs. c Hair and m r a M y b t a lville. H by Brandy Me

Photogra ph by Ter ry R Brooklyn. Wardrobe ichardson in the s tre st and make up done b ylist by Grace Co ets of d y Pat Mc Grath. A dington. Hair ccessorie s by Dior .

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Photograph by Terry Richardson in the streets of Brooklyn. Wardrobe stylist by Grace Coddington. Hair and make up done by Pat McGrath. Sunglasses by Rayban. Shirt by Express.

Photograph by Terry Richardson in the streets of Brooklyn. Wardrobe stylist by Grace Coddington. Hair and make up done by Pat McGrath. Shoes by Another Stories. Stockings by Topshop. Top by Zara. Sunglasses by Dior.

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s of Brooklyn. et re st e th in on ds ar ch Ri y rr Photograph by Te . Hair and make up done on gt in dd Co ce ra G by t is yl st Wardrobe . Skirt from French do Al by ts gh ti d an s oe Sh . th by Pat McGra Sunglasses by Chanel. a. ar Z by s ie or ss ce Ac s. on ti connec

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Website 32

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Ashish The website was launched as a blog dedicated for the new collection. This blog will introduce the new approach for Ashish as a brand. It will help the audience understand, comprehend, feel, and look at the new direction that Ashish is taking with this new collection. By doing a blog it will help the awareness through social media (the designer does not have any social media, therefore could not include/link any social media on the blog) and most importantly capture new audience to the brand. The blog consist of four main sections which are: about, behind the scenes, collaboration, and sneak peak. The about section is getting to know the brand and the designer. Behind the scenes consists of the beauty aspect and the photo shooting of making the campaigns, editorials, and the catalog. Collaborations are the celebrities that have been featured for this specific collection, Trip. Lastly the sneak peak section is giving the audience a “taste” of the new collection that way the audience can more or less what’s going to be launched. Wordpress Website: http://ashishuk.wordpress.com

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