DAMIR DOMAHistory of Fashion - Prof. Jean-Marc Chauve

Team: Arthur Chiu, Noriko Osawa, Luiz Guilherme Rodrigues, Jordan Sellers, Yimeng Zhang

DAMIR DOMADesigner Background

Damir Doma

- Born in Croatia in 1981.

- Grew up in the Bavarian part of Germany where his mother owned a clothing atelier.

- Studied fashion design at ESMOD in Munich and Berlin.

- Graduated in 2004 with magna cum laude honors for best collection.

- After graduation, moved to Antwerp, Belgium where he trained with Dirk Schönberger and Raf Simons.

DAMIR DOMA

2006

2007

2009

Menswear SS08

Brand History

- First collection bearing Damir Doma’s name was launched, after the designer partnered with Swiss venture firm Paper Rain.

- Debuted in Paris Fashion week with his Spring/Summer 2008 Menswear collection.

- First Damir Doma store opened in Paris in a hidden street in the Marais district.

- First fragrance was launched in collaboration with New York based firm Sixth Scents Perfumes.

DAMIR DOMABrand History

- Launch of an eyewear collection in collaboration with Berlin-based Mykita.

- The brand’s three-level flagship store opens at 54 Rue Faubourg Saint-Honoré.

2010

2011

- The first women’s prét-à-porter collection was showed in Paris Fashion Week.

- Launch of a diffusion line, SILENT by Damir Doma.

- Becomes an official member of the Chambre Syndicale de la Mode Masculine.

2012

Flagship store

Pre-Fall 2011 Summer 2012 Summer 2014

DAMIR DOMABrand Identity

- Began in menswear before branching into women’s. As a result, there is a strong essence of tailoring in his designs.

- For menswear he’s often be credited (or accused!) of initiating a sect of dark followers. Indeed his austere, monk-robe chic ideas for men come mainly in black.

- Much layered, loose-aesthetic based by piling piece on piece.

- Urban monk. Hermit. Nomad.

- Key pieces: Drop-crotch shorts, minimalist jackets and pleated garments.

Menswear

DAMIR DOMABrand Identity

Spring 2013

- Damir Doma’s favorite kind of woman looks fragile, but acts strong.

- Streamlined and sinuous.

- Subtle and sensible tailoring.

- Strong study on layering: jackets, floaty tops, slouchy shorts and blazer over dresses are some of the ideas that he likes to play with.

- Minimal aesthetic: clean, uncluttered silhouette.

- Austere about color. Black, white and gray; long, loose and often layered.

- Ascetic, almost religious form of indulgence.

Womenswear

DAMIR DOMABrand Identity

Spring 2011

Brand Identity

- Long dresses in jersey and silk crepe shirts with asymmetrical panels round out through the collections.

- Wide floor-length trousers that sit high on the waist and worn with elongated men’s style shirts.

- Pieces that look and feel soft.

Womenswear

DAMIR DOMA

- The “casual” collection

Casual = more subtle, relaxed

Casual = younger, less formal

- Wardrobe essentials

Backpacks

Tee shirts

Shorts

!“New Armani” -Dr. Concetta Lanciaux (global head of strategy at LVMH) “The new elite of luxury designer” -WWD

Bloggers describe his style in different ways... !“The third generation of Avant garde” “His design is not avant-grade, not eccentric but unique.” “When you wear the clothes, gently calm but obviously different atmosphere comes out. Contrary to the appearance, it can be worn lightly unexpectedly.”

DAMIR DOMA knows customers... !“He knows that women are not satisfied with provided ensemble.”

(2012 SS collection) -Vogue I was immediately struck by Damir’s capability to create a difference in terms of look and that’s what I believe people are looking for."

- Bernd Beetz (Chairman of the board / former president of Christian Dior)

DAMIR DOMAReputation

77,318Most popular city: Seoul, South Korea (where 2nd store is planned to be opened) !Most popular age group 18-34 years oldas of 4 December 2013

40%60%

60% in Asia

“I am a big fan of the US, so America is certainly that is something that’s on our radar screen” - Bernd Beetz (Chairman of the board )

9 million EUR in sales Equally distributed across the brand’s men’s, women’s, Silent (second line), with the women’s line showing the fastest rate of acceleration

DAMIR DOMACustomer

Where is the brand stocked?

!

- Only 1 boutique but is stocked by many concept stores and multi-brand boutiques globally (e.g. Le Bon Marché in Paris, Dover Street Market in London, Lane Crawford in Hong Kong)

How many stores?

!

- Only 1 boutique in the world at Paris 54 Rue du Faubourg Saint-Honoré (opened just over a year ago)

- Slowly expanding: planning to open a second store in South Korea

DAMIR DOMAStore Distribution

-Online retailers?

- Has a e-shop on official website offering limited pieces

- LN-CC, L’eclaireur, Luisaviaroma, TheCorner, Ssense, Hypebeast and most other major online retailers

-

-How is business doing?

- Paper Rain: parent company of label

- Close to 9-million euro sales (BoF Sep, 2013)

!

- “Paris, a city with a fashion ecosystem not traditionally known for supporting young designers, Doma stands almost alone as a young designer building a successful business without the backing of a major luxury group”

DAMIR DOMAFirm Operations

Thank you!