INTRODUCTION

Traditionally the world was divided in masculine and feminine characters;

pragmatic vs. emotional, active vs. passive, ratio vs. physical and leader vs. follower.

Postmodern society strongly decodes these binary oppositions.

Ruben Pawlik proposes a new reality, in which gender constructions no longer rules

fashion expression.

He sparks conversation and co-creation through art. And builds a passionate, intimate,

realtionship with the academic target consumer.

Competitior analysis often show lack of strong brand identity and branded story.

Ruben Pawlik offers more then genderless fashion.

This plan is divided in seven parts which elaborate on the brand identity (1),

the target consumer (2), the communication objectives (3), budget (4), the message (5),

tools and media (6), and media planning (7).

Ruben Pawlik is a genderless brand. Selling hand-

crafted, quality garments, made in Italy.

Jacket €1300

Meet Ruben Pawlik

Ruben (1974) is an Antwerp based

designer who speaks

Flemish, French and Italian.

He embraces Burgundy Red, Royal

Blues and handcrafted quality be-

cause of his love for royal and

theatrical allure.

He grew up being intrigued by art in

all its facets. Drawn to traditional

art for its weight and aura, modern

art for its reflection on what is

happening in society today and

popular culture for the way people

react to these notions.

He is fascinated by the function

of identity and signs in contem-

porary society. He plays with the

boundaries, just to see how far they

stretch.

His big example is Yves Saint

Laurent for his magnetism, his broad

perspective on sex and gender and

his focus on the person.

He is currently inspired by

theories of;

Judith Butler –

“You as a subject do not create or

cause institutions, discourses and

practices, but they create or cause

you by determining your (…) gender”

and Malcolm Bernard –

“It is not the case that fashion

and clothing simply reflect an

already existing sex and gender

identity, but that they are part of

the process by which attitudes to

and images of both men and women are

created and reproduced”.

(1) BRAND IDENTITY

Brand keys;

Tone of voice; propositional, Topic;

break open constructed values, Niche; New

luxury to designer prices, Gap; commer-

cial brand identity, Tool; Branded story,

Message; Not gender constructions, but

Quality rules fashion preferences,

Primary aim; passionate intimate and

interactive relations with the consumer,

Base; proposing new realities and

thereby breaking open gender

constructions, Expressive value;

Foregrounding

Broad audience / niche market

(2)Target Consumer

A broad interactive audience will help spread brand awareness. A niche will buy the product and become an brand ambasador.

Ruben Pawlik targets open minded, and refined, individuals, who consciously think about life. They are aware of binary

oppositions in the construction of modern day society and like to play with this. They shape their new reality with the help

of the arts, literature and fashion, which provides inspiration to endlessly (re)construct their identity.

They have a high level of patience, are highly educated, and enjoy creating long, lasting relationships. At the same time

they truly value their individuality and enjoy celebrating this in hidden details, royal blues and deep tones.

You find them amongst noted artists, journalists, writers, art dealers, professors, (attorneys, physicians, PR specialists,

etc.) People of today, who consciously choose their media input.

They educate and entertain themselves by reading, writing, or engaging in weighty discussions with their peers during social

activities. They are culturally engaged and frequently see art house movies and watch TED conference videos. They read

special intrest magazines, like Metropolis M or X-tra magazine which they pick up during the day, and enjoy spending an

afternoon in the theater cafe drinking coffee while reading a stack of newspapers.

They spend their evenings between work/ family related activities, or conscious relaxation in attempt to

enjoy the scarce evening tranquility.

They are attracted by the inhibition and cultural buzz of the metropolis and like to go on city trips. From time to time,

they rediscover their own city when friends or family come over for a visit.

They are familiar with online shopping and have a regularly visited set of distinctive boutiques. The academics are okay

with paying a premium for name branded clothing to buy into exclusivity and actualization. For them fashion isn’t much about

what is “en VOGUE” but mostly about what they can wear for at least ten years. Quality is never out of style.

(3) Communication objectives

Aim is to become part of the target consumer’s evoked set regarding

genderless fashion. Cognitive objective

-Brand level: To break open current ways of looking at society,

propose new visions, through art. Encouraging the potential consumer

to think in a new, conscious light.

-Product level: To generate awareness of the hand crafted,

genderless fashion collection. Affective objective

-Brand level: For the consumer to formulate a personal vision, on

the construction of gender, and link the new insights to the brand.

-Product level: Drawing the consumer to a close-up level of the

collection, so they can get acquainted with the hidden details of

handcrafted quality, linking this interst with genderless fashion.

Behavioral objective

-Brand level:To create a dialog by facilitating the target consumers

and ambasadors to share their personal vision.

-Product level: The campaign, leading the formulation of a personal

vision, binds consumer and brand to convince him or her to buy a

piece of the collection.

(4) Budget

(5) The message

Attention:

To reference social constructs, we foreground current visions

on them in art expressions. We thereby invite our consumer to

consciously think about how they view the world around them.

Interest:

Handcrafted quality, a collection which is not led by gender,

The Art scene, Fashionweek, Postmodern society, Gender constructions,

social constructions, conscious living, an internship programme to

celebrate Italian handcraft, Plenty of angles on the brand story to

inspire and encourage consumer and press.

Desire:

With the angles and tone of voice we propose to create renewed

awareness. Which establishes a bond between the consumer and the brand.

The encouragement to form a personal vision on the matter serves the

desire to express this by becoming a brand ambasador.

Action:

The consumers and ambasadors are invited to read and perhaps write for

the magazine. To form, share, and express their vision on the website.

they are enticed to visit an art exposition, get triggered by the

collection, buy a part or otherwise explore our brand story. For Ruben

Pawlik the ultimate honor is for them to take us on and invest time into

responding to the message

S.M.A.R.T Objectives

1. Selling 2000 pieces of the collection.

Average price € 700.

2. 500 editors representing different

magazines and online expressions

attending the press event.

3. 100 different media feature an editorial

article about Ruben Pawlik within two

months after the press event.

4. 700 visitors come to view our art

exposition per metropolis.

5. 5,000 free copies of the magazine are

picked up in the art expositions in the

different metropolis

6. 6,000 free copies of the magazine are

picked up in the stores where the

collection is sold.

7. 20,000 website visitors.

8. 10,000 online magazine readers.

9. 2,000 online commenters.

10. 200 online article writers.

11. Break even point withing the first yr.

Tools & Media (6)

Seven art expositions of seven Ruben Pawlik

inspired paintings(a), in seven European

metropolis.

A press event and conference(b), at which all

forty nine paintings are shown simultaniously,

generate publicity.

A sponsored magazine(c) available at the

expositions, which redirects readers to website

and retail stores, further elaborates on the

brand story.

A website(d) at which the consumer finds the

collection, creates an interactive relationship

and buys the product.

All media link to each other, and the consumer

can connect to each of them individually.

(a) Art Exposition

A collection of 49 Ruben Pawlik inspired

paintings that foreground new realities on the

construction of binary gender oppositions, is

shown in groups of seven

The comminuaction tool references the interest

the target consumer has in art.

The expositions are held in Antwerp, Arnhem,

Berlin, Paris, London, Milan and Stockholm, as

the collecion is sold at local retailers in these

metropolis.

Ruben Pawlik briefs seven up and coming artist to

create a visual translation of the brand story

that serves as a representation of the fashion

aesthetic.

It is important to display different visions on

the gender matter to open the discussion.

Visitors can pick up a limited special edition of

the sponsored magazine at the exposition.

Objectives Art Exposition

-Breaking open current ways of looking at; binary oppositions in society, art and fashion communication through visual representations.

1)Artistic credibility, as this communicative means can only work when the advertising presented as art is accepted as such.

-Brand awareness

2)Commercial value. The paintings will be used in and as print ad campaigns/ free publicity, and represent our brand and collection.

Broad audience

3)Fashion aesthetic representation, as the consumer identifies with the brand aesthetic through the art.

Project briefing –

Ruben Pawlik – Proposing new

realities

Ruben Pawlik is a new brand

selling handcrafted,

genderless fashion. Our

primary aim is to create

extensive brand awareness with

our target group.

The brand is based on

proposing new realities and

thereby breaking open

constructed values. A major

branding objective is to

invite our target group to

think about what their

personal vision is

regarding these issues. We

view the world as follows:

In the post modern western

society we have seen a strong

shift of gender roles. Females

have been fighting for the

same rights as males and the

criteria for emotional

maturity have changed. Gender

traits are no longer fixed;

women can be pragmatic and

rational, men can talk about

feelings and inner conflicts.

As these binary

oppositions of gender

construction are being decoded

we wonder what this could mean

for the way we dress.

With this in mind we ask 7 up

and coming artists from 7 me-

tropolis to create 7 paintings

on canvas format 50 x 40 cm.

The paintings replace photo-

graphic advertising. The aim

of the exhibitionis to gener-

ate free publicity stimulate

people to think for themselves

and create new opinions.

There are 3 rules:

1. The paintings have to reference the Ruben Pawlik collection. Like art

and drawings traditionally displayed new fashion styles before photography

was invented.

2. The paintings should show your personal vision on gender and its

role in society. (remember that the aim is to make people more

conscious about how they construct meaning in society)

3. You are asked to attend the grand opening, including conference and

press event in Antwerp.

You are invited to cooperate on a no sell/ no pay basis. Ruben Pawlik generates free publicity, and thereby helps

you establish your name in the world of art. Profit from paintings sold after the expositions in entirely funded

to the artist. Paintings are not for sale during the campaign.

For an image of the target group, a broader perspective on the brand identity and collection please consult the

included brand manual.

(b) Public Relations

The art expositions represent a new way of fashion advertising, drawing

back on historical fashion industry traits.

The press event and conference are aimed to start a discussion about the

function of gender notions and to generate free pulicity in the

magazines our target group reads.

500 editors are invited to a press event and conference held in Antwerp,

the residence of Ruben Pawlik, where, solely for this event, all 49

paintings are shown at once.

The conference will feature panels discussing the proposed issues to

inspire the editors to form their opinion on, and write about, Ruben

Pawlik. The brand story provides many different angles from which to

approach Ruben Pawlik.

The artists will attend the event to elaborate on their inspiration and

choices. For them this is an interesting opportunity to connect to a

large and diverse group of press as well as like minded international

talents.

All press will receive a special edition magazine serving as press pack,

including all digital image material.

Objectives PR

-Media bubble.

1) The press event will establish a link between

society, the Arts, Fashion, lifestyle,

postmodern discourses (their media

representatives), the internet (blogs,

websites) and the brand.

-Brand awareness

2)Press is encouraged to form their own

opinion inspired by the panels discussions at

the conference.

3)It will generate traffic to the art, magazine

and website which are all media for the

brand to communicate its story.

Showstudio

Adbusters

Monocle

Metropolis M

Volkskrant Magazine

X-tra Magazine

Science of the time

Nico

Glamcult

Little white lies

(c) Magazine

A total of 12,000 FREE, bi-annual, special edition magazines is distrib-

uted to seven countries.

Each magazine batch is hand-numbered (1 /1250, 2/ 1250 etc.)

The consumer edition is issued in 6 languages and available at the art

expositions and in Ruben pawlik selling retail stores.

(Leclaireur, Paris. Ennu, Amsterdam. Paul & Friends, Stockholm. Daad,

Milano. Dover Street Market, London. Apartment, Berlin. Louis, Antwerp.)

The press edition is hexa-lingual; 6 languages in inoe magazine. These

are only available during the press event and conference and serves as

press pack.

Next to this an online version magazine as part of our website, will be

available in each of the six languages.

For the content of the magazine Ruben Pawlik refers you to the editorial

formula. The tone of voice will be open, proposing and inviting. Ruben

Pawlik will write about the topics that inspire and fascinate him, which

come from society and will primarily evolve around gender issues. The

readers are triggered to give us their opinion and contribute to

subsequent editions, using the website as their medium.

The follow up bi-annual editions are available online and in limited

hardcopy batches.

1,250 Italian

1,250 Swedish

1,250 German

1,250 English

2,000 French

4,000 Dutch (BE/NL)

1,000 Press editions

12.000 total

Objectives magazine

-Brand awareness

1) With the space to go deeper into the subject, the magazine elaborates

on the brand’s vision and invites the reader to form their own

vision, and display this in a next issue.

2)The special press editions aims to inspire the editors to write about

the brand and provides insight in the many angles to the brand story.

-Consumer involvement

3)Createing a magazine people want to keep because they

attribute value to it.

4)the magazine generates traffic to the art exposition(s),

the website and the retail stores, as all of these different tools

can be the starting point for the relationship between the consumer

and Ruben Pawlik.

(d) Website

A no-nonsense approach to the online expression focused on co-creation of functional content and

sales of the collection. Topical articles, conducted by the editorial team, relate to the brand

story and are complemented by work of actively involved consumers.

The website is an essential tool to differentiate from the competition. Since, as stated in the

introduction, competitior analysis shows a lack of strong brand identity and branded story.

The website has three main functions. All aimed at placing fashion within a more profound

sociological discourse.

1. A platform which breathes vision, proposes new realities and tells the complete brand story.

2. The implementation of a social conversation platform, where target consumer comments,

produces and shares content.

3. An online location for sales of the collection.

Consumers enter the website from any of the four media used. (Art, Free publicity, Magazine, and

purchased items in retail stores). All very different worlds, and very different levels of

involvement.

To bridge this gap, the website is divided in five visitor types; watchers, sharers, commenters,

producers and ambassadors.

Each type is linked to a stage. From forming vision to actively expressing it.

Objectives Website

- Form Vision

Watchers can find their world in the visual and textual representations of the brand story. The

paintings and magazine will be featured on the website accompanied by the collection presentation.

- Formulate & share vision

Sharers distribute the Ruben Pawlik content over the Internets. As they usually share through their

own social media, the website is compatible with standard profile applications. For them, another

part of the website with additional sharers-only information is opened.

Commenters comment on any topic, to stimulate them to form and share their vision sections on mul-

tiple topics are opened to research and conrtibute to.

Procucers actively create content. They contribute to both web content, and future editions of the

magazine. A special feature will enable them to give shape to their own vision. They can copy pieces

of the website and alter texts to their liking. And therewith create their own online content. They

can play with visuals and upload personal references to their work.

- Contribute to the brand story

-Buyers of Ruben Pawlik garments are considered the ambassadors of the brand, they represent the

brand’s vision and spread it through worth of mouth.

they are honored and treasured and contribute to the continuation of the brand story by sharing

their purchase on the web.

(6) Media planning

Communication plan

Ruben Pawlik

By: Nienke Sinnema &

Suze Beeke

May 2009 AMFI Int.

Fashion Branding Yr 2