brand bible - Helen Poon

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brand bible - Helen Poon
BRAND BIBLE
NAME
JOHNNYLOVE’s designer, founder and manager is John Vinnem,
who brought LOVE to the table when inventing the collection.
And when we talk about love, we mean PASSION and
COMPASSION.
Passion for the ultimate fit and effectful cuts, but also for
sartorial craftmanship and the deep European knowledge and
tradition of making quality fabrics and garments.
Our compassion goes out to the people around us, that – like
John – feel the need for garments that enhance their personality without taking the front seat. Clothes that makes you express
refined masculinity and elegance, in a casual way.
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JOURNEY
JOHNNYLOVE’s vision from the outset has been:
“To make men dress up more in daily life”.
To us, this represented a take on casual wear that calls for
narrow cuts; Clothes with a closer fit – a better fit – instantly make you look more updressed, and you feel sharper.
And feeling sharper makes you feel better – which, we
hope, makes you a better person allover, if only by a fraction.
Anything that makes you better makes the world better.
We set out to fill a gap, making everyday clothes with our
now signature good cuts and tailored feeling, yet being
more forward regarding materials, detailing, patterns, and
so. We wished to make a timeless line of clothes, and we
wanted to make them accessible to most people, not only
to the Avant Garde or the noveau riche.
JOHNNYLOVE has grown steadily ever since. The word
about our special take on casual clothes spread fast, and
stores have been knocking on our door to take part in our
vision. (Yes, we have done some knocking ourselves, too!)
As our foothold in Norwey grew stronger and stronger, we
also started shipping to fashion beacons like Saks Fifth Avenue and Stitch in New York, Magasín in Copenhagen, LASC
in LA, Louis of Boston, as well as leading stores in Sweden
and Germany.
Recently we opened our first Brand Store in Oslo, and we
are now a solid team at our headquarter in Trondheim that
is working toward our goals of
1) becoming a household name in Norway
2) being recognised as a small, but credible brand worldwide
Our first collection was launched from Trondheim, Norway
as a one-man show in 2006 to great acclaims. Especially our
outerwear was well received, and is an obvious strenght
for a Norwegian brand: In order to allow people to dress
fashionably in The North, our outerwear must be weather
resistant.
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PHILOSOPHY
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magnimo lupiend ignatis deni venit, quamus alitinvendus
distrum quae volor seque labo. Endi disit quae. Ullaborumque volupid eatet estioreptur?
Ihitem quae provita voluptatem que nobit, ut eos moluptatur,
sum volo bero et esci natiur sus nistis estio eos ad untiisq
uatendam aut ea ex estin corepud aerunt verum, con eatibus,
sequodi nullia pellore eum quatur solendia sinvell antibus
repta et omniet que venis de restem repeliqui volore cuptius
tibusa aut volupta que arum reperibus, sequide nis eatibus
everionse dolecte sita dipsam velitas pe porat ari tem int
experione is eversperita nam vendero vitiscia ilibus, consedit
landem. Oris aut de nem dollessus deste sinus volorro quid
maximi, odi num imilibe rrorit earum ex eum, sam faccabo
ribusant, option re omnieni quiatibusam estio. Usaperferum
non reperspit quatquodit earchil idus preptae ssimill iasita
volorest qui con rerspellaut laborernatem sust accum verunt
quiatem apisti ant omnient, nias
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PROMISE
Our visual signature is consistent over time: Clean, sleek
masculine cuts with original detailing. The purpose is
making garments that enhances your personality, that
frames the wearer.
A man knows JohnnyLove will make him look good, and that
the clothes he buys will keep doing so regardless of passing
trends.
The world will always recognize a JohnnyLove jacket across
seasons and over the years. We stay true to our ideals, and
aim for timeless reconstruction.
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MANIFEST
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harias autemporeped enditempori voluptate por aut ute
lautestistis aruntum dolo di dolessim fugiamenem que es
magnimo lupiend ignatis deni venit, quamus alitinvendus
distrum quae volor seque labo. Endi disit quae. Ullaborumque volupid eatet estioreptur?
Ihitem quae provita voluptatem que nobit, ut eos moluptatur,
sum volo bero et esci natiur sus nistis estio eos ad untiisq
uatendam aut ea ex estin corepud aerunt verum, con eatibus,
sequodi nullia pellore eum quatur solendia sinvell antibus
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POINTS OF
DIFFERENCE
CUT & FIT
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ipsam necus debis sit fuga. Pudit inveliq uissim quam cum qui omnis pe re re ventiis tiossitia nullacearum eum rerest, unt acea qui
ipist, nonsedi tempor sed quae. Imilloribus, vellias rehenis mos
MATERIALS
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magnimet faccus andic tem ullabor ibeatque poratiosti
aut etur solorae ctotatur, ullabor ionsectusam, ut ut quiate
nonem apisi as qui ut magnis remperatur? Imolorporro
qui dolor rate porepe nam, volupiet debis dollatusam
quiducit ant quibus est, assi renecum et eiur aut il minulpa
quametur?
CRAFTMANSHIP
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veles re secea que nonsequam excepra tibusant resti ommo totae
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sum nonsed quae. Lor sa dolorepre ni re con rent as arcipsundi
blandis accuptatis molest velicias quamusd aerfero comni blaborit,
inimus.
CRAFTMANSHIP
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ienimil iquaeri des nulpa ducid eos dus susapernam aut
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Ut oditi consequam nullorest omni aut lam, cum ariaspiet
es prendebitae. Dae et aut quaerchilis eos dollecae volorehentis mos mi, as velitate velenim agnisquaero
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NORWEGIAN
CONVERSION
& LOYALTY
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tem fuga. Nam sendiscias et pos verument volorpost ad ut
voluptia iumquia sin nis nimusam quuntios mo es derspelectas et rest res mi, odit, quias doloris est, accum cum aut
fugitiaspero dolupta voluptatur, occae volori optur ad quiatio nsequodit que es molupti amusandigent ut vellent ex
estrum aut untia nobitiae et enihillaut occabor estrum debis
ius, ulparum autem suntempel moluptatisci verro volupta
tatur? Us re iduciae. Tem velesti busdandi simagnamus,
officae vernaturibus doleniam, odit dit omnimil luptinus
eos endis quis sin consendi inveritae esequossi quasit as
dollaborera quia volorem porrume ni qui dit, volor adissitae conecea nes dolori seque necus.
Ictemquam as aliqui dusda que exerovi delique versperero
ese deliqui nullacersped ute nis pre sapit, sin nihicto blab
ium eatemperit maximent vendus.
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dolorit, velenis pelestrum re omnimporat re quam nost, et
que cus magnatet, oditia ea voluptae ius aut exero dolest
ipsaped et essus cor rem quaest rerum facitatiur?
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omniste versperum apicia qui unt ute que venet vollaccus,
quo volluptaerum fugitatis magnatios sunt quam, que
Dollupti ssusant. Henimol uptatur a aperfer spidemp
oreprae culluptatiam voluptis voluptiuntur audantota et qui
alisinti ut rerciun temquuntis doluptatur, ut facculpa dolo
tem fuga. Nam sendiscias et pos verument volorpost ad ut
voluptia iumquia sin nis nimusam quuntios mo es derspelectas et rest res mi, odit, quias doloris est, accum cum aut
fugitiaspero dolupta voluptatur, occae volori optur ad quiatio nsequodit que es molupti amusandigent ut vellent ex
estrum aut untia nobitiae et enihillaut occabor estrum debis
ius, ulparum autem suntempel moluptatisci verro volupta
tatur? Us re iduciae. Tem velesti busdandi simagnamus,
officae vernaturibus doleniam, odit dit omnimil luptinus
eos endis quis sin consendi inveritae esequossi quasit as
dollaborera quia volorem porrume ni qui dit, volor adissitae conecea nes dolori seque necus.
Ictemquam as aliqui dusda que exerovi delique versperero
ese deliqui nullacersped ute nis pre sapit, sin nihicto blab
ium eatemperit maximent vendus.
Ped qui si siti officit rehendigenis debis imin eatem eum
dolorit, velenis pelestrum re omnimporat re quam nost, et
que cus magnatet, oditia ea voluptae ius aut exero dolest
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POSITION
– Recognized for our core qualities
(cut, detailing, production quality)
– Lower high end pricing
– High product quality.
– No nonense brand ref. both clothes and
brand presentation
– Innovative ref cuts and detailing
– Underdog and contender
– Unpretentious, grounded, direct
Negative:
– Unclear/blurred/indistinct branding
– Deliver under (high) expectations in some areas
(e.g. previously knitwear)
– Not completely professionalised; Brand Store,
fair presentation, web store deliveries, etc.
– Challenge being Norwegian contra Swedish, Danish.
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PERSONALITY
– Dependable, predictable
– Forward oriented, innovative
– Passionate
– Determined and independent
– Masculine
– Direct and down to earth
– Sophisticated
– Egalitarian and transparent
LANGUAGE
– Direct, level and inclusive.
– Intelligent, sometimes witty
– Likes talking, but not too chatty
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ASSET
– Our signature cuts.
– High quality of materials and craftmanship vs. price
– Exotic, Nordic brand
– Up front with original detailing
– Functional and versatile garments
– Continuity/not trend specific
– High conversion from fitting to buying
– High customer loyalty
– Goodwill from loyal followers/friends/customers. Good
ethos.
– Ethical production

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