Who is RENA LANGE
a communication concept an exhibition an online campaign a search for identity
contents the beginning 1 the objective 3 the concept 5 Who is RENA LANGE phase 1 the launch 7 the visual space the galery 9 the background the entrance 11 room 1 the community 23 room 2 the collaboration 33 phase 2 the extension 39 the conclusion 43
the RENA LANGE style that was successful in the 80s and 90s is less in demand the beginning the aging of the RENA LANGE core customer is a threat therefore the company needs a communication concept that grabs the attention of a new target 1 2
the objective the creation of a communication concept that reaches a new target and raises brand awareness 3 4
the concept The concept of the Online Campaign Who is RENA LANGE is created around the idea of revealing personal success stories. The key factor that distinguishes this campaign from others is the fact that it features only women. It is a platform that aims at celebrating personality and style and at a special-interest community that believes in the statement that fashion is always an expression of who you are. This group has an interest in high quality and perfect tailoring, as their everyday lifes requires them to be dressed for success. Featuring inspirational, international, successful women and hereby discovering their needs, desires and fashion preferences, Who is RENA LANGE evokes something timeless and yet refreshingly modern, while having a sophisticated and elegant design. Visitors get a moment of inspiration that lets them think about their style and life. Who is RENA LANGE will inspire and turn you on to the secrets of powerful women. It evokes the will of membership and speaks to your ambition to, slightly exaggerated, become a legend. 5 6
the secret of of of raising tension, before launching the campaign, while promoting a secret that has to be revealed of the launch phase 1 7 8
the visual space A three dimensional format provides its visitors with a possibility to do a virtual tour through a gallery full of inspiring women. The possibility to go into different rooms lets the visitor immerse themselves in the virtual world. 9 10
the entrance While users are visiting the website, they have the possibility to choose between entering different rooms or to get to know the background of the campaign. 11 12
heartbreak story While thinking of heartbreak, one might think of retiring from active life, of sadness and losing confidence but nobody would think of a woman building her own business out of this situation. Martha Lange did. business the origin of a brand 13 14
the question arised Who searching is for RENA LANGE identity 15 16
classic elegant sophisticated modern refined sexyness timeless chic s tyle of uccess The person RENA LANGE never existed. The name arised by its founder Martha Lange and due to the honour of Renate Günthert, who designed the first prét-àporter collection. Consequently, the name RENA LANGE has never represented a person. It was always connected to a certain style. 17 18
The search for for for for powerful women The market reveals the trend of establishing special interest communities. Concerning targets, it reveals a growing economical power of women. Therefore, the campaign is aimed to embrace and connect those, who share defined characteristics. sharing 19 20
sharing... fashion design culture discreetness quality understatement sophistication elegance refinement...lifestyle...attitudes...values Fashions fade, style is eternal. Yves Saint Laurent 21 22
While these women share interests, attitudes and values, they are emotionally connected room 1 presenting reinviting connecting inspiring to each other. The style and the success of others inspires and speaks to one`s own ambition. 23 24
presenting fashion is always an expression of who you are Women share their formulae for success and inspire each other. They are invited to describe their success stories, leave a comment on their source of inspiration, say words of style attitude, picture their favourite looks and explain their ideals. They are requested to express themselves, as today`s internet generation is more and more interested in that. The idea to connect women rather through their lives than through a certain product arose, as the luxury clients that developed during the last years view luxury with not only desire but rather as an extension of their lifestyle. style success self-esteem 25 26
Ambra Medda the grandiose founder of Art Basel Miami reinviting a daily feature, which reveals further insights, conveys people a reason to return Floriane de Saint Pierre the drawer fashion headhunter 27 28
connecting The users communicate personal information as the site is created to share and reveal success stories, and hereby connects these women to each other. Getting in contact with the brand RENA LANGE while building these connections, leads to an emotional association with the brand. 29 30
inspiring As the campaign is aimed to connect and inspire each other, users are invited to vote for the woman, who inspires them most. Consequently, interaction arises and the firm has the ability to directly gauge consumer reaction to the offered content. This is a powerful tool for listening to consumers and gathering insights as the brand has to experience its new target. 31 32
room 2 revealing collaborative The women, who are most inspiring, will be further featured. This raises brand awareness and produces new faces for the brand. Besides imagery, they are presented in a trailer about their life. 33 34
personal insights peeks into closets homes business revealing life 35 36
collaborative Collaborations are a successful tool to generate publicity and raise brand awareness. The photographer Ellen von Unwerth is chosen, as she is also a woman with her own success story. Moreover, her name reaches a broader target and conveys more people a reason to visit the site. find a new face for the brand 37 38
the extension phase 2 It is gainful to extend the Online Campaign into a Cross-Media Campaign, as it is an effective tool to raise the brand s profile. A pop-up gallery by the brand or a project with a real gallery creates further brand experience. Moreover, there occurs the idea of having an advertisement campaign with the women featured online. This would make the brand less distanced and therefore more accessible. 39 40
experiencing by translating the concept into the real world producing by further featuring the campaign` s devotee 41 42
the conclusion attracting a new target, while embracing them in their lifestyle and let them engage with the brand on an emotional level 43 44
source list page 5 Lula Magazine, Issue 8 page 7 http://25.media.tumblr.com/tumblr_koxszofojp1qzhn4uo1_500.jpg page 8 Vogue Germany, October 2007 page 10 Catwalks, NRW Forum, Düsseldorf 2009 page 12 www.viktor-rolf.com page 13 http://madebysix.files.wordpress.com/2008/12/patrick-demarchelier.jpg page 15 Quality Magazine, April 2010 page 18 Vogue Germany, March 2010 page 20 Vogue Germany, March 2010 page 21 Vogue Germany, October 2008 page 24 Vogue US, September 2008 page 26 http://www.thesartorialist.blogspot.com/ page 29 Vogue Germany, December 2008 page 31 http://www.designscene.net/2010/02/victor-demarcheliers-first-solo. html page 34 Lula Magazine, Issue 10 page 36 ELLE, Germany, August 2008 page 40 Vogue Germany, December 2007 page 41 Vogue Italia, January 2009 page 42 Vogue Germany, December 2007 page 22 Madame Germany, February 2010 Muse Italy, Fall 2008
Graduation Project Kathrin Fleer May 2010
This is RENA LANGE