INTRODUCTION
Acne Studios is a Stockholm based luxury fashion house founded by Jonny Johansson. It started by the founder and Creative Director’s interest in photography, art, architecture and contemporary culture. The brand is defined by the juxtaposition of design and attention to detail, emphasizing on tailoring and an eclectic use of materials and custom fabrics (Acne Studios, par 2). The name ACNE stands for “Ambition to Create Novel Expressions”. (Cochrane, par 1). The house initially started as a denim business in 1996, creating initially a 100 pair of jeans. With a quick success they started to expand into more areas, eventually the brand turned into a well-respected creator of ready-to-wear for men and women, magazines, furniture, …show more content…
OVERVIEW The brand’s position in the market is defined by several strategies. Acne Studios uses attributes, benefits and quality strategies to differentiate themselves from the competition. They set the brand apart by offering the consumers products with a different aesthetic and a superior quality. Their products are focused on simple and clean silhouettes. As mentioned by Yasmin Sewell, buying consultant for London’s Browns Boutique, “Acne has replaced Helmut Lang in its directional simplicity and cleanness. It is leading the market in accessible luxury, and I can think of no more exciting brand in the world at the moment”. Their value proposition is more for more, they offer more benefits linked to the quality of the products and brand image for a higher price. The price and the design is what sets Acne apart from its contemporaries with their jeans starting at $200 and their T-shirts at $140 (Barron, pars 15-16). As part of a creative collective the marketing of the fashion brand has always …show more content…
Power and achievement are two needs the brand consumer has. For example, they realize they need a new pair of jeans because they saw the brand launched one in a different color, then they evaluate the alternatives. They start looking online for people’s opinions and influencers like bloggers and celebrities wearing them to see the fit. The tension starts to build up because they really want the product so it drives them to go to the store and try them on, they like it so they purchase it. The need is fulfilled, the tension is reduced and the post purchase behavior comes in, if they are satisfied with their purchase it is more likely to be that they will re purchase from Acne Studios in the future. All of these factors influencing the consumer’s decision to whether to buy a product or not can also be shaped by social, personal and psychological factors such as the customer’s culture, attitudes, social class, age and so
Acne Studios is a Stockholm based luxury fashion house founded by Jonny Johansson. It started by the founder and Creative Director’s interest in photography, art, architecture and contemporary culture. The brand is defined by the juxtaposition of design and attention to detail, emphasizing on tailoring and an eclectic use of materials and custom fabrics (Acne Studios, par 2). The name ACNE stands for “Ambition to Create Novel Expressions”. (Cochrane, par 1). The house initially started as a denim business in 1996, creating initially a 100 pair of jeans. With a quick success they started to expand into more areas, eventually the brand turned into a well-respected creator of ready-to-wear for men and women, magazines, furniture, …show more content…
OVERVIEW The brand’s position in the market is defined by several strategies. Acne Studios uses attributes, benefits and quality strategies to differentiate themselves from the competition. They set the brand apart by offering the consumers products with a different aesthetic and a superior quality. Their products are focused on simple and clean silhouettes. As mentioned by Yasmin Sewell, buying consultant for London’s Browns Boutique, “Acne has replaced Helmut Lang in its directional simplicity and cleanness. It is leading the market in accessible luxury, and I can think of no more exciting brand in the world at the moment”. Their value proposition is more for more, they offer more benefits linked to the quality of the products and brand image for a higher price. The price and the design is what sets Acne apart from its contemporaries with their jeans starting at $200 and their T-shirts at $140 (Barron, pars 15-16). As part of a creative collective the marketing of the fashion brand has always …show more content…
Power and achievement are two needs the brand consumer has. For example, they realize they need a new pair of jeans because they saw the brand launched one in a different color, then they evaluate the alternatives. They start looking online for people’s opinions and influencers like bloggers and celebrities wearing them to see the fit. The tension starts to build up because they really want the product so it drives them to go to the store and try them on, they like it so they purchase it. The need is fulfilled, the tension is reduced and the post purchase behavior comes in, if they are satisfied with their purchase it is more likely to be that they will re purchase from Acne Studios in the future. All of these factors influencing the consumer’s decision to whether to buy a product or not can also be shaped by social, personal and psychological factors such as the customer’s culture, attitudes, social class, age and so