LMFF Business Seminar. The AM Edition - Swedish Creativity

MIKSEL SCHILLER
CEO
ACNE STUDIOS

Balancing creative & finance

Started as fashion, entertainment and technology
Fashion basics developed for local market, with a crash course in jeans.
Acne doesn't really do any advertising, more creative concepts PR? I,e store swap.
Lanvin collaboration
ACNE paper. Writing and communicating the ACNE world, not just fashion.

No formal business plan. Starts simply as a meeting. How do you create a magazine without selling out the brand? Biannual. Cultural relevance and historical perspective not pushing new stuff constantly.
Selling product to where they liked to shop.
E- commerce is just 10% business. An Image portal that needs to do great business
Mr porter.!
'It's not about marketing, but creating great things' Jonny Johansson
Execution is everything!
Supply chain is key. Working leaner, cost effective and closet to time on delivery. Without good logistics everything breaks down.
ACNE film creative approach
core product - gross margin pays for the company growth
Distribution - where are you most wanted?







JAN NORD, SENIOR VICE PRESIDENT
CREATIVE DIRECTOR - BRAND & NEW BUSINESS
& JORGEN ANDERSSON, SENIOR VICE PRESIDENT
DIRECTOR- BRAND & NEW BUSINESS
ESPRIT


Welcome to a Generic World - globalization

Core value - human relationships. The Consumer is Boss
Ideas belief, find the idea and travel with it
We are quiet similar, yet we like to believe otherwise
Advertising generics. We are trapped. Don't try to be unique, try to be YOU!
Burberry Trench media is an exception
Product - trends filtering through market, how do you separate the brand?

How to make a difference!
Why is it important to differentiate?
Louis Vuitton bag. what do I get? A Brand! And belonging to that brand.
>>What<< is generic only>> how<< can separate
It's how you create the story that counts. Start a journey with a brand.
Communicate the FOF - fun of fashion.

From need to desire! When consuming fashion everything is based on desire.

Communicate the idea.
Throw away the manual.
Intuition!
Brave & Bold to fight routines and manuals.

IDEA
Massculsivity
Karl Lagerfeld for H&M followed by Stella McCartneys quirkiness, Victor & Rolf - a marriage, Roberto Cavalli - I am the party, Comme de Garcons- simply the brand. Matthew Williamson, Jimmy Choo, Sonia Rykiel & Lanvin.
SAME IDEA different dimension

JUDO COMMUNICATION is it true?
What is the talking point? Using friction and rumor to create conversation about the brand.

Reach the people that count instead of counting the people you reach!

The idea needs to flow! If it stops get rid of it.
Important to get back to the feeling of the brand. How do you bring back the original philosophy and values of the brand?

Look good, feel good, do good. Communication covers everything!
Responsible Fashion. In collaboration with the customer. Create & Collaborate. It still must look good! It's Fashion!

Susie Buell 'Esprit is not about age it's all about attitude'



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runway communications - fashion PR | styling | creative