BRAND DNA AND CONSUMER PROFILE - NOTES

Consumer Profile.

Cult status immediately gives the brand elements of 'cool'.

Have to search for brand so therefor the consumers will have their fingers on the pulse of updates in the fashion world. 

Kanye West is a huge fan, wearing custom made Margiel Trademark Veils at his live shows, therefor fans of his music would, more than likely, follow Margiela also. Making his target consumer, their target consumer. A grounder generation who appreciate hip hop and street fashion.

Collaborations with Converse also show the link to a younger, musically orientated consumer, albeit a different genre to the about Hip Hop.

Collaborations with H&M indicate a link to high street fashion, this store being popular with a young fashion conscious generation who can't afford designer prices. Student. 

The employees in the store I visited seemed 'achingly cool,' although supposedly in the Lab Coat uniform, their own clothes were completely visible, showing an impressive array of 'blogger-esque' putfits, showing the brand is continues to appeal to fashion forward consumers. 

The introduction of MM6 would hint MMM wanted to widen their target market and become more accisible/ affordable. Allowing this younger consumer to become a part of the brand. 

Their impressive number of Instagram followers would indicate a high number of fans on the social media world, these are, stereotypically, younger and it's a relatively new technologocal concept. 

Brand DNA;

Deconstruction 

Unity 

Anonymity

Martin believed in objects as blank canvases, allowing things to be constructed from deconstructing something els, a concept which set his apart from other designers being dedcribed by Alaii as the 'last of the individuals.' 

Unity; seeing everyone as equals, this is shown through the Lab Coat uniform employees wear. This links in with the next concept.

Anonymity; this brand essence follows on from Unity, from how Margiela presents his models to his elusiveness. The covering of models faces, be it through ornate veils, flesh coloured fabric or his signature single lense sunglasses, tells us he wants each to be judged at equals and let the clothes do the talking. The lack of logo, until recent years, and his distaste for publicity and media also gives context to this theory.