emai ee Presented By Madhumita Das (BD/17/690) Denimwear Assignment 1A BRIEF HISTORY Founded in 1989, G-Star specialises in denim clothing, The label was a collaborative venture by Jos Van Tilburg and che Secon Group firm which was Famous in the Dutch Fashion world, a denim range called Gap Star was created which later change to G-Star. In 1992, the international famous designer Pierre Morisser joined G-Star as the chief designer. By 1996, this Dutch brand based out of Amsterdam had risen from obscutity as Jos Van Tilburg vhich were untreated and tar Raw commonly known as introduced raw denim jeans, directly from the factory. Since the creation of the brand G-Star’s philosophy remains, ‘JUST THE PRODUCT’.BRAND IMAGE This prominent fashion brand took its inspiration from vintage military apparel from around the world. Influenced by the military style clothing ise of trims. By lenging convention and pushing the boundaries of denim ar included special pockets constructions and the constantly eh design G-star remains an iconic brand. Embracing change and always keeping in mind ies authenticity and non-conformism spire che brand launched a shoe range in 20 G-Star maintained its image by concributing to the development of denim under its label combining technology, timelessness and traditional, The label promotes the inherent beauty of denim by creating washes and treatments that bring out its unique characteristies and qualities. G-Star Raw, unwashed denim through deep indigo dye gives identity tothe brand. The sustainability initiatives will remains a core focus to innovate the future of jeans. in the recent yPRODUCT PROFILE 1996 1997 2002 2003 2005 2006 2007 2008 In 2011 G-Star was the first denim brand to be part of the New York Fashion week. Additionally, che renowned brand has a diverse range of stores in the world including in major fashion metropolis such as New York City, San Francisco, Los Angeles, Sydney, Paris, London and an online shop. Unlike other denim brands G-Star offers a wide variety of style and washes, Additionally, launches now styles every season maintaining the basic cowboy style The iconic style chat symbolizes the denim from G-Star remains ‘Elwood’. The classic denim design is a reminder of biker’s trousers. Since created the Elwood style has been diversified in dozens derived styles, in many cuts and fits possible, but always remaining in the same structural spirit. 20 years after the original release the sculpted 3D denim still manages to amaze through their form, fic and functionality. Ehvood innovative design serves as a pillar of G-Star brand’s DNA.TARGET CUSTOMER Within G-Star's market segment there are those who are into the fashionable yet edgy look and hen the many others who take an interes in reeycling and are automatically drawn to ecologically friendly products. Although G-Star does have some stores outside of the United States itis not big on the concept of geographic segmentation, instead they are more in the depths of demographic and_psycho- graphic segmentation, The demographics of their current targets come to usually be middle - upper class consumers who usually range from their late teenage years to their carly thirties. There is no specified gender for the simple Gs produces products for both male and females. Also ethnicity does not come into play because there are G-Star raw stores in many places of diverse ethnicity. As far as the psychologically aspect of segmentation goes G-Star is ideal for those who enjoy having an edgy yet fashionable look. Also for those who are very concerned about the environment and refuse to purchase from a majority of brands, not only recycles but tends to use man organic raw materials in the creation of their products. G-Star is well acknowledge in apparel position forall of its consumers.NEW INNOVATIONS Pharrell Williams has launched his collection with G-Star RAW, which includes denim garments made using recycled plastic removed from the oceans. G-Star is no stranger to collaboration, the latest addition to the brand is Pharrell Williams who became a co-owner of this denim label. The global pop star became involved with the brand thro Ocean Project” in 2014, offering a new green element for the business to expand into, Using technology to 10 recreate G-Star's recycle plastic waste from the sea iconic denim products, producing an innovative and technically advanced design.‘The G-Star RAW Citishield 3D Slim Tapered Jeans. World known denim brand G-Star Raw takes 3D denim innovations to greater heights. For Autumn/Winter 19, the brand has created new Citishield 3D tapered jean, exclusively for men. The jeans cater for a metropolitan, urban lifestyle in a city that has no boundaries. It's for fashion rebels who are ready to explore."The Citishield the wearer to move through the city with ease through functionality. This includes an enhanced and sustainable PFC free high-performance water repellent finish meaning that the jeans are fully weather-proof," said the brand in their official press release." The side-zip pockets allow for e anti-theft pocket gives added security. Fin cater for a unique design element as well as 1 durability and is available in one classic wash.” \s four key design components that allow xceess and the bul in justable cuffs wximum comfort and heMarc Newson used the "idea of a uniform” to create G-Star RAW Spring Summer 2016 collection. Another collaboration in 2016 was with Marc Newson. One of the world’s beseknown industrial designers, who works across a wide range of disciplines creating everything from furniture to aircrafis. He designed the Spring/Summer’ 16 bringing back the Baseball Jacket in a reversible version, and introduced a mini-range of the Sepocket jeans in 14,6 02, The industrial designer's approach to garment-making brings new water denim, alongside seasonal shades, new shapes and fabrics. Celebrating G-Star's 20 years Marc Newson designed the latest Elwood 5620 jeans with a limited-edition released each month,PROMOTIONS & ADVERTISING Denim brand G-Star RAW has teamed up with renowned Dutch designer clothing company, G-Star Raw, based in Amsterdam, photographer Ellen von Unwerth on its springsummer _has teamed up with Pakistan-based Artistic Milliners, colour 2015 campaign. The images feature the German creative’s solutions provider DyStar and global denim manufacturer Saitex to affinity for the female form with the tagline étightorwide, launch the G-Star Elwood RFTPi jeans—which, according to the referencing the range of jeans styles including baggy and company, i its most sustainable jeans ever. skinny jean, slim-cuts,G Star have recently delivered “The Art of RAW’(2013), the Spring/Summer campaign from the Dutch denim brand. The ‘campaign encapsulates the many aspects of raw by playing with a number of unexpected combinations, including a collaboration with dance music producer Skrillex (who happens to love the G- Star Elwood jean) and the Skeleton Dog art object placed within the collection, In September 2016,G-Star RAW, who are in the fashion industry launched another taxi advertising campaign with Ubiquitous. This London campaign which included SuperSides, Tip Seats and Receipts ran for 4 weeks to amplify their new partnership with the musician Pharrell Williams.STYLING THE DENIM The Denim Dress Look Styling the Lightweight JacketThe Holiday Look The Denim on Denim Look