CONTENT

EXECUTIVE SUMMARY
INTRODUCTION
VISION AND MISSION
HISTORY
PRODUCT COLLABORATIONS
RETAIL PRESENCE
PRODUCTS
FRAMEWORK
CAMPAIGNS
EXECUTIVE
SUMMARY
Delving into the Comme des Garçons empire
built by Rei Kawakubo, we clearly see the
combination of Kawakubo’s individualistic
approach to design tramed with Adrian Joffe’s
business mind allowed for brand growth.

This report aims to analayse the communica-

tion, advertising, PR and promotion strategies
implemented for brand to stay true to its identity
and expand to further geographies.
1
2
INTRODUCTION
The Founder of the brand, Rei Kawakubo often said
what is storng and beautfiul, yet admits
IT JUST SO HAPPENED THAT MY NOTIO
ELSE’S
Began in 1969 , the brand was founded in 1973 in
in Paris. Throughout the 1980s the clothes had a neg
black , distressed fabric, and unfinished seams. Cloth
in 1990s, many were criticised by expert.Despite of
handmade garments to be manufactured in France a
that her drive for the brand comes from showing

ON WAS DIFFERENT FROM EVERYBODY

Japan. IN 1981, Comme des Garçons debuted

gative approach to the French for extensive use of
hes associated with punk. Unusual styles continues
this the company carried on and split the
and the non-handmade in Japan back in 2004.
VISION
COMME des
GARÇONS
IS NOTHING
ABOUT
CLOTHES
3
MISSION
PROVIDE
CLOTHING
THAT MAKES
EVERYONE
FEEL BEAUTIFUL
IN THEIR SKIN

THE SAME SPIRIT

RUNS THROUGH
EVERYTHING I DO.
REI KAWAKUBO
HISTORY
5
1969
TOKYO,
JAPAN
FOUNDED.
REI
KAWAKUBO

1984
COMME des
GARÇONS
HOMME PLUS
GENDERLESS
1978 1981
COMME des FIRST
GARÇONS PARIS
HOMME COLLECTION
MENSWEAR

1987 1988
COMME des UNCONVENTIONAL
GARÇONS WORK CLOTHING
HOMME DEUX
JAPANESE
TECHNQUIES
1992
JUNYA
WATANABE
DECONSTRUCTIVE
DESIGN

2002
COMME DES
GARÇONS
PLAY
LOGO BY
FILIP
POGOWSKI
1993 2001
COMME DES JUNYA
GARÇONS WATANABE
COMME DES MAN
GARÇONS
CLASSIC
MONOCHROME

2008 2015
ECONOMIC COMME DES
CRISIS GARÇONS
GIRL
FEMININE
MINDSET
COMME DES GARÇONS
BLACK
 6
COLLABORATIONS

NIKE X CDG PLAY COMME des GARÇ

FOAMPOSITE OUTERWEAR
NOVEMBER’22 NOVEMBER’22

CDG PLAY X CONVERSE COMME DES GARCONS

CHUCK 70 JEAN-MICHEL BASQUIA
2015 OCTOBER’18
ÇONS X K-WAY PLAY COMME des GARÇONS X
THE NORTH FACE CAPSULE
AUGUST’20

SHIRT X COMME DES GARCONS PARFUM X

AT ANDY WARHOL
YOU’RE IN
SEPTEMBER’17
 RETAIL

FLAGSHIP STORES
AAYOMA, TOKYO
PARIS
NEW YORK
SEOUL
BEIJING
HONG KONG
SINGAPORE

GUERR
BERLIN
BARCELONA
HELSINKI
SINGAPORE
STOCKHOLM
PRESENCE

CDG POCKET
PARIS
NEW YORK
SINGAPORE
SEOUL
BUSAN
VANCOUVER
TORONTO

RILLA
BASEL
WARSAW
COLOGNE
ATHENS
BEIRUT
2004

RETAIL
URBAN/STREETWEAR
HIGH-FASHION BRANDS
 DOVER STREET
MARKET
PRESIDENT
ADRIAN JOFFE

7
S
ONLINE PRESENC
cdgcdgcdg.com
E-COMMERCE
CATEGORY RANK - #1,157
TOTAL VISITS - 74.6K
BOUNCE RATE - 24.33%
CE
COMME-DES-GARÇONS.COM

STORYTELLING, COLLECTIONS
GLOBAL
CATEGORY RANK - #6.839
TOTAL VISITS - 100.7K
BOUNCE RATE - 50.67%

COMME-DES-GARÇONS-ONLINE.COM

E-COMMERCE, COLLECTIONS
JAPAN
CATEGORY RANK - #869
TOTAL VISITS - 85.6K
BOUNCE RATE - 51.83%%
8
APPAREL
GENDER-FLUID
ASYMMETRIC SHAPES
SHAPELESS CUTS
COLORS - RED, WHITE, BLACK, BLUE

BAGS, WALLETS AND LEATHER ACCESSORIES

FOOTWEAR
BOOTS, CANVAS SHOES, SHORTS SHOES
CONVERSE, VANS, NIKE, SALOMON

PRODUCTS

JEWELERY
COMME DES GARCONS X MIKIMOTO
COMME DES GARÇ
ÇONS
FRAMEWORK
9
D UNCOMMON PRODUCT AESTHETICS
DIFFERENTIAL PRODUCT ADVERTISING
ARTISTIC COLLABORATIONS
MULTIPLE PRICE POINTS.
DOVER STREET MARKET -MULTIPLE BRANDS

R
BOOSTING CONFIDENCE WITHIN ONESELF
COLLECTIONS BASED ON DESIGNER’S INNER
STATE OF MIND.
FASHION AS A TOOL.

I
INFORMING ABOUT COLLECTIONS, SALE,
STORE LAUNCH - FLYERS, MAILERS,
MAILS, WEBSITE ENGAGEMENT (PARFUM).
SOCIAL MEDIA- INSTAGRAM, TWITTER,
YOUTUBE.

P E-COMMERCE PORTAL - DSML-ESHOP

COMME DES GARÇONS CDG- WEBSITE
ADVERTISEMENTS

10
1
2
3 ADAM EDWARD

4 PROFESSIONAL
KAYAKER AND
OUTDOOR
5 ENTHUSIAST

BEATRICE DOMOND
PROFESSIONAL
SKATEBOARDER
COLLABORATIO
CAMPAIGNS

PATRICK TOWERSEY
PROFESSIONAL
SURFER

PLAY COMME DES GARÇO

X K-WAY
FW21
DECEMBER 11, 2021
HYPEBEAST
DSM, E-DSM
SEAN LEW
CHOREOGRAPHER &
DANCER
PLAY CDG X CONVERSE
CHUCK 70 MAY 2021
INSTAGRAM
HYPEBEAST
YOUTUBE
A/W 88
SISTERS BY JIM BRITT
SHOT IN 1976
UNSTAGED, JOYFUL, FLAWED
RECOGNISING THE POWER OF THE
IMAGE
Left Page

COPPER
COMME DES
GARÇONS
OCTOBER 2019
TYLER MITCHELL
PHOTOGRAPHER
YOUTUBE
CDG PARFUM
WEBISTE
DAZED DIGITAL

Right Page

CONCRETE
COMME DES
GARÇONS
JULY 2017
BASALTES
PHOTOGRAPHER
X NEUNAU
MUSICAL ARTIST
CDG PARFUM
WEBSITE
VISUAL & MUSICAL
EXPERIENCE
Left Page

WONDERWOOD &
WONDEROUD
COMME DES
GARÇONS
MAY 2010
BROTHERS QUAY
THEATER
DESIGNER
YOUTUBE -
HIGHSNOBEITY
LOVE MAGAZINE
HYPEBEAST

Right Page

ROUGE
COMME DES
GARÇONS
OCTOBER 2020
JORDAN
HEMINGWAY
PHOTOGRAPHER
“
 REI
KAWAKUBO

“
 CEREMONY OF SEPERATION
COMME DES GARÇONS FALL 2015 RTW
PHOTOHRAPHER PAOLO ROVERSI
VOGUE RUNWAY 2017
INSTAGRAM, TWITTER - CDG

“SHE ALWAYS
PUSHES ME TO DO
SOMETHING NEW”

PAOLO
ROVERSI
KATSUHIRO OTOM
SS13
FW13
AW SALE 2014
 25
MO
MONDONGO
2008
ART-DRIVEN
DIRECT
MAILERS
SHEETS
QUAY BROTHERS
THEATER DESIGNER

SS2009
BOOKLET
FLYER
RENE BURRI
PHOTOGRAPHER
HOLIDAYS 2012
BOOKLET
FLYER
JR
PHOTOGRAPHER
SS15
AW15
THESEUS
CHAN
PAUL THEK
PAINTER
ART EXHIBITION
Left Page

VOL 2 ISSUE 5
SS2017
RAQUEL ZIMMERMANN
PHOTO BY
CRAIG MCDEAN
STYLIED BY
KATIE SHILLIGFORD

VOL 2 ISSUE 7
SS2017
PHOTO BY
ZOE GHARTNER
STYLED BY
JANE HOW

Right Page

SS2019
ANOK YAI
PHOTO BY
CRAIG MCDEAN
STYLIED BY
KATIE SHILLIGFORD

SS2021
RIANNE VAN ROMPAEY
PHOTO BY
WILLY VANDERPERRE
STYLED BY
OLIVIER RIZZO
MAGAZINE COVER
ARÇONS A/W89

BRAHAM MIGNON
PET SHOP BOYS
COMME DES GA

PAINTING BY AB
LYRICS BY THE P
 SS09
PAINTING BY
BERGE JENSEN
N
FW05
Left Page

COMME des
GARÇONS SHIRT
SS10
STEPHEN
SHANABROOK

COMME des
GARÇONS SHIRT
SS12
ARTWORK BY
MAGDA ARCHER

Right Page

COMME des
GARÇONS SHIRT
AW97
 PEN
PO

Sanjeev Arora
31
Living in Chennai
in a Rental Apartment
shared with Rajan shroff
Analyst at Kearney
Travelling, gaming,
explorer, chasing higher
altitudes
Mulit-designer
boutiques
Balenciaga,
Off-white, Jordan,
Experimental
 N
ORTRAIT

Avantika Sen
24
Lives in Mumbai
with family
Freelancer,Blogger,
vlogger, content writer
Fitness geek, foodie,
social,chasiing sunsets,
party-freak,Sneakerhead
Indian avant garde
designers
Issey Miyake, Anita
Dongre.
Confident
 CREATIVE
TARGET
15-35 YEARS

KEY CONSUMER BENEFITS

SEEKING BEAUTY THROUGH IMPERFECTION
VARIOUS PRICE POINTS
MULTIPLE PRODUCT LINES
FEELING IMPORTANT, EXPERIMENTAL

BENEFIT SUPPORT
EXPRESSING INNER-SELF USING FASHION AS A TOOL
EMPOWERING INNER-CONFIDENCE AMONG ONESELF

TONE WITH CUSTOMERS

SHAPELESS CUTS
IRREGULAR SEAMS
COLOURFUL

COMPETITION
YOHJI YAMAMOTO
ISSEY MIYAKE
SACAI

MEDIA CHOSEN
BOOKLETS,FLYERS
PRINT, ONLINE
VIDEO, PODCASTS
WEBSITE
SOCIAL MEDIA
BRIEF
BRAND IDEA
THE BROADER IDEA OF USING COMPLEX SHAPES,
IMMERSIVE DESIGNS USING DIFFERENT VARIETY OF
FABRICS, CUTS, STITCHES AND LAYERING.
DECONSTRUCTION, CONSTRUCTION AND CREATION.
ARTISTIC COLLABORATIONS FOR PRODUCTS AND
ADVERTISING

BRAND ASSETS
CLOTHING THAT NEEDS TO BE FELT
COLLABORATIONS CATERING TO A WIDER AUDIENCE
TRADITIONAL MODES OF ADVERTISING AND
COMMUNICATION

ADVERTISING MOTIVES
COMME AS YOU ARE- BRINGING OUT THE BEST
OF ONE’S INNER COFIDENCE DESPITE THE OUTER
APPEARANCE

ADVERTISING OBJECTIVES
REACHING OUT TO DIFFERENT GEOGRAPHIES
TARGETING DYANMIC AUDIENCE (PLAY CDG, CDGCDG)
BRAND AWARENESS (VIRTUAL EXHIBITION)
TAPPING THE MARKET WITH NEW COLLECTION
(AIR FORCE 1 HIGH AND LOW)

BRAND PURPOSE
GOALS BEYOND PRODUCT AND PROFITS AND
CUSTOMER SATISFACTION
UTILISING FASHION AS A TOOL
10 JAN 2022
SASSOON DOCK ART
PROJECT
 X
BANDRA
RECLAMATION

30 JAN 2022
X JR
JR has the world’s largest art gallery.
JR has created “Infiltrating art”.
During his collage activities, the local
communities take part in the act of
artistic creation, with no stage
separating actors from spectators.
The anonymity of JR and the
absence of any explanation
accompanying his huge portraits leave
him with a free space in which issues
and actors, performers and
passers-by meet, forming the
essence of his work.
In March 2009, JR takes Women Are Heroes to India.
In Jaipur, he pastes huge white and sticky stencils to
catch the dust and the colors within the context of Holi
fest. Then eyes and gazes are revealed.
For Women Are Heroes, JR traveled to Sierra Leone,
Liberia, Sudan, Kenya, Brazil, India and Cambodia to
seek out women struggling in their everyday lives and,
in his words, “to take their stories around the world”.
Pasting mural-size portraitson the sides of buildings,
on trains, and on bridges, he brings a haunting human
presence to harsh environments of social conflict.
P
O
S
T
E
R
“FOR SOMETHING
TO BE BEAUTIFUL
IT DOESN’T HAVE
TO BE PRETTY”
RETAIL CHOICE

mme des Garcons’ guerrilla

Comme des Garcons’ gue
store co
in the industry:most
a shop thatconcept
interestion will fade
in industa
year. The first was launched in Be
nin 2004, and the Japanese
has opened firm
its first UK has
outlet, in s
on London’s D
Instead of spending millions on th
only $3100 (£1700) to style a form
ad of spendingword
millions on the forma
promoted itself using 600 posters
of mouth, and is now doing t
00) to style a former bookshop in Be
und the city and, crucially, via word of
E

oncept:has been the

errilla store concept has been the
most interesting
away after
try:a shop a year.
that will The
fade away afterfirst
a was launch
erlin in 2004, and the Japanese firm
just
six opened
floors on London’s itsDover
firstStreet
UK outlet, in six fl
Dover Street.
he format, Comme des Garcons spent
mer bookshop in Berlin. It
at, Comme des Garcons
around the city and, crucially, via
the same here.
spent
only $3
erlin. It promoted itself using 600 po
mouth, and is now doing the same h
OCCUPATION START

GUE
STORE
LOCATION
Commerce House, 21, Saibaba
Rd, Kala Ghoda, Fort, Mumbai,
MH 400023
 20 FEB 2022
ERRILLA
+91 022
COLLECTIONS
BLACK COMME des GARÇONS
COMME des GARÇONS HOMME PLUS
COMME des GARÇONS SHIRT
EMAIL
INTERVIEW
EXPANDING GLOBALY
AND REACHING OUT TO A
YOUNGER AND DYNAMIC
AUDIENCE.

TARGETING A NICHE MARKET

WITH AVANT-GARDE DESIGNS.

DRIVING FORCE BEHIND THE

COMME AS YOU ARE

PROJECT IN COLLABORATION
WITH JR.

INSPIRATIONS BEHIND HER WORK.

LAUNCH

9:10 PM -
 PARTY
GUEST LIST
JOURNALISTS
GENERAL PUBLIC

FOOD & BEVERAGES

KOROKKE - VEG, NON-VEG
SHITAKE - VEG
AVOCADO NIGIRI SUSHI - VEG
TAMAGO NIGIRI SUSHI - NON-VEG
PANNER TIKKA, CHICKEN TIKKA.

BEERS- ASAHI, BIRA, HEINEKEN

LIQUOR - SUNTORY WHISKY TOKI,
JACK DANIELS, DOJA GIN.
MOCKTAILS - MOJITO,
PINA COLADA.

- 10:22 PM
MEDIA SELECTED
VOGUE INDIA
ART INDIA
DIGITAL PRINT
ARCHITECTURAL DIGEST
VERVE MAGAZINE
HARPER’S BAZAAR
CONDE NAST INDIA
BROWN PAPER BAG
ELLE INDIA
GRAZIA INDIA

HYPEBEAST
HYPEBEAST KICKS
DAZED DIGITAL
SNEAKER FREAKERS MAG
STREET SENSE
GQ INDIA
HIGHSNOBIETY
SOCIAL
MEDIA
INSTAGRAM
TWITTER
YOUTUBE
SPOTIFY
ARTICLES

GUERRILLA
MARKETING
ART DRIVEN - POSTERS
FLYERS
MAILERS
1

2
3

5
1

3
4

5
SHIRT
1
2
3
4
5

PHOENIX PALLADIUM
KALA GHODA, FORT
1
2
3
4
5
JUHU
1
2
3
4

ANNIE BESANT
T ROAD, WORLI