Title	LUXURY FASHION REPORT
Brand	SERVICEPLAN
Product/Service	GERMAN PREMIUM AND LUXURY FASHION MARKET
Category	B01. Publications & Brand Collateral
Entrant	SERVICEPLAN Munich, GERMANY
Idea Creation	SERVICEPLAN Munich, GERMANY
Idea Creation 2	FACIT RESEARCH Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Global Chief Creative Officer
Beate Gronemann	Serviceplan	Creative Director Serviceplan Corporate Identity
Barbara Evans	Serviceplan	Managing Director

The Campaign

Where typical studies are longwinded, full of indecipherable jargon, presented in gray dullness and often function as a sleep-aid, the Facit Luxury Study is refreshingly different. In all of its 120 pages, the content is presented clearly and concisely from beginning to end, enjoyably structured thematically, filled with teasers to prompt further reading, designed with fascinating photographs and intelligent illustrations and all presented in a casually luxurious package. With its design details, the appearance of the study alone embodies and communicates its content. And not only are the latest luxury related insights discussed here. When reading and thoughtfully viewing the content, it becomes clear what luxury really means in the fashion market and that nowadays, luxury represents something different than pretension. Today, more than ever, luxury means being able to express one’s personality in different ways. The reader immediately recognizes just how pleasurable this can be.

Creative Execution

The study is presented in the style of Haute Couture. The title, with its sublime gold-embossed typography in the style of a classic high-fashion magazine is set against magenta and is captivating with its timeless elegance. The magazine-like impression of the report comes from its adhesive binding. Taking it in hand, the outside is smooth and gentle to the touch. This haptic feature comes from the soft-paper “skin” and continues with silky soft paper inside the report. The well-suited design of the report takes care of the rest. Highly appealing fashion photos are superimposed with finely shimmering gold. The same goes for the minimalistic but glamorous illustrations, as well as for the innovative design of tables that excitingly compliment the content. Due to its subtle use, the overall color scheme is elegant and creates a distinctive look. The uniqueness of the report makes it a beacon in the branch.

Indication of how successful the outcome was in the market

For the first time, the Luxury Study places the consumer and not the brand at the center of attention. It shows which value profiles can be embedded into fashion and luxury brands and how brands can position themselves in this fiercely competitive market. With the Value-Performance Check, it also makes clear the extent to which the brand values coincide with the perceptions of consumers. In addition, the Brand Relationship Index is the first to allow direct comparison with the competition. On top of all this, the report highlights the special features of the German luxury segment, characterizing five new luxury consumer types. And it provides answers about who buys traditionally and who buys digitally. Towards the end, the report provides insights about which media touchpoints can best reach prospects and buyers. Lastly, it gives an outlook on the luxury market of tomorrow.

The goal of the study was to provide premium and luxury fashion brands with insights into the current market and its consumers. The basis was a representative survey of over 1000 luxury and premium fashion-conscious consumers. The result is a study that already hints at its valuable content with its luxurious design details. Additionally, it provides the current status of 60 leading luxury brands, the attitudes and values of various luxury consumers and a view into their lives. All of this is against the background themes of digitization, the ‘sharing economy’ and sustainability. More detailed, comprehensive and up-to-date than ever, the study’s content covers valuable insights and strategical courses of action. The latter is an entry point for tailor-made customer workshops around the 12 most important themes in the fashion sector as presented in the study. Workshop participants are guided through interpretative approaches and derivations on brand-specific recommendations for action.