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Staging the stage : a strategy & communication campaign reviving Viktor&Rolf

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Staging the stage : a strategy & communication campaign reviving Viktor&Rolf

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QUOTE “The content of the campaign will be unpolished communication of V&R’s creative process and this will feel authentic and honest, not as a marketing trick.” PROBLEM Viktor&Rolf is a complex brand, which is in constant development. Today there is some tension around the brand, and V&R is trying to strengthen its position within the market, but most of the new ideas saturate the brand. As a result the brand is losing touch with its core identity. Even though V&R is trying to introduce some new concepts, the brand is still perceived as old-fashioned. Therefore, the challenge is to revive V&R. REVIVAL STRATEGY The V&RxV&R collaboration is a long-term strategy allowing V&R to explore & expose their creative process and the challenges faced in crafting haute couture, with the aim of leaving the restricting rules of the fashion industry behind. V&RxV&R is about doubling down on the brand’s values and their positioning as fashion artists. The essence of V&R is uncompromised creativity, critical reflection on society and fashion and literal conceptualization. Therefore, instead of facing the pressure to fulfill the fashion industry’s rules and schedules, V&R will now be taking as much time as they need for creating truly impactful collections. One of the reasons behind this strategy is the frustration that V&R’s atelier doesn’t have enough time to produce true haute couture and is instead sacrificing craftsmanship for expediency. V&R will now expose this industry-wide problem of the relentless demand for new collections and shows. The result of this effort is multifaceted with Viktor&Rolf sharing backstage secrets and commentary via different communication mediums. the first collection and campaign following this strategy is ‘STAGING THE STAGE’, making visible to all what was once a hidden secret.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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