By Sébastien Girard
Creator of www.icon-icon.com media dedicated to iconic objects and author of #INSTAGRAMMING –
The art of developing a luxury brand on Instagram.
Thursday, NOVEMBER 14, 2019 8:30 a.m. to 12:00 p.m. (breakfast)
To: Icon-Icon Academy 11 boulevard Malesherbes – 75008 Paris
An iconic object, a flagship object, sometimes an object of fantasy… Icons nourish and radiate the brand, often acting as a providential spark in the construction of a strong brand. Creating and reinventing timeless products in a society where everything is obsolete or disposable is a guarantee of a company’s long-term future. How do companies introduce and then reinvent an iconic product? From key product to trans-generational object of desire…
How fashion houses create and then reinvent an iconic object, this workshop Comment les maisons c will set out to suggest ways forward. INTRODUCTION In the world of fashion and luxury, there is a plethora of products whose mere mention is enough to stir the imagination. The chic of the little black dress, from Chanel to Audrey Hepburn’s by Givenchy. The racy distinction of a suit, again by Chanel. The refinement of a Dior dress, obviously corolla. The casualness of Juste Un Clou jewelry or Cartier’s Love. From the absolute nobility of Hermès bags, from Kelly to Birkin, via the sophistication of a Rolex Oyster, the cool of Martin Margiela’s Tabi shoes, or the refinement of a Miss Dior… All these key products have become icons of fashion and luxury; must-haves often copied, but above all constantly updated. In recent years, the major fashion houses seem to have taken a particular interest in their archives. It’s not so much a question of introducing new key products, as of reinventing the cult pieces of their history. How does a piece become iconic? How can we deftly handle the challenge of bringing these pieces up to date, so as not to fall into the ephemeral IT product trap? This is what this workshop will tackle.
FOOD FOR THOUGHT
The future of an iconic piece is often linked to a personality, whether princess or star model. This is the case, for example, with Kelly’s Hermès bag, which took its name along with its fame the day the Princess of Monaco concealed her newborn belly. Or Balenciaga’s Motorcycle bag, which, until Kate Moss intervened, was just a prototype produced for the sole pleasure of Nicolas Ghesquière. Then there’s
Yves Saint Laurent’s saharienne, designed for an editorial in Vogue magazine, which became legendary on the shoulders of model Veruschka! Many of these chapters will help you decipher why and how an object becomes an absolute icon.
TRAINING OBJECTIVES
Break down the axes of value creation to make a product iconic.
Understand the components of an iconic product and how houses can make better use of them.
Better communicate your “iconic product” storytelling.
Suggest creative directions and ideas for future iconic products.
TRAINING RESOURCES
> The Brand Identity NAV model created by the author, as a reference model for successful story-telling and as a starting point for the iconic product.
>> 11 case studies, drawn from the worlds of fashion, beauty, watchmaking, jewelry, wines and spirits (two iconic bags, two iconic garments, two iconic perfumes, an iconic watch, an iconic piece of jewelry, an iconic shoe, an iconic champagne, a palace).
> Theoretical slides illustrated with numerous examples.
MANAGER’S TOOLS
Each participant will receive the slides presented.
Each participant will Each participant will also receive a training certiβicate from Icon-Icon Academy.
TRAINING PREREQUISITES
No pre-requisites are required for this course
FOR WHOM THIS TRAINING IS INTENDED
Professionals working in the world of product creation, communications, image, digital, press, events, luxury brands, lifestyle, advertising agencies, photography and more. Industries covered include fashion, accessories, watchmaking, jewelry, beauty, perfumes, wines and spirits, and palaces.
THE BENEFITS OF THIS COURSE
The trainer and author of the book #INSTAGRAMMING – The art of developing a luxury brand on Instagram is a luxury professional, working daily with luxury brands on behalf of his media dedicated to iconic objects, www.icon-icon.com and @iconiconmedia. In addition to Instagram, the author is a specialist in brand identity and the history and marketing of iconic objects in fashion, accessories, watches, jewelry, perfumes, wines & spirits and hotels.
The trainer officiates at leading luxury schools for both business and design students (Institut Français de la Mode, Master luxe de l’Université Paris Dauphine, Skema Business School, Créa Genève, etc.).
TRAINING PROVIDER AND ORGANIZER
SÉBASTIEN GIRARD holds an MBA from ESSEC and the Institut Français de la Mode (IFM). He holds a Post Graduate Certificate in Higher Education and a Master Black Belt Six Sigma certification. After serving as Marketing Director France and then Europe Middle East Africa for Motorola, and Marketing Director Europe for the LG / Prada Phone, he chose to focus on the luxury goods sector. Today, he teaches at fashion and business schools. As a consultant and lecturer, he is a regular speaker to luxury goods and communications professionals. Three years ago, he created a magazine dedicated to iconic products: www.icon-icon.com.
Training will be held on NOVEMBER 14, 2019 from 8:30am to 12:00pm (breakfast) at the Icon-Icon Academy, 11 Boulevard Malesherbes, 75008 Paris.
Contact: [email protected] – 0685302535 – @iconiconmedia
Cette publication est également disponible en :
