The creative demand calls for the creation of a site, a window display of the new collections, that must contain all the "historic flavour" (which we would like to protect and honour). Together with a strong characterization of its modernity the re-birth of this House may be launched.

We intend to continue along the total look policy (clothing, including furs, handbags, shoes, jewellery) where, for the moment, clothing plays the most important role.

The space for two collections per season for clothing (pre-spring, main S/S, pre-fall, main F/W) is needed. But the other categories such as handbags, shoes, jewellery and other accessories also need space. The categories may increase with, for example, the potential arrival of licenses (for perfumes, eyewear, fabrics, etc.). The categories should also be viewed singularly.

The list of retailers is needed (the most important multibrand shops of the world) and the opening of stores is expected.
A space reserved for the stylist is necessary (evaluate if and how to insert historical anecdotes, passions, peculiarities, personality, ect.)
It is important that the pages per product category or per theme be easily identified.
A strong innovative element in graphics would be consistent with the history of the fashion house (Thayaht).
If and what kind of space to give to the editorials and basically to all press coverage with a link to the collections that they refer to must be evaluated.
Amongst the documents attached there is an outline of the possible structure of the site's pages.

Our arrangement idea regards a fore front of ready to wear glamourous fashion, in complete competition with the most famous brandnames of the market, with a high PAP (pret-a-porter) arrangement (a few years ago this would have been defined as luxury…).

The target age is +25. Self conscious women with a strong knowledge of fashion and good purchasing power.

The target must understand the unique history of the fashion house, must be fascinated by the look and compelled to purchase the product. We believe that in this particular historical moment it would be very interesting to repropose a project with strong "couture" concept/awareness (always maintaing all the sexyness and glamour, of course) respecting the wonderful heritage of M.V.

In fact you can almost feel the impatience/confusion that the trade and a few clients have towards major fashion houses that distribute the most.

The "Parisian" DNA seems to be very important.

We believe in the extraordinary French energy and heritage of the brand tied to Italian consistency, craftsmanship and quality. And we believe that the passion for fashion that Matteo Marzotto and Gianni Castiglioni possess, along with their twenty plus years of business know-how and experience in other important projects tied to this sector, may be an added value for this project.

A certain realistic and humble approach and relevant post start-up investments complete the primary elements needed.

The Vionnet brand is steeped with Madeleine Vionnet's personality and connoted by the "modern" re-interpretation of its stylistic dictates, hence:
  ∞ Refinedly "Parisian"
  ∞ Inspired by the legendary yet innovative history in interpreting it
  ∞ Sexy and glamourous  with a strong and exclusive "Couture" connotation

Particularly, in this historical moment we believe that in communication a very important part of the investments must be directed towards trade; in addition to the site, our business model does not foresee investments in traditional communications (pages, advertising campaigns, etc.), but in editorials, celebrities and dedicated events.

The look books, normally pure sales tools, become a means of communication if made with care and filled with details.

Any other ideas will obviously be appreciated.