Helmut Lang Mood board

31st October 2013

This is my completed mood board for Helmut Lang for our group brand presentation. I have included a variety of images from left-right:

Top Row - Issey Miyake structured dress, Japanese house, scanned White Stuff necklace, Alexander Wang image, scanned printed top

Bottom Row - Scanned black disco pants, Scanned black fabric, Alexander Wang image, Zara model, Helmut Lang shop window and image of Helmut Lang's menswear

I decided not to do squares of colours as we had been shown in the Photoshop workshop as these seemed too harsh for Helmut Lang. This is due to Helmut Lang selling mainly textured items and so I think the scanned versions work better to show the colour.

However, I am going to try to improve my Photoshop skills to enable me to improve the composition of the mood board. 

Helmut Lang Brand Analysis

29th October 2013

WHAT is the benefit & purpose of the brand?

Helmut Lang offers luxury apparel for both men and women throughout its stores in Africa, Asia, Australia, Canada, Europe, the Middle East, South America, and the United States. The benefit of the brand for me is the price range – as although it is a luxury brand some products could be described as affordable luxury, this is shown in the images below

Left image – Two-tone wool-blend top £225 

Right image - Fontana hooded leather trimmed rabbit gilet £1,530

WHO is the target customer?

This is a difficult question to answer with a brand that

Supplies to such a wide range of countries as within

that there is such a  diverse range of people. I believe

the target consumer is fashion conscious people who

follow trends but want classic items that can be mixed

with on trend items. The target customer would  have

to be someone in their mid to late twenties with a highly paid full time job due to the price of the items.

AGAINST WHOM is the competition?

I think Helmut Lang’s closest competitor is probably

Alexander Wang due to the style of the garments and

price range within the brand. However Alexander

Wang’s prices seem generally higher ranging from

£400 to well over £1000

The image on the right shows the prices of Alexander

Wang items from the netaporter website which are

similar to Helmut Lang’s more premium products.

Helmut Lang

3rd October 2013

Is a brand created in 1986 by Australian designer Helmut Lang but has existed from 2005 without his input. In 1999 they went into partnership with the Prada group consequently in 2004 a range of Helmut Lang by Prada was released. Helmut Lang is currently sold in upscale department stores and signature boutiques worldwide.

helmutlangjournal.com:

After reading the interview with Nicole and Michael Colovos Helmut Lang’s creative directors I feel I have a better understanding of Helmut Lang as a brand and in particular their Spring 2014 collection

- They gain inspiration for collections by keeping in touch with their surroundings and staying relevant with how people live today.

- The Spring 2014 collection is described by them as being ‘a minimal stripped down collection that is crisp and pure’