Brand Content

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1988

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Brand: the story telling

Jean Touitou, a Tunisian designer, founded the label “Atelier de Production & de Creation” or A.P.C in 1988.

He created one of the most well-tailored, simple labels & timeless pieces, specially in raw-denim.

Today, after 24 years, A.P.C has developed a lot & is one of the leader into the the ready-to-wear brands.

A.P.C has spread his image through the world and different locations including Paris, London, Tokyo, New York, Osaka, & Hong Kong.

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1988

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Minimalism

AndrogyneBourgeois Bohème

Press Play

Actual Content

Currently APC can be define by a way of life, it represents the modern people living in big urban cities such as Paris, London, New York and even Tokyo.

They are define by their sobriety for the first years the weren’t even a brand name apposed on the clothes made by APC

This brand has a huge potential to develop their brand content, they currently only use those mediums trough music production and compilation and a kindergarten.

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1988

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Extending the existing content:

• Counter event during the fashion week

• Organise an exhibition of fake advert on the theme

of the consumerism in our society

STORYTELLING

• Develop the music production to a planned launch of compilation.

• Presentation of Stars through their favorite

artwork

LIFESTYLE

• Developing the program for older kids, and even propose conferences or

« master class »

• Launch a photo documentary based on the existing kindergarten as a

APC advert

SCHOOL

APC try to educate kids across a different approach of the Education.

They develop a school work through « new type » of pedagogy and use several tool as books, images, movies very present today on our society.

Discover the world & develop an open-minded vison & perception around ourselves is a key.

They could organise exhibitions & conferences to present these «New Vision of Education »

In Paris places such a le Carreau du temple could easily host those events and match the initial target of the brand, that will follow this willingness to exchange with other

opinions through the vector of APC

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1988

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Education is key

In order to promote these initiatives that are based on our existing kindergarten an the alternatives that we are willing to develop a photo

documentary.

It will showcase all of the kids in our kindergarten in an exclusive kids line made by APC.

It will both represent the core of the brand through our clothes but it will also present our alternatives and the lifestyle that comes around the

brand.

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1988

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« Education is what remains after one has forgotten what one has learned in school. » Albert Einstein

Lifestyle

They are already used to music production but only through individuals artists, they do not use them to brand them under the logo APC

through a compilation.

Buddah Bar, Colette, Agnes B all of those brands are very successful at spreading their brand content. One way to do it is through compilations

of music that showcase the values of the brand.

Jazzy Classy Light music to match the environment and present the brand under another point of view.

By releasing 1 compilations a year to build up some hype and only use the best content that we could find.

This could even be promoted trough several lives performances of artists on the compilations the day of the launch in one major store by

country.

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1988

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Art

The idea here is to present celebrities through questions centered around art in order to match those celebrities inspiration to the brand itself.

Those type of contents only appeal to a certain target but it’s proper brand content that suits the strategy that we want to established.

This is kind of the introduction for our futur exhibitions.

Celebrities that could match our brand: • Emily Ratajowski • Pharrel Williams • Kaws • Kavinski

here is an inspiration of those types of videos made by Vogue

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1988

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Story Telling

In 2012 for their 25 birthday Jean Touitou presented an exclusive collection with Vanessa Seward but he refused to organize a real show

as he find them to onerous and not useful.

We want to take advantage of this differentiation from our competitors to organize all the events that we presented before during the fashion

week in Paris.

This calendar to create a counter event that will talk about reality and not confine to the exclusivity of luxury.

This will help to enhance the vision of our brand and make it clear to all of the consumers.

All those events and action will be available on the Youtube APC (that is not exploited as for now) and on all the classic social media (Facebook

Twitter Instagram WeChat)

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1988

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Exhibition:

In the first word of the books 99fr by Frederic Beigbeder, the main character present itself like:

« Je me prénomme Octave et m'habille chez APC. Je suis publicitaire : eh oui, je pollue l'univers. Je suis le type qui vous vend de la merde. Qui vous fait rêver de ces

choses que vous n'aurez jamais. Ciel toujours bleu, nanas jamais moches, un bonheur parfait, retouché sur PhotoShop. Images léchées, musiques dans le vent. »

we want to get back to this to organize a competition betweens advertising agencies to create fake adverts that would either present the reality of the product or just take a stand in the protection of our world.

This competition will then turn in an exhibition representing the consumerism of our society.

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1988

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Thanks for reading

Antoine Vaugier