First, the brand origin
Roberta is a Hollywood musical from 65438 to 0935, and its theme song Smoke Into Your Eyes is also the most memorable theme song of Ms. Camerino's first dance. So Ms. Camerino adopted Robert as the brand name in 1945, symbolizing her happy girlhood. For Ms. Camerino, the name Roberta contains all the emotions such as tenderness, excitement and novelty, which not only touched her heart, but also inspired her creative motivation. Putting your family's Camerino surname on the brand name represents an unexpected start and a career.
Second, the stunning pop world has become a world brand.
1946, Roberta di Camerino was founded in Venice.
In A.D. 1950, Roberta di Camerino's first flagship store was formally established in San Kyle Square in the center of Venice. From Venice to Florence, from Italy to America, Roberta di Camerino's footprints can be seen. From 65438 to 0956, Roberta di Camerino became more civilized in the world, because she won the Neiman Marcus Award. Ms. Camerino was also the first Italian in fashion to win this Oscar, and Christian Diro later won this honor and became famous internationally. Since then, Ms. Camerino has gradually reached the peak of her career. Various honors and awards are pouring in. Roberta di Camerino brand has been highly recognized and praised by the pop world.
Roberta di Camerino's reputation is gradually known to the world with the products she designed and produced, and her distinctive design features and styles are deeply branded in the hearts of the world.
Third, hachi chairs and panel dresses.
Bagongi
In the 1950s and 1960s, the fashion industry was quite conservative, and the leather bag was just a general practical product, which could only be used to match the configuration function of shoes. Therefore, it is still conservative in style, and the color tends to be dull and low-key.
When Mrs. Camerino made her first handbag in Switzerland, she didn't want to be a designer at that time, so she often made something by herself. This creative enthusiasm has continued to this day.
Bako Banner's handbag was also born thanks to the creativity of Mrs. Camerino. Once, Mrs. Camerino felt the charm of velvet material and its color in the studio of Babe Lacoba, a famous Venetian embroidery master, and was inspired to apply this material to purses. Hand-embroidered needle and thread, plus steam treatment, the color of gorgeous velvet is rich in touch, giving birth to an unparalleled elegant and noble leather bag, which is Bagongxi.
In the concept of the whole fashion trend at that time, leather bags were only practical products, and most of them were dull in color; At this time, the leather bag designed by this lady showed a rich and unique personality, ending the gray period of leather bags. After that, colorful designs began to appear.
At that time, many women had been looking forward to the birth of such a handbag, and Grace Kelly, who had just been engaged to King Morago, appeared in newspapers and magazines with a pink Bako flag bag, making this new handbag very popular. The gorgeous temperament of Hollywood Cinderella makes the relationship between women and handbags have a new beginning.
Inlaid dress
Like Baco Banner, what makes Roberta Di Camerino's fame stand firm in the popular history is the panel dress, which is a work of art made on a whole piece of cloth through painting. It must consider the curve of the human body, similar to the one-piece cutting technology to complete the sewing work. Because there is no discount and few cuts, the lines are particularly clean and neat. although
The structure of the plate dress is as simple as a long sweater or T-shirt, but its superficial concept of painting is to subvert the eyes and make the two-dimensional space look like a three-dimensional illusion. Mrs Camerino made full use of this skill. When a plate dress is worn on the body, it will naturally produce the illusion that the main body and structure are interchanged.
Among the designers in the 1950s, Mrs. Camerino won many reputations for her original design by this method, and won the Nieman Marcus Award in the field of design from 65438 to 0956.
This kind of clothing full of game surprises has aroused great repercussions not only in the fashion world, but also in the public psychology. 1980, Mrs Camerino also held a design exhibition at the Whitney Museum of Art in new york. The Whitney Museum of Art also keeps his wife's manuscript as a permanent collection of the museum.
Fourth, brand description.
Remarkable R trademark and artistic image are fully displayed.
The brand identification with "R" appears on every Roberta di Camerino product, which not only represents a trademark, but also an image. Reflecting your own design style in the world, of course, also represents the recognition of users' noble taste.
Popular aesthetics that does not go with the flow
Roberta di Camerino, with her persistent design style and keen fashion observation, attaches great importance to the emerging dressing philosophy and the changes of modern people's life taste. Every season has a unique inspiration and theme, so she can still show the uniqueness of the past.
A lifetime designer
From early purses and leather goods to jewelry, glasses, watches, perfumes, cosmetics, all kinds of men's and women's clothing, ceramics, household items, etc ...........................................................................................................................
Practitioner of life experience
Get inspiration from the process of life experience and emphasize the practice of life experience, instead of taking fashion as a blind creative theme. All beautiful works imply a passion for life and convey a unique artistic style belonging to Roberta Di Camerino.
Verb (abbreviation of verb) awards and exhibitions over the years
Awards over the years:
1956 Nieman Marcus Award
1965 navy fashion award
1969 Italian government award
1975 Berlin GM safety award
1976 new Orleans honorary citizen award/fashion international master award
1978 silver mask award
1980 European Oscar Award
1988 was hired as a special lecturer of European ceramic tile industry association.
Important exhibitions over the years:
1980 The Whitney Museum in new york exhibited and permanently collected its manuscripts with artworks.
1985 exhibited the design works of 1955- 1975.
1988 There is a permanent exhibition of precious shellfish at the Venice Naval History Museum.
1992 was exhibited at PITTI, the fashion anniversary of Sarablanca, Italy.
1993 Italian Fashion Renaissance Exhibition was held in the Fashion Art and Fabric Exhibition Hall of Louvre Museum in Paris.
1998 retrospective exhibition of Monte Carlo and Milan
1999 retrospective exhibition of Dallas, San Francisco and new york
Retrospective exhibition of Bogota, Colombia in 2000
200 1 retrospective exhibition in Tokyo, Japan
Global agent of intransitive verbs
Roberta di Camerino's reputation is gradually known to the world with her products, and her distinctive design features and styles are deeply branded in the hearts of the world. Although the works released by Roberta di Camerino every season have different new ideas, they are all loyal to their consistent design concepts and show their unique lines. This persistence is also the secret of Roberta Di Camerino's persistence in the world pop stage.
Nowadays, Roberta di Camerino is active all over the world, and professional business partners all over the world hold the same business philosophy, hoping to integrate Roberta Di Camerino's life philosophy into elegant design and provide the world's best full range of goods.
Europe:
Women's Gibril Co., Ltd.
Leather belt Blanchienardi S.R.L leather bag
Wallet company limited
Bianchi Nardi
Royaline s.r.l women's polo shirt
Miss Tina's knitted clothes
Cosmetic box, hair accessories, Miki diffusion S.R.L.
CAVAGGIONI women fur co., ltd
Jewellery COZZA GIOIELLI
Leather olivier &; SNC
Scarf olmeto co., ltd
Clocks and furniture
Umbrella minuto &；; Salomon ltd.
North America
NEIMAN MARCUS and BARNEYS, which have a history of 100 years, import a full range of Italian goods and sell them in major cities in the United States, such as new york, Houston, Atlanta, Dallas and California.
Asian region
China
Fu Gui Leather Group Shanghai Daisi Trading Co., Ltd.
Men's Formal Dress and Women's Golf Fu Gui Group Shanghai Fu Gui Clothing Co., Ltd.
Seven. brand positioning
brand positioning
Roberta di Camerino provides a full range of international fashion life quality for domestic high-end consumer groups.
Consumer group positioning
L age range: 28 ~ 45 years old.
Income status: more than 6,000 yuan/month, and the annual family income is 654.38+10,000 yuan.
Social stratum: the urban middle class and the wealthy upper class.
L Education: Good educational background.
L personality description: emotional, independent and confident, attention to detail perfection.
L values: attach importance to wealth, career and status.
Lifestyle: an artist who pursues fashion and taste, enjoys life and is willing to live.
L Pursuing interests: The social stratum with taste and brand metaphor is recognized and respected.
Style positioning
Elegant fashion
Product planning
Male to female ratio: male products: 50% female products: 50%
Style matching: formal dress: 30% city: 50% leisure: 20%
Category ratio:
1. Bags: briefcase, computer bag, travel bag, handbag, cosmetic bag, cosmetic bag. 50%
2. Small leather goods: wallets, business card holders, cheque holders, coin purses, key bags, red envelopes, mobile phone covers, PDA covers, glasses bags, cigarette cases, pen covers, lighter covers, knife covers and notebooks. 35%
3. Accessories: watches, trademark cards, key cards, locks, pens, brooches, hair accessories, glasses, scarves, ties, home accessories. 15%
Price planning
1 Bako flag package: RMB 6500-11000.
2 Wallet, business card holder, coin purse and key bag: RMB 480- 1600.
Handbags, briefcases and travel bags: RMB 1800-5000.
Watch: RMB 3500-5500.
5 pieces: 65438 yuan +0500 yuan-2000 yuan.
6 Porcelain: 460 yuan-1600
7 Trademark cards, cufflinks, collar needles and tie clips: 600 yuan-1100.
8 scarves, ties and suspenders: 680 yuan-1100.
popularization plan
Establishment of Roberta di Camerino China Network
Media delivery
Brand launch conference
Visit plan
Consumption area settings:
The first-class cities represented by Shanghai and Beijing have relatively developed economies; Second-tier cities with mature fashion concepts
Terminal storage settings:
Shopping malls and shops where international famous products gather account for 40%; First-tier shopping malls in first-tier cities account for 60%
Eight. product description
First of all, about color:
Madame Giulliana Camerin was born in Venice, Italy, so the beauty of water made RdC's color view. The main colors of RdC are blue, red and green, and each color is represented by the representative painters of Venice School:
Blue-Jacob Fentoretto Jacob. Tintoretto
Rde—Tiniano Vecellio Titania。 Wei Serio
Green-Paul Willoni, Paul Willoni
Second, about the Logo:
Roberta di Camerino started out as a leather product, and the belt is the most representative, so she will use a belt ring to penetrate the R-shaped logo. This season, when developing hardware, RdC will also be represented by bands.
Third, the origin of embroidery and velvet:
The embroidery of the sun pattern was made by Italian timekeeper Beibei. Designed by Lakewa, it is a piece of handmade art; Another feature of RdC products is flannel. Steam-treated flannel is more advanced in color and touch than before, so it has become a classic material of RdC for a long time.
Fourth, about totem:
All the totems of RdC are evolved from R-Logo. This season, three classic totems were selected for clothing, ties and home accessories.
A. Inner totem: The belt ring totem used since 1950 is the most representative classic totem of RdC.
B, stripes and ring patterns are all evolved from the R-shaped Logo, which has been used since the spring of 2000.
Verb (abbreviation for verb) Product category:
Men's leather products:
First, the dress-urban classic: top-level material selection and processing technology, made into orthodox senior gentleman style, color system.
For the eternal black and brown.
B, metropolis-urban fashion: use cloth and leather to create popular styles.
C. Leisure-urban leisure: wild, rough, sloppy and heroic.
Women's leather products:
A. Velvet: Red, green and blue velvet fabric is the design essence of RDC, and the series of leather goods developed with this material is the highlight of women's leather goods this season.
B, velvet cloth with leather: Compared with velvet, smooth leather is more suitable for modern life, and this series will show the same design spirit with different materials.
C, car line: This series inherits the design elements of Pan Le's clothes, and integrates the noble and elegant style of RDC women's leather goods, which is more modern.