CONTENT
EXECUTIVE SUMMARY 1
INTRODUCTION 2
VISION AND MISSION 3
HISTORY 4
POSITIONING 5
PRODUCT COLLABORATIONS 6
RETAIL PRESENCE 7
PRODUCTS 8
FRAMEWORK 9
CAMPAIGNS 10
PEN PORTRAIT 11
CREATIVE BRIEF 12
MEDIA SELECTED 13
ADVERTISING BUDGET 14
MEDIA PLANNING 15
COMME AS YOU ARE 16
EVENT PROPOSAL 17
BUDGET OVERVIEW 18
GANTT CHART 19
RETAIL CHOICE 20
LAUNCH EVENT 21
STORE LAYOUT 22
ADVERTISING STRATEGY 23
STYLING ANALYSIS 24
PLAY COMME DES GARÇONS 25
EXHIBITION- VIRTUAL TOUR 26
COMME DES GARÇONS PARFUM 27
CONCLUSION 28
BIBLIOGRAPHY 29
APPENDIX 30
EXECUTIVE
SUMMARY
Delving into the Comme des Garçons empire built
by Rei Kawakubo, we clearly see the
combination of Kawakubo’s individualistic
approach to design tramed with Adrian Joffe’s
business mind allowed for brand growth.
This report aims to analayse the communication,
advertising, PR and promotion strategies
implemented for brand to stay true to its identity
and expand to further geographies.
1
2
INTRODUCTION
The Founder of the brand, Rei Kawakubo often said
what is storng and beautfiul, yet admits
IT JUST SO HAPPENED THAT MY NOTIO
ELSE’S
Began in 1969 , the brand was founded in 1973 in
in Paris. Throughout the 1980s the clothes had a neg
black , distressed fabric, and unfinished seams. Cloth
in 1990s, many were criticised by expert.Despite of
handmade garments to be manufactured in France a
that her drive for the brand comes from showing
ON WAS DIFFERENT FROM EVERYBODY
Japan. IN 1981, Comme des Garçons debuted
gative approach to the French for extensive use of
hes associated with punk. Unusual styles continues
this the company carried on and split the
and the non-handmade in Japan back in 2004.
VISION
COMME des
GARÇONS
IS NOTHING
ABOUT
CLOTHES
3
MISSION
PROVIDE
CLOTHING
THAT MAKES
EVERYONE
FEEL BEAUTIFUL
IN THEIR SKIN
THE SAME SPIRIT
RUNS THROUGH
EVERYTHING I DO.
REI KAWAKUBO
HISTORY
4
1969
TOKYO,
JAPAN
FOUNDED.
REI
KAWAKUBO
1984
COMME des
GARÇONS
HOMME PLUS
GENDERLESS
1978 1981
COMME des FIRST
GARÇONS PARIS
HOMME COLLECTION
MENSWEAR
1987 1988
COMME des UNCONVENTIONAL
GARÇONS WORK CLOTHING
HOMME DEUX
JAPANESE
TECHNQUIES
1992
JUNYA
WATANABE
DECONSTRUCTIVE
DESIGN
2002
COMME DES
GARÇONS
PLAY
LOGO BY
FILIP
POGOWSKI
1993 2001
COMME DES JUNYA
GARÇONS WATANABE
COMME DES MAN
GARÇONS
CLASSIC
MONOCHROME
2008 2015
ECONOMIC COMME DES
CRISIS GARÇONS
GIRL
FEMININE
MINDSET
COMME DES GARÇONS
BLACK
6
COLLABORATIONS
NIKE X CDG PLAY COMME des GARÇ
FOAMPOSITE OUTERWEAR
NOVEMBER’22 NOVEMBER’22
CDG PLAY X CONVERSE COMME DES GARCONS
CHUCK 70 JEAN-MICHEL BASQUIA
2015 OCTOBER’18
ÇONS X K-WAY PLAY COMME des GARÇONS X
THE NORTH FACE CAPSULE
AUGUST’20
SHIRT X COMME DES GARCONS PARFUM X
AT ANDY WARHOL
YOU’RE IN
SEPTEMBER’17
RETAIL
FLAGSHIP STORES
AAYOMA, TOKYO
PARIS
NEW YORK
SEOUL
BEIJING
HONG KONG
SINGAPORE
GUERR
BERLIN
BARCELONA
HELSINKI
SINGAPORE
STOCKHOLM
PRESENCE
CDG POCKET
PARIS
NEW YORK
SINGAPORE
SEOUL
BUSAN
VANCOUVER
TORONTO
RILLA
BASEL
WARSAW
COLOGNE
ATHENS
BEIRUT
2004
RETAIL
URBAN/STREETWEAR
HIGH-FASHION BRANDS
DOVER STREET
MARKET
PRESIDENT
ADRIAN JOFFE
7
S
ONLINE PRESENC
cdgcdgcdg.com
E-COMMERCE
CATEGORY RANK - #1,157
TOTAL VISITS - 74.6K
BOUNCE RATE - 24.33%
CE
COMME-DES-GARÇONS.COM
STORYTELLING, COLLECTIONS
GLOBAL
CATEGORY RANK - #6.839
TOTAL VISITS - 100.7K
BOUNCE RATE - 50.67%
COMME-DES-GARÇONS-ONLINE.COM
E-COMMERCE, COLLECTIONS
JAPAN
CATEGORY RANK - #869
TOTAL VISITS - 85.6K
BOUNCE RATE - 51.83%%
8
APPAREL
GENDER-FLUID
ASYMMETRIC SHAPES
SHAPELESS CUTS
COLORS - RED, WHITE, BLACK, BLUE
BAGS, WALLETS AND LEATHER ACCESSORIES
FOOTWEAR
BOOTS, CANVAS SHOES, SHORTS SHOES
CONVERSE, VANS, NIKE, SALOMON
PRODUCTS
JEWELERY
COMME DES GARCONS X MIKIMOTO
COMME DES GARÇ
ÇONS
FRAMEWORK
9
D DISTINCTIVE = PRODUCT AESTHETICS
DIFFERENTIAL PRODUCT ADVERTISING
ARTISTIC COLLABORATIONS
MULTIPLE PRICE POINTS.
DOVER STREET MARKET -MULTIPLE BRANDS
R
BOOSTING CONFIDENCE WITHIN ONESELF
COLLECTIONS BASED ON DESIGNER’S INNER
STATE OF MIND.
FASHION AS A TOOL.
I
INFORMING ABOUT COLLECTIONS, SALE,
STORE LAUNCH - FLYERS, MAILERS,
MAILS, WEBSITE ENGAGEMENT (PARFUM).
SOCIAL MEDIA- INSTAGRAM, TWITTER,
YOUTUBE.
P E-COMMERCE PORTAL - DSML-ESHOP
COMME DES GARÇONS CDG- WEBSITE
ADVERTISEMENTS
10
1
2
3 ADAM EDWARD
4 PROFESSIONAL
KAYAKER AND
OUTDOOR
5 ENTHUSIAST
BEATRICE DOMOND
PROFESSIONAL
SKATEBOARDER
COLLABORATIO
CAMPAIGNS
PATRICK TOWERSEY
PROFESSIONAL
SURFER
PLAY COMME DES GARÇO
X K-WAY
FW21
DECEMBER 11, 2021
HYPEBEAST
DSM, E-DSM
SEAN LEW
CHOREOGRAPHER &
DANCER
PLAY CDG X CONVERSE
CHUCK 70 MAY 2021
INSTAGRAM
HYPEBEAST
YOUTUBE
A/W 88
SISTERS BY JIM BRITT
SHOT IN 1976
UNSTAGED, JOYFUL, FLAWED
RECOGNISING THE POWER OF THE
IMAGE
Left Page
COPPER
COMME DES
GARÇONS
OCTOBER 2019
TYLER MITCHELL
PHOTOGRAPHER
YOUTUBE
CDG PARFUM
WEBISTE
DAZED DIGITAL
Right Page
CONCRETE
COMME DES
GARÇONS
JULY 2017
BASALTES
PHOTOGRAPHER
X NEUNAU
MUSICAL ARTIST
CDG PARFUM
WEBSITE
VISUAL & MUSICAL
EXPERIENCE
Left Page
WONDERWOOD &
WONDEROUD
COMME DES
GARÇONS
MAY 2010
BROTHERS QUAY
THEATER
DESIGNER
YOUTUBE -
HIGHSNOBEITY
LOVE MAGAZINE
HYPEBEAST
Right Page
ROUGE
COMME DES
GARÇONS
OCTOBER 2020
JORDAN
HEMINGWAY
PHOTOGRAPHER
“
REI
KAWAKUBO
“
CEREMONY OF SEPERATION
COMME DES GARÇONS FALL 2015 RTW
PHOTOHRAPHER PAOLO ROVERSI
VOGUE RUNWAY 2017
INSTAGRAM, TWITTER - CDG
“SHE ALWAYS
PUSHES ME TO DO
SOMETHING NEW”
PAOLO
ROVERSI
KATSUHIRO OTOM
SS13
FW13
AW SALE 2014
25
MO
MONDONGO
2008
ART-DRIVEN
DIRECT
MAILERS
SHEETS
QUAY BROTHERS
THEATER DESIGNER
SS2009
BOOKLET
FLYER
RENE BURRI
PHOTOGRAPHER
HOLIDAYS 2012
BOOKLET
FLYER
JR
PHOTOGRAPHER
SS15
AW15
THESEUS
CHAN
PAUL THEK
PAINTER
ART EXHIBITION
Left Page
VOL 2 ISSUE 5
SS2017
RAQUEL ZIMMERMANN
PHOTO BY
CRAIG MCDEAN
STYLIED BY
KATIE SHILLIGFORD
VOL 2 ISSUE 7
SS2017
PHOTO BY
ZOE GHARTNER
STYLED BY
JANE HOW
Right Page
SS2019
ANOK YAI
PHOTO BY
CRAIG MCDEAN
STYLIED BY
KATIE SHILLIGFORD
SS2021
RIANNE VAN ROMPAEY
PHOTO BY
WILLY VANDERPERRE
STYLED BY
OLIVIER RIZZO
MAGAZINE COVER
ARÇONS A/W89
BRAHAM MIGNON
PET SHOP BOYS
COMME DES GA
PAINTING BY AB
LYRICS BY THE P
SS09
PAINTING BY
BERGE JENSEN
N FW05
Left Page
COMME des
GARÇONS SHIRT
SS10
STEPHEN
SHANABROOK
COMME des
GARÇONS SHIRT
SS12
ARTWORK BY
MAGDA ARCHER
Right Page
COMME des
GARÇONS SHIRT
AW97
PEN
PO
Sanjeev Arora
31
Living in Chennai
in a Rental Apartment
shared with Rajan shroff
Analyst at Kearney
Travelling, gaming,
explorer, chasing higher
altitudes
Mulit-designer
boutiques
Balenciaga,
Off-white, Jordan,
Experimental
N
ORTRAIT
Avantika Sen
24
Lives in Mumbai
with family
Freelancer,Blogger,
vlogger, content writer
Fitness geek, foodie,
social,chasiing sunsets,
party-freak,Sneakerhead
Indian avant garde
designers
Issey Miyake, Anita
Dongre.
Confident
CREATIVE B
TARGET
15-35 YEARS
KEY CONSUMER BENEFITS
SEEKING BEAUTY THROUGH IMPERFECTION
VARIOUS PRICE POINTS
MULTIPLE PRODUCT LINES
FEELING IMPORTANT, EXPERIMENTAL
BENEFIT SUPPORT
EXPRESSING INNER-SELF USING FASHION AS A TOOL
EMPOWERING INNER-CONFIDENCE AMONG ONESELF
TONE WITH CUSTOMERS
SHAPELESS CUTS
IRREGULAR SEAMS
COLOURFUL
COMPETITION
YOHJI YAMAMOTO
ISSEY MIYAKE
SACAI
MEDIA CHOSEN
BOOKLETS,FLYERS
PRINT, ONLINE
VIDEO, PODCASTS
WEBSITE
SOCIAL MEDIA
BRIEF 12
BRAND IDEA
THE BROADER IDEA OF USING COMPLEX SHAPES,
IMMERSIVE DESIGNS USING DIFFERENT VARIETY OF
FABRICS, CUTS, STITCHES AND LAYERING.
DECONSTRUCTION, CONSTRUCTION AND CREATION.
ARTISTIC COLLABORATIONS FOR PRODUCTS AND
ADVERTISING
BRAND ASSETS
CLOTHING THAT NEEDS TO BE FELT
COLLABORATIONS CATERING TO A WIDER AUDIENCE
TRADITIONAL MODES OF ADVERTISING AND
COMMUNICATION
ADVERTISING MOTIVES
COMME AS YOU ARE- BRINGING OUT THE BEST
OF ONE’S INNER COFIDENCE DESPITE THE OUTER
APPEARANCE
ADVERTISING OBJECTIVES
REACHING OUT TO DIFFERENT GEOGRAPHIES
TARGETING DYANMIC AUDIENCE (PLAY CDG, CDGCDG)
BRAND AWARENESS (VIRTUAL EXHIBITION)
TAPPING THE MARKET WITH NEW COLLECTION
(AIR FORCE 1 HIGH AND LOW)
BRAND PURPOSE
GOALS BEYOND PRODUCT AND PROFITS AND
CUSTOMER SATISFACTION
UTILISING FASHION AS A TOOL
MEDIA SELECTED
VOGUE INDIA
ART INDIA
DIGITAL PRINT
ARCHITECTURAL DIGEST
VERVE MAGAZINE
HARPER’S BAZAAR
CONDE NAST INDIA
BROWN PAPER BAG
ELLE INDIA
GRAZIA INDIA
HYPEBEAST
HYPEBEAST KICKS
MENSXP
DAZED DIGITAL
SNEAKER FREAKERS MAG
STREET SENSE
GQ INDIA
SUPERKICKS INDIA
SOCIAL
MEDIA
INSTAGRAM
TWITTER
YOUTUBE
SPOTIFY
GUERRILLA
MARKETING
ART DRIVEN - POSTERS
FLYERS
MAILERS
BUDGET OVERVIEW -
TRADITIONAL
FLYERS 1 TO 10
10000 UNITS
RS.3 PER UNIT
POSTERS
500 UNITS
RS. 25 PER UNIT
MODERN
MAGAZINE ADVERTISE
GQ INDIA
RIGHT PAGE
CELEBRITIES
- ADVERTISING
INR 30000
INR 12500
INR 100000
INR 20 LACS
14
MEDIA PLANNING
GUERRILLA LAUNCH POSTER
10 JANUARY 2022 ONWARDS
FLYERS
YOUTUBE VIDEO
COMME AS YOU ARE
10 FEBRURARY 2022
AD CAMPAIGNS
PLAY AIR FORCE 1
COLABA
BANDRA
JUHU
WORLI
ALTAMOUNT ROAD
KALA GHODA
LOWER PAREL
JIO WORLD DRIVE
1,2 - 10 JANUARY 2022
3,4,5 - 30 JANUARY 2022
6,7 - 20 FEBRUARY 2022
8,9,10 - 5 MARCH 2022
COMME DES GARÇONS
INSTAGRAM POSTS ( MARCH 5)
MAGAZINE ADVERTORIAL (MARCH 15)
USER GENERATED CONTENT (MARCH 20)
10 JAN 2022
SASSOON DOCK ART
PROJECT
16
X
BANDRA
RECLAMATION
30 JAN 2022
X JR
JR has the world’s largest art gallery.
JR has created “Infiltrating art”.
During his collage activities, the local
communities take part in the act of
artistic creation, with no stage
separating actors from spectators.
The anonymity of JR and the
absence of any explanation
accompanying his huge portraits leave
him with a free space in which issues
and actors, performers and
passers-by meet, forming the
essence of his work.
In March 2009, JR takes Women
Are Heroes to India. In Jaipur, he
pastes huge white and sticky
stencils to catch the dust and the
colors within the context of Holi fest.
Then eyes and gazes are revealed.
For Women Are Heroes, JR
traveled to Sierra Leone,
Liberia, Sudan, Kenya, Brazil,
India and Cambodia to seek out
women struggling in their everyday
lives and, in his words, “to take their
stories around the world”. Pasting
mural-size portraitson the sides of
buildings, on trains, and on bridges,
he brings a haunting human
presence to harsh environments of
social conflict.
P
O
S
T
E
R
EMAIL
INTERVIEW
EXPANDING GLOBALY
AND REACHING OUT TO A
YOUNGER AND DYNAMIC
AUDIENCE.
TARGETING A NICHE MARKET
WITH AVANT-GARDE DESIGNS.
DRIVING FORCE BEHIND THE
COMME AS YOU ARE
PROJECT IN COLLABORATION
WITH JR.
INSPIRATIONS BEHIND HER WORK.
“FOR SOMETHING
TO BE BEAUTIFUL
IT DOESN’T HAVE
TO BE PRETTY”
EVENT
CONCEPT
THE OCCUPATION OF THE CLOSED CORD
STUDIO
WHERE
KALA GHODA, FORT
HOW
USING ELEMENTS FROM THE
PREVIOUS STORE
WHEN
20 02 2022
PR OBJECTIVE
CREATE AWARENESS ABOUT COMME DES
GARÇONS LAUNCHING GEURRILLA STORE IN
A CUSTOMIZED PLACE.
A LAUNCH PARTY ORGANISED AS A
GESTURE TOWARDS DOMESTIC MEDIA FOR A
CONSTANT SUPPORT FOR INSTALLMENTS,
WEBSITE DEVELOPMENTS.
INCREASE STORE TRAFFIC AND DIVERT
PUBLIC TO WEBSITE
PROPOSAL
COLLECTIONS
COMME DES GARÇONS SHIRT
BLACK COMME DES GARÇONS
COMME DES GARÇONS HOMME PLUS
COMME DES GARÇONS CDG CDG
INSTALLATIONS
PLAY COMME DES GARÇONS
PLAY CDG X NIKE AIR FORCE 1
COMME DES GARÇONS
FOOD AND BEVERAGES
APPETISERS - JAPANESE AND INDIA CUISINE
BEERS - DOMESTIC AND JAPANESE
LIQUOR- GIN, SCOTCH AND
MOCKTAILS
GIFTING
PLAY COMME DES GARÇONS BLACK T-SHIRT
WITH WHITE LOGO
COMME DES GARCONS PARFUM 888 9ML
MINI
VR CARDBOARD BOX FOR EXHIBITION
VIRTUAL TOUR
EVENT BUDGET OVERVIEW
RENT
BOOKLET
LIVE MUSIC AND DJ
CATERING - FOOD AND BEVERAGES
PHOTOGRAPHER
FLYERS AND POSTERS
GIFTING- PLAY T-SHIRT
VR CARDBOARD
COMME DES GARÇONS PARFUM
888 MINI
GANTT CHART
NOVEMBER DECE
2 9 16 23 30 7 14
CONCEPT & ADMIN
CONCEPT IDEAS
DATE AND TITLE
LOCATION
INTERVIEW PROPOSAL
CONFIRM INTERVIEW
FINALISE SCHEDULE
MARKETING PREP
MOCKUPS
RESEARCH
PROPSAL AND APPROVAL
PROMOTIONAL COLLATERAL
WEBSITE
COLLECT DATABASE
MARKETING
INSTAGRAM
TWITTER
WEBSITE
ADVERTISING
FLYERS
POSTERS
SOCIAL MEDIA
DIGITAL ARTICLES
T
EMBER JANUARY FEBRUARY
21 28 4 11 18 25 1 8 15 22 29
EVENT
RETAIL CHOICE
mme des Garcons’ guerrilla
Comme des Garçons guer
store co
in the industry:most
a shop thatconcept
interesting will fade
in industa
year. The first was launched in Be
nin 2004, and the Japanese
has opened firm
its first UK has
outlet, in s
on London’s D
Instead of spending millions on th
only $3100 (£1700) to style a form
ad of spendingword
millions on the forma
promoted itself using 600 posters
of mouth, and is now doing t
00) to style a former bookshop in Be
und the city and, crucially, via word of
E
oncept:has been the
rrilla store concept has been the
most interesting
away after
try:a shop a year.
that will The
fade away afterfirst
a was launch
erlin in 2004, and the Japanese firm
just
six opened
floors on London’s itsDover
firstStreet
UK outlet, in six fl
Dover Street.
he format, Comme des Garcons spent
mer bookshop in Berlin. It
at, Comme des Garcons
around the city and, crucially, via
the same here.
spent
only $3
erlin. It promoted itself using 600 po
mouth, and is now doing the same h
OCCUPATION START
GUE
STORE
LOCATION
Commerce House, 21, Saibaba
Rd, Kala Ghoda, Fort, Mumbai,
MH 400023
20 FEB 2022
ERRILLA
+91 022
COLLECTIONS
BLACK COMME des GARÇONS
COMME des GARÇONS HOMME PLUS
COMME des GARÇONS SHIRT
LAUNCH
9:10 PM -
H PARTY
GUEST LIST
JOURNALISTS
GENERAL PUBLIC
FOOD & BEVERAGES
KOROKKE - VEG, NON-VEG
SHITAKE - VEG
AVOCADO NIGIRI SUSHI - VEG
TAMAGO NIGIRI SUSHI - NON-VEG
PANNER TIKKA, CHICKEN TIKKA.
BEERS- ASAHI, BIRA, HEINEKEN
LIQUOR - SUNTORY WHISKY TOKI,
JACK DANIELS, DOJA GIN.
MOCKTAILS - MOJITO,
PINA COLADA.
- 10:22 PM
1
2
3
5
1
3
4
5
SHIRT
PLAY COMME DES
GARÇONS INSTALLATION
LOCATION
GUERRILLA +91 022
Commerce House, 21, Saibaba
Rd, Kala Ghoda, Fort, Mumbai, MH
400023
guerrilla-store-mumbai.com
COMMUNICATIONS
+91 022 22613664
INSTALLATION DATE
10 MARCH 2022
PRESS PREVIEW
5 MARCH 2022
MEDIA RELEASE
10 JANUARY 2022
COMME DES GARÇONS IS LAUNCHING PLAY
COLLECTION AT GUERRILLA STORE +91 022 .
THE COLLECTION FEATURES T-SHIRTS, JACKETS,
PERFUME, SHOES.
PLAY COMME DES GARÇONS X NIKE AIR FORCE 1
SNEAKERS IS AVAILABLE AT +91 022 STARTING 10
MARCH 2022.
COMME DES GARCONS PLAY COLLECTION IS
LAUNCHED TO APPEAL TO A YOUNGER AUDIENCE
AT LOWER PRICE POINTS.
ADVERTISEMENT
JIM SARBH
34
ACTOR - BOLLYWOOD
INSTAGRAM - 401K
ELLE INDIA, GRAZIA MAN, HYPEBEAST KICKS,
MENSXP, SUPERKICKS
JIM SARBH INSTAGRAM
CAMPAIGNS
ISHAAN KHATTER
26
ACTOR - BOLLYWOOD
INSTAGRAM - 1.5M
ADVERTORIAL -GQ INDIA
ELLE INDIA, SNEAKER FREAKERS, STREET SENSE,
DAZED DIGITAL
2
STYLING ANALYSIS
24
STYLIST
NIKITA JAISINGHANI
EDITOR IN CHIEF
GRAZIA MAN
PHOTOGRAPHER
MONOCHROMATIC PHO
DETAILED PORTRAITS
WORKS - ELLE, GQ, VER
STYLIST
SELMAN FAZIL
STYLE EDITOR
GQ INDIA
BIKRAMJIT BOSE
OTOGRAPHY DIALOGUE
RVE
REFRESHING A
MONOCHROMATIC
PALETTE WITH RED
AND GREY
SS 2023
MONOCHROME BASICS
RED TONES POWERING THE BLACK
AND WHITE ADDING A DIGITAL AND
FUTURISTIC QUALITY.
W
G
S
N
1
4
5
10 MARCH 2022
PLAY
20
FILIP
COMME des
02
PAGOWSKI
PLAY COMME des
GARÇONS X NIKE
Air Force 1
+9
HAS ARRIVED AT
GUERRILLA
PRICED AT
INR 18,750
1 022
USER GENERATED
CONTENT
ANAND AHUJA
INSTAGRAM - 572K FOLLOWERS
SNEAKERHEAD
BASKETBALL PLAYER
BHAANE - FOUNDER
VEG NON-VEG - CO-FOUNDER
VIRTUAL EXHIBITON
COMMUNICATIONS
+91 022 22613664
EXHIBITION DATES
30 MARCH 2022 - 30 JUNE 2022
VIRTUAL EXHIBITION ACESS
GUERRILLA-STORE-MUMBAI.COM
PRESS PREVIEW
25 MARCH 2022
NEWS RELEASE
20 MARCH 2022
FOR IMMEDIATE RELEASE
COMME DES GARÇONS VIRTUAL
EXHIBITION AT GUERRILLA-STORE-MUMBAI.COM
FOCUSES ON REI KAWAKUBO AND HER DESIGN
METHODSSINCE 1981.
THE EXHIBITION FEATURES 100 OUTFITS AND 30
INDIVIDUAL PIECES FROM
TAMAKASHA TAKAHASHI’S ARCHIVAL COLLECTION.
26
COMME DES GARÇONS
PARFUM INSTALLATION
LOCATION
GUERRILLA +91 022
Commerce House, 21, Saibaba
Rd, Kala Ghoda, Fort, Mumbai, MH
400023
guerrilla-store-mumbai.com
COMMUNICATIONS
+91 022 22613664
INSTALLATION DATE
20 APRIL 2022
PRESS PREVIEW
15 APRIL 2022
MEDIA RELEASE
COMME DES GARÇONS IS LAUNCHING PARFUMS
COLLECTION AT GUERRILLA STORE +91 022 .
THE COLLECTION INVOLVES PARFUMS INCLUDING
ROUGE, CONCRETE, WONDERWOOD, ANDY
WARHOL, AMAZING GREEN, COPPER AND BLACK.
COMME DES GARÇONS FRAGRANCES CREATIVE
DIRECTOR CHRISTIAN ASTUGUEVIEILLE HAS
EXTENSIVE KNOWLEDGE OF FRANGRATIC NOTES
SUCH AS WOODS, FLOWERS, SPICES, EARTHLY
ELEMENTS .
COMME DES GARÇONS PARFUMS HAS LAUNCHED
SELF SCENTER EXPERIENCE BY SUGGESTING
FRANGRANCES BASED ON WHAT CONSUMERS
INNERSELF. THE EXPERIENCE IS AVAILABLE ON
COMME-DES-GRACONS-PARFUM.COM
1
5
CONCLUSION
THE LOWER LEVELS OF ONLINE
PRESENCE AND INTERACTION WITH YOUNGER
AUDIENCE CAN BE A PRIME AREA OF CONCERN
FOR COMME DES GARÇONS . SOCIAL MEDIA AND
DIGITALIZTION IN TERMS OF E-COMMERCE AND A
DIRECT COMMUNICATION WITH THE CONSUMERS
CAN SCALE UP BUSINESS AND MAKE IT EASIER
TO TARGET WIDER RANGE OF AUDIENCE.
IT IS ALSO IMPORTANT TO FIND THE RIGHT
BALANCE BETWEEN AESTHETIC SIDE OF THE
BUSINESS AND IMPROVISING THE QUALITY OF
HUMAN INTERACTIONS BOTH PHYSICAL AND
DIGITAL.
BIBLIOGRAPHY
ALS, H., 2022. TO LOVE ALONE. [online] 032C. Available at:
<https://032c.com/to-love-alone> [Accessed 10 February 2022].
ANAYA, S. and KOCH, J., 2022. [online] Available at: <https://032c.
com/abc-of-cdg> [Accessed 2 February 2022].
SINGER.O.AnOther. 2022. Comme des Garçons Advertising Cam-
paigns. [online]
Available at: <https://www.anothermag.com/fashion-beauty/gal-
lery/7174/comme-des-garcons-advertising-campaigns/0> [Accessed
12 January 2022].
SKIDMORE.M.AnOther. 2022. The Story Behind Comme des Garçons’
Iconic A/W88 Campaign. [online] Available at: <https://www.another-
mag.com/art-photography/11230/the-story-behind-comme-des-gar-
ons-iconic-aw88-campaign> [Accessed 1 February 2022].
CLANCY, H., 2022. These are the best Comme des Garçons ads of
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APPENDIX
ART CONTEST
PROJECT 88, MUMBAI
COMPETITIONS - PAINTING
DRAWING
PHOTOGRAPHY
VIDEOGRAPHY
WINNERS WORK TO BE USED FOR
ADVERTISING CAMPAIGNS TO
CONNECT ART AND FASHION .
ALSO TO SUPPORT YOUNG TALENT
AND PROMOTE BRAND AND APPEAL
TO WIDER AUDIENCE.
PHOTO - FLYERS, MAILERS
PAINTING - MINI CATALOGUES
DRAWING - CDG SHIRT
VIDEO - CDG PARFUMS
