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POP THE POP UP
Master in Fashion Management in partnership with MM6 – September 2019
Maison Margiela is a French fashion house that was founded in Paris in 1988 by Martin Margiela, a Belgian designer who was known to find beauty in the seemingly ordinary. Since 2014, John Galliano has directed the fashion house, reinforcing its creative vision through several lines of menswear, womenswear, and accessories.
Line 6, which was later named “MM6,” is Maison Margiela’s contemporary line. This line is more basic than the deconstructive, avant-garde aesthetic the house is famous for; however, MM6 is smart and feeds off the same irreverent mood and energy.
For this competition, you are asked to present original recommendations for MM6, Maison Margiela’s contemporary line, for the company’s pop-up store strategy. Your solutions must be adapted to a brand that does not have a traditional stance on marketing and communications. You are asked to analyze a market in depth (either the market in your home country or another of your choice), including its sociocultural and economic aspects. Then analyze existing competitors of the label MM6 and their pop-up and marketing initiatives within the region. Your research should cover relevant industry macro-trends (i.e., consumer behavior and social/technological innovation) and the best practices of existing luxury fashion brands within your chosen market.
Your presentation should show your research findings and create a portrait of the luxury fashion consumer— their lifestyle and purchasing behavior. Most importantly, you must present one original strategy for MM6, so that Maison Margiela can retain its current customers and expand its reach. Your solution should balance creativity with feasible and cost effective implementation.
The works must be sent to Domus Academy by and not later than 5th April, 2019.
Candidates will be informed about the results of the competition by e-mail on 6th May, 2019.
Projects in digital format must be uploaded clicking the button below:
When you submit your project you will receive an immediate confirmation email that your submission was received. If you do not receive a confirmation, let us know at: firstname.lastname@example.org
- One scholarship covering 60% of the total tuition fee of the Master Program
- One scholarship covering 50% of the total tuition fee of the Master Program
- One scholarship covering 40% of the total tuition fee of the Master Program
- Two special mentions covering 20% of the total tuition fee of the Master Program
Projects will be selected and evaluated by the faculty of the master’s program and the Admissions Jury.