BLUE SKIES | Claire Rich Creative

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MICHELE CAMPAIGN

blue skies

SERVICES

Concept Direction
Storytelling
Product Design
Art Direction
Styling & Shoot Direction

YEAR

2020

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SEASONAL OVERVIEW

blue skies

Blue skies and beauty unlike any other. Breathe in the sea air and taste the freshness of spring. Our Blue Skies collection embodies the feeling of white sand and sea and the beautiful inspiration we feel with new beginnings. Blue Skies celebrates the fact that you can be anyone you want to be.

As we celebrate 20 years of the Deco, we also celebrate the iconic MICHELE woman - a woman who is unlike any other.

CREATIVE BRIEFS

creative & business strategy • trendboards

pantones • competitive research

CREATIVE STRATEGY

There is a serenity of being and self worth as consumers focus on mood, balance, peace and all that makes them happy. Think of the soothing calm of the ocean. Denim returns in a more natural state as it makes it way into activewear, beachwear, elevated streetwear in a muted and soft feel with more of an artisianal feminine appeal. An exploration of new materials and textures pave the way for iridescence and pearlescent colors that create an optical ombre and shimmering effect. Brights still have a home against these soft soothing colors as a pop of happy!

Introduce a new core color “sky”. Bring iridescent into the Deco Sport and introduce new sport platform. Introduce brights and iridescence in exotic straps. Invigorate the Deco with new introduction, Double Wrap Mini. Celebrate the stack as we introduce bangles. Pink gold or gold accents on stainless.

BUSINESS STRATEGY

Build market share and increase sales by:

Introducing a new color- “sky”
Wow factor with Deco Sport- iridescent, high low, clear acrylic and introduction of Sporty Sport Sail
Gemstones, ceramic to elevate price point and show differentiation
Accessories are getting larger - capitalize on statement watches and the stack - another trend for 2020, especially in the 20th anniversary of the Deco, with the introduction of a double wrap Deco Mini

CREATIVE STRATEGY

Fall core colors become more sophisticated with slightly richer browns and inky hues for blue. This season the color is inspired by the duality of life at the start of a new decade. We will spend more time online, but also have a stronger urge to connect with nature. This will be reflected in a palette of two parts – one featuring true natural tones and the other an artificial hue. The “Blue Skies” story evolves with the Fall collection as the sky deepens into the blues, pinks and orange at sunset and the landscape reflects the brown tones.

BUSINESS STRATEGY

Build market share and increase sales by:

Introducing the new Caber
Wow factor with Sporty sport sail in cobalt
Deco Sport in gloss metallics
Brown and cobalt dials in best selling silouettes

CREATIVE STRATEGY

As blue skies transition to winter months, “Pink skies” astound us with blending shades of lilacs and pink. Purple tones uptrend and amethysts will be a highlight gemstone. Deeper gemstones like emerald will see a revival and set a festive tone for the season. Lilac and deep violet dials will compliment amethyst beautifully and stand for the bold femininity of the MICHELE girl. Introducing the seasonal story: Violet Crush, The Pink Skies Edition.

BUSINESS STRATEGY

Build market share and increase sales by:

Continuing to elevate with Limited Editions with the Deco XL Diamond Pave as the pinacle piece in the line
Launch The Deco Madison with diamond pave romans to elevate the platform for holiday.
Create a strap assortment with colors of violet, lilac and red velvet exotics
Deco Sport adds a feminine touch of quilted leather straps in shimmering leathers
A black grosgrain strap is added to the mix for cocktail wear
A silicone gift set makes a return with 5 straps in the 2020 holiday color palette.

3-DAY PHOTOSHOOT

getaway to 30A

ALYS & ROSEMARY BEACH, FL

On beautiful 30A, nestled in the Florida Panhandle’s pristine white sands and sparkling blue water, sits a seaside community where just miles down the road feels miles away from ordinary. Where every detail makes luxury seem simple and a life of beauty, simplicity, balance, and grace still thrives.

Both the Caribbean-style architecture and quiet neighborhoods contribute to Alys Beach’s easy pace and relaxed mood. Yet its design is a modern approach to community planning, balancing efficiency with sustainability. The area is full of green spaces, nature preserves, gardens and parks that not only accent the town’s quaintness, but preserve the area’s natural environment.

With its iconic emerald green waters - perfect to highlight our 20th Annivesary Limited Edition Deco Diamond Emerald - Alys Beach is the perfect backdrop for our 2020 vision of simplicity, serenity, and peace.