DESIGN POWER DUO ANDRE MALE AND GYNE F.E.MALE WERE
CATAPULTED INTO THE FASHION LIMELIGHT OF THE 20’S AT
CHANEL; INTRODUCING THE CHANEL SUIT OF KNEE LENGTH
SKIRT AND BOXY WOOL-WOVEN JACKET WITH GOLD BUTTONS
AND BLACK TRIM. DURING THE 30’S THEY FAMOUSLY STYLED
KATHERINE HEPBURN AND MARLENE DIETRICH IN EVERYTHING
FROM PANTS AND OXFORDS TO SUITS AND BOWTIES.
WITH THE 40’S AND THE GREAT DEPRESSION ANDRE AND
GEYNE PIONEERED THE BOYISH FLAPPER GIRL LOOK AND MADE
IT ACCEPTABLE FOR THE WORLD WAR II WOMAN TO WEAR HER
HUSBAND’S PANTS WHILST WORKING IN THE YARD AND GOING
ABOUT LEISURELY ACTIVITIES.
THE MID 1950’S SAW THE BIRTH OF ROCK AND ROLL AND THE
DUO BROKE NEW GROUND WITH THE ONE-TIME WORKER
UNIFORM LEVIS; CREATING A FASHION STAPLE ADORED AND
CELEBRATED BY MOVIE ICONS SUCH AS MARLIN BRANDO AND
JAMES DEAN. THE 50’S ALSO MARKED THE OPENING OF ANDRE
AND GYNE’S FIRST STORE NAMED BEATNIKS; AN
AMALGAMATION OF JAZZ, ART, TURTLENECKS AND SKINNY
TROUSERS.
IN 1966 ANDRE AND GYNE LAUNCHED THEIR S/S COLLECTION
TITLED ‘SWINGING’ WITH TWIGGY AND HER INFAMOUS CROP
AS THE FACE OF THE CAMPAIGN. TOGETHER THEY THREW THE
FASHION RULES OUT OF THE DOOR AND PUSHED THE SOCIAL
NORMS.
THE GENDER BENDING OF THE FOLLOWING DECADE SAW THE PAIR STYLING THE GLAM MOVEMENT’S
MOVERS AND SHAKERS FROM DAVID BOWIE TO ROXY MUSIC,
SPEARHEADING GOLD LAME, GLITTER AND FEATHERS. IN 1977 DIANE KEATON ARRIVED TO THE PREMIER OF
WOODY ALLEN’S CLASSIC ‘ANNIE HALL’ IN AND ANDRE & GYNE BUTTON DOWN MANS SHIRT, VEST, TIE AND
LONG SKIRT.
THE 80’S WOMAN BEGAN TO MOVE FROM THE SECRETARIAL POOL AND INTO HIGH-POWER MANAGEMENT
POSITIONS AND ANDRE AND GYNE’S POWER DRESSING REFLECTED THIS CHANGING MOVE OF SOCIETY WITH
PROMINENT SHOULDER PADS, TAILORED JACKETS AND SUIT PANTS. THE DUO WORKED ALONGSIDE THE “MATERIAL
GIRL”-MADONNA THROUGHOUT THE 80’S TO COMPLETELY SHAKE UP THE FASHION INDUSTRY; BRINGING EXTREME
FEMININITY JUXTAPOSED WITH BOY’S SUSPENDERS AND SHIRTS TO LIBERATE NEW WAVE MUSIC AND FASHION
THE ANDROGYNY LOGO IS SYNONYMOUS OF THE BRAND AND ETHOS…
ANDROGYNY IS POWER AND STRENGTH IN ITS SIMPLEST FORM
IT EXUDES IDEOLOGY TO REWRITE THE RULES AND CREATE THE STATEMENT
IT JUXTAPOSES THE OLD WITH THE NEW, ATTACKING HERITAGE WITH ATTITUDE AND STEREOTYPE WITH
REALISM.
THE IDENTITY IS BLURRED BUT INCREDIBLY CLEAR
IT SAYS NOTHING BUT SPEAKS A THOUSAND WORDS.
ANDROGYNY PROMOTES LIMITLESS FASHION AND EMBRACES THE HERITAGE FOUNDED WITHIN THE CORE
INSPIRATION OF THE COMPANY. ANDROGYNY COMES IN BETWEEN LUXURY AND MANAGEABLE PRICES, IDEAL
FOR OUR TARGET CONSUMER ON THE HIGH STREET. THE COMPANY PROMOTES ITS HIGH QUALITY, QUICK
FASHION AND COMMITMENT TO OUR YOUNG CREATIVE’S. OUR BRAND CAN BE REPRESENTED AS AN OBJECT
EMBRACING THE CREATIVENESS AND INDIVIDUAL IDENTITY THIS COMPANY CAN GIVE TO OUR CUSTOMERS.
PRODUCING FINE LUXURY FASHION TO MEMBERS AND LOVERS OF THE FASHION INDUSTRY, WHO RESPECT
QUALITY HERITAGE FABRICS WITHIN AN AFFORDABLE PRICE RANGE. THINK OF THE BRAND AS AN INDIVIDUAL
DIRECTING YET WORKING WITH OUR CUSTOMER TO CREATE AN IMAGE OR SELF-EXPRESSION. OUR
COMMITMENT TO THE COMPANY’S TARGET CONSUMER CAN BE PRESENTED THROUGH OUR UNDERSTANDING
OF A YOUNG PERSON’S INTERPRETATION ON LUXURY. WE’RE PROVIDING OUR CUSTOMER WITH LUXURY
MID-MARKET FASHION, SOMETHING NOT ONLY WE VALUE WITHIN THE COMPANY, BUT SOMETHING WE
UNDERSTAND OUR CUSTOMER WILL VALUE ONCE OUR LUXURY JACKETS ARE TEAMED WITH AN EDGY
ANDROGYNY LOOK.
THE BRAND PERSONALITY REPRESENTS A FEMININE STYLE WITH A MASCULINE TOUCH. A CONFIDENT AND
EXPERIMENTAL BRAND WHICH TARGETS THE FEMALE CONSUMER. OUR BRANDS PERSONALITY IS RECOGNISED
BY THE CONSUMER FOR HAVING A SENSE OF HUMOUR. A CREATIVE BRAND WHICH PLAYS ON THE IDEA OF
‘THE MAN AND THE WOMAN’, EXPLORING WITH MASCULINE LOOKS AND CREATING A UNIQUE INDIVIDUAL
FEMININE STYLE. PORTRAYING SEXINESS IN AN INDESCREET WAY WITH A STRONG WILLED IDENTITY. THE
PERSONALITY IS IDENTIFIED BY THE STATEMENT PIECES SUCH AS, BOWLER HATS, BROGUES, BOW TIES AND A
GENERAL POWERFUL LOOK.
ANDROGYNY HAVE POSITIONED THEMSELVES CLEVERLY BETWEEN FAST FASHION HIGH STREET AND HIGH END
HIGH STREET, WITH ANDROGYNY’S MAIN COMPETITOR BEING THE KOOPLES, WITH OTHER COMPETITORS
INCLUDING TOPSHOP, AMERICAN APPAREL AND URBAN OUTFITTERS.
INTERNATION FASHION BRAND THE KOOPLES ARE HEAVILY INFLUENCED BY TAILORING AND WELL MADE
CLOTHING SIMILARLY TO THAT OF ANDROGYNY; WHICH IS REFLECTED IN THE PRICING WITH ON AVERAGE A
KOOPLES JACKET COSTING £180. THE TARGET MARKET OF THE KOOPLES IS A YOUNG, STYLISH CONSUMER
WITH A DISPOSABLE INCOME TO SPEND ON FASHION ITEMS.
TOPSHOP’S PRIMARY TARGET MARKET IS STUDENTS, THEIR TYPICAL JACKET COSTING £80 WITH THEIR
STORES POSITIONED IN ALMOST EVERY MAJOR TOWN AND CITY ACROSS UNITED KINGDOM WITH 300 STORES
NATIONWIDE.
AMERICAN APPAREL’S TARGET MARKET IS YOUNG METROPOLITAN ADULTS AGED 20-32, IN MAJOR URBAN
MARKETS WITH DISPOSABLE INCOME WITH THEIR AVERAGE JACKET COSTING £130. AMERICAN APPAREL HAS
STORES IN BRIGHTON, BRISTOL, LEEDS, LIVERPOOL, LONDON, BIRMINGHAM, MANCHESTER, NOTTINGHAM
AND GLASGOW; MAIN FASHION CITIES OF THE UNITED KINGDOM WITH AN EVEN DISTRIBUTION AROUND THE
COUNTRY.
AS YOU CAN SEE FROM THE FACING
DIAGRAM ANDROGYNY ARE POSITIONED ON
THE MARKET BETWEEN THE ABOVE
COMPETITORS ALONG WITH SOME OTHER
WELL KNOWN HIGH END HIGH STREET
BRANDS.
ANDROGYNY ARE POSITIONED IN THIS WAY
THROUGH THE PRICING OF THE GARMENTS;
THE ANDROGYNY PRODUCTS ARE MORE EASILY
AFFORDABLE THAN AMERICAN APPAREL AND
THE KOOPLES PRICING OURSELVES SIMILARLY
TO TOPSHOP BUT PRODUCING HIGHER
QUALITY PRODUCTS THAN TOPSHOP AND
SIMILAR QUALITY AS THE KOOPLES.
THE TARGET MARKET OF ANDROGYNY IS YOUNG PROFESSIONALS, STUDENTS AND GRADUATES AGED
BETWEEN 18 AND 25. OUR TARGET MARKET IS COMPETITIVE AS ANDROGYNY HAS A WIDER TARGET MARKET
AS EACH OF OUR MAIN COMPETITORS, BY DOING THIS WE HAVEN’T PIGEON-HOLED THE BRAND LEADING TO
A WIDER POTENTIAL INTEREST. WE HAVE A LOWER TARGET AGE THAN AMERICAN APPAREL AND THE KOOPLES
HOWEVER HITTING A HIGHER CLASSED MARKET THAN TOPSHOP.
THE AVERAGE PRICE FOR A JACKET AT ANDROGYNY IS BETWEEN £70 AND £100 WHICH IS A CHEAPER PRICE
THAN BOTH AMERICAN APPAREL AND THE KOOPLES WITH A SIMILAR PRICING STRATEGY AS TOPSHOP,
HOWEVER THE ANDROGYNY BRAND WILL BE GIVING CUSTOMERS A BETTER QUALITY PRODUCT THAN
TOPSHOP.
ANDROGYNY IS GROWING DAY BY DAY WITH HELP FROM THE TRUSTY MEDIA; FIND ANDROGYNY ON THE
PAGES OF FASHION BIBLES VOGUE, ELLE AND HARPERS BAZAAR, ALONG WITH OTHER WEEKLY FASHION
BASED MEDIA SUCH AS LOOK MAGAZINE, GLAMOUR AND MORE, THIS IS TO ENSURE ANDROGYNY IS
PROMOTED TO A WIDE VARIETY OF CONSUMERS. THE ANDROGYNY PR TEAM WILL WORK TIRELESSLY TO
ENSURE THE ANDROGYNY KEY PIECES FEATURE IN STILL LIFE SPREADS THROUGHOUT THE BOARD
SEASON AFTER SEASON, ALONG WITH REGULAR EDITORIALS FEATURING ANDROGYNY PIECES STYLED AND
PHOTOGRAPHED BY SOME WORLD RENOWNED STYLISTS AND PHOTOGRAPHERS.
THE ANDROGYNY ADVERTISING CAMPAIGNS WILL FEATURE REGULARLY IN ALL OF THE ABOVE MEDIA ALONG
WITH ALTERNATIVE FASHION AND LIFESTYLE MAGAZINES I-D AND DAZED AND CONFUSED TO ATTRACT OUR
ALTERNATIVE CONSUMER. THESE ADVERTISING CAMPAIGNS WILL FEATURE HEAVILY THROUGHOUT ALL
ANDROGYNY STORES ONCE THE ANDROGYNY BRAND IS LAUNCHED IN SEPTEMBER 2012, ONCE THE LAUNCH
IS SUCCESSFULLY EXECUTED, THE FOLLOWING ADVERTISING CAMPAIGNS WILL FEATURE THROUGHOUT
LONDON TO ATTRACT MORE OF OUR CONSUMERS TO OUR FLAGSHIP STORE ON OXFORD STREET. OUR SUB
FLAGSHIP STORE IS LOCATED IN LEEDS, WEST YORKSHIRE, WHICH WILL OPEN SHORTLY AFTER THE LONDON
BASED ANDROGYNY STORE TO TRULY ENHANCE OUR WEST YORKSHIRE ROOTS; FOLLOWING THE LEEDS
STORE OPENING THE FOLLOWING ADVERTISING CAMPAIGNS WILL
FEATURE HEAVILY ACROSS THE CITY TO GAIN MAXIMUM
CONSUMER LEVERAGE.
DUE TO THE ANDROGYNY CONSUMER COMING UNDER THE 18-25 AGE BRACKETS IT IS FELT THAT A HIGH
PROPORTION OF OUR ADVERTISING IS DONE VIA DIGITAL PORTALS, VIA FACEBOOK, TWITTER, WEBSITES,
AND BLOGS; ALL OF WHICH ARE CURRENTLY UP AND RUNNING TO SPREAD THE ANDROGYNY MESSAGE.
OUR FACEBOOK AND TWITTER PAGES WILL PROMOTE NEW LINES TO THE ANDROGYNY RANGE ALONG WITH
ANDROGYNY NEWS AND EVENTS. THE WEBSITE WILL PROVIDE A COMPLETELY NEW TARGET CONSUMER FOR
ANDROGYNY, GIVING OUR CONSUMERS THE OPTION TO SHOP FROM THE COMFORT OF THEIR OWN HOME.
THE BLOG WILL BE USED TO DOCUMENT THE ANDROGYNY IN HOUSE ACTIVITIES, NEWS FROM THE DESIGN
STUDIO, ALONG WITH DISCOUNT PROMOTIONS FOR BLOG FOLLOWERS ONLY.
FA C E B O O K - A N D R O G Y N Y LT D
TWITTER-
@ A N D R O G Y N Y LT D
WEBSITE-
W W W. A N D R O G Y N Y. C O . U K
BLOG-
W W W. A N D R O G Y N Y. B L O G S P O T. C O M
ANDROGYNY ARE PROUD TO PRESENT OUR CAREFULLY
SOURCED AND HAND-PICKED CELEBRITY
ENDORSEMENT, AGYNESS DEYN.
AGYNESS DEYN IS AT THE TOP OF THE FASHION STAKES
SO ANDROGYNY ARE EXTREMELY HONOURED TO
HAVE AGYNESS DEYN TO REPRESENT US; AGY TRULY
REPRESENTS THE ANDROGYNY CONSUMER, WITH HER
QUIRKY LOOK, SHE IS FEMININE WITH A MASCULINE
TOUCH, CONFIDENT, EXPERIMENTAL AND INDIVIDUAL
ALL OF WHICH DESCRIBE THE PERSONALITY OF
ANDROGYNY ITSELF. DEYN IS A HIGHLY TRUSTWORTHY
CELEBRITY WITH AN EXCELLENT REPUTATION IN THE
FASHION CROWD WHOSE EXPERTISE SPAN FROM BOTH
FASHION TO MUSIC, TWO KEY THINGS TO THE
ANDROGYNY BRAND AND OF COURSE, DEYN IS INSATIABLY BEAUTIFUL, THE PERFECT FACE FOR ANDROGYNY.