By Nienke Sinnema and Rose Bertins.

1. Ruben Pawlik is a genderless brand. Selling hand- (1) BRAND IDENTITY
crafted, quality garments, made in Italy.
Brand keys;
Tone of voice; propositional, Topic;
break open constructed values, Niche; New
luxury to designer prices, Gap; commer-
cial brand identity, Tool; Branded story,
Message; Not gender constructions, but
Quality rules fashion preferences, Meet Ruben Pawlik
Primary aim; passionate intimate and
Ruben (1974) is an Antwerp based
interactive relations with the consumer, designer who speaks
Base; proposing new realities and Flemish, French and Italian.
He embraces Burgundy Red, Royal
thereby breaking open gender
Blues and handcrafted quality be-
constructions, Expressive value; cause of his love for royal and
Foregrounding theatrical allure.
He grew up being intrigued by art in
Broad audience / niche market all its facets. Drawn to traditional
art for its weight and aura, modern
art for its reflection on what is
Jacket €1300
happening in society today and
popular culture for the way people
react to these notions.
He is fascinated by the function
of identity and signs in contem-
porary society. He plays with the
boundaries, just to see how far they
stretch.
His big example is Yves Saint
Laurent for his magnetism, his broad
perspective on sex and gender and
his focus on the person.
INTRODUCTION
He is currently inspired by
theories of;
Traditionally the world was divided in masculine and feminine characters;
Judith Butler –
pragmatic vs. emotional, active vs. passive, ratio vs. physical and leader vs. follower.
Postmodern society strongly decodes these binary oppositions. “You as a subject do not create or
cause institutions, discourses and
practices, but they create or cause
Ruben Pawlik proposes a new reality, in which gender constructions no longer rules
you by determining your (…) gender”
fashion expression.
and Malcolm Bernard –
He sparks conversation and co-creation through art. And builds a passionate, intimate,
realtionship with the academic target consumer. “It is not the case that fashion
and clothing simply reflect an
already existing sex and gender
Competitior analysis often show lack of strong brand identity and branded story.
identity, but that they are part of
Ruben Pawlik offers more then genderless fashion. the process by which attitudes to
and images of both men and women are
created and reproduced”.
This plan is divided in seven parts which elaborate on the brand identity (1),
the target consumer (2), the communication objectives (3), budget (4), the message (5),
tools and media (6), and media planning (7).

2. (2)Target Consumer
A broad interactive audience will help spread brand awareness. A niche will buy the product and become an brand ambasador.
Ruben Pawlik targets open minded, and refined, individuals, who consciously think about life. They are aware of binary
oppositions in the construction of modern day society and like to play with this. They shape their new reality with the help
of the arts, literature and fashion, which provides inspiration to endlessly (re)construct their identity.
They have a high level of patience, are highly educated, and enjoy creating long, lasting relationships. At the same time
they truly value their individuality and enjoy celebrating this in hidden details, royal blues and deep tones.
You find them amongst noted artists, journalists, writers, art dealers, professors, (attorneys, physicians, PR specialists,
etc.) People of today, who consciously choose their media input.
They educate and entertain themselves by reading, writing, or engaging in weighty discussions with their peers during social
activities. They are culturally engaged and frequently see art house movies and watch TED conference videos. They read
special intrest magazines, like Metropolis M or X-tra magazine which they pick up during the day, and enjoy spending an
afternoon in the theater cafe drinking coffee while reading a stack of newspapers.
They spend their evenings between work/ family related activities, or conscious relaxation in attempt to
enjoy the scarce evening tranquility.
They are attracted by the inhibition and cultural buzz of the metropolis and like to go on city trips. From time to time,
they rediscover their own city when friends or family come over for a visit.
They are familiar with online shopping and have a regularly visited set of distinctive boutiques. The academics are okay
with paying a premium for name branded clothing to buy into exclusivity and actualization. For them fashion isn’t much about
what is “en VOGUE” but mostly about what they can wear for at least ten years. Quality is never out of style.
(3) Communication objectives
Aim is to become part of the target consumer’s evoked set regarding
genderless fashion. Cognitive objective
-Brand level: To break open current ways of looking at society,
propose new visions, through art. Encouraging the potential consumer
to think in a new, conscious light.
-Product level: To generate awareness of the hand crafted,
genderless fashion collection. Affective objective
-Brand level: For the consumer to formulate a personal vision, on
the construction of gender, and link the new insights to the brand.
-Product level: Drawing the consumer to a close-up level of the
collection, so they can get acquainted with the hidden details of
handcrafted quality, linking this interst with genderless fashion.
Behavioral objective
-Brand level:To create a dialog by facilitating the target consumers
and ambasadors to share their personal vision.
-Product level: The campaign, leading the formulation of a personal
vision, binds consumer and brand to convince him or her to buy a
piece of the collection.

3. (4) Budget

4. (5) The message
Attention:
To reference social constructs, we foreground current visions
on them in art expressions. We thereby invite our consumer to
consciously think about how they view the world around them.
Interest:
Handcrafted quality, a collection which is not led by gender,
The Art scene, Fashionweek, Postmodern society, Gender constructions,
social constructions, conscious living, an internship programme to
celebrate Italian handcraft, Plenty of angles on the brand story to
inspire and encourage consumer and press.
Desire:
With the angles and tone of voice we propose to create renewed
awareness. Which establishes a bond between the consumer and the brand.
The encouragement to form a personal vision on the matter serves the
desire to express this by becoming a brand ambasador. S.M.A.R.T Objectives
Action: 1. Selling 2000 pieces of the collection.
The consumers and ambasadors are invited to read and perhaps write for Average price € 700.
the magazine. To form, share, and express their vision on the website.
they are enticed to visit an art exposition, get triggered by the 2. 500 editors representing different
collection, buy a part or otherwise explore our brand story. For Ruben magazines and online expressions
Pawlik the ultimate honor is for them to take us on and invest time into attending the press event.
responding to the message
3. 100 different media feature an editorial
article about Ruben Pawlik within two
months after the press event.
4. 700 visitors come to view our art
exposition per metropolis.
5. 5,000 free copies of the magazine are
picked up in the art expositions in the
different metropolis
6. 6,000 free copies of the magazine are
picked up in the stores where the
collection is sold.
7. 20,000 website visitors.
8. 10,000 online magazine readers.
9. 2,000 online commenters.
10. 200 online article writers.
11. Break even point withing the first yr.

5. Tools & Media (6)
Seven art expositions of seven Ruben Pawlik
inspired paintings(a), in seven European
metropolis.
A press event and conference(b), at which all
forty nine paintings are shown simultaniously,
generate publicity.
A sponsored magazine(c) available at the
expositions, which redirects readers to website Objectives Art Exposition
and retail stores, further elaborates on the -Breaking open current ways of looking at; binary oppositions in
brand story. society, art and fashion communication through visual representations.
1)Artistic credibility, as this communicative means can only work when
A website(d) at which the consumer finds the the advertising presented as art is accepted as such.
collection, creates an interactive relationship
-Brand awareness
and buys the product.
2)Commercial value. The paintings will be used in and as print ad
campaigns/ free publicity, and represent our brand and collection.
All media link to each other, and the consumer
can connect to each of them individually. Broad audience
3)Fashion aesthetic representation, as the consumer identifies with
the brand aesthetic through the art.
(a) Art Exposition
A collection of 49 Ruben Pawlik inspired
paintings that foreground new realities on the
construction of binary gender oppositions, is
shown in groups of seven
The comminuaction tool references the interest
the target consumer has in art.
The expositions are held in Antwerp, Arnhem,
Berlin, Paris, London, Milan and Stockholm, as
the collecion is sold at local retailers in these
metropolis.
Ruben Pawlik briefs seven up and coming artist to
create a visual translation of the brand story
that serves as a representation of the fashion
aesthetic.
It is important to display different visions on
the gender matter to open the discussion.
Visitors can pick up a limited special edition of
the sponsored magazine at the exposition.

6. Project briefing –
Ruben Pawlik – Proposing new
realities
Ruben Pawlik is a new brand
selling handcrafted,
genderless fashion. Our
primary aim is to create
extensive brand awareness with
our target group.
The brand is based on
proposing new realities and
thereby breaking open
constructed values. A major
branding objective is to
invite our target group to
think about what their
personal vision is
regarding these issues. We
view the world as follows:
In the post modern western
society we have seen a strong
shift of gender roles. Females
have been fighting for the
same rights as males and the
criteria for emotional
maturity have changed. Gender
traits are no longer fixed;
women can be pragmatic and
rational, men can talk about
feelings and inner conflicts.
As these binary
oppositions of gender
There are 3 rules: construction are being decoded
we wonder what this could mean
1. The paintings have to reference the Ruben Pawlik collection. Like art for the way we dress.
and drawings traditionally displayed new fashion styles before photography
was invented.
2. The paintings should show your personal vision on gender and its
role in society. (remember that the aim is to make people more With this in mind we ask 7 up
conscious about how they construct meaning in society) and coming artists from 7 me-
tropolis to create 7 paintings
3. You are asked to attend the grand opening, including conference and on canvas format 50 x 40 cm.
press event in Antwerp. The paintings replace photo-
graphic advertising. The aim
of the exhibitionis to gener-
You are invited to cooperate on a no sell/ no pay basis. Ruben Pawlik generates free publicity, and thereby helps
ate free publicity stimulate
you establish your name in the world of art. Profit from paintings sold after the expositions in entirely funded
to the artist. Paintings are not for sale during the campaign. people to think for themselves
and create new opinions.
For an image of the target group, a broader perspective on the brand identity and collection please consult the
included brand manual.

7. (b) Public Relations Objectives PR
The art expositions represent a new way of fashion advertising, drawing -Media bubble.
back on historical fashion industry traits.
1) The press event will establish a link between
The press event and conference are aimed to start a discussion about the society, the Arts, Fashion, lifestyle,
function of gender notions and to generate free pulicity in the postmodern discourses (their media
magazines our target group reads. representatives), the internet (blogs,
websites) and the brand.
500 editors are invited to a press event and conference held in Antwerp,
the residence of Ruben Pawlik, where, solely for this event, all 49 -Brand awareness
paintings are shown at once.
2)Press is encouraged to form their own
The conference will feature panels discussing the proposed issues to opinion inspired by the panels discussions at
inspire the editors to form their opinion on, and write about, Ruben the conference.
Pawlik. The brand story provides many different angles from which to
approach Ruben Pawlik.
3)It will generate traffic to the art, magazine
The artists will attend the event to elaborate on their inspiration and and website which are all media for the
choices. For them this is an interesting opportunity to connect to a brand to communicate its story.
large and diverse group of press as well as like minded international
talents.
All press will receive a special edition magazine serving as press pack,
including all digital image material.
Showstudio
Adbusters
Monocle
Metropolis M
Volkskrant Magazine
X-tra Magazine
Science of the time
Nico
Glamcult
Little white lies

8. (c) Magazine
A total of 12,000 FREE, bi-annual, special edition magazines is distrib-
uted to seven countries.
Each magazine batch is hand-numbered (1 /1250, 2/ 1250 etc.)
The consumer edition is issued in 6 languages and available at the art
expositions and in Ruben pawlik selling retail stores.
(Leclaireur, Paris. Ennu, Amsterdam. Paul & Friends, Stockholm. Daad,
Milano. Dover Street Market, London. Apartment, Berlin. Louis, Antwerp.)
The press edition is hexa-lingual; 6 languages in inoe magazine. These
are only available during the press event and conference and serves as
press pack.
Next to this an online version magazine as part of our website, will be
available in each of the six languages.
For the content of the magazine Ruben Pawlik refers you to the editorial
formula. The tone of voice will be open, proposing and inviting. Ruben
1,250 Italian
Pawlik will write about the topics that inspire and fascinate him, which
1,250 Swedish
come from society and will primarily evolve around gender issues. The
1,250 German
readers are triggered to give us their opinion and contribute to
1,250 English
subsequent editions, using the website as their medium.
2,000 French
4,000 Dutch (BE/NL)
The follow up bi-annual editions are available online and in limited
1,000 Press editions
hardcopy batches.
12.000 total
Objectives magazine
-Brand awareness
1) With the space to go deeper into the subject, the magazine elaborates
on the brand’s vision and invites the reader to form their own
vision, and display this in a next issue.
2)The special press editions aims to inspire the editors to write about
the brand and provides insight in the many angles to the brand story.
-Consumer involvement
3)Createing a magazine people want to keep because they
attribute value to it.
4)the magazine generates traffic to the art exposition(s),
the website and the retail stores, as all of these different tools
can be the starting point for the relationship between the consumer
and Ruben Pawlik.

9. (d) Website
A no-nonsense approach to the online expression focused on co-creation of functional content and
sales of the collection. Topical articles, conducted by the editorial team, relate to the brand
story and are complemented by work of actively involved consumers.
The website is an essential tool to differentiate from the competition. Since, as stated in the
introduction, competitior analysis shows a lack of strong brand identity and branded story.
The website has three main functions. All aimed at placing fashion within a more profound
sociological discourse.
1. A platform which breathes vision, proposes new realities and tells the complete brand story.
2. The implementation of a social conversation platform, where target consumer comments,
produces and shares content.
3. An online location for sales of the collection.
Consumers enter the website from any of the four media used. (Art, Free publicity, Magazine, and
purchased items in retail stores). All very different worlds, and very different levels of
involvement.
To bridge this gap, the website is divided in five visitor types; watchers, sharers, commenters,
producers and ambassadors.
Each type is linked to a stage. From forming vision to actively expressing it.
Objectives Website
- Form Vision
Watchers can find their world in the visual and textual representations of the brand story. The
paintings and magazine will be featured on the website accompanied by the collection presentation.
- Formulate & share vision
Sharers distribute the Ruben Pawlik content over the Internets. As they usually share through their
own social media, the website is compatible with standard profile applications. For them, another
part of the website with additional sharers-only information is opened.
Commenters comment on any topic, to stimulate them to form and share their vision sections on mul-
tiple topics are opened to research and conrtibute to.
Procucers actively create content. They contribute to both web content, and future editions of the
magazine. A special feature will enable them to give shape to their own vision. They can copy pieces
of the website and alter texts to their liking. And therewith create their own online content. They
can play with visuals and upload personal references to their work.
- Contribute to the brand story
-Buyers of Ruben Pawlik garments are considered the ambassadors of the brand, they represent the
brand’s vision and spread it through worth of mouth.
they are honored and treasured and contribute to the continuation of the brand story by sharing
their purchase on the web.

10. (6) Media planning

11. Communication plan
Ruben Pawlik
By: Nienke Sinnema &
Suze Beeke
May 2009 AMFI Int.
Fashion Branding Yr 2