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NEU NEW NEU NEW NEW URBAN LIFESTYLE CELEBRATING LIFE STATEMENT OF STYLE LIGHTNESS OF BEING FASHION STORIES MAWA hangers: new store concepts INTRODUCTION MAWA FASHION and BIRD VERSION ENGLISH

MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

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Page 1: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

NEU NEW

MAWA GmbHHohenwarter Straße 100D-85276 Pfaffenhofen/IlmGermany

Phone +49 (0) 8441 800 - 0Fax +49 (0) 8441 764 -21

E-Mail [email protected] www.mawa.de

FSC™MAWA Holzbügel bestehen ausschließlich aus nachhaltigem, kontrolliertem forstwirt-schaftlichem Anbau und sind FSC zertifi -ziert. Diese Bewirtschaftung der Wälder wird auch den zukünftigen Generationen eine Lebensgrundlage geben.

FSCTM

MAWA wooden coat hangers come

exclusively from sustainable, controlled

forestry and are FSC certifi ed. This kind

of forestry will also contribute to the

future generations’ basis

of life.

Made inGermany

ECO friendly MAWA Produkte werden nach strengen ökologischen Gesichtspunkten hergestellt. Mit unserer nachhaltigen Produktion leisten wir einen Beitrag zum Schutz der Natur und unserer Umwelt.

ECO friendly MAWA hangers are produced according

to strictly ecological viewpoints. This is

our contribution to sustainability for the

protection of nature and environment.

Made in GermanyIn MAWA Produkten stecken jahrzehnte-lange Entwicklungsarbeiten und zahlreiche patentierte Innovationen. Auf MAWA Quali-tät können Sie sich jederzeit verlassen.

Made in Germany MAWA hangers are the result of decades

of development work and numerously

patented innovations. You may rely on

MAWA quality at any time.

SKIN friendlyIhrer Haut und Ihrer Gesundheit zuliebe. MAWA Produkte sind frei von Giftstoffen und gesundheitsschädlichen Substanzen wie Schwermetalle, Formaldehyd und Phthalate.

SKIN friendly For the sake of your skin and your health.

MAWA hangers are free from toxins and

harmful substances like heavy metals,

formaldehyde and phthalate softeners.

MAWA – Qualität und VerantwortungMAWA – quality and responsibility

NEU NEW

NEW URBAN LIFESTYLECELEBRATING LIFESTATEMENT OF STYLELIGHTNESS OF BEING

FASHION STORIES

MAWA hangers: new store concepts

INTRODUCTIONMAWA FASHION and BIRD

VERSION ENGLISH

Page 2: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

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Preface

Content

A hanger as brand experience? Of course. Because everything revolves around this moment, when the customer experiences the brand directly at the point of sale. It is the moment when he holds a hanger with the product of the brand in his hands and makes a decision.

It is this moment that counts. In this compendium we have collected all information and news of MAWA from recent months on the importance of the hanger in modern store design.

We appreciate your interest.

n The function of the hanger in store design ����������������������������������������������������03

n A brand is always a reflection of the spirit of the time ���������������������������������05

n The zeitgeist in trend ��������������������������������������������������������������������������������������06

n The new MAWA FASHION product series �������������������������������������������������������08

n New ways in store design ������������������������������������������������������������������������������11

Good store design tells the story of a brand, presents its values and uniqueness. For the success of this story, continuity in the brand presentation is crucial. This be-gins at the doorstep and follows then the pathway concept to the first physical cont-act with the goods.

The hanger has two functions here. On the one hand, it has to present the goods in a way that they always appear in the best

light and underline the individuality of the brand. On the other hand, the customer should have a good feeling when he takes the goods with the hanger in his hands to look at them.

MAWA FASHION aims to fulfill these tasks with usual excellence and has taken up the current trends, identified by the German fashion institute: from the simple virtue of naturalness to pure, essential simplicity

to discreet elegance. Crucial is the almost immaterial ease, which can only be achie-ved by highly complex production proces-ses. The new collection MAWA FASHION responds to these trends in shape, color, material and design.

The function of the hanger in store design

Page 3: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

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Good store design tells the story of a brand. The story of a brand is not only the history of its origin and uniqueness but also a sto-ry of the zeitgeist. Fashion brands anticipate this contemporary spirit and interpret current trends not only in their collections but also in their store design. This consistency and harmony down to the smallest detail strengthen the trust of the customers and turn them into genuine fans.

In store design the interpretation of the zeitgeist ranges from furnishing to product presentation. In numerous talks with spe-cialists and fashion experts, and following our analysis of recent studies such as the DMI trend letter, MAWA has identified four trends for product presentation:

A brand is always a reflection of the spirit of the time

LIGHTNESS OF BEING stands for brightness, lightness

and ultra-fine processing.

STATEMENT OF STYLE a timeless style – classic,

elegant and subtle.

NEW URBAN LIFESTYLE values an „organic“ lifestyle,

naturalness, roughness and rawness.

CELEBRATING LIFE celebrates plush and comfort,

is soft and cuddly.

These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used. Just like the clothing materials for fashion, the basic material of the hangers plays an important role in the sen-sory and emotional experience with the brand. Whether wood

or metal, lacquer or coating, soft or cool – the right coat hanger supports the perception of the brand world in the haptic dimen-sion, when the customer takes the coveted piece of clothing in his hand and is seduced by the coherence of the staging.

Page 4: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

6 7

New Urban Lifestyledrawn by breaks, combines old and new, acts oblique but authentic, is generous and at the same time de-tailed. Individuality is reflected in shapes and colors. Fashion and han-gers become collector‘s items.

New Urban Lifestyle im Kameha Grand Hotel Bonn (Quelle: www�kamehabonn�de)

Statement of Styleaccentuates the silhouette, – clas-sic, sporty elegant, reduced to the essentials. Clear colors, unobtrusive materials and classic shapes en-sure the right fit for every piece of clothing. Styleicons such as Audrey Hepburn and Jackie Kennedy would have opted for this hip, gripping, timeless hanger.

The influential Pantone Color Institute has determined the color of 2017: Greenery. The light, almost yellowish green represents a trend that calls for spring, a new beginning in harmony with nature, for innovations that are also sustainable, for passion and authenticity.

Greenery is not just a color, but also the expression of a lifestyle, an expression of needs. The MAWA brand meets the needs of consumers as well as business customers for sustainability and responsible management of nature as we produce environmen-tally friendly and are entitled to the ECOfriendly seal of quality.

Lifestyles MAWA FASHION

Regarding the communication of brand messages for the fashion POS we developped a whole new product range: MAWA FASHION. Through specific shapes and colors store designers now have a wide range of ways to express brand identity that are in line with trends. The basis is built of four lifestyles that MAWA has defined:

The zeitgeist in trend

Lightness of Being,smells like summer. Light and play-ful lies this hanger in your hand. The wide angles and bright colors stand for openness and an uncomplicated lifestyle. A charming companion in all seasons.

Lightness of Being: Mélia Hotel Düsseldorf (Quelle: www�melia�com)

Celebrating Lifeserves the need for quality, luxurious with understatement, by no means dull – very British. This is not only evident in the colors of its hanger line, but also feels very expressive in its hanger form: Solid and stable but also cuddly, soft in the curves on the collar and the supple shoulders.

Celebrating Life im Hotel Jacob in Hamburg (Quelle: www�hotel-jacob�de)

Statement of Style im Hotel Dolce Munich (Quelle: www�dolcemunich�com)

Page 5: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

8 9

All bands aren´t the same. Each brand stands for its own lifestyle, for its own world, which is expressed in the trend of the time. After intensive analyses, expert discussions and conversations with our designers, we have defined four current living environments.

The four new MAWA FASHION series have emerged from this – Fineline, Shape, Contour and Curve.

The new MAWA FASHION product series

The series Fineline has emerged from the Lightness of being, a light

hanger in bright colors.

The Statement of Style accentuates the silhouette, which is why we called this series Contour�

Shape is the name of our line that stands for the New Urban Lifestyle,

authentic and with attention to detail.

We translated Celebrating Life into Curve with a color spectrum

of warm dark to light pastel colors.

Page 6: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

10 11

One Vision, two materials

Harm Hinrichs lives and works in Hamburg and is a well-known and internationally awarded designer from Germany. He held several lectureships, amongst others at the HfbK in Hamburg and is co-founder of the course Visual Merchandi-sing Design at the JAK Academy.

With the coat hanger series BIRD, Harm Hinrichs designed the first coat hanger series that uses a unified form language for two different materials. With this he created a design bridge between the materials wood and metal.

MAWA BIRD – designed by Harm Hinrichs

Numerous Design-Awards amongst others: Mia Seeger Preis

Teaching assignments amongst others: HfbK Hamburg, JAK Akademie Hamburg

The first clothes hanger series made of wood and metal

BIRD – another innovation, developed by the founder and former head of the Visual Merchandising Design course of the Aca-demy JAK, Harm Hinrichs.

For the first time we bring plywood into play. Store designers know plywood from furniture and shop constructions. Harm Hinrichs uses the excellent qualities of plywood for hangers. Plywood is stronger than solid wood and can be pressed into round shapes. The characteristic kink of a narrow frame with a collar shape is desi-

gned as a soft bend with BIRD. Thus he reminds a little of wings, the lightness and freedom of a bird.

Designed as a product family, the hangers are also available in round steel. The con-tour remains the same. This approach is new and on one hand enables the right functional solution in the presentation of the goods – each piece of clothing sits or hangs perfectly – but on the other hand, the material can also be tailored to the specific look of the brand in the shop.

For Store Designers and Visual Merchan-disers, the combination of form and ma-terial results in a wide range of associa-tions and approaches in interpretation. With the BIRD series, Mawa is introducing for the first time a wide range of a new, surprising combination diversity on the clothes rail and in the customer‘s field of vision.

MAWA BIRD B-Form

MAWA BIRD E-Form

MAWA BIRD B-Form light

MAWA BIRD E-Form light

New ways in store design

Page 7: MAWA FASHION and BIRD INTRODUCTION · These four trends have been interpreted by MAWA for hangers in terms of form, color and function – and also with regard to the material used

MAWA GmbHHohenwarter Straße 100D-85276 Pfaffenhofen/IlmGermany

Phone +49 (0) 8441 800 - 0Fax +49 (0) 8441 764 -21

E-Mail [email protected] www.mawa.de

Made inGermany