Detox From Fast Fashion

Born in the heart of Stockholm, the high-end fashion label, Acne Studios was co-founded by Jonny Johansson, in 1996. ‘The multi-disciplinary fashion house was founded as a culmination of Johansson’s interests in photography, art, architecture and contemporary culture.’ (End Clothing, 2023). Johansson describes the highly cultivated brand as  ‘Maximalist Minimalism.’ Acne Studios features signature collections that incorporate eclectic use of materials, colour palettes, custom-developed fabrications and juxtaposing elements, across both Men’s and Women’s wear, footwear, and accessories. The brand name ACNE was created as an acronym for ‘Ambition To Create Novel Expressions.’ (L’Officiel, 2023).

Acne’s target audience comprises individuals of all genders between the ages of 20-45 years. Due to the prestige price, Acne targets customers with higher income, usually in an upper social class. (Kotryna Adomaityé, 2020). Consumers who share a deep understanding and love for multi-disciplinary fashion, working in a like-minded field. Thus earning an annual income upwards of $150,000, residing in the urban city. Acne Studios provides 60 bricks and mortar stores across large cities and is easily accessible to metropolis residents, who are looking to invest in long-term pieces with their disposable income. 

The intangible elements of Acne Studios are their originality, integrity and creativity. (Bodhi Branding Development, 2017). The brand’s fashion philosophy is to promote ‘individuality’ by making functional clothing that easily fits into a customer’s existing wardrobe. (Show Studio, 2015). Acne is committed to sustainability in three key areas: production, suppliers and operations. The brand’s creative manifesto represents its core values by producing lasting staples crafted from sustainable materials. The tangible elements are evident in Acne’s logo illustration of a large building in the centre of a circular shape with ‘ACNE STUDIOS STOCKHOLM’ written inside the circle. The building symbolises the brand’s head office located in Sweden.’ (Bodhi Branding Development, 2017). Another key tangible element was Johansson’s intention to produce memorable pink packaging, creating a powerful brand association that embodies uniqueness. 

In the expansion of its consumer base, Acne Studios has utilised brand collaborations reaching new heights. The 2019 friendship collaboration between Mulberry and Acne Studios consisted of handbags and small leather goods. A successful marriage of Mulberry’s eccentric English charm and Acne’s unconventional Swedish style, (Elle, 2019). Another advantageous marketing method was seen in the 2023 campaign starring the highly influential Kyle Jenner. This unisex capsule was inspired by raw oversized silhouettes and denim essentials complete with a distressed penicillin wash. (Vogue, Scandinavia, 2023). Acne Studios has victoriously established a cohesive brand identity by consistently producing high-end products that justify its premium price point through various marketing strategies. (Kotryna Adomaityé, 2020). 

References:

ACNE STUDIOS (n.d.) Acne Studios – Store Locations – Find an Acne Studios store near you, Acne Studios, https://www.acnestudios.com/au/en/stores.

Acne Studios (n.d.) Sustainability, Acne Studios, https://www.acnestudios.com/nl/en/company/sustainability/#:~:text=Acne%20Studios%20mission%20is%20to, accessed 2 March 2024.

Acne Studios | SHOWstudio (n.d.) http://www.showstudio.com, https://www.showstudio.com/contributors/acne-studios#:~:text=Fashion%20Designer&text=Acne%27s%20fashion%20philosophy%20is%20to, accessed 2 March 2024.

Adomaityé K (2020) MARKET REPORT: ACNE STUDIOS, LOEIL, COS, JW ANDERSON by Kotryna Adomaitytė – Issuu, issuu.com, https://issuu.com/kotryna.adm/docs/acne_studios_competitors._market_report_kotryna_ad.

Andrew M (2023) Why is Acne Studios So Expensive? | Top Reasons, Why things expensive, https://whysoexpensive.org/why-is-acne-studios-so-expensive/.

END. Features | BRAND PROFILE: ACNE STUDIOS (2023) END., https://www.endclothing.com/au/features/acne-studios-brand-profile.

Forsberg J (2023) Kylie Jenner stars in Acne Studios’ new dirty denim campaiegn, Vogue Scandinavia, https://www.voguescandinavia.com/articles/kylie-jenner-gets-down-and-dirty-for-acne-studios-new-campaign.

Laurenjuddbranding (2017) Acne Studios Internal Analysis, Bodhi Branding Development, https://laurenjuddbranding.wordpress.com/2017/02/09/internal-analysis/.

Penrose N (2019) Acne Studios and Mulberry Collaborate For a Special Handbag Collection, ELLE, https://www.elle.com/fashion/shopping/a29697316/acne-studios-mulberry-handbag-collection/#, accessed 2 March 2024.

Vertua S (2023) The history of Acne Studio and Jonny Johansson, http://www.lofficielibiza.com, https://www.lofficielibiza.com/fashion/the-history-of-acne-studios-jonny-johansson-designer-scandinavian-fashion.