INTRODUCING HENRY AND MR. FRY

Transcription

1 INTRODUCING HENRY AND MR. FRY With our former research in the back of our mind, it is now the time to introduce you to Henry and Mr. Fry; the concept of our brand and the set of values we stand for. We will show you around the base of the story we have to tell and the stories that are yet to be told. You will meet Renee; Henry and Mr. Fry s best friend, and take a look around her bedroom to learn about our target group s habits and needs. It is nice to meet you. We hope you enjoy. H and F.

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3 HI! Henry & Mr. Fry is a project that evolves around the displaying of stories and a love for the old and unique. Via an online shop, our target consumer has the opportunity to sell and buy original, authentic and quirky fashion items that you would normally only find after spending your afternoon at a second hand shop. An online shop that values your special items and understands its history and value. Uniqueness is key. Henry & Mr. Fry is a place for your special finds and a daily fix of inspiration and creative input. We create a platform that feels like entering a friends living room.

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5 WELCOME Written, designed and researched by Sarah Meers. This manual is part of the final assignment for the course: International Fashion & Branding at the Amsterdam Fashion Institute (2011). mr. fry henry

6 Henry and Mr. Fry. They met during a birthday party in Together, they share a love for the old and unique. Their rooms filled with picture frames, once in a while one gets replaced with another. They believe everything has got a story to tell. Our living room is our museum, we are collectors of our own stories, of our own lives. Some people may call this a vision. SIX Henry and Mr. Fry Vision and Mission

7 Henry and Mr. Fry s aim is to make these stories become told. We are living in a mass market, yet what could be more beautiful than inheriting your mother s old hand bag? Being able to see something big in something small. We are treasure-seekers and want to share our search with those around us. bringing them daily exclusives, stories and stuff. Some people may call this a mission. Vision and Mission Henry and Mr. Fry SEVEN

8 DAILY EXCLUSIVES, STORIES AND STUFF THE CONCEPT EXPLAINED Henry & Mr. Fry is a project that evolves around the displaying of stories and a love for the old and unique. Via an online shop, our target consumer has the opportunity to sell and buy original, authentic and quirky fashion items that you would normally only find after spending your afternoon in a second hand shop. A shop that values your special items and understands its history and value. A search for products from forgotten times and bringing them back the to present. Everything deserves a second chance. Uniqueness is key. Henry & Mr. Fry is a place for your special finds and a daily fix of inspiration and creative input. We create a platform that feels like entering a friends living room. teeny, tiny bow shaped necklace that makes one feel a bit less grown up.

9 Central VaLue We are lovers of the past The past has stories to tell. We travel to places, both real and imagined. All that we own is who we are. We are collectors functional VALUE Or treasure-seekers as we like to call it. A scrabbled piece of paper on street is magic. Everything deserves a second chance. We are curious emotional value Looking beyond the obvious; Learning from others, whether starters or pro. Being able to look at something small and see something big. We are eclectic We dance through life, taking up everything around us, transforming our identity daily. We are inspired Looking around from a wide perspective. Taking joy from inventions, progress, failure and mistakes. Daily Exclusives, Stories and Stuff Henry and Mr. Fry NINE

10 SHOW ME YOUR CLOSET We are a collaboration brand and all we have to offer comes straight from someone s wooden closet; unique and fashionable items you would not easily stumble upon elsewhere. Once every three months a new collection will be offered, bringing with it a new range of stories revealed. With a total of 180 pieces every season, our collection is humble, yet with pride, making sure every item receives the attention it deserves. The closet treasures shape the core of the collection: 20 special pieces, each owning something unique, yet all having something in common, making them shape the core of that season. no matter how often worn, this hat will never loose it s quirky shine.

11 TELL ME YOUR STORIES Your teacher s old leather book bag, the glasses you wore in your teens, or that dress you bought two sizes too big. Take a look inside your closet and discover the stories it has to unveil; a reference to the past through every single garment. Via our brand we let these stories become told and bring those from others to your home, providing your favourites the attention they deserve and making sure they end up in the best suitable new home. Treat your closet like a treasure and share it with those around you. stripet bow. breton addict and ProUd of it. shiny leather bag with secret pockets that would be perfect for Fitting a caserole.

12 CLOSET TREASURE #8 Meet Laura. After years of joy she is finally saying goodbye to her high school sweet heart. Via Henry and Mr. Fry, she has the opportunity to make sure it ends up in a good new home. Ever since moving out, I have gotten rid of 90% of my clothes, yet something about this 80 s kitch skirt just wouldn t let go. My waist has gone too bright and my daughter was not interested in wearing it for the carnaval, thus I am looking for someone who likes going back to the golden age of dance, has size 38, and does not mind a glittery shine or two. It never seems to fade no matter how often washed. Makes little sounds when worn throughout a dance. - Laura never seems to fade not MaTter how often washed makes little sounds when worn ThroughOUt a dance TWELVE Henry and Mr. Fry Closet Treasures

13 after been searching for the perfect glasses, i found these laying on a bench Next to the swim- Ming PoOl. once my mom s favourite is mine for quite some time now. quirky purple hat that looks like it came straight from the 50 s. perfectly shaped bag that has just enough room to fit all your essentials. found at the garbage. Closet Treasures Henry and Mr. Fry THIRTEEN

14 MEET RENEE! Henry and Mr. Fry have a very close and personal relationship with its target group consisting of the young, quirky and curious individuals who have not lost the ability to lose their imagination and own a curious set of mind. On the following page, you can meet Renee: an impersonation of our target group and a representation of the values we stand for. hi! Introducing Henry and Mr. Fry Henry and Mr. Fry NINE FOURTEEN Henry and Mr. Fry Meet René

15 In my closet Authentic and quirky without being flamboyant is how I would describe my fashion style. I combine different styles and time eras. I gather one item after another, piece by piece, until someday - yet hopefully not too soon - I will end up owning my personal perfect wardrobe. On my desk I own the most comfortable chairs in the world which is a great thing considering my desk is besides my bed, probably the place I spend most of my time. Whether it is working, eating or simply doodling the day away, this is the place your are most likely to find me at night or day. In my bookcase Stacks of magazines - ranging from Amelia s to small zines I order from Etsy - function as a little table behind my bed. On top, a collection of writings I cut out, plus own thoughts and scribbles; all written with a pencil or my favourite black pen. where can we find rené online? I m always on the look for new inspiration and creative input, strolling through my favourite sites that guide me to the latest and best finds online. Besides, I belong to the many who spends too much time scrolling through social medi sites. In my kitchen cabinet Although I do not cook for myself everyday, I take most pleasure in creating fun meals such as scones with cream or overfilled sandwiches which I place on one of my mix and matching range of cups and plates to sit down and fully enjoy the moment of the day passing by. Meet René Henry and Mr. Fry FIFTEEN

16 BIBLIOGRAPHY We mix and mingle styles. Combining the least ordinary. Below, an overview of artists and imagery used in this book. From far away we want to thank them. Get inspired. All sources last retrieved on May 28, Fig.1 Fig.2 Fig.3 Fig.4 Little Doodles. 2011, Christmas Cards [image]. From: blogspot.com/2009/11/christmascards.html. Andersson, A. 2011, Ana Uggllor i mossen [image]. Ana ugglor i mossen From: andrea-andersson/. Author unknown, De Franse president Nicholas Sarkozy en zijn tweede vrouw Carla Bruni [image], Mr. Motley, nr. 18. pp.9. Lazenby, M. 2011, M27 [image]. From: co.uk/index.php?/2010/2011/. Fig.5 Fig.6 Fig.7 Fig.8 Etsy, Macintosh SE 30 [image]. From: Little Doodles. 2011, Pencils [image]. From: Hermans, H. 2011, Janne 2 [image]. From: hannahermans# /. Shra, J. 2011, Tour Flyer 2011 [image]. From: com/schradinova. FOURTEEN Henry and Mr. Fry Bibliography

17 Fig.9 De Kleine Komedie. 2011, Janne zonder Jurk [image]. From: Fig.10 Black: Net-A-Porter. 2011, Albertus Swanepoel [image]. Black: Little Doodles. 2011, Christmas Cards [image]. From: christmas-cards.html. Fig.11 Colour: Leather Bag Stores. 2011, Leather-Bag [image]. From: com/2011/04/24/leather-bag/. Black Little Doodles. 2011, Biscuit Needs Bird [image]. From: lukedtl.blogspot.com/2010/12/ birds-and-fashion-awesome-graphicmix.html. Fig.12 Lazenby, M. 2008, Centredness: Collage [image]. From: php?/2010/2011/. Fig.13 Fig.14 Fig.15 Fig.16 Lazenby, M , The Invention of Solitude: Collage [image]. From: mlazenby/post/?offset=125&. Colour: Little Doodles. 2009, Learning to Love Yellow [image]. From: com/2009/12/learning-to-love-yellow. html. Black: Because Modern Clothes are Stupid. 2010, Purtyfulness, and a Brief History of the Parasol [image]. From: com/2010/07/pur Colour: ASOS. 2011, Vintage-look glasses [image]. From: asos.com/ Asos/Asos-Corner-Detail- Vintage-Sunglasses/Prod/pg Black: Little Doodles. 2011, Wipe the Dew of your Spectacles[image]. From: Colour: Capellino, A. 2010, Lindsay Pearson [image]. From: Black: Found doodle. Source unknown. Fig.17 Fig.18 Fig.19 Fig.20 The Selby. 2011, Celestine and Harry [image]. From: com/10_09_08_celestine_harry/index.html. Little Doodles. 2011, Curtain Twitcher [image]. From: The Selby. 2011, Mark Righo and Mark Wagner in London [image]. From: com/4_7_09_mark_marco_london/ pages/image4.html. The Selby. 2011, Celestine [image]. From: com/10_09_08_celestine_harry/ index.html. Bibliography Henry and Mr. Fry SEVENTEEN

18 EIGHTEEN Henry and Mr. Fry Goodbye! GOODBYE!