DAMIR DOMA

History of Fashion - Prof. Jean-Marc Chauve

Team: Arthur Chiu, Noriko Osawa, Luiz Guilherme Rodrigues,
Jordan Sellers, Yimeng Zhang
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Lesigner Eackground
Damir Doma
- Eorn in Croa!ia in 1981.
- Grew up in !he Eavarian par! o! Germany
where his mo!her owned a clo!hing a!elier.
- S!udied !ashion design a! ESlL in
lunich and Eerlin.
- Gradua!ed in Z004 wi!h magna cum laude
honors !or bes! collec!ion.
- /!!er gradua!ion, moved !o /n!werp,
Eelgium where he !rained wi!h Lirk
Schnberger and Ha! Simons.
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2006
2007
2009
Menswear SS08
Erand lis!ory
- Firs! collec!ion bearing Lamir Loma's name
was launched, a!!er !he designer par!nered
wi!h Swiss ven!ure !rm Paper Hain.
- Lebu!ed in Paris Fashion week wi!h his
SpringJSummer Z008 lenswear collec!ion.
- Firs! Lamir Loma s!ore opened in Paris in a
hidden s!ree! in !he larais dis!ric!.
- Firs! !ragrance was launched in
collabora!ion wi!h New ork based !rm
Six!h Scen!s Per!umes.
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Erand lis!ory
- Launch o! an eyewear collec!ion in
collabora!ion wi!h Eerlin-based lyki!a.
- 1he brand's !hree-level !agship s!ore
opens a! 64 Hue Faubourg Sain!-lonor.
2010
2011
- 1he !rs! women's pr!-a-por!er collec!ion
was showed in Paris Fashion Week.
- Launch o! a dinusion line, SlLEN1 by
Lamir Loma.
- Eecomes an omcial member o! !he
Chambre Syndicale de la lode lasculine.
2012
Flagship store
Pre-Fall 2011 Summer 2012 Summer 2014
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Erand lden!i!y
- Eegan in menswear be!ore branching in!o women's. /s a
resul!, !here is a s!rong essence o! !ailoring in his
designs.
- For menswear he's o!!en be credi!ed (or accusedl) o!
ini!ia!ing a sec! o! dark !ollowers. lndeed his aus!ere,
monk-robe chic ideas !or men come mainly in black.
- luch layered, loose-aes!he!ic based by piling piece on
piece.
- Lrban monk. lermi!. Nomad.
- Key pieces. Lrop-cro!ch shor!s, minimalis! acke!s and
plea!ed garmen!s.
Menswear
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Erand lden!i!y
Spring 2013
- Lamir Loma's !avori!e kind o! woman looks !ragile,
bu! ac!s s!rong.
- S!reamlined and sinuous.
- Sub!le and sensible !ailoring.
- S!rong s!udy on layering. acke!s, !oa!y !ops, slouchy
shor!s and blazer over dresses are some o! !he ideas
!ha! he likes !o play wi!h.
- linimal aes!he!ic. clean, unclu!!ered silhoue!!e.
- /us!ere abou! color. Elack, whi!e and gray, long, loose
and o!!en layered.
- /sce!ic, almos! religious !orm o! indulgence.
Womenswear
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Erand lden!i!y
Spring 2011
Erand lden!i!y
- Long dresses in ersey and silk crepe shir!s wi!h asymme!rical panels round ou! !hrough !he
collec!ions.
- Wide !oor-leng!h !rousers !ha! si! high on !he wais! and worn wi!h elonga!ed men's s!yle shir!s.
- Pieces !ha! look and !eel so!!.
Womenswear
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- 1he "casual" collec!ion
Casual = more sub!le, relaxed
Casual = younger, less !ormal
- Wardrobe essen!ials
Eackpacks
1ee shir!s
Shor!s

"New Arman" -Lr. Conce!!a Lanciaux (global head o! s!ra!egy a! LVll)
"1he new eli!e o! luxury designer" -WWL
Bloggers describe his style in different ways...

"The thrd generaton of Avant garde"
"lis design is not avant-grade, no! eccen!ric bu! unique."
"When you wear !he clo!hes, gen!ly calm bu! obviously dineren! a!mosphere comes ou!.
Con!rary !o !he appearance, i! can be worn ligh!ly unexpec!edly."
DAMIR DOMA knows customers...

"le knows !ha! women are no! sa!is!ed wi!h provided ensemble."
(Z01Z SS collec!ion) -Vogue
l was immedia!ely s!ruck by Lamir's capabili!y !o crea!e a dinerence in !erms o! look and
!ha!'s wha! l believe people are looking !or."
- Eernd Eee!z (Chairman o! !he board J !ormer presiden! o! Chris!ian Lior)
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Hepu!a!ion
77,318
los! popular ci!y. Seoul, Sou!h Korea
(where Znd s!ore is planned !o be opened)

los! popular age group 18-34 years old
as of 4 December 2013
40%
60%
60 in /sia
"l am a big !an o! !he LS,
so /merica is cer!ainly !ha! is some!hing !ha!'s
on our radar screen"
- Eernd Eee!z (Chairman o! !he board )
9 million ELH in sales
Equally dis!ribu!ed across !he brand's men's, women's, Silen!
(second line), wi!h !he women's line showing !he !as!es! ra!e
o! accelera!ion
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Cus!omer
Where s the brand stocked?

- nly 1 bou!ique bu! is s!ocked by many concep! s!ores
and mul!i-brand bou!iques globally (e.g. Le Eon larch in
Paris, Lover S!ree! larke! in London, Lane Craw!ord in
long Kong)

How many stores?

- nly 1 bou!ique in !he world a! Paris 64 Hue du Faubourg
Sain!-lonor (opened us! over a year ago)
- Slowly expanding. planning !o open a second s!ore in
Sou!h Korea
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S!ore Lis!ribu!ion
-OnIne retaIers?
- las a e-shop on omcial websi!e onering limi!ed pieces
- LN-CC, L'eclaireur, Luisaviaroma, 1heCorner, Ssense, lypebeas!
and mos! o!her maor online re!ailers
-
-How s busness dong?
- Paper Hain. paren! company o! label
- Close !o 9-million euro sales (EoF Sep, Z013)

- "Paris, a ci!y wi!h a !ashion ecosys!em no! !radi!ionally
known !or suppor!ing young designers, Loma s!ands
almos! alone as a young designer building a success!ul
business wi!hou! !he backing o! a maor luxury group"
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Firm pera!ions
1hank youl