Iris Case Studies Creating Carbon-Fibre Couture With Felder Felder: A BMW Case Study

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	Creating Carbon-Fibre Couture With Felder Felder: A BMW Case Study Iris

Creating Carbon-Fibre Couture With Felder Felder: A BMW Case Study

Iris

Technology Category	Sensors - Autonomous Driving Sensors
Applicable Industries	Apparel Automotive
Applicable Functions	Sales & Marketing
Use Cases	Smart Parking Vehicle-to-Infrastructure
Challenge	BMW, a renowned automobile manufacturer, was looking to enhance its lifestyle credentials and appeal more to women. The company wanted to capitalize on current cultural trends and create intriguing lifestyle content to make the brand more approachable and desirable to both media and consumers. The challenge was to find a unique and innovative way to achieve this goal, while also showcasing the diverse range of cars in the BMW fleet, from the glamorous BMW 2 Series Convertible to the sustainable supercar, the BMW i8. Read More
About Customer	The customer in this case study is BMW, a globally recognized automobile manufacturer known for its luxury vehicles. BMW has a diverse range of cars in its fleet, from convertibles to sustainable supercars. The company was looking to build on its lifestyle credentials and appeal more to women. BMW wanted to capitalize on current cultural trends and create intriguing lifestyle content to make the brand more approachable and desirable to both media and consumers. To achieve this, BMW sought an innovative solution that would not only enhance its brand image but also showcase its commitment to sustainability. Read More
Solution	To address this challenge, BMW partnered with iris, a global marketing agency, and eco-fashion duo Felder Felder. The innovative solution involved using the lightweight carbon fibre material used in BMW i vehicles to create a couture dress. This dress was made out of leftover car parts, making a dramatic statement about how car companies might use their waste materials in the future. The German twins, Felder Felder, used this material to create soft fur-like fabric, tassels, and rigid skirt structures for their up-cycled catwalk collection in London Fashion Week September 2016. The innovative centerpiece of the collection, the “Carbon Dress”, generated significant buzz in the fashion industry. Read More Log in to view content
Contents

Technology Category

Sensors - Autonomous Driving Sensors

Applicable Industries

Apparel

Automotive

Applicable Functions

Sales & Marketing

Use Cases

Smart Parking

Vehicle-to-Infrastructure

Challenge

BMW, a renowned automobile manufacturer, was looking to enhance its lifestyle credentials and appeal more to women. The company wanted to capitalize on current cultural trends and create intriguing lifestyle content to make the brand more approachable and desirable to both media and consumers. The challenge was to find a unique and innovative way to achieve this goal, while also showcasing the diverse range of cars in the BMW fleet, from the glamorous BMW 2 Series Convertible to the sustainable supercar, the BMW i8.

About Customer

The customer in this case study is BMW, a globally recognized automobile manufacturer known for its luxury vehicles. BMW has a diverse range of cars in its fleet, from convertibles to sustainable supercars. The company was looking to build on its lifestyle credentials and appeal more to women. BMW wanted to capitalize on current cultural trends and create intriguing lifestyle content to make the brand more approachable and desirable to both media and consumers. To achieve this, BMW sought an innovative solution that would not only enhance its brand image but also showcase its commitment to sustainability.

Solution

To address this challenge, BMW partnered with iris, a global marketing agency, and eco-fashion duo Felder Felder. The innovative solution involved using the lightweight carbon fibre material used in BMW i vehicles to create a couture dress. This dress was made out of leftover car parts, making a dramatic statement about how car companies might use their waste materials in the future. The German twins, Felder Felder, used this material to create soft fur-like fabric, tassels, and rigid skirt structures for their up-cycled catwalk collection in London Fashion Week September 2016. The innovative centerpiece of the collection, the “Carbon Dress”, generated significant buzz in the fashion industry.

Impact #1	The partnership between BMW, iris, and Felder Felder resulted in a unique and innovative solution that not only enhanced BMW's lifestyle credentials but also showcased its commitment to sustainability. The creation of the 'Carbon Dress' out of leftover car parts generated significant buzz in the fashion industry, with coverage on Sky News, BBC, Stylist, Tatler, Telegraph, and Huffington Post. This put a spotlight on the innovation credentials of BMW, making the brand more approachable and desirable to both media and consumers. Furthermore, the project demonstrated a potential future use for waste materials from car companies, highlighting BMW's commitment to sustainability.

Impact #1

The partnership between BMW, iris, and Felder Felder resulted in a unique and innovative solution that not only enhanced BMW's lifestyle credentials but also showcased its commitment to sustainability. The creation of the 'Carbon Dress' out of leftover car parts generated significant buzz in the fashion industry, with coverage on Sky News, BBC, Stylist, Tatler, Telegraph, and Huffington Post. This put a spotlight on the innovation credentials of BMW, making the brand more approachable and desirable to both media and consumers. Furthermore, the project demonstrated a potential future use for waste materials from car companies, highlighting BMW's commitment to sustainability.

Benefit #1	35 pieces of coverage in top tier fashion and lifestyle publications
Benefit #2	54% of the coverage had BMW in the headline
Benefit #3	104 million homes reached across the world with a lead fashion story on Sky International

Benefit #1

35 pieces of coverage in top tier fashion and lifestyle publications

Benefit #2

54% of the coverage had BMW in the headline

Benefit #3

104 million homes reached across the world with a lead fashion story on Sky International

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Overview

Creating Carbon-Fibre Couture With Felder Felder: A BMW Case Study

Operational Impact

Quantitative Benefit