Raw Demand Final Portfolio

PORT FO LIO

D N A EM D W A R R D A E W M A N D

KATHRYNE BECK DESIRE BROWN

ECONOMIC TRENDS

The economy is currently on the rise. This rise is due to many factors including: low unemployment rate, little in ation, and rising income and wages. Furthermore, the cost of living has changed over the years and consumers are spending more on their living expenses year to year. The average consumer spends a large amount on groceries and going out, and consumers spend even more on housing. Moreover, women tend to spend more on clothing than men do per year. This shift in consumer spending to living expenses has taken a toll on the apparel industry. The apparel industry is on a decline in the business life cycle. One reason is because many clothing companies are closing their brick and mortar stores and creating more online presence. Another reason is because a lot of places such as Sears are not surviving or able to compete with popular competitors. Lastly, apparel companies that aren’t staying up to date with trends and new technologies are losing their consumers and going out of business.

INDUSTRY TRENDS

Even though the industry is on the decline, some new trends are emerging. Sustainability is one of the main trends in the apparel industry because more consumers are interested in knowing more about what they’re wearing, as well as if its a product did not harm the environment. Another trend in the apparel industry is the use of recycled materials to make new fabrics, which is bene cial to the environment. Brands are becoming more conscious of the products they produce and the processes they use to create them. Lastly, the use of new technologies such as 3-D printing is trend within the apparel industry. Two global retailers making good use of these trends are Zara and H&M. Zara puts the customer rst, and make sure that they have a great shopping experience. Whereas H&M o ers sustainable fashion and partakes in being environmentally aware.

ANALYSIS TARGET CONSUMER

AGE: 25-35

INCOME: $140,000-$300,000

PRICE ZONES: $300-$1595

LOCATION: URBAN AREAS (Detroit, Denver, Dallas)

BUYING HABITS: Brand loyal, Name brand, buys 2-3 items at a time

LIFESTYLE: No children, Bachelor’s degree or higher, Democrat, community conscious, style is in uenced by celebrities and in uencers, active on social media

LEISURE ACTIVITIES: Attending concerts, going to downtown bars with friends

Supreme was founded by James Jebbia in Manhattan, New York, April 1994. The brand o ers many authentic pieces that stick to their roots for authenticity. Supreme’s mission statement says “Supreme grew to be the embodiment of the downtown culture, playing an integral part in its constant regeneration.” and “While it grew into a downtown institution, Supreme established itself as a brand known for its quality, style and authenticity”. This shows that the brand values culture, quality, style and authenticity.

O -White, however, uses a large social media in uence, to gain followers for their brand, so they can target the younger generation that hasn’t fully been integrated into the world of luxury. O -White uses the highest quality items, which is why the creative director, Virgil Abloh, travels to the fashion capitals of the world often, and keeps his main o ce in Milan.

These two brands are in high competition, yet they have di erent marketing strategies and di erent values for their brand. This is why they compete to nd the loyal street-wear consumer, because they both have di erent yet important qualities to o er within their brand.

BRAND NAME: RAW DEMAND

VISION STATEMENT:

RAW DEMAND is an upscale men’s fashion boutique that sets itself apart, not only by representing each of the pillars of fashion, but also through close attention to detail, quality, sustainability and individual aesthetic.

MISSION STATEMENT:

Taking inspiration from the real world to create “the merch for our lives”.

BRAND IMAGE:

Draw inspiration from the real world, follow anything labeled as “underground”, “independent” and “cool”, self-con dent about their own individual style, look for brands/products that represent the spirit of youth, developing one’s culture and o er a sense of community, strong appreciation towards fashion, pop-culture and technology, and seek comfort but expect stylish, unique and minimalist.

HEADQUARTERS:

LOGO:

DETROIT, MI, USA

FASHION TREND ANALYSIS

FASHION TREND ANALYSIS

FABRIC BOARDS

FASHION TREND ANALYSIS

ASSORTMENT PLANS

ASSORTMENT PLANS

LINE 3

LINE 4

CONCEPT BOARDS

FABRIC TESTS

FABRIC TESTS

FABRIC TESTS

FABRIC TESTS

PATTERN, MUSLIN, & FITTING

Flat patterning was choose for this garment, because with a jumpsuit that was the quickest method

The men's size 38 bodice, pant,and sleeve slopers were utilized for the draft. The design lines were drawn on the muslin at the tting. The pockets were at patterned.

Corrections marked in red pen

PATTERN, MUSLIN, & FITTING

Fitting for the mock-up on the dressform, corrections were made as well as adding the style lines to the basic mock-up

MUSLIN MOCK-UP

PRODUCT LIFECYCLE MANAGEMENT

PROTOTYPE PROCESS

ACTUAL GARMENT

SOURCING PLAN

Offshore Production

Advantages of Offshore Production

Cheap labor costs

Create relationships across seas

Material sourcing

Disadvantages of Offshore Production

Tariffs

Quality control issues

Timing with transportation

Language barrier

Domestic Production

Advantages of Domestic Production

Ease of quality control because of proximity

Shorter lead times

“Made in USA” label

Disadvantages of Domestic Production

High labor costs

Skilled labor shortage

SOURCING PLAN

OFFSHORE COUNTRY PROFILE: MALAYSIA

Extremely diverse, multi-ethnic and multi-religious country

Industrial growth and political stability achieved through the manufacturing of apparel goods

Become one of the wealthiest and most developed third-world countries within the Asian continent

Social:

44th most populous country

Major languages include: Malay (the official language), English and several distinct Chinese dialects

The Government's goal to aim at making Malaysia the center when it comes to education excellence in the country

Extremely low national income tax, low cost of local food, transportation fuel and other household essentials

Malays will usually act deliberately and with restraint to protect self-worth and perception

Culture:

it is very clear that Malaysian ethnicities tend to retain their religions, customs and way of life throughout their lifetime

Men and women of the same ethnicity will marry

The family is considered the center of their social structure

When it comes to introductions, men may not shake a woman’s hand, they must bow with their hand over their heart Politics:

Malaysia’s federation consists of its 13 states and a political system that is a constitutional monarchy based upon the British parliamentary system, as well as English Common Law

Only country in Southeast Asia which is officially federalist

The majority Muslim ethnic Malay are dominant politically

A large ethnic Chinese minority holds economic power

Economy:

Malaysia has what is known as a mixed economic system, which includes private freedom, combined with centralized economic planning and government regulation

The currency used is the Malaysian ringgit, which is worth approximately �0.24 of the United States dollar

The services sector constitutes 56.5% of the national economy and has been a key driver of economic and job growth in Malaysia in recent years

Member of the (APEC), (ASEAN), and (TPP)

Working to shift the focus of their investments on key areas including: finance, high technology industries, biotechnology, and services

Exports, including products such as electronics, oil and gas, palm oil and rubber, still remain a significant driver of the country’s economy today

Labor productivity in Malaysia is significantly higher due to a higher density of knowledge-based industries and the adoption of using cutting edge technology

Geographic:

Malaysia, when compared to the typical size of the United States, can be compared to the size of New Mexico

Borders Brunei, Indonesia, Singapore and Thailand

Linked to Singapore by a narrow causeway and ridge, and shares maritime boundaries with Vietnam and the Philippines

The South China Sea presents two similarly sized regions, Peninsular Malaysia and East Malaysia

The climate on the Peninsula is mostly affected by wind, as opposed to the maritime weather they face on the East Rich in the natural resources it provides, including: tin, petroleum, timber, copper, iron ore, natural gas and bauxite

Logistics of Imports:

Ocean Freight because it less expensive, more-cost effective, and a desirable choice for textile and apparel importers

Malaysia has long and accessible coastlines which have fostered maritime trade. Several ports, notably Port Kelang, or the principal port, have become major container-handling facilities within the country

SOURCING PLAN

OFFSHORE COUNTRY PROFILE II: ITALY

Italy is most notably known for its cuisine, fashion and its own unique culture

Textiles constitute as one of Italy’s largest industries

Milan, also known as the epicenter of Italy's thriving fashion industry, is home to a number of world-renowned fashion houses. The country is currently very stable, Italy is continuing to work hard on keeping its fashion industry both responsible and profitable for years to come

Social:

The official language of the country is Italian, which approximately 93 percent of the population speaks, and the literacy rate is an estimated 98%

Private schools, which are mainly run by religious bodies, are permitted and common throughout the country

The country’s constitution guarantees the freedom of art, science, and teaching for all

Culture:

Italian culture is deeply rooted in the arts, family, architecture, music and food Italy has given rise to a number of architectural styles, including classical Roman, Renaissance, Baroque and Neoclassical Italian luxury goods are renowned for the quality of the textiles and the elegance and refinement of their construction Family is one of the most important values when discussing Italian culture Family gatherings happen frequently, and are often centered around food and extended networks of families

Politics:

Executive power is exercised by the Council of Ministers, which are led by Italy’s Prime Minister

Italy has a certain experience in changes of government, having seen 68 different governments within the last 73 years Italy has been known to face political interference, corruption and many more political hardships

Economy:

The Italian economy has progressed from being one of the weakest economies in Europe to being one of the most powerful

According to the Human Development Index, the country enjoys a very high standard of living, and has the world's 8th highest quality of life

Major advanced capitalist mixed economy, ranking as the third-largest in the Eurozone and the eighth-largest in the world

The currency used is the euro, which is worth approximately �1.11 of the United States dollar

Founding and leading member of the European Union and a member of numerous international institutions, including the UN, NATO, the WTO, the G7, just to name a few

The country is a world leader in olive oil production and a major exporter of rice, tomatoes, and wine

Italy’s major export partners include Germany, France, the United States, United Kingdom and Spain

Geographic:

Italy is located within southern Europe on the Apennine Peninsula

Italy shares international borders with Austria, France, the Holy See (Vatican City), San Marino, Slovenia, and Switzerland

Four different seas surrounding the peninsula in the Mediterranean Sea from three sides: The Adriatic Sea in the east, the Ionian Sea in the south, and the Ligurian Sea and the Tyrrhenian Sea in the west

Slightly larger than the U.S. state of Arizona

the climate is generally mild `, with cold winters in the north

Natural resources include: mercury, potash, marble, sulfur, natural gas and crude oil reserves, fish and coal

Logistics of Imports:

Ocean Freight because it less expensive, more-cost effective, and a desirable choice for textile and apparel importers

Since Italy is a peninsula and has four different seas around it, using Ocean Freight sourcing would work the best overall to ensure delivery within the entire country

SOURCING PLAN

HARMONIZED TARIFF SCHEDULES MALAYSIA

COSTING PRICING &

COSTING PRICING &

DISTRIBUTION &SALES

e-COMMERCE

HANGTAGS

As a high end designer brand, RAW Demand will use selective distribution for our distribution strategy. Through this method, RAW Demand will be able to allow only certain retailers to sell our products, to make sure our products are advertised as high end. Moreover, this will allow for our location and image criteria to be met so our consumers get the right feel for our brand. It is important that our brand is seen as sophisticated in the street-wear industry so we can compete with our competitors.

Two retailing strategies for RAW Demand, are brick and mortar specialty stores, and an e-commerce website. A specialty store would be perfect for RAW Demand products, because we are specific to the men’s street-wear target market. A specialty store will allow RAW Demand clothing to fit into the specific type of merch in this store. Also, a specialty store has only one or two price zones, so the high-end price point will be set throughout the store, attracting the right consumers. On the other end, our e-commerce website will allow RAW Demand to reach more consumers that aren’t local to Michigan or the US. Being able to reach consumers on a global level will give us a presence in the industry to allow RAW Demand to reach new levels of sophistication for the street-wear empire.

Placed in menswear publications including Highsnobiety and Hypebeast

Features RAW Demand’s mission statement, address/contact info

Displays color scheme used for specific outfit

Real garment created and worn by model

Jute tote shopping bag with rope straps

ReUSABLE SHOPPING BAGS

Sustainable Jute tote with RAW DEMAND logo

Established in Detroit stitched text

Easily recognizable and clear to read

Ideal for branding for conferences or promotions

BILLBOARD

Featured on 1-75, Metro Detroit

Located in city headquarters

Short, sweet and to the point

Clear to read and easily recognizable logo

Showcases outfits from upcoming Fall 2020 line