A luxury lifestyle experience for the socially conscious
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it’s my aim to develop a trendy, fashion forward, socially conscious, curated boutique and meeting place for a key consumer, that supports local and national causes in the form of a social enterprise concept store. the business will be sectioned into three parts of a whole. a boutique, a café bar and a gallery. the main focus of the project will be the boutique. the boutique will support female driven issues such as period poverty, tampon tax, female homelessness, gender equality, youth disaffection. the issues and causes will be supported through profits generated by the business, but also by employing and training disadvantaged women with an aim to engage, educate and empower them to move forward confidently
ALYSHA EMMA DAVIS MA FASHION MANAGEMENT & COMMUNICATION FINAL MAJOR PROJECT
EMPOWERED WOMEN
WHAT & WHY | SOCIAL ENTERPRISE social enterprise in the UK contributes £24 billion to the economy through almost 74,100 altruistic businesses, accounting for over two million employees. 24.7% of all social enterprise perform as retail, 8.7% operate in yorkshire + the humber & 13.9% are women-led (bmg research, 2017). sustainability & eco-friendly fashion are no longer niche concerns (sharma, 2017), but rather mainstream. brands are expected to be green or ethical in some way or another and consumers are likely to boycott those who don’t adhere to the new ‘conscious consumer’ ways.in the current political situations we face, women are still a particularly disadvantaged demographic worldwide. gender equality is still a very pressing issue, with constant barriers being put in place preventing us from having the same advantages as men, and discounting female only issues (such as periods and abortion). it is imperative we attempt to have an impact on these issues and force change for a better standard of existence.
EVERYONE CAN DO SIMPLE THINGS TO MAKE A DIFFERENCE, AND EVERY LITTLE BIT REALLY DOES COUNT
KEY MARKET | THE MILLENNIALS
*aged 20 to 37, millennials currently account for about 15 million people in the UK (75 million in the USA). *millennials have come of age during a time of technological change, globalization & economic disruption. *millennials are not overly influence by adverts believing most of it to be spin. *they are becoming more inclined to rent and subscribe rather than buy outright. *they are more interested in buying quality over quantity, *Most review blogs before purchasing. *they connect more with people over logos. *hTey value authenticity over content. *they want to engage personally w, brands via social outlets. *they want to co-create products. *they use multiple tech products. *they are brand loyal. *they expect brands to give back.
EMPOWER WOMEN
ARCHITECTURAL KEY WORDS: SOCIAL ENTERPRISE ISN’T ONLY AN INDIVIDUAL PASSIONATE SOCIAL PHENOMENON THAT’S
SURFACING
UNDERTAKING. IT’S ALSO A
DURING A SPECIFIC MOMENT IN HISTORY.
SOCIAL ENTREPRENEURS SEE THEMSELVES AS
INCREASINGLY,
MEMBERS OF A VERY CONTEMPORARY SOCIAL MOVEMENT
CONSISTING OF PEOPLE WHO ARE ACTUALLY DOING SOMETHING AND NOT JUST COMPLAINING A SORT OF UNION OF CHANGE AGENTS WHO ARE DEDICATED TO TRANSFORMING BUSINESS AND THE WORLD.
frankel & bromberger (2013)
(Stella McCartney)
INDUSTRIAL, CEMENT, PAINT, MILLENIAL PINK, GOLD, GALLERY, CURATED, GREY, STEEL, METALLIC, MINIMAL, SPACE, WIRE MESH, CLEAN, GLASS, MIRROR,
WHY SHEFFIELD
THE AESTHETICS OF BRANDING
ARCHITECTURAL INFLUENCERS
MOCK - UP POP UP
it is a city full of culture, with a great
step away from the cliche jumble store charity shop and create
andrea tognon, bureau betak, bureau spectacular, christian
you don’t have to spend as much as you would in
collection of museums, galleries & theatres as
a sleek and clean aesthetic. this allows for the minimal high
hallerod, david chipperfield, denis kosutic, elena mora, farshid
order to open a full store. retailers can use
well as hosting an array of festivals, incl upcom-
end goal of the brand to shine through.
mousavvi, india mahdavi, nendo, reichii ikeda, snarkitecture,
pop-up stores to test potential locations before
ing music festival ‘tramlines’.
to this end, i have chosen to keep text and imagery clean,
sophie hicks, studio jos van dijk, studio toogood, x+living,
fully committing”
sheffield also houses some amazing
minimal to reflect the galleresque clean and curated lines.
zaha hadid
-michelle malison (jiang, 2017), a research ana-
architechture and inspiring street art.
lyst at euromonitor international.
CURATED AIMS TO BE A SUSTAINABLE & ETHICAL BRAND PROMOTING SLOW FASHION. THE INTENTION BEHIND THIS IS TO PRODUCE INDIVIDUAL PRODUCTS OF HIGH QUALITY THAT ARE HUMAN, ANIMAL AND ENVIRNMENTALLY FRIENDLY. FABRICS WILL BE SOURCED FROM RECLAIMATION & RECYCLING LOCATIONS OR SUSTAINABLY PRODUCED TEXTILE MANUFACTURERS WITHIN THE UK. THE BOUTIQUE WILL PROVIDE CURATED WOMENSWEAR AND LIFESTYLE PRODUCTS ALONGSIDE A GALLERY AND A CAFE. ALL THREE SECTIONS OF THE BUSINESS WILL WORK IN HARMONY AS A CURATED SPACE TO SHOP & COME TOGETHER. IT WILL ALSO PROVDE AN EDUCATION ASPECT FOCUSING ON ENGAGING DISADVANTAGED WOMEN INTO THE WORKPLACE. THIS WILL BE OPERATED THROUGH THE BOUTQUE WORKING ON RETAIL SKILLS AND CONFIDENCE.
ESSENTIALLY EXPERIENCE IS THE PRODUCT.
bmg research. (2013). social enterprise: market trends. www.gov.uk. retrieved 21 september 2017, from https://www.gov.uk/ government/uploads/system/uploads/attachment_data/file/205291/social_enterprises_market_trends_-_report_v1.pdf jiang, e. (2017). has the pop-up shop bubble popped?. the business of fashion. retrieved 23 september 2017, from https://www. businessoffashion.com/articles/intelligence/has-the-pop-up-shop-bubble-popped sharma, n. (2017). fashion with a conscience: why sustainable fashion is the next retail frontier. wgsn insider. retrieved 21 september 2017, from https://www.wgsn.com/blogs/fashion-with-conscience-why-sustainable-fashion-is-the-next-retail-frontier/#
fight like a girl (2017) unknown [photograph] google image search FIG. 1 laura in the une femme libre shirt (2017) @lecoledesfemmes [photograph] instagram FIG. 2 empowered women (2017) womens march on washington [photograph] instagram FIG. 3 the winter gardens (n.d) unknown [photograph] google image search FIG. 4 pink square on cement (n.d) unknown [photograph] google image search FIG. 5 andrea tognon, jil sander berlin [2017] tognon [photograph] own collection FIG. 6 cos pop-up store (n.d) emy clémente & morgan maccari [photograph] pinterest.co.uk/pin/334392341057067068 FIG. 7