ARTISAN
ABOUT ARTISAN strives to embrace the art-to-wear movement with one of a kind creations designed by local artists and up and coming fashion designers in the San Francisco Bay Area. Derived with the desire to showcase high-end unique textiles such as hand knits, woven fabrics, and hand-dyed silks. This fashion is truthfully inspired by paintings produced by San Francisco artists which will be sold at the gallery. Split up into two sections of an art gallery and a fashion gallery, they will resemble each other every season – a tremendous relationship between art and fashion. The art dictates the fashion, and the fashion dictates the art. Each season the gallery reopens with a different concept showcasing different artist’s work.
Target market Affluent, prestigious, and wealthy individuals who have a large amount of discretionary income. This audience holds college degrees and has balanced lives with steady jobs. Classified by Prizm as Movers & Shakers - home to America’s upand-coming business class: a wealthy suburban world of dualincome couples who are highly educated, typically between the ages of 30 and 55, and without children. Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: members of Movers & Shakers rank near the top for owning a small business and having a home office.
Urbanity: Suburban Income: Wealthy Income Producing Assets: Elite Age Ranges: 30-55 Presence of Kids: w/o Kids Homeownership: Mostly Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Mix
LOCATION
FASHION GALLERY
ART GALLERY
3681 SACRAMENTO ST. SAN FRANCISCO CA 94112
ARTISAN rents a commercial real estate art gallery that displays artwork and showcases fashion garments as art themselves. The gallery consists of natural lighting, high ceilings, rounded windows, and crisp white walls. Located in a neighborhood that is easy to access as a destination spot and is consumed by flamboyant restaurants, cafes, shops, and art galleries. Renting a two story location where the gallery will be on the first floor, split up into two rooms. The first gallery will showcase the current collection of artwork, featuring a specific artist. The second room will showcase the fashion designer filled with fashion garments inspired by that art collection. Upstairs consists of an office and a studio that serves as an atalia where artisans are able to meet with clients.
Brick and mortar
Visual merchandising
White is more than Just a color. White is ABSENCE. White is raw.
ecommerce
Attributes LOGO.
GARMENT PACKAGING.
art isan
SALES SLIP.
ARTWORK PACKAGING.
Manifesto
THE AR T DICT ATES T HE FAS HION THE F ASHIO N DIC TATES THE A RT.
PAST OBIKO Sandra Sakata was a proponent of the art-to-wear movement and featured one-of-a-kind creations at her boutique Obiko, co-founded in 1972 on Sutter Street, San Francisco, with Kaisek Wong, Alex Mate and Lee Brooks. She sought to showcase the work of artists she met in the San Francisco Bay Area. A Japanese-American, she was known for being an “exquisitely dressed” “dynamo” and traveled in the Far East. Obiko was known to sell beautiful Japanese clothing that resembled works of art.
PRESENT MARIMEKKO Marimekko is a Finnish company based in Helsinki and is particularly noted for brightly colored printed fabrics and simple styles, used both in women’s garments and in home furnishings. Two designers in particular, Vuokko Nurmesniemi with bold stripes, and Maija Isola with large simple flowered prints, created hundreds of distinctive patterns inspired by art and helped to make Marimekko a known name across the world.
FUTURE ART TO WEAR The future of art and fashion consists of dedicated and acclaimed Artisans who have a strong desire to demonstrate their passion for exotic textures, sublime colors and innovative techniques offering contemporary styles that truly define art-towear. Art and fashion continues to thrive on an ever-changing cycle, and those who value the intense relationship between the two will never lose the passion of the art-to-wear movement.
FINANCIALS 2015 ARTISAN’S financials are based on an accurate projection of expenses in conjunction with incomes and profits. Expenses have been calculated based on credible research, as incomes have been calculated by the projected average sales that Artisan must reach in 2015. Based on these projections, ARTISAN is projected to bring in a profit of $226,578.00 within 2015.
SUMMARY
BUDGETED
Total income
$840,000.00
Total expenses
$613,422.00
Income less expenses:
$226,578.00
INCOME DETAILS
BUDGETED
Artwork
$560,000.
Fashion/Looks
$280,000.
Total income:
$840,000.
SALES EXPENSES Consignment/Artisan’s cut
$252,000.00
Wages/Salaries (includes payroll)
$185,569.00
Packaging
$200.00
Total sales expenses:
$437,769.00
Percent of total:
71.37%
OVERHEAD Marketing/Advertising
$14,700.00
Events
$10,500.00
Rent at $10,800. Monthly
$129,600.00
Glass Cases
$1,482.00
Total admin. expenses:
$156,282.00
Percent of total:
25.48%
SERVICE & EQUIPMENT Accounting services
$5,000.00
Legal services
$6,000.00
Internet and Landline Service Provider
$780.00
Supplies
$6,591,00
POS System
$999.00
Total S&E expenses:
$19,370.00
Percent of total:
3%
Product CONCEPT per year
INSTALLATIONS per concept
1 SPRING
2
1 SUMMER
2
1 FALL
2
1 WINTER
2
4 TOTAL ANNUALLY
8 TOTAL ANNUALLY QUANTITY QUANTITY PER INSTALLATION PER CONCEPT (installationx2)
QUANTITY PER YEAR (conceptx4)
ARTWORKS
7
14
56
LOOKS
7
14
56
TOTAL PRODUCT
14
28
112
AVERAGE PRICE PER PIECE
TOTAL REVENUE TOTAL REVENUE PER INSTALLATION PER CONCEPT (piecex7) (installationx2)
TOTAL REVENUE PER YEAR (conceptx2)
ARTWORKS
$10,000
$70,000
$140,000
$560,000
LOOKS
$5,000
$35,000
$70,000
$280,000
$105,000
$210,000
$840,000
TOTAL REVENUE TOTAL INCOME PER INSTALLATION
TOTAL INCOME PER CONCEPT
TOTAL INCOME PER YEAR
ARTISTS
$31,500
$63,000
$252,000
ARTISAN
$73,500
$147,000
$588,000
YEAR 2015 | 4 CONCEPTS 1 per season | 8 INSTALLATIONS 2 per concept | 112 ART PIECES 7 per installation | 112 LOOKS 7 per installation
Marketing ARTIZINE Every season, an Artizine is sent out to Artisans most valuable customers. The Artizine gives artist introductions, informs clients about each new concept and it’s seasonal inspiration, and gives dates for upcoming gallery openings and other events.
SPONSORS The de Young Museum of San Francisco is a proud sponsor for ARTISAN and acts as it’s most valuable platform for marketing. ARTISAN is often featured by the de Young for participating in one of the museums most notable events - Friday Nights at the de Young.
PUBLICATIONS ARTISAN is often featured in local publications that reach the specific target market such as the San Francisco Chronicle and the Audrey magazine. ARTISAN receives public recognition for supporting both local artists and local fashion designers in the area.
Public Relations
GALLERY OPENING Each season ARTISAN hosts a gallery opening for their loyal clients. All invites go out to clients on the guest list. The gallery opening introduces the new innovative concept for each season. The clients will have the opportunity to enjoy complimentary wine and eats while meeting with the artists and fashion designers. As a special unique characteristic of ARTISAN’S gallery openings, the featured fashion designer will be illustrating fashion sketches that resemble each client during the event, and gives them out as a special gift. In conjunction, every guest also receives an original miniature painting by the featured artist as a giveaway.
INVITATIONS
COMPLIMENTARY WINE
MINIATURE ART GIVE AWAYS
MEET THE ARTISTS
Gallery features
Twenty ffifteen
Spring 2015 FINE DECADENCE Fine Decadence is a combination of whimsical art with a dramatic collection that blooms with lust and romance. Intense hues of purple and magenta in harmony with the revival of lace brings out sexuality of the feminine soul. This concept derived from deep, rich, and sensual emotions consumed by exquisite taste. Fine Decadence introduces an entirely new way to transition into Spring 2015.
Summer 2015 BATTLE OF THE CLEMENTINE Battle of the Clementine highlights bold and vibrant colors for Summer 2015. Spontaneous fusions of bright hues work to capture the energy of San Francisco’s streets. Fresh blues that flock to hot and humid hues allows for brilliant and surreal summer feel.
Fall 2015 AFRICAN MUSE African Muse explores classic craft techniques and mixes them with the experimental tribalinspired art of the 1980s. The combination of texture and layered fabrics injects this traditional theme with life. The Concept honors the hand of the craftsman, all fabrics are imported from Africa. They are harmoniously woven together to create a rich Folkloric theme consumed by raw fabrics made up of earth tones and neutral hues tailored for Fall 2015.
Winter 2015 HIVER CHAOS Hiver Chaos takes us on a journey to a frozen landscape inspired by crystal formations and plunging temperatures. This concept uses a beautiful icy palette of crisp ice-cold hues and sheer winter cloths inspired by empty landscapes battered with earthly frozen elements. Crystal frosted glass brings us to the quiet and undisturbed side of nature for Winter 2015.