UNLoCKED.
MISSION STATEMENT
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embraces the influence of street style and trickle-up theory in the current social climate. Youth culture has rendered style limitless by refusing conformity in favor of selfexpression. These generations contend authority to defend individuality, and challenge the criteria of tradition.
P RODUCT LINE ________________________________________________________________ Our in-house design team in collaboration with freelance and local designers aim to create apparel that can be worn androgynously. Separates like: skirts, t-shirts, sweaters, jackets, pants, etc. can be incorporated into any wardrobe regardless of gender. H&M has taken a similar approach to this new demand of street-style, for The Grey Concept of 2012.
V ALUES OF THE COMPANY ________________________________________________________________ In rejecting the confines of conservatism, youth power represents the foundation for the unlocked. ideology. As such, the primary facet of the brand promotes expression free of gender distinction. There is no separation between men’s and women’s clothes; silhouette, color, and shape incarnate quality and originality alike. “Unlocked” represents an renewed, indiscriminate approach to fashion, emphasizing the vitality of expression. Furthermore, unlocked. strives to be an active force in effecting change outside the fashion industry. Today, critical issues of fair trade and sustainable energy call for reformation and development. Our brand advocates these causes for their influence on culture and the wellbeing of society overall. This is why a percentage of all net profits achieved by unlocked. will go directly to organizations geared to causes that impact the quality of life. Our brand upholds a social and environmental obligation to contribute to current causes.
T ARGET CUSTOMER ________________________________________________________________ aims to fit the mindset of both young men and women around the ages of 16-26. We look to offer our brand to innovative and fashion conscious buyers that value art and fashion as a whole. Along with this, they also aim to better themselves and the world around them, something , strive to do.
G ENERAL OVERVIEW ________________________________________________________________ • Behaviors: – Will buy something they love when he/she sees it – Practices multiple hobbies to accommodate his/her well rounded interests
• Buying habits: loves fashion, buys eclectic pieces upon finding them regardless of venue • Occupation or industry: student, occupations in creative fields that seek to help others/facilitate change; fine arts, music, fashion, political science, gender studies, literature, photography • Geographic location: urban environments • Political affiliations: strong advocacy for human rights, environmentally conscious, spiritual • Hobbies and interests: art, live music, learning, traveling, partying, meeting new people, blogging, animals, night life • Raised in: suburbs but broke away and moved to big city, does not own a car in favor of walking or biking • Vices: red bull, cigarettes, needs energy since he/she is constantly busy
G ENERAL OVERVIEW ________________________________________________________________ • Source of transportation: public transportation or a dated car • Drink of choice: Jack and Coke or local brews • Interest in films rather than television shows • Tribe-like friend circle • Open Minded • Music: Rock & Roll and Electronic – Enjoys music festivals and concerts
S TORE VENUES ________________________________________________________________ Our store is focused on putting up individual guerilla stores, that offer an exclusive and “limited time� feel to our customers. Opening with a minimal budget makes it easy to open and close the stores quickly and effectively. We also want to ensure that the materials we use to build our stores will use sustainable resources and be sure to be environmentally friendly. We will have 2 to 3 stores open at the time, maintaining availability to our customers, while continuing an exclusive feel.
S TORE VENUES ________________________________________________________________ Within each store, we want to ensure that each customer feels relaxed and comfortable. By setting up the store as a lounge, we are able to let the customer shop around as they feel. We want the store to not just feel like a place where they can find clothes, but a cool and fun hangout. Our hours are subject to change and provide a modern and contemporary shop. We open in the evening and stay open until the morning. Shown, Commes de Garcons, guerilla store, L.A.
D ESIGN AESTHETIC ________________________________________________________________ • • • • • • • •
Androgynous Youthful Expressive Accessible Progressive Strong Confident Creative
M OOD BOARD & INSPIRATION ________________________________________________________________
M ARKETING ________________________________________________________________ We will use guerilla advertising to get our message across: –Dollar Bills with address of upcoming store –Buzz marketing: word of mouth –Use of social media to circulate brand name and spark interest
M ARKETING ________________________________________________________________ Promotional Events -Concerts -Fashion Presentations -Themed Launch Parties