lost // not alone
angelica santiago // Senior capstone
creating a sense of a hope and belonging
I don't want you to save me I want you to stand by my side as i save myself. I don't want you to save me I want you to stand by my side as i save myself. I don't want you to save me I want you to stand by my side as i save myself I don't want you to save me I want you to stand by my side as i save myself. I don't want you to save me I want you to stand by my side as i save myself.
table of contents
the story// the concept// the process// the result//
why lost// not alone? Ever since I began college I thought about my purpose in life. How can I apply my degree in fashion to shed some light and help others? over the past four years I've dealt with the most heightened form of symptoms from my mental health disorders. They don't define who I am. They are just a part of me. Lost//not alone is a place to find comfort and learn confidence from within through expressing oneself on the outside.
born in atlanta, Georgia in 1996, angelica santiago grew up suffering from a feeling she couldn't quite explain. In 2016, she was diagnosed with Major Depression and gENERALIZED ANXIETY. THROUGH THIS JOURNEY OF DEALING WITH MENTAL AND HOW SHE CAN USE HER TALENTS TO SOMEHOW MAKE A DIFFERENCE IN OTHER PEOPLE'S LIVES WHO SUFFER FROM MENTAL ILLNESSES too. IN 2018, Angelica finally realized what she wanted to do with her life and that is how Lost// not alone WAS BORN. THis brand is not only for clothes that help people express themselves but also for building a community of people who relate with each other through the struggles of reality.
The goal of this brand is to allow people to find hope in the chaos of their lives and to realize that they may be lost in this world but they are never alone.
the story //
ILLNESS SHE FELT THE NEED TO EXPLORE WHO SHE WAS
the mood //
the concept//
To create an online retail environment that allows people to be exposed to products that spark a sense of hope, belonging, and community. With a curated assortment of pieces that are chosen to create a sense of beauty from within and spreads throughout the brand speaks to young adults who feel lost in this world of chaos we live in. BLOG: Every month will feature a story about a person (celebrity or influencer) who has experienced a form of mental illness or personal struggle with a social platform area for discussion. The entire aesthetic of the brand is inspired by AllSaints, Reformation, Schizophrenic. NYC, and To Write Love on Her Arms. Products will be shown with a story behind each one as well as a song that coincides AND THERE WILL BE BRAND PARTNERSHIPS INVOLVING AFFILIATE MARKETING. For a customer rewards program; with every purchase of an item, the customer will receive points towards new music and opportunities to win access to select concerts. Items will ALSO partner up with Heather Norman Art www. heathernormanart.com/ and www.twloha.com in order to help people suffering with mental illness.
https://www.youtube.com/watch?v=yLUJ9LZ8pgg
Color story
merch inspo//
Logo//
inspo//
inspo//
brAND hISTORY: 5/1/18 Target Customer: 5/1/18 cOMPETITVE ANALYSIS: 5/4/18
TIMELINE//
sHOOT 1: 5/1/18 SALES FORECAST// COSTING: 5/6/18 SHOOT 2: 5/6/18 Film: 5/10/18 website layout: 5/20/18 lookbook layout: 5/16/18 Editing: 5/20/18 Promotional Materials: 5/19/18 Due date: 5/21/18
Target market//
At Lost// Not Alone, the goal is for YOUNG ADULTs THE AGES OF 16-35 suffereing from or knows someone dealing with mental illness will be able use the brand as an outlet using cutting edge fashion and express individuality while also having a platform to relate to one another and gain the hope they need to keep on going.
AGE: 20 LOCATION: PORTLAND, or EDUCATION: Student at Nyu studying journalism STYLE: Grunge aesthetic with an altered sense of luxury CAREER: Stylist at madewell, $20,000 HOBBIES: Going to concerts, writing poetry, listening to king krule on drives to the beach
s strengths include concept being unique, trend of dark clothing, and potential for growth in the industry.
weaknesses include the lack of following, society's lack of mental health awareness, and needing a profit.
w o
threats include the fact that the fashion industry is so focused on trends that they don't take notice of society's affects on people's mentality.
opportunities include the building of a community, there will be an decrease in suicides, people will be able to get the help they need.
t
QUALITY//HIGH
QUALITY//Low
perceptual map//
price// HIGH
price//LOW
competitors//allsaints
AllSaints is a global, digital, contemporary brand with an independent spirit, founded in 1994. Headquartered in East London, the brand designs full collections of womenswear, menswear and accessories in-house. AllSaints has over 3,000 employees across 28 countries who are obsessed with building a business model for the future, putting brand experience and the customer at the core of everything they do. AllSaints curates every aspect of the brand experience in-house, from store design and construction to the global web platform and the collections can be found throughout Europe, North America, Latin America, Asia and the Middle East in over 240 directly operated stores, franchise stores,
To Write Love on Her Arms is a
competitors//TWLoha
nonprofit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide. TWLOHA exists to encourage, inform, inspire, and invest directly into treatment and recovery.
We believe: You were created to love and be loved. People need other people. Your story is important. Better days are ahead. Hope and help are real.
Religion is devoted to the pursuit
competitors//Religion
of individual style; lyrical quotes, musical muses and British heritage have always been heavy influences behind each collection. Inspiration from London's East End and international street culture has been integral in shaping the brands much loved signature. NO FEAR: Established in the early 90's, Religion firmly rooted itself to early club culture; when music was chemically inspired and beliefs were publicly expressed. Religions innovative design strategy has made it a must have for fashion fanatics and music lovers alike.
curated ASSoRTMENT
women//
GLITTER TOP $49
pricing: $25.00- $495.00
RIBBED TOP $78
HEATHER NORMAN TANK $25
HEATHER NORMAN TOP $30 RELIGION JAUNT SHIRT $110
BDG SHORTS $49
RAGANDBONE HARROWBOOT $495
GRAY SKIRT $60
TUK CREEPERS $80
curated ASSoRTMENT
men//
MENTALLY GONE TOP $35
pricing: $25.00- $325.00
INDIGO SKINNY JEANS $150
PARK CHINO $125 JAX TRAINER $178
MEMBER’S ONLY BOMBER $100
HEATHER NORMAN TEE $30 TRENT BOOT $285
LOOKbook
LOOKbook
LOOKbook
the experience//ONLINE
the experience//ONLINE
social media//iINSTAGRAM
social media//iINSTAGRAM
PROMOTIONS
PROMOTIONS
FINANCIALS AND COSTING
30% OF COMMISSIONS GO TO AFFILIATE NETWORKS
10% OF COMMISSIONS FROM HEATHER NORMAN ART ITEMS GO TO TWLOHA
FINANCIALS AND COSTING
60% OF COMMISSIONS ARE PROFIT
brand launch event
WHAT: lost//not alone launch and auction Guests will be invited to a luncheon and charity auction that gives back to the community as well as establishes the brand's identity.
WHEN: FALL 2019 date tbd
WHO: Guests will include: twloha that will handle the charity auction,vip guests and advocates for mental health including camila cabello, shawn mendes, bella hadid, mariah carey, and more. locals will also have access to this event through $100 tickets that go towards the event costs.
WHERE: Industrial loft in downtown los angeles
brand launch event BON APPETIT
meet the team//
FOUNDER//CEO
director of marketing
aNGELICA SANTIago
mia gutierrez
bibliography//
• https://www.peerspace.com/pages/listings/57007734dbfb2a09001a961f • http://people.com/health/stars-who-have-mental-illnesses-mental-health-issues/#bella-hadid • https://www.businessoffashion.com/community/ companies/allsaints • https://www.belk.com/p/members-only-classic-iconic-racer-jacket/0438602370366.html?gclid=Cj0KCQjwlv_XBRDrARIsAH-iRJRlSsCsOqkhWRxR9VdkNXweHkxFcVT14SvlIIu6A4noCvC_lm-ugJsaAqPEEALw_wcB&cm_mmc=PLA-Google-_-Belk_PLA_Geos-_Geos_All_Products-_-0438602370366&s_kwcid=AL!5203! 3!200693330131!!!g!376432864007!&ef_id=WFcINQAAAZFL0yGW:20180519223948:s • https://www.wix.com • https://www.canva.com • https://www.onesource.com