LOADING.
2%
LOADING.
3%
LAUNCHPAD. OUR PROFILE
OUR DATA
11%
HOW WE OPERATE
12%
OUR CTA
14%
OUR DRIVE
17%
OUR GUARANTEE
18%
OUR URL
31%
OUR CORE
20%
OUR CODE
32%
OUR VALUES
22%
OUR KEYBOARD
36%
OUR PERSONALITY
25%
OUR COLOURS
38%
OUR VOICE
26%
OUR TERMS AND CONDITIONS
OUR PLACE IN THE WORLD
6%
OUR DOMAIN
42%
WHERE WE OPERATE
44%
OUR PLAYERS
46%
SEARCH
THE WIDER PICTURE
THE OUTERNET
56%
THE DISLOCATED WORLD 59% TRY BEFORE YOU BUY
60%
AVATAR INFLUENCE
63%
OUR TOUCHPOINTS
EXTRA INFO
OUR USERS
66%
OUR RANGE
68%
7%
OUR ACTION PLAN
76%
OUR PRESS RELEASE
78%
OUR CRITICAL PATH
85%
OUR PROFILE.
E_WEAR are founded upon the future, not the past. We are entering a new fashion dimension in 2019 thanks to our founder Anna Burcharth. Inspired by an amalgamation of virtual reality and fear, Anna has sought to make the impossible, possible.
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alt ctrl delete
OUR DATA At E_WEAR, we envision a future where virtual will become the new black. Preparing for this eventuality, we have rendered the impossible possible; using nothing but data, we curate hyper-real designs for a business model that we trust will make the rest of the world question why clothing has only ever been limited to physicality. We are creative engineers who want to drive a new consideration for what fashion should be by delivering new and advanced mediums for designer wardrobes. We envisage functional garments to be ctrl, alt and deleted. And in a world where physicality will become imminently outdated, E_WEAR will be here to offer an ephemeral enjoyment of fashion; uploading fashion creativity to the next level.
11%
Until that happens, we believe that we must create a balance between where we are now and where we want to be. Our virtual try before you buy scheme will allow our users to decide if they want to purchase their garments physically, digitally, or both. We like to think of ourselves as phygital. We want to inspire humankind to reconsider their relationship with clothing. With the aim of creating a more empowered and sustainable future, we believe that by offering the choice between physical and virtual fashion, we are taking a big step towards saving the industry from the negatives that precede it; we’re navigating towards an immaterial future.
HOW WE OPERATE
1
Choose a design
2
Upload an image
+ Choose your favourite design that will maximise your style
Upload an image of yourself that you’ll be wearing the garment in
12%
3
4
Place your order
Receive and share
ADD TO SHOPPING BAG
Order your digital products for free and a designer will e-fit your chosen apparel to your photo
Receive a virtual dressed-up image of yourself in your item. Based on your try-on session, choose to purchase and share the digital or physical version
13%
OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD
OURTO CALL TOBEYOND ACTIONTHE MATERIAL WORLD OPTIMISING FASHION EXIST OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD OPTIMISING FASHION TO EXIST BEYOND THE MATERIAL WORLD
OUR DRIVE
TO BE THE LEADING FASHION HOUSE THAT CATALYSES THE TRANSITION OF PHYSICAL PURCHASES TO THE VIRTUAL REALM
17%
OUR GUARANTEE
TO MAXIMISE SELF-EXPRESSION, EMPOWERMENT AND ATTITUDE WITHIN BOTH ONLINE AND PHYSICAL SPACES.
18%
19%
OUR CORE
CLOTHING IN THE CLOUD In our fashion dimension, we create clothing that exists virtually in the Cloud. In parallel, our designs meteorically upload all our users to Cloud 9. We level up self-expression to the max.
20%
21%
OUR VALUES VISIONARY
EMPOWERMENT
At E_WEAR, we eat webs and cookies for breakfast. We’re a future-thinking fashion house made up of open-minded leaders that are controlling the industry’s reboot.
We want to empower individuals. We enable our users to encrypt their own style in whichever form they choose to maximise their self-esteem.
SELF-EXPRESSION
SUSTAINABILITY
Self-expression is at the core of our company. Fashion is our user’s second skin, so how our clothes make them feel matters.
E_WEAR want to be the solution to end pollution; unethical practices are viruses to us. We believe that less is more.
INNOVATION Innovation through experimentation is what makes us who we are. We rebel against conformity to create a new fashion generation.
22%
VISIONARY
N O I S S E R P X E F L E S INNOVATION EMPOWERM ENT SUSTAINABILITY 23%
BOLD DISRUPTIVE REAL
T N E G R E DIV
OUR PERSONALITY
BOLD
DISRUPTIVE
We are bold and daring, not only through our designs, but through our business as an entirety. We’re not afraid to change up the game.
We don’t follow the rules. We’re disrupting the fast-fashion model that exists today for a better future.
REAL
DIVERGENT
We stay true to who we are. We’re honest about our goals and we have a clear plan on how to get there.
E_WEAR are gravitating towards an untouched domain. We are taking the industry in a different direction.
25%
OUR VOICE How we speak to the world is a vital component of who we are. Everything we write should be:
HI-TECH
POWERFUL
Informed by the keyboard, we want to convey a computerized effect through our language.
We want to transfer our expertise and assertion to our users so that our vision doesn’t seem out of reach.
MOTIVATIONAL
URGENT
We want to dial up the energy of our tone so we spark individuals to join our journey.
We want to present a matter of urgency when we talk. Our users should feel ignited to purchase our products after exposure to us.
AUDACIOUS We want to match the unorthodox, exaggerated and leading-edge aspects of our designs to our dialogue.
26%
HI-TECH
L A N O I T MOTIVA AUDACIOUS
POWERFUL URGENT 27%
28%
29%
OUR TERMS AND CONDITIONS.
30%
OUR URL
E WEAR Entering a new fashion dimension
OUR NAME
OUR TAGLINE
As outlined in our terms and conditions, we let out users choose what our name means to them. Whether the ‘E’ in our URL stands for electronic, ethical, expressive, emotive, empowerment or any other variation, we’re just happy that our users find meaning in what we do.
Our tagline aims to encapsulate what we do in one short sentence. We’re fusing two parallel worlds together to drive phygital fashion into existence. As a result, we are entering a new dimension.
31%
OUR CODE Our logo is our code. It is the primary interface that our users engage with, and therefore it is vital that it imminently conveys the right message.
PRIMARY LOGO Our primary logo is an amalgamation of our core and our name. It aims to be simple and aesthetically pleasing whilst also informing the user of who we are. The main visible element is a cloud representing the Cloud that exists in virtual memory and Cloud 9. To ensure it always looks its best, we require these guidelines to be followed.
E WEAR
E WEAR
The E_WEAR black logo, pictured above left, is our primary logo colourway, and it should only be used on light coloured backgrounds. Our white logo should only be used on dark coloured backgrounds.
32%
E E W
AR
SECONDARY LOGO
E WEAR E WEAR In cases when the height of the E_WEAR primary logo is restricted, we simply use the word E_WEAR on its own.
EXCLUSION ZONE x
E WEAR
E
E
E
E x
E WEAR E
x
x
E
x
E
x
E
x
x
A logo exclusion zone should be maintained at all times and should be equal to the height of the first letter of each logo. Use the same exclusion zone for all formats.
33%
MINIMUM SIZE Establishing a minimum size of each logo ensures that the impact and legibility of them is not compromised when in application.
E WEAR 30mm The E_WEAR logo should never be smaller than 124px in digital and 30mm in print.
E WEAR 40mm The E_WEAR logo should never be smaller than 140px in digital and 40mm in print.
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RED ROUTES
R
EA W E
E WEAR
E WEAR
NO
NO
NO
Do not rotate the logo.
Do not position the word mark lower than the logo.
Do not inverse the colours of the logo.
E WEAR
E WEAR NO
NO
NO
Do not use the logo without the wordmark.
Do not distort the logo in any way.
Do not change the typeface of the logo.
35%
OUR KEYBOARD ± §
!
@€
£ #
$
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^
&
*
(
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_
1
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fn
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alt cmd
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Our keyboard is made up a modern, clean, geometric sans serif font designed by Wilhelm C. Pischner in 1928 and published by URW. It is called Neuzeit Grotesk and is made up of six styles, from the delicate thin Light weight to the ultrastrong Black Extra Condensed weight. Always use Neuzeit Grotesk Bold as the first go-to in designs and layouts for our brand copy.
NOTE: Use Neuzeit Grotesk Bold for headings and subheadings, including our logo, and use Neuzeit Grotesk Regular for body text.
36%
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alt
{ [
P L
< ,
+ =
| \
Primary Font
Neuzeit Grotesk
LIGHT REGULAR BOLD BLACK BLACK CONDENSED BLACK EXTRA CONDENSED
37%
OUR COLOURS
± §
!
@€
£ #
$
%
^
&
*
(
)
_
1
2
3
4
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6
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Q
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E S
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fn
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alt cmd
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38%
} ]
“ ‘ ?
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alt
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P L
< ,
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Primary Colour Palette
R0 G255 B0
R0 G0 B0
Driven from the inspiration of the caps lock key, our colour palette is made up of three dominant colours, including the staple colours of black and white, and an accent colour of neon green. This palette should be used across all of our digital and print communications. NOTE: White should be pre-dominantly used for typography on black backgrounds and black should be pre-dominantly used for typography on white backgrounds.
39%
R255 G255 B255
A secondary colour of pink may be used as an alternative to green.
R230 G0 B136
OUR PLACE IN THE WORLD.
40%
41%
OUR DOMAIN
WE ARE FOR THE HUMAN
WE ARE FOR THE AVATAR
42%
WE ARE THE FIRST AFFORDABLE LUXURY BRAND TO OFFER CLOTHING FOR MULTIPLE IDENTITIES.
43%
WHERE WE OPERATE
E_WEAR operates within the affordable luxury segment of the UK womenswear apparel market. Driven by generation Z and Millennials, luxury sales were recorded at $1 trillion at the end of 2017 â&#x20AC;&#x201C; highlighting a healthy market for E_WEAR to enter. According to Deloitte, these younger shoppers are expected to represent more than 40 per cent of the overall luxury goods market by 2025, which means luxury brands need to adapt their communication strategies to integrate their online and offline channels together. Digital is now an integral factor of their purchasing habits, which is why we believe that E_WEAR will be a success.
44%
HIGH-FASHION
GUCCI
THE FABRICANT E_WEAR
BALENCIAGA
OFF-WHITE
DIGITAL
PHYSICAL ATACAC
I AM GIA DOLLS KILL CARLINGS
JADED LONDON
MASS-MARKET 45%
OUR PLAYERS
Creative director Alessandro Michele has embedded a maximalist aesthetic into the reboot of Gucci. Now lending itself to digital photo-sharing apps such as Instagram, it is fuelled with high online engagement rates. Gucci’s digital reach and affordable prices means it can target groups that are typically unable to afford luxury products. E_WEAR goes one step further than this. Our virtual offerings mean we can afford to sell our products at a lower price point than our competitors with the quality still attached. We’re maximalist in a different context; whilst Gucci is eclectic and romantic, we’re bold and futuristic.
46%
48%
Balenciaga has always been attributed for its oversized silhouettes, exquisite craftsmanship and innovative designs. Modern Balenciaga, however, embraces streetwear looks, whilst still experimenting with textures and silhouettes in futuristic styles. Like Michele, Demna Gvasalaia has established an authentic connection with luxuryâ&#x20AC;&#x2122;s youngest demographic. The millennial consumer is searching for items that make them feel special. 2019 brings an solution, with the introduction of our brand E_WEAR. We cater for the divergent individual and want to offer them a new era of innovation through our designs, silhouettes and business model.
49%
The Fabricant is a digital-only fashion house which exists to present fashion beyond the current concepts of catwalks, photographers, studios and sample sizes. Their specialty is in photo-real 3D fashion design and animation, developing digital fashion editorials, clothing and occasional collections. Closely connected to E_WEAR, The Fabricant is one to watch. But weâ&#x20AC;&#x2122;re certain weâ&#x20AC;&#x2122;ll lead the way. We combine emphasis on our how our designs elevate selfexpression and creativity for our users and how our business model is disrupting the industry. The Fabricant accomplishes only the latter.
50%
Up and coming fashion studio Atacac digitally designs three-dimensional garments to be presented visually before being produced physically. These designs are then used for developing new designs, replacing physical prototypes, replacing product images in stores, or for communication purposes. Strongly influenced by Atacac, E_WEAR has adopted a similar business strategy, except we go beyond this. We too, present our products virtually before they are made physically, however we offer whichever format best suits our userâ&#x20AC;&#x2122;s identity as our end product. We believe doing this will push our sustainable stance even further and give us a competitive advantage.
53%
THE WIDER PICTURE.
54%
THE OUTERNET.
We are being immersed into an outernet world. And the digital sphere is like oxygen to our lungs. We believe that searching the web on a computer is an activity of the past. So, instead, we are living in a universe where individuals are choosing to opt in to the digital ream through ubiquitous access to the internet via their smartphones, wearables and interactive technologies. The outernet has manifested itself within many different sectors, as what were once physical objects within the book, film, music and art industries are now thriving within the virtual marketplace. We want the world of fashion to enter this dimension. It is an industry that is yet to completely immerse itself within the online realm. And E_WEAR is here to stop fashion from faltering in a world of change.
E_WEAR is built upon the foundation of immaterialism. Our founder, Anna Burcharth, has always been inspired by the virtual realm and has curated fashion designs on the premise of objects being visible yet, simultaneously, untouchable. Not only is our business model influenced by the virtual world but our collections are too. We believe that we will be pioneers within the industry, leading the way for other brands to enter the digital space. We want fashion to integrate seamlessly into all devices of our lives and we believe that the first step towards an immaterial future is our virtual offering.
56%
THE DISLOCATED WORLD. In combination with doing our bit for society, we also believe that our clothing will help individuals escape these fears. As our designs double up as apparel for the real self and avatar self, our users can in-fact detach themselves from the unrest that occupies their material lives. We believe we can heighten our users’ confidence to express themselves freely; likes and comments will evoke a sense of achievement, acting as a partial escape mechanism and solution to the feeling of being trapped in a dislocated world.
The world is suffering from a colossal glitch. Living in a dystopian universe dominated by distrust, disenfranchisement and disconnection, individuals are seeking ways to detach themselves from current political and economic affairs. Driven by the uncertainty of Brexit and the turbulent Trump administration, a lack of confidence in government bodies, financial sectors and brands as an entirety has been detected. This is levelled up by an abundance of fear and worry as exposure to the emerging impact of climate change rises. Our potential users are becoming increasingly selective with who and what they trust; their evolving expectations means they are buying into brands that align with their moralities and values. E_WEAR want to show our users that we care about our planet. And inspire the industry to esc the fast-fashion system that operates today. With the value of unused clothing in wardrobes at 30bn, we want to offer a solution to stop this from increasing.
WORLD IS “ THE SUFFERING FROM A COLOSSAL GLITCH “
59%
TRY BEFORE YOU BUY: VIRTUAL EDITION. Like us, some fashion brands are turning to an online demand-led business model, embracing rapid prototyping and digital designs. Envisioning waste to become more streamlined, we use three-dimensional virtual prototyping programmes to design digitally. We can also exterminate the pattern cutting and sewing process through the click of a mouse by using virtual avatars and digital fabrics. This means physical sampling and factory shipping costs are cut out of the equation. By using 3D renderings, we are also able to offer our products online before they are made physically. We can establish our best sellers with no added consumption, and offer our users the chance to buy before they buy, just virtually.
60%
ADDED “ NO CONSUMPTION
“
AVATAR INFLUENCE. Digital avatars are opening a plethora of opportunities for businesses like us. Dressing up characters virtually within gaming alone has been estimated at £38bn through gamers purchasing and styling their virtual personas. We want to develop creative experiences for our users in a similar way, and can do this by styling avatars instead of models. CGI models can create an equilibrium between the digital and physical realms and is already being explored by luxury fashion houses.
Entering the fashion space, Lil Miquela, a digital avatar who has over 1M followers on Instagram, has revolutionised what it means to be an influencer. Being photographed with A-list celebrities such as Gigi Hadid, Lil Miquela has set the agenda for fashion brands. And digital influencers will now be an integral part of every fashion house’ marketing strategy, including ours.
Entering this new era of expression is Louis Vuitton, who have previously promoted their collections by casting avatar characters such as Lightening. Avatar influencers are also being immersed in the mainstream world, as Coca Cola teamed up with Alex Hunter, a fictional character who was designed for EA Sport’s Fifa 18 video game to become a celebrity ambassador for the brand. 63%
EXTRA INFO.
64%
OUR USERS
THE DIVERGENT The Divergent is a style-driven and follower focused millennial who isnâ&#x20AC;&#x2122;t afraid of being different. She is a bold, ironic and optimistic 20-something who consciously lives a double life. Her real identity that surfaces in human form, and her filtered and fabricated persona that lives on her social channels. Empowered by her online presence, she values the latter character more â&#x20AC;&#x201C; submerging herself within a virtual bubble to escape from everyday issues. She is not afraid to be different, setting trends rather than adhering to them. Aiming to build a branded self, whereby her face is her greatest asset, she seeks fashion statements that complete her coveted look online and is willing to pay a premium price for them.
66%
THE INSURGENT The Insurgent is a belief-driven and feelings focused millennial who believes caring to be the new cool. She is a passionate, conscientious and optimistic 20-something who tackles her everyday issues head on. She cares deeply for the environment as sustainability occupies the forefront of her mind. Valuing progress over success, she uses her social pages to rally for positive change, and is currently seeking ways to advocate this change within the fashion industry. She is willing to pay a premium price for fashion which shapes the future responsibly; believing a product to only be necessary when it is deemed necessary by society and rebelling against the fast-fashion model that is being used within todayâ&#x20AC;&#x2122;s zeitgeist.
67%
OUR RANGE
68%
69%
THE COLLECTION Data Dungaree £400
£315
£1350
Pixel Coat
Alexa Dress
The launch of our Distortion to Reality collection is looming. British designer Anna Burcharth has been inspired by colours, new worlds, creatures, planets and cities which are all pleasing to the eye when formulating the first ever collection for E_ WEAR, coming AW20. The collection will showcase a selection of 10 pieces, from overstated outerwear to capsule dresses that can be paired over a wooly jumper for cold and bitter days. Included in the collection are a coat, 2 pairs of trousers, a dress, a skirt, three tops, dungarees and a blazer. They are all priced between £315-£1350.
70%
Meta Pant £650
£420 £815
Cyber Top
Firewall Blazer
DISTORTION TO REALITY 71%
OUR TOUCHPOINTS.
72%
73%
Bag
E WEAR
READY-TO-WEAR WHY WE EXIST
CONTACT
DISTORTION TO REALITY
SHOP NOW
ONLINE Our first call to action is to exist online. The drop of our opening collection will be via our website so our users can choose their ready-to-wear item, try it on virtually and pick the format of their final purchase accordingly. Entering the world of ecommerce means that we are accessible 24/7, ensuring that our capsule pieces can be downloaded at any given time. This is heightened by the fact our users will have access to both desktop and mobile versions of our online shop too. E_WEARâ&#x20AC;&#x2122;s website, alongside an app, will consist of many features including a shop now and about us section, in combination with social media plug-ins.
74%
OFFLINE Although a physical flagship store isnâ&#x20AC;&#x2122;t in the equation as of yet, we believe that it is vital we operate within both real spaces and digital spaces to reflect who we are as a brand. Fusing the two together, our aim is to launch a pop-up shop which integrates an immersive augmented reality experience into it. We want our users to gain a feel factor for why and how we exist, putting our mission into full force while still bringing our products to life. The scarcity factor of the event will aim to build brand awareness for E_WEAR, as being a start-up, we know this may be a challenge.
75%
OUR ACTION PLAN 0-3 MONTHS Within the first month of communicating with our users, we will be exerting all of our energy into our social platforms. It is vital that we build our following early on so brand awareness can be elevated simultaneously. Our content will be posted via Instagram, Twitter, Pinterest and LinkedIn accounts. We will give small insights as to who we are, what we do and what is to come.
E_WEAR
E_WEAR
@e_wear_
Entering a new fashion dimension. Nottingham, UK Joined May 2019
E_WEAR @e_wear_ E_WEAR
We are fusing the online and offline worlds together to create a phygital clothing collection. COMING SOON!
E_WEAR @e_wear_ E_WEAR
Keep your eyes peeled for the launch of our upcoming collection Distortion to Reality. You WONâ&#x20AC;&#x2122;T want to miss this.
SCAN TO SEE MORE.
76%
SCAN TO SEE MORE.
Bag
E WEAR
READY-TO-WEAR WHY WE EXIST
DISTORTION TO REALITY
SIGN-UP
CONTACT
The launch of our website will also take place in the first quarter of the year. Although our collection will not have yet been released, the website will navigate our users to key information such as who we are and why we exist. At this point, users will be able to opt in to subscription emails which will be sent out once a week, and can also sign-up to receive early access to the collection.
To gain more media coverage, we will begin gifting CGI influencers such as @lilmiquela and @shudu.gram with exclusive verified pieces from our Distortion to Reality collection. We will ask both influencers to write an honest review and post about us on their social channels. Unpaid posts will uplift authenticity surrounding our brand.
We will also write our press release so it is ready to send out before the collection is launched.
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E WEAR E_WEAR LAUNCHES NEW VIRTUAL CLOTHING COLLECTION EMBARGOED UNTIL 1st SEPTEMBER 2019 NOTTINGHAM - E_WEAR are proud to announce the launch of Distortion to Reality, a new capsule that exists beyond physicality. With this collection, real and virtual clothing are one in the same, blurring the boundaries between the human-self and online-self. Anna Burcharth, E_WEAR’s designer, aims to promote creativity and self-expression through virtual reality inspired designs and a maximalist aesthetic. Ready-to-wear pieces are set to be released in both digital and physical formats exclusively on E_WEAR’s website on October 18th 2019. Offering a couture sensibility towards the virtual realm, the ten piece collection experiments with textures and silhouettes in futuristic and bold styles that can be worn as an ensemble or be mixed and matched. Included in the range are cutting-edge pieces such as the Pixel coat, Alexa dress, Cyber top, Data dungaree, Meta pant and Firewall blazer. All garments are designed digitally to allow individuals to try the clothing on virtually before purchasing their end product. The hyper-real nature of the designs ensure that the end product can be digital. Anna Burcharth, E_WEAR’s designer, describes the influences behind the collection. She states “I wanted to explore the virtual reality world because of the colours, the new worlds and creatures, planets and cities which I find are all pleasing to the eye. The concept allows me to explore my fantasies. I wanted the collection to combine this with the idea of fear – fear of the future, fear of what’s to come as technology is rapidly evolving and the fear of where the human place will be in the world. E_WEAR is the perfect equilibrium between both of these things” E_WEAR are aiming to work towards a sustainable fashion future with the launch of Distortion to Reality by subverting the fast-fashion model that exists today. The brand encourages individuals to reconsider their relationship with clothing in the same way they have done with music and film. Their virtual offerings is the first step to reaching their destination.
- ENDS -
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ABOUT E_WEAR E_WEAR is a luxury womenswear brand founded in the UK by Anna Burcharth in 2019. The brandâ&#x20AC;&#x2122;s business idea was to be the first enterprise to offer clothing for multiple identities. It aims to catalyse the transition of physical purchases to the virtual realm, with the intention of making fashion more sustainable. E_WEARâ&#x20AC;&#x2122;s ready-to-wear collections are exclusively available online. For more information, please visit www.ewear.com
79%
3-6 MONTHS As the release of E_WEAR becomes closer, our #IAM campaign will go live. It will begin on Instagram, stimulating our users to post whether they believe they are human or avatar. Our hashtag aims to fuse our offline and online channels together while continually building brand awareness. Users who participate in the first instance will be in with the chance of securing front row tickets to London Fashion Week and an exclusive invite to our pop-up event taking place in October.
LONDON FASHION WEEK FESTIVAL
The Store Studios, 180 The Strand, London, WC2R GOLD TICKET Saturday 14th September 2019 Session time 13:30-14:30
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Our Distortion to Reality collection will also hit the catwalk at London Fashion Week in the second quarter. All 10 pieces from our AW20 collection will be displayed. The event will be live streamed and uploaded onto all social channels, giving users their final chance to sign up to early access to the collection next month. Models will walk the catwalk carrying signs that state whether they identify as human or avatar to build on the #IAM campaign.
I AM HUMAN
I AM HUMAN
I AM HUMAN I AM AVATAR
I AM AVATAR
I AM AVATAR
We will also begin official relationships with the mentioned CGI influencers. Activities involved will still include gifting, giving reviews, as well as paid advertisements to keep the buzz surrounding E_WEAR. We will provide them with a link to post that allows users to sign-up to the collectionâ&#x20AC;&#x2122;s early access and maintain a long term relationship with them.
81%
6-9 MONTHS A pop-up event in London will take place. Influencers and celebrities will be invited to the evening to celebrate the launch of our Distortion to Reality collection. During the evening, we will Airdrop as many guests as possible a staple piece from the new collection. They will receive a virtually dressed up image of themselves using photos taken during the event and can claim the physical version afterwards as a gift. These guests will push their #IAMHUMAN stance through their social channels. Those who had early access will be able to shop the collection online from this date.
The pop-up store will stay put for public access and will be promoted via our Instagram page for a week. The space will offer an augmented reality immersive experience to help our users understand how we work. The collection will also be available to everyone who visits our website from this point onwards. Users can purchase either the digital or physical version of their clothing at the event.
82%
We will launch our app during the third quarter, making the buying process more convenient for all users. Growing up in the digital age means our users are looking for a seamless way to shop. Our app will do this. We will also advance our technology so users can hold their phone camera up and an augmented version of our clothing will attach to them. The picture will have property of E_WEAR written across so it cannot be copied or be purchased for free.
E WEAR SHOP NOW ABOUT US #IAM AR EXPERIENCE
83%
9-12 MONTHS
iD
Following the predicted success of our first collection, we will begin working on our next one â&#x20AC;&#x201C; a collaborative project between E_WEAR and Lil Miquela. Both our founder Anna Burcharth and Lil Miquelaâ&#x20AC;&#x2122;s agents will work closely together to produce a limited-edition range for E_WEAR. We will organise photoshoots for a feature in iD magazine using the CGI influencer as the main model.
FUTURE THINKING
In parallel, we will begin working with the sustainable charity WRAP, who aims to re-invent how clothes are designed, produced and sold. It will be fitting to combine these two activities in conjunction with one another as Lil Miquela is an advocate for positive change within the world. The proceeds for this individual collection will go to WRAP.
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OUR CRITICAL PATH Our 12 month communication plan aims to assist the launch of E_WEAR. It will begin in May 2019 and continue through to April 2020. Our mission towards an immaterial future begins here. E_WEAR
MAY JUNE JULY AUG
SEP
Create online website Post on Instagram Post on Twitter Post on Pinterest Gift CGI influencers Send out press release #IAM Campaign London Fashion Week Influencer paid ads Pop-up event Launch AR app Photoshoot with iD Collab with Lil Miquela Partner with WRAP
85%
OCT NOV DEC
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LOADED.
88%