l u m e n
for Amnesty International
GROUP G Jessica Brown-Martin/ FB Danielle Carruthers/ FB Antonella Festa/ FM Gintare Sakeviciute/ FDR Dewald Snyman/FB
SUMMARY •
Introduction
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Product Designs
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Materials & Sourcing
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Pricing Architecture
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Packaging & Labels
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Market Analysis & Competitors
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Sales Strategy
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Start-up Costs
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Amnesty Sales Projections & Profit
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Media & Strategy
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Brand Values
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Aims & Objectives
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Q&A
• Lumen is a Limited Liability Company, created to raise awareness around humanitarian world issues through production of seasonal jewellery ranges. • A company that solely strives to only produce from eco-friendly resources. • Create a balance between design and the embedded message. • Quality sourced materials. • Tailored to a confident, intellectual and understatedly stylish customer.
CUSTOMER PROFILE
‌the idea of sustainability in jewellery, is more of an enquiry of what it is and how it manifests itself.
IDENTITY Lumen is a brand with a design focus on accessory style jewellery referencing details of classic 21st century garments such as button-front shirt: collar and cuffs.
DESIGN: COLLAR No. NAI01 Leather chocker-style collar with sewn-on twisted fabric flaps. Fastening: Recycled gunmetal ring and screw-on studs. Wholesale Price: £18.00 Leather Colour Options: Digital Print: •
Mud (brown)
•
Gunmetal (black)
•
White Pearl
•
Olive
DESIGN: COLLAR No. NAI02 Leather chocker-style collar with sewn-on twisted fabric detail. Fastening: Recycled gunmetal ring and screw-on studs. Wholesale Price: £18.00
Leather Colour Options: Digital Print: •
Mud (brown)
•
Gunmetal (black)
•
White Pearl
•
Olive
DESIGN: COLLAR No. NAI03
Leather chocker-style collar with pleated fabric flaps folding over at the front. Fastening: Recycled gun-metal ring and screw-on studs. Wholesale Price: £18.00
Leather Colour Options: Digital Print: •
Mud (brown)
•
Gunmetal (black)
•
White Pearl
•
Olive
DESIGN: CUFFS No. BAI01
Wholesale Price: £14.00
No. BAI02
No. BAI03 Wholesale Price: £15.00
DESIGN: CUFFS No. BAI01
No. BAI01
No. BAI01
Leather arm cuff with
Leather arm cuff with
Leather arm cuff with
sewn-on multi-layer,
sewn-on twisted fabric
sewn-on multi-layer,
rounded edge fabric
detail.
pleated fabric detail.
detail.
Fastening: Metal ring
Fastening: Metal ring
Fastening: Metal ring
and screw-on studs.
and screw-on studs.
and screw-on studs.
Leather Colour Options:
Digital Print: •
Mud (brown)
•
Gunmetal (black)
•
White Pearl
•
Olive
MATERIALS: 3 ELEMENTS
RECYCLED GUN METAL • Community Interest Company • Greater Manchester Police Force • Recycling guns metal into new products • An apprenticeship programme for young people leaving the criminal justice system • 2011 = 1130
PRICING ARCHITECTURE
Lumen has produced a gradual rise in price so as not to confuse our customer. We have also ensured a viable entry price as well as ensuring we are offering a competitive price compared to our competitors.
PACKAGING & LABELS
Business Card
Product Labels
PACKAGING & LABELS
• 100% recycled jewellery boxes • To include a card explaining a little bit about the product
MARKET ANALYSIS • • • • •
Sales of £4.2 billion in 2011 Performance mirrors UK economy Growth of 1% in 2011 – rising price of precious metals Consumer eco awareness has great impact Eco-friendly jewellery industry in infancy
COMPETITORS • Labels with similar design aesthetics • Mid-price point competitors: Erin Wasson/Low Luv - Stockist: My Wardrobe / price range: £17-100 Maria Francesca Pepe - Stockist: Not Just Label / price range: £65-285 Zelia Horsley - Stockist: Elizabeth Galton Studio / price range: £ 46-295 Marni/Bijoux - Available at Marni London / price range: £85-355
SALES STRATEGY/ MANAGEMENT • Foremost goal – profit for Amnesty & creating awareness for cause • Direct selling - customer satisfaction • Setting sales objectives - Understanding the market - Planning and supporting sales offer - Monitoring and improving effectiveness • Management - Consists of operational/strategic/financial disciplines - Team structured on needs of business - Roles are based on experience and expertise
START UP COSTS Initial Investment £3,500 MAY
JUNE
Costs
Expenditure
£1,709.19
£679.00
Stock Packaging
Advertising & Promotional Material
Website Blog
150.00
Photo-shoot
200.00
Video
120.00
Look Book
100.00
Press Releases
60.00
Leaflets
60.00
Adverts/Editorials Events TOTAL
100.00
150.00 3178.19
Very Low start-up costs to generate a return quickly
AMNESTY SALES PROJECTIONS • Prediction of high sales at the launch of our brand – Due to Publicity & Media
10 9 8 7 6
Bracelet 1
5 4
Bracelet 2
3
Bracelet 3
• High sales July-August during Olympics (increased footfall)
2 1 0 May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Predicted Sales
• High sales at Christmas on higher priced products
10 9 8 7 6 5 4 3 2 1 0
Necklace 1 Necklace 2 Necklace 3
May
Jun
Jul
Aug
Sep
Predicted Sales
Oct
Nov
Dec
POTENTIAL PROFIT FOR AMNESTY $3,000.00
$2,500.00
$2,000.00 Total cost $1,500.00
Total Income Profit
$1,000.00
**Total cost to amnesty based on recommended orders
$500.00
$0.00 Bracelet 1
TOTAL
Bracelet 2
Bracelet 3 Necklace 1 Necklace 2 Necklace 3
Total cost
Total Income
Profit
£4,509.00
£13,350.00
£8,841.00
MEDIA STRATEGY •
•
Digital - Multimedia solutions designed Connect to audiences through participation in personally relevant, credible and memorable experience.
Experiential - Emphasis on customer’s experience to communicate Brand values of integrity, depth of design and passion.
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Facebook online Campaign to support Amnesty Control on Arms - Allow the customer to engage and participate mentally and emotionally with the Brand
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Website, Blog and Social Media
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Low cost – high penetration- most interactive -Social Media for advertising , Brand Awareness and Marketing
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Spaces / Exhibitions / Events / Competitions / Projects
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“Control on Arms” Amnesty Collaboration
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Adding value through promotional material, packaging, location, special events
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Sustainable fashion events to attract press, blogging coverage, buyers and leave an imprint that will deliver hard-coded brand association
“Some stories educate and others simply entertain, but the good ones, they ignite our emotions and hold our interest for decades..”
BRAND PERSONALITY Confident Edgy Independent Unique Honest
BRAND ESSENCE lumen wants its ethical credenRals and design excellence be the pillars of its Brand IdenRty
.
Offering a product that is memorable and which is inspirational adds value and enhances the bigger-picture and product worth.
BRAND POSITIONING lumen adheres to principles of fair-‐ trade and ethical pracRces, organic and recycled materials
Because individuality and self expression can co-exist with a collective conscience.
l u m e n
for Amnesty International
AMNESTY COLLABORATION “Control on Arms” Events
In support of “Control on Arms” “One shot” Amnesty Campaigns Launch of a limited edition range made in exclusive for Amnesty International during the campaign events
• Seeking endorsement and press coverage via Amnesty Brand Ambassador
l u m e n … fiat lux... "Let there be more light”
SOCIAL AND ONLINE MEDIA
• Featured by Control on Arms Org as top story blogger of the day! • Engagement Strategy: Twoway conversation
WEBSITE
• A clean and clinical palette: black and shades of grey against stark or off-whites
http://lumenjewels.wordpress.com/about-us
BLOG
COLLABORATIONS AND EVENTS
l u m e n
for Amnesty International
LFW EXHIBITION SEPT 2012 • SHOWCASE Spring Summer collection off-schedule London Fashion Week, one of the ‘Big Four’ apparel trade shows worldwide. Featured in London Fashion Weeks publications and website PRESS RELEASES issued by the British Fashion Council in the run up to London Fashion Week
• GAIN Exposure through individual features in our social media.
• LINK UP •
with LFW followers
• NETWORK •
with fellow exhibitors, press, industry, guests and visitors.
PRESS
Features and Adverts published on University, Fashion, Lifestyles and Trade Press in line with the Brand Values
l u m e n
Â
for Amnesty International
LOOK BOOK • Studio settings • Emphasis on the model • Simple and subtle outcome • Sense of playfulness in the unusual poses
AIMS & OBJECTIVES • Launching in May with small collection for Amnesty International • Start trading with separate collection in September 2012 • Intention of being sold in high profile stores • DEUTSCH Bank graduate award • Transactional website
Q&A