W I N T E R
P L A N N I N G
R E P O R T
contents 3 The Concept 4 Competitor Report 6 Meet Our Team 7 Winter Collection 16 Global Planning 16 Christmas Offer 13 Store Locations 16 E-Shop
Male, 18-45 year olds Works within a creative or innovative industry or enrolled into school by day Enjoys unwinding with friends, art and evolving his mind through literature, film & podcasts by night. Charming, intelligent, eclectic, Fashion cameleon, intentional buyer, ambitious, self-assured. Font name: Space Age Color scheme: Black & White (Main colors), Jade & Carmine (accent colors)
“A STREETWEAR LUXURY BRAND CREATING TIMELESS, TRANSFORMATIVE & THRILLING PIECES.”
HISTORY: Our main competitor in luxury streetwear apparel is the brand OFFWHITE by Virgil Abloh. The brand was founded in 2013 and their first collection was released in 2014. OFFWHITE is based in Milan. It has revolutionized mainstream luxury apparel and has given a platform to other streetwear luxury brands. OFFWHITE’s headquarters are based in Milan, however, it has an American aesthetic. ORGANIZATION: The parent organization of OFF-WHITE is New Guards Group which was not founded until 2015, only one year after OFF-WHITE’s first collection released. New Guards Group also represents Marcelo Burlon County of Milan, Palm Angels, Unravel Project, Heron Preston and Kirin by Peggy Gou. DISTRIBUTION: OFF-WHITE sells their brand at 24 different store locations and online. Some of the locations include: Paris, New York, London, Shanghai, Dubai, etc.
COMPETITOR’S PRICE RANGE
MERCHANDISING DEPARTMENT
Natalie Alcantara
Menswear Jackets Menswear Bags
Amanda Parache
Menswear Knitwear Menswear Shoes
Char'nae Davis
Menswear Shirts Menswear T-Shirts
Sol Akinola
Menswear Trousers Menswear Denim
WINTER COLLECTION COLOR SCHEME:
WINTER COLLECTION THEME:
TRANSFORMATION - VISUAL CONTRASTINCLUSION- FLUIDITY - DUALITY - NATURE - TAO
VOLUME I
WINTER COLLECTION NAME:
WINTER COLLECTION TEXTILES:
STRUCTURED QUILTED FABRIC
SOFT RUFFLE FABRIC
ENGINEERED KNITS
RAILROAD STRIPE
GLOBAL PLANNING
CHRISTMAS OFFER In the spirit of the Holidays, we wanted to launch an offer that anyone may gi t to a loved one. Keeping our values as a brand, our Christmas offer revolves around the innovation of technology, the new age of fashion, and the beauty of nature. Wanting to expand our marketed audience, we incorporated some entry level luxury products as well as limited edition holiday accessories. With this offer, we provide everyday accessories that may be easily added to any ensemble and allow our customers to carry a piece of our brand with them that represents their individuality.
FLAGSHIP STORE LAYOUT
LOCATION: TOKYO, JAPAN
CREATING AN EXPERIENCE Recognizing trends in the world of retail, we decided to make our store an “Experiential Retail Store”, deviating from the traditional brick and mortar store. Our New Arrivals will be the first thing our consumers see, with CGI video animations of the clothing, so consumers can get an idea of the movement of specific garments on pillars dividing each category. The idea of the store is to be as “Instagrammable” as possible. The store will feature quirky and industrial furniture and an “oasis” where customers can relax in massage chairs, surrounded by foliage, and enjoy a glass of champagne. Our stores will also offer personal tailoring for increased convenience. In the dressing rooms, we will offer the option to change the music in each room, as well as the lighting to make the experience as personal as possible.
Tokyo x New York Store
Paris x London Store
www.RAW.com