2019 - 2020
FA S H I O N M A N A G E M E N T
MO & Co
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INTRODUCTION
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Luming Chen
The project mainly focuses on designing new ready-to-wear collections for MO&Co. : MO&Co. 2020 a/w collection design, "Mountain is Coughing". A significant wildfire in LA in 2018 inspired this idea. The new collection will expand MO&Co. ’s overseas markets into New York and Los Angeles.
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The preliminary stage of the project was designed to investigate the characteristics of MO&Co., in which the marketing director of MO&Co. was interviewed for key information.
• Made in CHINA • Cool and Fun • Casual and random • Denim • Boy-Gal
Also, MO&Co. co-produces a charity T-shirt with the Red Cross, aiming to call for greater attention to the health of the earth’s climate and mountains. All the proceeds will be used to support the wildfire.
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COMPETITORS ANALYSIS
2016 2017 2018 MO&Co. STYLE
FA S H I O N M A N A G E M E N T
RESEARCH ON THE WHOLE EPO GROUP
Luming Chen
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2019 -
MO&Co. is one of the most important brands in the EPO group
PRIMARY RESEARCH
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interviewed the director of the Marketing Department of MO&Co. and conducted a primary research on the theme of promotion and marketing. Q: I find that MOCO‘s publicity and Campaign are both interesting and bold, but why are the display and products in stores more suitable for mature people?
MO&CO. BRAND DNA
A: In fact, MO&Co.’s main target advertising audience is 18 to 25 years old people, but the people who really pay for MOCO are 25 to 35 years old. The reason for this is that after MO&Co. promotes the brand to customers aged 18 to 25, the audience needs a certain period of time to know the brand. When people know and love MO&Co. from 18 to 25, they will go to MO&Co. for consumption when they are 25 to 35 or when they can afford it. Moreover, consumers aged 25 to 35 have a young mentality and love pop-culture, and their consumption ability is also in line with the pricing of MOCO. Therefore, 18 to 25 is the target group of publicity, and 25 to 35 is the main consumer group.
Q: What is the offline & online store distribution of MO&Co.? A: MO&Co. stores are mainly offline, 80% of which are offline stores. MO&Co.’s brand image is also promoted mainly through offline stores. Mo&co. already has direct-sale stores in all of China’s first-tier cities, while second-tier and lower-tier cities are usually dealerships. Although MO&Co. has entered many online shopping websites, Tmall flagship store and WeChat miniprogram are the most important online shopping platforms. WeChat applet is a direct e-commerce business operated by MO&Co.. Everything on the website is planned by MO&Co. itself. The target customers of WeChat applet are consumers with medium and high-level consumption ability. The sales volume of Tmall flagship store accounts for the majority of the online sales volume of MO&Co. , but Tmall is the dealer, and Tmall has its own team to manage everything of MO&Co. in Tmall. Tmall usually sells products not in the current season, but in the past season. Its products have a wide audience, uneven consumption ability of consumers, and its products are relatively mature and in line with public aesthetics.
2016 style Pr i n t s, s l o g a n , a n d e n j oy freedom. Jeans symbolize a sense of freedom, so there are a lot of clothes are designed with jeans as an element in 2016. MO&Co. also used M o n k e y K i n g a s a d e s i gn highlight, and Sun Wukong highlighted “Made in China”, showing the brand image of dauntless and indomitable.
2017 style The theme is romantic in rock , cool and rebellion. Most of the clothes are black, reflecting the cool girl feeling. In 2017, the rock style was popular, and MO&Co. seized this popular element to design. In 2017, there were many designs of leather clothes, which made the rock theme even more prominent. The style of Lingerie Look reflect
2018 style The theme in 2018 is “girls at work,” and the clothes reflect the characteristic of retro and independent women. More and more women are entering the work force, so women are in great demand for clothes suitable for work. In 2018, many of MO&Co. ‘s clothes are designed with shirts, pants and jackets. But unlike traditional shirts, suit and pants, M O C O ’s d e s i g n s w e r e m o r e
Q: Recently, many brands have started cross-border cooperation. Does MOCO have cross-border cooperation? A: MO&Co. cooperated with artists a long time ago. At that time, MO&Co. focused on products rather than marketing, and the response was not very good. Cross-border collaboration has suddenly become popular recently, with many brands focusing on marketing as a stunt. MO&Co. didn’t react quickly to the recent craze, but recently MO&Co. was also ready to collaborate with an artist named Christelle Kocher.
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2019 - 2020
Between 2016 and 2017, MO&Co.’s sales were up by nearly 30%, with sales of 2.9 billion in 2017. By 2018, MO&Co. has more than 3.0 billion in sales. MO&Co. has achieved a steady double-digit annual growth for 14 years, and stays the No.1 among the domestic contemporary womenswear brands.
Luming Chen
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CHARACTERISTICS OF MO&Co.'S TARGET AUDIENCE AGED 25 TO 35
MO&Co. CONSUMER PROFILE
FA S H I O N M A N A G E M E N T
ANNUAL SALES (RMB BILLION)
Characteristics of consumers aged 18-35: urban women, fashion conscious, middle and high class, white-collar, young people who prefer a neuter style, like oversized.
Portfolio
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CHARACTERISTICS OF MO&Co.'S TARGET AUDIENCE AGED 18 TO 25
MO&Co.’s clothes are mainly priced between $60 and $450. Average price: Spring/Summer – 150$ Fall/Winter – 220$
They are the new era women working in the city, white-collar, middle class. They are more mature than 18 to 25 year-old people, and pursue more mature clothing. They also like oversized clothes. Also, their consumption level is higher, and requirements of the quality of clothing are higher. They like to travel, and they like luxury cars, villas, champagne, everything that improves the quality of life.
Young urban woman who likes freedom, fashion, pop cultures and oversized. They like to dress up, arrange flowers, drink milk tea, go to pop-up stores, show themselves on social media, and like shopping, whether online or offline. They also like to go to nightclubs because they try to relax themselves in the stressful life.
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2019 - 2020
MO&Co. New York Marketing Plan and MO&Co.2019 a/w collection design: Mountain is Coughing
NEW YORK MOODBOARD
FA S H I O N M A N A G E M E N T
SALES CHANNELS
Research on New York and Los Angeles
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Marketing of MO&Co. in the United States：
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Luming Chen
Because MO&Co. already has a big market in China, MO&Co. wants to bring its products to New York and Los Angeles. Los Angeles and New York are both very prosperous places and fashionable pioneer, especially New York, where many shows are held. Los Angeles is another market to focus on because the ready-to-wear collection was inspired by a major wildfire in Los Angeles in 2018, so consumers in Los Angeles are paying more attention to our ready-to-wear collection and co-branded charitable t-shirts.
MO&Co.’s physical stores are mostly direct sales stores but few agents. Since if direct stores account for a large proportion, MO&Co. can easily convey a unified brand identity to customers. The stores are usually set up inside the mall as MO&Co.’s target consumer group is 18 to 35 years old, most of whom like shopping, it is very wise choice to set up stores in the mall. Also another reason for MO&Co. set up stores in the mall is that there are many people in the mall, so that they can increase their awareness.
The temperature in California is about the same as that in China, but it will be colder in New York, so this collection will have many thicker clothes. American consumers are bold and innovative in choosing clothes, so I will have bolder designs in this collection than MO&Co. before. MO&Co.’s target customers in the United States is people who are 20 to 40 years old and love pop cultures, compared to target customers in China. The target customers in the US is a little bit more mature than in China, this is because many people in the United States can not get pocket money from their family.
New York street views and target customers age 20-40
With now MO&Co. has 786 stores in China and 14 stores abroad. MO&Co. also joined Galeries Lafayette, Selfridges, Opening ceremony, DE bijenkort, and Lane Crawford which are the world’s top fashion shopping destinations.
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SALES CHANNELS-ONLINE
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Luming Chen
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2019 - 2020
SALES CHANNELS-OFFLINE
FA S H I O N M A N A G E M E N T
SIMILAR BRAND TO MO&Co.: MAJE
• Both style of MO&Co. and Maje are casual that highlight an open and bold personality. Both MO&Co. and Maje are mid-to-high-end brands, with prices ranging from $100 to $450. Also, MO&Co. and Maje target very similar customer groups of independent women between the ages of 20 and 40. • The biggest difference between MO&Co. and Maje is that MO&Co.’s clothes tend to be neutral and cool. However, Maje’s clothes are more feminine and are more prominent in female curves. • However, the clothes of MO&Co. and Maje are not very recognizable. They lack some unique elements. Therefore, I will put some unique elements of MO&Co. in the new collection, so that people can know it is the clothes of MO&Co. at a glance. For example, in this collection of clothes, I designed a slogan: MOUNTAIN IS COUGHING, not only the theme of the fire, but it also Increase exposure to MO&Co. clothing. Maje has a high popularity • in the world, and MO&Co.'s design style and target consumer group are similar to Maje, so MO&Co. can take Maje as a reference for marketing and promotion in the United States.
• The store of MO&Co. will be located in Dover Street Market New York (DSMNY). • DSMNY is a famous comprehensive buyer store in the United States, and a buyer store that accepts the emerging brand. The store design will carry out interesting interior design according to different brand identities. The brands in DSMNY include Supreme, Balenciaga and so on. MO&Co.’s store will be located on the same floor as Maje or on the same floor as their brands with similar styles and prices. • The reason why we only set up a store in DSMNY is that MO&Co. has just entered the American market, which can appropriately reduce the risk.。
MO&Co. will join Dover Street Market and neta-porter, two large and well-known shopping websites, with brands such as Maje and Acne Studios that are similar in style to MO&Co.. The main reason for choosing these two websites is that they are willing to promote some emerging brands. Target customers of these two e-commerce companies are millennials, which are more in
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MOOD BOARD OF THIS COLLECTION
• Authorities in California are still investigating what caused the blaze. Some experts point out that in the context of global warming, California has seen less rain this year, leaving its forests exceptionally dry. • This time the wildfire was particularly severe and lasted the longest. A total of 14,000 firefighters and dozens of large aircraft have been deployed to fight the blaze. But so far (November 19, 2018), wildfires are still burning in northern California. • There are many charitable organizations involved in the aid activities, they are the American Red Cross, the California fire foundation and the national fallen firefighters foundation and so on.
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Luming Chen
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2019 - 2020
• My inspiration came from a very serious wildfire in Los Angeles in November 2018. The wildfire has caused severe air pollution throughout the bay area. The sky is gray every day, and people walk in the thick smoke. • My college in the bay area had to close when MPH exceeded 200. For half a month, we never opened a window in our house, otherwise we have to wear 3M masks at home. • I was especially impressed by this wildfire, so I chose it as my theme.
INVESTIGATION INTO THE WILDFIRE
FA S H I O N M A N A G E M E N T
READY-TO-WEAR COLLECTION INSPIRATION
The key elements are fire pipes, barbed wire, yellow and orange velvet (as fire elements), fireman uniform and gas mask and so on. “The Mountain is Coughing” is actually calling for people to pay attention to the earth‘s climate and mountain health. “Mountain is Coughing” contains “Mo” and “Co”, and this slogan will be used in the final Collection.
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FABRIC INSPIRATION COLLAGE FABRIC 2
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Luming Chen
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2019 - 2020
FABRIC 1
FA S H I O N M A N A G E M E N T
SELF-DRAWN FABRIC INSPIRATION
The background of the fabric is the map of the fire in LA. The hot melt gun is used to melt the area where the fire happened in LA. Then the orange and red plastic pieces are melted into various shapes. Plastic pieces were then placed in the fire area to show the strength of the fire.
FABRIC 3
Make strips of reflective paper that correspond to the reflective strips on the firemen. The orange and red tubes fit into the fluorescent fireextinguishing tubes. The red and orange strings and yellow fluff in the grid create a sense of fire.
FABRIC 4 The red and orange tubes represent the fire extinguisher, the grid represents each unit that needs to be put out, and the red string represents the direction of fire continuation. The yellow and orange fuzz represents the fire.
The sense of fire was revealed by sewing on the grid with thickened wool to cover the area of the fire in the map. Yellow and orange fuzz creates the ferocity of the fire.
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2019 - 2020 Portfolio
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Luming Chen
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THE MOOD BOARD OF FIREMAN'S UNIFORM
FA S H I O N M A N A G E M E N T
FIREMAN’S UNIFORM INVESTIGATION
The firefighter's uniform is mostly orange and yellow with reflective strips, which are looser. The fabric usually consists of Aramid, Moisture barrier and Aramid felt quilted to Aramid fabric.
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MOCo. DESIGNED A CHARITY T-SHIRT WITH RED CROSS TO AID THE WILDFIRE
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Luming Chen
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2019 - 2020
MO&Co. CHARITY
FA S H I O N M A N A G E M E N T
FASHION DESIGN
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RED CROSS INVESTIGATION
This is a T-shirt that MO&Co. designed with the Red Cross, the theme is“Mountain is Coughing” This slogan is calling for people to pay attention to fire prevention and protect the environment. Interesting point of this t-shirts is that “Mountain is Coughing” contains “MO”& “Co” letters inside. Any income earned from this t-shirt will be donated to the Red Cross to help those in need during this wildfire. The t-shirt is available on MO&Co.’s website and at MO&Co.’s store in Dover Street Market New York.
*Fluorescent effect in the dark
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