Aesop Home Extension

Home Collection 50% Trisha Bhavnani, 50% Chloe Magpayo

TABLE OF CONTENTS 1. History 2. Target Market Overview 3. Consumer Profile 4. Collection Preview 5. Brand Mood 6. Trends (Print & Color) 7. Collection Palette 8. Trends (Fabric) 9. Fabric & Color Inspiration 10. Fabric Collection 11. Collection Mood 12. Scope & Size 13. Competitors 14. Unique Characteristics 15. Price Points 16. Tech Pack Example

17. T&A Calendar 18. Line Sheet 19. Unit Assortment & 6 Month Line Plan 20. Manufacturer 21. Cost Sheets Examples 22. Branding & Packaging 23. Sample Piece 24. Documentation 25. Marketing Material 26. Window Display 27. Catalogue 28. Print Advertisement 29. Launch Event 30. Event Mood Board 31. Sources 32. Closing

HISTORY Aesop is a skincare and treatment firm based in Australia that has been highly successful in penetrating the Asian, American and European marketplace. In addition to skincare, Aesop also produces hair care, soaps and fragrance, with over 80 formulations. The unique development of the retail stores has been a key element of Aesop’s strategy for expansion.

As of 2017, the brand had over 183 points of sale across 50 countries. The brand is primarily recognized for its modern approach to branding and marketing. It avoids the use of traditional advertising or discounting and emphasizes on the design of its products, stores, events and overall minimalistic communication. Aesop has successfully expanded internationally due to its attention to holistic detail and user experience. Each store is designed by local architects who understand the environment and are considerate with the lighting, climate and streetscape , but also towards customers interaction with the retail spaces.

TARGET MARKET OVERVIEW Age Range: 25-44. Aesop’s price point is relatively high, which makes the brand more of a lifestyle choice. A brand that people in their mid-20s start looking towards as they get more serious on real skincare concerns, and are willing to pay for its quality and effectiveness.

Unisex: Unlike other beauty brands, the packaging and brand lends itself well to both men and women. This is also evident through choice of partnerships (Mr Porter x Aesop Kit). This is a strategic marketing tactic, as it is generally easier for a brand to target only females. However, Aesop does a great job at cross marketing to both genders.

An Organic Lifestyle: Aesop focuses on organic products, focusing on plant and herb based formulas. This lends itself well to consumers who desire chemical-free and natural-based products. These consumers are concerned about what they apply on themselves but also desire effectiveness and quality.

INDIA

Age: 24 Location: San Francisco, CA Occupation: Marketing Manager Annual Income: $97,000 Personality Traits: Organized, Eco-Friendly, Creative, Active Bio: India enjoys learning about other cultures as well as experiencing them. Her passion for traveling and sustainability go hand-in-hand. She enjoys participating in the local community and is an avid participant in beach clean ups.

EVAN

CONSUMER PROFILE

Age: 27 Location: Chicago, IL Occupation: Software Developer Annual Income: $120,000 Personality Traits: Determined, Environmentally-Cautious, Passionate Bio: Specializing in sustainable development, he is passionate and active in the community, striving for environmental awareness. Evan believes in all-natural and organic ingredients, as well as fair-trade. Hence, supporting brands that follow the same idea and code of ethics.

COLLECTION PREVIEW

BRAND MOOD

TRENDS: PRINTS & COLOR

HISTORIC MODERNISM

SOFT MINIMALISM

MINIMAL LINES

Riding the wave of nostalgia with the recent film resurgence, Historic Modernism takes deep pale shades of blue and green and mixes it with rich browns, golds, and yellows.

Following a mostly dark palette, Historic Modernism balances it out with colors that reflect light well.

Soft Minimalism is based on various whites, grays, and browns.

With small pops of light yellow and baby blue, soft minimalism gives off a cozy yet organized aesthetic.

This trend will be popular with the Gen Z and Millenial generations.

Soft Minimalism is precisely clean.

This trend harps on minimalism and a Japanese-esque aesthetic.

Extremely thin lines and imperfect line width come into play with some of these fabrics under this trend. At times this fabric from afar does not look like a pattern, instead of a solid color.

COLLECTION PALETTE

TRENDS: FABRICS

TEXTURED LINEN Composed of rich textures and rustic waves, this updated linen works for transitional seasons as well as fall/winter 19. Composed of blended compositions, this trend achieves sustainability with the addition of natural wool or sustainable viscose.

CORE JERSEY

BRUSHED SOFTNESS

A modern take on the basic jersey. Elevating the classic with regenerated cellulosics such as Tencel and Model for a soft handle.

Has natural, organic, and recycled qualities. Mixed with with recycled cotton, recycled elastane, or recycled polyester.

This trend is of loftier constructions, subtle patterns, and brushed softness for that cozy feels. May have discreet yarn interest which adds new visual effects. Makes use of soft airy yarns or lofty acrylic blended with silk or polyester.

FABRIC & COLOR INSPIRATION

FABRIC COLLECTION OATMEAL TACTILE LINEN

* 100% Linen *Gray * Smooth & Slabbed Texture * Soft & Comfortable * Breathable *Thin with a medium weight *Slightly translucent & may require a lining.

ITALIAN GRAY & ROYAL BLUE KNIT

* 100% Wool *Blue & Gray * Chunky wool fibers that are loosely knitted. * Thick and with a medium weight * Fuzzy warm hand with a flexible drape *Opaque & does not require a lining

WHEAT CHUNKY KNIT WOOL

* 100% Wool *Brown * Extremely textured * Looped wool yarn for softness & tactile *Flexible drape with a 4-way stretch * Opaque *Insert lining if needed

OATMEAL LINEN KNIT

* 95% Linen 5% Spandex *Beige & White * Soft & extremely flexible * Opaque & Medium Weight * Relaxed drape * Breathable

SILVER ORGANIC STRIPED JACQUARD

* 100% Polyester * Brown & Yellow * Light & Airy that has flexible properties * Drapes Easily * Crisp and Textures

LIGHT GRAY FUZZY WOOL KNIT

* Wool Blend * Gray * Extremely soft with a fuzzy hand * Stretched along the weft with a sturdy drape * Slightly transparent *Lining as needed

HEATHERED NAVY

* 100% Cotton stretch jersey *Blue * Very Soft Woven * Fluid Drape * Slightly translucent * Lining as needed * Modest amount of stretch in the weft but no stretch in the warp.

SUNBRELLA DIP DYE CHICKADEE

* 100% Cotton * Biege, White, Gray * Durable, Softer with time, Tactile * Soft hand whilst remaining durable * Refreshing *Modern Layout * Medium-weight *ALL POLYESTER IS P.E.T

COLLECTION MOOD

SCOPE & SIZE • Pillows -Sleep Pillow (Rectangle - King Size) -Sleep Pillow (Rectangle - Queen Size) -Small Decor Pillow (Square - Small) -Small Decor Pillow (Rectangle - Medium) • Throws -Printed -Single Color • Bedding - Comforters -Printed (King Size) -Color Blocked (Queen Size) • Bedding - Blankets -Printed (King Size) -Color Blocked (Queen Size)

=10 Product Collection for Aesop Home F/W 2019

COMPETITOR: MUJI Muji is a Japanese retail company that sells a wide variety of household and consumer goods. Muji is well known because of its minimalistic design and emphasis on recycling, as well as low-waste and sustainability initiatives. The company believes in minimal packaging and a “no-brand� policy.

Muji Home features a variety of soft furnishings, home decor and furniture which aim to provide the freedom of mix and match according to different environments and lifestyles. Muji Home believes in clean and organized designs so that your space can be comfortable to live in.

Muji Home will be a direct competitor with Aesop’s home collection as both brands follow a similar approach towards sustainable living and production. Both brands are recognized for its minimalism and hence, will be directly competing towards the same group of consumers.

COMPETITOR: NORDIC KNOTS Nordic Knots is a Swedish company that began based off three people’s passion for design, entrepreneurship and their home country. The brand is soley dedicated towards home decor and interior design and is inspired by the classical architectures of Stockholm. Simplicity is the brand’s overall approach to design, making each product adaptable to any room. No matter the size, pattern or color, they’re designed to look great together.

Similarly, to Aesop and Muji, Nordic Knots also follows the concept of minimalism. Therefore this company also classifies as a competitor.

Nordic Knots focuses on the production of rugs but believes in making use of natural fibers and following a sustainable production process.

Therefore, this company is also in line with the same consumers as Aesop and Muji.

UNIQUE CHARACTERISTICS • Aesop is famously recognized for their modern approach to branding and marketing.

• Avoids traditional advertising and branding • Builds recognition through minimalistic communication • Attention to holistic detail and user experience • Each store is designed by local architects who understand and learn about the environment of the new location the store is being placed at • Considerate and focus on the lighting, climate and streetscape • But above all, how customers will interact with the retail space • Environmental design - resourceful materials with minimal environmental impact • Participant in the local community • Plant-based and organic ingredients and formulations

PRICE POINTS Square Pillow 20 x 20” $38

Woven Blanket 90 x 90” $120 Knitted Blanket 142 x 92” $105

Collection Price Range: $ 32-180 Breakdown: Decor Pillows: $32-$38 Sleeping Pillows: $42-$48 Throws: $52- $70 Comforters: $165-$180 Blankets: $105-$120

Square Pillow 15 x 15” $32

Throw Blanket 65 x 50” $52

Queen Size Pillow 15 x 15” $42

Woven Comforter 110 x 96” $165 Tufted Comforter 92 x 96” $180

Throw Blanket 65 x 50” $70

King Size Pillow 30 x 20” $48

T&A CALENDAR

Style: #140019 D2: 9/25 Cost: $49.50 Retail: $165

LINE SHEET

Style: #140013 Cost: $13.44 Retail: $42 D2: 9/25

Style: #140011 Cost: $12.16 Retail: $38 D1: 8/31

Style: #140014 Cost: $15.36 Retail: $48 D1: 8/31

Style: #140012 Cost: $10.24 Retail: $32 D2: 9/25

Style: #140015 D1: 8/31 Cost: $16.64 Retail: $52

Style: #140020 D1: 8/31 Cost: $54 Retail: $180

Style: #140018 Cost: $42 Retail: $105

Style: #140016 D2: 9/25 Cost: $35 Retail: $70

Style: #140017 D1: 8/31 Cost: $48 Retail: $120

D2: 9/25

UNIT ASSORTMENT PLAN & 6 MONTH LINE PLAN

BRANDING & PACKAGING

Home Collection

SAMPLE

DOCUMENTATION

MARKETING MATERIAL

INSTAGRAM

TWITTER

MARKETING MATERIAL

WEBSITE

MARKETING MATERIAL

WINDOW DISPLAY

CATALOGUE

COVER

SPREAD 1

SPREAD 2

come home 08/03/19

SPREAD 3

BACK

PRINT AD - MAGAZINE

LAUNCH EVENT Brief : During this event, Aesop will launch its home collection at a loft-style collaborative space called HERE. Guests will be able to enjoy cocktails while testing out the home collection. Products will also be made available for purchase in a limited quantity.

When: August 3, 2019 (Saturday) Where: HERE, 9 Harris St, Pyrmont NSW 2009, Australia Time: 2:00 PM to 6:00 PM Budget: $40,000 Attire: Cocktail / Semi- Formal Additional Info: Aesop will have its regular merchandise on display and for sale at the venue. This event is also invite only, including press. Guests will also take home little Aesop gift bags inclusive of trial sized products & the home catalogue.

come home

08/03/19

9 Harris St. Pyrmont

EVENT MOOD BOARD

SOURCES https://www.pacificcoast.com/blog/pillows/pillow-sizes-guide.html www.aesop.com www.paliwalhomefurnishings.com www.panjiva.com www.wgsn.com www.mockupworld.co www.pintrest.com www.instagram.com www.twitter.com www.muji.com www.nordicknots.com

THANK YOU!