THE LABEL by CHRISTINE PAN
2
P O S I T I O N S T AT E M E N T
TINE
3
4
TINE +
+
+
- updated 19 June 2016
+ unique personal brand : TINE about the brand target market label identity inspiration design principles philosophies s.w.o.t analysis strengths & weaknesses opportunities & threats competitors future directions
TINE
5
TINE: UNIQUE PERSONAL BRAND
6
UNIQUE PERSONAL BRAND: TINE
feel something
TINE
7
TINE: UNIQUE PERSONAL BRAND
8
UNIQUE PERSONAL BRAND: TINE
TINE
9
TINE: UNIQUE PERSONAL BRAND
10
UNIQUE PERSONAL BRAND: TINE
ABOUT THE BRAND TINE is an edgy, high-end creative contemporary womenswear ready-to-wear brand by designer Christine Pan. Using quality natural and high-tech synthetic fabrications, TINE aims to create simple, distinctive yet coveted womenswear pieces.
TINE
11
TINE: UNIQUE PERSONAL BRAND
12
UNIQUE PERSONAL BRAND: TINE
TARGET MARKET
She enjoys beauty- upholding elegance, nature natural sophistication, elegant wear for dinners, for around the $150 mark
The label is designed for the 23-39 year old female. She is cultured, creative, intellectual, interested in art, society and history. She is socially-aware, efficient, has a stable job and is interested in elegant garments which will make her stand out as an individual, yet can also be corporate. Using artists and designers as muses, TINE creates high-end fashion garments using quality fabrics and sustainable practices.
She is graceful. She is poised.
TINE
13
TINE: UNIQUE PERSONAL BRAND
live
14
UNIQUE PERSONAL BRAND: TINE
live
TINE
15
TINE: UNIQUE PERSONAL BRAND
MUSES
Miranda Kerr
16
Grace Kelly
UNIQUE PERSONAL BRAND: TINE
Zoe Saldana
Blake Lively
Rose Byrne
TINE
17
LABEL IDENTITY
18
dream big
TINE
19
20
LABEL IDENTITY
cherish it
TINE
21
LABEL IDENTITY
LABEL INSPIRATION Looking to architecture for inspiration, the 1934 Penguin Pool perfectly encapsulates the essense of the label, TINE. Its simple, elegant coil has skillfully rendered the design with upmost originality, being both functional and aesthetic. Translating to the personality of the brand, the label is humble and modest about it’s own talents. There is no pressure to conform yet does not scream individuality or difference for the sake of being different. It is balanced, minimalist and suitable. It is characterised by its attention to detail, conceptual undertones, self-awareness and is commanding because of it. + Label Colour: Pale Yellow + Monochrome It is: -a subtle sweet burst of sunshine -suggests intellect, logical imagination, social energy, organisation, honour, loyalty, clarity, understanding, mellowness, confidence, wisdom, weakness, curiosity -calm, cheerful, moderated, joyous
22
LABEL IDENTITY Berthold Lubertkin Penguin Pool 1934, London Zoo. Engineered by Ove Arup
“
Unless we have a ‘mission’ - and I don’t like the word - but something ‘higher’ to strive for - and I don’t particularly like that expression either - but unless we feel that we have a special contribution to make which our very size and diversity and whole outlook can help to achieve, In his own words:
”
I for one am not interested. -Ove Arup, from the Key Speech
TINE
23
24
make a move
TINE
25
LABEL IDENTITY
LABEL NAME: THE INSPIRATION TINE is created from the designers name, Christine Pan. It follows the need for a distinctive yet simple company name to represent a distinctive label, with a simple design aesthetic. TINE also has a definition: tine (tain) —n 1. 2.
26
a slender prong, esp of a fork any of the sharp terminal branches of a deer’s antler
The style: -minimalist philosophy -architectural -luxe-inspired -sexy -subtle -modest -clean -crisp -elegant -feminine -demure -sleek -delicate
28
DESIGN PRINCIPLES Forward thinking, directional (taking inspiration from architecture, artists, designers, graphics, history, philosophy, culture and society). The label is surprising, creative and engaging. It is conceptual and intelligent. Compassionate (for environment, freedom and openness, design). It features a high attention to detail. Self-reflexive (like art movements surrealistic, dada, modernist, abstract expressionism), socially aware. Intimate & personal (clothing as an extension of the self) yet authoritative. Modest, honest and sustainable; NOT fast fashion. It is contemporary, transparent, austere, minimalist. It draws reference to Adolf Loos’ modernist architecture, unadorned and essential. Skilled artistry, effortless and logical design. Focus shifts from ornament to a consideration of lines, shades, proportions which underpins garment design values in quality make and fabrics. TINE
29
LABEL IDENTITY
LABEL PHILOSOPHIES To maintain a key player in the industry, the label must continue to innovate and diver sify. The label commits to quality and ethical operations. Unique products in fabric, colour and cut at a premium price adds value; whilst not following market trends but is mindful of its direction. TINE responds to contemporary fashion and keeps in touch with the lives of its target market. It will initially uses available fabrics sourced within Australia, China and embellishments from India but differentiates from other labels through colour and cut. With plans to develop its own unique fabric prints and finishes in the next 5 years to keep up with current technologies in textile product, the label will sustain its identity as forward thinking. A quality and eco-aware product: garments feature style, durability and comfort. Other developments include minimal waste-cutting, eco-friendly dyes, durable finishes; wash-fast; emphasis on exclusivity, allows small runs at higher price points. Leathers, silks, natural fibres, synthetics in beautifully finished, elegant designs.
30
TINE
31
SPACE ENVISIONED
32
SPACE ENVISIONED
enrich
Bill Henson
TINE
33
S.W.O.T ANALYSIS
34
S.W.O.T ANALYSIS
OPPORTUNITIES AND THREATS What Problems does you business help them to solve? In acknowledging the current market opportunities and threats, TINE reponds to the need for creative, eco-conscious garments of superior quality in fabrics and make. It offers elegant, stylish and intellectual feminine ready-to-wear garments. In the contemporary scope of cheapening fabrics and bad fit, this label is refreshingly affordable yet committed to quality in comparason to its competitors. benefits for customers: -refined quality in fabrics and cut -quality at affordable prices -contemporary minimalist yet references modern architecture
Left: Nirrimi Harkanson, 2010
TINE
35
S.W.O.T ANALYSIS
36
S.W.O.T ANALYSIS
ASPIRATION:
INSPIRATION:
Sass and Bide Theory Acne Assin Toni Maticevski Zambesi Scanlan and Theodore Therese Rawsthorne Max Mara Ansdorf Yeojin Bae Antipodium Vanessa Bruno Topshop Asos Gorman Minkpink
LAVIN PRADA Valentino Victoria Beckham Chanel Bally
TINE
37
S.W.O.T ANALYSIS
POINT OF DIFFERENCE: How will the label stand out against them? The difference is this label will be creatively distinctive, exclusive yet very commercial at affordable price points: -sustains a strong brand identity based on conceptual and intelligent design aesthetic -possesses a label inspiration that is personal to me and therefore will be different to what’s currently in the market. Develops close ties between fashion and architecture -offers selling point of a great range of fabrics and individual design aesthetic -focuses on intimate, personal service and clever marketing -delivers covetable items which locates the zeitgeist amongst creatives
38
S.W.O.T ANALYSIS
TINE
39
S.W.O.T ANALYSIS
40
TINE