FA L L 2 0 1 5 C O L LE C TION BY C L A R I C E WO NG
BRAN D 01. RE SE HISTO RY AR
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N.O.S.A (Never Okay but Surviving Anyway) is a streetwear based fashion brand focused on mixing urban and youth essence into its designs. It is a influenced by sportswear, youths of the ‘now’ generation. It has an outspoken, dysfunct and a non-fuss multifunctional fashion aesthetic. Clarice Wong is the Designer of the brand. Having inspired by her past exposure and cultural experience in urban cities she’s lived in, she has incorporated these elements into her design style.
BRAN D 01. RE IDENSE TI TY AR
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NOSA MEN’S LINE
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NOSA CAPSULE LINE
NOSA ACCESSORIES LINE
BRAN D 01. 01. RE SE RE SE CONS TR A I N TS AR AR
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IMAGE CONSTRAINTS
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MID-UPSCALE STREET X SPORTSWEAR
COMPETITION
POSITIONING
SECURITY
REACH
OTHER STREET/ SPORTSWEAR FOCUSED ON YOUNG ADULTS
SELECTIVE DISTRIBUTION CITIES THAT STREET-CULT PLAY AN IMPORTANT ROLE
MID-UPSCALE SHOPPING DISTRICT
CITIES WITH MAJORITY YOUNGSTERS INVOLVED IN STREET-CULT
C LI M AT E
4 SEASONS
MARKE TI N G MIX: P R O D UC T
NOSA MAIN LINE COLLECTION
MARK E TI N G MIX: PROD UC T
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QUALITY
FEAUTURE
DESIGN
PACK AGING
MID-HIGH TARGETTED TO STREET CULT ENTHUSIAST
HEAVY STREET CULTURE IN RELATION TO CURRENT HIPSTER TRENDS TOWARDS YOUNGSTERS
STREET CULTURE SPORTSWEAR YOUNG, HIP
BRAND LOGO
MARK E TI N G MIX: PROD UC T
PRODUCT
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NOSA MAIN LINE STREETWEAR SERIES
FA M I LY R A N G E
SIZE RANGE
RTW WOMENSWEAR MENSWEAR
S,M,L
TOPS, BOTTOMS, JUMPSUITS, DRESSES, OUTERWEAR
(mostly oversized designs, not necessary to have exact size)
MARK E TI N G MIX: PL ACE M E N T
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DIRECT DISTRIBUTION
INDIRECT DISTRIBUTIONS
ONLINE STORE
STREET WEAR STORES ONLINE DISTRIBUTORS INTERNATIONAL STORES IN MAJOR CITIES (USA, JAPAN, CHINA, AUSTRALIA)
MARK E TI N G MIX: PROM OTI O N
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Crush is a street cultured brand targetted to youngsters / hipsters. Social Media plays an important role in its promotion where youngsters are heavily influenced by role models they see online. Hence, facebook, facebook banners, instagram( by sponsoring bloggers with same style and hence same following group). Also as young hipsters are constantly taking the public transport system, advertisements banners of the latest seasons campaign in metro stations and bus stops sign could attract the crowd the brand is targetting to.
M A R K E TI N G MIX: PRICE Price range: 29USD(higher than usual) -UNIQUR designs different from typical streetwear brands hence the higher price point (as the brand stressed on individuality and one of a kind designs). Psycological: As its based on trending styles at the moment the price should be high before the item because a fad. Consumers will be motivated to buy even if the price is high as they would see it as wanting the ‘new- in stuffs’
P R O D U C T: M A RK E T S I TU AT I O N
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50% APPAREL
25% SHOES
25% BAGS
MARK E TI N G DEF INI TI O N Generic Market: Apparel Main Market: Sportwearwear, Streetwear Substitute Market: Activewear, Casual wear 3
Support Market: Upstream market - industrial, modeling agency, marketing (our own and from other influential bloggers and celebrities in the street scene), fabric, freights company, web designers, employees Downstream marketing- Distributors, end users
MARK E T E NVIR O N M E N T FIXED ELEMENTS
Climate: Winter Geographical: Urban, City Area: City, Central, shopping district: malls 3 E VO LV I N G ELEMENTS
Economical: Sporty, active and young hipsters reliant on parents high income Socio-culture: Street cultural, Sporty, Casual Nonchalance, very involved in the street scene or hiphop music
COMP E TI TI O N
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DIRECT
INDIRECT
SPORTSWEAR LABELS: T-Alexander Wang, Nike, Adidas
CONTEMSPORTSWEAR: Ralph Lauren, Tommy Hilfiger, Lacoste
Streetwear labels: HBA, MISBHV, SUPREME
SUBSTITUTE MARKETS
MAPPI N G High Price
Older demographic
Younger demographic
Low Price
STRENGTHS
WEAKNESS
- products are relative to up-to-date trends -strong street cultured audience -street lifestyle as a unique self expression
- Not for everyone (specific targeting young hipsters) - Not relatable to countries not exposed to street culture
OPPORTUNITIES
T H R E AT S
- Expansion into a more older line targeted to adults -Celebrity endorsements
- Other cheaper street stores -Target to young demographic so no stable income -Designs are based on trends that easily come and go
PESTEL: South Korea Political:
Economic:
Socio:
Techonological:
Legal:
-Strong political and economic support from USA -High degree of political violence in country with relations to North Korea -Strong foreigh relationships -Strengthening relations with the EU (2 major trading partner with EU after China)
-Due to strong economic reforms, country experience steady economic growth -suffers structural weakness due to stringent rules on imports and FDI which affects the domestic market and make it internantionally uncompetitive - Nuclear test conducted in North Korea creates uncertainty to investors leading to unstable markets
-High wage compared to neighbouring countries -Labour force are well educated -High literacy rate -Low fertility rate is a cahllenge for S. Korea ageing population -Rapid urbanization but low government funding on social welfare -Labour unions resistant to rising wage disparity
-Known for techonological innovation -Well educated workforce with well equipped infrastructural facilities -Favored destination for R&D -Most wired country for communications and internet facilities -900 R&D centers that include foreign participation -But over regulated governance and low cost competitive neighbour poses a threat to this country
-Judiciary based on US, German court systems -Juries are not present in trials -Tough law examinations - lack of judges -exclusive constitutional court, keeping check on government decisions and law making -member of OECD
Porters 5 force Bargaining Power of Customers - 40% Buyers are trend concious so they do not have the ability because they are willing to pay for items that are in trend. Also each piece is unique and one of a kind. What you see is what you get. Bargaining Power of Suppliers - 70% Unique pieces require one of a kind supplies which are hard to come by Threat of Substitute Products - 90% Consumers are constantly seeking for products that are in, so items are easily becoming a fad, consumers will seek for substitutes Threat of New Entrants - 60% Having have a steady amount of streetwear brands in the industry, the industry is all about culture and its an easy industry to break into Competitive rivalry - 50% Most streetwear have a common casual style to each product, wheres ours is focus on unique pieces that still relates to current trends which makes us stand out from the crowd.
Product Life Cycle
Introduction: Trend followers are quick to follow whats in the newest street culture and are motivated to be the fastest person to buy the new ‘it’ product. During this period, price point will be set high as easily the products will become a fad when a new ‘it’ trend comes up.
SEGME N TATI O N
MACRO
Young women(students) into street culture
MICRO
Geographic: Urban city Climate: cold, 4 seasons Lifestyle: Student, sporty, always aware of new trends, passion for street cult and music Economy: Young hipsters that have no stable income but parents have a high income