Seen by : Giorgia Domine Debora Ferrara Jojo
MOODBOARD
“Our greatest achievement is to dress every man, not only with the finest fabrics and Italian lifestyle, but with a quality, sophistication and prestige enclosed in the tradition of the island of Sicily.�
BRAND VISION
BRAND MISSION
“The major strength of our brand is in the talent of the best Sicilian artisans, with decades of experience in the world of made to measure. The vast choice of fabrics is the result of research and selection of the best fabrics produced exclusively in Italy. Product design is synonymous with concreteness and innovation. The latter is also reflected in the relationship between tradition and technology that the brand unites, explores and offers to its public. To offer a complete experience, Mastre welcomes its customers in a popular yet sophisticated climate, that of Mastre Cafe’. The aromas, the dishes and the green inside the refined local, bring back to Palermo and to the Sicilian culture, earth of origin of the brand.
BRAND PHILOSOPHY
The craftsmanship together with the wise dosing of fabrics and shapes make the Mastre brand a power in the world.”
BRAND MISSION/PHILOSOPHY
“Mastre is strongly connected to the Sicilian sartorial tradition. Our task is to pass on the know-how of our land from generation to generation, adopting an ethical behavior and paying attention to sustainability. Mastre product are made with care and passion in the historical city of Palermo, in the island of Sicily. Attention to detail, high quality fabrics, respect and control of manufacture are some of the strongest values in which we believe.”
25/60 yo Contemporary urban Hipster professional. A dandy business man who loves details and aesthetic. The hipster style is instead an ongoing revisit between classic apparel and current trends, along with endless eclectic matches made of tailor-made cuts and showy color mixes regarding pocket-squares, ties, socks and vests. Whence the tailor-made suit, even in serious colors like grey and dark-blue, can be matched with daring up to date colors while keeping its undisputed elegance intact, the elegance able to enhance the male presence.
CUSTOMER TARGET
In the movie, Servillo brings out an impeccable wardrobe signed by Attolini, one of the most famous and ancient Neapolitan dressmakers. The Oscar victory in March 2014, has done nothing than amplify further the enthusiasm towards this way of dressing. Italian men’s tailoring has always been one of the first in the world for quality, tradition, attention to details and innovation.
Toni Servillo in “The great Beauty”.
HISTORICAL DATA / ITALIAN ROOFS
SARTORIAL MENSWEAR
The real explosion of the sartorial phenomenon not only in Italy but internationally, has a very precise starting date: the year 2013, when the movie “The great beauty” of Paolo Sorrentino was launched, starring Toni Servillo, Sabrina Ferilli and many other Italian actors in cinema and theatre.
In the 1930s, Naples was one of the most elegant cities in Italy. The Neapolitan taste of dressing, result of a miscellany between English style and French and Spanish ancestry, it was in fact already known throughout Italy. In the same year, Vincenzo Attolini designs, cuts and sews a jackets never seen before: a garment that has become a paradigm of refinement in the nineties. The most important aspect of the brand is undoubtedly the tradition, craftsmanship and transmission of the Italian know-how. Each item is completely handmade in the Casalnuovo tailor shop, just outside the door of Naples. It takes 30 to 33 hours to make a suit. 130 the tailors at work every day, each one dedicated to the execution of a single passage. Perfectionism absolute. Today Attolini has got eight retails all over the world, of which just three in Italy, two in Milan and one in Naples. The web page of the brand shows with meticulous care every detail of the product created by Attolini. On the website it’s possible to find an e-boutique for the online purchasing.
1930 - TODAY HISTORICAL DATA / ATTOLINI
1 CHOOSE
The first step is the choice of fabrics, in a catalogue containing more than 100 refined and totally made in Italy fabrics. With a small addition, customers will receive at home a 5-swatch kit online, in order to touch and decide the best fabric. After the purchase, they will receive a discount code of the same value that they will be able to use for their next purchase.
2 CUSTOMIZE Lanieri.com, founded from Simone Maggi and Riccardo Schiavotto in 2011, is the first Italian e-commerce dedicated to men’s elegance, in a perfect combination of technology and tradition. Online you can choose from the finest Italians fabrics and create your own tailored garment in just a few clicks, fully packaged in Italy from Italian hands and free delivered at home. On the website everyone could follow three easy steps.
HISTORICAL DATA / LANIERI
The second step is the customization. Customer are able to create a unique garment choosing among a wide range of possibilities (35 buttons, 26 linings, 9 collars, 16 pockets, 12 waistbands and 7 cuffs).
3 MEASURE
The third and last step is the measuring. It’s possible to do it online, just take measures while at home following the instructions of Lanieri’s video tutorial, or live, thanks to the help of a Style Advisor directly in the store.
1878 - TODAY
The brand, born in Naples in 1878 by the Scottish Michele Gutteridge, has always been synonymous of elegance and sartorial quality. The excellent unique tailoring manufacture, the quality of the yarns and the strong attention to details characterize Gutteridge & Co brand. With attention to the smallestparticulars, the over 60 Italian Gutteridge boutiques reflect the full value of the heritage and elegance of the Neapolitan Anglo brand. The retailers are designed for a warm and welcoming environment characterized by refined and exclusive furnishings that represent their strong point. The e-commerce offers a wide range of garments, accessories and fragrances to pick up from. Great importance is also given to the linen garments and “the corner of the occasions�, where customers can find excellent quality garments at discounted prices.
HISTORICAL DATA / GUTTERIDGE
Signature
Mastre brand was born in Sicily, precisely in Palermo, by three fashion designers girls. The Italian name "Mastre" is the feminine, plural of "mastro", it means “craftsman�. In Sicily "mastre" is used, in dialect, to indicate the most charismatic, wise and capable personality, within a tailor atelier. She is usually the oldest person who hands down his tailoring secrets from hand to hand, keeping a cultural baggage of enormous value. The logo, present in both the positive and negative versions, is made up of a graphic sign, the brandmark, and the logo accompanied by the geographical origin of the brand, Palermo. The brandmark is composed by a modern and minimalist style hanger, which remembers to the gables of the Greek temples, scattered throughout Sicily. The logo uses the Dream Orphans regular font, it presents serif but remains contemporary. For the geographical origin is used a sans serif font, an Orator St Medium, as neutral as possible.
BRAND SIGNATURE
Brandmark
Logotype
DREAM ORPHANS regular DREAM ORPHANS DREAM ORPHANS DREAM ORPHANS 123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Negative
ORATOR ST MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 Positive
BRAND SIGNATURE
The label is generally made of silk or recycled fiber. It is almost always accompanied by a personalized label in which the name and surname of the customer is hand written. The label can be placed in different parts of the garments, and depends on what kind of product it is, for example in the jacket is placed between the lining and the fabric in the back, or under the inner front pocket. In the shirt, the brand can insert customizations or the logo through tapes that support the buttonholes and buttons. The seam to fix the label is a distinctive brand element because the thread is made from a particular fiber derived from the peel of oranges, produced by Orange fiber, a Sicilian hi-tech company.
LABEL
The hangtag proposed by the brand differs in the two opposing worlds included in it: the Ready-to-wear and the made to measure. For the first category, the hangtag is composed of a recycled cardboard label on which the brand logo is shown on the front. On the back there are all the information related to the garment: the price, the model number, the composition and all the washing information.
HANGTAG/READY TO WEAR
1 READ IT
Sophisticated, classy and recyclable. These are the adjectives that best describe the 100% silk hangtag of Mastre made to measure world. The logo, composition and washing informations are printed with an elegant white italic font on the fabric, carefully folded and stretched so as to be flat. The folded fabric is contained into a small transparent paper bag and tied to the suit by a cord. On the label is also indicated a sentence that emphasizes the craftsmanship of the garment.
HANGTAG/MADE TO MEASURE
2 KEEP IT
Once the care information of the garment is read, tearing the Orange thread seam that closes the paper bag, it is possible to extract the silk handkerchief.
3 WEAR IT
The folded fabric can be reused and worn as a jacket pocket. The numerous patterns make it a precious and unique accessory, to be kept and worn on special occasions.
BESPOKE
- Customization options - Sartorial shirt - Knitted jumper - Men casual suit - Men office suit - Men ceremony suit
RTW
- Customization options - Tie - Socks - Bow tie - Pocket square - Knitted jumper
MADE TO MEASURE
READY-TO-WEAR
PRODUCT CATEGORIES/MENSWEAR
The packaging offers different variations based on the collection and the product purchased. Totally in the shop there are three proposed variants. For ready-to-wear, Mastre offers a recycled carboard package that can be opened on one side. The brand logo is printed on the front of the package, inside which the item is placed. A simple aesthetic that still respects one of the brand’s most important values: sustainability. The made-to-measure packaging is elegant and minimalist. It has the same shape as the ready-to-wear package, instead that the cardboard is black and thicker, and the logo is printed in white on black. These two colors have been chosen because refered to a classic elegance. Before being carefully placed inside the box, the custom-made garments will be wrapped in a tissue paper on which the logo is printed all over, to protect them and avoid creases that would rub the fabric. Finally, smaller white cardboard packages, divided into several compartments, will be used for accessories (ties, cufflinks, bow ties, socks). The logo, in black, is printed on the front, in the center of the package.
PACKAGING
Mastre follows the policy according to which each garment, due to its structure, shape and attention to details, knows how to speak of itself independently. The goal of the brand is to create an identity so strong as to make a Mastre suit immediately recognizable compared to any other. For this reason, the brand does not feel the need to expose the logo too clearly, on the contrary, this represents a small touch on the garment: refined and meticulous. Greater importance is given to the customer in which, in the made to measure, his last name preceded by “Sig.” (abbreviation of “Signore” in italian, it means “Sir”) is indicated on the label of the garment.
BRANDED GARMENTS
PRICE Sartorial shirt Knitted jumper Sartorial jacket Velvet trousers
$450.00 $2300.00 $2420.00 $670.00
COLORS
FABRICS Sartorial shirt Oxford Cotton Extra White $ 32,00/MT Sartorial jacket Gabardine cotton-linen $39,00/MT.
OUTFIT 01/PRICE COLORS FABRICS
Knitted Jumper Velour Cashmere Natural melange $69,00/MT Sartorial trousers Corduroy Visconte Di Modrone Black $ 40,00/MT
PRICE Sartorial shirt $450.00 Casual suit, Bespoke $3500.00 Tie & Pocket square $220.00
COLORS
FABRICS Sartorial shirt Oxford Cotton Extra White $ 32,00/MT Sartorial casual suit Galles Wool Tortora $ 49,00/MT
OUTFIT 02/PRICE COLORS FABRICS
Tie & pocket square Shantung silk Turquoise $39,00/MT
ATELIER BRUSSELS CHAUSSÉE DE VLEURGAT
ATELIER NEW YORK
ATELIER LONDON SAVILE ROW
SOHO
ATELIER BEIJING JINGHUA N ST, PARKVIEW GREEN
FLAGSHIP ATELIER PALERMO VIA DELLA LIBERTA’
STORE LOCATOR
Each store will be located in a city that represents a strategic point for men’s tailoring, starting from Palermo in Via della Liberta’, the flagship atelier of the brand. followed by Savile Road in London, fulcrum of the English tradition. And then the rich and vibrant city of Brussels, the young district of Parkview Green in Beijing and finally New York, where the men’s tailor, highly influenced by the European one, is alive and strong.
The entrance of the store is bright and luxurious. The shop has a spacious display case that shows the items from the inside, stimulating the customer to enter. The signage is composed of a white panel on which the brand logo is written in black characters. Moreover, applied on the floor, the logo is flanked by the hashtag #mastreisforgentle, which the brand uses on its Instagram page.
STORE SIGNAGE
The Palermo flagship is divided into three areas, each of them designed and organized in order to give an unforgettable experience to each customer. The entrance overlooks the Mastre Cafè, a spacious and comfortable place, where you can find people who share your same aesthetics and your lifestyle, where to stop for a short break or a little longer pause. Among the welcoming space, decorated with many green plants to recreate the cheerful and home-like climate of Sicily, it is possible to taste dishes and desserts typical of the traditional cuisine.
3
4 5 2 1
SHOP FLOOR PLAN
On the left of the Café, there is a large area dedicated to Ready-to-wear. Immediately at the entrance it is possible to see the current year’s cruise collection, who bring fresh air to the brand. In this area all the garments are impeccably displayed on the shelves. You can also find a relax area and three wooden counters where customers can see better the garments. In the Ready-to-wear section there are two traditional dressing rooms, plus three super-technological dressing rooms equipped with hi-tech mirrors thanks to which it is possible to wear garments that may not be present in the store. Exclusively by appointment, it’s possible to access the section dedicated to made to measure (on the right). The customer will be welcomed by the concierge who will guide him along the complete choice of his suit, conceived as a sort of journey inside the retail. At first, the customer will be seated on a sofa (1): he will have to fill on a tablet a sort of questionnaire thanks to which it will be possible to learn more about his tastes, lifestyle and any details/customizations to propose to him. Second, the customer will choose the model that suits him (between casual, ceremony, office), looking at some of them already exposed (2). The client will then be accompanied by a specialized professionist who will show him the various customizations and variations (3) between which the customer could choose. At this point, the dressmaker will take the various measures to the customer (4), let him try some ready-made models. Then a second appointment will be set for the dress test (5). To speed up the process, the customer will not have to pay anything directly in the store. The concierge who followed him will send an invoice directly to his email address. In this way, the customer will immediately feel a close trust relationship with the brand.
The customers have the opportunity to choose, both online and directly in person in one of the stores, every detail of their garment, from the fabric to the buttons. Menswear expert tailors will guide the customer along the way, advising him every detail best suited to his refined tastes. Each client will have the opportunity to customize the garment at will by adding unique and personal details. Moreover, the made-to-measure service of the brand is the ultimate sartorial experience. Through the made to measure service, discerning clients can create at custom suit through a private one-on-one appointment. The master tailors at the brand atelier devote weeks of craftmanship to cutting, constructing and finishing each piece suing exquisite materials from the world’s finest mills.
INDOOR CUSTOMER’S EXPERIENCE
1
Type of suit, shirt, jumper, trousers, tie, bow-tie, pocket square & socks.
2
Fabrics: materials, colors, eco-friendly, thickness.
3
Prints: placement, motif, colors, micro/macro allover.
4 5
Buttons: colors, size, materials.
6
Slots: type (milanese, napoletana, siciliana), colors, threads.
7 8
Lining: fabrics, colors.
Seam: threads, thickness, colors.
Personal customization: initials, signature, first name, second name.
CUSTOMIZATIONS
CASHMERE DOUBLE $190,00 /Mt
JERSEY CASHMERE $179.00 /MT
COTTON SILK WOOL $49,00/MT
PIQUET COTTON $28,00 /MT
WOOL TARTAN $49,90 /MT
Selection of fine knit fabric (jersey) 100% cashmere: soft, soft and very warm Suitable for packaging: capes, stoles, dust coats, cardigans, dresses, skirts, interiors for leather and fur garments, etc.
Very precious summer fabric, from the special composition soft, comfortable, light, silky and matt, light blue color with light weight and melange. Suitable for: pants, shirts, jackets, dresses, bermuda etc.
Piquet 100% sanforized cotton. Very soft and precious cotton with “Millerighe” implacement. Suitable for shirts, dresses, etc. The sanforization is a textile finishing treatment carried out able to increase the dimensional stability of the fabric when it is washed. When it is washed, it will undergo zero or lower shortening compared to one made with non-sanforized fabric.
Piquet 100% sanforized cotton. Very soft and precious cotton with “Millerighe” implacement. Suitable for shirts, dresses, etc. The sanforization is a textile finishing treatment carried out able to increase the dimensional stability of the fabric when it is washed. When it is washed, it will undergo zero or lower shortening compared to one made with non-sanforized fabric.
LEADFORD WOOL $59,00 /MT
CADY 100% POLY $27,00 /MT
VELVET TEDESCO $45,00/MT
RIBBED VELVET $33,00 /MT
GABARDINE $39,90 /MT
100% Tasmania wool Precious wool tasmania double wheeled, light, bright and elegant. Suitable for: dresses, pants, jackets, ceremony, dresses.
Cady 100% Polyester Petroleum. Cady with crep processing, opaque from a side, polished from the other. Average, soft and unmissable weight. Suitable for: dresses, jackets, pants, skirts, tailleur etc.
84% Cotton, 16% Modal. Smooth velvet high quality non cable. Suitable for clothing and/or furniture.
Velvet ribbed, 1000 stripes, tobacco. 95% Cotton 5% Elastan. Classic velvet, slightly stretched, consistent. Suitable for: pants, skirts, jackets, man/ woman etc.
The precious quality of the pure cashmere double-face fabric enhances the shape of new informal and unlined coats. Soft, silky and enveloping, the double fabric is the result of a craftsmanship that combines two layers of precious fabric; the loom processing creates a double and at the same time soft fabric with refined qualities: the noble fibers of cashmere combine to offer an extremely smooth, soft texture. compact and silky; for a result, very warm and pleasant to wear.
FABRIC ARCHIVE
85% Cotton 15% Cashmere. Gimossato “super finecotton and cashmere” stock. Gabardine in cotton and cashmere, consistent, velvety, comfortable, mat with maltino effect. Ideal for those who are allergic to wool. Suitable for dresses, jackets, pats, etc.
The MEC line is an interactive transparent digital signage display thanks to Intel’s Concept and partnership for the retail and public sectors. Its current offered sizes range from 46” all the way to 55” as we are also working with LG and Samsung on getting larger screen panels implemented for the POS and POP markets. In the meantime, we are able to join screens together for larger displays and for store fronts.
DIGITALIZATION
TRADITION
In the table on the side, it is shown the various competitors we have researched within the made-to-measure market and their positioning divided into tradition/innovation and mass market/ exclusivity.
MASS MARKET
ECLUSIVITY
The Mastre brand is concentrated on a more restricted market of people, and its approach to new technologies makes it the most innovative brand. Among the brands most linked to tradition we find Gutteridge, destined for a wider market, and Giorgio Armani, a fundamental ring of Made in Italy fashion in the world since 1975. Among the most innovative brands we find Lanieri, a young but careful brand in exploiting the web operating field for the creation of a customized product directly on the web. Finally, a large group of luxury brands are located halfway between innovation and tradition, including Tom Ford, Cesare Attolini, Prada and Richard James, the well-known brand born in Savile Row, London.
POSITIONING/COMPETITORS
INNOVATION
In order to bring newness and innovative products to the brand, each year a new destination will be chosen as inspiration for the cruise collection. Each garment, for a total of seven outfits, will be made of precious fabrics such as linen, decorated with colorful and fresh prints, and all the others features that the brand embodies in its identity.
MOOD: OCEAN LIFE
MOOD: SAHARA HOLIDAY
CRUISE COLLECTION
For the launch of the brand, Mastre will organize a special evening at the Teatro Massimo in Palermo, where the Italian brand has its roots. Located in the heart of the city, the Teatro Massimo is the largest in Italy and third in Europe.
TEATRO MASSIMO, PALERMO
LAUNCH EVENT
For the occasion, illustrious personalities and high social figures will attend the show “La Traviata”, in which each actor will wear the suits by Mastre. Guests will be seated at the Palco Reale, between Murano chandeliers and brocades: placed at the center of the second tier of boxes, it has 47 seats where visibility is the best in the whole theater. Following the show guests will be welcomed in a private foyer called the “Salone del Sovrano” (salon of the sovereign), entirely covered in mahogany and furnished with red brocade sofas and armchairs. Here the waiters, also dressed by the brand, will serve refreshments while the guests will be able to take a closer look at some of the models that the brand will produce for each consumer. The choice of location is in close connection with the concept of the brand: exclusive, refined, attentive to the care of their customers, and promoters of unique and unrepeatable experiences.
BREAKFAST & APERRITIF
To enter into everyday life, Mastre has created a refined café inside the flagship Atelier in Via della Libertà, in Palermo. Here, every day Sicilian specialties and typical dishes are served at the time of breakfast and Sicilian Vespers. The term is used in Sicilian culture to indicate the revolution that broke out in Palermo in 1282. From taht year the term “Sicilian Vespers” indicates the late afternoon, the time in which the rebellion broke out, when the aperitif is served. Each product comes from Sicilian supply chains, which grow organic and fertilizer-free products. The chef inside the Mastre Café will delight each customer with typical Sicilian cuisine but revisited in great style, making each dish synonymous of sophistication and culinary quality.
MASTRE CAFÉ
10th AUGUST: “SAN LORENZO NIGHT”
To gain profit and to sponsor the brand, Mastre will set unmissable events throughout the year in which VIP customers will be invited to participate. The exclusive and annual events will take place in the most fascinating glimpses of Italy. One of these, will be the “San Lorenzo Night” which will be held every August 10th, every year in a different location. All guests must pay a fee to participate. A single dress code is required: Mastre’s suits. These events as well as increasing the prestige and recognition of the brand, have the task of attract new buyers thanks to the elitist word of mouth of its customers. Mastre is sponsored directly by its customers who place trust and transparency in the brand.
ANNUAL EVENTS
The brand makes use of a kind of advertising defined as indirect, it means, by dressing the famous cinema characters on the big screen and become the main sponsor of the movie, taking advantage of the fame of the cinematographic world. A specialized team will travel to the studios and collaborate with the movie director in order to study and analyze the best proposals, paying attention to the location, historical period, fabrics and accessories needed. After a careful research, the first sketches will be performed, and after the approval, the final Mastre branded costumes will be sewn to measure.
Above: a scene from the movie “Midnight in Paris” (2011) with the lead actor Owen Wilson. On left from above: Daniel Craig in “007 Spectre” (2015) and Leonardo di Caprio in “The Great Gatsby” (2013).
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BRAND AMBASSADOR
From left to right: Enrique Riquelme, CEO and founder of Cox Energy, company that generates renewable electricity in Latin America, and Mark Zuckerberg, co-founder and CEO of Facebook.
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To increase trust in the brand, Mastre will let the best people talk about it. The brand will choose some of the best known men in world as its Brand Ambassador. Men of prestige and talent, from the world of sport, politics, theater and the world of cinema. These will be a personification of the brand’s values in the world, wearing tailor-made suits designed for them by Mastre, at the most prestigious events and occasions.
As well as the logo on the garments, even in the advertising of the magazine the two pages will have a clear and immediately recognizable layout. Next to the advertising campaign image, the logo will be placed in the center on the white page.
Mastre will also publish on selected magazines that are suitable for the clientele and target chosen (25-60 years old). For the youngest, trends and fashion-conscious customers, Mastre has chosen Mr. Porter as the representative magazine, the award-winning online retail destination for men’s style, combining the best international menswear with expert advice and inspirational content. Domus, the architecture and design magazine founded in 1928 by architect Gio Ponti, is instead dedicated to the most adult clientele, intellectual men who love art, design and that perfectionism that they reach wearing Mastre suits.
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YOUR CONCIERGE IS HERE TO HELP YOU LOOK AND FEEL YOUR BEST Mastre has always chosen its staff for their ability to relate to its customers. Customers will be able to contact the concierge directly by telephone or email during our store opening hours. - Contact directly with any questions or queries you might have regarding Mastre - Meet in-store for one-to-one service - Advise you on dressing for particular events or occasions, from weddings to interviews and first dates! - Offer you styling tips - Give you sizing help - Help you buy the perfect present - Advise you on garment care - Let you know about new arrivals - Answer any questions you might have about our bespoke and made-tomeasure tailoring
AFTER SALE SERVICE
#MASTREISFORGENTLE
#Mastreforgentle is the hashtag launched by the Instagram page of the brand. The layout is white and clean, balanced and coherent with the identity of the brand. The Instagram page is used in two ways: some pictures show the location of the event party of the brand, while others show the product in a luxuryous appeal.
SOCIAL NETWORK / INSTAGRAM
Homepage: It shows the history of the brand, the products and the concept ideas about the store, giving immediately a prestigious and luxurious feeling. Shop: Ready-to-wear products are shown. Customer will find every product of the season, from shirt and sweater to accessories and the cruise collection outfits. Reservation: Here customers can reserve an appointment online, to choose the suitable date to come and get start their bespoke. Concierge: It shows the sophisticated faculty that the brand have. The best service for customers is guarantee. Ideas about your Mastre: Here customers can have more detailed information about how to build their personalized suit. They can find their favorite style and click “like�: in this way, when they will go to the store, the concierge could help them to get more ideas about their favorite one.
WEBSITE
FASHION DESIGNER
MARKETING
Research and contact different fabric factories that brand may use for the season.
Create a theme for the season (moodboard, conceptboard, color palette, fabric story).
Research the target market and understand how reach it.
Week 2
Work with FD about the fabric use, begin to work on ideas with style office.
Make sure the fabric use with Marchandiser team.
Based on research: make sure the SKU data is quite complete.
Week 3-6
Contact fabric factories to send the fabric swatches, then designer selects final ones.
Use the SKU data that the marketing team has done and start to create style (40-60 styles, for cruise capsule collection).
Meet with design team to ensure the numbers of each style. Write content on various social platforms to attract followers, expand our brand impression.
Week 7-8
Purchase the final fabrics. Contact the accessories factories and asked for samples.
Filter the styles, determine 10 style and make improvements. Start to do silhouettes.
Plan the promotions or events, write down the details about the activity.
Week 9-11
Find several local taylor in order to produce particular pieces. Ask about time and price. Meet with design team. Purchase the final accessories.
Continue work on the silhouettes and do sample for each selected style. Use the final fabric to cooperate with each style, decide which fabric will used for each style.
Confirm content, location, materials for events. Work with the FD team and learn about the ideas about the season, start to write content for this collection.
Week 12
Send the sample garment to the taylor and let them make a sample, then sens back to the designer team.
Insert the embroidery or embellishment for styles. Do final sample garments, check them out.
Write content for market promotion. Contact printing factories in order to print out contents.
Week 13
Negotiate final quantity, price and delivery date with taylors.
Determine the final sample of each garment in this collection.
Begin lookbook layout, searching for photographers and other stakeholders in order to complete the communication chain.
30th August 2018
30th Dec 2018
CALENDAR SS 2020 COLLECTION
RESEARCH & DEVELOPMENT
Week 1
MERCHANDISER
PRODUCTION FROM JANUARY TO JULY 2019 than check final pieces
GO INTO MARKET FROM JANUARY TO JULY 2020 events&sales
CALENDAR SS 2020 COLLECTION
THANKS FOR YOUR ATTENTION!