Contents Introduction
1
Collection Philosophy
2
Season/Environment
3
Customer
4
Business Context
5
Price Structure
6
Method Of Distribution
7
Marketing
8
Photograph: Finn Kane
Introduction: Escapism
“Furry Rocks is about escaping the grey monotonous world we live in by means of skateboarding, art, music, film, photography and fashion.� 1
Collection Philosophy
2
COLLECTION PHILOSOPHY
Furry
Rocks’ C
ompetitors:
Long : Long i s a London based company that specializes i n oversized t-shirts and hoodies. Humor: Humor is a company from Denmark that designs clothing for DJ’s a nd o ther m usicians. Supreme Being: Supreme Being is a streetwear b rand w ho t argets skaterboarders, s nowboarders musicians, and a rtists. Cassette Playa: Cassette Playa is a company who makes c lothes f or young people that like clubbing.
“None of the companies above are dedicated skateboarding companies. The reason that they are the nearest competitors is because their design aesthetics are closer to Furry Rocks than any skateboarding brand.” 3
Photograph: Finn Kane
4
Season/Environment
5
Customer
A few examples o f the types o f people that w ould wear F urry Rocks i nclude: s kateboarders, snowboarders, r ollerbladers, bikers, musicians, artist around the age o f 14 to 30. They'd l ive in b ig cities Los Angeles, San Francisco, New York, London, Tokyo, or Paris. Since the brand w ill only be sold online, t echnically t he customer could be based anywhere that has internet a ccess and a postman. 6
Photograph: Finn Kane
7
Business Context
Furry Rocks will be sold exclusively online at http://www.furryrocks.com. T hat way it w ill b e able t o reach m ore people and m ake m ore money since it doesn't have t o deal w ith the costs associated with selling at a retailer. Customers w ill b rowse through the products in t he online store, purchase i t and t hey should 8
receive what t hey bought w ithin 3-5 days o r even sooner depending on which shipping option they choose. S ince t he l abel w ill be based i n the UK, the 3-5 d ays applies to t he U K only. F urry R ocks accepts international o rders but cost and time for shipping will vary depending o n the location of t he c u s t o m e r .
The Furry Rocks w ebsite w ill be organized into t he f ollowing c ate g o r i e s : Blog: Posts about current events in the world of s kating, a rt, music, e t c . Art: A gallery of Graphics and Illustrations b y Furry Rocks. Film/Animation: Short F ilms and Animations b y Furry Rocks. The Playground: A p lace f or t he customers t o interact w ith t he brand.(Contests, P hoto Submissions, e tc). Online Store: The p lace w ear t he purchasing of clothing and accessories happens. About: A little s tory about h ow Furry Rocks was started and what it s tands f or. Contact: Details on how to get in touch w ith F urry R ocks.
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10
JACKET
MATERIALS: COTTON/POLYESTER #FRM011HI
HI JUMPER
MATERIALS: NYLON +COTTON/POLYESTER #FRM011JA
£65
£135
CYAN JEANS
MATERIALS: COTTON #FRM011HS
HIGH POCKET SHIRT
MATERIALS: 12 OZ DYED DENIM #FRM011CJ
£50
£100 HOODIE
MATERIALS: COTTON/POLYESTER #FRM011DL
DONUT LONG TEE
MATERIALS: COTTON/POLYESTER #FRM011HO
£40
£90 JUMPER
MATERIALS: COTTON/POLYESTER #FRM011OT
ONE FOOTED TEE
MATERIALS: COTTON/POLYESTER #FRM011JU
£35
£85
MATERIALS: COTTON/POLYESTER+ACRYLIC #FRM011RN
RED BEANIE
MATERIALS: DENIM #FRM011FZ
FR! ZIP UP
£35
£85
MATERIALS: COTTON/POLYESTER #FRM011LT
LOGO TEE
MATERIALS: COTTON/POLYESTER #FRM011WH
WHITE LOGO HOODIE
£30
£70
MATERIALS: COTTON/POLYESTER #FRM011RG
RED RIBBED GLOVES
MATERIALS: WAXED COTTON #FRM011GB
GREEN BACKPACK
£25
£85
Price Structure
11
SIZE
20 Pcs.
40 Pcs.
60 Pcs.
80 Pcs.
254 Pcs.
£20
£40
£60
£70
£80
£120
PRICE
£100
£140
£160
£180
£200
£220
WHERE DOES FURRY ROCKS SIT?
£240
Method of Distribution
12
Photograph: Finn Kane
13
Marketing
14
Photograph: Finn Kane
15