Lumanjia This Season
Intro Fashion is not only mean to wear wear the beautiful and new clothes. If every designer can care about different kinds of people. Then each clothes will have its own story and its own vitality. Love and care. When you wear them, you will feel warm from the deep hart.
Contects Brand Name 01-02 This Season 03-06 Brand Postionning 07-10 Brand Price 15-20 Brand Distribution 21-24 Communication Strategy 25-18
My Name
Corresponding to each products
Focus on all kinds of psychological change
Brand Name-Lumanjia
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This Season This project title is Dating With Death. We think we are now in peaceful times, but we don't know there still have so many people around the world live in the war. They don't have clean water to drink, do not have enough food to eat, no quiet place to sleep. But those who experienced the war coming back of our live, when they sleep still can't forget the bloody scene on the battlefield. Their hearts being swallowed, even they fight in deep. But there were “dating with death�, and how can easily be cured? This story is from those who experienced soldiers of the war. I want to use the following a set of pictures to show those who have the War sequel of man's inner world. This collection will focus on ready-to-wear, functional and monoecism. Use simple to explain complex. Use the hale and hearty of Outer contour to show the performance of these people strong in disguise. Use the asymmetrical design to show the performance of their inner struggle. Use some seemingly incomplete sewing skills to show the their wounds, no matter those wounds is inside with the heart or outside with the body. And I will use different kind of black fabric to show I want to design. Also I will use different way to make different kind of creative fabric by myself.
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Bloody
Inner World Battelfield
Dark
Nightmare
Cured Memory
Dating With Death 2014-2015 Fall/Winter 05
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Brand Positationning Innovations, trends and fads all create, shape, and add value to a brand. Building a strong brand takes time commitment and hard work. The identity of the brand, from the perspective of the consumers, is the foundation of a good brand-building program. Effective brand management that encompasses brand personality is of major importance in reaching the company goals of satisfaction, loyalty and profitability. Building a powerful brand requires determining the substantial characteristics of the offerings that carry the brand name and the psychological or emotional benefits the customers receives from a company’s products. This can be described, as what “value� means to a typical loyal customer; and what, ultimately, is the essential nature and character of the brand over time. 07
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High Fashion Content
Law
High Price LMJ is a high-end luxury brands. But it isn't the traditional sense of the luxury brands, it is not about higher prices. It's about the design philosophy behind the design.Pay attention to brand personality, suitable for young women 25 to 40. They have ambition, have dream, have a career. Believes that the equality between men and women. Their personality like strong warriors. Like the design style of the brand. The brand focus on public welfare undertakings, and is willing to help disadvantaged groups, with the power of design to reflect the social problems. Let these people got more effective for attention and help.The competition brand is RAD HOURANI and OBSCUR.
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Brand Pricing In economics, a luxury good is a good for which demand increases more than proportionally as income rises, and is a contrast to a "necessity good", for which demand increases proportionally less than income. Luxury goods are often synonymous with superior goods. Luxury goods are said to have high income elasticity of demand: as people become wealthier, they will buy more and more of the luxury good. This also means, however, that should there be a decline in income its demand will drop. Income elasticity of demand is not constant with respect to income, and may change sign at different levels of income. That is to say, a luxury good may become a normal good or even an inferior good at different income levels. 15
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1. I need a good cost sheet. I want one that will show you the costs as well as wholesale and retail prices. 2.Calculate my costs as of today, not what I think my costs will be as soon as “you sell a little more volume”. I know I found it hard to look at the actual numbers and be honest with my cost sheet. I used to “cheat” and put in numbers that I knew were not accurate because it looked better. 3. If I start my business selling direct to consumer, keep in mind how I'll determine my retail prices. Many designers start with direct-to-consumer sales and want to sell wholesale in the future. If I don't build in the margins with my initial pricing, I will not have the option to sell wholesale in the future because it won't be profitable. 4. Include packaging as part of my cost sheet.This includes hangers, poly bags, tissue paper, jewelry boxes, hang tags – all of it. 5. When i'm a startup fashion business, it's very difficult to include a percentage of overhead into my cost sheets. I still want to build in enough markup in my pricing and consider revaluating my cost sheets in a few seasons after I have some sales and expense history. 17
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Coat: 1000-2000€ (Long)
Coat: 1000-1500€ (Short)
Pants: 600-1000€ (Long)
Skirt: 800-1000€
Outer fabric Lining Buttons, zipper, hooks etc Labor (cutting, sewing, pressing) Misc (label, shipping, etc.) 19
Top: 500-800€
Pants: 600-800€ (Short)
Shirt: 500-1000€
Dress: 1000-1200€
*These are just preliminary design, still need change!!!
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Brand Distribution The three dominant trends in the global luxury goods market are globalization, consolidation, and diversification. Globalization is a result of the increased availability of these goods, additional luxury brands, and an increase in tourism. Consolidation involves the growth of big companies and ownership of brands across many segments of luxury products. Examples include LVMH, Richemont, and PPR, which dominate the market in areas ranging from luxury drinks to fashion and cosmetics. Leading global consumer companies, such as Procter & Gamble, are also attracted to the industry, due to the difficulty of making a profit in the mass consumer goods market. 21
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LONDON PARIS NEWYORK
BEIJING
MILAN
TOKYO SHANGHAI
HONGKONG
DUBAI
In each city: Webside(online shops) Own Stores(in Desinger strees) Luxury department stores Luxury shopping districts Buyer stores
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Communication Strategy Today's society is based on gaining money and spending it. The media is there to give us the ideas how to do it. The mass media spreads the ideas, especially the one that the most important thing in life is appearances; they make us rely too much on fashion and the way we look. The best way to make people spend the money is to advertise the products they are to buy. Advertisements influence the people creating opinions and stereotypes, especially among the youth. And advertising in fashion industry today is very wide spread and using many strategies to make products sell, that range from using celebrities to World Wide Web. So, we can ask ourselves do we buy new clothes because we really need it. Or because we saw our favorite singer or actress wearing it, or because fashion magazines and ads say they’re ‘in’? 25
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Star Cooperation
Advertising Board Square TV
Social Networking Sites Magazine
Performance Art
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Dating With Death 2014-2015 Fall/Winter