portfolio. 2016
EVA CANGAROVA S U S TA I N A B L E F A S H I O N D T 1 5 i n t
TOOLS & SKills 1
MEATPACKING Disctrict https://vimeo.com/151017482
trends & culture.
The original purpose of The Meatpacking District was to collect all the steps of the meat industry in only one place in the city, here in Vesterbro. However time is changing and so is Kodbyen. Here is a short movie about its evolution and how it’s turning into a creative cluster full of galleries, small architecture firms and exhibition halls.
TOOLS & SKILLS 3
SPIDERGRAM
SWOT - TOWS
the company.
BOSTON MODEL
product. The core product is a bag with a focus on the quality and the design. Branding shows as her name on each bag and her designs are very unique offered in different shapes and colours. The most famous collection is called Falabella. price. The limited edition is more expensive, however the basics one always has the same price. It is considered a high-end brand, but Stella is trying to keep the prices lower than her competitors. She also uses skim- ming price when she launches a bag from a limited edition. promotion. Stella collaborates with artists, famous people etc. and she focuses a lot of the advertisement and PR. place. There is a website and a lot of different stores, that are located at the fashion streets and only in bigger cities. She is using a direct distribution. The intensity is narrow.
the company.
TOOLS & SKILLS 3
stella mccartney. expresses an innocent archetype through her collection of pas-
the company.
tel colored floral garmets, but at the the same time straight shapes to emphasise success and strong values. Even her commercials picture slight, yet innocent nudity with no sexual content and natural spaces. She supports campaigns against breast cancer, cares about animal welfare and environment and she collaborates with 19 organizations related to charity. That is why she is also specified as a caregiver. A strong part of her brand idendity is also being sage.
TOOLS & SKILLS 4 S: Size & Profit Potential
In 2050, in Europe and countries like Canada, Russia and China, people aged 60+ will be more than 30% - good economy in this area.
M: Chance of Success
Women are more concerned about food safety than man, and people think locally made food is safe to eat. Only 30% believe, organic food can make food safe, so costumers still need to be educated.
U: Costs
If Whole Foods wants to open new stores in the rest of the world, organic agricultural land is necessary. Oceania, Europe, China and Brazil have the most organic agricultural land, but the manufacturing costs in South Europe, Brazil and Australia are expensive.
K: Competition
target groups.
Australia already has a lot of organic brands, that is why we should focus on Europe, China and Brazil and do some further research in these areas.
TOOLS & SKILLS 5
mood board.
note: scanned printed version
appreciation of space.
Minimalistic lifestyle and design has been becoming more and more popular lately. It is not just the things we design or produce, it is also a way of living. Getting rid of things we do not need, not storing unnecessary belongings and appreciating the space. I personally totally agree with this definition of “minimalism�.
All the mentioned key words such as minimalism, reductivism and control were one of the main leaders of my brainstorm and since I focus on jewellery design, I decided to find the materials, that would suit this kind of mood. I have chosen mainly plain metals like rose gold and cold combined with black semi-precious crystal onyx and wonderful marble. I have searched for a meaning of marble as a crystal and what kind of power it has and I have found three main characteristics that interest me the most. They are clarity, determined way of living and common sense. All these characteristics are supposedly improved while wearing any marble products. The dominant color is white, black, grey and a simple repetitive marble pattern. None of the pictures and aspects are perfect, you can see imperfect shapes and lines, but they still create a very clear and non-distractive image together. The moon phases are connected to the crystal meaning as some kind of spiritual thinking (for the ones who believe in power of stones).
mood board.
I have inspired myself by minimalistic way of life and while creating the mood board for my upcoming jewellery designs, I have been thinking of a customer, who will also appreciate the simple design with clean lines, simple metallic colors and rocks/crystals. I have been searching the right keywords to keep on the right track.
DT. 1st TERM PROJECT
A sustainable consumer always considers his needs and his desires. He buys clothes if he needs it - not necessarily second-hand clothes, but he is conscious about the materials, quality and production, long-lasting usage and also the environment. A sustainable consumer is not a fanatic person. For him, being environmentally friendly is natural.
research.
sustainable consumer.
DT. 1st TERM PROJECT Our idea is to place a box, approx. 3,5 m high, in H&M stores, which will look exactly like the garments collecting boxes. The box would have an entrance and customers could go inside, where they find information about the process of collected clothes along with an actual garment collecting box. In the first week, there would be an employee standing there, answering questions regarding the box and its purpose and also controlling. Speakers in stores would inform the customers about sustainability and the concept of the big box. We would reach not only our target group, but everyone else shopping in H&M.
target group.
All H&M’s customers, but mostly the ones aged between 15 and 30.
screening.
We asked people a question in a VoxPop: “Imagine you’re shopping, when suddenly, the music stops and someone starts talking in the speakers. How would you react?”
product dimensions of the concept.
We want our target group to be more sustainable by informing them about the boxes and their ‘meaning’.
validation.
After asking people, whether they would start listening to the voice over in the stores, we found out that most of them would notice. One respondent mentioned, she would pay more attention, if it was a celebrity.
concept development.
idea.
DT. 1st TERM PROJECT Materials
Submaterials
Quantity
Unit price
Total price
Development
Planning
Planning
1
5,000
5,000
Design Process
Posters
1
10,000
10,000
Small boxes
1
10,000
10,000
Huge boxes
1
5,000
5,000
Tote bag
1
5,000
5,000
Brochures
1
5,000
5,000
Speakers
Text
1
2,000
2,000
Recording
1
3,000
3,000
Voice
1
500
500
Market test
Customer surveys
1
70,000
70,000
Technical analysis
1
2,000
2,000
Staff training
Staff training
1
100,000
100,000
Production
Huge posters
204
30
6,120
Small posters
300
10
3,000
Tote bags
25,500
10
255,000
Brochures
50,000
5
250,000
Small boxes
204
30
6,120
Huge boxes
51
800
40,800
T-shirts
3,000
70
210,000
Advertising
Magazines
Elle(2 pages)
1
80,000
80,000
Q (2 pages)
1
55,000
55,000
Femina(1 page)
1
55,000
55,000
Mama.dk(3 months)
1
12,500
12,500
In stores(Launch)
Candy
5,000
1
5,000
Posters
204
10
2,040
On H&M website
1
0
0
Social medias
2
0
0
Renting system
Pregnant woman
Basic package
3,060
100
306,000
Self-selected package
1,020
100
102,000
New born
New born package
3,060
100
306,000
Babies
Baby girl package
3,060
100
306,000
Baby boy package
3,060
100
306,000
1
20,000
20,000
Unexpected costs
SUM
2,544,080
business.
Elements
BUDGET
DT. 1st TERM PROJECT
mood board.
based on natural motives (mushroom, greens, trees and other natural materials) to emphasize the sustainable idea and ecological concept
rorschach method silhouettes.
inspired by kale leaves
geometric cut-outs
prototype development.
inspired by a tree - furthermore created fringes idea
DOGME 1 paper draping
manifold sketches. inpired by natural elements from the mood board
DOGME 2 partial draping
DOGME 3 fabric draping (jersey, tulle)
color story. following the same colors like the mood board
prototype development.
DT. 1st TERM PROJECT
color card.
We have been through a long process trying and deciding, which shapes and colors would be the best for our two prototypes (a shirt for H&M stuff and a t-shirt for pregnant woman) and at the end we have come to the following final designs. We have to consider the practical usage of the garments.
final H&M exhibition stand.
t-shirt
shirt
prototype development.
material card.