New Brand Development by Gabriele Rybalko

I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.

Signed .........................

Gabriele Rybalko N0750762 Word count: 4008

Date .........................

1. Brand Story............................................................................................................................................7 2. Brand audit Our soul and who are we................................................................................................10 Mission, Vision, Proposition...............................................................................................11 Our values.................................................................................................................................12 Tone of voice............................................................................................................................13 USP...............................................................................................................................................14 3. Brand identity Logo & Fonts............................................................................................................................16 Colours.........................................................................................................................................17 4. Market overview Macro trends...........................................................................................................................20 Immaterial fashion..................................................................................................21 In-Touch.......................................................................................................................22 Micro trends..............................................................................................................................24 Digital fabric.............................................................................................................25 Conscious aftercare...............................................................................................26 Our competitors.....................................................................................................................28 Market positioning.................................................................................................................30 SWOT analysis.........................................................................................................................33 5. Who do we seek to touch Our consumers.......................................................................................................................35 Primary consumer..................................................................................................................36 Secondary consumer...........................................................................................................38 6. Range development........................................................................................................................40 Ansoff Matrix............................................................................................................................43 7. Pricing architecture..........................................................................................................................44 8. Routes to market Website & Social media.......................................................................................................47 Pop-up.........................................................................................................................................48 Department store..................................................................................................................49 9. How we plan to keep in-touch..................................................................................................50 Collaboration............................................................................................................................54 Press release..............................................................................................................................56 10. Critical path......................................................................................................................................58 11. Appendix...........................................................................................................................................60

CONTENTS

12. List Of Illustrations...........................................................................................................................68

BRand story ISSY HAMBLY is a young and revolutionary British designer brand based in Nottingham. Greatly influenced by artists, such as Craig Warde and Dafna Kaffeman, ISSY HAMBLY is all about tactile handmade designs and subtle details. Nowadays in the context of mass production, there is no room for the intimate relationship with a piece of clothing or accessory. Therefore, Issy Hambly is here to change peopleâ&#x20AC;&#x2122;s perspective about apparel through the sense of touch - a simple but magical power - encouraging people to embrace and reconnect with clothing like never before. With silhouettes inspired by the chemical released when we touch, Issy Hambly designs reflect the psychological need of humans to touch the world around them.

one touch is all it takes...

OUR DNA

Mission We focus on immaculate quality, luxurious lining and almost imperceptible trifles to bring you joy and satisfaction.

OUR SOUL ...bridges the emotional gap between our clothing and you through the sense of touch.

Vision

We aspire to maintain long-lasting, soul-touching relationships with you through our immaterial feel designs.

WE Are...

Bold

Reliable

Tactile

Confident Feminine Classy Inspirational

Dedicated Functional Durable Sustainable

Sensual Emotional Pleasant Subtle

Proposition We create emotional bonds through meaningful, empowering and durable clothing.

What do we stand for? Sustainability Issy Hambly designs are environmentally conscious and made with an ethical approach.

TONE OF VOICE

Durability Issy Hambly designs are meant to last, therefore providing emotional durability through physical quality.

Tactility In the digital era we seek to reconnect with external environment through the sense of touch.

Romantic

Passionate

Soothing

Playful and tender, evoking Enthusiastic about embracGentle and calming to emotions and ing touch and feeling the provide you with trust and nostalgic feels. tactile world through beautireassurance. ful fabrics. Our tone of voice is direct and sincere as we are transparent about our products, informing you about the fabrics we use and the process of making our clothing. We aim to achieve your loyalty focusing on creating long-lasting relationships through our durable and sustainable designs translated in our natural and conversational language. We speak to our consumers in a dreamy soothing manner to gain your trust and reassure about the high quality of our tactile garments.

WHAT MAKES US UNIQUE? ISSY HAMBLY is a go-to designer brand for unique tactile hand-made and crafted designs enhanced with soothing colouring that doesnâ&#x20AC;&#x2122;t thrust woman into stereotypical beauty frames letting her to immerse into dynamic city atmosphere and demonstrate modern taste.

When tactility takes on femininity...

OUR identity Our touch 14

LOGO & FONTS

The logo and brand name can be used on labels, paper shopping bags and front covers as a signature or a trademark for Issy Hambly. The logo itself represents brand identity in a subtle and sophisticated manner. As Issy Hambly design is all about tactility and touch, the logo was inspired by the oxytocin - a chemical breakdown that is released when we touch. The capitals tapped over inside the hexagon are the initials of the designer Isabel Hambly.

headings and Brand name - Castellar ABCDEFGHIJKLMNOPRSTUVWXYZ 1234567890 Subheadings and quotes - Bradley Hand ITC abcdefghijklmnoprstuvwxyz 1234567890 Body text - ERAS LIGHT ITC abcdefghijklmnoprstuvwxyz 1234567890

Core colours Our designsâ&#x20AC;&#x2122; colour scheme is subtle and is easy on the eye. The brand palette is dominated by earthy colours as they provide base for patterns and accent colours. The neutral colours represent calm and stability, as they remain popular and well-liked by consumers throughout all fashion seasons. In addition to this we have incorporated few key accent colours such as burnt orange, blue and dark grey.

The font selected for the brand name and headlines is meant to reflect the strength and power that is hidden within the act of touch. The font for subheadings and quotes mirrors the vibe of playful femininity, while the body text font expresses lightness and intimacy we feel when we touch. 16

18 19

MARKET OVERVIEW

Immaterial Fashion ‘‘

MACRO TRENDS

As the fashion industry grapples with existential questions about supply chain and overconsumption, digitisation offers a new route for consumers still seeking to engage with clothing brands (LS:N Global, 2018)

Nowadays as people increasingly reconsider their relationship with clothing and new digital technologies offer a different options for fashion designers, the industry experiences a pressure to change. Consumers approach to consumption is rapidly changing as they are looking for ways to reduce it and enjoy clothing without necessarily buying more. ‘‘Fashion designers and brands must move away from the assumption that using a model and a lookbook is the only way to sell clothes. Moving pre-production process online and using 20

’’

digital rendering will make manufacturing more streamlined, and will enable brands to truly make designs based on demand’’ (LS:N Global, 2018). When it comes to Issy Hambly design, digital technologies open up a lot of possibilities for the brand. It could encourage us to discover a new freedom of expression that comes with creating pieces with no physical limits, production costs or supply chain issues.

In-Touch a time of constant change, consumers swing between ‘‘ Inobsessively tracking their personal data, social media and the news to wanting to opt out entirely. One thing is for sure, people want to get back in touch with the things that touch them, both emotionally and physically, including sexuality, moods, microbes, food and fashion

’’

As we enter the new emotional era, nowadays it’s all about designing for feelings. In Touch explores the impulse to reconnect with things that touch us. According to WGSN, when it comes to fashion, designs for womenswear now tend to focus on a sense of tactility and intimacy. This is an ideal moment for Issy Hambly to launch as a brand as our identity fits perfectly within this trend.

In Touch trend driven designs focus on eliciting feelings, opening up new dialogues on how materials can calm and soothe or stimulate and energise through the use of colour and texture. Whereas Issy Hambly celebrates individuality, with high-contrast pattern, strong silhouettes and subtle colour blocking, which is carried off with a confident – even rebellious – attitude and grounded by a casual spirit.

(White, 2018).

Digital Fabric As new technologies help to facilitate fash‘‘ion-buying in digital spaces, brands are ex-

MICRO TRENDS

ploring how they can translate the tactility of materials into an online setting

(LS:N Global, 2017) In an era driven by technology and data, consumers are now increasingly looking at how different fashion labels show their garments in an online setting. In response to this brands are also exploring how they can highlight the feeling and physical touch of materials in the digital world through haptic feedback.

’’

Such trend indicates that in the future Issy Hambly will potentially need to consider how to express our brand identity through creating digital sensory experiences. Meaning that if consumers are going to buy our clothes online it will be essential for us to find a way to translate fabric’s tactility, which is a core feature of Issy Hambly clothing.

Conscious aftercare a bid to address the widespread use of dated and dam‘‘ Inaging laundry habits, eco-conscious luxury brands are ed-

ucating their customers on the benefits of prolonging the life of clothing, and more importantly, respecting the environment

’’

(LS:N Global, 2017).

‘‘According to The Future Laboratory 2016 Luxury Index, 40% of Stage One luxurians believe that in 10 years, luxury will be defined by longevity’’ (Stott, 2017). More and more consumers want a sustainable relationship with their clothing. The laundry process can be highly damaging to the environment. Therefore fashion brands need to invest in technology and material developments to enable consumers to take care of of luxury garments at home after having them washed by professionals.

‘‘Investing time in proper laundry testing at the design and development stage will reduce the use of toxic dry-cleaning and the overall carbon footprint of a garment’’ (LS:N Global, 2017). Issy Hambly brand is able to meet those requirements and we are determined to educate and encourage consumers to choose well and prolong the life of their garments through designing for durability and tangible quality.

Stella McCartney is one of the main competitors for Issy Hambly. Her designs are made from innovative and sustainable materials. Ethical fabrics are crafted into clean shapes, with textural finishes adding a tactile dimension. The brand has translated itsâ&#x20AC;&#x2122; feminine essence into sensual and almost invisible feel garments. Stella McCartney is a pioneer in shaping modern fashion industry with an ethical approach - luxury entirely free of animal products - no fur, leather or feathers.

Victoria Beckham is another significant competitor for Issy Hambly creating classic and timeless luxurious pieces. The brand image is enhanced by the strong and feminine silhouettes.

Max Mara is well-know for the craftsmanship technology of garments, quality manufacturing and excellent production. One of the key aspects of their USP is the iconic timeless coat. Max Mara focuses on simple and subtle silhouettes for classic style.

our COMPETITORs 28

Massimo Dutti demonstrates strong emphasis on design and quality fabrics. The brand offers sophisticated and functional clothing - from urban to casual lines.

COS provides high-quality modern designs. Producing timeless styles, COS has a unique brand identity and follows sustainable practice policy.

OUR POSITIONING Functional design

Issy Hambly is a mid-to-high-end ready-to-wear womenswear brand producing modern styles and subtle silhouettes, focusing on tactile materials and fabrics as a core element of the designs. Such approach to contemporary fashion makes Issy Hambly stand out in the premium fashion market. One of the key Issy Hambly competitors, Stella McCartney, took a position on a more visual aesthetic rather than tactility focused and more trend based design axis. Victoria Beckham appeared on a visual aesthetic and more trend based design axis. Similarly to COS, Max Mara stands on a more visual aesthetic focused and relatively functional design axis. In comparison to Issy Hambly competitors, the brand is positioned on a tactility focused and rather functional design axis due to the concept of touch and creating for purpose.

Visual aesthetic focused design

Tactility focused design

The scale of tactility focused brands

Trend based design

S w o t

WE ARE STRONG • Strong brand USP due to the concept of touch • High quality fabrics and craftsmanship • Garments made with a great attention to detail • Clothing produced with an ethical approach and sustainable manufacturing

WE ARE VULNERABLE • Due to tactility and touch being the main focus of Issy Hambly designs, the brand might come across as quite niche • Firly high price point on the majority of the products • Limited product offering • No established distinct brand strategies

WE HAVE OPPORTUNITIES • Product range development - expanding into accessories, loungewear and menswear sector • Collaborations with other designers, artists or influencers to receive a greater brand recognition • Pop-up shops as a tool to reach wider consumer audiences • Consistent and engaging content on social media platforms WE MIGHT BE THREATENED • Established competitor brands with a similar or more diverse product offering • Rapid changes in consumer trends within fashion retail industry

THE COMFORT SEEKER wool

THE COZY SOUL cashmere

THE MODERN ARTIST

who do we seek to touch? silk

LIFEstyle FORMULA

Primary consumer This particular consumer demographic are millennial women who seek for concepts that offer individuality, authenticity and responsibility. They want brands to identify themselves with. Issy Hambly designs are meant for a gentle woman with a sharp character. She is effortlessly stylish independent city woman, a little bit romantic with a youthful personality but has a clear purpose, interesting job. Emily is a 29 year old interior designer based in London. She is fashion forward and confident with her style. However, Emily is fabric and material conscious as she leads a busy lifestyle and wants to feel good in her clothing just as much as to look good. Emily prioritises quality and functionality. Following the statement ‘‘less is more’’ Emily is a conscious fashion consumer, willing to pay premium price for a premium product with a view to buy less but better. Emily’s life formula consists of going to work, meeting friends, keeping up with social media, practising yoga to relief from stress, reading art and interior magazines.

LIFEstyle FORMULA

Secondary consumer Issy Hambly designs would also appeal to a different consumer demographic. Durable and timeless pieces would be highly valued by older audience who seeks comfort and stability in their lives and in their wardrobes. Anna is a 52 year old self-employed artist living in Winchester and working from the comfort of her own home. She is a free spirited woman creating inspiring pieces of art to enhance everyday living. As an artist Anna values interesting designs and quality. She is aware of new emerging trends but may not always follow them as through the years she has developed a strong personal sense of style. Annaâ&#x20AC;&#x2122;s life formula consists of creating art, reading poetry, watching old Hollywood classics, cooking for family and gardening.

At the moment Issy Hambly range consist of tactile womenswear garments, such as coats, jackets, tops, trousers and dresses. In order to expand Issy Hambly product portfolio we will need to develop their range by alternating existing products as well as adding new ones into the line. Offering new ranges of products would allow us to further expand our brand into new markets.

TOUCH 1 Following current brand concept and the initial idea, in terms of range development, we would introduce a line of tactile accessories, such as bags, purses, hats and belts that could be styled together with existing pieces or added to enhance the ensemble of upcoming collections.

RANGE development 40

TOUCH 2

TOUCH 3

After successful launch of accessories line we would consider expanding our range into tactile loungewear and lingerie. According to In-Touch macro trend discovered on WGSN, attitudes towards intimacy become more open-minded, honest and inclusive, therefore there is a high demand for bedroom dressing within design details.

Looking further into the future, we would potentially stretch Issy Hambly into menswear. Creating tactile menswear designs would significantly enhance Issy Hamblyâ&#x20AC;&#x2122;s USP and enable us to expand into new markets with a unique range of products.

Ansoff MAtrix

New markets

Existing markets

Existing products

New products

In order to penetrate the existing market Issy Hambly would highly benefit from increased social media presence, advertisements and collaborations with fashion and lifestyle bloggers and influencers that could promote our collections.

When it comes to new product development, we would stretch Issy Hambly portfolio by introducing new product ranges. As such, we would create a line of tactile accessories alone or in collaboration with other designer.

Taking into consideration market development, we would introduce new retail spaces to reach new markets due to the wider variety of locations. Pop-up shops would be a great move for a new brand to provide new consumers an access to Issy Hambly products letting them to experience the concept of touch and the brand itself.

In order to diversify, we would potentially expand Issy Hambly range into menswear, following the primary concept and creating a line of tactile clothing for men. This way we would introduce the brand to the new market through the new product offering.

Market penetration would be essential for us to gain a market share in the luxury readyto-wear womenswear market. When a brand keeps a consistent social media presence it is easier to maintain connections and keep in-touch with consumers. Issy Hambly brand personality would be reflected throughout all of our social media channels. By constantly developing Issy Hambly range, we would stay on top of the market with our unique tactile product offering. When reaching new consumers with existing Issy Hambly collections, we would highly benefit from introducing pop-up shops in different locations enabling consumers to experience Issy Hamblyâ&#x20AC;&#x2122;s world of tactility. In order to keep up with ever changing fashion industry, we would need to reach into new markets and this would be done through introducing a line of tactile menswear.

pricing architecture Coat - £810

Crop-top - £188

Issy Hambly is positioned within the mid-to-high-end fashion market. The prices of the products were set accordingly to complexity, fabric and production costs as well as the comparison with competitors offering. The Issy Hambly website will offer lower prices than retail due to less operational expense. Purchasing through our website will be made convenient for consumers resulting in significant savings. As displayed on the left, the prices will be as follows: Issy Hambly coat: £810; Issy Hambly crop-top: £188; Issy Hambly trousers: £336; Outfit in total: £1,334 The costs reflect our sustainable production and high-quality materials used to deliver tactile clothing. Our price point makes the brand accessible for wider audiences rather than just luxury market. We seek to produce quality and durability to encourage our consumers to buy less but better.

Trousers - £336

Issy Hambly website Autumn 2019 collection

ABOUT Lookbook INSPIRATIONS wishlist SHOP Contact

Discover now >

Issy Hambly website will allow consumers to access any information they want to know about the brand, such as upcoming collections, lookbooks and updates on collaborations. In addition to this, consumers will be able to discover the details of the fabrics clothes are made from and what inspires the designer. The website will have a ‘‘wishlist’’ tool where people will be able to save their items of interest and receive styling advice. Finally Issy Hambly website will offer sign-up newsletters to keep our consumers updated offering 10% off their first purchase.

Issy Hambly social media

ROUTES to market 46

The main Issy Hambly social media channels will be Instagram, Facebook, Twitter and Pinterest. We will utilise Instagram for creating engaging content and interacting with our consumers on a daily basis through engaging posts and stories. Facebook and Twitter will be used for regalurar updates on new upcoming collections and events, while Pinterest will be a tool to showcase designers inspirations and explorations into the world of tactility. All of the platforms will the linked to the main Issy Hambly website.

Issy Hambly pop-up Being a brand without a physical presence is not enough if we seek to establish personal connections and trust with our consumers. Since Issy Hambly is all about touch and tactility, we will provide our consumers a possibility to feel the brand physically. Issy Hambly will invite people to discover and experience the world of tactility through introducing her collection at the pop-up shop. The pop-up store will be an immersive experience allowing consumers to reconnect with clothing using one of the most important human senses touch.

Department store

The temporary store will be arranged in a form of a design gallery with all the designers garments displayed on the mannequins and live models alongside fabric samples and complete with a comprehensive description of each piece. Our pop-up will give a chance to our women to escape from commerciality and digitality allowing them to feel the wonderful sensation of sensuality through the chemistry that is inevitable when they touch our fabrics.

The store will be bright and light to convey the idea of vulnerability that lies within the power of touch. The area will have textured walls to represent the concept. Customers will be able to feel our irresistibly tactile clothing themselves and if they wish to purchase - place an order at the till having the garments delivered to them.

Looking further into the future, Issy Hambly will potentially also have a permanent concession in Selfridges. This particular department store was chosen because of its brand values, such as creativity, innovation and sustainability, that compliments the concept of Issy Hambly label. Selling through Selfridges will be beneficial for Issy Hambly as it will help to widen our reach by gaining new consumers and building long-lasting relationships with them. This will eventually result in increased usage rates and trust through associations with a highend retail company.

Isabel Hambly, the designer, will also be at the pop-up greeting the customers herself and telling about her journey of collection making as well as revealing her inspirations.

HOW WE PLAN TO KEEP IN-TOUCH

SEPTEMBER In September we will reveal first Issy Hambly collaboration with jewellery designer in a press release for Dezeen - online architecture and design magazine. This will be a great tool for spreading awareness on a higher scale. The press release will also be used to promote the pop-up shop that will take place later on. The press release about Issy Hamly will be published online on dezeen.com as well as featured across all of the social media channels to gain a maximum coverage.

JUNE

Coming soon

The first month of Issy Hambly brand launch will be focused on gaining maximum brand exposure through spreading word and building awareness. This is to be done via blogger coverage. We will also be setting up Issy Hambly social media accounts, such as Instagram, Facebook, Twitter and Pinterest, where we will be creating buzz about the brand launch to gain consumers attention and interest in the early our brand development stages.

JULY The second month will further focus on developing social media platforms with frequent post about Issy Hambly collection, upcoming events and general posts and stories to give sense to consumers what the brand is all about and represent their values. Issy Hambly will be tapping into forming strong relationships with their customers, actively replaying to their comments. The brand will be encouraging customers to share pictures of them wearing Issy Hambly clothing with a hashtag #InTouchWithIssyHambly and repost their pictures across social media.

In October Issy Hambly will invite consumers to explore the world of tactility by visiting an exhibition held in collaboration with human intimacy inspired jewellery designer Marija Puipaite. The exhibition will take place in Noho Studios, London on 15 - 30 of October. To gain the maximum exposure for the exhibition, bloggers, influencers and artist will be invited to the opening party.

NOVEMBER AUGUST In August we will still be focusing on building brand awareness. This time Issy Hambly will be featured in the digital online magazine VIEW POINT, which is all about textile, fashion, architecture, interior and industrial design. This will help us to gain attention amongst more specific target audience through reaching niche areas of consumer viewership. Alongside this we will be working on gaining followers across all of Issy Hambly social media platforms.

OCTOBER

In November we will hold Issy Hambly pop-up shop opening event just in time before Christmas. Consumer will be able to physically feel our tactile designs and get to know the concept of the brand. To gain exposure, bloggers, influencers and press representatives will be invited to attend the opening event and encouraged to share their experiences and product reviews on their social media accounts.

DECEMBER

MARCH

In December, leading up to the Holiday season, we will introduce a series of short DYI videos on Issy Hambly social media platforms. The videos will feature quick and simple steps on how to enhance your home with easily home-made tactile decorations. Consumers will be asked to share their pictures of their pieces with a hashtag #IssyHamblyChristmas. This way we will create engagement with our followers allowing them to feel a part of our Issy Hambly community.

In March Issy Hambly will announce Mother’s day social media campaign on Instagram that will be followed with a hashtag #MyFirstTouch. This will be done in a form of a photo sharing contest. The campaign will feature a few examples of images with selected bloggers and their mothers wearing Issy Hambly clothing complete with links to purchase the products in the pictures. In order to participate, contestants will be asked to upload photos of them and their mothers with hashtags #MyFirstTouch #IssyHambly to win a £300 voucher to spend at Issy Hambly website.

#MyFirstTouch APRIL

JANUARY

In April we plan to continue spreading Issy Hambly brand awareness through blogger coverage. This will include a partnership with fashion and style blogger Lorna. Together we will create a lookbook for Lorna’s blog ‘Symphony Of Silk’, that will feature Issy Hambly Spring/Summer 2020 collection. The shots posted will be linked to Issy Hambly official website where consumers will be able to shop the looks. We decided to choose Lorna as her blog reflects Issy Hambly brand essence with outfit collages that portray very practical and functional looks for everyday wear. In addition to this, Lorna has a good social media reach and high engagement rate, which will result in great publicity for Issy Hambly.

In January our designer Isabel Hambly will be featured in Refinery’s 29 UnStyled podcast on Spotify where she will talk about the importance of getting back in-touch with everything that touch us, including our clothing. The main idea will be to translate brand’s personality and core values while talking about creating intimate and long-lasting relationships with clothing. This way Isabel Hambly will encourage listeners to buy less but better and appreciate their garments. The podcast will be a great tool gain more publicity and exposure to the brand widening our target audience.

FEBRUARY

MAY

In February, just in time for Valentines day, we will introduce Issy Hambly gift cards that will be available to spend at our website. The gift cards will be promoted via social media with special Valentines day offers. In addition to this, we plan to continue engaging with our consumers, asking them to share pictures of their perfect Valentine’s day with a hashtag #IssyHamblyValentines in order to win one of our brand new gift cards.

In May we will announce Issy Hambly collaboration with fashion brand COS for the upcoming fall season. COS offers modern, functional and aesthetically appealing designs. Issy Hambly will create a special limited edition collection in partnership with COS that will be available exclusively in COS stores and online for a limited time only. The products of the line will be kept in secret, instead just creating a buzz across both, Issy Hambly and COS social media channels, starting conversations and building engagement with consumers to keep them interested and excited.

THE COLLABORATION Are you MARIJA PUIPAITE Issy Hambly will collaborate with human intimacy inspired jewellery designer Marija Puipaite to create a line of tactile accessories. The limited edition collection will reflect the initial touch based concept of Issy Hambly designs and complement the clothing. The collection will feature jewellery that marks certain body parts with the idea to reflect the intimate connection between our bodies and non-living environment - how we build bonds with external world. Designer Marija Puipaite was chosen for the collaboration as she works towards similar concept exploring the harmony and comfort of human body through the sense of touch. Puipaiteâ&#x20AC;&#x2122;s approach to contemporary design will highly supplement Issy Hamby brand and help to spread awareness while expanding our clientele on an international scale.

ready to embrace the touch?

Issy Hambly reveals first collaboration with Marija Puipaite Highlighting the relationships between designs and human entity is what united these two talented minds.

‘‘

‘‘I

- 5th September -

ssy Hambly has announced her very first collaboration with Netherlands based Lithuanian product and jewellery designer Marija Puipaite. The collaboration is set to be released next month, featuring a line of Marija Puipaite’s tactile jewellery pieces made specifically to compliment Issy Hambly designs. The collection will be limited edition and will only be available through the fall season. Marija Puipaite creates jewellery pieces that are aimed to become natural, almost fluid extensions of human body, minimizing the sense of ‘‘other’’ one experiences when interacting with external objects. ‘‘It’s about forms following the body and our intimate connection with the material world’’, says Puipaite. Therefore, the accessories line will reflect the concept that both of these designers are interested in - embracing touch.

‘‘What happens then, when this relationship between design, materials and the body is no longer just conceptually embedded, implied, or ‘factored in’ during making–instead it becomes physically obvious, apparent in the most organic of ways.’’ - Marija Puipaite This will be a very first Issy Hambly collaboration after their launch in June, therefore we expect great things coming up with these two designers working together to deliver tactile outfits enhanced with tactile accessories. The collaboration will be celebrated in an exhibition that will take place in Nnoho Studios, London, where both designers will showcase their work. The jewellery pieces will also be available at the Issy Hambly pop-up later in the year.

Critical path

The critical path shown above covers 12 months of communication plan for Issy Hambly starting June 2019 going on to May 2020. The touch points depicted follows closely with the plan to ensure a successful strategic method is in place to meet our key objective - maximum brand exposure and high consumer engagement rate. Issy Hambly has a great potential to succeed as a brand with unique USP, distinct personality and strong sense of values reflected through our impeccable and irresistibly tactile designs.

Appendix Research Methodology In order to write Issy Hambly brand launch pack, primary and secondary research was conducted. Primary research covered interview with second year fashion designer Isabel Hambly herself, alongside short street interviews with three different age group female respondents to gain consumer insight on fashion brands. Secondary research included trend reports, such as WGSN, LS:N Global, tangible fashion magazines, such as Vogue and L’Officiel as well as books and various websites related to the concept. Business models were applied for a more in-depth analysis of the new brand.

Keller’s brand equity model

INTERview with designer ISabel hambly, Nottingham 03/04/2019 G: How would you describe your design ideas? I: My concept is material process based. I focus on colour blocking and texture with a view to represent a new take on femininity - without feminine colours. G: Where have you drawn your inspirations from? I: I am mainly inspired by artists who look into tactile objects, such as Dafna Kaffeman, Rachel Dein, Andrew Myers and Craig Warde. My collections are dictated by fabrics, while silhouettes are inspired by the chemical breakdown of the hormone that is released when we touch. G: How do you feel about choosing fabrics for your designs? I: Choosing the fabric is not a job, it’s a pleasure. During various exhibitions I satisfy the need to experience the fabric before starting creating a collection. I train it and imagine what kind of life it could give to a garment. G: Who do you see as your target audience? I: Mid-to-high-end market, women aged 25-35 with higher than average disposable income. My collection is meant for a young and energetic city woman, who has a clear purpose, interesting job. She is determined and doesn’t accept any style-quality compromises.

Resonnance Creating loyalty and emotional attachment through durable tactile designs. Judgments Feelings High quality materials and fabrics, hand-made and creafted functional designs. Performance High quality, tactile, durable and functional garments for everyday wear. Relatively affordable price point.

Trustworthy, soothing, empowering, confidence-boosting. Imagery Subtle and feminine, earthy colours.Designs reflect natural human need to touch the external world.

G: How do you see your work developing in the future? I: I would like to expand into menswear. G: If you could communicate a single message about your designs, what would it be? I: Emotional durability. I want to encourage people to stop going for fast fashion and providing emotional attachment to clothing would enable them to hold on to their garments longer. G: What values do you respect in other brands? I: Sustainability and the use of innovative high-quality materials.

Consumer research - Speed Street INTERviews, Nottinghm 17/05/2019 Zuzanna, 21

Lydia, 32

G: What do you look for in fashion brands? Z: Good fit, something comfortable to wear everyday.

G: What do you look for in fashion brands? L: Good quality clothes, functionality and great service.

Salience

G: Does sustainability in fashion matter to you? Z: Yes, it is very important, especially nowadays.

Consistent product portfolio with interesting silhouettes and modern designs. Brand events evolving around the concept of tactility, unique collaborations,.

G: How much are you willing to pay for a premium quality coat? Z: £250

Sally, 53

G: What do you look for in fashion brands? S: I prefer to invest in good quality, so I don’t look for trends as I need durable and classic G: Does sustainability in fashion clothes. matter to you? L: Yes, I prefer brands that are G: Does sustainability in fashion sustainable. matter to you? S: Yes, fashion must be ethical. G: How much are you willing to pay for a premium quality coat? G: How much are you willing to L: £400 - £500 pay for a premium quality coat? S: If it’s something for long-term, then up to £800. 61

Consent forms

Communication plan supporting material Pinterest boards

PRICING ARCHITECTURE

The prices of current products were estimated looking at competitorsâ&#x20AC;&#x2122; product ranges.

Instagram posts

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