Georgina Davies
REALISATION
CONTENTS
isle....................................................................................................................2 ORIGINAL COLOUR PALETTE.......................................................................................3 REFINED COLOUR PALETTE.........................................................................................4 REFINED MOOD BOARD..............................................................................................5 PATTERN AND TEXTURE.............................................................................................7 PREPARING MOTIFS FOR LASER ENGRAVING.....................................................................8 BESPOKE MOROCCAN PATTERN SILK............................................................................11
DEVELOPMENT OF SHORTS........................................................................................49 DEVELOPMENT OF CAPE..........................................................................................50 HAREM PANTS AND LEGGINGS....................................................................................51 PLACING LASER ENGRAVING......................................................................................52 COLLABORATIONS..................................................................................................53
ACCESSORIES
SCARVES.............................................................................................................54 INITIAL IDEAS ANKLE BOOTS INITIAL IDEAS......................................................................................57 HAREM PANTS.......................................................................................................13 BALLERINA PUMPS INITIAL IDEAS.................................................................................58 JODHPURS...........................................................................................................14 KNEE HIGH BOOTS INITIAL IDEAS................................................................................59 HOODS...............................................................................................................18 BELTS INITIAL IDEAS...............................................................................................60 DRAPING.............................................................................................................19 BAGS INITIAL IDEAS................................................................................................61 MOROCCAN METAL WORK........................................................................................20 SUNGLASSES INITIAL IDEAS.......................................................................................62 METAL WORK EMBROIDERY DESIGNS.............................................................................21 FINAL RANGE KAFTAN EMBROIDERY...............................................................................................24 FINAL LINE UP......................................................................................................63 OUTERWEAR.........................................................................................................27 FULL RANGE........................................................................................................65 DRAPED JACKET.....................................................................................................29 ANALYSIS OF RANGE AGAINST COMPETITORS...................................................................67
DESIGN DEVELOPMENT
DEVELOPMENT OF JODHPUR DESIGN............................................................................30 KNEE PANEL DETAIL................................................................................................31 WAISTBAND..........................................................................................................31 DEVELOPMENT OF SLEEVELESS SHIRT...........................................................................32 DEVELOPING SLEEVELESS SHIRT EMBROIDERY..................................................................33 DRAPED SHIRT DEVELOPMENT....................................................................................34 SLEEVE EMBELLISHMENT...........................................................................................34 DEVELOPING JODHPUR LEGGINGS...............................................................................35 DEVELOPING JERSEY BLAZER.....................................................................................36 FIRST RANGE PLAN EDIT..........................................................................................38 DEVELOPING SKIRT DESIGNS......................................................................................40 SKIRT BUTTON FASTENING........................................................................................44 SHIRT DESIGN DEVELOPMENT.....................................................................................45 PATTERNED SILK SHIRT.............................................................................................46 DEVELOPMENT OF A BASIC T-SHIRT..............................................................................48
SUPPLY CHAIN
EXAMPLE SUPPLY CHAIN FOR RANGE............................................................................69 DRAPERS SAVE OUR SKILLS CAMPAIGN..........................................................................70
MARKETING
EARLIER FINDINGS FROM MARKETING AND BOUTIQUE ANALYSIS............................................71 MARKETING THE ISLE BRAND.....................................................................................72 PHOTOSHOOT.......................................................................................................73 FINAL IMAGES.......................................................................................................74 WEBSITE.............................................................................................................75 BRANDED FINISHING PRODUCTS..................................................................................76 CATAZINE............................................................................................................77
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isle is all about juxtaposition
... ... ... ... ...
the the the the the
juxtaposition juxtaposition juxtaposition juxtaposition juxtaposition
of of of of of
craft and slick design traditional and modern textiles country and city life new and old media local products and international design
the inspiration for the first isle range is the juxtaposition of travel ... the want for something familiar and new at the same time ... taking elements of new lands home with you ... exploring and discovering new ways of living and dressing ... the paradox epitomised by the female explorers and eccentric tourists of the early 20th century ... the clash of textures ... the combination of draping and tight silhouettes ... the contrast of British sensibilities and the desert lands of North Africa ... the juxtaposition of sombre British colours and bright North African hues ... the clash patterns and plains
ORIGINAL COLOUR PALETTE
BURNT IVORY
PANTONE 7500 U
SOUK TIN
PANTONE 401 EC
ATLAS STONE
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SHARK SKIN
TURMERIC
PANTONE 8004 C PANTONE COOL GRAY 11 EC PANTONE DS 54-2 C
DUTCH GOLD
PANTONE DS 50-1 C
MEDINA CERAMIC
PANTONE 485 C
LAPIS LAZULI
PANTONE 275 C
SAADIAN AQUA
PANTONE 557 C
Picture references available in Appendix 7
REFINED COLOUR PALETTE BURNT IVORY
PANTONE 7500 U
SOUK TIN
PANTONE WARM GRAY 7 U
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ATLAS STONE
LAPIS LAZULI
SAADIAN KOHL
PANTONE 7505 U
PANTONE 539 EC
PANTONE 419 EC
DUTCH GOLD
PANTONE DS 2-91 U
TURMERIC
MEDINA CERAMIC
BRINJAL
PANTONE DS 54-2 U
PANTONE 485 C
PANTONE 506 PC
REFINED MOOD BOARD
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References available in Appendix 1
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..... draping ..... tight silhouettes ..... texture clashes ..... english eccentric styling ..... north africa ..... embroidery ..... metal work ..... shrouding the body ..... layering ..... pleats ..... pattern ..... colour ..... clash of cultures ..... matt against polished ..... classic british shapes
PATTERN AND TEXTURE
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Pattern and texture are key to the look for isle..... in this collection. This will be experimented with using laser engraving, embroidery and exploring colour schemes for woven designs. All of the designs will have a Moroccan influence because it is North Africa which is the inspiration for this collection.
All images from personal photographs
PREPARING MOTIFS FOR LASER ENGRAVING
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The laser engraving of these motifs has been carried out in collaboration with Hobarts Lasers in Kent.
The original motif ... taken from the Saadian Tombs in Marrakech
The original motif has been put into a circular motif ...
All images from personal photographs
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The circular motif has then been put into repeat forming a grid like pattern. This works really well because it makes the motif a bit more abstract.
This design uses the original motif and repeats into a linear pattern. Although interesting this isn’t as successful as the circular design.
Samples can be located in sample box
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ENGRAVED BUTTONS
Three natural horn buttons which have all been laser engraved to different depths. The first on the left has been engraved very lightly, the next more heavily and the third has been cut into and the recess backfilled with copper. The first doesn’t work well but both the others do. The copper one is the most interesting though. (Samples can be found in sample box)
All images from personal photographs
Samples can be located in sample box
BESPOKE MOROCCAN PATTERN SILK
One of the fabrics which has been sourced for the collection is a silk with a woven Moroccan tile pattern. This can be woven in bespoke colours by the mill who is represented by Henry Bertrand. Therefore colours from the colour palette for this collection have been used to work out the colour way for the silk.
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INITIAL IDEAS
HAREM PANTS
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Tangier: Watercarrier, 1891 Taken from Ben Jelloun,T (1999), p32
JODHPURS
...14 Jodhpur Taken from http://www.etsy.com/ listing/59000510/1920s-equestrian-wool-jodhpurs-riding
Jodhpur Taken from http://www. etsy.com/listing/59000510/1920sequestrian-wool-jodhpurs-riding
1920’s Jodhpurs Taken from http://dailyapple.blogspot.com/2010/03/apple-446-jodhpurs.html
Jodhpur Taken from http://www.etsy.com/ listing/59000510/1920s-equestrian-wool-jodhpursriding
Jodhpur Taken from http://www.etsy.com/ listing/59000510/1920s-equestrian-wool-jodhpurs-riding
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A hunting morning at Cliveden From Blow, S (1999), p64
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Carole Lombard Taken from Worsley, H. (2004), p320
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Deborah Devonshire with Myra and Gina Wernher Taken from Devonshire, D (2010), p82
HOODS
Tunisian Women and Camel Taken from http://www.corbisimages. com/images/AL010868.jpg?size=67&uid=70e00e36-e28d-42e5-b7d08b0b35b9bdb1&uniqID=0fdffd09-4d7a-4d2a-bcfb-7f13bb2215c4
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DRAPING
Guedra Dancer, Circa 1934-1939 From Ben Jelloun, T. (2000), p108
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MOROCCAN METAL WORK
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Metal work is a key part of the Moroccan life style whether it be patterned tea pots, tea glasses, tables, iron work from the souks or the metal jewellery and embroidery which is worn for special occasions. It can be anything from the most ornate table to the eyelets on a belt - everywhere you look there is beautifully crafted metal
Meknes, Woman in Holiday Costume and High Atlas, Woman of the Ait Mouhad Tribe, Circa 1934-1939 from Ben Jelloun, T (2000) p106
Freya Stark wearing Arab Dress Taken from Steffof, R (1992), p 126
Water Seller Taken from http://www.corbisimages.com/images/42-17312358. jpg?size=67&uid=032a94d5-84ec-4bc7-bb50-d9464e2d5443&uniqID=f6a4aa93eec5-49cf-a3c5-184a5e9bfaa8
Anti-Atlas, Berber Woman of the Issafen Tribe from Ben Jelloun, T (2000) p102
METAL WORK EMBROIDERY DESIGNS
Bedouin Woman Taken from http://www.corbisimages.com/images/42-16194870.jpg?size=67&uid=62725620-2b32-404681a2-7a555ec8ddfe&uniqID=dcea2d25-4223-4ac0-9d3d-363d3b214e7c
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Sample can be found in sample box
Tangier, Bride, 1989 Taken from Ben Jelloun, T. (2000) p171
EMBELLISHED NECKLINE.....FRONT FASTENING.....SEMI FLARED SHAPE
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KAFTAN EMBROIDERY
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Kaftan Taken from http://marrakechxanthe.files. wordpress.com/2008/07/kaftan-queenmb.jpg
Kaftan Taken from http://marrakechxanthe.files. wordpress.com/2008/07/kaftanqueenhb.jpg
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Sample can be found in sample box
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Sample can be found in sample box
OUTERWEAR
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Moroccan women in kaftans Sido Bou Othmane (December 1912) Taken from http://alexderavin.blogspot.com/2008_05_01_archive. html
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Two women race drivers at Brooklands race track Taken from Worsley, H (2004), p185
DRAPED JACKET
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Bedouin elder Jerusalem, Palestine (2 August 1918) Taken from http://alexderavin.blogspot.com/2008_05_01_ archive.html Draped Jackets Taken from British Vogue Whole Number 2468 Vol 170 March 2004, pg 297
DESIGN DEVELOPMENT
DEVELOPMENT OF JODHPUR DESIGN
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An ankle button detail will definitely be used in order to reflect the traditional jodhpur design. The simplest detail will be used because anything more fussy would detract from the rest of the jodhpur. PAPER BAG WAIST.....KNEE PANEL DETAIL.....JODHPUR HIP SHAPING.....SLIM LEG.....BUTTON ANKLE DETAIL
KNEE PANEL DETAIL
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WAISTBAND
The knee detail and waistband shape are both key parts of this design and so different shapes have been considered. The two that have been chosen are quite simple details which will work together on the whole design.
DEVELOPMENT OF SLEEVELESS SHIRT
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CHOSEN SHAPE
EMBELLISHED NECKLINE....SEMI FITTED SHAPE......SLEEVELESS.....DEEP NECKLINE.....STAND COLLAR
DEVELOPING SLEEVELESS SHIRT EMBROIDERY The simple sleeveless shirt shape will be used as a canvas for the metal work embroidery. This could either be a random pattern or very regimented.
Embroidery will be carried out in a variety of copper washers and antique copper trace chain. All are varying copper colours which will create a nice tonal look.
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DRAPED SHIRT DEVELOPMENT
SLEEVE EMBELLISHMENT
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DEVELOPING JODHPUR LEGGINGS
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Taking jodhpur detailing from initial trouser idea and transferring to a slim legging shape with button detail and pockets.
DEVELOPING JERSEY BLAZER
SHAWL COLLAR.....DOUBLE BREASTED FASTENING.....BELTED AT WAIST.....OVERSIZED FIT.....STRAIGHT SLEEVE
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FIRST RANGE PLAN EDIT
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CAPES....
The mix of lengths and embellishment is strong within the cape category and will not be added to or changed for the moment.
TROUSERS....
Three trouser shapes have been chosen for the range. A harem, a high waisted jodhpur and a legging. Changes will be made with these items, transferring the pockets and button detailing from the leggings to the harems.
SHORTS.... JACKETS AND COATS.... The two coats and jackets which have been definitely decided on are the trench and belted blazer. A draped jacket has been added in order to have an extra jacket although this is not a firm part of the range yet.
Two pairs of shorts have been included in the initial range. These are a similar length but have different details. The ‘paper bag’ waist continues the story from the trousers and jodhpur detailing is used on the other pair.
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DRESSES....
It has been decided that either two or three dresses are needed within the range. From this initial edit the two embellished dresses will be kept and another one may be added at a later date.
TOPS....
The three fitted shirts which have been put into the initial range work really well. A simple fitted shirt will also be added to the range. Of the jersey pieces the draped t-shirt will be replaced with a simple t-shirt and the cowl hood t-shirt will be kept.
SKIRTS....
Skirts are the area of the range which need working into most. The slim fit skirt with embellishment will be kept but the other two will be lost or developed. Three skirts are needed for the range so two more will be decided on.
DEVELOPING SKIRT DESIGNS
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Phyllis Cantry-Hubbertsy Taken from Blow, S (1983) p102
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A fearsome girl gang Taken from http://www.guardian.co.uk/books/booksblog/2007/ oct/24/the20thcenturysmostfascina
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A meet of the Percy at Westnewton House Taken from Blow, S (1999) p95
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SKIRT BUTTON FASTENING
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Button detail skirt Taken from Hudson, C (2010), p73
SHIRT DESIGN DEVELOPMENT
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Following the first range plan edit it was decided that a basic short was needed in the range. This was in order to have a simple piece which could be used throughout the range. A basic oversized fit shirt was decided on but various yoke shapings were designed.
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PATTERNED SILK SHIRT
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Following the inclusion of a basic shirt the fabric had to be decided on. The shirt will be available in a plain shirting but it has also been decided to have one in the patterned silk which is used as a detail within the range.
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DEVELOPMENT OF A BASIC T-SHIRT
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Following the first range plan edit it was decided that the draped t-shirt was not needed and that instead a simple basic t-shirt would be added.
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BRITISH TO THE CORE
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DEVELOPMENT OF SHORTS
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There will be two pairs of shorts within the range. On the initial range plan edit the shorts are both high waisted, it has therefore been decided that one pair should have a lower waistline. The shorts which will be developed are the button detail shorts. Other details will also be changed from the initial design.
DEVELOPMENT OF CAPE
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The basic shape of the cape has not changed through development with it staying a semi fitted shape with a high collar. All the changes have been aesthetic linking to the panels, collar or fastening.
INITIAL IDEA
EMBROIDERY CHANGED, LESS BUTTONS AND COLLAR SEAM ADDED
CENTRE SEAMS REMOVED
EMBROIDERY ADDED ROUND WHOLE COLLAR
FASTENING SWITCHED TO OTHER SIDE
BUTTON FASTENING MADE INTO A CONCEALED PLACKET
HAREM PANTS AND LEGGINGS Following the initial range plan edit it was decided that the leggings were too tailored to work in the jersey fabric. Therefore the solution was to transfer the tailored elements to the harems to make these a smarter pair of trousers.
Button details at the jodhpur ankle is to be kept although it will not be functional. The jetted pockets and waist button detail have been transferred from the jodhpur to the harem, making it a much more tailored look which suits the cloth it is to be made in.
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PLACING LASER ENGRAVING
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The velvet jodhpur is a style which will definitely be used within the final range. The shaping and panel shape has been decided but it is undecided at to where to place the laser engraved detail. These illustrations show the style of the jodhpur with different placing’s of the pattern. Although the use of the pattern on the knee panels works well the pattern could be lost on the inside of the leg which would be a shame. Therefore the other placing’s have focused on the waistline. The waistline is already a feature with the paper bag waist and so adding a pattern to this could work really nicely.
COLLABORATIONS
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Two companies have been worked with closely in order to get the materials wanted for the range. These are Henry Bertrand who helped organise the bespoke coloured silk and Hobart Lasers who have carried out the laser engraving.
HOBARTS LASERS
HENRY BERTRAND
The same motif of the Moroccan tile is being used throughout the laser engraving, both on the fabric and the buttons. The image to the left shows the full laser bed which was used for the fabric. This artwork would fill the whole of the usable laser bed, measuring 60cm x 30cm, so that as much fabric as possible can be engraved in one go. The artwork above shows the tile which is to be used on the two buttons. The larger artwork is for the tailoring buttons and the smaller artwork is for the shirt buttons.
This is the artwork which was sent to Henry Bertrand for them to follow for the bespoke silk. The alignment of the colours is the same as in the original design but all the colours for this one are bespoke.
ACCESSORIES
SCARVES INITIAL IDEAS It has been decided that a range of accessories will be designed to work alongside the clothng range. These will all be in similar colours and use similar patterns in order to create a cohesive range.
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ANKLE BOOTS INITIAL IDEAS
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BALLERINA PUMPS INITIAL IDEAS
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KNEE HIGH BOOTS INITIAL IDEAS
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BELTS INITIAL IDEAS
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Freya Stark wearing Arab Dress Taken from Steffof, R (1992), p 126
BAGS INITIAL IDEAS
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SUNGLASSES INITIAL IDEAS
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FINAL RANGE
FINAL LINEUP
AZILAL CAPE RACHIDIA JODHPURS
IFRANE SHIRT RACHIDIA JODHPURS
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KENITRA SHIRT RACHIDIA JODHPURS SAADIAN BAG
MEKNES T-SHIRT TATA SHORTS DARIJA SCARF
MELLAL JACKET LARACHE SHIRT KHENIFRA LEGGINGS MARRAKECH BELT
GUELMIM SHIRT SMARA SKIRT
CHAOUEN JACKET DAKHLA SKIRT FEZ BELT
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NADOR T-SHIRT TIZNIT SKIRT SAADIAN BELT
OUJDA DRESS RIFFIAN SCARF
AGADIR CAPE HOCEIMA JODHPURS
JADIDA JACKET MEKNES T-SHIRT KACEM SHORTS
BOULEMANE COAT OUJDA DRESS SULTAN BAG
SETTAT DRESS
FIGUIG SHIRT LAAYOUNE HAREM PANTS
FULL RANGE
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Illustrated range plan can be found in portfolio
ANALYSIS OF RANGE AGAINST COMPETITORS COMPETITORS PRICE BREAKDOWN
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isle.... PRICE BREAKDOWN
£380 £369
£496
£355
£238
£207
£475
£420
£228
£370
£399
£153 £352
An average price breakdown for all the product categories has been carried out for the isle.... range and its competitors. The analysed competitors are Nicole Farhi, Paul Smith Black, Elizabeth and James, Lover and By Malene Birger. The average prices for the isle...collection fit nicely with the competitors structure with many categories being the same price and the price architecture via category being exactly the same. The entry price point for the isle....range is achievable at £153 with the average price for the top pieces also not being too unachievable. The price breakdown therefore shows that the brand fits well into where it was aimed at and suits the proposed consumers spending.
isle..... RANGE BREAKDOWN
COMPETITORS RANGE BREAKDOWN
8%
11% 32%
11%
9%
10%
11%
10%
8%
12% 13%
26% 39%
The competitors ranges and the isle.....range have been broken down into percentages in order to analyse the weighting of the range. As can be seen both the diagrams show that tops are the most heavily weighted category. The main difference is that the isle..... range is much less dress focused than the competitors although the range is still nicely balanced and the range is less formal than some of the competitors ranges. There is a similar weighting on all other product categories as the competitors.
SUPPLY CHAIN
EXAMPLE SUPPLY CHAIN FOR RANGE
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In order to analyse the supply chain for the isle..... range one piece from the range has been picked and a supply chain put together for it. In keeping with the ethics of the brand all manufacturing will be carried out in the UK with as little travel between mills and factories as possible. This is in order to support local UK business and also to keep the carbon footprint of the brand low. The piece which will be analysed is the sleeveless blouse with metal work embellishment. The factory which has been chosen for this supply chain is a cut, make, trim (CMT) factory which means that everything for production will have to be provided for the factory.
Fabric driven from Acorn Shirtings (BB9 5SP) to fabric dyers, DP Dyers (HD9 6JL)
52 miles 0.02 Tons
Dyed fabric driven from dyers to Phoenix Clothing factory (NG1 3BB)
63 miles 0.03 Tons
137 miles 0.06 Tons
54 miles 0.03 Tons Driven from Phoenix Clothing factory (NG1 3BB) to warehouse facility in Ascot, Berkshire (SL5 7NT)
Washers for embroidery driven from GS Brough (B12 0UR) to Phoenix Clothing factory (NG1 3BB)
Warehousing in Berkshire has been chosen because of its easy transport links in and out of London as well as its proximity to the M25 and M40 for delivering to the rest of the country. Once the products have been delivered to the warehouse they will remain there until ordered in by boutiques.
TOTAL MILEAGE - 365 miles 69 miles 0.03 Tons Fusible interfacing driven from Eastman Staples (HD1 3QW) to Pheonix Clothing factory (NG1 3BB)
TOTAL CARBON - 0.17 Tons
All carbon calculations have been worked out using a non specific van up to 3.5 tonne in weight on the website http://www.carbonfootprint.com/calculator
DRAPERS SAVE OUR SKILLS CAMPAIGN The industry magazine Drapers has recently started their ‘Save our Skills’ campaign focused on promoting and building the UK manufacturing industry and the training which goes with it. One of the main issues which has been identified is the lack of a young skilled workforce which is stopping the industry from expanding. This lack of a skilled workforce can be attributed to a lack of technical education being aimed at the correct people. There also needs to be more support from the government in order to help fund training and help the industry grow.
‘If...production is to thrive in Britain, there has to be a real consensus between industry and Government on how this can be achieved. It begs the question as to whether there is a real commitment by the powers that be to revitalise manufacturing in the UK’ (Kottler, 2011)
This quotation from the Chief Executive of the British Footwear Association sums up the main issue. In order for British manufacturing to be productive government support is needed whether it be for garment production or fabric production. The real problem is that there needs to be an industry and government wide move to British sourcing and manufacturing. Since Drapers SOS campaign began in January there has been a lot interest within the industry and it has been reported that many household names are looking at coming back to production within the UK. These include Dents, Marks and Spencers, Clarks, Shop Direct, Celtic Sheepskin and Topshop. This industry can only survive with influence from the high street giants because they are the ones who will bring large enough orders to sustain the factories and mills.
‘Many of the attendees believed that retailers have a huge role to play in facilitating the growth of UK manufacturing. Cook said that ‘its all about retailers giving you the margins’’ (Santi, 2011) This quotation is in reference to the British Manufacturing summit that was run by Drapers in April including many people from the industry. It ultimately sums up that it is down the retail end of the fashion industry to save the manufacturing areas. Without them sourcing here and placing large enough orders with sensible margins the manufacturing industry will disappear.
The editor of Drapers, Jessica Brown, believes that another important element of keeping manufacturing alive is promoting it successfully.
‘We should look to the Italians and create an official and enforceable ‘Made in Britain’ labelling system to protect our export market’ (Brown,
2011) The Italian industry is much better at marketing itself and is in a much stronger position. As said by Brown maybe having a cohesive industry wide identity and branding would help create a stronger business.
Drapers SOS campaign has been very successful so far at raising awareness and is beginning to have an effect. An industry that is already waking up to British manufacturing would be a perfect time to launch a fully British brand such as isle....because it would be reflecting the current feeling. isle....being fully British would also hope to help in small part to support the industry. By placing orders with mills and factories it would be giving them work and through its promotions be alerting people to the manufacturing industry which does still exist in the UK.
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MARKETING
EARLIER FINDINGS FROM MARKETING AND BOUTIQUE ANALYSIS
... have an online presence as well as perfecting ways of directly communicating with the consumer ... engage in social networking it is one of the easiest ways of updating consumers with stock and offer information ... run competitions in connection with the social networking. For instance the person who gets the most new friends or followers for the business gets 10% of their next purchase. This not only makes the consumer feel valued but also gets a larger marketing base for the brand with little effort. ... use a catazine or magalogue to interact with consumers in an informal way. They are perfect for introducing the brand ethos and engaging a consumer within its values ... catazines can also be used to give consumers special offers and information on issues that relate to the brand ... consumers like to feel special and valued - get involved in their lives by running events and treating them like friends ... run a membership scheme to the brand so that members get updates, early sales shopping and other benefits. This again makes them feel valued and increases brand loyalty ... offer a personal relationship with the consumer which they will not be able to get from large brand. Find out what they do and don’t like, offer personal styling advice. Remember that the customer is key! ... become active within the local community - take part in local events such as fund raising evenings to raise the profile of the business in the local area ... use the current interest in local food and products to find customers. For instance tie-ins with local Farmers’ Markets could be used to get in touch with the prospective consumer
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Local boutique events
Joint evenings with local businesses
Tie ups with local groups such as book groups
EVENTS OUTSIDE RETAIL
Instore styling/ pamper nights
Instore brand nights where consumers can get an insight into the brands workings
RETAIL
Catazine available in all stockists Adverts in local and national press
Competitions run through Twitter and Facebook for consumers who introduce friends to the brand
MARKETING THE isle..... BRAND
PRINT Local events
SOCIAL NETWORKING
Photoshoots CATAZINE
Book and film reviews
ONLINE
Product information
Restaurant reviews Articles about inspiration for range
Used for quick communication Traceability app
Online catazine Traceability tool
OWN WEBSITE
Travel Competitions
Stockists information Blog
Profile of suppliers Development of range
PHOTOSHOOT
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A photoshoot is integral to the marketing of the isle..... brand because it will be used both on the brands website, in stockist images and the catazine. Because the catazine is such a large part of the brands marketing the shots need to be perfect for this. It has therefore been decided that the shots will be of an editorial quality which will create a more magazine feel within the catazine and stop it looking too much like a catalogue.
INSPIRATION
Trail Blazers Taken from British Vogue Whole No 2516 Vol 174 March 2008, p311
Now and Then Taken British Vogue Whole No 2555 Vol 177 June 2011, p176
STRONG POSES.....LAYERING.....ANKLE BOOTS.....COLOUR CLASH.....LONG LOOSE HAIR.....OVER THE KNEE SOCKS Out of the Woods Taken from British Vogue Whole No 2475 Vol 170 Oct 2004, p345
The Road to Marrakech Taken from British Vogue Taken Whole No 2478 Vol 171 Jan 2005, p95
More Dash less Cash Taken from British Vogue Whole No 2535 Vol 175 October 2009, p204
FINAL IMAGES
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WEBSITE
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An online presence is very important to a new brand, especially one which has an added element to it. The traceability feature within isle.... means that the consumer can find out exactly where the materials to make their clothes have come from. Therefore there will be a whole section within the website dedicated to this element, a mock up of which can be seen below.
isle
home.....
about.....
collection.....
traceability.....
stockists.....
blog......
catazine.....
BRITISH TO THE CORE
isle on facebook New stockists updated on website 2 hours ago Head over to isleclothing.com to see the new collection 4 hours ago
isle on twitter
An online presence is also key for consumer interaction and isle..... is a brand which will embrace social networking and blogging to reach as wider market as possible. There is a lot of scope through Twitter and Facebook to involve the consumer in as much of the brand as possible, therefore increasing their connection with and interest in the brand. Competitions and give aways will be used on Facebook and Twitter in order to gain followers and also to reward the consumers who are involved. The website will also be used to keep information about the brand, images from the collections, stockists information and to house an electronic version of the catazine. The catazine for isle..... will be available both in print from stockists and requesting one from the website and also in an electronic version. This is so that as many readers as possible can be reached.
@isleclothing
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Exciting. A fabric for the new collection has arrived! cant wait for you all to see 3 hours ago
isle
BRITISH TO THE CORE
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about.....
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catazine..... isle on facebook
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New stockists updated on website 2 hours ago
SH/010/009/009 Kenitra Silk Shirt
Head over to isleclothing.com to see the new collection 4 hours ago
A - Main Fabric Moroccan Silk Woven in Suffolk, the home of British silk production since the 1700’s B - Inside Yoke Fabric Striped Cotton Woven in Lancashire by Acorn Shirtings who have been weaving fabric since the early 1900’s C - Buttons Bespoke Engraved Horn Buttons Buttons made in the West Midlands by James Grove & Sons who have been manufacturing since 1875. Engraving and copper infilling also carried out by James Grove & Sons. D - Shirt manufactured by Rayner and Sturges in Kent who have been manufacturing since 1913
isle on twitter @isleclothing
B
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C A D
Exciting. A fabric for the new collection has arrived! cant wait for you all to see 3 hours ago
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BRANDED FINISHING PRODUCTS
...76 6cm
The isle..... range is to be sold in independent boutiques instead of through its own store therefore branded packaging is not needed for the range. The products will be branded with a label and swing ticket which includes the traceability information. It will also be requested that the boutiques selling the range sell it hung on isle..... branded hangers which will help set it apart from other ranges on offer.
isle
BRAND LABEL 3cm
BRITISH TO THE CORE
The brand label is a simple clean woven label. It clearly shows the brands logo and ‘British to the Core’ tag line. The simple neutral background means that the label will look good in any colour garment.
SWING TICKET
The design below shows the swing tickets which will be used throughout the range. The design is simple and clear in order to make it easy to recognise and clear to understand. Being in a neutral colour it will also not detract from any of the garments it is put in.
isle
Front Piece
BRITISH TO THE CORE
Where have I come from?
Fabric ... Somerset ... Woven by Fox Brothers Binding ... Lancashire ... Woven by Acorn Shirtings Buttons ... West Midlands ... Made by James Grove Ltd
Azilal Cape Size 10 £455 Double sided insert
Unique traceability no - 6493 Find your products history ... Enter it into www.isleclothing.com to discover more
Back Piece www.isleclothing.com
HANGERS
Two types of hanger will be supplied with the isle..... garments for the boutiques. A clip one for trousers, skirts and shorts and a coat hanger for the rest of the range. Both of these hangers will be made out of beech wood and engraved with the isle.....logo and branding.
14cm
3.7cm
High Definition label with folded end
CATAZINE
...77
The isle..... catazine will be used to bring the consumer closer to the brand. It will include photoshoots of isle..... clothing styled as if for a magazine, articles that relate to the brand and current inspiration and lifestyle articles for the consumer, such as book and film reviews. This will be available within stockists of the brand, via post to consumers and as an online version on the brands website. The success of a catazine is by amalgamating the desirable bits of a catalogue and magazine together, by doing this the consumer has some interesting to look at while also being able to by the garments inside it. A few layouts have been mocked up for the catazine to see how it would work.
Photographs by Caroline Rink Model Frankie Poburka
...78
Photoshoot pages with product details. This could also include local stockist information
Photographs by Caroline Rink Model Frankie Poburka
...79
Photoshoot with product details and book reviews suitable for the consumer
Photographs by Caroline Rink Model Frankie Poburka Book images from own photographs
...80
Travel piece focusing on Morocco, the inspiration for the isle..... range
All photographs from personal library
...81
Editorial style photograph
Photographs by Caroline Rink Model Frankie Poburka