BRAND PLANNING 陳君頤 Jiun-I Chen
B RAND P LANNING
職業 occupation
家庭 family
居住地 address
Target customer
收入(年NT) annual income(NT) 性別 gender 年齡 age 品味 taste
社會級別 Class 人格特質 personality
設計總監 Art director , 接設計案子 SOHO fashion designer 爸爸電子業 Father: engineer in electronics industry 媽媽大學教授 Mother: a university’s professor 弟弟新聞主播 Brother: is a news anchor 單人小套房位於交通方便的地方 Living individually in a small suite with convenient transportation.
700000-800000 (NT) 女 female 28-35 adult, single career 喜歡簡單俐落容易搭配的服飾，像是一些設計師品牌:簡單細緻，有著無法取代的 獨特性 Like simple and neat clothes, such as some designer brands: with irreplaceable clean and unique. 中上 Moderate 未婚，願意將薪資投資在服飾、美容美髮上，偏好流行時尚，喜歡與眾不同 Single, who chases fashion and beauty salons and is willing to spend money on it.
B R A N D
Brand name
Brand concept
JC (Jiun-I Chen) 訴求獨一無二，以獨特性、不可取代性、實穿性為訴求，來與快速時尚品牌競爭。以設計 師個人的風格特色融入品牌，以28-35歲的單身女子為客群，強調簡單俐落的設計線條、 版型變化使看似簡單的衣服卻又不失細緻典雅。 Clothes are emphasized on unique, irreplaceable nature, comfortable and neat, derived from personal style of the designer to compete with fast fashion brands. Target on single career women with age of 28-35.
Brand Logo design
Brand logo concept
將J和C共同用一邊如同品牌的概念－追求簡單俐落不繁複的個性化線條設計。 The J and C share the same side reveal the brand concept of simple, unique, neat and personalized line design.
Target customer Life style
食 Food & drink life
平常上班吃些小吃速食或自己烹煮 偶爾跟朋友聚餐 早上會喝杯咖啡或茶 消費價位不等 Work day eat with fast food or self-prepared food Sometimes, off work will have meals in restaurants with friends. Have a cup of coffee or tea in the morning. Living expense in food and drink irregular
衣 Fashion life
偶爾會購買一些精品品牌 平常偶爾逛逛百貨公司 Occasionally buy some luxury brands Sometimes go to department stores.
住 Living & interior life
單身個人小套房以簡潔俐落乾淨作為設計 平 時出差住商務旅館 偶爾遊玩住飯店 Single, live in a small suite with simple, neat and clean design. Business visits stay in motel. Travels occasionally live in hotel.
行 Communication life
喜歡接觸一些新興的電子產品 交通工具有車 子公車捷運等等 平常需要使用一些通訊的 APP Like new electronic products. Depend on public transportation systems, e.g. bus and MRT. Sometimes use commercial Apps.
平常會固定去運動，偶爾會去看看書、聽音 樂、看電影豐富生活 Exercise regularly. Sometimes go for shopping with friends, listen to music and watch movies to enjoy life.
娛樂 Leisure & entertainment life
適用專櫃的保養品化妝品，偶爾會去做一些 美容雷射
Health & beauty life
Using makeup and skin care products from cosmetics counter. Sometimes go for laser beauty
Creative life
精品包包飾品 明信片 Buy boutique fashion bags, jewelry and postcards infrequently.
3.1 Phillip Lim
DOUCHANGLEE 台灣服裝設計師竇騰璜和張李玉菁所成立的品牌 品牌風格 : 都會、現代、簡約為設計理念
3.1 Phillip Lim 是華裔美籍設計師林能平 (Phillip Lim) 和他的 partner 周絢文於 2005 年創立的品牌 服裝風格 : 自信瀟灑、帶有現代感、不失女性化的服飾
Taiwan fashion designer Stephanie Dou puts and Zhang Li Yujing brand established by Brand style: city, modern, minimalist design concept
3.1 Phillip Lim is a Chinese-American designer Lin Neng-ping (Phillip Lim) and his partner Wen Zhou Xuan brand founded in 2005, Cloth style : confident chic, with modern, yet feminine clothing
PRICE$ CLOTH $4000 COAT DRESS $12000
PRICE$ CLOTH $9000 COAT DRESS $20000
競爭品牌特色 ZARA
ZARA是西班牙著名品牌 快速時尚品牌之一 品牌風格 : 以便宜的價格買到當季流行的款式、簡單都會、復古浪漫、多樣化的風 格 ZARA is the famous Spanish brand Dast-fashion brand Brand style: reasonable price to buy seasonal fashion style, simple will, retro romantic, diverse style PRICE$ CLOTH $1000 COAT DRESS $4000
MANGO
Mango是西班牙一家國際化的時裝設計公司 商品分為四個系列 : Dressy上班系列、Casual休閒系列、Sporty運動系列、 Evening晚宴系列 價格定位和年齡定位均比ZARA高 品牌風格 : 時尚、摩登、具都會感 Mango is a Spanish international fashion design company Clothes are divided into four series: Dressy work series, Casual leisure series, Sporty sports series, Evening Dinner Series Price positioning and high age-targeted than ZARA brand Style : Stylish, modern, with a will feel PRICE$ CLOTH $2000 COAT DRESS $8000
Strength
1.設計師品牌有個人獨特風格 2.獨一無二的設計，其他奢侈品牌無法替代 3.簡單俐落中性化的剪裁設計 4.休閒正式兼具 5.網路上也會成立販賣管道
Opportunity
1.價格與其他設計師品牌相較較為便宜 2.根據問卷訪問，現代人多大偏好簡單俐 落、運動的設計風格 3.現在市場上喜歡高質感、版型變化的設 計 4.大概有一半的民眾衣服淘汰率低，可能 會優先選擇高質感的服飾
1.The price compared to other designer brands are cheaper 2.The questionnaire access, people much prefer simple and neat, motion design 3. Now like high texture, the version on the market design changes 4. About half of the public clothes-out rate is low, you may prefer high texture clothing
1. designer brands have a unique personal style 2. The unique design, other luxury brands can not be replaced 3. simple and neat tailoring neutral design 4. Casual Formal both 5. Online sales
Weakness
1.風格可能較為統一，不像一些複 合式品牌有多種風格 2.現在網路服飾產業發達，單價較 為高，顧客接受度可能不大 1. The style may be more unified, unlike some brands have a variety of styles compound 2. Now Internet Clothing industry developed, relatively high unit price, customer acceptance may not be good
Threat
1.在快速時尚的威脅下，可能受到衝擊 2.由於品牌知品度不夠高，可能顧客會優 先考慮其他品牌 3.大概有一半的民眾衣服淘汰率高，可能 會優先選擇便宜的服飾 1. Under the threat of fast fashion, may be affected 2. As the brand known product is not high enough, it may give priority to customers other brands 3. About half of the public clothes-out rate is high, you may prefer cheap clothing
TO SOLVE PROBLEM 1.廣告宣傳增加品牌知名度 2.將品牌特色優點讓顧客了解 3.店鋪可設置在有多風格品牌店的區位 4.高品質、多重搭配性的單品 1. advertising increased brand awareness 2. For customers to understand the characteristics and advantage of the brand 3. shops can be set in a variety of style shops 4. High-quality, multi-mix of a single product
PRICE (H) PRADA 夏姿 LV
MIUMIU CK A|X 3.1 Phillip Lim DKNY JC
DOUCHANGLLEE agnès b
22OCTOBRE
MANGO GIORDANO/LADIES
YOUNG
MATURE A&F
ZARA
GAP
UNIQLO
H&M
PRICE (L)
Vanguard
Maison Martin Margiela
DIOR
3.1 Phillip Lim
Artifacts
Celine
ZARA
DKNY
JC 22OCTOBRE
H&M
Chloe
A|X
H:Connect MANGO
MIUMIU
CK
FAST FASHION
FASHION DESIGNER
GAP agnès b
夏姿
GIORDANO/LADIES DOUCHANGLLEE
PRADA
A&F
LV UNIQLO
Classical
Marketing channel
路面店 SHOP
台北市中山區南京東路二段 租金：100,000 元/月 押金：二個月 坪數：34.34坪 樓層：1F/6F Nanjing East Road, Section 2, Taipei in the mountains Rent: $ 100,000 / month Deposit: two months Floor count: 34.34 Floor Floor: 1F / 6F
參照BRAND PLANNING PRACTICE – Appendix由於坪數最為符合需求， 以及租金位置合理 Referring BRAND PLANNING PRACTICE - Appendix Meet the needs of the most since the space of the shop. The rent and the position reasonable.
路面店 SHOP
路面店 SHOP 裝潢費用約200萬
周邊 Surrounding
外裝潢 Outdoor decoration
內裝潢 Indoor decoration
路面店 SHOP
百貨 Department store
台北統一阪急百貨 - 台北市忠孝東路五段8號 1. 交通方便，鄰近市政府捷運站 2. 百貨定位25-35OL 3. 2010年開幕
Taipei unified Hankyu Department Store - Taipei Zhongxiao East Luwu Duan 8 1. Conveniently, near City Hall MRT station 2. Department Store Location 25-35OL 3. 2010Opening
百貨 Department store CHOOSE A22 A21 租金 = 抽成營業額 + 租金 Rent = pumped into turnover + Rent
網路商店 Internet Shops
1.節省成本 2.更換商品容易 3.網路上的熱賣款可以在實體店面販售 4.消費者可以24小時選購 5.由於屬於中高端品牌所以自行架設網路空間 1. Cost savings 2. Easy replacement of goods 3. Hot models on the web can be sold in physical stores 4. Consumers can buy 24 hours 5. Because it belongs to the high-end brand so set up their own cyberspace
Management
Management Aim
短期 Short term
中期 Mid-term
長期 Long-term
先以女裝28-35族群為主進行設計 風格較為單一簡單俐落 店鋪已少為精 The first to be designed mainly for women 28-35 Style is more simple and neat Shops have been less for the fine
逐漸加入各種風格款式適合各種場合 例如 :上班系列、休閒系列、運動系列、晚宴系列 店鋪逐漸慢慢擴展 Gradually add various styles for all occasions For example: Dressy、Casual、Sporty、Evening Shop gradually expand
加入男裝設計 店鋪遍及全世界 Add menswear design Shops throughout the world
組織架構
董事長
總經理
銷售部
生產部
行政部
商品企劃部
財務部
採購
生產
人力資源
設計
核算
銷售
維修
跟單
產品企劃
會計
工廠
出納
Employee Benefits
1. 2. 3. 4. 5.
定期每年做員工訓練 每年績效評比 員工旅遊 健保、勞退 年終、績效獎金
Regular staff training each year Annual performance appraisals Staff travel Health care, labor retreat Year-end performance bonuses
Promotion
1. 爭取各大時裝雜誌的版面，例 如 : Vogue, Marie Claire等等 2. 拍攝形象短片 3. FB成立粉絲專業 4. 廣告海報 1. The layout for the major fashion magazines such as: Vogue, Marie Claire, etc. 2. Shooting the image of the movie 3. FB established professional fans 4. advertising posters
Product Design
Label Design
3*4.5CM
PACAGE DESIGN
JIUN-I CHEN
JIUN-I CHEN
25*30*10CM 燙銀文字
Tag Design
14*3.5CM 燙銀文字
Business Card Design
9*5CM 燙銀文字
The basic plan annual MD Beginning
Annual Plan
SHOP展開內容 Expand the SHOP contents
女裝 Women
商品設計方針 Approach to product design
中性、上班、休閒 Neutral, work, leisure
季節別 Season
SSAW
商品方類
Goods category
主力商品 The main commodity
TOPS
45%
COAT
25%
輔助商品 Auxiliary merchandise
包包、鞋子 bags, shoes
15%
關聯商品 Related Products
男裝 Men
15%
構成比例 Composition ratio SS 55%
AW 45%
Pricing
主力商品 The main commodity
W O M E N
TOPS
(SS)1600-6000NT (AW)3000-8000NT
COAT
(SS)5000-12000NT (AW)6000-15000NT
輔助商品 Auxiliary merchandise
包包、鞋子 bags, shoes
關聯商品 Related Products
M E N
SIZE
32,34,36
3000-8000NT
TOPS
5000-10000NT
COAT
7000-17000NT
Lucid Dreaming We dream of Armageddon Extreme weather To kill us NOW 清晰夢境 我們做著世界末日極端氣候的夢 在背後追殺著我們 現在
隨著科技的進步、時代變遷，全球暖化的問題日益嚴重 我們曾預言的世界末日彷彿正在上演序曲 無法預知的災害氣候，在我們的背後追殺著我們 如同夕陽慢慢殞落 With the progress of science and technology changing times, causing the growing problem of global warming We had predicted the end of the world if it is being staged Overture Unpredictable weather disasters in our behind to kill us As the sun slowly die down
2016 S/S SEASON
時期Period
前期Early days – Feb. Mar. April
後期Last period – May. Jun. July.
以夢境做作為前期的主題，夢中朦朧的神祕感，粉嫩的顏色， 來曾現夢中清晰無比的的夢境，彷彿現實。 dreams as early themes, dream hazy mystery, pink color, to have very clear now dream of dreams, as if reality.
以下雨作為後期的主題，世界末日、氣候異常，夏天的大雨異常的 不正常…….警訊著我們世界末日。 rain as last period themes, abnormal climate, end of the world, summer rains abnormal ....... Alert us apocalyptic.
Story 櫥窗
Story 解說
主色 Main color
PANTONE P1-1C
PANTONE P169-2C
PANTONE BLACK CP
PANTONE 1859CP
PANTONE P34-13U
PANTONE P37-16U
PANTONE P10-4U
PANTONE P1-8U
PANTONE 7453CP
PANTONE P1-1C
PANTONE P169-2C
PANTONE P1-1C
PANTONE 403CP
PANTONE P170-2U
PANTONE P37-16U
PANTONE P1-8U
配色 Match colors
PANTONE BLACK CP
PANTONE 183CP
PANTONE 400CP
時期Period
前期Early days – Feb. Mar. April
後期Last period – May. Jun. July.
主要素材 The main material 棉 COTTON
聚酯纖維 Polyester 烏干沙 Uganda yarn
棉 COTTON
塑膠PLASTIC
輔助素材 Auxiliary material 聚酯纖維 Polyester
絲 SILK
聚酯纖維 Polyester
絲 SILK
烏干沙 Uganda yarn
關聯素材 Associate Material 棉 COTTON
聚酯纖維 Polyester
棉 COTTON
聚酯纖維 Polyester
副料 Vice materials
主力商品 Main Product
輕薄外套(裝飾性) COAT、TOPS、PANTS、SKIRT
雨衣RAINCOAT、TOPS、PANTS、SKIRT、COAT
輔助商品 Auxiliary Product
BAGES、SHOES
BAGES、SHOES
關聯商品 Associate Product
男裝MEN(TOPS、COAT)
男裝MEN(TOPS、COAT)
2016 S/S SEASON Manufacturing order
Jinu-I Chen 2016 Spring/Summer RTW
DESIGNER:Jiun-I Chen PHOTOGRAPHER:Ben Lin HAIR:Yi Chun Ya MAKEUP:張甫丞 MODEL:July
END