the
gorman
rides
table of c
contents
2
table of contents
18
marketing strategies
5
about
21
brand collateral
6
brand essence
22
price points & categories
8
brand value
24
c ust o mer h a bit a nalysis
11
brand timeline
27
store layout
12
collection timeline
29
production timeline
14
target customer
31
injection range
16
competitor analysis
32
references
the
brand
ABOUT THE BRAND
1
US A S to re
34
Au st r a l i a S to re
Find Gorman Here...
Go rma n wa s fo u n d ed for a Melbourne b o u ti q u e FAT5 2 . Li s a Gorman founded Go rma n
b a s ed
on
her
love
t owards
clo th i n g fr o m h er ea rly days. Gorman n owa d ay s
is
a
brand
t hat
loved
by
Au str a l i a n s fr o m ti m e t o t ime, creat ing a cl a s s i c u n i q u e p i ec es t hat last t hrough out
gen er a ti on s.
G orman
embodies
au t h en ti c p r i n ts, or ga nic mat erials, and yo uth s p i r i t o n ea ch of t heir garment .
2
N e w Z e a l a n d S to re
50+
S to c k i s ts W o r l d wi d e
5
Gorman care f u lly ca in t heir e ach of t h e
collect ion . T h e s e wo
feminine artsy graphic fun
t hat
re p re s e n t
Go
Quirky
Distinct
6
BRAND ESSENCE
apture d th e s e wo r ds ir pro d u ct s in eve ry
or ds a r e th r e e wo r ds rma n
tive
as
a
b r an d
young fresh brave active
Playful
8
O R G A N I C
U N I Q U E P R I N T
W E L L F I T T E D
Gorman caref ully capt ured t h e s e word s
collect ion. These words are t h re e word s t
on online survey to 100 random Gorman c
these aspects a lot that they are willing to p
BRAND
H I G H Q U A L I T Y
i n th ei r e ach o f t h e ir p r o d u c ts i n ever y
t hat r e p r e s e n t Go r m a n a s a b r a n d . B a s ed
customer, most of Gorman customer value
pay more to get Gorman’s latest collection.
D value
R E C O G N I S A B L E
1999
2007
2004
20
Stop Selling in
switching to rival departm for their ‘better underst Australian
Gorman Organic
is launched to increasing environmental awareness and offering a sustainable fashion choice without compromising quality design and production
First Gorman Boutique
opens on Melbourne’s Chapel Street and start selling their collections through Myer department stores
Gorman Launched at fledging Melbourne boutique Fat52 by Lisa Gorman
BRAND t
008
in Myer stores
ment store, David Jones, tanding and offering of designers’
timeline
11 2009
2011
2017
Yes Campaign
by Gorman giving away 5000 statement T-shirts to support for the upcoming marriage law postal vote
First Adelaide Boutique
were opened next to fellow Australian fashion giants : SABA, Morrissey and Sass & Bide.
Factory X
shared a percentage of the Gorman fashion label
2014
G o rm an
is
d eve lo p in g
S/S 2015
F/W
c o n ti n u o u s l y n ew
c ol l ec ti o n
ever y
month
to
p r ov i d e
l a te s t
ar r ival
w h i ch
can
c a tch cu s t o m e r fr o m b u y i n g fr o m Othe r
t h e ir t h an
i n - ho u s e
c omp eti tor. wo r k i n g
t ext i l e
wi th
d es i gn er,
they ’r e d o in g c ol l a b o r a ti o n w i th
g r ap h i c
d es i gn er
fr o m all acr os s th e gl ob e, c a p tu r in g
d if fer en t
s ty l e,
a l l d eve lo p e d b ea u ti fu l l y i n G o rm an ’s
12
vis ua l
d i r ec ti on .
2017
201
W 2015
17
collection timeline
S/S 2016
RESORT 2017
F/W 2016
14 Me e t
24 ye ars old
On e of Gor T h is is wh at G o o d Fr a g r a n c e s
Interior Design
S O C I A L I S S U E
Instagrammable CafĂŠ
C a r n i v a l Fa i r
target cu
Mele,
d Libr a ri a n
rma n â&#x20AC;&#x2122;s gi r l s he l oves < 3
ustomer
Tr a v e l s
M u s e u m Tr i p
P A I N T I N G
Adorable Puppies
We a v i n g Ta p e s t r y
$$
M I N I M A L
16
L ooking
at
the
p rice
p
shares t heir cu s t ome r t o
Gorman can e as ily g rab t creat ing
prod u ct s
t h at
$
$$$
po int thes e
competitor analysis
and
s t yle,
G o r ma n
c o m p e t it o r b r a n d s.
th ei r m a rke t w h e n th ey â&#x20AC;&#x2122;r e c an
$
fit
those
b r a n d s.
D E C O R A T I V E
18
marketin
Social Campaign
Gorman h as s eve ral ch
Facebook Page
based on t h e in t e rview
t heir We b s it e as t h e plat form,
but
t h ey
graphic & imag e rie s t h cust omer wh e n t h ey
cont ent . T h e ir marke brand
valu e
&
ess
brand su ch an icon
ng strategies
Store Front Website & E-Commerce
h anne l o f p r o m o t io n s
w. Not o n l y main t ain ing
eir m a i n e - co m m e r ce foc us
on
cr e at ing
hat c a p tu r e s p o t e n t ia l see the i r m ar ke t in g
et i ng e m b o d ie s t h e i r
se nc es.
M ak in g
t he
ic Au str alian b r and .
BRAND COLLATERAL
G
I
N
I
S
H
I
E
F
C
R
N
L A
B
A
L
E
C O L L A B O R A T I O N
P R I C E
T T A G
A G
W
H P A
P
I
N
G
D
B E
R
P
R
A
E
A
A
L
P
R
T A
L S
G
B A G
21
22
2%
S u n g las s e s $1 6 9
8%
Socks $1 2-$1 6
4%
H o m e A cce s o ri es $ 3 9 - $ 229
B a se d
on
their
are their produc
pe r ce n t ag e & p r
8%
o f p e o p l e ar e l ov
Shoes $ 6 9 - $3 29
dr e ss, mar ke d by
3%
S w i mwea r $ 99 -$ 189
5%
Ja cke t $ 9 9 - $29 9
12%
Pant s & Jumpsuit $69-$34 9
3%
6%
Jewelle rie s $59-$89
B a gs $ 39-$ 229
18%
we bs i te,
D res s $1 99-$ 4 59
t hese
ct cl as s i f i ca t ions
rice ra n g e. M ost ing t h e i r p rint ed hea rt - eye em ojis.
7%
Skirt $1 99-$24 9
22%
Top $99-$299
3%
Kn i twea r $ 149 -$ 189
price points & categories
24
Custome Anal
er habit lysis
Based on online survey t o random t hirt y t he
Gorman per
survey
cent
1 00
cust omer, responds
blast ed.
to
These
percent ages are vit al cust omer informat ions percieve
about about
t his
t hey
Gorman.
Store layout
27
PRODUCTION TIMELINE
STA 1
3
Product Design Development
Patterns Development
5
7
9
11
13
15
17
19
21
Trend Research
Final Prototype Fitting & Adjustment
In House Production Samples
Selling Season, Orders Taken & Production Run Calculation
Patterns Graded for Sizes Sold
Quality Control Checks
Products Shipment to Australia
Photoshoot for Campaign
New Collection Ready in Store
FIN
ART Textile Print Design
2
Ordering Fabric & Trims
4
Toile Development
6
Costing & Specification Sheet
8
Final Sample Collection Selected
Order Sheet
Mass Production Manufacturing
Fold & Packaging Products
Store Allocation
VM Team for Store
10
12
14
16
18
20
NISH
29
INJECTION
colo
durab
sha
qui
wear
confid
N RANGE
orful
bility
pey
rky
ra ble
dence 31
references
www.gormanshop.com.au www.smartcompany.com.au/marketing/social-media/how-gormans-free-love-is-lovet-shirt-campaign-will-use-social-media-toget-shoppers-through-the-door/ www.broadsheet.com.au/national/fashion/article/gorman-artist-collaboration-win-prizes www.cargocollective.com/michellele/gorman-rebranding www.boomgallery.com.au/2013/02/ellie-malin-gorman-clothing/
31