lazy oaf
contents
1. title page 2. graphic 3. contents 4. history 5. mission statement 6. components 7. attributes/distinctiveness/novelty 8. strap-line 9. brand personality mood-board 10. customer profile 11. brand onion 12. brand prism 13. pestle 14. pestle main factors 15. brand repositioning 16. swot analysis
history
Lazy Oaf is a London based fashion label designing womenswear, menswear and accessory collections featuring bold colours and graphic prints.
Illustrator and designer Gemma Shiel, 37, is the creative mastermind behind independent British street wear label Lazy Oaf. Founding the brand straight out of University in 2001, Gemma has taken Lazy Oaf from a stall in Spitalfields and hand printing t-shirts in her Dad’s garage, to a flagship boutique in London’s Soho, a hugely successful web store and over 250 stockists worldwide - having grown the company with no outside investment.
mission statement Lazy Oaf focuses on driving irreverence into everything it does - creating pieces that play on the brand’s warped sense of humour. Gemma Shiel’s attitude of poking fun and not taking anything too seriously is carried through the whole design ethos, continually inspired by youth nostalgia, teenage rebellion and a sense of apathy towards conforming to the norm. Â
competitors
high quality
palace doc martens stussy vans dickies
lazy oaf the ragged priest crooked tongues urban outfitters
low price
asos
monki topshop
new look
primark
low quality
high price
attributes lazy focuses specifically on not taking life too seriously. Customers shop here because they incorporate innovative ideas whilst keeping an appealing street edge. The brand targets late teens to mid 20’s and appeals to people interested in experimenting with the latest trends.
distinctiveness
novelty
They are animal Shiel definitely has the friendly (peta unique ability to keep approved) and aim to things interesting minimise their impact within her brand. By on the planet. e.g. using a light hearted, they launched a fully apathetic sense of vegan shoe in humour she brings something niche to the collaboration with dr. Martens [2019]. They fashion industry unlike have ongoing any other brand. collaborations with the whale and dolphin conservation. They offer vegan-friendly food at all lazy oaf events.
strap-line
"keep it weird�
mood-board
customer profile Ella is a 20 year old second year student who wants to stand out. She has a sense of humour and doesn’t take herself too seriously. She doesn’t mind occasionally splurging on a more expensive item because she knows that the quality of the clothing lives up to what she pays for. Her fashion sense is much more unique than high-street.
brand onion
action collaboration with other brands
unique designs
personality bold
humour playful
apathetic towards conforming to the norm
values lighthearted
environmentally aware
irreverent
animal friendly
essence innovative
experimental original
unisex
brand prism physique up-market mid - highly priced long-lasting
relationship good quality& matching prices Many collaborations With other popular brands
reflection suitable for street style, casual wear unisex niche, unique
personality humour bold irreverent light-hearted
culture london- based offer international shipping
self-image unique inclusive ethical
political
economic
social
exchange rates
social attitudes
stability of currency
fashion trends celebrity influence
political uncertainty
inflation & interest rates
technological
legal
environmental
health & safety standards
laws against pollution
brexit Potential trading partners
new media new technologies technical awareness
trade barriers employment copyrighting
attitudes to environment, sustainability, veganism etc
climate change, weather etc recycling & waste management attitudes to maintaining a ‘green’ planet
political
main PESTLE factors
Since Lazy is a London based brand, the political uncertainty at this time could contribute to the brand’s potential to expand. Things like Brexit would mean Lazy Oaf would have to conform to the UK’s new international shipping laws since we will no longer be bound to the EU. This will most likely hinder the progression of the brand since it may cause Lazy Oaf to be less accessible to worldwide consumers.
Similarly, since Lazy Oaf often relies on collaborations with other brands, the uncertainty of UK politics may affect opportunities of working with new partners, depending on their location.
social
In my opinion, social attitudes could have a big affect on Lazy Oaf as a brand. They rely a lot on social media to advertise and target young adults so it’s hard to predict what could happen in the future with this. The media could be beneficial to the brand (e.g. a new app could be designed to advertise upcoming companies) or consumers could go back to shopping in store which would affect sales for them because they currently only have 2 stores in London therefore physical accessibility to stores is limited . Another social factor is environmental attitudes (e.g. veganism, being ‘green’, sustainability - using organic cotton etc). Lazy Oaf currently focus on minimising their impact on the planet, they limit harm to animals and they prioritise their ethics concerning the supply chain. As consumers are made even more aware of environmental problems and as people start to act on this more, Lazy Oaf may have to make more of an effort to live up to these expectations. Perhaps they may have to completely cut out use of unsustainable cotton and use of animals etc.
brand repositioning If I was to alter the strategic direction of lazy oaf I would lower the pricing as I feel, as good as the quality is, it is slightly overpriced. Ideally, I would also expand the range of people the apparel might appeal to. This would heighten the quality of product because it would get more interest from a larger diversity of consumers. I would do this by adding a more sophisticated mature range.
high quality
palace doc martens stussy
lazy oaf
the ragged priest crooked tongues urban outfitters
low price
asos
vans dickies
monki topshop
new look
primark
low quality
high price
weaknesses
unique
high prices
graphics social media fashion films
collaborations
strengths
quality
limited access to shops niche style not 100% sustainable
sw ot
opportunities
threats
more people starting to experiment with fashion
competitors specific target audience
social media popularity product scope
changing styles political uncertainty
executive summary
lazy oaf is a London based fashion brand founded in 2001 by Gemma Shiel (37) straight after she graduated uni. Her signature is incorporating a warped sense of humour into stylish, bold pieces of clothing. The company started off small however is now getting involved with collaborations with well known brands such as Dr.Martens, Mr Men etc. These collabs are acting as a catalyst to the company's success and Shiel now has a highly successful web store, 2 boutiques in London and over 250 stock lists worldwide. The target audience is fashion-conscious young adults who want to stand out and aren’t afraid to experiment with the latest trends. Their style is more unique than high-street and they would probably shop here to find an adventurous, statement piece to an outfit. Although not 100% sustainable and ethical, they are making a conscious effort to improve this about the company and are forever coming up with new ideas e.g. their vegan shoe with Dr. Martens and their ongoing collaboration with the whale and dolphin conservation.