N EAT & N E E D CRAFTED FOR BETTER LIFE
BUSINESS REPORT
N EAT & N E E D BUSINESS REPORT
| Joshua Chan | Marco Mak |
INTRODUCTION This is more than a project or presentation; this is a curation. In this final term of the BA degree, we feel that it would be a waste of time and effort if we were focusing on designing something because we were asked to. Therefore we would like to take this opportunity to present you this proposal for an upcoming label, which would become an actual business in the near future. We think this would be a good chance to encourage discussions as well as to gather ideas in order to improve and make the label better and more sustainable. This is a proposal for the lifestyle-clothing label, Neat & Need curated by Marco Mak and Joshua Chan. The proposal is divided into 2 main sections, the design report and the business report; each would be presented in a separate book. The idea of this proposal is not only to show designs, but a full package that we have also considered label philosophy, methods to design, develop, and producer, packaging, marketing, and presentation. In addition, we have also taken consideration for future development and direction such as opportunities for collaboration or adding other product lines. We hope this proposal can provide a clearer picture of how we want this label to be in the real world and how we achieve the goals.
CONTENTS PROJECT INTRODUCTION PHILOSOPHY PRODUCTS IMAGE AND PRESENTATION PRODUCTION MARKETING COMPETITIONS CUSTOMERS RETAILING MEDIA FUTURE
logo designs
PHILOSOPHY Neat & Need is not a fashion label. Instead, it is a platform to introduce our products and to promote our concept, which is to encourage organization and improving life quality. Every day we encounter old and new problems yet we think there has not had the best solution out there. Now, through our products, we think we have a better solution to offer. We believe that in order to improve life quality, the first criteria is to learn to appreciate. That is why we put a sewn-on production label on every piece of our garments indicating the name of seamstress, production location, year of production, and style number. The production tag represents the fair trading in our production process, it doesn’t involve any sweatshop production. It also indicates that every piece of garment is sewn by a skilled maker, and his/ her efforts should be appreciated.
PRODUCTS We do not have a consistent style yet we carry out the same ‘less is more’ aesthetic in our products. We add things to improve as much as we take away the unnecessary. Producing essentials is what we aim to do and any one should be able to carry the product. Obviously there is less individualism in the products but the idea is to produce basic items so that every one can share the benefit from them. The production label is how we make every pieces of garment unique, personal and valuable that worths keeping in wardrobe. It connects every one who is associated with the making and the customer. This is not a luxury good but a new beginning of a story. This is our definition of timeless clothing. The label does not follow the seasonal schedule of the fashion scene. Every 3 months the label produces a collection with 40 pieces including formal jackets, coat, casual jackets, shirts, trousers and jeans.
IMAGE AND PRESENTATION As mentioned, the production tag is one of the most important elements to our products. It gives life to the garment. Apart from that, we have also considered packaging ideas. We do not aim just to sell the products, but we would like to give the customers a whole new experience. Below are some design ideas.
SET ONE This set of design is inspired by the texture and fabric of the garments. The minimal design emphasizes on the quality and the aesthetic instead of the design. Price tag is designed to be fit well in the chest pocket. Fabric print will be applied to packaging boxes to indicate the the types of garment. The idea of using boxes to package garments is to look more organised when piled up.
SET TWO This set of design is more suitable for a high street market, with a minimal design, the design focus is on the different sizes of tags. The tags are therefore suitable to place in different pockets according to its size and shape. It is a good way to express the concept of the label which is to put things organised and makes life easier.
PRODUCION Neat & Need has two studios, one in London and another in Hong Kong. The London studio is responsible for the design and development of products while the Hong Kong studio is also responsible for a small section of product design, but mainly the production and business sections. We think London is a better place to get inspired yet it is not ideal for production and business due to its high cost. Therefore we have switches the business sector to Hong Kong, where we both grew up in. The advantage of locating studio in Hong Kong does not only reduce regular expenses, but its location favours the expansion of our Asian market, especially Japan and Korea. The production line is located in Kwun Tong, Hong Kong, right at the basement of the Hong Kong studio. This is probably one of the best parts of the label: owning our own production line. There is no better way than owning the production line, which the designers can visit and inspect samples right away and make immediate responce.Every new type of garment will be sampled at least 3 times to make sure we get the perfect fit. After sampling, the garment will be sent to product development, where buttons, fastenings, fabric performance and washing ability will be considered. This section also compares prices of fabrics and trimmings or suggest alternatives to the designers. Once trimmings and fabrics are confirmed, the final sample will be made and send to manufacterer.
CONCEPT RESEARCH DESIGN SAMPLE DESIGN SAMPLE DESIGN SAMPLE DEVELOPMENT COMPARE DISCUSS FINAL SAMPLE MANUFACTURE
MARKETING From a business perspective, marketing the label and products is one of the most important elements to directly affect sales. In order to sustain in the market, the first criteria is to know the label itself. Below is a table to analyse the label regarding its strength, weakness, future opportunity and sustainability, and threat. This SWOT table will help us to identify the right way to market the label.
Strength
Weakness
1. Neat & Need has a very strong and consistent concept which could drive designs and customer supports. Products are produced with a unified aesthetic and promotes the same idea of life improvement. It has no doubt that a regular customer base can be developed.
1. The whole development and production process involved massive effort and money input, the cost is more than creating a normal fashion collection. Expensive fabrics and trimmings are used to maximise durability and quality of products.
2. Neat & Need aims to produce essentials, which means things we produce are practical or easy to match. Therefore, we do not only limit ourselves to a small customer group or style group. Instead, we target at every one who share the same concept and appreciate the products.
2. As the label focuses on quality of making and quality of fabric, there is no distinctive design and styling identity. This results in harder to market and advertise the products.
3. The product quality is guaranteed and consistent as the whole production process is closely monitored. We make sure that the products are durable and style is timeless.
3. Since the label has 2 studios in different corners of the world, it takes more time to communicate in order to deliver the best product outcome to the market.
4 The unique selling point of the label is that each product is personal. With a unique production tag on each garment, each garment is expected to develop a unique relationship with the customer, and therefore making them more precious and collectable.
Opportunity
Threat
1. Future collaborations in various forms, including clothing, accessories, stationary, furnitures, art direction, CD covers and architecture.
1. Some customers may find the label trendy and soon find it no longer in trend.
2. Due to the label is not only a fashion label but promotes lifestyle quaity, there is a huge potential for the label to consider getting into publication, one of the best example is the Monocle magazine which also produces goods and promotes lifestyle quality.
2. The market is easy to enter unless the label expands very fast and able to sustain that will free from the competition. As more and more lifestyle labels starting in the Europe, there is a desperate need to get into the Asian market as soon as possible.
3. In order to expand the business, despite the opportunities mentioned above, in terms of products it can develop spectacles, stationaries, perfume, candle, leather goods. In terms of expansion in business, it can develop cafes, bicycle shops and even florist.
3. Since Neat & Need products are relatively simple and similiar in different seasons, there will not be many retailers willing to sell the products and will soon replaced by trendy labels which retailers can pick them season by season.
4. In spite of expanding the label, it is also a good idea to think about how to maximise the resources we now have. The label can organise tours to the studios to see the whole process from design, development, sample, and outcome. It can also organise workshops for making small leather goods, candles, or even cooking!
4. Existing labels such as Muji and Monocle are well established it would be a big challenge to face them in the market.
COMPETITION From a business perspective, marketing the label and products is one of the most important elements to directly affect sales. In order to sustain in the market, the first criteria is to know the label’s market level and competitors.Through comparing prices and styles, we have identified the below 4 potential competitors. Here is an analysis of them.
Yosuke Aizawa, White Mountaineering “One, design.Two, utility.Three, technology and the imagination to fuse these elements together.” these elements together.The attitude of not submitting to sales or market needs.“ Junya Watanabe, Junya Watanabe “offers avant-garde structured clothes out of innovative technical material.” Levi’s Red “a premium concept collection by Levi Strauss and Co. that is dedicated to reinventing the iconic Levi’s® 5-pocket jean and proposing new forms and aesthetics for jeanswear.’ Hiroki Nakamura, Visvim “infamous for their luxury pricepoint and vintage-inspired, rustic aesthetic.”
Creative
Price
White Mountaineering CASUAL JACKET: £825.00
Levi’s Red DENIM JACKET: £380
Junya Watanabe CASUAL JACKET: £950 CASUAL SHIRT: £350
Visvim DENIM JACKET: £830 CASUAL SHIRT: £380 TROUSERS: £290
CUSTOMER Knowing well who your customers are will save you much energy and money used for marketing. First step, we went out to the streets and observe what is people wearing at the moment and where do they go. When you see someone who matches perfectly with the aesthetic, it would be a good idea to have a conversation with him. Also it wouldn’t harm to see what is in his bag, so you don’t only understand more of his lifestyle, but you also know who your competitors will be. We have spotted Angelo in Milan, let’s have a look at what he wears and carries.
RETAIL Since first collection, Neat & Need has been selling their products through the online store and various selection stores including, - Goodhood Store in Shoreditch, - Choosing Keeping in Columbia Road, - Labour and Wait in Redchurch Street, - Present in Shoreditch High Street - Liberty Online: - Fable + Folly: www.fableandfolly.com - Hypebeast: www.store.hypebeast.com - Inventory: www.store.inventorymagazine.com - Unionmadegood: www.unionmadegoods.com In 2018, Neat & Need opened their first flagship store in Redchurch Street, Shoreditch. Same year, the label started to expand to to overseas market, including retailers such as, - Japan: Isetan/ United Arrows - Hong Kong: Kapok/ Monocle Store/ Lane Crawford
Meet Sam our favourite staff of the year 2018 at London flagship store. On Sam: Short sleeves shirt, apron, worker’s jeans. All from Neat & Need
The London flagship store was opened in 2018. The concept for intior design is neat and tidy. Apart from clothes, the flagship store also sells magazine and accessories.
MEDIA Today, media almost rules every thing. It is the most direct way to promote your label and without media no matter how good the products are, no one will get to know them. Therefore, selecting the right media to promote the label is crucial. Considering style and philosophy of the magazine, we have picked two that we particularly think suit Neat & Need. The right page is a preview of the official Neat & Need website homepage, including Pick of the Week items selected by our editors and Image of the Day features selected inspiring images.
INVENTORY Inventory was established in 2009 as an online platform and publication to explore the aesthetic and cultural interests of its founders. By offering a unique and global perspective on design, craftsmanship and culture, both forgo the temporariness of trend to instead focus on the brands, designers and artists whose bodies of work reflect a commitment to quality, and a desire for innovation. Working with established and emerging photographers, stylists and writers, the magazine places equal emphasis on accomplished journalism and beautiful imagery, and seeks to represent contemporary icons alongside future influencers.
“As Inventory continues to grow, we consistently encounter new problems to solve.We don’t make it easy on ourselves either, by adding to that list unneccessarily at times.” Ryan Willms, Editor-in-Chief & CEO
MONOCLE Launched in February 2007, Monocle is a premium media brand with magazine, web, broadcast and retail divisions. Focusing on global affairs, business, culture and design, Monocle’s mission is to keep an eye on the world. Monocle is a distinctive mix of smart journalism, international awareness and sharp design. In print and online, writers and photographers are dispatched to over 50 countries every month to deliver stories on forgotten states, alluring political figures, emerging brands, fresh forces in popular culture and inspiring design solutions.
FUTURE (Phase One) We are looking into an everexpanding label that will not stop from pushing forward our living standard. Therefore, we would like to develop more and more products that we think can improve your lifestyle. From small items such as stationaries and small leather goods to bicybles to furnitures, each item is guaranteed to be made with highly skilled craftmen and with their name sewn or engraved to make every item unique.
FUTURE (Phase Two) Apart from developing wider variety of products, we would also like to provide more high quality services to the market, for instance, restaurant, gym, hotel, cafe, accomodations, and florist. We think that high living standard does not neccessarily means luxury or what you use, it can be a matter of taste, a matter of making different choices, a matter of what you do in real life and a matter of who you meet in your life.