Harley-Heritage x Re/Done

Page 1

HARLEY - DAVIDSON

KATE WALKER



TABLE OF CONTENTS

ROUTE 01

mission statement

ROUTE 02

company overview

ROUTE 03

target customer

ROUTE 04

competitors

ROUTE 05 trends

ROUTE 06

inspiration

ROUTE 07

assortment plan

ROUTE 08

marketing strategy


MISSION STATEMENT

My capstone consists of creating a Harley Heritage capsule collection with Re/Done. The aim is to take vintage Harley-Davidson t-shirts & jeans and rework them into more modern silhouettes. There are lots vintage Harley-Davidson pieces and many people incorporate them into their personal style. This creates an opportunity for the Harley Heritage by Re/Done capsule collection to be a part of modern Americana.



RE/DONE AS A COMPANY RE/DONE is the first luxury label that was born online and grown as an e-commerce brand, founded by Sean Barron and Jamie Mazur. But more than that, RE/DONE is a movement - a movement to restore individuality to the luxury fashion space, a movement to keep heritage brands relevant, and a movement to create sustainable fashion. Re/Done will source all of the vintage t-shirts and denim for the Harley-Davidson capsule collection.


WE DON’T THINK OF THIS AS A DENIM BRAND, IT’S A MOVEMENT WE’VE STARTED TOWARDS MAKING HERITAGE BRANDS BECOME RELEVANT

LEVI’S

HANES

We take the vintage denim apart at the seams, re-purposing it as the fabric of our new jeans. We are proud to manufacture our jeans in Downtown Los Angeles using water conserving methods and no harsh chemicals. Quantities will always be limited since each pair is handpicked, hand cut, and distinctly one of a kind.

Re/Done researched the Hanes archives, looking at the textiles of American-made styles of the ’50s and ’60s—and got a timeline of history through the perspective of a seemingly basic piece. As a result, Hanes and Re/Done created a capsule collection of two tees representing two generations of heritage fashion.

Denim ranges from $173 to $325

Re/Done

Women’s T-Shirts are $78


TARGET CUSTOMER


ALEX

30

years old Lives in LA

Graduated with a Bachelor’s from UCLA Works as graphic designer

Alex loves to wear unique pieces and you can often find her in vintage shops. She doesn’t ride a motorcycle but loves movies with Steve McQueen.


JAKE

33

years old

Lives in Austin Graduated with a Master’s from UTAustin Works as an IT consultant

Jake doesn’t have much time to shop but loves to read GQ for style news. Jake loves to go on long weekend trips to Colorado on his vintage Harley.


CAROLINE

24

years old

Lives in New York City Studied Art History at the Sorbonne Works as a gallery assistant

Caroline loves to shop and mix vintage with high street. She loves to shop off of Instagram. Caroline loves vintage Americana. She enjoys old country westerns and loves Marlon Brando.


PSYCHOGRAPHICS

MILLENIALS ages: 18-34 -largest generation in the United States -the generation shaped by technology and the internet -value community, family, and creativity in their work -more millenials have a college degree than any other generation -they aren’t influenced by advertising: about 1% of millenials said that they would purchase something after a compelling advertisement -they value authenticity as more important than content -they want to engage with brands on social media - are more likely to become a loyal customer if they are engaged -brand loyal -they expect brands to give back -purchasing power about $200 billion


VALS SEGMENTATION

EXPERIENCER experiencers are young and outgoing concerned with appearance appreciate new, offbeat, or risky things like exercising, socializing, and the outdoors active, energetic, and impulsive follow fashion and fads spend much of disposable income on socializing listen to rock music


COMPETITORS


Creative Director is Demna Gvasalia (also Balenciaga’s new Creative Director) Vetements has made its name through deconstructionist designs centered around reimagined urban streetwear. Vetements reworks vintage Levi’s About $1,500 per pair Available online but often sold out (Net-a-Porter, La Garconne, SSENSE, Nordstrom)

VETEMENTS


Frame Denim ‘Le Mix’ Jean offers a more sustainable denim alternative style $445 per pair Remix two different jeans into one Only one retail store but over 100 stockists (I.e. Nordstrom, Intermix, Barney’s)

FRAME


Vintage Bleach is an e-retailer based in Los Angeles. Specializes in destroyed, distressed, bleached vintage t-shirts Have Harley-Davidson in their assortment $90 per Harley-Davidson t-shirt Available online or through 14 stockists

VINTAGE BLEACH


Nasty Gal is an e-retailer based in Los Angeles. Has a selection of vintage, vintage reworked pieces, as well as new merchandise $88 for reworked denim jeans Available online or at their LA flagship

NASTY GAL


PRICE/ACCESSIBILITY MATRIX High Accessibility

Low $

High $

Low Accessibility

*Re/Done is an e-tailer with 3 stockists Denim can range from $178-$350 T-shirts are $78


TRENDS


UPCYCLING True sustainability is coming through in denim that’s not only fashionable, but uses less by taking advantage of existing garments.

PATRIOTISM With more stores coming out with American flag-inspired apparel options, we can gather that there is a sense of recent profound patriotism at least in sporting patriotic pieces. This can be seen from influencers wearing the flag, to surrounding oneself with flag motifs - this is fun because this also reminds Americans of Fourth of July

CHEEKY T-SHIRTS While the trend of graphic tees isn’t necessarily new, there are new variations of the cheeky graphic tee now. Some of these tees are have funny sayings maybe printed or maybe embroidered. There are many options being explored whether through vintage finds or making something entirely unique and new for yourself.


DENIM INDUSTRY

Current value sales of jeans continue to decrease by 4% in 2015, falling to US$17.3 billion Jeans struggle against leggings and yoga pants driven by “athleisure� trend Premium and super premium jeans see the steepest decline in 2015 Levi Strauss & Co continues to lead sales in jeans, holding a 12% value share. Euromonitor


STRENGTH

WEAKNESSES

Cool Factor - Lots of bloggers and celebrities wear Re/Done

Not a lot of stockists Always a waitlist for certain styles

Sustainability is seen as a strength

Not a large men’s selection

Made in America High quality

More efficient website - it’s always glitching

Up-to-date styles Cool celebrity collaborations

SWOT ANALYSIS

OPPORTUNITIES More men’s assortment Opening a retail space Harley-Heritage capsule collection Limited edition capsule collections

THREATS Athleisure trend Economy Can’t source the denim or t-shirts due to shortage Similar competitors


INSPIRATION



PRODUCT ASSORTMENT DENIM WASHES light

medium

black

With the Harley-Heritage collection, we have decided to dye each denim piece with liquid CO2. With this process, it keeps unnecessary waste away from the environment and that’s what we’re all about at Re/Done.


women’s twisted crop

women’s lace up skinny

sizes: 23-30

sizes: 23-30

DENIM

women’s seamed short sizes: 23-30

men’s cropped skinny sizes: 23-30

men’s slim straight sizes: 28-38


women’s thelma tee sizes: XS-L

women’s jane tee sizes: XS-L

T-SHIRTS Each tee will have its own unique vintage HarleyDavidson design creating a truly one-of-a-kind piece.

men’s rocky tee sizes: S-XL

men’s marlon tee sizes: S-XL


LOGO

For all Harley-Davidson denim, there will be a black Re/Done patch instead of the traditional white.


MARKETING STRATEGY


SHOPREDONE.COM

The Harley-Davidson capsule collection will be available only at www.shopredone.com Since Re/Done doesn’t do any print marketing, putting more emphasis towards social media outlets is critical. The marketing outlets most used by Re/Done is their own website, Instagram, and Facebook.


LANDING PAGE


FACEBOOK


INSTAGRAM


INSTAGRAM


CONCLUSION

Through this Harley-Davidson capsule collection with Re/Done, there is a chance for Re/Done to extend itself past just Levi’s and Hanes. By doing that, Re/Done could gain more global recognition with the already significant Harley-Davidson legacy. Its a match made in heaven.


SOURCES

www.pinterest.com www.tumblr.com http://shopredone.com/ http://www.vogue.com/13413847/redone-jeans-t-shirt-hanes/ http://www.vogue.co.uk/news/2015/04/07/redone-jeans-founders-jamie-mazur-sean-barron-interview http://www.vogue.co.uk/news/2015/01/28/candice-swanepoel-mother-denim-collection-pictures https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/2/#36bf3ee242b8 http://www.d.umn.edu/rvaidyan/mktg4731/vals2tbl.htm


A SPECIAL THANKS TO: MARIA BOY - MODEL

RUHOLLAH KESHVARDOOST - PHOTOGRAPHER GREG ROSENTHAL - ILLUSTRATOR JILL CHANCE OUR NEW ORLEANS GUIDE


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