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
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