open wardrobe kaitlin muro
open wardrobe
4 - Open Wardrobe
contents about . . . . . . . . . . . . . . . . . . . . . . . . . . n
company overview . . . . . . . . . . . . . n mission . . . . . . . . . . . . . . . . . . . . . . n strategy . . . . . . . . . . . . . . . . . . . . . n audience . . . . . . . . . . . . . . . . . . . . n tone . . . . . . . . . . . . . . . . . . . . . . . . n
perspectives . . . . . . . . . . . . . . . . . . . . n
outcomes . . . . . . . . . . . . . . . . . . . . n
general overview . . . . . . . . . . . . . . . n
the design . . . . . . . . . . . . . . . . . . . . n
logo . . . . . . . . . . . . . . . . . . . . n fonts . . . . . . . . . . . . . . . . . . . n color palette. . . . . . . . . . . . . n implementation . . . . . . . . . . n
perspective one . . . . . . . . . . . . . . . n perspective two . . . . . . . . . . . . . . . n perspective three . . . . . . . . . . . . . n consequences . . . . . . . . . . . . . . . n
Contents - 5
about
Company Overview
what is it?
A non-for-profit that uses the unsold clothing from companies that choose to participate in the program and use them to provide a shopping experience to people that are in a difficult situation financially. The clothes will be transported via a “clothing van” or “clothing truck.”
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why?
As a country ruled by consumerism, we sell more product than we could ever need. But one of the things that can be done to counteract that is making a more even distribution of that product. There is so much clothing being sold in stores in the United States. But some of it doesn’t make the cut- why send it to a giant shredder to be remade into something new when there’s someone somewhere that could really get some use out of it? Open Wardrobe is the vehicle that will get the product to the people.
Company Overview - 9
Mission
what is it?
The mission of Open Wardrobe is quite simple. Getting quality clothes to people who need them while simultaneously changing the way people think about the clothing industry is the primary goal. Open Wardrobe does not only want to change the way people shop, it wants to prevent
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the destruction of the environment as a result of the clothing industry, and help people spend less money on clothing and more on getting themselves back on their feet. And lastly, Open Wardrobe aims to improve all quality of life for the better.
why?
The mission of Open Wardrobe is pretty self explanatory when you get down to the bottom line. The goal is to help people. More so help the people obtain the clothing they need than help the companies get rid of it, although that could also be considered as an aid in itself as well. Helping
people can be a start to other things like people being able to obtain an outfit for a job interview or to be able to spend the money they’d normally spend on clothing on something else important. The main goal is better the quality of life for these people.
Mission - 11
Strategy
what is it?
Open Wardrobe is a unique solution to a problem that is very relevant in today’s society. Companies have tons and tons of unsold clothing that could be given owners instead of being discarded. The reasons behind why this system works are very simple. The Open Wardrobe is an option that gives people more choices than they currently have,
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there are a plethora of clothing options to choose from, all that are brand new and ready to be worn. In addition, because it is transported via van or truck, a lot of people will not have to travel to it. Since it will be visiting mostly shelters or community centers, people will not have to travel very far.
why?
Unsold merchandise from companies acts as the man behind the curtain for the Open Wardrobe. Retailers always have extra clothing product that does not sell. Suzanne Davis started the New York Clothing Bank in 1986 and she was able to get all sorts of brand new merchandise that would not be used otherwise like girls’ school blouses, boys’ coats boxes of gloves and womens’
sweaters. The clothing bank gets donations “worth $10 million annually [and] gives clothing to 250 aid groups, which help 80,000 people.” (Dwyer, New York Times) This is exactly what Open Wardrobe has the potential to be plus the transportation aspect. If a warehouse in New York can have that much reach, the good something like that could do on wheels is infinite.
Strategy - 13
Audience
who? - Users of Open Wardrobe - Business Owners (donating product)
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why?
It is important that I include both these audiences because the way you talk to both of them extremely differs. The organization is going need to connect with both these parties because it’s going to take both of them to function properly. Open Wardrobe needs to make it clear that both parties will benefit in taking part of what it has to offer.
Audience - 15
Tone
what is it?
To understand how to use tone of writing to your advantage, you first need to understand your clients. We have Client A, the business owners, and Client B, the community users of Open Wardrobe. It is more than necessary to be able to communicate to both these groups, but the way that it is done needs to be different. Business owners are looking for a professional and confident tone of writing, they need to know that they can build a trustworthy relationship with the people behind Open Wardrobe. The community users, however, need to see that Open Wardrobe is an organization that is warm, inviting and friendly and that’s it’s okay to obtain the clothes in this way.
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why?
Tone is very important in regards to speaking to your target audiences. Both the Clients A and B have different interests and the speech pertaining to them needs to be different to appeal to those interests. Client A, business owners, will be more interested in profit, sales, publicity and marketing. They want to know how Open Wardrobe can help their company flourish and grow as well as the strategy behind how it will do this. They will not give their time or attention if the tone does not sound professional, clear, confident and strong. The writer needs to sound educated on their topic. The general public
that Open Wardrobe is appealing to, however, will be interested in how to take advantage of what the clothing organization has to offer and how it will save them money. The writer needs to sound inviting, warm and welcoming. The writing should in no way sound belittling or degrading. There needs to be some level of trust with both clients. Both audiences also need to understand what is happening in order to take part because they can both benefit from what it has to offer. They will be less likely to participate if they don’t understand how it could help them.
Tone - 17
perspectives
Perspective One
Community - Users of Open Wardrobe
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what is it? Open Wardrobe’s purpose is not only to provide people with a dignified shopping experience, it also an opportunity to bring communities together and gather people who want to help but don’t know how. A lot of the time, especially with those who don’t use community centers or live in shelters, the people who want to be helped don’t get to interact with the people that want to do
the helping. The interaction between these two groups is really important to Open Wardrobe because it facilitates a welcoming community and a trusting and nurturing relationship without either group feeling uncomfortable. Bringing people together like this can produce a safe haven environment that creates the perfect place for Open Wardrobe to function. Perspective One - 21
Perspective One
Community - Business Owners
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what is it? In our technologically-savvy culture, there’s hardly a lack of response when a new idea surfaces. With the help of the internet and social media sites, the trending of something new and progressive can take flight fast. To understand the velocity at which a trend or organization can gain recognition by the rest of the world, we can take a closer look at an example by the name of the Street Store. It is a system that someone created using cardboard posters with slits in which people insert
their clothing to be donated/given away to the homeless. With multiple cardboard posters, you have now created a sidewalk store in which the homeless can come to and browse for things they like. This idea snowballed into an international entity and was recognized by dozens of companies and organizations, like TEDX and Huffington Post, just to name a few. Technology created a new definition for the word community. People who weren’t able to connect before are now
able to do so. This could create an entire network of people who want to take part in things like Open Wardrobe. This means that more trucks would be able to go out and help out across America and maybe eventually make it to other countries, even continents. Community has evolved through technology and its in companies’ best interest to take part in what could become a revolution in the way people obtain their clothing.
Perspective One - 23
Perspective One Community - Why?
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why? Community is probably one of the most important aspects of the organization to the community users of Open Wardrobe. To understand the environment that Open Wardrobe would aim to create, it is ideal to reference The Street Store. It is a product of the Haven Night Shelter Welfare Organisation and the advertising agency M&C Saatchi Abel joining together to make a difference in communities where homelessness is an ongoing issue. It operates by using pieces of cardboard with slits that people can use to hang up clothing. These cardboard pieces are hung up
on fences or walls to be displayed. The homeless can then walk up and browse the selection and pick whichever clothing they like. The short film that demonstrates what the Street Store does clearly illustrates how it is effecting the lives of many in Cape Town. There are people who have been living on the streets for upwards of 15 years and to them, the Street Store is a blessing. One woman proclaims that she was greeted very kindly with smiling faces from all the volunteers. This is the kind of community Open Wardrobe wants
to promote; a place where people can feel safe and accepted, where they can have a dignified shopping experience and not feel ashamed of where they are. There was a trusting and understanding relationship built between the volunteers and the shop-goers. Physically being able to see how the Street Store was able to affect the members of the community in Cape Town was a perfect example to use for Open Wardrobe because it not only shows that it’s having a positive effect on society, it shows how something like that can spread to other areas of the Perspective One - 25
Perspective One Community - Why?
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continued... country or the world. The giving back portion of the perspective is good to talk about to the general public whereas it’s better to talk about how quickly this activity spread to other areas of the world simply by tweeting about needing donations and what the mission of the organization is. The business owners are going to be interested in what’s good for them, so focusing on the speed of recognition they’d get with the help of technology is a good way to pull them in. The most important aspect for the business owners in the community
perspective is the spreading of news via technology and the way that it can create communities that consist of people far and wide. Technology has been the driving force for a lot of organizations and their ability to get noticed. The Street Store was able to get donations via social networks like Twitter, before they had their first event and it was a huge success. Now they have 4,000+ followers on the site and were reviewed and written about by organizations like TEDX and Huffington Post. If Open Wardrobe took a similar approach to the Street Store, the
amount of people it would be able to reach would be through the roof. It just goes to show that helping out in communities that are less fortunate can change the way society sees charity and giving back. People who like to take part in this activity will spread the word. The more people that hear about Open Wardrobe, the more communities that it will reach, the more clothing we will be able to distribute. This means the more companies donate, the more tax reductions and the more beneficial publicity they’ll get.
Perspective One - 27
Perspective Two
Economic - Users of Open Wardrobe
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what is it? Research shows that people who make between $15,000 and $19,999 a year, on average, spend 3.6% of that on clothing and shoes. That’s anywhere between $540 and ~$720 for the year. Open Wardrobe’s main economic goal is aiming to try to save people money so everyday life can become a little easier. Anything is something. Everyone knows
that the amount of bills there are to pay and what they add up to is through the roof. But the small changes that Open Wardrobe can make by providing new clothing at no cost to the people that need it, are what’s going to make it all worth while. Open Wardrobe is there to provide people with opportunity to not Perspective Two - 29
Perspective Two Economic - Business Owners
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what is it? Open Wardrobe is aiming to help all people financially and the way it would operate would benefit all parties involved. Open Wardrobe would obtain the certification it needs to become an official charity by the IRS. Once this happens, any company or person is able to get a tax deduction by donating to Open Wardrobe, whether it be a monetary or merchandise donation. According to the Chicago Tribune, when companies or individuals make donations to an official charity, it’s at a smaller cost to them and ends up being
a larger sum that goes to the charity. Another option for companies is to make a corporate social investment. Research shows that a lot of companies have a firm belief that the investments serve the purpose of community upliftment and are both imperative and strategically necessary to businesses in general. It is quite often that the main initiative behind giving is for the “good feeling and job satisfaction” versus “rewards and awards.” (Nazeer) Smart companies know that the investment in social causes and charities go a long
way if they are backed by people who don’t just do it for money or a personal gain. The public recognizes when a company is just in it for the money and the original recognition they got for doing something socially acknowledgable can fade fast as a result. Open Wardrobe can offer companies far and wide with the opportunity of not only making a wise investment, but aiding in supplying good publicity and the satisfaction that the their money has been put to use most wisely. Perspective Two - 31
Perspective Two Economic - Why?
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why? This perspective has a large pull for both audiences because it so directly relatable. Money is going to be the main reason in the long run, that a company will donate their unsold clothing or invest in the organization, (no matter how much they try to pretty it up by saying that they want to help people.) There may be companies out there that actually would like to help out the people in need. But that being said, it’s still important to address the economic benefits that Open Wardrobe has to offer. One of the two ways companies can
get involved is through merchandise donations in which they get a tax reduction on- that being the main motive most likely. The Chicago Tribune states, “If you give $1,000 to charity and take a deduction for the full amount, you reduce your taxable income by $1,000. If your highest tax rate is 28 percent, you get a tax benefit of $280-$1,000 x 28 percent. Therefore, it only cost you $720 to make a $1,000 contribution--$1,000 minus $280.” So as a result, the person or company donating ends up spending less on the donation, but the charity gets more than
the donor actually gave. It’s a smart way to get companies attracted to the idea of donating clothing and retail items. It’s smart to talk about the social investment because this a good opportunity to really pull the companies in. Research done by Nazeer, of Gordon Institute of Business Science, shows that most companies have a firm belief that the investments serve the purpose of community upliftment and are both imperative and strategically necessary to businesses in general. When company respondents in Nazeer’s research were asked about the main Perspective Two - 33
Perspective Two Economic - Why?
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continued...
initiative behind giving, there was 2 to 1 ratio of companies that did it out of “good feeling and job satisfaction” versus “rewards and awards.” Smart companies know that the investment in social causes and charities go a long way if they are backed by people who don’t just do it for money or a personal gain. The public recognizes when a company is just making a corporate social decision for monetary profit and they can lose followers and
admirers this way. The main goal is to turn this situation into something that is profitable for them but allows them to get recognition for something good. The people on the opposite end of the spectrum will also want to know how Open Wardrobe will help them financially. According to NPR, people who make between $15,000 and $19,999 a year, on average, spend 3.6% of that on clothing and shoes. That’s anywhere between $540 and ~$720 for
the year. The money that these people are saving could go to other things that people spend a large sum of money on like the 11.1% ($1,665 - $$2,220) that goes to utility costs or the 29.2% ($4,380 - $5,840) that goes to housing costs. I think that’s a really key part in portraying how the organization is meant to help out in financially troubled communities and the scale of the difference it could potentially make. Perspective Two - 35
Perspective Three
Environmental - Users of Open Wardrobe
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what is it? America has built itself a “have to have it” culture. Society has created this idea that people need the latest product. This was partially due to the uprising of cheap clothing production. Since fashion is an ever-changing industry, the rate at which clothing is made has to keep up with the fast pace. This means that once the clothing is no longer “in,” people don’t feel bad about getting rid
of it - even if there’s not necessarily anything wrong with it. This is the way most of America functions. But this attitude of middle to upper class America is very costly to the environment. That clothing can go unsold or unbought at the large retailers and then make their way down the chain, and if they’re not eventually sold, they get trashed or remade into new
clothing. This is not an ideal situation, so Open Wardrobe aims to solve that issue by taking that unsold clothing before it gets discarded and gives it to the people that would get some use out of it. It’s a smart way to help out people and save the environment at the same time.
Perspective Three - 37
Perspective Three
Environmental - Business Owners
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what is it? As a result of the culture America has created around products that must be obtained, the production of goods at a rather fast pace has surfaced. Using the clothing industry as an example, the production of polyester has evolved so that it can produce more material faster and cheaper. Unfortunately, it has a rather harmful effect on the environment because of this, emitting toxic chemicals into the atmosphere and waste into the water. This process is used by many companies and will most likely not change any time soon. There is something that we can do for our environment to attempt to
counteract these harmful effects that the clothing production process is having on our planet. By donating the unsold merchandise to Open Wardrobe, it will prevent the clothing going to things that could contribute to the harm that is being inflicted on the earth. Donating the unsold product will benefit the planet by the clothing not going to industrial sized shredders (which would use up more energy) or getting dumped in landfills. Another advantage, aside from the positive impact on the environment it will have, is the company that is responsible for donating the merchandise will get
tax reductions and good publicity for giving back to both the community and the environment. Having that association to the company will change the way people think about where they choose to do their shopping. It will give the affiliated company an advantage that other companies will not have. People will want to shop at the company or use the business because they know that not only did the company make this decision that will positively affect the environment, they will have the confidence that by shopping at the company, they, too, can make a difference. Perspective Three - 39
Perspective Two Economic - Why?
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why?
This perspective has a large pull for both audiences because it so directly relatable. Money is going to be the main reason in the long run, that a company will donate their unsold clothing or invest in the organization, (no matter how much they try to pretty it up by saying that they want to help people.) There may be companies out there that actually would like to help out the people in need. But that being said, it’s still important to address the economic benefits that Open Wardrobe has to offer.
One of the two ways companies can get involved is through merchandise donations in which they get a tax reduction on- that being the main motive most likely. The Chicago Tribune states, “If you give $1,000 to charity and take a deduction for the full amount, you reduce your taxable income by $1,000. If your highest tax rate is 28 percent, you get a tax benefit of $280-$1,000 x 28 percent. Therefore, it only cost you $720 to make a $1,000 contribution--$1,000 minus $280.” So as a result, the person or company
donating ends up spending less on the donation, but the charity gets more than the donor actually gave. It’s a smart way to get companies attracted to the idea of donating clothing and retail items. It’s smart to talk about the social investment because this a good opportunity to really pull the companies in. Research done by Nazeer, of Gordon Institute of Business Science, shows that most companies have a firm belief that the investments serve the purpose of community upliftment and are both imperative and strategically necessary Perspective Two - 41
Perspective Three Environmental - Why?
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continued...
to businesses in general. When company respondents in Nazeer’s research were asked about the main initiative behind giving, there was 2 to 1 ratio of companies that did it out of “good feeling and job satisfaction” versus “rewards and awards.” Smart companies know that the investment in social causes and charities go a long way if they are backed by people who don’t just do it for money or a personal gain. The public recognizes when a company is just making a
corporate social decision for monetary profit and they can lose followers and admirers this way. The main goal is to turn this situation into something that is profitable for them but allows them to get recognition for something good. The people on the opposite end of the spectrum will also want to know how Open Wardrobe will help them financially. According to NPR, people who make between $15,000 and $19,999 a year, on average, spend 3.6% of that on clothing and shoes. That’s
anywhere between $540 and ~$720 for the year. The money that these people are saving could go to other things that people spend a large sum of money on like the 11.1% ($1,665 - $$2,220) that goes to utility costs or the 29.2% ($4,380 - $5,840) that goes to housing costs. I think that’s a really key part in portraying how the organization is meant to help out in financially troubled communities and the scale of the difference it could potentially make.
Perspective Three - 43
Consequences
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what are they? One of the consequences of Open Wardrobe that was originally thought of is how to keep it restricted only for those are going to really need the help. That issue turned into Open Wardrobe using community centers and shelters as the prime spots to host. That way, the organization knows that the people being served are the people that truly need it. It also might influence certain people to be more proactive in their community either by joining the community center or the shelter to
help themselves or to help others. That would be a more positive result of the Open Wardrobe in action. The only way that there could be a negative consequence is if not enough clothing or money could be gathered from companies and donors that it would affect the way the organization runs. The monetary donations would pay for things like gas for the van(s), as well as the vans themselves and the people who work for the organization. If that money isn’t being constantly
replenished, then it would directly impact the success of the organization. The same goes for the clothes- the merchandise donations are going to be what keeps Open Wardrobe stocked with clothing for people. If those donations diminish, there’s not much to be done. So as long as Open Wardrobe can keep those two things up to par, then it shouldn’t have any trouble staying afloat.
Consequences - 45
Consequences
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why? It’s important to consider the aftermath of what would happen if the Capstone project were to actually be put to action. In the case of Open Wardrobe, there aren’t a lot of negative things that would happen because it’s channeling something that is excess to one group
and bringing it to where it is lacked in another. The group that has the excess needs to get rid of it and the group that has the lack needs it. The faults would happen if either of those parties ceased to exist, because then the Open Wardrobe could not function.
header 47
outcomes
Outcomes - General Overview
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what are they? The most important outcome is going to be a business proposal that entails the information that will persuade companies to donate clothing or invest money in the organization. Along with that will be a letter of introduction, possibly photos of logo and branding implementation, post card or flyer example, and possibly an exemplary business card. These are the key outcomes I will be working towards.
There are a few other things that could probably be added if I have extra time. Some of those things could include a way to display how a typical event for Open Wardrobe would take place, (the layout of a tent, racks and hangers,) outdoor or indoor design/set up of the truck or van, or a banner. But I am going to initially stick to some of the more important outcomes that would be good to have for the final presentation. Outcomes Overview - 51
the design
Logo
open wardrobe
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why?
The idea that is being communicated is the idea of openness. The clothing truck is supposed to be an opportunity to obtain clothes for anyone who might need them. The logo has to communicate trust, community, dependability, comfort and hospitality. It has to make people feel good about coming to the clothing van and welcomed when they do so. The people this van (and organization) is intended for are most likely in a tough situation (not just financially). The logo and identity has to be something that says they don’t have to be embarassed while shopping here.
Logo - 55
Fonts
Helvetica - Light abcdefghijklmnopqrstuvwxyz Helvetica - Light Oblique abcdefghijklmnopqrstuvwxyz
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why?
A sans serif font sends the message of stability and simplicity. For the purpose of the organization, a sans serif font is needed to make the audience feel comfortable and welcome. Not only will it ease the target demographic, the font choice is also extremely approachable for people from all walks of life.
Fonts - 57
Color Palette Pantone 109 - 13 U R: 115 G: 168 B: 211 C: 54% M: 23% Y: 3% K: 0%
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why?
Blues convey a feeling of trust, stability and honesty. The color blue is universal and approachable. People are comfortable with it and it is used to represent open-mindedness and forward thinking. I want the organization to be taken seriously but I also don’t want the audience to be too intimidated to learn about what the organization has to offer. Blue is the wisest choice for my logo and identity because it will bring a feeling of confidence to those using the service the organization is providing, and it will send a message of professionalism and dignity to those who see it from a donor point of view.
Color Palette - 59
Implementation
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Implementation - 61
Mood Board
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Graphic/Image Approach other attempted methods:
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why?
The way I could communicate the best with my audience would be through some sort of typographic poster or something simple either with imagery or iconography. It has to be easily translated and I think the best way for the community I am approaching to grasp the ideas that I am trying to convey will be using something image or icon based or large readable words displayed in an aesthetic way. I did want to try doing some illustrations for clothing icons or the poster and graphic approach. There’s a decision to be about the style of the graphic approach because it still needs to be consistent with the logo but not too refined that it alienates the people it’s trying to attract. The design direction I am going to try to go in is a light, modern-looking poster with lines and Helvetica Light or Oblique. The graphic I have included is a rough draft of the path I am looking to take for my graphic/image approach.
Graphic/Image Approach - 65
Critique Feedback
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why?
It was suggested that I use one color for my project instead of shades. Both audiences- the manfacturers/stores that are donating and the people making use of the organization- will find this more pleasing. The companies that will be donating will find the one color plus white very sophisticated and professional looking while the users will find it welcoming. Most of the ideas talked about during my critique were about the organization itself not so much the design. More specifically, going to the community centers for the qualification for people to use this service being offered.
Critique Feedback - 67