EDIT by Katie Ford

Implementation Project by Katie Ford N0391528 Team member - Rosie Hurford Fash30002 Stage 2 Tutor - Matt Gill Word count with quotes and case studies: 10695 Word count without: 5506

School of Art & Design Declaration Form 2013/14 bafcp3 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002

attributed.

signed .................................................................................................................... date .......................................................................................................................

Contents 01. Beginnings 03. The Big idea 04. The Consumer 06. Slow Communication 08. Slow Fashion 10. The Art of surprise 11. Competitor Stance 12. Brand Models

18. The pop-up shop 19. The Website & Social Media 21. 22. 23. 24. 25.

The Launch Timeline Future Projections Conclusion List Of Illustrations List Of References

Beginnings

inundates consumers with masses of trend led and Schwartz argue the idea that too much choice only results in feelings of doubt and anxiety, and often has a negative outcome.

prominent that brands need to capitalise on the

â&#x20AC;&#x2DC;The range and nature of choice affect what people wider selection of chocolates to choose between

interaction and connection. Brands should be fewer possessions and less materialism to enable us

research determines that the stronger the embrace the polar opposite.

research and comparing process.

Fig 1.

Fig 2.

12 Fig 3.

Aims & Objectives

for gender-neutral products. A unique brand will be created which utilises the Internet as a

to create a 360-degree presence.

Fig 4.

The Big Idea

â&#x20AC;&#x2DC;EDITâ&#x20AC;&#x2122; is a unique service that provides handselected pieces quarterly for your wardrobe; in the form of a curated subscription box. It will provide season, with the intention of providing a reliable, convenient solution to your door. The brand focuses on the concept of making considered choices, whilst the items will be timeless, classic garments that are intended to be long lasting, good quality and versatile. The brand is there to provide a timeless wardrobe of enduring style that is not bound by the limitations of gender, which opposes the fast pace of trend-led purchasing. EDIT seeks to change the way

It is about creating a bridge between the online and

pace of consumption.

The Consumer

The Innovator

Fig 5 & 6.

The Perfectionist

Fig 7 & 8.

The best of both

gigs often. Fig 9 & 10.

The Digital Paradox

and authentic life. The crisis of consumerism is the

on digital diets to manage their on- and off-digital

relationship millennial consumers are beginning to gadgets and applications will continue to gain realms. Generations are being born into a world

amount of users purchasing online is also radiating.

group becomes reluctant.

that consumers are beginning to understand the

to appeal to the demands of both consumer needs. Brands must represent a multi-channel contribution

store allows e-tailers to enhance the online customer

in doing so creating more mindful communications. become detractions. The question is what can we do

interact with products.

Fig 11.

Slow Communication

that are a bit more old school. Slower communication consumers

are

beginning

understand

â&#x20AC;&#x2DC;the

which feels more meaningful to them. This idea of

contemplation.

The Silence Room Silence Room as part of our store-wide No Noise

limited edition products with no brand names. The

distractions at the door.

Fig 12 & 13.

The Future of Correspondence

Embracing Analog

distances. The telegram and the telephone made

do not spend in front of a screenâ&#x20AC;&#x201D;the time we spend

as digital screens become our default interface with

Fig 14 & 15

Levis â&#x20AC;&#x2DC; Moment to Momentâ&#x20AC;&#x2122;

creating an online store. The idea that the consumer

brand are encouraging consumers to slow down and

platform. This is due to appreciating that consumers

the millennial generation. This consumer group are

Fig 16. 25

Choice vs Curation

product assortment is that offering consumers more This can be seen to coincide with the rise of personal dress well without being subjected to the horrors

where the art of curation has seen a great lift within

thought process when purchasing a garment is more

sort through information and get more personalized

of the Internet.

Fig 17.

store which houses a selection of pieces from the selection of products for the consumer to choose Topshop General store is nestled amongst stores

who choose independent magazines to be sent out

Fig 18.

Topman General Store

It was important to gain an understanding of the when selecting items as well as establishing the

paced offering that now dominates the high street.

Slow Fashion

Fig 19.

Seek no Further

Fig 20.

When discussing this concept with Rachele Simms and came crashing down with the global economic

same fundamental ideal is being translated to our wardrobes.

consumers are encouraged to build a wardrobe of ensure that pieces will last. Supporting traditional

between their consumerist impulses and their

due to recognising a consumer need.

that consumers are rejecting a culture obsessed

Fig 21. 34

Transcending the Gender Divide â&#x20AC;&#x2DC;New social order and a paradigm shift in which both the economic and social realities of a post-

Another consumer trend that has been integral

change. It would appear to be manifesting itself in

that gender lines will continue to blur and male

â&#x20AC;&#x2DC;Although extreme consumers are in a minority, successful businesses can be built on them, as their attitudes can become mainstream in only a few yearsâ&#x20AC;&#x2122;.

(The Future Laboratory, 2014)

be more appealing to women. Seeing as American

Fig 22.

The Art Of Surprise

satisfaction and build strong relationships with brands. ‘a

and we are seeing them gain great momentum. Forbes predict that ‘the need for subscription based sales is a

from their competitors. This new model is a tool to personal bond with that subscriber. Subscribing to just magazines and newspapers is long outdated as different

relationships with customers — which also can create

39 Fig 23.

Not Another Bill

in 2011. The founding idea was â&#x20AC;&#x2DC;no-one gets

personal as correspondence is with the curator himself. Price ranges from ÂŁ60 for three months to

Fig 24 & 25.

Glossybox

has become so successful it is now being sold

Fig 26 & 27. 41

Fig 28 & 29.

Industry:

Consumer:

+ Good design is hard to ignore + Noone has time to do all the research therefore long time to source.

problem. + Consumers commented how it would be nice to re+ Concerned it would become boring after a whilenatural progression after establishing the ethos of the

Competitor Stance

comparison to brands such as COS who hold a similar

Fig 30 & 31.

Brand Models

Brand as a person:

Brand as an organisation:

+ Consistent + Stable

+ Streamline + Smooth + Graphic + Precise

Brand as a product:

Brand as an + Intriguing + Considered + Simple

Genderless Modern Familiar Functional

+ Sharing + Surprise + Slow

Fig 32 & 33.

+ Parallel line

+ Reliable + Honest

+ Ambitious + ntelligent + Curious + Cultured

Brand as a symbol:

Versatile Timeless

SWOT

Strengths

Weaknesses

anticipation and surprise.

retail landscape. + Creates a personal connection with the consumer

time + Limited budget as a start up something all consumers are open to

the product

+ Cheaper running cost

Opportunities

Threats

brands withdrawal of subscription + Whether consumers will commit to a long term plan

The Big Creative Idea

Communication:

Visual coding: the best of both worlds. The hand written element

methods. We wanted to correspond the importance

elements and lets consumers see into the core of the lies outside.

Brand experience:

connection between the consumer and the team.

Fig 37.

Scandinavian Design

Alongside trends introduced during the research

an application of principles and processes to current problems and opportunities. Its change has been just

human.

sometimes forgotten. The human element is demoted

Fig 38.

Macro trend- Everyday Utopias / Flawless AW15/16

Fashion In Flux S/S 2015

down and perceptions altered in the creation of

genderless aesthetic will gain mainstream appeal

in objects and rituals that reward our patience.

Branding Development

Screen Printing

products such as tote bags. This intended to form an

Fig 40 & 41.

Whatâ&#x20AC;&#x2122;s in the box?

The Product Offering

should be built upon. It is important for the garments subscribers wardrobe. The design of the products All products will be gender neutral and can be seen

our research determined that the consumer would

Tiered pricing allows the consumer to choose from

sought after designs. Sizing will range from XXS to

Handwritten note & Postcard

Handwritten Note

Hand written Note

to highlight the need for slow communication nostalgic feeling towards to brand. The main

a capsule collection.

Fig 46-52. 69

The Photoshoot & Campaign Video

who the consumer can connect with. The models

details in the clothing. into focus.

on the wall.

73 Fig 52- 57

Fig 58 & 59. 75

Fig 60-63.

Consequently, the cart will be a place the consumer can

Our research determined the need for a physical presence, therefore, we felt this was a necessity in some form in order to reach our consumer base effectively and create a buzz around the new brand. Originally, it was our focus to create a pop up retail store, which would be a hub of activity. However, as one of the most important factors within our brand ethos is that of surprise, we felt this undermined this concept. We then adapted our idea to form a transportable pop up that could be then moved depending on our consumer’s whereabouts, in the form of a cart. It will pop up in unexpected places this way, meaning the brand becomes more of a chase. This represents the idea of the importance of smaller is better, creating a ‘micro’ moveable collection, which reinforces our idea of slow communication, and slow fashion physically as well as metaphorically. Whilst conducting an interview with NOTANOTHERBILL, they told us how their customers were able to sign up in physical shops rather than just online.

letterbox located on the cart itself. This way, consumers have the choice to keep contact with the brand purely is inspired by Scandinavian furniture, (see previous moodboard), light wood kept it nice and airy, whilst the hanging pole was a way of creating a ‘moveable wardrobe’, allowing the brand to hint at the types of clothing that would be found within customers boxes. This way the consumer can get a feel for products, and realise their quality before committing. The intention is for the consumer to pause, and spend time interacting with the brand. The cart also incorporates cacti, to emphasize that the products are investment pieces, long lasting, and easy to care for. This concept was also inspired by the trend ‘bringing the outside in’ which according to WGSN, will be a central visual merchandising trend in 2015. Finally, It is the intention that the cart will become an iconic and attributes it holds, therefore, it will be integrated within the marketing strategy, which will feature later within the report. Fig. 63 & 64

The Pop Up Shop

81 Fig 65- 69

The Website

installment. This responds to the consumer need to

Fig 71-73 84

Social Media

and record the production and manufacturing consumer feels connected and understands the platform to communicate current competitions and campaigns.

The Marketing & Communication Strategy

alongside the #passtheparcel competition.

and campaigns. These platforms are an integral part of the

allowing consumers to interact with the brand online

The launch of the brand will be associated with the curated

Fig 74.

Pass The Parcel

1. Sign up on the website to the competition. parcel will be sent out to this address.

88 Fig. 75

Future Projections

occasions to emphasize the gifting side to the business. The designers will be chosen.

Launch Timeline

The website is launched and online subscriptions are opened. Social media introduces the idea of pass the parcel competition. Consumers are encouraged to enter for the chance to be chosen.

Conclusion which hands itself to the consumer need to slow down pieces for a consumer who no longer wants to be

List Of Illustrations

www.behance.net/AntoniusBui

man-general-store.html

com

notherbill.com

List Of References

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at: http://www.notjustalabel.com/editorial/the_slow_fash-

clothing/b--curated-wardrobe-6616.html [Accessed 27

http://trendwatching.com/trends/guiltfreeconsumption/ -

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Interviews: Goldenfein, M. (2014). can you help us?. [email]. Simms, R. (2014). Research Questions. [email]. Vaughn, J. (2014). Embracing Analogue. [email].