KERI BREEN N0746556 WORD COUNT: 3,286
ETHICS I CONFIRM THAT THIS WORK HAS GAINED ETHICAL APPROVAL AND THAT I HAVE FAITHFULLY OBSERVED THE TERMS OF THE APPROVAL IN THE CONDUCT OF THIS PROJECT. SIGNATURE................................................ DATE.........................................................
CONTENTS THE BIRTH OF BACK ACHE.................................................. PG.1 OUR MISSION....................................................................... PG.3 OUR VISION........................................................................... PG.6 THE PROPOSITION................................................................ PG.7 OUR ESSENCE....................................................................... PG.9 WE STAND FOR..................................................................... PG.14 WHO ARE WE........................................................................ PG.15 WE SAY WHAT WE WANT WHEN WE WANT........................ PG.18 BUILDING BLOCKS TO SUCCESS......................................... PG.20 OUR IDENTITY IS IN THE NAME........................................... PG. 21 HOW OUR LOGO WORKS...................................................... PG.23 WE KNOW THE RIGHT WAY.................................................. PG.25 AND WHAT NOT TO DO.......................................................... PG.29 OUR TRADEMARK................................................................. PG.31 TYPOGRAPHY......................................................................... PG.33 COLOUR SCHEME.................................................................. PG.35 WE DO IT DIFFERENTLY......................................................... PG.37 WHAT MAKES US DIFFERENT................................................ PG.40 MACRO: UNEASY AFFLUENCE............................................... PG.41-46 MACRO: CIVIC BRANDS.......................................................... PG.47-50 THE BUSINESSES THAT NEED TO WATCH THEIR BACK........ PG.52-54 BE WHOEVER THE FUCK YOU WANT...................................... PG. 57-60 JUNG’S ARCHETYPES.............................................................. PG.61-64 A STITCH AT A TIME................................................................. PG.65-68 CAN YOU PUT A PRICE ON SUSTAINABILITY......................... PG.70-73 BACK ACHE HAS ENTERED THE BUILDING........................... PG.75-77 OUR PLAN OF ACTION............................................................ PG.78-80 PRESS RELEASE..................................................................... PG. 91 OUR CRITICAL PATH............................................................... PG.92 IN THE FUTURE WE WILL....................................................... PG.93
F O H T R THE BI BACK ACHE BORN IN NOTTINGHAM, 2019 WHEN DESIGNER KIMBERLEY MASKELL HAD A SO CALLED ‘LIGHT BULB’ MOMENT AND CAME UP WITH THE BRILLIANT CONCEPT THAT IS US. FOLLOWING THE STYLE OF GRANNY MEETS PUNK, WE ARE A REBELLIOUS BRAND. BUILT ON THE PRINCIPLES OF SUSTAINABILITY AND PUSHING BACK AGAINST FAST FASHION AND CONSUMERISM THROUGH PROTEST MESSAGING AND UTILIZING RECYCLED MATERIALS THROUGHOUT OUR GARMENTS. 1.
2.
n o i s s i m r u o WE ARE NOT ONLY CHANGING THE WAY FASHION IMPACTS THE ENVIRONMENT. WE ALSO PROVIDE HIGH QUALITY, SUSTAINABLE, HAND CRAFTED GARMENTS THAT ARE OBVIOUSLY REBELLIOUSLY CREATIVE, JUST LIKE YOU. WHAT MORE COULD YOU ASK FOR? 3.
4.
5.
THE VISION WE MAY ONLY BE A SMALL BUSINESS BUT WE HAVE BIG DREAMS AND EVEN BIGGER IDEAS. WE WANT TO PIONEER NEW WAYS TO FIGHT BACK AGAINST FAST FASHION AND CONSUMERISM AND WE WILL DO THIS BY BECOMING MARKET LEADERS.
6.
E H T N O I T I S PROPO
LF THROUGH E S E U R T R U O TO EXPRESS Y U O Y G - BACK ACHE IN S W E O L N L IG A S E D E USLY CREATIV HE GLOBE T S S O R C A N E OUR REBELLIO LL OTHER WOM A D N A U O Y UP AND FIGHT S D N A T EQUIP S O T D E E OUR YOU N WITH THE ARM ELIEVE IN. B E W T A H W R FO
7.
8.
OUR ESSENCE REBELLIOUSLY EMPOWERING THE WOMEN OF TODAY.
9.
10.
11.
BUY LESS. 12.
13.
R D O N F A T S WE LL
E REB
IBILIT Y
IOUS
IL
IT
Y
CREATIVIT Y
REBSPONS
S NES
SU ST AI N
AB
AUTHENTICITY
ESS DISRUPTIVEN FEARLESSN
ESS 14.
E ARE W o h w WE ARE DARING. WE TAKE HOLD OF THE ROLE OF THE EDUCATORS AND ENABLERS. WE DO NOT SHY AWAY FROM SOCIAL ISSUES. WE ADDRESS THEM HEAD ON, PAVING THE WAY FOR THE CHANGE WE WANT TO SEE IN THE WORLD. WE ARE REVOLUTIONARY. WE PRODUCE HIGH QUALITY, HAND CRAFTED GARMENTS THAT ARE MADE COMPLETELY BY RECYCLED MATERIALS THAT WILL STOP THE HARMFUL IMPACT FASHION HAS ON THE ENVIRONMENT. WE ARE REBELLIOUS. WE EQUIP YOU WITH THE ARMOUR YOU NEED TO STAND UP AND FIGHT FOR WHAT WE BELIEVE IN.
15.
16.
T N A W WE
T A H W Y A S E W T N A W E WHEN W 17.
DIVERGENT DARING, DISRUPTIVE, FEARLESS, UNRESTRAINED
REVOLUTIONA
RY
CREATIVE, INNOVATIVE, RADICAL, CRAFTY
RESPONSIBLE INCLUSIVE, RESOURCEFUL, AUTHENTIC, EDUCATING
18.
S K C O L B G N I D L I U OUR B TO SUCCESS
19.
RESONANCE SENSE OF BELONGING HIGH CONSUMER LOYALTY & DEEP CONNECTION
JUDGMENT
FEELINGS
LUXURY
PERSONAL & COMMUNITY
HIGH QUALITY, HAND CRAFTED, OCCASIONAL WEAR
REBELLIOUS NATURE BRINGS CONSUMERS TOGETHER, CREATING A TIGHT KNIT COMMUNITY OF FEARLESS FEMALES
PERFORMANCE
IMAGERY
EXCELLENCE & RELIABLE
REBELLIOUS & MODERN
REBELLIOUSLY CREATIVE, ALL GARMENTS ARE HAND CRAFTED FROM HIGH QUALITY MATERIALS, IN A SUSTAINABLE WAY
COLOURFUL, IMPACTFUL, PASSIONTE, RUGGED, DEFIANT
SALIENCE NICHE AWARENESS WE ARE A LUXURY, HAND CRAFTED BRAND BUILT ON THE PRINCIPLES OF SUSTAINABILITY
20.
Y T I T N E D I R OU E M A N E H T N IS I K NATURE E E H C D N A E U G N INSPIRED BY THE TO S A W E H IT Y WHILE C S A R E K V C D A A B F E O M E A C N A E F E TH TO POKE FUN IN TH E K LI E W . D N A R B OF OUR LLIOUS NATURE. E B E R R U O G IN IN MAINTA RMENTS, BACK A G E TH F O T N E M LE ERN BRAND, INTAGE ‘GRANNY’ E D V O E M TH A Y IS B D IT E T A IR P TH S IN MAJOR CONTRAST E TH S E G D LE W O N NS HAVE DESIGNED O TI A R E N ACHE ACK E G T S A P T SOCIAL CODES , IMPLEMENTING S N G IS E D R LE REBELLING AGAINS D O SPIRATION FROM IN E K TA E W T E Y . S FOR U RMENTS. THEM INTO OUR GA
21.
22.
HOW OUR S K R O LOGO W OUR LOGO WAS INSPIRED BY FAMOUS PUNK BAND’S SUCH AS THE SEX PISTOLS AND SLAVES. HERE ARE A FEW EXAMPLES OF THE DESIGN PROCESS OF THE LOGO. THE FINAL LOGO HAS BEEN CIRCLED AND CHOSEN BECAUSE IT BEST REPRESENTS OUR BRAND AS IT IS DISRUPTIVE, RUGGED AND CREATIVE. THE JAGGED EDGES WHICH SURROUND THE RUGGED LETTERING OF THE LOGO TIE IN THE IDEA OF PUNK WHILE THE SOFTER MORE MUTED TONES USED WITHIN THE LOGO BRINGS TOGETHER THE IDEA OF ‘GRANNY MEETS PUNK’.
23.
THIS LOGO WILL BE USED HARMONIOUSLY OVER ALL OMNI-CHANNEL CONTENT TO SPREAD BRAND AWARENESS AND BECOME INSTANTLY RECOGNISABLE TO CONSUMERS.
24.
WE KNOW
THE RIGHT WAY
RAL AND T N E C N I IT TO ILL REMA G W N I O W G O O L L L WHY OUR PLAYED. A S S ’ I T D T BAGS A S F H I T D G . N , Y T U E N O K E R T S YI CKG NEL CON N A SIMPLICIT D AGAINST THE BA H C I N SE ALL OM ONLY BE U MONIOUS ACROSS AR REMAIN H CARDS. S E S S T HARSH E S N N I I S A U G B A MERS. ING AND U H S S N A L O C C R M LOGO FRO COGNISABLE TO OU R U O T N UNRE PREVE THIS WILL DS AND BECOMING UN BACKGRO 25.
OUR LOGO SHOULD BE NO BIGGER THAN 2CM BY 7CM PRINT SIZE AT ANY TIME, LEAVING SPACE OF 2CM AROUND IT. THE LOGO SHOULD BE A FEATURE ON OUR BUSINESS CARDS AND LABELS BUT NEVER TAKE AWAY FROM THE GARMENT. HOWEVER, OUR LOGO WILL BE 3CM BY 12CM WHEN PRINTED ONTO OUR BAGS - AS OUR LOGO WILL BE RECOGNISED AND FURTHER SPREAD BRAND AWARENESS.
3CM
2CM
2CM
2CM
7CM
3CM
12CM 2CM
2CM
7CM 2CM
12CM
26.
27.
28.
T O N T A H W D AN TO DO ERNED T T A P T S N SED AGAI U E B O G AND IS G N O I L R R E T U T O A S SHOULD AS IT LOOKS UNFL E C N A T S O CIRUM ROUNDS G K C A B UNDER N D COLOURE H AVOID S L R S EYES. L I A R H E W M S I OR U H S N NYWAY. T A N THE CO N O I H D S E R P A H D OR FLIP HE CONSUMER. E T R O T S I NOT BE D FUSING T N T S O U C M D N O SIDE OUR NCE A G A N R OUR LOG O A L E A P D P E G ITS A HAT THE OT BE US T N O T S S Y U L CHANGIN E M SEPERAT CHANGE’ D E E H S T U E E B ‘ ALWAYS B . TAGLINE T S ’ S E U H M C A Y E BACK HELMED W NTEXT. TH R O E C V Y O N Y A L LOGO IN R VISUAL E V E N S I ER CONSUM 29.
30.
K R A M E D A R OUR T BE THE CHANGE.
31.
32.
TYPEOGRAPHY ALL AGES 70PT
THIS IS A HEADLINE EXAMPLE MISTRAL: 30 PT
PALATINO LINOTYPE: 16PT THIS IS THE MAIN TEXT EXAMPLE 33.
34.
R U O L CO E M E H SC THE SHADES SHOWN HERE MAKE UP BACK ACHE’S MAIN COLOUR PALATTE. THE BOLDER SHADES TIE IN WITH THE THEME OF PUNK WHILE THE SOFTER, MUTED TONES TIE IN THE VINTAGE ‘GRANNY’ THEME THAT WE POTRAY. THIS COLOUR PALATTE WILL BE USED ACROSS ALL PLATFORMS TO GIVE A HARMONIOUS, OMNI-CHANNEL FEEL THAT WILL DISTINGUISH US AGAINST THE COMPETITION, MAKING US INSTANTLY RECOGNIZABLE TO OUR CONSUMERS.
35.
36.
WE DO IT DIFFERENTLY WE ARE UNIQUELY CREATIVE IN EVERYTHING THAT WE DO. WE ARE NOT AFRAID TO STAND UP FOR WHAT WE BELIEVE IN AND WE MAKE THAT CLEAR THROUGH THE PROTEST MESSAGING CRAFTED INTO OUR GARMENTS. WE ARE SUSTAINABLE AND ALL OF OUR MATERIALS ARE SOURCED ETHICALLY FROM CHARITY SHOPS TO ENCOURAGE THE IDEA OF UP CYCLING CLOTHING AND EMBRACE THE ‘BUY LESS’ CULTURE THAT WILL REDUCE THE INDUSTRIES IMPACT ON THE ENVIRONMENT.
WE ARE CRAFTY. WE ARE HANDMADE. WE ARE BACK ACHE. 37.
38.
S E K A M T A H W T N E R E F F I US D
39.
THE FASHION INDUSTRY IS ONE OF THE BIGGEST CONTRIBUTORS TO ENVIRONMENTAL POLLUTION. ONE GARBAGE TRUCK OF TEXTILES IS WASTED EVERY SECOND WHILE 92 MILLION TONS OF SOLID WASTE IS DUMPED IN LANDFILL EACH YEAR. WE ARE PART OF THE PROBLEM SO WHY CAN’T WE BE A PART OF THE SOLUTION? WE AT BACK ACHE ARE MORE THAN AWARE THAT FASHION NEEDS TO SLOWDOWN AND THAT IS WHY WE PLEDGE TO SOURCE ALL OF OUR MATERIALS ETHICALLY, ENCOURAGING OUR CONSUMERS TO UP-CYCLE THEIR CLOTHING RATHER THAN BUYING NEW. WE ONLY HAVE ONE PLANET AFTER ALL, SO WHY DON’T WE CHANGE THE WAY WE CONSUME AND SAVE IT.
40.
E C N E U L F F UNEASY A ORS: T A V O N IN D N E TR
GLY ANXIOUS IN S A E R C IN G E ARE FEELIN ACTING THEIR THE AFFLUENC P IM IS H T L A E EIR W CKLASH THAT A B IC ABOUT HOW TH L B U P E H IS DUE TO T ST YLES, E IF L D E G D MORALS, THIS E IL PLAYS OF PRIV IS D H IT SSESS WHAT W -A E S R E O M T Y CO H T L A AKING THE WE M , E R O F E R E H T SPENDING. N E H W E T IA R IS APPROP
41.
ASH AGAINST L K C A B E IV T C E “A COLL LING NEW L E U F IS G IN D SPEN OSTENTATIOUS MERS. THIS IS U S N O C Y R U X G LU ANXIET Y AMON ETHINK THEIR R O T S D N A R B RY RE SOCIAL, O FORCING LUXU M E B O T S E D SERVIC PRODUCTS AN PPORTIVE.” U S D N A E L IB S ACCES
UNLIKE PREVIOUS GENERATIONS, TODAYS WEALTH IS CHARACTERISED BY CULTURAL DIVERSIT Y, CASUAL DRESS CODES AND FAITH IN FACTS INSTEAD OF RELIGION MAKING THEM SHY AWAY FROM THEIR AFFLUENCE. “WE’RE SO SELF-EFFACING, WE DENY OUR OWN EXISTENCE. WE KEEP INSISTING THAT WE’RE MIDDLE CLASS.” - MATTHEW STEWART, AMERICAN PHILOSOPHER. INFACT, 81% OF 13 - 34 YEAR OLDS AGREE THAT SHOWING OFF EXPENSIVE ITEMS IS UNCOOL. 42.
:
TREND DRIVERS
SS BY THEIR E L D E IN F E D S A E THEMSELVES DY BY KANTAR U T S A MILLENNIALS SE . O D Y E H T RE BY WHAT 62% OF YOUNG D N U WEALTH AND MO O F S S E R P ERICAN EX ERENCE IN THE F FUTURES AND AM IF D E IV IT S O P MAKE A PEOPLE WANT TO WORLD. NING BEYOND A E M H IT W K R O RE SEEKING W AKE TRADE M O T “MILLENNIALS A G IN L IL W E AND THEY’R MAKING MONEY, N OF SUCCESS.” IO IT IN F E D N W O E THEIR OFFS TO ACHIEV
FOR CENTURIES, CONSUMERS HAVE IMPLICITLY TRUSTED LUXURY BRANDS TO OFFER RARE AND BEAUTIFULLY CRAFTED PRODUCTS. HOWEVER, AS SUPPLY CHAINS BECOME MORE TRANSPARENT, LUXURY BRAND’S BEHAVIOUR HAS ADDED TO THE APPREHENSION THAT TODAY’S WEALTH EXPERIENCES WHEN PURCHASING LUXURY GOODS.
43.
THE EVENT THAT ATTRACTED GLOBAL CONSUMER CONDEMNATION WAS WHEN BURBERRY INCINERATED £28.6M WORTH OF PROFITS TO STOP SURPLUSE ITEMS ENTERING THE GREY MARKET.
TREND IMPACT: CONSUMERS ARE MORE AWARE THAN EVER. THEY ARE INTERESTED IN THE SOCIAL IMPACT OF LUXURY BRANDS AND EXPECT THEM TO SET A POSITIIVE EXAMPLE. “EVERYTHING WE TOUCH HAS TO BE CREATED WITH A POSITIVE IMPACT, OR AT LEAST WITH AS MINIMAL A NEGATIVE IMPACT AS WE CAN IMPLEMENT.” - VIN LEE, CEO, GRAND METROPOLITAN.
TREND CONSEQUENCES: AS THE LUXURY SECTOR CONTINUES TO EVOLVE, BRANDS ARE OFFERING NEW GOODS AND SERVICES THAT WILL DELIVER A GREATER PURPOSE. WEALTHY MILLENIALS WANT TO DO MORE WITH THEIR MONEY. INFACT, 51% DESIRE TO FOSTER CHANGE IN THE WORLD BY CONTRIBUTING TO IMPROVING OUR SOCIETY. 44.
TREND FUTURES: CONSUMERS EXPECT MORE FROM BRANDS. THEY WANT A GUILT FREE SHOPPING EXPERIENCE AND TO KNOW THAT THEIR HARD EARNED MONEY IS NOT HELPING TO HARM THE PLANET OR THE PEOPLE WHO ARE MAKING THEIR GARMENTS. THAT IS WHY WE AT BACK ACHE ALLOW YOU THAT GUILT FREE FEELING WHEN YOU SHOP WITH US. YOU DON’T HAVE TO WORRY ABOUT SPENDING YOUR MONEY IN THE WRONG PLACES. WE SOURCE ALL OF OUR MATERIALS FROM CHARITY SHOPS, TO ENCOURAGE THAT ‘BUY LESS’ BEHAVIOUR THAT WILL HELP TO SLOW DOWN FASHIONS IMPACT ON THE ENVIRONMENT. ALL OF OUR GARMENTS ARE HAND CRAFTED. WE DON’T DO THAT SWEAT SHOP BULLSHIT. INSTEAD, WE EMBROIDER NOT SO SUSTAINABLE MATERIALS LIKE PLASTIC INTO OUR GARMENTS AND REPURPOSE THEM.
45.
46.
S D N A R B CIVIC HERE W N I S: PPING FOR GOOD R E O T T S A Y NOV SINGL RCES N A I O E F D R S C N A TRE ARE IN NG, ACTING S E S S USINE S ARE FAILI B S ’ Y AT AN ENT S TODA I M A N I R D E OVE AND M T OUR G OCIET Y. N E S ERNM V O G , IN OUR BANKS RIVING. N I T S T STEP H U S T R U S T I M S R OU SINES UST. IT ORE, U R T B WHILE , F W O E LO WALL ET Y. THEREF LERS, G N I N ALL-TIM I SOCI ENAB RETA R D T O S N F A A L R S IS THE THAT MATTE CATOR OMY. S U S D E E N I E TH CON UES BUS E S S A D S I T E C S E TH TA ALI UP ON RANDS MUS A DECENTR R B THESE NG TOOLS FO DI PROVI 47.
TREND DRIVERS
:
THE DECLINING TRU ST IN SOCIETY’S INS TITUTIONAL PILLARS HAS FUELLED THE B ELIEF THAT THE SYSTE M IS NO LONGER WORKING. “IN THAT CLIMATE, M ILD SOCIETAL CONCE RNS EXPAND INTO FULL-BLOWN FEARS , WHICH ARE SPURR ING THE ACTIONS, UPRISING AND DRAM ATIC TRANSFERALS OF POWER IN KEY WESTERN MARKETS .” - STEPHANIE LVOICH , GLOBAL CHAIR OF P UBLIC AFFAIRS, EDELMAN.
THE 2008 FINANCIAL CRISIS REALLY DROVE THIS TREND AS IT HAD A PROFOUND IMPACT ON MILLENIALS, DRIVIN G A MORE EFFICIENT AND ECO-CONCIOUS APPROACH TO CONSUMERISM . PEOPLE FROM ALL WALKS OF LIFE HAVE A PAS SIONATE DISLIKE OF UNSUSTAINABLE LIVING, SAYS TESSA COOK , CO-FOUNDER OF OLIO. FURTHERMORE, RESEARCH BY NESTA SHOW S THAT 9% OF UK ADULTS USED A COLLABORATIVE PLATFORM TO ACCE SS SOCIAL SUPPORT TO HELP IMPLEMENT SOCIAL AND ENVIRONME NTAL CHANGE WHILE 22% ARE INTERESTED IN THE IDEA OF USING THE COLLA BORATIVE ECONOMY FOR SOCIAL GOOD.
48.
TREND INNOVATORS:
’S WORLDWIDE, 65% VA HA BY Y UD ST NT CE RE A TO ING RD ACCO ESSES BEAR AS MUCH OF CONSUMERS BELIEVE THAT BUSIN R DRIVING SOCIAL RESPONSBILITY AS GOVERNMENTS FO CHANGE. DIA CAMPAIGNS TO ME E PL SIM ND YO BE VE MO ST MU DS BRAN NO LONGER ENOUGH TO TAKE STANDS ON POLICY ISSUES. IT’S TING PEOPLE WORKING CREATE SIMPLE CAMPAIGNS SUPPOR MORE BY HIGHLIGHTING ON GOOD CAUSES, THEY NEED TO DO ATE INTO VISIBLE SOCIAL HOW BRAND PURPOSE MUST TRANSL IMPACT.
TREND CONSEQUENCES: BUSINESSES ARE INCREASINGLY HAVING TO STEP IN WHERE GOVERNMENTS ARE FAILING AND CREATING SANCTUARY SPACES THAT PROTECT CONSUMERS’ POL ITICAL, ENVIRONMENTAL AND CULTURAL INTERESTS.
49.
WITH THE DECLINE OF THE PUBLIC SECTOR, BUSINE SSES INCREASINGLY NEED TO COMMUNICATE A REAL SEN SE OF PURPOSE AND CREATE ACTUAL SOCIAL CHANGE. REI TERATING THE NEED FOR BUSINESSES TO BE CIVICALLY MINDED IN EVERY STEP OF THEIR OPERATIONS.
TREND FUTURES: BRANDS ARE FOLLOWING IN THE FOOTSTEPS OF LIBERAL CITY MAYORS, CREATING SANCTUARY SPACE THAT PROTECT THE CONSUMERS’ POLITICAL, ENVIRONMENTAL AND CULTURAL INTEREST. BACK ACHE TAKES HOLD OF THE ROLE OF THE EDUCATORS AND ENABLERS. NOT SHYING AWAY FROM SOCIAL ISSUES BUT ADDRESSING THEM HEAD ON, PAVING THE WAY FOR THE CHANGE WE WANT TO SEE IN THE WORLD. THIS CAN BE SEEN IN THE PROTEST MESSAGING EMBROIDERED INTO OUR GARMENTS, ARGUING AGAINST THE IDEA OF CONSUMERISM AND FAST FASHION.
50.
S E S S E N I S U B THE O T D E E N THAT K C A B R I E H T WATCH
51.
SUSTAINABLE
NOT SUSTAINABLE
HAND CRAFTED
FACTORY MADE
52.
OUR PRIMARY COMPETITORS ARE ‘REJINA PYO’ AND ‘LE KILT’. THEY ARE BOTH ECO-CONCIOUS BRANDS THAT WANT TO MINIMALISE FASHIONS IMPACT ON THE ENVIRONMENT. HOWEVER, IT IS NOT CLEAR IF BOTH COMPETITORS ENSURE ALL OF THEIR GARMENTS ARE HAND CRAFTED UNLIKE BACK ACHE WHICH ALLOWS US A COMPETITIVE ADVANTAGE IN THE OVERSTIMULATED MARKET. FURTHERMORE, OUR COMPETITORS MAINLY FOCUS ON WOMENS EVERYDAY WEAR WHILE WE AT BACK ACHE PRODUCE OCCASSIONAL WEAR THAT IT OFF THE HIGHEST QUALITY, EMBROIDERING NOT SO SUSTAINABLE MATERIALS INTO OUR GARMENTS AND REPURPOSING THEM.
53.
OUR SECONDARY COMPETITORS ARE ‘VIVIENNE WESTWOOD’ AND ‘GUCCI’. WE ARE AWARE THAT WE WILL NOT BE ABLE TO REACH THEIR LEVEL OF SUCCESS JUST YET - BUT THEY ARE THE LEADERS IN THE MARKET AND THEREFORE, WILL BE THE CONSUMERS FIRST CHOICE. MEANING WE MUST SET OURSELVES APART FROM OUR COMPETITORS, HIGHLIGHTING OUR STRENGTHS SO THAT WE ARE THE CONSUMERS FIRST CHOICE.
54.
WARNING 55.
H C A E T O T Y DONT TR YOUR GRANNY TO SUCK EGGS 56.
BE
E H T R E V E WHO FUCK YOU WANT - 35. THEY 5 2 E G A F ERS ARE O SABLE O M P U S IS N D O H C IG L OUR IDEA AT HAVE A H H T S T L U D A D. ARE URBAN RE FASHION FORWAR DA INCOME AN
57.
THE OUTSPOKEN GRANNY THIS CONSUMER IS EXTREMELY PASSIONATE ABOUT THE NEGATIVE IMPACT FASHION LEAVES ON THE ENVIRONMENT. THEY ONLY PURCHASE FROM SUSTAINABLE BRANDS AND ARE OFTEN SEEN OUT PROTESTING - STANDING UP FOR WHAT THEY BELIEVE IN.
T UIE
T
Q
OU IS RM
FO
N CO
R
E W O L FOL
EN
K SPO
T
S
OU I L L
E B E R
ER
D LEA
58.
THE CRAFTY GRANNY THIS CONSUMER VALUES HANDCRAFTED SUSTAINABLE PRODUCTS. THEY APPRECIATE THE INTRICACY OF THE DESIGN AND LOVE TO SHOW THE GARMENTS OFF TO THEIR FRIENDS AND FOLLOWERS.
D
E D-L
N
TRE
IND
ED
R CTU
U STR
AL U D IVI
H E TEC TERAT I ILL
E
TIV A E R
C
AVY S H
TEC
59.
THE WISE GRANNY THIS CONSUMER IS VERY EDUCATED ON THE NEGATIVE IMPACT WE ARE LEAVING ON THE ENVIRONMENT. THEY VALUE EDUCATING OTHERS AND SHOWING THEM WHAT WE CAN DO TO MAKE A CHANGE.
T
S
ER
EN D U T
CH A E T R
WE O L L
ER
D LEA
FO
ED
U STR
R CTU
E
TIV A E R
C
60.
S G N U J S E P Y T E ARCH THE CAREGIVER
-61.
ING THEIR FULL ER FF O Y B S ER TH O P GOAL IS TO HEL ATTENTION. VIRONMENT. CARES ABOUT THE EN WITH ETHICAL VALUES S D N A R B M O FR S SE PURCHA AND PRACTISES.
PRIMARY CONSUMERS
THE REBEL
-
’T CONFORM TO N ES O D D N A E IC ST JU CHALLENGES IN TRENDS. WANTS TO STAND OUT. OMES TO WHAT C IT EN H W ED D EA H T OUTSPOKEN AND HO THEY BELIEVE IN.
62.
SECONDARY CONSUMERS
63.
-
THE SAGE THRIVES ON KNOWLEDGE AND LIKES T CURIOUS AN O BE EDUCA D INQUISITIV TED. E. CAN BE INDE CISIVE AND THEREFORE TO BE UPFR REQUIRES B ONT. RANDS
ER
. EEDOM R F D N ITION A W B M A , Y D IN NE IT E C I V L T O N V E AUTH USLY IN W IDEAS. O U N I T VALUES BE CON LEARNING NE LOYAL S O I T D S E M E K LI ING TH ES AND K C A N M E I , R E EXPE RING EY E D N A HAS A W RS. E CUSTOM
LOR P X E E TH
-
SECONDARY
PRIMARY
-
THIS CHART REPRESENTS OUR PRIMARY AND SECONDARY CONSUMERS. THEY ARE EXTREMELY DIFFERENT CONSUMERS THAT ALL HAVE DIFFERENT NEEDS. THEREFORE, WE AT BACK ACHE MUST DO EVERYTHING IN OUR POWER TO ENSURE WE DO NOT ALIENATE ANY OF OUR CONSUMERS. INSTEAD WE MUST TARGET THEIR 64. NEEDS AND EXCEED THEIR EXPECTATIONS.
H C E t I M T I S T A AT A INSPIRED BY HER OWN GRANNY’S CRAFTY PERSONALITY AND THE REBELLIOUS NATURE OF PUNK, DESIGNER KIMBERLEY MASKELL CREATED ‘A STITCH AT A TIME’. OUR COLLECTION TAKES SUSTAINABILITY TO NEW LEVELS. ALL MATERIALS HAVE BEEN ETHICALLY SOURCED FROM CHARITY SHOPS. WE HAVE EVEN CRAFTED NOT SO SUSTAINABLE PRODUCTS INTO OUR GARMENTS TO REPURPOSE AND REDUCE THE HARMFUL IMPACT THEY HAVE ONE THE ENVIRONMENT. WE CREATE TIMELESS PIECES THAT MAINTAIN RELEVANCE AND QUALITY OVER TIME. WE INSPIRE OUR CONSUMERS TO LIVE A MORE SUSTAINABLE LIFESTYLE. TO SLOW FASHION DOWN AND BRING BACK THE MINDSET THAT FASHION IS MEANT TO BE AN INVESTMENT THAT WE CAN PASS DOWN TO OUR DAUGHTERS. 65.
66.
“I’VE ALWAYS LOVED CRAFTS SUCH AS KNITTING AND CROCHET, TAUGHT BY MY GRANDMOTHER. I ALWAYS KNEW I WANTED TO INCORPORATE THIS INTO MY COLLECTION. FROM THE BEGINNING I WANTED MY COLLECTION TO POWERFUL AND IMPACTFUL THAT PUSHES BOUNDARIES AND CAUSES CHAOS, WHICH IS WHY I TURNED TO PUNK ROCK BANDS FOR INSPIRATION. WHY THESE TWO CONCEPTS IN MIND I THOUGHT WHY NOT COMBINE THESE TWO IDEAS AND CREATE A BRICOLAGE, THAT WILL REALLY MAKE CHAOS.” DESIGNER, KIMBERLEY MASKELL
67.
EMBROIDERED BLOUSE
EMBROIDERED BLAZER
HEAD SCARF EMBROIDERED BLOUSE
PATCHWORK VEST
FITTED ROPED SKIRT
PATCHWORK TROUSER
PLEATED SKIRT
68.
E C I R P A U PUT
O Y N CA Y T . . I . L I B A N ON SUSTAI
70.
WELL W E JUST DID
FITTED ROPPED SKIRT
COST OF MATERIALS:
COST OF CMT:
£13.50
£12.60
TOTAL COST OF GARMENT:
WHOLESALE MARKUP:
£26.10
£65.25 RETAIL MARKUP: £164
SCAN FOR MORE INFORMATION!
71.
COST OF MATERIALS:
EMBROIDERED BLAZER
COST OF CMT:
£43.26
£46.80
TOTAL COST OF GARMENT:
WHOLESALE MARKUP:
£90.06
£225.15 RETAIL MARKUP: £563
72.
COST OF MATERIALS:
EMROIDERED BLOUSE
COST OF CMT:
£7.32
£25.20
TOTAL COST OF GARMENT:
WHOLESALE MARKUP:
£32.82
£82.05 RETAIL MARKUP: £206
73.
S A H E H C BACK A G N I D L I U B E H T D E R E T EN
74.
OUR WEBSITE:
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A STITCH AT A TIME
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OUR LOOKBOOK
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OUR APP:
SITE, OUR E C R E M M O -C ATING AS AN E R E P O RACK THE M T O O R T F S T R E M APAR U S LLOW OUR CON A O S L A ARMENT FROM L G IL IR W E H T APP F O S IONAL PROCES T A R E NUFACTURE. P A O M E O IR T T H EN G U O R SIGN RIGHT TH THE INITIAL DE D THE SCENES IN H E B A S R E M UR CONSU E REALLY ARE. W E THIS ALLOWS O L B A IN A T S T HOW SU PEAK INTO JUS
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A STITCH AT A TIME
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TRACK YOUR ENVIRONMENTAL IMPACT
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70% 86%
EMBROIDERED BLAZER
EMBROIDERED BLAZER
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81% EMBROIDERED BLAZER
EMBROIDERED BLAZER
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OUR INSTAGR
AM:
BACK ACHE’S INSTAGRAM P AGE WILL BE U FILLED WITH IM PDATED DAILY AGES OF PHOT , OSHOOTS, COL WITH INFLUNC LABORATIONS ERS AND WHA T WE ARE DOIN POSITIVE CHA G TO MAKE A NGE FOR OUR ENVIRONMEN T. OUR INSTAGR AM PAGE SHO ULD BE A FUN PLACE WHERE , INTERACTIVE OUR CONSUM ERS FEEL AT H OME.
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OUR PLAN OF 78.
ACTION
MONTH 1 - JANUARY OUR FIRST MONTH OF THE LAUNCH WILL FOCUS ON SPREADING BRAND AWARENESS. THIS WILL BE DONE THROUGH A PRESS RELEASE SENT OUT TO PUBLICATIONS SUCH AS ‘THE BUSINESS OF FASHION’ WHICH WILL ALLOW POTENTIAL CONSUMERS TO TRULY UNDERSTAND OUR BRAND ESSENCE. THIS MONTH WILL ALSO FEATURE THE LAUNCH OF SOCIAL MEDIA ACCOUNTS SUCH AS OUR INSTAGRAM AND TWITTER WHICH WILL BE UPDATED DAILY WITH INTERACTIVE CONTENT IN ORDER TO ENGAGE OUR CONSUMER AND START BUILDING BRAND LOYALTY.
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MONTH 2 - FEBRUARY WE WILL CONTINUE TO SPREAD BRAND AWARENESS THROUGHOUT THE MONTH OF FEBRUARY THIS WILL BE DONE BY BUILDING A FOLLOWING ACROSS OUR SOCIAL MEDIA CHANNELS. WE WILL ALSO REACH OUT TO NEW PUBLICATIONS SUCH AS ‘VOGUE’ AND ‘HARPER’S BAZAAR’ TO TARGET NEW CONSUMERS WHO ARE FASHION FORWARD YOUNG ADULTS WITH A LARGE DISPOSABLE INCOME.
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MONTH 3 - MARCH FOLLOWING OUR PREDICTED SUCCESS FROM WORKING WITH ESTABLISHED PUBLICATIONS - BACK ACHE WILL BEGIN WORKING WITH OUR FIRST INFLUENCER. RACHEL NOSCO OR OTHERWISE KNOWN AS @AESTHETICS. ANONYMOUS IS A SUSTAINABLE FASHION INFLUENCER. SHE TAKES PRIDE IN LIVING A MINIMALIST, SUSTAINABLE LIFESTYLE AND OFTEN TEACHES HER FOLLOWERS WHAT SMALL STEPS THEY CAN TAKE TO REDUCE THEIR NEGATIVE IMPACT ON THE ENVIRONMENT. RACHEL WILL PROMOTE OUR BRAND ACROSS HER SOCIAL MEDIA PLATFORMS, PARTICULARLY INSTAGRAM THROUGH SPONSORED POSTS. THIS WILL GENERATE FURTHER BRAND AWARENESS AND ATTRACT NEW CONSUMERS. 81.
MONTH 4 - APRIL THROUGHOUT THE MONTH OF APRIL, BACK ACHE WILL BEGIN TEASING THEIR COLLABORATION WITH DOC MARTENS ACROSS THEIR SOCIAL MEDIA CHANNELS. THE CRIPTIC CONTENT POSTED WILL GENERATE CURIOSITY AND EXCITEMENT AMONGST THEIR CURRENT CUSTOMER BASE.
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MONTH 5 - MAY OUR COLLABORATION WITH DOC MARTENS WILL LAUNCH IN MAY. WE WILL BEGIN THE LAUNCH OF THE COLLABORATION BY RELEASING A PRESS RELEASE TO PUBLICATIONS SUCH AS ‘VOGUE’ AND ‘HARPER’S BAZAAR’ DETAILING THE EVENTS OF THE COLLABORATION. THE COLLABORATION WITH DOC MARTENS WILL FEATURE EMBROIDERED REBELLIOUS PROTEST MESSAGING INTO THEIR FAMOUS BOOT WHICH WILL BE AVAILALE TO BUY ON BOTH WEBSITES - TIEING TOGETHER THE IDEA OF CRAFT AND PUNK THAT IS THE HEART AND SOUL OF BOTH OUR BRANDS. 83.
MONTH 6 - JUNE FOLLOWING THE LAUNCH OF OUR COLLABORATION WITH DOC MARTENS, BACK ACHE WILL HOLD A SERIES OF WORKSHOPS WHICH TEACH CONSUMERS HOW TO DIY THEIR OWN MESSSAGE INTO THE BOOT WITH THE HELP OF OUR VERY OWN DIY KITS. POPULAR SUSTAINABLE FASHION INFLUENCERS WILL BE INVITED TO THE EVENT WHERE THEY WILL POST SPONSORED CONTENT TO THEIR SOCIAL MEDIA PLATFORMS TO RAISE AWARENESS OF THE COLLABORATION.
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MONTH 7 - JULY WITH THE PREDICTED SUCCESS OF THE PAST COLLABORATION, BACK ACHE WILL CONTINUE TO PUSH COLLABORATIVE AND SINGULAR CONTENT ACROSS ALL SOCIAL MEDIA CHANNELS. INTERACTING WITH CONSUMERS AND INFLUENCERS IN ORDER TO DRIVE ENGAGEMENT AND OVER ALL BRAND AWARENESS.
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MONTH 8 - AUGUST AFTER HAVING SPENT MONTHS DEVELOPING A STRONG BRAND AWARENESS AND LOYAL CUSTOMER BASE, BACK ACHE WILL LAUNCH THEIR APP. IT WILL NOT ONLY OPERATE AS AN E-COMMERCE PLATFORM WHERE CONSUMERS CAN PURCHASE OUR GARMENTS - IT WILL BACK UP OUR PLEDGE TO MANUFACTURE TRANSPARENTLY. THROUGH USING OUR APP, CONSUMERS CAN TRACK HOW OUR MATERIALS HAVE BEEN SOURCED AND HOW OUR GARMENTS HAVE BEEN MANUFACTURED. SHOWING PHYSICAL EVIDENCE OF JUST HOW SUSTAINABLE WE REALLY ARE. 86.
MONTH 9 - SEPTEMBER DURING THE MONTH OF SEPTEMBER BACK ACHE WILL LAUNCH THEIR YOUTUBE CHANNEL. WE WILL UPLOAD BACKTAGE FOOTAGE OF OUR FASHION SHOW, PHOTOSHOOTS, WORKSHOPS, COLLABORATIONS AND THE DESIGN PROCESS OF OUR GARMENTS. WE WILL ALSO UPLOAD INTERVIEWS FROM DESIGNER KIMBERLEY MASKELL. OUR YOUTUBE CHANNEL WILL ALLOW OUR CONSUMERS A SNEAK PEAK INTO THE BEHIND THE SCENES OF OUR BRAND. IT WILL ALLOW THEM TO BUILD A CLOSER BOND WITH US AND THEREFORE, BECOME LOYAL CUSTOMERS.
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MONTH 10 - OCTOBER BACK ACHE WILL ANNOUNCE THEIR PARTNERSHIP WITH ‘THE CENTRE FOR SUSTAINABLE FASHION’ IN OCTOBER THROUGH A PRESS RELEASE WHICH WILL BE SENT OUT TO ‘THE BUSINESS OF FASHION’ PUBLICATION. THIS PARTNERSHIP WILL BE THROUGH A COLLABORATION WITH THE FASHION DESIGN STUDENTS AT THE UNIVERSITY OF ARTS, LONDON. A COMPETITION WILL RUN WHERE THE STUDENTS WILL DESIGN A COLLECTION FOR OUR BRAND. IT MUST BE INNOVATIVE, REBELLIOUS AND SUSTAINABLE. THE WINNING STUDENT WILL HAVE THE EXPERIENCE OF HELPING TO HANDCRAFT THE COLLECTION ALONGSIDE OUR BRILLIANT TEAM. WHILE 40% OF PROFITS FROM THE COLLECTION WILL HELP FUND FURTHER RESEARCH AT THE CENTRE FOR SUSTAINABLE FASHION. 88.
MONTH 11 - NOVEMBER THE WINNER OF THE COLLABORATION WITH THE UNIVERSITY OR ARTS, LONDON WILL BE ANNOUNCED IN THE MONTH OF NOVEMBER. WHILE THE GARMENTS ARE BEING CRAFTED, BACK ACHE WILL CONTINUE TO PUBLICISE THE PARTNERSHIP WITH ‘THE CENTRE FOR SUSTAINABLE FASHION’ ACROSS OMNI-CHANNEL PLATFORMS. THIS WILL EXCITE THE CONSUMER AND DRIVE ANTICIPATION FOR THE RELEASE OF THE COLLECTION.
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MONTH 12 - DECEMBER THE WINNING COLLECTION WILL BE LAUNCHED IN DECEMBER. A PRESS RELEASE WILL BE SENT OUT TO VARIOUS PUBLICATIONS DETAILING THE EVENTS FOLLOWING THE LAUNCH OF THE EVENT. THIS PARTNERSHIP IS PREDICTED TO GAIN A LOT OF PUBLICITY AS IT WILL BE BACK ACHE’S FIRST TIME WORKING WITH A RESEARCH CENTRE AND UNIVERSITY. A POP-UP SHOP WILL FOLLOW THE COLLECTION. IT WILL BE LOCATED IN LONDON’S SOHO, A POPULAR URBAN AREA FOR WEALTHY YOUNG ADULTS. THE POP-SHOP WILL LAST FIVE DAYS AND WILL STOCK THE WINNING COLLECTION FROM THE PARTNERSHIP WITH ‘THE CENTRE FOR SUSTAINABLE FASHION’ AS WELL AS BACK ACHE’S ‘A STITCH AT A TIME’ COLLECTION. 90.
EVENT PRESS RELEASE FOR IMMEDIATE RELEASE WINNER FOR THE CENTRE FOR SUSTAINABLE FASHION PARTNERSHIP AND POP-UP EVENT Back Ache is delighted to announce our first ever partnership with The Centre for Sustainable Fashion. Back Ache are hosting a competition for the University of Arts, London’s Fashion Design Students where they have the opportunity to design an innovative, rebellious and sustainable collection for our brand. The winner of this competition will have the opportunity to work with our brilliant team of designers, helping to hand craft the collection and bring it to life. Following the launch of this collection, Back Ache will open our first ever pop-up shop which will stock the winning collection from the partnership with The Centre for Sustainable Fashion and our very own ‘A Stitch at A Time’ collection. The pop-up will be located in London’s Soho, a youthful urban area of the city and will be open for an entire five days. The opening day of the pop-up will be a PR event where multiple press outlets and influencers will be invited to the location where there will be a small fashion show, showcasing the winning collection. Guests will then have an opportunity to meet the designers and receive a goodie bag DIY kit at the end of the night. The last four days of the pop-up will be open to the public. All garments stocked will be available to purchase. Back Ache have agreed that 40% of profits earned from this collection will be given to The Centre for Sustainable Fashion to fund further research. This immersive event showcases innovation and rebellion with a sustainable twist while giving a once in a lifetime opportunity to the designers of the future. -ENDS-
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H T A P L A C I T OUR CRI
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E R U T U F E IN TH WE WILL WE DON’T WANT WORLD DOMINATION JUST YET. INSTEAD WE WANT TO OPEN OUR FIRST EVER STORE. IT ALLOW US TO PHYSICALLY INTERACT YOU, FINALLY! WITH A STORE WE WILL GO ABOVE AND BEYOND FOR YOU. PROVIDING YOU WITH EXCELLENT CUSTOMER SERVICE AND EXTENSIVE KNOWLEDGE OF OUR GARMENTS. WE CAN EVEN TELL YOU IN PERSON ABOUT OUR MISSION TO REDUCE FASHIONS NEGATIVE IMPACT ON THE ENVIRONMENT. OUR STORE WILL ALSO HAVE AN INTERACTIVE ELEMENT. THIS WILL BE DONE BY INTRODUCING DIY KITS TO ENCOURAGE YOU TO TRY UP-CYCLING YOUR EXISITING WARDROBE. AFTERALL, FASHIONS MEANT TO BE AN INVESTMENT NOT A LOAD OF RUBBISH. 93.