1. Name of the brand
• Name: Dirty, Sexy, Harry • Inspired by film Dirty Harry (1971)
Concept and philosophy of the brand...
DSH is a Barcelona‐based fashion and lifestyle womenswear label characterized for its cuHng edge, alternaJve, rock‐chic, minimalist, sensual and modern designs. It is a blend of streetwear and luxe with vintage‐loving sensibiliJes, where vagabonds meet street‐smart modernists aqnd sexy competes with androgyny.
Inspired by contemporary art and music we craN accurately our garments that represent today’s culture by introducing new cuts, washes, techniques and fabrics. We go beyond fashion convenJonalisms established in everyday’s society and suggest appealing alternaJves. Our brand embodies the modern female ideal compared to a black sheep in the crowd who is inspiring, surprisingly and mysterious. We want to transmit that a ‘tee shirt and jeans’ can be just as stylish as an evening gown.
Value pyramid…
AYributes
High quality Fashionable CompeJJvely priced Different Sensual InnovaJve
Image orientated High status
Benefits
Customer get the feeling of being fashion‐forward Feeling of stand out and be special
Beliefs and values
Trendy Confident Proud Related to a group
Main compeJtors…
Alexander Wang American Apparel All Saints Cheap Monday Erin Wasson x RVCA Maje Paris Isabel Marant
Price Alexander Wang Isabel Marant Erin Wasson x RVCA All Saints DSH Low
Maje Paris
Quality
American Apparel Cheap Monday
Low
PosiJoning…
we define ourselves as a middle‐high status brand. Our range price goes from 50 euros (min) to 400 euros (max) We produce our garments with very good quality fabrics and resources.
SWOT analysis DSH
weaknesses
strenghts
oportuni-es
Unknown brand that gives us an opportunity to drive the customer to get interested in the brand Strong promo-on and brand image so we can cover a new market and thanks to that we are growing fast.
treats
Small company but growing thanks to the loyalty of our customers because we are offering them a personal customer service.
There are bigger companies that have similar style but the quality of our products is be>er.
Our target… Women: 20‐30 Status: Middle‐high income EducaJon: high school and college (art school, music or design) Interests: music, fashion, art, Photography, literature, travelling. Style icons: Erin Wasson, Alexa Chung, Julia Restoin‐Roieield, Geographical: live in big ciJes Marital status: single or in a relaJonship.
Shopping preferences: independent bouJques, vintage and some high‐street brands. Shopping drivers: price, trends, design. Type of service expected: expect to have a good service in case they need it. Fashion dependance: early adopters.
Image of the brand… IMAGE: strong, avant‐garde IDENTITY: its disJncJve name avoids confusion with other brands COMMUNICATION: strong, powerful ,sexy, secure, independent, sensual, dominant and androgynous woman. hYp://www.youtube.com/watch?v=yv‐UMJX4j2U GUARANTEE: good quality, products 100% pure materials TITLE: original idea from Dirty Harry
If our brand was a person..our style icon would be….ERIN WASSON
AdverJsing campaign
LocaJon of the store…
Market segmentaJon: • strategic markets Barcelona, Madrid. • secondary markets Marbella, Mallorca.
LocaJon in Barcelona…
El Born AlternaJve/designer area
Type of street…
El Born: c/ Ribera, 9 9
DSH store c/ an7c de Sant Joan
c / R i b e r a
Outlying area of the city
Measurements of the store…
• Our store in Barcelona has the shape of a square. • Measurements: 10x10metres • Total: 100 m2 1 0 m
x
10m
Ambience of the store… • Music: alterna*ve, rock, electronic, indie style to provide a young, sexy and powerful feeling experience. • Smell: aroma*c air‐fresheners provided all over the store. • LighJng: coherent distribu*on of lights. Mannequins, rags and fiAng rooms illuminated without over‐ exposure. • Staff: trained, polite, kind , young and available women sales assistants. Max: 2 assistants. Uniform: ouCit from DSH’s collec*on
Windowdisplay Bestseller
Hanging rack
Basics
Counterr
Bestseller
Windowdisplay
Hanging rack
Seats
Bestseller
Mirror
FiJng rooms
Furniture of the store… • Minimal and rusJc style of furniture. • Sofas, tables, chairs.
Windows display of the store…
• The store has 3 window displays with 4 mannequins in the big window and 2 each in the 2 small ones. • Mannequins: aYrezzo ‘rock’ black shiny mannequins with head. No make‐up and no hair.
• DecoraJon: ‐ backwall with ad campaign ‐ see‐through windows ‐very simple and sophis*cated style. Minimum touches of decora*on: minimal. ‐ Offering complete key looks for different moments of use simple and stylish through very neutral mannequins to the customer who is observing the windows to feel aJracted to get in. ‐ We do not want to be comercial and high‐street oriented, therefore our windows are discret, trendy, certain group of women. ‐ all the window’s stories go always together with our brand philosophy.
Merchadising strategy.. Keep it simple. Not over exposed. Organized by product category and moments of use. Posters behind the counter. Posters at the entrace, 1 at both sides. Free catalouge offer gift card. If you spend more than €100 you get an organic shopping bag.
Product.. Clothes for womenswear Jeans, shirts, jackets, shoes, belts, bags. Style: rock, edgy, natural, different.
Product
Thank you..Â
Irja Juliane Andresen Laia Bonastre Kimberley Denise Zuurbier