YUGA A yogawear Collection: Designing, Marketing and Promoting an stylish and quality label with Chinese Culture inency concept
MA Fashion, Enterprise and Society DESN5316M Fashion Realisation and Contextual Studies 201183219
Acknowledgment.........2 Abstract ........ 3 1. Introduction .........4 2. Literature review section
4. Design Process
2.1 History of Yoga ...........6 2.2 Contemporary Yoga Market
4.4 Range Plan ...... 18-23
1. Yoga in medical health treatment ....7
5. Business Case Study
2. The market growth of yoga ....7
5.1 Brand DNA ......25
3. Yoga wear become fashion staple ...7
5.2 PEST ........ 25
4. Retail brand of yoga wear ....7
5.3 SWOT ........... 26
4.1 Key items for yoga wear S/S20 ..... 15 4.2 Fabric Choice .........16 4.3 Mood Board ....17
5.4 Brand positioning ..... 27
2.3 Chinese cultural in fashion and textile design
5.5 Consumer proďŹ le .... 28
1.Eastern meet Western.... 9
Social Media ....30
2.Global cultural-related product in fashion and textile
5.7 Pricing Structure ......31
5.6 E-commerce Business ...... 30
design.............. 9
5.8 Promotion Tactics
2.4 Chinese Auspicious culture
Online Ads ...32
1.The origin of the concept of auspicious motif ..10
PR activities .........33
2.The totem worship of Chinese mascot .... 10
Campaigns ........... 34
3.The connotation of thought ........ 10
Instore Activities .....35
4.The denoted function of auspicious images......10
Timeline ..... 36
3. Methodology Questionnaire Analyse........... 13
6.Conclusion ..... 37 Questionnaire Result.....38 Bibliography Image referencing
Thanks to Dr. Kevin Almond’s direction and professional suggestion during the process of the project development.
The work include a review of historical and contemporary research into yoga wear market and Chinese auspiciousness culture. Combined with secondary research and primary research to identiďŹ ed a market demand on yoga wear. A new brand is created and planned under product development and market strategy. The purpose is to being innovative in yoga wear styles. Base on the idea of combining Chinese auspicious motif with ďŹ tness clothing to create another unique and novelty look that hasn’t been explored over the market. Aims to arouse attention and interest among global yoga wear consumer (particular in mature female target segment) through comprehensive and creative digital market strategy .
Aim: Established an e-commerce yoga wear that is inuent by Chinese Auspicious Culture, aims to target niche market.
Objectives: - Take traditional decorative features as creative elements and transform them into new creative products with modernization - Identify the global market for athleisure wear - Design, market and promote athleisure niche brand that incorporates elements of Chinese visual culture
Today, the consumer is more active in conducting exercise due to their awareness of wellness lifestyle. And yoga is particularly popular among females. As the practice involved the unity of body and mind, people ďŹ nd their inner peace throughout the process and further optimize their mood. Particularly in western countries, yoga wear is an essential item in the female consumer’s wardrobe. However, the Asia-PaciďŹ c region is being reported to contribute immerse grow in the activewear market during the period, this is the result of the upsurge in disposable income, and an increase in urbanization. Overall, the ďŹ tness wear market has taken a big proportion in the clothing segment throughout the global.  With many high street brands have infused cultural elements into their creative design process. As a consequence, arouse my attention to applied this trend on Yoga Wear. As the hybrid style of modern and tradition will form a new commercial value to the contemporary market. Additionally, a business case study is developed by taking all matters into concern, f rom external to internal factors and marketing planning strategy on pricing, place, to communication plan. After all, to demonstrate a comprehensive business case.
Literature Review Yoga History Contemporary Yoga Market Chinese characteristic in Fashion Chinese Auspicious Culutre
literature review
The History of Yoga can be traced back more than 5,000 years Yoga arose f rom the foothills of the Himalayas in northern India. When training physical and mental reďŹ nement in nature, ancient Indian yogis inadvertently be healed by natural animals and plants. Such as rest, sleep, or stay awake. When suffering f rom diseases, they can be restored directly without any treatment. Hence, ancient Indian yogis created a series of useful physical and mental training systems based on the investigation, reproduction and individual experience of animal postures, namely asanas. These positions have been followed for more than 5,000 years, and the healing methods of yoga discipline have helped generations. (Eva, 2019)
The word "Yoga" derives of Indian Sanskrit "yug" or "yuj", implying the meaning of "consistent", "combination", or "harmony". Beginning of ancient India, Yoga is one of the six philosophical parties of ancient India, they hold the statement of examining the truth and method of "unity of brahman and me". The purpose of practicing yoga is further translated by modern people as a set of self-cultivation and mind-cultivation systems. Approximately 300 b.c. ago, India's great philosopher- Patanjali the father of yoga (English: Patanjali, Hindi: प त ं ŕ¤œ ल ि) built the yoga sutra of eight systems informing Indian yoga line. Yoga is a system that supports humans to raise awareness of oneself and ďŹ nd the potential inside one's body and mind. Yoga poses employed easily to master skills, further enhance an individual's sense by physical, psychological, emotional and spiritual aspects. (Eva, 2019)
literature review
1. Yoga in medical health treatment For the past 10 years, yoga gains great popularity worldwide as a form of ďŹ tness activity. (ResearchAndMarket, 2018) Technavio's analysts forecast the global yoga apparel market expand at a CAGR of 6% between 2019 and 2023 (Technavio, 2018) (ďŹ gure 1.) From the viewpoint of the medical beneďŹ t of yoga, it states the one of top 10 complementary health treatments. (NCCIH, 2008;2013) As it ease symptoms derive f rom chronic or terminal, and also improve mental health.(NCCIH, 2008;2013) For example, it uses as an efďŹ cient healing modality provided for the breast cancer patient. Help patients enhance mental calmness, stress reduction, and body awareness. (Koula and Knight, 2018)
2. The market growth of yoga The result f rom the ďŹ tness trends and the strengthening of alternative health, spur the rise of yoga and Pilates in the U.S. (Bhandalkar, S. et al., 2019) According to Yoga Journal report(2016), the numbers of yoga practitioner in the U.S. grew f rom 20.4 million to 36.7 million between 2012 and 2016. The yoga market is now worth $16bn (ÂŁ12bn) in the US and $80bn (ÂŁ74bn) globally. ( Yoga Journal, 2016) Meanwhile, women are the main group with 72 percent compared to men,28 percentage. ( Yoga Journal, 2016) (ďŹ gure 2.) An expansion on yoga & Pilates studios rises f rom the growing population of the health-conscious population in the global market with higher disposable income to spend. The market will reach $215,811 million by 2025. (ďŹ gure 3.) (Bhandalkar, S.& Das, D., 2018.) Which, incites leading brands in the yoga apparel market to expand their business worldwide for more proďŹ t growth. (Technavio, 2017)
3. Yoga wear become fashion staple Yoga wear is becoming a fashion staple due to the well-being lifestyle. (Technavio, 2017) The trend has captivated non-practitioner to purchase yoga wears since they feel conďŹ dent with the ďŹ tted look empower them to express their tendency to act healthy. (Patrick& Xu, 2018) The desire for cross outer pieces has produced the so-called ‘Athleisure’ trend today, in terms of the sporty yet stylish, studio to the street fashion trend.
4. Retailers "The market is not slowing down. Even after this time, big players and small players continue to expand."(Kestenbaum, 2018) Small brands that target niche markets are currently taking advantage, such us “Alo Yoga and Outdoor Voices, direct-to-consumer brands providing especially to female consumers, recognized year-over-year site trafďŹ c acceleration by 91 percent and 57 percent, respectively.â€? (Cotton Inc, 2019) In order to be competitive in the highly saturated market, retailers put endeavor in innovative product design f rom sourcing material to sewing technique and accompanied by integrated digital marketing strategy. For instance, Lululemon is well-known for to best quality in ďŹ tness leggings which is advocated by customers to the brand. (Urstadt, B. 2009) Customers value the brand's image of empowering women to feel conďŹ dent by the self-growth process. (Urstadt, B. 2009) Furthermore, Lululemon creates a community-based marketing strategy by collaborating with local yoga instructors as the brand's ambassador to offer f ree yoga classes to local people. (ďŹ g.4)(Urstadt, B. 2009) This strategy creates a positive brand image, as customers ďŹ nd their belonging with the brand's culture instead of simply purchasing the product of the brand.
literature review
ďŹ g.1 Global Yoga Apparel Market 2019-2023
ďŹ gure . 2 Women account the largest group in yoga practice
ďŹ gure . 4 Lululemon- yoga community
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„ Â?â€?(† ‡  ˆ‰Š Â?Â?Â? Â? ) ďŹ gure . 3 Increasing Yoga&Pilates Studios
literature review
Eastern meet Western There was a cross-culture design since the 17th century's silk trade. The textile was the prominent element that gives inspiration to the Western designer (Haekyung et al., 2001) To illustrate, regarding an early embroidery piece, the designer intends to retain the scene of traditional Chinese painting with origin nature ďŹ gures in it, and decorated with hand-brushed work to create perspective and chiaroscuro. Thus, the hybrid aesthetic value of Chinese-European made the piece monumental. (Brandt, no date) (ďŹ g. 5)
ďŹ gure 5. embroidery of chinese painting with western brush-work
Global cultural-related product in fashion and textile design Due to the globalization environment, the hybrid culture design has always been on-trend. Western designers admire the traditional Chinese characteristics and they further infused it with contemporary modern fashion to approach a distinctive piece. (Haekyung et al., 2001)(ďŹ g. 6) On the other hand, culturally inspired commodities incorporate historical and traditional heritage knowledge would be a leading discipline approaching success. (Jin Shin et al., 2015) "In the textile and fashion industries, it could be considered important to develop cultural-based fashion products which are clear in inherent cultural identity and have high stylishness" (Hyun and Bae 2007, 139 cited in Jin Shin et al., 2015). Managing the traditional culture characteristic with modernization and globalization design process planned would ensure ourishes and preserved the culture value of this sector in the contemporary market. (Naylor 1990, 180, cited in Jin Shin et al., 2015) Contemporary design for the traditional elements involves innovative technology to create a new aesthetic form that optimizes modern consumer's satisfaction on creativity. For example, Paris fashion Louis Vuitton, Zhou Chunxia presents the pandas with beading patterns, this subversive use of design elements create a new aesthetic form and be perceived unique of the niche. (ďŹ gure 7) Meanwhile, globalization refers to businesses adopting e-commerce marketing strategies to meet the potential customer's desire for cultural inuent design products. (Jin Shin et al., 2015)
ďŹ gure 6. Gucci’s denim coat embroidered with Chinese dragon
ďŹ gure 7. beaded panda on Louis Vuitton SS 2011 collection
literature review
1. The origin of the concept of auspicious motif In early times, ďŹ gures or hieroglyphs intimately linked to life were seen by our ancestors as spiritual desires. The ancestors often resorted to external powers to eliminate insecurity, confusion, and fear of death, plague, death, disaster, etc. (Zi,2017) The original concept of auspiciousness was driven by faith. People query real or ďŹ ctional object as a fortune symbol to drive the ghost out, avoiding diseases, stay healthy and pursue prosperity. (Yuanqin, 2012) 2.The totem worship of Chinese mascot Totem worship of the mascot originated f rom the psychological content. People worship natural or cultural objects and interpreted with auspicious concepts. (Yuanqin, 2012) They denoted these objects to be their ancestors or patrons. With protective and empowerment attributes for ancient people in pursuing courage and skill. (Zi, 2017) Therefore, totem animals occupy an important position in Chinese ideology. (ďŹ g.8)
3. The connotation of thought The psychological thought is associated with Confucianism, Buddhism, and Taoism. For instance, the ďŹ ve elements of yin and yang include wood, ďŹ re, metal, water, and earth. The idea of extracting motif f rom natural explains Taoist cosmology of individuals should live harmoniously with nature (ďŹ g. 9) Thus, Chinese folk patterns are generated f rom natural things such as herbs, ducks, bugs, ďŹ sh, mammals, and other natural attributes.
A representative example of the Chinese totem mascot is the Chinese dragon and phoenix totem, the cultural meanings of the dragon is “courage, power, mystery, auspicious, happiness.� (Jiefang, 2014) Hence, auspicious patterns are interpreted for reaching people’s psychological demands Blessing, Wealthy, Longevity, and Harmony. (Gong, 2008)
ďŹ g 8. totem worship
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ďŹ gure 9. ying yan and ďŹ ve elements
literature review
4.The denoted function of auspicious images ` The signiďŹ ed function of auspicious images is identiďŹ ed by symbols of the shape, homonyms meaning of the object and abstracted form presented as "charactery". (Yang et al., 2016) Symbol of Shape A symbol signiďŹ es the emotion associated with the physical characteristics of an object. For example, Chinese peony sometimes grows into doubles, thus it symbolizes prosperity and wealth. (Yang et al., 2016) (ďŹ g. 10) Semantic homonyms Semantic homonymy is about adopting the same pronunciation of the different characters. For example, ‘juzi’ (orange) symbolizes ‘jili’ (auspiciousness)(ďŹ g. 11), because the pronunciations of "Ju" and "Ji" are similar; 'huaping’ (vase) and ‘pingan’ (safety) share the homophobic character ‘ping’; the bat symbolizes blessing, because both words have a homophonic "fu". (Yang et al., 2016) (ďŹ g. 12)
ďŹ gure 10. double peony symbolizes prosperity and wealth
Abstract symbol 'Charactery' indicates the evolving of auspicious Chinese characters into a simple visual symbol and geometric shape. Aims to express the charm of the image in a concise manner. (Han, 2014) ‘Characterise’ are inherited, improved, and reďŹ ned f rom generation to generation. For example, the initiated semantic meaning of “ĺ??â€? (wanzi) is associated with the primitive people's prayer of the sun and the ďŹ re and further become the appearance of lucky in Buddhism (Gong, 2008) Hence, the simpliďŹ ed visual symbol evolved f rom abstraction has contained the profound Eastern philosophical thoughts of simplicity and silence. (Han, 2014)
ďŹ gure 11. orange share the pronunciation of good luck in Chinese
ďŹ gure 12. bat share the same pronunciation of blessing in Chinese
Methodology Qualitative Research Object-based Practice-based Questionnaire
methodology
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The research is base on a qualitative research method. According to Kawamura(2013), it is an inductive process with collected data f rom observation of the phenomenon or studying on the object. Then, make sense with the data to f rame the structure of the research topic. My research aims to examine the contemporary yoga wear market and explore the aesthetic value of the Chinese auspicious culture element in the design. Thus, historical research includes object-based, practice-based and questionnaire methods.
The questionnaire gives a quick insight into female consumers ' attitudes toward a healthy lifestyle and yoga wear and investigates on buying attitude toward Asian ornate style yoga wear. About 68% of the audience is willing to join well-being activities. Although only 34% of them practice yoga, there are 29% of them still buy for daily comfort desires. 29% of them have pattern yoga pants. Considers the factors that impact buying, comfort comes ďŹ rst, followed by ďŹ t and price. The main price point drops at ÂŁ10-ÂŁ30(44.83%), and ÂŁ30-ÂŁ50(25.86%). Furthermore, 58% of the public don’t have a particular brand preference. Thus, encouraged the brand to establish the collection that takes all the factor that consumer concerned into design decision. With quality product in a reasonable price range. (see appendix)
Object-based research is historical research on the form of the object, including colors, shapes, silhouettes, and links with perspective meaning. (Kawamura,2013) As material won’t speak for itself about what it stands for, instead, it is inseparable with human life. Material goods are built f rom a culturally contextual model with symbolic properties. (Kawamura,2013) In which stimulated by other disciplines of human’s life. Such as "social, cultural, historical, political, artistic, or technological research objects." (cited in Kawamura,2013, p.92)Thus, the project is to decode the cultural meaning of Chinese's auspicious motif; Employ literature review on the auspicious culture, then explore how the auspicious concept interprets by the form and shape of the pattern. The survey method is suited to studying data that can’t be collected simply by observation (Kawamura, 2015). Thus, conducting a questionnaire survey of closed-ended questions is an imperative tool to identify the need. The process of making a questionnaire is designed by a qualitative method according to objective research. Allows insights to female yoga wear consumer's attitudes on culture-related yoga wear design.
Apart f rom yoga market research, the survey also examines consumer’s attitudes toward modern design inspired by Chinese culture. While 36.6% of them have bought clothes highlights Chinese culture element, 93% of them agree the unique aesthetic value on modern fashion features Chinese culture elements. The purchase intention on creative yoga wear inuent by Chinese culture recored as 60.52 among 58 participants. Meanwhile, 79.31% of them are excited about knowing the meaning implies of the pattern. (see appendix) Regarding on which type of motif is more popular among the practitioners, 60% of them prefer oral pattern type, and 23.75% of them prefer fortune animals. The result have proved that creative culture related yoga wear design will add aesthetic value for the product. Thus,the market is identiďŹ ed for the brand to developed collection of yoga wear associated with Chinese auspicious culture. (see appendix)
“Practice-based Research is an original investigation undertaken to gain new knowledge partly using practice and the outcomes of that practice.â€? (Candy, 2006) As knowledge can be partially developed through practice. Artifacts in setting a critical cultural portfolio will demonstrate the level of knowledge acquainted related to the research ďŹ eld. Design development on product and business case studies would further manifest the knowledge gain f rom object-based research.
Design Process S/S 20 Yoga Wear Key Items Mood board Fabric Choice Product Range
design development ďŹ g. 17 studtio to street look
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ďŹ g. 13 two-piece base kit
According to the trend forecasted by WGSN, the important factors for S/S 20 activewear includes comfort and multifunction. To create a stylish design, it is important to follow the key elements analyzed by a trend company. The silhouettes includes: Two-piece base kit(ďŹ gure 13) with second-skin touch fabric to reach next-level performance and comfort, an A-line tank traits of higher-cut crew neck and loose-ďŹ t hem with light weight fabric for casual look (ďŹ gure 14), a constructed panel cycling short(ďŹ gure 15), a none-piece jumpsuit with a soft touch and stretchable fabric aims to provide whole coverage and support for the stretching sections.(ďŹ gure 18), a double layer bra offers on support and stylish (ďŹ gure 16), a more compassionate approach design of adjustable bra to ďŹ t different time of body stage.(ďŹ gure 19),a performance crop top create a studio to street look. (ďŹ gure 17)
ďŹ g 15. panelled cycling short
After research on the trend, the design process will feature the key elements analyzed by WGSN in the capsule collection.(Harman, 2019) ďŹ g. 19 adjustable bra ďŹ g 14. high cut neck line with loose hem ďŹ g. 18 one-piece jumpsuit
ďŹ g 16. double layer bra
design development
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Chinese Flower, Plants & Painting known for the gray-colored paints, black, occasionally apply of pinks and vivid colors. The aesthetic expression of color. Blue/Green, white, yellow, red, black ďŹ ve colors, constitute the Chinese traditional color system. And these colors are related to the ďŹ ve elements f rom Taoist cosmology. They refer to the nature of wood, metal, earth, ďŹ re, and water accordingly. The original red is represented by magenta, red and cinnabar and implies good fortune. Blue and green associated with harmony as it related to jade, green includes emerald green, apple green. Yellow is a noble color for the ruler back in history. Color black and white are related to the motif of yin-yan in Taoist cosmology. (Y Yang ,2015) The aesthetic beauty of Chinese painting is conveyed by the used of brush, with the style of the line convey by the brushing method, which includes, thick/ thin, hard/soft, short/long, ultimately embodies the art of calligraphy. The beauty of space allows more images of the blank and make the picture more rich and vivid. (Y Yang ,2015)
ďŹ g.25 plum ďŹ g.29 peony
ďŹ g.27 lotus
ďŹ g.30 peony
ďŹ g.26 bamboo ďŹ g.28 carp
design development
“ „ The design pieces follow the theme of luxe comfort, lifewear aesthetic that is according to some key point highlighted in S/S 20 tradeshow trend. Characteristic such as compressive base layer with smooth,rubberised ďŹ nished to add resilience look. (ďŹ g.23), satin and silky ďŹ nish with 4way stretch for next-level comfort (ďŹ g.21), light weight sheer use as breathable panel for ath-luxe look. Stretch towelling jacquard features space-dyed yarn(ďŹ g.20)has a smooth tactile surface to enhance a rich hand-touch and playful look, plain jersey with matte ďŹ nished provides peach-like handle and stretchable recovery characteristic.(ďŹ g.24) Combined mesh panel for breathable function and further enhance style (ďŹ g.22)
87% nylon 13%spandex, 305 g/m2
ďŹ g.20
88% polyester 12%spandex, 275 g/m2
ďŹ g.22
92% polyester 8%spandex, 227 g/m2
ďŹ g.21
45% nylon 45%rayon 10%spandex 287 g/m2
91% nylon 9%spandex, 90 g/m2
ďŹ g.23
63% cotton 37%spandex, 153 g/m2
spandex, 280 g/m2
ďŹ g.24
The range aims to cover off the factors that inuent consumer's buying choices. Includes the style, function, performance and differentiate f rom others by the culture-related motif display on the sportswear fabric to present the new form to meet the contemporary market need.
design development
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Stylish includes two pieces bodysuit, A-line tank top, Cycle short, cut and sew pieces, and constructed mesh panels. Applying fabric that is composed of nylon and spandex, to enhance the durability and ďŹ t factor. furthermore, features cotton hand feel aims to improve comfort. Additionally, other functions such as moisture-wicking, UV protection, are also included in the design.
Lotus ower, with the implication meaning of ‘ continuous harmony’ is interpreted follow the same pronunciation as ‘lian’ refers to continuous and ‘he’ refers to ‘harmony’
design development
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The luxury tank is combined with towelling stretch jacquard lotus ower and panel mesh. Combine with detailed design back, gives a fancy, decorative look. Bottom used the nylon cotton hand feel stretch fabric composed with mesh panel with carp ďŹ sh embroidered on it.
Towelling Jacquard Top
Mesh
4 way stretch Cotton Hand Feel Base Layer
The pattern of carp fish implies profit and strength, for carp (li ) as the same pronunciation of the profit character of ‘li’ in Chinese.
design development
The cross-back twist tank top gives a luxury and lovely look and digital printed with carp fish pattern. Stretchable cotton hand feel nylon as the base layer aims for comfort and fit.
4 way stretch Cotton Hand Feel Base Layer
As the ďŹ rst ower to bloom each year, the plum blossom is the symbol of perseverance and purity. The one-piece bodysuit features constructed mesh panel, the Chinese plum is modiďŹ ed by embroidery method on the mesh panel to give a feminine and luxury look.
design development
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Natural Blend Base Layer
Mesh
Peony ower implies wealth and honor spurred by the shape it growth as double.  The adjustable bra accommodates fully support on body change in different stages. The digital printed of vivid peony pattern on the optic white base layer devises a delicate look.
design development
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Satin Strap
Print Base Layer
Mesh
The ‘Resilience Tank Top’, has a lightweight sheer top layer and a cotton hand feel elastance base layer to create a studio to street piece. The highlight is the creative burn-out printing technique of the bamboo pattern.
design development
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The ‘Resilience Mesh Bottom’ is a compound of solid stretch fabric with tricot mesh. The shimmer solid black is made by the cire technique to show a rubberish look added moisture wicking function. The transparent mesh panel is decorated by the embroidered bamboo pattern on it. Besides, it also featured a side pocket for additional convenient on the go.
Tank Top Outer Layer
Tank Top Bra
Legging Mesh Panel
Legging Base layer
Business Case Study Brand DNA External Environment Analyze Target Customer Marketing & Communication
Branding
Vision As a brand, we endeavor to specialize ourselves among competitors by creative stylish look to apply on performance yoga wear. Began in the creative design process that looks for inspiration f rom cultural elements and present by modern techniques to enhance the unique, novelty look. We strive to lead the culturally influent yoga wear trend. Mission As a brand, our mission is to optimized our target audience's satisfaction in creative culture products. Thus, we believe the incorporation of innovative technology and new material would enhance the commercial and cultural value of the products.
Brand Identity The idea of the brand’s label is a combination of the designer’s name ‘yu’ and ‘yoga' which refers to the authentic of our product design. The font of the logo is using ’Sinhala font‘which is inspired by the font of Hinduism's sign. With the composition of thick and thin line create a calligraphy style. And organized in big alphabets signifies YUGA's identity of being elegant and luxury. The logo is created to form the image of the brand. Regarding the graphic concept, it arises f rom the Taoist cosmology of the harmony between humans and nature which is translated by a man posting like a tree. Hence, reflect the mindfulness idea that YUGA embraces.
YUGA
External Analyse
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PEST Political -Looming trade war between the US and China unsettled ďŹ nancial markets and dampened consumer conďŹ dence in 2018. (ING, 2018) Taiwanese factories have generally beneďŹ ted f rom the effect of switching orders f rom the mainland, but domestic textile manufacturers all said that if the situation continues to deteriorate, end-consumer demand in Europe and the United States may drop sharply, which will affect brand owners' purchasing intentions. (udn, 2018) -The decision of the United Kingdom and EU to agree regarding leave the European Union (‘Brexit’) could affect the EU budget in 2021-27. The UK currently contributes about 6 percent to the EU budget, and EU GDP per capita will fall with Brexit. (ING, 2018)
Economy -According to Forbes, activewear is the main driver of growth opportunities in the apparel industry. Global Industry Analysts inc. estimates that Global sports and ďŹ tness apparel sales will reach $231.7 billion by 2024 (Kestenbaum, 2018) - There is more room for market growth in underpenetrated emerging markets such as China, India due to the increasing disposable income and consumer spending habits towards athletic wear. (Keehn,2017)
Social -People incorporate healthily and well-being into daily life- physical activity has become an individual's daily activity s - Increasing women participate in activities such as yoga, Zumba (Bisht, 2015), they desire to make a fashion statement even with workout clothes - the millennials embrace casual attire that could propel sportswear; the millennials seek the value on activewear that present high-end statement of wealth as a symbol of active lifestyle -Customers may start preferring new and creative products/services as a result of changing globalization. Technology -consumers are enabled through technology to remain constantly connected and empowered to drive changes in shopping behavior. People’s live has infused with technology
Brand positioning
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High Price
Strength - culture creative design on yoga wear - functional fabric sourced f rom Taiwan, ensure the innovative technique on sportswear fabric - competitive price with good quality -direct communication with customer Weakness - small start-up business in a saturated market could be overlooked or taken over f rom big brands, a consumer might lose interest in the brand due to competition - consumer face more options leads to less loyalty to the brand - product return reduce net sales
YUGA
Life Style
Performance
Opportunities - social media create f ree-channel for a brand to drive trafďŹ c and increase the conversion rate f rom worldwide consumers -digital business create convenient customer service further enhance shop experience by secure payment and f ree return - “Worldwide Retail e-commerce sales as forecasted to be twice between 2016 and 2020.â€?(SK Kundu.2018) Threats - the chance that big brands will catch on and no need for capsule exists - ination and import price are forecast to continue, would impact on price point - compete with other online ventures that offer similar products
Low Price
Brand Positioning YUGA 's unique selling point is cultural inuent yoga wear design composed of modernizing style by innovative technology aims to meet the gap of a niche group of female consumers who are inspired by culture creative design. Meanwhile, adopting an e-commerce marketing strategy will save additional marketing budget and further enhance the product's quality at a competitive price to ensure the reside market.
Target Customer
† It is human nature to search for ďŹ tting in a like-minded group. So, it’s the basis to recognize a particular audience to experts in the business. (Future learn, nodate) YUGA then will search for the target audience to deďŹ ne our product and marketing decision. Demographics: female consumers aged between 25-65, who are well-educated with a professional career and middle to high income. Attitudes and values: they have a practical personality Behaviors: bear positive intention with e-tailer, enjoy communicate with a brand, they appreciate the high-quality product and visual form present by the brand. They constantly visit the brand’s website to gather information, with the intention of purchasing. Besides shopping online, they enjoy traveling, inspired by their surroundings and perceived good things ahead of others.
The entrepreneur mom The 37-year-old founder of a jewelry brand and is also a mom of two children. She likes to ďŹ nd inspiration on Pinterest and Instagram for her product design. She lives in an exclusive residential area. She is adapted to the digital device to organize her working schedule. She likes to update her wardrobe once a while. However, she is not appealing to a new fashion look but more inspired by a unique style. She likes the convenience of shopping online for her desire piece with her business lifestyle. She is also aware of living a healthy, therefore she intends to participate in studio classes during the weekend to reďŹ ll energy. She would like to travel once a while to look for inspiration f rom other countries.
Marketing Communication
marketing & communication
ƒ ‹ Prompting in a technology world, people have changed the way they buy. With the convenience for people of all ages to shop directly on different platforms, they are pleasant by checking on speciďŹ c items regardless of time and space. As a start-up business, online-only business is a beneďŹ cial way to lead sales and customer engagement. Brands gain immense proďŹ ts through a successful digital market strategy. Including a data-driven approach, mobilized shopping strategy, vertical e-commerce. Brands receive real-time data of consumer's shopping behavior. Useful data could further improved on marketing strategy and product development. To present on multiple social platforms is a crucial strategy as mobile shopping has increased these days. For brands selling speciďŹ c products will be easily highlighted than horizontal e-commerce.
Social Media Integrating social media strategy is crucial for opportunity on sales growth as consumers expect communication f rom brands than being passive on buying decisions. Brands that create involvement by sharing content on social media networks at a human level could reinforce the audience’s engagement. Thus, YUGA will operate three social media account, includes Facebook, Instagram, and Pinterest. While Instagram and Facebook are two platforms holding large penetrating power. Pinterest focuses on the female audience.
-Instagram @yugabyu -Facebook @yugabyu -Pinterese@yugabyu
marketing & communication
The pricing structure of the YUGA’s capsule collection will adopt penetration pricing. After setting the range, it is ascertained that the value price will be a proper option with the high quality and detail designs to compete in the market. The following pricing as below:
HARMONY TANK
£35
HARMONY LEGGING
£65
COURAGE BODYSUIT
£85
STRENGTH TANK
£35
STRENGTH SHORT
£30
PROSPERITY BRA
£40
PROSEPRITY LEGGING
£65
RESILIENCE TANK
£40
RESILIENCE LEGGING
£65
HARMONY TANK £35
COURAGE BODYSUIT
RESILIENCE
STRENGTH
PROSPERITY
TANK £35
BRA £40
TANK £40
PROSPERITY
RESILIENCE
LEGGING £65
LEGGING £65
STRENGTH SHORT £30
£85
HARMONY TANK £35
marketing & communication
†
Online Ads
Setting on-line paid ads are cost-effective compared to traditional ads, such as print media, TV. Thus, on-line ads are chosen to boost on the target audience. According to geographic and demographic factors to ensure the right content exposed to the right audience. By cultivated YUGA’s community, we will post question related to Chinese’s fortuner characters to communicate with our customers and increase brand awareness. Facebook With the growing users of baby boomers on Facebook. It will be a ďŹ tting platform to distribute ads to reach their attention on brand. And Ad will give them a direct link to our website. Instagram Instagram will be the main touchpoint to reach the target market of Millennials and Generation X. Pinterest Pinterest has witnessed immense growth among the female audience. It’s an ideal place for brands to showcase their products with eye-catching images. The image attracted by the audience will link directly to YUGA’s homepage.
marketing & communication
ˆ
Press Release In order to spread awareness of the brand, press release about the new lauch of YOGA’s S/S 20 capsule collection and brand’s story will send by email to relevant bloggers such as ‘Yoga Journal’, with f ree product to test and review, will obtain press coverage, and boost SEO ranking.
Influencer marketing As a start-up brand, work with inuencer on social media would keep the brand in f ront of the ideal audience. As consumer nowadays prefer to read product review f rom trusted experts, third-party earned media is the main source for inuencing consumer’s buying decision. YUGA will contact a number of yoga practitioner inuencers (including famous vlogger ‘yoga with Adrience’), sending them f ree apparel in the hope that they choose to mention, review, or wear the products on their respective social media channels. Automatically, inuencer would create content for the brand through social channels, and the content generated by those trusted expert. would increase trafďŹ c to gain brand awareness.
YUGA New Collection S/S 20 As a brand , we expect to enable women around global level to express their unique fashion style in yoga wear . The creative design inspired by Chinese characteristic is blessing of good luck for the customer they wear our pieces.
marketing & communication
† Campaigns Pre-launch event: Pop-up store to introduce the product to the consumer For an online start-up brand, organize a pop-up store could increase brand visibility and establish a niche audience. YUGA thereby will create a shoppable showroom at high foot-fall place, to attract more customers to try on the product and further post them on the social platform by tagging YUGA’s social media account and #yugastyle, 5 winners of them will claim the outďŹ ts that they tried. It will allow YUGA to gain exposure to social media f rom the pop-up and gather data about the demographics of shoppers interested in YUGA.
YUGA
Pop Up Shop Jan. 2020
#yugastyle
Instagram competition
@yuga
The Instagram competition involved the existing audience to like and leave comment #movewithyuga and tag a f riend below the brand’s content about the coming event. Ten winners will be chosen to participate in the post-event. After all, the hashtag may appear on the page rank and allows a new audience to ďŹ nd our content.
Post-launch event: collaborate with the local yoga instructor to organize a tutorial lesson The event will invite 10 winners f rom the Instagram competition to participate in. The event will introduce the brand’s story and website, at the same time give a yoga tutorial conducted by the inuencer. Through the experience consumer has within the event could lead interest to buy.
Yoga with Adrience Mar. 2020
@yuga
#movewithyuga
YUGA
marketing & communication
Â’ Online look-book An eye-catching look book will be set on the f ront page to allows audience has a quick view of our products. Sign-up discount 10% Visitors who enter YUGA’s website are encouraged to register to get a 10% discount on their ďŹ rst purchase. This is a win-win way for the customer to be rewarded and YUGA can gain customer’s list for future promotion. Email newsletter The brand can send messages directly to the existing audience on announcing upcoming events and promotion campaigns and up-to-date movement of the brand.
marketing & communication
† Yoga with Adrience
YUGA
YUGA
Mar. 2020
@yuga
Pop Up Shop
#movewithyuga
Jan. 2020
YUGA New Collection S/S 20
#yugastyle
As a brand , we expect to enable
Oct,2019 -Press Release -social media account posting - website launch
women around global level to express their unique fashion style in yoga wear . The creative design inspired by Chinese characteristic is blessing of good luck for the customer they wear our pieces.
Dec,2019 -send sample to inuencers for promotion opportunities
Jan,2020 -pre-launch pop-up store event allows customers experience our product, with a instagram competition #yugastyle
Mar,2020 - new instagram competition: 10 winners will be chosen to participate in a tutorial yoga class conduct by local instructor -yoga class event collaborate with inuencer to introduce YUGA’s collection
Feb,2020 -ads display on social platforms about the new launch -new sign up receive 10%discount
June ,2020 -work on AW20/21 collection
April ,2020 -e-mail newsletter sent to inform easter sale 15% discount
The promotion timeline follows the fashion calendar. To launch S/S 20 Asian Ornate yoga collection in February. Conduct by an integrating marketing strategy includes inuencer marketing, pop up stores, paid-ad on social platforms, direct mail selling, online campaigns. Aims to continuously drive trafďŹ c of target customers to the brand’s website. A New season then begins in June 2020 will look for inspiration f rom other culture elements for pattern design ideas.
Conclusion
The project reects the purposes and objectives with the process of historical research on yoga trend and Chinese cultural history and product development and business case study to promote the new label. The capsule collection is inspired by the ethnic style in modern fashion and targets female consumers that are inspired by Asian ornate style. It empowers them to express their unique fashion taste by the pieces in YUGA wear. Decorated with different Chinese motifs meaning good fortune. To further increase brand awareness, integrating marketing and communication was planned to secure the brand’s growth opportunity. Organize a pop-up store increase brand's visibility, allow brands to know their real target’s demographics, and competition on social media can increase brand awareness to reach large target customers, working with an inuencer on an event will enhance brand's image. Ad broadcast on the social platform, discount campaign, Instagram giveaway would increase website trafďŹ c as well. After all, through the creative design process and business plan, the YUGA collection will be a novel collection that differs f rom others.
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