Final year project - brand report by Xinyue Zhang

XINYUE ZHANG ZHA15444362 BA(HONS) FASHION DESIGN AND DEVELOPMENT CONCEPT DEVELOPMENT REPORT WORD COUNT: 4426

CONTENTS EXECUTIVE SUMMARY THE BRAND Brand Concept Aims and Objective Unique Selling Point Brand Identity Prism MARKETING MRKET OVERVIEW Global Apparel Market European Market Asian Market Chinese Market Overview SWOT Analysis PESTEL Analysis

7 9 9 11 12 14 16 17 18 21 22 23 25 26

3.0 COMPETITORS 3.1 Competitors Overview 3.2 Market Positioning Matrix 3.3 Direct Competitors 3.4 Current Competitor 3.4.1 Jacquemus 3.4.2 Shushu/Tong 3.5 Simone Rocha 4.0 CONSUMER 4.1 Primary Research 4.2 Secondary research 4.3 Primary Consumer 4.4 Secondary Consumer 4.5 Futuristic Consumer

28 29 30 32 35 35 45 49 52 54 58 62 64 66

1.0 1.1 1.2 1.3 1.4 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7

CONTENTS

PRICING ARCHITECTURE Consumer Perspective Competitors Pricing & Product Pricing Fashion Life Cycle Product & Pricing Landscape

68 69 70 72 73

6.0 BRANDING 6.1 Name and Type 6.2 Logo 6.3 Primary/Secondary Branding 6.4 Promotional Tools â&#x20AC;&#x201C; Online/ Physical 6.5 Lookbook Research

74 76 77 78 84 90

7.0 MARKETING OPPORTUNITIES 7.1 PR Events 7.2 Pop up 7.3 Advertising Opportunities 7.4 Direct Ambassador 7.5 Aspirational Ambassador 7.6 Collaboration 7.7 Social Media 7.8 Physical Distribution & Stockists 7.9 Stores Analysis

92 93 94 95 98 99 100 101 104 108

5.0 5.1 5.2 5.3 5.4

8.0 9.0 10.0 11.0 12.0

BRAND FOCUS SUPPLY CHAIN & CRITICAL PATH T1 EVALUATIVE CONCLUSIVE SUMMARY BIBLIOGRAPHY APPENDICES

110 128 132 134 146

EXECUTIVE SUMMARY This report will analyze both primary and secondary research and investigation in the process of launching the premium designer brand Innit, which attempting to offer a unique aesthetic in between multi culture and style. Through the following content one can get an insight into the brand and see the highlighted strengths and opportunities for Innit within the industry. Initial brandâ&#x20AC;&#x2122;s concept, ethos and objective are firstly demonstrated along with study of the current market climate, including marketing and retailing environment as well as targeted demography. It further allows us to considerate necessarily branding and promoting tools which will benefit the brandâ&#x20AC;&#x2122;s debut. As a new established brand, Innit needs to be accurately located in the market with the help of fully consideration from design to selling. It requires a coherent concept to thread each aspect within the brand, whilst remaining its unique aesthetic and strong image as the magnet to keep attracting consumers to join in.

1.0 BRAND CONCEPT

1.1 ETHOS AND VALUES

Innit starts from the idea that penetrating storytelling through collections, using multi-perspective visions to shape a story out of an idea or reverse. The brand will be both cultural and fun, designed for people whoever leading a modern lifestyle whilst possessing eyes for archaic beauties. Be curious, be playful, looking into the corner of beautiful things, presenting a ruminate aesthetic with the aiming towards vibe about romantic, naive and a little bit rebellious, Innit blending traditional artistic craft, vintage details with contemporary designs upon nature materials. Innit merges oriental and western esthetics, which in the balance between feelings of delicate versus fresh and raw. Appealing to consumers who have a young, playful spirit and the â&#x20AC;&#x153;not too seriousâ&#x20AC;? attitude, the brand will try to build up a relationship with them, together to break the boundaries of settle ideas and embrace whatever they like, be themselves and most importantly, have fun.

1.2 AIMS AND OBJECTIVES To launch a new brand aiming at a niche market within the designer brand level, designed for targeted demographic who aspire special look identifying with their aesthetic. Innit stands at the edge or outside the current trend and focuses on creating a vibe belongs to the brand image. To explore the possibilities of various interesting details, textile and fabric in guarantee quality, and these will be commanded within a reasonable price level. To build up interaction with consumers. Emotional connection is a method to develop brand loyalty, create strong brand personality align with targeted demographic and provide them with multiple choices of garments for daily look and special occasion. If you look back in history of the women who are most memorable and most stylish, they were never the followers of fashion. They were the ones who were unique in their style, breakers of the rules. They were authentic, genuine, original. They were not following the trends. (Garcia, N)

1.3 UNIQUE SELLING POINT

Having fun is always a crucial element for Innit, and storytelling is the basement of each collection. Upon of those, let’s add some cultural essences, some romantic and naive, little bit rebellious, a sense of fresh and raw and lots of playful spirit. Providing consumers with the garment that they feel missing in their wardrobe all this time. It could be described as “a little taste of lady” since the use of sheer fabric and dedicate details, but together with the simple, oversize silhouette, boyish elements and functional design, Innit style is aesthetic without being too exquisite and easy to be worn as daily basis. Innit explores deeper significance of clothes besides the external meaning, it provides consumer with artistic design as the method to express themselves sacrificing functionality and the word “wearable”. They will be comfortable in it and able to play mix and match for various occasions. In order to have resonance with consumer from aesthetic to lifestyle aspect, Innit will develop more innovative association with them as well as more personalize and customize service, both online and in store.

1.4 BRAND IDENTITY PRISM CONSTRUCTED SOURCE

RELATIONSHIP Storytelling, Experiencing, Adventureï¼&#x152;Resonance

Fun Na , Cu ive riou ,R eb s, Ro elli ma ou s ntic,

INTERNALISATION

EXTERNALISATION

ITY

CULTURE Syncretic, Orient and Western Archaic and Contemporary

w, Ra d n h a lish s e y r , F d, St e t a te elic i-face D E t l U Mu SIQ Y PH

PE RS ON AL

FLE g CT IO uin g i N ntr -be Pla / I y-to g y Cu ful S tin ad ltur res nt, L p e i t r e al, i In Sw t, Cu GE ue, onfid A q ee rios i C -IM Un sh, tb ut ity, A ELF li S Co Sty ol rtistic ,

CONSTRUCTED RECEIVER

'A brand is used in business to differentiate goods or services from each other and to help create associations in the minds of consumers which lead to awareness, preference and ultimately, choice or purchase.' ( Tam, E. 2016) 'Where consumption is both conspicuous and competitive, humanity will never run out of new wishes. All the while, industry creates new desires that are marketed, in the great fashion paradox, as both novelty and need.' (Buchan, J) 'People in the fashion industry have used the press a lot more than people in the film industry, because you have nothing to sell except for the image: The image is everything.' (Macpherson, E)

'One thing that is exciting about fashion is the surprise element. People don't know what they want. They just know when they see it.' (Jacobs, M)

2.0 MARKETING

2.1 MARKET OVERVIEW This section will be a preliminary research on the development of current womenswear market in targeted geographic--- major economics in Asian and Europe, with deeper comprehend to China, which is the place Innit will initially be launched and producing. Fashion is one of the past decade’s rare economic success stories. Over that period, the industry has grown at 5.5 percent annually, according to the McKinsey Global Fashion Index, to now be worth an estimated $2.4 trillion. In fact, not only does it touch everyone, but it would be the world’s seventhlargest economy if ranked alongside individual countries’ GDP. (Amed, I. Berg, A. Brantberg, L. and Hedrich, S. 2016. The state of fashion) Emotionless reappraisal of brand portfolios: fashion conglomerates can be expected to further intensify their focus on big brands, creating space for other brands and industry outsiders such as private equity and family owners to acquire targets. (Amed, I. Berg, A. Brantberg, L. and Hedrich, S. 2016. The state of fashion)

2.2 GLOBAL APPAREL MARKET

Size of Apparel Market in the World: 2014 vs 2019 According to forecast made by the Euromonitor, the estimated amount rank of apparel market in 2019 are: China $333,312 million, United States $267,360 million, Germay $72,162.2 million, Japan $70,442.2 million, Uk $65, 823.7 million The rest of the world $533, 079.2 million

According to the chart: Apparel market value of the major economics will keep growing in next few years. There are mignt be more potential markets for new founded brand to exploit. China seems to be an even more competitive apparel market than US.

The forecasted revenue development of clothing market in million US dollars for each year (2010-2021),the market is expected to grow annually by 2.0 % (CAGR 2017-2021)

The apparent consumption of the fashion product in millions for each year. (2010-2021)

The forecasted revenue development of womenâ&#x20AC;&#x2122;s and girlâ&#x20AC;&#x2122;s apparel segment in million US dollars for each year. (2010-2021)

With a market volume of US$116,867m in 2017, most revenue of womenâ&#x20AC;&#x2122;s and girlâ&#x20AC;&#x2122;s apparel segment is generated in the United States.

Mobile commerce or m-commerce is growing at a tremendous pace, In comparison, instore sales rose 4.6 percent in the second quarter, according to the U.S. Department of Commerceâ&#x20AC;&#x2122;s Census Bureau report. (Internetsearchin)

2.3 EUROPEAN MARKET Europe: Clothing and Footwear specialists, sales (ex-VAT), 2012-17 Europe Retail Market Value Growth (USD) Europe: Clothing and Footwear specialists, forecast sales (ex- VAT), 2018-22 (Mintel Market Sizes)

Figures show those five European countries were affected by the global financial crisis of almost ten years ago. Germany, Italy, France and Spain reached the lowest growth point in 2015, and UK had the worst of its downturn in 2016.

The apparel and clothing market is one of the largest in Europe. Aaccording to the data, UK has the largest market in Europe. However, o t h e r we s t Eu ro p e c o u n t ri e s apparel segment is still showing signs of growth.

2.4 ASIAN MARKET

Japan: Revenue in the "Fashion" segment amounts to US$15,419m in 2017. And is expected to show an annual growth rate (CAGR 2017-2022) of 6.8 % resulting in a market volume of US$21,463m in 2022.

South Korea: Revenue in the "Fashion" se g m ent a m ou nt s to US $ 1 0 , 222 m in 2017.And is expected to show an annual growth rate (CAGR 2017-2022) of 8.3 % resulting in a market volume of US$15,199m in 2022.

Ch i n a : Revenu e i n t h e " Fas h ion " segment amounts to US$164,219m in 2017. And is expected to show an annual growth rate (CAGR 2017-2022) of 14.1 % resulting in a market volume of US$318,043m in 2022. (Source: Statista, September 2017, based on IMF, World Bank, UN and Eurostat)

2.5 CHINESE MARKET OVERVIEW

According to forecast made by the Euromonitor, China will exceed the United States and become the world’s largest apparel market by 2019. (lu, S. 2015) Chinese consumers are increasingly looking at form, style and function in clothing and accessories that suit their individual tastes and needs. As well as the increasing sophistication among them when choosing clothing and accessories, and a willingness to pay more. This is being driven by rising spending power, coupled with greater access to a wider array of brands and products, facilitated by the growth of both physical chains and online retail. ( Crabbe, M. 2017) ‘China’s clothing retail industry continues to enjoy strong growth, in large part thanks to continued growth in average personal incomes, but also remains highly competitive, with leading retailers having to work hard to sustain interest from increasingly fickle and sophisticated Chinese consumers.’ （Crabbe, M. 2012）

Consumer expenditure 2016 in China (Mintel, Academic)

Best and worst case forecast for clothing and accessories expenditure, at current prices, 201121 (Mintel, Academic) Total clothing and accessories expenditure in 2021 w i l l l i k e l y continue having a 6% annual growth in expenditure.

2.6 SWOT ANALYSIS

2.7 PESTEL ANALYSIS POLITICAL

•International trade regulations and different trading policies in different countries •Changes in two forms of tax systems: income tax and corporation tax •Government stability •Wars and conflicts •Policies on minimum wage and paid interns set to change in 2016

ECONOMICAL

•International trade issues •Global economic environment •Exchange rate •Due to the rising costs of every day essentials such as food & grocery, fuel and energy, consumers continue to have limited disposable income to spend on discretionary items like womenswear (Verdict, 2015) •“Consumers’ spending power is being hit by the squeeze on incomes as inflation continues to outpace average wage rises. In four of the last five months, people have been more likely to feel worse off compared to a year ago than to say that their finances have improved. This is the first time this has happened since the start of 2015. (Mintel Academic, 2017) SOCIAL

•Increasing awareness of consumers’ buying choices. There are more and more comparison and methods coming up during purchases. •Contemporary women’s social position is keeping changing in recent years and it’s leading to evolving self-consciousness and identification. •Population in the world is currently (2017) growing at a rate of around 1.12% per year (down from 1.14% in 2016). The current average population increase is estimated at 83 million people per year. (Worldometers. 2017) •Increasing health concerns. •Increasing concern about labour conditions.

TECHNOLOGICAL

•Online shopping and new media development •New technological innovations in fabric and production •New technic such as 3d printing and virtual reality might change producing process and shopping behavior •Online usage provide retailers with a wealth of customer data to inform range planning, stock allocation and marketing strategies (Verdict, 2015) •The VR industry is growing rapidly and is expected to radically transform a variety of industries. According to Statista, the total number of active VR users will reach 171m by 2018, and the VR software and hardware market is predicted to reach a value of £30.2bn ($40.4bn, €34.2bn) by 2020. (Walker, J. 2017) ENVIRONMENT

•Consumers’ awareness of environment issues, brand need to minimize social and/or environmental damage •Increasing ethically and environmentally conscious lead to organic, recyclable materials •Increasing importance of ethical issues and sustainability •Global warming and unpredictable weather conditions highlight the need for more transitional ranges to protect footfall and performances (Verdict, 2015)

LEGAL

•Employment law •Health and safety regulations •Copyright, fast fashion fads impact •The new rules were brought into place in April 2016. They provide an exemption from import duties on any purchases from foreign websites of up to RMB2,000, but add a sales tax of 11.9% charged to retailers (not consumers), which is still less than the 17% value-added tax rate that consumers pay when shopping within China. (Mintel Academic)

3.0 COMPETITORS

3.1 COMPETITORS OVERVIEW

INNIT is a ready-to-wear designer brand placed in the market under the same umbrella with brands like JACQUEMUS, SHRIMPS, ALEXACHUNG, SHUSHUTONG etc. In this section, Innitâ&#x20AC;&#x2122;s competitors were studied in several aspects--- concept, aesthetic, price and quality with the help of the analysis of brand image, price range, key items and promotion. And there will be a deeper case study of Jacquemus to give a clear idea about the brandâ&#x20AC;&#x2122;s potential developing direction.

In the fast paced world of the fashion industry, competition is fiercer than ever for designers and manufactures looking to make a lasting impact on potential buyers. Today, the trend for the general population is to express one's own unique tastes, style, and individualism through their fashion selections. For that reason, more shoppers are looking toward smaller clothing companies and online niche products in order to stand out. Though this is an outstanding opportunity for smaller operations, for designers,

it makes the need to differentiate themselves from the competition all the more important. (Fabric Selection Inc. 2015)

3.2 MARKET POSITIONING MATRIX

Innit is aiming for niche market, coming with quality fabric and production which are evolved from traditional materials and handicrafts. The brand is aspiring to create a vibe, moreover, a coherent image that could attract consumers with the same aesthetic and lifestyle. According to the Mintelâ&#x20AC;&#x2122; 2017 Consumer â&#x20AC;&#x201C; Clothing and Accessories Report:

The growth rate in the market has been gradually slowing down as result of the slowing economy and consumers moving more towards experiential spending. While people are buying fewer individual items, they are spending more per item as they seek to purchase better-quality, higher-value items.This trading up towards better-quality products, and buying of more trendy items (eg choker ) that allow people to express more of their individuality through their clothing and accessories, has been greatly facilitated by the continued rapid growth in online retail. (Mintel, 2017)

3.3 DIRECT COMPETITORS

DIRECT COMPETITORS OVERVIEW

3.4 CURRENT COMPETITOR 3.4.1 JACQUEMUS

Describe yourself in five words:

Man-child, sun, naive, smile, impatient. i-D Staff (2015)

“I tried to take something established like Provence and see it through young eyes. I hope it’s still something naive and pure, though, as I always want things to be” – Simon Porte Jacquemus

Lau,S (2016)

It’s more of a playful spirit, clean, fresh, and at the same time raw.Actually my clothes are not about clothes or look books. I wanted an object beyond a collection, a “souvenir.” Moroz, S (2014)

“I think a lot of people still think [Jacquemus] is a joke,” he says. “That it’s not serious, because I’m not so serious.” Bjork, D (2016)

“Jacquemus is not about nightlife and clubbing and things like that, it’s more about fruit and vegetables and rolling in the grass” Jacquemus, S,P (2016)

Simon Porte Jacquemus,

French self-taught designer launched his own

label under his mother’s maiden name, Jacquemus in 2009, one year after the passing of her. He installed his collections with playful and youthful spirit in approach of a child’s eyes. Naive is always a key through all his design, “I think it's my taste. I'm obsessed with naivety. I'm self-made in fashion, everything I've done is very spontaneous… it's a refreshing attitude for designer who chooses to defy the status quo and not take fashion too seriously.” Jacquemus started with the propose of accessible and affordable fashion, and created his own aesthetic merging by naive, fun and French essence.

My strategy, to be clear, is to have a strong brand with a strong image, and a contemporary price point,” Porte Jacquemus explains. “But I don’t want to be next to the contemporary brands. Bjork, D (2016)

LA VESTE DE COSTUME Blazer 730 euros (£650) LA JUPE SEVILLE Skirt 620 euros (£550)

LA ROBE MADAME Dress 550 euros (£490)

LA MAILLE PABLO Kint 500 euros (£450)

LE NOUVEAU CORSAIRE Trousers 430 euros (£380) LA CHEMISE ELIE Blouse 390 euros (£ 350)

LE CHAPEAU VALLAURIS Hat 310 euros (£280)

Invitation card for Jacquemus AW16 Reconstruction collection The invitation card was well designed in line with the whole collection, adopting the significant oblique cardigan with tying up cream band, coherent with the idea of reconstruction collection. And it is also provided audiences a special and memorable experience. The labeling of the garment are one large tag showing the brand name and a small one indicating the collection, both are stitched on the clothes only by two side attached.

The swing tag shows a strong contrast by thick white card with red capitalized brand name at the bottom. Those are simple and effective ways to highlight the logo, also play up to the naive personality of Jacquemus.

Event space mockup for the after-party for Jacquemus F/W 2016 show, La Reconstruction.

Joseph X Jacquemus Notting Hill store on Westbourne Grove Paris Fashion Week Showroom Display Dover Street Market New York

Stockists: Jacquemus doesnâ&#x20AC;&#x2122;t list its stockiest on official website. According to research online, there is no individual brick and mortar store, it has a stockists cover Europe and USA including Boutique and Department shop (eg Dover Street Market, Opening Ceremony, Selfridges, etc.), also available on e-commerce fashion website (eg Net-a-Porta, Farfetch, Maryam Nassir Zadeh, etc.)

Jacquemus Official Website Jacquemus -" MARSEILLE JE T'AIME " Short Film

E-commerce sites can be very boring and ugly â&#x20AC;&#x201C; and Jacquemus is not about that. So I wanted to bring something more playful and stronger as images, but at the same time I wanted to use them to sell clothes. Stansfield, T (2016)

INSTAGRAM Jaquemus set a significant Instagram view by repeatedly posting each image three times, and together with the stories behind brands--- his family, childhood and his own life, creating a unique vibe which built strong interaction with viewers

Jacquemus -" MARSEILLE JE T'AIME " Book 192 page perplexing reallity of seaside Provence

My experience is that Jacquemus sells extremely well. It sells better than some more established brands, which in my view, shows that they really understand their customers,â&#x20AC;? says Laura Larbalestier, womenswear buying director at Browns in London. Bjork, D (2016)

SWOT FOR JACQUEMUS STRENGTHS •Active on social media, especially Instagram, t h erefore st ron g b a n d en g a g em ent a n d interaction •Affordable to the target market, and a lower price point than some competitors •Brand personalities and values align with targeted demographic •Artistic brand identity

WEAKNESSES •Though cheap comparing with some design house, there are no truly affordable pieces to targeted consumer with lower income. •Brand is not as established as other competitors

OPPORTUNITIES

•Jacquemus doesn’t have a dedicated

•Capitalizing on Jacquemus’s strong social

bricks and mortar store

media presence to broader range could attract more consumers •Pop-up shop is a popular selling form among younger customers •Collaborate with other designers, artists or film directors

THREATS •Some competitors have more “wearable” garments •Fast-fashion plagiarism and more affordable price • Yo u n g a n d u p c o m i n g n e w designers

3.4.2 SHUSHU/TONG

SHUSHU/TONG could be a representative competitor for Innit---based in china, mainly focus on Asian market but also covering wide stockists over the world, online or in store. Designers created collections crossing the ideas of edges between girls and women. The iconic image of the brand is woman in girly, playful look and enjoying the freedom, spontaneousness of youth.

SHUSHU/TONG is a Shanghai based brand focusing on feminine style with a twistâ&#x20AC;Ś features modern women who dares to express themselves by wearing unabashedly feminine details. Brand Profile

Scalloped Cuff Oversized Wool Blend Blazer £535 Belted Faux Shearling Sleeve £90 Black Asymmetric Petal Skirt £315

Cold shoulder belted Oxford Shirt £360 Navy Pleated Tiered Skirt £560

Cocoon Sleeve Poplin Top £205 Belted Chest Asymmetric Ruffle Hem Bustier Dress £435 SHUSHU/TONG Window Display for SANLIPOP vSHUSHU/TONG Display in Lane Crawford Collection inspired by American 80s flim <Heathers>

Stockists: SHUSHUTONG doesn’t have its own brick and mortar shop and e-commerce site. According to the official website, a widely stockists in boutique shops in first-tier cities in China and other countries in Asia, Europe and north America (eg Dover Street Market, The Balancing, DongLiang, etc.). Also available in various e-commerce fashion website (eg Lane Crawford, milanstyle, lyst, etc.)

SHUSHU/TONG SS18 Inspired by 80s Japanese film <Fruits Of Passion-The Story Of O Continued> Shanghai Fashion Week Show& Lookbook

SHUSHU/TONG Official Website Inspired by the 1980s black c o m e d y < H e a t h e r s > , f o r AW 2 0 1 7 collection,SHUSHU/TONG aims to reshape the iconic image of Heather Girls, a gang of cool girls in a high school campus, with more contemporary and relevant aesthetics and approach. Notjustalabel

Designers describe their aesthetic as "bold and feminine", they were inspired to create collections that are special yet accessible, Liushu and Yutong settled their goal of expressing young and fun without sacrificing femininity. They keep pushing the concept of boundaries between girl and woman, redefining femininity with modern cool attitude. Notjustalabel

3.5

ASPIRATIONAL COMPETITOR SIMONE ROCHA

Aspirational competitor for Innit --- Simone Rocha, thriving London based brand, impressed people with its fabrication and deconstruction design collections. The brand created a girly first sight but filling it with intriguing details and ideas. “Rocha reappropriates and challenges the traditional associations attached to masculine and feminine garments”, (Isabella.B, 2013) merging conflict materials or turning one material into the opposite way of what it normally would be. The best word to describe Simone Rocha might be “rebellious lady-to-be” (Yiduo, C. 2014), which demonstrating a playful, girly and immature image.

Floral-embroidered Tlle Wrap Dress £2,595

Double -breasted Asymmetric-hem

Floral-embroidered Layered Tulle

Cotton-blend

Dress £1,500

Jacket £1,395

Bead-embellished Faux-fur

Patch-pocket Neoprene Jacket £895

Scarf £575

Pleat-front Neoprene Midi Skirt £595

Simone Rocha - Brick and Mortar Shops in New York and London

Three key massages about Simone Rocha Celebrating the individuality and strength of women-expressing femininity in different ways Connecting fashion and art, her collections were inspired by other artist’s work, designed up shop window installations for shops Being unique and innovative-Simone Rocha stands for quality and innovative materials and keeps developing new technique, giving consumer the chance to wear uniquem neverseen-before pieces. Reinhard, C (2014)

Stockists: Simone Rocha owns two brick and mortar stores in New York and London, whilst stockists in boutique and department shops (eg Dover Street Market, Ginza, 10 Corso Como, etc.) and e-commerce fashion website (eg Net-a-Porta, Mytheresa, Nordstrom, etc.)

Simone Rocha’s website is simple and minimalistic. The home page is black background with logo and the video of the latest collection on. “A video as greeting for the visitor that opens then website gives him or her a good first impression of the brand, and it invites people who prefer visuals to text to get information…” (Reinhard, C. 2014) The website is easy to navigate and is kept very simple and clean with white background and horizontal composing. Simone Rocha’s Instagram post range from product shots to personal events, sometimes images that inspire her. And she has also adopted the typical Jacquemus’ way of posting-repeating images three times to create clean and strong visual effect.

4.0 CONSUMER

As a new launched brand, Innit is aiming at a niche market and trying to convey an idea about self-consciousness â&#x20AC;&#x201D; we hope to create a unique vibe belonging to the brand, appealing to consumers who share the same aesthetic to be in the vibe. Moreover, Innit strives to become a method for them as a self-expression, we donâ&#x20AC;&#x2122;t have a settled age range, as long as you attracted by the brand identity, you are our key customer.

Clothing and accessories are both functional and an expression of peopleâ&#x20AC;&#x2122;s personalities. With continued rising affluence, consumers are increasingly expressing their individual personalities by choosing more niche clothing and accessories to create their own look. Diversifying lifestyles also mean more people need clothing suited to different activities, whether it be leisure, work, travel or sports, and they are spending more money on better-quality functional clothing to suit their needs. Crabbe, M (2017)

4.1 PRIMARY RESEARCH CONSUMER QUESTIONNAIRE

To what degree do you describe your dressing behavior (would you like to buy sets of clothes from same brand or explore more possibilities): 0 for "strongly fix dressing habit", 10 for "mix and match all the time"

To what degree do you consider your look is a way of expressing yourself? 0 for "strongly disagree", 10 for "strongly agree"

Do you care about the deep meaning of fashion(clothes) besides the external functions?

What are the most important aspects for you when buying clothes?

How often do you return your online purchase of clothes?

According to the questionnaires, what consumer concerning the most about e-commerce is they could not try on the clothes when shopping online, this lead to the doubts about size, materials and quality. Besides, they are worry about the nonconformance between the description and images with garments. Some also mentioned the speed and efficiency of delivery. As for shopping in stores, price is biggest issue â&#x20AC;&#x201C; products in physical stores are more expensive, and shopping in stores itâ&#x20AC;&#x2122;s a time-consuming activity. Moreover, quarter of 85 questionnaires mentioned the problem of shop assistants being too enthusiasm which leading to the purchase of not suitable clothes.

Are you interested in art? Which kinds of art do you prefer?

Which social media do you usually use?

Summary from 85 questionnaires, below are selected popular brands among them Comme des Garcons, Gucci, Masion Margiela, Celine, Vivienne Westwood, Acne Studio, Loewe, Thom Browne, Jacquemus, Marni Zara, Mossy, Monki Champion, Nike, Vans Vintage Since 80% of the interviewee are from China and Innit will be launched and running there, following are some secondary research about Chinese Consumers.

4.2 SECONDARY RESEARCH FURTHER UNDERSTANDING ABOUT CHINESE CONSUMERS

" income groups, and that need, function and value/quality are more

Increased buying of clothes and accessories remains strong across the important to most consumers compared with cheap prices or discounts. Yet, the higher spending by Mintropolitan consumers indicates that this group are likely spending more in order to maintain a high level of sophistication and fashion-consciousness. Chinese consumers are increasingly looking at form, style and function in clothing and accessories that suit their individual tastes and needs. As well as the increasing sophistication among them when choosing clothing and accessories, and a willingness to pay more. This is being driven by rising spending power, coupled with greater access to a wider array of brands and products, facilitated by the growth of both physical chains and online retail. Crabbe, M (2017)

Chinese young people are highly critical of Western brands that recycle stereotypes about Chinese culture in order to appeal to them. Successful brands are now tapping into a new youth mindset that celebrates contemporary Chinese culture. An aspirational shift towards entrepreneurialism is taking place in China, as young people, rather than working in the West, recognise the huge potential of their own consumer market. Chinese youth are far more experimental with their fashion sensibilities, blending luxury, niche and street products seamlessly. Mickiewicz, M, F. (2017)

“Thinking about your spending over the past year, would you say that you have spent more, less or about the same in clothing and accessories?” (Single code per row) Spending habit change in clothing and accessories, 2016 vs 2017 Base: 3,000 internet users aged 20-49 Those particularly more likely to have spent more on clothing and accessories included women in their early (67%) or late (60%) twenties, and Mintropolitans (59%). (Mintel Academic, 2012)

Figure 22: Proportion of middle class Chinese consumers spending their extra cash on jewellery, clothing or personal items, by gender and age group, April 2012 (Mintel Academic, 2012)

Figure 18: Growth in urban per household clothing expenditure (RMB per household), by income group, 2007 Note: 2012 estimates are based on first half 2012 NBS data year-on-year growth (Mintel Academic, 2017)

The opportunity is even more exciting given that Chinese youth have far fewer established fashion codes, and see the blurring high fashion, fast fashion, niche brands and youth culture as the norm rather than the exception. Mickiewicz, M, F. (2017)

Consumers now love and value authenticity, which is comprised of communication, transparency, relevancy to wants/needs and care. If think it in a simpler concept: authenticity comes from knowing your customers, their needs, and how to have that communicated. Value experiences over owning things. Content plays an important role in the lives of people nowaday, but one critical feature stands out on their various content platforms: the ability to share. Thought-provoking, intelligent, and funny, theyâ&#x20AC;&#x2122;re just as important in content Getting Personal: Personalization Marketing Product Importance: Price is Critical, but Brands Matter. Consumers felt that their favorite brands played an important role in their life (70%) and expected that to continue throughout their lives (64%). Furthermore, 60% of them felt an emotional connection to these brands, and that they are defined by the brands they purchase.

James, D (2017)

As it shows in the research, there are great opportunities for new designer brand that based in China and owns strong personality and deeper ideas about relation between fashion, culture, art and emotion. â&#x20AC;&#x153;Chinese youth is tired of pastiche depictions of their culture and do not tolerate brands that stereotype their culture. Dolce & Gabbanaâ&#x20AC;? (Mickiewicz, M, F. 2017), there are space in the market for brand like Innit which presenting culture without being clichĂŠ, this will help to attract more customers, not only in China but other countries where people having the same demand.

Every time I bought new clothes, I would spend hours in front of the mirror, trying to mix and match them with my other clothes, find out different dressing style.

4.3 PRIMARY CONSUMER Innitâ&#x20AC;&#x2122;s main consumer is a stylish woman who spontaneously showing her girly spir t in life, especially in her look and the way she views things. She longs for products that align with her aesthetic, which influenced by her love for art and culture. She has never been a square since she is able to find interesting things in her perspective upon the world. You could see her wearing the latest fashionable items together with retro clothes bought from vintage shop, or girly, romantic dresses with punk outwear. For her, there are countless possibilities in dressing and she will always be willing to explore.

Age: 24

Status:Single

Normally buy for casual occasion

Size: UK8

Occupation:Fashion student

Body consciousness (from 0 to 10, hide to

Income: Fluid (running her own online brand)

enhance): 6

Occupation: Student, studying in fashion

Magazine: SSAW

Address: Currently in London

Celebrity: Maison Margiela

Style: Fun, color, lady/girly, rock, extraordinary

Music: Techno, Funk

Brands she like:Koche, JW Anderson, Jacquemus

Biggest dislike in fashion: Jeremy Scott

Not brand-loyal, changing from time to time

Art: Rococo

Ideal expenditure on dressier piece:

Who else does she buy from:

Spring and summer – £300

Highstreet, Boutique shop, Department shop,

Autumn and winter --- £500

Pop up shop, Sample sale, Vintage store, Online

Crazy about shoes

Favourite food: Sushi

4.4 SECONDARY CONSUMER Secondary consumer occasionally buys into Innit for basic or dressier pieces, mixing with products from other brands. She selects Innit because of its playful details and rebellious girly style, when she wants to be playful in dressing and try something interesting at special occasion. She might not be study or work in fashion industry but she owns individual ideas about styling. Innit will be her choice when she asks “isn’t it great to try?”

Age: 18+ Status: Single/ dating/ long term relationship/ married Occupation: Student/ freelance/ professional (in various fields) Address: Main city in European or Asian Style: Sophisticated, tonal harmony, simple style with fun details Factors considered before purchase: Materials, quality, wearable, finishing of the garments Who else do they buy from: High end ready-to-wear, midmarket, department store, individual store, boutique shop

4.5 FUTURISTIC CONSUMER As Innit grows and becomes widely known, the brand aims to develop wider market whilst keeping its unique aesthetic and ethos. Next stage of brand extension is adding on other items into the range, creating a coherent product system --- from accessories to some daily supplies, which could build up a significant lifestyle, a vibe within the brand. “Where consumption is both conspicuous and competitive, humanity will never run out of new wishes. All the while, industry creates new desires that are marketed, in the great fashion paradox, as both novelty and need.” (Buchan, J. 2007) In order to attract a broader group of consumers, the product offering needs to appear ‘easier to understand’ (Bunney, 2015) Innit will work on this aspect without losing the aesthetic it created at the beginning.

5.0 PRICING ARCHITECTURE

5.1 CONSUMER PERSPECTIVE

Getting the right product at the right price, at the right time, to the right place might sound easy, but is in fact the most mission critical aspect at every level of the fashion business. Shaw, D 2006

According to the questionnaires - which product do you always feel is missing from your wardrobe, here are the top items mentioned: Spring and summer: Dresses, Trousers Autumn and winter: Coat, Knitwear What is your ideal expenditure on dressier pieces:

SPRING AND SUMMER

AUTUMN AND WINTER

5.2 COMPETITOR PRICING & PRODUCT PRICING

JACQUEMUS

SHUSHU/TONG

SHRIMPS

Innit

5.3 FASHION LIFE CYCLE

A trendâ&#x20AC;&#x2122;s fashion cycle is determined by the number of people (adopters) that buy into the look and how quickly it takes for the look to take off and eventually die out. (Meadows, T. 2009) Different kinds of style have different life span. Observing from the diagrams, sales keep increasing from introduction to maturity in a successful life cycle, after that is the sales opportunity, so it is crucial for a brand to keep attracting consumers buy into the same product for certain time. It could be realized by adding new elements into them whilst remaining the essential concept and find creative method of promotion.

5.4 PRODCUT & PRICING LANDSCAPE From the analysis and survey above versus comparison of competitors’ price. An initial idea of Innit’s price architecture proportion has come out – from the midprice to premium price section are products processing the signature elements of the brand for core consumers who would like to buy into a taster piece. Beyond that are dressier pieces which are more experimental and fashionable. As Innit growing and become more established, there would be more extensional products added into the range to open up wider entrance for broader customers.

6.0 BRANDING

Consumers buy into brands that tell a ‘story’ Clothing being a tool to define individuality, brands act to consumers as an extension to their desired self. Kompella, 2012

Innit use storytelling as a clue to thread up collections, each season will be based on a story and evolving with essence elements from traditional oriental and western culture. In this way, the brand is endowed with abundance personality by narrative timeline, and permeate into each aspect of the business. In order to spanning this concept and enable stereoscopic image of Innit, branding is vital, which help to create scenery for story like the stage set in theater. Branding embodies the imagination, bring customers into the vibe. This includes designs of logo, labels, swing tags, packaging and brand stationary part like brick and mortar store, website and social media. "Branded apparels not only add a stylish image to the apparel, but it also gives something extra to the consumers…they can buy a similar apparel somewhere else; without the label and for a lesser price as well. But, a branded apparel with a label on it gives a status symbol to the customer thus satisfying his/her ego. The reputation that the brand image carries helps in promoting the product among status savvy consumers." （Fibre2Fashion.com，2016）

6.1 NAME AND TYPE

6.2 LOGO

6.3 PRIMARY/ SECONDARY BRANDING SWING TAG & LABEL

Swing tag

cha

nge co lo seas r or p atte ona rn lly

Back neck label Side seam label

LOYALTY CARD

SHOPPING BAG

PACKING BOX

KRAFT PAPER BAG

CONSUMER INFORMATION FORM

sticker- change seasonally

Innit adopted high quality, well-designed packaging and labeling, aiming to communicate with consumers in an intuitive, visual way. And good quality packaging bag is one of the item that consumer would usually keep, and bring it out when they need a pack to carry things out. This will be a secondary promoting process and attract more potential customers to try a taster of the brand.

6.4 PROMOTIONAL TOOLS - ONLINE/PHYSICAL

People in the fashion industry have used the press a lot more than people in the film industry, because you have nothing to sell except for the image: The image is everything. (Macpherson, E. 2007) As mentioned in the consumer survey, Millennials value experiences over owning things. Innit proposes to provide consumers an interactive shopping journey. This might not be fully realized at the first beginning as the brand is at its newborn period, but we are trying to carry it out first with a visually impressive website and pop-up / private sales (this will be stated more detailed in next section). When the brand grew wider and established, opportunities to get space in boutique shops and department shops will come. And the next step is opening brick and mortar store at elaborately selected location with coherent interior and visual merchandising display.

OFFICIAL WEBSITE

based on collection mood board

PHYSICAL STORE PRE-DETERMINED LOCATION AND OUTLOOK

London

Shanghai

WINDOW DISPLAY changing seasonally by collection mood board

Innit's retail theory - high mark-up with low volume and smaller selection

store interior design collage

Buying clothes is unlike any other form of retail. It is not about the acquisition of objects, but about the transformation of the self. (Grant, L. 2004) Fashion stores for this new millennium will need to use ‘brand personality’ and shopping experience instead of identikit ‘shop design’ as a basis for competitive advantage and differentiation (Webb, B. 2006)

Innit’s physical store propose to create an abundant space that emerging all the elements of its concept – eastern and western, vintage and contemporary, setting a unique environment and vibe belong to the brand. We want a deeper interaction with consumers, here is not only a store, but also a relaxing and interesting place for them to explore.

6.5 LOOKBOOK RESEARCH

JACQUEMUS

ALEXACHUNG

XUZHI

SHUSHU/TONG

TOGA SIMONE ROCHA

SHRIMPS

The lookbook would be shoot in a scenery that set align with the collection, added more fun elements into the edition and at the same time shows clear details of garments. Lookbooks allow you to brand yourself with a complete outfit and scenario. The term “lookbook” is a broad one. Basically, it’s putting fully styled “looks” together for your customer to help them make purchase decisions. Most customers will buy the whole look if they like it, or be inspired to purchase an item they might not have otherwise, because you showed them how to wear it and style it. It’s also a chance to show the customer your brand’s personality and elevate your perceived value by presenting high quality content. (Kensell, S. 2016)

7.0 MARKETING OPPORTUNITIES

7.1 PR EVENTS Selling is about talking to people and building trusting, long–lasting relationships.

‘Events’ play and integral part of fashion marketing communications, and are commonly divide into press and commercial events. For the planning process an annual events calendar needs to be produced. (Haid, C. Jackson, T. Shaw, D. 2006) PR is crucial in getting your fashion label’s massage out and is a much more cost-effective medium than advertising… you need to understand what it is the fashion press want to cover. Examine how and why magazines put together the fashion pages as they do. (Turner, N. 2009)

7.2 POP UP

Benifits of a pop up: Test a New Revenue Stream Engage Customers Offline Create â&#x20AC;&#x153;Get It While It Lastsâ&#x20AC;? Urgency Educate New Customers Generate Brand Awareness By engaging prospective customers offline

detachable space plants & decorations

and delighting them with an unforgettable experience and quality products, you can then point them to your online site and social accounts, where they can stay in touch and continue to buy your wares. (Khan, H. 2013 )

7.3 ADVERTISING OPPORTUNITIES CELEBRITIES

getting your product endorsed by the right celebrity can do wonders for your fashion label the most helpful things to us from a selling point of view is magazine features or celebrity coverage. (Aalam, K. 2009)

Relationships with celebrities are an especially valued form of promoting a brandâ&#x20AC;Ś this presents more and varied opportunities for designers and brands to gain public exposure. Award ceremonies, and film previews provide opportunities for designers to dress the attending celebrities and so achieve significant publicity in the media covering the events. (Haid, C. Jackson, T. Shaw, D. 2006)

Celebrities in jacquemus

photographer stylist model makeup hair La Femme aux Fagots Photography David Luraschi Artistic direction Simon Porte Jacquemus

Model Iris Landstra Stylist: BelĂŠn Casadevall in 'Faire Campagne', Photographer:Toby Knott Stylist Magazine France April 2017 Makeup by Pablo Rodriguez; hair by Adam Szab

Vogue Germany June 2017 Photography: Giampaolo Sgura Stylist: Christiane Arp Hair: Franco Gobbi Makeup: Jessica Nedza Model: Josephine Skriver

Photography: David Luraschi LIA PAVLOVA Client: Vogue Germany M o d e l : R o s e Va n B o s s t r a e t e n & Vogue Germany By Luigi & Lango and P h o t o g ra p h e r: G i a m p a o l o Jacquemus Patrick Mackie Sgura Stylist: Jennifer Eymere Model - Lia Pavlova Stylist: Christane Arp, Nicola Hair: Michael Delmas Photo - Luigi and Lango Knels Make-Up: Kathy Le Sant Styling - Patrick Mackie Make-up: Lloyd Simmonds Set Design: Eli Serres Hair: James Rowe Set Design: Nici Theuerkauf

fashion short films of Jacquemus, Simone Rocha, Prada, H&M

Shooting fashion short film could fully use its visual ability, creativity and attention to detail ensure that the presentation of the product increase its desirability. (Aalam, K. 2009)

7.4 DIRECT AMBASSADOR Innit is designed with a muse in mind. She might not be the most beautiful one in crowd but she is always the special one like the current ambassador ---- she will spontaneously show her curiosity about everything and wind blowing smiling, she dresses the way she like, playful and naive, vintage and chic.

Fina is a freelance model who able to handle multiple style in fashion. Currently she is not in the list of most popular plane model in China but she owns a peculiar temperament and highly recognizable face, which promising her great potential in various, fashionable look. She has been in the pictures for many individual designer brands and her followers in Weibo â&#x20AC;&#x201C; one of the most popular social media in China --- are keeping growing. She could perfectly fit in Innitâ&#x20AC;&#x2122;s aesthetic and renew it with her glamorous personality.

7.5 ASPIRATIONAL AMBASSADOR

Kiko mizuhara is one of the most popular Asian plane model who developed a unique look by celebrating mixing texture, color and style. She always gives out an image which is at the edge of naive, girly with sophisticated, this rebellious ladyto-be personality has attracted 4.8 million followers on Instagram for her, and she is also one of the muse for Karl Lagerfeld. Many brands have use her to endorse their products, moreover, she has been participated in many films and owns a collaboration wi t h O p e n i n g C e re m o ny. G re a t f a m e a n d personality makes her perfect for Innitâ&#x20AC;&#x2122;s aspirational ambassador.

7.6 COLLABORATION

Everyone is talking about influencer marketing but in fashion, we’ve been doing that forever — it’s called collaboration. Ahmed, O. (2017)

Creating exclusive items and collaboration with people in different fields which including designer, photographer, artist and film director and to develop a wider range (jewelry, shoes, accessories, etc.) and potential customers for Innit.

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7.7 SOCIAL MEDIA

Fashion industry has been more and more technology dependent,social media platforms are gradually changing the traditional forms of advertising and have become a key marketing strategy.

social med ia taking up the largest share of the proportion of the sources where people get their fashion ideas

Nowadays, mobile is everything and consumers now are belonging to a techsavvy generation, so having a strong social media presence is crucial for new established brand to communicating with targeted demographic. It is also an effective and low-cost method of promoting. According to the questionnaires and based on the current social situation of targeted market, Innit would focus on its Instagram, Weibo and Facebook pages to delivery each aspect of the brand as well as facilitate wider audience through sharing inspiration, art work and daily life. Consumers now have love for consuming content, they would share the content they interested in to friends, this provide huge opportunities to broaden our audience.

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@Innit.Official

102

@Innit.Official

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7.8 PHYSICAL DISTRIBUTION & STOCKISTS ADDRESS late night chameleon cafe, the basement 1824 shacklewell lane, dalston, london, e8 2ez BRAND STOCKED Jacquemus, J.W.Anderson, Yang Li, Maison Margiela, Marni, Thom Browne PRICE POINT Designer brand price average: ÂŁ800 STORE ETHOS LN-CC is a progressive, innovative and conscious retail concept. Existing in both a physical store space, housed within an art based installation and an online store that echoes the same attention to detail and forward- thinking approach, LN-CC presents a perspective and narrative from within its curationâ&#x20AC;Ś its own culture, uncompromised, unprejudiced and inclusive. STOCKLIST PROCEDURE Including international mainline designers through to emerging design talent from all corners of the globe. Can be approached by e-mail enquiries@ln-cc.com and social media. CONSUMER People who are highly interested in fashion and willing to experiment with new and unique designs. ONLINE SHOP http://www.ln-cc.com/en/home

104

ADDRESS Qpark Leicester Square, 39-41 Whitcomb Street, London wc2h 7dt BRAND STOCKED Comme des Garcons, Molly Goddard, The Row, Simone Rocha, Jacquemus, Shushu/tong PRICE POINT Designer brand price average: £500 ABOUT “For Dover Street Market I think about making a new food, as a shop. I cook together various kinds of materials – such as clothes. Comme des Garcons would become the main ingredient. Then I mix in a few other elements as spice – interior design, furniture, etc. Sometimes I end up adding the wrong – mistaken – ingredients, but when mixed in all together with the other things, the whole has an expansive taste. This is my work.” – Rei Kawakubo(2016) STOCKLIST PROCEDURE: Emerging various brands from new designer to high luxury brands. Can be approached by e-mail info@doverstreetmarket.com and social media. CONSUMER Dover street market has great favor within people studying, working or interested in fashion industry, and willing to explore different styles. ONLINE SHOP https://shop.doverstreetmarket.com/

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ADDRESS Shanghai: 25 Shaoxing Lu, Huangpu District Beijing: 26 Yangmeizhu Xie Jie, Xicheng District Chengdu: 13 S Sishengci Street, Jinjiang District

BRAND STOCKED Lemaire, Walter Van Beirendonck, Digest Design Workshop, Yang Li, Flat Apartment

PRICE POINT Designer brand average price: ÂŁ300

ABOUT Triple-Major is involved in the fashion industry across a wide -spread field with its primary concept being "reinventing popular culture". It aims to challenge the creative limits of fashion and to propose new perspectives on designâ&#x20AC;ŚWhen playing the role of retailer, Triple-Major introduces independent and progressive designers to cities where they are rarely represented.

STOCKLIST PROCEDURE Triple-Major was among the first to bring niche labels to China, also focusing on finding new talent local designers. Contact-info@triple-major. com

CONSUMER Triple major is targeting on a niche market comparing to other stores, most consumers are loyal and willing to experiment with new and unique designs.

ONLINE SHOP https://www.triple-major.com

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ADDRESS Beijing: No.102, 2 building, No.6, Chaowai Street, Chaoyang district Shanghai:No.184,Fumin Road,Jingâ&#x20AC;&#x2122;An District BRAND STOCKED Uma Wang, Museum of friendship, Ms Min, Angel Chen, Sarayun Average: ÂŁ500

PRICE POINT

ABOUT DONGLIANG is a retail multi-brand concept store committed to promoting new, talented Chinese designers in China and abroad. It is building a new market for home grown talent in China. DONGLIANG collaborates with the most talented local designers and engages in artistic and cultural activities as well as business and charity events. STOCKLIST PROCEDURE It introducing the new Chinese designers to the market and set up a multi-dimensional platform for more mature designers to increase their exposure. Contact - INFO@ DONGLIANGCHINA.COM CONSUMER Currently Dongliang is building its own online shop, so consumers are mostly people who living in Beijing/Shanghai, and interested in trying Chinese innovative, new designer brands. OFFICIAL WEBSITE http://en.dongliangchina.com/findus

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7.9 STORES ANALYSIS

ADVANTAGES OF DISTRIBUTOR

DISADVANTAGES OF A DISTRIBUTOR

The distributor is responsible for the credit risk of all sales

Distributor has complete control of the selling process

The distributor holds your stock in-market

The cost of selling through a distributor may force the product out of market competition â&#x20AC;&#x201C; a distributor may add up to 50 per cent mark-up (or even more) to your product before it reaches the retailer

Th e d ist rib utor hel ps pay for and undertakes marketing and promotion of your product in the market The distributor develops a customer base for your product

Because a distributor shares responsibility for marketing and promotion, you may not retain total control over the branding of your product Distributorâ&#x20AC;&#x2122;s time and attention may be spread over multiple products.

A DVA N TAG E S O F I N D E P E N D E N T STORE

DISADVANTAGES OF INDEPENDENT STORE

The brand has complete control of retailing and branding

The brand needs to take fully responsibility for the credit risk of all sales

More profits to keep within selling

Store, staff and utilities make extra cost

Directly interaction with consumers Presenting fully collection to consumers

Competition between stores rises up the risk

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109

8.0 BRAND FOCUS

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BRAND FOCUS Spring and Summer 19

This season Innit focuses on its debut. A spring and summer collection based on its initial ethos will fully present its aesthetic, a combination of oriental and western culture, retro and contemporary style. Innit is a storytelling brand and this is the first story we are going to demonstrate, which would make a clear image to consumers about the brand.

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Collection mood board

112

INSPIRATION Hundreds of years ago, there is no mountain near the east sea. Sometimes extensive mountains appeared on the sea and disappear in few days. People believed that is the time fish gathered together and came back to their hometown to visit the grave of the love one, and this was the way how ancient Chinese explained mirage.

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collage of oyster

In the mystery novels, mirage was described as products from a type of monster which was in shape of oyster or dragon.

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collage of dragon

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textile ideas collage

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117

textile ideas

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textile ideas

119

AESTHETIC MOOD BOARD

120

COLOR PALETTE

121

SILHOUETTE IDEAS COLLAGE

122

123

124

125

126

127

9.0 SUPPLY CHAIN & CRITICAL PATH T1

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SUPPLY CHAIN

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CRITICAL PATH T1

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10.0 EVALUATIVE CONCLUSIVE SUMMARY Fashion is a thriving field embedding innumerable opportunities, meanwhile, challenges for young designer and new born brand. However, with a in depth report of investigation into each aspect of fashion industry, Innit gained its initial overview and located itself in the right market at the beginning. It must be considered that the analysis is limited due to the lack of experience and first-hand information. Hence the brand would continue further research to conduct more accurate marketing and cater its consume. The following collections will still be based on the storytelling inspiration and focus on the image the brand is picturing, a unique aesthetic emerged by mixing culture and playful spirit. Going into the future, Innit aspires to keep evolving the vibe, building up a brand which is more than clothes, also an ideal life ethos.

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11.0 BIBLIOGRAPHY IMAGE

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