LPY.design
Contents
01
17
ABOUT US
BRAND IDENTITY
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19 20 21 23
logo typography colour Kapferer’s Brand Identity Prism
BRAND ANALYSIS 05 06 09 10 11 13 14
vision promise essence values tone of voice personality Keller’s Brand Equity Model 15 USP
24 CONSUMER 24 primary consumer 26 secondary consumer
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MARKET ANALYSIS
55 12 month communication plan 59 brand collaboration 61 press release 62 international expansion 63 visual mock-ups 65 Instagram 67 Pinterest boards 69 critical path
29 31 37 41
market overview macro trends micro trends market positioning
42 COMPETITORS ANALYSIS
45 SWOT ANALYSIS
49 RANGE DEVELOPMENT
50 PRICING ARCHITECTURE
51 MULTICHANNEL ROUTES TO MARKET
Nela Grigelova N0756979 Word Count: 4008
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ABOUT US LPY.design is a niche clothing brand that reflects a vision of “creating something unique and beautiful out of deconstruction”, inspired by one of the greatest artistic minds Pablo Picasso. LPY.design is defined by its fusion of unconventional craftsmanship and innovative detailing with a sense of refined ease. Inspiration drawn from contemporary art and youth culture is combined to create some exquisite tailor work in a sustainable and purposeful way. Although our brand evolution it’s rooted in the iconic skyline of Hong Kong, we are now proudly designing in the UK.
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B R A N D A N A L Y S I S
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m i s s i o n To create an upcycled avant-garde clothing, in a world of unpredicted events for a conscious and stylish consumer with an emphasis on eclectic use of materials and textures
v i s i o n To be more than just a sustainable premium brand,our ambition is to present niche fashion as art without no harm
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(p i n k y)
p r o m i s e Providing upcycled and high-end quality designs; produced in a way that honours the maker and the earth equally to the consumer
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Let’s celebrate who we are and
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embrace who we aren’t.
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the holy e s s e n c e
“The urge to destroy is also a creative urge�
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we believe in: BOLDNESS Central to the success of the business; we are not afraid to experiment and be innovative, though rejecting the typical and expected
PASSION Although we keep things simple, we are driven by the idea of fair fashion industry and environmental responsibility
EXPRESSION We encourage you to develop and express their unique personality with our designs in order to make a statement
ARTISTRY We celebrate the beauty of creativity; our inspiration comes from unique and atypical places that are usually left unnoticed by a human eye
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EMPOWERING Our voice reflects how we want you to feel
WARM We keep it real. We like to get chatty and friendly with you just like good friends do
QUICK-WITTED We use wit in our language and visuals but we don’t go overboard with the funny stuff
TO THE POINT We do not try too hard. We prefer to keep it relaxed, simple and easy
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how your calls are answered The way we communicate our business with you, helps us to form our concrete vision moving forwards. The LPY.design tone of voice is empowering, to the point, quick-witted and warm. You are not wearing clothes, but the clothes are wearing you. Silently embodying the brand’s personality and set of values.
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we are you
RESPONSIBLE ARTISAN N O N-C O N F R O M I S T KNOWLEDGEBLE
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RESONANCE transparency more emotional less transactional JUDGEMENTS inspiring growing perfect balance value for money
FEELINGS self-confident unique happiness responsible
PERFORMANCE
IMAGERY
niche design quality upcycled body and soul empowering
minimal serene lifestyle neutral
SALIENCE avant-garde creative
sophisticated
unconventional
sustainable
Keller's Brand Equity Model
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you will feel unique because ....
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We are creating a perfect balance of the eccentric silhouette and clean lines
LPY.design
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B R A N D
I D E N T I T Y
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name The brand name is LPY.design, stemming from the first letter of the designer´s name Lai Ping Ying.
logo
LPY.design Our bespoke logo proudly illustrates the commitment to the handmade nature of our designs. It consists of the crossed left and right hand symbolising the openness and balance. Simple black outlines are giving it a clean shape, representing perfection and sophistication. We chose the hexagon shape because of its satisfying symmetry to elicit feelings of reliability and comfort. The handwritten brand name is always placed below our logo and aligned in the centre. The main logo can be used on multiple types of media as well as the product packaging. The logo icon, however, is preferred to appear on the tags and inside labels.
l o g o i c o n
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t y p o g ra ph y PRIMARY TYPEFACE
Aa
ABCDEFGHIJKMNOPQRSTUVWXYZ The handwritten font is used for the headings and brand’s name. Ink Free was chosen due to its sophisticated and exquisite form to mirror the consumer’s style.
SECONDARY TYPEFACE
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ Letter Gothic is always used for body text and subheadlines.
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c o l o u r s LPY.design has four primary colours that reflect the brand´s persona. Their neutral and earthy attributes transcend an aesthetically pleasing effect to the naked eye. The selected primary colour terracotta is associated with enthusiasm, expression and creativity. It is used throughout the branding to fall in line with the brand’s artsy and sophisticated nature.
TERRACOTTA IVORY CREAM C=19 C=0 M=76 M=9 Y=75 Y=20 K=62 K=12
MY SOUL C=88 M=78 Y=55 K=72
CITRUS C=5 M=39 Y=91 K=0
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m o o d
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Kapferer’s Brand Identity Prism
PHYSIQUE Sophisticated Sustainable Earthy tones Symbolic logo =Handmade
RELATIONSHIP
High-quality luxurious products Empowerment of the customer persona Clothing that stands for something more than fast fashion
REFLECTION Looking to be different High-salary Creative Selective Fashion conscious
PERSONALITY Creative Unconventional Confident Bold
CULTURE Upcycled approach to materials, embracing creativity and art
SELF-IMAGE Aware of current,cultural,social and political affairs Minimalist Independent Unique
Walter Landor famously said, “Products are made in the factory, but brands are created in the mind.” (Posner 2015) All the elements of the prism are intertwined through both its physical and emotional assets to help to create a consistent brand identity.
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Primary muses You are our muse; and neither of our primary and secondary muses has determined shape, size, race, ethnicity or ability. However, we identify them based on their signature scent because each of one is completely significant.
TOP NOTES: • Art • Niche • Sustainability • Social consciousness
MIDDLE NOTES:
• Body & soul empowerment • Money confidence • Subtle
BASE NOTES: • Aspiration • Creativity
Berber Blonde by Sana Jardin
Smells like: “The rays of golden sun, radiating light, love and happiness”
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TOP NOTES: • Androgyny • Unisex • Diversity
MIDDLE NOTES: • Design • Zero-waste • Political activism • Social media
Santal 33 by Le Labo
Smells like: “The nights by the fire, leaving a trail of coolness behind”
BASE NOTES: • Confidence • Eccentric
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Secondary muse
N °5 by Chanel Smells like:
“Marilyn Monroe at her first movie premiere”
TOP NOTES:
• Strong family bonds • Agelessness • Zest for life
MIDDLE NOTES: • Elegance • Nerve • Charisma
BASE NOTES: • Culture • Academic tutoring
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M A R K E T
A N A L Y S I S
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LPY.design
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did you For fashion players, 2019 will be a year of awakening. Nearly half of luxury goods buying decisions are already influenced by what consumers hear or see online. Strong growth in the global fashion market is predicted for 2019 by McKinsey and Company. It forecasts growth between 3.5% and 4.5%, slightly below 2018 levels. And while the report states that the value sector will be the one that performs best in 2019, only 27% of those surveyed said value fashion would become better, and a majority 54% expect it to do worse. This could be due to the high level of uncertainty surrounding Brexit as well as the inflation rates. (McKinsey and Company, BOF, 2019)
A new report from EY-Parthenon predicts that the lower end of the market – “premium” brands will be the new emergent driver of growth within the global luxury fashion industry. (EY-Parthenon, 2018) Worth over £100 billion – is expected to continue to outperform the growth rate of the traditional segment from 2016-2020. Similarly, consumers expect companies to be fully transparent about their supply chain. 52 per cent of millennial consumers state they always research for background information before buying a fashion item. 65 per cent of respondents in McKinsey’s survey cited “consumer needs for trust in product authenticity and creative originality,” in their top 5 trends for 2019.
know?
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“Brands need to take an active stance on social issues, satisfy consumer demands for ultratransparency and sustainability� (McKinsey and Company, BOF, 2019)
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Macro Trends
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Social Wellness
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Social Wellness In the age of the E-motional Economy consumers are now increasingly in tune with their emotional need, and mental health problems such as depression and anxiety have become one of the main causes of the overall disease burden worldwide. Social wellness emphasises the Kรถhler Effect when performance increases in a group as people strive to keep up with more accomplished members of a team. New community and co-working spaces are emerging that provide a nuanced approach to self-care as the boundaries between work and play have dissolved drastically. Although the trend is typically female-led, there is an opportunity for a more inclusive approach. Depression and suicide rates among men continue to be more than three times higher than for females, according to the Office for National Statistics. (Smith, 2017) AFFECT ON LPY.DESIGN Due to this trend, it would be beneficial for LPY. design to create a holistic, relaxing working environment to aid productivity. Enabling us to gain a new perspective and further improve as a business in order to connect with the consumer on a deeper level.
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The Distrust Society We live in an increasingly complex world. Traditional institutions designed to hold society together have lost the authority they once had. The drivers of distrust are plentiful and diverse. From public and political scandals, economic hardship to racial division, climate change and inequality dominating news headlines.
“People live in a climate of fear, holding onto what little they think they have when they don’t realise how much they have.” -N.P Now, more than ever, credibility and transparency have become top priorities. Consumers are demanding genuine value for money and that they have a fair and equitable relationship, regardless of the brand or price point. AFFECT ON LPY.DESIGN It is important for us to stay true to our core values in order to inspire people´s loyalty, regardless of age, race and beliefs. LPY.design is determined to break stereotypes in order to empower the disenfranchised.
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Micro Trends
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Luxury Upcycling Sustainability has remained as a primary driver for change within the fashion industry, nowadays the method of upcycling fashion is becoming one of the many ways how to re-define the luxury market. While some brands are exploring ways to speed up or streamline their manufacturing processes, others are looking at upcycling as a means of creating limited-edition, luxury collections. According to Oxforddictionaries.com, the definition of upcycling is “Reuse” (discarded objects or material) in such a way as to create a product of higher quality or value than the original.” It is different from recycling which also refers to the reuse of materials but those which cannot be used in their original composition and must be degraded. (Mallon, 2018) Challenging the sector’s mentality, luxury fashion brand Stella McCartney recently worked with online consignment site The RealReal, calling on the wider fashion industry to create better-quality, longer-lasting clothing to reduce the number of fashion items reaching the landfill. (Hayes, 2019) AFFECT ON LPY.DESIGN Copenhagen Fashion Summit reported that “fashion is responsible for producing 92 million tons of textile waste, making it the second most polluting industry.” This micro trend is precisely what LPY.design is trying to resonate with at the moment and aiming to sustain this method within their future business development. By offering a fashion range that encourages the wearer to help to reduce pollution and still look distinctive in their clothing will meet the desires of both styles driven and eco-conscious consumers.
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Design for Digital For the past years, fashion has remained wedded to tactility and the physical but as we move further into the digital world, people are reconsidering their relationship with clothing and fashion designers the ways how to exert their creativity through new technologies. As stated by LS:N Global, “the fashion industry has seen potential in 3D renders for years but it has only recently been able to convincingly portray stretch, drape and gravity, making the virtual more real.” Ultimately, this trend of immaterial and digital fashion offers the brand and connect with consumers through a different medium. Designing virtually not only has huge potential for aesthetics and immersive experiences but can also help mitigate over-production and over-consumption, therefore challenging new routes to sustainability. “In the world of design, avant-garde creatives can flout the laws of physics, using these mixed-reality tools to bring a new dimension to fashion.” (THE : FUTURE : LABORATORY, LS:N Global, 2018)
AFFECT ON LPY.DESIGN
LPY.design can take this into consideration when diversifying their business in the future, for example, presenting their collections as 3D simulations.
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where do we stand
LPY.design
LOW SUSTAINABILITY
HIGH SUSTAINABILITY
MINIMALISTC
EMBELLISHED
We believe that a strong brand position is one that sustains in the mind of the consumers with a unique and credible focal point. LPY.design is positioned as a premium sustainable brand with a focus on womenswear market. In terms of the competitors, it is difficult to determine because we do not conform to the typical “rules� of other fashion houses, however, this perceptual map shows our direct and indirect competitors in terms of sharing the similar aesthetics and level of sustainability.
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who is around us Brands such as Proenza Schouler, Acne Studios and J.W.Anderson are the primary competitors, because of their approach to avant-garde focusing on classic pieces with a special twist. On the contrary, they lack a clear focus on sustainability and upcycling within their brand ethos, which sets LPY.design apart from the competition. Our indirect competitors are CĂŠline and Stella McCartney. When it comes to Stella McCartney, the brand is pioneering digital innovations in eco- futuristic fashion, however, her designs are more tailored. With CĂŠline they both share a philosophy on being eco-friendly and sustainable in the fashion world.
P R I M A R Y STRENGTHS:
USP:
-Innovative patterns, prints and
-New
silhouettes
-Mix of traditionalism
-Custom developed fabrics
and futurism, with a
York based brand
sense of refined ease
WEAKNESSES:
TARGET CONSUMER:
-Designs often knocked off by fast
25-39
fashion retailers
-Hold professional
-Mainly operating in the US
creative jobs but can dress down
STRENGTHS:
USP:
-Recognisable brand image (i.e pink
-Swedish
bags)
-Juxtaposed design and
-Interesting and unique projects
attention to detail.
-Own magazine Acne Paper
TARGET CONSUMER:
heritage
25-39
WEAKNESSES:
-Is likely to be more
-Simplicity as a differentiation
open-minded, creative
point used by similar brands
and quirky
-Consumers brand name association with a skin condition can confusion
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USP:
-Concept of a shared closet
-Made
-Manufactured in UK
garments
-Explores the idea of gender
-The clothes are a
blending
fusion of streetwise and
-Androgynous approach to designs
futuristic sensibility
WEAKNESSES:
TARGET CONSUMER:
-No independent store
25-39
-Relatively quiet company in
-Customer is a cool,
terms of publicity
creative and contemporary
in Britain
individual with an urban
S E C O N D A R Y
city lifestyle
STRENGTHS:
USP:
-Sustainable high fashion
-A signature style of
-Use of organic and recycled
sharp tailoring and
fabrics
sustainable luxury
-Technical innovations in garments
TARGET CONSUMER: WEAKNESSES:
25-45
-Lack of concept/story in
-Environmentally
ranges
conscious established
-Collaborations with Adidas
professional who wants
conflict Stella´s strong
to make a statement
morals
STRENGTHS:
USP:
-Feminine and modern design
-The quality of
-Clean aesthetic
craftsmanship together
-Specialist in leather goods,
with simple and
sourced from Italy
minimalistic design
WEAKNESSES:
TARGET CONSUMER:
-Never done a collaborations
25-50
-Seen by consumers as a leather
-Women who appreciate
goods brand and not ready-to-
clothes that suggest
wear
something new, but will last more than one season
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FOR US GREEN IS THE NEW BLACK
S
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Strenghts • Distinctive
signature style and logo
• Unique selling point by being a premium and sustainable fashion brand with focus on art & culture • Designed and manufactured in the UK, carrying the Hong-Kong heritage • Caring and inspiring brand values
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Weakneses
• Getting the audience to understand what our brand is about
• Being a start-up brand means having to make a name for themselves • Hard to stand out as a niche brand
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Opportunities • The opportunity to establish its roots in the UK • Potential to diversify by using innovative materials • Collaboration with an existing brand can create an exciting publicity surrounding LPY and the launch • International expansion Shipping to international countries beforehand on our website to track the more popular countries •Greater online social presence, the public will understand our brand more
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T
Threats
• New competitors entering the market with the same brands ethos/values • Strong competition and brands with an existing relationship with the customer • Brexit influencing costs on export/ import subsidies • Rise of production cost
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range development The first development for the collection range will be offering three exclusive garments. Consisting of a short-sleeved coat with belt, wide leg trousers and a cropped top. The colours will be natural tones in keeping with the branding. The second development will include a development midi oversized dress and flats in order to complete the collection of five garments in total. The collection will relate back to the brand´s values: boldness, expression, passion and artistry. Meaning that it is important that the customer will embody these values by wearing the garments. Further development of LPY.design collection will explore the idea of producing a collection by using innovative and sustainable materials and also start implementing 100% organic cotton.
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pricing
architecture The brand is positioned within premium to the high-end market fashion market. Depending on the complexity, production and material costs, the collections will sit within this market. Our Net-a-Porter prices will be however higher because of the value-added benefits. These prices reflect its handmade production and use of upcycled materials. According to the primary research, our highprofiled customers have a reasonable income in which they want to spend money on high-quality and unique clothing. This suggests that the estimated price will be an achievable price entry for them.
CROPPED TOP £275
Our prices are as follows
LPY.design trousers = £ 330 LPY.design long-sleeved cropped top = £ 275 LPY.design oversized coat with belt = £ 1150 Your outfit in total =£ 1755
TROUSERS £330
COAT £1150
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multichannel routes to market
W E B S I T E The website will be the main point of interaction between the brand and consumer so it must be very efficient and easy to use, we do not want any distractions. It will be the hub of information where consumers can keep up with the current brand’s collection, artistic collaborations and upcoming seasonal collection. The consistency of the website is important in order to make the website work and provide a better user experience. Thus, the brand aesthetic will be carried across all elements of the website, through the colour palette, brand logo and imagery. With the intention to remain relevant, the website will be responsive and easily navigable across all mobile devices as it can affect the site’s bounce rate and conversion rate. That´s why the goal is not only to ensure that the customers can access the website anywhere they are, but also purchase from the site whenever they wish. Fully integrated with its social media sites as well as a sign up for the mailing list on the bottom of the site.
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B 2 B S T R A T E G Y Once the brand has established a distinct position in the market, LPY.design will then choose an exclusive distributor to make a better experience for the customer. LPY.design would look to sell within a luxury e-commerce site Net-A-Porter. According to Forrester, 30% of buyers make half or more of their work purchases online. This would help the brand to directly compete with a wide range of its competitors as well as attract new buyers.
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COMMUNICATION
P L A N
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for
wild hearts
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The website together with a mobile website version will be launched in February. The social media channels will be linked on the left side of our website, for consumers to view and subscribe to. A newsletter signup and live chat button will be featured at the bottom of the site. As the brand is freshly launching, these features will help with the brand acquisition.
M A R C H In the third month we will focus on increasing awareness of our brand to the public, by looking into coverage of art and culture, primarily independent and noncommercial magazines. Within the primary research, the interviewees stated niche publication such as Gentlewoman and i-D magazine that documents fashion and contemporary culture.
A P R I L In April we will host an upycycling workshop sponsored by Fashion Revolution. The attendees will learn how to re-create an original piece of a simple white shirt. The workshop will be promoted across the brand´s social media accounts to notify existing customers. To make it more exciting, LPY.design will be running a competition on Instagram with a chance to win 15% of your LPY.design order if you post a picture of your creation with #itdoesntcosttheearth
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M A Y This month is heavily focused on building a following and gaining awareness across the social media platforms, posting a general content and collecting further consumer data.
J U N E “The number of weekly podcast listeners has almost doubled in five years – from 3.2m to 5.9m, in 2018,” states Ofcom. During this month LPY. design will be a host at the Conscious Chatter podcast. This will allow the brand to share their story and aspirations and talk about how important is to bring sustainability and change into the fashion luxury market.
J U L Y After gaining recognition, LPY.design will reach out to blogger and influencer Brittany Bathgate in the form of Instagram paid advertising to further attract the publicity. She is a macro influencer who´s contemporary style and attitude towards enhances with our niche. According to a study by Experticity, “82% of consumers were highly likely to follow a recommendation made by a micro influencer.” The influencer chosen will ultimately act as a tool to increase sales and promotion of our products. This will create a mutual benefit of gaining a larger audience for herself as well as for the brand.
@brittanybathgate 259.3k Followers
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A U G U S T In August we will announce our collaboration with Acne Studios via press release. They will begin to 'tease' the collaboration beforehand.
COMING SOON
This will give consumers enough time to respond as well as create a buzz around the announcement.
S E P T E M B E R To continue the collaboration promotion digital, print and social media campaign in the form of a short fashion film will be launched in. The fashion film is not meant to follow a story, but it is purely aesthetic to capture the essence of LPY.design and Acne Studios capsule collection. It will be an audio-visual promotion of the collaboration, firstly launched on LPY’s social media. The digital campaign will be set-up as an ad screen around the Mayfair area in London showing a short clip from the film with Acne X LPY.design and underneath hashtag #REPURPOSE.
ACNE X LPY.design #REPURPOSE 10 / 2020
The print campaign will be taking the form of a fly poster featured in the same location to inform the consumers about the partnership.
O C T O B E R The collaboration will launch this month and the products will be released, available to buy at Acne stores, Net-a-Porter and LPY.design website. An event will be held within the month in The House of Fine Art to showcase the collaboration.
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N O V E M B E R LPY.design will announce its international launch to China. Social media accounts such as Weibo and WeChat will be created in order to start raising awareness for the brand on an international basis.
D E C E M B E R It’s been a while so we saw you so here's something to unwrap a little early
ENJOY 15% OFF (and yes, free shipping)
Use code: lpyunwrap start spreading the cheer
J A N U A R Y LPY.design will open its physical store in Shanghai. Social media such as WeChat and Weibo will be crucial to further raise the awareness for existing customers and to invite new clients to the LPY.design.
Instagram content will focus on Christmas and Boxing Day. LPY.design will re-engage with customers who haven’t made a purchase in some time and reward them with a Christmas promotional code.
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LPY.design will be collaborating with ACNE STUDIOS, to create a capsule collection as it is an important method of exposure. The collection will be produced using recycled polyester fabric in combination with other upcycled materials. Acne Studios was chosen because of its integrity to the artistic vision and the niche approach to clothing which perfectly lines up with our consumers. The collection will feature repurposed & reworked dresses, denim jackets, oversized trousers and shirts. The majority of looks will be in muted colours, with some pops of saturation intermittently. ACNE has many projects and collaborations in their portfolio; however, they are lacking a solid sustainable one. Therefore, the collaboration with LPY.design can be a promising start for Acne to forge its way into the future via ecological innovation. The new collaboration will be announced via press release and promoted on social media. The official launch will be introduced in October, followed by an event held in The House of Fine Art in London.
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LPY.design IN COLLABORATION WITH
July 15th, 2020. Press Release
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LPY.design announces collaboration with Acne Studios LPY.design and Acne Studios form exclusive collaboration to create a capsule collection
LPY.design a fresh premium sustainable fashion brand and Acne Studios, a Stockholmbased fashion house with a multidisciplinary approach, have come up with the responsible partnership. The collaboration comes to life in the form of a limited-edition capsule collection of apparel for women, that include repurposed & reworked dresses, denim jackets and oversized trousers and shirts. Inspired by ACNE distinctive aesthetic incorporating LPY´s oversized silhouettes, this unique collaboration will merge technological innovation in sustainability with artistic minimalism. Acne Studio’s Creative Director, Jonny Johansson, carefully selected each piece, then brought LPY.design into the world of Acne Studios. LPY.design is producing all garments in the collection using recycled polyester fabric in combination with upcycled denim which was a starting point for ACNE. The result is an innovative take on the eccentric and functionality of womenswear ready-to-wear By walking hand-in-hand with Acne Studios, LPY. design can reach out to a more than just artistically oriented audience.
ACNE X LPY.design
“It is important that we inspire people with this collaboration and prove that premium fashion can exist without sacrificing or exploiting the environment and still be approached with art in mind.” - Founder of LPY.design
To unveil the collection an event will held in The House of Fine Art in London in October. Contact pressroom.lpydesign.com for more information Marketing Director Nela Grigelova n.grigelova@contact.com
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international expansion to China LPY.design´s future expansion will take place in China. This is due to the robust luxury market growth and strong spending power of Chinese shoppers. According to statistics from Daxue Consulting, “by 2020, total fashion sales in China are expected to triple its current amount, rising to more than ¥1.3 trillion (£156 billion). The notable growth was mainly driven by strong luxury consumption across key regions, especially the resurgence of luxury purchases by Chinese customers both at home and abroad. This market would be a very beneficial opportunity because of LPY.design' s ethos that can attract Chinese Millennials and Gen-Z audience who highly value design, diversity, and the production process. Shanghai in particular, also called the “Paris of the East” or “Pearl of the Orient” would be an ideal choice because of its cosmopolitan vibe, a foreign-friendly culture, and important free-trade zone. The city saw more than 70,000 new businesses set up in the first five months of last year alone, greatly playing in favour of the brand´s niche elements.
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LPY. designdesign LPY.
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Fashion Revolution Week 23-29 April presents
UPCYCLING WORKSHOP with
LPY.design BE CURIOUS. FIND OUT. DO SOMETHING SPONSORED BY
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pinterest boards
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pinterest boards
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critical path February March April May June July August September October November December January Online website and social media launch Mobile website version launch Digital publication coverage (i-D) Print publication coverage (Gentlewoman) Social media posts Upcycling workshop Photocontest finishes The Conscious Chatter podcast Instagram paid advertising Collaboration announcement with Acne Studios Press release published Fashion film campaign launch LPY.design x Acne Studios collaboration launch LPY.design x Acne Studios collaboration event Capsule collection launch online and instore China expansion announcement Weibo and Wechat development Holiday marketing promotion Shanghai store opening
In a highly competitive and saturated market as the fashion, it can be difficult to have a point of difference that consumers will resonate with and invest in. The critical path depicted above covers the plan for LPY.design from creating various touch points to the one-year creative multi-channel communication plan for 2020. The critical path follows closely in terms of the various methods to guarantee successful brand awareness and to keep the momentum to meet the consumer meets and desires.
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I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed (student)
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LPY.design
for wild hearts