HORA BRAND OUTLINE 2018

b y N I C O L E TA I O N E S C U BRAND OUTLINE

Unique contemporary designs celebrating Romanian heritage, motifs and narratives

A/W 18/19

THE THE THE THE THE

B O A R D

CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE

F A B R I C

9 1 / 8 1 W / A A R O H

BUCHAREST

Pattern Master Digital illustration Embroidery

D I G I TA L P R I N T E D I L L U S T R AT I O N DEPICTING TWO NEIGHBOURS ARGUING MOTIF APPLIQUE & EMBROIDERED ON A T-SHIRT DESIGN DEVELOPMENT

WIDE LEG TROUSER TOILE 1 PATTERNS & TOILE CONSTRUCTION BY GABBY UNSUCCESSFUL FITTING

Unsuccessful fly zip fit Try a side invisible zip instead

CULOTTES length Too long Apply amendments

Unsuccessful pocket fit Apply amendments

TRADITIONAL ROMANIAN WIDE LEG TROUSERS

DESIGN DEVELOPMENT

O u r

e

b r a n d

m

e t h o s

p

h

a

s

i

z

e

s

the creative qualities and sentimentality of the R o m a n i a n p e o p l e

a n d

t h e s e

various artistic expressions.

Romanian

culture

and

its

folk

traditions

contain

and

have

passed

centuries of

the

been due

to

Romanian

the

strong

great on

rural

originality

for character

communities.

H O R A

-

A/ W

18/ 19

C O LLE C TION

-

FABRIC

SAM PLES

Hai să dăm mână cu mână Cei cu inima româna, Sa-nvârtim hora frăției Pe pământul României!

NATIONAL VILLAGE MUSEUM BUCHAREST LOCATION SHOOT

Iarba rea din holde piară!

Piară dușmănia-n țară! Între noi să nu mai fie

Decât flori și omenie!

Măi muntene, măi vecine Vino să te prinzi cu

P H O T O G R A P H Y, S T Y L I N G &

CREATIVE DIRECTION BY ME H

O

R

A

Hai să dăm mână cu mână Cei cu inima româna, Sa-nvârtim hora frăției Pe pământul României!

HORA MEANING

The brand is named Hora after a Romanian traditional folk dance where the dancers hold each other’s hands, sign to music and the circle spins.

This relates to the brand philosophy of cultural unity and the bringing together of modern and traditional values some of which have universal significance:

“Let’s join hands, Those with Romanian hearts To go round the dance of brotherhood On Romania’s land!

May the bad seed disappear May the enmity in the country be gone Let there only be Flowers and kindness among us!

Iarba rea din holde piară!

Piară dușmănia-n țară! Între noi să nu mai fie Hey Wallachian, hey neighbor Come join me, Unity through life And brotherhood through death!”

Hora of Unity, poem by Vasile Alexandri

B R A N D P H I L O S O P H Y HORA is a modern and exclusive fashion brand celebrating Romanian heritage and values.

Romanian culture and its strong folk traditions contain great originality and have been passed on for centuries due to the rural character of the Romanian communities.

Our brand ethos emphasize the creative qualities and sentimentality of the Romanian people and these various artistic expressions.

The goal for our brand is to build a strong emotional connection with our customer and to place our product in a global market.

T H E THE CROSS is the essence of balance: CROSS R E P E T I T I O N

o f

S E A S O N S

T WO NEIGHBOURS ARGUING P E

U M

R T A O T I

M I

the tree evokes death and regeneration.

L i fe W i t h o u t D e at h & Y O U T H W I T H O U T A G E P U R TA M P OV E S T I

T HE CIRCLE

wear

your THE

story CIRCLE

represents THE SUN as well as a symbol of regeneration

POSITION & TARGET MARKET Positioned within the mid-luxurymarket alongside competitors such as Lana Dumitru and Adrian Oianu, Hora offers modern quality designs celebrating Romanian heritage. In an age of mass production, Hora differentiate itself through the desire to produce limited edition and ethically sound garments that are hand manufactured to the highest standards. Our heritage and cultural values coupled with our quality fabrics, high standards, manufacturing processes, sustainable credentials are the most essential benefits to our customer.

The A/W 18/19 Collection uses narratives which centre upon Romanian folk motifs and their meaning and ranges from wool coats, culottes and aprons to organic cotton t-shirts and jersey tops made from end of roll and organic fabrics. The motifs and decorative compositions show a world of ideas and feelings which have ethnic specificity but simultaneously bear an universal cultural value.

Motifs like The Tree of Life (the symbol of Eternity) and The Circle (which represents the sun) are reinterpreted in a modern manner using vibrant patterns and restyled traditional aesthetics.

Hora uses the brand’s website as a key point of sale as well as social media platforms like Instagram and Facebook to promote the brand’s philosophy and connect to their target market.

Hora’s customer is a young professional woman age range 25-35 years old who is searching for authenticity and quality in unique garments particularly those which have a narrative. Sustainability is also leading her to move away from poor quality fast fashion.

For Hora, maintaining native culture and heritage is important to foster creativity and to inspire genuine dialogue among its followers and other cultures.

Hora is a fashion brand for the young professional woman with a keen eye for artisan design and diverse cultures who appreciates unique garments rooted in tradition.

Through her travels and business network she has become sympathetic to varying global cultures.

She regularly visits art galleries and museums and is interested in the creative arts. Her musical taste includes folk and jazz and she enjoys visiting independent book stores for the latest reads and magazines like Kinfolk and LOVE. She lives a healthy life style and is concerned about environmental issues and sustainability and this is reflected in her purchases.

She shops at independent boutiques and charity shops looking for combining atisan pieces with a minimal aesthetic. Quality is important to her and she is prepared to pay more for a garment that expresses her personality. She likes to wear prints that add a splash of colour without being overbearing. She seeks an emotional connection which is provided by the narrative yet she aims to make a statement.

She uses Instagram for inspiration and to connect to others who share her philosophy of life.

Experiencing the varying cultures up close has motivated her to take an active interest in the environment and increased her support of local cultures.

L I F E WITHOUT DEATH & YOUTH WITHOUT A G E

C U S T O M E R

P R O F I L E

D E M O G R A P H I C : Location: London

Age: 25

Gender: Female Education: Degree

Occupation: Graphic Designer Income: £35.000 +

THE THE THE THE THE THE THE THE THE THE

CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE

BUCHAREST HERASTRAU PARK LOCATION SHOOT P H O T O G R A P H Y, S T Y L I N G &

CREATIVE DIRECTION BY ME

THE CIRCLE

represents THE SUN as well as a symbol of regeneration what has been will be again repetition of seasons

death and rebirth of nature

&

P H O T O G R A P H Y,

STYLING

&

CREATIVE

DIRECTION

BY

ME

CREATIVE

STUDIO TEST SHOOT

DIRECTION BY ME

SHOOT

NEIGHBOURS ARGUING

STYLING

ARGUING

TEST

NEIGHBOURS

This social symbol, which in the imaginations of the decorators, mirrors the position of two women in conflict, one opposite the other, is obtained in its simplest form, by the length of the two side arms of the fork.

This motif is usually complemented by accessory lines, perpendicular to the main ones.

It is indispensable from the Romanian traditional ornamentation from almost the entire country and significant for the phenomenon of e t h n o cultural and folk artistic unity.

TWO

P H O T O G R A P H Y,

STUDIO

TWO

Different representations of two neighbors arguing is very popular in the s o c i a l geometric ornaments.

horastyle.com horastyle@yahoo.com https://www.instagram.com/horastyle/

M

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Hora uses Instagram as a main platform to engage and connect with potential customers by

showcasing the brand’s heritage and journey through inspiration images and collages, design

sketches, fabric samples, manufacture process, photography shoots and styling tips. To be part of the brand’s circle, the customers are encouraged to share their Hora Style looks through the hash tags #horastyle which will appear on the brand’s feed.

Also, general product updates and marketing campaigns will include short promotional videos and gifs, competitions, seasonal sale promotions, life stories, interview chats, future collaborations, invitations to events and even internship opportunities.

Hora hopes to form a community base who shares similar values and passion for cultural heritage.

One of our main focuses is to engage in relationship marketing to create direct contact and emotional connections, by being personally present in the locations where our target demographic usually attends. Attending events such as festivals celebrating cultural heritage to create positive associations and offer opportunities for direct marketing and content development. We strongly believe that LOYALTY is driven by a company’s interaction with its customers and building a strong positive customer relationship is at the core of our business model.

Horastyle.com website is a key trading platform where customers are be able to purchase garments, check fabric availability and further engage with the brand through promotional videos and digital

lookbooks which are also available in hard copies. The website will also offer a promotional voucher code with each purchase to encourage customer loyalty.

Hora’s mission is to form a community which shares similar values and a passion for cultural heritage, as well as providing an emotionally positive experience to customers.

One of our main focuses is to engage in relationship marketing to create direct contact and emotional connections, by being personally present in the locations where our target demographic usually attends. Attending events such as festivals celebrating cultural heritage to create positive associations and offer opportunities for direct marketing and content development. We strongly believe that LOYALTY is driven by a company’s interaction with its customers and building a strong positive customer relationship is at the core of our business model.

During the London Design Festival, we intend to participate at the London Design Fair which hosts the largest collection of international exhibitions, designers, brand and country pavilions.

Also, to promote our vision and support local sustainability projects, 15% of our budget will go towards running Sustainable Craft Workshops and local projects, again to provide opportunity to engage with and make lasting connections with prospective customers. The core of these workshops will be to support the education and promote awareness of the need for Sustainability in the Fashion Industry and echoes the wider ethos of the brand. It will share and promote good sustainability philosophies and any profits raised will be invested in sustainable education to school age children, both in the UK and Romania.

Our customer centric approach and focus on consumer experience is what sets us apart from the competition. By focusing on building strong customer loyalty, we aim to build a community in order to drive profit and gain competitive advantage.

BUDGET

PROMOTIONAL BUDGET £2000 for Marketing and Promotional Activities

£400 Branding and Promotional Packaging i

ncluding: business cards, postcards, stickers,

fabric labels, hangers, swing tags and packaging boxes all following the brand guidelines.

£100 Setting up HORA STYLE. com website as

a key trading platform. Customers will be able to purchase garments, check fabric availability and

PROMOTIONAL

B BRANDING

R

A DESIGN

N &

PACKAGING

D p h o t o g r a p h y

I

N b y

G m e

videos and digital lookbooks which are also

PROMOTIONAL

further engage with the brand through promotional available in hard copies. The website will also offer a promotional voucher code with each purchase to encourage customer loyalty.

£1000 Getting involved in various fashion and

design events like the Leeds International Festival and London Design Fair to promote new

collections and interact with potential customers.

Also, it’s our intention to have friends walk around the venues modelling our clothes to generate

interest. This will include entry costs, setting up and all associated travel / models costs.

£500 Renting a weekend market space at

London’s Brick Lane market to engage with the

customers and also get their feedback on designs, fabrics and overall brand aesthetic.

Other advantages of renting a market space are

varied footfall and short term commitment and low costs as opposed to a long term store lease.

PROMOTIONAL

PA C K A G I N

HORA ENVELOPE & STICKERS

HORA P O S TCARDS HORA BUSINESS CARDS B R A N D I N G D E S I G N D E V E L O P M E N T U S I N G M U LT I P L E T E C H N I Q U E S L A S E R C U T, S P R A Y P A I N T, H A N D P A I N T S P L A S H E S , S C A N S , P H O T O S H O P

The form of the hora dance is encapsulated in the logo as a circle which is also suggestive of the Circle of Life and the regeneration of nature.

M O B I L E C O V E R S , B U S I N E S S C A R D S & S W I N G TA G S D E S I G N D E V E L O P M E N T

Unique contemporary designs expressing Romanian heritage, motifs and narratives.

HORA FINAL LOGO: BRANDING GUIDELINES F O N T A M E N D E D : O LY M P U S LOGO : The form of the hora dance is encapsulated in the logo as a circle which is also suggestive of the Circle of Life and the regeneration of nature.

https://www.instagram.com/horastyle/ horastyle@yahoo.com horastyle.com

Unique contemporary designs expressing Romanian heritage, motifs and narratives.

https://www.instagram.com/horastyle/ horastyle@yahoo.com horastyle.com

Q ua lit y M an uf ac tu re

STRENGHTS SU ST AI N AB LE C R ED EN TI AL S H

e

r

i

t

a

g

e Unique Emotional Proposition

OP PO RT UN IT IE S

S WO T

Model could be use for other cultures Mass production opportunity to reduce unit co Concession with a major retailer

No market demand

T H R E AT S

W E A K N E S S E S C o m p et i t o rs Re st r i ct i v e M a r ket p l a c e

Production

time

too

long

to

meet

customer

deman

ost

ds

0

HORA - GARMENT COSTING SHEET - KIMONO TOP

CUSTOMER STYLE NO. PATTERN NO. FACTORY QUANTITY

MONICA SMITH KIMONO TOP 1 HORA STUDIO 1 SUPPLIER

FABRIC THREAD DISPERSE PAPER CUT AND MAKE FABRIC LABELS SWING TAGS PACKAGING

FABWORKS LAU SHOP LAU PRINTING HORA STUDIO CONTRADO BANANA PRINT AMAZON

DELIVERY TO THE UK

DPD

DATE: 01.05.2018

QUALITY/DESIGN

WIDTH

ORGANIC COTTON MISTY BLUE COLOURED THREAD MANMADE STRETCH FABRIC UK HAND MANUFACTURE DOUBLE FACED SATIN KRAFT PAPER CARDBOARD BOX

168CM

RATING

143CM 50MMX35MM 85MMx55MM

439X339X143MM

COURIER

UNIT PRICE £

1/2M 10M 1/2M 2 HOURS 1 1 1 1

TOTAL PRICE £

£6/M £1.00 £2/M £8/H £55 FOR 100 £20 FOR 100 £20 FOR 15

£3.00 £0.10 £1.00 £16.00 £0.55 £0.20 £0.75

£4.95

£4.95

TOTAL MAKE PRICE

£

26.55

X 2.4 = WHOLESALE PRICE

£

65.00

RRP - Selling price direct to customers (x 3)

£

80.00

P

R

O

D

U

W I D E T Hora’s price points are similar to its key competitors but overall profitability margins will be less because of higher overallP production costs

R

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L E G U

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HORA - GARMENT COSTING SHEET - WIDE LEG TROUSER

£154 WHOLESALE PRICE

CUSTOMER STYLE NO. PATTERN NO. FACTORY QUANTITY

MONICA SMITH WIDE LEG TROUSER 1 HORA STUDIO 1 SUPPLIER

FABRIC LINING THREAD ZIP DIGITAL PRINTING CUT AND MAKE FABRIC LABELS SWING TAGS PACKAGING

FABWORKS SCRAPS LAU SHOP AMAZON LAU PRINTING HORA STUDIO CONTRADO BANANA PRINT AMAZON DPD

DELIVERY TO THE UK

DATE: 01.05.2018

QUALITY/DESIGN CORDUROY SILK SATIN COLOURED THREAD INVISIBLE ZIP REACTIVE COTTON UK HAND MANUFACTURE DOUBLE FACED SATIN KRAFT PAPER CARDBOARD BOX COURIER

WIDTH

RATING

142CM/56INCH SCRAPS 20CM 143CM 50MMX35MM 85MMx55MM

439X339X143MM

UNIT PRICE £

2M 50CM 10M 1 168CM 4 HOURS 1 1 1 1

TOTAL PRICE £

£5/M FREE £1.00 £4 FOR 24 £15.6/M £8/H £55 FOR 100 £20 FOR 100 £20 FOR 15

£10.00 FREE £0.10 £0.15 £15.60 £32.00 £0.55 £0.20 £0.75

£4.95

£4.95

TOTAL MAKE PRICE

£

64.30

X 2.4 = WHOLESALE PRICE

£

154.00

RRP - Selling price direct to customers (x 3)

£

190.00

Culotte trousers made from end of roll corduroy with digital printed wide hem and satin pocket lining from scrap fabrics. The Cross motif on the print represents the essence of balance: horizontally it connects people and vertically the people get connected to God. The wholesale price for this pair of culottes is £154 which is justified by being a limited edition with high quality manufacture and ethical persuasion.

0

HORA - GARMENT COSTING SHEET - T-SHIRT DRESS

CUSTOMER STYLE NO. PATTERN NO. FACTORY QUANTITY

MONICA SMITH T-SHIRT DRESS 1 HORA STUDIO 1 SUPPLIER

FABRIC 1 FABRIC 2 THREAD DIGITAL PRINTING CUT AND MAKE FABRIC LABELS SWING TAGS PACKAGING

FABWORKS FABWORKS LAU SHOP LAU PRINTING HORA STUDIO CONTRADO BANANA PRINT AMAZON DPD

DELIVERY TO THE UK

DATE: 01.05.2018

QUALITY/DESIGN ORGANIC COTTON MISTY BLUE ORGANIC COTTON WIDE STRIPES COLOURED THREAD REACTIVE COTTON UK HAND MANUFACTURE DOUBLE FACED SATIN KRAFT PAPER CARDBOARD BOX COURIER

WIDTH

RATING

168CM 167CM 143CM 50MMX35MM 85MMx55MM

439X339X143MM

UNIT PRICE £

1/2M 1M 10M 1/2M 3 HOURS 1 1 1 1

TOTAL PRICE £

£6/M £6/M £1.00 £15.6/M £8/H £55 FOR 100 £20 FOR 100 £20 FOR 15

£3.00 £6.00 £0.10 £7.80 £24.00 £0.55 £0.20 £0.75

£4.95

£4.95

TOTAL MAKE PRICE

£

47.35

X 2.4 = WHOLESALE PRICE

£

100.00

RRP - Selling price direct to customers (x 3)

£

140.00

0

HORA - GARMENT COSTING SHEET - WOOL KIMONO COAT

CUSTOMER STYLE NO. PATTERN NO. FACTORY QUANTITY

MONICA SMITH WOOL KIMONO COAT 1 HORA STUDIO 1 SUPPLIER

FABRIC 1 FABRIC 2 LINING THREAD DIGITAL PRINTING CUT AND MAKE FABRIC LABELS SWING TAGS PACKAGING

FABWORKS FABWORKS FABWORKS LAU SHOP LAU PRINTING HORA STUDIO CONTRADO BANANA PRINT AMAZON DPD

DELIVERY TO THE UK

DATE: 01.05.2018

QUALITY/DESIGN WOOL MINKY LATTE MELTON WOOL GREY SILK SATIN COLOURED THREAD REACTIVE COTTON UK HAND MANUFACTURE DOUBLE FACED SATIN KRAFT PAPER CARDBOARD BOX COURIER

WIDTH

RATING

155CM/60INCH 155CM/60INCH 138CM/54INCH 143CM

50MMX35MM 85MMx55MM

439X339X143MM

UNIT PRICE £

1.5M 1.5M 3M 10M 1M 8 HOURS 1 1 1 1

TOTAL PRICE £

£12/M £8/M £3/M £1.00 £15.6/M £8/H £55 FOR 100 £20 FOR 100 £20 FOR 15

£18.00 £12.00 £9.00 £0.10 £15.60 £64.00 £0.55 £0.20 £0.75

£4.95

£4.95

TOTAL MAKE PRICE

£

125.15

X 2.4 = WHOLESALE PRICE

£

300.00

RRP - Selling price direct to customers (x 3)

£

375.00

H O R A’ S C O M P E T I T O R S

ADRIAN

LANA

MARESSIA

OIANU

DUMITRU

-

-

HARNICIE

CARPET

-

DIEM

COLLECTION STELLA

COLLECTION LANA

SHOP

CARLA

JEAN

DUMITRU

FERNANDEZ

-

A/W

-

SPORTY

-

A/W

2016

COLLECTION

SAPANTA

COLLECTION

2017

COLLECTION

COMPETITORS

LANA DUMITRU ABOUT Lana Dumitru is a Romanian fashion designer and digital artist who has become internationally recognized for her collections that fuse camouflage, technology and old-world traditions together.

USP Dumitru uses humour and pop culture to mix with Romanian traditions because she wants to appeal to a younger audience PRICES Floricica Parka £297 Lacramioara top Scuba £86 Etno Star Sweatpants Scuba £138 Rug Print Dress £79 SIMILAR TO MY BRAND Both brands are celebrating Romanian heritage by using traditional motifs and narratives.

In terms of manufacturing, both brands follow the same model of a made to order local manufacture. Similar position and target market DIFFERENT TO MY BRAND The key differentiating factors between Lana Dumitru and Hora are: - Quality - Hora’s quality of manufacture and selection of fabrics is superior - Sustainability - Hora’s choice of organic and end of roll materials gives the brand grater sustainability credentials.

STELLA JEAN ABOUT Italian – Haitian designer. Experimenting cross-border fertilization, spreading countercolonization, inspiring multiculturalism.

USP Stella Jean’s designs reflect her Creole heritage, and she often works with Haitian and African artisans, incorporating their work into her fashions. Through her use of native craftspeople, she seeks to support struggling countries and communities and preserve their ancestral arts and traditions.

PRICES Short Kimono Jacket £722 Culotte Trousers with placed print £592 Tube Dress with ribbon belt £505 Off-the-shoulder top with Cholita inspired embroidery £1.213 SIMILAR TO MY BRAND All brands are similar as they incorporate their heritage and traditions into their designs.

They all provide bespoke designs for the mid to high end market segment.

- QUALITY DIFFERENT TO MY BRAND The key differentiating factor is the close engagement, relationship and direct support of local craftsmanship. An approach that Hora is looking to follow in the future.

- PROCESS - Stella Jean’s collections are mass produced and are released each seoson whereas Hora’s collections are limited edition and made to order.

- SENTIMENTAL VALUE - Hora focuses on buiding an emotional connection to its customers through heritage and narrative.

THE TREE OF LIFE

BUCHAREST OLD CITY LOCATION SHOOT P H O T O G R A P H Y, S T Y L I N G & CREATIVE DIRECTION BY ME THE TREE OF LIFE

O

U

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P

U

T

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• A collection of 4 outfits: Kimono Coat, Kimono Top, Strap Tube with Apron, Wide Leg Trousers with digital print hem, Straight Leg Trouser with digital print hem, T-Shirt Dress, Tube Dress with Gilet.

•

Studio and location photoshoots

• Branding & Promotional Packaging to include: logo, business cards, fabric label, swing tag with laser cut logo, post cards, stickers • Marketing Strategies: Instagram, Website, Advertising Campaigns, Events, Workshops •

Promotional video

• Lookbook

le/ https://www.instagram.com/horasty horastyle@yahoo.com horastyle.com