a.r.s
developed by: nicolette.c.capizzo
Material Innovation : Accessories for The Minimalist 1
2
A BSTRACT :
This ‘notebook will delve into the concept development, brand development and product development of the accessory line , ARS. The primary purpose for developing ARS was built off appreciation for hardworking individuals. This purpose became the beating heart of the brand. ARS accessory development made this inspiration tangible through innovation in textiles and form. ARS has made it there mission to celebrate the toil of the workman while showing the beauty within the artisans work. While ARS creates a rare premium product that truly redefines the meaning of ART: to fit or to join. As a Start-Up there is a bright journey ahead. This document is the detailed guideline, which ARS refers to when developing their Start-Up. It includes: the ARS brand identity, market research within the target audience, market and trend potential, the current market climate, competitor analysis, along with the ARS branding, promotional strategy, and product assortment. This document ensures that the ARS brand will optimize business opportunity in the ‘lux’ accessory sector by analyzing the target market, and climate of the accessories industry along with the competition within the marketplace, ARS was able to develop a brand strategy based of these factors.
WHAT
WHY
HOW
Brand Development : Product Development ars=art
THERE IS A LACK OF QUALITY PRODUCTS that push material innovation while pairing functionality. an alternative to leather
creating a product that is used in everyday life from ‘workmens’ materials
3
4
CON T EN TS : identit y
emotionally resonate with cus t omer
cus t omer prof ile
49
produc t assor tment + cos ting + spec sheet s
brand s trategy
43
where AR S will go f rom here
produc t
39
create an image and visually identit y
promotions & P OS
33
where we c an place within the marketplace
branding
23
market research and trend research
competit or analysis
15
under s tand target market
research
7 pg.
62
how AR S will develop and move f or ward 5
next :
6
identit y
7
BR A ND I DEN T I T Y : WHAT ARS that
is
a
developing
breaks
the
brand
conventional
standards by magnifying what is essential and splicing out the excess. The project works to clear the traditional standards of luxury. It suggest a minimalistic alternative through
to the
accessories exploration
unconventional and
materials
form. ARS
unique
of
is
premium
creating
product
a
that
redefines the idea of art through accessories. Mission The
philosophy
is
simple.
Celebrate the craft and the toil of the workers and embrace the art that is created. Vision A
minimalist
accessories exploration
of
alternative
through
to
the
unconventional
materials and form. ARS creates an alternative to quality leather products. 8
About : Who: With academic training in fashion marketing and experience in design from Savannah College of Art and Design, Nicolette Capizzo approaches product design with an unusual and acute honed eye. Her work often demonstrates experimentation with uncommon materials. As shown in the outcome of the ARS collection, her handmade fabrications foster the rawness and irregularity of the chosen materials. Her work has showed a perceptive respect for the past through the use of materials and hardware.
What: Minimalist bags and accessories focusing on functionality through utilitarian shapes and fundamental materials like canvas, wood, rubber and hardware. When: Concepting 2014 Where: Detroit, MI The Look: A mix of industrial shapes, workmen’s toil, and Japanese playfulness
9
PRODUC T I DEN T I T Y :
Style:
weather protection available. ARS has worked to create a
Each accessory is made of a
rare product that demonstrates
7-10 oz duck canvas, which is
The
creativity,
and
used because of it’s durability
accessories offers a simple,
by
the
and practicality. This “tougher
yet unique form to function
individuals
of
than nails” fabrication is then
approach.
working man and women. ARS
manipulated
takes
takes an alternative approach
coating to add a water sealant.
passion.
individuality Inspired
hardworking
to
produce
accessories
of
innovative quality. Technology: ARS accessories camouflage some of the highest level of
10
with
a
rubber
“Celebrate the craft and the toil of th e workers and embrace the art that is created”
aesthetic
in
The the
of
the
collection
practicality
of
the material, while creating minimalistic innovation within each
piece.
appearance
The
sartorial
within
the
fabrication and manipulation of
the
piece
aids
to
the
quality construction of each part. Due to the production
process each design is very
upon.
individualized, thus creating
canvas and rubber has worked
functionality to the piece, but
one of a kind pieces for one of
to
an
a kind peoples. Fabrication:
The
combination
clear
the
standards
of
of
conventional luxury
by
fabric has
the
pr ocess
manipulation, created
a
artistic
inorganic
creates appeal. gradient
a
sealant With
of
an
rubber
application each piece takes on
and editing out the excess.
it’s own unique characteristics.
of
fabrications, the ancestry that
ARS
stands behind the workmen’s
product
only
magnifying what is essential Looking back to the roots of Through
not
material
became
the
heart
quality that is second to the
of the brand. What sets this
leading accessories material,
fabrication apart is the inside
leather. The simple and raw
out approach to waterproofing
material format has created
the material. The rubberized
a foundation for ARS to grow
coating added to the canvas
“ I am tomorrow, or some future day, what I establish today. I am today what I established yesterday or some previous day.” James Joyce, Irish 11
Va lu e s : + Art Art reveals : Art Transforms
+ Aesthetic The artistic beauty the pushes development
+ Creativity New way of doing the ordinary: innovation
+ Integrity Acting in line with beliefs while taking pride in the craft
+ Knowledge Innovative mindsets, truth and understanding: knowing the product is caring about it
+ Teamwork Learn from one another
+ Perseverance Tenacity in doing something despite difficulty or delay in achieving success.
12
13
next :
14
target cus t omer
15
Young Digerati 1.28% Up-and-Comers 1.38% Second City Elite 1.35%
TARGE T CUSTOMER :
The ARS customer falls within
two
primary
life
stage segments; Young Achievers Affluent
and
the
Empty-Nested.
Members
of
these
life
segment groups tend to be midscale to upscale with a medium household income
ranging
$50,633
-
Spanning 25-55+
of
$86,555. from
the
age
consumer
emotionally connects on an aesthetic level with brands.
Both
purchasing fall
groups decisions
upon
durability,
quality, refinement
and craftsmanship of a product.
16
0
0.2
0.4
0.6
0.8
1
1.2
TA R GET CLIENT: Upon looking at the overall encompassing life segmentation, ARS more specifically focuses on three social subdivisions that fall within the life stage division (previously stated). Since ARS merchandise caters to a minimalistic quality product there are several markets to consider when targeting customers.
The ARS customer embodies an active lifestyle rich in travel and culture. While their neighborhoods are found across a variety of landscapes from urban to smaller towns the customer still embodies an affluent way of life. Understanding the ARS market creates the utmost potential for quality customer experience as well as understanding of the clients wants and needs. Understanding the three social segments; “Young Digerati,” “Up and Comers” and the “Affluent Empty Nest.” The mix of individuals shares the desire for unique products that embody quality craftsmanship and durability. The key to success falls within the production of the product that not only lasts but creates a consumer confidence and excitement about the product and the brand. The
page
preceding
shows
the
social
segment break down of the clients lifestyle and often demography traits of the social subdivisions highlighted above.
17
TA R GE T CLIENT OVERVIEW:
Young Digerati
Second City Elite
US Households: 1,530,460 (1.28%) Median HH Income: $88,217
US Households: 1,649,098 (1.38%) Median HH Income: $50,863
US Households: 1,608,531 (1.35%) Median HH Income: $77,399
Lifestyle & Media Traits
Lifestyle & Media Traits
Lifestyle & Media Traits
Shop at Bloomingdale’s Travel to Asia Read Dwell Audi A3
Order from priceline.com Travel to South America Read Cigar Aficionado Nissan Altima Hybrid
Shop at Neiman Marcus Collect art Read Smart Money Lexus ES
Demographics Traits
Demographics Traits
Urbanicity: Second City Income: Upper Mid Income Producing Assets: Moderate Age Ranges: 25-44 Presence of Kids: HH w/o Kids
Urbanicity: Second City Income: Upscale Income Producing Assets: Elite Age Ranges: 55+ Presence of Kids: HH w/o Kids
Demographics Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 25-44 Presence of Kids: Family Mix Employment Levels: Management Education Levels: Graduate Plus 18
Up-and-Comers
Employment Levels: White Collar Education Levels: College Graduate
Employment Levels: White Collar, Education Levels: Graduate Plus
.08
.14
.11
.13
.13
.13 .12 .16
Innovat ors
T hinkers Achievers Experiencers St rivers Makers Survivors
Believers
TA R GET SEGM ENT: The
final
category
that
distinguishes the ARS customer further
is
the
VALS
character
description. Thus naming the ARS client as an innovator as well as an achiever. Understanding the impressive functional facet that corresponds with the two types of consumers, ARS will be able to marry consumer expectation within the corresponding desire for unique aesthetic paired with quality craftsmanship.
19
This ARS customer is within an era where the consumer is apart of ‘the maker community.’ With a strong emphasis on ‘experience’ ARS is jumping into a market with strong potential for product and brand demand.
20
TARGET SEGM ENT OVERVIEW:
.10
.90
Innovators:.10 Innovat ors
ALL
Innovators are successful, sophisticated, take-charge people with high self-esteem. Innovators are .14very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and .90
government, yet they continue to seek challenges. Their lives Innovators
ALL
are characterized by variety. .86 .14
Achievers
all
.86
Achievers: Achievers
all
Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices. 21
next :
22
research
23
Current Climat e:
The USA fashion accessories business is a lucrative market over the past two years the industry has seen product demand and s ales
MARKE T RESE ARCH :
increase. US industry sales grew 5% in 2012
Looking into the market there is
The growth was driven mainly by strength in the
opportunity for ARS to establish
handbags, small leather goods and sunglass
an
product
markets. In these categories, average price
mix is unique and innovative fitting
growth contributed to the sales increases since
in
community’
consumers were willing to spend a bit more
market that is on the rise. Today,
on quality, branded merchandise. In 2014,
the market is often flooded with
revenue is expected to grow by a healthy 4.0%,
leather accessories which account
signaling the return of consumer spending on
for 66% of all domestic handbags
affordable luxury. (reference usa)
accessory with
the
line. The ‘maker
following a 4% increase from the year before.
shipped within in the United States, however, ARS is taking a spin on
Handbags:
the leather quality and functionality characteristics and is creating a new product line that hasn’t been
According to industry statistics, there were
seen before. ARS is jumping into
an estimated 517 establishments engaged in
a market that is planned to reach
manufacturing women’s handbags and purses
$9.0 billion by 2015.
of leather, or other materials. Valued at $3.35 billion, industry-wide employment was 4,157 the majority of whom (2,982) were employed manufacturing
women’s
establishments
were
handbags.
located
in
Most
California,
New York, Texas, and Florida, with New York responsible for $3.21 billion of the industry’s total shipments.
24
H is to ry/Global Climat e: Due to the economic recession in the US, the market for handbags witnessed a sharp decl ine in 2008 for the first time since 2003. Along with declining domestic demand, handbag exports from the US also witnessed a fall. The industry has also faced a major threat from counterfeiters and increasing level of maturity in the market. China and India are emerging as important markets for EU and the US handbags on account of there growing per capita income. These countries offer cost advantages in terms of lower labor and raw materials cost.
Pot ent ial:
Handbags most fashion
are
considered
desirable items
and for
the
popular
women.
In
addition to being comfortable, convenient
and
user-friendly,
handbags enable consumers to make their own style statement. Though handbags are made up of
material
goods,
however,
with the progression of time, handbags are now recognized as a status symbol signifying power and wealth. The desire to look stylish, suave and create an individualistic fashion statement in the community has created the need for handbags.
25
M a rk e t O p p o rtu n ity:
Food for Thought According
to
the
World
Handbag
Report the Untied States has become a
dominating
force
in
the
luxury
handbag market. The report looked into several markets around the world and collectively gathered over 120 million on-line searches; the content demonstrated
a
substantial
global
demand for luxury handbags. The United States however is capturing a monumental number of searches (48%)
thus
retaining
the
largest
market for ‘lux’ handbags.
US 47.95%
Brazil 2.74%
“A rec ov er ing e c o n o my a nd sur ge i n o n -lin e s ale s has f u eled the de m and fro m Am e r ica n h an d b ag c onsum er s t o th ru st the m ar k et i nto th e num be r one p o sition.” 26
uk 11.43%
Germany 5.03%
Russia 3.54%
Italy 5.27%
France 9.61%
China 10.38% japan 3.22%
27
Women’s
BEHAVIOR :
Fashion apparel and accessories are the fastest growing e-commerce category in the US and the second largest after consumer electronics and it’s worth remembering that accessories are far easier to
80%
of
all
purchases
are
made by women.
sell on-line than clothes.
“With accesso ri es, y o u a r e not ta lki n g o f si z es a n y m o r e , unless yo u are t al k in g a b o u t shoes an d t h at i s a n o th e r matter — i t i s mu c h e a s ie r to sell a b ag o n - lin e th a n r eady- t o - w ear, ” sa id Pu c c i.
Bu yin g
The bag holds four key behaviors: 1.
The
bag
is
a
means of control 2.
The
bag
is
a
comfort zone 3. The bag conveys a message 4. The bad creates
L u x u ry B ran d Mea ning:
a personal identity. Understanding the a
behavior bag
allows
knowledge
of for
behind
what the customer wants
and
needs.
By identifying four platforms:
c onvey,
create, comfort and control. Each Physical and psychosocial attributes of luxury brands
offer
springboard
a to
T h e g ra ph is a r epeat e d me a s u re th a t i n v e s ti g a te s the rel ati ve i mportance of
making a meaningful
t h e thre e f ac et s ; ex pr e s s i v e , i m p re s s i v e -fu n c ti o n a l , and i mpressi ve emoti onal .
connection
T h e gra ph r ev eals t hat l u x u ry b ra n d s a re m o re o ften l i nked to the i mpressi vef u ncti onal ( M = 5. 8) and th e i m p re s s i v e -e m o ti o n al (M= 4.8) facets than to the
28
ex pr e s s i v e fa c e t (M = 4 .4 ) o f l u x u ry brands.
women.
with
L u xu ry? There are six main distinguishing factors that signify luxury. Today we are in an industry that luxury is more than just the price one pays. The luxury market is ‘democratised’ and many new luxuries have appeared that are defined as well-designed and well-crafted goods. The six main reasons that build the functional, reward and indulgence facade of luxury are: 1. exclusivity 2. uniqueness 3. scarcity 4. premium price 5. excellent quality 6. aesthetics IMPORTANCE FOR ARS The importance for ARS is to set themselves apart through there unique product but also understanding what a quality customer expects. By understanding the top market allows ARS to distinguish a strategy that fits within the target customers mindset.
29
Locally Sourced Ret ail: Big name retailers are looking to reconnect with their communities and are sourcing and supporting local artisans and designers in third party collaborations.
T REND RESE ARCH : ARS is based upon the unique quality crafted accessories. That
being
said
fashion
trends, inspiration, color etc are looked at but not taking into to much consideration. The inspiration that sparks the
creativity
within
By bringing locally-sourced, unique products into bigbrand stores and sites will continue to encourage the development and widespread recognition of independent talent. This is great for start-up brands like ARS, with unique style and product mix the market is developing into a gateway operation that will help small timers grow (aka ARS).
ARS
steams from the people and places
they
experience.
ARS is breaking the bond by creating a lifes tyle that has ride itself of any conventional restrictions; no season, no rules thus fostering a value of freedom and elegance. However,
it
is
most
within culture, environment, politics,
technology
etc.
This allows for knowledge based design and invention along
with
a
knowledge
behind successful branding strategies.
30
space ninety 8
important to look at trends
S p e a k o f R emarkable Things This season is preoccupied with the small, the marginal and insignificant details that often fall to the wayside. Unveiling the beauty that can be found in the background of everyday life, it takes a moment to stop, to pause and to appreciate the gentle power of gratefulness.
M o dern E tiq u e tte This story looks to find a new etiquette for a new generation. The season focuses on the good civilities and graces of old. The modern return of the elegant gentleman.
T h e N e w C rafts me n A recreation of craft and its roots, this theme celebrates the skills that have been honed over the c enturies and continue in a contemporary way. This trend features ordinary artisans doing remarkable things.
31
Mat erial Trends: Right Product, Right Place, Right Time Miscellaneous Splash : Cool Minimalist : Effortlessly glamorous, contemporary footwear and bags call for basic materials and cutting-edge surfaces. Modern material mixes juxtapose raw and matte with smooth and glazed / Lamb, calf, kidskin, canvas and fine exotics / Ethereal, neutral color palette / Mirrors Core footwear design development
Future Craft : Technology and modern innovation meet art and craftsmanship with synthetic and leather mixes for bags and footwear. Artisan influences evolve with a modern aesthetic / Hand-painted patterns / Hand or mechanical braiding, lacing, knotting, knitting and interweaving become commonplace
32
The multi-material trend remains an important style story for S/S 15 bags and footwear. Color and material blocking and paneling / Clashing nuances and combinations / Art influences / Aligned with Vibrant Pairings components concept
Mineral Essence :
Foil Update :
Rare and irregular timeless minimalism pieces are
Foil finishes reemerge for all material categories,
inspiring the concept designs. Skins and alternative
bringing oxidized glitz to holiday bags and a diverse
materials continue to impact accessory developments
range of footwear.
with nature- and mineral-inspired qualities. Blingy metallic coatings transform into matte-shine New stone-glaze effects / Raw-essence appeal
foils / Irregular splotch and weathered placement
remains popular / Authentic, weathered surfaces /
finishes take over from allover foil prints / Retro sil-
Sought-after irregularities and “perfect� imperfections
ver-foiled leathers strengthen Mod references
Engineered Mix : Sophisticated mismatches of leather, wovens, knits and non-wovens emerge as a novel material trend for footwear and bag design. Medley patterns of colored reptile / Canvas with nappa / Full-grains match with brushed surfaces / Patchwork collages or seamless combinations / Printed hides merge with solid leathers
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next :
34
competit or analysis
35
By
understanding
whats
out
there
whether
it
be
brands,
products, innovation etc. ARS is able to competitively analyze the marketplace. By taking a detailed look at competitors ARS is able to establish two key points: ARS is able to size up direct
COMPE T I TOR A N A LYSIS :
and indirect competitors that are already present in the market. Looking at what ARS competitor companies are doing, how and why they do it, allows ARS to create a competitive advantage.
Emerging Brands: Mansur Gavriel - Popular new la bel concentrated on lasting quality and chic minimalism at a contem porary price point. Kara - Simple, city-friendly bags and backpacks featuring strategic zippered compartments and tactile accents. Jujumade - Artsy handmade Los Angeles line combining raw cut leather and ceramic accents. Time’s Arrow - NYC-based collec tion designed to expand like ori gami with hidden, hyper-organized interiors. Benedetta Bruzziches - Rising Ital ian brand of fantastical and sub versive statement bags.
PRODUCT PRICE ASSORTMENT Mansur Gavriel
Kara
Jujumade
Time’s Arrow
Benedetta Bruzziches
$165 - $485
$160 - $470
$185 - $540
$275 - $1195
$778 - $1118
36
B R A N DS TO EM ULATE:
Produced
DIRECT MARKET :
INDIRECT MARKET:
Angela & Roi
(Private)
(Public)
in
Korea
using
100%
vegan
Google’s mission is to organize the world’s
materials, Angela & Roi is a vintage-inspired
information and make it universally accessible
collection with a modern concept of charity
and useful. Founded in 1998 the search
and sustainability, committed to alternative
engine has fostered a reliable web browser
materials as wel l as donating a portion of
that serves millions.
profits to a host of worthy causes. Benefi ting
#1: Focus on the user and all else will follow.
everything from AIDS research to skin cancer
“Since
organizations, the brand’s simple satchels,
providing the best user experience possible.
briefcase bags and totes come in basic
Whether
neutrals
plums,
browser or a new tweak to the look of the
forest greens and oxblood. With refined gold
homepage, we take great care to ensure that
hardware and a high-quality hand, these
they will ultimately serve you, rather than our
vegan pieces don’t sacrifice sophistication.
own internal goal or bottom line.”
and
wearable,
seasonal
the
beginning,
we’re
we’ve
designing
a
focused new
on
Internet
THE TAKE AWAY for ARS is to have a purpose. Successful brands are built upon a purpose and a reason why. A reason why a customer would want to resignate with a brand drives the root success within a company.
37
S .W.O .T:
STRENGTHS — ARS stems from their core mission : “The philosophy is simple. Celebrate the craft and the toil of the workers and embrace the art that is created.” It is through the sory of these hard core functional and waterproof accessories that speaks to the customer. The story behind the product encompasses the aesthetic and attitude of the brand. ARS will ground themselves upon their originality and loyalty to there customers and product quality. . OPPORTUNITIES — It is through ARS vision that a minimalist alternative to accessories has created an opportunity through the exploration of unconventional materials and form. Through crafted design made out of high-quality materials which are made to last the product speaks for itself. The market trend is demanding high quality and practical products. ARS is filling the demand while creating an alternative to leather. ARS
see’s
threats
as
strengths
and
weakness
as
opportunities. It is in ARS best interest to understand the marketplace, yet not dwell on what the “up’s and down’s” are. F or ARS it is about who they are, what they stand for and why they stand for it. All else follows. Therefore in a S.W.O.T analysis it is non-beneficial to ponder at the cons but rather take them and make them opportunities and strengths. 38
U n d e rs t an d in g C o mp e tito rs Looking into the ARS competitive market
place
visually
see
allows ARS how
to
companies
did it. By understanding and analyzing is
able
a to
company
ARS
understand
the
marketing strategies in which the brands where built upon. By looking at what the existing market place has ARS is able to see what direct competitors are doing and how they are doing it. By looking on a larger scale, a company like Google, it is important to see how they built such a strong foundation that supports so many. Although all the companies that where looked at are displaced throughout the United States, they held values that where in line with ARS, as well as an aesthetics that ARS could
connect
with.
These
direct and indirect competitors have given ARS the insight on brand building while building product identity. That ARS will need to understand in order to succeed.
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next :
40
branding
41
maven pro black
BR A NDING : The
primary
purpose
for
developing ARS was built of an awareness for hardworking individuals.
So
often
the
perception of reality is skewed to
This sans-serif typeface was designed in late 2010 by designer Joe Prince, courtesy of Vissol Ltd. It was part of a small, on-going project that quickly led into something great. Maven Pro’s unique curvature and modern forms make it very distinguishable and unique when in context. It blends styles of many great typefaces and is suitable for any design medium.
a.r.s a.r.s a.r.s a.r.s a.r.s
FONT :
a.r.s a.r.s
be so marvelous. Yet the truth in the matter is that labor-ous hours
MAVEN PRO
go into what is truly beautiful.
REGULAR
Knowing and understanding what
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
really is beauty found its way into the development of ARS. ARS wanted to harness the raw beauty within the workman and artisan, thus inspiring
the brand and
MAVEN PRO
MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
collection. The term ARS is built of the indopean name for ART the verb can be defined as to fit or join, thus the combination of materials. Pushing this concept future the
MAVEN PRO
BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
mer-gent of raw canvas and rubber founded the idea for the toiled workman’s craft while being joined by the beauty in the artists canvas. With the development of such a core purpose it is important for ARS to develop a lighthearted airier side that is also reflected in the brand identity. 42
ar s
C=0 M=0 Y=0 K=10
C=0 M=0 Y=0 K=30
C=0 M=0 Y=0 K=60
C=0 M=0 Y=0 K=80
C=0 M=0 Y=0 K=100
Use Maven Pro Black for logo font. With a spacing of 100
LO GO :
ra ra
a.r.s
a.r.s
Because of the simplistic silhouette and implementation of wooden ‘toy-like’ block structures the brand development took on a fun demeanor. Within the production of ARS it was a determining factor to stay playful and exciting during the branding of the company. ARS established an emblem that replicas that of a smilie face yet also has a distinguishing alphabetical resemblance to the word ARS. Maintaining that emblem throughout our product we will fit the duo concept of sophistication and lightheartedness within the brand identity.
43
next :
44
promotions & point of sale
45
ARS start-up will be focused on e-commerce retailing and trade shows. With onlineetailing leading the way within the industry of fashion and retail, ARS will take advantage of such a minimal overhead environment.
PROMOT IONS & P OS :
With limited resources ARS e-commerce site will allow ARS to gain exposure for the brand along with the product at a lower start-up cost. The best way to achieve this success will be to maintain a fresh, relevant content base within e-commerce.
Today
a seamless omni-channel experience is the
key to reaching the customer and meeting expectation. Seamless omni-channel experiences ask two things of a retailer: have one view of the consumer and one view of the inventory. With such an increase in ‘one stop shopping’ retailers must offer a consistent and simple message across all channels of the users experience. In doing so ARS will not only formulate a brand and product identity on-line but a lifestyle image for the brand. Looking further into the success of ARS this form of retail will not only help start-up ARS but create an answer to the needs in the marketplace. With online retail we will be able to track customer activity, this will allow us to gain a better understanding of what our customer will be looking for. So you may ask isn’t this being done? YES, however, using information about individual consumers to create a personalized experience with them in-store allows ARS to bridge the gap between big-data analytics (highlighted in research) and human interaction at its most basic and tangible level. ARS will not stop there, they will design for what the customer is asking for thus fitting the ‘need’ and ‘want’ of the customer’s expectations and desires. 46
“Don’t use technology for technology’s sake – use technology to answer a need in the marketplace.” ARS brand identity is already acknowledging the customer’s lifestyle thus knowing and understanding this will en-turn help the business to improve peoples lives. This innovative brand will push the already established boundaries of customer expectation to further heights. FACT: “Seventy percent of all shopping-cart items are abandoned before purchase, which makes a clear case for synchronized carts across channels. Reminder emails sent out after cart abandonments have a clickthrough rate of 14% with 42% of those completing the purchase.”
FACT: The rapid rise of mobile and
technology is changing the way we communicate how we do business. Its impact is evident in the way smartphones are
dominating the market in developed countries and are rising in emerging markets. It’s projected that
$918 million worth of smartphones
will be sold by
the end of 2013. Tablets are even expected to outsell PCs and laptops by next year.
47
Tra d e S h o ws :
ARS will selectively position themselves in the market place by targeting key trade shows that will help create awareness around the brand. A strong brand recognition
02
Los Angeles Trade Shows In the Area
will position ARS in a successful direction for building a positive brand identity. Through the use of a strategic strategy ARS has strong potential for growth and opportunity. Shows To Look At: Within the United States Knowshow Stylemax
02 Chicago
Trade Shows In the Area
Fashion Coterie Sole Commerce Coast Trade Show Capsule Designer and Agents KingPins Washiongton DC International Textile Expo Atlanta apparel
07 New York
Trade Shows In the Area
Outside the Untied States: Bread & butter Premiere Vision Premiere Classe Mipel Intertextile Shanghai Apparel Fabrics Titas Taipei Capsule Designer and Agents Kingpins 48
04
Paris France Trade Shows In the Area
W HY: Looking to grow, the attendance of trade shows (when budget allows) will help expose the brand to a broad range of individuals in addition to building relationships, brand identity, and exposing the accessories world with their new innovative product line. A statistic showed: 83% of exhibitors agreed that “Building, expanding brand awareness” is a high-priority marketing-related objective for trade shows. The next two objectives tied at 63%: “New product promotions, launches” and “Brand awareness reinforcement.” Looking into the success of the ‘trade show world’ 81% of trade show attendees have buying authority. Which means more than 4 out of 5 people walking the aisles are potential customers for exhibitors. The key to success for ARS will be to maintain the high quality approach and appeal of the brand. 84% of exhibitors look to quality as being the most important factor when deciding whether to exhibit or expand a booth size. This is an important factor to consider for future growth an expansion.
49
next :
50
produc t
51
PRODUC T AEST HE T IC: Finding Inspiration: The
ARS
very
label
is
minimalistic
therefore looking at things in the simplist way is key. The way the
workman
artist
begin
blank
canvas
inspired
and on
the
collection.
+
52
=
a has
ARS
Color
follows
the
minimalistic
tone of the collection. The ARS collection looks to a monochrome color palette.
monochrome Row 1 11 4800 Pantone 16 4703 Pantone 18 0306 Pantone 19 0506 Pantone 19 1111 Pantone 19 0303 Pantone TCX/TPX Blanc TCX/TPX Ghost TCX/TPX TCX/TPX Black TCX/TPX Black TCX/TPX Jet de Blanc Gray Gunmetal Ink Coffee Black
53
The graph to the right represents the average percentage of assortment ARS will carry for the particular style. This average allows ARS to look at the
product
assortment
and
plan
for costs. ARS is in concept, so to
PRODUC T A SSOR TMEN T:
understand the product and am ount of product that will be produced allows for
a
strong
strategy
development
to support an optimum amount of opportunity while minimizing risk. BAGS. PURSES. CLUTCHES. BACKPACKS. TOTES. SATCHELS. SMALL ACCESSORIES.....AND MANY MORE
54
3 .20
2
.20
1
.15
4
5
ARS CONCEPT first collection will consist of five different styles, the (1) grab-bag, (2) beauty-pack, (3) day-pack, (4) toiled clutch, (5) duty tote. These styles will be consistent from collection to collection however, style and
.30
silhouette will vary from each collection. Each Collection
.15
will be produced in an assortment of colors weather white or black canvas is used. These styles are the stationary
backpacks
clutches
purses
totes
small accessories
silhouettes that will be seen however, another focus will be on small accessories.
Innovat ors .08 T hinkers .11 Achievers .13 Experiencers .12 Believers .16 St rivers .13 Makers .13 Survivors .14
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
55
Grab-Bag What: Cross Body Bag
Material: 7 oz canvas & rubberized coating
Usage: Day to Night
OVERALL All accessories can be made of a white or black canvas along with a white or black rubber
Beauty-Pack
coating. What: Make-Up Bag
Material: 10 oz canvas & rubberized coating
Usage: Daily necessity compartment
All bags are made with a rubberized strap. This is for the comfort of something resting on your shoulder or arm.
Day-Pack The blocks are detailed What: Back-Pack
Material: 10 oz canvas & rubberized coating
Usage: ANYTHING AND EVERYTHING
pieces that are added to the bags. Some act as closing structures. ALL BAGS have the paired material base:
Toiled Clutch
canvas and rubber What: Oversized Clutch
Material: 7 oz canvas & rubberized coating
Usage: Dress up or down and or use for laptop/ i-pad
This feature is the essence of ARS. The beauty of hard vs. soft elements combine to create the quality craft. Yet the true beauty al-
Duty Tote
ways prevails: The bags ‘celebrate the craft and What: LARGE Tote
Material: 10 oz canvas & rubberized coating
Usage: ANYTHING AND EVERYTHING 56
the toil of the workers and embrace the art that is created.”.”
a.r.s TOILED collection Square One Remove EXCESS Magnif y Essentials Embrace the ART IN CR AF T
Product Information: CostSheet Sheeet Product Information: Cost Orginal sAmple ORIGINAL SAMPLE COLLECTION: A.R.S STYLE #: ARSFW 01 CATEGORY: Tote Handbag
SEASON: Fall/Winter SIZE: One Size DATE: May-15 Yardage/Unit 1 0.5 0.0625
Material 60" Canvas 10 oz Liquid Rubber 14 oz can Leather Hide
$ $ $
US$/yd
Total Amount (US$) 3.50 $ 3.50 10.25 $ 5.13 17.00 $ 1.06
Total Material: Amounts/ft 4 9 2
Trims/Findings Eyelet Black-Large 1/4" Neoprene Rubber Tubing Wood block
$ $ $
US$/Unit
1.75 57.99 12.99
Total Trim/Findings: Labor Pattern Maker Sew Rubber Application Wood block Application
Hours 2.5 1.15 0.3 1
Total Cost $ Wholesale Price(Cost x2) $ Retail (WS x 220%) $ Gross Profit $ Markup % Gross Margin %
77.35 154.70 340.35 263.00 340% 77%
$ $ $ $
Hrly wage US$/Cost Per Week (40 hr) 15.00 $ 600.00 10.00 $ 400.00 7.50 $ 300.00 9.38 $ 375.00
$
9.69
Total Amount (US$) $ 0.44 $ 6.44 $ 0.15 $
7.03
Total Amount (US$) $ 37.50 $ 11.50 $ 2.25 $ 9.38
Total labor:
$
60.63
Total Cost:
$
77.35
57
Product Information: Cost Sheet
Product Information:
Collection Style # Category
A.R.S: Original Sample ARSFW 01 Tote Handbag
Season Size Date
Material Main Fabric Trim Label Fabrication
Item Description
10 oz Canvas Eyelet Black-Large 1/4" Neoprene Rubber Tubing Wood block Leather Liquid Rubber
Exterior: 13" by 16 " by 5.5 Four Eyelets/Grommets for straps Neoprene rubber tubes: Cut 1= 4 ft. Cut 2= 5ft. Two wood blocks 2" by 2": one square one rounded Signature logo leather laser-cut tag Fabrication detail painted on
Sketch
58
Fall/Winter One Size May-14
Evaluated costs
Through ARS research, the cost sheet highlighted on pg. 55 shows the ideal sample pattern costs of production that will still generate a sufficient profit margin. Margins for ARS exceeded a 300% profit within the Original Sample making costs. This mark up ensures that profit margins can be maintained for a successful business strategy, allowing for future growth and opportunity. Understanding that the costs where looked at on a sample making level, there is opportunity for cost to continue to decrease if large orders. However, looking at the pattern sample costing ARS is able to generate a preliminary costing for the brands Tote Bag. This will allow ARS to have a strong unerstanding for product cost, thus keeping in perspective gross margin percent and profit. Understanding these foundational blocks eleminates the fear of eroding margins. ARS plans for significant growth in the future, where orders placed will include larger quantities thus lowering initial costs.
59
Product Information: A closer look of Tote Body Handbag/Prototype Spec Company
ARS
Classification
Accessories
Style #
ARSFW 01
Season
Tote F/W 2015
Description Tote Handbag
Content Rubberized Canvas Colorway
Gradient Black
Designer Nicolette Capizzo
Materials
10 oz canvas
Straps
Construction
Folded Edges
Eyelet
3/8in OD 1/8in ID Band/Sling Thick Walled Neoprene Rubber Tubing 4 grommets: black-large 1/4" enamal
Details
Rubber Application: Gradient applique
Tags Leather laser-cut
Material
Black Canvas
Light Tan Leather
Eyelet/Grommet
Wood Block
Neoprene Tubing
60
Label
Product Information: A closer components Handbag/Prototype Spec
Sketch
Notes All Pieces are CUT 2 1/2 seam allowance for each patter piece must be added : folded edges Material Grommets/Eyelet Straps Blocks
Amount 4 2 2
Details to know: The rubber application will be applied after construction is completed. This is the detailed 'art' work of the piece Steps 1. Pattern Making 2. Sew 3. Ruber Application
Product information
The ARS collection offers a uniqueness to every bag, with the rubber applique being a seperate form of ‘art’ the appearnce of each bag is different. The previous pages 56-57 highlight the product preview, pages 58 and 61 allow for a detailed look at measurements of each pattern piece. 61
next :
62
brand s trategy
63
When developing a strategy, It was important to implement a strategy that supported short term and long term goals. ARS focused on mitigating risks by evaluating all avenues of the market place including: market size, market demand, customer
BR A ND ST R AT EGY : Mis s ion “The philosop h y is s imple . Ce lebrate the
demographic
and
psycographic,
customer
buying behavior, in addition to competitors in the marketplace and current and future trends. By understanding what is currently in the market ARS is able to gauge what is already happening and how the company will differentiate the product category and company from competitors. In doing so ARS developed a SWOT Analysis (although already highlighted pg. 36 details):
cra ft and the to i l
Strengths:
of the workers
Creating a quality product that is durable and
and e mbrace the art tha t i s cre a ted.” Vision A minimalist
functional
while
maintaining
a
fashionable
silhouette. “less is more” _ Weaknesses: Can simplistic silhouettes still stand out amongst a crowd? _
alternative to
Opportunities:
accessorie s
Innovative fabrication that has not been introduced
through the
yet. TOTALLY NEW TO THE MARKETPLACE.
e x plora tion o f unc onv e ntion a l mate ria ls a nd
_ Threats: Existing minimalistic accessory lines.
form. ARS cre a tes a mix of func tion an d
64
MARKET :
design, tha t i s
ARS has found that there is a market opportunity
wis e on qua lity
in the accessory industry that will allow for the
a nd practicali ty.
product line to succeed in a way that hasn’t been done before. By creating a quality product with the perception of luxury the ARS accessory line
molds this fitted idea of canvas and rubber and joins the
brand identity will be the key focus for success.
‘LUX’ accessory competitive marketplace. IDENTITY: The purpose behind the brand was to create awareness for what is often forgotten. The toil of workman paired
The ARS story hits home with many. The combination
with the artisans craft. The heart of the company
of hardworking individuals paired with the beauty that
already understands and see’s eye to eye with there
is within them has founded the passion and meaning
target audience, while developing an alternative to
behind the brand. This meaning is paired with the core
leather. The markets innovators and achievers are
values of ARS :
already striving to create rare premium products that push the heights to success. This audience accounts for 21% of the population or about 1.5 billion people. This is no small market segment. Understanding the customer is knowing the customer, when looking into buying behaviors it is important that ARS maintains there values and quality standards within there product. The product assortment already fits into the wants of the customer however, maintaining quality and the
+ Art + Aesthetic + Creativity + Integrity + Knowledge + Teamwork + Perseverance
65
These values have driven the company to
Now to the nitty-gritty......
establish a culture that not only motivates but invites hardworking individuals. ARS has created a
Promotions & POS:
language that speaks to employee, customer, and the brand identity. These values have formulated
ARS start-up will be focused on e-commerce
the core purpose of why ARS and its product exist.
retailing and trade shows. With limited resources the e-commerce site will allow ARS to gain exposure for
BRANDING:
the brand along with the product. The site will offer a minimal overhead, thus allowing ARS to position the
Within the production of ARS it was a determining
brand in a strong spot for growth and allow for a high
factor to stay playful and exciting during the branding
amount of gross profit. The best way to achieve this
of the company. Due to the hard core heavy material
success will be to maintain a fresh, relevant content
it was important to join the playful -fun side of the
base within e-commerce. In addition to creating a
brand in as well. Maintaining the meaning of ARS: to
lifestyle image for the brand.
fit or join, ARS established an emblem that replicas that of a smilie face yet also has a distinguishing
ARS is not stopping there, looking to grow ARS
alphabetical
word ARS.
attendance at trade shows will help expose the
Maintaining that emblem throughout the product
brand to a broad range of individuals in addition to
categories the duo concept of sophistication and
building relationships, brand identity, and exposing
lightheartedness molds the brand identity.
the accessories world with a new innovative product.
resemblance
to
the
It is a fact that the #1 reason for attending trade shows is to see new products. 92% of trade show attendees say they are looking for new products. It has been the number one reason to attend for 25 years! So trade shows are a great place to introduce or feature the newest products. This is the perfect market opportunity and platform for ARS to tap into. PRODUCT : With the development of a new textile and strong market opportunity ARS will be looking to take an alternative appeal to the luxury market. The leather industry has been known to be the ‘lux’ of the market place however, when customers are asking for quality and innovation, ARS WILL ANSWER. With the accessories market accounting for over $3.35 billion and a growth increase for the last 4 66
NUMBERS: ARS believes that investing not only in a product, but a brand is an essential way to optimize the future of the business. When ARS looks at the numbers it will be important for the brand to maintain a 300- 400% mark-up in order to gain profit. This mark-up ensures that profit margins can be maintained for a successful business strategy, thus allowing for future growth and opportunity amongst the growing luxury market. CONCLUSION: ARS is a developing brand who is looking to create a tactile accessory. The document highlighted initial research within the brand development process. The document delved into the current and prospective future of the market place that pertains to the ARS brand and product direction. In addition to customer based research who would ideally shop the brand. Lastly, the document looks at identifying key market focused trends that favored a premium take on the ARS brand. Researching what is currently taking place allows ARS to position themselves successfully within the current marketplace. The document looked at exemplifying the start-up branding process for ARS. It is important to create an identity that reflects the ARS aesthetic, in addition an identity that will resignation with the customer base. ARS product line is positioning themselves as a ‘luxury’ alternative to leather. Redefining luxury as an artisans years there is a considerable amount of market opportunity. In addition, with emerging trends for: locally sourced retail, new craftsman, minimalism and miscellaneous splashes ( to name a few). ARS brand identity and product mix is fitting this niche perfectly. With momentum going forward the ARS brand is developing a concept that is leading the marketplace.
craft that caters to quality production and product, there is a deeper meaning and informality that ARS is tapping into within this market segment. The brand has strong potential for opportunity within a market that is growing. With a strong brand identity and story that will lead the path to success, ARS develops a commitment to excellence will maintaining customer satisfaction. 67
Bibliography
INSPIRE: http://www.stylesight.com/fashionoffice/landing_pages/node.php?node=4995&gender=w http://www.wgsn.com/content/section/home.html http://www.businessoffashion.com/ MATERIAL: http://www.elastobasement.com/msds.html RESEARCH http://scad.libguides.com/content.php?pid=552708&sid=4555184 http://globalbb.onesource.com/homepage.aspx http://panjiva.com/ http://www.prweb.com/releases/handbags/leather_handbags/prweb4264634.htm http://0-www.warc.com.library.scad.edu/Pages/Search/WordSearch.aspx?q=bag+accessory&Area=&Page=&Tab=&DVals=&SourceOR=&DRange=&Filter=&Sort=Date-Descending http://www.businessoffashion.com/2014/03/bag-rise-accessory-designers-frida-giannini-maria-grazia-chiuri-pier-paolo-piccolo-katie-hillier-stuart-vevers.html http://www.worldhandbagreport.com/wp-content/uploads/2012/11/WorldHandbagReport-Extract.pdf MAGAZINE WEB: http://i-d.vice.com/en_gb/read/news140/ http://www.europeanfinancialreview.com/?p=7329 http://www.tsnn.com/news-blogs/16-powerful-stats-value-trade-shows http://www.stylesight.com/fashionoffice/board-frame.php?script_name=board-dynamic&mypage=10&board_title=Retail%27s+Big+Show&boardnum=50677&width=1000&height=652 http://www.stylesight.com/fashionoffice/board-frame.php?script_name=board-dynamic&mypage=1&board_ title=The+Rise+of+Mobile&boardnum=33746&width=1000&height=654 68
ALL PHOTOS ARE FROM: Art Comes First Wit & Delight Need Supply Building Block & The Noun Project
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