Capstone: ARS

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.

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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.

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next :

22

research

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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.”

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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

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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

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B R A N DS TO EM ULATE:

Produced

DIRECT MARKET :

INDIRECT MARKET:

Angela & Roi

Google

(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.

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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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