fasion management portfolio

Portfolio - Fasion Management

Business Plan Premium Business - Casual Wear Brand Pursuit

2021 Yiwen Zhang

Content Page

1 BUSINESS

2 COMPETITORS AUDIT

3 TARGET CONSUMERS

-CASUAL WEAR MARKET IN CHINA

READ

READ

4 BRAND STRATEGY

READ

READ

5 PRODUCT STRATEGY

READ

6 BRAND PROMOTION

READ

PROJECT BACKGROUND Business casual is a style of dressing that combines the design of business and casual look, and it is more like elevating typically business looks. According to Insider (2019), it is well-fitted and good in fabrics, preparing well in quality for the occasions to show elegance in a way of comfortableness.

It reduces hamper from strict business professional dress, and it is perfect for when people need to be outside the office or in a relaxing environment for various social activities. It would be a perfect choice for those who need to get out of office or socialize in a relaxing environment. We are going to build a business casual women’s wear brand in the middle market.

This project is the business plan for the brand. Followed sections, the study about Chinese business casual market, competitive environment and target consumers will be presented, and next, the strategy for the brand will be shown.

BUSINESS - CASUAL WEAR MARKET IN CHINA Supply and demand of business casual wear (women) 2011-2020 Billion CNY 70 60

China's business casual market has been expanding slowly but steadily over the past decade. It can be observed that the demand for business casual wear was on the rise from 15.40 billion pieces to 36.50 billion pieces and its production increased from 30.60 billion pieces to 65.20 billion pieces.

50 40 30 20 10 0 2011

2012

2013

2014

2015 2016 2017 Supply Demand

2018

2019

2020

Market value of business casual wear (Women) 2011-2020 Billion CNY 4500 4000 3500 3000 2500 2000 1500 1000 500 0

The market value is also growing from 934 billion RMB in 2011 to 3,055 billion RMB in 2021 (CHYXX, 2018). China's business casual wear market has great potential and prospects in terms of both value and volume.

2011

2012

2013

2014

2015

2016

Marcket value

2017

2018

2019

2020

TWO KEYS DRIVE THE MARKET GROWTH AND OPPORTUNITY

share of urban households,% 100%=

256 million

357 million

urban private consumption,% 10,048 billion million

Income segment

projected growth of private consumption, % 10.3

25,804 billion million Affluent

19.6

Upper middle class

2012

1

2022

2012

Mass middle class

-3.3

Poor

-1.5

2

Chinese lifestyles is changing with the improvement of social economy, and business activities have become more frequent. The prospect for the business wear industry has become more optimistic as the demand for clothing to match business occasions has increased. However, it is not merely business attire that has benefited. business casual, a new category of business attire has also been incubated. BOWS-N-TIES (2012) suggests that the continuously increasing importance of “sense of fashion” in Chinese society has led to the demand for aesthetic in wear.

Moreover, practicability and comfort also become priority when choosing clothing. As after-work life is needed, dress for work is further required to fit into after-work life. Especially in China, business social activities take place after working time (Statista, 2020).

2022

With the development of social economy, there is a rising number of affluent consumers and middle class. According to Mckinsey (2013), at least 75% of chinese consumers will earn an annual income of 60,000 RMB to 229,000 RMB By 2022. The increased income level drives the increase of purchasing power, and people have more intension and pursuit on consumption for clothing. The pursuit for fashion has become increasingly important in daily life, different dress code has been stylized to meet the need for different occasions (Deloitte, 2019).

Business casual wear can be understood as a segment of business wear market. The category needs to be optimized and enriched at the level of manufacturing diversity. Business casual wear, which combines fashionable style and comfort, has become a good choice for more consumer. The diversified business wear market needs to be created, so as to meet people’s constantly changing demand.

Lifestyle of Contemporary Chinese Office Workers Deal with works during holidays to stay involved Feel pressured to respond to workrelated calls/emails on holidays Employer expects them to be available during holidays and day off Respond tp work-related calls/emails immediatelyas a convenient time…

Respond tp work-related calls/emails as a convenient time outside working hours Employer expects them to be available outside working hours 0%

20%

40%

60%

80%

100%

Competitors Audit

Price Kind

Half sleeve Long sleeve coat Tops

Jacket Dust coat Coat Dress Skirt

Bottoms

Product Theory brand is famous for its "simple and elegant designs". All the clothes are made of elastic cloth, which makes women feel comfortable and sexy. In addition to regular “Theory For Good” collection. (Theory, 2021).

Theory brand mainly targets at office ladies, a group of intelligent, active and stylish professional women who are looking for high-quality and classic designs, but also want to follow the trend and wear new fabrics. Theory mostly uses simple cuttings and elegant colors in its clothing, and combines with the physical characteristics of Asians, aiming to integrate personal taste, temperament and elegance into the sexy and neutral design. So that dress at work can also be worn in holidays and after-work activities, making work attire more personal (Theory, 2021) Theory has established cooperative relations with Marini Woolen Mills, Tollegno 1900 Woolen Mills and Oritain Woolen Mills in Italy for the specified raw materials of the best quality

Trousers Shorts

Price Range（RMB）

Fabric

Cotton, Chemical fiber, linen Wool, Chemical fiber, Silk，linen Wool, Chemical fiber, Silk, linen Chemical fiber

320-3,200 3,200-4,500 2,100-5,800 4,150-7,400

Wool, Chemical fiber, Silk, Leather Cotton, Chemical fiber, Silk, leather, linen

1,600-5,450 1,600-5,300

Cotton, Chemical fiber， 1,200-3,500 Silk, leather, linen Jeans,

Cotton,

Chemical fabric, linen Cotton, Chemical fibric, linen

1,000-3,200 800-1,450

Theory, a middle- and high-end brand with durable design, high quality and friendly pricing, which is in line with a certain consumption ability of urban white-collar consumers.Theory, a middle- and high-end brand with durable design, high quality and friendly pricing, which is in line with a certain consumption ability of urban white-collar consumers.

Promotion

Place

Theory will publish brand-related information and advertisements on various fashion and clothing websites, mostly for brand introduction and publicity. Most of these tweets are attached with links to purchase channels, so that readers can directly reach the purchase page after understanding the brand and being attracted to it. In this way, a closed loop between advertising and sales is formed to enhance brand awareness and increase advertising conversion rate.

Furthermore, Theory has its official accounts on a variety of China’s major social media platforms (WeChat, Little Red Book, etc.).

The brand accounts are run by releasing fashion information, new products and discount information, so as to accumulate fans and promote sales.

By 2021, Theory has a total of 65 stores in China, which are mainly distributed in economically developed cities such as Shanghai and Beijing where there are frequent business activities.

But in cities such as Fujian, Jiangxi and Zhejiang, despite their very developed e c o n o m y, t h e r e g i o n a l development of these cities mainly rely on selfemployed economy rather than large companies and enterprises.

The whole process forms a sales loop, providing the most convenient way from reading articles to placing orders.

Meanwhile, in order to make the accounts more interactive and interesting, Theory promotes the interaction between fans and the brand by adding voting and random welfare of comments, so as to make fans more loyal and the brand more appealing. In addition, Theory is good at embedding brand concepts and values in tweets to reflect its uniqueness. Theory usually makes discussions on workplaces, which is in line with both brand positioning and the psychology of its consumers, namely office ladies. Office ladies are very sensitive to and interested in the words such as “Queen of Workplace”.

Consequently, there are very few special stores of Theory as there are few white-collar office workers.

In terms of location selection, Theory tend to open its stores in large malls in the first-class business districts, aiming to share customer resources with major international brands. What’s more, such prosperous places are crowded with high-end business professionals, which are not only conducive to brand sales but also facilitate the establishment of brand image.

Price Kind

Half sleeve Wool

Tops

Chemical

fiber Cotton,

Wool,

Chemical fiber

1,699-3,299 1,999-6,999

Chemical fiber, Silk

2,299-4,999

Long sleeve coat

Chemical fiber, Silk

3,999-9,999

Jacket

Chemical fiber, Silk

3,999-9,999

Dust coat

Chemical fiber

2,699-19,999

Wool, Chemical fiber,

6,699-39,999，

Silk, Leather

46,999

Cotton, Chemical

3,699-13,999,

fiber, Silk, Leather

29,999

Dress

Skirt Bottoms

Trousers

Ports provides women‘s wear, men’s wear and accessories, and it has Ports International, Ports 1961, BMW Lifestyle(co-create with BMW) and Vivienne TAM (co-create with WG) product lines. Ports products are designed to demonstrate seemingly plain minimalism with surprisingly numerous creative ideas, highlighting the elegant style in delicate details. The brand’s simple and elegant style is illustrated by applying massive elegant colors and printing elements. Meanwhile, Pop elements, color contrast and asymmetric design are all reflected in the clothes, reflecting the pursuit of both business and fashion.

In terms of fabrics, Ports tend to combine mulberry silk, sheep wool and various fiber fabrics.

Cotton,

Price Range

Half sleeve coat

Coat

Product

Fabric

Shorts

Cotton, Chemical fiber, Silk, Leather

2,299-3,999， 4,699-5,999, 8,999

Jeans, Cotton,

2,299-3,999,

Chemical fabric

4,299-8,999

Cotton, Wool, Chemical fibric

2,699, 4,299

In terms of pricing, Ports has worked out a smart pricing strategy based on Chinese people’s consumption habits. In view of the fact that high-end clothing is usually subject to high import tariffs in China, many top-tier international brands are priced much higher than those in the country of origin in mainland China. According to Global Textile Network (2009), Ports is typically priced in Mainland China at 50% of what it is in the U.S. and European markets, namely a Ports jacket that sells 800 US dollars in the U.S. costs 3,000 RMB in mainland China. Such pricing strategy will stimulate Chinese consumers’ purchasing desire as it enables them to buy high-end clothing at a lower price.

Promotion

Plac e 1 Public relations activities 1) Celebrity endorsements are adopted to enhance the brand image mainly in the following forms. Sponsor awards gowns for celebrities at the Academy Awards Ceremony and influential film festivals (such as Cannes Film Festival); 2) Corporate with magazines, providing clothing or accessories to celebrities who will be on the cover page and other pages. 3) Provide clothing for the models or guests in the fashion section of TV show, such as Kate Moss and Claudia Schiffer. 4) Provide clothing for TV hosts.

2 Newspaper The newspaper where advertisements are made mainly include media and public newspapers including Beijing, Beijing Evening News, Beijing Morning Post, Guangzhou Daily, Southern Metropolis Daily, West China Metropolis Daily, Ningbo Evening News, etc. And these advertisements are mainly released in the banner or half banner.

3 Digital Advertising The search volume of information in Google and Baidu is 497,000 pieces and157,000 pieces respectively. These online information about Ports is mainly in the form of soft advertising rather than hard advertising.

4. Ads on High-end Fashion Magazines Ports make advertisements mainly on high-end magazines in China, including VOGUE Costumes & Beauty, Cosmopolitan, Harper's BAZAAR, ELLE China, Marie Claire and ILOOK.

By the end of 2020, Ports had 402 retail stores in China, most of which are concentrated in China‘s wealthier eastern and southern coastlines, and more in central China. They are generally in the first-class shopping malls, shopping centers and airports in the form of side halls and stores within stores, with a store area of more than 150 square meters. Ports pays particular attention to store location, which generally is in the most prosperous places crowded with high-profile figures, such as New World of Shanghai and No. 18 on the Bund in Shanghai, Beijing World Towers, the Garden Hotel in Guangzhou, Hubin Road in Hangzhou, and the departure halls of major airports.(Global Textile Network, 2019).

Price

Tops

Fabric

Half sleeve

Cotton, Chemical fiber

118-898

Long sleeve coat

Wool, Chemical fiber

899-3,580

Jacket Dust coat Coat Dress

Bottoms

Skirt Trousers

Product Scofield is a compound noun of Scotland and pastoral, which attempts to create an English atmosphere and relaxing aristocratic life. Scofield clothing officially entered the Chinese market in 2005, with its concise and fluent lines, classic and elegant patterns and meticulous and unique ornaments to create elegant and romantic feminine temperament. Based on the concept of high profile, fashion and classics, Scofield’s designs, which apply bright, clear and gentle lines, accompanied with implicit and hierarchically rich colors as well as delicate details, exquisite fabrics and perfect production process, are suitable for all independent, confident, intelligent, elegant and romantic ladies.

Scofield women's wear has 4 collections:1. Traditional Scottish style lady dress.2. Romantic lady dress foils a nobility with elegant lasting appeal.3. Ocean collection of casual women's wear mainly adopts ocean color, plus symbols such as ship and anchor.4. Pastoral collection of women's wear features a variety of abstract floral patterns, also often use lace fabric whose colors are mainly white and navy blue.

Price Range

Kind

（RMB）

Wool, Chemical fiber, Leather Cotton, Chemical fiber Cotton, Wool, Chemical fiber, Leather Cotton, Chemical fiber， Silk, leather, linen Cotton, Chemical fiber Silk, leather, linen Jeans,

Cotton,

Chemical fabric, linen

2,085-9,600 417-3,280 299-3,580 357-3,280 189-2,180 219-1,449

Scofield is a mid - and high-end business casual wear brand owned by Eland Group in South Korea.

Its pricing is highly friendly, but the prices of different styles vary widely, ranging from affordable to high, with the median price of around 1,200 RMB.

Promotion

Plac e

By 2021, Scofield has a total of 223 stores in China, which are mainly distributed economically developing and densely populated areas except in the west and northwest.

It also has markets in coastal areas and mainland China. Different from Ports and Theory, most of Scofield's stores are not located in high-end clothing brand areas in first-class business districts.

Compared with Ports and Theory, Scofield owns more mature and comprehensive marketing strategies.

1. Co-branding and Cooperation Scotfield has been working with Gloverall in the UK in launching coats since 2010. In 2021, it launched a collection with the Beatles, which will not only make the brand DNA more closely linked to British culture, but also enhance the brand awareness by taking advantage of the fame of the co-brander and enrich its design elements.

2 Private Sale Scofield was a brand that never gave discounts to its consumers until 2012. Horizontally, its pricing did not greatly change over years, indicating that its product prices are relatively high in these decades. Moreover, its products of English style was not popular among middle-aged and old people, but more favored by young people. However, young people’s income is generally lower than that of middle-aged and old people. Therefore, in the absence of strict market supervision, Scofield immediately adjusted its brand strategies and started to offer perennial discounts in some shopping malls in the form of private sales when ODM factories sold the finalorder products directly to consumers at a lower price than the tag price in order to make profits.

However, its brand image was seriously damaged (Chinasspp, 2017).

3. Digital Advertising Same as Ports and Theory, Scofield also releases brand-related information and advertisements in a variety of fashion and clothing websites, mainly attempting to introduce and promote its brand (Cnwear, 2021). Similarly, Scofield has its official account on WeChat where fashion news, new products and discount information attached with purchase links will be released. Such marketing method helps the brand to accumulate fans and boost sales.

Instead, Scodield's stores were established in major ordinary commercial districts and ordinary shopping malls and can be seen almost in large, medium and high-end shopping malls, because its target consumers are mass public rather than people with stronger purchasing power. Instead, the brand becomes more attractive to consumers than those targeted at consumers with higher income with affordable prices.

Target Consumers 4 clusters are showen in the group who demand for business casual apparel

Consumer Decision Journey: Young Achiever Highly Rely On Digital And Influenced By KOL; Physical Store And Friends Circle Are Key To Developed Mid

Like business casual wear with a sense of fashion

Awareness

All consumers who need business casual

Aspiring Youth

Can only afford business casual at average price points

Future

Information search

Young Achiever

Can afford mid - to high-end business casual wear

Value

Consideration

Developed mid

Purchase

Professionals

Don't mind the fashion sense of business casual

Share

In order to know our consumers, 3 semi-structured interviews are conducted

KOL：Key opinion leader (influencer) KOC: Key opinion consumer Daigou :Someone helps you to buy items overseas and send them back to China (due to the high tax in China)

Young Achiever

Developed mid

• • •

Social Media Friends & Family Celebrity/KOL

• • •

CBD OOH Lifestyle/ flight magazine Social Media

• • •

Br. Official website Social Media Brand Store

• • •

Br. Official website Brand Store Social Media

• • •

Social media (online review) Br. Experience KOL/KOC

• • •

Friends & Family Br. Experience Daigou

• • •

Br. Stores / sales person Daigou E - commerce

• • •

Br. experience Br. stores/sales person E-commerce

• • •

Friends & Family Social media Br. Activity

• • •

Friends & Family Social media Br. Activity

Young Achiever:

Seeking business casual apparels and accessories to balance working occasion and demand to fashion

25- 35Y.O Female, highly educated, some of them has overseas study experience, mid-high income, mostly marriage, live in Tier1 & 2 city.

What I love:

What I need:

• Socializing • Travel • Further education

• Business casual • Apparels and • Accessories to balance • Working occasion and • Demand to fashion

How I decide: They have aware of fashion, dress fashionable in most occasions. They work hard, usually combine work and life together. So, they look for clothing for work which enhance their aura and show their professionalism, but also have a sense of style. Clothing which are properly for work, but also can be used in after-work social activity.

Shopping intelligently, considering the cost performance of the item. Pay more attention to the texture of clothes and appearance, as well as the frequency to use.

“I like to dress formally even after work to show my personal positioning.”

• Cost performance • Friends‘ • Recommendation • Texture and quality

Print

Mobile

Offline:

Airport mid - high level shopping mall select shop

Developed Mid:

SSeeking comfortable, great tailoring business casual apparels to create slimmer and sophisticated look

35 - 45Y.O Female, middle educated level,, mid-high income, mostly marriage, live in Tier1 & 2 city

What I love:

What I need:

• Reading • Travel

• Business casual clothing with comfortability to best match formal occasions • Clothes with good tailoring to create slimmer and sophisticated look

How I decide: Shopping practically, selecting the product that have price matches its actual value. Focusing on the quantity and tailoring. Prefer clothing to create slimmer look and show professionalism, but their choose normally didn't take sense of fashion in consideration.

• • • •

Cost performance and quantity Comfortability Brand effect Slimmer look created

Print

They tend to have the same choice of brand for familiarity. Having plans when shopping.

Mobile “I care more about practicality, and the further value it have to make myself sophisticated”.

Offline:

Airport mid - high level shopping mall select shop

To Establish The Brand, First We Explored Brand Archetype

CREATOR

What is Brand Archetype?

INNOCENT

RULER

SAGE

CAREGIVER

EXPLORER

EVERYMAN

OUTLAW

JESTER

MAGICIAN

LOVER

HERO

The theory of “brand archetype” refers to the exclusive image that a brand should create and make it a symbol to satisfy the inner desire of the target audience.

According to the theory of brand archetype, the longlived brand with vitality has personality archetype.

Margaret Mark and Carol S. Pearson (2001) suggest that there are 12 are brand archetype which fall into 4 dimensions provide structure , seek paradise, build a connection and leave a mark.

How does it help your business?

As the core image, the brand archetype will lead the brand establishment and development, product planning and marketing. It can be used to define product market boundaries, develop brand positioning strategies, and enhance consumer loyalty.

We Set Our Brand To Be Magician

Naming Audit: Classified Competitors Name Product Style

Consist with ’Scotland’ and ‘Field’.

This contains brand’s designing style.

Living Philosophy of the founder

Brand Position

It fits with image that workers wearing shirts with white collar.

Product Style

Founder Name

The founder is named as ‘David Reiss’.

Founder Name

Brand Story My brand archetype is a magician because I want my brand to be as highly creative as I am, with the ability to delve deeper into the total and the desire to explore unknown territories. I wanted my brand to have the effect of "choosing clothes with an ordinary purpose and getting an unexpected result." This characteristic adds to the actual consumer experience of the magician brand prototype. At the same time, I want my brand to enhance the quality of dressing and solve dressing problems for my target group, but these processes need to be creative and fun.

My product design style pursues sophisticated tailoring, materials, and decorations, giving business casual clothing more room to play and explore unlimited possibilities. My clothes are designed to be versatile for every occasion, so versatility is a must. For example, a dress that is worn during the workday can become an eyecatching, glamorous party dress with a few simple details. It can be paired with a different jacket that is both comfortable and beautiful.

The brand born in The port city of Toronto, Canada, and the founder is a global visionary.

Designed for men aged between 18 and 30 who like to dress casually in fashion, featuring Nordic simple and pure design style.

The brand uses GLORIA, it’s the founder’s first name, also a symbol of glory and carol, to share the beauty of the world with GLORIA's soft, elegant and romantic characteristics.

Our name is Naming Audit

Brand Benefit

The Chinese brand name is understood as a natural botany. This also reflects the brand benefit.

Our brand will be called 'Pursuit.' The word 'Pursuit' has a strong sense of power and is highly compatible with the style of the working woman and the rich creativity and innovation of the magician archetype. Secondly, the word 'Suit' also represents that we are a business casual wear brand.

My product design style pursues sophisticated tailoring, materials, and decorations, giving business casual clothing more room to play and explore unlimited possibilities. My clothes are designed to be versatile for every occasion, so versatility is a must. For example, a dress that is worn during the workday can become an eye-catching, glamorous party dress with a few simple details. It can be paired with a different jacket that is both comfortable and beautiful.

The iconic British-style lion pattern and the two sides are decorated with British garden plants to show the aristocratic, leisurely lifestyle and high-class feeling.

ROMAN font is used to create an elegant, classic, noble temperament, showing Scofield's product design style.

By using ROMAN font, it shows an elegant, classic, and noble temperament, in line with the brand positioning of PORTS.

T H R O RY

Competitor Logo Analysis

It adopts non-ROMAN fonts to show the brand's minimalist, generous, and sharp design style and brand connotation. It looks more modern and fashionable than the ROMAN font.

Luke Tanabe added the earth to the PORTS logo to promote the spirit of "World Soul, Urban Charm."

No icon is added, and the name is adopted as the only symbol of the trademark, reflecting the brand's thinking of attaching importance to spiritual connotation.

The color scheme is simple and atmospheric, with navy b l u e a n d b u rg u n d y a s t h e recurring classic colors adding an international, business-like touch to the brand.

Color matching business based on the increase of brighter colors considerably and some single products, adding a touch of youthful vitality and fashion.

SCOFIELD

P O RT S

The color scheme mostly adopts Morandi, with warm tones overall, echoing the brand's minimalist and generous design style and making it more practical as basic clothing.

REISS

The sharp corner of the font is inspired by the thin heel of women's high heels, reflecting a feminine design style.

The logo adopts a fading color scheme, which is in line with the meaning of the brand Glory but also reflects refinement and elegance in the details.

The non-ROMAN bold font is used to show the generous, sharp design style and brand connotation of the men's brand. It looks more modern and fashionable than ROMAN.

Two popular men's names are chosen as the logo, reflecting the brand's consumer group positioning in the public male while giving people a sense of the image.

No ROMAN font is used to show the brand's minimalist and atmospheric design style and brand connotation. The font is thin, making the logo more recognizable and more modern.

The color scheme is based on basic colors, with occasional items that are slightly jumpy but not unbalanced.

The name of the founder of the brand is used as the logo, which is highly recognizable and convenient to build the brand image.

The color scheme is simple, and the most frequently used black, white, and gray is in line with the positioning needs of men's clothing and makes it more practical as basic clothing.

JACK&JONES

GLORIA

The color scheme is business-like with more bright colors, and some of the items have a color clash design, which adds a fashionable touch to the clothes.

Brand Logo Design Adopt non-ROMAN fonts, which are more modern than ROMAN fonts, to show the brand's elegant design taste.

The brand slogan applied below the logo.

1. The letter 'S' is connected in front, reflecting the mobility of the brand clothing wearing occasions and the diversity of design, in line with the brand design style.

2. The letter 'S' shows the curves of women's bodies, reflecting the positioning of making women's clothes.

3. The letter 'S' and the capital 'P' keep the same height, highlighting the word 'Suit' and reflecting the design of business casual wear.

The brand website address, which can be applied to the packaging

Hashtag (General)

Hashtag (General)

Bag（General）

Delivery Packaging

Dust bag (general)

Pursuit brand generic label, with a simple overall design and 'with magic' echoing the brand's magician archetype.

Pursuit brand quarterly labels, with a limited seasonal print and seasonal theme name printed on the middle page. Designed to show the spirit of the brand's attention to detail.

The Pursuit brand universal tote bag is given to customers by the number of garments they purchase. The overall color palette is simple and elegant, in line with the positioning of business casual wear.

Pursuit brand general delivery bag, color matching, and tote bag to maintain consistency. Comes with the brand website for easy promotion.

Pursuit brand general-purpose dust bag for medium-length, long and thicker clothing.

Hanger (General）

Storage boxes (general and collection)

Pursuit brand general hanger, metallic texture, elegant design. The overall design style is simple and practical.

Pursuit brand storage box for accessories such as waist seals and belts.

Packaging（General）

Packaging（collection）

Promotional card (General)

Pursuit brand general-purpose box with the simple and elegant overall tone, consistent with the handbag, in line with the positioning of business casual wear.

The Pursuit seasonal box is printed with a seasonal print.

Designed to reflect the brand's spirit of attention to detail.

Pursuit brand general promotional card comes with each product package, printed with the brand's official website and other shopping channels information, to facilitate promotion.

Pursuit fashion collection

Moodboard:

Colorboard:

Inspiration: This season was inspired by the moon. The moon represents loneliness in the process of self-improvement, while the mystery and brightness of the moon provide a spiritual sustenance for urban dwellers. In the hustle and bustle of city life, we often neglect beauty and comfort. In the pursuit of sixpence, we also need a piece of clothing that can provide you with space and flexibility to cope with the demands of busy work, while not being afraid to pursue the beauty of a high quality private life.

There's sixpence all over the place, and you look up at the moon.

Trend research:

Elements like fishbone, shou_x0008_ der pads, buttoning, folding design have become the focus of the design in recent years. Combined with structuralism, the concept of silhouette is to achieve a geometric level of beauty of clothing.

Prints:

Design Pile collar design dress, simple and elegant color, suitable for commuting occasions to wear. Matched with waist seal and shoulder pad, increase fashion sense, also suitable for casual occasions.

Thin trench coat with a seasonal theme print. The hem can be removed from the zipper to change into a short style dress, which is easy to match freely according to the occasion and temperature.

Shirt in the basic version of the increase in the waist zipper design, opened to reveal the waist style.

Suitable for business and leisure occasions.

Adopt straight pants, plus seasonal theme printing, retain a certain sense of fashion.

Shoulder pad design, shoulder and waist with zipper, can be changed into shoulder and waist design, rich diversity of wearing occasions.

The top is made of knitted elastic fabric, which can be made into a shoulder style.

The short skirt adopts button elements and the waist is folded to retain a sense of business while integrating fashion.

The shirt is made of chiffon fabric to retain the drape. On the basis of simple color matching, seasonal theme printing is added. The two buttons can open and close freely according to the occasion. The neckline is laceable.

Seasonal theme printed skirt, leg with zipper design, pulled to show leg style, can be worn in casual occasions, show the female figure curve.

Adopt straight pants, with zipper design on both sides of the legs, suitable for business occasions, unzipper fashion sense.

Price Sheet

1

2

3

4

Date:30- NOV

Date:30- NOV

Date:30- NOV

Date:30- NOV

Season: SS2023 Descroption: Detachable trench coat

Season: SS2023 Descroption: printed shirt

Season: SS2023 Descroption: zipped dress

Season: SS2023 Descroption:button-design skirt

1. Materials

Yds

Price

Amount

1. Materials

Yds

Price

Amount

1. Materials

Yds

Price

Amount

1. Materials

Yds

Price

Amount

Chiffon

3

¥65

¥195

¥70

Chiffon

3

¥65

¥195

¥52.5

¥10

¥35

¥35

¥10

2

1.5

1

Chiffon

Chiffon

Print

Print

1

¥5

¥5

Print

1

¥5

¥5

Button

5

¥2

¥10

Hang Tag

1

¥3

¥3

2. Trimming

2. Trimming

2. Trimming

Zip (long)

1

¥35

¥35

Hang Tag

1

¥3

¥3

Button

3

¥0.7

¥2.1

Zipper

4

20

$80

Hang Tag

1

¥1

¥1

Hang Tag

1

¥2

¥2

3. Labor

3. Labor

3. Labor

3. Labor

¥2

Cutting

Sewing

¥5

Grading Marking

Cutting

¥1

Cutting

¥1

Sewing

¥5

Sewing

¥5

¥2

Grading

¥2

Grading

¥2

¥1

Marking

¥1

Marking

¥1

¥10 4.Total Cost

4.Total Cost

¥1518

5.Mark Up

6.Wholesale Price

¥1771

7.Retail Price

¥3500

600%

¥9

¥9

¥253

5.Mark Up

2. Trimming

¥87.1

4.Total Cost

¥696.8

5.Mark Up

6.Wholesale Price

¥783.9

7.Retail Price

¥1500

900%

¥291

Cutting

¥1

Sewing

¥3

Grading

¥2

Marking

¥1 ¥7

4.Total Cost

¥72.5

¥1455

5.Mark Up

6.Wholesale Price

¥1746

6.Wholesale Price

¥507.5

7.Retail Price

¥3500

7.Retail Price

¥1200

500%

600%

¥435

Purpose

Increase Awearness

Brand Communication

Promotion & Place

Drive Sales

Online

Social Meida Ad

KOL Marketing

Brand SM Account

Leveraging big data to meet target consumers on SM.

SM short video

E-commerce

Rely on story telling on brand SM account and short video platform to bond with consumers.

E-commerce is the cost-effective and could be connected with SM, creating a promotion and sales loop.

Offline Airport Ad Advertising in airport to meet higher income persons and business men/women in China.

Price

Higer mactchiing flexibiliy

Top

¥1999-6999

¥3200-4500

¥900-3500

¥1500-3000

／

Bottom

¥2299-8999

¥1000-5000

¥500-3500

¥1000-2500

／

Coat

¥369939999

¥1600-5500

¥300-3500

¥1000-3500

¥4500-8000

Dress

¥369913999

¥1600-5500

¥500-3500

¥1000-3500

¥550015000

Lower Price

Higher Price

Lower mactchiing flexibiliy

2023Y Campaign Calander April April

October Oct

‘Stop Body Shaming’ Talk

Breast Cancer Prevention Day Activity

Purpose: Leveraging social buzz to rise awearness and increase engagement with target consumers

Purpose: Rising brand awearness and bonding with target consumers

Action:‘Stop Body Shaming’ Talk hosted by two famous career- topic KOL and public welfare KOL

Action: Cooperating with other 3 women power brands to co-create 4 short videos promoting Breast Cancer prevention information

‘Stop Body Shaming’

Talk

Invite KOL 丹麦小马达 and 梁钰

Location: 178 South Urumqi Road, Xuhui District, Shanghai, China

xiaohongshu blogger @ 丹麦小马达 positioned her account as an independent working woman.

In addition to sharing work and daily life, the content of the account also includes the sharing of fashion goodies. Therefore, both the positioning of the persona and the content of the video ad is in line with the brand positioning and promotion needs of Pursuit. Secondly, the @ 丹 麦 小 马 达 has more than 450,000 followers on xiaohongshu, and most of them are working women.

These people have their own understanding and thinking about fashion and advertising, and their fans have a high viscosity and purchasing power. Therefore, inviting this expert to do the 'STOP BODY SHAMING' lecture can not only have the power to lead but also help to promote the brand connotation and enhance visibility.

Hengfu Art Center Time: April 2023

Constructed in 1929, Hengfu Art Center was renovated in 2019 to introduce various cultural genres such as culture, art, and exhibition.

It makes full use of the building's public cultural attributes to build a window for external cultural exchange. In the past, different types of brands have carried out activities here with good feedback. The forms include exhibitions, lectures and tea parties, etc. Therefore, the venue meets the needs of Pursuit to conduct this lecture-cumfashion and installation exhibition.

梁 钰 is a popular charity blogger in China and the initiator of the "Sisterhood War on Epidemic" charity project of Ling Shan Charity Foundation. She has 913,000 followers on social media, Weibo. Liang Yu is a representative blogger of women's power and public welfare in China. Her followers are mostly women who think and support women's power and rights, and they are the target consumers of Pursuit. Liang Yu's spiritual power also fits well with the brand culture promoted by Pursuit.

Breast Cancer Prevention Day Activity The campaign was mainly an online campaign, inviting lingerie brand Ubras, sportswear brand "Sylphlike Loli," and designer jewelry brand "Soft mountains" to jointly produce and post video clips to the various social media platforms they already operate. On the day of the video's posting (Breast Cancer Prevention Day), the video was featured on Weibo's top trending social media sites to drive exposure and traffic to the video, thereby increasing brand buzz and awareness.

The other three brands cooperating with Pursuit are similar in tone to Pursuit, and all of them are representative of "Her economy," which helps to attract more target consumers. At the same time, it can reduce the cost of separate advertising and inviting celebrities and share the heat and traffic brought by the collection of brands.

Video content: Each brand produces its own video clips, which mainly focus on breast cancer knowledge and relevant brand promotion content combined with brand product features. The video will be promoted within one tweet.

Keywords: breast cancer, women's independence, women's status

Ubras, a lingerie brand founded in 2016, focuses on meeting women's basic demand for lingerie that is "comfortable and wearable," providing women consumers with intimate apparel products that combine quality fabrics and innovative technology at an affordable price, bringing women consumers a sense of comfort and consumer experience.

The sportswear brand "Sylphlike Loli" was established in 2015, and the brand is growing at a fast pace due to the boom of the online celebrity economy. The brand provides young female consumers with affordable, high-quality fashion sportswear.

The designer jewelry brand soft mountains uses redesign and reworking to transform the Yi jewelry of China's ethnic minorities so that it can be better integrated into modern women's fashion wear, to help pass on and promote the Yi traditional jewelry. The name of the brand is inspired by the founder's memory of his mother, who is as tough as a mountain.

ACTIVITY SCHEDULE

‘Stop Body Shaming’ Talk Pre-warm (March)

Session 1 (April)

Session 2 (May)

Promote in the public account, little red book Open ticket channels.

The blogger, @ 梁钰 gave a talk on the topic of 'Stop Body Shaming' and discussed it with the audience.

The blogger, @ 丹麦小马达 , gave a talk and discussed with the audience on the topic of 'Stop Body-Shaming.

In order to quickly increase the impact of the event, the first talk not only allowed the public to attend the event, but the brand also invited influential online celebrities to participate in the event, taking photos, presenting, and wearing brand clothing to help promote the brand and the event.

Set up a simple installation and offer seasonal new clothes to try on. Hire photographers to take photos on-site and upload them to the official account channel.

Breast Cancer Prevention Day Activity

Pre-warm (17th October)

18th October

Created the Weibo hashtag # Together we fight breast cancer # for 2 days on the Weibo Hot Search list

4 The branded short videos were posted on their respective Weibo accounts with the link # Together we fight breast cancer #. And other social media accounts of the 4 brands retweeted the campaign separately.

Reference Aiqicha 2021. SCOFIELD Competitive Products Company Information. [online] Available at: <https://aiqicha.baidu.com/brand/detail?pid=xlTMTogKuTw5vCCDAPzHfuDTbJf75Oq-wmd&id=1550098959&from=ps&pd=pb&from=ps> [Accessed 16 July 2021].

Bows-n-ties. 2012. Business Dress and Etiquette in China. [online] Available at: <https://www.bows-n-ties.com/mens-fashion-tips/business-dress-and-etiquette-in-china/> [Accessed 16 July 2021].

Chyxx. 2018. A statistical review of the production, sales and market size of China's women's casual wear in 2017-2018. [online] Available at: <https://www.chyxx.com/ industry/201807/663106.html> [Accessed 16 July 2021].

Cnwear.2021. THEORY Brand home page. [online] Available at: <http://www.cnwear.com/p/2104.htm> [Accessed 16 July 2021].

Deloitte. 2019. Inclusive growth drives consumption upgrading. [online] Available at: <https://www2.deloitte.com/content/dam/Deloitte/cn/Documents/consumerbusiness/deloitte-cn-consumer-china-import-consumer-market-research-report-en-191119.pdf> [Accessed 16 July 2021].

Dominic, B., Yougang, C. and Amy, J., 2013. Mapping China's Middle Class. [online] Mckinsey. Available at: <https://www.mckinsey.com/industries/retail/our-insights/ mapping-chinas-middle-class> [Accessed 16 July 2021].

Jacquelyn, S. and Samantha, L., 2019. What business casual really means. [online] Business Insider. Available at: <https://www.businessinsider.com/what-businesscasual-really-means-2014-8> [Accessed 16 July 2021].

Statista. 2019. China: issues of work-life balance 2019 | Statista. [online] Available at: <https://www.statista.com/statistics/1126580/china-issues-of-work-life-balance/> [Accessed 16 July 2021].

Theory. 2021. Theory China official website-Theory for good. [online] Available at: <https://www.theory.cn/theory-for-good> [Accessed 16 July 2021].

Theory.tmall. 2021. Theory's official flagship store. [online] Available at: <https://theory.tmall.com/category-1408080930.htm> [Accessed 16 July 2021].

Tnc. 2009. Brand Introduction Of Ports. [online] Available at: <https://www.tnc.com.cn/info/c-010006-d-125991.html> [Accessed 16 July 2021].

Deloitte. 2019. Inclusive growth drives consumption upgrading. [online] Available at: <https://www2.deloitte.com/content/dam/Deloitte/cn/Documents/consumerbusiness/deloitte-cn-consumer-china-import-consumer-market-research-report-en-191119.pdf> [Accessed 16 July 2021]. https://books.google.com.hk/books/about/The_ Hero_and_the_Outlaw_Building_Extraor.html?id=l6qXGiTld1sC&redir_esc=y