SIMPLIFIER

Thesis Collection SIMPLIFIER

Marie antoinette in1774.

SIMPLIFIER

This collection was inspired by Marie Antoinette in 1774.

The era when she tried to live her fancy life and wanted to simplify her life as a normal person. But her simple life is excessively contrasted with other people's simple lives, which are fancier and more comfortable. The concept of this collection is extravagant simplicity.

Batik, Thai wisdom are used in this collection. Batik is made from fresh latex instead of wax, so it could avoid using heat for melting wax and removing wax from the fabric. It is a lot more environmentally friendly than the traditional one. Moreover, I also reused the secondhand handkerchief and put some embroidery on it to make patchwork. To bring new technology into this collection by using 3D printing to make some embroidery details.

VISION MISSION VALUE

A community where people appreciate art and hand crafted

Firstly, make people appreciate Thai wisdom and handcrafted. Secondly, Be sustainable.

STRATEGY To place a high value on handcrafted products and to be environmentally conscious.

CUSTOMER Organize an event about embracing themselves, artisans, and the environment.

TEAMWORK Make the team believe in the company concept and mission.

Brand IdentityDNA

Clothing that brings art and craft into it and gives the vibes of youth, playful, and attractive under the concept of fashion sustainability.

DNA: Crafty and Sensual

TARGET GROUP

-Woman aged between 20 - 30 yrs.

-Femininity/ Sensual/ Simplicity/ Rebellion

-Interested and valued in art and handcrafted

-Concerned about the environment

-Lives in suburban and in city

-Upper middle to upper Class earners

PEN PORTRAIT

Lily is a 25-year-old woman. She rented a 2-bedroom apartment near her family house in Ari, Bangkok, because she wanted her privacy and freedom but still wanted to be close to her family. She works for her family business, which is an imported home decor store. It is located in Ekkamai. And she is also an influencer. Her income is around 100,000–150,000 baht per month. On the weekends, she likes to visit Chatuchak market to find some unique home decor for her apartment, or have a walk and take photos with her friend around Ari or the old town in Bangkok to see the interesting architecture. She likes to visit art exhibitions. At night, she likes to take a night walk around the city and stop by some chic bars with her friend Her hobby is doing art, like painting, sewing, or attending some workshops such as ceramic workshops or flower arrangement workshops. She always made a handmade card or gift for her friends or family members' birthdays because she believed that the handcrafted gift showed how much she cared for them. On vacation, she prefers to visit the beach or an island, and she always stays in a cozy homestay or a rented beach house with beautiful, one-of-a-kind decorations. She likes online shopping and often orders clothes online through the Farfetch website. But she also buys clothes from Thai brands. Tandy is one of her favorites. Moreover, she likes vintage clothing too. She is into scents. She likes to light the incense stick at her home and she always wears perfume. Her signature perfume is Santal 33 by Le Labo.

SWOT

STRENGTH

- One of a kind product

- Products are handmade, it increases the value of the product.

- A small number of competitors

- Sustainibility fashion

- Strong identity

OPPORTUNITY

- Using existing materials, which was left over from the production.It is decreasing the production cost.

- People are concerned about the environment, which meets the brand's concept.

-We are not only sell clothing but also selling art, so we can attract more customers.

WEAKNESS

- Take long time to make the product.

- The style of clothing might be very specific and can approach a minority of people.

- Handcrafted product price may be pricey.

THREAT

- Clothing that focuses on specific groups of customers may not be able to expand the market well.

- Due to economic problems, the purchasing power of customers is decreasing.

COMPETITORS ANALYSIS & MARKET SEGMENTATION

USAGE: Daily life

DEMOGRAPHIC: Woman/ 20-30 yrs./ 150,000-500,000 THB

PSYCHOGRAPHIC: Sensual/ Sophisticate

GEOGRAPHY: Urbanist

USAGE: Daily life

DEMOGRAPHIC: Woman/ 18-30 yrs./ 100,000-300,000 THB

PSYCHOGRAPHIC: Feminine/ Elegance/ Sensual/ Contemporary

GEOGRAPHY: Urbanist

USAGE: Occasional

DEMOGRAPHIC: Woman/ 18-30 yrs./ 45,000-300,000 THB

PSYCHOGRAPHIC: Feminine/ Sassy/ Fun

GEOGRAPHY: Urbanist

BRAND POSITIONING

MUSE BELLAHADID

PRODUCT PRICE PLACE PROMOTION

Items which are handcrafts and environmentally friendly.

Outerwear

Dresses

Tops

Bottoms

13,900 - 45,000

18,900 - 30,000

8,000 - 25,000

12,900 -30,000

Shoes 6,000 - 12,000

Bags 6,000 - 12,000

Official Store (Central Embassy, Siam Discovery, etc.),

Online Store (Official website, social media)

End of Year Sale 20-50%

Gift Voucher for exclusive customers

Occasional Gift for exclusive customers

BRANDVISUAL

Label/ Packaging

BRANDCOLLABORATION

Collaborate with Thai artist and create exclusive design and fabric print for the collection.

Example - Julie Baker

TECHNIQUEDEVELOPMENT

First try with a traditional wax batik and nutural dye.

Experiment on latex batik.

Embroidery on batik.

3D printing technique for embellishment.

Bleaching Fabric to create a new effect.

Using old handkerchief as a emboillishment.

FITTINGLOOK1

Added skirt lenght

Shorten top strap.

FITTINGLOOK2

Shorten bra top length

Added hood strap

FITTINGLOOK3

Added coat length.

FITTINGLOOK4

Added pants length.

FITTINGLOOK5

Shorten dress length.

SKETCH

LOOKBOOK