SHENG WANG “GAME ON”
A COLLABORATION PROJECT with a NEW EMERGING ARTIST 1
TABLE OF CONTENTS
2
4
MISSION STATEMENT
6
COMPANY OVERVIEW
8
MARKET ANALYSIS
10
SWOT ANALYSIS
12
COMPETITIVE ANALYSIS
14
TARGET CUSTOMERS
16
MARKETING STRATEGY
20
PRODUCT DEVELOPMENTS
INSPIRATION BOARD
ASSORTMENT PLAN
25
BRANDING
26
COMMUNICATION & PROMOTION PLAN
30
CONCLUSION
32
APPENDIX
37
REFERENCE
3
UNIQLO COLLABORATION
MISSION STATEMENT This capstone project endeavors to put into work all the course I have taken in both FASM
and FASH over the past four years. I have created a collection for Uniqlo that embraces all the values that have made Uniqlo a leader in the millennial marketplace. “UNIQLO likes
to challenge boundaries and enliven its brand by partnering with cutting-edge designers
and artistic directors to create innovative joint collections.” (Uniqlo, Collaboration) Uniqlo is known for basic, quality clothing made in premium fabric. In this collection I have taken an artistic approach and have collaborated with a fine art major at SCAD, Sheng Wang, who won Uniqlo the artist competition. We will create a clothing line that is inspired by
his works, named “Game On”. The bold colors and striking graphic while keep in mind the core values of the company. This will excite the UNIQLO customers and attract new ones.
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5
COMPANY OVERVIEW
6
COMPANY OVERVIEW
Uniqlo’s mission statement aims to continuously provide fashionable, high quality, basics
at the lowest price in the market — casual wear that anybody can be worn whenever and wherever.
Uniqlo Co. Ltd is an international apparel and accessory brand and Asia’s biggest clothing
retailer, founded in 1948 by Tadashi Yanai in Japan. The brand offers modern casual apparel
and accessory designs for men, women, and children, which inspires the world to dress casual. Uniqlo is one of the brands under the global Japanese retail holding company, Fast Retailing
Co. Ltd. The company experiences growth under the advantage of new innovation and a
unique business model, SPA (Specialty Store Retailer of Private Label Apparel) that enabled
the brand to control all stages of the supply process and development through distribution and retail. While the brand’s global headquarters are located in Tokyo, it has four regional
headquarters located in New York, Paris, Shanghai, and Singapore, helping to transform the store into a truly global brand. Today, Uniqlo has expanded to 798 stores worldwide, and has a worldwide base of over 72,000 employees in 22 countries and regions.
Uniqlo likes to challenge boundaries and enliven its brand by partnering with cutting – edge designers and artistic directors to create innovative design. The Uniqlo Designer Invitation
Project began in 2007, and continues to expand globally. They have created collaborations with designers and artistic directors, such as Ichikawa Ennosuke IV, Liberty London, MoMA, Jil
Sander, Jun Takahashi, Alexandre Plokhov, Christophe Lemaire, Ines De La Fressange, Carine Roitfeld and so on.
Keeping this in mind, there is a proposal of a new concept to open an online platform to select an emerging artist to collaborate with. Artists’ work should contain digital and graphic
elements, and also reflect a new concept to the digital world. The winner will have a chance to
collaborate with Uniqlo and launch a collection for Spring 2017. Throughout this collaboration, Uniqlo will approach millennials in the U.S and Asia.
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COLLABORATION
8
MARKET ANALYSIS
Marketing ANALYSIS
The interbreeding of art and fashion is not a new phenomenon, rather it has existed for decades since the 1930s. Some high-end designers have created amazing collections with
fine artists, and this trend also influences the mass market. Today, the fashion world is hungry for new campaigns, and the art world is gradually becoming accepting of contemporary
artists venturing into the larger culture. Many luxury bands create a bridge between fine art and fashion, and in recent years, they continue to collaborate with fine artists to launch limited-edition collections in order to attract customers. They consider this collaboration as
a win-win cooperation for brands and the artist, because artists’ work are exposed through
collaborating with designers on runway, and brands win customers’ loyalty and attention. For
example, Marc Jacobs has worked with everyone from Stephen Sprouse to Takashi Murakami on accessories for Louis Vuitton. In 2012, Louis Vuitton collaborated with Daniel Buren and Yayoi Kusama to publish ready-to-wear and accessories.
Most of the exclusive design is a very small in the general public, while fine art influences into the mass market. Now, mass retailers are announcing partnerships with fine art that aim to bring art to the masses, elevating the brand along the way. Artist- inspired clothing
lines constitute just one part of fast fashion retailers’ recent efforts to boost commerce. Uniqlo and Gap are two mass marketing brands that are leading the trend of artists-inspired clothing lines.
In 2004, Uniqlo first launched artists’ designs with a series of T-shirt featuring Andy Warhol’s
work. Whereafter, Uniqlo launched a new store concept called “UT Project” in 2007. It continues to collaborate with renowned artists, designers, photographers and musicians to launch a serise of limited UT. The success of the UT Project is the energy to expand
this concept worldwide. In 2013, Uniqlo became a multi-year corporate sponsor of MoMA to launch limited T-shirts that only sell through Uniqlo and MoMA stores. In 2016, Uniqlo
continues to collaborate with The Museum of Moder Art by launching a new collection named SPRZ NY (Surprise New York) that features a special collection of modern art-inspiration
fashion products intended to surprise. Moreover, due to popular demand after the first
launch of UT KAWS instantly sold out, the collaboration will come back to the U.S from May 20, to June 17, 2016.
Under the U.S economy recovery, fast fashion brands continued to show strong sales growth and increased their market share in the US in 2015. According to the article “Womenswear
in the US”, foreign fast-fashion brands H&M post value growth of 11%, Zara experienced growth of 14% and Uniqlo, which is a relatively smaller market share than H&M and Zara, also grew by 68% in 2015.
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SWOT ANALYSIS
10
SWOT ANALYSIS
STRENGTHS
Price advantage gives a competitive edge
Brand already has the collaboration project
Developing new and innovative products
Strong market position enhancing bargaining power
WEAKNESSES
Significant dependence on Japan for major of revenue
Poor brand recognition in U.S market
Loss of sales in U.S
Pure international competition of some UNIQLO competitor’s ranking are much higher
OPPORTUNITIES Expansion of Uniqlo business
Innovations and creations in collaboration project
Access social media and viral advertising to start two-way communication with customers.
Popularity of large format stores, and selling both in brick-mortar store and online
THREATS Strong competition in domestic market of competitors, such as American Apparel and GAP
11
COMPETITIVE ANALYSIS In the U.S market, Uniqlo faces intense competition from well-established fast fashion companies and stores such as the American Apparel and GAP. These two brands are also active in collaboration projects in recent years.
American Apparel is an American clothing manufacturer,designer, distributor, marketer and retailer based in Los Angeles, California. Since 2013, they
consistently collaborate with artists to create limited-collections. The first artist collaboration was with LA-based artist KESH, an England native who’s
established herself as a pop culture icon. In 2014, they collaborated with Nathalie Du Pasquier, one of the original founding members of the Mephis
design collection.They created an artistic collection by utilizing Du Pasquie’s brightly colored, geometric, and abstrct work. In 2015, they collaborated
with American artist Peter Max to creat a collection inspired by Cosmic 60’s art and bold, saturated colors.
12
Gap is a leading international specialty retailer offering clothing,
accessories and personal care products for men, women,
children and babies. It also has a great name and brand image in the U.S market. Since 2007, Gap started to join collaboration projects, and partners with the Council of Fashion Designers of
America and Vogue to introduce Gap design editions. In 2008,
Gap also collaborated with the Whitney Museum of American Art to introduce a limited edition T-shirt collection. In 2014, Gap
collaborated with Visionaire to release a limited-edition at Frieze London. In 2015, Gap released their new project, GAP Remix project, to team up with a series of emerging artists to create an exclusive collection of limited-edition prints. Gap is a strong competitor in price range and target group to Uniqlo.
13
TARGET CUSTOMERS
>> DEMOGRAPHICS Target customers want a contemporary and elegant look,
and is also interested in art pieces with an affordable
price. They are mostly female that range from the age 18-30. They lead a relatively active lifestyle, balance work and leisure activities such as nightlife entertainment and
traveling. They are easily adaptable and heavily rely on using new technology, such as laptops, smartphones and tablets to surf the internet, watch videos, play games, shop, listen to music, etc. (Nielsen)
Target customers like to use a non-conventional way to shop with brands they love, yet still enjoy shopping at
brick-and-mortar stores. A variety of electronic devices
and multiple social media platforms are two types being widely used for consumption by this generation. Laptops, smartphones, and tablets are three typical
electric devices that are used for online and mobile shopping. They are looking for complete information and seeking insights they need to find the best products and services by checking products rating and reviews.
They are active in various of social media accounts to
connect with different types of people, and it becomes a tool to shorten the distance between people, and
also between the customer and the brand. Facebook,
Twitter, LinkedIn, Tumblr, Pinterest and Instagram are
popular platforms where people share information
and connect with each other. They still are communityoriented and value the opinions of their peers when making purchasing decisions.
14
TARGET CUSTOMERS >> CUSTOMER PROFILES
Name: Angie Li
Name: Morgan
Age: 23
Age: 28
Gender: female
Gender: female
Education: a junior student at New York University Occupation: an undergraduate student
Income: Monthly income from parents- about $ 2000; part-time job at Whole Foods Geographic location: New York
Lifestyle: She focuses on her college study, and also loves to enjoy free-time with friends
Habits: Love to fashion and writing, shopping, Technological Instagram
Usage:
using
and
Relevant Opinions and Beliefs: She likes to
shopping with friends, and every 2 or 3 weeks.
She cares about style and quality, and also loves interesting and creative stuffs.
Occupation: Visual Merchandiser Income: $36,813 annually
Geographic location: Chicago,IL Homeownership: rents
Homeownership: rents outside of campus
discovering new food, and petting cats
Education: Fashion Institute of Technology
Lifestyle: Usually, she is busy on her work, but she loves to enjoy her free-time with friends and traveling worldwide.
Habits: Love to shopping and running
Technological Usage: using blog, facebook and Instagram
Relevant Opinions and Beliefs: She likes to
shopping about every 1 or 2 weeks via brick and mortar store and online. She loves to seeking trends and popular styles through fashion blogs and popular social media.
15
MARKET STRATEGY
Uniqlo will offer a new platform and a chance to collaborate with Uniqlo to every emerging artist worldwide, in order to design their newest collection which will sell on the internet worldwide. Uniqlo will collect and evaluate all the paintings through their special website, and then choose the best artist to work with. This collaboration will sell and promote via online and all the social media channels, as they currently execute today. The company will have pre-launch propaganda to introduce a new collaboration through social media first, such as Facebook, Twitter, Instagram and Google+. They will first launch the merchandise through their U.S online website, then Japan, China, South Korea and UK. The plan is to utilize existing distribution channels and global source and digital network to promote and market this new collection worldwide. This will increase customer number and loyalty worldwide, and especially boost the brand recognition in the U.S market.
16
Marketing STRATEGY
>> RECRUIT WEBSITE
17
Marketing STRATEGY
>> THE FINALIST WINNER
SHENG WANG AND HIS ARTWORKS “GAME ON“
The paintings underline the paradox of dehumanizing love relationships by advanced technology and virtual reality. It is a reflection on the artist’s addiction to the simulated reality that he has found in video games. He feels that video games provide an irreplaceable pleasure and level of achievement, which leads players to believe in the vitual reality. Sheng Wang is interested in this Beudrillardian Head-on crash where humanity meets with technology. This is an emotional reaction when a child plays video games for the first time. In his work, humanity is a 3D rendering of a baby’s head; new, fresh and innocent. The technology is represented by shapes that are appropriated from retro video games from 1970’s-1980’s. The rigidness of the ‘simulated’ shapes versus the softness of the baby head provides a synthesis that reflects humanity being lovingly coddled by machines in a great apocalyptic compromise.
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Marketing STRATEGY
19
PRODUCTS DEVELOPMENT
>> DESIGN INSPIRATION The inspiration of this collection is based
on two key words from Uniqlo’s mission statement, “fashionable and basic “. In order to
emphasize on Sheng Wang’s artwork, I decided to combine simple silhouettes and basic design
to make a collection of mix-matched clothing, which is funky and can be worn everyday.
20
Products Development
21
Products Development
>> LINE UP
“GAME ON”
PRINTED COLD SHOULDER TOP
PRINTED MINI SKIRTS
22
PRINTED CROPTED T-SHIRT
PRINTED LEGGINGS
Products Development
“GAME ON”
T-SHIRT DRESSES
LONG TANK DRESSES
MATCHING LONG SLEEVE SHIRT DRESSES
LONG SLEEVES WEARTSHIRTS DRESSES
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Products Development >> ASSORTMENT PLAN DESCRIPTION
PRODUCT ID
20100
“GAME ON”
T-SHIRT DRESSES
MATCHING LONG
20101
SLEEVE SHIRT DRESS-
COLOR
SIZING
WHITE BLACK
SML
WHITE
SML
WHITE
SML
BLACK
SML
BLACK
SML
BLACK
SML
WHITE
SML
WHITE
SML
ES
LONG SLEEVES
20102
WEARTSHIRTS DRESSES
20103
LONG TANK
20104
PRINTED LEGGINGS
20105
PRINTED MINI SKIRTS
20106
PRINTED CROPPED
DRESSES
T-SHIRT
20107
24
“GAME ON”
PRINTED COLD SHOULDER TOP
“GAME ON”
BRANDING
>> HANGTAGS DESIGN About “Game On” The paintings were painted by a ermerging fine artisit, Sheng Wang. “Game On” underline the paradox of love relationshipb dehumanizing effect of advanced technology and virtual reality. Beudrillaridan Head-on crash, humanity meets with technology, a emotional reaction when a child first time plays vidieo games. The rigidness of the ‘simulated’ shapes versus the softness of the baby head provides a synthesis that reflects humanity being lovingly coddled by machines in a great apocalyptic compromise.
All packaging will be united by Uniqlo, but hantags will be redesigned for this collaboration. In order to better promote our collaborator’s artworks, Uniqlo will redesign hangtags based on the artist’s works. For the new hangtags, one of
artist’s artwork and artwork’s name will be placed at the
WOMEN T-DRESS
M
100%
$ 59.9
COTTON
front, and basic information of the artist with his collection,
retail price, size, material information are placed at the back side of hangtag.
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26
COLLABORATION
COMMUNICATION & PROMOTION PLAN
PRE-LAUNCH Uniqlo will begin to advertise and inform customers about the new collection, notice the date and purchasing channels
before selling products. In order to promote this collection
and artist’s artworks, the majority of the promotion will be featured on Uniqlo’s top social media accounts – Facebook and Instagram as well as an email newsletter.
LAUNCH Uniqlo will continue to advertise and update customers
about the new collection through social media outlets during the official selling period. After three months major
Every Interaction
selling period, Uniqlo will start to mark down the price to
Jon
Home Create Page
clearance.
Recent
2013
Ethan Hawke commented o status
Founded
POST-LAUNCH
Sponsored
UNIQLO USA Clothing
After selling this collection, Uniqlo will continue to discuss and collect the data after three months selling. This will
provide Uniqlo a great opportunity to obtain customer feedback that will help the company to improve for the next coming collaboration.
Timeline
About
Liked
Photos Post
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Email Signup
Following
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Jack Black commented o Costner’s stat
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2014
Lee Van Clee to CINERARIU OCTOBER
Timothy Hutt commented o Jones’s status
Message It's not it and enduring beauty in terms of simplicity It's not it and enduring beauty in terms of simplicity is. True simplicity; in order to cover up
Photo / Video
Vincent Price Julia Robert’s
Aaron Eckhar Al Pacino
Write something on this Page...
Andy Garcia Ben Affleck
http://www.uniqlo.com/ February 10
Suggest Edits
Unliqo’s new collaboration with an emerging artist. #UNIQLO EMERGING ARTIST#
APPS
It's not it and enduring beauty in terms of simplicity It's not it and enduring beauty in terms of simplicity is. True simplicity; in order to cover up
Charlie Sheen Colin Farrell Don Cheadle
Like Page
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Ted Baker - Fancy That
PHOTOS
Like · Comment · Share Write a comment... POSTS TO PAGE
John Doe Interesting Like · Reply · 1 · 10 October at 22:18
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communication & PRomotion plan
>> THE LAUCHING WEBSITE PAGE
Uniqlo’s website will have a new announcement page with the artist’s introduction before sellling. It will have products, the project introduction, final artist information, introductions of artwork, and a comments page to communicate with customers.
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communication & PRomotion plan
>> PRE-LAUNCH, LAUNCH, AND POST LAUNCH PROMOTION ACTIVITIES
Pre-Launch February
March
Launch April
May
Post-Launch June
July
August
Social Media Instagram Facebook Digital Media Website Email
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CONCLUSION In conclusion, the new concept of the new emerging artist
collaboration will offer a great chance to unknown artists to expose their artworks in the public, and also is an opportunity to help Uniqlo increase sales. I believe that the success of this project will be a
message to worldwide artists to continue to pursue their dreams.
Uniqlo will continue to have a collaboration with multiple areas’ artists to win a profit, and to achieve their aim “to become the world’s No. 1
apparel company by creating clothes and service that enrich people’s lives everyday.”
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APPENDIX
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>> TECHPACK
Front
Main label with logo
Description: Printed Leggings Using 100 % cotton Total Long(inches): 65 Chest (inches): / Waist (inches): 143 Hips (inches): 38.2 DATE CREATED: 05/25/ 2016
Style#: 20104 Division: Women’s Bottom Size Category: S-‐‑L Size Range: S – L Sample Size: M Season: Spring
Description: Printed Leggings Fabric Category: 100% Cotton Colors: Black
Back
½” space between stitching line and edge
DATE MODIFIED:
PATTERN
DATE RELEASED:
33
Style#: 20103 Division: Women’s Dress Size Category: S-‐‑L Size Range: S – L Sample Size: M Season: Spring
Front
Main label with logo
Back
½” space between stitching line and edge
Description: Long Tank Dress Using 100 % cotton Total Long(inches): 103 Chest (inches): 43 Waist (inches): 50 Hips (inches):/
DATE CREATED: 05/25/ 2016
34
Description: Long Tank Dress Fabric Category: 100% Cotton Colors: Black
DATE MODIFIED:
PATTERN
DATE RELEASED:
Uniqlo (A COLLABORATION PROJECT with a NEW EMERGING ARTIST) TechPack
Style#: 20106 Division: Women’s top Size Category: S-‐‑L Size Range: S – L Sample Size: M Season: Spring
Front
Main label with logo
Description: Printed Cropped T-‐‑shirt Fabric Category: 100% Cotton Colors: White
Back
½” space between stitching line and edge
Description: Printed Cropped T-‐‑shirt Using 100 % cotton Total Long(inches): 15.5 Chest (inches): 43 Waist (inches): 50 Hips (inches):/ DATE CREATED: 05/25/ 2016
DATE MODIFIED:
PATTERN
DATE RELEASED:
35
Front
Style#: 20107 Division: Women’s top Size Category: S-‐‑L Size Range: S – L Sample Size: M Season: Spring Main label with logo
DATE CREATED: 05/25/ 2016
36
Back
½” space between stitching line and edge
Description: Printed Cropped Shoulder Top Using 100 % cotton Total Long(inches): 175 Chest (inches): 40 Waist (inches): 45 Hips (inches):/
Description: Printed Cropped Shoulder Top Fabric Category: 100% Cotton Colors: White
DATE MODIFIED:
PATTERN
DATE RELEASED:
REFERENCE "Fast Retailing Annual Report 2015." ANNUAL REPORT 2015 (n.d.): n. pag. Web. 26 May 2016. <http://www.fastretailing.com/eng/ir/library/pdf/ar2015_en.pdf>. "Gap's Art Attack." Vogue UK. N.p., 28 May 2015. Web. 26 May 2016. <http://www.vogue.co.uk/news/2015/05/28/gap-‐remix-‐t-‐shirt-‐collaboration-‐designs>. Marinelli, Gina. "American Apparel Unleashes Its Inner Kooky In This New Collab." Refinery29. N.p., Mar. 2014. Web. 26 May 2016. <http://www.refinery29.com/2014/03/64901/american-‐apparel-‐nathalie-‐du-‐pasquier-‐ collabortation#slide>. Sawyer, Jonathan. "Uniqlo Is Relaunching Its KAWS Collection This Weekend." Highsnobiety. N.p., 17 May 2016. Web. 26 May 2016. <http://www.highsnobiety.com/2016/03/30/uniqlos-‐kaw-‐collection-‐ss16/>. Sherman, Lauren. "DO ARTIST COLLABORATIONS MAKE SENSE FOR MASS RETAILERS?" FASHIONISTA. N.p., 2 May 2014. Web. 25 May 2016. <http://fashionista.com/2014/05/art-‐fashion-‐collaborations>. Sundac, Marta. "Visionaire X GAP Art Collection." HIGHSNOBIETY. N.p., 14 Oct. 2014. Web. 26 May 2016. <http%3A%2F%2Fwww.highsnobiety.com%2F2014%2F10%2F14%2Fvisionaire-‐gap-‐art-‐ collection%2F>. "UNIQLO and MoMA | SPRZ NY." UNIQLO and MoMA | SPRZ NY. N.p., n.d. Web. 25 May 2016. <http://sprzny.uniqlo.com/about/>.
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