DOSSIER MARKETING MBI

Unisex Fall/winter 2024

Lisa Schreiber

MARKETING AND COMMUNICATION

STORY TELLING .................................................................

BRAND BOARD .................................................................

LOGO .............................................................................

PERSONA ........................................................................

TARGET ..........................................................................

SWOT .............................................................................

BRAND MAPPING ..............................................................

BENCHMARK COMPETITORS .................................................

BENCHMARK PRICES ..........................................................

LINE UP...........................................................................

PRICES.............................................................................

COMMUNICATION ..............................................................

DISTRIBUTION .................................................................

RETROPLANNING ...............................................................

SUPPLIERS ....................................................................

«My bugs and I» is a collection where I enlived insects, each look representing a different little creature. My silhouettes are big and the outfits are voluminous because I wanted to showcase the majesty of insects in contrast to their small size, to allow for appreciation of their morphological details and complexity.

By definition, insects are living beings with technical attributes that allow them to adapt to the environment around them; they need to hide, hunt, reproduce, etc. As such, I was inspired by the technical aspect that connects us to the natural world, adding many details such as carabiners, elastic cords, and materials adapted to meteorological variations.

In addition to this, I left a large door open to the imagination with pronounced, original shapes and colors that are out of the ordinary. One can feel an Asian inspiration in my silhouettes, like Yamamoto or Yayoi Kusama, who also have this childlike aspect with ambiguous creations that are both literal and crazy. I wanted to create an impactful and playful collection that reflects my personality. I like to think that it’s a kind of quirky minimalism.

Factually, you can find padded jackets with growths and vivid color associations. I want people to quickly understand which insect it represents, allowing me to explore various different themes while still maintaining a cohesive thread. That’s why you can find kimonos next to puffer jackets or even fur.

So, try to call upon your inner child to discover my insects.

Story telling my bugs and I - US

Lisa Schreiber

¨My bugs and i¨ is my first collection. Having spent the year designing insects that come to life, insects that come straight from my mind, they represent more than just clothing but rather real characters.

That’s why I named the collection with this very literal name to portray an image of myself amidst all these characters. It’s a lively and dynamic collection, which is why I used 3D for the logo to illustrate volume and movement

«US» is the brand name I have chosen because it refers to a group, a community. It represents both the consumers who gather around the brand, and the creators who work together on the projects.

With this name, each collection will be defined by a pronoun (me, you, he, she,...), such as the collection «My Bugs and I», but there could also be «She is Dark» for an all-black women’s collection, or «We Are Running» for a collection focused on running. This name allows for free creativity and emphasizes the family aspect.

Those who will buy the products of the «US» brand are men and women predominantly aged 18 to 35 (although all ages are welcome) who are interested in the artistic milieu in general, but especially in what has been happening over the last 20 years (music, urban art, installations, etc.).

This is a sophisticated and demanding clientele who appreciate original and high-quality clothing and design. They are interested in innovative designs and new technologies. They like the idea of having unique pieces (especially for special occasions) that come from a socially and ecologically responsible firm.

They enjoy being involved in social movements and the development of gathering spaces or neighborhood living.

In summary, a clientele that lives with its time and aspires to live in a pleasant world. aspires to live in a pleasant world.

Personna

My

Lisa Schreiber

Diane is 26 years old and was born in Bordeaux. She moved to Paris for her higher studies in an sound engineering school.

Today, she is a DJ and part of a group of beatmakers/ singers/DJs who perform in small venues in Paris and its surroundings, such as the Hasard Ludique, the Point Éphémère in the 18th arrondissement, or the Chinois in Montreuil. Her two passions are, of course, electronic music and creating her own music videos using techniques like stop motion or mixed animation with real footage.

After her studies, she spent a year in Argentina hiking and meeting new people. She plans to move away from Paris because, even though life is interesting there, she finds the cost of living too high and the quality of life better in the South, as well as having greater artistic freedom. She often wears clothes from the brand during her sets or for events

After her studies, she spent a year in Argentina hiking though

TRENGHTS EAKNESSES

- Strong brand identity and originlaity

- Innovative designs and collaborations with brands and artists

- Active engagement with customers through social media , events, and press

- Young underground customers

-Wide range of products including clothing, accessories and lifestyle items

- Production made in France and Europe, with a good salary for workers.

PPORTUNITIES

-Expansion into new geographic regions and markets

- Increasing demand for sustainable and ethical fashion

-Collaboration with artists or brands.

- Press development

-Financial contribution and help to developp the brand

- Make a ready to wear producton

- Use more ecoresponsable products

- Limited retail presence in some geographic regions

- Prices may be considered high by some customers

- Competition from established and emerging streetwear brands

- Lack of vibility

- Lack of money to open more stores in Europe

- Slow prodution

- Sometimes too specific

THREATS

-Changing fashion trends and styles

- Dependence on collaborations with other brands and artists

- Increasing competition from emerging brands

- Fast fashion’s impact on the market

- Inflation (for the material’s price in Europe )

EVENT

AND COLLABORATIONS :

For the launch of the «My Bugs and I» collection, there will be an afternoon and evening event held in the brand’s boutique, which is spacious enough and will be reorganized to provide enough space. Several stands will be available to customers in addition to the clothes preview: tattoo, screen printing and poster creation stand, and other types of services and performances (dance group, engravers, various installations) a special wall for gra iti artists who want to express themselves, as well as canvases and paint. A stage will be set up for artists’ concerts for all tastes (for example «Girly» and «The Psychotic Monks» for rock, and «Rad Cartier» or «Jäde» for rap, etc.). This kind of event will take place with every new collection as well as on various occasions, with more or less specific themes (for example, events for Earth Day with 3/4 of the profits donated to environmental organizations).

I want these events not to be made for excessive profit, but more to bring together a community and help those in need in the long run. That’s why I want the profits from these events to be close to zero and the money used for a neighborhood clean-up or donated to competent associations.

PLATEFORM:

Of course, the brand must have its own website, featuring mood boards and complete photoshoots, as well as information on the origins of the products and employee salaries, and the production chain, all in the name of transparency. On Instagram, TikTok, and Pinterest, the brand will have dynamic and impactful content, showcasing vibrant colors and collaborations with artists (such as «enfant precoce» or «tatoupourtoi» tattoo artists, who could develop collections or merchandise in the style of brands like «la manso» or «rezine»). The ultimate dream would be to have a quarterly or semi-annual magazine created in collaboration with employees, freelance artists, and journalists, called «ALT,» which would cover the fashion industry, upcoming innovations, habits to change, and events in line with the brand’s youthful and rebellious spirit.

The goal is to create a community, or more humbly, to bring together a group of people interested in design, ecology, innovation, questioning established norms, and social kindness.

exemple of the Fall 2024 edition of ¨ALT¨ newspaper

How to be a better client?

things to know if you to be responsable about your consomation this fall

exemple of design for a poster you stuck in the street

STORE :

The brand’s store will be a spacious place with a re-purposed industrial style, featuring changing installations created/imagined by team members or artists depending on the season. I envision a place with lots of wood and metal, and a very high ceiling. It will be a collaborative space with frequent organized events, a bar/drinks area, and workshops. Ideally, in the more budget-accessible cities, mini workshops will be connected to the store to make modifications in real-time. The first store will be a large re-purposed hangar in the Belle de Mai neighborhood in Marseille, as it is inexpensive and close to a «normal» population. In Paris, we will target neighborhoods such as La Goutte d’Or or the 19th arrondissement. There will be pop-up stores with discounts four times a year (every season), and registration will be required (limited spots for the biggest fans). The brand will have items sold in retail stores but not in franchises as big as Citadium. Of course, ordering online will also be possible.

PACKAGING AND LOYALTY :

In an ecological concern, postal shipments and in-store pickups will not contain any plastics, and customers will receive their packages in recycled paper and cardboard, which I believe they can handle. The cardboard packaging will even aim to transform into an object (photo frame, origami, co ee table, etc.).

In addition, a virtual or real loyalty card will be available to determine motivated customers, similar to loyalty cards for pizzerias or other snacks. After 10 purchases in-store or online, customers can benefit (in addition to accumulated points that allow for discounts) from a SPECIAL object or packaging, created by an artist. It could be a portable and unique brand bag, ceramic objects, or reused and reusable plastic objects.

The goal is to create a community, or more humbly, to bring together a group of people interested in design, ecology, innovation, questioning established norms, and social kindness.

Plastic and reusable bag with name of the brand

craftpaper packaging

craftboard packaging you can transform into object Distribution

My bugs and I

Sketchbook/trend research

Moodboard

Color range/patterns

Sketch approval

Line up

Collection plan

Muslin prototypes

Prototype presentation

Modification sewing pattern

Fabric selection

Fabric cutting

Sewing pieces

Garment frame presentation

Technical sheets

Detail and finition

Accessories

Accessories production

Second Line

Portefolio

Photo shoot + lookbook

Final presentation

Retroplanning

My bugs and I - US

SOURCING

Suppliers

Ladybugg Pu er jacket

Ladybugg Pu erShort

Ladybugg t-shirt

Ladybugg socks

Praying mantis top

Praying mantis belt

Praying mantis kymono

Beetle t-shirt

Beetle jacket

Beetle pant

Ant dress

Ant jacket

Ant bag

Caterpillar coat

Caterpillar body

Bee coat

Bee combi

Bee leg warmer

suppliers

My bugs and I - US

Lisa Schreiber

Suppliers

Mercerie st-pierre Tototissus sentier extremtextile Aliextress Marché st-pierre Tissus market coupon stpierre Leroymerlin