Masters in Fashion Management 2013-14 !
Workshop Title: Product Management !
Name of brand: SLOWEAR ! Project Leader: Mr. Damon Pittman !
Team: Cathleen Wever | Shreya Bhardwaj
Company Overview: BRAND PROMISE: Integrity High quality Comfort Casual Elegance BRAND DIMENSIONS: Four Unique Brands Wide range of product offering Mix & Match VALUE PROPOSITION: Artisan Quality to produce Timeless clothing CORE VALUES: Timeless Style|Specialisation|Attention to details|Quality| Integrity| Fabrics|Passion|Research & innovation MISSION: Emphasis given to Quality, Details, research & Innovation to provide consumers clothes and accessories that last long. VISION: To Passionately Design Clothes &Accessories that are High Quality, Timeless and make the consumers feel comfortable !2
Company Overview: Products: Trousers Shirts Jackets Knitwear Accessories Lifestyle Products
Promotion: Magazine advertisements Social Media presence Catalogues website
Price Points: Shirts: €130 Trousers: €170 Knitwear: €260 Accessories: €250
Place: Brick & Mortar Stores:Europe America Asia/Middle East
! Online: mrporter.com !3
Brand Analysis: Brand Identity Model Personality Contemporary style! Smart clothing,! Smart casuals for the Urban Man! Sophisticated & Time less!
Physique Slow Fashion! Timeless Fashion! Innovation in fabrics
Relationship Quality! Unique products that are Timeless and Classic Honesty ! Respect for good clothing Reflection Slowear wants to be the one stop destination for a quality driven, contemporary man looking for smart casual clothing
Shared Values & Culture Slow Fashion! High End noble fabric to brand! Quality oriented! Timeless Staple/ Aesthetics! Well crafted
Self Image Sophisticated! Educated, Affluent man! Appreciates Quality, Attention to detail! Not brand driven! Classic yet contemporary !4
Competitor Mapping/ Brand Positioning: Design/Style Sensibility: Formal Etro
Brioni Cucinelli
Zegna Canali
Price
Z Zegna Paul Smith
SLOWEAR Brooks Brothers
Ralph Lauren J Crew Hackett Fay
Design/Style Sensibility:Casual !5
Price
Customer Profile
!6
SLOWEAR Leisure Do it Right, Take it Slow
!7
Concept Note: SLOWEAR Leisure Is a collection of accessories for those men who choose how time should be spent, Indulging in Passion ! It is the right proportion of Mix & Match style for our slow-lifers, giving a more dynamic dialogue to men,s accessories ! A lifestyle approach to accessories, with 4 Capsule collections in a year. New Passion, New Collection ! Main Raw Materials: Fabric + Leather !8
The GOLF Edition !
“When Golf just Feels Right”
!9
Inspiration:
MOOD: Faded Colours | Structure | Lines | Vintage !10
Product1: Technology Case
Option 1
Option 2
Leather Handle
- Fabric Base -
Leather Lining
- Lining -
Fabric Base Leather Strap with Metallic Rivets Leather Patch with Embossed Logo
- Leather -
Option 1
Option 2
I-pad Case
Metal Rivets Leather Lining Fabric Leather Patch for! Personalisation
- Fabric Base - Lining - Leather -
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Technical Specifications: Satchel
Front View
I-pad Case
Shell Colours
Lining Colour
Materials
Side View
10.5”
13”
3”
Shell:Cotton Shell:Cotton Twill! Twill! Lining: Cotton Lining: Cotton Twill! Twill! Leather Leather 10.5”
Details
Logo
Embossed on Leather ! Patch
Inside View 3” !12
8.5”
I-pad Case Front View
Product 2: Golf inspired Gloves Double lining of edges! [For Finishing] Fabric Base Perforated
Option 1
Metal Button
Option 2 - Fabric Base -
Back view
- Wool Lining Leather Fingers! [For better Grip] Fabric! [Knitted for greater Elasticity] !13
- Leather -
Product 3: Smoking Case Leather Outer Stitching Fabric Lining
Option 2
Option 1 - Fabric Base -
Stiffener Metal Button Cigar Cutter Holder Smoke Holder Lighter Holder
!14
- Lining - Leather -
Product 4: Golf Case Metal Rivets
Option 1
Leather Top
Fabric Bottom
Leather Handle/! Back Strap Stitching Metal Buckle
Option 2
- Fabric Base -
- Lining - Leather -
Metal Zip/Pocket Fabric Base Leather Detailing
Internal Lining Leather Sections for Clubs
Fabric Strip Leather Pocket! Pouch
Leather Base !15
Top View
Back Strap
Product 3: Golf inspired Derby Shoe Internal Lining Fabric Shoe lace hole
Option 1
Option 2 - Fabric Base -
- Lining - Leather Stitching
Fabric Base
Leather Additional Leather Flap! for classic Golf Shoe feel (Detachable)
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COST TOTAL PER CONSUMPTION COST UNIT (EURO) (EURO)
ARTICLE
DESCRIPTION
UNIT OF MEASUREM ENT
Material 1
Cotton Twill
pq
1
10
10
Material 2 Total Upper Lining
Leather
pq
1.5
41
Cotton Twill
pq
0.98
2
62.25 72.25 1.96
paio
1
0.30
LARA CH(US) 12.895 Paio LARA 1052164 Paio Paio Paio
2 1 1 2
3 6.30 3.38 1.10
21x28 24x37
1 1
1.57 0.53
Label Printing Total Lining Insole Outsole Heel +Top Piece Back Counter Total Component Box Textile Bag Total Packaging Total Material LABOUR JOB
Cutting Skiving Stitching Lasting Finishing Coverage insole with plateau &Burglary Cover Heel Total Labour Cost
Pezzo Pezzo
UNIT OF MEASUREME NT Minute
TIME PER PAIR -
COST PER UNIT -
Minute Minute -
Paio
-
-
Paio
1
TOTAL COST (€) 7.50 1 14 28 2 2.40 1.25 56.15
Price Sheet Brand Name Products Name
0.30 2.26 6 6.30 3.38 2.20 17.88 1.57 0.53 2.10 94.49
Derby Shoe
Product Image
Shipment
€ 1,00
Total Other Cost
€ 1,00
General Cost
Slowear Leisure
€ 50,00
Cost Of Material
€94,49
Labour Cost
€56,15
Total Cost
€ 201.64
Other Cost
€1,00
Mark Up (160%)
€ 322.62
TOTAL INDUSTRIAL COST
€ 151.64
Selling Price / RRP
!17
€ 550 (Rounded Off)
Product Pricing:
Ralph Lauren Paul Smith Brooks Brother
Golf Bag
Smoking Case
Brouges Shoes
Technology Case
Gloves
€364
€138-413
€690-1100
€ 1650
€ 172.59
€235
€338-800
€ 325
€ 169
€428
€550-825
€ 498
€ 190
€587
€725
€ 1710
€ 552
€158
€ 245
€ 50
€731
€1283-1442
€ 3055
€ 938
€ 400
€ 550
€ 450
€ 300
€1656
Ermenegildo Zegna
-
Ted Baker
-
Brunello Cucinelli
-
Slowear
€ 1100
-
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Marketing & Communication: OBJECTIVES:
STRATEGIES: Immerse brand into consumers lifestyle through strategic events and marketing activities!
Build deeper connection with existing consumers! !
!
Introduce Slowear to new, potential consumers!
Place the brand/products at key locations in order to create more awareness!
!
Encourage motivated and inspired product consideration
!
Develop creative habitual experiences for the consumer
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Launch Marketing Strategies: Current Online ! Presence: In-store Activities! Run Interactive Marketing ! on Facebook!
! 1. Ask questions on Facebook about consumer’s leisure activities! 2. Posts content about the leisure activities the brand is launching for, and monitor response! 3. Post teasers about the new collection to be launched (Pre-launch)
! Host a “Puting High Tea” in key stores across the globe.! ! Use existing consumer database to invite them for the event.! ! An exclusive Invite Only hours, where consumers can allow Personalise their purchase, with Monograms, etc! ! Event open to general public later !20
Visual Display!
! In store for unto 2 weeks in front window! ! In Key Multi brand outlets like! 1. La Rinascente! 2. Biffi! Slower can purchase the visual space to promote the Leisure line! ! Online Presence! Banners on MrPoter.com! Posts on SJournal
r e s a e T ok Facebo
Invite for Putting Eve nt SLOWEAR Leisure The Golf Edition Slowear brings to you a collection of accessories for tho se men who choo se how time should be sp ent, Indulging in Passion A lifestyle approac h to accessories, with 4 capsule collection s a year, New Passi on New Collection.
!
Banner on Mr. Porter
We invite you as
our Privileged Me mbers to be a part of the “Puttin g High Tea� at 4 p.m . Indulging in Golf inspired accesso ries, and a chance to persona lise your own colle ction.
Via Solferino, 18 20121 Milano, Ita lia +39 02 63 47 13 84
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Marketing & Communication:
Visual representation of the Putting Event inside the store. !22
Marketing & Communication: Wine & Cheese Catalogues Flagship Stores Sponsoring Collaboration 
 

Membership Cards
Advertisements
!23
In-store Furniture:
!24
In-store Visual Merchandising:
!25
References: http://www.slowear.com http://fashion.telegraph.co.uk/article/TMG10188963/Mencyclopaedia-Slowear.html# http://www.slowear.com//en/slowear-journal/ http://www.acontinuouslean.com/2013/07/18/slowear-all-you-ever-need/ http://www.acontinuouslean.com/2013/07/18/slowear-all-you-ever-need/ http://www.fashionbeans.com/2013/italian-mens-style/ http://brandtiffanyandco.wordpress.com/brand-positioning/ http://sashdesigns.com/tag/men-shoes/ http://www.tedbaker.com/lifestyle/mens/shop_the_look/list.aspx?int_cmpid=mensacc_slickpicks
http://cargocollective.com/ERMportfolio/Fashion-Design-Brief-Menswear
Thank you!