MFM 13-14/ Workshop 1: Product Management: Slower

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

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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

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SLOWEAR Leisure Do it Right, Take it Slow

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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”

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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

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- 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

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€ 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! !

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Introduce Slowear to new, potential consumers!

Place the brand/products at key locations in order to create more awareness!

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Encourage motivated and inspired product consideration

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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!

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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)

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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!

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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.

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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

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In-store Furniture:

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In-store Visual Merchandising:

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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!