SOPHY STUDIO be simple, not normal
My story Brand story
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SS18 collection
2018/4-2018/6
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ART | STYLE | ILLUSTRATION
in this issue
my story
retail
research
my wardrobe
retail position
competitors
my story
Mission statement
WGSN trend research
brand story
Sustainability
collection research
brand focus
online store price range cis
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design logo design collection story color palette range plan 2018SS collection
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MY STORY
My wardrobe My dressing philosophy is based on comfortable. If I went out all day, when I back to home and took off my clothes, feeling release at the same time. Then I won't dress that clothes again. Because clothes are suppose to make people feel at ease. 3 items I like and wear the most is hoodie, t-shirt , shorts. Their common point is all convenient and comfortable, I can wear them everyday, every week, every month. Also don't have to spend much time worry about outfit, just take them and put it on.
3 item I hate. The first one is skirt those length to calf, it makes my legs look fat and short,the length is weird,cut at a fat position.Also make me feel age Second is Japanese style dress the one that a line from the top it was so comfortable so I wore it before. But will make you look like pregnant. The third one is leather pants, you need a good figure to wear it. Due to my dressing philosophy is comfortable is the most important.Then choose those looks good and fit myself.
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My story
What is different from designer and artist? Is design for somebody or just do what you want? This divide is not clear this days. You can design for someone and express your idea at the same time. I can’t tell what makes me a designer, I want to create things and make people pleased and satisfied. I'm interested in visual things, photos, pictures, videos, painting, magazine, stylist, illustration… I spent the most time in those. Not only focus on garment also those around packing is more interesting to me. I like to take photos and layout design too. My style of garment is vintage cute, classic in a comfortable way.when I start design I will start setting topic and feeling at first, and searching this kind of reference, point the pros and get all the feelings together then try the sketch, set the colors… I attracted by almost everything in life, the graffiti on the street, the corner of café, bike's color parked at the alley, passerby's outfit, lyrics in that song. Every little thing always got me. I think the whole package completely makes it looks good. I want to create in anyways, don't limit. A brand not only represent fashion brand its stand to full range types creativity.Combine variety ways to express our brand. And this will be my main point.
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Brand story
simple daily, casual fashion. I think that clothes are supposed to help people looking good, not to masked each person's original characteristic. It might seems like basic a section, but it's our most confident idea. It doesn't add too much so everyone can wear out in their own ways. Wish everyone can wear it anytime when feeling it, enjoy its comfort and common in the unique way.
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Brand focus Hoodie, jacket, T-shirt, shorts, jeans‌ these more practical and convenient outfits. Focus on detail not just follow the trend. Neutral, pattern are the same just different sizes. Will mass production in an ethical way. Use organic natural fabric, so comfortable wants to wear it everyday. Young, street, and feel a little rebellious. use in Print design too.
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Slogan: be simple, not normal. Although our clothes are easy and simple but it's not normal or boring. simple aesthetics will be shine on everyone in a different way.
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Target market Age 20-35,men and women, student to social people, medium income. Love art and sports, free lifestyles willing to try many things, adapt to different changes, confident to ourselves.
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RETAIL
Retail position
Zhongshan District, Taipei City
There is a place which lots of independent shop, new brand comeing out and many café it's a comfortable place with many young people, traffic also convenient. Our store is a three floors building with a large area of glass The first floor selling clothes on the second floor has a balcony is coffee shop on the third floor is dedicated to illustrations, etc.
Mission statement
My studio willing to collaborate with different area of artist or designer. We want to promote crossover like fashion and music, fashion with illustration, fashion with media design... we can helping each other intoduce new ideas then promote in there area too.
Sustainability When we sell each 10 garments we donate one to Africa, helping Africa's children that dont have clothes to wear. Customer could see the pictures those kids wearing our clothes in the store.
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Third floor
Second floor
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First floor
Online store basicly is clean and clear website.
SOPHY STUDIO be simple, not normal
Price range (mid price range) 3 key items: Hoodie/NT.2500 T-shirt/NT.800 Shorts/NT.1880 Refer to Golf wang and Acne studio's price I think that's a high range, I set lower price to my brand, because my customer's age are 20-35. young people are my main customer. 16
CIS
Chicken Ranie is Sohpy studio's mascot also logo. Ranie in different colors applied in many merchandise. hat, logo shirts, sticker, key ring...etc.
hang tag
our store's third floor coffee shop, our cup with logo onit
reusable plastic bag. if you use this bag next time at our store, you can get 10 dollar discount.
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RESEARCH
Competitors Golf Wang Golf Wang is Tyler a rapper loves street curture and set his own brand. Golf wang’s creation always chooses lively colors. Tyler hopes to bring the various angles of daily life into the garment. This proves that the crazy idea can be used as design inspiration at any time. Many of them thinks Golf Wang's style is hard to handle, but wearing it on Tyler's body is so fitting, it can only be said ,confidence is the way its fashion work. And golf wang collabration with converse this time to come up new shoes series with his new album together!
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Acne studio Acne Studios was introduced in 1996 as a creative collective by way of Stockholm, dedicated to innovations in graphic design, advertising, and film. But when Acne cofounder Jonny Johansson released a wildly popular run of limited edition raw denim a year later, he saw potential For expansion into ready-to-wear and accessory lines. Ever since, the company has staked a permanent claim in the fashion industry as the go-to source for clothing with an artsy, outside-the box perspective. The signature lineup—must- Have Acne Studios boots, jeans, and shearling coats—gets more covetable every season.
Their common pros also are the main thing I want to be my point too,
And also acne studio have about 20-30 branches around the world, and
crossover creation, Tyler push his new song along Golf Wang new series.
every store has different interior decoration, coordinate with local.
They have connect too. But golf wang have too few types.
Because Jonny doesn’t like to create a formula then just use it in
Go to Acne studio's website it's too cool ! the web design, digital,
everywhere.
film for promote is a perfectly complete packing. This is cool. Buts its clothes style is a little too complicated to me.
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Trend reseacrh
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I looked at the WGSN,  was interested in some image, like the all picture is pink, make me feel serene, so I want to use my collection as a set.Top and bottom use the same farbic. And found different style printing on clothes,to be my reference.
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Collection reseacrh Jacket, polo, hoodie, shirts in suits, with hat and big pocket. Windbreaker and cotton are the main fabric. clothes and pocket in different color makes the color blocks compared it obvious be the point.
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DESIGN
logo design
SOPHY SOPHY
STUDIO SOPHY STUDIO
SOPHY STUDIO
STUDIO
SOPHY STUDIO
SOPHY STUDIO
SOPHY STUDIO Chicken Ranie, It's Sohpy studio's mascot also logo. Chicken is everywhere in life, not hard to see. Its strong breeding ability, high survival, no special requirements for the environment, no matter where it can be raised. Just like we willing to try many things, adapt to different changes, chicken symbolic of ordinary, busy all day, so very diligent. Represents trustworthy and starting a new day.
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2018 SS collection
Collection story: The first collection is about introducing SOPHY STUDIO our logo design, print design and illustration. our key item in bright color. plain color clothes. with graphic arts,type and texture,reapting type, cleaned-up leisure style
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color palette Primrose yellow,sunset orange, and dark purple are my main color for this collection.
PANTONE13-0755 primrose yellow
beige, warm gray and deep purple are for the bottom or some detail. The light saturated color means bright and joyful days in your life.
PANTONE14-0848 mimosa
beige,warm gray and deep color means to balance make the series looks peace, leisure and equilibrium.
PANTONE16-1257 sun orange
range plan PANTONE warm gray 3c
dress, 7.14 outwear, 21.4
T-shirt, 7.14 Hoodie, 14.3
T-shirt Hoodie
polo, 14.3
PANTONE warm gray 7c
pants, 21.4
polo jeans
jeans, 14.3
pants outwear dress
PANTONE pms5185
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2018 SS collection
SOPHY
SOPHY STUDIO
STUDIO
SOPHY STUDIO
SOPHY
STUDIO
SOPHY STUDIO
SO P H Y STUDIO
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Y SO P H STUDIO
S OP H Y STUDIO
costing
Style 23/5/2018
tank top Segment
Phase
Garment Costing Sheet Sophy Studio
Composition
Brand Date
100%cotton
Product Drawing
Quantity (mtr)
Remarks/Comments
Season
ArtNo#.
cotton
polo tank
s246-14
Fabric:
Supplier
mens
宜昌 knitting fuse
Collection Type
Description #ak45
FABRICS
orange tank top dancing lady
TRIMS
1 1
1st sample SS18/19 Basic
Price (mtr) 150 70
150.00
TOTAL
0.00
70.00 0.00 0.00 0.00
220.00
0.40
2.00
TOTAL
2.00
Price (each)
0.40
1.00
Quantity
2.00
9.00
Composition 1
1.00
ArtNo#.
1
3.00
Supplier
collar fusing
TOTAL FABRIC COST
Description swingtag 1
2.00
size tag 3
100.00
1
wash care instructions
100.00
label
button
1
0.00
114.40
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
logo embroidery
TOTAL TRIM COST
CMT Cost (Cut, Make & Trim) Packaging
$351.12
Inc. Tax (5%) 334.40
$702.24
TOTAL PRODUCTION COST
PRODUCTION
Excl. Tax
TOTAL ALL COSTS this is how much the designer has paid to make this item
668.80
$1,404.48
TOTALS
WHOLESALE PRICE designer mark-up is 100% (double the total cost) this is how much the designer will sell the item to the retail store.
1,337.60
RETAIL PRICE store margin is 50% (double the wholesale cost) this is how much the store will sell to the consumer.
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costing
Style 23/5/2018
sports Segment
Phase
Garment Costing Sheet Sophy Studio
Composition
Brand Date
100%cotton
Product Drawing
Quantity (mtr) 2 0.5
Remarks/Comments
Season
ArtNo#.
cotton
pants
v278-14
Fabric:
Supplier
mens
宜昌 70%cotton30%polyster
Collection Type
Description v334-6
FABRICS
warm gray pants 宜昌
TRIMS
1st sample SS18/19 Basic
Price (mtr) 150 100
300.00
TOTAL
0.00
50.00 0.00 0.00 0.00
350.00
2.00
2.00
0.40
1.00
Price (each)
2.00
10.00
Quantity 1 1.00
200.00
Composition
1 10.00
ArtNo#.
swingtag 1
100.00
0.40
size tag 1
Supplier
orange knee pieces
TOTAL FABRIC COST
Description
TOTAL
wash care instructions 2
5.00
20.00
2.00
3.2cm, elastic band
10.00
1
pocket embroidery 2
5.00
label
15cm, mental zip 1
0.00
240.40
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
rope
TOTAL TRIM COST
CMT Cost (Cut, Make & Trim) Packaging TOTAL PRODUCTION COST
$619.92
Inc. Tax (5%)
$1,239.84
590.40
1,180.80
$2,479.68
TOTALS
PRODUCTION
Excl. Tax
WHOLESALE PRICE designer mark-up is 100% (double the total cost) this is how much the designer will sell the item to the retail store.
2,361.60
TOTAL ALL COSTS this is how much the designer has paid to make this item
RETAIL PRICE store margin is 50% (double the wholesale cost) this is how much the store will sell to the consumer.
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Designer/ Sophy Chu Photographer/ Kelly Lin Model/ Gary Tsai special participate/ my doggy DouDou
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