ECO TOTE for Vissla Surf

Shani Tsfoni. Aidan Toohey. Jenna Huston. Tian Shi.

FASM 400. Fall 2016. Monika Jonevski

TABLE OF CONTENTS 04 VISION

HISTORY

06

20 08 CONSUMER RESEARCH

12 CONCEPT

SWOT

PACKAGING

MARKETING

10

PRODUCT LINE

27

14 16 PROCESS

22

MOOD BOARD

18

MINI LOOKBOOK

STORE

30

24

MARKETING

EMAIL

26

H I S

After resigning as head of operations at Billabong, Paul Naude founded Vissla as a branch of his company ,Stokehouse Unlimited, in 2014. Using his experience he sought to create a surf company that catered to a young male demographic. The focus of the brand is to provide quality surf wear with style in mind.

T O R Y 04

05

V I S I O N Vissla is a brand that represents creative freedom, a forward-thinking philosophy, and a generation of

creators

and

innovators.

We

embrace

the

modern do-it-yourself attitude within surf culture, performance surfing, and craftsmanship. This is a

surf-everything

We

06

are

and

ride-anything

creators

and

07

mentality.

innovators.

S

STRENGTH

OPPORTUNITIES

•Sustainable efforts (Partnerships with Surfrider Foundation and Surf Industry Coastal

•Introduce brick and mortar location(s)

Defender Program)

•Expand into women’s apparel

•Strong product line

•Expand accessories line

•Range of product line

•Showcase ethical practices

•Knowledge of key customer

•More ad campaigns

•Strong social media presence

•Expansion on sponsorships

WEAKNESSES

THREATS

•Lack of sales representatives on East Coast

•Competition from more established surf brands

•Young brand

•Image distinction from other surf brands

•Catered to only men

W

O

•Quality control

•No brick and mortar locations

•Lack of reputation within industry

•Limited brand awareness

08

09

T

C O N S U M E R

R E S E A R C H

VALS:

Experiencers

are

young

motivated

by

self-expression

variety

their

life.

risky.

in

Often

enjoy

They outdoor

and

and

enjoy

look

new

activities,

enthusiastic. for

They

are

excitement

and

possibilities sports,

that

social

may

be

interactions.

Males 12-25 $35,000-$40,000 annual income Enjoy surfing, outdoor sports and recreational hobbies.

Enjoys an active social lifestyle and values friendships.

Also shops at D’Blanc, Swell.com, Patagonia, Ripcurl, O’Neill, Hurley

10

11

P R O D U C T

L I N E Wetsuits Wovens Knits Pants/denim

Vissla’s product line carries many items catered to the every need of a surfer.

Jackets

Some items include everyday wear of shirts, knits, pants and boardshorts.

T-shirts/Tank tops

As well as wetsuits, accessories and curated goods. Even though they are

Boardshorts

a young brand, they have had many special collections with collaborators.

Walkshorts Accessories Bags Youth Curated Goods

.

12

13

C O N

To share our passion for sustainability and protecting our oceans, we decided to take our products to the next level by upcycling wetsuits. A wetsuit is made out of neoprene, which is a synthetic fiber that does not decompose organically. Once a wetsuit experiences wear and tear it is no longer useful and is just thrown out, which is not helping the environment. Instead of the wetsuit ending up in a landfill or ocean, we have created bags in order to re-purpose it. Our bags are made out of 100% upcycled wetsuits that would benefit the environment and make our customers feel good about their new purchase. This bag follows our values of being creative and innovative.

C E P T 14

15

Simple Functional

Initial sketch

Eco-friendly

M O O D B O A R D 16

17

In collaboration with Hannah Pleasant an accessories designer at SCAD.

P R O C E S S 18

19

P

a c k a g i n g

The tags are made out of recycled materials, and give information on how to take care as

Since we are an online retailer, we will be using boxes to send out the new bags. These boxes

well as the story behind the inspiration.

are specially designed for the bags using a cardboard box made out of recycled materials.

20

21

M A R K E T I N G

Vissla is currently on many social media platforms but is still gaining recognition since it is a young brand. Currently their most popular platforms are Instagram, Facebook, Twitter and Youtube. Their most interesting marketing campaign is their blog and creatures and innovators sections which feature inside stories to experiences and surfers. The new ECO-TOTE will be featured on all social media platforms and their blog. The ECO-TOTE social media exposure will show consumers their environmental efforts and hopefully gain some more recognition.

2,818 Followers

54,914 Likes

125K Followers

1,477 Followers

22

23

MAGAZINE AD

FACEBOOK & INSTAGRAM

M A R K E T I N G 24

P T . 2 25

WINDOW DISPLAY

IN STORE SIGNAGE 26

EMAIL BLAST

27

28

29

30

31

32

33

34

35

WE ARE CREATURES AND INNOVATORS