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
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