Table of Contents 5. NOW? What is currently happening at rag & bone
6. NEXT? Introducing the idea of an intimates collection
8. HOW? With help from PVH Corp
10. WHO? Customer profiles Competitors
14. NEXT Rag & bone in¡ti¡mate1 Colors Fits and styles Houston st art instillation Marketing platforms
28. REFERENCES
By: Tyler Montana Anderson
NOW? British heritage mixed with a forward modern design, rag & bone created a name for itself by blending these two different ways of thinking into one seamless style. Fast forward from to 2002 to NOW, rag & bone has become prominent in creating wearable clothing. Innovating the classic tailoring from the British name and combining elements with an edgy New York aesthetic. Marcus Wainwright and David Neville’s with no formal design training had the desire to create beautifully constructed clothes. With the drive and passion they devoted countless hours learning new techniques and skills. While working with local manufacturers at some of the oldest factories in the country to bring a vision to life. Quality, expert craftsmanship and attention to detail has been the goal from the very beginning, creating the ground work for rag & bone. These qualities resonates deeply, creating rag & bone’s core philosophy. Today, rag & bone operates 20 stores worldwide, seven of which are in New York City and four are in California along with its e-commerce site at www.rag-bone.com. Stores are located all across North America, Europe and Asian markets. rag & bone is also available in boutiques and department stores in over 57 countries worldwide. With talk of globalization, rag & bone is a growing company. The company has 20 stores in the U.S., with the most recent store opening in Chicago at 25 East Delaware Place in April. Overseas, there is one company-owned store in London, with four franchise stores in Japan and five franchise stores in Korea. There is also one franchise store each in Hong Kong, Bangkok and Taiwan.
NEXT?
in·ti·mate1 /’i(t) m t/ e e
Togetherness, affinity, attachment, familiarity, affection, confidence; Clothing is a part of us, it feeds on our personality and is an extension of our voice that can not speak for its self. Every moment in our clothing is an intimate moment waiting to happen - not always alluding to a sexual meaning. Intimacy is an emotion, a feeling that means something different to each and every person. Holding it together, being attached at the hip, allowing you to be confident in and out of your clothes - this intimate line is everything underwear should do for you. Creating this brand extension would connect rag & bone, creating a one stop shop. Creating the opportunity for their brand loyal client to create a look, head to toe and within their layers, for those intimate moments. With a fast expansion rag & bone is on track to be a global name by 2020. Which could set an intimates line to be put in place NEXT - Every outfit starts with the same one or two essential pieces (unless you go commando)underwear. With the implementation of this first collection of intimates will be a small testing platform, consisting of three men’s pieces and three pieces for women. For men; briefs, sport trunk and boxers. For women; bra and panties set. The mens boxers will also be created to fit women.
HOW? Partnering with one of the largest globally American apparel companies, The Phillips-Van Heusen Corporation (PVH) Corporation, this next adventure could be put into the works. PVH prides on have a diversified list of brands - including Calvin Klein, Tommy Hilfiger, Van Heusen, IZOD, ARROW, Speed0(1), Warner’s and Olga, along with a number of licensed brands. PVH takes these brands and markets them globally in order to allow a brand to reach it’s fullest potential and push the boundaries. PVH helps with growing brands through a combination of share gains in the market, new product and lines, new distribution that are tailored to each specific unique brands DNA. By supporting each of their brands’ growth through 360’ marketing campaigns, which consist of traditional and digital media, which help drive brand relevancy and engage consumers around the world. rag & bone will be able to use their sources to create the global impact they are searching for, as well as utilizing the distribution practices and product development teams already set in place. Reinvesting in our businesses, paying down debt / maintaining a strong credit profile, funding future acquisitions and repurchasing stock, we are focused on generating strong free cash flows. We believe that maintaining a strong level of financial flexibility will allow us to maximize the potential of our businesses over the long term.
“Our strategy is to take our powerful, iconic brands and maximize their global potential and consumer reach, while staying true to their unique brand DNA.”
-PVH
CUSTOMER PROFILE
WHO? SAMUEL K. TINGMAN Samuel Tingman is a 24 year old living Chicago, IL attending ITT College of Architecture pursing a degree in Architecture. After college he has plans of staying in Chicago with his partner of 2 years and starting a family. Outside of school Samuel has a part time job with AIA Chicago, an architecture firm based right outside of Chicago as an office assistant helping around the office in varies tasks to make sure everything runs smoothly. Samuel will be graduating in spring 2016 and has been offered a position with AIA Chicago, starting at $45,000 annually. Samuel lives an active lifestyle, running 50+ miles a
week with the local running group, and every Saturday he spends his time at the Ronald McDonald house with the art therapy program working with the children. When Samuel has some spare time he enjoys taking his dog Rio to the dog park where he can enjoy time away from technology and the stresses of life. Samuel is a brand loyal customer, who has been buying Rio the same dog food since he rescued her 2 years ago. He is a strong believer in eating and wearing sustainable, shopping at stores at have a good transparency because he wants to make sure he knows what is going in and on his body.
BECKY HOMES Becky Homes is a 28 year old graduate student from Inchbald School of Design in London. Becky moved Brooklyn, New York and was hired as an interior designer at Kati Curtis Design, making $65,000 annually. In Brooklyn she lives with her fiancĂŠe. Becky is a brand loyal customer, when she finds a brand that is a perfect fit for her lifestyle she believes in staying with that brand. Becky shops at Rag & Bone because the simplicity
and the ease of the clothing, but shops with American Apparel for her basics, she is looking for a something with longevity and a higher quality. Growing up in the London, Becky has always tried to live sustainable, when she made the move to the USA, she started shopping at Whole Foods and local markets to get the same scene of home. Becky wants to be a smarter shopper - especially when it comes to clothing.
COMPETITORS MEN
QUALITY HIGH
PRICE LOW
PRICE HIGH
Made from a super soft, lightweight cotton that you’ll forget you’re wearing.
Stylish and versatile, the HANRO Fancy Woven Boxer is tailored from 100% cotton woven with classic stripes, checks, and solids.
Designed in New York. Handmade in Peru. 100% Peruvian Pima cotton. Ultra soft Japanese made håndværk labels. Elastic waistband engineered for ultimate comfort.
WOMEN
QUALITY
PRICE
One of the latest and most popular women’s underwear brand to hit the market and take it by storm, is L’Agent, which has been created by Penelope and Monica Cruz, in collaboration with Sarah Shotton, the creative director of Agent Provocateur. This brand, which was founded in 2005, is meant for the modern and confident women today, who want to look sexy and be comfortable, at the same time. One of the best selling underwear brands in the world, which dates back to the eighties. Offering creative designs, with soft and comfortable fabric, which gives extreme comfort along with elegant style.
Autumn/winter 2017-18
RAG & BONE INTIMATES rag & bone comes from the term Rag & Bone men - who collected and scavenged for materials (which included rags, bones and various metals) kept in a small bag slung over the shoulder. Some wealthier rag-and-bone men used a cart, sometimes pulled by horse or pony. Taking the heritage into consideration colors were selected based on a number of factors. Trends forecasted for Autumn/ Winter 17-18 were a main source, along with the majority of colors that are already in use within the collection that falls in line with the brands DNA. Lastly what the traditional scene of rag & bone stood for - the colors that could be found in scraps of metals, and wood along with the natural surroundings these materials would be found it. Uncovered
Morning Sex and Envy all represent
the varies environmental surroundings. While Bruised, Infliction and Discoloration represent the state metals and scraps could be found it. Bring the color full circle creating a story that caters to both men and women. The fabrication will include modal cotton which has been used in collections. This light as a feather fabric is high wet strength which makes caring for the garment very easy - machine washable and tumbled dry, along with bring extra soft. In addition to its use in general apparel, its softness makes it especially ideal for body contact clothing - lingerie and under garments.
14-1307 TCX UNCOVERED
16-4109 TCX MORNING SEX
19-2311 TCX TEMPTATION
19-3712 TCX INFLICTION
19-4005 TCX DEVOTION
19-4906 TCX ENVY
FITS & STYLES MEN MENS BRIEF - $45 S-XL
MENS SPORT TRUNK - $45 S-XL
MENS BOXERS - $50 S-XL
Autumn/winter 2017-18
WOMEN WIDE-STRAP TRIANGLE BRA - $45 S-XL
WOMENS HIPSTER - $45 S-XL
WOMENS SLEEP SHORTS - $50 S-XL
Autumn/winter 2017-18
RAG & BONE MARKETING
rag & bone prides themselves on being a company that has a unique marketing tactics. With the release of rag & bone / JEANS, supermodel were selected to be their own creative director and product their own shoots for their
ad campaigns. Creating a personal connection with the brand and creating a brand ambassador. These campaigns were shared on all social platforms and within magazines. Keeping the personal artistic connection alive rag & bone invites artist to New York City to tag the side of their store at 73 E Houston St.
NOW
The key to any new product launch is the marketing that comes along with the product. Today’s customers are exposed to a multitude of marketing tactics every day - Social media platforms such as Twitter, Instagram, Tumblr, Snapchat and Periscope. Along with more traditional forms of advertising such as ads in magazines, and classic billboard advertising.
Keeping this in mind the launch of rag & bone in¡ti¡mate1 will involve asking these artist back to collaborate together and create an art piece that can involve everyone that walks by. While also using traditional marketing tactics.
rag & bone | Houston St.
Taking influences from the past and mixing them with the future is the inspiring the launch of rag & bone in·ti·mate1. Working with Rainer Judd rag & bone with create an art instillation that will change with every individual that passes by and interacts with it, much like us - every human changes with the interactions her or she has on a daily bases changing the way he or she will continue living their life. “The Things i should have said“ is based of a hand written letter to a lover that has done them wrong or left them in pieces. This marketing campaign works with the human psyche, triggering the emotional connections of the conscious and unconscious mind. “You” is an ambiguous person, who could be anyone that the individual would like their message to be addressed to. Life is full of intimate moments and sometimes people pass them by because they did not know what to say, this campaign is suppose to create strength and possibly provoke the individual to reach out to “you” and tell share what they should have said.
NEXT
“things i wish i said”
rag & bone INSTAGRAM
#thingsiwishisaid
Special Thanks Photographer Paige MacCready Videographer Demi Waldron Models Taryn Ford Mason Douglass
REFERENCES www.wgsn.com www.rag-bone.com www. faveable.com