RAME - Capstone Project Booklet

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P roj ec t st a t ement Th is p roje c t is ab ou t b uilding up my own Hon g Kon g b ase d childrensw ea r b ran d , RamĂŠ , offe rin g high qua lity a nd e c o- frie n d ly c loth in g with our unique p atte r n s.

t a b l e o f co nte n ts 1. B r a n d O v e r v i ew

2. C ol l ec t i on

3. S ale s & Plan n in g

B r a n d I n f o r mation

Th e me

Line List

Ta rg e t M a r k e t

In sp iration s

Ta rget P rice

M a in C o m p e titors

M ood B oard

Key Item

Colou r Pale tte

Toys a nd Accessories

Patte r n De sign

5P s

Colle c tion Lineup

SWOT

F ab ric S e le c ti on

Studio a nd loca tion

4 . Br a n d i n g & A d v e r t i si ng

Logo Design

Ta g s a n d P a c k a g i n g

So c i a l M e d i a

Pro m o t io n a l P l a n

ab o u t u s R am é - ( n) Som e t h in g t h a t is b o th c h aotic an d joy fu l at t he s am e t im e .

• A Ho ng K o n g - b a s e d c h ild re n swe ar b ran d o ffer s cl o t h i n g f ro m n e w b o r n u p to 4 y e ars o l d.

• We des i g n o u r o w n p a t t e r n s.

m i ssi o n To g row tog e th e r with ou r c u stomers, sh are th e h ap p in e ss of life th rough our

vi si o n RamĂŠ aims to c re ate a b e tte r everyda y life for c h ild re n with h ig h q u ality, eco-friendly an d fu n p rod u c ts.

brand overview

b ran d an d p rod u c ts.

c ore values s u perio r qua lities f u n ctio na l t i m eless design a nd pa tter n e c o -f riendly brand overview

t o p custo mer service

targ e t market C ouples, women 25 - 38 year s o l d Middle class w i th a n i nc o me ra ng i ng fro m H K D 300k - 500k (~U SD 39k - 65k ) Higher educa ti o n l ev el

Wor king adul ts fresh parent s professionals

O ur cust omers w o ul d i d ea l l y b e H o ng K o ng - b a s ed millennials, fo c us i ng o n thei r s p end i ng ha b i ts , concer ns about the q ua l i ty o f c l o thi ng a nd designs. We a l s o fo c us o n fa mi l y a nd fri end s of our cust omers .

brand overview

housewives

brand overview

main co m p e t i t ors

• Australian brand

• Swedish brand

• Spanish brand

• Fun patterns with functional

• Sleek designs with great

• Trendy with reasonable price

designs

quality

• Price point : USD $6.9 -

• Price point : AU $9.95 -

• Price point : USD $7 - $49

$65.9

$79.95 (~USD $7.66 - $62.22)

• Offers childrenswear from 1

• Offers childrenswear from

• Offers childrenswear from

year old to 10 years old.

newborn to 14 years old.

newborn to 14 years old.

s t re n g th s

weaknes s es

• Our founder has extensive experience on fi-

• Non-existent brand of new children’s clothing

bers and textiles.

retail store

• Our company has its own factory located in

• Untested end-to-end process from product de-

China which can lower the manufacturing cost.

velopment to delivery of products to customers

• We also design our own prints and patterns

o p p o r t uni ti e s • The rise of high quality childrenswear recently

threats • Expensive rent in Hong Kong • It takes time to promote and let people know the brand

brand overview

with natural dye and eco-friendly materials.

SS 2 0 1 9 t h e me “m y s har p l i t t l e f r ie n d� is a th em e i ns p ire d b y c a c t u s a nd p la nt s . I t w ill b r i n g o u t m in i mal d es i gns wi t h jo y f u l p a t t e r n s of

collection

c act us .

collection

in s p i r a t i o n s

RAMé

“ m y s h a r p l i t t l e fr i end ” SS 2019

collection

collection

pa t t e r n d e s i g n

Pattern in black and white.

Cactus motif in green and blue.

“ m y s h ar p lit tle f ri end”

S S 2 0 1 9 co l l e ct i o n b a b y b a s i c s ( 0 - 1 2 m o n t h s) b a b y SS 2019 (0 - 12 mont hs) g i rl s SS 2019 ( 3 m o n t h s t o 4 y e a r s o l d )

collection

b oy s SS 2019 ( 3 m o n t h s t o 4 y e a r s o l d )

BABY SS 2019

collection

BABY BASICS

collection

GIRLS SS 2019

collection

fab r ic s e l e ct i o n Ram ĂŠ ca re s a b o u t f a b r ic an d safe ty on our prod u c t s . We c h o s e to u se g rad e A organi c c o t t o n , o rg a n ic lin e n an d te n c e l as our ma in m a t e r ia ls in ord e r to g iv e t he bes t q u a lit y t o o u r c u stome rs.

collection

organic cotton

organic linen

w o ve n : org an ic linen, tencel, orga nic cotton kn it : org an ic cotton

collection

tencel

l i ne lis t & target price • The price of our single item products ranging from HKD$97 - $410 (~USD $12 - $52), box sets ranging from HKD$250 - $980 (~USD

sales & planning

$32 - $125)

BABY BASICS

Product : Basic Long Pants

Product : Basic Bibs

SKU : #1124

SKU : #1255

SKU : #0023

Colour : Multi-colour (4 colourways)

Colour : Multi-colour (4 colourways)

Colour : Multi-colour (2 colourways)

Retail Price : HKD $180 (~ USD $22.9)

Retail Price : HKD $146 (~ USD $18)

Retail Price : HKD $97 (~ USD $12.3)

Product : Cactus Kimono

Product : Cactus Jumpsuit

Product : Cactus Bibs

SKU : #5266

SKU : #5321

SKU : #0041

Colour : Cactus pattern (2 colourways)

Colour : Cactus pattern (3 colourways)

Colour : Cactus pattern (2 colourways)

Retail Price : HKD $152 (~ USD $19)

Retail Price : HKD $207 (~ USD $26.4)

Retail Price : HKD $97 (~ USD $12.3)

sales & planning

Product : Basic Long Sleeves Onesie

BABY SS 2019

sales & planning

sales & planning

ke y i t e m • In this collection, the Sleeveless Doll Dress is our key item. The specialness of this design is the embroided cactus pattern on the top of

sales & planning

the dress.

(hand sewn by Shelby Moore, hand embroidered by Vivian Lee)

sales & planning

t o y s & a cce s so ri es • Besides childrenswear, Ramé also focuses on soft toys and accessories.

• As the new collection theme is cactus, we created a cactus-shape soft toy.

sales & planning

p rot o t y p e p ro d uc t d e v e lo p me n t

Wet felting process

Blend the fibers with the drum carder

Cut the dried felted fabric into pattern pieces and sew them together

sales & planning

Final product

5Ps product

price

• Ramé specialises in the selling of baby and chil-

• The price of our single item products ranging

dren oriented apparel and accessories from 0 to

from HKD$97 - $410 (~USD $12 - $52), box sets

4 years old to the general public.

ranging from HKD$250 - $980 (~USD $32 - $125)

sales & planning

• Baby’s apparel includes tops, bottoms, bodysuits, jumpsuits and accessories; Children’s ap-

promotion

parel includes tops, pants, skirts, dresses, jackets

• Our company will hold a launch party inviting

and accesorries.

business partners, medias, bloggers/youtubers

• Our products use our own designed prints and

and customers.

patterns that can only be found in our brand.

• We will start an opening sale and give out coupons per purchase in order to attract customers.

• Encourage people to set up loyaty program by sending out welcome gifts.

people • staff and managers that are friendly and accommodating to the needs of parents and children.

• As our brand is a Hong Kong-based brand, we will only focus on customers in Hong Kong for the first step.

• The studio will be located in Tsim Sha Tsui, it is a combination office of half studio and half showroom.

sales & planning

place

studio & location • Ramé will first start with a studio and showroom combination office. Customers and clients can always come to feel and touch our products.

• The studio will be located in Tsim Sha Tsui,

sales & planning

Kowloon.

• Tsim Sha Tsui is one of the busiest district in Hong Kong. • There are several big shopping centres nearby, including Ocean Terminal buidling, where the childrenwear

sales & planning

brands are gathered.

lo go d e s i g n mai n l o g o DR

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font / t ypefa ces

abcdefghijkl mnopqrstuvwxyz 1234567890 ,./;’”-+!@$%&?

branding & advertising

Ramé

c o l o u r s u g g e s ti o n s

black

light grey

grey

kraft paper

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branding & advertising

t ags & p a ck a g i ng

branding & advertising (all made by recycled paper)

soc i a l m e d i a • Since the rise of social media in the previous decade, Ramé’s social media strategy will mainly focus on our official website and Instagram.

• We will keep our account update and put

branding & advertising

ads on Instagram and facebook.

branding & advertising

prom o t i o n a l p l an • As a start up brand, product launch is a lot more important than launching a collection only.

• Ramé will have a 60 days pre-launch, product launch month and a 30 days post-launch.

• We will also hold a launch party at our studio on our opening day, inviting friends, local influencers,

branding & advertising

business partners and clients.

promotional calendar : PRE-LAUNCH NOVEMBER INSTAGRAM FACEBOOK EMAIL COMING SOON PAGE PRESS RELEASE LAUNCH PARTY INSTAGRAM ADS FACEBOOK ADS

DECEMBER

LAUNCH

POST-LAUNCH

JANUARY

FEBRUARY

dai l y • 2 Instagram posts • 3 facebook posts • connect with someone new everyday

we ek l y • 2 emails

mont hl y • 1 giveaway activity • 1 promotion discount • collaborate with bloggers / youtubers at least once • review Instagram and Facebook ads

branding & advertising

• engage with the audience through a video

R e f e re n ce Seed Heritage h t t p s : / / w w w. s e e d h e ritag e .c om/ C O S C h i l d re n h t t p s : / / w w w. c o s s tore s.c om/u s/Ch ild re n Z a r a K id s https://www.zara.com/us/en/kids-l1.html?v1=358503 H&M Kids http://www.hm.com/us/department/KIDS

Chickeeduck https://www.chickeeduck.com/ Kingkow http://www.kingkow.com/ Pantone Colour Finder https://www.pantone.com/color-finder Google Map https://www.google.com/maps

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Vivian Le e | FAS M 4 3 0 | Cap sto n e Project