CONTENT
I was born at half past six just before dawn when there was still dew on the road, so my Chinese given name is Chenlu ( 晨露 ), which means dew of the morning. I like the story of the Goddess of the Dawn in Roman mythology very much. Eos (Aurora in Roman mythology) was the goddess in charge of the dawn before sunrise. Where Aurora passed, there would be dew with roses' fragrance. Morning light is a gift from the nature, while Aurora is a goddess representing hope and expectation. She descended to earth and fell in love with Tithonus. Because Tithonus was a mortal human being while she was an immortal goddess, she asked Zeus to give Tithonus eternal life. Zeus gave him eternal life, but not eternal youth, so she could only watch the strong young man she deeply loved growing old gradually and finally shrinking into a cicada. Aurora, washing her face with tears every day, finally killed Tithonus with her own hands and swallowed the fruit given by Athena to forget Tithonus forever. Such a sad but beautiful story reminds me of my helpless days in university bound by rules and regulations. At that time, I looked forward to a happy and free lifestyle very much.
1.Brand Identity 2.Brand’s Moodboard 3.Fashion Trend Forecasting 4.Customer Segmentation 4-1. DeWoes' customer segmentation 4-2. Qualitative research: structured interview 5. Competitor Research & Analysis 5-1. Primary research of competitors 5-2. Competitors' SWOT analysis 5-3. deWeS' SWOT & marketing analysis 6. Positioning 7. Marketing Mix 7-1. Product Design 7-1-1. Inspiration 7-1-2. Moodboard & research 7-1-3. Textile 7-1-4. Design development 7-1-5. Draping 7-1-6. Line up 7-1-7. Supply chain 7-2. Price 7-3. DeWeos’s look book 8. Brand’s VI Design 8-1. Logo & style 8-2. Packaging 9. Place 9-1. Store experience 9-2. Online store experience 10. Promotion 11. Corporate Social Responsibility 12. Bibliography
Deweos brand is an independent designer brand that combines vintage and emerging elements. There is no fixed standard for clothing style and gender. It is inclusive, changeable, undefined, and unique, interesting and avant-garde. Deweos integrated with various cultures to create a fashion that not only retains the retro and modern elements but also combines the creative sense of innovation while maintaining high quality and reasonable price position range so that consumers can choose their own self-confident fashion.
Mission
Integrate different cultures to make people from different backgrounds more confident and develop their own uniqueness.
Vision
Changing people's attitudes to fashion
Figure：Marketing fashion, Harriet Posner, 2011, P 91.
The first stage of the trend life cycle is the introduction stage. The next is growth, then comes the maturity stage, and finally the decline, which may tail off to nothing, or remain low and constant in the case of a fashion classic. Sales of a fashion fad might take off suddenly. Growth might be rapid, reach a peak and then drop quickly; the fad will die out once everyone who wants the particular fashion has it. Fashion buyers need to be sharp when it comes to fads — while they obviously have great potential if you get it right, there is a risk of getting on the bandwagon too late and being caught with stock no one wants. When a fashion trend reaches maturity, sales will flatten out. This is the indication that the market is saturated and sales will start to go into decline. Declining sales for a specific retailer or supplier could also result when a trend is established, and other competitors offer something similar that consumers prefer. （Posner， 91） A popular trend is a lifestyle widely spread in a society or a certain group within a period. It is an expression of an era. It is a social phenomenon formed in a certain historical period and by a certain number of people, who are driven by some kind of consciousness and generally adopt some kind of behaviors, lifestyles or concepts through the medium of imitation. The fashion trend cycle is generally divided into three stages: avant-garde and popular, popular and fashionable, and the most classic. The life cycle of a fashion trend, from its introduction to growth and maturity, and finally to decline, is slow in formation but has a lasting effect on the whole market over a long period of time. （Posner， 91）
Fashion trends of Deweos: For the Classic, I chose the classic skirts and suits in plaid, zebra-stripe and leather fabrics to combine retro and modern elements. For the Fashion, I chose some suits, shirts, and overcoats in snakeskin pattern, printing, PVC material or extremely simple pure color fabrics to create customers’ favorite fashion items. The Fad refers to some more design-conscious and daring clothing styles, like lingerie look and others. It is probably only accepted by a small number of people, but it's a trend.
According to a survey of fashion markets by BOF and McKinsey, the global fashion market has been affected by the economic slowdown in recent years but is recovering. More and more companies are changing their traditional strategies, hoping to cut costs, embrace new technologies, and shift their goals to younger consumer groups. Globally, the Asia-Pacific market is the most optimistic market in the future, while the Chinese market is growing rapidly, and the industrial chain is also upgrading. At the same time, with the promotion of mobile network technology (especially 5G), online platforms and mobile payments enable fashion brands and products to reach the market faster. In addition to the trend of digital platforms, young consumers are increasingly focusing on the topics of sustainability and social issues.
SOURCE: BOF-MCKINSEY STATE OF FASHION 2020 SURVEY
Fashion brands have long targeted China as an outstanding growth opportunity. Because over the past 10 years, China accounted for 38 per cent of global fashion industry growth across segments. Since 2012, it has been responsible for an impressive 70 per cent of expansion in the luxury part, and the dominance is excepted to continue out to 2025. Survey respondents stated that “sustainability” will be both the single biggest challenge and the single biggest opportunity for the industry in 2020 The fashion industry is extremely energy-consuming, polluting and wasteful. Despite some modest progress in recent years, fashion hasn’t yet taken its environmental responsibilities enough. In the future, fashion players need to take more meaningful action and regulatory compliance while facing up to consumer demand for eco-friendly change.
Most of the fashion players believe “increased exploration of spend on new platforms vs. ‘traditional’ platforms” will be a top theme in the future. Experienced fashion brands and retailers will face growing competition from new Asian challengers, as manufacturers and SMEs step out of their old-channel and sell directly to global consumers. Expect greater competition from hitherto unknown players in the Asian supply chain who design popular items to sell at affordable prices using cross-border e-commerce platforms. Yearly growth in APAC cross-border B2C e-commerce transaction value is 37 per cent.
Psycholographic segmentation
Customer generation
The main customers like to follow the influential pop stars of fashion key opinion leaders on the Internet and social media, such as Kim Kardashian, Kendall Jenner, Kylie Jenner. They are also "nightclub animals" and enjoy electronic music and fine wine. Similarly, they also like celebrity gossip news, chase the most fashionable fashion trends, pay attention to the views of fashion and beauty bloggers, and like to show unique fashion insights
Customer occupations mainly include models, whitecollar workers, and teenagers from middlelevel and above families. their income is more than 10,000 yuan (about 1000 pounds) per month. they are independent and pursue fashion women. The main audience age range is 20-40, generation z. Because of the development of the network, the source of their information is mainly from mobile phones and laptops and is affected by globalization. A higher standard of living and education background makes them have influenced by pop culture, fashion and art from an early age.
Behaviour segmentation
Geographic segmentation
In terms of consumption habits, they like a highquality lifestyle, a high sense of fashion, both at work and in daily life, and pursue a fashion style that suits themselves. because of a good income in works, they don't care about the price sometimes, and they care about the brands and design styles. they love to become the trend leader in their social circle, must reflect their own dress style. In terms of consumer shopping habits, they like both online and offline shopping, for online shopping platform, such as net a porter, farfetch, Tmall. In brick and mote store, they prefer shopping at the highest-end shopping mall in the city and brand store.
After analyzing geographically, it can be found that most of the Deweos fans live in upscale neighborhoods in the center of the city or have their own villas. They have their own cars and like to travel in sports cars or luxurious cars. When they go on vacation or travel, they usually choose first class seats. High-speed trains and planes are their options for long-distance travel. They drive their own cars most of the time, and take taxies sometimes in their cities.
Figure 1. After the interviewees were born in the 1990s, she would be more influenced by her favorite celebrities or kol, and would like the brand that is more unique / avant-garde designer style. Maxime AGE: 21 Gender: M Education: Bachelor
Q: What occupation do you belong to? Male: freelance
Q: Occupation Z: Owner of an enterprise and business.
Q: What hobbies do you usually have? M: Exhibition, fitness, live-house
Q: What hobbies do you usually have? Z: Fitness,cofee
Q: On average, how many times do you purchase clothing every quarter (3 months)? M: Twice per month
Q: What is the average number of purchases of clothing per quarter (3 months)? Z: Once a month.
Q: What is the average cost of purchasing clothing every quarter (3 months)? M: Around 30K
Q: What is the average cost of purchasing clothing every quarter (3 months)? Z: About 100K RMB
Q: What is the general price of a single piece of clothing (spring / summer) you accept? M: 2-5k
Figure 2. After the interviewee was born in the 1980s, she has a self-assured fixed aesthetic standard, can accept new things, and her consumption habits will not be affected by others. When she buys products, she will become a brand of superior quality.
Q: What is the acceptable price of a single piece of clothing (spring / summer)? Z: 10K
Q: Will you pursue the star effect to buy clothing? M: Occasionally
Zhang, Huier
Q: Through which channels do you often buy clothing? Z: Brand stores, major shopping malls
Q: Do you often buy clothing through certain channels? M: brand store, department store, E- commers
Age: 35 Gender: F Education: bachelor
Q: What apps are commonly used for online shopping? Z: secoo.com; Lane crawford.
Q: When you buy clothes, what influences you the most? Man: Styles, price, design Q: What is your favorite star? M: Wu He, radiohead、4nonblondes
Q: When you choose clothes, what influences you the most? Z: Quality, brand Q: Will you pursue the star effect to buy clothing? Z: Yes
Q: What apps are commonly used for online shopping? M: labelhood、farfetch
Q: What brands do you like? Z: Bottega Veneta, Chanel, Hermes
Q: What brands do you like? M: fengchen wang、cdg、8on8、lemaire
Q: When the price, quality and service level are the same, do you usually choose domestic or foreign brands? Z: Western designer brands and Chinese emerging designer brands.
Q: What brands do you often wear? M: fengchen wang、8on8、cdg Q: When the price, quality and service level are the same, do you usually choose a domestic or foreign brand? M: Chinses emerging designer brands
Q: What activities do you prefer to participate in for clothing brands? Z: Celebrate events; designer trunk show. Q: How do you usually learn about a brand? Z: Social media, shopping mall.
Q: Would you like to participate in some activities of the clothing brand? M: Designer trunk show Q: How do you usually learn about a brand? M: Social media
These are the customer survey I did. The research method I used was qualitative research. I used sample surveys and one-on-one interviews to conduct customer research.
Brands
Year & Country:
Price range & Material
Main products line & Price range
Sals channel:
Promotion media
Social responsibility Cooperation
Garment; accessories; shoes. Est: 2004 U.S Ta r g e t c u s t o m e r age：25-35
180-2000 GBP Wool, leather, cotton, denim, PVC, knit, yarn, velvet, chiffon
Women's bags: 3801600 GBP Wo m e n ' s G a r m e n t : 250-1800 GBP Accessories: 180-660 GBP Women's shoes: 520800 GBP
Matches fashion ,ssense,stylebop ,Alexander Wang online,farfetch; Brick and mort
Taobao, Ins, Listupp Luisaviaroma, E-shop annakiki；Brick and mort
Est: 2012 China
50-1800 GBP
Women garment; accessories
Ta r g e t c u s t o m e r age：20-30
PVC, cashmere, wool, knit, silk
Women series: 1301850 GBP Women's bags: 140-255 GBP Accessories: 52-104 GBP
Est: 2003 Korea Target customer age： 25-35
90-600 GBP Cotton, wool, cashmere, velvet, metal
Est: 1945 China
380-3000 GBP
Target customer age： 20-40 Main products line:
C o t t o n , l e a t h e r, PVC, polyester fiber, reflective fabric, yarn
Women garment; accessories; shoes Women series: 90-640 GBP Accessories: around 160 GBP Women's shoes: 470 GBP Women garment; accessories; lather products Women: 100-1,000 GBP Women's shoes: 170400 GBP Women's bags: 150-300 GBP Jewellery: 40-160 GBP Accessories: 20-60 GBP
Net-a-poreter, Brounsfashion, ssense, Luisaviaroma, Modaoperandi, Needsupply；Brick and mort
Independent Store / Buyer store/ Far fetch, seense, Net-apor ter, shopshop, Luisaviaroma, Modaoperandi, need supply
Development and research of ecofriendly fabrics
·x uniqlo ·x Adidas ·x H&M ·x Bvlgari
Host the show for the social phenomenon of mobile addicted.
·X WOOD’D ·LOONEY TUNES ·X DISSONA ·X HUAWEI
Support people with AIDS； Sports Club
·XH&M · Nike · X L'Oreal · X Paris Opera House
1. No child labour in supply chain 2. Reuse of old clothes 3. Development and utilization of environmentally friendly fabrics 4. Pay attention to socially disadvantaged groups
x Bridget Riley ·x uniqlo ·x Fenty beauty
S: 1. Fashionable 2. Unique 3. Price 4. Loyal customers
W: 1. Brand History 2. Lack of diversity in design
S: 1. Material technology 2. Unique style
W: 1. Low customer loyality 2. Lack of diversity in design
O: 1. Crossover 2.Celebrity effect
T: 1. Rising costs 2. The evolution of trends
O: T: 1. New media promotion1. Rising costs 2. Omni-channel
S: 1. Creative in design 2. Strong brand vision 3. Loyal customers
W: 1. High price 2. Lack of diversity in design
O: T: 1. Crossover co-operation 1. New players in the iarket 2.Celebrity effect 2. Trade war effect
S: W: 1. Brand history and tradition 1. Lack of diversity in 2. Classic style design 3. Loyal customers 4. Sales and promotion group O: 1. Co-operation 2. Crossover
T: 1.New competitors
Conslusion of Competiors Analysis The choice for the main competitors: Compared with 4 brands, 2 of them (Alexander wang and Balmain) are from Europe and the United States, have a certain brand history and customer sedimentation. The sales channels are mature, stable. Brand awareness and promotion channels are extensive, they have a large number of loyal customers. Obviously, in the analysis of the competitive brand analysis, alexander wang and Balmain belong to the first-line independent designer brands. They have solid brand precipitation, mature product design, and a mature and stable fashion supply chain. In addition, two Asian brands (Annakiki and Push button) are young in brand history, and their target customers are mainly in Asian countries, especially the Chinese market. Similarly, their brand crossborder and PR cooperation is only limited to their origin, and has limitations in terms of distribution channels and brand promotion. Annakiki is also an independent designer brand in China. Its design and production are in Shenzhen, China. Relying on the strength of mainland China's consumption, the brand is extremely cost-effective. Similarly, it has convenient supply chain support and has grown rapidly. Maybe my brand and these brands have similar design styles, and the same customer group exists. However, it is worth noting that the distribution channels of Anakiki are uneven. Some have distribution on Taobao, some have distribution in the buyer's store, and their own official website and the prices of the distributed products are inconsistent. Seriously affect the brand image and customer reputation. Push button is a Korean local brand. Due to the influence of regionalization, the brand's promotion channels are very narrow and the distribution channels are also limited. It is mainly aimed at the expansion of the Chinese mainland market, but the lack of understanding of the Chinese market will affect its expansion speed.
Marketing Analysis According to data from the Boston Consulting Group, the number of designers and staffs worldwide is about 90 million, As far as the country is concerned, the number of designers ranks in the top five, in order of quantity: China, the United States, Germany, Japan, Italy, etc. China's modern fashion industry started late, and the formal fashion and clothing design industry only started in the 1980s. China's fashion industry has experienced a period of rapid development. From 2001 to 2010, it maintained a positive growth rate of 10 years, especially between 05-06 and 09-10, and even reached an annual growth rate of about 20%. Increased by 3 times. In recent years, the growth rate of China's clothing production has slowed down, but it is still in an upward trend. With the economic development and the influx of international investment, the fashion industry chain in China and the Asia-Pacific region has become very mature. In China, you can find all links in the supply chain from raw materials to transportation, storage, and distribution. China Fashion marketing facts： Revenue in the Fashion segment amounts to US$281,979m in 2019. Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 11.5%, resulting in a market volume of US$435,129m by 2023. The market's largest segment is Apparel with a market volume of US$184,056m in 2019. In global comparison, most revenue is generated in China (US$281,979m in 2019).
Revenue in the Fashion segment amounts to US$281,979m in 2019. Source: Statista, September 2019
In the fashion field, the global online revenue share has reached 20% in 2018, but this growth will continue to grow in the coming years, driven by the growing middle class in East and Southeast Asia and the backwardness of offline shopping infrastructure. One of the leading trends is the integration of shopping capabilities directly into content displays on social media, enabling high-speed “inspire and sell” customer conversions (such as Instagram Checkout). As viewers are increasingly turning from desktops to mobile devices, improving the mobile browsing and checkout experience becomes critical.
In the Fashion segment, 72% of total market revenue will be generated through online sales by 2023. https://www.statista.com/outlook/244/117/fashion/china?currency=gbp
The brand cross positioning map is mainly used to compare and analyze the positioning of various competing brands in the market. Because the brand positioning map accurately and intuitively indicates the positioning of the brand's main competing brands, it can help brands quickly find gaps in market segments. So as to establish your brand positioning, The vertical axis of the Deweos brand cross-orientation map goes up to represent a brand with a strong sense of design and strong brand individualism. It has always maintained its own style and will not be changed by the market. Going down is a relatively ordinary design with no style. So obviously strong, the design may change according to the trend. The horizontal axis to the right is a relatively high-end brand. High quality is accompanied by high prices. Not all consumers can buy it. To the left is good quality but relatively cost-effective. The audience is wide and most people can accept it. of. The reason why we place deweos in the cross positioning map is that the brand style of deweos is changeable and not so restrictive to consumers. The clothing has a sense of design and is not particularly exaggerated. It can be worn in daily life and has good quality. The quality also has a
Maslow's hierarchy of needs theory was proposed by Abraham Maslow in 1943, and its basic content is to divide human needs from low to high into physiological needs, safety needs, social needs, respect needs, and self-actualization needs. According to five levels of needs, five consumer markets can be divided: 1. Physiological need → Markets that meet the lowest demand level, consumers only need products with general functions 2. Safety need → Meet the market with “safety” requirements, and consumers are concerned about the impact of products on the body 3． Social & belonging need → Satisfy the market with "communication" requirements. Consumers pay attention to whether products can help improve their communication image. 4． esteem need → Meeting the market with distinctive requirements for products, consumers paying attention to the symbolic meaning of products 5. Self-actualization → Satisfy the market where products have their own judgment standards. The higher the level of demand for consumers with their own fixed brands, the less likely they will be satisfied. Putting deweos in the middle social need this position because first of all, the mid-range market is more suitable for most independent designer brands at present. Compared with popular brands, it has its own unique style, which can meet the social needs of some consumers. And relatively high-end custom fashion brands, with good quality and not so expensive, and can be accepted by most consumers, social needs, and group recognition.
7-1. Product Design 7-1-1. Inspiration 7-1-2. Moodboard & Research 7-1-3. Textile 7-1-4. Design development 7-1-5. Draping 7-1-6. Line Up 7-1-7. Supply chain 7-2. Price 7-3. DeWeos’s Look book
7-1. Product Design 7-1-1. Inspiration Inspiration comes from real university life-in the boring PE class, watching everyone wear the same clothes and do the same actions, each class is like completing the task without emotion, I suddenly thought of goddess of love in the myth. She did not succumb to the despair in front of her and still pursued the beautiful life. I got the power of inspiration from her. Although she was bound by the rules and regulations at school, I still worked hard to look forward to living freely and looking forward to breaking the rules and being myself. So, I tried to express my attitude through performance art. During the shooting, everyone was wearing the same uniforms for the usual exercises, and I wore different clothes to declare my dissatisfaction. The green rebellious flame inside is like burning through the ceiling of the shaping room and turning into another novel and interesting steam wave universe I want to go.
Inspiration
7-1. Product Design 7-1-2. Moodboard & Research
My inspiration comes from the Goddess of the Dawn in Roman mythology. Her love story reminds me of my boring campus life, and gives me imagination of another spiritual Cyberpunk world. I did some researches on Cyberpunk elements and some strange but funny makeup that can express emotions.
7-1. Product Design 7-1-3. Textile
In the choice of materials and fabrics, I boldly tried snake-print printing, laser leather, recycled plastic and other seemingly weird special materials. They are applied to the novel and environmentally friendly clothing, which not only conveys the free and unrestrained character of the steampunk universe star but also combines classic beauty and popular elements, helping me to create a fusion style of retro and avant-garde brand products.
7-1. Product Design 7-1-4. Design development
In the specific design development, I used myself and my classmates as models and used old clothes to deconstruct and transform. I tried to use the broken clothes and the clothes we really love to wear every day, and then extracted the silhouettes. Try in-depth design development with interesting details.
7-1. Product Design 7-1-5. Draping
7-1. Product Design 7-1-6. Line up
Design Development
The main colour of the design scheme is to develop colours with various greens as the core, to grasp the key elements such as snake print, laser leather and recycled plastics. The styles are extracted from the silhouette and deconstruction experiments, and then gradually developed into rich details. With its unique design and freestyle as its core, it tries to create a personality effect compatible with modern retro and modern avantgarde, thereby showing the multi-faceted style of women of different ages. There are a total of 21 SKUs in the entire series, which are matched into 10 sets of clothing suitable for different occasions and moods. Blazers, jackets, dresses, skirts, shorts, jumpsuits, jumpsuits, trousers, waist seals, sweaters, sweaters, tube tops, all styles are involved, the overall style is balanced and comprehensive.
As the inspiration of 2020 SS comes from campus life, the old clothes of the shape suit of the body class were re-used, and the models were cut, collaged, and matched, and combined with other fabrics to create new styles, to create different textures and folds. Then, through the way of taking pictures, extract the silhouettes on the original film, and design different styles of SKU based on the existing silhouettes and the core of the brand design.
Laser pattern Blazer -Snap closure -Asymmetrical drawstring pockets on both sides of sleeves Marterial: cotton Priceďźš700 GBP
Irregular stitching jumpsuit -Round neck -Elastic drawstring Fishnet decoration Marterial: cotton Priceďźš550 GBP
V-neck shirt skirt -Loose fit -Detachable belt and hem Material: cotton, polyester Price: 650 GBP
S n a ke - p r i n t p a t te r n fake 2-layered look coat coat -Neckline v-neck design -Irregular snaps -Black bottom print -Loose fit Material: Ar tificial Leather Price: 800 pounds
Irregular green plaid stitching trumpet dress -Asymmetrical hem extends from thigh to feet - button design Material: Polyester Price: 450 GBP
Turtleneck sweater -Patterns on both sleeve Material: wool, cashmere, nylon Price: 480 GBP
Snake pattern irregular stitching pants -Patchwork print on left -Right shorts Material: Cotton Price: 450 GBP
Black Reflective HighWaist jacket - Irregular snaps - Green fishnet pockets on both sides - slim fit Material: Cotton, PVC Price: 700 GBP
Sailor pants Gauze fabrics wrap on both sides of the trouser legs -Printed patterns -Loose fit Material: Cotton, PVC Price: 550 GBP
Green outwear Material: cotton, polyester Price: 200 GBP Blue v-neck suit -Loose fit -Stitching at the cuffs Material: cotton, polyester, leather Price: 700 GBP
Blac-Reflective Drawstring Pants
Striped stitching spor ts jacket -Elastic drawstring at waist -Loose leg style -Elastic drawstring in -Drawstring at hem sleeves Material: Cotton, 3AM -zip reflective material Material: Cotton, Polyester Price: 550 GBP Price: 650 GBP
Striped Geometric pattern shorts -Loose fit Material: cotton, polyester Price: 300 GBP
Black wrapped chest -Logo printed in the middle -slim fit Material: Cotton Price: 200 GBP Name: Green Zebra pattern sweatshirt - v-neck Material: cotton, polyester Price: 400 GBP
Green Waist Seal -Waist button design Material: pvc Price: 300 GBP
Black wide-leg pants -Elastic waist design -Slits on both sides Material: Polyester Price: 450 GBP
Tie-dye slip dress -Loose fit -Three-layer overlay -Irregular sleeves Material: Cotton, PVC Price: 400 GBP
Green printed Gym suit style -slim fit -Sleeve sleeve -Elastic straps on both sides Material: Cotton Price: 450 GBP
Blue stitching shir t skirt -slim fit -Mermaid skirt -Top printed with a green printed bow on the chest Material: Cotton, Leather Price: 600 GBP
7-1. Product Design 7-1-7. Supply chain As the world's factory, China processes products from all over the world. In the clothing industry chain, Guangdong, Jiangsu and Zhejiang are the heartland of clothing production and processing with mature systems for processing and raw materials. The clothing industry chain of Guangdong province is famous for sports and knitting products. Wuxi and Suzhou of Jiangsu province are famous for silk and wedding dresses. Shaoxing and Jiaxing of Zhejiang province are famous for the foreign trade and processing of brands by foreign designers. DeWeos, as a newly emerging independent designer brand in China, will consider the control of operation cost and production cost in its early stage when seeking supply chain. The output of independent designer brands is far lower than that of fast fashion and mature light luxury brands, but the requirement of style design and craft is far higher than that of fast fashion. Therefore, in the process of seeking supply chain, Shaoxing of Zhejiang has become the cradle of many independent designers seeking processing and production. There have emerged some small processing plants specializing in bulk production and sample development for independent designer brands with small orders in China.
figure: A Chinese manufacturer based in Keqiao Shaoxin, Zhejiang Province.
7-2. Price HIGH The pyramid pricing system of Deweos can be divided into three parts: The first part is the basic entry-level and collocation style: vest, underwear, corset, and T-shirt, with price ranging from 50 to 200 GBP. First of all, this part enables most of the consumers who love brands to buy brand clothes within their abilities. Secondly, this part includes some daily collocation styles and accessories that are needed in daily dress. So the basic styles are designed to meet the demand of common people. The second part is the design style, most of which can represent the main brand style. This part combines design with daily dressing and offers cost-effective products to customers: pants, overskirt, jacket, suit jacket and so on, with price ranging from 200 to 600 GBP. It can satisfy consumers who pursuit personalized design for their social demand. The third part is the image style, or concept style: overcoat, coat and skirt, with price ranging from 600 to 900 GBP. Some customized coats with special fabrics and some clothes not suitable for daily dressing with exaggerated designs are available in this part to meet the special demand of certain customers.
LOW
7-3. Look book
8-1. Logo & style
Developmentďźš
New Logoďźš
The logo on the left is generally used in the hangtag and printing on the garment, which has slanted and elongated versions according to the needs. The logo on the right is usually used on the packaging bag to highlight the brand.
Logo Design Research At the beginning of my logo design, I wanted to highlight the elements with water drops. It seems that the logo image is not in line with the brand style. After investigation, it was found that many luxury brands relaunch their new Logo within a short period of time, and most of them. They all use a similar sans-serif font, capital letters, and deliberately narrowed the spacing.Because of the influence of Roman mythology, it later became more abstract and more artistic, but the style was more like a tide brand.
8-2. Packaging
Front
Back The shopping bags for the brand are plastic, with the brand's abbreviated logo on the front and the Goddess of the Dawn, the origin of the inspiration of the brand, on the back. The reflective plastic packaging bag not only echoes with the clothing material, but also helps to attract consumers' attention. Besides, reflective material is more interesting and fashionable, and it can distinguish our package with the ordinary packages of other brands.
Label The hangtag of the garment is composed of three pieces of black paper cards and a silver ring. It is a rectangular design with a size of 9*5.4cm and a weight of 300g. The first card is printed with a royal blue crescent, and the second and third cards separate the logo with three-dimensional printing.
The packaging bag is made of reflective plastic, with the Roman Goddess of the Dawn printed on the front and the brand's abbreviated logo pasted on the back.
Place Regarding place selection and strategy, including the online and offline multi-channel strategy to meet the shopping habits of today's target consumers. I. Offline brick and mort store According to market research and brand culture research, the brand ’s first physical store will be located in East China, with Shanghai being the first choice. East China has relatively typical cluster characteristics, with strong development momentum and the highest proportion. The development of designer brands in the western and central regions is relatively lagging behind and may be affected by relatively slow economic development. Independent designer brands in firsttier cities such as Shanghai, Beijing, Guangzhou, Hangzhou, and Shenzhen have developed actively.
Figure: Most of Chinese emerging designers are located in east of China.
Huaihai Road is a well-known commercial street in the centre of Shanghai. It gathers many high-end shopping malls, office buildings and hotels, while still retaining many historical buildings. In 1900, it is the main road that through the former French Concession. In the 1920s, a large-scale high-end residential area was formed near Huaihai Middle Road, with many garden houses and high-end apartments. In the 1930s, with the arrival of a large number of global refugees, a very prosperous, exotic and elegant commercial street quickly formed.
As China's most international city, Shanghai is one of a world leader in economy and fashion. Relying on the heritage and cultural confidence of Shanghai, a century-old fashion capital, Deweos' first brick and mort store will be located in Shanghai.
Mall： iapm, K11 Shopping Arts Centre, Hong Kong Plaza, Lane Crawford in Shanghai, Parkson and Huaihai 755. Flagship stores：Gucci flagship stores, Prada and Miu Miu flagship stores, Dolce & Gabbana flagship stores, Valentino flagship stores, Versace and Hugo Boss flagship stores, and a GUCCI restaurant.
Another reason to choose iapm mall as our first physical store location is that the iapm‘s eco-friendly design concept is the same as the ideals of the deweos brand. The appearance and interior design of iapm shopping mall are from the hands of Benoy Architects in the United Kingdom, and have been awarded the "Gold" certificate of energy conservation and environmental protection design (LEED) issued by the international authority (US Green Building Council). The mall uses a glass curtain wall design that introduces a lot of natural light. Especially on the 5th and 6th floors of the shopping mall, a dynamic themed area was created. The dynamic design of the wavy ceiling was matched with the flickering fluorescent lighting, which made the overall environment modern and fashionable.
IAPM
Central Trade iapm shopping mall is located in the commercial area of , Huaihai Middle Road, Puxi, with an area of over 120,000 square meters. The mall draws on the successful operation model of iapm mall in Hong Kong and focuses on the new shopping concept of "night travel". The overall style of iapm shopping mall is modern and fashionable. It has introduced a wealth of international-level retail, catering and leisure entertainment brands, and cooperated with art performances and promotional activities to create a new landmark of fashion shopping.
9-1. Store experience
The store is located in the high-end fashion brand area on the second floor of iapm, close to the core and landmark location that is easy to see and find. The store will continue to use the brand's theme colours and modern design styles. The store provides functions such as display, release, fitting, rest, chatting, custom cashier, etc.
9-2. Online store experience
II. Online store Official website: The of ficial website includes brand introduction, brand product display, quarterly fashion show display review, quarterly clothing classification, which can be purchased directly on the official website, as well as some special product can be purchased online, Brand store display and store address information, provide customer service, directly check the order delivery information, order status, product size comparison table on the official website, and related terms and conditions. Customers can find the brand directly The company's address and contact information, as well as the brand's promotion channels, follow up the brand-related information to learn about the brand.
Adver tising and themed events in the mall
At this part, the main strategy and purpose of brand promotion are to raise awareness, while making the brand value acceptable to consumers, while attracting loyal consumers. The strategy will be multi-channel. After this phase is completed, in the future, promotion strategies and goals will gradually shift to increase sales and market share. Traditional: In shopping mall and outdoor billboardsďźŒdirect mails and magazings . Target consumers and potential consumers may often like to go shopping in the high-end malls, so deweos will publish brand advertisements on public billboards outside key shopping malls to promote them.
Outdoor billboards will be mainly located in fashionable streets near stores, a t t r a c t i n g t h e a t te n t i o n of target consumers and increasing brand awareness
VOGUE
Some consumers who are keen on fashion trends usually like to buy some trend magazines to browse, so the brand will put some quarterly look in fashion magazines, such as Vogue, ELLE. At the same time, book albums and promotional products are regularly mailed to registered members and potential consumers. The advertisements will be presented using recycled paper and exquisite printing to remind consumers of the Deweos brand sustainable concept and fashion design.
Mail Ad book is printed on recycle paper.
Degital and video: Through the official website, social media and online video ads. Target consumers use social media almost ever y day. Mainstream social media include WeChat, WeiboďźˆorTwitter, ins, facebook, etc. So use this social media to place advertisements and discount information on some products, and interact with customers in real-time to build a loyal consumer community.
Events: Through influential fashion events such as Shanghai Fashion Week, to let more consumers understand the brand or launch new design products.
Budget allocation:
Online promotion:
Offline promotion
Figure: Budget allocation
Caring for youth growth and development Young Talent Designer Awards "China Young Talent Designer Cultivation Support" Deweos will do long-term design exchanges and talent training in the four art colleges of Beijing Institute of Fashion Technology, Donghua University, China Academy of Art, and Nanjing Academy of Fine Arts, and select a group of talented outstanding students through design competitions, and Support outstanding and talented outstanding students at school, enter the enterprise to study and work in advance, as a reserve of management trainees at school. After graduation, he went directly to the enterprise and led the brand to do strategic expansion projects.
Concerned about Affirmative Action Deweos Lady ’s Rights Deweos represents a group of millennial stars who are individual, independent, yearning for liberalism, they have a good education background, are broad-minded and independent, and are helpful and empathetic. Similarly, the brand value conveyed by deweos is full of humanism and environmentalism. In the implementation of corporate social responsibility, deweos will consider the aspects of caring for the growth and development of young people, paying attention to feminism and future sustainable development.
"Female employees, equal pay for equal work support." Pay attention to the salary of female employees. Every female employee working at Deweos at the same level is equal to male employees at the same level, and additional professional opportunities for female employees to learn are provided.
Focus on future innovation and sustainable development Non-wasteful philosophy “Keep researching and using of renewable and environmentally friendly materials。” deWeoS pursues and develops environmentally friendly, renewable fabrics during the production process. • Use stock fabric for secondary fabric design and transformation; • Collect old / slow-moving clothes for redesign and reapplication, redesigning and reorganizing the clothes into new styles and collocations; • Research and develop plant / vegetable wastes, transform them into wearable clothing fabric, and put it into Deweos products. For example, use the rhizomes of platycodon grandiflorum / reed for chemical decomposition and physical transformation, create a type of new clothing fabric, and use it in the design and development of new products. • Make secondary use of recyclable garbage to produce the brand's visual materials, such as hangtags and packaging bags. For example, make use of second-hand courier cartons for physical compression and chemical processing, and transform them into new hangtags / promotional materials. • Refurbish and reutilize second-hand furniture and wasted PVC materials for the display, furniture, and decorative materials of each Deweos store.
• China fashion, Statista.com, https://www.statista.com/outlook/244/117/fashion/china • Fashion industry to watch, https://www.mckinsey.com/industries/retail/our-insights/ten-trends-for-the-fashion-industry-to-watchin-2019 • Harriet Ponser,2011,Marketing Fashion:Fashion market levels,p13,Laurence King Publishing Ltd. • Harriet Ponser,2011,Marketing Fashion:Positioning or perceptual map,p53,Laurence King Publishing Ltd. • Harriet Ponser,2011,Marketing Fashion:Life-cycle of a fashion trend,p91,Laurence King Publishing Ltd. • LABELHOOD 蕾虎，2019，重磅 ｜ 中国独立设计师的一切，都在 LABELHOOD 设计师档案馆里，[image online] • Available at:<https://mp.weixin.qq.com/s/h4sSQWuDpNaTFToUK_2dEQ>[Accessed 29,11,2019] • Ontimeshow,2019, 打造与国际接轨的规模化展会，Ontimeshow 第十季圆满落幕 ,[image online]. Available at:<https://mp.weixin. qq.com/s/UPS-mKrvvcGJrNMsvX2bVQ>[Accessed 29,11,2019] • Ontimeshow ,2019,Ontimeshow 2019AW║ 第十季 ,[image online]. Available at:<https://mp.weixin.qq.com/s/ t2hURl3Rea04uOrNxsRa_g>[Accessed 29,11,2019] • 世界服装鞋帽网，2019，设计师趋势：独立服装设计师品牌发展现状剖析，[image online] • Available at:<http://m.sjfzxm.com/body/18_006/533738>[Accessed 29,11,2019] • 中国产业信息网，2015，2015 年中国服装设计行业发展现状及面临的问题分析，[image online] • Available at:<http://www.chyxx.com/research/201510/352962.html>[Accessed 29,11,2019] • 中国产业信息网，2014，全球服装设计行业发展现状及趋势分析，[image online] • Available at:<http://www.chyxx.com/industry/201405/241887.html>[Accessed 29,11,2019] • 名学网，2019，大数据时代分析告诉你中国设计师的行业状况，[image online] • Available at:<https://weibo.com/ttarticle/p/show?id=2309404424416107823155>[Accessed 29,11,2019] • 时堂，2019，时堂 20SS 收官，我们看到的市场变化，[image online] • Available at:<https://mp.weixin.qq.com/s/t5Lv9vsOk4GUaqsiQite7Q>[Accessed 29,11,2019] • 手百问答，2017，马斯洛与马斯洛需求层次理论是什么，[image online] • Available at:<https://know.baidu.com/question/d4f7dd0609fb21f619f835090bca518d6cd3e82?from=singlemessage&isappinsta lled=0>[Accessed 29,11,2019]