untold - shang-yi yang
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SHANG-‐YI YANG
Table of Content� • Preface • Brand Concept • Target Market Group • UNTOLD SWOT Analysis • SWOT analysis of Lazy Oaf and UNTOLD • MarkeGng Strategies • UNTOLD Merchandise Analysis • 4P-‐Price&Product • 4P-‐Personel & Place • Merchandise & Capital Resources • OperaGng Profit or Loss • Campaign, CIS, Logo • Designing Prints • Formal Work Order • Design Sketch • Garments • Reference
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The style of UNTOLD is full of the notorious color and funky atmosphere, the design themes are very diverse. It’s a combinaGon of astonishing paRern and modern shape.
UNTOLD YOU ARE WHAT YOU WEAR
Brand Concept� UNTOLD
Using an original paRern allows you to let others know your aUtude towards fashion without saying a word. Our brand has a special feature, as our designs enable the people wearing them to express their moods and, in a direct way, tell others about their thoughts. We here at UNTOLD hope that our paRerns, which feature the printed words our customers want to say, allow people to communicate without speaking. Without using words, the people who wear our clothes can express their authenGc selves. The themes of our paRerns can also be inspired by the consumer’s ideas. We care about everyone‘s voices and are dedicated to turning everyone’s ideas into paRern designs. By using this customizaGon approach, we become closer to people’s hearts. Our design philosophy is to be an affordable brand which has an element of weirdness and a “funky” spirit. We focus on our unique vision, referencing streetwear and youth nostalgia. We like to design clothes that make people smile.
Target Market Group�
■ The target market group is youngster, aging between 16~30.
■ The brand positioned itself as an affordable brand.
■ The brand focused on Internet marketing, trying to catch people’s
attention and raise the click-through rate by placing their advertisement
at websites. In addition, it reduces the marketing budget and also works
better than traditional way of advertising.
■ Using celebrity endorsement and sponsorship costumes to
increase the exposure and become hit on internet of young people.
UNTOLD SWOT Analysis �
Strength� Weakness�
1.Origenal, personality, unique style 2.Well tailored and custom prints 3.Having a good variety of product 4.Great organization of website
�
1.Pattern design takes time 2.New items launch not so fast 3.Cost of pattern printing is high �
Opportunity� Threat�
1.Match for young people taste of “chic and sensation” 2.Online market 3.Store located in downtown area
�
1.Fierce competition among fashion market 2.Hard to find designer suit our need 3.Cost of fabric might increase 4.The company is fresh and inmature�
SWOT analysis of Lazy Oaf and UNTOLD
BRAND Lazy Oaf UNTOLD
Target Market Group
Parity consumer groups
Parity consumer groups
Fabric Compare
CoRon ( T-‐shirt ) Tannic , Nylon
CoRon ( T-‐shirt ), Tannic , Nylon, Micro Suede, Denim �
Style Compare
IllustraGon prints Simple shape
Custom prints Hand-‐painted IllustraGon prints
Modern shape
Similar Compare
˙Funky prints˙Eye-‐catching paRerns˙Bright colors ˙Be inspired by “LIFE”
Dissimilar Compare (UNTOLD)
˙Not only Hand-‐painted IllustraGon prints ˙The themes are more consider in express the thought
˙More design details of clothes
Follow us at “UNTOLD” and don’t forget to tag your untold photos with #UNTOLD so we can stalk you too!
Social Media__ Instagram
Founding a fans page on social networking website, to increase the exposure of brand. Also use Instagram to show the brand concept to the world, so UNTOLD can become closer to consumers.
Marketing Strategies�
Cross-‐over Design
Bring classic cartoon characters into fashion by Cross-‐over Design. The enGre series is full of playful atmosphere of the 1990s, cool and naughty.
Make a theme for popular blogger èdesign a unique paRern for he/she ècreate a collecGon which made by these paRern èinvite the bolgger to wear them and write a comment.
Fashion Blogger
UNTOLD Merchandise Analysis�
50%
34%
6% 10%
Commodity pie chart
Woman's clothes
Man's clothes
Children's clothes
Accessorise
Untold is a fashion label designing bright bold clothing and accessories for men and women. Half of our customer group is women.
4P-price&product
Item� Number� Size� Color� Price/NT.�
Sporty Coat� N10001 S/M/L Blue 3300
Moto Jacket� N10002 S/M/L white 3500
Vest Top� T20010 ONE Yellow 1200
Tank� T20011 S/M Blue/White 2300
Print Short� P10023 S/M/L Blue/Red 1600
Jean� P10024 S/M/L Blue 2500
Skirt� W9911 S/M Blue 1500
Suede Dress� D9995 ONE Brown 2500
Prints Dress� D9996 S/M Blue/Yellow 2800
Denim Dress� D9997 S/M/L Blue 2200
Swimsuit� D9998 S/M Pink 3000
4P-personel&place
• Employees:11 ppl • Founder:1� • Accountant:1, Operate the daily profit or loss, order materials, answer the phone call and
Internet orders, purchase equipment • Fabric R&D:1, Research and develop the fabric • Print Designer:3, Design the pattern and build the concept of brand
• Fashion Designer:2, Pattern, garment design
• Assistant:1, Documents processing, assist each group� • Promotion:1, Manage brand concept, plan campaign theme, organize marketing strategies�
• PR:1, Contact and develop capital resources and be in charge of customer service
Stores location and Internet market � We plan to establish our first store in the Zhongshan District of Taipei City, an area where many stylish people and trendseRers gather. The store’s locaGon in the downtown area near an MRT staGon will provide more opportuniGes to aRract young customers, and is also very convenient in terms of public transportaGon. Our sales and promoGon methods will focus on app and Internet markeGng, as these are cost-‐free and convenient for the general public.
Merchandise & Capital Resources �
Fabric Wholesalers YONG-LE Market � • Address: No.21, Sec. 1, Dihua St., Datong Dist., Taipei City 103, Taiwan (R.O.C.) • Opening hours:5:00 am~ 8:00 pm • Characteristic:selling great amount of fabric, accessories, leather, fur etc. It covers full-scale market.�
To promote employment and help startups get off the ground, the Ministry of Labor (MOL) offers the Phoenix Micro Start-‐up Loan and the Program of Micro Enterprise Start-‐up ConsultaGon Services. Moreover, there are a team of professional business advisors are available for one-‐on-‐one or group consultaGons, all at no cost. To help women and middle-‐aged or older entrepreneurs obtain business capital at low interest rates, the borrower also need not provide collateral or a guarantor, and interest on the loans will not have to be paid in the first two years.
Phoenix Micro Start-‐up Loan
Operating Profit or Loss�
Term� Money�
FaciliGes� 550,000�
Material� 23000*30(days)=690,000�
Rent� 50,000�
Salary� 125*7HR*30(days)=26,250*12=315,000�
UGliGes� 3000�
Else� 2000�
Turnover� 55,000*30(days)=1,650,000�
Net income� 590,000 �
Unit:Month / Currency:New Taiwan Dollar�
Garment label , Swing tag , Carry bag
Campaign, CIS, Logo�
Theme Poster�
Holding some special discount, like people who just break up with someone can have 50% discount and one free t-‐shirt.
CIS
Designing Prints �
Designing Prints �
PaRern designed by Shang-‐Yi Yang, drawing by Adobe Illustrator
Formal Work Order�
• Product ID
• Professional Garment Drawing • Fabric Smaple To note the collection clearly, and make a formal work order. Communicate with the apparel factory efficiently.
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Work Order Example
Design Sketch� � 2015 CollecGon
Garments�
Design drawing
Reference�
• hRp://www.lazyoaf.com • hRp://www.wgsn.com • hRp://beboss.wda.gov.tw/cht/index.php? • hRps://sites.google.com/site/ylfabricmarket/
• WRITER/DESIGNER:Shang-‐Yi YANG • ADVISOR:Professor Graham Long • DATE:Oct 15, 2015 • EMAIL:jessica82818@yahoo.com.tw
Thanks for your watching.
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