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.