final major project: development

7/27/2019 Final Major Project: Development

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Dvpmt FeEve FisherBA (Hons) Fashion Management with

Markeng

Student Number: Q7981 8099



Dvpmt Fe: CsBrand Development

• Maslow’s Hierarchy of Needs

• Rockbridge Associates: Brand Development

Model• Kapferer’s Brand Equity Prism

• Keller’s Brand Equity Pyramid

Visual Brand Development

• PotenalNameIdeas

• Typography

• Imagery

• LogoandAdaptaons

Business Plan

• Descripon

• Mission Statement

• Tagline

• CorporateAimsandObjecves

• Short and Long Term Goals

• Unique Selling Points

• Services

• Pricing Strategy

• SWOT Analysis

Markeng Plan

• AimsandObjecves

• SMARTObjecves

• AnsoMatrix

• Porter’s Generic Strategies

Markeng Programme

• MarkengStrategyandAconPlan

• MarkengCalendar

The Design Process

• Ombre Designs

• Splaer/MarbledDesigns

• Slogan Designs

• Pastel Designs

• Buddha Designs

• Floral Designs

• Fantasy Pony Designs

• Kaleidoscope Designs

• Photographic Designs

• Miscellaneous Designs

•

Buying and Merchandising

• Supplier Criteria

• Lead Times

• The First Order

• CostPrice,RetailPriceandMarkUpProt

Photography and Styling

Digital Branding Mock-Ups

• DraWebsitePages

• Social Media

Visual Markeng Communicaons

• Signage

• Business Cards

• ConsumerCommunicaons(Packaging,SwingTags,PromoonalGoods

Markeng Mix and Product Analysis

Conclusion



Brad DvpmtThebrandistobeaimedatanaudienceof15-24,unisex,andaimsto

promotealifestyleoffun,eortlessstyle,andtheaspiraonalaspectsof

being a young, free, carefree person with a strong social scene. Using

relevant branding models will help develop the ideas and concepts of the

brand,whichwillparcipatetothevisualbrandingofthebusinessventure.

Physiological Needs: The brand will provide the basic need to be warm and comfortable.

SafetyNeeds:Thebrandwillprovideshelter,andwillbemildlyprotecve.

BelongingnessandLoveNeeds:Thisreferstotheideaofbeing‘accepted’andfeelinglovedwithinapeergroup.Thebrandwillusethisneedbypromonganaspiraonaland

desirable lifestyle stereotypical of young people, which revolves around the idea of being popular, social, admired, loved and appreciated. This can be done through the tone of

voice,photography,styling,aswellasusingeventsmarkeng.

EsteemNeeds:Selfesteemishugelyimportanttoyoungpeople;theycareabouthowthey’reperceived,whethertheyfeelaracvetotheirpeergroup,andwhetherthey’re

recognised as a desired person socially. Within fashion, it is vital that consumers feel they look good or are perceived as ‘cool’ within their dress sense, which is what the brand

aimstofull.Clothingwillbemadewithanicet,andwillbeaeringonbothmaleandfemalegures,withinteresngandtrendleddesigns.

AesthecandCogniveNeeds:Thisneedreferstotheconceptofneedinggoodmorals,intellect,andanappreciaonofbeauty.Thebrandtypicallypromotesastableand

moraliscupbringinganddoesnotcondoneanythinghorric.Typically,theconsumerwillbeeducatedorambious;thiswillalsobehintedatthroughthemarkeng.The

brandwillalsopromotearacvepeoplethroughthephotographyandlookbookstoappealtotheideaofbeingaracveanddesirabletoconsumers.

SelfActualisaon:Thisconceptisthefeelingthattheindividualhasadevelopedandlikableselfperceponandidenty.Thebrandwillmaintainthisideathroughreinforcing

theidealidentywhichtheconsumerconnectsandengageswith,andwishestoachievethroughtheirfashionsense.

Maslow’s Hierarchy of Needs

Maslow (1943) created the ‘Hierarchy of Needs’, one of the most used and relevant theories of today despite how old it is. The model categorises what humans need to live and feel happy, and of course,

consumerismoriginatesfromthepsychologicalideaoffulllinganeed,whetheritbeanecessityorsimplytodeliverhappinesstotheconsumer.Theconceptoffashionhasbeenmanufacturedand

marketedtoindividualstomakeitseemlikea‘need’tofullalifestyleorlookaparcularwaywhichverymuchrelatestoselfesteem,status,andpercepons.

Theyouthoftodayareveryinuencedbythepeergroupstheyparcipatein,andfashionisamethodofwhichtobeadmired,accredited,oracceptedamongsttheirpeers.Fashionforyouthsishowthey

wishtobeperceived.Creangaperceived‘need’forthebrandisimportantwithinthemarkenginordertosellit;consumerswillnotpurchaseiftheybelievetheitemisworthlesstothem.Maslow’s

theorycanhelpdenewhatneedswillbemetthroughthebrand.

Rockbridge Associates: Brand Development Model

RockbridgeAssociatesdevelopedamodeltocategorisebrandsindierentstagesofdevelopment,andisusefulduetothefactitrecognises

what measures need to be undertaken to develop the brand further and what strategies can be used to aid this. Currently, the brand is only

justgengdeveloped,however,oncelaunchedintothemarket,itwillbeaimingtobecomerecognisableamongsttheUKyouthmarket,with

theintensionto‘CreateAwarenessThroughRepeatedExposuretoName’.Thiswillbeachievedthroughwordofmouthmarkeng,buzz

markengstrategies,socialmedia,andpopupshopeventsmarkeng.Fromthere,thebusinesswillaimtobecome‘Memorable’by

reinforcingbrandmessagesandcommunicangtoexisngconsumersonamorepersonalbasisusingdirectmarkengandsalespromoon

techniques.Becomingthe‘Favoured’brandwillbethenextstageofdevelopment,inwhichthebrandwillusecompevestrategiesandwill

deeplyanalysetheinternalandexternalmarkettoovertakecompetorsstrategically.Becomingdisncvewillbecomeeasiertoachievewith

growth,asthebusinessgeneratesmorenancetoaordmoreintricateandinteresngdesigns,aswellasmoreexpensivemarkengmethods

suchasadversing.Fromthispoint,thebusinesswillbuildrelaonshipswithconsumersandboostbrandloyalty,aswellasoeringfreshand

regularlyupdatesdesigns,inaddiontoexpandingproductcategories.

Brand MythologyThe recession has made achieving a successful

careeralong,dicultandcompevestruggle.

Making a career for yourself has become a

trendy aspect of today’s graduates to release

theircreaveskills.Thebrandmythologyis

basically a small independent brand, with all

designs unique and original, to promote an

aspiraonalanddesirablelifestyle.

Cultural Codes The brand will connect with their

audience by using codes of

popularity,aracvenessandfun,

which is familiar of young people

withintheireducaonalinstuons.

The brand will connect with the

consumerbypromonganidealisc

youth lifestyle.

ConnotaonsThe brand will evoke the metaphors of living

lifetoitsfullpotenalandfeelingyoung,

hopefulandambious.Thebrandwill

provoke imagery of being with friends

camping,orchillingonthebeach,aending

fesvalsandhousepares,orinapubbeer

gardenonasummersday.Itcanbedenoted

as a fun, adventurous and daring lifestyle.



Keller’s Brand Equity Pyramid

Keller’sBrandEquityPyramidisamodelusedtojusfyandrecognisewhatthebrandpromotes

and how this is perceived amongst the market.

Salience: The brand promotes values of fun, friendship, youth and adventure. The consumer will

relate to these ideas, from perceiving themselves or aspiring to have a life which is lived to their

maximumpotenal,fulloffunandadventure.Thisishowthebrandiniallyconnectstothe

consumer,throughsharedvalues,ambions,desiresandemoons.

Performance:Thebrandintendstoperformwellwithintheyouthmarket,intermsofmeengtheir

needsandcreangdesireandfavourablepercepons.Theimageryofthebrandwithinthe

consumeremoonallywillbebasedonwhatbeingyoungisallabout;fun,love,andasenseof

charming immaturity.

Judgements: The brand ideally would like to be judged favourably in the market, and perceived as

a worthy and credible brand, with consumers embracing and wearing the designs with a sense of

pride.

Feelings:Theconsumerwillfeelanemoonalaachmenttothebrand;itfullstheirbasicself

esteemneeds,andboostshowtheyperceivethemselvesinaposiveway,bothindividuallyand

amongstpeers.Feelingsofexclusivity,excitement,fullment,happiness,andcomfortwillbe

recognised within the consumer, ideally.

Equity:Thebrandwillhopefullyfulltheconsumer’sneedsandwillbeperceivedinadesirableand

aeconatemanner.Thebrandisheavilybasedonrelaonshipmarkeng,thereforebrandloyalty

willbehighandcustomwillbevaluedandappreciatedobviously.Ideally,thebrandwillconnectto

theconsumerbothonanemoonalandfunconallevel.

Kapferer’s Brand Equity Prism

Kapferrer’smodelaimstodisnguisheveryaspectofabrand’sidenty,andinteresnglylooksatexternalandinternalfactors,andhow

externalfactorsarereceivedinternallybyboththecompanyandtheconsumer.

Personality: The brand’s personality aims to be fun, quirky, original, daring and adventurous. The brand is mischievous with a sense of

humour, and is not meant to be taken seriously.

Culture:Theculturepromotedinthebrandwillbecompletelyinuencedbytrendsandinterestsoftheyouthmarket.Currently,

clubbingandgig/fesvalcultureishighlypopularamongstthisagegroup,aswellashighereducaon,drinking,andowning

technological accessories such as smart phones and tablet computers. Therefore, the brand will adapt to the values and culture of young

people,causedthroughexternalchanges,andwillstayverymodernandintrendwiththispopulaon.Themarkengstrategywillalso

be altered to accommodate these changes.

Relaonship:Thebrandwillbeheavilybasedaroundrelaonshipmarkengandwillcommunicatetoconsumersfrequentlyandinan

engagingandinteracvemanner.Therelaonshipwillconsistoffavourablebrandpercepons,andwillexploretheconneconthatthe

brand ‘understands’ the consumer. Custom will be fully thanked for and appreciated, which could be awarded through personally aimed

salespromoons.

Reecon:Thisreferstowhothebrandtypicallyaspirestoaractasconsumers.Thebrandideallywouldwanttoaractintellectual,

aracve,sociable,opmiscandadventurousconsumerswhoareambiousandlivetoenjoyeverymoment.However,thebrandcouldaractconsumerswhoaspiretobethesetraits,hencewhytheybuyintothebrand;theywanttoachievetheperceponsthe

brand represents.

Brad Dvpmt

SelfImage:Thisidearevokesaroundthe

perceponsandidenesinwhich

consumers connect with. The image of the

brandwillbeontwodierentspectrums;

simpliscandbold.Thesecontrasng

conceptswillaracttwodierent

consumers, who share the same values

and desires. Bold will be designed for

innovators,andwillconsistofenergec

andaenonseekingdesigns,whilston

theotherhandthebrandwilloersimpler

designs to more subtle consumers. There

will be a variety of self imagery; however,itwillallberepresentaveoftheidealisc

youth culture the brand promotes.

Physique: Physique refers to the physical

funconsofthebrand,andwiththe

business venture, this will consist of

energecandadventurousclothing,which

oerscomfort,quality,andthedesired

toftheyouthpopulaon.Thetangible

productwillbesototouchandwillhold

its shape and colour throughout its

lifespan,aswellasinteresngvisually,

through colourful trend led prints and

graphics.



Brad DvpmtPotenal Name Ideas and Typography

-Nieve/Naeve

-Believe

-Rise-Evoke

-Riot

-Life

-Flux

-Daze

-Haze

-Peek

-Fire-Vex

-Tide

Inially,thenameofthebrandwasgoingtobe‘Nieve’,

to incorporate the ideas and concepts of being ‘young

and naive’ as well as spelling it with my name to give

thebrandasenseofheritageandexclusivity.However,

aerdevelopingthisidea,Nievesoundedslightlyfeminineandtoo‘young’fortheagegroupIwas

targengthebrandfor.

Irecognisedthatshort,simpliscwordshadahigh

impact amongst target consumers, through both

competornamesandpersonalpreference.Therefore,

aerresearchingwhatnamesexistedalready,Rise

seemedlikethemostversale.Iiniallydeveloped

branding for ‘Nieve’ but then altered this logo to

create the ‘Rise’ logo.

Theconnotaonsof‘Rise’suggestpower,ambion,

andrisingtoyourmaximumpotenal,andseemsopmiscanddetermined,whichcorrelatestothe

brand’sidentyandvalues.

RISE/ rise (KG Always a Good Time)

RISE/ rise

(Alte Haas Grotesk)

RISE/rise(Young Forever)

RISE/ rise (QumpelkaNo12)

RISE/ rise

(FontleroyBrown)

RISE/ rise (Androgyne)

RISE/ re(Lbr)

RISE/ rise(Amperzand)

RISE/ rise

(Forelle)

RISE/ rise(Mongolian

Baiti)

RISE/ rise(Express)

RISE/rise (English)

r i se ThesearethetypographiesIchosetoexperimentwith,inorderto

makeaninteresngyetrecognisablelogo.Ichose‘Forelle’,afont

whichlookedlegibleyetdynamic.Itheneditedthisfontbygivingitarighthandedltof15degrees,andstretcheditto115%.Idecreased

thesizeofthe‘i’tolookeventotherestofthetext.Ibelievethislogo

textisrecognisable,simplisc,andesinwiththebrand’sidenty.

Iwillbeusingthisanddevelopingitintoalogo.Ipreeredhowthe

logolookedwithlowercaseleers,asuppercaselookedtoo‘swirly’

andthismadethefontlessdisncveandreadable.Imagery Iexperimentedwiththeideaofimagery,andtriedtothinkofvisuallyaracveobjectsand

symbols which could be denoted as youth and happiness, in order to psychologically trigger

posivefeelingstowardsthebrand.

Ilikedtheideaofdandellions;forme,andIbelievethisisasharedidealogy,theyare

reminiscent of summer and childhood, and strikes strong mental imagery of picking them,

blowingthem,onabeaufulsummer’sday.Withthisinmind,Idrewacoupleofdesignstoexperiment.

Ithenincorporatedthisimagerywiththetypographyto

testtheresult.EventhoughIlikedthislogo,Ifeltitwastoo

feminineandwouldfailtoaractamaleaudience,

thereforedecreasingthebrand’spotenalmarketshare.

Ialsobelievedthelogowasfarmoredominantand

eecvejustwiththetypography.Idecidedtokeepthe

circular shape, without the imagery.

Iwashappywiththislogo.Itwassimple,disncve,

dynamic, and it met the criteria of the brand equity.



Lo ad Aapas

The‘Rise’logowillconsistofavarietyofdierentcoloursandgraphics,

especially as design will be heavily branded to incorporate these designs.

The dominant ‘Rise’ logo will consist of the black circle with white

typography, or the plain black and white ‘Rise’ typography.

Coloured ‘Rise’ typography logos will be used for design and mock-ups, and

are likely to alter due to seasons and trends. Currently, pastel colours are

verypopularaswellasdarkertones.Thesewillallbeulisedduringthe

design process.

The circle ‘Rise’ logos will be incorporated into designs and screen printed

onto t-shirts, but may be used in mock-ups and branding materials. They

havebeenidenedasupcomingtrendsforSpring/Summer2013and

have appeared on WGSN Youth Reports. This can be developed further by

exploringdierentshapesinwhichthepaernscouldbeplacedin,which

would look visually appealing on a t-shirt.

Thegraphic‘Rise’typographylogoswillbeulisedintodesignalso,but

againareversaletobrandingmaterialsorpromoons.Thedesignsconsist

ofapastelpaern,whichiscurrentlyontrend,oralswhicharesettobein

trendforSpring/Summer2013,asunsetlogo,ascribblegraphicto

incorporatethe‘grunge’looksandthemesintrend,andnallya

kaledioscopepaernasrecognisedbyWGSNtrendresearch.

Photography,graphics,printsandpaernscanallbeusedtomakethe

logoversaleandinteresng,thereforethetypographywillalwaysstaythe

same.Parcularpaernsmayneedthickerborderstomakethemstand

out.Thebrandwillbeparallytrendledsoitisimportanttoregularly

update these and make them suitable for the target consumer.

Thelogoforthebrandwillbeversaleandcanbe

altered quite frequently, however, the typography

and iconic circular logo will always remain dominant.

Analysingtheadaptaonsofthelogowillcontribute

tothebrandingmaterialsandnaloutcomes.



Bus PanDescripon of the Business

RiseApparelwillbeanaspiraonal,parally

trendledlifestyleonlinebrandaimedataunisex

marketof15-24yearolds.Thebrandiniallywill

begin with t-shirt designs, with a growth strategy

toexpandintomorecategoriesandvaried

designs. Social media will be the dominant

methodofmarkengtheclothinginially,

however, with growth the business venture can

investmoreintomarkengtechniques.

Mission Statement

Rise Apparel aims to deliver high quality,

comfortable,andaordableclothingthatis

energec,originalandcreavetoanambious

andexcingyouthmarket,tosupporttheir

everyday shenanigans whilst looking good.

Tagline

‘Be Young. Be Free. Love Life. Rise Above the Rest’

Corporate Aims and Objecves

Rise Apparel aims to eventually have a high

market share with loyal consumers, with a range

ofinteresngproductsandcategories.Ideally,

the brand will achieve a large social media

following, with consumers constantly looking and

interacngwithimagery,newsandupdates.

The brand aims to;

• Bedesiredbythetargetmarket

• Haveahighonlineyouthmarketshare

• Createahighbrandawarenessamongst

the target consumers

• Toexcelcompetors

• Tosupplyaninnovaveandlikeable

productrange,coveringdierentcategories

Inordertodothis,aneecvemarkeng

strategywillneedtobeexecuted,aswellas

ensuring product design is visually and

aesthecallypleasingtothetargetmarket.Social

mediawillplayakeypartinexecungthe

strategy to build awareness, achieve growth and

tocreatefavourablepercepons.

Short and Long Term Goals

Ineverybusinessplan,itiscricaltoevaluatethe

business goals and categorise these into short

andlongtermgoals.Thisgivesavisualisaonand

amovetoworktowards,whichineectwillbe

rewarding to the development of the business.

Within a year;

• Toachieveroughly£100aweekprot,

aerthelaunchingperiod(3months).Thisisthe

equivalentofsellingtwentyt-shirtswitha£5

protmargin.Itwouldbeidealtolaunchnew

product categories, such as vests, backpacks,

sunglassesandhats.Creangandlaunchingnew

designs throughout the seasonal changes would

begreatforboosngsalesaswell.Achievinga

reasonable market share and building

awareness to networks not directly related to the

brandarealsocrucialaimsfortherstyear.Thebrandshouldberegularlybeapplyingpromoons

andbuildingrelaonshipswithconsumers.The

brand should be likable and perceived favourably

bypotenalconsumers.

Within three years;

• Thebrandshouldbemakingroughly£250

perweekinprot,whichequatestoyt-shirt

sales. By this stage, the brand should have high

awareness amongst the youth online market;

haveacredibleandworthyreputaon,with

regular sales enquiries and higher orders. By this

stage,thebrandcaninvestinpromoonal

materials and resources to penetrate the

market.Productcategoriesshouldhaveexpanded

to sweat shirts, sublimated dyed t-shirts, shirts,

jackets, shorts, knitwear and leggings.

Within ve years;

• Thebrandshouldbemakingroughly£500

aweekinprot,equivalentto100t-shirtsales.

Product ranges should have grown amongst each

categorytooerplentyofchoice.

Brandawarenessisfairlyhigh,butsllhas

potenaltogrow.Thebrandshouldbe

aracngmediaaenon,andabletoinvestin

moreexpensivemarkengtechniquessuchas

adversing.UniqueSellingPointsshouldbefar

moredeveloped,withthisreectedinthe

productranges.Posivesupplierrelaonsshould

be maintained in order to cut costs.Technological aspects of the business will be

moreadvancedandfullyopmised.Helpfrom

peer groups and family will help to sustain a high

qualityorganisaonalow.

Within ten years;

• Thebrandshouldbemaking£2000aweek

inprot,equivalentto400t-shirtsales.Bythis

stage, there should be a small commercial team

toassistinthetypicaloperaonsofthebusiness

suchasordering,nishing,shippingand

customerservice.Ideally,thebrandisabletoinvest in a studio and a heat transfer press to do

theprinngindependently.Brandawarenessand

popularitywillbesignicantandinuenal,with

socialmediapromoonsappliedasadominant

markengtool.Thebrandwilloperatethrough

m-commerceandpotenallyotherdistribuon

channels.Technologicalcommunicaonswillbe

enhancedandhighlyecientatmeengthe

targetmarket’sneeds.Mediaaenonwillbeon

a large scale basis, and the company will be

recognisedbyalargeproporonoftheyouth

market.

Unique Selling Points

• Aordable: Many small, launching

independentbrandscanchargeroughly£30a

t-shirt,makingthemexpensiveandunjusableto

alessauentyouthmarket.RiseApparelwillbe

aordable,roughly£20at-shirt,toaccommodate

this market. The brand will be developed to ensure

itisaspiraonalandappealingtothetarget

market,withoutbeingtooexpensive.

• Quality and Fit:Qualityandtisimportant

within a t-shirt; Rise Apparel will not source cheap

t-shirts that will disappoint consumers. The t-shirts

sourcedwillbeagoodsize,t,andwillholdtheir

shapeandcolourtomakethemlong-lasng

garments. The consumer needs to feel

comfortable, and equally, that they look good in

the clothing.

• Creave Design: Rise Apparel will aim to

designcreave,vibrantandenergecdesigns

which are completely unique and original. Rise

aimstobemoreexcingthancompetors,which

will become easier as the company grows and has

thefacilies.

• Ethical:RiseApparelaimstobeoperang

enrelyintheUK,ensuringallareasofthe

supply trade are ethical, both environmentally and

in terms of human rights. American Apparel, which

runavercallyintegratedbusiness,andconform

tosweatshopfreeethics,areaparcularfavourite

choice of wholesaler for the business venture.

• Hipster Urban Grunge Aesthec: This style

of clothing currently is very limited amongst the

youthmarket,however,itisacommonstyletomix

and match hipster looks with grunge trends and

graphics. The business venture will try to meet the

market demands by delivering this intriguing and

aesthecallypleasingstylethroughoutthedesigns,

andadapngthislookasthetargetmarketalters.

B P



Bus PanServices

Thebrandwantstohaveanexcellentserviceinordertomeetthecriteriaofcreangposiveandfavourable

percepons,aswellastogenerateposivewordofmouthmarkeng.

Ingeneral,theservicewillconsistofanopmisedwebsitewithplentyoffeatures,suchasazoom,detailedproduct

descriponsandmeasurementswhichallowconsumerstoknoweverythingabouttheirpotenalpurchases.From

this,thebrandwilloerafairlylowcostdelivery.AccordingtotheRoyalMail,2013,rstclasspostageforalarge

leerof150grams(theaveraget-shirtweight)willcost£2.30.Inthiscase,postageandpackagingwillcostroughly

£2.99toavoiddisappoinngconsumerswithahighshippingcharge.Inparcularperiods,thebrandcanpromote

free shipping to encourage consumers to make purchases without this hassle. Consumers are more inclined to

purchase without high shipping charges.

Itistypicalforanonlineconsumertofeelexcitementaboutreceivingtheirgoodsthroughthepost,delivered

straighttotheirhome.Therefore,RiseApparelaimstomakeparcelsexcing,creangtheillusionofgenga

‘present’or‘treat’throughthedoor.Thiscanbedonewithsophiscatedpackaging,freepromoonalgoodsor

sweets,andapromoonalpostcardtothanktheconsumerfortheircustom.Ifthecostisnottoomuch,awrapped

upcustomisedboxofthe‘Rise’logocanbesent,wrappedupwithabow,tocreatetheposivefeelingswithinthe

consumerassociatedwithreceivingapresentorgi.

TheaimforRiseApparelistooeraservicewhichisfast,ecient,eecve,ofwhichoershelpandadviceto

consumerspromptly.Solvinganyproblemsthatoccuratagoodpaceisessenaltotheservice.Ensuring

consumerscancontactthecompanymanydierentmethodsisalsocrucial,sointroducinga‘livechat’orafeedbackboxwillhelpconsumerscommunicatetothebrandintheirpreferredmethod.Introducingaspecial

deliveryoponandinternaonalshippingoponwillalsoimprovetheserviceoeredtoconsumers.

Strengths

• Design Ability: Designing the garments will be an

important aspect of the business; therefore it is a strength

if the brand to have the capability to use Photoshop

eecvely.Thebrand’sdesignhasbegunstrongly,with

eecveuseofbrandingandPhotoshopvisuals.

• Research Ability:Havinganalycalskillstoresearch

trends,competors,andtheexternalmarketisessenalin

order to understand the business and prepare for changes

indemandorshisinconsumerbehaviour.Havingacquiredtheseskillswillhelptoaltermarkengstrategyand

meengideas.

• Brish Suppliers:SourcingfromBrishsuppliers

cutsthecostandmeofreceivingorders,whichwill

improvetheproducvityofthebusinessaswellasgivethe

brandasenseofBrishheritage.

• Ethical:Inordertocreatefavourablepercepons

and to act morally as a company, Rise Apparel will source

ethical, sweat shop free products (such as American

Apparel T-Shirts) to ensure the company acts ethically.

• Freewill: Owning the brand will enable complete

freewill over the decisions of the company, with no

unwantedinuencefromothers.Forexample,expanding

intoprinngort-shirtcustomiseddesignarepotenalideas

whichcanbeexploredwithnohassle.

Weaknesses

• Lack of Experience: Beginning a business can be

dicultwithalackofexperienceintobuying,quanes,

and establishing what the market is willing to purchase. The

lackofexperiencecouldaectthepotenalsuccessofthe

company; however, it will also provide a valuable learning

curve into design and consumer behaviour.

• Lack of Funding: Gaining the funding for a small

businessisdicult,andbeginningtheoperaonsofa

clothing brand with only a small investment means that it

can be quite costly. This weakness can be overcome with

no minimum order suppliers, and thorough research into

costeecvemarkengmethods(suchassocialmediaand

websitehosng).However,itislessriskythaninvesnga

large amount of money into a poor idea, as no huge cost is

lostintheprocessandtheprotwillenablegrowth.

• Low Brand Awareness: Thebrandhasnotocially

been released; therefore, the awareness of it is minimal.

Networking with contacts and peer groups will increase this

gure,aswellaswordofmouthmarkeng.Facebook

oersapromoonalservicewhichgenerates‘likes’which

in return, heightens awareness.

• Low Market Share: Inially,thebrandwillhavelile

marketshare;however,thiswillhopefullyshiwiththe

productsonoerandhigherbrandawareness.

Opportunies

• Social Media:Socialmediacanbeulisedtobea

highlyeecvemarkengresourceforanybusinessaimed

atayoungmarket,withthebenetofbeingfree.Creang

onlinestores,uploadingimages,updatesandinteracng

directlytoconsumersaretheopportuniesprovidedby

social media.

• Networking:Building a wide range of networks will

helpspreadthewordofthebrandtopotenalconsumers.

Thisisachievablethrougheecveulisaonof

communicaonskillsandmarkengmaterials.

• Events Markeng (Pop Up Shops): As the brand isoperangasapureplayretailer,itlimitstheopportunityto

sell the tangible product to consumers who prefer

tradionalbricksandmortardistribuon.Byusingpop

upshopsandbysengupstallsatevents,thebrandcan

gainaenonandoerconsumersthechancetobuythe

tangible product there and then. This can start small, such

asclothingfairsandlocalgigsandfesvals,beforemoving

ontomorenaonalandpopularevents.

• M- Commerce: Young people are the highest

users of smart phones and tablet computers. Therefore, it

isavaluableopportunitytoopmiseamobilewebsite,in

which consumers have the ability to browse the brand and

opportunity to purchase if they wish.

Threats

• Competors:Competors,especiallywell

establishedones,caneasilyexcelthebrandduetotheir

highawareness,marketshare,andinnovavedesigns.

Oeringacompevepriceandoriginaldesignsshould

help increase market share.

• Low Disposable Income:Duetoexternal

circumstances,youngpeoplecurrentlyhaveverylile

disposable income due to the recession, rising student fees,

expensivepublictransportfares,fuelandrisinginaon.

Therefore, it is easy for the target market to discourage

themselvesintobuyingaproducttheywant.Inordertoovercomethis,thebrandwillcreateposivefeelingsfrom

consumerswithemoveandyouthfultoneofvoiceand

generoussalespromoons.

• Originality: Independentt-shirtbrandsaregrowing

at a high rate, due to the ease and low investment involved

instarngat-shirtbusiness.Therefore,ndinganicheora

unique selling point, as well as a design that has not been

createdbefore,canbedicult.Therefore,alldesignswill

beoriginallydesignedandwillbeparallytrendledtogive

the brand demand from the target consumer.

SWOT Analysis

Pricing Strategy

The brand wants to operate a pricing strategy which provides the consumer with high quality, ethically sourced

productsthatareaordabletotheyoungtargetconsumer.Externalinuences,suchasincreasingstudentfees,the

recession, and rising transport and fuel fares mean that disposable income in general is low for young people.

Therefore,oeringalowpriceisthebeststrategytoaractthismarket.However,thebranddoesnotwantto

source products that are low quality and have been made unethically, as consumers tend to shop the high street for

lowqualityeverydayessenals.Riseisaboutmakingastatement,withasharedconsumerdesirefororiginaland

unique clothing which suggests that the

quality needs to remain high. The products will

be designed and sourced on fabric which is longlasngandholdsitscolourandshape,therefore,

RiseApparelwilloperatea‘PenetraonPricing’

strategy.

Penetraonpricingiseecvewithanewbrand,

as it allows the entry price to beat

compeon,thereforearacngnewconsumers.

Italsodiscouragesnewentrycompetors,results

inposivewordofmouthmarkeng,penetrates

thetargetmarketquicklyandeciently,andcan

boost sales and provide a faster stock turnaround

me,therefore,itisaneecveinialentry

strategy for the Rise Apparel business.



Marg Pan Markeng Aims

Themainaimsforthemarkengofthebrandareasfollows;

• Tobuildawarenessofthebrandamongstthetargetmarket

• Tocreatefavourableandmemorableperceponsofthebrandamongstthetargetmarket

• Tocreateastrategywhichemphasisestheimportanceofrelaonshipmarkeng

• Tobuildaloyalconsumerfollowing

• Toenhancebusinessgrowthinordertointroducenewandmoreoriginalproducts

• Togainarespectableyouthmarketshare• Toeecvelyusesocialmediaasadominantmarkengtool

Aim SMARTObjecveTo Build

Awareness

Amongst the

Target Market

RiseApparelisaimingthebrandatadominantlyyouthfulmarket.Determinedbytheconsumeranalysis,itisimportanttoidenfywhatthemosteecvemethodsofcommunicangaretothem.Thisagegrouptendto

have the highest usage of laptops, tablet computers and smart phones, which suggests they respond to technology.

Buildingawarenesswilliniallyrevolvearoundwordofmouthtopeergroups,aswellassocialmedia,networkingandsearchengineopmisaon.Awarenesscanbemeasuredbyviralityonsocialmediapages,asthis

showshowmanydierentpeoplethebrandwouldbereaching.

Smart Objecve: To increase brand awareness of Rise Apparel to 500 Facebook ‘Likes’ and 200 Twier ‘Followers’ by aending events, communicang the brand to peer groups and using search engine opmisaon,

by the 1st January 2014. Aer the inial six months of the business starng, awareness should be increasing by 5% steadily each month, and by 10% with any signicant business acon (such as fesval pop-ups, new

seasonal lines, new product categories, any signicant adversing), which will be measured in impact via social media.

ToIncreasethe

Potenalof

Brand Loyalty

Inordertogenerategoodbusinessleads,itiscrucialforthebrandtoaractaloyalfollowingthatwillbuythebrandanddesignsonaregularbasis.Theseconsumerswillalsogeneratesalesfromtheirpeergroups,aswell

asbuildawarenesswithintheirownsocialnetworks.Buildingbrandloyaltyandretainingitisdiculttoachieve,however,thiscanbeachievedthroughsalespromoonsforthenextorder,directmarkengpromoons,

andengagingtheconsumerthroughcompeonsandsocialmedia.

Smart Objecve: To engage with consumers and build brand loyalty with regularly new product lines, social media, compeons, sales promoons and direct markeng, in order to aract new peer networks and to

build awareness as well as generate repeat sales. By June 2014, Rise Apparel aims to have 10% of consumers making mulple orders.

To Build an

Eecve

Website

Asanonlinebusiness,itisessenaltobuildaninteracveandengagingwebsitewhichiseasytouseandholdstheconsumer’sinterestandaenon.Ithasgottobepersuasive,inordertotryandaractconsumersto

make purchases.

Smart Objecve: To build an interacve, professional and interesng e-commerce website and launch it by July 2013, aiming to gain at least 50 to 100 page views per month for the rst six months. Aer the i nial six

months, page views should increase by 5% each month.

To Launch New

Products and

Categories

Inially,whenthebusinessislauched,itwillonlyspecialiseint-shirtswithonlyafewdesigns.Asthebusinessgrows,itwillenablethebrandtobuyhigherquanes,awiderrangeofdesigns,andexpandintonew

categories. This will make the company more reputable and as a result, will grow and increase the average basket spends.

Smart Objecve: To launch ve new, interesng and innovave designs in September 2013 to aract a larger market share and to build brand loyalty.

To Grow at a

Reasonable,

Quick Pace

RiseApparelaimstolaunchinJune/July2013.Inordertogrow,thebusinesswillneedtoinvestallprotintothegrowthoftheproject,inordertoboostsalesandconnueproducingnewproducts.

Smart Objecve: To have generated forty sales by September 2013. From September 2013, growth should be 10% per month and 15% during busy mes (such as the run-up to Christmas).

ToIncrease

Market Share

Realiscally,whilstbeginningthebrandandinthegrowthstageofthebusiness,itwillbediculttogainsignicantmarketshare,however,fortheonlinemarketthisiseasiertoachieve.Increasingthemarketsharewill

ideallygainmorecredibilityforthebrandandwillgeneratehype,whichcanbedonebyusingacompevemarketstrategy(suchasbeerdiscounts,freeshipping,compevepricing)andbysellingmoreuniqueand

visuallyappealingproductsthancompetors.Asidenedfromprimaryandsecondaryresearch,potenalmarketshareforyoungpeoplewhoshoponlinefrequentlyequatesto196,754.

Smart Objecve: By the 1st January 2015, Rise Apparel wants to have achieved a market share of 0.25% (494 consumers). By 1st January 2020, Rise Apparel aims to have achieved a market share of 5% (9838

consumers).

To Create

Favourable

Perceponsof

the Brand

Thetargetconsumershouldfeelposivelyaboutthebrand,andrecogniseitasafavourableandworthycompany.Freegiswithorders,discounts,quickdelivery,personalandkindservice,eventsmarkeng,freeshipping

oers,interesngproductsandalikablestyleandaesthecwillallboostfavourablebrandperceponsamongstthetargetconsumer.

Smart Objecve: To create favourable percepons of the brand, through eecve management of the brand and tacle markeng, measured from page views on both social media and the website and monitored

through posive comments and feedback.

Markeng Aims and Objecves

Asastartupcompany,thebrandwillbeheavilybasedonverycheapandsimpliscmethodsofmarkeng,whichwill

determinehowsuccessfulthebusinesscanbe.Markengasmallbrandtosimplybuildawarenessisakeyfactor,however,

the brand will need more than awareness to grow popular amongst the target market.

Theseaimsarequiteambious,yetverypossiblewiththerightstrategyimplemented.Inordertodevelopandimplement

theseaims,itiscrucialtoturnthemintorealiscmarkengobjecveswhichcanbemeasuredandareachieveable.SMARTobjecvesareafantascmethodtoreallyvisualisewhatthebrandwantstoachieve.

M PPorter’s Generic Three Strategies



Marg PanMarkeng Strategy

Themarkengstrategyishowexactlythebrandaimstoachieveandimplementthemarkengaims

andobjecves.RiseApparel,asastartupbusinessproject,willneedtoreallycommunicatetotheir

consumersdirectly,andwillneedtomarketthebrandeecvelymainlytogaininialawareness

from a range of youth networks.

Anso Matrix

AnAnsoMatrixishelpfulindeterminingwhatstrategythebrandshouldundertake;fromhere,

markengaconscanbeundertakeninordertofullthestrategy.Theinialstrategythebrandwill

implementwillbe‘MarketPenetraon’.Thisisbecausethebrandwillentertheexisngyouth

marketwiththerstrange,withtheinialexisngproducts.Penetrangthemarketcanbe

achievedwithmarkengaconswhichrevolvearoundbuildingawareness,favourablepercepons

andbrandloyalty.Thestrategytodothiswillincludenetworking,eventsmarkeng,socialmedia,

salespromoons,directmarkeng,adversing,andregularresearchintothismarket’sidealwants

and needs.

Secondary to this, the brand will begin to launch new products and categories, therefore following

a‘ProductDevelopment’strategy.Thiswillkeepthebrandfreshandinteresngandwillencourage

repeatsalesfromloyalconsumersaractedthroughthemarketpenetraonstrategy.

Eventually,thebrandmayexpandintonewyouthmarkets,suchasanurbanmarket,orevenarural

market, with new products designed for these markets. The brand will need to constantly adapt the

strategytochangingmarketneedsandshisinconsumerbehaviour,thereforefuturiscally;a

‘Diversicaon’strategyora‘MarketDevelopment’strategywillbeundertakenlongterm.

Porter’s Generic Three Strategies

Porter’sGenericStrategiesexaminescompevemarkengstrategy,thereforebroadening

theAnsoMatrixasamodel.Thebusinessventurewilliniallybefollowinga‘CostFocus’

strategy.

The‘CostFocus’strategyisaimedatanarrowmarket,withacompevecost;thebrand

willuseapenetraonpricingstrategyandwilloerproductsatatypicallylowerpricethan

competors;thiswillgenerateasmallmarkupprot,however,itwillboostthequanty

of sales which will lead to more people endorsing the brand. The market will be narrow, as

networkingthebrandiniallywillaractasmallgeographicsegment(basedin

Sussex).However,asalongtermstrategy,thebrandwilloperateacostleadership

strategy, by keeping prices low and aiming to target a broad youth market.

Thebrandwillofcoursebedierentintermsofdesign,soitcanalsobeimpliedthatthe

brandisalsooeringadierenaonfocusstrategy,asthebrandisbringingoriginal

designstoanarrowmarket.Thebrandwantstobeperceivedasexclusiveandnotaclone

of high street brands and products, as consumer demand suggests that they desire new

andinteresngbrands.Consumersnolongerwanttoseetheirpeerswearingthesame

products as them, and instead want clothing that no one else has or is not strongly

recognised;thereforedierenaonissllamainrequirementforthemarkengstrategy

andcorporateobjecves.

Longterm,aeraracngabroadyouthmarket,thebrandislikelytodevelopa‘Diversicaon’strategyinordertobringdierentproductstoabroadmarket.Thisisonly

possibleoncethecompanyhastheresourcesandnancialfundingtoproducemore

intricate and unique designs.

M P



Objecve Strategy Markeng Programme (Markeng Acons)Build Awareness

Amongst the

Target Consumer

Market

Penetraon

•Adversing:Adversingcanbedonethrougharangeofmediums,however,itisgenerallyveryexpensive.ThemostcosteecvemethodofadversingwouldbethroughFacebook,astheyouth

marketisveryrecepvetosocialmedia.Itallowsthebrandtochoosetheirtargetmarketbyage,interests,genderandgeographiclocaon,andstartsfrom£10perday,andasaresultdrawsinmore

page‘likes’andthereforebuildsawareness.Anothermethodofadversingcouldbethroughyers,postersandlocalmagazineadvertsthataractayouthmarket.

•Networking:Networkingisacostecientmethodofmarkeng,andcanbeexecutedthroughpeergroups,localtradingevents,suppliers,othert-shirtbrandsandpossiblypeopleworkingwithinthe

industryatahighlevel.Thiswillgenerateawarenessandbuildposiverelaonships,thereforeincreasingthechanceofposivewordofmouthmarkeng.

•Events Markeng:Eventswhereasignicantnumberofpeopleaendisataccalmarkengmethodinwhichbrandawarenesscanberaised.Itwillallowconsumerstobrowsethetangibleproduct,aswellasbuildawarenesstopassersby.Givingawaysalespromoonsandfreebieswillalsoaractposivewordofmouthmarkengandwillcreatefavourablebrandperceponsasaresult.In

addion,compeonsateventscanhelpengagetheconsumer.RiseApparelhasalreadysecuredtwoevents;SouthamptonandMusicClothingFair(11thMay2013,SoulCellar)andCobbfest

(17th-18thAugust2013,ChilleyFarm,EastSussex),whichwillworkinfavourofboosngawareness.Flyerscanbeusedtopromotespecicevents.

•Personal Endorsement: Asking friends, family and peers to wear the clothing can be a successful method in which to build brand awareness. Endorsing the brand myself would allow other people to

seethebrandandbeexposedtothename,andifothersdothis,itislikelytodrawinwebsitepageviewsandsocialmediafollowersandlikes.

•Social Media:Socialmediaisvitalforincreasingbrandawareness.Asdiscussedabove,Facebookadversingisanopon,however,itcanalsobeagreatresourceforcreangbrandawarenessforfree.

‘LikeandShare’compeonsspreadthewordofthebusinessfast,generatemore‘likes’andexpandsintodierentpeergroups.

To Create

Favourable Brand

Percepons

Market

Penetraon

Creangfavourablebrandperceponsisakeyobjecveforanystartupbusiness.RiseApparelneedstojusfythebrandtopotenalconsumersinorderforthemtolikeit.Onaverage,aperson

menonsabrand60mesaweekbothonlineandoine(WOMMA,2013),thereforecreangaposivepointofcommunicaonisnecessary.

•Viral markeng:ViralmarkengcanbeconductedthroughupdatesonsocialmediawebsitessuchasFacebookandTwier.Inordertomeettheobjecveofcreangposivepercepons,thebrand

can use a humorous element and post funny statuses to engage the consumer.

•Excellent customer service: Ensuringtheconsumergetsfantascservicewillmakethemmorelikelytorecommendthecompanytootherpeople,whichaddionallyaractposivewordofmouth

markeng.Thiscanbedonethroughfastemailresponsestoquesonsandqueries,sorngoutarisingproblemsasquicklyandecientlyaspossible,andthroughfreebiesandnicepackaging(present

style ‘treat’).

•Freebies at Events:Givingoutfreepromoonalmaterials,suchassckers,discountyersandothercosteecve‘treats’suchassweetsandglowsckswillhelpcreatefavourablepercepons,andis

alsolikelytocreateatalkingpointforwordofmouthmarkeng.Thiswillbeimplementedatpop-upshopsandevents.

To Boost Sales Cost Focus Boosngsaleswillleadtogrowth,themostsignicantobjecveandmoveforcreangthebrand.Withanystartupbrand,withlackofawarenessandmarketshare,itiscrucialtoappealtothemarket

andappearbeerthancompetors,whichthebrandwillundertakethroughacompevecostfocusstrategy.

•Cost Focus: T-Shirtswillaimtobeunder£20andwillaimnottoexceed£25.T-shirtswillmakeasmallmarkupprot;however,hopefullythismeansthatthedesignswillsellinhigherquanes.

•Sales Promoons: Salespromoons,suchasdiscountsandfreeshipping,willinspireandhopefullyencourageconsumerstoimpulsivelypurchase,whichineectwillboostsales.Manyyoungpeople

feelinclinedtowaitforasalespromooninordertosavemoney,anduseitasanopportunitytobuy.Thesesalespromoonscanbetaccallyplacedattheendofthemonth(payday)andatthe

beginning of student loan days, in order to draw in consumers that have disposable income to spend.

•Personal Selling through Events Markeng: Holding a stall at an event, or even a pop up shop, will be aiming at a wide demographic and will hopefully allow the brand to build a direct, personal

relaonshipwiththeconsumer.Itwillhopefullyaractconsumerswholikethebrand,buthavenotyetbeenmadeawareofitsexistence,thereforepurchaseanitemthereandthen.

Marg PrrammeMarkengProgrammescanbeusedtoasaresourcetodetermineexactlyhowacompanywillimplementtheirstrategy,byspecifyingtheaconsinvolvedandtheintendedmarkengacvity.

Knowinghowthemarketrespondstoparcularmarkengeortsisimportantforchoosingthemosteecvemarkengacons.

ACORNconsumerprolingidenedthatyoungpeoplearethehighestusersoftheinternet,socialmedia,tabletcomputersandsmartphones,aswellassuggesngthatthisdemographic

respondedwelltodirectmarkengviaemailandtextmessaging.Therefore,markengaconswillbebaseddominantlyaroundthesemethods.

WordofMouthmarkengisalsoknowntobeincreasinglyeecve,especiallyagainsttradionalformsofcommunicaonsuchasadversing.AccordingtotheWordofMouthMarkeng

Associaon,39%ofconsumersare‘inuencedagreatdeal’byreviewsofcompaniesbyfriendsandfamily.66%ofconsumersaskedmainlyspokeaboutbrandsposively,andaddionally92%

ofconsumersworldwidetrustrecommendaonsfromfriendsandfamilymorethananyformofadversing,upfrom74%in2007(WOMMA,2013).Withstascsthisstrong,thebrandwill

aimtouse‘buzz’markengtocreateatalkingpoint.

M P



Objecve Strategy Markeng Programme (Markeng Acons)To Design New

Products

Product

Development

Ensuringthebrandisregularlyupdangtheproductrangeandexpandingideas,aswellasthinkingcreavely,ispartofthedevelopmentstrategyaertheinialanddesiredsuccess.Thereforethe

brand will follow a product development strategy.

•New Categories: Delvingintonewproductcategorieswillexpandtheproductrangeandthereforeoerconsumersmorechoice,whichwillessenallyboostbrandloyalty.Inialrstcategoriescanbe

sweatshirts,bags,backpacks,sunglassesandhats.Aerme,thiscandeveloptoincludeleggings,jackets,shorts,underwear,socksandjewellery.

•New T-Shirt Designs:Thiscanbedonefairlyeasilyfromtheprotmadefromtherstcolleconoft-shirts.TheycanbeinspiredbycreavityandimaginaonaswellasforecastWGSNyouthtrends.

Thiswillboostrepeatsales,thereforeboosngbrandloyalty.

•Sublimaon:Dyesublimaonisat-shirtprinngprocessthatcoversawholet-shirtwithaprint,whichisprovingpopularamongsttheUKonlinet-shirtyouthmarket.Unfortunately,thismethod

involveshighorderquanesandisexpensivetodo;however,inthefutureitcouldbeworthinvesnginaheattransferpresstoachievethesublimatedlook.Thiswillhopefullygetmoreconsumers

engagedwiththebrand,thereforeboosngsalesandbrandloyalty.

•Tie Dye: Creange-dyedesignsisapopularandcosteecvemethodofcreangvibrant,colourfulandboldt-shirts.WGSNhasfavouredthistrendamongsttheyouthmarket,especiallywithfesval

culture.Creangworkshopsatafesvalfor‘e-dyeyourowntee’whereconsumerscouldmaketheirowne-dyeswiththeirfavouritecolourscouldbeaninteresngmarkengtacctoengagethe

consumer,createbrandloyalty,andgivethemacompletelyoriginalandexclusivet-shirt,withthesouvenirelementoftheirfesvalexperienceincluded.

To Build an

Eecve

Website and

Create a Strong

Online Presence

Market

Penetraon

Asanonlinebusiness,thebrandwillneedtomakeawebsitethataimstoprovidea‘bricksandmortar’experience,inordertogenerateasmanysalesaspossible.Itwillneedtobeopmised,engaging,

interesng,andvisuallyappealingwithasimplisclayout.

•Online Store: Creanganonlinestoreisnecessaryforthebusinesstogeneraterevenue.Primaryresearchclaimedthatconsumerslikedwebsiteswhichwereeasytouse,easytopay,withaddional

featuressuchas‘zoom’,measurements,andimagesofpeoplewearingtheclothingtoseehowitlooks.Thiscanbedonesimplythroughawebsitehosngwebsiteandwilldelivertheexperience

consumers desire from an online store.

•Links to Social Media:Associalmediaisadominantfeatureforviralmarkeng,theimportanceofallowingtheconsumereasyaccessiscrucial.ThebrandaimstoexpandintoFacebook,Twier,

InstagramandPininterest.Itwouldalsobeusefultoincludea‘Twier’widgettodisplay‘tweets’andimagesdirectlyfromthewebsite.

•Cheap Postage and Packaging:Consumerscanbeputobuyingasingularitemwiththeaveragepostageandpackagingfeebeing£3.95anditislikelythatiniallytheconsumerwillonlypurchaseoneitematame.Therefore,thebrandwilloerthepostageandpackagingattheactualcost,thereforemakingtheconsumerfeelmoreinclinedtopurchase.

•Interacve Media:Inordertoincreasepageviewsandtheaveragemespentviewingthewebsite,thebrandwillneedtomakethewebsiteinteracveandengaging.Includingamusicplaylistofindie

rockmusicwilljusfythebrandtothetargetconsumer,aswellaspotenallyintroducethemtonewlikablemusic.Anothermethodcouldbea‘minigame’placedonthewebsitehomepage;youngmen

typically are interested in gaming, and take part via games consoles, the internet, smart phones and tablet computers. Daniel Hayes, a personal friend, works with games programming and has agreed to

create a mini game for the business; this will promote his game, as well as promote the brand. Buying the game as an ‘app’ could give the consumer a discount on a t-shirt, and vice versa.

•Social Media: The youth market is very inclined to use the internet on a daily basis. Therefore, the brand will need to build a strong online presence through social media in order to build awareness

andengagetheconsumer.Socialmediacanbeupdatedregularly,andoersalespromoons,compeons,andachanceforanyconsumerinputandcommunicaons.

•Search Engine Opmisaon:SEOisacontemporarymethodofpromongawebsite.InordertomakeRiseAppareleasytond,aswellasaracngnewconsumers,thebrandwillneedtolookinto

methodstoopmisethesiteonsearchengines.GoogleAdwordsisusefulsowaretohavetodothis,inordertomonitorconsumerbehavioursandsearchingpaerns.

To Create Brand

Loyalty

Dierena-

on Focus

Itisimportantforanybusinesstogainconsumers;however,itisjustasimportanttoretainthem.Thebrandneedstocreateaconneconwithconsumers,sothattheyareabletoidenfyandrelateto

theconnotaonsandvaluespromoted.

•Personal Selling: Atevents,personalsellingcanbeconductedthroughdirectfacetofacecommunicaonwiththeconsumer,bycreangabondandfriendshipwiththem.Online,thisismoredicult

toachieve,butcanbedonesothroughpersonalemailsandsocialmediamessages.Itisessenaltoneofvoiceiskeptcasual,friendly,yetinformave.Asenseofprofessionalismisalsoessenal.Personalsellingcreatesadirectrelaonshipwiththeconsumer,aconneconwhichcreatesfavourableperceponsofthebrand,whichthencreateslongtermbrandloyalty.

•Exclusive Sales Promoons:Exisngconsumershavealreadyprovedtheirsupportandlikabilityofthebrand;therefore,rewardingthemandshowingappreciaonandgratudefortheircustomwill

helpbuildloyaltyandwillencouragerepeatsales.Thiscouldbeheavydiscounts,freeshipping,oranexclusive‘gi’witheachorderwithinaparcularmeframe,exclusivetoexisngconsumersto

make them feel ‘special’.

•Excellent Customer Service: Excellentcustomerservicewillalwayscreatefavourableperceponsofacompany,andasaresult,theconsumerwillfeelmoreinclinedtopurchaseagainfromthesame

company.Iftheconsumerfeelstheyhavebeenneglectedornegavelytreated,theywilldenitelyfeelinclinedtotellpeopleandnotrepeatbuy.

•Packaging:Packagingcanbeboring,unimaginaveanddull.Bymakinganorderseemlikeapresent,wrappedupwithmeandcareputintoit,theconsumerwillfeellikethebrandhas‘treated’them

andhasgonetotheextraeorttomakethemfeelspecial.Doingthiswillgeneratebrandloyalty,aswellasactasatalkingpointinwhichposivewordofmouthmarkengisgenerated.

•Freebies: Givingawayfreebies,whicharefairlyinexpensivetodo,againshowsthatthebrandiswillingtogototheextraeorttomaketheconsumerfeelspecial,thereforecreangaconneconto

theconsumer.Freebiescouldincludeglowscks,sweets,keyrings,postcards,productsamples,andvouchers.

•Direct Markeng: Youngpeopleareresponsivefordirectmarkengmethodssuchasemailandtext,assuggestedbyACORN,2013.Bycommunicangsalespromoons,events,andanygeneral

worthwhile news to consumers will enhance brand loyalty.

Marg Prramme

M C 2014



Month Dates Markeng Acons Markeng Intensions

January 1st (New Year)

6th-9th(StudentLoan)

• NewYearGiveawayPhotoCompeon:ConsumersuploadtheirfunniestNewYearpicturesfor

the chance to win a Rise T-Shirt.

• BestNewYear’sResoluontowinabag/keyring.

• 10%o(StudentLoanswillbecomingin,thereforethismarketwillbemoreeagertospend)

• Toengagetheconsumerviasocialmediaandboostbrandloyalty.

• Togenerate‘buzz’andengagetheconsumer.

• Toboostsales.

February 1st (Pay Day)

14th(Valenne’sDay)

• Facebookadversingforsevendays

• Loveyourselfonedaypromoon,15%o.

• Tobuildbra nda wa re ne ss

• Toboostsales.

March 1st (Pay Day)

17th (St Patrick’s Day)

• Pay D ay Fl ash S al e

• LimitededionfourleafcloverdesigngiveawayforbestStPatrick’sDayphotos/storiesorLike

andShareCompeon

• Toboostsales.

• Toengagetheconsumerviasocialmediaandboostbrandloyaltyortobuild

awareness,aswellasgenerate‘buzz’.

April 14th- 19th

23rd (St George’s Day)

28th (Student Loan

Day)

• EasterEggHunt,LikeandShare,CommentwithAnswer(HidecluesandmysteriesintheRise

FacebookTimeline).EasterEgggiveaway&freepromoonalgoods.

• StGe orge ’s Day-10% o

• FreeShipping(SummerTermStudentLoan)

• Toengagetheconsumerviasocialmediaandboostbrandloyaltyandcreate

favourablebrandpercepons.

• Toboostsales.

May 5th (May Day Bank

Holiday)

29th

• 10%O

• LaunchSummerproductrange(sunglasses,backpacks,ipops)

• Toboostsales.

• Tobuildbra ndloy alty.

June 1st- 4th (Pay Day)W/C12th(WorldCup)

• Anyordersreceive15%otheirnextorder• WorldCup:PredictEngland’sFirstGameScoretobeenteredintoaprizedraw,likeandshare

compeon

• GlastonwickFesval(BeerandMusicFesvalinCoombes,WestSussex)(DatesTBC)

• Tobuildbra ndloy alty.• Toengagetheconsumerviasocialmediaandboostbrandloyalty.

• Tobuildawarenessandboostsales.

July 1st (Pay Day)

15th (Events)

25th-30th

• Pa yDa yProm oon15% o

• HasngsBeerandMusicalFesval(DatesTBC)

• EastbourneExtremeSportsFesval(DatesTBC)

• Midm onth;Free Shipping

• Fa ce bo ok Ad ver si ng

• Toboostsales.


• Toboostsalesandboostbrandloyalty.

• To b ui ld a wa re nes s.

August 1st (Pay Day)

15th (Rough date of

Cobbfest)

25th (Bank Holiday)

• Like a nds ha re com pe on

• Cobbfest(MusicFesval,ChilliFarm)

• AugustSummerBankHoliday,15%oorbuyat-shirtandreceiveafreecanvasbag/freepair

of sunglasses with every order



• Toboostsalesandcreatefavourablebrandpercepons.

September 1st (Pay Day)

15th

27th (Student Loan)

• Best‘Freshers’storieswinsocks/sunglasses

• Sea sona lSa le /Clea ra nce• Freeshippingand10%o(StudentLoan)

• Toengagetheconsumerandcreate‘buzz’.

• Toboostsales.• Toboostsalesandbuildbrandloyalty.

October 1st- 5th

10th-15th

31st (Halloween)

• IntroduceWinterproductlines(hats,scarves,sweatshirts,socks,bags,leggings)

• Fa ce bo ok ad ve r si ng

• H allowe enFre eShipping

• Toboostsales,createfavourablebrandperceponsandboostbrandloyalty.


• Tocreatefavourablebrandperceponsandboostbrandloyalty.

November 5th(BonreNight)

15th -17th

25th-30th

• Fre egiwithe ve ry order

• Anyordersreceive15%otheirnextorder

• Like a ndSha re com pe on

• Toboostsalesandcreatefavourablebrandpercepons.

• Toboostbra ndloy alty.


December 1st-7th

14th

28th

• Fre eChristma sPostag e

• ChristmasGiveaway(FindthePresentFacebookTimeline,LikeandShare)

• BestChristmasPartystoriestowinabag/accessory

• Toboostsales.

• Togenerate‘buzz’andcreatefavourablebrandpercepons,andtoalsobuild

brand awareness.

• Togeneratebuzzandengageconsumers.

Marg Caar 2014

T D P



Te Dn PrcsAsdiscussedinthebusinessandmarkengplan,designwillbeahighfocus

priority within the business venture and will be a unique selling point amongst

the youth market. From using the trend analysis conducted in the research

secon,trendconceptscanbeappliedtothedesignofthet-shirts,and

adaptedinanexclusiveandpersonalmethod.

Ombre DesignsOmbre has been a trend of

2012/2013,fromhaircolour

tot-shirts.Whilstcollang

ideas for designs, it is

important to consider what

iswithinsuppliers/prinng

company’scapabilies,how

expensiveitwillbetodo,

metakentocompletethe

order and the price of the

overall job.

Ombre was an idea which is

very likable within the youth

market at the

moment, and is a cost

eecvemethodofmakingt-shirts which are visually

appealing to a broad

market.Itcanbedoneby

the business; by buying

some plain logo printed

white t-shirts from

suppliers, and some Dylon

hand fabric dye and simply

dipping the colours into the

dye carefully.

Inordertoincorporate

trends, colours such as

blues, purples and pinks are

very trendy. Pastel colours

are also popular amongst

both men and women styles

and trends, or the brand

canalsooergrungestyled

alternavesinorderto

aractawidemarketshare.

Splaer/ Marbled



Splaer/ MarbledDesigns

Inially,thebrandidenedtheyouth

marketonWGSNastheEuropeIndieYouth

market, specifying with the Hipster Grunge

lookformenswearandthePreyPop

Grungelookforwomenswear.Splaerand

marble wash t-shirts can be denoted as a

grunge based trend, therefore this look andstylewillsuittheidenedWGSNyouth

markets.

This method could either be printed directly

onto a t-shirt, or achieved through careful

hand dying techniques.

Thesplaersforexample,canbedoneu

singapaintbrushandickingdyeallover

a t-shirt, whilst the marbles can also beachieved through dying and washing

techniques.Ofcourse,prinngontofabric

willhaveanicerandsharpernishthan

hand dying; however, hand dying would

save on cost and therefore increase the

rate of growth within the company from

higherprotmarginsinially,whichcan

thenbereinvestedintomoreinteresng

and unique designs.

Slogan designs have proved popular on the high street for youth markets in Autumn/ Winter 2012 with this trend set



Slogan Designs

Pastel Designs

SlogandesignshaveprovedpopularonthehighstreetforyouthmarketsinAutumn/Winter2012withthistrendset

forconnuingintoSpring/Summer2013.Thistrendisbasic,withsloganssuchas‘Nerd’and‘Geek’becomingthemost

desired.However,asanindependentbrand,Riseaimstobringsomethingnewanddierentandalterthecommonhigh

streettrendsintoanoriginalandmoreversalelook.

Therefore,thedesignhasincorporatedandcapturedthebrand’snameandconnotaonsbyusingtheslogans‘Riseand

Shine’,whichpromotesasenseofposivityaswellasincorporatestheconnotaonsofaglorioussummer’smorning,and

‘RiseAbove’whichpromotesasenseofstrivingtobethebest,beingmovatedanddetermined,aswellasasenseof

ambionandpowerwhichtheyouthmarketstrivesforintermsofself-worth.

‘Rise and Shine’ is captured with calligraphy style typography, which is visually nice when placed onto a t-shirt. ‘ Rise

Above’hascapturedthehighstreettrend,whichhasbeenadaptedfromKatherineHamne’siconicdesignsofthe

eighes.Bothoftheseslogant-shirtdesignscanbeaimedatabroadunisexmarket,anddesignsareadaptabletoawide

rangeofcoloursandpaerns.

Pastel colours have been seen throughout youth fashion trends through 2012 and 2013. The trend tends to use colours

such as pastel pinks, blues, greens, oranges, yellows and purples to capture rainbow styled looks, and has been popular

amongstt-shirts,accessories,nailvarnish,cosmecsandhaircolours.Despitebeingadominantfemaletrend,young

mendotendtowearthistrendaswell,asWGSNpublishedstreetshotsofmenulisingthetrend,aswellasmanyhigh

streetretailersoeringpastelthemeddesignsthroughouttheirmensweardepartments.

RiseApparelaimstodeliveruniquedesigns,itemsthatareexclusivetothebrandandthereforecannotbebought

anywhereelse.Ideasexperimentedwithwerepaerns,gradientblursfromcolourtocolour,puzzlesandthe‘Rise’circle

on a plain t-shirt. Some consumers enjoy their t-shirts covered in a print, however, some consumers also prefer the more

subtle designs such as the Rise ‘Pastel’ circle. This trend would ideally be styled with dark colours to balance out the

vibrancy of the pastel colours.



Floral

Buddha

Floral is a long term mature trend which has been seen on the high street

foranumberofyearsnow.However,oralissuchawidespectrum,

therefore the trends within this trend are regularly changing.

Secondaryresearchnotedthatbrandstendedtomixtheoraltrendwith

morerecenttrends,suchasHypecreangaoralcamot-shirt,andRiver

Islandcombiningthegeometricaltrianglestoaoralprint.

As Rise is a new brand, designs which accommodate a long product

maturityisthemosttaccalmethodofmakingprot,ratherthanhaving

to place the items in seasonal sales and decreasing the mark up in order

tosellthem.Therefore,theRisedesignsarepreybasicinially,but

thesecanbedevelopedasthebrandexpandsandgrows.

Thedesignsexperimentwiththesublimaont-shirts,aswellasthe

standardRisecirclelogos.Ofcourse,thecirclelogoscanbeversalein

termsofcolour,suchasthepastelcolourtrend,mergingwithaoralRise

circle logo. WGSN

forecast 90s Florals

to be the key trend,

so this idea can be

developed with

moreoral

photography

being conducted

over the summer to

then accommodate

the trend.

BuddhaistheulmatesymbolofBuddhism,areligionstronglybasedin

Asian culture. The Buddha design incorporates the menswear ‘Naive’ trend,

whichhaslteredthroughfromthe‘Post-UrbanTraveller’MacroTrend.

Commonly,youngpeoplehavethedesireandambiontotraveltheworld,

with countries in Asia and Australasia becoming dominant favourite

desnaons.Itisanaspiraonalconceptofyoungpeople,withahigh

proporonsavingtheirmoneyfromtheircasualjobsinordertoaord

alongholidaytoavarietyofdesnaons,typicallyassociatedwith‘gap

years’betweeneducaonandwork.Withotherreligioussymbolshaving

beenhighlyintrendrecently,suchasChrisancrosses,pagancirclesandHindu bindis, it seems logical to combine the Naive Symbols trend with

Buddhism symbolism.

This image was taken from a personal friend who went travelling around

Thailand. The design can be adapted to the Rise circle logo, or as an A3

screenprint,orpotenallyasublimaonprint.



Fantasy PonyFantasyPonywasatrendoutlinedforSpring/Summer2013byWGSN

forEuropeIndieYouths.MyLilePony,rainbowsandunicornmofs

are stylish graphics amongst the female youth market, and in order toaccommodate this, plenty of designs have been created by using horse

silhoueesandllingthemwithpastelgraphicscreatedonPhotoshop.

Thefantasyponytrendhasbeencombinedwithorals,galacc,and

cloudprintsinordertocombinetrendsandheightenitspotenal

successasadesireddesign.Younggirlsoengothroughaphasewhere

they are fascinated by horses and ponies, by owning toys such as ‘My

LilePony’andtakinganinterestinhorseriding.Childhoodseemsto

be a stylish aspect of youth fashion at the moment, which makes the

fantasy pony applicable and worthy as a trend. Developing this trend

further could be to incorporate Barbie and cartoon characters, which

can also be adapted to the menswear market (90s cartoons are forecast

tobesignicanttrendformenswearindieyouth).



Kaleidoscopes

Kaleidoscopeswereforecasttobeatrendamongsttheunisexindieyouthmarket,sodesigningthemhasprovedtobeausefullearningprocess.Simplygenganimageandmanipulangiton

Photoshoptolooklikeakaleidoscopehasresultedinthemostvisuallypleasinganduniquedesigns,aswellasincorporangothertrendsintothekaleidoscopesuchasgalacc,fruit,oralsand

animalstocreatedesireforthemamongsttheyouthmarket.ThepaernshavealsocombinedtheWGSNtrendssuchasneo-tribalandfragmentedgeometric,whichwillhelpboostsalesamongstthe

market.

Despitethesebeingtheulmatefavoureddesigns,itwillbediculttoprovidetheseproductsduetothecostsofprinngthem,however,itwouldbeidealtolaunchsimilardesignsinthefutureas

thebrandgrowsandexpandsandbecomesdesiredtothetargetmarket.Inordertoaccommodatethishighcost,theRisecircleshavebeenproducedwithallthesepaernsandcanbeprintedonthe

dominantcolourofthepaern,suchasthegalaccpaernbeingplacedontoapurplet-shirtatamuchlowercost.



Photographic

Photographict-shirtswerepopularstylesoeredinthehigh

street within the trend analysis for 2013. The photographic

designscanbeprintedlarge(lessexpensive),orcoveringthe

whole t-shirt. The trends within photography on t-shirts seem to

bebasedaroundtheideaofaspiraonalorpresgelocaons,

such as LA and Amsterdam, however, Rise as a brand wants to

promoteinteresngandculturalphotographicdesignsinorderto

capturethedesirable‘traveller’backpackeraesthec.

A personal friend and aspiring photographer Josh Magin has taken

somebeaufulpicturesdocumennghistravellingexperience,

and has given permission to use his imagery. The imagery chose

rangesfromurbanlandscapestoparadisesengs,whichhasthe

potenaltoappealtoconsumerswithastronginterestof

travelling,orwhoareinuencedbyglobalcultureddesigns.

Photoshop Brushes

Asaninialaemptatlearningtheconceptofdesign,itseemed

likeaquicksimpliscmethodtodownloadPhotoshopbrushsets

which could be used to construct a visually appealing image tobeplacedontoat-shirt.Withinspiraonfromtrends,andthe

aspiraontoeventuallybranchintosublimaondyedt-shirts,

designswerecreatedsuchasclouds,owers,galacc,speckled,a

night’s sky and lightning.

These t-shirts were all created from downloaded Photoshop

brushes,andturnedoutquitecreaveandvisuallyvibrant.These

designs can be considered for future use, once the business has

grownandisabletoordersublimaontees,orontheotherhand,

fabric can be printed onto a belt printer and then sewn into

t-shirts by a seamstress.



MiscellaneousMiscellaneous designs were created just out of spontaneous ideas.

Pinstripeseemedtoemergeastrendswithleggingsandjeans,socreangat-shirtlikeitseemedlogical,which

thenledontothethoughtprocessofcreangazigzagprint,whichisrelevanttothefragmentedgeostrend.

Thisthoughtprocessledontocreanga‘tribal’colourfulzigzagprintusingcoloursreminiscentofAfrican

design.

Whilstthinkingofwaystoexpressthebrandinwringvisually,scrabblealsoseemedlikearelevantdesign,

especially as this trend was popular in 2011, and throughout accessory ranges such as rings and necklaces.

Dandelions, reminiscent of summer days and youth, is another design created to represent the brand.

PaernsandprintswereexperimentedwithonPhotoshoptocreatevibrantdesigns,andnally,theplain

‘Rise’t-shirtsweredesignedforthemoresimpliscandsubtlemarket,inordertobroadenthespectrumas

much as possible without ruining the strong branding.

B d M h



Bug ad MrchagSupplier CriteriaAsfundstostartthebusinessarelimited,ndingasupplierthatoersnominimum

quanesisessenal.Ideally,itwouldbegreattouseasupplierthatprintedonAmerican

Apparelinordertogainanicequalityandt,aswellasthereassurancethatthebrandwillbe

completelyethicalwithintheenretyofthesupplychain.

Requirements for a Supplier;• N oorlow m inim um orders

• Lowprices

• SuppliesAmericanAppareldesigns

• Oersavarietyofdierentprinngmethods

• Oe rs a ‘nis hing ’se rv ice

Aeremailingalargequantyofcompanies,itbecameclearthatdyesublimaondesigns

werediculttogainatalowerpricewithnominimumorders.Manycompaniesoeredthis

servicewithaminimumorderof144perdesign,unlesssourcedfromcustomisedgis

companies,whichoeredapriceusuallyaroundorover£30(thiswouldmaket-shirts

expensiveanddiculttosell,andwouldruinthebrand’saordabilitypromisetothe

consumer).Notmanycompaniesoereda‘nominimumquanty’servicealltogether,as

screenprinngwaschargedwithsetupcostsandusuallyaminimumorderof25.Itbecame

dicultsourcingsuppliers.

IdealSuppliersFound;

• Kustom Clothing:KustomClothingoersnominimumquanes,atalowpriceand

supplyAmericanApparelproducts.Theyalsooerarangeofdierentprinngtechniques,

althoughthemaximumsizetheycanprintisA3.

• Chameleon Clothing: ChameleonClothingspecialisesincustome-dying,andoer

thisservicewithaminimumorderquantyofthirtypieces.However,withe-dyesinstock,

theyoeraprinngservicewithnominimumorderquanes.Theyalsooeraprinng

serviceforthecustomer’scustomdesignsatverylow,compeveprices.

• Sub Luv:SubLoveoperatesadyesublimaonalloverprinngcompany.Theyoeralowpricewithaminimumorderoftwentypieces.Oncethecompanygrows,allprotwillbe

investedintogengthesublimateddesignsprintedalloverat-shirt.

Lead TimesLeadmesareimportanttoconsiderinthefashionindustry,especiallyifproductsarebeing

deliveredinternaonally.JacksonandShawclaimthatEuropeanshippingwillbearrivewithin

1-2weeksbyroad.AsthebrandwilloperateandworkwithUKsuppliersinially,turnaround

meshouldnottakelongerthantwoweeks.

KustomClothingclaimthatfromtheorderbeingplaced,withproduconmeincluded,

deliveryis7-10days,withanexpressserviceavailableformoreurgentorders.Chameleon

Clothingoersasimilardeliveryme.SubLuvdoesnotspecify,butduetothedyeprocess,it

couldtakelongertobeshipped,however,shippingmewouldbefairlyquickastheyareaUK

based company.

B d M h



Bug ad MrchagChoosing the First Order Designs

Makingtherstorderwasdiculttodo,especiallyduetolackoffunding,thereforeonlysmallquanesandlimiteddesignswerechosen.Firstly,emailcorrespondenceneededtotakeplacebetweenbothmyselfandKustomClothingand

ChameleonClothing.Byestablishingthattheirservicescouldmeettheinialrequirementsofthebusinesswasessenal.

Fromthispoint,designsneededtobenalisedandchosen.Recognisingthatthebrandiniallyneedstoappealtoabroadmarkettogeneratequicksalestoenablegrowthledtothedecisionoftherstdesignorders,bychoosingbothvery

plain, subtle designs to more outgoing vibrant designs.

AmericanApparelt-shirtshavetheabilitytosellwell.Theyholdtheircolourandshapewithinthewash,feelveryso,havebeenmadeethicallyandaresupremequality.Withpersonalrecommendaonsfrompeerswhoshopwithindependentbrands,itwascleartoseethattheAmericanApparelbrandwasfavouredandalwayspreferred.Withsuchagoodreputaonasabrand,andbyhavingstrongfeaturesandfunconsofat-shirt,itwasaclearchoice.Addionally,

plainAmericanApparelt-shirtssellforatleast£20inUKstores,soahighmarkupprotcouldbemade.AmericanApparelalsooersmanydierentstyles,texturesandtswiththeirt-shirts.BylookingthroughtheKustomclothingcatalogue,

thefamoustri-blendwaschosenincranberry,andtheso50/50blendwaschoseninheatherblack,bothwithasimpliscwhite‘Rise’typographylogoonthelebreastofthet-shirt.

Fantasyponywasatrendthatalsowouldbeselectedfortherstorder.Duetohowcolourfulthegraphicswere,designwaslimitedtoonlyoneoftheponiesinordertogetamorecostecientdeal.ThebrandedRise‘pastel’ponywas

chosen, to be placed on a black t-shirt to stand out and appeal to a more dark dressing market.

ChameleonClothingasacompanyspecialiseincustome-dyewholesaleclothing,andbyiniangcontact,theysentabrochureofthedesignstheyhadcreatedandhadinstock,whichhadnominimumorder.Thecompanyoeredan‘Acid

Scrunch’edye,whichfeaturedblues,pinksandpurples,quitesimilartothegalacctrend,whichresultedinanordertoincorporatethee-dyetrend,withthewhite‘Rise’typographylogoplacedonthelebreast.Therestoftheirprinted

t-shirtsareprintedontoGildan4100PremiumSostyle,givingaso,qualityfeel.

Whendesigning,itwasarecognisedpotenalproblemthatitwouldbedicult,bothnanciallyandwithme,togetthealloverprintcreated,sothiswasaccommodatedwiththedesignplacedwithintheRisecirclelogoasanalternave.As

analdecision,theRisecirclegreenscribblepaernwaschosen,asthismeanttherewereonlythreecoloursthereforecungcost,aswellasitbeingavisuallyappealingdesign.

Six T-Shirts

1x Small, 2x Medium, 3x Large Ten T-Shirts1x Small, 4x Medium, 5x Large

Six T-Shirts1x Small, 2x Medium, 3x Large

Six T-Shirts1x Small, 2x Medium, 3x Large

Six T-Shirts

1x Small, 2x Medium, 3x Large

**Asthebrandwillbeaimeddominantlyatamalemarket,withthefemalemarketpurposelygoingforan‘oversized’look,sizeswere

ordereddominantlyinmediumandlargeasaroughprediconofsales.Oncethecompanygrows,orderquanesforSmallandExtra

Large will increase, depending on how the market responds.

Ordered from Kustom Clothing on the 8/4/2013

Ordered from Chameleon Clothing on the 8/4/2013

B d M h



Bug ad MrchagExtras and Mark Ups/ Prot

T- Shirt Style Quanty Basic Garment

Price

VAT (Per T-Shirt) Shipping (Per

T-Shirt)

Extra Requirements

(Per T-Shirt)

Total Retail Selling

Price

Mark Up (%)

American Apparel Tri-Blend

Cranberry T-Shirt

6 £10.00 £2.17 £1.20 £1.91 £15.28 £21 38%(£5.72)

American Apparel 50/50

Heather Black

6 £10.00 £2.17 £1.20 £1.91 £15.28 £21 38%(£5.72)

White Gildan Rise Circle

Logo T-Shirt

6 £6.31 £1.27 £0.25 £1.91 £9.74 £18 85%(£8.26)

Black Gildan Rise Pastel

Horse T-Shirt

6 £7.47 £1.50 £0.25 £1.91 £11.13 £18 62%(£6.87)

Rise Acid Scrunch Tie Dye 10 £10.02 £2.00 £0.25 £1.91 £14.18 £20 41%(£5.82)

TheWhiteRiseGreenCirclet-shirtwastheleastexpensivetoprint,with

thecoonfeelingsoagainsttheskinandtheprintboldandvibrant.In

order to compensate for the low mark up of the American Apparels, this

t-shirthasbeenpricedat£18whichisaordabletotheyouthmarketyet

highlyprotable,andwilllikelytobeusedinsalespromoonsand

compeons,whichisagoodmarkengtechniquetobecostecientand

build brand awareness due to the fact it is the largest rise logo and will

spread the name around.

Inaddion,theRisePastelHorse,isalsosettobepopularstyle,and

makesahighmarkupof62%.Again,thisstylecanbeusedwithinsales

promoonsandcompeonsinordertoboostsales,asthisstyleisaless

great loss than the American Apparel styles.

TheRiseTieDyemakesanaveragemarkupat41%,however,itislikely

thiswillbeapopularstyleduetofeedbackfrompeersandedyeitselfis

verystylishandissettobeamassivetrendforSpring/Summer2013.This

iswhythisstylewasorderedinthehighestquantycomparedtoother

designs, as it is predicted that this product will have the largest demand.

Themarkupofthecostpriceoftheproducts,excludingtheextrassuchas

sckersasswingckets,wouldbemuchhigher.However,itismorelogical

tomakeconsideraonsoftheextraresourcesandoutgoingsinvolvedfor

creangthebrand,togainamoreaccuratecalculaonofprot.

Future Intensions

Inordertoaccommodatethelackofexperienceandknowledgeofthe

behavioursofthemarket,onlysmallquaneshavebeenordered,which

will inevitably act as a trial to determine what designs are considered

popular amongst the target market.

Calculangthetotalcostofallthematerialsinvolvedinthesellingprocess

ofthegarmentwillallowthebrandtomakeasignicantamountofprot

without making a loss. Once the t-shirts were ordered, it became relevant

toorderextramaterialstoestablishthetotalcostofthewholebusiness

venture.

Extra Requirements

• MailingBags(£5.00forFiyPurpleOneswithSeals,inmixedsizes)

• Sckers(WithVATandShippingIncluded,£25)

• PersonalisedBrandTags(£26.80withVAT&Postage)

• SwingTickets(£8.00IncludingCard,PrinngandRibbon)

• VAT(AddedontoT-Shirts):£63.66

• ShippingforT-Shirts:£15.42

ExcludingthetotalVATandShippingforT-shirts,theextrarequirements

total£64.80.

Aerdoingtheworkingsout,itisevidentthatsomet-shirtswillgenerate

highermarkupsthanothers.InAmericanApparelstoresintheUK,thetri-blendsellsfor£19,whilstthe50/50sellsfor£16;however,asa

branded item consumers will be willing to pay more. The mark up is already

low,soloweringthepricewouldlowerprotmarginssignicantlytothe

point where it is not even worth doing. Buying higher orders will result in a

lower price and free shipping, therefore in the future, it will be possible to

lowerthepriceandsllmakeahighermarkupprot.

Future intensions for buying and merchandising involve branching out into

sublimaont-shirtswith‘SubLuv’inthenextseason,usingtheprotgeneratedfrom

therstinialsalesaswellasfurtherpersonalnancialinvestmentintostock.

Currentdesignswillalsobereplenished,howeverquaneswillvarydependingon

theirpopularity,forexample,theAmericanApparelt-shirtsmaybehighlypopularand

theedyenotsomuch,thereforewhenstockneedsreplenishing,therevenuewillbe

reinvestedintothebiggestsellingdesignsandinlargerquanesinordertoprepare

for the high demand.

Eventuallywhenthebrandhasgrownfurther,invesnginnewproductcategories

such as vests, leggings and sweatshirts using the Sub Luv supplier is an idea, as wellasexploringotheravenuessuchasbackpacks,sunglasses,hats,andbasicaccessories.

Witheachcategorylaunched,asmallorderquantywillbeaninialtacctotrialout

their popularity to prevent making a loss for unpopular products. From this

judgement,higherquaneswillbetaccallyorderedforthebestsellingitems,with

lesspopularitemsgenerangquicksalesfromdiscounts,onlinecompeonsorbeing

senttosemifamous/famousbloggersasataccalmethodtoendorsethebrandand

build awareness.

Ph h d S



Phraphy ad Sg



For the inial launch of the project, two dierent photography shoots took place; One in a woods (Abbots Wood , and one at an iconic English beach (Holywell, near Beachy Head, Eastbourne.)

Shoot 1: 23rd April 2013ShootonewasdoneusingthemodelLuciaTarrant,whohasabasicbackgroundinmodellingandasemifamousfashionblog,sohopefullythephotographycanbeusedforpromongthebrandaswellasherself.Sheisveryphotogenicand

hasthetypeoflookthebrandaimstopromotewithinthefemalemarket.Theshootwasdoneonlocaon,asthebrandaimstoappealtotheideaofyoungpeopleout,havingfun,ratherthanthe‘false’aspectofastudio;however,thiscould

bedoneinthefuturetomeetthemarkengcriteria,inaparcular‘theme’forexample.

Fortheshoot,shewasdirectedtodoparcularposes,rangingfromsmiling,naturalposesto‘silly’faces,tomoresultryphotographyusuallyassociatedwithfashion.Thephotoscameoutfantasc;thephotographycoveredeveryrstinial

design,andsuccessfulimageswerecapvatedforeachdesign.

Withhermake-up,sheworeslightlyheavierthanaverageeyemakeuptomakehereyesstandoutintheimagery,buthermakeupwastypicallyquiteeverydayandnaturalasthebrandaimstoappealtoquitenaturallookingwomen.Interms

ofstyling,themodelbroughtherownclothingandaccessories.Sheishighlyfashionable,whichwasparcularlyusefulseeingasthebrandisparallytrendled.Thecriterionthatwasgiventoherfortheshootincludedbasicitems,asany

‘loud’ accessories or clothing would have distracted the audience from the brand’s products.

Inconclusion,theshootwassuccessfulandsomefantascimagerywascaptured,however,lighngwithinthewoodswasdiculttoaccommodate.Conducngtheshootonalesssunnydaycouldhaveworkedmoreeciently;however,Lucia

Tarrantwillbeusedforfutureshootsineitherdierentlocaonsorwithinthestudiowiththenextlaunchofnewproducts.Shepromotedtheclothingwell,bylookinggoodwithintheclothingandhergeneralaesthecofpromongyouth

culture amongst women (which is highly dominated around looks, style and fashion).

Shoot 2: 28th April 2013ThisshootwasconductedonHolywellbeachwithsomepersonalfriends,SamuelCoe,VickiLamberton,TimRobinsonandNickMoore.Asapeergroup,theyareaspiraonal;alwaysdeterminedtohavefunandmakethemostoflife,well

educatedwithgoodmorals,whichisideallythevaluesthebrandpromotes.ItwasimportanttodothisshootwithmaleandfemalemodelstopromotethefactthatRiseisaunisexbrand.

Thebeachisabeaufullocaon,locatedontheSouthEastcoastinEastbourne,veryclosetotheinfamousBeachyHead.Thisshootwasallaboutcapturingthefunandposiveconnotaonsassociatedwiththebeach,fromayouthful

perspecve.Duringtheshoot,theywerealldirectedtodovariousacviesandposeinawaywhichreallypromotedasenseoffriendship,fun,energyandopmism.Thestylingwasverybasic,astheywereallaskedtodresssimpliscagain

not to distract the viewer away from the brand’s clothing.

Tosummarise,theshootwasasuccessandsomegoodphotographywascaptured.Theonlycricismtomakeisthattheparcipantsweremorediculttodirectandduetothecamerabaeryrunningout,itwasnotpossibletogetmore

locaonsincorporatedintotheshoot.However,aereding,therewillbesomefantascimageryreallycapvangthebrand’sheritageofbeingbasedinEastSussex.

D l B M k Up



Dal Brag Mck UpsMock Up One Mock Up Two

Mock Up Three

Creanganactualandrealonlinee-commercewebsiteisgoingtobecomeanaloutcomeofthisproject,soit

wasthereforerelevanttoexperimentwithdierentwebsitelayoutstogiveanoverallideaofwhatthe

websitecouldlooklikevisually,andhowdynamicandeecvethiscouldbe.

Intermsofbranding,thebasiclogowillbeused,ratherthanoneofthepaerned/printedones,asthislogois

thedominantadaptaonandwillnotalterwithmeandtrends.Incorporangthe‘Pastel’designwill

essenallybecapvangtheaenonofviewerswithitsbright,vibrantcolours,aswellasmeengtrend

expectaonsandjusfyingthebrand’sidentyvisually.Linkstosocialmediasitesarecricaltoengagethe

viewer.

Mockuponeisthepersonalfavourite,withinspiraontakenfromatradionalclothingbrandwebsite,whichtypicallyplacesthelogointhetoplehandcorner,withacentralimageandapagebaracrossthetopof

thepage.Thismockuppurposelyhasalotofwhitespacewhichworkswellatbalancingthesimpliscpastel

designasaheader.Theimageisthecentralfocalpoint,drawingintheviewer’saenon.Thismockupwillbe

usedasaguideforthenalwebsite.

Mock up two is a likable layout due to the central image, the vibrancy and it would be easy to navigate,

however,thepastelpaernistoooverpoweringinthis.Thelogoisnotthetradionalcircle,anddespitebeing

recognisable and dynamic, it does not work as well as the original circle logo.

Mockupthreelooksatalayoutwhichisnotwidelyusedandnottypicallytradionalofafashionbrand,and

doesstandoutvisually.However,thislayout,despitethecontent,looksquiteoutdatedandcouldbedicult

tonavigate.Thelogoandpasteldesigndrawsaenonawayfromtheactualconcept.

D l B M k Ups



Dal Brag Mck UpsSocialmediaisthemostcrucialaspectofthemarkengstrategy,andasaresult,theRise

brandedsocialmediapageswillbethemosteecvemarkengtoolandwillthereforeneed

tobeopmisedtotheirgreatestextent.

This is the Rise Facebook page, however this will need further development with the launch of

new products and designs.

Visually, it is bold and stands out, with the branded Rise pastel design as the cover photo and

theRisegreencirclelogotopromotethecircledesignbeinglaunchedintherstproductline.

Thesocialmediapageswillbeusedtocommunicatetobrandtoconsumers,byupdang

statuses,generanghypeovernewdesigns,creangawarenessofeventswherethebrand

willbesellingat,promoonalimagery,compeonsandengagingloyalconsumersthrough

tagged images.

Inordertokeepthebrandfreshandexcing,theimageryusedinthismockupforexample,

willbealteredtoincorporatethebrand’svaluesandconnotaons.

Togenerateandbuildawareness,thebrandwilleventuallyendorseFacebookadversingto

boost page likes and views, therefore the social media aspect will need to be updated and

changedfrequently,withthebrandposngstatusestointeractwiththeconsumer.

ThisisthemockupfortheocialRiseApparelTwierpage.It

isgenerallymorediculttoengageTwierusers,without

creangatalkingpoint.Therefore,theTwierpagewillneedto

bemoredramacandappealtotheconsumerthrough

languageasopposedtoalerngtheconsumerofanewproduct

available.

Generangabuzzcouldinvolveeithercompeons,or

humourousanecdotes,whichcreatesaposiveperceponin

the eyes of the consumer, which then helps the consumer

connect with the brand and enjoy reading ‘Tweets’. Encouragingproduct reviews through hash tagging will also help build the

brand’sreputaon.

TheRiseTwierpage,verysimilartotheFacebookpage,

incorporates the Pastel design and promotes the upcoming

Cranberry American Apparel Tri-Blend T-Shirt as well as the Rise

greencircledesign.TheTwierpageneedstobevisualin

ordertomakeitinteresngandexcingforconsumersto

browse through tweets and engage with clicking links.

TheTwierandFacebookpagesareautomacallylinked,so

updatesfromFacebookareinstantlypromotedthroughTwier.

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Vual Marg Cmmucas

Business Cards

Businesscardsarefantascfornetworking,and

improvingemployabilityamongstpotenal

employers. The business cards are double sided, one

side is visual whilst the other has basic contact

informaon,linkstosocialmediaandaQuick

Response code that can be scanned, which will

redirectstraighttotheocialRiseApparelwebsite.

The cards were designed with simplicity in mind,

withtheintenonofbeingvibrant,disncveand

dynamic. This has been achieved with the branded

Rise pastel design and bold logo, with a si mple

typography applied to make it legible.

Signage

Signagemaynotbeenrelyrelevantatthisstageof

business development, however, with future eventsandpotenalopportuniestoaendfashiontrade

shows,itcertainlyisarealiscpossibility.The

signagehasbeencreatedwiththeintenonof

causing impact amongst the target audience, whilst

retainingasenseofvisualappeal.Ithastobe

eecveintargenganddrawingpeopleinto

approachthestand,havealook,andpotenallybuy

as a result. The stands aren’t bland, but are not too

overpowering either. For ‘Cobbfest’, an event Rise is

aiming to sell at in August 2013, obtaining signage

willbeessenaltobeperceivedasacrediblebrand.

(Back) (Front)



Consumer Communicaons: Packaging

Itwasmenonedwithinthemarkengstrategythatthebrandintendedto

make packaging seem more like a present or treat as opposed to a basic plain

mailing bag. Therefore, bright metallic colours will be applied to make the

packagecolourfulandeyecatching,andpotenallyasmallbow,whicharevery

cheapatwholesaleprices.Ifitispossiblewiththecost,orderingshirtboxes

withthepastelpaernwouldbeidea.Oncetheconsumerhasgotpastthe

outsidepackaging,theirproductwillbewrappedincolourfulssuepaper

sealedwithaRisescker.Consumerstendtoappreciateaenontodetail,

whichwillboosttheirperceponsofRiseposively.Thesemock-ups

demonstrate roughly how this should look and how it will be achieved.

MailingbagsarerelavelycheapwhenorderedfromwebsitessuchasAmazon,

so achieving this will be simple to do and cost

ecient.‘CarrierBagShop’,anonlinewebsite

which specialises in supplying both custom

and plain bags and packaging are also a

potenalsupplierofpackaginggoods,dueto

theiraordablepricesandtheirwideproduct

range, all of which appear to be good quality.

Consumer Communicaons: Swing Tags

Swingtagsactasapleasantnishingtoagarmentandalsomakeabrand

gaincredibilityintheperceponoftheconsumer.Byhavingswingtagsona

garment which look appealing, appear good quality and are eye catching, the

consumerwillfeelthepleasureofreceivingthegarmenttoagreaterextent,as this gives an elevated feeling which is associated with new products and

luxuries.

Therearetwodierentswingtagdesigns;acircularonewiththedominant

‘Rise’ logo, and a rectangular pastel design with the typography Rise logo.

The preferred swing tag is the rectangular one, as personally, it seems to

havestrongerconnotaonsofluxuryandthereforeleadstomorefavorable

percepons.However,itwouldalsobegoodtousethedominantlogoto

enhance the branding

of the product, which

will give the company a

stronger and more

clariedidenty/

personality.

Consumer Communicaons: Promoonal

Materials

Promoonalmaterialsareafantascmethodofcreangfavourable

perceponswhilstheighteningbrandawarenessandcreanga‘buzz’.Ideas

for freebies which are appreciated by the youth market include keyrings,

canvasbags,lanyards,lightersandboleopeners.However,thesecustom

madeproductshavehighorderquanes

and can be costly, so this will be

implemented as more of a growth

strategy for the future. However, canvas

bags are low cost and can usually be

orderedinsmallerquanes,whichcan

be done through the ‘Kustom Clothing’

supplier, so this can be achieved fairly

quicklyaerlaunchingthebrand.

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Marg Mi ad Pruct AasProduct Thebrandhaspurchasedveinialproductsforselling.Ideally,thebrandislookingto

dominateproductswithAmericanApparelwholesale,however,threeoftheinial

productsareprintedonGildan4100coont-shirts.Currently,thebrandwillbeginwith

onlyonecategory,whichconsistsofavarietyofunisext-shirts.

TheseconsistoftwoplainAmericanAppareldesigns,printedonexquisitecoon,oneof

which is a tri blend cranberry and the other a dark marbled grey. Other designs consist

ofapurple,blueandpinkGildanedye,awhiteGildanRisegreencirclegraphic,anda

pastel horse graphic on a black Gildan t-shirt.

Theproductsareahighqualityandareofanicet.Brandtagshavebeensewnintothe

boomlehandcornertogivethebrandasenseofauthencity.Inthefuture,thebrand

aimstogrowenoughtosupplysublimateddesigns,andexpandtheproductcategoriesto

hats, bags, leggings, sweatshirts, sunglasses, socks and scarves.

Theproductsarealluniquelydesigned,makingthemcompletelyexclusivetothebrand,

andoeryouthfulandstylishdesignstothemarket.

Price Thebrandaimstobeaordabletoaractayoungmarket.Externalcircumstances,such

astherecessionandrisingstudenttuionfees,meanthismarkethaveasmallamountof

personaldisposableincome,however,fashiontothemissllamainspendingpriority.

Thebrandishighqualitybutoersalowprice,thereforefollowingapenetraonpricing

strategy;enteringthemarketatalowpricetogainmarketshareovercompetors.

Productsrangefrom£18to£21currently,however,sublimaonproductsorderedinwill

beslightlymoreexpensiveduetohigherprinngcosts,andothercategoriessuchashats

will bring a lower entry price.

Place The brand will mainly take place online, as a pureplay brand. The brand will ship to the UK

andwillpotenallyshipinternaonally,dependingondemand.

ThebrandwillaimtosellatlocaleventsbasedinSussex,suchasCobbfestand

Glastonwickfesvals,andeventuallyexpandnaonwidetocredibleandhighaended

fesvalsandgigs.

Soul Cellar in Southampton operates a clothing and music fair monthly, which will also be

an ideal selling event. This gives consumers the choice as to whether they would like to

see the tangible product before making a purchasing decision.

Promoon Promoonisheavilysurroundedaroundsocialmediaandwordofmouth.Thebrandwill

updatetheirsocialmediapages,andwillincludeinteracve‘LikeandShare’compeons,

and will encourage consumers to post images of t hemselves wearing the brand.

Adversingtogainawarenesscanbedonethroughsocialmedia,suchasFacebook,and

canbetargetedataparculardemographic/psychographic/geographicsegment.

Apotenalideaiscollaborangwithagamesprogrammer,DanielHayes,toupdatethe

Rise website with games and features to create an amusing website that becomes a

talking point amongst friends.

Product Categories Analysis

Fad Product

The fad product of the brand will most likely be

the Rise pastel pony t-shirt, which will be in high

demand for the summer due to trend analysis

basedaroundcompetoranalysisandthedesires

of the youth market. Therefore, sales will indicateaquickgrowth,withashortmaturitymebefore

declining, at which point new ‘fad’ products will

be launched.

Classic Product

The classic product will be the plain Rise tri blend

AmericanApparelt-shirt,andtheplainRise50/50

American Apparel t-shirt. These products consist

ofneutral,darkcolours,withasimple‘Rise’le

breastlogo,andhaveaclassicslimt.Thisproduct

willmaintainalongmaturity,andcanbeextended

with further colours.

Fashion Product

ThefashionproductwillconsistoftheRisee

dyedesign,duetotrendanalysisindicangthat

thisstyleisinlargedemandforSpring/Summer

2013, however, this trend will also be altered and

adapted to meet trends. Tie dye trends will alter

duetopaernsandcolours;therefore,theproduct

willhavesteadygrowthduetodesignadaptaons,

andthenwilleventuallydeclineaerasignicant

maturity phase.

Style Product

The style product will consist of the Rise green

circle design. This is quite a generic and open

design. This product will be likely to have a steady

growth, a short maturity, before a quick decline.

Once the design begins to decline, Rise will launch

thesamedesignwithadierentcirclemofor

print, which will then create growth for the

product,whichwillhappenconsecuvelyfora

signicantperiodofme.

Time

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Theresearchwaswellulisedforthedevelopmentprocess,andwasappliedandconsideredthrougheachprocessinvolvedwithcreangthebrand.

Developmentwasverypraccalandcreave,aswellastheoryandthoughtbased.Inially,developmentneededtoincorporatebrandinginorderto

progresstodesigning,buying,merchandising,styling,andphotography,thereforeitwascrucialtocompletethebrandingandusethisasastarng

point for the rest of the project.

Oncethebrandinghadbeendeveloped,lookingatthepotenaloftheprojectrealiscallyinmoredepthandcontribungcreavethoughtsandideas

formarkengalsoneededtobeachievedtoestablishthebrand’sidenty,andwhatexactlythepurposeofthebusinesswouldbeintermsofgoals,

objecves,strategyandachievements.Thisiswhenabusinessandmarkengplanwasdeveloped,whichincorporatedtheideasandconceptsofthe

brand,aswellashowrealiscallythebusinesscanbemarketedandmonitoredintermsofobjecves.Theinformaonfromresearchregarding

competors,theexternalmarket,andACORNconsumerprolingidenedhowconsumersrespondedtomarkengandwhatmethodsweremost

successful,withthekeyresourcebeingsocialmedia.Therefore,socialmediawasincorporatedandadaptedtothemarkengstrategyand

programme,whichisbenecialmainlyduetocosteciency.

Developingdigitaldesignconceptsprovedtobechallenging,duetolackofexperienceusingsowaresuchasPhotoshop.However,thedesignswere

adaptedfromtrendanalysisandprovedthemselvesasuniqueandoriginal,andasaresultwillbetakenforwardandusedforthebrand’sproductmix,

dependingonfundsforthebusiness.Fromthedesigns,ndingasupplierwhichmetbusinessrequirementswouldenablethebrandtobedeveloped

evenfurther,fromanideatoarealiscbusinessventure.

Once the products had arrived, the idea of this business became very real and met the requirements that were originally set out to be achieved; from

thispoint,developmentofawebsite,consumercommunicaonsandstylingwasexecutedinordertoprepareforthelaunchofthebusiness.Thiswill

inevitablyimproveemployabilityprospectsaeruniversityasitdisplaysanecientandpraccalworkingatude.

Toconclude,thedevelopmentofthebrandwasalonganddicultprocess.Despitethis,thebrandingandproductsarecompletelyrelevanttothe

visionthatwasiniallyoutlinedatthebeginningofthisproject.Asenseofclarity,enthusiasmanddireconhasbeenachievedwiththedevelopment

asthebusinessappearstobearealiscandprotableconcept.Thenaloutcomeswillhopefullyreectthisandshowhowfartheprojecthascome,

frombeingabriefideatoafullydevelopedvision.Launchingthebrandwillbethenextstep,asdevelopmentwillconnuewiththegrowthand

success,whichwillconstantlybeupdatedandadaptedtothemarketintermsofdesignandmarkeng.

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final major project: development

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