Post on 09-Mar-2016
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1. Name of the brand
• Name: Dirty, Sexy, Harry • Inspired by film Dirty Harry (1971)
Concept and philosophy of the brand...
DSH is a Barcelona‐based fashion and lifestyle womenswear label characterized for its cuHng edge, alternaJve, rock‐chic, minimalist, sensual and modern designs. It is a blend of streetwear and luxe with
vintage‐loving sensibiliJes, where vagabonds meet street‐smart modernists
aqnd sexy competes with androgyny.
Inspired by contemporary art and music we craN accurately our garments that represent today’s culture by introducing new cuts, washes, techniques and fabrics. We go beyond fashion convenJonalisms established in everyday’s society and suggest appealing alternaJves.
Our brand embodies the modern female ideal compared to a black sheep in the crowd who is inspiring, surprisingly and mysterious. We want to transmit that a ‘tee shirt and jeans’ can be just as stylish as an evening gown.
Value pyramid…
High quality Fashionable
CompeJJvely priced Different Sensual
InnovaJve
AYributes
Image orientated
High status
Customer get the feeling of being fashion‐forward
Feeling of stand out and be special
Benefits
Trendy Confident Proud
Related to a group
Beliefs and values
Main compeJtors…
Alexander Wang American Apparel
All Saints Cheap Monday
Erin Wasson x RVCA Maje Paris
Isabel Marant
Price
Low
Quality Low
Alexander Wang
Isabel Marant
All Saints
DSH
Erin Wasson x RVCA
American Apparel
Cheap Monday
Maje Paris
PosiJoning…
we define ourselves as a middle‐high status brand.
Our range price goes from 50 euros (min) to 400 euros
(max) We produce our garments with very good quality fabrics and
resources.
SWOT analysis DSH
weaknesses treats
strenghts
oportuni-es
Unknown brand that gives us an opportunity to drive the customer to get interested in the brand
Strong promo-on and brand image so we can cover a new market and thanks to that we are growing fast.
There are bigger companies that have similar style but the quality of our products is be>er.
Small company but growing thanks to the loyalty of our customers because we are offering them a personal customer service.
Women: 20‐30
Status: Middle‐high income
EducaJon: high school and college (art school, music or design)
Interests: music, fashion, art, Photography, literature, travelling.
Style icons: Erin Wasson, Alexa Chung, Julia Restoin‐Roieield,
Geographical: live in big ciJes Marital status: single or in a
relaJonship.
Our target…
Shopping preferences: independent
bouJques, vintage and some high‐street
brands. Shopping drivers: price,
trends, design. Type of service expected:
expect to have a good service in case they
need it. Fashion dependance:
early adopters.
IMAGE: strong, avant‐garde
IDENTITY: its disJncJve name avoids confusion with other brands
COMMUNICATION: strong, powerful ,sexy, secure, independent, sensual, dominant and
androgynous woman. hYp://www.youtube.com/watch?v=yv‐UMJX4j2U
GUARANTEE: good quality, products 100% pure materials
TITLE: original idea from Dirty Harry
Image of the brand…
If our brand was a person..our style icon would be….ERIN WASSON
AdverJsing campaign
LocaJon of the store…
Market segmentaJon: • strategic markets Barcelona, Madrid.
• secondary markets Marbella, Mallorca.
LocaJon in Barcelona…
El Born
AlternaJve/designer area
Type of street…
El Born: c/ Ribera, 9 9
Outlying area of the city c
/Ribera
c/ an7c de Sant Joan
DSH store
• Our store in Barcelona has the shape of a square. • Measurements: 10x10metres
• Total: 100 m2
Measurements of the store…
10
m
x 10m
Ambience of the store…
• Music: alterna*ve, rock, electronic, indie style to provide a young, sexy and powerful feeling experience.
• Smell: aroma*c air‐fresheners provided all over the store.
• LighJng: coherent distribu*on of lights. Mannequins, rags and fiAng rooms illuminated without over‐exposure.
• Staff: trained, polite, kind , young and available women sales assistants. Max: 2 assistants.
Uniform: ouCit from DSH’s collec*on
Basics
Windowdisplay
Windo
wdisplay Bestseller
Hanging rack
Hanging ra
ck
Counterr
Seats
Mirror FiJng rooms Bestseller
Bestseller
• Minimal and rusJc style of furniture.
• Sofas, tables, chairs.
Furniture of the store…
• The store has 3 window displays with 4 mannequins in the big window and 2 each in the 2 small ones.
• Mannequins: aYrezzo ‘rock’ black shiny mannequins with head. No make‐up and no hair.
Windows display of the store…
• DecoraJon: ‐ backwall with ad campaign ‐ see‐through windows ‐very simple and sophis*cated style.
Minimum touches of decora*on: minimal.
‐ Offering complete key looks for different moments of use simple and stylish through very neutral mannequins to the customer who is observing the windows to feel aJracted to get in.
‐ We do not want to be comercial and high‐street oriented, therefore our windows are discret, trendy, certain group of women.
‐ all the window’s stories go always together with our brand philosophy.
Keep it simple. Not over exposed. Organized by product category and moments of use. Posters behind the counter. Posters at the entrace, 1 at both sides. Free catalouge offer gift card. If you spend more than €100 you get an organic shopping bag.
Merchadising strategy..
Product..
Clothes for womenswear
Jeans, shirts, jackets, shoes, belts, bags.
Style: rock, edgy, natural, different.
Product
Irja Juliane Andresen Laia Bonastre Kimberley Denise Zuurbier
Thank you..