karolina sikorska dt15int

KAROLINA TAMARA SIKORSKA

PORTFOLIO


SUSTAINABLE FASHION DESIGNDT15INT

TOOLS & SKILLS 5 MOOD BOARD

DT. 1st TERM PROJECT CONCEPT DEVELOPMENT

DT. 1st TERM PROJECT BUSINESS

DT. 1st TERM PROJECT PROTOTYPE DEVELOPMENT

DT. 1st TERM PROJECT RESEARCH

PORTFOLIO EXAM

CONTENT

TOOLS & SKILLS 1 TREND AND CULTURE

TOOLS & SKILLS 3THE COMPANY

TOOLS & SKILLS 4TARGET GROUPS

3 15

5* 17

9 19

11* 21*

pagepage modulemodule

*Topics chosen for the portfolio exam

TOOLS & SKILLS 1

TREND AND CULTURETorvhallerne & Israel’s Square

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SEE THE VIDEO

TREND FORECASTING

Screenshot from the project video.

Shooting took place at the location of Torvhallerne & Israel’s Square.

TOOLS & SKILLS 1 TREND AND CULTURE

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https://www.youtube.com/watch?v=89UxITlssgI

TOOLS & SKILLS 3

THE COMPANY

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TOOLS & SKILLS 3 THE COMPANY

Price

Target group

Promotion

Fashion

Quality

Production

Distribution

Positioning

SpidergramBoston Matrix Model

SWOT analysisSTRENGTHS WEAKNESSES

THREATS

• Low cost and fast distribution• Strategic locations - city centres• Elegant and minimalistic stores design• Constant changes of collection• Quality related to the price• Monitor trends – daily sales analysis, costumer’s feedback• Leading on the market

• Low inventory stocks• Limited number of stores in the urban area (mostly centrally placed)• Poor to non-existing marketing campaign (only 0,3% advertising)• Use of toxic materials for manufacturing

• Market share expansion • Improving the website and making it more interactive and user friendly• Provide customers membership with different discounts• Become more sustainable • International expansion, especially in emerging markets

• Tough competition with other mass production brands • Manufacturing in Spain becoming expensive• Lawsuits based on toxic materials use (Greenpeace lawsuits and campaigns)• Possible imitation of goods

Question marks

Dogs Cash cows

Stars

HIGH

LOW

Relative market share

Mar

ket g

row

th ra

te

OPPORTUNITIES

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MARKET SITUATIONANALYSIS

Models on this page present ZARA’s situation on a market. Currently the brand is a Cash Cow and it’s one of the leaders on the clothing market. Zara’s marketing strategy is no marketing.


BRAND PERSONALITYARCHETYPES

CREATORWith the leading time between designers and retailers it dictates and extreme pace, new models arrive twice a week, and Zara designers are trained to make quick decisions. They predict customers’ needs and taste inspired by the highest fashion catwalks.

RULERZara’s business jumped right in the “Red Ocean”, a very competitive market as the clothing industry where the only option to stay afloat is to show either something different or a better deal than others. It is aggressive, shows confidence, adapts easily to the market and responds fast to costumers needs. Is one of the leading company at its category.

OPTIMISEDPARAMETER MIX

PROMOTION - club membership cards: two types (exclusive & customer loyalty)- The Exclusive membership card: The goal is to make customers feel special- The regular membership card: The goal is to make loyal customers

PRODUCT - creating full collection for pregnant woman as a part of women’s department - patronising new designers- showing the people who make the clothes-put a face on the company- online retail developing- improving the website

PRICE- keeping penetration strategy- product line pricing- similar products (different quality) in different prices- membership cards discount

PLACE - expanding the market in smaller cities - expansion to nordic European countries- free shipping from online website to home-make it more available

LOVERZara attracts customers by selling fashionable, affordable and good quality clothes. People tend to say ‘I love Zara!’. They do because it gives them a feeling of affording to get high fashion for a price related to the quality. The brand image since the beggining stays very strong, clear and that’s the reason why the brand has many loyal customers. To make them feel even more special and stay that way Zara needs some improvement.

If Zara would be a person:stylish, confident, mature, beautiful, agressive, up to date, unpretentious, individual

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PROTOTYPE OF THE MEMBERSHIP CARD

As a Zara Member thecustomer have twooptions to chose: ZaraClub (discounts) or ZaraExclusive (discounts &VIP events) .The goal isto have closer relationshipand get regular customerthat feels special.

OPTIMISATION IDEA

The proposal for an optimisation take anaction by focusing on Lover Archetypeas well as Promotion from optimisedParameter Mix staying true to Zara’s ‘nomarketing strategy’.

The brand identity is very strongwith simple logo that remindscustomer high fashion brand. ‘Noadvertisement’strategy is Zara’s strongside.

The part of the Zara’s business thatneeds some improvement is respondingto customers needs. One of the partsof proposal for optimisation is amembership card visualised here.


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TOOLS & SKILLS 4

TARGET GROUPS

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TOOLS & SKILLS 4 TARGET GROUPS

SIZE, POSSIBILITY, COST, COMPETIITIONCONCLUSION OF SMUK MODEL

Using the SMUK model on the two segment 35-44 and 60-69 we came to the conclusion that the 35-44 is more appealing to tesla’s brand, we have a generation which is more focused on carrier and luxury brands and quality.

Additionally, when we look at statistics it also shows that the segment 35-44 has a higher income than segment 60-69 which also is a factor because Tesla’s cars has a high cost price.

In advertisement Tesla can use the social media to communicate with 35-44 segment which is easier and less expensive compared to making TV commercials.

There is a higher competition in this segment because many car brands aiming for 35-44 ; cheaper electric car brands or other luxury brand as BMW, Mercedes, Audi etc.

ROLE MODELSPERSONASPersonas below are based on primary research done during company’s case - survey &interwievs. They represent the two strongest target groups 60+ for Tesla company.

JONAS, 65Consultant

CONSCIOUS CAREGIVER

He loves gardening and swimming. Hehas a summerhouse which he uses with hisgrandchildren every second weekend. Veryconscious about the environment.

PETER, 61Business man

SELFCENTERED INDEPENDENT

He is very aesthetic likes to travel and lovesspeed. In the weekend he likes to go out withhis friends. He often eats gourmet food andhe enjoys life.

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RESERACH & TARGETGROUPS

The hipothesis for moduleon the base of Tesla casewas :

‘60+ target group isTesla’s target group’

Research was based onprimary and secondarydata.

TOOLS & SKILLS 5

MOOD BOARDMinimalism theme

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TOOLS & SKILLS 5 MOODBOARD

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VISUAL THESAURUS

Steps in the Visual Thesaurus shows research for the inspiration to make creative version of minimalistic moodboard.

STEP 0MINIMALISM

STEP 1MINIMAL ART

STEP 2ARTISTIC MOVEMENT

STEP 3ART DECO

Creating my mood board I got inspired by Art Deco. After making three steps in Visual Thesaurus I decided to combine Art Deco with Minimalism. I did it by creating a modern version of Art Deco, focusing on geometrical and decorative patterns very characteristic for this art movement. I used toned colours as a touch of minimalism, thanks to this move, eye catches more details about shapes, lines and construction presented on pictures of choice.

To describe mood board I presented two words as a title - Art Construction. ‘Art’ is straight inspiration from phrase ‘Art Deco’. ‘Construction’ comes from Old French and Latin-construere “pile up together, accumulate; build, make, erect”. The choice of ‘construction’ is not random-Art Deco as an art movement started in France before World War I.

Making this mood board I chose pictures that present a beauty of patterning and shaping. Photos show architecture and interior design, very focused on details. As a final touch I made collages that mix fashion with pieces of Art Deco patterns to visualize how mood could works with fashion design.

TOOLS & SKILLS 5 MOODBOARD

HOW IT’S MADE?PROCESS

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LAYERS IN PHOTOSHOP

Layers in the order starting from the background (bottom left)

Focus on fading colours and making them more neutral to show shapes and patterns.

DT. 1st TERM PROJECT

RESEARCHon sustainability

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The term “cradle to cradle” was first used in the 1970s by Walter R. Stahel. From the very beginning, he aimed to emphasise the impor-tance of the holistic approach and the economic, ecologic and social advantages of the loop economy. In the concept, materials defined as nutrients with the unique characterisation could be continually reused in biological and technical cycles.

William McDonough:

“Of course, you're not going to find the beginning, middle and end; that's the point. The irony extends to the issues of design itself because we are designing for endlessness, and that's really interesting.”

Cradle to cradle is not a new idea, it is a new concept which aims to a sustainable future in the economy, industry and society by integrating nature’s already existent patterns and solutions.

The Cradle to Cradle principle is getting more integrated into the design process and the production, and investments that do not only pay off on the long run but are highly beneficial for everyone. More and more companies realise that and join the list of sustainable companies of which Cradle to Cradle is one of the strictest contributors.

The more Cradle to Cradle gets integrated with recent technology such as social media etc, the more companies we are going to have adapt-ing to the module and it that way it is going to create a bigger influence and more awareness for the every day consumer to choose differently while making daily purchases.

DT. 1st TERM PROJECT RESEARCH

HOW IT’S MADE?CONCLUSION LIFE CYCLES &

5 CRITERIA

The picture shows two life cycles (biological and technical) of fashion industry. In Cradle to Cradle concept everything that we produce, use should stay in them.

Products are rated in 5 different criteria (product can get rate in each category by bronze, silver, gold and platinium).

1. MATERIAL HEALTH knowing the chemical ingredients of every material in a product and optimizing towards safer materials for humans and the environment.

2. MATERIAL REUTILIZATION designing products made with ingredients that can be reused by nature or industry.

3. RENEWABLE ENERGY & CARBON MANAGEMENT envisioning a future in which all manufacturing is powered by 100% clean renewable energy.

5. SOCIAL FAIRNESS – manufacturers must be socially engaged by designing operations to honor all people and natural systems affected by the creation, use, disposal or reuse of a product.

4. WATER STEWARDSHIPmanage clean water as a precious resource by conserving it and using efficiently during the production.

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CONCEPT DEVELOPMENT

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DT. 1st TERM PROJECT CONCEPT DEVELOPMENT

IDEA IN BRIEF

TARGET GROUP

SCREENING AND IDEA

THE CONCEPT’SPRODUCT DIMENSIONS

VALIDATION OF THE IDEA

LAUNCH

Pop-up store with promotional video, app and membership card. Fashion Capital Experience - Copenhagen, Milan, London, Paris

16-35 female & male

We asked different people from different cultures, background and ages. A large number of them was not properly informed about the H&M conscious collection and didn’t feel like H&M was transparent enough. SEE THE VOX POP

It is a Pop-up store where you can buy the conscious collection, return your used clothes and get a conscious membership card. In the store fashion design students are making new garments from collected clothes.

We found out by using the 6 thinking hats that we need a more innovative idea. Maybe an idea on how we can develop this concept to make it is a blue ocean strategy; also, the idea is realistic, but is it going to be something that will give a profit for H&M. We found out that a good idea is to make a membership card and app connected to H&M’s conscious label and the pop-up store to market the product.

We would launch our pop-up store by our promotional video, app and membership card. We use social media such as Instagram, Facebook and Twitter to promote our concept and to reach our target group.

OVERVIEWBRIEF

HOW IS IT GOING TO LOOK LIKE?PROTOTYPES

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MEMBERSHIP CARD

Laser engraved membership card on led light display. Customer has two options to choose.

POP-UP STORE

Model of pop-up store with glass garment collector walls. Spacious and open.

PROMOTIONAL VIDEO

Video based on the concept of 4 elements.

SEE THE VIDEO

https://www.youtube.com/watch?v=1R_98SDztvk

https://www.youtube.com/watch?v=J3WF1UPO-aA&feature=youtu.be


BUSINESS

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DT. 1st TERM PROJECT BUSINESSOPMENT

HOW MUCH DOES IT COST?H&M CASE BUDGET

In the marketing budget for H&M case are included the most important steps of marketing actions for a Fashion Capital Experience.

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PRICE CALCULATION

Calculation below is a calculation for one of the products that H&M could sell exclusively in their stores (fx. store on Strøget in Copenhagen).


PROTOTYPE DEVELOPMENT

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PORTFOLIO


SUSTAINABLE FASHION DESIGNDT15INT

karolina sikorska dt15int

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