MARKETING
STRATEGY
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DESIGN CONCEPT
FOR PRODUCTS
The spring-summer 2020 collection features tops, culottes, A-line skirts, a couple of dresses and a jumpsuit; smart casual daywear that can be used during and off work. The loose fit and use of soft material such as cupro and linen satin even allow it for lounging.
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The silhouette is inspired by hospital gowns that are worn by people who feel pain and vulnerability, undergoing treatment in hopes to get better.
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Hence the fit is relaxed to focus more on getting the wearer to feel less conscious about their look and more comfortable with their own selves.
Details such as overlapped sleeves are also inspired by hospital wear. Side slits, asymmetric necklines and colour contrast are taken from groups in Gui Zhou that still use natural indigo dye, drawing a connection back to earth. These mismatching elements form a look that reflects on how different sized women can come together with no need to compare who looks “better”-- as labels to them are not applicable.
Drawstring Jacket
Price:
SGD 210
V-neck Top
Price:
SGD 88
Wrap Dress
Price:
SGD 210
Box Pleat Pants
Price:
SGD 155
Jacket
Price:
SGD 205
Boatneck Top
Sample Price:
SGD 95
Jumpsuit
Price:
SGD 175
Box Pleat Pants
Sample Price
SGD 120
DISTRIBUTION
CHANNEL
Since we are targeting working women, the best way to reach them is by digital marketing and online selling.
Since we are a start up brand, selling products online will be the cheaper than opening stores, because we do not have enough capital. However, To promote our brand and increase awareness amongst our consumers, it is extremely important for us to have a strong marketing and promotional strategy for our company. As a startup company reaching out to a wider range of customers through only online selling will be extremely difficult.
To make our brand more aware to our target audience, and to also test our products in the market, we would like to collaborate with different Singaporean Local brands who have similar beliefs as our brand. and launch pop up events twice a year.
POP-UP
SHOP
For our first collaboration, we would collaborate with W.ANT, a skin care brand. Later on, we propose to collaborate with The Mindful Company. So, every year we plan to have at least two collaborations.
Reasons for pop up -
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For brand association purposes
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For consumers to be able to feel our clothing in real life
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For exposure
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Proposed location: Select stores in CBD, or other select stores that have got the kind of products that are similar to ours
In the future, once we have a good brand name in the industry, we can consider reaching out to fashion departmental stores in singapore to keep are garments in their store to expand our brand and reach out to more customers as possible.
OTHER PROMOTIONAL
STRATEGIES
For our PROMOTIONAL strategies, we would mainly be promoting our brand through Facebook and Instagram. Facebook will be used to make our events more aware.
Pictures, quotes, videos and gifs will be updated regularly on Instagram, Instagram stories Highlights and IGTV. We will also be going live on Instagram during our pop up events.
To connect to our audience more and make them believe in our brand message, we would also meet / invite guest speakers who would include successful working women in the Singapore fashion Industry, who would be sharing their views on the importance of empowering women, prioritising personal health and balancing it with fashion and beauty.
For our pop up event, we are also creating a bag to give out to the customers at the end of the pop-up event. The bag will include our brand lookbook, our business card and a pamphlet describing our brand story and free exclusive products created between the 2 brands collaborating at the event.
