GOKUDŌ X DANNY EVANS
RUTHLESS MISCHIEVOUS SAVAGE
work created by Aleksandra Tysiac/N0764245/Words:4100
C O N T E N T
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Who are we? Our priorities The tea, the essence The name of the brand Our attribute Identity of Gokudo Our story Ethical garments Local and Available Sustainability is the key Extraordinary brand A bit of relax Unique Selling Point Competitor Analysis Brand Positioning Chart Macro Trends Micro Trends Our main consumer A Man who also might be interested Range development/Pricing architecture Our selling ways - multi channels What’s next? Next 12 months - communication plan Press Release sample 12 months Critical Path TBC January 2020 February, March, April 2020 May, June 2020 July, August 2020 September, October, November, December 2020
dark side of
Highly biodegradable, sustainable and vegan pieces to be worn not only on special occasions.
BRAND STORY
It is vibrant, fresh and ruthless.
Created by Daniel Evans, a young professional who decided to move into the darkest dream land of Tokyo. He takes his creativity from manga, all seeing eye, tattoos and the unknown but interesting culture of Yakuza. This premium menswear is suitable for fresh, new-school men who celebrates comfort and extravaganza. A mixture of track and the suit - tailored athleisure. Gokudo appreciates the power of craft and just like Irezumi, it leaves its mark forever.
Playful, ethical, unique, sleek and enigmatic are just some of the attributes of Gokudo.
athleisure
MISSION
To allow men going further than just trends. We don’t believe in trends but lifestyles. We want to create easy lifestyle with less but better clothes. We believe less is better and we are aware of the clothing waste that is happening around us, this is why it is crucial for us to provide a capsule of garments that can be worn effortlessly by giving away the greatest quality that will last for decades.
VISION
It is difficult for us to focus on just one vision. Our ideas change just like seasons, what we are sure of is that we want to dress up men in elegant but loosy clothes. We want them to feel chic but effortless. Each men wants to be a superhero - we are here to provide the feeling for them by giving them unique garments inspired by the Japanese savage mafia members.
We see our clothes as the investment for the future. We only use second hand but best quality fabrics and each piece is being created in the local sewing with local needlewomen who has been doing their jobs with a passion for their whole life. We are aware that being sustainable is a must nowadays and we would never promote anything that isn’t fair trade or eco friendly. Sustainability is the key. We believe in communities, being devoted and faithful is extremely important to us. This is why we support local craft.
straight priorities
VALUES
All seeing eye - since each piece created by us is extremely individual, we want to praise this fact by adding little extra into each piece we sell. „Charisma, uniqueness, nerve and talent” (RuPaul, 2017) We are extreme brand filled with bloody, savage themes however we are good people who enjoys a little play - this is why we want to play with garnishes that are hidden on each garment - will you be able to find it? I guess it would be fun to follow the rabbit.
Our designer has been inspired by the eye who sees more than it’s out there, that’s what the brand is about . We are charismatic, unique and fun, however we like to wear a mask that takes us away from the dark, mischievous reality. This mask is what we would like to present to the future buyers, we want to be perceived as dark and mysterious premium garment brand. We are here to perform an act inspired by the Japanese mafia. Our main goal is to keep your secrets safe and never allow you to leave your place looking sleek.
Dark side of Athleisure. Calm but unforgettable - a brand to remember and be aware of. We are here to serve anyone who is willing to sell their soul to us, because once you get there you will never want to leave. Since the community is the main issue in our brand we want to treat every buyer special, we will reward them with free goodies once in a while and we will work our best to bring them back to serve us.
Gokudo also known as wicked or extreme path. Unknown name of Yakuza, the street operator in Japan.
GOK
KUDĹŒ
Our logo has been created and distributed by the local tattoo artist - ArkTattoo. Instagram: Arka ArtTattoo An all seeing eye - main attribute of the brand.
typography
Playful but straight forward - needs to stay in forever, like the ink that has been caught in Yakuza’s members bodies.
colour
Our colour palette is dark, so i We might add a little bit of p orange whenever we feel bit
tagline You don’t really know the person, until you take their clothes off.� (Danny Evans, 2019) The pieces were designed not only to cover him, but to keep his secrets safe.
is our soul. purple or t kawaii.
Colour meanings: Orange:edgy/creativity Purple:power/royalty Black: evil, elegance White: sacred, pure
OUR STORY IS ABOUT THE HANDMADE GARMENTS
ethical local affordable sustainable extraordinary
„BUY LESS, CHOOSE WELL, MAKE IT LAST.” - VIVIENNE WESTWOOD
All the fabrics are second handed, picked carefully by the designer. He makes sure he uses the best type of fabrics this is why creating garments take a while, however it is all about quality rather than quantity. Because of his high attention to detail - there is no assurance that every piece of garment is going to be the same, however this gives the brand even more authenticity - because some pieces will be different but still the quality will be provided at its highest point. People who will be able to get the unique piece can compare it amongst each other and if the differences weren’t what they are into it - they will have an opportunity to either send a piece back or re-sell/ exchange the garment , which also is a great idea of introducing the brand to more people and having it the exact way they wanted.
MADE IN ENGLAND
It is important for the designer to produce his pieces in Birmingham - that’s where he is from, support the local tailors and garment workers. The designer takes the inspiration from Japan, however it is crucial for him to highlight his ancestry and mix these two cultures together. British quality x Japanese fineness.
Seasonal sale student discount for the youngest clients. Those poor students are living on the budget, but they do deserve to look good. Our designer is a student himself and he understands the power of discount. This also creates a massive PR/Advertising for the brand, as most of the students are surrounded by people who might get inspired by the pieces and will be more influenced to buy them. Most higher end brands don’t do student discounts because its their way of creating the brand look more sophisticated, however they don’t consider people who has dreams but less money. Our brand wants to create dreams and let people make them comes true.
Sustainable - 100 percent cotton, raw silk (highly biodegradable). „The raw silk is produced through fermentation, much like brewing beer, except instead of the yeast turning the sugar into alcohol, they turn it into the raw stuff of spider silk. This innovative material is both strong and flexible and could be used in everything from bulletproof vests and biodegradable water bottles to shoes and flexible bridge suspension ropes.� (Goodonyou, 2018)
It is extremely important for the brand to use only sustainable fabrics. The planet is the source of life and we owe the planet something good.
„Slow clothing is a philosophy. It is a way of thinking about, choosing and wearing clothes to ensure they bring meaning, value and joy to every day.� -Jane Milburn
The Designer gets his inspiration from the dark side of Japan - their mafia, Yakuza, his pieces are here to cover the buyer completely, as each member of the mafia was covered with tattoos. Danny doesn’t believe in tattoos, but clothes - sophisticated, sleek but with athleisure twist. He knows his buyers are special this is why he knows that it isn’t a garment but what is underneath the garment. He wants his clients to feel special and different when they wear his pieces, he wants those pieces to affect their lifestyle and make them feel the way they never did before.
There will only be 100 pieces per each garment - which makes the brand very exclusive but also proves that every piece has been created by the designer himself and the sources his been using has been limited and exclusive. The main rule of the brand is quality above quantity. Once the brand became successful and all the pieces will get sold out quickly, there will be a need to create a waiting list on the website which will allow the customer to sign and wait for the garment to be back in stock. Every customer will be informed about the NEW DROP through emails. This will also allow the brand to find out who their consumer are and use their email address in promotional ways.
UNIQUE SELLING POINT Tailored Athleisure Adaptable pieces great for any occasion. Gym, Date or Walk down the beach - our pieces are unconventional as they make the buyer feel special in their well fitted/tailored but still flexible, fresh menswear. We want our men to look like French women do - carefree and sexy.
Our speciality
The one thing that differentiates us from our competitors is that we have an actual story - the all seeing eye. An eye tap sewed into each piece in different place. It is here to create the playful moment for the brand, for each customer to play around and search for the eye which then can be exposed or hidden.
The idea of having tailored athleisure was born because of the need of flexible, stretchy but elegant clothes which were needed to function easily on daily basis. We were struggling to find a brand who delivers the idea of tailored athleisure and this is why we are super excited to introduce it to people. We have seen Nike doing collaboration with Matthew Williams recently, however it didn’t satisfy our needs - Nike is known as sport brand and they had to keep their sporty looks as part of their standards. Their pieces are fashionable however it isn’t what we represent effortless but authentic elegant, sleek look. We were really impressed with the collaboration of Under Armour and Tim Coppens, Collection 02 which looked different than what the brand presents however because of the brands history, this collaboration lacked of authenticity and just didn’t feel serious. Their new approach felt great, unfortunately they forgot that they aren’t lifestyle type of brand. Lululemon x Robert Geller, once again, another collaboration of fashion designer and sport brand, their aesthetics are very close to ours but once again - the lack of authenticity, as this is only a collaboration which will never happen again. Their pieces looked very vibrant, hip and fresh but still wasn’t what Gokudo is about to present we want our clothes to be wearable in the office and on the casual beer/date after. The brand positioning map on the next page is showing similar brands to Gokudo, divided by their price tags - both luxury but cheaper. The other side of the map is representing the stylish x lifestyle brands. Gokudo was placed right in the middle of the chart because even as premium luxury brand - it is still affordable for our consumers and it’s definitely an authentic lifestyle not just a style brand.
BRAND POSITION RICK OWENS OFF-WHITE
LIFESTYLE
STONE ISLAND
POLO RALPH LAUREN
MONCLER
ACNE STUDIOS
UNIVERSAL WORKS MAISON KITSUNE UNDER ARMOUR
NIKE
NING
POSH EXTRAVAGANZA
MAISON MARGIELA
TOM FORD
YEEZYS
LOEWE
GOKUDO STYLE
AIME LEON DORE
SEFR
TODD SNYDER
RAG & BONE LULULEMON
CARHARTT
LUXURY BUDGET
macro trends that we have got covered
Anxiety Rebellion Our fashion allows the consumer to be whoever they want to be. It is a part of faceless community filled with savage. We don’t want to be the bad people, but we are being read as some. We are fearless and ready to set the rules we then can obey.
Immaterial Fashion Being surrounded by the voice of David Attenborough doesn’t allow us to just sleep tight knowing that our world is fading apart. We don’t want our customers to use fast fashion, our garments has mission to make them understand that fashion should become an investment and it’s going to stay with us for ages.
Councious Fashion Sustainability should be the key to each heart, even the most evil one. We are here to deliver only sustainable, second hand fabrics as one of our main role in this world is to do be the no-waste brand. We are concious of what is happening in the world - brexit, banned abortion, starvation - we want to change that eventually because it is time to stop pretending that things like that does not happen.
Boys will be boys they say, each boy wants to become a superhero. Gokudo is here to press the magic button which allows the consumer to become that special persona. It might just be a trend, however our brand is the lifestyle, just like toys for boys, our garments provides the playground and unique feeling. Street Sport Rebels Our garments are rebellious and obviously out there on the streets. Our brand allows men to show their alternative but still tailored, unique attire. Our men aren’t here to perform the act of violence, they are here with a purpose of being seen, just like they are - extra. Alternative Spirituality Gokudo could be seen as religion to some of us, it is definitely a pattern that could be followed in order to receive a peace of mind and still look and feel appropriate to any occasion.
Micro trends
Toys for Boys
PRIMARY CONSUMER Sid, 33
Entrepreneur. Man who knows when to wear suit - because of work, however he rather wears something less classic but also very extravagant. Sid enjoys the comfort at work, his clothing needs to be sleek and in fashion, but different. He loves spending money (approximately 250 GBP per t-shirt/blouse) and goes for brands with logos e.g. Yeezys, Off-White or Stone Island which he believes those are bringing loads of innovation into fashion world. He represents the Easy Eleganza look. Goes for Americano rather than Frappe. Listens to Daily Mixes on Spotify but consider those as his guilty pleasures. His Tinder account is on fire but his libido isn’t. Enjoys Sunday dinners at Mamas house Definetely an Uber guy
SECONDARY CONSUMER Kieran, 27
The Edgy Type Fashion graduate. Gets inspirations from fashion events and influencers. He is currently experimenting with trends however it is the street style that suits him best. He enjoys going out with his friends, however most of the times he rather spend alone. His social media e.g. instagram is very popular - his posts are aesthetically pleasing: white walls, rather alive plants and delicious looking sunsets. He has been involved into some charity work, however he has gone on the other side of the road, selling ice creams he claims that is what “edgy” stands for... Kieran has plenty of spare money and likes to spend it (his saving account has more than 30,000 GBP that he was given by his grandma after he graduated)- especially on garments that are unique and different - he doesn’t like and never allows himself to feel basic. Orders tomato juice but makes others drink it for him. Is very much into astrology. Will give you best tips on romance and manicure.
cash money bills what you pay for
Range development and pricing architecture Small x Premium luxurious range Prices varies from 200 GBP to 450 GBP. Each piece is created in local warehouse in UK by the local ladies/gents who specializes in sewing. Our employees deserve a right payment for their hard work and their skills, apart from that they deserves at least three paid breaks throughout their eight hours shift. Each consumer pays for the work, fabrics that has been travelling to us from the deepest sides of the countries - we only accept best high biodegradable fabrics e.g. linen, soy cashmere, silk, organic cotton, wool .Those fabrics costs more money, however they are environmentally friendly and will last through generations. We believe buying our pieces isn’t just a purchase - its an investment - those pieces will last forever and will be perfect for the second hand sales.
MULTI CHANNELS Website
accessible 24/7 - each drop will be announced through the emails. Each piece will have a waiting list - which we believe is a great marketing opportunity - but it’s the only way for us to provide the limited amount of garments - we don’t want to provide the quantity but quality. The website will be mirroring our brand aesthetics and will be the only way to shop our products. Showroom We are a new small local brand and don’t really see ourselves as promoting the brand by opening a shop. However as the time goes we might be able to uncover ourselves by opening a showroom preferably in London where we would be able to reach out to bigger consumer group. The idea of the showroom has appeared because of the limited amount of garments we are able to provide to customers. The showroom will promote us as the brand and will be there to provide all the important information for our clients. We will be providing the knowledge, brand identity and little refunds - if necessarily. Mr Porter Going further we would like to cooperate with this online retailer. This „outlet” shares similar premium vibe to what Gokudo sells and for us it would be a pleasure and benefit to collaborate with this organization.
S
HOW ARE WE GOING TO PROMOTE OUR BRAND?
Short Film Storytelling, dark and very japanese aesthetics Instagram Daily updates, inspirational pictures follow all the cool kids around Notts/Britain Music Playlist available on Soundcloud/Spotify A part of the story telling will introduce the buyer into the vibe that brand is sharing. Fashion Show Very intimate, small gathering. Martini cocktails/Sake and sushi available. Online Platforms Website exclusive. Future wise - Selfridges, Mr Porter - we are open for any suggestions. Magazines Sending out pieces for photoshoots for major fashion/lifestyle magazines eg. Dazed, I-D, Paper, Vice
Interviews Designer gets interviewed by some of the journalists from magazines mentioned above, he would talk about mental health issues - a good topic to add as foundation into the brand to raise awareness. PR promotion boxes sent out to celebrities/bloggers/ influencers Depending on the influencer - different styles, portrait (personalization) of each person who receive the package - all in Ark’s Tattoo style. Fake high quality skin covered in tattoos which can be worn by the receiver - pictures taken and posted on social medias with a #gokudoesmagic - part of the fun and the promotion. Each skin will be delivered and created perfectly for the influencer - their height and all measurements will be checked and covered - to make sure it fits perfectly. After Party - Event Different rooms filled with Japanese vibes e.g. one of the rooms will be filled with sweet pink lotus/orchids, second room would be very dark e.g. Samurai fighters, snakes, old school game consoles. We would also like to have a tattoo booth available free of charge to everyone - small tattoos, will remind people about their experience with the brand and each tattoo will be posted on social media of our guests.
Shop at: https://gokudoes.tumblr.com Follow on Instagram: Gokudooficial
You are dreaming, you don’t want it to stop, it’s gloomy but you are breathing just fine. Everyone around you walks slowly but you are the one who is able to fly. You received a letter, It was brought to you by three eyed snake, it is a piece of paper with all seeing eye. You can feel the sweat dripping down your back, you look around - it’s you in the mirror. Everyone is looking at you, it’s a Samurai exhibition.
Check out their social media for more info about drops and their sustainable work
-Danny Evans (CEO of the brand)
“We are 100% sustainable and ethical, we support local craft”
“Our brand is here to take you places, it’s lifetime investment which gives feelings. We want our customers to feel unique and like they never did before, we want them to experience something new - our garments”
GOKUDO X DANNY EVANS Our speciality
12 month critical path ...
01/20
First ever promotional editorial done. We are going to be collaborating with a local photography graduate - Magdalena Celler, She specialises in dark but realistic shoots. We will need those pictures in order to promote the brand in the magazines and on our social media profiles. Our creative minds will allow us to create the set ourselves without spending money on creative agencies, we are going to use models that we know personally - let’s called it an “internal casting�. We might need to rent out the snake out from reptile rentals/snakes alive and use it as props. Our main theme would be freak on a leash and we will be creating story of an imprisoned man.
02/20
Website and Instagram opening. We want our instagram to remain very mysterious until the first collection is out. We will be posting the dates of the fashion show and info about press releases. Our website will be a collection of inspirational pictures that we believe are suitable for our brand.
03/20
Monthly music playlist
To create a little bit more of story we will introduce our music playlist “Gokudoes music� available on Spotify and Soundcloud. The music will be similar to what we are going to be playing on our event - mostly deep house music with a little bit of psychedelic.
04/20
Short film produced by local artist. We want our customers to understand our brand a little bit more, This is why it is crucial for us to produce a short (about 0:45 seconds) movie/trailer that is going to intrigue everyone and create content and attention around Gokudo.
05/20
Editorial/press release in Daze magazine. We will be happy to send our our pieces for the magazine photoshoots and for the stylist to dress models in our pieces, however we would like our own press release to happen by May 2020. We would like to talk a little about our local work and how we switched from needing tailored athleisure into having it - the necessity is the mother of invention. We want the readers to know about our unique selling point and where we stand in the market.
06/20 Public Relations
Promotional boxes/bags will need to be send out to our influencers/promoters/bloggers/celebrities. Another part of an investment which will create income in the future. Our mission is to create a solid relationship with our promoters, we will be taking our time to decide which influencer is right for us because we will be signing contracts for minimum of twelve months. Each box will include a piece of our garment, all-seeing eye badges, and personalised gift - we will require one post every three months with Gokudo tag, our hashtag, and a little story in description - about how different and special those garments are. We will be monitoring each post to find out which influencer brings the most income to our brand and from there decide which contract needs to be extended.
07/20
Our first ever fashion show. Our branding is very import for us this is why we will be spending quite a loads (about 2,000 GBP) for the whole set up and decorations. This will be a massive and important event for us which in that case we will need to invest in models from the real agency. This will allow us to gain a little bit more of recognition within the industry, as more people will be aware of the show (social media publications and press release). The guest list will include influencers and people of fashion such as Alexa Chung, Jordan Bunker, Jim Chapman, Joel “Gallucks�, Matthew Spade, Freja Wewer, Shini Park and Monikh Dale. We will be happy to approach Gallucks or Matthew Spade into working with us and of course to invest into their advertising on their social medias.
08/20
After Party
Martini collaboration. We would like to collaborate with this brand because of their very large range of influencers who are very popular on social medias. We would like to create a drink that would have Sake in its name but also serve classic dry martini drinks.
09/20 Mr. Porter
Dropping our collection on their website. Net-A-Porter/Mr. Porter is a well known online platform that offers different ranges of clothing from premium brands and of course our dream is to be a part of it.
10/20 Winter sale
Loads of offers from our influencers - they will be offering a promotional codes for their followers to use whilst shopping through Gokudo’s website. This little trick will allow us to get rid of and sold out all the pieces from the old collection and prepare ourselves for the new season.
11/20
Producing a new collection photoshoot and short film
12/20
New collection coming out- Spring/Summer.
APPENDIX
Research blog: https://ntuwhiteshow. tumblr.com password: password123
Gokudo Website: https://gokudoes.tumblr.com
Gokudo Music Playlist: https://open.spotify.com/user/alekstysiac/playlist/1bL8tFeSShMfixy0JUOTVA?si=cM5Gh5OORAm9FEoI4plJtA Japanese Art Pinterest Board https://www.pinterest.co.uk/aphrotysiac/japanese-art/
Yakuza Pinterest Board https://www.pinterest.co.uk/aphrotysiac/yakuza/
Mafia Pinterest Board https://www.pinterest.co.uk/aphrotysiac/mafia/
12 month critical path timeline/spreadsheet to be followed by Gokudo’s employees
APPENDIX
Ethical Marketing Campaigns Pinterest Board https://www.pinterest.co.uk/aphrotysiac/ethical-marketing-campaigns/ Vintage Posters Pinterest Board https://www.pinterest.co.uk/aphrotysiac/vintage-posters/
Instagram Gokudo Account https://www.instagram.com/gokudooficial/
Instagram Gokudo Account https://www.instagram.com/gokudooficial/
Primary research - see methodology post on the research blog. „Do you care if clothing brand is sustainable/ethical�
Primary research - see methodology post on the research blog. „Do you care if clothing brand is sustainable/ethical” Yes (55 votes) against Not really (27)
Primary research - see methodology post on the research blog. „Why do you love certain brand?”
Primary research - see methodology post on the research blog. „Why do you love certain brand?” - Answers were: Their branding/story (23), Environmental issues/Sustainability (16), Low prices (19), Prestige - cool wanna be (18). Primary research - see methodology post on the research blog. „How do you make your money?”
Primary research - see methodology post on the research blog. „How do you make your money?” Answers: I Work (65), Student Loan (6), Family (9)
IMAGES USED Tumblr, (2019), Image 1 [ONLINE]. Available at: https://66.media.tumblr.com/800df4a8a18ea22f8efa20d987e0fa3b/tumblr_ pm55x0bVmZ1vrbj6t_1280.jpg [Accessed 1 April 2019]
Tumblr, (2019), Image 2 [ONLINE]. Available at: https://66.media.tumblr.com/76291a8f6ccccf1bd4e5b67daf16d9e5/tumblr_p4re60nkFV1rlfxzso1_1280.jpg [Accessed 1 April 2019].
Tumblr, (2019), Image 3 [ONLINE]. Available at: https://66.media.tumblr.com/d66862b9e7e8c420c5311b9f4cb8241f/tumblr_pfh668vZTK1wsw9eno1_1280.png [Accessed 17 April 2019].
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Ark Tattoo (2019) Gokudo Logo
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IMAGES USED
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Gokudo Website Screenshot (2019) Available at: https://gokudoes.tumblr.com [Accessed 17 April 2019].
Mr Porter Website Screenshot (2019) Available at: https://www.mrporter.com/en-gb/ [Accessed 18 April 2019].
Evans D. Gokudo Editorial/Photoshoot (2019)
Pinterest, (2019), Image 14 [ONLINE]. Available at: https://i.pinimg.com/564x/48/7b/2f/487b2fe7af1f9cdf1c44ba48b24631b9.jpg[Accessed 8 May 2019].
Tumblr, (2019), Image 15 [ONLINE]. Available at: https://i.pinimg. com/564x/1a/42/50/1a4250f018d481d5e29ef360ca2789f2.jpg
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