Madewell Collaboration Project

x The Peggy Notebaert nature Museum of Chicago

butterfly haven celeste miller fashion collaboration project Miller Davis

// Fashion Collaboration // 1 spring twenty-nineteen

agenda executive summary three collaboration strategy four company overview seven inspiration twelve materials fourteen collection sixteen story twenty-three cost sheets & tech packs twenty-nine Miller Davis

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executive summary Madewell, a growing company owned by a struggling conglomorate, has great room for growth with a clever collaboration. The Peggy Notabaert Nature Museum of Chicago is a local research center with a great cause that is looking for national exposure. With the rising consumer demand for more options in lingerie and sustainable fashion, the collaboration between the Peggy Notabaert Nature Museum and Madewell will hit the marktet successfully. Using playful design and sense of color with a neutral based color palette and functional design, the collection is right in line for the Madewell consumer while also bringing in new customers.

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collboaration strategy While collaborations have been deeply successful for some brands, the consumer is now looking for partnerships that mean something, that have more purpose than a new, exclusive line. Madewell is one of the last survivng companies of the J. Crew conglomarate that is actually succeeding in the retail apocolypse. Its unique perspective on “no nonsense” clothing while also appealing to the effortlessly-fashionable customer has done well in recent years. However, with its sister brand J. Crew in decline, Madewell needs to make more aggressive plays to stay on the good side of retail’s survival of the fittest. A collaboration, one that introduces a secondary aspect to Madewell’s brand identity, would help push them further forward. Their new lingerie line is gaining traction as well, and a new collaboration specifically dedicated to that would boost exposure.The Peggy Notabaert Nature Museum of Chicago is a vital research center for sustainability and ecological education.

Consumers are becoming more and more concerned with sustainable fashion, and Madewell making a play to remain relevant within their “no-nonsense” world would be beneficial.

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Madewell

Peggy Notabaert Nature Museum of Chicago

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Peggy Notabaert Nature Museum of Chicago

A nature museum and science academcy dedicated to nature research, education, and conservation.While regionally wellknown across the mid-west, its funding suffers from lack of national recognition.

Chicago is one of the leading cities in America for sustainable efforts, and this museum remains as a figurehead for the movement.

Madewell

A brand known for its functional, yet sophisticated style, Madewell has excelled in recent years as the millenial and Gen Z generations yearn for a more casual, authentic vibe when it comes to ready to wear. Recently, it has also started to make way in two growing markets: lingerie and sustainability. While both sectors have broken bounds in the new emerging brands, no one has yet to combune the two consumer interests. As a national brand known for its authenticity and functionality, a collaboration with a smaller, yet meaningful museum/ research center for sustainability and comfort matches perfectly.

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company overview Not only is Madewell part of a powerful conglomerate totalling to nearly 200 million USD in annual revenue as of 2018, its share of revenue earnings for the company has increased in recent years. With its strong brand image and loyal customer base, Madewell’s sales have increased enough to keep the conglomorate above water and actually growing while its main brand, J. Crew, undergoes some major shifts.While J. Crew’s revenue has dwindled in the past few years, Madewell’s has continued to rise with an increase of about 100 million USD per year since 2013.

While its parent company is J. Crew, Inc. with its ultiamte parent company being Chino Ltd., Madewell is ultimately a private subsidary of the two.

They offer a wide selection of womenswear, with a limited quanity of menswear and home furnishings.

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S - large, wellknown brand with larger parent company - unique brand & design aesthetic - higher-end quality with value price - socially & enviornmentally resopnsible - private label brand, but also retailer for shoes, accessories, and select apparel

W - parent comapny (J. Crew) has had recent closures and not a strong brand image since then - high price point combined with “serious� brand message limits unique or interesting content - not very engaging social media content - not 100% transparent

O - menswear lines - deeper involvement in social media engagement, specifically when it comes to ethics & sustainability - more emphasis on the lifestyle of the Madewell consumer beyond the ecommerce enviornent - PR/events that match the elevated quality & price point

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T - ethics & sustainability boom makes it an expectation, not something unique - more successful and diverse lingerie companies are gaining more popularity - ecommerce enviornment is becoming more demanding while the retail space needs to be more worthwhile for consumers

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size & scope

While Madewell offers a variety of items from shoes to menswear and women’s jewelry, the Madewell x Peggy Notabaert Nature Museum Collaboration, or “Butterfly Haven,” will only feature women’s loungewear. This caters to Madewell’s majority customer base, as well as plugging their recent steps into lingerie.

price range

sizes

??

xs-xxl

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Products underwear bralettes slip dresses shorts corsets jumpsuits

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target customer

who: age:

the wise millenial

20-27 but is acts like she’s 35

location: dweller

urabn city-

socio-economic status: upper middle class-upper class

favorite music:

classic Italian opera while she’s working or cleaning, some Ed Sheeran-like pop on her commute.

favorite movies:

Breakfast at Tiffany’s, Roman Holiday, The Breakfast Club, The Virgin Suicides, The Princess Diaries.

favorite brands:

Madewell, Anthropologie, Club Monoco, Chloe.

favorite activities:

picinics in the park, yoga, cooking, reading, visiting museums, sample sales.

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Free People - 3.4m followers on Instagram, compared to Madewell’s 1.4m - wide range of product selection, widely known for their high quality and affordable underwear

competitor analysis

-similar aesthetic and consumer base, natureminded elegance -much more bohemian and maximalist -not sustainable or transparent

Kala - new lingerie brand that is 100% sustainable & diverse in size and ethnicity.

-100% sustainable with a variety of underwear & lounngewear -limited selection of styles & colors -only 3k followers on Instagram, but popular among the NYC “in� crowd -affordable & long-lasting quality Miller Davis

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inspiration

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design

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materials

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Because the Peggy Notabaert Museum is also a research center for sustainability and ecological preservation, it is important that all materials used for this capsule are natural and sustainable. That also includes any dyes used to make patterns, colors, etc.--therefore the coloring might appear faded or duller than expected, which is why most colors were chosen from a neutral, natural color palette.

White Solid Organic

Natural Organic Linen

natural 100% organic

White Stretch Bamboo

100% Antique China

Cotton Twill - Oeko-

Woven

cotton duck canvas

Jersey

Silk

Tex Certified

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collection

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line list

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unit assortment plan

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BTS of prototype production

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final product Miller Davis

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Top Product Items: Ladies’ Knits and Wovens Packing:polybags Country of Origin: China

manufacturer Miller Davis

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time & action calendar Season: Spring/Summer 2020 Vendor: Worldwide Trade Logistics Country of Origin: China Account Managers: Celeste Miller & Maddy Davis Final Delivery Date: 3/27/20

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story The collaboration collection entiteled “Butterfly Haven” will be available at select Madewell stores to begin, starting with a special event featuring live butterflies at select Mid-West/Chicago locations.

It will launch on Earth Day, promoting the ecological impact that this partnership has in supporting the Peggy Notabaert Nature Museum.

Imagery around the stores will feature selected product, emphasizing how much of each product’s proceeds go towards the nature museum.

Merchandising will also specify between loungewear that is intended for slumber, and that that functions as both inside and outside of the home. Free tickets to the museum will be given to every 50 customers of the product. Overall the collaboration will boost Madewell’s authentic, personal brand image as well as its credibility when it comes to sustainable products.

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storefront display

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visual merchandising mirror plants

plants hanging from window

dressing rooms

plant center piece

checkout counter

plants hanging from wall

hanging dresses

table with underwear

plants hanging from window

store front display

front door

store front display

shelves

Because this is a fashion collaboration and the target customer is more in line with that of Madewell’s current base, most of the merchandising will be focused on the fashion retail store’s front.

However, paper promotions will be available at the front desk and gift shop of the Peggy Notabaert Nature Museum in Chicago to expand influence as well.

hanging dresses mirror

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marketing campaign

Each image, along with the pomotional video, will focus on key enviornmental facts that are impacting butterflies and the ecological enviornment in general. The face of the campaign, Leandra Medine, will be featured in the imagery wearing the clothes while she talks about the importance of encouraing the work that centers like the Peggy Notabaert Nature Museum do.

Centered on Peggy Notabaert Nature Museum’s key features, the Butterfly Haven collaboration with Madewell will emphasize the sustainability and ecological impact supporting the research center does. Using the concept of the butterfly in every aspect of marketing ties a symbol to the line while also conceptualizing the beautiful change we are trying to enact as an industry through meaningful collaborations like this one.

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pr & events

The launch of Butterfly Haven will be held in 3 major cities: Chicago, New York City, and San Francisco, inside a constructed butterfly haven.

A small space built with glass walls and placed in the middle of an open urban area, the structure will be purely focused on giving the customer a unique experience, therefore the majority of the visual stimuli will come from the butterflies and flowers inside the haven. Product will sparingly be hung around the haven for consumers to browse, touch and feel, however products will only be available to purchase via express delivery-no extra inventory will be kept on hand.

Each purchase will be accompanied with a small laptop sticker that has one of five unique nature facts, as well as a brochure educating about local nature reserves, parks, community centers, or museums.

Representations of butterflies date back to Egyptian frescoes inThebes, which are 3,500 years old.

There are more types of insects in one tropical rain forest tree than there are in the entire state of Vermont.

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tech packs & cost sheets

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Sources https://www.moodfabrics.com/ http://naturemuseum.org/ https://www.wgsn.com/fashion/ https://www.madewell.com/ https://0-www.statista.com.library.scad.edu/statistics/539739/global-revenue-j-crew-by-brand/ https://wearkala.com/pages/about-us https://roomstyler.com/rooms/31855358/butterflyhaven-garden https://www.thebutterflysite.com/facts.shtml https://0-panjiva.com.library.scad.edu/Worldwide-Trade-Logistics/44188844#analytics-tab

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