Brand launch pack by Claudia Golland

Claudia Golland N0735243 Word count - 3,993 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed ………………………………… Date…………

he Raggedy Man The aggedy Man The Ra edy Man The Ragge an The Raggedy Ma he Raggedy Man The aggedy Man The Ra edy Man The Ragge

Contents. 6 Introduction 8 Our Story 10 Vision, Mission, Proposition 11 Personality, Essence, Tone of Voice 12 Values 14 Logo 16 Fonts 17 Colours 18 USP 19 Market 22 Trends 25 Competitors 27 Market positioning 29 Our Consumer 38 Product range development 40 Pricing architecture 42 Routes to Market 48 Communication plan 56 Press release 58 Critical path 59 Conclusion 60 Appendix 66 Image references

Introduction. In this project a collaboration with Fashion design students has been undertaken in order to create a brand for their clothes. The market and competitors has been analysed in order to find out where the gap is for a new brand and what it can do to stand out. Both primary and secondary research has been undertaken in order to find the best possible opportunities for what the brand could be, and how after their launch they could use communication strategies to expand the brand over the course of a year and beyond. For primary research an interview with the designer and an online survey was carried out to find out how the designer envisages the brands outcome, compared to what the consumer would really want. For secondary research statistics and quotes have been found from notable sources such as Mintel and Statista.

The Raggedy Man 7

Our Raggedy Story.

The Raggedy man all started with a girl who sought to change lives through the voice of fashion. Created in Nottingham in 2019, designer Kristen Zhou wanted a change, and decided she would be the one to make it. Kristen is originally from Hong Kong and when moving over to the UK she was shocked to see a significant increase in the amount of people living homeless on the streets in big cities compared to her home town. This disturbance stuck with her so she decided she would combine this passion for change with her talent in fashion design. Over the course of a few months Kristen had come up with a three piece suit to be the initial garments sold by our menswear brand. This is because she noticed a significantly larger amount of men unfortunate enough to be living homeless than women. So combining function and unique designs and materials, the first garments for The Raggedy Man were made. The Raggedy Man aims to use its power to create an impact on society and improve the issue of homelessness worldwide. Upon our opening we coincided the debut of our charity â&#x20AC;&#x2DC;The Raggedy charityâ&#x20AC;&#x2122;. Within this charity we campaign and raise money to take people off the streets and help them to build up a brand new life without looking back. As our story continues into the future we hope that our campaign against homelessness remains beneficial and that are garment materials become more sustainable over time. We are fashion that makes a trend for change. By doing more than just following trends.

Our Charity. The Raggedy Charity is a charity run by us with the aim of helping people that are living with no home. We promise that for every garment sold we will donate a warm coat to a homeless person that has come to The Raggedy Charity for guidance. From primary research we found that over 70% of respondents would be more likely to buy from a brand that donated to charity, (see appendix 1). The charity will also strive to help homeless people on their journey to their desired life. We will assist them in building interview skills, finding a job, provide any counselling or treatments they may need, as well as, many other life changing opportunities.

To change lives through the voice of fashion.

A Raggedy mission. Our mission is to be the most influential fashion brand in the world by allowing our consumers to do more than buy our garments, but also buy into a change. We hope our clothes allow our consumers to understand the issues of homelessness deeper and join our campaign to reduce homeless living worldwide.

A Raggedy Proposition.

A Raggedy Vision.

Excellence, empathy and individuality is at the heart of making these garments to be unlike any other and ensure that the consumer will be delighted with the clothes they wear and the changes they make by wearing them. The Raggedy Man aims to open the consumers eyes to a world where luxury and compassion coincide to change the way we view those around us.

Compassionate Powerful Inspiring

A Raggedy Personality.

Tone of voice. Luxury does not mean lifeless and conventional. We have a passion for our cause and therefore will present that passion when communicating with our consumers. We value kindness, therefore our tone of voice is friendly and positive, we like to make sure our consumers feel welcome no matter who they are or where they come from. By using our social media to show the work The Raggedy Charity does for the homeless we give our consumer an insight into how their purchases are helping people. Although what we are presenting is a sad subject, we aspire to use language that is warm and inspiring to give consumers a hope for change.

Raggedy Essence. The fashion that cares. 11

Responsibility -

Our not so Raggedy Values.

Within our brand we value the responsibility we have to make a change. We believe that we should be taking the responsibility to end homelessness into our own hands. Because homeless people are not hopeless, they just need a little step up.

Authenticity - The Raggedy Man takes pride in being completely genuine. Simply stemming from one visionary idea, into a magnificent luxury brand that strives for change within society.

Kindness -

Above all we believe its cool to be kind. We believe that our garments are an opportunity for people to show an act of kindness because by buying our clothes, they are buying into a change.

Quality - Being a luxury brand it is important that quality is a value we nurture. We make sure

that our consumers get the best quality products we could possibly provide and within this we hope to promote the concept of “buy less, choose well, make it last” - Vivienne Westwood.

Visionary - We are proud to be a visionary brand. We love to use our imagination to create beautiful and unique garments that also have the innovative feature of helping others.

“Deeper meaning than fashion that is just on trend” - Kristen Zhou 12

Brand Identity.

Our logo.

The logo for The Raggedy man is bold and modern. It upholds a contradiction of the powerful typography to show the impact the brand is making, to the rough sketch drawing of a man to essentially be a visual representation of, a Raggedy Man. Having the image within the logo really personifies our brand and allows our consumer to feel an emotional connection to us. The orange strip of colour was also added to show the ragged aspect further. The brand logo exceptionally shows the brand value of authenticity. This is because the man in the logo was drawn by our designer Kristen. This was in her first sketchbook with inspirations for this brand, it is therefore very personal to our heritage.

Making a change. One rag at a time. 15

Futura bold stroke 0.25 Futura condensed extrabold Futura Medium

Our body content is always written in Arial bold, and often in normal form. This is because it is simple and easy to read, making it functional just like our clothing.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Arial bold

Within the logo Futura bold stroke 0.25 has been used to create an impact to the viewer. It matches the powerful part of our personality, proving that we’re fighting for change and we’re doing it in full force. We also use this font for titles on social media and on our website just in condensed extrabold, or medium for subtitles.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Arial

Our fonts.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Our Colours. We are a very powerful and imaginative brand. Therefore within every garment a vibrant and diverse array of colours are used. Kristen decided within her garments to use three main colours. A teal blue, sunflower yellow and terracotta orange, and sometimes a maroon red. These deep colours are very bold and vivid, however they also have a dull undertone which reflects the devastating cause our brand is trying to solve. Within the logo simple black and white has been used to create a clean image, however a rough strip of pale orange colouring was also used to add a juxtaposing effect to the bold typography and image. This colour also represents a brightened version of what the trench coat colour would usually be.

How we make rags unique?

The first ever high end fashion brand that has taken inspiration from the issue of homelessness and reflects this into its luxury items in order to send a message to its consumers. The Raggedy Man uses distinct patterns and materials to create the aspect of luxury style but also incorporates simplicity to provide a functional garment.

Market.

Market overview.

The luxury segment of the fashion market accounts to US$100,577m in 2019. This is expected to grow annually by 1.1% until 2023. Fashion is the largest part of the general luxury market, and within the luxury fashion market clothing apparel amounts for the highest market volume with US$72,755m in 2019. Globally the most revenue for this market comes from the United States with US$25,046m from this market being sold in 2019. This market also sells footwear, jewellery, handbags and accessories, and also covers men, women and children, but primarily targeted at adults. Some notable companies within this market are Supreme, Gucci, Balenciaga, and many others.

Micro trend. Bright coloured tailoring. The suit has been a staple in both men’s and women’s wardrobe for many years. All be it, traditionally men, but since Saint Laurent’s Le Smoking suit in 1966, the blazer and trouser combo has been a wardrobe classic for women as well. However, in the SS19 catwalks we have seen a new trend amongst the classic three piece. Vibrant, bold colours have been added to make an impactful look to the quintessential style. In Victoria Beckham’s and the Giuliva Heritage collection, these colours are seen to be mixed up softer hues to make pastels. Whereas, Louis Vuitton and Paul Smiths mens catwalks show bolder and brighter shades within their designs. This trend has trickled down to high street retailers and can be seen in the likes of New Look and H&M This trend applies to The Raggedy Man immensely as the debut range is a three piece suit which incorporates a bold colour scheme into it as well. The designer has used mainly oranges, reds and blues to contradict her inspiration and put a bright and positive twist on the subject as encouragement for change.

Macro trends. Political opinions voiced through fashion. Over the years many designers have used their brands as a platform to voice their political views. A prime example of this is Vivienne Westwood’s Destroy t-shirt in 1977 which was a message against political dictators. Since then fashion weeks around the world have been graced with powerful messages hoping for change for a variety of different issues, both social and political. These include shows such as, Missoni models wearing pink pussy hats and Raul Solis wrote; “fuck your wall” on his models underwear. This trend has been driven by celebrities, Rihanna has posted on her instagram wearing feminist t-shirts and supermodels holding up women’s rights signs for Adam Lippes presentation. This trend is relevant to The Raggedy Man as the whole brand was created as a platform to send out a message and make a change. The entire inspiration for Kristen was the issue of homelessness and would like consumers to join her in her hope for change. Therefore, her garments are very relevant to this trend.

Trends in our future. Gender neutrality and Sustainability are also Macro trends that will apply deeply to The Raggedy Man. This is because Kristen said in the future she hopes that her range will be androgynous so women will buy her suits as well. From primary research the majority of responses were pro-gender neutral clothing, one response said; â&#x20AC;&#x153;I think it's a good idea. It is rare to see unisex clothing and the more brands do it, the more it will normalise itâ&#x20AC;? (see appendix 1). This shows theres a growing market gender neutrality and it should be incorporated into the brands future. Also in her initial range she will be using a few second hand materials, however Kristen says she hopes to develop this within her designs over time and eventually use 100% recycled materials to embody the sustainability trend. Only 2% of respondents said it was not important to have sustainable materials in their garments and 41% said it was important to them (see appendix 1). This shows the importance of the trend in fashion and how it is very valuable for the brand to do this in the future.

Product Place Promotion Price

Competitor Analysis.

Vivienne Westwood. Vivienne Westwood is an iconic, luxury, British brand that is one of the most famous clothing labels in the world. Debuted her first catwalk in 1981 after 10 years of designing clothes. She is a direct competitor of The Raggedy Man because a lot of Kristen’s inspiration was taken from this brand as well as both brands having activists traits. Vivienne Westwood is a clothes, shoes, jewellery and accessories brand that is inclusive for both men and women with a diverse range of sizes, Vivienne Westwood has a more diverse range of clothing than The Raggedy Man due the length of establishment. Vivienne Westwood is iconically a British brand however is a world renowned luxury brand that is loved by many. Although there are only stores located in the UK her website ships worldwide. This is similar to The Raggedy Man because stores will also be only in the UK as well as an online store. However, due to it being a new brand The Raggedy Man will initially be sold in department stores such as Dover Street Market before having its own independent store. Vivienne Westwood’s prices match up to the luxury brand identity, within her mens wear range the cheapest item is a pair of boxers for £55 to a jumpsuit for £1,565. The Raggedy Man will be similar to this due to the quality and exclusivity of the brand, however due to the newness of the brand it will be necessary to invest a lot into promotion in order to ensure its success. Vivienne Westwood has a simple yet effective media strategy by using magazine advertisements and editorials, as well as, social media promotion, celebrity endorsements and gifting. Westwood also uses her brand to voice her views on politics and social issues. This has made her brand a talking point over the years and for many is a reason to buy into the brand. This is similar to The Raggedy Man because the brand is campaigning to help the homeless as part of its brand values and identity. Social media campaigning will help the issue but also bring attention to the new brand as well. 25

Yohji Yamamoto debuted his brand in Paris in his own boutique store. He has expanded his brand since then and is now a success world-wide with the help of online shopping. Yohji Yamamoto also has stores in London and Berlin now, by keeping the stores to a minimal he is maintaining the exclusivity of the brand. This compares to The Raggedy Man because although Yohji Yamamoto has a store in London it is not a British brand, and any other consumers in the UK but not in London would have to buy online. The Raggedy Man will initially be sold in department stores in the UK before having its own independent store, and will therefore exclusively be a British brand. Yohji Yamamoto is a very exclusive, luxury brand and his prices match up to the quality and style his garments uphold. Within his menswear range the cheapest item is a pair of socks for £66 and the most expensive item is a printed leather blazer for £5,475. The Raggedy Man will not be quite as expensive as this but still high in price due to the level of luxury the brand will uphold. Yohji Yamamoto has promoted his brand over the years through collaborations with the likes of Adidas, Hermès and celebrities such as Sir Elton John. These diverse collaborations were very beneficial to the brand as it targets many different audiences which spreads brand awareness for Yohji. In 2005 he also curated the second issue of A MAGAZINE in 2005 putting his name out there for all the readers to see. Another unique way in which the brand was promoted was the campaign he created called Fund for Peace. This was established to foster development of China’s fashion industry and to help heal the long-standing enmity between China and Japan. This is similar to The Raggedy Man because the brand is campaigning to help the homeless as part of its brand values and identity. This will be beneficial to the brands awareness as guerrilla style campaigning will help the issue but also bring attention to the new brand as well.

Yohji Yamamoto.

Product Place Promotion Price 26

Yohji Yamamoto is a Japanese designer who is based in Tokyo and Paris since his debut in 1981, his designs are known for his crisp, clean silhouette and his tailoring excellence. His products are known to be desired by all ages and has become familiar to consumers through collaborations with other brands. Yohji Yamamoto’s products are predominantly black and include clothing, accessories, jewellery, shoes and homeware for both men and women. These products are more diverse than The Raggedy Man due to his brand being founded in the 70s.

Market Positioning. Strive for social change.

Mass.

Luxury.

Remain neutral.

Our Raggedy Consumer.

What type of rag do you wear?

This Raggedy Man strives to make things happen, once he sets his mind to something theres no turning back. His mood is contagious and inspires others to make a change.

The Jester. The Caregiver.

This Raggedy Man loves to help others and believes in caring for those who need a step up in order to succeed. He likes to buy clothes he knows will do some good and this makes him feel good.

The Visionary.

This Raggedy Man likes to stand out from the crowd, he likes to wear quirky, unique garments to show off to others. He definitely prefers fashion over function and has outstanding style to prove it.

Market segmentation.

Primary consumer. Geographic

Demographic

Behavioural

Psychographic

Global due to online shop, but physically only UK consumers due to this location for the brand launch. Male, 25-35, high disposable income, highly educated and in a highly professional job, HEIDIs - highly educated independent individuals. Smart, confident, caring, ambitious, enjoys going skiing with friends he made in university, works hard, goes to the gym after work, in his free time reads literary classics and crime novels or GQ magazine and Mens Health as a more light hearted read, doesn’t have time to watch tv, enjoys going for cocktails with friends, cares about the environment and other global/social issues. Finds brand values powerful and is loyal to the brand due to its message, feels like he’s making a difference when wearing the brand, cares about the issue of homelessness and donates when he can but due to a highly demanding work life doesn’t have time to campaign/volunteer as he would like.

Pen Portrait.

Samuel 30 Graduated University of Manchester 2:1 in law and criminology, Lives in a flat in Mayfair Works in London as a solicitor. Inherited money from his grandparents Very high income Shops for clothing in Harrods, Selfridges and any other high end brands/department stores. Free time Cocktails with friends and exclusive London clubs. Reads crime novels and GQ magazine for something light hearted Travels skiing in France with after Christmas Caribbean in the summer with his FiancĂŠ Samuel cares deeply about social issues and donates when he can. Therefore a high end fashion brand that is inspired by the issue of homeless people interests him deeply and he would definitely buy from this brand.

Secondary consumer. Market segmentation. Geographic

Global due to online shop, but physically only UK consumers due to this location for the brand launch

Demographic

Male, 18-21, highly educated schooling, after went travelling or university, living with parents

Behavioural

Psychographic

Outgoing, free-willed, vegan, enjoys travelling and campaigning for social issues, watches reality television and enjoys going out with friends, is currently due to having been on a gap year is living off parents money, until he moves out and finds a job or goes to university Prefers fashion over function, likes to wear big brands to show off, will buy from this brand to match the exclusive and luxury lifestyle he has, even though this is from his parents money not his own. Likes to act as though he cares about the meaning behind the brand but really buys it for the look.

Pen Portrait.

Freddie 19 Went to a private school Travelled East Asia on his gap year. Lives in Chelsea with his parents outgoing, bit of a party animal Vegan to be trendy not ethical Free time Goes to artisan organic coffee shops Watches Love Island and Made in Chelsea. A-list bars with his school friends for a catchup Goes clubbing on the weekends. Shows off to his friends, therefore wearing the biggest brand names is very important to him. He wears Supreme, Balenziaga and Vivienne Westwood. It is clear from this that he prefers fashion over function and therefore will buy this brand because of the exclusive and luxury feeling he gets when wearing it. This is more important to him than the brand message.

Our Ragged company.

Product Range Development.

The initial range for The Raggedy Man includes a three piece suit containing; a pencil trouser, layered oversized shirt and a printed longline overcoat. This outfit reflects the cause of the brand by using homeless inspired designs, however uses quality fabrics to ensure theyâ&#x20AC;&#x2122;re bespoke luxury items. This range will be further developed following the initial launch of the brand and after the success is analysed. The first steps are to release more variations of the current range ie. Colours, patterns and trimmings. Then over time release more variety of products such as casual clothing and accessories. More items are added over time depending on the initial success of the formal range. Looking into the future the product range will develop dramatically, however will still obtain its original style and inspiration. Kristen has said she would like to incorporate more and more sustainable materials into her garments, until eventually she has produced a product range within the brand that is solely 100% sustainable garments. Another development the range will have is not necessarily a big change to the products themselves, but adaptations and a broadened target audience. The products will be adapted to be unisex, as the trend of gender neutrality is forever-growing. This will entail not changing or making more styles, but having more sizes available in the existing items to fit women as well. 39

Pattern print Newspaper print

(see appendix 3 for pricing architecture)

Product Pricing.

Printed longline overcoat.

Silk-impression Waterproof Polyester ÂŁ885.94

Layered oversized shirt.

Red Pencil trouser.

Nylon Cotton

Polyester

ÂŁ307.19

ÂŁ245.25

Online route to market. Upon the launch of The Raggedy Man, an online store will be its initial selling route to market. This is due to the convenience and reliability of online shopping. Doing this first is an effective way of seeing what works for the brand and their consumer. The Raggedy Man can therefore use this information when going into the offline market. It will be an effective route to market for the brand because online shopping has seen an increase in sales year on year and in the five years between 2012 to 2017 online shopping increased from 11.6% of the total market to 24.1% (Bowsher, 2018). This shows that the online market is forever increasing so having a strong online presence and impressive website is crucial to the brand.

www.TheRaggedyMan.weebly.com

To stand out from competitors The Raggedy Man will create a 24/7 worldwide shopping site to allow the broadest possible audience and not confining it to one physical space. The site also has the opportunity of a weekly blog about how the â&#x20AC;&#x2DC;The Raggedy Charityâ&#x20AC;&#x2122; is doing with their honourable work. This creates a more personal experience for the shopper and therefore enhances brand interaction. From primary research, over 70% of respondents said they felt a stronger connection with the brand if they share the same values (see appendix 1), and helping others is a value the majority definitely respect.

Offline route to market. 44

From primary research it was found that the majority of consumers agree that going online should be the first steps a brand should take. 76% were split between going online first or having a launch party with an online store coinciding (see appendix 1). From this it has been decided that a launch party pop-up event will be carried out as it is has been proven beneficial for new businesses. It has been found that; â&#x20AC;&#x153;opening a physical store (or space) increases traffic to that retailerâ&#x20AC;&#x2122;s website and drives up the share of web traffic within that market by an average 27%â&#x20AC;?, (Farr, 2019). This will allow the website to build up a consumer base before opening a permanent store in the future.

Following the months prior to launch The Raggedy Man will release their first line to Dover Street Market as it is a department store for both high end, and urban street wear brands. This department store would fit The Raggedy Man best because it is very advanced in its aesthetics. Each brand has very unique displays that are subjective to their brand image. This will benefit our brand as it allows us to show our special personality.

Finally towards the end of the first year The Raggedy Man will launch our own independent store. This is because it is a chance for us to present ourselves physically and we could perhaps even have items available only in-store to encourage consumer presence. Despite the growth of online shopping â&#x20AC;&#x153;81% of people said that a physical store is vital to the shopping experienceâ&#x20AC;? (Richardson, 2018). Therefore, it is essential that we open our own store to retain the consumers that prefer shopping physically.

Our First year.

12 month communication plan.

In order to carry out the brand launch sufficiently The Raggedy Man will undergo a 12 month communication plan. This will consist of advertising and promotion to make sure the brand has the awareness required to be successful. To do this, three effective forms of promotion have been chosen from research that will ensure its success. They will ensure mass media is covered online and offline, to cover all consumer types. 49

Social Media. Social media is very important for The Raggedy Man to use as a form of communication because in â&#x20AC;&#x153;2018 there were over 3 billion people using social media and this is up 13% from 2017â&#x20AC;? (Kemp, 2018). Social media has become an ever growing essential form of communication for brands and from primary research it was found that 100% of respondents believe social media is the best form of advertising, (see appendix 1). The social media pages for The Raggedy Man will be made prior to any range launches as this will build up hype about the brand and consumer awareness will already be established. The main platforms used will be Facebook, Instagram, and Twitter. These platforms will be used to promote the #Warmth4Warmth campaign. This campaign will entail consumers posting a picture of themselves in a warm coat or blanket and using the #warmth4warmth. For every post made, The Raggedy Man will donate money to The Raggedy Charity so that they can provide a coat or shelter to a homeless person to give them warmth. From primary research it was found that 79% of respondents thought luxury brands should do more for society (see appendix 1), so this is our way of doing more to help. Instagram will be our main form of social media used to promote the brand. This is because Instagram has x10 the viewer interaction with a brand than facebook. This platform will be used to show any amazing work our charity will do, as well as show our products with a link to the website for convenient online shopping access. This is the most important social media platform for us as 65% of people that use Instagram are within our primary and secondary target consumer age range, (see appendix 2). We will use social media prior to the launch and throughout the brands journey as it is an effective and cheap way of advertising for a new brand. 50

@TheRaggedyMan

@theraggedy.man

@theofficialraggedyman

Instagram.

(used for inspiration)

Twitter.

Outdoor advertising. Our brand will also use billboards and digital posters as part of our communication strategy. This is because outdoor advertising is not subjective to people following the brand and can be seen by anyone who passes by. This type of advertising was ranked better than any other form of traditional promotion by the respondents of the carried out primary research. It is very important to use traditional as well as online forms of promotion to cover all audiences. Also "71% of respondents said ads on digital billboards stand out more than ads online” (Sesto, 2018) Despite the growth of social media, billboards are still an effective way of engaging new consumers. This is shown by a study which says; “71% of Americans consciously look at billboards while driving and remember the information to look at later” (Williams, 2009). The use of billboards around cities would be an effective way of showing any people living homeless that there are people out there to help and give them information about The Raggedy Charity so they can go to seek help and guidance from them. We will start these a few months after the brand launch due to billboards being slightly more expensive and we can determine how many to use with the brand success at that point.

Television advertising.

The final form of advertising used will be a television ad campaign for the physical brand launch. This will be a powerful and bold campaign which will also present the USP and values of our brand as part of the ad so that the viewer can identify the unique personality The Raggedy Man upholds. Television advertising delivers both short and long term success and therefore will be useful to use at anytime for the brand. It is proven to be the most effective form of short term-advertising as it is â&#x20AC;&#x153;responsible for 62% of all advertising generated profit in the short term at an ROI of ÂŁ1.73, the highest of any mediaâ&#x20AC;? (Ebiquity and Gain theory, 2017). This means that The Raggedy Man could use this advertising just leading up to events or launches to target their money effectively and guarantee it will still be successful as TV advertising is the most expensive of the three communication forms used.

12 month Journey. The critical path reveals how The Raggedy Man will implement their strategy over the course of a 12 month period. It has been presented like this order for the events and their timings to be very clear to the reader as you are able to identify what communication forms are happening at the same time to ensure its success. By staggering the introduction of various events, such as introducing an independent store at the end of the first year, allows the brand to build up a strong business to consumer relationship online and with promotion. Therefore there will be a more guaranteed success regarding the store launch. Placing the communication strategies at different times throughout the year keeps the brand relevant and not forgotten. This strategy will make sure the brand will receive a steady increase of consumers throughout the year without becoming overlooked.

O Online shop/ Website Brand launch party Social media posts #Warmth4Warmth campaign Billboards and posters TV advertising Press release Charity blog Range in Dover street market Physical store opened The Raggedy Charity

Our Raggedy Future. From the market overview as well as primary and secondary research it can be concluded that The Raggedy Man will be very successful in this market. In order to ensure this success the communication plan will be carried out to increase brand awareness and spread the brand message. Social media will be used to target the younger demographic and extend awareness through the #Warmth4Warmth campaign, billboards will allow a broader demographic to be exposed to the brand, and the TV ads will be used to create hype for the store launch. In the future we hope that The Raggedy Man will continue to grow in regard to our range and take it in the direction Kristen hopes by using more sustainable materials and making a gender neutral line. The brand will also develop further than this. We hope to expand our stores to have multiple in the UK and further expand our charity to help more people across the UK and into Europe. Because at the end of the day, our cause is more important than our clothes. So even in 50 years we hope to continue making a change. One rag at a time.

Appendix 1 - questionnaire results.

Appendix 2 - instagram statistics.

Appendix 3 - Pricing architecture.

Image references. (Some images have been repeated)

Claudia Golland/ Kristen Zhou. The Raggedy Man logo version 1. 2019

Kristen Zhou. The Raggedy Man photoshoot fig 1. 2019. [Accessed 14th May 2019]

Kristen Zhou. The Raggedy Man photoshoot fig 2. 2019. [Accessed 14th May 2019]

Claudia Golland/ Kristen Zhou. The Raggedy charity logo. 2019

Kristen Zhou. The Raggedy Man photoshoot fig 3. 2019. [Accessed 17th May 2019]

Claudia Golland/ Kristen Zhou. The Raggedy Man logo version 2. 2019

Kristen Zhou. The Raggedy Man photoshoot fig 4. 2019. [Accessed 17th May 2019]

Kristen Zhou. The Raggedy Man photoshoot fig 5. 2019. [Accessed 17th May 2019]

WWD, (2018), 2018 Men’s fall collections [ONLINE]. Available at: https://wwd.com/fashion-news/ shows-reviews/gallery/paul-smithmens-fall-11118051/#!36/paul-smithmens-fall-2018-36 [Accessed 25 April 2019].

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