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portfolio. 2016

EVA CANGAROVA S U S TA I N A B L E F A S H I O N D T 1 5 i n t


TOOLS & SKills 1

MEATPACKING Disctrict https://vimeo.com/151017482

trends & culture.

The original purpose of The Meatpacking District was to collect all the steps of the meat industry in only one place in the city, here in Vesterbro. However time is changing and so is Kodbyen. Here is a short movie about its evolution and how it’s turning into a creative cluster full of galleries, small architecture firms and exhibition halls.


TOOLS & SKILLS 3

SPIDERGRAM

SWOT - TOWS

the company.

BOSTON MODEL


product. The core product is a bag with a focus on the quality and the design. Branding shows as her name on each bag and her designs are very unique offered in different shapes and colours. The most famous collection is called Falabella. price. The limited edition is more expensive, however the basics one always has the same price. It is considered a high-end brand, but Stella is trying to keep the prices lower than her competitors. She also uses skim- ming price when she launches a bag from a limited edition. promotion. Stella collaborates with artists, famous people etc. and she focuses a lot of the advertisement and PR. place. There is a website and a lot of different stores, that are located at the fashion streets and only in bigger cities. She is using a direct distribution. The intensity is narrow.

the company.

TOOLS & SKILLS 3


stella mccartney. expresses an innocent archetype through her collection of pas-

the company.

tel colored floral garmets, but at the the same time straight shapes to emphasise success and strong values. Even her commercials picture slight, yet innocent nudity with no sexual content and natural spaces. She supports campaigns against breast cancer, cares about animal welfare and environment and she collaborates with 19 organizations related to charity. That is why she is also specified as a caregiver. A strong part of her brand idendity is also being sage.


TOOLS & SKILLS 4 S: Size & Profit Potential

In 2050, in Europe and countries like Canada, Russia and China, people aged 60+ will be more than 30% - good economy in this area.

M: Chance of Success

Women are more concerned about food safety than man, and people think locally made food is safe to eat. Only 30% believe, organic food can make food safe, so costumers still need to be educated.

U: Costs

If Whole Foods wants to open new stores in the rest of the world, organic agricultural land is necessary. Oceania, Europe, China and Brazil have the most organic agricultural land, but the manufacturing costs in South Europe, Brazil and Australia are expensive.

K: Competition

target groups.

Australia already has a lot of organic brands, that is why we should focus on Europe, China and Brazil and do some further research in these areas.


TOOLS & SKILLS 5

mood board.

note: scanned printed version


appreciation of space.

Minimalistic lifestyle and design has been becoming more and more popular lately. It is not just the things we design or produce, it is also a way of living. Getting rid of things we do not need, not storing unnecessary belongings and appreciating the space. I personally totally agree with this definition of “minimalism�.

All the mentioned key words such as minimalism, reductivism and control were one of the main leaders of my brainstorm and since I focus on jewellery design, I decided to find the materials, that would suit this kind of mood. I have chosen mainly plain metals like rose gold and cold combined with black semi-precious crystal onyx and wonderful marble. I have searched for a meaning of marble as a crystal and what kind of power it has and I have found three main characteristics that interest me the most. They are clarity, determined way of living and common sense. All these characteristics are supposedly improved while wearing any marble products. The dominant color is white, black, grey and a simple repetitive marble pattern. None of the pictures and aspects are perfect, you can see imperfect shapes and lines, but they still create a very clear and non-distractive image together. The moon phases are connected to the crystal meaning as some kind of spiritual thinking (for the ones who believe in power of stones).

mood board.

I have inspired myself by minimalistic way of life and while creating the mood board for my upcoming jewellery designs, I have been thinking of a customer, who will also appreciate the simple design with clean lines, simple metallic colors and rocks/crystals. I have been searching the right keywords to keep on the right track.


DT. 1st TERM PROJECT

A sustainable consumer always considers his needs and his desires. He buys clothes if he needs it - not necessarily second-hand clothes, but he is conscious about the materials, quality and production, long-lasting usage and also the environment. A sustainable consumer is not a fanatic person. For him, being environmentally friendly is natural.

research.

sustainable consumer.


DT. 1st TERM PROJECT Our idea is to place a box, approx. 3,5 m high, in H&M stores, which will look exactly like the garments collecting boxes. The box would have an entrance and customers could go inside, where they find information about the process of collected clothes along with an actual garment collecting box. In the first week, there would be an employee standing there, answering questions regarding the box and its purpose and also controlling. Speakers in stores would inform the customers about sustainability and the concept of the big box. We would reach not only our target group, but everyone else shopping in H&M.

target group.

All H&M’s customers, but mostly the ones aged between 15 and 30.

screening.

We asked people a question in a VoxPop: “Imagine you’re shopping, when suddenly, the music stops and someone starts talking in the speakers. How would you react?”

product dimensions of the concept.

We want our target group to be more sustainable by informing them about the boxes and their ‘meaning’.

validation.

After asking people, whether they would start listening to the voice over in the stores, we found out that most of them would notice. One respondent mentioned, she would pay more attention, if it was a celebrity.

concept development.

idea.


DT. 1st TERM PROJECT Materials

Submaterials

Quantity

Unit price

Total price

Development

Planning

Planning

1

5,000

5,000

Design Process

Posters

1

10,000

10,000

Small boxes

1

10,000

10,000

Huge boxes

1

5,000

5,000

Tote bag

1

5,000

5,000

Brochures

1

5,000

5,000

Speakers

Text

1

2,000

2,000

Recording

1

3,000

3,000

Voice

1

500

500

Market test

Customer surveys

1

70,000

70,000

Technical analysis

1

2,000

2,000

Staff training

Staff training

1

100,000

100,000

Production

Huge posters

204

30

6,120

Small posters

300

10

3,000

Tote bags

25,500

10

255,000

Brochures

50,000

5

250,000

Small boxes

204

30

6,120

Huge boxes

51

800

40,800

T-shirts

3,000

70

210,000

Advertising

Magazines

Elle(2 pages)

1

80,000

80,000

Q (2 pages)

1

55,000

55,000

Femina(1 page)

1

55,000

55,000

Mama.dk(3 months)

1

12,500

12,500

In stores(Launch)

Candy

5,000

1

5,000

Posters

204

10

2,040

On H&M website

1

0

0

Social medias

2

0

0

Renting system

Pregnant woman

Basic package

3,060

100

306,000

Self-selected package

1,020

100

102,000

New born

New born package

3,060

100

306,000

Babies

Baby girl package

3,060

100

306,000

Baby boy package

3,060

100

306,000

1

20,000

20,000

Unexpected costs

SUM

2,544,080

business.

Elements

BUDGET


DT. 1st TERM PROJECT

mood board.

based on natural motives (mushroom, greens, trees and other natural materials) to emphasize the sustainable idea and ecological concept

rorschach method silhouettes.

inspired by kale leaves

geometric cut-outs

prototype development.

inspired by a tree - furthermore created fringes idea


DOGME 1 paper draping

manifold sketches. inpired by natural elements from the mood board

DOGME 2 partial draping

DOGME 3 fabric draping (jersey, tulle)

color story. following the same colors like the mood board

prototype development.

DT. 1st TERM PROJECT


color card.

We have been through a long process trying and deciding, which shapes and colors would be the best for our two prototypes (a shirt for H&M stuff and a t-shirt for pregnant woman) and at the end we have come to the following final designs. We have to consider the practical usage of the garments.

final H&M exhibition stand.

t-shirt

shirt

prototype development.

material card.

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