sub brand presentation AMFI 2013 Minor Denim Levi’s Group Haegeon Kang, Niels Kerkhof Fanny Klumper, Marcella Mooij, and Moniek Overmars
concept
Product
Brand
concept
Product
Brand
1. identity 2. trends 3. market
concept
4. position in levi’s
concept
1. identity 2. trends 3. market
concept
4. position in levi’s
identity concept line
UniForm is levi’s pioneering sub brand that celebrates the brand’s origins by evolving the classic workwear uniform
identity name
“Uni” (one) “Form” (shape) Uniform meaning tenue Uniform meaning equal
identity inspiration
identity vision
UniForm is the embodiment of the energy and events of this time, inspiring people to ‘Go Forth’.
identity core values
Uniform Equally empathizing with both sexes
concept core values
pioneering being original by venturing forward
concept core values
positivity
driven by courage, freshness and lightness
1. identity 2. trends 3. market
concept
4. position in levi’s
trends mainstream trend
Vintage workwear
trends street pioneers
Oversized silhouette Cropped pants Ton sur ton denim Geometric shapes
1.
trends follow group
Early adopters who part from wearing the vintage look and pursue a fresh and modern way to wear their denim.
1. identity 2. trends 3. market
concept
4. position in levi’s
market competitor research High price RED Denham
LVC
Acne
A.P.C
G-Star
Made & Crafted
Carhartt
Traditional design
Pioneering design
COS
Levi’s brands Clean look Elaborate look
UniForm
Red Tab
Low price
market research conclusion
UniForm incorporates the Levi’s brand heritage in a modern, clean and fresh way.
market MANIFESTO
UniForm
will always
1. identity 2. trends 3. market
concept
4. position in levi’s
position in levi’s levi’s triangle
RED LVC Made & Crafted
UniForm Red Tab
position in levi’s made & Crafted VS Uni Form
Price point Consumer Style Look and feel
Made & Crafted Mid-high segment Trend Following Modern Vintage inspired, freespirited, light hearted and colorful
UniForm Mid-high segment Trend Setting Progressive Sophisticated, fashion forward, clean, fresh and cool
concept
Product
Brand
1. inspiration 2. design 3. merchandise
product
4. alternative route
1. inspiration 2. design 3. merchandise
product
4. alternative route
inspiration Levi’s uniform
inspiration Levi’s design details
Large visible stitched label
Corner bartacks instead of rivets
Pointed pockets convergent seams
Hidden rivets
Stitch detail fly
Small S.P.I
inspiration seasonal inspiration
Boxy look Gradients Color blocking 50’s silhouette Ton sur Ton denim
1. inspiration 2. design 3. merchandise
product
4. alternative route
design seasonal focus
Outsized Proportions Natural Gradient Ton sur Ton Nuances
design women’s silhouette
Outsized proportions Voluminous Clean lines Triangle silhouette
design men’s silhouette
Outsized proportions Voluminous Clean lines Square silhouette
design virtual prototype
http://www.youtube.com/watch?v=IcfRLj1k49M&feature=youtu.be
INSIDE front
BOTTOMS chain stitch seam chain stitch binding
design interior
QR code printed
i
LABELING JACKETS
OUTSIDE
INSIDE
BACK WAISTBAND
BOTTOMS
binding 38
bartacks seam zijl fabric
chain stitch seam
WIDE
PRINTED
CROPPED
chain stitch binding
PRINTED
feldseam
LABELING T-SHIRTS OUTSIDE
INSIDE front
BOTTOMS chain stitch seam chain stitch binding
INSIDE
38
bartacks
T- S H I RT
W I D E
NECK
PRINTED
QR code printed
binding i
LABELING JACKETS
OUTSIDE
INSIDE
binding
design seasonal design details
Ton sur Ton stitching Cinch inspired beltloops Small S.P.I
design UNIFORM design DETAILs
Smart phone pocket Inside binding Corner bartacks Chainstitched arcuate
design QR-code
design branding and labeling
Label Arcuate shaped white label with UniForm logo
Leather patch White leather Lasered logo
Buttons Gunmetal buttons with lasered arcuate
Fabrics Denim Jersey
1. inspiration 2. design 3. merchandise
product
4. alternative route
merchandise deliveries
NEVER OUT OF STOCK
SKY BLUE DENIM
DELIVERY 1 FEBRUARI Color Block
COLOR BLOCK DENIM
RAW DENIM
WHITE BAMBOO JERSEY
SKY BLUE BAMBOO JERSEY
merchandise deliveries
NEVER OUT OF STOCK
SKY BLUE DENIM
RAW DENIM
WHITE BAMBOO JERSEY
SKY BLUE BAMBOO JERSEY
DELIVERY 2 APRIL GRADIENT
EBB AND FLOW DENIM
DEEP SEA BLUE BAMBOO JERSEY
LIGHT STONE GREY BAMBOO JERSEY
SAND GRADIENT BAMBOO JERSEY
WHITE BLUE OMBRE BAMBOO JERSEY
merchandise deliveries
NEVER OUT OF STOCK
SKY BLUE DENIM
DELIVERY 3 JUNE CLOUDY BLEACH
EBB AND FLOW DENIM
RAW DENIM
WHITE BAMBOO JERSEY
SKY BLUE BAMBOO JERSEY
merchandise collection MEN’S DELIVERY 1
DELIVERY 1 FEBRUARY
merchandise collection MEN’S DELIVERY 2
DELIVERY 2 april
merchandise collection
MEN’S DELIVERY 3
DELIVERY 3 june
merchandise collection WOMEN’S DELIVERY 1
DELIVERY 1 FEBRUARY
merchandise collection
WOMEN’S DELIVERY 2
DELIVERY 2 april
merchandise collection
WOMEN’S DELIVERY 3
DELIVERY 3 june
merchandise range plan
deliveries
merchandise range plan
man vs women
top vs bottom
pieces
merchandise average price
price â‚Ź
merchandise price breakdown
Total production 45200
Effectiveness 452
Profit 48%
Shorts Ebb and Flow
Wide Cropped Raw
volume 650 FOB € 25 Profit Margin 52% Mark up 2.5 Retail price € 129.50
volume 650 FOB € 27 Profit Margin 54% Mark up 2.5 Retail price € 129.50
M1P003-103
W1P002-105
merchandise DISTRIBUTION
Selected Levi’s stores Online Multi-brand stores Department stores
1. inspiration 2. design 3. merchandise
product
4. alternative route
alternative route
Organic Cotton
Open end spun
Natural indigo dye
Recycle process
Paper recycled buttons
Raw Jeans
alternative route
ZERO WASTE PATTERN
concept
NANO TECHNOLOGY FINISHING
concept
Product
Brand
1. visual identity 2. packaging 3. communication
brand
4. film
1. visual identity 2. packaging 3. communication
product
4. film
brand visual identity
UniForM’S
VISUAL ID Will always
brand visual identity
Framing Zooming in Focus on details Layering Personalization Fresh depht Cropping Cut the blur
1. visual identity 2. packaging 3. communication
brand
4. film
brand packaging
Paper bag Recycled paper Carries small items Cardboard box Recycled paper Carries jeans Tote bag Can be worn 3 ways Carries special items
1. visual identity 2. packaging 3. retail
brand
4. film
brand
1. visual identity 2. packaging 3. retail
brand
4.communication
brand connunication
lookbook
brand connunication
collection book
brand connunication
thank you for listening AMFI 2013 Minor Denim Levi’s Group Haegeon Kang, Niels Kerkhof Fanny Klumper, Marcella Mooij, and Moniek Overmars