Haegeon denim uniform ppt

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