SHEER TRIP BRAND STATEMENT
BRAND STATMENT Sheer Trip the label was founded in 2017 with a vision of bringing funky colourful clothing to festivals around the world. All the items are 100% designed and produced by skilled UK craftsmen ensuring everything is made with lots of love. These aren’t just any clothes you can find on the high street. We want to offer you an alternative place to spend your money. Every piece you buy from us is totally unique and our specialist screen printers mix high-quality colours to create totally individual pieces every time. You’ll feel amazing in everything you buy from us. Be a part of the spark of psychedelia that is Sheer Trip.
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BRAND PHILOSOPHY Ever had the problem when you go to a festival and see everyone dressed in the same high street - fast fashion festival clothes? Ever wished you could be totally different from the crowd? Fear not young soul, Sheer Trip is here to save the day and your wish is our command. I founded Sheer Trip in 2017 when I became tired of seeing the same old boring festival clothing and wanted to bring explosive colours and patterns to every girl’s festival wardrobe - whilst simultaneously giving a unique style to every outfit. Sheer Trip’s ambition is to bring trippy Op-Art inspired patterns teamed with layered fabrics to the elite festival goers of the UK. With each design being totally different, whether that be through a mixture of colour to the layering of patterns, it allows you to be totally unique and never have to worry about wearing the same boring clothes as everyone else. The Professional UK based screen printers work with the best-coloured dyes; to create a trippy colour mixture that’s different every time. Sheer trip also offers the opportunity to produce bespoke colour mixes. With our clients requesting complementing colour mixes e.g. pink and blue. We can produce colour creations that are specific to you. As well as our original collection, we also offer our designs in a variety of colour options - on request. This allows our customer to adapt the colour options to best suit their own preferences. Always allowing them to be totally individual. With interchangeable Co-Ords, Sheer Trip clothing allows you to mix and match for ultimate festival diversity. Meaning that customers can cut down their festival wardrobe and worry less about their outfits, giving more time to dance and party. The use of optical illusion art within my work was initially inspired by looking at festival culture. With festivals such as Woodstock being the true birthplace of the pshycadelic pattern and print. I wanted to develop this idea into a more relatable culture for the youth of today. I did this by looking at the iconic rave culture of the 90s. The use of hallucinogenics at raves sent many teens into a ‘trip’ with some experiencing amazing visual patterns. I wanted to bring these patterns into a more modern day-rave environment whilst also strongly discouraging the use of drugs. Bridget Riley was the obvious point of call for Op-Art pattern reference. Her use of dynamic patterns in a semi impressionistic manor captures the trippy, wavy hallucinations ravers were feeling in the 90s. Being at a rave or a festival for me and many others is all about having fun with your friends whilst still achieving a festival look that is personal to your own style. Sheer Trip will achieve this through our branding photographs. By reaching out to our target market, Sheer Trip has made its clothes look desirable, cool and not only sold the garments themselves but also sold a festival lifestyle. The girls in the photographs look edgy and their lifestyle looks desirable.
PROMOTIONAL BUDGET With my projected revenue for the first year set at £50.000, I will use 10% of this for promotional activities. My brand is intended for 18-25-year-olds who avidly go to festivals every summer. Firstly, £3,000 of the budget will be spent setting up a festival stall and travelling around a variety of UK festivals selling merchandise. Whilst at the festival we would then invite potential customers over to have a photo in our selfie booth. We would also set up a glitter stall where girls can get glitter makeup done for free. This then entices girls into the stall and builds a community for our customers. We could then use the images of customers in our clothing from the photo booth on our website and social media accounts. £500 will then be spent on campaign images that can then be used on social media sights such as Twitter, Instagram and Facebook to promote the brand. With a catchy tagline like #SheerTrippin, this can then encourage the buyers of the clothes to send in pictures of them wearing our clothing so we can repost them. A further £500 will be used to pay influencers to wear Sheer Trip clothes to get the brand out there and seen more widely on social media. Finally, £1,000 will be spent on bus stop billboards near Universities to catch the eye of the brand’s target market.
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TARGET MARKET Sheer Trips target customers are young women, between the ages of 18 to 25 years of age, who enjoy travelling and festival life. These women are typically sick of wearing generic items of clothing that are sold on the high street and are looking for a pop of colour and pattern to help them stand out from the crowd whilst also paying reasonable prices. Competitors include brands such as Rosa Bloom, Easy Tiger, Hissy Fit and Shop Fluffy. These brands offer bright and fun festival clothing. By using social media platforms such as Twitter, Instagram and Facebook these brands find it easy to connect instantly with their customers by answering queries or even reposting consumer photos. This technique helps the customer establish personal connections to the brand and helps them feel a part of a community of like-minded individuals. The competitor Rosa Bloom travel to various festivals around the UK setting up stalls and selling their merchandise. Connecting to their target market at the source is key to the brand’s productivity and selling. Sheer Trip will take this concept and provide a similar service to its customers. With more variety of clothing than Rosa Bloom at a lower price point, I hope to drive customers away from their festival stalls and towards Sheer Trips. Rather than just generic sequins and tassels most brands have to offer, Sheer Trip offers a wide range of colour and the added benefit to swap colour’s. This allows us to offer a USP like no other.
COSTINGS Here is a list of costings for my garment. The total represents how much it would cost to buy materials, cut and produce the pants. Unique printing methods used within this production means more man hours spent on the garment and more labour costs. This is justifiable within my work as each item of clothing is printed with individual pigmentation unlike my competitors. Within the production of my organza / knitted jersey pants the cost of thread has increased from my original estimate as I have overclocked raw edges of fabric as well as top stitching and French seaming so my seam allowance is not noticeable within my design. Elastic was used at the waistband for my pants to join together the jearsy and organza.This is to provide a better overall fit for the customer. Whilst on the 4 thread over locker I the elastic waistband, knickers and trousers through together to join them whilst still providing stretch for the fabric. These finishes make my garment more secure and durable over other, similar products from competitors. With my target market being young adults around 18-25 years old I hope to keep a reasonable Recommended Retail Price as it makes the brand Sheer Trip more accessible and more desirable to the students who will be wearing the clothes.
AMBERS STORY “ Hi my names Amber and I’m 21 years old. I love Sheer Trip because it allows me to express myself creatively and col-
ourfully whilst being able to pair the outfits with my own clothing and accessories effortlessly. The brands amazing patterns and gorgeous materials allow me to be individual on campsites around the world! People are constantly asking me where my Sheer Trip clothes are from. My first purchase from Sheer Trip was a pair of pink organza pants with matching pink and blue printed high leg knickers. These pants were a perfect mix of cute and sassy and represent my bubbly personality to a tea. For me Sheer Trip doesn’t just offer amazing garments, it offers me a community that are interested in similar things like having fun, making friends and listening to good music. Being in the Sheer Trip festival tent allows me to make these friends and share stories as well as taking amazing selfies once I’ve got my glitter makeup done. I cant wait to buy more sheer trip clothing to show off
around the festival campsite!”
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THE SELFIE STORY
#SHEERTRIPPIN
THE SELFIE STORY