Lazy Oaf

lazy oaf

contents

1. title page 2. graphic 3. contents 4. history 5. mission statement 6. components 7. attributes/distinctiveness/novelty 8. strap-line 9. brand personality mood-board 10. customer profile 11. brand onion 12. brand prism 13. pestle 14. pestle main factors 15. brand repositioning 16. swot analysis

history

Lazy Oaf is a London based fashion label designing womenswear, menswear and accessory collections featuring bold colours and graphic prints.

Illustrator and designer Gemma Shiel, 37, is the creative mastermind behind independent British street wear label Lazy Oaf. Founding the brand straight out of University in 2001, Gemma has taken Lazy Oaf from a stall in Spitalfields and hand printing t-shirts in her Dad’s garage, to a flagship boutique in London’s Soho, a hugely successful web store and over 250 stockists worldwide - having grown the company with no outside investment.

mission statement Lazy Oaf focuses on driving irreverence into everything it does - creating pieces that play on the brand’s warped sense of humour. Gemma Shiel’s attitude of poking fun and not taking anything too seriously is carried through the whole design ethos, continually inspired by youth nostalgia, teenage rebellion and a sense of apathy towards conforming to the norm. Â

competitors

high quality

palace doc martens stussy vans dickies

lazy oaf the ragged priest crooked tongues urban outfitters

low price

asos

monki topshop

new look

primark

low quality

high price

attributes lazy focuses specifically on not taking life too seriously. Customers shop here because they incorporate innovative ideas whilst keeping an appealing street edge. The brand targets late teens to mid 20’s and appeals to people interested in experimenting with the latest trends.

distinctiveness

novelty

They are animal Shiel definitely has the friendly (peta unique ability to keep approved) and aim to things interesting minimise their impact within her brand. By on the planet. e.g. using a light hearted, they launched a fully apathetic sense of vegan shoe in humour she brings something niche to the collaboration with dr.

Martens [2019]. They fashion industry unlike have ongoing any other brand. collaborations with the whale and dolphin conservation. They offer vegan-friendly food at all lazy oaf events.

strap-line

"keep it weird�

mood-board

customer profile Ella is a 20 year old second year student who wants to stand out. She has a sense of humour and doesn’t take herself too seriously. She doesn’t mind occasionally splurging on a more expensive item because she knows that the quality of the clothing lives up to what she pays for. Her fashion sense is much more unique than high-street.

brand onion

action collaboration with other brands

unique designs

personality bold

humour playful

apathetic towards conforming to the norm

values lighthearted

environmentally aware

irreverent

animal friendly

essence innovative

experimental original

unisex

brand prism physique up-market mid - highly priced long-lasting

relationship good quality& matching prices Many collaborations With other popular brands

reflection suitable for street style, casual wear unisex niche, unique

personality humour bold irreverent light-hearted

culture london- based offer international shipping

self-image unique inclusive ethical

political

economic

social

exchange rates

social attitudes

stability of currency

fashion trends celebrity influence

political uncertainty

inflation & interest rates

technological

legal

environmental

health & safety standards

laws against pollution

brexit Potential trading partners

new media new technologies technical awareness

trade barriers employment copyrighting

attitudes to environment, sustainability, veganism etc

climate change, weather etc recycling & waste management attitudes to maintaining a ‘green’ planet

political

main PESTLE factors

Since Lazy is a London based brand, the political uncertainty at this time could contribute to the brand’s potential to expand.

Things like Brexit would mean Lazy Oaf would have to conform to the UK’s new international shipping laws since we will no longer be bound to the EU. This will most likely hinder the progression of the brand since it may cause Lazy Oaf to be less accessible to worldwide consumers.

Similarly, since Lazy Oaf often relies on collaborations with other brands, the uncertainty of UK politics may affect opportunities of working with new partners, depending on their location.

social

In my opinion, social attitudes could have a big affect on Lazy Oaf as a brand. They rely a lot on social media to advertise and target young adults so it’s hard to predict what could happen in the future with this. The media could be beneficial to the brand (e.g. a new app could be designed to advertise upcoming companies) or consumers could go back to shopping in store which would affect sales for them because they currently only have 2 stores in London therefore physical accessibility to stores is limited . Another social factor is environmental attitudes (e.g. veganism, being ‘green’, sustainability - using organic cotton etc). Lazy Oaf currently focus on minimising their impact on the planet, they limit harm to animals and they prioritise their ethics concerning the supply chain. As consumers are made even more aware of environmental problems and as people start to act on this more, Lazy Oaf may have to make more of an effort to live up to these expectations. Perhaps they may have to completely cut out use of unsustainable cotton and use of animals etc.

brand repositioning If I was to alter the strategic direction of lazy oaf I would lower the pricing as I feel, as good as the quality is, it is slightly overpriced. Ideally, I would also expand the range of people the apparel might appeal to. This would heighten the quality of product because it would get more interest from a larger diversity of consumers.

I would do this by adding a more sophisticated mature range.

high quality

palace doc martens stussy

lazy oaf

the ragged priest crooked tongues urban outfitters

low price

asos

vans dickies

monki topshop

new look

primark

low quality

high price

weaknesses

unique

high prices

graphics social media fashion films

collaborations

strengths

quality

limited access to shops niche style not 100% sustainable

sw ot

opportunities

threats

more people starting to experiment with fashion

competitors specific target audience

social media popularity product scope

changing styles political uncertainty

executive summary

lazy oaf is a London based fashion brand founded in 2001 by Gemma Shiel (37) straight after she graduated uni. Her signature is incorporating a warped sense of humour into stylish, bold pieces of clothing. The company started off small however is now getting involved with collaborations with well known brands such as Dr.Martens, Mr Men etc. These collabs are acting as a catalyst to the company's success and Shiel now has a highly successful web store, 2 boutiques in London and over 250 stock lists worldwide. The target audience is fashion-conscious young adults who want to stand out and aren’t afraid to experiment with the latest trends. Their style is more unique than high-street and they would probably shop here to find an adventurous, statement piece to an outfit. Although not 100% sustainable and ethical, they are making a conscious effort to improve this about the company and are forever coming up with new ideas e.g. their vegan shoe with Dr. Martens and their ongoing collaboration with the whale and dolphin conservation.