Charlotte Yau | Julia Harvey | Molly McGarry
The Brief Can R.Newbold extend into the European and U.S. market?
Contents Chapter Chapter Chapter Chapter Chapter Chapter Chapter
01 Our Story 02 Key Insights 03 The Rebrand 04 Who? 05 Aesthetic 06 Communication 07 Future
Chapter 01
Our Story
Let the story unfold.
Chapter 02
Key Insights
Pest Analysis
Insight 1
TREND: WORKWEAR ‘Workwear has a nice realness to it. It’s not about jumping on the heritage storyline, it’s about being durable and honest but creating simple stuff that has a charm.’ - Samual Thorpe, designer at UW
Insight 2
CONTEMPORARY MENSWEAR - Steven Vogel
“Brits are forever seeking out little-known Japanese labels for their exclusivity and craftsmanship.” “A Japanese guy will spend half his wages on clothes. A lot of this culture comes from the uncertainty they live with.” - Nigel Cabourn
Insight 3
AUTHENTICITY Attainability and relatability are key to resonating with today’s consumer. Authentic marketing crosses all areas - from in store messaging to advertising. - The Rise of Realism. WGSN 2016
Chapter 03
The Rebrand
Our Aim
The Rebrand To rebrand R. Newbold for a contemporary UK consumer, combining British workwear silhouettes and subtle yet intricate construction techniques learnt from our time in Japan.
UK Consumer Insight
WHY THE UK? ‘ R. Newbold was the first place I spent over £100 on a shirt because I was sold the story behind it, I haven’t heard from them since.’ - Joe, Law Magazine
Britishness now’ ‘56% of the population associate ‘Britain’ with being cultured.’ - The Guardian, 2015
We tell you what really happened.
Derby: R. Newbold is born.
Returns to the UK with a new perspective, showing what they’ve learnt and their unique story.
Began to sell in the UK.
Begin to incorporate what they’ve learnt from other cultures.
Moved to Japan.
Begin to appreciate other cultures style, continue with British workwear.
Our Core
Values
Vision
To demonste our cultural understanding.
Remain true to our story. To produce quality, exquisitely constructed designs.
Position
Luxury highstreet.
Assets
Our relationship with Paul Smith. Our history with workwear. Our relationship with Japan.
Manifesto
Born in Britain, raised in Japan.
Beliefs
Remain rooted to our story and journey.
Look
Design led. Timeless British cuts. Japanese frabrications.
Voice
Contemporary cool, well informed, cultured, sharp, refined with a sense of humour.
Behaviour
Paul Smith’s, cooler, younger brother. One who has grown up and learnt from his experiences.
Born in Britain
Raised in Japan
Positioning
Chapter 04
who?
Muse 1
Gene Chui - Penfield
‘Brands who visibly show a love for their product and want to achieve something opposed to fast fashion and a focus on turnover - something you’re proud to wear.’ ‘Quality in product, well-made, lasting garments, not trend lend, items which can be worn for a lifetime opposed to thrown away after a season.’ Favoured Brands; Aesop, COS, Our Legacy, Norse Projects, Penfield.
Muse 2
Robin Hughs - Universal Works
“The story is the most important thing that relates to the brand.” “Never underestimate the consumer’s intelligence, people are smart and are switched on now when you’re marketing and selling to them. So, if you want to create something successful then you need to be really honest with them and have straight marketing.”
Muse 3
Will King - Graphic Design
“I have a shirt from an old Goodhood x R. Newbold collaboration (bought about 6 years ago and still one of my favourites) but I haven’t heard from the brand since.” “One thing I really like about shopping in the flesh is that I get to see fabric and construction much better.”
‘There are a few of us ‘nonindustry’ people who have encountered Japanese menswear firsthand, but for some reason many of us harbour a complete unyielding obsession with brands from Japan.’ - Contemporary Menswear
Chapter 05
Aesthetic The Shibui Effect: The balance of simplicity and complexity and the balance of Britain and Japan.
Design
Inspirations
Button logo
LABELs
An updated colour palette reflects our values. Keeping navy keeps an element of our roots. A vibrant yellow shows our personality.
Product
Indigo Denim
Donkey Jacket
Katagami
The Campaign
The Evolution
How will we communicate with our consumer?
Tone of Voice
SWOT TESTING
Recognising Threats Existing solely of as bricks and mortar is becoming increasingly difficult as the consumer pot is shrinking.
Chapter 06
Communication
The Route to Our Consumer
Integrated Communication Platforms
consumer tracking
Nick Carter
Occupation: Graphic Design Brands: Oliver Spencer, Universal Works, Folk Social Platforms: Instagram, Twitter and Facebook
PRESS COVERAGE
Advertorials
Communication
Retail space Using iBeacon
The most successful are now the ones who have integrated all aspects of their business to fit the digital field while still offering an outstanding experience.
CO-WORKING
RETAIL SPACE
Brand Book
Brand Book
Chapter 07
FUture Ventures
Possible Collaborations
The Future
Distribution End. Clothing
Timeline... June 2016
Social Channels launch, create a body of content. Get brand advocates to promote - High Snobiety.
Aug 2016
Begin a countdown to launch of online and physical stores.
Oct 2016
Launch of Nottingham store (help of Paul Smith’s contacts) coinside with Tokyo Fashion Week.
Nov 2016
Promotional conent sent through to new customers.
Jan 2017
Advertorials, maintain social platforms.
March 2017
Launch accessories exclusive to End Clothing, around fashion weeks.