Lost Notes LAU RA G I DDY S TA G E 3 M A RKET I N G - DI G I TA L CU LTU RE
Contents 4 Contents - Moodboard
6 Trend Research - Target Market
8 Positioning - Competitors
10 Brand Identity - Product Rationale
12 Product Range
14 Top Sellers
16 Marketing Goals
18 Product Range
20 Top Sellers
22 Marketing Goals
24 Marketing Goals
Lost Notes Denim
Concept MA DE W ITH L OVE A ND LY RI CS ...so
comes
the
combination
of
two
moments:
an
idea to bring emotion into the every-day garments we wear and allow people to take the words and lyrics
and
feelings
that
mean
so
much
to
them,
and wear it on their sleeve, literally.
The concept of Lost Notes Denim is to take high quality, classic shaped secondhand denim and bring it to life, infusing it with emotion by connecting it to another aspect of people’s lives that is intrinsically emotive - music. Custom
nylon
musicians
in
faux ‘care’ labels the
genres
of
will
be
printed
with
indie/rock/alternative/folk.
the This
lyrics
of
creates
a
songs
from
concise
Australian
target
market
and ties all of the garments together. These labels will then be attached to the garments in prominent locations - in contrast to traditional care labels which are tucked into inner seams, these will be proud declarations of musical sentiments that the wearer strongly resonates with. The brand will collaborate with the musicians featured to ensure that the project is adequately compensating artists for their intellectual and emotional property - but hopefully they will see this as an opportunity for their listeners to take the music with them in a whole new way and merge the two art forms. Fashion can sometimes be seen as throwaway, just tossing on a pair of jeans and walking out the door, yet some people place a lot of emotional weight on the clothes they wear and develop sentimental attachment to their clothing. The aim of Lost Notes Denim is to outline
the
narrative
of
sentimentality
from
the
beginning
of
a
garment’s
lifecycle
with
a
particular wearer, whilst also acknowledging that each garment we sell has already had a story, and is tied into a much larger web of human experience.
-05
MOODBOARD
Lost Notes Denim
Lost Notes Denim
Market/Trend Research
ITo
further
develop
the
to
combine
song
lyrics
pieces
that
were
sentimental
original
more
value,
with
idea, denim
personal
WGSN
which and
and
Trend
was create
but
this
values
was
of
found
to
timelessness
be
and
research
and
influenced and easily aged by a particular trend or
Taking
note
the
WGSN’s
Denim
garments
with
into
varying
techniques
as
trends
as
the well
they
are
the
song
used
the
being
importance
lyrics.
embellish
Research
and
associated of
to
and
“subtly
was
their
done
movements
WGSN
evolving
the
popularity,
fashion
with.
identified
core
ranges
reclaimed
products
Application
&
(2020).
a
&
as
The
Bone
external
fresh
Technique:
report Rag
into
patchwork
&
that
(2019)
[recycle] in
Graphics
additionally
collection
to
iterations
site
way
S/S
reported
utilised which
their
care
21 on
labels
appealed
as
an avenue through which the brand could achieve a
crisp
laser
typographic
printing,
which
streetwear
trend
more
grunge
DIY,
element was
waves. styles
without
closely
Research of
the
tied was
garment
use
to done
of
edgier into
customisation
point
Concepts
focus
second-life
more
including the
both
brand
create
its
will
repair use
garments,
curated
from
on
vintage
Edited
on
and solely
from
This
similarly
growing
demand
will values,
craftsmanship”
secondhand
sourcing
in
report,
this
garment
remodel
outlets
alternatives” (see below).
21/22
shifting...
resale
wholesalers.
described
A/W
put
denim
a
Trend
action
are
of
as
the
priorities
of
graphics
of
“consumer
with detail” and pointed to loose label application #themundane
garments
that can be refreshed easily without being heavily
The main aspect of the brand to be developed was application
of
brand
more
style, such as the punk movement.
of
creation
to
held
assessment of the market was undertaken.
method
conflicting
denim
to
a
combination
and
secondhand
follows for
advice
“eco-friendly
Target Market
-07
The Lost Notes brand will focus on a target market made up of customers of all genders, between the ages of 20-35, typically working in creative, trade, or non-corporate industries and living in metropolitan and suburban areas of Australian cities. What will define the target group will be their behavioural and psychographic characteristics, a primary one being that they are heavily interested in music, specifically genres of rock, alternative, indie, and folk. The target market is similar to the typical ‘Triple J’ listener in age and belief systems, placing high value in live music and the importance of the local music industry - “live music injects over $1.2 billion into the Australian economy annually” (Music Australia, 2015), indicating that this is a market worthwhile in tapping into from a fashion crossover perspective. In 2015 a survey was conducted amongst 1520 year olds that found 72% were “willing to pay more for products... that come from companies who are committed to positive social and environmental impact” (Nielsen) - those respondents would now fall into the target age bracket of 20-25 years, showing the extreme importance of sustainability to the brand’s operations in order for success.
Lost Notes Denim
Positioning Map
This is a positioning map determining where the brand would sit amongst identified competitors, focussing primarily on other Australian denim brands or outlets to purchase secondhand denim or denim with sustainable attributes.
COMPETITORS Lost
Notes
brands to
Denim
that
the
be
similar
market.
outlets
competing
products
This
selling
made
will
offer
includes
secondhand
denim,
as
avenues
for
customised
pieces
well
as
musically-oriented
values
brands
and
current
to
would
and
sustainably
identifying
consumers that
with
and
demographic
to
that
In
researching
customised
online,
one
of
is
Etsy,
a
on
the
and
Almost
5,000
the
search:
‘customised
the
vary
brand hopes to capture.
from
creative
As seen in the positioning map - Lost Notes’
whole
is
competitors
many
individuals
Assembly Etsy
Label,
sellers,
From
this
will
Nobody
be
Rolla’s,
and list,
Neuw,
Re/Done,
individual
secondhand
charity
primary
competitors
the
analysed
Denim,
are
Re/Done,
stores.
Etsy
that
sellers,
and charity stores.
RE/DONE: Re/Done
is
an
brand
that
Levi’s
jeans
brand’s
identity
sources
its
status
the
longevity
fabric.
and
the
denim
upcycles
strength
is
personality value
processes
involved
in
the
garment,
enabling
Re/Done
based
are
strength have
an
often
are
creation to
of
each
charge
the
weaknesses item the that
is
for
that
available,
exclusive
they
point
consumers
each
which
reputation
customers
product price
are
can
may that
whilst of
easily
were be align
one
needs. the
Another is and
out
anti-fast fashion values of the brand.
of
the
the
many
target
market
personalised price
is
in
that of
direct
is
customers
choice
and
contact
with
to
arrange
specifically also
a
to
weakness, choices
has
small
capacity
very
a
their
with
their
pieces
broad
source jeans,
as and for
and
of
of
well
as
is
the
that
to
required
is in
well-fitting
additional
customised outcome is desired.
time
the of
considering
donations
downside
or
is variety
wide,
to
denim,
This
competition
quality,
turn
themselves
option,
investment
high as
it as-is.
The
may
secondhand
them
sources
source
time
own
available
receive.
this
customers
customising
affordable
miss
for
the
swamped
that
wearing
denim
the
avenue
either
shops
sustainable,
for
sellers
this
is
only
sourcing
the
the
as
Notes,
CHARITY STORES:
means
reach
Lost
array
get
is
However
seller
benefit
Additionally,
to
customer
does
on
a
platform
tailored
brand,
of
with
only
as
mid-range
that
the
after. out
style,
Brand
to
completely
for
product
most
$400-$700.
and
a
and
of
from
denim
at
creators,
simply
ranging
the
results
online
enormous
a
the
this
able
denim
details
2020).
marketplace
to
brands,
relatively high prices that it does, with a pair jeans
of
production.
it
for
point, Etsy is one of the main resources. The
of
as
denim
this
for
these
vintage
within
looking
celebration
defined
and
This
competitor
secondhand
each
clearly
as
The
a
on
of
is
website,
vintage
styles.
eco-friendly
brand’s
throughout
luxury
modern
and an
only
and
into
as
The
online
who
jeans’,
pieces.
(Etsy,
available
deconstructed
reimagined are
are
for
marketplace
goods”
results
denim
sources
online
hand-painted
distressed,
vintage
largest
global
“unique
purchase
appeal
INDIVIDUAL ETSY SELLERS:
charity
consumers obviously order
to
secondhand spent
if
a
Lost Notes Denim
USP/ Brand Identity
Lost
Notes
through form
its
of
close
music,
emotional simply
Denim
with
helping
clothing
environmental
on
and
longevity
unique with
with
within the target market described.
than
The as
brand
appreciation
approachable,
an
to
with
appeal
valuable to
items
customers
for
forge
a
romantic
and
small
details
personality cinematic, and
items
for with of
itself an high
quality. Its online presence will feel authentic and
of
avenue
will
nostalgic,
propositions
providing will
broader
brand
Its
being
point
sentimental
create
the
offer.
selling
the
consumers
consciousness,
musicians,
wardrobe
a
connection
associations
the
support
achieves
and
in-person
the
events
brand that
will
associate
prioritise
values and the importance of human connection.
itself
community
-011
Product Rationale: Lost Notes will release a cohesive collection of 10 denim pieces that encapsulate the sentimental, classic essence of
the
brand.
The
collection
will
cater
to
all
genders
and
is
comprised
from
pre-existing
garments
that
go
through quality control, curation and upcycling processes before being listed on the website. Due to this method of garment sourcing, it is impossible to guarantee that each garment of the same style will be identical, however by
having
specific
requirements
in
terms
of
fabrication,
fit
and
condition,
the
brand
can
deliver
a
consistent
product to its consumers.
The styles chosen are mostly traditional in cut and colour. The
straight women’s jean, the men’s jean and the
unisex jacket on offer from the website follow classic 1950s Levis cuts and will be modelled off a master toile. The cuts were chosen to enhance the nostalgia that comes across in the garments, as well as taking note of the WGSN and Edited trend reporting on the rise in popularity of straight cut jean styles as opposed to skinny. The garments will be available in a light wash and a dark wash blue to remain consistent to the ‘classic’ denim look.
The
women’s
skinny
jean
and
midi
skirt
are
more
contemporary
denim
pieces,
however
maintaining
the
same
washes as the traditional pieces will tie them in to the brand aesthetic.
As for the vintage selections of t-shirts and button up shirts, they will be sourced from wholesale and deadstock secondhand retailers and will also go through extensive quality control and curation to ensure that the options available from Lost Notes are superior and consumers feel justified in their choice to purchase from the brand in comparison to competing vintage resellers. The key features that the brand is looking for vintage items to offer are fabrication (must be 100% cotton) as well as a style that is consistent - classic, unfussy colours and clean lines, no particularly flashy details as the pieces need to offer a ‘timeless’ value to the consumer.
The two non-apparel items offered by the brand ensure that the brand does not stray too far from its original concept of minimalist simple denim items, whilst also being functional pieces that would appeal to the target market and enable the brand to reach those who are either on a budget and wanting to spend less than the cost of a pair of jeans, or who do not have the need for another clothing item but want to support the brand and become involved in the concept of adorning clothing with the emotional messaging of lyrics.
Lost Notes Denim
RANGE PLAN Description: Women’s fit high rise straight jean Style #: 1001 Fabric: 100% Cotton Denim Options: Light wash / Dark wash 3x Lryic Patch options Size range: 26 / 28/ 30 / 32 / 34 Units bought per style: 420 per collection Retail price: $190
Description: Women’s fit mid rise crop slim jean Style #: 1002 Fabric: 100% Cotton Denim Options: Light wash 3x Lryic Patch options Size range: 26 / 28/ 30 / 32 / 34 Units bought per style: 300 per collection Retail price: $190
Description: Women’s fit high rise denim midi skirt Style #: 2001 Fabric: 100% Cotton Denim Options: Light wash 3x Lryic Patch options Size range: 26 / 28/ 30 / 32 / 34 Units bought per style: 200 per collection Retail price: $160
Description: Men’s fit mid rise straight jean Style #: 3001 Fabric: 100% Cotton Denim Options: Light wash / Dark wash 3x Lryic Patch options Size range: 26 / 28/ 30 / 32 / 34 Units bought per style: 380 per collection Retail price: $190
Description: Unisex oversize denim jacket Style #: 4001 Fabric: 100% Cotton Denim Options: Light wash / Dark wash 3x Lryic Patch options Size range: L/XL/XXL Units bought per style: 600 per collection Retail price: $240
-013
RANGE PLAN Description: Custom signed lyric patch denim jacket Style #: 4444 Fabric: 100% Cotton Denim Options: N/A Size range: N/A Units bought per style: N/A Retail price: $300 Comments: This jacket is made-to-order on customer request using stock from style #4001 that is signed by musical artists the brand has collaborated with and embellished with a custom printed lyric patch featuring lyrics of the customer’s choosing. Description: Vintage lyric patch button up Style #: 5001 Fabric: 100% Cotton Options: Curated selection of colours + prints 3x Lyric Patch options Size range: S/M/L Units bought per style: 300 per collection Retail price: $120
Description: Vintage t-shirt selection Style #: 6001 Fabric: 100% Cotton Options: Curated selection of colours + prints Size range: XS/S/M/L/XL Units bought per style: 300 per month Retail price: $80 Comments: T-shirts will be the only item in the Lost Notes range that are not adorned with a lyric patch, but are offered as a styling option to complement all of the denim pieces
Description: Lyric Patch Tote Bag Style #: 0002 Fabric: 100% Recycled Cotton Options: 3x Lryic Patch options Size range: N/A Units bought per style: 400 per collection Retail price: $70
Description: Individual DIY Lyric Patch Style #: 0001 Fabric: 100% Nylon Options: 3x Lryic Patch options Size range: N/A Units bought per style: 400 per collection Retail price: $50
Lost Notes Denim
Top Sellers Lost Notes predicts that due to denim trend reports, performance of
similar
items
from
competitors,
number
of
options,
and
pricing within the brand, the top 3 items will be:
•
Women’s fit high rise straight jean
The women’s straight leg jean is likely to be one of our best selling products due to its versatility and classic cut. It aligns with multiple trends identified for the coming seasons, such as straight leg cuts and traditional blue colouring. •
Unisex oversize denim jacket
This item will be the most heavily promoted item on the brand’s social media and throughout marketing communications, as it appeals to all genders and is a staple piece in many people’s wardrobe. •
Individual DIY Lyric Patch
The individual lyric patch is a way for consumers to engage with the brand at a lower price point whilst still achieving the desired outcome of donning their favourite lyrics, and can apply this to any garment that they already own.
L A URA G I DDY S TA G E 3 MA RK E T I NG - DI G I TA L CULT URE
Marketing
Lost Notes Denim
L A URA G I DDY S TA G E 3 MA RK E T I NG - DI G I TA L CULT URE
Marketing Goals In the 3 months leading up to the launch of Lost Notes Denim, the brand aims to focus its marketing attempts on developing customer through The
interest a
and
a
combination
brand
hopes
to
substantial
of
social
organic
establish
and
during
this
media
following
targeted time
marketing. a
dedicated
group of customers who feel invested in the brand values and are eager for the launch, and who feel compelled to share the content created and posted by the brand with their circles to organically
grow
the
brand.
Additionally,
the
brand
would
like
to begin to gain traction in musical circles to eventually be able to
negotiate
as
festivals.
partnerships Recognition
with in
large
musical
live
music
circles
will
events also
lead
such to
increased exposure and trust with artists who the brand hopes to collaborate on projects with.
Marketing Elements Lost of
Notes the
(mostly hubs)
will
brand:
musically
centred and
publish
around
created
with
blog
posts
angled,
encapsulate
focussed
Australian a
that
sense
on
capital of
local
cities
nostalgia
the
spirit
communities and
and
cultural
desire
to
appreciate the little things in life.
Communication Channels The use
primary to
communication
connect
with
its
channels
audience
will
that be
Lost
Notes
Instagram,
will
Facebook,
Youtube and via the content marketing produced on the ‘blog’ section of the shopify site.
-019
Customer Profile Suzie is a 28 year old sound engineer living in a small rental property their her their
in
dog. money
Northcote, She
earns
supporting
creative
ventures
Melbourne a
with
moderate
her
income
local
musical
such
as
artists
pottery,
partner
Roy
and
and
likes
to
and
her
friends
fine
art
and
spend in
jewellery
making. Her routine varies week to week and she rarely works 9-5
Monday-Friday,
however
due
to
this
unpredictability
she
does not often schedule in time for excursions to go shopping for clothes, preferring to browse the web in her down time and discover
new
independent
recommendations environment
and
from
brands
friends.
avoids
via
She
is
purchasing
possible.
Lost Notes Denim
instagram passionate new
or
through
about
clothing
the where
Lost Notes Denim
PRODUCT
PEOPLE • Online customer support uses genuine tone • Musicians associated with brand will be chosen to enhance Australian indie personality • Diverse models to promote inclusivity
POSITIONING • Customers will see brand as an intersection of local fashion and music • A ‘cool’ brand that is socially conscious
• • • • • •
Denim Lyric patches Australian musicians Secondhand garments Limited stock avail. Classic styles
PRICE • Similar to competitors • Slightly higher to compensate for artist payment • Relatively low garment purchase cost as opposed to manufacture
Marketing Mix PA C K A G I N G • Brown paper mailing bags with post-itnote style stickers and swing tags • Low waste • Customers encouraged to reuse packaging
PLACE • Available only from e-store • Potential to develop app • Pop-up events in future will have option to purchase on-the-spot and product will be delivered next day
PROMOTION • Authentic tone of voice • Maximising organic reach in communities • Online and offline efforts • Strong romantic, aspirational brand narrative
EDM Examples
-021
Lost Notes Denim HEY, LOOK WHAT WE FOUND IN OUR BACK POCKETS NEW IN DENIM PIECES:
Electronic
Direct
Mail-outs
NEW ON THE BLOG:
will
still
comprise
an
aspect
of
Lost
Notes
Denim’s
marketing
strategy,
but the key to ensuring consumers do not grow tired of the messaging and feel the need to unsubscribe is
quality
content
at
a
reasonable
frequency.
Users
will
receive
a
welcome
upon
sign-up,
a
follow-up email one week on that informs the customer of the current range and thereafter they will
only
receive
monthly
updates
containing
brand may be running.
Lost Notes Denim
new
blog
content
and
any
promotional
offers
the
Blog Examples
Lost Notes Denim
The Lost Notes blog will be a platform for emerging journalists to publish pieces on the music and fashion industries, as well as for the brand to report on any events they may have held or may interest their consumers. This content marketing will greatly boost site traffic and encourage readers to stay and browse the Lost Notes product range. By appealing to the niche interest of Australian indie/rock music as opposed to random, generalised content that could be found anywhere online, the brand will be able to differentiate itself and cement its positioning in the consumer mind.
-023
Social Media Examples
#SUSTAINABLEFASHION #SENTIMENTAL #DENIM #COOLGIRLJEANS #UNISEX #VINTAGE #ALLAUSTRALIAN #90S #LIGHTWASH
Lost Notes Denim
#DAILYROMANCE #HIGHRISEJEANS #VINTAGEDENIM #LYRICS #DIYDENIM #NOSTALGIA #THEMUNDANE #SUSTAINABILITY #CHANGE
Lost Notes Denim
Offline Marketing
In addition to online marketing strategies, the brand will collaborate with live music venues and providers to create experiential offline marketing events. This is effective as it caters to the interests of the target market and enhances their understanding of the digital business.
References Bowen, C 2015, Australian Music Industry Statistical Snapshot, Music Australia, Retrieved from https:// musicaustralia.org.au/wp-content/uploads/2015/07/Australian-Music-Industry-Statistical-Snapshot.pdf. EDITED 2020, ‘The Denim Market Explained in 5 Charts’, edited.com, viewed 2 May 2020, https://app.edited. com/#retail/article/retail-tw-denim-market-240320. Etsy 2020, ‘About Etsy’, Etsy, viewed 2 May 2020, https://www.etsy.com/au/about?ref=ftr. Guthrie, S 2019, ‘8 Australian Denim Brands That Fashion Girls Love’, ELLE, viewed 3 May 2020, https://www. elle.com.au/fashion/jeans-australia-21183. Luxiders 2017, ‘RE/DONE, the jeans of the celebrities with an unconditional love for jeans’, Luxiders Magazine, viewed 2 May 2020, https://luxiders.com/redone-jeans-celebrities/. Nielsen 2015, ‘Green Generation: Millennials Say Sustainability Is a Shopping Priority’, Nielsen Global Survey of Corporate Social Responsibility and Sustainability, https://www.nielsen.com/eu/en/insights/article/2015/ green-generation-millennials-say-sustainability-is-a-shopping-priority/. RadioInfo 2003, ‘Triple J’s youth ratings increase’, www.radioinfo.com.au, viewed 2 May 2020, https://www. radioinfo.com.au/news/triple-js-youth-ratings-increase. Watkins, H & Aitken, A 2020, ‘Application & Technique: Print & Graphics S/S 21’, WGSN.com, https://www. wgsn.com/content/board_viewer/#/85903/page/2. WGSN Denim Team 2020, ‘Denim Fabric, Wash & Finish Trend Concepts A/W 21/22: New Mythologies’, WGSN.com, https://www.wgsn.com/content/board_viewer/#/85818/.
LOST NOTES DENIM 2020