by Milica Kovacevic Farishteh Pavri Jaden Tsan Mia Vosburgh Ethan Goodchild
Introduction
Who we are: • Contemporary Luxury Clothing Brand • Curated wardrobe staples & Finely Crafted leather Accessories. • S3 Principle: Simple, Sleek and Sustainable • Inclusivity Our Designs • Comfortable and Confident • Minimal cuts and Neutral colours • Moderately oversized silhouettes • A-gendered approach Capsule Collections • Spring and Fall Capsule collection drops • 12 piece assortment (10 clothing 3 accessory) • Makes getting dressed well simple
ÉDITÉ – Brand Booklet
Page 2
Agenda
• • • • • • • • • • • •
ÉDITÉ – Brand Booklet
Target Market Brand Identity Name & Logo Mood Board Marketing Strategies Communications Plan Distribution Channel Collection Overview Prints and Fabric Colourways Our collection Advertisement Concepts Sustainable Packaging
Page 3
Target Market
Demographics:
Context
• • • • • •
• Consists of working professionals who balance work and leisure • International customer base within the Millennial and Younger Gen-X demographic • Global web index reported on the luxury market that in 2019, 24-40 year olds make up 67% of the luxury market spenders1. • Younger Gen-Z demographic: participate more in seasonal trends and thrifting • Older Gen X: lower engagement with sustainability and shopping online • 24-40 age demographic contains those who invest in luxury apparel, engage in sustainability conversations and are avid technology users
Gender: male, female or other identifying individuals. Location: Urban areas Age range: 24-40 Income: Upper Middle and higher ($60,000+) Education: College/university Occupation: Working within finance, medicine, law, business, fashion, etc
Psychographics: • • • • • • • • • •
Seek meaningful and personalized experiences Regularly spend on themselves and as gifts Mid to High disposable income Conscious about what they purchase and from which brands Values align with sustainability Enjoy comfort and indulgent quality of life Favours quality and aesthetics when it comes to Fashion, More time allocated towards Work/Family/ Travel than to browsing/shopping for clothes Prefers minimalism Material goods and lifestyle display status
ÉDITÉ – Brand Booklet
• Capsule Wardrobe: • Distributed through e-commerce • Reduces shopping time and provides convenience • Classic and sustainable garments that will fit into anyone’s wardrobe • In 2019, Millenials and Gen X cohorts made up 53% of all online shoppers in Canada3, • Édité is adequately positioned as an online brand.
Page 4
Brand Identity Sustainbility • Luxury collections containing sustainable garments that don’t compromise on quality and aesthetic • Pre-Order Model to eliminate pre-consumer waste and overproduction • Take-Back program so client may send back garments they don’t have use for so we may recycle and up-cycle in house, diverting waste from landfills • Agile Supply Chain — all CMT is done locally, ensuring wage fairness, social sustainability, reduction of carbon footprint and employment of those close to home. Size Inclusion • Pre-order model allows customization and inclusive sizing through virtual tailoring appointments for client outside of traditional sizing models to cater to their specific needs (at an additional cost)
ÉDITÉ – Brand Booklet
Page 5
Brand name & logo
Name • ‘Edite stands for edited in French’ • The name speaks to the curated aspect of our collection drops. • No excess, no fuss just simple, sleek and sustainable
C 0 M 0 Y 0 K 100
C M Y K
0 0 0 0
C 0 M 131 Y 185 K 133
Logo • Designed in homage to the rectangular quality of letter E • Nod to accent-aigu and simplicity of our aesthetic • Two lines represent the market we serve - the entire spectrum
ÉDITÉ Phoebe Philo Creative Director
ÉDITÉ
33 Simcoe Avenue Toronto, ON 647-995-2244 philo@édité.com ÉDITÉ.COM
ÉDITÉ – Brand Booklet
Page 6
Collection Mood Board Target Market
Collection Inspiration Wabi Sabi - Luxury in Imperfection
Style Inspiration STONE
KINTSUGI
PEARL
CLAY
GREEN GLASS
OYSTER
IRON
ÉDITÉ – Brand Booklet
Page 7
Marketing Strategies Description
Competitive differentiation strategy
Veta • 5 piece capsule, sold individually or as whole • Price point: $439- $539
• What sets Édité apart from its competitors is our inclusive and sustainable approach to fashion and dressing
Wardrobe.nyc • 4-8 piece wardrobe (Can be bought individually), 5 drop categories • Price point: $640 - $7000
Nordstrom Trunk Club • Styling service, receive trunk and send back unwanted items • Price point: Depends on items kept Joon + co. • 10 pieces in one capsule • Price point: $1200
• Many of our clients don’t want their clothes to be labeled as ‘men’s’ or ‘women’s’, we also see the opportunity for shared dressing • Unlike many of our competitors, we are focused on sustainability from the perspective of local production and our made to order system that diverts waste from landfills • Our price points are comparable to those of WARDROBE.NYC and Joon and Co, however, both brands serve different markets from a gender identity stand point, aesthetic and sustainbility stand point
Universal Standard • 4 or 6 basic pieces • Price point: $258 - $525
ÉDITÉ – Brand Booklet
Page 8
Communications Plan Channels & Methods E-mail marketing • Personalized newsletters
Mock up of the ÉDITÉ Instagram feed
Digital advertisements on third party websites • Retailers specializing in luxury brand pre-orders • Moda Operandi • Net-a-Porter Social media marketing • Instagram account • 59% of Canadian Millenials and 36% of GenX use Instagram • Most of our target audience spends a significant amount of time on Instagram • Sponsored advertisements, daily feed posts, daily “behind-thescenes” stories, connecting with influencers • Imagery of clothing, styling ideas, people that inspire us • Insight into brand inclusivity and sustainable processes • Supporting causes (LGBTQIA2+ rights, Black Lives Matter, climate change) • Facebook account • 88% of Canadian Millenials and 83% of GenX use Facebook • Geared towards our older Millennial and younger Gen-X target audience • Content synced with our Instagram account • Facebook digital advertising
ÉDITÉ – Brand Booklet
Page 9
Distribution Channel
Online pre-order model • Sustainable option • Least financial risk
ÉDITÉ.com
Advantages of operating exclusively as an online brand • Massive migration towards online shopping due to global pandemic • Lack of safety and consumer confidence regarding sanitation processes in physical stores • Requires less capital expenditures compared to brick and mortar • Able to position as a global brand, accessible regardless of location • Provides insight into client preferences/shopping habits for customization Drops • Drops will be offered through our own website as well as Net-A-Porter and Moda Operandi • Prospective clients will be sent swatch boxes of fabric free of charge to see colours and feel the textures of the items prior to purchase
ÉDITÉ – Brand Booklet
Page 10
Capsule Collection Overview
Based on competitive insight, our products will be split into bundles of 3, 6, 12 piece wardrobes consisting of: • • • • • • • • • • • •
T-Shirt ($150) Dress ($500) Jean ($350) Button-up shirt ($400) Blazer ($600) Trouser ($500) Knitwear ($500) Short ($300) Coat ($1200) Boot ($600) Sneaker ($400) Bag ($1000)
Splitting these into 4 drop categories: • Basics: Tshirt, Tunic, Jeans • $1000 individual value • Tailoring: Button-up Shirt, Blazer, Trouser • $1500 individual value • Seasonal: Knit, Short, Overcoat • $2000 individual value • Accessories: Shoe, Boot, Bag • $2000 individual value
The collection will be offered individually as well as in packages of 3, 6 and 12 pieces, which will be offered at a discount, in comparison to purchasing individual pieces at full price. Below is the pricing strategy: • 3 piece sets will be offered at 10% discount • i.e. Basics set would amount to $900 versus $1000 • 6 piece sets will be offered at 15% discount • i.e. Basics and Tailoring sets together would amount to $2125 versus $2500 • 12 piece sets will be offered at 20% discount • i.e. Basics, Tailoring, Seasonal and Accessories sets together would amount to $5200 versus $6500
ÉDITÉ – Brand Booklet
Page 11
Capsule Collection Overview
ÉDITÉ – Brand Booklet
Page 12
Printed Fabric Swatch
7527 c
1245 c
601 c
4042 c
5767 c
7499 c
426 c
Pantone colour codes
ÉDITÉ – Brand Booklet
Page 13
Basics: T-shirt
Size range: XS
S
M
L
XL
Suggested retail: $150
ÉDITÉ – Brand Booklet
Page 14
Basics: Tunic
Size range: XS
S
M
L
XL
Suggested retail: $500
ÉDITÉ – Brand Booklet
Page 15
Basics: Jeans
Size range: 24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
Suggested retail: $350
ÉDITÉ – Brand Booklet
Page 16
Tailoring: Button-Up Shirt
Size range: XS
S
M
L
XL
Suggested retail: $400
ÉDITÉ – Brand Booklet
Page 17
Tailoring: Blazer
Size range: XS
S
M
L
XL
Suggested retail: $600
ÉDITÉ – Brand Booklet
Page 18
Tailoring: Trouser
Size range: 24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
Suggested retail: $500
ÉDITÉ – Brand Booklet
Page 19
Seasonal: Knit
Size range: XS
S
M
L
XL
Suggested retail: $500
ÉDITÉ – Brand Booklet
Page 20
Seasonal: Short
Size range: 24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
Suggested retail: $300
ÉDITÉ – Brand Booklet
Page 21
Seasonal: Outerwear
Size range: XS
S
M
L
XL
Suggested retail: $1200
ÉDITÉ – Brand Booklet
Page 22
Accessories: Boot
Size range: 35
36
37
38
39
40
41
42
43
44
45
Suggested retail: $600
ÉDITÉ – Brand Booklet
Page 23
Accessories: Sneaker
Size range: 35
36
37
38
39
40
41
42
43
44
45
Suggested retail: $400
ÉDITÉ – Brand Booklet
Page 24
Accessories: Bag
Suggested retail: $1000
ÉDITÉ – Brand Booklet
Page 25
Advertisements
ÉDITÉ
ÉDITÉ
F/W20 Capsule Collection out now edite.com
F/W20 Capsule Collection out now edite.com
ÉDITÉ – Brand Booklet
Page 26
Sustainable Packaging
Inner packaging • Laundry bag • Protects garments while being washed, extending their lifespan • Diverts textile waste from landfills • Limits the amount of microfiber released into the waterways • Bag can also be repurposed for storage or even as a produce shopping bag • Slogan: Care for clothes. = Care for the environment. Outer packaging • Shipping box • Made out of recycled and biodegradable cardboard • Comes in small and large sizes • Slogan: You’ve been expecting us. • Slogan: Simple, sleek, sustainable.
ÉDITÉ – Brand Booklet
Page 27
ÉDITÉ
F/W20 Capsule Collection out now edite.com