Business Plan 2025 - Design by Outer

business plan 2025

Design by Outer

Business Plan Design by Outer

Table of Contents

1 The Brand Concept

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1.1 Brand Identity and Philosophy

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1.2 Founders’ Biography and Brand Achievements

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1.3 Design Aesthetic and Signature Elements

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1.4 Sustainability and Ethical Practices

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1.5 Mood Board

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1.6 Visual Brand Direction

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1.7 Product Line

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1.8 Future Expansion

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2 Market Analysis

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2.1 Fashion Market Overview

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2.2 Target Customer Profile

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2.3 Competitive Analysis

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2.4 Strategic Alignment

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2.5 SWOT Analysis

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3 Marketing and Sales Strategy

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3.1 Branding

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3.2 Marketing Channels

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3.3 Sales Channels

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4 Operations Plan

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4.1 Textile and materials suppliers

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4.2 Embellishment and Finishing Partners

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4.3 In-House Atelier

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4.4 Garment Manufacturing and Logistics

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4.5 Distribution and Fulfilment

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5 Legal and Regulatory Framework

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5.1 Legal Structure and Ownership

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5.2 Trademark and Intellectual Property Strategy

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5.3 Business Registration and Compliance in Portugal and Europe

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5.4 Labor Laws and Employment Regulations

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5.5 Environmental and Consumer Protection Standards

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5.6 International Trade and Customs

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6 Financial Plan

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6.1 Startup Costs and Capital Requirements

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6.2 Use of Funds

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6.3 Sales Forecasts

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6.4 3–5 Year Financial Projections

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6.5 Break-even Analysis

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6.6 Profit and Loss Statement

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6.7 Funding Strategy and Investor Returns

1 The Brand Concept

1.1 Brand Identity and Philosophy Design by Outer draws conceptual strength from the intersections between art, architecture, and emotional storytelling. By engaging with space, material tactility, and the human form, the brand treats clothing as both sculpture and intimate architecture. Outer understands clothing as that layer separating the private and the public, the inside and the outside, from a personal perspective. Outer’s artwork and fashion designs are focused on the existing tension in that layer, a tension between the uniqueness of the individual and the collectiveness of the society, the paradox of standing out and belonging.

Designer Simone Z Leao’s dual expertise in environmental science and visual arts drives a unique design methodology rooted in sustainability, experimentation, craft, and conceptual depth. Her practice explores the poetics of texture, layering, and space, approaching garments as fluid structures that invite reflection. The label’s minimalist yet bold aesthetic is about intentional form — distilling complexity into wearability. Design by Outer challenges the ephemerality of fashion by rooting its identity in enduring culture and timeless aesthetics.

Outer uses innovative, experimental and sculptural approaches to fashion design and garment construction, combined with traditional textile techniques, creating her unique visual language and identity. Design by Outer brings past and future together, stitch by stich, by conserving textile heritage and craftsmanship in the now, with innovation and concerns of ethics and sustainability for the future in the fashion industry. Each Design by Outer garment is an artisanal, aesthetical and social statement about individuality and empowerment.

1.2 Founder‘s Biography and Brand Achievements Simone Zarpelon Leao (aka Outer) is the founder and creative director of Design by Outer.

Simone learned traditional embroidery, fabric texturing, tailoring and dressmaking, knitting and weaving, as a child with her grandmother, who migrated to Brazil from Italy. While a teenager in the 1980s, still in Brazil, Simone developed her identity in part by designing and creating her own clothes, mostly inspired by the aesthetics and ideology of the British punk movement.

While never stopping developing her art and design, Simone became a Chemical/Environmental Engineer, with a PhD in Geomatics, and had a long and successful international career as a senior scientist on urban sustainability. Science took Simone to live and work across five continents, collecting experiences and developing a global sense of diversity and a better understanding of her identity and roots. Simone became a migrant herself, to Australia, in 2010.

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It was the context of the global pandemic that slowed down her science and provided more time, space and inspiration for her creativity. While in isolation in her new home, a four-hectare off-grid bushland in the picturesque Noosa region in Australia, Simone and her partner built an art and design studio. So, Design by Outer was born in 2022.

In just a few short years, Outer achieved national and international recognition, including participation in major fashion events, such as New York Fashion Week 2023, Milan Fashion Week 2024, and being the recipient of the Australian 2024 RTTR Emerging Fashion Designer Award. Outer is also an accomplished textile and multimedia artist with participation in several exhibitions in art galleries in Australia and beyond. She was recognised as the Best Exhibit at the prestigious 2024 Textile Palette Art Exhibition in Australia.

In 2025, Simone Z Leao moved to Portugal, where she is setting up up the headquarters and production for Design

by Outer, leveraging from Portugal’s rich tradition in textiles, thriving clothing manufacturing infrastructure, and strategic location to global fashion markets.

Simone has a strong connection to Portugal through the language and the colonial history of Brazil, where is is originally from.

Simone Z Leao (aka Outer) Photo by Lucid Dreams Imagery

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1.3 Design Aesthetic and Signature Elements As a practicing and exhibiting textile and multimedia artist, Simone Z Leao, the designer behind Design by Outer, uses highly experimental processes to produce complex textiles through texturing or a combination of original surface print and texturing. Moreover, Outer construct garments as sculptures, having an understanding of the human body form and movement as guides for her process. Ultimately, Simone expresses herself artistically through her designs, with serious commitment to relevance, elegance, and comfort for the users.

Design by Outer’s aesthetic is defined by the elegant tension between structure and softness, simplicity and complexity. Each garment is a tactile exploration, balancing artistic experimentation with architectural clarity. The brand’s signature lies in artisanal handstitched texturing and origami-inspired construction, where deceptively simple pattern cutting gives rise to multidimensional, sculptural forms. This method champions a process where fewer seams and components result in garments that are simultaneously refined and emotionally resonant.

Innovation and sustainability are embedded in the design language, with minimal waste pattern development and handcrafted detailing that elevate each piece into a wearable artifact. The focus on textural richness and layered structure creates a language of quiet power—deliberate, enduring, and sensual. Through experimental design processes and a respect for traditional craftsmanship, Design by Outer offers a distinctive alternative to both hyper-digital futurism and nostalgic heritage aesthetics.

6 The Butterfly Set by Outer, Photo by Lucid Dreams Imagery

1.4 Sustainability and Ethical Practices Design by Outer is deeply committed to sustainability not only as a responsibility but as an integral part of its creative ethos. The brand actively preserves and revitalizes traditional artisanal crafts—particularly intricate hand-stitched techniques—that are increasingly endangered in the fast-paced fashion industry. These practices reflect a slower, more conscious approach to luxury, emphasizing the human hand and the narrative embedded in each garment. Alongside these traditions, the brand uses natural, biodegradable fibres and low-impact dyes in its original printed textiles, minimizing environmental harm while ensuring longevity and sensory richness.

A transparent process for sourcing and acknowledging the traceability of materials and the authorship of artisanal work is central to the brand’s ethos. This transparency allows clients to understand the origins of their purchases, deepening their connection to the garments and reinforcing a culture of conscious luxury.

Further supporting its ethical philosophy, Design by Outer employs minimal-waste pattern cutting, where simplified geometric forms are transformed into sophisticated, sculptural garments with limited fabric waste. The studio’s design process aligns form with function and sustainability, reducing overproduction and promoting timelessness over trend-driven obsolescence. By embedding ecological mindfulness into every stage of design and production, the brand not only aligns with rising consumer demand for ethical luxury but also actively contributes to reshaping the future of sustainable fashion.

Outer hand stitching one of her original prints for an art installation piece at her former Atelier in Australia in 2024.

7 The Butterfly Set by Outer, Photo by Lucid Dreams Imagery

Photo by David Pegg

1.5 Mood Board The mood board for Design by Outer serves as a visual manifesto that distills the brand’s essence into imagery, texture, and tone. It captures the interplay between sculptural fashion and minimalist architecture, reflecting the brand’s fusion of traditional craft and conceptual innovation. Through curated references to handstitched details, origami

8 The Butterfly Set by Outer, Photo by Lucid Dreams Imagery

construction, raw natural fibers, and abstract art forms, the board outlines the emotional and sensory landscape that inspires each collection. This visual framework not only guides the design process but also communicates the brand's poetic narrative—rooted in sustainability, spatial awareness, and a reverence for both structure and softness.

9 The Butterfly Set by Outer, Photo by Lucid Dreams Imagery

1.6 Visual Brand Direction The visual direction of Design by Outer is grounded in the interplay between structured simplicity and tactile complexity. The brand continues to explore textile textures in depth—emphasizing artisanal hand-finishing, custom-developed prints, and natural fabric manipulations that speak to a deeper material narrative. Each collection is visually framed around sculptural clarity, where minimalist garments transform into complex forms through subtle folding, origami techniques, and volumetric balance. Core to the visual identity is a restrained yet poetic aesthetic—muted tones, spatial composition, and abstract storytelling come together to evoke quiet sophistication.

Looking forward, Design by Outer will further integrate material technology research, creating textiles that marry innovation with heritage craftsmanship. The brand remains committed to pushing the boundaries of “simple-to-complex” pattern design to minimize waste and maximize form, resulting in elegant constructions with ethical underpinnings.

Visual campaigns, editorial imagery, and collection presentations, together with the designer’s art exhibitions, will centre on meaningful conceptual narratives—inviting viewers to engage not just with fashion, but with the emotional and architectural stories woven into each piece.

With a clearly defined visual identity from the outset, Design by Outer is positioned to build a strong and recognizable presence in the luxury fashion landscape, allowing its niche yet loyal audience to instantly identify and connect with its creations.

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The Storm artwork by Outer

1.7 Product Line Design by Outer’s product offerings focus on limited-edition, artisanal garments that emphasize craftsmanship, innovation, and structural form. The collections are genderless and seasonless, appealing to consumers who value artistic expression and fashion as wearable architecture. The core product categories are: •

For Her / Them: Sculptural garments such as dresses, layered tunics, and artistic tops tailored skirts and pants, designed to blur gender distinctions. Using effeminate silhouettes, they feature innovative layering and intricate hand-stitched embellishments, reflecting the brand’s focus on texture and form.

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For Him / Them: Tailored pieces with masculine silhouettes including deconstructed suiting, asymmetrical shirts, and statement trousers, reflecting a gender-neutral tailoring aesthetic.

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Accessories: Leather and fabric necklaces, ties, bags, and belts embellished with intricate hand-stitched textures, reflecting the brand’s textile heritage and artisanal approach. These pieces often complement core garments and reinforce the brand narrative.

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Artworks: Non-wearable textile art pieces and studio artworks for collectors, bridging fashion and contemporary art. This category enhances brand positioning as an art & design-driven label.

11 Photo by Lucid Dreams Imagery

Each piece is produced in small quantities (1–20 units per style) and manufactured in Portugal with ethically sourced materials. Collections are designed around conceptual themes that explore form, movement, and identity.

Design by Outer releases 1–2 capsule collections annually, aligning with major international fashion calendars and digital showcases. This approach ensures creative freedom, controlled inventory, and high brand equity among collectors and early adopters.

1.8 Future Expansion As Design by Outer establishes its presence within the luxury fashion landscape, the brand will expand its product line thoughtfully—prioritizing creative integrity, material innovation, and exclusivity over rapid growth. All future offerings will remain anchored in the brand’s signature visual identity and core values: artisanal craftsmanship, narrative-driven design, and sustainable luxury.

Planned Expansions Include: • Womenswear, Menswear and Non-Binary Couture Lines Continue and reinforce a full couture and demi-couture for female, male and gender-fluid clients, reflecting the brand’s inclusive vision and expanding its collector base.

• Made-to-Order Atelier Program Launch of a bespoke service offering personalized design consultations, one-of-one garments, and private fittings for high-net-worth clients and cultural figures.

• Artisanal Accessories Collection Expansion into sculptural handbags, footwear, and jewellery—crafted in collaboration with master artisans and positioned as collectible design objects.

• Interior Art Objects & Homeware A limited home line featuring couture-inspired textile art, wearable loungewear with gallery aesthetics, and co-branded design pieces for curated spaces.

• Creative Collaborations & Capsule Drops Periodic partnerships with visual artists, architects, and designers to release concept-driven capsules that blend fashion with fine art, architecture, or performance.

• Experiential Retail Concepts Development of immersive gallery-style boutiques and temporary concept spaces in cities like Paris, Milan, Tokyo, and Dubai—blending fashion presentation with installation art.

By expanding in this controlled yet visionary way, Design by Outer will evolve from a clothing label into a multidisciplinary cultural brand—offering not just garments, but a curated lifestyle and worldview.

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The Storm artwork by Outer

13 The Golden Trophy Dress by Outer Photo by Lucid Dreams Imagery

2 Market Analysis 2.1 Fashion Market Overview The global luxury fashion industry is a multi-billion-dollar market that continues to evolve, driven by shifting consumer values, emerging markets, and technological innovation. As of 2025, the global personal luxury goods market is valued at over $360 billion, with apparel accounting for a significant share. The luxury segment is rebounding strongly post-pandemic, with an increasing demand for exclusive, artisanal, and purpose-driven fashion experiences.

Europe continues to dominate the market, holding over 35% share as of 2024. Asia-Pacific remains the fastest-growing market, driven by the expanding middle-class populations, urbanisation and digital adoption, and a growing appetite for luxury fashion with artistic depth.

Emerging markets include countries like South Korea, UAE, India, Brazil, and Mexico, which are showing increasing interest in luxury fashion and new opportunities for brands.

Portugal, in particular, presents opportunities both as a place for sale and for production.

Portugal is renowned for its rich tradition in textiles and craftsmanship, particularly in regions like the North, which houses numerous high-quality ateliers and manufacturers. This heritage supports the production of luxury fashion items that emphasize quality and authenticity. At the

14 6 Photo by freestocks on Unsplash

same time, the country’s progressing wealth and growing tourism has increased exposure to local luxury brands, boosting domestic sales and brand recognition among international visitors.

Key trends shaping the industry global luxury fashion industry include a growing emphasis on sustainability, individual expression, and experiential luxury. Today’s high-end consumers—especially Millennials and Gen Z—seek brands that offer authentic storytelling, limited availability, and a deeper cultural or artistic resonance. The rise of direct-to-client models, private appointments, and immersive digital platforms has further disrupted traditional luxury retail, creating opportunities for new entrants that blend innovation with craftsmanship.

At the highest end of the market, couture and demi-couture continue to thrive as collectors’ categories, with customers viewing garments as both wearable art and long-term investments.

This landscape presents a unique opportunity for Design by Outer to position itself as a future-facing couture brand that merges tradition with technology and elevates fashion into a cultural and artistic form.

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15 Photo by freestocks on Unsplash

2.2 Target Customer Profile Design by Outer targets a niche yet influential segment of the global luxury consumer: affluent, culturally engaged individuals who view fashion as an extension of identity, art, and intellectual expression. These clients are not driven by logos or mass appeal, but by exclusivity, craftsmanship, and innovation.

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Demographics Age: 25–60.

• Income Level High-net-worth individuals (HNWIs), earning $150,000+ annually or with net worth exceeding $1M+.

• Location Major global fashion and luxury hubs — Paris, New York, London, Milan, Dubai, Tokyo, and select emerging luxury cities (e.g., Seoul, Shanghai).

• Gender All genders, with initial emphasis on women’s couture and gender-fluid fashion.

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Values authenticity, individuality, and innovation over status signalling. ◦

Art collectors, design professionals, entrepreneurs, celebrities, creatives, and fashion insiders. ◦

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Psychographics

Interested in limited-edition or bespoke pieces, private client experiences, and ethical luxury.

Engaged with contemporary culture — follows fashion weeks, art fairs (e.g., Art Basel), and avant-garde media.

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Buyer Behaviour

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Prefers direct, personal engagement with luxury brands — via private viewings, trunk shows, or curated online experiences.

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Makes considered purchases: often fewer items, higher investment.

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Influenced by editorial features, personal stylists, and peer networks more than traditional advertising.

By building a brand around exclusivity, storytelling, and craftsmanship, Design by Outer aims to cultivate a loyal, high-value clientele who not only wear the garments but also invest in the brand’s cultural narrative.

2.3 Competitive Analysis The luxury fashion market is highly competitive yet increasingly fragmented, offering space for emerging brands that challenge conventional narratives. Design by Outer will enter this space not to replicate legacy fashion houses, but to disrupt with a distinct blend of artisanal craftsmanship, conceptual design, and innovation-driven couture.

Key References The fashion designers/brands listed below are consolidated big fashion houses which inspire Design by Outer, as they share common values, concepts, aesthetics, and/or techniques.

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Haider Ackermann: Known for poetic tailoring and rich textures.

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Rei Kawakubo (Comme des Garçons): Pioneering conceptual fashion.

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Issey Miyake: Technical innovation in pleating and fabric development.

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Iris van Herpen: Couture innovation and 3D printed structures.

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Amit Aggarwal: Futuristic silhouettes and sustainable materials.

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Rick Owens: Sculptural tailoring with a gothic edge.

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Sandra Backlund: Experimental knitwear and sculptural textiles.

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Key Competitors / Peers The list below includes some emergent fashion designers/brands which share common values, concepts, aesthetics, and/or techniques with Design by Outer. As they all operate in the intersection of art, design, and fashion, their products are very unique. More than competitors, this list encompasses a group of talented peers to Design by Outer.

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Hodakova (Sweden): Sculptural deconstruction and recycled luxury.

Robert Wun (Hong Kong/UK): Futurist couture with emotional narratives.

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Georgia Hardinge (UK): Integrates sculptural pleating and architectural texture.

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Sid Neigum (Canada): Uses origami-based folding to create structural garments.

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Krobos (Germany): Impeccable architectural silhouettes and minimalist designs.

Hodakova

Chet Lo

Georgia Hardinge

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Chet Lo (USA/UK): Textural knitwear and futuristic Asian influence.

Sid Neigum

Krobos

Robert Wun

2.4 Strategic Alignment The strategic alignment between Design by Outer and the previously listed emergent designers lies in several key dimensions that collectively position Design by Outer as a relevant yet distinct player within the contemporary and concept-led luxury fashion space.

Design Pillar

Shared Values and Design Ethos

Innovation & Experimentation

Artistic Integration

Sustainability & Craftsmanship

Eco-Conscious Practices Artisanal Production Architectural Minimalism vs.

Maximalism

Differentiating Position

Audience & Market Overlap

Like its peers, DBO embraces design experimentation, particularly in structure, silhouette, and form—similar to Sid Neigum’s origami geometry, Krobos’s architectural inspirations, and Chet Lo’s textures.

Designers like Robert Wun and Hodakova infuse their work with emotional or conceptual depth. DBO similarly draws on Simone Z Leao’s artistic background, positioning it as an interdisciplinary brand grounded in fine art and architecture.

Hodakova, Krobos, and Chet Lo explore sustainability through upcycling or innovative textiles. DBO’s sustainable craftsmanship and environmental science foundation deepen this commitment with intellectual rigor.

Shared focus on low-volume, high-impact production values creates alignment with limited-edition, collectible fashion brands.

While many peers lean into texture, colour, or volume (e.g., Chet Lo, Robert Wun), DBO offers a minimalist counterpoint—structural and textured but subdued—filling a visual and philosophical gap in the emerging avant-garde space.

Art-Fashion Hybrid Model

Unlike most peers, DBO actively merges fashion collections with art exhibition formats, positioning the brand uniquely for galleries, museums, and curated fashion weeks.

Collector-Oriented Appeal

DBO, like Robert Wun or Iris van Herpen, appeals to collectors, connoisseurs, and fashion patrons who value innovation over trend.

Hybrid Channels

Strategic Opportunities for Collaboration

Design by Outer (DBO) Positioning

Cross-Brand Capsules Collective Showcasing

With plans for immersive exhibitions and experiential retail, DBO shares the art-fashion crossover space with a few avant-garde labels but leverages its founder’s artistic credibility to claim deeper authority.

DBO could explore co-branded capsules or gallery shows with aligned designers such as Krobos (architecture), Sid Neigum (structure), Chet Lo (texture), or Hodakova (sustainability)—strengthening network and reach.

Participating in fashion-art fairs or curated shows (e.g.

Paris Art Basel fringe events, Design Week Milan) alongside these brands would boost DBO’s positioning.

2.5 SWOT Analysis To assess the strategic positioning of Design by Outer within the competitive emergent luxury fashion landscape, a comparative SWOT analysis has been conducted against key emergent designers. This analysis highlights internal strengths and weaknesses of the brand, alongside external opportunities and threats in relation to its peers.

STRENGTHS

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Interdisciplinary design philosophy inspired by architecture and fine art with a focus on wearability •

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Strong emphasis on sustainable, artisanal production and European craftsmanship

Some runway presence and industry validation (NY Fashion Week 2023, Milan Fashion Weel 2024, Australian 2024 RTTR Emerging Designer Award)

Designer Simone Z Leao brings a unique perspective from her background in environmental science and as a practicing artist, adding depth to sustainability and conceptual rigor

WEAKNESSES

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Lower public profile compared to rapidly rising designers like Chet Lo and Robert Wun • • •

Limited media exposure

Smaller marketing and PR infrastructure

Not yet established in major luxury retail channels •

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Lean startup capital

OPPORTUNITIES

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Collaborations with art and architecture institutions, design weeks, and museums

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Appeal to collectors, galleries, and avant-garde fashion enthusiasts seeking timeless investment pieces

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Strong position to join the lead in Europe’s emerging art-fashion movement

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As a practicing artist, Design by Outer can create hybrid opportunities to fuse art exhibitions and fashion shows, enhancing experiential branding and reach

THREATS

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Competitors like Krobos and Sid Neigum offer similar architectural minimalism with growing cult appeal

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Saturation in the contemporary and avant-garde space can make brand differentiation harder

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Trend-driven visual brands may dominate social media narratives

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Copycat designs or accelerated trend cycles could dilute core identity

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Design by Outer carves out a distinct position within the luxury, contemporary, and avant-garde fashion landscape by offering a refined alternative to its emergent peers. While less radical than Robert Wun and Chet Lo, and less minimalistic than Krobos, the brand favours architectural restraint and meditative textures over shock or spectacle. It offers more conceptual boldness than Georgia Hardinge, more emotional subtlety than Hodakova, and a more fluid wearability than Sid Neigum’s geometric constructions.

While all of these designers beautifully push boundaries in structure and material, Design by Outer uniquely blends sculptural precision with philosophical depth, artistic integrity, and wearability. This makes the brand an accessible yet elevated choice for collectors, creatives, and fashion intellectuals seeking a quieter, yet bold, lasting form of innovation.

Design by Outer can occupy a rare space between: • •

Minimalism and innovative tradition.

•

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Wearability and art.

Poetic tailoring and silent luxury.

23 The ArmourSet by Outer, Photo by Lucid Dreams Imagery

3 Marketing and Sales Strategy 3.1 Branding The brand identity of Design by Outer is built on the philosophy that fashion is a cultural artifact — one that communicates depth, originality, and timeless value. Every element of branding is designed to evoke an emotional, intellectual, and aesthetic connection with a discerning audience that values rarity, craft, and concept.

Brand Essence • Tagline: ”Stitching past and future now”.

• Core Values: Artistry, Heritage, Innovation, Authenticity, Exclusivity, Sustainability.

• Tone of Voice: Introspective, elevated, poetic, and culturally aware.

Visual Identity • Logo: Minimalist icon with subtle architectural element, evoking structure and sophistication.

The spiral eludes a simultaneous movement inwards (introspection, self-awareness and identity) and outwards (curiosity, audacity, and accountability)

design by Outer • Colour Palette: A restrained palette of deep neutrals (onyx, bone, ash, burgundy) with seasonal accent tones inspired by natural and industrial forms.

• Packaging: Museum-grade garment boxes, tactile recycled paper, personalised handwritten notes, and reusable elements that reflect the brand’s sustainable ethos.

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https://www.designbyouter.com/

3.2 Marketing Channels To build brand desirability, cultivate an elite client base, and communicate its artistic and cultural identity, Design by Outer will leverage a highly curated mix of digital, experiential, and relationship-driven marketing channels. Each channel is chosen to reflect the brand’s exclusivity, depth, and design authority, rather than mass appeal. Design by Outer is branding itself not just as a fashion label, but as a curated personalised space for art and fashion.

Digital Editorial & Content Marketing •

Website (Flagship Platform): A visually immersive, editorial-style website will act as both the brand’s showroom and storytelling platform—featuring lookbooks, behind-the-scenes content, e-store with open and private client access (www.designbyouter.com).

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Social Media (Instagram, Pinterest, LinkedIn): Art-directed, gallery-style feed with curated imagery, slow-fashion storytelling, process highlights, and thematic editorial content.

Instagram will serve as the primary platform for visual brand building; Pinterest for mood boards and campaign inspiration; LinkedIn for B2B, press, and creative community engagement. @designbyouter is the visual social media touchpoint for the Brand in Instagram, including curated posts of products and releases. @outerartstudio is the social media touchpoint for the designer, including her artworks, art exhibitions, behind the scenes, and artworks in progress.

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Influencer and Thought Leader Collaborations •

Strategic partnerships with avant-garde artists, fashion editors, and architectural or design influencers—chosen not for reach but for aesthetic alignment and cultural capital.

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Focus on private introductions, co-created capsule pieces, and editorial features, not traditional “influencer marketing.”

Campaigns: Slow-release editorial drops instead of traditional seasonal campaigns; collaborations with photographers, performance artists, and filmmakers to extend the narrative. Consider the use of Brand Ambassadors.

Luxury Press and Fashion Media •

Targeted placement in high-end fashion publications (e.g., Vogue Runway, AnOther Magazine, The Gentlewoman, i-D, Wallpaper) to position the brand as an intellectual and artistic fashion voice.

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Press kits sent to selected editors featuring hand-bound lookbooks, concept essays, and exclusive access to the creative director.

Private Events and Trunk Shows •

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Invitation-only salon presentations in Paris, London, and New York for VIP clients, stylists, and tastemakers.

Hosted in collaboration with art galleries, architecture firms, or private residences to emphasize cultural relevance and exclusivity.

• Private fittings, custom consultations, invitation-only events, and follow-up storytelling that create a multi-sensory, relationship-driven brand experience.

• •

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Strategic Collaborations

Cross-disciplinary collaborations with visual artists, performance designers, or experimental musicians to create campaign experiences or wearable installations that attract critical and creative attention.

Email and Direct Client Communications •

Curated email series for insiders and private clients—featuring concept essays, previews of upcoming work, and appointment invitations.

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Personalized follow-up and concierge service for high-value collectors.

This carefully selected channel strategy ensures Design by Outer maintains its identity as a modern couture house that speaks to cultural leaders, collectors, and avant-garde thinkers—not just shoppers.

3.3 Sales Channels To maintain exclusivity and cultivate deep client relationships, Design by Outer will adopt a highly curated, direct-to-client sales approach, supplemented by selective partnerships that reinforce the brand’s positioning in the luxury couture space.

Direct-to-Client (DTC) Sales •

Private Appointments and Showings: Personalized, one-on-one fittings held in the brand’s atelier or exclusive locations, enabling bespoke consultations and deep storytelling.

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Invitation-Only Trunk Shows and Pop-Up Events: Intimate, curated events hosted in luxury hubs (Paris, New York, London, Dubai) that offer limited-edition collections and facilitate direct client engagement.

E-Commerce Platform •

A curated, open and invitation-access own online boutique that offers limited releases, pre-orders, and exclusive digital previews—prioritizing client confidentiality and exclusivity.

https://shop.designbyouter.com/

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Made-to-Order & Bespoke Commissions •

Clients can commission bespoke garments through a personalized design process, ensuring unique pieces tailored to individual tastes and measurements.

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This channel serves as a significant revenue stream and brand differentiator, emphasizing craftsmanship and exclusivity.

Select Luxury Retail Partnerships

• Collaborations with high-end concept stores, by-application platforms, and luxury boutiques such as LN-CC (London), Dover Street Market (Paris, London), 10 Corso Como (Milan), or SSENSE for limited capsule collections.

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These partnerships are highly selective, ensuring brand i ntegrity and limiting distribution to maintain rarity.

Private Client Network & Referral Sales

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Building a loyal community of collectors and cultural influencers who generate word-of-mouth sales through trusted referrals.

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Exclusive access to future collections and bespoke services offered as rewards for loyalty.

By focusing on direct, intimate sales channels and highly selective retail partnerships, Design by Outer ensures its products remain rare, its client experience personal, and its brand identity uncompromised.

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4 Operations Plan The quality, rarity, and craftsmanship behind each Design by Outer garment begin with a meticulous sourcing and production strategy. The brand partners exclusively with specialised, ethically run ateliers and suppliers that align with its commitment to artistry, innovation, and sustainable luxury.

Portugal offers a unique advantage for luxury fashion brands due to its rich heritage in textile production, artisanal craftsmanship, and a growing reputation for ethical and sustainable manufacturing. Its location is also strategic to reach Outer’s audience in Europe, USA, and Middle East. Leveraging Portugal’s established infrastructure and location, Design by Outer will build a vertically integrated supply chain rooted in quality, transparency, and creative control.

4.1 Textile and Materials Suppliers Design by Outer sources textiles and materials suppliers taking into consideration: •

Artisanal Fabric Mills (Portugal, Italy, France, Japan): Premium silks, wools, and experimental textiles sourced from long-standing mills in regions known for couture-grade production (e.g., Como, Biella, Kyoto).

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Sustainable & Deadstock Suppliers: High-end sustainable textile innovators and luxury deadstock suppliers that offer traceable, low-impact materials without compromising quality.

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Custom Fabric Development: R&D partnerships with textile labs to create exclusive weaves, finishes, or bio-fabricated materials tailored to seasonal concepts.

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Portugal is home to some of Europe’s most respected textile mills, especially in regions like Guimarães, Braga, and Porto. Some potential suppliers include:

Supplier

Location

Specialty

Notes

Riopele

Vila Nova de Famalicão

Sustainable wool, viscose blends, and TENCEL™

OEKO-TEX® and GOTS certified

Lurdes Sampaio

Guimarães

Organic cotton, jersey knits, sustainable fabrics

Leading supplier in circular knit luxury

Adalberto Estampados

Vila do Conde

High-end prints, eco-textile innovations

Pioneers in digital/eco printing on silk and cotton

Tintex Textiles

Vila Nova de Cerveira

Smart finishes, biodegradable and botanical dye bases

Excellent partner for low-impact dye development

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30 Lisbon, photo by Jure Tufekcic on Unsplash

4.2 Embellishment and Finishing Partners •

Hand Embellishment Studios (Portugal, Italy): Couture embellishment artisans for custom hand-stitched details, beading, and fabric painting using heritage techniques.

•

Natural Dyeing & Fabric Treatments (Portugal, Morocco): Small-scale dye houses using traditional and botanical dyeing methods, selected for their low environmental impact and cultural artistry.

•

Portugal has a growing textile art scene especially suited to the brand’s artisanal identity.

Some studios relevant to Design by Outer include Studio

Location

Specialty

BioColor Lab (Collab)

Porto

Plant-based dyes, small-batch dye services

Textile Conservatory Studio

Lisbon

Couture-level hand-finishing, heritage techniques

CraftLab Porto

Porto

Embroidery, textile sculpture, and 3D surface work

4.3 In-House Atelier •

Design by Outer will establish a micro-atelier in Lisbon. It will initially be run by the Creative Director/Designer and a skilled assistant, but later it will be staffed by master seamstress, patternmaker, and draper/artisan for bespoke commissions and sample development.

•

The initial sample production will be produced in a brand-owned or co-managed atelier to maintain full creative and quality control.

•

This in-house control ensures quality, flexibility, and the preservation of the brand’s artistic integrity.

4.4 Garment Manufacturing and Logistics •

Couture Workshop Partners (Portugal, Italy, Eastern Europe): Partnerships with micro-workshops and couture garment specialists, capable of limited production runs with high-end grade finishing.

•

Low MOQ (Minimum Order Quantity) Strategy: All production will follow a low-volume, high-value model to maintain exclusivity and reduce waste.

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•

Transparent Supply Chain: Every supplier and manufacturer will be vetted for ethical labour practices, traceability, and alignment with the brand’s sustainability commitments.

•

Sustainability & Compliance: Many Portuguese suppliers are GOTS, OEKO-TEX®, and ISO 14001 certified — aligning with Design by Outer’s environmental commitments.

•

The Portuguese manufacturers below are particularly well-suited to brands focusing on artisan detailing and texture (e.g. origami folding, embellishments), sustainability and ethical sourcing, and low-quantity production with high attention to quality and detail.

Studio Name

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Location

Specialties

Hand Embellishment Capabilities

MOQ

Notable Features

Tintex Textiles

Vila Nova de Cerveira

Sustainable jersey & knits, natural dyeing

Fabric manipulation, artisanal dye processes

~50 units/style

B Corp certified, low-impact production, strong R&D

TMR Fashion Clothing

Porto

Luxury RTW & artisanal finishing

Hand-sewing, embroidery, and beading

50–100 pieces

Boutique-style production, known for quality over volume

Impetus Group – Studio

Braga

High-end, small batch garment making

Specialty in hand-detailing and finishing

30–100 units

Focus on creative and technical design partnerships

Magna Natura

Guimarães Sustainable, natural fabric fashion

Natural hand-dye, botanical print processes

~50 units

Uses plant-based dyes, local fibers, artisan partnerships

Belcinto Atelier

Leather goods and São João da Madeira mixed-materials couture

Handcutting, edge-finishing, embellishment

Low MOQ Small-scale runs, high-end detailing for custom accessories/ clothing work

Studio A ma

Lisbon

Ethical fashion, inclusive sizing

Local handmade production, custom hand finishes

Small batches

Transparent production, women-led, design-conscious

Riot Factory

Porto

Emerging fashion labels, detail-driven sewing

Skilled in draping, hand-detailing, custom work

25–100 units

Focused on experimental fashion and avant-garde concepts

Cotton answer

Barcelos

RTW and custom production for new brands

Beading, texturing, and specialty stitching

80–100 units/style

Works closely with designers on small volume high-value items

4.5 Distribution and Fulfilment •

To deliver a seamless and premium client experience, Design by Outer will implement a high-touch, carefully coordinated distribution and logistics strategy. This will balance the brand’s commitment to craftsmanship and exclusivity with efficiency, traceability, and sustainability.

•

Portugal’s central location within the EU, proximity to major ports and airports, and advanced textile logistics infrastructure make it an ideal base for global distribution.

•

Envisioned distributions strategies for Design by Outer include: Channel

Distribution Method

Notes

Direct-to-Client (DTC)

Shipped from Lisbon studio or fulfillment centre

Packaging includes custom boxes, authentication cards

Private Trunk Shows & Events

Hand-delivered or courier shipped

Time-sensitive delivery to venues in Europe/US/Middle East

Selective Retail Partnerships

Delivered via specialized fashion logistics firms

Ensure brand integrity and handling of limited runs

Made-to-Order/ Bespoke

Personally handled or white-glove courier

Custom sizing, luxury experience

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5 Legal and Regulatory Framework

Design by Outer will operate within the legal structure of a Portuguese Private Limited Company (Sociedade por Quotas - LDA), offering both liability protection and flexibility suitable for small to medium fashion enterprises. As a brand committed to international growth and ethical production, Design by Outer adheres to a comprehensive legal and regulatory framework spanning national and European Union laws.

5.1 Legal Structure and Ownership

• • •

•

Owner: Simone Zarpelon Leao

•

Title: CEO & Creative Director

Equity Share (%): 100% (initially)

Role: Full control over design, operations, and brand vision.

Note: Equity may be restructured to include early investors or key advisors during the first funding round.

5.2 Trademark and Intellectual Property Strategy Design by Outer prioritizes the protection of its intellectual property. This includes trademark registration for the brand name, logo, and visual identity across the EU (via EUIPO), the United States (USPTO), and key Asian markets. Efforts are also underway to secure design rights and copyright protection for signature silhouettes, prints, and pattern constructions, ensuring exclusivity and creative control.

5.3 Business Registration and Compliance in Portugal and Europe The company will be duly registered with the Portuguese Commercial Registry and comply with local tax obligations, including IVA (VAT) registration. It will follow standard bookkeeping and reporting requirements under Portuguese GAAP and remain compliant with corporate governance norms stipulated by the EU and the Portuguese Institute for Support to Small and Medium Enterprises (IAPMEI).

5.4 Labour Laws and Employment Regulations All internal operations and collaborations with artisans and ateliers will comply with Portugal’s labour regulations, including fair compensation, health and safety standards, and ethical working conditions. For freelance or international collaborations, contracts are framed to align with EU directive standards on remote and creative labour.

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5.5 Environmental and Consumer Protection Standards Textile & Environmental Regulations Design by Outer adheres to EU textile labelling regulations, including accurate fibre composition disclosures and sustainable care instructions. The brand also aligns with the EU Strategy for Sustainable and Circular Textiles, incorporating transparency in sourcing, waste reduction, and responsible manufacturing.

Sustainability & Ethical Standards As sustainability is a core value, the brand ensures traceability of materials and the authorship of artisanal work through a transparent supply chain framework. This includes compliance with environmental regulations such as REACH (Registration, Evaluation, Authorisation, and Restriction of Chemicals) for dyes and finishes, and national laws concerning textile waste and recycling practices.

Consumer Protection Standards Design by Outer is committed to upholding EU and national consumer protection regulations.

This includes clear communication of product pricing, return policies, warranty conditions, and customer service standards. The brand ensures compliance with the EU Consumer Rights Directive, offering transparency and protection in e-commerce transactions, including the right of withdrawal and refund timelines. Data protection is also upheld in accordance with the General Data Protection Regulation (GDPR), ensuring customer privacy and ethical use of data across all sales and marketing channels.

5.6 International Trade and Customs With plans for cross-border distribution, Design by Outer will register for EORI (Economic Operator Registration and Identification) to facilitate EU and non-EU trade. It partners with international shipping and logistics providers to ensure compliance with customs declarations, import/export duties, and sustainability guidelines for packaging and transport. with EU directive standards on remote and creative labour.

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6 Financial Plan

6.1 Startup Costs and Capital Requirements Design by Outer operates with a minimal startup investment of €50,000, allocated to cover initial production (COGS) and operating expenses. This report provides a concise yet comprehensive financial picture over the first two years of operation.

The funding strategy is designed to support both immediate needs and strategic investments during the first 1–2 years of operation, with future growth phases supported by reinvested profits. This financial profile positions Design by Outer as a lean, scalable brand with strong margins and low break-even risk, well-suited for attracting early-stage investors or partners.

6.2 Use of Funds Use of funds, Year 1.

Category

Subcategory

Amount (€)

% of Total Budget

Product Development

Operational Expenses

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Fabrics & Trims

7,000

14.0%

Sampling & Patternmaking

1,200

2.4%

Labor & Production (Local)

6,000

12.0%

Labels, Tags & Packaging

3,000

6.0%

Subtotal – COGS

17,200

34.4%

Studio Rental/Utilities

6,000

12%

Freelance Designer/Stylist

4,800

9.6%

Branding (Visual ID, Deck)

1,200

2.4%

Website (Shopify + Dev)

1,500

3.0%

Digital Marketing

4,800

9.6%

Photography & Lookbook

1,500

3.0%

Sample Shipping & Logistics

1,000

2,0%

Legal/Accounting

1,200

2.4%

Trade Shows/Events

1,000

2.0%

Contingency

1,000

2.0%

Subtotal – Operating Costs

24,000

48.0%

Reserve + Flexibility

8,800

17.6%

50,000

100%

Note that some of the costs related to sampling and patternmaking, branding, website and photography, and lookbook 2025 have been already covered by previous investment by the brand owner between November 2024 and May 2025.

6.3 Sales Forecast Forecast of sales for Year 1 and 2 based on seasonal collections, DTC sales, and selected retail partnerships: Units Sold Revenue (€) Year 1 Year 1

Units Sold Year 2

Revenue (€) Year2

Product Type

Unit Price (€)

Signature Garments

400 – 800

150

80,000

270

145,000

Limited Edition Pieces

1,200 – 2,000

10

12,000

10

16,000

Accessories

100 – 300

40

8,000

70

14,000

Total Pieces

200

Total Revenue (€)

350 100,000

175,000

6.4 3–5 Year Financial Projections Year

Year 1

Year 2

Year 3

Year 4

Year 5

Units Sold

200

350

500

700

1,000

ASP (€)

500

500

525

550

575

Revenue (€)

100,000

175,000

262,500

385,000

575,000

COGS (€)

17,200

29,750

42,500

58,800

82,000

Gross Profit (€)

82,800

145,250

220,000

326,200

493,000

Operating Exp. (€)

24,000

27,600

31,740

36,501

41,976

Net Profit (€)

58,800

117,650

188,260

289,699

451,024

Profit Margin

58.8%

67.2%

71.7%

75.2%

78.4%

6.5 Break-even Analysis •

Fixed Costs: €19,660

•

Contribution Margin per Unit: €500 - €86 = €414

•

Break-even Units: ≈ 48 units 37

6.6 Profit and Loss Statement Line Item

Year 1 (€)

Year 2 (€)

Revenue

100,000.00

175,000.00

Cost of Goods Sold (COGS)

17,200.00

31,605.00

Gross Profit

82,800.00

143,395.00

Operating Expenses

19,660.00

20,660.00

Earnings Before Interest & Tax (EBIT)

63,140.00

122,735.00

Tax (10%)

6,314.00

12,273.50

Net Income

56,826.00

110,461.50

6.7 Funding Strategy and Investor Returns •

Initial Capital Sources: Personal savings, seed funding, and fashion arts grants (e.g., Creative Europe, ModaLisboa).

•

Equity Offering (if needed): 15–20% for €100,000 seed round •

◦

ROI milestone by Year 4, based on profitability and brand valuation ◦

Exit potential via acquisition or minority buyback in Year 5+ ◦

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Investor Return of Investment ROI Strategy:

Soft dividends introduced from Year 3 onward

The Peacock Dress & Coat by Outer Photo by Lucid Dreams Imagery

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Design by Outer

Simone Zarpelon Leao, CEO and Creative Director Email: outer@designbyouter.com Website: www.designbyouter,com Instagram: @designbyouter & @outerartstudio