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P roj ec t st a t ement Th is p roje c t is ab ou t b uilding up my own Hon g Kon g b ase d childrensw ea r b ran d , RamĂŠ , offe rin g high qua lity a nd e c o- frie n d ly c loth in g with our unique p atte r n s.
t a b l e o f co nte n ts 1. B r a n d O v e r v i ew
2. C ol l ec t i on
3. S ale s & Plan n in g
B r a n d I n f o r mation
Th e me
Line List
Ta rg e t M a r k e t
In sp iration s
Ta rget P rice
M a in C o m p e titors
M ood B oard
Key Item
Colou r Pale tte
Toys a nd Accessories
Patte r n De sign
5P s
Colle c tion Lineup
SWOT
F ab ric S e le c ti on
Studio a nd loca tion
4 . Br a n d i n g & A d v e r t i si ng
Logo Design
Ta g s a n d P a c k a g i n g
So c i a l M e d i a
Pro m o t io n a l P l a n
ab o u t u s R am é - ( n) Som e t h in g t h a t is b o th c h aotic an d joy fu l at t he s am e t im e .
• A Ho ng K o n g - b a s e d c h ild re n swe ar b ran d o ffer s cl o t h i n g f ro m n e w b o r n u p to 4 y e ars o l d. • We des i g n o u r o w n p a t t e r n s.
m i ssi o n To g row tog e th e r with ou r c u stomers, sh are th e h ap p in e ss of life th rough our
vi si o n RamĂŠ aims to c re ate a b e tte r everyda y life for c h ild re n with h ig h q u ality, eco-friendly an d fu n p rod u c ts.
brand overview
b ran d an d p rod u c ts.
c ore values s u perio r qua lities f u n ctio na l t i m eless design a nd pa tter n e c o -f riendly brand overview
t o p custo mer service
targ e t market C ouples, women 25 - 38 year s o l d Middle class w i th a n i nc o me ra ng i ng fro m H K D 300k - 500k (~U SD 39k - 65k ) Higher educa ti o n l ev el
Wor king adul ts fresh parent s professionals
O ur cust omers w o ul d i d ea l l y b e H o ng K o ng - b a s ed millennials, fo c us i ng o n thei r s p end i ng ha b i ts , concer ns about the q ua l i ty o f c l o thi ng a nd designs. We a l s o fo c us o n fa mi l y a nd fri end s of our cust omers .
brand overview
housewives
brand overview
main co m p e t i t ors
• Australian brand
• Swedish brand
• Spanish brand
• Fun patterns with functional
• Sleek designs with great
• Trendy with reasonable price
designs
quality
• Price point : USD $6.9 -
• Price point : AU $9.95 -
• Price point : USD $7 - $49
$65.9
$79.95 (~USD $7.66 - $62.22)
• Offers childrenswear from 1
• Offers childrenswear from
• Offers childrenswear from
year old to 10 years old.
newborn to 14 years old.
newborn to 14 years old.
s t re n g th s
weaknes s es
• Our founder has extensive experience on fi-
• Non-existent brand of new children’s clothing
bers and textiles.
retail store
• Our company has its own factory located in
• Untested end-to-end process from product de-
China which can lower the manufacturing cost.
velopment to delivery of products to customers
• We also design our own prints and patterns
o p p o r t uni ti e s • The rise of high quality childrenswear recently
threats • Expensive rent in Hong Kong • It takes time to promote and let people know the brand
brand overview
with natural dye and eco-friendly materials.
SS 2 0 1 9 t h e me “m y s har p l i t t l e f r ie n d� is a th em e i ns p ire d b y c a c t u s a nd p la nt s . I t w ill b r i n g o u t m in i mal d es i gns wi t h jo y f u l p a t t e r n s of
collection
c act us .
collection
in s p i r a t i o n s
RAMé
“ m y s h a r p l i t t l e fr i end ” SS 2019
collection
collection
pa t t e r n d e s i g n
Pattern in black and white.
Cactus motif in green and blue.
“ m y s h ar p lit tle f ri end”
S S 2 0 1 9 co l l e ct i o n b a b y b a s i c s ( 0 - 1 2 m o n t h s) b a b y SS 2019 (0 - 12 mont hs) g i rl s SS 2019 ( 3 m o n t h s t o 4 y e a r s o l d )
collection
b oy s SS 2019 ( 3 m o n t h s t o 4 y e a r s o l d )
BABY SS 2019
collection
BABY BASICS
collection
GIRLS SS 2019
collection
fab r ic s e l e ct i o n Ram ĂŠ ca re s a b o u t f a b r ic an d safe ty on our prod u c t s . We c h o s e to u se g rad e A organi c c o t t o n , o rg a n ic lin e n an d te n c e l as our ma in m a t e r ia ls in ord e r to g iv e t he bes t q u a lit y t o o u r c u stome rs.
collection
organic cotton
organic linen
w o ve n : org an ic linen, tencel, orga nic cotton kn it : org an ic cotton
collection
tencel
l i ne lis t & target price • The price of our single item products ranging from HKD$97 - $410 (~USD $12 - $52), box sets ranging from HKD$250 - $980 (~USD
sales & planning
$32 - $125)
BABY BASICS
Product : Basic Long Pants
Product : Basic Bibs
SKU : #1124
SKU : #1255
SKU : #0023
Colour : Multi-colour (4 colourways)
Colour : Multi-colour (4 colourways)
Colour : Multi-colour (2 colourways)
Retail Price : HKD $180 (~ USD $22.9)
Retail Price : HKD $146 (~ USD $18)
Retail Price : HKD $97 (~ USD $12.3)
Product : Cactus Kimono
Product : Cactus Jumpsuit
Product : Cactus Bibs
SKU : #5266
SKU : #5321
SKU : #0041
Colour : Cactus pattern (2 colourways)
Colour : Cactus pattern (3 colourways)
Colour : Cactus pattern (2 colourways)
Retail Price : HKD $152 (~ USD $19)
Retail Price : HKD $207 (~ USD $26.4)
Retail Price : HKD $97 (~ USD $12.3)
sales & planning
Product : Basic Long Sleeves Onesie
BABY SS 2019
sales & planning
sales & planning
ke y i t e m • In this collection, the Sleeveless Doll Dress is our key item. The specialness of this design is the embroided cactus pattern on the top of
sales & planning
the dress.
(hand sewn by Shelby Moore, hand embroidered by Vivian Lee)
sales & planning
t o y s & a cce s so ri es • Besides childrenswear, Ramé also focuses on soft toys and accessories. • As the new collection theme is cactus, we created a cactus-shape soft toy.
sales & planning
p rot o t y p e p ro d uc t d e v e lo p me n t
Wet felting process
Blend the fibers with the drum carder
Cut the dried felted fabric into pattern pieces and sew them together
sales & planning
Final product
5Ps product
price
• Ramé specialises in the selling of baby and chil-
• The price of our single item products ranging
dren oriented apparel and accessories from 0 to
from HKD$97 - $410 (~USD $12 - $52), box sets
4 years old to the general public.
ranging from HKD$250 - $980 (~USD $32 - $125)
sales & planning
• Baby’s apparel includes tops, bottoms, bodysuits, jumpsuits and accessories; Children’s ap-
promotion
parel includes tops, pants, skirts, dresses, jackets
• Our company will hold a launch party inviting
and accesorries.
business partners, medias, bloggers/youtubers
• Our products use our own designed prints and
and customers.
patterns that can only be found in our brand.
• We will start an opening sale and give out coupons per purchase in order to attract customers. • Encourage people to set up loyaty program by sending out welcome gifts.
people • staff and managers that are friendly and accommodating to the needs of parents and children.
• As our brand is a Hong Kong-based brand, we will only focus on customers in Hong Kong for the first step. • The studio will be located in Tsim Sha Tsui, it is a combination office of half studio and half showroom.
sales & planning
place
studio & location • Ramé will first start with a studio and showroom combination office. Customers and clients can always come to feel and touch our products. • The studio will be located in Tsim Sha Tsui,
sales & planning
Kowloon.
• Tsim Sha Tsui is one of the busiest district in Hong Kong. • There are several big shopping centres nearby, including Ocean Terminal buidling, where the childrenwear
sales & planning
brands are gathered.
lo go d e s i g n mai n l o g o DR
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font / t ypefa ces
abcdefghijkl mnopqrstuvwxyz 1234567890 ,./;’”-+!@$%&?
branding & advertising
Ramé
c o l o u r s u g g e s ti o n s
black
light grey
grey
kraft paper
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t ags & p a ck a g i ng
branding & advertising (all made by recycled paper)
soc i a l m e d i a • Since the rise of social media in the previous decade, Ramé’s social media strategy will mainly focus on our official website and Instagram. • We will keep our account update and put
branding & advertising
ads on Instagram and facebook.
branding & advertising
prom o t i o n a l p l an • As a start up brand, product launch is a lot more important than launching a collection only. • Ramé will have a 60 days pre-launch, product launch month and a 30 days post-launch. • We will also hold a launch party at our studio on our opening day, inviting friends, local influencers,
branding & advertising
business partners and clients.
promotional calendar : PRE-LAUNCH NOVEMBER INSTAGRAM FACEBOOK EMAIL COMING SOON PAGE PRESS RELEASE LAUNCH PARTY INSTAGRAM ADS FACEBOOK ADS
DECEMBER
LAUNCH
POST-LAUNCH
JANUARY
FEBRUARY
dai l y • 2 Instagram posts • 3 facebook posts • connect with someone new everyday
we ek l y • 2 emails
mont hl y • 1 giveaway activity • 1 promotion discount • collaborate with bloggers / youtubers at least once • review Instagram and Facebook ads
branding & advertising
• engage with the audience through a video
R e f e re n ce Seed Heritage h t t p s : / / w w w. s e e d h e ritag e .c om/ C O S C h i l d re n h t t p s : / / w w w. c o s s tore s.c om/u s/Ch ild re n Z a r a K id s https://www.zara.com/us/en/kids-l1.html?v1=358503 H&M Kids http://www.hm.com/us/department/KIDS
Chickeeduck https://www.chickeeduck.com/ Kingkow http://www.kingkow.com/ Pantone Colour Finder https://www.pantone.com/color-finder Google Map https://www.google.com/maps
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Vivian Le e | FAS M 4 3 0 | Cap sto n e Project