UNDERGROUND BY KEZIA SETIAMIDJAJA

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UNDERGROUND There is no doubt that the streetwear industry has been flourishing worldwide, especially in the last decade. Australia has been no different.

Underground (UG), is Australia’s leading Facebook marketplace group focusing on the high end and designer clothing and footwear. On this page, one can buy, sell and trade high end, new and vintage sneakers and apparel. This includes anything from Rick Owens to Jordans and even Chanel to Cav Empt and more.

Underground takes pride in being Australian, and we are no longer just a resell page, but we are your home for all things streetwear.

UNDERGROUND RECOGNITION

Our recognition started to bloom early in 2017 with plenty of iconic Australian articles written about our UG family. Fast forward to 2020, after joining the masters program and applying the curriculum to rebrand, UG officially got published internationally.

From GQ Middle East writing about us to having collaborations with Streetwear brands/ organizations all over Asia.

TARGET MARKET Membership growth • 120 thousand members with an average of 40-60 thousand active members daily.

Age and gender distribution • 65% being in the aged 18-24 category.

• 25% being in the more mature age group of 25-34.

• 21% Female, 79% Male Country and City distribution • 80% of users are based in Australia, with nearly half being based in Melbourne.

Popular times and days • Highest user amount of user interaction and engagement begins on Wednesday’s.

• This can be explained due to Wednesday’s known as pay day • Peak times for posts are in the late evening to night.

Membership activity • 85% of members interact with the group since the beginning of the year. A minimum of 30 thousand members are active daily, with peak days seeing 70 thousand active members for that day.

OUR PLATFORMS

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In 2020, Statista (2020) has calculated the revenue in the footwear industry to estimate around US$4 billion as the market is expected to grow annually at a 3.6% rate over the next few years. What was estimated to be valued at US$3 billion in 2012 will reach US$4.7 billion by the year 2025.

Due to the modern generation, the resale demand has increased exponentially in the last few years. In fact, over the previous three years, the resell market has increased 21 times faster than the retail market (Bate,2019).

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Not only working on facebook and instagram, we also have a website where we post articles about fashion, lifestyle, art, tips and threads, for easy access location on our facebook page.

UNDERGROUND REACH In the beginning of 2020, before design thinking was applied, the statistics ( as shown in the image on the left ) has increased by 53.52%.

How this is done is by applying a fusion between Aristotles theory of Simple Apprehension and Jaques Derridas theory of Deconstruction.

By making the experience immersive and deconstructed from a screen, the posts made were entertaining, authentic, and interactive which draws attention from the audience.

From fitpics, quizzes, polls, and scandals, the news were fresh, and attractive to the audience.

EVENT MOODBOARD

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EVENT MOODBOARD

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FONT RUBIK FONT | BOLD REGULAR LIGHT

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UNDERGROUND BRAND

RUBIK FONT | BOLD REGULAR LIGHT

EVENT POSTER Posters can be powerful in creating excitement and interesting for any event Event posters incorporate different elements, some focus on text whilst others focus on imagery.

For this event, the focus will be shifted to the interaction of the audience. Using the cohesive element of embroidery throughout the marketing and merch sold, the poster will be embroidered on tote bags and hidden all over Melbourne CBD at the sponsors location. Once the treasure hunt is completed, the participants that have found the tote bag not only will be able to keep it, but also get a free ticket after they have posted on the facebook page.

EVENT FLOOR PLAN

This event is planned to have three spaces. The first one closest to entrance is for smaller brands and opportunities for members. The foyer is for food and beverages where the live DJ will also be. The last one is for the big vendors and main interactions where the UG stall will also be located.

LECTURE HALL

Following the footsteps of the image on the left, all the attendees must go through the main auditorium first before getting to the main attraction to give everyone the opportunity for engagement reach.

FOYER

MAIN AUDITORIUM ENTRANCE

LECTURE ROOM RENDER

This year, Undergrounds Event is going to be bigger and better than ever!

With design thinking applied, a larger audience and bigger venue, we are able to expect : - 5000 attendees (approx) -35+ Vendor Tables including international vendors - Creative Stalls and Installations - 6000sqm venue - 3 different rooms - Plenty Influencers - Live DJ - Food and Beverages (18+) - More unanccessible streetwear items -A time you wont forget

MAIN AUDITORIUM RENDER

LOCATION : LEVEL 5 672 Bourke St, Melbourne VIC 3000 6TH OF MARCH 2021 Safety for the members is our number one priority so during the day of the venue we will have - Security - Cleaning service - Temparature checks by nurse ( Will be refunded if unable to go in due to sickness) - Disinfectant Tunnel - ID checks

INTERIOR DESIGN

EVENT | STALL RENDER

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EVENT | STALL RENDER

INTERIOR DESIGN

EVENT | STALL RENDER

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EVENT | STALL RENDER

INTERIOR DESIGN

EVENT | STALL RENDER

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STALL MOCK UP

EVENT | STALL MOCKUP

STALL MOCK UP

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Underground (UG), is from Melbourne, Au. With a strong focus on comfortable yet iconic designs, we are driven to create timeless work by portraying an aesthetic that is uniquely UG’s own.

By creating uniform for the staff, the event‘s mood and atmosphere is set. With all the comforting fabric and silhouettes that makes one feel at home, it reflects back to the attendees to make them feel at home.

Underground Staff Uniform | Underground

Underground Staff Uniform | Underground

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Uniform 2021

Underground pays close attention to fabrics and cuts, which is why the brand’s clothes feel and look good. This staff set is made from soft, 480g French Terry Cotton and embroidered with a brown logo at the chest.

Washing instructions Machine Wash

Composition Cotton 60%, Polyester 32%, Rayon 8%

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Underground Staff Uniform | Underground Blanket Heather grey and black cotton collection blanket from Underground turing a relaxed shape and a central logo in the Underground

Underground Staff Uniform | Underground Blanket feafont.

BLANKET SAMPLE

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Underground Staff Uniform | Underground Blanket

Underground Staff Uniform | Underground Blanket

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BLANKET SAMPLE

Underground Staff Uniform | Underground Blanket

STAFF UNIFORM

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Underground Staff Uniform | Underground STAFF

HOODIE MERCH

Underground Staff Uniform | Underground Mod

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Underground Staff Uniform | Underground Mod

CONTACT : +61424729052 EMAIL : underground.evnt@gmail.com kezset.work@gmail.com https://www.facebook.com/undergroundmar- ketplace/ Linkedin : https://www.linkedin.com/in/keziaannabellesetiamidjaja/ ABN : 95206187765

Bate, M., 2020. Colliers International | The Emerging Resale Market. [online] Colliers.com. au. Available at: <https://www.colliers.com.au/en-au/news/the-emerging-resale-market> [Accessed 14 November 2020].

(Unknown). 2020. Footwear - Australia | Statista Market Forecast. [online] Available at: <https://www.statista.com/outlook/11000000/107/footwear/australia> [Accessed 14 November 2020].