Dream In You (DIY) is a business idea for a new fashion concept store that puts the designing power into the hands of our creative customers while being environmentally aware and sustainable.
3. Mission Statement & Goals
• Mission Statement
• We have designed a high quality and
environmentally friendly clothing line that
allows the wearer to express their
creativity and individualism by
encouraging the modification of our
clothes and recycling the scraps into
fashion accessories. We encourage
sustainable practices through out our
entire business structure.
• Goals:
• To make our customers the designers,
and to give a portion of our profits to
organizations that help the environment..
A. Donlevy, J. Le MKTG 415
4. • To have basic fashion pieces that
can be altered to match new
trends
• Create your own accessories to
match outfits
• Help young designers have
confidence in their creativity
• Alteration Uh-Oh Policy: bring
in any article of clothing you
made a mistake on and we’ll give
you 20% off your next purchase.
The Concept…
A. Donlevy, J. Le MKTG 415
5. D.I.Y. Community Will…
• Put on classes in our D.I.Y. stores
• Have in-store tutorials that show our customers
potential ways they can alter our clothing
• Share creations with other Dreamers in their
local community or online
A. Donlevy, J. Le MKTG 415
6. Our 4 Lines
• The Basics
• The Colors
• The Patterns
• The Mixed
A. Donlevy, J. Le MKTG 415
12. The Dreamer: Her Story
Our girl is a young adult, likely between 16-28. She is a
bohemian earthy girl, who likes fashion, but is not overly
trendy. She wants to show her creative side through her
image, but probably has limited time due to school or
beginning a career. She is environmentally conscious
and may be active in volunteering to green causes. She
sees herself as an artistic person, she has an active
mind that is imaginative, and she likes to create. She
has a tumbl,r instagram, or pinterest and is active on
social media and blogs. She may be a fashion or
lifestyle blogger, and follows many herself. She is
inspired by DIY tutorials online, and may post some of
her own tutorials. Her hobbies may include
photography, cinema, or the arts. She also attends
many music festivals such as coachella and burning
man, where she will dress to express her individuality.
A. Donlevy, J. Le MKTG 415
13. Product
We will use natural materials, no
synthetics, very environmentally
friendly
Products will be simple in essence,
but easily customizable. the buyer
makes it their own.
We will sell all tools and accessories
necessary to help buyer create a
complete look
Price (varies with materials
chosen)
Fabrics for a dress: $30-$70
Fabric for a t-shirt/ scarf/
smaller good: $15-$40
Jewelry: varies with material
Discount if customers recycle
old unwanted fabrics
A. Donlevy, J. Le MKTG 415
14. Our Store
serene peaceful, bohemian
layout
made to inspire customer
provide in store tutorials
A. Donlevy, J. Le MKTG 415
15. Promotion: Using Social Media
Lifestyle Blog: this is Where we will
build our brand story and personality. It
will feature DIY tutorials, fashion trends,
travel news, etc.
Instagram/ pinterest: we will have an
account to feature other Customers
creations through our products. This gets
the consumer involved and feel like they
are part of a community
A. Donlevy, J. Le MKTG 415
16. Events
We will have organized
store parties where
customers can come and
see new style ideas and
learn new trends. Our
mission is to inspire and
teach at the same time.
We want to build a
community of Dreamer
girls.
A. Donlevy, J. Le MKTG 415
17. Style Contests
Style contests: winners
receive gift cards
Who wore it better?
Contests for best looks for
Events
A. Donlevy, J. Le MKTG 415
18. Our Commitment
Clients can buy with a cause,
knowing that as a brand we
support helping the environment.
This includes our practices, our
materials used, methods of
distributing; we will always strive
to be as sustainable as possible.
We also donate a percentage of
our profits to NPOs that aim to
help the environment.
A. Donlevy, J. Le MKTG 415
