2. Contents.
What is
Our business model and how the FIND LAB works.
Our mission statement and brand values.
What our consumer looks like.
How the baselayer market is distributed.
Our product philosophy.
How we plan to market our brand.
4. So what?
Frankly® is a natural fibre performance garment brand
and is the result of an idea that was generated out of a
growing market need for performance from natural
fibre based fabrics which ultimately meant that
products could be comfortable, wicking, non-smelling
and sustainable.
5. Business Model.
Frankly® is set up as part of Frankly Industries PTY
Ltd which are based in Australia. There will be 3
divisions, Australasia, Europe and The Americas.
london
usa
melbourne
6. Target Distribution.
Focus markets.
Australia / New Zealand / UK / Germany / Austria /
France / Switzerland / Italy / Canada / USA / Benelux /
Scandinavia / Spain / China / Japan / Russia / Iceland /
South Africa / Argentina / Eastern Europe.
7. Distribution.
Year 1–3.
Australia & New Zealand, UK, Germany, Austria,
France, Switzerland, Italy, Holland and Canada.
Year 3–5.
Australia & New Zealand, UK, Germany, Austria,
France, Switzerland, Italy, Holland and Canada.
Benelux, Scandinavia, USA, Far East.
Year 5 onwards.
Australia & New Zealand, UK, Germany, Austria,
France, Switzerland, Italy, Holland and Canada.
Benelux, Scandinavia, USA, Far East. Spain,
Russia, Iceland, South Africa, Eastern Europe.
9. To create inspiring performance
product using innovative natural
fibres and responsible design ethics
whilst embracing
a spirit of adventure, respect and
fun.
10. Key Brand Objectives.
01 To innovate product within performance categories
and to make Frankly® a credible standalone brand.
02 To be the only consumer brand to use NeobiTM
within the consumer market.
03 To develop the Frankly® brand name across multiple
sports and leisure categories.
04 To conduct business responsibly.
05 To develop the business initially from the UK and
Australia and then to expand globally in relevant
market areas.
11. Categories.
Frankly® will be relevant to the following leisure and
sports activities:
Mountain Sports / Cycling / Golf / Hiking & Backpacking /
Exploration / Running / Walking / Climbing / Football &
Rugby / Training / General Training / Street Sports /
Urban / Commuting / Military / Workwear /
Refer to Neobi® diagram in Neobi® section that
recommends the weights per activity.
20. Our Consumer.
We don’t want to talk about our consumer in terms of
age, gender and occupation.
We would like to say our consumer is about attitude.
Youthful Attitude.
Intelligent mindset.
Understands what is going on in the World.
Knows about quality.
Wants to have fun.
Loves to be outside.
Likes the simple things.
Quite cool.
49. Neobi®
The Frankly® brand will be launched into the market
using a fabric that has been specially developed for the
Frankly® product. This groundbreaking fabric is called
NeobiTM and it is a merino cotton based fabric.
Neobi® works by using the merino on the inside and the
cotton on the outer. The cotton pulls the sweat away
from the body and evaporates on the outside. Because
of the properties of wool the wearer does not feel
damp whilst the water is going through the evaporation
process.
50. Recommended weights for use.
Diagram to show 3
different weights of
Neobi® and their
recommended use
for activity and
climatic conditions.
67. Final thoughts.
Frankly® wants to be your friend. Go with you places,
not offend you, grow old with you and be reliable.
This is not a brand that creates landfill or uses
depleting resources, neither is it about superheroes,
muscle performance or high tech chemical reliable
innovation.
It is about a refreshing and simplified way of looking at
garments that need to perform. Long term.
It is about getting back to basics.
It is about having fun.
