Fashion+Technology
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Presentation of the integration of fashion and technology for the Junior Fellows on 2/11/10. I have added in text so that people reading the powerpoint can get an idea of what I was saying.
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A look at the current state, emerging innovations, and future trends of the fashion industry, from a user experience perspective.
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Zara is a major international fast fashion retailer owned by Inditex. It was founded in 1975 in La Coruña, Spain and has since expanded to over 2,000 stores across 88 countries. Zara commits to continuously innovating and providing new, quality designs at affordable prices faster than competitors. It aims to contribute to sustainable development through practices like using ecological fabrics and organic cotton. Zara's success is attributed to its ability to rapidly translate fashion trends into new collections available in stores through an integrated supply chain model.
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Levi Strauss & Co. is a global leader in jeanswear that designs and markets jeans and casual wear. It sells products in over 110 countries through retailers, department stores, and its own 2,800 stores. In 2012, Levi's reported $4.6 billion in net revenues. Levi's brands such as Levi's and Dockers are iconic American styles representing freedom and self-expression. Currently, Levi's targets fashion-conscious youth and young professionals aged 15-30, as well as loyal older customers aged 30-50. The document discusses Levi's brand identity, values, target markets, product lines, and competitors. It analyzes opportunities for Levi's to better target the urban demographic and enhance its brand platform.
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Future of Fashion
A look at the current state, emerging innovations, and future trends of the fashion industry, from a user experience perspective.
Zara
Zara is a major international fast fashion retailer owned by Inditex. It was founded in 1975 in La Coruña, Spain and has since expanded to over 2,000 stores across 88 countries. Zara commits to continuously innovating and providing new, quality designs at affordable prices faster than competitors. It aims to contribute to sustainable development through practices like using ecological fabrics and organic cotton. Zara's success is attributed to its ability to rapidly translate fashion trends into new collections available in stores through an integrated supply chain model.
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1. The document discusses various topics related to sustainability in the fashion industry including issues like fast fashion, workers' rights, and the use of eco-friendly materials.
2. It introduces several technologies and companies working on sustainable solutions, such as DAAI Technology which recycles PET bottles into fabric and SINGCARE which uses recycled polyester and coffee grounds to create functional fabrics.
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Levi Strauss & Co. is a global leader in jeanswear that designs and markets jeans and casual wear. It sells products in over 110 countries through retailers, department stores, and its own 2,800 stores. In 2012, Levi's reported $4.6 billion in net revenues. Levi's brands such as Levi's and Dockers are iconic American styles representing freedom and self-expression. Currently, Levi's targets fashion-conscious youth and young professionals aged 15-30, as well as loyal older customers aged 30-50. The document discusses Levi's brand identity, values, target markets, product lines, and competitors. It analyzes opportunities for Levi's to better target the urban demographic and enhance its brand platform.
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Tom Ford is renowned for his attention to detail and perfectionism in designing luxury menswear and womenswear. He strives to make beautifully crafted clothing and believes in meticulous service for discerning customers. Through his roles at Gucci and in launching his own brand, Tom Ford has proven himself a talented designer with strong brand vision and marketing instincts. He achieves success by maintaining independence, quality, and control over his brand identity and image.
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Levi Strauss & Co. is a global leader in jeans and casual apparel. They design and market jeans, casual wear, and accessories that are sold in over 110 countries through retailers, department stores, online sites, and their 2,800 retail stores. In fiscal year 2012, Levi Strauss reported $4.6 billion in net revenues. Since 1873, Levi's jeans have become one of the most recognizable clothing brands in the world, representing classic American style. The company focuses on promoting fair labor standards and workers' rights.
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- The document outlines H&M's policies regarding merchandising, staff, e-retail, returns, privacy, quality, promotions, and includes a proposed 6-month buying plan for their women's active wear category.
- The buying plan establishes objectives, projected sales, planned purchases, reductions, markdowns, shrinkage, beginning and end of month stock levels to translate profit goals into a merchandising framework and purchasing schedule.
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this presentation shows the define of fashion communication and branding and describe the brand attributes in broad ides.
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The document outlines an objective research design for conducting an in-depth study of the Levi's brand. It includes three objectives: 1) To study Levi's brand, 2) To study Levi's marketing mix, and 3) To study Levi's consumer and competitor analysis. For each objective, it describes the research design as exploratory and/or descriptive and lists the proposed data collection methods as websites, in-depth interviews, observation, expert advice, and questionnaires. The target sample size is 100 people aged 18-30 years using snowball sampling.
Company Marketing Strategy - Vans
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Levi's Brand and Product Strategy
Levi Strauss & Co. is a global leader in jeans and casual apparel. They design and market jeans, casual wear, and accessories that are sold in over 110 countries through retailers, department stores, online sites, and their 2,800 retail stores. In fiscal year 2012, Levi Strauss reported $4.6 billion in net revenues. Since 1873, Levi's jeans have become one of the most recognizable clothing brands in the world, representing classic American style. The company focuses on promoting fair labor standards and workers' rights.
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Calvin Klein operates in India through licensing agreements with local partners. In India, Murjani Group has the exclusive rights to sell Calvin Klein jeans and accessories through retail stores and department stores. The document discusses Calvin Klein's visual merchandising, product, promotion, and market strategies in India. These include product segmentation, balanced displays, advertising in major cities, and plans to open 50-100 retail stores in the coming years through an aggressive consumer education campaign.
Group 1 (UNIQLO)
Uniqlo is a Japanese casual wear brand that started as a division of Fast Retailing in 1949. It has since expanded internationally with over 800 stores in Japan and hundreds more across Asia, Europe and North America. Uniqlo aims to offer basic, high-quality clothing made for all ages at affordable price points. It has pursued an aggressive international expansion strategy and set a goal of 5 trillion yen in annual sales by 2020.
Nespresso brand positioning
Nespresso was created in 1986 as a Nestle subsidiary. It has become globally successful due to its brand positioning focusing on practical coffee machines, high quality coffee, excellent service, and strong communication. While Nespresso faces competition from compatible capsules and Jacob Dauwe Egberts, its exclusive boutique distribution and brand community have allowed it to maintain differentiation in the market. However, Jacob Dauwe Egberts' larger scale may enable it to erode Nespresso's market through lower pricing and greater advertising investments.
digital marketing of coca cola adidas and american tourister
This document provides an analysis of the digital marketing strategies of Coca Cola, Adidas, and American Tourister. It begins with an acknowledgement and table of contents, then discusses each brand's social media presence and campaigns. For Coca Cola, it examines strategies on Facebook, Twitter, Tumblr, Pinterest, and campaigns like "Share a Coke." For Adidas, it discusses building hype on launches through social media and user-generated content. For American Tourister, it outlines campaigns on Twitter, Facebook and YouTube. The document also lists malls chosen for the study and discusses branding strategies used by Coca Cola.
Six months Hypothetical buying plan of H &M.
- H&M has been operating since 1947 and now operates globally both in physical stores and online.
- The document outlines H&M's policies regarding merchandising, staff, e-retail, returns, privacy, quality, promotions, and includes a proposed 6-month buying plan for their women's active wear category.
- The buying plan establishes objectives, projected sales, planned purchases, reductions, markdowns, shrinkage, beginning and end of month stock levels to translate profit goals into a merchandising framework and purchasing schedule.
Adidas Brand Study
The report studies the Brand "Adidas" and its aspects like CBBE, Brand Prism, Positioning, Target Segment.
This is made by Shivi Aggarwal and Madhusudan Partani, Students of FORE School of Managemnt.
Contact: madhu.partani@gmail.com
Levi's Brand equity
The document discusses strategies for positioning and extending the Levi's brand. It analyzes Levi's brand identity, positioning, and core strengths around youth, individualism, and American style. The document also maps out extension areas for Levi's, such as premium jeans, jackets, and t-shirts, while identifying formal dress and low quality/price as no-go areas. It evaluates reasons to extend the brand, including growth, preventing switching to competitors, and leveraging functional and emotional benefits associated with Levi's.
UNIQLO LifeWear - Brand Activation Ideas
UNIQLO was fixated on pushing their products through POS without understanding the nuances of picky Londoners.
We needed to go beyond product features, to resonate with our audience on an emotional level.
After researching Londoner millennials extensively, we produced a series of ideas, from quick executions to long-tail initiatives, to engage them in their daily ecosystems.
presentation -- Prada
Prada was established in 1913 by Mario Prada, specializing in luxury leather goods. Prada aims to create fashion through careful observation of the world and interaction with different cultures. Prada targets affluent customers seeking high quality, innovative goods. It positions itself through sophisticated, trendsetting materials and manufacturing. While Prada has an e-store and engages on social media, it has room for growth in digital marketing compared to competitors like Louis Vuitton and Burberry. Prada's brand strategy includes developing an app, enhancing its e-store, increasing social media activity, and implementing search engine marketing.
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The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
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Fashion+Technology
- 1. FASHION+TECHNOLOGY LIZ WONG | 2.10.2010
- 2. What were you thinking about when you got dressed this morning?
- 3. Was it the weather? The activities you have planned for the day?
- 4. Believe it or not, it’s important to study clothing.
- 5. Clothing is a codified language that acts as an interface between you and the world around you. For example, think about the differences between male and female dress, and what it means when one gender wears the other’s clothes.
- 6. Clothing has (at least) two purposes:1. Aesthetic2. functional
- 7. AESTHETIC Clothing is a way to express yourself, indentify potential friends/mates/enemies, and to signify your interests, status, and tastes. For example, think of how a t-shirt can convey a person’s taste in music, politics, or brands. Also, consider the strict language of military dress, where stars or medals on your uniform serve as direct indicators for how to treat you.
- 8. FUNCTIONAL Clothing is also a necessity – it keeps you warm, protects from rain and other inclement weather Wearing clothes is essential to most standards of decency Clothing can flatter or alter the figure
- 9. The function of clothing can be practical, aesthetic, or both. The same is true of wearable technology.
- 10. I see wearable tech as a way to enhance the coded language of clothing – to make it more explicit and more functional.
- 11. A HISTORY
- 12. Fashion has always embraced new technology.Some highlights:
- 13. Industrial Revolution – mechanization of textile manufacturing leads to huge increase in availability of clothing
- 14. 1938 – Invention of world’s first synthetic fiber leads to stretch, permanent press, and other kinds of fabric innovations
- 15. Technology has been used to alter the shape of the body through clothing from the Elizabethan era to the present.
- 16. MODERNINNOVATIONS IN WEARABLE TECH
- 17. Clothes that TwitterDress that displays images posted to twitter with a specific hashtag
- 18. Clothes that interact with our environmentSweatshirt with air quality sensors that will light up and buzz when the air is bad, alerting the wearer to raise the protective hood to cover the nose and mouth
- 19. Theissues
- 20. Fashionable wearables act as interactive interfaces between the user and the world. So…
- 21. How can technology change or enhance our relationship to our clothes/environment/other people?
- 22. MYGARMENT THE DESIGN PROCESS
- 23. INSPIRATION
- 24. SKETCH
- 25. TECHNICAL SKETCH
- 26. DRAPING
- 27. SEWING