Academy of Art University

Graduate School of Fashion Merchandising Midpoint Proposal

Presentation Date and Time: March 14, 2016

9:00AM PST

Theresia Jennifer

ANDROGYNY

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ANDROGYNY Autobiography ...................................................................................................................................... 3 Resume ................................................................................................................................................. 4 Course Project Examples .................................................................................................................... 5 Abstract ................................................................................................................................................ 8 Thesis Proposal ................................................................................................................................... 9

Inspiration ................................................................................................................................................... 10 Brand Personality ....................................................................................................................................... 11

Type of Business ............................................................................................................................... 12 Vision and Mission Statement .......................................................................................................... 13 Market Overview and Opportunities ................................................................................................ 14 Location .............................................................................................................................................. 16 Target Market ..................................................................................................................................... 20

Primary Target Market Profile ..................................................................................................................... 21 Secondary Target Market Profile ................................................................................................................ 22

Product Mix and Brands .................................................................................................................... 23 Apparel ....................................................................................................................................................... 23 Accessories ................................................................................................................................................ 28 Jewelry ........................................................................................................................................................ 29

Competitors ........................................................................................................................................ 30 In Product Offerings .................................................................................................................................... 30 In Shopping Experience .............................................................................................................................. 33

SWOT Analysis .................................................................................................................................. 35 Marketing and Promotional Strategy ............................................................................................... 36 Competitive Advantage ..................................................................................................................... 37 Outline of the Concept ....................................................................................................................... 38 Final Thesis Plan ................................................................................................................................ 39 Timeline .............................................................................................................................................. 40 References .......................................................................................................................................... 41

TABLE OF CONTENTS

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Title of project: Michael Kors Watch Date created: Spring 2015 Course Name: WNM 600 Instructor: Dan Eriksson About: Created an advertisement for a Michael Kors watch using Adobe Illustrator. Project includes shape creations, gradient tool, mesh tool, and more.

COURSE PROJECT EXAMPLE 1

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WALL DISPLAY - URBAN OUTFITTERS

Title of project: Urban Outfitters - Sustainability Design Date created: Fall 2015 Course Name: FSH 675 Instructor: Russell Clower About: Created window and in-store display for Urban Outfitters using sustainable idea and props.

COURSE PROJECT EXAMPLE 2

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Title of project: Misschief Perfume Date created: Fall 2015 Course Name: FSH 699 Instructor: Keanan Duffty About: Collaborated in a group developing new ideas and concepts for a brand new perfume brand. Project consisted of perfume creation process, sales and distribution plan, budgeting, branding, packaging, marketing and promotional plan.

COURSE PROJECT EXAMPLE 3

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We all love food trucks; they are everywhere…but why not fashion truck? In this incredibly saturated fashion

industry, as a small business it could be very challenging to be the chosen shop and expect customers to

come to us. So why don't we proactively come to them instead? In this project, I would like to propose an idea

of a multi-brand fashion truck with an androgynous style. This concept will let us serve an untapped market.

We will not only provide a new and unique shopping experience to consumers out there but also a solution to

today’s on-the-go shoppers who expect to make a relevant purchase anywhere they are. In addition, the fact

that the truck is mobile allows us to reach customers and build brand awareness in a more flexible way.

Androgyny will be operating in Seattle, WA, parking at several neighborhoods across the city and also

participating in street fair, college events, and other festivals. We will be targeting women age 18-32 years old

with an adventurous personality, someone who seeks new and unconventional things in life, and appreciate

memory/experience over tangible things.

It is my long time wish to evade a traditional gender role in the world we live in, especially in fashion world. I

have noticed lots of public negative scrutiny when women do not dress femininely or vice versa. To me,

fashion is a form of art – people should not be scared of public criticism to wear whatever they want to wear.

Through this project, I want to advocate people to dress with attitude, wearing what they want regardless of

public expectation. Androgynous fashion is not a trend; it’s an attitude. And this is the reason why we choose

to carry androgynous style and call the project “Androgyny”.

Final thesis will be presented in the Spring of 2017 and completion will consist of with final logo, visual

merchandising, financial planning, and final plan of operations (further details are outlined on page 38).

ABSTRACT

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CONCEPT AND RATIONALE

It was last Autumn of 2015 that I started thinking of a fashion truck business idea. I have always been a fan of

farmers market, street fairs, and festivals, and I love food trucks! Everybody loves food trucks! Thank God they

are everywhere. But the same is not a case with fashion trucks. Barely I see a fashion truck in a city. A

question “why” started popping up in my head. In this incredibly hectic world we live in and especially the highly

saturated fashion industry, it is quite a challenge, nowadays, to stand out and expect people to come to your

brand new business. It’s not that it is impossible; however, it requires a lot of heavy marketing that could be an

obstacle for a small business starting up. So why don’t we come to them instead? The idea of a fashion truck is

to give customers a unique and exciting shopping experience, and at the same time, allows us to come to

customers and reach them in a more flexible and easier way.

Initially inspired by the 1920s flapper girl, Androgyny will be a curated multi-brand fashion truck with an

androgynous fashion style located in Seattle, Washington. We believe fashion is a form of art; it is not a way to

prove traditional gender roles. There are still a lot of public criticisms out there about women who dress

tomboyish or men who dress somewhat feminine, and often times they are associated with “gay or lesbians”.

Through this brand, we want to advocate that women should dress with attitude, they should dress for her own

self and wear whatever they want as long as they feel good about it. After all, our philosophy is to always put

ourselves in the customers’ shoes and connect with them emotionally.

OBJECTIVES

These days, department stores and traditional brick and mortar stores are no longer the go-to places for

shopping destinations. People tend to shop all over the place. The nature of mobile retail that can move around

town and technically come to customers will provide them with distinctive environment of shopping.

Furthermore, fashion trucks are often times associated with vintage or bohemian image. With that being said,

Androgyny will be one of the first mobile retails that sell contemporary androgynous fashion.

THESIS PROPOSAL

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INSPIRATIONS

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BRAND PERSONALITY

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Androgyny will be operating in retail business inside an airstream trailer. An ideal size would be around 25 to

31 foot, which will cost around USD$17,000 - $28,000 to purchase, and additional $5,000 - $10,000 to flip the

truck into a store on wheels. We will have an online presence that tells about the scheduling and all the basic

information about the truck, but not for online purchase just yet. This mobile shop will carry various fashion

brands from around the world and focus on brands that are still relatively small and hard to find. Due to our

limited space and to create sense of urgency, new merchandise will be replenished every two to four weeks.

We will be having a warehouse/ office; and in addition to that, we will be carrying some backstock on the truck;

possibly inside drawers underneath hanging styles. Inventory wise, the truck can carry approximately 150 to

200 total units of apparels (including the backstock). Our store will have low to middle price point - most of the

merchandise will be under $200 at retail, and we plan to buy wholesale at around 40 to 45 percent of the

MSRP.

TYPE OF BUSINESS

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Mission Statement: To give our community a distinctive shopping experience and emotionally connect with them while providing

the best fashion possible on a timely manner.

Vision Statement: To evade outdated gender roles and empower people to express fashion as an art in their own term regardless

of public criticism.

VISION AND MISSION

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MARKET OVERVIEW & OPPORTUNITIES

Toms, Los Angeles. Source: WGSN

1. Mobile fashion trucks: a growing trend

Be it a new venture or a business expansion, mobile fashion trucks have been the latest trend in the US

retail industry. The plus points of this new retail strategy have attracted many business owners in the US.

Mobile retail offers the flexibility that brick and mortar does not; it allows business owners to reach

customers in an easier way, and also lets them to test out different markets and locations before really

planting the roots. In addition, mobile retail also has a lower risk and financial barrier to entry compared to

traditional retail stores. In terms of the experience, this strategy certainly benefits both the shoppers and

business owners. It provides an unconventional shopping experience for the customers, and a third option

for merchants in doing business, aside from brick and mortar and online.

2. Shift in consumers’ behavior

According to National Retail Federation, as consumers rely more and more on technology to be their

memory, they will become more appreciative of things that do not last long such as pop up shops that

disappear after a few weeks. And with that being considered, consumers today are becoming more willing

to spend money to get experiences over mere things.

3. Retail has moved beyond traditional approach

As reported in WGSN, a new dynamic of retail that can relate to consumers’ on-the-go attitude is emerging.

More traveling consumers along with the rapid growth of mobile technology have changed shoppers’

expectations – they want to be able to make purchases from anywhere, here and now. As a result, retailers

are relocating themselves around those shoppers, offering them opportunities to make a transaction in

places other than traditional retail channels. For example, an LA based retailer, TOMS, parks its new

eyewear “Pop Cart” on a sunny day at an outdoor shopping mall in Glendale, CA.

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4. Women’s clothing market slated for growth There has been a steady growth year-over-year on women’s clothing market since 2009.

According to Mintel, this pattern will continue at an average rate of 2.7% annually, forecasting the

market to reach $139 billion by 2019 – a 14% increase from total retail sales in 2014. One of the

factors contributing to this growth is the increase number of female population in the US that is

expected to grow by more than 4% in the next five years.

Source: Mintel

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LOCATION Androgyny will be located mainly in Seattle, WA, and also some small cities in the state that are most likely a

getaway destination for people who live in the city or tourist who comes from other states, such as Port

Townsend, Orcas Island, Leavenworth, and San Juan Island. We will also be participating in college events,

street fairs, and state festivals.

Some of the locations we plan to park at are as follows:

Ballard

A historical maritime-centric neighborhood that is still maintaining its working waterfront and has a pedestrian

friendly layout. Today, Ballard is filled with lineups of bars, shops, and restaurants, making it the hippest hot

spots for locals and tourists. The fact that Sonic Boom Records is there and it is only few miles away from

University of Washington makes it a perfect location for us in terms of foot traffic.

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South Lake Union (SLU)

Seattle’s downtown lakefront community; a home of Amazonians. SLU is close to downtown, very accessible

by foot, bus, and streetcars. Office buildings, a recently revitalized Lake Union Park, some taverns,

restaurants, and retail shops have really turned SLU into a distinctive neighborhood with live-work-play culture.

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University District

Surrounding the University of Washington and “The Ave” (University Way), U District is just like the college

town for UW students. The neighborhood has a lot of funky places to shop, eat, drink, and hangout. It definitely

has a youthful feel and is also home of urban shopping areas.

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Downtown Seattle – Waterfront

The Seattle Waterfront is a walkable span of promenades, piers, ferry terminals, restaurants, shopping, and all

public places. With Pike Place Market and downtown core just steps away, Waterfront is never going to be

missed by tourists as well as locals, bringing a good traffic for our truck.

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TARGET MARKET Demographics Gender: Female Age: 18-32 years old Income: $20,000 - $70,000 annually Education: High School and above Occupation: Students or young professionals in any field Location: Seattle / Washington State area Ethnicity and Race: All kinds Psychographics

• Independent • Confident • Open-minded • World explorer / traveler • Always seek for new things/ experiences • Interested in art, nature, street style, outdoor activities, backpacking, photography, food trucks, farmers

market, street festivals • Obsessed with style, not brands • She dresses for herself, not to please others. She wears whatever she likes as long as she feels good

about it • She’s a tomboy, but sexy at the same time • She prefers to buy experience/ memory over things • She reads blogs, news, lifestyle magazines • She believes in human rights, social equality, gender equality, and welfare • “Keep it simple; seize the day” is her mantra of life

Sociographics Will be further discussed in each individual target market profile.

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PRIMARY TARGET MARKET PROFILE

Name: Pat Rerkasem

Age: 22 years old

Ethnicity: Asian (Thai)

Hometown: Bangkok, Thailand

Family: no family in the US except her aunt who lives in San Francisco. She spends most of her time with

friends.

Occupation: Student at Art Institute of Seattle majoring in Graphic Design & Part Time Retail Sales Associate

Income: $20,0000 annually

Residence: Ballard, WA

Interest: Architecture, visual merchandising, fine arts, interior design, street style, photography, nature

(beach), illustrations, politics, gender equality, human rights.

Activities: skating, movie nights, social gatherings, sketching, watersport, road trip

Attitude: independent, confident, boyish, minimalist, practical, value-conscious

Fashion style: androgynous, casual, denim and sneakers fan

Shopping behavior: online, small boutiques, flea market, pop-up shops, mobile retail

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SECONDARY TARGET MARKET PROFILE

Name: Katie Shannon

Age: 31 years old

Ethnicity: American

Hometown: Boston, MA

Family: husband and two years old son

Occupation: Vendor Specialist at Amazon

Income: $62,0000 annually

Residence: South Lake Union, WA

Interest: Nature, outdoor activities, paintings, travels, spa, fashion, cooking, wine, psychology, journalism,

books, yoga, healthcare, education, child welfare, home décor, culture diversities

Activities: hiking, running, movie night, backpacking, traveling, gardening, beach, social gathering, spending

time with her family

Attitude: warm, open-minded, easygoing, calm, forward-thinker, assertive

Fashion style: mix of everything; mainly casual, bohemian, vintage

Shopping behavior: online, specialty stores, farmers market, pop-up shops, mobile retail. She prefers quality

to price when she shops.

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PRODUCT MIX AND BRANDS APPAREL 1. Native Youth

• UK based, designed in England

• $30 - $200

• No stockist in Washington State yet, the closest is in Portland.

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2. The Fifth Label (www.thefifthlabel.com)

• Australian based

• Casual and minimalist

• $30 - $120

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3. Veer NYC (www.veernyc.com)

• Based in New York

• Contemporary label focusing on androgynous style

• $39-$200

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4. One Tea Spoon (www.oneteaspoon.com.au)

• Australian based

• High end street style and tomboyish clothing

• $40 - $200

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5. Knot Sisters (www.knotsisters.com)

• US based • “femme fatale and tomboy cool” is what they are best described as • $30 - $185

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ACCESSORIES 1. Crap Eyewear

• Based in LA

• No stockist in any retailers in Seattle yet

• $28 - $70

2. Baggu

• New York based handbag company

• Minimalist style

• $15 - $200

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JEWELRY

1. Faris

• Seattle based jewelry designer

• $48 - $200

2. Circadian Studios

• San Francisco based

• $70 - $180

3. Edge of Ember

• UK based

• $57 - $200

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KEY COMPETITORS

In terms of product offerings:

1. Pipe and Row (www.pipeandrow.com)

• A multi-brand women ‘s clothing boutique offering curated urban chic street-style pieces. Most

merchandise in the store is smaller brands that are still under-the-radar and have not yet hit large

department stores. Pipe and Row offers around 100 different brands with both offline and online

presence; however, not all merchandise online are also available in store

• Founded: 2014

• Location: Fremont District, Seattle, WA

• Price range: $6 - $395

• Products categories: Women’s clothing, shoes, jewelry, accessories, home goods

• Brands offered: The Fifth Label, Miista, Cameo, Just Female, Knot Sisters, Lacausa, JOA

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2. Ketch Shop (www.ketchshop.com)

• A small multi-brand store carrying men’s and women’s clothing located in an understated urban loft

style in one of Seattle’s neighborhood. Ketch carries a low to mid price contemporary style clothing that

is mostly US-based brands. Ketch has both online and offline channels, carrying around less than 50

brands.

• Founded: 2010

• Location: Ballard, Seattle, WA

• Price range: $30 - $200

• Product categories: Men and women’s apparel, women’s jewelry

• Brands offered: Callahan, House of Harlow, Life After Denim, Native Youth, Janessa Leone, Obey

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3. Urban Outfitters

• A well-known multi-brand store amongst younger shopper offering all kinds of quirky products with

mid to high price range. UO has a various brands offered, both well-established and up-and-coming

designers.

• Founded: 1970, in Philadelphia

• Location: Several locations throughout the city à University District, Downtown Seattle, and Capitol

Hill to name a few

• Price range: $8 - $249 (Gift card up to $1000)

• Product categories: Women’s and Men’s apparel, accessories, activewear, shoes, home, music

• Brands offered: more than 200 different brands from Vans, Obey, Jeffrey Campbell, to smaller

brands such as Silence + Noise, For Love and Lemons, d.RA, Just Female.

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In terms of shopping experience: 1. Lika Love (www.likalove.com)

• A mobile clothing boutique carrying women’s apparel, accessories, and jewelry. Lika Love Truck

mainly operates around West Seattle neighborhood but it also hops at several other neighborhoods

at times. It collaborates with local events and caters to private parties. The truck has now grown to

a couple of brick and mortar stores in Seattle area.

• Founded: 2013

• Location: West Seattle, Downtown Seattle

• Price range: $20 - $349 for truck stock, and up to $926 for in-store stock

• Product categories: Women’s apparel, accessories, jewelry, handbag

• Brands offered: Keepsake the Label, BB Dakota, BCBGeneration, Joie, Thread & Supply

• Style offered: Classic and bohemian fashion

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2. Swank A Go-Go (www.swankboutique.net)

• A bohemian chic mobile boutique operating around Spokane, WA (and also Boise, ID). First

inspired from boutique employees who moved to college in small town and complained about the

lack of fashionable shopping, Swank A Go-Go most of the times could be found around small city

where true fashionable shop is not present, around sorority houses, and at college/ private events.

• Founded: 2013

• Location: Several neighborhoods in Washington State, Spokane, WA

• Price range: $12 - $229

• Product Categories: Women’s apparel, jewelry, shoes, and accessories

• Brands offered: Free People, Sold Denim, Trunk Ltd, Invisibelt

• Style offered: Bohemian

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SWOT ANALYSIS

Strengths

• Provide unique and distinctive shopping experience

• One of a kind mobile truck offering androgynous fashion style

• Ability to create sense of urgency due to the nature of mobile business

• Ability to fulfill the demand of on-the go shoppers who are looking to shop “here and now”

Weaknesses

• Inability to carry lots of inventory • Supplier might give a higher price because of

small quantity purchased • Smaller space can cause customer’s

inconvenience • Shorter operating hours, especially during winter

time • Fashion store out of truck can be perceived as

“cheap”

Opportunities

• Ability to tap different markets in different locations

• Movable truck can increase brand awareness • Expand product categories ranges • More designers collaboration • Potentially operate more trucks

Threats

• Bad weather / rainy days • Global politics causing fuel cost increase • There is no clear line yet on what kind of

business permit applies to mobile retail • Trend shifting • Quick change in fashion creating a challenge for

the business to keep up

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MARKETING & PROMOTIONAL STRATEGY

As a small business starting out, Androgyny would have limited budget to be allocated to marketing strategy.

Taking it into consideration, we would not implement traditional marketing strategy (print ads, radio, and/or

television), but instead would be fully optimizing a presence of social media and our website, as well as other

digital marketing efforts. In addition, we would be sponsoring local and regional events and spread our name

through collaborative partnerships with other organizations and/or small businesses.

As we have stronger brand awareness, starting on the second year or towards the end of our first year, we are

planning to collaborate with local food trucks and make-up artists and have the truck available for private event

bookings. This promotional strategy could also be implemented as our first anniversary promotional event.

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COMPETITIVE ADVANTAGE

1. On-the-go Selling

On-the-go lifestyle combined with the advancement of mobile technology has changed consumers’ mindset

and the way they shop. They are constantly looking for retailers that can relevantly meet their demand

anywhere they go and wish to make a purchase “right here right now”. The concept of mobile retail that

allows the truck to move to different places and come to customers (instead of customers come to us) has

provided a solution for these shoppers.

2. One of the First in Seattle

A concept of fashion truck has not widely common in Seattle just yet. Although there are a total of 500

trucks across America, there are only 2-3 active trucks in Washington State. To date, Androgyny does not

have direct competitors – Lika Love Truck is operating in West Seattle for majority of time, and it is selling a

completely different fashion aesthetic.

3. Unique Shopping Experience

Shopping on a truck is not the typical in-store shopping experience people usually find. Some people whom

I had interviewed previously about this idea responded that they would be intrigued to check out the truck

because the concept is “cool and unique”. They said they would be willing to stop by “just to see how it

looks like inside” even though they had no initial plan to shop.

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OUTLINE OF THE CONCEPT

Project Title: Androgyny

Project Objective: To provide consumers with an unconventional fashion in a timely manner and a unique and

distinctive shopping environment.

Rationale: Fashion truck is an untapped market, especially in Seattle, WA. There is a gap between what

retailer offers these days and the demand of on-the-go shoppers who seek for high relevancy products and

want to make a purchase everywhere they are, here and now.

Project Description: Androgyny fashion truck will be operating in Seattle, WA, parking in several

neighborhoods that have heavy foot traffic. It will be selling androgynous fashion style within a low to mid price

range ($200 and below). Merchandise will be replenished every 2-4 weeks due to a smaller space, and to also

create sense of urgency. Androgyny will be targeting women age 18-32, college students or young

professionals who are tomboy yet sexy, who appreciate memory over things, and obsess with style not brands.

Limitation of the project: The biggest challenge Androgyny will face is to get the assortment right and

balance. Because the truck will be mobile, it won't have the benefit of a stockroom to help replenish goods as

merchandise sells out. The second limitation would be an external factor, which is weather. Seattle is a rainy

city – there are possibilities that some people would be hesitant to visit the truck on rainy days.

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FINAL THESIS PLAN

1. Final logo

2. Final exterior of the truck

3. Visual merchandising of the truck

4. Final Branding Image

5. Financial planning

6. Final merchandise mix and product categories

7. Product assortment and sourcing

8. Final plan for operations (value chains)

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TIMELINE

FALL 2014 FSH 634: Textile and Other Raw Materials – Matthew Gerring FSH 630: Fashion Marketing Strategy – Ricardo Sison FSH 616: Dynamics of Fashion – Bacca da Silva

SPRING 2015 FSH 631: Merchandising Principles – Karen Hook FSH 632: Trend Analysis and Product Development – Susannah Breuer WNM 600: Digital Applications – Dan Eriksson

FALL 2015 FSH 637: Product Sourcing and Assortment Planning – Sharon Murphy FSH 699: Luxury Brand: Product Development and Marketing – Keanan Duffty FSH 675: Visual Merchandising: Image and Brand – Judith Zimrin // Russel Clower GLA 613: History of 20th Century Fashion Arts – Hersha Steinbock

SPRING 2016 FSH 635: Creating Competitive Strategy – Eleanor Ronning FSH 657: Online Retailing – Leah Scherotter GLA 603: Anthropology: Experiencing Culture – Lisa Feder

Anticipated Course

SUMMER 2016 FSH 850: Directed Study: Market Research GLA 608: Professional Presentation and Communication Development

FALL 2016 FSH 853: Directed Study: Visual Merchandising FSH 858: Directed Study: Financial Planning FSH 655: Digital Marketing and Social Media

SPRING 2017 FSH 851: Directed Study: Product Sourcing and Assortment Planning FSH 859: Thesis Wrap Up GLA 671: Professional Practices and Communication for Fashion

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