competition
Competition was designed to develop my entrepreneurial skills, building on my ability to communicate a concept and justify an idea for my chosen market.
In the module, the focus was on key drivers, consumers and market intelligence within the chosen sector of the industry. Research was collated through threads that were identified in the recommendations from Dissertation.
These threads and recommendations then refined into a proposal of which was communicated in a Dragons Den Style Pitch to a panel of staff and industry experts.
The concept had to be innovative in its approach and to be able to differentiate itself from the sectors competitors and relevant to the current and future fashion/lifestyle market.
This module was aligned to the Graduate Fashion Week Competitions; the chosen award being the New Business Award. The concept, which was later developed in Final Major Project, was to create a streetwear brand that was aimed at Sikh Millennials which correlates to the New Business Award - Graduate Fashion Award.
In the reserach report the following were identified and evaluated:
- Key drivers, lifestyle and cultural trends research
- Market Sector Intelligence & Conditions
- Intended Consumer - Tribe - Micro Group
The presentation was in form of a Dragon’s Den style pitch, considering:
- What is the idea/concept?
- Why do we need it?
- Why is it innovative?
- Who it is for?
- What does it do - functions, features, benefits USP
Research Report
Assessment Outcomes
1. App – Submitted Digitally
The app will provide a multi-channel experience. The app will be communicated through a digital document that will include mock ups for each section.
Home page – This will be the first page when searching for our website. It will include relevant info and recent collaborations.
New In – This will show the new-in products.
Clothing – This is where all our clothing will be sold, it will not be divided into sex categories. Sizes will range from XXSmall to XXLarge.
Accessories - This is where all our accessories, including shoes, will be sold.
Debonair for Men – This is where our partnering brand will sell their products.
Blog –Where consumers can interact with everyone, as a community. Will also show recent collaborations, photoshoots.
How-to-Style – Being a unisex brand, consumers will want to have inspiration on how-to-style our products.
Sikh Relief – Will give consumers information on the charity. Also have an option for consumers to donate. (We donate 10% of our proceeds)
About – This page will include what SKD is and the values.
Contact – Any enquiries can be communicated here.
2. CAD Designs – Submitted Digitally
A minimum of 6 CAD Designs will what fabrics will be used.produced to show what a collection will look like. This will also show
3. Business Plan – Submitted Digitally & Physically
A business plan will be created to provide an outline of SKD including:
- Executive Summary
- Aims
- The Concept/Service
- Unique Selling Point
- Key Drivers
- The Market
- The Consumer
- Consumer Tribe
- Consumer Trends
- Consumer Behaviour
- The Competitors
- SWOT Analysis
- Market Positioning Map
- Marketing Plan
- Social Media Mock-Up
- Influencer promotion
- Leaflets/Flyers
- Timeline
- Finance
- Budget
- Costings
- Sales
- Product Pricing
- Future Growth Strategy
- Conclusion
4. Photo-Shoot
A booklet showcasing the first photo-shoot with the products.
The Proposal
The Concept
SINGH-KAUR-DESIGNS is a national, with the intention of being International, unisex, online streetwear brand that incorporates two cultures into one; Indian and Streetwear. It is primarily aimed at Sikhs born between 1995-2005 whom are born in a western country but respect and appreciate where they come from. The aim is to let Sikhs be proud of their religion but also wear clothing that is trendy and modern but also incorporate the religious aspect.
The key drivers; modest fashion, streetwear, unisex clothing and power of influencers have highlighted a need for an affordable, unisex, streetwear brand that is aimed at millennials, more importantly, Sikhs.
With the streetwear market forecast to grow, with the increase of luxury sales, a lot more brands will be adjusting to this trend. As E-commerce is becoming the most popular way of shopping as the sector expanded by 11.4% as of September 2018 (Wertz, 2018), it is evident that an online streetwear brand is needed in order to appeal to the younger consumer.
Being such a unique and bespoke brand, there are limited brands that are out there doing the same. Brands such as Seek Refuge are our main competitor as they are a streetwear brand aimed for Muslim women. What makes SKD different is that is appealing to a wider consumer; both genders. Off-White is another brand that SKD consider as competitors as they are a driver for the rise in streetwear.
The Pitch
