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Conclusion Triptychday Thursday 19 january
Dayschedule:
- Meeting with Toon about the 3D Installation
- Discussing the feedback
- Devide tasks
- Branding & Art Direction: Think of sustainable team-outfit
- Branding & Art Direction: Sustainable 3D concepting
- Design: Finish outfits
Meeting with Toon
During the meeting we pitched our concept of the installation we created the day before. Toon gave his opinion and he did not agreed with the strength of the installation and if it would work in the lightful room that is the Sieraad. He also pointed out the importance of being sustainable, because that is one of the assignments we have to fulfil.
Discussing the feedback
Since the feedback was not as we wanted it to be we decided a lot upon the information that was given to us. The most important notes we took with us were the sustainability part and the wow-effect we wanted to create. Upon this did we want our Installation to be the linking part between the video and the collection.
Devide Tasks
The design team went back to create the collection, the art direction team and branding team sat for a while to discuss new options and when a concept that needed work was formed part of the branding and part of the art direction team went to work on the outfit and appearance we’d want to make during Triptych.
Sustainable Outfit
The team who did this task went to the sewingroom to get inspired by the leftover fabrics of the designteam since it was in our best interest to re-use this. They created a concept around this for the Triptychday.
Sustainable 3D concepting
A long day was ahead of us of debating wheter to go left or right with our installation. We knew we wanted a performance act but how this was in line with what we wanted to present it was up for debate. Until half past 10 different ideas came to mind but until the very end a decision was not yet to be made. At the end of the day the beginning of the concept we worked out was formed.
Finishing Outfits
Working as hard as the days before the design team really came together with finishing the pieces and the main idea of the designs were really taking shape. Beautiful outfits sent to us in the form of pictures were the joyful feeling everybody needed to finish the day properly.
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PITCH TEXT
1(Marileen) INTRO Symbiosis, the name that explains a living together of two dissimilarities. Symbiosis, the brand that embodies the power of imagination as a necessity, since a lack of imagination would cause a disorder.
2(Rogier) WHAT IS THE SCENARIO? We are in the year 2027, a year in which Symbiosis was created. A time where everyone is questioning their identity, their behavior and their impact on the world. But at the same time this causes a conflict in the minds of people, between their self awareness and their role in society.
3 (Marileen) WHAT WAS THE STARTING POINT OF OUR BRAND? We looked at the 80s in London and two icons that could not be more conflicting and contradicting. Margaret Thatcher, first female Prime Minister; an icon of power and strength and David Bowie, a muse of the mystery and fantasy of London’s underground. Seeing this clash as a starting point for our brand concept we saw the interdependence of those two icons. Both extremes, but also solutions for one another.
3 (Rogier) WHAT IS OUR CONCEPT ? Symbiosis is a youth culture brand that stands for a coexistence of different extremes that benefit from each other. We see our purpose in empowering people, encouraging their individuality by letting them accept their extremes. These young personalities are struggling between their responsibilities as young adults and their own identity. For these identity seekers Symbiosis is the guidance they need in order to be able to express their true selves. The creations of Symbiosis provide possibilities, that are guiding individuals towards liberation in a vibrant, contrasting and dynamic way.
4 (Marileen) HOW IS OUR BRAND REPRESENTED IN OUR PRODUCTS? In all our products we are putting the individual at the core of our brand, in order to guide them towards an understanding that extremes can coexist. The extremes are always adapted to the current zeitgeist, which in 2027 is the conflict between responsible consumerism and individuality. Our main products: The video illustrates the personal inner conflict of the identity seeker on an emotional level. Throughout the video we explore her struggle with the overload of self expressive possibilities and the process of finding her individual inner Symbiosis. The visual installation expresses the physical conflict between behavior and appearance. Shes is taking control and making her individual choices visible through her outside changing. We as symbiosis are acting as a guiding part in this conflicting process. Showing her the extremes and letting her embrace them. The collection represents the latest stage by combining the inner and the outer conflict while embracing a transformation on both levels.
5 (Rogier) WHAT IS THE LOOK AND FEEL OF SYMBIOSIS? Symbiosis' aesthetic is ever changing, although its constantly focusing on emphasizing extremes. This is reached through contrasting elements which are illustrated in the collection through multiple colour usage and exaggeration. The interdependence of those extremes is visualised through transforming elements that are reflected in our collection. This collection plays with the extremes of 2027, a choatic mind and a structured society. One side has vibrant colous with fluid shapes,the other is contrasting with the stiff forms and monotone colours. Extremes that are always adapted to the conflicts facing the identity seeker in a personal and social way.
6(Marileen) HOW IS SYMBIOSIS KEEPING IT SUSTAINABLE? In order to fulfill our responsibilities as a brand, we created a steady circularity between imagination and the re using of waste which transforms to a new creation. While doing so we aim to only upcycle, which makes Symbiosis in a zero waste brand. In the 3D installation, which is a perfomance act we are producing no waste either, the materials are going to be reused afterwards in our collections. The Give away is produced of only used paper, giving them a new purpose while turning them into booklets. Providing people with the possibility to strucutre their mind. So in summary we only use our imagination to create a way of producing zero waste.
8 (Rogier) WHAT IS THE STRAGETY BEHIND OUR BRAND? Symbiosis is divided into two separate clothing lines. A conceptual one, which we are showing today and a derived sub-label that is street wear focused. Symbiosis will be sold in three concept stores in The Netherlands; which are Amsterdam, Rotterdam and Utrecht. The conceptual line sources it fabrics from manufacturers who were about to throw it away. For the pret-a-porter line we will work together with fabric mills such as REBLEND, Knitwear Lab and Everlane. The conceptual no-waste line is not for sale. The estimations of the sales of the derived line are based around similar companies such as Honest By. The total costs of fabrics, production and transport will be after a year €480.000, rent of the concept stores, our office and employments expenses such as salary will be over a years time €540.00, this comes down to the total annual costs of €1.2m. Since our brand is fully sustainable and recycling we have the opportunity to be subsidised by the No-Waste Foundations such as the Start Green Consumer Products and the ING program called Investment Ready Program. The investment budget will be around €1.4m. The total estimated income generated by Symbioses the first year will €1.1m. With an expected 5% profit margin over the following three years will make Symbiosis a financial stable investment.
9 (Marileen) SYMBIOSIS CONCLUSION As a conclusion we describe Symbiosis as a brand guiding individuals towards and acceptance of the extremes in their lives and while doing so we emphasize our belief in an interdependence of differences. Symbiosis serves as a role model that is using their imagination to structure their inner and outer conflicts. A conflict that in 2027 is expressed through the extremes of responsible consumption and not loosing one selves individuality. A way of thinking that we are following in all disciplines.
10 (Rogier) LAST SENTENCE Strive against the disorder and expand your imagination
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KEY PARTNERS
PRODUCTION COMMERCIAL COLLECTION
REBLEND Reblend is the company where SYMBIOSIS will buy the main fabrics for the collections. The fabrics are made of an recycled material in a ‘slim proces’. In this process is no toxic chemicals nor water used. In this way SYMBIOSIS is cradle to cradle. All of this makes that the yarns have a good ecological footprint. Collaborating with Reblend contributes to a better environment, because the materials are used in a circular way.
KNITWEAR LAB Reblend’s yarns are shipped Knitwear Lab, who work with small orders. Knitwear Lab knits the yarn within European factories where sustainability has an important role and is controlled by different organizations.
EVERLANE This socially responsible company offers highly-versatile pieces including basic tops, pants, shorts, and outerwear. They are completely transparent about where their clothing is manufactured and how they devise their pricing model. SYMBIOSIS will collaborate with their manufacturers.
PRODUCTION SHOW COLLECTION
JAN DE GROTE KLEINVAKMAN - MASKERADE - A. BOEKEN - ETC.
The show collections will be made by our own design team with waste materials that they collect themselve.
MODELS
Branding is a very important part of all our collections and so are the models/faces that show our clothing on the runway and in the lookbook. For every collection a casting takes place to make sure we collaborate with models that fit a certain concept.
INVESTORS
To start this company, SYMBIOSIS needs financial support of investors like RaboBank.
FAIR WEAR FOUNDATION
To SYMBIOSIS transparency is an important element of the brand. The brand is also open to improve working conditions and sustainability and therefor she becomes a member of the Fair Wear Foundation.
KEY ACTIVITIES
MARKETING
One of the main activities of SYMBIOSIS is attracting new customers through various marketing activities.The first thing is the use of Google Adwords to attract more people to the website. With Google Adwords a website is promoted on the top of the page on Google, on the search results from the Google user. Ads that have a top position, receive on average ten times more visitors than other ads.
SOCIAL MEDIA
SYMBIOSIS will use various social media that are relevant in 2027. These accounts will be actively updated in order to maintain a good relationship with the customers.
DEVELOPING
SYMBIOSIS is constantly improving the sustainability of the brand and the life cycle of the products. The company strives to constantly improve this. In order to realize this, SYMBIOSIS will collaborate with the Fair Wear Foundation.
KEEP CUSTOMERS
Customers are maintained by renewal of the collections. Every three months the colors, the fabrics and models will be changed. Thus the customer remains interested to buy a product for a second time. Additionally SYMBIOSIS aims to retain customers by making use of a hashtag database. Through this database, customers will be contacted personally on information, advertising and discounts.
KEY RESOURCES
BRANDERS
Branding is one of the most important aspects of the brand. There are employees who work specifically on this the development of concepts for new collections and the brand itself.
WASTE MATERIALS
The use of waste materials is typical for our concept and therefore a key recourse of our brand.
VALUE PROPOSITIONS
The brand Symbiosis illustrates a conflict between multiple realities in a world where everything can be ours and we can be anyone. We took this as a base for our brand in a world where freedom and fantasy is giving, but where guidance and rules are needed in order to take back control of yourself.
CUSTOMER RELATIONSHIPS
There will be a lot of information available on the website (automated services), social media (communities) and our concept store (personal assistance). This creates a strong, close relationship with our consumers.
When purchasing the product, the consumer should be well informed. The so-called recycled clothing line will be explained in the concept store. If the product needs maintenance after purchase, the consumer can come in the store or send it over here. Through our personal #hashtag we have a short line of communication with the customer and any complaints or compliments are quickly communicated. And there is the possibility to stay in contact with the brand.
The cost of the customer relationship lies mainly in the concept store, the website and the maintenance of social media. We think we are saving costs in this way and reach the consumer through the proper channels.
CUSTOMER SEGMENTS
By focusing on a young target group (16-25), who are still seeking for a curtain identity and sometimes feel like a misfit, due to their experimental and curious mind, we think we have found the right tribe who will understand the brand perfect. They are looking for guidance and will be able to estimate the intelligence and quality of the brand values.
CHANNELS
Because transparency is a very important value for the brand Symbiosis, we will also open several concept stores, to start in the Netherlands. Here we show how the designs are made from recycled and leftover materials. Customers can ask questions about the brand and are giving the opportunity to try on the clothes and buy them in store or possibly later online. Also here the customer has the opportunity to return their clothes, even if they are bought online.
COST STRUCTURE/ REVENUE STREAMS
To get in to the figures of Symbiosis, our brand is divided into two lines. We have our inspirational No-Waste line which is also the one we are presenting today, the idea of the line is to show what we are all about, we have no interest in commercializing it, but it is for sale for the exact costs of the product. Since the fabric is mainly sourced from companies who were on the brink of throwing it away this means only the man-hours of working involved. Our derived line, the line we are going to sell online and in our three concept stores is bigger. Still limited to the fabric sourcing of REBLEND, Knitwear Lab and Everlane, the innovational companies we work with. The total costs of fabrics, production and transport will be €360.000, rent of the concept stores, our office and employments expenses such as salary will be €480.000, this comes down to the total costs of €840.000. For our brand we’ve searched for investors in the field of subsidy, since there is a No-Waste Foundation willing to invest €900.000 as a subsidy, because of the policies our company acts in. The income of SYMBIOSIS is generated by selling products online and in the concept store, for the Zero-Waste lines this will be €7.000 and for the derived streetwear line this will be €2.493m, therefore our total income will be: €2.5m We expect a total of 5% profit margin over three years based upon similar brands as Symbiosis like Honest By and foresee the future as ours.
Productiekosten: €360.000
Personeelskosten: €480.000 +
Totale kosten: €840.000
Inkomsten Zero-Waste line: € 7.000
Inkomsten Streatwear line: € 2.493.000 +
Totale Inkomsten: €2.500.000
Totale investeringsbudget: €900.000
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Conclusion photoshoot preparations:
Search for models: to help us find models that fit our concept we made a moodboard with pictures and bullet points to give us a direction. We thought that models with a unclear heritage would perfectly fit in our concept. b Because you can’t immediately place them somewhere. hair and makeup: also for hair and make-up we made a moodboard. Because our designs are already outspoken and its the intention that they will be the center of intention. Therefor we have chosen to put the hair back in a simple slik low ponytail. Regarding make-up we are putting the focus on the eyes, by applying a super glossy eyeshadow in a poppin color like yellow or green. arranging studio and photographer for this we searched in our own circles for some contacts. One of these contacts was fashion photographer Alexander van Keulen. So this became our photographer. Through him we find our shooting location at fourteen modelmanagement. research model posing: to prepare ourself for the photoshoot we looked for some inspiration. while we we’re looking at other shoots we found this image of two pictures placed over each other. Where the one that is turned upside down and the one in the back is black and white. We really liked this picture and thought it was a good example for the editing, because it could help us show the two different kind of worlds. For the posing we see the models standing strong and confident, with powerful facial expresion, which means no smile but also no arrogant looking faces.
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22-01; Creating the Giveaway
Materials used:
- used paper
- colored yarns
- hand-written message
- stamps with our logo on it
We got the paper from an acquaintance of Fabienne who owns a printing office. The paper was used to test different machines before printing, so it couldn’t be used anymore. We also collected some paper from the trash cans in school.
After this we cut the paper, folded it and wrote a message on the front of the booklet; ‘to structure your chaos’. The next day we sewed the booklets together as a binding. This with colored yarns.
After this we created a stamp from our logo, and put our logo on top of the booklets.
We divided the tasks with the intention that everyone would have a part in the giveaways.
Sustainability?
We used paper that couldn’t be used anymore by the printing office and we used paper that was thrown away in the trash. We altered the function of the paper and gave it a new life in a way that is suitable for our brand.
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