One Direction.

 Brain Juice Being Spilt.

Time Allocation Charts

Minutes of Meeting #4

Meeting Minutes

Date: 20th July 2012

Attendees: Qloe, Raisa, Sammy, Vivien

Art Direction #2

Agenda

1. Brain storming session:
   • Pavillion shoot with long shutterspeed
   • Gif photography. Seamless photography animation
   • Photoshoot with elements like water, fire, sky, wind. Element bending? Super powers?
   • Reference to nature/scare factor or wow factor. e.g. spiders, unusual places
   • Mood: youthful, crazy, spontaneous, fun, experimental
   • Pokemon
   • Animals
   • Models with tall and sharp features
   • Wandering gypsies
   • Snow
   • Tacky 90's Disco
   • Making tacky things cool
   • Dreamscape and dream catchers
   • Crime/ hero and villain theme. Popular and relevant now due to release of movies.
   • Projecting images on models
   • Kaleidoscope
2. Kaleidoscope colours theme: 
   • Geometry on perspex/glass
   • Use of florescent lights
   • Tiled mirrors, use of many mirrors and reflections.
   • Kaleidoscope shows different surfaces, different dimensions and different perspectives. Kitsch fashion is like that too, everything is uniquely their own and everyone can create their own kaleidoscopicly unique outfit.
3. Facebook event page created for ease of sharing visual and sketches.

Meeting adjourned

Minutes of Meeting #3

Meeting Minutes

Date: 16th July 2012

Attendees: Qloe, Raisa, Sammy, Vivien

Art Direction

Agenda

1. Reinstating the concepts we have now:
• Masak masak party (childhood/youth)
• Fashion playground (fun/experimental)
• Home sweet home/ home cooked meals (nostalgic/retro?/kitchen)
• Musical kitchen (nanta)
2. Before choosing, a reminder of things we have to think about:
• execution
• product line up
• pricing
• location
• event/promotion
• collaterals
• prints
• digital media
• interactives
• mood & emotion
• lifestyle
• logistics
• lorries & contenas
3. Musical Kitchen (Nanta) concept discussion:
• Nanta (our inspiration) is "a non-verbal performance of free rhythmical movements that dramatize customary Korean percussions in a strikingly comedic stage show." It uses kitchen utensils to create music. 
• Fashion is always related closely with music. hence, we chose nanta. selling clothes/ selling the lifestyle - one of the ways thru concert as fashion show. models model clothes. as well as sing/dance/play music instruments & kitchen utensils.
• "Music can be made out of anything so looks can be made out of anything"

Meeting adjourned

Minutes of Meeting #2

Meeting Minutes

Date: 9th July 2012

Venue: Degree Baseroom

Attendees: Qloe, Raisa, Sammy, Vivien

Competitors Research, SWOT Analysis and Art Direction

Agenda

1. Sam recaps us on the target market.
2. Competitor research reports (read these on their respective posts):
• Raisa on Forever 21
• Vivien on Cotton On
• Qloe on Topshop
• Sam on H&M
3. SWOT analysis is drawn up for Kitschen:
• Strengths:
• strong concept
• Cheaper/lower price range (to compete with their rivals)
• Wide variety
• Good interaction with customers through social media
• Nice photos
• Weaknesses:
• They are competing with established companies with fans
• Don’t have a strong identity(poor application of concept)
• No consistency
• Don't look into small details into shops, execution of concept is not strong enough
• Don’t specialize (style) messy
• Window display
• Shop layout uncomfortable
• Poor lighting
• Weak styling
• Opportunities:
• Good foundation to build identity and easy to recognize
• Can reach global positioning
• Big point to attract customers (price+variety)
• Good fan base on social media
• Can have divide and conquer strategy
• Threats:
• Very hard to attract customers from rival companies
• Customer's trust and loyalty
• Unable to recognize brand
• Kills the concept with lack of finishing
• Should have brighter lighting because they should be a clean kitchen
• Shop environment do not reflect mood/emotion that the concept is trying to achieve
• (Window display) is the first meet to the customers. Lacking the understanding of that fact, makes it hard to attract the customers
• Bad first impression
4. Art Direction brainstorming:

Meeting adjourned.

Competitor Research: Topshop

Topshop

Marketed as the style setter, Topshop and their eclectic British style has grown to have over 300 stores in the UK alone and ships to more than 100 countries since 1964. Their Oxford Circus flagship store became a tourist spot and they are now the only high street brand to show at London Fashion week.

Topshop main website.

Tumblr and blog.

Topshop recognize the importance of keeping in touch with its customers and increase the interactions between them. In their blog, they have live Q&A sessions on different style themes and answers fashion queries that are posted by their customers.

Link: http://insideout.topshop.com/blog/live-style-qa/

Other interactivity and events on Facebook: (click pictures to be linked)

Preview: Topshop Spring-Summer 2012 in Malaysia:

http://www.venusbuzz.com/archives/13596/preview-topshop-spring-summer-2012/

Competitors Research

Three Lessons for start-ups from H&M:

1. Divide and conquer

Create different ranges to appeal to different consumers

2. Collaborate

Designer collaborations with major fashion labels // launching limited editions - to motivate consumers to spend.

3. Tap into pop culture

Music // Interactive Fashion // Art // Film // Games for contemporary edge.

                                                Lana Del Rey, 26 year old singer who signed on 

as a model with Next Model Management 

is the new face of H&M.

H&M Business Concept:

Fashion & Quality At The Best Price

Interesting Points:

• Interiors have to provide an inviting framework that guides customers through the different departments & functions
• Customers should feel comfortable stepping in for a visit, whatever their background
• The layout of the display windows should suggest a feeling, without taking focus away from the clothes
• Window displays are where customers first meet the brand.

H&M Window Display

Sources: 

http://www.startupsmart.com.au/business-planning/three-lessons-from-fashion-retailer-hm/201204025914.html

http://about.hm.com/content/hm/AboutSection/en/About/Facts-About-HM/Idea-to-Store/Meeting-the-Customer.html

____________________________________________________________________________________

HIGHLIGHTS

• Buy 2 for the price of RMx, promotions - to target bestfriends, friends to buy together.
• A lot of sales (attract people with very low prices)
• Do, but rarely have contests
• Do, but rarely have runway shows, & not in malaysia.
• Collaborations with music artists
• Collaborations with young & aspiring designers
• Collaborations with charitable causes -- Human

ELABORATIONS

• 6 T-shirts, 6 Designershttps://www.facebook.com/cottonon/app_295389220515371?ref=t
• BTS Photoshoothttps://www.facebook.com/photo.php?v=183369941705036

 

 

TOPSHOP

FOREVER 21

Minutes of Meeting #1.5

Meeting Minutes

Date: 30th June 2012

Attendees: Qloe, Raisa, Sammy, Vivien


- Phone Call details
- Target audience & Market audience

- Style of kitschen

- Competitors – 2 sets of competitors

Phone call details

1. What is Kitschen about?

 Kitschen is a fashion playground where the audience gets to explore and mix and match many different styles together to suit their tastes. 

2. Where do they get their designs/trends from?

 Usually from their competitors, like Topshop and Forever 21, they see what's the current trend and try to apply to their designs as well.

3. Do you get any design inspirations from the overseas?

 Yes, we usually see what the current fashion trends are in Korea, Taiwan or Japan, the most currently 'trendy' countries in Asia. 

4. Do you layout your store in any specific manner? By outfit or colours?

 Yes we do do our best to lay out the whole store by outfits first, then by colour theme.

Target audience & Market audience

We've decided that the range of target audience that Kitschen is reaching out to is:

- Teens from highschool

- Pre- University & College Students

- Young Adults

- Blue Collar

- First job 

- Unemployed

- Single Adults

Overall: Youth

Market Audience

- Young adults

- Teenagers

- Middle Aged Adults

- Stay home Mums

Style & Trends

-Mixture of styles from competitors

- Overseas trends from Korea, Taiwan and Japan

Competitors

We've come to the conclusion that Kitschen has 2 sets of competitiors, though we'll put them into one for later process. They have their 'price' competitors, where their price range is similar:

- H&M

- Cotton On

And their 'style' competitors:

-Forever 21

-Topshop

Meeting Adjourned

Kitschen Timeline // Past Events

Kitschen Timeline // Past Events

2008 : Founded

2009, Sept : What's Your Kitschen Look?
                [RM500 shopping spree]


2010, April : Most visited Kitschen Store : Sunway Pyramid (Online Poll)


                    "Fashion is about good energy. Its about feelings. That's what I have to give the people, good               
                     energy & good feelings." Adriana Lima

2010, May : Kitschen! Style My Friend (Makeover)
                     [RM250 vouchers for 2 & full page feature in IFeel Magazine]


2010, Aug : What's Your Kitschen Look?

2011, July : I Deserve A Makeover Contest
               [RM500 worth of clothes & spread in 17 Magazine]


2012, April : Students Weekend @ 1Utama & Sunway Pyramid
                 Kitschen Best Dressed Student



*various mentions about individuality & mixing

Details & Interior

Entrance

Window Display

Window Display

Window Display // Sale Tag

Tank Top // Packaging

Kitschenlicious Tag //  Mirror Sticker

SALE

Pricing Details

Men's Pants Display

Fitting Room

Fitting Room Details

More Details

Mannequin 

Lighting

Labels