Ellie Rocks. Adaptive Streetwear Brand. #garmsforall. New Business Award Ravensbourne BA (Hons) Fashion Buying and Brand Management

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1 Ellie Rocks Adaptive Streetwear Brand #garmsforall New Business Award Ravensbourne BA (Hons) Fashion Buying and Brand Management 1

2 wurvy is a fresh new streetwear brand for gal s and guy s, creating garments that are accessible and fashionable for those with disabilities and able bodied consumers, creating authentic and inclusive #garmsforall 2

3 Brand Story wurvy was born from identifying a gap in the market for a fashionable and affordable adaptive clothing brand. The name wurvy came from the idea that each and every single one of us is worthy. Worthy of being a valid consumer of fashion whether you are disabled or able bodied. Inclusivity has always been something that is important to me. My cousin Hope was diagnosed with Severe Autism as a child, and first hand I witnessed the exclusion from the fashion industry that Hope experienced. In the adaptive market, the majority of brands cater to an older consumer and offer a more formal wear aesthetic. We believe every young person deserves to wear the wardrobe that represents them and their personality. We make #garmsforall. 3

4 Adaptive Design Research comfort: padding on elbow extra fabric allowance may not have to consider adjustability or fabric allowance using combed cotton fabric adjustability: comfort accessibility: side zips lucy jones seated collection accessibility: side openings & zips side zips: accessibilty ensuring sleeve length doesn t catch wheels for wheelchair users adjustability: posture assist with accessibilty independence: sleeve openings closures: possibly magnetic fastenings 4

5 Market and Consumer Research It no longer makes financial sense for fashion brands to only cater to the bell curve of society. - Sinead Burke The Streetwear and Sneaker market is worth nearly $60 billion - (Barr, 2011) In recent interviews, we asked our potential consumers: Listening to what our potential consumer s want from our products is key to our brand DNA. Please tell us what you expect and need from adaptive fashion. This could be anything from extra fabric allowance, extra sleeve openings, more adaptive fastenings or moisturising properties. Key feedback from consumers included: Being dynamic; the ability for the clothing to adapt to the wearer, not the other way around. More adaptive fastenings As Sinead Burke, former teacher and activist discusses through her talks and events, it does not make financial sense for the fashion industry to exclude those with disabilities. There are 1.2 billion disabled people in the world with a spending power of $1 Trillion worldwide. - BOF Magazine, The Age Of Influence, % of survey respondents aged with all abilities said they would wear an adaptive streetwear brand YES 78.6% MAYBE 21.4% 5

6 Product Range A selection of wurvy s debut Pretty and Gritty Autumn Winter 2018/2019 drop Created with comfortable combed cotton fabric inspired by grungy grafitti prints and adaptive loop zips The adaptive loop zips will enhance consumer s with disabilities accessibility to the garment Gals Guys 6

7 Pricing Architecture Entry and exit level price points for garments; T-Shirts: Tracksuit bottoms: Hoodies and Sweatshirts: Puffer Jackets:

8 Media Plan Instagram will be the key visual social platform for wurvy. Our consumer s are creatives and process information visually, so we will utilise this platform. Engagement is key, as is receiving feedback from our consumer s, therefore Instagram is a vital platform for our brand growth. Using diverse models in campaigns which we will launch online will be key to creating a trust between the brand and consumer, as well as genuinely showing we believe in inclusivity. As we grow financially and create more awareness around wurvy, we will launch pop-up shop events using influencers who share our brand values to promote the event. The pop-up spaces will be accessible, ensuring all aspects of the brand and touch points reflect our USP. 8

9 Distribution Headquarters, UK Gulle Tekstil, Turkey YKK, Japan Trims sourcing Large quantities Trims will be sourced in Japan and then delivered to Turkey for manufacturers to be incorporated in to the garments Manufacturer will ship to customers to keep costs down Fabric sourcing/garment manufacturer Minimum order quantities: m Print sourcing possibly from another supplier wurvy will be distributed through the brand s direct to consumer website. Products will be shipped direct from the manufacturer to keep costs down, ensuring the products are as affordable as possible and to ensure we can ship to as many countries as possible. 9

10 garms for al Consumers hope anthony antony, 23 innovator socio-economic group C1 - E ACORN D10 - F17 cohort generation z/millennials hope, 19 innovator socio-economic group C2 - E ACORN D10 - F17 cohort generation z Both trends and comfort are the most important elements of clothing to me explorer dreamer entrepreneurial traits socially conscious diversity advocate instagram influencers aesthetic inspiration Media and Technology are my passions in life vero app social media savvy political expression socially conscious self employed under the radar retailers 10

11 Funding We will use crowd-funding as a source to gain funding for wurvy As a start-up company, using crowd-funding is a way to connect with our potential consumers, with possible collaborations with charities to implement our dedication to making a difference within the fashion industry and to young fashion consumer s lives. Key Costs and Expenditure Employees Manufacturing Fabric Sourcing Media Plan and Events Website Hosting We will collaborate with charities We will collaborate with charities to implement our dedication to making a difference within the fashion industry and to young fashion consumer s lives. The negative aspect of fundraising through crowdfunding is the amount of time it will take to build your start-up funds. However the positives of engaging with consumer s and aiming to make a difference outweigh the negatives. Shipping direct to consumer is a key way to justify using crowd-funding to source funds for the brand. Financial Forecast A & B Total Cash In Flow months 1-12 (A) 103,920 Total Cash Out Flow months 1-12 (B) 118,914 Projected Sales 78,920 Net Loss - 14,994 Margin 30-60% 11

12 SWOT Strengths wurvy s main strength is a new product being introduced to an existing market, as no adaptive streetwear brands exist in either the streetwear or adaptive market. Adaptive detailing will set wurvy s garments apart from its competitors. Being an inclusive brand in 2018 is one of wurvy s strengths as design for all is forecasted as a micro-trend in the design industries. Weaknesses wurvy s weaknesses could be marketing the product efficiently in terms of able bodied consumer s understanding that the product is accessible for those with disabilities but is design for all. wurvy may not be able to produce collections as fast as our competitors due to the complexity and experimentation the pattern cutting process may be. Opportunities Threats wurvy s main strength is experimentation with the product design unlike any competitors such as with adaptive fastenings and the cut and accessibility of garments. Inclusivity is an opportunity for wurvy as the design, marketing and model casting will be done authentically, creating trust between the brand and the consumer. Market leaders Stussy and Supreme hold a large amount of the market share, therefore this is a threat to wurvy as these brands have a strong reputation and brand identity which consumer s find appealing, ultimately generating sales. Shipping direct to the consumer from the manufacturer can be a threat, due to having no control over seeing the final product before. However this is a method to keep costs down and be a more affordable brand. 12