TABLE OF CONTENTS

Brand Statement Logo Design Mission Statement Customer + Market Design + Aesthetic Planning + Production Lookbook Marketing Credits + Contributors

04 05 05 07 23 31 41 59 67

p a g e

allow obscurity
Androjin is all about breaking rules and fashion standards without distinction between mens and womenswear styles.Inspired by streetwear, we provide the nesccessary basics for those who value self-expression.

ALLOW OBSCURITY |

CUSTOMER + MARKET
09 CUSTOMER ANALYSIS 13 CUSTOMER PROFILES 14 INDUSTRY ANALYSIS 17 20
MARKET ANALYSIS CITATIONS

ANDROJIN

ALLOW OBSCURITY |

ANDROJIN

ALLOW OBSCURITY |

CUSTOMER

CREATING A CONNECTION

with our market is something we consider essential to our success. Androjin plans to communicate to our consumers through innovative loyalty programs, and a mix of technology mediums and social media platforms. The Millinneal Androjin consumer relies heavily on web for info and research, giving them the resources to be selective when it comes to how and most importantly where they spend their money. This generation of shoppers will be spending an estimated 2.45 trillion dollars by 2015, far outpacing their Boomer predecessors in earnings by 2018, providing us a few years to gain the loyalty of our target consumers. (5. capstrat.com). The Andrjoin consumer will look out for and recognize online coverage from publications and blogs of our products, increasing their incentive to choose our brand over competitors(7. pewtrusts.org). The concept of being able to review the Androjin product and know all of its specifications and details will be important, cause the Millennial shopper is no longer an impulse shopper, rather, nine in ten shoppers know what they are buying before they enter a store (8. millennialmarketing.com). In 2012 more than half (53.8%) of internet users will watch video online which is why Androjin will employ online videos of lookbooks, media, music or inspiration to captivate and interest our customer(9). These days shopping is considered a social event, and half of our Millennials are willing to promote products or brands through social media in exchange for products (7).

EXPRESSION IS OUR FOCUS, no matter what type of individual, that is what is matters most to the Androjin customer.

In summary, our target consumer will be young ,18 through 34, affluent, open to change, risky, and heavily involved via social media and their online presence. Both male and female consumers will enjoy our product, while building a loyalty to our changing product, online media and merchandising structure. Our customer lives in an urban area or major city and would have an income of $35,000+ for a single person, and has received a college degree. They thrive on expressing themselves through their clothing, relying on comfort and simplicity. Basics are their goto, accompanied by small accessory details or a layered look for everyday dressing. The customer dresses in mostly casual wear and separates but owns investment pieces to compliment their basics. Colors are predominantly neutral, pastel, and of dark palettes with few prints and embellishments included. Our customer would work in a creative field and does not believe they receive the income that they truly deserve. May work in an entry-level position and works part time side jobs on the weekends and at night. They are constantly on the move and have many events to attend with a close-knit circle of friends. Their favorite online stores to shop at are ASOS, Karmaloop, and OAK. They have a bit of an edgy attitude and like to stand out amongst the crowd. They thrive on the social scene and are very internet-savvy. They are very entrepreneurial and like the idea that they provide for themselves. They understand the importance of the green movement and like to be involved in charity/philanthropic work. Our customer is unserved in a young contemporary market with the need of a low-moderate price point for clothing.

10

ANDROJIN

ALLOW OBSCURITY |

11

CUSTOMER

is a 24 year old freelance painter who resides in Seattle. She spends her free time in local coffee shops and never leaves her house without her iPad mini. When she isnt working freelance painting jobs she is baking at a local bake shop. She walks or takes city transportation when she needs to go futher. Her favorite garment is a tattered leather jacket that shes made her own.

JORDAN

is a 26 year old who lives in Brooklyn and bikes everywhere. He spends his time researching small local boutiques and is a buyer at his own small retail boutique. He eats chinese food more often than not and wears combat boots anywhere and everywhere. His style is high-fashion quality meets carefree t-shirt grunge.

DREW

12

ANDROJIN

ALLOW OBSCURITY |

13

14

ANDROJIN

ALLOW OBSCURITY |

15

16

ANDROJIN

ALLOW OBSCURITY |

17

18

ANDROJIN

ALLOW OBSCURITY |

19

20

ANDROJIN

ALLOW OBSCURITY |

21

DESIGN + AESTHETIC
24 25 MOOD INSPIRATION

26 DESIGN BOARD 1- HAREM SHORT 27 28 DESIGN BOARD 2- TUNIC TOP DESIGN BOARD 3- VEST

29 DESIGN BOARD 4- JUMPER

22

ANDROJIN

ALLOW OBSCURITY |

23

MOOD

INSPIRATION

24

ANDROJIN

ALLOW OBSCURITY |

25

26

ANDROJIN

HAREM SHORT (REVERSIBLE) COTTON JERSEY, TERRYCLOTH BAMBOO/ORGANIC COTTON SIZES 1-5 $75

LOOSELY FITTED TUNIC COTTON JERSEY, MESH, RIBBED KNIT SIZES 1-5 $50
ALLOW OBSCURITY | 27

ELONGATED VEST W/DECONSTRUCTED LAPEL LEATHER, WOOL SIZES 1-5 $150

28 | ANDROJIN

JUMPER/OVERALLS WITH ZIPPERS NYLON SIZES 1-5 $100

ALLOW OBSCURITY |

29

PLANNING + PRODUCTION
32 HAREM FABRICS STYLE SPECIFICATIONS COSTING TUNIC FABRICS STYLE SPECIFICATIONS COSTING

36

30

ANDROJIN

ALLOW OBSCURITY |

31

#1 (HAREM SHORT)

#2 (HAREM SHORT)

#3 (HAREM SHORT)

#1 (HAREM SHORT)

1000
HAREM SHORT-REVERSIBLE-FOLD DOWN FLAP-FRONT EXPOSED ZIP

0002
COTTON 100% JERSEY KNIT

0003
7.5 OZ $8.00/YD
COTTON 45%/HEMP 55%

0001

14.4 OZ $12.50/YD

COTTON 93%/SPANDEX 7%

7.5 OZ $8.00/YD

0001, 0002, 0003

FRENCH TERRY

JERSEY KNIT

63

27

63

LIGHT HEATHER GREY/DARK HEATHER GREY

25% 25% 25% 25%

CHARCOAL/BLACK IVORY BLACK

ZIPPER

#5 BLACK OXIDIZED BRASS MED. WEIGHT

BLACK 9.75 1
PANTONE BLACK C PANTONE 9184 U

PANTONE BLACK C

PANTONE 9184 U

PANTONE 430 C

THE CHARCOAL IS FINISHED WITH A SHINY SATIN FINISH

THE LIGHT HEATHER GREY IS FINISHED WITH A SHINY SATIN FINISH

1 XS

2 S

3 M

4 L

5 XL

hip 35 side seam 15 inseam 5

MACHINE WASH COLD, GENTLE CYCLE, WASH AND DRY WITH LIKE COLORS, TUMBLE DRY LOW

MACHINE WASH WARM, SPIN DRY, IRON DAMP, NO BLEACH

MACHINE WASH COLD, GENTLE CYCLE, WASH AND DRY WITH LIKE COLORS, TUMBLE DRY LOW

32

ANDROJIN

ALLOW OBSCURITY |

33

COST SHEET

COST SHEET

style #: 0001 desciption: jersey knit season: spring 2013 fiber content: cotton 100%

style #: 0003 desciption: french terry season: spring 2013 fiber content: organic cotton 45% hemp 55%

material jersey

yardage 1.5 yd

price $8.00

cost $12.00

material french terry

yardage 1.5 yd quanity one

price $12.00

cost $18.00

trim/findings zipper

quanity one

price $2.50

cost $2.50

trim/findings zipper

price $2.50

cost $2.50

total manufacturing cost:$29.00 retail price: $75.00 markup: 61.3%

total manufacturing cost: $41.00 retail price: $75.00 markup: 45.3%

ALLOW OBSCURITY |

35

#2 (TUNIC)

#4 (TUNIC)

#5 (TUNIC)

#6 (TUNIC)

2000 DRAPED LOOSE FITTING TUNIC TOP 0004, 0005, 0006

0004
NYLON 90%/SPANDEX 10%

0005

0006

4.1 OZ $6.00/YD

RAYON 100% TISSUE JERSEY KNIT

5 OZ $4.49/YD

CTN 70%/POLY 25%/LYCRA 5%

RIBBED KNIT

FOUR-WAY STRETCH FINE MESH

60

58

59

$8.00/YD

LIGHT GREY BLACK IVORY OLIVE WHITE NAVY

20% 20% 20% 10% 20% 10%

PANTONE BLACK C

PANTONE 9184 U

PANTONE BLACK C

PANTONE 9184 U

PANTONE 105 U

PANTONE 430 C

1 XS

2 S

3 M

4 L

5 XL

centerback 20 neck 12 sideseam 15

MACHINE WASH AND DRY WITH LIKE COLORS LIGHTWEIGHT/HEAVY STRETCH

MACHINE WASH COLD, GENTLE CYCLE, WASH AND DRY WITH LIKE COLORS, DRY LAYING FLAT

MACHINE WASH WARM, LINE OR TUMBLE DRY

40% STRETCH, FLUID DRAPE, SEMI-SHEER

36

ANDROJIN

ALLOW OBSCURITY |

37

COST SHEET

COST SHEET

COST SHEET

style #: 0005
style #: 0004 desciption: four-way stretch fine mesh season: spring 2013 fiber content: nylon 90% spandex 10%

desciption: tissue jersey knit season: spring 2013

style #: 0006 desciption: rib knit season: spring 2013

fiber content: rayon 100%

fiber content: cotton 70% polyester 25% lycra 5%

material mesh

yardage 2 yd

price $6.00

cost $12.00

material rayon jersey

yardage 2 yd

price $4.50

cost $9.00

material rib knit

yardage 2 yd

price $8.00

cost $16.00

total manufacturing cost: $24.00 retail price: $50.00 markup: 52%

total manufacturing cost; $18.00 retail price:$50.00 markup: 64%

total manufacturing cost: $32.00 retail price: $50.00 markup: 36%

38

ANDROJIN

ALLOW OBSCURITY |

39

LOOKBOOK
THE BAE&BIANCO COLLECTION
PHOTOGRAPHY: REBEKAH CAMPBELL TALENT: PAIGE CARPENTER, MATT JOSEPH, SAM BRISKI STYLED BY: ANDROJIN TEAM

ALLOW OBSCURITY |

41

42

ANDROJIN

ALLOW OBSCURITY |

43

44

ANDROJIN

ALLOW OBSCURITY |

45

46

ANDROJIN

ALLOW OBSCURITY |

47

48

ANDROJIN

ALLOW OBSCURITY |

49

50

ANDROJIN

ALLOW OBSCURITY |

51

52

ANDROJIN

ALLOW OBSCURITY |

53

54

ANDROJIN

ALLOW OBSCURITY |

55

56

ANDROJIN

ALLOW OBSCURITY |

57

MARKETING
60 WEBSITE HOME PAGE SHOP LOOKBOOK BLOG

64 SOCIAL MEDIA FACEBOOK 66 DELIVERABLES

58

ANDROJIN

ALLOW OBSCURITY |

59

WEBSITE

HOME PAGE

WEBSITE
The Shop tab on Androjins E-commerce site is the sole resource for our customers to purchase our collections. Because Androjin clothing isnt specific to one gender, there is no reason to categorize between men and women. Clicking the Shop tab will bring you to the Shop page, which will categorize our styles by newness. The newest style will appear at the top and as you scroll down the page the styles will be previous and older. Styles on all Shop pages will appear the same, with icon images of each style which appear as tiles on each page. Below the icons are the style names and price in U.S. currency. Once you click on these individual style pages, more information pertaining to fabric, measurement and details will be provided. This page includes the option to see images of the individual style from different views, zoom in on each to see detail, and of course the opportunity to choose your size and add it to your shopping cart for purchase. As you continue to shop Androjins site, at the top right of every page you will be able to see Shopping Cart info; how many products are in your cart, the accumulated price of your potential purchases, and more specific info by clicking on that link which will take you to the separate Shopping Cart page.

SHOP

60

ANDROJIN

ALLOW OBSCURITY |

61

WEBSITE
Androjins lookbook was made to portray our unisex aesthetic. Our goal was to create a mood that our customers can relate to, and show our clothing in different contexts on both a male and a female. Our clothing can be worn on both genders and by having this lookbook we can break the boundary of clothing purely masculine and purely feminine. We want to send out a message that you are allowed to be obscure, and allowed to be yourself in our brand of Androjin clothing.

LOOKBOOK
Our line of basics and non-seasonal items can be paired with any accessory or other type of garment to claim your own unique look. Our lookbook was created to reach out and connect with our customers by inspiring them with alternative ways to wear our collection. The style of our clothing and its context in our lookbook is meant to allow obscurity and express the lifestyles of our customer, whatever they may be.

WEBSITE

BLOG
Androjin plans to utilize the Blog on our website to further relationships with customers. We strive to provide more than an exchange of goods to our customer. It is more important now than ever to directly access our customers via innovative ideas. Our blog will continually update daily with street-style photos of customers or of people with innovative style, our favorite new bands and anything else pertaining to our unique customer's lifestyle. Using both video and photographs' we plan to evoke emotion and to convey a story that holds the essence of the Androjin brand. Since Androjin is solely using the internet as a platform of communication with our customers, we are not interested in aggregating the brand through our blog, we are simply interested in developing a highly emotional based relationship; focusing on our customers aspirations, values and lifestyles. By interacting and showing our interests along with the interests of our customers on our blog daily, we will be able to directly communicate with the people most important-- our customers.

62

ANDROJIN

ALLOW OBSCURITY |

63

SOCIAL MEDIA
Androjin chose to market on Facebook, like many other brands, because it is accessible and becoming increasingly more popular. Facebook not only allows for a basis of marketing involving a brand, but also allows for an automatic customer profile database. You need to be where your customers are and your prospective customers are, said Clara Shih, author of The Facebook Era (Pearson Education, 2009). And with 300 million people on Facebook, and still growing, thats increasingly where your audience is for a lot of products and services. Facebook extends the impact of influence a brand has on the public, furthermore creating new customers and strengthening the loyalty of the current customer.

FACEBOOK

SOCIAL MEDIA

FACEBOOK
Facebook also constitutes as a tool for driving traffic to a brand's website because it allows for such links on the brand's Facebook Page. A 2012 study illustrates the impact of social media when consumers were asked the question: Have you ever made a purchase based on a recommendation from Facebook, blogs, Twitter, or Pinterest? 54% answered yes to Facebook, 87% answered yes to blogs, 30% to Twitter, and 53% to Pinterest. Androjin plans to utilize Twitter, Instagram and Pintrest to engage customers as well.

00

64

ANDROJIN

ALLOW OBSCURITY |

65

DELIVERABLES
The entire shopping experience with Androjin will be completed once our wholly branded package arrives, in a timely manner, at the customer's front door, stoop, or P.O. Box. Androjin's unique aesthetic will be replicated again with our clear, hard plastic, gift-box.
The customer must unwrap our custom sleeve which is horizontally around the box keeping the package together. The horizontal sleeve will have our name logo, a triangle and a circle next to each other, laser cut out of the sleeve material. The sleeve will align perfectly with with the text ANDROJIN on the top of the clear-plastic box with a triangle as an 'A' and a circle as an 'O' showing through the cut-out sleeve. Once the sleeve has been removed, and the box has been opened the customer will slide their desired and purchased goods out of a black faux-suede sleeve, also embossed with our mission statement Allow Obscurity. Once the purchase is unwrapped, the customer will be able to find the black custom Androjin envelope with a receipt and directions for an easy return, paid for by our company. Androjin hopes to further the customers online experience by receiving a welldesigned gift-box that makes even the most mundane purchases feel new and exciting.

CREDITS + CONTRIBUTORS

Jillian Ricciardi, Sarah Jimenez, Kate Brown, Caress Genelle : Androjin Rebekah Campbell : Lookbook Photography Dylan Gluck : Website + Logo Design Paige Carpenter, Matt Joseph, Sam Briski : Lookbook Talent Sarah Jimenez: Prototype Harem Short Professor Daniel Green : Private Label Product Development

66

ANDROJIN

ALLOW OBSCURITY |

67