WHAT IS SUSTAINABILITY?
MANIFESTO OF SUSTAINABILITY
EXAMPLES
WHAT IS HAPPENING IN C.L.A.S.S?
S.W.O.T.
THE CONCEPT
HOW?
THANK YOU!
AGENDA
SUMMER PROJECT MASTERBRAND
VISION
ON CLASS IDENTITY’S PROSPECTIVE
1. ECO SUSTAINABLE ATTITUDE AND CONSUMER TRENDS
2. THE ANALYSIS OF C.L.A.S.S
3. THE BRAND EXPRESSION
4. CONCLUSIONS AND SUGGESTIONS
Berrin Oguz
Carolina Di Lauro
Zaiga Lazdina
Joe Kynadi
2010
THE APPROACH
> Sustainability scenario
> Fashion sustainability scenario
> C.L.A.S.S analysis
- On-line (partners/competitors)
- Off-line (shop experience in Milan)
> S.W.O.T
> The concept
> Conclusions and suggestions
Underisable reputation
Trends: Jewellery, accessories and so on....
The bottle eco-fashion made by
the British designer
Vivienne Westwood
Create “green” building trend : Home eco-designed
Create “green” building trend : Bio-architecture
Recycles waste jewellery
by Seven Ply
"Green Revolution",
an initiative of "Carpisa"
chairs, tables, bookcases...
OFF LINE
ON LINE
about:
UNCLEAR AWARENESS
We visited 1/3 part of the class partners
the concept of sustainability
between
DIFFERENT VALUES
UNCLEAR INVOLVEMENT:
the materials
- the partners and C.L.A.S.S
on-line scenario:
- MISSING A CLEAR MANIFESTO
Presence in three fashion cities
focus on and product
design
desirability
no acctions
in the stores towards
(social network)
Not utilizing the resources of the cities to the fullest
highlighting sustainability
- Strength:
- Weakness:
- Threats:
- Opportunity:
Being outdated and not resourceful
identifying, utilizing and communicating all the
Network of partners
resources the 3 cities has to offer
Awareness
Good business vision
Not active and engaging
No organization
No clear identity
No expectations
- Strength:
- Weakness:
- Threat:
- Opportunity:
- Strength:
- Weakness:
- Threat:
- Opportunity:
- Strength:
- Weakness:
- Threats:
Competition and
Undesirable reputation
Dynamic and active network
immature market
Well define themselves
To be organized and
and fit the market
follow a well defined direction
CONNECTION
connection
DIRECTIONS
Definition: a is a physical or mental relation between things
to enrich and involve existing and potential partners
In our case:
DIRECTIONS
EXPLANE THE WAY C.L.A.S.S ACTS
AND GIVE THEM RECOURCES AND TOOLS
to be dynamic, active and organized using in
a good way the partners contribution ...
- between FASHION and SUSTAINABILITY
- between SOURCES and RESOURCES
- between MILAN, NEW YORK and LONDON
REINFORCE THE IDEA OF NETWORK
PALM READER
Definition: a palm reader characterize people by
reading the lines on the palm of the hands
FASHION KINGDOM LONDON
MILAN Represented
NEW YORK thinks
THE PALM LINES REPRESENTATION
In our case C.L.A.S.S. will be the partners palm reader.
There are 4 lines on the PALM:
- three of them represent the WAY TO THINK fashion in Milan, New York and London
- one represents the DEVELOPMENT TOOLS for approaches, materials and resources
- MULTIFACED, ELEGANT AND EXCITING
- CLASSIC/COSMOPOLITAN TOUCH
- business, political and cultural centre
- MULTICULTURAL approach to fashion
Thus add value to the partners
- GLOBAL and powerful INFLUECE
- CENTRE OF INNOVATION AND TRENDS
- Looking for uniqueness and comfort
THE 3 CITIES
The resources available in the
three cities must be:
- Identified
- Organized
- Utilized
ACTION
LIBRARY
The 4th line-The Development tools
CLASSIFY partners that are already
in C.L.A.S.S and ORGANIZE data
Definition: A LIBRARY is a collection of sources, resources and services
In our case:
a PLACE to get ideas and make them implemented
RELIBLE SOURCE of information
a TOOL to standardize and to certify sustainability
These are specific directions provided by class(services)
A way to organize them could be:
- Brand development
- Product development
- Market development
- Process development
- Knowledge development
- Network development
EXAMPLE
PROCESS DEVELOPMENT
PRODUCT DEVELOPMENT
BRAND DEVELOPMENT
INFORMATION:
- New techniques (eg . Watt wash by Marithre et Francois Giraud )
SERVICES:
- Advice through Audit of process: (TBL)
INFORMATION:
- Materials(samples)
- Products(various products and manufactures)
- Innovation(partners works)
SERVICES:
- Advice on material
- Project guidance(new designers)
INFORMATION:
- Profiles of various brands
- Case studies of the brands
SERVICES:
- Communication
- Brand management
Brand: OSKLEN
Products: updated women clothing, man T-shirt
Target: women, men 25-40 years
Style: casual and chic
The brand philosophy: It represents women and men's contemporary lifestyle, in a world where urban and nature, global and local, organic and technology coexist.
Designer attitude: strictly believe in the sustainability
The store reality: they show/sell FASHION, Not SUSTAINABILITY
ACTIONS
THE PALM READER’S LIBRARY OF CONNECTION
MARKET DEVELOPMENT
GIVES THE PARTNERS:
NETWORK DEVELOPMENT
KNOWLEDGE DEVELOPMENT
- Transform the LIBRARY IN A DATABASE
AVAIBLE INTO A WEB PAGE
- Make it PROFITABLE (paying to get access)
- Develop the library into a PHYSICAL library
INFORMATION:
- General knowledge about sustainability
- New trends in the industry
INFORMATION:
Contacts
SERVICE:
A support system (young designers)
INFORMATION:
- Market information
- Demographics
- Competitors
- Consumer behavior
SERVICES:
- Improvements advices
- Advices on new opportunities
- ACCESS and direction TO SOURCES/RESOURCES
- OVERVIEW about C.L.A.S.S. PARTNERS
- AN IDEA about THEIR POSITION
THE PALM READER’S
LIBRARY OF CONNECTION
GIVES TO C.L.A.S.S:
SUGGESTIONS FOR TODAY
- More clear STRUCTURE (partners, products)
- More VISIBILITY (media world, magazines)
- More POSSIBILITIES to ENGAGE
new partners or interested people
- More CONTROL of the partners and the network
- make your personal MANIFESTO
- improve relations with SOCIAL NETWORK (blogs, social portals, micro blogs)
- reinforce the RELATION with partners (newsletter, show the class logo into the store)
- UNDERSTAND the needs and possibilities of partners to add value to C.L.A.S.S
- COLLCET and ORGANIZE information about partners and resources
- build the LIBRARY(on line-off line)
SUGGESTIONS FOR FUTURE
- COLLABORATION with Italian brands for limited editions (especially in MILAN)
- HIDDENT TALENTS competitions to encourage and promote young designers
- COMPETITIONS (“the most innovative sustainable design, the best sustainable fashion collections)
- fashion WORKSHOPS (repurposed and recycled, fashion design workshop)
- C.L.A.S.S- RESEARCH CENTER