A NAME, A BRAND, A WHOLE CONCEPT

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2 A NAME, A BRAND, A WHOLE CONCEPT The DNA of this creation is all about combining my passion for African wildlife with my eagerness to share its beauty, wonders, colours and harmony with likeminded people. The brand embodies the fusion of two worlds: fashion and wildlife. Pursuing and transposing this passion unlocks a boundless world of creativity, fuelled by my personal experiences and the inspirations I acquired when working on African wildlife conservation projects.

3 STEP BY STEP By 2016, Kleed Kimonos launched the first collection, which was predominately made up of Kimonos. In the Winter launched its full Women's Loungewear collection inspired by African Wildlife, followed by Summer 2017 than Winter Hip Hop; selling nationally to 5 Luxury Multibrand Stores, Prague and Online.

4 In 2017 after sales and publishing success, brand awareness was high and brand positioning on the path. Summer 2017, The Lodge Collection (a collection of mostly cotton kimonos and pajamas; an African mood shooting in African Lodge tents. Harper s Bazaar Brazil and Vogue Italia featured Kleed. These collections earned Kleed the Paris Fashion Week invitation to join next edition in September 2018 for a Sustainable Fashion Brand Show. KLEED KIMONOS WALKING

5 COMPANY SOUL The brand has a relatively sophisticated / cool image and due to it being an independent label, it gives the brand the asset of exclusivity. This gives the buyer recognition purely for being aware of the brand. Now that the brand is evolving internationally, it has been worn by a handful of bloggers and featured in fashion magazines (i.e. Vogue; Harper s Bazaar). Kleed is a brand that appreciates the value of opinion makers; the brand has always attention for its PR strategy by partnering with trendsetters. This has given the brand a 'cult'/ Must Have' status. This year, Kleed Kimonos will start a new journey; buy launching the brand in Luxury Safari Lodges in Africa and stores. Partnering with a Wildlife Conservation Reserve in Africa will be supporting Rhino Conservation with 5% of its profits. By creating collaboration with a PR Agency, Kleed will enter the market on the hands of Opinion Makers such as conservationists, models and trend setters. Keeping the exclusivity asset that the brand stands for.

6 CONSUMER PROFILE René is a 32 year old female. She is married, lives in a spacious 2 bedroom apartment, in Sloan Square, London. René is a Lawyer and currently earns 36,000 per annum. One day René wants to become a Partner on the Law Firm which will increase her salary by 20,000 per annum. This makes René social grade B. René enjoys shopping, travelling, playing sports and reading good books and fashion magazines (Porter and Vogue). René's style is a mix of smart and relaxed with edgy details, she cares for sustainability and chooses to wear sustainable over regular brands. She enjoys wearing unique, exclusive brands, high quality fabrics and details in each piece she wears. She wants to excel with her special clothes. René buys comfortable and cool clothes to wear on a Sunday comfy afternoon, or to have brunch with friends on a weekend where the sleep chic concept is considered by that group of friends, or even to go out for a dinner in a fancy restaurant with her Jbrand jeans and her stilettos and the pa jama top from Kleed. Versatile clothes are important for her busy yet sophisticated life style. René could be considered a Special Label Seeker and Social consumer. She enjoys keeping up to date with the latest trends and must have items each season, but she also likes to discover sustainable fashion brands that care for the Planet

7 CONSUMER PROFILE CONTINUATION She follows celebrity s styles such as Mary Kate and Ashley Olsen and Giovanna Bataglia, but she is also very interested in Nature Documentaries and Sustainability and Conservation issues. She loves to sneak peak from time to time on the blog 'The Manrepeller' and at the same time she follows Leonardo Di Caprio Conservation Projects. As René is a peacock, she enjoys travelling and going out as often as she can for meals and trips with friends. She hopes to become a partner and salary increase will allow her to wear more high fashion brands; as well as moving into a bigger apartment. René is the typical buyer for Kleed Kimonos; a trendy Fashion Brand which supports Wildlife Conservation in Africa

8 SUSTAINABLE FASHION Because actions speak louder than words, Kleed partners with NkombeRhino, an NGO in South Africa, dedicated to fighting the endemic poaching of one of Africa s Big Five endangered animals - the White Rhino. NkombeRhino s anti-poaching units patrol the African Savannah (veldt), to actively intervene and fight the horrific rhino poaching at great personal risk and in incredibly challenging conditions. To this end, 5% of Kleed s Profit is directly donated to NkombeRhino, translating into a meaningful and effective contribution in the fight against rhino extinction. As the founder of the brand unequivocally states: Sustainability is not an option and conservation is our duty whatever we work in and wherever we live. It s that simple.

9 SOCIAL MEDIA The brand also takes advantage of the use of Social Media platforms such as; FACEBOOK This platform is used to share articles, advertisements and general news on the brand as well as showing photographs of style icons and celebs wearing the brand. This platform allows the reader/audience to see the highlights of the brand. INSTAGRAM This platform, much like Facebook is to share articles, photos, on the brand and photographs of celebrities and fashion icons sporting the brand. kleedkimonos_ipsum Lisboa, Portugal FOLLOW GIF 4977 likes kleed kimonos kleedkimonos #kimono #loungewear

10 FASHION INVITATIONS Lisbon Fashion Week (2016/ 2017) London Fashion Week (February 2018) Paris Fashion Week (September 2018, invited by Fashion for Conservation) TV Programs. Radio Programs Fashion Markets Auctions (New York, Wild Tomorrow Fund, 2017) Product Placement in TV Programs Multibrand Websites

11 MEDIA COVERAGE INTERNATIONAL Vogue Portugal Vogue Italia Vogue Spain Harpers Bazaar Brazil NATIONAL Cristina Saber Viver Culto Observador Wink Parq Edit Jornal Económico Lisboa Essencial Lux Urbana

12 CELEBRITIES Tereza Maxová (Top Model) Cristina Ferreira (TV Presenter) Ana Rita Clara (TV Presenter) Jessica Athayde (Actress) Luisa Beirão Raquel Prates (Model/Fashionista) Eugenia Martinez de Irujo Tamara Falco (Isabel Presley Daughter)

13 BLOGGERS Jessica Athayde Fernanda Velez CacoMae BlueJeans White Tshirt Cool Hunter Diary Belen Hostalet Luísa Beirão Others

14 NEXT STEPS LAUNCH KLEED IN SOUTH AFRICAN MARKET (FEBRUARY 2018) Target Market: Luxury Safari Lodges to position the Brand as a Sustainable Fashion Brand. Strong PR strategy (Opinion Makers, TV Presentors, Actressess, Bloggers and Conservationists; Media Strategy (Social Media, Fashion Magazines, General Info magazines) Strong Comercial Approach to the African Market focusing on Kleed and Sustainability. The brand supports Wildlife Conservation in Africa (Rhino Conservation), with 5% of its Profits. Strong Comunication around Conservation and the role Kleed will play regarding this Cause. (Shootings in the Wild, Interviews with Conservationists, the importance of Fashion making the difference in this area) START SELLING IN DEPARTMENT STORES NATIONALLY AND INTERNATIONALLY El Corte Inglês / Harrods/ Galleries Lafayette / Le Bom Marché, etc. WE WANT TO GROW ORGANICALLY AND MAKE A DIFERENCE IN CONSERVATION Thank you

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