INDECISIVE. BRAND BOOK M O D E R N M E E T S R E L A X E D

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Daniel Townsend
5 years ago
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1 INDECISIVE. BRAND BOOK M O D E R N M E E T S R E L A X E D

O U R M I S S I O N INTRODUCING A B O U T U S We design, develop and sell womens clothing that is designed and made on the South Coast of NSW, Australia from sustainable fabrics.

2 O U R M I S S I O N INTRODUCING A B O U T U S We design, develop and sell womens clothing that is designed and made on the South Coast of NSW, Australia from sustainable fabrics. We sell our collections via wholesale and online channels. The Indecisive mission is to create subtle statement pieces that are seen by the public as elegant essentials. Our design ethos, product quality and branding aesthetic make it easy to maintain your style and high standards towards sustainability and ethical fashion. Our philosophy is to balance modern and relaxed luxury with sustainability creating essential transeasonal pieces for all types of women.

3 VISION O U R F U T U R E MARKET P O S I T I O N Our vision is to be the largest onshore fashion manufacturing company in Australia. Our aim is to grow into a label responsible for designing and manufacturing fashion for women, men and children with items stocked in outlets located in every major city within Australia. Indecisive will be built into a brand that is respected for our high quality products that are essential, timeless pieces for all occasions, for our commitment to ethical production, unquestionable moral compass and our modern and elegant designs. Indecisive is perceived as an up and coming boutique fashion label that caters to a growing market for modern, timeless, elegant, all occasion fashion needs. The Indecisive commitment to being Australian Made and manufacturing our clothing using sustainable, organic and eco-friendly materials adds value to the customer s choice to shop Indecisive. This transparency also builds the customer s trust in the brand and appeal for Indecisive clothing. Indecisive is at an early phase of its lifecycle and to grow in line with our values, we will collaborate with likeminded retailers to create mutual growth, create an online presence and rely on word of mouth to widen our reach and brand awareness.

4 MARKET I N S I G H T Indecisive is based on the following market insights: 1. A growing awareness of the fashion industry s impact on the planet 2. A gap in the market for modern, elegant and relaxed transeasonal designs made from premium fabrics at affordable prices 3. Serving the niche market for sustainable fashion 4. A growing market for Australian Made products 6. Providing customers with a product they can trust and connect with 7. Online communication and commerce.

CURRENT C U S T O M E R Our current customer is every woman We have watched a 65-year-old lady wear one of our dresses with the same amount of enthusiasm, style, elegancy and comfort as a 29-year-old

5 CURRENT C U S T O M E R Our current customer is every woman We have watched a 65-year-old lady wear one of our dresses with the same amount of enthusiasm, style, elegancy and comfort as a 29-year-old woman in the same dress. Our customer is someone who wants to feel elegant, comfortable and stylish in tran-seasonal items for all occasions. Our current customer is aged between years old. Our customer does not follow trends but instead has a timeless and practical approach to fashion style she wants to own elegant staple pieces that she can rely on for years. She is someone who likes to make a subtle statement through her sense of style. She loves when people compliment her outfits and appreciate her individual sense of style. Page 9

She may even run out on her lunch break to grab something quickly and she is always sure to show all of the ladies back at work her latest finds. She is a regular online shopper.

6 SHOPPING S T Y L E FUTURE C U S T O M E R P R O J E C T I O N Our customer loves to go into a boutique store, building a connection with the sales staff and the boutique s brand. She tries on several different outfits while she is chatting away and getting opinions on what would be the best purchase. To her, shopping is an opportunity to socialise. She may even run out on her lunch break to grab something quickly and she is always sure to show all of the ladies back at work her latest finds. She is a regular online shopper. As brand awareness and exposure grow, Indecisive will expand into the markets of men s and children s fashion, opening the door to several other target market audience groups. We have received a lot of interest from males asking when we will be releasing a collection for men. She takes screen shots of the items she loves online and, if not immediately purchasing, saves them for later or makes sure that she sends them to her girlfriends to see if they love the choice as much as she does. She is brand and boutique loyal, always looking for items she loves from brands and shops she trusts. She is proud to show off where she purchases her clothing from, flaunting each boutique s shopping bag full of her purchases.

7 P R I C I N G PRODUCT S U S T A I N A B L E Indecisive products will be made from organic bamboo, tencel, recycled fabrics and surplus/upcycled fabric. We will continue to spend time researching the latest ecofriendly fabrics and always put our best foot forward to ensure that we are using the most sustainable resources possible. The affordability of our products is essential to Indecisive s commercial viability but it will not be the focus point of our customers. Prices of our products retail from AUD$100 AUD$350. Indecisive will satisfy a growing market demand for premium eco-friendly products that are affordable. Our design aesthetic is based on modern meeting relaxed and using simple and elegant design to create subtle statement pieces.

SALES CHANNELS D I S T R I B U T I O N Indecisive products are wholesaled to boutiques that are aligned with the label, creating mutually beneficial relationships.

8 SALES CHANNELS D I S T R I B U T I O N Indecisive products are wholesaled to boutiques that are aligned with the label, creating mutually beneficial relationships. Indecisive is accommodating to its wholesale channels and works on an individual basis with each boutique to ensure that the boutique is in a viable position with product exclusivity and reach. Indecisive sells via an online store and uses other online channels to create traffic and increase brand awareness. Indecisive partners with other online boutiques through dropship agreements as well as wholesale on an individual basis. Indecisive holds exclusive events for wholesale and publicity as well as exclusive hosted events for retail purchasing in our customer s home. Page 15

OUR G O A L S - To be a leading fashion house in Australia, owning and operating our own onshore manufacturing company, which will be Australia s largest.

9 OUR G O A L S - To be a leading fashion house in Australia, owning and operating our own onshore manufacturing company, which will be Australia s largest. - To have a zero waste company and use all of our off cuts for other productions - To help create a larger local job market - To reduce impacts of the fashion industry on the planet - To help educate our customers about the impact the fashion industry is having on the world - For Indecisive to be stocked in outlets located in all major cities around the world - To be a respected fashion label with high quality products for women, men and children Page 17

10 SUSTAINABILITY F I N D O U T M O R E Indecisive is passionate about sustainability and the impact that the fashion industry is having on the world. We invest substantial resources into sustainability and ensuring that our garments are solving problems and not creating them, the back end of our website contains a wealth of knowledge that can easily be accessed by our customers who would like to learn more. read as much or as little as they like. We do not believe in forcing our beliefs on other people which is why we have created an easy transitional platform that allows our customer to to read as much or as little as they like. We want to make it easy to shop ethically by tapping into mainstream markets and channels.

11 Indecisive. Photos: Luca Prodigo

SOURCE BRAND PREVIEW WOMENSWEAR: CASUAL/BASICS I M A G E : E C O B O U T I Q U E, EXHIBITING AT BRAND PREVIEW

SOURCE BRAND PREVIEW WOMENSWEAR: CASUAL/BASICS I M A G E : E C O B O U T I Q U E, EXHIBITING AT BRAND PREVIEW SOURCE BRAND PREVIEW 2013 WOMENSWEAR: CASUAL/BASICS I M A G E : E C O B O U T I Q U E, EXHIBITING AT BRAND PREVIEW 2013 AYUVASTRA: Classy separates from India Products: Sleek, beautifully fitting separates