Domestic Retail Footprint

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Tyrone George
5 years ago
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2 Domestic Retail Footprint

3 High Profile Collaborations

4 Innovative Lifestyle Marketing > Music & Fashion

5 VIP Celebrity Placements > Brand Awareness

6 Direct to Consumer > Vertical

7 Timo Weiland Growth Strategy Wholesale Expansion Product Assortment 75% Knitwear > Natural Fiber Sourcing Direct to Consumer Via Website Omni Channel Brick & Mortar Stores Increase Domestic Production > Knitwear Expand Consulting, Collaborations, & Licensing

8 Awards Ecco Domani Fashion Foundation Winner 2014 CFDA Fashion Incubator Class of International Woolmark Prize Finalist 2013,2014

Case Study: Cotton Incorporated The Cotton Research and Promotion

1970 Increased consumer demand and profitability for cotton

cotton Adopted a push/pull marketing strategy Commercial

34 Developed new blends of cotton Hosted design competitions and

9 Case Study: Cotton Incorporated The Cotton Research and Promotion Act of 1966 enabled the establishment of Cotton Incorporated in 1970 Increased consumer demand and profitability for cotton through brand-building > selling the story of American upland cotton Adopted a push/pull marketing strategy Commercial advertising slogan the feel of cotton targeted at women aged 18 to 34 Developed new blends of cotton Hosted design competitions and runway show events featuring cotton Sponsorship of Unruly Heir Spring 2008 collection in NYC

Case Study: Woolmark > Bridging Wool and

Recognizes Outstanding Designers across the

Centric Marketing Initiative > Sponsored

10 Case Study: Woolmark > Bridging Wool and Fashion Trademark owned by Australian Wool Innovation > licensed vendors on their products Campaigns & Competition > Recognizes Outstanding Designers across the globe > Reinvigorated the brand & perception of wool as a prestige material Linked Australian Wool Farmers to High Fashion PR Centric Marketing Initiative > Sponsored Award of $100,000 AUD for 1 winner, several $50,000 AUD awards for runners up

11 International Woolmark Prize: Then & Now Timo Weiland & Woolmark Finalists in 2014 Karl Lagerfeld & Yves Saint Laurent in 1953

12 Woolmark Competition > Wool Application

13 Case Study: The Alpaca Project (Peru) Designers Included: Timo Weiland, Rachel Comey, Charles Harbison, Antonio Azzuolo

Alpaca Project Overview Launched in 2014, the Alpaca

community 4 month initiative where designers and press

in Lima and Arequipa Larger brands had access before to

were excluded Alpaca Project offered emerging designers

14 Alpaca Project Overview Launched in 2014, the Alpaca Project promotes the alpaca industry to the NY Fashion community 4 month initiative where designers and press were invited on a fall trip to Peru s key herding areas in Lima and Arequipa Larger brands had access before to Peruvian Alpaca but due to order minimums small brands were excluded Alpaca Project offered emerging designers honorariums to produce samples & resale garments for Fall 2014

Growing Interest In Fair Trade The project Buenos

Trade is being implemented by PROMPERU Main purpose

expand commercial networks and contribute to the

materials More than 60 companies are taking part

15 Growing Interest In Fair Trade The project Buenos Practicas de Comercio Justo- Good Practices on Fair Trade is being implemented by PROMPERU Main purpose to prompt companies to adopt modern practices that expand commercial networks and contribute to the development and sustainability of producers of raw materials More than 60 companies are taking part Corporate social responsibility is key to international success

Art Atlas continues to educate and train

16 Empowering Women Artisans Perus textile industry is a powerful contributor to its native women Pioneer in developing programs that support and create social progress for artisan women in the Peru highlands. Art Atlas continues to educate and train hundreds of families how to sustain a livelihood from alpaca herding and textile manufacturing

17 Promotion Channels/Trade Shows Key Display Case of Peruvian Fashion: Peru Moda Connects domestic manufacturers with alpaca importers Organizes contests & conferences for emerging designers Organized by PROMPERU and the Ministry of Foreign Trade & Tourism

18 Peru Textile Factsheet

Alpaca wool were the main materials used by

through generations Peruvian textiles and

designers, weavers, manufacturers made use of

19 Peru Tradition First traces of Peruvian civilization dates back 5,000 years Cotton & Alpaca wool were the main materials used by artisans whose knowledge & techniques passed through generations Peruvian textiles and garments continue to raise admiration Today s designers, weavers, manufacturers made use of traditions inherited from ancestors and ready to dress up the world

20 Peru Advantage > Ready to create Vertically integrated apparel industry from sourcing of raw materials to the final product Employs qualified human capital Works backed by a regulating framework Free trade agreement with most profitable countries

Domestic Job Creation Peruvian companies that

to improve their competitiveness Gain further

Expansion of industry in past decade has created

dyeing lab technicians, sewing, ironing, drying

21 Domestic Job Creation Peruvian companies that export apparel optimize their processes in order to improve their competitiveness Gain further advantages over exporters from other countries Expansion of industry in past decade has created many specialized jobs Jobs include fiber and dyeing lab technicians, sewing, ironing, drying technicians, fabric printers, plant maintenance, and quality supervisors

Basis of the Industry in Peru Alpaca is one of the

natural colors Alpacas are bred in the southern

being implemented to improve conditions of genetic

22 Basis of the Industry in Peru Alpaca is one of the finest animal fibers along vicuna, cashmere, & mohair. High in quality, versatile, and has up to 10 natural colors Alpacas are bred in the southern Andean region by local villagers Programs are being implemented to improve conditions of genetic handling and fiber selection Fully integrated apparel industry from fiber to yarn to manufacturing of garment

23 Supporting Herders Well Being 50,000 families rely on herding alpaca for income in the Andean highlands Alpaca manufacturer Inca Tops helps run Pacomarca, the organization that helps herders combat poverty while learning to sustainably & ethically raise alpacas Program aims to house 5,000 herders in sustainable housing in the next 3 years

Values/Advantages of Using Alpaca Alpaca is known

versatility Natural colors and dyed colors work

created Specialized programs are implemented to

handling, & fiber selection Perfect the production

24 Values/Advantages of Using Alpaca Alpaca is known for is softness, adaptability to dyeing, knitting versatility Natural colors and dyed colors work well Infinite shapes, styles, and textures can be created Specialized programs are implemented to optimize alpaca breeding, improve its genetic handling, & fiber selection Perfect the production process to increase the economic situation of local population

25 Alpaca In NY Fashion VPL, Tocca, Nanette Lepore, Timo Weiland, Rachel Comey VPL, Tocca, Nanette Lepore, Timo Weiland, Rachel Comey

26 Economic Impact on GDP

27 Economic Impact on Exports

28 Economic Impact on Poverty

32 Takeaway: Peru vs USA Today s Peruvian designers, weavers, and manufacturers have made good use of the traditions they inherited from their ancestors and are ready to dress up the modern world The potential for replication of the Peruvian model in the USA

33 Why USA? Strategic location as hub of fashion and commerce Talented and creative human capital Innovative corporate sectors Entrepreneurial spirited population More production and manufacturing starting to happen in USA Young industry with room for growth

34 Foster Relationships Between Alpaca Owners, Mills, & Manufacturers Create similar model/experience to Peru Alpaca project to the US Connect the Alpaca Owners Association with local manufacturers & mills Promote Alpaca to established & emerging brands Apply for government supported funding, subsidies, & grants

35 Knitwear & Wovens: How We Utilize The Material

36 Appeal > Environmentally Friendly Alpacas eat only 2-3% of their body weight making them more economical and eco-friendly than other live stock Cheaper to feed than a domestic dog Padded feet are more gentle on the land Non-fur product

37 Hurdle to Overcome > Domestic Knit Production Wool & The Gang + Billy Reid: great business models to replicate Sustainable, ethical, and low-cost production Creative marketing strategy appeals to modern / social media obsessed consumer Branded hand-knitter network LA Knitwear Factory Capacity: Room to grow

Conclusion: Reaching Commercial Viability Align with domestic LA Knit facilities

Increase commercial exposure Create and market different blends of Alpaca with

to the consumer: Alpaca is non-fur, flame resistant and hypoallergenic adding to

38 Conclusion: Reaching Commercial Viability Align with domestic LA Knit facilities and expand facilities to NY/NJ/Midwest Promote alpaca fiber as luxury fiber on par with cashmere, mohair, and vicuna Develop robust social media strategy Brand Identification similar to Woolmark, IWP, & Cotton Inc. Increase commercial exposure Create and market different blends of Alpaca with wool, silk, cotton, and cashmere Highlight unique / attractive alpaca attributes to the consumer: Alpaca is non-fur, flame resistant and hypoallergenic adding to its value and commercial viability as a substitute for other natural fiber options This is JUST THE BEGINNING!

39 Contact Info Timo Weiland Studio: 1123 Broadway Suite 907 New York, NY Phone: +1 (212)

ALPACA MONTHLY NEWS EDITORIAL EDITOR: FRANCIS RAINSFORD WHAT ARE ECO TEXTILES AND WHY WE NEED THEM FOR THE FUTURE?

BULLETIN Nº 82 January 2014 EDITOR: FRANCIS RAINSFORD ALPACA MONTHLY NEWS EDITORIAL WHAT ARE ECO TEXTILES AND WHY WE NEED THEM FOR THE FUTURE? Organic and eco textiles cover a wide range of natural and