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The beginning of a story…
Salt and Silk is a unisex clothing brand, designing and selling high
quality contemporary street wear for the ‘youth’ market, who are forward-looking, creative and unique people. Building a lifestyle that people can
relate to and be apart of. “‘Youth’ is an attitude not an number/age. Stay young, stay
ignorant. Surround yourself with positive people and encourage others to be positive. Be child like in wonder, Be
romantic in revolt.”-Bobby Hundreds
Mission: To provide our customers with high quality unique garments and accessories that consistently
follow our philosophy whilst staying current. To provide unique customer
service in order to promote our lifestyle in such a way that people truly want to be apart of our story,
engage with it and help to shape it.
Vision: Our Vision is to become a global brand that is known for
combining the ideas from all edges of creative practice into a forward
moving lifestyle brand.
Be Unique, Create your own path.
Not afraid to be different Stepping out into
the unknown as opposed to
following a path that is well trodden.
“Comfortable and Familiar”
This is the very fundamental of our business philosophy.
To take the road less traveled, one has to
accept total responsibility for ones
choices. The truth really does set you
free!
Not settling for the social norms of our culture but
instead formulating a reasoned philosophy that will help a person live life to the full everyday. They will not follow other ideologies but their own they will follow
their own thoughts.
“Live in the here and the now”
These are the things that we are most interested in. They have shaped our understanding and expression of life.
Music: Salt and Silk has been influenced by the house and electronic music culture as it represents a pure form of vibration that gives rise to thought and the exploration of creative ideas.
This helps people to carve new directions in their lives.
What has influenced the brand and our philosophy?
Festival Culture: This is a global culture
for enjoyment and discovery, showcasing the most broad minded
individuals who are searching to truly
understand and feel all that we are.
Nature: Our attention to detail and high quality comes from natures influence. If were for example to take a fruit such as an apple and cut it in half we would see
how the seeds form around the core of the apple. They form in such a way that it is
hard not to use the word perfection. Every collection will display this attention to quality and detail as it more closely
reflects the perfect nature of life
Influences continued
Simple design: Zen and minimalism are very informing practices and have influenced
salt and silk. Zen can be understood as ‘looking inside oneself’. We believe that you
can lead a happier and more exciting life when you truly understand yourself. We want
to combine the ideas of creating self reflective design whilst looking at all the
edges of creative practice to reflect our view of contemporary culture.
“Define yourself, Think for yourself and don’t be afraid to be unique”
Customers • Age: 17-30 year olds • Gender: Male and
Female • Location: Built up urban
areas such as cosmopolitan London. These locations will be full of the target ‘youth’ market. These are the epicenters of society 17-22: These will be
people on student level of income or may also have a
part time job. This will enable this group to treat
themselves to a few essentials throughout the term. The younger people in this group might have a parent that will be a middle
class earner they will purchase on a teenagers
behalf.
22-30: These people will have an income of about £26,000 plus which is a graduate level
of income. At this wage Salt and Silk becomes an affordable brand. The social
class of this group will be the Middle ‘youthful’ class their occupations will be in
the creative industry's such as media, marketing, fashion, design, music,
advertising etc… These people will be interested in the contemporary environment that surrounds creative people. They will be regular social media users who engage in
social conversations with their favorite brands.
Wholesale customers Example: Topman.
Born in 1978, it has over 185 stores in the UK. It receives over 160,000
visits a week to topman.com
Their customers are the group that we are
targeting. These are the trend conscious bright-
young-things which include sub-cultural and
indie groups.
The ‘Youth’ Market
A few points.• They have access to a 24/7 digital self expression platform in the
form of Facebook, Instagram, twitter etc…
• They want meaning full connections to brands
• Current music has a strong influence.
• They are a very political and environmentally aware group
• They want a meaningful living and consumption.
• Under 25’s who live in capital cities are the most fashion conscious.
In order to appeal to this group of individuals we must engage with the customer through displaying a real understanding of their interests!
Child like in wonder,
Romantic in revolt
Industry The clothing industry in the UK and the world is one of
the largest markets. With 7.5 billion people on the planet there will always be a need to clothe the people. The market was valued at 1.7trillion dollars in 2012 and
employs nearly 7.5million people. There is an almost infinite size that the market could grow too, this makes it
a competitive business to be in.
In the UK household
consumption on clothing and
footwear is £59 billion.
British consumers spent about £900 on fashion which is slightly above the EU average of £700 a year.
New trends lead to high demand in the market place. The strength of
ecommerce and marketing today means that high
quality can result in affordable prices
The ever developing technological environment that surrounds all
industry it enables people choice when it comes to what to wear. This has enabled people to express there
social beliefs through the clothes they wear. This has enabled brands to grow from little beginnings due to strong followings from their loyal
social media armies
We foresee a more transparent clothing style where people mix and
match from different brands and clothing styles in order to complete
their reflection of themselves
The industry is a very fluid one in terms of changing trends and
numerous collections are released each year by fashion forward brands
• To be stocked by our first wholesaler before the end of the year• To have a fully researched and meaningful collection that we can be proud
of. • To grow our social media platforms by 10K on all platforms • Take on more celebrity ambassadors • Double sales before the end of the year.• Promote our lifestyle in such a way that people truly want to be apart of
our story, engage with it and help to shape it.
This Year…
“You are an expression of your experiences. Make each
one good and you will become a reflection of all that
is good about life”
Callum Best for Salt and Silk
The market is crowed with competition however this does
not mean that brands cant shine through and succeed in this environment. Here are a
few brands that we have looked at and identified as competition.
Nicce is a unisex street wear brand that was first introduced to our wardrobe in 2013. Since Formation they have focused on developing a clean honest approach to contemporary street wear apparel. They create clean, functional clothing pushing forward in new directions for-ever maintaining their ethos. Drawing inspiration from London's ever-changing culture and music scene, Nicce’s AW14 collection shows an exciting mix of traditional ideas with contemporary cuts.
They have managed to build an underground community for their designs through the use of big name DJ’s and great organic social media marketing campaigns
IUTER is a street wear brand fully designed and manufactured in Italy. It was founded in 2002 by a group of people with a strong passion for board sports, graffiti and music.
This brand is so creative in the collections it brings out we
want to take a leaf out of their
creativity manual and create
garments that are talked about
provider of premium, urban apparel of the highest quality. Their original designs epitomize the urban culture and artistic flair that is the foundation of the Serge lifestyle. They strive to create an artistic community that focuses on producing cutting edge designs.
Serge is a great brand to look at it is a brand that has been successful in creating a lifestyle that people follow. They have done this through a very forward thinking social media campaigns in which youthful creative thinkers from all around the globe have been seen wearing serge.
The foundations of the company were, quickly and efficiently built using a powerful string of social networks using nothing more than word of mouth. HYPE launched its first designs; a lighter inscribed with the statement: ‘Get Your Own Fucking Lighter’ and a range of ‘alternative’ designs; a modified Einstein, Monroe and Elvis on separate t-shirts. These thought provoking first designs gave the market something completely different which contributed greatly to their success story!
Although Salt and Silk is not trying to copy HYPE, a lesson can be learnt when it comes to the impressive social media community that they have built up in the last 3 years, it is an amazing achievement. The creativity that is applied to each and every design is something to take away from this analysis. designs are very striking and thought provoking something that we want to apply in one way or another.
Overview of competition Similarities
• High Quality garments and accessories.
• Very high attention to detail• Researched design • Strong social media followings • Real sense that their customers
are in a community or a sub-culture.
Differences. • Unique design to that brand meaning that it is one
of a kind• Some are full of all over prints in full colour and
others are more reserved in the way that they use multiple colours
• Appeal to different groups who follow them and are loyal.
• Diversity of products • Different cuts on the garments. • Different messages they are trying to evoke
Salt and Silks unique corner of the market is to promote our philosophy on life through our clothes and
accessories and incorporate all areas of creative practice into our lifestyle. You will buy salt and silk due to the
high quality fashion forward designs and the community you can become part of after your purchase expressed through our social media avenues. Each customer will
help shape and define who we are Salt and Silk will be a
sanctuary for our customers to escape
from social conformity and enter into a world of creativity, thought and high quality clothing.
Niche
Our original design will shout out to the market and our
philosophy will keep people coming back
Core company strengths
Our harmonized combination of multiple resources and skills that distinguish us in the market place are:
Our unique vision and philosophy that our
customers can become apart of and help to shape.
Attention to detail and style in every aspect of the brand, from the website
to the label in the neck.
Original DesignVery low cost overheads, No debt
Strong social media following after a year of
trading.
Products Salt and Silk are looking forward this year and bring out a capsule collection which will be marketed at our youth market . The next few slides display the trends, styles and cuts that will influence the new collection giving a good idea of what it will look and feel like.
This is a collection of cut and sow t-shirts. Our collection will feature a cut and sow tee which is slightly different from the market standard to set it apart. Our logo may also be applied to the middle of the tee, derived from the market trend for logos
We want to create a design that changes the normality of what a t-shirt is. Something that these images represent
Here is our inspiration for some simple yet effective designs that are successful in reflecting these brands images through the use of a high quality garment that has been intelligently designed with the customer and brand in mind at all times.
The capsule collection will consist 3 new T-shirts, 2 new sweats and a few unique pieces.
The simplicity of these designs are what makes
them interesting and wearable, this is
something that we are striving for. We do not
want to create a plain t-shirt that has had no thought or meaning
attached to it.
Of particular interest here is the Fit and the position of the
logo. We like the youthfulness of these designs
Lazy oaf is a great brand to look at when we are thinking about designs that incorporate logos. They apply so much creativity into each design that the end product is evidence of this. Each Salt and Silk product will ooze creativity.
We want to use words and phrases in some of our designs to further promote our philosophy. Such as ‘Hear + Now’ ‘Be Unique, Create your own path’
The Street
MarketingAs seen in pervious slides our target market is the 17-30 ‘youth market’ but what other things defines this group?
Psychogaraphics: desires exclusivity and Quality Blogs: Hypebeast, Superfuture, Highsnobiety
Music taste: Indie, House and Electronic but they do not disregarding other genres as they understands and respect the musicality that it takes to create.
Reads and watches: GQ, Complex, Esquire, creative thinking ideas, TED Talks, interesting and imaginative videos
Other brands they shop at: Independent street wear brands, Zara, Topman, Urban outfitters, Nike
Salt and Silk club
night back in
September
Our thoughts and feelings shown in our
blog
Strategy Promotion: We will use our social media and other fashion forward publications to directly influence our target market. We will up date these everyday with different thoughts and products at periods throught the day.
Low cost methods: • Facebook advertising which
can be targeted at our specific market. This has been successful for us in the past
• Clothing deals with high impact fashion forward individules that have a strong ‘youth’ following and large social media presence. This has worked for us in the past with Cullum Best wearing our sweatshirt on twitter which directly resulted in 20 sales that day!
The Marketing strategy will always keep our philosophy in mind and help us to promote the image of the free thinking healthy lifestyle brand that is fully aware of the world that we live in and how creatively beautiful it is.
“Don’t waste time on a simple level of experience, immerse yourself into the ecstasy
of life”
Customer Service
The customer is at the heart of all that we do. At the moment we offer an email service where we endeavored to respond to all questions within 5 hours. To improve this we want to add a simple FAQ section to the website for customers to quickly and easily get the answers they are looking for
Delivery: We ship first class and will be with the customer within 1-2 days however we have state on our website that
this could take up to 7 days.
Items are packaged in a black bag in which stickers are placed inside along with the story of our philosophy and the
places to find us online.
To improve our service we want to:• offer a return address sticker and instructions.• Send an email asking for some simple
feedback questions about how the experience with salt and silk has been.
Example of how the future
packaging could look
Next step:Next few months:
We want to design and manufacture the new capsule collection ready for release at the end of March
Start an iconic marketing campaign that will create a strong brand image that will represent our philosophy which is easy for our customers to understand.
Speak to more high impact social icons to help the marketing campaign.
Start talks with wholesalers who might be interested in stocking the new collection
Trademark the brand. Name and Image
Status of the company
The company is registered as a limited company under the name. : SALT AND SILK LONDON
Number : 9385812
Salt and Silk will lead the way on expanding the horizons of street wear
with intelligent thought. We will achieve this thorough a real
understanding of who we are as a brand and who are customers are on
the most fundamental level.
This is just the beginning of a story …
