CONCEPT REPORT

TABLE OF CONTENT
Brand Identity

Moodboard

Vision&Mission

Brand Values

Product/Design Principles

Target Group

Marketing Mix

11

C2C Cycles

13

Market Research - Competitors

15

Unique Selling Point - USP

18

Business Model Canvas

20

SWOT

21

S.M.A.R.T

22

Appendix - Trend Research

Appendix - Trend Research - Fashion
Appendix - Market Research (Competitors)
Appendix - Potential Market
Appendix - Material
Appendix - Sustainable ways of Dying & Printing
Appendix - Collaboration with the software
industry: Fits.me: virtual fitting rooms
Appendix - Cost Identification
Sources

23
25
27
30
31
33
34
35
38

Brand Identity

FNDNM - Fandom Denim

Dressing characters instead of people

There is an increased open-mindness towards gender,

race and sexual ambiguity. FNDNM is open to
character, excitement and all other human perceptions,
in all areas, including technology. Our brand raises
enthusiasm in a world where unisex usually means
emotionless and colourless clothes. Being a brand built on
a mindful approach, we take action in creating a brand
identity with a unisex collection that caters to characters
that are sharing mutual interests in being off-beat, bold,
and a standing community for equal rights.
We believe in gender-free confidence and see rules
and definitions cast aside in favour of an intelligent,
open-minded world.

Moodboard

Vision and Mission

VISION
We want to free the world of classic conventions of gender and age in
sympathy for a considerate open-minded world.

MISSION
FNDNM takes action in creating a brand identity with a unisex
collection that starts a vibrant movement which brings characters
with mutual interests together. - an open-minded community for
equal rights.

Brand Values

OFF-BEAT

COMMUNITY

MINDFULL

BOLD

At FNDNM we do
not conform to the
hype, we create our
own path. We
maintain that by
always staying
curious and doing
the unexpected.

Our customers and their

distinctive characters are the
pillars we stand on. We value
their voice above all and aim
to engage them to promote
an interaction between us and
our inspirational
community - we listen and
involve.

Although we try to see

the positive in
everything we are
realistic. That is why
every decision we
make considers the
impact it has on our
surrounding
environment. We give
high importance to
sustainable
production and
transport methods as
well as carefully
chosen materials.

We believe that
humor is what keeps
the world turning
around, gives hope
and inspires. So
being outgoing and
fun lays at the heart
of who we are and
what we represent.

Product/Design Principles

As a reaction to the widespread minimalism trend in fashion, FNDNM sells

unisex jeans made from organic hemp with an unconventional approach
of construction and seasonal choice of colours. Our brand offers 4
numeric sizes. In order to give these sizes a bit more variety and
elasticity some specific designs that are rather body hugging include
knitted panels. To visualize how the product fits our customer FNDNM
provides an online fitting room with a personalized avatar. The customer is
able to see how the jeans look on their specific body shape. Our
constructions are new, that means that there is no right or wrong fit for
our jeans. It is up to the specific character of our customer if the garments
gets a like or dislike. This representing our slogan dressing characters
instead of people.
Even though we are a denim brand we also sell tops that are mainly
knitted and have a similar approach to design. Off-beat but still having
an aesthetic value.
Our brand values allow us to vary our style approach because aesthetics
can and will change. We are not bound to these specific principles.
Anyhow, our design will and can always be different and off beat.
We listen to our customers and their needs and adapt to that. We will
evolve with their style.

Target Group

Target Group

Our target group defines itself by

characters of mutual interest rather
than the usual demographic
segments, such as gender, age,
race, income and geographics.
Our customers are open-minded,
social & off-beat personalities that
share mutual interests in a bold &
mindful lifestyle. Their style can be
described as outgoing and bright.
Therefore they stand out from the
crowd while authentically expressing
their unique characters through their
style.
Brands such as Comme des Garcons,
Opening Ceremony and Urban
Outfitters find our customers
appreciation. They are curious and
open to
discover new brands due to their
fashion awareness.
At a time where smartphones are
our most reliable chaperones our
customers are connected 24/7 and
have social network accounts such

10

as facebook, instagram and

pinterest. They are not just open to
share their interests online, but also in
their physical social life when
getting together with friends and
people they just met They rather go
out than staying at home and prefer
bars, restaurants or cafes over
cinemas and theatres, though they
have a high cultural interest and like
to go to art exhibitions at Foam,
Mediametic and Stedelijk.
They like to get inspired by their
(urban) environment and magazines
such as Toiletpaper, Dazed, Purple,
ID, PoP and Sleek.
Furthermore concept stores as the
Droog Hotel and Felix & Frame catch
their attention offline while they
regularly visit websites and blogs such
as showstudio, dezeen and nowness.

Marketing Mix

7 Ps
Product
see p. 7

Price
The FNDNM collection is placed at the Bridge price level, this can be compared to diffusion lines of designer
brands. Selling denim products in a range starting at 150 up to 190 & knits starting at 60 to 100 Being
produced in Europe, and made from organic hemp we emphasize our products quality. Pricing is not one of
our unique selling sectors, keeping in mind fair wages, local productions, logistics and software innovations
such as fits.me restrict our product to be in the bridge price category.

Physical Environment
FNDNM mainly distributes their clothing in an online store that includes a virtual fitting room called Fits.me. It
enables the consumer to virtually try on the product on a personalised avatar. This is how they can find their
optimal fit. With the help of that service we reduce frustration of online buying customers and returns of the
garments.
Moreover FNDNM introduces itself with the help of pop up stores.

Positioning
As a unisex denim brand we want to distinguish ourselves and be perceived as unique. When people think
about a unisex denim brand we want to be the first thing that pops up in their mind. FNDNM wants to create
a community that appreciates our bold designs and shares our off-beat attitude.
FNDNM is to be associated with positivity and creativity. Our customer shall feel taken serious by FNDNM and
welcomed to share their opinions with us.

Marketing Mix

Promotion
Since FNDNM is a mainly online operating brand we will focus on advertising through social media such as
Facebook and Instagram. Furthermore we will advertise via magazines such as Daze or Pop.
In order to have a rather solid/ tangible appearance FNDNM wants to promote its character and clothes on
fun social events. By doing that, we can create an interactive connection to our consumers within an
environment that supports our philosophy.
In our pop up stores the consumer is not just able to try out the virtual fitting room on our computers but they
are also able to actually try on the garments themselves in order to get to know FNDNMs fit and to see how
exact the virtual fitting room tool actually works. This is also how we want to achieve to introduce this new
innovative tool to the community.

Place
The launch of our brand will take place in Amsterdam and our online distribution will be restricted to the
Netherlands. FNDNM is an ecommerce business/community whichs online sales are only shipped within the
Netherlands for the start. Keeping in mind the opportunity to expand to its neighbour countries in the future.

People
Head designer + Design Assistant (+intern)
Marketing & PR Coordinator (+intern)
Sales Director Pop-up store
Operations & Finance Director
Logistics employee (backoffice)
Production (+intern)
Webdesigner
Employees Pop-up store
In order to create a strong and understandable brand identity and a good customer service in the pop-up
store, we are looking for employees that embody the brand identity. They are social, open minded, fun, fresh,
friendly, energetic, intellectual and dont have a 9-5 mentality.
12

C2C Cycles

Even though FNDNM does not promote their

Cradle to Cradle approach to their consumer, it is
a crucial part of our bold but mindful brand. We
intent to recondition constant cycles of
biological and technical nutrients and therefore
recycle them in a way that they can be reused
at their best possible values.
Our biological cycle starts in Germany from
where we source our organic hemp fibres. These
will be woven and knitted in Germany and
transported via railway to Romania where our knit
and denim collections will be produced.
From Romania the collections will be transported
via railway to the Netherlands where they will be
stocked and shipped to our customers.
Our customers will return worn garments back
to our warehouse where these will be controlled
and collected. Our garments will be then
disassembled and depending on their condition
shipped either to Romania or Texperium in the
Netherlands.
In Romania fabric panels will be upcycled for our
accessory line while Texperium will shred and
recycle heavily worn garments so we can reuse
the fibres. These recycled fibres will be shipped
back to Germany and mixed with new organic
hemp fibres to ensure the quality of our garments.
This is where our biological cycle closes.

Our technological cycle starts with YKK who

makes zippers and buttons from recycled
polyester. These recycled zippers and buttons will
be shipped via railway to Romania where they
will be assembled with our jeans and accessories.
After our customers returned our jeans and
accessories they will be disassembled and
depending on their condition zippers and buttons
will be shipped either to Romania or YKK in Turkey.
In Romania returned zippers and buttons will be
reused while YKK will melt and recycle them. This
is where our technological cycle closes.

C2C Cycles

14

Market Research - Competitors

Competitor - JEREMY SCOTT

Similarities
Colourful designs
Unsiex styles
Animated webstore
Street inspired
Trendy

Differences
Higher price level
Over the top designs
Already established
Non-denim brand
Not C2C

Market Research - Competitors

Competitor - SIXTYNINE
Similarities
Denim brand
Non-gender & non-demographic clothing
Animated webstore
Street inspired
Recognizable C2C approach

Differences
Higher price level
Timeless and classic
Not really colourful
No extra e-commerce services

16

Market Research - Competitors

Competitor - NUDIE JEANS

Similarities
C2C
Denim brand
- Active community

Differences
Better price point
Rather classic styles
Not really colourful
Already established

Unique Selling Point - USP

USP
FNDNM distinguishes itself from other unisex brands
through the combination of off-beat constructions,
bold prints and a mindful approach to the
environment.
Additionally FNDNM offers a unique online-shopping
experience by collaborating with fits.me who provides
a virtual fitting room with a personalised avatar, to try
on garments.

18

If you ever have the feeling that we live in a joyless, funless, workaholic era, it all
makes playing quite important. Vital, in fact.
- Sleek Magazine

Business Model Canvas

20

SWOT

S.M.A.R.T Analysis

Specific
2015/16 Establish a consumer base (fandom) by having 50 new subscribers to

our online community each month.
2016/17 Conquer a larger market share by launching accessory line made of

brought back jeans
Reach out to a German customer base by offering expanded shipping

to Germany.
2017/18 Reach out to EU market.

Mesurable
2015/16 1500 Jeans, 2000 Knits
2016/17 1900 Jeans, 2600 Knits
2017/18 3400 Jeans, 4600 Knits

Achievable
2015/16 Establish acceptance of fits.me tool when online shopping and de
creasing customer returns by less than 30% of our online purchases.
2016/17 Less than 25% customer returns.
2017/18 Cooperations with other brands and the fits.me tool to support virtual

online shopping with the same personal avatar that is used when

shopping at FNDNM.

Realistic
2015/16 Support ourselves financially by having 25% bank loans, 40%
investors and 35% of personal savings to start up.
2016/17 Collaboration with artists pattern design
2017/18 FNDNM reaches the point of being breakeven.

Timely
2015/16 C2C certificate basic
2016/17 C2C certificate bronze
2017/18 C2C certificate silver
22

Appendix - Trend Research

Macro Trend - Feminism

In 2013 a law was announced in Germany that
enabled people to have third gender by law. With
this law/progress/development going on, more
awareness and hopefully acceptance of
transgender will be achieved within society.
Another factor that has to be brought into account
regarding this topic, is the ongoing protest against
Russia and Putins anti-gay-politics.
A growth of attention was the result. A certain
acceptance reflected itself whenever Conchita

Wurst won the EuroVision Songcontest and so raised

Emma Watsons recent UN feminism speech a lot of
awareness, received by pretty much everyone with
a mild interest in gender equality. FNDNM takes
action in creating a brand identity with a unisex
collection that caters to characters that are sharing
mutual interests in being off-beat, bold, and a
standing community for equal rights.

Meso Trend - Community

Due to the open opportunities of coming together
online, communities and the mutual interest of
sharing opinions have evolved and been setting a
trend in our society. People are interested and
educating themselves online and become involved
in controversial topics and lifestyles. Music, social
media and fashion are departments that take
advantage of the curiosity of their consumers to
bring them together. This is where FNDNM reacts
and is motivated to create an online base for their
consumers that would like to get involved and meet

characters with mutual interests. Events and festivals

that the fandom can attend are tangible activities
our consumers can rely on. We are learning that by
sharing our creativity and allowing our customers to
share and interact with us, it can lead to an inspiring
environment that creates many other new
possibilities and interesting movements that we
could not have imagined before.

Appendix - Trend Research

Micro - Virtual Innovation

In our everyday life new technologies have
become an essential part. We are permanently
available wherever we are and connected which
each other through a virtual world.
We nearly communicate more words through these
channels than in the actual real life. As a result
online communities and the number of blogs are
rapidly growing.
The recognisable amount of online users brought
more and more brands to work on their online
presence and services. In e-commerce companies

24

as Fits.me collaborate with brands together to

improve online shopping and reduce return rates.
Others as the online store Sneakerboy.com
innovative online business concepts and apps
which enable customers to stay updated on a daily
base and purchase goods via one click.
Being aware of these developments, FNDNM will
incorporate innovative technologies as Fits.me in
order to appeal to the early adapters and bold
characters, we are targeting.

Appendix - Trend Research - Fashion

FASHION TRENDS
Patchwork Denim
Since we are a denim brand we pay attention to
the changes of how to implement denim fabric into
fashion nowadays. We have seen that designers
no longer make use of classic denim only (in their
collections). Just recently numerous combinations
of denims with different color patches, prints and
trimmings are shown on the catwalks. It seems like
designers as well as people are getting tired of the
simple boring blue jeans. These are the people we
target as our customers. FNDNM is the best choice
for those who want to be different from the crowd
and we are gathering them together to enjoy this
fun world.
The Girlfriend Look
We have seen that there is a rise of unisex brands.
The boyfriend look for women is very common and
already exists for ages. In addition, there is a
fundamental trend that may well lead to a
paradigm shift in mens clothing: a diverse use of
fashion references, all of which clearly originate in
womens fashion.
Unisex eliminates the traditional boundaries of
gender that exist in the fashion industry. These unisex garments can be worn by anyone and form an
extension of each persons individuality. FNDNM will
translate this trend into an unisex line that will serve
both the male and female customers.

Appendix - Trend Research - Fashion

Anti Minimalism
For a couple of years now we have
seen minimalism in diverse design
disciplines evolving and gaining
great popularity. Monochrome
colorways, nearly no decorations
and reduction to the essential are
part of our everyday life.
At the same time we see more
and more brands going in the total
opposite direction and starting an
anti-movement with a bold and
outgoing look that discards the dull
and uniform. These designs stand
out through elements as
unconventional layered
constructions, complex prints in
diverse colors and curious mixed
textiles. FNDNM links into this new
wave of bold, off-beat and
humorous designs with odd
constructions by creating a
collection that dresses characters
instead of people.

26

Appendix - Market Research (Competitors)

COMPETITORS
Competition Matrix
Sustainability
This competition matrix is based on the level of Cradle 2 Cradle
provided by each brand in relation to the price level.

Appendix - Market Research (Competitors)

Competition Matrix
Style
This competition matrix based on the style provided by each brand in
relation to the price level. The level of style is differentiated by timeless and
trendy designs.

28

Appendix - Market Research (Competitors)

Competition Matrix
Denim Market
This competition matrix is based on the amount of denim sed by
each brand in relation to the level of unisex styles.

According to our competition

matrix FNDNMs main competitors
are:
- Jeremy Scott
- SIXTYNINE
- Nudie Jeans.

Appendix - Potential Market

Number of males and females in the Netherland in the age

of 20 to 40 is 4.233.861 million.
We estimate that 1 out of 20 people are interested in our unisex
products, what brings us to the following calculation:
4.233.861 x 1/20 = 211.693,05
Our potential target group consists out of 211.693 people.
Our average jeans price is 170 (min. approx. 150 and max. approx. 190)
Our average knitwear price is 80 (min. approx. 60 and max. approx. 100)
Based on desk research, we found out that people will buy 0,87 jeans in 2015 and
0,9 in 2016. We made an educational guess that people buy 10 knitwear pieces per
year.
So, our estimated market potential for jeans is
211.693 x 170 x 0,87 = 22.100.749,20.
Our estimated market potential for knitwear is
211.693 x 80 x 10 = 169.354.400
In total, our estimated market potential will be 191.455.100,20

30

Appendix - Material

The FNDNM collection is made from organic

hemp which is a very sustainable product and
C2C suitable. Organic hemp can be sourced
and manufactured in Europe. A possible
supplier could be Hemp Fabric UK who also sell
organic cotton that might be used for our
knitwear pieces.
Hemp has a lot of advantages over cotton
regarding efficiency and sustainability and it is
therefore predominate in the collection:
Durability: Hemp is incredibly strong. It has
quadruple the strength of cotton, so it will
outlast your current jeans by a long time.

Natural odor resistance: Hemp will not absorb

bad smell as quickly as cotton, allowing you to
wash it less and save water.

Moisture management: Hemp feels a lot like

linen, transporting moisture away from the skin
and avoiding that sticky, clingy feeling on hot
days.

Soft and comfy: The more you wear and wash

your favorite hemp garment the softer it gets
and the better it will fit your body.

Temperature regulation: Hemp has the

property of temperature regulation giving it
the great quality of keeping you warm in the
winter and cool in the summer.

Appendix - Material
Hemp also has a few advantages when it comes to
environmental sustainability, compared to the more
conventionally used cotton.
Land use: Hemp needs half the amount of land
that is needed to grow cotton.
Water use: Hemp uses four times less water than
conventional cotton production.
Pesticides: Cotton production tends to involve a
ridiculous amount of pesticides, and those
chemicals find their way into the water supply of
developing countries, where the cotton is grown.
Hemp doesn not need any pesticides at all. That is
why they call it weed.
Crop rotation: Cotton damages the land, whereas
hemp enriches it. Rotating crops with hemp
actually increases the yield of the accompanying
crop.
Dying: Given a wide variety of processes that are
available to remove fibres from the stem of a
hemp plant, it can be naturally creamy white,
black, green, grey or brown. Without even
requiring the use of dye, hemp comes in a variety
of colors. Of course you are still able to dye hemp
both naturally and synthetically. Hemp is quickly

32

becoming more and more popular in the fashion

market as designers see the potential in the
material while also being a very environmentally
sound option. Since it is durable and lasts a long
time, it can be attractive to certain designers.
To make sure FNDNM does not only focus on its
sustainable fabric use but also on the elements
incorporated to complete the jeans, YKK will be our
supplier for zippers and buttons as they offer zippers
made from recycled polyester and metal
combined with organic cotton.

Appendix - Sustainable ways of Dying & Printing

FNDNM will be using a variety of colours and prints in the collection. We do know that dyeing and printing
fabrics often causes pollution. Since we add a high value to sustainability, we would like to do the dyeing
and printing process as sustainable as possible.

Air dying
Recently there has been a technical development in ways of dyeing textiles. According to this new method,
companies will be able to produce dyes that are heat-transferred from paper to fabric in a one-step
process. This development will save us between 7 and 75 gallons of water in the dying of a pound of fabric,
uses 85 percent less energy and produces no harmful by-products.

Digital printing
Another sustainable solution would be digital textile printing. Digital printing would provide us a high qualified
16.7 million colours per cylinder, while the traditional printing would limit us to just one. Furthermore, the
company Digitaltextile offers us short sampling orders, production order services within 4 weeks and no
minimum order quantities.

Bath dying
Recently there has been released a new textile machinery, the THEN-AIRFLOW SYNERGY, which is located
in international factories (Fongs in the Netherlands).
The THEN-AIRFLOW SYNERGY, which is the newest sustainable textile dyeing machine, saves energy of
approx. 40%, reduces production time around 25%, has the lowest water consumption and effluent
represent an ecologically sound solution. Furthermore it is possible to dye knits and woven fabrics from light
up to heavy weight.

Appendix - Collaboration with the software industry: Fits.me: virtual fitting rooms

All the referenced literature

mentioned fitting problems as the
major reason for online returns.
Customers are uncertain of their
size, may it be because they do
not know their actual body size
or because of the variations from
brand to brand in fit. Since our
brand will also be focusing on
e-commerce this is a factor to
keep in mind.
Thankfully there are many
developments when it comes
to virtual fitting rooms. We have
chosen to work with Fits.me for
the primary reason that they offer
a virtual avatar which shows not
only if the size is right (by pointing
out possible problem areas) but
it also gives an indication of how
the garment will drape around the
body. Another advantage is that
the customers only need to fill in
their measurements once and that
it learns from the customers
purchases and returns; making it
more accurate every time its used.
34

Being early adopters of the

technology, and one of the first
companies to apply it to all items
stocked, will also give us an
advantage compared to other
brands and webshops. In Brazil this
approach has been implemented
and the return rates have been as
low as sub 3%.
The major risk involved in
adopting this new technology is
that it is costly and therefore would
involve a major investment from
the start. However after looking
at the advantages and doing a
survey among our target group,
whom have said to be interested
and willing to use the technology,
we believe the long term
advantages (due to higher
customer satisfaction and lower
return rates) outweigh the
disadvantage of the initial high
investment.

Appendix - Estimated Cost Identification

COST IDENTIFICATION
name
Production (Jeans)
Production (Knits)
Rent/Pop-up
Rent/Office
Employees
Logistics
Online domain
Software (Fits.me)
Promotion

costs/month


  





 










costs/year




 











 


production year
1. year
2. year
3. year

jeans (pcs.)
1500
1900
3400

knit (pcs.)
2000
2600
4600

average production costs

jeans


knits



Total 

Inventory (Pop-up)
account
tables
racks
chairs

pcs.
1
2
4
3

price










total











Total 


employees
Head designer
Design assistant
Design intern
Marketing & PR coordinator
Marketing intern
Webdesigner
Operations & Finance director

Inventory (Office)
desks
chairs
lighting
shelving
drawers
racks

pcs.
14
20
7
10
10
10

price














total














Total 


Logistics manager
Production manager
Production intern
Sales Director Pop-up store
Part-time employees Pop-up store

salaries













 


 


 


 









Total 


market(s)
NL
NL, DE
EU

Appendix - Estimated Cost Identification

FNDNM - Cost Price Calculation

style
article number

description

Jeans #1
SS16-FNDNM-0001
off-beat, bold and mindful

description
FABRIC 1
FABRIC 2
Lining 1
Lining 2
Press fasteners
Zipper
Shoulderpads

100% Hemp

Hook & Eye

Elastic Band

Fusible lining
Overlock yarn
Sewing yarn
Topstich yarn
Brandlabel
Care label
Size label
Hangtag
Spare button bag
Recycled poly bag
Hanger

width

150
150
150
150
YKK recycled PES
YKK recycled PES

Amann Saba 120

Amann Saba 100
Amann Saba 100

prod country
plan quantity

Romania
1500

date

XX.XX.XXXX

quantity

unit






Surcharge

1,50
0,00
0,00
0,00
2
1
0
0
0
0,00
0,60
0,80
0,40
1
1
0
1
0
1
0

m
m
m
m
pc
pc
pc

10,00
0,00
0,00
0,00
0,10
0,60
0,00
0,00
0,00
0,00
0,09
0,09
0,14
0,10
0,05
0,05
0,12
0,05
0,10
0,35
0,00
0,00
0,00

100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%

Miscellaneous
Miscellaneous
Miscellaneous

pc
m

m
100 m
100 m
100 m
pc
pc
pc
pc
pc
pc
pc
 




 




 





COMPONENTS
20,00
0

(Proto) sample(s)

min
pc

2
1

0,90
0,00
1,00
400,00
0,75

COSTPRICE
Reconditioning

Transport

Handling central warehouse

Freight incl. custom duties
Picking charge

100%
100%

18,00
0,00
1,00
0,53
0,75
36,64

 




 




1
 





1,00
0,50
0,27
0,41
0,09

1,00
0,50
0,27
0,41
0,09

LOGISTICS

2,27

SUB TOTAL

38,91

BUYING AGENCY

0,00

TOTAL

38,91

PROFIT MARGIN

0,00

WHOLESALE PRICE EXCL. BTW

TOTAL

38,91

WHOLESALE PRICE INCL. BTW

19%

46,30

270%

105,04

RETAIL PRICE

36

15,00
0,00
0,00
0,00
0,20
0,60
0,00
0,00
0,00
0,00
0,05
0,07
0,06
0,10
0,05
0,00
0,12
0,00
0,10
0,00
0,00
0,00
0,00
16,35

C.M.T.
Print
Treatments
Patterning/grading





SUGGESTED RETAIL

incl 19 % V.A.T.

151,34

Appendix - Estimated Cost Identification

PROFIT & LOSS STATEMENT

1. YEAR

production (pcs.)
1500

sales (pcs.)
1500

production (pcs.)
2000

sales (pcs.)
2000

Total revenue
Costs per 1. year
profit or loss



 





JEANS
average retail price
revenue
60% of revenue

 
 


KNITS
average retail price
revenue
60% of revenue

  
  

60% of total revenue
Costs per 1. year
profit or loss



 

- 


2. YEAR

production (pcs.)
1900

sales (pcs.)
1900

production (pcs.)
2600

sales (pcs.)
2600

Total revenue
Costs per 2. year
profit or loss









JEANS
average retail price
revenue
60% of revenue




 


KNITS
average retail price
revenue
60% of revenue

 
  

60% of total revenue
Costs per 2. year
profit or loss

 






3. YEAR

production (pcs.)
3400

sales (pcs.)
3400

production (pcs.)
4600

sales (pcs.)
4600

Total revenue
Costs per 3. year
profit or loss

 




 


1. YEAR
2. YEAR
3. YEAR










JEANS
average retail price
revenue
60% of revenue

 

 

KNITS
average retail price
revenue
60% of revenue



 

60% of total revenue
Costs per 3. year
profit or loss

1. YEAR
2. YEAR
3. YEAR

  







- 



 


Sources
Brand Values:
Off beat
LOVE No. 8, A costume drama, AW 2012, p. 186
Community
Maurieandeve.com, (image) Yayoi Kusama, From: http://www.maurieandeve.com/EmailCampaigns/Newsletters/Winter13/kusama/yayoi-kusama.jpg (retrieved: 22.09.14)
Mindful
image: SLEEK Magazine; Issue No. 42; Summer 2014; page 145; photographer: CG Watkins; Outfit by Givenchy S/S 14
Bold
Blogspot.com, (image) From: http://4.bp.blogspot.com/-yCkr-eu3i1o/U-5T9AyaAyI/AAAAAAAAAU/c2QhmXK7vGk/s1600/c21b19984f083ac7d0c1caaee6d0d469.jpg
(retrieved: 22.09.14)
Target Group Board:
Highsnobiety.com, Comme des garcons, 2013 (image) From: http://www.highsnobiety.com/2013/03/09/supreme-x-comme-des-garcons-shirtspring-2013-collection-lookbook-feat-jason-dill-chloe-sevigny/ (retrieved: 26.09.2014)
Andaikata.com (image) From: http://www.andaikata.com/dunia/10-majalah-dewasa-paling-populer-didunia.html (retrieved: 26.09.2014)
Nanopress.it (image) From: http://www.nanopress.it/cultura/toilet-paper/ (retrieved: 23.09.2014)
Vk.com (image) From: http://vk.com/wall-39422143?own=1 (retrieved: 26.09.2014)
Whipsy.com (image) From: http://www.whispy.com/blog/reexamine-your-spirit/ (retrieved: 23.09.2014)
Quoteko.com (image) From: http://quoteko.com/facebook-logo-big.html (retrieved: 23.09.2014)
Kungfuitalia.it (image) From: http://www.kungfuitalia.it/Imagini/instagramlogo.jpg (retrieved: 23.09.2014)
Omitorium, Mkii London, 2009, DASH autumn winter 2013-14, p.89
Store.Apple.com (image) From: http://store.apple.com/us/buy-iphone/iphone6/4.7-inch-display-16gb-gold-att (retrieved: 23.09.2014)
Tumblr.com (image) From: https://www.tumblr.com/search/happy+new (26.09.2014)
Nastyvogue.com (image) From: http://nastyvogue.com/ (retrieved: 23.09.2014)

38

Sources
Comme des garcons
Tokyopurple.com (image) From: http://www.tokyopurple.com/front/php/category.php?cate_no=26 (retrieved: 26.09.2014)
Foam
Amsterdamjournal.com (image) From: http://amsterdamjournal.com/en/events/larry-clark-tulsa-teenage-lust/ (retrieved: 23.09.2014)
Competitors:
Jeremy Scott
Dontpaniconline.com (image) From: http://dontpaniconline.com/magazine/festivals/day-glo-hair (retrieved: 28.09.14)
Pinimg.com, (image)From: http://media-cache-ak0.pinimg.com/originals/44/54/96/445496dc413cafdf33e4cd41a303ffb5.jpg
(retrieved: 28.09.14)
Retaildesignblog.net (image) From: http://retaildesignblog.net/wp-content/uploads/2012/01/Adidas-Originals-Jeremy-Scott-pop-upstore-London-07.jpg (retrieved: 28.09.14)
SIXTYNINE
Sixty-nine.us (image) From: http://www.sixty-nine.us/products/t-shirt (retrieved: 02.10.14)
Sixty-nine.us (image) From: http://www.sixty-nine.us/collections/general/products/overalls (retrieved: 02.10.14)
Sixty-nine.us (image) From: http://www.sixty-nine.us/collections/general/products/whatever-dress-medium-stonewash-denim
(retrieved: 02.10.14)
Notjustalabel.com (image) From: https://www.notjustalabel.com/designer/69-sixtynine (retrieved: 02.10.14)
Nudie jeans
Retaildesignblog.net (image) From: http://retaildesignblog.net/2014/07/30/bread-butter-berlin-2014-summer-nudie-jeans/ (retrieved:
02.10.14)
Tapiture.com (image) From: http://tapiture.com/jcharliepowell/interior-design (retrieved 02.10.2014)
I.nordstromimage.com (image) From:
http://i.nordstromimage.com/images/Store/blog/men/2012/9_17/Nudie_Jeans_Selvedge_Denim_Nordstrom.jpg (retrieved 02.10.2014)
Nudiejeans.com (image) From: http://www.nudiejeans.com/blog/79-friday-august-3-2012/ (retrieved 02.10.2014)

Sources
Quote
sleek magazine summer 2014, issue #42 Fun&Games
Fashion Trends
Patchwork denim
Style.com, off white spring 2015 ready to wear (image) From: http://www.style.com/fashion-shows/spring-2015-ready-to-wear/off-white/
(retrieved 30/09.2014)
Weibo.com, Leonard by Yiqing Yin 2015ss, (image) From: http://www.weibo.com/1031559124/BpnhmxWIi?ref=home (retrieved 30.09.2014)
Modernmummusthave.com (image) From: http://www.modernmummusthave.com/category/celeb-style/ (retrieved 02.10.2014)
Manrepeller, MM6 SS15 (image) From: http://manrepeller.wpengine.netdna-cdn.com/wp-content/uploads/2014/09/Screen-Shot-2014-09-09-at2.52.27-PM-636x1001.png (retrieved 30.09.2014)
The girlfriend look
Celina Plag, J.W. ANDERSON MEN AW13, WALTER VAN BEIRENDONCK AW13, Sleek magazine, winter 2013/14, p.162
Celina Plag, J.W. ANDERSON MEN AW13, WALTER VAN BEIRENDONCK AW13, Sleek magazine, winter 2013/14, p.162
Celina Plag, J.W. ANDERSON MEN AW13, WALTER VAN BEIRENDONCK AW13, Sleek magazine, winter 2013/14, p.162
Anti minimalism
Desphosphenes.com, Walter van Beirendonck Spring 2015 menswear, From: http://desphosphenes.com/2014/06/25/walter-van-beirendonckspring-2015-menswear/ (retrieved 30.09.2014)
Style.com, Chanel ready to wear Spring 2015, (image) From: http://www.style.com/fashion-shows/spring-2015-ready-to-wear/chanel/ (retrieved
30.09.2014)
Pinterest.com, Sarah Fischer 2014 (image) From: https://www.pinterest.com/pin/404761085233908986/ (retrieved 30.09.2014)
Eyeluvblog.com, Balmian ss14 (image) From: http://www.eyeluvblog.com/2013/09/balmain-ss14-80s-flashback.html (retrieved 30.09.2014
Marijuanagrowershq.com (image) From: http://www.marijuanagrowershq.com/understanding-cannabis-landraces/ (retrieved 30.09.2014)
Logo
Rad hourani
Onemanagement.com (image) From: http://onemanagement.com/blog/tag/rad-hourani/page/2/ (retrieved: 27.09.2014)

40

Sources
Stella Mc Cartney
Stellamccartney.com (image) From; http://www.stellamccartney.com/nl (retrieved: 27.09.2014)
Black comme des garcons
Gopixpic.com (image) From: http://www.gopixpic.com/620/comme-des-garcons-black-august-release 09/http:%7C%7Cwww*hypebeast*com%7Cimage%7C2009%7C08%7Ccomme-des-garcons-black-august-release-09-1*jpg/ (retrieved: 27.09.2014)
Honest by
Amandaericsson.com (image) From: http://amandaericsson.com/research/honest-by-honest-by/ (retrieved: 27.09.2014)
Bruno pieters
Bruno-pieters.com (image) From: http://50.56.214.239/brands/bruno-pieters/social-media/facebook (retrieved: 27.09.2014)
Nurmi
Nurmiclothing.com (image) From: http://www.nurmiclothing.com/press (retrieved: 27.09.2014)
G star raw
Logodatabases.com (image) From: http://logodatabases.com/g-star-logo.html/g-star-raw-logo (retrieved: 27.09.2014)
Nudie jeans
Thedenimblog.com (image) From: http://thedenimblog.wordpress.com/tag/nudie-nudie-jeans-raw-denim-denim-industries-fall-winter-2013fashion/ (retrieved: 27.09.2014)
Kuychi
Blog.kuyichi.com (image) From: http://www.blog.kuyichi.com/home/2014/meet-moufide-samira-and-souad-they-made-your-clothes
(retrieved: 27.09.2014)
Mud jeans
Getchanged.net (image) From: http://www.getchanged.net/consumer/kollektion_detail-n110-i309-sD.html
(retrieved: 27.09.2014)
69
Notjustalabel.com (image) From: https://www.notjustalabel.com/designer/69-sixtynine (retrieved: 02.10.14)
Toogood
Apracticeforeverydaylife.com (image) From: http://apracticeforeverydaylife.com/toogood/ (retrieved: 27.09.2014)
K.O.I
Bestmoviehere.com (image) From: http://www.bestmoviehere.com/emoda/emoda-designer-mens-womens-clothing-designer-jeans.html (retrieved: 27.09.2014)
Denham
Beckers.ch (image) From: http://www.beckers.ch/2012/09/18/viele-neue-brands-bei-beckers/denham-logo-rgb-2/ (retrieved: 27.09.2014)

Sources
Blue Blood
Long-john.nl (image) From: http://www.long-john.nl/blue-blood-is-back/blue-blood-jeans-logo-long-john-anchor-for-success-2/
(retrieved: 27.09.2014)
For all 7 mankind
Wikipedia.org (image) From: http://de.wikipedia.org/wiki/Datei:7_for_all_mankind-logo.svg (retrieved: 27.09.2014)
Marc by marc jacobs
Fashionatalie.com (image) From: http://fashionatalie.com/?=404;http://www.fashionatalie.com:80/designer-gear/closet-faves-marc-by-marc-jacobs-logo-disc-earrings/&reqp=1&reqr=nzcdYaEvLaE5pv5urD== (retrieved: 27.09.2014)
Paul smith
Designboom.com (image) From: http://www.designboom.com/interviews/paul-smith-designboom-interview/ (retrieved: 27.09.2014)
Jeremy Scott
Intiz-journal.com (image) From: http://www.intiz-journal.com/2012_02_01_archive.html (retrieved: 27.09.2014)
The Kooples
Fybox.net (image) From: http://fybox.net/portfolio/the-kooples/ (retrieved: 27.09.2014)
Gustin
Blog.weargustin.com (image) From: http://blog.weargustin.com/post/94441350359 (retrieved: 27.09.2014)
Only
Tembeauty.webklik.nl (image) From: http://tembeauty.webklik.nl/page/fashion-nieuwe-only-kleding (retrieved: 27.09.2014)
H&M Conscious
Mygreenlifestyle.fr (image) From: http://www.mygreenlifestyle.fr/en/2011/03/15/hm-lance-sa--conscious-collection--greenwashing-ou-greenacting/ (retrieved: 27.09.2014)
TOILETPAPER. TOILETPAPER. Toiletpaper Magazine, n.d. Web. 24 Sept. 2014.
CRADLE2CRADLE cycle
cradle2cradle islands, From: http://c2cislands.org/sjablonen/1/infotype/webpage/view.asp?objectID=1233 (retrieved: 02 September 2014)
BUSINESS MODEL CANVAS
Udacity, From: https://www.udacity.com/course/viewer#!/c-ep245/l-48722304/m-48730168 (retrieved 25.09.14)

42

Sources
Trends (Macro Meso Micro)
Dw.de, From: http://www.dw.de/das-dritte-geschlecht/a-17042152
(retrieved at 18.09.2014)
Dazeddigital.com From: http://www.dazeddigital.com/artsandculture/article/21892/1/4chan-threatens-to-leak-emma-watson-nudes-after-un-speech
(retrieved at 23.09.2014)
Sustainable ways of dyeing
Airdying
AirDye Solutions, From: http://www.airdyesolutions.com/about_us/what_is_airdye. (retrieved: 30.09.2014)
Digital printing
Printex, Digital Textile Printing, From: http://www.digitaltextile.com/about.htm. (retrieved at 30.09.2014)
Bath dying
Fongs Europe, THEN-AIRFLOW SYNERGY: http://www.fongs.eu/12/then/then-airflow-synergy.html. (retrieved at 30.09.2014)
Martin, JJ. Catching the Toiletpaper Virus - BoF - The Business of Fashion. BoF The Business of Fashion. N.p., 24 Sept. 2014. Web. 24 Sept. 2014.
Newman, Madelin. Black Milk, Sharkies and the Rise of a Fashion Fandom. BoF The Business of Fashion. N.p., 24 Sept. 2014. Web. 24 Sept. 2014.
Potential market
CBS StatLine, Population. From: http://statline.cbs.nl/StatWeb/publication/?VW=T&DM=SLNL&PA=37296ned&D1=a&D2=0,10,20,30,40,50,60,(l-1),l&HD=130605-0924&HDR=G1&STB=T (retrieved at 27.09.2014)
Material

Snarkynomad, From: http://snarkynomad.com/the-inexplicable-nonexistence-of-hemp-jeans/ (retrieved: 09 September 2014)

Collaboration with the other Industry
Fits.me, From: http://fits.me/ (retrieved: 4.9.2014)
Wang, Lisa. Can Technology Solve the Fit Problem in Fashion E-Commerce? - BoF - The Business of Fashion. BoF The Business of Fashion. N.p., n.d. Web.
4 Sept. 2014.
Cost identification SALARIES
Indeed, From: http://www.indeed.nl/?r=us (retrieved 01.10.14)

Carolina Bammert
Dennis Fonteine
Lisa Jena
Marvin Schippmann
Meritt Teunissen Van Manen
Xinhong Zhang