CONCEPT
MARKET POSITION
S . W . O . T A N A LY S I S
W I L D P L A C E S F O U N D AT I O N
R E PA I R
route-to-market
ROUTE TO MARKET
PURCHASE PROCESS
With every studioBALVICAR purchase a customer is buying an experince, from in-store to online purschases. Online orders arrive in eco-padded Jiffy bags, made from recycled papers. In side will be their garment(s) along side a ‘thank you’ card on the house paper. Along side the collections ‘postcard’ photos, these photographs are a selection of the editorial photgraphs. Each garment comes with its own repair kit, a staple of the studioBALVICAR brand. There is aslo a copy of the collections publication inside. All of these items will also be given out for in-store customers.
UNBOXING EXPERIENCE
BRANDED ELEMENTS
PEOPLE
CUSTOMER
COMPETITOR RESEARCH
DEBUT COLLECTION CONCEPT
C O L O U R & FA B R I C
TROUSER RESEARCH
OUTERWEAR RESEARCH
LOOK ONE
LOOK ONE PROCESS
LOOK TWO
LOOK THREE
LOOK FOUR
LOOK FIVE
LOOK SIX
LINEUP
TECHNICAL RANGE PLAN
Fair Isle Gansey
LOOK ONE
SIGNED OFF:
Sports Coat
LOOK ONE
Trims:
SIGNED OFF: Trims:
Mixed Buttons x 8 £2.25 Fair Isle Pattern & Punch Card
Garment Label £0.75
2x1 Rib (5g Industrial)
4 Needle Tuck Stitch
Costing:
Fabrication:
Costing:
Fabrication:
SheepSoft Yarn - £20 /cone
Fabrics: £34
Full cone - Airdale Cream Half cone - Grassington 1/8 - Kettlewell Navy Laxton’s SheepSoft Yarn - Supplied by Yeomans
Wide Leg Pant
LOOK ONE
Lining £7
Total - £32
SIGNED OFF:
Main £20
Printed £4
Waxed £3
Standard Fit Shirt
LOOK TWO
Trims:
Trims: £3
Total: £37
SIGNED OFF: Trims:
x8
x4
Mixed Buttons £3.60
Buttons £0.80
x8 x2 Fidlock HOOK 15 FW Sewable - 01266 £5.10 /unit
Garment Label £0.75
x2 Riri Zip £3.50 /unit
Garment Label £0.75
Fabrication:
Costing: Fabric: £10
Main £10
Total: £28.75
Costing:
Fabrication: Trims: £18.75
Fabric: £13
Main £10
Pocketing £3
Totals: £17.35
Trims: £4.35
Quilted Liner
LOOK TWO
SIGNED OFF:
Quilted Trouser
LOOK TWO
Trims:
SIGNED OFF: Trims:
Herringbone Tape £0.50
Fidlock HOOK 15 FW Sewable - 01266 £5.10 /unit
x5
Garment Label £0.75
Buttons £1.50
Garment Label £0.75 Riri Zip £3.50 /unit
Costing:
Fabrication:
Fabrics: £46
Main Quilt £35
LOOK THREE
Ribbing £5
Trims: £19.45
Fabrics: £32
Total: £65.55
Pocketing £6
Denim Trouser
Costing:
Fabrication:
Main Quilt £28
SIGNED OFF:
Total: £33.25
Pocketing £4
Utility Roll Neck
LOOK THREE
Trims:
SIGNED OFF: Trims:
Riri Zip £3.50 /unit
x1
Buttons £0.20
x1
Garment Label £0.75
Costing:
Fabrication:
Fabric: £12
Denim £12
Total: £16.45
Fabrication: Trims: £4.45
Trims: £1.25
Costing:
Yarn £20
Fabrics: £27 Patches £7
Layered Smock
LOOK THREE
SIGNED OFF:
Logo Crew Neck
LOOK FOUR
Trims:
SIGNED OFF: Trims:
Buttons x 6 £1.80
Riri Zip £3.50 /unit
x2
Garment Label £0.75
Costing:
Fabrication:
Fabrics: £25
Main £12
Sleeve & Bag £9
Yarn £23
Total: £34.55
Pockets £4
Waxed Walking Trouser
LOOK FOUR
Costing:
Fabrication: Trims: £9.55
SIGNED OFF:
Rain Jacket
LOOK FOUR
SIGNED OFF: Trims:
Trims:
Metal Press Studs 15mm £0.40 Mixed Buttons x 6 £1.30 Riri Zip 40cm £3.50
Garment Label £0.75
Garment Label £0.75
Stitched Press Line Sample Main £15
Waxed £5
Fabrics: £20 Inset Waxed Ripstop Sample
Total: £21.30
Costing:
Fabrication:
Costing:
Fabrication:
Trims: £2.05
British Millerian Sahara - GN201 £50
Fabric: £50 Total: £54.65
Trims; £4.65
Mountain Smock
LOOK FIVE
Tweed Trouser
LOOK FIVE
SIGNED OFF:
SIGNED OFF: Trims:
Trims:
Herringbone Tape £0.50
Riri Zip £3.50
Garment Label £0.75
Garment Label £0.75
Riri Zip £3.50 /unit
Button £0.20
Metal Press Studs 15mm £3.60
Fabric: £49
Main £40
Trims: £8.35
Fabrics: £85
Fabric: £57.35
Sleeves £9
Utility Crew Neck
LOOK FIVE
Costing:
Fabrication:
Costing:
Fabrication:
Herringbone Tweed £50
SIGNED OFF:
Total: £89.45
Moss Tweed £35
Cold Weather Pant
LOOK SIX
Trims:
Trims: £4.45
SIGNED OFF: Trims:
Herringbone Tape £1
Riri Zip £3.50 /unit
Garment Label £0.75 Metal Press Studs 15mm £1.20
Fabrication:
Costing:
Yarn £20
Fabrics: £23 Patch £3
Total: £26.50
Costing:
Fabrication:
Fabrics: £45
Trims: £3.50
Main Quilt £30
Secondary Quilt £15
Totals: £47.95
Trims: £2.95
Striped Roll Neck
LOOK SIX
SIGNED OFF:
Twin Quilted Jacket
LOOK SIX
SIGNED OFF: Trims:
Trims:
Metal Press Studs 15mm £2.60
Riri Zip 40cm £3.50
Garment Label £0.75
Fabrication:
Yarns £24
Costing:
Costing:
Fabrication:
Fabrics: £75
Fabrics: £24
Diamond Quilt £36
Wave Quilt £21
Pocketing £9
Ribbing £9
Total: £81.85
Trims: £6.85
M A N U FA C T U R E D G A R M E N T S
THE EDIT
THE EDIT
THE EDIT
With each editorial, the images are used to produce a publication. This is produced soley by studioBALVICAR and runs along side magazine advertising. The publication tells a visual story of the insipration for each collection. For the debut collection ‘BORDERLANDS’ the publication, like the film, tells the story of two friends going on a weekend trip up to the Northumberland Coast. Mixed in with the documentry style photogrpahy is highly curated almost studio style photgraphy. This creates a modern feeling publication which tells not only the story of the collection, the brand but most importanly the customer. It’s main job is to sell the lifesyle of studioBALVICAR
P R O M O T I O N A L P U B L I C AT I O N
Scan here to watch
‘A Weekend Up At The Coast’
PROMOTIONAL FILM
E-COMMERCE
Physical retail expansion of studioBALVICAR will be minimal, there is no plan for studioBALVICAR to expand its number of stores, as the brand wishes for the store to be somewhere to come and visit rather than just a retail outlet. If, however the brand develops a strong consumer base in other countries and continents, then that would be sufficient reason for a new store. However physical expansion of the brand will display itself through the continuingly growing number of cabins and rental buildings the brand creates, through the ‘Wild Places Foundation’. These buildings are an expression of the brand and its values, allowing for a wider reach around the British Isles in a more lifestyle-based approach.
Example of European expansion.
Example of Wild Places Foundation expansion.
A - Flagship Store in Edinburgh, United Kingdom B - Central Europe Store in Bern, Switzerland C - Scandivan Store in Oslo, Norway
A - Northumberland AONB B - Eden Valley C - Argyllshire
F U T U R E E X PA N S I O N
D - Cairngorms E - Outer Hebridies F - Shetland Isles