Line Development Studio ‘20: VAST
Team Members: Sam Son, Ebonique Little, Luz Aguba, Piper Lynch, Isabella Niece
A semester-long intensive, simulated course to fully ideate, develop, and execute a men’s tech-wear label package, including a FW collection, tech pack, and marketing plan presented to a panel of judges including Greg Rosborough of Abasi Rosborough.
VAST is a modern, all-weather performance-wear brand based in San Francisco. Our mission is to create innovative, functional, and luxurious clothing that is sustainably/ethically manufactured in the United States for the everyday commuter
Inspiration
With the continuation of the COVID-19 pandemic and rise of environmental catastrophes, customers are seeking protective, multi-purpose, long-lasting clothing in this new era of eco-ethical consumption. VAST’s mission is to fill the need for tech-enabled, innovative pparel as the world has started to pick back up again even though COVID cases are rising and ecological disasters are rapidly increasing.
Our brand is inspired by urban architecture and its role in a fast-paced lifestyle in cities such as San Francisco. Straight, clean, angular lines (as seen in many of our reference photos) are reflected in our strong yet relaxed silhouettes and shapes. We also want to illustrate movement, forward thinking, and futurism, through our color story and textiles.
Brand Concept
VAST seeks to embody sustainability and innovation through our brand, and we developed our first collection to cater to the creative-minded, future-oriented man that juggles his high-stress work life with his day to day life.
Our first line utilizes a color palette with accents of neutral & earth tones that places a heavy emphasis on physical structure and aesthetic appeal associated with utilitarianism. Our brand is inspired by minimalist urban architecture, which is seen through understated yet thoughtful human-centered design details that promote functionality and performance for the “commuter”.
Logo & Brand
We named our brand VAST to reflect the unlimited opportunities that our customers will have with our brand and our products. Our brand story began in San Francisco, inspired by the innovative, technologically-forward industries and outdoor, commuter lifestyle.
Our minimalist logo features two arrow motifs, as we see ourselves as boundless, utilitarian, and refined, as well as to illustrate future-thinking and innovation throughout the entire supply chain and product development process. It reflects the clean, thoughtful structure in our silhouettes, and will be incorporated into our prints, trims, and across all channels and distribution.
The Consumer
A creative-minded man over the age of 30 who works in an analytical field of business, and is up to date in technology. He values authenticity and functionality, and seeks to reflect this in his professional life. He is future-oriented, and thus, incredibly receptive to new ideas.
While he enjoys the task of problem solving and research within his daily job functions, he has a creative outlet after work, such as music and the arts. Because he wants his clothing to stand the test of time, the quality of luxury apparel resonates with him - though he could do without the ornate detailing. With a high disposable income, he has a desire to stand out and elevate his wardrobe.
Color Story, Fabrics, & Prints
Our fabrics are weather resistant textiles to handle various climates and accommodate our customer’s commuter lifestyle.
Recycled Nylon: water-resistant woven ( cotchgard water shield finish) or GORE-Tex material, this giving a different fabrication to everyday silhouettes
Pyratex Core: organic cotton-blend with ROICA elastane (Japanese fiber developed by Asahi Kasei) , a 100% biodegradable replacement for traditional elastane. Breathable, warmth retention, and anti-irritation.
Wool: (Houndstooth) which will incorporate our logo design pattern for is natural hydrophobic and insulating properties
Japanese Raw-Denim: long-lasting wear for our customer’s daily life
Dyneema: up to 15x stronger than steel and 40% stronger than high-strength aramid fibers. Used for outerwear, is waterproof, and floats on water. Resistant to the long-term effects of moisture, UV light and chemicals.
Carbon Fiber - weave that can be incorporated into knit and woven garments with high durability, breathable, and high-wicking
Notions & Trims
Trims and details are crucial to make our brand come to life –– snaps, waterproof zippers, nylon pull tabs, matte buckles, velcro, elastic, and cordings. These VAST elements will be repeatedly used through the collection with the signature VΛ motifs for brand establshment and quality consistency for our consumers. See them below.
Hangtags & Labels
Our hangtags serve as a traditional garment hangtag but also as a keychain or luggage tag, since our customer is a commuter who’s attracted to functionality and versatility. Constructed from our fabric scraps, we’ve included a card slot on the reverse of the tag for smart transit cards or ID card. Our nylon labels reflect the minimal look of the brand, using an understated size for easy concealment in the event of garment modifications while commuting.
Illustrations
Line Development
In-Store Presentation
Our in-store presentation draws upon the success of the Apple retail store. Modern, minimalistic design paired with an open floor plan will encourage discovery. Technology will be implemented in our brick & mortar location to promote greater efficiency. Large electronic displays will be used to present lookbooks, which shoppers can scroll through for inspiration. This will enhance the visual appeal of our in-store experience. There will also be tablets so customers can scan items they are interested in and check the sizing, colorways and availability. This will allow us to have less inventory on the floor and continually update our stock. Once coronavirus cases see a downward trend, the additional floorspace will present an opportunity to host in-store events, such as tech seminars.
Marketing Strategy
As today’s consumer looks to personalize their own experience, having an omnichannel presence is critical. The VAST marketing plan will encompass social media tactics, email campaigns, and community events in San Francisco.
Email Campaign
As an introduction to the brand we crafted a welcome email to new subscribers including a hand-crafted commuter playlist from Spotify we intended to incorporate as an on-going feature.
Ecommerce Site
Customers can browse based on product category or climate needs. QR codes will be posted on bike racks and subway stations around the city to increase customer engagement on our website. To further differentiate our brand and cater to our tech-driven audience, we also plan to use virtual reality for outfit try-on. At the bottom of this webpage, there is an option for our consumers to subscribe to our newsletter.
As our ideal consumer is over the age of 30, it is important that we also utilize Facebook as a social media marketing tool. It is also important to note that Facebook offers a potential reach of 2.45 billion monthly active users. Facebook has an older audience and is a great platform for longer form posts. Here, we can see our Welcome post explaining our brand concept and emphasizing boundless opportunities. Through the relatively new Facebook Pay option, this presents another way in which our customers can shop our brand, adding to the level of convenience that is increasingly desired in this digital age. While the advertising growth rate on Facebook has declined, Vast will focus on cultivating a community of brand supporters through the use of Facebook Groups
Instagram is an attractive marketing tool, as 1 billion people use the platform every month, with 63% logging in at least once per day. The Vast Instagram account has an aesthetically pleasing feed, reflective of San Francisco architecture, commuter lifestyle, and important social causes. Frequent stories strengthen audience engagement and inspire our consumer. We will use cost-effective advertisements for Instagram feeds that can reach a wider audience.
Community Events
As a way of getting connected with VAST’s San Francisco community, I thought partnering with a local organization that correlates with our mission of providing commuter performance wear would help us do that. San Francisco Bike Coalition is a 45 year old organization that advocates for a more bikeable city and expansion of bike transportation accessibility for all. (Play Video) We plan to co-host an event with them at our brick-and-mortar location as a meeting place and resource center for their ‘Night and All-Weather Biking Class.’
Clo3D
Here we rendered a 3D visual of what our garments would look like in action using Clo-3D software. The pieces shown are the sonoma long sleeve and the lombard jeans. We seek to use this as a promotional piece on our social media as this shows our customer in his element of commuting.