LOSTAINIC.
THIS PROJECT BRINGS A NEW FASHION BRAND ‘LOSTAINIC’ TO LIFE — FROM CONCEPT TO SCREEN. ROOTED IN STRONG VISUAL IDENTITY AND STORYTELLING, IT EXPLORES THE FULL CREATIVE PROCESS BEHIND BRAND DEVELOPMENT AND FASHION FILM PRODUCTION.
ABOUT.
Lostainic creates timeless pieces that allow you to feel a million pound so you can dance and party without harming the planet now or in the future.
It is ‘LO’cal su’STAI’nable and orga’NIC’.
USP.
Classy party wear that doesn’t fit the norm of what sustainable clothing looks like.
Items will look expensive and will be to the highest quality.
Innovative techniques will be used to create the garments to ensure quality or design isn’t lost when creating them locally and organically.
LOSTAINIC.
LOSTAINIC.
CUSTOMER PROFILE.
VALUES.
Sustainability is at the heart of the brand
Creating garments locally to reduce transport emissions and help the local economy
Empower women to make sure they feel the best versions of themselves
Make it available to everyone, social status shouldn’t mean you can’t have nice things
MARKETING MATRIX.
PLACE.
Lostainic is based in the North-East of England supplying worldwide via an e-commerce website and app which can be reached through social media platforms. Although the brand is primarily based online it does hold pop up stores in different cities around the UK each month with the plan to extend this overseas. The long term goal for the brand is to have a small number of stores to make it accessible to all but this may start as small concessions within high-end department stores. The brand will produce garments and packaging as local to the North-East as possible as this benefits the sustainability of the company as well as making communication and decision making more efficient. 
PRODUCT.
The brand will provide women’s partywear that is described sophisticated, elegant and classy. Products will be known for silver sparkles and hardware with a minimalistic colour palette. To make these products stand out from competitors they will be local, sustainable and organic. The brand wants to prove you can still look after the planet and look good doing so. The products will be to the highest quality and be long lasting. This means you will be able to keep the timeless designs in your wardrobe year after year. There will also be options to exchange worn items for newer pieces at a discounted rate. The second-hand pieces will then be available to buy by others at a cheaper price extending the lifecycle again and making the garments more affordable for all. PEOPLE.
One of the brands core values is to empower women so this becomes part of all decision making within the company. The target audience is females 20-30 year old who like to have fun and party but care about the planet and the effects of global warming.Customer service will be a key priority and ensuring all stakeholder needs are being met as it is important to build the brand reputation, especially as a start-up. It is important to the brand that any suppliers that are being used are thoroughly vetted to ensure ethical working practices are in place and all workers are being payed real living wage. PROMOTION.
The brand will have a fashion film which will be advertised online, it will be on brand with photoshoots so once a consumer looks to the brand the message is consistent. The brand is very active on social media platforms, particularly Instagram and Tik-Tok. It posts several times a day and keeps up to date with trends to ensure they are relevant and being seen by as many customers as possible. The social media platforms will help build a connection to the customers as it will show you behind the scenes post and let customers in on some decision making so they feel heard and part of the brand. It also benefits the brand as it is a cheap and easy way to receive feedback to continuously improve. Sales and discounts will be limited so the brand feels more exclusive and high-end. PRICE.
The brand is a luxurious high-end brand which comes with a more expensive price label in comparison to other high street stores.Although the garments will have a high price point this will be reflected in the quality and construction of the products. Even with a high price point profit margins may not be as big as you would expect as the cost to produce the products in the most innovative and sustainable way will be more expensive. Plus the cost of luxurious packaging, reliable distribution and overheads.With competition for women’s fashion brands being so high it is important to not overprice at the beginning as the brand needs to establish a loyal customer base and build a strong reputation. overheads.
