Yeah, urban in reference to be Ohio, Brian, I just want a different way to say that. Okay, see, that’s all Yeah.
Um, is that an issue like more outward facing or like internally?
I mean, both because just in case anybody comes on, it’s just like a welcome to have a clear understanding of how to refer to myself. Yeah, speak of guidelines.
Yeah. Okay. No big deal. I gotta get back to it. I’ll talk to you later
so, you know, that is one of those areas where
vocabulary is kind of important. You know, when we talk to a customer, it’s it’s not going to be easy to to hit all those things. We may use a word that just take note of it, and make sure that that’s a very like important moment to like, Hey, we’re not going to associate Smith the second with the word urban. However, you know, my question to you is, can you give us a reason why that is like, what is about that word, that you don’t like?
I mean, for me, it’s just that people in my mind just to be blunt, like be blunt, because of the way people associate urban to just you know, black or you know, black fashion or street fashion it’s just like because it’s so much more than that, which is why I usually I just say, you know, it is like street chic. I’m not neglecting where I come from, you know, and everything like that is because I am a mix balance of both, but when you kind of just pay with that urban just because of the outward understanding of that the values of brand Yeah, it’s just like, it boxes it into this. This thing and even for me, it’s just another word to say negative to be honest with me too. And I don’t like that. Just when it comes to other people, and how their perception of like that word or triggers just all this other thought. And I don’t want that.
Well, yeah, so we can remove it. I don’t think our intention is No,
I know, that’s not your I mean,
there’s big corporations called Urban Outfitters. Yeah, I think I think the word itself I think streetstyle is I think more of like, what that that part of it is but it also talks about Bull Street. Where do you have a problem with street wear in there?
Our first three were overheard. Okay, if anything. By the way, a
big portion of what you designed is like street wear right?
Would you it’s the ecommerce side of it, for sure. I would say that. Absolutely. Because obviously people still associate Smith the second with the runaway stuff all the time, but obviously just because now I do want to increase the E commerce out of it and I’m ready to work on it. So you know for sure, but that’s okay. That’s why I just say history sheet because it is starting to concept details within
range. So we make a note of st sheet which is among the acceptable terms and vocabulary that also remember we had talked about keywords and give me this as why Yes. Give that to me. Because so I could come back through and I haven’t seen any of
this No, no, yeah, I kind of went over just to kind of like have notes already preparing for this meeting just in case like we hit that so like we I could just express that to everybody okay.
Objective, evaluating certain sections current back position, identifying opportunities, studying to advance target audience to prevents us motivations by pay this assistance with seconds macro strategies as to the messaging visual identity community and communication channels, identifying key competitors and analyzing their strengths and weaknesses. So the market size is estimated at the market size and Dallas is on 3.6 billion dos. Fashion Industry includes apparel, accessories, footwear, related products, delis host of various fashion related events, such as Dallas Fashion Week, Dallas Market Center, and Dallas apparel and accessories market has a diverse range of shopping options, luxury. Joy, do you want me to read all of that out?
Well, you know, it’s a question between what the purpose of this is right. are you presenting your work and talking about it? Are you going to read it? Because if I was presenting this and I think it’s a good opportunity for all of us to learn if I was presenting this, I would put the slide up and I would encapsulate I wouldn’t read it. I wouldn’t drone on and I certainly wouldn’t have a lack of enthusiasm. I would very much be projecting, you know, a very specific excitement around our findings. So like droning on and reading sentences can be a little bit like it makes everybody feel like you’re bored with what you’re talking to us about. So I would say encapsulate what your key points are, and say that and allow us to read it.
Basically, it outlines the Dallas’s what Dallas has to offer in terms of fashion. That is you know, venues and such. Next one Cough, cough trance found that a lot of a lot of the trends are below a section on trends. But encapsulating eco friendly practices is kind of popular right now. Obviously ecommerce is beginning to take a bigger impact in comparison to store France. Collaborations are huge. And this also includes into unique product creation but you can see in you know what supreme and other businesses are.
So I’m seeing a little bit of a theme here that I want to just kind of take a step back, we’re blown up do really presentation but I’m getting like what are the trends? You should be 1234 and that’s the only thing on this page is the trends. I don’t need to know about that. There’s growth trends, we all know that these growth trends, but what are they? What were the findings and what are you positioning, so that the second into what is the growth trend that we want to put the brand into? So I would say Let’s revise that slide to actually put the five top growth trends that we think we can execute on what they are so yeah, eco friendly. But be specific about like, what is the growth trend? You know, not just kind of generally talking around it, specifically point out these growth trends. We you know, we found that Smith a second can capitalize on this, this, this and this
Yeah. And then when he’s talking about sustainability and eco friendly practices, in regards to my brand. What were the thoughts around that? Because I mean, I know I’ve never advocated for that. Not against it personally, but I just kind of was wondering what your
thinking was. It’s just it’s just basically a market analysis and your brand. Now that’s not well, and I talk to Dasia about it has figured that it’s not really part of a of your brand.
So I You said something very interesting about that market analysis on that page. So as you’re in your opinion, market analysis, just telling everybody what the what the market is, yeah. Okay, I think that’s a little bit of a misstep. I think you need to have a market analysis against the brand that you’re positioning, meaning you pick where you see the links between the market and Smith the second Yeah, otherwise, you’re just you’re what who are you? What are what are we saying here? We’re just talking about general information. And that’s not helpful in pitching a client.
But they’re fast and arias is loving the the term of the Trade Forecaster and there’s even Italy like signs and companies who specifically do that for fashion brands, when it comes to just letting them know literally, where the obviously like where the trends are going or what the actual trends are, especially just from different so
trend forecasting is something you’d have written down. We might change that from market analysis to like, we might say market analysis trend forecasting, right, and then talk about the trends like you know, specifically they relate to Smith,
because even a defendant designer, you know, it’s my job to understand the trends but also then know how to in a way it’s like understand the rules about how to break you know from BSM standard trends, to know how to like, push it forward, you know, where do we go next? Or what is that or what is the thing we’re like, Okay, this is interesting. And then I kind of had my split the second spin. Oh, yeah, you know, so I would say we could just do the abbreviation there, but yeah, because that is still beneficial to me because even when I would say like the fashion were international, and they have these trade forecasting, events, basically where they literally it’s like CFDA puts together this whole thing, you know, for us to actually it’s like a it’s like whole visual presentation, basically explaining all the trends from the current collections that either just shown or even kind of some of them where they might actually talk to the designers or the brands where they understand what they’re thinking or where they feel like the color scheme is going on with the color of the season or you know, the fabric of the seat know the table though. So all those like
can you put together like fuzzy sources to send to the team on that? Yeah. Like five pick five resources of what everything you just talked about, and email us Where are you finding those resources at?
Yeah. These challenges is again, more seen as global, all around the fashion industry, obviously you know, we’re basically basically finished COVID this year. There’s competition to establish and merchant art designers. And, you know, the challenge is to sell to different other brands to grant this myth the second brand and maintaining a unique selling proposition and so on. Oh, yeah, supply chain disruptions. That’s also a thing do do to to COVID. And this emerging opportunities, such as strategic partner collaboration was, you know, influences of pop up jobs, things that you already doing, but it’s always good to mention that
brand awareness and,
you know, again, sustainable fashion that’s more of a global global fashion industry thing. Technology Integration. We
talked a little bit about that specifically what you meant about that. Technology Integration sounds interesting what technology integration in general are we talking about? Is that happening later in the presentation? Yeah, yeah. Okay. Well, just tell me that and then Gotcha. I’ll just let you move on. I don’t I’m seeing this for the first time so I don’t
like all the information is the one so it’s like, we can just jump to because all the research is embedded in the presentation. But if that’s like a key thing to talk about, we can we can jump to that. Yeah, I
think I think you know, like, that’s an interesting piece. I think that’s one of the biggest pieces that should be highlighted. Obviously diversity inclusivity is always something to highlight. I would say strategic partnership. I’m guessing emerging opportunity. You had said partnership. I think there is always a partnership opportunity with diversity inclusivity specifically with fashion. There are a lot of groups out there right now. I always mentioned this one particular one because I buy their stuff specifically. For what they’re doing. But they’re outdoor afro, it’s a company. They do a lot of different collaborations for big box stores. And actually, I can tell you right now, if we had a presentation, there are several store managers that I spoke to about our project with Smith the second and they actually are interested in featuring Smith a second as a local artist, as a local designer in their stores, one of them being Rei. I didn’t want to bring that up because we’re not ready for that yet. But this is exactly when you talk about emerging opportunities exactly that there’s a lot of store at the local level store managers that want to bring in a local designer, specifically for inclusivity. Specifically, in the space of right now. Certain types of athleisure outdoor being one of the biggest ones because black people are not represented with outdoor outdoor activities but yet they’re they’re all there. And so you look at the ads and stuff, and they’re not represented anywhere. I can tell you personally, I go hiking and go skiing and go snowboarding and there’s a lot of different races out there. But none of them are represented. It’s only white people really dominantly be representative and that’s what they’re trying to change right now. And I think like right now is the time to try to really capitalize on that. Because it could be a quick, a really quick way to be in with a store unlimited collection. So I would say outdoor afro, maybe make a note of that is a very good example of an emerging opportunity to collaborate with existing big box stores. Yeah.
No Sure. Because that’s definitely something like because we kind of talked about, so you need to design for that space specifically because it’s something I’ve always wanted to do but it’s just because that type of apparel is so I would that’s why I’m glad now I kind of have a manufacturer I can work with to design those type of designs or pants off with it. You don’t want that way. You know, so I definitely, definitely like it’s super beneficial for sure.
Yeah, I think you could do like I think you could do like a certain type of T shirt caught pant short, women and men’s it wouldn’t take you more than probably like a week to sketch out what you think is unique about it. And then probably another like 30 days of r&d samples. So I would say at 90 days we could actually have samples, concept representation and 10 targets to go call on Yeah. Absolutely. And I personally would love to push you into the outdoor space because I know that that is the largest growth sector right now. Because what did people do when COVID happened? They went outdoors and a lot of people who went outdoors during COVID are now still keeping up with that trend because they’ve realized the value of that kind of lifestyle in Austin is just literally down the road and that’s the entire lifestyle in Austin. So working with you know, and I actually have a relationship with flagship Rei in Washington. DC. So all we would have to do is fly there and pitch them to that to that manager, that manager of the store. And that’s their flagship. So I think that would be definitely a target to really hone in on when we’re talking about emerging opportunities.
Well, then that kind of brings back the idea of like, I know sustainability wasn’t like a key for Smith the second but if we are moving into that space, that becomes a big factor. Because now like in if we’re talking about outdoors, like that culture, these are very like equal conscious people. So like
yes, you’re right. You’re not wrong. Yeah, but I am still infected with you still not just designers designing specifically for outdoor space. I think that’s something for sure in the future. I could possibly well but again, I’d like to do that. It
doesn’t have to be across the bread. It could just be for this particular capsule. Like he was outdoor where a
lot of it goes to designing in an eco friendly manner.
either for one I had a friend and both of us live and they function like that but that’s just not where I’m at. Right? Because it’s just it’s really hard for the citizen well
let’s let’s look at it. I don’t want a lot of energy spent on it because I don’t think like I agree with Charles on that I don’t think eco friendly or even if you want to have something sustainable, like do something with package product packaging, like how it shows up in the mail. Maybe that’s an easy win but in terms of the actual clothing, that’s the whole process or if we want we can also do a sustainability approach by we say for every, every dollar every sock we sell, we donate, you know $1 into Texas, to the parks or something
who actually is doing it.
Yeah, that would be one way to slip that in, but I don’t think we can actually make our items.
I love it. So the web talking about the trends. Should we do it in such a way where we did and then we can go on and then we have a discussion on each slide. I mean, let’s be more productive than me just droning on about it.
Yeah, examples of like what we highlighted above so obviously like collaborations with influencers and like more celebrity like social lights, as opposed to like doing just regular people like making sure that whoever we partner with is someone that has like, actual influence to keep the, like the credibility of the brand and like Hi.
I would say I want to just pause for a second to answer your question. Yeah, I’ll try to be more clarified on that. I kind of answered it earlier. But what I would do is I would just encapsulate Yeah, announce it. And move on to the next slide. But right. That what I’m doing is two things. You’re showing me a presentation, you’re asking for my feedback and then you can actually talk also about what the work so we have to compartmentalize. So this the first part of this meeting needs to be me giving my feedback because I’ve never seen this before. Then we need to actually have feedback about what you’re talking about. So right now my feedback is about images, words, layout, how it’s being presented. Right and capsulation right, specifically. So I understand trends everywhere understand trends, have we been, okay, this IKEA image. I want that taken out immediately. Because it’s not applicable here. What’s actually applicable here is the collaboration with the brands that we actually want to talk to cross promotion via brand collaborations is the title. But let’s put brands in there where we actually see a potential collaboration.
When it comes to social media influencers, ambassadors, do you all understand how that works? I’m asking just that way, because if you don’t I can tell you just so we understand what happens
no I would love to a lot of you. A lot of this presentation is actually for us to gain the information as well. Okay.
Yes, that’s exactly why I like to do it because in a way that will resolve because especially when it comes to social media forces like masters and things like that, because I know usually when I’ve ran a we’ll have an ambassador program which develops over time once you kind of have for what like you know, inventory around rotating and everything where we can actually participate in that space because again, that’s still a cost even though it’s all the stuff because even in that way sometime the majority of time like the brands that I know that even have it or master program it that way when life doesn’t actually influence their lives. So that celebrity that comes in basket for the brand that is they are kind of getting paid for that. But then it’s like when it comes to the influencer part to get even celebrities and influencers at the same time. That’s when it gets offensive like the public relations side. So usually that’s where a public PR person who would be like a brand representation for me, they might represent me as a brand. But then like I would have to reach out to like their PR and don’t get me wrong. Sometimes I can look up and have a direct relationship with the celebrity or with the person or with their stylists. Because that’s another way is also through stylists and things like that if we’re not doing it through official channels. You know what if it is official channels, the guaranteed way in the way is to reach out to their public relations person or PR, you know, that way they can because then they can get it directly to them because that’s a PR guy and so yeah, they’re at that point obligated to just to you know, do it this way. So if we could give them the instructions on like, you know, obviously this is the style sheet, you know, for how its award for the style is to make sure that they all at the client the proper way, and then you know, they actually set up because even some of these paparazzi shots are very strategic. You know, even like, they call on people to actually take their picture so they can actually have that for the brands to then be able to repost because it’s all kind of like interconnected.
I mean, it’s really good stuff. I just
do it. So you partner with stylists,
you’re talking you’re still talking about the social media stuff. And so,
so real quick question about so it’s basically a symmetric control. So PR you have maximum control as a brand. But as you go fan out, you lose a lot of the control that you would normally have, meaning people must present your brand that’s Cina
Yeah, well, I mean a big part of it is very sad like like you said very controlled situation because I’m talking directly to that person and then they get into the celebrity other stylists and then they actually exit at this moment, right.
A new concept, but like I said, we already do this anyway like my working with specific stylists. So make sure it’s on a specific person. It’s really just about like honing in on like, okay, like, I’m already doing this, let’s actually create, like now, a package where it’s like, hey, photograph this way and respect so it’s not like something that’s gonna like be crazy to implement but just a
PR PR package. That is how it works. Put it out there media, it’s called Media package. So and you have your brand rules, you have all the guidelines on how it needs to be shot, a lot, all that stuff. So trends, brand collaborations. I kind of jumped ahead because I’m you know, one of the things along but cross promotion via brand collaborations specifically, we’re talking about offline collaboration with a kid to create furniture. So furniture in general, is a whole like it is not even going to be possible to associate Smith a second with furniture. It’s not even a focus, I would say. Yeah, I would say the segue. If you’re going to do a brand collaboration, the segue would be specifically to partner with a big box store who’s looking for inclusivity that ticks the box on all that stuff. Or someone who’s doing like luggage or like luggage or it
was a way to like expand the brand into multiple markets where he doesn’t have to be the ones that create a product. It’s more like he acts as the creative director. Similar to how Virgil do with IKEA like it’s just made the furniture original didn’t have to like start a whole like off white furniture line. But he just came into the into the collaboration and like creative director. So I think it’s just like it doesn’t have to be furniture. This was just like an example of collaboration. Yeah, like he can. I don’t know. It could be like skateboards. So what I’m
saying is let’s tighten it up to what we really are trying to say we want to do, as opposed to being like yeah, the idea is collaboration that’s actually put on the presentation. What we like closer, like tightened up to the exact thing you’re saying Smith the second shouldn’t do. And that’s all I’m trying to say. Because the idea is great
noticing like a trend or like the thing that keeps when wherever we’re talking about the brand for like this is something I even had to talk to Chris specifically like I’m like, are we focusing on the ready to wear stuff, not the couture line, the ready to wear, but then like so there’s like a lot of different terms that get used in place of that. So it’s like it’s the ready to wear line. But then we’ve Smith the second which to me is the couture stuff, but then there’s a do not touch so like just so that we’re all clear. The rate of wear line is separate from Smith a second couture, and do not touch so there’s like three categories now.
So you have the overall brand. Yeah, that’s Smith a second. Yeah. Smith the second has a particular project, which is his runway and all that. He’s got the ready to wear. Yeah. He said I’m saying like it’s all understood the second umbrella. So this meeting is about what Hoover agency thinks we can do for everything. That’s meant the second does so you’d have to compartmentalize that and say well to all these things apply to all of what he does or you Corning and and saying this applies to the ready to wear this applies to that. So the presentation would need to speak to that. Yeah, so if you want to, but I really don’t think I’m confused on that. I think like when we talk about Smith the second we can talk about couture ready to wear whatever. The question is, what what we work on first, second, third or fourth, or how an inner laces do they happen at the same time? Why are we doing all of this globally because it’s a multi faceted project with a lot of different things that intersect on a graph chart so to speak. And so they’re all kind of working together to help lift the brand.
Yeah, everything is always in motion, all at the same time.
Do not touch
the one such as a concept line for sure that that will be the most separation from some of the second even though some of the cycles the umbrella Yeah, okay, so but obviously the runway and the tour the runway, I put to worry and then I’m ready to wear and then do not such as
I see that’s problematic because the constant one
Yeah, that sounds like because i i bunched up the ready to wear with the Do not touch them.
That’s exactly how you should do it. All Be aware of Do not touch might get built out a little differently on the website, because it’s a concept and it might have a different header and a little bit like for example, on the Sophie Sophie Tucker bags, they have it in their list everywhere on the bags, but when you got the email for the marketing, it took you to a specific page only for that that line but it’s representative in the entire catalog. So you would have it’s part of ready to wear but it is a concept within ready to wear. And you would have a special page built out with a header and all of that and then but it would also be represented if you were to do the search, you would just see all of the FITS and
then thinking about like just a regular average consumer like where they can like understand like the way that the company is broken down you know, it’s ready to
wear. Alright couture, there’s really two delineations actually three designer, his couture line ready to wear Yeah, that’s the DIS three tears to his business. That’s
that’s hard. To say it’s a cause of mine because the line is just it’s still a lie. It’s not a complete brand. It’s just a lie, but it’s just a one and never finish. Like it’s you might
have 10 concept lines. Where That’s right.
That just happens to be the one that’s that lives forever.
Is it fair to say that’s a collection within a better word? Yeah, because
it was a collection. That’s how it started. It started as a collection and then because again, sometimes as a creative and we’ll stop is what I initially think it’s supposed to be or the standard of it. Yeah, but then that just happened to be that one idea that just it redefines itself over and over again or it had it added just things get added to it but it’s still the concept of it is still relevant across arrow of time that you know, so from a
business discussion. So when you’re talking with so we’re having two different confusion points to I’m noticing from a business perspective is ready to wear. Yeah. Because that is marketing stuff, but it’s ready to wear. Yes. It’s our scalable platform. Yeah, it’s you know, couture has to be handled completely different. That has to be handled with the designer side of the business the high end side of the business. But But concept line if it’s manufactured like it manufacturing dictates whether it’s ready to wear couture. Yeah, totally
different sizes, and I don’t physically touch it. Right. Yeah. Okay,
Neck, adjacent lifestyle streetwear adjacent.
So basically it means you take and do you take a lifestyle they take something like that’s outside the fashion like, in this case they take skate skateboarding, and you associate your brand with that hobby or that activity. It also something that really strengthen what you are about to build.
So I really love this slide because it is basically the hallmark of our whole agency. Yeah, people drive the results. So take them on a journey. Yeah. Right. Connecting their life with our product. That’s always what we’re trying to do. Right. So this is a great slide.
Yeah. And I think it’s also very effective. It’s also it’s so easily communicable. You know, what is? If you like x you like Smith a second, you know,
Could you could you come up with like five, lifestyle content specifically you have handpicked after seeing the slide that you look at and say, I think this is these are the these are the lifestyle content. This is what I want my stuff portrayed as if you could supply that to us that would eliminate you from having to come up like that would be helpful. Yeah. Because then we could just hone in on that and examine that and say, how do we accomplish that?
I think some of the great things I’ve seen from your parent is the skateboard decks. Awesome. But also then basketball. Yeah, my father was was brilliant. Yeah. Just what I love, yeah.
Sci Fi when he definitely
couldn’t even Adam right and so the comments on this slide. Oh, yeah, no, I’m
just taking those. So I do do that that way. I don’t forget. How do
you do that? How do you think you have to get out of consultation? So I’m in a presentation, that’s why I do it. That’s fine. Are you if you’re doing it, that’s great. Yeah.
I’m also recording the conversation so Oh, fantastic. And I’ll provide a script. Not even as bullet points. Yeah, great.
user generated content is not necessarily like, oh, we need to use this because again, like we want to keep like the integrity of like, the look of the brand, but it’s just free marketing. So why not always like encourage whether it’s like if someone receives a package and like making sure that they get a postcard that says like, hey, share, like, here, or if you do a pop up, like have installation that like, like kinda like, make the customer want to take a photo like yeah, like little installation. Well, that’s always
been like so we like that’s always been something that’s like people
just understand that Lululemon specifically who they’re mostly featuring or their employees, although it looks like users, it’s people who weren’t there. And it’s like they have this whole like tiered system to like encourage you to look at I was featured like they build a whole culture at their company around this. They also have, they also have ambassadors like you become an ambassador, so you can be an employee and an ambassador or just an ambassador. So having an ambassador program is specifically related to this because basically what it is, is you’re telling you select, let’s say, 10 users, and you say, Hey, we’ve reached out to you because, you know, we like you know, what you’ve posted, but we would like to also give you some guidelines and say would you like to be would you like to be an ambassador and for that, we’re going to give you some some stuff to wear and, you know, please post. That’s another way to think about that. So, I think first Smith the second it’s going to be kind of critical to have and critical to have some. You produce a PDF that gives them ideas, that telling them what to do, but giving them some ideas to think from their user generated content and be like, Hey, we kind of like this stuff. Can you make that for us? Like you don’t, I mean, you need to have some controls on there. Otherwise, you’re gonna get filled with like, stuff that so how I think that’s actually really happening. In the market has to do with some involvement from the brand.
Yeah, no, definitely. Like you get a whole spreadsheet of like, this is how the content should look like,
like secret shopper as well.
I’ve even gone in like, like when I receive a package, even like, suggestions as to what my caption should say and what they should include and hashtags and things like that. And who do I tie?
So I’m a secret shopper. I don’t know if you know that where I go into stores and I shop based on the parameters of what they want, and the brands pay me to do that. For example, Doc Martin is one of those stores that I did recently and they paid me
$5 So that’s the reason why you want to talk math all the
time. Yeah. I’m in secret shopping for Lululemon as well. That’s why I wear a lot of the lemon. I can show you where you can sign up for that. But you know, it helps when you’re like, you know, wearing certain clothes and stuff and you have some brand affiliation and you let them know that and they will assign certain things to you, but I’ll show you how to do that. They pay you make money doing that. You should definitely be doing that. Because you can that’s easy for you. You’re gonna go there anyways to check stuff out. Why not get paid to do it. They pay like 125 bucks. But you there’s things you have to do. Like you have to ask certain questions. Record the responses. You know, see time yourself when you’re in there. Like there’s a whole thing they give you like directed. Yes. So secret shopper could be a way to when we get secondhand stores. That’s one of the ways that we can kind of because you pay sick as a brand new pay secret shopper to send shoppers in to make sure your brand is being represented correctly. Okay, cool. Oh, really? Oh, by the way, I think that would be an amazing idea to do that for liquor. No one’s doing it for liquor. Really. That’s why I started doing it for fashion because I want to take the idea and the concept and apply it to the liquor industry.
Alright, so we’d be paying the people to see your trade a
platform. Yeah, like secret shopper. The brands would give us money to go into the stores and ask questions about specific brands and see if the staff of the store is knowledgeable or not.
And it’s fantastic because you can also check up on your inventory and make sure that you have your scent point of purchase. installations are properly
you need to build infrastructure around that as a marketing company that that could be like we talked about technology here at this agency. That’s one way they can build a secret shopper platform. We have us at the table plus other users doing it. Your time talking brands pay a lot to do for that. A lot of dough.
We get the information as well. Which gives us a bit of
to develop or just like a program.
A program. I think it would be beneficial if you had an iPhone app or an Android app to give some controls input for the secret shopper to put right into the app. And then that comes back to us instantly and we all the metrics get tracked and we can go secret shopper one went and do these two total lines. They got paid X amount of dollars and then we can go to the brand and say hey, we used $450 for these secret shoppers and here’s the analytics. They’re paying for analytics is what they’re paying for.
So next slide is pop up shops we already doing that. I think we all felt we’re all familiar with the concept. Hype culture, you know supreme. See, that sort of thing.
I think the idea behind this or what I know the idea behind this is to generate quote like candy. I love brands that do that like supreme. The fact that people will line up for three blocks to get a stapler or a brick that says supreme.
So should we be designing? This is a little bit off the presentation but should we be going Zero Dark 30 on Smith The Second bow clock’s ticking down when you visit so the second right now let’s it that’d be kind of thing, Alex on. That would be my
And just like something’s happening, and people are like, like, and we do a Google and then we do a Google ad spend of $500 and we promote that website. Right now to drive traffic. Come up with that. It’s something we can do right now this month. And then that way we can start getting that pop up going. And then we do like sign up. We basically drive traffic to sign up for an announcement. And then once we have that announcement, we do the tease. We say this is where it’s at this is where it’s going to be at. And you know, I know your idea for Sneaker Politics is more of a private event but maybe not a private event. No, maybe we just we should be blown it up right now that we could probably execute for both of you did yeah. So I think we can probably could probably do something like next week right away on that concept. We
created an entire month rollout for that project. It’s ready to go we just have to start Yeah,
well I’m I need to see it too. Because I may tear some things up on it and say now move this around do that but I like this a lot. This sparks a lot of ideas in my head to say we should probably like literally blank slate Smith a second.com right now. Put a thing on there with the social media links to follow and put up teaser on there.
You are getting active customers. That’s the one thing
like there’s been three inquiries in the last 60 days. So I
saw I thought I saw three days ago. Somebody purchasing something,
but I get a notification every time so did someone purchase something or one item?
Yeah, was too.
Yeah, well, that’s kind of problematic then if we can’t
do you can still do that in a different way. Same concept. You do not block off the shop. You basically but you do put banners up. Okay. That’s something that Nike start doing. Customization goes on the personalization, you know, embracing the unique, unique being that is you
how would we accomplish that with the ready to wear
again, what’s the process as a designer, I wouldn’t do personalise names and all that type of stuff that
so the big idea behind this generator from what we were talking about the subscription, like having people, people that want to subscribe to be like VIPs of the brand. So they’re paying a monkey like let’s say it can be like three $5 maybe more, I don’t know.
And then they get something in the mail once a month.
And then they can pay like they can you do a release and they can buy it you can buy it you could give it for free whatever, but like it’ll have their name or something more special words like you get this exclusive content because you
purchased I liked the idea. I want to greenlight that a little further but you need to do research on what the threshold is for people to pay monthly. I think anything over anything over 15 bucks a month. starts to become like a question mark. You could put together a program for Smith a second, specifically, but it’s 15 bucks a month and you get some stickers you get something cool like some stuff that we make as like you get you get something in the mail. It’s like here’s your stuff. Here’s an it’s like a box with some stuff in it that’s already made. And it gives you these other benefits like you get 10% off. Long as your memberships active on all ready to wear items, you get exclusive access to the shows, perhaps discounted tickets has to be something like that. Yeah,
it’s like almost being our own like PR K kind of thing.
And then you could do a subscription with stripe or whatever and then but just so you know like that’s a whole infrastructure deal that you need. And then if someone’s payment doesn’t go and
yeah, I would not go as far as like name by customer but you can really nail that down in terms of personalization per event and such how to do it easily. I would say stitching on hashtags for instance, little knickknacks. Quick little things you can add onto the ready to wear to make it a different chain of opportunity. In a while in a local culture. We number by lot, meaning they get the producers they get a bottle they say they write with a pen there’s a slot five and they put it on the bottle. Same idea in terms of the ready to wear and you can do it in very limited quantities. There’s a series one there’s only one to 25 series to one to 25 sub level changes on the Hantec and this creates exclusivity within even though you have may have a large inventory of 100 you know large inventory of products. You can either sub divide that inventory and create an artificial exclusivity by its ever so slightly customizing each set.
Yeah, I mean it definitely does have to be either very strategic or a quick application. Yes. Yeah, just for how I personalized stuff. What’s a quick application just for my however the application can be good. That’s why I say either has to be strategic. So if I’m doing some design, it’s very hard to last typically for subscription based situation, that’s a project in itself. So if I were to 25 whatever, you know, especially if it’s a Garmin or some sort, usually those applications that have to be something for sure. It’s like more mass produced like you know, or like after we get done at, you know, expert in something where they like, but again, it’s just like each one has a name like again, that’s where it gets difficult. Oh no,
don’t don’t forget the
name thing. Yeah, font like that’s not what about a ham tag in the back of their current head tag right now? What about a head tag added in there that we designed this really high quality? Yeah, it has something very specific to the pop up event. Yeah, a numbered series and we have 25 of them and they’re all in series. Could you do 25 of them with a special extra tag? Could we add that tag to our existing inventory or is that too complicated? And add something to it that we are from what we already purchased this,
like 44 There was like examples of like hematite placement that I think is really cool to incorporate, like the QR code aspect. Oh yeah, that’s great. And then like, it’s like, it’ll give you like, like a special something like, whether it’s like early bird tickets to an event or exclusive content or you know, like something like special? Yeah. Or even even if it’s just like information like hey, like you click on it, and it’s like, Hey, you receive this hoodie. There’s only 25 in the entire world and like just a little like background information, but just something that is like oh shit like yeah, I got something that’s only for a certain amount
I don’t know why. Okay, try now.
One Sample so these are like, Okay.
I don’t know why just, oh, maybe you have to press edit. He doesn’t have it. I don’t know. What happens if you press that? Oh, yeah. Okay, now you can access it. Now. You can actually make
this is new. This wasn’t happening. When I said edit earlier. I did it when you got up
on the crossword,
it’s, like the QR code idea. I laughed a lot because you can specify specify on the on a website. Let’s say more information about the line collection. You can literally have a tag that links to the collection
update and design right yeah, for our future stuff.
And is it so back to my question, is it possible to do something a design attribute and put it on like 10 of the hoodies and pants to sell as sets and actually sell them for more for the pop up? Would we want to do that? For example, the first there’s 25 of these full pieces, and the numbers are correlating together. And let’s say for example, we would put something placed here or here or whatever. I don’t know what the design with me but let’s say it’s something that you would be acceptable to you. Yeah. Is that just out of the question
or is possible I was trying to see if it authentically make sense with this, or is that something that’s a future idea for something to be more intentional with? But I don’t want it to be an afterthought. That’s always my thing. I don’t like things were afterthought sometime.
Yeah. I mean, I think what you’re trying to do is I don’t I don’t see this as an afterthought at all. I think that like when you buy let’s say for example, when Bronco came out with their new car, they did a series one in everybody who got the first 100 cars that particular car has a Bronco but it’s like an accident, but it no it’s not even that like you had to buy the car in advance sign up on a thing to be able to even get selected to buy the first 100 vehicles. So in some of these more, and bled over does that too, with their new defender? And in that Shelby Shelby does that in in the glove box. It has a plaque. Yeah. And it has like something in there saying this is series one. Vehicle number 122. Yeah, and it’s worth a lot more money because of that. Yeah, I think you see that also in clothing as well. I have seen it in clothing represented that way. Where you’re buying let’s say, you know, there’s 25 of these pieces and everything after that is not the same as the first 25 This this what you’re selling right now, however many you bought, bought, or the first order, right? Yeah. So I’m wondering if there is inherent value for people to be the first
Yeah. It also doesn’t have to be tax can also be heat pressed vellum of vinyl. That if it’s easier to do it that way. It just the idea is just to any
idea how that’s applied. For sure. I’m just I’m trying to think about the person’s like, reason for why they want to do that. That’s the part I need to it has to connect for me
exclusivity just said that I
mean, that’s cool and all but it’s like, watch like, you know, I need to have that thing that makes it undeniable for them to get a fight to be like this. I have like because they only feel like that about my public channel. But it’s like if I were to that approach, I want to make sure that because if I’m dealing with say like robot or what do we already have, you know, obviously there’s so many of them already, you know, so of course in that thing, it’s just like, because what’s your say? I feel like it’s like you say like the everything like the first two had like the first 25 to have is that what you’re saying?
Like the first 25 that you buy that specifically associated with the pop up event, you can only get these at the pop up event. For example, when I go to Coachella, yeah, they’re going to be selling hoodies there that you can only get at that festival they’re selling online, something else looks almost the same. But it’s not the same. Same thing with Rufus to sold that hoodie. that I had, you could only did it at the gorge that day. They don’t sell it anywhere else on their website. There was only something I got there at that event. So I’m thinking since we’re doing this pop up, maybe that’s an opportunity to say this is only going to be available at the pop.
What did you say we do have a watch for the website beforehand for them to be available on the well
we had we had said that but even we put something else out there
that was my reason for wanting to do the pop up and then the launching after that. So then they’re available after that so that way you only thinking but there’s
no there’s nothing about the pop up that is unique if like for example, other than me going there to beat you. I have no reason you go to the pop up. Box and buy. But if I know it’s going to be on your website, definitely Why don’t just order it and stay home. Why do I need to go to the pop up? So if you want to drive traffic to your partnership, you got to find a reason to drive traffic so it’s only available at the pop up.
That’s what I was saying at the beginning of it. So I was like I want to do the pop up first because that’s what that does.
Well you can pre sell the inventory on the website to collect it the pop.
Yeah. And I know we’ve talked about that for sure. Yeah.
So you can put controls on it.
A sure like that there will be people at the pop up, because I’m
concerned that people won’t be there because they definitely will be there for sure. So that will
save you money because like okay, we’ll go just to like have something to do but it’s like this is a way to like you
know, Dallas. People will
like when I have iPhones people actually come because I put it in a way where like they actually come to actually buy stuff in person. Especially because I don’t do them all the time either. Yeah, so it’s like the one time where I’m actually out in front we were like you can in the clothes are there and you can take them away today. Because I feel like because it’s like the second the luxury side. It’s always have this seat of somewhat inaccessibility. It’s like when I do have something that allows people to actually finally get something that they can have and take with them. So
I think we’re talking about the same Yeah, and I believe we’re just trying to find out but is there an opportunity to do something with the inventory we have right now. That is in line with your understanding they create creates to create something very, very special about the pop up and proper sure
what you’re saying. I think he’s just like understanding the best way to do that. Yeah, he’s just like, I just I want to understand that.
I think we can take your time to do that. Yeah, and then
but I agree and I definitely agree with that because
yeah, it’s it’s everyone’s like let’s work towards it like that kind of I mean, because
that also it can go into like the rollout of this whole thing. Yeah. Of the relaunch of it. Like everything. If you’re getting like you said the hype culture part of this presentation. It builds into that,
who wrote slide 16
I think what I mapped on this
it’s either from that street check that must be from the PDF that
is on this slide. We’re using correct terminology and other slides we weren’t so I’m just trying to figure out from a team perspective, if someone wrote this and someone wrote that and it’s called Eva, we should just have one person writing copy as opposed to two different people because then you get a
kind of like when Charles gave us his like, duck,
okay. That’s why it’s the right terminology. Yeah,
there you go. I think we can kind of you know, this is a lot of just like Charles’s own just become a brand from his perspective. Nice picture. imagery. So Britain, this is like, where are we on 90
It’s just like, more collection. Of like with a brand new site right now.
So quick question like, do we want to be a exclusive online brand? Because there are companies out there that are exclusively online? Did have like this whole where I used one of them. I can’t remember the name of it but like you go through a process on the website, you tell them what your style attributes are like what you what you like, right? And then they’re like a personal stylist is going to select your stuff and send it out to you every single month. If you take that concept and twist it a little bit. That’s how you get your membership to work. Where and that’s where you get Charles involved where you say, hey, for $299 per month or three you can have packages, starting from 150 203 all the way up to 1500. a month, right? Well, that’s what I was looking at it this other company. I’d actually use the service for four months and I actually really enjoyed it because all this stuff was showing up already selected based on my measurements and all of that.
Like I literally had that in my business plan and I like
I think it needs to take meshing all of that. The membership, all of that and the customizability putting all that in that one idea. Because I feel like if we’re exclusively an online business model, that’s how you do it. Yeah, I don’t think there’s anything
we can do like in person events or
no means that we do in person events to drive within a local market, but that fits more into what he wants to do with city by city. So like you have a launch party in New York or LA, LA Europe, wherever and then people sign up and now you’re getting what’s called reoccurring revenue, meaning you have let’s say, ready to wear one quarter piece, depending on the level you’re at. Maybe you get one Couture piece with that package twice a year, and then you get different ready to wear but you
I mean, I’ve already
Yeah, so like you can functionally put that together. The problem is scaling that out is going to be problematic.
Like that. Like that we’re ready to wear stuff automatic because that stuff comes in different sizes. I don’t have to like focus on people sizing and all that because consumers so to you for you like the ready to wear stuff that’s
well even like in the ready to wear stuff. I actually had to upload my measurements they actually wanted me to upload well. Yeah,
you still get them because it’s still beneficial to have but
yeah, it’s like what the run sizes should be for your
brand in general and I was dealing with an actual person like they emailed me and said oh so your this is your overview the setback like a PDF based on my selections obviously the server does that. I am your personal stylist follow the law and this is what I’ve selected you for you this month. You want to make any changes you can please go into your content make the changes we build that kind of infrastructure. That is huge. Like we could make a lot of money doing that. That’s a scalable thing. Yeah, like, but then you need to have like a basket of designs that go deep and wide. And that eventually we’re going to have to scale out really quickly on warehouse and all that but if you got all the reoccurring let’s say you bring 50 people at 400 hours a month. There’s the money to do all that. You know, something to really strongly think about because it drives a marketing agenda towards one thing or the other. From a business perspective,
the brand that you’re talking about is it their own stuff or do they have
all different companies they select from a big pool of different stuff?
So that’s like my only like, kind of like issue is that like, Would someone pay for a lot of them specifically for one brand?
I think so. Yeah. Okay, yeah, if there’s enough designs within that, like if you think about his vision on ready to wear, I think that being extremely prolific. And now that you have the scalability with the stuff coming from China, I don’t know you’d obviously have some time to work on that and build that up. Right, which would be but what I’m trying to point out with making this interaction is that that is a pairing marketing with a business. Yeah, right. And that negates all this other stuff we’re talking about, because nothing else matters. Yeah, that’s the focus. Right? And so you’re the whole entire business model is lockstep with that marketing. Approach. You from what I’m seeing right now is like, a lot of different marketing agendas, which don’t ever really lead to one focus from a business perspective. And that’s kind of somewhat problematic, because you can have marketing dollars that just go into a hole and build up a brand, right just to build the brand. And those are for companies that have like million dollar marketing budgets. For us at this table. Our marketing agenda for this client has to be specifically to drive $1 amount result because we can’t go on to the next step if we don’t do that. So some of these ideas and brand building are just very empty. They’re just kind of like yeah, we’re just gonna brand build, well. Does it help the business model? It doesn’t, it’s just it helps the bare awareness, but does nothing for sales. Whereas what I just talked about you compare a marketing agenda with a pop up launch of a program with clothing with service
Okay, exactly they might
already have thought about,
well, it doesn’t necessarily and I think what I’m trying to articulate here is it doesn’t necessarily need to be that idea. I’m saying the idea of forcement the second needs to be very closely linked with a sales result.
Yeah. Because it just makes because I’ve because again, that’s what I’m about with the business side understanding infrastructures that apply maybe to other things that incorporate that literally just into a brand. Because it’s still it’s still work. Yeah, you know, because I
say that about, like, everything that’s going on, but like to specifically choose, this is the model that we’re going to run with like, okay, and then like, now, we just need your callsign on that and let’s go, because I’m not gonna lie, like anytime I’ve ever seen that. It’s corny. Like, it’s like the brand that’s doing recently. And I feel like that’s why I’m like,
okay, like, interesting, because we won’t be that
time saying there’s room in the market for us to have something that’s special. Yeah. And you can pair that idea down a little bit, because you’ve already mentioned it earlier slides. You want to do some sort of membership. Yeah. And I’m like failing from a business perspective to understand what I get for a membership. Yeah, I want to close. I’m joining a membership to get custom clothes designed by this gentleman right here.
That’s what I’m trying to understand. That has to come back to the clothes so I want to make sure that you know, I’m respecting the trust of the people in that way. So they understand like, this is a clothing brand.
So so how that would work. And please forgive me. I want to just riff here for a minute. how that would work is I’m client a, I go to split the seconds website. I go are presented with this idea. Hey, work Smith, the second or Charles Smith, that that lead designer is going to personally select items from his collections or his from his use the whatever buzzword you want to tailor a look for you. We’re gonna ask you some questions. Do you like this type of clothing? Do you wear hoodies? Do you wear these types of sneakers? What sports do you like? And all those questions are specifically when they’re answered, lead the customer through a journey map that gives them a profile plan. And then all of that journey map produces a little viewpoint at the end of the question saying, okay, these are some of these. This is what we’re going to do blah, blah. Blah, it’s 290 and here’s your options. 299-390-9499. Two pieces a month, three pieces month for you select one. Two hours later. An email comes from trials. I’ve selected these things for you. They’re in your membership account. If you would like to make changes you can. This is how long you have a chance to make changes. Otherwise they’re in the mail. And then if they’re in the mail, and they don’t fit, here’s how to return them. That’s the IDI present. So you’re getting money in advance from the client before you ever ship a full 30 days. That’s the business model. You’re getting money in advance 30 days to fulfill an order. Why is it important? It’s called reoccurring revenue. Gyms do it with their memberships. They’ll say we have 5000 people on our roster. They’re all paying us $49.99 a month. We have a retention rate of 65%. You go to the bank and you say I need 250 grand. I want to leverage my reoccurring revenue against the loan. They’ll give you a loan against it. So that’s the business working with the market and then
so about be like okay the worst case scenario situation. Okay, because I was wanted to understand even more clear depth about this part of like, you know, they get the clothes and obviously, with the returning part, which Okay, you got so who don’t return, we don’t want return it or whatever the case. You know, it’s like, the charges on that. How’s that? Like?
I guess that if you make it very, very clear policy and the checkout, it’s all very much there if someone tries to dispute it, you have their IP, their credit card, their information, don’t forget they have an account with you. And as a part of holding that account will be some things you’ll agree to. And you have this, this is your return policy. This is the time in which you have to return if you’re outside of that we don’t accept returns. It’s just that simple. Yeah.
And you can charge for it, correct? No.
They have to? Well, depends on the business model. Yeah, I think you know, I think you would be fooled. I can tell you this when you start charging people for that it puts a
yeah, that’s all so that’s that’s what you got
that’s your that’s your burn rate. You’re just gonna have to eat the return.
Like that’s I’m trying to have that conversation now.
That’s that’s apparel that’s the world that goes on a fucking rack. So down the road, at you know for $15 A piece because you just need to blow it out. That’s kind of what happens. That’s apparel. That’s why a lot of people don’t get into this business model because it’s very much like that. So you have to watch that and you have to control that you have to make sure that that’s not happening. So you have your written policy, and you say we’ll take a return within this policy to exchange for another item. And we’ll pay for the shipping with when you’re within that. And then you just monitor it. If it’s happening too much. You just continue to program. I mean, I don’t know what else to say.
Yeah. Is this a program a program that’s adjacent to also like individual item selling or is it like the only way you can get this is by being a part of this membership?
The only way you can get that is being a part of the membership. That the the whatever name you want to put on that is specifically where you have Charles being basically your personal stylist among us clothing,
so there’s never ready to wear that thought outside of this membership.
There is okay. Yes, you can buy it. Wow. Oh, the value the value in this is we’re leveraging Him in His name, to say he’s going to take a look at the profile you’ve completed and select things for yet. Additional service
Yeah, by far the farewell tour, but this is the more I don’t have
to be it yes, that you’re selecting ready to wear a client as opposed to like measuring them up but you’re still gonna make them feel like a tour.
And I can still go like let’s say I don’t want to be in the membership. I could so just go on the site and
just buy one up, but there’s obviously an inherent value and discount supply. You get all these perks and early releases or future
like brand collaboration. Let’s say like you do membership with like a juice company, be like hey, now you have a voucher for like, you know, I mean, like,
well, that’s where it gets a slippery slope. But yes, yes. I don’t like membership. Yeah, we won’t use the word membership.
So then, subscription.
We’ll use that word either. What’s a good I don’t know we’ll come up with mass marketing. What is a person and only offense called? Patron patron patreon patron
that’s already a thing right? I mean, this is why like branches have these Ambassador programs you already
do kind of like personal styling, right? So how do you scale that? You can. This is how you scale that is we make a cute little PDF with your signature on it or whatever. And it’s all automated but people feel like they’re getting your touch on it. And maybe you monitor it. But yeah, it’s all the work is done for you. Yeah,
I think it’s I think it’s perfect on this presentation. But when it comes to the subscription model the you know, you get exclusive items only through that subscription all identity cannot be purchased anywhere else. It’s only for the subs. And now that I’m thinking about it. The advantage of that is you can literally presale. You can leave throw stuff against the wall to see what sells to a very limited run. You basically can say I think this design is cool. Do you who raise your hand if you want to buy it? If you get 50 or buy it, you buy it suddenly you have
better than that. You’re not asking them to buy it in a membership. You’re choosing it for them and putting it on them and then you look at your rate of return you say how many people return this? Yeah, you already have the analytics you don’t even need it. It’s already in the
system. You Oh you mean like cancelled to change it to a different idea. So
what I’m trying to and you don’t understand me, it’s bothering me. What I’m trying to say is like, Charles, or it’s like 10 other people that are pretending to be Charles are their personal stylists. Eventually, you’re probably going to have a staff of stylists that you have their picture their profile that are hand selected by you for this membership service. Right. I go to your website, I answer your questions. What kind of style I like and you spent the second the brand was going to build a profile of clothing pre selected for you based on your answers that are going to end up in your shopping cart. It’s going to auto ship just like HelloFresh and you have an opportunity to change it between this window and this window before it ships. Anything that does ship that doesn’t fit or you don’t like you can send back for that credit to apply the next month. Everybody with me so far. So that means in your concept. If you’re launching something that is only for that membership, if nobody returns it, and everybody’s wearing it and everybody’s liking it and you build an aggregate for that maybe it brings in the social media profiles. So now, right through technology, you’ll know whether or not that piece is going to sell if you put it into the mainstream, but the membership gets it first. Yeah so maybe you know like, I don’t like item specific for membership. I never have. I think you need to give something else in addition to that item specific. Now you think about the logistics of that we have a whole warehouse just for membership and we have a whole warehouse just I don’t like item specific like that. But it still gives you that that analytics that you’re talking about with the membership because you can see how many people bought it got it. We chose it for them. They didn’t have a choice. We chose it for them. We see how many people’s changed their car. How many people sent it back how many people disliked it, you’re gonna get the analytics with with the membership. So that still can be applied to the business. It doesn’t need to be membership specific to accomplish that.
You know and see different ways like the scale of that because I’m just I’m just thinking about all of that, in the sense of
even if there because obviously because part of one of the things I thought about was like almost like like a merch section obviously very rare because Ravenwood said very different than our churches. Like how do you like go towards actually like I got like Mercer has like a lot more teeth and stuff like that’s able to produce all that type of shoe. But also thinking about okay, is there ways to create because again, though I want people to have clothes that obviously with the subscription, it’s like freestyle, I think phases are things like to build into where like now there gets more color specific, but to maybe start with more things that are either like, you know, priority access or accessible First come first third type of thing, phase first and then see how that works, to see if it’s even becoming necessary for me to start designing extra things specifically for that. So I’m just trying to like and again, I’m talking out loud right here. So I’m not saying one thing is right or wrong, but I’m just yeah,
what like, like even just taking what you already have, and then adding with
the QR code so yeah, but yeah, because that’s the other design. font I want to make is do lower bottom lot as possible but also like It’s like siblings boxes to emphasize same time
I would suggest my one of the solutions I would adopt for that is like you got iPhone cases you got hats, you got whatever you got some extra stuff that we’d bring in for membership and it’s always the same shit. Yeah, but you just mail them for free thinking them with an onboarding membership. You just mail it in the first order. You say you got this as a free this is like a free thing. And they get a freebie thing they like it and then maybe they go back to the store to buy another one.
Because it’s like how that’s how I haven’t dealt with temporary memberships to it. Like even they say Why either when you sign up or like every annual year, you get like this free or free flight or like it’s a total of
120 of them you know exactly how many members you have. So you make the order based on that. And they get this really kind of unique one of a kind design.
Yeah, exactly. And because it’s like the members of the committee even have this Yeah, right. That’s it
any number that there’s 25 of them because there’s 25 members, or I don’t know maybe
combining all the things that we mentioned
as a customer of things I love when I get free stuff like that, like you buy something and what is this? You expecting one thing and you open it like oh, no, I’m getting swag. I’m getting no more stuff. I love it. In fact, it’s a company I buy as much as possible just for that experience. Now, next slide. USPS. I didn’t find a good USP in your PDF so I mates I’ve written it based on the information on your own. It’s 1818 Let me know if this if you feel this works. Let me know whatever that works with you.
Alright, so I can kind of tell like maybe I need to figure out how to show you guys how this stuff is done in the apparel. I had the benefit of seeing a few decks specifically in big corporate apparel world. So when you have like a USP on a brand I think it’s very like specific about the clothing. It becomes very specific whereas this is like it’s specific celebrating and develop the individuality and I think this is a common thing you’re gonna hear me say about this presentation is like yes celebrating individually individually individually individuality. With what how, how to split the second do that. Name the piece, talk about the hoodie. Talk about talk about that unique talk about specifically this item does that or this is how we accomplish that. And I think this is the difference between some of the decks that I’ve seen in this one. It’s like, you know, getting something on the paper is good, but there’s nothing behind it. There’s I’m not learning anything. So my thing is like we need to get into like the real actual like, celebrating individuality. This is how bah bah bah, right? Uncompromising craftsmanship. You know, this is how that happens.
Because like the way that I like no to go about that is that the all the research goes on a document and then from that document you build out a presentation where like it’s not, it’s just more so like targeted, but like you still have the doc if you need to refer back to research. You have this adjacent like document that has all that research in it to kinda like separate presentation from research.
Yeah, okay. That’s a good idea, but I think what I’m talking about is this okay, let me just never seen this before. I don’t nothing about synthasite you ready? Sit Smith the second unique selling proposition is celebrating individuality. Smith is second encourages self expression and personal style through innovative designs and fabric choices that allow customers to express their unique personality. What did you learn from the unique selling proposition?
what kind of fabrics? neoprene give me the fabrics. Give me the specifics on that. Yeah, that’s what I’m trying to say. It doesn’t need to be like a whole built out thing. Just the highlights and the presentation. The things that are really standing out with the celebrate how he celebrates his individuality within his brand. And I think if I were to ask Charles that question, okay, Charles. How would you summarize your personal style?
Because I do have a note about that, for the sake of Smith a second encourages the silent types of those who quiet confidence and that’s simply because that has been my kind of customer when I have to assess them in their personality. You know, they have been that kind of because the feedback I’ve always gotten for when people wear my stuff, is that you know, what they wear because I feel that because this is how I am this is how I there’s two it’s just like what I’ve worn. It’s like that speaks for itself before I have to which is always kind of gravitated people towards me because I’m not a conversation starter. So I’ve used fashion as that. As that kind of armor to be seen even though like I like to move through the back and not really like be the conversation starter. But I know because that’s my weakness that I know I still have to be social and I still have to tell him I still have to get people to know and understand like exist here though. So that has allowed that for people to gravitate towards me. Then I can carry the conversation from there. So that’s that’s always been the essence I would expect. I guess that would be a word to use for
or brand. Yeah.
So so let me just start. Yeah. So celebrating individuality through fabric choices. What are the fabric choices?
The aperi the crepe stretch, which creative strategy that’s kind of the base fabric that I use. Almost every collection but 01 more skewed because I’m terrible with my turn Oh yeah, obviously.
So right ready for this?
Oh great. Stretch black. So celebrating
individuality through fabrics. Bop, bop bop. Then you talked about, you talked about the ideal customer the type of customer that buys you talked about. Target Demographic like the type of customer forget the marketing term for that, but the demographic? No, it’s like you take a person because they’re there. Like persona attributes quiet confidence that that goes there. And then you know what I’m saying? And that right away tells me when I’m looking at this presentation that we’ve honed and honed into some very specific highlighted things for celebrating individuality. Right. Uncompressed uncompromising craftsmanship. Okay, so we talk about how we deliver the quality. Like, every piece is personally inspected by Charles.
Right. Well, that’s a great USP.
Yeah, like everything that you get. Charles has touched. Personally. He’s not only inspected it monitored. It.
That’s an amazing USP unique selling position, absolute salutely. It is, you know, in many ways I’ve done the research as much as I can do from looking from the outside in. These are the blind spots that I have in terms of finding out what the merchandise actually looks like, what it feels like what it is
I don’t want to get into a rabbit hole here on that, cuz I think I’ve done a lot of what I’m trying but I’m telling you among the common theme of the deck, talking specifically about the presentation, is it it it needs to be very specific to what we’re presenting to the client. I’m using this as an opportunity data that to like help my team understand what my expectation is, for a presentation. Any bigger customer would look at this and they would be like, Okay, great. You did a nice job, but there’s nothing here that helps me as a customer. So I want to try to get you like really honed in on a very specific thought process. So like having your big white paper or whatever you call those are called white papers. I guess. We have all these different things that you’re exploring, but you should have like a conclusion or a consensus where you say, Hey, I keep coming back. To these five things that’s going into the presentation because that’s what’s going to resonate as much as these are presentations to make us feel good about the idea. Their sales tools.
This was built though with like, I think more so for like in house, not necessarily to pitch to a client but just like to have in house as like if you come into work with us on Charles Smith, that are Smith the second like you need to know everything about this brand. And here’s the deck for that. This wasn’t built with the like client in mind. Like I’m not going to Nordstrom with this. This was built for like if we bring someone on to work like as a cold designer for charge,
then it’s still it’s the same thing like whether it’s for a client or whether it’s for an in house it needs to be very specific. I need to learn something I I don’t know that I like that idea. I think you guys spent over a week on this. If this is not a sales tool and an in house tool. I’m not really quite sure the difference between the two because there’s a lot of resources that went into that and it has to be linked to inability to recapture that time. So like, please let me understand why it’s not a sales tool I don’t quite understand talking about
that’s why I love that concept. Because everything comes back for me, especially because of how I’ve been selling in obviously because I’ve been a part of that so back to helping so too, you know for sure. It’s just always like if you ever come into one of these moments, just literally just eat and just be like okay, it’s this is the soul they’re like, you know, it’s the soul part of that there because that’s a big part of how a lot of my stuff has moved and how and how it has graded because again that desirability like that for me for my brand and the clothes it’s it’s all even if it’s in the ready to wear even if it’s in do not to do because in couture like that’s the blue line all the way all the time. So literally if you ever have a question clearly texted me copy it, like whatever it might be telling you, for sure.
So I think the process of making the deck is definitely like that process is collecting the information while you do this process. You become very embedded with the brand inherently just from the process itself, but it
doesn’t have to be embedded within the deck.
No, just the really important highlight things that you’re coming to consensus on. Yeah,
well, we took from the discovery and now apply it to the actual client. Yeah,
I mean whether it’s a team member or the client, I had made a comment that said the team member their client is the team member. Yeah. So like, in my opinion, I struggle with that sentiment that like or that perspective that we’re building this for in house. I think anything that we build at this level, which is a boil boiled down version of the discovery to a consensus that you’re presenting to everybody on the team, one of the people on the team has declined. They’re seen as a partner. And I think I wrote that very specifically in my brand messaging that is a very important attribute that and especially with the book that we’re studying from the person that you’re talking to in terms of how to do the perfect pitch or whatever. Like you need to work directly as an agency with the decision maker. You need to move all the people out of the way to work directly with the decision maker. They are your team member. So this deck would be even though it’s in house material, it would be absolutely shared with the client. Absolutely 100% your opportunity to show them that you’ve done the work that you understand them and you’re gaining their trust. So I think my biggest overarching point comes down to one thing. Be very specific about the highlights and put the exact things in there in a boil down version. Like if celebrating individual has to do with fabric and maybe how the website looks or quiet confidence, put those words into the deck and very specifically talk about that it was
my understanding the attentional approach with me because they I do approach everything but I can explain why I’m making a decision or why I may play something where he like I can explain to you that’s why I say feel free to ask me anything and
we’re gonna go back through and modify this eventually because I think it’s more of an exercise to do that we don’t necessarily have to do we have a timeline? No, no, no, you should come back and learn how to be in just self improve these is a great deck. You guys did an amazing job. I don’t know I’m not trying to say but we have to be able to be viable as a company. We need to learn from what we did, improve it be more concise, and then get to a place where this is how we do our debts as a team. We’re learning how to work as a team. I mean, you know, it probably would have been beneficial if I was very much involved in this aspect from the beginning. Some might say that, but I don’t think so. I think it’s better for you guys to show me what you can do. And then I make my feedback. You then take that put that in your back pocket and say, Well, when we make decks moving forward, we’re going to implement that.
Yeah, like having a template for like when we work with fashion brands. Because I’m also noticing that they’re going to be different across the board like this deck is completely different from the Uber one like the the layout and the topics that are discussed, and then just having like standard templates for that.
Alright, so imagery. I got the imagery here. This is all a discovery and imagery. I would say. Not trying to dominate but there’s one set of image one set of imagery that I feel like really fails the brand. And it has a lot to do with just like the lighting I think the idea and concept is interesting, but the lighting is just really taking the brand down. And that’s the imagery you shot. It’s that middle image there you shot a whole series at that part on the pedestal. I think the locations right everything about it straight. I just think that the execution on it doesn’t fit the brand at all. Whereas if you look up at the top here, and you see these ones with the orange, where you see how that looks completely different it kind of fits. This is in my opinion, where like one small little tweak to like an off camera lighting, give you a hard light just takes it up that 10% notch where it looks intentional style.
Oh, like, they don’t know what they’re doing. Right? So like, if, if people get that impression, they’re gonna get that impression it’s gonna fall onto the clothing, it’s gonna fall onto the website, it’s gonna fall into everything to do with that do for cable. So, we would need to like immediately like clean that up. And then any imagery that fits into that, we probably should just stop use it or reshoot it.
So I think we need to kind of categorize, kind of style and kind of procedure on how to do this pictures. Some of them you have range of great imagery, and then something that’s kind of like could be improved upon. I did some of these logbooks, they look amazing, I love them. I love the books you put in producing and I’m talking about the ones particular the one on the bottom where the rock group and the one on top in the factory gun. I love these pictures. I mean, they’re fantastic. I’m not a big fan when about the yellow tinge. It’s, it feels very 90s to me like oxy, early 2000s That yellow tinge that glowy yellow Tenshi local, and I’m specifically talking about that one, holding the head and the one at the top left corner and a little bit on the top right this
so color tones and stuff. How do you feel about us? Shifting things on some of that, still achieving that Terry Richardson look, but making sure that we’re like, Hey, we’re just not going to use these kinds of color treatments because they they don’t quite work with the aesthetic of the brand. You have any comments on that?
I mean, two different things in that way.
Because we’re gonna set the brand standard on imagery. What are the things that actually Chris and I do best is visual identity, like this, we’re talking this this should also probably be called visual identity. If you think visual identity imagery. visual identity is probably the most important piece to your brand. Is what it what it’s what connects the lifestyle with the brand with the brand messaging with the concept with everything. And although the concepts changed quite often with your ideas, I don’t think you should stray too far from certain types of attributes on high on execution. For example, if we decide to do handheld footage, that’s like that stuff you showed me, then that should be built into your brand. Not just shot for the collection, not just shot for that one. Do not touch video. It should be something that we bring into the motion into the stills into the print into the texture of the tags. You see what I’m saying? Because when you do that full circle, that brand messaging becomes so much more powerful, you often get a 700% increase in buying. Those are actual real statistics like whenever you do that, you get about a 700% and you can see that represented other brands. They basically very much stick to one. And I know as a creative and as a designer we want to constantly like innovate on all that and I think that needs to be boxed in a little bit on in this instance, like I think your innovation needs to be within your design with your clothing, not so much with your lighting and execution. I think that needs to remain fairly consistent and if there’s going to be a stray from that it has to it can’t be abrupt it has to be a smooth transition into the next idea. It you know so for example, if you did blue colors, and everything was blue, oh yeah, you don’t want to go from blue to like some other color that doesn’t work with like for sure. I would like to tighten it up a little further of course to make it like you know,
I mean iPhone, everything be going off with me doing everything by myself. So that’s why I say I’m not any of them. I just want to make sure that time and that consistency holds once we start well.
What are the ways that we do that is like providing image standards for how we shoot iPhone image standards for how we shoot video standards, how we shoot lookbook studio, all of that. And one of the benefits you get is I’m probably primarily going to be your photographer and anybody that I’m that it’s going to be the photographer such as yourself, I’m going to be there and I’m going to direct and I’m gonna say no, it’s gotta get shot like this. And we’re going to be building all of the production sheets, and we’re gonna say this is the light modifier you use. Why? Because we know how that light might affect you want to position it here. You want to position here, okay, great, but it provides a quality of life that we want consistent throughout the brand. Yeah. And I’m an absolute expert at that and if Why are you laughing?
Oh, no, no, nothing. No, not laughing.
And I’m really excited about talking to you about in terms of imagery, specifically about you know, putting some my personal style into the imagery that works with your brand because I’m seeing a lot of things that I like already. Yeah, I would just kind of executed a little differently. So yeah.
Just a couple of graphics fonts being used right now.
I think we talked about this earlier. Just like understanding like, this is the main, like font for the entire brand. And then these these are for collections and we don’t want to do that because the font change depending on the collection like I speak to that same thing that we were saying about the lighting like a changing per collection and
I think number of screens is a great font, create a great family has lots of options. I would not stay away from I would stay with number sins for everything, except for the decoratives statements where you can use more and more decorative fonts such as set a date, voc SF near the public Akira is somebody could if there’s a number sense alternative circa actually accurate has nice. It has this. How should I say do not enter feel to it, which works well. But I would say that basically when it comes to body copy and any kind of tax. Let’s keep it in the numbered sense. From now on, I’ll explain why.
We I mean that’s the way we
put explain why it’s important. Like just so we everybody understands why because when you’re translating that to print, website, iPhone, all that it all has to be available within all those platforms to be able to select that custom font. Otherwise you get sort of like this broken so the website has a different font well because we we picked a fight on the brand that you did just doesn’t exist in Google fonts or it doesn’t exist. Yeah, you have to custom code everything and bottom line creates some problems, you know,
so with any Google online application, most of them use Google Fonts, which is one camp. The advantage of using Google font is it’s widely available. The negative is it’s commonly available so it’s like whoa and a con number sons is actually a very commonly available font family. So I don’t think we’re going to have that problem. It has it’s less a little bit less geometric meaning that the the O’s on a perfectly circular like in our font, but it still has this nice modern edge. I think it’s a good font.
Can you talk about real illustration on this page,
illustration redoing the illustration.
I love the snake the imagery, symbolism imagery, great love it on the on this upper upper bars, or what’s it called the other boroughs. I love the iconic roof graphy. But we need to but I would say create a version that can replicate in small in small viewing, which means that
we’re going to retrace a changing, adjusted keep the design but we’re going to we’re going to have to make some changes to it because it’s very hard to replicate that small with a thin lines like that. It’s very, very problematic and you can
and that will be all marketing.
And you can see that example you can see on on your website already on the lower upper right corner of our left corner. It just fades out. In terms of making that full global work. It’s pretty simple. three elements need to access the head, the circle and the triangle. And yeah, I’m working on that does have to say about that. So
we clean it up a little bit and just make it a little bit within the aesthetic but make it work for the application you want to use it in.
I want to use it as small as this if you can communicate this in this size, like really small like a font. This is kind of what I’m aiming for for that.
What about this, this particular icon to add to the collection? Somewhere, like we talked about, like what can we add to the hoodies to make it a little bit different and like I’m learning something about this
user like the pace right right?
Well, I’m trying to buy anything on the page. Is there anything on the page that we can add to the hoodies that make it a little different but still within the brand that makes sense? I statically that you could use as an extra add on embroidered piece that we can send out to get done specifically for the pop up or order a tag and have someone steal that on or I don’t know I’m just just this we come back to that idea and maybe that’s the opportunity to add something within the brand or you have graphic and font at a specific graphic that’s not primarily used all the time in that and only these ones got it. They said they’re the only ones that have that and
pin opportunity like creating that piece of pins with like a special three package like pin kit. These are my secrets. Yeah, no, I do not claim to
have like a wax seal. That’s that
sort of like invitation. I also like the the one that’s on the hat as a pen too. I think that’s fantastic. Yeah, you know, you can that’s, you know, that’s really cool for sure. Oh, that’d
be cool. Cool. If the enamel like that orange enamel that feel of it. I have a vendor for that by the way. In fact I have a vendor for patches. Vinyl patches are pins and metalwork.
Okay demographic. Charles, he’s the CGI are the AI photos. Yeah. So what are these AI generated?
Did you put these two images journey? Yeah. How did you do? Can you explain that process?
simple copy and paste the demographics and this is what gave me yeah.
Like mistakes. Like maybe the first one is kind of possible. But
yeah, it’s like they just don’t look like my clients. I look like this. I’d say like we’re talking about for this deck. And this is yeah, the future. My plan is, well,
maybe that’s an interesting thing that if you put all of these words to create that then the question is maybe these are the wrong words. Yeah.
So let’s lifestyle people that lives in cities,
okay. So get rid of urban dwellers. Living in cities where fashion and culture interests West Village uptown. So we do live in the city. I always use the word city just use the word city. The big city use the word like New York City
flood another word is just another way to say that.
I would just be like, you know, the big city lifestyle. New York City you know, I would say big city lifestyle. You know, homeless people. Mindset trendsetters. While we seek out the latest styles and trends and value uniqueness and individuality
you know correct me if I’m wrong, but isn’t that anybody who is buying a couture brand? Anybody who’s spending money at that level is going to be of that mindset.
Is it though? I don’t think so. I don’t think that just because you’re buying something that’s expensive. You’re a trendsetter. I think that’s
talking about the mindset.
Yeah, mindset trendsetters. Styles and trainers. Yeah, because to be honest, I’m not of that. I love this whole high disposable income. But I still consider myself a trendsetter and will seek this out because it says it’s I’m investing in something that is going to set me apart. So that’s going to last and the quality. What I
was saying is that anybody who is buying, I consider trials and stuff like design, right? Yeah, yeah, it’s designed right. So who else would that be? That’s attainable, right? You may not have the money to do that. Yet. You think like that? Yeah. Look at your Instagram page. Look at how you present yourself. You think you are a trendsetter is no doubt you dress like a creative person who is trying to provide some outward messaging with your style that puts you into that that specific because provided the resource you would buy those clothing so you’re that demographic. So what I’m trying to say is not like whether you have money or not, you people who people who follow blends Yaga Yeezys and all that or let’s say Prada or any of that stuff who buy that type of fashion are usually trendsetters Yeah, now we look at Chris for example, he shops at you know, like where where do you shop at like big box stores right fast fashion, anything that’s cheap, and is readily available. You pretty much shop there. Not a trendsetter has an individuality with his clothing but sees his clothing not as an outward extension of his own personality. But just as something I need to wear to keep warm. It’s utilitarian for Chris Yeah,
that’s true. I mean, when I find something that fits well I buy six pairs of it like have the same I have literally 10 pairs with the same shirt because I like
wearing the same which is like very different for probably your job your wardrobe is like completely looks like this look this is this look, this is bad luck. Because you’re you’re a trendsetter out you’re trying to portray an extension of yourself your clothing. So ultimately, you’re going to be attracted to any brand in trousers kind of like sphere, right? Anybody who was designing or something unique not to say you wouldn’t go thrifting with the thing where you become the designer by based on pairing but you’re still within that category. That’s what I was trying to say.
So So you want to see like getting more specific. Is that Is that what you mean? Like
I would love to see I share a picture off the Democrat of an example. Yeah, I
would love to be more specific with mindset. Like I would really like to tone that in and use buzzwords specifically like you know, this is the mindset Well, what are the thoughts like Hey, someone who, you know, like if you think about it even more, so if you don’t have the resources to buy custom designs that makes you even more of a trendsetter because you are forced to be extremely resourceful with your looks. Things closest to what I was making myself so heavily influenced by social media and pop culture, heavily influenced by social media. I struggle with that. Oh, I
have notes on it.
Okay, why don’t you read the notes? So are we in lockstep on everything I’m complaining about? Okay good.
influences are important styles by site even though my demographic or margin will be a fan of the way up it’s it can be a comfort and ability to not want to be seen that so in my demo, my demo doesn’t care to be saved, but I understand the feeling of them and others gravitate to them with even trying to consider this to my notes. I get this off the top of my head I was like, just spitballing this out, as far as I’m just gonna say heavily influenced by social media and pop culture and not afraid to stand out from the crowd.
Well, I think everyone that words your thesis is not afraid to stand out from the crowd, otherwise they will go to gap.
It’s not for me, but you’re so good. I felt like I not to say this. You’re wrong.
I’m sorry. Let me talk why I’m attracted to Charles. I met Charles a long time ago. Okay, I’m not a trendsetter. And I’m not a fashionista but I know what good clothes look like and I know what it feels like to have an outward extension of myself through my clothes. Yeah, because I’ve had some resources and whatnot. I don’t go out of my way to put it a part of my lifestyle, but I love doing it. So when I first met Charles some of the things that I really liked about his close, darkness, black you know, being able to, to outwardly express myself, but be subdued at the same time. Yeah, I can wear something that’s really amazing. But people aren’t like, I’m subdued and when people notice it. It’s like, Oh, yeah. Oh, so I’m attracted to that because I am his demographic. So the hoodies. What do I like about the hoodies? Oversized fit hides my physique. Although I’m a tall person, I’m not trying to say I’m built like a big strong guy, but I’m fairly large. And what I like about the hoodies is I feel like I’m actually minimizing my size wearing it. Because it’s oversized oversized clothing does that for me it minimizes my size my predictions by statues it actually allows me to blender blend in a little bit more so subduing myself right? The hoodie pulling up the hoodie shutting out the world being able to decide when I want to stand out or shut out here, right? Yeah, so I’m this is my personal feeling. On the way I said fashion protective and you’ve never shown that to me before. So there you go.
armor that expresses the inner identity of our perception.
There you go. I your demographic. That’s what I need immediately. I’ve always identified with that with with your stuff and like you know the stuff that I’m that you’re designing that I’m going to be wearing in a couple of days. I’m like, so excited about it because it’s like for the first time I actually have some clothing that is in within that high fashion world that I can wear and not feel like I’m I’m I’m a like a lemming running, jumping off the cliff. Or I feel completely uniqueness and his clothing. This is almost an outward expression of myself. And I didn’t have to really tell him what I he just did it, but because I identify the style and understand that mindset, naturally it’s going to fit with if you can do that with a brand. You’ll be able to grow large clientele base so that what we’re talking about needs to be represented on this slide in much more detail
I guess I just kind of, I just always assume that hoodies in general, are fashion protective, especially as a girl, like if I’m a girl wearing a hoodie is because I don’t like I utilize streetwear in that sense for the sweatpants too high of my physique so that I don’t feel like I’m being targeted by that.
I can put you in a different type of hoodie and you’ll feel very different about that. There are hoodies out there that are cropped up. There are parties out there that are very tight, or hoodies out there that don’t really bring when you bring it forward. It doesn’t come forward. It’s just like here, right? So it just depends like I could put you in 15 Different brands from Patagonia all the way down and show you how they’re not all designed to do that. So in probably the stuff that you gravitate towards naturally does do that. Because you gravitate towards them because you’re looking for a hoodie that does that, but not all hoodies do that
because if your designs can be divisive, according to the pricing, you know, just like the old veil, like April you can see them for them. They it’s this separation. Let’s just see, you know,
like my Coachella, he doesn’t do that it’s too tight. It’s very kind of showy. And I understand why they had to do that because they wanted you to be able to read the bat. They don’t want folds in the shed
these are the psychological hooks that attract customers to Smith the second fashion, exclusivity, scarcity, Rarity, uniqueness, aspirational appeal, lifestyle. They don’t work authenticity, heritage. Um,
we could deal with the ones that don’t work.
I think there’s probably only three here. Not out of this list. But I if I were to put
psychographics it’d be three main points and then that’s it. And I think you can deduce his brand now.
The other important thing with the exclusive exam I think there was just like something I wanted to add to that was like an accomplishment for those who have followed the brand since day one. Because that’s
brand loyalty. Yeah. to customers who are brand loyal shoppers. They feel like their extension of brand leader is to support the brand, which means they bought into the brand. They’re not just like a user of the brand. They’re actually like they feel that you know emotionally invested in the success
I mean, it’s all really good stuff. I just don’t think it’s applicable to summit the second it’s actually a pretty good segue. I think if you pull the demographic correctly, a lot of what you’re talking about the demographic comes on this last page and then you expand upon that
I guess more specific specified, yeah.
Yeah, I would say the, I would say three psychological hooks that attract customers to submit the second and you go, bam, bam, bam. And you have nice big built out descriptions about what you mean. And you can even like you have this great way of doing it like exclusivity. You have like 1234 words, and then you could put our need that exclusivity, definition, scarcity, definition, Rarity, definition, uniqueness definition, that’s one. So although there’s only three you can kind of build those three out to really quickly. Give the reader of this slide that very much like that’s the demographic it’s very, very specific. And I know your stuff. Your demographic is extremely specific. I don’t think it’s a broad base. And I don’t think broadening the demographic is really a worthwhile event for you at this point in time.
Because I know exactly what I’m always okay with. And this for me is for me, because you come here for this and thanks what I’m here for I’m going to have enough range anyway that can be in its own way but
with the competitor analysis like I was very interested in like knowing from your perspective, if this is something if these are revealed like yeah, oh, absolutely.
I would have told him that ever beginning Yeah. Yeah. Just to think about if I have to compare myself Are they like, why not looking at you know, type of thing? Absolutely. Because they are because they also I’ve watched I’ve like for one talk to some of these designers and understood where our references are coming from. They’re all very similar, you know, obviously these are more established so of course, they have more they’re able to create this you know what it looks like? Yeah, you know, but definitely I feel like the competitor analysis is on board because it’s like if you had to describe me and because no one knows who I am. Those would be the like, those brands would be the
ones could you give me four of your top current existing customers right now, four of your biggest spenders, who are totally invested in your brand who bought from you and paid you money that include tour, but if it’s just generally across the brand, like generally across the brand, give me for those people. What I want you to do is to take all four of those people look for commonality go to their Instagram, go to their LinkedIn, like I know excellent people. For actual for split ad two into two female, two males. Two females and two males and don’t you don’t curate them just look at the numbers and look at how much they’ve spent. That’s what it is right? Why are they and they have the I think the parameters need to be be one supporters have at least a $500 or more spend lifetime value. We call that you know, 10,000 hour lifetime value whatever fit what you believe is what you talked about the clothing the brand Yeah. Now what I want you to do is to literally do a deep dive like to spend about an hour on each set male and female.
I will leave the lab for now and then we figure it out. Oh yeah, the numbers and like the very bit of hair like the actual vendor. Male Female. Yeah. And then we worry about the like, the fact that if they feel emotionally you know, yeah.
Okay. So the idea here is to build a persona based on actual buyers. Yeah, and see if what you guys written on this page matches. And if you want to expand that out to eight of them, you can do like foreign for so for men for women, so if you find after doing just two, maybe you do another two, yeah. You see
more women obviously.
Yeah, but you’re in this entire line. You know, you got a lot of clothing for men in this size. Oh
absolutely. That no I’m over the past few years I’m definitely more focused on the men because now understood I guess my stride with wanting to create and understand like for this market and then death nationally and stuff like that when I get there like I’ve also invested in like more of my male clients for sure.
Yeah. And so when you do that deep dive like use their picture wearing the clothing. If they haven’t posted a or the Instagram I know it’s going to be like, but that’s going to be pretty good if you have the picture assistant providing the picture. If they hosted something, but that’s gonna really be a lot of truth. And then find out find out if there’s any. You look at it and see if there’s any product connection if there’s a problem. For example, if we if we think your demographic is x, but we’re seeing a lot of why that we need to shift a little bit and say, Well, what we think is this but what actually is happening is that so that we tailor it to what’s actually happening or or maybe being more in line with the demographic we want to sell to because they traditionally spend more money or suicide
My name is Deb Amasa between you know, the CEO within like the Nancy’s of the world like the stylist will say also the purchase team. And then I have like the Young Money crowd of talent kids or whatever, you know, have that across the board.
Well, this particular debt demographic is built on a 27 year old person, so we need to find a 27 year old person or around that age group within the down town crowd. Okay, so and then you have another crowd, you have some other crowd and let’s do that. Let’s look at that demographic. And so that’s why there’s two two women, right? So you have two very different types that have actually purchased and then you build demographic based on that. And then you look at that and you say, from a creative deck standpoint, you say, well, we’re missing out on these people. So we’re going to add in this other persona based on this information, and then we’re going to actually mark it to that persona. So you have actual and concept but I like that, that’s my favorite demographic personas like where you connect business buyers, but the people with the actual brand is like the most important part. So competitors analysis,
movement, these are all duction of competitor brands.
But it says analysis though Yeah, that’s
the whole category. Does a slide 10 slides of that.
Okay. Alexander wing cool, very cool. Request country code Official Site designer. Okay. Competitor Analysis. Heron Preston. That’s always very good. So we have a lot of images here. Charles, can I ask you some questions specifically, like Alexander Wang. Like what? What resonates with you? You know, he’s an American fashion designer, like what about? I mean, they’re using the word urban, you know, so.
I mean, yeah, that’s cool for him.
I know. I’m just telling you, I just noticed,
but what like when I resonate with him for a while, I feel like he’s a competitor because actually, well,
we’ve chosen correct me if I’m wrong, Alexander wing, and several of these are chosen based on your information. Yes. So you said this knee Yeah, that’s why it’s in here. So I’m asking you more specifically. You know, what about what’s what what does Alexander wing do that speaks to you?
Well, I mean, for one, obviously all black so this is that’s just what it is.
The small black. Okay. Yeah. So minimalist, minimalist, just
the first thing, let alone, being able to have that affinity for music, which is a big thing for me. You know, that it really inspires like either for me the runway collection stuff to where it goes where the engine lives and like the whole thing, the ethos of the whole ship, you know, let alone bringing in the community which we want to say you know, street culture, street style, you know, very utility sportswear, you do all the living in it and I do love even just kind of like the basic side of his brand too. Obviously we have like the underwear and the T bio without the T Labs anyway like stuff like that because those basics are still a part of the minimalistic essence of the brand that’s still incorporates in the maximalist sides of it too. But then he has these other versions, you know, that kind of take ideas from the higher end side to create a more accessible side, you know, of the brand that doesn’t like alienate people just because they can’t afford it.
I like to work downtown cool, effortless chic. What do you think what these words
mean? So I say street chic.
Okay, street chic for Charles, would you would you put the word live
April this sheet for sure is like a part of I guess is a given for like my stuff too, because I definitely think about that in regards to you don’t have to have a maid.
So like after hearing him talk, like right away. I picked out specific words within that what you have on that slide, and I think the words are like, very specifically like it’s effortless at the word effortless chic or effortless. Downtown cool. We were looking for a different way to say urban that’s kind of like downtown, the word downtown or using that in a playful way. That’s a really great way to do that. And then of course, like what the mix is minimalist aesthetic. With a mix of street wear debt that debt to debt. It’s a really great way to describe Tron Charles and I think there’s an intersection between Alexander wing as a competitor and and that influence on you. My next final question would be What was the first thing that you started with? The absolute first piece that you started with that you felt gave you some recognition and traction as a designer?
The first piece that I started okay, you’re not talking about like the first collection we talked about the first piece the first
piece did like you already gave you some traction as saying oh, I can actually do this
you sold or put out in the market
or because I when I started this I wasn’t sold so I was focused on selling it was just like you know obviously get people to know you exist types though. But of course, like you know, the first collection was like leather as fuck, you know? So that was a whole thing in itself and people wanted to buy it. I just didn’t want to sell it at the time because I was still starving. What about what was the first item that like sold out that was like, Oh, yeah. I mean, first item, when I had to think about it, I mean, it definitely was when I focused on selling which is the 33 selection, which I was trying to incorporate my jersey number I can’t say it was one I only was just the complexion people.
Okay, so that’s interesting. So 33 collection. Yeah, that was my like, during the moment that was that was like one of the first
two that I ever do so myself. Yeah, let’s make a note of that. Yeah, we need to go back and look at that yeah, that’s important. Okay. Yeah, I pushed myself a lot to even make
that the hair on Preston. In terms of the actual clothing what what is speaking to you there
about AeroPress I like his experimental design. The lady experiments with resetting the phones the way he presents the clothes. Obviously, he’s an inspiration deriving that turns into clothes. You know, because he literally just go in the street and start picking up a bunch of trash. And then like spray paint all of the orange and that’s the invitation for the show. I think that is such an interesting approach to fashion that we create because fashion creates the suppose it standards which you can do whatever you want. That’s what I love about certain designers even like agenda from the VINCI aka like he used broken iPhones as the invitation to the show. You know, it’s like, you really can eat whatever you want. There is no such thing as a standard so shouldn’t I so how would though? Yeah, that’s what this slide is all about. It’s like I love his experimental approach to the way he presents, either the way his markets you know, the actual clothes themselves and
in his how he presents his ideas, yeah, all the information from the competitive competitive analysis so like position, like this chart.
That’s what we use for get there. I’m just for me, I’m specifically when I look at this slide. I’m using it as an opportunity to like really dive in on some very key points for me, and I’m not trying to like slow things down and make this arduous but I feel like it’s really critically important because we have a lot of information here. But like, it’s like why this this slide here is it is it is an introduction. But there should be something on the page. A key word, saying to me, like presentation of ideas. Marketing. That’s why it’s there. That’s why it’s on Deck is on the deck because we’re we this is what speaks to him directly speaks to the client. So if I was selling this to the client, I was like, Yeah, this is what we came up with competitive analysis. You know, we looked at this competitor of yours and we we heard you when you said you liked this, but we think you’d like this because of this, this and this. are we connecting and you say that’s exactly why I like it. Perfect. So then that allows you to only take that part of why you’ve included it out. Say we were not going to pay attention to the style of the clothing. We’re only going to pay attention to execution idea and presentation and how that relates to his clothing line and what is your version of that so that we can help him improve like I’ve already heard a lot of times where you said well I want to do this idea like this. Well, it’s our job to interlink that for him to say, well, you know, like we’re doing that for this channel only because the reason why we’re doing it is because of the the presentation Am I making any sense? Yeah. blenz Yaga
you know, blenz Yaga is gonna be like very interesting because it has a lot of that like, it can be very colorful, but it can be very subdued and sometimes very loud. And I think that comes from like the whole the founder right you know, so for you was close to me yeah. Is this is this like, because quality of execution? Is this ideas? Is this the full package like what specifically? I don’t want you to give me like a whole list like when I say bless Yaga like your gut quick reaction build one word. Yeah.
I mean for me even though the Luciana for why I think this is it for me is the exploration of darkness in the way that he presented. Because some of the things can be very symbolic. And it’s like if this is your vibe and your energy, then you get it. You understand that? So some things can be very your face and then there’s approach where it’s like, not as obvious but again, do you feel what he’s trying to
say? So with Valencia, you need to be specific to what collections because this company has been founded in 1917 And this guy has been dead for a while. So we need to know exactly, which
specifically we’re talking about the designer.
Yeah, so there we go. So we have Valencia but then we need to put like, yeah, a little uncertain brands like this that are so big. We need to have that sub category specifically the person who’s designing for Bloodseeker right? Now, and then link those imageries in this slide because it kind of sets the tone for everything after this slide, right as far
as like the ragas. The brand itself even including everything about Lindsey aka the modern and contemporary approach is what I do love about them because I feel like that’s something I like using my approach and design.
Would that be what you call that avant garde design?
That word I don’t know,
modern and contemporary? Isn’t that what you’re describing? Avant Garde? That’s how they describe it. That’s why I’m asking
them you could tour Yeah, you could say four could talk about matter for whatever reason, but I there are certain details of the tour. That’s why I just used it with a tour for sure.
To me like that’s what this you know.
Yeah, because they have a mixture between the modernism and contemporary and couture all together mix into one including the street element to like they will dim excuse me as incorporate all of that it’s it’s collections, it just in a broad sense of the brand. They’ve always been very, I don’t want to Can’t you know, they were the first to kind of
highlight, because this is just all information but there’s no like focus. I understand the slides. This slide need to set up the information that’s coming after. And I’m not quite seeing enough of that throughout. The point I’m trying to do is on these cover sheets, bring a little bit of like encapsulation and focus. So when the next two slides come up, the focus is on that person and your way because it intersects the highlight of interest their presentation. It’s provides a very low presentation so supposed to really get you up to speed quickly on the point caught on standard, in my opinion, just generalizations are not really helpful in presentation, unless you just like are talking about certain topics, but in this with this, this particular topic is to get people up to speed very quickly. Yeah, yeah. And also to impress upon the client that we understand that maybe voice not being heard, but I
think it’s like exactly the people so that
will be like highlight that specific and have like a bullet point here or like on C Agha and then there that person should make sure you only put imagery here that speaks specifically to that dark isn’t it hones everything in Okay, next competitor analysis Instagram’s
Alexander Wang here and press just side by side quick view.
Yeah, that’s that’s nice. I like that.
Can really quickly see the count sub count and follower count and you know, I can’t
see that because I need especially the last slide but yeah, here Yeah.
709 followers can we change the order in which these are laid out? I want them laid out by size of company. Okay, so Smith the second on this slide should have uneven spacing and be at the very end. And the first three competitors should come first. So my gut reaction would be the last one would be the Heron Preston and then the Balenciaga. And then Alexander Wayne,
do you want to do the same change in the slides as well?
This is like a way to subliminally like you’re not calling this out. But the intention of layout here can be as subliminal to say, we’re ending with an impression because it’s 709 followers. This is where we’d like to bring Charles right. We’d like to bring Charles to at least the level of Heron Preston is next year. So what we’re saying is okay, let’s Yaga being huge heritage, Alexander wing being like started small sweaters and is now there, right? And then the closest related one to split the second read now might be the Heron Preston in terms of like scale and size. Like visibility as opposed to price point. Yeah, I wouldn’t. I wouldn’t say like it’s not about how they present their Instagram. It’s not about how I think this particularly it’s a competitor analysis. Who is getting who’s got more followers? Yeah, you know, and then also being able to segregate that a little bit and say, Well, you know, it’s really hard to make the comparison from Balenciaga stuff the second year. Right? Yeah, we put them there to say here’s where we’re going. Yeah, but here’s where this is like the realistic reaches. Yeah, we can go to 709,000 followers in the next two years, maybe. Yeah, you know. So I just reorder these slides with some intention. Makes sense? Yep. How do we feel about my, my critiques? Is it welcomed or competitor analysis webstore. Good. That’s great. So we’ve we put the applicable option here which was great. Do you feel like these I mean, is they’re coming slides that give me like call outs because as I’m seeing this,
it’s just not just visual.
They’re just visual call outs.
They’re just visual comparisons. The coming after this, the whole all the informational stuff.
But do you see how like, I’m getting all this information here, four slides deep, and then you’re going to present me with information later. I might not remember the visual. I know, but I don’t know how to fit the information in there. That’s an honest answer. So why not draw a connection between this and the information? And then in the presentation, so like, if you’re going to do this have a section? Yeah. And related to the coming slides? Yeah. Through small call outs of words. So I can toggle back and forth and go oh, that’s really to this point of information. Oh, that’s related to that point of information. So if I were to ask you, why are you showing me these two things? What if I were to ask you, what do you visually see the difference? Like, why are you putting this on the page? What are we trying to tell Charles we were showing that.
Basically, take a look at what the competitors are doing and let’s take a look at what we were doing.
Okay, and so that’s understood. Yes. Is there any other
beyond that or is that it? That’s a more objectively on this ones? That’s it for this one, these couple of upcoming slides? Yeah. No, no, no
idea what you’re saying. I’m not gonna say upcoming slides. Because the information you’re taking me on a journey. Yeah. And the slides need to have a conclusion. So what I’m seeing here is a lot of intro slides that I’m getting to the meat and bones. And what I’m, what the problem with that is, is I’m not really understanding it’s not very clear to me how they’re connected. It needs to be very clear why we put that on the page. And it can’t be like, subliminal. It’s got to be like we’re putting this on the page because we’re not doing a good job here. And here’s why. Right? So here’s where we can improve it. Right?
Because it’s like, what would what a like? It’s like, for me, it’s like, what is the initial reaction? When I say this? It’s like, what is this? I mean, are they suggestions? That’s kind of where I come from with this.
So improve navigation. If I looked at this, I’d say you know, some improved navigation. I like how there’s a call out for preorder. If it’s preorder, I like how I like the spacing and below the item. I like how the items photograph and I also like how you know the text I always like this in fashion where everything is like left justified or right justified in a block. Right now on Smith the second you have everything kind of like right under the item. And I feel like that takes down like the sort of it takes to me down the quality of the presentation of that item on the website. It doesn’t feel couture, like I want to feel like I’m looking through a catalog lookbook when I’m on the website, and right now I’m not getting that sense through the website because it’s just like, it’s just something as simple as how the text is laid up. Yeah, they do left justified versus, you know what I mean? Like if you look at parent precedent, it feels like I’m looking at a high end catalog lookbook or a high end catalog online.
Basically, when it comes to the functionality as I know that it makes you can do sections do a little section, highlighting one of the collections get into detail in the internet, like it’s just a quarter of the page. Then a follow up below that products. Make sure they’re categorized by men female and such. And I think we can get
right so here’s the critique. If you’re gonna give me a competitor’s analysis against the primary, the primary always needs to be represented represented on every page. Because if I’m up doing a presentation, I’m talking and on the first slide, you have the split the second store there, and then you have the analysis. Of the like store. Like for example, if this is a this viewpoint is like a global viewpoint, and so the second and then I’m showing the global viewpoint on Heron Preston, the next slide should be Smith the second against Alexander Wang, but something different, like what do we like about Alexander? Wait, I’m, again, I’m leading the client are leading this team to understand what are the specific things that we’re analyzing here
about what to turn it down into four more pages separately, not in each of them individually and just talk about the what works or what doesn’t work on I mean, what works I
don’t know that you need to talk about what works and doesn’t work. It still can be a visual, but it’s the selection in what you select that matters here. So for example, I put like a little little thing around this primary. Put the brand name
Arabic circle about circles and notes like on top of it. No, no, no.
Did you hear me out for a second? So we have this picture here. And we say current, primary whatever. The next ficient picture, Heron president and then you put the URL there put like, this is the main page or whatever, right? Yeah. Then Smith the second again, let’s see this is an interior view of the website. And we’re comparing interior view to Alexander wings interior view. Primary. Yeah, that was interesting. And then the same thing with blends yada, because then you’re basically leading me very quickly to understand, Oh, you’re setting me up for the next piece of information you’re gonna give me and I’m now already along that tract of mine. So the next piece of information I get when you go into the detail, you highlight a few very specific details very quickly, and it’s like oh, yeah, you’re right. And then the customer is like, yeah, you’re right. We can improve upon that. And then now you basically got a mandate. And a green light to go improve it.
Yeah, and you could probably pare this down. You don’t probably need to do every one like this. You just pick it up from that again, should be like Smith, Brad Smith brand, because you can’t do an analysis if you can’t see where it’s coming from Yeah, I think you had the right idea like homepage homepage but it just needs to be tightened up a little for the viewer
oh boy, we’ll do the following one thread at a time first page composure with with Swift to second to the competitor then keep the layout for the competitor get rid of this Mr. Second and just put down the squiggly lines and the notes on you know how they doing?
Yeah, so that’s a good idea like maybe you then put Smith the second in the call out here as opposed to homepage is Smith the second under competitor analysis Smith, the second on one side and then big bold, the name obviously you can see the website but it’s nice to like have it bold there and then at the bottom you could make room for a secondary piece of information. So you have that constant side by side analysis.
Charles, can you take a look at slide 31
There’s definitely a convention being used.
So Alexander weighing I can tell you he likes a lot of backlit hard edges on lighting. And it’s soft, but he’s playing with form. A lot is imagery has a lot of form. And how they’re accomplishing that is like these rim lights and stuff coming off the background. It creates this sort of glowy rim light like if you look at page 31 You can see on the model as a very, very sculpted jawline and there’s these highlights here. Right? That really accentuate that. That imagery, and then you got this sort of severe fall off where where she’s standing isn’t really completely so it doesn’t look like a cut out. Yeah. So they left that imperfection in there to create to create that separation on purpose because they don’t want it to look like a like someone just Photoshop the background clean. Yeah, so whereas in Balenciaga very different approach, it’s all like Photoshop and then they throw a drop shadow in in the background maybe or something right, Chris, to create that that that specularity but it’s it’s not net neither one really is all that natural. But I want to call it out because we’re looking at the garment is on its own with with the model, and then in Balenciaga, oh, the models big it’s a cut out and then you have the garment on. Its own, but really tiny and small. Is there anything that you see about these two presentations that you’re like, Oh, I kind of like that or
look at all these before? No, but I always work back towards and I even do it multiple times and make sure I still feel the same way or if I feel different in the way its approach is always the one I liked the most.
Okay. In terms of the layout, the lighting style, the President so all of it all, like everything, all together the whole package. So okay, so like so the way he executes the lighting imagery and then also how the product has shown, like the design of the website in terms of like, in this instance, you have like the garment with no model and it’s just like on a hanger and then you have the picture off to the side and you have like a close up below. Yeah,
he does. Like he’s like close ups and he gets even close the hole and like that, like our pieces to showcase the details. So you know,
I’d never just share it with you. I’d have two cameras probably set up one with a 150 and one with an 80 millimeter and shoot them simultaneously because then you got basically both in one shot and then they match up perfectly. The problem you have is like when you have to move the camera, switch it out and then be like and then you have to do all this work matching it up. It looks different, but if you have it like set up like that, and you can just execute quickly. Yeah, and the good news is we have two cameras so
homepage two very different approaches. have anything to say about this
I feel like this can go so like so the way because if I liked this hair for someone over then it’s like I love the way but again, this is so specific. So like the because every time we do a collection the collection always ends up on the front that always happens across every brand. The moment Fashion Week is happening. You know, they always have that there but then the first shot is always because if you look at the Valenciana right below the collection video that they have, it’s very similar to what Mr. Prasad just has in the front
slide is the Valencia logo when you’re referencing
the 33 So like right below is kind of like the way here on President has he is on slide 32 That’s only because he didn’t have his show yet at the time, but we never use probably screenshot this. Because now it’s like I think the show was actually up there. Just the way we’re gonna try. It has their show up there first, and then it’s this that shot like that, that kind of like, yeah, it’s completely and it changes according to what’s happening sometime. But you got people like Alexander Wayne, he just he has these kind of like CGI things happening now because he’s been hot just heavily into that. I think right now so and that’s just more I can explain why you probably did it but it just seems like if I’m just looking at Reza customers on beaches looks like something is just again, it’s another him doing that. It’s just kind of this other way of just showcasing the lifestyle of the way world that he does. Some pretty brilliant idea though. It’s quite amazing. Like you know for sure because it just caters to that playful side of him, because that’s who he is. So that’s why I get why he does that and understand
also solves a lot of problems with content
I think definitely, like collections are projects. They’re not. They’re not called collections. They’re called projects for you. Because they are a project. I would advise that and there are collections but on the website under the category I think you should call them projects. Alexander Wang also does that. That I
think you got to do that according to like, I mean, again, everybody has their specific way because he has he calls his he does projects. But even when he presents a collections he still says collection so they both can exist. It’s just some of the projects that were in the archives.
It’s more of a neck. It’s more of a navigational point. I’m saying and I think like you don’t have enough. I don’t think you have enough. collections or sell enough collection item to have like a collections tab and do what Valenciana is doing. I just don’t think I don’t like when I look at all of your work, whether it’s collection or whether it’s ready to wear all of it. All kind of feels like elections. So I’m like what differentiates this collection from that, like you’re going to do a runway show for DO NOT TOUCH it’s still a
collection farm right in the sense of the selling part, right? It’s a sense
of the navigation on the website, you select Project and you say this is the DO NOT TOUCH project and then the word collection can be there. But I’m saying from a net from A to get the user to understand this is Smith second. If you’re not really blenz Iago what terminology should you be using?
That’s why this use collection because it’s just easily understood. Needed a universal time because even projects that no one constellations project at all, that is a miracle. I mean, you said well, I like I’m not I don’t hate it. I’m just talking about for the user. Like the user doesn’t go on and be like I’m gonna go look at projects like they were looking at the collection. Instinct So yeah, that’s what I’m like, I first but I get what he’s saying. From the symptom like I’m not Valenciana because they are selling some of their collection. Now they’ll sell all the Huawei stuff. I mean, they definitely have but that’s because they’re also creating regular items that stem from the ideas of the collection. Like that’s, I’m getting to that now when we start doing away with stuff because I’ll take ideas from our runway stuff to bid. Yes, say this is the collection that’s actually available for purchase
projects more because I think that like it impacted encapsulates more than just the collection. Like it’s this is a project that has a collection but also has this pop up event also has this colors party also has, you know what I mean? Like so it’s like they’re taking in the entire it’s more of like an immersive experience, as opposed to just like the collection to me, it’s just the clothes. Yeah, whereas a project is like, this is the entire dot piece. And then these are the this is the collection that went under this project. This is the event that went with this project, because this error I mean,
so let me let me but it’s more so
just like the introduction that if we have to present a new collection to the people, you know, in that way of just in against this, the intro of how the collection was presented until we start to actually output everything you know, for the landing page. That will even only exists for a certain amount of time in regards to so people can see that the production exists and obviously for doing like employments and so forth and like to to steal how have they’ll be able to contact us through the website, you know, so I’m like, I’m not saying we can’t go under projects. I’m not even saying that it came I get what you’re saying. Yeah,
so it’s more like an archival thing like an archive. Like obviously when it’s in season like we say
no I think you hit on the right message. Like you’re pointing out what I’m trying to say but I’m failing to say it. You’re on the right. Yeah, present. You’re on the right task. I think we just got to bring Charles to understand more of what why we’re seeing and why we mean that we’re not we’ve never had a discussion with this, but I think your understanding my, what I’m implying here.
So my question is you’re trying to save projects in Neversink collections, and we’re saying
no, but I’m not saying that. I’m saying that we got to reframe what we’re doing based on where the business is at, because our outward messaging to people is is is very important when you’re talking about marketing, not using the word like using presenting it Nevermind the word, presenting it like Balenciaga. Doing runway collections is very, very different. Then do not touch the two in my opinion currently are doing this. Right. Alexander Wayne is a master at blending those two things. When I go to his website and I look at the two things he frames it in the viewers mind very specifically. So I know what I’m looking at you had told me that you were doing the runway in the collection. So that trickles down into the ready to wear. That is Alexander’s model, but he also presents it that way. Balenciaga does not Prince present it that way. Neither should you, you are not you don’t have retail chains. Selling your couture. In fact, I don’t even think your business model is in couture anyways, because the design attributes of what you’re doing. Yes, you need to do the collections in the runways, but they are a showcase of the artist. They are a presentation of you. Right. It’s the highest end piece of clothing that you can buy with the brand experience, right. So what do you want to tell your viewer on that? What is the message you’re telling you cannot obviously we do not have the money to scale collections. It’s impossible. If we need we need it. It’s impossible. Not impossible. Well,
I have the like I get what you’re saying.
I can’t see how you can do it because you have to make every piece yourself again and
we talked about how the future of Argus works. We always thought we always kind of put that on the table. The collection is still very again, I know how to make it work. That’s the thing. And I get that we have to wait till we can get there to really do it that way. So I’m not saying that like oh, it needs to be on the front right now. But it’s still very high. And I feel
like I’m not saying it’s not impossible. I’m
not saying it’s not relevant. I’m just saying from a business perspective, and building a website building a marketing program to get you from A to B. collections to be framed to the user at a very specific point. Right now, ya know, and I’m asking you is like, like, if you look at Balenciaga, the reason why they present the way they present like that, when we’re talking about competitor analysis, is because they’re a big fashion house because they’re in every box store. They had all that we don’t have that much so why don’t we present the collection in a way that helps us fuel?
I think for me, it’s more so like, making everything stand together and not like an afterthought of the collection. So it’s like the, the concept of the like the core concept is what we’re selling. And then that lives as a collection that lives as this event that lives as this kind of in the same way as like, like a music artists like they have a project that they’re working on. And then within that project, there’s an album, there’s merch, there’s a show
like I know all of that. Y’all have to trust me to like, I know that. The thing is, is that I just haven’t had the opportunity to do it that way. So I’m not disagreeing to what anybody’s saying here. But I also know what to do with my shit too. I also know how to get there. I just obviously need the help and everything and I’m again I’m speaking passionately respectfully so don’t take anything we just saw you and that was just because there are parts where like, I have to trust y’all and then there’s certain other parts that you’ve got to have to trust me with my own strategy to that I’m gonna come in bring to you and then we can obviously iron all the other shit out, you know together. This for sure. Well, what’s
the strategy with with the couture line then? I mean,
where it lands when we talked about the business side of it, for sure it will all have their standards. So as far as I for what I have to will can present it it’ll be more so on the back end of everything that we do and because obviously I have worldwide and obviously you have the blanks, you know, coming out and then because we’re trying to make money right now, so that way I can because again, it still that allows you to do the collections and then when I’m able to present the collection the right way in regards to selling it. You know, it absolutely can be super lucrative and build into this other thing because I know what it takes to really push it to make it. The bottom line makes sense for that in that way, which is a lot of other factors when it comes to not even just because they’re always showing this there has to be very specific. Who’s going to be there when it comes to, you know, the publications being there, let alone the PR part, let alone the clients because the PR in a quiet tail part go hand in hand for sure. So that’s why I have to make sure I we have the right public relations person to make sure that those people get in the room because then there’s things after that, that come into the way I even sale the collection to you know and regardless of whether it’s a dinner or even a situation of the scenario where I set up for clients specifically only for a site this public relations client book for me to curate that just for them to be able to stay on their collection and that will live on one piece sales and those crazy later on. If I sell multiple pieces of that collection. It just It allows the funding to go back into even just more of the ready to wear stuff that things
I’m not suggesting to kill or delete the collections. I’m just saying we need to frame it within the business model to the user to very clearly understand right now when I hear you speak, they sound very clearly very separate things. And I see that as a very big problem. The buyer who’s buying into Smith the second needs to be able to interact with different areas of the brand, right but they need to feel like they’re interacting with the brand. You can’t create, like blitzie Agha, how are they? I don’t know specifically how they might be achieving some of their streetwear stuff. But if I’m a customer of blenz Yaga I can tell you did okay, better example. It’s this move out of there. Apple stopped making the Mac Pro because they sell more laptops. It doesn’t mean they don’t ever make a Mac Pro anymore. They make it it’s there. But you can very clearly as a customer feel what they’re really trying to direct you towards. So when you have a in my opinion, in my opinion, a collection is the ultimate freedom and expression of that brands design. Right then if I cannot interact with the brand at that level, I need to be able to see how that story that that art is impacting the other areas of what they produce. For example, blends Yaga makes shoes that are a partnership with who not anymore but they weren’t it was Kim Kardashian at one time or Kanye Kanye right? Is he not the one that’s on? He does your ideas you did? It’s okay. What do you say Adidas is an example. What I’m saying is, let’s Yaga does meet fashion pieces that are a kind of like a roadmap from here, down. And the reason why they’re doing that is for segmentation. It’s what you’re what you’re talking about right now we’re talking about the same thing. What we’re saying is how do you get there? How do you what is the strategy in which you do and your your whole business model paired up with the marketing model paired up with everything that you’re talking about? How does that all pair up? And when do you phase it in? Throughout the court based on the resources? Yeah. And why are you doing that? So it’s a balance between everything you’re talking about and what the business needs right now to be able to get to the end goal. So let’s say the goal is here. We want to focus on these things. We want to build this this is what we’re building right now. And we’re building this as well. We’re building this as well and why are we doing all that because we want to ultimately end up here. Collection is a completely different customer than do not touch but we’re trying to get people in the 25 year olds, that age group so that when they’re 45 they’re buying collection. We’re just giving them away to walk from here, all the way up to there and that’s what they’re doing it blends Yaga they’re giving you ways to interact with the brand where you could afford it, but giving you a very clear roadmap to the picture of studying
that that’s not what you’re already intending to do. It’s just not visually coming across in the
organization of the website and the execution and all that and I’m saying we need to figure out Yeah,
here. So so to get back to that and call it the word collection. I don’t care what you choose. I’m just I’m just putting the emphasis on this part of the discussion to say you cannot you cannot in my opinion, have a collection be this totally independent thing. That doesn’t feel like it’s linking back to the target demographic.
I don’t it’s not necessarily cannot I just think you shouldn’t like I think it should all be one thing like I should very clearly be like this is like it’s almost like a back painted a portrait and then took that portrait and put it on a t shirt and then took that and put like there should always be an as a customer I should always see the link and like the inspiration and here’s the easier like access accessible product of this thing that I can’t afford right now. But like, hopefully I get to afford it like all within one thing.
And that’s accomplishing building the hype and the collection so that people are like well I just liked that collection but I want to buy this hoodie because so you get all of that with that. So what I’m trying to express, obviously not very effectively is how do we want to frame that side of the business within the website. What are what is unique to Smith, you had made a comment earlier you said hey, yes, there’s these roles, but every designer does what they want
so when you’re talking about it’s it’s just like I tell people not to worry
when you’re talking about Smith a second. How does that live and interact with the customer base online? Is that a showcase? of the runway show than each piece? The lookbook and it sits there. I can’t buy it. I can’t click on it and say I want it order two.
Can I Can you talk about like the runaway stuff right now. So would you say let’s just say you’re trying to find a mother just like how long it takes from the radar to the collection.
So let’s say let’s say phase one, for example. That is a collection Correct. That is a very specific collection. It’s going to have a runway show. It’s going to have an event outside of the runway show. So it’s the runway show event runway. It’s gonna have some other private event or some kind of event, right?
Well, I mean, the runway show if you say you did, what are you talking about?
I don’t know. You tell me. I’m saying
I have the runway show and it has appointments after that.
Okay, so runway show, and appointments to order after that. Yeah. Okay.
If we’re talking about selling the collection,
you know, I’m saying what’s our execution from a business model? I mean, like, understand why I bought so am I buying tickets to go to the show? Yeah,
you buy tickets to go to Tyndale and obviously my clients they get invitations that they’ve been buyers have
and the plan is to actually have the one way presentation. And then for talking about the itinerary of this collection, they use after that there is an after party. So after party, and the NMS just the day of but before that how I wanted to leave because I started if we made it, I guess more of a weekend situation in a way of basically having items that cater to the runway collection that are more like hoodies, but there’s the designed like so as far as like the designs that are due that are available for people to purchase, say like that Friday, like a pop up. That’s for phase one of the collection, that stuff people can buy and take away and even possibly wear to the show on Sunday. You know, so that that’s how to do. Yeah, I mean, yeah, if it’s still Yeah, it’s still for the sake of it.
So I’m on your website. Yeah. I go to collections. And I see the runway presentation that already took place that I couldn’t go to and I see all the pieces in the collection. Whatever you just call it past collections. Stop. This is important, Chris, you don’t think this is important? I think it’s critically important. I think the collections is a fashion forward term. It’s not because I just tried to change it and he said, No, it’s more than that. Trust. Me, it’s not it’s so important to Charles. We need to really understand the framing and I’m trying to I’m trying to have him understand my frame. Yeah, because I’m about to make business decisions that impacts his brand. And he doesn’t really have much to say on that and I’m trying to get get gained his trust.
I’m trying to understand like So one key thing, so
yeah, exactly. So so it’s not over simplified like that. It’s very complex. Yeah. So I go to a website, see the runway show. It’s some kind of a video
presentation you’re talking about, like after all is said and done. Yeah.
When we’re putting it on the site. It’s on the website. Because we’re talking about homepage websites, right. Okay. I see some kind of presentation of the shop. Yeah, right. I see photography on each look, either from a show or shot in the studio. Maybe both. Yeah. Then I see a lookbook or something I can download. Next question is Do I have a place to order something? Do I have a cart where I can say buy that from that section of the website? Not the runway. Perfect. It’s a presentation. Yep. That’s what I’m trying to say is it’s not enough want to call it presenter? Yeah. The only time in which you can interact with spent the second on collection is in person. If you’ve attended the show, so the only reason the only usage of it being on the website is what? To present the idea to present it you can’t buy it. You can’t take it home. You can’t do anything. You can only look at it from a perspective of this is really fucking cool. And from a marketing perspective, then that collection absolutely needs to have a pathway to so ready to wear.
It was always the concept introduction like here’s the introduction like the Living Art of what they’re ready to wear. Yeah.
So I’m trying to find a way to literally
because the point of the collections is also for using what a brand or you know house would have if they usually have even like kind of a commercial person that creates the ready to wear designs that idea and steal from the runway to create it. Those are the items that would also go into the store, but still be connected to the runway collection because those ideas came my way collection.
What’s this year? Let’s just look at what’s this year. Is that runway, like what is what am I looking at? Is that a collection piece?
Yeah. Okay. There we go to the next slide. It’s a collection but it’s still like ready to wear it does. Take some of the ready to wear stuff on the runway too.
But I don’t think that’s ready to wear. Is it I mean, that’s what I’m trying to get to.
Like, probably steel is regular because again, it’s a suit. That’s something you can actually manufacture and making different sizes, even though it’s oversized is just down measurements. So that wouldn’t be considered more of a threat. You
don’t use the word explorer, Explorer with collections, they have the word collections, but they separate it. Do you see what I’m trying to point out?
Oh, you want to put that aside? i Yeah,
yeah. And that’s what I’m trying to point out. It’s really trying to make my point very, very fast. I’m sorry to like, dig in on this but it really is. Critically important.
It’s just I’d like to be very clear about whatever I say what I’m saying
so that I can get to know the history and what you’ve been doing. Yeah, totally present there. Yeah, yeah.
So like right now if I go to Valencia, this website I’m confronted with the picture of this gorgeous man that I’ve seen on tick tock like crazy because he’s got to kill her walk. And and I see some are 23 men. That’s what they’re pushing. Right. Let’s click it and then instantly presented with items that can buy. This is ready to where you’re saying. Okay, now let’s go over to explore. Collection. Pick one you got one I can pick fall 22. winter, winter 23. Okay, pick that. What do they have? What am I seeing here? Yeah, so right away. It’s a very different presentation, right? So I’m trying to figure out within your brand, how to subcategorize that come up with a unique, you can use the word projects, Explorer, whatever. But it’s the section of the website that showcases all of your presentations, all of these events, all of these things. It’s very separate from the E commerce section. Yeah. And the reason why that’s important is because you have video you have E you don’t have like you have video happening here you have you’re gonna have like words you’re gonna have the audio idea that I said hey, recording from your voice
in the office talking with Chris about like, you can’t just put he has something seminar his page now, but it’s just literally like the content with no context. And like, we need to add context like, Hey, this is something that we did in the previous season. This was the inspiration to that job. Yeah. So
what I’m thinking to keep it simple. I taking inspiration from Alexander Wang, he’s got all of his men’s women’s blog and he’s got this separate section called Explore or explore Yeah, okay. In in that section is all this other content it’s your DO NOT TOUCH video that you made on the street. It’s the collection. It’s the it’s all of the media that you’re making for the brand that’s outside of the E commerce ready to wear section. So we need to figure out how that’s all going to lay out together.
I get when we look at other stuff. I want you to make that decision based on if it actually makes sense as opposed to if someone else is doing it too, just to be clear about that. Because I know we get influenced by a bunch of stuff out here. Make sure it makes sense for me.
So what do you mean by that business sense?
Well, just in a sense, because I know it’s this like we say a lot of things that I hear that are like, I don’t want something just because you’re referencing it from something else just because they’re doing it that I need to do it. Like I just want to make sure that it just makes sense for me or if I’m already doing something that’s already working, let’s just ignore it needs to be refined like I just want to be very honest about that. Oh, well,
all of you. You’re making it very clear that you want to do collections, correct. The collections are very important with your brand. I was making a statement that I don’t see that as a scalable thing. You’re like, Well, maybe not. That’s why I say that. Because I see you having to make the piece. I see you have to source the materials. And then I see you having to do an event and I see you having to then sell it
but we got to talk about the future I will always be desired. The fight is not for me to always be physically designing
everything to Well, that’s that but it’s going to be like that for a while because until you
do it though. That’s the thing.
No, I know that. But what I’m trying to say is okay, I’m building an agency. Yeah. Let’s say we’re really busy. Can I always be the photographer? No, I’m gonna have to have the in house photographers. Yeah. Right. But how do I do I want to build a business right now. That solely based on me being the photographer, there’s a ceiling with that it’s not scalable. I can only be in one place at one time. So what of what is a perspective on that? Well, I do this thing here to generate revenue, so that now I can move to my collections and hire these people, like you’re saying, to make my vision and then I can sell it. So what I’m saying is in a business model, like one has to come before the other No, no. And so the purpose well, the purpose of the collection, in my opinion, is not really to make a lot of money off of it, because I don’t, but it can. It can it will but it’s not going to be in the next 60 days. Yeah. And it’s not going to be in the next 90 days. Because it takes you personally having to show every piece have to present it have to then have a party having to sell directly one on one. Then from there. What is it do now you got to fill the orders you gotta get measurements and do all of that. It’s a very unscalable project for you right now. It’s not scalable, and maybe you’re having a hard time on the way I use the word scalable. I think about something that’s scalable is something that you can get other people to do. And you can then outsource things and you can expand and make it bigger like right now it’s not really I don’t think that’s really something you can do in that phase one.
Yeah, that’s what this marketing agenda is say.
Yeah, no, no, I mean, like I said, it’s like a crescendo.
Yeah. Eventually got to this thing. Yeah. But it’s not like this is an afterthought. It’s still, it’s still important to kinda like put it in people’s face to like, this is a concept. This is a concept and then at some point, that’ll take over the radio. But right now the radio where it’s what’s going to drive the money to make this
possible. Yeah, I mean, that’s just the business sense. I get that for sure. And I’m not against that, you know, because I gotta make money. You know, at the same time, because the collection, output is a lot more heavier. So,
my approach on marketing, why we would use the collection for marketing is exactly what you said. We use the writing that we’re using the collection part of what you do right now, to generate that. Buzz, the excitement and all that stuff. And we even said you want to have ready to wear, you know, before that. So the point is, our marketing agenda and how we tailor our our resources are not to sell phase one collaging. It’s not to sell that we’re going to sell it naturally. But our marketing effort isn’t solely driven to phase one. It can’t be no because it’s not it’s not we have no real unless you can find like you know, unless I’m wrong on that. I’ve always asked you about that. I don’t understand maybe you just do collection and you sell only collection and you don’t do ready to wear but now you’re kind of doing both. And I’m always wondered like, do you have enough customers on the collection side to make you know, $400,000 next year,
done, right? Absolutely.
Well, what does it cost to do it right? 400,000
doesn’t cost that much at all. Not at all. Because like I said, it just really, for me for the collections. Honestly, I have my clients so I started to show him our clients already reached out to set those appointments. And they’re already there. But former to to scale, my client base, you know, that’s when I do have to call on the public relations person because they helped me craft that in the way how they digest that and how they come to the table to that to be able for that to be because once that happens, I have that part of it in them that even that brings in all the other stuff. They’re like influencers celebrities. But when we’re talking about selling it, you know, the public relations part of that and who are those to actually help me make that happen to where they’re coming to the table to buy the collection that allows me to expand even my client base in the runaway side, for sure.
So this is a marketing pitch deck setting up a lot of information about what we’re about to do. But as you can see, I’ve dug in on a couple of things on purpose here. Because we have a huge disconnect between this and him. It’s really white guys. We’re thinking about something very different than what he’s feeling. Yeah. And that’s a big problem. We’ve we are going to spend $50,000 Like a blink of an eye and we haven’t sold that thing yet. So in my opinion you start adding phase one to this. I mean, we could spend a quarter million dollars like this and maybe not see half of that back. I don’t know I’m not in the fashion business. But as the guy who’s writing checks and who’s helping and doing all that. I’m just saying to you, we cannot have five different agendas at play. We got to have one very specific goal in mind for this year. And that everything that we do on marketing, every single thing we pick and choose to do feeds a sales result otherwise we can’t get to the next level. No I’m so so like no no you are saying that but like
I think I’m separating things that I’m not separating anything because it’s Smith the second you know, yeah, today it’s like we want to say it in a way like it’s be collaborative with myself just to better understand it. Like that’s it’s it’s me, you know, it’s Smith the second it’s still a brand and even phase one. It’s a part of that, but I know that as of where the business is right now. Phase one is over here, because it’s like I have to sail in don’t have to feel like this to get to this. We have to get this to get to that. Yeah.
I can’t take on like vodka and brandy. I can’t take on vodka, Brandy and whiskey right now. Yeah, because I have to sell that wine. You know, like, I can’t I can’t execute the other five parts of my business plan because I have inventory up the ass right now. And I’m like, oh, what I’m going to do. It’s literally the same business model is what you’re doing. Yeah. And I may be left with like 150 cases of stuff that I can’t sell. Now I gotta liquidate it. I gotta just give it away for cost or so that’s the same kind of that’s how fashion is. So I’m just saying like, if we have if we have $1 spend on marketing $1 spent on inventory. Where are we going to put that dollar spent if we shoot off our shot on, let’s say, phase one that I got? We got to be able to say okay, well the reason why we’re doing that is it’s going to boost sales here. And we’re going to also get a little lift on the hiring clients here which is going to come full circle back and help us within the
confirmations that are happening prior to even getting it out there. Yeah, if I’m working with a public relations person, that plan for how we’re selling is already made before we even before you do the show. Like we already have that together we know what date we’re going to do this all we know like
and that’s public relation person is someone we have to pay right for the Phase One Yes. Okay. Then what do you what’s? What is that you thinking at a cost like 1000 2000 3005 project?
So yes, you can do a retainer or by private we can do it by project if we get through that we get to that and
she put a number on it for you
before Yeah, I think because it makes sense Andros is just throw it out there. Yeah, but it’s definitely I think it was a want to say it was like eight Yeah, for PR Yeah. Geez. Yeah. Yeah. So does everybody kind of get my drift now? I don’t know how
much you spend on your merchandise. You spent 20k Right.
We’re probably 28k right now.
shorten this and create keyfacts without loosing meaning:
28k. But so it’s we’re talking about about
3500 hours and shipping. Yeah,
why? Like one of my initial question was like, what part of of course like we have to look at the entire brand and like the entire brand, but when I’m developing a marketing initiative, that is specifically for ready to wear, not the runway, like because then if we start, then that’s that’s why the presentation is like here, here, here, here here. Because then there’s all these different aspects to the brand. I don’t know.
I’m trying to get clarity on because I feel like one motor just said I’m kind of separating things. I’m like no, I’m just keeping the same. But then you’re saying this thing, which in a way separates the agenda of the project for this specific thing, which is also we’re trying to grow so yeah, like yeah, that is
like, I think we’re trying to do like a brand new set of the website and I think we’re trying to give an instant vehicle to sales through some sort of merchandise that can be sold. That isn’t pushing something out there. I’m not saying that Phase One shouldn’t I’m saying all of the collections should be on the website. And I was saying you should put them in a category of some kind, call it explore CALL IT projects, whatever. But they are not the driving force behind the brand right? Now on the website from our marketing pitch. Our marketing pitch needs to be more focused on how we get to like scalable sales so that we can do phase one and if we don’t get to scalable sales with a ready to wear Phase One gets pushed up. Yeah, it’s just
insane and that’s why I understand that’s why I was just like some introductory things of how we launch the website. Yeah, it’s like whatever we’re currently doing and working on that’s what’s takes precedence.
Yeah. But I mean, it doesn’t mean that the idea doesn’t shift and we say, well, phase one should be the strategy and we go yeah, it’s actually a Christian
though. That’s why I say shipbuilders intended that in a very seamless, cohesive, you know, I’m not saying it’s like this broken up thing. You know, it just definitely crescendos into that once we get to that, you know, so yeah,
so we got to know like now Yeah, where we want to put that on the website by once we get to there as well sure. Now we need to know that now before we get there. We’re gonna have some redesign occur. So we’re like okay, what would what is it? What doesn’t make sense? Let’s put that in the center on the website. Yeah, just because so like this yet. I’m just gonna end it here. I think we’re all kind of like understanding where the source of like confusion and concern is, I think that I would like to see on the website, a section for collections, all your other media that you produce, all your ideas that represent Charles separated out under its own navigational link, you click it, it takes you there, and it’s more of a presentation on what that is. Okay.
Okay, now that I understand. Yeah, prompting says fine. No, give me I’m just saying I’m just saying, like, because I only get resistance if I’m not. I like to word explore or clear for me, so that’s why you might feel that for me.
I don’t feel like this is all part of what’s the presentation moving into a workshop? Absolutely. But yeah, Chris is bored. He can you can go skateboarding.
But ya know, I mean, whatever we come up for whatever that’s actually something like projects explore. Like,
if you’re talking to just sort of the the title of the website.
No, it’s more than that. You deduced it to that, but it’s not. There’s no more than that.
Let me rephrase that. This is what it’s supposed to be. Talking about. Okay.
Let me simplify this. The two of us are basically the gatekeepers to the to the project. You guys have been working for over a week on it. And it’s our job as the gatekeepers to say, you know, maybe we need to shift some things this way, guys. Yeah. And then you guys go and do that. Right? Yeah. So that’s what’s happening here. Either way. We all need to be
in well defined. The function of that is firm similar is a case study done at a marketing firm. Any past project we want to collect, right and we couldn’t collect all the information, all the videos, be put patch them together. So they’re going to be presented very beautifully. And these are purely going to act as credential builder. You know, when somebody looks at your website, they can be reassured that you know, he’s been there for a while he’s been doing that. This is a real like i He says it’s a real like, oh, I trust it. No, no, it’s not it’s not some guy
that I had them on there for the longest time. Totally forgot about I just made the sale but it looks like the D ones got sold. I put them on like member I put those on, like
years ago. Yeah. Yeah, no. Yeah. Yeah. Fuck.
Can you turn not everybody’s wearing a sweater reality matter of fact you don’t leave it I’ll go get mine sorry
yeah, it’s a lot collection works with me. Let’s proceed with that. Shit.
Yeah. That’s all like that word of like projects explore connections. Because again, every collection has a name. Yeah, but we’re trying to just for the sake of it, maybe just visibly more. Cohesive like this. Yeah. Then you can say projects and then it can be like collection, field collection phase. 18 like whatever you know. So for the sake of cohesiveness like that’s
Finally, we can go on to the competitor analysis
smart. The second is no, they’re the one my they always say three decades. So I know about just to be clear
okay, you know, um, this might be a little nitpicky. But the difference between let’s say her unprecedented Balenciaga. The words that I would put up front would be like, global presence would be the first thing in that paragraph as opposed to like, strong brand identity. You know, like, when I think of the differentiating thing in terms of strengths is like number one in that paragraph should be global presence. Do you understand why or because they’re like everywhere, right. And then of course, the partnerships, you global Pressman strong financial performance, but they also have a big strong celebrity as well. So and then so like, yeah, Alexander Wang unique and edgy design. I think high profile collaborations and strong celebrity would be the first thing in Alexander Wang. The unique and edgy designs is kind of understood, right? That can come later in the sentence. But I think you want to put like the first thing I should read there is like the three strengths to differentiate the two so
yeah, for this certain thing that is self explanatory.
Strong social media would be Heron Preston, right. I guess, I don’t know. Strength wise, social media. And then when I look at this, I can very quickly go strong social media, global presence, celebrity endorsements, like I can really see the differences and the strengths of
both of the brands like if you go to the social media, that’s what the screen is.
And I think we need to do a little bit better job of identifying the SWOT strengths through Smith. I don’t really see I don’t know it’s kind of like what would you think your strengths would be like? If you were to like, like
illustrating vibration performance and things like this I mean, if it was hilarious, it’s not something I’ve like super concentrated on. So I’ll say that. I wouldn’t say that. I can do it. And I do. Do it very curatorial Lee I guess, in a way that actually makes sense for me. That’s why we always see that I’ve done it the people were like, I know it’ll be people who will post it in it will result in either like sales or it’s obviously good for press for me and good for social media content. So I feel like even I can do more better in that area, if focused when focused on email, so definitely strong brand identity. I feel like when people kind of balk right I’ll give you the same as I’ve been away you associate just like all black off the grid. And then just even that energy of what’s going on music because I’ve always been very heavily influenced by music have definitely have a cultural part and how I’ve engaged with different communities when it comes to like skate, you know, the skateboarding community, the music community, the art community, so I’m very, semi obviously community, community integrated.
community would be a big word to us. Like, it’s like, yeah, I want to work with you on this page. You and I should work on this page. I have very specific thoughts here. Like under the weakness section. How is it? Alexander weighing is heavily heavily reliant on wholesale partners, he’s got a complete complete ecommerce platform. So I just don’t understand where he’s only heavily reliant on wholesale partners. That’s just simply not the case. Which one is Alex? Heron Preston is relatively high price and limited product range. I think limited product range might be realistic heavy reliance and collaborations limited physical retail locations. Store decided weakness though.
I don’t think it’s a weak. It’s just these poor districts where they are. Yeah,
so let’s work on this to just get this to be more tightened. up because it’s a really important page
visit huge deck guys. I know all right. Competitor Analysis comparison. fashion brand, urban AG. Okay. What’s the purpose of this?
Just one night to see what they’re the like. It’s not walking. Let’s move the next slide.
Yeah, I do. I think that you tighten up this. You don’t need this next slide.
This positioning like top and bottom is hard quarter and the bottom is street where the left is classic, classic fashion and righteous exponential and it’s just a shot of two dimensional shot. I like this. This is pretty good. School. This is
shorten this and create keyfacts without loosing meaning:
yeah, this is a good this is a very good quick visual. So
would you put Smith the seconds current position on this as well? Or no?
Just the next slide, isn’t there? Yeah. Okay. He put like the lines kind of were
buggy. But wouldn’t it be important for me to see it here with these other three comparisons because it’s an
analysis Yeah, I was hoping to do left and right kind of can tell where the thing is exactly.
Why would I want to do that? So this okay, this is how these presentations go. Picture me stage fit 10,000 people showing a slide. Once I’m done with that slide. Yeah, it’s done. segue into the next topic. Yeah, there’s no toggling back and forth. Just think about presentations from that perspective.
Yeah, but it’s awesome to see very deeply into the next next topic brand positioning, and you feel it it does that. Yeah, it just seems kind of slide. It’s a nice segue. But I think what I could have done is basically you see it in competitors as an overlay underlay.
Well, I mean, just like it’s sort of like one brand positioning worldwide is experimental streetwear phase one is good couture.
That’s not usually how that’s done. But it’s usually done more in a sense of the brand. Like because even though I’m maybe a smaller frame, I’m still competing against in this. And it’s also not like I’m still competing, even though it may not be big, but it’s still there.
The metrics are not a whole influential in such metrics at strictly classical experimental streetwear too hard to quarter and it’s you definitely fall and it seems that
this person when I guess for the sake of me like thin this, wouldn’t my brand still be in there with them?
Yeah, of course, because you’re you’re Yeah,
so I would say just one slide and then show second like this. If you’re going to do a more resume, that’s correct. If you’re going to do
get into position
for like me being in here within
the resume, know like where we actually placed you in that track.
So, like the worldwide slightly McLemore classic, the inherent present, same level of streetwear and how to culture. When you go to the next slide. It’s slightly below balance, you know, one back, one back, your face one is slightly below Balenciaga, in terms of halting could turn, but it’s more experimental, it seems, but it’s more experimental than
the second it just would be like right in the middle. Okay, so I see what you’re trying to do, because it’s between you know, it’s always between experience
collection, positioning and that’s brand positioning. So I would definitely put Smith the second in here with that, that if you were going to do a zoomed in view, specifically talk about the, what he’s selling and where it falls, as opposed to the brand. So global This is a global view of the brand ad spend a second and this is the what he sells,
if you were to average it out between phase one and two, the word about this is where we put we need
to fix these two slides. So getting feedback, and then decisions. Okay, well, just to be super clear. Phase one does go into this presentation.
Yes, it does. Why
don’t like have this solely been just going based off of like, what I’ve been thinking that we’re doing, I wouldn’t have put phase one in here at all.
Well, understand one thing go back to the first slide. What is the first slide about it’s a it’s a brand it’s for all of this with the second brand, just so by default, it will capture everything that it’s doing what it shouldn’t do is provide some sense sensibility to its findings, right? So it analyzes and then slowly paints a picture of its findings through that analysis. Right and it kind of leads the viewer to understand what the conclusion is in the findings. In provides overview, I understand this is very overview only, but I think you need to add a little bit of time in terms of the conclusion to the findings. And yeah, that needs to be done. Well, I would just put in his actual customers who they follow him on Instagram, so their awareness shifts, so otherwise, we think it’s the right idea, I think no, I think in this as well that you definitely need to have phase one but like, I think it shouldn’t say phase one or worldwide I think it should say like, you know, ready wear collection. Like he does hats. He does all that so this slide you might want to put some of the items or like so you have the brand positioning and then you have like where the items are positioning up alongside that. So that would make sense. So basically
it would taste one would be the couture and the worldwide would be
like a live positioning. The line is that’s what phase one is alive, you know, worldwide is alive. Yeah. So it’s so this
is like what it sells the step positioning of it’s what it sells. That would make sense because you’re trying to see if the alignment of the brand is connected to what it sells.
I’m sorry, it’s more like not in terms of details but in terms of words position, yes, classic brand versus an experimental brand, ya know, streetwear on the bottom, higher couture on the top.
By default, I would say you are in the experimental category. For the hood couture and the earth contouring and ready to wear. It’s all very experimental. I think it’s all leaning on that side, which I think you have,
which is I think the only one that probably is a little bit more experimental would be harebrained by a tad in terms of the street in terms of the street web category, but you’re definitely more experimental in terms of accelerating
but we did hear based on Morales Yeah, he likes that experimental so that some of these things that we may position him a push on more push Phase One more into the experimental side
effect. I would encourage that because that way we can sell fewer pieces and at a much higher margin. Yeah.
That’s good to put in. Yeah, yeah. This recommendation
encourages the recommendation encourages higher price tag, lower volume,
moving into experimental more, or leaning into that more because it encourages higher price,
which solves that scalability problem. Yeah. So like if you so would it be so on your top phase one piece, let’s say one of them. Is it unrealistic? For you to position your price on that? Next to Chanel? Like why why like I’m looking at them Are you doing your shoe was $4,500 Why is it not realistic to see one of your pieces go for 15 $16,000
is not realistic?
Is it Yeah, is it why aren’t we positioning it that way on price? Why are we just saying if you want to buy this, this runway look, it’s 18k
No, I mean, that’s definitely possible.
Why don’t we just do that? Because that creates a clear and then solves that problem because you only need to sell two pieces and you got it
you know, right and just to be like I feel like now I’m kind of speaking from the essence but like creative side for sure. And the business a little bit obviously because that price but of course I you know I’ve done the pricing according to the trim price of what it costs to make it for sure. And and obviously the markup and everything you know in this time was to actually and again because all it comes down to is the materials or how it becomes that much. Literally Indian obviously you know what we raise it to because Chanel, there is like I said as again as it sounds a personal shopper was like I’ve been there where we’ve made stuff for clients like so I could see how much it probably should have cost but I can see how and why the price is almost 10 times more than what it probably really is, you know, to some degree if you’re buying the break. Yeah, exactly. We do that for you your fucking name. I don’t feel like I’m there yet. Just if I’m being honest, I mean, I don’t know. Like I feel like I’m in route to getting to that for sure. Which is why like my price was already for the collection stuff is already like in the 1000s and I’ve built enough of that where it’s like people constantly paid in that range for sure. And of course if I am doing some and add one more piece that reach up close to that like $10,000 Mark for sure. When I’m doing something very very like time consuming in design when it comes to the more yes I put in more markets for high end dress making steel step to the test for real when I start having to add in corsets and all this other type of shit. For sure if you ever see into that range for sure. You know, so I’m not saying it’s not possible because sometimes that’s just the number it’s not even about if it’s possible or not, you know, and they but that’s a very so let me know specific
moment. We add some business thinking to this are we trying to encourage sales with phase one? Are we trapped? What are we what’s the what are we trying to accomplish with phase one?
I mean, definitely encourage sales. Like I definitely want to be able to sell more of my high end items. So that way I can skill more of the higher end side of my business because that’s where I started that’s what I do. That’s what I am that’s what I love to do. And that’s the part in majority I all in the future. I as a designer, I want to just do that. And I hire other designers to help me with the writing right of course I’m co creative director so make the decision and final say but eventually like that’s what I want to be mainly focused on in the future. It everything else is just good because that’s how literally that’s how every house works. They have a creative director who craved the rest of the whole shit. Not just the clothes, Creative Director person designed and created the roof. I don’t use everything all across the board.
Are we building a fashion house still in the business plan?
I mean, that’s always been the plan though for me. Okay. Yeah. For me. That’s always been what I want to create here. For sure. But I understand that, you know, it takes a certain kind of plan to get to that, you know, obviously those houses they came to their situation with money off the road.
But if you want to interact with me over here, participate in it’s going to cost 10 15k. So
anything is and that’s why I say like, in to present that, especially with those numbers, I know. I just love the people that buy that how that has to be presented, you know, not even the same. I want to do this whole dinner in the shooting for them as presented and do things like that I could do that. But that’s also that’s why the lookbook becomes important. Because now when I’m dishing this out to like style, whether it’s personal shoppers, then like all but then even not just the lookbook there is a level of service with that to some degree. So we’re like the stylists may pool for me to present to the committee. You’re gonna spend that kind of money conversation person, like I know at least seeing that person even if they don’t try it on. You know, sometimes I have like a model that we’ll try it on for them and they paced back and forth. And
I think we need to go there, Charles, because you got all of us involved. Yeah. And you’re at a higher level now for this big announcement and stuff. I agree. I think to see a price increase would be perfectly adequate. How much of a price increase? If you were to look at Valencia Agha and you were looking at they’re ready to were selling for like three and four grand. Yeah, there is no way we’re going to position phase one. at Valencia is ready to where price is not going to happen. It’s got to be above that maybe somewhere in between, somewhere in between. But I think like if you’re looking at a full on like some of the stuff that I’ve seen you make over there is a much higher skill set, but I never seen your name before. And my perspective is the amount of money it’s going to take to put that out there is pretty substantial and how many pieces do you think you’ll have been there? 1520 How many pieces are you trying to make in the face one
shorten this and create keyfacts without loosing meaning:
look was my number is 50 5050 looks.
Okay, so this is called linear Balenciaga. Right 50 Looks
meaningful 50 individual office so
Hola. Hola, 123 I’m just trying to understand it all. 12345 So
that sounds like a lot but it’s nine 910 1112
If you have something to store and then you have to look collection 1314 15 Six, so do you
want 2122 20 Look
at your custom
design, make some of those designs, and I’m selling 12 MCS and sometimes that’ll be the only time that emissaries 30 That’s why the only other thing with a collection is that it comes in different colors, or that can create a custom to
the wordings or you
know, it’s it’s the model. It’s like model house the the the but you’re making 50 outfits. It looks Yeah, and they were
well that’s yeah I think the answer is like stitchings.
Yeah. Valencia has a designer. Exactly. What if we did 33 Because that’s your magic. No,
I mean, no, I use it. That’s what I’ve done in the past for sure. But it’s not that like it’s just for me to complete the idea. That’s what it comes to. So that’s a lot of work. It sounds like it but it’s
how long does it take when I
when I have everything I need to actually get it done. I move very quickly. Yeah, that’s what I’m saying then like that’s not that’s why I say it sounds like there’s been a slight because there’s because I’ve already sketched everything out to
take you to lunch or to outfit from from zero to a week. He says no one outfit is one week. It really
just depends. If I have the Wi Fi to wait on third. Now that I have everything it doesn’t take me that long. But if I’m kind of having to move between things, but what I have to do collection I’m very that’s all I’m doing, you know for the enrollment. So usually I do like at least one piece a day type thing we’re talking about.
I ask you a favor. If I got you like one of them will clocks that stop and you stop it and started
like so that’s how I determine the price on the you know, my call sheet and stuff like the labor time would you say
like Yeah, so like I think it’d be kind of good for like, you know, chess players like how long it takes you so like, because you may you may pick up a piece started on that today. So work on that, because it’s important to know how long how many hours you have in each piece ya know, like I like to know the exact number
like if you look at files and the files that shot out but my Chris, if you look at the files with the call sheets, it’s in there. It’ll tell you the labor of hours it took for me to make one piece. How much does it usually take you though? It depends every like eight hours, six hours. You might want to think beyond seven pieces. I mean their jacket jackets can take up to like 18 hours because I was gonna just more
so you what you’re telling me is that the 50 pieces times 18 hours.
Let’s say the average is cut out
we’re talking about nine average 100 hours. We divided up in a 40 hour workweek. You’re talking about 22 weeks
in 10 steps is why I said it’s not scalable, holy pushback. It’s about available time. How much time do we have to do something and we don’t have five of you. We have one of you unfortunately and even though you can do all the designs we don’t have the money to hire people to to execute that unless you made me we go over here to the bizarre and be like hey you know, get ourselves a couple of older ladies that have been doing Kenson yet outfits that have the skill set, but can maybe that maybe there’s something we should look at. Maybe there’s something to think about it. Yeah, it’s true. So
I was like, spirits. There’s certain things I don’t know how to say in words. You just gotta trust me. That’s why I’m like there’s certain things you just got to trust me with that design. Just let me do that.
What was the thing that you said that exactly? You said higher margin smaller?
Yeah, no more experimental high emotional charge for my experimental stuff.
We just did like a specific like high emerges monitor.
Oh, hi Amara small turnout or turn delivery. derivable. So it’s been like that. It’s talking about like having less designs.
Yeah, less is freezing. Yeah, because I see what you said that it’s just like having 10 very strong looks
yummy. Meaning it literally you literally want to compete against Valencia fans Yaga Yeah, you’re literally
that’s because that’s what it always has been for me. It was one thing when I wanted to be a creative director for a brand but I was like, Whoa, I understand the infrastructure had to get there now. Do it for myself, but I also know what name I’m paying. But it’s like, that doesn’t scare me. That doesn’t deter me from wanting because the thing is, I also know how the visibility of this work. It’s like, it doesn’t matter how big they are and how small it actually does not matter. Like it matters in the sense of it is what it is. But it really doesn’t matter with regards to like, when you hire this the light team of people to actually make the bottom line up that part makes sense. It works.
I have a different proposition. guided tour if you can give me cuts, completely unique cuts that I never can get, let’s say a hoodie shape of different cut that it’s with maybe a flat like a like a pocket or something that I cannot get from
Yeah you can’t get this if I had a cut really? Yeah.
Then you take this you get from China humanity. You bring it to the United States and then you customize it. We’ve done that already now. Now you can do vinyl, a craft vinyl This is the blade.
This is the blade. This is the whole blank.
This is the wholesale lesson the part where now I’m detached from my not detached but I’m really proud I have
is with the tag of putting it up on a blank. You can’t have that type of low okay, you need to modify that, but it’s more subdued. Yeah, for sure.
No, I mean the point of the plank is not to sell the plank but to be the only person that owns that plank. So you have a head. know if you have if you own the blanks if you’re the head of the planks, and you’re exclusively the only person that makes makes that cut off shirt, you suddenly have a monopoly, you’re saying same thing. Okay. Design.
Do you understand how expensive that’s going to be from a legal perspective? to own that? Yeah, I’ll act like I’m some kind of like a guy over here. It’s got pockets, piles of money. Every idea I’m hearing is making me dizzy. Isn’t that just copywriting that every piece is trademarked, which takes 12 months, just $550 per piece just to file the application not including the cost to debate with them
the pattern but pattern Shawn says a magic ability to put output dudes dependent troll I mean, he can literally out compete the knockoff people meaning if he’s fast enough and producing more designs better
off taking those designs and go into good and then saying we have these new designs would you like to put your name on it? We’ll sell you that intellectual property. Yeah, selling intellectual property. They’re gonna say, oh, okay, let me take a look at it. That’s really fucking great. They’re gonna make two tweaks. I think it’d be inside their own shit to say we’ll do it ourselves. Of course. Sarah,
h&m, of course, I’m gonna knock it off. That’s the whole game. That’s all. That’s all they can do.
I honestly forgot about that. And that is the blank model is not in here.
It’s the most important part of the scalable model. That will be important for sure. And we don’t want to call it blanks. We have to create a name for
what because this is why I’m like I only thought it was like you’re very aware.
Look at me. Look at my brain. Look at how I’m wearing this right now. Yeah, it’s great. I don’t necessarily know that I really want worldwide on my shit. I know I’m like some this is maybe someone maybe I’m not buying the blank because you know I’m not buying the blank because I you know, want to make a business out of it. I just want to wear the blank.
Wait, that’s important. So it needs to
have a name like essential or it’s a whole this is a whole nother line. With worldwide we got to come up with a name for this
so people can buy the blanks to the better
the whole like, for example, the way blank wholesalers do. They have that funnel on like reporter they have their individual but you can buy them obviously they’re priced in the Old Central, how are you gonna have a wholesale portal specifically then they approve everybody will be a part of that, you know, and then they sell accordingly because you have to the wholesalers have certain minimums and
you know, this sample is not a blank in my opinion it is a blank it’s a step into the idea of blank, but I don’t I thought about it. I want this to be split the second coat with a word on let me say this word doesn’t have to be that. Yeah, this is Smith the second essential. Yeah, okay. Okay, this is the non label stuff. It still has little attributes in here like this with the second tag. It still says I don’t know what it says say worldwide on here. What does it say on this one? Is that from your Is it yours? st the same All right. I mean, this is the same tag. What about worldwide tags? No. It’s just the same tag. Right? Okay. You got a different tag? No. Okay. We’ll have to change. Next Toronto. I think the tag for worldwide it should say in their worldwide
why it’s alive. It’s like That’s why every employer
or whatever, what is do not touch it should say do not touch. No. No, but I’m trying to tell you something here. This only way to differentiate this cut from worldwide
but those are the same cuts.
That’s what I’m saying. Yeah, but this is not worldwide.
It’s not It’s like one tag handler it’s like a tie but then there’s like this little other tag that’s like essential couture
does like a tour they like put a specific tag like in like the sample piece, like a specific collection of like what that line is. So is that is that what you’re saying?
I’m just Yeah, I’m just trying to say that what it has the graphic on it. It’d be nice to have that differentiation to match what’s on the website and then this can actually be a whole nother very quickly. You can split up it’s within the worldwide cut. But it’s like worldwide essential. Yeah. So you put the word essentially
h&m Does it where like they have their h&m tag
I know it’s the second Oh, okay. You’re saying worldwide
is that’s what the second anyone know worldwide is just the name of the line. Okay, so
we’re on the same bet so line
Okay. Smith a second. Is the brand. Worldwide, is the line. Yes. Can there be a worldwide and a worldwide essential? Can they can there be that idea? Why is there why are they getting tension on that? Why am I designed pushback. It’s it’s a it’s a another part of the line. It’s just another as
is a time for a valency Agha Couture piece and the tag on the ready to wear the same or different. Okay, that needs to be different. And then within the ready to wear, we can put so you’ll see I’m saying like those have to be separated and
ready to wear. Okay, so they’re couture is one tag,
one tag, one tag. And if you want and I think Essentials is a whole separate tag. So we have three, two tags. I think there should be three tags,
shorten this and create keyfacts without loosing meaning:
maybe 10 tags eventually but what I’m trying to point out is this to me my idea after wearing this feeling it I was like I wanted to say Smith a second but have that connection between what it is and Smith the second. So right now it’s just a Smith the second it doesn’t tell me anything about what it is. So like, like Alexander Wayne’s got like his black label and he’s got like okay, Hugo Boss, orange label green label. You see I’m saying like it’s got it’s all Hugo Boss, but they’re kind of like yeah, or whatever. I’m just I’m just trying to see you like for me, this is possibly an opportunity to have the same cut. Have it within your collection. But be more on that like, Hey, I just want I don’t want logos and stuff. That’s a whole crowd of people that like that. Or maybe just have one little thing or something like and you already have it you already have it done. You just I’m just saying make another tag for it. So you can differentiate it from worldwide or if you’re saying it’s a part of your life. That is not different. We make your worldwide and then your worldwide essential.
Smith worldwide is so the second Blake’s are still Smith the second that that would be the essentials idea.
Yeah. All right. I see lakes can’t be featured on the website. Well, it’s a wholesale portal why again?
There’s a wholesale side of that. And then there’s that actual ecommerce side of that of those pieces that we can have. Because that’s a different light. It’s like like the whole sales like whole program and so basically yeah. So that we have to figure it out.
So that I think it’s really well is like not want to do wholesale on this. Yeah. But it makes
a big misstep that if you do wholesale on it, it’s gotta be like, further down the line after the launch. Because you’re basically telling everybody at the same time, especially,
I mean, that never was a more and later idea the wholesale part of that, because I definitely want to introduce blanks as more of like, but essential situation I
but we have stuck in this correct? Yeah. I’m trying to say, I’m trying to say as opposed to using this as your blank, which was the original plan, because that’s what I heard from you. Yeah,
I mean, it’s just the word I guess I don’t know. Why don’t
we just sell this as Despit the second essential
on your worldwide I don’t even know where to call it like I don’t know what
the that’s r&d research.
What brands do per collection if there is let’s say they do. A hoodie is like hoodie, t shirt, whatever. There’s always like one that’s like super graphic out. And then there’s a one that is literally just the logo like just the name of the brand and that’s it. And then like where it differentiates it’s like maybe the different color for that collection. That kind of thing. But it’s always just like the brand, like just very simple. Nothing extra, no other extra graphics. That’s the type of thing I would buy like, I would want to support your brand, like but I will wear graphics. So
essentially that’s why I like this about fear of God which is the brand obviously as essential as this kind of stuff that subdivision of the brain. It’s like because I still want to give a creative like these ready to wear pieces like that. And they’re still in there too. And they’d be very like cohesive in this way like that. Like if I do this. I do love like because I’ve been I’ve always wanted to do this. Yeah, he just happened to do it first. But you know, it’s like that’s something I’ve always wanted to do.
I think you do it. I think you launch it with this. Because what the reason why I’m saying that is because now we are not limited by the design on do not touch we can offer like a more advanced like you basically can capture a sale
and that’s why I say do not touch as a concept. Why so that’s why I get it. It’s there. With that. That’s such a think about it as far as like that is the art side like for sure it’s the business side. I included intimate the second because it started as a line. That was a runway collection. For some different second and he just happened to evolve into c’est la vie. Yeah, so there’s into these other things so do not touch the concept within the brand and I use cheeky I guess the rally that sometimes makes sense.
I meant to say well, why Yeah. I said you’re not sure why. Yeah, so what I’m saying is in the worldwide hoodies the basketball graphic Oh, yeah.
Well, that’s all global with it. Well, graphic. Sorry,
the globe worldwide because it’s a world got it. Just bear with me. I’m not like No, no, I know where I’m sitting. You’re saying the same thing. I just chose to say that because I don’t know. That’s your kingdom my mind. Globe graphic orange. You have there on your head worldwide. Yeah. You have worldwide and you have worldwide essentials. They’re from the same cut. The clothing is from the same cut. One has graphic on it and one is essential. Just to have like, because you’d like to cut still worldwide, but it has a different little tag or a little different little thing. That’s all I was trying to say. Think about it. The reason why I’m saying it if you want to go a different way with it, great. The end result for me is you have stock in this. Yeah, that we’re going to take pictures of there is a whole demographic of people out there that don’t want graphics on their stuff that want little smaller minimalist graphics. I don’t mind if it’s a graphic, but it’s minimalist. It’s very like subtle Yeah. And that’s your opportunity to kind of like pick up both of those people within this within this golden light. So I was trying to say no,
I think he’s just I know originally I would think something like a minute. Yeah. And
originally I think you said well this is kind of like for my blanks. And now that I’ve been thinking about it and looking at the pieces and wearing it. I don’t know I think that might be a little bit of a mistake because you’re opening the door to, for people to interact in this other way that’s going to be counterproductive to worldwide sales. And yes, they might be buying 10 or 15 of them. But now you got a bunch of bozos out there with your cut on worldwide.
But there’s another one I just said very beginning. Like you you have a monopoly and if you want to cut you have the monopoly on that cut, meaning not meaning you can you’re the only one who can get this affordably to the United States. And let’s allows you a sense of exclusivity of safety and therefore you can if they want to have that cut, you’re the only person who can provide it. Yeah. This becomes a canvas a blank canvas. For you to do your forever mortification for pop up shops for tanks. Whether it’s heat press vinyl graphics or ham tags or embellishments. Now don’t get
his clothing isn’t design is not being put forth from a marketing perspective for you to buy to be able to do whatever you want with it. He’s telling you how to wear no of
course but he’s the designer have his own blanks that you you buy.
Those are glass and you design blanks the exact same this is not a blank
this is is
it’s a world wide cut. What I’m saying is you can’t have a blank with the same cut of a line. It’s got to be a completely different cut. So what I’m trying to say because I think it’s going to pirate and pull from the sales of what you’re trying to put out there which
is good art. Let’s say you got five
you said the quote of the line. You said the cut can’t be the same.
I don’t worry. I don’t think I don’t think I have no dog in the fight. You can overrule me and say no, I’m gonna do it this way. But I want to be heard.
Yeah, I guess I’m trying to understand what you would be this
this particular hoodie with its pants with the pocket. Yeah, that goes with it. How I received it doesn’t have a graphic on it. Is Smith the second tag in there? Yeah. What I’m trying to say is if you decide to sell 50 of them to a wholesale partner, and he puts some other logo on there. I personally feel like it takes away from your mission on worldwide.
Yes. I feel like what you’re saying I feel like you’re right. I feel like it takes away from the mission of Smith a second and where I want to go with it for sure. In regards to that I inside of it the exclusivity side that and I hear is you saying that the wishes like I get that. And that makes sense because I know initially the why I even did blanks in the first place. Absolutely was you know, because I didn’t think about that and again, even I can have an idea where it may start like this. It may evolve in that might change because again, it’s still good to hear other people’s opinions about that idea. And then see how I feel. You know about that. I mean,
I watched the Tick Tock where I forget the name of the brand, but the boxes had spent the second on it. They’re all blanks. Yeah, they were going into a store. Completely different store. They’re being sold for $42 but the actual store with the same name, puts the name on it is over here. Selling for $300 Yeah. Somebody took a video of the boxes going into the store. Yeah. And we’re like, why are you buying it? They’re just buy it here. Yeah. And then it I saw that I went oh pump the fucking brakes. Yeah, in my mind. And then I started to think about this. And I’m like, Okay, this is a very unique look. It’s got the pocket. Yeah. If you didn’t have no, absolutely. If they didn’t have the pocket, I would be like, well, you know, but it’s got the pocket shot to fit. What I’m saying is I don’t think it’s a good business decision. Yeah, to offer this as a whole sort of right. But we have stocking blocks on how many I think it’s still a good idea. Yeah, they simply say essential.
Yeah, I love that. But what I’m what I’m confused about what you said it’s only a worldwide line and not like
well, he’s he considers this with the globe worldwide, right?
I mean, why? Because it’s the same credit as the worldwide line.
Well, let’s just Yes. So the essentials card is going to change every collection or every really essential that is offered throughout
this here. If Okay, wholesale was adequate. We talked about just this year, the blanks that will we wouldn’t call blanks anymore at this point. Now, they just go into the range of where they can go into and ready Exactly. Because this like even if we’re going off an example of what’s right in front of you and I’m looking at essentials, that is red, this is ready. To wear the essentials. Yeah, you know, so this, this would be my essentials, because I’m getting to where he’s at right now, in regards to creating even that because even the ideas that steal from the collection, that’s the ready to wear that goes into
say, if I was navigating on the website and I typed in worldwide, I’d see this with the graphic on it. And then if I was navigating the website and they said essentials, it would show me this without it right without the graphic on it right. So so this is the other thing,
this is where it can go either way, right? So like if this is gonna be a cut, that’s available throughout the history of the brand, like as a Smith a second cut, then yeah, it would be an essential thing. But if this is only an essential, cater to that specific line, and then the essential also changes depending on the design of the line, then that’s different.
See, that’s what I’m saying. That’s what I like now dolphin words and like I’m like, I’m all out of here now. Just like it’s ready to wear these ladies this cut we know this that will always be the cut.
Does anybody want to hear what my idea was?
It forever that’s what I was like. That’s literally all
as far as I guess I might have
shorten this and create keyfacts without loosing meaning:
a misunderstanding of what is considered essentials. But my perspective, I just tell you my perspective, but I’ll let you guys my perspective was like that if this was a specific cut based on what you said for worldwide, worldwide would have its own essential if you weren’t if you weren’t providing this in other with other
layers. Another option with a different graph with different graph is what you’re saying. Yeah,
so I would say if it’s associated with a world like make a worldwide and worldwide essential, but if you’re saying well, we could expand it out and say we can just have essentials and I have all the essentials. This just happens to be one of them. I’m trying to flip as I understood it, you made this specifically for worldwide
minimum back specifically for worldwide it will be right the cut starting with worldwide Yes, industry but it’s not gonna be exclusive to well, it wasn’t exclusive for a while that for I was gonna say Yeah, but I’m like now if we’re doing the way I thought it was. Yeah, I mean, I definitely wasn’t it wasn’t for otherwise I would have like planned that to be a part of the part of the knowledge you know, that was would have been one that hold that it’s a project in itself. You know, but that was supposed to be something to like, do worldwide the line sale that they launched the blanks, which would have been like that as part of it, but I’m like if I’m not gonna do that, I can still watch that. And I won’t like create all their display again. Now we’re talking about the rate of where it’s on a creative way to where pieces specifically that also are not like graphic heavy, and then I don’t physically have to make any of that and it comes in different sizes.
A really cute little tag in there and you can really scale it
- Exactly. So that’s not we’re talking about it. Like that’s what I want for sure. Okay, perfect.
Yeah. So just to recap, you’re getting a lot of a lot of these ready, read blanks, and then we can subdivide them. They’re not going to be called blanks. They’re ready to we’re ready to work those into the cooties that happen not to have any graphics on. If you can take them to the US. We can modify them into little batches. Like make 20 different customization. This way it creates exclusivity, that’s where you’re gonna mock up that quite a bit.
You can create really well this customization person has explained to him why that’s kind of a bad habit designer days. It’s just it’s, you know, like how you don’t want to create extra work if you don’t have to, or unless it till because the times I do personalization stuff caters more to what clients get
no, no I’m not talking about customizing to customer. I’m talking about creating special when I say customer limit he has yes limited edition, very highly specific limited edition. You have only 25 shirts of this graphic will never be replicated again.
For know that one session is sold out, you’re not getting it anyway. Yeah, it’s like a cool business model.
No, absolutely. That’s obviously I’m not saying this night. I’m just thinking about the timing in which that
I feel like no, I do. Yeah. It’s you know, it was because, like, if you want to balance something against your couture brand, it’s like, this is the release here it is. Absolutely. Why? Because you’re never going to see
for what we call that. It’s just like it’s almost like a capsule collection. It’s something that’s small it’s something that’s immediate, quick and out there and yeah, hype and it’s done. Like, you know, that’s it. That’s awesome. You know, which is absolutely doable. You know, I’m just thinking about I think, the where that really begins to make sense for me, where it’s at, where that I do if instead I feel like once I do worldwide or once I launch this and then phase one I feel like after phase one, that that’s something I can do because I know where I want to go with that after that, especially you know, like I say my future of Georgia New York show along with the the problems in different cities and stuff, because those can cater to even those situations too. And even obviously, locally why why why
not? What are the problems are just doing it now like implementing
it’s like Thomas, like I’m already stretched,
thin enough, have to do more work. If anything, we’re putting a cap to the work that you’re doing. So instead of doing 1000, worldwide, just cap it at 250.
So you’re talking about the current inventory of what I have now.
Yeah, like what is the number?
Okay, so let’s let’s divide for so yeah, I understand what you’re saying.
Let’s talk about this from a business perspective or a small group or a small company. How do you grow a small group, a small company really quickly? exclusivity? We talked already today about how exclusive your couture line is. Right? And you do understand that that can generate a huge amount of money. Being so exclusive. You are a fashion designer. The second is a small fashion house or a small design. It’s your your summit the second your name is Smith, the second you are Smith, the second it’s associated with an individual, not a house of individuals right now. Right? So all of these ideas also dictate to where we want the company to go. Right? Right now, it’s feast. It’s famine. We’re in famine phase. So what we’re trying to do, and if we were to read that book that I’ve been saying is the best thing you can do is stop. That’s counterproductive. A lot of people think, why would I do that? I’m gonna make any money. That’s what we’re doing. We’re stopping because we need to understand what the fuck we’re doing because what we’ve been doing got us here, but it’s not getting us to here. So we’re interweaving in this, this discussion? A lot of like, five layers to the cake. There’s like business, there’s collection. There’s terminology. So let me just make it really clear on the business side. When I’d see your business model, and you say what you do, you have aspirations to do this high end fashion. It’s always who you are. It’s where you started, but you’re not gonna stop doing that. It’s your art. That’s your that’s that whole thing. Tick. Now we got this new thing you’re doing ready? To wear let’s call it that. It’s we’ve been calling it. There’s nothing that says that you’re ready to wear needs to be anything less than your couture. In fact, it’s becoming a little more clear to me that maybe those things are more closer together than how we we are thinking about it right now. What does that do? What does that to optimize marketing, optimizes spend, optimizes pop up optimizes event optimizes the mission. Right, you want to approach Nike. You want to do like that video. You should be the guy to choose the stuff. All that is in that sphere. But if we keep this big separation between how we see something like this, or from over here, we don’t put that same level of touch that we do on the couture side. I questioned the business model a little bit. Not that it can’t happen. I’m just asking, Why do that why not decide to make a shift and say, well, maybe we just bring us a little closer to this and jam it together and say this is probably the better answer for the business. Because it speaks to who you are. It’s easier for us to get brand messaging out. It makes sense for someone who bought a $10,000 piece to buy a $500 Hoodie. It’s all part of this sphere of split the say. So how would you go about doing that? It’s the question. That’s the debate. How do we go about doing that? The only way to kind of do that? Like if I’m a photographer, and I take a picture. How do I compete with guys who make paintings? How do they compete for the photographer? I’ll tell you, a painter will paint one master plank to take it to a guy and take a picture of it. And they’ll make a limited run of that and say there’s only 250 prints photography. Back in the day as a photographer, I shot on film. I said this is a one on one. It’s a one of one as a photographer I actually did this I haven’t you never read the news article. I have a whole print up about myself. But I’m very I keep all that in my back pocket because I’m not like a brag. But basically what I did I took these pictures I made a show an exhibition and I took the negative every single one of the pictures and I destroyed it by making a specific edge into the negative that I laminated included embedded into a picture window on the back of the picture. So the actual negative was laminated to the gator board of the actual picture. So I had mounted the picture to Gator board so it’s landed it’s called the land prints of Kodak Fuji crystal paper and then we left we learned that are pretty impressive to this Gator board. So if you try to peel it off Gator board picture and then when I was doing that process, I tried to do the backside of it with the negative and everything into it so I put it on a piece of board and all that and all that was embedded in that then when I framed it, I did a cut out picture window. So when you flipped the back of the picture over and looked in, you could see that little message with the picture one of one title all handwritten signed by me I don’t sign in front of pictures. So at the same battery picture, I don’t like signatures in front of pictures. I don’t like it. I’ve done some of it. I hate it. I want all my signatures and my additions to be on the back of the picture with a picture window so I present my art. So we’re saying this could apply to you in your race. Now, the problem with that problem with that now you’ve heard what I’m saying? And let me explain you the problem is
his concern is
you’re going to make 250 pieces of solid, you’re never going to sell it again. That means he has to keep coming back and innovating, making new designs making designs which is really no different than the couture. There’s no way for him to say I made this you can buy it you can always buy Am I right? Kind of
once he had that design and that cut, it’s sending it off to the printer. It’s not like he’s sitting there making everything
I have spoken. Okay, so you know, I’m saying I’m done speaking about you guys can hash it out. You know, the thing
is, I’m not sure that’s not my problem is it’s more so where things are right now. I think like it’s not it’s just I understand my audience. I understand where it’s at. I understand it for myself. I understand that from their perspective and where it’s at. I understand how long I’ve kind of been out of it a little bit too. At the same time. And I understand that I’m okay with Christian doing things because I could see the visual of where it will be going. That’s obviously a 90s ideas of what you’re saying is not obsolete at all. They’re very relevant. They will work. I’m not even saying that that won’t work. I don’t think right now is the time to do it.
Can you explain to ask why you think
because first of all I have for what have you ever released anything like two years?
That’s great. That’s That’s so great. I don’t know. In my ideal world, you wouldn’t do anything until
literally I understand. I haven’t be fucking here.
You and wipe everything clean and the whole like
I understand that but I also know how to crescendo my audience accordingly when I had exactly what I needed, which I’m grateful that you all do. You are here to help me with that part of it for sure. Which I’m grateful for. And I don’t understand like the way that I have seen this pop up is still a big introduction and a huge was in steel going into what we’ll move into between worldwide between the right away and then going into phase one. Phase one focusing all that shit from never be there to me well to do a show in New York like this is the part where you got to trust me.
Well, I’m not quite getting the argument. That’s the problem. If you make it. I’m not understanding. So I don’t understand how anything what you just said applies anything that I said. All we’re talking about is saying make some exclusivity with you’re ready to wear. Yeah. Why does it have anything you do with the crescendo and all the other stuff? I don’t understand how the idea impacts the other stuff.
I’m not invested on site I’m saying like it’s like, is one moment she thinks doing now I thought again, I’m hearing a bunch of things. Well, we thought just responding
shorten this and create keyfacts without loosing meaning:
well. We started with trousers talking about like, on worldwide for example, on the hoodies. We’re going to make 500 of them. And we’re going to put an addition number in all of them. One through 500 total manufacturing. So these are all addition numbers from one to five but that’s easy to do, because they’re just gonna go there. And so the label right, this tag right here will say, Smith the second and then have a note if you want it to be in Braille or whatever. But if you want it to be kind of cool, you come into the design, but the idea is the idea was that really, it’s okay. What I’m saying idea is well then it can’t be it can be a different Braille Braille edition number or it has to have a marking that’s unique to this radio. This version of it and it needs to tell the customer you have version 28 out of 500 and when we get to 500 You’re gonna get said we don’t make anymore. It’s over. It’s done. There’s no more than 500 of these if it’s 1000 of them, if it’s 10,000 of them. I don’t care. But what I’m saying is, you know, when you buy that, that particular number is kept the idea of that commands a higher dollar per unit than if you didn’t do it.
You’re selling a hoodie, not 250 as opposed to I think
the I think I think what we’re putting forward here is what we’re putting forward is here. We haven’t really launched anything yet. Is that something you’d be okay, well,
I don’t want to start with that. I’m very hard
on that. But I don’t understand why just don’t want to start with that.
Like that isn’t like that’s just I’m, I know, I just know I don’t even know how to sit up there and fully go into this.
Is it a cheesy thing or is it it’s not about being cheesy.
I just know what is going to work right now. I don’t want that right now.
So if you’d like a fear of not being able to on Saturday, no,
he’s not. He’s just basically saying he doesn’t want to do it. I don’t want to do that.
So let’s make up a new brand and we start from scratch. But later on coming in,
don’t be frustrated. Take a deep breath. Just like I know I’m doing we’re not trying to beat you up. We just want to know why that’s
what I want to do. I’ve already explained why I want to do everything this way, like multiple times in different ways. I don’t know what I’m supposed to say.
But I don’t I just what I don’t understand is that we’re not changing what you want to do. We’re just limiting it. Like putting a number on it. As opposed to like it being four. But like if you can say like, no, that doesn’t make sense because I want to say X, Y and Z. Well, I
mean my explanation for why I don’t want to do it is my explanation. For why I’m gonna do that right now. I’m not saying I don’t ever want to do it.
I just I’m saying if I don’t think I don’t think we can do it later.
I feel like we absolutely can do it to where it makes sense. And I am coming from it with that intention of knowing that that’s what I want to do and have a desire to do and that’s just a different energy when I can uproot like move with it with that in mind. I just that’s not where I’m at right now.
relax that there’s really not much you can do. I mean, he doesn’t want to do it, just want to do it.
And let’s flip it a little bit and say, Well, why are we so intent on doing it? Why are we wanting to do that? Why are we so on this side of the table saying we got to do that? Let’s examine that. Yeah, because if you can let’s let’s let’s let’s let’s have now casing as you said we want to say now yeah, why is it this three people here believe that that is a really good idea.
So as an individual, especially when it comes to brandy, I love brands that create that cold like fan base. I love brands that like just stand the test of time and can like keep people like on it. And as a customer, I love exclusivity. I want the thing that no one else has whether it has a huge graphic written or now or whether I’m supporting someone or not. It’s like, I want this one of one because it makes me feel great. Doesn’t matter
that feeling that you’re getting maybe there’s another way to accomplish that. Okay,
so I also feel like me being that person. Both on the consumer and like the creative. Then I come into a company where it seems like we have the exact same mission to build essentially supreme brands right? That like live beyond just the clothes but like, can live in multiple mediums. And that happens through exclusivity, at least in the in the ways that I’ve seen it being done, like expertly and that like are still it’s still being successful.
Would you argue that it already is exclusive though because it’s coming from spent the second like you already it’s not. You already have that sense. of exclusivity, because it’s like okay, so think about this from this perspective. And I’m just trying to play devil’s advocate here and give everybody a free mind because that’s what my job is. How do I feel and I’ll give my own personal example. How do I feel about being an early adopter of immunities as a musician? Seeing no one offs wanted to see these shows? And I’m like, this is the best music ever. And I’m like, number one. How do I feel as someone who listens to that music and then all of a sudden like starts to go a few more shows? And it’s very clear that they change your business model. How do I feel consumer that and let’s say there’s a whole bunch of people in there, it’s all different crowds now. It’s no longer really all that exclusive right? I’m starting to feel like everybody knows about it, and what do I do I still probably support them and love them. But if my thing is about like indie exclusivity, I may go try to find the next best thing right and support that a little bit bigger than I would my go twos, right. Yeah. So I think there’s my perspective is I was a very early adopter of a group. I still go to their shows even though that they’re kind of cats out of the bag. Yeah. I don’t stop going to shows that love. So don’t we already get exclusivity was split the second by the very fact that he’s so small. Isn’t that already implied? Why do we need to add a layer of something to make
it? We maybe it’s not like emotionally invested into the idea? No, I’m
saying maybe we get lucidity and the feeling you’re talking about with the Windward position the marketing data. It doesn’t necessarily have to be a physical attribute. It can just be what we tell people, if you speak it into existence is real, right? If I say it’s this enough times, it’s that even it might not be but it is. So maybe we take kind of an approach. You know, that kind of perspective and we don’t need to have the tags out there. But maybe we tell people use the word, exclusive, exclusive drop. We only have 500 in stock. We don’t need to say we’re only going to make 500 we just tell people exclusive drop. There’s only 300 Yeah give them y2k definitely
had to be the customer never had so how many they were in general. Like it’s just like was it’s like a in internal kind of thing.
Perfect example of that is Bad Moon to the moon to have all those bags regularly. But when I go to try to get a specific color always out. Yeah, and then I have to check back because it’s out of stock. You can do the exact same thing with this. You don’t need to put a number on it to make it exclusive or a cap you can just make the marketing interact. That way, you can make it feel exclusive by how you market it and get all of that ability. Now Chris’s perspective and I’m gonna speak for you briefly in there and I’ll let you go is business and marketing where if I have these blanks in stock, I don’t have to carry 50 different sizes and 50 different designs I carry one. I carry one of each size. And I can interchange the design based on my set of designs of what I sell. So let’s say you had four different lines that used this shirt. This hoodie, I could then add will put whatever I needed on it to fill the order when it came in, based on what the customer bought, as opposed to having material huge stock and every size. That’s actually kind of a genius idea. If it can be done at the quality level that you want it to be done at because you don’t have that burn rate in deadstock. In other words, when you’re scaling and you’re small if I get 10 orders of mediums but I have 50 of extra larges and I’m always getting mediums. And I kind of got a problem, because I have all these extra large designs that are kind of set. And I got to figure it out a little bit but if they don’t have a design on it, I can change the design, refresh that extra large and push it out. So I think that’s really honestly a big part of his perspective. And I think it’s a valid perspective. I don’t know if it applies or doesn’t apply. But it’s something to be considered when we’re this small. So I think his idea on on what you were trying to say earlier is like you’re trying to balance this, like we’re making it the fact that we’re making it as one at a time is the value, much like it’s the same value for you and your couture there’s like I make I’m touching it. I’m personally touching this. That’s how it is with silkscreen as well. Like you got to silkscreen ours to go to a specific silkscreen artist, because he makes a very, it’s not just the design. It’s like, you know, there’s only so many of these. So think that’s you’re trying to bring in a brand. how that gets done, is the debate but let’s try to take that idea and not pin it. To you got to do with this particular idea have floated out there and say, How is this viable? How do you feel about it? What does that mean? Do we need to design specifically for it? Is it somebody who can generally do is it an option? And why would we do it? Well, I’ve already explained the why in how do we feel about that?
Because like, in my eyes, like when we talked about it, I was like so great, like, let’s say that hoodie that you’re wearing, they were 1000 Mate, but if you put worldwide on 1000 Now you have to sell worldwide 1000 times, whereas like if you put worldwide on 500 And then maybe if you get more orders and then you want to like do it again, cool. If you don’t now you still have 500 that you could put another designer, you see what I’m saying? Like yeah, it’s just I think it’s cost effective like especially from a beat like a small brand standpoint.
I still I think we’re saying the same thing. I think we’re Charles come now I did I want to put that number.
shorten this and create keyfacts without loosing meaning:
Yeah, I did add the extra layer of the marketing because it was like a specific thing that we talked about where I went to my friend’s show, and as the merch of his show, he he had made CDs, like 50 CDs, and then there was a label on the CD. So you pay for it. It had like the number 50 And then when you went to pay for it, he himself signed like number two number three, so it was just kind of like it made you feel like oh wow, like I only have 50 I know it’s like that like special cool feeling. And then it becomes like this collector’s thing. You know what I mean? Like it just
hidden idea this now after we said, you know the sketches that you do these things.
I’m wondering if it would be possible to have Smith the second tag. And you know how they do tags are neat tags for wash care and all that. What if uncertain pieces, we put the original sketch idea turned into a graphic put it on white that had directly behind the label was cool. We don’t have to say nothing. We just put the original sketch in there. Where the idea came from original sketches if you want to sign it like you do. I think that’s brilliant too. That is the label. That’s the exclusive label and only a certain number of the map. That way we’re not saying that it’s a special edition. We’re not saying any of that. We’re just saying we’re manufacturing 250 of these with this label. And the rest of them. We’re just not going to happen and we’re not going to say it’s an addition, we’re not going to say it’s a number we’re not gonna say we’re just going to like, we’re just going to sell it that way. Now you have this sort of light culture where people are going to be like, Well, why does yours have that tag? Mine doesn’t? Yeah, that’s they’re gonna start talking about it. They’re gonna start taking pictures of it and people are going to be posting and reddish and whatnot and saying why do the people at the pop up shop? Why did they get that now I’m saying it’s gonna happen on this one. But the idea in general and I think that’s a really subtle way for you to to accept the idea without,
I’ve already except that here that’s what I keep saying I just said, I don’t want to do that. Now. That’s the only difference. I’m not vetoing the ideas at all. I’m just thinking about the timing in which they do that. We do that that’s it.
So, I mean, wouldn’t be hard for us to add a tag, would it it’s it is just ribbon and you’ve cut and sew it in.
I mean the way I see it in terms of value add adding a little bit of you know, I see it in times use per item right? Once you end up production setting, doing doing one is a higher level of effort. But if you happen to have a lineup of 25 other ones it becomes quickly as you already set up
with that obviously everything’s already done. Yeah that way.
So this means that this basically retagging to do it right. I have to unlike unpredictable, like not the whole thing but just wearing that is and that like this
can be side by side it.
You said whatever. Well, you
have the one tag it’s in here now oh here, can you put another tag
next, or can be an attack here? It could be somewhere else
like they can be
shy like the pocket or I don’t know. I mean, it’s a plan to just sell worldwide as an exclusive dropping. That’s it. No, that’s what I’m saying on this first run of what we got. We’re going to add this little picture. Yeah. And it’s the only time we’re ever going
to do it. No. And we’re going to we’re going to sell it
in new peep and we’re gonna we’re gonna use that as a marketing ploy to explain to like, have close up pictures of you sewing the tagging ring and take a picture of you doing it. That’s going to be part of our Instagram. We’re going to work it’s all subliminal, but we’re going to show something out there. And we’re going to explain to people from a marketing agenda for the pop up that you’ve touched every one of these in these particular ones being sold right now. Get a while you can that’s I think what the mission is on that. It’s not to only just sell like we’re just going to do this once it hits the initial drop. And I’m just sorting out ideas. If it’s even does it even affect anything? Does it make sense? Is it a good idea? What is acceptable? What is not acceptable? Yeah, you know, does it make sense? Does it not make sense? I don’t want to get too hung up on it.
I feel like it makes sense for where it’s like I’m not saying that it can never work. I just would rather have a start run with an idea when it’s something that we’re actually all working on together at the same time I started I’ve already done broadly and already have kind of like my very Scuzz anyone I kind of have a very strategic way of how I want to release something it’s because I’ve already thought it through a million times. So that’s why I’m like I’m at where I’m at right now with this master veto out that idea for the next day, which for me feel more comfortable with personally don’t feel comfortable with that at this particular
moment. But you’re open to the idea of trading limited on concepts based
open to that idea. Like I’m all over it. I’m here for it. I was just speaking just what we’re doing right now.
So high in fashion with cultural movements creating garments that tell unique stories. Smith The second is a luxury ready to wear brand that targets a wide audience with a unique and edgy style. The brand’s position positioning is centered around merging high end fashion and cultural movements creating garments that tell unique stories. I would say get the words
dairies and say like, you know
that make a unique statement or make a statement. I think the word statement is a better way to say that.
And then do you want any of that other stuff reworked or no?
Okay got a title The brand has is expanding
into other categories. Such as accessories and home goods. Why What was I don’t think Smith The second is, is into home goods. Yeah.
Well, what I was, that’s clearly what I’m saying is I teach them certain things like blankets. Like things that like kind of serve as like just home like decor like all my stuff. Yeah, that build the lifestyle of it.