INTRODUCTION TO THE BRAND

NONA MANIS, a contemporary Indonesia “Kebaya” fashion brand. The final project is to set up an upscale kebaya brand to sell to UK Market, and focusing to sell to Harvey Nichols as the stepping-stone. The brand Name is Nona Manis, in Indonesia Language it means “Beautiful Woman”. We can see from the fundamental concept of its brand identity consists: feminine, ethnic contemporary, luxury, and multipurpose.

Feminime means Nona Manis show their feminime personality, and voluptuous looks for its target market. The kebaya silhouette gives emphasis to a woman figure and that is the beauty of this ethnic clothes. Has the sensuality of the products trough the shape of kebaya.

Multipurpose means Nona Manis itself sells kebaya from various region in Indonesia, from Java, Bali, Sumatra. It will be selling as a piece. In each season, it will create some pieces different style of kebaya, which has the range from casual, semi formal, special occasion. Kebaya are made in small quantities to guarantee exclusivity.

Ethnic contemporary means kebaya will rework as contemporary clothes but still respecting the traditional roots. People who wear Nona Manis have high awareness and curiosity of another culture. According to Kapferer ( 2009, p.83) that culture is the highest description factor in the spending of luxury goods, it increases the perception of exclusivity and rarity.

Luxury means Nona Manis offers a piece that has resulted of hand made embroidery and one kebaya from one tailor and one embroidery maker from start to finish. "Kebaya-making is complicated and need a lot of patience. It starts with the making pattern, then cutting and sewing, the beading and the embroidery.

"Creation of a new, and contemporary legend" (Kapferer, 1990) NonaManis takes inspiration from Indonesia high class woman in the past, which enrich with heritage custom, elegance, and previlege. NonaManis is the character of the brand. If we could describe NonaManis as person, and total look: “ She is dare to be different, open minded, has a high curiosity of another culture. She loves perfectionist“

NonaManis shows a craftsmanship and precision from exclusive and mastery in fabrics, specialized trimming, and unique cuts. Many people love luxury brand due the reason their provide a quality, The highest price for them sometimes does not matter as long as their get the good quality. This is to say that a highly craftsmanship is something that you can denied.

“A place when any women could find luxury contemporary ethnic kebaya, from every occasions that would permit her to choose depending on their needs”.
The customer could be choose depends on what they want and it allows them to choose the way the want to wear with and fashion conscious brand, The pieces of NonaManis sells is able to be worn with a pair of jeans or skirt. That is the nature of modern dressing and serves special tailoring for those who don’t have size for their selves.

Narrowness is the principal of luxury brand, its focuses on a tiny number of products. Luxury should not pander to the customer ‘wishes’. They need a precise role to play and function. For example, NonaManis they doesn’t sell encim kebaya with three different color. Furthermore, each products has it own personality, and mostly each product in luxury has its name.

LOGO EXPLANATION

The Nona Manis logotype is represented Indonesia Kebaya heritage and value. The logo type is simple, fully heritage.

The fundamental research for this logo is based on luxury fashion brand. How they present their logo.

The logotype is created from font Riot Squad, and there are some changes for the Riot Squad font to protect the originality of the logo. The reason behind the font choice, its back to the time when Kebaya was represented as Indonesian traditional dress, in early 1920. At that time, it is the Art Deco and Jazz Age. Font such as Futura, Broadway, Parisian, Premier, White tie, could express the feel of the age. Nonetheless, the symbol plays the bigger role to represent the brand and being a strong visual. The logo, for a glance looks like flower, although the idea from gold ornament for suweng ‘Indonesia women earring’. In Indonesia, women used to ear earring since they are born.

The color of the logo is combination between rose color and deep brown. Back to the kebaya color, its dominance with white, brown, blue and green. Rose color is represent the feminity and embroidery of kebaya which usually use with and brown, represent the elegance and as the most kebaya color.

PHOTO CONCEPT

i made three types of photos

1. Photo products ( for product description and online shop)

2. Lookbooks & website photo ( i took the photo mostly from the front view, to get the whole clothes, its clearer and better for buyers)



3. Photo fashion spread (this is for the advertisement and fashion film)

the story is which outdoor photos, is for the fashion spread in the magazine.

The title of the project is “début de la fantaisie” (beginning of fantasy). It is related with NonaManis concept as they are the new brand, targeted to women and women loves dream and fantasy.

the theme is dream escape. which i made a sequence of photo start when women fall asleep and she come to her dream world and being another person.

why dream as the theme? people loves story and women love dreaming. and the brand itself is just targeted for women. in here, i tried to style those kebaya (top clothes) with fashion items, such as harem pants, dress, and skirt.

STRUCTURE AND BRAND IDENTITY description

Dear Mike,

this is the structure of my dissertation ( and a glance inside) . Please let me know if i missed something

CHAPTER 1

1.1. Abstract

1.2. Introduction and problem statement

Nowadays, fashion marketing is something that fashion designer could not denied. they have ability to create a stunning fabrics and clothes, but t it is not enough. they need strategy to promote it.

many fashion designer could sell their collection trough some boutiques and have their of own concession. i questioned how the traditional clothes could be selling in luxury brand dept store. my research question is how to design branding strategy for marketing and promotion for contemporary fashion to the uk market .

there are three sets of key subjects who were chosen to support the study. first, are the kebaya fashion designer, who have been running their business in recent years. second, are people who have some knowledge in fashion business either fashion marketing academic, fashion consultant, and fashion buyer. third is target consumer. the research seeks to determine how kebaya could have a chance to stand out in uk market.

1.3. Aim and objectives

the aim of this research is to create a brand identity of ethic contemporary luxury fashion brand “ how to introduce and promoting luxury contemporary fashion to uk market?”

CHAPTER 2. LITERATURE REVIEWS

2.1. Key Issue: Kebaya

2.1.1. History of kebaya

2.1.2. Kebaya from time to time

2.1.3. Indonesian kebaya types

2.1.4. Kebaya fabrics

2.1.5. Antique Motif of Embroidery

2.2. Key Issue: Brand

2.2.1. BRAND in general

2.2.2. Set up new fashion brand

2.3. Key Issue: Luxury Fashion Brand

2.3.1. Attributes of Luxury Fashion Brands

2.3.2. Luxury Fashion Brands consumer

2.3.3. Key Issue: Aspects to create a luxury brand

2.3.4. The luxury fashion branding process

2.4. Key Issue: Fashion marketing

2.4.1. Fashion Marketing definitions

2.4.2. Case of Failed and Success Fashion Brands

2.4.3. Digital fashion marketing

2.5. Key Issue: Luxury Retails

2.6. Storytelling

3. RESEARCH METHODS

3.1. Time Journey of Dissertation

3.2. Primary Research

3.2.1. Interview

1.Kebaya Designer

2. Informal Discussion with fashion lecturers

3. Target Market

4. Fashion Consultant

3.2.2. Market Research

3.2.3. Scenario Analysis

3.3. Secondary Research

3.3.1. Literature Review

3.3.2. Projects: Jutte Dutti Projects

3.4. My Action Plan

3.5. Summary

4. DESIGN

4.1. Introduction of the brand

the project is to set up an upscale kebaya brand to sell to uk market, Nona manis, a contemporary indonesia “kebaya” fashion brand. The brand name is nona manis, in indonesia language it means beautiful woman. and focusing on harvey nichols as the stepping-stone.

the fundamental brand identity of nona manis consists: feminine, ethnic contemporary, luxury, and multipurpose.

by delivering the strong message and high quality product to the customer, also the image created by the story behind the product itself. Tungate (25) said that “in a lots of ways, branding id simply telling a story”.

Feminime means nona manis show their feminime personality, and voluptuous looks for its target market.

Multipurpose means nona manis itself sells kebaya from various region in indonesia, from java, bali, sumatra. it will be selling as a piece. in each season, it will create some pieces different style of kebaya, which has the range from casual, semi formal, special occasion. kebaya are made in small quantities to guarantee exclusivity.

Ethnic contemporary means kebaya will rework as contemporary clothes but still respecting the traditional roots. people who wear nona manis have high awareness and curiosity of another culture.

Luxury means nona manis offers a piece that has resulted of hand made embroidery and one kebaya from one tailor and one embroidery maker from start to finish. "kebaya-making is complicated. it starts with the cutting and sewing, the beading and the embroidery.

That is shows a craftsmanship and precision from exclusive and mastery in fabrics, specialized trimming, and unique cuts. Many people love luxury brand due the reason their provide a quality, the highest price for them sometimes does not matter as long as their get the good quality.

The mission of the brand is “ commitment and fostering the art of indonesian tailoring. It must pull off a subtle harmonizing act: it has to create a look that's both Indonesia and international, authentic and sophisticated for a global audience. What NonaManis is planning to do is to translating to cultures. like a living being, brand has antecedent, a chronicle, cultural, and geographical roots. (kapferer, 2009, p.118)

4.2. Design development

4.3. Design explanation

4.3.1. Brand identity guidelines

4.3.2. Promotional Materials

-lookbooks

-photography

the photoshoot concept

photo (two types of photo)

3. line sheets

stationery: business card, letterheads and comp slips designed to reinforced your label image.

4. swing tickets , hangers, boxes

5. label

6. website

7. press pack

8. invitations

4.3.3. Marketing Development

5. EVALUATION

5.1. Introduction

5.2. Methodology & Methods

5.3. Findings

5.4. Conclusion

look book photo

final photos for fashion spread

The theme is magical dream escape , i havent decide the right name for it. The idea is a women fall asleep and move to her dreamland. being another person, meeting another person.

my final photo

final photo

this is the final look that i was planning to continue with. i choose vintage look to give the classy style.

the photo projects 2

this is my last photoshoot. i chose to take a photo outdoor to get the daylight and not using flash. i tried to implement marrionette idea, pochahontas, unicorn for outdoor photoshoot.

the photo projects

i make two kind of photographs for this projects. ( its still not yet finish coz i need to retouch to get the dream and fantasy feel for my 2nd photo). i ve done more than hundreds shoot because im trying to get the right feeling.

1. photo that i will use in my lookbook/booklet for buyers and press. and also for website content.













2. its photo ( and video) i ve done for my fashion spread theme. the fashion spread is created for launching of NonaManis spring summer collection. it will have fashion spread advertisement in magazine and fashion film advertisement

why i choose dreamy theme for my fashion spread? i feel like even every women old or young they love fairy tales. and its could be explore whatever i wanna.

but i dont want to make the real cinderella, snow white, and so on. i would like to make "Nona Manis own world" so i tried to make my own fairy tales based on the real cinderella but i make it different. i let people imagination whatever they like.

First, a women is fall asleep and dreaming into the fairy tales world..


and this is what happens , she move into her dreams while sleeping..


meet people in a dream..







be as another people..