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
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