FASHION RETAIL MANAGEMENT

INDIVIDUAL REPORT
DYLAN CHNG RONG JIH
1202143B
Brand Concept
sh is a retail art project about immortalising the temporary aspects of life. Drawing
inspiration from the traditional Japanese craft of 'kintsukuroi and the transience of
trash, sh ofsets the two against each other, and superimposes the impermanence of
repair on to everlasting marble. sh is about discovering the luxe in the things that have
fallen into disrepair.
The higher meaning of the sh concept is regarding the resurrection of items and
products that have fallen into disuse or disrepair. In our products, this is executed
through repairing by re-envisioning, by introducing a polished new texture to the item
that inspired the product (ie. marble), and rejoining, by piecing together materials that
do not usually go together and by introducing a colour scheme in which gold fecks
recur, referencing kintsukuroi.
In terms of the story upon which the brand builds itself (which also doubles as a
method of branding and promotion), dedicated repair and craftsmen take on this
metaphysical and quasi-philosophical task of rejuvenating the products with care. This
is also another design element heavily employed within our brand and product range:
delicate handiwork that makes each item unique, and diferent from any other, for after
all, no two pieces of marble are the same.
In essence, the products we create are an attempt to give what we usually regard as
trash a new life as delicately crafted pieces of art. We expound our philosophy using
metaphors in our products by alluding to reusing 'waste' as fashion and art.
Our brand promotes an artistic approach to tackling the waste and sustainability issues,
calling for the appreciation of broken things (or even trash) as art in their own right. The
aggrandisement of garbage and waste and items fallen into disuse is our demure
tongue-in-cheek gag: we take reused components or the aesthetic of waste and turn it
into the inspiration that fuels our product design, then even with the rich and opulent
makeover we have given our simple we sell them at afordable prices, as much to
make a statement about the value of the new as to target a wider market.
If sh were to be compressed into a single sentence, it would be that there is life after
death if the care and the intimacy given to wealth is similarly given to mortality.
4
Target Customer Profle
At sh, we target customers who are between the age of 16-35 who have a fair for
sophistication,art and also have the desire to be unique. sh customers are able to
appreciate the beauty in simplicity and the complexities of it all. They are also bold and
trendy individuals that understand how sh products are of artistic value and would like
to present it to the world for all to see, just like an art gallery.
5
Merchandise Plan
The original merchandise sheet, including estimated sales and projected profts of
each product is as follows:
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We managed to overshoot our estimated targets, as evident in the online and physical
orders listed below:
ONLINE:
# Dat
e
Name Contact Order Amt Paymen
t
Paid Rea
dy
1 14/8 Kaarthiga
Manimaran
81139461 1 x acrylic necklace ($14.90)
1 x acrylic bracelet ($11.90)
1 x acrylic ring ($5.90)
1 x chain necklace ($14.90)
1 x A4 clutch ($18)
$65.60 cash on
collectio
n
2 14/8 Diane Yoong
(Deirdre)
(collect on
16/8)
81808295 1 x acrylic ring ($5.90)
1 x acrylic necklace ($14.90)
1 x chain bracelet (12.90)
1 x notebook (9.90)
1 x acrylic earrings ($7.90)
$51.50 cash on
collectio
n
Yes
3 14/8 Deirdre Yoong 81808295 1 x acrylic ring ($5.90)
1 x drawstring bag ($18)
$23.90 cash on
collectio
n
4 14/8 Jasmine
Nazirah
94854967 3 x iPhone 4 case (1 white, 1 grey, 1
black) (3 x $7)
1 x pouch ($7)
$28 iBanking
5 14/8 Charice Kt 90616633 1 x Pouch ($7)
1 x drawstring bag (collect from
trishna) ($18)
$25 iBanking
6 13/8 Jeanette Ng 81236318 1 x drawstring bag ($18) $18 iBanking
6 14/8 Jennifer
Mehigan
9828503 1 x A3 clutch ($20.50) $20.50 iBanking
7 14/8 Joy Tan 92211345 1 x marble earrings ($6.90) (collect
from trish)
$6.90 ATM
Transfer
8 14/8 Melissa Lam 9844 3725 1 x iphone 4 case (white ($7)
1 x drawstring bag ($18) (collect from
trishna)
$25 iBanking
9 14/8 Booi Jia Jing 92269331 1 x marble earrings ($6.90) (collect
from trish)
$6.90 iBanking/
ATM
Transfer
10 14/8 Faith Jacob 98300194 1 x acrylic earrings ($7.90) $7.90 iBanking
11 14/8 Zandra Ong 82981926 1 x Marble earrings ($6.90)
1 x acrylic earrings ($7.90)
$14.80 iBanking
12 14/8 Tammy (collect
from Maliah)
8448 8136 1 x acrylic necklace ($14.90)
1 x acrylic earrings ($7.90)
1 x notebook ($9.90)
$40.80 iBanking
7
# Dat
e
Name Contact Order Amt Paymen
t
Paid Rea
dy
13 14/8 Vanessa Han 96403993 2 x white iphone 5 (2 x $8)
1 x drawstring ($18)
$34 cash on
collectio
n
14 14/8 Matthew Bak 82287243 1 x grey iphone 5 ($8)
1 x cardholder ($7.90) (collect from
trish)
$15.90 ibanking
15 14/8 Mao Yejing 97450769 1 x pouch ($7)
1 x notebook ($9.90)
$16.90 iBanking
16 15/8 Kimb Soh 96274509 1 x chain necklace ($14.90)
1 x acrylic set ($38)
$52.90 cash on
collectio
n
17 15/8 Ong Jia Xin 98189694 1 x notebook ($9.90) [24.5 x 16.5 cm] $9.90 ibanking
18 15/8 Vivien Yeo 92713045 1x A4 clutch ($18) (collect from py) $18 cash on
collectio
n
19 15/8 Wan Murni bte
Wan Iskandar
91526774 1 x cardholder ($7.90) $7.90 ibanking
20 15/8 Tasmin Fong 96756066 1 x A4 clutch ($18) (pass to alicia) $18 ibanking
21 15/8 Christopher
Anthony
97686774 1 x notebook ($9.90)
1 x A5 clutch ($16)
1 x A4 clutch ($18)
1 x A3 clutch ($20.50)
$64.40 ibanking
22 16/8 Shaalin 97824724 1 x pouch ($7)
1 x iphone 5 case ($8)
1 x a3 clutch ($20.50)
$35.50 ibanking
23 16/8 Lena Lim 86863413 1 x A3 clutch ($20.50)
1 x drawstring bag ($18)
1 x cardholder ($7.90)
1 x pouch ($7)
1 x notebook ($9.90)
$63.30 iBanking Yes
24 16/8 Shirmine Tan 81892695 1 x acrylic earrings ($7.90)
1 x pouch ($7)
1 x A5 ($16)
1 x iphone 5 white/gold ($8) (collect
from py)
$38.90 ibanking
25 16/8 Swee 98583852 1 x A5 clutch ($16)
1 x A3 clutch ($20.50)
$36.50 cash on
collectio
n
26 16/8 Nikiti Goklani 83226090 3 x iphone 4 case (white/gold) (3 x $7)
1 x iphone 5 case (white/gold) ($8)
1 x iphone 5 cover (white) ($8)
1 x lunch pack clutch ($22)
1 x pouch ($7)
1 x cardholder ($7.90)
(collect from trish)
$53.90 iBanking
27 17/8 Shirley Tay
(Xueli)
81382307 1 x marble earrings ($6.90)
1 x notebook ($9.90)
1 x drawstring bag ($18)
$34.80 iBanking
8
! Bate Name Contact 0iuei Amt Payme
nt
Paiu Rea
uy
1 11S8 Li ling 9677246S 1x lunch bag clutch - $22 $22 Cash yes
2 1S8 }oyce 96249496 1x A4 clutch - $16
1x uustcap - $1.9u
$19.9u Cash yes
S 1S8 Rachel Wong 82887u98 1x pouch - $7 $7 Cash yes
4 1S8 Shaiife 98998917 1x Biawstiing Bagpack - $18 $18 Cash Yes
S 1S8 Tan Foo Xian 97S69981 1x Biawstiing Bagpack - $18 $18 Cash yes
6 1S8 Sha 91894929 1x Aciylic Necklace - $14.9u
1x aciylic iing - $S.9u
1x Chain necklace - $14.9u
$SS.7u Cash yes
7 1S8 Rafe 91121SSu 1x pouch - $7 $7 Cash yes
8 1S8 Baiwisma
Azmi
94246724 1x Notebook - $9.9u $9.9u Cash
9 1S8 }asmine Ng 9u2Su1SS 1x Aciylic Necklace - $14.9u $14.9u Cash Yes
1u 1S8 Nelissa Low 912S186S 1x Aciylic Necklace - $14.9u
1x Aciylic eaiiing - $7.9u
$22.8u Cash Yes
11 1S8 Clauuia 82981149 1x Aciylic iing - $S.9u
1x aciylic necklace - $14.9u
1x A4 clutch - $18
$S8.8u Cash Yes
12 1S8 Nichelle 9uu449SS 1x Bustcap - $1.9u
1x iPhoneS case - $8
$9.9u Cash Yes Bus
tca
p
1S 1S8 }olene Ang 92287SuS 1x Notebook - $9.9u $9.9u Cash Yes
14 1S8 Bian 98SS29S9 1x iPhoneS white - $8 $8 Cash Yes
1S 1S8 Isabelle 81u271u4 1x iPhone4 white - $7 $7 Cash Yes
16 1S8 Fazeena 9uu99724 1x iPhoneS white - $8
1x iPhoneS golu - $8
$14 Cash Yes
17 1S8 venus 8S229S91 1x iPhoneS white - $8 $8 Cash Yes
18 1S8 }ohn 9664S494 1x Biawstiing bagpack - $18
1x Naibleu pouch - $7
$2S Cash Yes
19 1S8 Anita 9u9u6SS2 Sx Biawstiing bagpack - $18
1x maible iing - $S.9u
$S9.9u Cash yes
2u22u 1S8 Alexis 9688u91u 1x maible iing - $S.9u $S.9u Cash Yes
21 1S8 Zi ying 917u7S1S 1x Chain necklace - $14.9u $14.9u Cash Yes
22 1S8 Regine Kwan 964u7u97 1x Biawstiing bagpack - $18
1x aciylic eaiiing - $7.9u
1x maible eaiiing - $6.9u
$47.7u Cash Yes
2S 1S8 Isabelle
Clemant
97S7u7Su 1x Naible iing - $S.9u $S.9u Cash Yes
24 1S8 }iayu 8S687SS7 1x Biawstiing bag - $18 $18 Cash Yes
2S 1S8 Cheeilyn 822SS6Su 2x pouch - 2 x $7
2x uustcap - 2 x $1.9u
1x iPhone4 white (stiaight
lines)
$24.8u Cash Yes
26 1S8 }oy Teo 9uu87176 1x AS clutch (A2) - $2u.Su
1x notebook - $9.9u
$Su.4u Cash Yes
28 1S8 Nelissa Low 912S186S 1x uustcap - $1.9u $1.9u Cash Yes Yes
29 1S8 Coiina 96897464 1x maible iing - $S.9u $S.9u Cash Yes
Su 1S8 Natali 96929S8S 1x aciylic eaiiing - $7.9u
1x pouch - $7
$14.9u Cash Yes
S1 1S8 Sheiilyn Foo 849927S4 1x aciylic eaiiing - $7.9u
1x pouch - $7
$14.9u Cash Yes
S2 1S8 Ian Sim 9227u222 1x iPhone4 white - $7 $7 Cash Yes
SS 1S8 Xinyu 917SuS78 1x uustcap - $1.9u $1.9u Cash Yes
S4 1S8 Beatiice Sim 8S991218 1x maible eaiiings - $6.9u
1x notebook - $9.9u
$16.8u Cash Yes
SS 1S8 Apple 966S9uSS 1x iPhone4 white - $7 $7 Cash Yes
S6 1S8 Ellie Tan 912962uS 1x Caiuholuei - $7.9u
1x Biawstiing bag - $18
$2S.9u Cash Yes
S7 1S8 Rebekah 96SSS9u8 1x maible eaiiings - $6.9u $6.9u Cash
S8 1S8 Qian Qian 848216u8 1x aciylic iing - $S.9u $S.9u Cash Yes
S9 1S8 Shivani 94S9862S 1x uustcap - $1.9u $1.9u Cash Yes Yes
4u 1S8 Zu Ei 9662u4S8 1x pouch - $7 $7 Cash Yes
41 1S8 Shenesse Yeo 918S2988 1x iPhoneS (full maibleu) - $8 $8 Cash Yes
42 1S8 Nauiiah - 1x uustcap - $1.9u $1.9u Cash yes yes
4S 1S8 uabiiel - 1x uustcap - $1.9u $1.9u Cash yes yes
44 1S8 Nelissa (Yi
Zi)
912S186S 2 x AS clutch with Scm paneling
aiounu (2 x $2S)
$46 Cash
T0TAL:
$ 67S.1u

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As shown in the previous pages, we took orders along with the customers, contact
information and method of payment beside their order and total amount. We also
added columns to indicate whether they have paid and collected for administrative
purposes.
Online orders were taken through email. On our facebook page when we posted our
product shoot, we indicated exactly how they can order;
And as their orders came in, we processed them by replying to their emails with a
confrmation of their orders, indicating the total prices and ofering payment information
according to their specifcations.
9
10
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We also sent reminders for collection of our customers purchases via email and sms.
12
Visual Presentation and Store Layout
Our fnal visual merchandising (vm) layout incorporated our colour scheme of mainly
white into an irregular arrangement of cubes as our counters to display products, as
well as a rack on which we hung some of our products.
We also included some of our photo-shoot pictures on our backdrop and around the
store display. We made use of arts and craft tools which we had painted white to
emulate our themes of repair and handcrafted products.
13
The front of our store (the side that faces the concourse) was where the drawstring
backpack was displayed, and on the other end of the store (the side facing design
school) were where we displayed our clutches/portfolio bags elevated on a rack.
Generally this layout was meant to appeal more to the crowd coming in from the
concourse and across the bridge from the other schools. The unisex products (bags)
were also meant to draw in a larger range of potential customers. We also meant for
the stores layout to be somewhat informal and unique in the sense that its counters
and cubes were irregularly arranged, a spontaneous decision that was actually only
made a day before opening day.
14
We arranged our merchandise in such a way that the customers attention were
transferred from bigger products to smaller ones. We had one counter which was the
unofcial cashpoint on which we displayed a slideshow of our photo shoot, a tea-pot
flled with stickers and a dish of dust-plugs, which at only $1.90 each were our impulse
buy items.
15
This was the middle of our store, where we displayed jewellery, some of which were
elevated. The counter was decorated with inconspicuous japanese dishes which
doubled as our receipt containers.
To ft in with our store and to continue our visual concept, each member of the group
was dressed in white and grey.
16
Marketing Strategy, Branding Kits and Packaging
Our primary marketing strategy was the intensively promote the brand and generate
hype through social media platforms Facebook (http://www.facebook.com/
antifragilitysho) and Instagram (http://www.instagram.com/antifragility_).
Facebook was meant to be the more ofcial and formal platform, where besides
promotional material, we also post information and ofcial updates, such as the
entirety of our photo shoot and product shoot. We also interact with customers there.
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19
Instagram was a more informal and casual platform with less information. By the very
nature of the platform, the posts there were all image heavy, and our style of updating
was quick with minimal content, but just enough to generate curiosity.
This included teaser and concept photos of the brand and its products, as well as short
videos that showed our team at work (and in some cases at play), always ending with
the brand logo as the fnal frame. The photos were generally edited to be artistic and
aesthetically pleasing, and giving away just enough content to keep the curiosity alive
without giving away too much.
20
21
In terms of physical marketing, we promoted our brand initially by creating a uniform
for ourselves. It was a white t-shirt with a simplifed version of our logo at the back, and
we wore it while running errands and producing the materials we needed for sale day.
We also screen-printed the same logo on to an initial prototype version of one of our
products and used it around school.
This was in the earlier stages (second week of block), where the objective was to
generate curiosity and awareness of the existence of our brand.
23
In the later stages (third to fourth weeks of block), we printed posters derived from our
photo shoot with Visual Communication Studies alumnus Herman Rahman to be
placed at our designated locations (lift lobbies at the third and ffth foor) as well as on
some free-to-use noticeboards.
24
The posters carried information such as the date, time and venue of the opening of our
store, and some also carried the URLs of our social media pages. We kept the design
of the posters extremely minima
The photo shoot itself was shot in locations selected specifcally for their visual
neutrality. Generally the background to the photos were grey hued and
unimpressionable, and so was the styling.
We opted for a slightly dressed down styling to avoid too much emphasis on the
clothing, as well as to avoid branding ourselves as super sophisticated and sleek. This
was a conscious decision made by the team because our concept we felt was already
slightly unapproachable, and we had to avoid making the brand even more so.
25
Our product shoot was done with the assistance of Hui Wen, Rigg and Beng Siang,
year 2 VSC students as well. With their help we managed to accomplish an extremely
clean and professional product shoot. We opted for a plain white background with
minimal propping (white-painted tools) to emphasise on a whole whitewashed colour
scheme, a colour scheme which we repeated in its entirety for our stores visual
merchandising.
26
Other miscellaneous elements of our branding included the distribution of stickers,
which we found to be rather popular with students, as well as a short soundtrack we
played during our sale day, and provided as a free gift to customers who placed orders
of value about $30.00. As much as possible we tried to engage all the senses of our
customers; we had an aroma therapy oil burner placed at our counter..
27
Pre-Sale and Collection Days
Our pre-sale day was on the 15th of August, and we had from 1.30 pm to 6pm to sell
our merchandise. In spite of the fact that there was meant to be low trafc in school
(due to other schools having their exams or study breaks at that time), we still managed
to earn over $600 on the frst day. Our second day was on a Friday, with even less
trafc, but these two days sales combined with our online orders (online ordering was
opened on 14th August and closed on 16th August at 2359). Our total revenue worked
out to be over $1700 for the group.
Proft and Sales Results
Our turn out for this project we found more than satisfactory, earning a revenue of
$1725.20 in total, with a proft of over $1000 for the group. (the projected cost had
increased due to the number of orders being far more than we expected. However,
instead of splitting the money by the products we were assigned in the initial
merchandise lists, we felt it only fair to split the money equally fve ways. This we feel
more accurately refects our production style of each person being responsible for one
part of production rather than for the entire process of a single product.
We also feel that the reason we were able to work well together was that because
from the start of the project we had already decided to eliminate the idea of competing
amongst ourselves and instead work as a single unit to produce our brand.
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