London Destruction offers 1800’s inspired custom men’s clothing. I was inspired by the movie Sweeney Todd. The clothing in the movie is from the 1800’s. It has a very dark look to it that is still elegant. I want to be able to create a men’s high-end clothing line around this look. We will offer unique clothing for the fashion savvy young man. We want to build a face on our target market just as Dolce and Gabbana did. This is who they want to target to: “Dolce and Gabbana believe their male target customer is a man who takes care with his appearance, is detail oriented, and definitely a leader. He is a man who looks great whether he is in office attire or jeans and a t-shirt. He is a man who makes the rules, but is not governed by them. He is charismatic and charming. He is free to be an individual, which makes him successful.” (Brand Story, Joseph Hancock, Pg. 58) I want to be able to clearly define our men like this and offer this unique line to them.
I want our clothing to have a dark grunge look to it that is very bold. We will sell tees, knits, sweaters, sports shorts, pants, denim, outerwear, leather, vests, tailored clothing/suits, shoes, and accessories. I want it to be a specialty retailer that carries all of these items. A great example of a successful specialty retailer is Abercrombie & Fitch. “A&F took basic garments and made them its own.” (Brand Story, Joseph Hancock, Pg.91) Their companies “assortment consists of basic items such as cargo short and pants, t-shirts, polo shirts, woven shorts, sweaters, denim jackets, jeans, sweatshirts, zip fleece tops, leather belts, flip-flops, underwear, cologne, baseball caps, men’s and women’s bracelets and jewelry, bags, and various other types of active wear.” (Brand Story, Joseph Hancock, Pg.91)
All of London Destructions products will range from $70-3,000, and come in x-small to x-large. All of our clothes will come with custom tailoring. Our clothing will be made with unique textiles that we will design in house. We will use these textiles on our linings for jackets and for ties. Customers will only be able to get these patterns here so that gives us an advantage over the competition. These products have great potential for growth. Since we are offering only men’s clothing after we become more popular we might be able to offer a women’s line.
Another service that will come with our clothing is an in-house stylist. Since many business professionals of our target market don’t have time to shop, they can come in to our store tell our stylist exactly what look they want to go for and our stylist will put together as many looks for them as they would like. This will save the customer an ample amount of time. This will also be a helpful service to men that love the style of our clothing, but aren’t quite sure how to pair the pieces together, or where and when to wear them. Our stylist will be the go-to person for these kinds of issues. The stylist will also be key component in helping people pick out clothes they would like to try on and stuff like that. They can assist people with the fitting of the clothing, and letting them know how it is supposed to look and fall on their figure. I believe this is crucial to the success of our business because we offer such unique fitting and styled clothing that without a stylist our customers might not like the fit because they have accidentally tried on the wrong size. We want our customers to feel very confident in the clothing they purchase. I really like how Dolce and Gabbana describe what they want their female customer to feel like when wearing their clothing. “Dolce and Gabbana believe that a woman should be strong, self-confident, and know that others like her, too.” (Brand Story, Joseph Hancock, Pg.57.)
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