MIISTA AND ABOUT THE BRAND

Miista is a quirky fashion company who currently design

footwear and accessories. They are based in Hackney, London as well as supplying across the world in other store in the UK, USA and Japan. After working for Aldo for a few years in Montreal, Laura Villasenin (the founder of Miista)left to focus on working for a small, more independant shoe company in London shortly later leaving the business and focusing 100% on her own designs and sketch books which then the Miista brand was created.

After their launch in 2011 with their debut collection, having the designs and patterns explored have shown unique styles with a sense of simplicity. The ‘classic Miista’ is against uniformity and looking the same and breaking the fashion rules and not going by the ‘instruction guide’. They don’t only have high dynamic pattern designs but also the shape of the footwear with use of adventurous materials.

The special thing about Miista is they achieve a perfect balance of unusual yet timeless, elegant styles.

‘MIISTA BRINGS AN UNCOMMON BEAUTY TO THE STREET’

‘STREET STYLE’

‘Free Spirit’

‘Elegance with funk’ 

' DRAWS INSPIRATION FROM THE NATURAL WORLD, REFERENCING NEBULAS, COLLAPSING STARS, CRYSTALLINE STRUCTURES, ORGANIC TEXTURES AND THE EFFECTS OF LIGHT. HOLOGRAPHIC SHOES AND MULTI-COLORED PRISM HEELS GIVE A DREAM-LIKE FEEL TO THE COLLECTION, ONE FULL OF FREEDOM AND PERSONALITY, PROJECTING AN AIR OF 'IRREVERENT COOL'.' - solestruck

The Miista Fashion Line

What I plan to do is bring in a brand extention to this distinctive unique business. This will entail the launch of a clothing line which will offer a range of jumpers, t-shirts, trouser, jackets and dresses to go along side the beautifully designed shoes and accessories already in place. Their will also be a small exclusive vintage range of clothing availble at the store.

SIZE AND VALUE OF THE MARKET

The fashion industry is one of the most competitive yet creative in the world. Weather a fashion company is based in the UK or Japan they have a global interest and competitive nature towards one another.  London Fashion week acts as a catalyst for the UK trends to be analysed and shown to the public by the media and journalists. This year Miista shoe and accessories collections where exhibited at London Fashion Weekend.
Currently the link between retail and fashion designers has being used as a popular strategy of all over competitiveness of the UK market.

This is a table I took from the British Fashion Council report on value of fashion. It shows us in which countries fashion spending is the most high in and which sectors bring in the most sales. Clearly London has the highest total spending on fashion products as well as Women’s fashion being the most popular sector which consumers spend their money on. This allows us to see that from Miista being based in London it gives them an advantage in opening a clothing line as it is where most money is being spent. From e-commerce, advertising via social media, magazines and FILL they can reach out to other parts of the UK (and world). Also by selling in stores like Urban Outfitters, tinfish, Bitching and Junkfood (uk) and many other USA, European and Japanese boutiques and sole traders it means by having their base in London they are still reaching out to customers world wide.

TRENDS IN MARKET AND CONSUMER BEHAVIOUR

GUILT FREE PURCHASES

Nowadays there is a big awareness of the planet, society, addictions, indulgence, body weight, health, charities and world issues. With a sense of guilt constantly weather its buying fatty foods, buying unethical produces or buying from retailers who use sweatshops or unfair manufacturing. Consumers don’t want a sense of guilt when purchasing products, they will be more likely to buy products that will do good to the earth and do good for their body.
Miista fashion line will incorporate a method of eco-friendly rules and use this 'Guilt-free' method to attract consumers to purchase more products. 

-Using ethical fabrics

  -Manufacturing in an ethical way and not using sweatshops etc- Create a tote bag of which a percentage goes to charity

- -Do promotions in relation to charities eg, TOMs buy a pair of -their shoes and they give a pair to a child

- Make sure ergonomics are high 

THE INTERNET OF CARING THINGS

This trend is talking about devices that show emotional or caring values to the customer. This could be an app to monitor health, helping save money, finding out deals, reducing weight, get work and or chores done. It can also include a device giving out information to somebody about his or her loved interests or personal pursuits.
Miista could adapt this through,

-    Competitions (win products)

-    Apps/blogs helping find fashion deals

-    Advertising health promotions within store and online
-    Levis have bikes in store so that customers can try out how flexible their jeans are when exercising. Miista fashion label will do the same but instead of a bike use tredmils to see how easy it is to walk in our heels

 WONDER WOMAN
SPACEY
SIMPLICITY 

FASHION TRENDSSPRING-SUMMER 2014INSPIRTION. MIISTA 

1. MINDCRAFT. SHINE

ALTUZARRA

DOLLS KILL - TRIPP NYC

MAX MARA

1. 
   

1. 
   

1. 
   

1. 
   

1. EXOTIC WANDERLUST

KENZO

ROBERT CAVALLI 

HOUSE OF HACKNEY 

1. 
   

1. WORDS AND LOGOS

ISABEL MARANT 

GIVENCHY 

ASHISH

MIISTAS USP's . 

•        Offer a new style 
•      quality clothing manufactured in Spain 
•      Earthy, space aged designs different to the likes of other        designers who own those characteristics 
•      Exclusivity, not as well known as other company’s such as        top shop for example 
•      A sense of individuality and uniqueness 
•      A mix between simplicity, earth and color as well as a            vintage range 
•      Online availability as well as in store 
•      Not produce a massive amount of each product to keep them        limited and desirable 
               Miista’s emotional selling points 
•      Ethical trading
•      Fairtrade range (t- shirts and tote bags)
•      Identifying our direct customers
•      Using jasmine scent to create a stress-free, happy          environment when customers are in-store shopping 
•      Giving a percentage of a range to charity 
•      As well as advertising our own products in store and      online we will raise awareness to other causes/charities in the world. 

Our Customers

I scouted around London and Brighton to find the type of individuals whom have an interest in Miista/ target consumers.

INDIVIDUAL 
COMFORTABLE/CASUALMODERN TWIST 

HOUSE OF HACKNEY 

Price range £50-£500 
Location East London
Sell Clothing, Homeward 

House of Hackney was found in London
2010, so like Miista it is a recently discovered business. The brand emphasizes being an English company focusing on quality and design. Their signature designs include natural, motif prints that portray modernism. They are based in East London’s Shoreditch not far from the Miista store and they are currently being stocked in over 35 stores worldwide. 
AS A MISSTA COMPETITOR: 
·      Price range
·      Location base
·      Target market
·      Both new, rising businesses

House of Hackney also as well as being sold on ASOS has a collaboration with ASOS, from looking at my primary research a lot of our target age shops online at ASOS. As Miista shoes are already being sold on ASOS it shouldn’t be a problem to sell the fashion line on there too and even think about doing a collaborating line in the future. 

LN-CC
Price range £30-£3000
Location Hackney Sell clothing, shoes, art, music, accessories and books 

LN-CC is a on going, forward thinking store teamed with an online shop too. It combines space within bricks and mortar retailing. They supply clothing from designers from all areas of the world from English through to underground Japanese street-wear. They sell designers such as Givenchy, Levis, Rick Jones, Yang Li and many more. The store also offers exclusive, specific items such as hard to find vinyl and out of print/1^st editions in their book section. The interior of the shop is an experience in itself and to visit you are required to book an appointment.

                          

Yolke
Price range £60-£250Location London 
Selling clothing & nightwear 

  
Yolke originated in 2013 from two Central St Martins Students. There style is classic, tailored, elegant that compliments timeless designs as well as being modern. They use suppliers in the UK with a high quality result. They take care when producing their products by using specialist factories and suppliers from origins like Yorkshire and Cotswold’s which fabrics are all found in the UK. 

            Never Fully Dressed
 

   

     

  Location London
   Price £25-150

   Sell clothing and accessories

Never fully dressed began as a stall in Portobello market and now is an online sensation with fashion conscious people mainly in the UK. As well as Miista they are massive bloggers and gain loyalty through that, they also provide customers with a small range of quality quirky clothing. Although Miista will have a higher price range both brands are reaching out to the same audience and portray similar styles to one another. 

What Miista will do for you (MORE THAN OUR COMPETEIORS!)

 ·      Exclusive, quality clothing·     
Giving consumers a clothing line designed closely alongside their favorite shoe brand·
  Support ethical manufacturing·
  Supporting charities while you purchase unique style clothing·
  Giving the world comfortable, guilt free, earthy styles ·     Competitions to earn your Miista products for FREE
·      Personal blogging 

BRANDING AND PACKAGING 

Miista is already an established brand, although visual objects/colour are more recognizable and memorable than a word is when trying to attract customer’s attention. For Miista it is very important to allow the right about of personality teamed with simplicity to gain the best logo for the brand. 

Key words currently associated on the web for Miista shoes (via social mention)
-shoe
-free
-instagram
-Fashion

Key words associated with Miista clothing line

-free spirit

-Futuristic
Elegant
-Ethical
-Eco

MIISTA LOGO 

Miista’s current logo is their brand name along with the founder, Laura Villaserin’s name underneath it. For the launch of the brand extension we were planning orginally on encorporating the orginal logo with other symbols added, although having done experiments with this we have decieded to keep the orginal logo and add new colours and styles. We will explore colours and textures in our new design.  

The goal of the Miista logo and promotions is to make customers aware therefore a great deal of design, artwork, photography and testing has gone into the creation by producing it.

As the logo will be reflecting on the style the label is trying to perceive I am going with a spacey, free, earthy logo. 

The images below are photos I've collected for inspiration for the final design of thee Miista Logo. I want to reflect on the earthy, close to nature feel that the shoe designs show. 

Natural History Museum

LOGO DESIGNS

FINIAL LOGO 

MIISTA LAUNCH ADVERTISEMENTS 

                                 

For Miista advertisments for the Launch I wanted to use documentation photography to give that personal, rough feel to the photos. I used film photography for the campaigns wanting to give a vintage vibe as I wanted to display what the brand is and what it sells in store which is a funky, casual, free spirited clothing along side an exculsive high end vintage range. I want the brand to come across as a life style, as well as a clothing company. 

 

MARKETING COMMUNICATIONS

Marketing Strategy		Description	Effectiveness
Advertising
	Magazine	Dazed & Confused, Phoenix, Used Magazine, ID..	Personal– Medium Large Audience- High Credibilty- High
	Guerrilla	Street art & Sticker bombing	Peronal- high Large Aud- low Credibilty- high
	Advertorial	Articles in magazines	Personal- low Large aud- high Credibilty- Med
	Inserts	Advertisement campaigns	Personal- low Large aud- high Credibilty- Med
	Social Media	Advertisement Campaigns	Peronal- high Large Aud- high Credibilty- med
P.R	‘Celebrity gifting’	Not celebrities as such but use of known bloggers *	Personal- high Large Aud- high Credibilty- high
	‘Celebrity sponsorship’	Blogger sponsorship	Personal- high Large Aud- high Credibilty- high
	Editorial
Selling	In Store	Alongside shoe designs and vintage range	High, customers can try on clothing
	Pop ups	Showcase clothing temporarly in different locations	Medium, try on clothing for limited amount of time- might increase sales because of time limit although
	Online	e-commerce	High
	Botiques	Sold along with other designers	Medium
Sales Promotion	Packaging	Business cards etc	Medium
	Website	e-commerce	High levels of customers can see these visuals
	Blogs	online informing and promoting	Medium, although personal, high
	With flyers
Direct Marketing	Flyers	Promote offers (vaid with flyer)	Medium
	Email contact	Email promotions	High personal level
	Social Media
Social Media	Pages on sites		High
	Blogs		Medium
	Pinterest/Instagram		Medium
	Twitter/facebook	Can make contact with consumers and a link to advertise	High

Advertising

By using magazines like Phonenix and Used magazine we reach out to a specific audience London based who are culture thirsty and have a love for fashion, this will appeal to a large audience but also gives the chance to advertise through a more emotional and person way through different campaigns. By using ID and Dazed and Confused Magazine it reaches to a much large audience and gives it global credibly. By using gurellia advertising it means we can give the brand that exclusive mystery edgy feel by sticker bombing the Miista logo around the East London area to create that cool modern way of advertising. 

PR

We will use celebrity gifting and endorsement, the celebrities used will be fashion conscious bloggers or known fashion conscious people such as Suise bubble, Pixie Geldof and Alexa Chung. This is so we don’t take away that exclusive feel and not to use mainstream celebrities.

Social Media

My Primary research shows a low number of 18-15 year olds are aware of Miista, according to statistics from alex.com females in college give Miista most of their views mainly being in the UK and then Italy.

SAMPLE MIISTA FASHION PRODUCTS