1. The beginning of a story…

2. Salt and Silk is a unisex clothing brand,
designing and selling high quality
contemporary street wear for the ‘youth’
market, who are forward-looking, creative
and unique people. Building a lifestyle that
people can relate to and be apart of.
“‘Youth’ is an attitude not an number/age. Stay young, stay
ignorant. Surround yourself with positive people and encourage
others to be positive. Be child like in wonder, Be romantic in
revolt.”-Bobby Hundreds

3. Mission: To provide our customers with
high quality unique garments and
accessories that consistently follow our
philosophy whilst staying current. To
provide unique customer service in order
to promote our lifestyle in such a way that
people truly want to be apart of our story,
engage with it and help to shape it.
Vision: Our Vision is to become a global
brand that is known for combining the
ideas from all edges of creative practice
into a forward moving lifestyle brand.

4. Be Unique, Create your
own path.
Not afraid to be
differentStepping out into the
unknown as opposed
to following a path
that is well trodden.
“Comfortable and
Familiar”
This is the very fundamental of
our business philosophy.
To take the road less
traveled, one has to
accept total responsibility
for ones choices. The truth
really does set you free!
Not settling for the social norms
of our culture but instead
formulating a reasoned
philosophy that will help a person
live life to the full everyday. They
will not follow other ideologies but
their own they will follow their

5. “Live in the here
and the now”

6. These are the things that we are most interested in. They have
shaped our understanding and expression of life.
Music: Salt and Silk has been influenced by the house and electronic
music culture as it represents a pure form of vibration that gives rise to
thought and the exploration of creative ideas. This helps people to carve new
directions in their lives.
What has influenced the brand and our philosophy?
Festival Culture: This is
a global culture for
enjoyment and discovery,
showcasing the most broad
minded individuals who are
searching to truly
understand and feel all that
we are.

7. Nature: Our attention to detail and high quality
comes from natures influence. If were for
example to take a fruit such as an apple and cut
it in half we would see how the seeds form
around the core of the apple. They form in such
a way that it is hard not to use the word
perfection. Every collection will display this
attention to quality and detail as it more closely
reflects the perfect nature of life
Influences continued
Simple design: Zen and minimalism are very
informing practices and have influenced salt and
silk. Zen can be understood as ‘looking inside
oneself’. We believe that you can lead a happier
and more exciting life when you truly understand
yourself. We want to combine the ideas of creating
self reflective design whilst looking at all the edges
of creative practice to reflect our view of
contemporary culture.

8. “Define yourself, Think for
yourself and don’t be afraid to
be unique”

9. Customers
• Age: 17-30 year olds
• Gender: Male and Female
• Location: Built up urban
areas such as cosmopolitan
London. These locations will
be full of the target ‘youth’
market. These are the
epicenters of society
17-22: These will be people on
student level of income or may
also have a part time job. This
will enable this group to treat
themselves to a few essentials
throughout the term. The
younger people in this group
might have a parent that will be
a middle class earner they will
purchase on a teenagers
behalf.
22-30: These people will have an income of about
£26,000 plus which is a graduate level of income.
At this wage Salt and Silk becomes an affordable
brand. The social class of this group will be the
Middle ‘youthful’ class their occupations will be in
the creative industry's such as media, marketing,
fashion, design, music, advertising etc… These
people will be interested in the contemporary
environment that surrounds creative people. They
will be regular social media users who engage in
social conversations with their favorite brands.

10. Wholesale customers
Example: Topman.
Born in 1978, it has over 185
stores in the UK. It receives
over 160,000 visits a week to
topman.com
Their customers are the
group that we are targeting.
These are the trend
conscious bright-young-things
which include sub-cultural
and indie groups.

11. The ‘Youth’ Market
A few points.
• They have access to a 24/7 digital self expression platform in the form of
Facebook, Instagram, twitter etc…
• They want meaning full connections to brands
• Current music has a strong influence.
• They are a very political and environmentally aware group
• They want a meaningful living and consumption.
• Under 25’s who live in capital cities are the most fashion conscious.
In order to appeal to this group of
individuals we must engage with the
customer through displaying a real
understanding of their interests!
Child like in
wonder, Romantic
in revolt

12. Industry
The clothing industry in the UK and the world is one of the
largest markets. With 7.5 billion people on the planet there will
always be a need to clothe the people. The market was valued at
1.7trillion dollars in 2012 and employs nearly 7.5million people.
There is an almost infinite size that the market could grow too,
this makes it a competitive business to be in.
In the UK household
consumption on
clothing and
footwear is £59
billion.
British consumers spent about £900
on fashion which is slightly above
the EU average of £700 a year.
New trends lead to high
demand in the market place.
The strength of ecommerce and
marketing today means that
high quality can result in
affordable prices

13. The ever developing technological
environment that surrounds all industry it
enables people choice when it comes to
what to wear. This has enabled people to
express there social beliefs through the
clothes they wear. This has enabled
brands to grow from little beginnings due to
strong followings from their loyal social
media armies
We foresee a more transparent clothing
style where people mix and match from
different brands and clothing styles in order
to complete their reflection of themselves
The industry is a very fluid one in terms of
changing trends and numerous collections
are released each year by fashion forward
brands

14. • To be stocked by our first wholesaler before the end of the year
• To have a fully researched and meaningful collection that we can be proud of.
• To grow our social media platforms by 10K on all platforms
• Take on more celebrity ambassadors
• Double sales before the end of the year.
• Promote our lifestyle in such a way that people truly want to be apart of our story,
engage with it and help to shape it.
This Year…

15. “You are an expression of your
experiences. Make each one
good and you will become a
reflection of all that is good about
life”
Callum Best for Salt and Silk

16. The market is crowed with
competition however this does not
mean that brands cant shine through
and succeed in this environment.
Here are a few brands that we have
looked at and identified as
competition.

17. Nicce is a unisex street wear
brand that was first introduced to
our wardrobe in 2013. Since
Formation they have focused on
developing a clean honest
approach to contemporary street
wear apparel. They create clean,
functional clothing pushing
forward in new directions for-ever
maintaining their ethos. Drawing
inspiration from London's ever-
changing culture and music
scene, Nicce’s AW14 collection
shows an exciting mix of
traditional ideas with
contemporary cuts.
Facebook
Instagram
Twitter
They have managed to
build an underground
community for their
designs through the use
of big name DJ’s and
great organic social
media marketing
campaigns

18. IUTER is a street wear brand
fully designed and manufactured
in Italy. It was founded in 2002
by a group of people with a
strong passion for board sports,
graffiti and music.
Facebook
Instagram
Twitter
This brand is so
creative in the
collections it brings
out we want to take
a leaf out of their
creativity manual
and create garments
that are talked about

19. provider of premium,
urban apparel of the
highest quality. Their
original designs
epitomize the urban
culture and artistic flair
that is the foundation of
the Serge lifestyle. They
strive to create an artistic
community that focuses
on producing cutting
edge designs.
Facebook
Instagram
Twitter
Serge is a great brand to look at it is a brand that has been
successful in creating a lifestyle that people follow. They
have done this through a very forward thinking social media
campaigns in which youthful creative thinkers from all
around the globe have been seen wearing serge.

20. The foundations of the company were,
quickly and efficiently built using a
powerful string of social networks
using nothing more than word of
mouth. HYPE launched its first
designs; a lighter inscribed with the
statement: ‘Get Your Own Fucking
Lighter’ and a range of ‘alternative’
designs; a modified Einstein, Monroe
and Elvis on separate t-shirts. These
thought provoking first designs gave
the market something completely
different which contributed greatly to
their success story!
Facebook
Instagram
Twitter
Although Salt and Silk is not trying to copy
HYPE, a lesson can be learnt when it
comes to the impressive social media
community that they have built up in the
last 3 years, it is an amazing achievement.
The creativity that is applied to each and
every design is something to take away
from this analysis. designs are very striking
and thought provoking something that we
want to apply in one way or another.

21. Overview of competition
Similarities
• High Quality garments and
accessories.
• Very high attention to detail
• Researched design
• Strong social media followings
• Real sense that their customers are in
a community or a sub-culture.
Differences.
• Unique design to that brand meaning that it is one of a
kind
• Some are full of all over prints in full colour and others are
more reserved in the way that they use multiple colours
• Appeal to different groups who follow them and are loyal.
• Diversity of products
• Different cuts on the garments.
• Different messages they are trying to evoke

22. Salt and Silks unique corner of the market is to promote our
philosophy on life through our clothes and accessories and
incorporate all areas of creative practice into our lifestyle. You
will buy salt and silk due to the high quality fashion forward
designs and the community you can become part of after your
purchase expressed through our social media avenues. Each
customer will help shape and define who we are
Salt and Silk will be a
sanctuary for our customers
to escape from social
conformity and enter into a
world of creativity, thought
and high quality clothing.
Niche
Our original design will shout out to
the market and our philosophy will
keep people coming back

23. Core company strengths
Our harmonized combination of multiple resources
and skills that distinguish us in the market place are:
Our unique vision and
philosophy that our customers
can become apart of and help
to shape.
Attention to detail and style in every aspect
of the brand, from the website to the label
in the neck.
Original Design
Very low cost overheads, No debt
Strong social media following
after a year of trading.

24. Products
Salt and Silk are looking forward this year and bring out a capsule collection which will
be marketed at our youth market . The next few slides display the trends, styles and
cuts that will influence the new collection giving a good idea of what it will look and feel
like.
This is a collection of cut and sow t-
shirts. Our collection will feature a
cut and sow tee which is slightly
different from the market standard to
set it apart. Our logo may also be
applied to the middle of the tee,
derived from the market trend for

25. We want to create a design
that changes the normality of
what a t-shirt is. Something
that these images represent

26. Here is our inspiration
for some simple yet
effective designs that
are successful in
reflecting these brands
images through the use
of a high quality
garment that has been
intelligently designed
with the customer and
brand in mind at all
times.
The capsule collection will
consist 3 new T-shirts, 2
new sweats and a few
unique pieces.

27. The simplicity of these
designs are what makes
them interesting and
wearable, this is something
that we are striving for. We
do not want to create a
plain t-shirt that has had no
thought or meaning
attached to it.

28. Of particular
interest here is the
Fit and the position
of the logo. We like
the youthfulness of
these designs
Lazy oaf is a great brand to look at when
we are thinking about designs that
incorporate logos. They apply so much
creativity into each design that the end
product is evidence of this. Each Salt
and Silk product will ooze creativity.
We want to use words and phrases in some of
our designs to further promote our philosophy.
Such as ‘Hear + Now’ ‘Be Unique, Create your
own path’

29. The Street

30. Marketing
As seen in pervious slides our target market is the 17-30 ‘youth
market’ but what other things defines this group?
Psychogaraphics: desires exclusivity and
QualityBlogs: Hypebeast, Superfuture,
Highsnobiety
Music taste: Indie, House and Electronic but they do
not disregarding other genres as they understands and
respect the musicality that it takes to create.
Reads and watches: GQ, Complex, Esquire,
creative thinking ideas, TED Talks, interesting and
imaginative videos
Other brands they shop at: Independent street wear
brands, Zara, Topman, Urban outfitters, Nike
Salt and Silk
club night
back in
September
Our thoughts
and feelings
shown in our
blog

31. Strategy
Promotion: We will use our
social media and other
fashion forward
publications to directly
influence our target market.
We will up date these
everyday with different
thoughts and products at
periods throught the day.
Low cost methods:
• Facebook advertising which
can be targeted at our specific
market. This has been
successful for us in the past
• Clothing deals with high impact
fashion forward individules that
have a strong ‘youth’ following
and large social media
presence. This has worked for
us in the past with Cullum Best
wearing our sweatshirt on
twitter which directly resulted in
20 sales that day!
The Marketing strategy will
always keep our philosophy in
mind and help us to promote
the image of the free thinking
healthy lifestyle brand that is
fully aware of the world that we
live in and how creatively
beautiful it is.

32. “Don’t waste time on a simple level of experience,
immerse yourself into the ecstasy of life”

33. Customer Service
The customer is at the heart of all that we do. At the
moment we offer an email service where we
endeavored to respond to all questions within 5 hours.
To improve this we want to add a simple FAQ section to
the website for customers to quickly and easily get the
answers they are looking for
Delivery: We ship first class and will be with the customer within 1-2
days however we have state on our website that this could take up
to 7 days.
Items are packaged in a black bag in which stickers are placed
inside along with the story of our philosophy and the places to find
us online.
To improve our service we want to:
• offer a return address sticker and instructions.
• Send an email asking for some simple feedback
questions about how the experience with salt and silk
has been.
Example of
how the future
packaging
could look

34. Next step:
Next few months:
We want to design and manufacture the new capsule collection ready
for release at the end of March
Start an iconic marketing campaign that will create a strong brand
image that will represent our philosophy which is easy for our
customers to understand.
Speak to more high impact social icons to help the marketing
campaign.
Start talks with wholesalers who might be interested in stocking the
new collection
Trademark the brand. Name and Image
Status of the company
The company is registered as a limited company under
the name. : SALT AND SILK LONDON
Number : 9385812

35. Salt and Silk will lead the way on expanding
the horizons of street wear with intelligent
thought. We will achieve this thorough a real
understanding of who we are as a brand and
who are customers are on the most
fundamental level.
This is just the beginning of a story …