David Yepes FS

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David, I made a few adjustments to your wikipage organization--hope this helps. Robert_Ransick (talk) 21:17, 5 September 2015 (UTC)

Reading Responses

Owing our Future

More than a critic to capitalism, Marjorie explores the different ways in which this “failed” system can be redesigned. A way in which corporations and entities can achieve a purpose centered in the well being of society and sustainability. Her broad exploration and discovery of many companies that have been focusing on promoting values of human dignity grasped my attention. In fact this exploration allowed me to have a better understanding of the great employee-owned movement. I call it a movement since it is an admirable system that is promoting change in many companies and is slowly spreading. This movement doesn't only promote the well being of the workers and leaders, but also the economic growth of entities. The generative system works as a motivator to the workers/shareholders that gives them a sense of ownership in the company infrastructure which leads to a better performance in their individual positions. An example for this would be the John Lewis Partnership, which is a company that has grown incredibly due to its ideology centered on fairness, sustainability and community.

Even though I find Marjorie’s book a great source for exploring companies that follow an ethical purpose, I find myself in a constant debate over what is the best way to influencing other institutions. Marjorie touches upon this theme, nevertheless I wish her exploration would include alternative ways in which people can be challenged and influenced to stop thinking “of the self” rather of the we. I consider that we live in a changing society, however not everyone has the same capacity for looking at alternative lifestyles. Is hard for me to imagine public companies to look up for generative architectures. This may be because ambition leads to more ambition which sometimes leads people to stop thinking about others.

On page 160, Marjorie opens a question that she decided not to discuss: “Is there an optimal scale for generative companies?”. This question stood in my mind during the rest of the book, and I wondered whether the best companies have to be always relatively small. She mentions several times that the design and evolution of generative companies is much slower than those that claims a fast exponential growth, thus generative entities tend to be much smaller. I kept asking whether is better to have many small companies rather than fewer bigger ones, and if so what would be the negative impact on society. I imagined a world composed merely by small generative designed companies and at the beginning I thought it was fantastic. However, as I started digging into this idea, and I realized that profits and revenues might be kept inside the communities, limiting investments outside the area. So, I started to think broadly about exportations, areas without food resources and the dependency that we have on technology and big companies. This took me to realize that we need an equilibrium in the economy. Maybe, we need a combination of Extractive and Generative systems to make the economy survive. Perhaps there could be companies that mix both ideas. I could see in the future extractive companies implementing ideas of sustainability and fairness and at the same time having a maximization purpose.

This is a topic that might take us to long discussion, and would bring different perspectives which I would be more than happy to learn about.


Messy minds of Creative people.

Scott Barry remarks at the end “creativity is messy”. I consider that defining creativity is an abstract concept, it varies according to the individual, culture and habitats. Creativity comes along with personality. People could have similar ways of behaving but their personalities will always be different, therefore creativity is infinite. We could easily fall into the idea that creative people are born creative, and it could be right at a certain point. However, I consider that there are many ways in which people can stimulate their abilities to create new solutions and ideas, such as involving various arts and humanities into their daily life, especially in educational systems. This implementation could help people to navigate through different stages of creativity, allowing them to adapt different creative “Super-factors” according to the occasion.


Ideas for Startups.

During the last years I had met many people with incredible skills for business who are both creators are innovators. I have been introduced to many ways in which companies can be structured and the principles that projects and ideas should have. I really identified with this reading because it reinforces many of my concepts as well as it contributes to my learning experience with new ideas. Some of the things that grasped my attention the most were the different ways in which people should start a startup. Many people -including myself- think that coming with new ideas means that we have to create something that has never been done before or something nonexistent in the market. However, to be successful we have to get inspired by other companies and enterprises. To have a good startup we have to look to our competition and add our original essence into this new and creative idea. Paul Graham mentions: “to get market price, work on something where there’s competition”. This means that sometimes we have to stop thinking in the impossible and look up for ideas from our surroundings.

The most important idea that I get from this reading is that we should stop thinking that we can build new ideas by ourselves. The reality is that we need support from others to come up with excellent ideas. The criticism and ideas of others are fundamental in the creating process of new startups. This is the reason that we should take the role of a “hacker” when we generate innovative startups ideas.

Design Thinking

A Design Thinker’s profile can never lack of empathy and collaboration. Tomas Edison is a great example of what this profile should be. Tim Brown mentions in his article that Tomas Edison “broke the mold of the ‘Lone genius inventor’ by creating a team-based approach to innovation”. Edison knew the importance of a diverse group of people to create a great and innovative idea. He also knew the importance of empathy into his team work. He understood that satisfying people’s needs to make their lives easier was the key to his success. This is where I consider that the anthropological and psychological approaches are elementary into design thinking. To a start an idea we have to understand what people think, feel, see, hear, say and do. This can only, be understood when the anthropological approach appears. By looking deeply into the peoples needs we are innovating, we are fulfilling their needs and thus grasping their attention. The Japanese bicycle company, Shimano is a great example of this. The article mentions that Shimano knew that the “90% of American adults -wouldn’t- ride bicycles”. This caused them to conduct anthropological research to understand the customer’s needs and concerns. Owing to this understanding, they manage to innovate and at the same time allow their clients to think about bicycling as a fun activity, rather than as a sport.

Human centered exploration is indeed the very first thing that Design Thinkers should have in mind. However, this exploration should not only be applied to costumers, but also to the people inside the company, such as employees. When there is a good understanding of the needs and concern of the workers, there is a great possibility to make improvements that would impact both in and outside the company. This can be proved in the strategies implemented by the Kaiser hospital. They realized that training and understanding their employees will impact positively the experiences of the patients.

By understanding peoples behaviors and thoughts we can play with their emotions. Feelings and emotions are the most important customer value. Selling emotions rather than products can make a company to be really successful. This is where design and marketing comes in. By selling an elegant, technological and unique product we are encouraging costumers to desire the product. Moreover by enhancing brand perceptions through evocative advertising we are reinforcing emotions on the costumers.

“Design thinking is a tool for imagining these experiences as well as giving them a desirable form”. To make this happens we first have to take into consideration the Human-centered approach that will later allow us to play with customer’s emotions. This will potentially compel customer’s gratification, thus leading to innovation.


Design for Action

This article opened my mind to think beyond the words “Design Thinking”. When I first read Tim Brown’s article called “Design Thinking”, I thought I understood the meaning behind it. However, I did not think that this concept could be applied to managing intangible challenges. This concept goes further than designing and producing a product, it indeed can be applied towards a social change. The Peruvian company, Intercrop is a great example of this. Carlos Rodriguez-Pastor had a clear vision to help the economy of the country by supporting middle class people. He knew that the country needed more middle class people to bring growth to the nation. This intention took him to innovate by building a new architecture design of his company. By providing jobs and education to people he empowers the community, and therefore the country.

Something that grasped my attention the most is that Rodriguez-Pastor doesn't only invest into researching costumers’ needs, but he also invests vastly into sending his employees and managers to attend programs in the best companies and schools. Having different perspectives of other companies, managers and employees can bring those ideas into the company and make a great change. This contributes to some of the most important principles of “Design Thinking”, which are Collaborative Thinking and Innovative Action. Intercop’s design did not only bring a social transformation, but also the economical growth of Peru. Properly Applying the method of “Design thinking” can make projects a “real possibility rather than a idealistic aspiration”.

What is strategy?

In this essay Michael E. Porter says, “Although fundamental advantages prosper, the majority are doomed to a rat race no one can win”. He mentions that the homogenization of business structures among companies is a battle that no one can win. This is because companies are constantly looking to imitate other companies activities to implement improved versions of them into their structure. This is called Operational effectiveness. This is a system that could be successful for many entities. However, this is what provokes the constant competition among companies, which takes them into the rivalry that never ends. In contrast with this, Porter presents a structure that can make companies unique and successful in comparison with its competitors; this is called strategic positioning. Strategy is all about being unique. It brings innovations and technologies that could position a brand into a new concept, thus into a higher hierarchy among their competitors. If this structure is well implemented, it could be almost impossible for other companies to imitate it. By having a strategic position a company can combine innovative activities, bringing a new concept to the brand, thus avoiding battle competitions.

Personally, I agree with almost everything that Porter argues in his essay. However, in the section, “The Growth Trap”, I felt a bit puzzled at first. The author writes: “the desire to grow has perhaps the most perverse effect on strategy”. This desire to growth leads company to open their market, by extending product lines, or adding new features to their products. He mentions that this could cause their failure. When I was analyzing what he mentioned I did not see the problem of a company wanting to have a profitable growth. This made me think about the big sport companies. Most of those companies have shifted their markets. They have been adapting their products to be multipurpose with the purpose of increasing their revenue. As they offer a product for athletic people, they are also offering clothing for normal people that want to feel comfortable on a daily basis. They bring wearable sporty fashion for in and outside of sports. They now target both athletes and people that look for a comfortable and fashionable product. I though about this extension of products and the adaptation of new features into their business models and it made me realize that Porter’s concept does not fully apply to some companies. This change could also work as a business strategy.

Many companies have to look for different business strategies, and this could take them into modifying their target audience and product. This is not always a great activity to do since it could ruin the reputation or image that a company has created for years. This can lead a company to failure. However, I consider that for some companies, targeting a different audience and adding new features to their product can be a great strategy to make themselves unique and innovative. This perhaps might not work for all of them, but for some it could make them win the “rat race”.

The Five Competitive Forces that Shape Strategy

This article made me think about strategy in a broader way. This is a great continuity from Porter’s article, “What is strategy?”. At the beginning, I had a perception that strategy was innovating company’s structures with the goal to eliminate competition. However, this essay made me realize that it is not about eliminating competition; rather it is looking structurally at competitors to see what can be changed to differentiate products. It is about finding an innovative product or idea that companies cannot imitate, but at the same time creating space for competition. The success is found in looking at the weaker structure of the competitors, to overtake them without getting rid of them. Eliminating competition can be harmful, since it opens space for future rivals to compete with unique ideas.

This article made me realize the different ways in which the industry structure should be understood. By looking at the five competitive forces, we can anticipate risks. Therefore, we can avoid them without failing. I understand that business is not only about competing, but is also about offering better customer values, channels and establishing innovative customers relationships. This depends of course on the customer’s needs, which leads some to look for price instead of quality or vice-versa.

Everyday, I am more fascinated by technological innovation. It is interesting to see how commodities are everyday more available for people and how business structures changes. Technology creates new substitutes and can shift companies’ performances. It threatens the structure of some companies over time, but it also bring new business models with great and innovative ideas. I consider that to avoid falling into the destructive side of innovation, companies have to analyze broadly and specifically the industry structure and its technological advances.This would help companies not fall into the same crisis that some business involved with video renting and long-distance calling have been suffering.

SWOT

The success of a company is not based on the present, but how it develops to achieve productivity and innovation in the future. Davis Collis and Cynthia Montgomery establish that a company must look out for effective strategies that values such as inimitability, durability, appropriability, sustainability and competitive superiority. Even though all of them are of great importance, I consider that one of the key strategys is based on Durability. A company has to look forward in the future rather than focusing in the present. Technology and innovation are rapidly changing the course of the world, which can work as a threat or an opportunity. Companies should be aware of the work styles and lifestyles trends since they affect the future of industry. If companies don't pay particular attention to this, it could cause the failure of the company in the future.

Startup ideas and companies have to be curious about the ways in which people behave, think and interact with others. From this observation they can bring great ideas that could meet the needs of clients, bringing success. However, is of great importance to look at these needs from a perspective that goes beyond the present. It should be looked from a perspective that allows to see the potential changes that those needs might have, due to other interactive factors.

Innovation brings along new approaches and opportunities. Therefore, the creative process of a startup and strategy should be focused in future development. This will allow a potential success in the future without being affected by other innovative companies. This is the reason for which strategy should be a continuos process in a company. It is not something that should be applied occasionally, but rather something that should be taken in consideration throughout the whole process of development of the company. This might involve risks, but it also might involve innovation that leads to a product differentiation.

Companies have to make external and internal analysis to be able to understand the market in which they compete. By looking at SWOT -strengths, weaknesses, opportunities and threats- companies can have an overall idea of how their structure looks like, allowing them to create plans that mitigate problems and innovate structures. Both internal and external factors are essential in the world of business, since it allows the development of new strategy that leads to a better future. Relating a company with its environment allows competitive strategy, which satisfies the needs of current and potential customers.

The Design of Everyday Things

Don Norman often mentions in his essay that engineers are more focused in the logical rather than in the experiencial. This is the reason for which many products fail. Norman establishes that a designer must understand technology and psychology. Finding a good communication from machine to person will indicate a good use of ‘Discoverability’ and ‘Understanding’. These two concepts allow the communication of the correct message of the product. When a product is complex to understand because it has too many functions and controls, the product will be a failure. No matter how good the product or service is, if the device is confusing, the whole purpose of the design is lost.

When creating a product special attention must be paid to the entire experience that client has with the product. To understand this, Norman focus in three areas of design in his book. They are Industrial Design, Interaction Design and Experience Design.

Industrial design: Creating and developing concepts and specifications that optimize the function, value and appearance of products and systems for mutual benefit of both user and manufacturer.

Interaction design: How people interact with technology. The goal is to enhance people’s understanding of what can be done, what is happening, and what has just occurred.

Experience design: The practice of designing products, processes, services, event, and environments with a focus placed on the quality and enjoyment of the total experience.

When these different design areas are applied properly, customers have integral experiences with the product, which provokes acceptance. However, when it is done badly, the device forces us to act the way that the product wishes rather than as we desire. This is what causes bad acceptance over the product. It is the duty of those who design the products to make the machine understand people. It is not people’s duty to understand the machines’ dictates. When designers comprehend the psychology of people, they can base their design on the assumption that people makes mistakes. Therefore, the designer should be focused on the human-centered design as a solution to accommodate their products according to humans needs.

Many products often have excess features and controls that are hard to memorize or use. This often make us feel frustrated and angry about the way in which those products functions. This is the reason that a product should be easy to manipulate. Norman offers six fundamental psychological concepts that help us to operate Discoverability in useful matter. They are: affordance, signifiers, constraints, mappings, feedback and conceptual models. Those six principles provides true understanding of how products should work for the convenience of people.

Norman establishes that technology offers the potential to make life more enjoyable, which brings a lot more benefits. However, he mentions that as technology advances things are going to be more complex and harder to use. Norman says “ the same technology that simplifies life by providing more functions in each device also complicates life by making the devices harder to learn, harder to use.” Even though Norman’s point on the paradox of technology is clear, I disagree on his view in this particular area. I strongly believe that designers are continuously designing new products easy to manipulate. By including a variety of “exotic gestures or spoken commands” people can manipulate their device easier. Norman says that having many features and commands would create a difficulty from the users to learn all the features of the product. However, we should consider that humans also evolves along with technology. Most probably 20 years ago, people would have found using todays smartphone complex and difficult. However, since we have been slowly evolved along with technology we have been learning how to use it according to its advances. I believe that new advances of technology might look hard from our perspective today, but easy from our perspective at that given time. This is because we are constantly exposed to a series of technological changes. This idea, combined with the constant search of designers to make devices easier to use, will allow users to quickly learn how to manipulate various products. To make this happen designers should focus at Norman’s fundamental psychological concepts: affordance, signifiers, constraints, mappings, feedback and conceptual models.

Experience Prototyping

When I mention to people that I am studying theatre and entrepreneurship they constantly find odd the combination of the two. However, I have always believed that a good entrepreneur is a good actor. The article “Experience Prototyping” has indeed supported my argument in various ways. Prototypes can be done differently according to its business model. It can be active or conventional. When performance and acting is implemented in prototyping it is considered active. Performative prototypes give permission to designers to observe the business model through a different perspective. The designers can make discoveries by themselves which influence and guide them to take the right choices for their products.

Performative prototyping can be done in various ways. It could be through the use of improvisation within a small team of designers or it could be ethnographical. Improvisation allows designers to analyze different scenarios that open space for discussions about what is witnessed. In the article “Experience Prototyping” we find the bodystorming layouts for an airplane interior a great example for this type of performance. Through improvisation the team could experience the physical and social issues that could be presented in an airplane environment. This allows them to understand personally and directly the ergonomic and psychological comfort of the inside of the airplane.

Even though improvisational prototyping is extremely stimulating, I believe that the ethnographical theatre approach is more successful. I also call the ethnographical theatre, invisible theatre. This is when a performance happens but people do not realize that they are being part of it. Only the main actors knows what is happening. People becomes part of the performance but they don’t know that they are part of it, that is why it is invisible theatre. Butane and Fulton provides as an example the research done to analyze a train journey experience. The team in this research started analyzing different circumstances in a train through improvisational games. This took to diverse discussions which allowed the understanding of the various situations. After this prototype was done, they decided to experience the train journey by themselves. This took them to take improvisation in the real life scenario to understand better the customers experiences continuing with the use of techniques of invisible theatre. They had different task: “Pretend that you can’t speak English”. “Be hungry, find something to eat.” “Be friendly and chat with the train staff.” By interacting with the people in the train, the team could experience a real situation that allowed them to find solutions to the different problems.

By experimenting real life situations by ourselves we can relate more easily to the problems, finding better solutions. Performative prototypes are indeed a key element for many services and products. It might not be suitable for every business model, but for those that it is, it can bring many advantages. The experience of prototyping can provide inspiration, rejection of ideas or confirmations. This produces feedback and answers to questions that aims to find solutions. Active prototyping can always be supported with other types of prototypes such as videos, modules, power point presentations, etc. The usage of both allows the visualization of the complete picture, thus understanding the central idea of the product or service.

Business Model Generation

The business model canvas allows to see the whole picture of the business idea. It makes clear how everything flows and how things interconnect with each other. This canvas allowed me to have a better idea of how my startup company will function. It made me aware about what my target audience looks like, focusing on specifics rather than in general. This canvas did not only allowed me to have a better idea of how my business would look like in the future, but also permitted me to see possible threats and weaknesses that I could face in the future. I have been analyzing strategies to mitigate those possible problems.

It was clear that Value Preposition its the most important element in this canvas. This block fits into the both sides of the canvas: efficiency and value. Without this, there could not be any money flow in a business model. To have a better idea of what we want for our company we have to focus first in the product that we are offering. Alexander Osterwalder and Yves Pigneur say “The value preposition is the reason why customers turn to one company over another. It solves customer products or satisfies a customer need”. To grasp customers attention we have to create a product that is innovative and satisfies peoples needs. Nevertheless, we must focus on the ways that we communicate and establish relations with the clients.

Even though Value Preposition is one of the most important elements of business, we have to become aware of the ways in which the company communicates with customers. The canvas model show us two blocks that describe how companies must reach the customer, they are Channels and Customer’s Relationships. If those too are bad implemented, the companies could not successfully reach to their client, bringing failure to the business.

By using this business canvas I have become more aware of the structural changes that I have to make in my startup idea. The nine building blocks has allowed me to see my business model in a complete way, making me think holistically about the flow of the business. This is preventing me from ignoring various details and problems. Thanks to this canvas model I am able to pitch my startup idea with clarity.

Business Model Generation, Part 2

Business models are always exciting. It’s amusing to see and understand how the business models that we constantly use work. The book Business Model Generation explains to us how different business models work and the strategies of different companies to gain profit both at a fast or slow pace. Some of the models explored in this book are: Unbundling Business Models , The Long Tail, Multi-Sided Platform, FREE as a Platform Model and Open Business Model. Two of my favorites are FREE as a Platform Model and Open Business Model.

FREE as a Platform Model works when non-paying Customer Segments are subsidized by paying customers in order to attract the maximum number of users. This type of business is more commonly seen in different social media cites that use advertisements. Companies pay different media to advertise their brand, which allows the other customer segment to have a free or inexpensive access to the medium. A clear example of this is the Swedish company Metro. This company modified the traditional daily newspaper model. Their strategy was based on offering free newspapers focusing on distributing in high-traffic commuter zones and public transport networks. This business model has two customer segments: advertisers and commuters. The commuters obtain a free newspaper which is sponsored by the advertisements, which will later be later retributed through customer’s purchases.

Open Business Model are used by companies to capture value by collaborating with outside partners. This innovation can be “outside-in” or “inside-out”. “Outside-in” happens when a company bring external ideas, intellectual properties or technology into its development. “Inside-out” innovation occurs when companies sell their ideas or technologies to other parties. This is a system model that many companies should follow. A company has to be open to new external strategies and ideas to be able to reinforce their business structure. Many times companies prefer to do it by themselves, because they believe that they have the smartest people in the field. However, even if the people in the company are extremely good at their jobs, they should not close themselves off to obtain both external and internal analysis. Working with smart people in and outside of the company will lead to the company’s improvement.

Business Model Generation, Part 3

Developing Scenarios is extremely valuable when it comes to making business models more tangible. It doesn't only help us to develop stories but also to understand possible developments by making the design context detailed and clear. There are two types of scenarios. The first one focuses on describing the different customers settings, while the second type describes future environments in which a business model might compete. Even though both of them can be based on assumptions, specially the second type, it helps us to imagine possible opportunities in the future.

The key element of building scenarios is to explore different ideas and stories. Creating different stories help us to address issues in relation which customers. For example: it let us know which channels are most appropriate, the relationships that can be reinforced or changed and the value preposition for which the client is willing to pay. This particular type of scenario allowed me to study different potential clients for my business model, helping me to realize my customer segment and what they will be looking for.

Future scenarios help us to get prepare for future changes in our business model. Even though this is not use to predict the future, it help us to have a clear image of possible changes. Combining scenarios can be useful to find ways to mitigate future problems and to create good business strategies. According to the book “Business Model Generation” we have to develop a set of future scenarios based on two or more main criteria. After this, we have to describe each scenario with a story that outlines the main element of the scenario. Finally, we have develop one or more appropriate business models for each scenario. This sharpens understanding of the business model and of potentially necessary adaptations. Developing scenarios help us to get prepare to the future.

Business ideas

4Deviance

Type: Private Entity

4Deviance.jpg

4Deviance would be a company selling 3D printed clothing in which the client will create their own design. The client will have the option to work hands on with a designer to help them to create their preference clothing design.

The client would go to an online platform, where he/she would have the option to choose from various clothing products. The customer could start designing from scratch or could take a basic clothing design without colors, decorations and patters. After the client has chosen their piece of clothing, they would be lead to choose the color, wash, process and decorative items. The online platform will help the client to visualize the final product in 3D. If the client feels insecure about their decision, they have the option to communicate with one of the company’s designer. The platform will facilitate various communication options according to the client’s preference.

The name 4Deviance comes from 4D printing. This is because 4Deviance goes beyond the normal 3D printing. It uses advance technology that allows filaments and nylons to be strong yet flexible. A material with a stretch technology that adjust to the clients body, providing comfort and uniqueness.

The best monthly designs will participate in competitions, and the best design will be used as an example for other clients to create their own clothing. Moreover, this design would become a product offered in the company’s shop, where clients could have the option to buy a product without going through a designing process.

David, check this out. It is very different from what you are trying to do but if you need ideas for how to design the clothes i think this will help you, he is a great designer: https://www.facebook.com/pschakauya/photos_stream. Hadilmarzouq (talk) 16:27, 27 September 2015 (UTC)

Hotel

Five Saṛakōṁ

Type: Employee-owned Entity

Five Sarakom would be a hotel/camp site, where people of different nationalities and religions could be in a place to share different perspectives and ideologies. The main purpose of Five Sarakom is to create a sustainable environment and a communal atmosphere. This entity will combine spirituality, commodity and sustainability.

The site would be located in a forested area, close to many natural resources.This site will allow people to have a positive impact on the surroundings, by working with locals, planting trees, cleaning forested areas, etc. More than a hotel, it would be a great retreat experience for people to get to explore spirituality, sustainability and culture. This would be reinforced through various classes that involve team work building, meditation, yoga, Tai-chi, social work, global and environmental discussions, etc. Five Sarakom seeks to contribute positively the environment by using only the necessary, but at the same time providing great comfort for its clients.

Marchelli

Type: Employee-owned Entity

Marchelli is an entity that seeks to create fashionable bags made out of recyclable plastics. This product will be produced by indigenous communities of the area of Tayrona in Santa Marta, Colombia. This product will have a style that combines modernity along with the local traditional art. This has the purpose to offer to its clients a modern product that comes along with a message of awareness about indigenous communities.

Marchelli is an entity that seeks to address three big problems in Tayrona: marginalization towards indigenous people, lack of recycling, and unemployment.

One of the issues that Marchelli aim to decrease is the marginalization of indigenous communities in the different areas of the country. It is widely known that a lot of Colombian culture and traditions comes from indigenous people. However, due to western ideas and industrialization, this culture has been changing. Indigenous groups are being thrown into urban spaces which make them face poverty and discrimination. This issue is caused due to the lack of education and knowledge of their rights.

Another action that this entity wants to promote and strengthen not only among indigenous communities but also in rural areas is recycling. Through producing a fashionable bag with recyclable plastics Marchelli encourages people to recycle at home and at the same time provides awareness and education about the importance of reusing materials.

This entity also seek to decrease the unemployment level that exists among indigenous communities. Giving jobs to locals of the area would allow a better life style which would lead to the empowerment of the community. This can also take inspire to improve upon or find solutions to local issues such as education and lack of potable water and medical services.


4Deviance

4Deviance allows clients to design their own denim clothing, with the option of adding 3D technology into their design.

4Deviance would be a company selling denim clothing in which the client will create their own design. The company would also provide the client the possibility of implementing 3D printed accessories and elements into their desired product.The client will have the option to work hands on with a designer to help them to create their prefferenced clothing design.

The client would go to an online platform, where he/she would have the option to choose from various clothing products. The customer would chose a clothing cut pattern of their preference, which will be shown in crude denim. After the client has chosen their piece of clothing, they would be lead to choose the color, wash, process and decorative items for the piece. Many of the decorative elements offered would be 3D printed. The online platform will help the client to visualize the final clothing piece in 3D. If the client feels insecure about their decision, they have the option to communicate with one of the company’s designer. The platform will facilitate various communication options according to the client’s preference.


3D printed accesorie 3D printing process


The best monthly designs will participate in competitions, and the best design will be used as an example for other clients to create their own clothing. Moreover, this design would become a product offered in the company’s shop, where clients could have the option to buy a product without going through a designing process.

4Deviance aims for combining the complexity of 3D printing into wearable fashion. It would use advanced technology that allows filaments and nylons to be strong yet flexible. This material is made with a stretch technology that adjusts to the clients body, providing comfort and uniqueness. Even though this will be implemented at a small scale at the beginning, 4Deviance’s goal is to implement this technology in the near future on a big scale. This implementation will vary according to the innovation of this type of 3D printing.

Future goals:

Different body positions that allows visualization of clothing

One of the challenges that many clothing companies face at the moment through online shopping is clothing size. It would be challenging for 4Deviance to change the size of the clothing since it is personalized, which takes a lot of time and money. This could be extremely costly for a company.

This is the reason for which 4deviance aims to create in the future a scan application which people can take several pictures of their entire body. This has the function of measuring the client’s body, thus picking the right size for them. This will also be successful since the client can visualize themselves using the clothing through the platform, thus feel identified with the product.

Since this is a future goal, 4Deviance will start working with the normal size chart that is offered on online clothing shops.

Goals

4Deviance aims to work pin tandem with 3D printing, allowing innovation at every stage of this technology. This could even allow the fabrication of clothing by using only 3D printing in the future for a low cost and improved quality.

SWOT

Strengths
Product that is customized by the customer
designer advice
Using innovative 3D printed elements
Using textiles of good quality that guarantees durability.
Using media and various art types to create a strong relationship with clients.
Products from the online-shop will be cheaper and easy to transport.

Opportunities
Potential partnership with companies (textile companies, artist, magazines, shows, etc)
Partnership with ‘3D Systems’ (or similar to this one)
smartphone application for scanning body for better fit
Using more advanced 3D technology as it evolves

Weaknesses
-Customized product takes a long time and its costly to fabricate
To mitigate this problem, it is necessary to have a already made denim clothing of different sizes without the wash processes and accessories. This would allow a faster process. By doing this, it will also decrease prices since the crude clothing is going to be made in big quantity which decreases costs.

-Expensive, (specially if it uses 3D)
Since the product is customized, the prize would be costly, specially if it uses the 3D technology. To make 4Deviance products more available to different people, the online shop would be an option for people to buy a product without having to go to a design process. This will be cheaper since those products would be fabricated in big volumes which decreases prices.

-More handwork
Hand work also means a higher cost. Therefore, 4Deviance seeks to have certain limitation in terms of amount of accessories and designs that client could add to their clothing.

-Clothing fitting the client
Clothing size is a big problem for many online clothing companies. This is the reason that 4Deviance aims to create an application that allows scanning of the client’s body, to find the best size of the client.


Threats
-Pricing constrains
The fact that it is a customized product, it makes the product more expensive than others already fabricated. Because of this issue, 4Deviance aims to implement an online shop where clients can purchase products without passing through a designing process.

-Shrinking clients’ purchases
Many people might find 4Deviance innovative since it is complete customized. However, designing your own clothing is something that people might not always want. For this problem, 4Deviance not only would offer the online shop, but also aims to establish several shops in different areas. The shops will have a futuristic concept, taking the idea of 3D printing into the architecture of the places.

-Returning policies could be messy and expensive
When it comes to clothing size, it is always a problem for clients to choose the right size. If this were to happen to 4Deviance, it would be complicated and expensive. Having to create a unique product twice it is costly and sending it two times would take a lot of time. 4Deviance aims to mitigate this problem by providing to customer with a scan application. People can scan their bodies by taking several pictures of different positions of their body. This would allow the customer to visualize the clothing on them and at the same time choosing the right size for their bodies.

-3D printed accessories could present damage while washing or other factors.
4Deviance aims to work with several 3D printing techniques that allows the usage of different materials in the clothing. However, since many of those materials are not commonly used into fashion, it could present many problems or changes according to the client’s use of the product. To avoid this to happen, the 3D printed materials would be tested in various ways before selling it, to avoid this kind of problems to happen. According to the results, the company will ignore or use different materials that could be well adapted to the clothing design and quality.

-Other online platform offering similar products.
Customizing products according to client’s needs has become a priority in many of todays business models. This is the reason that many companies could compete directly with the idea of 4Deviance. To avoid this, 4Deviance wants to implement the usage of 3D printing in the business structure of the company from the beginning. This with the purpose of offering a unique product, different from the products of other companies.

Thought process

Observing at how 3D printing has evolved for the past years, I would not be surprised that this would become a technological revolution. Fashion designers are constantly looking at innovation and ways in which technology can improve their products. This is the reason that 3D printing has been constantly implemented in many high couture and avante garde clothing designs. However, as 3D printing technology develops, new concepts and ideas are implemented in the world of fashion. 3D printing materials used to be rigid and unwearable outside of the runway. However, companies such as 3D Systems, Stratasys and Formlabs have been developing filaments and materials that are flexible enough to be wearable. It is well known that 3D printing its costly and takes a lot of time. Nevertheless, I consider that 3D printed elements could be implemented in early stages of 4Deviance on a small scale as part of decoration. Hopefully the company would implement 3D printing at a big scale in the future. 4Deviance aims to work parallel with the advancement of 3D printing to bring innovation.

I have been looking deeply into the use of 3D printing in fashion. This took me to explore how the company 3D Systems uses this technology. This company has developed a brand called Fabricate, which allows downloading of 3D printing accessories that people can print at home with a 3D printing machine also sold by 3D Systems. This company aims for combining the complexity of 3D printing into wearable fashion. Even though they are more focused on designing accessories at the moment, one could see their investment in propaganda that makes awareness of the great use of 3D printing in everyday wearable clothing. This makes me see the importance of implementing this technology into the structure of 4Deviance. Using the perspectives learned in class, I see how 3D printing technology is an opportunity for this company to compete and provide uniqueness, thus product differentiation in the future.
(http://cubify.com/store/fabricate)


Target Audience

Age: 16-34
Gender: All
Economical status: Middle class - High class
Type of users:
-Looking for unique alternatives
-Looking to explore their style
-Looking for innovative elements in fashion
-Creative
-Fashionable
Behavior: people that shops often through online platforms. Clothing lovers (denim)

Process

Rhinoceros

Box for Accessory

Box for Accessory

Laser cut

Box for Accessory

YoUniquely Indigo

Slogan: express confidence

YoUniquely Indigo designs and manufacture denim clothing, giving to the client the possibility of customizing their own clothing piece.

A company in charge of designing and manufacturing denim clothing for denim lovers. This business model allows clients to customize their clothing piece through an online platform, where they can choose their clothing piece and put hands on customizing it, according to their style or preference. This business idea count with two main types of business channels to reach its clients. They are an online platform and different physical shops.

YoUniquely Indigo centers its production exclusively on three denim clothing products, they are: jackets, jeans and overalls. There could be the possibility of implementing new products. However in terms of clients customizing the product, they will only have the choice to customize those three types of clothing. For the client be able to customize their product they will have to access through an online platform.

In the online platform, the client will have the option to choose from the three different clothing products. The customer would chose a clothing cut pattern of their preference from the various cuts of that same product. This will be shown in crude denim (no wash). After the client has chosen their piece of clothing, they would be lead to choose the color, wash, process and decorative items for the piece. The online platform will help the client to visualize the final clothing piece in 3D. If the client feels insecure about their decision, they have the option to communicate with one of the company’s designer. The platform will facilitate various communication channels according to the client’s preference.

The client could send their design to a gallery on the online platform. By doing this they are immediately participating in the several competitions that the company would do monthly. The winning designs would be use both as inspiration for upcoming clients and also would be consider to be manufactured as one of the company’s product. Those products selected will be sold in the company’s shop (online and physical), where clients could have the option to buy a product without going through a customizing process. The clients that win the competition will receive a refund on their prize winner product. Also they will be retributed with several discounts in other products in the online shop. This would work as a business strategy, motivating people to compete for their product to be part of the company’s collection.


DNA Words

  • Durability
  • Customizable
  • Fashionable
  • Authenticity
  • Trendsetter

Future goals

One of the challenges that many clothing companies face at the moment through online shopping is clothing size. It would be challenging for YoUniquely Indigo to change the size of the clothing since it is personalized, which takes a lot of time and money. This could be extremely costly for a company.

This is the reason for which YoUniquely Indigo aims to create in the future a scan application which people can take several pictures of their entire body. This has the function of measuring the client’s body, thus picking the right size for them. This will also be successful since the client can visualize themselves using the clothing through the platform, thus feel identified with the product.

Since this is a future goal, YoUniquely Indigo will start working with the normal size chart that is offered on online clothing shops.


Target Audience

Age: 15-30
Gender: All
Customer: Urban Customer
Demographic: Urban, Big cities, developed areas. (NY, LA, SF, Chicago and Miami)
Race: Caucasian, Hispanic (seems to be who consume the most in denim)
Income: Middle, Upper middle and High (Customizable) ($37500-$150000 annually)
Type of users:

  • Fashion Conscious
  • Students and young professionals
  • Looking for self expression
  • Looking for peer acceptance
  • Denim lovers
  • Passionate for pop and alternative music
  • young customers that believe that style is more important than cost

Behaviour:

  • People that shops often through online platforms
  • People that loves shopping
  • People that likes to wear unique clothing, that other people doesn't use.

SWOT

Strength

  • Balance of style and versatility
  • large breath of products (cuts and washes)
  • Two main distribution channels (online and physical shop)
  • Product that is customized by the customer
  • designer advice
  • Using textiles of good quality that guarantees durability.
  • Using media and various art types to create a strong relationship with clients.
  • Products from the shop will be cheaper and easy to transport.

Opportunities

  • implementing new technologies into the designs
  • Potential partnership with companies (textile companies, artist, magazines, shows, etc)
  • Smartphone application for scanning body for better fit
  • Using more advanced technology in the manufacturing of clothing, reducing hand-made work

Weaknesses

  • Playing in a crowed market
  • Customized product takes a long time to fabricate
  • Expensive if customized
  • Clothing fitting the client

Customized product takes a long time and its costly to fabricate. To mitigate this problem, it is necessary to have a already made denim clothing of different sizes without the wash processes and accessories. This would allow a faster process. By doing this, it will also decrease prices since the crude clothing is going to be made in big quantity which decreases costs.

Clothing size is a big problem for many online clothing companies. This is the reason that YoUniquely Indigo aims to create an application that allows scanning of the client’s body, to find the best size for the client.

Threats

  • Influx of new competitors in the denim market
  • Rise of non-denim clothing interest (Leggings, Chino, leather, etc)
  • Increased interest in sartorial fashion
  • Pricing constrains
  • Shrinking clients’ purchases
  • Returning policies could be messy and expensive

YoUniquely Indigo aims to sale brand clothing, opening the possibility to allow the client to customize their own denim piece. it is well known that customizing your own clothing is something that people might not always want. For this reason, YoUniquely Indigo has different communication channels, among them the online platform and physical shops in urban areas.

When it comes to clothing size, it is always a problem for clients to choose the right size. If this were to happen to YoUniquely Indigo, it would be complicated and expensive. Having to create a unique product and sending it twice would take a lot of time and money. YoUniquely Indigo aims to mitigate this problem by providing to customer with a scan application. People can scan their bodies by taking several pictures of different positions of their body. This would allow the customer to visualize the clothing on them and at the same time choosing the right size for their bodies.

Process


DONGARY

Slogan: express confidence

DONGARY designs and manufacture denim overalls, giving to the client the possibility of customizing their own clothing piece.

A company in charge of designing and manufacturing denim Overalls for denim lovers. This company aims to use eco-friendly technologies and resources throughout the whole manufacturing process. Sustainability is an integral part of DONGARY’s brand DNA.

This business model provides clients with a platform to customize their clothing piece through an online platform, where they can choose their clothing piece and put hands on customizing it, according to their style or preference. First, the customer would chose a clothing fit of their preference. The platform will allow the clients to compare the different fits. After the client has chosen their clothing fit, they would go on to choose the color, wash, laundry process and decorative items for their overall. The online platform will help the client to visualize the final clothing piece in 3D. If the client feels insecure about their decision, they have the option to communicate with one of the company’s designers. The online platform will facilitate various communication channels according to the client’s preference.

The client could send their design to a gallery on the online platform. By doing this they are immediately participating in the several competitions that the company would do monthly. The winning designs would be use both as inspiration for upcoming clients and also would be consider to be manufactured as one of the company’s products. Those products selected could be sold in the company’s online shop where clients could have the option to buy a product without going through a customizing process. If the client wins the competition, they will receive a total refund on their purchase, plus several benefits. This would work as a business strategy, motivating people to compete for their product to be part of the company’s collection.

Other qualities

  • DONGARY aims for their products to be useful, long lasting, multifunctional where possible and beautiful and not at the whim to fast and over-consumed fashion.
  • DONGARY believes that its clients must feel comfortable in the overalls, thus, they need to fully understand the fit. DONGARY’s Fit Guide Page allows users to click and rotate to get a view of how the overalls actually fit. Upon clicking, the models shuffle by themselves to their next position, which seems to give the site a life of its own.
  • DONGARY will send the user off with a great deal of information. Users will now know the exact process that their overall go through before they choose them out of the various denim types in the store, and they will even know the proper care to give to their newfound overalls. They will also get the information where the product was made.

DNA Words

  • Durability
  • Customizable
  • Fashionable
  • Authenticity
  • Sustainable

Denim Production

According to a research done by Levi’s, making one pair of denim jeans required almost 920 gallons of water, 400 mega joules of energy and expelled 32 kilograms of carbon dioxide. “Levi’s said this was equivalent to running a garden hose for 106 minutes, driving 78 miles and powering a computer for 556 hours”. [1] This one however it is not the only negative impact. Most denim made today uses synthetic dye which is cheaper and contains less impurities than natural dye. This synthetic dye is extremely negative for the environment, polluting important water bodies around the world.

DONGARY’s eco-friendly policy

  • Using only eco-certified cotton or organic cotton, with its reduced levels of fertilizers and pesticides, as a base for a range of new products that contribute towards a more sustainable future without compromising on quality, comfort or design.
  • Replacing the traditional stone-wash or sand-blasting wash-down techniques by using treatments with ozone and laser beams to achieve both water savings and prevent the contamination of effluents with hazardous chemicals.
  • Using eco-friendly or natural dyers instead of synthetical dyers that can contaminate the environment.

Recycling and Reusing policy

  • Dongary will receive old overalls from clients, in exchange of a 20% discount in the next shopping. The product received will be recycled into a new overall or used for publicity purposes, such as gifts for clients.
  • Dongary, will provide a sawing service that when the client’s overall gets a bit worn and tired, the brand will repair the product free of charge, so the client can stay with the clothing a bit longer.

Organic denim fabrics:

  • 11.75 Oz Turkish Confort Stretch: 98% Cotton, 2% Elastano (Slim fit)
  • 13.5 Oz Selvage Rigid denim: 100% Cotton (laundry effects: destroyers)
  • 12.5 Oz Confort Stretch Selvage denim: 99% Cotton, 1% Polyurethane (Tight)
  • 10.75 Oz Power Stretch Denim: 98% Cotton, 2% Elastano (Slim fit)
  • 10.5 Oz Confort Stretch Denim: 98% Cotton, 2% Elastano (Slim fit)
  • 13.4 Oz Italian Rigid Denim: 100% Cotton (Regular Fit)
  • 14 Oz Japanese Loon denim: 100% Cotton (Laundry process)
  • 13.5 Oz Peruvian Regid denim: 98% Cotton, 2% Polyester
  • Indigo Bionic denim: 86% Cotton, 14% 1% Polyester. Crafted from indigo denim woven using Bionic Yarn, an innovative yarn containing recycled ocean plastic

11 Fits

Tight:

  • Tight Long John
  • Skinny Lin
  • Tube Tom
  • Boot Ben
  • Pipe led

Slim:

  • Thin Finn
  • Lean Dean
  • Grim Tim
  • Slim Jim

Regular:'

  • Steady Eddie
  • Straight Alf


Wash Processes

  • Stone wash
  • Acid wash
  • Moonwash
  • Monkey wash
  • Show wash
  • Frosted wash
  • White wash
  • Mud wash
  • Distressed wash

SWOT

Strength

  • Balance of style and versatility
  • large breath of cuts, denim textile and laundry effects
  • Product that is customized by the customer
  • designer advice
  • Using textiles of good quality that guarantees durability.
  • Using media and various art types to create a strong relationship with clients.
  • Products using eco-friendly products and technology

Opportunities

  • implementing new technologies into the designs
  • Potential partnership with companies (textile companies, artist, magazines, shows, etc)
  • Smartphone application for scanning body for better fit
  • Using more advanced technology in the manufacturing of clothing, reducing hand-made work
  • Get to use water free machinery for the manufacture of the product
  • Going 100% organic

Weaknesses'

  • Customized product takes a long time to fabricate
  • Expensive if customized
  • Clothing fitting the client

Customized product takes a long time and its costly to fabricate. To mitigate this problem, it is necessary to have a already made denim clothing of different sizes without the wash processes and accessories. This would allow a faster process. By doing this, it will also decrease prices since the crude clothing is going to be made in big quantity which decreases costs.

Threats

  • Influx of new competitors in the market
  • Rise of non-denim clothing interest (Leggings, Chino, leather, etc)
  • Increased interest in sartorial fashion
  • Pricing constrains
  • Shrinking clients’ purchases
  • Returning policies could be messy and expensive

DONGARY aims to sell brand clothing, opening the possibility to allow the client to customize their own denim piece. it is well known that customizing your own clothing is something that people might not always want. For this reason, DONGARY will offer through the online platform a shop online where client can purchase overalls, without going through a customized process.

Channels

  • Word of mouth: When a friend or family member recommends a product, you tend to believe it more than what you see in the media.
  • Each collection will come with a story that talks about environmental conservation, cultural preservation and social responsibility. With this in mind, DONGARY will educate its customers to appreciate its products even more.
  • The company extends their sustainability philosophy towards educating their customers about how to wash, repair, reuse and finally recycle their jeans.
  • DONGARY will work closely with musicians to promote the brand.
  • Social media is important for engaging in dialog with customers and sharing the philosophy with them.

Narrative Description

[2]

Market Research

QuestionsOveralls.jpg

I had conducted a questionnaire with several questions in relation with clothing and overalls to 30 students at Bennington College. At the end of the questionnaire I had shown the students my designs with the purpose to get feedback. At the beginning I started with 12 students and their feedback was extremely useful to get a better sense of their perspective on my designs.Even though I had pretty good responses towards them, I had the need to make new designs with different patterns. This took me to design other 6 overalls. With the new designs I interview the other 18 students. From the comments received I have been started to create new designs using their recommendations not only in design and patterns but also fabric.

From these interviews I noticed what kind of product were more likely to be sold and which ones were not. It was interesting to me to see the different perspectives of overalls and the different likes in terms of design and patterns. For example, I interview a student that said that she will never wear 3 of my designs, and 20 min later when I interviewed another student, she said that 2 of those 3 were her favorites and she would like to have them. It was clear that the first student did not like them because she said that the regular fit would no suit her body, which will make her look odd and small, while the other student though that the regular fit would really emphasize her hight and body attributes.

Sketches

Sketches Part 2

Narrative Description

DONGARY
Express confidence

DONGARY is a fashion company focused exclusively on the manufacturing of high-end female overalls for style conscious women. This company designs its products in Bennington, Vermont and all its production is manufactured in Pereira and Medellin in Colombia.This company uses 100% organic cotton and not toxic dyers and substances to the environment. Along with this, this company uses eco-friendly technologies, which decreases the amount of water and energy use throughout the manufacturing process. Sustainability is an integral part of DONGARY’s brand DNA.

Overalls are clothing products that are well known for its farmer and vintage style. However, this product has become stylish increasing its demand. Overalls are more commonly used during spring and summer. Nevertheless, winter and fall seasons are not excuses for not using overalls. This product, can be manufactured in many ways with different cuts and lengths, fitting perfectly any season. DONGARY aims to establish new trends with its stylish overalls, allowing more people to feel interest on overalls, increasing demand. DONGARY’s target market is centered on middle class urban women from late teens to late 20s. Fashion conscious women that are looking for expressing confidence. Women known for being open minded, brave and stylish. The women that buys DONGARY’s product is a person that is environmentally conscious.

What differentiates our company from the other denim clothing manufacturers is our focus on one product -overalls- and our sustainable policies. We offer overalls with 7 different fits where clients can choose the best fit to match their body type. DONGARY uses 100% organic cotton textiles and technologies that reduces negative impact on the environment. We aim for our products to be useful, long lasting and fashionable. We use high quality textiles that allows different laundry processes that certifies durability. Our designs combines fashion with comfort, allowing urban women that wants to express confidence.In addition to this, DONGARY believes in radical transparency.

Our online platform provides information of our environmental practices, sustainable campaigns, labor conditions in Colombia and suppliers. We also empower the user with information about our entire manufacturing process, the materials used and the region in which the product was made. All the materials used in the production of the brand will be organic and it will pass through a quality and sustainable process. DONGARY works with manufactures and laundries in Pereira, Colombia that works with sustainable processes that involves natural dyers and low consumption of water and energy. DONGARY will only make partnership with manufactures and laundries that offers perfect labor conditions and good salaries. Along with it, this company obtains its resources from suppliers where labor conditions are in its best, avoiding child labor and sweatshops.

DONGARY aims to manufacture its products in Pereira, Colombia. This is with the purpose to reduce prices and make the business model more profitable. Colombia is extremely well known worldwide for the cost sensitive and excellent production of clothing. It is also well known for setting trends on laundry processes and designs. We take advantage of this opportunity to bring more accessible prices and unique products.

DONGARY is an online retailer that will launch focused on the US and various areas in Latin-America -Colombia, Venezuela, Ecuador, Brazil, Argentina, Chile, Uruguay, Panamá, Costa Rica and Mexico. This online platform does not count with any physical space a part from the company’s storage and an office.

DONGARY’s long term goal is making overalls fashionable in order to create a vibrant and profitable market that will enable this company to further innovate with the product line. This could open opportunities to include customization in our online platform and the implementation of line for men.

Creative Brief

Creative Brief
Company Name: DONGARY
Your Name: Luis David Yepes
Date: Sun 8, Nov

Company Background/Mission
DONGARY is a fashion company focused exclusively on the manufacturing of high-end female overalls for style conscious women.

Assignment (The problem)
Overalls and Jumpsuits are normally seen as a hard work clothing item. However, Dongary takes the idea of overalls into a new platform, providing innovative and fashionable designs.

Target Audience
DONGARY’s target market is centered on middle class urban women from late teens to late 20s. Fashion conscious women that are looking for expressing confidence. Women known for being open minded, brave and stylish. The women that buys DONGARY’s product is a person that is environmentally conscious.

Key Consumer Insight
The reason that clients care about Dongary, it is because its products are fashionable, good quality and comfortable. Our clients values fashion as much as we do, they look for variety of designs and patterns. They choose Dongary, because they know that by wearing our product they are wearing a product that is eco-friendly, which consumes less water and energy, and uses organic textiles and dyers.

Promise
Provide hight-end female overalls using environmental friendly technologies and products that guaranties good quality, comfort and excellent designs. The experience of buying and using our product will take our clients to explore confidence.

Positioning
Dongary focuses only on the manufacture of high-end overalls. It uses materials and technologies that has a less negative impact on the environment.

Brand Attitude
Fashionable, daring designs and patterns, comfortable and versatile styles.

Brand Essence + Personality
Fashionable, quality, environmental conscious, comfortable and versatile.

Objectives
DONGARY’s objective is making overalls fashionable in order to create a vibrant and profitable market that will enable this company to further innovate with the product line.

Timing/Key Dates
At the beginning Dongary will start with a small collection of around 25 products and later this collection will change in number according to the season and clients needs.
Short Term

  • Offer Free Shipping
  • manufacturing in big volumes to decrease prices.
  • implement innovative textiles.

Long term:

  • Partnering with Laundries in other countries that uses Ozone technologies, which doesn't use water.
  • Manufacturing our own products instead of using other parties.
  • Using vegan textiles
  • Customization
  • Men line

Creative Considerations

  • Dongary uses elegant and simple fonts with neutral colors:
  • Colors: Black and White: This allude to a elegant, fashionable and expensive look.
  • Designs: There will be different categories: Going out, Premium (Especial occasions) and Urban.
  • Website Design: A lot white space, so the product stands out the most.


Website Prototype

Dongarywebsite.jpg

Companies

Royal Dutch Shell

History

The Royal Dutch Shell was created by two companies, Shell Transport and Trading Company, and The Royal Dutch Petroleum. In 1890 Marcus Samuel founded the Shell Transport and Trading Company Ltd after his trip to the Black Sea [3]. It was during this trip that Marcus realized the great potential of oil trading. This interest arose from his visit to the petroleum extraction business based in Baku, Azerbaijan -at that time part of Russia. In his interest to trade and transport oil he ordered the construction of eight dedicated tankers, which were the first purpose tankers of its type ever made [4].

A few years later, Marcus decided to seek for other oil sources, since he was vulnerable by depending only on Russian oil producers. This took him to look into new horizons, which brought him into Borneo in the Far East. In this area he founded the Royal Dutch Petroleum, the biggest competitor in the region. Both companies joined forces to protect themselves against their bigger oil competitor, the Asiatic Petroleum Company [5]. In 1907 the two companies fully merged, which made them change their name to the Royal Dutch Shell. During the twelve years after the fusion, this company demonstrated the quality of the product and a fast-developing market for gasoline. This took them to open business into new areas and exploration began in countries such as Unites States, Mexico, Venezuela and Romania.


Competitors

The Royal Dutch Shell was considered one of the “Seven Sisters”. This term was given to the biggest seven oil companies that dominated petroleum industry from the mid-1940s and the 1970s [6]. Many of these companies merged and others sold out to the other companies that formed part of the Seven Sisters. Some of those companies continue being the main competitors to the Royal Dutch Shell group. They are: Exxon Mobil Corporation, BP P.L.V., Chevron and Total S.A. Exxon Mobil the biggest competitor to The Royal Dutch Shell[7].


Analysis

Royal Dutch Shell is Europe’s largest energy group and major player in the petrochemical industry. This company operates in 140 countries[8]. Their core business is centered in five methods: Gas and Power, Marketing and Refining, Production and Exploration, Chemicals, and finally Trading. Shell group is a powerful public company centered on the oil extraction. However, they have been looking for the diversification of their core business. They invested into new ventures that involved the extraction of energy through nuclear power, coal and other metals. None of these ventures were successful and were divested [9].

Some of the challenges that Shell group faces constantly are the potential lawsuits over environmental damage [10][11]. Through its history, this company has been involved with a number of controversies related with Global Warming and water spills. They are also blamed for negatively impacting public health and safety for workers and consumers [12]. Shell has acknowledged these problems, which has taken them to look for alternative energy solutions. This caused the interest in investment in ventures that involved the production of solar power, wind power and hydrogen power[13].

The embryonic renewable energy business remains relatively small in comparison with the hydrocarbon Extraction. Being the oil demand higher than renewable energy, this company has been constantly challenged by different activist groups and organizations to decrease the CO2 emissions and damage to the environment [14]. This is the reason that Shell group has been researching methods to reduce the impact of oil processing as well as its usage on the environment. They have come up with various systems that capture CO2 from power plants and refineries to avoid the damage of the environment.

Shell is extremely criticized for its negative impact on the environment, however, has also been well recognized for its successful social investment. Shell impacts society positively by providing free education and training to students interested in careers related with the energy extraction industry. It also aims to hire employees and purchase materials locally to empower the community and contribute with its development. Shell also work hand to hand with NGOs to create social ventures or startups concerned with climate change, biodiversity and renewable energy sources [15].

Mahindra & Mahindra Group

History

In 1945 the Mahindra brothers joined forces with Ghulam Mohammad and started Mahindra & Mohammad as a steel company in Mumbai. Two years later when India won its independence, Mohammed was offered a position to become Pakistan’s first finance minister, abandoning the company. The Mahindra bothers renamed the company Mahindra & Mahindra [16].

The two bother J.C Mahindra and K.C. Mahindra believed that transportation could be a key to improve the prosperity of Indian. So their goal was centered on building a simple vehicle -Jeep- capable of tackling the Indian land [17]. The brothers collaborated with many international entities to reach to their goal of improving transportation and prosperity in india. Throughout these years this company has been known for its global leadership and its technological innovation.


Competitors

Mahindra group is mainly well known for its innovation in transportation as well as for its heavy machinery or technology used in many construction and agricultural fields. This company competes with a great number of companies around the world, however, its bigger competitors are those that exist mainly in India. Mahindra’s biggest competitor is Maruti Suzuki India, following by Hindustan Motors and last but not least Daewoo Motors India [18][19].


Analysis

Mahindra & Mahindra group is world wide known for its automotive sector. Being the fourth largest tractor company in the world and number one in India. Even though their strength is in the manufacturing and trading of automobiles, they are expanding by imposing innovative technology in different fields such as: Farm Equipment, Trade and Financial Services, Infrastructure Development, Information Technology and one of its more recent, Solar Panel energy [20]. Even though Mahindra is not recognized as a energy generator company, the Solar Panel Project came from the “Rise Prize” venture that the Mahindra group initiated. This venture aims to make energy more accessible by using solar roof panels.

Mahindra group takes india’s challenges very personally. They know that the nation is growing vastly, but they perceive plenty of challenges, including: pollution, lack of infrastructure, transport mobility, lack of potable water, etc. This was the reason that Mr. Anand Mahindra and his collaborators had started the Rise Prize [21]. This project aims to provoke big innovative ideas that can change lives in india. This inspires individuals and teams to push boundaries and produce great ideas that could propel India into the next orbit of development and innovation.

The Rise Prize brought innovation in the Mahindra group company with the “Mobility Challenge” , which encourages innovation in the area of Driverless Cars in India [22]. According to its creators this project will redefine the future mobility of Indian Roads and will address a range of challenges such as mortality rates, driver fatigue, environmental sustainability and making transportation accessible for people that are differently-abled [23]. Even though this is a great venture, Mahindra group is facing many problems with this project. “Indian roads are too crowded to test driverless cars” ()quote() This becomes an issue because testing this driverless car in other countries might not address the same challenges in relation with mobility that the country of India has.

For many years Mahindra & Mahindra has aimed for the expansion to other countries to be able to become a $80 billion company. This is however a challenge for the company since they lack many resources and services to grow to this level. Mahindra group will not be able to reach this goal until they become truly global, which is the central challenge that major companies in india have [24]. Nevertheless, the Mahindra group persist with their innovative technology, which could take them to be one of the biggest companies world-wide.

Finally, it is important to mention that the Mahindra group has a great sense of social responsibility for the community. This company invest vastly into education, health, environment, culture, sport and sustainable products. This sense of responsibility has been one of the reasons that Mahindra group has been growing exponentially in the Indian Society and various countries around the world.

References

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