RAIN WEAR

For young men

Authors: Lea Marie Berner (studentnummer) and Anne

Kuperus (402318) of group 19

Table of Contents
List with tables and figures................................................ii
List with used abbreviations.............................................iii
Foreword.........................................................................iv
Summary..........................................................................v
Chapter 1: Introduction....................................................1
Chapter 2: Methods...........................................................4
References.......................................................................6
Appendices.......................................................................7

Foreword

Sales in Rain wear shows a decrease in turnover of target group males 2029 years. This research proposal will look for the most important aspects
of the raincoat market. What has been done and what can be improved.
Which kind of new technologies are already available and is fashionable
and good enough for the next generation of fashionable men interesting in
fancy smart rainwear? How can we satisfy our target group to buy our
raincoat? Which technology do we want to use and how can this
technology support the design aspects of our raincoat? How will our
project be more innovative and therefore more successful? What are the
criteria of our concepts? With a qualitative research in the fourth quarter
of our first-year fashion and textile education we want to collect data for
the second chapter of our research proposal. With the methods of
stratified samplings or snow-ball-effect interviews we want to answer
population and sample related questions like: How much money is our
target-group actually able to spend? On which kind of raincoat do they
actually want to spend their money and where do they go when they look
for new outdoor clothing? Which style, colors or technology features do
they like? We want to research the needs and lifestyle interests from our
target group to be able to create a commercial product. So we will base
our research also on the challenge to find marketing-related answers for
opportunities and threats or strength and weaknesses of our company.
Is actually good.to many questions, make it a bit broaden.

Summary

In the first innovation assignment of our research proposal a first insight in

our brand ideas will be given. To whom we are selling, where and how we
will distribute our brand concepts, what are our revolutionary concepts
and what are our expected goals in the future fashion market. With the
second and most valuable part of our first chapter we discovered our
literature matrix. We started with an overview of economic, social and
technological developments in 2015 to have a brighter knowledge of our
target group. We studied our competitors and the shopping behavior of
their existing customers, to be able to enter the market with a reliable
concept and innovation. By reading scientific magazines with the research
of polyester for hydrophobic surface materials and chemical coating
possibilities write that these are your most important findings we got
inspired to follow the biomimicry science and researched our technology
ideas and sustainable responsibility moreover with books from our
university and pioneer brands which are already doing a lot in the ecosustainable fashion industry.

Diff. between foreword-sumarry looks pretty good.

1 Chapter 1: Introduction

Problem statement
As a new innovating company, we design high fashion raincoats for young
adult males who are living an everyday life with the Dutch weather
conditions. Our company tries to aim for a male target group of 20-29
years old, which has an interest in fashion and outdoor lifestyle and is in
the middle-high class segment with the possibility to spend around 200EU
for an outdoor garment. The products should especially be based on
functionality while at the same time still has a unique stylish touch. The
colors are going to be classic, earthy tones, while we would like to keep
the design as untraditional as possible. We live by our motto, Men also
want to look good when its raining. With an expected turnover of 3
million euros and a minimum of 20% profit margin, we look for
collaborations in the future with more established brands. These brands
are the outstanding innovative brands like Patagonia, Nike, Jack Wolfskin,
The North Face or the more ecologically friendly and innovative brands like
Pyua, HoodLamb, Fjallraven or Quagga(sustainable, friendly brand).
Example fashionable brand:
The concept should be realized within one year on a seasonable basis:
Spring/Summer and Fall/Winter aiming at the fashion interested young
male adult population which has a high regard for their personal style but
also like to be outside and take cares of the environment. They wants to
leave a good impression even during the rain and wind conditions.
Concerning the region of selling and the intended usage, we are first
aiming at the Dutch population, mainly for our chosen weather conditions
throughout the year and the seasons. The expected selling points are
high-end retailers/department stores, as well as our own retail boutiques
and online-shop. What kind of jacket do you have in mind? Very diff. target
group
Literature review
Urban re-couture, with our company we will design outspoken marketing
techniques for our raincoats and boutiques. The consumer should feel
very close to our ethics and environmental-friendly concepts. We hope to
immediately attract consumers with our seasonal concept, but not limited
to that. We want the ultimate experience for our customers, and therefore
we have created a smartphone app called re-couture yourself to give
our customers the opportunity to customize their own raincoats. What are
the developments we now see. Customizable features include fitting,
color, material composition, and additional accessories. With this app the
consumer can design his own raincoat, making the garment personalized
and exclusive to himself. Another advantage of the app is that the
consumer can decide the properties of his rain jacket. For example, if the
jacket is for every day he can add more pockets because during the day

you need storage for your headphones, sunglasses and wallet. If the
consumer choose a pocket for his sunglasses we can produce a microfiberlined pocket for sunglasses. We can also add extra earplug loops for an
easy removing of the headphones. The possibilities of our raincoat is
limitless.
We believe that by allowing our customers to design their own garments,
we are tending to their artistic side and accommodating their creative
musings. It should be an attractive plus point to our target group, for we
expect them to be young adult males working or studying in the creative
industry.
Another marketing strategy that we look to apply is by making annual
collaborations with either a celebrity/fashion icon, a brand, or an event.
This has proven to be attractive to customers at our target groups age
range with the fast-fashion chain H&M. It is about creating a hype and
generating mass recognition. In 2016, Euromonitor International study of
menswear in the Netherlands writes that:
Hennes & Mauritz (H&M) remained the leading player in menswear
in the Netherlands. The retailers strength in the category is based
on its nationwide presence and the popularity of its affordable
clothing. During 2015, the company became even more popular
when it signed former English football star David Beckham and
comedian Kevin Hart to front the campaign for its brand new
collection of modern essential menswear items. This campaign gave
a boost to the H&M brand and also supported growth in menswear
as many Dutch men want to be associated with the clothes that
David Beckham chooses. (Euromonitor International, 2016, p.2)
Reface it!
Aware of this successful mass communication concepts from our
competitor, we want to use this as an inspiration to go further with the
ideas of our personal brand. We want to use the nature desire of our future
consumers by developing a new innovation: (Seasonal) nature features as
an implementation into our high-fashionable rain wear.
Literally, a brand progress in which we will take a leaf out of the natures
book. We want a production in fair context with the respect of both:
people and the environment. Our focus will be on the working conditions
of manufacturing suppliers, especially with the protection of human and
animal rights and fundamental freedoms but also on the quality of our
materials. We want 100% recycled plastic and fibers, with no toxic or
allergic components. We want to save the animals to result from
safeguarding our planet. We will use therefore no leather, no fur, no
feather, no wool or anything else that might cause unnecessary suffering
to animals. We will innovate vegan rain-jackets with a care of the
environment we are living in.
The techniques we are going to use are close to the theory and our ethics
of biomimetic. We have many different material ideas that will make our
raincoat waterproof but also sustainable: 100% recycled, closely woven
polyester fibers from post-consumer PET bottles, organic coating of beewax, tree-resin, coconut-oil and/or candelilla wax (vegan). Our shell could

be in a 55% hemp, 45% organic cotton composition with a weave of

herringbone and the advantages of less or nearly non-toxic agriculture of
hemp growing. Our lining a 20% hemp, 35% recycled pet, 45% acrylic fake
fur or instead of down feather we are using an animal friendly way called
PLUMTECH. PLUMTECH is a new innovation, its imitate down feather so
the properties of PLUMTECH are nearly the same elsewise better than
down feather. It is light weight, breathable and has a thermal insulation.
Also a good advantage is that you can wash youre jacket with PLUMTECH
because drying PLUMTECH is very simple compared to washing down
feather. Another alternative can be a thermal insulation provided by the
company Thermore Rinnova with eco-sustainable lining by the way of
recycling. Very good still --- reference it. Make it more broad! Tell the
developments you see and want to use for your products. Reference every
source you use(name the source).
We can also produce a cheap variation for consumers who wants to pay a
little bit less but also do not want to disclaim good quality. We can offer
them with production partnerships the newest Nikwax technology in
combination with a GORE-tex or Sympatex membrane, which follows the
three-layer-technology. An inner layer with sweat-evacuation-managing
properties.
A middle layer with an insulating, heat-regulating function and at least an
outer-layer with weather protection systems as: waterproof, breathable,
windproof.
Our brand philosophy is that our environment activism will not stop us to
design technical and aesthetic performances for our haute couture
raincoats, in which our target-group should still feel warm, resilient and
safe in all ways through his urban and outdoor adventures. Our goal will
be to obtain only high-reliable environment protection certifications with
our vendors to transparent our supply chain in all ways and to have the
lowest impact on our nature. Our biggest role model, inspiration and
source. Our challenge are less Co2-emissions, less waste production, less
power consumption, no wastage of crude oil or toxics. We aim social
corporate sustainability in our production made in Europe.
On the other hand our construction and design of the rainwear will be as
practical as possible for an eventfully outdoor-living. Zip pockets with
audio exit and cable holder systems. Additional bags on upper arm and
shoulder area. Waterproof YKK aqua-guard zippers with an extra garagestorage. Lanyard keychain. Jackets-rain pants referencing system. Built-in
hand- or whole jacket warming with solar energy sensors. Reflective
stripes and a fleece inner-jacket, removable if wanted with a zipper. Storm
flap construction at the back for more breathability. A ruched and
upholstered pillow collar with layered breathing holes.

Chapter 2: Methods

We are interested in the population of the Dutch men population with the
age between 20 and 29. We are looking at they income, lifestyle and
interests, for example fashion sensitive men who has a desire to work in
creative industry. With purposive sampling we want to go in depth in how
different men tastes is form different capitals we will ask multiple people
at least 3 persons per cities from four chosen province capitals namely,
Amsterdam, Groningen and Enschede and St Hertog-bosch. Because we
think the people in Amsterdam are more influence by the level of tourisms,
whereas in Groningen which is more suburban the citizens are more
influence by the farmer pragmatics view on rainwear and clothing in
general. We also ask the people we are going to interview, if they know
more people interested in more fashionable rainwear. Which can be done
by mouth-to-mouth and/or Facebook, skype and facetime like snowball we
want to get people get aware of the different possibilities they can choose
regarding to rainwear technologies! By doing this research we will get a
more broaden sample with more different opinions. The ultimate goal is to
achieve is by applying these sampling methods to get more insights what
the perspectives are of Dutch men is on fashionable rainwear and also
how divers it can be.

As for the interview it will takes approximately half an hour more and less
it will take place online. Where they first get to show introductions movie
and the actually questions will then take place. 4 persons from 4 cities
which is in total 16 persons. That will take 16 hours (exclusive the
interview itself) to write and record the interview. We choose the
participants bases on some characteristics like nice hair, good taste on
accessories and a little bit of fancy clothes they wearing also they
profession we will base our participants on.
During the interview we are especially interested in their taste on different
rainwear styles by showing the participants pictures of different
outdoor/rainwear brands we discussed in chapter 1. Where they buy their
clothes and the amount they spend on clothing and what they think is a
good price-quality ratio so we know the price range we need to proceed.
We also want to know what the ideal raincoat is for them and what they
wish, regarding to the features like color, style and materials. Also
important to know is when are our participants wearing a raincoat in which
weather conditions and how do they travel what irritates them about
raincoat and what do they like? Functions are very important for a raincoat
because we want to apply new technologies in it and fitting has also to be
perfect from experience we know traditional raincoat are having some

faults for example you cant move very easily in them and they can be
very soggy in the inside while wearing it. Also good to know If they even
owning a kind of raincoat and are brands important for them while wearing
a raincoat. Do people get impressed by other people wearing and
Victorinox or other brand like Wolfskin? We also discussing if an ethnical
brand is more important for them and are they then more eager to pay
more also regards for new technologies because our goal is to introduce
people to new fashionable wear feelings establish by our founded new
technologies.

Validity/Reliability:
In order to fulfill our research goals we really need to know form our
participants what they want and what are they looking for in a raincoat
regard to colours, styles, functions, branding and quality/price. What do
they think they need and really need? What are triggers for them to buy a
new raincoat and the amount of money they want to spend on it then?
Which target we do reach regards their budgets and do they even want to
pay more for a raincoat when it is endures with new technology and nice
fashionable features. At last but not least how important is ethic and
looking good is for them.

The problems we possible encounter is not reaching the persons we want

to measure. To avoid that we should ask our participants personal openquestions. Also the-mouth-to-mouth awareness can be a threat, because
friends can influence each others negatively and positively. A
consequences can be we that we answers we get is colored by perspective
the participant already have of our project. The other threat is that we are
being too specific, questions are then misunderstood. To avoid that, we
ask people first-hand if they know what it is the topic we are talking about
in the. Otherwise we shows them examples, prototypes and explain it. Also
we try to keep them on track of our topics. For a semi-structure interview
also lies the danger we dont ask all the people the same questions which
results in that the answers are not as comparable as we like it to be again
steering the participant is then very important. For our online surveys and
interview we have no influence on the environment noise and poor quality
of technology can disturbs the communication line. We will ask all the
participants per email beforehand to be in a quiet light room, make sure
the internet connection is good and having their cellphones turned off.

In the end preparations and having a good interviewer who knows exactly
what we want to know and what our learning goals is essential for this
research proposal.

References
International, E. (nod). Life in Europe in 2015. Life in Europe in
2015. Euromonitor International, London.
Passport. (08 Feb 2016). Menswear in the Netherlands. Menswear in
the Netherlands, 1-17.
Passport. (13 Jul 2014). Who Wears The Pants When Shopping For
Wardrobe? Who Wears The Pants When Shopping For Wardrobe, 16?
Development of diamond-like-carbon coated abaca-reinforced
polyester composites for hydrophobic and outdoor structural
applications. Atta Ur Rahman Shah, Sununu Lee, Jung IL Song, 2015
A Review on Designing the Waterproof Breathable Fabrics Part I:
Fundamental Principles and Designing Aspects of Breathable
Fabrics. ARUNANGSHU MUKHOPADHYAY* AND VINAY KUMAR MIDHA,
Department of Textile Technology, National Institute of Technology
Jalandhar, Jalandhar 144011, India
Outdoor clothing: its relationship to geography, climate, behavior
and cold-related mortality in Europe. G. C. Donaldson, H. Rintamki,
S. Nyh 2001
The 10 Best Men's raincoats Lee Holmes Monday 23 April 2012
Ventilated rainwear US 3296626 A, Google Schola