Human Aesthetics
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Berg Apparel
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About
Berg Apparel is a fictional company I created for my Aesthetics, Human Factors, and Brand Image class. I used this company as a guideline for the clothing line I produced throughout the semester.
Meaning: “Mountain” in German
Location: Salt Lake City
Founded: January, 2018
Founder: Christian Halling
Funded through: Angel investors
Sales channels: Direct-to-consumer online, Wholesale online, Wholesale to brick and mortar
Identity
Market: Athleisure for climbing
Mission statement: Durable apparel for vertical journeys
Values: Innovation, style, sustainability
Will be known for: Creating a key fashion look for the sport of rock climbing
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Market Research
Focus market: Mostly men in rock climbing (indoor and outdoor)
Focus products: Climbing pants and climbing active tops
Price points: $80-$140 pants, $30-$50 shirts
Trends: Innovative materials, Stretch w. durability, Knee reinforcement, Elastic waistband, Breathable, Pockets, Eco-friendly, Water resistant
Opportunities: No major company has filled the niche of climbing athleisure, Apparel for climbing has yet to be defined and stylized
Challenges: Many companies in the outdoor industry make rock climbing apparel, There is already a high standard in place for technical features
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On The Market
Patagonia, Coalatree, La Sportiva, Arc’teryx, Black Diamond, Marmot, Alibaba, The North Face
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Mood Board
Target Customer
Name: Ryan
Age: 29
Gender: Male
Income: ~$55,000 Annual
Education: Bachelor’s degree
Location: California
Ethnicity: Mixed with European
Status: Single
Personality: Adventurer, weekend warrior, competitive, does no quit, trendy, sports enthusiast, social recreationalist, urban athlete
Values: Hard worker, environmentalist, willing to spend money on quality, passionate about hobbies
Primary needs / Wants: Freedom, respect, love, adventure, adrenaline, camaraderie
Fears / Frustrations: Being judged, failing, becoming irrelevant, losing his edge, being left behind
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Product Features
Form-fitting styles, waterproof pants, breathability, welded zippers, advanced knit patterns, moisture wicking, lightweight materials, reinforcement in high-use areas
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Technical Drawing
Rib-knit waistband, Draw cord, Durable knit, Welded zipper pockets, Extra durable and flexible knee reinforcement, Gusseted crotch, Rib-knit leg cuffs, Top stitching, D.W.R. treatment, Open back pocket, Snap button
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Line Sheet
LINE 1 (Gold, Seal) (Silver, Concrete)
LINE 2 (Forecast, Spruce) (Manifest, Forecast)
M2S1901
SEIBEN
Jersey Mesh
Cotton
Stretch, Evaporating, Breathable, Chest Pocket
FIT XS, S, M, L, XL, XXL RETAIL PRICE: $25.00
LINE 1 (Brook, Seal) (Olympic, Concrete)
LINE 2 (Magma, Powder) (Cinder, Spruce)
M2S1902
BROCKEN
Jersey Mesh
Polyester
Stretch, Wicking, Evaporating, Breathable
FIT XS, S, M, L, XL, XXL RETAIL PRICE: $35.00
LINE 1 (Olympic, Medallion) (Silver, Night)
LINE 2 (Magma, Cinder) (Manifest, Rain)
M2S1903
FELDBERG
Jersey Mesh
Wool
Stretch, Wicking, Evaporating, Breathable, Chest pocket
FIT XS, S, M, L, XL, XXL RETAIL PRICE: $50.00
LINE 1 (Night, Olympic) (Gold, Medallion)
LINE 2 (Nebulous, Powder) (Magma, Cinder)
M3S1901
WASSER
Jersey Mesh
Cotton
Stretch, Wicking, Evaporating, Breathable, Chest Pocket
FIT XS, S, M, L, XL, XXL RETAIL PRICE: $20.00
LINE 1 (Olympic, Concrete) (Silver, Night)
LINE 2 (Magma, Rain) (Nebulous, Forecast)
M3S1902
GROBER
Jersey Mesh
Polyester
Stretch, Wicking, Evaporating, Breathable
FIT XS, S, M, L, XL, XXL RETAIL PRICE: $30.00
LINE 1 (Silver, Seal) (Silver, Concrete)
LINE 2 (Forecast, Spruce) (Cinder, Rain)
M1S1901
ZUG
D.W.R. Heavy duty stretch
Polyester, Nylon, Spandex
Heavy duty zippers on front pockets,
Welt back pocket, Wicking, Evaporating, Breathable
FIT XS, S, M, L, XL RETAIL PRICE: $60.00
LINE 1 (Silver, Seal) (Concrete, Night)
LINE 2 (Manifest, Rain) (Nebulous, Forecast)
M1S1902
FICHTEL
D.W.R. Woven soft shell
Polyester, Nylon
Heavy duty hidden zippers on pockets,
Wicking, Evaporating, Breathable
FIT XS, S, M, L, XL RETAIL PRICE: $80.00
LINE 1 (Silver, Seal) (Night, Brook)
LINE 2 (Forecast, Nebulous) (Nebulous, Magma)
M1S1903
WATZ
D.W.R. Woven soft shell
Polyester, Nylon
Waterproof, Welded zippers on front pockets,
Snaps on back pockets, Wicking, Breathable
FIT XS, S, M, L, XL RETAIL PRICE: $100.00
LINE 1 (Silver, Seal) (Concrete, Brook)
LINE 2 (Powder, Spruce) (Forecast, Rain)
M1S1904
HOCHFROTT
D.W.R. Woven soft shell
Hemp, Polyester, Spandex
Heavy duty zippers on all 6 pockets,
Wicking, Evaporating, Breathable
FIT XS, S, M, L, XL RETAIL PRICE: $120.00
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Key Looks
Line 1 Raincoat
Night, Brook, Concrete, Seal, Olympic, Medallion, Gold, Silver
Line 2 Cloudy Stone
Manifest, Rain, Forecast, Nebulous, Magma, Cinder, Powder, Spruce
