Vivi Design Studio

Please view our complete pitch deck here:  https://drive.google.com/file/d/1UfCGukP0Wo3831wNZtc1OTOuwZiGkgpq/view?usp=sharing

INTRODUCTION: Vivi aims to elevate children’s wear to a realm of thought provoking, creatively classic, and everlasting design, while fostering discovery, acceptance, and expression of self.

PROBLEM: The children’s wear market is full of boring basics, fluffy dresses, and character-driven pieces. There’s a lack of well designed, artistic, and fashion forward pieces for children, particularly tweens and teens, to choose from. Fashion is a large component to self-discovery and expression, and childhood is a time when we explore lots of different options of who we want to be. Childhood is a time of imagination, magic, and invention, and children’s clothes should reflect that. The children’s fashion market is one of the most lucrative markets in the global fashion industry. The market has shown enormous resilience in the face of global economic instability, and has remained stable during the current pandemic.

SOLUTION: Vivi will provide luxury children’s wear that is high-fashion, comfortable, and creative. It will move beyond miniature versions of designer goods, creating a unique perspective for children to express themselves through fashion. Garments are machine washable and durable, yet stylish. Vivi caters to the 6 - 14 size range, with both boys and girls styles available. Many styles are gender neutral, and styling shows how any kid can wear the pieces. Vivi will have a coordinating adult line called Together, like “Mommy & Me” but more universal and inclusive. These styles will mirror and coordinate with the children’s styles, allowing both child and adult to bond through fashion.

WHY US?: Vivi aims to elevate children’s wear to a realm of thought-provoking, creatively classic, and everlasting design, while fostering discovery, acceptance, and expression of self. Vivi’s goals are to open children’s fashion to a more emotionally connected, intelligent, and artistic environment that allows healthy self exploration and expression. Our vision is to have children fashioned in the magic of character. We love stories-- what’s yours?

BRAND HISTORY: Vivi Design Studio was created as an homage to designer Claire Thomas-Morgan’s grandmother, Vivian, who taught her all about living life not only fashionably, but fully. The brand was started as a way to help empower children through fashion, helping them create their own characters as they discover themselves. Vivi Design Studio is known for... Unique Prints and Fabrics. Sophisticated silhouettes and creative takes on classic pieces. Quality construction. Originally launched in 2014 with 4 toddler dresses, we went through a hiatus and brand reboot in 2018. Designer Claire Thomas Morgan won a fashion business competition in the fall of 2020 and we've been working to rebuild the necessary foundations of the brand and business with the assistance of a great team of mentors. This year we are ready to grow to a new level of manufacturing, brand awareness, and consumer reach.

TARGET MARKET: The Vivi customer is a creative child with lots of imagination and character. They love to live in fantasy and magical worlds in their head, and are loving, loyal, and family-oriented. They are driven by self-expression, not trends. While it is children wearing Vivi, the target customer is also the parents and relatives of the child. These adults are stylish, artistic, and want to help foster imagination and expression in the child. They are not obsessed with brand names, but appreciate quality and uniqueness. They enjoy art museum trips, and have a love of reading.

THE CHILDREN'S WEAR MARKET: The children’s wear market in the U.S. is estimated at US $68 Billion in the year 2020. The global children’s wear market is expected to reach $325.9 Billion by 2027.

“[Children] are a growing market force with unprecedented purchasing power and influence on the household budget.” --Toddlers to Tweens: Consumption Habits of Global 3–12 Year-olds, Euromonitor International

“[T]he luxury end of the children’s wear market is growing, fueled by older parents in Western markets — who are further along in their careers and thus likely to have a higher disposable income...” -- The Children’s Wear Market Comes to Age by Kate Abnett, Business of Fashion

COMPETITION: The current luxury children’s wear market currently has few brands based in the United States, and none that are made in America. Vivi has the unique opportunity to fill that niche, producing ethically in the US with a distinctive look. Offerings like a “Mommy & Me” (Together) collection and having a social/environmental initiative will also give Vivi a unique opportunity that most competitors don’t have. Examples include: Stella McCartney Kids, Bonpoint, Raspberry Plum, Lapin House, Louis Mischa, and Paper Wings

COMPETITIVE ADVANTAGES: 
NUMBER 1

One of the only US-based children's luxury wear brands. Kid appropriate while not childish

NUMBER 2

Social & Environmental Initiatives: Carbon Off-Setting, Compostable Packaging, and Non-Profit Support

NUMBER 3

Together by Vivi Design Studio, a more inclusive coordinating adult line
NUMBER 4

Gender neutral without being creatively compromised

FUNDING OVERVIEW: 
MANUFACTURING: Materials, Development, & CST $46,000
PR & ADVERTISING: PR, Communication Design, & Social Media $36,000
BUSINESS MISC.: Branding Materials, Web Fees, & Misc. Fees $94,000