Brand Identity

Wove and wave is a brand that sells bags, notebooks, pens, sunglasses, and chapstick. These products are for dreamers, do-ers, makers, seekers, and discoverers. Wove and wave is where function meets fashion; where curious, interested, and intelligent is sexy. Bags are roomy enough to carry a computer, camera, and notebook, small enough to stow under your airplane seat. The brand reflects a sense of relaxed and spirited adventure, waiting for women to grab the straps and go.

This brand is influenced by the bohemian Beat movement. The problem with this influence is that the artists, writers, and explorers that are remembered from the Beat movement are men. This brand recognizes women’s voices and visions and caters to the fearless, fashionable ladies of the modern world who wander for the sake of wandering. By recognizing a lack of encouragement for women to travel and create and explore her subjective experience rather than be objectified, this brand seeks to place women at the forefront of their journey. The brand provides comfortable and practical bags and creative accessories to encourage and acknowledge creative exploration.

Brand Associations: Bold and daring while also being feminine and go with the flow. Think surf rock meets experimental jazz.
Brand Promise: To create well made products with the best sustainable materials. American made when we can. Internationally produced products are featured to encourage collaboration, preservation, and appreciation of diverse woven arts.

What makes us different from our competitors Madewell, J.Crew, Anthropologie, and Free People, is that we want these products to be lifetime products. Seasonally, the only changes that will be made to the product will be dependent on whether we find a material that is more sustainable than reclaimed leather, recycled canvas, and dyed woven straw. We want clients to be satisfied with their products and hold onto them until the end of their days, and seek to create something that can be passed onto the next generation. We encourage social media participation from clients to advertise and market the brand.

Business Goals

One of the ways the business will save money is to use recycled materials, which are sold in bulk at a lower cost. Also, while there will be a small inventory of products, most of the bags will be made to order. There will be crowd funding to produce one special bag per season, or year. Clients will be allowed to pre-order the product and receive a discount. This will generate enough funds for production costs and will allow the business to gauge the number of bags in demand.

Success Metrics

There will be three main metrics of success with Wove and Wave. The first is, of course, sales of the products. When sales are up, we are succeeding. The second is social media followers and clients posting pictures to share their items from Wove and Wave. This technique serves as free advertisement, generates a wider following, and encourages repeat participation when personal photos are shared on the website itself. The third is whether the products that are meant to be crowd funded to cover production costs, are actually going into production.