Marin Portfolio - Pelliano Part

STARTUP | DESIGN & CREATIVE DIRECTION

PELLIANO

STORYI co-founded a startup with an ambitious

goal: foster a personal relationship with each

customer through technology. Reinvent how

clothes are produced, delivered and enjoyed.

My role was that of design leader - I designed

the brand, clothes, packaging, stores and co-

designed interfaces and marketing campaigns.

Directed 5 print & digital marketing campaigns

The Pelliano brand eventually sold in 120 stores in 11 countries

Featured in over 100 magazines around the world

BRAND & MARKETING

BUSINESS DESIGN & LEAN METHODOLOGIES

The six underlying differentiating activities to execute the Pelliano business model will be:

Positioning the brand: Pelliano as your cool personal style prophet. A pain-in-the-ass of

CUSTOMER

€ 500RETAILER

€ 300AGENT

€ 16BRAND

€ 34PRODUCER

€ 90WEAVER

€ 30

CUSTOMER

€ 400PELLIANO

€ 190MTM

PRODUCER

€ 170WEAVER

€ 40

TRADITIONAL MENSWEAR VALUE CHAIN

PELLIANO’S VALUE CHAIN

Revenue Streams

Channels

Customer Relationships Customer SegmentsValue PropositionsKey Activities

Key Resources

Marin’s Hacked Business Model Canvas On:

Iteration:

Designed by:Designed for:Day Month Year

No.

Added value of made to measure compared

to regular suit / blazer?

Added value of a brand?

Fit guarantee?

Do you perceive standard sizes as a problem?

Experience with MTM?

Paying upfront?

Any perceived financial risks?

Fast delivery?

What would you customize?

Measuring yourself and inputting online?

How many suits / blazers do you buy per year?

What are your budgets?

Price vs Quality Preference?

How do you shop for...

What other items wouldyou customize?

Tailoring events?

Home Tailor?

Private Showroom?

Home delivery?

Pick up?

130 euro

with deliberate intent

to buy certain productSuper-Mega

Atomic Crucial

yes

both fine!not crucial

50%

Experiencing the material and overall feel of a suit still

quite important for most.Packaged sets wouldbe very interesting...

Fit = very important!

Fit guarantee is crucialif you want to ask forupfront payment.

Price is more important than fast delivery times?

A. Justin (Young & Fashionable)

Age: 25-35

Brands: Zara, Paul Smith, Hackett, Nike

Key Value: Iconic Design, Brand Association,

Experience, Product Performance, Fit

Justin knows a lot about menswear. He buys

clothing because it fits his own style and self-image.

As he’s confident to pick and choose (he follows fashion blogs and websites), he’s also unafraid to

mix brands: a cheap Zara jacket and an expensive

Paul Smith shirt go together in Justin’s world.

Although his income isn’t very high, he spends a lot

of money on clothing and grooming. Justin doesn’t just like Pelliano - he loves us. A true believer, who

identifies with the brand, sees the style as very close

SUITS & BLAZERS KNITTED TIES BOW TIES POCKET SQUARES SCARVES FIND A STORE

Customer Service €1234,00 SearchHow about some Worldwide Shipping & Easy Returns?

SUITS & BLAZERS KNITTED TIES BOW TIES POCKET SQUARES SCARVES FIND A STORE

Customer Service €1234,00 SearchHow about some Worldwide Shipping & Easy Returns?

PRODUCT DETAILS DESIGN STORY GET ADVICE GIFT WRAPPING SHIPPING & RETURNS SEE IT IN A STORE

Product Photo Size1176 x 460

PRODUCT NAMECool-ass product description which isn’t too long.

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diam nonummy nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volutpat. Ut wisi enim ad minim

veniam, quis nostrud exerci tation ullamcorper suscipit

lobortis nisl ut aliquip ex ea commodo consequat. Duis

autem vel eum iriure dolor in hendrerit in vulputate velit

esse molestie consequat, vel illum dolore eu feugiat nulla

facilisis at vero eros et accumsan et iusto odio dignissim qui

blandit praesent luptatum zzril delenit augue duis dolore te

feugait nulla facilisi.

ADD TO BAG

What Size am I?

Quantity:

Currency: EUR

In Stock, meaning it ships within 24 Hours.

€ 3428,60

Italian Knitted Bow Tie Accessory

our legendary gift wrapLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed








Gift Wrapping Shot450 x 280









Gift Wrapping Shot450 x 280









UI & UX DESIGNIN COLLABORATION WITH ATAKAN SECKIN

Led weekly design sprints for our award-winning e-commerce platformPelliano.com won dutch home shopping award in 2012

UI & UX DESIGNIN COLLABORATION WITH ATAKAN SECKIN

Mobile first: fully responsive online

store and digital marketing.Led our creative team for by-weekly online marketing sprints,

including e-mail, display advertising and social

EVENT & RETAIL DESIGNSet up and designed a pop-up store in the center of

Rotterdam

Designed and developed event displays for trade shows

in Florence, Berlin and Amsterdam

Set up and designed a permanent Pelliano guide shop

including retail displays

CLOT

HING

DES

IGN

Designed and developed 6

collections: over 300 pieces

of clothing and accessories with

sales of over $ 1,000,000

PACKAGING DESIGN

Designed 12 types of packaging for different

types of clothing. Managed production process

with Chinese manufacturing partner.

PACKAGING DESIGNThe goal of each design was to reinvent traditional packaging: find a fusion

between unpacking experience, branding and functionality.

THE GOOD THE UGLYBusiness Targets

◊ Served over 3000 customers directly

◊ Grew to 1 million USD in revenue in 1,5 years

◊ 120 premium retailers in 11 countries carried Pelliano

◊ Raised 500,000 USD in seed capital

Designed and Produced

◊ 6 collections with 300+ pieces of menswear and accessories

◊ 12 types of product packaging

◊ 3 marketing campaigns, displayed in 16 magazines with an

estimated reach of over 5,000,000 people

◊ Continuous deployment of our e-commerce platform

Awards

◊ Best Dutch Young Entrepreneurs of 2012

◊ Dutch E-Commerce Award for Pelliano.com (Category XS stores)

◊ Student-Entrepreneur ‘Guts Award’ for Marin

Failed StartupStartup failed in 2013 after failing to secure it’s next round of

funding.

Spread too ThinCompany lacked focus: we did 10 things to a 70% level of quality,

instead of doing 3 things to a 98% level of quality.

Production IssuesI initially underestimated production timelines and complexities in

fashion. This got us in trouble.

Product / Market FitI underestimated the conservativeness of menswear: men are inspired

by expressive styles, but tend to buy very standard stuff.

Marin Portfolio - Pelliano Part

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