• Ali J. Stinehour

Research Process

Creating a Fashion Business Model: “Rocktopus” by Kris Myers

Step 1: Define the Problem(s)

  • Touring/festival musicians don’t have clothes that keep them cool while playing on stage in the sun

  • OR festival goers don’t have clothing that keeps them cool while packed into large crowds in the sun

  • Problem: discomfort and risk of dehydration/overheating and no stylish options for artists to wear on stage

Step 2: To Start a Clothing line, There must be a venture capital Business Model

  • Festival clothing model? *no*

  • Defining what kind of festival goers aesthetic.

  • Band Merchandise clothing model? *no*

  • Defining what kind of Bands would be interested in cooling technology

  • Musicians Clothing line designed for only musicians clothing model? *yes*

  • What can the average touring musician afford?

  • How will they value cooling technology in their clothing?

  • Define product

  • An upscale looking but affordable clothing line that is made from a material that upon getting wet, gets cold, is still stretchy, and comfortable to play in.

  • Why?

  • It lengthens their ability to play longer with less fatigue, and more comfort while still looking stylish with easily washable clothing for while they are on the road.

  • Health repercussions / comfort / cooling technology

  • Demographic research

  • A touring musician

  • Season: summer

  • Age range 20-65 years old

  • Male demographic

  • What is their budget for a product like this?

  • Well, if the brand is successful, musicians will invest in this product as they would invest in their instruments. Similar to drumming shoes, iPads for lyrics on stage, proper lighting, ect.

  • Ethnographic research

  • American music industry

  • Haven’t found a musicians clothing line that serves purpose for comfort on stage in high heat environments.

  • Most musicians make 15-20K, with music alone, with in a year until they have surpassed a serious break through in their career.

  • The consumer would need to be a dedicated musician with either a second day job or a large following.

  • Environments

  • Summer festival environments, hot weather.

  • Aesthetic of clothes

  • First benchmark: shirts for male musicians

  • Second benchmark: Alternative Pop/Rock genre

  • Example brands: Lucky Brand, Levis, All Saints, Urban Outfitters

  • Example potential Artists: White Denim, Tame Impala, Vampire weekend

  • Casual but “cool”

  • Neutral color palettes & B&W

  • Timeless yet bold graphic patterns / band logos

  • Price per Unit

  • Textile properties - vapor wick or cooling towel material

  • How do I find pricing of textiles needed? Services of production?

  • New cooling fabric material below!!!

https://www.apparelnews.net/news/2018/feb/22/cooling- fabrics-are-becoming-really-cool/

  • Distribution

  • Online sales * definite*

  • Website, Instagram, Facebook, SEO

  • Festival sales?

  • Not yet.

  • Band merchandising?

  • Not yet.

  • Profit Margins

  • Need to find out price per unit first… but also how do I find proof of this with out solid evidence of product success?

  • Growth potential for later on

  • Sell to local music shops

  • Branch out to festival attendees

Research links

  • https://www-sciencedirect-com.aurarialibrary.idm.oclc.org/science/article/pii/S0148296321003398

  • Co-branding

  • Ecommerce

  • Major shopping sites

  • https://www-emerald-com.aurarialibrary.idm.oclc.org/insight/content/doi/10.1108/JFMM-07-2019-0137/full/html

  • Millennial shopping trends

  • Emotional connections built with a clothing brand

  • https://www.coolcore.com/about-us-2021/

  • The material needed, defined problem has similar statement as rocktopus…. What makes Rocktopus stand out?

  • It is a line made for musicians only, will have style rather than a “sporty” aesthetic, endorsed by famous drummer, Kris Myers.

  • https://www.nilit.com

  • “Committed to the planet. Committed to you.”


- Touring musicians experience extreme heat being on a typically all black stage, under the hot sun and stage lights, meanwhile some of the instrumentalists are playing at the level of cardiology to be burning as many calories as a professional athlete.

-Example: A drummer can burn up to 5,000 calories for a 2 hour show. Confirmed from his very own Fitbit interface accounts, Kris Myers from Umphrey's McGee, burns about 4-5.5K calories per show ton average and often experience discomfort with hydration and temperature control in ever changing climates per show.

Problem Questions:

- How can a clothing company provide sustainable, temperature controlled, clothing for touring musicians playing shows in high heat environments?

- How can a clothing company provide sustainable, temperature controlled, AND affordable clothing for touring musicians playing shows in high heat environments?

-How can a clothing company provide sustainable, temperature controlled, easily washable, AND affordable clothing for touring musicians playing shows in high heat environments?

-How can a sustainable clothing company provide comfortable, temperature controlled, and easily washable, clothes for touring musicians playing shows in high heat environments?

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