SOOT Analysis

Following is my SOOT analysis to this niche industry. And afterwards there are profiles for three representative companies in this field, industry leader, emerging company and company at risk respectively. Design Nation is the leading designer platform in the I-J, founded by Peta Levi MOB back in 1997 and now located in London. Design Nation is the only Design Craft and Product database and membership is solely selected by the peers of the design industry. Together, those 130 UK-based designer members of DON represent the best I-J design and craft community.

The creation of this website has been made possible through the help of many supporters who continue to be advocates for celebrating the best of British craft, design and product. I-J is full of historical and cultural heritage of art, London in particular. The market here is very mature, many art collectors and professional appreciators stay in the I-J. However, I-J designers are still stressing due to the lack of distribute channel and professional support of branding etc. And economy slowdown also effect on this industry.Design Nation is of great impact on UK design field, not only because its ember designers are well-known established names, but this platform provides enormous industry opportunities and business growth incentives.

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Those designer members could access to Den’s exhibition opportunities, partake in other projects like EUREKA( a I-J designers supporting initiatives) and Meet the Maker initiatives and members could engage with each other at group networking. (Pixel Primate, 2014) Design Nation is an online portfolio that people can trade and collaborate but DON does not take commission on sales or orders.So this is a non-profitable organization, Design Nation is proud to be supported by the Southland Centre, London Design Festival, Royal Stafford, Design Factory and Arts Council England. Design Nation exist to promote British design and create direct connection between designers and buyers. Customer base of Design Nation could be anyone who wishes to buy designs or to commission work. It targets professional users such as manufacturers, retailers, architects and other specifies as well as the general public.Next, Designers ; Agents is a very active emerging agent company located in LA and NY where both prosperous at art and commercial. Designers ; Agent” is an independent, international trade fair for hundreds of collections and thousands of retailers who define the direction in fashion and life style.

Similar to Design nation, its mission also is identifying emerging talent and creating an intimate, synergistic environment that fosters relationships between designers and buyers.However, DON focus on support I-J domestic designers through EUREKA while D&A focus on encourage designer to be CEO-minded through its Green Initiative project. The total usable amount of resource on Earth is limited and climate change is aggravating, all industry should adopt greener way on sourcing, manufacturing and cycling.

Designers are of the initial determination duty to select the raw material and way to process the products. Environmental friendly and sustainable concept is a sweeping trend. American culture is also into greener production and lifestyle.Designers & Agents advocate sustainable design, through its key feature – Green Initiative. D&A are encouraging fashion brands to be more ecologically minded. By giving out free showroom in LA and NY to those selected brands who match its Rene standard, D&A could help starting up brand to gain free platform and stimulate them using CEO-friendly materials, supporting local fair trade and sustainable manufacturing process. Despite from Industry professionals, manufacturers and retailers, visitors to D&As trade fair, showrooms and other events are another main customer base.

D&A has big scale and incredible capability to hold trade fair. D&A features brands from worldwide that are the influences in the advanced contemporary market. Certainly, D&A is financially strong enough to consistently hold more events and to offer free showroom to those co-minded designers.

(Disarrangement’s. Com, 2014) The company at risk is called YAHOO! , an e-commerce company in fashion segment, founded in 2009. 200 out of 300 brands listed on YAHOO! Is original designer brands. Also YAHOO! s one of the main supporters for Chinese original fashion brands. However, the reason YAHOO! In risk are, firstly supporting local designers is a very challenging Job, huge amount of capital is needed. After YAHOO! Financed $30 million, 80% of the fund is invested in the business of supporting local designers. Secondly, even more than 90% of original brands on YAHOO! Re profitable.

But YAHOO! Put itself on risk by taking all the inventory risks for supporting those brands. The target customers for YAHOO! Are youngster who pursuing personality.But the market is so small, due to the launching of oversea brands and competition with non-fashion brands. Whether YAHOO! Could experience a consistent growth is questionable. (YAHOO! Buy, 2014) Freelancing or design agency is the question essential question designers faced. And the business model of majority design agencies are hiring designer rather supporting them.

So my dream Job is being a designer promoter. In China, generally, the value of design is underestimated. The public are not quite understood and appreciate the value of design.I wish I could alter current status. In other countries, such as I-J, France and Korea, they already have developed market and mature ecosystem with certain rules and standards.

There are more art professionals and appreciators, also public is willing buy design. Under better protection of intelligent property, designers are well- respected. Their rights are been guaranteed and their works are purchased by good money. This healthy environment would generate more good artiest and designers ND fulfill their potential.