TIBI
TIBI
During my summer at Tibi, I was able to not only grow as a professional, but also as a person, within the office as well as in New York City. Throughout my time at the company, I had the opportunity to develop a deeper understanding of the inner workings of an esteemed clothing brand while specializing in sales. Within the sales department, I created and maintained weekly selling reports, compiled best seller performances with partnering retailers such as Bergdorf Goodman, Intermix, and Shopbop, organized and actively participated in market week operations, as well as supported the team with other administrative tasks. I was fortunate enough to work with an amazing team of interns, and take part in the summer intern project where we were tasked to create a brand from start to finish. After presenting to the Tibi board at the end of the summer, my team was awarded first place (this project can be seen below). I am so grateful for this experience where I was able to learn and grow at such a collaborative, close knit company, and I cannot wait to apply these skills moving forward in my career.
Summer 2022 Intern Project
For my groups project, we wanted to create an adaptive intimates and lingerie brand which strived to rewrite the stigma around disabled bodies. In the US, there are about 61 million adults who identify as disabled in some form, making up 26% of the population, thus, Wink of Daisy was born. Our product was designed at the intersection of beauty and functionality, with the intention to empower all women and create an inclusive community where one is comfortable to share their story. After much hard work, we presented our idea to the board at Tibi, and were lucky enough to be awarded first place. Amy Smilovic, the Founder and Creative Director, ended her regards with, “if the presentation is any indicator you all have bright times ahead of you.”
Wink of Daisy
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Adaptive clothing is designed around the needs of people with varying disabilities that have an effect on dressing abilities. These pieces cater to a vast array of needs consumer have whilst maintaining style and fashionable
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Wink of Daisy is an adaptive lingerie brand created to bring inclusivity to the fashion industry. Everyone should be able to wear attractive and convenience lingerie. Our value is inclusivity.
We are targeting handicap identifying female audience who are in need of beautiful lingerie. Through our collaborations with handicap influencers and organizations, more people be exposed to our brand and products, most importantly, our intent of delivering self appreciation to every female identity.
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In the US, there are about 61 million adults who identify as disabled in some form, making up 26% of the population. There is a large, untapped market, especially within the fashion space, to create an inclusive product that those who identify as disabled can utilize.
According to Statista, by 2021, the estimate value of the adaptive apparel market in the US has reached over $50 billion. This market is expected to expand in the future. However, there are very few choices within in lingerie field, a market that is being unseen, or unwanted to invest in.
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The handicap community are seen as a group of people who "do not need sex" because they are "not capable of it", but they can be intimate through other senses, much ignored by the general public. Additionally, because many rely on the support of others they are often "infantilized".
The lack of representation within the fashion and lingerie space has made those who identify as disabled more discouraged to accept their own body. We strive to cultivate a product and community that will create a space in the industry for them. This is as simple as what a piece of appealing lingerie can do.
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Our current competitors in the related market are only the brands that are selling adaptive intimate wear, relevant products that could be found currently are lacking decorative elements. These products are disconnected to the term "lingerie" which should be fashionable and visually appealing. This has also reflect that a part of people's need is not being fulfilled.
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Disabled female identities
Within the United States
Between the age of 18-49
Income from $25,000 to $80,000
More likely to have a partner
More likely to live in suburban and rural
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People seeking for more decorative adaptive lingerie style
People needing sexual motivation
More sensitive of visual appreciation
Disable LGBTQ member who is pursuing feminine traits
Seeking for self appreciation, wanting or willing to embrace their own body
Consumer Profiles
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Tiffany Kato
Tiffany is 45 years old and lives in New Jersey. She lost her leg 20 years ago while skiing, and is currently a Japanese translator making $40,000/year. She uses online dating apps but feels insecure about dating in person due to her disability. She feels discouraged in the dating world, and is looking to change that.
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Kelly Winson
Kelly is 28 years old and lives in Vermont. She is autistic, working as a freelance digital designer making 70,000/year She lives with her technician fiancee, and enjoys being intimate with her partner. Kelly met her partner while in school, and is planning on having kids in the near future.
Brand Package
We intend to create an aesthetic that is whimsical and airy. With our colors being mainly warm toned, we want to keep our fonts fluid and dainty.
Selling Proposition and Sales Projections
Our selling plan was to start out as a direct to consumer company. As a new brand, we wanted increased control over brand messaging, gaining higher margins, being able to expand market segments, and higher customer lifetime value (CLV). As a direct to consumer brand we have control over messaging, brand data, as well as our reputation, and customer service is in the hands of only us, instead of outside parties.
Profit Margins
TIBI x VOGUE
During my time at Tibi, one of their pieces was featured on Vogue’s homepage. The office was ecstatic to see a street style story featuring Tibi as its cover image, and I was thrilled to be apart of this moment, and a team that is so joyful and excited about what they do.