I'm thinking of creating a new brand of hoodies-only apparel line.
Why hoodies?
As a hoodie lover myself, I had a hard time wearing it in Malaysia due to its tropical climate. Most of the hoodies here were made of wool, which of course not a recommended material to be worn in hot weather.
Target Market
Teenagers and Young Adult, 15-30, Male and Female.
USP
My hoodies are made with cotton. Which is one of the best material for hot tropical weather such as Malaysia. Cotton permits movement of air from the skin through the fabric, allowing heat to dissipate and reducing humidity. It also absorbs moisture well, keeping the skin dry and increasing evaporation.
Reference used : http://www.wisegeek.org/what-are-the-best-fabrics-to-wear-in-tropical-climates.html
The Campaign
The hoodies will be designed with batik element on it, which is a part of Malay Heritage. Thus creating an awareness amongst youngsters on our now threatened art. So, by donning batik on hoodie (which is most youngsters would want to wear), they will accidentally carry on Malay heritage with them. The campaign will be launched with Jabatan Kebudayaan dan Kesenian Negara (Department of Culture and Arts).
Official Web Portal: http://www.jkkn.gov.my/
The reason I say it as Malay heritage, rather than Malaysian heritage is because Indonesia had won the rights of Batik as their heritage on 2009.
Reference: http://www.nytimes.com/2009/09/15/world/asia/15iht-batik.html?_r=0
Meanwhile, Malay, is a race of Austronesian people which is of Malaysian, Indonesian, Brunei, Burma, Singapore, and Thailand.
Reference: http://en.wikipedia.org/wiki/Ethnic_Malays
Mind Map
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