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3. Development_ 브랜드 네임 도출
KLEM Project모두를 위한 디자인으로 아프리카에 희망을
Giving hope to Africa by ‘open design solution’
3. Development_ 브랜드 네임 도출Designer introduction
LEE JIN YOUNGi-CLUE DESIGN , Creative Integral designer
Designer is Problem Solver.
No Boundaries in Design.
3. Development_ 브랜드 네임 도출Background
MALAWI (2012)
- Human rate 16,323,044
-GDP: $ 900/1person (13th poor country in the world)
- Literacy rate : 36%
- MedicalDoctor- 0.5/1000(person)a day/200people die, HIV/AIDS(920,000person), Malaria and other diseases
What What is the problem?
GDP $900
Foreign Aid Passive
Attitude
Lack of Job
Poverty
40%Over Foreign Aid
Why Why we have to solve this problem?
Elephantiasis case
- Where are all Appropriate technology products in Africa?- Who are using that products in Africa?- Are they really necessary for them?- Are they sustainable enough?- If there are no aid any more can they produce products by themselves?- What affect for their industry when we give it to them?
Question for me after facing real situation.
3. Development_ 브랜드 네임 도출
MISSIONProvide all poor people with an opportunity to become
independent through an open design solution.
‘Open Design Solution’1. Improving the poor life situation by self-producing for using open design solution. 2. Offering chance to get a job for well self-trained people.
Design Guide1. Using local material2. It should be easy to make by local user. 3. To make it with local people 4. Be sustainable5. Can be developable by local people6. Considering business growth potential
Market Research at MALAWIConducting design research, finding out the needs of natives, securing the local material considering the unit price and development, site application, improvement, education and dissemination of design solution
DesignConceptMinimal material but Maximum design
-Using just one sheet of fabric and waste tire-Using less material but Functional, durable -Maximizing merit make it by hand-Easy to understand for beginner -Should be take minimal cost -Fascinate enough design
KLEM Shoes making process*Using local material (Tobacco bag, waste tire…)
EDUCATIONThis design was planned for anyone can make and use on the purpose of ‘OPEN DESIGN’ concept at the public level.
PracticingThe purpose of this project is to improve the living quality through independent production of goods, as well as to provide the opportunity for goods production by discovering outstanding personnel capable of utilizing technology acquired through the education.
BRAND IDENTITY
‘The name of “KLEM” was inspired by African child’s name, ‘Klementi’ suffered from hardship to place the symbolization. The identity of the brand has been established with a shoes designed by the figure hugging one’s feet in the harmonization of a word, Hug in Norwegian.
SHARING IDEADevelop an Open Design Solution for D.I.Y especially designed for natives to make and use by their own, which is applicable in developing countries; Develop and disseminate the related brands; Encourage and support handicraft locally produced in phase
Worldwide Participating America: New York,Newbern, BrazilTaiwan: Taipei Medical UniversityAfrica: Mozambique, Malawi, swaziland
HowHow can we make this business keep going.
Business Model
3
Client definition Who What How Feature
KLEMValue oriented trendy people
Handmade highquality products
Hand made,unique design
Value orientedbrand positioning
Developing Business modelEducation/ Manpowergrowing
Cottage industry/producing
Export to international market
Location International market
Feature High quality, Brand power
Client International 20~30 consumer
Location Near country
Feature Whole sale, cost downDistribution channel
ClientMiddle class
Location conventional market
FeatureLow cost, functional
ClientLocal market user
1 2
Manpower(Unit: person) Approximate producing quantities(unit: pair)
Village name People(person)
Student Producingpeople
A day(8H) 1month(20days)
1year(12months)
Chimutu 11,000 3,300 330 2,640 52,800 633,600
Chiwoza 12,320 3,696 370 2,960 59,200 710,400
Chaseta 6,500 1,950 195 1,560 31,200 374,400
Total 29,820 8,946 895 7,160 143,200 1,718,400
Producing ability _ MalawiAnalyzing people who can get an education for shoes making
Item 201X 201X+1 201X+2
Sales account $ 1,718,400 $ 3,436,800 $ 5,155,200
Cost of sales $ 1,185,696 $ 2,062,080 $ 3,093,120
Gross profit $ 670,176 $ 1,374,720 $ 2,062,080
General administrative cost $ 368,597 $ 756,096 $ 1,134,144
Operating profit $ 301,579 $ 618,624 $ 927,936
Financial- A year production anticipate result by 895 peoples
[Reference for current market price ]Imported conventional market sneakers : Approximate 2000~2500 Qacha ($ 6~7.5)Waste tire shoes: 500~600 Qacha ($1.5~1.8)KLEM shoes: 230 Qacha ($ 0.6)* Qacha (MWK) / Exchange rate : $1: 360MWK, 1MWK= 약 3원(Won)
‘Make an opportunity for the poor by Open Design Solution’
www.facebook.com/klemproject
LEE JIN YOUNG / i-CLUE DESIGN Director#707, 56, Banpo-daero 18-gil, Seocho-gu, Seoul, Korea
[email protected] / www.i-cluedesign.com
