Concept Book TNC - Nick Chadzelek

NEXT
THE
CLOSET

THE
NEXT
CLOSET
25 29
THE BENEFITS
THE CHANGE TO LEAD
3
THE CHANGE
11 33 37
THE CONCEPT
THE REASON TO BELIEVE
THE PROTOTYPE
15
21
43
47
THE BRAND
THE TARGET GROUP
THE INNOVATION STRATEGY
THE BUSINESS PLAN
1 2

THE
CHANGE
3
4

A FORECAST INTO THE WORLD OF 2032
BIG BROTHER
IS
ECOLOGY
There is a lot of tension within society based on multiple
reasons like isolation, climate anxiety and the fear of
losing ones privacy. Trust, both in ones peers, but also in
governmental and economical institutions, is on an all-time
low.
ECONOMY
Tech companies, especially Chinese businesses that specialize
in surveillance technology, are financially benefiting
from the implementation of surveillance tech into
daily lives. There‘s a few big global economic players,
because governmen regulations and financial backing of
those big enterprises make it harder for small businesses
to strive.
ERASING YOU
TECHNOLOGY
Technology is commonly used to oppress society through
biometric scanning, emotion detection, facial recognition
and surveillance systems which are distributed throughout
the whole country. Right-wing political leaders try to
justify their authoritarian use of these systems by pointing
at social tensions and riots that are happening due to the
effects of climate change.
DEMOGRAPHICS
People are choosing to get lesser kids due to climate
change, leading to a general decline in world popularity.
Cities keep on growig in size because large parts of the
countryside have become less enjoyable to live in. Unemployment
is on a steady rise because labour done by
machines is way cheaper than labour done by humans.
SOCIO-CULTURAL
Being outdoors has become a potential health risk. Therefore
people prefer to stay indoors. Vast amounts of
agricultural products are being grown in laboratories,
where the produces don‘t have to withstand the devestating
circumstances we‘re seeing in the outdoors.
5 6

RELEVANT CHANGES
No question: 2032, as it occurs in my scenario, is by far not the
perfect environment to prove yourself economically as a company
and generate large sales. But precisely those gloomy circumstances
allow a company to stand out from the crowd and lead the market
as a pioneer who‘s fighting against them.
The following circumstances play into the cards of The Next
Closet:
The world in which our brand and our target group are located in
is determined by negativity on a daily basis. Though, this exact negativity
can be used to set positivity as the guiding principle of ones
actions. If TNC manages to provide its customers with positivity
without putting on rose-tinted glasses and making things look better
than they ultimately are, this can indeed make a significant contribution
to the company‘s economic success.
Furthermore, TNC should clearly allude to the lack of trust
of the population and make them aware that TNC is not one
of those huge economic monopolies that suppresses its customers
with its created products, but has made it its goal to
support its target group.
This can also be done by relying more on human instead
of machine labor, even if this ultimately increases the operating
costs by a minimal amount.
One thing is clear: a smaller company like TNC cannot act
in such a scenario just out of lust for profit. It is obliged to
involve the people around them in their work processes
to provide them with new and better perspectives. Even
if this may require a greater effort on the part of the company,
this same effort will also be followed by economic profit and
acceptance by the population and characterize the company
as a savior in the eyes of the customer. And that is exactly
what TNC should rely on.
7
8

TO SUM UP ...
Times of change lie ahead of us. But instead of looking at these changes with concern, TNC
should concentrate more on accepting them and emerging from them stronger and better
than one previously thought would be possible. In concrete, this means:
1.
To take heart from the gloomy circumstances and based on them create a corporate concept
that throws light into the dark and fills it with colors of joy and hope.
2.
With a view to the high unemployment rate, to give people the opportunity to prove their
skills and to be finally able again to use them for paid work.
3.
To create products that enable users to go through their difficult everyday lives more easily.
4.
Calling things by their names and having concrete solutions ready.
5.
To repurpose the technical innovations, which are mostly used to oppress society, to support
it.
The Next Closet has the unique chance to emerge as a pioneer and to
be the light at the end of the tunnel. Even if that means a fundamental
change in the company and its visual identity.
9 10

THE
CONCEPT
11 12

Like a phoenix rising from the ashes, TNC rises from the shattered pile
of our existence to not just add a new meaning to our lives, but rather to
our beloved clothes. By making use of the technologies that have been
used for years solely for our own suppression, it is finally possible for us
to head towards the light at the end of this dark, never-ending tunnel.
Even if it will be a long and dangerous path, we know that we finally
have something in our hands that we can trust. Something that will
guide us on the way, or rather, a tool that will wrap us in a warm cloak
of safety and will always be there for us when we need it most.
13 14

THE
BRAND
15 16

As a company that has been familiar with the sale and general handling of
vintage clothing for years, circularity is an important part of TNC‘s corporate
DNA. In 2032, however, the extension of this circularity is clearly in the foreground.
By implementing technology that supports the customer instead of
suppressing him, it is no longer just a matter of giving clothes a new life. In
these times, it‘s more about giving them a completely new purpose and thereby
consolidating their right to exist in the long term.
17
18

VISION
TNCs vision is it to provide people with positivity, and as a
result, make them feel safe in an unsafe world.
BRAND DNA
THE
NEXT
CLOSET
MISSION
TNCs mission is it to direct customer‘s gazes away from the dreary everyday
situations, by offering them new and secure functionalites within their garments
to cope with life and the reality they find themselves in.
VALUES
DISTINCT POSITIVITY
PHYSICAL INTEGRITY
PERPETUAL SAFETY
19 20

THE
TARGET
GROUP
21 22

Generation Z represents the main target group for TNC in the year
2032. These individuals, between 28 and 38, long for concrete solutions
and products that reduce their suffering due to the unbearable
circumstances that surround them every day. The devastating effects
of climate change and the authoritarian political system in which they
live are having such a drastic impact on the lifestyles of these individuals
that these circumstances become intolerable for them in the
long run.
Personal security as well as data protection and complete transparency
of a company are therefore clearly in the foreground of their
purchase decisions. They long for companies that openly address the
grotesque circumstances, but at the same time offer concrete alternatives
and tools to cope with these situations. In summary, one can
say: they are desperately looking for a savior in need.
23
24

THE
BENEFITS
25 26

The main benefit for customers is that they can completely rely on the functionality of
their products and the support of the brand from which they purchased these products.
The implementation of electronic devices in clothing has an added value and can be
used in a variety of ways. The emotional value which customers put in parts of their used
clothing is thereby increased exponentially since the functions which the clothing items
are to fulfill from now on all serve the safety and security of the customer.
A watch will no longer just help customers to arrive for their appointments on time,
but will also warn them in good time of impending natural disasters. A sweatshirt is no
longer used solely to keep the customer warm, but by changing its color it can inform
him of gas accumulations or the like in the air. The protection of physical well-being is
not only increased, but also simplified, and clothing is given not only a new life but a
new purpose.
27 28

THE
CHANGE
TO
LEAD
29
30

With TNC’s products, the supportive factor for its customers is
clearly the focus of their existence. While other companies focus
primarily on making as much profit as possible, completely
disregarding the needs of their customer base, TNC listens carefully,
recognizes the problems, tackles them at the root, and
offers a wide range of solutions for these inconveniences in the
form of their products. While other companies continue to rely on
suppressing the population, and thus also their customers, TNC
swims against the current and creates a kind of countermovement
to distinctly set itself apart from the crowd.
31 32

THE
REASON
TO
BELIEVE
33 34

As a rather small company in the shadow of the gigantic economic
monopolies, one major difference between TNC and other
companies is particularly noticeable: TNC relies on truly satisfying
its customers as best as possible with the products it offers. As
a result, TNC is not just about selling products, but about helping
its customers in various aspects of their lives.
The Next Closet’s understanding of the needs of its customers,
and how these go hand in hand with the economic success of the
company, sets TNC apart from gross dimensions and gives them
emotional added value compared to other corporations.
35
36

THE
PROTOTYPE
37
38

DETECTED
FLOOD
DETECTED
NUCLEAR
EMERGENCY
DETECTED
EARTHQUAKE
DETECTED
For more information regarding the prototype and products
refer to the prototype document
It‘s not about giving garments a new life, it‘s about giving them a new
purpose.
39 13 25 401426

MAIN COMPETITORS
Indeed, The Next Closet has several competitors operating in the market. On
the one hand, these are large tech companies, but on the other hand platforms
which focus on selling used clothing. But instead of trying to outperform
the competitors and be in constant competition with them, TNC should try to
make as many collaborations as possible.
MARKET SEGMENT
The Next Closet can be seen as a fusion of tech and clothing companies. By
implementing technological components into its customers‘ used garments,
TNC is in a unique position that sets it apart from its competitors. But if you
want to allocate TNC to a specific market segment, this would be the manufacturing
sector.
This consequently not only helps TNC to integrate the best possible technology
into its customers‘ used garments, but also allows The Next Closet to benefit
from the name of big companies. This constantly increases awareness of the
brand and ultimately allows TNC to benefit from the partnerships entered into.
The following collaboration would be conceivable:
BRAND DNA
THE
NEXT
CLOSET
X
Within this collaboration, The Next Closet would clearly benefit from Philips‘
technological means and possibilities and, with strong sales figures, could
possibly even establish itself as a permanent partner of Philips in the clothing
sector.
41
42

THE
INNOVATION
STRATEGY
43 44

The Next Closet will have to face a number of innovations to be able
to assert itself as an innovative company within the market. However,
TNC‘s approach, as described in this concept book, is already
extremely innovative. Breathing new life into used clothing through
technology can catapult TNC to the forefront of companies that
have dealt with vintage clothing since its inception. And while smart
clothing will likely be far more widespread in 2032 than it is now,
it‘s the recycling of existing clothing that makes TNC so special.
As TNC‘s visual identity evolves, they will need to focus on making
their look more modern and colorful without looking cheap. Bringing
new hope to customers is imperative and color can do that only too
well in a colorless world. Marketing should be based on conditions
in nature that appear strange and dangerous to us as humans. But it
is precisely these circumstances that TNC‘s customers have to deal
with daily. TNC should also make it its task to communicate openly
and honestly about grievances within society and nature to be able
to assert itself as a helping hand..
45
46

THE
BUSINESS
PLAN
47 48

KEY PARTNERS
VALUE PROPOSITIONS
CUSTOMER SEGMENTS
CHANNELS
COST STRUCTURE
TECH-COMPANIES
which provide The Next Closet
with the necessary technical
parts and gadgets which
will then be implemented into
the clothes.
THE CUSTOMER
who provides The Next Closet
with his used garments to get
them upgraded.
(APP) DEVELOPERS
who develop certain elements
of apps and systems which are
needed to make the garments
work in a proper way.
PUBLIC AUTHORITIES
who supply TNC with the
necessary information regarding
natural disasters etc. so
that TNC can communicate
that informatino further to its
cusmtomers.
SAFETY AND PREPAREDNESS
are the core values TNC wants to deliver to
its customers. By adding crucial upgrades to
their garments (which e.g. warn them about
occuring natural disasters etc.) the customer
can fully rely on his garments to warn him when
danger is near.
THE LACK OF TRUST AND SAFETY
in my scenario people are living in constant
fear of the harsh effects climate change has
on their daily lives. Adding to that, they live in
a society where technology is rather used to
oppress them instead of supporting them. TNC
therefore sees its responsibility to help those
individuals who feel left behind by big corporations
and their gonvernments.
WE‘RE HERE FOR YOU WHEN NO ONE
ELSE IS
that is the main promise TNC wants to give
to its customers and therefore it creates these
products which, in the end, are solely meant
to support its customer base when times are
rough.
GEN Z
Generation Z represents the main target
group for TNC in the year 2032. These individuals,
between 28 and 38, long for concrete
solutions and products that reduce their
suffering due to the unbearable circumstances
that surround them every day. The devastating
effects of climate change and the authoritarian
political system in which they live are
having such a drastic impact on the lifestyles
of these individuals that these circumstances
become intolerable for them in the long run.
Personal security as well as data protection
and complete transparency of a company are
therefore clearly in the foreground of their purchase
decisions. They long for companies that
openly address the grotesque circumstances,
but at the same time offer concrete alternatives
and tools to cope with these situations. In
summary, one can say: they are desperately
looking for a savior in need.
ONLINE MARKETING
through social media
platforms or the metaverse
ONLINE WEBSHOP
where they can browse
through the available
upgrades for their clothes
KEY ACTIVITIES
UPGRADING GARMENTS
TNC‘s daily activities lie within
the upgrading of second-hand
garments to smart clothes by
implementing technological
elements and gadgets within
the clothes.
MICROCHIPS
costs range from €3.50 - €7.50
MINI LED DISPLAYS
€6.99 - €15,99
SMART WATCH BATTERY
€15,00 - €30.00
WEBSITE
€200 to build & €50 to run per
month
APP
€61.000 - €120.000
PRODUCTION FACILITY
€250.000 - €1.000.000 depending
on the machinery that is going
to be needed and the size of the
factory. Though, buying an already
existing production facility and just
having to buy the necessary machinery
seems like a more suitible
option.
KEY RESOURCES
SECOND HAND GARMENTS
to give them a new purpose by
the added upgrades
TECHNICAL ELEMENTS
such as microchips, mini LED
displays, batteries etc. to make
the gadets function correctly
SMART CLOTHING
like smart watches that have an integrated security
broadcast system which warns customers
when natural disasters are about to occur. Or
garments that change their color through the
implementation of sensors when there‘s a specific
ammount of lethat gas in the air that could
be of harm to the customer. The possibilities are
quite broad.
REVENUE STREAMS
THROUGH SHOPPING IN THE ONLINE STORE
customers pay for the upgrades they recieve. Smaller
upgrades mean cheaper prices, while greater and
more complicated upgrades require a higher price.
CUSTOMER RELATIONSHIPS
TRUST AND RELIANCE
TNC‘s customers are desperately looking for a corporation
to fully trust in and therefore TNC is striving for
an open and honest relationship with their customers.
49
50

THE
NEXT
CLOSET
TNCs vision is it to provide people with positivity, and as a result, make them
feel safe in an unsafe world.
51 52

TOM HEGEN
https://www.tomhegen.com
THIS CONCEPT BOOK WAS STYLIZED WITH THE HELP OF THESE
PHOTOGRAPHER‘S WORKS:
ADAM CSOKA KELLER
http://csokakeller.com
EVELYN BENCICOVA
http://evelynbencicova.com