Hello! You read that right. I, Evan, am launching my very own streetwear clothing line, 78°C for the first time in 3 years. There are a few reasons why I'd like to start up my own business at such a young age. The first one is because I want to pursue my dreams as a young businessman & creative person with my talent that I own while the other reason is that I'd love to help my family financially as my father had passed away when I was 5 and with this opportunity, I'd love to change my family's life with something that I am capable of doing. Before I explain about the story and everything, let me brief you some background details and sorry on my journey.
Starting at the age of 18, I'd always wanted to start up my own business. I had a lot of ideas in my mind but the only problem I faced was money. It's all about money. In order to build up my own business, I'd need some money. I was young and didn't have enough money to even print the shirts to be sold. Some shops asked for a deposit where I'd need to pay beforehand. It was hard. I kept on delaying my thoughts on proceeding. I couldn't remember the amount of times where I had to scratch my ideas over some financial issues. Most entrepreneurs in this country especially have money to start up their business and I thought it was a little bit unfair for people like me. Wouldn't it be a good idea if a young person like me, with fresh and new ideas could start up my own business if it wasn't all about money? I'd have to be honest that my ideas are innovative and they deserve to be heard out by many. I wish to introduce my ideas and my creativity to the world. They deserve to be seen. But I told myself that I wouldn't be any younger. I am growing older and now I am reaching the age of 21. I am currently doing my Degree and finishing soon. So I thought creating my own business at this age would be a brilliant idea. Finally, the idea of creating 78°C popped in my mind and all I need now is some support from people all over the world.
- - -
About 78°C: 78°C or pronounced as Seven Eight Celsius, is a Malaysian streetwear clothing brand. We are trying our best to make our brand one of a kind. In a way, we would like to bring awareness on the real-time/world issues through our designs since it’s a topic that is well kept under the rug. Other than that, we will combine it with some ‘negative’ elements to make us different. Under the theme of “dark” and “emotional”, we aim to bring out these concepts into our designs.
Our colours are only available in 2 colours which are black and white, making us different. However, limited edition collections would be added at certain point in which we would make available designs of different colours.
Meaning behind 78°C: The solid strength of platinum combines with the idea of moderation are the basis of 78C. 78 is the atomic number of Platinum. The manifestation of platinum for our concept goes hand in hand with the idea of refusing to be compliant to society’s standards. Platinum represents strength, refusing changes even at the slightest. Celsius indicates the temperate element of our designs. It’s moderate, timeless and modern. The essence of modernity and timelessness are vital in our designs
Logo: The signature wording logo is 78ºC which could be interpreted into two words, celcius and clan. We care about our clan, so do join the clan that shares the same interests as you do. The concept of chemical compound is used in which it signifies the clan that we had created as a safe haven for those who feel like they don’t belong in the society’s mould. The centre symbolises the same interests we share and the three lines mean, different people coming together to join the clan and form as one.
Concept: Unlike other brands, our brand has its own identity that sets us apart. We aim to only produce our products in 2 different colours which are black and white. This is because our brand is positioned to be 'dark'. However, we will also provide the same designs but in different darker shades of colours monthly for 1-2 days. This is called as "Special Day" where we will release the same designs but in different colours (dark shades) and label them as 'limited edition'. As mentioned earlier, we are going for the concept of 'real-time issues' that our people are facing. In addition, we are also going for another concept which our products are 'genderless', which appeals to any gender.
Target Market: We will look at 4 different aspects which are demographic, geographic, behavioural, and also psychographic.
Demographic: We will be targeting people of 20 to 29 years old and also to any gender. For status and income level, we are targeting those people of middle to high income as our products would start from 70MYR ($16-17). College students and working adults would be our best targeted audience as these people are most likely to buy our products.
Geographic: Most of the consumers we are targeting are the ones who live in urban areas such as Kuala Lumpur, Johor Bahru, Penang, etc. These people are most likely to be updated with the current trend.
Behavioural: Heavy user with the seasonal buying. Most consumers who buy our products will be buying for the wants instead of the needs.
Psychographic: We will be looking at the people who are huge fans of streetwear clothing brands and minimal designs.
Expected price to be sold for a shirt: 70MYR - 80MYR ($16-20)
The price that we have decided to put is slight cheaper than the other streetwear clothing brands' in Malaysia. This is because we are new in the market and would like to introduce and bring the awareness for our product that people never heard of. With slightly cheaper price, this could increase more rate of usages among the targeted audience.
Why $5000 for the Campaign?: As you know, starting up a business could be painful as we have to deal with a lot of things. For the starter, we wouldn't make much of profits as we would like to promote and introduce our brand to the people. We would like them to know more about us and our products so that they would be interested in us. For $5000, we would like to use for a few things which include:-
Resources: This is mainly about ordering blank shirts and printing services where we would need to do some research and survey on finding the best out of the best fabric for our shirts. We would like to point out that we care about the quality we serve for our customers so that the rate of use among them would increase and hence, the loyalty increases too as well. We would also need some money to print some freebies such as plastic bags, name cards, labels and many more. As we are discussing about using recycled items for most of our freebies, we would need more money into getting such stuffs.
Booths: In Malaysia, we have a few booths that are held to promote our business such as R!UH. Through this medium, we would get the chance to pay for the rental (approximately around 300-400MYR per day) and sell our products to gain more new customers. We are planning to rent the booth monthly (1 day per month) just to get our name reached to more people. Of course, in order to rent one, we would need some money in order to set up a booth. We would need some money to decorate our booth so that we could appeal and attract more people into coming to our site and view our products.
Marketing and Promotions: Other than those, we would like to use some money on marketing and promoting our brand via social media such as advertising them through a sponsored post. We believe in the era of modernisation and digital days, most people are on the Internet and social media accounts to be exact. With the power of the Internet and social media accounts, we could use this medium to advertise and promote our brand and products so we could get more frequency among the new consumers. We could also use some money to pay some social media influencers to promote our products so that we could get more reach, hence an increase in sales.
And the rest of the money would be used to introduce our brand and promote our products.
Risk & Challenges: There are many risk and challenges in order to build my own streetwear clothing brand in Malaysia. One of them is financial problems where a young person like me would need in order to promote our brand and product to many. I believe the only challenge we are facing is financial because we would need a lot of money to print shirts, shopping bags, shipping, freebies and many more. If we could get a decent amount of money from the contributors, we promise to utilize each penny to make our brand known by many!
Ways to Help Me with the Campaign: If you are reading this but couldn't contribute any penny, don't worry! You can always share the link to this campaign to your friends. Sharing is caring! You wouldn't know if you shared this campaign page and more people who are interested in this campaign would contribute! All you have to do is share if you're interested to see a young creative person to start up his own business! Let's make a change!
For more information, please follow us on Instagram at @78celsius.