Vet's Best Friend
Vet’s Best Friend is a scrub line dedicated to Veterinarians and other professionals working with animals. It features high performance knit fabrics that repel fur and protect important areas from bites and scratches. Each piece focuses on warmth and comfort that lasts the whole day. Our line can be personalized to each person’s taste with embroidery to add fun and style at the work place.
Demographics and Psychographics
•Veterinarian/ Animal related professional
•Ages 25-45
•Fun, warm, inviting in demeanor
•Loves bright colors
•Deeply Compassionate
•Active in their communities
•Animal activists
Environmental Scan
Art as Political Action
During my environmental scan, one type of art work that stood out among the rest was street art. For many, murals and graffiti make up the landscape of our environment, and often, it tells a very compelling story about our society. One artist that is very well known in the U.S. and abroad is Banksy. Banksy is an elusive urban graffiti artist that is known to create extremely controversial murals, often urging political change. Some of his most famous works include "The Son of a Migrant from Syria" (2015) This mural depicts Steve Jobs as a migrant, and it was painted in Calais Jungle, an encampment site where migrants stayed while they tried to enter the United Kingdom, "Slave Labour" (2012) Which depicts a poor child at a sewing machine assembling union Jack patches, and "One Nation Under CCTV" (2007) Depicting a child in a red hood spray painting the phrase while he is being watched by a police officer and a dog. My target market is comprised of young adults who are socially and politically involved within their communities. They entered the field of medicine to be able to help those who are most helpless, and are therefore deeply sympathetic to the circumstances of others. Banksy's street art mirrors the concerns of many young people living in a world that is often unfair and corrupt, and I believe that is why he is such a prominent name in Art for our society.
Resistance to Gender Norms
One prominent trend we have been seeing enter fashion is Androgyny, which is an aesthetic that is neither strictly feminine nor masculine. This trend is a result of people no longer wanting to conform to the rigid rules imposed on them based on their sex. This sentiment has only gotten stronger with the progression of Feminism and the Gay Rights movement. For some people, androgyny is their way of questioning norms and limitations. Many artists have jumped on this trend; legends like Curt Cobain, Prince, and David Bowie developed their image around such ideas, and they resonate with modern youth. Slowly, we have seen this aesthetic taking a bigger platform in people's every day life. As Marlen Komar puts in in his Bustle article The Evolution of Androgynous Fashion Throughout the 20th Century, "Borrowing from each other's closets was helping both men and women express the different sides of themselves that didn't fall into neat binaristic categories." With my scrubs line, I want reach out to young adults who are open to new ideas about gender and acceptance. My customer is most likely a very compassionate and open minded person who does not feel confined by things such as their gender or sexuality. They want their clothing to represent them as the professionals they are, no limited by any presumptions made based on their physical characteristics.
A Cruelty-Free Movement
Recently, there has been a big push in cruelty-free products. Although mainly seen in the make up industry, it has taken foot in the Fashion landscape as well, with things such as the anti-fur movement and the vegan-fashion movement. People are starting to care more about animal rights and human rights and taking action to stop exploitative practices that only care about profit. Some honorable mentions are companies such as:
SUSI Studio, which make fashionable cruelty-free footwear from recycled rubber and other sustainable materials.
In the Soulshine, which is an Australian brand that makes cool graphic T-Shirts with vegan ink and in a factory based in Bali where they pay their workers a fair wage, one that is three to five times more than the average wage for a tailor in that island.
Della, which is an apparel company based in Hohoe, Ghana that creates one of a kind clothes. The profits go towards supplying jobs, education, and skills to women and men, all without harming animals.
Brave GentleMan, which is a company that used recycled soda bottles, water bottles, polyester, and cotton blends diverted from waste streams to create unisex clothes.
My target customer is deeply invested in the humane treatment of both humans and animals, and wants to invest their money towards companies that represent that value.
Inspiration
I am designing for a person deeply moved by a need to help others who are at their most vulnerable. My customer is dedicated to making a difference in the lives of people and animals. They see themselves as a part of a greater community, one that takes action when injustice is done.
Competition
When searching competitors scrub lines, three that caught my attention were Medelita, Figs, and Jaanuu.
Medelita is a scrubs company that specializes in structurally unique tailored pieces. Their tops are form fitting with interesting seams and styles, and their bottoms are sleek with cool pocket layouts that retain a fashionable look. Medelita also has a line of lab coats that are elegant and utility-centered, with notched collars, side-slits for easy pant pocket access, and large pockets able to fit an iPad. Their line is special for their dedication to create elegant silhouettes while not sacrificing any of their functionality.
Figs is a company that makes athletic-inspired modern scrubs and accessories. Their products are fun and innovative, bringing together utility, style, and comfort. They dare to be creative in their designs, often including small details that elevate their looks, such as camo detailing, glow in the dark lettering, and waterproofing. Figs also offers other products such as fun, colorful compression socks, as well as pajamas.
Jaanuu is a company that focuses mainly on creating scrubs that are feminine and fashionable. They are daring in their silhouettes, and not ones to stray away from prints or metallic accents. In addition to their great aesthetic look, their company promises a product that is durable, retains color and vibrancy, keeps its flattering shape, has a luxurious handfeel, is wrinkle resistant, stretches with the body, wicks moisture, and is antimicrobial.
This line of glow in the dark under scrubs shows how Figs seamlessly combines medical wear with athleisure wear. The lettering on the arms boldly state "Stay Woke," a popular saying for today's young adults about staying socially conscious, as well as a play on words about nurses working the night shift. This product is important for Figs, as it sets their company apart as one that is sure to appeal to today's younger medical professionals looking to stay trendy while on the clock.
The Ruffle Sash Top is a perfect representation for Jaanuu as a company. They are a brand dedicated to providing their customers with ultra feminine silhouettes that are unseen in the scrubs market. They are not afraid to add accents such as ruffles.
This top is exemplary of the type of products that Medelita offers. It retains an elegant, toned down look that is made special by its unique tailoring and construction.
Medelita, Figs, and Jaanuu are all amazing companies providing the scrubs industry great products. However, they are all very general companies that create uniforms that can be used by any medical profession. They are missing specialized pieces for specialized professions, such as the niche market I'm tapping into-Veterinarians. Veterinarians have different needs due to working with animals instead of humans, like most medical professionals.
My Company's Solution
While other scrub companies focus on creating pieces that can be used by many professions, I will focus on creating a product that meets the needs of Veterinarians in particular. My target consumer might be interested in a product that repels fur, has a designated treat pocket, maybe has patches of reinforced fabric in high-risk biting or scratching areas for when dealing with aggressive animals.
Market Surveys
I had the wonderful opportunity to interview people in the medical field who wear scrubs. Among them were a Vet Tech, a nursing student in her third year of pre-med, a Pharmacist, and Veterinarian. Their answers provided me with incredibly valuable information that helped guide my designs into a more unique and personalized line. From their answers, I have decided that my line will:
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Focus on good fit and comfort.
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Include sweaters and Jackets.
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Consist of solid Colors.
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Feature stylish but useful pockets.
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Resist wear and tear at the joints.
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Refrain from being too gimmicky- no ruffles or glow in the dark details, it would distract the animals too much.
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Offer protection from scratches and bites.
“Is it possible to have a scrub that is a sweater?”
“The arms and neck and chest area are the places that are most vulnerable [from scratches and bites], something a little thicker on the lower arms or belly area would work for [protection]”
“I'd love to see a more feminine design. I think sometimes the scrubs seem so tight because they are unisex and don't match a woman's natural curves.”
Designs
For my line, I decided to use light, vivid colors to promote the feeling of approachability and warmth, which is something I believe my target customer wants to project while at work. In terms of fabric, from my research I learned that microfiber is a good fabric for repelling fur. A micro/poly/spandex blend offers the user a light weight-feel and flexibility, which is something that scrub-users yearn for. It is especially soft to the touch, and is a great material for sweaters, which my collection incorporates heavily. Heavy weight and medium weight Ponte fabric will offer more protection in high-risk areas from scratches and bites from fearful or aggressive animals. This fabric can be doubled or quilted to further its purpose.
Fabric Story
Micro/Poly/Spandex
95% Poly
5% Spandex
Light Weight
Ponte de Roma
75%Polyester
21% Rayon
4% Spandex
Heavy Weight
Flats
1.On-the-Go Utility Jacket
2.On-the-Go Utility Cargo Pants
3.All-Day Comfort Sweater
4.Pocket Belt Scratch-Resistant Sweater
5.Color-Block Performance Pants
6.Color-Block Performance Jacket
7.Tulip Side-Zipper Jogger
8.Side-Zipper Scratch-Resistant Sweater
9.Utility Leggings
Illustration
Vet’s Best Friend is a scrub line dedicated to Veterinarians and other professionals working with animals. It features high performance knit fabrics that repel fur and protect important areas from bites and scratches. Each piece focuses on warmth and comfort that lasts the whole day. Our line can be personalized to each person’s taste with embroidery to add fun and style at the work place.
Cost Sheets
Market Viability
According to the Market Research Statistics published by the American Veterinary Medical Association (AVMA):
•26,000 Veterinary Clinics in the United States
•Private Clinical Practice
•71,393
•41.6% male
•58.4% Female
•Public and Corporate Employment
•117,735
•44.3% Male
•55.7% Female
Data USA tells us that the Average age for Veterinarians is 44.1
189,128 Total Veterinarians in the US
This number increases to over 300,000 when taking into account other professions such as Vet Techs and Animals Trainers.
According to the Bureau of Labor Statistics, Employment of veterinarians is projected to grow 19% from 2016 to 2026
much faster than the average for all occupations
Based on this information, I hope to take 10% of the Scrubs Market for Veterinarians within 5 years.