Business Plan

This was one of the most interesting parts of the project, but it took a lot of work. A huge thanks to Uldis, who helped organize my chaos. For couple of months I worked around 16 hours per day. I found nighttime to be the best working time for me. I started at 8pm and finished work around noon, when I would go to bed. When I woke up, I’d go back to work. It was a wonderful time.

Because of the unique value of this project, I did a little market study in which I found out that the 13 biggest European countries import men’s underwear in a capacity of 533 million per year.  Clearly I understood that there is no need to be trivial. As the field of action I chose all of Europe and Russia. I made a detailed sales and production plan for next 5 years, which would lead to stable production and a sales capacity of 300 thousand units per year. It was interesting that the second year of working would only occupy 0.28% of the total import market and the company would already have worked to a profit. I created a two-year action plan for myself and all the necessary 78 work candidates. I was convinced that a 1.5 million euro investment, combined with easily attainable materials, would bring an investment return of 29%. Not to mention the projected earnings, because I looked at those from a really pessimistic point of view. I thought that with this product, everything is possible. It turned out to be the opposite; people are not ready to risk such large sums or to take part in these kinds of projects.

I tried to find ways to realize this project and to raise the necessary funds. I cooperated with various financial advisors, all of whom needed a real indication of the consumer market—which is absolutely correct—but in this case, the life cycle of this product cannot be more than 5 years. That meant that everything had to be done very quickly. The plan of development foresaw that on the second year it would be possible to design a full collection of clothing, which would make the company into limited company. From any point of view, if the income would not recover 100% of the contributed capital with briefs, it could be easily done by issuing shares on the stock exchange and with putting out a full line of clothing, where the suits come along with paintings, sweaters come along with caricature, etc. Basically the briefs were only the beginning, and were a tool to make sales channel. They also worked to get fast publicity and were an element for developing marketing connections.

The basic idea of the communication plan was to produce an added value in Moscow, Berlin, Riga; in other words, the transmission of a virtual environment as well as the promotional activities to all countries. Mostly, my intent was to make 3 art centers. In one of the rooms at these centers we would paint the fabric, while in the other room we would create that added value for other products. Everything was thought of through to the very littlest thing, starting the necessary tools and ending with the necessary people. In my mind and elsewhere, everything seemed so real, but I had no money for anything.

This entire plan, no matter how ambitious it might be, was only a small part of the opportunities that would open up in the future. Looking from any point of view, this idea can be an alternative to satisfying the demand for fashion products, and somehow even create a new style of fashion, which would combine the design with other art forms. Somehow it would let us produce consumer products, but also make them absolutely unique and unforgettable. In its own way this idea is revolutionary.

I had no money: interests without money are many, but it is impossible to evolve without resources. Only capital can raise capital – the law of market. I was never focused on profit, but I always thought of profit as the thing that would be needed for the shareholder. I had to look for other routes.

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Marketing communications proposal for underwear producers

Since all funding attraction had reached a dead end I made a proposal to the biggest men’s underwear producer in Latvia “Vaide”. I propose to use this product as a tool of communication in marketing to enter other markets. “Vaide” cannot be considered as world-class producer, but it is the only serious producer in Latvia. I arranged a meeting with its management.

In order to enter foreign market circulation, every manufacturer interested in foreign markets should hold clear-cut preferences for using this product as a limited particle included in one’s collection. In comparison with other goods produced by the same manufacturer, this product would raise an unbelievable opportunities for publicity and public discussion. Meanwhile, fabric painting might be included in programs of various art projects in different countries. Besides, in order to provide a virtual access to the process of painting, rooms with shop windows facing street might be rented in various capitals.Homosexual males were considered as an alternative audience who would receive the  fabric painted by men exclusively, which in turn would definitely rise an additional publicity. However, both the owner of the enterprise and marketing manager were unable to appreciate the potential of this product, for their production politics is based on low cost strategy and their export largely is focused on Russian market. Even though I offered them to use my idea for free permitting me to work and participate in the process of production, they did not consider it to be topical for them. Instead, they prefer production of new and cheap clothing intended for already loaded market competing with China controlling the low cost politics. I wonder, just how ambitious is the management of a company to choose the market sector already controlled by China.

I had to consider other options, for there was no financial opportunity for me to communicate with large-scale European enterprises.

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Transforming to

Eventually, the only though running around my head was how I could finish this project and record the experience of it. It was absolutely clear, however, that it was necessary to create something completely unique; something that did not already exist, and only make one. Thus I clutched to this radical thought process and understood that I had to look at this project as as work of art.

The thought that I would be able to share this product with great masses lead me to the thought that I had to find some person on the planet who could understand and support this project. So, I decided to divide the remaining fabric from the painting into 12 briefs and try to give, together with the painting, those briefs to some person who could think like me in exchange for financial support.

I fabricated 12 large-size briefs, and housed them in an oak box, together with 102 photo cards, which testify of the briefs’ authenticity and offer aesthetic pleasure. The remaining fabric became a cover for the frame, creating a painting 170CM x 135CM (67in x 53in). I also created a web page for this project (, on which the future owner of the underpants will be able to obtain high-quality digital photographs in any situation.

For now, this work in it’s entirety can be classified as a contemporary work or art, or at very least as 12 very special pairs of briefs.

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Filming the advertisement

This was a very interesting and captivating event in and of itself. It offered an opportunity to see what technical know-how and equipment is necessary for quality filming and the scenography. In this case, the event allowed one to feel like a management force, able to create advertisements at a global level. After this event, I clearly understood what would be needed to be more productive: money.

The idea for it all was very simple: create two video clips. One would be based on my idea for what needed to be made, and the other would be based not only on my idea, but also on the principles of my realization.

I was the producer of the evening. But mostly I only produced one part; the other part was given to Uģis. He mostly got everything – lights and their controls, cameras. But mostly it all ended with things I could do myself, because the whole event was based on self motivation which doesn’t always give you the right results. The budget of the event was around 100 Euro, which was spent on food and soft drinks. Ideally, we needed a little bit more financial resources, because self initiative runs out really fast. Especially if it takes time to realize it.

Thanks everyone who gave their support to the creation of this material: Uģis, Valts, Kaspars, Līga, Ieva and her friends, Ronis.

LINK TO 12BriefsAndPainting VIDEO.

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