Let's continue where we left off.
We decided the design concept, the price, and the details of every product.
One of our challenges was
（4）Not to use Velcro
Use of Velcro tapes makes a product looking a bit cheap in a way.
As a matter of the fact, it is rarely used on pricy leather products.
Even though it reduce the production cost, we needed some substitutions for it.
we thought about attaching hooks or buttons, but these options take big space and a bulge will appear.
Then, we figured that magnet must be the solution and made samples.
However, it does not hold the flap as Velcro does.
So, we sewed in metal plate between leather frame for screen to make the form stable.
We adjusted the size for better hold and smooth insertion of iPod/iPhone thinking extension of leather after use, positioning of plate and magnets, where to make crease for frap, etc.
For smooth and gentle opening and closing of Flip Style for iPhone, small magnets are set at the corner of a flap.
（5）To create a series as a Simplism brand, not a one-time product.
Our goal was to make a series of products that share same taste throughout the collection.
To achieve it, we gathered a large number of samples and defined the lifestyles of various users and selected the types of cases that are most convenient.
Common color variation was also carefully selected for all styles.
Deep Red- beautiful red for both men and women.
Snow White- for casual style
Camel- great color even after long use with its vintage taste
Chocolate Black- Black with a tint of brown for not too hard image
Left: Chocolate Black, Right: Black
Well, tell us which one is your favorite.
We went with Chocolate Black, as it was really popular among female staff.
This color has stylish feel that is not too masculine or mechanical, but fashionable.
Packaging is also important part of creation.
As we selected nice touch leather, we also wanted packages to be feeling good, too.
The package is embossed like a name brand package.
（6）To exhibit samples at MacWorld 2009
Leather case is more popular in overseas such as North America, while silicone and plastic ones are sold more in Japan.
So, the leather collection is most important line up for us to be advanced to overseas with Simplism brand.
By exhibiting it at Macworld Conference & Expo 2009, we needed to get comments and feedbacks from visitors including potential users.
Factory staff worked over the nights to finish up making samples. And we finally brought them to San Francisco.
At the exhibition, so many people visited our booth and asked us when and where they could purchase the line.
Staff from Apple USA also visited us, and they liked it so much. They gave us some useful advice for improvement on details.
After the great opportunity we still worked on more based on feed back we got at the exhibition.
Simplism Leather Collection is a lot different from existing ones.
If you get a chance to take a look, please check our ideas put into the products.
