For my current outerwear project, I’ve been doing research on the theme, color story, print designs,market research, consumers, retail, competitors, silhouette, fabrication and finishings. The given idea we have received from the design brief was to explore the collision of constructed lifestyles with inherited culture for modern living.
I started off by doing some market research, researching consumer behavior as well as existing competitors within the current outerwear/sportswear market. The target customer is a 30-60 year old successful individual with a disposable income and willing to pay more for high quality luxury products. As an active individual, he/she likes to pursue hobbies such as biking, yoga, climbing and surfing. To keep up with the active lifestyle, he/she is health conscious and would prefer to eat organic/fresh foods. Despite living in a metropolitan city, he/she is a nature lover at heart and would be willing to pay more for eco friendly products with a low carbon footprint. He/she is interested in products that are functional yet aesthetically pleasing. Despite wanting to look presentable, he/she wants to stand out from the crowd yet not associate themselves as a high class fashionista.
I want to design a Spring/Summer collection and created a color story using bright and light pastel colors. Theme wise, I looked into this concept of “Urban City Jungle”, drawing inspiration from tropical rainforests and their environment. Researching climates in various regions gave me the idea to design a rain proof garment. In terms of fabrication, I need to consider that the fabric needs to be water/windproof. Ive looked into coated nylon, PVC,and the possibility of bonding fabrics together. Creating my own print onto the fabric is something I would like to include. Below are images of pages from my sketchbook, were I have recorded my ideas and created some moodboards.
Theme, color and print research:
Market research (Consumers/Competitors):