Concept idea 2

We're not just creating garments, we're creating people that customers will aspire to be. Playing with the idea of identity.


Taking inspiration from French Connections campaign (click images to see the video):

The collection is feeling confused, French Connection

The collection is feeling confused, French Connection



Concept idea 2 name: Lost in Angeles

'Take a road trip through our collection. Find yourself. Wear the look of one of our frivolous characters and live your own American dream'

The title of our collection comes from Los Angeles, the main inspiration for our collection, taking on the image of the darker side of LA youth culture.

Replacing Los with Lost evokes the image of lack of responsibility and a care free lifestyle and furthermore the idea of taking a road trip- as our collection aims to form holiday looks.

Our muse is Lana Del Rey as she is currently storming the charts with her controversial, edgy, Americana image and therefore influencing our target customer of 19 to 24 year olds.

USP:

We're not just creating garments; we're creating people that our customers will aspire to be. This is inspired by the original concept of the ASOS brand, As Seen On Screen, where the consumer could adopt the image of an aspirational celebrity. We our producing our own icons.

Our collection is based on four main characters, allowing customers to buy into the brand concept and interact with the lifestyles portrayed through the garments and looks. Buying a complete outfit provides an easy shopping experience where buying a whole look entitles the customer to a discount, making it cheaper to buy the look rather than the individual items, encouraging a higher UPT.

Micro/Macro trends:

Cinematic trend

Opening of Las Vegas’ ‘Neon Museum’

Paris Vogue editorial

Inspiration from Hollywood and Americana big screen: The Artist, The Great Gatsby, Captain America

Amer, an inspiration for SS12 fashion, is the latest release in a recent revival of the Italian giallo genre (popular in the 1960s and 1970s). Giallo films are operatic, dream-like, colour-infused works of suspense, violence, sexuality and fashion.

A twist on the 50s Vintage Americana trend ensures that it will be current for spring summer whilst maintaining a unique style.

Our customer:

Price points will be low, reflecting our customer research, and have entry prices of around £15 and ceiling prices of £50 for outerwear.

Our target customer is a student looking for fast, fashionable, unique pieces at a low price points. In May she will be looking to buy casual garments suitable for her summer vacation that she can mix and match to create multiple looks.