IDENTIFY THE BRAND IN THE MARKET Unconventional SPORTMAX BALENCIAGA ISABEL MARANT PHILOSOPHY
STELLA MCCARTNEY PRADA
MARC JACOBS
Casual
Exclusivity
MAJE
CELINE
MICHAEL KORS
CHLOÉ MAX MARA
LANVIN
RED VALENTINO
Classic
CAPSULE COLLECTION SPRING SUMMER “#MOREFREELAX” By Belen Gomez
OUR MAIN TARGET The american european target woman is an independent person, that works to keep itself. She can also carry a family, keep the house and at the same time being creative and innovative with her looks. She is never afraid of trying new things, but keeping at the same time the classic lines that will assure them the success of her look
WOMAN
AGE (Aprox. 25- 60) COSMOPOLITA HIGH SOCIOECONOMIC LEVEL WORKING WOMAN STYLISH TAKES CARE ABOUT HER IMAGE CAN OR NOT HAVING A FAMILY LOVES
The asian target woman is more a fashionable trendy woman. She can be younger than the european.There lines are naive and soft but at the same time she combines her look with some shocking accesories or elements that provide her a new and particular armony. In this sense, SPORTMAX fits perfectly to that target. Classic and volumetric but unconventional.
PROPOSAL KEY ASPECTS #1 FOR THE CAPSULE COLLECTION
[1]Keeping the CONCEPT
PULLED TUCKED TWISTED [2]Materials
Jute, canvas and new crisp jersey raffia [3]Pattern
MACROPICNIC CHECKS
KEY ASPECTS #2 FOR THE CAPSULE COLLECTION
BLACK ORANGE WHITE/CREAM
[4]Colours
[5]Style and lines WAIST line emphasized Cropped JACKET Underknee DRESS Oversize POCKETS Strong ELBOWS
ROUND-necked Volatile
STRUCTURE OF THE CAPSULE COLLECTION “#MOREFREELAX” From all this analysis I will propose a collection of 12 pieces that come from the orignal collection but try to create more contrast encouraging combinations of picnic checks, jute material and orange, black and cream, as an example. I bet for tops and low parts cause let the woman be more free in her combinations. I took1 bag and 2 pair of shoes as the two item of art masterpieces, trying to emphasize the idea of unconventional the microcapsule collection have these 3 elements that would come form the same but will be evolved to something more abstract till the point of becoming the dark object of desire RECTANGULAR
STACKED SOLE
STACKED SOLE
3wheremasterpieces the pulled, tucked and twisted are the main characters with the materials and the picnic texture of the main collection
TOP (SLEEVELESS) ASYMMETRIC ROUND-NECKED ORANGE OR COMPLEMENTARY WAIST LINE SHORT
TOP (STRAPLESS) ASYMMETRIC HALTER NECK PICNIC PATTERN WAIST LINE LONG
JACKET LONGSLEEVE ASYMMETRIC NECKLESS + BIG POCKETS BLACK WAIST LINE SHORT
SHIRT SHORTSLEEVE ASYMMETRIC HALTER NECK ORANGE OR COMPLEMENTARY WAIST LINE LONG
SHIRT LONGSLEEVE ASYMMETRIC ROUND-NECKED PICNIC PATTERN WAIST LINE SHORT
COULOTTES (LONG ALMOST ANKLE) HALTER NECK PICNIC PATTERN WAIST LINE
SKIRT ASYMMETRIC BLACK/BEIGE WAIST LINE TILL KNEE
DRESS (STRAPLESS) ASYMMETRIC ROUND-NECKED PICNIC PATTERN WAIST LINE TILL KNEE
COULOTTES (LONG ALMOST KNEE) ASYMMETRIC BLACK/BEIGE BIG POCKETS WAIST LINE
9thatpieces of clothing are born from the main collection of SPORTMAX using the same lines, as it is possible to see in the tags, the idea it is to
increase the number of possibilities of combination, by stablishingg 2 modification to the main collection. Adding 1 new colour complementary of orange: one type of bluemarine, and it encourages the idea of relax. Increasing the amount of combination. Dress is the main item from the original collection, instead of took tops, coulottes and skirts to create more free combination. Thinking in our target independent and contemporany woman
BLOGGER IMAGE WOMAN TARGET