221b A menswear collection autumn/winter 14/15 by: Henriette Jensen
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Concept Photo Muse Photo Role models Marketing Tryouts Photo Styling Photo Lineup Illustrations T-shirts Shirts Sweaters Vests Trousers Jackets & coats Suits Line 2 flats Accessories Thanks to..
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Moodboard Colors Target group Competitors Photo Label & hang tags 3D tryouts Styling Photo Lineup Silhouettes T-shirts Shirts Sweaters Vests Trousers Jackets & coats Suits Blazers Accessories Photo
Concept
MY CONCEPT IS TO BRING THE CLASSICAL INTO THE FUTURE. I WANT TO TAKE SHERLOCK HOLMES AND THE STYLE OF THE 50’S INTO THE FUTURE AND MIX THE TWO. THE OLD FASHIONEN LOOK IS SUCH A CLASSIC AND USES CLASSICAL FABRICS. I WANT TO TAKE THE SHAPES FROM THAT TIME BUT USE TEXTURED FABRICS AND FOLDING TECHNIQUES THAT MAKE IT NEW AND INNOVATIVE.
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ODBOARD O M
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C O L O R S
Pantone
Pantone
17-1501 TPX
11-0601 TPX
19-1627 TPX
Pantone
Pantone
Pantone
19-5917 TPX
19-4013 TPX
19-0303 TPX
Pantone
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My muse is Sherlock Holmes. He is the kind of person I would want in my store. A man who is concerned with what he’s wearing for different occasions. He has an eye for details and the ability to read people. He is the perfect client. I want to make detailed and interesting clothes for people that are looking for something more than just garments to cover them up, people wishing to make a statement and show off their personality.
M u s e My second muse is Nick Wooster. He is a fashion icon and a street style guru. He is the man I would love to dress. He has a classy but edgy style, and can wear everything and still pull it off. I think my most untraditionale pieces could fit on him. I think he could wear it and make it to his own.
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My target customer is 25 and up, and has a strong sense of what he likes. He is a loyal customer who comes to the store looking for quality and something that truly adds to his wardrobe. I supply his wardrobe with fun and non-casual suits, so he can mix it up with his more basic suit collection. He also likes to be a little dandy with his looks and would gladly use fabrics such as velvet and brocade patterns, as a way to portray his personality.
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MPE O C
TITOR
Norwegian Rain is one of my competitors. they are a fairly new brand, and have a good design esthetic. They use a lot of dark colors, but also play with some popping colors. They, as i, use very little print in their collection; only a little in the lining. They have a variety of technical materials and interesting details, and have mastered the sense of flow in their collection... carefully considering each of the different materials they use.
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Zenga is another competitor for my brand. They make classic suits, but they make them in a fresh and interesting way to reach a new and different target group. I can see my more traditional pieces hanging next to their suites in a store. They use new techniques, and the price level is high end.
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Role models
Valentino makes the traditional and classic become innovative and untraditional, while staying timeless and delicate. Their clothes are exciting in a new way. Compared to my collection, valentino most resembles my traditional fitting and tailored items.
Norwegian rain is also a role model. When compared, their innovative style and untraditional cuts fit perfectly with my collection. They are my other half in a way. They are pretty new in the market and have a long way to go to create a name. Still, they match my price level and my untraditional way of thinking and creating new clothes for men who are very aware and men who care about what they are wearing.
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My customers are exclusive. They drink coffee from comfortable chairs while browsing the newest collection from the lounge. Downstairs, they buy this seasons´collection. My customers are one-in-a-million. They are regulars, who find themselves in a community, not a store where everyone else goes. They spend time there, and love it! The store has hardwood floors, keeping a dark wood concept through the whole store. The wrapping paper, gift boxes and gift cards are made out of brown paper. There is a lot of glass in the store as well. Including the walls, drawers and the checkout; where ties, bowties and cufflinks lie for storage and to be seen. I´m going yo get marketing trough the men I start to dress up. With their tailored suits, the word will pread and mor customers will come.
Enjoying a cup of of coffee while looking around and waiting for help is the least I can offer my clients. Real coffee and real clothes are the perfect combination.
I want to give the customers the opportunity to write their own customized cards when they buy a gift for someone.
I want the customers to feel at home in my store, so having a seating area where they can browse the newest collection is a must.
As a cashiers desk I want to use an old pharmacy counter.
I want the interior to be in dark tones. And to give a masculine expression.
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Label & hangtags
221b BAG
LOGO
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NAME LABEL
HANG TAG
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R Y o u t s
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T RY 3D outs
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Y L I N G T S Inspiration
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U E O T H TE S L I S
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I L L U S T R A T
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T-shirts
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Shirts
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Sweaters
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Vests
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Trousers
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Jackets & coats
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Suits
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Blazers
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Line 2
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Accessories
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A N K H T you
I wish to give extra thanks to: Kristoffer Drivdal SkjĂŚringrud - Photographer Anne-Kathrine Amundsen - Hatter Benedicte Jensen - Graphic Design
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