Market Level

FINALISED MARKET LEVEL...

It was simple to delineate the luxury market as the level I will be aiming my 360 campaign towards. My work throughout university has highlighted multiple luxury designers and creatives, all of which have sparked my interest and built the foundations to where I am sitting right now. The luxury market is a part of the industry I aspire to work in, gravitating my way up from the position I am currently working at in the outside world. However, I feel the luxury market by itself can limit my creative margins, and for me to excel on this course, I believe discerning this market level through a conceptual lens will broaden my horizons and push my potential farther. I have the willingness to drive myself and improve my confidence through these modules so when approaching industry after university, I will have numerous career avenues I can venture down with a newfound bravery as a conclusion of this work. A study by a student in Hong Kong University, defined conceptual fashion as “fashion in finding yourself, in presenting the authentic nature of your internal and external self. Not reflection on the observation and evaluation of others, but instead personal sensation and enjoyment, and fashion as a medium to achieve this.” (S. Au, 2018). I entail for my work to hold a reflection of myself, a piece which can not be replicated by another. It will stand for my values as a creative and act as an expression for my past, turning it into something beautiful and memorable.

My research has detailed an emphasis for timeless designs and wardrobe staples which can transcend from year to year, mostly fabricated within the luxury sector which prides itself on high quality, craftsmanship, limited distribution, and durability. Data has revealed the luxury fashion segment in the UK is projected to grow by 3.00% annually from 2023-2027, with online purchasing seeing more custom than in-store (Statista, 2022). Supplementing a conceptual spin will embrace originality features and unique forms of expression which the upcoming cohort of Generation Alpha will appreciate and purchase into, thus allowing potential for this market sector to cultivate further.

Gender fluidity and androgynous design has been a common denominator within my work and findings. I like my outcomes to show representation and combine both menswear and womenswear in an inclusive approach. The brands I have conducted research on already, have designs which are of an androgynous style, adaptable for all individuals to feel comfortable in their garment choices. The art of androgyny allows a community to be as one, without labels and stereotypical behaviour. My brand has a non-conformist approach, therefore catering for this market sits perfectly alongside a conceptual market level which envelops selfexpression too.