INTRODUCTION

Rewinding back to my 360 campaign, I designated Charles Jeffrey as one of my final collaborators and I feel he is still a strong contender compared to the designers I have analysed in my recent books. Since allocating myself a new gap in the market in the previous volume (due to alleviating Jil Sander and Mateo Velasquez) I must now certify that Charles and his brand will simultaneously bridge this gap and prove a substantial fit. It is integral for me to promote a collaboration which is highly underpinned and strong natured, despite being fictitious. I aspire for it to produce a narrative reputable and reflective of industry standards, therefore, by engaging in such thorough research, I believe I have the capabilities to achieve this.

The following concept book will solely focus on Charles Jeffrey LOVERBOY, extending the knowledge I already acquire from the 360 campaign by critically analysing the brand, its fundamentals and how it has evolved, whilst considering my target market, consumer, and missing gap. Methodologies, including the 10x10 theory, will support my findings and amplify my knowledge of the main themes of Charles Jeffrey and LOVERBOY. It is imperative that I have a significant understanding of the brands I am taking forward and that they align in pushing me as a creative.