INFLUENCES CONSUMER

As mentioned, Vivienne Westwood has a clear influence on Charles Jeffrey’s non-conformist approach through fashion, as well as the conceptual use of shape, proportions, and eccentricity from British Fashion Designer Gareth Pugh.

Factors including history, music, club, and Scottish ancestry are keen inspirations I have delineated in his narratives too. “LOVERBOY’s visual identity is steeped in Jeffrey’s autobiographical primary research” (LFW, n.d) detailing how Jeffrey aims to re-contextualise past periods in a contemporary spin. This is evident from his recent AW23 collection containing a modern-day elucidation of ‘The Slab Boys’, which I believe staples a personal perception towards capitalism/classes too.

Charles Jeffrey has currently been looking closer to the music industry and former influence in The Horrors, to collaborate with band star Tom Furse.

The LOVERBOY consumer is of no denial, any individual who wants to find an escapism and loves to be expressive through colour, patterning, and art. In his runways, Charles Jeffrey acquires androgynous models, insinuating his work doesn’t require a gender. As the fashion domain is increasingly becoming more inclusive, this style suits a younger, Gen Z/Alpha audience who have little perturbance with gender-assigned ranges.

LOVERBOY is a luxury brand stocked in e-tailers like Dover Street Market, Farfetch, and Matches.com, therefore accommodates to a customer with disposable income, and likes to invest in unique products. Charles Jeffrey has announced his aspirations to make LOVERBOY more sustainable in their processes and has been engaging in ‘conscious practice’, this will suit a consumer wanting transparency from luxury brands.

LOVERBOY is massively popular in South Korea and Japan, where the garments embody a more streetwear style. Charles Jeffrey admitted how the Japanese card game, Pokémon, inspired his notions for characters and illustration, which insinuates as to why this market avidly loves his brand too!

• An emerging designer, therefore has an abudance of youthfulness, fresh ideas and knowledgability of what younger generations expect from brands

• A likeable person who resonates with many young people’s emotional values

• Inclusive and community spirited

• Popular amongst many markets across the globe, including Seoul and Japan

• Had many successful collaborations

• Becoming more of a concious designer

W• Typically known as ‘the Glaswegian club kid designer’- he is more than that and I would love to portray his theatrical and storytelling essences as these are strong attributes to his name

• Isn’t as well known in the luxury marketstill making his own way in the industry/

O• Recently shown his collections in Milanmassive opportunity to broaden his audience and brand acknowledment in this fashion capitol

• Continuously working alongside other brands and industries accentuates LOVERBOY further, attracting revenue and brand acknowledgment.

T• Brands like Matty Bovan are fairly similar to him with gender bending designs, therefore competition is expanding for LOVERBOY- meaning he will constantly need that WOW factor

• Charles Jeffrey is situated in London, where the newest designers are emerging with contemporary and forward thinking ideas (the likes of Central Saint Martins graduates, for example)