Introduction

1.

Introduction

The rise of AI (Artificial Intelligence) has been the inspiration for this range project. Asked to consider a pop up store which will feature as the backdrop for my range, I began to consider how to cultivate a retail environment in which to highlight the way in which technology has negatively affected the retail industry and the times in which we live. My pop-up store will focus on re-humanising retail as an interactive and social space. My range will also be inspired by this issue, with A/W-ready garments emblazoned with slogans. I have decided to collaborate with Vetements, a luxury brand geared towards politically charged streetwear clothing.It is this retailer which I believe would champion this project, which I have called Vetements x humains.

In order to execute this range, this portfolio will explore the business opportunity at hand, as well as critically consider the range’s target consumer, its place within a competitive market segment, market level and sales forecasting in order to establish the commercial viability of the range for investment.

(Vetements Instagram, 2018)