Hh_ by Abigail Chen

H. BY ABIGAIL H. CHEN 2014

2014 / CONCEOT COLLECTION BY ABIGAIL H. CHEN BIRMINGHAM CITY UNIVERSITY

CATALOGUE

ABOUT ABIGAIL H. CHEN BRAND PHILOSOPHY BRAND CONCEPT MOODBOARD/INSPIRATION (Nude) #1-#5 INTRO TARGET CUSTOMER EXPECTATION COMPETITORS

ABIGAIL H. CHEN

A 22-year old girl who come from the centre of Taiwan, Studying in Birmingham City University MA fashion promotion. Passion about fashion since a little girl, adored creative and beautiful things. Inspired by the world’s most famous designer Coco Chanel, Adored monochromatic colour and simplicity style. The most common thing that Abigail and Coco Chanel is, They are both born under the label of LEO, Sharing same characters like boyish and Rebellious. Through this brand, Abigail wants to let the word see the essence of fashion. It is pure and simple.

PEOPLE DON'T WANT FASHION, THEY NEED FASHION.

--ABIGAIL H. CHEN

The name of the brand H. is from Designer Abigail H. Chen’s Chinese Initials. Abigail love her Chinese name very much due to it sounds like a boy’s name in Chinese, which is perfectly fit her boyish character. Inspired by Coco Chanel, Abigail adored black and white very much, In her opinion, black and white is the essence of colour as well as fashion. Therefore, Abigail adopted different level of black, white, gray and nude colour in to her first concept collection Nude. She uses tweed, woolen and chiffon with sharp and neat cut in Nude collection, Abigail wants to present an elegant and simple style for ladies. Nude collection makes ladies feel elegant but comfortable, as one is NUDE.

BRAND PHLOSOPHY

BRAND CONCEPT

provide ladies clean,elegant and comfortable

style. With essence colours such as black, white, gray and nude, and with simple cut, people can easily see origin beauty of women.

H, use high quality tweed, woolen make this collection more classic and elegant, with chiffon,

making this collection pure and flowing as one is nude.

The entire collection is fit, but comfortable. Ladies can wear in daily life. H, provide small size for slender women (Especially Asia women).

We emphasize the basic texture; let the world learn what is called the essence beauty of women.

MOODBOARD/BRAND INSPIRERATION

H. NUDE COLLECTION #1

＃1

Short oversize chop tweed top with V-‐neck, no neat seam with two-‐sleeve opening and hem as well. Nine points white trousers (Middle Waist Fitted Small Leg). Dimgray felt hat and darkslategray oxford shoes. This set of style show the boyish side of women, Oversize Chop tweed top make women looks chic and Energetic, It can show both feminize waistline But at the same time it still very comfortable and stylish. The Nine points white trousers with Middle Waist Fitted Small Leg makes women looks tall and slim. When one wears it, they can move freely without limitation.

DimGray Felt Hat

Gray Tweed

Darkslategray Oxford Shoes

＃2

Dimgray tweed one-‐piece waisted dress with puff sleeves. One-‐piece dress is the most comfortable, and very elegant dress. Easy to wear and fit all types of women. It’s youth but elegant at the same time. With puff sleeves, it can cover up your arms, make you looks slim and beautiful. Dimgray tweed looks good on everyone, it is clean and elegant. This dress is the best choose for your daily wardrobes. With black ankle boots, it gives you a strong personality. It simple but not boring at all.

H. NUDE COLLECTION #2

Dimgray tweed

B lack ankle boots

Lace

Chiffon/white

Lace

Trousers/Tweed pattern

Black ankle boots

H. NUDE COLLECTION #3

#3 Chiffon top with lace on both neck and sleeves. Trouser with tweed pattern. Black ankle boots. Chiffon and lace is a perfect match with each other, And also is a perfect match for women. It gives women a romantic look and makes women flow and elegant as well. With tweed pattern trouser, it gives women more personality, not just beautiful. Black ankle boots make this set more than feminize but boyish. Best dating outfits for you.

Turtle neck

Woolen/dark blue/white/orange

Leather pants

Black ankle boots

H. NUDE COLLECTION #4

White chop turtle neck top.

Woolen coat.

Black leather trouser.

Black ankle shoes.

Woolen coat, which is the most indispensable

outfit one just can’t miss it.

Match with leather trouser, this set provide

women style different then previous three pieces,

this one is chic, stylish and cool.

You can wear it wherever you want to go.

One must have it.

H. NUDE COLLECTION #5

#5 On-‐piece dress with nude heels. Inspired by Chanel’s 2104 ready-‐to wear Clear cut with clear colour A shape skirt loos sharp and simple. Monochromatic color let people can notice you at the first sight. Elegant but youth.

TARGET CUSTOMER

Ladies from 20~30 are our target customer. We want to provide style, which is elegant but not old, Easy to wear for daily life. Furthermore, Asians is or target customer due to all those biggest label known by the world are actually not designed exactly for Asians. It is always oversize and not suit for Asians at all. Therefore, we design clothes based on Asians body line, which will suit Asian perfectly well, at the same time the quality and style will not lower then those brand big luxury brand. The price is around mid-‐high to high price depend on different design and fabric. Clean, pure and elegant is always the main element for H.

EXPECTATION

Due to designer Abigail H. Chen was born in Taiwan, She always wants to bring high quality clothes back to Taiwan. In her opinion, everything should start from where she begins. Therefore, Abigail design clothes for Asians based on her favorite designer’s concept. Having great expectation that her collection can be seeing by people and be loved by them as well. Hopefully one day the world can also see Taiwan and Taiwanese talented.

COMPETITORS Due to online shop become popular than before: Therefore, I would love to start my shop online. However, they’re already have some successful online shop Which share similar style with my band, such as PAZZO and LOVEFEE. Both of these brands are MIT and have similar brand concept and outfit. But the price will be different between these two brands and H. PAZZO and LOVFEE go for lower price, on the contrary, We want to provide best MIT outfits; therefore, the price of out collection will from middle to high. Moreover, their target customer is teenage girl but H. want to provide elegant clothes for ladies from 20~30. Either PAZZO or LOVFEE, they tend to use colorful textiles in their collection, But H. only use mono color and nude color in our collection, which is elegant and clean. Competitors are good for a brand, because it will make one become stronger and better.

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