Executive summary

My proposal is to make a collaboration between Louis Vuitton and strawberry shortcake. I have decided that this would be a good combination as it is obvious that louis Vuitton hasn’t done a collaboration with a toy before. My aim is to create a collection of items that will encourage the brand to branch out from mainly women and men and target a much younger audience. Although, the collection will be aimed at younger people it would mostly need to be targeted at the parents to encourage them to buy the items. I believe that this collaboration would be a good idea because it would fill the gap in the market, between exclusivity and affordability. I want to make it affordable by using as little fabric as necessary as the items would be smaller. Louis Vuitton is known for using all the scraps of fabric, that is why on one side of the bags the print is upside down. I think that the age range will make it more exclusive as it is focusing on the younger generation which is something louis Vuitton hasn’t done before. This collection will be aimed at mainly girls between the ages of 5-10 as strawberry shortcake is considered a girl’s toy. I’ve decided to do this age range because LV hasn’t done a child/toddler range before. I also want to do the 2003 version of strawberry shortcake as it was what I grew up with and it’s the one I know the most about. However, I would still need to do some research into the toy; what it looks like, other possible characters and so on. I would also like to research into Louis Vuitton and see what products they have already made and with who, by doing this it will enable me to see what I can do to add to what they are missing. I want to keep the prices as low as I can, with the exception of a few items which would be slightly pricier. I am thinking of keeping it between £50- £200 although it may change over time. The way that I may decide to make this and how much detail I add may change the price range at the end. At the end, I would like to have a full collection including clothes and accessories (most likely bags) I aim to do this by creating many designs and playing around with the placement of different features. My main goal is to maintain the Louis Vuitton essence and make it obvious that it is an LV collection however with the twist of strawberry shortcake.