FMP Presentation: Miaou by mialilaa

MAIN PRESENATION

CONTENTS

Introduction

Concept

Brand History

Brand Analysis

Brand Identity

Consumer Analysis

The Miaou Muse

Customers Customer Profile Boards

SWOT Analysis

Marketing

Social Media Platforms

Competitor Analysis

Brand Positioning Map

Comp Shop

Sustainability Report

Supply Chain

Grunge Concept Board Overview to 90s Grunge

FW21 Fashion Trends

FW Miaou Collection

Range Plan

Collection Analysis

Critical Path

Final Evaluation

INTRODUCTION

LOS ANGELES, CALIFORNIA

BORN IN FRANCE AND INSPIRED BY THE SOUTHERN CALIFRONIA COASTLINE

SEASON-LESS

WOMENSWEAR

147K

INSTAGRAM FOLLOWERS

DEMOGRAPHIC AGES 18-35

BRAND CONCEPT BOARD

BRAND HISTORY Miaou is a designer label founded by Alexia Elkaim in 2016. The LA-based designer designs for herself, pulling from both her LA and Parisian upbringing. Miaou’s flared silhouettes, funky prints, and metal grommets looped with a dangling chain or rope belts keep things kitschy and light, a reminder that the act of getting dressed can and should be fun. What started off as a one-off pair of denim pants has grown into full-fledged company. Miaou is now a vintage-inspired, Los Angeles fashion label known for their ‘90s flair and universally-flattering fits’. The brand is all about confidence, sexy outfits and overall just the perfect feelgood fits.

Alexia Elkaim: Youtube.

BRAND ANALYSIS The overall look of the brand as evident is effortlessly clean, minimalistic and chic. In order to continue the aesthetic I will create pieces that are simple yet pushing the boundaries of what people can wear, making a collection where customers can feel confident in their bodies. Miaou produces a distinctive range of products from “demure mini dress, bustier-style blouses and corsets evoking the gamine aesthetic of mid-century French bombshells”. Miaou channels the casual glamour of a 90’s supermodel. With classic shapes and silhouettes, low rise, cropped and flared jeans, cowl neck slip dresses and baby doll dresses. On average Miaou’s price points range from $87-$225 which is around £61 - £159 for tops, dresses at $195 (£138), bottoms and sets range from $88 - $395 (£62- £279). Miaou would ideally fit as a middle to high-end brand.

BRAND IDENTITY Miaou has a very strong brand identity, with clear and distinct vision. The colour of their websites mainly black, white and blue and is consistent with their packaging and all over their social media too. They heavily promote feminism, confidence and the support of women. Miaou produce sustainable and biodegradable clothing making clothes with intention and integrity, therefore reducing the impact of fast fashion.

CONSUMER ANALYSIS My interpretation of a Miaou girl – A Miaou girl is particular selecting only what she knows and loves. She is aware of what shape, cut and colour is right for her. On average , the Miaou girl would be demographically classed as; aged 18 to 35, possibly 40, a well educated female who works in the city, with a creative job. Psychographic variables consist of her shopping habits, buying from high-street stores such as Zara, H&M and Monki as well as online brands House of Sunny, Oresund Iris and Lexxola. She likes to keep it simple yet bold nude tones and black ensembles as well as pastels, patterns and prints. She loves using Instagram, Pinterest and Snapchat, staying on top of the newest trends, some influencers the Miaou consumers would recognise include Iris Law, Devon Lee Carlson, Salem Mitchell, Justine Skye and Veneda Carter . Aspirational brands such Jacquemus, Alaia and KNWLS concede with the consumer..

THE MIAOU MUSE.... “Our customer is specific. She likes to make a statement, she’s an early adopter to trends, she a little sexy – and likes to be bold. She’s young, fashion forward, and she’s looking for the new brands. She’s trend-driven, and she saves up for the item. Miaou is more than just a brand, it’s a pure lifestyle that girls of all ages and continents, shapes and sizes can achieve”

Alexia Elkaim

“A Miaou girl has the boldness of an American girl, and the coquettishness of a French girl.” Alexia Elkaim

“The simple silhouettes, cheeky prints, and signature grommets have solidified the brand as a go to staple for it-girls on the go” i-D Magazine (2018)

“Miaou aesthetically channels the very DNA of stylish cities Paris, New York, or Los Angeles, it’s equally sexy and casual, with a slight touch of classic femininity” Paper Magazine (2019)

CUSTOMERS Miaou’s customers are all over the world, from the US to Australia to Europe. Miaou’s Instagram repost customers, influencers and celebrities on their stories as well individual posts, their tagged Instagram also shows customers. The brand has also been seen on celebrities Bella Hadid, Jordyn Woods, Cindy Kimberly, Justine Skye, Nicki Minaj and Rowan Blanchard.

MY CUSTOMERS Name: Jordan Age: 19 Occupation: Digital Creator Location: NYC Hobbies/ Interests: photography Her-go-to-outfits: baggy jeans with oversized graphics tees, as well baby tees, bralettes, tank tops, sneakers, mini and midi dresses, denim, tracksuits, jewelry and statement pieces. Favourite brands: Fenty Beauty, Kith, Nike, Yeezy, Stussy, Brandy Melville, IAMGIA, Levis, Lexxola

MY CUSTOMERS Name: Devon Age: 29 Occupation: Entrepreneur/ business owner Location: LA Hobbies/ Interests: going on walks with her dog, meeting up with friends, dinners with her friends or boyfriend, business meetings, shoots, chilling at home watching Netflix, going to events, running errands, going on holidays or work trips Her-go-to-outfits: thrifted pieces, clothes from small businesses and women designers, her essentials include sundresses, mesh tops, baby tees, low rise/ straight-leg jeans, cord-ord sets, casual wear, mini shoulder bags, doc martens and sneakers.

MY CUSTOMERS Name: Zoe Age: 23 Occupation: University Graduate and Graphic Designer Location: East Sussex, London Hobbies/ Interests: drawing Her-go-to-outfits: low rise pants ideally flared paired with baby tees or vintage tops, floral prints, midi and mini dresses and skirts, matching sets Style: summery, chic, sexy yet young Favourite brands: House of Sunny, Glossier, Verge girl, Peachy Den, Gimaguas as well as small businesses, second handed or Depop

S W O SWOT ANALYSIS

Strengths

Miaou’s strengths is definitely its high quality. The brand is fashion forward and does not mass produce which means all products are ethical and sustainable. Miaou combines contemporary and vintage fashion in their clothing giving them a unique selling point. Miaou also has a strong social media presence, they repost and use influencers and models to promote drops, celebrities being a major success for brand, it allows more exposure to new customers and a larger audience.

Weaknesses

For Miaou’s weaknesses, it’s main concern is being only an online retailer, this means there no physical store which takes away the customer experience. Some items are also very pricy but is because it is ethically imported however this reduces potential customers.

Opportunities

The main opportunity for Miaou would be to open a physical store ideally in a few location such as LA, London and possible in Europe being said Paris. This will invite more customers to the brand gaining a larger audience. Locations could possibly be feature in existing stores to avoid expensive rental places, for example, having a section in Selfridges, London. Miaou could also allow customers to make pre-orders, this can allow maximum capacity of orders without wasting or marking down garments.

T Threats

One of the main threats that Miaou could face is other competitors , as some of these brand are already well established , this makes it harder for Miaou. Another threat being designs being stolen from fast fashion companies such as Aliexpress and Amazon, with this designs are stolen from companies and sold for little to nothing, their products are not ethical and are mass produced which does against Miaou’s identify possibly giving them a bad reputation.

MARKETING INSTAGRAM

Instagram is Miaou’s main source of marketing, their social media strategies target more micro influencers with gifting. As their products are extremely visual, Instagram is a great way to promote the product and allow customers to express themselves showing off their new purchases. They often re-post customers and have built a huge following by creating a page where people get inspired.

PRESS

Miaou gets a lot of its exposure and recognition from articles and magazines for the press, ideally well known magazines such as Vogue, Harpers Bazar, W and ID. Alexia also did a YouTube video with the brand Revolve.

SOCIAL MEDIA PLATFORMS

Instagram is Miaou’s most frequently used social media, posting everyday announcing new drops, collections, restocks as well as reposting customers, influencers and celebrities in their clothes. Miaou also use their Instagram page as their only marketing strategy.

Pinterest is used as a way to showcase Miaou concepts behind their collection, each board showcases images that share the same aesthetic with the collection in a way to inspire customers

Miaou also use Spotify creating what they call a Miaou Mix. They have over 9 volumes so far, each playlist is personalized and created by models and staff at Miaou, previous playlists have been called Back to Reality Edition and Weekend Jams

Miaou used Depop to promote and drop their archives collection as well as vintage pieces

COMPETITOR ANALYSIS The aesthetic of Miaou’s competitive brands are very comparable, Miaou is loyal to its classic, clean essentials whilst Paloma Wool introduced edgy, colourful staples, while I.AM.GIA is a trend influenced brand using prints, flamboyant designs and cut outs to produce sets. One of Miaou’s main competitors are most definelty Oresund Iris and Musier Paper, both brands are similar to with their silhouettes and overall appearance and aesthetic. The quality expected from each brand is evidently high end being all said lifestyle brands this is important to gain a successful and loyal following. All competitors are online based, some occasionally opening pop up store events with selected stock in big cities such as London, New York or LA. The product stock list Miaou ranges from tops, bottoms, dresses, sets and accessories however Miaou is constantly creating new items.

BRAND POSITIONING MAP Miaou sits in between high end high street and a luxury standard. This sector is growing as the target audience are going away from fast fashion and looking for high quality garments that last longer and becoming more sustainably aware as well as ethical. Looking at the other competitors in the Miaou, the brand is not as well known as brands such as Jacquemus, Dior due to the fact that they haven’t necessary been around or popular for a long time, but at the current growth rate they will become more established within the UK more as well as worldwide.

COMP SHOP MIAOU

ELVIS PANT

Black, Olive, Sand 85% Tencel 15% Lycra XS-XL $125

PEACHY DEN

LUELLA TROUSERS Black, Stone, Navy, White 58% Cotton 40% Viscose 2% Elastane XS-L £115

GIMAGUAS

COMPORTA TROUSERS Brown & Pink 100% cotton XS-L £89

MIAOU

AZUL

One colour way 64% Viscose 28% Nylon 8% Spandex XS-XL $88

PEACHY DEN

STELLA

Candy Pink Lawn Green 95.00 50% Wool 50% Acrylic blend XS-L £95

GIMAGUAS

ÉTÉ

Blue/Yellow Orange/Purple 72% Viscose 28% Lycra

SUSTAINABILTY REPORT FABRICS

Ethical and sustainable sourcing of materials have been an important focus for Miaou. Miaou starts of by sourcing and designing locally first - supporting small and localized businesses within Los Angeles, by making many of their garments in Los Angeles it allows them to ensure that production teams working on the collections under ethical conditions, being paid fair wages, and with safe working conditions. If not found or the brand focuses on full collections, the brand will align with its partners and suppliers in China who meet their ethical standards , for example their Chinese partners use boats boat rather than air to transports the garments, in efforts to reduce their carbon footprint. Boating goods provides lower energy consumption and emissions of products harmful to the environment than land transport or air transport. Miaou also invests into sustainable fabrics. Their 3 core fabrics; denim, crepe, and mesh are either made of biodegradable fibres or are deadstock fabrics which is also source locally. Deadstock fabrics are leftover fabrics from other fashion companies that were never used and would otherwise go to a landfill. Miaou then repurpose this fabric and use it for their own. They do not mill any fabrics, and achieve custom prints by digitally printing which is said to reduces waste by at least 10% in both fabrics and ink.

WATER CONSUMPTION + PACKAGING Miaou is also very aware of water consumption and 90% of their production is launder-free. They try to eliminate this process whenever possible by sourcing dead-stock to help reduce the consumption of water and energy used, pushing for all of their products to help conserve energy and minimize the carbon footprint which helps control the level of toxicity or pollution to the environment. Miaou do not run any fabric on industrial power washes - which reduces hundreds of thousands of gallons of water and allows softener rins. All of Miaou products are also packaged in eco-poly bags and mailers packaging made from biodegradable materials. Their 100% Recycled Poly Mailers packaging is a step toward ending the use of environmentally-harmful materials.

MIAOU MESSAGE

We are constantly working toward reducing carbon footprint of our products while improving their value, and usage. By leveraging aspects such using non-toxic fabrics, reducing water wastage, and working toward creating a circular economies with our customers, we are able to maximize value through our products, while maintaining our commitment to protect the Earth. Miaou

SUPPLY CHAIN REPORT Miaou manufactures goods in multiple parts of the world, mostly Los Angeles and China. Their LA manufactures focus on smaller scale productions and limited quaintly runs, garments such as cotton ad or jersey, denim projects are manufactured in LA as this is more specialized. Miaou Chinese manufactures specialize on larger scales such as full collection productions, the factories are globally recognized and maintain good working conditions and ethics. Current Practices • Miaou emphasis communication on locally sourced • High set of standards and system of checks exist • Raw materials traceability critical for new materials, as well as deadstock materials Opportunities • Continue to build brand trust through case studies, photos, possible visits or video calls to the factories • Work towards shifting from locally sourced to discuss our standards, regardless of locations

GRUNGE MOODBOARD

GRUNGE GIRL CONCEPT BOARD

GRUNGE

In Seattle, the original punk-rock centre, the followers of homegrown bands like Pearl Jam and Soundgarden were part of the emerging ‘grunge’ music scene, and adopted a manner of dressing that screamed apathy and indifference to the very idea of fashion. The style was utilitarian, taking a cue from lumberjack attire: cargo pants, beanies, Dr Martens, plaid shirts. Clothing that populated the streets of the American Northwest but were a world away from haute couture runways. Outfits were crafted from eclectic sources - garage sales, Goodwill, or Granny’s closet - with a heavy use of layering that was wellreflected in Jacobs’ collection. Crop tops and cardigans were paired with thermals, blazers and flannel shirts - if not worn, tied loosely around the waist.

FW COLLECTION

TREND BOARD FW21

KNITWEAR

TREND BOARD FW21

A 90S DREAM GIRL

Product name

Colour & material

Store distribution grade

200

Black

LUNA SLIP

Olive

Order quantity

Mid Store, Grade 3

100

Sand

100

Ditsy Floral Purple

150

DREW SLIP

Cream 74% Cotton 22% Polyamide

Retail price

Cost price

Margin

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break:

$195

$48.75

70%

$145

$36.25

70%

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break: Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break:

64% Viscose 28% Nylon 8% Spandex

Black 74% Cotton 22 Polyamide

Size selection, Ratio and Size break

Mid Store, Grade 3

100

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break: Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break:

RANGE PLAN

Product CAD or image

Product name

Colour & material

GIA TOP

Black 95% Cotton 5% Lycra

Store distribution grade

GIA MINI SKIRT

Olive 95% Cotton 5% Lycra

Size selection, Ratio and Size break

Retail price

Cost price

Margin

200

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break:

$95

$23. 75

70%

200

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 1 2 Size 83, 167, 250, 250, 83, Break:

$125

£31. 25

70%

Mid Store, Grade 3

Olive 95% Cotton 5% Lycra Black 95% Cotton 5% Lycra

Order quantity

Mid Store, Grade 3

200

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3, 1, 1, Size 83, 167, 250, 250, 83, 83, 83 = 999 Break: Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3, 1, 1, Size 83, 167, 250, 250, 83, 83, 83 = 999 Break:

1 = 12

RANGE PLAN

Product CAD or image

Product name

MIDI SKIRT DITSY

MONI KNIT SKIRT

GIA SLIP SKIRT

Colour & material

Ditsy Purple Floral Polyester: 95% Spandex: 5%

80% Viscose 20% Linen

Black 95% Cotton 5% Lycra

Store distribution grade

Mid Store, Grade 3

Order quantity

150

200

Size selection, Ratio and Size break

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3 = 9 Size 83, 167, 250, 250, 83, 83, 83 = 999 Break:

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3=9 Size 83, 167, 250, 250, 83, 83, 83 = 999 Break:

Retail price

Cost price

Margi n

$145

$36. 25

70%

$195

$48. 75

70%

RANGE PLAN

Product CAD or image

Product name

Colour & material

Ditsy Floral Purple MINI TEE DITSY

64% Viscose 28% Nylon 8% Spandex

Ditsy Floral Purple BOOTY SHORTS - DITSY

MONI TURTLENECK KNIT JUMPER

64% Viscose 28% Nylon 8% Spandex

80% Viscose 20% Linen

Store distribution grade

Order quantity

Size selection, Ratio and Size break

150

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3, 1, 1, Size 83, 167, 250, 250, 83, 83, 83 = 999 Break:

1 = 12

150

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3, 1, 1, Size 83, 167, 250, 250, 83, 83, 83 = 999 Break:

1 = 12

200

Size: XS, S, M, L, XL Ratio: 1, 2, 3, 3, 1, 1, Size 83, 167, 250, 250, 83, 83, 83 = 999 Break:

Mid Store, Grade 3

1 = 12

RANGE PLAN

Retail price

Cost price

Margin

$98

$24.5 0

70%

$88

£22

70%

$255

$63.7 5

70%

COLLECTION AT A GLANCE

FW COLLECTION

GIA TOP She’s all that! The Faye top is our latest crisscrossed top made of a stretch recycled cotton. Featuring an adjustable tie-waist, she can be crossed in the front and wrapped around the torso. Pair her with her matching midi skirt or your favourite jeans, or interlace the ties into our beloved baby Tommy’s.

GIA SLIP SKIRT She’s sleek and proper. Meet the Gia Slip Skirt in Black. This slip midi skirt is perfect for day or night. Style her with the perfect baby tee, or our matching Gia Top for a whole moment.

FW COLLECTION

GIA TOP She’s all that! The GIA is our latest crisscrossed top also come in the colour olive. Pair her with her matching olive mini skirt or your favourite jeans, or interlace the ties into our beloved baby Tommy’s.

GIA MINI SKIRT Meet the micro perfect mini skirt. The Gia mini skirt. She comes in a black or olive recycled wool blend with an invisible side zipper and unapologetically high slit on the side.

FW COLLECTION DREW MINI DRESS

Introducing the Drew Mini Dress. She’s our latest LBD, designed with a fitted bust, pinched waist, an A-line hem and a mesh overlay. Designed with comfortability in mind, made of a soft eco jersey knit. Whether you’re dressing her up or down, you’re never going to want to take her off. The Luna slip dress got you covered in all the right places.

DREW MINI DRESS

Also introducing Drew Mini Dress times two now in white. She’s the summer’s equivalent to the LBD, Whether you’re dressing her up or down, you’re never going to want to take her off. Designed with comfortability in mind, made of a soft eco jersey knit. Whether you’re dressing her up or down, you’re never going to want to take her off. The Luna slip dress got you covered in all the right places.

FW COLLECTION LUNA SLIP DRESS

Introducing our Luna Slip, comes in black, olive and sand designed with a pinched waist, thin straps and a squared neckline that leads to a form fitting waist and a swaying midi hem. Pair with high heels, platforms and accessories.

DITSY SET

FW COLLECTION DITSY SLIP DRESS Say hello to our Ditsy Slip designed with a pinched waist, thin straps and a squared neckline that leads to a form fitting waist and a swaying midi hem. Pair with high heels, platforms and

MINI TEE – DITSY Meet the Mini Tee in Disty Purple, the latest print of the season. Our newest baby tee in a soft eco jersey. Pair her with your favourite jeans by day, or get the full look with our matching Booty Shorts or even the matching midi skirt. You’re going to want her!

Also introducing the Ditsy range. Consisting of four pieces; a slip dress, mini tee, midi skirt and booty shorts.

accessories. BOOTY SHORTS – DITSY Welcoming our newest addition, the Booty Shorts. A form fitting lounge short made of a soft eco jersey knit, designed for all day comfort. Pair them with our matching Mini Tee for the ultimate lounging experience.

DITSY MIDI SKIRT Meet our newest mini! The Ditsy is our latest midi skirt, featuring double layered mesh side panels, and our infamous purple floral print Designed with an invisible side zipper, it’s never been so easy to get on. Perfectly paired with our matching Mini for the most iconic look or pair with a plain white baby tee and platform sandals!f

NEW DROP

FW21

GIA TOP - BLACK $95

MONI SLIP SKIRT – BLACK $145

GIA MINI SKIRT – BLACK $125

DREW MINI DRESS – BLACK $145

LUNA SLIP – BLACK $195

LUNA SLIP – CREAM $195

DREW MINI DRESS – CREAM/ WHITE $145

GIA TOP - OLIVE $95

GIA MINI SKIRT – OLIVE $125

LUNA SLIP – SAND $195

LUNA SLIP - DISTY $195

MINI TEE – DISTY $98

BOOTY SHORTS – DISTY $88

MONI MIDI SKIRT – DISTY $145

FW21

CRITICAL PATH JAN

BUYING SAMPLE/ 1ST FIT SENT FABRIC/ TRIM APPROVAL ORDER CONFIRMATION SENT GRADED SET SENT GOLD SEAL SENT PRODUCTION BEGINS AGREED EX FACTORY DATE TRANSPORT MODE ARRIVAL AT DISTURBATION CENTRE ONLINE LAUNCH

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

FINAL EVALUATION When I initially came up with the idea of creating a collection I wanted to create more of a concept, something that would most definitely be considered for the actual brand. I wanted to create a grunge chic inspired collection for the brand Miaou, initially it was said to be UNIF, however after researching I discover some controversy issues; racism, satirical references and anti-Semitism. All things I am totally against and so I decided to scrap the idea and finding a brand which good values. And so I chose the brand Miaou. I wanted to give a minimalist approach to the grunge era, focusing on high fashion, the influence from the 90s, I wanted to focus on neutral tones, 90s silhouettes and shapes. I also had a clear vision of my collections, I knew I wanted to include a slip dress, midi skirts, paying tribute the mid-drift and floss trends of SS21 and introducing new FW trends which haven’t yet been put on the runway. I decided to focus on a small brand, as a way to educate myself as well as others on fashion forward brands, ones that pride themselves of their sustainable and ethical practices creating a new wave fashion. In the initial stages of the project I was able to come up with a few different pathways and in depth ideas, all which I very much liked and could possibly do in the near future. All ideas were drawn up in bullet pointed lists and brainstormed; helping explore the ideas I had come up with and chose my pathway. If I was to do anything differently, I would have made mind maps to explore my ideas further, I would of also looked into retailers ideally small sustainable brands. I was extremely proud of my research folder; it was nicely structured, organised and specific to what I was planning on doing for my collection. I shifted my research onto Miaou, focusing on 90s grunge, subcultures influenced by minimalism, glam and glamour. I even watched 90s films focusing on the grunge, fashion and skater life to gain more of an understanding into the fashion and lifestyle of the young people. As well as secondary research I also used my Instagram followers in a survey based around Miaou, asking questions if they were aware of the brand, would they purchase from their, factors or reasons why they would or won’t. Though I really enjoyed the research part of the project I feel as if I may of taken up a little too much time doing this stage because for the rest of the project it did feel like I ended up being a little behind causing stress.

However. Not everything went as well as I hoped it would. For the first few weeks I will admit I was lacking inspiration in regards to what pathway to chose, there were so many options, I struggled to pick just one. It was clear from the start I wanted to create a collection as its future career I want to go into. Another problem I faced was time management and lack of organisational skills; I began to feel behind on the project. I feel I wasted time trying to make things like “pretty” instead of completing my tasks. My priorities were straight and I wasn’t focused. If I was to do anything differently I would make sure I stay up to date with my tasks, prioritising the most important first. I would have also had 1:1s with my tutor every week for feedback, I feel as if I didn’t have enough which could have help me more throughout the project. Starting at the FRA, I was quite unsure in which field I wanted to pursue only knowing that it was in fashion. I was really interested in fashion communications possibly venturing into being a stylist, journalist or creative director/art director. Yet this is still all possible career goals. My first year at the FRA taught me so much about different careers as well as this project which has made me realise I really enjoy buying and merchandising and from what I have learnt would much love to be a fashion designer, working in Fashion production or being a creative director for a brand. Overall I’m proud of my final outcome after eight slightly stressful weeks I feel as if it was all worth it. I’m really happy with my collection and hope to create more collections in the near future and maybe one day for Miaou.