​Fashion Design & Marketing
Gurbanova
Leyli
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Autumn Winter 14/15 l Capsule Collection
AW 14/15
"Leyli G" is a conceptual marketing and design brand. It is a womenswear label for confident, independent women, who want to stand out throughout their daily lives and are not afraid to be different. The collections include bright prints incorporated within the design in an innovative manner, along with bold colours and feminine silhouettes. The fabrics used are a mix of leather, chiffon, digitally printed silk, high quality cotton and jersey. Considering the price points against the design features - "Leyli G" is an affordable, fashion forward, design lead luxury brand. One of the main challenges faced during the project was the minimum budget that would be used for the launch campaign, without compromising the brand identity. All of these aspects were considered within the marketing report - from design, product manufacturing, product pricing, and possible distribution channels.
About
This unit was based around a brief that permitted to display discernment in selecting/creating a suitable company for study based on market awareness and the appreciation of quality, make and finish in relation to an identified market level. The unit concluded in a written and visual presentation of reached conclusions alongside with a 3D outcome, drawn from critical analysis and understanding of the company, along with the recommendations made regarding current and future marketing plans.
The Context
Retailers such as Browns (London) work on collaborations with designers, or buy in designer merchandise; retailers need to provide ‘fashion direction’ within their stores for the new season, they also need to be realistic on how the product will be launched, we are living in recessionary times, the costs of a new launch need to be considered.
The Result
As result of this unit I was able to demonstrate:
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the identification and analysis of a fashion organisation, its competition and marketplace, with a view to a exploiting a potentially profitable and original product marketing opportunity
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the forecasting of likely product marketing opportunities and the evaluation of the viability of exploiting them
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critical analysis, evaluation and application of a creative approach to design development and construction that supports and demonstrates a product marketing opportunity, with appropriate consideration of proportion, detail and finish
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informed decision making from your knowledge of market trends in order to develop, present and realise designs
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MARKETING PLAN
The Task
Acting as fashion designers who are able to market their range effectively within a competitive sales environment, develop a new ‘Designer range’ that will be targeted to be sold at a retailer of our choice.
