Fashion Design & Marketing
Gurbanova
Leyli
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for Natalia Kaut
Brand Extension | Capsule Collection
The Context
To demonstrate how the various stratagems and theories previously learned have enabled to develop a product and write a strategic marketing report to support the made proposal.
The Task
To select a London clothing brand, that has its Head office in London and in the role of a design marketing specialist respond to a specific strategic challenge.
About
This unit has enabled me to develop the critical understanding and advanced practical skills used by fashion design and marketing professionals in an appropriate context. The unit involved working towards an assimilation of my conceptual design and product marketing strategy.
Natalia Kaut London
“Natalia Kaut” is an award winning London designer specializing in high-end, Haute Couture garments. The brand was established in 2011 and produces two seasonal collections per year. Natalia Kaut is a Russian born, internationally raised designer, although her label and production are based solely in the UK. Natalia Kaut’s main objective is to create fashion that lasts.
Quality is the main priority of the label; all garments are made in house and are cut by hand for made-to-measure effect. Garments undergo a vigorous quality check at the end to ensure and maintain required quality standards. The label takes part in “Pitti” fashion show as well as V&A fashion show. It also shows in Russian, Paris and London fashion weeks.
Brand Extension Proposal
“NK London” symbolizes clothing for a woman who is independent, fashion forward and respects quality and durability, as well as individuality of the designs.
The brand allows women to embrace their femininity, yet carry a certain aggression; a contradiction achieved through a proposal of a brand extension in a form of a prêt a porter capsule collection, as an extension label for Natalia Kaut’s existing haute couture label.
This proposal is based on conclusions reached after analyzing the existing brand values and characteristics, as well as the current luxury market, paying particular attention to consumer preferences and shopping habits.
"Natalia Kaut", as a label, focuses solely on red carpet classification of garments with elaborate, easily identifiable designs, to a very limited number of customers. Exclusivity is key to the labels image and acts as a big part of its USP. The extension will not contradict the core values of the existing label, but will be aiming to gain more press attention and increasing the loyal customer base. The designs proposed will be aimed to keep the existing ‘look’ but in its turn make it more wearable in daily wardrobe terms.
The target audience of the brand ranges between 20-34 years old, young female business entrepreneurs with a strong fashion sense. This is also the age group that is said to be buying luxury goods most regularly paying particular attention to quality. (Mintel, Oct 2013)
The Result
As a result of this unit I was able to develop:
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critical understanding of theoretical, knowledge based and practical issues relevant to fashion design and marketing as they are presented across a range of literature and /or visual media
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identification, selection, evaluation and application of models, tools, frameworks and solutions to specific challenges as appropriate to fashion design and marketing
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the application of knowledge and skills acquired throughout your HE course to strategic issues concerning fashion design and marketing
Click to view the
MARKETING PLAN
Laser Cutting on Leather (sample)
The design has originated from a part of an architectural detail of an "Arabesque" building and developed further into a vector image to suit the laser cutting requirements.
