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Brand Extension
The Product Range
Invite
Customer Board
Mood Board
Brand Proposition board
Perception Map
Possible looks
Newspaper: Intimates
In store Newspaper
Advertising
Laser cut out sample
The Result

As result of this unit I was able to gain:

  • a recognition of the economic importance and structure of the UK fashion industry, and the features of a ‘typical fashion product supply chain

  • an appreciation of the role of the design process, within the fashion buying cycle and the product lifecycle

  • an ability to develop elements of a product marketing strategy for a fashion product/brand/organisation and an analysis of the costs involved with garment production

  • effective presentation and communication skills

 

This unit was assessed on research, analysis, subject knowledge, experimentation, technical competence, communication and presentation, personal and professional development, as well as collaborative professional working abilities. 

 

Lace skull used to make a vector image for laser cutting (results below)

Zadig & Voltaire Intimates

Brand Extension | Capsule Collection

The Context

To identify a multiple-outlet High Street retailer and research a company, identifying an opportunity for a new/design/range/brand in either men's or women's shorts.

 

The Task

To act as a marketing team (within groups of 3-4) for a selected retailer, that has persuaded the management that there are opportunities for an increase in sales of men's/women's shorts through the creation of a new design/product range/brand. The task consists of developing this opportunity, and producing a product range proposal for a supplier to deliver. 

 

About

 

This unit helped to appreciate the relationship between design, product development, pricing and product management. It provided with an appreciation of the scope and structure of business operations involved in the supply chain for fashion products. Furthermore, it expanded my knowledge and skills for appropriate technologies and terminology, enabling me to manage operational development of a new product or range within the context of a fashion business. 

 

 

This was one of the first units within the course, acting as an introduction to broader my understanding of marketing and development of a range of tools to analyse, evaluate and exploit consumer markets, along with additional skills in the areas of effective and appropriate collection of data, financial calculations, report writing, data storage and general business communication. 

 

Click to view the

MARKETING PLAN

ZADIG & VOLTAIRE
 
Zadig & Voltaire is an upper high street French brand that provides affordable yet luxurious clothes. It is defined by its comfortable yet casual wear with an edgy twist. The brand offers a variety of products for males and females, as well as accessories including - shoes, jewelry, scarves, leather goods, sunglasses, travel and luggage. It was originally founded Thierry Gillier (1996), the son of Andre Gillier – the co-founder of Lacoste. He partnered with a Scottish cashmere producer, and managed to produce a line of goods that soon became their main identifiers. 

 

Brand Extension Proposal
 
The main objective of the range proposal was to design nightwear shorts for sleepwear/intimates that have a casual feel, but a sensual look. As a small team of designers, we have identified that sleepwear shorts available in the market puts comfort before design, with an emphasis on ‘girlieness’  and the intimates market have very little shorts offered in general. Therefore, the designs offered will satisfy the gap in both markets, ultimately creating a unique product. 
 
After researching into the brand, their identity and their design philosophy, as well as analyzing the current market for shorts within the UK high street, a gap in the market was discovered for sexy, edgy yet comfortable sleepwear/intimates. Keeping in mind the current target customer of Zadig & Voltaire, and hoping to capture a wider margin of consumers, as a small team of designers, we have come up with a sleepwear shorts range, that includes innovative laser cutting, as its main design element, unifying the brand identity within the new range. 

Laser cut skull on a sample of wool woven fabric  

Philippe Pasqua Crane Exhibit London

Range Proposal

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