IDENTIFY THE BRAND IN THE MARKET Unconventional SPORTMAX BALENCIAGA ISABEL MARANT PHILOSOPHY
STELLA MCCARTNEY PRADA
MARC JACOBS
Casual
Exclusivity
MAJE
CELINE
MICHAEL KORS
CHLOÉ MAX MARA
LANVIN
RED VALENTINO
Classic
CAPSULE COLLECTION SPRING SUMMER By Belen Gomez
OUR MAIN TARGET The american european target woman is an independent person, that works to keep itself. She can also carry a family, keep the house and at the same time being creative and innovative with her looks. She is never afraid of trying new things, but keeping at the same time the classic lines that will assure them the success of her look
WOMAN
AGE (Aprox. 25- 60) COSMOPOLITA HIGH SOCIOECONOMIC LEVEL WORKING WOMAN STYLISH TAKES CARE ABOUT HER IMAGE CAN OR NOT HAVING A FAMILY LOVES
The asian target woman is more a fashionable trendy woman. She can be younger than the european.There lines are naive and soft but at the same time she combines her look with some shocking accesories or elements that provide her a new and particular armony. In this sense, SPORTMAX fits perfectly to that target. Classic and volumetric but unconventional.
PROPOSAL KEY ASPECTS #1 FOR THE CAPSULE COLLECTION
[1]Keeping the CONCEPT
PULLED TUCKED TWISTED [2]Materials
Jute, canvas and new crisp jersey raffia [3]Pattern
MACROPICNIC CHECKS
KEY ASPECTS #2 FOR THE CAPSULE COLLECTION
STRUCTURE OF THE CAPSULE COLLECTION From all this analysis I will propose a collection of 12 pieces that come from the orignal collection but try to create more contrast encouraging combinations of picnic checks, jute material and orange, black and cream, as an example. I bet for tops and low parts cause let the woman be more free in there combination. I took at the same time a bag and 2 pair of shoes as the two item of art masterpieces, trying to emphasize the idea of unconventional the microcapsule collection have these 3 elements that would come form the same but will be evolved to something more abstract till the point of becoming the dark object of desire
The 3 masterpieces