ALYSSA GOUGH

Alyssa Gough W17010687 Fashion Design and Marketing FA6003 Portfolio

FORM is a gender neutral luxury brand which focuses on limited collections to create individuality and value in our garments.

This allows us to create sustainably and consciously.

FORM is known for creating texture through different fabrics and techniques with a simple monotone colour pallet.

Design inspiration is taken from architecture and natural structures to create large sculptural silhouettes.

FORM donates 10% of profits to help the crisis with poverty and corruption around the world, in order to help towards creating safe spaces for as many people as possible.

FORM is a gender-neutral luxury streetwear brand. We focus on limited collections to create individuality and value in our garments. We focuson creating sustainably and consciously whilst ensuring all products havelongevity and individuality. Creating texture is at the forefront ofthe brand and is what gives FORM a unique aesthetic.

Design inspirationis taken from textures within nature and natural structures to createsculptural silhouettes and textural pattern.

After researching Gender Neutralism, it is clear that there is a desirefor luxury Gender-Neutral fashion and textural garments within the fashionindustry. Consumers of FORM’s demographic share that they would like to seemore from genderless clothing rather than just the typical plain and simpleloungewear that is on the Highstreet. FORM responds to this by creatingcollections that break gender binarities by creating genderless garmentsthat create a statement.

Ethical luxury fashion is something which through research has been seen tobe very rare. The lack of ethical creations on the catwalk is disappointingfor consumers. FORM brings a new view on ethical luxury streetwear by notonly creating longevity in their products but by giving to charity. FORMdonates 10% of their profits to help the crisis with poverties and socialinequalities in the world, in order to help towards creating safe spacesfor as many people as possible. The launch collection YRN focuses oncreating texture with knit.

Rick Owens Spring 2020 Ready-To-Wear

Rick Owens Spring 2020 Ready-To-Wear

Iris Van Herpen Couture Spring Summer 2020

Gareth Pugh Spring 2012 Ready-to-Wear

Gareth Pugh Fall 2014 Ready-to-Wear

Marcel comes from a wealthly background but has a successful career which gives him a considerable amount of disposable income. He invests his money into ethical and sustainable brands as he wants to give back the best he can. He researches into brands to ensure they create sustainability or ensures he purchases items with longevity so that he can eventually up cycle or recycle them.

Marcel visits the FORM Chelsea store every month where they present their new collection at a charity event. He preorders a few items he wants for next season and collects them when they arrive. He often visits the store to browse accessories they sell in store. He also scrolls through their Instagram often. This is so he can stay involved with the brand and keep updated with the help they give back and directly see the change he is making by purchasing from them.

Kourtney is a successful woman and works very hard at a job in the fashion industry. She therefore spends her disposable income on her appearance, mostly consisting of clothes and accessories. She saves up and buys statement items from FORM as she knows they are a good investment as they are good quality and have longevity.

She often browse the FORM website and adds her favourite pieces to her wish list. She also loves to visit the FORM store when out shopping in London.

Kourtney loves to reuse her shopping bag from FORM to carry her day to day belongings.

FORM’s designs are very sculptural and unique so each garment fits differently. Therefore, the sizing charts are just a general indication. The variation of silhouettes and materials often change the fit of certain garments. Each garment fits oversized and is designed for the gender neutral silhouette. Garments will fall into shape with the body or will be adjustable in order to cater for everyone.

All staff members will receive a high level of training for working in the FORM stores. This will consist of training for; customer service, till and systems, personal shopper, serving and hospitality for events, styling. Each member of staff will be fully trained and inducted in every area to ensure everyone is confidant and can help with any need of the customer. Appearances will always be impeccable and all staff will wear the FORM neutral colours but are encouraged to wear their own clothes in order to inspire customers with their sense of style. Staff are encouraged to dress in FORM’s oversized and textural style. We are aware not every member of staff will be able to afford the high prices of FORM’s clothing, so they are not expected to wear the brand. Staff are given a ‘style guide’ in their training.

The FORM store always has an exhibit on for customers to interact with. This will be related to the current collection. The exhibit for the launch collection YRN is a texture tunnel to reflect the different textures of knit within the collection. This brings customers to the store for the experiential aspect and also invites customers to promote the store on social media.

The FORM brand video introduces the customer to the brand with textural visuals and a range of silhouettes. It can be found on the FORM website, Instagram and projected onto the walls in the FORM store in Chelsea. The brand video links to the brand book and shares a familiar story and visuals to show a clear and coherent message.

The FORM Brand Book is a textural coffee table book which informs customers about FORM as a brand and about our newest collection YRN. Brand photography informs the brands ethos and aesthetic. It will be free to FORM VIP members at the launch event and avaible to buy to regualr FORM members instore and online.

Tassles

Texture

Luxury

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R

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YRN is a limited collection which explores texture with knit. The FORM neutral colour pallet is brightened with elements of orange and yellow influenced by colours from natural structures.

YRN explores and pushes boundaries by combining knitted textures to create large and experimental silhouettes.

Design inspiration is taken from structures within nature.

Natural and recycled yarns and materials are used where possible with any waste being utilised.

This allows the collection to be sustainable while using luxury and long-lasting materials.

Knit Natural structures

Large silloutetts

Gender neutral

italian mohair

eco elastane

75% mohair,23% polyamide, 2% wool

81% nylon, 19% lycra

alpaca wool

recycled silk

recycled cotton

cashmere wool

100% baby alpaca

55% silk, 45% cotton

100% silk

100% cashmere

When launching the first FORM store in Duke of York Square in Chelsea, two launch events will take place. The first event will be the most exclusive. It will consist of an invite-only event sent to 30 of FORM’s most valued customers; luxury brand owners, streetwear influencers and neighbouring luxury stores such as Aesop and NU will be invited to spread awareness of FORM to their peers.

The event will begin at 5pm and end at 10pm. On arrival each guest will receive a juice shot of their choice. These will be served in FORM miniature bottles and will allow the guests to instantly interact with the brand. Juice shots are ‘on trend’ for FORM’s target customer, as they are a healthy alternative to alcoholic beverages and a luxury product in the health and fitness market.

The FORM Brand Book will be given to each guest on departure, so they do not have to carry this around throughout the event. This will be a limited product guests will keep and display on their coffee table or bookcase. This is an item which is only available in the future to FORM’s most select customers, so this will make those who have one feel exclusive and valued.

The guests will then be invited up to the terrace where plantbased iced coffees will be sold with 100% of profits going to FORM’s charities who help with the crisis with poverty and corruption around the world. They will all be given a complimentary iced coffee but any further beverages will be purchased. These coffees will be served with an option of plant based milk with the flavours of Turmeric, Rhubarb and Matcha.

The owner of FORM will give a speech welcoming the guests and will explain further about the brand and the charities they donate to. This will give the opportunity for any questions to be asked. Guests will be able to enjoy the rest of their evening with live music and lovely view of the Duke of York square.

Small snippets of the event will be broadcasted on Instagram stories in order to promote the brand and entice customers to attend the second event which the public are welcomed to attend.

This is to show the hype around the brand without giving away what is being showcased so that customers still want to come to the second launch event.

FORM is placed on the higher price point amongst its competitors. We sit amongst Gucci, Comme Des Garcons and Khaite in regards to the cost of garments. Unlike our competitors, all our garments are around the same price bracket and we don’t have items at a lower price point. This is to keep the brand exclusive and luxury.

We charge high prices to cover the price of luxury materials such as alpaca and cashmere and the time taken to make such complex designs.