Some keywords for this project:
community
customize
consumer
designer
sharing
collaboration
learning
unique
After conducting research on the problem, solutions, and precedents, the direction that my project will take will consist of creating a community-based business. The business will have a web and store environment. Both components will work together in creating the whole brand experience.
The web platform acts as a community for consumers to learn about the brand, communicate with designers and other members, learn about the activities offered within the store and online, share, and give feedback. The store is the environment where the learning and creating takes place. In a general sense, the store is where there will be the most profit generated, as consumers will purchase and/or make their own products and enroll in workshops and tutorials.
A set of expected deliverables will be completed by the end of this project. They are as follows:
identity design - BPS, visual aesthetic, logo, applications (business cards, tags, advertisements etc)
website
kits
catalogue
store interior/front
Wednesday, February 16, 2011
Wednesday, February 2, 2011
The Project
My second Grad Thesis project this year taps into numerous areas: branding, business, community, and consumer behaviour. Perhaps reading the thesis will give you a better understanding of what I'm trying to do.
Offering the opportunity for Vancouver consumers to contribute to the design and construction process of the clothing that they purchase will enable them to recognize their own distinct character. Building a community for this to occur will not only educate consumers about the fashion industry but also provide an environment for fashion design students and new graduates to publicize themselves locally.
The challenge and main area of focus for this to happen is through the idea of customization and consumer involvement in the design process. My aim is to expand the idea of customization and build a community through a brand that will facilitate learning and sharing while simultaneously generating profit and leveraging local emerging fashion designers. There is room in the market for this as there isn't anything like this that has been established in Vancouver. The idea is not to merely provide options for the consumer to mix and match to create a suitable product, but to let them be physically involved in the designing of their garment. Designers will facilitate this process by providing guidance. The brand, then, is not just a fashion label. The brand becomes a community based business that profits through tapping into an untouched area in the market while having benefits to consumers and local designers.
Offering the opportunity for Vancouver consumers to contribute to the design and construction process of the clothing that they purchase will enable them to recognize their own distinct character. Building a community for this to occur will not only educate consumers about the fashion industry but also provide an environment for fashion design students and new graduates to publicize themselves locally.
The challenge and main area of focus for this to happen is through the idea of customization and consumer involvement in the design process. My aim is to expand the idea of customization and build a community through a brand that will facilitate learning and sharing while simultaneously generating profit and leveraging local emerging fashion designers. There is room in the market for this as there isn't anything like this that has been established in Vancouver. The idea is not to merely provide options for the consumer to mix and match to create a suitable product, but to let them be physically involved in the designing of their garment. Designers will facilitate this process by providing guidance. The brand, then, is not just a fashion label. The brand becomes a community based business that profits through tapping into an untouched area in the market while having benefits to consumers and local designers.
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