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.