Show Them You
Modern Workwear
-
Workwear used to embrace neutral colors and timeless silhouettes
-
Post-Covid lockdowns have made dress codes more relaxed
-
People want to wear something different at work
Target Market
-
All working women
-
Upper middle class - Disposable income +80K
-
Lives and works in large metropolitan area
-
Work dress code is “business casual”
-
Wants a work wardrobe that’s bold and adventurous
with the puff-ification of fashion and recent runways bringing louder looks to the world of style, a wilder, more colorful trend is bursting back onto the scene: maximalism. This bold aesthetic—dubbed cluttercore—involves intentional layering, pattern mixing, and creative hair and makeup
"
"
Market Interviews
Hilary
-
Maximalism is extravagant and special
-
Prints having relationships with each other - juxtaposition
-
Shopping - doesn’t think in terms of outfits but rather the wardrobe as a whole
Ashlyen
-
Maximalism is unique to the individual, expressive
-
Build outfits around statement piece
-
Shopping - thinks about how garments work into an outfit
-
Layerability and structure
Leslie
Leslie
-
Maximalism is a bonding experience with fashion
-
Styling is key, all about layering
-
Shopping - carefree and open minded
-
Wants well made clothing
Customer Needs
-
Has modesty
-
Layerable
-
Constantly in new climates
-
outside, different parts of the office
-
-
-
Comfortable
-
Sitting for long periods of time
-
Walks on lunch break
-
What this collection offers
Bright colors
Competing prints
Clean lines
Lots of volume
Comfortable garments
