Market

Market is an important part of this diffusion collection. I am targeting the higher mid-market segment. I want the collection to be desirable but also accessible, incorporating investment pieces, with less expensive items, for those who want smaller items that still carry the concept and design elements of the collection. Brazen transitions, is for those who want something classic, but with a bit of subtle quirk. The items can be mixed and matched to be as flamboyant or conservative as the consumer feels comfortable with. The sustainability aspect is brought in through the use of sustainable fabrics, but also through sustainable design. I want to incorporate this idea of transformation in to some of my pieces, where the consumer can create several different looks in one garment, giving them the feeling of wearing something new. I feel this adds a different dimension to the sustainable concept, and will open consumers eyes up to the possibilities being environmentally aware, without sacrificing their personal style.

While designing this collection I have been thinking about the types of stores that would stock my clothing and also what type of person would be wearing them. I feel my collection would merge seamlessly into MADE Store in Customs Street in Auckland. They provide an eclectic mix of designers, sourced within New Zealand and internationally. They fit my market group well, providing cheaper basics, such as Cheap Monday and Nudie jeans, but also providing more expensive investment pieces from Day Birger et Mikkelsen or Karen Walker. They describe themselves, "MADE is a colourful and unique mens and womens boutique situated in the Britomart Precinct in Downtown Auckland.  We specialise in something a little different and have a large selection of labels on offer from around the globe".

Jaimie Webster modelling 'Jaimie' Summer range

Another store I feel I can parallel my collection with is Jaimie Boutique in Ponsonby. A higher end store selling their in house label, Jaimie, but also pieces from Vivienne Westwood Anglomania and Deadly Ponies. Jamie, has mid-priced range items, in classic styles, which can be styled with other more expensive and quirky pieces. "Jaimie Boutique is an intimate and interesting space full of culture and style. Jaimie Boutique houses glorious art books, perfumes, shoes and collections from international designers as well as Jaimie's eponymous label 'Jaimie'."

In my designs I will need to think about how they translate into this market area. Keeping in mind that they will have to be transferred in to different sizes, different colours, provide a range of garment types. Durability, is another big thing, with the sustainable fabrics I need to make sure that they are not relinquishing longevity. This also goes for washing, they need to be easy care and not need to be washed too often to save energy and water. Also finishes, and small details, which often get left out, need attending to and can make or break a design, the are both a practicality and feature.