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