The Brief
Articulate a major concept to, degree level, which highlights a commercially viable initiative suitable in today's fashion market place. Applying innoative/radical entrepreneurial thinking to a 360 degree omni channel promotional campaign including a market report, business plan, brand pack and prototypes including working examples.
Snippetts extracted from market research report and business plan.
Embrace is an underwear brand made for women 40 plus, with comfort and functionality at the forefront. Embrace combined thorough secondary and primary research findings to spot a clear gap in the Generation X market place which has been neglected thus far. Embrace was more than underwear it was a voice for women, starting conversations around biological encounters such as menopause. Tired of hyper-sexualised underwear ads and 'mumsy' marketing to women once they reach a certain age, Embrace focused on powerful imagery that uplifts all women.
