Before I begin the design development section
I decided to think about whom the collection will be targeted at and I made a
customer profile board. I've used some of the same pictures as the Moodboard to
make sure they look good together.
My
collection will be an Haute Couture range which will be targeted at women aged
25-35, whom are married to businessmen. They are ladies of leisure who lead a
luxurious lifestyle of going to the theatre, dinner parties, cocktail bars and
exclusive events. The name of the collection, ‘Austentatious’, mirrors their
lifestyle as it’s a play on the work ostentatious. Their spare time is spent
treating their two children, shopping and going to the gym. They like to read
Vogue, Harpers bazaar and of course Jane Austen. The ideal celebrity to wear my
collection would be Keira Knightly due to her etiquette and poise. My brand
will be sold in Harvey Nichols, Liberty’s and Harrods.
With this in mind I now need to think about what they are likely to buy and
what occasions they will go to.
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