phresh fish denim co
Post on 03-Dec-2014
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Designed by Evann Pichon
FSH 616 - OL1: MS: Dynamics of Fashion
•Koi fish •Fish markets
•Pike Place Flying Fish Market•Click here for Pike Place video
•Fishermen (and women)•Water •Japanese culture •Koi tattoos
Inspiration
Branding ConceptWords to describe Phresh Fish Denim:
Edgy, exciting, exotic, unique, fluid, urban
Exciting store atmosphere creates a shopping experience unlike any other!
• Feeling of “urban fish market”
– Denim hanging on large fish hooks
– Jeans being wrapped up and thrown to cashier
• Fish tanks/fish bowls all around
• Koi pond in store– Little rivers– Waterfalls
Target Market
Demographics
•20-30 years old
•African-American, Caucasian, Asian-American
•Unmarried, without children
•Students, artists, musicians
•Upper-middle class to high-class
•Wears designer denim/Japanese denim
•Diesel•True Religion•G-Star•Rock & Republic•Evisu
Geographic
Urban locations
•New York
•San Francisco
•Los Angeles
•Seattle
•Tokyo
•Chicago
•London
Social Behavior
•Follows fashion closely
•Runway
•Celebrities
•Fashion leader among peers
•Enjoys high-energy music
•Hip-hop
•Rock
•Techno/Dance/House
•Likes to go out dancing
•Travels whenever possible
•Shops and/or browse often for latest fashion
Psychographics
•Likes being flashy
•Possibly interested in Harajuku fashion and culture, but not necessarily dressing that way
•Doesn’t care what people think
•Creative
•Open-minded
Color Story
• Colors inspired by Koi– White– Black– Crimson Tide (deep red)– Gold – Variety of Blues (denim)– Red-orange
Flat 1• Straight-leg• Cuffed• Variety of colors
inspired by Koi– White with red-
orange and black spotted designs
– Dark blue denim
• Zippers on rear legs
Flat 2• Inspired by
Japanese “Big Wave”
• Teal denim• Boot-cut• Waves
embroidered on seat pockets
Flat 3• Inspired by fish
scales• Colorful
Japanese denim
• Iridescent denim
• Slim fit• Straight leg• Faux scales
along top of jeans
Flat 4• V-neck t-shirt
• Cotton
• Tattoo-inspired Koi designs printed on shirts
• Rhinestone accents
Flat 5
• Rain jacket• Polyester blend• Microporus
coating– Lightweight– Waterproof– Breathable
• Yellow and white
"Fish Throwing at Pike Place Market." Metacafe. 25 Jul 2009 <http://www.metacafe.com/watch/1502441/fish_throwing_at_pike_place_market/>.
"Koi." Wikipedia. 25 Jul 2009. 26 Jul 2009 <http://en.wikipedia.org/wiki/Koi>.
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