Menswear Line Development
Task At Hand
Tasked with developing a clothing line based on a need in the market place and curating a marketing strategy while utilizing 80% COTTONWORKS Denim for maximum utility and sustainability. NU.AGE is a menswear brand that offers an expressive, exploratory outlet for those who want to venture into more adventurous, avant-garde clothing. The color palette was chosen to evoke sensualism featuring three cotton weights finished with COTTONWORKS technology tough cotton, natural stretch, and storm cotton for comfort and durability. The capsule collection, Blu.Print, is comprised of fifteen garments designed to be casual and versatile while accommodating the adventurous wearer, rendered in CLO-3D.
Process
Once the line concept was developed and designs were curated, the marketing plan went into motion. NU.AGE began by hosting a pop-up event at flagship location in Los Angeles, accompanying performer Sam Smith as he speaks to the target consumer. The E-Commerce platform spotlights brand partners, Spotify with seasonal playlists and The Trevor Project, an American non profit organization that aims to protect & support LGTBQ+ youths. NU.AGE offers an Application featuring an virtual try-on enhancement for maximum consumer reach and comfortability. The Brick and Mortar location example and Flagship Pop-Up are rendered and can located in the full project below. Additionally NU.AGE offers a Coffee-Book included with orders, comprised of look-book examples accompied by a Spotify QR Code link to a song for each look. Billboards and Email advertisements are included to expand market reach. All Visual components, Tech-Packs, Flats, and Cost Sheets can be found below.
Impact
The process of developing a clothing line from scratch and arranging a strategic marketing plan revealed the cohesion between creative and critical thinking. I first hand experienced the vitality of collaboration between design, merchandising, and finical aspects to any successful fashion brand, giving me well rounded knowledge going into the industry.