Mid market diffusion Collection. Diffusion ranges are
designed collections that come directly from the inspirational runway
collections you never see out on the street. By designing from these
collections and diffusing them down to design elements it allows the collection
your designing to somehow be better than if it was just directly designed for a
mid market. The market feels they are getting something special and that they
are exclusive and a cut above due to this diffusion connection. This is called massclusivity
where the mass-market customers feel they are getting something special for a
slightly higher price tag.
In the previous assignment I designed a collection around
the underside of the waterfront and the dark underside of this structure that
nobody takes notice of. In doing this I made connections with raw elements and
materials that work with and weather against each other. Through the diffusion
collection I aim to use the design elements and apply them to a male indie
fashion style for the up and coming 2014/15 autumn and winter.
I choose a male indie fashion style because it seems to be a
progression from current trends and indie kids are usually seen as cool and
ahead of the game when it comes to what is in style. I hope to use the already existing styles and
apply raw elements to them so they change in appearance and form to become for
structured and dynamic than the current market and future competing trends.
The mood around the waterfronts under side is quite and
melancholic one which links well with the darker indie aesthetic. It makes the
feeling very strong but also with the colours being of raw material and
weathering a earthy and none focal appearance. Over all I think this dark and
raw colour scheme linked with strong design structures and lineal elements is
quite confronting without being overly intense.
In my diffusion collection I aimed to please a wider target market than just the indie kids which usually range from 16 through til 35 depending on life style. To do this I looked into many other male fashion style such as hip hop, street, business/dress, and mass market generic wear (Jeans and a white tee). In doing this I was able to give myself more aspects to design to while always drawing it back as much as possible to my initial target group (Indie). By Applying formal dress wear fabrics and techniques I was able to come up with some interesting ways of simulating and/ replicating the look of raw elements and materials. E.G. wood, water, metal, chain.
After doing this I looked into how the processes of making the outfits could benefit the local area and cut down on transportation and added expense. In doing this I found NZ wool suppliers as well as trying out the wool gathering and making myself (Previous experience). Further more was able to figure out ways of making prints, and design elements easily without shipping off to be done on large-scale machines.
After doing this and sourcing a local leather supplier who’s processes takes place all within the north island, I looked at expense charting and how much it would take to make a profit off clothing and what the labour hours would be. With all done local and by me or a team I would assemble the cost of making was less due to close shipping but still not cheap enough to make affordable in a midmarket range for all. This is due to it not being mass manufactured and the quality of material making cost higher. (NZ local quality).
After looking and assessing all this I believe small batch
making of this diffusion line would be the way to go as would keep it exclusive
which allows for the price tag to be a little higher. Also my target age group
often shop at stores like good as gold so price range wouldn’t be too much of a
stretch for them. Especially when would be supporting local industry.
I feel my line would be a good competitor for the market segment currently occupied by I love Ugly, Sly Guild and the Oblivious. But with an edge and slightly more intricate design and different aesthetic qualities.
