YMA Fashion Scholarship Fund 2019 Design and Product Development Case Study
Case study | Marketing | Branding | Research | Line sheet | Flats | Photoshop | Illustrator | Indesign
YMA Fashion Scholarship Fund 2019 themed around global expansion of the fashion industry. This case proposes an international expansion in the UK of the Taiwan based brand "Marjorie" through travel-inspired products and clothing line designed according to culture, fashion, consumer, and environment.
The case study looked at successes and failures of two industry-leading brands, Zara and Uniqlo, in their effort to expand globally. Topics such as supply chain and product scarcity, cultural adaptability and responsiveness, branding values through technology, and location strategy are researched and demonstrated in the proposal.
The Brand
Marjorie is a women’s clothing and accessories brand based in Taiwan. Marjorie characterizes their brand’s attitude as “Feminine: free and never predictable.” (Marjorie Fashion Design) Their British inspired “Retro Modern” style with a bit of quirkiness became their POD that won the public's interest.
The Concept
Lady Marjorie Collection and the Time Travel Journal
This collection stood out from but styles easily with existing products. But Marjorie’s expansion also includes social media, advertising e-commerce, and the “Time Travel Journal.” The Time Travel Journal are playing card tags with patterns, social media, website, coupons, and travel recommendations. Time Travel Journal with specific UK locations makes aware of Marjorie’s UK expansion and the new collection designed for UK customers. The Time Travel Journal tag not only shows Marjorie’s brand value but also puts customers in a “Marjorie lifestyle.”
Inspiration
The UK collection expands Marjorie with a variety of colors, prints, and seasonal garments. Inspirations from antique maps, explorers' guides, sailors' astronavigation, as well as strong female characters from literature, allow new customers to draw personal connections in a new brand. It communicates feminity in Marjorie’s unique perspective that is still relatable to their audience.
Textile
Products designed for Western expansion explore trending bright pastels of the season as mixing prints, patterns, and color combinations. Statement pieces made from local wool and cotton textiles for the Fall-Winter season is the dominant feature of Majorie’s first international expansion. This collection would retain Marjorie’s playful design aesthetics while reflecting upon current trends.
