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>.