Samenvatting

QUOTE “Queer is a mentality NOT a sexuality.” AIM To create an affordable genderexpansive fashion brand MAIN QUESTION How can a highstreet fashion brand prioritize and cater to gender expansive, queer persons? SUB QUESTIONS What do I mean by gender expansive queer? - To what extent are queer consumers looking for fashion brands that are redefining and or transforming gender, and who are these consumers? - What fashion brands are currently trying to cater to such consumers and what does this look like? - What is in it for the consumers of the brand? ABOUT THE VIDEO Take a crash course in the queer market. This informative and quirky video provides insights into: the meaning of queer; queer people's lives ; WTF does Q sell? Q’s market opportunity; Q’s vision & 5 year plan ABOUT THE BOOK Written with a dual purpose in mind, Mx. Questioning acts as both an educational tool & a marketing stunt to raise awareness for the brand and its core values. - In order to get Q launched, investors and target group support are necessary, and this book is a launch point to get people and media talking about the need for gender queer representation in all aspects of life (including children’s literature & high street fashion). BRAND CONCEPT It’s a big, BIG world out there and somebody has got to Q it up! Discover the origins of the brand and our reason for existing. Adopted from the LGBTQ acronym, Q is an affordable and accessible high street fashion brand that prioritizes queer youth. In a world of conformity, we are here to set you free. Q the classroom! Q the metro! Q U!