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Vetements Care : line extension and creative strategy

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Vetements Care : line extension and creative strategy

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Samenvatting

QUOTES “Brands are struggling to push consumer good innovations, due to the die-hard laundry habits of consumers. - Consumers rarely read the care label and superficially divide laundry based on colour, rather than the need of the fabric. - Asian laundry industry is a front-runner in product innovation, yet is rarely acknowledged as one.” “The Care collection is a disruptive and creative extension of Vetements’ product range, while being an authentic sustainability promise inspired by and created for a better future of the fashion industry. - There will be no new collection by Vetements next season. Instead - during Couture Fashion Week, Vetements will launch international experience-focused pop-ups,accompanied by the launch of Vetements Care - their first sustainable garment care collection - an answer to the critiques aimed at Vetements’ garment quality and longevity and a critique towards fashion’s production principles and integrity.” RESEARCH QUESTION: How can Vetements prolong the life of their garments to establish themselves as a sustainable brand?

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelor
TaalEngels

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