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COS (Pause), a brand extension into self-care products

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COS (Pause), a brand extension into self-care products

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QUOTES “In a world of excess speed, we have forgotten to slow down, cherish the now and connect with, and prioritize, our inner well-being instead of everyone and everything else. – COS (Pause) is about giving yourself a moment of stillness and care. - Leather, silk and wool from the garment collections are translated into practical self-care essentials that elevate the everyday by restoring, charging and unwinding the mind, body and soul.” “Inhale. (pause). exhale” RESEARCH QUESTION How could fashion brands cater to the growing millennial consumer need for slowing down? SUBQUESTIONS Re: THE TREND: 1.What is the slow movement about? - 2.What is driving the need for slowing down? - 3.How does the trend manifest itself? Re: THE TARGET GROUP: 1. What are the needs and values of the stressed Millennial consumers? - 2. What are the different segments of millennial consumers who need to slow down? - 3. What is their perception of slowness/mindfulness? Re: MARKET: 1. How do brands currently cater to this need and target group? (The current market) - 2. Which trends in the market relate to slowing down? - 3. What are the opportunities for fashion brands? - 4. Which brand could cater to the target group’s needs and how?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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