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Dare to try with Fox : concept book for Fox’s existing lifestyle line

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Dare to try with Fox : concept book for Fox’s existing lifestyle line

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QUOTES “[The] concept book contains conclusions from research on the brand Fox Racing, trends, target group, competitors and communication. Resulting in an effective concept including a design briefing for Fox’s existing lifestyle line to place Fox in today’s fashion market - and create brand awareness among a new target group.” “Fox Racing is a motocross brand with a extensive history. It started back in the 1970’s when founder Geoff Fox established a small distribution company that sold motocross parts and accessories such as motocross gear. Soon after, Fox set up its own professional motocross team with unique, handmade racing outfits and got the attention of the whole motocross world with the characteristic red, yellow and orange gear.” “[…]it’s not shocking that fashion brands have worked with some motorsport motifs, but this year has definitely proved that motocross elements are gaining more attention. More fashion brands have been inspired by the world of motocross for their 2018/2019 collections. So what’s the deal with dirt bikes and high-end fashion? Fashion conscious people should know the answer: streetwear.” TABLE OF CONTENTS // LET’S BEGIN : Born from dirt (Fox brand introduction). - Fox meets fashion (Relevance and challenge). - The fashion conscious non-pro (Target group). - Meet Julia (Persona). - Insight target group. - Insight Fox // ROLL-OUT : Dare to try with Fox (Big idea). - Vision (Big idea). - Mission (Big idea). - Design briefing. - Own the MX trend (design briefing). - Fox’s new neighbours (Competitors and point of difference). - Act like fashion (Distribution strategy). - Online behaviour (Influencers and Instagram). - Communication (Shopping bag and hang-tag) // IT’S A WRAP : Thanks for hanging out (Conclusion). - Credits (Sources). - Appendix

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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