Samenvatting

This report is the result of the bachelor graduation assignment, which in this case was a development of a fashion collection for a start-up company Odevy CS. The vision of this company is to become a leading brand of sustainable clothing in Slovak and Czech markets which makes a positive impact in communities where we live and work. The aim of this thesis is to develop a capsule collection for men and women aged 30+ that consists of limited items that are interchangeable, meaning all items of the collection can be worn between each other, and transformable, meaning the garment´s length, collars, cuffs, or other parts can be adjusted by any fastening mechanism. The first research method used during this process was a quantitative survey in the form of a questionnaire designed to analyze consumer´s preferences in clothing. Based on the results, first sketches of garments were made to illustrate a collection that would consist of items that consumers wear the most. Subsequently, an expert interview with a stylist was used as a qualitative method. Based on the findings, a decision to include transformable garments into the collection was formulated. New sketches were made with the approach of making most of the items drawn earlier transformable. An expert consultancy was planned after this to discuss the possibilities of construction. This was conducted with a fashion designer and a tailor and was also a part of the qualitative research. Based on the information gained during the second expert interview, the final collection was designed. The final collection of womenswear consists of nine items and the collection of menswear of ten items. Two items of the collection were also made physically to prove their possibility to be constructed and for the purpose of organizing a focus group so participants can evaluate a real product as well. Results of the focus group conducted with female participants show that both the final collection and the prototype meet the wishes of the target consumers. From the male participants, two of them were rather skeptical about the concept, especially from the practical side of it. Next to this report, a video of a fashion campaign was made. This served as a creative visualisation of the project and a suggestion for Odevy CS to launch their brand, as a lot of people in Slovakia are still not aware of the fashion industry threats. The link for the video can be found in the chapter 5 under the section conclusion.