# data[].attributes.body
Tiffany Fraser

DEI Consultant and Life Coach

Is true diversity a realistic ambition

If it wasn't something that we were working towards, no one would be in the room

Thinks conversations have gone quiet on EDI

There are more stories to be told

Make it authentic

Nikes story is fearless

Ben De Pfeiffer Key

Inclusive talent strategist and Coach

We are seeing a lot of conversations around what brands are doing for customers whether thats on religion, size or body type

How to improve product offering

Understand the customer

Engage with what the customer needs

# data[].attributes.headline
High social media penetration for wide leg trousers

# data[].attributes.subject
High social media penetration for wide leg trousers

# data[].attributes.headline
Wide and straight leg trousers are high performing

# data[].attributes.subject
Wide and straight leg trousers are high performing

# data[].attributes.headline
Maxi dresses have high social media penetration

# data[].attributes.subject
Maxi dresses have high social media penetration

# data[].attributes.headline
Maxi dresses are performing incredibly well in the UK

# data[].attributes.subject
Maxi dresses are performing incredibly well in the UK

# data[].attributes.body
For this collection, the inspiration will come from her most recent art and music

Espresso MV had her with a silk scarf on which has inspired the range and developed the products

The colour of her met gala dress and performance outfit at Coachella are the on trend colour from WGSN for SS/25 so this influenced the blue colour way

# data[].attributes.body
In many ways Sabrina Carpenter is a muse for Odd Muse

The shapes, colours and outfits she wears really represents Odd Muse

The brand have even made multiple comments on these similarities on social media

# data[].attributes.body
A Netflix documentary with an ex Iranian communist supporter and the exiled Queen of Iran discussing the 1979 revolution

# data[].attributes.body
Forced to sign a document to never make another from about Iran

Queen of Iran and family went thorugh exile

Farah lives in Paris now

Went to Paris to speak to Farah about the Shah

Farah was queen of Iran for 20 years but was exiled after the revolution

Thought Iran would have democracy and freedom with the end of the Shah rule but that was far from the truth

Mass executions began

Her brother was hanged at 17 years old

Khomeni demanded women to wear the veil which everyone thought to be a joke but it was true

"Regimes come and go but a new regime should be better or at least not this bad

# data[].attributes.body
Clarify

Problem statement: There is not good enough representation of modesty in retail

Ideate

Possible solutions: develop a range, adding sections on websites to navigate already most clothes, lookbooks and styling for modesty

Develop

Actual solution: Brining in product that suits the need of all without taking away from the brand identity

Different fits and lengths

Different details that suit the use

Implement

Implement an accessible modest range as the biggest need is to target women under 30 who want to be modest but still stylish in the work place and on occassions that is driven by the quiet and core luxury design trends. With inspiration from high fashion runways like Prada and Miu Miu

# data[].attributes.body
Going to open the pockets as this was something mentioned in one of my interviews about how this could be really helpful for people with medical issues especially in the stomach area

The belt will be redesigned so that you can choose whether to wear it or not as this is something that came up in my interview with Marjana that many muslims wouldnt wear something that would show the exact curves, wouldn't want it that tight

# data[].attributes.body
Pockets don't work

Belt is stitched

The store is very small so there is not much room to place product

VM has no modest options on it which could deter someone who dresses modestly from shopping there- this came up from Marjana in her interview as well

# data[].attributes.headline
Adding another dress to the collection...

# data[].attributes.subject
Adding another dress to the collection...

# data[].attributes.body
Rejected this idea now-will put in future recs

After comp shopping and really analysing the brand, Odd Muse have a stand out signature dress in only one or two colour ways that doesn't necessarily stand with one collection or another

Just a product in its own right so by taking inspiration from luxury brands Miu Miu and Prada I will add a dress inspired by their recent runways

# data[].attributes.headline
Modest Consumer- Personal Preference Modesty

# data[].attributes.subject
Modest Consumer- Personal Preference Modesty

# data[].attributes.body
Key things to consider

This can all really depend on the person as preferences can come from many different reasons

So just look for a brand that will offer all varieties of necklines, sleevelengths, shapes, fits and fabrics

# data[].attributes.body
These customer profiles are tailored to the brand Odd Muse but differ in the type of modesty they may prescribe to

# data[].attributes.body
Key to consider

Fabric must be comfortable, stretchy, maybe flowly in order to be happy wearing the items

Certain details like belts may need to be longer and thicker

Details like pockets can come in handy

# data[].attributes.body
Considerations

Covering the stomach area

For some covering the top of their legs and their arms due to aging skin

Also key to consider that it is generational

# data[].attributes.body
The amount someone will cover will depend on their own preference and confidence

May prefer loose clothing that has more room and may cover more

May choose to wear longer length dresses and baggier/wide leg trousers

# data[].attributes.body
Modest Considerations:

When the woman marries she will cover her head with either a wig or a scarf in public

Will cover essentially head to toe

# data[].attributes.body
Modest considerations:

In some cases like nuns they will cover hair with a habit but for this consumer this wouldnt be the case

The modesty does not cover head to toe but will not be very revealing

# data[].attributes.body
Modest considerations:

Most will cover head to toe in public but in all female environments wont always

Some will cover their faces

Some will prefer to wear much looser clothing and wont dress for style but will wear religous garments like an Abaya

# data[].attributes.body
The next collumn along has multiple customer profiles showing the differences in what each type of customer who may decide to shop at odd muse would look for

This impacted the designs because there are multiple considerations to be made in order to suit all modest requirements

For example, someone with medical issues may require more room around the waist which wouldnt be a consideration for a Christian however there was no comprimise on design and style, just comprimise on how accessible it is for all

# data[].attributes.body
Research tools I have used include books, podcasts, films, videos, articles, journals, databases and primary research

See primary research collumn with multiple interviews, a survey with 100+ responses and a focus group

Combination of exploratory and descriptive research, use exploratory to get specific consumer opinions, descriptive to find out shopping behaviours

See the other end of the padlet for all of the secondary research I have completed on the topic of modesty

See comp shop collumn for all of the primary and secondary research I have completed on Odd Muse and their competitive environment

See topic blurt collumn to find a lot of my research written out academicaly to consoldiate all of my research into one place

# data[].attributes.body
Professional position

Core industry trends, shifts and developments

DTC model a- BOF article on Week 2 seminar

Personal context

Look at the external world and show felxibility, adaptability and practical adaptation

Take where the industry is going, why should you do these things?

Marking and grading:

Must include core industry trends and topics

EDI, WGSN

Reference legality, regulations etc

Does you concept fit into whats happening within the fashon industry

# data[].attributes.body
Looking at my survey results there are a few things to take note

One of the struggles I found was reaching a turly diverse demographic

With a high % of white people answering

However the views are all mixed and there are still a lot of answers that are from other ethnicities

# data[].attributes.body
Took heavy inspo from their current best sellers

Potential to have a scarf accessory like hermes

# data[].attributes.body
Added colours onto the designs to bring them to life to see how they would actually suit the colour pallet i chose

Added grey in the insider areas of the garment to bring dimension

# data[].attributes.body
Added in seams to bring the garments to life

Researched into whether i should include the pockets- one tiktok of a navy dress they do had no pockets and there were loads of comments asking to put pcokets on the dress, so this must be in high demand a core feature for the brand so made sure to add pockets

Also speaking to Jak about medical modesty, it is handy if you have a stoma in her opinion as you can check the bag and it also helps distract from the fact that there is a bag underneath

Added OM logo onto scarf as they have added their logo on buttons (quiet luxury) and then added logo onto a cardigan and a dress (loud luxury) so this may attract consumer to buy over regular scarf

# data[].attributes.body
Took heavy inspiration on the best sellers for Odd Muse and adpated the core shapes and made them modest

This included long sleeves on the dress and jumpsuit

Turning the dress maxi instead of midi

Making the colar have a larger surface area to cover more

Introduce a scarf that can serve a modest purpose or just an accessory- took inspo from hermes

# data[].attributes.body
S- Create a big campaign launch idea as this aligns with the brand and what theyre currently doing

M- Produce a video/social post/ launch

A- Allocate 2 hours a week for this

R- This is a huge part of why odd muse is successful and they are growing so well

T- Complete by week 7

# data[].attributes.body
S- Create a focus group with Odd Muse consumers to get feedback from the designs

M- Conduct 1 focus group with direct target consumers

A- 1 hour of tume for it

R- It is key to see whether the range actually targets the consumer

T- Complete by week 5

# data[].attributes.body
S- Create a range well suited to Odd muse that is modest

M- Produce 3 separate concepts, developing the range each time

A- Allocate 2 hours a week to this

R- To make sure a lot of thought goes into the range and show a lot of thought has gone into it

T- Complete by week 3

# data[].attributes.body
S- Complete brand profiles and case studies on not only direct competition but brands in the market who are promoting modest collections

M- Complete a minimum of 6 case studies

A- Allocate 5 hours a week for this

R- To disect where there be a gap in the market but also find inspiration from those that are doing it well

T-Complete by end of weekk 3

# data[].attributes.body
The brand is still very small and many brands have already ripped off the brand, which could mean that these same brands could steal the collection and the modest concept and be more successful with the launch

# data[].attributes.body
Obviously DTC selling is increasing however with the prescence they have in Harvey Nichols, this can resonate with a large portion of the modest consumer base

A lot of international tourists of this demographic shop in Knightsbridge due to its luxurious stature and being able to find the modest collection here could be very beneficial for trade

Opportunity for a big launch like the covent garden launch

Getting real people with real stories to wear the brand and share their experiences could get a reall response from the potential consumers

It is important to note the strategy has to allign with the brand and needs to be bold as this is what they have previiously done and it has been very effective

# data[].attributes.body
Without real experience with/ in the brand, knowing their sales numbers and direct consumers it is hard to know whether this range will also be a best seller for the normal customer

This is very important because they rely on the brand for constant innovation and good style and quality, so with a collection directly targeting a group of consumers this may not sit well with their current group

Even with all of the research with people from different backgrounds and perspectives, without speaking to every culture and every religion, it would be hard to know what the impact of this launch will have on each sub group

This could potentially cause an issue for the brand especially naming it with the word modesty

# data[].attributes.body
There is a huge gap in the market that OM are operating in

Mid luxury brands and lower end competition do not have a range specifically catering to modest dressing

The modesty market is growing massively so it would be sensible to invest

OM has a website dedicated for the middle east

This is a region where modesty is very common so this would appeal to this consumer base even more

# data[].attributes.body
Weather

Climate change

Sustainability

Pollution

Recycling

# data[].attributes.body
Laws

Health and safety

Consumer safety

# data[].attributes.body
Level of innovation

Tech changes

Cyersecurity

# data[].attributes.body
Lifestyle attitudes

Population age

Health

Target demographic

Culture

# data[].attributes.body
Inflation rate

Exchange rates

Interest rates

Disposable income

Unemployment rate

# data[].attributes.body
Tax

Brexit

Trade policy

Political stability

Government policy

# data[].attributes.body
Why did I reject it?

I had no spark or inspiration for the range, i wanted to feel connected and inpsired by what i was creating and the brand didnt feel exciting enough

The brand actually wasn't very fitting either it was just conveinant after my 3 week work placement i had the right connections to back up the range

However, this wasn't convincing enough for me to follow through with it

# data[].attributes.body
Create a modest lookbook for a brand

Why did i reject it?

Because it felt like it would have little to no substance and i wasnt sure how i would incorperate any research into the project

I also have no confidence in indesign which was my main concern especaily with such a short amount of time, and i wanted to go into FMP feeling confident about my skills so i knew i would do well

# data[].attributes.body
Why did I reject it?

I felt like i couldn't do the topic justice as with such a low word count, i wasnt able to look at all cultures, religons and preferences, so i felt as if the research would end up feeling unfinished

I also wanted to produce something creative and have an example of how my research could be applied

I also wanted something physical to show employers when i graduate and i felt like a report wasnt enough

# data[].attributes.body
S- Perform comprehensive market research to find if there is a demand for modesty in the UK

M- Complete a data table filled with at least 10 graphs and charts

A- Allocate 5 hours a week to this

R- Understanding the market is imperative to producing a commercial range

T- Complete by end of week 2

# data[].attributes.headline
GOAL 1- CONDUCT RESEARCH ON MODEST ENVIRONMENT

# data[].attributes.subject
GOAL 1- CONDUCT RESEARCH ON MODEST ENVIRONMENT

# data[].attributes.body
S- Peform comprehensive research on why people from different backgrounds and experiences choose to dress modestly

M- Produce 15 pages worth of the collated research using interviews getting real stories

Achievable- Allocate 10 hours a week

Relevant- Its key to undestand why people dress mdoestly in order to create a range that suits all requirements

Timebound- Complete by week 4