formative 2 by Callum Rowell

Identified issue and strategic solutions

crowell0120231_2 — 2024-05-21 11:44:42 UTC

With moss having a great brand history it can be seen as an ‘old fashion company’ so to modernise it, the summer collection will be in AI form. This is like a pre order scheme where online and on technology in-store customers can view the collection with an ai try on before purchasing, once purchased the garment will be produced/ delivered to the customer or instore. Their custom made suits take 28 days to arrive thai could possibly be the same time period as the ai collection.

This is strategic as it can be more sustainable, they can use consumer insights to see their target market etc. this collection will then have a celebrity campaign to also show fluidity and modernisation of the brand. By having this campaign it allows moss to target a new demographic but also show how their products don't always have to be worn at formal occasions. Our idea is with the celebrity / music artist dave where he will host a launch party with himself performing in store and also have talks about the campaign. this will also go into dave wearing moss suits on red carpet events.

mock-ups, visuals, and examples of how the proposed solutions can be implemented.

crowell0120231_2 — 2024-05-21 11:46:22 UTC

The rationale behind each solution, tying them back to the brand's identity and goals.

crowell0120231_2 — 2024-05-21 11:46:58 UTC

We chose these solutions to modernise Moss while respecting its rich 173-year history and commitment to quality. Launching an AI-powered summer collection allows customers to preview, digital try on and then order items online or in-store before they're made, making shopping more innovative and sustainable, similar to their 28-day custom suit process. This approach reduces waste and uses customer data to meet market demands, aligning with Moss's goal of being admired for its craft and sustainability. The celebrity campaign refreshes Moss's image, showing their clothing's versatility and appealing to a younger audience and a much broader audience.

crowell0120231_2 — 2024-05-28 11:22:55 UTC

Firstly, the summer collection will be a Virtual AI release where customers can see virtual avatars similar to them selves showcasing the products.

Secondly, this collection will then have a celebrity campaign to also show modernisation of the brand. By having this campaign it allows moss to target a new demographic audience.

Thirdly, with this celebrity campaign Santan Dave will host a launch party and talk. this talk will mention the fitting processes for his suit and how everything was done virtually.

Lastly this collection will be showcased on Dave in one of his red carpet events.

Showcase visually appealing mock-ups

crowell0120231_2 — 2024-06-04 08:45:39 UTC

Showcase visually appealing mock-ups

crowell0120231_2 — 2024-06-04 08:46:04 UTC

Showcase visually appealing mock-ups

crowell0120231_2 — 2024-06-04 09:47:43 UTC