IDEAS AND TARGET AUDIENCE

Our initial idea for inspiration was the outdoors; plants and nature as we decided on creating designs for an outdoor area. However we found that this was too narrow of an idea, not all of our styles suited floral and plants, therefore we kept this idea but looked at WGSN trends and found the 'Empower up!' trend. Looking at this trend of S/S 20 we found a suited colour scheme that we all agreed and also looked at the print and pattern trend which has given us lots of inspiration; stripes, checks, abstract and floral, a wide variety which works well with our brief and with the group.

I created a mood board for the Empower Up! trend:

We wanted to focus on adding playfulness into the Hunter collection, as looking previously at designs they have created, they have added playfulness into their designs, this gave us the reassurance that this playful idea will still work and would hopefully not become 'tacky'; still keeping it's middle-upper class audience. Our agreed target audience for this collaboration is a wealthy young family, making sure we keep that sophisticated, higher class audience, but also making the designs family friendly by being a bit more vibrant and fun.

To make sure we created designs that appeal more towards the higher class and keep that sense of sophistication, we researched other homeware brands that have similar style and audience to get an idea of what sort of designs we need to consider.

Joules and Orla Kiely were two of the design brands I created mood boards of, looking at their styles and designs:

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We also created a mood board as a group, looking at market research, viewing what other companies and designers are selling their products for and what types of products they're making. This enabled us as a group to understand what the difference is between two companies that are either end of the market spectrum.

I also looked at a selection of Hunter's garments to see what sorts of styles they're currently using. It seems to be more block print, plain colours, checks and large logo prints. We have interpreted their ideas into our own work by using elements but also changing these to create new, exciting designs.