MADEWELL X PEGGY NOTABAERT MUSEUM
COLLABORATION PROJECT
Textile Design, Fashion Design, Product Development, Marketing Strategy by Celeste Miller
PROBLEM: To create a business strategy for a brand collaboration that would be both meaningful and beneficial for both parties. One collaborator must not be associated with the fashion industry. The mission is to strategize and justify the collaboration for a fashion brand, design a unique capsule collection to monetize the event, develop a costing and sourcing strategy, and finally, ideate a successful and viable marketing strategy for the collaboration.
STRATEGY: To identify a brand that was in need of extra PR, as well as a partner that would be both meaningful and benefitted from the collaboration. Additionally, this brand should be open to collaborations, as well as have a clear aesthetic possible to mimic. The collaborator should be somewhat unknown, a surprise, and match the target consumer of the chosen partner brand.
SOLUTION: Madewell x The Peggy Notabaert Museum makes for the ideal collaboration because it is unique, meaningful, as well as perfectly aligns with Madewell’s current consumer base for its new line of wearable lingerie.
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The Wise Millennial
Age: 20-27 but is acts like she’s 35
Location: urban city-dweller
Socio-Economic Status: upper middle class-upper class
Favorite Music: classic Italian opera while she’s working or cleaning, some Ed Sheeran-like pop on her commute.
Favorite Movies: Breakfast at Tiffany’s, Roman Holiday, The Breakfast Club, The Virgin Suicides, The Princess Diaries.
Favorite Brands: Madewell, Anthropologie, Club Monoco, Chloe.
Favorite Activities: picnics in the park, yoga, cooking, reading, visiting museums, sample sales.
