SS 2013: VIBRANT LIFE |
This collaborative project was completed for a University of Minnesota Product Development course that included a team of five retail merchandising students and two apparel designers. The group presented and pitched the line at Target Corporate Headquarters, winning the 'Best in Show' award from the votes of Target employees.
RESEARCH BACKGROUND
Vibrant Life is a yoga-inspired activewear line that bridges the gap between high performance athletic apparel and fashion-forward streetwear. Market research findings indicated that yoga is the fastest growing sport in participation, increasing by 28.1% from 2009-2010 (Mintel). Despite its fast growth, yoga apparel is still an underserved, underrepresented market, providing an enormous opportunity for Target stores.
Research also indicated that yoga is considered to be a luxury form of exercise, because it involves centering the mind, body, and spirit. For a Target guest's busy life, taking time for herself is a luxury experience, and the Vibrant Life message encourages her to do exactly that. Vibrant Life incorporates activewear inspired by India, the birthplace of yoga, and 2013 RTW trends that give the garments a greater fashion appeal. The line includes 5 activewear garments and 3 layering garments that can be worn before or after the guest goes to yoga or even in her casual wardrobe.
Lizzie designed the presentation boards, including the target market & inspiration boards that frame the garment designs.
Illustrated Outfits show the effortless versatility of styling options within this vibrant collection.
Flat Illustrations with Colorways and technical information.
Prototype of one of the signature tank tops. Nylon/spandex tank top with mesh shelf bra and built-in soft bra cups for coverage and support.
Hang-tag designs educate guests on how to conserve their bodies and minds through specific yoga poses. These tags ensure that guests would be educated about yoga as the new line is introduced in Target stores.
Floor pad design is very simple, featuring the vibrant colors of the garments and logo against bold black accents.
Lizzie's team featured a mannequin on a modern table dressed in a signature Vibrant Life look. Rather than intimidating Target's guests with impossible tricks, the mannequin features an approachable pose that will attract many guests.