Delicious Denim 1

Delicious Denim

2 Delicious Denim

Group 4di

Juanita Inez Prawitasari

Lisa Schröder

Elena Thyssen

Edith Kofl er

Maike Weiser

M2Di

Delicious Denim 3

Table of Content Brand Story

Research

Clothing Concept

C2C

Product Description

Marketing Strategy

Conclusion

References

Trends

Destep

Vision

Mission

Brand Values

Target Group

Positioning

Brand Identity

Strength & Strategies

Main Objectives of Strategy

Colours

Fabrics

Design Description

Price Tag

USP

Look of Brand Store

4-5

6-11

12-19

20-23

19-24

25-27

28

29

4 Delicious Denim

Brand Story

Delicious Denim 5

Juicy Balmy Deliciousness

A tree, high and

impressive on a wide lawn. Stretching out its branches, it

seems majestic and big. A gentle breeze brushes through

the leaves. The trunk is bulky and its roots go deep into

the cold and dark ground. Colorful fruits adorn the tree’s

crown. Some of them are still unripe, some were damaged

by hungry birds or chilly storms, but most of them are lusci-

ous and delicious - mature. They are fi nally ready to leave

the tree behind and to draw the attention towards them-

selves.

Delicious Denim uses the fruit as a metaphor in two different

ways.

Firstly, the ripe fruit represents the target woman. She has re-

ached the stage of her life, where she is no longer tied to

society ’s ideals of how she should behave, be it as a mo-

ther, a wife or as a woman. The fruit leaves the crown and

so does the woman. She frees herself from any unrealistic

expectations that were thrown at her to focus on what’s

most important: her own self-fulfi lment. As the powerful, ma-

ture and experienced woman that she is, she clearly does

not want to be pushed in any direction, but express her in-

dividual being and her confi dent attitude. For that reason

she wants clothing that suits her feminine body, that sup-

ports her and that manifests her juicy and unique character,

her inner fruit.

Secondly, the fruit represents a never ending life-cycle.

This cycle starts with a single blossom that, under the right

conditions, slowly develops and forms its extraordinary and

particular shape. As soon as the fruit is ripe, it will leave the

tree and spread the seeds and nourish them, so that a

new tree can grow.

Delicious Denim follows this principle by adapting the C2C

philosophy in its concept. Taking the fruit metaphor very

literal, we chose unconventional textiles made out of fruit

fi bres, such as coir, pine apple and banana. These fi bres

are blended with other natural fi bres and are therefore

100% biodegradable. That makes the garment suitable for

disassembling and recycling. The whole production forms a

closed circle in which material is taken from nature and gi-

ven back to nature.

6 Delicious Denim

Research

Delicious Denim 7

Trends As a starting point,

we were looking at upcoming and already existing trends

in our society, which are most likely to infl uence our poten-

tial customer. We found a lot of inspirational materials that

have helped us to slowly develop a matching and cont-

emporary concept.

There were 5 trends that we found especially important to

our cause.: In fashion, there is currently an upcoming trend

to hire more mature models for photoshoots and catwalk

shows. They are a welcomed change to the underweight -

and often underaged - girls that have dominated fashion

for years. These women radiate this unique self-confi dence

and experience and their ripe skin and shaped bodies

are inspiring and beautiful. However, this trend is not restric-

ted to elderly women. A parallel movement is giving very

femininely shaped women a new self-esteem and a public

plattform. The most prominent example is probably Beth Dit-

to who poses naked on fashion magazines and even desi-

gned a plus size collection for the fashion brand Evans.

Another trend is the growing demand for SPA and wellness.

The faster and more stressful the world gets, the more im

portant it is for the people to take better care of their he-

alth and to spoil themselves every once in a while. This be-

comes visible when one takes a look at the increasing spa

offers of hotels and gyms, or even with the exotic fl avours

and wellness mixes on the tea shelf in the supermarket. This

development goes almost hand in hand with the rise of the

healthy lifestyle. An increasing popularity of organic food,

the promotion of excercizing and a gym-culture, but also

showing a sustainable consumer behaviour belong to this

trend.

Last but not least, we fi nd the selfmade trend very inspiring

for our concept. People have picked up the old trades such

as knitting, cooking, building or farming as a hobby and

even sell their products online with great success. It is not

about perfection and mass-production anymore, but rather

creativity and uniqueness.

Concluding, it can be said that all these trends convey a

feeling of being in unison with yourself, doing the things you

like and live your life. Inspired by this, our brand aims to be

an answer to today’s fast, stressful and often complicated

world!

8 Delicious Denim

Delicious Denim 9

Destep Delicious Denim is planning

on opening its fi rst store in Rotterdam in the Netherlands. In some

points, the Dutch market and consumer behaviour can be quite

distinctive from other countries, which is why it is necessary to take

a closer look at the most infl uential factors for a starting business:

the demography, economy, socio-cultural, technology, ecology and

politics.

Demography As in many other

European countries, the birth rate in the Netherlands is declining. In

2008 the estimated growth rate of the population was 0.436%. Also,

the people are getting older than they did before which is leading

to an aging society. A raise in demand for senior-focused products

and new marketing strategies is expected.

The immigration rate in the Netherlands is surprisingly low. Only 2.55

people out of 1000 are of a non-Dutch origin. That is 19.1% of the

population.

The average height is 1.81 metres for males and 1.67 metres for

females. This might be an important factor to keep in mind when it

comes to product development, especially in fashion this should be

considered.

Economy In general, the Dutch

economy is quite stable, which is why the Netherlands are amongst

the 20 largest economies in the world. A big part of the income is

achieved by trade with other countries. The most important export

partners of the Netherlands are Germany, Belgium, UK, France and

Italy.

Even though the Netherlands were affected by the fi nancial crisis of

2008, its economy recovered quite fast. The GDP is currently at 0.2

%, which indicates a growth.

Also, the Netherlands have the lowest unemployment rate of the

entire EU, being at 4.1% (according to April 2010 measures).

The Dutch economical success could derive from its excellent

infrastructure.

While the physical retail trade still has not recovered completely from

the crisis, the internet retail is fl ourishing. This year, there was again

a growth of 9% internet sales in comparison to 2011. These fi gures

indicate that the E-Commerce will continue to grow and become

more and more important, if not inevitable to businesses.

10 Delicious Denim

Social-Cultural The Dutch people are known

for being very tolerant and open-minded. They love to experiment

and maybe even provoke at times. Even though the Netherlands

are world wide notorious for their liberal views on such critical matters

as drugs, prostitution or house occupation, it is important to know,

that these things are only tolerated, but not really legal. On the

contrary, there is a movement going on amongst the population that

demands stricter laws and a reduction of coffee shops, brothels and

frivolous behaviour.

However, even if the Netherlands became a lot tamer, they would

still be quite avant-garde in comparison to most other countries,

because it is the mindset of the people. As an old seafaring nation,

the Dutch have always been curious and innovative and it is a fi xed

part of their mentality.

Technological The Netherlands are

technologically quite advanced. The people are not shy for new

inventions and usually embrace novelties fast. Especially in the fi eld

of banking and cash-free purchasing, the Dutch have one of the

most progressive systems in Europe. The most prominent examples of

the Dutch technological advancement are probably the chipknip,

which makes it very easy to pay small amounts without cash, and the

OV-chipkaart which is used in public transportation.

Ecological The Netherlands

are very affected by the climate change, because of their unique

location. 70% of the country lies beneath the water level and

therefore it is very endangered by the melting of the polar ice

caps as this will cause fl oods and other meteorological and

environmental catastrophes. To prevent that, politicians have

set up a plan that focuses on issues such as climate change, air

quality and the protection of biodiversity and nature. It is called

Toekomstagenda Milieu. In addition to that there are also a lot

of regulations that business owners have to take into account. For

example, the logistics could be affected when cars and trucks are

not allowed to enter the city without a permit, as it is the case in

many Dutch cities.

But, not all is bad. Due to their location, the Dutch have a lot of

advantages when it comes to natural resources. Renewable energy

sources in particular are very available, because of the access to

water and the wind.

Delicious Denim 11

Having considered all these important aspects, the

Netherlands seem to be the right country to launch the brand

Delicious Denim for several reasons. First of all, the Netherlands were

not as affected by the fi nancial crisis as other European countries,

which is partly due to its great location that enables them to export

and import goods easily. Also, the subsidies and the availability of

renewable energy resources is a great advantage for a brand with

sustainable motives. However, the most important factor that shows

that Delicious Denim could be successful in the Netherlands is the

people. As the Dutch mentality is very open-minded and curious

about novelties, it is quite likely that the customers will embrace this

new concept fast and make the entrance of the brand into the

market unproblematic.

Political The Dutch parties VVD,

CDA, D66, GroenLinks and ChristenUnie agreed in their sessions in

spring 2012 on a rise in VAT. This rise from 19 to 21% VAT became

effective on 1 October 2012 and is already ran against by

several retailers, suppliers and organisations. Especially the fashion

businesses might suffer from this rise of taxes, because they are not

able to raise the prices in the most important sales season. So, they

are making 2% less profi t on every item, which could really become

a problem for the small enterprises that are on a tight budget and

counted on their forecasted revenues. Organisations that fi ght for

the cancellation of this tax rise are among others CBW-Mitex, MKB

Nederland, Detailhandel Nederland and Modint.

Besides that, the Dutch government offers companies and start-

ups many possibilities in the form of subsidies and tax paybacks.

These funds try to stimulate creative ideas (innovatiefonds MKB+),

the expansion of a business into other countries (Partners for

International Business funds) and sustainable thinking and acting

(Milieu-investeringsaftrek).

12 Delicious Denim

Clothing Concept

Delicious Denim 13

Mission Delicious Denim

wants to act in the moment when most of the other fashion

brands lose their interest in the femininely shaped bodies of

middle aged women. Therefore we provide her with a unique

product that does not only underline her self-confi dent and

mature personality but also reveal her feminine curves th-

rough a comfortable, well-fi tting and dashing design.

Vision We see women in

their 50s as self-confi dent, authentic and feminine. But most

importantly, they are women who fi nally have the chance to

draw the attention away from their responsibilities as mo-

thers and to prioritize their self-realization.

14 Delicious Denim

Natural pride Our jeans brand

admires nature and treats it with respect and care. Instead

of putting environmental issues aside, we feel inspired by

our natural surroundings and consider it as a unique pos-

sibility to widen fashion’s horizon and to fi nally take action.

Doing less bad is not enough! We want to do good and

therefore follow the C2C philosophy.

Brand Values

Seductive comfort There is no mys-

tery in being attractive and having a positive charisma

on the people that surround you. It is a simple question of

feeling good in what you are wearing, no pulling and no

pinching, just the pure and enjoyable comfort. A combina-

tion of carefully chosen fabrics and an innovative cut will

ensure an unforgettable clothing experience.

Delicious Denim 15

Juicy confi dence Being confi dent

does not mean being austere, predictable and preferab-

le always on the safe side of life. Neither is it about stub-

bornness, conceitedness or an uncompromising attitude.

We aim for the self-reliant and fearless, the charming and

the frisky ones, whose refreshing personality is a welcomed

guest, respected and not feared.

Unique Authenticity Instead of aiming

for perfection, we’d rather say: „Embrace imperfection!“.

Delicious Denim considers fl aws in every sense auspicious

and an inspiring trigger to create diversity. We choose

unique over ordinary, surprising over predictable and exci-

ting over shallow. Using unconventional textiles, that result in

rough and exciting designs.

16 Delicious Denim

Target Group Delicious Denim targets

women who are self-confi dent, independent and

lively. The brand’s main focus lies on their beautiful

and juicy curves.

Experience has taught this woman to respect her-

self and her femininely shaped body. She does not

feel the need to squeeze herself into her daugh-

ter ’s jeans and to pretend to be something she’s

not! Our target woman feels in unison with herself

and holds her body in high esteem. She feels confi -

dent about it and wants to convey this feeling also

to the outside.

Choosing quality over quantity is one of her princi-

ples and being true to this philosophy, she searches

for a deeper meaning and the story behind her

purchases. Sustainability and environmental protec-

tion is therefore considered an important matter.

This woman is like a juicy and succulent fruit: power-

ful and seductive, her refreshing attitude equals an

explosion of taste.

Delicious Denim 17

Positioning

Since our products are fashionab-

le and comfortable, it is therefore

uniquely fi tted to our target group,

the market positioning should be

located in the mid range in style

and the upper range in design fo-

cus.

18 Delicious Denim

Brand Identity

Delicious Denim’s

direct competitors are GAP, Esprit, Mexx, Escada, Gerry

Weber, MAC and especially BRAX. These brands are the

most common jeans brands for women in the age of 55+.

They are intend to look classy with a higher focus on qua-

lity than style. The problem with the existing brands is that

they either aim for a much younger target group (like Esprit

and Mexx) and therefore the fi t is not suited for elderly wo-

men, or they’re targeting the 55+ generation, but have a

rather plain and conservative style. Delicious Denim wants

to differentiate itself from the competitors by fi lling this gap.

We want to combine comfort and style in all the garments

and offer clothing that is appropriate for the age group,

but far from being plain!

Strength and Strategies

Our strength

is that we have discovered a gap in the market: the lack

of the perfect jeans for women at the age of 55 or older,

whose bodies were subject to change. With the special

cuts that Delicious Denim has, it gives them the opportunity

to feel comfortable, fashionable and sexy again.

It ’s important for Delicious Denim to be as sustainable as

possible, so the recycling of the old garments and usage

of organic fi bres is one of the brands main aspects.

Delicious Denim 19

bar in the shop a large assortment of refreshing drinks and

juicy smoothies. Furthermore the opportunity is given to ask

questions to the employees about our way of producing

and the brand’s principle.

Moreover, Delicious Denim wants to seduce its customers

with the smell of fresh fruits and with the sound of pleasant

nature noises as they enter the store. Also, there will be

a tree in the centre of the store. It is supposed to bring

across our brand story and core values to the customer, as

the tree and the fruits are symbolic for the brand-customer

relationship and our C2C concept.

Our clothing will be colourful, sensual, easy to combine

and comfortable to wear and will therefore underline the

brand image of Delicious Denim.

Main Objectives of Strategy

With the Delicious Denim collection,

we want to expand the limited market of clothing for wo-

men over 55. The woman, who is interested in nature and

aware of sustainability, will be attracted to our clothing line

and our brand concept.

Our store will create a comfortable and casual atmosphe-

re. We intend to give the customer the feeling of emotional

security and build up a trustful relationship.

We put a lot of emphasis on friendly and attentive staff. In

addition, we offer a wide range of services for the custo-

mer, so that they feel welcomed and well advised in our

shop. For instance, our staff will help the customer to take

their exact measurements to fi nd the right size and to de-

termine what style would suit them best. There will also be a

C2C

20 Delicious Denim

Delicious Denim 21

Raw material harvesting and processing In order

to form a fully environmentally friendly garment life-cycle, Delicious

Denim starts its C2C philosophy already in the fi bre cultivation.

Using fruit fi bres extracted from pine apple, coconut and banana, it

is convenient to choose a tropical and hot climate for their planting,

where the fruit is actually native. In fact, with this decision, Delicious

Denim wants to support Fair Trade commerce in developing coun-

tries. This means that we want to ensure fair pay, good working con-

ditions, health and safety for our workers. Consequently, but also to

protect the environment, is it important to mention that Delicious De-

nim uses natural insects, like ladybugs, grasshoppers and caterpillars

to lower pest applications immensely. Besides that, no-till farming

practices help save wildlife habitats of birds and other animals and

reduced tilling practices also save fossil fuels and reduce runoff.

Fiber processing yarn manufacturing After the fi bre

manufacturing and processing, they will be blended with other bio-

degradable fi bres, such as organic cotton and lyocell. This improves

the yarn capacities such as strength and durability and a closed

natural cycle can be maintained.

Coir extraction: The fi bres of the coconut can be extracted with the

help of a machine which makes the production a lot easier and

more effi cient. Prior to the actual extraction of the fi bres, the coconut

husks have to be immersed in water tanks for approximately 5 days.

Then the moist husks are fed to a coir fi bre extraction machine whose

several knives shred the coconuts and give out the fi ne fi bres.

Banana (leaves) extraction: With the banana fi bres there are several

possibilities to extract the fi bres and they all have a different effect

on the fabric properties. We chose for the Japanese system, becau-

se there the fi bres turn out fi ner and smoother than for example with

the Nepalese system. With the Japanese method, the leaves and

shoots of the banana plant are fi rst boiled in lye to prepare the fi b-

res for the yarn-making. The banana shoots, however, are made up

of fi bres with different degrees of softness and therefore they have to

be separated before being processed futher. The outer fabrics are

rougher and would therefore be blended with likewise materials such

as cotton or hemp to produce a solid fabric. The inner fi bres, howe-

ver, are quite soft and would be blended with silk or lyocell instead.

Pine apple (leaves) extraction: First the long, spiny leaves of the pine

apple plant are cut from the tree. Then, with a sharp tool, the fi bres

are pulled or scraped off the leaves revealing, long and fi ne strands.

The fruit fi bres will be mostly be blended with lyocell and or-

ganic cotton. We chose these fi bres because of their several pro-

perties. The lyocell is like viscose a very smooth and light fabric, but it

is much more eco-friendly because (unlike the viscose) its production

doesn’t engage any toxic chemicals. The organic cotton, however, is

22 Delicious Denim

very versatile. It can be either soft and fl owing as a fabric, or rough

and solid. And its organic cultivation of the crops is also environmen-

tally friendly in contrast to the conventional cotton.

Dyeing process Even in its dyeing

process Delicious Denim relies completely on nature. For most colours

we will make use of natural dyestuffs that were extracted from fruits,

vegetables, roots and plants. The advantages that come from natu-

ral dyeing are priceless. It is not only very sustainable in the dyeing

process with a low water and chemical usage, but it is also comple-

tely biodegradable when the garment is worn out. Also, the colour

creates very unique and charming shades that could never be

achieved with conventional dyestuff. Opposing to chemical colours,

the natural dyes are absolutely free of heavy metals, chemicals and

therefore absolutely non-toxic.

Even though almost every colour can be achieved with fruit and

vegetable dyes, Delicious Denim will focus on another colouring me-

thod for their blue jeans and garments. As blue jeans are a classic

product, we don’t want to miss them in our assortment. But, as indigo

is usually very harmful to the environment, we will work with an alterna-

tive that can save up to 92% water, 30% energy and produces 87%

less cotton waste. The dyestuff was launched by the brand Clariant

and is called “Advanced Denim”. It is an eco-advanced, concentra-

ted liquid sulphur dye that only requires one sugar-based reducing

agent instead of several harmful chemicals that are engaged in the

conventional dyeing process. And opposing to the other dyes, the

“Advanced Denim” only has to go through one single dyeing vat ins-

tead of 15.

By engaging these two dyeing methods, Delicious Denim will not only

be able to make major savings in resources such as water and ener-

gy, but it will also ensure that this very critical stage in the jeans pro-

duction process is sustainable and gentle to the workers and the

environment.

Design As in the fi bre

processing, Delicious Denim follows also in the design phase the “no

waste” principle. Therefore we want to adapt Cad Cam programs in

our production system. With computer aided prototyping, such as

Modaris, fabric waste and transport costs and emissions can be re-

duced drastically. In order to reduce fabric waste in the production,

Delicious Denim will be working with no waste patterns and fully fashi-

oned knitwear. Furthermore are we going to use the denim cutting lef-

tovers for details or accessories on the garments.

Delicious Denim 23

Garment production In its garment

production Delicious Denim focuses on a few important aspects:

1. As mentioned before, Delicious Denim works with no waste pat-

terns. This means that the focus will be particularly drawn on how the

patterns are cut out. Besides that we are also offering fully fashioned

knitwear. With this knitting technique we are able to produce custom

pre-shaped pieces of a knitted garment. Fully fashioned knitting cuts

down on the amount of material required to make a garment by eli-

minating selvages and the remnants that would be left after cutting

from a rectangular fabric sheet.

2. In order to maintain some consistency throughout the C2C cycle,

also the garment’s embellishments will be biodegradable. Buttons

and zippers for instance, will be produced with biodegradable and

recyclable materials like wood pulp.

Selling The brand sells its

products in recyclable shopping bags, produced from fabric waste.

The robust and practical design attributes to the shopping bag’s mul-

tifunctional character, getting the maximum benefi t from this product.

Returning the used Delicious Denim product to the store forms the last

part of the C2C life cycle. Depending on the condition of the product, it

will be disassembled and either recycled or downcycled.

As with other waste management strategies, recycling saves resources.

The most common technique of extracting fi bre from fabric involves me-

chanically tearing the fabric apart using carding machines. Breaking the

fi bre, however, causes a much shorter fi bre length, which when spun, tends

to produce bulky yarns. By using another method, which avoids mechani-

cally pulling the fabric apart, Delicious Denim ensures the production of a

qualitative higher yarn as in the previously mentioned technique. Here,

left-over yarns on the roll-ends of the fabrics are fi rst unraveled and then

knotted into a continuous fi lament ready for re-knitting.

An important factor that complicates DFR (design for recycling) opera-

tions is the excessive use of fi bre blends. Thus, by using only natural fi bres,

will facilitate sorting operations and reduce its impact on the environment.

Blending the fruit fi bres with other natural fi bres, such as lyocell and orga-

nic cotton, ensures our brand’s ability of composting the garments, in

case that no further recycling is possible. Downcycling the product has

no harmful impact on the environment. In fact, it is quite the contrary: what

Delicious Denim took from nature, will eventually be given back to nature

and will close the cradle to cradle cycle

24 Delicious Denim

Product Description

Delicious Denim 25

Comfortable yet

fl attering, Delicious Denim combines a mild mid-summer

breeze with a refreshing and juicy bite of a sun-ripened fru-

it for a well-fi tting and timeless S/S collection 2013.

In our collection, knitwear will mostly be represented in na-

tural and earthy colours with a rough and exciting touch,

yet adding a high comfort to the garments. Visible seams

on the outside, wooden buttons and small details create a

fashionable handcrafted look that is based on the recent

trends.

Denim fi nds its ease in cosy and innovative cuts that put

emphasis on the womanly shape of our customer, rather

than hiding it and forcing it in an artifi cial form. The result is

a symbiosis of garment and body that can be described

as intriguing, yet confi dent.

The colour palette ranges from saturated brown and blue

tones to soft greens, tempered with a dash of berry red.

The fabric range contains only natural fi bres, such as soft

and nicely draping lyocell or strong organic cotton. They

are mixed with fruit fi bres, whose main advantages are

their extremely environmental friendly impact on the fashi-

on industry and the pleasant and healthy sensation on the

customer ’s skin.

26 Delicious Denim

Colours Delicious Denim’s

collection will be available in a wide range of colours. Due

to the special dyeing method with fruit and vegetable ex-

tracts, these colours can vary from bright and juicy to warm

and earthy. But, one thing they all have in common: with

their fresh and fruity attitude these colours underline the

women’s beauty and personality.

Delicious Denim 27

Fabrics To give a brief

impression about our fabrics, we want to show some ex-

amples of their varying properties. Delicious Denim will en-

gage fabrics with a rather structured surface as well as

smooth and well-draping materials. Moreover, all the mate-

rials are from a natural origin and blended with fruit fi bres.

28 Delicious Denim

Design Description Delicious Denim

will base their designs on deep research and surveys, the

current trends and their sense for sustainability.

In the design process the main emphasis is put on three dif-

ferent, yet equally important parts: the materials, comfort

and style.

People of this age (55+) are known to be rather long-term

oriented, which is why they tend to choose quality over

quantity. The material is therefore an important part of the

design to consider. Fruit fi bres are consistent and, depen-

ding on the blend, they can have either an exciting irregu-

lar structure or a smooth and soft draping. Consequently,

our collection will refl ect this refreshing variety in its designs.

The comfort aspect of our jeans is to be found in the spe-

cial cuts fi tted to our target group. After attentively analy-

sing the changing body of our customer and comparing it

to the existing jeans products, we came up with following

adjustments.

We put extra ease on the stomach area and the hips, pro-

viding more space for the woman’s curves.

The legs, however, are left narrow, in comparison to the up-

per part of the jeans, since our surveys showed that this is

the favourable cut for our target group. This results in loose

fi tted designs, which are comfy and fl attering.

Another adjustment will be made on the waist. In fact, our

survey showed that women 55+ prefer a regular waist, ins-

tead of the low or the high waist.

The last aspect considers the style of the jeans. The inter-

viewed women were complaining about a lack of classy

jeans designs. It is, indeed, diffi cult for them to fi nd a gar-

ment, which is appropriate to the age and taste of the wo-

men, without being boring and old-fashioned. This is why

our brand aims for sophisticated designs with a modern

component, clean and simple, yet fl attering.

Delicious Denim 29

Price Tag

30 Delicious Denim

Marketing Strategy

Delicious Denim 31

USP Delicious Denim’s unique selling point is that we of-

fer stylish, yet sustainable products that are fi tted to the

special needs of our womanly shaped target customer. The

cuts and fi ts of our garments are designed to suit the ma-

ture bodies of women aged 55 or older, especially res-

pecting their problem zones that other brands often

neglect. As the design does not only provide comfort, but

also a tasteful and modern look, it will appeal very much to

the demanding customers.

Furthermore, fruity scents will be integrated into the fabrics,

which will make an experience of “wearing the jeans”. The

scents are applied with special coatings that contain

microcapsules – very tiny capsules which contain the scent

of the fruit, but are too small to be seen with the bare eyes.

The scent is released by friction and movement, such as

walking or stretching. The scent will last for at least 5 was-

hes and is absolutely harmless to the environment. As the

capsules have also been dermatology tested, we can en-

sure that they are completely safe for the skin.

32 Delicious Denim

Look of Brand Store The Delicious De-

nim store is inspired by nature. The idea is to create a na-

tural shopping environment in which the customer feels at

ease and her senses are stimulated.

Delicious Denim 33

A defi ned, excepti-

onal and meaningful product is what our target woman is still missing.

Our product is defi ned in its style, exceptional in its pleasant fi t and

meaningful in its sustainable ingredients. Combining all these aspects in

one unique and personal garment, Delicious Denim aims to give its we-

arers an unforgettable experience of well-being, authenticity and the

chance to take responsibility towards the environment.

Conclusion

34 Delicious Denim

Inspired by Cradle to Cradle-C2C practice in education, Pieternel Boer, Judith van Heeswijk, Antoine Heideveld, Diana den Held and Daan

Maatman, published in May 2011

Cradle to Cradle-Remaking the way we make things, Michael Braungart and William

McDonough, fi rst published in Great Britain 2008

http://www.trendhunter.com/trends/erwin-olafs-mature#

http://www.welt.de/debatte/kommentare/article106140038/Wenn-Frauen-aufhoeren-ihre-Kilos-zu-zaehlen.htm

http://www.biomimicry.net/ http://portal.acs.org/portal/acs/corg/content?

http://www.noondesignstudio.com/

http://www.clariant.com/C12575E4001FB2B8/vwLookupDownloads/Advanced_Denim_EN.pdf/$FILE/Advanced_Denim_EN.pdf

http://www.li-fei.com/banana.htm

http://www.niscair.res.in/sciencecommunication/researchjournals/rejour/ijftr/ijftr2k6/march%202006/IJFTR-Vol-31-March-2006-pp72-82.htm

References