Phresh Fish Denim Co.
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Transcript of Phresh Fish Denim Co.
![Page 1: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/1.jpg)
Designed by Evann Pichon
FSH 616 - OL1: MS: Dynamics of Fashion
![Page 2: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/2.jpg)
•Koi fish •Fish markets
•Pike Place Flying Fish Market•Click here for Pike Place video
•Fishermen (and women)•Water •Japanese culture •Koi tattoos
Inspiration
![Page 3: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/3.jpg)
Branding ConceptWords to describe Phresh Fish Denim:
Edgy, exciting, exotic, unique, fluid, urban
Exciting store atmosphere creates a shopping experience unlike any other!
• Feeling of “urban fish market”
– Denim hanging on large fish hooks
– Jeans being wrapped up and thrown to cashier
• Fish tanks/fish bowls all around
• Koi pond in store– Little rivers– Waterfalls
![Page 4: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/4.jpg)
Target Market
![Page 5: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/5.jpg)
Demographics
•20-30 years old
•African-American, Caucasian, Asian-American
•Unmarried, without children
•Students, artists, musicians
•Upper-middle class to high-class
•Wears designer denim/Japanese denim
•Diesel•True Religion•G-Star•Rock & Republic•Evisu
Geographic
Urban locations
•New York
•San Francisco
•Los Angeles
•Seattle
•Tokyo
•Chicago
•London
![Page 6: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/6.jpg)
Social Behavior
•Follows fashion closely
•Runway
•Celebrities
•Fashion leader among peers
•Enjoys high-energy music
•Hip-hop
•Rock
•Techno/Dance/House
•Likes to go out dancing
•Travels whenever possible
•Shops and/or browse often for latest fashion
Psychographics
•Likes being flashy
•Possibly interested in Harajuku fashion and culture, but not necessarily dressing that way
•Doesn’t care what people think
•Creative
•Open-minded
![Page 7: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/7.jpg)
Color Story
• Colors inspired by Koi– White– Black– Crimson Tide (deep red)– Gold – Variety of Blues (denim)– Red-orange
![Page 8: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/8.jpg)
Flat 1• Straight-leg• Cuffed• Variety of colors
inspired by Koi– White with red-
orange and black spotted designs
– Dark blue denim
• Zippers on rear legs
![Page 9: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/9.jpg)
Flat 2• Inspired by
Japanese “Big Wave”
• Teal denim• Boot-cut• Waves
embroidered on seat pockets
![Page 10: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/10.jpg)
Flat 3• Inspired by fish
scales• Colorful
Japanese denim
• Iridescent denim
• Slim fit• Straight leg• Faux scales
along top of jeans
![Page 11: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/11.jpg)
Flat 4• V-neck t-shirt
• Cotton
• Tattoo-inspired Koi designs printed on shirts
• Rhinestone accents
![Page 12: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/12.jpg)
Flat 5
• Rain jacket• Polyester blend• Microporus
coating– Lightweight– Waterproof– Breathable
• Yellow and white
![Page 13: Phresh Fish Denim Co.](https://reader033.fdocuments.us/reader033/viewer/2022061214/547e4224b4af9f602d8b4947/html5/thumbnails/13.jpg)
"Fish Throwing at Pike Place Market." Metacafe. 25 Jul 2009 <http://www.metacafe.com/watch/1502441/fish_throwing_at_pike_place_market/>.
"Koi." Wikipedia. 25 Jul 2009. 26 Jul 2009 <http://en.wikipedia.org/wiki/Koi>.