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Fleece Franchise Launch

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PROJECT OBJECTIVE |  GAIN FLEECE MARKET SHARE & ADDRESS A CONSUMER NEED FOR MORE TAILORED AND HIGHER PERFORMING PREMIUM FLEECE

Mood, Big Idea, Design:

  • Macro consumer & market trend research

  • Product design addressing a new end use

    • Fabric Innovation​

    • Fit Evolution

    • Technology Advancements

  • Incremental Premium Retail

Macro Trend

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Category Expansion Opportunity

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Concept Development

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  • Design language that moves around the body in a circular motion

  • Offering comfort, function, and protection

  • Blocking that segments the form

  • Tough appearance - soft touch

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Concept Execution

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