Brief: To develop a concept for a fashion environment connecting a new target group to an existing jeans brand (NN07).
The concept: A retail concept for the independent, creative and cultural minded woman in her 50’s, Imajean combines two elements: that of creativity and elegance, qualities that represent the essence of the target audience. This combination is reinforced by the idea that it is exclusive, like a piece of art. Although it appears unreachable, Imajean offers modern and feminine pieces that are not only innovative but are accessible. “No limits, just Imajean”.
Consumer research / Concept development / Brand identity