Target Market

“Some days I am more wolf than woman.” This woman is wild, intelligent and contagious. She is innocent yet wise, romantic yet rough around the edges, grounded yet is never in one place for too long. She embodies contradiction, is ever evolving and hungry to learn. You can find her wherever the wind, current or next plane out takes her.

Her style exemplifies her carefree demeanor and is inspired by the people she has met, stories she has heard and places she has traveled. She only brings what is useful and meaningful into her life and that includes her wardrobe; function is of most importance.

Willa represents women aged 25-34; the women who are just finishing their college education and adventuring out into the workforce. She currently works in journalism and makes around $50,000-$70,000 per year. She is building a name for herself on the West Coast but would describe herself more as a nomad. She is not tied down to one place and will take any opportunity to travel or move someplace else. Willa is not married and does not have kids but is excited to grow a family when the time is right.

Willa is a romantic and loves to add frills to her everyday life. She plans mountainside picnics and takes midnight dives into the ocean to feed her free spirit. She values her education and makes time to read up on current events, history and folklore. People are often surprised by the interesting knowledge and skills she processes.  She isn’t defined by her work and makes her friendships, travel, creativity and time with nature take priority. Her home is filled to the brim with plants and artwork she has picked up during her travels. Although she values spontaneity and being carefree she also has an impeccable work ethic. At the end of the day this woman knows who she is and isn’t afraid to express that in every aspect of her life.

 

Function meets Femme

Design Concept Key Points

*Mixing hard and soft textiles

*Faded prints and woven patterns

*Utility pants/ jackets mixed with feminine frills

*Understated use of metallics

*Separates contradict yet compliment one another

*Structural volume and hidden details

*Earth tones and natural fibers