DARE TO TRY WTH FOX
Graduation Project | Amsterdam Fashion Institute | role: Fashion Brander
As a graduate student you create your own assignment. My assignment was based on my passion: cars / racing / motocross. YAY!
This concept book contains conclusions from research on the brand Fox Racing, trends, target group, competitors and communication. Resulting in an effective concept including a design briefing for Fox’s existing lifestyle line to place Fox in today’s fashion market - and create brand awareness among a new target group.
For Fox, the challenge is to respond to the MX (motocross) trend in today’s fashion industry with their existing lifestyle line. To communicate this line as fashionable to a younger target group who is aware of this MX trend and aren’t participators of the motocross sport.
Who? | The fashion conscious non-pros are teens between 13 and 18 years old. They are high school students and still live with their parents. They grew up outside the city and are used to the fresh air, green fields and nature. Being outside brings them serenity in a life full of questions, surprises and changes that come as they get older.
They look up to the city and streetwear brands that have surprising collabs or drops. Through Instagram they follow different streetwear brands such as Supreme, Off-White and Daily Paper to know what’s going on in the fashion industry. They then talk about it with their small group of friends. They are aware of the MX trend through Daily Paper and the collab between Supreme X Fox.
To bring Fox’s lifestyle line into the young consumer’s world, Fox must ensure that the fashion conscious non-pro feels addressed by the brand. And that the brand feels relevant to them with the strong inspiring mindset of a motocross rider.
What these teens need is a fashion brand that shows the strong attitude that comes along when you have to try something. There is nothing wrong with doing something again. In fact, it’s better to do something without the outcome in mind! Fox can challenge the daring spirit of those teens to try something with Fox instead of their best friend “google”
With this, the Fox lifestyle line supports their questionable phase. This will create an authentic connection with the young consumer who’s making Fox a relevant fashion brand in their anxious-driven world.