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How do we leverage design to create a fashion brand for a niche audience?
THE BIG QUESTION
ALL ,the plus size store: A Little Larger
Even though the fashion industry was seeing an inflow of all kinds of brands, their were still no dedicated brands under plus size fashion. Future Group saw this as an opportunity to create a new brand only for plus size fashion.
Key Insight
Finding good styles in the right fit can be a difficult challenge for a plus size consumer, as the fashion industry had largely ignored their unique needs and desires. Hence, a new brand dedicated for this consumer base had to feel inclusive and friendly without compromising on the fashion quotient. The brand concept took this insight into the creation of the brand name, identity and visual language for ALL fashion brand.
An acronym for ‘a little larger’, the brand name ALL creates the intended inclusivity while the identity cues a modern fashion forward brand.
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