Phresh Fish Denim Co.


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  • Phresh Fish Jeans differentiates itself by being bold and standing out from the crowd. With unique colors and intricate detailing, Phresh Fish Jeans asserts itself as a fashion leader. The logo is edgy and has urban appeal, just like the target market. It’s young and playful, exotic and eye-catching. The logo can be displayed in white, Orange Pantone 173PC, and Red Pantone 1795PC. Please check in the corner of the slides for colored logos.
  • According to Japanese legend, if a koi succeeded in climbing a waterfall at a point called Dragon Gate on the Yellow River it would be transformed into a dragon. Based on that legend, it became a symbol of worldly aspiration and advancement. More generally, the Japanese associate koi with perseverance in adversity and strength of purpose. Because of its strength and determination to overcome obstacles, it stands for courage and the ability to attain high goals. Others say it means good fortune or luck. Many people (myself included) have koi tattoos. Koi tattoo designs could be incorporated into the clothing.
  • Koi are very popular, as they are a symbol of love and friendship. Many different colors and color patterns exist; common colors include white, black, red, gold, blue, and red-orange.
  • These straight-leg, cuffed jeans will come in a variety of colors, inspired by the Koi fish. Some will be white with red-orange and black spotted Koi designs on the fabric, while others will be dark blue denim. There are zippers on the rear of the jeans for added style and functionability.
  • These teal boot-cut jeans are inspired by the Japanese “Big Wave.” The teal denim makes them eye-catching, and the waves embroidered on the seat pockets help distinguish them as premium denim.
  • These slim-fit, straight leg jeans are inspired by fish scales. There will be a variety of colored Japanese denim, and eve iridescent denim. There will be faux scales along the top of the jeans to make them stand out as unique.
  • This cotton V-neck t-shirt is simple and comfortable. It’s good for everyday wear. The main focus would be the different tattoo-inspired Koi designs that will be printed on the shirts. Adding rhinestones could enhance the design and allow for a higher retail price.
  • Polyester blend, coated with a “microporus coating” for a lightweight, waterproof, and breathable rain jacket. The colors are inspired by the yellow and white Koi, and the jacket will have “splotchy” designs like a Koi’s colored scales.
  • Phresh Fish Denim Co.

    1. 1. Designed by Evann Pichon FSH 616 - OL1: MS: Dynamics of Fashion
    2. 2. Inspiration <ul><li>Koi fish </li></ul><ul><li>Fish markets </li></ul><ul><ul><li>Pike Place Flying Fish Market </li></ul></ul><ul><ul><ul><li>Click here for Pike Place video </li></ul></ul></ul><ul><li>Fishermen (and women) </li></ul><ul><li>Water </li></ul><ul><li>Japanese culture </li></ul><ul><li>Koi tattoos </li></ul>
    3. 3. Branding Concept <ul><li>Words to describe Phresh Fish Denim: </li></ul><ul><li>Edgy, exciting, exotic, unique, fluid, urban </li></ul><ul><li>Exciting store atmosphere creates a shopping experience unlike any other! </li></ul><ul><li>Feeling of “urban fish market” </li></ul><ul><ul><li>Denim hanging on large fish hooks </li></ul></ul><ul><ul><li>Jeans being wrapped up and thrown to cashier </li></ul></ul><ul><li>Fish tanks/fish bowls all around </li></ul><ul><li>Koi pond in store </li></ul><ul><ul><li>Little rivers </li></ul></ul><ul><ul><li>Waterfalls </li></ul></ul>
    4. 4. Target Market
    5. 5. <ul><li>Demographics </li></ul><ul><li>20-30 years old </li></ul><ul><li>African-American, Caucasian, Asian-American </li></ul><ul><li>Unmarried, without children </li></ul><ul><li>Students, artists, musicians </li></ul><ul><li>Upper-middle class to high-class </li></ul><ul><li>Wears designer denim/Japanese denim </li></ul><ul><ul><li>Diesel </li></ul></ul><ul><ul><li>True Religion </li></ul></ul><ul><ul><li>G-Star </li></ul></ul><ul><ul><li>Rock & Republic </li></ul></ul><ul><ul><li>Evisu </li></ul></ul><ul><li>Geographic </li></ul><ul><li>Urban locations </li></ul><ul><li>New York </li></ul><ul><li>San Francisco </li></ul><ul><li>Los Angeles </li></ul><ul><li>Seattle </li></ul><ul><li>Tokyo </li></ul><ul><li>Chicago </li></ul><ul><li>London </li></ul>
    6. 6. <ul><li>Social Behavior </li></ul><ul><li>Follows fashion closely </li></ul><ul><ul><li>Runway </li></ul></ul><ul><ul><li>Celebrities </li></ul></ul><ul><li>Fashion leader among peers </li></ul><ul><li>Enjoys high-energy music </li></ul><ul><ul><li>Hip-hop </li></ul></ul><ul><ul><li>Rock </li></ul></ul><ul><ul><li>Techno/Dance/House </li></ul></ul><ul><li>Likes to go out dancing </li></ul><ul><li>Travels whenever possible </li></ul><ul><li>Shops and/or browse often for latest fashion </li></ul><ul><li>Psychographics </li></ul><ul><li>Likes being flashy </li></ul><ul><ul><li>Possibly interested in Harajuku fashion and culture, but not necessarily dressing that way </li></ul></ul><ul><li>Doesn’t care what people think </li></ul><ul><li>Creative </li></ul><ul><li>Open-minded </li></ul>
    7. 7. Color Story <ul><li>Colors inspired by Koi </li></ul><ul><ul><li>White </li></ul></ul><ul><ul><li>Black </li></ul></ul><ul><ul><li>Crimson Tide (deep red) </li></ul></ul><ul><ul><li>Gold </li></ul></ul><ul><ul><li>Variety of Blues (denim) </li></ul></ul><ul><ul><li>Red-orange </li></ul></ul>
    8. 8. Flat 1 <ul><li>Straight-leg </li></ul><ul><li>Cuffed </li></ul><ul><li>Variety of colors inspired by Koi </li></ul><ul><ul><li>White with red-orange and black spotted designs </li></ul></ul><ul><ul><li>Dark blue denim </li></ul></ul><ul><li>Zippers on rear legs </li></ul>
    9. 9. Flat 2 <ul><li>Inspired by Japanese “Big Wave” </li></ul><ul><li>Teal denim </li></ul><ul><li>Boot-cut </li></ul><ul><li>Waves embroidered on seat pockets </li></ul>
    10. 10. Flat 3 <ul><li>Inspired by fish scales </li></ul><ul><li>Colorful Japanese denim </li></ul><ul><li>Iridescent denim </li></ul><ul><li>Slim fit </li></ul><ul><li>Straight leg </li></ul><ul><li>Faux scales along top of jeans </li></ul>
    11. 11. Flat 4 <ul><li>V-neck t-shirt </li></ul><ul><li>Cotton </li></ul><ul><li>Tattoo-inspired Koi designs printed on shirts </li></ul><ul><li>Rhinestone accents </li></ul>
    12. 12. Flat 5 <ul><li>Rain jacket </li></ul><ul><li>Polyester blend </li></ul><ul><li>Microporus coating </li></ul><ul><ul><li>Lightweight </li></ul></ul><ul><ul><li>Waterproof </li></ul></ul><ul><ul><li>Breathable </li></ul></ul><ul><li>Yellow and white </li></ul>
    13. 13. <ul><li>&quot;Fish Throwing at Pike Place Market.&quot; Metacafe . 25 Jul 2009 <>. </li></ul><ul><li>&quot;Koi.&quot; Wikipedia . 25 Jul 2009. 26 Jul 2009 <>. </li></ul>