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1. RESEARCH
SAM DYSON

2. AUDIENCE RESEARCH

3. TARGET AUDIENCE PROFILE
The target audience for my project will be pre-existing fans of the streetwear industry as
well as other industries which often pair with modern fashion, such as the hip-hop
industry. The majority of streetwear consumers are usually teenagers and young adults
who follow influencers and brands on social media. This project should also target people
regardless of gender or any other characteristics as I want to involve as many young
people as I can.

4. AUDIENCE
RESEARCH
According to HYPEBEAST’s Streetwear Impact
Report supported by a survey conducted by
Strategy& in 2019 with over 40,000 participants, the
largest groups of consumers of the streetwear
industry were between the ages of 16 and 20,
resided in Asia (specifically Korea), and were
predominately male. Although the difference between
nationality and age groups wasn’t surprising, the
gender distribution was the most unexpected. There
was a massive contrast between male consumers
(80.7%) and female and non-binary consumers
(19.3% combined).
This report helps me understand how most of the
streetwear industry has male customers compared to
other genders which arguably shows an untouched
unisex clothing to everyone. On the other side, it
shows how young men in Eastern Asia are the best
audience to target for sales.

5. MARKET RESEARCH
EXISTING PRODUCTS

6. EXISTING PRODUCT
OFF-WHITE
I’ve chosen to look at OFF-WHITE as I am a big fan of Virgil
Abloh - American fashion designer, entrepreneur, and both
former artistic director of Louis Vuitton’s menswear
collection and creative director of DONDA (Kanye West’s
creative content company) – who founded this brand in
2012.
.
Virgil Abloh defined the OFF-WHITE brand as the “grey
area between white and black”. The OFF-WHITE brand
serves as a common ground between premium fashion and
streetwear. OFF-WHITE is known to have the zebra
pattern, which is known explicitly as a diagonal spray.
OFF-WHITE has a principle of putting everything in quotes.
The creative is experimenting with getting a classic
silhouette to a fresh direction, something that caters for the
young millennial generation.
I plan on including OFF-WHITE’s unconventional,
minimalistic designs into my own work. Abloh also believed
in the 3% approach where a new design could be created
by changing an original by 3% - something I would like to
practise somewhere in my brands design process.

7. EXISTING PRODUCT
Corteiz
I’ve chosen Corteiz as one of the existing clothing brands in
my research as they built their company from nothing but
word-of-mouth and consistency over the years.
Corteiz’s lineup of clothing items usually use a simple logo
of Alcatraz surrounded by an oval outline. Their hoodies
don’t use drawstrings, keeping their designs simple and
unique compared to other clothing brands’ hoodie products
on the market. They also use very simple colours such as
black, white and grey.
I plan on using Corteiz’ simple but effective designs into my
own clothing.

8. EXISTING PRODUCT
A COLD WALL*
A-COLD-WALL* use a variety of minimalistic
designs throughout their product line like OFF-
WHITE (the owner of ACL is often referred to as the
owner of OW’s protégé). Most of them include a
trademarked line of text reading A-COLD-WALL*
across the clothing in a simple Arial Bold font.
These designs share a similar look to A-COLD-
WALL’s as the owner, Samuel Ross, was often
referred to as Virgil Abloh’s protégé, guiding him
with design techniques, including the 3% approach,
which I would like to include into my own work as
mentioned before.

9. EXISTING PRODUCT
FUCKING AWESOME
FUCKING AWESOME provide a variety of products
with different designs – both casual clothing for an
indie/skater audience and abstract clothing for a
designer audience.
The type of imagery they use in their clothing line is
very obscure and unusual, sharing a resemblance
with (and most likely inspired by) the old designs of
WOLF GANG – rapper and music artist Tyler, The
Creator’s first clothing brand often associated with
his older music as well as his former music
collective, Odd Future, and California’s
skateboarding culture throughout the early 2010s.

10. RESEARCH ANALYSIS
WHAT COMMON FEATURES DO THE RESEARCHED PRODUCTS HAVE?
• All these brands share similar contemporary and unconventional clothing designs
while also maintaining their uniqueness.
• These brands include similar printed imagery used on their clothing designs, such as
sans serif fonts.
• These brands have similar origins/backstories – someone creating a clothing brand
from nothing.
• These brands have similar unconventional brand names (A-COLD-WALL, OFF-
WHITE, etc).
• These brands all use simple clothing colour schemes (black, white, grey, etc.).
WHAT ASPECTS OF THE RESEARCH WILL YOU INCLUDE WITHIN YOUR ON
WORK?
• I will include contemporary and unconventional clothing designs in my project.
• I will include similar printed imagery on my own clothing designs.
• I will include simple clothing colour schemes in my clothing designs.

11. QUESTIONNAIRE ANALYSIS

12. AUDIENCE RESEARCH
OBSERVATION:
Although I send around the same amount of men and women the link to this survey, I received more
answers from men in comparison to one woman and one non-binary person.
WHAT THIS SAYS ABOUT MY AUDIENCE:
Personally, I don’t believe this reflects on my audience as it’s a result of the people I know rather than
a link between clothing and gender.
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
Same answer as above.

13. AUDIENCE RESEARCH
OBSERVATION:
Most participants were between the ages of 16-18 and only a couple from 18-25. No participants were
above the age of 25 as I never gave the link to anyone over that age group.
WHAT THIS SAYS ABOUT MY AUDIENCE:
Once again, this shouldn’t reflect on the type of audience I am trying to target as it’s very
circumstantial.
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
Same answer as above.

14. AUDIENCE RESEARCH
OBSERVATION:
The majority of participants prefer to buy from several clothing brands instead of purchasing clothes
under the same name.
WHAT THIS SAYS ABOUT MY AUDIENCE:
Some people choose to stick with particular clothing brands while others choose to buy several
different from several brands.
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
I should try and make my clothing brand stand out, giving people a purpose to buy it compared to
anything else.

15. AUDIENCE RESEARCH
OBSERVATION:
Only one participant says they never purchase clothing after seeing it on a celebrity figure - the rest
either admits they do or says it depends on the clothing item.
WHAT THIS SAYS ABOUT MY AUDIENCE:
It seems the majority of people care more about the clothing than the person wearing it.
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
I should focus more on the clothing than the person wearing it in advertisements.

16. AUDIENCE RESEARCH
OBSERVATION:
Almost every participant said they buy new clothes once a month.
WHAT THIS SAYS ABOUT MY AUDIENCE:
The average consumer will buy clothes periodically opposed to regularly.
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
I need to design clothes with great, durable quality and target an audience who aren’t as big into fast
fashion.

17. AUDIENCE RESEARCH
OBSERVATION:
There is a wide range of answers to this question, but not a single participant admits to spending less
than £20 on one item of clothing on average.
WHAT THIS SAYS ABOUT MY AUDIENCE:
The majority of people are comfortable spending between £20 and £100 on an item of clothing,
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
Although I’m not actually selling any clothes in this project, my mockup website will list clothing
between £20 and £100.

18. AUDIENCE RESEARCH
OBSERVATION:
Only one out of the five participants admits to only buying from designer brands. The rest either
choose a wide range of different clothing regardless of the brand or never purchase from designer
brands.
WHAT THIS SAYS ABOUT MY AUDIENCE:
These answers help demonstrate how the majority of people who buy clothes don’t necessarily buy
designer clothing,
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
Designer brands are often luxurious and expensive, so I should provide this audience with a line of
inexpensive clothing and ease up on brand appeal.

19. AUDIENCE RESEARCH
OBSERVATION:
Although only two participants answered this optional question, they both answered with fairly similar
answers – Nike and Corteiz. Both of these brands are often paired together in peoples’ outfits.
WHAT THIS SAYS ABOUT MY AUDIENCE:
While these answers aren’t that helpful, I wanted to see what my participants’ favourite brands are.
HOW WILL YOUR PRODUCT APPEAL TO THIS AUDIENCE:
Same answer as above.

20. INTERVIEWS

21. INTERVIEW 1
Q: How much do you spend on clothing every month?
A: Around £100.
Q: What do you look for in a clothing brand?
A: Quality and uniqueness.
Q: Do you have a favourite brand?
A: FILA
Q: Do you prefer simple, minimalistic designs or abstract, non-contemporary designs in
clothing?
A: Depends on the look I’m going for – usually simple designs.

22. INTERVIEW 1
• Observation:
This person has a very normal, expected taste in clothing and doesn’t spend too much
time looking into the industry. They were interviewed as I feel their sense of clothing taste
is looks great in comparison to most people I know.
• What this says about my audience:
The common person will share a similar mindset to this interviewee, spending less time
analysing what they’re wearing and more time just wearing it.
• How will your product appeal to this audience:
I plan on appealing to both the average consumer as well as people who are into the
fashion industry.

23. INTERVIEW 2
Q: How much do you spend on clothing every month?
A: Not very much – I’d say £20 or £30.
Q: What do you look for in a clothing brand?
A: I’m not bothered about how it looks I just want it to feel good.
Q: Do you have a favourite brand?
A: GAP have very comfy clothes.
Q: Do you prefer simple, minimalistic designs or abstract, non-contemporary designs in
clothing?
A: Doesn’t affect me at all.

24. INTERVIEW 2
• Observation:
This interviewee doesn’t care about designer brands and would sacrifice the look of their
clothes for the comfiness.
• What this says about my audience:
For this project, I should target two groups of people – both designer and casual
consumers.
• How will your product appeal to this audience:
The clothing for this project should be somewhat minimalistic and cost little to buy.

25. EXPERIMENTS

26. POSTER CONCEPTS
For my experiment, I chose to create five different promotional
posters for the brand in a similar style. All of them include a picture
of a person modelling with a censorship bar over their eyes in a
greyscale format and a large red logo for the brand “VERSI” on
top of them. These are inspired by punk rock posters and comic
book art styles from the 1970s.

27. CLOTHING MOCKUPS

28. BIBLIOGRAPHY

29. BIBLIOGRAPHY
1. HYPEBEAST. (2019) Streetwear Impact Report
2. Jacob. (2022) Target Audience Interviews (conducted on 16/5/22)
3. Sam Dyson. (2022) Target Audience Research Survey (conducted on 5/5/22)
4. Sophie. (2022) Target Audience Interviews (conducted on 7/5/22)