3...2...1...
BREATHE
masks
The Case Study Prompt
2022 DESIGN & PRODUCT DEVELOPMENT PROMPT
The COVID-19 Pandemic has caused a significant shift in consumer behaviors and buying trends. People are working from home and socializing less, with growing concern over going out and shopping in stores. For this year’s case study, your goal is to create a collection of either apparel, accessories, footwear, beauty or health and wellness products that addresses the needs of post COVID-19 consumers. This collection must be for an existing fashion apparel, accessories, footwear, home, beauty or health and wellness brand or retailer. Consider how addressing our current social structure and changes in our culture could be an additional focus to help your collection have a stronger voice and appeal.
Project Timeline
Choose & research an issue that has spawned from the pandemic.
Pick a brand whose mission strongly supports my message to fix this issue.
Find a white space within the brand's accessory line that needs additional material.
Understand who my customer is and how to help them.
Create a line of accessories that will be one solution to fixing the issue.
Ideate ways to market this accessory line to the broader public.
My Award Winning Case Study
Every great collection starts off with research...
which helps feed the design process.
Creating a mood
was not easy. I wanted to grasp the idea of escaping our current sociopolitical harsh reality to somewhere serene and peaceful. I took items that made me calm after stressful days, such as a nice latte or a warm bath. Making a cohesive mood board is pivotal in the translation of a collection's inspiration, so I took my time sourcing the imagery to best reflect the story I wanted to tell with 3.2.1 Breathe Masks.
The Results
The Product:
3.2.1 Breathe Masks
ABOUT
321 Breathe Masks is a collection of masks in collaboration with 3.1 Phillip Lim. The brand actively supported and stood in solidarity for AAPI rights during the pandemic.
The collection will utilize aromatherapy with the goal to soothe and calm the anxieties of customers, especially those within the AAPI community who feel uneasy going outside.
LEVELS 1, 2, AND 3
I divided my collection of masks into three different levels of affordability and styles. Level 1 masks are standard masks that display my unique patterns and graphics. Level 2 masks are for the more adventurous customer with a slightly higher budget. Level 3 masks are longer in length, made for special occasions, and contain high quality materials, such as mulberry silk and vegan leather.
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THE CONSTRUCTION
Each mask interior will contain a filter and an aluminum nose clip adhered to a thin layer of essential oil-infused foam. The nose clip can be removed at any time if users feel they no longer need its properties.
The masks, depending on the level, are made with different fabric and materials, such as cotton, nylon, silk, and spandex.
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Marketing & Collateral
SOCIAL MEDIA STRATEGY
Social media is the most popular way that Gen Z and millennials hear about luxury brands. 38% of Gen Z receive most of their ads through apps, like Instagram.
3.2.1 Breathe Masks will not only be sold online on 3.1 Phillip Lim's website and Instagram's storefront but also in-stores since 80% of Gen Z shoppers still prefer the in-person shopping experience.
HELPING THE COMMUNITY
The collection's ads will include how 10% of the sales will go to the NAAPIMHA, which will also be beneficial for the 3.1 Phillip Lim since almost 50% of millennials prefer that their purchases support a cause and Gen Z tends to look at a brand's principles and political stances before shopping.
THE LOOK BOOK
The 3.2.1 Breathe Mask digital look book will be available online showcasing the entire collection of masks mocked up in environments that give essences of serenity and peace. Views should feel as though they are escaping reality. Physical copies will be sold in select stores.