FSF Case Study Objective:

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. The collection can be for an existing product category and market segment addressed by the brand, or it can propose a brand expansion into a new product category or market. Explain why you have chosen this brand and how you think it will be a valid driver for retail going forward. As you develop your collection be mindful of the recent trends in working from home, videoconferencing, and the need to transition quickly from a meeting to home life and back again. Value perception is paramount - think about how your line might appeal to consumers with limited resources due to the changing economy and fit their lifestyle. Focus on materials that will wear well and have easy care. Apparel collections should consider a waist up meeting lifestyle while allowing for head-to-toe style to go to the next activity. Accessories and beauty should consider what the new normal is and the needs of a work from home culture and lifestyle. 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.