Cabin-Brand Development

The current luxury market is rather limited in its demand of specialist outwear brands. Most Luxury brands supplying coats and jackets incorporate brand extensions and stretches that distribute other product lines such as tops, bottoms and accessories. Cabin aims to target this lack of infrastructure in the market, by presenting a brand which has specialist outwear product offering, that is both desirable and suitable enough for an affluent costumer profile. Although there are many luxury brands that do specialise in outwear apparel, this report explores what gives Cabin competitive advantage over others and reasons to why there may be a high demand for specific products proposed within the launch of Cabins range. A realistic outlook is consistently portrayed throughout this report. As a new brand emerging into the market, Cabin looks specifically at targeting trade shows nationally and internationally that would be appropriate for potential expansion opportunities, gaining suitable suppliers and distributors that directly penetrates the luxury retail sector. Cabin is targeting trade shows such as “Pure London” and “Tranoi Paris’ in the hope of gaining international prominence. Key targeted retail distributors include Harrods and Browns. These stores offer similar products to that of Cabin, and would provide a secure platform for the brand to gain adverse recognition. Consideration of costs involved in the launch of the range is of paramount importance. In relation to this, the targeted accounts have been chosen because of their extensive list of free marketing channels which will be used to much advantage when promoting the launch of the AW 15/16 collection.

Cabins objectives are to offer high quality luxury womenswear coats and jackets to buyers at two international trade shows, Tranoi Pairs and Pure London. We are also targeting two large UK-based luxury retailers in which we feel would highly benefit from our brand in their stores, Harrods and Browns. Our theme is primarily focused on sourcing the finest natural fibres and furs, in the hope of creating the ultimate tactile and warm piece of clothing. “Touch” is the core principle behind the A/W Winter 15/16 range. We want consumers to engage with the products material properties to highlight their specialist qualities and design features. The range will be limited and exclusive, only having 12 pieces within the collection. For those consumers who are against the usage of fur despite its origin, there coats with the range that are of exception to this.

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Megan Walker
Fashion Design and Marketing Graduate/Product specialist