NYU STERN / PROJECTS / ANTESEASON



ANTESEASON: REPURPOSING TRENDS



Co-presented with Krista W, Hanna W & Maya J



A consumer-centric, DTC apparel brand that repurposes unused inventory into in-trend styles



Brief:





Conceptualize a new brand/product and develop a marketing plan from the ground up, crafting a consumer-centric marketing strategy.



Existing Gaps:

  1. Defining the Consumer: Targeting Gen Z the project began with a narrowing of this demographic and understanding their needs. Based on consumer research, we identified that our target segment is 75% female, 60% urban and has a spending capacity of $100 per month on fashion. We also discovered nuances of how GenZs shop across channels, their favorite brands, and their style preferences.

  2. Understanding Their Needs & Values: GenZ is always Chic, In-Style & trendy. They are Price, Size & Fit forward and prefer self-branding to reflect their personal identity. Above all, GenZ is also Woke & Conscious.
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  3. Identifying White-Spaces: This consumer is plagued by brands that are not listening to their wants. Lack of tactility, low patience, inclusive representation, and personalization leave much room in the online shopping space for improvement. Offline, disorganized stores, unfriendly sales execs, and hostile environments also don't allow for a self-expressive retail experience.


There is an evolution in the retail landscape that uses data & tech to connect consumers. Burning excess inventory now that may respond to cyclical trends and ensure a more sustainable supply chain is a gap that is screaming to be addressed.



THE ANTESEASON SOLUTION:

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Trends are predicted months in advance and often are built off outgoing styles as variations on products already existing in the market. Anteseason uses data to track such cyclical trends and proposes a model which buys unsold inventory from partner brands and gives them a second life in the form of capsule collections and allowing our consumers to add their own personal twist.

At Anteseason, we know the GenZ's actual self and help them bridge the gap to their desired self. By making ourselves present in the consumers' consideration set of alternatives, we are able to divert consumers from our competitors. Through an awareness campaign that focuses on what makes us special and how we fulfill the GenZ needs, we can evoke the end consumer and carry them through a delightful purchase journey.



For the complete presentation and concept, please feel free to reach out to me and we can discuss the idea and our approach in more depth.


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