fjällraven- urban survival
DESCRIPTION
Exam project. Designing a new urban approach to the outdoor brand Fjällraven.TRANSCRIPT
KEA Design / BusinessFASHION
FÆLLESMODULOPGAVE!"#$"%%!&'()&*!+',)$!-.)).-/0-
Maja Kerstin Laursen Petersen
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INDHOLDSFORTEGNELSE:Indledning: ........................................................................................................................ s.5Problemformulering: ........................................................................................................ s.5Afgrænsning: .................................................................................................................... s.6Metode: .............................................................................................................................. s.6Om Fjällräven: ................................................................................................................... s.7
Fotoregistrering af Fjæld og Fritid: ................................................................................. s.8
Produkt: ............................................................................................................................. s.9
Målgruppe:......................................................................................................................... s.12
Moodboard:........................................................................................................................ s.13
Skitser:............................................................................................................................... s.14
Kollektionsoversigt:.......................................................................................................... s.15
Farvekort:........................................................................................................................... s.18
Business:........................................................................................................................... s.19
Implementering:................................................................................................................. s.20
Validering:.......................................................................................................................... s.20
Konklusion:........................................................................................................................ s.21
Bilag 1. SWOT- Analyse:................................................................................................... s.22
Bilag 2: Posioneringskort................................................................................................. s.23
Bilag 3: Interview med salgspersonale............................................................................s.24
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INDLEDNING:
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PROBLEMFORMULERING:!"#$%&'()&'(*+,(%+-.,'+(+'('/(0.'*+(1#$(2*300$3"+'(%+$(+$(4&$(+'(5$6&'(7.0,&',8(9+'(-&9:7.%.,(6.6+4#0%+$(2*300$3"+'-(%+-.,':(%'&(#,(";$%.+$<
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METODE:
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AFGRÆNSNING:
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1 Kompendie: Viewers make meaning 2: s 45: Stuard Hall
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OM FJÄLLRÄVEN
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PRODUKT:
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DELTAGERE I FOKUSINTERVIEWET
Chelina Fay 30 år- Butikchef
Loise Gregersen 24 år Studrende på CBS
Emil Meulengracht 22 år greenkeeper
Laura Larsen 19 år Salgsassistent
Mads Hjort 27 Bygningskontruktør
Anna Gry 23 Pædagogmedhjælper
Anton Madsen 29 Studernde på RUC
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3 Kompendie: Aestetic strategy: Kristine Harper 4 Kompendie: A!æsning af objekter: Willy Ørskov
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MÅLGRUPPE:
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5 Se Bilag 3
Pædagogen/ Det praktiske menneske- 1!6&,,./!
Gymnasie eleven/
Den studerend.!
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Hipsteren/
Den københavner smarte1!6&,,./!
Naturelskernen/ Eventyreren-
MOODBOARD
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SKITSEUDSNIT
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STYLE:
URBAN MEDIUM
STYLE:
URBAN MIKRO
KOLLEKTIONSOVERSIGT
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STYLE:
URBAN LARGE
STYLE:
URBAN MINI
KOLLEKTIONSOVERSIGT
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KOLLEKTIONSOVERSIGT
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FARVEKORT
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BUSINESS:
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6 Se Bilag 2: Kompendie: Note on the structural Analisis of industries: s. 17 Harvard business school 7 Se Bilag 1 Kompendie: Firm resources and sustained cometitive advantage s. 100. Jay Barney.
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IMPLEMENTERING:
VALIDERING: 11
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KONKLUSION:
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STRENGTH
OPPORTUNITIES
WEAKNESSES
THREATS
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SWOT-ANALYSE PÅ DEN NYE LINJE ”URBAN
BILAG 1
POSITIONERINGSKORT
BILAG 2
INTERVIEW MED ANSATTE I FJÆLD OG FRITIDNavn:Alder:
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BILAG 3
Lars - 48 År- Sælger
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Laura - 22 År- Salgsmedhjælper
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