Indigo
Indigo Project | 2016 - 2017
PRODUCT DESIGN · PRODUCT MANUFACTURING · E-COMMERCE · DIGITAL MARKETING · WEBSITE DESIGN · CUSTOMER EXPERIENCE · COPYWRITING · FASHION · PROJECT MANAGEMENT
Indigo is a garment design and e-commerce project started in 2016 and completed in 2017. The main objective of Indigo was to design, produce, and bring to market an innovative design for functional and stylish athletic pants. This project sold out all units in 2017.
PROJECT TEAM
Joshua Di
Photography & Website Design
Justin Di
Product Development & Accounting
Elson Lee
Media Content & Design
Austin Yip
Product Design, Marketing & Sales
““Styles come and go. Good design is a language, not a style.””
Attention to detail
Indigo Project utilizes high quality materials in all components. From metal alloy tipped drawstrings to blacked-out YKK zippered pockets, every detail is accounted for.
Focus on functionality
The fabric and materials for this project are chosen with functionality and comfort in mind. 4-way stretch nylon-cotton blend fabric and a slightly lower pant rise allows for maximum mobility and comfort.
High Quality Product Design
To achieve our desired premium design, product development involved several iterations, revisions, and samples to be shipped over from our overseas manufacturer. Surveying peers and target audience members along with analyzing fashion trends of our targeted niche (urban street-wear & athleisure) allowed us to create premium product that holds demand.
Premium Media Content
It came without saying that our premium product required premium content to deliver a congruent message. To do this, we drew inspiration from other brands and content similar to what we envisioned (Nike, COS, Hypebeast, Oak + Fort, ZARA, etc.). With this inspiration in mind, we created our own original content to be used in online advertising, website design, and social media.
Customer Affordability
With many high-end urban street-wear brands charging a premium price, we wanted to deliver a product of comparable or greater quality at the accessible price of $30. We kept affordability in mind at all stages of this project and cut costs in areas outside of product quality in order to maintain high product value. Although each of us specialized in certain roles, our team of four often found ourselves working in all areas of the project, from meeting customers and handling customer service to setting up a photo shoot and designing website components. Keeping all tasks within the original team allowed us to save costs associated with outsourcing work to outside skilled personnel.
Resourceful Marketing Solutions
The primary factor in maintaining an affordable price was our low-cost marketing strategies. With little to no room for marketing costs, we had to be resourceful in building awareness and driving sales. Thus, our primary marketing strategy was focused around Facebook marketplace groups such as ‘Vancouver Streetwear Community’. Pushing out content for our project in such groups did not cost us anything and garnered substantial interest within minutes of launching. This was followed by orders within the first day and selling out within the first week. The success of this strategy lies in knowing the interests and behaviors of our audience accompanied with delivering great value and accessibility. In this case, many individuals interested in urban street-wear fashion in the Greater Vancouver area turn to communities on social media to share their passion with others. Our project provided a product with high value at a low cost in a community that passionate individuals frequented. We saw this as a great opportunity for our project as we incorporated many elements from street-wear fashion across our design language and marketing content.
