Home for the Holidays

Home for the Holidays is a fall/winter collection, created using Adobe Illustrator and Procreate, that conveys the cozy feeling and uplifting spirit of being with your friends and family for the holiday season.

My inspiration behind this collection was the dilemma that many families were faced with during the holiday season throughout the pandemic. Many people were hosting smaller holiday events or having online video chat celebrations in place of an in-person gathering. Because of this many people stayed ‘home for the holidays.' Many people felt as if the holidays were being taken away from them, therefore this collection was created to give this feeling of the holidays back to them through a mix of cozy materials and upscale prints. This clothing line is a collection of fashionable yet comfortable holiday attire. The collection features items that can be dressed up or down to match any situation presented and can also be used throughout the fall/winter season for casual dinners or online business meetings.

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Target Market:

• Age Group - Early 20s to mid-30s

• Occupation - Social media manager or virtual assistant

• Social Status - Single

• Income - $67,100 to $63,300 per year

• Urban/Suburban/Rural - Urban

• House/Apartment - Apartment

• Geographic Location - Northeast, USA

• Leisure Time Activities - Going out with friends, visiting holiday/seasonal pop-up
  shops or markets, cooking, and binge-watching the latest TV shows

• Lifestyle Segmentation -

  • Traditional = stylish but classic, somewhat conservative

  • Modern = fashion-aware and style / trend-driven

  • This consumer mixes traditional elements with a modern flair that keeps
    their look fashion-forward and trendy while expressing themself and trying
    something new.

Stores Sold In & Price Point:

• This collection will be sold at Target as an extension of their private label Knox Rose. The silhouettes, variety in size, and overall boho-chic aesthetic of this collection match that of their Knox Rose brand making Home for the Holidays a perfect fit for the Target Corporation.

• The garments will be sold for $25 to $45 per piece based on the expense of the materials used for this collection. Since the garments themselves are pretty simple the cost of labor is relatively cheap making this price point reasonable for the company to sustain this collection, while also making it affordable for our target market.