Case Study Senior Thesis: Bar III (2016)

11 May Case Study Senior Thesis: Bar III (2016)

Fashion Illustrations by Kade Henderson, @Kadesmode, For my senior project, we were tasked with picking a private label brand for which we could improve and develop a product line. This project demonstrated examples of what skills it took to develop a fashion collection, sourcing out the materials, designs, and fashion shows. The collection I desired to work with was Bar III by Macy’s. Bar III is a private label brand sold in Macy’s. Bar III is an extensive contemporary collection of womenswear and menswear that is both fresh, current, and fashionable. The target market is millennials, aged 20-35, with an income of $30,000 and higher. Including an academic level of collegiate standing, or just graduating from high school and moving into the workforce. The target customer enjoys a lifestyle that is fashion-educated but without the means to truly afford luxury fashion.

Competitive Advantage

A capsule collection for Fall/Winter 2016 is a capsule wardrobe of a few essential items of clothing that don’t go out of fashion, such as skirts, trousers, and coats, which can then be augmented with seasonal pieces. Bar III customer appreciates quality but can’t afford luxury fashion. Therefore with the knowledge of fashion and transitional pieces, a capsule collection will add to the closet of Bar III’s targeted market –hoping to also gain their wallet share.