ONDINE FRIDAY: SENIOR THESIS
Business Concept & Strategy, Design, Corporate & Sourcing Strategy, Marketing & PR Strategy, & Photoshoot Production by Celeste Miller.
CFDA Future Fashion Graduate Showcase, 2020: Innovation in Womenswear Apparel
Retail Therapy to a whole new level.
Ondine Friday is a retailer that combines style & wellness through fashion.
There is a major opportunity for a retailer & brand that serves as the destination for all mental health & wellness products for the modern lifestyle. Furthermore, there are few to none clothing lines that address this trend in consumer behavior towards mental health and wellness beyond the athleisure sector.
A brand that combines that ideology with versatile clothing is set to differentiate and succeed. Ondine Friday is a brand that not only solves the need for a stylish destination for mental health & wellness products, but one that also makes a positive impact on the community.
To view the full business pitch, click here.
corporate strategy
Consumers want to feel like they are making a difference with their purchase and support, a purchase is no longer simply a convenience or necessity buy.
Ondine Friday must be transparent in its practices, engaging in its marketing, positive in its community impact, and experiential in its merchandising both online and in-store.
A portion of profit every month as well as quarterly community efforts will be dedicated to these organizations below, all working towards mental health awareness, education, and treatment:
-NAMI
pr strategy
Influencer Marketing
Partnerships with strategic influencers such as Gwyneth Paltrow’s GOOP & Kourtney Kardashian’s POOSH to increase brand awareness from the beginning.
Retail Partnerships
Shop-in-shops in featured Nordstrom locations will enhance not only brand appeal but awareness among target consumers.
Launch Event
A launch event at the flagship store in New York City will feature a “brand warming party” that will mimic an intimate dinner party at your best friend’s house. Using the homey accents of the visual merchandising design, the dinner will include a five course meal with live music, games, photo booths, and of course, shopping.
