FMP MARKET RESEACH REPORT

MARIA ADELAIDE LOPES FERREIRA

N0958071

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 CONTENTS
INTRODUCTION 04
FERREIRA 06-29
My Aim
Inspiration
Sustainability
USP
Branding
Store
Customer Profile
Market Level

ADIDAS 30-45
Brand overview
USP
Customer Profile

Adidas Y-3
Customer Profile
Swot Analysis

Adidas x Gucci
Customer Profile

MUGLER 46-57
Brand overview
USP
Products
Customer Profile

NIGEL XAVIER 58-77

Designer overview
USP
Next in Fashion
After the show
Customer Profile
Swot Analysis

CONCLUSION 80

REFERENCES 84-85
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 INTRODUCTION
Within this market research report, I will introduce you to ‘Ferreira’, the brand I have designed
as part of my Final Major Project. By reading this report you will understand where I would sit
within the market, who my potential competitors are, and my motivations.

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 FERREIRA
Developed in 2023, ‘FERREIRA’ is a luxury womenswear brand that is known for creating
unique pieces by mixing formal and sporty, with sustainable fabric sourcing and techniques.
Since the pandemic, I developed a special interest in sustainability and repurposing which
motivated me to create a more than 90% upcycled collection. Although at first glance the
silhouettes may seem simple, each piece has the repurposed stitch lines, pockets, zips, and
elastics from the original garments as either decorative or functional. my brand celebrates the
use of exquisite patchwork to convey textures that relate to my concepts. The patchwork that
I have created throughout my collection has taken hours of design decision and consideration
for the best luxurious outcome. Now, as a future brand, I am harnessing all these attributes I
learned over these 3 years to show my unique style that encapsulates style and ethics.

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MY AIM
My brand aims to take sustainability to the next level. Striving to ensure that each garment is
crafted with the highest quality possible, resulting in unique pieces that cannot be replicated.
Each piece is carefully selected, deconstructed, and reconstructed. My designs are meant
to be one-of-a-kind pieces, even having the same patterns, each block of fabric will be
different. Therefore, unlike many high-end womenswear brands, my designs won’t be sent
off to be made in factories in huge quantities, they will instead be made in a studio by skilled
technicians. Limited edition generates excitement for my customers and makes them more
likely to buy these unique and statement pieces. My Aim is to create a unique sustainable
womenswear brand that could be worn to go out, as well as in everyday life, or even in a more
sporty way if you feel like showing off.

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INSPIRATION
In life I am generally inspired by nature, my hometown, and the random thing that surround
me. For my FMP I got inspired by my lockdown/post lockdown adventures. “For my project,
I analysed different things I saw happening with me and my friends. Initially, as soon as the
lockdown first ended as a response to being locked for so long, we went out madly as never
before. But as we got back to our normal daily routines we started to instead go to more
natural and calm spaces or even just staying at home. It was like for some reason we missed
being at home far from all, and just surrounded by what we knew and got used to those past
months. Consequentially the lockdown brought to us a nostalgic feeling for childhood and
memories, and not being able to go shopping I started looking at those boxes at the bottom
of my mum’s wardrobe, her old clothes. Seeing how they fit and how to style them in a Me
way. I feel like a new person wearing these old clothes. It was also when I bought my domestic
sewing machine, and I started grabbing old shirts from my dad and playing around in an
attempt to upcycle them.” (From my personal statement, Ferreira, 2023)

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SUSTAINABILITY (Labels from all the garments I have
used to construct my final collection)

Using all the scraps left from the main pieces

More than 90% upcycled the only things that were bought new were the metal zip on the
jacket, metal eyelets, black elastic cord, metal elastic ends, the black piping used on the
jacket and trousers, and the dissolvable fabric that I used to put the scraps together. All the Normal garments construction repurposing pockets, zips, and elastics
actual fabrics came from second-hand garments.

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MY USP
I believe fashion can be both luxurious and sustainable. Specialize in unique, one-of-a-kind
pieces made from upcycled garments from second and stores and fabrics, utilizing innovative
patchwork and zero-waste techniques. My commitment to sustainability is evident in every
aspect of Ferreira, but I don't sacrifice style for sustainability – my designs are sophisticated
and high-end, with attention to detail that's unmatched. Every little scrap that is considered
waste, I see as a future piece, so I use all the scraps to create something new with the help
of dissolvable fabric. I aim to create exclusive content on social media, posting behind-the-
scenes videos that showcase the artistic side of making clothes. Despite the high-end and
bold silhouettes, each piece from my collection prioritizes comfort and practicality. And the
majority of the seams were placed in a way to shape the body. On the website, I want to
provide 3D models with detail that allows our customers to feel like they're in a store.

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BRANDING
My Logo is simply a number 7 and the letter F putter together. 7 is my lucky number and it is
also very present on my family members’ birthdays. F is the initial of my Surname Ferreira. For
branding, I placed the labels on the outside to bring a more sport and expensive aesthetic.
Placing labels on the outside of garments is a trend that has gained popularity in recent years.
It is often seen in high-end designer brands, and it adds a unique touch to the garment.
These labels are often large and eye-catching, featuring the brand name or logo. It serves as
a form of branding for the designer, making the garment easily recognizable and promoting
brand awareness. Incorporating the brand’s label into trendy accessories is an innovative and
effective way to promote the brand and reach a wider audience, while also enhancing the
perceived value and desirability of the products.

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3D Clothing for website

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STORE
For my store, lab, or studio inspiration, I looked at Raeburn The Lab design studio and store
located in the heart of London, modern and minimalistic, with a focus on sustainability and
functionality. The store features clothing, accessories, and lifestyle products that are made
from recycled materials such as military parachutes, airbags, and other materials that would
otherwise go to waste.

The brand’s signature aesthetic is a mix of utilitarian and sportswear elements, with a focus
on functional design and durability. Raeburn The Lab’s collections are known for their bold
colours, graphic prints, and unique designs that make a statement while still being functional
and sustainable.

In addition to creating sustainable fashion, Raeburn The Lab also offers workshops and events
that focus on sustainability and fashion education.

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MY STORE
The store/studio design features a sleek and modern aesthetic, predominantly using a
monochromatic colour palette of different shades of black, the same as my collection. It’s
bold and edgy, with big mirrors and windows, and it has a luxury and glamorous end to it.

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COSTUMER PROFILE
My customer is someone that is active in life and likes to dress bold and edgy but at the
same time comfortable. Someone who values sustainability and like to dress differently from
others. Someone who appreciates one-of-a-kind garments and value detail. Someone that
is not afraid to make a statement with their fashion choices, they value individuality over
conformity. Someone who is looking for ways to reduce their carbon footprint while still
expressing their personal style, Ferreira’s products fit this need as they can be worn from the
gym to the streets.

Rihanna

Style profile: bold, edgy, and fashion-forward. Not afraid to make a statement, whether it’s
through her clothing or accessories. Pushes boundaries and takes risks with her fashion
choices, often mixing unexpected elements to create unique and eye-catching looks.
Incorporates daring pieces like statement jackets, oversized sunglasses, and bold jewelry into
her outfits. Strong appreciation for streetwear, and often incorporates sneakers and hoodies
into her looks.

Kendall Jenner

Style profile: Modern, chic, and minimalistic. Sleek and streamlined silhouettes, with a
preference for neutral colours like black, white, and beige. Not afraid to experiment with bold
statement pieces but tends to keep her overall look understated and classic. Accessorizes
with small delicate jewelry, and elegant footwear. Incorporates vintage pieces and denim into
her looks.

Bella Hadid

Style profile: fashion icon known for her bold and edgy style. Incorporates vintage and
nostalgic pieces into her modern looks. Unique and individual style that sets her apart from
others. Not afraid to take risks and experiment with new trends. Pushes the boundaries of
fashion with her daring outfit choices. Loves statement pieces, such as oversized coats, bold
accessories, and funky shoes. Also maintains a classic and sophisticated look with sleek
tailored pieces and minimalistic jewelry. Blend bold and classic elegance, creating a fashion-
forward and unique aesthetic.

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 MARKET LEVEL
Ferreira aims to sit at the highest end of luxury and sustainable sectors. My use of considered
and perfectionist patchwork and unique pieces production means that my items will have a high
price point. My designs include more manual labour and consequentially more time to create,
placing me at the top end of luxury fashion. Below is a comparison chart on sustainability and
luxury against multiple competitors to my brand.

HIGH-END
FERREIRA

NIGEL

SUSTAINABLE UNSUSTAINABLE

LOWER-END

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 ADIDAS
Adidas is a global sports apparel and footwear brand, founded in 1949 by Adolf Dassler. It has
a strong presence in multiple sports and is one of the world’s largest suppliers of footwear
and apparel worldwide. Adidas is a brand that understands the value of collaborations and
has been consistently working with designers, celebrities, and other brands to create unique
and innovative products. The company has also been at the forefront of sustainability and
social responsibility in the industry.

Adidas features a unique blend of sporty, technical, and fashion-forward elements that
appeals to a wide range of consumers. It is known for its sporty and athletic style, with a focus
on combining functionality with fashion. Adidas’s style signature the three-stripe logo and its
products are usually made from a variety of high-tech materials designed with an athletic,
streamlined silhouette that emphasizes movement and performance. Adidas’s products are
also popular in streetwear featuring trendy elements like oversized fits, bold graphics, and
statement colours.

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 USP
Adidas's unique selling point is its emphasis on combining innovative technology with stylish
designs to create high-performance garments, footwear, and accessories. Adidas also has a
strong focus on sustainability and social responsibility. The company has launched several
initiatives to reduce waste, use more sustainable materials, and promote fair labour practices
throughout its supply chain. Adidas has worked with numerous designers, artists, and
celebrities, producing limited-edition collections that generate a lot of buzz and excitement.
These collaborations help to keep the brand relevant and in the public eye, as well as allow
Adidas to expand into new markets and reach different demographics.

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 CUSTOMER PROFILE
Adidas's customers can be described as sporty, fashion-forward individuals who value both
performance and style. Interested in high-quality garments made from sustainable materials,
that make you confident, comfortable, and cool. Adidas customers are often trendsetters
who enjoy experimenting with bold colours, patterns, and unique designs.(Yara Shahidi)

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ADIDAS Y-3
Adidas Y-3 is a luxury fashion collaboration between Adidas and the Japanese fashion
designer Yohji Yamamoto. The partnership was established in 2003 and since then it has
become known for its avant-garde designs that blend sports into high fashion. The Adidas
Y-3 is characterized by monochromatic colour palettes, asymmetrical cuts, and futuristic
silhouettes that push the boundaries of traditional sportswear. It features a range of apparel,
footwear, and accessories that are designed with innovative materials and cutting-edge
construction techniques.

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 CUSTOMER PROFILE
The customer profile for Adidas X Gucci is someone classified as established in life adult,
between the ages of 25-45, has a high disposable income and is willing to invest in
collaborations that blend formal with sporty. They value style and classic.

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 SWOT ANALYSIS
Strengths:

Unique, innovative, and fashion-forward designs that blend luxury and performance

High-quality materials

This collaboration has added prestige and exclusivity to Adidas.

Advanced performance technologies: Boost cushioning and Primeknit uppers

Weaknesses:

Products are often expensive due to the premium materials used

Some of the garments are too simple and could have more details

Opportunities:

Expansion into new markets

The brand could collaborate with other high-profile designers

Invest more in social media and 3D modules of the clothes would fit the brand very well

Threats:

Competition from other luxury sportswear brands such as NikeLab

Fashion trends shift towards more traditional sportswear designs

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ADIDAS X GUCCI
Gucci x Adidas collaboration Fall/Winter 2022, as part of the “Exquisite Gucci” collection.
Gucci incorporated Adidas' Three Stripes, and logo in an extremely high-end collection. The
collection included sporty suits, corsets, double-breasted blazers, and heeled sneakers
adorned with co-branded logos and Gucci's vintage aesthetic. Creating a unique and
desirable product that appeal to a broad range of customers.

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 CUSTOMER PROFILE
The customer profile for Adidas X Gucci is someone classified as established in life adult, between the ages of
25-45, has a high disposable income and is willing to invest in collaborations that blend formal with sporty.
They value style and classic. (Bella Hadid)

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 MUGLER
Mugler was founded by Thierry Mugler in 1973. Mugler’s aim is to empower its, giving them
confidence and making them walk in a different way. The brand's style is recognizable for its
avant-garde and futuristic silhouette that celebrates the female form. Mugler has become
synonymous with bold, structured silhouettes, sculptural elements, and innovative materials.

Mugler is a luxury fashion brand that operates in the high-end market level, positioned at
a premium price point. Mugler targets opulent customers who value exclusivity, quality,
and innovation. Mugler's marketing prioritizes unique and avant-garde design distribution
strategies towards reaching a selected group of fashion-forward consumers who are willing
to pay a premium for high-quality, statement pieces.

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 USP
Mugler's unique selling point is its bold and innovative approach to fashion and social media
management. The core concept of Mugler's brand is based on empowerment and self-
expression, utilizing striking and innovative designs that frequently incorporate futuristic
and otherworldly components. Mugler is also known for their attention to detail, high-quality
materials, and precise tailoring. Mugler's fashion shows are unlike any other in the industry.
With a focus on empowering the models, they walk with a bold, confident stride, embodying
the brand's message of self-expression and individuality. The unique alien-like style of the
shows adds a touch to make it an unforgettable experience for those in attendance.

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In addition to their iconic fashion shows, Mugler also produces engaging content for their
social media platforms, like behind-the-scenes videos of their photo shoots and runway
shows, allowing their audience to see the creative process in action. This not only provides
insight into the brand's vision, but also creates a sense of intimacy and connection with their
audience. As a result, more people are drawn to view the brand and engage with its message
of empowerment and self-expression through fashion.
Overall, Mugler's USP is their ability to push the boundaries of fashion through its distinctive
way to create an impact on social media.

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PRODUCTS
Black colour is a fundamental element in Mugler's collections. Black is the most mysterious
and enigmatic colour, capable of revealing the sensuality and strength of a woman. The colour
black is often used to represent sophistication, strength, and sensuality. In Mugler's collections
the use of black fabrics, combined with futuristic and avant-garde designs, creates a unique
edgy style that is both elegant and bold.
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Mugler is known for its unique approach to patterns and construction, which often involve
stitching techniques that emphasize and flatter the body. One key element of Mugler’s design
philosophy is the use of stitching lines to create a tailored fit that accentuates the curves of
the body. Mugler’s designs often incorporate corsets and other form-fitting garments that are
constructed with precision and attention to detail. The corsetry adds a touch of sensuality
and femininity to the structured tailoring, while the tailoring provides a sense of sophistication
and strength to the corsetry. By strategically placing stitch lines and seams, Mugler is able to
create garments that enhance and flatter the wearer’s body shape.
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 CUSTOMER PROFILE
Mugler has a diverse customer profile, ranging from fashion enthusiasts to those who
appreciate unique, bold, and edgy styles. Not afraid to stand out from the crowd.
Fashion-forward individuals who appreciate unique and unconventional designs. Mugler's
products are typically priced in the high-end luxury market, making them accessible to a more
exclusive clientele. (Dua Lipa, Kim Kardashian, Kendall Jenner)

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 SWOT ANALYSIS
Strengths:

Innovative Fashion shows

High-Quality Products with attention to detail.

Worn by multiple celebrities.

A strong presence on social media

Weaknesses:

Relatively expensive

Their designs are not accessible for everyday wear, more suitable for exclusive high-society
events

Opportunities:

Invest in a less expensive line for people within the youth generation

More collaborations like the recent one with H&M.

Mugler could increase its physical presence by creating very cool stores

Threats:

Competition from other luxury brands.

Keep the brand identity alive

Not many options to buy

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 NIGEL XAVIER
Nigel Xavier, a talented new upcoming fashion designer with a passion for sustainability,
recently won the title of the Next in Fashion Season 2. Initially, Nigel Xavier entered the
competition as a menswear designer, but as the show progressed, he quickly started to blur
the lines between traditional and gendered fashion. His outfits are not bound by societal
norms and can be worn by anyone, regardless of their gender identity. His dedication to
sustainability and eco-friendly fashion was evident in every one of his designs, which were
showcased throughout the competition.

Nigel impressed the judges with his unique approach to transforming basic streetwear items
into fashion-forward pieces. His use of denim, tie dye, and patchwork allowed him to create
pieces that were both stylish and sustainable. Nigel's collections were a testament to the fact
that sustainability and upcycling can be taken to the next level in fashion.

Nigel's win was a culmination of his hard work and dedication to the craft. His passion for
sustainability and his commitment to creating eco-friendly fashion pieces were evident in
every piece that he presented throughout the competition. His win serves as an inspiration to
designers everywhere, showing that it is possible to create fashion-forward pieces while still
being environmentally conscious.

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USP
Nigel’s USP is his commitment to sustainable fashion practices and the use of upcycling and
recycled materials in his designs. He is known for his innovative approach to fashion, to upcycle
garments, mainly known for his denim outfits, that include patchwork and raw edges. His
designs combine high-street aesthetics with sustainable upcycling, resulting in versatile and
one-of-a-kind pieces that are both environmentally conscious and fashion-forward. creates
fashion-forward accessories that are unique statements.

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 Amazing pants, difficult to make, amazing job with zips

NEXT IN FASHION: ROYALTY

THRIFT CHILDHOOD
Attention to detail, very creative, spot-on craftsmanship, ready to put on a store and was only Utilitarian, safe, hardware
done in 4 hours

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NIGEL X DESYRÉE NIGEL X AMARI

Very smart textile use, modern denim

skirt, amazing bucket hat

Fantastic, great use of colour, bold, unique

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NIGEL X DEONTRE MET GALA

Fur patchwork, his first female design, there is room for improvement

Super fresh, very cool piping, but could fit better the body

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EVERYTHING OLD IS NEW
Wearable, different fabrication, innovative trousers TRANSFORMATION
Tells a story, it is functional, fun and cool

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 THE FINALE

NIGEL FINALE

Use of different techniques and textiles like lace, denim, and wool but it feels together
Innovative, cohesive, different, new, unique

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AFTER THE SHOW
RENT THE RUNWAY
Very Nigel’s style, but could have done better, and could have added more variety and also
added ac-cessories

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 CUSTOMER PROFILE
Someone who is conscious of their environmental impact and is passionate about sustainable
fashion. Attracted to bold and edgy designs that are both fashion-forward and eco-friendly.
Prefer clothing that is made from sustainable materials such as end roll fabrics, upcycled
materials and recycled fabrics. Drawn to unique pieces that feature patchwork and intricate
details, as well as garments that have a history and tell a story. Not afraid to make a statement
with their fashion choices and value individuality over conformity. Willing to invest in pieces
that are well-made and have a low environmental impact, and always looking for ways to
reduce their carbon footprint while still expressing their personal style.
(Rihanna, Karrueche Tran, ASAP Rocky)

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 SWOT ANALYSIS
Strengths:

Strong focus on sustainability and ethical production methods

Unique design aesthetic with a focus on upcycling and patchwork techniques

Next in Fashion Season 2 winner

Strong use of social media to engage with customers and showcase collections

Weaknesses:

Still an emerging designer

Not very known yet

limited production capabilities

Opportunities:

A growing trend toward sustainable and ethical fashion

Expansion into new collaborations with larger retailers to increase brand visibility

Development of new production methods to further differentiate the brand

Social media posts, record processes while creating new things

Threats:

Still reduced amount of people that choose sustainably

Upcycling and using sustainable materials can be more expensive than traditional manufacturing
methods, which can impact pricing and profit margins.

Limited in supply or availability

Competition from larger, more established fashion brands with larger marketing budgets and
production capabilities

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 CONCLUSION
To conclude, after analysing Adidas, Mugler, and Nigel Xavier with very different customers,
and market levels, allowed me to understand where my brand Ferreira, would sit on the market.
I researched Adidas for the innovative collaborations they do and for the sports aesthetic. I
also looked into their use of technical fabrics which I have used within my collection from
second-hand Adidas tracksuits. Mugler's bold social media presence, and edgy unique
silhouettes, inspired me for the more formal and elegant side of my collection, along with
the use of the black colour that makes it luxurious and elegant. I have taken inspiration from
Nigel's commitment to sustainability and upcycling techniques that played a significant role in
shaping the direction of my collection. Overall, the combination of these influences can help
me to pick influences from different market levels and to figure out where I sit.

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 FERREIRA

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 JUCO (2019) AdiColor Summer 2019 Campaign for Adidas , BEHANCE. Available at: https://
www.behance.net/gallery/80856113/AdiColor-Summer-2019?tracking_source=for_you_
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FERREIRA

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