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Our brand vision is accessible luxury that inspires a casual, fun, and family-oriented lifestyle.
Personas
Jade
is 25 years old and has lusted for her moms everyday items that show off the latest Vera Bradley patterns. Now that she has her first salary job she wants to buy those young hip luxury items for herself and become a life long Vera Bradley customer.
Lessons Learned
The user was incorrectly defined for the Vera Bradley swim line, therefore the collection ended after three years. The creative director's vision was to target new younger customers (20-30 years olds), unfortunately the already loyal customers (40-50 year olds) desired the swimsuits but did not purchase them because the silhouettes were designed for younger users.
Initial Research
Competitive Analysis
loop
Testing - how to make reversible and wearable three ways
outside view
tunnel underneath for strap
Wireframing
Quick Iterations - pattern making
Mockups
Information needed to create the first mockup is written in a technical package that is sent to a factory in China.
Illustrator Sketches - communicates all details
Bill of Materials - communicates material to be used
Measurements for the Swimsuit
Usability Study
Fitting One
1/2"
move straps in 1/2"
1/2"
0"
move back seam forward 1/2", blend to 0"
fill in +3/4" at side seam, and blend to 0" at crotch
+3/4"
0"
0"
0"
0"
+1"
+1" to fill in back, blend to 0"
Fitting Two
High-Fidelity Prototype
Next Steps
Hand off pattern and specifications to project manager, who works with factories during production.
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