DANCING QUEEN

Dancing Queen for me isn’t just a song; it’s a feeling rooted deeply inside my heart. It’s a song that creates memories and experiences every time you hear it again. Being a song very personally close to me, as my friends and I listen to it in all our happy and sad moments while shouting it at the top of our lungs and crying to it at the same time. It is also a song that represents femininity, which is more about being carefree, joyful, and bold and is the true essence of the 1970s disco era. The song and 70s disco are all about the feeling of shimmers, glamour, bold colors, and movement, and that is what my designs for this collection would represent.

Research

Wanting to use fashion to create sound into something tangible, I will be using sequined fabrics, fringes, and exaggerated bell-bottom pants to show the lights and movement of disco. Extravagant fur, bodysuits, fitted clothing and bold cutouts showcasing the rebellious nature of women in the 70s and the rights they were fighting for. I also want my designs to be a representation of social impacts that the 70s disco caused, for example, breaking the norms and barriers on gender-fluid fashion and freedom of more fashion styles for women, represented through bold cuts and prints.

Demographics-

Age range- 20-40
Gender Identity- Main attraction of people- Females, androgynous men, LGBTQ+ communities, however, all are welcome
Occupation- Mid to High Income working individuals who are fashion conscious
Geographic- Fashion states mainly like New York, London, Paris, Milan, Tokyo
Interests/Hobbies- Interesting outfits, clothing pieces; like going out to good bars and enjoy music, have social events to attend

Shopping Behaviour-

My target market shops at luxury and vintage boutiques, self-made designers, people who sell timeless pieces.
They buy considering both emotional connection and functionality. Emotional connection through that the clothing they wear represents who they are and what they believe in. And functionality through my easy wear- read to wear collection.
One of my competitors will be the brand “The Attico” which is known for the glam looks they make. They also include elements like frills and sequins in their collections.