Design Research is a fifth semester project that aims to find a gap in a chosen market segmentation through research papers and primary data. This is the first half of the project.
The segmentation chosen for this project was Indian Homemakers in Their 40s and 50s.
Relaxed Lux (Investigate, Innovate, Implement) is the continuation of this project which builds the brand aesthetic.
After researching and conducting surveys, the following problem was stated, along with an aim, objective and methodology to fill the market gap.
Various fast fashion brands were studied, based on which brands the women usually preferred to shop from.
To fill the gap in the market, a new and fresh brand was created that would cater to the needs of the Indian Women who want to shop for vacationwear.
