FAIR INDIGO SPECIAL PROJECT

The purpose of this project is to create more forward or “eye candy” styles to attract more and younger customers from social media. The company has data that shows these “eye candy” styles attract clicks to the site, even if the user ends up buying essential t-shirts – by far the most profitable category for the company. The mini collection, while being more fashion-forward than Fair Indigo’s tees, should not look out of place (extreme, edgy, severe) sitting on the same website. Trend-right, but not “so 2021 that no one will want to wear in 2022” as that is the opposite of sustainable.