IDM:

FASHION ACCESSORY
DESIGN PROJECT
ASSIGNMENT 1:
DESIGN BRIEF &
CONCEPT
OBSERVATION CHART
Tangled Earphones

Difficult to find things

Important things get lost

Old bills and receipts

Opened Lipstick
PROBLEM

Everyone can be forgetful every now and

then. People usually forget the most
important things like keys, cell phone,
wallet, etc.

One major problem with carrying tote

bags is that important things get mixed
with other things and can be hard to find
when in need.
EMPATHY TOOL
THINK & FEEL
SEE 1. Conscious about what they
1. Fashion Content wear
2. Scrolls through online 2. Anxious about forgetting
shopping sites things
3. Finds difficult to find things

SAY & DO HEAR

1. Gives fashion advice to their 1. Words of encouragement
friends from their boss
2. Buys bags for functionality and 2. Compliments on their fashion
aesthetics sense

PAINS: Forgetting important things at home.

GAINS: Making sure to take everything before leaving home, Wants to be organised.
CLIENT PERSONA - 1
Age group : 25
Occupation : Working Professional
Income : 1.5L
Location : India
Social class : Upper middle class
Personality : Sociable, Matured
Style : Classy, Elegant

VALUES
Values their career.
Wants to adopt dogs.
INTERESTS
Gets frustrated when things are clustered.
Likes to play with dogs.
Usually watches fashion content.
BEHAVIOR
NEEDS Prefers to shop online.
Needs a peaceful work environment. Spends 20-30K per month for shopping.
Needs career growth. Prefers brands like MANGO, H&M and Forever 21.
CLIENT PERSONA - 2
Age group : 22
Occupation : Working Professional
Income : 80K
Location : India
Social class : Upper middle class
Personality : Care-free, Extroverted
Style : Casual, Comfortable

VALUES
Values their friends.
INTERESTS Gets frustrated when things are clustered.
Likes to party.
Usually watches rom-com movies.
BEHAVIOR
NEEDS Likes to shop during sales.
Needs a fun work environment. Spends 15K per month for shopping.
Needs career growth. Prefers brands like Baggit, Lavie.
CLIENT PERSONA - 3
Age group : 23
Occupation : Working Professional
Income : 1L
Location : India
Social class : Upper middle class
Personality : Responsible
Style : Sporty

VALUES
Values their career and health.
INTERESTS Gets frustrated when things are clustered.
Likes to run and play tennis.
Usually watches workout videos.
BEHAVIOR
NEEDS Prefers to shop in stores.
Needs nutritious food and training Likes to shop during sales.
equipments. Spends 20K per month for shopping.
Needs career growth. Prefers brands like Puma, Decathlon.
SCOPE OF THE DESIGN
SUSTAINABILITY

AESTHETICS

AFFORDABILITY

COMFORT
BRIEF
Design a tech tote bag to solve the issue of things getting
cluttered and to ensure important things are present in the
bag (using RFID).
Keywords: Tech Tote Bag, RFID
CLIENT BOARD
Age group : 22 to 25
Gender: Women
Occupation : Working Professional
Income : 80K-1.5L
Location : India
Social class : Upper middle class
Expenditure : 20-30K
Activities & Hobbies: Partying, Reading Books
Brand preference : Baggit, Accessorize, H&M
 MARKET STUDY
➢ The handbags market is highly competitive, with a considerable number of regional and global
players operating in the market. The major strategies adopted by these companies include product
innovations, expansions, and mergers and acquisitions. The major players dominating the handbags
market in India are MANGO, H&M, Baggit, Caprese, etc.

➢ The handbags market is segmented by product type, distribution channel, and geography. By
product type, the market has been segmented into satchel, bucket bag, clutch, tote bag, and other
product types. By distribution channel, the market has been segmented into online retail stores and
offline retail stores. By geography, the market has been segmented into North America, Europe,
Asia-Pacific, South America, and Middle-East and Africa.

➢ It is crucial for brands to continuously innovate to operate and grow in the market due to the
rapidly changing consumer demands and preferences.
COMPETITIVE BRANDS (TOTE BAGS)

LAVIE H&M
Price Range: Rs.2299-14999
Price Range: Rs.2299-5099
Materials: Synthetic Leather, Canvas, Fabric
Materials: PU, Synthetic Leather, Fabric

BAGGIT MANGO
Price Range: Rs.1450–3490 Price Range: Rs.2390 -7990
Materials: Leather, Synthetic Leather Materials: Leather, Fabric
PRODUCT: TOTE BAGS
A tote bag is a large and often unfastened bag with
parallel handles that emerge from the sides of its
pouch.
Standard Size: 15”x15”
PRODUCT STUDY
Types: Material:
1. Market Tote 1. Canvas
2. Travel Tote 2. Jute
3. Work Tote 3. PU
4. Beach Tote 4. Leather
5. Foldable Tote 5. Synthetic Leather
6. Picnic Tote 6. Other Fabrics
7. Boat Tote
8. Diaper Tote

TOTE BAGS Closure:

1. No Closure
Occasion: 2. Zipper
1. Shopping 3. Snap Fastener
2. Travel 4. Buckle
3. College
4. Work
5. Party
Size:
1. Regular
2. Oversized
FORECAST STUDY
WOMEN’S ACCESSORIES, FOOTWEAR & JEWELLERY FORECAST A/W 22/23:
SUPERCHARGED SIMPLICITY

SUPER CLASSICS:
➢ The concept: This direction recognises the importance of a considered and
sustainable long-term product strategy, with seasonless designs that can
be easily transitioned.
➢ Materials: As the focus will remain firmly on creating timeless items that
will add lasting value to your product range, good-quality materials are
essential. Introduce updates through visually appealing and responsibly
sourced buttered and polished leathers, and micro-grosgrain effects.
Classic marbling or tortoiseshell will be key for eyewear, where
advancements in sustainable innovations see increased attention on bio-
acetates or bio and recycled plastics.
➢ Details: A refined #minimalist aesthetic is central to this story, building on
the limitarian concept of previous seasons, so opt for clean feature
hardware that will help redefine a classic shape, or focus on imperfect
metal or ribbed finishes.
DECODING TREND FORECAST

Buttered Leather

Polished Leather Imperfect Metals: An appreciation of

metals in a natural or unfinished state
draws consumer attention.

Micro Cross Grain

Limitarianism embraces the beauty and

Minimalism: Keep colours minimal and
explore traditional, simple and high-quality innovation of living with less to reduce
materials that are natural and eco-friendly environmental impact.
Colour Palette Marbling
THEME BOARD

TIMELESS
INSPIRATION BOARD
L
I
N
D
E
N

L
E
A
V
E
S
MOOD BOARD

COZY.
a feeling of warmth,
comfort and relaxation.
COLOUR BOARD

MINERAL YELLOW (13-0746 TCX)

GINGER BISCUIT (18-1250 TCX)

BLACK (19-4004 TCX)

THANK YOU
SADHANA PRIYA A.
BFT/19/94