Meeting 5 - 03/11/10

Attending: Beka, Roxy, Hannah, Cheryl

After store visit ( by Roxy and Beka) it was found that the 'per una' brand was quite dated and dowdy. 'per una''s tag line is:
"Feminine, sophisticated & confident, the difference is in the detail"
and although 'per una' is Marks and Spencer's best selling sub brand of Ladieswear, the designs lack desireability. 'per una' is meant to capture the essence of Italien style and glamour (http://corporate.marksandspencer.com/investors/press_releases/product/05122007_perunaSpring2008), yet Team Inspired believes that the range fails to perform to the best of its abilities.

We decided to bring the 'per una' brand back to its roots of Italien style e.g. 

• Chic
• Subtle detailing
• Classic
• Well- tailored

We will use colours traditionally associated with Italien style such as black, grey, white, navy blue, khaki. Mainly block colours could be used, perhaps with breton stripes?


As the range will consist of staple items, it's justifiable that we base them on Italien style as staple items are likely to be well tailored etc.


It has also been suggested that we should look into using better quality fabrics and market the range as 'investment buys'. In the current recession, customers are less prone to wasting their money on 'fast fashion', instead opting to invest in clothing that will remain fashionable and be long lasting season after season.


Places to start looking for inspiration:

• The Sartorialist - as he frequents to Italy to photograph stylish people.
• WGSN - for trend info.
• Just Style