DECO ESSENTIALS

UNDERWEAR & LOUNGEWEAR

x own

INTRODUCTION

Deco Essentials takes inspiration from the exquisite Art Deco style. With an innovative and sustainable approach, the collection offers a range of underwear and loungewear for men and women. Each piece reflects the splendor of Art Deco while embracing a commitment to the environment through the use of eco-friendly materials and processes. This collection merges the elegance of the past with a modern and ethical vision, providing a fashion experience that captivates the senses and embraces environmental responsibility.

CONCEPT INQUIRY

The nostalgia of the 1920s envelops the buildings of capital cities, where high-profile men and women reminisce about the Art Deco era, when opulence and elegance came together to create a style that would endure over time. In contemporary times, those who admire Art Deco strive to lead environmentally friendly lives, prioritizing the comfort of their souls in every choice they make.

DECO ESSENTIALS is inspired by the timeless sophistication and geometric aesthetic of the iconic Art Deco movement.

COSTUMER PROFILE

WOMAN

With a charismatic and sensitive personality, this Colombian woman aged 25 to 30, residing in Bogotá, epitomizes the essence of creativity. Engaged in the creative industry, particularly in design, architecture, or related fields, she values education and holds a high level of academic achievement. Her income falls within the range of 5 to 8 million Colombian pesos, reflecting her status in upper-middle and upper-class sectors of Bogotá.

She leads a healthy lifestyle, embracing yoga, a balanced diet, and remote work, allowing ample time with her family at home. Her interests in art, culture, and architecture are evident in her frequent visits to museums, art galleries, and famous architectural landmarks. Quality, comfort, and sustainability are paramount for her when selecting products, fostering brand loyalty to those aligned with her values. Her loyalty extends to brands that prioritize sustainability and offer innovative designs.

men

A balanced blend of rationality and creativity defines this Colombian man aged 25 to 30, residing in Bogotá. Engaged in administrative and creative fields such as management, marketing, design, and advertising, he holds a high level of education, typically with a bachelor’s or master’s degree in related disciplines. With an income ranging from 5 to 8 million Colombian pesos, he resides in upper-middle and upper-class sectors of Bogotá.

He leads a dynamic and versatile lifestyle, combining professional responsibilities with his passion for creativity, seeking a balance between work and exploring his artistic side. Passionate about both business and art, he values the intersection of innovation and artistic expression. He enjoys music that stimulates his creativity and energy, gravitating towards genres that awaken his imagination. Attracted to avant-garde and minimalist design, reflecting his modern and orderly lifestyle, he prioritizes quality and sustainability in his purchases, willing to invest in products that align with his values.

COSTUMER PROFILE RESULTS

To reach the conclusion of important elements to consider in the collection, a survey was conducted with 100 individuals between women and men who fit the consumer profile.

Our real customers are typically individuals with high purchasing power , without children and belonging to the upper middle and upper class. They purchase underwear and loungewear approximately every six�months, preferring brands such as Leonisa, Victoria’s Secret, Punto Blanco, Calvin Klein and H&M. As for garments, they opt for bikinis, thongs, briefs, and Brazilian Styles for underwear, and for sports bras, bralettes, strapless bras, and Demi cups. In loungewear, they go for long and short-sleeved shirts, joggers pants, hooded jackets, and knitwear. They have a preference for soft and comfortables cotton materials, with lace details, and are drawn to earthy and dark colors, as well as delicate or sophisticated prints with innovative designs that are not too basic.

Our actual consumer are individuals with a medium high purchasing power, without children, belonging to the middle and upper-middle class sectors. They purchase underwear and loungewear approximately every six months and favor brands like Punto Blanco, Calvin Klein, Get, and H&M. They typically use fitted boxers, boxers, mid-cup briefs, and classics briefs, preferring snug-fitting clothing with a wide waistband. For loungewear, they opt for both long and short-sleeved shirts, joggers, and hooded jackets, preferring soft and comfortable cotton materials. They are drawn to dark and earthy colors, as well as moderate-sized geometric and sophisticated patterns with both basic and innovative designs. While they are interested in the sustainability of their garments, they are not willing to pay a very high price solely for that factor.