The brief given was to choose an existing fashion or lifestyle brand that needs an innovative development to help improve an aspect of the business. I chose to focus on improvements to retail and purchase offerings. 

 

This brief allowed me to display creative ideation and problem solving. I engaged in methods of research and development to create innovative, market-focused solutions. 

 

For the project I concentrated on introducing virtual fitting rooms to the high street, focusing on the brand Weekday. I felt this concept was very fitting for the worlds current climate of COVID-19 as fitting rooms being closed due to restrictions and lockdowns.  

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To develop my concept I believed it would have been a good idea to open a Weekday pop-up shop based in Cardiff, only displaying the virtual fitting rooms. This would decline the carbon footprint that's required when shipping clothes to the popup shop  as well as generating a new target audience for Weekday in Cardiff. 

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