FBT Graduate Showcase 2026

Fashion Project: Boux Avenue Strategic Brand Development

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Holly Rushton
Matthew Lee
Natasha Sund
Lucy Gray
Emily Garrett-Olguin
Phoebe Lewis

Keywords

  • RECONNECT
  • INNOVATE
  • REDEFINE

Summary

As more inclusive and sustainable lingerie brands enter the market, Boux Avenue is at threat of becoming irrelevant and outdated. Facing key brand issues such as inconsistent brand identity, lack of digital innovation and inadequate sustainable initiatives, Boux requires a new strategic direction. From analysis of the current market situation and opportunities from a TOWS analysis for Boux Avenue, it is clear these strategic directions should be based around reconnecting, innovating, and redefining the brand. Three key areas for improvement are phygital experience, social responsibility, and alignment of the brands core values.