FBT Graduate Showcase 2026

Fashion Project: Girlfriend Collective Strategic Brand Development

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

Team Members:

Romy Muscroft
Amy Vaughan
Sameera Mehta
Khushi Dua

Keywords

  • Innovate
  • Captivate
  • Rejuvenate

Summary

Established in 2016, Girlfriend Collective is a sustainable athletic and loungewear brand that specialise in utilising recycled materials such as polyester, discarded fishing nets, and used water bottles to craft their pieces.

Considering the anticipated growth of the sportswear industry, we have devised 3 strategies aimed at enhancing Girlfriend Collective’s brand awareness and competitiveness amidst the saturated market:

1. Establish a physical presence: Introduce pop-up shops featuring cutting-edge technology like VR mirrors and an exclusive in-store app, enriching the personalisation of the consumer experience by harnessing big data.
2. Product range development: Diverge from conventional neutral colour palette and introduce a collection showcasing bold patterns and vibrant colours.
3. Improve marketing communications: Increase all promotional efforts to engage with target audience.