Strategy
Sustainability and Marketing
Target group - Medical branch
Going to the doctor is never a pleasant experience and anxiety symptoms are very commonly experienced while waiting to get a consultation or the results of a test.
Findings of many different studies show that anxiety levels in chronic disease patients are especially high, most commonly linked to cancer or cardiovascular disease patients.
Research also indicates the benefit of having relaxing images of nature in waiting room or doctor's offices, which can help diminish the stress and anxiety of patients during their visit.
So, one of the targeted branches would be the medical industry with a specific use for cardiovascular expert's offices, oncology centres and chemotherapy rooms in order to help the patients fee more safe and comfortable during uncertain times.
Target group - Daily life branch
On the other hand, anxiety is the most common mental illness in the world, therefore it is experienced by many different individuals on a daily basis.
Anxiety symptoms are most commonly linked to people who live a stress - filled fast - paced lifestyle, typically employees who need to show up to work every day and keep up with deadlines and hight expectations all the time.
Demographically, it is known that women are twice as likely as me to suffer from anxiety. This illness is most commonly found in people between 20 - 35 years old.
Therefore, the second, more accessible target group is employed (mostly) females ages 20 - 35 who suffer from stress - related anxiety.
Sustainability Strategy
The sustainability aspect is ever - present throughout the entire collection. In fact, one of the sub-themes of the project is entirely dedicated to raising awareness about ocean pollution, in an attempt to remind people how their daily choices affect the world and how good it feels to know that you have done your part.
On the other hand, the collection is entirely composed from digital prints. The digital printing method is the most sustainable printing technology on the market because it uses the least possible amount of dye needed and doesn't require water, therefore has next to no waste. The inks proposed are form Neopigment, a sustainable, biodegradable, non - toxic ink type that has great fastness and colour vividness.
The fabric choice is also carefully thought through - the collection uses strictly 100% single fibre content to ensure a smooth recycling process. The raw materials chosen are either sustainable (lyocell, organic cotton) or recycled (RPET).
