Megan Doy

Megan Doy

COURSE: Fashion Business & Promotion 2017




Revolutionising the way children engage with luxury fashion.
"7/10 Children over the age of 6 want to be in control of their own fashion choices" recognises this and capitalises on engaging the consumers of the future from the get-go.
About: was created in response to key trends in the childrenswear and luxury personal goods market. With consumption habits a key focal point, research highlighted how parents are splurging on children's apparel, with scaled down versions of adult clothing being a regular choice - In 2016 this accounted for 13% of overall apparel sales. This particular trend, known as 'MINI-ME' has swept through the luxury fashion sector. However, through research of the market it was highlighted that buying for children has become increasingly more difficult; these young fashionistas are wanting more control over their daily outfits, so was created to seize the opportunity of creating a collaborative shopping environment to make this process easier for both customer, and all important consumer. is an online retail destination for luxury designer childrenswear, accessories and gifts. The brand comes as an extension of parent company, Net-a-Porter. The company offers a diverse range of coveted brands from prestigious heritage brands to unique, niche innovative brands with the aim to provide real, contemporary fashion for kids from 0-16yrs.

In addition, the website has an innovative feature, the ‘CREATE’ boards allow young fashion conscious consumers to engage with fashion through self styling and building outfits with the brands' available product range allowing them to express their individuality. aims to offer a creative tool in order to cultivate and inspire young consumers to engage with luxury fashion, in hope to capture the consumers of the future.

This concept was developed with views of entering industry within a marketing role, therefore throughout the development of consumer engagement and interaction was heavily focused on and features within the website were tailored to behavioural traits and demands displayed by the target consumer.

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