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Written Concept

Akrylic is a classy ass store for ladies and gentlemen of the creative/artistic community, AKA, young people with good taste. The demographic encompasses those in their 20’s and 30’s with elite fashion sense and über padded wallets. Akrylic specializes in what we like to call colourful, urban pie. Yes, we said “colour.” With a “u.” Fancy bitches and sophisticated thugs alike will find threads and useless objects of both curiosity and panty-droppin’ awesomeness.

AHEM, Now that that’s out of our system…

Akrylic is a very urban store with a mid/ high-end feel. It’s the kind of place that people would be willing to pay $400 for a blazer – not because it’s encrusted with jewels or the finest cotton known to man, but because it has a reputation. Its very limited stock makes it a hot buy for young people in the creative community with high fashion priorities and money to blow.

We’re catering to an audience that might live low-brow, but loves to look high-brow; the kind of people that you can smell the confidence rolling off of. These people would most likely be living in lofts or studios in the industrial area of the city. You’d find them perusing gallery openings, at underground music festivals, grocery shopping in open-air markets, or enjoying a beer or some local wine at a chic but lesser known bar. They take a cab or bike to work; they certainly don’t drive themselves. They might be newly married, but are more likely single and would not have children. They are magazine editors, travel writers, designers, architects, small film producers and directors, or perhaps poets with one hell of an inheritance.

The store features both men and women’s clothing in colours ranging from crisp to bold (and less often rich). Styles and cuts are focused on eclecticity. You’ll also find the occasional quietly awkward treasure. These are things that have been repurposed to have a new meaning supported by an entirely different context. The website’s clean, utilitarian layout and obvious organization will work to both unify and compartmentalize the merchandise encouraging further browsing while easing the search of a user who knows just what they’re looking for.

And we’re serious about that colour with a u.

#Project2 #brandapplication #homework