Stemming from my past as a military child, I landed on the cultural phenomenon of military influence in fashion and connected it with the brand, Portuguese Flannel, as I felt both the brand ethos and aesthetic collided well.

This step of the analysis process consisted of heavy analysis on how certain brands have already historically incorporated military styles into their clothing to further support how this influence resonates across the market and time.

In this portion, I identified the brand’s customer: A stylish, budget-conscious, menswear buyer that values longevity in their items. This demographic as well as psychographics around casual wear and responsible spending mixed well into curating a specific profile for this phenomenons supporters.

In product selecting, I chose core menswear categories in order to emphasize upon everyday essentials like over shirts and flannels to align with the military theme.

In this step, I developed a multichannel strategy using Instagram, Vimeo, and other international retail presence in order to promote the campaign and reach of newer audiences.

As the final phase of this process, I compiled all the previous steps and formatted them into a final paper using the APA standard of writing and application of fashion vernacular.