The Kooples: “ON ME” is a diffusion line of ready to wear garments for The Kooples, launching with an Autumn collection in September 2017. This gender neutral collection will transcend the traditional gender identifiers and blur the boundaries between what represents male and female. The brand is unisex, but also aims to create products with quality and fits available to suit all consumers being inclusive and open to all genders, showing that all consumers are welcome. The products will be based on fit and style, not gender, allowing a consumer’s unique identity to shine through.

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The name “ON ME” encourages consumers to think about what clothes mean to them, and how the same garment can change depending on the wearer and how they combine their clothing with their individual identity. Garments in the collection are designed so that they can be worn together or be combined easily within the consumers existing wardrobe.

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The diffusion line is created around the idea of season-less style. This durable collection is designed to outlast the traditional fashion cycle, resulting in products that cut across the seasons. This combination
of core collection wardrobe garments can be layered on or off throughout the year, with new items to the collection fitting together with the capsule collection aesthetic. Consumers can mix together garments or add into their existing wardrobe. Garments will overcome tradition gender stereotypes and instead allow the consumer to wear the products to suit the individual, with shirts worn as tops and dresses. There is an element of flexibility to the collection allowing the consumer to construct a different identity everyday via their clothing.

The diffusion line will include products ranging from skinny and slim fi
t jeans, jackets, shirts and knitwear. Depending on the desired item many of the shirts and jacket items can also be worn in the style of dresses. European sizing in inches based on leg length, hips, waist and shoulder width will be used on all items in the collection in order
to ensure the collection is appropriate for both male and female body types and easy for consumers to shop. Consumers can also choose to size up or down depending on the fit they desire.

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As this gender fluid consumer can be defined by their attitude rather than traditional demographics such as age and gender, it is important that The Kooples: “ON ME” uses marketing campaigns to target this specific consumer mind-set. The Kooples: “ON ME” must provide consumers with the value and meaning behind their products; wanting more than a meaningless experience these consumers want brands to meet their specific personal needs. The marketing team should develop an understanding of what these values mean to individual consumers and what influence these have on purchasing habits. The Kooples: “ON ME” should focus on the clear brand message of gender fluidity and resist using old stereotypes, instead focusing on the expansive nature of these gender fluid individuals.

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In order to grow the business further the diffusion line product offering can be widened further, with additions to ranges based on seasonality and with the possible future additions of accessories and footwear to develop the range fully. As The Kooples currently have a large number of concession stores, and often use this method to trial new markets, The Kooples: “ON ME” can also use this method to integrate themselves into new locations and to offer a wider retail store presence for consumers. As the diffusion line builds there is scope for stand-alone stores for The Kooples: “ON ME” with a complete visual space to show the products without gender limitations. In store stylists could be a successful marketing technique and a method of enticing customers into stores and demonstrating the brand story behind products