Happiness

Being different

Simplicity

Business attitude

Color

Power to inspire

Glamorous

Unique

Memorable

Ankaffa will be a brand of luxury business clothes for women that promises all this values (attributes and benefits) from the above boxes: it brings happiness, it gives you color, it speaks about simplicity, it is glamorous, memorable, you will be different, you will have power to inspire, you will really feel that you are unique.

The business clothes market offers only gravity products, many with one color, few in two colors. I didn’t find any “alive” clothes that could express some feelings, something about power, charisma, joy. All the lines are too clean and classic. These clothes are unexpressive. By wearing these kind of clothes you will be part of a big mass of people with the same colors, same expression and same power to communicate. The classical business women suit is dark, with straight lines and is matched with a white shirt.

A business women needs an elegant outfit, with clean lines but also with the power to speak about her, to express her joy, charisma and uniqueness. A successful business women needs a unique outfit to express her originality and her special capabilities; she must be visible in the masses, should be memorable and prepared to be admired. A business women should be chic, should have charisma and a individual power of inspiring others. In general a business women is creative, she could not wear a simple black suit, she needs something special that cold express her vivacity.

 a different and innovative business outfit;  the new style means: giving new colors and new motives to the classical lines outfits;  an elegant outfit but an alive one with happy and original motives that brake the monotony of the old products;  we have take traditional Romanian motives and adapt them for the nowadays business environment;  a simple, expressive and powerful style which inspires happiness and strength;  we offer also a premium service which is giving to the consumer the possibility to come in our shop and to configure his clothes, to chose motives and materials.

Trend setter in the luxury business clothes industry. Innovative producer that is able to reinvent each year the way of expressing joy and power in the business fashion world. Premium products with high quality standards, exceptional quality of manufacturing. Will be offered also a high premium service to give more value to the client: customizing with experts the clothes, special created or new find materials (unused before), hand made products with painted or knit motives; Business women, from Europe, cities; 30-70 years old; big incomes; smart, high studies; concerned to have high live standards; big expectation about products and services, high maturity in choosing them.

Special stores, boutiques will dispose the collection. There will be always seen artists which are working to manufacturing the high premium products of the most expensive lines. These boutiques should express spiritual warm, they should be not too big. Will have heavily charged walls, storefronts. Always with warm light and always inspire the idea of creating clothes in the traditional way (as in old creators boutiques). The stores should inspire also the idea of the importance of the women and the capabilities of finding solutions for her, not the idea of the importance of the product. Will be available also the possibility to make a reservation online but for buying the product the consumer must meet the boutiques atmosphere and to find the story and the insights from the passionate stuff.

Because this is a different business which brings different products and services it needs different advertising campaigns. It will be visible by using a Zeppelin which will fly above the cities. We will use laser tags in the night to make visible this flying object. In the cities we will organize fashion events in the public places and we will use lots of color, images and lights. We will add messages in the business (also plain) magazines and online. In the business districts we will put Quick Response Codes which will send our costumers through their mobile phones to a special web site where they will find a fairy tail about colors in business.

Colors; business women with happy faces in colorful, natural spaces; always will be visible also the shadow of the cities.

Life is about being different, about reaching the mountains in an own way, about enjoying the sun rising in a specific way, about walking on roads by using beliefs, ideas and capacities that are unique. We want to create the clothes that help business women to communicate easily, to express their identity, their beliefs and values easily. We really believe that we can smile also through our clothes. And this is a big problem in the business environment, no clothes are smiling.  Creativity, joy, elegance, uniqueness – those are our values.  Bringing the smile in business; we want to see more joyful and happy business women – this is our mission.  The world will be better with more power of expression – this is our vision.  Clothes with smile – this is our claim.

Ankaffa (Zara) - First place project.pdf

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