MONOPRODUCT. Development of a Fashion Brand on the Basis of the Idea of a Monoproduct as a Product Range Proposal

The topic of the research: The idea of a monoproduct of various fashion brands. In today’s world there is a phenomenon of “overabundance of fashion” Many brands produce nine collections a year, and for the mass market segment six collections per season is something natural. But there is also a fundamentally different brands, the ones that produce one single product. Of course, this was observed much earlier (Burberry raincoats, luxury brands, making sales mostly on accessories). However, the monobrand, as its own phenomenon, was formed relatively recently. One thing, that is perfected, is a powerful application for success, since the abundance of the market is confusing to the consumers. From a commercial point of view, this strategy is also very profitable: dialogue with production is built up much easier (for example, you don’t have to think how many conditional models in a batch of products you need to order from the factory).