Challenge #1: Extend a brand's image portfolio, to simultaneously appeal to two target segments --- GenY and GenX.
Challenge #2: Align the brand's images with its premium price points.
Sen is a Los Angeles-based, Korean designer.
The look of her fashions is very sensual, and very body conscious — wearing her creations requires the right physique. Her designs have a very clean, architectural line.
I decided to showcase her designs in a sophisticated setting, supporting a premium price point. I directed the photoshoot to appeal to two customer segments: affluent Gen Y customers and young celebrities (primary target market) as well as Gen Xers (expanded target market).
I styled photo shoot to look as if it belonged in Italian Vogue. I rented a suite at a cool upscale hotel, to suggest a young celebrity lifestyle, building toward a red carpet event.