final major project

SK (SinghKaur) is a new streetwear brand that is aimed at individuals aged 16-25. In a traditional society where genders are segregated, SK is an upcoming brand that will be promoting unisex clothing. SK is aimed for British Indians embrace their culture/religion, as cultural values are incorporated, but also an opportunity to bring modernity to Sikhism.

 

Being an online brand, the primary sources are the app & website. Features include shopping for products, blog and how-to-style, and our partnering charity; Sikh Relief. When shopping for products, you have an option for unisex products, as well as women and men products. Consumers will also have the option to shop our partners products; Debonair for Men, a male grooming brand. Within the blog, it will be a community where the consumers can communicate with one another about fashion tips or life advice. It will also have blogs on fashion, culture, society and music with up-to-date events. Sikh Relief are a British charity that focuses on creating a lasting legacy of positive change in people’s lives. SK are partnering with them as, in Sikhism, it is religious for 10% of our earnings be given to charity (or Gurdwara – Sikh temple).

 

With the British Indian population growing by 0.5% from 2001 – 2011 (Gov.UK, 2018), the growing Indian consumer will want brands adapted to their culture. In a recent interview conducted, the consumer strongly believed that there were not enough brands and marketing campaigns that is relatable to the Indian consumer. “SK will be a perfect platform and stepping stone for brands to watch and follow their footsteps.” 

 

As the streetwear market forecast to grow, with the increase of luxury sales, a lot more brands will be adjusting to this trend. As E-commerce is becoming the most popular way of shopping as the sector expanded by 11.4% as of September 2018 (Wertz, 2018), it is evident that an online streetwear brand is needed in order to appeal to the younger consumer.