THE MAKER
ROLE: GRAPHIC DESIGNER, FASHION DESIGNER.
This 6-month research is a case study that explores Etsy and Macy's potential team-up opportunity. By identifying targeted strategies based on end-use customer characteristics, a product line (The Maker) is presented that would make the Etsy and Macy’s partnership successful for all stakeholders.
The study includes target customers' research, Etsy-Macy's research, the partnership's SWOT analysis and a 260-student survey that altogether indicate the importance of the line's authenticity, sustainability, and the millennial customers' purchasing experiences.
“The Maker” is an apparel line that connects the designer with the artisan, the artisan with the end-user customer, and traditional handicraft with modern technology, presenting key multi-use items together with basic garments for multi-purpose daily wear. Solid fabrics sourced from craft villages in Southeast Asia through an Etsy craft supply wholesaler such as Little Vietnam are processed (screen printing, digital printing, dyeing, embroidery) by an Etsy Manufacturer such as Metaware. Products are displayed and sold through Etsy at Macy’s, featuring customer-interactive technology through tablet screens on the retail floor. Customers can see how the fabrics are woven, processed, and worn in different ways. Tablet screens also interface with existing “One Below” technology like the selfie wall along with social media channels (Facebook, Twitter, Instagram, Etsy App). Customers can follow makers, express themselves and tag friends on the spot.
The case study won YMA 2017 Fashion Scholarship.
