This project sought to develop a product based on primary research, that catered to a consumer need that might have been overlooked in the current fashion industry. We (me and my group members) found a gap in the market for trousers that cater to the changing bodies of women post menopause. The development of Le Bisou resulted from this. The project delves into the creation of our product from conception to sale. My area of focus after conceptualisation was in the distribution strategy and financial objectives.
A luxury womenswear brand specialising in trousers for baby boomer and generation X women. Our trousers have a unique elastic patch on either side of the waist to provide comfort and better fit for women of this age group, to accommodate for their changing bodies.
Italy has the third oldest population in the world, with 24% of the population aged 65 or older, and an increasing average age of 46.4 years (Statista, 2023). Therefore, the needs of this age group must to be catered to.
The onset of menopause is most often between the ages of 45 and 55, and can last as long as 14 years. During this transition, women tend to gain weight more easily, experiencing changes in their body shape particularly in the waist region, and have more sensitive skin (National Institute on Ageing, 2021).
Therefore, generation X and baby boomer women have unique needs when it comes to clothing, especially trousers. According to our survey, many women in this age group struggle with body issues, including a wider waistline and a need for comfort. The ideal trousers for these women would be comfortable, easy to wear, and stylish. They need pants that fit their body shape comfortably, that are made of high quality materials, while still making them look fashionable and chic.
A current trend in fashion is the concept of "ageless fashion," where clothing is designed to suit women of all ages, including those over 50. Women in this age group are increasingly looking for clothing that not only fits well but also flatters their bodies. They want to feel comfortable and confident in their clothing, while still expressing their personal style. Another trend is the use of elastic waistbands, which provide extra comfort and flexibility to women with a wider waistline.
Our target audience is affluent women in Italy, who value quality and luxury in their clothing. They are looking for trousers that are made from the finest materials and crafted with the utmost attention to detail. They are likely to be fashion-conscious, with a love for designer brands and a desire to stand out from the crowd.
Our brand positioning statement is "luxury meets comfort." We want to position our trousers as the perfect combination of luxury, comfort, and style. We want our trousers to be seen as a status symbol for women who value quality and craftsmanship in their clothing. Priced between 180€ to 250€, Le Bisou stands out in the market of luxury pants, distinguishing itself from brands like Mother Denim and Max Mara. With a commitment to impeccable craftsmanship and attention to detail, Le Bisou offers an unparalleled combination of style and value. Embrace sophistication without compromising your budget, as Le Bisou redefines the boundaries of accessible luxury
Made from high-quality materials that are both comfortable and durable.
A triangular-shaped elastic portion on either side of the waistband to accommodate a wider waistline when required, while remaining comfortable.
Variety of styles to suit different body types and personal preferences.
Colours and patterns are trendy and stylish, making them versatile enough to wear in both casual and formal settings.
Features: Comfort, Elasticity, Adaptability
Le Bisou Patch Composition:
60% Amnisoul, 20% organic cotton, 20% Tencel Lyocell
Sustainability:
Amnisoul: a type of polyamide that biodegrades within 5 years
Features: soft, comfortable, easy to dye, breathable, easy to care
Organic cotton: GOTS-certified
Tencel Lyocell: produced from wood pulp from sustainably managed sources, a renewable resource
THE DENIM
Retail Price: 200 EUR
Style: Semi-casual
80% organic cotton, 20% nettle
Pocket Lining: 100% organic cotton
THE SUIT TROUSERS
Retail Price: 250 EUR
Style: Formal
94% merino wool 6% silk (wool fresco)
Pocket Lining: 100% organic cotton
THE LOOSE TROUSERS
Retail Price: 180 EUR
Style: Casual
100% certified Italian Linen
Pocket Lining: 100% organic cotton
THE CHINO
Retail Price: 220 EUR
Style: Semi-formal
95% organic cotton / 5% Tencel
Pocket Lining: 100% organic cotton
Rooted in textile craftsmanship and innovation, TEB (Tessile Ecologico Biologico) was chosen as the main manufacturer for Le Bisou as it produces all the required sustainable fabrics needed for the collection and is based in Italy. Looking into one single local supplier for our brand is a significant approach for the environment to avoid unnecessary transportation emissions, to lower energy consumptions and to improve supply chain transparency. In addition, having one single supplier reduces our costs due to MOQs and logistics.
Local production in Italy (near-shoring)
Use of new technologies
GOTS certified
Sustainable fabrics
GOTS fibres (cotton, linen, wool, silk)
Natural fibres (bamboo, hemp, nettle)
Renewable fibres (tencel, modal)
An estimation of our costs and prices across production to determine our retail prices and wholesale costs. This informs us on the Le Bisou profit margins per SKU.
