Graduation project AMFI

The lifecycle of denim

Problem (brief)

The brand identity of the Swedish denim brand Nudie Jeans

does not match with the perception of the brand amongst the Dutch consumers.

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Research question (goal)

How can we translate the Eco-cycle of Nudie Jeans into a Retailconcept

for a Experience store on the Dutch market?

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Result

The experience store of Nudie Jeans will be a place where the brand concept, the lifecycle of denim , can be experienced by the targetgroup in four phases. Where the character of denim will be displayed in fragmented shapes with an sustainable twist. It is all about the beauty of wearing and repairing denim as it almost a part of yourself and part of your lifestyle. In this way Nudie Jeans is reconnecting with their Dutch targetgroup.