In Pursuit of Me

This project based on market research on the Italian luxury fashion brand, Gucci and the brand’s potential in business expansion.  Based on the research compiled, the team came up with Oddity, an innovative fashion sportswear brand.   Oddity is an Italian high street sportswear that fully owned subsidiary of Gucci. Make it first launch in April 2017.  The brand aims to provide fashionable, functional, and comfort unlimited at every situation. Our sports apparel uses new technology ; breathable, stretchable, quick drying, and odour resistant fabrics. Its texture is ultra-fine fiber that provide softness and smooth on skin, and perspiration dries up instantly, so the fabrics remain dry and refreshing.  Our sportswear aims to maintain Gucci’s eclectic and bold style that would fulfill our existing and new consumers’ needs.  However, Oddity will have a fresh and younger look with vibrant personality and a unique in design. This allows customers to still look effortlessly fabulous without burning a hole in their pockets.

​