Poka Poka Concept:
I am launching a new brand, called Poka poka. The first product will be an embroidered baseball cap with a Poka poka logo, priced at $30-35 USD. The brand itself will be positioned somewhere close to Massimo Dutti on a pricing level (or a tiny bit below), halfway between Zara and Ed Hardy.
I am a Russian Instagrammer and blogger, who espouses urban exploration. I try to find the best spots in cities across Asia to take outfit shots – and plan on increasingly working in my own products. Russian style strongly defines my identity, but there is a touch of Chinese / Asian influence and American rebelliousness in there as well.
Poka poka represents the idea of urban fashion – the modern, young woman who works in a big city and is striving to make a name for herself. It should have a touch of femininity, but not in a cute or girly way. It should also show irreverence and character. Simply put: ‘something Rihanna would wear’.
Target audience is 20-30 year old women, working in white collar jobs with busy lifestyles. They strive to always be elegant, but with always a small touch of rebelliousness somewhere – a dash of red or purple where it shouldn’t be, a zest of sexy in a business outfit… These women like fashion and follow Instagram idols for inspiration. They plan vacations to be able to share incredible photos, rather than relax alone.