Planning Product Merchandising Strategy
April 2nd - June 27th, 2019
Fashion Merchandising Project
Fashion Brand Management 2019
Soobin Kim
Sara Massi
Anastacia Coelho
Polimoda International Institute Of Fashion Design And Marketing
NYONYA
Capsule collection
Singapore 19/20 New Year Eve
The Peranakan Culture
We’re all projected towards a new era, in which every year we can notice a more claimed cultural mix than the year before, and Singapore is a worldwide known innovative city, but behind every innovation, there’s a story. Every future starts with the past.
According to the Index Mundi, the Singapore demographics profile of 2018 was a mix of different ethnic groups: 74.3% Chinese, 13.4% Malaysian, 9.1% Indian (includes Sri Lankan), 3.2% (others).
Originally, Peranakan is the descendant of Chinese immigrants with Malaysian and Indonesian wives, they have a specific and traditional architecture, foods and designs as for example the beading process used in different clothing, shoes or bags.
The Peranakan woman is called “Nyonya”, and our capsule collection wants to embrace that celebration of the past woman who has been part of the creation of this beautiful, colorful culture. The capsule collection puts together time and space, mixing past, present and future, exalting the multi-cultural environments that are Singapore today.
Marina Bay Sands has the NYE’s countdown as one of its most important events of the year, so we decided to use that opportunity, and along with that, the MIU MIU’s Women’s Tales project, as explained before, but exploring a new opportunity in a different market, since it does not have a director from Singapore. The New Year’s Eve is considered the last day of the year, the beginning of a new cycle, a day that represents what you have been and what you would like to become, represents freedom. It is not the past, but not the future either, celebrating the end of a cycle and a new start with new opportunities.
Gathering MIU MIU’s store at the MBS (Marina Bay Sands), with the NYE’s, the Woman’s tales signature and the Singapore International Film festival that happens from November 21, to December 01, we decided to find a link to connect all those factors and create Nyonya’s capsule collection to the NYE’s, which is the Peranakan Culture. Our questionnaire actually showed that the collection has a very good potential and is aimed to the right target customer, Nyonya is independent, contemporary, connected to her past, but decided and focused on creating her own future.