After a thorough analysis of the client and the product itself combined with a study of the competitors, we defined the key message of the brand - "Always in the mood". The target group consists of people who value high-quality products which implies they also value durable products. They are out of the scheme, original and they manifest it on various levels with their outfits. When it comes to their choices, they are motivated not by the repeatability or popularity of patterns and cuts but rather by their bravery and originality. They are confident, and, what follows, always in a good mood.