With our business plan underway, we launched a survey to get a pulse on the market and where the gap was in the marketplace. We found that most women were challenged in finding evening wear that satisfied the need for coverage, a market commonly known as "modest". We will discuss my struggle with that word in a later post.
We began to brainstorm about the product. What should be the design? What body types will it be suited for? How do we make the design practical and elegant? What are all the different considerations that we should be undertaking in this design process?
The designs then started. We began with the base dress and discussions around whether it should be an A-line bottom or a slight mermaid style. We also discussed the market, we wanted a gown that had flexibility, where you could invest in many outfits in one.