Fika Capsule Collection

Fika capsule collection cover —

Concept — lagom, [la:gom]:

Moodboard — inspiration, style and clean design: a collage of minimalist knits, relaxed tailoring and muted stripes in greys, creams and greens.

Colours and fabrics — a soft neutral palette with sustainable hemp, organic cotton and wool: wool jersey knit, wool super, poplin hemp and organic cotton gabardine swatches.

Print development — geometric: woven and knit geometrics with irregular widths playing with embroidery stitches, three placement studies beside the painterly inspiration artwork.

Print development — stripes: woven and knit stripe variations in forest green, sage and off-white, drawn from the same inspiration artwork.

Range — six outfit flat-lays with the size chart, beside the illustrated outfit line-up and three fit models covering sizes S to L.

Product development — the supply chain: tier 1, 2 and 3 suppliers, upstream and downstream activities, and the product journey from yarn supplier to consumer.

Sourcing — suppliers evaluated on pricing, minimum order quantity, delivery timeline and location, with tables of garment manufacturers and organic cotton and hemp fabric suppliers.

Market analysis — section divider on the sage-grey slide.

Sweden market — PESTLE analysis, SWOT and a country overview with Swedish apparel industry figures.

Competitors — brand comparison table, a positioning map of affordability against exclusivity, and the competitor board with Arket, COS, Filippa K, Nudie Jeans and Hope.

Target consumer — demographics, geographics and psychographics of the Stockholm millennial customer, beside the Fika customer board: