Her brand Erduz is aiming for the professional millennial woman who doesn’t have a lot of money to spend but still wants to have functionality and aesthetics, promoting comfort, minimal effortless feel and confidence. Izzie considers functionality as an inevitable feature of her designs, but is rather willing to concentrate on innovative patterns and the visual aspect of creating her products.
She doesn’t seem to have a clear vision of her brand concept or her product range, but finds that her thorough research and interviews with a wide range of potential customers might help her in making the best decision for her brand.
The roots of Izzie’s concept lie in her brand statement ‘an all day approach to the blend of work wear and gym wear for the professional woman‘, which clarifies her main idea in a way, but I find it would be rather long and a bit confusing for the majority of potential customers.
What I admire about her concept, though, is the aesthetic side of it, which seems to be more than clear- ‘scandi’ style, blended with innovative colour combinations and overall simplicity into beautiful timeless pieces is the vision Isobel Crew is aiming for.
I definitely consider her idea as strong and potentially applicable to the market, as currently there seems to be a gap, so I am really looking forward to seeing it fully developed in its whole potential.