Company Overview

Threads is a styling company specialising in women’s avant-garde fashion.

I am interested in fashion styling because it is a creative process with endless possibilities and an opportunity for self-expression. Threads is all about defining the unexpected and unconventional aspects of fashion. The reason why Threads soley focuses on avant-garde styling is because this specific area is often only translated on the catwalk and worn mainly by daring celebrities.Threads aim is to trickle down avant-garde styling to the general public who are fashion conconcious, but want to be different and stand out of the crowd. Our aim is to not follow current systematic trends, rather we aim to produce outifts that are unique and eccentric in nature.

There is always something new to discover at Threads. We aim to strive to produce the most unique ensemble of garments and accessories to amplify peoples’ individual style and at the sametime we foster our trademark look of avant-garde styling. Needless to say, we do consider the practicality of our styling of garments and accessories.

Threads takes inspiration from avant-garde fashion designers such as Hussein Chalayan, Viktor & Rolf and Alexander McQueen, as well as fashion expert stylist Patricia Field, editor-in-chief of American Vogue Anna Wintour and style queenSarah Jessica Parker. New York and Paris are key hotspots that Threads derives inspiration from. From the Haute Couture creations of Paris to New York fashion Week;Threads travels far and beyond for inspiration. AmericanVogue and Vogue Italia are crucial magazines that we analyse.

Our main design principle is to be unique and foster an eccentric avant-garde approach to styling. 
Further key values include:

1. Do not follow current fashion trends; only take inspiration.
2. Be spontaneous and opt for the unique and the unexpected.
3. Do not be afraid to  take risks; fashion is all about the unexpected.
4. Be inspired by the world around you and not just by fashion itself.
5. Be cautious to not go over the top and over-embellish your outfit; less is more.

Threads apppeals to the 18-45 year old female clientele. We wish to appeal to customers who are not fashion savvy; rather those individuals that opt for a personalised style that is bold, eccentric and unique. Our clientele would ideally have a considerable amount of disposable income, however, we do tailor individual needs as we understand that not all clients from the various age groups have the same amountof disposable income. Thus, we cater for various socio-economic circumstances.


Strengths:
- We are the only styling company that specialises in avant-garde fashion.
- We cater for a large age group.
- We like to take risks and do not abide by any rules or limitations.
- We do not like the obvious; rather we like the unexpected.
- We like to mix and match designer wear with vintage finds, as well as pieces
from chain stores.

Weaknesses
- There may be a reluctance for individuals to try out avant-garde styling, as it may be considered impractical.
- There are other styling companies and stylists that specialise in traditional fashion; as such Threads has to compete with other stylists that offer a safer option.
- Society may not fully understand avant-garde styling and thus may over-embellish their outfits.
- The notions of ‘less is more’ can still be applied to avant-garde fashion, but without a clear grasp of the concept this notion may be overlooked.
- Society may be reluctant to try out our service with preconceptions that avant-garde fashion is expensive.

Opportunities
- We are the only fashion styling company that specialises in avant-garde fashion.
- We have the opportunity to cater for a new and unique market within fashion styling.
- We have the potential to have a large customer base, due to our diverse age range.
- We have the power to trickle down avant-garde fashion into mainstream society.
- We have the ability to educate society about the notion that avant-garde fashion can be eccentric and practical at the same time.

Threats
- We have competitors that offer a safer and a more traditonal way to styling.
- We may not have adequate business finance to fulfill all customer wants.
- It will be difficult to get through to society if preconceptions are made about the impracticality of avant-
garde fashion.
- Society may not accept this new branch of styling.
- There may be a small market for avant-garde fashion in Australia.