Summary: The Covert Affair

When everything around you seems so routine and mundane, switch it up a little and think outside the box. Being known as simple, boring and everything that is done is expected, there is no room for excitement. Well all of that changes, except for the eyes of those on the outside looking in. Living double lives, both are extreme opposite of each other and both are extremely satisfying in their own right. Unfortunately they don’t play hand in hand, and the secrecy of one determines the success of the other and vice versa.

Inspiration
My inspiration came from the show “The Covert Affair”. The title moerso than the show grabbed my attention and was ultimately where I pulled inspiration from. It stems off of the
basis of living double lives and pulling it off without anyone knowing but you. I have put a twist on it, allowing my target market to have a very diverse wardrobe, going from one extreme to the next. I have included tailored pants suits as well as dresses in my collection, depicting a very strong and structured woman. She is set in her career, yet lives a fun life, surrounded by friends and family. But they are also much like herself, safe and secure in their comfort zone. When night time falls, she becomes someone else. She is having a secret affair with excitement, with danger, with city nightlife, with fun and with herself!! Her wardrobe is no longer safe, her friends are not the same, her family has no clue that she is prowling the streets, partying, living the life that she has always wanted to but was too afraid to do so. Dressed in her edgy fashions appropriate for each occasions, she walks with even more confidence than ever before. Baring her skin, through sheer garments trimmed in leather accents, screams to the world, I am a here, I am confident, I am sexy and I know who I am!
After months of dipping and dodging, frolicking around in different styles she finally discover the key to maintain her secret of living double lives. By day she is a teacher, a doctor, an artist, a lover, but by night she becomes mysterious, dark, secretive, veiled, sexy; she becomes someone else. Her good girl image is shaken, she walks on the line of danger and dances in the arms of death. She soon accepts the fact that she is having a covert affair with the city nightlife.

Customer Profile & Demographics

Sashaying the streets of the city, they are leaving their fashionable stiletto mark from city to city.
Step to the side as they come through, painting the town red, pink, blue and green with their bright, bold and bigger than life itself personalities. This market is comprised of fashion gurus from the Generation Y. Their age ranges from 23 to 35. They play a vital role in the market and have significant impact on spending. These women are more risqué than others, yet they are received as “Statement Pieces”, “Timeless” and “Classic. Young and vibrant, they are trendsetters wherever they are, be it at school, work, or a social gathering. Education and sophistication plays hand in hand when it comes to this group of business oriented women. It is a must that the stay abreast of the latest and the greatest in the world. Being media and techno savvy they remain current with the next “best thing” that is on the market. At any given moment they may be found browsing the halls of the local museum, viewing the latest art exhibit or partaking in secret affairs. They live very exciting lives, but not everyone knows just how much excitement they are truly having. Educated with multiple degrees they are well aware of where they want to go in life and they are planting the proper stepping stones to get
there.
70% are married but only 50% have children.
They have careers that they are passionate about and thoroughly enjoy. Only a small 12% have corporate jobs. 14% are devoted wives and mothers with no career, only hobbies. The remaining 74% will not hold down the typical cookie cutter office job. They are designers, boutique owners, buyers, authors, architects, actresses, models, theatrical directors, poets, dancers and artists. Suburban is great for the 14% that have kids, but they love the city life and everything that it has to offer. 86% sulk in the fact that their location allows them to be convenient to everything and everybody. They are social magnets, and are constantly on the go with friends and associates. They can be spotted at art and fashion shows, museums, clubs as well as coffee spots whenever time allows.
They range from size 14-22, all of which leads very active lifestyles. Learning excites them and their walls are filled with bookshelves which are adorned with hundreds and hundreds of books. Some of their hobbies include arts and crafts, painting, traveling, wine tasting and of course
shopping.
They love to have creative control over most things especially their wardrobe. Pairing polka dots with animal print and bold chunky accessories all seems to work for them and comes across as fashion forward instead of tacky. Standing out isn’t something that they aim to do, it is something that just kind of happens.
The saying that “the only thing that is constant is change”, sums them up in a nutshell. They are prone to abrupt shifts in taste, which makes them fashion gurus all itself. One may look at them as being spoiled, but can they really be lumped into that category, when they are independently self sufficient.

References

What is Generation Y? (n.d.) Retrieved from http://www.wisegeek.com/what-is-generation-y.htm