TATA Company, India
Fastrack Design team, Titan Industries
18 weeks, Fall 2013, National Institute of Fashion Technology
Research, Market Study, Ideation, Concept development & realization, Prototyping, Product Design, Lifestyle
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Fastrack, India's youth brand has been a stronger Brand with respect to guy’s watches as compared to girls. Majority of sales comes from guys segment, while less from girl’s product. With the growing competition & to strengthen market share, there was a need to introduce more girl’s watch by the brand.
In a team, I worked on the project as a product designer under the supervision of an industry mentor.
Fits & Forms
The form & styling of watch had to appeal youth girls, also had to look simple as well as premium to have an edge in the highly competitive market segment.
As part of my second project, I worked on digital watch Project with Fastrack. The form and styling of the watches carry a futuristic look and adds to edgy image of the youth brand. Cost was sustained to be pocket friendly for aspirational youth market segment in India. it complemented fashion sense, not compromised in particularly appealing to its youthful target market.