DUR DOUX BUILDING UPWARD FROM COVID

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• The mission of Dur Doux is to create price accessible, ageless, body inclusive, high quality women's clothing.  The all African American female design team embraces a philosophy that beauty and style is defined by all of society's cultures and ethnicities.  Women are changing the world and our fashion reflects this societal shift.  Images and persona of women in the coming decades must be cross generational and versatile.  It affirms today's mutli-cutural/ethnic women as trend setters, leaders of government and industries across the globe.  Dur Doux is the 'New Legacy Fashion': Women Designing for Women.  Our designs are contemporary yet timeless. 
• As an African American Female design team (daughter and mother), we seek to develop a fashion label that advocates "ageless style",  has cross-generational appeal by breaking through society's nondescript image of a beautiful or mature women. The societal impression of the mature woman has been outdated for many years. We want to offer high quality designs targeted at women like us ages 25-55+, who want to feel and dress stylishly regardless of age or non=traditional body type.
• Dur Doux’s unique selling proposition is to offer fashion forward, elevated clothing that has high quality distinction but at the same time maintains price accessibility, with well constructed and unique fabrications/designs (comparable with heritage luxury/designer labels: i.e: Dior, Chanel). The clothing is wearable/comfortable and can be worn on an everyday basis or evening/red carpet occasions.
• DUR DOUX is seeking your funding support to: 1. Re-estalblish basic business operations after having to shut down (including closure of our boutique) due to the Covid pandemic.     2. To develop one new fashion collection  3. Pay for costs for production of our new collection (Based on retailer buys and projected online direct to consumer pre-orders)
• The DUR DOUX Team of All Females includes: 
  Full-Time Creative Director Najla Burt       Full-Time Co-Designer, Cynthia L. Burt. 
• Part-Time Fashion Design Associate, Vacant 
  Part-Time Fashion Assistant Intern, Amanda Farabow 
  Part-Time Fashion Assistant Intern Keely Buchanan 
  
  *(Throughout the year we engage contract freelance staff for IT support, E-commerce, garment construction/seamtress services, etc.)

Women’s wear is a huge market that millions of fashion brands capitalize on. Women's wear was the largest segment of the clothing and apparel market by type of apparel in 2019 at 55.7%. The women's wear market is segmented by type of apparel into dresses & skirts, trousers, blouses, jerseys, sweatshirts & pullovers, coats & jackets, suits & ensembles, sports & swimwear, t-shirts & singlets, night & underwear (women & girls) and blazers and others. Dresses & skirts were the largest segment of the women's wear market in 2019 at 23.3%.

Women’s fashion industry will register a compound annual growth rate (CAGR) of 4.7% until 2025. This growth is attributed to several factors. Some of them include women empowerment, the increase in women workforce, and the rapidly evolving women fashion trend. Unlike men, women are more physically conscious creatures. They click the checkout button as soon as they see the newest line of clothes online.

American women aged 35 to 44 are the highest spenders in clothing. On average, they spend $960 every year on clothes that fill their wardrobe. The women’s apparel industry is predicted to hit over $165.4 billion in 2021 and we are excited to be a part of it and bring affordable luxury to the masses!

By being an aspirational brand with price accessibility, Dur Doux creates a sense of desire among the target market, which in turn increases the value of our brand offering.   A large portion of our target market wants the products but not all can afford the full range of our products.  However, a significant portion believe that some of the products can be attained immediately with the potential for reaching higher priced products over time

Customer Segment

Dur Doux sells women’s ready-to-wear clothing.  Dur Doux’s customers are “aspirational consumers” defined by their love of shopping, desire for responsible consumption and their trust in brands to act in the best interest of society. These consumers are materialistically oriented while at the same time aspiring to be sustainable in their purchases and beliefs.” They range from ages 25-55+.

1. ((25-35) Women in this age group may be in college or have recently graduated from college and have started their first job or they have transitioned to a 2nd job. Although they may not have as much buying power as their older counterparts, many times they are unmarried, without children and spend their disposable income on clothing, electronics and entertainment.

3. (35-45) This age group is more interested in establishing their personal brand. They shop for clothing that represents their professional and personal style. 

4. (45-55+) This age group is very comfortable in their fashion style. They seek to update and do selective innovation.  They are selective in the clothing they purchase and venture out to heighten their personal style.

Market Distinction-Unique Selling Proposition

Dur Doux’s unique selling proposition is to offer high-end clothing  that is price accessible, well constructed and uses fabrications that are associated with luxury/designer clothing but it is versatile and can be worn on an everyday basis.

Target Market

• Dur Doux’s target market is comprised of soon to be professionals or professionals with a high disposable income between the ages of 25-55+

• The typical Dur Doux woman is self-assured yet sexy and feminine; a mix of French chic and rock grunge at the same time.