From this project, my team was viewing the fashion industry through the lenses of consumers and using it as a tool to build up a brand with our message. Looking into the predominantly young consumer market, it's clear that the sustainability trend is striking the industry with many new triumphs. Yet, to survive, serve and thrive in this market, it is the most competent way to get a hold of our environment and target customers. Our breakdown shows that Vietnam is a diverse setting with such wealthy culture and roots. Therefore, understanding the characteristics and meeting their command is crucial to "win the heart" of our customer segment. To that end, "Theinnertoothstories" bases its sustainable fashion and business concept on the tastes and preferences of the younger generation. Our message is to become a constant presence in their lives, an "inner tooth" that witnesses their adulthood. We were motivated by the concept of the inner tooth, which is not immediately apparent to consumers. However, once our existence has been uncovered, we want to highlight our unique qualities to the community. Like a tooth that remains with its owner till the final moments, the goods sold by Innertoothstories are meant to accompany the wearer on their journey and witness the tales they tell. The project taught us a lot, giving us the tools and the perspective to succeed in our field by seeing things from several angles and interacting effectively.
