EUNOIA
This project was developed from a fashion management perspective, identifying an underserved need in formal wear: the lack of proposals that functionally and aesthetically integrate the insulin pump. Based on market analysis and the rigorous demands of haute couture, solutions were proposed to combine innovation, functionality, and elegance, responding to an audience with specific health needs. The design work was made possible through the contributions of Angélica Osorio and Diego Amortegui, who developed the technical proposals that materialized these ideas within a collaborative management and design process.
The primary objective was to create a formal fashion proposal that resolved the technical and aesthetic limitations faced by insulin-dependent individuals when wearing their medical devices. As a result, pieces were designed that integrate hidden pockets and discreet closure systems, intended to ensure comfort, security, and accessibility without altering the silhouette or the elegance of the garments. This project demonstrates how design management can transform a medical need into a creative opportunity, offering solutions that dignify the user experience in formal contexts.
MARKET SEGMENT
The target audience consists of young men and women between 18 and 25 years old residing in urban areas of Colombia, primarily within socioeconomic strata 3 and 4. They are students or employees living a socially active lifestyle who, due to their health condition (Type 1 or Type 2 diabetes), need to integrate insulin pumps or glucose monitors into their daily lives. In formal contexts such as weddings, dinners, or gatherings, they seek modern and functional garments that allow them to feel secure and comfortable without compromising aesthetics.
Their interests focus on fashion, comfort, and well-being, prioritizing clothing that combines elegance with practicality. They value discretion in design, adaptability for different scenarios, and the ability to integrate medical devices naturally. This profile reveals a specific need: garments that, in addition to highlighting their personal style, provide the confidence and freedom to fully enjoy their social activities.
FROM THE USER TO THE PROPOSAL
The consumer targeted by this project lives in urban environments, maintains an active lifestyle, and values their physical, social, and emotional well-being. Although they seek to project a positive and healthy image, they face challenges in balancing their exercise routine with their personal life, especially regarding the management of their medical condition. While their immediate environment is supportive, they still encounter difficulties accessing formal wear that integrates functionality and style, which limits their comfort in formal contexts and affects how they interact within their social circles.
In response, the value proposition offers evening gowns and formal suits designed specifically for people with diabetes, incorporating discreet adaptations such as pockets for insulin pumps and glucometers. These garments combine comfort, modernity, and elegance, using high-quality materials and a design focused on ensuring security, functionality, and sophistication. In this way, the project promotes a user experience that allows individuals to fully enjoy social events without sacrificing either well-being or style.
STRATEGIC OBJECTIVES
1
Financial
Access public and private financing programs to strengthen the project’s capital.
Generate sustained income through promotional packages during key dates without affecting quality.
Diversify the product range with more casual pieces, such as office wear, to expand the target audience.
2
Customer
Increase brand visibility and credibility through campaigns with health and fashion influencers.
Strengthen relationships with frequent customers through a loyalty system featuring functional gifts.
Improve customer access and service through an online store with a personalized experience.
3
Internal Processes
Guarantee quality and compliance by consolidating a reliable network of suppliers and distributors.
Improve the design and usability of the garments by incorporating direct feedback from insulin-dependent individuals.
Increase operational efficiency by standardizing production processes and quality control.
4
Learning and Growth
Encourage team brand ownership through recognition and active involvement.
Provide training in digital tools and functional fashion trends to strengthen innovation.
Promote internal spaces for collaborative innovation to generate improvements in processes and products.
LAUNCH STRATEGIES
1
Instagram Reels: Young models wearing insulin pumps with evening gowns and suits
Goal: Visually demonstrate how the garment allows the wearer to carry an insulin pump with complete naturalness, without compromising aesthetics, comfort, or freedom of movement.
Duration: 15 to 30 seconds.
Opening: Model in an elegant dress at an event. Text: “Do you use an insulin pump?”
Cut: Close-up showing the hidden pocket and how the device is placed.
Closing: Model says: “I feel free, confident, and elegant.”
2
Facebook Ads Goal: Clearly communicate the product’s competitive advantage: elegance without sacrificing functionality for young people with specific medical needs.
Format: Vertical image.
Text over image (clean, modern typography): Elegant fashion, adapted to you.
3
Pinterest: Static pins of elegant dresses and suits with functional descriptions – mockup
Goal: Visually capture attention with elegance and clearly highlight how each garment incorporates functionality for people with insulin pumps.
Pin Format: High-quality vertical image (2:3).
Pin Title: Evening gown with invisible pocket for insulin pump.
Description (text below the Pin): Elegant fashion, adapted to you.
FINAL PROPOSAL
