Design Thinking: ba&sh

(Image courtesy of ba&sh. Image depicts the Pepite Coat in off white (comes in Pink and Dark Blue). ba&sh describes this coat as, "The short coat pairs notched lapels, a double-breasted front and long raglan sleeves with a button tab. Oversized pockets and rounded oval shape for more casual style. This coat is cut in a warm wool fabric that's soft and supple. You'll love the large topstitched storm flap. A short coat that's perfect for keeping chic globetrotters warm this winter. Contains no harmful substances beyond those allowed by current regulations. Especially mindful of your skin. Short coat, Notched lapels, Long sleeves, 77% virgin wool, 23% polyamide" Price=$555 )

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking into their market offerings. I had the opportunity to talk with Marissa F., Director of Digital and CRM , to learn more about the mission and vision of the ba&sh.

(Image courtesy of ba&sh. Image depicts The Scarlet Dress. The Scarlet dress is described as, " made for parties and evenings out. The short dress is embroidered with sequins and has audacious features like the ballerina neckline that shows off your collarbone, batwing sleeves and a draped skirt that flatters the figure. The sexy detail is the deep V-neckline in the back that runs down to the waist. A short party dress with uber feminine style. Short sequin dress; Ballerina neckline; Batwing sleeves; Backless." Price=$495.)

1. How is ba&sh different from other fashion brands?

Ba&sh was founded by two best friends, Barbara & Sharon. They wanted to deliver to women the dream Parisian wardrobe. The brand started small, but with the right product, and a great team they grew pretty quickly. Then in 2015 they took an investment from LVMH investment arm (Lcatterton), and the business has been skyrocketing ever since.

(Image courtesy of ba&sh. Image depicts Sweater Sean Marine . This sweater is categorized by its," Knit in a wool, cashmere and cotton blend, this striped sweater revisits nautical style with a round neckline and button placket on the shoulder. Ribbed edge finish along the neckline and cuffs. This sailor-stripe sweater in a soft and cozy knit is the perfect complement to a mid-season wardrobe. The wool of this garment is ethically sourced. It guarantees animal welfare and sustainable pasture management. Sailor sweater, Crew neckline, Long sleeves, Buttons on the shoulder,35% wool, 35% cashmere, 30% cotton" Price=$325)

2. How does ba&sh stay ahead of upcoming fashion trends?

The ba&sh design team works very closely with Barbara and Sharon to get inspiration for the upcoming collections. In fact they go to Barbara and Sharon’s home in Ibiza to spend time together, observe the fashion they are seeing there, and work on the collection.

(Image courtesy of ba&sh. Image depicts ba&sh founders Barbara Boccara & Sharon Krief)

3. How does ba&sh incorporate its mission and vision into its product offerings?

The vision for ba&sh is to continue to be the go-to brand for women who want to feel amazing in an outfit that takes them from the office to the party. We also have a mission to become more sustainable. You can read more about that here: https://ba-sh.com/us/the-ampersand/commitment.html

(Image courtesy of ba&sh. Image depicts The Gabriel Carbone Dress in grey. This dress is characterized by its," straight skirt, fitted hips, round neckline and 3/4-length gathered sleeves. It has a seductive floral print combined with a wide border adorned witha circular pattern inspired by artisanal wood carvings and ancient bas-reliefs. It's cut in a smooth and flowing fabric with a pleasant feel. The standout detail is the playful cutouts that show off the waist at the sides and the back. A bold and and feminine long print dress. This style is made in a viscose which comes from sustainably managed forests. Long print dress, Round neckline, 3/4-length sleeves, Side and back cutouts, Top with keyhole and zip. Skirt with zip., 100% viscose." Price=$525)

4. What is the future of the company?

We expect ba&sh to continue to see massive growth. As we expand in the US and in Asia, and continue to open more retail locations. As the business grows, the teams will grow too, and we look forward to continuing the ba&sh spirit.

(Logo courtesy of ba&sh)