KUMO

Creation and strategic ideation of a contemporary fashion brand, developed within the framework of the Behavior of the New Consumer course in the Master’s in Fashion Marketing and Communication.

Students

María Cecilia

Teachers or tutors

Fernando Marugan

Area of knowledge and degree

Fashion, Máster Universitario en Marketing y Comunicación de Moda

Publication year

2026

Project description

This project, developed for the Behavior of the New Consumer course in the Master’s in Fashion Marketing and Communication, focuses on the strategic conceptualization of an outerwear fashion brand. Based on an analysis of the hybrid consumer (online/offline), it defines a value proposition centered on identity, emotion, and real functionality.

KUMO is a fashion brand that blends design, comfort, and personal expression. Through jackets with a distinct identity, the brand offers pieces that are each unique, just as every individual inhabits their own world. KUMO views fashion as a visual language that allows multiple universes—cultural, emotional, and aesthetic—to be expressed without confining the consumer.

Meaning: “cloud” in Japanese.
Concept: lightweight, sensory fashion designed to feel like “being in the clouds”: soft, comfortable, gentle, and inspiring.
Insight: when you’re “in the clouds,” your mind drifts to a beautiful place—imagination, calm, ideas, desire.

KUMO’s first collection, Tokyo Drift, is conceived as a manifesto of identity, viewing outerwear both as an emotional refuge and as a work of art. Inspired by the duality of Japan—the vibrant energy of Tokyo and its more poetic, contemplative side—the collection translates urban movement into cloud-like volumes and padded textures. It pays homage to Japanese culture while celebrating the country’s rich cultural diversity, which serves as a key source of inspiration.

The project begins with an analysis of the new fashion consumer, mainly Generation Z and Millennials, recognizing that purchasing decisions are no longer driven solely by functional needs but also by the pursuit of security, belonging, esteem, and self-actualization. Based on this insight, KUMO was designed as a brand that connects with the higher levels of Maslow’s hierarchy, using fashion as an identity language and a tool for personal expression.

The work develops a 360º brand strategy, including the definition of online and offline consumer archetypes, planning of the customer journey and hybrid touchpoints, and the conceptualization of a physical store designed as an urban refuge and a sensory extension of the KUMO universe. In the digital realm, communication is tailored to each platform, with native content for TikTok and Instagram, and Spotify playlists that reinforce the emotional dimension and brand identity beyond the product itself.