For initial research I wanted to look at Goji's current product range. What I surprisingly found was that for a new, up and coming company the items they had were very bland and generic. The colours were dull and the only aspect of pattern is polka dots. There doesn't really seem to be a sense of style that would attract a young, fashionable audience. The materials used also seem very plain and don't have any luxury look about them.
Logo and strap line: