Amanda Isava Fashion Portfolio

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Fashion Merchandising Portfolio

Personal Branding

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Personal Branding THANK YOU! (305) 890 5336 amandaisava@gmail.com Thank You Cards Envelope
Is Now
Time
Skin Conductance
New
Craftsmanship
Sustainability
Sleep Habits

NOWATCH is a health innovation company that determines our personalized Calm Zone using intelligent algorithms that learn your body’s natural rhythms and stress patterns through skin conductance. The NOWATCH Awareable delivers personalized insights, revealing how our daily life, stress, and unique sleep patterns correlate, and offers tailored advice for improvement in your every day.

Our pop-up location will be in Sydney, Australia, inside the Royal Botanic Garden. This store will offer a serene atmosphere with calming music, sounds, and different aromas from nature to promote relaxation for each guest visiting the store.

Our guests will have the opportunity to experience interactive displays and activities such as personalizing their NOWATCH with their favorite gemstones, joining meditation sessions, yoga classes, and more.

All of this while tracking their stress and health levels with NOWATCH’s latest technologies and a team that will help you understand your patterns to improve your daily life.

CUSTOMER PROFILE

Psychophysics Demographics

Age: 28 - 40 years old

Gender: Male & Female

Education: People with established careers. Not necessarily graduated from a university

Occupation: Artists, coaches, entrepreneurs, photographers, and influencers

Income: Mid to high income. Over 100k a year

Marital Status: In a relationship or married with children between 1-10 years old

Interests: Meditation, mental health, personal growth, traveling, yoga, pilates, and outdoor activities

TV Favorites: Pretty Women, Avatar, Friends, Eat Pray Love, Under the Tuscan Sun

Vacation Destinations: Tropical destinations and connection with nature

Favorite Restaurants: Vegan, healthy food, Italian restaurants

Music: Pop, R&B, country, and house

Focus on stress reduction and promoting a healthier lifestyle

Cutting-edge technology to measure skin conductance

Minimalistic and aesthetic design

Sustainable practices

Customization

Data safety

Competition with established smartwatch manufacturers

Lack of engagement and following on social media

Poor brand awareness

High production costs

Health and wellness trends growing rapidly Partnerships with influencers and content creators

Expand to other places in the US Partner with other lifestyle brands

People not understanding the product

Market trends changing rapidly

One product category

FLOOR PLAN

PROPS

WINDOW DISPLAY

STORE EXTERIOR

VIBRA URBANA

The Ultimate Reggaeton Experience in the US, located in the vibrant state of Florida. Spotlighting emerging artists alongside industry giants.

Vibra Urbana is a 2-day immersive, energetic, and inclusive experience with a lively atmosphere and various elements of urban culture.

HISTORY

The festival started in Miami in 2020 and has expanded to Orlando and Las Vegas.

MARKET SIZE

For the last two years, the festival has taken place at the Miami Dade County Fair & Expo, which has a capacity of 30,000 people per day.

Vibra Urbana

TICKETS

VIP and Legenda: 21+

General Admission and GA Plus: All Ages.

Vibra Urbana

Unique concept

Loyal following and credibility

Interactive installations

Diverse line-up

Vibra Urbana Festival App

Expand to new cities or regions

Collaborations and partnerships

Digital platforms for live streaming

Limited reach because it is genre-specific

Operational Challenges

High competition

Dependency on Headliners

Economy instability

Local regulations

Dependence on artists availability

Security and safety concerns

Weather Dependency

Shifts in cultural preferences and trends

Brand Positioning High Prices Multi - Genre Low Prices Genre - Specific

STop-tier headlining acts

Global presence

Brand recognition and credibility

Large-scale productions

Impressive stage set-ups

WDependency on headliners

Weather dependency

High-competitive festival market

Logistical challenges

International expansion

OIntroduce interactive experiences and workshops

Incorporate other genres

Digital engagement

Partnerships and collaborations

TRegulatory challenges

Economic instability

Security and safety concerns

Shifts in cultural preferences

and trends

Take place in one of the world’s cultural capitals

Diverse line-up of artists from different genres

International expansions

Digital engagement

Community engagement

Innovations

Weather Dependency

Limited Geographic Reach

Competition

Noise Restrictions

Regulatory challenges

Economic instability

Security and safety concerns

Shifts in cultural preferences, trends, and youth culture

CUSTOMER PROFILE

The Influencer

18-25 years old

Latina living in Miami

Building a personal brand

Active on social media

Interested in fashion, events & music

Authentic, creative, and on-trend

The Couple School Friends

15-20 years old

Male & Female

Living in Miami-Dade County

Moderate to middle-income

High-School & College Students

Like to go out, attend concerts, and watch movies

25-35 years old

In a committed relationship

Living in Miami & Orlando

Professionals with disposable income

Like to travel, go to festivals, and eat at restaurants

PRICING PYRAMID

SHOES: $120 - $152

Elevate your festival experience with the latest trends, offered at an accessible price range, tailored for teens and young adults managing on a tight budget.

BOTTOMS: $72 - $90

TOPS: $30 - $54

ACCESSORIES: $12 - $40

DENIM DENIM ON

Smarter and more playful denim elements due to a mix of nostalgia and the desire for a bold and expressive style. A laid-back, casual vibe with unique embellishments for those seeking a fashion-forward yet comfortable aesthetic.

MACRO TREND

Futuristic and Glamorous appeal with a sense of innovation that conveys a modern and edgy aesthetic to experiment with futuristic looks or add a touch of sophistication.

TREND
MICRO

A fusion of retro vibes and contemporary design makes it the go-to choice for those wanting to make a statement through their fashion choices.

MICRO TREND
COMPARATIVE SHOPPING PACSUN Silver Corset $60.80 XS - XL URBAN OUTFITTERS Graphic Tee $40.00 S - XXL BOYS LIE Tank Top $42.00 XS - XXL MICAS Denim Vest $38.00 XS - XL TOPS
BDG Baggy Boyfriend Jeans $69.00 24 - 34 AMERICAN EAGLE Cargo Short $49.95 26 - 44 ZARA Utility Jeans $89.90 29-36 MICAS Cargo Skirt $52.00 XS-XL COMPARATIVE SHOPPING BOTTOMS
FOREVER 21 Clear Bag $19.99 OS URBAN OUTFITTERS Heart pattern Socks $10.00 OS H&M Sports Sunglasses $19.90 OS PACSUN Dad Hat $22.99 OS COMPARATIVE SHOPPING ACCESSORIES
COMPARATIVE SHOPPING SHOES DR MARTENS Combat Boots $210.00 5 - 12 W 6 - 14 M ZADIG & VOLTAIRE Graffiti Sneakers $398 36 - 41 CONVERSE Chunk 70 Plus $100 5 - 15 W 3 - 13 M DOLLS KILLS Chain Ankle Boots $88 6-11

LINES SHEET #1

Adjustable Metallic Top

Cost: $15.00

Price: $30.00 Sizes: XS - XXL

The Cargo Pants

Price:
Sizes: XXS- XXL
Cost: $30.00 Price: $60.00 Sizes: 5 - 12
Cost: $36.00 Price: $72.00 Sizes: 00 - 16 Utility Vest Cost: $30.00
$60.00
Festival Boots

LINES SHEET #2

Candy Sleeveless Top Price: 20.00 Cost: 40.00 Sizes: XS - XXL
Shade Sunglasses Cost: $12.00 Price: $24.00 Sizes: OS
Price: $60.00 Sizes: 000
16
Cost: $6.40 Price: $12.80 Sizes: OS
The Bermudas Short Cost: $30.00
-
Graphic Socks

SHEET #3

Sizes: 4 - 12
Cost: $22.50 Price: $45.00 Sizes: S - XXL Cross-body Bag Cost: $15.00 Price: $30.00 Sizes: OS
LINES
Unisex Oversized Jeans Cost: $45.00 Price: $90.00 Sizes: XXS - XXL The Platform Sneakers Cost: $60.00 Price: $120.00
Blah Blah Tee
Dice Tee Cost: $22.50 Price: $45.00 Sizes: S - XXL
Cargo Skirt Cost: $40.00 Price: $80.00 Sizes: XXS - XXL Iced Out Necklace Cost: $20.00 Price: $40.00 Sizes: OS
Bodysuit Cost: $27.50 Price: $55.00 Sizes: XS - XXL
LINES SHEET #4 The
The
Meta-verse

LINES SHEET #5

Price:
Sizes: 4 - 12
Wknd
Cost: $19.00 Price: $38.00 Sizes: S - XXL
Something More hat Cost: $15.00 Price: $30.00 Sizes: OS Line Jeans Cost: $45.00 Price: $90.00 Sizes: 00 - 16 Graffiti Sneakers Cost: $60.00
120.00
The
Tee

Started by a savvy college student in 2019 who put her love for fashion, female empowerment, and entrepreneurship to the test. She wanted to create a brand that encouraged all girls, everywhere, that they have the authority to look and feel good in the clothing they wear.

MISSION

To inspire women to break the status quo and become the next generation of leaders by expressing themselves through clothing that empowers.

Unique brand identity

Strong presence in social media

Loyal customers

Empowering message

Unique customer experience

Presence in pop-ups & events

OMicro-influencers partnerships

Professional photo-shoots for their website

PR Packages

Continue with collaborations with other brands

Strong competition

Limited product offers

Slow foot traffic in brick-andmortar store

Limited brand recognition

Increase in brick-and-mortar store rent

Fashion trends changing quickly

Supply chain disruptions

T

High dependency on the brand owner

S W

GIRL SQUAD

She is in her 20s.

Living in coastal regions or drowning in this style.

Own a small business.

Working as a micro-influencer. With a moderate to middle income.

Single or in a relationship

Values empowerment, individuality, and self-expression.

With an active lifestyle or aspire to one. Like adventures and outdoor activities.

Interested in fashion, leadership, women’s empowerment, and breaking traditional stereotypes.

Low Quality Market Map

High Quality

Premium Brand Mass Market

$68 - $100

$58- $100

READY

Mass Market Outerwear Dresses Tops Bottoms

$26 - $110

$38 - $90

- TOWEAR

Distribution Channel

The main channels of distribution will be the e-commerce & TikTok Shop. With a user-friendly e-commerce experience that showcases the product effectively through high quality-images, detailed descriptions, and easy navigation. The brand will focus on having a strong social media presence to connect with their target market, creating engaging and authentic content that showcases DA’s personality to make them not only communicate but also convert those potential clients within just a few clicks inside Instagram and TikTok shop. They will continue focusing on selling at their flagship store in Orlando, FL, making in-store events, but also attending pop-up shops and local markets to create brand awareness.

B2C
B2C

SWEAT PINK CROP TOP

95% Cotton 5% elastane

Sizes: XS - L

MSRP: $38.00

DENIM MIDI SKIRT

98% Cotton 2% Spandex

Sizes: XS - XL

MSRP: $85.00

THE PICNIC DRESS

100% Cotton

Sizes: XS - XL

MSRP: $79.99

LINE SHEET SUMMER 2024

BUSINESS VEST

78% Poly 20% Viscose 2% Spandex

Sizes: S - L

MSRP: $62.00

BOLD FLOWER SKIRT

98% Cotton 2% Spandex

Sizes: XS - L

MSRP: $89.99

THE PINK TUBE

70% Cotton 25% Poly 5% Spandex

Sizes: XS - XL

MSRP: $55.00

LINE SHEET SUMMER 2024

MARTINI TANK

100% Cotton

Sizes: S - L

MSRP: $28.00

COQUETTE SHORTS

98% Cotton 2% Spandex

Sizes: XS - XL

MSRP: $90.00

FRONT TIE BLOUSE

80% Cotton 20% Silk

Sizes: XS - XL

MSRP: $55.00

LINE SHEET SUMMER 2024

OCEAN BRA TOP

98% Cotton 2% Spandex

Sizes: XS - XL

MSRP: $32.00

YE-HAW HAT

100% Polyester

Sizes: OS

MSRP: $40.00

THE PICNIC SKIRT

80% Cotton 18% Poly 2% Spandex

Sizes: S - L

MSRP: $50.00

LINE SHEET SUMMER 2024

Website Layout

Improving the quality of the photos and using different models on their website is a top goal in order to boost interaction and enhance the brand’s image.

Placing a strong emphasis on high-resolution photos with a plain background that highlight the distinctive textures, colors, and details of each item will help to better communicate the brand’s distinctive style and craftsmanship.

Social Media

Darling Authority’s social media strategy is designed to amplify its coastal western aesthetic and engage with its audience on different platforms, such as Instagram, TikTok & Pinterest.

Having an Instagram feed that showcases not only its products but also the lifestyle and values it represents. Through a mix of high-quality product photography, lifestyle shots featuring coastal landscapes, and usergenerated content, the brand aims to cultivate a sense of community among its followers.

Additionally, incorporating behind-the-scenes glimpses into the brand’s creative process and collaborations with influencers and local artisans will add depth and authenticity to its social media presence.

Photoshoot

Transport yourself to the fusion of coastal and western aesthetics in a charming beach house located in St. Augustine, Florida. With a sense of relaxed sophistication and an adventure spirit. Wearing knits and flowy garments by the beach with the coastal breeze, while in the inside of the house, a more rustic environment.

Studio/House $1,000.00

3 Models $1,500.00

Photographer $1,000.00

Food $250.00

TOTAL $3,750.00

LAUNCH PARTY

DATE: June 20th 2024 - TIME: 4:30pm

Joia Beach - Miami Summer 2024

Event Budget

Eight weeks before the event, guests will get PR packages with invitations. The packages will include three pieces from the new summer collection that have been carefully selected for each creator according to their style.

Each influencer will also receive a customized tote bag, jewelry, and a cowboy hat, as well as a unique discount code that they can share with their followers on social media platforms to drive additional traffic to the DA’s website.

Venue Rental $2,500.00 PR Packages $300.00 Printed Materials $200.00 Food & Drinks $2,000.00 Photographer $500.00 Photo Booth $300.00 Decoration $300.00 TOTAL $6,100.00

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Amanda Isava Fashion Portfolio by amandaisava - Issuu