Fashion Merchandising Portfolio

FA S H I O N M E R C H A N D I S I N G PORTFOLIO

PO RT FOLIO

CONTENTS

3

ABOUT ME / LETTER FROM THE AUTHOR

4

MARKET RESEARCH

8

STORE

16

MERCHANDISE

18

MARKETING / SOCIAL MEDIA

20

THE EXPERIENCE

22

THANK YOU / CONTACT PAGE

23

CREDITS

2

ABOUT ME ANALICE PACHECO Born and raised in South Florida, Analice always knew her days would lead her to working in fashion. With a strong inclination to style and business, she soon found herself as a Fashion Merchandising major. Some of her strongest passions, aside from fashion are family, music and giving back to the community. One thing Analice holds strong to is that life is uncertain, therefore she encourages everyone within her path to pursue the things they whole-heartedly enjoy.

LETTERFROM THE AUTHOR As you take a look through my portfolio, I hope to guide you through the creative process that makes up a merchandiser’s work.

As a core component of fashion, merchandising depicts the journey of goods from the moment they are produced to the moment they are in your hands. Now, I’m excited to share with you the birth of an online retailer and the execution of a start-up business model from a merchandiser’s perspective.

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market

sleepwear?

WHY

RESEARCH

4

“

Sleep

HAS BECOME A MULTI-BILLION DOLLAR BUSINESS.

NIGHTWEAR IS IN ON THE GAME, GROWING 19% IN THE LAST YEAR.”

The sleepwear category has grown 18.8% in the last year (2018). That’s more than other popular categories, like activewear (up 18.2%) and footwear (up 15.9%).

www. Edited.com

Sleep has become a major business – one estimated to be worth between $30 to $40 billion in 2018.

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It’s been observed that millennials are streaming more, relaxing more and, in general, staying in more.

STAT I ST I C S

Based on research, dresses, sets and robes are the top three categories.

SETS ROBES NIGHTDRESSES PANTS/SHORTS TOPS ONE PIECES

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SEASONALITY

Sleepwear seasonality is the core of successful sales.

Understanding when consumers shop for their nightwear is the gateway to higher sales numbers.

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INTRO

OUR STORY Ella Descansa was born in the heart of it’s founder Analice.

She saw an opportunity to fulfill a niche that would cater to the needs of a busy woman’s life. As women enter the workforce and begin to find themselves in this competitive world, they often neglect something so vital rest. Our store was created to remind our shopper that she too deserves to rest, reflect and pour love into herself.

Selling unique pieces that will flatter the female body and enhance the natural beauty of a woman, Ella Descansa is here to change the way Ella [ She ] rests.

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MISSION

statement

Ella Descansa specializes in loungewear and sleepwear for contemporary women. Our goal is to remind every woman to nuture her body and mind through rest.

rsponsibility

Every season Ella will donate a portion of their sales to a charitable cause. Making it simple and meaningful to give back to the community.

100% Eco-friendly packaging and hang tags made out of recycled paper.

CORE

values

Honesty Self-love Community Quality

WHO WE ARE

SOCIAL

MOODBOARD ELLA [ SHE ] INSPIRES ME

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COLORSTORY

Ella aims to evoke feelings of serenity, peace and rest.

Sleepwear is made to keep you at ease and bring your body to a place of relaxation. Starting with our deepest shade all the way to our softest tone - our colors are sure to have you dreaming blissfully.

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CUSTOMER

profile

WHO

IS

ELLA

{SHE}

Our shopper is a fearless, bold, and detailed woman. She has just started a new career and is hopeful about the future. With her hectic lifestyle, every minute of rest is to be cherished.

The ability to shop for quality sleepwear online fits with her life and makes resting that much simpler.

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?

Determining your

TARGET MARKET

It’s important to know who our consumer is in order to cater to their interests, price point and style. Demographics are used to describe statistical data relating to a particular group of people. Psychographics is the study and classification of people according to their attitudes, goals and other psychological criteria, especially in market research.

PSYCHOGRAPHICS

DEMOGRAPHICS

• Trend-aware • Frequents store such as Target and Whole Foods • Interested in fitness and health • Family-oriented • Earn to spend habits • Goal-oriented • Leasing/renting

• Female • Ages 22-32 (Gen Y) • 35% Married/ 65% Single • Lives in the suburbs • Average household income $18k - $35k • Entry level occupations and new careers • All ethnicities

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HOME SHOP ABOUT BLOG Our online store is home to our cozy items before they are on their way to your place of rest. The site features real time inventory, a mobile app and live assistance. The site also hosts the Ella Descansa blog - an uplifting community of women.

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shop read rest 15

ASSORTMENT P L A N Assortment planning is a tool used by retailers to plan merchandise inventory for the upcoming season.

Assortment plans are made by evaluating past sales and researching trends.

The assortment plan I have created is for the Summer season.

40% SETS

30%

ONE PIECES / ROBES

15% TOPS

15%

BOTTOMS

OUR M E R C H A N D I S E The idea behind our merchandise is

simple - versatility. Our assortment features sets which can be mixed and matched with our tops, bottoms, and robes. When looking for a quick look, our one piece rompers and long tees are a must have.

PRICING

PRICE POINT

MODERATE

PRICE RANGE

$21 - $65

MARKUP WHOLESALE: $8 MARKUP: 200%

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RETAIL: $24 PROFIT: $16

150% - 200%

MARKETING PLAN

PAID ADS Setting up an ad that targets my demographic specifically based on their age, interests and social media likes will attract new consumers. Ads like these are typically on Instagram, Facebook and Google for a fee. Most ads operate on a “PCP” (Pay per click) fee or pay per number of views cost.

AWARENESS Create awareness of

our company

Reach & frequency Brand awareness Interactions

EMAILS

CONVERSION Drive traffic to site +

increase sales

Website clicks Email subscriptions Sales increase

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Once you have driven customers to your site through ads and promotions you have an opportunityto ask them to sign up for an email subscription. A few ways to obtain emails are through: • Offering a coupon • Monthly blog subscription • Giveaways • Email Campaigns

SOCIAL MEDIA POSTING SCHEDULE

• Call-to-action • Interaction • Promotions • Live streams • Behind the scenes • Packaging process • Exclusive deals • Motivational quotes • Products

7AM - 8AM / QUOTE 12PM / STYLED FLAT-LAY 6PM / SELF CARE 9PM / PROMOTION

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THE EXPERIENCE

BRANDING Branding is the backbone of building a successful business.

With cohesive branding and a recognizable look, our store will reach the consumer faster and build a long-term relationship with our shopper.

Simple packaging made from recycled materials.

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Hand packaged with monthly quote on the label.

Free Ella shirt with first purchase.

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THANK YOU CONTACT A N A L I C E PA C H E C O

954-279-3603 pacheco.analice@gmail.com

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CREDITS IMAGES Photo by Nicole De Khors from Burst (2) Photo by Philipe Cavalcante on Unsplash Photo by Vinicius Wiesehofer on Unsplash Photo by Artem Bali on Unsplash Photo by Roberto Nickson on Unsplash Photo by Ella Jardim on Unsplash Photo by Kinga Cichewicz on Unsplash Photo by rawpixel on Unsplash Photo by STIL on Unsplash Mockups by www.Pixeden.com Photo by Chase Fade on Unsplash Photo by Avi Naim on Unsplash

Photo by Lauren Fleischmann on Unsplash

RESEARCH https://edited.com/blog/2018/05/ no-snooze-sleepwear/

https://business.instagram. com/advertising/ Retail Price Calculator https://www.omnicalculator. com/finance/markup

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