Fashion Merchandising Portfolio
CUSTOMER PROFILES
The Crochet Top
Star Pants
Star Tee
Biker Jacket
Crochet Beanie COST: RETAIL: SIZES: $94 $160 28-38 (US Men’s) COST: RETAIL: SIZES: $46 $78 one size COST: RETAIL: SIZES: $54 $92 XS-XL COST: RETAIL: SIZES: $40 $68 S-XXL COST: RETAIL: SIZES: $107 $182 S-XXL
LINE SHEET 1/4
The
The
The
The
COST:
COST:
The Quilted Bag The Boyfriend Jorts The Knitted Tank The Pretty Girls Hoodie The Love Belt COST: RETAIL: SIZES: $84 $142 28-38 (US Men’s) COST: RETAIL: SIZES: $47 $80 one size COST: RETAIL: SIZES: $60 $102 S-XXL
RETAIL: SIZES: $58 $98 one size
RETAIL: SIZES: $76 $130 S-XXL
LINE SHEET 2/4
COST: RETAIL: SIZES: $47 $80 one size COST: RETAIL: SIZES: $85 $145 S-XXL
COST: RETAIL: SIZES: $109 $185 28-38 (US Men’s) COST: RETAIL: SIZES: $35 $60 S-XXL COST: RETAIL: SIZES: $92 $156 28-38 (US Men’s)
The Lovers Crewneck The Baggy Jeans The Waist Bag The Aura Tee The Giant Jorts
LINE SHEET 3/4
The Sporty Crewneck The Eyelet Bodysuit The Utility Jeans COST: RETAIL: SIZES: $118 $200 28-38 (US Men’s) COST: RETAIL: SIZES: $35 $60 S-XXL COST: RETAIL: SIZES: COST: RETAIL: SIZES: $47 $80 XS-XL COST: RETAIL: SIZES: $90 $153 S-XXL The Abstract Tee The Knit Hoodie $109 $185 S-XXL LINE SHEET 4/4
Item Name Color XS S MLXLXXL Unit Cost Unit Price Total Units Total Cost 10 15 18252515 25 251815 10 1215156 15 18252512 15 18252515 15 18252515 10 1215156 10 10 12 12 20 18 20 188 6 15 15 15 15 20 18 20 186 15 18252515 25 251815 20 20 JACKETS & HOODIES TOPS Picture The Star Tee The Aura Tee The Abstract Tee The Knitted Tank The Crochet Top The Eyelet Bodysuit The Biker Jacket The Lovers Crewneck The Sporty Crewneck The Pretty Girls Hoodie The Knit Hoodie BK BL BG BRG BK GRY PNK BK/WH BK GRN WH BK WH $40 $35 $60 $54 $47 $107 $85 $90 $76 $109 $35 $68 $60 $102 $92 $80 $182 $145 $153 $130 $185 $60 138 98 148 103 103 58 95 98 98 58 98 $5,520 $3,430 $8,880 $5,562 $4,841 $6,206 $8,075 $8,820 $7,448 $6,322 $3,430
ASSORTMENT PLAN
$133,622 $1,916 TOTAL UNITS TOTAL BUY One-Size Item Name Color Picture Unit Cost Unit Price Total Units Total Cost Color 28 30 32 34 3638 Unit Cost Unit Price Total Units Total Cost 20 20 20201210 15 201012 30303020 20 22242420 25 25251512 15 30 22 20 25 10 Picture The Crochet Beanie The Love Belt The Quilted Bag The Waist Bag The Star Pants The Baggy Jeans The Utility Jeans The Boyfriend Jorts The Giant Jorts BK BK GRY BRG BK BK MED-WASH BG GRY-WASH LGT-WASH 40 60 90 80 50 $46 $47 $47 $58 $94 $109 $84 $92 $118 $78 $80 $80 $98 $160 $185 $142 $156 $200 130 $5,980 40 $1,880 90$4,230 60 $3,480 130 $12,220 82 $8,938 110$9,240 77$7,084 102 $12,036 Item Name ACCESSORIES BOTTOMS ASSORTMENT PLAN
FASHION MARKETING PROJECT
YELLOW THE LABEL Slow-Fashion
ABOUT THE BRAND
Categories Offered:
Why Yellow?
Yellow is the most visible color in the spectrum. It’s the color of sunshine, inspiration and glory.
Yellow The Label was founded in early 2020 by newlyweds MaryKatherine & Justin Black. The brand focus on slow fashion, and almost every product has at least two of these qualities:
• made in a women-owned factory
• made with sustainable fabric
• made in an ethically certifed factory
Their offce and warehouse are based in Sarasota, FL.
All orders ship directly from the warehouse, and are packed up by their team with care.
Sustainability Statement
“As a young business we are constantly looking for ways to improve in sustainability + ethics in an industry with very little traceability. Transparency and constant growth in doing good is our strategy. In Q1 of 2023 57% of our products are made of sustainable or recycled fabric and about 43% are not sustainable. We’re improving that number continually, but we believe in honesty with imperfection. In Q3 of 2023, we were able to produce 86% of our clothing with recycled or sustainable fabric, and 14% of our products had no sustainability component at all. We will continue to monitor these metrics transparently.
We work with only trusted partners from around the world. We hold all manufactures that we work with to our high standards of ethics, and they are screened prior to working. Many are audited by SMETA standards”
• Casual
• Occasion
• Swim
• Active
• Accessories
Additional Info
TARGET CUSTOMER
SWOT ANALYSIS
STRFENGTHS
Unique brand identity, known for its vibrant and trendy fashion offerings with premium quality
Slow-fashion, sustainability and transparency focused
High-quality products, enhancing customer satisfaction and loyalty
Strong social media presence for effective marketing and engagement with target audience
Loyal customer base of fashion-conscious individuals who appreciate the brand’s unique style and ethical values
High demand for sustainable clothing and ethical practices
Expanding to new distribution channels
Collaborating with infuencers, designers, or retailers to help increase brand visibility and reach new audiences
Introducing new product lines or expanding into related categories to attract new customers and drive revenue
Expanding to international markets to provide the brand with opportunities for growth and diversifcation
OPPORTUNITIES
WEAKNESSES
Limited market reach
Some consumers may perceive the products as expensive due to the brand’s focus on sustainability and quality
Limited distribution channels (products are only available on the brand’s offcial website and a few other online retailers)
While Yellow The Label has a strong brand identity, it has lower recognition compared to more established fashion brands
Competition from established brands as well as emerging competitors in the sustainable fashion market
Increasing popularity and accessibility of fast fashion brands, offering cheaper and easier alternatives to trendy items
Rapidly-changing fashion trends and consumer preferences
Brand imitation and knock-offs
Economic downturns or fuctuations in consumer spending
THREATS
Biodegradable Packaging
BRANDING
Biodegradable Seed Paper Tag
Reusable Tote Bag
Lemon Verbena
Color Palette
Lemonade Pastel
Duckling Raven Cappucino Foam
PRICING STRATEGY
DRESSES & SETS
$250-$90 TOPS
$250-$40 BOTTOMS
$140-$60 ACTIVEWEAR
$140-$50 SWIM
$170-$50 ACCESSORIES
$130-$18
Yellow The Label pricing strategy reflects the high quality and sustainable initiatives embedded within its products.
As a slow-fashion brand, prices may be higher compared to conventional mass-market alternatives, but they serve as a testament to the value and durability Yellow The Label products offer.
Positioning Haute Couture RTW Diffusion Mass-Market PREMIUM High Quality Fabrics
Fashion Pyramid
MARKET MAP
$$$
$ pricepoint pricepoint high sustainability low sustainability
DISTRIBUTION STRATEGY
D2C B2B
Yellow The Label’s distribution strategy will primarily center on direct-to-consumer (D2C) sales, with a strong emphasis on selling products through its official website. Instagram’s shopping tab will also be leveraged to create an additional digital storefront for the brand, letting users shop directly on YTL’s profile.
This direct approach allows Yellow The Label to maintain full control over its brand image, customer relationships, and product offerings, while seeking to cultivate a loyal customer base and foster brand engagement.
• yllwthelabel.com
• Instagram Shop
• authorized retailers
Retailers
Yellow The Label’s business-to-business (B2B) strategy will aim partnerships with multi-brand retailers such as Nordstrom, Asos, Urban Outfitters, and Revolve since they align with YTL’s target audience and price-point.
Selling selected items through these channels will broaden the brand’s reach, enabling it to increase brand visibility, drive growth, and elevate is significance as a slow-fashion brand.
LOOKBOOK
LINE SHEET
Scarlet Set
XS - XL
SRP: $140
WSP: $98
Cut-Out
Maxi Skirt
XS - XL
SRP: $78
WSP: $54
Bandana Top
XS - XL
SRP: $56
WSP: $40
Signature Jeans
XS - XL
SRP: $210
WSP: $148
Athena Top
XS - XL
SRP: $76
WSP: $52
Side Slit Top
XS - XL
SRP: $68
WSP: $44
Signature Handbag
SRP: $128
WSP: $90
Signature Knit Cardigan XS - XL
SRP: $92
WSP: $64 2-Piece Shrug Top XS - XL
SRP: $88
SRP: $56
WSP: $42
SRP: $162
WSP: $114
LINE SHEET
Corset Dress XS - XL
ONE SIZE
WSP: $60 YLLW CLUB Boxer Shorts
XS - XL
PHOTOSHOOT PLAN
MoodBoard
Theme
European Urban Summer
Yellow The Label’s outdoor photoshoot for this campaign captures the essence of an European summer, projecting effortless sophistication amidst cityscapes. Set against picturesque urban backdrops, the mood is lively yet relaxed, evoking the carefree spirit of casual walks along captivating streets. Models are portrayed in various urban scenarios, from exploring charming alleyways to running errands and enjoying coffee breaks at quaint sidewalk cafes. The aesthetic is characterized by sundrenched scenes, pops of color, and a sense of spontaneity, mirroring the vibrant energy of European cities during summertime. The photoshoot encapsulates the brand’s ethos of modern elegance and freedom, and celebrates the joy of embracing life’s simple pleasures in an enchanting urban ambiance during the summer.
Location
Rosemary Beach, FL
Keely Owen @keelyowenn
Heigth 5’ 8” • Bust 32” • Waist 24”
Hips 35” • Dress US 2 • Shoes US 7.5
Eyes Brown • Hair Dark Blond
$125 / hour
PHOTOSHOOT PLAN
Models Photographer
Courtney Jones @courtneeyjoness
Heigth 5’ 7½’’ • Bust 34” • Waist 24.5”
Hips 34” • Dress US 2 • Shoes US 7.5
Eyes Hazel • Hair Brown
$125 / hour
4-HOUR SHIFT
Hannah Rae @hannah_rae
Heigth 5’ 7’’ • Bust 37” • Waist 30”
Hips 43” • Dress US 8-10 • Shoes US 9
Eyes Hazel • Hair Dark Brown
$125 / hour
Hourly Rates + Additional Expenses (transportation, refreshments & food, props, etc.)
G.abriela @g.fvi
Gabriela’s authentic style aligns seamlessly with the brand’s vision for the photoshoot, aiming to capture sophistication and spontaneity with a vintage appeal.
$175 / hour
DIGITAL MEDIA LAYOUT About Us Shop Free Shipping Over $150 Noa Textured Jacket $138 XS S M XL Marchesa Wave Shorts $58 XS S M XL Tatum Bubble Tie Vest $78 XS S M L XL Recess Playground Sweatshirt $138 XS M L XL XS M Kai Top $128 COLLECTIONS SWIM ATHLEISURETOPSBOTTOMSEXTRASSALE SETS OCCASION SHOP ALL NEW ARRIVALS About Us Shop Free Shipping Over $150 NEW SUMMER DROP SHOP NOW Promotional Landing Page Shopping Tab Layout Instagram Profle
LAUNCH EVENT
Pop-Up Shop
Yellow The Label is set to make a bold statement in Miami Beach’s vibrant South Beach area with the launch of its exciting pop-up store this summer. Spanning 1 month, from June to July, the temporary retail space will represent a strategic move to elevate brand awareness and experiment with the physical retail environment without long-term commitments.
Located amidst the bustling Lincoln Road in South Beach, the pop-up store will offer a unique opportunity for locals and visitors to experience the brand’s ethos of modern elegance and sustainable fashion frsthand. The store will feature interactive displays showcasing the brand’s sustainability initiatives and design processes to enhance the shopping experience and brand-custumer connection. Additionally, the staff’s strong focus on customer service excellence will ensure that every visitor enjoys a memorable and enriching experience, fostering a loyal customer base and reinforcing Yellow The Label’s reputation as a brand that truly cares about its customers and social responsabilities.
South Beach’s status as a premier summer destination and Lincoln Road’s increased foot traffc makes it an strategic location to boost Yellow The Label’s brand exposure. Store Inspo
Grand Opening
The grand opening wil be celebrated with an exciting launch event featuring a dynamic atmosphere that refects the spirit of South Beach. Attendees will have the chance to explore the new summer drop, mingle with fellow fashion enthusiasts, and connect themselves with the brand.
• Open to the public
• Special guests invited (infuencers wearing YTL and PR representatives)
• Live DJ performance
• Refreshments and food
• Exclusive deals and giveaways
From Saturday June 1st To Sunday June 30th 2024
Lincoln Road, Miami Beach
BUDGET
Costs Opening Eventt 1 Month Pop-UP Rent $15,000 Utilities $300 Fixtures and Displays $900 Decor & Aesthetics $300 $2,100 Marketing $900 Stafng $6,000 POS System Lease $200 Hired DJ $350 Refreshments $400 $200 Miscellaneous $200 $600 Total $1,250 $26,200 Grand Total $27,450
Dont’t hesitate to contact me! anita.folly188@gmail.com
