Portfolio by Nicole Castillo

NC PORTFOLIO

By Nicole Castillo

CASALIMA

Nicole Castillo

 A lifestyle brand of design & curated sustainable, handmade pieces, inspired by the idea of bringing art, design, and culture from Latin America to your everyday life.

Casa Lima is committed to achieving fair working conditions and minimizing environmental impact on the design industry. Sustainable design has been seen as the spiritless option, and we are determined to change that perception. Casa Lima is sustainable, not boring.

Products include bags & accessories

HANDMADE WOMEN OWNED ECO FRIENDLY SOCIAL GOOD ORGANIC

Meet the designers behind CASALIMA EMPOWERED WOMEN IN THE COMMUNITY

The design process starts with our team thinking about what would the contemporary woman wants to wear and have in her closet, as a unique and one of a kind product. We believed in designing high quality, beautiful accessories that won't damage the planet while helping communities in need in the developing countries.

One of the main reasons we started Casa Lima, it is because we want to empower and celebrate women in Latin America and around the world. We are committed to preserving their culture and traditions in their communities. We believe in investing and giving opportunities to highly talented people who are the ones making this entire project possible.

Meet the founder Juliana Lima Cianfaglione

CUSTOMER PROFILE WOMEN RANGING FROM AGES 25-45 OCCUPATION: STYLIST, INFLUENCER, OR MARKETING INCOME: 90K MARRIED OR IN A RELATIONSHIP The CASALIMA woman loves to look for sustainable design. She blogs, has videos on this sort of lifestyle and she supports many ethical companies. The CASALIMA woman tends to have a tropical or clean aesthetic with these handmade pieces. She loves receiving unique products made with love.

S

-Quality content on social media - Good following - Sustainable & ethical - Inspiring -Â Uniquely crafted & handmade products - Durable - Reasonable prices

O

- Brick & mortar store - Marketing - Offering exclusive sales to loyal customers.

- Collaborations with influencers.

W - Info on history of brand - Marketing - Not known

T - Undercover brand - Competitors

Organic cotton draw string bag for every purchase.

TAG

Every purchase includes a thank you card that looks like the tag.

Front

Back Some facts about the product and brand

Thank YOU

Cardboard box for online purchases.

LOOBOOK

Nicole Castillo 8325 NE 2nd AV Miami FL 33131 Email: hello@casalima.co Website: Casalima.co

S/S 2020 Order by 10/30 Minimum 5 pieces per style Size: One Size

$10

$200

$100

$150

Lima Scrunchies S,M,L Red, Gold, Copper, White, Pink, Lavendar, Mandarine, Olive.

Weaved backpack One size Mandarine, Copper, Pink

Aria Belt bag One size White, Pink, Camel Orche, Gold, Olive green, Red, Vinotto, Orche

HaileyHanging purse One size Copper, White, Pink, Green

S/S 2020 Order by 10/30 Minimum 5 pieces per style Size: One Size

Nicole Castillo 8325 NE 2nd AV Miami FL 33131 Email: hello@casalima.co Website: Casalima.co

$250 $89

$79

$85

Elena Fringy purse One size Cream, Black, Red, White, Gold

Lima Beaded purse One size Cream, Black, Red, Green, White, Gold, LIlac

Antonia purse One size Cream, Black, Red, Green, White, Gold, LIlac

$300

$250

Weaved Dress On the go vacation One size One size Copper, Pink, Cream, Black, Gold, Pink, Copper, Green Gold, Cream

HIGH

Dress $300

MID

Bags $79-$250

LOW

Accessories $10

HIGH

$600 $500

Multiplika

$400

Market Map

$300 $200 $100

LOW

MEDIA MARKETING

@CASALIMAOFFICAL STORIES THAT ENGAGE

About tab: -history of brand -videos on designers -video about founder -video on sustainability efforts

About

Bags & Accessories

Blog

Wholesale

BRAND AMBASSADORS

@thestylebungalow 212k

@fati_corderio 36.2k

@adrianapaniaguaf 246k

@esmeraldabravonet 50.9k

JAN

-Magazine article with Sublime Magazine. -Announce Pop up shop event in May

FEB

Meeting & Interviews with all Youtube influencers, bloggers, and Instagram influencers.

-launch new collection & start selling products.

MAR

Post weekly IG stories: - Polls -Styling tips-Meet the designers-Sneak peek at the pop up location -Products to be shown in pop up-Meet the influencers and bloggers supporting and coming to the pop up -Countdown to pop up.

APRIL

Ig posts on reviews - Video Ads ft. Influencers.-Giveways & contests ( prizes will be given in the pop up)

MAY

Pop up shop open! #CASALIMAVIBES

Marketing Timeline

POPUP EVENT AND INVITATION

Location: Digital Invitation

Aesthetic/Setup:

Gallery Noir

POP UP SHOP BUDGET: $10,000

NICOLE CASTILLO

COACHELLA IS KNOWN TO BE ONE OF THE FIRST INDIE MUSIC FESTIVALS IN THE WORLD. TAKING PLACE IN RIVERSIDE COUNTY, CALIFORNIA AND WELCOMING APPROXIMATELY 99,000 PEOPLE PER DAY TODAYAND 500,00 YEARLY.

IT IS ONE OF THE MOST "INSTAGRAMMABLE" EVENTS OF THE CALENDAR ATTENDED

BY SOME OF THE ENTERTAINMENT INDUSTRY'S BIGGEST STARS.

THE EVENT HAS FIVE DIFFERENT MUSIC STAGES, A GIANT FOOD HALL AND A HUGE CAMPING AREA WITH ITS OWN SHOWERS, WIFI, TOILETS, STORES, PHONE CHARGING STATIONS AND MORE.

ALTHOUGH COACHELLA’S ROOTS ARE ALL ABOUT MUSIC, IT’S BECOME WAY MORE EXPANSIVE THAN THAT IN RECENT YEARS. IT FEATURES ART INSTALLATIONS AND HAS ALSO BECOME A MAJOR FASHION HOTSPOT FOR BOHEMIAN-INSPIRED STYLES. IT’S ALSO PACKED WITH CELEBRITIES, FROM THE ARTISTS WHO ARE PERFORMING TO STARS WHO JUST WANT TO HANG OUT. A-LISTERS LIKE KENDALL JENNER, JARED LETO, LEONARDO DICAPRIO, AND MORE ARE SPOTTED THERE ALMOST EVERY YEAR.

COCHELLA FIRST ARRIVED ABOUT AFTER PEARL JAM THREW A LIVE PERFORMANCE AT THE INDIO EMPIRE POLO CLUB TO 25,000 FOLLOWERS IN 1993.

THE FESTIVAL FIRST TOOK PLACE ON OCTOBER 9-10, 1999, WITH BECK, THE CHEMICAL BROTHERS, TOOL, MORRISSEY AND RAGE AGAINST THE MACHINE HEADLINING. THE INTENTION WAS ONCE FOR THE FESTIVAL TO REPLICATE EUROPEAN STYLE FESTIVALS WITH SMALLER CROWDS.

AND THE CREATORS LOOKED TO GET ACTS PRIMARILY BASED ON THEIR MUSICAL ARTISTRY AS OPPOSED TO COMMERCIAL AND RADIO POPULARITY. BECAUSE OF THIS IT EARNED THE TITLE "THE ANTI-WOODSTOCK".

THE FESTIVAL WAS ONCE CANCELLED IN 2000 BUT CAME BACK IN 2001 AND HAS BEEN A PRETTY BIG DEAL SINCE THEN. BEEN IN FULL SWING YEARLY SEEING THAT THEN.

THE LAYOUT ESTABLISHED THE FESTIVAL AND HAS GONE ON TO DRAW IN SOME OF THE MOST FAMOUS PERFORMERS OF TO DATE AS WELL AS MASSIVE CROWDS OF PEOPLE. ICONS SUCH AS MADONNA, KANYE WEST, BEYONCE AND PAUL MCCARTNEY HAVE TAKEN TO THE STAGE IN THE DESERT TO PERFORM FOR THE MUSIC-REVELLERS. TO THIS DAY THOUSANDS OF FANS CHOOSE TO CAMP ON THE POLO GROUNDS AT SOME POINT OF THE WEEKEND, ALTHOUGH THERE IS A MORE LUXURIOUS YURT FOR THOSE WHO PREFER TO "GLAMP" AT THE RESORT.

ATTENDANCE

firefly music festival 360K Coachella 250K

Lollapalooza 300K

Newport folk festival 34K

Outside lands festival 210K

Voodoo music festival 100K

Boonaroo 80K

high price $500

Can usually go higher in price

$300

$100

lowprice

S

W

-Accessible prices ( reasonable) -Lineup is diverse -Amazing campground experiences

- Sunburns (heat) - Cell reception - Muddy - Valuables will be stolen

O

- Placing better security measures.

- Wifi - Having a store with essentials ( sunscreen, charger, earplugs, etc..)

T

- Experience if sleeping on campgrounds - showers cost money and there is limited hot water - Customer satisfaction

S • line up included local and international artists • promotional methods are varied such as : online & print media, radio advertising and social media) • • Accessible prices • Popularity

W

No diversity • A negative publicity • Police’s intervention for drug consumption Should work on helping festival goers with the heat by providing cooling stations

O More renowned artists • Larger venue shade tents

T • Other festivals host similar line up in similar time frame • Consumption of Drugs • Weather

The Indie Girl

AGE: 25-35 IN COLLEGE STUDYING SUSTAINABILITY OR FASHION BUT WORKS IN A GRAPHIC DESIGN COMPANY. INCOME: 45K IN A RELATIONSHIP LOVES TO BE FREE, COMFORTABLE, AND LOOSE

MODELS AGE: 27-40 OCCUPATION: MODEL INCOME: 100K SINGLE LOVES MUSIC, FASHION AND ART.

AGE: 24-30 OCCUPATION: YOUTUBE, INSTAGRAM, TIK TOK INFLUENCERS INCOME: 60K SINGLE OR IN A RELATIONSHIP LOVES MUSIC, ART AND BEING BOLD.

GYPSY INFLUENCES

MACRO TREND

Chic and a vibe. Boho jewelry is always a staple piece in ones closet. This is a macro trend because boho accessories are always on trend if you are this type of consumer.

Macro Trend

COWBOY HATS

Micro Trend

Pricing Strategy Bottoms/ Skirts, pants, shorts $74-$285

Tops / Body suits, tees, tanks $39-$150 Accessories/Hats and Jewlery $38-$360 Bralettes $31-$55

Ranges from $31-$360

Sales forecast

Assortment plan

Budget

MOOD BOARD

NICOLE CASTILLO

Color palette & concept The concept of these colors is to create an ambience of warmth. In addition to a, calming safe space. The tones will be used to bring in that which is a bohemian haven in spring. All the meanwhile, maintaining the overall concept of boho that’s geared toward creativity, artistic expression, romantic ideals, and an emotive, flowy, gowith-the-vibe kind of attitude.

Customer analysis WHO IS THE CUSTOMER? A smart, creative and independent woman ranging from ages 24-45 years old who embodies a free spirit and a zest for life.

WHAT DO THEY LOVE? Travelling, hanging out with family and friends and staying balanced, she/he constantly absorbs the cultural world around them, reinterpreting it for themselves through fashion and interiors. Her sunny disposition and carefree way of living is what gets her through life.

-

DEMOGRAPHICS Annual income of $150,000-$200,00 Blogger, Social Media influencer, youtuber.

Masters in marketing Lives in Miami, Florida Married with kids or in a committed relationship

My room

STRENGTHS

Customer experience Social Media Visuals Offers unique pieces Variations of styles Location (Wynwood)

OPPORTUNITUTES

Enhance omni channel Customer experience

WEAKNESSES

Customer service -emails, phone calls unanswered

THREATS

Pricing Targeting a niche

STRENGTHS

Website is user friendly Blog Customer experience Custom designs Location ( Biscayne Blvd ) Visually organized and creative Exclusivity

OPPORTUNITUTES

Expand to other locations Offer more accessories Social Media

WEAKNESSES

Not known Social Media

THREATS

Niche High Price Not known Social Media

thank you