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Christopher Mendez Fashion Marketing


HIDDEN SENSUAL DESIRES S P tyling and Fundamentals of Fashion Styling

hotography


This is a student project created for FMMA312A-Fundamentals of Fashion Styling, Johana Bohorquez, Summer 2013 at the Art Institute of California. It May not reflect the views or plans of S Magazine.

This styling shoot was inspired by the fetish and BDSM world. Follow our model on his venture into a world of needs and desires as he allows us to become the voyeur.


Hidden Sensual Desires lose your inhibitions. act dominant or behave submissive. he will deliver what you crave. let your desires become untamed. The following mock editorial was created for S Magazine. This magazine allows creative freedom for designers, photographers, stylists etc. Making a point to focus on the human body S Magazine is the ideal publication for the seductive tones surrounding my concept of fetishism , BDSM and things that make most uncomfortable to discuss. Cover with privacy page

http://commons.wikimedia.org/wiki/File%3AS_Magazine_Cover_Issue_8.png


Let me come up What are you going to do? Talk to me? Seduce Me? Tell me your dreams? Am I in them?

Coat: Vintage [rabbit fur] Tote Bag: Zara Man Black Tag Gloves/Glasses: Models own

PHOTOGRAPHER/STYLIST: christopher mendez MODEL: miguel angel marte LOCATION: castro, sf


Harness: Mr. S Leather Boots & Accessories: Models Own


Metal Fan: Chinatown SF


YS

es ir

Tell me, what's your stimulant?


Dog Collar & Leash: Rock Hard Opposite page: Military Jacket and Hat: Vintage [models own] 10


12


13

S Magazine

14


learn how to

OBEY "Are you going to strike me?" Give it up, do as I say. I'm your master tonight. Just close your eyes...


Bandana: Models Own Duster: Michel Ange Leather Chaps: Mr. S Leather Accessories: Stylist Own

18


Who Am I ? There is nothing more to talk about, unless it's horizontally. ...You will never be the same.


Biker Leather Hat: Vintage Leather Jacket: Rick Owens Leather Pants: Forever 21 Boots: HBO Boots


CHROMAT Brand Press Book Specialty Merchandise


Chromat is a unique fashion label offering exoskeleton garments to provide the allure individuals secretly strive for. Brand history, product identification and trend forecasting bring the viewer into a world of intrigue and mystery. This is a student project created for FM2209A-Specialty Merchandise, Leslie Tibbetts, Winter 2014 at the Art Institute of California San Francisco. It may not reflect the views or plans of Chromat.

www.ladygunn.com


Press Book Front Cover

www.pinterest.com www.fashiongonerogue.com

Back Cover


Chromat: Hum an Shell Dominance Deliverance

It’s About: Construction Materials Body

Feeling: Curiousity Strength Desire

She’s coming for you, POWER & ALLURE. There’s no stopping...

HER.

O R I G I N S Brand Summary www.ladygunn.com


Founder & CEO:

Becca McCharen

Education:

Architecture & Urban Design Degree -University of Virginia 2007-

Brief Bio:

McCharen started as an urban planner in Lynchburg, VA. She developed an “after work activity” which she launched in 2010 called: CHROMAT. The brand took off and required 100% of her attention & dedication so she put the label at the forefront of her career.

Brand Insight:

Chromat is an American fashion label based in NYC, Headquarters located in the Brooklyn Navy Yard. Swimsuits are manufactured in the Garment District, though the complexity of most other products don’t allow for development in said factory, thus outsourced.

Chromat

at tracts the:

S t rong I nd e p end en t T a k e C on t ro l T r end S e t t ing D om in a n t V ivaci ou s

Individual.

Brand ID


Editorial

www.ladygunn.com


Chromat delivers wearable fashions through human exoskeleton form. Garments highlight interior construction [zippers, waistbands, center lines, underwire] and showcase them on the exterior. Corset boning is used in the majorit y of structured pieces, other materials included are: clear & holographic vinyl, heav y dut y plastics & clear tubing along with metal hardware, for closures. Chromat’s collection is pushing the limits of fashion, stepping outside the box becomes its own trend when you wear Chromat.

E X O SKELETON Caution: You will

Product ID

be noticed...


“Lady Bionic”

falls into a space of dark hued colors: blood red, navy blue, concrete, plum & of course the ever flattering black. Bionics color palette helps flatter & complement a woman’s body giving her the allure she needs...even when she’s not being a show stopper...

A / W 1 4

All who gaze tend to become entranced in a hypnotic state, once you’re captivated the lady has done her job. She will leave you wanting MORE. Don’t get fooled by her mystery, SHE IS, and will always be, IN CHARGE... Bionic satisfies the senses with fabrics like: vinyl, leather, spandex, neoprene, open mesh & lace. They heighten Chromat’s sex appeal yet open a world of strength & independence for the wearer to plunge into.

Empowered & Alluring. Trims and accessories will tie you up…literally! Exposed zippers along with studs, spikes & leather straps offer up the hard aesthetic yet allow the wearer to become completely comfortable with a strong exoskeleton exterior. Laser cut garments are huge! Showcasing new avenues to highlight & accentuate erogenous zones of the body. Corset boning enhances the structural & architectural aesthetic to deliver a powerful & tailored appearance. Chromat found a hidden gem in the use of LED lights to capture the mysterious aspect of a lesser known trend. LED Technology is popping up in subtle ways hopefully taking over the fashion scene in upcoming seasons. Black Light creates vibrant colors against the skin that will not only captivate audiences...but will have necks turning at every corner.

Illuminate Oneself.

LADY BIONIC Trend forecasting A/W ‘14

www.chromatgarments.com www.pinterest.com


Trend Editorial F/W ‘14 - Soft


Trend Editorial F/W ‘14 - Hard

www.chromatgarments.com


GENESIS Store Concept Retailing/Retail Buying


Genesis is a Brick & Mortar men’s RTW store concept design, offering various brands to maintain its edgy and futuristic approach. Trend forecasting, placement in various market environments and promotional tactics help brand an up and coming store.

This is a student project created for FMMA211A/FMMA 211A, Leslie Tibbetts/Johana Bohorquez, Fall 2012/ Fall 2013 at the Art Institute of California San Francisco.

http://server1.she777.com/images/yammerman.files.wordpress.com/2009/11/brick-wall.jpg


MISSION STATEMENT Genesis strives to break through the boundaries of contemporary fashion by featuring collections from designers that are conscious of craftsmanship and materials, as well as delivering an innovative and edgy approach to fashion. Customer will not only defy the trends, but will create their own fashion movement. BUSINESS CARD

FRONT

SHOPPER BAG

GENESIS

50 Maiden Lane San Francisco, CA 94108

S I S E N GE BACK

@ GENESIS [415] GEN-ESIS

BRANDING


S W O T

- Unique brands - Price - Multiple vendors offered - Store Ambiance - Customer Service/Appreciation - Social Media recognition - Knowledgeable staff on - Trend Awareness - Quality of brands - Growing

- Price - Niche market - Consumer view - Limited customer base - Limited international presence - Limited assortment of vendors - Striving to customers needs - Market location - No in-store stylist - Slow customer growth

- Price - Eclusive product categories - Expansion to new markets - Product Showcases - Technological Advancements - Promotions - Community involvement - Collaboration with celebrities - Offer American made brands - Further target demographic

- Change in customer base - Seasons - Neighboring & new competitors - Rise in price points - Hackers looking for identities - Price conscious consumers - Online retailers - Awareness on animal skins/furs - Change in future trends - Location


805,235 % Male: 408,462 % Female: 396,773

ETHNICITY:

AVERAGE INCOME: MEDIAN VALUE OF HOMES: EDUCATION: LAND AREA SQ. MILES:

White: 45% Asian: 30% Hispanic: 17% Black: 8% $71,304

STORE AMBIANCE

CITY STATISTICS

TOTAL POPULATION:

$785,200 High School: 85.9% Bachelor’s: 52%

46.87

TARGET MARKET

S A N F R A N C I S C O, C A 9 41 0 8 LOGAN - 32 YEARS

Edgy

Inspired by edgy, dark hues & rocker aesthetics.

Alluring

Based in SF, works for City Model Management. Noted by 7X7 Magazine as “Most Stylist Model - Off Runway” Aspiring Fashion Editor . Enjoys: people watching, tea, PR events, runway shows and being a new dad to his French Bulldog: Max

STYLE PERSONALITY:

Creative and Sporty

http://www.thefashionistoimages.com/2012/4/thomas-wolf3.jpg www.pinterest.com http://quickfacts.census.gov/qfd/states/06/06075.html

Mysterious Color palette: Dark hues of Black and Gray with pops of Plum and Chrome. Signature distressed, black brick walls. Flagship offers complete product line of vendors, taking the customer to a new level of fashion.


19,651,127 %Male: 9,667,304 %Female: 9,983,823

ETHNICITY:

AVERAGE INCOME: MEDIAN VALUE OF HOMES: EDUCATION:

$57,683 $875,000 High School: 84% Bachelor’s: 32%

LAND AREA SQ. MILES:

White: 63% Asian: 6% Hispanic: 18% Black: 13%

STORE AMBIANCE

CITY STATISTICS

TOTAL POPULATION:

47.126

TARGET MARKET

CHELSEA, NY 10011 TOBIAS - 34 YEARS Assistant photographer at V Magazine by day; Drummer by night - Band: Faux Fur Captures models in suggestive roles, letting the model tell the story, à la Helmut Newton. A quick witted & independent, fashionista, with an edgy, military aesthetic. Spends most of income on clothing, his tiny studio, and attending underground art/music events.

STYLE PERSONALITY: Creative and Dramatic

Strong Modern Cutting-Edge Showroom Detailing Clothes hang from custom designed fixtures creating a clean and spare environment. Black & Chrome hangers complete the industrial effect. Simplistic yet edgy, modern twist on underground http://nyachii.files.wordpress.com/2014/01/tumblr_mxx81tnn9a1qhn7xyo2_1280.jpg?w=950 www.pinterest.com http://quickfacts.census.gov/qfd/states/36/3651000.html


128,057,352 % Male: 62,327,737 % Female: 65,729,615

AGE:

Under 15Y: 13% 15Y-64Y: 63% 65Y+: 23%

EDUCATION: AVERAGE GNI INCOME:

STORE AMBIANCE

CITY STATISTICS

TOTAL POPULATION:

Bachelor’s: 38.8% $47,870 = 4904760 YEN

TARGET MARKET

HARAJUKU, JP 150-0001 TETSU - 29 YEARS Designer based in Harajuku, JP . Own private label: Shrine. Striving to achieve success within PR agencies worldwide. Personality shines through his designs including art pop and precision tailoring skills. A noted ‘celebrity’ within the nightlife community at all the latest clubs, runway shows and media.

STYLE PERSONALITY: Creative, Dramatic and Sporty

www.pinterest.com http://www.unicef.org/infobycountry/japan_statistics.html

Radiant Hypnotic High Gloss Small hole-in-the-wall boutique. Intense viewing pleasure with various neon colors illuminated under blacklight. Art pop & anime prints throughout. Accessories, bags and shoes.


G enesis P roduct C lassifications VENDOR

PERCENT TO TOTAL

CLASSIFICATION PERCENT TO TOTAL

Demobaza

30%

Tops

30%

SkinGraft

30%

Bottoms

20%

Saint Laurent

15%

Outerwear

20%

Isabel Benenato

15%

Accessories/Bags

20%

Cinzia Araia

10%

Shoes

10%

C lassifications B y V endor DEMOBAZA

SKINGRAFT

CLASSIFICATION PERCENT TO TOTAL

CLASSIFICATION PERCENT TO TOTAL

Tops

25%

Tops

30%

Bottoms

15%

Bottoms

30%

Outerwear

30%

Outerwear

25%

Accessories/Bags

20%

Accessories/Bags

15%

Shoes

10%

SAINT LAURENT

CINZIA ARAIA

ISABEL BENENATO

CLASSIFICATION PERCENT TO TOTAL CLASSIFICATION PERCENT TO TOTAL CLASSIFICATION PERCENT TO TOTAL Bottoms

50%

Accessories/Bags

50%

Shoes

100%

Tops

50%

Outerwear

50%


VENDORS

SkinGraft

Demobaza

www.demobaza.com www.skingraftdesigns.com

Demobaza

Demobaza

SkinGraft


Saint Laurent

SkinGraft

Cinzia Araia

Isabel Benenato

http://www.luisaviaroma.comwww. http://www.yoox.com


TREND FORECASTING F/W ‘14 STYLES: Biker jackets, leather sweaters, perforated leather pants, bomber jackets, knitted sweaters and parkas.

FABRICS: Leather, open mesh, flannel, denim, rubber, mohair and neoprene.

PATTERNS: Quilted shapes, plaid, dark floral hues, galaxy and abstract animal prints.

ACCESSORIES: Studs, exposed zippers, chains, spikes, and leather backpacks. www.stylesight.com www.pinterest.com


S/S ’15 STYLES: Cropped shirts, printed sweatshirts, wide legged denim, dressed up zip hoodies, bermuda shorts, tunics and blazers.

FABRICS: Nylon, sheer knits, lightweight denim and open mesh.

PATTERNS: Tribal prints, strips, color blocking and geometric patterns.

ACCESSORIES: Zippers, slip on sandles, nylon sneakers and tote bags.


SOCIAL MEDIA MOCK FACEBOOK: Social media recognition apparent through both Facebook and Instagram. Our Fabcebook page is highly viewed and trending. Be sure to add us and stay up-to-date on all of our latest merchandise and view what inspires us to stay ahead of the rest.

GENESIS

Genesis [Men’s RTW Brick & Mortar concept]. “Skip the trend, become the movement.”

Genesis [Men’s RTW Brick & Mortar concept]. “Skip the trend, become the movement.”

Flagship: San Francisco, CA

#GenesisMovement - Instagram

#GenesisMovement & be entered to be featured on our instagram!

MOCK INSTAGRAM: Follow us on Instagram and receive a 15% discount off your first purchase [in-store only]. We value our customers/followers, and treat them with added benefits. Monthly contests will become available to our followers for chances to receive discounts and recognition from our company. Don’t forget to show us your runway ready styles with the Genesis hash-tag: #GenesisMovement


PROMOTIONS G E N E S I S

Guerrilla Marketing tactics will help boost our stores recognition throughout society. This form of marketing is a low cost, yet effective way to launch a brands image on a mass spectrum. Offering an incentive to come into our location will drive foot traffic through our store, along with pleasing the customer with a gift from us to them.

50 Maiden Lane San Francisco, CA 94108

The postcards will be put up in various locations throughout San Francisco, before launching to our other various markets.

Come in and let us redeem this postcard for you, get 10% off your total purchase of $200 or more. Like the card? It’s yours, just after we tear the bottom portion.

VIP SHOPPER EVENT: Every 3 months Genesis offers its VIP clientele the chance to join us for a exclusive look at up and coming products, vendors and special news, that surrounds that current month. Clients are able to make purchases and are able to buy at a 20% discount. Walk down the plum carpet and surround yourself with the euphoric beats to please the senses. Bite size snacks, champagne and a specialty cocktail will be offered throughout the night.

Next event specialty cocktail: GEN Vapor


T ill we meet again ... -C hristopher M endez

2014 AICA-SF Portfolio  

Lookbook, Styling, Photography, Brand Press Book, Chromat, Store Concept, Branding, Trend Forecasting

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