Portfolio

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I S A B E L

A S E N S I O

I S A B E L

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A S E N S I O

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fashion marketing // graphic design Who? Will be a Fashion Marketing and Management BFA with a Minor in Graphic Design this upcoming June -from The Savannah College of Art and Design (SCAD)-. Have always been the creative type and most of what I do has always revolved around taking on a new perspective to unveil a different edge about the things I love.

The things I love? Much of what I admire in life is either a product of byproduct of human action of human design: fashion, movement, graphics and emergent phenomena.

Why it matters? I’m a big fan of two words: Intention and Empiricism.

Intention and empiricism to pursue the unintended and to learn by doing. I’m all about serving as a visual thought leader and forward thinking in fashion, beauty, lifestyle and technology.

take a peek.

BEAU TY REFEREE Senior Capstone Project

Skincare brand extension for Reformation

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pages

Branding & Packaging S o c i a l M e d i a S t r a t e g y, C o n t e n t Creation and Retail Desgin

Beauty Referee is a concept skincare and lifestyle private label brand created for Reformation as an introduction to the beauty category of the market.

With sustainable practices in mind and an aesthetically driven identity, Beauty Referee comes to life with a curated assortment of products including oils, moisturizers, serums and masks that celebrate feminine beauty. Furthermore, Beauty Referee is a proud vegan brand, refraining from animal testing and derivatives like lanolin and animal by-products such as honey and beeswax -only tested on babes-.

Our brand also plans on delivering a unique retail experience, complimenting Reformation’s current e-commerce business model. With a skincare launch, promotional activities are based on pop-up shops across all Reformation locations with an additional presence in South Street Seaport in New York City, further broadening consumer reach.

Th e R e f - S c a l e Th e c o s t o f c r e a t i n g f a s h i o n We put sustainability at the core of everything we do. Our factory uses the most efficient, eco-friendly and pro-social technologies and practices we can get. We invest in green building infrastructure to minimize our waste, water, and energy footprints. By providing on-the-job training and opportunities for growth, we also invest in the people who make this revolution possible.

At Reformation we think about all the costs in creating fashion—not just the price tag. RefScale tracks our environmental footprint by adding up the pounds of carbon dioxide emitted and gallons of water we use, and pounds of waste we generate. Then we calculate how Reformation’s products help reduce these impacts compared with most clothes bought in the US. We share this information on every product page of our website and tell you exactly what impact each garment has on the environment. This way we all get to see the total cost of fashion so you can make empowered choices, and we can keep creating better solutions when it comes to making clothes.

When done mindlessly the mining of minerals for natural ingredients and of oil for petroleum based products disrupts ecosystems and depletes nonrenewable natural resources. The benefit of buying 100% natural products from a smaller company means that the ingredients are sourced sustainably – doing no damage to our environment.

B e a u t y R e f e r e e f t. R e f S c a l e On our labels and product descriptions our RefScale tells you: Exactly what cost each product has on the environment in terms of CO2 and water.

Measures the resources used throughout our supply chain and shows how it compares to industry standards.

Shows the total amount saved by purchasing Reformation.

cosmetics disclosed Companies are cashing in on the word ‘natural’ they seem to think by putting a few natural ingredients in their product makes their product natural – even though it is laden with other chemical and toxic ingredients. Now because more companies are seeking out natural products (so they can put natural on their bottle) the demand for more natural ingredients has increased. Which means that more farming and mining needs to occur – now this would be a good thing if it was done sustainably. However big companies want it in mass quantities and they want it cheap and fast.

So forget about sustainable farming and mining – more pesticides are being put in the earth and the more human rights are being exploited.

This way we all can make empowered choices, and we can keep creating better solutions when it comes to creating beauty products.

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S u s ta i n a b l e P r a c t i c e s

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_ Tr e a t y o S e l f

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S u s ta i n a b l e p r o d u c t m e e t s s u s ta i n a b l e pa c k a g i n g A t Beauty Referee we strongly believe that

the future of sustainable packaging lies in the use of renewable and recyclable materials.

All of our products are packaged in white stained metal compacts meant to be a one-time purchase that you continue to refill -almost like a piece of jewelry, because it’s that good.- But even better, purchases done in store can be packaged in glass bottles, further emphasizing in the importance of recycling and product lifecycle.

Additionally all of our labels and stickers are printed onto recycled paper. Cartons are made from 50% Forest Stewardship Council certified paperboard with 50% post-consumer recycled fiber. These paperboards and cartons are manufactured using wind power or hydropower, both renewable energy resources.

w e did t he mat h (and w e ar e r eally g ood at it)

In a given year, Beauty Referee will use approximately 307, 386 pounds of this paper in place of virgin fiber. In doing so, we preserve 1,475 trees for the future, save 626,735 gallons of wastewater flow and conserve 1,045,112,400 BTU’s of energy which in turn prevents 136,541 pounds of net greenhouse gas emissions.

Wh e n w e d e c i d e d were a good idea

stickers

With the concept and creation of the Beauty Referee packaging, we decided it was time for you to be your own designer and personalize your very own skincare set. It’s easy, we give you a white canvas, tons of sticker designs and voilá you’re free to mix and max, create different color choices, and essentially have a unique and one-of-a-kind line of cosmetics customized for and by YOU. Stickers are decorative only and come in clear sheets for you to decide their placement.

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Image 4

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Pop-up Loc at ion Analy sis

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S o u t h S t r e e t S e a p o r t D i s t r i c t , N e w Yo r k

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#newyorksoldestnewneighborhood R e ta i l i n g @ R e f o r m at i o n By only selling clothes online and in our own boutiques, we avoid traditional retail markups. This is mainly the reason why you wouldn’t find Reformation at any department stores, outlets or pop-ups. However, Beauty Referee speaks directly to dedicated fans who find this to be a blessing and a curse because the launch of new collections often sell out quickly online and the pieces may or may not make a comeback. With all of you in mind we have managed to partner up with South Street Seaport District in New York allowing for retail expansion and doing some really cool sustainable innovations while we are at it.

Wh y S o u t h S t r e e t S e a p o r t i n N Y C ?

The Howard Hughes Corporation’s (HHC) vision to revitalize the South Street Seaport is headlined by Pier 17. The development plan balances the pier’s iconic waterfront location with its unique ability to provide a much-need community and fashion anchor for the rapidly growing Lower Manhattan population.

Just recently in 2015, a big party celebrated the launch of Seaport Studios, a pop-up store that features a rotating mix of fashion designers, artists and food. Seaport Studios revitalizes New York’ s oldest neighborhood (The Seaport District) after the area was devastated by Hurricane Sandy more than three years ago.

Strengthening our core Designed by world-renowned SHoP Architects, the development plan integrates the site into a reimagined East River waterfront, drawing New Yorkers and visitors to an enlivened Seaport District. The pier 17 development is LEED certified and utilize state-of-the-art sustainable building technologies. HHC is takig over maintenance of the pier structure, which will save New York City tens of millions of dollars in repair and ongoing maintenance costs.

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Direct Competitors Beauty Referee’s competitors not only share a similar aesthetic and overall brand concept, they also strongly emphasize on the millennial customer and mainly distribute through e-commerce and social media channels. Just as Reformation, our competitors are the perfect meld of both the New Yorker and the LA lifestyle. Price point similarities are also key aspects of our main direct competitors.

MILK MAKEUP The brand Driven by creativity and designed by industry insiders, Milk Makeup is inspired by cultural hubs in NY and LA, that sit at the crossroads of fashion, music, photgraphy, art and film. A place where trends are born and a platform for the next generation. Milk Makeup is fun, eco conscious and cool. Their multifunctional high-tech formulas are built for the girl on the go.

The line Their products are designed for experimentation and self-expression. Their categories include eye, lip, face, skin and hair all formulated on parabenfree standards and made from natural ingredients including fruit and vegetable butters.

Tagline High concept, low maintenance.

GLOSSIER The brand Glossier is a beauty company inspired by what girls need in real life. They are invested mostly on creating new essentials and easy-to-use basics that form the backbone every girl’s beauty routine.

The line Glossier is a great believer on prioritizing skin over makeup (skincare as makeup). Their first set of products ever released included four not-sobasic basics that were designed to leave you fresh and glowing right away.

Tagline Skin first.

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Th e E s t e é E d i t The Esteé Edit by makeup giant Esteé Lauder is by far the department store stalwart’s largest effort to court a younger consumer, hitting shelves online and at sephora stores (the goto beauty playground for millennials) this past march. The new line includes 82 pieces of makeup and skincare products (organized into three categories - Barest, Edgiest, and Guest Editor Glow) that were all curated by Kendall Jenner and it girl blogger Irene Kim.

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Image 14

Frank Body Frank Body is all about coffee-based skincare (always caffeinated, naturally derived and 100% Australian owned and made) Their philosophy bases off of the idea that just how coffee wakes you up from the inside, it wakes you up on the outside too -that’s what they put it everywhere-

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Ta r g e t C u s t o m e r

We could give you a whole spiel on how we want our customer to have a sustainable conscious mind to make good constructive decisions on the purchases that she makes. But the truth is, this type of mindset only happens to prevail in a very utopian world, in which we don’t, yet again, happen to exist. Instead we focus on creating really good stuff that people will just come and want to buy (and it’s really more about trying to look for the gap, where we try to make things you can’t find not things everybody else is making). We have this ideal customer in mind with this girl that is a waitress, she’s made about $200 in tips tonight, and she wants a dress for a date or an event. This idea were you really have to work hard to earn those $200 that in turn

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makes us really work hard to get those two hundred from her.

Its simple, we have to EARN that.

The same goes for Beauty Referee, we wanna make you feel good so that you can look even better. With the launch of our very own cosmetics line (kick starting in the skincare department) we successfully fuse the idea of designing for both the west and east coast. This is the right middle point where it all comes together.

Th e A n a t o m y o f a # R e f B a b e

Cool Feature Fuzzy brows or nothing.

Oh, the lips Probably the envy of more than 500k followers on instagram

Current Skin Status On the pursuit of perfect glowy skin.

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Hair Mantra Tousled in the most perfect ways and freshly highlighted, but don’t be fooled this takes some serious high maintenance routine.

Vintage and Deadstock Totally pulling off bomb pieces from grandma’s closet.

-Or wearing Reformation for that matter.-

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Oops!

Totally the trace of a good friday night out in town.

That j-lo glow is here to stay_

#beautyrefs

#best Face forward

#Blink PInk

DUET FOR BIRCHBOX Retail Management - YMA Scholarship

Private label brand creation for Birchbox

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pages

Branding, Packaging and Product Development Social Media Strategy and Content Creation

“Düet” originates from the idea of creating a brand that suits all genders, drifting away from the suggestion that gender is binary rather than a spectrum. The aesthetic behind “Düet” is constructed by adrogynous elements that allow the customer to identify themselves without having to automatically fall into a feminine of masculine category, by providing intermediate or neutral characteristics. The brand name comes to life by challenging the idea of unisex branding and intrigues the customer while hinting them into understanding what Düet is all about.

DĂźet brings a new age group into the market mix that Birchbox has already established. The fact that the brand is targeted to a more mature group of people would increase the traffic of costumers that have a more stable income and a more settled lifestyle. On the other hand our cosmetics provide a new category within beauty that Birchbox has yet to explore.

C H A R M É : A S U S TA I N A B L E C O L L E C T I O N C o n te m po ra r y I s s u e s i n Fa s h i o n M e r ch a n d i s i n g

Responsible outsourcing & sustainable fabrics

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pages

Product Development and Global Sourcing Creative Direction and Brand Identity

Charme originates from the idea of creating a brand that embraces all things natural while establishing a luxurious lifestyle that relates to minimal fashion and business attire. We have carefully hand-picked and designed 1o items for your daily use that will provide you with the right comfort and flexibility to go from day to night, work to after-office drinks and from cold to war weather. Our 10-piece collection has been minutely crafted with the best quality materials and fabrics that come from a sutainable stand point and source, supporting our constant efforts to contribute to a better environment and a potential reduction in carbon footprint for the textile industry. We are more than just a brand, we are all about engaging and capturing women to contribute and actively preserve our environment and we wish to ultimately empower them with the clothing we delightfully produce. ORIGINATES FROM THE IDEA OF CREATING A BRAND THAT EMBRACES

ALL

P U N YA C H A N A N A CEO / HUM AN RES O U RCES

DA N I E L L A A R C I L A CFO / VICEP RESIDEN T

SOFIA MOLINARO S U S TA I N A B I L I T Y D I R E C T O R

ISABEL ASEN SIO C R E AT I V E D I R E C T O R

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our so 4

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able of conen OUR STORY

MISSION - VISION

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U N I Q U E C H A R AC T E R I S T I C S

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SOCIAL RESPONSIBILITY

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M I N I M A L FA S H I O N

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CUSTOMER PROFILE

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DID YOU KNOW?

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M AT E R I A L S & FA B R I C S

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L I N EU P - COLLECT I O N

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G A R M E N T L I F E C YC L E

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GAR M E N T D I S P O SA L

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C O S T S AV I N G S

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REAS O N S T O WEAR CHARM É

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BRANDING

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3

CO N CLU SI O N APPENDIX

C H A R M E O R I G I N AT E S F R O M T H E I D E A O F C R E AT I N G A B R A N D T H AT E M B R AC E S A L L T H I N G S N AT U R A L W H I L E E S TA B L I S H I N G A L U X U R I O U S L I F E S T Y L E T H AT R E L AT E S T O M I N I M A L FA S H I O N A N D B U S I N E S S AT T I R E .

W E H AV E C A R E F U L LY H A N D - P I C K E D A N D D E S I G N E D 1 O I T E M S F O R Y O U R DA I LY U S E T H AT W I L L P R O V I D E Y O U W I T H T H E R I G H T C O M F O R T A N D F L E X I B I L I T Y T O G O F R O M DAY T O N I G H T , W O R K T O A F T E R O F F I C E D R I N K S A N D F R O M C O L D T O WA R W E AT H E R .

O U R 1 0 - P I E C E C O L L E C T I O N H A S B E E N M I N U T E LY C R A F T E D W I T H T H E B E S T Q UA L I T Y M AT E R I A L S A N D FA B R I C S T H AT C O M E F R O M A S U TA I N A B L E S TA N D P O I N T A N D S O U R C E , S U P P O R T I N G O U R C O N S TA N T E F F O R T S T O C O N T R I B U T E T O A B E T T E R E N V I R O N M E N T A N D A P O T E N T I A L R EDU C T I O N I N CAR BO N FO O T P R I N T FO R T H E TEXTILE INDUSTRY..

W E A R E M O R E T H A N J U S T A B R A N D , W E A R E A L L A B O U T E N G AG I N G A N D C A P T U R I N G W O M E N T O C O N T R I B U T E A N D AC T I V E LY P R E S E R V E O U R E N V I R O N M E N T A N D W E W I S H T O U LT I M AT E LY E M P O W E R T H E M W I T H T H E C LO T H I N G W E D E L I G H T F U L LY P R O D U C E .

LO V E ,

charmè

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1

51 52

B I K E R PA N T S

PENCIL SKIRT

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COMP O SI T I O N - JER SEY KN I T

COMP O SI T I O N - JER SEY KN I T

M AC H I N E WA S H C O L D , G E N T L E

M AC H I N E WA S H C O L D , G E N T L E

H A N D WA S H C O L D , G E N T L E

H A N D WA S H C O L D , G E N T L E

D O N O T B L E AC H

D O N O T B L E AC H

LINE DR Y

LINE DR Y

D R Y F L AT

D R Y F L AT

T U M B L E D R Y G E N T L E , N O H E AT

T U M B L E D R Y G E N T L E , N O H E AT

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I R O N H I G H H E AT

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N I K E C A L C U L AT O R

N I K E C A L C U L AT O R CHEMISTRY

CHEMISTRY

E N ERGY

E N ERGY

WAT E R

WAT E R

WA S T E WA S T E

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23

R U F F L E D B L AC K D R E S S

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N I K E C A L C U L AT O R

COMP O SI T I O N - O RGAN I C CO T T O N :

CHEMISTRY

M A C H I N E WA S H C O L D

E N ERGY

WA S H W I T H L I K E C O LO R S

2 1.

T U M B L E D R Y LO W

WAT E R

D O N O T B L E AC H WA R M I R O N I F N E E D E D

WA S T E 26

C O N T R O L T H E T E M P E R AT U R E A B O U T 9 0 % O F T H E E N E R GY A S S O C I AT E D WITH JU S T

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S W I T C H T O N AT U R A L D E T E R G E N T S A N D S TA I N R E M O V E R S N AT U R A L P R O D U C T S T E N D T O B E F R E E OF

C H LO R I N E

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AND

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C O N TA I N

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AND

A R E O F T E N S P E C I F I C A L LY F O R M U L AT E D T O P E R F O R M W E L L I N C O L D WAT E R .

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C H O O S E N O N - C H LO R I N E B L E AC H

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P O U N D S O F C H LO R I N E F R O M E N T E R I N G O U R EN VIR O NMEN T . .

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OUR

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IN

CA R E P R O D U CT S T H EY S E L L , T H EY A LS O S P EC I A L I Z E T H AT USE!

ARE

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nspiraion

50

REASONS TO WEAR

CHARMÉ

CHARMÉ

ZARA

$800

$99

100 % HEMP

T O XIC FIBER S

I N N O VAT I V E

C O N TA I N S A C R Y L I C F I B E R T H AT

R E C YC L A B L E

C A U S E S H E A LT H P R O B L E M S

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C H A R M É H A S PA R T N E R E D W I T H A CO M PA N Y

CALLED WEARABLE COLLECT I O N S . THIS I S A N YC B A S E D C O M PA N Y F O C U S E D O N K E E P I N G C LO T H I N G , T E X T I L E S A N D S H O E S

O U T O F L A N D F I L L S W H I L E G E N E R AT I N G F U N DS FO R C H A R I T I ES .

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P O U NDS

=

2

L A RGE FU L L T R AS H B AGS O F T E X T I L ES

1 , 0 0 0 T R A S H B AGS O F T E X T I L ES

=

500

R ES I D E N T S IN 1 BUILDING

T H E WAY W E H AV E G O N E W I T H T H I S I S ,

disposal

T H E C U S T O M E R S H AV E T H E O P T I O N T O

G I V E U S B A C K T H E I R C LO T H I N G , E I T H E R

GARMENT

SEN T O R BR O UGHT T O O U R MAIN N Y S T O R E O R B R O U G H T T O T H E Y COM E T O

O U R S T O R E F R E E O F CO S T M A N AG I N G W E E K LY

PICK - U P S AND BIN MAIN TENANCE , AND T H E Y TA K E O U R B A G .

O N C E T H E Y H AV E O U R U S E D C LO T H I N G B A G S , T H O S E C LO T H E S W I L L E I T H E R B E

REU SE A S S ECO N D H A N D C LO T H I N G

T U R NED IN T O R AGS

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33

CHARMÉ

1205

CHARMÉ

TOPSHOP

$325

$50

T O X IC CH EM ICA LS

1 0 0 % CO M B E D O R GA N I C CO T T O N J E R S E Y K N I T

I N T E N S I V E I R R I G AT I O N U S E

P R ODUCTIO N

E N V I R O N M E N TA L LY S A F E

$475

$710

100 % HEMP

E C O - F R I E N D LY

USE

38

R O U NDED IN T O FIBER S

OF

H I G H - E N E R GY

DU RING

B I O D EG R A DA B L E

U S E OF P ES T IC ID ES

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O Y S H O : T H E N E W S T R AT E G I C I N I T I AT I V E Non-Treaditional Retailing

Filling in Omni-channel gaps

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pages

Branding & Packaging Social Media Strategy and Content Creation

The New Strategic Initiative identified and set in motion for Oysho was based on identifiication of huge gap in the omni-channel workings of the brand. We are introducing Oysho into the US market through an online presence supported by the incorporation of a Virtual Dressing Room experience that will benefit the brand by amplifying customer reach and conducting a new streamlined business model, the American way.

II THE NEW STRATEGIC INITIATIVE

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HISTOR Y

In 2001 Inditex created its new lingerie brand, Oysho. Oysho has a short history but has grown quickly. The first stores were opened in Ireland, Iceland, Italy, Luxembourg, the Czech Republic, Puerto Rico and Jordan. Currently, Oysho has more than 605 stores in 44 different countries, 190 of them in Spain. As part of the Inditex Group, It shares the same management model and approach to fashion.

MISSION STATEMENT “As Inditex Group’s lingerie brand we are committed to extend their sustainability, quality ethics and philosophy into everything we do. With an increasing visual presence in our stores and impeccable consumer experience we offer our customers stylish and high quality products constantly renewed to keep up with the ever-changing trends.”

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OWNERSHIP STRUCTURE

3 Parent Company

Managing Director

Financial Director

INDITEX

Carmen Sevillano Chaves

Miguel Vidal Alonso

REVENUE AND SALES

4 Net Sales 416 million Euros

There was an 18% increase in net sales from 2013 to 2014

1 CONSUMER TRENDS SPAIN Economic Recovery Due to the uncertainty of economic crisis, consumer spending had stopped in Spain, but currently, Spain is experiencing economic growth which is increasing spending.

Consumers have the perception that the country is more stable and feel less insecure about spending more

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3

3

Living la vida “Low Cost�

2

Despite a perceived economic growth, many consumers are looking to reduce spending because they are still insecure and uncertain about the future state of Spain’s economy.

This has increased the demand for used clothing and also made price comparison amongst various websites more popular within the millenials consumer groups.

Mobile Shopping The economic crisis and uncertainty has forced people to not only save money but look for alternatives. Spanish consumers perceive smartphones as an investment that will help them save money in the future. Mobile apps and services that allow for saving are extremely popular, a few examples include Whatsapp, Airbnb, and car sharing apps. Millennials consider their smartphone to be their most prized possession, as the unemployment rate in Spain is above 50%. They mostly use their phones to arrange their social life.

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Sustainability Sustainability in Spain is driven by the consumer’s struggle to reduce spending during an economic crisis. Since there is still an uneasiness about the current state of the economy, environmentalism plays a huge part in consumer behavior. Younger consumers also encourage older generations to consumer more responsibly by shopping in vintage/2nd hand clothing stores, growing their own produce, and sharing rides to save gas.

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CUSTOMER PROFILE

MEET

25 years old Lives in Barcelona, Spain BFA in Sound Design Music Producer Makes $50,000 a year Lifestyle: yoga, travel, tech-savvy, attends music festivals Media consumed: WhatsApp, Instagram, Sound Cloud & Snapchat Shops online to easily compare prices and invests in new technology Opinions and beliefs based on a liberal mind set, independent, meditator, cultured

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VISUALIZATIONS

Website Mock Up

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Mobile App Mock Up

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nina

27 years old Born in Chicago, Illinois BFA in Performing Arts Professional Ballet Dancer (The American Ballet Theater) Makes $70,000 a year Lifestyle: Dance rehersals everyday, Uptown girl, enjoys social hangouts, leads a fast-paced schedule, film fanatic Media-savvy: Holds an official Facebook, Instagram and YouTube account for her professional career. topping the 70k followers. iMessage, Snapchat, Spotify and Uber are checked on a daily with high frequency impact.

Shopping behaviors: Limited free time doesn't allow for frequent brick and mortar visits. Most impulse buys are done through ecommerce Opinions and beliefs based on an ambitious mindset, compromised to her passions, invested in empowering women

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CUSTOMER PROFILE

MEET

COMMUNICATION AND PROMOTIONAL PLAN 54

ZI NK MAGAZI NE: T H E DESIGN ISSUE M oc k U p D e s i g n f o r Tr e n d s a n d Fo r e c a s t i n g

Editor-in-Chief for Zink Magazine

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pages

Art and Creative Direction

Styling and Layout Design

The next few pages are filled with one out of 6 photoshoots put together for the creation of our Zink Magazine Mocl-Up print. The idea was to follow Zink’s aesthetic while innovating at the same time. For the design issue, our main focus was to showcase SCAD artwork and feature Savanah’s finest srtists. This photoshoot showcases all Art Direction, Styling, Editing and Makeup by me.