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Lost & Found Gap HOME Branding A Stylist SPOTLIGHT=Catalog


Lost & Found Tween Brand Lost and Found is a brand that offers clothing and accessories to girls from the ages of 8-14, who are also known as “tweens.” The products are inspired by styles popular with an older demographic between the ages of 18-22. Products include tops, bottoms, outerwear, shoes and accessories. Lost and Found’s greatest intention is to provide an outlet for young girls to dress how they envision themselves by offering apparel that does not portray a young and foolish child, but depicts a developing adolescent who is able to choose their own direction.


Vision

At Lost and Found, we are dedicated to providing young girls an escape from the everyday clichĂŠ of being a tween. Our main objective is to offer mature clothing that will set our customer above the rest and provide her with a distinct and envied look. We do this by presenting tweens with the same opportunities that older teens are given.

Mission

Lost and Found looks to provide customers with the sense that they can rely on the brand to offer the most modern and fashionable trends. We are one of the few brands that understand the ever-evolving tween market and have created products that set both design and construction at the highest level.


I’M CURRENTLY IN THE LONG AND CONFUSING PROCESS OF FIGURING OUT WHO I AM AND WHAT I WANT TO DO WITH MY LIFE

DEMOGRAPHICS

• A female 8-14 years of age • Lives with parents and a sibling in a suburban area • Supported by parents • Attends Middle School • Estimated 28,182,600 tweens in 2005

PSYCHOGRAPHICS • Their most important aspirational component is the desire to be treated as individuals who are older than their actual chronological age • Their attitudes and values are distinct and reflect that they are on the cusp between childhood and adolescence

• The purchasing decisions of tween girls are often driven by their need to relate to their friends • They engage in multitasking as a matter of routine • They frequently use the internet to communicate with their friends, play games, download information for school and find out about things they might want to buy • When 7 to 13 year olds were surveyed about what they would do with an extra hour a day, 19.3% said they would use the extra time to shop. Playing sports was the only other activity receiving a higher response at 23.1% • They text friends constantly and use abbreviations • They read periodicals such as Seventeen, CosmoGirl!, and Teen Vogue, and books such as Sisterhood of the Traveling Pants, Princess Diaries, All American Girls, The Lovely Bones, and Twilight • They listen to The Jonas Brothers, Chris Brown, Miley Cyrus, Taylor Swift, Katy Perry, Rihanna, Justin Bieber, Kanye West, and Lady GaGa • They watch Teen Mom, Gossip Girl, iCarly, Make It or Break It, America’s Next Top Model, American Idol, So You Think You Can Dance, Project Runway, Secret Life of the American Teenager, and Glee • Some of their favorite brands include H&M, Forever 21, Abercrombie & Fitch, Juicy Couture, BCBG Girls, Harajuku Lovers, Tillys, Hollister, Roxy, and Target


Psychographics


A S S O R T

P R O D UM C E T N T


Market Analysis

American Eagle

Abercrombie

According to the article Marketing and Tweens, written by Alicia de Mesa in 2005 for a youth marketing website 360Youth.com, Mesa found that tweens are spending $51 billion dollars a year, while an additional $170 billion dollars is spent by parents and other family members directly for tweens. This is a very large market where there is an opportunity for profit. Competing retailers such as Abercrombie and Fitch have shown success in the past, but with static styles from previous collections, consumers are shying from the brand and looking for new retailers that offer more updated styles. Abercrombie and Fitch showed a decrease of $555,432 million in net sales from 2008 to 2009.

2009
 2009


2008 
 2008 


$
2,990,520
 $
2,990,520


$
2,988,866
 $
2,988,866


2.3%
 2.3%


9.6%
 9.6%


E­Commerce
Sales
(1,000′s)
 E­Commerce
Sales
(1,000′s)


$
344,400
 $
344,400


$
307,000
 $
307,000


22.5%
 22.5%


33.9%
 33.9%


‐74.1%


Net
Income
(1,000′s)
 Net
Income
(1,000′s)


‐12.1%


Advertising
Spend
(1,000s)
 Advertising
Spend
(1,000s)


$
169,022
 $
169,022
 $
68,900
 $
68,900


$
179,061
 $
179,061
 $
79,700
 $
79,700


‐24.2%
 ‐24.2%
 2.3%
 2.3%


‐5.5%
 ‐5.5%
 10.7%
 10.7%


2008


$
2,928,626


$
3,484,058


‐3.7%


7.7%


Net
Sales
(1,000′s)
 Net
Sales
(1,000′s)


E­Commerce
Sales
(1,000′s)


$
290,100


$
307,200


13.4%


18.1%


Net
Income
(1,000′s)


$
254,000


$
272,255


‐91.6%


Advertising
Spend
(1,000s)


$
17,700


$
28,700


‐23.3%


Net
Sales
(1,000′s)


3
YR
CAGR



 


2009


5
YR
CAGR


3
YR
CAGR
 3
YR
CAGR


5
YR
CAGR
 5
YR
CAGR



 


Another competing retailer, American Eagle Outfitters has shown positive sales from 2008-2009 by focusing on new brand extensions and reviving their current collection to satisfy customers. Their newest brand, 77 Kids, targets tweens but is only offered online. With the new sub brand being offered and the marketing strategies more focused, American Eagle has shown a growth of 6% in same store sales from -10% to -4% in 2009.


STRENGTHS

SWOT

• The tween category is not widely offered in the current market

WEAKNESSES • The new concept will require a substantial investment to launch

• Prices are affordable for the target age range • The location is in the stylish suburban area of Glendale, California • The niche is looking for more of a lifestyle brand, and Lost and Found offers a wide range of products

• Advertising and promotions will cost a significant amount because Tweens need to be bombarded with the brand’s identity to generate buzz • The market can be fickle where trends turn quickly • The amount of resources needed to turn product as fast as promised is unknown

• The brand offers clothing that is respectable. This will allow tweens to wear the clothing without parents becoming concerned of their child’s possibly questionable or inappropriate appearance • With the underlying principle that one can look and dress older than they are, tweens gravitate more towards a brand that recognizes them less as ‘Twilight obsessed little kids’ and more like a maturing adolescent

OPPORTUNITIES • The possibility of teaming up with an up and coming tween stars such as Elle Fanning, is a good marketing strategy. Tweens always have idols, and this is a great opportunity to drive sales with celebrity endorsements • This is a great place for kids who are taking an interest in fashion early on and looking for an outlet to better express themselves • Kids are constantly growing, and there is always a need for clothing • Kids are earning money at a younger age and are therefore able to buy things themselves • The market is growing in population

THREATS • This market deals with an unreliable target customer who is constantly changing their style • The collection is a new idea that has never been tested before and could be rejected • Body sizing can be hard to pin-point because all bodies mature at a different rate and size • Competition is extremely close, and competing brands are constantly working to push out opponents


2

Abercrombie and Fitch (A&F) sells tops, outerwear, bottoms, accessories, handbags, jewelry, shoes, and fragrances, and they are positioned at a better price point. A&F markets to an older demographic, which catches the attention of younger tweens who are looking to appear older. This is successful for the brand. The A&F brand is positioned as a teen retailer with a laid back southern Californian style. Tweens are able to wear the brand because the sizing is distorted, and all sizes run smaller than average. They have established a reputation as being a trendy, more expensive retailer. They also have an established and loyal customer base of older tweens.

ONLINE 77 Kids is a sub brand of American Eagle Outfitters (AE). They sell tops, bottoms, accessories, jewelry, and shoes and are positioned at a moderate price point. 77 Kids has not put much effort into their marketing. They do have some links on the AE website, but they do not have real ads or promotions. 77 Kids has not firmly established a brand image yet. They rely heavily on their parent brand AE, which is positioned as a casual yet trendy teen brand. AE saw a need for a tween line and created this sub brand to fill the niche, but they have not fully developed the sub brand or fully utilized their existing and very large customer base.

3

ONLINE AND BRICK & MORTAR Justice sell tops, outerwear, bottoms, accessories, handbags, jewelry, shoes, fragrances, room accessories, bedding, furniture, swimwear, cosmetics, and fragrances. They are positioned at a moderate price point. Justice advertises in many different ways that appeal to tweens such as blogs, magazines, and store parties. This draws in many tweens on the younger end of the scale. Justice is positioned as the leading provider of anything a girly tween may need in life. They are a true lifestyle brand, and they pride themselves on the clichĂŠ cutesy image of a young girl. They have become very popular and successful in the past few years. Their low prices mixed with a wide product assortment have pushed them to the forefront in the tween industry.

COMPETITORS

1

ONLINE AND BRICK & MORTAR


g n i t X e I k M R a M


Empowering

The marketing message is directed towards tween girls and is communicating how Lost and Found clothing will allow them to express themselves in a more mature and trendy manner. It also communicates that Lost and Found is a hip and popular brand that is desired by others their age.

Unique

Contemporary

Youthful

Effortless

Modest Feminine


Wild Postings ==> 8% of the overall marketing plan ==> Size: 11” by 17” poster ==> Locations: throughout heavily populated areas around shopping centers such as The Americana at Brand and downtown Glendale where the Galleria and central library are located

t s Lo

d n u o &F Lo s t

a

d .u n u o n d -F

s

Magazine Advertisements ==> 20% of the overall marketing plan ==> Size: Full Page ==> Publications: M magazine, GL Girl’s Life magazine and Twist Magazine

Lost & Found

Lo st-a n d-Fo u n d.u s

Lost & Found

==> 5% of the overall marketing plan ==> Banner Ad Sizes: Leaderboard (728 by90 pixels), Half page (300 by 600 pixels), Rectangle (300 by 250 pixels) ==> Blogs: GirlsLife.com, Tweengirlstylemagazine.com, Allykatzz.com

Blog Advertisements Lo st-a n d-Fo u n d.u s


Lost & Found Billboards ==> 20% of the overall marketing plan

Lost & Found

==> SIZE: 10’5” by 22’8” ==> Locations: Brand Boulevard, Glendale Avenue, and Glenoaks Boulevard

Lost-and-Found.us

Lost & Found

Lost-and-Found.us

Lost & Found

Mallscapes ==> 11% of the overall marketing plan Lost-and-Found.us

==> Size: 47” by 69” ==> Locations: The Glendale Galleria and The American at Brand

Lost-and-Found.us

Social Media

Lost & Found

==> 5% of the overall marketing plan Lost & Found TWEEN CLOTHING

Lost & Found Lo st-a n d-Fo u n d.u s

Lost & Found

Check out this Lost&Found sheer and sequin top! This limited time

==> Size: Fan Profile Page ==> Media: Facebook and Myspace


Gap HOME Brand Extension

Don Fisher founded Gap Inc. on the idea of targeting a niche market. Today, Gap is a $16 billion dollar business. GapHome, a sub brand of Gap Inc, does just that by targeting a consumer who is at a transitional stage in their life and searching for a product that caters to their evolving home dÊcor needs. Gap Home offers home furnishings that are affordable yet chic, and the products are for those who are just beginning to invest both time and money in their home. Gap Home is the customer’s first stepping-stone to doing just that.


Basics Principles of Gap

HOME

Match craftsmanship with affordability GapHome caters to a niche customer who is looking to furnish their home, yet still have money left over to pay the mortgage. They are on a budget, and GapHome has found the perfect marriage of quality pieces that are still within one’s price range.

Combine key items with must-have pieces GapHome seeks to create collections that offer modern and simple key items such as couches, tables, and beds that can have a completely different look by adding new linens or a few decorative pillows. Accessories such as pillows, wall hangings, and rugs will closely follow the latest trends in the interior design industry. This allows them the ability to mix and match while still being able to utilize anchor pieces.

Join modern design with a warm and inviting atmosphere GapHome focuses on products that have both design aesthetics and comfort in mind. Families are able to choose from products that combine fresh design with the warmth of a home.

Branding

Logo

Hang Tags


Target Market Demographics Name: Suzanne Williams Age: 29 Gender: Female Marital Status: Married Family Size: Daughter Bella and husband Derek Income: Combined $90,000 Occupation: Elementary School Teacher Education: Graduated from USC with a Bachelor’s degree

Psychographics Suzanne is a very family oriented person. She likes to stay healthy and fit by jogging and doing yoga twice a week. She is a member of the middle class, and she is well cultured. Her main interests include her family and friends, while her husband and daughter are the main driving forces in her life. She is a homebody but is not afraid to go out and socialize. She has a very caring and nurturing personality and is centered around the home. She can become easily aggravated, and as a Cancer, her moods shift. After graduating college, Suzanne soon married her husband Derek and the couple became pregnant with Bella. Being a homebody, Suzanne made finding the perfect home her top priority. With the economy and plunging housing market, the couple was able to buy their dream home at a reasonable price. With the perfect home, Suzanne made it her goal to create the perfect environment for her family and herself.


Design Elements => Neutral key components => Decorative prints => Bold accents

Materials => Brushed Canvas => Organic Cotton => Suede => Linen

Gap HOME Interiors


The Living Room Key Essentials

Layers

Accents


Dining Room Key Essentials

Layers

Accents


Bedroom Key Essentials

Layers

Accents


Bedding & Accents


Line Sheet Gap Home Collection Spring/ Summer 2011

Style #: LR1000

Style #: LR1001

Style #: LR1002

Style #: LR1003

Style #: LR1004

Style #: LR1005

Style #: LR1006

Style #: LR1007

Style #: LR1008

Description: Single concealed drawer and open bottom storage shelf

Description: Ottoman with four wooden legs

Description: Wooden coffee table with three drawers

Description: Wide media storage unit with two drawers

Description: Tall media storage unit, glass door with four storage shelves

Description: Love seat with wooden legs, two cushion, and square edges

Description: Couch with wooden legs, three cushions and rounded edges

Description: Two cushion couch with slip cover and soft edges

Description: Sectional with five cushions and slip cover

Material: Wood

Material: Wood, cotton/ poly Blend, foam cushion

Material: Wood

Material: Wood

Material: Wood, glass

Material: Wood, cotton/ poly blend, foam cushion

Material: Wood, cotton/ poly blend, foam cushion

Material: Wood, cotton/ poly blend, foam cushion

Material: Wood, cotton/ poly blend, foam cushion

Retail: $200.00

Retail: $300.00

Retail: $350.00

Retail: $450.00

Retail: $500.00

Retail: $850.00

Retail: $1000.00

Retail: $1100.00

Retail: $1800.00

Style #: DR1000

Style #: DR1001

Style #: DR1002

Style #: DR1003

Style #: DR1004

Style #: DR1005

Style #: BR1000

Style #: BR1001

Style #: BR1002

Description: Rectangular wood table with two legs and square edges

Description: Rectangular wood table with four legs and square edges

Description: Circular wood table with four attached legs

Description: Upolstered chair with square arm rests

Description: Short upolstered chair with no arm rests

Description: Tall upolstered chair with no arm rests

Description: Upolstered bed frame

Description: Wooden bed frme with six drawers

Description: Raised four post wooden bed frame with canopy

Material: Wood

Material: Wood

Material: Wood

Material: Wood, cotton/ poly blend fabric

Material: Wood, cotton/ poly blend fabric

Material: Wood, cotton/ poly blend fabric

Material: Cotton/ Poly blend fabric

Material: Wood

Material: Wood

Retail: $500.00

Retail: $500.00

Retail: $850.00

Retail: $850.00

Retail: $1000.00

Retail: $1350.00

Retail: $200.00

Retail: $200.00

Retail: $250.00


Style #: BR1003

Style #: BR1004

Style #: BR1005

Style #: BB1000

Style #: BB1001

Style #: BB1002

Style #: BB1003

Style #: BB1004

Style #: BB1005

Description: Wood nightstand with two drawers

Description: Wide wood dresser with six drawers and metal handles

Description: Tall wood dresser with four drawers and metal handles

Description: Comforter with a rouched flower pattern

Description: Large patch work comforter with upbeat hues and twirling patterns

Description: Large quilted comforter with floral an stripped patterns

Description: Sheet set with small dots and petals in a circular pattern

Description: Sheet set with petite yellow flowers and a blue background

Description: Sheet set in a solid color with diamond pleating around the border

Material: Wood and metal

Material: Wood and metal

Material: Wood and metal

Material: 100% cotton

Material: 100% cotton

Material: 100% cotton

Material: 100% cotton

Material: 100% cotton

Material: 100% cotton

Retail: $250.00

Retail: $350.00

Retail: $450.00

Retail: $150.00

Retail: $200.00

Retail: $200.00

Retail: $30.00 set

Retail: $34.00 set

Retail: $100.00 set

Style #: A1000

Style #: A1001

Style #: A1002

Style #: A1003

Style #: A1004

Style #: A1005

Style #: A1006

Style #: A1007

Style #: A1008

Description: Gold pillow with sequin circle pattern

Description: Two toned pleated pillow

Description: Large rectangle hanging capiz pendant

Description: Star burst mirror

Description: Series of glass vases that come in a group of three

Description: Round carpet with a curved and foral pattern

Description: Cream rectangular carpet with delicate lacelike detailing

Description: Thick rectangular rug with four sections of print

Description: Thick rectangular carpet with raised floral pattern

Material: Linen/ cotton blend, sequins

Material: 100% cotton

Material: Capiz shells, metal

Material: Glass, metal

Material: Glass

Material: Wool with cotton backing

Material: Wool with cotton backing

Material: Wool with cotton backing

Material: Wool with cotton backing

Retail: $34.00

Retail: $34.00

Retail: $300.00

Retail: $100.00

Retail: $30.00 set

Retail: $150.00

Retail: $175.00

Retail: $200.00

Retail: $200.00


Marketing Strategies Launch Event

Web Announcements

A House Warming Party! The event is a housewarming party, which allows customers to see the new location and the new products being offered. Drinks and appetizers will be served, and everyone is welcome to attend the event. The event will be announced on Gap’s main website, and banner ads will appear online before the event.

LIVING ROOM/ DINING ROOM / BEDROOM / BEDDING / ACCESSORIES / SALE

Mag HOUSE WARMING PARTY

10% off all purchases made plus bring in a photo of your space and work with an interior decorator for free

Promotions at the Event All customers who make a purchase that night will receive 10% off their entire purchase. Gap will have interior decorators on site for free consultations. Attendees are advised to bring photos of their current home dĂŠcor or the space that they would like to be advised on, and they will have an opportunity to sit down with one of seven professional interior decorators and get feedback. Decorators will then make recommendations of what Gap HOME products will work best for both the space and the client.

NEW STYLES Living Room Dinning Room Bedroom Bedding Accessories

View our online catalog now!

Banner Ads `

Welcome Home...Celebrate the Grand Opening of Gap Inc HOME Collection with 10% off ALL purchases made. Bring a photo of your space and consult with interior designers free. Click for more details.


Advertisements Gap’s Ad Inspiration Gap has run ad campaigns that feature simple tag lines such as “Warmth For Him” and “Keep It Simple.” Gap HOME, which focuses on highlighting the simple and clean elements that make a home, features ads that highlight the clear and straightforward nature of the brand.


Branding A Stylist Adreana’s Personal Portfolio

Adreana Cross is an up and coming stylist who was looking for a portfolio to represent both her talent and skills. The key elements of design that Adreana requested are: Feminine, Classic, Simple, Elegant I created an overall portfolio which focuses on Adreana’s current salon work, freelance styling, and specialty treatments. I also created a service menu that Adreana can present to new or existing clients during consultations that covers her services and fees.


Branding Adreana Cross Project Overview After graduating from the Paul Mitchell School of Beauty, Adreana entered her first full time position as a hairstylist at the Mirage Salon and Spa. Having just established her career, her personal branding lacks in presentation and does not accurately portray her talents. Adreana is looking to create an overall identity for herself as a stylist so she is able to move further with her career and properly represent herself to clients. She specializes in both styling and coloring hair as well as hair therapy treatments. She is looking to create a portfolio that illustrates her talent and skill for styling hair while creating an identity for both her herself and the services that she offers.

Contents Client Specifications Inspiration- Shabby Chic Early Branding Final Branding Common Elements Portfolio Service Menu


Logo

SHABBY CHICCommon INSPIRED Elements Thrysus

Colors

Logo

nspiration: Shabby Chic

femanine Classic

Logo

Colors Colors

Comm Common E ThrysusThrysus


AC A C

BRANDING

Final Branding Final Branding Final Branding

Adreana AdreanaCross Cross Adreana Cross Mirage and Spa MirageSalon Salon and Spa Adreana Cross Mirage Salon and Spa Email: Email:Helcatgrl@aol.com Helcatgrl@aol.com

AdreanaCross Cross Adreana Cross Adreana Adreana Cross

Mirage Salon and Spa Email: Helcatgrl@aol.com Email: Helcatgrl@aol.com

make makean an make an make an appointment appointment appointment appointment Date: Date: Date: Date: T Tim ime:e: T im e:T im e:

Mirage MirageSalon Salonand andSpa Spa Open Tuesday totoSaturday Mirage Salon and Spa Tuesday Saturday MirageOpen Salon and Spa 536 Main Street

Open Tuesday to Saturday 536 Main Street Open Tuesday to Saturday Vacaville, CA 95688 536 Main Street Vacaville, 536 Main Street CA 95688 Vacaville, CA 95688 707.449.4988 707.449.4988 Vacaville, CA 95688

707.449.4988 707.449.4988 Thank Thankyou youfor foryour yourbusiness! business! Refer aafriend $10 Thank you forand yourreceive business! friend and receive $10off off ThankRefer you for your business! your next Referat aatfriend andappointment. receive $10 off your next appointment. Refer a friend and receive $10 off at your next appointment. at your next appointment.

ACA C C

Adreana Cross Cross Adreana Adreana Cross 743 San San Marco Marco Street Adreana Cross 743 Street 743 San Marco Vacaville, CA Street 95687 743 San Marco Street Vacaville, CA 95687 Vacaville, CA 95687 Vacaville, CA 95687

Open Tuesday- Saturday 707. 449-4988 536 Main Street, Vacaville, CA 95688 Open TuesdaySaturday 707. 449-4988 449-4988 536 536 Main Street, Street,Vacaville, Vacaville,CA CA95688 95688 Open TuesdaySaturday Open TuesdaySaturday 707. 707. 449-4988 536 MainMain Street, Vacaville, CA 95688


SERVICE MENU Adreana Cross

Service Menu

Adreana Cross

Having always aspired a stylist, stylish,Adreana Adreana finally finally followed Having always aspired to betoabe hair followed her dreams at theSchool Paul Mitchell her dreams andenrolled atand theenrolled Paul Mitchell of Beauty in School of Beauty in Sacramento, California an received Sacramento, California and received an associates degree in an Associates Degree in Cosmetology. Shortly after Cosmetology. Shortly after graduated, Adreana began working graduation, Adreana began working at the Mirage Salon at the Mirage Salon and Spa located in downtown Vacaville, and Spa located in downtown Vacaville, California. California. Currently, Adreana continues to cut, color, and style hair

Curently, Adreana cut, style hair at the at the Mirage continues Salon and to Spa as color well asand freelance styling for weddings, events. Mirage Salon and Spa, proms, and sheand alsoother doesspecial freelance styling for weddings, proms, and other special events.

Contact Adreana

Make an Appointment at

Mirage Salon and Spa

Service Service Menu Menu Haircuts Haircuts

Haircut....................................................................................................................$40 Haircut....................................................................................................................$40 Haircut....................................................................................................................$40 Men's Haircut with Clippers..................................................................................$18 Men's Men'sHaircut Haircutwith withClippers..................................................................................$18 Clippers..................................................................................$18 Men's Haircut with Scissors....................................................................................$25 Men's Men'sHaircut Haircutwith withScissors....................................................................................$25 Scissors....................................................................................$25

Mirage Salon and Spa 536 Main Street Vacaville, CA 95688 by phone:(707) 449-4988

Keratin Treatment

Keratin Smoothing Complex Treatment..................................................................$250 First Treatment Lasts 3-5 Months Keratin Complex Express Smoothing Treatment....................................................$120 First Treatment Lasts 6 Weeks *Both Include the Required Shampoo and Conditioner

INSIDE MENU

Hair Hair Color Color

Color.........................................................................................................Starts at $60 Color.........................................................................................................Starts Color.........................................................................................................Startsat at$60 $60 Partial Highlight ......................................................................................Starts at $70 Partial PartialHighlight Highlight......................................................................................Starts ......................................................................................Startsat at$70 $70 Full Highlight ..........................................................................................Starts at $90 Full FullHighlight Highlight..........................................................................................Starts ..........................................................................................Startsat at$90 $90

Styling Up Do's ....................................................................................................Starts at $65 Style for Occasions.................................................................................Starts at $50 Shampoo and Blow Dry ........................................................................Starts at $25

BACK

FRONT

by phone:(707) 449-4988 by email: Helcatgr@aol.com


PORTFOLIO

Mirage salon and spa 536 Main Street Vacaville, CA 95688 (707) 449-4988

Services Offered: Haircuts, highlights, hair straightening treatments, perming, coloring, formal styling, makeup styling, makeup lessons, facials, waxing, skin care services, electrolysis, massage therapy, pedicures, and manicures

Brands Offered Back To Basics, Rusk, Bumble and Bumble, Eufora, Mirabella, Ecoly, Purology, Schwarzkopf,

Women’s Night Out Fashion Show 2010

Rosinas - Skin care system, Alcame, Ficcare, Claypac, Zoya, Dermalogica, J Beverly Hills, Joico, Sabastian, Redken, Biolage, Altema, Matrix, Fake Bake, Hempz, Qtica, AG, Babyliss, TIGI, InfraShine, Posh polish, Graham Webb, Back to Basics, Hot Tools, BioSilk, Big Sexy, Aquage, Bed Head, ISO, ICE, Glysolid, American Crew, Nioxin, Halo, Kenra, Salt City Candles,

Special Events

Weddings

October 28, 2010 • A fashion show, a stylish array of boutique shopping vendors, wine and hors’d oeuvres, and an outstanding comedian were just the right

Paul Mitchell

ingredients to make a memorable evening.

Freelance Work

• Goal of the night was to entertain, educate and motivate women to action for their health and the health of their families.

' Night Out Womens

Fashion Show

Trish Koch weddings 2008 Bridal Party of Six

Keratin

Smoothing Therapy Treatment The Unique Smoothing Treatment

A Testimonial by Jordan Coupe Being a busy college student always on the go, Jordan Coupe struggled to find different easy yet appealing ways to style her naturally curly hair. “It would take me at least thirty minutes just to blow dry my hair, and that doesn’t even include the time it took me to flat iron it straight!” Having always wanted straight and silky hair, she searched for ways that were

This revolutionary smoothing system infuses Keratin, which is an protein structure in both hair

highly effective yet still healthy for her hair. Having received her first Keratin therapy treatment in October of 2010, Jordan is more than pleased with the results.

and nails, deep into the hair cuticle, eliminating up to ninety-five percent of frizz and curl and leaving the hair smooth, shiny and luxurious. The process inlcudes washing and drying the

“The first time I dried my hair after the treatment, I couldn’t believe it. It took me less than

hair, completely coating the hair in the Keratin solution, drying the hair once agian, and flat

have received the Keratin smoothing therapy treatment, Jordan swears by the process.

ironing to complete the process. Clients must let the keratin absorb for two to three days by keeping the hair dry, and results typically last three to five months, depending on hair type.

Effects of the smoothing treatment include: - Smoother, Silkier, Straighter and Shinier Hair - Hair is Easier and Faster to Blow-Dry

Nicole Miller Wedding 2010 Bridal Party of Five

- Hair is Close to Being “Maintenance-Free” on a Day to Day Basis - Promotes Healing - Blocks the Effects of Humidity - Prevents Environmental Toxins From Entering the Hair

WINNER of the 2010 Stylists Choice Award Keratin Complex Smoothing Therapy was selected a winner in the “Best Smoothing System” category. The awards were announced at a glittering ceremony at McCormick Place in Chicago.

ten minutes to dry my hair, and I didn’t even need to use the flat iron.” Like many other who “I highly recommend it. My hair is the healthiest it has been in years, and I finally have the beautiful silky smooth hair I have always wanted.”

Before and After photos


SPOTLIGHT=Catalog Online Catalog

SPOTLIGHT is a seasonal online catalog that highlights current fashion trends and provides customers with the information on where to purchase the featured products at an affordable price. SPOTLIGHT features brands that range from budget to moderate price points, such as Forever21, Nordstroms, Steve Madden, and Urban Outfitters.


DESIGN Opportunity With all the different shopping malls and stores today, it is hard to find what you are looking for without wasting an entire day looking through racks of clothing. Magazines such as Vogue and ELLE showcase trends in fashion, but the majority of clothing featured has a designer label and a high price tag. There are magazines such as People’s Style Watch, which show readers how to emulate a celebrity’s look for less, but there is no reoccurring catalog that solely focuses on current trends and where to find them at an affordable price point. SPOTLIGHT caters to a younger shopper who appreciates fashion at a low cost. Customers are given a range of products to choose from, and there is a range of price points that stay within an affordable budget. SPOTLIGHT creates accessibility, and readers are exposed to attainable yet trendy products.


P s yc h o g r a p h i c s Demog raphics ==> Age 18-24 ==> Generation Y ==> Female ==> Attending College for a Bachelor Degree ==> Works part time as a waitress ==> Makes $20,000 a year ==> Lives in San Francisco, California ==> Single with no children but dating

==> Social and Outgoing ==> Number one priority is school, but makes time to go out on weekends with friends ==> Lives on a budget but likes to dress trendy ==> Follows fashion trends closely, and finds inspiration in magazines such as Nylon, StyleWatch, Elle, and Cosmopolitan ==> She chooses to buy products made with low quality materials at a lower price rather than items made with high quality materials at a higher price ==> Favorite brands include Forever 21, Zara, H&M, Urban Outfitters, Nordstrom, American Apparel, Anthropologie, and American Eagle ==> Enjoys reading popular blogs, working out at the gym, chatting on Facebook, attending music festivals such as Outside Lands, and shopping in her free time

T a r g e t Audience


CATALOG La yout Ta b l e o f C o n t e n t s http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/2

COV E R Pa g e

SPOTLIGHT- S/S 2011 Catalog

SPOTLIGHT

Alternative ‘Valerie’ Stripe Tank $21.90 Shop.Nordstrom.com

Ralph Lauren ‘Abbot’ Shirtdress $73.00 Shop.Nordstrom.com

AHOY Matey

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Nautical Jersey Dress $55.00 Topshop.com

S P LU R G

Spring/Summer 2011

12 FALL MUST HAVE ITEMS Sailor Theme

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Top Trends

Faux Fur Leopard Vest w/ Belt $29.80 Forever21.com

12 FALL MUST HAVE ITEMS Knits

Troopa Boot $95.00 SteveMadden.com Ripp $150.00 SteveMadden.com

Hinge Waffle Knit Cardigan $78.00 Shop.Nordstrom.com Linderr Boot $189.00 LuLus.com Wonderful $129.00 SteveMadden.com

FULL TILT Button Back Elizabeth & J ‘Kennedy’ Sweater Womens Shirt $225.00 $20.00 Shop.Nordstrom.com Tillys.com Isolate Ankle Boot $159.00 SteveMadden.com Annton $130.00 SteveMadden.com

C H UPage N K 4Y K n i t s

G.I. JanePEEP TOES Trouvé Motorcycle Jacket $140.00 Shop.Nordstrom.com AE Military Jacket $48.00 Ae.com

Peep Toe Heels

Miss Sixty Motorcycle Jacket $80.00 Shop.Nordstrom.com Spiewak McElroy Parka $174.00 Piperlime.com

Aerie Fairisle Cardi $69.50 Ae.com

Troopa Boot $95.00 Shop.Nordstrom.com Wanted Bridge Boot 89.00 LuLus.com

Chino Cargo Jacket $37.80 Forever21.com

“Hadley” Anorak with Raccoon Fur Trim Hood $595.00 Bloomingdales.com

Flannel

Sanctuary ‘Frost’ Faux Fleece Lined Twill Parka $198.00 Shop.Nordstrom.com

Madden Girl Kernal Bootie $25.00 DSW.com Jeffrey Campbell Army Boots $194.00 LuLus.com

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Fab Faux Leather Jacket $24.50 Forever21.com

Trouvé Hooded Canvas Parka $108.00 Shop.Nordstrom.com

BDG Boyfriend Flannel Shirt $38.00 UrbanOutfitters.com

Fur

June Washed Leather Jacket with Linderr BootFur Collar Genuine Rabbit $189.00 $398.00 LuLus.com Shop.Nordstrom.com ‘Venice’ Stripe Racerback Tank $29.90 Shop.Nordstrom.com

Troopa Boot $95.00 SteveMadden.com

SP LU RG

Calvin Klein Sweatshirt $70.00 Shop.Nordstrom.com

Shawl Sweater Cardigan $29.80 Forever21.com Unisex Flannel Long Sleeve Button-Up Shirt $58.00 Shawl Collar Tux Jacket Troopa Boot AmericanApparel.com $100.00 $95.00 Express.comww SteveMadden.com BCBG Paris Ryder Oxford $69.95 DSW.com Jeffrey Campbell Chaplin Boot $210.00 LuLus.com

Linderr Boot Ashland$189.00 Vest by BB Dakota $77.00 LuLus.com Lulus.com

Plaid Boyfriend Shirt $55.00 Gap.com

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Isolate Ankle Boot Collection$159.00 XIIX Faux Fur Short Jeffrey Campbell Army Boots Jacket SteveMadden.com $194.00 $78.00 LuLus.com Shop.Nordstrom.com

Blazers

SP LU RG

Plaid Corduroy Shirt $22.90 Forever21.com Rag & Bone Cotton Dinner Jacket Isolate$250.00 Ankle Boot $159.00 Shop.Nordstrom.com SteveMadden.com

Boots G.I. Jane THEMilitary BLAZER

Wanted Bridge Boot Shrunken Ruch Sleeve Blazer 89.00 $100.00 LuLus.com Topshop.com

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SP LU RG

Biker Inspired Jacket $32.80 Forever21.com

Wanted Bridge Boot $89.00 LuLus.com

BB Dakota Fur Vest Jeffrey Campbell Chaplin Boot $87.00 $210.00 Lulus.com LuLus.com

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G.I. Jane Plaid Chiffon Oversized Button-Up Shirt $58.00 Jacket Shawl Collar Career Linderr Boot AmericanApparel.com $32.80 $189.00 Forever21.com LuLus.com

Faux Fur Vest w/ Bow Belt Isolate Ankle Boot $24.80 $159.00 Forever21.com SteveMadden.com

G.I.FUR Jane Page 8

Flannel Shirts

M O TPage O J5 a c k e t s

AE Anorak $60.00 Ae.com

Shawl Sweater Cardigan $24.80 Forever21.com

Parka Jackets Parka

Oversized Stripped Tee $40.00 Topshop.com

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Kensie Tissue Knit Sweater $68.00 Shop.Nordstrom.com

Moto Jacket

wStripe Asymmetric Cardigan $38.00 Shop.Nordstrom.com

Jeffrey Campbell Army Boots $194.00 LuLus.com

Jeffrey Army Boots PuppyCampbell Tooth Jersey Jacket $194.00 $100.00 LuLus.com Topshop.com

Jeffrey Campbell Chaplin Boot $210.00 LuLus.com

Jeffrey Campbell Chaplin Boot Shawl Collar Tux Jacket $210.00 $100.00 LuLus.com Topshop.com

A d ve r t i s m e n t s http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/3

SPOTLIGHT- S/S 2011 Catalog

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Spring/Summer 2011


http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/4

SPOTLIGHT- S/S 2011 Catalog

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12 FALL MUST HAVE ITEMS Kensie Tissue Knit Sweater $68.00 Shop.Nordstrom.com

Hinge Waffle Knit Cardigan $78.00 Shop.Nordstrom.com

Elizabeth & J ‘Kennedy’ Sweater $225.00 Shop.Nordstrom.com

CHUNKY Knits

Shawl Sweater Cardigan $24.80 Forever21.com

Aerie Fairisle Cardi $69.50 Ae.com

Trouvé Motorcycle Jacket $140.00 Shop.Nordstrom.com

Miss Sixty Motorcycle Jacket $80.00 Shop.Nordstrom.com

Calvin Klein Sweatshirt $70.00 Shop.Nordstrom.com

MOTO Jackets

Shawl Sweater Cardigan $29.80 Forever21.com

Chino Cargo Jacket $37.80 Forever21.com

Fab Faux Leather Jacket $24.50 Forever21.com

TOP

Biker Inspired Jacket $32.80 Forever21.com

TRENDS http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/5

SPOTLIGHT- S/S 2011 Catalog

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Troopa Boot $95.00 SteveMadden.com Ripp $150.00 SteveMadden.com

Linderr Boot $189.00 LuLus.com Wonderful $129.00 SteveMadden.com

G.I. JanePEEP TOES

Troopa Boot $95.00 Shop.Nordstrom.com Wanted Bridge Boot 89.00 LuLus.com

Madden Girl Kernal Bootie $25.00 DSW.com Jeffrey Campbell Army Boots $194.00 LuLus.com

Isolate Ankle Boot $159.00 SteveMadden.com Annton $130.00 SteveMadden.com

SPLURG

BCBG Paris Ryder Oxford $69.95 DSW.com Jeffrey Campbell Chaplin Boot $210.00 LuLus.com


http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/6

SPOTLIGHT- S/S 2011 Catalog

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AE Military Jacket $48.00 Ae.com

AE Anorak $60.00 Ae.com

Spiewak McElroy Parka $174.00 Piperlime.com

Parka Jackets

“Hadley” Anorak with Raccoon Fur Trim Hood $595.00 Bloomingdales.com

Sanctuary ‘Frost’ Faux Fleece Lined Twill Parka $198.00 Shop.Nordstrom.com

Trouvé Hooded Canvas Parka $108.00 Shop.Nordstrom.com

http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/8

SPOTLIGHT- S/S 2011 Catalog

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http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/7

SPOTLIGHT- S/S 2011 Catalog

FULL TILT Button Back Womens Shirt $20.00 Tillys.com

BDG Boyfriend Flannel Shirt $38.00 UrbanOutfitters.com

Plaid Boyfriend Shirt $55.00 Gap.com

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Flannel Shirts

Unisex Flannel Long Sleeve Button-Up Shirt $58.00 AmericanApparel.com

Plaid Chiffon Oversized Button-Up Shirt $58.00 AmericanApparel.com

Alternative ‘Valerie’ Stripe Tank $21.90 Shop.Nordstrom.com

Plaid Corduroy Shirt $22.90 Forever21.com

Nautical Jersey Dress $55.00 Topshop.com

Ralph Lauren ‘Abbot’ Shirtdress $73.00 Shop.Nordstrom.com

AHOY Matey

POPULAR

THEME

wStripe Asymmetric Cardigan $38.00 Shop.Nordstrom.com

Oversized Stripped Tee $40.00 Topshop.com

‘Venice’ Stripe Racerback Tank $29.90 Shop.Nordstrom.com


http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/9

SPOTLIGHT- S/S 2011 Catalog

9

SPLURG

65

Faux Fur Leopard Vest w/ Belt $29.80 Forever21.com

June Washed Leather Jacket with Linderr BootFur Collar Genuine Rabbit $189.00 $398.00 LuLus.com Shop.Nordstrom.com

Faux FurAnkle Vest w/ Bow Belt Isolate Boot $24.80 $159.00 Forever21.com SteveMadden.com

G.I.FUR Jane

Ashland Vest by BB Dakota $77.00 Lulus.com

Collection XIIX Faux Fur Short Jeffrey Campbell Army Boots Jacket $194.00 $78.00 LuLus.com Shop.Nordstrom.com

Shawl Collar Tux Jacket Troopa Boot $100.00 $95.00 Express.comww SteveMadden.com

Shawl Collar Career Jacket Linderr Boot $32.80 $189.00 Forever21.com LuLus.com

Rag & Bone Cotton Dinner Jacket Isolate$250.00 Ankle Boot $159.00 Shop.Nordstrom.com SteveMadden.com

G.I. Jane THE BLAZER

SPLURG

BB Dakota Fur Vest Jeffrey Campbell Chaplin Boot $87.00 $210.00 Lulus.com LuLus.com

AFFORDABLE ST Y LES

Wanted Bridge Boot Shrunken Ruch Sleeve Blazer 89.00 $100.00 LuLus.com Topshop.com

Jeffrey Army Boots PuppyCampbell Tooth Jersey Jacket $194.00 $100.00 LuLus.com Topshop.com

Jeffrey Campbell Chaplin Shawl Collar Tux JacketBoot $210.00 $100.00 LuLus.com Topshop.com

http://www.SPOTLIGHT.com/springsummer/2011-issue/pages/10

SPOTLIGHT- S/S 2011 Catalog

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Troopa Boot $95.00 SteveMadden.com

Linderr Boot $189.00 LuLus.com

Isolate Ankle Boot $159.00 SteveMadden.com

G.I. Jane SPLURG

Wanted Bridge Boot $89.00 LuLus.com

Jeffrey Campbell Army Boots $194.00 LuLus.com

Jeffrey Campbell Chaplin Boot $210.00 LuLus.com


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