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Jennifer Perkins | Fundamentals of Fashion Design | Professor Virginia Heaven FinalAssignment – Promoting/ Visually Merchandising a Collection (FB)


History & influence • The Victorian Era was strongly influence by - industrial developments - theatrical performance - modesty, sexual restraint - major inventions such as; the camera - Music


History & influence Romani Culture was influenced by; - Indian and European social norms - Strong senuality - Creative Art Forms - Folklore, storytelling - Mythical appreciation - Music


torrid Presents: romani emPire • Torrid Plus Size Fashions will introduce; Romani emPire a fashion line dedicated to musical influence , and cotemporary fashion trends.


Why Torrid? • Torrid’s headquarters sits on the coast of South Beach ,CA, giving their Creative Executives ample access and insight to fashion development and trend-setters. • Their location provides the exclusive edge needed in order to structure a new, bohemian-inspired label. • Product Extension: Torrid would be the first plus-size retailer to adapt and launch a new label such as ‘RomaniEmpire’ in over a decade.


customer Profile overview Name : Kaela Williams Occupation: A/ R Music Representative, Talent Management Executive Age:28 Size: 18/20 Location : Pasadena, CA. Interests: song- writing, vocal performance, musical performance


romani emPire ‌ Romani Empire is to be featured at Torrid Plus Size clothing companies beginning Spring 2013. The objective of the company is to; 1. Enhance and Increase: - Product Line - Broaden Current Demographics - Modify Torrid’s current Marketing Objective - Gain Exposure w/ Social Media


Who is Romani Empire Created for? • Romani Empire is a creation for the modern plus-size woman in search of lifestyle merchandise, and contemporary branding. • Romani Empire is a unique brand by Torrid which can transition from night-to day, and day-to night.


Product and develoPment

romani emPire by Torrid is to be launched in Spring ‘13 as a new product line for the company. Featuring details of both Victorian and Gypsy ethnographic clothing.


marketing objective Torrid plans to capitalize on expanding their product line by appealing to more diverse demographics including ; -Age - Interests - Occupation - Geographic Location - Psychographics


marketing objective continued…

• romani emPire is to launch in correlation with Coachella. A spring festival/concert which takes place on the West coast annually. • Various fashions, styles, and trends develop from Coachella which will implicate Torrid’s 2013 product line.


marketing camPaign • The Marketing Campaign for Romani Empire by Victorian Gypsy is to include; • Print Publications (catalogs) • Digital Media via; – Satellite radio – Apple Applications

• Advertising – Bill boards – Transit stops/stations – Airports o Social Media: Web Campaigns o Email Blasts o Sales + Promotions o Exclusive web-only invites


marketing camPaign exemPlars :romani emPire


marketing camPaign exemPlars: romani emPire


marketing camPaign exemPlars: romani emPire


marketing camPaign exemPlars: romani emPire


marketing camPaign exemPlars: romani emPire


marketing camPaign exemPlars: romani emPire


ad Placement romani emPire


comPany strategy By expanding both demographic markets, and product lines Torrid plans to introduce the Romani Gypsy label into their existing product assortment. By utilizing quality selections of textiles, and colors, Torrid plans to eventually transition their product into more sustainable plus apparel at a slightly higher price-point.


romani emPire :mission statement “ Romani Empire is more than a fashion label, it is a statement of fashion. Derived form historical content, and styles rich in trend, Romani Empire is designed with the young , fanciful and imaginative woman , in mind. Romani Empire is dedicated to artistry, heritage, tradition, and self-love�

-Jennifer Perkins , founder of Romani Empire


Product Line: Romani Empire


Product Line: Romani Empire


Product Line: Romani Empire


Product Line: Romani Empire


Product Line: Romani Empire


Product Line: Romani Empire


PRoduct line: Romani emPiRe


PRoduct line: Romani emPiRe


Color Palette: Romani Empire


Flats: Romani Empire


Promotion • In order to successfully launch ‘ Romani Empire’ Torrid will partner the product line with the annual Coachella Music Festival of 2013.


Promotion cont’d • Torrid shoppers will receive opportunities for; • Cash Prizes • Raffles • Exclusive Offers • Concert Tickets • Shopping Sprees $$$$ • Meet & Greet w/ Coachella Artists


conclusion Torrid’s new fashion line will not only enhance branding and marketing efforts, however, it is also inclined to establish new clientele. By linking the promotion of the line with the Coachella 2013 Music Festival, Torrid shoppers will be able to experience the strong connection between commercial arts; fashion and music, Victorian & gypsy – opposites alike. http://www.youtube.com/watch?v=pytBAmpPnH4

Romani Empire : Visually Merchandising an Collection  

Culture in inspires art, art inspires fashion; The Romani Empire Conquers All

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