Kate Schriver Fashion Merchandising and Design Portfolio
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”
Creative Research Trend Forecasting and Moodboards
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Rustic Refinement Color way
Coffee and Chocolate
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The New Naturals Color way
White On White
Styling Selection and Assembly
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Design Concept and Construction
“Calypso” Collection Summer/Resort 2014 Color and Pattern Inspiration
“Calypso” Collection Summer/Resort 2014 Color and Pattern Inspiration
Visual Merchandising Project: “Street Art” I created a concept for a display window and along with my classmates was able to recreate my ideas.
The Emergence and Popularity of Urban Street Fashion
To demonstrate Fashion as an art form
Particularly through Urban Styles
And it’s connection to Street Art
Business Concept and Marketing Sales, Promotion, and Marketing
Project : “Bonlook” Product Development and Marketing I designed a series of eyeglasses for the online company Bonlook. To market this series I developed a media package and promotional event.
TABLE OF CONTENTS Media Package 1. DESCRIPTION AND HISTORY OF PRODUCT 2. TARGET MARKET DESCRIPTION 3. PRODUCT DEMOGRAPHICS 4. SPONSORSHIP PROPOSAL 5. SPECIAL EVENT CHECKLIST 6. EVENT BUDGET SHEET 7. PRODUCT HISTOEY 8. BROCHURE 9. EDITORIAL 10. EVENT INVITATION 11. BRAND RECONITION
DESCRIPTION AND HISTORY OF THE PRODUCT
BonLook launched in 2010 as an exclusive online destination for stylish and affordable eyewear. The company was founded by two women, Sophia and Melanie, who were determined to offer stylish, high quality, and affordable eyewear. We have had the truly remarkable experience of working with a handful of designers, including Kate Schriver the creative mind behind our latest “Kate” series. Growing up with a love for all things vintage it was only right that Kate design a line with retro influences. Pulling from the 40s, 50s, and 60s, this collection combines clean lines and playful shapes creating signature details throughout the series. Schriver designed three styles of glasses for the BonLook website, each reflecting a part of her own personality: The bartender, the bookworm, and the starlet. These styles come to life again with Schriver’s Kate series. She has added a modern refinement to each style making it contemporary enough to wear today but still reflecting retro influence.
TARGET MARKET DESCRIPTION/PRODUCT DEMOGRAPHICS
Bonlook’s Kate series is available to women of all ages but is designed with a focus on the 18 to 34
age range. The stylish shapes and interesting details of these glasses make them more appealing to women who are looking to be in trend. These consumers are also more likely to spend the money on multiple pairs to suit their mood or look for the day. Since Bonlook is widely known for offering stylish eyewear at an affordable price the Kate series is available to a large range of consumer incomes. The majority of women who would want to wear these glasses are young professionals who are conscious of their appearance within and outside of the workplace. They like to express their individuality through their personal style. As an online retailor, Bonlook is available 24/7 to a variety of customers. We are able to ship internationally which makes our product available worldwide.
SPONSORSHIP PROPOSAL 12/1/2012 Bonlook 1111 State Street New York, New York
Dear Sponsor Contact, I am contacting you regarding a unique sponsorship opportunity for your company. On March 1st 2013, Bonlook exceptional eyewear of New York will host a collection launch event featuring stylish and affordable eyewear designed by well-known designer Kate Schriver. The event will draw an affluent audience – average household income will be $130,000. Some 30 percent of the attendees are expected to purchase products from the event. The event will take place at the Museum of Modern art in New York. We invite your company to be an exclusive representative at our event. In addition to being listed on all advertising and press as a sponsor of the event, you will have the opportunity to host a booth at the event to display your products. We hope to have the opportunity to share our full presentation of sponsorship benefits with you in the near future. I will contact you on January 5th 2013 to determine if a meeting is warranted. In the meantime, please do not hesitate to contact me at 555-555-5555 or by email firstname.lastname@example.org with any questions. Sincerely, Sara Hayes, Bonlook representative
SPECIAL EVENT CHECKLIST Organization: Bonlook exceptional eyewear Contact Information: 555-555-5555
□ Title of your event: Kate Series Spring 2013 Collection Launch □ Date of your event: March 1st 7:30 pm o Event theme: Vintage picnic □ Facility/space you are requesting: The NYC Museum of Modern art □ Potential Number of people who will participate: 250 max □ Plans to limit attendance to target audience (crowd control): Guest list/Security □ Insurance (if needed): Yes on rented equipment □ Admission fees for event: None □ Stage, Tent, or Awning: Small tent outside entrance for greeters/guest list* □ Type of entertainment: Live “big band” music and a DJ* □ Food: o Catering Agreements: Yes, o Menu/ Food Type: Heavy appetizers, cute desserts and specialty drinks*
□ Noise Levels: Museum shuts music off at 11 (Continued on next page)
□ Tables/Chairs/Decorations: o How many/type: White folding chairs and round tables. 200 chairs, 20 tables (ten chairs at each table) o Decorations: Flower bouquets for every table, two for the serving tables, two for the outside tent, white table cloths, red gingham bows for the chairs, gold plastic utensils, blue floral paper plates o Lighting Requirements: Museum lighting, floating candles for tables, outside entrance light up “pillars” □ Power Requirements: 8 extension cords □ Restroom Facilities: Museum restroom □ Parking Requirements: Valet parking, museum parking lot □ Custodial Needs: Waiters/Waitresses (also product models) 10, three car parkers, two greeters o Garbage cans: Yes, large 8 □ Delivery vehicles/access: Back entrance □ Small outside tent for greeters/ Guest check in o Small white tent o Small folding table o White table cloth o Spring flower bouquets (2) o A welcome chalkboard sign o Two employees (also product models)
□ Menu/food type o o o o o o o
Heavy appetizers Quiche (vegetarian) Chicken and pork bbq sliders Various salads Veggie and dip plate Cheese and fruit plate Cute desserts -3 full sized cakes each with the glasses printed on the top. Three different flavors - Powdered, sugared, and chocolate mini doughnuts - Fruit tartlets
o Non-alcoholic: drinks: water, soda, infused teas (mint berry, citrus, lavender cherry, etc.) o Alcoholic: champagne bar (add ins include strawberry lemonade, juices, infused syrups, fruits, herbs, etc.)
SITE Room and hall fees
EVENT BUDGET SHEET
Site staff (Waiters, valet, greeters)
Equipment (and band)
Tables and chairs
($_215 / tables $730 / chairs_)
PUBLICITY total: $475 Artist or photographer ($_475_) DECORATIONS
Large chalkboard stand
Gift Bags 8,341
For preliminary budgets, add 20%
Kate For Bonlook
Pick your favorite.
B o n L o o k i s t h e o n l i n e d e s t i n a t i o n f o r s t y l i s h a n d a f f o r d a b l e e y e w e a r . B o n L o o k f i r s t l a u n c h e d i n 2 0 1 0 a n d s i n c e t h e n h a s h a d t h e p l e a s u r e o f w o r k i n g w i t h m a n y t a l e n t e d d e s i g n e r s . W e h a v e h a d t h e t r u l y r e m a r k a b l e e x p e r i e n c e o f w o r k i n g w i t h K a t e S c h r i v e r , t h e c r e a t i v e m i n d b e h i n d o u r K A T E S E R I E S f o r S p r i n g 2 0 1 3 . W i t h a l o v e f o r a l l t h i n g s v i n t a g e , i t w a s o n l y r i g h t t h a t K a t e d e s i g n a c o l l e c t i o n w i t h r e t r o i n f l u e n c e s . W h e t h e r y o u ’ r e a B a r t e n d e r , a B o o k w o r m , o r a S t a r l e t , t h e K A T E S E R I E S h a s a p a i r f o r y o u . P i c k y o u r f a v o r i t e . w w w . b o n l o o k . c o m / K A T E
Bonlook… Drink the Koolaid. THE
T h e B a r t e n d e r
Release your inner ‘Mad Men’ (or woman, of course) with The Bartender eyeglasses in black. These unique rectangular frames display a stylish ‘60s vibe.
T h e B o o k w o r m
T h e S t a r l e t
Your confidence and sophistication leaves them all in awe. Not only can you handle it all, but you handle it with such panache! The Bookworm is available in black or tortoise.
Fiercely feminine and flirtatiously fun! These ladylike cat eye frames strike the perfect balance between style and function. You can wear these gorgeous glasses in black, purple and tempting tortoise.
“I stay true to my style, and myself and I am always pushing myself to be aware of that and be original.”
-‐ Kate Schriver
August 2013, New York- On any given day, New York designer Kate Schriver can be seen A.) At her favorite corner coffee shop sipping a soy latte or B.) Working diligently in her studio on 6th Avenue in the heart of the fashion district. She considers herself lucky,
“ I grew up in east Tennessee dreaming of where I am
today, but at that time I never really believed it could happen to August 18, me.” “I have been shopping with Bonlook for years! They always have the cutest styles of glasses; a great place to pick up
just released her new collection of designer eye ware for Bonlook
everyday classics as well as special occasion eyewear. I was
who specializes in chic and affordable glasses.
so thrilled when they were interested in a collaboration.”
Bonlook has been a leading online eyewear company since their
Kate has added her own touch to BonLook’s designer series
launch in 2010. Started by two friends with a dream, BonLook is
by pulling from the 40s, 50s, and 60s. This collection
able to offer exclusive styles and affordable prices to customers
combines clean lines and playful shapes creating signature
around the globe.
details throughout the series. “I have always been highly
One of the unique features of BonLook is their yearly collaboration with prominent U.A. based designers. Their aim is to create fresh and innovative styles for the newest BonLook collections.
Now, with 20 years in the fashion business under her belt she has
influenced by past eras. Growing up, my mother would often take me vintage shopping with her. I believe that’s where my love for older styles originated.”
Schriver designed three styles of glasses for the BonLook website, each reflecting a part of her own personality: The bartender, the bookworm, and the starlet. “People’s moods change from day to day. Sometimes we can be more reserved and other days we want to be the center of attention. Our clothing and accessories reflect that. I wanted to create a line that can fit a person’s changing dispositions.” Each pair of glasses within Bonlook’s Kate series contains the essence of a specific era. The cat eye “starlet” channels the ferocity yet innocence of the Hollywood bombshell, like Marilyn Monroe or Bridget Bardot. The “Bookworm’s” rounded frames are specific to the rebellious artists of the 1960s, and the “bartender” can be seen on cool and tailored figures like Buddy Holly in the 1940s. All of these styles come to life again with Schriver’s Kate series. She has added a modern refinement to each style making it contemporary enough to wear today but still reflecting that retro influence. The versatility of modern style and retro influences will keep these glasses in everyone’s wardrobe. I would suggest picking out a pair today. They can be found at www.bonlook.com.
“Create your own style… let it be unique for yourself and yet identifiable for others.” -‐ Kate Schriver
Bonlook Kate Schriver’s Spring 2013 Collection Launch
You’re Invited As we celebrate our newest designer series, “KATE” by Kate Schriver
Seven thirty in the evening March 1st, 2013
The Museum of Modern Art 1111 Art Street
New York City, NY 10011
Pick Your Favorite At
Project: “Feathers and Foxes” Store imagining and Business Concepts I created my own business along with three business objectives that would help market my brand. Each of these concepts was broken down into possible outcomes, strategies, and tactics.
Feathers and Foxes A
T H O U G H T F U L LY
C U R AT E D
L I F E S T Y L E
S T O R E T H AT S P E C I A L I Z E S I N
S T Y L I S H
A N D
H A N D M A D E
A R T E S I A N
Business Summery Location: The Old City Knoxville, Tn ¡ Why? ÷
Large amount of local and tourist foot traffic
Many small local businesses
Geared towards offering unique goods and showcasing local artistry
Number of bars, coffee shops, and restaurants in this area.
Business Summery Products ¡ What we sell
Hand crafted jewelry ÷ Earthenware dishes, mugs and household items ÷ Woven tapestries and area rugs ÷ Screen printed shirts, posters, and cards ÷ Organic soaps and body products ÷ Hand poured candles ÷ Small furniture and decorative items ÷
$45-‐$300 wovens/ $65-‐$2000 area rugs
Objectives Grow network through e-‐mail subscribers and
social media followers to at least 500. Emerge as a market leader, Knoxville trendsetter,
and “first-‐to-‐know” business. Grow business to $100 average per sale with 30
sales per day.
Objectives Grow network through e-‐mail subscribers and social media
followers to at least 500. ¡ Outcome: subscribers will be updated on shop activities &
rewarded with special promotions thus generating more shop revenue. ÷
Strategy: Inform current customers of e-‐mail and social media outlets in store and through print media. ¢ ¢
Strategy: Offer special promotions to e-‐mail and social media followers ¢ ¢
Tactic: In store postcards for shopping bags Tactic: postcards in other surrounding shops/old city events
Tactic: Special 10% off for subscribing via e-‐mail. Tactic: one day only sales promoted through facebook
Objectives Emerge as a market leader, Knoxville trendsetter, and “first-‐to-‐
know” business. ¡ Outcome: being recognized, as a community leader will build
customer loyalty and a respected opinion on the latest trends. ÷
Strategy: Be featured in local publications both print and online ¢
Tactic: reach out to local bloggers/writers
Tactic: Host an event at the shop/popup shop
Strategy: Stay informed on the latest trends/ products available. ¢
Tactic: subscribe to blogs that feature similar products
Tactic: dedicate 2 hrs. a weeks to researching trends and artists
Objectives Grow business to $100 average per sale with 30 sales per day. ¡ a. Outcome: Shop revenue will increase and allow for the
purchase of more specialized merchandise. ÷
Strategy: Get customers to purchase add ons at register ¢
Tactic: create cute displays with small inexpensive items
Tactic: Have add on promotions (B1G1 ½)
Strategy: Advertise and promote shop/expand customer base ¢
Tactic: Pay for small slots in local publications
Tactic: pop up shops outside of the downtown area.
Contact 865-‐567-‐0339 email@example.com Blog: southerngirlstyleblog.blogspot.com
Published on May 20, 2014