“All life is an experiment. The more experiments you make the be8er” Ralph Waldo Emerson
• Brand Representative • Marketing Manager • Showroom Director • Account Executive • Fashion Buyer • Special Event Coordinator
CONTENTS MARKETING COMMUNICATIONS INTERNATIONAL RETAILING : STRATEGIC MARKETING PLAN RETAIL MARKETING : PROMTIONAL CAMPAIGN PUBLIC RELATIONS: PRESS KIT FASHION SHOW PRODUCTION: PRODUCTION PLAN BUSINESS POLICY: STRATEGIC ANALYSIS
CREATIVE FASHION PRESENTATION VISUAL MERCHANDISING : PERFUME BRANDING VISUAL MERCAHNDSING : WINDOW DISPLAY
FASHION BUYING & MERCHANDISING FASHION TRENDS : FORECASTING BOOK FALL 2010 FASHION BUYING : CREATIVE BUSINESS PLAN PRODUCT DEVELOPMENT : BEST SELLER
"If you don't see yourself as a winner, then you cannot perform as a winner."
Hermes into India
Selected India to expand an existing company. Analyzed retail landscape and devised a strategic plan to enter the foreign market.
Skills: Strategic planning, industry knowledge, market research, layout design, and time management. Â
Brand Analysis Financial Statements
Net Income in Millions of Euros 300 250 200 150
Net Income in Millions of Euros
Revenues by Sector 7%
Leather Goods Silk & TexJles
Clothing & Accessories Perfumes Watches Tableware
Brand Analysis Advertising Strategy
“We don’t deal with celebrities, we are who we are…, it’s the quality of life you have with the object(Patrick Thomas).” Celebrities are not used for advertising. Low profile, that generates their own press. ex. Kelly Bag, Jacqui O’s Bag, and Martha Steward. Magazine Editorials Magazine Ads Fashion Shows Famous Icons Newsletter
Why India? Retailing Industry
Retailing Industry- Estimated to be worth $250 billion. Approx. 12 million retail outlets in India, of which two-thirds are in rural areas. Low cost of labor Limited variety of consumer goods which reduces the need to emphasize the display systems or the choices offered. Only 14 companies running department stores; two of which have hypermarkets Franchising is increasing at 14% per year. In 2005 India’s GDP Exceeded $ 800 billion and is growing at the secondfastest rat e in the world. An average of 8 percent in each of the last three years. Revenue of $36 billion came from India’s Internet technology industry The stock market in India has created twenty-three billionaires, ten of whom reached this mille stone in 2006 As of July2006, India’s total estimated population was 1.095,351,995. That makes it the second-most-populous nation in the world, and it is projected to be the most populous by 2015. Life expectancy is 64 for men and 65.5 for women. 70% of India’s population lives in rural areas. Indian farmers sell directly to the consumers without going through retail chain. Village markets called haats.
Brand Analysis Internationalization Opportunity Private Label
Private labels are promoted because they have greater profitability over branded alternatives. They have a MRP (manufacture’s recommended price) Retailers don’t have enough economic influence to negotiate lower prices. Price margins are 30-50 percent higher than branded apparel. Department stores have strong focus on private labels
Trident Galleria Located in the Trident Hotel, the Galleria hosts a variety of leading international brands.
City locate din Maharashtra India’s third largest state Maharashtra is the second most urbanized state with an urban populaJon of 42% of whole populaJon. It has a policy that consJtutes: Industry, Trade & Commerce Policy 1995 aimed at empowering people at all levels with special focus on infrastructure development with private sector parJcipaJon.
MARKETING CAMPAIGN Red Blush Vodka Analyzed current marketing practices and created a new plan designed to increase business and customer satisfaction. Developed a marketing plan that involved product awareness.
Skills : Research, analysis, creativity, industry knowledge, time management, communication, product development, design and layout.
Marketing Strategy Target Market RED BLUSH VODKA targets all of those exotic, daring and independent ladies wanting to spice up their night or day. RED BLUSH VODKA connects you to that wild soul eager to be reborn.
RED BLUSH VODKA takes pride in delivering fantasJcally ﬁne tasJng liquor made from the ﬁnest 100% natural ingredients. There’s a daring sensaJon of saJsfacJon in every sip. For a limited Jme only! Receive a surprise free gie from RED BLUSH VODKA… There’s a daring surprise sure to make you blush in every bo8le… come and ﬁnd out! RED BLUSH VODKA will be available at exclusive locaJons naJon wide February 2009 just in Jme for ValenJnes Day!
Red Blush Vodka: Our main focus is our lady consumer. Red Blush is calling the name of all those exotic lady vodka lovers! Distinguished to please your senses with invigorating fine taste and elegance.
Marketing Strategy Strategic Plan
Produced and introduced a new liquor brand. Created product awareness by posJng a blog on blogspot.com.
Red Blush Vodka Experience the exotic bold taste that awakens your inner wild.. Made from the best 100% natural ingredients that premium vodka should have Delivers quality in taste, label, and experience Things you should know about Red Blush Vodka Distilled from fine red rose petals and pomegranate and infused with a hint of ginseng to give that extra lift! Distilled six times50% proof. Distilled and bottled in Argentina
We won’t stop until we convince you that RED
BLUSH Vodka is the best! The only one in maximum level of taste and value! -“The marketing management philosophy holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do “(Armstrong & Kotler ninth edition ch.1 pg.11). Finally, Vodka that demonstrates not only fine taste and quality but authenticity, style and most importantly identity. Yes the new RED BLUSH VODKA has more than just spirit it has soul.
Marketing Strategy Competitive Advantage We take pride in the evolution of RED BLUSH Vodka and believe that it can compete with any other vodka brand in the market. Its distinguished brand with years in the making has pulled the perfect fine liquor for the perfect consumer at the perfect time. RED BLUSH Vodka has also teamed up with King888 (European Energy drink), that has invested millions of dollars in this project. http://www.king888.com/ GOAL: To service our consumer market in a way that would allow them to achieve personal confidence and pleasure as well identity. .
IDEAL BUYER MARKET: Want, high value in quality taste, and premium labeling. We want to provide our distributors with all the tools necessary to become successful resellers. Please contact our offices for more information on all programs offered. PRODUCT LINE Product line-Signature drinks, special occasion gifts and apparel. Our Goal is to expand and conquer the European market. The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do” (ch.3 Pg.67 Armstrong & Kotler.).
PRESS KIT Developed a press kit with all media essential elements including a biography, background, press release and promotional flyer.
Skills: Communications, Writing, Networking,, Organization, Planning, Time management
Press Release Contac: Laura Silva-Marketing Director Phone: (202)-265-1647 EX. 3 Email: firstname.lastname@example.org
www.nox.com For Immediate Release February 17, 2010 NOX-THE LATEST TECHNOLOGY IN WOMENS SHOES
Miami – Jack Daniels, President and CEO of NOX, announced today that the company has developed a new high-tech line of women’s running shoes. The new product will be unveiled at this year’s Shoe Market of the Americas Expo to be held in Ft. Lauderdale from March 7th through the 9th. The new shoe will be part of the NOX-FEMME active wear division. This remarkable new product not only provides, comfort and durability, this shoe has a textile lining and a cantilever memory foam insole for durable comfort. In addition, the NOX-FEMME sports the latest SHOX technology. Laura Silva, Marketing Director of the company, said, “This remarkable new technology will change the way women think about their shoes.” “We expect that the application of the technology will soon be used in all footwear.” It is commonly known that improper shoe selection can cause injury, including stiff-soled shoes that stretch the tendon, and over-worn shoes that allow the foot to pronate. NOX-FEMME delivers superior insoles that supports the arch and reduces tension on the tendon. It molds and contours to the foot, cradling the heel and toes. Beneath the silky cushion is a layer of EVA foam, which guarantees strength and support as well. This is different to the gel insoles, which are rigid and resist the foot at the contours. The EVA foam however responds to the unique curves and pressures of the soles. Memory foam was developed originally by NASA's + to improve the safety of aircraft cushions but its most common domestic uses are in mattresses, pillows, and mattress toppers. In recent years memory foam has been incorporated into the manufacturing of the orthopedic shoe. However many are not so enticed to buy and wear these products because they are not as fashionable. NOX-FEMME offers just that, fashionable and extremely comfortable running shoes.
Backgrounder NOX company background Eric Daniels and his son Michael Daniels, an engineering graduate from Stanford, developed active wear designs that revolutionized the industry. The fatherand-son team created designs such as the widely-imitated cantilever sole for active shoes. The cantilever sole of a shoe is the construction especially designed for certain shoes including walking shoes, comprising a sole having a midsole and two substantially U-shaped outer sole sections. The unique shoe sole construction could also be used for running shoes or other athletic shoes. This great innovation was the leading contribution in making NOX brands an industry leader. The company is also known for other performance technologies built into their shoes, such as the ARC Anatomical Rebound Cradle (comprehensive foot cushioning and arch support), and NOX Memory Foam technology. NOX was founded by Erick Daniels in 1976. The company has since then been dedicated to provide active wear innovation and technology. NOX was also known as a leading brand in the 80s for its line of men’s walking and basketball clothing, as well as men's shoes. Among those who wore NOX were Scottie Pippen, John Stockton, and Clyde Drexler. In 2002 NOX officially incorporated the women’s active wear division with one thing in mind “Real Clothes for Real People”. This new active wear line was designed exclusively to fit the active biomechanics of active women. The design for the brand was created by designer Michael Michalsky and Elena Zans who teamed up to create the perfect fit- narrower in the heel and wide in the forefoot for unsurpassed confort and athletic performance. In 2005, NOX became the exclusive footwear and apparel sponsor at the second annual MORE Marathon in New York City, and joined with MORE Magazines to encourage women across the country to perform in this women's only endurance run. The energy was amazing and so were the women. NOX also supports fitness industry professionals through the N.I.T.A program (NOX Instructor and Trainer Alliance), and alliances with various fitness groups like Melpomene and Jazzercise. NOX’s support of women's fitness community is deeply rooted in the collective belief that a woman's participation in a fitness program builds and strengthens her self-esteem and confidence. NOX, like other sports brands is believed to engender high consumer brand loyalty. From a marketing‘s stand point, NOX more than a brand is known as community. NOX, ever the innovator, has found a new way to build brand loyalty. It has created the web site, NOXmore.com that connects runners around the world. This web site tracks a runner’s data and allows a runner to join with other runners all over the world to improve their times. To make this online group work easily, the company developed a $29 Sport Kit sensor that, when synched with an iPod or Nano, calculates the runner’s speed, mileage and calories burned and provides a method to upload that data to NOXmore.com. The company has sold over a million NOX more iPod Sport Kits. Runners have used the web site to create groups where members challenge each other to improve their times and distances. In 2006, NOX accounted for 48% of all running shoe sales in the U.S. By 2008, its share was up to 61%. At least some of that must be due to the social networking site.
Program Trade Show Program Schedule Sunday, March 7 11:30am -‐ 12:30pm
Catered Lunch Provided by NOX at the Hilton Fort Lauderdale Marina 1881 Southeast 17th Street Fort Lauderdale, FL 33316 -‐ (954) 463-‐4090
1:00pm -‐ 2:00pm
NOX meet and greet Deena Kastor-‐Olimpic Medalist and American Record Holder
2:00pm -‐ 5:00pm
Trade Show including THESHOWSTAGE, Technology Seminars and PresentaJon Pavilions
Monday, March 8 8:30am -‐ 9:00am
11:30am -‐ 12:00pm
12:00am -‐ 1:00pm
Catered Lunch Provided by NOX at the Hilton Fort Lauderdale Marina 1881 Southeast 17th Street Fort Lauderdale, FL 33316 -‐ (954) 463-‐4090
2:00pm -‐ 3:30pm
Special appearance Designer Michael Michalsky
4:00pm -‐ 4:30pm
5:30pm -‐ 6:300pm
Special Guest Dinner at China Grill-‐ Tickets required
Tuesday, March 9 9:30am -‐ 10:15am
EducaJonal / Product Seminars
10:30am -‐ 12:30pm
1:30pm -‐ 2:30pm
5:00pm -‐ 7:00pm
Happy Hour complementary cocktails at China Grill Fort Lauderdale-‐ InvitaJon only.
FASHION SHOW PRODUCTION
SPECIAL EVENT PLAN
Organized, planned, and developed a department store charity fashion show
Skills: Time management, Team work, Critical thinking, Set design, Aesthetics
Venue South Beach Delano Hotel 1685 Collins Avenue Miami Beach, FL 33139.
Catwalk Area: 7,000 Square Feet 650 Square Meters Ceiling Height: The Stars Capacity: 120 Banquet Style 225 RecepJon Style Pool and Beach Bar Combined 525 RecepJon Style
Press Release LANVIN For Release: February 16, 2010 2629 Marina Bay Dr. Miami FL 33132 Contact: Store Manager-‐ Shira OrJz 305-‐580-‐6947 sorJz@lavineparis.com www.lavineparis.com LANVIN Private Annual Fashion Show Miami-‐ Store Manager, Shira OrJz announced today the opening of a LANVINE bouJque store that will be located at Bal Harbour Shops in Miami. To celebrate its grand opening LANVINE will hold a Fashion Show at the South Beach Delano Hotel located at, 1685 Collins Avenue Miami Beach, FL 33139. The fashion show will be held on March, 27 2010. The recepJon will be at 7PM and the show will begin at 8PM. The fashion show will be presenJng the women’s 2010 Spring/ Summer collecJons. This will be a very private and exclusive event with invitaJon only that will bring in some of Miami’s elite like, Jennifer Lopez and Ann Kournikova. This year the collecJon will focus on the latest trends of the season, with its ready-‐to-‐wear , “HIGH TENSION” collecJon. LANVIN will be showing a lot of drapery, pleated jumpsuits in polyester ("like collapsing fabric," Albert Elbaz, designer said); colors such as a variety of pink, salmon, peach, and vermilion; a dash of extraordinary ﬁne leather (an unforge8able carnaJon red dress); and a buildup of encrusted gold sequins and jewelry. Other season colors will also focus on the reds, blacks, faded summer saJn and natural colors that accentuate natural beauty. Liqueur colors are also prominent in LANVIN’s collecJon this season. These include, absinthe green, deep-‐sea blue, volcanic gray, Crepe de Chinese organza merged together; delicate sJtches that sculpt the body will be in the bodice of many of the dresses. The fashion show will also present black quilted stretch fabric dresses underlined by saJn ribbon. Asymmetrical draperies like petals that unfold over the arm are among the many unique details that will be seen this season. Also included are wraps with embroidery and unique suits with impeccable tailoring. The regal neck line with baroque stones of precious stones is some of the pure intense emoJonal detailing. “Its not about design, it’s about feelings” states Albert Elbaz, designer of LANVIN. The accessory line will bring the sophisJcated taste of LANVIN. The combinaJon of graphic and femininity with industrial details adorned of precious stones and crystals. There will also be an emphasis on the geometric minimalisJc sJtching for the Miki bags. This season pumps will have a feJsh aura with a slight plarorm and sharp straight heels and jewelry chain straps. Materials include calfskin, goatskin and saJn. Sandals are made with leather or python skin, and embellished with golden chains. Finally the jewelry collecJon will be a mix of jewels with a range of inﬂuences. -‐End-‐
Program Timeline Delano Hotel, South Beach Spring/Summer 2010 Â
S T R AT E G I C A N A LY S I S
Worked with a group of students to select a well known company and analyze it’s strengths, weaknesses and potential threats in the marketplace.
Skills: Computer layouts, chart development, analysis, research, time management, and organization skills.
POTENTIAL THREATS Current rivalry among existing firms
Bargaining power of sellers
Bargaining power of buyers
THREAT OF SUBSTITUTE PRODUCTS
Current rivalry among existing firms
POSITIONING Positioning against main competitors These charts are an illustration of the three main attributes associated with Hermes; exclusivity, status, and quality. They are a measurement of Hermes standing against their competitors in the aforementioned areas. In chart 1 Hermes is at the top corner because of the price range of its products and its extreme exclusivity. Chart 2 demonstrated the position and wealth owning a Hermes product represents. Chart 3 shows the timelessness of Hermes products, classics that can be passed throughout generations.
Disposable income & consumer spending Measurements of disposable and discretionary income as well as consumer spending are key factors to take into consideration when analyzing opportunities and threats for Hermes. In times like these, where there is constant change, it is crucial to monitor these factors in order to conclude predicted estimates of sales and coordinate production. It is essential to recognize the clear relationship between consumer spending and sales.
Business Model & Vision
C R E AT I V E FA S H I O N presentation
“ImaginaJon is the beginning of creaJon. You imagine what you desire, you will what you imagine and at last you create what you will”. George Bernard Shaw
CREATIVE FASHION PRESENTATION
PERFUMEBRANDING BON BON
Created a perfume brand, ad image, and visual display for new fragrance. Utilized marketing strategies to promote to a target customer.
Skills: Research, design and layout, visual perception, Photoshop, market and trend analysis.
BonBon is for women who believe a real lady should be classy, elegant, sophisJcated, sexy, independent, intelligent but above all daring…For the lady who wants to be noJced without saying a word…
THE SECRET BEHIND BONBON
Notes: Top-‐Co8on candy, Rose. Heart-‐Co8on candy, Red Lychee, Melon. Base-‐Green Apples, Golden Quince, Kiwi, Musk, Amber. Sweet sexy candy meets citrus fresh apples, with a hit of rose petals…a delicious mix of sweet, fresh, and heart stopping scents.
CREATIVE FASHION PRESENTATION
W I N D O W D I S P L AY
With a group of peers designed and developed a window display that interpreted a trend for FALL 2009/2010 into an enticing visual presentation.
SKILLS: Teamwork , Time management, Styling , Visual design , Creativity , Mural Painting, Budget Management.
STREET WOLF TREND
this is Lycanthropy
this is Lycanthropy
FA S H I O N B U Y I N G & M E R C H A N D I S I N G
“Fashion is born by small facts, trends, or even politics, never by trying to make little pleats and furbelows, by trinkets, by clothes easy to copy, or by the shortening or lengthening of a skirt”. Elsa Schiaparelli quotes
Developed a trend forecasting book for Fall | Winter 2011 that increased awareness of visualization as a tool of analysis and communication. Photoshop, Microsoft Publisher
Skills: Market Research, Trend Analysis, Critical Thinking, Visual Perception, Fashion Trend Industry Knowledge
M E N
H O M E
W O M E N
This trend is all about fantasy and surrealism. Exotic colorful ﬂowers with petals in saturated hues will be one of the main inspirations. Textures include feathers, butterﬂies and exotic reptiles, 3D patterns in neutral and electric colors. snake skins and insects will inspire innovative ﬁbers. Rich mulberry, forest green , bright ﬁnishes of orange and coral will be the key colors of the trend.
Echos Fantasy Lab 112 Prince St. New York , NY 10012 (212) 848-4373 www.EchosFantacyLab.com
CREATIVE BUSINESS PLAN Echos Fantasy Lab Developed a store concept with a competitive advantage and merchandised the new start-up fashion boutique based on aesthetics and business planning. Key elements included are marketing strategy, competitive evaluation, numerical plans, and sourcing.
Skills: Time Management, ,Retail Math, Pricing ,StaJsJcal, Analysis, Trend ForecasJng
Executive Summary BUSINESS CONCEPT Step into a fantasPcal world of unique personalized art wear. Bring home your favorite masterpiece, movie or painPng and wear it. Format & LocaPon Echos is a laboraJorioum of fashion, food, and art brought together in one place. An art inspired fashion bouJque located in SoHo district of New York City , “the most unique shopping area in the world. With everything from art stands on the street to high-‐end bouJques” (sohonyc.com). Echos specializes in art and costume inspired clothing and accessories for the fashion forward and art loving individual .The store will incorporate an eccentric ice cream/pastry shop serving original and unique sweets like cocktail ﬂavored ice cream(mango mojito ﬂavor), or MONKEY LOVE (Banana cake ﬁlled with nutella, topped with chocolate bu8ercream). Customers can also purchase unique art pieces from local arJst. This type of retail diversiﬁcaJon will combine food, art and fashion into a world of fantasJcal delight. Customer Echos serves to those who love originality, someone who enjoys trying diﬀerent things at least once, but appreciates the value of art in all its forms. Our client is an open minded and at Jmes eccentric individual who admits being diﬀerent is a good thing. Also someone who knows his or her diversity will turn heads but does not mind. The mind set of this individual idealizes a life style of freedom of expression combining original ideas with classical taste. Merchandise Echos merchandise is drama%c, original, eccentric, fearless, audacious and innova%ve. Echos apparel is inspired by art, perhaps a master piece, a popular ﬁlm, or a theatrical performance. Pieces can be from well-‐known designers, to up and coming designers, or custom ordered. The idea is originality; not being able to wait to see what’s new next week is what enJces the customer to come back. All apparel will be sold in limited quanJty. Environment The merchandise is presented with a, dramaJc, creaJve and intriguing feeling. Displays consist of one mannequin per ourit or selecJon. AddiJonal inventory is stocked in back rooms making the store more spacious and resembling an art gallery. This brings the customer closer to the service a8endant referred to as stylist because only he or she can answer any quesJons that they may have. The store also displays a video window, where customer can be part of the creaJve process of certain merchandise. They can take part of the making of a dress a ﬁwng etc. The BouJque’s décor and color scheme will be appropriate with the originality of the store. PainJng and decoraJons that will be for sale will a8ract the customer to take a closer look. The ambiance of the store will be heightened by ﬂat screens located throughout the store displaying fashion shows, music performances or ﬁlms.
Visual Customer Profile
Six Month Plan Store Size:
Sales per Square Foot: Stock Turn: Total Pl. Yearly Sales: Total Pl. 6 Mos. Sales:
140 4 100,000 430,000
Yearly sales=selling space x sales per sq. ft. Average stock = tot yearly sales div. stock turn
Average Monthly Sales: Average Stock:
Stock/Sales Ratio =
Planned Stock/Sales Ratio:
Stock Turn based on industry standard
Monthly BOM stock/ Pl.Mo.Sales Markdown % based on industry standards
Markup % based on industry standards and pricing policy
Markdown $ Markdown %:
Yearly Projected Markup %: Cost%:
PLANNED SALES Month % *Sales $ October 7% 70,000 November 12% 120,000 December 14% 140,000 January 10% 100,000 February 10% 100,000 March 10% 100,000 Total 63% 430,000 April 10% 100,000 *Monthly Sales $ = % of yearly sales x total planned yearly sales
**Stock to Sales RaJo 3.00 3.00 3.00 3.00 2.50 3.00 3.00
MD% to /mo. 25.0% 20.0% 20.0% 15.0% 20.0%
MD $ $30,000 $28,000 $20,000 $15,000 $20,000 $30,750
PLANNED PURCHASES Fall Plan
Planned Sales $ (x) Stock to Sales RaJo
(=) Planned Retail Stock (BOM)
120,000 140,000 3.00 3.00
Planned Retail Stock (EOM) Planned Markdown $
420,000 300,000 30,000 28,000
Planned Purchases at Retail Planned Purchases at Cost
210,000 48,000 73,500 16,800
BOM = Stock to Sales Ra%o x Planned Sales EOM = BOM for the following month (to calculate Jan EOM es%mate Feb. sales and BOM)
Private Collection Design
Descripti on & Style #
Retail Selling Price & MU
Black / White penguin dress #456
Cost:$150 Retail: $450 Mark up-67%
Blue, long fur Cost:$200 trim jacket Retail: #678 $500 Mark up67%
Black, lace, long Flamenco inspired dress #910
Cost:$200 Retail: $500 Mark up67%
Black/beige, flamenco inspired dress. Extreme rouging and trim. #1011
Cost: $200 Retail: $500 Mark up67%
Slash-‐shoulder tailcoat, bib bodysuit, and embroidered trousers. #1213
Cost$250 Retail: $625 Mark up67%
Matador/ Flamenco dress inspired sheer trip. #1415
Cost:150 Retail:$ 375 Mark up67%
Front & Forward Merchandising Based on upcoming trends we have selected three statements for the ﬁrst three seasons of the opening period to be used for adverJsing, interior displays, exterior windows and overall presentaJon emphasis
Time to Shine
Heavy Metal and Street wear
Overall DescripJon • Dark Blues and Grays • Stones • Metallic's • Neutral Colors • Gold and Silver • Sparkles and Shine • Deep Accent Colors • Stones
• Bright Colors • Fabrics featuring extravagant and poeJc details • Baroque pa8erns and romanJc ﬂowers
• Modern AsserJve cuts and strikingly mismatched combinaJons. • Deep tones of Indian ink, dark teal and mineral gray
TIME TO SHINE Mysteriously deep and intense shades of inky blues, greys and blacks through to futurisJc purples from dark to light. Shimmering yet burnished highlights of silver and gold oﬀer decoraJve relief. A Jme to visit an era when things were special, cherished and reﬁned, yet reconstruct it into the future to make it relevant to modern life. Combining a decoraJve legacy of the past with a streamlined futurisJc vision enhanced by technology.
MYSTIC LEGEND An atmosphere of mystery, magic and the occult expresses itself in a neo-‐ Baroque spirit. A mood of fantasy inspires a glamorous haute couture style with a contemporary interpretaJon of mythology. This daring and sensuous theme focuses on body-‐ﬁ8ed shapes made from ultra sophisJcated fabrics featuring extravagant and poeJc details. Fabrics that are precious and sumptuous are adorned with swirling baroque pa8erns and romanJc ﬂowers. The Jmeless elegance of saJn, damask and transparent voile in smoky shades conveys a look that is both sensuous and luxurious. DramaJc body wear is created from jacquards inspired by sumptuous furnishings and elaborate laces.
INSPIRATIONS MYSTIC LEGEND An atmosphere of
mystery, magic and the occult expresses itself in a neo-‐Baroque spirit. A mood of fantasy inspires a glamorous haute couture style with a contemporary interpretaJon of mythology. This daring and sensuous theme focuses on body-‐ﬁ8ed shapes made from ultra sophisJcated fabrics featuring extravagant and poeJc details. Fabrics that are precious and sumptuous are adorned with swirling baroque pa8erns and romanJc ﬂowers. The Jmeless elegance of saJn, damask and transparent voile in smoky shades conveys a look that is both sensuous and luxurious. DramaJc body wear is created from jacquards inspired by sumptuous furnishings and elaborate laces.
Heavy Metal and Street Signs Urban inﬂuences inspire body wear that is a radical breakaway from the mainstream. Worn with rebellious awtude this daring street wear style is based on a fusion of glamorous grunge aestheJcs, graphic moJfs, and recycled urban elements. Cool and trendy, the junior market takes its inspiraJon from the street by wearing modern asserJve cuts and strikingly mismatched combinaJons. This ultra-‐trendy collecJon is emphasized by a color range of deep tones of Indian ink, dark teal and mineral gray which contrasts with the energy of ultra-‐bright silver with sophisJcated shine. Black contrasts with touches of brilliant orange and ﬂashes of saturated neon colors. Ultra daring prints combine with color splashes and graﬃJ.
BEST SELLER FANTASY Viktor & Rolf Spotted a bestselling item with strong potential for future growth at the intro stage of the trend cycle. Fashion item was costume inspired from designers Victor & Rolf Fall/Winter 2011/2012.
Skills: Observation, Visual Perception, Aesthetics , Trend Forecasting, Critical Thinking
Sketch For Design
Best Seller Criteria Visual Aesthetics Color Family
Metallic gray, neutral properPes. Industrial, uPlitarian Ideal for any color accessory.
Silver A[ributes: mysterious, intriguing, edgy. Associated with: Strong a\tude, bold character, and durability Eﬀect: Empowering, dominant, obvious Preferred by: Trend Se[ers, rebels, fashion industry connoisseurs, limited appeal. Used for: Trendy items
MonochromaPc color scheme
Shape and ProporPon
Pleated dress through out the back and front, resembling crusade armor. V-‐neck line, the front resembles a snail structure with a very interesPng costume appeal.
Diagonal lines suggest acPon, sPmulaPon and depth.
UPlitarian, sPﬀ and rigid. Hard surface suggest durability and strength.
Symmetrical. This dress is a successful design because all of its elements and principles of design work together harmoniously. The snail structure as one of the focal point brings emphasis to the center of the dress.
Best Seller Criteria Fit & Wear ability What can you wear it with?
Mostly wearable as a costume, or performances, and fashion statements.
Body Image –How does it make you Evokes feelings edginess, boldness, and conﬁdence . feel CommunicaPve
Communicates strong fashion a\tude, and originality. As well as arPsPc nature.
DecoraPve and draws a[enPon to the wearer.
Selling Price $ 3,869
Why does the value jusPfy the price ?
Fashion Status -‐ evokes feelings of presPge Exclusivity – high retail price Quality – durable, excellent crahsmanship ArPsPc – designed with a arPsPc value and originality
Best Seller Criteria Psychological Trend FANTASY LIFE
With so many emerging designers in the industry, Customers have more options than ever before. To be able to stand out Fashion Designers have to be able to set themselves apart from the rest. Viktor & Rolf have done so with creativity and originality. An artistic aesthetic that appeals to the more eccentric and edgy individual. This dress is most likely associated with extreme individuality. Not anyone would be able to wear it, because of the strong statement. Trendsetters like music icon Lady Gaga, inspire fashionistas to step out side of the box and freely express their personality and individuality. Other Celebrities are fallowing this trend like Rihanna, and Katy Perry, who are not afraid to wear something out of the ordinary. Â Â
SOCIO CULTURAL FACTORS FANTASY CELEBRITY ROLES EGONOMICS INDIVIDUALISM
DISCLAIMER contribuJons & Websites Used Hermes.com Google.com Lanvin.com Fashiontrendseter.com
Creative Business Plan Product Development Best Seller Fashion Trend Report Marketing Campaign International Retailing
Trademark/Brand/Company logos (where utilized) are being used for the execution and completion of school assignments only and do not represent work completed for the respective company as an actual client. It is neither the intention of the school nor the student to misrepresent such a relationship.
RESUME Laura Silva 1427 York Ave ~Apartment 2g | New York, NY 10021|702-580-6947 email@example.com Education Ai Miami International University of Art & Design, Miami, FL |Jun 2011 Associate of Arts Degree in Fashion Merchandising • Honor’s and Dean’s List (All quarters) Professional Experience ADELANTE LIVE INC TAMPA,FL (Marketing and Promotion Company)| Dec 08-Present
Promotional Brand Representative
• Attend trade shows at convention centers and events at clubs and restaurants • Maintain the highest standards for customer service to build sales of products • Implement marketing strategies by distributing product samples, gifts and flyers • Supervise and assign model responsibilities for promotional events TAURUS PROMOTIONS LAS VEGAS, NV (HOSPITALITY AND MARKETING COMPANY) JAN 08-SEPT10 MARKETING MANAGER • Planned and coordinated entertainment for corporate events • Assisted in the development and implementation of marketing plans • Provided excellent customer service to clients with reservations and accommodations • Generated profit strategies that improved gross margins QUIXOTE’S DESIGNS LAS VEGAS, NV (CUSTOM FURNITURE STORE) | MAR 07-DEC 08 SALES MANAGER • Developed strategies and plans for sales goals and profitability • Initiated and coordinated development of action plans to penetrate new markets • Provided timely, accurate, and competitive pricing on all completed prospect applications • Controlled expenses to meet budget guidelines ACTIVITIES FASHION SHOW ASSISTANT • Mercedes Benz Swim Fashion Week, Miami Beach |Jul 08 • Valentino The Las Emperor Screening, Miami Beach|Sept 09 • Mercedes Benz Swim Fashion Week, Miami Beach |Jul 09 • Valentino Fashion Show “ GALA POR UNA CAUSA”|JUN 09 Skills Summary • Visual Presentation • Fashion Trend Forecasting • Public Relations And Event Planning • Market Research Computer Proficiency: MS Office; Excel, Word, Power Point, Photoshop CS3, Publisher, and Publisher Languages: Bilingual - English and Spanish
References/Portfolio: Available Upon Request