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LAURA SILVA

“All life  is  an  experiment.  The  more  experiments  you  make  the  be8er”                         Ralph  Waldo  Emerson  


CAREER GOALS                        

•  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


MARKETING communications

"If you don't see yourself as a winner, then you cannot perform as a winner."

Zig Ziglar


INTERNATIONAL RETAILING

INTERNATIONALIZATION PLAN

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  

100

Revenues by  Sector   7%  

3%

5% 5%  

2008

Leather Goods   Silk  &  TexJles  

42%

7% 19%  

2007

2006

2005

2004

2003

2002

2001

0

2000

50

12%

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

LocaJon    

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.  


RETAIL MARKETING

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.

Mission Statement

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!  

Consumer Market

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

Product

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.).


PUBLIC RELATIONS

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: laurasilva@nox.com

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

EducaJonal Seminars

11:30am -­‐  12:00pm

Supplier Seminars

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

Supplier Seminars

5:30pm -­‐  6:300pm

EducaJonal Seminars

7:00pm

Special Guest  Dinner  at  China  Grill-­‐  Tickets  required

Tuesday, March  9 9:30am  -­‐  10:15am

EducaJonal /  Product  Seminars

10:30am -­‐  12:30pm

EducaJonal Sessions

1:30pm -­‐  2:30pm

Supplier Seminar

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


Budget

. Â


BUSINESS POLICY

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

Economic threats

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.


FINANCIAL ANALYSIS

Financials

Shareholders Equity


Business Analysis

Business Model & Vision

Responsibilities


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.


ADVERTISEMENT

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

FALL 2009/2010

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


FASHION TRENDS

FORECASTING BOOK

FALL/WINTER 2011

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


gaia

M E N

H O M E


gaia

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.


FASHION TRENDS

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:

STATISTICAL INFORMATION

850

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:

83,333 250,000

Stock/Sales Ratio =

Planned Stock/Sales Ratio:

Stock Turn based on industry standard

Monthly BOM stock/ Pl.Mo.Sales Markdown % based on industry standards

Markdown $

Markup % based on industry standards and pricing policy

Markdown $ Markdown %:

86,800 20%

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  

Oct

Nov

Planned Sales  $ (x)  Stock  to  Sales  RaJo

70,000 3.00

(=) Planned  Retail  Stock  (BOM)

Dec

Jan

Feb

Mar

Apr

120,000 140,000 3.00 3.00

100,000 3.00

100,000 2.50

100,000 3.00

630,000

210,000

360,000 420,000

300,000

250,000

300,000

1,840,000

Planned Retail  Stock  (EOM) Planned  Markdown  $

360,000

420,000 300,000 30,000 28,000

250,000 20,000

300,000 15,000

300,000 20,000

1,930,000 113,000

Planned Purchases  at  Retail Planned  Purchases  at  Cost

220,000 77,000

210,000 48,000 73,500 16,800

70,000 24,500

165,000 57,750

120,000 42,000

833,000 291,550

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)

3.0

65% 35%


INSPIRATIONS


Private Collection            Design    

 

Sketch

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%


Private Collection

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    

Month/ Season

Fall/Winter

Spring

Summer

Statement   Name

Time to Shine

Mystic Legend

Heavy Metal and Street wear

Colors

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.  


Fashion Buying

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.

Color CharacterisPcs

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

Color Scheme

MonochromaPc color  scheme

Shape and   ProporPon

Line

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.            

Visual texture                

UPlitarian, sPff  and  rigid.  Hard  surface  suggest  durability   and  strength.

Balance    

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.

               Mirroring  

DecoraPve and  draws  a[enPon  to  the  wearer.

               ParPcular  

Innovator, extreme.

Monetary Value

Selling Price $ 3,869  

 Why  does  the  value   jusPfy  the  price  ?    

Values

  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.   

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 laurasilva.net@gmail.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

Portfolio  

Fashion Merchandising,

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