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table of contents Mission Statement……………………………………1 Mood Board…………………………………………….2 Mission Philosophy…………………………………3-4 Customer Profile……………………………………5-6 Style Numbering System…………………………….7 Spring 2012 Dress Collection………………………..8 Evening……………………………………..9 Cocktail……………………………………13 Daytime/Brunch………………………….17 Casual/Chic……………………………….21 Cost Development………………………………..25-36 Merchandise Planning Calendar………………….37 Invoice………………………………………………....38 Unit Distribution Plan………………………….39-42 Introductory Floorplan……………………………...43 Keycode……………………………………………44-47 Mannequin Fixtures………………………………...48 Rack Fixtures………………………………………...49 Store Interior…………………………………………50 Store Décor…………………………………………....51 Dressing Room Décor………………………………..52 Maintenance Floorplan……………………………..53 Closing Out Floorplan………………………………54 Marketing Budget……………………………………55 Marketing Plan…………………………………..56-58 Trunk Show Venue…………………………………..59 Private Trunk Show Décor…………………………60 Marketing Calendar……………………………..61-63 Press Kit………………………………………………64 Press Kit Cover Page……………………65 Ad…………………………………………..66 Press Release…………………………67-68 Designer Biography………..……………69 Product Descriptions…………………70-81 Essay……………………………………………………82


mission statement

L E N A is a high-end luxury boutique that caters to sophisticated, working women that are fashion forward and love to express themselves through a refined manner. Perfecting the female form and creating a strong silhouette is our aim. Our dresses are timeless pieces that accent quality, taste, style, and polished elegance that will transform any woman to her full potential. Through our luxurious fabrics, intricate inner construction, high quality finishes, and our clean minimalistic designs we want to bring a European standard of dressing to the American women while maintaining a firm standing against harming animals or the environment for our products.


mood board


mission philosophy Company

Standards

L E N A is luxurious high end fashion retailer whose philosophy is to offer a wide array of luxurious investment dresses and gowns and to deliver our products to our customer through the most professional and highest standards while remaining attentive of the natural environment and maintaining a firm ethical position against harming or using animals for our products.

Quality / Customer Service L E N A dresses encompass distinctive characteristics that differentiate our products from our competition. All of our dresses illuminate a timeless and chic aesthetic. We continuously deliver a classic silhouette through all of our designs. Our distinct selection of the best suitable fabrics for our silhouettes emphasize our dresses as investment pieces, which could be passed down from generation to generation. Most importantly, we cater to all different body shapes and strive to create an allure about our customer. Through our intricate inner construction, such as our signature thin inner corset, we emphasize the best aspects of our clients, while still providing comfort and mobility. Each garment attains the same excellent cut, exceptional craftsmanship, and attention to detail. To perfect and emphasize a feminine form through high standard tailoring, contouring silhouettes and luxurious fabrics is our main priority. To further assist our customers we offer an in house alterations team. Certain alterations services are free of charge, such as sleeve and hem adjustments. Other alteration adjustments vary by the project and the customer’s needs. We strive to complete all alterations and ship them to the customer’s home free of charge within seven business days. In addition, we also offer custom ordering which allows the customer to request one of our current or previous season’s dresses in a color of their choice. After having an appointment with the customer, during which we discuss whether the request is realistic; we then inform the customer about the estimated cost and timeframe. Another service that we extend to our customer is special ordering in which the customer sits down with the designer and seamstress to discuss creating a custom made gown. After sketching out ideas, getting them approved by the client, taking the client’s measurements, we special order the fabric, cut, tailor, and sew it to the customer’s needs and strive to produce the final product and ship it to the customer’s home free of charge within thirty business days. Our number one priority in customer service is to provide an attitude free service and our interior setting reflects that by maintaining a serene and peaceful setting through our choice of music and interior decor. To further enhance the customer’s shopping experience, the fashion consultants offer a glass of coconut water, sparkling water, or champagne free of charge.

Fashion

Consultants & Employment

Standards

At the retail level we instill a welcoming, attitude-free, and sociable work environment by encouraging employee relationships and open communication between the fashion consultants and upper management. Developing a well respected fashion brand is one of our top priorities. We understand that our fashion consultants are our most interactive channels of promoting our company and constructing our image, therefore, we strive to be as understanding as possible when it comes to our employee’s personal accommodations or concerns. We understand family always come first before business. We understand how hard it is to stand on one’s feet all day and try and sell a product. With our highest regard and genuine treatment of our fashion consultants we expect them to pass on the helpfulness, professionalism, and genuine atmosphere to our customers when they are servicing them. With that said, we still expect responsible actions and professional behavior when it comes to performance and meeting the required goals during their shifts. Furthermore, our company extends employee benefits which consist of one week paid vacation time, health care benefits, and one free dress per fashion consultant annually as a gift for their birthday. Maintaining the image of our brand is very important to us and we achieve this through several ways. First, each fashion consultant receives a customized tailored black suit as their uniform when they start their


career at our company. Since our dresses are tailored to our clients, it is only natural we compliment the shapes of our fashion consultants as well. The makeup nails, and hair have to be kept professional, clean, and neat at all times. The fashion consultant’s jewelry, accessories, or heels can be from any brand or designer. Recognizable Branding / Charity One of the ways in which we hope to create a recognizable brand is through our logo which is displayed on our eco friendly, circular white shopping boxes/bags. Our store bags are made from 100% recyclable materials and emit a clean and contemporary style which our company instills into its designs. We maintain a green stance on our manufacturing procedures to make sure our bags, gift boxes, wrapping paper, hangers, etc do not harm the environment. Most importantly, none of our products are produced through sacrificing animal’s skin or fur. Every season a percentage of the overall annual company’s profit gets donated to a local animal shelter while the other half of that certain percentage gets donated to organizations that aim to protect the wildlife. We maintain a very firm position and continuous support to help eliminate animal cruelty and neglect of all animals. Geographic Location The availability of our merchandise can be found at our flagship L E N A boutique, located on Rodeo Drive in Beverly Hills, California. To reach a wider customer base residing outside the California coast, we also offer our dresses on net-a-porter.com and the company’s website. Selling Period The selling period of the Spring 2012 dress collection will begin in January 2012 and conclude in August 2012.


customer profile G E O G R A P H I C:    

Religion: Any City Size: Any Population Density: Suburban Climate: Temperate

D E M O G R A P H I C S:       

Age: 35-50 Sex: Female Family Life Cycle: Single, Married with/without children Income: $100,000 + Education: Bachelor’s, Master’s, PhD. Occupation: Professional Ethnic Background: Any

P S Y C H O G R A P H I C S:  

Social Class: Upper Middle Class Personality: Sociable, educated, well mannered, ambitious, career oriented, respectful, fashion conscious, and cultural.

C U S T O M E R B E H A V I O R:  

Benefits Desired: flattering fit, long lasting quality, timeless aesthetic/design, stylish, an investment piece that can be passed down Usage Rate: Light - Medium

about

our

client

Natalia Ivanivova was born on August 23, 1975 in St. Petersburg, Russia. She moved to New York with her parents when she was three years old. Her father worked for a law firm and her mother was a professional writer. Natalia attended Saint Martin’s in London to obtain a Bachelor’s in Costume Design. In addition in majoring in Costume Design, Natalia took extensive courses in costume design history, art history, philosophy, British literature, and many foreign language courses in Russian, French, Italian, and German. Natalia currently lives in Los Angeles, California and works as a wardrobe/costume designer for television, movies, and theatre projects. In order to be able to afford her luxurious two bedroom/two bathroom apartment Natalia currently shares the space and rent with an old friend from her high school. In regards to her dating life, Natalia has been dating the same man for the past two years. They met after graduating college through mutual friends at a friend’s birthday party. He is an Accountant and works for Wallace & Associates in California. Natalia is an extremely ambitious and driven individual and her list of goals reflects that. Natalia wants to rise above her current financial restrictions, pay off her student loans, and become a profound and well respected costume designer within the Hollywood circles. Her dream is to dress actors and the extras in appropriate clothing for various productions, including plays, dance productions, operas, television shows, commercials, music videos and concerts. Wherever the clothing worn by the players needs to project a certain mood, era, or cultural influence, Natalia wants to have a hand in the project. Her passion in this profession is reflected by the amount of different projects she constantly takes on.


Natalia is strives to live a healthy lifestyle. Five days a week, Natalia wakes up at 6 am, has some fruit and a granola for a quick snack, before she goes off to the gym in her apartment building for about an hour to do cardio and strength training. When she gets back, she refills her dog’s water and food bowl, pets him on the head, and jumps into the shower while her coffee brews in the kitchen. With an hour and a half left before work, she eats her breakfast in her fuzzy bathrobe while watching celebrity news on Entertainment Tonight. After she’s done eating, she goes into her bedroom and puts on her outfit she picked out last night for work. Before she heads out of her apartment she makes sure she puts down a home litter mat for her puppy in case he has to go to the bathroom while she is at work. Natalia grabs her iPod, gets into her car, and drives to

work, which is about a twenty five to a half hour drive. She works from 9am-7pm five days a week. On many other occasions, however, she also meets with production directors, producers, and actors, to discuss and develop the costume scheme for a certain movie or role, take the actor’s measurements, and confirm that the costume cost productions stay within a specific budget. When she comes home from work, she usually just likes to relax on the couch, cuddled up in a warm blanket, eat Chinese food, and watch TV with her puppy. When she is not doing that she likes to go to the gym if she was too tired to work out in the morning, take a yoga or Pilates class, go out to dinner with her girlfriends whilst she wears an original LENA cocktail dress, or go on date with her boyfriend for a stroll along Venice Beach. For leisure activities and hobbies, Natalia enjoys reading magazines such as Elle, Vogue, InShape, MarieClaire, and Style.com. She also enjoys reading the style tip books written by Nina Garcia. Her favorite shows include Drop Dead Diva and Cake Boss on TLC and she is a sucker for those cheesy lifetime movies with bad actors. One of her favorite things to do is go to Broadway shows, operas, plays, and musicals. When it comes to mini vacations, Natalia enjoys going down to Santa Monica beach with her girlfriends or taking a weekend trip to Las Vegas. Her circles of friends are very cultured, and some are incredibly successful. Her best friend is a professional composer and constantly invites her to his symphonies, which she absolutely loves to attend because that’s her chance to get dressed up. In result, Natalia’s wardrobe has many really expensive original LENA dresses and gowns as staple items for those art gallery events, dinner parties, and movie premiers. Though, she tries to be independent financially, her family does still help her out once in a while. Her interior of her apartment is decorated with warm hues and she has plenty of abstract African decorations with a modern twist.


style numbering system 1.

YEAR 1

6. FABRICATION 2012

2. SEASON A B C D

Spring Summer Fall Winter

3. CLASS 1 2 3 4

Baby Silk Solid Matte Crepe Confetti Dot Metallic Crepe Satin Wool Crepe Jersey Knit Ponte Georgette Solid

1 2 3 4 5 6 7

0 2 4 6 8 10 12

7. SIZE Evening Dresses Cocktail Dresses Daytime/Brunch Dresses Casual Dresses

4. SUB CLASS 1

1 2 3 4 5 6 7

Evening Dresses 1 Sheer Floorlength Wrap Dress 2 Strong Shoulder Batwing Dress 3 Floorlength Goddess Dress

2

Cocktail Dresses 1 Strong Shoulder Cocktail Dress 2 Draped Mini Cloud Dress w/ corset 3 Asymmetrical Mini Wrap Cocktail Dress

3

Daytime/Brunch Dresses 1 Peplum Skirt dress 2 Shoulder Pad Fitted Dress 3 Flared Skirt dress

4

Casual Dresses 1 Asymmetrical Neck Drape Dress 2 ¾ Sleeve Tunic Dress 3 Double Breasted Coat Dress

5. COLOR 1 2 3 4 5 6 7 8 9 A

Black White Electric Blue Silver Red Blush Rosybrown/Black Rosybrown/White Purple Beige

 EXAMPLE: 1 2 3 4 5 6

1A11124 2012 Spring Evening Dresses Floor Length Wrap Black Matte Crepe

7

Size 6


s p r i n g 2012 dress collection


EVENING spring

2012


01

Floorlength Wrap dress Black matte crepe wrap dress, w/ dropped black baby silk solid shoulder straps, deep V-neckline, leg slit, and black baby silk solid waist tie.


02

Strong Shoulder Batwing dress Black wool crepe floor length batwing sleeve dress w/ banded black matte crepe waist, built in thin corset, shoulder pads, long train, and invisible back zipper.


03

Floorlength Goddess dress White baby silk solid floor length Goddess dress w/ built in thin corset, white crepe satin bustier top, side cutouts, exposed upper back, leg slit & train.


COCKTAIL spring

2012


04

Strong Shoulder Cocktail dress Black sequin cutout cocktail dress w/ exaggerated boat neckline, padded shoulders, built in corset, and invisible back zipper.


05

Draped Mini Cloud dress Electric blue baby silk draped strapless mini cloud dress w/ built in corset and invisible back zipper.


06

Asymmetrical Mini Wrap Cocktail

dress

Black wool crepe mini wrap dress w/ black matte crepe defined waistband, bell bottom skirt, and open black matte crepe flap lapel.


DAYTIME / BRUNCH spring

2012


07

Peplum Skirt dress White jersey knit ponte dress w/ notched lapel, hidden front button placket, defined white crepe satin waistband, peplum, and welt pockets.


08

Shoulder Pad Fitted dress Red jersey knit ponte fitted knee length dress w/ padded shoulders, geometric plunge neckline, a crepe satin waistband, built in corset, style seams, and invisible back zipper.


09

Flared Skirt dress White jersey knit ponte dress w/ a scoop neckline, built in corset, flared skirt, princess seams, exposed back zipper and a defined waist.


CASUAL CHIC spring

2012


10

Asymmetric Drape Neck dress Rosy brown semi sheer georgette asymmetrical draped off shoulder top w/ a black wool crepe high waisted pencil skirt w/ a defined black matte crepe waistband.


11

他 Sleeve Tunic dress Red jersey knit ponte semi-fitted tunic dress w/ rolled up sleeves, stand up collar, invisible side pockets & exposed full length back zipper.


12

Double Breasted Coat dress White jersey knit ponte loose fit coat dress w/ double breasted collar, invisible side pockets & oversized button closure.


COST DEVELOPMENT DATE: _________ DESCRIPTION:

October 6, 2010 _________ Floor Length Dress w/ Dropped Shoulder Straps, Sheer, FloorWrap Length

deep V-neckline and Waist Tie :

SIZE RANGE: 0, 2, 4, 6, 8, 10, 12 1.

MATERIAL

Baby Silk Solid Matte Crepe

COLORS: Black, White, Red YARDS 1/4 4

PRICE AMOUNT $4.99 $1.24 $5.00 $20.00

STYLE #: 1A11124 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$68.66 $274.00

SKETCH

INTERFACING ( LINING )

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS LIGHTWEIGHT FUSING

$21.24 QUANT. 0 0 2 2

PRICE

AMOUNT

$0.00 $0.00 $0.20 $0.12

$0.00 $0.00 $0.40 $0.24

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

$0.64 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

TOTAL LABOR COST

3. TOTAL COST

$12.45

$34.33

REMARKS: Baby Silk Solid - 100% Polyester [Dropped Shoulder Straps & Waist Tie] Matte Crepe - [Dress] Lightweight Fusing applied within Waist Tie only

MATERIAL SWATCH


COST DEVELOPMENT DATE: _________ DESCRIPTION:

October 6, 2010 _________ Strong Shoulder, Batwing, Floor Length Dress w/ Banded Waist Sheer, Floor Length

& : Invisible Zipper SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

MATERIAL

Wool Crepe Matte Crepe

COLORS: Black, White YARDS 5 2/8

PRICE AMOUNT $10.00 $50.00 $5.00 $1.25

STYLE #: 1A12154 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$183.04 $732.00

SKETCH

INTERFACING ( LINING ) 5

Bemberg Lining

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS

$14.03 $65.28

QUANT.

BUTTONS BELTS LABELS MEDIUMWEIGHT FUSING SHOULDER PADS 18 " INVISIBLE ZIPPER HOOK & EYE FASTENERS BUILT IN THIN CORSET

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Wool Crepe - [Dress] Matte Crepe - [Banded Waist] Bemberg Lining - 100% Bemberg Rayon Mediumweight Fusing used within Banded Waist

0 0 2 1 2 1 1 1

PRICE $0.00 $0.00 $0.20 $0.15 $2.25 $0.57 $0.37 $7.80

AMOUNT $0.00 $0.00 $0.40 $0.15 $4.50 $0.57 $0.37 $7.80

$13.79 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$91.52 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Floor Length Goddess Dress w/ Triangular side cutouts, Sheer, Floor Length exposed upper back, leg slit, & train : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

STYLE #: 1A13214 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

COLORS: Black White

MATERIAL

YARDS 4 1/8

Baby Silk Solid Crepe Satin

PRICE AMOUNT $4.99 $19.96 $4.49 $0.56

$119.74 $478.00

SKETCH

INTERFACING ( LINING ) 4

White Bemberg Lining

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS

$17.96 $38.48

QUANT.

BUTTONS BELTS LABELS FUSING 9" INVISIBLE SIDE ZIPPER HOOK & EYE FASTENERS BUILT IN THIN CORSET

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Caviar Baby Silk Solid - 100% Polyester [Dress] Crepe Satin - 100% Polyester [Bustier Neckline] Bemberg Lining - 100% Bemberg Rayon

0 0 2 0 1 1 1

PRICE $0.00 $0.00 $0.20 $0.00 $0.37 $0.37 $7.80

AMOUNT $0.00 $0.00 $0.40 $0.00 $0.37 $0.37 $7.80

$8.94 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$59.87 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: StrongSheer, Shoulder, BoatLength Neckline, Cutout Cocktail Dress w/ built in corset Floor : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12 1.

MATERIAL

Confetti Dot Metallic

COLORS: Black, Black,Gold Silver YARDS 2 1/8

PRICE AMOUNT $2.49 $5.29

STYLE #: 1A21134 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$84.62 $338.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS MEDIUM WEIGHT FUSING SHOULDER PADS 9" INVISIBLE ZIPPER HOOK & EYE FASTENERS BUILT IN THIN CORSET

$8.98 $14.27

QUANT. 0 0 2 1 2 1 1 1

PRICE $0.00 $0.00 $0.20 $0.15 $2.25 $0.37 $0.37 $7.80

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Confetti Dot Metallic - 83% Nylon Filament, 17% Metallic [Dress] Bemberg Lining - 100% Bemberg Rayon Mediumweight fusing applied around neckline cutout

AMOUNT $0.00 $0.00 $0.40 $0.15 $4.50 $0.37 $0.37 $7.80

$13.59 AMOUNT $3.05 $8.00 $0.90 $1.75 $0.75

$14.45

$42.31 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Strapless, Draped Mini Cloud Dress w/ built in Corset Sheer, Floor Length : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12 1.

MATERIAL

Baby Silk Solid

COLORS: Electric Blue, Purple, White, Beige YARDS 2 1/2

PRICE AMOUNT $4.99 $12.47

STYLE #: 1A22314 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$94.16 $376.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2 1/2

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS FUSING 9" INVISIBLE ZIPPER HOOK & EYE FASTENERS BUILT IN THIN CORSET

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Baby Silk Solid - 100% Polyester [Dress] Bemberg Lining - 100% Bemberg Rayon

$11.22 $23.69

QUANT. 0 0 2 0 1 1 1

PRICE $0.00 $0.00 $0.20 $0.00 $0.37 $0.37 $7.80

AMOUNT $0.00 $0.00 $0.40 $0.00 $0.37 $0.37 $7.80

$8.94 AMOUNT $3.05 $8.00 $0.90 $1.75 $0.75

$14.45

$47.08 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Asymmetrical Wrap Cocktrail Dress w/ Bell Bottom & Triangular Sheer, Mini Floor Length Flap Lapel : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

MATERIAL

Wool Crepe Matte Crepe

COLORS: Black Black YARDS 2 3/8 1/4

PRICE AMOUNT $10.00 $23.75 $5.00 $1.25

STYLE #: 1A23154 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$96.92 $385.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS SNAP ON BUTTONS BELTS LABELS MEDIUMWEIGHT FUSING

$8.98 $33.98

QUANT. 2 0 2 1

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Wool Crepe - [Dress] Matte Crepe - [Flap Lapel, Waist, and Wrap Opening] Bemberg Lining - 100% Bemberg Rayon Mediumweight Fusing applied within Triangular Flap Lapel

PRICE $0.74 $0.00 $0.20 $0.15

AMOUNT $1.48 $0.00 $0.40 $0.15

$2.03 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$48.46 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Mini Skirtdress w/ a Shawl Notched Lapel, Hidden Button Placket Sheer, Floor Length Diagonal Welt Pockets, Peplum Bottom, & Defined Waistband : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12 COLORS: Black White

1.

MATERIAL

Jersey Knit Ponte Crepe Satin

YARDS 2 1/8

PRICE AMOUNT $3.49 $6.98 $4.49 $0.56

STYLE #: 1A31264 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$68.02 $272.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS 1/2" BUTTONS BELTS LABELS MEDIUMWEIGHT FUSING 7" INVISIBLE ZIPPER HOOK & EYE FASTENERS

$8.98 $16.52

QUANT. 2 1/8 5 0 2 1 1 1

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Jersey Knit Ponte - 100% Polyester [Dress] Crepe Satin - 100% Polyester [Waist & Flap Pockets] Bemberg Lining - 100% Bemberg Rayon Mediumweight Fusing applied within Shawl Notched Lapel 7" Invisible Zipper applied to back of skirt

PRICE $0.75 $0.00 $0.20 $0.15 $0.37 $0.37

AMOUNT $3.75 $0.00 $0.40 $0.15 $0.37 $0.37

$5.04 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$34.01 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Shoulder Pat Fitted Dress w/ geometric plunge neckline, a sculptural Sheer, Floor Length silhouette & a defined waistband : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

COLORS: Black White, Black, Blush, Red

MATERIAL

Jersey Knit Ponte Crepe Satin

YARDS 2 1/2 1/8

PRICE AMOUNT $3.49 $8.72 $4.49 $0.56

STYLE #: 1A32264 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$95.18 $380.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2 1/2

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS FUSING SHOULDER PADS 18" INVISIBLE ZIPPER HOOK & EYE FASTENERS BUILT IN THIN CORSET

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Jersey Knit Ponte - 100% Polyester [Dress]

Crepe Satin - 100% Polyester [Waistband] Bemberg Lining - 100% Bemberg Rayon

$11.22 $20.50

QUANT. 0 0 2 0 2 1 1 1

PRICE $0.00 $0.00 $0.20 $0.00 $2.25 $0.57 $0.37 $7.80

AMOUNT $0.00 $0.00 $0.40 $0.00 $4.50 $0.57 $0.37 $7.80

$13.64 AMOUNT $3.05 $7.00 $0.90 $1.75 $0.75

$13.45

$47.59 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Scoop Sheer, Neckline, Flared Skirtdress with Armhole Princess Seams Floor Length & : a defined waist SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

MATERIAL

Jersey Knit Ponte

COLORS: Black White, Blush YARDS 3 3/4

PRICE AMOUNT $3.49 $13.08

STYLE #: 1A33264 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$88.26 $353.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2 1/8

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS FUSING 18" EXPOSED ZIPPER HOOK & EYE FASTENERS BUILT IN THIN CORSET

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Jersey Knit Ponte - 100% Polyester [Dress] Bemberg Lining - 100% Bemberg Rayon

$9.54 $22.62

QUANT. 0 0 2 0 1 1 1

PRICE $0.00 $0.00 $0.20 $0.00 $0.49 $0.37 $7.80

AMOUNT $0.00 $0.00 $0.40 $0.00 $0.49 $0.37 $7.80

$9.06 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$44.13 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: High Waisted w/ Assymetrical Draped Off-Shoulder Top Sheer,Pencil FloorSkirt Length : SIZE RANGE: 0,2, 4, 6, 8, 10, 12 1.

MATERIAL

Wool Crepe Semi-Sheer Georgette Solid Matte Crepe

COLORS: Black Rosy-brown/Black, RB/White YARDS 1 1/2 1 1/8

PRICE AMOUNT $10.00 $15.00 $3.49 $3.49 $5.00 $0.62

STYLE #: 1A41774 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$80.82 $323.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

1 5/8

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS FUSING 7" INVISIBLE ZIPPER HOOK & EYE FASTENERS

$7.29 $26.40

QUANT. 0 0 2 2 1 1

PRICE $0.00 $0.00 $0.20 $0.15 $0.49 $0.37

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Wool Crepe - [High Waisted Skirt] Semi-Sheer Georgette Solid - 100% Polyester [Draped Top] Matte Crepe- [Waistband & Shoulder Strap] Bemberg Lining - 100% Bemberg Rayon [Skirt Lining] Fusing applied within waistband

AMOUNT $0.00 $0.00 $0.40 $0.30 $0.49 $0.37

$1.56 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$40.41 MATERIAL SWATCH


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Semi Fitted Rolled up Length Sleeve Tunic w/ stand up collar, invisible side Sheer, Floor pockets & exposed back zipper : SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

COLORS: Black Red, Black, White, Blush

MATERIAL

Jersey Knit Ponte

YARDS 2 1/2

PRICE AMOUNT $3.49 $8.72

STYLE #: 1A42564 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$45.10 $180.00

SKETCH

INTERFACING ( LINING ) none

TOTAL MATERIAL COST 2. TRIMMINGS BUTTONS BELTS LABELS FUSING 18" EXPOSED ZIPPER HOOK & EYE FASTENERS

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Jersey Knit Ponte - 100% Polyester [Dress] Fusing applied within stand-up collar

$8.72 QUANT. 0 0 2 1 1 1

PRICE $0.00 $0.00 $0.20 $0.12 $0.49 $0.37

AMOUNT $0.00 $0.00 $0.40 $0.12 $0.49 $0.37

$1.38 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$22.55 MATERIAL SWATCH

22.55


COST DEVELOPMENT DATE: October 6, 2010 _________ _________ DESCRIPTION: Loose Sheer, fit Coat Dress Double Breasted Collar, Invisible Pockets Floor w/ Length & : oversized buttons detail SIZE RANGE: 0, 2, 4, 6, 8, 10, 12

1.

MATERIAL

Jersey Knit Ponte

COLORS: White YARDS 2 1/2

PRICE AMOUNT $3.49 $8.72

STYLE #: 1A43264 SEASON: Spring 2012 WHOLESALE PRICE: RETAIL PRICE:

$72.26 $290.00

SKETCH

INTERFACING ( LINING ) Bemberg Lining

2

$4.49

TOTAL MATERIAL COST 2. TRIMMINGS BLACK SIZE 70 BUTTONS BELTS LABELS HEAVYWEIGHT FUSING MEDIUMWEIGHT FUSING

$8.98 $17.70

QUANT. 2 0 2 1 1

PRICE

AMOUNT

$2.47 $0.00 $0.20 $0.49 $0.15

$4.94 $0.00 $0.40 $0.49 $0.15

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING

TOTAL LABOR COST

3. TOTAL COST

$5.98 AMOUNT $3.05 $6.00 $0.90 $1.75 $0.75

$12.45

$36.13

REMARKS: Jersey Knit Ponte - 100% Polyester [Coat Dress] Bemberg Lining - 100% Bemberg Rayon Heavyweight fusing applied within Shawl-Double Breasted Collar Mediumweight fusing applied within pockets Size 70 Button = 1 3/4"

MATERIAL SWATCH


FASHION MERCHANDISING PLANNING CALENDAR SE ASON/YE AR: MON TH

Fe b- 11

STE P 1

Research market,

Mar- 11

Ap r- 11

Spring 2012 May- 11

IN-STORE DE LIV E RY: Jun- 11

Jul- 11

Aug - 11

Se p - 11

Oct- 11

January 2012 N o v - 11

De c- 11

Jan- 12

materials & develop inspiration and conepts

STE P 2

Develop dress silhouettes, select fabric, materials & trims

STE P 3 STE P 4

Order sample fabric & create first dress patterns Cut and sew sample garments & finalize collection of samples

STE P 5

STE P 6

Order production fabric and materials FinalIze production patterns & prototypes Preview collection & edit Place retail orders Early production begins

STE P 7

Major production continued

STE P 8

Major production continued

STE P 9

Final stages of manufacuring completed

STE P 10

Leave manufacturer Ship to warehouse via truck

STE P 11

Receive in warehouse pack, ship & unit distribute to boutique via Truck

STE P 12

Receive in boutique Store Set-up Grand Opening


INVOICE Date Invoice # 1/15/2012 1 Bill To: L E N A Headquarters 7th Avenue, New York, NY

P.O. Number 438 Quantity 4 5 5 5 3 3 3 6 7 6 6 6 4 4 7 6 6 6 6 5 4

Terms Style # 1A23151 1A23152 1A23153 1A23154 1A23155 1A23156 1A23157 1A31261 1A31262 1A31263 1A31264 1A31265 1A31266 1A31267 1A43261 1A43262 1A43263 1A43264 1A43265 1A43266 1A43267 Grand Total

Rep 8/10 EOM

Ship To: L E N A Boutique 438 Rodeo Drive, Beverly Hills, California

Ship Nov-11 Truck Description

Via

Assymetrical Mini Wrap Cocktail Dress [Black, Size 0] Assymetrical Mini Wrap Cocktail Dress [Black, Size 2] Assymetrical Mini Wrap Cocktail Dress [Black, Size 4] Assymetrical Mini Wrap Cocktail Dress [Black, Size 6] Assymetrical Mini Wrap Cocktail Dress [Black, Size 8] Assymetrical Mini Wrap Cocktail Dress [Black, Size 10] Assymetrical Mini Wrap Cocktail Dress [Black, Size 12] Peplum Skirt dress [White, Size 0] Peplum Skirt dress [White, Size 2] Peplum Skirt dress [White, Size 4] Peplum Skirt dress [White, Size 6] Peplum Skirt dress [White, Size 8] Peplum Skirt dress [White, Size 10] Peplum Skirt dress [White, Size 12] Double Breasted Coat Dress [White, Size 0] Double Breasted Coat Dress [White, Size 2] Double Breasted Coat Dress [White, Size 4] Double Breasted Coat Dress [White, Size 6] Double Breasted Coat Dress [White, Size 8] Double Breasted Coat Dress [White, Size 10] Double Breasted Coat Dress [White, Size 12]

F.O.B. L E N A Boutique Price Each $96.92 $96.92 $96.92 $96.92 $96.92 $96.92 $96.92 $68.02 $68.02 $68.02 $68.02 $68.02 $68.02 $68.02 $72.26 $72.26 $72.26 $72.26 $72.26 $72.26 $72.26

Label/ Brand LENA Total Amount $387.68 $484.60 $484.60 $484.60 $290.76 $290.76 $290.76 $408.12 $476.14 $408.12 $408.12 $408.12 $272.08 $272.08 $505.82 $433.56 $433.56 $433.56 $433.56 $361.30 $289.04 $8,256.94


keycode sheet Mannequin A B C D E F G H I J K L Fixture M

Style # 1A21131 1A11121 1A12251 1A13211 1A41771 1A22911 1A23151 1A32161 1A42161 1A33661 1A43261 1A31261 Style # 1A12151 1A12152 1A12153 1A12154 1A12155 1A12156 1A12157 1A12251 1A12252 1A12253 1A12254 1A12255 1A12256 1A12257 1A11121 1A11122 1A11123 1A11124 1A11125 1A11126 1A11127 1A11521 1A11522 1A11523 1A11524 1A11525 1A11526 1A11527 1A11221 1A11222 1A11223 1A11224 1A11225 1A11226 1A11227 1A13211 1A13212 1A13213 1A13214 1A13215

Item Description Strong Shoulder Sequin Cocktail dress in Black Sheer Floorlength Wrap dress in Black Strong Shoulder Batwing dress in White Floorlength Goddess dress in White Asymmetrical Drape Neck dress in Rosy-brown/Black Draped Mini Cloud dress w/ Corset in Purple Asymmetrical Mini Wrap Cocktail dress in Black Shoulder Pad Fitted dress in Black 他 Sleeve Tunic dress in Black Flared Skirt dress in Blush Double Breasted Coat dress in White Peplum Skirt dress in White Item Description Black Strong Shoulder Batwing dress Black Strong Shoulder Batwing dress Black Strong Shoulder Batwing dress Black Strong Shoulder Batwing dress Black Strong Shoulder Batwing dress Black Strong Shoulder Batwing dress Black Strong Shoulder Batwing dress White Strong Shoulder Batwing dress White Strong Shoulder Batwing dress White Strong Shoulder Batwing dress White Strong Shoulder Batwing dress White Strong Shoulder Batwing dress White Strong Shoulder Batwing dress White Strong Shoulder Batwing dress Black Sheer Floorlength Wrap dress Black Sheer Floorlength Wrap dress Black Sheer Floorlength Wrap dress Black Sheer Floorlength Wrap dress Black Sheer Floorlength Wrap dress Black Sheer Floorlength Wrap dress Black Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress Red Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Sheer Floorlength Wrap dress White Floorlength Goddess dress White Floorlength Goddess dress White Floorlength Goddess dress White Floorlength Goddess dress White Floorlength Goddess dress

# of Units 1 1 1 1 1 1 1 1 1 1 1 1 # of Units 6 5 5 5 5 6 4 5 5 5 5 5 4 4 5 5 4 4 3 3 3 4 4 4 4 3 3 3 5 4 4 4 4 3 3 3 3 3 3 3


chrome mannequin fixtures

H, K

D, G

B, E, J

C

I

48

A, L

F


rack fixtures

Dress Rack w/ Modern Lit Bottom used for Fixtures M, N, O, Q, R (would be used without the glass back wall)

Metal Clothing Rack used for Fixtures P and SALE


store interior


store decor

Flat screen TV mounted on wall behind cash/wrap station to show current season’s L E N A runway show for the current RTW collection.

Register Counter for Cash/Wrap Station.

Sofa for the two designated sitting areas shown on floor plan. Placed by mannequins F & I.

L E N A eco-friendly shopping box/bag. Seat, coffee table, rug, and vase for the area where the designer and seamstress sit down with the client to discuss their custom and/or special order.


dressing room decor

Modern chandelier

Full length dressing room mirror Fresh flowers for the dressing room

Faux fur rug for dressing room

Modern metal end table for flowers Seat for dressing room

52


marketing

budget

Total Retail Sales: $291,937.00 % of Marketing Budget: 8% $ of Marketing Budget: $23,354.96


marketing plan

01 Objective: Introduce the company to the fashion industry, establish brand awareness, and attract potential investors by the end of January 2012. 

Strategy: Host Grand Opening Party at Beverly Hills store on Rodeo Drive and have it be covered by the media.

Tactics: 1. 2. 3. 4. 5. 6.

7. 8.

9. 10. 11. 12. 13.

14. 15.

Create a budget for the Grand Opening Event that will allow the company to have a successful grand opening, but is separate from the future advertising budget. Chief Financial Officer will complete by December 1st, 2012. Select day, time, and confirm location immediately. The Grand Opening Party will take place on Sunday, January 15th, 2012 at the L E N A boutique at 438 Rodeo Drive, Beverly Hills, California from 6pm until 10pm. The designer/CEO will complete by December 1st, 2012. Hire a party planner and discuss vision, details, brand awareness, overall objective of the event, and budget. The product development manager will complete by December 1st, 2012. Send out a press release about the Grand Opening Event to WWD, Vogue, Marie Claire, Styleite.com, and PerezHilton.com (only because he gets 5 million hits a day and is based in the LA area). The marketing manager will complete by January 1 st, 2012. Send out public announcement to a local newspaper informing the public about the event and extending an invitation. The marketing manager will complete by January 1st, 2012. Send out special guest invitations to fashion magazine editors, buyers, investment companies, and media companies. Offer special discounts and promotions to potential investors and buyers. Allow editors, buyers, potential investors to preview the store the night of and before the Grand Opening. The marketing manager will complete by January 1 st, 2012. Contact celebrity public relations companies and see if they could contact a list of celebrities to attend this event and endorse our products. The marketing manager will complete by January 1 st, 2012. Contact local animal shelters and a representative from ASPCA to see if they would like to participate or partner in the Grand Opening since the company’s philosophy and products are against animal cruelty and a percentage of the company’s annual profits will always be donated to a local animal shelter or animal charity. Also ask if they would like to sponsor the event. The public relations manager will complete by January 1st, 2012. Have the party planner call up catering companies and place hors’devour and champagne orders, confirm date and time of delivery. Require catering company will provide professionally dressed ushers, and a cleanup crew. The party planner will complete by January 1 st, 2012. Have party planner locate a company that rents out dishes and wine glasses. Order necessary amount. The party planner will complete by January 2nd, 2012. Have party planner rent necessary amount of high table tops for guests to place their drinks and appetizers. The party planner will complete by January 2nd, 2012. Have party planner hire a live DJ. Negotiate overall event pay. Confirm he will bring his own equipment and form of transportation for his equipment to and from event. The party planner will complete by January 2nd, 2012. Schedule maximum fashion consultants on hand. Make sure sale staff is fully knowledgeable about inspiration for collection, product details, location of products, store hours, return policy, special orders, in-house alteration services, and store layout. Require they are professional dresses and wearing company’s uniform, which is a individually tailored blazer, trousers, or pencil skirt, with heels. Store manager will complete by January 8th, 2012. Schedule trained cashier that can uphold no waiting lines. Play spring 2012 dress collection runway show on TV positioned on wall behind cash register. Store manager will complete by January 8th, 2012. Contact media and confirm their attendance and coverage of the event. Inquire whether they will bring a videographer, interviewer, photographer, etc. Marketing manager will complete by January 8th, 2012.


trunk show venue

The private trunk show will take place at

Luxe Hotel at 360 N. Rodeo Drive, Beverly Hills, California on Sunday January 8th, 2012 at 12 p.m.


L E N A S/S 2012 private

trunk show

White flowers used as decor chairs used for trunk show


L E N A S/S c o l l e c t i o n 2012

PRESS KIT


THE DRESS

COLLECTION

BY

ELENA BOBYSHEVA

spring 2012 { FIND YOUR PERFECT FIGURE }

1 2 3 4 5 6 7 8 9 10 11 12

A collection that aims to perfect the female form & create a strong silhouette. Each dress accents quality, taste, style, and a polished elegance. Each garment has been made in Italy with no harm to animals or the environment.


L E N A e l e n a

b o b y s h e v a

spring 2012 dress collection 438 Rodeo Drive, Beverly Hills, CA net-a-porter.com


LENA elena bobysheva

L E N A Press Release Contact: L E N A Public Relations and Communications PublicRelations@lena.com

Tel: 310-457-3892 Fax: 310-698-4652

For Immediate Release Sunday, January 15th, 2012 Grand Opening Party for L E N A Boutique featuring Spring 2012 Dress Collection Elena Bobysheva is thrilled to open her first boutique on Rodeo Drive under her brand, L E N A, showcasing her first spring 2012 dress Collection. The collection showcases twelve handmade dresses in a range of bold & exciting and calm & cool palette, flattering feminine silhouettes, and a strong highlight on European women’s fashion. The collections offer women a versatile wardrobe selection for evening, cocktail, daytime/brunch, and casual activities and lifestyles. The Grand Opening Party is to be attended by fashion industry’s elite and frequent media covered celebrities, along with the designer’s family and friends. L E N A will host the Grand Opening Party at its Beverly Hills store, located at 438 Rodeo Drive, Beverly Hills, California, on Sunday, January 15th, 2012, and 6pm-10pm. The event will be covered by the local press and will entail champagne, hors’douvres, live music, and a preview of the spring 2012 collection. A percentage of the evening’s proceeds will go towards ASPCA, The American Society for the Prevention of Cruelty to Animals, to help provide shelter, food, and medical care to neglected animals.


business card


01

Floorlength Wrap dress Black matte crepe wrap dress, w/ dropped black baby silk solid shoulder straps, deep V-neckline, leg slit, and black baby silk solid waist tie. Style #: 1A11124 Sizes #: 0-12 Colors: Black, White, Red Suggested Retail Price: $274.00 Contact: info@lena.com


02

Strong Shoulder Batwing dress Black wool crepe floor length batwing sleeve dress w/ banded black matte crepe waist, built in thin corset, shoulder pads, long train, and invisible back zipper. Style #: 1A12154 Sizes #: 0-12 Colors: Black, White Suggested Retail Price: $732.00 Contact: info@lena.com


03

Floorlength Goddess dress White baby silk solid floor length Goddess dress w/ built in thin corset, white crepe satin bustier top, side cutouts, exposed upper back, leg slit & train. Style #: 1A13214 Sizes #: 0-12 Colors: White Suggested Retail Price: $478.00 Contact: info@lena.com


04

Strong Shoulder Cocktail dress Black sequin cutout cocktail dress w/ exaggerated boat neckline, padded shoulders, built in corset, and invisible back zipper. Style #: 1A21134 Sizes #: 0-12 Colors: Black, Silver Suggested Retail Price: $338.00 Contact: info@lena.com


05

Draped Mini Cloud dress Electric blue baby silk draped strapless mini cloud dress w/ built in corset and invisible back zipper. Style #: 1A22314 Sizes #: 0-12 Colors: Electric Blue, Purple, White, Beige Suggested Retail Price: $376.00 Contact: info@lena.com


06

Asymmetrical Mini Wrap Cocktail dress Black wool crepe mini wrap dress w/ black matte crepe defined waistband, bell bottom skirt, and open black matte crepe flap lapel. Style #: 1A23154 Sizes #: 0-12 Colors: Black Suggested Retail Price: $385.00 Contact: info@lena.com


07

Peplum Skirt dress White jersey knit ponte dress w/ notched lapel, hidden front button placket, defined white crepe satin waistband, peplum, and welt pockets. Style #: 1A31264 Sizes #: 0-12 Colors: White Suggested Retail Price: $272.00 Contact: info@lena.com


08

Shoulder Pad Fitted dress Red jersey knit ponte fitted knee length dress w/ padded shoulders, geometric plunge neckline, a crepe satin waistband, built in corset, style seams, and invisible back zipper. Style #: 1A32564 Sizes #: 0-12 Colors: Black, Red, Blush, White Suggested Retail Price: $380.00 Contact: info@lena.com


09

Flared Skirt dress White jersey knit ponte dress w/ a scoop neckline, built in corset, flared skirt, princess seams, exposed back zipper and a defined waist. Style #: 1A33264 Sizes #: 0-12 Colors: White, Blush Suggested Retail Price: $353.00 Contact: info@lena.com


10

Asymmetric Drape Neck dress Rosy brown semi sheer georgette asymmetrical draped off shoulder top w/ a black wool crepe high waisted pencil skirt w/ a defined black matte crepe waistband. Style #: 1A41774 Sizes #: 0-12 Colors: Rosy-brown/Black, RB/White Suggested Retail Price: $323.00 Contact: info@lena.com


11

他 Sleeve Tunic dress Red jersey knit ponte semi-fitted tunic dress w/ rolled up sleeves, stand up collar, invisible side pockets & exposed full length back zipper. Style #: 1A42564 Sizes #: 0-12 Colors: Black, Red, Blush, White Suggested Retail Price: $180.00 Contact: info@lena.com


12

Double Breasted Coat dress White jersey knit ponte loose fit coat dress w/ double breasted collar, invisible side pockets & oversized button closure. Style #: 1A43264 Sizes #: 0-12 Colors: White Suggested Retail Price: $290.00 Contact: info@lena.com


Merchandise Management Project