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table of contents

company history & target consumer

03-05

line overview & inspiration

06-12

capsule collection

13-18

tech pack & costing

19- 39

packaging & marketing strategy

40- 43

references

44


dkny Donna Karan founded Donna Karan New York in 1984 after leaving Anne Klein. She became notorious for her seven essential modern pieces, tailoring, and wrap skirts. Also, her ability to create clothing for the working average woman’s body type and lifestyle. In 1988 she launched DKNY, a lower priced line inspired by her daughter and designed to appeal to a younger market. Later DKNY evolved into denim, men’s wear, active, underwear, juniors, and kids. Karen created a very successful lifestyle company that was purchased by LVMH in 2001. However, as a result of an expansion plan DKNY ended up being available at bargain retail stores like Marshall’s. While the line remained profitable, with more than 90% of Donna Karan International’s revenue coming from the brand, they still lost their edge and relevance to Millennials. In 2015 Karen stepped down as head of the company and Maxwell Osborne and Dao-Yi-Chow were appointed to initiate a new creative direction. The duo founded the brand Public School known for their men’s tailored sportswear. Their first show for the brand was their Spring 2016 Ready to Wear collection that was not received as well as they had hoped. Nevertheless, LVMH is now heavily focusing on DKNY and reinventing the brand’s image including wiping their social media pages, redesigning their logo, and redefining the New York look with hopes of wide spread success in the future. 3


target market

The newer, younger DKNY customer is tech-savvy, affluent, and highly educated. They live in fashionable neighborhoods on the urban fringe in communities that are typically filled with trendy apartments and condos. They tend to frequent fitness clubs and clothing boutiques, casual restaurants and all types of bars-- from juice to coffee to microbrew. They are typically between the ages of 24-44, live midscale to upscale, are college educated, and ethnically diverse. Their income ranges from $67,741- $91,183 a year. They tend to frequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology. They embrace liberal politics and lively nightlife and are knowledgable about the latest trends.


Name: Amelia Harper Age: 26 Income: $104,889 Family: Single Occupation: Lifestyle Blogger Neighborhood: Williamsburg, Brooklyn, NY Shops at: Barneys New York

Name: Aimee Lee Age: 24 Income: $76,275 Occupation: Freelance Web Developer Neighborhood: Williamsburg, Brooklyn, NY Shops at: Opening Ceremony

5


Our capsule collection for Spring/ Summer 2016 incorporates the new active yet relaxed and edgy street aesthetic of the new image of DKNY. We incorporated an expressive, bold color palette to differentiate the DKNY brand from Public School and reflect the artistic style of our customer base. This fresh take on emerging trends will reestablish the cool urban feel the brand has been searching to reignite.


mood board

7


color board


fabric board

9


color & fabric story


polyester lame

silk twill

Our color story incorporates core neutrals DKNY is known for while adding pops of color and metallic fabric accents. These colors in breezy fabric selections reflect a fun spring interpretation of artistic urban style perfect for mixing and matching, effortless light layering, and an active on trend lifestyle.

laminated french terry

silk charmeuse

nylon mesh

jersey neoprene

11


trends Taking most of our inspiration from the street, there were several garment styles and trends worth noting. Oversized pieces and excessive layering were prominent emphasized with military style outerwear. Also, bold colors and metallic details were abundant, paired with more intimate slip dresses and one pieces. We wanted to take these trends and reflect them in a new and exciting way in our collection.


lineup

13


garments

style number P2620035CA

fabric laminated french terry, nylon mesh, polyester lame

colors

style number P2632055VA

fabric laminated french terry, nylon mesh, silk twill

colors


style number style number P263057ZB

fabric silk twill, silk charmeuse, polyester lame

P1650133SB

fabric laminated french terry, nylon mesh, jersey neoprene

colors

colors

15


style number P2682175WA

fabric jersey neoprene

colors

style number P2610027IB

fabric silk charmeuse

colors


style number P2642095PA

fabric jersey neoprene

colors

style number P264060AEA

fabric polyester lame, jersey neoprene

colors

17


style number

style number

P2606399HA

P2606169JA

fabric

fabric

silk charmeuse

silk twill, silk charmeuse, nylon mesh

colors

colors


tech pack & costing

unit assortment

19


Manufacturer: Top Success Industrial Limited Alexandra Industrial Building, 23-27 Wing Hong Street, Cheung Sha Wan, Hong Kong Phone: +852 2741 8086 21


Manufacturer: Wan Fung Garment Factory Lu Plaza, 2 Wing Yip Street, Kwun Tong, Hong Kong Phone: +852 2763 1338 www.wan-fung.com 23


Manufacturer: Royal Bright Development Ltd. 5th Floor, Yip Fat Factory Building, Phase 1, 77, Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong Phone: +852 2305 8622 www.royalbright.com 25


Manufacturer: Royal Bright Development Ltd. 5th Floor, Yip Fat Factory Building, Phase 1, 77, Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong Phone: +852 2305 8622 www.royalbright.com 27


Manufacturer: Royal Bright Development Ltd. 5th Floor, Yip Fat Factory Building, Phase 1, 77, Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong Phone: +852 2305 8622 www.royalbright.com 29


Manufacturer: Wan Fung Garment Factory Lu Plaza, 2 Wing Yip Street, Kwun Tong, Hong Kong Phone: +852 2763 1338 www.wan-fung.com 31


Manufacturer: Royal Bright Development Ltd. 5th Floor, Yip Fat Factory Building, Phase 1, 77, Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong Phone: +852 2305 8622 www.royalbright.com 33


Manufacturer: Royal Bright Development Ltd. 5th Floor, Yip Fat Factory Building, Phase 1, 77, Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong Phone: +852 2305 8622 www.royalbright.com 35


Manufacturer: Wan Fung Garment Factory Lu Plaza, 2 Wing Yip Street, Kwun Tong, Hong Kong Phone: +852 2763 1338 www.wan-fung.com 37


Manufacturer: Royal Bright Development Ltd. 5th Floor, Yip Fat Factory Building, Phase 1, 77, Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong Phone: +852 2305 8622 www.royalbright.com 39


packaging


ad campaign

41


43


references

wgsn.com pinterest.com tumblr.com dkny.com moodfabrics.com nypost.com/2015/09/15/can-these-twomen-save-dkny/ www.fundinguniverse.com/company-histories/donna-karan-international-inc-history/


DKNY Product Development