The Squiggle squig·gle [skwig-uhl] noun 1. a short, irregular curve or twist Just like the squiggle, my journey at the Art Institute was no form of ordinary. From the start, twisting my path in education to focus in fashion, to the irregular sleeping patterns I acquired to the creative work I’ve done and the fun people I’ve met here at the school has been nothing short of exciting. The mixture of the art of fashion and the concepts of marketing were the exact aspects that needed to be thrown into my life to challenge me to be the person I am today. This portfolio book and its contents represent my journey at AI. What follows is a compilation of my favourite works that I created here during my time in the Fashion Marketing program.
Sales & Event Sales and event promotions is a major department for any company. The following project was based around mixing up original thought waves and bringing different types of people together with Adidas to create special and unforgettable hypothetical events for 2012.
EVENT 1: SPRING/SUMMER 2012 Adidas is already a proud sponsor of Korean girl group 2NE1. The group is known for their love and close relationship with Adidas Original designer Jeremy Scott. This spring Adidas will be a helping factor to 2NE1 in making their North American debut. The girls have been working with American producer Will.I.Am and will be making their North American debut this spring. With this in mind, the group will be having a start up concert in Vancouver on April 13th 2012. Prior to the concert, on April 13th the Vancouver flagship Adidas store will be hosting 2NE1’s fan signing event. The fan-signing event will give the Lower Mainland’s 2NE1 fans the opportunity to meet the idols and experience the Adidas store at one time. Starting prior to the fan-signing event, all Lower Mainland stores will give away free concert info cards. As well, a 2NE1+Adidas poster with each purchase over $35. For purchases over $75, customers can receive a free 2NE1 CD. Both promotions available while quantities last. At the event and the concert, program brochures will be given out. These will outline the group’s performance lineup as well as holding an in-store promotion coupon that fans will be able to use for a limited time.
ADVERTISING In order to promote the in-store promotion and fan-signing event there will be many different advertising elements in print and online. Components include but are not limited to the following: · · · · · · · ·
Store posters (for every store) Table banner (for event venue for signing) Info card (to give away before & after concert) Concert mini-brochures Stickers Youtube promotions Behind the scenes videos Email
TIMETABLE Event Day · Friday April 13th
Table setup/Backroom setup · Night before event · Thursday April 12th
Months for prep, launch and teardown Table teardown · March/April/May · After fan signing event · April 13th Delivery date · 2 weeks before Promotional teardown · March 30th · 2 1/2 weeks after concert for big items · Monday April 30 & Tuesday May 1 Promotional setup date · Extras like concert posters, stickers, · 1 ½ weeks before poster cards given out until none is left · April 4th – helps promote the band
COST Advertising Material
Event Material Shipping
Store wall/window Poster (24x35)
Giveaway poster (11x17)
$970 / 5000
Concert info card (4x6)
Store wall/window poster – priority 7 days
Giveaway poster priority 7 days
Concert info card – fedex ground 2-4bus days
EVENT 2: FALL/WINTER 2012 The Adidas Originals by Originals line is full of fun pieces that bring many different looks to Adidas. From Beckham to Jeremy Scott the line has had many big stars to its name. For Fall/Winter 2012 the current faces of the Originals line, David Beckham, Kazuki, Jeremy Scoott plus some invited celebrities will design a mini-collection will 75% of the profit going to the Haiti fund. The mini-collection will be available as a limited edition line, with a small amount of the items in each Lower Mainland store. The limited edition line will feature a fun in-store Polaroid wall. The in-store twist will include life size cutouts of the designers and celebrities that design the line in their favourite pieces of the collection. The life size posters will be available to take pictures with using the store provided Polaroid camera. The Polaroid will be posted on the in-store Polaroid wall. If customers would like their own copy to take home it will be available to them for a 50cent donation to the Haiti fund.
Store wall/window Poster (24x35)
Polaroid postcard mailer
Life size poster
Limited edition packaging bags
Store wall/ window poster – priority 7 days
Life size poster
Polaroid postcard mailer– fedex ground 2-4bus days
ADVERTISING In order to promote the in-store promotion there will be many different advertising elements in print and online. Components include but are not limited to the following: · · · · · · · ·
Polaroid postcard mailer Life size cut out Limited edition sales packaging (bags, wrapping, photos) Youtube promotions Behind the scenes videos Email Website
TIMETABLE Event Start Day · August 22nd Months for prep and launch · August/September/October
Delivery date · 1 week to 2 days before · Between August 15th – 20th
CHECK OUT ONE OF YOUR LOCAL STORES FOR THE COLLECTION AND AN
EXCLUSIVE IN-STORE EVENT ONLY AVAILABLE FOR A LIMITED TIME
Promotional setup date · Day before · August 21st Promotional teardown · 1 ½ months · October 5th
Buyerâ€™s Manual Ever wondered on how stores get their clothing and who picks the merchandise? Buyers definitely have one of best jobs with the most pressure. The following buyerâ€™s manual breaks down information about the online boutique ADFM and shows what a new buyer for the company would get on their first day. This project also showcases images from a mock buy I was fortunate to do for ADFM.
ADFM Buyers Manual Retail Organization History ADFM started in 2010 as a Tumblr (tumblr.com) blog that shared and featured Art, Design, Fashion and Music of many different artists. With a large group of followers that loved what they were constantly exposed to, ADFM moved up into it’s own website of multiple bloggers sharing their findings of eye catching art, design, fashion and music. ADFM then launched an online store, selling merchandise that reflected the style and vibe of the blog. From clothing to stationary ADFM has a great assortment of everything. Going forward, ADFM is going to be expanding into retail space, starting with a warehouse in the Lower Mainland focused on personal shopping experiences for customers. Merchandise assortment ADFM currently sells an assortment of premier lifestyle goods ranging from clothing and accessories to art and stationary. The apparel offered is both men’s and women’s in most categories; for example, tops, bottoms, outerwear, intimates and accessories.
Women’s Items Tees Shirts Sweaters Dresses Shorts Pants Denim Outerwear Intimates Accessories Bags
Lowest $15.99 $45.99 $34.99 $52.99 $45.00 $34.99 $78.00 $95.00 $11.99 $29.99 $30.00
Highest $136.00 $87.99 $185.00 $178.00 $140.00 $121.00 $150.00 $500.00 $19.99 $210.00 $129.99
Target Market ADFM looks for trendy customer. This does not necessarily mean trendy. In my opinion, ADFM’s ‘trendy’ consumer is some one who wants to be or is aware of current trends and wants to pull it of in their own way. The majority ADFM’s merchandise is priced much higher than the average fast-fashion store. But they also consider themselves a boutique rather than fast-fashion. Therefore their customer, even though they may be younger and possibly students must be willing to spend the extra money for their product. The ideal customer may or may not have a job since they are in school, but either way, they have a decent amount of money to spend. If they do have a job, they are fashion-forward and probably have a 9-5 job so that they can still have fun after work or on the weekend. Having been started in Vancouver, which is a very multicultural city, it’s hard to say if there is an ideal race for the ADFM customer. ADFM is an online boutique that is accessible globally.
Price Points Men’s Items Tees Shirts Sweaters Shorts Pants Denim Outerwear Intimates Accessories Bags
However their upcoming warehouse is only located in the Lower Mainland. ADFM’s ideal consumer likes to shop: a lot and often. They also like personalized service to help Lowest $15.99 $42.00 $39.99 $78.00 $42.99 $42.00 $85.00 $19.99 $9.99 $30.00
Highest $58.00 $158.00 $207.00 $128.00 $177.00 $177.00 $298.00 $24.00 $210.00 $129.99
them get what they really want. Characteristics of ADFM’s customer range very drastically because of the wide range of product and people that enjoy their stuff. A cultured fun life is the
ideal for the ADFM customer. Constantly being up to date and being social is what ADFM is all about. Their market has the same ideal in their daily lives. Whether it is being in school with a crazy social life or having a busy work schedule and a relaxing on the weekend, the ideal customer leads an interesting and full life. There are plenty of interests that ADFM caters to because the boutique loves interesting, cultured and social people. So there is no definitive interest in mind, other than being an awesome person.
A.D.F.M. BUYERS MANUAL
Merchandise Management Final Project Nikkita Wong Marketing and Promotions
Profile Age: 18 – 30 Income: $10,000 - $40,000 Nationality: Multicultural; Canadian Social Class: Working/Middle Class Lifestyle: Busy, fashionable, trendy, social Region: North America; Canada; Lower Mainland Culture Collage
Current Marketing and Advertising ADFM currently uses many social media channels and Internet based advertisements for their marketing and advertisements. Many ADFM advertisements run on popular blogs and webzines, for example Hypebeast (hypebeast.com.) On the social media stand point ADFM is a retailer with super active twitter and facebook accounts. There is also a blog that ADFM runs as a part of the business. Sales and Promotions ADFM offers different types of sales and promotions. They always have a clearance or sale section on their store site. They also offer contests on websites/blog communities like tumblr. Often, they have promotional discount codes available for a limited time to people spending a certain amount of money. As well, at the end of each season there is a blow out sale for all old merchandise. Buying Simulation For the Fall/Winter 2012 season for ADFM I chose to stick with gray scale basics with pops of red in the beginning of fall and blue in the middle of the season. The pieces I chose fit with the current feel of ADFM as well; casual and easy pieces that look great with out thinking too hard. The pieces are also mostly solid colours for that fashionable ease. The quantities are on a lower side because of the boutique-like factor of ADFM; there is not a lot a space to store merchandise either.
Visual Merchandising A favorite of mine, visual merchandising gives a real taste of the behind the scenes work that goes into the look and feel of retail spaces. Being a veteran at building, organizing and overseeing visual aspects of particular retail stores the following project was a bunch of fun for me. My visual directive book showcases the inspiration for the project, 3 wall display directives and a window display for a hypothetical Sanrio store in Vancouver. Working with fun, frilly and pink ideas the bookâ€™s elements were a blast to work with.
5 Panel Wall Display
3 Panel Wall Display
4 Panel Wall Display
Print Media When it comes to marketing, elements like posters, logos, business cards and the overall look of the business are huge propelling factors. The following pages feature many of my favourite creative marketing pieces. From posters, business cards and logos, putting together these industry necessities is another favourite of mine.
KONG HONG HONG KONG TOURISM BOARD
THE SHEER WILFRED BAYE TUNIC DRESS IN SILK GEORGETTE HAS A FLATTERING, FLUID SILHOUETTE THAT’S FINISHED WITH UTILITARIAN POCKETS AND MILITARY-INSPIRED SHOULDER EPAULETTES. TO CREATE A STRONG, MONOCHROMATIC LOOK, PAIR THIS TUNIC DRESS WITH THE STRETCH WILFRED LEGGINGS IN AN ALMOST IDENTICAL HUE.
MAKE THE SOFT COLOURED DRESS A BOLD STATEMENT PIECE WITH DARK COLOURED TIGHTS OR THIGH HIGH SOCKS. OR BOTH! KEEP WARM IN THIS FRESH SILK NUMBER BY LAYERING BOLD KNIT CARDIGANS, LONG PEACOATS AND OTHER WINTER ACCESSORIES LIKE MITTENS, BEENIES AND SCARVES.
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Nikkita Wong PR Director
DISNEY MEETS POP AT
Ph: 604.644.8872 Email: email@example.com www.humanesociety.org
9 MARCH, 2012
VINYL RETROLOUNGE 455 ABBOTT STREET
DOORS 8PM SHOW 9PM
Disney meets Pop Culture Personalities at the Walt Street Fashion Show on March 9th 2012 at Vinyl Retro Lounge in Vancouver. Tickets for event: $10
Lookbook Styling is one of the most fun aspects of fashion. Being able to pull together a look with a theme in mind is not always the easiest thing to do and it definitely takes time, practice and creativity to make it work properly. The following few pages consists of some of the looks Iâ€™ve put together for various fun projects.
Contact Nikkita Wong
â€œFashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.â€? ~Coco Chanel