“Aqua Shoes” is committed to designing, marketing, and providing fabulous shoes from comfortable classic pumps to trendy fur line bootie. We constantly strive to create excellent, innovative high fashion at a conservative price point for the young sophisticated woman”
Aqua Demographics • Age 22-30 • Women • Average income: $35,000-$150,000
Aqua Psychographics • Confident • Business • Quality over quantity • Trendy as well as classic conscious
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Parent Company
Concept Board: Classic Short-term Fall 2011
Concept Board: Long-Term
Concept Board: Trendy Short-term Fall 2011
Concept Board: Long-Term
Classic
Trendy
Red
Olive
Peach
Gold
Purple
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Trend Board: Short-Term Basic Pump
Lace-Up Booties
Wedge
Booties
Logo For Aqua
Brand Identity
Letterhead
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Brand Identity Facebook
Brand Identity Catalog
Color Strategy and Packaging
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The consistency in the brand's look, feel and monotone promotional items is maintained through different types of marketing venue: catalogs, website, print ads‌
• High quality products with conservative price point • Interesting and approachable marketing tactic that keep us close interaction with consumers for a long-term relationship • Expose and introduce the brand to new potential consumers
• Keep up with the hottest trend of the season with extensive researches • We know and understand our demographics: lifestyles, what they want, income and their psychographic • We are exclusive (Bloomingdales)
“We constantly strive to create excellent, innovative high fashion footwear for the young sophisticated woman�
www.bloomingdales.com l Aqua Shoes Customer Service: 204-485-28474
A Montana native, Reagan Cole moved to Seattle to start a fashion career at the Art Institute of Seattle. She has moved her way around a few different retailers such as Victoria’s Secret, White House Black Market, Cold Stone Creamery, Borders Bookstore, and a locally owned boutique called The Powder Room, and is currently working with a product development team to create a new line of shoes for Bloomingdale’s Aqua. Her role in the creation of Aqua Shoes has been that of the researcher and the business aspect of the line. She has co-written the marketing strategy paper and helped research the materials needed for the development of shoes. She is actively involved with the Aqua Shoes team by making suggestions to help improve the designs of the shoes as well as establishing the packaging designs to enhance the brand image. Aqua Shoes will launch in the fall of 2011, keep an eye out for special sneak peaks at the Bloomingdale’s website.
Yunhee Choi who is from Seoul, South Korea has strong base of marketing advertising based on her Advertising Associate Degree(2003) and Photographic Associate Degree(2003). After achieving Bellevue Community College ESL program(2005) and Bellevue Community College Business Associate Degree(2007), she has been enjoyed her Art Institute of Seattle B a c h e l o r D e g re e o f F a s h i o n M a rke t i n g a n d Management. While she is working on the project, “Aqua Shoes Exclusive by Bloomingdales,” she could express her skills with her group specially product development team. She is very active on every meeting from beginning. Involving creating concept and logo, research for competitors and parent company, search for the current and long-term trend, marketing method, build the design of shoes, and communicate with group members, she accomplished so much.
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Bios
Ellen Cha attended the Art Institute of Seattle and graduated in 2011 with a degree in Fashion management and merchandising. She has done many part time jobs with creative twists, and have successfully promoted events at nonprofit organizations. She joined Bloomingdales product development team to produce a long awaited shoe line for Aqua in 2010. Her contribution has included in-depth research on the material needed for the production of Bloomingdale standard shoes, and compiling information to get the best deals for the best quality. She was also in charge of the finances of the business, and worked in a budget to accommodate the consumers of Bloomingdales. She is excited for the debut of Aqua shoes and knows that Bloomingdales consumers will be thrilled with the selection and price.
In 2008, Vy Nguyen attained the Art Institute of Seattle for Bachelor Degree in Fashion and Marketing Management. Besides attaining school, she spent the rest of her time gaining practical knowledge about the fashion industry by working at different retailers such as Aritzia, Abercrombie and Fitch. In 2009 she got a oneyear contract with John Robert Power Management Agency. Vy joined the product development team in January 2010 to create a new line of shoes for Bloomingdale’s private label Aqua. Her major contribution to creation of the fabulous Aqua Shoes line including: designing PowerPoint (Aqua Shoes Book), designing Color Boards, researching trends and creating trend board, designing Aqua Shoes catalog, writing business strategy and the product line mission statement. We are excited to introduce our Aqua Shoes line to the world this Fall 2011. Keep up with us at www.bloomingdales.com for further information. 30