Private Label Final Abbey Wiggam Alli Murphy
WHO WHAT WEAR STORY Starting in Fall of 2015: ELLE editors Hillary Kerr and Katherine Power partner with TARGET to offer monthly street style trending collections. This Private Label offers attractive streetstyle inspired collections that bring an effortlessly chic aesthetic. The label aspires to bring great designs to everyone at an accessible price.
MISSION WHO WHAT WEAR‘S lines strive for vintage-inspired print apparel assortments. Their products combine art and science through a contemporary streetstyle point of view.
LOUNGE MISSION To bring streetwear’s casualness and comfort to a lounge collection that inspires vintage elegance through prints, colors, and silhouettes.
SWOT
S
W O T
Affordable Trending Street Inspired Fashion. Health & Wellness Trend. Size Inclusivity. Trendy Basics. The pace of the fashion trend cycle. Competitors offering similar aesthetics and lines at competitive price points. Floorspace. Success of Target’s Private Labels and Rebranding. Bringing street trends into loungewear line. Sustainabilty & Thrifting Trends. Milennial Shopping Prefrences. Lack of Design Innovation. Amazon Private Label & offerings.
GIRL
OUR AUDREY
18 - 28
Occupation(s): College Student, Grad Student, Freelance Designer, Interior Designer, Illustrator, Creative Writer, Set Designer, or Small Business Owner. VALS: Experiencers & Thinkers. She enjoys a historical perspective, buys proven products, and enjoys intellectual pursuits, while being up to date on latest fashion trends. Interests & Hobbies: Enjoys reading short stories, gardening, watching period and old hollywood films, and crafting vision boards. She regularly journals and doodles in her downtime, and enjoys taking baths on weekends when she has the time. She prioritizes her daily freetime and appreciates culture and history. She collects magazines and frequents consignment shops for older pieces that are recycling in current trends. Aesthetics: Attracted to vintage prints and color palettes. Enjoys wearing florals and wallpaper inspired patterns, in shaded palettes. Frequently wears earthy tones found out in nature. Attracted to fashion with furniture design detailing. Dresses casually in basics, and loungewear with loose fitting, flowing silhouettes. Dresses according to street inspired trends. Drawn to nostalgic and vintage styles. Socioeconomics: Earns $45 - 65k per year. Lives in suburban areas, like Carmel Indiana, Stone Ridge, Virginia, Philadelphia, Milwaukee, Nashville, Raleigh, and Los Angelas.
AUDREY
COMPETITOR ANALYSIS Big Box Retailers offer loungewear and lifestlye brands where customer could see little differentiation or feel less incentive to go to Target first. Must stand out in price, detail, size, and aesthetic. KOHLS
JC PENNY
MACYS
TJ MAXX
SIZE AND LINE RANGE
Products Pocketed SlipDress Button Down Shirt Wide Leg Lounge Pants Cardigan Caftan Maxi Kimono Nightgown Mini Robe Deep V Tie Blouse
Sizes
XS - XXL
Prices
$15-50
COLLECTION
Button Down Shirt
Cardigan Mini Robe
Pocketed Slip Dress
Wide Lounge Pants
Caftan
Maxi Kimono
Deep V Tie Blouse
Inspirations
COLOR PALETTE
PANTONE
PANTONE
SWATCHES
11-0507 TCX Winter White
15-1334 TCX Shell Coral
PANTONE
18-1354 TCX Burnt Ochre
PANTONE
18-0201 TCX Castlerock
PANTONE
17-0929 TCX Fennel Seed
PANTONE
12-0729 TCX Sundress
FABRIC SWATCHES
ITALIAN STRETCH POLYESTER 97% Polyester 3% Spandex
LUMINOUS WRINKLE POLYESTER 100% Polyester
MERCERIZED COTTON VOILE 100% Cotton
COTTON LINEN BLEND 50% Cotton 48% Linen 2% Lycra
ITALIAN CANTEEN STRETCH POLYESTER 70% Polyester 27% Rayon 3% Lycra
PRODUCT LINE
STYLE: #160010 COST: $9.62 RETAIL: $19.25
STYLE: #180001 COST: $15
STYLE: #466402 COST: $14.67
RETAIL: $34.88
RETAIL: $26
STYLE: #202022 COST: $13.21 RETAIL: $24
STYLE: #160005 COST: $10.90 RETAIL: $21.80
STYLE: #170001 COST: $5.26 RETAIL: $15.02
STYLE: #466562 COST: $27.51 RETAIL: $47
STYLE: #724561 COST: $12.50 RETAIL: $22.50
CONSTRUCTION PROCESS
FINAL GARMENT
FINAL GARMENT
UNIT ASSORTMENT PLAN
TAIWAN MANUFACTURING LILY TEXTILE (LILYTEX) 70, Xining North Road 6th Floor Datong District Taipei, Taiwan, 10342 LEAD SERVICES Piece goods, Sewing, & Needlework Women’s Clothing PHILOSOPHY Honesty, Integrity, Steady Growth PAYMENT Electronic (EFT) PACKING Polybags & Hangtags
TIME AND ACTION
SEASON SS20 VENDOR Lily Textile COUNTRY ORIGIN Taiwan ACCOUNT MANAGEMENT Abbey Wiggam Alli Murphy
STORE DISPLAY
PHOTOSHOOT MOCK UPS POSTERS FOR IN STORE SIGNAGE
VISUAL MERCHANDISE
EVENT INVITE
LATE NIGHT LOUNGE
LATE NIGHT LOUNGE WHO: TARGET Subscribers & Red Card Members WHAT: After Hours Shopping Party. Loungewear Product Line Release Party WHERE: TARGET “A” Stores WHEN: Friday, March 13 2020
LANDING PAGE
SOCIAL MEDIA