ADRIAN
fashion portfolio
CAREER
Brand Marketing Director Public Relations Coordinator Product Developer Trend Analyst
fashionmarketing
Table c o nof tents
Integrated Marketing Communications public relations sales promotion advertising Business Planning & Merchandising creative business plan best seller Fashion Styling fashion trends bloomingdales design contest group photo shoot personal photo shoot magazine editorial
fashionmarketing
MARKETING communications public relations sales promotion advertising
fashionmarketing
SALES promotion Skills Branding Strategic Planning Budgeting Time Management
Developed a fragrance and organized a sales promotion proposal for a well known athlete looking to expand into the fashion industry. Selected and implemented promotion techniques that would be effective for a defined target market. .
fashionmarketing
fragrance, a fragrance that is sprayed in the morning and remains throughout the wearers day.
The ingredients: Citrus extracts ! Sandalwood ! A touch of Musk
The Andre Agassi Foundation is dedicated to transforming U.S. public education for underserved youth. The Foundation drives reform by engaging in practice, policy, and partnerships that provide quality education and enrichment opportunities.
THE PRODUCT
yet a philanthropic person. Agassi is a day
A FRAGRANCE
A fragrance inspired by an acclaimed athlete but
THE INSPIRATION
Senior Bridge Walk
They placed a decal of the
levels would be summoned
name of college they
to the High School Quad
planned to attend on the
for an on campus
guardrails of the bridge.
celebration to watch and cheer as each graduate walked across the commencement bridge .
It is here that the architects wished to express that the students’ journey does not end at Agassi Prep, the journey continues‌
PACKAGING
Students from all grade
AGASSI PREP ARCHITECTURE
The bottle is inspired by the architecture of The Agassi Prep School.
A series of pop-up launch parties held as the opening party to the: !!U.S. Open !!French Open !!Australian Open !!Wimbledon
AGASSI LOUNGE
An event to allow the invitees time to socialize, be entertained and smell the fragrance. The list will include the likes of celebrities, tennis players of the tournaments, industry insiders, and fans. SET DESIGN These parties are filled with product placement (large bottles of AGASSI), the air will smell of the fragrance, but each party and entertainment will be designed to fit the city which it is held.
!!These street teams will be hired models to re-create the typical cosmetic counter persons. These models are given various costumes (suits, tennis gear, golfing gear, basketball gear, doctor jackets, trainer suits, etc.) !!The street teams will be out in major cities a month prior to the fragrance hitting stores. !!Travel size bottles will be given to people willing to complete a small survey. This survey will help us with gaining information for possible expansion of the Agassi brand.
GRASS ROOTS
THE COSMETIC COUNTER
SALES PLAN
STREET TEAM
ADVERTISMENT
PRINT AD/MEDIA
SOCIAL MEDIA/PRINT
…THE FRAGRANCE
iPHONE APPLICATION
AGASSI. THE FRAGRANCE
…AGASSI.
Man is greeted at the end of day, wife inhales the aroma of his scent and melts in his arms
…THE FRAGRANCE
MEDIA OUTLETS
ADVERTISMENT
Man at work, training
COMMERCIAL STORY BOARD
Man starts day
PUBLIC relations Skills Technical Writing Critical Thinking Indentify Newsworthiness of Business Announcements
Developed a press kit with a press release and all media essential elements including a biography, backgrounder, and promotional flyer. Gained a strong understanding of the planning and communication skills needed for the fashion industry. .
fashionmarketing
Backgrounder
Biography
ADVERTISING for f a s h i o n Skills Teamwork Critical Thinking Analysis Layout Design Trend Forecasting As a group we created and designed a store launch advertising campaign for a well established organization looking to expand. We demonstrate our individuality, creativity, communication, management and marketing skills through an immersion in a real life agency situation.
fashionmarketing
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Implement The Left Bank s advertising campaign and brand identity. Success of this project is the involvement of your company s vision; dependent on your goal to be reached to help achieve a smooth successful operation. In conclusion our team will have successfully transitioned an international company with a national brand image.
At Amendment 1Media Group we will build your company s corporate image and brand identity by ensuring continuous communication, dependability and professionalism. Our pride is in our distinctive ideas and our personal approach to each of our clientele.
TEASER ADS
MEDIUMS
PRE-CONSTRUCTION
PRESS EXHIBIT
GUERRILLA MARKETING
STREET TEAMS
YSL Chloe Lanvin Balmain Givenchy Lola Jeans Balenciaga La Femme Parfait
& MEDIUM
FEATURE ADS
I N V I T A T I O N &
POP- UP STORE
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E L E C T R O N I C
MARKETING
FASHIONBUYING & merchandising creative business plan best seller store planning
fashionmarketing
CREATIVEBUSINESS plan Skills Market Research Buying & Retail Math
Developed a complete business and merchandising plan for a start-up menâ&#x20AC;&#x2122;s lifestyle boutique. Balanced creativity with a math and management to arrive at decisions that link aesthetics with numerical planning.
fashionmarketing
business concept UNTL’D is a men’s lifestyle boutique located in Brooklyn, NY. Our store is set to re-open as a “c3” store. We feature the same bold, strong, soulful and sophisticated collections as our previous store however now we will curate emerging talent in the three areas of style; fashion, art, music. We intend on not just providing the UNTL’D man a place to shop but provide them a venue to enjoy art and music. Brooklyn, NY is a Mecca for the arts while maintaining an unchartered sensibility and reasonable real estate prices UNTL’D is directed to upper middle to high income multicultural males. They are fashion savvy trendsetters with a sophisticated urban taste level. They savor status and individuality and achieve so with their creative, individualistic minds. Our merchandise is presented in an uncluttered style; the fixtures are structural and neat. The design of the space is an industrial yet personal space with environmental materials. It is designed to transform from retail space to entertainment venue, to allow us to provide our customers with more than just shopping. The colors are a neutral color scheme with a splash of color. Beige, brown, brick and teal provide an exceptional backdrop for our merchandise and capture our customer’s spirit.
mission statement UNTL’D will be recognized as the leading boutique where a customer can immerse themselves in fashion, art and music by delivering a shopping and entertainment experience to both it’s customer’s and the greater community.
name & logo
vision statement UNTL’D is dedicated to providing the lifestyle needs of its customer with quality products at reasonable prices. We are guided by the wants of our customer and understanding they are the reason for us existing. We strive for excellence in service with our customer, associates, and partners. Educating and empowering our associates is key in retaining the culture of UNTL’D.
Retail is a tricky art to master especially in an uncertain economy since fashion and the arts are not considered a necessity. Understanding the needs and wants of the consumer is imperative to keeping your doors open, however, providing an experience for your customers is what keeps the interest and traffic alive. Combining the needs, experience and suitable pricing for our customer is what we aspire to accomplish with UNTL’D.
The name UNTL’D stands for “untitled” . It is spelled in text language to embody the technological advances our customer has grown up in, however this font was selected to remind us the simplicity of our past when a typewriter was our computer and laptops. When text language didn’t exist. Its sums up our generation. Generation X. The box is to symbolize the square where most of society likes to put men fashion. The boredom that men’s fashion can be but placing the name on its side and running off the box indicates the UNTL’D man. A rebel in its own right yet, classic and traditional. The small words “fashion.art.music” gives the customer a glance at what is expected inside.
assortment plan
MAJOR CLASSIFICATIONS/ SUB-CLASSES
%
breakeven point
AVERG PRICE
$
YEAR 1 UNIT S
Total Tops & Outerwear
42%
$84,000
$284
296
TOTAL OPERATING EXPENSES
$363,400
Total Bottoms
25%
$50,000
$200
250
DIVIDED by GROSS MARGIN %
58.0%
Total Apparel
67%
$134,000
$242
554
Total Footwear
15%
$30,000
$250
120
BREAK EVEN SALES
$626, 552
Total Accessories
8%
$16,000
$194
82
Total Accessories/ Footwear
23%
$46,000
$222
207
TOTAL OPERATING EXPENSES
$363,400 $373,400
Total Apparel/ Accessories/ Footwear
90%
$180,000
$232
566
+ PROJECTED NET INCOME
$158,250 $173,000
= TOTAL
Total Resort
10%
$20,000
$120
167
$521,650 $546,400
Total Apparel/ Accessories/ Footwear/Resort
100 %
$200,000
$176
1137
/ GROSS MARGIN % BREAK EVEN SALES + PROJECTED NET INCOME
Six month plan – projected sales
MD% TO/ MO.
MONTH
%
*SALES $
SEPTEMBER
8%
$72,000
3.14
OCTOBER
9%
$81,000
3.00
$16,20 0
20.0%
NOVEMBER
10%
$90,000
2.90
$18,00
20.0%
DECEMBER
11%
$99,000
2.70
$24,75 0
25.0%
JANUARY
7%
$63,000
3.30
$12,60 0
20.0%
FEBURARY
8%
$72,000
3.00
$14,40 0
20.0%
TOTAL
53%
$477,000
$30,75 0
58.3%
$640,480
58.3%
$363,400 $373,400
TOTAL OPERATING EXPENSES = (SELLING + GENERAL & ADMINISTRATIVE EXPENSES)
MD $
$373,400
yearly projected profit and loss statement
ACCORDING TO PROPERTY MANAGEMENT, THE MONTHLY AVERAGE YEARLY SALES FOR THIS LOCATION ARE: **STOC K TO SALES RATIO
58.0%
YEAR 2
$363,400
GROSS MARGIN $
$521,650
-TOTAL OPERATING EXPENSES
$363,400
NET INCOME BEFORE TAXES
$158,250
- INCOME TAX – 20%
$31,650
NET INCOME
$126,600
BEST seller Skills Observation Visual Perception Trend Forecasting Critical Thinking
Monitored and interpreted trends at the introduction stage for future product development. Utilized observational and analytical skills to spot the menâ&#x20AC;&#x2122;s Prada belted cardigan in Fall 2010 for further development into Spring 2011.
fashionmarketing
Fit & Wearability What would you wear it with? How does it Fit?
Italian sizing
Paired with?
Dress shirt, tee-shirt, henley, sweatshirt, jeans, dress trousers, dress shoes, sneakers, accessories
Texture
LUXURIOUS, COMFORTABLE, WRAM The look: Elegant, smart attire that travels seamlessly from the office to a night on the town
Shirts
BODY IMAGE Communicative
Communicates your fashion knowledge
Mirroring
Decorative and draws attention to the wearer.
Jewelry
Pants
Shoes
FASHION styling fashion trends bloomingdales design contest window display group photo shoot personal photo shoot magazine editorials
fashionmarketing
FASHION trends
report Skills
Fashion trend industry knowledge Market research Trend Analysis Critical Thinking Observation Visual Perception
Developed a trend forecasting book for Spring/ Summer 2001 that increased awareness of visualization as a tool of analysis and communication fashionmarketing
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BLOOMINGDALES design contest Skills Creativity Visual Design Teamwork
Bloomingdaleâ&#x20AC;&#x2122;s sponsored a design competition open to all fashion merchandising students for ArtRageous: A fall charity shopping event. Out of organic elements came my vision of Mother Nature. fashionmarketing
WINDOW display Skills Teamwork Time Management Styling Elements of Design
With a group of peers designed and developed a window display in honor of WORLD AIDS DAY into an enticing visual presentation that portrayed the RED RIBBON as an accessory. fashionmarketing
PHOTO SHOOT group Skills Teamwork Time management Art Direction Styling Techniques
Participated in a group photo shoot with classroom peers and the styling instructor. Worked side by side with the team, the model and the photographer. fashionmarketing
GENTLEMENS CLUB PHOTOGRAPHY by MARC RICHARDS ! MAKEUP by JAVIER MARTINEZ ! HAIR by SADY INC
PHOTO SHOOT personal Skills Teamwork Time management Art Direction Styling Techniques
Produced and styled an editorial photo shoot Developed a trend concept, selected merchandise hired a model, makeup and hair stylist and photographer Based on the Bayou trend for Spring 2010. Captures the emotional state after a brief love affair.
fashionmarketing
LOVE GONE BY
Stylist: Adrian Rentas Photographer: Jessica Kurtznus Makeup artist: Felix Torres Models: Sophia Lenore Halfmann
MAGAZINE editorial Skills Layout Design Trend Forecasting Fashion Writing
Utilized styling, trend forecasting and fashion writing skills to create magazine editorials. fashionmarketing
TH AN K Y OU F OR VIEW ING PHOTOGRAPHY by MARC RICHARDS MAKEUP by JAVIER MARTINEZ AIR by SADY INC
fashionmarketing
DISCLAIMER &contributors Contributor Projects Advertising Campaign Creative Business Plan Trend Forecasting Book Magazine Editorials
Disclaimer Trademark/brand/company logos (where utilized) are being used for the execution and completion of school assignments only and do not represent work completed for the respective company as an actual client, it is neither the intention of the school nor the student to misrepresent such relationship.
fashionmarketing