CONTENTS
3 Company Overview 4 Target Market 5 Customer Profiles 8 Competitors 9 Collection Inspiration 11 Color Trends 12 Fabric Trends 13 Collection Line-up 15 Technical Specifications/ Costing 36 Assortment Plan 38 Packaging Collateral 39 Manufacturer 40 Promotion 42 Product Launch
COMPANY OVERVIEW
Mara Hoffman founded her eponymous label in the year 2000, directly after graduating from Parsons School of Design in New York City. Privately owned since then, the lifestyle brand encompasses Women’s Ready to Wear, Swim-wear, Children’s wear, and Bridal. Historically known for her signature prints and silhouettes, Hoffman’s compass today points toward simpler, textural pieces that accentuate the human form, highlighting powerful feminine aesthetics. Hoffman, both the company’s President and Creative Director, is a true, living embodiment of her designs, taking inspiration from her own travels around the world as well as the beauty in everyday experiences. Headquartered in New York City with her close-knit team, Hoffman strongly believes in mindful and conscious practices, which are at the crux of the company’s ethos.
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TARGET MARKET
DEMOGRAPHIC - Female -Age: 18 - 45 -Middle to Upper class -Highly educated -Income: $70,000+ -Inspired by nature, mythical tales, travels, different tribes and ethnic groups PSYCHO-GRAPHIC -Daring and bold personality -Globally conscious -Well-traveled - Loves to discover different world cultures and traditions -Aware on current social and environmental issues -Loves to make a statement with bold and unique clothing
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JESSICA
Age: 24 Income: $80, 000 Degree: B.F.A in Jewelery from California College of the Arts Career: Owns jewelery boutique Residence: Los Angeles, CA Marital status: Single Hobbies: Yoga, photography, traveling. Personality: Smart, creative, confident and comfortable in all aspects of her being. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between Currently listing to: The xx
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KAIA
Age: 26 Income: $110,601 Degree: B.F.A in Architecture from The Savannah College of Art and Design Career: Architect in Gensler Architects. Residence: Miami,FL Marital Status: In a relationship Hobbies: Painting, going to the movies, reading romance novels and running. Personality: Kaia is fully committed to her job, is really hard working and usually works late. She loves technology and is into vegan cooking. She is a girl who values friendships but keeps her social circle limited, and finds people who will nourish her mind. She also loves traveling to exotic destinations. Favorite TV show: Girls
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SYLVIA
Age: 33 Income: $130,000 Degree: Business degree from Carnegie Mellon University Career: Strategy Manager at Amazon Residence: Seattle, WA Marital Status: Married Hobbies: Scuba diving, hiking, and wine tasting. Personality: Sylvia has traveled around the world since she was a little girl with her family, but she now focuses on her job and on her new family. She likes to think about the future and is really interested in new technological advances. She also enjoys games that will nurture her mind like sudoku and puzzles. Favorite drink: Merlot wine
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COMPETITORS
- Eres -Marysia -For Love and Lemons -Solid & Striped -Vitamin A -Acacia Swim wear
PRICE
- Zimmerman
QUALITY 8
COLLECTION INSPIRATION
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COLOR TRENDS
According to WGSN’s Color and Trend Report for Women’s Swim wear S/S17, this season will be very popular with intense tropics; flora and fauna. Inspired by dense jungles and vibrant rain forest landscapes. Prints across bikinis and swimsuits make use of black grounds, making lush palms and exotic florals pop. Tropical motifs, and the flora and faun take on darker shades of colors, creating a more intense aesthetic for S/S 17. Palm patterns, cascading ruffles and electrifying colors bring vibrancy to designs. In this eclectic mix of tropical styles, beachwear looks partner up with sleepwear, blurring the line between day and night.
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FABRIC TRENDS
Organic Cotton
Purist Linen
Exotic nature up-close reveals extraordinary surfaces. Skins and shells from tropical vegetation, fruit and vegetables are replicated in carved, chipped and overlapped forms. Construction connects with global craft, updating basketry weaving, binding and knotted openwork with both traditional and unconvenCotton Voile
Recycled Polyester/Spandex
tional materials and techniques. Sustainable design is also vital, as discarded plastic and waste is re-purposed into uniquely beautiful luxury products or alternatively possesses a coastal beach combed look.
Recycled Nylon/Spandex
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COLLECTION LINE UP
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TECHNICAL SPECIFICATIONS/ COSTING
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#1 MAGNETA ABSTRACT BIKINI SET
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DELIVERY 1 (MAGNETA ABSTRACT PATTERN)
DELIVERY 2
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#2 HIGH WAISTED LILY BIKINI SET
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DELIVERY 1 (BRIGHT ORANGE LILLIE’S PATTERN)
DELIVERY 2
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#3 BURNT ORANGE FULL SWIM
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DELIVERY 1
DELIVERY 2 (BOLD ROSE FLOWER PATTERN)
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#4 BOLD ROSE FLOWERS MONOKINI
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DELIVERY 1 (BOLD ROSE FLOWER PATTERN)
DELIVERY 2
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#5 MANGO OFF-SHOULDER GOWN
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DELIVERY 1
DELIVERY 2
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# 6 VERDANT GREEN SWIM ROBE
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DELIVERY 1
DELIVERY 2
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#7 LILY PATTERNED ROMPER
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DELIVERY 1 (BRIGHT ORANGE LILLIES PATTERN)
DELIVERY 2
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#8 LUSCIOUS GREEN PANTS
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DELIVERY 1
DELIVERY 2
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#9 BLACK PLUM/BOLD ROSE SARONG
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DELIVERY 1
DELIVERY 2 (MAGNETA ABSTRACT PATTERN)
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#10 VERDANT BIKINI SET
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DELIVERY 1
DELIVERY 2 (MAGNETA ABSTARCT PATTERN)
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ASSORTMENT PLAN
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PACKAGING COLLATERAL
PACKAGING
HANGTAGS
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MANUFACTURER
All styles will be manufactured at Good Clothing Company Inc. Contact Details: GOOD CLOTHING COMPANY INC, 681 FALMOUTH ROAD, UNIT C-11, MASHPEE, MA, 02649, UNITED STATES508-419-6152GOODCLOTHINGCAPECOD@GMAIL.CO Good Clothing Company uses environmentally sustainable production practices, and pay their workers fairly for their skilled labor. We feel that this company perfectly aligns with Mara Hoffman’s principles of sustainability.
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PROMOTION
Mara Hoffman store front display 40
Landing web page
Social media platforms
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PRODUCT LAUNCH Where: The Drift rooftop Gansevoort Hotel, 420 Park Avenue South (at 29th Street) , New York, NY 10016 When: April 16, 2017 Time: 12:30pm-3:00pm How much: $230,000 People: 150 Description: Brunch at The Drift to launch the Resort Spring 2017 Swim wear Collection. Upon arrival, guests will enjoy complimentary Prosecco at the Rooftop. The event will provide brunch tapas, cocktails and bags with free takeaways that will include basic Mara Hoffman swim wear. Mara will open the event with a speech taking about the theme of the collection, inspiration and the mission of using sustainable materials for all the pieces; then Solange will put the mood on the scene.
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