Peng portfolio page by Angela Peng

ANGELA PENG Luxury and Fashion Management

CONTENT

01 Fashion Promotion Project: Kate Spade brand extension

* Underlined text links to the online portfolio

Brand Building Project: Rolls Royce 6P's strategies in the next 10 years

Global Supply Chain Strategy Project: Mock brand BaseLayer

Marketing Plan: Mock luxury activewear brand J.Luxe

Fashion Design Projects: 1. Play 2. Exposed Graffiti 3. Deconstruct Hightech

Website Design Project: Mock brand Pawsonal Space

Trend Analysis: 1.Fashion Journal/

Trend Analysis Project: 2016 2. Trendbook: The Modern Treat 2019

Fashion Promotion Kate Spade brand extension will outline marketing and media strategies for Petite Sweets by Kate Spade (Dessert shop placed in Kate Spade Stores). With an aim of attracting existing and new customers into the stores, this innovative shop-in-shop experience fits perfectly in Kate Spade target customersâ&#x20AC;&#x2122; lifestyle. A commercial was produced with assistance from students major in Fashion, Film, and Performing Art. This project was also selected by SCAD to present on the wall of Luxury and Fashion Management Department Hall.

Cast

STORYBOARD The main idea of this campaign video is to bring happiness to people through the introduction of Kate Spade's new brand extension. The scene begins with colorful balloons attached to Kate Spade's signiture pink boxes floating into the sky. Balloons pop and boxes fall. Each gift box drops into different girl's life and bring them surprising moment. Each story scene is playful in order to maintain the fun aspect of the brand image. This 53- second commercial will successfully catch the viewers' attention, raise their curiosity, and make them feel that a little something sweet from Kate Spade could brighten their lives. Click to see commercial

Picnic gril 1 Picnic girl 2 Picnic girl 3 Couple (boy) Couple (girl) Biker Swimmer Dog

Olivia Ao Sylvie Baggett Aleyna Moeller Shang Wu Angie Weiss Claire Bakus Ines Bacelo Katie

Creative Director Producer

Angela Peng Fang Ben, Angela Peng, Chelsea Chu

Director Director of Photagraphy Art Director

Fang Ben Chaoyi Zhang Angela Peng

Casting Editor Music Source Assistant

Vicky Lin Zhiming Zhang â&#x20AC;&#x153;Sunny Dayâ&#x20AC;? by Joy Williams Charlie Tsai

Additional Digital Media: Facebook and Instagram are to be used to create connections and discussions with customers. Print advertisement will be placed in two different categories of magazine, Vogue and Sweet Paul. Billboards mainly show different cake designs along with Kate Spade tableware. The mood of the pictures bring people fresh and happy air as well as great appetite. Elements such as the donut swimming ring, balloons and Kate Spade boxes that are appeared in the commercial will also be used in the billboards to create synergies among different platforms.

CAMPAIGN TRACKING Campaign tracking is divided into two steps: during campaign and end of campaign. During the campaign, about 350 survey will be collected from random people in SoHo, and another 300 survey will be collected from VOGUE and Sweet Paul readers. Analysis on “how many people have seen the Petite Sweets ad?” and “did they remember the brand’s message?” will help to evaluate consumers’ ad awareness. Secondly, it is important to know how strong the brand associations are by asking “when thinking about petite cake, what brands come to mind?” If people have higher brand awareness, it increases the cakes’ sales. In addition, it is necessary to know whether the ad increases people’s buying predisposition. During the end of campaign period, digital media will be evaluated on whether it has created the effective and powerful influence through the number of viewers, followers, likes, times of retweet and visits per day on Kate Spade website and physical store. Petite Sweets by Kate Spade will have a bright future ahead. With revenue coming from the first bakery and additional investment from Kate Spade, an expansion rate of 3 stores per year is completely feasible. We will first expand within New York City, the home base

for Kate Spade and Petite Sweets. Once we have Petite Sweets in all 6 New York based Kate Spade stores, we will expand to other major U.S. metropolitan cities such as Chicago, San Francisco and Miami. What is more, Petite Sweets will also increase its product and service offerings in the future. Instead of focusing solely on petite cakes, Petite Sweets will also make custom regular sized cakes for its customers, where customers can select from hundreds of Kate Spade themed cake designs, flavors and ingredients. Select Kate Spade stores will also offer catering services to events such as graduation celebrations, weddings and birthday parties. The success of Petite Sweets will enhance Kate Spade’s brand image and bring in additional traffic and sales to the brand, especially the home and tableware departments, where Kate Spade is lacking momentum at the moment. Finally, we recommend Petite Sweets to establish its own production facilities and distribution channels in order to maximize its profits and maintain control over efficiency and quality. Petite Sweets will become a dominant player in the dessert market, and it will benefit the Kate Spade brand in ways beyond our imaginations.

Marketing Project J.Luxe (mock activewear brand) provides innovative high-tech products, offering pieces that combine the power of jade infused fabrics and resistance bands, to create products that lift, shape, and tone the body, while simultaneously maintaining cool body temperature to keep the wearer comfortable while performing daily activities. Through market research and analysis, production identification, brand collateral, and marketing mix, as a group we developed a sophisticated marketing strategy for the unique type of product within the U.S. market.

"PICK YOUR STONE" The name “J Luxe” is derived from prominence of jade throughout the collection and the luxurious factors the line offers. J. Luxe marketing strategies have been created to build brand awareness and both promote and reinforce premium product desirability and exclusivity of the company’s distinct line of apparel. J. Luxe will showcase product features and benefits across a wide range of communication channels as strategies for both online direct sales through the J. Luxe website, as well as our wholesale to retailer marketing campaigns. Across all channels there will be consistency in brand content. Pir "pick your stone" campagin will drive sales and brand affinity to gain an advantage in all stages of customer experience. Owning J. Luxe signifies that a customer is in a distinctive segment of society where exclusivity, style, and superior design intersect.

Website Design Mock brand Pawsonal Space is a sophisticated pet friendly and fashion boutique for dogs, cats and their owners. Inspired by fashion, nature, and contemperary industrial design, Pawsonal Space aims to create modern pieces that focuse on quality and are timeless for both pets and pet lovers. Mission statement: To bring you a modern and progressive lifestyle with high quality products including apparel, accessories, and homeware, which are designed for modern pets and their owners.

Primary Audience: Pawsonal Spaceâ&#x20AC;&#x2122;s primary consumers are pet lovers who treat their pet as a human and part of the family. Leisure activities and traveling are things they would enjoy doing with their pet. They shop for style and comfort while living a casual, healthy, and high quality lifestyle.

Brand Building Project The main objective of this project is to propose brand building strategies for Rolls-Royce in the next ten years. It is pre-eminent for Rolls Royce to maintain its existing association along with creating new associations. Hence, this proposal will focus on an ethnocentric approach for analyzing ways in which Rolls Royce would incorporate current trends in the automobile industry, thereby maintaining brand loyalty, awareness, and making new association along with preserving the old ones. The proposal covers challenging aspects that need to be considered in order to elevate Roll Royceâ&#x20AC;&#x2122;s brand equity without diluting the brand density, which is required for the brand image.

GOALS & OBJECTIVES 1. Build new brand associations to further strengthen the brand image

2. Respond to the current electrification trend in the automobile industry

3. Remain relevant through new technology and model introduction while maintaining the current level of exclusivity 4. Provide customer with the unmatched bespoke opportunities

5. Provide the ultimate luxurious driving experience with superior comfort

of its existing and new customers. Hence, it is quintessential that Rolls Royce stays true to its traditional luxury roots while pushing the boundaries to employ optimum technology.

STRATEGY OVERVIEW

The future of ultra-luxury car market will be a very complicated and exciting one for Rolls Royce. As more and more new money is being generated around the globe, Rolls Royce has an opportunity to target new customers in both mental and market space. Many ultra-high net worth individuals are self-made and young entrepreneurs who appreciate luxury vehicles that glide effortlessly in its poetic tone, as well as enhance their driving and back seat experiences. With the increase in longevity of human population, to the extent that the percentage of people over 65 will be 17% in the year 2050. (compared to 8.5% in 2016) Rolls Royce has the opportunity to retain the loyalty

Two of the most important technologies for Rolls Royce in the next 10 years will be electrification and AI integration, both of which have set unstoppable trends in the luxury auto industry. This propels Rolls Royce to be creative in the integration and execution of these technologies while mainting its craftsmanship and artistic approach. This will truly build up their brand equity instead of blindly following trends that could dilute the brandâ&#x20AC;&#x2122;s focus. Brand equity can be elevated through the introduction of new product offerings along with value additions, which is further dweled upon using the 6Pâ&#x20AC;&#x2122;s strategy.

Purpose:

To preserve and enhance the artistic expressions through luxury on wheels.

Product

Introduce at least one electric model in the next 10 years For Rolls Royce, the introduction of electric vehicle will not simply be for the sake of following industry’s trends, an electric Rolls will be quintessentially Rolls Royce and add value to our clients. Electrification will make Rolls Royce vehicles more silent, more comfortable to ride in, and better to drive because of its low center of gravity which enhances stability. In addition, electric motors will require much less maintenance, which makes the ownership of Rolls Royce more convenient and pleasant.This product will cater to the growing customers self-driven demand and opens opportunities in countries like Saudi Arabia that has just provided women with the right to drive. Along with the old models of Wraith and Dawn our new Coupe and SUV will provide customers with a perfect self-driven experience and the Phantom will provide the ultimate cocoon experience.

The second idea is to Integrate artificial intelligence into all models (“AI service” and “AI driver’s safety.”) To build Rolls Royce’s brand equity, establishing refreshing and strong brand associations will be key. We will collaborate with IBM on the integration of artificial intelligence, and IBM’s “Watson” AI system will be a valuable addition to our already strong product offering. An association with IBM will promote progressive brand associations that allows Rolls Royce remain relevant. In addition, we want to leverage on Rolls Royce’s glorious past, especially Rolls Royce’s R-engine which played a major role in speedrecord-setting by Bluebird. Along with silence, promoting new associations with power, speed and innovation, which are important to the next generation of consumers is the key. To successfully integrate AI into the entire Rolls Royce experience, we have developed two main usages for the technology: “AI service” and “AI driver’s safety.” AI service allows any Rolls Royce vehicle to detect services or repairs that are due, unnoticed and report them automatically to the local dealership, who then contacts the owner to arrange for service pick-up and courtesy vehicles, making servicing the vehicle hassle-free and timesaving for the owner. AI driver’s safety will be an intelligent system with multiple sensors to detect driver’s health condition, which makes sure the driver of the vehicle is in

good condition to drive the vehicle. Knowing the health condition of oneself or that of their chauffeur's will give Rolls Royce’s owner the peace of mind before they get on the road. It also detects health issues like a stroke and stops the car so an accident can be prevented. A new product that is more appealing to younger customers like a Mid-size SUV or a Coupe in both electric and gasoline. This will depend on the success of Rolls Royce’s first ever SUV; “Cullinan” in 2019. The midsize SUV and Coupe will be equipped with gears for leisure, travel and daily transportation.

Placement: Expanding brand presence in developing markets is key for Rolls Royce due to the growing income and spending power in developing countries. In addition to technologies, Royce Rolls will expand its presence in developing markets such as China, India, and Brazil. Regions such as AsiaPacific and Latin America are seeing tremendous growth in terms of the share of global wealth and the number of billionaires according to Statista. It is important to establish strongholds in these upand-coming markets in order to capitalize on the sales potential later on without diluting the brand density.

People: An addition of focus on service personnel apart from the existing craftsmen in the Goodwood factory (future electric vehicles will not require as many workers to produce). The use of customers as a brand builder is important as they are part of the designing process. Top clients can be leveraged during private events to promote the new Coupe and SUV as even the rich admire the richer.

can be turned to an advantage. As one of the senses is lost another gets elevated. So the constellation on the ceiling of the car can be made to move or other aspects of the car can help enhance another sense to compensate for the lack of engine sound. Social media platforms can be leveraged to play micro-video focusing on product uniqueness and excellence along with instilling new brand associations.

Pricing:

Promotion codes would be very private and discreet, which only the connoisseur car enthusiasts will associate with. The Rolls Royce club would be a synonym to secrecy and using this club we will promote the brand rather than rely on endorsements.

Promotion:

The purpose of the brand promotion is to instill excellence, uniqueness, high-tech and artistic expression in the minds of customers through the focus on artistic videos of product making, the focus on bespoke services and the silent powerful engine.

The pricing structure will remain largely unchanged. Pricing for the electric model will remain exclusive and on the very top end of the electric car market.

Leverage on brand associations of the past, as Rolls Royce used to be a pioneer in car engine technology. This will provide the associations of speed and power along with the existing silent aspect. Build brand associations with AI technologies such as IBMâ&#x20AC;&#x2122;s â&#x20AC;&#x153;Watsonâ&#x20AC;? which will provide associations with high-tech innovation.

The promotions would be conceptual and will rely on silent power and leverage the culture of British heritage and royalty with an ethnocentric approach.

Launch events for VIP clients that offer test drive and pre-ordering services for the new Rolls Royce electric or gasoline cars. Polysensuality - along with the replacement of V12 engines with electric engines the music of the engine would be replaced as well, thus, an important aspect of the car is lost. However, this

LUXURY INGREDIENTS (6P'S)

Supply Chain Strategy Through design, development, fabric and raw material sourcing to logistics and distribution, this project will outline supply chain strategies developed for the mock sports underwear brand BaseLayer. As a team, we have profiled four different countries, analyzed the production and exportation capabilities of each, created tech packs for our products, research and identified key sourcing guidelines, created cost sheets, identified and determined shipping routes and logistics suppliers, and finalized the distribution route of the products in Base Layerâ&#x20AC;&#x2122;s range. We will take you through the steps of creating a womenâ&#x20AC;&#x2122;s athletic lingerie brand, with products that range from sports bras to seamless thongs to athletic shorts, that adheres to environmental responsibility in all stages of the supply chain, while still creating a product that resonates with our identified consumer demographic.

MEET BaseLayer Designed out of our studio in Manhattan, New York, BaseLayer is aimed at creating second-skin intimates for women. Because we understand where that a womanâ&#x20AC;&#x2122;s day can take her everywhere and anywhere, each of our pieces is focused on functionality â&#x20AC;&#x201C; meaning these pieces can go wherever she goes. Each piece is designed to withstand any athletic activity and to support all activities that BaseLayer wants to support. BaseLayer is designed to move with her body and help the wearer achieve optimal comfort, vitality, and health. We strive to create comfortable intimates for women, with a keen focus on luxurious, smart textiles that work with the body rather than against it. Because we understand that your life is in your environment, all our sourcing in our company is eco-conscious. We believe in utilizing responsible manufacturing processes to create pieces that are beautiful for both your body and the environment.

Wholesale Price:

Seamless Thong

Yoga Shorts

Athletic Boyshorts

Seamless Wirefree Bra

85% Recycled Polyester, 15% Cotton

100% Recycled Polyester and Spandex

90% Polyester, 10% Spandex

100% Recycled Polyester and Spandex

Cost Per Country By Item

Seamless Athletic Thong: $15 Yoga Shorts: $30 Athletic Boyshorts: $20 Seamless Wirefree Sports Bra: $45

Highest cost to lowest Cost Per Country by Item: Item Image

Turkey Cost Margin $ 4.056

China Cost Margin $ 3.711

73.0%

$ 10.744

75.3%

$ 9.050 64.2%

$ 7.666

69.8%

61.7%

64.4%

71.0%

65.5%

71.0%

$ 6.073 67.9%

$ 13.027 66.4%

78.7%

$ 8.706

$ 6.428

$ 15.125

Hondurus Cost Margin $ 3.194

78.7%

$ 8.706

$ 6.907

$ 16.035

Guatemala Cost Margin $ 3.202

69.6%

$ 13.026 71.1%

71.1%

BaseLayer LINE PLAN LINE PLAN STYLE # #BL101 #BL102 #BL103 #BL201

SEASON

NAME Seamless Athetic Thong Yoga Shorts Athletic Boyshorts Seamless Wire Free Sports Bra TOTAL

SP/SU JAN Quantities

30000 15000 18000 20000 83000

SS2019 Fall/ Winter

FEB

SUMMER MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

HOLIDAY NOV

DEC

Quantities

30000 15000 18000 20000 83000

30000 10000 18000 20000 78000

40000 10000 15000 25000 90000

40000 15000 15000 22000 92000

40000 10000 15000 17000 82000

40000 10000 15000 18000 83000

20000 7000 10000 18000 55000

30000 13000 15000 20000 78000

TOTAL

40000 20000 25000 30000 115000

400000 150000 200000 250000 1000000

Wholesale

Cost

Per Unit

Total

Per Unit

Total

$ 15.00 $ 30.00 $ 20.00 $ 45.00 $ 27.50

$ 6,000,000.00 $ 4,500,000.00 $ 4,000,000.00 $ 11,250,000.00 $ 6,437,500.00

$ 3.19 $ 8.71 $ 6.07 $ 13.03 $ 7.75

$ 1,277,600.00 $ 1,305,900.00 $ 1,214,400.00 $ 3,256,500.00 $ 1,763,600.00

Average

Four basic styles from BaseLayer S/S 2019 collection will be launched at the beginning of the year. Each style will be replenished on a seasonal demand. Demand remains relatively even throughout the year, with higher demand in holiday and summer seasons.

SOURCING

Through extensive research and discussion, our team has selected Turkey, Honduras and Guatemala as our production countries. Reasons include proximity to our intended markets (good lead times), cheap labor costs, possible expansion into the European market, good sourcing guidelines and low overall end costs. We have eliminated China because of the high transportation costs and long lead times of the nation. Also, China’s rising labor costs prove to be a concern among our team members. Moreover, China’s growing domestic market is eating up a lot of the nation’s production capacities, which will be troublesome in our future operations. We have explored many options for our potential manufacturers in Turkey, Honduras and Guatemala, and we have selected the best suppliers in each country based on our supplier analysis and rankings. Ripsa of Guatemala, Narkonteks of Turkey and Manufacturas Villanueva of Honduras are selected as our final manufacturers because they satisfy our requirements in categories such as abilities, capacity, lead-time, quality, sourcing guidelines, additional services and strategic outlook.

PLACEMENT

Average

Margin Margin % $ 11.81 $ 21.29 $ 13.93 $ 31.97 $ 19.75 Average

78.71% 70.98% 69.64% 71.05% 73% Average

LOGISTICS

Logistics providers have been examined based on inventory management capabilities, order turnaround time, pick and pack services, value added services, costs, size and locations. Based on the responsiveness and rankings of the dozens of 3PLs we explored, we have selected OIA Global, DSV Global and Taylored Services as our final partners. Besides their high rankings on the categories above, these three logistics providers are responsive to our inquiries, have highly sophisticated IT systems and are highly specialized in the apparel and retail industry. Handing over the logistics function of our company will also prove to be cost efficient in the future, because our initial low volume will not be able to justify the large expenses associated with owning warehouses and distribution centers.

DISTRIBUTION

Distributions channels have been thoroughly explored and discussed among team members, and we all agree to make our products highend and highly accessible at the same time. Therefore, we chose four categories of distribution channels to maximize our exposure to our customers and make shopping our brand easy for them. These four categories include own online store, third party online retailers such as Net-A-Porter and Farfetch, luxury department stores such as Neiman Marcus and own boutique stores in high-income metropolitan areas.

SUPPLY CHAIN STRATEGIES

Fashion Design This is a collection designed for Rag & Bone F/W 2016. PLAY is inspired by the classic Snake Game, combined with a sense of 1960sâ&#x20AC;&#x2122; sportswear. This collection successfully captured the essence of Rag & Bone aesthetics through thoughtful designs and selection of fabrics and colors. The retrospective and archaic feeling are evoked in the customersâ&#x20AC;&#x2122; mind in a playful way.

A complete line of products (24 pieces total) developed for Rag & Bone F/W 2016.

Exposed Graffiti Inspired by graffiti and historical artworks, these two sportswear outfits were made through extensive research, thoughtful design, and professional production.

This is a capsule collection developed for Gareth Pugh womenswear S/S 2015. The concept behind this capsule is deconstruction of high technology, technology error (Glitch) and glitch art. Throughout the process, I created a collection for Gareth Pugh in such a sense that they fit in the modern and future world where technology plays a major role in people's lives.

Deconstuct High-tech

Finally in the end of 18th century, stripe designs have become chic and accepted by the public due to the well-known people at these periods. In 1846, Queen Victoria dressed her little son Albert Edward in a striped sailor suit when boarding the Royal Yacht. Ever since then the public started to adore stripes and they were popularized in paintings, swimmers, navy uniforms (later named as Breton shirt) and eventually the fashion world from mid 19th century. In the beginning of the 20th century, Coco Chanel visited the French Riviera and saw the workers in the marina wearing knit navy and white striped shirts. She was inspired and started to make fashionable items featuring the stripe designs right after the visit. In the late 20th century, striped shirts were adopted by variety of people including artists, movie stars, musicians and many other groups. During the 60s and 70s, stripes recall back from its original

interpretation and were seen as a sense of rebellion.

SION FASHION IS

This section shows two examples from my Fashion Journal 2016, and The Modern Treat Trendbook 2019. The prior one is fashion trend analysis based on historical data and current market perfomance. The second one is a trendbook of the luxury pet product industry. Pets are increasingly being treated and considered a family member. A large range of innovative products and services are making its way out of the fashion and luxury world.

Believe it or not, it was only people who were seen as criminal, crippled and insane worn striped clothing as the pattern of being evil back to the Medieval times. Treachery, rebelliousness and cruelty are some of the words to describe people who worn stripes during this period. Wearing striped garments was socially excluded for a long time before its gradual acceptance by lower classes and seamen in the early modern period.

House of Holland

Dior

FASHION IS A PA S

Fashion Trend Analysis

HISTORY OF STRIPES

Sacai

RUNWAY SHOWS

Stella McCartney

Prabal Gurung

More recently, many designers and big brands are utilizing slogans to tell the world what they think and promote a much more positive attitude and lifestyle throughout their collections. “No Leather and No Fur, Thanks,” read Stella McCartney’s take, again promoting sustainable fashion. Sacai showcased a “Fashion is a Passion,” spliced-together tee. Dior’s first–ever female designer, Maria Grazia Chiuri begins her reign with a powerful “We Should All Be Feminists,” message printed on a t-shirt tucked into the classical long dressy skirt gave public an enjoyable and fresh feeling of the brand’s new image. Plenty of other designers associated this year’s election with their chatty shirts, “Free to Roam” by Holland, and Haider Ackermann’s “Be Your Own Hero” for example. Prabal Gurung is one of the many New York designers who was inspired by the election and created dresses and tops printed in finely wrought script with famous speeches by prominent women.

Your big day

Twinsie Dressing up your lovely pet in a designer jacket is one thing, but to wear the same exact outfits as your pet is something better and more exciting. Topher Brophy and his pup Rosenberg might be two of the greatest minds of our time.

Modern Decor

Builders are making pets a centerpiece of their home designs today. Integrating pets into your home makes it easier for pets to eat, sleep, play, and to be as much independent as possible. In the meantime, it will make your life much easier when your pet has its own room, special showers and tubs, places to stash food and water bowls.

ANGELA PENG Luxury and Fashion Management