A clash of three artists in the high fashion arena of Buckhead. With innovative prints, patterns, and silhouttes Proenza Schouler will give the atlanta customer the edge and uniqueness they crave; in turn the simplicity of the brand makes it everyday wearable. In collaboration with the artist who inspired the Autumn/Winter 2015-16 collection the retail space will be like no other in atlanta with a grand opening that the city of the south will never forget.
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INDEX Pages 5Company & 6 History Pages 7Customer & 8 Profile Pages 9Autumn/Winter & 10 2015-16 Pages 11 & 12 SWOT analysis Pages 13 & 14 Press Release // Mailing list Pages 17Time & and 18 Action Calendar Pages 21 & 22 Staffing/Invitation
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2002
Designers Jack McCollough and Lazaro Hernandez collaborated on their senior project thesis during their time at Parsons School of Design -- soon to be bought in it’s entirety by Barney’s New York
2005
Proenza Schouler is featured in a fashion documentary “Seamless” by filmmaker Douglas Keeve
2009
Proenza Schouler wins the CFDA Accessory Designer of the Year award as well as being featured on the documentary “The Day Before” by filmmaker Loic Prigent
2010
Proenza Schouler is presented with the Fashion Star Award at Fashion Group International’s Night of Stars Gala. Collaboration with filmmaker Harmony Korine to produce an original video featuring the Autumn 2010 collection
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2004
Proenza Schouler wins the inaugural CFDA Vogue Fashion Fund Award
2007
Proenza Schouler won their first CFDA Womenswear Designer of the year award as well as having Valentino Fashion Group buy a 45% stake in their company.
2011
Proenza Schouler announces a partnership with a group of investors including Andrew Rosen and John Howard, as well as winning their second CFDA Womenswear Designer of the Year Award.
2011
Proenza Schouler opens their first store at 822 Madison Aveunue in New York. They also sign a licensing agreement with Iris S.p.A to produce and distribute footwear.
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With the inspiration of Robert Morris the Autumn/Winter 2015-16 collection was born. With the silhouttes being drawn from his structured instullation art, monochromatic colors, and bold patterns the collection has a direct link with the artist.
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STRENGTH More press attention Brand awareness Already established and respected brand Existing cleintelle in Atlanta since other department store retailers carry Proenza Schouler
WEAKNESS High competition Niche market
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OPPORTUNITY New cleints More social media exposure Bigger profits Further expansion
THREAT Other luxury and high end retailers in the area Competition Potential loss of profit if not breaking even
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Proenza Schouler celebrates the opening of the brands latest store in the Buckhead Atlanta location and full collaboration with guest artist Robert Morris. The press release of Proenza Schouler for Atlanta has been dated on August 29th, 2015 at the Buckhead Atlanta shops on the intersection of Pharr Road and NE Peachthree St, doors will open at 8:00PM. Representatives of all the newspaper companies, TV Channels, and free lance jouralists are cordially invited to make this event a success. Coverage of the event is crutial to the success of the event and store opening. WHO: Proenza Schouler WHAT: Store Opening/Collaboration Release WHEN: Set to open next fall WHERE: Buckhead Atlanta (Intersection of Pharr Rd & NE Peachtree St) WHY: Debut of the Autumn/Winter 2015-16 Collection and our in-store collaboration with the artist who inspired the collection, Robert Morris Thank you and see you August 29th, 2015 at 8:00Pm at the Buckhead Atlanta shops. Azra Cerimovic
Proenza Schouler 495 Broadway 8th Floor New York, NY 10012 T 212 343 1360 F 212 343 0216
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Newspaper: Atlanta Business Chronicle Atlanta Intown Atlanta Journal-Constitution Creative Loafing
Online: Atlanta Daily Word Patch
Magazines: The Atlantan Art Papers Edie Jezebel
National: W Magazine WWD WGSN Vogue Harpers Bazaar Interview Magazine Styledotcom Fashionista.com Business of Fashion
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July (5 week plan) Week 1
1. Mailing list finalized (Press) 2. Mailing list finalized (Clients, innovators, early adaptors) 3. Invitation finalized 4. Press Release sent
Week 2
1. Store walk with Robert Morris 2. Final agreement about art placement around shop 3. Merchandise chosen for the store 4. Visual merchandising plan layed out and solidified
Week 3
1. Store walk with Robert Morris 2. Final agreement about art placement around shop 3. Merchandise chosen for the store 4. Visual merchandising plan layed out and solidified
Week 4
Week 5
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1. Catering company list finalized 2. DJ finalized 3. Final check in with Robert Morris on artwork
1. Catering company contacted and date is finalized 2. Art shipped awaiting arrival
August (4 week plan) Week 1
Week 2
1. Art shipped from Robert Morris Studio 2. Merchandise Shipped from Warehouse
1. Follow-up with catering company 2. Follow-up with DJ 3. Follow-up with security team and waiting team
Week 3
1. Final store walk through with Robert Morris 2. Art is installed 3. Fixtures set up 4. Floor merchandised
Week 4
1. Direct catering company to the store 2. Security team and waiting team arrive 3. DJ set up 4. Final Event set up
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Staff
Associate Team Security Team Waiting Team Catering Team Executive Team Marketing Team PR Team
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WHO: Proenza Schouler WHAT: Store Opening/Collaboration Release WHEN: Set to open next fall WHERE: Buckhead Atlanta (Intersection of Pharr Rd & NE Peachtree St)
WHY: Debut of the Autumn/Winter 2015-16 Collection and our in-store collaboration with the artist who inspired the collection, Robert Morris
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Azra Cerimovic