lifsstil FASM 310-‐Private Label Line Development Bri:ney M Wooten
logo o  Lifsstil meaning lifestyle in Icelandic. o  The logo is simple, but also reflects the fun and laid-back image of the brand.
Brand
image
o Lifsstil is eclectic, laid-back, fun, and has good quality products as well as fit. o In the future there will be a private label within the brand of Lifsstil that offers products that are actually constructed with authentic vintage textiles. o Marketing plans: Internet Lifsstil.com, Twitter, Facebook, blogs, word of mouth, events, and celebrity exposure. Any printed advertising will only be done within Lifsstil stores. o Inspiration: Urban vintage: fashion, movies, music, film, arts etc.
Target Market o Young women ages 18-30 interested in music, film, art, and fashion. Generation Y. o Seeking urban apparel & lifestyle products with a touch of vintage feel. Lifsstil customers want clothing that is good quality and stylish, at moderate prices. o Mostly city girls, but not necessarily. o Psychographics: Energetic, fast-paced lifestyle, educated, love technology, rely on word of mouth, diverse, cultural, laid-back, but very fun. o Students or working in creative field. o Income: $30,000+
Competitors
Lifsstil girls
Lifsstil Mission o  Our mission is to meet the wants and needs of our customers, by providing an eclectic mix of apparel and lifestyle products.
Line
concept
• Price range: $68-100 • Sizes: SML • Body type: Rectangular, Triangle, Inverted Triangle • Silhouettes: Loose and fitted • Lifsstil customers are young women between the ages of 18 and 30. So they are most likely more triangle, inverted triangle, or rectangle shaped.
Assortments/Price o Spring/Summer 2012 o Price Ranges: o o o o
Tops: $68-$78 Bottoms: $54-100 Overall MU: 64% Sizes: SML
o
Textiles: Denim, Chiffon, Lace, Cotton, Rayon, Eyelet, Mesh, Chambray, Poplin, Herringbone, Lycra/Wool, Mud Knits, Crepe, Burnout, Lace, Jacketing etc.
Assortment • Tops, Shorts, Jeans, Pants • Volume: 1221 SML • 1st delivery: Tops, Pants, Shorts, Skirts 2nd delivery: Shorts, Tops, Skirts, Jeans
Trends
for
first delivery
spring
2012
L
ifsstil S/S 2012 delivery 1 fuses inspiration from the 70’s into modern urban vintage silhouettes. Loose and fitted cuts are made to flatter most body types. A mix of light and heavier fabrications make these garments wearable throughout the entire year.
lifsstil
First Delivery Concept Board
First Delivery
fabrics o Textiles: Denim, Chiffon, Lace, Cotton, Rayon, Eyelet, Mesh, Chambray, Poplin, Herringbone, Lycra/Wool, Mud Knits, Crepe, Burnout, Lace, Jacketing etc. o Prints: Floral, Multi. o Closures: Buttons, Zippers, Hook/eye, Crochet Lace Trim
Trends
for
second
delivery
spring
2012
L
ifsstil S/S 2012 delivery 2 fuses inspiration from the 70’s into modern urban vintage silhouettes. Loose and fitted cuts are made to flatter most body types. A mix of light and heavier fabrications make these garments wearable throughout the entire year.
lifsstil
Second Delivery Concept Board
2nd
Delivery
Fabrics o Textiles: Denim, Chiffon, Lace, Cotton, Rayon, Eyelet, Mesh, Chambray, Poplin, Herringbone, Lycra/Wool, Mud Knits, Crepe, Burnout, Lace, Jacketing etc. o Prints: Multi, Floral, Stripes o Closures: Buttons, Zippers, Hook/eye
Woven
label
• Flat-‐sHch all around. • Rayon Label. • Logo embroidered on label. Size etc. is printed. • Size, fiber contents, origin, and washing/care instrucHons are printed and a:ached to the main label.
Hangtag
• • • •
Size: 2in x 3in Front cover shows product and product name. Under front cover flap is product descripHon: size, style#, color, content, origin, price. Back of product descripHon flap shows brand logo.