Briana L. Young PORTFOLIO
YOU’D WANT TO SEE THIS.
Briana L. Young My Name is:
HELLO! As
you read above, my name is Briana L.
Young! I studied at Savannah College of Art & Design, with a major in Fashion Marketing & Management. In this portfolio you will see my strongest projects, that I & some group members created. I am PASSIONATE about Product Development, Retail Buying & global sourcing, and I KNOW I can bring some great innovative ideas to your company... So what are you waiting for ?
ME!
HIRE
PORT CONTENTS PRODUCT DEVELOPMENT -TEN FOR MEN(MEN’S ACCESSORIES) -PUNK SHEEK SWIMWEAR (SENIOR CAPSTONE) GLOBAL SOURCING -COMFORT ACT (WOMEN’S ATHLETIC TOPS) RETAIL BUYING -EXPRESS MEN’S OUTERWEAR 6 MONTH BUYING PLAN RETAIL MANAGEMENT -JUICY COUTURE REBRANDING & POP UP SHOP DIGITAL PRESENTATION & TECHNIQUES -ACCENT MAGAZINE (SPY EDITION)
**THERE IS MUCH MORE ! VISIT MY BEHANCE: https://www.behance.net/Brianayoung **LINKEDIN: www.linkedin.com/pub/briana-young/72/32b/489/
P R O D U C T TEN FOR MEN: MEN’S ACCESSORIES
D E V E L O P M E N T
PUNKSHEEK SWIMWEAR
PROJECTS
Spring/Summer '15 Ten For Men is a men’s accessory ecommerce store providing products for fashion forward, urban men between the ages of twenty-five and thirty-five. Men’s accessories is very small segment of the fashion industry and is flooded with ties, socks and bags. Most men prefer to buy products online through ecommerce and mcommerce and are willing to spend a little extra money for better quality items. Men enjoy their accessories to be unique and within a reasonable price range. The variety of accessories being sold in Ten For Men have many different preferred colors/prints, treatments, styles, blends, details and trims.
!
OUR CUSTOMER
Derrick Fisher M -Age 25-35 -He loves quality, but realistically he is only wearing his accessories a season or two, and then he is on to the next trend. He only looks for the product to serve its purpose for the duration of the trend, and that is it. -Our customer is always into the next trend, and is constantly online looking at what’s “new & hot” for the up and coming seasons. -He is really enjoys detail, prints, and patterns and appreciates the time a company spends on finding great fabrics and materials needed to make him look great
28 Single Income: 75K/yr.
31
Eng
Inco Masters degree in Busine Live Lives in: Chicago, IL mo Competitive stores near h Bar H&M, Haberdash, Expres Co Republic, J Crew, Bachrac Ban Warehouse, Sakes Fifth A Ou Armani Exchange Buy Buys men’s accessories 3 mo month Spe Specifically loves to buy: Ha and socks
Lov
MOOD BOARD
CONCEPT BOARD
110
93
94
111
LINE SHEET
LINE SHEET
LINE SHEET
LINE SHEET
LINE SHEET
TECH PACK ZIPPED CLUTCH TECHNICAL SHEET
DESIGN SHEET COMPANY NAME: Ten For Men ADDRESS: Savannah, GA 31401
"Zipped Clutch" by Ten For Men
PRINTS
PAGE #01 STYLE #: BG-16245
EMAIL: tenformenaccessories@yahoo.com GARMENT INFORMATION GROUP NAME: Shopper Bag CLASSIFICATION: Men's Accessories SEASON: Spring/Summer 2015 FABRIC CONTENT: 100% Silk COLORWAY: Funky Forest, Beach Wave, Sunset Orange, Banana Yellow Description: Fold over bag.
Funky Forest
Beach Wave
COLORS Sunset Orange
BSW
Banana Yellow
FRONT
DATE CREATED: 02/07/2013
BACK
SIZES N/A 13 3/4 inches Width 16 inches Length A 5/8 inch seam will be sewn on all sides giving the sewn dimensions as 12 3/4 inches by 15 inches.
DATE MODIFIED:
DATE RELEASED:
CARE INSTRUCTIONS: 55% Linen, 45% Cotton, 100% Leather Wipe clean with a damp cloth or sponge
DETAIL/CONSTRUCTION SHEET COMPANY NAME: Ten For Men ADDRESS: Savannah, GA 31401 LABLE PLACEMENT SHEET COMPANY NAME: Ten For Men ADDRESS: Savannah, GA 31401
PAGE #11 STYLE #: BG-16245 GROUP NAME: Zipped Clutch
CLASSIFICATION: Men's Accessories EMAIL: tenformenaccessories@yahoo.com FABRIC CONTENT: Linen Cotton Canvas, 55% Linen, 45% Combed Cotton COLORWAY: Beach Wave Hang Tag Placement
SEASON: Spring/Summer 2015
PAGE #09 STYLE #: BG-16245 GROUP NAME: Zipped Clutch
CLASSIFICATION: Men's Accessories EMAIL: tenformenaccessories@yahoo.com FABRIC CONTENT: Linen Cotton Canvas, 55% Linen, 45% Combed Cotton COLORWAY: Banana Yellow Interfacing Measurements and Placement
Inside Pocket Placement on Lining
Inside Label Placement on Lining
Close Up View
DATE CREATED: 02/07/2013
DATE MODIFIED:
DATE RELEASED:
DATE CREATED: 02/07/2013
DATE MODIFIED:
SEASON: Spring/Summer 2015
DATE RELEASED:
LABEL & HANG TAG
Labels/Hangtags
114
115
WEBSITE & MOBILE APP Website/ Mobile APP
119
PACKAGING Packaging Sunglasses
Tie
Hat
Bag 120
121
ADVERTISING
130
133
PROTOTYPE
Having big chest and is a very frustrating thing, especially when you want to have decent swim wear that does not expose everything God gave you. The market for conservative swim wear is slim to none. Women are not supported in the right way for their figure, and are honestly falling out everywhere with the swim wear offered today in stores. Let’s be honest, XL does NOT fit true to size, us big chest women need more than that. If we go to the plus size stores the cup size of the swim top fits, but the waist is huge on us (no offense to the plus size women). What about the women who have voluptuous chest but are small in the waist?
MY CUSTOMER -Ages 18 to 35 -Loves being bold, but also appreciates the simple pieces, and loves detail that designers incorporate in their collections. -She is a lady who has been very blessed in certain areas, so she is looking for pieces that compliments her blessings, not exposes them. -She is confident, bold, smart, and loves her swimsuits that give her full coverage. -Punksheek Swimwear customer loves quality, and does not mind spending a bit more to receive that. She is always on the go, and needs versatile pieces to mix & match while she is out of town.
MOOD BOARD
LINE SHEET Mesh Me Yellow Solid Lycra full coverage bra, with a mesh overlay. Sizes:32-38D,32-38DD, 32-38DDD Color: Yellow Price: $120 Style: BLY:1001 Mesh Me Green Solid Lycra full coverage bra, with a mesh overlay. 32-38D,32-38DD, 32-38DDD Color: Sea Green Price: $120 Style number: BLY-1002 Mesh Me Magenta Solid Lycra full coverage bra, with a mesh overlay. Sizes: 32-38D,32-38DD, 32-38DDD Color: Magenta Price: $120 Style number: BLY-1003 Mesh Me Black Solid Lycra full coverage bra, with a mesh overlay. Sizes: 32-38D,32-38DD, 32-38DDD Color: Black 26 Price: $120 Style number: BLY-1003
Yellow Mystery Skulls Skull pattern, full coverage Lycra bra with colored panels Sizes: 32-38D,32-38DD, 32-38DDD Color: Pattern/Yellow Price: $130 Style number: BLY-3001 Green Mystery Skulls Skull pattern, full coverage Lycra bra with colored panels Sizes: 32-38D,32-38DD, 32-38DDD Color: Pattern/Sea Green Price: $130 Style number: BLY-3002 Magenta Mystery Skulls Skull pattern, full coverage Lycra bra with colored panels Sizes: 32-38D,32-38DD, 32-38DDD Color: Pattern/Magenta Price: $130 Style number: BLY-3003 Black Mystery Skulls Skull pattern, full coverage Lycra bra with colored panels Sizes: 32-38D,32-38DD, 32-38DDD Color: Pattern/Black Price: $130 Style number: BLY-3004
LINE SHEET Yellow Bottom Punk Solid Lycra , high waist bottom Sizes: XS-XL Color: Yellow Price: $70 Style number: BLY-5001 Expose me Black Pattern Lycra , one piece with exposed zipper Sizes: XS-XL Color: Pattern with black zipper Price: $140 Style number: BLY6002
Expose me Magenta Pattern Lycra, one piece with exposed zipper Sizes: XS-XL Color: Pattern with magenta zipper Price: $140 Style number: BLY6004
29
Green Bottom Punk Solid Lycra , high waist bottom Sizes: XS-XL Color: Magenta Price: $70 Style number: BLY-5002
Magenta Bottom Punk Solid Lycra , high waist bottom Sizes: XS-XL Color: Sea Green Price: $70 Style number: BLY-5003
Black Bottom Punk Solid Lycra , high waist bottom Sizes: XS-XL Color: Black Price: $70 Style number: BLY-5004
PACKAGING
Mesh Me Yellow Style: BLY:1001
Shipping packaging +Supplier: Uline +Nestable - 30 nested trays
WEBSITE
G L O B A L
S O U R C I N G
WOMEN’S ATHLETIC TOPS TOP MANUFACTURING COUNTRIES FOR KNIT WEAR: PERU,CHINA,PAKISTAN,CAMBODIA
PROJECT
Comfort Act is an E-Commerce Athletic Women’s Wear company, based out of Beaverton, Oregon. We specialize in comfort athletic tops, that gives off energy with the electrifying prints and colors. Our product is for the 20-35 year old woman with a voluptuous figure, that loves to workout often & look stylish doing it.
OUR CUSTOMER
-Age 20-35 -Works out:3-5 times a week -Top Heavy -Loves to look nice working out -Loves bold and bright work out gear
MOOD BOARD
Product Flats
V-Neck Long Sleeve $85 Fabric: 85% Polyester/15% Cotton Single Jersey
Crew Neck Short Sleeve $65 Fabric: 84% Polyester/16% Elastane Double Knit
V-Neck Tank $60 12 Fabric: 85% Polyester/15% Cotton Single Jersey
Crew Neck Crop $45 Fabric: 65% Polyester/35% Spandex
SOURCING GUIDELINES Comfort Act values the Sourcing Guidelines as a foundation of ethical responsibility and excellence. Comfort Act sources products internationally, which means our suppliers, contractors, business partners and employees come from different backgrounds and principles. Comfort Act is committed to providing a humane and sustainable working environment among all aspects of the company. In order to pursue work or business with Comfort Act, employees must agree to terms of the Sourcing Guidelines and Code of Conduct. Suppliers shall communicate Comfort Act’s morals and requirements to all workers during training and evaluating periods. CHILD LABOR Children under the age of 15 or children who are of age to be in school are not permitted to work. Comfort Act suppliers and contractors should adhere to local laws and regulations in regards to child labor. FORCED LABOR Comfort Act suppliers and contractors should make certain workers are employed voluntarily. The use of forced, bonded, or prison labor is prohibited. Comfort Act generates an environment where workers are free from violence, threats, or financial consequences, as well as slavery, human trafficking, or indentured labor.
SOURCING GUIDELINES COMPLIANCE WITH LAWS Comfort Act suppliers and contractors are required to work under local, national and international laws and industry standards in all business facilities. Adhering to these laws ensures the health, safety, and wellbeing of Comfort Act workers, as well as the environment. ETHICAL STANDARDS Comfort Act will not tolerate business partners or workers who disrespect, hurt, deceive, or mistreat others. We value implementation of professional relationships and respectful decorum during and outside of business practices. Workers must adhere to all ethical standards in the code of conduct. DISCRIMINATION Differences in gender, sexual orientation, race, culture, religion, age, nationality, politics and ethnic origin are respected at Comfort Act. Suppliers and contractors are prohibited against discriminatory acts when hiring or working with employees. HEALTH AND SAFETY A healthy and safe environment shall be provided to workers. Comfort Act contractors and suppliers shall follow applicable laws and regulations that ensure access to potable water, sanitary areas, fire safety, lighting, and ventilation. ENVIRONMENTAL STANDARDS Suppliers and contractors are required to adhere to applicable environmental laws and regulations throughout manufacturing, production and distribution facilities. Comfort Act incorporates lean
SOURCING GUIDELINES manufacturing to maintain efforts toward sustainability. WAGES AND BENEFITS Comfort Act suppliers and contractors shall fulfill the legal requirements concerning wages and benefits. Workers are granted payment that is aligned with local industry policies or at the minimum wage amount. Suppliers and contractors will choose the higher amount. Overtime work always shall be compensated in its full rate according to legal standards. MAXIMUM WORKING HOURS Comfort Act business partners shall not exceed local legal limits on work hours. Overtime should be compensated to all workers according to local policy standards. Comfort Act allows workers to conduct business no more than 60 hours per week, which includes overtime. It is the responsibility of suppliers to provide workers at least one day off per week. COMPENSATION Comfort Act enforces all compensation laws in regards to meals, transportation, health care, childcare and medial, family or religious leave. All workers must receive compensation of wages, overtime premiums and benefits. These payments should meet or exceed the rate according to legal requirements or shared agreements. FREEDOM OF ASSOCIATION Employees can freely join or form organizations and have the right to bargain collectively. Suppliers
SOURCING GUIDELINES and contractors are forbidden from unlawfully interfering with these rights that the employees have. It is the responsibility of the suppliers and contractors to communicate with workers if the law does not enforce these rights. HARASSMENT AND DISCIPLINARY PRACTICES All employees must be treated with equally and respect. Comfort Act will never use or tolerate corporal punishment, physical and verbal abuse, sexual harassment or physical, psychological, and cyber bullying. Using monetary methods as a disciplinary practice is prohibited. MONITORING AND COMPLIANCE TRANSPARENCY Comfort Act records should be complete, accurate, and open for suppliers and contractors. Comfort Act shall work with business partners in evaluating manufacturing and production processes. We are committed to improving the effectiveness of our business and quality of our product. INTERNAL Comfort Act will implement and maintain a system for continuously reviewing the ability of all parts of its supply chain to comply with the Comfort Act Ethical Standards. As part of this process,suppliers will be risk-assessed based on available information e.g. self-assessment questionnaires, sites assessments, Comfort Act audits as well as audits carried out on behalf of third parties. Other information such as quality and delivery performance will also be taken into consideration. Comfort Act will use this information to assess both suppliers and manufacturing
SOURCING GUIDELINES sites. The outcome of these assessments will be communicated to the relevant suppliers (and agents where applicable) and will influence our commercial sourcing and purchasing decisions. EXTERNAL Any issues a supplier may have with Comfort Act’s actions in relation to our Ethical Standards should immediately be reported to the Comfort Act Ethical Trade Manager at ethicaltrade@comfortact. com. All such emails will be confidential. Comfort Act will not permit or tolerate any retaliatory action against suppliers who report any such concerns or issues in good faith. Comfort Act will work with reporting suppliers to address any issues raised. It is the responsibility of suppliers at all times to monitor their own compliance with all of their obligations under Comfort Act’s Ethical Standards. If any supplier at any time is struggling to meet those obligations or discovers any breach or non-compliance with these Ethical Standards, that supplier is encouraged to immediately report that actual or likely non-compliance to the Comfort Act Ethical Trade Manager at ethicaltrade@comfortact.com as an urgent matter.
PERU
MY GROUP MEMBERS & I WERE EACH ASSIGNED A COUNTRY THAT SPECIALIZED IN KNIT WEAR. I WAS ASSIGNED THE COUNTRY PERU. I STUDIED EVERYTHING THERE IS TO KNOW ABOUT PERU, HOW THEY CONDUCT BUSINESS, THEIR SUPERSTITIONS, THE COST TO MAKE MY SPECIFIC PRODUCT ASSIGNED THERE, AND MORE. IN MY GROUP, WE CREATED 4 WOMEN’S ATHLETIC TOPS, AND EACH ONE OF US WERE ASSIGNED ONE, DID A COST SHEET ON IT, AND TECH PACK TO SEND TO OUR ASSIGNED COUNTRY. I RECEIVED THE CROP TOP AS MY PRODUCT, IN THE FOLLOWING PAGES, YOU WILL SEE THE RESEARCH I COLLECTED WHILE STUDYING PERU. I HAVE FIGURED OUT HOW MUCH MY PRODUCT COST TO MAKE, HOW MUCH IT COSTS TO SHIP, AND MORE.
COST SHEET Style #:
CAA100
Style #:
Season:S/S’2015
Fabric(s): Knit Fabric
Made of:65% Polyester, 35% Spandex
$/yard
Description: Athletic Top
Date:October 11,2014
Yield .5
$2.525
Total $1.275
Freight
$.0839
(per unit)
$.00 $.01
Broker
$1.275
Components: Thread
Care Label
Size: T:24
$/Unit
Quantity
Total
$.200
100yd.
$.200
$.06
1 Per Top
$.26
TOTAL COMPONENT:
PACKAGING: Paper Hang Tag Plastic Tag Fastener Sealed Poly Bags(16x16)
$/Unit $.06
Quantity
$.06
$.02
1 Per Top
$.02
$.0063
1 Per Top
$.0063
$.0009
OTHER COST TOTAL:
$.0948
GRAND TOTAL:
$2.9264
(Fabric,Components, Packaging, Packing, Labor & Other)
$.0863
$/Unit
Quantity
Carton(16x16x16)
$.0443
1
Tape
$.219
Labels
$.06
TOTAL PACKING:
Insurance
Total
1 Per Top
TOTAL PACKAGING:
PACKING:
$.06
36 inches(per
box)
1
Total $.0443 $.219 $.415 $.6783
LABOR: Sewing
(4 min.x$.12per min)
$.4800
Pattern Making
$.0040
Cutting
$.0480
TOTAL PACKING:
$.532
Date:October 11,2014
Total
OTHER: Duty(FTA)
TOTAL FABRIC COST:
Season:S/S’2015
Style Name: Crop Top
Style Name:Crop Top Description:Athletic Top
CAA100
PAGE 2 of 2
TECH PACK TECHNICAL SHEET
Athletic Crew Neck Crop Top COLORS:
FRONT:
Mixer Yellow
Lightning Grey
Rapid
Illuminating
BACK:
Designer Initials
Electric Lines
BLY SIZE RANGE: Small-XXL, **SAMPLE SIZE:MEDIUM**
CARE INSTRUCTIONS: Machine wash cold, ,using phosphate-free detergent, hang to dry.
GARMENT WIDTH: 32 inches GARMENT LENGTH: 15 inches MATERIAL COLORS PANTONE
Mixer Yellow
Lightning Grey
130645TCX
150000CX
*Sewing instructions: 3/4 seam allowance, 1/2 inch hem line
Rapid 190303TCX
Illuminating
Electric Lines
110601TCX
Pre-Made Fabric
TECH PACK DESIGN LABEL/CARE LABEL PLACEMENT COMPANY NAME: Comfort Act
STYLE#: CAA100
ADDRESS: Beaverton, OR 97005
GROUP NAME: Women’s Athletic Tops CLASSIFICATION: Women’s Knit Tops
SEASON: Spring 2015
PHONE: 1-800-266-3678
FABRIC CONTENT: 65% Polyester, 35% Spandex
EMAIL: Comfortact@gmail.com
**SAMPLE SIZE:MEDIUM**
SKETCH:
*For White Top, print black Care Label, all other colors, print white care label
*Center Design Label 1/4 inch below neck seam * Care Label directly underneath design label * Both labels are centered in the middle of the top M 65% Poly/35% Spandex
Date Created: 9/27/14
Date Modified:
Date Released:
TECH PACK HANGTAG PLACEMENT SHEET COMPANY NAME: Comfort Act
STYLE#: CAA100
ADDRESS: Beaverton, OR 97005
GROUP NAME: Women’s Athletic Tops CLASSIFICATION: Women’s Knit Tops
SEASON: Spring 2015
PHONE: 1-800-266-3678
FABRIC CONTENT: 65% Polyester, 35% Spandex
EMAIL: Comfortact@gmail.com
**SAMPLE SIZE:MEDIUM**
SKETCH: Crew Neck Crop Top
M
65% Poly/35% Spandex
MIXER YELLOW CAA 100
*Front Hang tag dimensions 3.5x2.5
$45
*Plastic tag fastener 2 inches
Date Created: 9/27/14
Date Modified:
*Back Hang tag dimensions 3.5x2.5
Date Released:
TECH PACK LABEL/PACKAGING SHEET COMPANY NAME: Comfort Act
STYLE#: CAA100
ADDRESS: Beaverton, OR 97005
GROUP NAME: Women’s Athletic Tops CLASSIFICATION: Women’s Knit Tops
SEASON: Spring 2015
PHONE: 1-800-266-3678
FABRIC CONTENT: 65% Polyester, 35% Spandex
EMAIL: Comfortact@gmail.com
**SAMPLE SIZE:MEDIUM**
Item-VendorCode-Origin
Content
Size-QuantityUnit or Measure
Designer Label(Label-free Iron-On Heat Transfer Sticker)-ITHTAG_LA33Image-Trans Technics INC. Taiwan, ROC
High grade woven 100% polyester
1 Per Top
*see label placement sheet*
Garment Paper Hang Tag - Dongguan AM Packaging Company Limited-Guangdong, China
White Card Stock, Glossy, 110lb. weight
1 Per Top
*see tag placement sheet*
High grade woven 100% polyester
1 Per Top
*see label placement sheet, for placement*
110601TCX(ALL OTHER COLOR TOPS)*190303TCX(ONLY FOR ILLUMINATING top)
Plastic
1 Per Top 1000/roll
Placed over Top for shipping purposes
1 Color
100% Cardboard
10 x 10 x 5”, 1 Per Top
Placed around Top
1 Color
Care Label(Label-free Iron-On Heat Transfer Sticker)-ITHTAG_LA33Image-Trans Technics INC. Taiwan, ROC Poly Bags - APAC Manufacturing Gusseted Poly Bags* Grand Rapids, MI Small Shirt Box (S-4106)- UlinePleasant Prairie, WI
Date Created: 9/27/14
Date Modified:
Location
Date Released:
Colors 190303TCX 130645TCX 110601TCX 190303TCX 130645TCX 110601TCX
R E T A I L B U Y I N G
EXPRESS 6 MONTH BUYING PLAN MEN’S OUTERWEAR F/W 2014
PROJECT
Express was established in 1980 by the Limited Brands and is headquarted in Columbus, OH. Express carries clothing, outerwear, a and accessories that target the 20-30 year old fashion forward men & women across the US and around the world, through their e-commerce website, express.com. The speciality retailer was sold in 2007 from Limited Brands and operates more than 600 stores to this date.
COMPETITORS
PERCEPTUAL MAPS
PERCEPTUAL MAPS
ASSORTMENT PLANNING
ASSORTMENT PLANNING
ASSORTMENT PLANNING
PRODUCTS
PRODUCTS
PRODUCTS
PRODUCTS
PRODUCTS
PRODUCTS
6 MONTH BUYING PLAN
M A R E T A I L
N A G E
JUICY COUTURE RE-BRANDING & POP UP SHOP
M E N T
PROJECT
We at Juicy Couture, have developed a strategic initiative, a pop up shop in the city of LA. Through the use of different marketing & advertising, new products and a temporary location- we are offering current and potential customers in Los Angeles, CA and around the world, the chance to engage all five senses in a pop up shop. This initiative addresses our need to put Juicy Couture back on the map as one of the worlds best brands. Currently there are zero physical stores, and very little engagement on social media platforms or traditional advertisements, and this is a missed opportunity and if not corrected, it could make Juicy Couture a brand of the past and not the future.
Initiative [Re-embedding Juicy Couture in their LA heritage]
Image Source: LA City
Our initiative will be in Los Angeles, CA (90028), during the month(s) February-March. We chose this location, to keep Juicy Couture in their LA heritage that it was founded on.
LA is the most populous city in the U.S. state of California and the secondmost populous in the United States, after New York City, with a population at the 2010 United States Census of 3,792,621.
90028 For
our
initiative,
we
plan
to
open
a
pop
up
shop
February
1,2015-March 31,2015,in the 90028 zip code in Los Angeles, California. Los Angeles is where Juicy Couture got its start as a company,therefore, we think that it is appropriate to make this the starting point for rebranding Juicy Couture. Our shop will be right on the Hollywood Blvd strip, that is known for it’s high foot traffic(80,000-95,000 DAILY) 365 days a year. It will be open during the time of the Oscars.
Size of Retail Market Number of apparel retail establishments in Los Angeles: 5,273 Number of women’s apparel establishments in Los Angeles:1,322 Apparel retail sales in Los Angeles: $178.1 million Women’s apparel retail sales in Los Angeles: $41.3 million
Image Source: Steven B.
Image Source: Fashion Lollipop Blog
Image Source: Getty Images
Key Players Online retailer Nasty Gal is a
BCBGMAXAZRIAGROUP is taking the Chairman and Founder Manny Mashouf
fashion company based out of
world by storm. With critically opened the first bebe boutique in
Los
acclaimed
Angeles,
fast-growing
California. e-commerce
The site
elite
collections,
following
and
a a
loyal 1976 in San Francisco. Recognizing strong a demographic that was neither
for vintage-inspired fashion,
worldwide presence, this fashion junior nor bridge, Manny created
is gearing up for its first
powerhouse has evolved into one the
brick-and-mortar
of
Los
Angeles
store.
startup
aims
The to
the
hottest
names
in
first
contemporary
fashion
the brand. Over 35 years later, bebe
fashion industry today. Founded has established itself as one of
open its first retail store in
in
its hometown by the end of 2014
the lifetime vision of one man: (bebe).
(Nasty Gal).
Founder, Designer, Chairman and
1989,
BCBGMAXAZRIAGROUP
is the world’s top fashion retailers
Chief Executive Officer Max Azria. After years of success designing women’s
wear
in
Paris
and
Los
Angeles, Azria decided to pursue his dream of launching a design house that spoke to the modern woman, and BCBGMAXAZRIA was born (BCBGMAXAZRIA).
Indirect Competition Los Angeles is a tourist destination
-Keith Sweat
which means there are many activities
Nokia Theatre Live - L.A.
for locals and visitors to participate
February 14, 2015 Saturday Time: TBA
in. We will focus on the events and
-Ariana Grande
activities that will occur concurrently
The Forum Inglewood, CA
with our pop up shop dates.
April 8, 2015 Wednesday 7:30 pm
Sporting Events: -Denver Nuggets vs. LA Lakers
Festivals:
Tuesday, February 10 @ 7:30PM
-L.A. BACHATA FESTIVAL
-Brooklyn Nets vs. LA Lakers
February 12th-15th, 2015
Friday, February 20 @ 7:30PM
At the Westin Hotel by LAX
-Oklahoma City Thunder vs. LA Lakers
-Festival of Books
Sunday, March 1 @12:30PM
Saturday, April 18, 2015|10AM–6PM
Concerts:
Sunday, April 19, 2015|10AM – 5PM
-Enrique Iglesias & Pitbull Staples Center Los Angeles, CA February 13, 2015 Friday Time: TBA
Target Consumers:
Image Source: Fashion 365 blog
Mona Britten * Age:28 * Income: $52,000-$56,000 * Job: Entrepreneur * Status: Single * Location: Miami, FL * Education: College Graduate * Car: Mazda 3 * Music: Country/Pop * Magazine: VOGUE Italia *Fav Tech: Iphone 6 * Loves versatile pieces, with bold colors, and prints
Hobbies: the
Mona
beach,
enjoys and
girlfriends
walking
getting
her
Froyo
dog
with
on her
on the weekends. She is all
about her business, but values her family just as much. Every year Mona & her girls plan a trip to Los Angeles, LA to attend the Oscars. (VALS TYPE) Innovator: Image
is
important
to
Innovators, not as evidence of status or power but as an expression of their taste, independence, are
among
and
the
personality.
established
and
Innovators emerging
leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
Image Source: Pernilla Lofberg
Ava Jones * Age:30 * Income: $60,000-$71,000 * Job: Public Relations * Status: It’s complicated * Location: Manhattan, NY * Education: College Graduate * Car: N/A * Music: Indie * Magazine: i-D *Fav Tech: Blackberry * Loves versatile pieces, with bold colors, and prints
Hobbies: Ava is very passionate about her career. Although she works a lot, she really enjoys catching a local show featuring new Indie artists. She makes it a priority to see her grandma in LA every year, and enjoys being around such wisdom. (VALS TYPE) Experiencer: Experiencers consumers proportion
and of
entertainment,
spend their and
a
are
avid
comparatively
high
income
on
socializing.
fashion, Their
purchases reflect the emphasis that they place on looking good and having “cool� stuff.
Brittany Smith * Age:26 * Income: $44,000-$56,000 * Job: Accountant * Status: In a relationship * Location: Los Angeles, CA * Education: College Graduate * Car: Audi S4 * Music: R&B, classical * Magazine: ELLE *Fav Tech: Nike Fit band * Loves versatile pieces, with bold colors, and prints
Hobbies: Brittany enjoys pampering herself at the spa or shopping with girlfriends and catching a new release with her boyfriend at the movies. She parties occasionally and loves to have fun. To Brittany, image is everything and she is always looking for innovative fashion trends. (VALS TYPE) Innovator: Image
is
important
to
Innovators, not as evidence of status or power but as an expression of their taste, independence, are
among
and
the
personality.
established
and
Innovators emerging
leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
Taylor Howard * Age:28 * Income: $31,000-58,000 * Job: Insurance Claim Specialist * Status: Married with two kids * Location: Los Angeles, CA * Education: College Graduate * Car: Nissan Juke * Music: Country, Pop * Magazine: Vogue * Fav Tech: Apple Iphone * Loves versatile pieces, with bold colors, and prints
Image Source: Haute and Rebellious Blog
Hobbies: Taylor is a woman who values health and fitness. In her free time, she enjoys working out and doing yoga at a nearby park. She loves visiting art museums and attending business events with her husband. She also enjoys mommy weekends where she is able to shop with her sorority sisters from college. (VALS TYPE) Strivers:Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
Image Source: lipstick catwalk blog
Thao Ming * Age: 24 * Income: $29,000-$41,000 * Job: Flight Attendant * Status: Single * Location: Los Angeles * Education: College Graduate * Car: Toyota Yaris * Music: Punk, pop * Magazine: Cosmo * Fav Tech: Tablet * Loves versatile pieces, with bold colors, and prints
Hobbies: Thao is free-spirited and enjoys traveling. When she isn’t traveling the world as a flight attendant, she enjoys hiking and hanging out at a local hookah bar. She enjoys purchasing the latest technology and lives for social media. As for her style, anything goes and she loves prints. Selfies and facetime are her bestfriends. (VALS TYPE) Experiencer: Experiencers consumers proportion
and of
entertainment,
spend their and
a
are
avid
comparatively
high
income
on
socializing.
fashion, Their
purchases reflect the emphasis that they place on looking good and having “cool� stuff.
LOCATION
Since our location is in a tourist spot (Hollywood Blvd.), we will not only have the locals shop at our pop up shop, but also we will have people from all over the world. The Oscars brings in people not only from the United States, but from international places as well. We pinpointed where our main consumer will come from in the United States, and gave lifestyle & behavior traits of each one.
POP UP SHOP
Located at 6650 hollywood blvd, Los Angeles, CA 90028. The building we are using for our pop up shop is called Shane Building (1930). It is a Art Deco design by S. Tilden Norton (1877-1959) and F.H. Wallis -- The building was first home of the Directors Guild of America -- also known as the Hirshfield Building when Hirshfield Apparel occupied it. It is 4,000 square feet, and can hold up to 800 people at one time. This building is perfect for our pop up shop, because of it’s location, size, and structure.
Image Source: Flickriver
Ambiance JUICY COUTURE STORE PLAYLIST Now Playing: Kelly Rowland (I’m dat chick) 2011 4:04 Play All
Share
Like
Beyonce ft.Chimamanda NgoziAdiche: (Flawless) 2013 4:11
FKA (Two Week) 2014 4:08
Sia (Chandlier) 2014 3:36
We would like to create a fun,high energy shopping environment for our customer. In order to do this, we will have exciting music, our store will be dimly lit, and we will utilize neon light tubes throughout the space. We have used lighting and trendy fixtures to create a hip yet edgy atmosphere for our customers. Our store will have an open layout allowing our customers to be able to walk freely through our space in order to select merchandise. The store’e ambiance will appeal to the sense of smell by utilizing aromatherapy. Juicy Couture’s Viva la Juicy Noir fragrance will be the store’s signature scent.
Floor Plan
The Juicy Couture pop up shop has an open floor plan that allows the customer to move around the store without any interruptions. There are six mannequins, six dressing rooms, and two seating areas in the store. The merchandise is arranged in a grid formation to allow customers to be able to find the products with ease. Our merchandise is set up to allow the customer to be able to put together an outfit themselves. It also allows the sales associates to be able to
find merchandise for customers quickly.
Windows
0 5 66
In-store displays
Go Backs
Safety To adhere to the guidelines that a passageway has to have, we will ensure that there is a 44inch width in between each fixture. Also, we will ensure that the fire extinguishers are up to date with inspections, and the water sprinklers are as well. There will be wet floor signs located in the stock room of the store, in the event someone spills or
Image Source:Baxter Clean Care Image Source: SNS fire protection
breaks something.
Security For our pop up shop, we want to make sure that we are taking care of our customers and our associates. We will have surveillance cameras throughout the store, as well as at the entrance of the store. This will capture any shoplifters,
Image Source: Tech Zim
as well as any crime that might happen while the shop is closed. We will also have an alarm system, as well as a panic button underneath the register for the employees in the case of an emergency.
Image Source: DSC
Products
For our initiative, we wanted to give Juicy Couture a different look for their products, to cater to their location, and still have the edgy look they are now marketing. We included bold colors, as well as neutrals, and one print, several pieces that are versatile, and can be taken from day to night for our customer. Our price points are lower, and more reasonable for the customer of Juicy Couture.
INSPIRATION
MOOD
LOOK BOOK S/S 2015
Dress Young & Free $119 Jacket Let’s Party $259
Dress The Coutourist $89 Jacket Black Frenzy $129
Dress Drape Me $79
One Piece Hollywood Bliss $159
Vest After Party $109 Drawstring Pants Viva $89
Dress Juicy T-Shirt Dress $79
Shirt The Hills $79 Pants Tapered Pant $89
Shirt Holly Tank $49 Skirt Antoinette $129
Shirt Juicy Crop $59 Pants California Dreams $119
One Piece La Juicy $159
Vest Wild Thing $209 Skirt Sophie $129
COMMUNICATION & PROMOTIONAL PLAN
Pre, During, & Post Launch For our initiative, we will be doing several pre-launch, during & post launch communication & promotion plans. To include:
*Social Media just for the pop up shop in the 90028 location: 1)Facebook 2) Twitter 3) Instagram
* Giveaways *Email blast to tourist in locations that come to Hollywood Blvd. during the months of February-March *Billboards in major cities of CA *Ads on Pandora, and Instagram *Trunk show
The communication/promotional planning will start beginning of
6 Month Promo Plan For the months of December-May, we will post on Facebook, Twitter, and Instagram. For Facebook we will post at least once a day informing everyone know about the new pop up shop coming to LA, as well as any photos of the shoppers and events we have in store during the pop up shop. On Twitter, we will post a few times a day, and Instagram, at least once a day. The email blast will be sent out in the months March-May. How we will collect customer emails, is by asking this information at the register before they check out. This gives us their email to send coupons, as well as our look book with our S/S 2015 pieces, to share with friends and family. Our Pandora ad will be shown
December-May, making consumers aware of the pop
up shop before it opens, and keeping it fresh in their minds after it closes. Our sponsored IG ad will have the same time frame as the Pandora ad, and give the same information as well. We will place the billboards beginning of December and take them down at the end of March. The ad will tell the customers about the pop up shop, it’s location and when it is open.
DEC
JAN
Post-Launch
During
Pre-Launch
FEB
MAR
APR
MAY
Facebook,Twitter, Instagram Post
$9,000
Email Blast
$4,200
Pandora Ad
$60,000
Sponsored IG Ad
$720,000
$144,900
Billboard
TOTAL Coupons
74
COST
$938,100
Image Source: pbwebdev
Social Media
Twitter Post: There will be a Twitter, Instagram & FB post for our consumers to see about our pop up shop
Instagram Advertisement: Sponsored advertisement comes up 1 time per week (Advertised December 1-March 31,2015)
Facebook Post: We will post about the pop up shop (Pre,During, and Post of the initiative)
On the social media platforms, we will post about the giveaway during the month of January (January 1-31,2015), giving the consumer the chance to win a technology prize
Pandora
Pandora Advertisement: Advertisement will come up 4 times every hour (Advertised December 1-March 31,2015)
Email Blast: We will email about the pop up shop (During, and Post of the initiative)
Email Blast
In the emails, we will send look books of our looks to our customers,so they can share with their friends on all social media platforms. Also, we will write them asking how they love our new look.
Email Capture
Name, email, and zip code will be captured at the time of purchase. Doing this will give us the emails of our customers to check and see how they love their products, send them coupons, and any future look books that we have.
Billboard
Bill board Advertisement: Billboard will be put up at the beginning of December, and taken down beginning of April.
Pins show where billboards will be located ( In the busiest county’s in LA December-April 2015 ).
Instagram Sign
Our customer is social media addicted, we want to create an atmosphere she loves to be around, and look cute while doing it !
Im at the pop up shop for Juicy Couture!! Right on Hollywood Blvd. Come NOW, they have a whole new look....and I’m OBSESSED #JuicyCouturePopUP
Hanging Instagram Frame: This frame will be hung in the store, so customers are able to try on clothes and take a picture on their instagram, and hashtag #JuicyCouturePopup.This gives excitement in the store & marketing for Juicy Couture.
Grand OpeningTrunk Show:
At the trunk show, there will be a showcase of the new S/S 2015 collection (It will last about 1.5 hours). Followed by the trunk show, there will be time to socialize and get to know our customers. There will be a DJ on the turntables, fog machines, neon lights, sparkling grape juice, and food. The event will last until midnight, and it will be promoted by Juicy Couture workers passing out fliers on the streets of LA. Flyer’s will be also given to hotels around the city, so our tourists can hear about the event, and sending it beginning of February to our celebrity list.
KPI
FINANCIAL PLAN
Advertisement & Promotion
Interior & Exterior
Total Budget & Revenue
Total Budget & Revenue
Total Budget & Revenue
D I G I T A L
T E C H N I Q U E S
ACCENT MAGAZINE: A SPY
PROJECT
The theme of this shoot was based off of a femme fatale. A spy. A woman who has the ability to transform herself and become anyone she wishes to be. The straightforward definition of a femme fatale is a mysterious woman,our model, megan. The emotions we wanted to evoke from the photographs were covert, secretive, mystical, coquetteish, enticing, and edgy. From beginning to end, this shoot proved to be a success. She has the ability to charm and ensnare her lovers in bonds of irresistible charm, desire, and lust. She leads them into compromising, often dangerous and deadly situations. We took this concept and ran with it. I was in charge of the styling and makeup looks for the model. We enlisted the talented Stephan bauer to photograph our model, megan. The emotions we wanted to evoke from the photographs were covert, secretive, mystical, coquetteish, enticing, and edgy. From beginning to end, this shoot proved to be a success.
19
PEPLUM TOP, STELLA MCCARTNEY $695, NEIMAN MARCUS. GOLD NECKLACE, JENNIFER MEYER, $1010, JENNIFERMEYER.COM. LEATHER SKIRT, RICK OWENS, $2225, BARNEY’S NEW YORK.
The theme of this shoot was based off of a femme fatale. A spy. A woman who has the ability to transform herself and become anyone she wishes to be. The straightforward definition of a femme fatale is a mysterious woman. our model, megan. The emotions we wanted to evoke from the photographs were covert, secretive, mystical, coquetteish, enticing, and edgy. From beginning to end, this shoot proved to be a success.
She has the ability to charm and ensnare her lovers in bonds of irresistable charm, desire, and lust. She leads them into compromisong, often dangerous and deadly situations. We took this concept and ran with it. Briana was in charge of the styling and makeup looks for the model. We enlisted the talented stephan bauer to photograph our model, megan. The emotions we wanted to evoke from the photographs were covert, secretive, mystical, coquetteish, enticing, and edgy. From beginning to end, this shoot proved to be a success.
21
LONG MAXI GOWN, $3,500, NETAPORTER.COM, HEELS, BRIAN ATWOOD, $895, BRACELETS, STYLIST’S OWN, NECKLACES, KENNETH JAY LANE, $295, $325, BLOOMINGDALES.
O N IR
TRENCHCOAT, BURBERRY BRIT, $1295, NEIMAN MARCUS. SUNGLASSES, RAYBAN, $195, SUNGLASS HUT. LIPSTICK IN “RUSSIAN RED,” MAC COSMETICS, $14
23
Black
&White BLAZER, ALEXANDER MCQUEEN, $1,010, BARNEY’S NEW YORK. LEGGINGS, HERVE LEGER, $1,190, BARNEY’S NEW YORK. BOOTIES, SAINT LAURENT, $950, SAKS FIFTH AVENUE
27
BURBERRY BRIT, , JIMMY CHOO, $595, RAYBAN, $195.
29
ACC TRENDS
DID YOU THINK THIS WAS IT ? NOPE !
**THERE IS MUCH MORE ! VISIT MY BEHANCE: https://www.behance.net/Brianayoung **LINKEDIN: www.linkedin.com/pub/briana-young/72/32b/489/
Briana L. Young PORTFOLIO
CONTENTS IN THIS BOOK IS NOT FOR REUSE, UNLESS GIVEN PERMISSION BY THE OWNER.