Portfolio Capstone

PunkShe ek s w i m w e a r by.

B.La’Cole

Table of Contents

Why this project? pg. 3 Mission, Vision, Values pg.4 Company Overview pg.5 Punksheek Customer pg.6 Customer Profiles pg.7-9 Market & Industry research pg.10-20 Website pg.21 Mood & Inspiration/Design & Concept pg. 22-23 Line sheets pg.24-29 Size Chart pg.30 Packaging, Hang tag, & Labels pg.31-34 Spec Sheet & Cost pg.35 Sources pg.36

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Why this project?

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?

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To create swimwear, that will showcase a woman’s figure in the right way, while giving confidence, quality, and comfort.

Values

Vision

Mission Addressing the needs of an under served market, voluptuous women with a smaller waist.

+Confidence +Prosperity +Empowerment +Self Love

Company Overview

Punksheek Swimwear is a collection right under it’s owner B.La’Cole. B.La’Cole was founded by Briana La’Cole Young, 6 years ago. She had a dream to empower young girls and women to love themselves, and respect themselves. To do that, she desires to incorporate those traits into her fashion lines now and in the future. B.La’Cole is founded on just that, self love, respect, and empowerment. For now, B.La’Cole has her items showcased solely online, she has future plans to open her own store(s) across the world one day.

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PunkSheek Customer 6

Punksheek Swimwear over all customer is from the ages of 18 to 35. She is a customer who loves being bold, but also appreciates the simple pieces, and loves detail that designers incorporate in their collections.

Of course, 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.

Customer Profiles

Melissa Thomas +28 +Entrepreneur +Salary: 95k +From: Atlanta,GA +Size: 38DDD +Loves bold prints, high waist bottoms, and great quality.

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Kimberly Smith +35 +Movie star +Salary: 130K +From: Hollywood,CA +Size: 36DD +Loves bold prints, high waist bottoms, and great quality.

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Katie Stone +24 +Engineer +Salary: 100K +From: Tinton Falls,NJ +Size: 32DDD +Loves bold prints, high waist bottoms, and great quality.

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Swimwear Market 10

Global Swim wear Market to Reach $17.6 Billion by 2015, According to New Report by Global Industry Analysts

The desire of women to look fashionable by the pool and at the beach is driving demand for bikinis and swimsuits; and these changing trends in fashion are prompting designers to update swim wear and beachwear costumes regularly.

Increasing incorporation of fashion elements into swim wear is attracting more consumers, especially the new generation. The women’s swim wear fashion is led by asymmetric designs, bold colors, African and geometric prints and the classic yet modern silhouettes.

This trend is noticeable in several new collections, such as The Secret Designer Collections of Victoria comprising pushup tankini-tops in tiger prints and dots and one-piece Red Carter Giraffe cutout. The latest New York Runway fashion includes jungle and tribal prints in their collections.

Currently, consumers sport swim wear in all seasons, which is driving business growth. The way men regard swim wear changed over the years and the product is increasingly moving into the casual clothing category. With conventional men becoming more conscious about their looks, designers are expanding product options, leading to increased business. There is a growing use of swim wear such as shorts, particularly boardshorts as casual clothing. A key reason for entry of fashion into men’s swim wear is more men sporting silhouettes, including ones that reveal body shape.

While sports brands are becoming more fashionable, fashion brands are getting more sports functionality.

Competitors

Bare Necessities debuted in 1998, showcasing the finest designer intimate apparel for women of all shapes and sizes, in addition to a selection of underwear for men. Our goal, then and always: to make shopping online with us as easy, helpful and more enjoyable than a visit to your favorite store.

Price range: $59-166 Size range: B-DD 11

Tara Grinna, respected in the swimwear industry for over 25 years, is well known for her unique use of gorgeous prints and vibrant and exciting color pallettes. Tara has the ability to fit and compliment almost any figure type with her bodyflattering silhouettes in a wide range of sizes.

Price range: $66-159 Size range: 30-38, D-G 12

SWOT

Strengths- One of a kind patterns, that are versatile, and will fit the needs of many individuals Weaknesses- First time in swim wear industry, and e-commerce Opportunities- Creating more a variety of silhouettes to cater to many Threats- Consumers not willing to spend much on swimwear, also many new swimwear industries are opening up online

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S/S ‘15 Trends

S/S ‘15 Key Colors

19-2030 TCX

19-3921 TCX

18-5203 TCX

17-2617 TCX

19-3922 TCX

16-3916 TCX

19-3731 TCX

19-4215 TCX

18-0935 TCX

14-1045 TCX

14-0445 TCX

12-0633 TX

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Fabric Details

Matte Nylon/Lycra Blend

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LYCRA® fiber is a man-made elastane fiber. Never used alone, but always blended with other fibers, it has unique stretch and recovery properties. LYCRA® fiber adds comfort, fit, shape retention, durability and freedom of movement. This is achieved thanks to the unique properties of the fiber, which can be stretched up to seven times its initial length before springing back to the original position once tension is released.

Any natural or man-made fibers can be mixed with LYCRA® fiber. Very small amounts of LYCRA® fiber can transform the performance of a fabric – the amount of LYCRA® fiber in a material can be as little as 2%. There are various ways of integrating LYCRA® fiber with other fibers to provide fabrics for all needs.

Composition: spandex 6%,nylon 94%

Fabric Manufacture

Guangzhou Yonggong Textiles Co., Ltd. +US $ 2.5 / Yard +Knitted type: Tricot +Finish type: Matte +Material: Spandex / Nylon +Weight: 200g/sm +Yarn Count: 70D*34F +Place of Origin: Guangdong, China (Mainland)

+Composition: spandex 6%,nylon 94% +Feature: Breathable, flame retardant, anti-UV, elastic, stretch +Stretch: 4 way stretch +Fabric Weight: 200g/sm Fabric width: 59 inches

Guangzhou Yonggong Group is combined of three companies, Guangzhou Yonggong Textiles Company, Guangzhou Yonggong Chemical Company, and Guangzhou Yonggong Importer and Export Company.

Guangzhou Yonhhong Group created a series of featured products, including chemical fiber fabrics, knitting fabrics, swimsuit fabrics, underwear fabrics and high elastic fabrics.

They are one of the leading manufacturers and exporters of chemical fiber fabrics in China. Their products have remarkable advantages of water proof, flame resistance, antistatic capability and UV-CUT. Products are used in garments.

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Hardware Manufacture 18

Guangzhou Wooshi Zipper Co., Ltd.

Waterproof Nylon Zipper Material:Plastic Zipper Type: long chain,waterproof nylon zipper Feature: Waterproof $.99 US each

Swim wear Manufacture

MAS Swim a joint venture between MAS Holdings, Speedo International (UK) and Brandot International (USA) has earned a global reputation for being a leading swimwear solutions provider.

Established in 2001, Linea Aqua’s contemporary 200,000 sq. ft. manufacturing facility houses a full spectrum of services ranging from design to delivery. With over ten years of manufacturing excellence,they are dedicated to producing the finest high fashion suits, complex competitive swimwear and everything in between.

Linea Aqua manufactures bikini tops and bottoms, rash guards, competitive and fashion suits, tankinis, one piece swimwear, cover-ups and swim shorts alongside other types of apparel such as sports bras and cycling shorts.

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E-Commerce& M-Commerce

+34.30% of women shop online +20 % of online traffic comes from mobile devices +Fashion is the most popular category in mobile shopping +43% of 25-34 year olds have bought or plan to buy fashion on their mobile 20

Website Punksheek SwimWear is currently E-Commerce & M-Commerce

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Mood & Inspiration 22

+Edgy +Bold +Colorful +Unique +Pattern

Design & Concept

PunkSheek Swimwear

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Line Sheets 24

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 Price: $120 Style number: BLY-1003

Glam Punk Yellow Solid Lycra full coverage bra Sizes: 32-38D,32-38DD, 32-38DDD Color: Yellow Price: $90 Style number: BLY-2001

Glam Punk Green Solid Lycra full coverage bra Sizes: 32-38D,32-38DD, 32-38DDD Color: Sea Green Price: $90 Style number: BLY-2002

Glam Punk Magenta Solid Lycra full coverage bra Sizes:32-38D,32-38DD, 32-38DDD Color: Magenta Price: $90 Style number: BLY-2003 Glam Punk Black Solid Lycra full coverage bra Sizes: 32-38D,32-38DD, 32-38DDD Color: Black Price: $90 Style number: BLY-2004 25

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

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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

No Grey Area Pattern Lycra full coverage bra Sizes: 32-38D,32-38DD, 32-38DDD Color: Black & White stripes Price: $110 Style number: BLY-4001 Spray Paint Me Multicolor neoprene full coverage bra Sizes: 32-38D,32-38DD, 32-38DDD Color: Multi color pattern Price: $130 Style number: BLY-4002 Mystery Punks Pattern Lycra full coverage bra, with exposed zipper Sizes: 32-38D,32-38DD, 32-38DDD Color: Black/White with magenta zipper Price: $130 Style number: BLY-4003

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Yellow Bottom Punk Solid Lycra , high waist bottom Sizes: XS-XL Color: Yellow Price: $70 Style number: BLY-5001 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 28

Expose me Yellow Pattern Lycra, one piece with exposed zipper Sizes: XS-XL Color: Pattern with yellow zipper Price: $140 Style number: BLY6001

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 Green Pattern Lycra , one piece with exposed zipper Sizes: XS-XL Color: Pattern with sea green zipper Price: $140 Style number: BLY6003

Expose me Magenta Pattern Lycra, one piece with exposed zipper Sizes: XS-XL Color: Pattern with magenta zipper Price: $140 Style number: BLY6004

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Size Chart

Tops

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D Sizes|Under Bust|Over Bust|Around Bust 32D 27” 32” 35”–36” 34D 29” 34” 37”–38” 36D 31” 36” 39”–40” 38D 33” 38” 41”–42” DD Sizes|Under Bust|Over Bust|Around Bust 32DD 27” 32” 36”–37” 34DD 29” 34” 38”–39” 36DD 31” 36” 40”–41” 38DD 33” 38” 42”–43” DDD Sizes|Under Bust|Over Bust|Around Bust 32DDD 27” 32” 37”–38” 34DDD 29” 34” 39”–40” 36DDD 31” 36” 41”–42” 38DDD 33” 38” 43”–44”

Bottoms Apparel Size|Waist|Hips X Small 0/2 24” 34” Small 4/6 26” 36” Medium 8/10 29” 39” Large 12/14 32” 42” X Large 14/16 35” 45”

Punksheek Swimwear offers a variety of sizes for their clients. Sizes range from 32D-38DDD for the tops, and XS-XL for bottoms. The bras are full coverage, and provide comfort that is fashion forward and trendy!

Packaging

Spray Can Packaging, consumer can use packaging for other uses, after receiving products. Spray can package will be shipped with a cardboard package surrounding it

+Supplier: Guangzhou Sihai Iron-Printing & Tin-Making Co., Ltd. +Height: 9 inches +Material: Metal +Diameter: 2 inches +Thickness: .20 mm

Mesh Me Yellow Style: BLY:1001

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Shipping packaging +Supplier: Uline +Nestable - 30 nested trays measure only 24 1/2� tall. +Strong - Meets UPS, FedExŽ and ISTA testing requirements. +Made from recycled paper. +Each shipper includes trays and outer carton.

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Hang tag

Thank you card

+Supplier: Uline +Card Stock Hang tags +3.5x2

Thank you ! We are so thrilled you chose to shop with us, please enjoy your quality made swimsuit! - B.La’Cole

Addressing the needs of an under served market, voluptuous women with a smaller waist.

+Supplier: Dongguan Excellence Garment Accessories Co, Ltd. +3.5x2 inches

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Labels

Polyester Care Label

+Supplier: Dongguan Excellence Garment Accessories Co, Ltd. +2x1 inches

Polyester Designer Label

+Supplier: Dongguan Excellence Garment Accessories Co, Ltd. +3x1inches

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Spec Sheet

Season: S/S ‘15 Style: BLY-2003 MFG:PunkSheek Swimwear Description:Solid Lycra full coverage bra Color: Magenta Contact: Briana Young Tel: 706-897-9900 Size: 38 DDD Strap Width:3.5 inches Length:17 inches Width:44 inches around

Swim Top Size: 38DDD (44 inches around) FABRIC

|$/Yard|Yardage|Total Nylon Lycra 2.50 .50 1.25 Nylon:94%, Spandex:6% (Width 59in.)

COMPONENTS |$/Unit| Quantity|Total Hang tag .05 1 .05 Care Label .03 1 .03 Designer Label .01 1 .01 Thank You Cards .02 1 .02 PACKAGING |$/Unit| Quantity|Total Shipping container .02 1 .02 Metal Spray Can .10 1 .10

Total: $1.48 for Lycra magenta swim top, labels,tags, and packaging

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Sources 36

http://www.alibaba.com http://www.soma.com/web_assets/sizechart/size_chart.html?sizeOld=false panjiva.com http://business.transworld.net/2014-swimwear-market-report-preview/ http://www.lycra.com/g_en/home.aspx

Be Bold.Be Confident.Be You -Briana L.Young

Briana L.Young FASM 430-02 Spring 2014