Carolina Medina
Table of context
cover page ..............................................................1 table of contents ....................................................2 mission statement …………………………………..3 description of label ..................................................4 target market ........................................................5-6 line strategy ..........................................................7 competitor’s info ......................................................8-9 inspiration board .....................................................10 trend board ............................................................11 fabrics and notions ..................................................12 fabrics and trims .....................................................13 fabric key ..............................................................14 thumbnail sketches ...................................................15 style boards .........................................................16-30 spec flats ............................................................31-35 collection overview ..................................................36
Mission statement ď‚– ď‚™ Jade is a statement, not a style. Jade does not have to be worn casually, nor outside the runway. Jade is fit for all sizes for all people of all ages. Jade is an art of personal self-expression, you decide what you are, what you want to express by the way you dress.
Description of label Jade represents a ladylike style which is sophisticated, elegant, modern, and sexy all at the same time. The 2013 Spring collection has dresses, skits, pants, shorts, lace blouses, and many more to mix and match outfits that will create your own personality.
Target market demographic
Age: 19–35 Gender: Female Marital Status: Single or Engaged Family Size: 1-2 persons Income: 55,000+ Spending Habits: Loves shopping on weekends or on free time. Occupation: Working professional Education: College Graduate Religion: Any Ethnicity: Any Region: worldwide
Target market psychographic
Culture: American Social Class: Upper Middle Reference Groups: Celebrities, Fashion Icons Life stage: Successful professional Personality: confident, outgoing but mysterious. Activities: Art galleries, travelling and cocktail parties. Attitude: Confident Class Consciousness: She knows she is successful but that wont stop her from getting what she wants. Motivation: Her over achievements
Line strategy Size Range: missies (2-12) Price Zone: Moderate ($50-$800) Group Line: The line has many ensembles to choose from that can be mixed and matched or worn separately. Retailing Style: Branded products only sold at department stores and the Jade boutiques.
Charlotte Russe Competitors
Age: 17-30 Price range: $40 max Group line: trendy apparel, shoes, and accessories for women Retailing style: preppy, sophisticated To compete with this company, Jade has to focus on how to surpass the qualities of Charlotte Russe in creating a more fun and mature outfit.
Forever
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Competitors
Age: 15- 28 Price range: $3- 75 Group line: chic apparel and accessories for women, men, teens, and kids. women's footwear, lingerie, plus sizes, and cosmetics Retailing Style: cool, stylish When competing with this company, Jade wants to achieve a more mature sophisticated look but with color fabrics
Thumbnails ď‚–
Jade ď‚– A. B. C. D. E. F. G. H.
Neckline Armhole Center front Length of waist band Shoulder length Center back Weight of waist band Zipper
Jade ď‚– A. B. C. D. E. F.
Length Sipper Pocket Waistband Waist length Dart
Jade ď‚– A. B. C. D. E. F. G. H.
Waist length Length of detail Width of detail Pocket Center front Zipper Butt Length Opening
Jade ď‚– A. B. C. D. E. F. G. H.
Center front Waist length Dart Length of Zipper Waist band Length of Opening
A. B. C. D. E. F. G. H. I.
Jade ď‚–
Length Pocket Waist length Zipper Waist band Dart Detail Space between detail Opening
Jade ď‚– ď‚™ Jade, clothing line developed to make young women feel confident and free. The size 2-12 clothing is sold at a moderate price in the Jade boutiques and department stores. Whether she drifts city to city, the woman wearing our clothing will feel beautiful and confident.