Fashion Merchandising Portfolio

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Carolina Benitez


Career Goals Visual Merchandiser Stylist Buyer Trend Forecaster Special Event Planner


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Creative Fashion Presentation Fashion Trends Forecasting Report Fashion Styling Photo Shoot Visual Merchandising Window Display

Fashion Buying & Merchandising Product Development Skincare & Cosmetics Product Development Board Game Fashion Buying Creative Business Plan

Industry Work for ShopBar

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Boutique Grand Opening Fashion Show for Sleepless Night Miami “Summer Mess” Fashion Show


shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres shion Presentation Creative Fashion Presentation Creative Fashion Pres


Creative Fashion Presentation


Developed a Spring 2010 trend forecasting report for women’s and men’s wear. Trends reflected the direction the consumer culture was heading. The political, social, economical, and cultural environment were all considered in developing the trends.

Fashion Trends \ Forecasting Report \\\

Skills \ Forecasting Organization Creativity Research


New Usuals\\\ New Usuals uses many types of ethnic prints on classic cuts including structured garments and draping . It encompasses luxurious fabrics such as silks, laces and fur while also using more casual fabrics such as denim, cottons, and jersey. Color is an essential element to the trend due to the strong influence of ethnic prints, patchwork, and folk. Comfort and layering are also fundamental.


Elle Affair focuses on a luxurious dramatic look. It uses a range of fabrics such as wools, skins, fur, silk, lace, cotton, knits, and embroidery. The silhouettes involve asymmetrical looks, 1940’s style draped dresses, cape sleeves, tailored coats, and bondage. Layering and movement is a highlight in this trend, using a combination of loose and fitted shapes\\\


El Affair is influenced by the 1940s, especially with its high-waisted trousers and pleated pants. Elegant tailored suits are a major focus in this trend. Commonly used fabrics are wools, silks, furs, skin, and cotton. Darker more somber colors such as black, grays, and dark blues are strongly associated with this look\\\


Subtle Sway\\\

Subtle Sway focuses on a strong yet simple look with a loose fit. It involves layering with pea coats, tailored jackets, and oversized capes. It uses a mix of fabrics such as cottons, lace, fur, denim, silk, and synthetics in a way that reflects a casual, comfortable, yet chic look. Earth tones are a major effect in this trend\\\


Subtle Sway\\\

Subtle sway combines simple lines and luxurious fabrics to create an elegant and understated look. Layering with cardigans and jackets is customary. Neutral earth tones are predominant in this trend. An oversized draping look which causes movement also defines the look of Subtle Sway\\\


Organized a fashion shoot consisting of a team including the model, photographer, make up artist, and hair stylist. Creative responsibilities included putting fashion looks together, developing concept, and choosing location.

Fashion Styling \ Photo Shoot \\\

Skills \ Styling Creative Direction Time Management Leadership Organization


Nior Chic Photo Shoot\\\

Ph o to grap h er :

Jo e

F ran c o ∙ St yl i st :

C aro l i n a

Ben i tez ∙ Ven u e:

Do w nto w n

Mi ami ∙ Mo d el :

Step h an i e

A d ami


Nior Chic BLACK ∙ LEATHER ∙ METAL ∙ CHAINS ∙ TEXTURE ∙ LAYERS


Nior Chic


Created the “Who’s Bad” window display which was inspired by Michael Jackson’s flair for fashion. The below issue of Harper’s Bazaar helped in inspiring styling for women mannequins.

Visual Merchandising \ Window Display\\\

Skills \ Visual Design Styling Teamwork Time Management Organization Leadership



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Fashion Buying & Merchandising


Created a skincare and cosmetic line inspired by the photography of Man Ray. Skills \ Research Visual Perception Graphic Design Marketing Advertising

Product Development \ Skincare & Cosmetics\\\


Exfoliating Face Wash

Soothing Bath Oil

Anti-Blemish Touch Up


Magazines for Advertisements

Marketing Plan

Phase II Phase I

Lifestyle

Fashion

Art

Begin marketing of Campaign through Advertisements in magazines. Magazines will include Paper, Pop, Juxtapose, Nylon, Art in America, and 10. Advertisements will educate the customer on the product line.

Fashion

Art

Lifestyle

Gesso will attend the International Beauty Show, IBS, in New York. This will be a great way to introduce the line to the market. Testers will be available for attendees. A photo booth will be included in the trade area. Attendees will be able to take capture their moment at the o booth..

Phase III will be launched at a Barney’s location representing each city which will carry the product. The MoMa will be collaborating with Barney’s by .. sending works by Man Ray to each location. Only special members of Barney’s and the MoMa museum will be attending. Complimentary hor d'oeuvres and Cocktails will be provided


Advertisement Campaign Front

Back Directions on How to Make a Pinhole Camera: First cut the cardboard to a rectangle measuring 5 ¾ inches by 2 inches. Mark of 1 7/16 inch (you will have 4 sections). Next take the knife a lightly cut (make sure you don’t cut through the cardboard) at each 1 7/16 mark. Fold the cardboard at each cut mark until you have a box. Before taping it together you will need to make the inside black. You can do this by spray painting it black or using strips of black tape. Be sure if you use the spray paint to let I dry completely. Once it’s dry, fold the cardboard into a box and tape it together. To make sure no light comes in be sure to tape each corner plus the ends with your black tape. Next place the box into the film cartridge and look into the box. You shouldn’t be able to see any light coming in. For the front of the camera, cut another piece of cardboard 13/4 inches by 3 inches. Find the center of the rectangle you have just cut. Cut a square ½ inch by 1/2 inch. Once again line the front of this piece with black tape. Make sure you don’t cover the square opening you made. Now you will need to cover the square opening with aluminum foil. Use the needle to make a hole in the center of the foil. You will also need a piece of black paper to cover the opening when you aren’t taking pictures. Tape the box to this piece of cardboard to make sure no light enters the box. You can hold the box and the film cartridge together using the 2 rubber bands. Make sure to keep the black paper over the hole tightly until you are ready to take a picture.

Inserted into each magazine

is advertising in, will

be a cardboard advertisement as seen above. On the back of the cardboard will be directions and materials needed to make your own cardboard pinhole camera. The cardboard will be made from recyclable materials.

Pinhole Camera


Created a fashion focused board game. Developed a business and marketing plan for the product.

Product Development \ Board Game \\\

Skills \ Research Visual Perception Graphic Design Marketing Advertising


Worn Enemies\\\ Board Game Worn Enemies is a fashion board game packaged in a leather hat box. It is easily identified by its signature brown and nude striped logo, which diagonally cross’s the front of the hat box. Both educational and fun it would be of interest to artists, designers, students, the fashion aware, and most anyone who enjoys playing board games. Since it is an interactive game it is comprised of teams who compete in different activities such as charades, trivia, impersonations, and drawing challenges which are all focused on fashion trivia. The array of different activities is expected to intrigue most.


Marketing Plan\\\ Sold Exclusively at Henri Bendel Phase 3 Phase 2 Phase 1 Advertisements with Worn Enemies hat box will be featured in magazine ads and select billboards. Ads which will have no explanation of the product. This type of advertisements will create a buzz due to the ambiguous ad.

Henri Bendel will begin to use a replica of the Worn Enemies hat box as their shopping bag for a select period of time.

The store will include the game in all its visual displays.

Models will be hired to hand out small hat boxes with chocolates inside throughout NYC.

Worn Enemies will be attending fashion trade shows. Guests can play the game. Winners receive a special edition Henri Bendel Milliner Charm Bracelet, which will include a Worn Enemies charm attached.

Phase 4 The final phase of the marketing plan will include Chloe Sevigny attending the special event for Worn Enemies at Henri Bendel New York.

Gift Bags will be distributed at the event, which will include Worn Enemies and a few Henri Bendel goodies.

Store employees will also be handing out the hat boxes with chocolates to the guests.


Worn Enemies Website\\\


Developed a store concept which focused on selling both new and vintage jewelry. Created a business plan for the store.

Fashion Buying \ Creative Business Plan \\\

Skills \ Research Graphic Design Creativity Marketing Advertising


BUSINESS CONCEPT Located inside the Raleigh Hotel on Miami Beach we appeal to both jetsetters and local Miami fashionistas. Focusing only on jewelry, Brass offers jewelry for those who want to make a statement. Brass believes in combining old with new, therefore we offer both modern and vintage jewelry. We excel in bringing unique pieces for our unique customers. Accessorizing is one of the easiest forms of converting an outfit. A simple black dress can be given a twist by simply adding jewelry. Our customers can purchase attention grabbing jewelry. We sell pieces which are collectibles and art pieces. We make it easy and convenient to shop for unique accessories that will be with you for years to come. We are located on 1775 Collins Avenue on South Beach, Fl inside the Raleigh Hotel. We decided to open here because our location appeals to both Miami’s fashion forward residents and Jetsetters from around the world. As an art deco building the Raleigh Hotel reflects our philosophy of mixing old with new. Our pieces are both statement pieces and timeless, as is the Raleigh Hotel itself. We cater to women 18-40 with upper middle to high income. They are artistic, trendy, fashion savvy, open minded, individualistic, and creative. Our store combines both a modern and an organic feel. Sleek lines and industrial material mixed with warm colors and wood materials. Store is in the shape of a rectangle and layout emphasis the streamlined feel. Displays inside the store or custom made. Merchandise is presented in a contemporary style inside clean and simple fixtures. We guarantee if any jewelry pieces become damaged customers have the option of returning it to the store for repair. We work with fashion designers around the world who are in need of jewelry for their fashion shows and photo shoots. We also donate jewelry to fashion shows/shoots which fundraise for charitable organizations.


Customer Profile BRASS

Store Name Demographics: Gender

Female, Male

Age

Generation Y & X (18-40)

Income

Middle-Higher (50k+)

Body Form

ALL

Education

High School and up

Ethnicity

Multicultural

Psychographics Taste Level

Trendy, Fashion Forward

Lifestyle

Artistic, Fashion Savvy

Personality

Creative, Individualistic, Open Minded

Social Attitudes & Values

Fashion Savvy, Trendsetter, Trendy

Fashion Knowledge

Body Image

Culture

Fashion Savvy, Trendsetter Mirroring(Decorative), Disciplined (Minimal) Multi-Cultural

Aesthetics Merchandise

Innovative, Decorative, Fashion Forward, Statement Pieces

Aesthetics Environment

Minimalistic, Modern


Interior Environment Exterior Environment

Color Swatches


KEY ITEMS

Buying & Assortment Plan Open to Buy: $140,000.00 Dog Collar Choker Total Statement Necklaces

% 5% 5%

$ 7000 7000

Average Retail Price 250 250

Units 28 28

10%

14000

250

56

Single basic rope Double Triple

2% 2% 3%

2800 2800 4200

200 200 200

14 14 21

Lariat Sautoir Opera Length

2% 2% 2%

2800 2800 2800

200 200 200

14 14 14

Matinee Length Total Chains Drop Studs Door Knocker Total Earrings Chain

2% 15% 5% 5% 5% 15% 8%

2800 21000 7000 7000 7000 21000 11200

200 200 150 100 150 128 200

14 105 47 70 47 164 56

Wrap Bracelets

8%

11200

100

112

Total Bracelets Cuff Bangles Total Bangles Stick Pin Aigrette Bar Brooch Total Pins Bands All Metal Cocktail

16% 8% 8% 16% 1% 1% 1% 3% 2% 4% 2%

22400 11200 11200 22400 1400 1400 1400 4200 2800 5600 2800

133 250 200 222 100 100 100 100 150 150 150

168 45 56 101 14 14 14 42 19 37 19

Vintage Art Deco Total Rings Total Specialty Vintage Pieces Total

2% 10%

2800 14000

200 157

14 89

15% 100%

21000 $140,000.00

300 $176

70 795


SIX MONTH PLAN STATISTICALINFORMATION

Store Size: Sales per Square Foot: Stock Turn: Total Pl. Yearly Sales: Total Pl. 6 Mos. Sales: Average Monthly Sales: Average Stock: Planned Stock/Sales Ratio: Markdown $ Markdown %: Yearly Projected Markup %: Cost%:

1,000 850 4 900,000 324,000 75,000 225,000 3.0 64,800 20% 65% 35%

Month

%

*Sales $

**Stock to Sales Ratio

MD $

MD% to /mo.

November

6%

72,000

2.59

December

8%

72,000

2.20

$24,750

25.0%

January

8%

72,000

2.50

$16,200

20.0%

February

12%

108,000

2.50

$18,000

20.0%

March

15%

135,000

2.50

$16,200

15.0%

April

10%

90,000

3.00

$18,000

20.0%

Total

61%

324,000

Feb

10%

90,000

$30,750 3.00

*Monthly Sales $ = % of yearly sales x total planned yearly sales

Month

%

*Sales $

**Stock to Sales Ratio

MD $

MD% to /mo.

November

6%

72,000

2.59

December

8%

72,000

2.20

$24,750

25.0%

January

8%

72,000

2.50

$16,200

20.0%

February

12%

108,000

2.50

$18,000

20.0%

March

15%

135,000

2.50

$16,200

15.0%

April

10%

90,000

3.00

$18,000

20.0%

Total

61%

324,000

Feb

10%

90,000

*Monthly Sales $ = % of yearly sales x total planned yearly sales

$30,750 3.00


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Industry Work


Produced a vintage store boutique located inside a local bar on Miami Beach. Allowing clients to shop for vintage pieces while enjoying a cocktail.

Industry Work \ ShopBar Boutique\\\

Skills \ Entrepreneurialism Store Planning Visual Merchandising Leadership Problem Solving Marketing Styling Selling Buying






Backslash Magazine

NBC Miami

Dailycandy.com


Created, Organized, & Developed Grand Opening for ShopBar Vintage Clothing Boutique. Hairstylist and winner of Bravo’s “Shear Genius”, Dee Adams created hair looks for models. Local DJ Mike Duece provided music.

Industry Work \ ShopBar Grand Opening\\\

Skills \ Event Planning Public Relations Fashion Show Production Styling Time Management Leadership Teamwork Organization


ShopBar’s Grand Opening\\\


Hosted a fashion show for Miami Beach’s “Sleepless Nights” 2009 at Segafredo Restaurant on Lincoln Road. The show featured vintage looks from ShopBar, inspired by animal prints and a safari look.

Industry Work \ Sleepless Nights Fashion Show\\\

Skills \ Event Planning Public Relations Fashion Show Production Styling Time Management Leadership Teamwork Organization



Created, organized, & developed a fashion show for ShopBar vintage clothing boutique. Exhibited vintage fashion looks for Summer 2009.

Industry Work \ ShopBar Fashion Show\\\

Skills \ Event Planning Public Relations Fashion Show Production Styling Time Management Leadership Teamwork Organization


ShopBar “Summer Mess” Fashion Show\\\



Carolina Benitez

4845 SW 80th St Miami, FL 33143\ 305 333.5675\Benitez.carolina@gmail.com

Education AI MIAMI INTERNATIONAL UNIVERSITY OF ART & DESIGN, MIAMI FL Bachelor of Arts Degree in Fashion Merchandising Dean’s and Honor’s Lists

Professional Experience

JUL 08-MAR 11

SONIA GIBSON & ASSOCIATES PR, MIAMI FL JAN-MAR 11 Internship • Worked with designers and retail store clients to promote visibility ; assisting clients with store openings , fashion shows and special events • Represented designer brands at industry functions, special events and tradeshows • Initiated and maintained positive relationships with media including in -person briefings, event attendance, story pitching and response to editor inquiries • Learned the networking culture of broadcast media ; visited the regional offices of television networks to promote client activities for publicity • Distributed press kits and products to media as part of promotional strategy • Conceptualized, wrote, and supervised the execution of web-related items, including, e-mails, website refreshes and social media updates Created qualitative media contact file • SHOPBAR, MIAMI FL MAR 09-DEC 09 Owner, Buyer and Manager • Leased space for a vintage boutique in a Miami Beach pub • Developed entire concept and was responsible for purchasing, operations, visual merchandising and customer service • Event planning and public relations for fashion shows and special events • Received award for Best Vintage Boutique Bar in the Best of Miami New Times 2009 ART NEXUS MAGAZINE AT ART BASEL, MIAMI FL DEC 06 Internship- Assistant for gallery art tours • Scheduled and organized tours for VIP clients; meeting with clients to provide exceptional service • Supervised and supported docents to enable punctuality and accurate art information CERNUDA ARTE GALLERY, CORAL GABLES FL JUN 04-AUG 04 Internship- Assistant to Gallery Owner • Helped staff with customer service and sales nvolved in setting up gallery exhibitions • Accountable for organizational work such as artwork cataloging and up-to-date customer information • Gallery assistant at the Los Angeles Art Show in Santa Monica, California.

Skills Summary Fashion Journalism\Public Relations and Marketing\ Fashion Show Production \ Special Events Fashion Merchandising\ Trend Forecasting\ Fashion Styling \ Buying and Assortment Planning

Computer Proficiency

Microsoft Word\Microsoft Power Point \ Photoshop \ QuickBooks \ Paradox \ Microsoft Excel

Languages

Bilingual: English \ Spanish

References\Portfolio\Available Upon Request


DISCLAIMER & CONTRIBUTORS

Sales Promotion Plan Trend Forecast Bookl Fashion Editorial Creative Business Plan

Trademark/Brand/Company logos (where utilized) are being used for the execution and completion of school assignments only and do not represent work completed for the respective company as an actual client. It is neither the intention of the school nor the student to misrepresent such a relationship.

WEBSITES USED http://www.style.com/ http://www.men.style.com/ http://chloe.com/ http://www.net-a-porter.com/ http://www.instyle.com/


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