2016 AICA-SF Portfolio: Brand Book - Genesis.Fyi

Fashion e-commerce retail concept targeting male and female fashion individualists. Vendor collections offers an unconventional and subversive appeal, insisting our client lead with self-expression.

OBJECTIVES

MISSION introduces its clientele to a fashion world led

by Futuristic, International and Avant-Garde designers, with a Dominant, Sporty and Edgy flair.

Our commitment to quality is managed by careful overview of products and research into available brands. Top values we seek when selecting our vendor collections are: craftsmanship, ethical sourcing and passion.

A fashion e-commerce destination with added benefits to develop, maintain and nurture customer relations.

Pop-up locations in metropolitan cities, where customers influence potential locations.

1.

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MISSION

Challenging trends and consumer reservations toward fashion creates a sense of anticipation and curiousity. At Genesis, we believe staying away from the mass produced ensures quality, craftsmanship, unique appeal and customer loyalty.

Attention to thriving and introductory brands, as well as established designers, helps offer something different than the easily recognizable. ...You will demand attention.

2.

http://www.deuxhomm.es/wp-content/uploads/2014/11/BARiGON-MAN.16.5.14-56787.jpg http://fuckingyoung.es/wp-content/uploads/2014/11/BARBARA-I-GONGINI_ss15_lookbook_fy5.jpg

Objective - Mission Essence Domme

Vendors

CONTENTS

pgs. 1-2 pgs. 5-6 pgs. 7-8 pgs. 9-10

Product Spotlight

pgs. 11-12

Branding

pgs. 13-14

Packaging

pgs. 15-16

Target Market

pgs. 17-18

Competition

pgs. 19-20

Marketing - Website

pgs. 21-22 pg. 23 pg. 24

Customer Benefits “Gen-Street” Campaign

AGAINST THE GRAIN

CUTTING EDGE

METROPOLITAN

S

CRAFTSMANSHIP

DOMINANT

Independent

AD LE

Fashion

STRONG

SUBTERRANEAN ASSERTIVE Senses

ED

GY

Innovation Proud

Fearless

Epitome

Attention

RIS

Progressive

Post Apocalyptic

DEMANDS Ahead

n

er

od

Bold CONFIDENCE Passion

ER

AK KT

M

A

VA N T

E GARD

Alluring

Extrovert

Daring

EXCITE

INTERNATIONAL FLAVOR

BREAK FREE

Black and White frame our branding. Salt Box & Tawny Port are accent colors, using their monochromatic variations to amplify the mystery that surrounds Genesis.

http://www.deuxhomm.es/skingraft-aw14-editorial/ https://www.pinterest.com/

Genesis gravitates towards strong, bold statements that demand for the common judgments to be questioned.

Our mood board is always evolving and becomes a main point of interest with our customers and trend hunters. It invokes the dominant aesthetic, a subterranean mystique, with a “At Your Own Risk� sense.

Our choices in tones remain consistent, using variations of Black and White.

The signature Sticker Label typeface, Black high gloss patent, has the ability to stand strong among multiple distractions.

Pops of exposed brick help redefine our brands image.

CHRISTOPHER MENDEZ - OWNER CMENDEZ@GENESIS.FYI

6.

n just more tha on n io is v n collecti ted to e e we star en’s wear m im o t w s a r u w Dom, it nched o Genesis 15 we lau f 0 o 2 hetic. s f s o e g c c n su nies aest Spri a e p th m o In c .

With the t r r u a true to o counterp our male mme, which stays Do Genesis -

The Essence of Domme introduces pops of neon color: Tangerine, Plum and Lemon.

Domme’s branding was inspired by a sharp attitude but still feminine, hense the Shattered Glass Effect. Female empowerment pairing with the female figure becomes embraced by Domme’s essence.

The Gen esis - Do mm independ ent think e woman is an ex ier with a t n “I don’t rover t with a che e k y ye t d give a *** *” flair.” irect attit ude,

New designers include: 7.

&

an

https://www.pinterest.com/

PRIMARY VENDORS

Our clients can rely on our commitment to showcase strong and creative designers, that create a powerful personality.

Keeping up-to-date with seasonal and social trends assists us in catering to the certain niche in the industry.

Vendor collections are known for their unique self-expression and “Going Against The Grain.�

International vendors offer a broad spectrum of construction.

Products have a precise attention to detail with materials and craftsmanship a priority in execution.

Any purchase is guaranteed to be a long lasting investment.

SECONDARY VENDORS Inklaw Clothing, Black & Greige, Numero 00, Ovate, Juun J, Unconditional, Isabel Benenato, Joe China, ADYN, Minoar, Garcia Valez, Masnada, Anne Sofie Madsen & Julius.

SPECIALTY VENDORS Cinzia Araia, Marsell, Zana Bayne, House of Malakai, 0770, Fleet Ilya, Chromat, and Faliero Sarti. http://www.deuxhomm.es/skingraft-aw14-editorial/ http://maisonmichelange.tumblr.com/

PRIMARY VENDORS - Bridge $300 - $4,000 SECONDARY VENDORS - Contemporary $100 - $3,000 SPECIALTY VENDORS - Bridge/Contemporary $100 - $2,500 • Our clients are invited to mix and match products through bridge and contemporary price points. • Contemporary priced items also intrigue the secondary client who strives to build their wardrobe collection referencing primary vendor selections.

Showcasing designs by up-and-coming designers offers a platform to elevate design leaders within the industry.

Current example: Michel Ange AAU - San Francisco Senior Fashion Design Student

http://oaknyc.com/blog http://www.deuxhomm.es/ http://www.clothing.demobaza.com/LOOKBOOK/

Our typeface was created using a Photoshop stamp tool called “Label Brushes” by TAZ. Each individual letter was selected and properly placed within specific margins.

This typeface also acts as subheadings.

GENESIS USES TWO VARIATIONS OF TYPE:

TAKE COVER ABCDEFGHIJKLMNOPQRSTUVWXYZ aBcdefghijklmnopqrstuvwxyz 1234567890.!”%&*()#@?/

PT Sans Italic, Bold, Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.!”%&*()#@?/

TAKE COVER

PT SANS

A play on our typeface. A bold and distressed look with an impactful voice.

Used for all headings.

Sharp and legible used in all body text, comes in a variety of weights: Italic, Bold & Bold Italic.

WHITE Hex: #FFFFFF R255 G255 B255

SALT BOX Hex: #645D62 R103 G94 B36 Closest Pantone: 10385C

BLACK Hex: #000000 R00 G00 B00

TAWNY PORT Hex: #653E4D R101 G62 B77 Closest Pantone: 19-1725 TCX

The color palette includes Black and White as bold statement tones while Salt Box and Tawney Port are used as accent colors.

Hangtags: Two variations, comprised of two layers: thin plexi glass, translucent with a slight gradient and heavy cardstock. Back shares product information.

Denise, Thank you for choosing Genesis, we hope your new purchase becomes a valued piece in your wardrobe.

We can’t wait to see how you style it! @Genesis_FYI Enjoy,

Thank You Cards: Slipping a short thank you note, cardstock with branding, completes the package and reminds the client to tag a photo with @Genesis_FYI. 15.

Adhesive Stickers: Sleek rounded stickers, Dom or Domme.

Attaches to tissue paper completing packaging.

Tissue Paper: A Custom dyed-to-match Salt Box color hue.

Shipping Boxes: We offer 4 sizes of shipping boxes. This ensures all items have a corresponding package. The outer shell has brick detail along the width of the box and on the front. Our logo stands strong.

JULIEN - 29 NYC

Photographer - Bleumode.com French born, Julien is well versed in worlds of art, design, photography, and busness. Inspired by people and happiest when around those he values most.

• Living in metropolitan cities offers mind-opening experiences • Influencer’s include: JR, Ai WeiWei, Rei Kawakubo, Martin Munkasci • Inspired by the re-invention of the minimalist aesthetic

http://onabbotkinney.com/wp-content/uploads/2013/09/lily-gatins-michael-dumler-pfw-balmain-ss14.jpg http://www.lereport.com/wp-content/uploads/2013/06/DSC_4623-1.jpg http://styleinsider.com.ua/wp-content/uploads/2015/03/ZAGLAVNAYA-LOGO2.jpg www.opaterny.com

LILY - 35 BEIJING, CHINA

Stylist - Founder & Art Director at Le Report.

A dark beauty, Lily is almost always seen wearing all Black with an innovative eye for textures and accessories.

• Not afraid to take risks, pursues her own creative path • Influencers include: Isabella Blow, Lynn Yaeger, Diane Pernet • Connects with like minded creative individuals with a singular vision and style

Edgy Avant-garde & New-age minimalists Primary customers thrive in metropolitan cities. Surrounded by culture, aesthetic, beauty and variety, our customers fuse personal aesthetics with new world life. Strong in opinions and style, they are known for associating themselves with creative individuals and showcasing fashions which fully encompass a strong sense of taste, quality and independance.

• Lover of the construction of garments, not just the label • Attention-grabbing collectable pieces, exaggerated silhouettes • Black fashions = a foundation to build upon own style through textures and accessories • Clean cut minimalism • Inspired by activists who have an identity • Shops with the intention of collection and aquiring products with an identity

Secondary Market Looking up to the primary shopper for fashion and creative inspiration. Shopping on a contemporary budget, this market is guaranteed to find pieces within our secondary vendor selections. Using social media platforms to keep in touch with trends and inspirational figures helps this market define what is new and innovative. Fashion and creative blogs are inspirational tools to witness avant-garde and innovative concepts. Our secondary market values craftsmanship and sustainability within recognized brands and are tempted by designer labels rather than the quality of garments. hotgossipcooljams.blogspot.com

Shop Untitled is a unique destination that was born from partners Gapu Suri and Kevin Kelly’s love of fashion. Shop Untitled has brought forth first collections from Galliano, Westwood, McQueen, Margiela, Simmons.

“To provide a home for the creative mind and spirit, in a friendly environment, served without attitude.”

–Shop Untitled Place: New York City brick & mortar location and e-commerce with 30 + years experience in the industry Product: Artisanal fashions by independent designers and similar brands carried: Skingrft, Demobaza, D-Gnak Price: Bridge-Luxury Strengths: Decades of exposure in the fashion industry, Brick & Mortar location with an established clientele, various brand selection Weakness: Luxury price point, lack of client benefits, simple product descriptions, no added product videos

Unconventional is a United Kingdom based e-commerce platform showcasing emerging menswear talent from around the world, infusing new life into E-commerce. A neoprogressive click and mortar concept sets trends and perpetuates innovation with an insatiable appetite for fresh talent. Global customer base and a reinforced concept of being opposite.

Place: E-commerce site based out of the United Kingdom Product: Dark neo-futuristic themed clothing, handcrafted clothing styles in modern silhouettes for men Price: Bridge-Luxury Strengths: Strong vision for mens fashion, innovative and fresh creative talents, contemporarily designed e-commerce site Weakness: Location, niche market, price point, international shipping fees, and no customer perks

20.

MARKETing Upon entering Genesis.FYI the initial splash page is set up so the user can instantly browse either Dom or Domme product assortment.

E-commerce site offers: • Diverse inventory - not confined within four walls • Seasonal Look books • Designer Profiles • Store Blog • Company information • Added consumer benefits...

22.

At Genesis, we believe customer relations are a vital factor for our day-to-day business operations. We continuously strive to come up with innovative ways to bring the most to our clients and believe they deserve benefits for their loyalty.

VIP Rewards

Pop-Up Shops

Rewards program based on a point system. The more you buy, the more you save! Each dollar spent, prior to taxes, earns a point towards future purchases.

Look for us in major cities to get better acquainted with our collections and our Genesis family. Online Polls give a chance for customers to suggest new cities.

“SKYPE-Ments”

Product “Look & Feel” Videos

Love a product but cant figure the correct way to style? Skype appointments help any client with styling needs. General sizing and product questions welcomed.

Each product comes alive with a short video allowing clients to see how product moves before they purchase. Live visual representation, rather than on a shelf.

Our campaign uses street marketing tactics, to ensure an always impactful and ever clever take on building brand awareness to our clients.

Postcard size images are strategically placed within art venues, dance-halls, and trendy hotspots, along with metro stations and active consumer areas with high traffic volume in metropolitan cities.

Each postcard comes with a redeemable 15% off the clients first purchase, while the actual postcard can be kept as a collection piece or a wall mount.

Pop up shop invites are created with a similar design aesthetic and are mailed directly to our VIP clients.

5� x 7�

Photography: Cooper and Gorfer

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www.deuxhomm.es

GENESIS is fictional brand created

by Christopher Mendez for AICA-SF FMMA419 Portfolio II Winter 2016.

If you wish to contact me email: ChristopherHMendez@Gmail.com