Creative director, Katelyn Pankoke, started Elaya Vaughn, a vintage inspired bridal line, in 2010. Elaya Vaughn values quality fabrics and attention to detail Supports fair labor All gowns are made here in Chicago! Elaya Vaughn prides itself on creating an overall experience for brides
To provide every type of bride with “The One�: A gown of artful femininity, and a memento to keep for a lifetime.
Creative director, Katelyn Pankoke, started Elaya Vaughn in 2010. The name, Elaya Vaughn, comes from two of Pankoke’s family names. Katelyn has been designing for ten years; however, as with most girls, her interest in bridal began early on in life. Katelyn earned a Bachelor’s degree in Apparel Design and Technology. While still in school, she began her career with commissioned design work that consisted mostly of evening wear. It has always been her goal to start her own line, and that time has finally come. As a designer, Katelyn is very detail oriented; this is evident in the textile manipulation, and other fine details seen in each of her designs. As creative director, Katelyn ensures that each gown consists of the highest quality of materials. Katelyn is a proponent of fair labor and is proud of keeping the manufacturing of her gowns in The USA. Katelyn describes her design aesthetic as artful femininity. Foremost in her focus is the fit of her designs and how they make the bride feel. Katelyn insists that Elaya Vaughn is more than a brand; Elaya Vaughn is an Experience. Katelyn also understands that a wedding gown is unlike any other purchase a woman will make, and she is determined to make sure that this experience is just as unforgettable as the wedding itself. This past year has been particularly exciting for Katelyn and the whole Elaya Vaughn family. Katelyn is a contestant on Season 11 of Project Runway. After taking home a big wins on the Heidi Klum, Surprise challenge, Katelyn has become known for her structure and corsetry. In the beginning of 2013 Katelyn started working with the Chicago Fashion Incubator as a Designer in Residence at Macy’s on State Street. This past Spring has presented Kate with great opportunities and connections that are sure to help make Elaya Vaughn a success. Katelyn was recently engaged this past December to her high school sweetheart. Now the ultimate question, what will she wear
Age: 18-32 Sex: Female Family Life Cycle: Engaged Income: $40,000 and up Education: College degree or currently in college Occupation: Business woman Religion: All Ethnic Background: All
The Elaya Vaughn girl is independent and knows what she wants. She is 18-32 years old, hard-working, and has job in the business field that involves expressing her creativity. She has an income of $40,000 and up, and loves to spend her extra money on creative hobbies. The Elaya Vaughn girl can come from any ethnic background or religion, but has a style that is all about modern vintage, and romance. She wants her gown to reflect her personal style, and to be made from the highest quality materials and embellishments. As a bride she is looking to spend $30,000 dollars on her wedding. She wants the complete experience when finding a gown, and wants her gown to be a memento she can treasure for a lifetime.
Kate’s Vision Change of Deliverables Our Roles Marisa – Visual & Marketing Coordinator Claire – Design & Operations Coordinator Renee – Business & Financial Coordinator
How we utilized social media networks Benefits Challenges
The 4 P’s: Product Unique, extravagant gowns complete with Elaya Vaughn’s signature metal coil boning Place Boutiques, trunk shows, online website, and blogs Promotion Reaching brides through blogs, Pinterest, social media Price Wholesale = $750 - $2500 Retail = $1500 - $5,000
Main Competitors: Anne Bowen Claire Pettibone
Main differences: EV uses a special metal-coil boning where as competitors use plastic or even none at all. Perfect fit for every shape and size.
Strengths
Weaknesses
• Domestic Production • Environmentally Conscious • Accessibility • Quality Garments • Low variable costs • Youth and Publicity • Family supported and structured • Established/household name
• Lack of solid sourcing • Organization • Understanding the customer • Understanding constraints • Targeted/strategic visibility • Stragetic planning • Lack of financial accounting • Customer base
Opportunities
Threats
• Selling in the Chicago Market • Utlizing the current publicty • Current wedding trends in favor of Elaya Vaughn design aesthetic • Advertising in Martha Stewart Weddings Magazine, The Knot, and Style Me Pretty Blog
• Risk of Audit • Increased Competition • Advertising rates are rising • Wedding budgets seem to be shrinking
Before
A"er
Submit Design Samples to vendors/ buyers
Design Process
Garment Engineering
• Include style sheet, construction details, fabrication, accessories, etc.
Sales Sample
Sales Order
Pattern Design
• Sample made in actual fabric/accessories • Pre-Production meeting • Define/Purchase all raw materials needed • Create bills of materials • Create Price Lists
• Create purchase orders for style items • Perform material planning
• Sample Making • Production pattern • Grading • Marker Making • Spreading • Cutting • Quality Check • Sorting/Bundling
Sewing/Assembling • Garment Construction • Inspection • Pressing/Finishing • Final Inspecition • Packing
Generate Allocation and Delivery Proposals • Confirm Shipments • Sales Order Updates • Distribution • Financials
Quality control and garment specification checklist Designer Name Here
Date
Garment Description
Style No.
Check
Fabric
e.g. Red Silk Satin
Seam Type
e.g. Open - satin bound
Seam Allowance
e.g. 4mm
Zip
e.g. 18cm invisible
Fastenings
e.g. 4 24l buttons
Stitches per inch
e.g. 15
Thread Type
e.g. Gutermann 70
Thread Colour
Interlining
Pad
Key Measurement 1
Key Measurement 2 Key Measurement 3 Key Measurement 4 Key Measurement 5 Content Label Logo Label Swing Ticket Hanger Bag Other Other Comments
Group Dynamic/Teamwork: Our experience What worked within our team Our Challenges Key Takeaways
Marisa’s Press Kit Renee’s Accounting/Finances