FASM 310 - PRIVATE LABEL DEVELOPMENT PROJECT

Elsa Maria Lobo // Ines Aldana

FASM 310-Private label development

ABOUT COMPETITORS STORES TARGET MARKET / CUSTOMER PROFILE INSPIRATION COLOR & FABRIC TRENDS COLLECTION LINE-UP TEC PACK / COSTING ASSORTMENT PLAN ADVERTISING / BRANDING PRODUCT LAUNCH EVENT

RACHEL COMEY

ABOUT Born outside of Hartford, Connecticut, Rachel Comey attended the University of Vermont as an art major with a focus on sculpture. After college, Comey moved to New York City to further pursue opportunities in the arts.Her earliest efforts in fashion came as costume designer for bands in the downtown music scene, earning her a place in the 2001 WhitneyBiennial.

In 2001, Comey launched her eponymous collection of menswear inspired by the young music scene in New York. Thanks to strong word of mouth, the collection proved a success, and she began to develop a loyal following.

By 2004 Comey had added womenswear and footwear to her burgeoning business. The women’s collection quickly took off and developed its own grassroots following. Her collections became known for artful custom textiles, graceful modern silhouettes, and covetable footwear. The brand appeals to the intelligence and independence of her customers,who appreciate locally produced garments, thoughtful hand crafted details and an offbeat charm. All woven garments are made locally in midtown Manhattan while knitwear and footwear is made in Peru.

The collection is stocked in many of the world’s finest boutiques and department stores.

In 2012, the online shop, rachelcomey.com was launched. In Spring 2014, the first Rachel Comey flagship store will open at 95 Crosby Street in New York, New York.

From its origins in New York in 2002, rag & bone instantaneously distinguished itself by combining British heritage with directional, modern design.

Inspired by a desire to create beautifully constructed clothes, rag & bone prides itself in the time-honored techniques of supremely skilled, local manufacturers at some of the oldest factories in the country. The importance of quality, expert craftsmanship and attention to detail resonated deeply, informing the brand’s core philosophy.

-Similar Accessories Design Aesthetic -Similar Category Price Range -This competitor was determined based on the accesories market of both brands

RAG & BONE

8432 Melrose Place Los Angeles, CA 90069

95 Crosby Street New York, NY 10012

TARGET “

I’m really just thinking about what modern woman want to wear, I want to give them great fits but also fun, interesting things

”

For woman that want to be put together but not sexy

A cult of interesting, artistic women has formed around Rachel Comey’s clothes. They are women who want to feel feminine without being overt.

They look for designs that are simple, structural and incredibly wearable but not at all boring.

They have to be able to move around the city, get off the train, and then meet someone for coffee.

CUSTOMER A 44-year-old Gallery Director living in Brooklyn, earning 71k yearly. She is originally from Verona, Italy and moved to New York City for college, to pursue a career in Art and Sculpture. She always dreamt of opening her own art gallery and with the help of her parents she finally did it. Due to her hectic lifestyle she always looks for fashion that offers her comfort but makes her always look put together but not boring at all.

PETRA CASANOVA

A 28-year-old Architect living in Santa Monica, LA, earning 65K yearly. She is originally from Vancouver, Canada, and moved to Los Angeles when she was offered a job position as a Architectural Project Manager. Her decision was also influence by the fact she wanted to run away from the cold weather. She follows fashion but she is not obsessed over it, she describes her style as clean and modern.

ELIZABETH ROBERTS

I N F U S I O N

COLOR Inspired in the LATAM COLOUR A/W 17/18 INfusion which is a diverse palette but also one of surprising balance.

These colors all work well with each other either in contrasting or complementary ways, resulting in a range with great versatility.

COLLECTION Retail: $160 Cost: $50 Retail: $286 Cost: $71.50

Retail: $305 Cost: $76.25

Retail: $250 Cost: $62.50 Retail: $179.99 Cost: $45

Retail: $105 Cost: $26.25

Retail: $90 Cost: $22.50

Retail: $200 Cost: $50

Retail: $170 Cost: $42.50

Retail: $120 Cost: $27.25

CAROLINE BAG CIRCLE CROSSBODY BAG Retail: $160 Season: Fall/Winter 7 Description: Women circular crossbody handbag

JULIA BAG BUCKET BAG Retail: $286 Season: Fall/Winter 17 Description: Ladies Bucket crossbody Target Price: $59.98 Qty: 100

FRANCHESCA BAG FLAP BAG Retail: $305 Season: Fall/Winter 17 Description: Ladies Flap Bag Target Price: $64.01 Qty: 100

DUFFY BAG BAGUETTE BAG Retail: $250 Season: Fall/Winter 17 Description: Ladies Baguette handbag Target Price: $52.33 Qty: 150

BEA BAG DRAWSTRING BAG Retail: $179.99 Season: Fall/Winter 17 Description: Ladies drawstring bucket bag Target Price: $37.46 QTY: 170

FLAVIA BAG TRIANGLE BAG Retail: $105 Season: Fall/Winter 17 Description: Ladies Triangle Wristlet handbag Target Price: $21.54 Qty: 150

ALIA BAG HALF MOON BAG Retail: $90 Season: Fall/Winter 17 Description: Ladies Half moon tote bag Target Price: $18.36 Qty: 100

LU BAG SQUARE HANDLE BAG Retail: $200 Season: Fall/Winter 17 Description: Ladies square handle bag with strap Target Price: $41.71 QTY: 150

ZOE BAG CROSSBODY TOTE BAG Retail: $170 Season: Fall/Winter 17 Description: Ladies Tote crossbody Target Price: $20.99 Qty: 150

VALENTINA BAG CIRCLE CLUTCH BAG Retail: $120 Season: Fall/Winter 17 Description: Ladies circular clutch bag 1st Delivery: 08/25/17 Target price: $24.73 Proj Qty: 100

ASSORTMENT PLAN

SEASON: FALL 17 DELIVERY DATE: AUGUST 25/2017

SIMONE ACCESSORIES COLLECTION Ltd. Headquarters Gyeongsu-daero Uiwang-si Gyeonggi Postal Code: 437801 Tel: 822-31-477Fax: 822-31-420-

Website: http://www.simone.co.kr

Simone Accessories Collection Ltd. is engaged in manufacturing leather bags, belts and other women accessories. The company is based in Uiwang, Gyeonggi-do Province, South Korea. Simone Accessories Collection Ltd. was incorporated in 1987.

ADVERTISING

W I N D O W D I S P L A Y

LAUNCH

WHERE: OPENHOUSE 201 MULBERRY ST, NEW YORK, NY 10012 WHEN: SEPTEMBER 7, 2017 BUDGET: $17,000 DESCRIPTION: Rachel Comey has never been championed by a celebrity or a powerful editor. It’s really always been by word of mouth, and loyal customers. The event will be a relatively small gathering in the Openhouse Gallery. The brand’s loyal customers and selected press will be part of the guest list.

There will be a brunch, and the handbags will be displayed by models wearing the same color palette of Rachel Comey designs.

RESOURCES: www.wgsn.com www.businessoffashion.com www.rachelcomey.com www.wwd.com www.rag-bone.com Business Source Premier

SPECIAL THANKS TO: Lucia Marti, SCAD Jewelry & Accessories designer for collaborating with us for the creation of the key item of the collection.