HER CHOICE
EMILY JIANG/ CLAUDIA LEIVA / RAQUEL BENJAMIN FASM 420 / PROFESSOR DONALD LEVY
reaso ni ng f o r b r an d
/ / V I DE O P LAY S
compa ny o v e rv i ew
HER CHOICE is a private burkini company targeting the higher income Muslim women. We aim to provide muslim women with modest beach apparel that they can look and feel confident in.
value s tat e m en t A woman is not defined by her clothes, but instead her character. HER CHOICE values making clothes that can become a form of self expression for women who embrace a modest way of dressing in a modern way.
miss i o n s t at eme n t Muslim women should not be limited to specific physical activities involving the beach just because of their choice to be modest. HER CHOICE is fulfilling the long-ignored needs of Muslim women by making burkinis that make them feel empowered.
vision st at ement
Modernized modest swimwear for muslim women.
org aniz ation ch art Claudia Leiva //CEO
The CEO’s leadership role also entails being ultimately responsible for all day-to-day management decisions and for implementing the Company’s long and short-term plans. The CEO has overall responsibility for creating, planning, implementing and integrating the strategic direction of an
Emily Jiang // Creative Design Department
Focuses on the aesthetics of a user interface and any related materials by strategically implementing typography, images, and colors. Design the new season collection for the company.
organization.
Raquel Benjamin
Raquel Benjamin
// Human Resources Department
// Marketing Department
Focuses on administrative duties, staffing and recruiting
Is responsible for promoting business and driving sales by
workers in effective areas, and employee benefits, to
identifying target customers and maximizing the ways to
maximize the productivity of the organization.
reach their audience.
com pe ti to r s EastEssence EastEssence started out with an intent for modest, comfortable and affordable Islamic attires for the consumption by masses. Based out of Silicon Valley, California and working to cater to a sizeable growing Muslim population and their appetite for modest dressing that rings in ethnic cultural ethos along with contemporary aesthetics.
Modanisa Modanisa is the first online fashion and shopping website for those women who embrace a modest dressing style and through which they can find thousands of options in line with their dressing style in this platform. Modanisa.com is Turkey’s first and only international shopping website making sales to 75 countries and having more than 6 million visitors a month.
t arg e t c ust o mer Huda - Age: 28 years old - Status: Recently married -Income: $60k a year -Ocupation: Lifestyle blogger and Youtuber // She is from the United Emirates, currently living in LA // Graduate from FIT // A modern muslim women who prefers spending money on high quality items // Attends fashion events and blogging events
mo o d bo ard
col or b oa rd
BLUSHING
BREEZE
SWAYING TREES
DEMURE
POWER WOMAN
col l e ct i on l i ne -up
Retail - $120
Retail - $150
Retail - $150
Retail - $120
Retail - $95
oth e r pro d u ct s o ff e red
// Aviator sunglasses
// Canvas box bag // Beach cover up
// Blush Leather sandals
TH A N K YO U !
T HA NK YOU !
https://www.hautehijab.com/blogs/hijab-fashion/28-most-influential-hijabi-bloggers https://www.instagram.com/heba_jay/ https://www.instagram.com/chinutay/ https://www.instagram.com/omayazein/ https://www.theupcoming.co.uk/2016/09/13/anniesa-hasibuan-springsummer-2017-collection-catwalk-show-nyfw/ https://www.wgsn.com https://www.youtube.com/watch?v=rHlyAfuXEvo