SPRING 2016 HANDBAG COLLECTION EMMA ANDREWS
TABLE OF CONTENTS EXECUTIVE SUMMARY
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COMPANY STATEMENTS MISSION
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VISION
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SOCIAL RESPONSIBILITY
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CUSTOMER PROFILE
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CUSTOMER NARRATIVE
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MOOD BOARD
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BRAND EXTENSION RATIONALE
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GROUP OVERVIEW
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ASSORTMENT CLASSIFICATION PLAN
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ASSORTMENT MASTER PAGE
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COST SHEETS
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BRAND IDENTITY
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RETAIL PARTNER
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PRODUCTION CALENDAR
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PURCHASE ORDER
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SEASONAL SALES PROJECTIONS
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SALES PROJECTIONS MASTER PAGE
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FLOOR PLAN
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MARKETING PLAN
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PRESS KIT
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LINE SHEETS
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BIBLIOGRAPHY
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EXECUTIVE SUMMARY AT DELPOZO WE ARE PLEASED TO INTRODUCE OUR HANDBAG COLLECTION FOR SPRING 2016. THE AESTHETIC OF THIS COLLECTION IS INSPIRED BY UNIQUE ELEMENTS OF SPRING THAT WE MAY NOT ALWAYS NOTICE IMMEDIATELY. BUT WITHOUT THESE SPECFIC ELEMENTS, SPRING WOULD NEVER BE THE SAME. THIS COLLECTION IS TO SHOW APPRECIATION FOR A BEAUTIFUL SEASON BY INCORPORATING THE USE OF COLOR, TEXTURE AND EMBELLISHMENT TO EMPHASIZE THE FEMININE NATURE OF THE SPRING SEASON. EACH HANDBAG IS NAMED AFTER A SPECIFIC ELEMENT OF THE SEASON.
SPRING EQUINOX DELPOZO SPRING 2016
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MISSION STATEMENT AT DELPOZO WE STRIVE TO PROVIDE OUR CUSTOMERS PRÊT-ÀCOUTURE FASHION WITH A CONTEMPORARY AND FEMININE APPEAL. OUR APPROACH TO FASHION INCLUDES CONTRADICTORY ELEMENTS TO CREATE CAPTIVATING VISUAL CONCEPTS. OUR EMPHASIS ON COLOR, TEXTURE AND DETAILS ALLOWS FOR A UNIQUE YET MODERN AESTHETIC.
VISION STATEMENT WE PRIDE OURSELVES ON OUR COMMITMENT TO CRAFTMANSHIP AND ARTISTRY WITHIN THE FASHION INDUSTRY. WE AIM TO SPREAD OUR TECHNIQUE AND APPRECIATION FOR TRADITION ACROSS THE GLOBE. ULTIMATELY, WE WOULD LIKE TO SEE STAND ALONE DELPOZO LOCATIONS IN EVERY FASHION FUELED METROPOLITAN AREA BY 2020.
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SOCIAL RESPONSIBILITY DELPOZO IS AN ADVOCATE FOR THE METROPOLITAN MUSEUM OF ART. WE PROUDY SUPPORT THE METROPOLITAN MUSEUM OF ART AND THEIR DESIRE TO “COLLECT, PRESERVE, STUDY, EXHIBIT, AND STIMULATE APPRECIATION FOR AND ADVANCE KNOWLEDGE OF WORKS OF ART THAT COLLECTIVELY REPRESENT THE BROADEST SPECTRUM OF HUMAN ACHIEVEMENT.” WITHOUT KNOWLEDGE OF HISTORY, ONE CANNOT BEGIN TO APPRECIATE THE FUTURE.
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CUSTOMER PROFILE GEOGRAPHIC SEGMENTATION
DEMOGRAPHIC SEGMENTATION
SOCIOCULTURAL SEGMENTATION
COGNITIE SEGMENTATION
REGION ANY CITY SIZE 100,000+ POPULAATION DENSITYURBAN CLIMATE ALL
CULTURE SUBCULTURE: RELIGION NATIONAL ORIGIN RACE SOCIAL CLASS MARITAL STATUS PSYCHOGRAPHICS
ANY
AGE GENDER HOUSEHOLD SIZE INCOME OCCUPATION EDUCATION
ANY ANY ANY UPPER-MIDDLE CLASS SINGLE ACHIEVERS
DEGREE OF KNOWLEDGE BENEFITS SOUGHT ATTITUDE
BEHAVIORAL SEGMENTATION BRAND LOYALTY STORE LOYALTY USAGE RATE USER STATUS PAYMENT METHOD MEDIA USAGE USAGE SITUATION
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28-35 FEMALE 1-2 PERSONS 75,000 PROFESSIONAL COLLEGE GRADUATE
UNDIVIDED UNDIVIDED MEDIUM CURRENT USER/POTENTIAL USER CREDIT CARD MAGAZINES, BLOGS/SOCIAL MEDIA ANY
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EXPERT PRESTIGE POSITIVE
CUSTOMER NARRATIVE AUDREY STONE WAKES UP TO THE SOUND OF A ROARING BLENDER. ROLLING OVER IN BED, SHE REACHES FOR HER DOLCE AND GABBANA CAT-EYE GLASSES OFF THE NIGHTSTAND. CHECKING HER PHONE, AUDREY REALIZES IT’S NOT EVEN 5:30AM. SHE SHOVES HER FACE BACK INTO THE PILLOW AND SOFTLY CURSES THE FACT THAT HER BOYFRIEND IS AN EARLY BIRD. WITH NO NEED FOR AN ALARM CLOCK, AUDREY SHUFFLES INTO THE KITCHEN WHERE ELIJAH IS MAKING A KALE, BANANA AND STRAWBERRY SMOOTHIE. SHE GLANCES AT HIM WITH ONE OF HER LOOKS, TAKES A GLASS OF SMOOTHIE AND MAKES HER WAY FOR THE SHOWER. AT 7:30, AUDREY GRABS HER COLD PRESSED JUICE, IPHONE6 AND HER BLUSH PINK CHLOÉ SATCHEL AND IS OUT THE DOOR. SHE HAS A FEW MINUTE WALK TO WORK FROM HER CUTE ONE BEDROOM IN GOLD COAST. SHE ALWAYS LEAVES WITH ENOUGH TIME TO GRAB HER VENTI ICED DIRTY CHAI. WITHOUT HER ESPRESSO, SHE’LL NEVER MAKE IT THROUGH THE MORNING. SHE MAKES HER WAY INTO THE CHANEL STORE ON MICHIGAN AVENUE TO START HER DAY INSTALLING A NEW WINDOW DISPLAY. AUDREY HAS BEEN WORKING AS THE SENIOR VISUAL MERCHANDISER FOR THREE YEARS NOW AND HOPES TO BECOME PART OF THE DESIGN AND PRODUCTION TEAM WITHIN THE NEXT COUPLE OF YEARS. AFTER AN EVENTFUL DAY OF INSTALLING FIXTURES, DRESSING MANNEQUINS AND FINAL TOUCHES ON THE WINDOW; AUDREY IS EXCITED FOR THE FINISHED DISPLAY SHE HAS CREATED. AS SHE CALLS IT A DAY AROUND 5:20PM, SHE ADMIRES HER WORK ONE LAST TIME WHEN SHE GETS A CALL FROM REBECCA, HER BEST FRIEND. IT’S AN INVITE TO GET LATE DRINKS AT IO URBAN ROOFSCAPE WITH THE GIRLS TO CELEBRATE HER 30 T H BIRTHDAY TONIGHT. LATE DRINKS IS PERFECT SEEING THAT AUDREY HAS RESERVATIONS WITH ELIJAH AT 7:30 AT A SURPRISE PLACE. AUDREY MAKES HER 7|Page
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WAY HOME, NOT BEFORE STOPPING AT THE BAKERY ON THE CORNER OF HER STREET FOR SOME MACAROONS. SHE LOVES TO SATISFY HER SWEET TOOTH LATE AT NIGHT, SO SHE KNOWS SHE NEEDS TO COME HOME PREPARED. ONCE HOME, AUDREY TAKES A QUICK RINSE IN THE SHOWER AND THEN BEGINS THE TASK OF CHOOSING WHAT TO WEAR. DOES SHE CHOOSE A FUN AND FLIRTY ALICE & OLIVIA DRESS OR A JASON WU SLEEVELESS BLOUSE WITH BLACK HIGH-WAISTED JEANS AND HEELS? THE DILEMMA… AFTER TWENTY MINUTES OF DECIDING SHE GOES WITH THE JASON WU TOP AND JEANS ENSEMBLE AND SPICES IT UP WITH HER CUTE NEW DELPOZO CLUTCH. AS THEY TAKE A CAB TO GREEN ZEBRA, AN ALL VEGETARIAN RESTAURANT, AUDREY IS MORE THAN EXCITED. SHE HAS WANTED TO GO TO THIS RESTAURANT FOR MONTHS. AFTER HER SPECIAL DINNER WITH ELIJAH, AUDREY PARTS WAYS AND HEADS BACK INTO THE LOOP FOR LATE NIGHT BIRTHDAY DRINKS WITH THE GIRLS. LUCKILY, SHE HAS TOMORROW OFF. AUDREY DANCES AND DRINKS THE NIGHT AWAY CELEBRATING ANOTHER GREAT YEAR.
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MOOD BOARD
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BRAND EXTENSION RATIONALE AT DELPOZO WE AIM TO OFFER OUR CUSTOMERS WELL CRAFTED AND UNIQUE PRODUCTS WHILE INCORPORATING OUR MODERN FEMEINE AESTHETIC. WITH THE INTRODUCTION OF OUR NEW HANDBAG LINE, DELPOZO IS ABLE TO REACH AN ADDITIONAL CONSUMER SEGMENT. OUR CUSTOMERS DESIRES FOR CRAFTMANSHIP AND UNIQUENESS WILL CERTAINLY BE SATISFIED WITH THIS BRAND EXTENSION. BY INCORPORATING BELOVED DESIGN ELEMENTS SUCH AS COLOR, TEXTURE AND EMBELLISHMENTS THE DELPOZO HANDBAG COLLECTION CONVEYS A WHIMISICAL STORY FOR THE 2016 SPRING SEASON.
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GROUP OVERVIEW SPRING/SUMMER 2016
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ASSORTMENT CLASSIFICATION PLAN 1. YEAR 1) 2015 2) 2016 3) 2017 4) 2018
5. FABRICATION 1) LEATHER 2) SUEDE 3) PLASTIC 6. COLOR 01) CREAM 02) BLUSH PINK 03) LIGHT YELLOW 04) PERIWINKLE 05) MULTICOLORED
2. SEASON A) SPRING B) SUMMER C) FALL D) WINTER 3. CLASS 1) HANDBAGS 4. SUBCLASS 1) ENVELOPE CLUTCH 2) BOX CLUTCH 3) FOLDOVER CLUTCH 4) MINAUDIÈRE CLUTCH 5) BARREL 6) FLAP 7) SATCHEL 8) TOTE
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ASSORTMENT MASTER PAGE THE MEADOW HANDBAG:
THE CLEAR SKIES HANDBAG:
#2A151-01 #2A151-02 #2A151-04 #2A123-05
THE BREEZE HANDBAG:
#2A172-01 #2A172-02 #2A172-03 #2A172-04
THE PINWHEEL HANDBAG:
#2A112-01 #2A112-02 #2A112-03 #2A112-04
THE PEDAL HANDBAG:
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#2A121-02 #2A121-03 #2A121-04 #2A121-05
THE BLOSSOM HANDBAG:
#2A131-02 #2A131-03 #2A131-04 #2A131-05
THE AURORA HANDBAG:
#2A161-05
THE ARIES HANDBAG:
#2A181-01 #2A181-02 #2A181-03 #2A181-04 #2A181-05
THE TULIP HANDBAG:
#2A141-05
THE BOUQUET HANDBAG:
#2A171-05
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COST SHEETS
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BRAND IDENTITY COLORFUL | FEMININE | WHIMSICAL
COMPETITIVE EDGE CRAFTSMANSHIP | UNIQUENESS | TIMELESSNESS AT DELPOZO WE PRIDE OURSELVES ON OUR COMMITMENT TO TRADITIONAL TECHNIQUES. BY FOCUSING ON THE QUALITY OF OUR PRODUCTS WE CAN ENSURE OUR CUSTOMER LONG LASTING FASHION. OUR DISTINCTIVE DESIGNS ARE WHAT LURES OUR CUSTOMER TO OUR BRAND AND OUR TIMELESS AESTHETIC AND SILHOUETTES HAS THEM RETURNING EACH SEASON.
DISTINCTIVE CHARACTERISTICS COLOR | SILHOUETTE | EMBELLISHMENTS OUR PRODUCT IS DISTINGUISHABLE FROM OUR COMPETITORS FOR OUR VARIETY OF COLOR AND SILHOUETTES. WE UPDATE TIMELESS SILHOUETTES SO THAT OUR CUSTOMER WILL ALWAYS STAY IN TREND. OUR ATTENTION TO DETAIL IS OUR MOST NOTEWORTHY ATTRIBUTE. EMBELLISHMENT AND BEADWORK IS OUR SIGNATURE COMPONENT IN OUR DESIGNS.
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SEASON SPRING|SUMMER 2016
RETAILER SAKS FIFTH AVENUE
GEOGRAPHIC LOCATIONS 9634 WILSHIRE BOULEVARD BEVERLY HILLS, CA 90212 172 WORTH AVENUE PALM BEACH, FL 33480 700 NORTH MICHIGAN AVENUE CHICAGO, IL 60611 611 5TH AVENUE NEW YORK, NY 10022
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PRODUCTION CALENDAR SPRING SEASON 2016 INSTORE DELIVERY: FEBRUARY 2016 FEBRUARY | 2015 MARKET RESEARCH ANALYZE TREND REPORTS
SEPTEMBER | 2015 LINE EDITS DISCOVER BEST SELLERS
MARCH | 2015 INSPIRATION SKETCH DESIGN IDEAS
OCTOBER | 2015 PRODUCTION
APRIL | 2015 MOOD BOARD COLOR AND TEXTILE CONCEPTS SOURCE MATERIALS MAY | 2015 CREATE PATTERNS CONSTRUCT SAMPLES COST SHEETS JUNE | 2015 SAMPLES READY SHOWROOM
NOVEMBER | 2015 PRODUCTION CONTINUED
JULY | 2015 MARKET SALES RECORD PURCHASE ORDERS
FEBRUARY | 2016 IN STORE DELIVERY RECORD RETAIL SALES
DECEMBER | 2015 FINALIZE PACKAGING SHIP TO RETAIL LOCATIONS JANUARY | 2016 RETAIL STORE SET UP FINALIZE SHIPMENTS
AUGUST | 2015 RECORD PURCHASE ORDERS
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PURCHASE ORDER 28 | P a g e
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SEASONAL SALES PROJECTIONS SALES PROJECTION: 10 WEEKS
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SALES PROJECTIONS MASTER PAGE INTODUCTION PHASE |40%| TOTAL UNITS: 75 TOTAL SOLD: 30 TOTAL ON HAND: 45
MAINTENANCE PHASE |25%| TOTAL UNITS: 45 TOTAL SOLD: 20 TOTAL ON HAND: 25
CLEARANCE PHASE |35%| TOTAL UNITS: 25 TOTAL SOLD: 25 TOTAL ON HAND: 0
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FLOOR PLAN SAKS FIFTH AVENUE HANDBAG DEPARTMENT
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MARKETING PLAN TOTAL MARKETING BUDGET: $53,127 INTRODUCTION PHASE BUDGET: $21,250.80 (40%)
OBJECTIVE TO RAI SE AWARENESS OF BRAND AND NEW PRODUCT OFFERI NGS
STRATEGY TRUNK SHOW
TACTIC DELPOZO WI LL HOLD A TRUNK SHO W AT EACH OF THE FOUR SAK’S FI FTH AVENUE LOCATI ONS WHERE THE NEW HANDBAG LI NE WI LL BE CARRI ED. THE TRUNK SHOW WI LL BE AN RSVP ONLY EVENT ACCOMI DATI NG 85 GUESTS. THE TRUNK SHOW WI LL I NCLUDE A COMPLIMENTARY COCKTAI L HOUR 1 HOUR PRI OR TO THE SHOW. THE SHOW WI LL BE A PEDESTAL PRESENTATI ON OF THE NE W LI NE OF HANDBAGS. PROMOTI ON OF THI S EVENT WI LL BE FEATURED ON THE DELPOZO WEBSI TE AS WELL AS THEI R SOCI AL MEDI A PAGES. EACH ATTENDEE WI LL RECEI VE A GOODI E BAG WHI CH WI LL INCLUDE A $100 OFF DI SCOUNT (VALI D ONLY AT TRUNK SHOW EVENT,) A DELPOZO SPRI NG/SUMMER 2016 LOOKBOOK AND A DI SCOUNT ON ADMI SSION TO THE METROPOLI TAN MUSEUM OF ART (VALI D 2 YEARS AFTER DATE).
CONTROL METHODS SEEI NG THAT DELPOZO I S HAVI NG THIS EVENT AT NO EXPENSE TO THE GUESTS, DELPOZO WI LL OFFER CUSTOMERS A $100 OFF DI SCOUNT AS AN I NCENTI VE TO PURCHASE DURI NG THE EVENT. SEEING THAT THI S OFFER I S ONLY VALI D AT THE TIME OF THE EVENT, A SENSE OF URGENCY I S PLACED ON THE CUSTOMER TO PURCHASE WHI LST THE DI SCOUNT I S AVAILABLE. BY OFFEREING THE DI SCOUNTED ADMI SSION TI CKETS TO THE METROPOLI TAN MUESEUM OF ART, DELPOZO GI VES INCENTI VE TO CUSTOMERS THAT WI LL I N HOPES BE SEEN I N THE DONATI ON SEGMENT DURI NG THE MAI NTENANCE PERIOD.
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MAINTENANCE BUDGET: $13,281.75 (25%) OBJECTIVE STRENGTHEN BRAND LOYALTY AND RAI SE FUNDS FOR THE METROPOLI TAN MUSEUM OF ART
STRATEGY OFFER SPECI AL I NCENTI VE FOR DONATI ONS
TACTIC DURI NG THE MAI NTENANCE PHASE, DELPOZO HOPES TO ENCOURAGE CUSTOMERS TO DONATE TO THE METROPOLI TAN MUSEUM OF ART BY OFFERI NG A LIMI TED TIME % OFF DI SCOUNT DEPENDI NG ON THE GENEROSI TY OF DONATI ON. FOR $150 DONATI ONS, DELPOZO WI LL OFFER A 15% DI SCOUNT AND FOR $250 DONATI ONS A 25% DI SCOUNT. DELPOZO WI LL PROMOTE THI S PARTNERSHI P WI TH THE METROPOLI TAN MUSEUM OF ART THROUGH OUR SOCI AL MEDI A PAGES AND I N THE SAK’S FI FTH AVENUE LOCATI ONS.
CONTROL METHODS BY OFFERI NG A % OFF DI SCOUNT AS AN I NCENTI VE TO DONATE TO THE METROPOLI TAN MUSEUM OF ART, CUSTOMERS MAY FEEL MORE OPEN TO DONATI NG TO A REMARKABLE FOUNDATI ON. WI TH THI S INCENTI VE DELPOZO WI LL HOPEFULLY RAI SE MORE FUNDS WHI LE STRENGTHENI NG BRAND LOYALTY WI TH OUR CUSTOMERS.
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CLEARANCE BUDGET: $18,594.45 (35%) OBJECTIVE REWARD LOYAL CUSTOMERS
STRATEGY INVI TATI ON ONLY CLEARANCE EVENT
TACTIC DELPOZO WI LL HOLD AN I NVI TATI ON ONLY CLEARANCE EVENT BEFORE THE I NI TI AL LAUNCH OF THE CLEARANCE PHASE. I NVI TATI ONS WI LL BE SENT TO CUSTOMERS WHO PURCHASE FROM THE DELPOZO HANDBAG COLLECTI ON WI TH THEI R SAKSFI RST MEMBERSHI P CARD. THI S 3 HOUR EVENT WI LL BE HELD THE NI GHT BEFORE THE LAUNCH OF THE CLEARANCE PHASE. THI S EVENT WI LL I NCLUDE COMPLIMENTARY COCKTAI LS AND A DJ PREFORMANCE.
CONTROL METHODS DELPOZO WANTS TO REWARD OUR LOYAL CUSTOMERS WI TH AN EXCLUSI VE PREVI EW TO OUR CLEARNACE LAUNCH. WI TH THI S LIMI TED TIME PREVI EW AND PARTY, DELPOZO CAN SHOW I TS APPRECI ATI ON TO I TS LOYAL CUSTOMERS WHI LE I N TURN MAKI NG A PROFI T.
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DELPOZO SPRING EQUINOX HANDBAG COLLECTION PRESS KIT
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PRESS RELEASE DELPOZO IS HAPPY TO DEBUT A NEW HANDBAG COLLECTION FOR THE SPRING 2016 SEASON. THIS LINE HIGHLIGHTS THE UNIQUE ELEMENTS THAT MAKE UP THE BEAUTY THAT IS SPRING. THIS COLLECTION INCORPORATES DESIGN ELEMENTS SUCH AS COLOR, TEXTURE AND EMBELLISHMENTS TO CREATE A UNIQUE FEMININE AESEETHTIC. WITH THIS COLLECTION WE ARE COMMITED TO PROVIDING OUR CUSTOMERS WITH QUALITY CRAFTMANSHIP IN EVERY HANDBAG. THIS COLLECTION IS DUE TO LAUNCH FEBRUARY 2016 AT FOUR SAKS FIFTH AVENUE LOCATION. THE CITIES INCLUDE NEW YORK, CHICAGO, LOS ANGELES AND MIAMI. THIS COLLECTION WILL OFFER VARYING SILHOUETTES INCLUDING THE CLASSIC CLUTCH, SATCHEL AND TOTE BAG. OUR EFFORTS FOR MARKETING THIS NEW COLLECTION WILL INCLUDE EVENTS AND PROMOTIONS THAT WILL BE RELEASE AT LATER DATES.
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LINE SHEET SPRI NG/SUMMER 2016 DELI VERY DATE: FEBRUARY 1, 2016 COLORS: CREAM, BLUSH PI NK, LI GHT YELLOW, PERI WI NKLE, MULTI COLORED
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DESIGNER BIOGRAPHY JOSEP FONT WAS NAMED CREATIVE DIRECTOR OF DELPOZO IN 2012 AFTER THE DEATH OF JESUS DEL POZO, THE FOUNDER OF THE COMPANY. FONT, ORIGINALLY TRAINED AS AN ARCHITECT HAS FOUND HIMSELF AS THE CREATIVE DIRECTOR OF ONE OF SPAIN’S MOST NOTED FASHION HOUSES. WITH THE DESIRE TO CREATIVE ARCHITECTURAL PRET-A-COUTURE PIECES, JOSEP FONT USES CONTRADICTORY ELEMENTS TO CREATE BEAUTIFUL WORKS OF ART. HIS USE OF COLOR, EMBELISHMENTS AND VOLUME IS MOST PREVELANT IN ORDER TO CREATE MODERN YET FUN AND FEMININE PIECES.
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PRESS ARTICLES
MEET THE MAN BEHIND DELPOZO 07 OCTOBER 2013 ELLA ALEXANDER
WHEN JOSEP FONT JOINED HERITAGE SPANISH LABEL DELPOZO A YEAR AGO, HIS AIM WAS TO TURN IT INTO AN "INTERNATIONAL LUXURY BRAND". AND, WITH THREE COLLECTIONS UNDER HIS BELT, THE DESIGNER'S IMPACT HAS BEEN SIZABLE. HE BOOSTED THE GLOBAL PRESENCE OF THE FASHION HOUSE BY BRINGING ITS COLLECTIONS TO NEW YORK FASHION WEEK IN FEBRUARY, AND HAS IMPRESSED BUYERS WITH HIS ROMANTIC AND FEMININE AESTHETIC. "I STILL THINK THAT WE TOOK THE CORRECT DIRECTION," HE SAID OF THE LABEL'S REVIVAL. "IT WAS A REAL CHALLENGE CONTINUING THE 40-YEAR-LONG HERITAGE OF THE HOUSE, BUT I WAS ATTRACTED TO THE VISION THAT THE WHOLE TEAM HAD FOR THE PROJECT. OUR PRIORITY IS CREATIVITY AND RIGOUR TO
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THE SMALLEST DETAIL, WITHOUT FORGETTING THE WISHES AND NEEDS OF WOMEN." BRINGING A NEW LEASE OF LIFE TO DELPOZO WAS A GOAL THAT FONT TOOK VERY SERIOUSLY. HAVING STUDIED ARCHITECTURE AND FASHION DESIGN IN SPAIN, HE MOVED TO PARIS TO START HIS CAREER, WHERE HE LAUNCHED HIS OWN LABEL. HE SHOWED DURING BOTH PARIS'S READY-TO-WEAR AND COUTURE SCHEDULES UNTIL HE WAS INVITED TO JOIN DELPOZO LAST YEAR, FOLLOWING THE DEATH OF ITS FOUNDER, JESÚS DEL POZO, IN 2011. FONT MOVED TO MADRID, WHERE THE BRAND IS BASED, AND QUICKLY BECAME "TOTALLY INVOLVED". "AFTER BEING PART OF AND SHOWING AT PARIS HAUTE COUTURE WEEK, I REALISED HOW IMPORTANT IT IS TO HAVE AN INTERNATIONAL POINT OF VIEW OF YOUR WORK AND TO PROJECT THE CORRECT IMAGE AT EVERY MOMENT," HE TOLD US. "THE DELPOZO WOMAN HAS NO AGE OR AN ASPECT. IT'S ABOUT POSSESSING A RANGE OF ATTITUDES SUCH AS INTELLIGENCE, POISE AND A PARTICULAR WAY OF RELATING TO THE WORLD." THE BRAND IS CURRENTLY STOCKED AT NET-A-PORTER.COM, HARVEY NICHOLS, OPENING CEREMONY AND MODAOPERANDI.COM, AND ITS POPULARITY CONTINUES TO RISE. "THE QUALITY OF THE CONSTRUCTION AND THE IMPECCABLE DESIGN REALLY APPEALED TO ME," SAID MODA OPERANDI FOUNDER LAUREN SANTO DOMINGO, NOTING THAT THE LABEL IS ONE OF THE SITE'S MOST SOUGHT-AFTER. "WHEN WE FIRST HEARD THAT JOSEP HAD BEEN APPOINTED TO THE HOUSE, WE KNEW THAT IT WOULD BE INCREDIBLE. 43 | P a g e
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WE SENT OUR DIRECTOR OF READY-TO-WEAR, INDRE ROCKEFELLER, ON A PLANE TO SPAIN TO SEE JOSEP'S FIRST DELPOZO COLLECTION BASED ON THE PROMISE OF AN AMAZING COLLECTION - AND HE'S KEPT TO HIS PROMISE EVER SINCE." FONT PLANS TO OPEN A STORE IN MIAMI IN THE NEAR FUTURE, AS PART OF HIS AIM TO INCREASE THE LABEL'S RETAIL PRESENCE, AND WILL SOON LAUNCH A COMMERCIAL LINE OF SHOES, AS WELL AS A CAPSULE BRIDAL COLLECTION. A NEW FRAGRANCE IS IN THE PIPELINE, TOO. "WHEN I DESIGN I NEVER IMAGINE ANYONE IN PARTICULAR," FONT SAID. "IT COULD BE AN ANONYMOUS GIRL WALKING ON THE STREET, BUT WHEN SHE STOPS AT YOUR SIDE, YOU REALISE THAT SHE TRANSMITS A SPECIAL ATTITUDE."
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BIBLIOGRAPHY "ACCESSORIES REPORT: SPRING 2015 BAG TRENDS." HARPER'S BAZAAR. N.P., N.D. WEB. 14 MAY 2015. "PHILOSOPHY." DELPOZO BY JOSEP FONT. N.P., N.D. WEB. 14 MAY 2015. ALEXANDER, ELLA. "MEET THE MAN BEHIND DELPOZO." VOGUE UK. N.P., 07 OCT. 2013. WEB. 14 MAY 2015.
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