SPRING 2016 HANDBAG COLLECTION EMMA ANDREWS
TABLE OF CONTENTS EXECUTIVE SUMMARY
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COMP ANY ST ATEMENTS MISSION
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VISION
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SOCI AL RESPONSIBILITY
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CUSTOMER PROFILE
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CUSTOMER NARRATIVE
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MOOD BO ARD
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BR AND EXTENSION R ATIONALE
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GROUP OVERVIEW
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ASSORTMENT CLASSIFICATION PLAN
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ASSORTMENT MASTER P AGE
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COST SHEETS
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BR AND IDENTITY
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RET AIL PARTNER
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PRODUCTION CALEND AR
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PURCH ASE ORDER
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SEASONAL S ALES PROJECTIONS
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SALES PROJECTIONS MASTER P AGE
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FLOOR PL AN
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MARKETING PL AN
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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 PLE ASED TO INTRODUCE OUR HANDBAG COLLECTION FOR SPRING 2016. THE AESTHETIC OF THIS COLLECTION IS INSPIRED BY UNI QUE ELEMENTS OF SPRING THAT WE M AY NOT AL WAYS NOTICE IMMEDIATELY. BUT WI THOUT THESE SPECFIC ELEMENTS, SPRING WOULD NEVER BE THE SAME. THIS COLLECTION IS TO SHOW APPRECI ATI ON 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 FASHI ON WI TH A CONTEMPORARY AND FEMININE APPEAL. OUR APPROACH TO FASHION INCLUDES CONTRADICTORY ELEMENTS TO CREATE C APTIVATI NG 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 CRAFTM ANSHIP AND ARTISTRY WITHIN THE FASHION INDUSTRY. WE AIM TO SPREAD OUR TECHNI QUE AND APPRECI ATI ON FOR TRADI TION ACROSS THE GLOBE. ULTIM ATELY, WE WOULD LIKE TO SEE STAND ALONE DELPOZO LOCATI ONS IN EVERY FASHION FUELED METROPOLITAN AREA BY 2020.
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SOCIAL RESPONSIBILITY DELPOZO IS AN ADVOC ATE FOR THE METROPOLI TAN MUSEUM OF ART. WE PROUDY SUPPORT THE METROPOLITAN MUSEUM OF ART AND THEIR DESIRE TO “COLLECT, PRESERVE, STUDY, EXHIBIT, AND STIMULATE APPRECI ATION FOR AND ADVANCE KNOWLEDGE OF WORKS OF ART TH AT COLLECTIVELY REPRESENT THE BROADEST SPECTRUM OF HUM AN ACHIEVEMENT.” WI THOUT KNOWLEDGE OF HISTORY, ONE CANNOT BEGIN TO APPRECI ATE 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 ROARI NG BLENDER. ROLLING OVER IN BED, SHE REACHES FOR HER DOLCE AND G ABBAN A CAT-EYE GLASSES OFF THE NIGHTSTAND. CHECKING HER PHONE, AUDREY RE ALIZES I T’S NOT EVEN 5:30AM. SHE SHOVES HER FACE BACK INTO THE PILLOW AND SOFTLY CURSES THE FACT THAT HER BOYFRIEND IS AN E ARLY BIRD. WI TH NO NEED FOR AN AL ARM CLOCK, AUDREY SHUFFLES INTO THE KITCHEN WHERE ELIJAH IS MAKING A KALE, BAN AN A AND STRAWBERRY SMOOTHIE. SHE GLANCES AT HIM WITH ONE OF HER LOOKS, TAKES A GL ASS OF SMOOTHIE AND M AKES HER WAY FOR THE SHOWER. AT 7:30, AUDREY GRABS HER COLD PRESSED JUICE, IPHONE6 AND HER BLUSH PINK CHLOÉ S ATCHEL AND IS OUT THE DOOR. SHE HAS A FEW MINUTE WALK TO WORK FROM HER CUTE ONE BEDROOM IN GOLD COAST. SHE ALWAYS LEAVES WI TH ENOUGH TIME TO GRAB HER VENTI ICED DIRTY CH AI. WI THOUT HER ESPRESSO, SHE’LL NEVER MAKE IT THROUGH THE MORNING. SHE M AKES HER WAY INTO THE CH ANEL STORE ON MICHIGAN AVENUE TO START HER D AY INSTALLING A NEW WINDOW DISPLAY. AUDREY H AS BEEN WORKING AS THE SENIOR VISUAL MERCHANDISER FOR THREE YEARS NOW AND HOPES TO BECOME PART OF THE DESIGN AND PRODUCTION TE AM WI THIN THE NEXT COUPLE OF YEARS. AFTER AN EVENTFUL DAY OF INSTALLING FIXTURES, DRESSING M ANNEQUINS AND FINAL TOUCHES ON THE WINDOW; AUDREY IS EXCITED FOR THE FINISHED DISPL AY SHE HAS CRE ATED. AS SHE CALLS IT A D AY AROUND 5:20PM, SHE ADMIRES HER WORK ONE L AST TI ME WHEN SHE GETS A CALL FROM REBECC A, HER BEST FRIEND. I T’S AN INVITE TO GET LATE DRINKS AT I O URBAN ROOFSCAPE WI TH THE GIRLS TO CELEBRATE HER 30 T H BIRTHDAY TONIGHT. L ATE DRINKS IS PERFECT SEEING THAT AUDREY HAS RESERVATI ONS WI TH ELIJAH AT 7:30 AT A SURPRISE PLACE. AUDREY M AKES HER 7|Page
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WAY HOME, NOT BEFORE STOPPING AT THE BAKERY ON THE CORNER OF HER STREET FOR SOME M ACAROONS. SHE LOVES TO S ATISFY HER SWEET TOOTH LATE AT NIGHT, SO SHE KNOWS SHE NEEDS TO COME HOME PREPARED. ONCE HOME, AUDREY TAKES A QUI CK RINSE IN THE SHOWER AND THEN BEGINS THE TASK OF CHOOSING WHAT TO WEAR. DOES SHE CHOOSE A FUN AND FLIRTY ALICE & OLIVI A DRESS OR A JASON WU SLEEVELESS BLOUSE WI TH BLACK HIGH-WAISTED JEANS AND HEELS? THE DILEMMA… AFTER TWENTY MINUTES OF DECIDING SHE GOES WI TH THE JASON WU TOP AND JEANS ENSEMBLE AND SPICES I T UP WI TH HER CUTE NE W DELPOZO CLUTCH. AS THEY TAKE A C AB TO GREEN ZEBRA, AN ALL VEGETARI AN RESTAURANT, AUDREY IS MORE THAN EXCITED. SHE HAS WANTED TO GO TO THIS RESTAURANT FOR MONTHS. AFTER HER SPECI AL DINNER WI TH ELIJAH, AUDREY PARTS WAYS AND HEADS BACK INTO THE LOOP FOR LATE NIGHT BIRTHDAY DRINKS WI TH THE GIRLS. LUCKILY, SHE HAS TOMORROW OFF. AUDREY DANCES AND DRINKS THE NIGHT AWAY CELEBRATI NG 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 INCORPORATI NG OUR MODERN FEMEINE AESTHETIC. WI TH THE INTRODUCTI ON OF OUR NE W HANDBAG LINE, DELPOZO IS ABLE TO RE ACH AN ADDI TION AL CONSUMER SEGMENT. OUR CUSTOMERS DESIRES FOR CR AFTM ANSHIP AND UNIQUENESS WI LL CERTAI NLY BE SATISFIED WI TH 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 CRAFTSM ANSHIP | UNIQUENESS | TIMELESSNESS AT DELPOZO WE PRIDE OURSELVES ON OUR COMMITMENT TO TRADI TION AL TECHNIQUES. BY FOCUSING ON THE QUALITY OF OUR PRODUCTS WE CAN ENSURE OUR CUSTOMER LONG LASTING FASHION. OUR DISTINCTIVE DESIGNS ARE WH AT LURES OUR CUSTOMER TO OUR BRAND AND OUR TIMELESS AESTHETIC AND SILHOUETTES H AS THEM RETURNING EACH SEASON.
DISTINCTIVE CHARACTERISTICS COLOR | SILHOUETTE | EMBELLI SHMENTS OUR PRODUCT IS DISTINGUISHABLE FROM OUR COMPETI TORS FOR OUR V ARIETY OF COLOR AND SILHOUETTES. WE UPD ATE TIMELESS SILHOUETTES SO THAT OUR CUSTOMER WILL ALWAYS STAY IN TREND. OUR ATTENTION TO DETAIL IS OUR MOST NOTEWORTHY ATTRI BUTE. EMBELLISHMENT AND BEAD WORK IS OUR SIGNATURE COMPONENT IN OUR DESIGNS.
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SEASON SPRING|SUMMER 2016
RETAILER SAKS FIFTH AVENUE
GEOGRAPHIC LOCATIONS 9634 WILSHIRE BOULEV ARD BEVERLY HILLS, CA 90212 172 WORTH AVENUE PALM BE ACH, 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 AN ALYZE TREND REPORTS
SEPTEMBER | 2015 LINE EDITS DISCOVER BEST SELLERS
MARCH | 2015 INSPIRATI ON SKETCH DESIGN IDEAS
OCTOBER | 2015 PRODUCTION
APRIL | 2015 MOOD BOARD COLOR AND TEXTILE CONCEPTS SOURCE M ATERI ALS MAY | 2015 CREATE PATTERNS CONSTRUCT SAM PLES COST SHEETS JUNE | 2015 SAMPLES READY SHOWROOM
NOVEMBER | 2015 PRODUCTION CONTINUED
JULY | 2015 MARKET S ALES RECORD PURCHASE ORDERS
FEBRUARY | 2016 IN STORE DELIVERY RECORD RETAIL SALES
DECEMBER | 2015 FINALIZE PACKAGING SHIP TO RETAI L LOC ATI ONS 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 UNI TS: 75 TOTAL SOLD: 30 TOTAL ON HAND: 45
MAINTENANCE PHASE |25%| TOTAL UNI TS: 45 TOTAL SOLD: 20 TOTAL ON HAND: 25
CLEARANCE PHASE |35%| TOTAL UNI TS: 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 B RAND AN D NE W PRODUCT OFFE RI NGS
STRATEGY TRUNK SHOW
TACTI C DELPOZ O WI LL HOLD A TRUNK SHOW AT E ACH OF THE FOUR S AK’S FI FTH AVE NUE LOC ATI ONS WHERE THE NEW HANDB AG LI NE WI LL BE C ARRI ED. THE TRU NK SHOW WI LL BE AN RSVP ONLY EVENT ACCOMI DATI NG 85 GUESTS. THE TRU NK SHOW WI LL I NCLUDE A COMPLI MENTARY COCKTAI L HOU R 1 HOUR P RI OR TO THE SHOW. THE SHOW WI LL BE A PEDES TAL P RESENTATI ON OF THE NE W LI NE OF HANDB AGS . PROMOTI ON OF THI S EVENT WI LL BE FE ATURED ON THE DELPOZ O WEBSI TE AS WELL AS THEI R SOCI AL ME DI A P AGES . E ACH ATTEN DEE WI LL RECEI VE A GOODI E BAG WHI CH WI LL I NCLUDE A $100 OFF DI SCOUNT (VALI D ONLY AT TRUN K SHOW EVENT,) A DELPOZO SPRI NG/SUMMER 2016 LOOKB OOK AND A DI SCOUNT ON ADMI SSI ON TO THE METROP OLI TAN MUSEU M OF ART (VALI D 2 Y EARS AFTER D ATE ).
CONTROL METHODS SEEI NG THAT DELP OZO I S HAVI NG THIS EVENT AT NO E XPENSE TO THE GUESTS, DELPOZ O WI LL OFFER CUSTOME RS A $100 OFF DI SCOUNT AS AN I NCENTI VE TO PURCHASE DURI NG THE EVEN T. SEEI NG THAT THI S OFFE R I S ONLY VALI D AT THE TI ME OF THE EVENT, A SENSE OF URGENCY IS PLACED ON THE CUSTOME R TO PURCHASE WHI LST THE DI SCOUNT I S AVAI LABLE . BY OFFEREI NG THE DI SCOUNTED ADMI SSI ON TI CKETS TO THE METROP OLI TAN MUES EUM OF ART, DE LPOZ O GI VES I NCENTI VE TO CUSTOMERS THAT WI LL I N HOPES BE SEEN I N THE DON ATI ON SEG MENT DURI NG THE MAI NTENANCE PE RI OD.
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MAINTENANCE BUDGET: $13,281.75 (25%) OBJECTIVE STRENGTHEN BRAN D LOY ALTY AN D RAI SE FUNDS FOR THE ME TROPOLI TAN MUSEU M OF ART
STRATEGY OFFE R SPECI AL I NCENTI VE FOR DON ATI ONS
TACTI C DURI NG THE MAI NTEN ANCE PH ASE , DELPOZO HOPES TO ENC OURAGE CUSTOMERS TO DON ATE TO THE ME TROPOLI TAN MUSEU M OF ART BY OFFE RI NG A LI MI TED TI ME % OFF DI SCOUNT DEPENDI NG ON THE GENEROSI TY OF DON ATI ON. FOR $15 0 DON ATI ONS , DE LPOZ O WI LL OFFE R A 15% DI SCOUNT AND FOR $250 DONATI ONS A 25% DI SCOUNT. DELPOZ O WI LL PROMOTE THI S PARTNERSHI P WI TH THE ME TROPOLI TAN MUSEU M OF ART THROUGH OUR S OC I AL MEDI A P AGES AND I N THE S AK’S FI FTH AVENUE LOC ATI ONS .
CONTROL METHODS BY OFFERI NG A % OFF DI SCOUNT AS AN I NCENTI VE TO DON ATE TO THE ME TROPOLI TAN MUSEU M OF ART, CUSTOME RS MAY FEEL MORE OPEN TO DON ATI NG TO A RE MARK AB LE FOUNDATI ON. WI TH THI S I NCENTI VE DELPOZO WI LL HOPEFULLY RAI SE MORE FUNDS WHI LE STRENGTHENI NG BRAND LOY ALTY WI TH OUR CUSTOME RS .
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CLEARANCE BUDGET: $18,594.45 (35%) OBJECTIVE RE WARD LOY AL CUSTOMERS
STRATEGY I NVI TATI ON ONLY CLE ARANCE EVE NT
TACTI C DELPOZO WI LL HOLD AN I NVI TATI ON ONLY CLE AR ANCE EVENT BE FORE THE I NI TI AL L AU NCH OF THE CLE ARANCE PHASE . I NVI TATI ONS WI LL BE SENT TO CUSTOMERS WHO PURC HAS E FROM THE DELPOZ O H ANDB AG COLLECTI ON WI TH THEI R S AKSFI RST MEMBERS HI P CARD. THI S 3 HOUR EVENT WI LL BE HELD THE NI GHT BEFORE THE L AUNCH OF THE CLE ARANCE PHASE . THI S EVENT WI LL I NCLUDE COMPLI MEN TARY COCKTAI LS AND A DJ PREFORMANC E.
CONTROL METHODS DELPOZ O WAN TS TO RE WARD OUR LOY AL CUSTOMERS WI TH AN EXCLUSI VE PREVI EW TO OU R CLE ARN ACE LAUNC H. WI TH THI S LI MI TED TI ME PREVI EW AN D P ARTY , DELPOZO C AN SHOW I TS APPRECI ATI ON TO I TS LOY AL 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 H ANDBAG COLLECTI ON FOR THE SPRING 2016 SE ASON. THIS LINE HIGHLIGHTS THE UNIQUE ELEMENTS THAT M AKE UP THE BEAUTY THAT IS SPRING. THIS COLLECTION INCORPORATES DESIGN ELEM ENTS SUCH AS COLOR, TEXTURE AND EMBELLISHMENTS TO CREATE A UNIQUE FEMININE AESEETHTIC. WI TH THIS COLLECTION WE ARE COMMITED TO PROVIDING OUR CUSTOMERS WI TH QUALITY CRAFTM ANSHIP IN EVERY H ANDBAG. THIS COLLECTION IS DUE TO L AUNCH FEBRUARY 2016 AT FOUR S AKS FIFTH AVENUE LOCATI ON. THE CI TIES 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 M ARKETING THIS NEW COLLECTION WILL INCLUDE EVENTS AND PROMOTIONS THAT WILL BE RELE ASE AT LATER D ATES.
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LINE SHEET SPRI NG/SUMMER 2016 DELI VERY DATE : FEBRU ARY 1, 2016 COLORS : CRE AM, B LUSH PI NK, LIGHT Y ELLOW, PERI WI NKLE, MULTI COLORED
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DESIGNER BIOGRAPHY JOSEP FONT WAS NAM ED CREATIVE DIRECTOR OF DELPOZO IN 2012 AFTER THE DEATH OF JESUS DEL POZO, THE FOUNDER OF THE COMPANY. FONT, ORIGINALLY TRAINED AS AN ARCHI TECT HAS FOUND HIMSELF AS THE CRE ATIVE DIRECTOR OF ONE OF SPAIN’S MOST NOTED F ASHION HOUSES. WI TH 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 M AY 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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