Coquí by Isabel Jimenez

By Isabel Jimenez

Inspiration Growing up in the beaches of Puerto Rico, I discovered that it is not only important to feel confident in your swimwear, but also in your body. Going to the beach did not mean that I had to wear a t-shirt and some random shorts. It meant I had the opportunity to create a fun, but comfortable look that was also on trend. Taking care of your skin and body has increased the fitness and wellness tendency. It is important to feel confident and embrace your own body, while keeping healthy and active without the necessity to compare yourself to others. For this reason, I want to create a lifestyle brand that is inspired by nature and culture, and that has all the qualities to make the customer feel confident and feminine.

Project I will develop a unique concept store for a lifestyle brand. The brand, developed by me, will sell beach wear, swimsuit and active wear, with the aim of promoting wellness and body positivity. The store will feature a yoga room, which will serve for classes and different activities that will keep the customer engaged, loyal, and interested. A marketing calendar will give an idea of the whole experience the store will offer to its customers. Situated in San Juan, Puerto Rico will give the brand the opportunity to collaborate with local non-profit organizations in our efforts help with the development of the social, economic, and cultural growth of the island, helping my hometown on its path to recovery after it was hit by Hurricane Irma and Hurricane Maria.

enez Isabel P. Jim

Inside Market Analysis

01 Brand Overview

Branding Exploration

02 Target Audience

Location

Product Assortment

Store Renders

Our Service

Calendar of Activities

Social Responsibility

Swimwear market

Drivers

Strong preference for traveling and beach side vacations.

Eco-friendly swimwear with recycled textiles and water-based dyes continue to gain traction in the market.

Driven by the affinity for active and healthy lifestyle.

Multi-functional coverup swimwear and beachwear that can double as semi-casual wear for pool parties and for venturing straight from beaches to outdoor venues.

Lifestyles

Healthy lifestyle habits are becoming a way of life as food sensitivity and different diseases continue to rise. The approach to wellness is adopted spiritually and mentally, alongside physical health.

There is more ethical living among consumers, and retailers are increasing their attention to moral values. This translates into decisions about the environment, sustainability, animal welfare, production and labor practices, as well as the impact on communities and people.

There is a need for more experiences. Customers are looking for an authentic, personalized experience that suits their individual tastes, preferences and lifestyles.

The global market for Swimwear and Beachwear is projected to reach US$22.7 billion in value terms by 2022. From full-on dresses to small bikinis, swimwear has been an important part of the fashion industry and a reflection of different cultures across different countries. As people look for more experience and the desire to travel is raising, beachwear has developed to multi-functional and trans-season designs. Today, apparel is beginning to influence swimwear, as bikini tops is being worn as part of a complete look. And as customers becomes more interested in putting sustainability first, designs begin to respect nature through materials and sustainable productions that feel good for the mind, body, and planet.

Coqui What does Coqui mean? Coqui is a tiny, singing tree frog, native from Puerto Rico. It is known for the loud mating call the males make at night. The Coqui is a very important aspect of Puerto Rican culture and has become an unofficial territorial symbol of the island. This symbol will not only represent the brand, but where it was born.

click here for sound of coqui

Shopping bag and gift box

Business cards

Labels for products

Inspired by nature and culture, Coqui was founded with the ideas of creating a beachwear brand that fuses style, wellness, and functionality. Coqui // a singing tree frog, native from Puerto Rico.

Our Mission We combine simple, but feminine styles that are functional and can carry you from the beach to the city’s venues, feeling confident anywhere you go. With our wellness activities, we want you to explore body and mind positivity that is an ingredient to our spirit: daring, confident and naturally beautiful.

Our Values CELEBRATING THE BODY Be want to focus on nurturing body positivity in every shape and creative approach to our store design, we welcome customers to explore different fitness and wellness classes, fulfilling themselves mind positivity, as well as a sense of acceptance of natural

size. Taking a meditate and with body and beauty.

// We want to inspire female confidence through the exploration of body and mind wellness. //

CARING ABOUT OUR WORLD Our consumers care about ethics in our industry and the community we live in. Not only is it important to align with sustainable values, but also devote time in developing creative ways to help serve the Puerto Rican community, strengthening the social, economic, and cultural development of the island.

// We should inspire good values, not just follow them. //

Target Audience Gender: Female Age: 20 to 30s Education: College educated Upper-Middle to High class $$$

Wellness

Traveling

Sustainability

Fashion

Experiencer -

First in and out of trend adoption Love physical activity Sensation seekers See themselves as very sociable Have a heightened sense of visual stimulation

Innovators -

Confident enough to experiment Have international exposure Are future oriented Receptive to new ideas and technologies Have the widest variety of interests and activities

Customer Profile Customer Name: Paula Position: Professional - Marketing Manager Location: San Juan, PR

Age: 25

Lifestyle: - She if a fitness enthusiast and is active 2-3 days a week doing either yoga, jogging or swimming. - She is subscribed to Travel magazine always seeking the next adventure. - She loves posting on social media her favorite recipes, travel spots, and interior spaces. - She has her own little orchard, she likes to read and write in her blog.

Paula

Style: Simple, feminine looks. She experiments using swimwear tops as part of her daily wardrobe. For her its all about multi-purpose pieces that can be dressed up or down.

Where are we located? OLD SAN JUAN, PUERTO RICO Old San Juan, the oldest settlement with the island and the historic colonial section of the capital that offers different cultural activities for every age. The city is characterized by its narrow, cobblestone streets and brick and store colorful buildings that date back to the 17th century when Puerto Rico was a Spanish possession. Its abundance of shops, historic spots, museums, art galleries, open-air cafes, restaurants, plazas, and its European architecture is a must-visit spot for tourists and main attraction for locals, which brings to Old San Juan a constant foot traffic. It is also home to the governor’s house,, Cathedral of San Juan Baustista, and the oldest cementary.

Population: 395,326

Female media age: 40

Household median income: $33,848

Female percent: 54.2%

Bachelor’s degree or higher: 35.7%

Local traffic

Green Space

Beaches

Hotels

Good weather

Cruise Port

OLD SAN JUAN, PUERTO RICO Coffee Shops & Restaurants Tourist Traffic

Theater

Church

Annual Festival

Our style 1. Simplicity is the new luxury, styles created with premium quality fabrics. Cold-shoulder, bandeau and asymmetric silhouettes for a sense of calmness. There is a shift towards elevated color usage. Shapes also have a soft retro reference, seen in high-leg and highwaisted briefs. 2. Focus on dual-purpose gym-to-swim items: fulfilled by the success of athleisure, consumers will look for hybrid styles. 3. Nostalgic styles: retro, yet contemporary, with a beach-to-bar appeal. Classic spots and stripe prints; high-waisted briefs and bandeau bikinis are teamed with easy shirt-styles separated. 4. Consumer’s shift to living better: they will be loyal to brands that live for true transparency. Monochromatic color-block leggings, and high impact bras created with water-resistant fabrics with quick-dry, UV protection, and chlorine-and-salt resistant properties.

Lightweight

Quick dry

Breathable

Sustainable

$71.00

Swim Statements

$66.00

Recycled or sustainable material are used to create one-of-a-kind looks with a no-waste approach. The importance of simple, but more luxurious approach as demand for long-lasting essential fabrics assume new importance.

$66.00

Sculpted ruffles and frills in bias cuts create dramatic volumes and shape.

$69.00

The high waist returns with retro-inspired fabrics. $64.00 $62.00

Off the shoulder and cold-shoulder shapes take inspiration form womenswear, and are ideal for bikinis, swimsuits and beach clothing. One piece swimsuit with dual purpose as a bodysuit

$60.00

Materials

$113.00

Nylon

Recycled Polyester

Lycra

Beachwear Statements Bohemian looks have a harder edge: romantic looks are juxtaposed with more erotic elements that create a look that feels newer.

$123.00

Core basics are updated with details that are simple and feminine.

$110.00

Natural mid-tones, with hits of lively, warm brights brings back the 1970s feel to design. Nautical looks are updated with a pioneering spirit, inspired by the explorers. Knots and stripes appear more faded and worn that feels both contemporary and retro. Simple designs are renewed with handcrafted textured and embellishment for a modernized country look.

$82.00

$73.00

Lace and embroiderer are key for beach and swimwear in this direction.

Materials

$70.00 $96.00

Linen

Organic cotton

Lace

Gym Statements $40.00

Active luxury: design is shaped by activewear, incorporating materials for a various functions.

$77.00

Sportswear is a key influence swimwear with both plain, active-inspired shapes.

$42.00

Swim meets active with an offering of gym to beach apparel. Sports bra work as multi-purpose for swimming. Bodysuit that is breathable and can work as a top or as a swimsuit. Self-acceptance is dialed-up to self-celebration: cellulite and stretch marks are no longer hidden or photoshopped. #lovetheskinyourein

Materials

$53.00

Mesh

Nylon 90% lycra 10%

Polyester Spandex

Hair Statements $75.00

Country styles are modernized Premium hats that are made to protect you from the sun, but remain luxurious Headband with breathable and expandable fabric make it multi-purpose for both yoga and swimwear looks Versatile products that can be worn in a multitude of ways

$47.00

$62.00

Crafted pieces

$87.00

Materials

Straw

Wool

Sports lycra

Bag Statements Handcrafted looks continue to upswing items for a traditional look

$40.00

Artisan craftsmanship evolves

$58.00

Sophisticated palette of core naturals with a punctuation of coral tones

Bohemian influences are revived Vintage items that create a more individual look Rich texture bring a sense of authenticity $53.00

Practical, sophisticated looks

$64.00

Materials

Wood

Leather

Straw

Canvas

*Renders designed in collaboration with Anastasia Castro , Interior Design

mirror in wall

wood floors

grey rock counter

white rock wall

gold metal racks

Entrance

Seating Area

Yoga Room

Our Service

* Maps designed in collaboration with Francesc Casas, Service Design

Customer Journey Map

JUNE SUN

MON

TUE

WED

THU

FRI

SAT

02 03

Descriptions Friday, June 1st: Samahdi Power Vinyasa - Fluid and challenging. Detox your body, mind, and emotions in a profound way. Open to all levels, challenge yourself to experience advanced moves in creative and fun ways. Designed to make you stronger, it emphasizes in strengthening the center of your body. Wednesday. June 6th: Jazz - Join Waldo Gonzalez’s School for the Performing Arts to learn basic jazz moves. Thursday, June 8th: Pilates with Casa Yoga PR - a method of physical conditioning through movement. The exercises are sequences of fluid movements made without rigidity, without suddenness and with a specific dynamic. Saturday, June 9th: Nutrition Advice - Receive personalized nutritional advice from Figurella, a local wellness center. They support healthy nutritional plan aimed at teaching a successful lifestyle that can be maintained. Monday, June 11th: XCO Latin workout with Instructor Ana Buitrago from LIV Fitness - a workout that mixes Latin rhythms and athletic moves with the use of physic tools called XCO-Trainer studio sets. We’ll provide the sets! Friday, June 15th: Yoga Paddle Board Experience - A must for those who like to combine yoga with outdoor experiences. We are taking this activity outside in the Condado Lagoon. You might get to see turtles and manatees! Sunday, June 17: Self Defense by Brazilian Jiu-Jitsu PR - Inspired by one of the most practiced and recognized martial arts from the 90’s, this seminar is for anybody who wants to learn the art of self defense. Friday, June 22nd: ArtesMisticas Therapeutic Yoga - Inspired by the Lyengar method, the class proposes to help achieve postures with the use of ropes, chairs, cushions, blankets, blocks and straps for ease and relaxation. Sunday, June 24th: Skincare Advice - Get a chance to talk with dermatologist Normal Alonso and learn more about taking good care of your skin and protect it from the Sun Thursday, June 28th: Cardio Kickboxing with FITBOXING- fuse boxing, martial arts, and aerobics done rhythmically to music in this total0body workout. Saturday, June 30th: Zumba (Optimum Body Performance PR) - total workout that combines all elements of fitness, cardio, muscle, conditioning, balance and flexibility and boosted energy to the rhythm of Latin and International music.

Instagram post of upcoming activity Email blast of the month’s activities,

Email of activity reminder

Caring about Puerto Rico To reinforce Coqui’s value of caring about our local community, it will partner with ConPRometidos, a local independent and non-profit organization based in San Juan. Coqui will host an annual event each year were it will collaborate with fashion influencer to invite followers to volunteer and collaborate with us in hope of improving the island’s social and economic development.

Their mission: connect people to foster commitment with the personal, and economic development of the Puerto Rican communities.

They are committed to improving personal lives by helping to build stable, productive, self-sufficient communities. #BuildItRight

First event proposal Coqui will partner with two fashion bloggers from Puerto Rico, Frances Estrada known as @thepeekingorder on Instagram and the Merodea Team, a Online fashion and lifestyle community based in PR to develop a campaign called #PasitoAPasito (step by step) that will works towards helping the island after the impact of Hurricane Irma and Hurricane Maria. Because both influencer have a big following in Instagram, this projects aims to reach these followers and invite them to join either Frances or the Merodea team to help them raise money and In the future, it can collaborate with other influencers to work on other campaigns.

#PasitoAPasito

Frances Estrada Frances will propose a competition where she will choose 10 winners that are interested in traveling with her to Puerto Rico and visiting Yauco, a suburban area in the center of the island that still lacks necessities. They will organize a small cookout event, bring necessities and Frances will be donating some of her clothing to the girls from the area. Frances seeks to find a chef volunteer along with 10 followers from her social media.

Merodea Team The Merodea team will organize a clean up for the beach site that goes through La Perla, a historical shanty town astride the northern historic city wall of Old San Juan, Puerto Rico, stretching along the rocky Atlantic coast. The team will ask its followers for volunteers through its social media. It seeks to find 35 volunteers.

*ComPRometidos’s collaborator, Puerto Rico Supplies Group, can help bring to life Coqui’s campaigns.

Promotional Plan Pre Event

Event

Post Event

Blog Instagram Snapchat Influencers Store

Pre launch: Coqui will be announcing its annual campaign through its store with signs, social media posts, blog banners, and through their chosen influencers. All channels will keep followers and customers updates on how volunteers can join the team, important dates and meetings. Frances and Merodea will have a link in their Instagram bio that will lead the viewer into their corresponding website or blog, allowing volunteers to sign up. Those who will participate will then organize with each team how they are going to meet and organize the event. Launch: Coqui’s social media platforms, as well as France’s and Merodea’s, will be posting live stories of the main event. Post launch: The brand and influencers will give thanks to their volunteers and followers for joining and supporting the annual event. After the events, Coqui will remind customers to stay on the look out for other opportunities their customers and followers can join.

#PasitoAPasito

The @thepeckingorder ‘s blog will feature a campaign thumbnail for more information.

@thepeckingorder ‘s campaign post.

Merodea joins Coqui’s movement towards a better Puerto Rico with #PasitoAPasito. Join now!

Merodea ‘s website will have a post for more website on how to join their team.

@merodeapr ‘s campaign post.