ESSICA
UANG
ESSICA
UANG
Graphic Design
U BRANDNU
NO PAST NO FUTURE
c o m m u n i c a t i o n s
Visual Merchandise - store renovation
Fashion Merchandising
Mint
- new line for Gilt Groupe - new line for Theory
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BRAN D N U NO PAST NO FUTURE
Packing
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BRANDNU
NO PAST NO FUTURE
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BRANDNU
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BRANDNU
NO PAST NO FUTURE
Name card and flyer
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BRANDNU
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Jessica Huang
Store Manager Tel:4158107386 Email: jckahuang@gmail.com
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BRAN D N U NO PAST NO FUTURE
DĂŠcor
For the decor of the store, I would like to arrange all of their designs and products visually. I think by displaying all their products in an open space will help their potential customers know better who they are. Since Brandnu is also known for their limited quantity products, open space display creates more exclusive feeling to their products itself and the store.
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BRAN D N U NO PAST NO FUTURE
Merchandise
c o m m u n i c a t i o n s
ENVELOP FRONT AND BACK
LETTER PAPER
communications
communications
c o m m u n i c a t i o n s
FLYER
hello, we are
c o m m u n i c a t i o n s
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NAME CARDS
c o m m u n i c a t i o n s
Background Designer Yves Saint Laurent founded the brand Yves Saint Laurent with his partner, Pierre Bergé in 1962. He was the creator and famous of classic tuxedo which is Le Smoking suit that is made for women. Yves Saint Laurent’s clothing has been known for its refined and modern elegance, his clothing glamourized for women were taking for the male wardrobe, such as the blazer, the tuxedo, the pant suit and the leather jacket. Yves Saint Laurent keep increasing the garments that the brand Yves Saint Laurent could carry such as has clothing lines, bag lines, shoes line, and accessory line since 1962. Although the price of its products never been as affordable as the other brands do, but the popularity of Yves Saint Laurent has never been effected. Most of the consumer who are willing to buy and able to afford Yves Saint Laurent are the people in the middle age, for those people who has a sense in between elegance and formal are the followers of Yves Saint Laurent. The modern elegant style that Yves Saint Laurent creates in his work is attractive to me. In order to renovate the store for him, I would like to extend the signature color he has for most of his stores, which is black and white. Also to reinforce the style he have, I’m using Rococo style fixtures to make the store looks exclusive with elegant atmosphere. Almost every of Yves Saint Laurent’s store I have visited has its similarities that they arrange one of their display shelves at the open space after entering the entrance. It seems like this kind of decoration is signature of Yves Saint Laurent’s store, so I would like to do the similar arrangement at the open space near the entrance. Among with the huge windows at the front left of the stores, I came out with an idea of two mannequins pulling one of the signature bags, the Easy Suede Bag. I think this is a strong image showing how desperate their customers are in order to own an Yves Saint Laurent’s bag. Moreover, it’s somehow sending the message to their potential customers that they should have one of these bags too. The right window at the front of the store will be like a transparent stairs with two half-length mannequins walking up and down with Yves Saint Laurent’s platform pumps. There’s also a smaller window at the right of the huge window. This is a window I planned to show small accessories that Yves Saint Laurent have, the concept idea is from the famous art work, The Sistine Chapel ceiling. The proportion of the hands is inspiring to me that I think it’s an elegant way to show the accessories around it.
Renovation of the store: Floor Plan SHOES DISPLAY
SHOES SHELF
FITTING ROOM
CASH WRAP DESK
TABLE
SEAT
FITTING ROOM
SEAT
STEFF ONLY OFFICE
SEAT
SHOES SHELF
SEAT
HANGER
BAG SHELF (DISPLAY)
FUNCTIONAL SHELF
DISPLAY
HANGER
GLASS SHELF DISPLAY
GLASS SHELF DISPLAY
BAG SHELF (DISPLAY)
DISPLAY
GLASS SHELF DISPLAY
DISPLAY SHELF
HANGER
DISPLAY SHELF
BAG SHELF (DISPLAY)
WINDOW DISPLAY 1
ENTRANCE
WINDOW DISPLAY 2 MANNEQUIN MIRROR
WINDOW 3
Renovation of the store: Store Outlook
Renovation of the store: Window Display
Mint for
GILT GROUPE
Mint
Mint
Mint
Mint
Mint Tween market The tween market is one of the most active emerging markets in recent years and marketers are discovering that there’s money to be made there. Tweens basically refer to prepubescent or children aged 9-12. They are no longer considering to be a little children, but not yet teenagers, the most important issue is their sense of identity. Businesses and marketers have found a goldmine in selling to the self-conscious tween market the lifestyle of a young independent adult. Tween like to be different and cool. By offering them products that help them become unique and sophisticated, one will find that it will readily be accepted by the tween market, which can even reach to a point of being a person necessity for them. However, it should be noted that media and culture really plays a big role in determining what’s different and cool.
New Name and Sustainable Strategy Mint will be the name for this new line. As long as this is a new line for Gilt Groupe, I felt Mint will be suitable because it gives a fresh and pure kind of feeling.Since the new line is for tween market, which is children aged 9-12, the first concern is definitely the fabrication of the garments. Children in this age range has more out-door activity, thus breathability and flexibility of the garments is extremely important. While tweens are still very much financially dependent on their parents, the demographic actually has a substantial amount of purchasing power. Thus what parents think of their tween children will be wearing will be consideration too. One way to make the line sustainable and appealing is offer the product that is both cool to their children and acceptable to their parents.
SWOT analysis of Gilt Groupe STRENGTHS -Exclusive designer/ high-end brand -Popularity -Deep discounters -First-mover status in luxury flash sale OPPORTUNIES -Competitor are being bought out -Ability to negotiate partnership with web player
WEAKNESSES -Depends on supplier -Not adept at supply chain management -Upper managerment overconfident THREATS -Improving economy
Mint Care Tag
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front
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HAND WASH NORMAL
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Shell: 80% Silk/20% Spandex Lining: 100% Silk Satin Shapewear : 85% Nylon/ 15% Spandex
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Do not submerge in water. Do not store in direct sunlight. Do not store in damp or hot areas.
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Mint
Hand Tag
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back
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Branding Strategy Theory is the leading contemporary clothing brand that appealed to the modern women and won the hearts of working women almost instantly. The brand prides itself on creating well-made ready to wear clothing to create a streamlined silhouette. Theory was founded by Andrew Rosen, they re-launched the brand’s website and debuted its first e-commerce boutique which is www.theory.com. Theory’s concept is to create fashionable basic clothes that suit a contemporary lifestyle. The stretch fabric used in Theory clothes fits well and creates a beautiful silhouette. Theory has an excellent range of professional looking yet interesting work wears, including some stylish but understated dresses, and some well-cut blazers for women. In a departure from the traditional approach of brand sites carrying “everything,” Theory took a more focused approach. Theory has assembled a presentation online of the season’s essential looks and must buy pieces. By introducing the new collection for Theory, it is necessary to continue the atmosphere and the lifestyle that Theory had created. With the fresh perspective and unique style, I mixed, matched and layered, to create the looks that inspired Theory to inspire you. I illustrate that there is no single way to wear it, no one-way to style it, and that one perfect piece has infinite possibilities. To design for the intelligent, modern and fashion savvy woman, the clean silhouettes that move easily from work to weekend is necessary, the most important part is that’s what Theory specialize in. Well-defined shapes and flattering fabrics will be seen in the new collection, it’s timeless style that never loses its contemporary look. There will be an announcement of the new collection through Theory’s official website as well as Facebook page and Twitter, also flyers will be spread out within every Theory stores. To ensure our loyal customers and potential customers receive the message that Theory is having a new collection, the message will be send through email with promotional code that if they purchased the new collection pieces, they will have the discount on other collection pieces.
ESSICA
UANG Jessica Huang
Fashion Merchandiser/ Visual Merchandiser/ Buyer / Public Relation Tel: +886 963-623-379 Email: jckahuang@gmail.com