[
about the brand
]
2 Contents
[
3 The Brand
contents
]
4 Target Market 5 Products
16
Range Plan
6 Persona
18
Look 1 : Spec & Cost
7 Segmentation
34
Look 2 : Spec & Cost
8 Competitor Analysis
46
Look 3 : Spec & Cost
10
Concept Board
62
Label Spec
12
Mood Board
63
Embroidery Spec
13
Color Board
64
Brand Asset
14
Range Illustration
66
Yardage Artwork
67
Social Media
68
Sales Page
69 Official Press Release
JANE & EMERY was born with a sense of humour & curiosity in Sydney. The brand sparks excitement in its people & life. JANE & EMERY commits to continuously experiment with details and to create statement pieces for young women market. JANE & EMERY believes in happiness and joy for everyone. Through this brand, we’re creating a platform for everyone to express themselves by providing unlimited styling options & accessibility.
70 Bibliography
2
3
[
target market
[
]
product
]
Demographic Gender : Female Age : 21 – 27 years old Region : Asia & Australia Pacific Demographics : Metropolitan Generational : Millennials Occupation : Full-time employment Income : AUD 75,000+ yearly disposable income Social Class : Medium to medium-high class Education : Bachelor and higher level of education Leisure Activities : Traveling overseas for holiday, shopping spree, drawing, sewing, modelling, flower arranging, creative writing Buying Habits : Fashion early adopters, trend driven, continuously buy and invest on fashion items
Product Category : •
Light Outerwears AUD 129 - AUD 499
•
Dresses AUD 269 - AUD 499
•
Skirts AUD 59 – AUD 399
•
Pants AUD 79 – AUD 459
•
Shorts AUD 59 – AUD 229
•
Tops AUD 59 – AUD 329
•
Bags AUD 59 – AUD 359
•
Shoes AUD 129 – AUD 429
•
Accessories AUD 59 – AUD 329
Our range of womenswear has a one-of-a-kind prints as a signature of the brand with a silhouettes of mostly A-line and shift line to support everyday wear. There’ll be few key pieces as an experimental wear to enhance the brand awareness and will be working as a marketing strategy. Our size runs from Extra Small to Large with 1-2-2-1 production ratio.
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5
Consumer :
[
persona
Technology : Tech savvy and millennials
]
customer who are well informed about the most updated trend and news
“The IT-Girl”
[
market segmentation
]
D
arcy is 23 years old associate PR who
very busy but she has a well-presented look in her everyday life, no matter what is she doing. She is determine & cheerful at work. She is visionnaire towards her long term & short term goal. She tends to be very open minded but deep inside she’s a very ambitious & sceptical person. She is caring, friendly, full of positive attitudes. She has flaws, for being impulsive sometimes. But that what makes her having
as Instagram, YouTube, Facebook and Snapchat, as well as idea generator Pinterest
works at creative design agency. She’s
a part time lifestyle & fashion blogger. She is
Media Consumed : Social media platforms such
Magazine : Fashion magazine such as Vogue,
Geographic :
Harper’s Bazaar to indie magazine such as
Region : New South Wales, Victoria,
Frankies, Oyster, Nylon, etc
Queensland, Auckland, South East Asia
Shopping Habits : They mostly shop anywhere,
Country : Australia
anytime, whenever they like to purchase. They
Population Density : CBD, Urban, Suburban
shop at indie sections of Myer, luxury brands
City / Town Size : 5-10mill people
in David Jones, to an international retailer like
Climatic Zone : Mediterranean, Temperate,
Harrolds and some pop up markets.
Sub-Tropical, Tropical
Behavioural :
Psychographic :
-Brand Loyalty : Experimental
Lifestyle : Explorer, achievers,
-Benefits Sought : Unique design, comfortability
Personality : Promoter, motivator, executor,
-User Status : Potential user, first time user,
designer, planner, discoverer, producer
regular user
with high and medium level brands. She is
Values : Independent, visionary, determine,
-Usage Rates : Medium & heavy product user
down to earth. Her approach to life is very
energetic, fun, feminine, reliable, optimistic
-Occasions : Daily wear, weekend wear, holiday
organized and well-prepared.
Attitudes : Cheerful, motivated, aspiring,
wear
flexible, goodwill, friendly, responsible, easy
-Readiness to buy : Knowledge stage, conviction
going
stage, purchase
one adventurous life, saying yes to those little things. Her style is unique, as people may say. She is good at mix and matched items, making a very pleasant look, and balancing her style
Opinions : Social issues, culture, humanity Interests : Fashion, recreation, arts, food,
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make up, lifestyle
7
Luxury
[
competitor analysis
]
Less Detailing
Mass-Production
More Detailing
8
• Price Point : $49 - $449
• Price Point : $160 - $1480
• Price Point : $700 - $10,300
• Target Market : Womenswear 18-25 yo.
• Target Market : RTW Womenswear 23-28 yo.
• Target Market : Couture Womenswear 27-32 yo
• Style : Colorful, young, distinctive, brave, casual
• Style : Contemporary, streetwear, tailoring,
• Style : Elegant, immaculate, feminine, modern,
• Production : China
• Production : Milan
architectural
• Store Location : Australia & New Zealand
• Store Location : Italia, Hongkong, Dubai,
• Production : Spain
• USP : Exclusive prints, signature color & unique
Singapore, Beijing
• Store Location : Spain & London
design
• USP : Italian made, emerging designer, high
• USP : Expert garment craftsmanship, intricate
quality of finishing & fabrics
appliqué detailing
9
[
concept
] “Seeing The Unseen” Life is pretty much stretches beyond what we see. We’re now seeing what we actually want to see, we dream beyond our imagination and sometimes we forget to press pause and just halt on our footsteps; we forget to acknowledge the negativities as if it weren’t there.
seeing beyond
Seeing the Unseen brings us to a place far away in a different world. A place where we can find balance in life. It’s like taking a whole new perspective of both the positive and the negative as if it weren’t affecting us. Seeing us as a bring that has a hard exterior but truthfully all soft-and-mushy inside.
one in a million
This collection takes a trans seasonal approach with dark colours combined with bursting prints inspired by the characteristic of an Agate.
connected
serene
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aqua
t aga e
sh
a
[
color palette
]
p
e
d titanium white
multi-layers
sheer d im
frilly
en
sunray yellow
tions
G N S E E IT H E S N U EEN
royal blue
millenial pink
trans 2019
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lavender lilac
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G N S E E IT H E S N U EEN trans 2019
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JETS003 “TOURMALINE” PRINTED BRALETTE 100% Polyester WS | RRP AUD 47 | 99
JERNG001 “STALACTITES” DROP EARRINGS 100% Methacrylate WS | RRP AUD 15 | 35
JACC001 “AGATE” PLEATED BELT 100% Polyester WS | RRP AUD 134 | 269
JEJK001 “LAZULI” EMBELLISHED CROPPED JACKET 100% Polyester WS | RRP AUD 129 | 269
JEDS001 “TURITELLA” PLEATED DRESS 100% Polyester WS | RRP AUD 134 | 299
JETS002 “PERIDOT” PLEATED TOP 100% Polyester WS | RRP AUD 68 | 139
JETS001 “AMETHYST” HIGHNECK TOP 100% Polyester WS | RRP AUD 116 | 239
JESH001 “LIMONITE” ROUND HEELED MULES 100% Real Leather WS | RRP AUD 215 | 429
JESC001 “GEODES” LARGE SCARF 100% Polyester WS | RRP AUD 15 | 35
JESC002 “CRYSTALINE” PLEATED SCARF 100% Polyester WS | RRP AUD 18 | 38
JEPC001 “SAGENITE” IPHONE HARDCASE 100% Acrylic WS | RRP AUD 25 | 50
JEPCH001 “DIOXIDE” MEDIUM POUCH 100% Polyester WS | RRP AUD 18 | 36
JERNG002 “QUARTZ” DROP EARRINGS 100% Methacrylate WS | RRP AUD 18 | 38
JEBG001 “ZEOLITIC” ACRYLIC HANDLE BAG 100% REAL LEATHER WS | RRP AUD 165 | 340
16
JERNG003 “BRITTLE” PATTERNED EARRINGS 100% Methacrylate WS | RRP AUD 15 | 35
JEPS001 “JADE” PLEATED PANTS 100% Polyester WS | RRP AUD 136 | 279
JEJS001 “GARNET” HIGHNECK JUMPSUIT 100% Polyester WS | RRP AUD 134 | 299
JESK001 “ZIRCON” PLEATED PANEL SKIRT 100% Polyester WS | RRP AUD 98 | 199
17
[ production ]
JEJK001 “LAZULI” EMBELLISHED CROPPED JACKET 100% Polyester WS | RRP AUD 129 | 269
18
JACC001 “AGATE” PLEATED BELT 100% Polyester WS | RRP AUD 134 | 269
JEJS001 “GARNET” HIGHNECK JUMPSUIT 100% Polyester WS | RRP AUD 134 | 299
19
[ spec ]
JEJS001 GARNET HIGH NECK JUMPSUIT RRP $299 | WS $134 TITANIUM WHITE | ROYAL BLUE | MILLENIAL PINK
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[ spec ]
JEJK001 LAZULI EMBELLISHED CROP JACKET RRP $269 | WS $129 TITANIUM WHITE | ROYAL BLUE
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25
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[ spec ]
JEACC001 PLEATED BELT RRP $134 | WS $269 TITANIUM WHITE | LAVENDER LILAC
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32
33
[ production ]
JEPS001 “JADE” PLEATED PANTS 100% Polyester WS | RRP AUD 136 | 279
34
JETS001 “AMETHYST” HIGHNECK TOP 100% Polyester WS | RRP AUD 116 | 239
35
[ spec ]
JETS001 AMETHYST HIGH NECK PLEATED TOP RRP $239 | WS $116 TITANIUM WHITE
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37
38
39
[ spec ]
JEPS001 JADE PLEATED PANTS RRP $279 | WS $136 ROYAL BLUE
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44
45
[ production ]
JETS003 “TOURMALINE” PRINTED BRALETTE 100% Polyester WS | RRP AUD 47 | 99
46
JETS002 “PERIDOT” PLEATED TOP 100% Polyester WS | RRP AUD 68 | 139
JESK001 “ZIRCON” PLEATED PANEL SKIRT 100% Polyester WS | RRP AUD 98 | 199
47
[ spec ]
JETS003 TOURMALINE PRINTED BRALETTE RRP $99 | WS $47 TITANIUM WHITE | ROYAL BLUE
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49
50
51
[ spec ]
JETS002 PERIDOT PLEATED SHEER TOP RRP $139 | WS $68 TITANIUM WHITE | ROYAL BLUE
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55
[ spec ]
JESK001 ZIRCON PLEATED PANEL SKIRT RRP $189 | WS $95 TITANIUM WHITE | ROYAL BLUE
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6.5 cm
LO O K 1 - J E ACC 0 0 1
6.5 cm
LO O K 1 - J E J K 0 01
LO O K 2 - J E P S 0 01
3 cm
Satin Label Printing Tr i m m e d o n E d g e s
#ESJS001 JESC001 JUMPSUIT MULTI “CRYSTALINE” MSCARF PLEATED
6.5 cm 3 cm
Texturised White Print
[ label spec ]
100% Polyester AUD 249
WS | RRP 73 3 02479 AUD 153 |7366 AUD 35
12 cm
LO O K 1 J E AC A E M B R O I D E RY Diagonal 18 cm 4 Colors Full Embroidery ; White Part to be Cut Qty 1 PC LO O K 1 J E AC B E M B R O I D E RY Diagonal 22 cm 4 Colors Full Embroidery ; White Part to be Cut Qty 1 PC
LO O K 1 J E J K E M B R O I D E RY Diagonal 15 cm 3 Colors Full Embroidery ; White Part to be Cut Qty 2 PCS - MIRRORED FILE
5 cm
@janeandemer y
4 cm T R A N S PA R E N T L A B E L TA G P r i n t e d o n Tr a c i n g P a p e r Filled with Colorful Paper Confettis Satin Ribbon Printing
LO O K 2 J E P S E M B R O I D E RY Diagonal 17 cm 3 Colors Full Embroidery Qty 2 PCS - MIRRORED FILE
H A R D P R I C E TA G Double Sided Print 3mm Thickness Natural Rope
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J A NE & E M E R Y
J A NE & E M E R Y
J A NE & E M E R Y
J A NE & E M E R Y
Dear, Here’s a $ Before
JA NE & E M E RY xs s m l xl all
voucher to spend - -
We can’t wait to see you in store :)
JA NE & E M E RY
02479 3 7366 73 3
@janeandemer y hides in the seams and whispers from the folds. Behind the production, there’s laughters, burst of creativities, endless exploration, and an obvious sewing machine hums. Trace each stitch back to hand like yours...
JA
&E NE
ME
RY
care for the earth ethical production trade fair
JA NE & E M E RY
[ brand asset ]
#ESJS001 JESC001
JUMPSUIT MULTI “CRYSTALINE” MSCARF PLEATED
#ESJS001 JESC001 JUMPSUIT MULTI “CRYSTALINE” MSCARF PLEATED
Texturised White Print
Texturised White Print
100% Polyester AUD 249
100% Polyester AUD 249
J A NE & E M E R Y WS | RRP
WS | RRP
02479 3 7366 73 3 AUD 15 | AUD 35
73 3 02479 AUD 153 |7366 AUD 35
JA NE
@janeandemer y
64
www. janeand emer y.com.au @janeandemer y
& EME
RY
ALL ART IS 100% TO SCALE
65
[
[
yardage artwork
social media
]
]
“Texturised� Artist : Jeannie Octaviani Year : 2018 Place : Sydney, Australia
66
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SALES PAGE SEASON :
TRANS 19
COLLECTION NAME : SEEING THE UNSEEN
SALES REP. :
JEANNIE OCTAVIANI
TEL. :
0414 34 2210
EMAIL :
JEANNIEOCT@GMAIL.COM
ADDRESS
202/2 MULLER LANE MASCOT
“A Bundle of Excitement” is probably the word best suited to describe Jeannie.
NO.
STYLE NO.
NAME
DESCRIPTION
COLORWAYS
SIZE
MATERIAL
COUNTRY
WS
RRP
1
JEACC001
AGATE
PLEATED BELT
WHITE | LILAC
S-M-L
100% POLYESTER
INDONESIA
134
269
2 3
JETS001 JETS002
AMETHYST PERIDOT
HIGHNECK TOP PLEATED TOP
WHITE | BLUE
S-M-L
100% POLYESTER
INDONESIA
116
239
WHITE PRINT | BLUE PRINT
S-M-L
100% POLYESTER
INDONESIA
68
139
4 5 6 7 8 9 10 11 12 13
JETS003 JEJK001 JEJS001 JEDS001 JESK001 JEPS001 JESC001 JESC002 JERNG001 JERNG002
TOURMALINE LAZULI GARNET TURITELLA ZIRCON JADE GEODES CRYSTALINE STALACTITES QUARTZ
PRINTED BRALLETTE CROPPED JACKET HIGHNECK JUMPSUIT PLEATED DRESS PLEATED PANEL SKIRT PLEATED PANTS LARGE SCARF PLEATED SCARF DROP EARRINGS DROP EARRINGS
WHITE | BLUE | PRINTS WHITE | BLUE WHITE | BLUE | PINK WHITE | BLUE WHITE | BLUE WHITE | BLUE WHITE WHITE PRINT | BLUE PRINT FOUR COLORS TRI COLORS
S-M-L S-M-L S-M-L S-M-L S-M-L S-M-L ALL SIZE ALL SIZE ALL SIZE ALL SIZE
100% POLYESTER 100% POLYESTER 100% POLYESTER 100% POLYESTER 100% POLYESTER 100% POLYESTER 100% POLYESTER 100% POLYESTER 100% METHACRYLATE
INDONESIA INDONESIA INDONESIA INDONESIA INDONESIA INDONESIA INDONESIA INDONESIA INDONESIA
47 129 134 134 98 136 15 18 15
99 269 299 299 199 279 35 38 35
14 15
JERNG003 JEPCH001
BRITTLE DIOXIDE
ALL SIZE ALL SIZE
38 35
INDONESIA
18
36
16
JEPC001
SAGENITE
17 18
JESH001 JEBG001
LIMONITE ZEOLITIC
PATTERNED EARRINGS WHITE PRINT MEDIUM POUCH WHITE PRINT | BLUE PRINT IPHONE 7 HARDCASE WHITE PRINT | BLUE PRINT ROUND HEELED MULES WHITE PRINT ACRYLIC HANDLE BAG WHITE
18 15
100% ACRYLIC INDONESIA 100% REAL LEATHER INDONESIA 100% REAL LEATHER INDONESIA
25 215 165
50 429 340
ALL SIZE 35-40 ALL SIZE
100% METHACRYLATE INDONESIA 100% METHACRYLATE INDONESIA 100% POLYESTER
With a family-owned fashion business as a background of her childhood, Jeannie has been exposed to the fashion industry long before she was able to hold a pair of needles on her own.
As an avid dreamer, she takes on challenges laid in front of her, and keeps experimenting her craft through her life’s journey, taking in every experiences she has gone through during her stay in Sydney, translating them into the form of garments for everyone.
She believes that everyone deserves to be happy with who they are through what they’re wearing, and with JANE & EMERY, where she hopes her visions & values are captured and shown vividly.
WHOLESALE TERMS
68
ORDER MINIMUM :
ACCEPT PAYMENT :
ORDER BY : *ANY CANCELLATION OR CHANGE TO ORDERS MUST BE SUBMITTED BY THE ORDER DEADLINE
PAYMENT TERMS : LEAD TIME : SHIPPING :
69
[
bibliography
]
https://www.gormanshop.com.au/ https://www.delpozo.com/en/ https://www.msgm.it/en/ https://www.wgsn.com/content/reports/#/Future+Trends/w/Forecast/27195 https://www.wgsn.com/content/board_viewer/#/76168/page/1 https://www.behance.net/gallery/26361589/Shoes-Up-Flora 70
http://nopenope.tumblr.com/post/61698112138/artif1cial-julia-galdo
71