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Jennifer Carrera Jahnay Love Lydia Peterson Liana Spells Daisy Aguirre
Table of Contents About Us. . ............................................................. 1 Market Research.................................................. 2 Survey............................................................... 2-4 Survey Review....................................................... 5 S.W.O.T. Analysis. . ............................................. 6-7 Collection Concept.............................................. 8 Direction.............................................................. 9 Thumbnails.......................................................... 10 Silhouette.......................................................... 11 Color Story....................................................... 12 Fabric & Materials............................................. 13 Merchandising Calendar.................................... 14 Spec. Pack-Hat . . ............................................. 15-18 Spec. Pack- Scarf.......................................... 19-22 Spec. Pack- Fanny Pack................................. 23-26 Spec. Pack- Top.............................................. 27-30 Spec. Pack- Bottoms...................................... 31-33
About Us Vision Our vision is to become a specialty women athleisure store. Right now we are an ecommerce company, and eventually in 5 year have a brick-and-mortar. We will open up three in the Chicago area, northside, in the loop, and south loop. After our stores have become successful we plan on expanding to other cities such as New York, Atlanta, Miami, Los Angeles. If these stores perform above average, we will expand to overseas starting in London.
Mission Our mission is to create athleisure clothes that are both comfortable and stylish. Our products are multi-use; our customers can go from yoga class to lunch without having to change. We keep up with current trends, and test the apparel to make sure our customers can use it athletically.
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Market Research To identify our customers and target market we conducted a survey, and analyzed the survey answers. We asked a series of questions to random people. The questions ranged from age, race, and how much people workout. As well as their social media use, and what social outlets they prefer. With the results of these surveys we determined that our customers and target market is women between the ages of 18 to 35, pursued higher education, and follows fashion trends. Do Not Disturb is a line made up of casual comfortable clothing items designed to be worn for both exercise as well as everyday wear. Do Not Disturb is an athleisure line made for women only, no men or children apparel. We offer tops, bottoms, bras, and accessories. Do Not Disturb is looking to expand the brand more within the future.
Survey Demographics What is your age? • 18-21 years old • 22-25 years old • 26-30 years old • 31-35 years old • 36-39 years old • 40-45 years old • 46-49 years old • 50-55 years old • 56-59 years old • 60 +
What education have you completed? • Some High school • High School or equivalent • Some college • Associates degree • Bachelor’s degree • Masters Degree • Doctorate
What is your gender? • Female • Male • Skip this question
What is your Family/Marital status? • Single • Single with kids • Engaged • Married • Married with kids • Divorced • Widow
What is your Country, Province that you live in?
What is your ethnicity? • Hispanic/Latino • White • Black or African American • Native American or American Indian • Asian/Pacific Islander • Other
What is your professional status? • Student • Part time worker • Full time worker • Free lance • Retired
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Survey Psychographics Lifestyles
Usage
How much time do you spend exercising? • None • 30-45 mins • 60 mins • 1-2 hours • More than 2 hours
Do you wear active wear? • Yes, all the time • Sometimes • Never
Do you consider yourself an active person? • Yes • No Do you prefer to exercise… • Outside • Inside • Both How often do you workout throughout the week? None • 1-2 days • 3-4 days • 5-7 days
Why do you wear active wear? *check the one that most relates to you* • For exercise • For comfort • You enjoy the style • You only wear it when there is nothing else to wear • I do not wear active clothing If it • • • •
you buy active wear what stores do you buy from? Big name brands only Small boutiques only Any as long as I like their clothing I do not buy active wear
I like to take my phone with me everywhere I go and would like a place to put it. When/If you exercise, what kind of activewear • Strongly Disagree • Disagree do you prefer to wear? • Something casual, like t-shirt, shorts,etc. • Neutral • Agree • Stylish • Strongly agree • Both comfort and stylish I want a scarf that doesn’t have to go over my head to put on. • Strongly Disagree • Disagree • Neutral • Agree • Strongly agree
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Survey Media Which social media do I prefer the most: • Instagram • Facebook • Twitter • Tumblr What do I follow up on the most: • Sports • Fitness • Music • Romance I • • • •
keep up with current events: Never Sometimes Often Very Often
I read the newspaper to keep up with the world: • Never • Sometimes • Often • Very Often I follow trends • Never • Sometimes • Often • Very Often
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Survey Review We surveyed both men and women. There were five men and women that we surveyed. The age range was 18 to 35 of the 10 men and women that we surveyed.We surveyed a very diverse group of people. The highest education level of the men and women we surveyed was some college, and college graduates. About 50% of the people we surveyed were single, 25% were engaged, and the other 25% were married with kids. Most people were full time workers or full time students. Majority of the applicants do exercise on the daily, and also think they are very active people. Most of the men and women preferred to exercise inside as well as outside, and they also work out between three to seven days. Majority of the group like their activewear comfy, casual, and stylish even when they are not working out. Majority of the group wears activewear, for both reason comfort and for style.If they buy activewear they buy it from anywhere as long as it looks good. Majority of the men and women agreed that they would like a place to put there phones when they go out. As well as, having a scarf with easy use. Most of the men and women prefer Facebook and Instagram as social media outlets, they also follow up with music, sport, and romance on social media. Majority of the surveyors sometimes keep up the current events, and they read the newspaper often. Lastly the majority of the men and women often follow most trends. Reviewing these results we concluded that our consumers are interested in our accessories and our clothing line. Our target market for our line is between the age of 18-35, pursued higher education, and follows trends.
Average Demographics Age • 18 to 35 Gender • 50% women 50% men Ethnicity • Diverse group of people Education • Some college, and college graduates
Geography • • • • •
United States Household Composition (family/marital status) Majority Single Professional/Education status full time workers or full time students
Average Psychographics
Lifestyles • Majority of the applicants do exercise on the daily, and also think they are very active people Usage • Majority of the group like their activewear comfy, casual, and stylish even when they are not working out Media • Prefer Facebook and Instagram as social media
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S.W.O.T. Analysis Fa b l e t i c s Strengths · · ·
Offers promotions and deals to VIP members Offers wide variety of fashionable workout clothing ranging from tops, bras, leggings, shorts, special shoes, etc. Offers men apparel
Weakness · · ·
Forces you to sign up for VIP membership to receive deals and promotions Not many storefront locations Can only receive deals and promotions if you are a VIP member
Opportunities · · ·
Can open more local store fronts Make their website more flexible and not force a VIP membership Add kids workout apparel for kids in sports activities
Threats · ·
Other athleisure lines with a more flexible website Weather conditions
Lululemon Strengths · · ·
They have 250 different storefront between the United States, Australia, and New Zealand as well as an online store Sells their products through premium yoga studios, health clubs, and fitness centers Offers men apparel
Weakness · · ·
High price points Not many sales or promotion deals Not much advertisement
Opportunities · · ·
Lower price points Have more sales and promotion deals Advertise their brand more
Threats · ·
Other affordable brands Weather conditions
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S.W.O.T. Analysis Victoria Secrets Strengths · · ·
Online store and multiple store fronts across the United States Offers sales and promotion deals frequently Offers different variety of clothing items
Weakness · · ·
Expensive than most other brands Very popular; therefore most people are often seen in the same outfit Does not offer men nor children apparel
Opportunities · · ·
Lower some of their prices Offer men and children apparel Use organic fabrics
Threats · ·
Customers that shoplift Weather conditions
Do Not Disturb Strengths · · ·
Online only, accessible to anyone nationwide with computers or smartphones Use organic fabrics for most garments Offer all sizes for women (including plus size women)
Weakness · · ·
No store front Does not offer men apparel Very few selections in certain areas (e.g. shoes)
Opportunities · · ·
Upgrade to a store front Offer men and children apparel Add more selections to certain areas in the company
Threats · ·
Weather conditions Other online athleisure companies
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Collection Concept Collection Bottoms $55 Tops $40 Head Piece $15 Bag $30 Scarf $20 We are using fabrics that are cotton spandex blend because that is most comfortable for both leisure and athletics. • Flared joggers pant • Top is form fitting crop top, that is long sleeve, with open back • • • • • •
Competitor We have three major competitors: Fabletics, Lululemon, and Victoria Secret. Out of the three, the most reasonable one was Fabletics which range on athletic leggings $54, $24 for bag and $34 scarf and top. Second up: Victoria Secret for $65 for leggings and $25 top. While Lululemon came out to be the most expensive ranging for leggings at $108, $50 top, $48 scarf and $18 for the hats. Fabric consist of Power Hold which is 88% Polyester/12%Elastane, performance fabric, and luxtreme which is sweat-wicking, four-way stretch, and engineered not to shrink. These are very good and well needed fabric for athletic wear which consist of sweating and comfortability. The silhouettes are mainly leggings and sports bras that are comfortable enough for the breathing in closed areas of your body.
Market Niche Our company is not in the normal comfort zone in silhouettes as our competitors. Fun prints and comfortable fabrics. Our products are multi-use versus our competitors that focus just on gymwear. Our prices are affordable, and our clothes are trendy and stylish.
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Direction We used WGSN Athleisure forecasting for our line. It had many key items for a target market and helped us see the different trends in one locations. Narrowing our line to what we did was not as hard either as they also included accessories and details that will be forecasted for the future
Fa l l / W i n t e r 1 8 T r e n d D i r e c t i o n s We found the big trends for this coming athleisure Fall/Winter season had color blocking, cut out spandex tops, flared pants, and neutral color schemes. We will be incorporating all of these trends in our Fall 18 athleisure look.
Description of Trends Our fall/winter 2018 look is focussed on comfort, or as some call it, athleisure. Athleisure is combining comfort and style, we believe that being comfortable can still be fashionable. We have chose 5 pieces to create our look, which include, a sweat pant, a sport top with cutouts, a athletic fanny pack, an athletic scarf, and a headband. We wanted the sweatpant to be very comfortable but also fashionable where the customer can go to the grocery store and feel confident, so we are going to do a slim sweatpant with a ruffle at the bottom to give a flare that follows the boot cut trend. The sport top is going to have a spandex feel so that it is fitted and comfortable but will have some unique cut outs in the back of the garment. The fanny pack will be a piece that every runner needs. Were going to make sure it is attractive, usable, and isn’t irritable when being rubbed against your body during a workout, this also allows a hands free workout. The athletic scarf is going to be directed towards our customer that goes for runs year round, we will use a very comfortable and breathable fabric so that it keeps the runner warm but also allows them to be active. The headbands sole purpose is to keep hair out of your face during a workout, but ours will be in a trendy style so that if the customer is just wearing it throughout the day, she still looks stylish. Our color scheme focus, as we found in our trend research is going to be heather gray, deep navy, and an off white oatmeal.
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Thumbnails Hat
Scarf
Top
Bottoms
Fa n n y P a c k
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Silhouet te
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Color Story
The color choices will be natural colors with a touch of uniqueness. Let me explain, there’s three-four color choices: off-white/ cream, gray, navy and possibly tan. Since this is an activewear line yet for an everyday look, we decided that we didn’t want to stay within the norm of color selections such as black, white, and bold colors that are common within active wear.
Many people don’t know that colors play apart on your mood. The gray color has a formal, conservative, and sophisticated. Also the color gray is a timeless and practical. Off-white/ cream stands for a neutral, relaxing, and calming far as color. Even represent part of pureness, softness, quiet and pleasantness. Navy is part of the blue family, just a shade/ tint, which associates with open spaces, freedom, intuition, imagination, wanting to expand, inspiration, confidence, intelligence, and much more. If you want to talk about the color tan has the same related meaning as off-white BUT it associate with so many colors that is described as flexible and dependable. With that being said, activewear is used to feel comfortable in your own skin and in what you wear. Clothing is there to express yourself without having to explain or figure it out. Basically a fashion statement without being verbal. Our target is to make sure our consumers comfortable and relaxed in what they are wearing instead of feeling forced into their clothing or uptight. The colors also explains why we decided on the name Do Not Disturb because it’s peaceful and free so no need for bad entertainment or people to interrupt that feeling that should be consistent within yourself and in what you wear. Again, we are going with a comfort and stylish look. Our color trends are neutral and cool tone to give a relaxed feel.
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Fabric & Materials
The four choices in fabric that we choose to use for our athleisure line will be cotton, nylon, polyester, and spandex. We choose each fabric for different specific reasons. Each fabric has different qualities in them that we are seeking for with our athleisure line. Most fabrics may be blended together to give a better experience in our athleisure line. Cotton is one of the most organic fabrics that can be used for any clothing line. It is very breathable, and in this case for our athleisure line it will come in handy when shirts, sweaters, or leggings are being made. Since it is a breathable fabric is does not hold in post-workout odors, so you can head right over to the grocery store, or run a few errands in your workout gear. However, be sure that your workout does not require you to sweat much, you do not want to walk around feeling soaking wet all day. Cotton tends to lock in moisture and does not dry as fast. Nylon is a very popular fabric when it comes to making women’s stockings, tights or leggings. This synthetic fabric is very soft and has a touch very similar to silk, which is very important when it comes to athleisure clothing. You do not want anything rough on your skin when it comes to working out, or having brunch with the girls. Nylon is also a very breathable fabric, it also wicks sweat from your skin onto the surface of the fabric where it evaporates. Which is a pretty amazing thing simply because you will not walk around feeling wet because the sweat has evaporated. However, be sure to wash these nylon fabrics frequently as they tend to leave a smell if not taken properly care of. Polyester is a very popular fabric when it comes to athletic wear. It is very durable, wrinkle-resistant, lightweight, breathable, and non-absorbent, which mean the sweat evaporates onto the fabric just like nylon. Polyester also repels to UV rays and insulates you even when the material gets wet. This will be a great fabric to use as a blend of fabrics when it comes to our athleisure line simply because of the benefits it offers. However, just like nylon you have to properly take care of the clothing items with this material in it that way you will not walk around smelling. Spandex is also a great fabric to use for a perfect athleisure lie because it adds flexibility and stretch to the clothing. It can expand up to 600 percent of its original size, gives you an unrestricted range of motion, and snaps back in place when it is washed and dried. Spandex is also very breathable, wicks moisture, and dries quickly very similar to nylon and polyester. Spandex is a very form fitting fabric so it will be perfect for leggings and yoga pants. Also, well add a little spice to your workout gear as well as a really cute outfit for a few drinks. These four fabrics are very similar to one another, but they have their very own stand out point about them which is great. We want to give the consumer a variation of different fabrics when it comes to our athleisure line. Just any simple fabric is no fun, and with these four different fabrics when can add different patterns to them to add some spunk and edginess. As well as mix the fabrics together to make for a very durable clothing item.
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Market Analysis
Design Ideas
Trend Research for Line
the first Monday of each month -->
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Due in store
Garments Productions begins
Fabrics delivered to factories
POs are sent to vendors
Fabric Produced
Tech pach sent to vender
Teah Fack Finalized
Deadline for final buy
Merchandiseing assorts line
Costing for garment
Sample is made
Costing for sample
Sample fabric/trims booked
Line Plan
Fabric Sourcing
1
8
15
JAN 22
29
5
12
19
FEB
Q1
26
5
19
MAR 12
The rest of production
Inclass
DETAILS
DATE
Jennifer Carrera
PROJECT MANAGER
COMPANY NAME
Fall/Winter 2018-19
Season
Marketing Timeline
26
2
9
16
APR 23
30
02/02/2018
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7
14
21
MAY
Q2
28
4
11
18
JUN 25
2
9
S T O R E
I N
D U E
16
JUL
Q3
23
30
Merchandising Calendar
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Spec. Pack-Hat
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Spec. Pack- Hat
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Spec. Pack- Hat
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Spec. Pack- Hat
QUALITY ASSURANCE
QUALITY ASSURANCE INSPECTION FORM INSPECTOR DATE PRODUCT SKU# PO#
MATERIAL SEWING SPEC LOGOS / CARE LABEL PACKAGING
FINISHED PRODUCT INSPECTION REPORT
Daisy Aguirre 3/19/2018
DATE: INSPECTOR: ORDER DUE DATE: EST. SHIP DATE:
123 124578 PASS x x x x x
FAIL
3/19/2018 Daisy Aguirre FACTORY: DND 4/9/2018 6/13/2018
NOTES: SAMPLE AMOUNT REPORT ACCEPTED BY:
Do dun
INSPECTION OUTCOME: PASS
FAIL
WAIVER WAIVED BY: DEFECT DESCRIPTION: Pony tail whole too tight
Daisy
STYLE# DESCRIPTION Scarf COLOR Tan PO# ORDER QUANTITY: 300 ACTUAL QUANTITY:
1819
225442
WAIVED VENDOR MUST RE-100%
DEFECT WAIVED: Jah CRITICAL
MAJOR
MINOR X
CORRECTIVE ACTION TO BE TAKEN: Closed out pony tail whole
SIGNATURE: Daisy Aguirre
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DATE: 03/19/2018
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Spec. Pack- Scarf
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Spec. Pack- Scarf
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Spec. Pack- Scarf
CONSTRUCTION DETAIL STYLE NAME: Scarf STYLE NUMBER: 1819 SEASON: F/W 18/19 STITCH CLASS
300
STEP BY STEP PROCESS
Cut fabric, sew on zipper
CONTACT: SIZING: PATTERN #
SEAM TYPE
406
SPI
12
SA
Lydia OS 245
FACTORY : Do Not Disturb FACTORY CONTACT : Lydia Peterson LAST UPDATED : 2/25/18
SEAM IMAGES
half
IMAGE WITH CALL OUTS HERE
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Spec. Pack- Scarf
QUALITY ASSURANCE
QUALITY ASSURANCE INSPECTION FORM INSPECTOR DATE PRODUCT SKU# PO#
MATERIAL SEWING SPEC LOGOS / CARE LABEL PACKAGING
FINISHED PRODUCT INSPECTION REPORT
Lydia Petterson 3/19/2018
DATE: INSPECTOR: ORDER DUE DATE: EST. SHIP DATE:
1819 225442 PASS x x x x x
FAIL
3/19/2018 Lydia Petterson FACTORY: DND 4/9/2018 6/13/2018
NOTES: Zipper SAMPLE AMOUNT REPORT ACCEPTED BY:
Do dun
INSPECTION OUTCOME: PASS
FAIL
WAIVER WAIVED BY: DEFECT DESCRIPTION: Zipper too long
Lydia
STYLE# DESCRIPTION Scarf COLOR Tan PO# ORDER QUANTITY: 300 ACTUAL QUANTITY:
1819
225442
WAIVED VENDOR MUST RE-100%
DEFECT WAIVED: Jah CRITICAL
MAJOR
MINOR X
CORRECTIVE ACTION TO BE TAKEN: Get shorter zipper
SIGNATURE: Lydia Petterson
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Spec. Pack- Fanny Pack
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Spec. Pack- Fanny Pack
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Spec. Pack- Fanny Pack
CONSTRUCTION DETAIL STYLE NAME: STYLE NUMBER: SEASON: STITCH CLASS
Fanny Pack 905 Fall/Winter
STEP BY STEP PROCESS
CONTACT: SIZING: PATTERN #
SEAM TYPE
SPI
SA
301
Stitch from the left end to the first notch. Leaving the area between the two notches open, stitch from the second notch to the pack right end
Ssa-1
10
0.5
301
Trim seams to 1/8″. Do not trim the center area. Zigzag or serge seams to finish.
Ssa-1
10
0.5
301
Using a zipper foot, stitch about an 1/8 inch from the zipper teeth from notch to Ssa-1 notch only
10
0.5
301
Starting where your previous stitching ends above the zipper pull, stitch across the end of the zipper 2 or 3 times to create a new zipper stop
Ssa-1
10
0.5
301
Zig zag or serge the edge of the lower side of the pack
Ssa-1
10
0.5
301
Stitch across the opening 2 or 3 times to secure the webbing and close the seam
Ssa-1
10
0.5
301
Straight stitch through your strap material to attach and Ssa-1 secure your clasps and D ring on either end of the straps
10
0.5
Jahnay Love One Size 905
FACTORY : DND 773-666-1234 LAST UPDATED : 2/28/18
SEAM IMAGES
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Spec. Pack- Fanny Pack
QUALITY ASSURANCE
QUALITY ASSURANCE INSPECTION FORM INSPECTOR DATE PRODUCT SKU# PO#
MATERIAL SEWING SPEC LOGOS / CARE LABEL PACKAGING
FINISHED PRODUCT INSPECTION REPORT
Jahnay Love 3/19/2018
905 25854 PASS x x x x x
FAIL
DATE: INSPECTOR: ORDER DUE DATE: EST. SHIP DATE:
3/19/2018 Jahnay Love FACTORY: DND 4/9/2018 6/13/2018
SAMPLE AMOUNT REPORT ACCEPTED BY:
Fu Sung
INSPECTION OUTCOME: PASS
FAIL
NOTES: Buckle
WAIVER WAIVED BY: DEFECT DESCRIPTION: Buckle Backwards
Jah
STYLE# 905 DESCRIPTION Fanny Pack COLOR Tan PO# 25854 ORDER QUANTITY: 300 ACTUAL QUANTITY:
WAIVED VENDOR MUST RE-100%
DEFECT WAIVED: Jah CRITICAL
MAJOR
MINOR X
CORRECTIVE ACTION TO BE TAKEN: Put it the right way around
SIGNATURE: Jennifer Carrera
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Spec. Pack- Top
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Spec. Pack- Top
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Spec. Pack- Top
CONSTRUCTION DETAIL STYLE NAME: STYLE NUMBER: SEASON: STITCH CLASS
Color Block/Open Back To FTCT2017/18
CONTACT: SIZING:
Jennifer Carrera S,M,L,XL
Fall/Winter 2018 Activew
PATTERN #
T7328
STEP BY STEP PROCESS
SEAM TYPE
SPI
SA
301
Put F Top & Center F Together
SSa-1
10
0.5
301
Put CF & Bottom F Together
SSa-1
10
0.5
301
Put B Top & Center B Together
SSa-1
10
0.5
301
Put CB & Bottom B Together
SSa-1
10
0.5
301
Side seams
SSa-1
10
0.5
301
Shoulder Seams
SSa-1
10
0.5
301
Top side Sleeve to Bottom Side sleeve
SSa-1
10
0.5
301
Side sleeve to sleeve
SSa-1
10
0.5
301
Sleeve inseam
SSa-1
10
0.5 0.5
301
Sleeve cuff to sleeve
SSa-1
10
301
Sleeve to garment
SSa-1
10
0.5
103
Bottom Opening
Efi-1
12
1
FACTORY : DND FACTORY CONTACT : 773- 666-1234 LAST UPDATED : 1/29/18
SEAM IMAGES
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Spec. Pack-Top
QUALITY ASSURANCE
QUALITY ASSURANCE INSPECTION FORM INSPECTOR DATE PRODUCT SKU# PO#
MATERIAL SEWING SPEC LOGOS / CARE LABEL PACKAGING
FINISHED PRODUCT INSPECTION REPORT
Jennifer Carrera 3/19/2018
FTCT2017/18 55614 PASS x x x x x
FAIL
DATE: INSPECTOR: ORDER DUE DATE: EST. SHIP DATE:
3/19/2018 Jennifer Carrera FACTORY: DND 4/9/2018 6/13/2018
SAMPLE AMOUNT REPORT ACCEPTED BY:
Wo Tung
INSPECTION OUTCOME: PASS
FAIL
NOTES:
WAIVER WAIVED BY: DEFECT DESCRIPTION:
Jen
STYLE# FTCT2017/18 DESCRIPTION Color Block/openback COLOR PO# 55614 ORDER QUANTITY: 300 ACTUAL QUANTITY:
WAIVED VENDOR MUST RE-100%
DEFECT WAIVED: CRITICAL
MAJOR
MINOR
CORRECTIVE ACTION TO BE TAKEN:
SIGNATURE: Jennifer Carrera
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Spec. Pack- Bot toms
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Spec. Pack- Bot toms
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Spec. Pack- Bot toms
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