aaron mosley
creative marketing and brand development
marketer
a couturier must be an architect for design, a sculptor for shape, a painter for colour, a musician for harmony and a philosopher for temperance original quote by cristobal balenciaga
table of contents
aaron mosley.............................................................................................................................4 sebastian and alice.................................................................................................................6 onard.........................................................................................................................................25 andrew landrith.......................................................................................................................47 fashion photography.............................................................................................................50
notes..........................................................................................................................................60 sources......................................................................................................................................68 acknowledgments.................................................................................................................72
Aaron Mosley, resume, letterhead, envelope, business card.
Resume
Letterhead 1510 EDDY ST • APT 902 • SAN FRANCISCO CA, 94115 PHONE 415-744-4767/540-841-6302 • E-MAIL AARONMOSLEY@GMAIL.COM
aaron mosley EDUCATION
The Art Institute Of California- San Francisco
San Francisco, CA
B.S. Candidate, Fashion Marketing and Management, 2011
aaron mosley
1510 EDDY ST • APT 902 • SAN FRANCISCO CA, 94115 PHONE 415-744-4767/540-841-6302 • E-MAIL AARONMOSLEY@GMAIL.COM
WORK EXPERIENCE
10/2009 – 05/ 2010 Solstice Sunglass Third Key Opened and closed store and managed store alone.
San Francisco, CA
Ke e p sta ff in high spirits a nd he lpful for c ustome rs a nd c lie nts.
De lega te d ta sks to em ploye e s to ke e p busine ss running sm oothly. Has made up to 40% of stores sales for the week 03/2009 –10/2009 Fossil Sales Associate Provided quality customer service
San Francisco, CA
Asked open-ended questions to determine customer’s needs Shared features and benefits of products and checked for customers understanding Has made up to 25% of stores sales for the week 08/2008 – 05/2009 Abercrombie and Fitch Sales Associate Kept stock room neat and organized
San Francisco, CA
Greeted and welcomed customers with genuine enthusiasm Replenished merchandise on features and shelves Informed all customers of sales promotions
RELATED EXPIERENCE
Volunteer for Art Institute Of California- San Francisco spring fashion show for 2008 and 2009. Director for Art Institute Of California- San Francisco spring fashion show for 2010. SKILLS
Microsoft Office Suite, Adobe Photoshop, and AutoCAD
aaron mosley
Envelope
aaron mosley
1510 EDDY ST • APT 902 • SAN FRANCISCO CA, 94115 PHONE 415-744-4767/540-841-6302 E-MAIL AARONMOSLEY@GMAIL.COM
Business card
aaron mosley
brand development /creative marketing
aaronmosley.wordpress.com 415.744.4767 aaronmosley.o{at}gmail.com
aaron mosley
Sebastian + Alice
About Sebastian + Alice,
Misson Statement “Our Mission� is to be the most authentic and influential luxury retail store with global appeal that provides valuable products for men and women with progressive lifestyles around the world. Executive Summary Elegant but not traditional, flashy but not gaudy, Sebastian and Alice is a luxury retail concept for men and women that offers a new look on the everyday essentials. Today men and women go from store to store looking for accessories, fragrances, and special items such as lingerie to find something that is unique and different. Sebastian and Alice was created to give those individuals a one stop shop for special items. Inspired by the interior design concept know as Greek revival Sebastian and Alice offers customers a elegant and exotic store that delivers great customer service and amazing products. The true Sebastian and Alice customer is a highly successful person who is always looking for something that is different in terms of shopping. At Sebastian and Alice every item that is purchased has been selected not only to fit the store but also because of its highly acclaimed stature. S&A is a luxury store that in many ways is catered more towards women than men, but still manages to create an environment for men that still feels masculine in various ways. In conclusion, S&A is a concept that that delivers an exotic and unique experience while offering great product.
aaron mosley
Sebastian + Alice
Who, female target customer.
Demographic Ages 27-65 (30-45) Gender- female Educational level graduate plus Ethnicity caucasian, Asian, Hispanic, Black, mix Religion all Income 85k + Occupation business executives, consultants, athletes, architect,
engineer, performing arts, journalists, models, and media arts
Social class upper class to upper upper class Marital status •
never married 55%
•
other 45%
Household size 1-2 Stage in Family life cycle independent or coupling Geographic Locations •
Milan, Italy
•
Los Angeles, CA
•
San Paulo, Brazil
Psychographics
The female customer for Sebastian and Alice is a women that is just as exotic as the store.
aaron mosley
Sebastian + Alice
What, women’s product assortment.
To connect product with store, Sebastian and Alice sells rare and luxury goods that all come together to create one image. To create a feeling of luxury, sex, and youth. For women we house swimwear, lingerie, leather goods, sunglasses, optical glasses, jewelry, fragrances, and cosmetics. Products come from brands some of todays biggest luxury brands and also up and coming designers who are making their way to the top. Designers • Prada • Vivienne Westwood • Tom Ford • Comme des Gacons • Chanel • Stella McCartney • Nior • Holy Grace • Etc.
aaron mosley
Swimwear
lingerie
Sebastian + Alice
What, women’s product assortment continued.
Handbags and leather goods
Sunglasses
Optical
aaron mosley
Jewelry
Fragrances
Cosmetics
Sebastian + Alice
Where, store locations.
When it comes to location Sebastian and Alice store will be located in key places around the world. To hold a stature of luxury and exclusiveness there will only be one store in each country. Sebastian and Alice was created with exotic places and beaches in mind. Three main location have been selected to open the first three stores, each having an aura of luxury inside.
First location: rodeo drive, Los Angeles, CA
aaron mosley
Second location: Sao Paulo, Brazil
Third location: Milan, Italy
Sebastian + Alice
Plan-o-Gram, fixture and product lengend.
aaron mosley
Sebastian + Alice
Front Door and Feature Presentation, swimwear, lingerie. underwear. jewlery. neckwear.
Sebastian + Alice
aaron mosley
Sebastian + Alice
Backwall, fragrances, cosmetics, sunglasses and optical.
aaron mosley
Sebastian + Alice
onard
About onard, mission statement, excutive summary, type of ownership.
Our mission Aaron Mosley, CEO, Onard: “Our Mission” To promote self-expression through style and art Executive Summary Onard is a ready to wear line for men and women. We create valuable clothing that complement men’s existing wardrobes. Our main focus is to create essential garments that give personality through form, material, and the contrast of detail. Onard produces sweaters, shirts, outerwear, bottoms and accessories with the help of textile mills and manufactures. The true Onard Customer is a progressive person who is always pushing to do new things in life. Ranging from savvy marketers to musicians, Onard customers are not trend followers, and strongly believe in the ideal of self expression through style. We will have Onard in retail stores by Fall 2010. As time passes more and more men are paying closer attention to the way they dress. Retail sales in men’s high end clothing have seen a dramatic increase in the past three years. We see this as an opportunity in the men’s wear industry to truly gain customers in the future. Legal form of ownership Onard will be a sole proprietorship. This will be the best way to maintain control over expenses and operating. By being a sole proprietorship start-up costs will be low, and taxation paperwork will be simple. Since we are a small company every dollar counts and becoming a sole proprietorship will help to keep a stable budget.
aaron mosley
onard
Who, target customer.
Demographic Ages 20-44 (25-34) Gender male and female Educational level graduate plus Ethnicity white, Asian, Hispanic, Black, mix Religion all Income 40k + Occupation business executives, flight attendants, consultants, athletes, small business owners, architect, engineer, performing arts, journalists, models, and media arts Social class upper middle to upper class Marital status •
never married 43.08%
•
married 38.49
•
other 18.43
Household size 1-2 Stage in Family life cycle independent or coupling
Psychographic The Onard customer can be looked at as the modern man. This is the type of person that will always show a positive attitude towards the public know matter how bad his day is going. As a team leader he feels that it is always important to never show weakness in front of those who follow him. People tend to label him as a cocky person but in reality he is just confident. On his off days he enjoys hanging out with his friends and doing random things such as taking photographs around the city or finding new places to eat. Because he is young he feels there is no rush to get married or start a relationship so he dates very often and tends to always be dating a new person. He enjoys vacations to foreign countries and reading alone in his bedroom. This guy either lives in a one bedroom apartment or a loft because personal space is very important to him so he would rather live alone. When it comes to design he likes open space with great lighting. He is also a lover of art and tends to collect random pieces as a hobby. The Onard customer is very picky when it comes to media. He doesn’t like to waste his time with gossip magazines so he reads GQ which can seem like a bible to him. He is also a fan of the discovery channel and food network because he loves to start random but intelligent conversation. Overall he is a well rounded guy who will pretty much try anything once literally.
aaron mosley
onard
What, line sheets.
onard
wholesale price: $45 fabric: jersey fiber content: 100% cotton sizes: s, m, l, xl colorways: storm white,
onard
granite black, desert drown, ash grey style#: #01o120 description: short sleeve cotton jersey tee, worn in wash effect, tailored fit
menswear line autumn/winter 2011
made in the U.S.A. wholesale price: $60 fabric: jersey fiber content: 100% cotton sizes: s, m, l, xl colorways: storm white,
knit tops
granite black, desert drown, ash grey style#: #01o121 description: long sleeve cotton jersey tee, worn in wash effect, tailored fit, with pocket
made in the U.S.A. wholesale price: $75 fabric: pique fiber content: 100% cotton sizes: s, m, l, xl colorways: storm white,
(minimalism)
granite black, desert drown, gre flesh tan midnight grey, style#: #01o122 description: short sleeve cotton pique polo, preshrunk, detailed buttons, tailored fit
made in the U.S.A.
wholesale price: $85 fabric: pique fiber content: 100% cotton sizes: s, m, l, xl colorways: storm white,
granite black, desert drown, midnight grey, gre flesh tan style#: #01o123 description: long sleeve cotton pique polo, preshrunk, detailed buttons, tailored fit
made in the U.S.A. wholesale price: $125 fabric: cashmere jersey fiber content: 100% cashmere sizes: s, m, l, xl colorways: storm white, granite black, desert drown, midnight grey, gre flesh tan, oatmeal style#: #01o124 description: long sleeve cashmere jersey sweater, preshrunk,v-neck,tailored fit
made in the U.S.A. wholesale price: $125 fabric: cashmere jersey fiber content: 100% cashmere sizes: s, m, l, xl colorways: storm white, granite black, desert drown, midnight grey, gre flesh tan, oatmeal style#: #01o125 description: long sleeve cashmere jersey sweater, preshrunk,v-neck,tailored fit
made in the U.S.A.
wholesale price: $150 fabric: cashmere jersey fiber content: 100% cashmere sizes: s, m, l, xl colorways: storm white,
onard
granite black, desert drown, midnight grey, gre flesh tan, oatmeal style#: #01o126 description: long sleeve cashmere jersey cardigan, preshrunk,crew neck,tailored fit
made in the U.S.A. wholesale price: $150 fabric: cashmere jersey fiber content: 100% cashmere sizes: s, m, l, xl colorways: storm white,
woven shirts
granite black, desert drown, midnight grey, gre flesh tan, oatmeal style#: #01o127 description: long sleeve cashmere jersey cardigan, preshrunk,v-neck,tailored fit
made in the U.S.A. wholesale price: $35 fabric: cotton jersey fiber content: 100% cotton sizes: s, m, l, xl colorways: storm white, granite black,
style#: #01o128 description: short sleeve
graphic shirt, hand printed, worn in wash effect,v-neck, tailored fit
made in the U.S.A.
aaron mosley
onard wholesale price: $150 fabric: raw denim fiber content: 100% cotton sizes: 30, 32, 34, 36, 38 colorways: dark indigo style#: #03o140 description: slim fit, five pocket
bottoms
jeans, dark washed, low waisted button closer
made in the U.S.A.
wholesale price: $100 fabric: poplin fiber content: 80% cotton
20% silk sizes: s, m, l, xl colorways: storm white, blac midnight grey, granite black, style#: #02o130 description: long sleeve woven button up shirt, preshrunk,silm fit, detailed buttons
wholesale price: $100 fabric: gabardine fiber content: 100% cotton sizes: 30, 32, 34, 36, 38 colorways: storm white,
granite black, midnight grey crest blue style#: #03o141 description: slim fit, five pocket pants, zip closer
made in the U.S.A.
made in the U.S.A.
onard
onard
onard storm white ash grey
fabrics and color ways
midnight grey crest blue granite black oatmeal flesh tan desert brown
onard
Where, online, trade shows.
Website
aaron mosley
Trade shows
• Trade Show: Pret a Porter Paris • 2 times a year Paris Mens: Sep 4-7 cost is estimated after application.
• Trade Show: Capsule • 2 times a year New York Mens: Jan 18 & 19 New York Womens: Feb 22 & 23 Paris Mens: Jan 22 – 24 Las Vegas Mens/Womens: Feb 16 & 17 cost is estimated after application.
onard
Promotion, press kit, web presence, publication presence.
Press kit
onard onard
aaron mosley
Publication presence Web presence
onard
Packaging, label, care tag, hang tags.
label: size medium
care label
2 x 1.5 1.5 x 1.0
hang tag
2.5 x 4.5
aaron mosley
coming soon......
onard