kelsey shorts
Hello A love for all things fashion and the exploration of our world has always been an essential part of Kelsey’s life. Therefore, pursuing a fashion career came as second nature. Kelsey eagerly awaits to discover all the opportunities and possibilities this ever changing industry has to offer. Having been inspired herself by various fashion and travel blogs, she intends to create one of her very her own; to one day inspire women from around the world. Whether it is elaborate patterns of the far east, architectural designs of the worlds most modern cities or even the simplicity of natures timeless beauty she desires to help others find their style; their spice of life. After graduating high school early Kelsey began working toward the future she dreamed. She has participated in fashion related events during her time at the Art Institute of San Bernardino; all the while making honor roll. Kelsey also has several pieces of work displayed throughout her school. Her potential is limitless and she will stop at nothing to achieve what she sets her mind to.
Table of Contents
Brand Reserch
Visual Merchandising
Product Developement
Trends & Forecasting
Style is a way to say who you are without having to speak - Rachel Zoe -
Brand Reserch 1
Our assignment for this project was to choose a brand to research in depth. This was a group assignment that involved myself and two other students. I choose to highlight mainly what I worked out, but I did include some modified work done by my group members. We chose Topshop because they are a high street London brand whose clothing we all enjoy.
A Brief Brand History Topshop was founded in 1964 as Peter Robinson’s Topshop under Arcadia Group. In 1970, Topman was launched as a brand extension. They started out in the basement of a Sheffield department store but by 1970 they were in their own stand alone store. In 1994 they settled into their UK flagship store located in Oxford Circus. In 2000, Topshop.com was launched, starting the companies online presence which has expanded greatly over the years. Their online store attracts 1.9 million users per week. In 2002, Topshop joined forces with NEWGEN which aids them in finding fresh new designers. Topshop became the first high street brand to show at London Fashion Week in 2005, showcasing their Unique collection. Today they are the only high street brand to show on schedule at London Fashion Week. In 2009, Topshop expanded outside of the UK and created another flagship store in New York. Topshop now has over 300 stores in 100 countries. A free personal shopping service is available in multiple retail locations. No need to be rich or famous, Topshop’s friendly staff will work to help you find anything from just a new outfit all the way to a whole new wardrobe. The personal shopping service helps customers try out new styles and explore the wide range of styles offered at Topshop.
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DNA
Topshop is one of the most successful retailers known today with both traditional brick and mortar shops as well as a website and an app. Considered to be contemporary fast fashion, they were the first high-street brand to make a scene on London’s catwalks. In everything they do, we strive for integrity, dialogue, transparency, excellence and innovation; this is their mission statement. Topshop carries a moderate price range making luxury affordable to women without compromising the Brand Image quality. Their style is contemporary and considered very Topshop has undergone a remarkable fashion forward as we market to trendsetters. Topshop’s transformation since the mid 1990s, changing mission is to drive home the idea of being able to from a down market outfitter for the nation’s create your own unique look and style. teenagers to a seriously cool, trend-setting brand Topshop has established a reputation for bringing innovation and style to the high street While many other retailers belatedly copy the latest look, Topshop frequently sets the agenda. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of ever-changing collections that keep Topshop ahead of the style game.
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Demographics
Topshop targets women between the ages of 15 – 35. In the 1970s, Topshop was originally targeting 13 to 25 year olds. In 1989 they revamped with a more affluent customer in mind, focusing in on the generation Y cohort group. Topshop’s customers mainly consists of students but other professionals and celebrities shop there as well. Incomes range between $10,000 - $50,000They are either single or in a relationship, but do not have children. The United States is becoming a target market based on its attractive population size, affluence, and increasing interest in European high fashion.
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Phycographics and Lifestyle Thopshop customers are into things like clubbing, going to bars and have a sense of fun. They are fashion conscious shoppers; they want the best of the best. Products and services, no exception. Driven by a need to be fashionable and trendy at affordable prices. They are customers who like to combine street style with the style of the catwalk and runway. Their purchase behavior is all about having the newest of the new and looking good. The Topshop woman is a fashion forward student who is always on the go. She’s a trendsetter with an edgy style. Although she’s very busy with a job and with school she still makes time to go out with her girls. She’s a shopholic and stays ontop of the lastest fashion news by being subscibed to magazines like Vouge and Harper’s Bazaar. The Topshop woman is confident and is definitly the leader in her social circle.
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Topshop Color Forecasting SS 2016 Topshop’s Unique collection featured soft pastels with pops of bright color. It created the idea of an innocent garden party with reference to the 1980s. Topshop mixed classic black and white combinations but most of the outfits featured an array of colors. The three main colors used were a dark navy blue, pastel pink and black. Topshop beauty guru Hannah Murray said “It’s the idea that they’re at a debauched garden party – Princess Margaret meets Courtney Love.” Makeup focused on a matte red lip and smudged black eyeliner. The collection was an optimistic and fun celebration of individuality. Every girl has their own unique look.
WGSN & Pantone Color Forecast
Chalk whites emerge as a key message, while must-have black-and-white combinations evolve Unexpected green combinations lend a quirky vibe to styling Head-to-toe reds are warm, happy and innately sexy Pop brights create an eccentric feel and call 1980s looks to mind
Products Topshop has an extensive product offering that includes womens tops, dresses, jackets, coats, sweaters and knits, suits and co-ords, denim, jeans, pants and leggings, shorts, skirts, swimwear and beachwear, rompers and jumpsuits, lingerie, socks and tights and sleepwear. They also carry shoes, bags, accessories and beauty products. Their prices can range anywhere between $4 - $1,800. Allowing a wide range of customers to be able to purchase from Topshop.
Competition Topshops three main competitors are Zara, H&M and River Island. These brands all target the same audience based on demographics, psychographics, lifestyle and taste in clothing. They all sell alike products within same price range. Each retailer also conveys a similar brand image. The Arcadia group uses horizontal integration to curve the competitive market.
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Marketing Topshop uses authoritative advertising. They create exclusivity by creating limited items only available at their flagship stores and think of new and fresh marketing strategies to keep customers excited about the brand. They also gain word of mouth reputation through their cutting edge designs. Topshop’s marketing consists of both direct marketing and indirect marketing. Topshop uses social media, billboards, email blasts, fashion shows, celebrity endorsements and host special events. Topshop fulfills its customers’ desire to be on the pulse of fashion. They engage their customers in conversation about the latest trends, must-have items and what’s currently in-store. It inspires shoppers with what to buy, then links them seamlessly to the product. At any given time, the customer has access to top trends, and key editorial and catwalk looks. Their 5 Ways to Wear YouTube videos and editorial features show the versatility of Topshop basics. Topshop also posts exclusive London Fashion Week content across their social media platforms. The #TopshopGoesVirtual campaign also gave fans the opportunity to sit in the digital front row this season.
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The three rules of success in fashion: perserverance, dream a bit and be passionate about it - Grace Coddington -
Visual Merchandising 1
This project was a group project where I worked along with one other team member, Our task was to create a store that we would design all the visual merchandising for. We created a mood and from that a customer, After we established who we were selling too we then created our store front as well as the main interior walls and the full layout. Our final piece was as 3D model which we did not build as a team.
Mood Board
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STYLE 3
Our customers are young affluent men and women who are from Paris but travel often, They are between the ages of 20 -35. It is inspired by the modern multicultural traveler and the concept of international knowledge , having a broad understanding of what’s going on in the world. They have a with a modern edge and a taste for individualism. We wanted our clothing to have a very urban but sophisticated and stylish look. We chose a simple, straightforward monochromatic color pallet with primary colors as accents. Our customers are confident, edgy and cool. The clothing that we used in our style sheets is represented in our planograms. We are selling in the abstract luxury or contemporary market.
SHEETS 4
Store Front 5
The name Jeunesse Urbaine translates to urban youth which is essentially the customer we are after. Our store is located on Montaigne ave in France. It is part of the advanced contemporary market share. We target aspirational and prospecting luxury shoppers. We stand for superior craftsmanship, quality and innovation. The store would have a minimalistic aesthetic to it. LED lighting would be used throughout the store and we would have indie music playing.
Womens Planogram
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Mens Planogram
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Mens Display
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Store Layout
3D Model 10
Jeunessee Urbaine This 3D model was built to a one inch scale. It is made primarily out of thick foam core board and paper. I cut into the foam core board to create the recessed shelving and then glued printed images of the clothing to create the mens and womens plannogram walls. I printed out the mannequins and the peoples silhouettes to show scale. I used wire to sculpt a round rack, rods and hooks for the dressing rooms as well as hangers for the clothing. The rugs are made from felt and the dressing room curtains are white cotton fabric. I created a back wall mens display for part of this project but ended up only using the painting that I featured in that design. I used a small canvas to try to emulate the abstract art.
Fashion is part of the daily air and it changes all the time, with all the events. You can even see the approaching of a revolution in clothes. You can see and feel everything in clothes. - Diana Vreeland -
Product Development 1
The objective of this project was to create a unique shoe design while working through all the phases of a design process. We started with our inspiration and mood for the shoe. The above images were featured on my mood board. I wanted to go with an earthy design using soft colors. My idea focused on weathered wood and succulents; a mixture of the countryside and the desert.
Concept Sketches
I drew several concept sketches from which I eventually decided on one. Wanting an earthy, natural deign I focused on the use of wood and succulents. I wanted both elements to play equal roles yet still make a functional shoe design. The barn I featured on my mood board gave me the idea of slated, weathered wood siding.
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Digital Render I digital rendered my favorite design using Adobe Illustrator. I made a few changes from my original sketch. I added succulents to the top of the shoe with the idea of them fully wrapping around to the opposite side. I also added a strap made of braided hemp that would clasp around the ankle. The use of color was to help visually portray my idea more throughly.
Finsihed Product
The base of my shoe is a wedge that I almost fully deconstructed. Originally, pieces of braided hemp wrapped twice around the shoe; therefore there was an indent where it once laid. I used baking clay to fill in the gap and reused the hemp on the heel and toe. I then created a new sole for the shoe using the original padding, new tan fabric as well as a faux leather. The wood on each side of the shoe is made of popsickle sticks that I cut and dry brushed to give a weathered effect. Wire and fake moss were used to crate a base for the faux succulents. I then changed my original design and only added a moss backing to the heel of the shoe. My finished product is very pleasing too look at and something I am very proud of.
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Packaging 7
The packaging for my shoe was made from a wooden box that I dry brushed with dark brown paint to give the rustic distressed look. I added moss and succulents to the top of the box to create a succulent garden. I added moss to the bottom of the box to create the idea of earthiness.
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"Fashions fade, style is eternal." —Yves Saint Laurent -
Trends & Forecasting 1
This assignment was to research a California designer for a trends and forecasting class I took. I chose a designer named Tim Wu that my mother worked for in the past in hopes of connecting with him and getting inside information on his brand Jeremiah. Although he is not very well know, his line is sold in Nordstrom’s all across the US. I was able to get an interview and a tour of their building in Pomona. The following segments to the project are my forecasts for the brand Jeremiah.
Jeremiahs target customer is men who are between 20 to 30 years old and make around $50,000 or more a year. They are welleducated, creative, enjoy traveling, craft beers, coffee shops and the outdoors. Jeremiah’s clothing ranges between $65 - $200. It is mainly sold at Nordstrom and online, but can also be found at smaller retailers throughout the U.S. such as The Good, JANS, Seed Peoples Market, Sprots Trak, OuterLux & more.
Tim Wu attended the Art Center College of Design in Pasadena, CA where he recieved a degree in Illustration. He worked for Foria as a lead designer than as a part owner. He left Foria and established Jeremiah in 2007 in Pomona, CA.
About the Brand
Established in 2007, Jeremiah presents classic Americana, outdoor-inspired, premium men’s clothing. Jeremiah provides all-American comfort and style with first-class design and construction. Jeremiah’s collection features intrepid classics with fashion-forward details and treatments. Jeremiah takes to the open road incorporating clean, masculine pieces, adding quality touches to high-end natural fabrics finished with specialty washes, premium hardware, and vintage-inspired design.
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Looking to the Past 3
In order to be able to forecast for the future collection, I first had to study their past collections. I looked two yearsW back to make my forecast for two years ahead. I looked at the cuts, fabrics, colors, fit and treatment of the clothing.
Pantone 18-1248 TCX
Pantone 1245 C
Pantone 19-3920 TCX
Pantone 19-1230 TPG Pantone 17-0627 TPX
Pantone Cool Gray 10 C
Pantone 17-1226 TPG
Pantone 11-0103 TCX
Pantone 19-3953 TCX
Pantone 18-1442 TCX
Color Forecasting My colors are inspired by two different lifestyles that make up the Jeremiah customer. The first being vintage American workwear. I wanted these colors to have a very nostalgic feel so I chose to do a classic red, white and blue with a more modern and manly feel to them. The second being the modern traveler. This man is very into the trendy urban gentleman look. He likes handcrafted items that are made with true quality. He has a rugged yet refined style.
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Visit to Headquarters 5
Fashion Forecast
These are my final fashion forecast pieces. I reserched WGSN for future trends in mens clothing where I came across digital flats of that I felt really matched the look and feel of Jeremiah. I brought them into Adobe Illustrator where I added color to them and I also cuffed the pants.
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Simplicity is the keynote of all true elegance - Coco Chanel -