Foundationfinal by KelseyMally

KM Kelsey Mally Fashion Marketing

European Luxury Digital Presentation And Layout

Predicted the coming fashions for the Chloe brand through research of target market, past season collections and inspirations drawn by the brand.

Target Market

- Upper class female - Ages 18-45 - University educated - Residence in urban setting - Race, ethnicity and nationality vary - Investment shoppers

Runway Analysis Pre-Fall Chloe

This season Chloeâ&#x20AC;&#x2122;s beautiful fluffy capes and cropped jackets, are all trimmed with thick piping. The silhouette are anchored in soft layers and traced with ruffled borders, curving hemlines and blouse sleeves, creating a nice fluidity and flirty sophistication.

Soft ruffles

Curving hemlines

Fluidity

Oversized

Boxy silhouette

Structured

Bilowing sleeves

Chunky layers

MegaTrend Forecast

Archived / restored / modern

This spring/summer season is exhibiting and archiving products with the same reverence given to art and artifacts reflects an appreciation of design value. The clinical-like process of protecting, labeling and storing inspires us to wrap, reveal and restore. Replacement parts are unfussy and functional, highlighting the feeling of modernity. A return to clearly sculpted feminine silhouettes drives a classical feeling approach where detail is secondary to shape.

Color Forecast

Pantone12- 0105 TCX

Pantone 17-5102 TCX

Pantone 14-0418 TCX

Pantone 15-1322 TCX

Pantone17-1418 TCX

Pantone 19-1220 TCX

Pantone 17-3810 TCX

Colors are crafted from classic soft tones ranging from a cool grey to a camel brown, while a ballerina blush tone is added for a delicate blend.

Fabric Forecast Beautiful knits add a layer of warmth and comfort that is grounded by chunky knits and robust shearlings.

Buff Knit

Angora Wool

Brushed Wool Cashmere Coating

Cream Wool

White Rabbit Fur

Lamb Beige Shearling

Bisque Double-Face Mohair

Geometric Cotton Voile

Ponte Knit

White Cotton Jersey

White Wool Neoprene

Wool Crepe

Shearling Chenille

Russian Wool Knit

Bee Handcrafted Retail Analysis Analyzed the company Queen Bee Creations competition, target customer and values to create a marketing campaign for the Magic Trade to strengthen the brands image.

Company Overview We make things out of fabric and thread, with inspiration & intention. We believe in doing it ourselves & collaborating with friends. We handcraft everything in our studio & down the road at our production partnerâ&#x20AC;&#x2122;s shop in beautiful Portland, OR. We strive to create goods that add beauty & function to your everyday life, while stitching a thread of connection from the design room all the way to your home.

Retail Analysis

Design Brief for Queen Bee Company

Competitors:

Queen Bee Creations Design Brief Company & Marketing Objectives:

Radish Underground: They are a local independent fashion and art retailer. They are currently marketing themselves through most forms of social media such twitter, facebook, their blog, youtube, Instagram, pinterest, vimeo and google+ . As Rad‑ish Underground has more widespread social media, Queen Bee has a heavier hand in handbags and home goods. Radish Underground is more known for their apparel.

Queen Bee Creations creates each piece out of fab‑ric and thread themselves through the help of their friends. Everything is handcrafted in Portland and they strive to continue to create items that add beauty and function to everyday life. The future of Queen Bee Creations is leading towards expansion to further develop their home goods to both childrens rooms and the more contemporary young adult in the greater Portland area. In order to attain new customers while continu‑ing to create pieces that our existing customers want we wil continue to create pieces that sell greatly in the new styles launching.

The image Queen Bee wants to convey to its target market is one that incorporates vibrant hues; recycled materials, and draws inspiration from a retro past that wil draw in fun, colorful people who wish to contribute to the local Portland market. Through this marketing campaign we wish to create a lifestyle of the Queen Bee shopper that is invested in what they purchase as a part of their lives. We strive to see Queen Bee’s creations as art and something that wil inspire the customer to live a happy, fulfil ed life. We aim to highlight our home goods as well as market the current favorites. Our goal is to draw in a larger consumer in the metro Portland area.

The target customer is less likely to make impulse purchases and is dedicated to the brands that she shops with. She maintains relationships with the business’ she buys from and is more likely to be a regular shopper. The Queen Bee customer is loyal and it is important to maintain relationships with their customers because this is the kind of shopper returning to their business. They care about the product being sold to them as well as where it comes from and the quality of the product.

Typeface: Cheddar Jack:

Logo:

A B C D E F G H I J K L M N O P Q R S TU V W X Y Z abcdefghijklmnopqrstuvwxyz

Sanseriffic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Woonwinkel: Located in downtown Portland is known for their colorful home goods and trinkets in a clean open space. While they have received nationwide rec‑ognition they do not use many forms of marketing to promote themselves. The main forms they use are Facebook and Twitter with a mailing list which gives Queen Bee an upper hand. They wil distinguish themselves by offering more product and variety than Woonwinkel, which focuses on smaller pieces in less variety.

Brand book:

Branch & Birdy:

8.5” x 11” 300 dpi PDF

Lastly there is Branch & Birdy located on the SE side of Portland selling both home goods and apparel to its customers. They are currently market‑ing themselves through Instagram, Facebook and Twitter as a local laidback, fashionable store providing its customers with a variety of brands and beauty products. What makes Queen Bee stand out is that her products are made locallyand they are able to stand by her product and know that the quality is up to par and have creative control.

Business card:

Target Customer: Age: 25‑35 years old Gender: Female Income: $36,000‑$57,000 a year. Occupation: Teacher, florist or local bookstore worker. Lifestyle: The lifestyle of the Queen Bee shopper is one that has fun with all aspects of her life. She enjoys color, fabrics and believes in natural, organic lifestyles that are simplistic yet fulfil ing. Their shopper loves to live a life that “never has a dull moment.” They enjoy cooking, gardening and exploring the city that they live in savoring the small spots that hold meaning to them.

Psychological Demographics:

Color Swatches: RGB: 254, 228, 107; CMYK: 2%, 7%, 70%, 0%

RGB: 237, 113, 17; CMYK: 2%, 69%, 74%, 0%

RGB: 98, 223, 193; CMYK: 53%:, 0%, 35%, 0%

3.5” x 1.5” 300 dpi PDF

Signage: 2” x 6” 160 dpi PDF

Campaign Design for Magic Trade Show

Campaign Look and Feel

Queen Bee Creations The crafty, vintage hunting, retro influenced woman inspires Queen Bee's new marketing campaign. Striving to create happiness everyday through the trinkets that are stumbled upon their customer wil have access to a larger variety of individually crafted items manufactured locally. With an emphasis on doin'-it-yourself and decorating cheerfully a more inspiring space wil be created.

Promotional item / booth / display banner / email invite / social media platform

Promotion Item: This printed purse has been designed, printed and made for magic trade show goers. Our Beatrice pouch is digitally printed on Linenâ&#x20AC;&#x2018;Cotton canvas in a bold yellow print perfect for spring summer. It is lined in black cotton and finished with a sewin label. It is great keep your coins and cards in order! Description: Coin Purse / Card Holder / Mini Zipper Pouch Dimensions: Size approx 13 x 9cm. Construction: Our textile items are all made in our studio in SE Portland. Fibre (exluding trims): Printed outer fabric is 55% Linen 45% Cotton. Lining 96% Cotton 4% Elastane. Washcare: Hand wash gently.

Size & Material: Chalk board 234 inch x 60 inch

Booth Inspiration

Banner Inspiration

Queen Bee Magic Booth

Invite

Queen Bee

Let's fly away together

See what were doing at our busy Hive at

Magic Las Vegas! August 18th-20th

Business Card

Set up an appointment

503.232.1755. Or click on this link

www.queenbee-creations.com

Kelsey Mally

Sales Representative

Instagram

Facebook #lifehandcrafted

Beee Thankful

503.232.1755

kelsey@queenbee-creations.com http://www.queenbee-creations.com/

Rebecca Pearcy

Company Catalog S/S

Spring/Summer Lookbook

Founder Designer President

Local Manufacturing Spring / Summer Inspiration Concept

Mission Statement/About We make things out of fabric and thread, with inspiration & intention. We believe in doing it ourselves & collaborating with friends. We handcraft everything in our studio & down the road at our production partner's shop in beautiful Portland, OR. We strive to create goods that add beauty & function to your everyday life, while stitching a thread of connection from the design room all the way to your home. Stop in and visit us & see what we do at our busy Hive in North Portland!

Short Background Queen Bee began in the corner of Rebecca Pearcy's Olympia, WA bedroom in 1996. But long before that, she grew up sewing & crafting with her artist Mom and filmmaker Dad. Constantly creating things she started selling the clothing, accessories, and jewelry that she was creating in high school and college. What turned initial y was a passion for crafts turned into a business leading to her decision to quit her two other jobs and dedicate herself to working on her business, to see if it could fly. Rebecca hit the ground running and hasn't looked back since. In the many years since starting down this wild road, they have had the opportunity to work with and learn from so many talented people. All of those involved in Queen Bee have put their energy into creating what you see here, now.

She uses solely her own designs for the graphics sewn onto the company’s shoulder bags, wallets, and other accessories. “I usually just take scraps of material and just play,” Pearcy says of her design process, “cut with scissors, work it out on the sewing machine, and just do a whole bunch of them until I start seeing what I’m after.” After moving to Portland, Pearcy saw Queen Bee grow and grow, reaching a peak of fiffteen employees before spinning off Spooltown as an independent contact manufacturer, sharing the same North Wil iams Avenue space, in September 2011.

The look and the feel of the Queen Bee campaign can be summarized into 3 key words; vibrant, retro and diy. The combination of vibrant colors used in prints draws from the lifestyle inspiration of the customer who likes her home to look mixed and matched. Through the use of retro inspired textiles and aesthetic into their products that are fun and essential, it wil bring new life to their standard pieces being made. We aim to draw in a new customer base alongside our existing customers by providing them with goods that are both pleasing to the eye but also support local manufacturing in the Portland metro area.

Queen Bee makes about half its sales through the retail shop that occupies the front of its North Portland headquarters. Customers can see workers at their sewing machines from the shop and from the street. “Visible production makes retail successful,” Pearcy says. “A lot of people don’t believe U.S. manufacturing is possible. When they walk in here, it’s clear that it’s happening,.”

Pouches & Clutches

Home Goods

Loop Pouch - Large 'Dandelion'

Storage Bin - Large 'Sunburst' Dandelion --- Velocity

Organize your home beautifully with our new canvas storage bins. These handy bins have so many potential uses: sewing or knitting supplies, your kid's toys or stuffed animal collection, hats & scarves by the front door, stashing blankets next to the sofa, towels in the bathroom.. you get the idea. The small bin is sized to fit perfectly in the Ikea Expedit shelving unit.

Designed as the big sister to our small loop, the large Loop pouch offers a bit more room for those of us that have trouble channeling our inner minimalist. With a wide base, the Loop is super stable and opens really wide so you can access all your goodies. Great for traveling and keeping your toiletries handy. Hand-printed with Rebecca's "Dandelion" print on super-heavy cotton canvas, it offers a blast of cheer and utility to your days.

Pocket Tote - 'Velocity' Always a favorite, the original Velocity print make its debut on the Rebecca Peacry Textiles Pocket Tote. Part of the new Rebecca Pearcy Textiles line - colorful, sustainable textiles for home & life. Printed by hand in our studio, this is the bag for your easy summertime wanderings!

Bike Lifestyle Truckette - 'Sprout'

Trucker - 'Sprout' BY

Three sets of leaves are stitched onto a delicate stem. A simple, modern look to accompany you on your daily adventures.

The Truckette is the smaller of our two swing bags. The perfect bag for toting around your daily needs, it has been our best-selling bag design for years. Its renowned versatility & functionality have been newly enhanced with a full lining & additional pockets!

The Trucker is the larger of our two flapped bags. A messenger-style bag, it’s great for students, cyclists, parents, computer geeks (fits many laptops) and anyone who needs a little extra space for toting around all that essential. .stuff.

Constructed of waterproof PVC-free faux leather. Exterior pockets: 2 on front underneath flap, 2 on back with snap closures. One interior divider pocket with snap tab closure. Body, flap, and pockets are fully lined with grey water resistant nylon and has two snap closures. Adjustable strap made from very strong postindustrial seatbelt webbing. Accommodates shoulder & cross-body wearing. All Truckettes are made with black bodies regardless of color or design. Inner Dimensions: 10” wide x 9” high x 5” deep Strap Length: 30” at minimum, 60” at maximum Built by hand in lovely Portland, Oregon, USA

Truckette --- 'Sprout'

Trucker --- 'Sprout'

Constructed of waterproof PVC-free faux leather. Exterior pockets: 3 on front underneath flap, 2 on back with snap closures. One interior divider pocket with snap tab closure. Body, flap, and pockets are fully lined with grey water resistant nylon and has two snap closures. Adjustable strap made from very strong postindustrial seatbelt webbing. Accommodates shoulder & crossbody wearing. All Truckers are made with black bodies regardless of color or design. Inner Dimensions: 15” wide x 11” high x 4.5” deep Strap Length: 30” at minimum, 60” at maximum Built by hand in lovely Portland, Oregon, USA

Rebecca Pearcy

Spring/Summer Lookbook

Shop our studio --- Queen Bee 3961 N Wil iams Ave. Suite 101 Portland OR 97227 Keep in touch --- phone: 503.232.1755 email: hello@queenbeecreations.com website: www.queenbee-creations.com

Louis Vuitton Fashion Forecasting Researched the social, psychological, economic, and technological influences of the brand Louis Vuitton to predict the development of the company.

Louis Vuitton Heritage

Elegance / Creativity / Tradition / Innovation

French fashion house founded in 1854 by Louis Vuitton. Provides luxury products ranging from trunks and leather good to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books.

Target Market Demographics: Targets men and women ages 18-54 with high annual incomes of $75,000 plus. Psychographics: Jet setters, trendsetters who pursue prestige.

Fashion Forecasting

Brand Analysis

Architecture / Design / Values

The Foundation Louis Vuitton pour la creation serves to promote arts and culture. Frank Gehry was hired on to construct a building that is demonstrating of the 21st century. Artistic Director Nicholas GhesquiĂ¨re, the current artistic director strives to build the future of the brand while preserving its precious heritage. Louis Vuitton seeks to limit damage to the environment, preserve, reduce, create and get organized to guarantee our environments protection. Louis Vuitton has faced counterfeiting since the earliest days of its success Preserving the creativity and the rights of designers is vital to their long-term survival.

NicholasGhesquiere Ghesquiere Nicholas

THE NEW LUXURY IS THE PLANET.

MegaTrend: 2018

Polished Opulence

Contemporary designs paired with luxurious materials create a balance of simplicity and opulence. Futuristic aesthetics will be combined with lavish forms to push the boundary of fashion.

Fashion Forecasting

12-0105 TCX

16-0947 TCX

19-1338 TCX

14-4012 TCX

19-3906 TCX

Silhouette Trends and Details: 2018

Silhouettes / Details / Fabrics

This season velvet, silk and hemp are evident in designs to create minimal yet futuristic designs that are softly draped to the silhouette. High necklines, billowy volume and beautifully cut pieces bring a bold effect to minimal designs.

Jantzen Brand Strategy After researching the identity of the Jantzen brand our brand team developed and effective strategy to further develop the company to be a long-lasting brand.

History of Jantzen

Iconic / Glamorous / Retro / Feminine / Classic

Jantzen is a brand of swimwear that was established in 1916 and first appeared in the city of Portland, Oregon, United States with a few hand-knitting machines above a tiny retail store. Little did founders Carl Jantzen, Roy and John Zehntbauer know that they would achieve fame as swimwear pioneers.

Target Market Demographics: • 21-30 year old female • Degree seeking or graduate • Lives in urban setting Psychographics: • Aspirer/Explorer • Outgoing • Benefits sought shopper • Independent

Concept & Development

Problem While Jantzen has strong credibility in the swimwear industry they have a lack of availability and hype around their product.

Solutions

Create exclusivity through diversification of product availability SIGN IN / JOIN

SHOP

Accessory collection Swimming up the coast with Jantzen exclusive collection. Mix and Match these cute accessories with your swimsuits.t

SHOP NOW

Accessory line with Kate Spade at Exclusive Event SIGN IN / JOIN

SHOP

Jantzen exclusive collection

Concept & Development

Shopkick and Online Shopping

SHOP

Color Block Shirred One Piece $112.00 Size Qty

ADD TO BAG Details Color: Black Shell 90% Nylon/10% Lycra; Lining: 75% Nylon/25% Lycra Imported 100% Polyester lining Hand Wash Adjustable removable straps Adju Molded cups

Downtown Darling Marketing Plan Created a social media marketing plan to showcase the skills and services of a public image consultant resulting in a cohesive personal brand image.

Design Inspiration

Polished/ Feminine/ Contemporary

Downtown Darling is a personal brand/service that offers style inspiration to its readers in hopes of enticing editors, celebrities and advertising campaigns for public image consulting. The style can be represented as polished, fresh and iconic, never too contrived or overly complicated. The essence is of a visionary and being authentic and is nostalgic in drawing elements of fashion from the past. Through the collaboration of the old and new inspirations concepts are created that influence style and fashion of others.

LOGO

Downtown Darling Public Image Consulting SECONDARY LOGO

SOCIAL ICONS

Before the Rain

Aa Bb Cc Dd Ee Ff

Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp

Qq Rr Ss TtUu Vv Ww Xx Yy Zz

FONTS Print Clearly Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Blog Hair & Beauty

Styling Tips

Food and Spirits

Current Inspirations

Instagram Outfit of the Day

Street Inspiration

On the street this week

Downtown Darling Kelsey Mally || www.bloglovin.com/downtowndarling

Delectables

Bloomingdales F/W Retail Buying Researched the Bloomingdales company, their policies, and the foreign market to predict the future expansion of the company in product and region.

Company Profile “Our goal is to be a retailer with the ability to see opportunity on the horizon and have a clear path for capitalizing on it. To do so, we are moving faster than ever before, employing more technology and concentrating our resources on those elements most important to our core customers.”

• Founded in 1872 by brothers Lyman and Joseph Bloomingdale • Practically invented the department store concept at the dawn of the 20th Century through the selling of hoop skirts. • Bloomingdale’s is America’s only nationwide, full-line, upscale department store and a division of Macy’s Inc.

Target Market Bloomingdales shoppers have come to expect and savor variety â&#x20AC;&#x201C; the newest looks from established brands, as well as unique products from rising designers. Bloomingdales brings its customer to the core of NYC elegance and style.

Merchandise Analysis: Footwear

Heel: Wedge Stiletto Pump Boot: Ankle Knee High Weather Sandal:

Store: San Francisco Average temperature in fall/winter months: 57 degrees Total Population: 825,863 Average Income: $73,802 Personal Income: $60,000 The San Francisco consumers are female between the ages of 25-60. They are white, asian or pacific islander and are university educated/employed. They are foodies who love to explore the local food scene and place focus on sustainability and purchasing of items that will bring longevity to their wardrobe.

Gladiator Flip Flop T-Strap Flat: Ballet Oxford Loafer Sneaker: Sport

Fashion Casual

Bloomingdales Fall/Winter Buying Plan As seen in the buying plan below a larger focus will be placed on boots and heels for the coming season while sandals, sneakers and flats will receive a lesser budget. Project Classification Six Month Plan

dds