Kristen Karla
About Me Page 2 Writing Samples
Page 3
Internship
Page 7
Marketing Plan
Page 11
Magazine Article
Page 15
Press Kit
Resume Page 19
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I always preferred to observe the world around me with wide eyes and an open mind. I found it easier to write down what I was thinking rather than speak it, drawing inspiration through what I see. Even though I always loved looking through magazines and scrolling through fashion blogs these were not what sparked my interest in fashion. It was not until I got my first job in retail and started to spend my own money on clothes that I gained a love for the fashion world.. Through this I found a new form of personal expression and a new way to communicate. Working in both a retail and corporate environment through my adult life has made me appreciate both the structure and creativity that each different profession possesses. Being able to incorporate both fashion and business into one outlet has become my goal and I have found that in Fashion Marketing and Communications. Here I am able to express my individuality while working in an organized environment where I can communicate through both my writing and my visual take on the world of fashion. 2
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Marketing & Communications Internship for FashionBar Chicago
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Images from FashionBar’s fashion show I worked on and helped promote
My responsibilities at FashionBar Chicago fell under the marketing and Communications Category. I managed and maintained all of FashionBar’s social media accounts. For this I would create posts for the week which focused on anything we were working on or promoting at the moment. This ranged from events we were holding, to model calls, to all activates related to the upcoming Fashion Week. All of these posts went out daily on our Facebook, Instagram and Twitter accounts with the goal being to keep all our followers up to date and informed with all projects we were working on. Going along with the social media I created the social media marketing plan to be used by all employees of the company. This included objectives, analysis and specific guidelines for all social media platforms that we currently participate in and will potentially participate in in the future. I also drafted and edited mass emails to both followers and media contacts for upcoming events and any company releases we wanted to inform our followers on. This included emails to followers on our new styling service, a call for designers, a media release for Fashion Week and a press release for Fashion Week. I also helped with a the model calls that were held during my internship. I made sure to get all relevant information from those auditioning, took photographs of each model and followed up with those chosen to get any necessary information before they were added to our portfolio. I also helped with the creation of the general marketing plan and the sponsorship document that we sent to potential sponsors for Fashion Week.
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Image used for all FashionBar Marketing Materials
Upon taking this internship I wanted to have a chance to work in many different aspects of the fashion industry and gain as much experience and knowledge as possible Working at this internship has allowed me to gain insight into many different facets of the industry from marketing to PR to the daily tasks required to run a business. I achieved some of my goals by taking each task I was given and working at it until I got it right whether that meant revising or editing or keeping persistence until it was completed. I feel that I have a better understanding of the industry as well as all the work and dedication it takes to run a business especially in the fast paced and competitive world of fashion. Working in a smaller company allowed me to work in many different facets of this business and the fashion industry not just one specific part which has allowed for more knowledge and insight into such fields as marketing, public relations, communications, branding, model management and social media. The work that I performed in this internship will benefit me in any profession I choose as I have learned about working in a professional setting. I was able to work closely with my supervisor and other interns on projects and events and worked together to achieve one goal. I have learned that working with co-workers benefits the outcome of a project as different ideas allow for a more diverse and well rounded outcome.
My experience in this internship has broadened my view of what the fashion industry entails as well as all the different aspects required to run a fashion business. Working with FashionBar has made me realize that the fashion industry is very complex and requires more than a runway and a dress. The fashion world is more than just Fashion Week and clothing, there is so much work that happens behind the scenes to make for an effortless looking result. I have learned that the fashion industry relies heavily on marketing, communications and social media and if there are no structures in place to organize and layout goals the end result would be confusion and ultimately a failure. While I have not made a concrete decision on the direction to go with my career I have realized that the fast paced and exciting world of fashion is the place I desire to be. I gained through this internship in any fashion job.
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Excerpts from the Social Media Strategy I Created for FashionBar Chicago
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Overview
Objectives
The intent of this social media plan is to create a living document that will progress and adapt in the fast changing arena of social media. Staying current in social media is just as important as keeping up with current trends in fashion as each change frequently. Being able to adapt to new outlets and platforms ensures FashionBar will be able to keep up with and connect with its target market and relate to them as well as stay relevant.
The main objective of this social media plan is to create exposure for the FashionBar brand in order to gain and maintain an audience and a varying client base. We propose to put our business out there for the world to see and receive all while keeping within the brand image. The plan’s main objectives are as follows: • Create exposure to the brand and position the company as a leader and authority in the Chicago fashion industry • Promote products and services in a creative and fun way in order to attract and maintain clients and audience • Create and maintain relationships by staying involved in the interests and actions of our audience, followers, and clients • Attract, interact and engage fans and followers by making connections and creating conversations. Commenting on posts, answering questions, sharing current news and trends will help FashionBar to stay relevant in a fast paced industry • Become acquainted with norms and expectations of each channel • Get to know target market and identify their needs and goals and offer unique insights and solutions • Grow and adapt to changes in social media. Stay current on new social media channels and outlets and enter or exit each as they grow or decline in popularity. Use our audience and fans as a resource to see what platforms they are currently involved with. • Integrate this social media plan into Fashion Bar’s larger marketing/communications plan
A social media plan is important to success in a fast paced visual industry such as fashion. A successful social media plan has the potential to attract new FashionBar consumers as well as retain loyal customers. The most effective social media plan will use various social media platforms to segment the varying FashionBar audience by their individual demographic profiles and offering them products suited to their needs and wants as well as services to make their social media experience the best possible in an attempt to gain their loyalty to the company. Focusing on what each target audience group expects and is interested in, FashionBar will have a better idea of the direction to take their social media plan and the strategies to implement to carry out a successful and thriving business. 9
Segmenting and Targeting FashionBar’s Facebook Followers
Screenshot of FashionBar’s Facebook Page
Overview Being the most used social media platform, Facebook is a great way to reach an audience as diverse as the FashionBar audience. With 1.2 billion registered users (33% of all internet worldwide), 699 million daily active users (23% of all internet users worldwide) Facebook has the ability to reach many different people from all factions of life. It is the most evenly distributed platform for all demographics with users starting at 13 going up to mature adults; meaning it has the potential to reach all segmentations of FashionBar audience members. Target Demographics/Segments for FashionBar With Facebook encompassing a huge segment of the population with a wide variety of users, FashionBar would benefit from broadcasting each faction of the FashionBar brand from the styling services to the apparel line to designer consulting. Tactics Facebook is ideal for reaching consumers and well as other businesses as the span is so wide. Posting a combination of visual images alongside news articles, trends, events, and other current happenings will ensure exposure to the audience that is viewing the FashionBar profile. Since the target market base is so broad FashionBar can reach all of their clients and target market in one place.
• Create a well-rounded site that provides a personal feel with suggestive posts and opinions as well as providing information and insight into events, news, and trends. • Post all relevant and current news from each FashionBar division • Drive “likes” to the page. The audience can only see FashionBar posts after they have liked the page. • Connect with other businesses and companies such as designers, brands, photographers, etc.… that have potential to partner with FashionBar. Create connections with venues, manufacturers, and producers to further the FashionBar client base. • Utilize Facebook’s marketing and advertising options to further promote FashionBar and its events • Create Facebook events for fashion shows and invite all FashionBar followers. Link the event page to the website where followers can purchase tickets and find out further information. • Link the Facebook page to all other platforms such as Instagram and twitter which will allow for easy navigation for our audience • Spotlight our audience and followers by commenting on their posts, replying to comments, and encourage their input in order to create connections and loyalty to FashionBar • Make regular posts about current news, fashion trends and all FashionBar events. Regular posting will further familiarize followers of our brand. • Utilize Facebook analytics to track activity, likes, and new followers on a weekly basis. 10
Article I wrote on Dressing for an Interview in Spunky Sparkle Magazine 11
Dressing for an Interview Interviewing for a job can be stressful, the interview outfit should be the last of your worries. You wake up early, shower and get ready, have a light breakfast with coffee and prepare for your interview. You walk to your closet and stop and stare, you suddenly realize you have nothing to wear. This is not the time to stress , just calm down and remember these tips on how to dress.
Be Yourself Dress for the job you are interviewing for Do not Over Do It Interview Outfit Option 1
The simplest but most important tip to remember is to be yourself. Wearing an uncomfortable dress or suit can have a big impact on your interview. Wear something that you are comfortable in and that represents you and your personal style; just keep it appropriate for the job you are interviewing for. When you are wearing something that you are comfortable in and you like, it gives you confidence which will relate in your attitude and come forward in your interview. 13
Know The Company Make sure that you research the company beforehand. Familiarize yourself with the culture and formality of dress at the company you are interviewing at. If you are interviewing for a job at a bank or in corporate sales it is more appropriate to wear a suit but it you are interviewing for a job in marketing or advertising a pencil skirt and blouse will be better suited.
Interview Outfit Option 2
Tone it Down
Interview Outfit Options 3 & 4
Wearing bright colors is a fun way to mix up your everyday wardrobe but is not suggested for and interview. An alternative is to wear a subdued pattern, chunky statement necklace or a colorful heel that represents your personal style while remaining tasteful. Another point to remember is to not overdo the makeup. Wearing a more natural look is not distracting and looks polished and put together. You want your interviewer to be able to see you and focus on what you are saying rather than what you are wearing or the amount of makeup you have on If you remember these tips there will be no reason to stress about your interview outfit. You will be calmer, more confident and feel more like yourself so you can concentrate on the interview rather than worrying about whether you look appropriate.
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Excerpts from the Press Kit I Created for Alice & Olivia
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About the Company Alice + Olivia is a truly unique and eclectic brand. Inspired by music, art, and culture A + O strives to create fun, new and exciting pieces season after season . A + O captures a vintage vibe with a modern twist with bold patterns, ornate embellishments and exquisite fabrics. We try to bring to life the fun, feminine, whimsical side of a woman that makes her feel special. Being able to appeal to all the different facets of women , Alice and Olivia has gained and maintained a wide and differentiated following. Loyal patrons have been with A + O since the beginning and have grown alongside the company customizing and expressing their own individuality through our clothing. They have brought us into their homes and made us part of their lives so we invite you to do the same.
Alice & Olivia Storefront
Mission Our mission is to deliver f fresh, eclectic, and unique garments to all women. Each item is designed to make the wearer look her best and therefore feel her best . She can mix and match according to her tastes and showcase her own unique personal style whether that be fun and flirty or sexy and sophisticated. A + O strives to have an option for everyone.
Vision We continuously strive to understand the wants and desires of the present day woman and bring to her a line of fashion forward designs that she can rely on to look and feel her best both at work and in her everyday life. By providing excellent merchandise and customer rapport we feel confident that we will gain our clients loyalty therefore ensuring her growth with us. 17
Alice & Olivia’s Fall 2015 Collection
About the 2015 Fall Collection
Bold
Eclectic
Eccentric
Come join us on a rock and roll tour with the fall 2015 Alice and Oliva RTW collection. It is a revival of the 60’s and 70’s rock scene and the fearless women of those decades. A little bohemian inspired, we have mixed rich fabrics with heavily textured pieces. Brocade, beading, and deep rich colors set the tone of this ultra lush collection. Textured gowns are accented with lace and fur while mix and match separate are elaborate and embellished . Each piece is unique in its own way giving the wearer a truly eclectic look. 18
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RISTEN ARLA
EDUCATION DOMINICAN UNIVERSITY, River Forest IL Graduation May 2016 Apparel Merchandising Major Cumulative GPA 4.0/4.0 • Designed and executed a holiday themed window display for a pet supply retailer to drive traffic into the store. • Developed a concept for a women’s wear brand including designing all products, logo, and brand image. Created a business plan including competitive costing, sales projection, sourcing, and distribution. MARQUETTE UNIVERSITY, Milwaukee, WI 2007 Political Science and International Affairs
August 2003-May
CAREER HIGHLIGHTS Expertise International sourcing and brand development Apparel structure and design Textile Science History of Dress Visual Merchandising Fashion Communication Multi-Cultural Fashion
Knowledge Fashion adviser / personal shopper / Personal Styling Promotional Events Customer Service Vendor Management Budgeting Stocking and working with suppliers and manufacturers
INTERNSHIP FashionBar Chicago, Chicago, IL May 2015-December 2015 Marketing and Communications Intern • Created the company’s social media and marketing plan to be used and distributed within the company by all FashionBar employees and interns • Managed and Updated all FashionBar’s social media channels daily and helped reach hundreds of new followers • Created mass emails marketing campaigns to be distributed to all FashionBar followers in excess of 1,200 people • Worked with all FashionBar employees, partners and designers to produce their annual fashion show including the creation of marketing materials, wrote the script for the host of the show, backstage organization, liaison with bloggers and media
K
RISTEN ARLA
WORK EXPERIENCE HIBERNIAN DEVELOPMENT, Chicago, IL
AUG 2010- PRESENT
Office Manager • Prepared presentations, invoices, memos, letters, collateral material, and other documents using word processing, spreadsheets, database, and presentation software. • Maintained positive and lucrative relationships with vendors for sourcing of hardware, accessories, furniture, decoration, ET all. Researched and met with new vendors and negotiated prices and quotes. • Liaison among vendors, subcontractors, local authorities and attorneys including meeting with City officials to obtain building and work permits. • Overhauled record keeping system from manual to computer based, creating a user friendly and systematic information management system and reduced data retrieval time. Prepare reports and end of project analysis. • Managed all rental properties including collecting rent checks, answering tenant emails and calls, and scheduling all maintenance work. • Managed and keep record of all inventories for current projects in excess of $100,000. • Managed a cross functional team. • Handled a fast-paced, deadline-drive work environment BCBG MAXAZRIA, Pleasant Prairie, WI
JAN 2006- May 2011
Sales Associate / Customer service / Fashion adviser: Assisted and sold a high fashion clothing line to a large daily customer base. • Achieved the status of top sales performer in the stores monthly sales analysis and contributed to the store’s high rankings, exceeding daily quotas of $1,000. • Provided personal styling services to customers including my personal client base of 200+ customers. • Designed store layouts and visual displays by creating color stories, adjusting to trend needs, and coming up with effective, creative, and appealing product placements. • Organized in-store promotional events, including all planning, logistics, and execution • Managing mass mailings, and contacting the top 500 store clients in addition to my personal client base by phone. • Assisted in the overall retail operations including clothing and garment stocking, product markdowns, and conducting periodic inventory.