Portfolio

TOBE REPORT

color inspiration fall/winter 2015

JUNE 2014

how she wears it fall/winter 2015

human forms

eye spy

mix & match

main secondary

delicacy pantone tcx 11 2409

rosy cheeks pantone tcx 18 1633

dusty gold pantone tcx 16 1220

valley of the ash pantone tcx 13 3803

naked lips pantone tcx 17 1718

wavy tresses pantone tcx 13 1012

chloe christian dior

contoured lines

celine

round glasses

celine

how she wears it

pale pink coat celine fold over bag

pale tones from head to toe

chloe

evil eye nails louis vuitton

emanuel ungaro balenciaga

calvin klein

christian wijnants gloves

bottega veneta

balenciaga strappy heels

fendi heels

chloe

valentino case scenario

leather backpacks

balenciaga

face masks

alexandre vauthier

right at retail

how the trend translates into reality

The eye spy trend focuses on the mid tones for this fall/winter palette. Its muted, yet agressive color palette graples attention in basic colors, but stays incognito with rich fabrics. Deep blacks and greys with pops of blues, greens and oranges used in furs and leathers create a sleek and sexy trend for the fall/ winter season.

stella mccartney

accent

marc jacobs

pop

mix & match

romanticise

electric feel

main

secondary

pale palace pantone tcx 12 0104

skinny love pantone tcx 13 2803

love affair pantone tcx 19 5708

ravishing red pantone tcx 19 1627

your heart is cold as ice pantone tcx 13 4111

meet me at midnight pantone tcx 19 1522

pop

balenciaga

statement bags

marc jacobs

illuminating suits

traffic-stopping accessories

lanvin dark florals

alexander mcqueen sheer tops

elie saab beadding

oscar de la renta

build the trend with these items

valentino

dolce & gabbana lace and embellished heels

hair jewel accessories

elie saab

moschino

alphabet sweaters

ashish

mixed prints

karen walker

all pink everything

rig ht at ret ail

nina ricci flowy draping

topshop unique

how the trend translates into reality

christian siriano

how she wears it

right at retail

alberta ferretti

The electric feel trend focuses on vibrant hues for this fall/ winter palette. These bright colors create show stopping trends by mixing prints in blues, yellows and greens. Head to toe shades in pinks, reds and violets will be a hot trend as well. Crazy prints and unique accessories are a sure way to create a fun and electrifying look for the fall/winter season.

j. mendel

accent

NIKE POP-UP SHOP Nike’s hope for this pop-up shop is to promote women’s safety and cultivate a stronger female demographic. The Flash Collection is meant to empower women so they feel safe enough to excerise at night. The reflective fabrics used in the products allows women the freedom to be independent in their workouts. The attachable biometric chip allows the user to keep track of activity and is easily accesible through an app. The high foot traffic of Bryant Park combined with the promotional advertising will draw in the consumer who is curious about these new innovations. The strong focus our society has on feminism right now directly supports Nike’s women’s safety platform. Nike is bringing awareness to the importance of women’s strength and independence and it will attract new customers to the brand.

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LOCATION SELECTION

Bryant Park, NYC

Location We have chosen to place our Nike pop up shop in Bryant Park in New York City from June 1-7, 2015. In an age of feminism and female empowerment all around us, our popup shop is targeted at millenial women to encourage self awareness, independence, and strength. Our target market is millennial women and New York is a beacon for youth and independence. Bryant Park is located between 5th and 6th avenue and 40th to 42nd street. Our shop takes place at the beginning of summer which is a high foot traffic season and one of the main pass times is to go spend the afternoon at the park. We will be offering them the chance to spend the day at the park and learn some new skills to defend and protect themselves.

Pop-Up Shop Space

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Name: Danielle Bryan Age: 26 Education: College graduate Income: $36,000 Location: Lower East Side Occupation: Actress Interests: fashion, photography, spending time with friends and family, fitness Habits: impulse shopper, up to date on current trends, prefers in-store experience to e-commerce platform

Our target customers are millennial women who were born from 19802000. They are very diverse among other generations and have been surrounded by technology their whole life and are no stranger to the internet. This generation’s digital tendencies mean that marketers need to keep up with reaching out to their customer base. There are about 77 million millennials in the U.S. and 4.3 million in New York, including men, and make up about 24% of the country’s population (Nielsen).

Technology is essential to millennials, they go nowhere without their smart phones, which is what makes this generation unique. About 47% of millennial women have jobs (Abraham, 50 Facts About Millennials) and the younger millennials (age 18-27) make an average income of $25,000 and older millennials making almost double the amount at $48,000 a year (Demographic Stats About US Millennials). About 33% of millennials live in cities and 34% of women have a bachelor’s degree, the highest out of any generation. Millennials always want to buy the latest technology and trends for an immediate satisfaction. Up to 88% use some form of exercise (Lesonsky, Gen Y and Health and Fitness) which has a huge market for activewear to reach out to these consumers to purchase goods.

Name: Abby Pickett Age: 20 Education: College student Income: $10,000 Location: SoHo Occupation: Student Interests: live music, pop culture, reading, going to the movies Habits: conservative with her money, does extensive research before purchasing, interested in finding creative ways to work out

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The biometric chip will be placed in the sports bras in the band and around the chest for the compression shirts.

It collects data from sensors that send updates to a Nike smartphone app. It tracks distance, movement, calories burned, heart rate as well as your location. The GPS locator is used for emergency purposes for people who like to run at night or alone so if anything were to happen to them, a loved one will be notified of their location. The sports bra and compression shirts contain special material that helps keep the customer motivated by increasing blood circulation and it is even temperature controlled; keeping you cooler or warmer depending on the weather. The garments are water resistant and are machine washable, but the technology chip must be taken out before washing. The app helps motivate the consumer to reach their goal or push them further with their workout. They can compare their results to their previous workouts or even their friends. Once they have completed working out they just tap the chip and it ends the workout. The technology chip costs $200 and is separate from the sports bras and shirts that are specially made for the technology chip.

When exiting the tent the customer will take a left if she has signed up for the self defense class we are offering.

The class is set up on the lawn allowing the women to excercise in the nice outdoors. Each class has a maximum of 15 people so it maintains the individual experience with the instructor. The instructor will navigate the class to help the class members and improve their form. When they finish the class they will get a t-shirt created for the event. They have the option to test the new technology we are selling during their class to get a feel for how it works.

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PRODUCT CATEGORIES

Week 1

Week 2

Week 3* Event Week

EXPENSES

Week 4

Social Media

Total $961,500.00

Facebook

Week 1

Week 2

Week 3* Event Week

Week 4

Social Media

Twitter Instagram

Facebook

Blogging

Twitter

Digital Marketing YouTube

Expenses Week 1 COGS Promotional $ 87,000.00 Build of Space Set up Production Tent/interior Extra Interiors Exterior Class Instructors T-shirt Giveaways Wages I-pads Interactive Technology $ 9,000.00 Break Down Production Total $961,500.00

$320,500.00

Instagram Blogging Digital Marketing

Email PR

$320,500.00

YouTube Ads

Posters/Banners

Email PR

Event Marketing Self Defense Classes

Ads

$78,350.00

Posters/Banners Event Marketing

Sponsorships Point of Sale Giveaways

Self Defense Classes

$78,350.00 $3,820.00

Sponsorships Total

Point of Sale

$1,364,170.00

$3,820.00

Giveaways Total

Total Expenses

$

Week 2 $ $

$ $ $

96,000.00 $

Week 3* Event 340,000.00 $ $ 530.00 $ $ $ $ 3,820.00 $ 3,475.29

Week 4

834,670.00 $ 2,000,000.00

102,500.00

26,600.00 2,000.00 3,200.00 3,150.00 6,440.00

$ 347,825.29 $

530.00 103,030.00 $

2,876,060.00 $

Interior Fixtures Unit Cost Units Tent/Interiors $ 3,800.00 Round Tables(included) Square Tables(included) Large Table(included) Temporary Walls(included) Chairs(included) Flooring(included) 32x60 sq ft Indoor Lighting (included) Small Signage $ 200.00 Quote Signage $ 300.00 Floor/wall Lighting $ 50.00 Floor Lamps $ 80.00 Exterior Fixtures Unit Cost Units Large Signage 400 Large Light Signage $ 2,000.00 Total

Cost 7 $ 8 8 2

3,422,915.29

26,600.00

15

1 3 10 5

$ $ $ $ Cost

3 1 $ $

200.00 900.00 500.00 400.00 1200 2,000.00 31,800.00

$1,364,170.00

1

1

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Total Revenues Product Classes Total

$ $ $

630,000.00 28,350.00 658,350.00

COGS Product Classes Total

$ $ $

252,000.00 6,970.00 258,970.00

Expenses Expense Total

$

3,422,915.29

INVESTMENT

$

3,023,535.29

TOTAL INVESTMENT: $3,023,535.29

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