Product Development
Leticia Avalos Bachelor of Science Fashion Marketing and Management Inventory & Stock
Online Magazine Concept
Inventory & Stock
Product Development
Online Magazine Concept
Leticia Avalos
Product Development
FM3323 Product Development Fall 2010 AICASF
Cosmetics Proposal
Background Chloe is a luxury brand that was founded in 1952 by Gaby Aghion, an Egyption born Parisienne with a bohemian spirit. The name Chloe was chosen for its warm feminine youthful appeal. The label grew in popularity by hiring new, young talents to design the collections. In 1966, Karl Lagerfeld became one of the house’s head designers, and under his direction Chloe became one of the most iconic fashion brands of the 1970’s.
Chloe has multiple lines within their brand such as Ready-To-Wear, Accessories, Fragrance, Children’s Wear, and See by Chloe which is targeted to a younger generation at a more affordable price point. The new launch of Chloe cosmetics will help capture the younger target market who aspire to be a Chloe customer, as well as expand our current product selection. The U.S. is the world’s largest cosmetics market, valued at $45.4 billion, followed by Japan at $21.9 billion, France at $12.1 billion, Germany at $11.6 billion, the UK at $10.1 billion, and Italy at $8.5 billion. This will be a great opportunity for an expansion for Chloe to create its vision of romantic femininity through their natural beauty products. Source: Chloe.com Source: WGSN.com
Inspiration Spring 2011
Market Trends Market research shows that the eco movement is becoming mainstream and that people are willing to pay more for products that are ecofriendly. The luxury cosmetic market is embracing sustainability by marketing the advantages of natural ingredients. REN a luxury skin care has pioneered the concept of clean products. The skin care formulations used are potent and natural whilst avoiding the synthetic compounds and skin unfriendly ingredients commonly used in the beauty industry. Consumers are getting savvier about cosmetic ingredients and what is considered “green�. Education is the key to getting a consumer to buy an ethical product. They want the best information available such as price, quality, style and environmental impact.
Natural Ingredients
Despite the economic crisis consumer are spending more on ethical goods and services. In the U.K. the green market has tripled in the last nine years from 13.5 billion (euros) in 1999 to 36 billion (euros) in 2008. In 2008, Americans doubled their spending on green products to an estimated $500 billion. Luxury companies like Gucci are going green by producing 100% recyclable packaging, which launched at all of Gucci’s 284 directly operated stores in June 2010. The future of luxury is sustainable, this is why LV has gone back to craftsmenship in their advertising campaigns. Sustainability is no longer just about responsibility, it is also saving money which makes good economic sense.
Source: WGSN.com
Target Market
Demographics/Psychographics Our Customer is a 19-30 year old woman who enjoys fashion and likes to take care of herself by splurging on skin care and beauty products. A romantic and a girly girl at heart, she is environmentally conscious and lives an active lifestyle. She is a recent college graduate or is still attending school. She lives with roommates in a urban neighborhood in a metropolitan city like New York City or Los Angeles and enjoys traveling and exploring new places. She has a large group of friends and enjoys the nightlife. She is tech savvy and enjoys shopping online, blogging, and social networking. Her favorite publications are the New York Times, Vogue, Glamour, and W Magazine.
Product Line
Face
Moisture Foundation
Eyes
Concealer
Blush
Eyeshadows
Eyeliner
Mascara
Product Line
Brushes
Lips
Lipgloss
Lipstick
Lip Balm
Lipstain
Duo Brush
Concealer Brush
Eyeshadow Brush
Branding
Logo
Packaging
Shopping Bag
Linesheet Spring 2011
Style #0001 Description: Airbrush Foundation Retail: $47.00
Colors
Style #0025 Description: Mascara Retail: $36.00
Colors
Style #0004 Description: Airbrush Concealer Retail: $35.00
Colors
Style #0028 Description: Lip Gloss Retail: $27.00
Colors
Style #0008 Description: Blush Retail: $36.00
Style #0013 Description: Multi-Color eye Retail: $47.00
Colors
Colors
Style #0033 Description: Lipstick Retail: $30.00
Style #0038 Description: Lipstain Retail: $35.00
Colors
Colors
Style #0016 Description: Eye Shadow Retail: $42.00
Colors
Style #0042 Description: Lip Balm Retail: $24.00
Colors
Style #0020 Description: Eye Pencil Retail: $35.00
Colors
Style #0046,0047, 0048 Description: Makeup Brushes Retail: $52.00, $36.00, $38.00
Marketing Website and Social Media Post
May 6 Save the date! On Saturday May 21st, Chloe will be launching Its natural cosmetics line. Join us at Nordstrom for a complementary make over. For a seek peak visit www.chloe.com/cosmetics
www.chloe.com/beauty
Facebook Post
Marketing
Front
Advertisement, iPhone App and Direct Mailer
First Class US Postage Paid Direct
You’re Invited...
Spring 2011 Beauty
Blog
To our Chloe cosmetics launch at Nordstrom on Saturday March 3, 2012. Come and enjoy a complementary make over with Chloe natural ingredients cosmetics.
Pinterest Natural Beauty
Jane Doe 51 Union St.
Back
San Francisco, CA 94110
iPad Advertisement
iPhone App
Mailer
Invento r y
& Stock
FM2232 Inventory & Stock Fall 2010 AICASF
HoneyBee
Concept
Honeybee Honey Bee is a kids boutique located in Palo Alto, San Francisco and Berkeley, California with a growing cliental. Honeybee offers our customers quality appeal at a moderate price point. Our apparel is tailored for the young fashionista in the family. She has her own personal sense of style and never plays by the rules. She likes to play with different looks day by day, she is imaginative and whimsical.
Target Market
Honeybees... are sweet girls with a sense of style. Our honeybees are from the ages of 3- 9. They are there own mini stylist with a bit of mommy’s help of course. She is bold and likes to play with color and different styles. Their personalities keeps us on our toes.
The Parents... are college graduates with a professional job who lives in a urban environment or near one. They are 28-37 years old and are single, married, or a modern family. They love to spoil their kids but when it comes to clothes they like to get great quality and style at a moderate price point. They are tech savvy and
Competition
They are busy individuals so they like to get what they need when they need it.
CrewCuts by J.Crew
The Gap Kids
Trend Research
Children’s Apparel Trend Report Research “Children’s wear retail sales within the top ten global retail markets is estimated to be growing at approximately 6-7% annually to reach a level of US$131.5bn by 2012.” According to Businesswire.com.
Trade Shows WWDMagic is a trade show featuring over 1,300 new and emerging brands in Women’s and Children’s Apparel, Footwear and Accessories. Americas Mart Atlanta Their Children’s World offers over 700 top apparel lines which includes maternity, apparel, specialty gifts, keepsakes and chic bedding and décor. California Market Center Kids on 6 has collections for kids/maternity and is a leading resource on the West coast. This trade show has a great variety of children’s wear.
Off-Price Promotional Merchandise We will have a wide selection of off-price merchandise in various colors like body suits, socks, tights, and underwear.
Market Trends caters to 0-12 year’s old and features pea coats and cashmere-blend kid’s line along with Paul Smith and Gucci.
Prints & Colors
Luxury kids clothes mean big bucks for retailers according to the New York Times and European children’s apparel is outperforming the rest of the market. Kids grow out of clothes fast and parents are spending more on their children high quality clothing.
Locations Census Data Recap
A. Store Location-Palo Alto, CA 94304 & 94025 # 40,765 Total Population 20,801 Female 19,964 Male 31,861 Ages 18-64 18,450 Bachelor’s Degree $77,539-89,572 Median household income $53,657-59,859 Per capita Income $764,400-1,000,001 Median Value of Homes
B. Store Location-San Francisco, CA 94123 & 94102 # Total Population 51,894 Female 23,621 Male 28,273 Ages 18-64 47,270 22,017 Bachelor’s Degree $22,351-$84,710 Median household income $19,822-81,044 Per capita Income $439,600-1,000,001 Median Value of Homes
%
U.S. Average
51.0% 49.0% 78.2%
50.9% 49.1% 74.3%
45.3%
24.4% $41,994 $21,587 $119,600
%
U.S. Average
45.5% 54.5% 91.1%
50.9% 49.1% 74.3%
42.4%
24.4% $41,994 $21,587 $119,600
Palo Alto
San Francisco
C. Store Location Berkeley, CA 94709 & 94704 Total Population Female Male Ages 18-64 Bachelor’s Degree Median household income Per capita Income Median Value of Homes
# 31,343 15,160 16,183 29,718 10,763 $19,750-38,613 $15,905-28,971 $390,600-453,600
%
U.S. Average
48.8% 51.6% 94.8%
50.9% 49.1% 74.3%
34.3%
24.4% $41,994 $21,587 $119,600
Berkeley
Stylecards
Tops
Shoes
Marketing Spring 2011 Catalog
J. K.
The Garden Collection
E. Short Sleeve Button-up Shirt, white, navy, & pink xs-xl $35 F. Miniature Scarf, navy/white polka dot xs-xl $20 G. Purple Button Dress, white, & navy xs-xl $40 H. Polka Dot Dress, coral & off white xs-xl $40 I. Stripe Scarf, white/ light pink xs-xl $30 J. Straw Hat, one size fits all $25 K. Vintage Inspired Necklace $18 L. Ruffled Floral Long Sleeve Shirt xs-xl $35 N. Brown Button Skirt xs-xl $40
E. F.
H.
Style Sight dutti ss1029
Style Sight dutti ss1034
Style Sight dutti ss1032
I.
L.
Style Sight zero ss1004
22
22
Available through print and iPad
Style Sight dutti ss1023
22
Style Sight dutti ss1035
Our garden collection has everything you will need for a day of play. The collection delivers neutral colors with everyday accessories for those beautiful days outdoors.
Style Sight dutti ss1026
Spring 2011
Style Sight dutti ss1028
Honeybee
N.
G.
22
Onl ine Magaz ine Concept
FM4411 Senior Project I Winter 2012 AICASF
De Fine
Concept
DeFine Magazine gives you a place where you can express your personal style by uploading images to our site. DeFine brings together the best of two worlds, blogging and personal styling, into a magazine interface. This is not your typical online magazine. It brings interactivity to the reader that keeps them involved by including their personal styling and inspiration. We also provide easy navigation with featured links set in the magazine’s layout for easy shopping and video views.
OUR MISSION is to hear out our readers on all aspects of fashion. We want to encourage them to showcase what they like best. We want to open the doors to personal support entrepreneurs. We want to bring their favorite products and resources to you at the click of a mouse. Because DeFine is not a printed publication, it gives us the freedom to continuously update and improve the content that our readers love and support. We deliver a community through our online magazine.
De Fine An online styling magazine
De Fine De Fine An online styling magazine
An online styling magazine
An online styling magazine
De Fine
DeFine Covers
Bohemian Love
The Gentlemens Issue
Dive into Color
Street Style
from all over the world
Target Market “
Generation Y Our target market is Generation Y, men and women ages 20-30. They are youthful and full of creativity. This segment is attending college or has graduated and is entering the workforce. they are the fastest growing segement of today’s workforce. They have grown up with technology and prefer to be connected to the world through it. They are over achievers and like to discover new things.
Quick Facts Born between 1977 and 1994, Generation Y is approximately 70-85 million strong and comprises around 25% of the U.S. population. By 2018 Generation Y will constitute half the working population in the states. According to economists and marketers this is the largest consumer group in U.S. History. Generation Y spend an estimated $20 billion in online purchases alone each year which accounts for 21% of all online apparel purchases. Generation Y, spending power already exceeds $200 billion, is deemed the next powerful consumer segment after the recessionhit Baby Boomers. Generation Y is empowered by the Internet, environmental habits of older generations.
Source: N.P. “Generation Y.” Fashion Trend Forecasting and Analysis | Stylesight. Stylesight.com. Web. 24 Jan. 2012. Source: “Why Does Generation Y Buy?” The @KISSmetrics Marketing Blog. Blog.Kissmetrics.com. Web. 04 Feb. 2012.
“They are reshaping businesses and society as a whole.” “They are highly an innovative segment.”
Target Market Top characteristics Connectors
The Connector thrives on crowds and loves to participate in the hubbub. To live up to their billing, they stay current on Hollywood, sports, and their friends. The iPhone is among their favorite products. On TV, they are
Forerunners
While the Connectors are on Facebook, the Forerunners are 2 steps ahead, checking out Twitter, Tumblr, and Ning. These are intellectually curious individuals who enthusiastically discover the latest trends, news, green issues. They are not shy, they live to actively share their opinion, gaining satisfaction from being in-the-know and making a difference. Forerunners are leaders in blogging and emerging microbloggers. Forerunners comprise 40 percent of the microblogging site, Tumblr.
Free Thinkers
The Free Thinker is central to the rise of the artisan class. They are highly imaginative individuals that like to express the diversity of their life in outof-the-box ways. These individuals have their own designs in mind as They make their home at local coffee shops, and joins the Forerunners in social and altruistic causes.
Source: Lyon, Ethan. “Generation Y: Stats, Demographics, Segments, Predictions.� Branding, Social Media, Digital Marketing | Sparxoo. Sparxoo.com. Web. 14 Jan. 2012.
Market Research
Competitor Analysis has no direct competition at the moment. What we found in our market research is that there are only top home decor online magazines and traditional fashion magazines available. Issuu.com publishes two top rated high fashion magazines in this interactive format called Fashion Victims and The Press.
Lonny
Rue
Lookbook.nu
Lonny is a bimonthly online magazine that focuses on lifestyle and home decor. Lonny highlights extraordinary interiors, innovative bloggers, and the latest
Rue is a bimonthly online magazine that brings a wide array of stylish homes, design tips, and entertaining inspiration.
Founded in 2008, LOOKBOOK.nu is the original, user-generated & communitycurated gallery showcasing do-ityourself fashion photography from everyday people, everywhere.
What we see as possible competitors and Lookbook.nu. We believe that the reason they are more of a threat is because they can easily update with new information as well as keep it fresh.
Conclusion With our research we found that by bringing online publishing and blogging into one world of unique styling. Source: lookbook.nu/advertise
beauty, and shopping for a new local newsletter editions and a website that serves as a global style hub. They offer sources for shopping, exclusive deals, trends, beauty news, local hotspots, and at-home sneak-peeks of
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The bes t in Sp r i ng Look s Get this Look Sheer Top, CHICWISH.COM// Dots Print Sheer Mesh Green Skirt, ROMWE.COM// Jeffery Campbell, SOLESTRUCK.COM
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Once the votes are in, we feature the top 5 looks and share what they are wearing with our readers. When looking through the magazine you can easily click on what you like to view or even purchase it. The links bring shopping to the reader and make it more interactive.
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Mens Content
Menswear Timeline
Throughout the years
The 1950s Anihit, occaeriat. Os etur, sant quod quatium hicaborit aut oAlit quos digentota comnis verum ullenim poritio nseriam inctia ventem acimi, et qui dundae vent, conecus ius, nectem eosa vendae. Sandus velit la quo esto occum nossuntias unt, illa vende nitionse officilibus exersperi in es venim
of men’s fashion
Source: Esquire.com
The 1960s
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2012
1950
1953
1960
1961
1956
1959
Anihit, occaeriat. Os etur, sant quod quatium hicaborit aut oAlit quos digentota comnis verum ullenim poritio nseriam inctia ventem acimi, et qui dundae vent, conecus ius, nectem eosa vendae. Sandus velit la quo esto occum nossuntias unt, illa vende nitionse officilibus exersperi in es venim Source: Esquire.com
1965
1967
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Mens Content
Submitted Looks
Submitted Looks
Submitted Looks
Submitted Looks Peter Adrian
OXBLOOD SHOES THREE BUTTONED BLAZER, VERY.COM, in BLAZERS
Gentlemen Mohcine best Aoki looks JOEY ADMIRAL, APRIL77, in APRIL 77 JEANS SPRINGFIELD, SPF, in DRESS SHOES ALDO, ALDO CLUBMASTER, RAY-BAN, in RAY-BAN EYEWEAR ZARA, ZARA, in ZARA OUTERWEAR 5PREVIEW, 5PREVIEW, in SHIRTS
JS
BELT, DANIELE ALESSANDRINI, in BELTS QUILTED SPORT JACKET, POLO RALPH LAUREN, in POLO RALPH LAUREN OUTERWEAR SCARVES, CHAPELLERIE BRUYAS, in SCARVES SHIRT, POLO RALPH LAUREN, in POLO RALPH LAUREN SHIRTS CARDIGAN, POLO RALPH LAUREN, in POLO RALPH LAUREN CARDIGANS CHINO PANT, TOMMY HILFIGER, in PANTS BOOTS, CROCKETT & JONES, in BOOTS
Roger Mbee
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Adrian Cano
SUIT, TED BAKER, in SUITS BROGUES, REISS, in DRESS SHOES TIE, VINTAGE, in TIES
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