EMPOWER ING
CONTENTS 4
ABOUT
4-5
6
BRAND ESSENCE
6-7
8
BRAND VALUE
8-9
10
BRAND TOUCH POINT COLLATERAL
10-11
12
TIMELINE
12-13
14
STORE LAYOUT
14-15
16
BEST SELLER
16-17
18
ONLINE STORE
18-19
20
STATISTIC ANALYSIS
20-21
22
MARKETING
22-25
26
COMPETITOR ANALYSIS
26-27
28
REVIEWS
28-29
30
INJECTION RANGE
30-31
32
CONCEPT BOARD
32-33
34
MOOD BOARD
34-35
36
COLOUR BOARD
36-37
38
FABRIC BOARD
38-39
40
RANGE REVIEW
40-43
44
LOOKS
44-53
54
REFERENCES
54
E L L E R Y is an Australian high-end brand well known for its peculiar sleeve shapes mixed with architectural and bold silhouettes whilst still being feminine and wearable.  Ellery approaches it by constructing pieces with masculine tailorings and innovative fabrications which are reinterpreted season after season. Each season the collections transcend trends, presenting modern classics for women who value quality, masterful cuts and unexpected details. They work with silks, suitings and cottons.
4
ABOUT
5
BOLD
6
UNEXPECTED DETAIL
ARCHITECTURAL
7
EDGY FLARED MODERN PLAYFUL CREATIVE COMPLICATED
8
BRAND VALUE
9
Shipping packaging: They place the product in an Ellery box wrapped in tissue paper and inside a garment bag
Strong e-commerce site for their online store
Slow customer service-need to wait for reply 3-5 business days or even longer
10
Receive look books & campaigns
Customer Service- gives good styling advice and help when needed
limited amount of stock-colourways
BRAND TOUCH POINTS
11
Source fabric-work with fabric first Design collection Sample
SA
DESIGN MARKETING
EVH PR-manage PR + Press Photoshoot Lookbook
12
Planning Product distrubution (department stores)
Receive order QC all goods Send to stores
DISPATCH
ALES
PRODUCTION
Patternmake (inhouse) Create samples Confirm designs
DESIGN TO DISPATCH
13
Storage
14
Eyewear Collection + Desk
Stock
Stock
Box containing bags
STORE LAYOUT
Shop 12, 2-16 Glenmore Road Paddington Sydney NSW 2021
STORE LAYOUT
15
DELORES TOP FROM RESORT ‘15
16
DIFFERENT FABRICS MORE COLOURWAYS
REPEATED STYLE
BEST SELLER
17
18
ONLINE STORE
19
PAGE VIEWS
18,089 8,277
2,638
20
4,629
PER REGION
WEBSITE DATA
Average page views per day is 5750 or 176,385 per month. Average visits per day is 1473 or 42,956 per month.
DIGITAL DATA
Geographical location of users viewing the ELLERY website.
STATISTIC ANALYSIS
21
Australian Designer to grace the cover of The Australian Financial Review
E L L E R Y . has consistently graced the pages and covers of multiple magazines including Vogue, Harper’s Bazaar, M Le Monde, Madame Figaro, Elle and many more.
.ELLERY. is featured on a plethora of highly authoritative fashion websites including VogueRunway.com, Women’s Wear Daily (WWD), Business of Fashion, Vogue.com, HarpersBazaar.com, Elle. com USA, Russh and many more.
22
KEY MEDIA & EDITORS French Vogue, Vogue US, Vogue Japan, Vogue China, Vogue Germany, Vogue Australia, Vogue Russia, Vogue Spain, M Le Monde, Harper’s Bazaar,Elle US, Elle Korea, The Last Magazine, 10 Magazine Australia, Jalouse, Claire US, Marie Claire China, Marie Claire Australia, Asahi Shinbun Japan
MARKETING STRATEGIES
23
Christopher Esber
24
Dion Lee
$6,600
$6,690
$1,
500
$500 $100
$190
Dion Lee
Christopher Esber
Ellery
PRICE POINT
25
Collaboration
Collaboration Ellery
26
Dion
n
n Lee
Christopher Esber
Ellery advertise through EVH PR who manages their PR + Press through 3 ellery accounts: Â @elleryland @elleryboutique @kymellery @ellerysale.
MARKETING COMPARISONS
27
“Flamboyant, fluted tailoring clocked up signifcant street style mileage during the Fall 2015 shows. Remember the bold, seventies-inspired blouse sported by supermodel Abbey Lee in Paris ... Comprised of architectural tailoring and uid separates, her collections are easy, cool, and unconventionally luxurious.” - VOGUE.COM Natalie Rigg “Kym Ellery showed a knock out collection full of wonderfully interesting, wearable pieces.” - WWD “Kym Ellery is one of down under’s rising fashion stars. Her collections are, without exception, full of incredibly appealing pieces.” - VOGUERUNWAY.COM Maya Singer “There is some real couture work happening with ELLERY.” - MANREPELLER Leandra Medine “Ellery has that X factor. Her designs appeal to the cool fashion girl as well as an international fashion lover who is looking for architectural design and quality. Kym also has this special marketing power in that she is a walking billboard for her brand. When she walks into a room, you want to have what she is wearing.” - HARPER’S BAZAAR Kellie Hush, Editor-in-Chief Best Australian Designer Award 2015
28
REVIEWS
29
MECHANICAL BODY SS17
30
Y COLLECTION 7
31
32
34
35
36
COLOUR BOARD
37
HEAVY LUX SATIN 95% Polyester 5% Spandex Width: 112cm $7.90/m
COTTON SHIRTING 100% Cotton Width: 150cm $17.50/m
38
TECHNO SPANDEX 95% Polyester 5% Spandex Width: 140cm $7.90/m
DISTRESSED SATIN 100% Polyester Width: 150cm $5.90/m
FABRIC BOARD
39
40
RANGE REVIEW FRONT
41
42
RANGE REVIEW BACK
43
44
High ruffled turtle neck with flared short sleeve details. Invisible zipper at centre back for opening. WHITE SHIRTINO 100% Cotton Shirting
Thick strap camisole top with v neckline and bust darts. Invisible zipper at centre DISTRESSED SATIN 100% Polyester
Long skirt made out of beautiful techno spandex fabric with split front bottom and back bottom. Zipper and button on the side for opening and closure. TECHNO SPANDEX 95% Polyester 5% Spandex
LOOK #1
45
46
Off the body top featuring an open flap at front bottom, and fluted sleeves with splits. HEAVY LUX SATIN 95% Polyester 5% Spandex
This navy smooth suiting style sits comfortable on a mid-rise waist and is cut in a slim silhouette finishing with a long flare. DISTRESSED SATIN 100% Polyester
LOOK #2
47
48
TECHNO SPANDEX 95% Polyester 5% Spandex
This dress is a long A-line style crafted from smooth suiting and designed for a fitted silhouette. The style features a circle metal loop with straps weaving through, with a split bottom front and back where it meets the zipper detailing.
This cream smooth suiting style sits comfortable on a mid-rise waist and is cut in a slim silhouette finishing with a long flare and extended flare at the side. DISTRESSED SATIN 100% Polyester
LOOK #3
49
50
This balloon shaped top consists of thick straps and bust starts making it very fitted at the top and flares out from the waist. TECHNO SPANDEX 95% Polyester 5% Spandex
This cream smooth suiting style sits comfortable on a mid-rise waist and is cut in a slim silhouette finishing with a long flare and side split at the base of the leg. DISTRESSED SATIN 100% Polyester
LOOK #4
51
52
This cream smooth suiting style sits comfortable on the body and consists detailing of circle metal loops with strings weaving through and fluted sleeves. HEAVY LUX SATIN 95% Polyester 5% Spandex
LOOK #5
53
ELLERY_Brand_Overview_2016.pdf “Eva’s Blog - The Latest Designer Fashion Trends, Paris Fashion And More - INDUSTRY INFLUENCER KYM ELLERY”. Parlourx.com. N.p., 2016. Web. 1 Aug. 2016. N.p., 2016. Web. 1 Aug. 2016. https://www. businessoffashion.com/community/people/kymellery
https://au.pinterest.com/pin/496310821418306083/ https://au.pinterest.com/pin/496310821418306134/ https://au.pinterest.com/pin/496310821418107070/ https://au.pinterest.com/pin/496310821417372102/ https://au.pinterest.com/pin/377106168771647780/ https://au.pinterest.com/pin/519673244484160803/
54
https://au.pinterest.com/pin/496310821418207172/ https://au.pinterest.com/pin/496310821418207169/ https://au.pinterest.com/pin/496310821418207166/ https://au.pinterest.com/pin/496310821418207206/ https://au.pinterest.com/pin/496310821417902903/
REFERENCES
55