Who is Alyssa? ●
Owner and Creative Director of Chicago’s bridal line Alyssa Kristin
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Attended University of Wisconsin, Madison and studied accounting.
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Collection “effortlessly balances timeless elegance with Hollywood glamour”
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Alyssa’s line includes bridal gowns, bridesmaid dresses, & bridal accessories
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Designer in Residence (DIR) at the Chicago Fashion Incubator (CFI) at Macy’s on State Street.
LookBook
http://issuu.com/akristin/docs/final_lookbook?e= 10420220/6878158
Deliverable #1 & #2 ● Create list of Chicago media outlets with contact information ● Create detailed listing of bridal boutiques and buyers (focus on boutiques that carry other nontraditional wedding dress designers) that are in-line with Alyssa’s target market
Boutique Research
Designer Research
Media Research
SWOT Analysis Strengths:
Weaknesses:
1. Price point 2. Locally crafted in Chicago 3. Non- traditional 4. Detailed 5. Complete line of bridal gowns, bridesmaid dresses and accessories 6. Appeals to a variety of brides
1. New in the market
Opportunities:
Threats:
1. Retail online 2. Retail at more boutiques 3. Designer in Residence at the Chicago Fashion Incubator at Macy's on State street 4. Unique, non-traditional 5. Collaborating with Columbia College Fashion Students 6. Networking through events
1. Established designers in the market
2. Not sold online 3. Low social media presence 4. Currently retailed only at 1 boutique
2. Not known to many
3. No degree in fashion 4. Inexperienced
5. Non-traditional
Deliverable #3
� Identify Alyssa’s unique selling proposition
Target Market ●
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Women ages 21- 40 years that have a passion for high quality, the nontraditional, and all the things exquisite. These women recognize beauty lies in the details. The ideal bride is polished yet quirky and wants a gown that reflects her unique personality. She has a reasonable to high amount of disposable income and enjoys treating herself to the life’s little pleasures, be it a café latte or macaroon. She understands a fulfilled life needs balance, so she makes it a point to take time away from her role in the corporate world to spend time on herself: be it relaxing with a good book or attempting Julia Child’s Beef Bourguignon. She loves to redefine her limits and frequently challenges herself by running a half- marathon or making it to the 5:15am spin class twice a week. The target bride wants the wedding dress to be a reflection of her unique personality, thus she is looking to avoid the princess style dress and slip into an elegant and timeless gown on her big day. This modern day Cinderella wants a look that is all her own.
Customer Demographics
Four Bride Profiles ● ● ● ●
Low-key, relaxed bride Glamorous, elegant bride Modern, clean bride Vintage, feminine bride
Low-key, Relaxed Bride 26 year old Aria is about to marry her fiance who she met on a blind date three years ago. They instantly clicked because of their mutual love for dogs, surfing, and sushi. Aria graduated with a degree in interior design and spends her free time doing yoga or hiking with her Rottweiler. She plans on having an intimate ceremony and reception at her parents’ beach home in Santa Monica, California. She is looking for a dress that is a reflection of her relaxed and free-spirit personality - one that is simple, delicate, and effortlessly romantic.
The Aria Gown ★ Aria is naturally elegant effortlessly romantic.
and
★ The blouson gown is perfect for the free-spirited bride featuring a one shoulder that drapes fluently across the back. ★ Aria is made with an ivory, silk fabric adorned with faint blush pearlized bead clusters that give the gown depth and an air of luxury.
Where she shops Ivory & Beau: Located in Savannah, GA Designers include Sarah Seven, Twigs & Honey, and Elaya Vaughn
Glamorous, Elegant Bride Alessandra is a quirky girl with a thoughtful approach to dressing and uses her style to make a statement about her personality and attitude. She is a working professional in the creative industry and lives in the city. She cares about the environment and contributes by recycling and using products that have not been tested on animals. She looks for exquisite things. She prefers to be casual and minimalistic during the week but loves to add drama every once in a while. She enjoys life’s simple pleasures. She wants her wedding to be glamorous yet elegant. She wants her dÊcor to be elegant and plans to use soft pastels but at the same time wants to add drama through her layered, ruffled gown and a giant cake.
The Alessandra Gown ★ Alessandra is not for the faint of heart. ★ She features a sweetheart neckline, low back, and mermaid silhouette. ★ Ruched blush tulle wraps asymmetrically around a champagne satin base accentuating the feminine figure before blooming into the skirt. ★ Alessandra hits dramatic high notes boasting a seven foot train containing over 35 yards of tulle. ★ For the glamorous bride looking to leave her groom (and guests) breathless...you’re just found ‘the one’.
Where she shops The Collection Bridal: Located in Winter Park, FL Designers include: Vera Wang, Eve of Milady, and Reem Acra
Modern, Clean Bride 28-year old Colette is looking for an option that will help her stand out on her special day in a unique and sophisticated way. She takes a “less is more” approach with simple elegance: she has classy jewelry and makeup, but the focus is on the gown itself. Metallic colors like silver and gold go perfect with her ensemble. A small bouquet of flowers in a neutral color doesn’t overwhelm her look, but rather complements it. Colette proves that she doesn’t need a lot of extras to be absolutely stunning on her wedding day.
The Colette Gown ★ Colette is endlessly glamorous featuring a body skimming silhouette, removable tulle skirt, striking back, and high neck. ★ Fastened with a grosgrain ribbon bow belt, layers of blush tulle waft over the stretch ivory satin skirt conjuring an image of wonderland. ★ Colette allows a bride to transform from the picture of innocence at the altar to the modern coquette at the reception. ★ The gown’s top is adorned with blush sequins that catch the light, so the bride will be sparkling both inside and out as she dances deep into the night.
Where she shops Unbridaled: Located in Austin, TX Dresses priced from $500$6,000 Designers include Claire Pettibone, Augusta Jones, & Stephanie James Couture
Vintage, Feminine Bride Elegant and glamorous, 26-year-old Vivienne is the embodiment of vintage feminine. She enjoys attending lavish Gatsby-themed parties, staying up-to-date on fashion trends, and watching foreign films. Vivienne graduated from Northwestern with a Master’s in art history, and currently is a curator at the Chicago Museum of Contemporary Art. While Vivienne loves style from the past, she still incorporates some modern into her looks and is incredibly chic. Vivienne is planning to get married at Greenhouse City Lofts, a minimalist yet breathtaking venue that perfectly captures her personality.
The Vivienne Gown ★ Vivienne is the perfect union of Hollywood glamour and timeless elegance, featuring a regal collar, plunging neckline and full skirt. ★ The crisp collar conveys a sense of refinement and is balanced by the open back and neckline, keeping the gown both fresh and chic. ★ Vivienne is made of ivory silk shantung. ★ This crisp fabric enables the skirt to remain full, yet virtually weightless. ★ While wearing Vivienne the bride will float effortlessly throughout her big day.
Where she shops a & bĂŠ: Located in Denver, CO Dresses priced from $700-$2,000 Designers include: Wtoo, Hayley Paige, and Nicole Miller
The Future: Goals Short-term goals: Website, expanding into additional boutiques, show at bridal markets (Chicago in the fall), another collection, selling online, increase social media/online presence
Long-term goals: Own her own boutiques/flagship store, bridal lingerie, evening wear, rule the world...