NEHA NAGPAL
Fashion Design & Merchandising
Table of Contents: Design Project: Uhh‌ The Thought Process
Pages 2-15
Merchandise Management: Verve
Pages 17-41
Retail Management: DiY
Pages 42-59
Designer Biography
Page 60
Contact Details
Page 61
Design Project: Uhh‌. The Thought Process A collection intended to create fabric innovations. The main fabric used was denim which was treated to a variety of washes, finishes, techniques and blended with other fabrics to achieve desired fabrics/ effects.
Mood Board
Story Board
Group Overview
Fabrics
Photo- Shoot
Additional Collections
Spirit of Jungle Collection
Graphic Detail Collection
Tic tac toe: Kids Collection
Merchandise Management: Verve
A merchandise plan for a my product line: Verve. The steps involved in merchandising products to consumers
Executive Summary: Verve meaning energy, enthusiasm was launched to introduce the heritage of Indian cultures through various surface ornamentation techniques on garments for special occasions for young, successful and strong women who understand fashion. Verve aims at providing global awareness through its fashion forward designs that have spectacular view of fearless, fulfilled, bold, blended in one another. Verve is a collection of dresses, tunics, tops, skirts, jackets and leggings for young, fashion forward women. Verve is targeted to young, professional females who are between 25-35years and who have a strong sense of fashion but who are open to trying different styles. Verve is an affordable luxury because of its rich cultural appeal and diverse representation of Indian culture through the various surface ornamentations, fabrications and color choice at affordable prices. Verve’s main idea is to introduce and reinvent the rich cultures and heritage of India through its collection. Verve draws its inspirations from the rich, colorful and diverse cultures of India. Verve is a reflection of India’s cultures, the drama, and the style that define the highest value of a passionate design. Through its collections, Verve tries to break boundaries and go crazy creating what’s as bold as no one can ignore and yet so beautifully balanced that it becomes an Inspiration!
Mission:
Vision:
To introduce the heritage of Indian cultures through various surface ornamentations on garments for special occasions for young, successful and strong women who understand fashion. Verve aims at providing global awareness through its fashion forward designs that have spectacular view of fearless, fulfilled and bold blended in one another.
Our vision is to create global awareness in the fashion community and surprise the world of fashion and witness the transformation, the metamorphoses to a Majestic new era.
Customer: Female 25-35yrs Professional/ Successful Upper middle class Income: Over $75,000 Achiever Bold & fearless Strong sense of fashion, yet open to trying different styles
Inspiration: Rich colors inspired from Indian cultures Folk jewel stones Folk patterns Ethnic looks Romantic vintage colors
Mood Board
Brand Rationale: Few words that describe Verve:
Authentic Innovative Cultural Bold & fearless Diverse
Group Overview
Season: Fall’ 2013; Retail Price Range: $100- $500
#1C1203452 Embroidered shift dress Available in 2 cc’s
#1C110242 Wrap Dress Available in 2 cc’s
#1C130533 One shoulder Rosette Dress Available in 2 cc’s
#1C14652 Flared Dress Available in 2 cc’s
#1C54432 Boat neck peplum top Available in 1 cc only
#1C11252 ¾ sleeve Wrap Dress Available in another cc & a new neckline
#1C11352 ¾ sleeve Wrap Dress Available in another cc & a new neckline
#1C13622 Embroidered velvet dress Available in 1 cc only
#1C230012 Sleeveless Beaded Tunic Available in 1 cc only
#1C5542 Halter neck top Available in 1 cc only
#1C240673 Shaded Flower Appliqué Tunic Available in 4 cc’s
#1C610843 Embroidered full sleeve jacket Available in 1 cc only
#1C450072 Lace embroidered skirt Available in 2 cc’s
#1C6263 Chinese collar jacket Available in 1 cc only
#1C31683 Stretch Legging Available in 4 cc’s Option of lengths- knee length, mid-calf, ankle & full length
#1C430852 Brocade border skirt Available in 1 cc only
Brand Identity: Bold and fearless Diverse Cultural
Selling Appeal: Affordable luxury Cultural appeal Colorful
Distinct Characteristics: Surface ornamentation Fabrics/ Fabrication Quality
Cost Sheets
Retail Partner:
Retail Partner: Saks Fifth Avenue Distribution: -Beverly Hills, CA 90212 -Post Street, San Francisco, CA -North Michigan Avenue, Chicago, IL -5th Avenue, NY -Las Vegas Fashion Show Mall, Las Vegas, Nevada
Production Calendar: September
January
Feb- April
May
June- July
August
September
Season: Fall’2013
• Research & market survey | Design • Samples ready • Selling to retailer mode
• Cut Tickets • Production • Shipping • In store
Purchase Order: ďƒ˜Total Units: 150 pieces /Total Wholesale: $24,570 ďƒ˜Total Retail: $49,135
Sales Project: Sell Through in Units:
Introductory:
30%
Maintenance:
50%
Clearance:
20%
Beginning on handSalesEnding on hand-
Beginning on handSalesEnding on hand-
Beginning on handSalesEnding on hand-
150 45 105
105 75 30
30 30 0
Floor Plan
Marketing: Marketing Budget: Total wholesale X No. of stores= Total Wholesale for all stores $24,570 x 5 = $122850 $122850 x 10% = $12285 (marketing budget)
Marketing Budget Allocation: Introduction Phase: 50% Maintenance Phase: 30% Clearance Phase: 20%
Introduction Phase:
•Social media •Mail postcards inviting for the launch •Customers who purchase $150 or above get free hand made brooch
Maintenance Phase:
•Free handmade paper notepads covered in brocade & velvet fabric
Clearance Phase:
•GWP (Season’s greeting card hand made by the children from our social responsibility partner).
Press Release:
The steps needed to develop a retail operation and examining the processes involved in maintaining a successful retail establishment.
A store where all the basic merchandise like t-shirts, tanks, shorts, jackets, yoga pants, cardigans etc. is available in various colors and sizes. Highlight of the store is it’s customization bar where customers can customize their products to suit their style using studs, sequins, snaps, patches etc. We encourage our customers to use their creative imagination & help them customize their stuff. Customers are also welcome to get their own stuff & customize it at our “customization bar”.
It is the mission of DIY to bring out our customers creativity by providing basic clothing and a customization bar. Our friendly and artistic staff will help translate customer’s visions into reality and onto clothing.
Store specialty: •Customization bar •Warehouse feel •Basic merchandise •Creative feel •Relaxed & chilled out atmosphere
•Urban •Rustic •Warehouse •Exposed brick walls •Oxidized bars to hang clothes all over the store •Oxidized lights all over the store •Unfinished wood tables to display stuff •Brown paper bags with our logo
•Dressed casually, funky •Friendly, helpful, creative •Young college students- both male & female
• • • • • •
Young female 16-25yrs Trendy Style conscious Middle class Tourists
SWOT: Strengths: Based on our research we feel our prices are definitely lower than AA which makes us a better option to shop at. Our shop offers a customization bar giving our customers the freedom to explore their creative side. Weaknesses: Our weakness is that we just have 1 store and no online sales. Opportunities: Our opportunities would be to expand into other merchandise & customization options.
Threats: AA is already an established name in the market so it would be tricky to tap into their customer base and pull them into our store
Name: DIY (Do It Yourself) Logo: DIY with a big gold stud Symbol: Big gold stud Sign: DIY Design: Simple & bold Font: Illuminate
Colors: Burgundy & Gold
Store Location: Lincoln Park, Chicago, IL Cross Streets: W Armtage & N Halsted Neighborhood: Lincoln Park Total square footage: 1500 sq. ft. Shape of store: Rectangle Entrance/ Exit: One- push/pull glass door Windows: 2 big in the front on each side of entrance Monthly Rent: $16/sq. ft./year ($16*1500=$24,000/12= $2000) Terms of lease: 1-5 years Security Deposit: 1 months rent Expenses occurred by lease: utilities Air conditioning & heating: Yes, central
Exposed brick walls Oxidized Lights Display Mannequins Floor lamps in oxidized finish Rectangular steel table for the customization bar Raw wood round tables to display folded merchandise Steel rods to hang/ display t-shirts & tanks Display boards with images Love seat
T-shirt $15.50: •Crew neck •V neck •Round neck •Scoop •One-shoulder Tanks $10.50: •Regular •Racer back •Tube •Scoop •Spaghetti
*T-shirts & Tanks available in plain cotton in multiple colors. *T-shirts available in long & short sleeves.
Jean Jacket $30.00: •Black •White •Lt denim •Dark denim
Jean Shorts $20.00: (Available in high-waist & regular) •Black •White •Lt denim •Dark denim •Burgundy
Yoga Pants $25.00: •Capri's •Roll over •Regular •Straight
Cardigans $25.00: •Multiple colors •Thicker than regular cardigans
Studs: $12 for a pack of 12 pieces Sequins: $8.50 for a pack of 24 pieces Snaps: $10 for a pack of 12 pieces Patches: $8-$20 (depending upon size)
Loan: Required for $30,000 Security Deposits: Rent, utilities etc. covered in store location Start-up Expenses: $40,000 Insurance:$8,000 (only for the company, not for employees) Legal Consulting fees:$2,000 Office supplies: $300/ month Advertising: $1000 Printing: $300 Sales Tax Permits:$100 (registration fees) Stock Inventory: $12,000 Computer Equipment: $1000 Furniture & Fixtures: $15,900
Born in India, Neha knew fashion from an early age. Her grandmother used to design & create garments, bed sheets, table covers, sweaters etc. for all her kids & her grand kids. Her mother did knitting & craft work as a hobby. Ritu Beri ignited the passion she had for art and design towards fashion when she was only 16 years old. "I remember it clearly, the day I saw a fashion show by Ritu Beri on the television, I knew this was my future�. Soon she started studying at the most prestigious institute in New Delhi, India- National Institute of Fashion Technology where she did her Bachelor’s in Fashion Design and Information Technology and achieved outstanding recognition during her course. Her final graduating collection was awarded for "Most Innovative use of textiles in a collection". Her work at the college helped her grab an internship with a prestigious designer- Ashish Soni. There she was part of some key projects. Later she became part of one of America's biggest brand- Gap & worked with them in their Kids & Baby department developing and managing products for more than 6years. She got married in 2011 and moved to United States where she persuaded her passion for fashion by adding another degree and majored in Fashion Business. Her passion for this field combined with her ability to respond strategically to business, in depth product knowledge has helped her gain expertise in her field.
"I am a dedicated individual who loves to learn & has an ambition to succeed in any given environment. I always seek challenges as they help me develop & excel while giving my best to my employer or to my institution."
Neha Nagpal Cell: 614-632-0092 Email: neha.nagpal.nn@gmail.com LinkedIn: https://www.linkedin.com/in/nagpalneha
**Detailed projects and other work can be viewed at my website:http://nehanagpaldesigns.wix.com/nehanagpal