POR T FO L IO RAWAN ALQARQAZ
INDEX 1
RESUME
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2 RESEARCH & DEVELOPMENT
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08
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PRODUCT DESIGN, FABRIC RENDERING & TECHNICAL FLAT PRODUCTION PROJECT DRAWINGS
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DEVELOPMENT OF A THEME & PRODUCT DESIGN PROJECT
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NONTRADITIONAL MIXED MEDIA THEME PROMOTION PROJECT
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DEVELOPMENT OF CROQUES & FREE HAND ILLUSTRATION TECHNIQUES PROJECT ————————
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EVENINGWEAR WITH CULTURAL COSTUME INFLUENCE ————————————————————
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CHILDRENS WEAR WITH HISTORICAL INFLUENCE
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15
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COMPANY PROMOTION PROJECT
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19
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PRODUCT PROMOTION PROJECT
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21
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PRODUCT MERCHANDISE SELECTION PROJECT ———————————————————————
22
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NEW PRODUCT PROPOSAL PROJECT
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09
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10
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SEWN GARMENTS
4 CONTACT
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RESUME 4
OBJECTIVE Seeking to obtain knowledge of the fashion industry through observation and firsthand experience in a fast-paced environment.
EDUCATION Bachelor of Science in Textiles and Apparel The University of Texas at Austin Expected to graduate - Spring 2019
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Major: Apparel, Functional and Technical Design
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Member of The University Fashion Group
Minor: Business Foundations Related coursework: Apparel & Textile design, product development, flat patterning, aesthetics, fashion illustration, business management, marketing, etc. Founding Member of the AATCC chapter
LEADERSHIP
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President of the Fashion club in high school my junior and senior year Founding member of the AATCC chapter on campus Assistant store manager at The Body Shop Store Manager of Olmos Perk Coffee Bar
SKILLS & ABILITIES
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Hardworking, energetic, and highly motivated. Extremely passionate about the fashion industry
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Work well with others, strong leadership skills, and able to perform well under pressure.
Detail & goal oriented, very strong organization skills, and planning efficiently to achieve short and long term goals Commendable sewer with strong ability to follow and understand trends Microsoft office and Adobe Photoshop/Illustrator
REFRENCES
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Dr. Luisa F Gil Fandino, textiles professor at UT Austin Email: lgilf@utexas.edu
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Dr. Gail Chovan, Fashion designe professor at UT Austin Email: chovan.gail@austin.utexas.edu
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Christina Garcia, assistant store manager at Dillard’s Phone: 361.331.6056
EXPERIENCE University Fashion Group University of Texas at Austin Fall 2016 to present
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Promote principles from the arts, sciences, and humanities vis-a-vis the world of apparel design, retail merchandising, textile science, and textiles conservation
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Becoming involved with Austin’s fashion community by working backstage at local fashion shows including events associated with Austin Fashion Week, Tribeza Style Week, Simon Malls, and the many boutiques and designers that Austin is home to
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Organizing the annual UT senior fashion show Organizing, preparing for, and working photoshoots Promote fashion on campus to a variety of students and the Austin community
The American Association of Textile Chemists and Colorists (AATCC) University of Texas at Austin Fall 2016 to present
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Founding member of The AATCC chapter on campus
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Evolve to meet the needs of those in the ever-changing textile and materials industries
Enter student competitions to hone our professional skills, put your name in front of potential employers, and compete for scholarships Testing fibers and fabrics to measure and evaluate such performance characteristics as colorfastness, appearance, soil release, dimensional change, and water resistance
Visual Merchandiser Dillard’s Barton Creek Mall in Austin & La Cantera Mall in San Antonio September 2015 to August 2016
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Develop, deliver and communicate visual concepts and strategies to promote retail brands and products, and create visual concepts for events
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Collaborate closely with other departments to create annual visual strategies and promotional events in order to entertain, excite and maintain the interest of the target markets
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Conducting research on current and future trends in design and lifestyle, and associated target market feature
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Identifying and sourcing props, fabrics, hardware and lighting Using artistic skills or computer-aided design (CAD) packages, such as AutoCAD, Mockshop or Adobe Creative Suite, to create visuals and plans
San Antonio Fashion Week Internship Red House Public Relations Spring 2015
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Runway Venue preparation Designer guest ushers Backstage assistance and set up Assemble giftbags and press kits Assist in Guest admissions and information Social Media promotion and helping the accounts grow
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2 RESEARCH & DEVELOPMENT 8
PRODUCT DESIGN, FABRIC RENDERING & TECHNICAL FLAT PRODUCTION PROJECT DRAWINGS
Selecting a fabric, observing it and accurately rendering it through the development of a garment design. Then drawing flats to communicate the construction of the garment to manufacturers effectively.
DEVELOPMENT OF A THEME & PRODUCT DESIGN PROJECT
I chose mosques as my inspirational theme and conducted visual research to understand the development of my theme. We were then required to interpret our chosen theme through designing t-shirts, since its very likely that we will be asked during our design or merchandising career to design a t-shirt.
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NONTRADITIONAL MIXED MEDIA THEME PROMOTION PROJECT
Using nontraditional media to render an aesthetically attractive illustrated design board, I chose to use seashells, pearls and jewels to create an Under The Sea theme.
DEVELOPMENT OF CROQUES & FREE HAND ILLUSTRATION TECHNIQUES PROJECT
Developing skills in free hand illustrations using the 8 to 12 head method that is employed by professional designers and illustrators. We were asked to draw a figure from an existing fashion illustration.
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EVENINGWEAR WITH CULTURAL COSTUME INFLUENCE
Transforming inspiration from Bali cultural costumes and melding it with the appropriate contemporary fabrics to create a collection of modern designs, without appropriating the culture. Developing further skills in designing collections and flat production drawings through a four piece eveningwear collection.
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CHILDRENS WEAR WITH HISTORICAL INFLUENCE
Researching the Romantic Era's historical costumes for inspiration to design a six piece children's wear collection. Selecting appropriate fabrics for the garments designed, two different color ranges, and drawing flats for production plans. Developing a clothing brand business model including the company's philosophy, sales strategy, marketing strategy, fabric suppliers, manufacturing facilities and conducting market research to determine the target market intended for the brand by creating the customer profile.
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COMPANY PROMOTION PROJECT
Creating a website for a company to promote their products and attract customers.
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PRODUCT PROMOTION PROJECT
PRODUCT MERCHANDISE SELECTION PROJECT
(Customer Profile# The Eminent girl is between the ages 4 and 12. Her parents are anywhere between early 20s and late 40s, most likely college educated, with a mid-level income or above ($75,000 +) and live a fast paced but well-balanced lifestyle in higher populated cities. They are fashion-conscious, sophisticated and established. They believe in preserving the innocence of childhood and making their children believe that they can become and accomplish anything that they dream of. They enjoy being with family, traveling and attending social gatherings. They appreciate good quality fashion, at an accessible price point, so that they can maintain a good lifestyle for their children while saving money to ensure their futures.
Style #s (left to right): 11154 | 11167 | 11172 Wholesale price: $50.60 | $66.00 | $31.66 Suggested Retail Price: $76.00 | $99.00 | $95.00
Style #s (left to right): Wholesale price: Suggested Retail Price:
11188 | 11190 $66.00 | $31.66 $99.00 | $95.00
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NEW PRODUCT PROPOSAL PROJECT
PowerPoint presentation outlining the development of a new fashion product.
AURORA ADIRA SS17 Chelsea Zigrang & Rawan Al-Qarqaz
Adira A brand about following your heart, Adira is inspiring, romantic and effortless. A Texas based clothing line inspired by the enchantment of fairy tales that captivates childhood.
As your fairy godmothers, we will help make your dreams come true, and last past midnight. The feminine, yet contemporary designs of our womenswear brand define a sense of sophistication and elegance that we see in our customers.
Our target customer ◉ ◉ ◉ ◉ ◉ ◉ ◉
Between early 20s and late 40s College educated, many have graduate degrees Mid to upper middle class, $75,000 + income Ambitious with a strong lust for life Lives a fast paced but well-balanced lifestyle Fashion conscious, sophisticated, and passionate about her career Enjoys traveling, live entertainment, and learning something new
Our designs will focus on styles, colors and fits to flatter every figure.
Legal Entity Adira is established as a sole proprietorship, owned and operated by both Ms. Al-Qarqaz & Mrs. Zigrang - Faster executive decisions - Quicker response to fashion trends as they occur - Easily modify inventory and the marketing strategy to become more profitable.
Product | Aurora Adira designs high end, contemporary womenswear. Our line will have a designer aesthetic and will include elegant eveningwear and stunning cocktail attire, detailed with extreme femininity. Our primary competitors are Misha, Parker Black, and Rachel Zoe. Our strengths: Having two avenues of distribution to be more accessible to clients, high quality of materials, and design latest trends with timeless silhouettes. Our weaknesses: Unnecessary costs since we are so new to the market, little presence outside of Texas, and lack of finances to rival with multi-billion dollar competitors.
Promotion Strategy
Price Profits will be earned via the sale of our merchandise.
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Flexible pricing structure with implement suggested retail pricing & standard price keystoning Value-based pricing structure, which measures the value of our customers such as detail and quality
Adira’s designs fall into the contemporary price zone for womenswear. Our products are unique because our brand understands just how transformative clothing can be for the wearer. From high fashion down to basic wardrobe staples; we believe that fashion is a platform to help turn dreams into a reality. Our exquisite vision of womenswear not only looks great, but it’s produced with next-level quality assurance to ensure that each piece from our carefully curated line is crafted using domestic sourced fabrics and exquisite design techniques to create the perfect silhouette. The Adira woman is graceful and timeless. She dictates her own style with her determination and a passion for success. She is confident and ambitious, both in her personal and professional life. She is elegant yet sexy, and ensuring her confidence is the key driver of our brand.
Adira plans to strengthen its partnership with retailers by developing brand awareness. The message associated or brand is inspiration, romance and effortless. We will focus on a diverse promotional plan that includes a wide range of marketing communication methods: Public relations; press releases will be issued to both fashion trade journals and major publications such as Women’s Wear Daily Magazine. Trade shows; we will attend and participate in several trade shows such as Dallas Market Center. Print advertising; our brand's print advertising program includes advertisements in magazines such as
Glamour, and Allure Internet; Adira plans to establish a presence on the Internet by developing a website and social media accounts. Plans are currently underway to develop a professional and effective website that will be
interactive and from which sales will be generated worldwide.
Linesheet Manufacturing Our garments produced at T&C Cutting Services located in Dallas, Texas. Why domestic manufacturing? ● ● ●
Quality control Bypasses currency and cultural discrepancies Avoid high shipping costs and reduce production time
Initially we will only have limited quantities produced since we are a startup company and cannot yet afford to produce in larger quantities.
Distribution Adira is a fashion startup company with a multichannel retailing concept, that includes selling through wholesale as well as nontraditional outlets like websites and social networks. Adira plans to use apparel specialty stores, an internet store as retail distribution channels, and intendeds to add on department stores within the next two years. This business model will help us spread brand awareness with customers through brick-andmortar stores as well as expand our audience through e-commerce. This will allow us to develop Adira as the lifestyle brand for quality fashion products within our target market since more women's apparel is purchased in specialty and department stores than anywhere else.
Over the next 2-5 years:
The primary objectives of Adira over the next year include:
Venture into presentations at fashion trade shows in order to expand our wholesale to national retail market
Obtaining commercial financing to cover startup costs and initial operating expenses
Strengthening the brand through the use of marketing and advertising
Launch our first line to wholesale buyers by securing partnerships with wellestablished specialty stores in Austin, Texas
To be an active and vocal member in the community supporting gender equality, and organizations working towards female empowerment
Create a large consumer demand for our products through our online store and social networks Generate one new client contract a month by networking with key industry leaders, and successfully marketing our brand Receive a modest profit margin by the end of the year
Achieve a positive net profit in the first year of operations by developing a strong client base and keeping overhead costs to a minimum Over the next 10-20 years: Open brick-and-mortars first in Austin and then nationally Establish a foundation that supports young girls in achieving their goals, and hosting “Happily Ever After” summer camps with business workshops and self empowerment discussions
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SEWN GARMENTS 26
MAGAZINE PUBLICATIONS San Antonio Current Magazine
Dark Beauty Magazine
FASHION SHOWS Paul Mitchells 7 Deadly Sins Show
BRBC Art Bra
High School Senior Collection
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CUSTOM ORDERS Homecoming Dresses
Prom Dresses
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Halloween Costumes
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PERSONAL COLLECTIONS
SS15 Pieces Sold at Izzy's Haberdashery in San Antonio, Texas
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210.776.2080 RAWANALQARQAZ@UTEXAS.EDU
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CONTACT 36