PATRICIA SCHOENBACH Portfolio 2013 N E W Y O
S H A N
HAMBURG A D P AR I S I D
PATRICIA SCHOENBACH
K H
PATRICIA.SCHOENBACH@GMAIL..COM
A I
PORTFOLIO/ ABOUT ME
PARIS
NEW YORK
PATRICIA SCHOENBACH
HAMBURG MADRID
SHANGHAI
PATRICIA.SCHOENBACH@GMAIL..COM
PORTFOLIO/ LIFE SEQUENCE
N E W Y O
S H A N
HAMBURG A D
P A
PATRICIA SCHOENBACH
K H
RI S I D
PATRICIA.SCHOENBACH@GMAIL..COM
A I
PORTFOLIO/ RESUME PATRICIA SCHOENBACH
patricia.schoenbach@gmail.com
917.499.4400
EDUCATION Parsons The New School for Design, New York, USA, May 2014 Bachelor of Business Administration, Strategic Design and Management Dean’s List: FALL 2010, SPRING 2011, FALL 2012 New York University (NYU), Shanghai, China, January - May 2013 Chinese Art, Design and Language, Semester Abroad
SKILLS Microsoft Word Excel Powerpoint Adobe Photoshop Adobe Bridge Adobe InDesign Adobe Illustrator
LANGUAGES German Spanish French (Beginner) Italian (Beginner) Chinese (Beginner)
EXPERIENCE Excelco Trading L.P., New York, USA, June - August 2013 Finance / Logistics Intern Managed customer supply chain from ports to roasting plants. Wrote purchase and sale contracts for coffee orders based on market price fluctuations. Updated general cash flow report on a daily basis. Organized coffee quality testing meetings. Capvision Partners, Shanghai, China, January - May 2013 Recruiting Specialist Communicated with global consultants and managed relationships. Managed and organized consultant database. Developed marketing materials based on upcoming events. Milk Studios, New York, USA, September 2012 Freelance Event Manager Managed venue preparation based on designer expectations. Assisted welcoming team with checking guests in using the Fashion GPS app. Havas Media, New York, USA, June - August 2012 Media Planning / Buying Intern Compared and evaluated companies media plans to find best fitting campaign proposal. Researched competitors social media presence and combined findings using Powerpoint. Presented internship experience improvement opportunities to executives. Marc Jacobs International LLC, New York, USA, January - May 2012 Licensing Intern Used Excel to compare sales reports on a weekly basis. Participated in retail mangement meetings. Developed customizable presentation solutions to reinforce key sales and bestsellers. Assisted retail store managers with sales transactions, reorders and style suggestions. Esprit Holdings Ltd., New York, USA, May - August 2011 Licensing Intern Gathered and distributed product development process information. Conducted market research and competitive price positioning. Prepared moodboards based on trend research. Updated E-Commerce site with new products and matching style suggestions. Fairmont Hotel Four Seasons, Hamburg, Germany, January - March 2010 Service Manager Managed the Four Seasons Coffee Shop. Acquired interpersonal communication skills.
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
PORTFOLIO/ INDEX
PROJECTS
2 NEW YORK / 4 3 BALANCE WATER
NEW YORK / FAST FOOD NEW YORK / HOUSING KIOSKS
PATRICIA SCHOENBACH
1
SHANGHAI / TIMOTHY PARENT
PATRICIA.SCHOENBACH@GMAIL..COM
SHANGHAI / JANUARY - MAY 2013
SEMESTER ABROAD CHINA
L A C H I NA G
C U LT U R E A G
EXPERIENCE A T U R
S U N SET PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
SHANGHAI / TIMOTHY PARENT 2013
PATRICIA SCHOENBACH
PHOTOSHOOT
PATRICIA.SCHOENBACH@GMAIL..COM
SHANGHAI / TIMOTHY PARENT 2013
PHOTOSHOOT
D
uring my semester abroad in Shanghai, I was constantly interested in how the fashion industry was different to Western countries. I started with conducting some research online and then talking to a couple professors, who gave me some great inspirations and ideas on where to look and who to contact. I immediately came across the china fashion collective website created by Timothy Parent. He helps young fashion designers with creating international marketing tools, primarily with communication in a foreign language. I met Timothy Parent at a private members club with a beautiful garden for a casual coffee, which then turned into an interview and casual photoshoot.
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
SHANGHAI / TIMOTHY PARENT 2013
MAGAZINE
SHANGHAI - Fashion
Timothy Parent
S
CHINA
are street styles he really loves. One of the applications he most frequently uses is “Graphic Interchange Format (GIF)”, which is enables you to add animated features to an image. Timothy Parent, for example would high light a lady on the subway’s jacket to highlight it and make it more dynamic and interesting. So far his blogs have received thousands of hits across the world, approximately 50 percent from the United States, 30 per cent from Europe and 20 percent from Asia. The hits in China are hard to monitor as a lot of people use VPN’s to visit the blogs. His favorite designers worldwide are Rick Owens and Uma Wang. Everything is about personal connections, building up goodwill, trust and how they work together. In the future, Timothy Parent would expand the CFC by adding more information to his blogs and to create China Fashion Collective - Tumblr little hubs to showcase the designers collections. He fotangible but they make it tangible. cuses on attracting buyers. If the press or individuals It creates a homogenized physical see their designs and like it, it’s good feedback. He will appearance aiming for harmony. Next continue supporting and working with fashion designto the CFC, Timothy Parent has a full ers that he thinks are good and have potential. He sees a time job at Intel to teach students, lot of potential in collaborating in that format. and also runs three blogs. His emTimothy Parent was looking for two things when he ployment at Intel provides him with came to China. First of all he wanted to learn the lanChina Fashion Collective - Main the essential income to live. However, guage and secondly he wanted to figure out what the he also writes three blogs and an aggregator, which he themselves in the foot” as they are rapidly expanding fashion industry is all about in China, by working with basically considers as a hobby. He enjoys the fact that store locations across the city. Consumers might not local designers and analyzing what Chinese people are he doesn’t have to worry about time pressure and mak- support a brand that gets shut down after a couple years. wearing. He drives around the city on a scooter to gathing a sufficient income with his own business and blogs. The luxury brands need to improve their communicaer information, helpful suggestions and insights. He is He describes China’s fashion industry as being endog- tion with their consumers in 2nd and 3rd tier cities taking is slowly as he thinks that the infrastructure is enous, natural, minimal, hyper, modern, crazy, flexible where they don’t have a trained workforce to properly CHINA getting better and will provide more useful options in CHINA and diverse. He also runs three blogs, the chinefashion- communicate. There is the phenomenon of filtering the future. are street he really loves. One of the applications collective.tumblr.com, chinesedoyou style.com and an- from the designer to the salesperson. Thestyles salesperson By Patricia Schoenbach he most frequently uses other personal blog. The chinesedoyou style.com blog cares less about selling the products main message to is “Graphic Interchange Format (GIF)”, which is enables you to add animated features to was originally the clients. an image.inTimothy called “Chinese The fashion blogger is not be interested creatingParent, his for example would high light lady on the subway’s People have own fashion line but publishinga personal books. He isjacket to highlight it and make it dynamic and with interesting. [no] style?”. But currently working on a book thatmore connects fashion So farwould his blogs have received thousands of hits across many Chinese culture. The top fashion philosophy be analyzed the world, approximately felt offended and from an eastern philosophical perspective. Depending 50 percent from the United States, 30 per he cent from Europe and 20 percent from sent him hatred on cooperating with a publishing company might The Timothy hits in China emails. He then have it published by the end of Asia. the year. Par- are hard to monitor as a lot of people VPN’s to visit changed it to ent is more interested in spreading theuse idea instead of the blogs. His favorite designers prevent further discussion and to facilitate the process making money. Everything is working on doesn’t haveworldwide are Rick Owens and of corporating with people he could potentially work to be for money as he has a full Uma time Wang. job. He Everything is doing it is about personal connections, building up trust and how they work together. with, like newspapers, magazines and stores. One of for fun, which frees him from sacrifices andgoodwill, it is open In the future, Timothy Parent would expand the CFC his major successes was to be published in the Women’s ended. by adding more information to his blogs and to create Wear Daily. He received positive feedback. As technology is quickly changing, Timothy Parent China Fashion Collective - Tumblr little hubstotoenhance showcase Timothy Parent would like to help foreign brands as likes to use several different applications histhe designers collections. He fotangible but they make it tangible. attracting buyers. If the press or individuals well, but he is currently not in the position to do that image collections and connect cuses it withon fashion. He has It creates a homogenized physical see their designs and like it, it’s good feedback. He will as he is very busy and doesn’t have the sufficient knowl- taken 35 000 images since he came to China approxiappearance aiming for harmony. Next supporting and working with fashion designedge. He thinks that luxury brands are “shooting mately 3.5 years ago. 95 percent continue of the photo collection Uma Wang Website - Where it all began... to the CFC, Timothy Parent has a full ers that he thinks are good and have potential. He sees a -2-3time job at Intel to teach students, lot of potential in collaborating in that format. and also runs three blogs. His emTimothy Parent was looking for two things when he ployment at Intel provides him with came to China. First of all he wanted to learn the lanChina Fashion Collective - Main the essential income to live. However, guage and secondly he wanted to figure out what the he also writes three blogs and an aggregator, which he themselves in the foot” as they are rapidly expanding fashion industry is all about in China, by working with basically considers as a hobby. He enjoys the fact that store locations across the city. Consumers might not local designers and analyzing what Chinese people are he doesn’t have to worry about time pressure and mak- support a brand that gets shut down after a couple years. wearing. He drives around the city on a scooter to gathing a sufficient income with his own business and blogs. The luxury brands need to improve their communicaer information, helpful suggestions and insights. He is He describes China’s fashion industry as being endog- tion with their consumers in 2nd and 3rd tier cities taking is slowly as he thinks that the infrastructure is enous, natural, minimal, hyper, modern, crazy, flexible where they don’t have a trained workforce to properly getting better and will provide more useful options in and diverse. He also runs three blogs, the chinefashion- communicate. There is the phenomenon of filtering the future. collective.tumblr.com, chinesedoyou style.com and an- from the designer to the salesperson. The salesperson By Patricia Schoenbach other personal blog. The chinesedoyou style.com blog cares less about selling the products main message to was originally the clients. called “Chinese The fashion blogger is not be interested in creating his People have own fashion line but publishing personal books. He is [no] style?”. But currently working on a book that connects fashion with many Chinese culture. The top fashion philosophy would be analyzed felt offended and from an eastern philosophical perspective. Depending sent him hatred on cooperating with a publishing company he might emails. He then have it published by the end of the year. Timothy Parchanged it to ent is more interested in spreading the idea instead of prevent further discussion and to facilitate the process making money. Everything is working on doesn’t have of corporating with people he could potentially work to be for money as he has a full time job. He is doing it with, like newspapers, magazines and stores. One of for fun, which frees him from sacrifices and it is open his major successes was to be published in the Women’s ended. Wear Daily. He received positive feedback. As technology is quickly changing, Timothy Parent Timothy Parent would like to help foreign brands as likes to use several different applications to enhance his well, but he is currently not in the position to do that image collections and connect it with fashion. He has as he is very busy and doesn’t have the sufficient knowl- taken 35 000 images since he came to China approxiedge. He thinks that luxury brands are “shooting mately 3.5 years ago. 95 percent of the photo collection Uma Wang Website - Where it all began... -2-3-
“China’s fashion April 29th, 2013 Timothy Parent is a Korean American from Washingindustry is endogenous, HANGHAI is the business center of China, as ton D.C., who decided to pursue East Asian studies at natural, minimal, hyper, well as main target for foreign fashion and luxury brands Harvard University in Boston. After his studies he came modern, crazy, flexible to establish an impact. The Chinese fashion industry is to Shanghai to consult for the Shanghai fashion week and diverse.“ highly influenced by consumers that are increasingly and in addition work for Uma Wang to help her set up a brand conscious due to the Internet and rapid growth store. She is known for balancing high quality products of physical store locations. The ability to afford luxury with functionality. While working for Uma Wang, Timbrand products is perceived as a status symbol and sell- othy Parent formed an idea of how to help the people he ing a specific lifestyle. There used to be two different knows. He would find the people he would like to work market segments within the fashion industry in China. with online then filter a little bit and then represent them First there were the “low priced basic apparel stores sold on the Internet. First he would discover, then curate and finally communicate online. The under local brand names and offered “Fashion is a online business concept is easy, in Chinese department stores, foreign hypermarkets or small family owned spe- physical manifestation cost effective and accessible. He currently represents 24 indiciality chains” and secondly the “luxury of Chinese people’s viduals on CFC, including 7 debrands sold either in franchised boutiques signers, 9 contemporary designor upscale department stores” . As a result ideology.” ers and 8 accessories designers. of a rapidly growing middle class in China, a new category including quality brands has emerged. The designers represent a great potential, uniqueness This is when the China Fashion Collective, an American and originality that partially derived from their culture, “China’s fashion industry is endogenous, agency based in Shanghai that represents and cultivates history and philosophy, which were then made accesnatural, minimal, hyper, Top local fashion designers in China, starts to contribute sible to a global audience. Their designs educate their modern, crazy, flexible to the fashion industries qualities. The 26 years old CFC spectators about fashion from a Chinese perspective, founder Timothy Parent created this business to help which rarely happens because of the tightly government and diverse.“ designers with special needs in branding, consulting, controlled media channels in China. CFC aims to work communication, distribution, investment, marketing with stores, buyers, brands, media, showrooms, etc., and promotion with the goal to establish an internation- and to provide help with communication affairs. Fashally renown and successful brand. His main focus is to ion serves as a cultural communication tool. Based on wholesale for them and, thus, raise income. He doesn’t Timothy Parent’s opinion, fashion is a physical manifeshelp everyone as his name is associated with the work. tation of their ideology, something that is not
A
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PATRICIA SCHOENBACH
fter the meeting with Timothy Parent I consulted with my professor on how to transform my research into a final project. We collaboratively decided to transform the previous work into a lifestyle magazine article. In this article I combined my InDesign, typography, photography, layout design, visual hierarchy and communication skills.
PATRICIA.SCHOENBACH@GMAIL..COM
Timothy Parent - At Yongfoo Elite
CHINA
CHINA
NEW YORK / ANALYZING TRENDS 2013
FALL SEMESTER JUNIOR YEAR
F A M I L
C H A N G
LIFESTYLE S
R E N D
DECISIONS
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / ANALYZING TRENDS 2013
PATRICIA SCHOENBACH
BALANCE WATER
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / ANALYZING TRENDS 2013
PATRICIA SCHOENBACH
FAST FOOD
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / ANALYZING TRENDS 2013
FAST FOOD FORCES
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PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / ANALYZING TRENDS 2013
FAST FOOD TRENDS
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / ANALYZING TRENDS 2013
PATRICIA SCHOENBACH
FAST FOOD PEPSICO
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / ANALYZING TRENDS 2013
FAST FOOD INSIGHT
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PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / DESIGN INTERVENTION
LOW INCOME HOUSING I N
S U G G E S TI O N
R
E R V E N T
D E S I G N O S N E H I A S T R O C R T E CH N O L O G Y
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / DESIGN INTERVENTION
RESEARCH PROCESS
HISTORY
DESIGN PRECEDENCE VIDEO INTERVIEWS
RESEARCH Advocacy Groups
www.NYC-Connect-Live.com
Time Passed
Rando
Developer
mally
Selec
ted
Why is my shower still broken?
Waiting List
Pass
SECONDARY RESEARCH
Low-income Housing is bad for business - low income housing can stimulate local business.! ! Low-income Housing is hard to obtain – there are many options for families in need of low income housing. ! ! Low-income housing is poor quality – developers have budgets they have to stick to.! ! The application process to obtain low-income housing is extremely complicated – there are many organizations to support the process, low income families just have to look for them. ! ! The housing situation in NYC has increasingly deteriorated over the past decades – affordable housing organizations are developing housing programs to confront the issue.! ! ! ! ! !
OPPORTUNITY PRESENT
Fail
Credit Check
< 20,000 Apps Pass
Qualify
Do not qualify
For every 1 apt, 20 applicants interviewed
Interviews scheduled 1 month after application deadline
Fail
?
*Credit? *Affiliations? *Bankruptcy? *Employment? *Yearly Salary?
SYSTEM OVERVIEW
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
NEW YORK / DESIGN SUGGESTION
RESEARCH RESULTS
RESULTS Housing Kiosks
Located in Manhattan: five sets of two Interactive touch-screen display Under a covered bus shelter style awning
Phone Number Log-in What Do You Qualify For? Apply for Housing Contact Information
DESIGN SUGGESTION
PATRICIA SCHOENBACH
PATRICIA.SCHOENBACH@GMAIL..COM
PATRICIA SCHOENBACH mobile: (917) 499 4400 patricia.schoenbach@gmail.com schop333@newschool.edu www. schoenbach.portfoliobox.me N E W Y O
S H A N
HAMBURG A D P AR I S I D
PATRICIA SCHOENBACH
K H
PATRICIA.SCHOENBACH@GMAIL..COM
A I