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Empire Princess Dress with Pearly Embellishments
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PROFILE For you life ought to be a silver dancer: In moonlight, starlight, dancing through your heart. For you the dream of beauty should be burning, Trembling with the passion of your yearning, Even as your days may come apart; Even as you rummage for an answer, Not knowing that it lies within your art. By Nicholas Gordon
UENO was founded in 2004 by Hiroko Ueno. A graduate from Raff les Design Institute and has participated in various fashion awards and events, both locally and internationally. Notable achievements include, Winner of Mercedes-Benz Singapore Fashion Award 2005 and Singapore Young Designers Award 2004. After designing for SONG+KELLY21 and collaborating with The Link, Hiroko Ueno has created her own line of designs. UENO ďŹ rst appeared in April 2005 at Small Room, a local boutique that houses exclusive pieces of UENO and other Designer labels with the intention of nurturing ideas and crafting them into objects of desire and beauty. Since launching the collection at Small Room, UENO has gained a loyal customer base. In December 2006, the agship store was launched in The Heeren Shops.
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Long has paled that sunny sky Echoes fade and memories die Autumn frosts have slain July Ever drifting down the stream Lingering in the golden gleam Life, what is it but a dream? By Lewis Carroll
4 Gold And Cream Crochet Dress
CONCEPT UENO is a women’s wear label that speaks of modern romance. The concept whips up a collection of childhood memories, fairytales, romance, mystery and magic. A dreamscape collection that whispers of free-spirited beauties, individuality, delicate sensibilities, and the bittersweet melody of life that f lows within. The intricate details, feminine shapes and folkloric fabrics create enchanting designs, while bold and contemporary cuts and stylelines evoke a certain confidence; A desire to Dream, to Aspire, and Inspire.
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THE BOUTIQUE The UENO store is not just a store, but a special place that stimulates the senses, celebrates the freedom of expression and the spirit of individuality. Just like the way a girl’s daydream takes her into her own heart, or silly thoughts and ideas infiltrate her mind, UENO takes the customer to a girl’s room, a pixie dust trail into her dreamy mind, the source of inspiration to those poems hidden safely in her heart. From the colours of cosmetic bottles scattered across the dressing table, to the cut out of faded pictures in photo albums, the room tells a story of a girl, in a way that’s as intimate as her diary.
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The store is to look like a girl’s room, complete with a day bed, dressing table and shelves. The arrangements of the decor is to depict a scene where a girl had just left the room in it’s original state. This includes the scattered English cosmetic glass bottles and dresses hung over the couch. The window gives the room an English boudoir atmosphere, overlooking a garden. The room is complete with o-white decorative wall panels, dome ceiling and chandelier giving it a classic feel.
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Silk Printed Long Dress
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MARKET SUMMARY The proďŹ le for UENO customers consists of the following demographic and behaviour. Demographics; - Age range of 18 to 38 years - 60% of the customers are young working professionals - 20% are students - 20% are housewives Behaviour; - Design oriented - Looking for things that enables them to express themselves in an unique way. - An eye for exclusive and unique products - Their fashion sense often relates to their taste in music, their interests, knowledge, and products of other ďŹ elds of arts and design. - Aware of the fashion trends but do not necessarily stick to them. - Appreciation of quality in sync with design.
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COMPETITIVE STRENGTHS UENO is providing the market, the following benefits, EXCLUSIVE DESIGNS UENO offers one of a kind designs that makes it incomparable to any other mass produced pieces or imported labels that tends to have repeated designs. Or else, other boutiques that sell exclusive pieces are just out of the price range of most customers. UENO design is made special with careful consideration in fabric, trimmings and cutting. Individual piece is desirable, enchanting, exclusive and flattering. QUALITY UENO delivers exclusive designs in affordable prices, yet never compromising on the integrity of the design. The customers can be assured that in UENO, quality comes in sync with good design and price. This gives UENO a competitive edge. BRAND IDENTITY The shop promises to be one of its kind in Singapore. It stands out because of the outlook and the selection available. At the end of the day its not just a shop, but an exciting place that offers an enjoyable shopping experience. Every collection is inspired by a different ‘Dreamscape’ theme that is unique to UENO with a recognizable English, mythical and modern vintage flair. CUSTOMER SERVICE The patrons will be impressed with the degree of care that they will receive, that is comparable to the service in Japan COMPETITIVE PRICING All products will be priced competitive to the target market. $59 - $89 for a top/bottom $89 - $140 for a dress
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60’s Inspired Lace Mini Dress
‘Vanilla Sky’ The collection
Retro Print Mini Dress
Victorian Style Vest
Round neck mini dress in lace, with metal buttons and boxy sleeves.
Scoop neck dress in printed knit with contrasting trimming.
Flowery Silk Chiffon Top With Beaded Peek-A-Boos
Silk Flutter Sleeve Top In Par adise Blue
Collared vest with intricate button designs
Silk chiffon top in flowery print with a sash to tie at the back. Finished off with beads at the neckline.
V-neck flutter sleeve top in silk, with a sash that ties at the back.
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Beaded Empire Dress
Th is is an evening dress made out of pearly knit, ruched at the bust and pleated from the empire. The empire line is embellished with intricate handcrafted applique of beads and sequins. Fully lined in tricot. It comes in colours of antique pink and silver. Silk Chiffon Str appy Top
Th is strappy top is made out of crinkle silk chion, half lined. The bust line is delicately ruched and the sash that elegantly drapes to the back where there is the button and loop closure. The seams are all french seamed. Multi-Panelled Skirt In Lace
Th is skirt is made out of strips of lace sewn on polka dot tulle, with an underlay of esh toned jersey. The bow is also made out of lace.
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Midriff Cut Out Dress With Abstr act Neckline And Appliques Of Lace
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Metallic Lace Corset Top
Th is boudoir inspired top is made out of delicate French metallic lace. The bust is made into a corset style. The hem is adorned with scalloped lace and the top fastens at the back with loops and buttons.
Printed Chiffon And Satin Skirt
The full skirt is made out of printed chion with border prints. The waist is gathered and a wide sash ties into a big bow.
Abstr act Neckline Dress
Th is dress is made of crinkle chion. The neckline is cut into an abstract shape with a scoop neckline at the back. The dress fastens with a zip at the centerback. 14
Printed Chiffon Top With Metallic Ribbon. Black Linen Military Style Skirt
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260 Orchard Road, #03-16 The Heeren Shops, Singapore 238855 Tel: (+65) 6734 4055
Photography Kokleong Styling Junko Ueno Models Amanda & Clemence Designed By Hiroko Ueno
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