Fashion Marketing & Management Portfolio by Vanessa Magat

VM Vanessa Magat Fashion Marketing & Management The Art Institute of California-San Francisco

business ownership Sweet & Seductive (S&S) is a womenâ&#x20AC;&#x2122;s lingerie boutique located in two cities; New York and Los Angeles. These areas were chosen due to the backgrounds of consumers and environment. The scope of this project includes target customer research, interior inspirations, product trends, and marketing. Senior Project II Summer 2014 Art Institute of California -San Francisco Business Ownership Summer 2014 Art Institute of California -San Francisco

Rosie Huntington-Whiteley for Marks & Spencer Lingerie 2013

About/mission statement

S&S

Sweet

and

Seductive

Mesh Teddy from www.spurst.com

Sweet & Seductive(S&S) is a lingerie boutique that provides women with their perfectly fitting lingerie. We offer high quality lingerie and also offer an ambiance that embraces the two personalities of a woman: the public sweet woman and the secretive seductive woman.

Mission: To create a unique environment where a woman can shop for her perfect fitting lingerie in a private or social setting.

Vision: For women to find high quality lingerie and have a destination where they feel comfortable to express their alter egos.

Values:

Destination High Quality Lingerie Customer Service

possible locations S&S will be located in the United States at two locations. We will have our own brick & mortar stores where our target customers reside at.

Manhattan Beach, Los Angeles 90266 Population: 35,466 Median Age: 37 Median Income: $119,400 Bohemian Mix Close in Couples Money & Brains Occupations: Software Engineer Senior Art Director Marketing Director

Manhattan, New York 10012

Population: 23,725 Median Age: 25-34 Median Income: $77,500 Bohemian Mix Money & Brains Urban Achievers Occupations: Creative Director Art Director Account Executive

Location 1:

1131 Morningside Dr. Manhattan Beach, Los Angeles 3000 Sq. ft. Neighboring Tenants: Ivy Blue Cami Handbags Katwalk

Location 2: 400 W Broadway New York, NY 1650 Sq. ft.

Neighboring Tenants: DKNY 7 For All Mankind Anthropologie

Front of Store

Target Market

Fashion Blogger Jessica (www.hapatime.com)

Demographics:

Empathy Map: Thinking:

-work overload -when itâ&#x20AC;&#x2122;s time to settle down for a family -wonders what else is in the future -going out more with friends

Feeling:

-confident in her occupation -appreciative of her friends and family -wants more interesting new experiences

Hearing:

-catches up with family -gets advice from girlfriends -music to make her feel grounded

Pains:

-unbalanced -not being around family all the time -worries about commitment, but tries to stay positive

Gains:

-spending time with friends for advice -catching up on hobbies -relaxes with yoga

Name: Michelle Age: 28 Status: In a relationship Lives: Manhattan, New York Occupation: Creative Marketing Director Income: $82,750 Motivated, Career Driven, Caring

Shopping Habits:

-favors quality and fit -wiling to pay price for quality -occasional promo and sale shopper -shops for basic items -gets style inspiration from movies/celebs -looks for unique, yet trendy products

Psychographics:

-reads romantic books -relaxes at home -Starbucks starts her morning -eats healthy -exercies 4 times a week -enjoys alone time -loves date nights with her boyfriend -very sweet and girly -has interests in music concerts -listens to jazz, rock, trance, and R&B -dresses depending on mood -on occasion looks for thrills

sweet inspiration

Love Story: Titanic, Pastel blue and pink, Gold and Tan, Lace Trimmings, Beautiful, Delicate Celebrity: Emma Stone

Seductive Inspiration

Show Girl: Burlesque, Madonna, John Paul Gaultier, Black, Dark Red, Tan, Strappy, Lace, Edgy Celebrity: Rihanna

main room

Look & Feel

Roses, Crystals, Chandeliers, Gilded Wood, Porcelain Vases, Pearls, Gold Jewelry

seduction room

Look & Feel

Dim Red Lights, Gold Trimmings, Black Gilded Furniture, Metal Cages, Red Velvet

floor plan

Racks

Stage with mannequins

Racks Tables >>>>>>>>>>>>>>>

>>>>>>>>>>>>>>>>>>>>>

>>>>>>>>>>>>

Tables

Restroom

>>>>>>

Outdoor Patio

Fitting Rooms

Seductive Room Sweet Room Bar Area

Outdoor Patio

Tables

Window Display

>>>>>>

Racks

>>>>>>>>>>

>>>>

Racks

>>>>>>>>>>>>>>>

>>>>>>>

>>>>>>>>>>>>>>>>

>>>>>>>>>>>>>>>>>>>>>>>>

>>>>>>>>>>>>>>>

>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Door to Patio

Office/Backroom

Hallway

>>>>>>>>>>>>>>>>>>>>>

Entrance

Window Display

As a customer enters, there will be the romantic and sweet main room. At the back, a hallway leads to the seduction room; an intimate private setting.

branding

S&S Sweet

and

Seductive

Logo Font: Pistilli

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+

R235G158B135 C22M63Y48K2

R0G0B0 C0M0Y0K100

Business Card Front

S&S Sweet

and

Seductive

R125G45B52 C28M100Y74K52

Business Card Back

400 W Broadway New York, NY 10012 212-555-8297 1131 Morningside Drive Manhattan Beach, Los Angeles, CA 90266 310-555-8091

competitors

Victoriaâ&#x20AC;&#x2122;s Secret

Alla Prima

Styles of Products: Thin and push up bras, panties, make up, fragrance

Styles of Products: Lace & push up bras, night gowns, stockings, panties

Brands: Victoriaâ&#x20AC;&#x2122;s Secret, Intimissimi

Brands: Andres Sarna, Sarna, Prima Donna

Price Range: Bras $15-$75 Bottoms $5-$25

Price Range: Bras $50-$100 Bottoms $20-$50

Site: victoriassecret.com

Site: allaprima.com

High Quality

S&S Sweet

and

Seductive

High Price

Low Price Low Quality

positioning map

S&S Sweet

Seductive

Lingerie

Agent Provocateur

Sweet & Seductive

Styles of products: Lace & push up bras, panties, nylons, teddies

Styles of Products: Lace bras, push up bras, panties, negligees, strappy lingerie

Brands: Agent Provocateur

Brands: Sweet & Seductive

Price Range: Bras $170-$790 Bottoms $90-$490

Price Range: Bras $70-$100 Bottoms $35-$65

Site: agentprovocateur.com

Site: sweet&seductive.com

High Customer Service

S&S Sweet

Low Customization

and

Seductive

High Customization Low Customer Service

sweet trends Atelier Aimee

Alexander McQueen

Roberto Cavalli

Elie Saab

Christian Dior

Marchesa

Lace, Metallic Trim, Silk for luxury, Handmade, Chatilily, Nude, Pink, Soft Pastels

Valentino

seductive trends Tom Ford

Versace

Alexander Mcqueen

Valentino

Versace

Tom Ford

Elie Saab

Bondage straps, Mesh, Floral Laces, Satin, Reflective Surfaces, Black,Red, Nude

sweet products

Style#: 101 Color#: 05 Description: Fantasy Silk Bra Fabrications: Silk, Polyester Retail: $65

Style#: 102 Color#: 06 Description: Love Bra Fabrications: Silk, Lace Retail: $70

Style#: 103 Color#: 07 Description: Luxe Silk Bra Fabrications: Silk, Polyester Retail: $65

Style#: 104 Color#: 08 Description: Romantic Bra Fabrications: Lace, Silk Retail: $70

Style#: 200 Color#: 05 Description: Fantasy Bikini Fabrications: Silk, Polyester Retail: $35

Style#: 300 Color#: 06 Description: Love Bikini Fabrications: Silk, Lace Retail: $45

Style#: 201 Color#: 07 Description: Luxe High Rise Fabrications: Silk, Polyester Retail: $35

Style#: 301 Color#: 08 Description: Romantic Garter Fabrications: Lace, Silk Retail: $45

Style#: 105 Color#: 09 Description: Daydream Silk Bra Fabrications: Silk, Lace Retail: $45 Style#: 700 Color#: 00 Description:Daydream Shorts Fabrications: Silk, Lace Retail: $40

Style#: 001 Color#: 10 Description: Keepsake Gown Fabrications: Silk, Lace Retail: $45

Style#: 002 Color#: 11 Description: Dainty Gown Fabrications: Silk, Lace Retail: $50

Style#: 003w Color#: 12 Description: Amour Robe Fabrications: Mesh, Lace Retail: $45

Seductive Products

Style#: 106 Color#: 00 Description: Sneak Bra Fabrications: Lace, Silk Retail: $65

Style#: 107 Color#: 02 Description: Hottie Bra Fabrications: Silk, Polyester Retail: $65

Style#: 108 Color#: 00 Description: Dominatrix Bra Fabrications: Silk, Polyester Retail: $65

Style#: 200 Color#: 00 Description: Sneak Bikini Fabrications: Lace, Silk Retail: $45

Style#: 200 Color#: 05 Description: Hottie Bikini Fabrications: Silk, Polyester Retail: $35

Style#: 200 Color#: 05 Description: Dominatrix Bikini Fabrications: Silk, Polyester Retail: $45

Style#: 600 Color#: 03 Description: Showgirl Onepiece Fabrications: Silk, Polyester Retail: $70

Style#: 601 Color#: 00 Description: Control Me Onepiece Fabrications: Polyvinyl Retail: $50

Style#: 602 Color#: 00 Description: Letâ&#x20AC;&#x2122;s Play Onepiece Fabrications: Silk, Polyester Retail: $45

Style#: 603 Color#: 04 Description: Engage Me Onepiece Fabrications: Lace, Polyester Retail: $45

Style#: 904 Color#: 00 Description: Punish Cut Out Dress Fabrications: Polyvinyl Retail: $50

Trends & PAckaging This project focused on women celebrities from the past and present to collaborate with MAC cosmetics. Based on the trends and inspiration of each celebrity, special colors and packaging were created to represent each woman. Trends & Forecasting Winter 2013 Styling Art Institute of California -San Francisco

Net Wt./Poids Net 3g/ 0.1 US OZ

Loved By You

Billie Holiday Lustre Lipstick Rouge A Levres

Ingredients: Pentaerythrityl Adipate/Caprate/Heptanoate, Octyldodecanol, Bis-Diglyceryl Polyacyladipate-2,Hydrogenateddilinoleyl, Alcohol, Polyethylene, Stearoxy Dimethicone, Silica, Calcium<ILN37249> Lustre Lipstick/Rouge A Levres/Rosetto/Lippenstift/Barra De Labios. Dist. By/ Par: Make-Up Art Cosmetics.Toronto, Ontario, Canada M5V 1R7, London W1K 3BQ. Made in Belgium/Fabrique En Belgique/MJ4G. Maccosmetics.com

“I hate straight singing.I have to change a tune to my own way of doing it.That’s all I know.” -Billie Holiday

Net Wt./Poids Net 3g/ 0.1 US OZ

Marilyn Monroe Lustre Lipstick Rouge A Levres

“I’m selfish, impatient and a little insecure. I make mistakes, I am out of control and at times hard to handle. But if you can’t handle me at my worst, then you sure as hell don’t deserve me at my best.” -Marilyn Monroe

Lipstick Boxes

Fruit & Soul

Net Wt./Poids Net 3g/ 0.1 US OZ

Naughty Satin

Beyonce Lustre Lipstick Rouge A Levres

“We need to reshape our own perception of how we view ourselves. We have to step up as women and take the lead.” -Beyonce Knowles

Net Wt./Poids Net 3g/ 0.1 US OZ

Madonna Lustre Lipstick Rouge A Levres

“I sometimes think I was born to live up to my name. How could I be anything else, but what I am having been named Madonna? I would either have ended up a nun or this.” -Madonna

Lipstick Boxes

Naturally Fierce

MAC Cosmetics will be collaborating with celebrities Billie Holiday, Marilyn Monroe, Madonna, and Beyonce. These women were chosen due to their confidence, beauty, and talent. MAC has taken features that these idolized ladies are known by and matched a perfect color lipstick that can be worn in remembrance of their favoritie woman idol.

Fold Out Billie Holiday Billie Holiday’s jazz songs were very popular in the 1950’s and are still currently known. With flowers always in her hair and singing with her unqiue voice, she will always remain known as one of the best jazz artists. Our MAC “Fruit & Soul” lustre liptick was inspired by the dark colors Billie would wear and the beauty of her songs. “I hate straight singing.I have to change a tune to my own way of doing it.That’s all I know.” -Billie Holiday

Marilyn Monroe Marilyn Monroe: The Hollywood Idol and Greatest Sex Symbol of All Time. With the talent of an actress, model and singer, she grew to be a legendary icon during the 1950s. Our MAC “Loved By You” lustre lipstick was created to match the makeup of Marilyn in her photoshoots and give that bombshell look. “I’m selfish, impatient and a little insecure. I make mistakes, I am out of control and at times hard to handle. But if you can’t handle me at my worst, then you sure as hell don’t deserve me at my best.” -Marilyn Monroe

Madonna Who could every forget Madonna? She is the all American singer, songwriter, and actress who loves to push limits and is the Queen of Pop. With Our MAC “Naughty Satin” lustre lipstick, inspiration was made from her 1989 performance in her pink cone bra outfit. With the confidence she brings to her performance, she shows that no one should be afraid to be who they are. “I sometimes think I was born to live up to my name. How could I be anything else, but what I am having been named Madonna? I would either have ended up a nun or this.” -Madonna

Beyonce Knowles Beyonce Knowles is known as Queen B, Sasha Fierce, and all around Flawless. This singer and actress stands for women power and independence which is sure making a movement. Our MAC “Naturally Fierce” lustre lipstick was inspired by Beyonce and made to create that sense of power in every woman. “We need to reshape our own perception of how we view ourselves. We have to step up as women and take the lead.” -Beyonce Knowles

Products

Folded Informational Mailer

Final product with colored lipstick

Retail Store Management Flagrnt is a startup clothing line in San Francisco created by Andrew Arcaina. The brand is inspired by the athletic and streetwear lifestyle. This project includes target market information, store location, store interior, branding, product selection, advertisements, and packaging. Trends & Forecasting AICA-SF

About

Undefeated Look Book Fall 2013

Flagrnt provides streetwear fashion for athletic man and woman. We embrace the mission of being evident, being able to move forward, and do what we want no mater what. With influences of sports and music, our brand will grow not only as a clothing brand, but as a lifestyle.

Target Market

Adrianne Ho for Stussy Lookbook Spring 2013

Undefeated Tank www.undefeated.com

Men & Women

Empathy Map:

Ages:

Thinking:

Student, Full-Time

-new hobbies -create art projects -when the next time girl time is -wonders what new looks she can try

Thinking:

Income:

Feeling:

Hearing:

Pains:

Gains:

18-27

Occupation:

$20,000+

Interests:

Sporty Lifestyle Action and Comedy movies R&B, Hip Hop music Street fashion Hangs out with friends Exercises Constantly on Social Media

-appreciative of friends and family -wants companionship -inspired by trends and art work

-new music from local artists -parents start talking about careers -friends speaking of gossip and careers -unsure about the future -wants to explore and travel

-experience with school and new places -advice from friends and family

-new job opportunities -finding new places to visit -being more competitive in sports -physique improvements

-wants change in life -wants to be closer with family and friends -focuses in school and work

-new fitness exercises -game plan for sports league -hears about new clothing styles -unsure about the future -wants to explore and travel -struggles with competition

-gains confidence with teammates -learns business strategies from work

Exterior/Location

Main location: 303 Bleecker Street New York, NY 10014

Rate:

$33,000/ month

Size:

1200 SF

Store Neighbors:

JPress, Reiss, Jo Malone,Ralph Lauren, MAC, Marc Jacobs

Interior

Interior: Black glossy curved tables, Clear and black shelves, Rectangular frames, Black hangers, White glossy floors, Gold ceiling lights

Branding

Primary Logo

Eccentric ABCDEFGHIJKLMNOPQRSTUVWXYZ

Secondary Logo

Haymaker ABCDEFGHIJKLMNOPQRSTUVWXYZ Color

R0G0B0 C0M0Y0K100

Marketing

Flagrnt Website

FLA GRNT

FLAGRNT

ladies FIRST

FLA

GRNT

FLAGRNT

ladies FIRST

FLAGRNT

Marketing with new products and collaborations will be on social networks and featured on online articles.

w b na

products

flagrnt

bla red

white on black black on white navy duffel bag white on triblend

flagrnt

black hat with white red hat with white

flagrnt flagrnt FLA GRNT

flagrnt Style#: 100 Description: Original Tee Fabrications: Cotton, Polyester Retail: $42 Colors:

flagrnt flagrnt

FLA GRNT

Style#: 101 Description: Tri Logo Tee Fabrications: Cotton, Polyester Retail: $42 Colors:

flagrnt

Style#: 600 Description: Sports Bag Fabrications: Nylon Retail: $45 Colors:

flagrnt

Other Carried Brands: -Nike -Gourmet -Undefeated -Huf -Levis -Supreme -Stussy -Hall of Fame

Style#: 700 Description: Original 5 Panel Fabrications: Cotton Retail: $38 Colors:

FLAGRNT

FLA

flagrnt

ladies FIRST

F LAG R N T

Style#: 102 Description: Rounds Tee Fabrications: Cotton, Polyester Retail: $42 Colors:

flagrnt flagrnt FLA GRNT

Style#: 103 Description: Tri Logo B Tee Fabrications: Cotton, Polyester Retail: $42 Colors:

flagrnt -Benny Gold -Girl Skateboards -Real Skateboards -Krooked Skateboards -Flipped Skateboards -Anti-hero Skateboards

Style#: W300 Description: Ladies Racerback Fabrications: Cotton, Polyester Retail: $40 Colors:

flagrnt

Style#: W301 Description: Ladies Cut Off Fabrications: Cotton, Polyester Retail: $38 Colors:

lad FI

FLAGRNT

Packaging

Skateboard Packaging

Shoe Packaging

Thank You!