INDEX About The Company About Stacy Bendet The A + O Girl Customer Persona | Sophia Customer Persona | Molly Competitor Analysis | Ella Moss Competitor Analysis | Free People Trend Problem Statement Concept Color Study Materials Print’s Colorways The Final Collection
3 5 7 9 11 13 14 15 16 17 18 20 21 22
ABOUT THE COMPANY Alice and Olivia was started by Stacy Bendet and Rebecca Matchett. The two named the company after each other their grandmothers. The company all started with a pair of pants. Bendet wanted to make “ a trouser sexy”. Her first collection of twenty pants did great. After Matchett left the company Andrew Rosen, The founder of Theory, took Bendet’s business under his reins. The company expanded into a readyto- wear women’s clothing. The brand now offers men’s clothing, children’s wear, and accessories. Alice and Oliva is sold in department stores including Neiman Marcus, Saks Fifth Avenue and Nordstroms. Ten boutiques are also located across the county. Each location has an individual theme based on the vibe of the city it is in. MISSION STATEMENT: “ Stacy incorporates her love and culture, music, art, and vintage fashion into each collection, and gives something fresh and edgy to the Alice + Olivia girl every season.
ABOUT STACY BENDET Stacy’s interest in fashion all started when she was very young. Her father, Joseph Daniel Wiener had his own textile importing business. After high school, Bendet studied at the University of Pennsylvania, where she graduated in 1999 with a degree in International Relations and French. After interviewing for several different places on Wall Street, Bendet decided that the office life was not for her. In 2002 along with her college roommate, Rebecca Matchett they made the choice to start their own fashion company, Alice and Olivia. A few years later in 2008, Bendet married Eric Eisner in the Caribbean. Later that year they welcomed their first child Eloise Breckenridge Eisner. She was named after Bedent’s favorite childhood book. In 2011, Scarlet Haven Eisner joined the family. The family of four now lives in Los Angeles, California were Bendet still designs for the brand,
THE A + O GIRL T he
Alice and Olivia girl is a very particular women. She is not afraid to take chances in her fashion style. She dresses for her self and is not influenced on the opinions of the world around her. The things that do have an influences on her fashion selections are art by a local painter, her favorite music, the things that she sees while traveling, and a great book that she has read from cover to cover, twice. The unique girl takes chances and is not worried about the outcomes. Mixing pattens and stripes, with colors and neutrals the Alice and Oliva girl does anything but blend in.
CUSTOMER PERSONA Meet Sophie. She is a 24 year old girl that lives by her self in her one bedroom apartment in Soho, NY. She was born and raised in New York City and has never left, except for when she vacations to her favorite beaches or to Hamptons on the weekends. She is a columnist for Vogue Magazine. She loves going to new gallery opening, going to impromptu concerts at her favorite local bars, reading a good book while snacking on macaroons, and catching up on the latest trends and gossip with her closest friends. She is a gold star member at Starbuck’s because there is not a day that goes by that she doesn’t get her favorite grande skinny vanilla late with no whip and an extra shot of espresso in her Alice + Olivia collectors coffee mug.
CUSTOMER PERSONA Meet Molly. She was born Phoenix, Arizona, but moved to San Francisco after graduating from culinary school to fulfill her life long dream of opening an all-organic cafĂŠ in the city. She wants to use as many sustainable products as she can while cooking in the kitchen to maintaining her business and in just about everything else she does in her life. Her Favorite meal to prepare and serve is Quinoa with all locally grown spinach, and tomatoes. Now at 30 she lives with her husband in a small duplex in Pacific Heights. When they are not running the CafĂŠ they go on hikes in the red wood forest, and have impromptu weekend trips to Napa for
COMPETITOR ANALYSIS ELL A MOSS Ella Moss is a Los Angels, California based company. Pamella Protzel (Ella) and Moise Emquies (Moss) started the company after they both decide to change their direction in life and join the fashion career . They describe their line in three words “ hip, quirky and fashionable” The line has a very Parisian influence ,but the designers are also influenced by art and people they see while traveling around the world. The line is sold in individual boutiques, as well as department stores such as Barney’s, Bloomingdales and Nordstroms.
COMPETITOR ANALYSIS FREE PEOPLE Free People is all about expressing your individuality. The bohemian clothing line was started when the designers of Urban Outfitters wanted to shed their younger image. Free People is for the fashion forward, uniquely styled girl in her twenties. Trying to capture, five different target markets the brand offers their customers clothing that is girly, bohemian, tomboy and beachy all at the same time. The brand has many individual stores across the county and in Canada. It is also sold in department stores including Nordstroms and Bloomingdales.
TREND As the world around us is advancing rapidly, many people are stepping back and reconnecting with environment. Concerns with the threats of global war ming and its effects on the planet, many people are making extra efforts to preserve the Earth. We are being encouraged to use products that are helpful not har mful to the planet. In an effort to help rebuild what we are destroying, consumers have been asked to recycle and reuse products. They are also turning to for ms of biodegrading as another way to improve the environment
PROBLEM STATEMENT To create a lingerie and lounge wear collection for the Alice + Olivia brand, developed for whimsical, yet sophisticated customer, to cater to her increasing efforts to adopt to a more eco-friendly lifestyle, without compromising her knack for fun and mischievous behavior.
CONCEPT Alice and Olivia gives their customers everything a woman could ever need for their wardrobe; pants, tops, dresses, coats and now even tights, but they have not offered the essentials underneath all the clothing. The new A&O Lingerie and Lounge wear offers women the chance to express their inner personality from the mischievous side to the flirtatious side. The use of whimsical pops of color and wild flower prints with the combination of eco friendly fabrics this collects fits the needs for any girl with a little bit of spunk.
Luminaire
Rainstor m
Blush
Slate
Marigold
Plum
Domino
Mint
Mandarin
Naval
Valentine
Lavender
COLOR STUDY
MATERIALS
Cotton Stretch Lace Fabric #: FP22190 88% organic nylon, 12% spandex
PRINT’S COLORWAYS
Organic Knit Cotton Fabric #: FC10421 100% organic cotton
Stretch Dotted Mesh Fabric #: 304171 93% organic stretch nylon, 7% elastane
Sunny Days
Smashed Berries
Silver Lining
THE FINAL COLLECTION
Bandeau | $38
Lace Panty | $28
Sizes: XS | S | M | L
%100 organic knit cotton
Sizes: XS | S | M | L
Style Number: C406016773
Strapless bandeau with cut outs in the center back
Style Number: C407083755
Colorways: Smashed Berries, Domino, Plum, Sunny Days, Mint, Blush, Lavender, Silver Lining
SKU Number: 32
Colorways: Valentine, Plum, Domino, Marigold, Naval, Blush, Mandarin, Lavender, Rainstor m, Mint, Luminarie, Slate
Lace: 88% organic nylon, 12% spandex Mesh: 93% organic stretch nylon, 7% elastane Basic brief style mesh panty with flower lace detail in front and back SKU Number: 96
Triangle Tank | $48
High Waisted Panty | $48
Sizes: XS | S | M | L
100% organic knit cotton
Sizes: XS | S | M | L
Style Number: C406007438
Triangle midi tank with princess seams
Style Number: C407023040
Colorways: Mint, Sunny Days, Naval, Silver Lining, Lavender, Smashed Berries, Valentine
SKU Number: 28
ColorWays: Mint, Sunny Days,Blush, Silver Lining, Lavender, Smashed Berries, Domino
100% organic knit cotton Lace: 88% organic nylon, 12% spandex High waisted panty with lace filled triangle cut outs in the front SKU Number: 56
Bandeau | $58
Boxer | $68
Sizes: XS | S | M | L
%1oo organic knit cotton
Sizes: XS | S | M | L
%1oo organic knit cotton
Style Number: C406027649
A cropped sweetheart tank with side cut outs
Style Number: C407078674
High waisted boxer short
ColorWays: Sunny Days, Smashed Berries, Silver Lining
SKU Number: 12
Colorways: Mandarin, Naval, Slate, Blush, Valentine, SKU Number: 24 Luminaire
Coarsest | $98
Robe | $ 88
Sizes: A 32 34 36 | B 32 34 36 C 32 24 26
Sizes: XS | S | M | L Style Number: C406032543
Style Number: C406044507 Colorways: Naval, Slate, Valentine, Mint
ColorWays: Smashed Berries, Blush, Plum
%1oo organic knit cotton Lace: 88% organic nylon, 12% spandex
%1oo organic knit cotton Lace: 88% organic nylon, 12% spandex
Sweetheart coarsest with all lace body
Lace or cotton robe with a hood
SKU Number: 96
SKU Number: 24
Sof t Bra | $58
PJ Pants | $78
Sizes: A 32 34 36 | B 32 34 36 C 32 24 26
Sizes: XS | S | M | L
Style Number: C406037653
Style Number: C407055243
Colorways: Lavender, Silver Lining, Rainstor m, Sunny Days, Valentine, Smashed Berries, Blush
ColorWays: Silver Lining, Lavender, Smashed Berries,Domino
%1oo organic cotton Mesh: 93% organic stretch nylon, 7% elastane
%1oo organic cotton Lace: 88% organic nylon, 12% spandex
Triangle soft bra with mesh panels on the cups
Pj pants with an elastic waistband
SKU Number: 168
SKU Number: 32
Strapless Corset | $78 Sizes: A 32 34 36 | B 32 34 36 C 32 24 26
Highwaisted Panty | $48
%1oo organic cotton Mesh: 93% organic stretch nylon, 7% elastane
Sizes: XS | S | M | L
Strapless bandeau with center front mesh panel
ColorWays: Valentine, Mint, Plum, Slate, Mandarin, Domino, Naval, Lavender, Blush
Style Number: C407024896
%1oo Organic Cotton Mesh: 93% organic stretch nylon, 7% elastane
Style Number: C406009861 Colorways: Valentine, Smashed Berries, Plum, Mint Luminaire, Sunny Days, Domino, Silver Lining
SKU Number: 192
High waisted panty with side mesh panels SKU Number: 72
Mind Bandeau | $48
Highwaisted Panty | $48
Sizes: XS | S | M | L
%1oo organic cotton
Sizes: XS | S | M | L
%1oo organic cotton
Style Number: C406023450
Strapless midi fit bandeau with a cut out in the center front
Style Number: C407065356
Basic brief panty with princess seam details in the front and back
Colorways: Sunny Days, Domino, Smashed Berries, Plum, Sliver Lining, Mint
SKU Number: 12
ColorWays: Sunny Days, Smashed Berries, Silver Lining
SKU Number: 15
Peek A Boo Bra | $98
Gar ter Belt | $ 68
Sizes: A 32 34 36 | B 32 34 36 88% organic nylon, 12% C 32 24 26 spandex, straps: 100% organic lace Style Number: C406034785 All lace bra Colorways: Plum, Blush, Domino SKU Number: 32
Sizes: XS | S | M | L Style Number: C407027429 ColorWays: Plum, Blush, Domino
88% organic nylon, 12% spandex, straps: 100% organic lace All lace garter belt SKU Number: 96
Jessica Wiciak email | wiciakja@mail.uc.edu phone | 419 290 3378