Fashion Merchandising and BuyingAcademy of Art University

PORTFOLIO

Tel: (425) 343-3466 E-mail: bowie_wong2311@hotmail.com

Bowie Wong Po Yee

Bowie Wong, grew up in Hong Kong, China. She is currently in her senior year at the Academy of Art University. She is pursuing a Bachelor of Fine Arts with a focus in Fashion Merchandising and anticipates graduating in May 2015. She received President’s Honor List for her first term honor. Her creative and impressive course works have been praised by her instructors.

She currently has an internship at Icon Smartech as a marketing assistant. This provides her a great opportunity to learn the professional marketing and advertising strategies for tech and retail industry. She has strong communication and organization skills, and is able to speak three languages fluently.

Meanwhile, she is a jewelry designer focused on metals and clay. She has founded BowtiqueW selling her handmade jewelry. She also sold her products in flea markets. These valuable experiences helped her on exploring the jewelry and fashion industry. Her career goal is to be a professional buyer in the fashion field for a high-end retail brand. Besides her passion for fashion and designs, she is an active and outdoor girl, and won over 30 medals in the sport field of Volleyball and Handball.

Biograpgy

Product Development 4 - 9

Jewelry E-commerce Development 10-17

Business Planning - Crafe 18-23

Marketing Plan - Bikeista 26-33 Styling 34-39

Resume 40

Table of Content

Product Development

Fibulae

F ibulae

Goal

The four founders are working together to create a new jewelry brand called Fibulae. The goal is to repurpose

materials and turn it into beautiful jewelry pieces. The reason of choosing safety pin is because the founders bealieve each

materials has its unique features.

Skills

Soft skills:Team Work

Effective CommunicationCreative and Innovative Design

Planning and Organizing

Hard skillsJewelry Production

Adobe illustratorAdobe Photoshop

Product Development

Founders

FibulaeStarted by Four Founders: Bowie, Sharon, GoUn, Dewi. We design and produce high quality safety pins jewelry. Our concept is to reuse the industrial materials and recreate a different appearnce by using this material.

Mission Statement

Fibulae is a brand that design and produce high quality safety pins jewelry. Everyone deserve to look great, and we want to be the one who make that happen. Our affordable price merchandise is going to make the outfit looks even better.

Achievements

Sold products to the buying team of Academy of Art University Spring Show 2013 Pop up store and interviewedwith 7x7 Magazine San Francisco Magazine.

Product Development

Social Media

Product Development

Product Development

7 x 7 MagazineInterviewing and article

Academy of Art Spring Show 2014Pop-Up Store

Product Development

Jewelry Brand Development

Bowtique W

Jewelry Brand Development

Goal

The goal of this project is to develop a successful jewelry e-commerce which sells high quality jewelry product with

unique designs. The theme is flowers which is inspired by the watercolor paintings of the beautiful flowers in the nature. This project shows the design part of the business, including jewel-ry development, package design, website layout, and product

style.

Skills

Soft skills:Assortment Planning

Projected Sales PlanningCommunication with Vendors and Customers

Hard skills: Jewelry DesignPackage Design

Web DesignSourcing

Product Manufacture Photography

Visual Merchandising

Jewelry Brand Development

BowtiqueW Philosophy

We handcraft each of our product to bring you the unique designs that you can only find here in BowtiqueW. Each product is made with love and care for our customers. We keep creating and improving our products to bring the best of the best to

you. We improve our products by listening to what our customers want, and we provide the best products and service to our customers to make you satisfied.

Brand Concept

BowtiqueW is named after its owner, bowie. We are a store that create handcrafted accessories for you and your home with dedication, love and care. We provide different styles to suit different people, it is a place where you can pick what you want among all our beautifully made products. We love the nature and appreciate the beauty we see everyday, and

we want to share this beauty with more people, and bring colors and happiness to them.

Jewelry Brand Development

Inspiration Board

Product Category

NecklaceBracelet

Earring

Jewelry Brand Development

Package Designs

Jewelry Brand Development

Website Designs

Jewelry Brand Development

Product Styling

Jewelry Brand Development

Business Planning

Crafe

Business Planning

GoalThis is the business plan of a fashion cafe where fashion

goods, pastries and drinks are sold. This store is going to be located in San Francisco. There will be two sections in the boutique, one is the fashion store and the other one is the

cafe. This plan includes the target customer,, merchandising, marketing, organization and finance.

Skills

Soft skills:Creative Thinking

Business Trend Awareness Merchanidsing Strategies

Research and Analysis Planning

Hard skills: Adobe Illustrator

Visual MerchandisingSourcing

Crafe , which means craft and café, is the name of the business. It is a place where provides a

comfortable and nice environment for customers to enjoy their time with some bakeries and drinks, and it is also a place where customers can shop and purchase the merchandise and accessories, like jewelries, scarves, handbags, shoes and clothes, etc. that are sourced from

different countries and some are made by the company.

Mission Statement

Crafe is where provided both time enjoying moments and merchandise shopping place in one single store. We look forward to provide the most comfortable and unique shopping experience to our customers with reasonable and high quality products and service.  Our online store is to provide a convenient way for customers to purchase our products from all around the world and the comfortable, relaxing café and shopping environment in the

physical store will put our customers in a good mood to shop for what they desire.  

Business Planning

Target Customers

Age: from the early 1980s to the early 2000s (around age 13-33)Gender: FemaleFamily size: 1- 4

Family Lifecycle: Young, single; young, married, no children; young, married with children

Income: $20,000- $50,000Education: high school graduated, college graduated

Market Analysis

Handbag Market:The US handbag market is expected to reach $9 billion by 2015.

The market will be driven by a rising number of females aged 15 to 34 in the US population, greater demand for branded goods in Asian markets, and higher demand for designer

handbags worldwide.

Footwear Market:The global footwear market is expected to reach $195 billion by 2015.

The market will see demand rise as the economic climate improves and consumer confidence builds. In terms of volume, sales are expected to exceed 13 billion pairs.

Luxury Accessories Market (Jewelry, watches):The luxury accessories market will exceed $307 billion by 2015

The market is fuelled by demand from emerging countries, diversifying consumer profiles from rich populations to less affluent consumers, and evolving consumer behavior.

Business Planning

Merchandise

GarmentsShoes and Handbags

House designed Jewelries

PastriesDrinks

Service

Personal stylist: we provide stylist who helps on planning the whole outfits for customer and provide professional advice for customers.Return service: customers can return their merchandise that is broken or damaged within 7 days of purchase.Repair service: If customer’s accessory is scratched or broken, we can repair for them. There is a 30 days warranty for all our jewelry products.Customize service:  we can custom accessories for the customers, they can choose to design their own accessory, and we make for them.

Business Planning

Business Planning

Market Potential

Fashion Industry- Exceed $621 billion in 2014, marking a 12% increase in five years.

- Clothing retailers account at almost 65% in terms of value.

E-Commerce Industry- 2.5 billion people using the internet in 2012

- Consumer e-commerce sales are estimated to reach approximately 69 billion U.S. dollars.  - Forecast indicates that the sales on 2016 will be at least $22 billion higher than 2014.

Cafe Industry- Cafés/bars in the US is predicted to rise by a 3% constant value CAGR to achieve US$50.7 billion in foodservice

value sales in 2017. - The draw of offering more types of food in traditionally beverage centric establishments will only increase.

Competitor Profile

Fashion retailerAcrimonyIt is a fashion retailer that sells merchandise of different brands, and their price point is around $30 to $480.  Their target market are female and male age around 20- 35.

CaféReveille Coffee Co.It is a café located in 200 Columbus Ave., S.F, CA 94133. It is a café offer breakfast and lunch, as well as high quality drink. They offer both sweet and salty pastries. They provide a relaxing environment for people to get rest in the busy San Francisco area

Organizational Chart

Business Planning

Business Planning

Business Goals

market penetration – selling more of its products to existing customersmarket development – selling its products to a wider market

product development – increasing the product portfolio by selling new products or services to existing markets

Marketing Plan

Bikeista

Marketing Plan

GoalThis is a marketing plan for a bike clothing startup which is

based in San Francisco. From SWOT, Survey to marketing event planning, it provides marketing ideas based on the target mar-

ket of the company and presented to the company founder.

Skills

Soft skills:Team Work Leadership

Team Communication Problem Solving

Innovative Thinking Decision Making

Hard skills: Adobe Illustrator

Adobe Photoshop

Marketing Plan

Company Background

BIKEISTA was created in February of 2014 by Lucas Plumb, PhD, an architect and psychologist who uses a bicycle as her primary mode of transportation. “I have ridden my bike to work at various times in my life and eventually I started riding to the symphony, to parties and to grocery shop as well. I began to buy clothes that were dressy, but easy to ride in. People would often ask where I found them so I decided to start a business that would make these kinds of clothing more available and support women in using their bikes for transportation. BIKEISTA also employs a merchandising director, Cecilia Yang, and an administrative assistant/seamstress, Penny Potter. Yuliya Rachel has served as a consultant and has been extremely valuable to learning the ropes of the fashion business

Marketing Plan

Age: 40 - 54Generation X / Early Baby boomer

Demographics:Northern California, cold climate, women need to be warmed up. Cycling community, bike is one of the main transportations in the city.

Psychographics:Women bicyclists who ride for transportation, i.e. bike to work, bike to party, bike to meet up, bike to shop, etc. They want to be healthy, plus socially and environmentally conscious.

Target Market

Company SWOT Analysis

Strength:- Different style of one products

- Different Fabric

Weakness:- Expensive

- Too many local competitors- No connection with social media

Oppotunity:- Do promotion during the events of sfbike.org

- Hold an event called Bikeista Womens Bike Marathon (From Golden Gate to Mission District)

Threats:- Cannot compete by prices- Nobody buys the products

- Nobody understand the feature of the main product (Skirt)

Marketing Plan

Marketing Theme

#BikisdafunEvents

1. Car Warp2. Scavenger

Car Warp

Car Wrap Service From $199.00 t o $299.00 for Sedan Car Wrap Design - Hire Freelance Graphic Designer $200 (Estimate 3 hours work, $65/hr) Monthly Car Rental (depends on miles they drive) $50 - $400/ month

Total Cost:$520 / car per month Cost is adjustable

Scavenger

T-shirt for players $5 each 35 players a day = $175

Event Helper $12/hr

5 helpers for 6 hours = $360

Location Free

Rewards $150 gift card for winning team

Total Cost: $535

Rewards: $750

Cost for Events

1.

2.

Marketing Plan

Car Warp

Car Wrap & Design

- Rent car and wrapped with Bikeista ads by using car wrap service

- Focus on the Bay Area where concentrated with local cyclists to promote the Bikista Brand.

Outcome

• 48% of those polled viewed car wraps as the most unique advertising medium available.

• Car wraps and television ads were viewed as the two most memorable media.

• 47% of 18-34 year olds surveyed found car wraps especially memorable.

• Car wraps rank highly among advertising media for positive associations.

• Of the target population, 61% spend over 1 hr per day on the road and 33% spend over 2 hrs.

Marketing Plan

Bikeista Scavenger Hunt

On official Bikeista Facebook page women can find photo pieces of the most famous places in San Francisco. The whole idea is playing game in group of your friends, where women bikes around San Francisco, which helps to strength the community of city. At the end of game, Bikeista provides free blank t-shirts with a company's logo. Our group of women should find a place and take a powerful photo under hashtag. Who is going to be the fastest and more photo downloader under #BikeistaSuperWoman

Outcome/ Rewards

Winning team will get $150 gift card per every team member and certificate of "Showing real friendship activity". Also, it does not matter how many members is going to be in the team, because the most important is having fun and enjoying

biking with your friends at Bikeista clothes.

Marketing Plan

Bikeista Public Relation

Bikista is a brand that promotes a healthy lifestyle with biking and creating functional clothes for bikers. We gain exposure to the target audiences and enhance the brand image of Bikista through the followings. These can also achieve the social responsibility of Bikista.

We Bike and We plant- Cooperating with some local volunteer organizations - Bikista provides bikes and clothes for the volunteers.

- Volunteers will wear Bikista products and bike to the destination and plant new trees for the city.

Non-profit Donation10% of Bikista’s February income goes to the American Heart Association-Go Red For Women

Shop more than $100Customers who spend over $100 will get a free Bikista towel (with the brand logo on it)

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Styling

LES COUNT DE FEES

Styling

GoalThis is an editorial shoot which expressed the ideas

of a doll. It was inspired by the Folk Fairytale.There are outfits for this shoots which are

the Fairytale, Dollgirl and the Folk.

Skills

Soft skills:Outfit Planning

Time ManagementCommunication

Hard skills:

Styling

Styling

Inspiration / Mood Board

Styling

Styling

Styling

Conclusion

Through these exercises, I came away with a greater understanding of brand development, business planning and marketing, as well as styling perspectives. I realize I have learned a lot through my projects, including both hard and soft skills. I have developed my hard skills in information re-search, market analysis, products design and manufacture, merchandising skills and Adobe creative suites. These projects also gave me opportunities in enhancing my skills in communication, organization, creative thinking, team working as well as leadership. I hope you enjoyed my portfolio. Thank you for your time.

F ibulae