portfolio

Boutique CastroDIVULGE

Divulge Boutique offers a f resh perspective on today ’s fashion. We are extreme, t rendy, loud: something the Divulge man wi l l respond wel l to. We focus on providing gay men with the Hottest fashion that can be seen in the Castro Dist r ict in San Francisco and West Hol lywood in Los Angeles, two of the f lashiest gay communit ies.

Divulge Boutique gets the best fashion f rom the top Premium Denim vendors : 7 for Al l Mankind, Joe Jeans, Diesel, True Rel igion Brand Jeans, and DSquared. Divulge Boutique wi l l carr y men’s fashion denim, sportswear, and shoes. Our pr imar y product wi l l be jeans including Premium, Vintage, and Designer Col lect ions. Sportswear wi l l include Logo T-Shi r ts, Long-Sleeved Button-Up Shi r ts, and Polos. Al l i tems wi l l be hand-picked by Divulge Boutiques owner. Products are of fered in a moderate to better pr ice point with pr ices beginning f rom $45 to $200 for sportswear, $69 to $250 for shoes, and $150 to $495 for jeans.

Divulge Boutique is a complete business concept. The brand has been developed over the course of my school career and includes a business plan, an establ ished brand ident i ty, v isual merchandis ing, a product catalog, as wel l as var ious other aspects of a business.

Thank You

I would l ike to dedicate this to al l the people who supported me whi le I

pursued my education at The Art Inst i tute of Cal i fornia - San Francisco.

These people are my fami ly, f r iends, and amazing inst ructors. This

port fol io is not just pieces of my work but also tokens of appreciat ion.

MPLMy name is Matthew Preston Lyons and I am a graduated Fashion Market ing & Management student at the Art Inst i tute of Cal i fornia – San Francisco. Through my studies, I have found that my passion l ies in branding, retai l buying, and product development, with emphasis on creativ i ty, design, and wr i t ing. I have learned the necessar y sk i l l s and core competencies in each of these f ields, which have prepared me for a career in the industr y. My port fol io gives testament to my personal creative capabi l i t ies and to my passion for the fashion industr y.

Entrepreneurship

Boutique CastroDIVULGEDivulge Boutique offers a f resh perspective on today ’s fashion. We are extreme, t rendy, loud - something the Divulge man wi l l respond wel l to. We focus on providing gay men with the hottest fashion that can be seen in the Castro Dist r ict in San Francisco and West Hol lywood in Los Angeles, two of the most t rendy gay communit ies.

Divulge Boutique gets the best fashion f rom the top premium denim vendors : 7 for Al l Mankind, Joe Jeans, Diesel, True Rel igion Brand Jeans, and DSquared. Divulge Boutique wi l l carr y men’s fashion denim, sportswear, and shoes. Our pr imar y product wi l l be jeans including Premium, Vintage, and Designer Col lect ions. Sportswear wi l l include logo t-shi r ts, long-s leeved button-up shi r ts, and polos. Al l i tems wi l l be hand-picked by Divulge Boutique’s owner. Products are of fered at a moderate to better pr ice point with pr ices beginning f rom $45 to $200 for sportswear, $69 to $250 for shoes, and $150 to $495 for jeans.

Divulge Boutique is a complete business concept. The brand has been developed over a number of courses and includes a business plan, an establ ished brand ident i ty, v isual merchandis ing, and a product catalog.


About

VisionDivulge Boutique’s v is ion is to give consumers a shopping exper ience that is unique. Adopting a gay male’s sensibi l i ty in the things we provide, Divulge Boutique hopes to int roduce the appeal ing and innovative fashion sense of the men f rom Castro and West Hol lywood to al l people.

MissionDivulge Boutique markets unique, f i t ted shi r ts and premium denim for gay men. With up-to-date technology to manage inventor y and stock, we are poised to generate prof i ts for growth. We educate employees in culture, divers i ty and management. Divulge Boutique supports the LGBT community and gives generously to the communit ies where we operate, donating a percentage of our sales to the San Francisco LGBT Community Center. E levated interest for business pr inciples and community responsibi l i ty is an essent ial Divulge Boutique phi losophy.

Onliness StatementDivulge Boutique sel ls men’s fashion f rom innovative and part icular designers that gay men prefer. I t is where fashionable, urban gay men wi l l be able to express thei r unique fashion sensibi l i t ies in a t ime of desi red individual i ty.

tArget MArket

Divulge Boutique caters to gay men ages 25 – 44 of al l races and ethnic backgrounds. These men l ive in the gay dist r icts of metropol i tan cit ies with income ranges f rom $100,000 - $149,000. They are an aff luent group of men with occupations in management, posit ions in retai l , entrepreneurship, or f inance.

The Divulge Boutique male is one that loves to t r y new things and has an adventurous personal i ty. Having an interest in global fashions is a plus. Art shows and museums are fun out ings for these men when they are not having a night on the town with thei r closest f r iends. Wel l known brand names are prefer red over thr i f t stores and out let stores. They love t ravel ing to places such as Los Angeles, Miami, Fort Lauderdale, New York, London, Dubai, Sydney, and the Caribbean; places with unique fashion tastes are prefer red. They love to shop at foreign stores but they do not forget to take in the s ights and see the var ious art gal ler ies around town. These men love to vis i t spas and unwind through yoga.

CoMpetitive AnAlysis

BODY BOUTIQUE uses a ver y basic font to def ine thei r store’s logo. The company uses al l CAPS in white sur rounded by red in blocks to def ine themselves. The red color is ver y eye catching and is a sexual color that can ent ice gay culture. From the logo type, there is no real impress ion left on the consumer and the brand image is poor. Some brands found there are Adidas, DKNY, Calvin Klein, Vans, Local Pr ivate Label, and Haviannas. The look and feel of the boutique is sport f i tness, basic, easy access, l imited f ixtures, and colors ever ywhere.

CITIZEN BOUTIQUE uses a ver y basic font to def ine thei r store’s logo and on the website for the brand. The company uses al l CAPS in f luorescent s i lver. The s i lver color is eye catching and in a statement color. From the logo type, the impress ion left on the consumer is quest ionable and the brand image is scattered. Some brands found there are Dior, Gucci, Jack Spade, Lacoste, Mavi, Adidas, and Diesel. The look & feel of the boutique is v intage, mid-west, unique look to f ixtures/visuals, t rendy yet sty l ish, conser vative, and bold.

OUTFIT BOUTIQUE uses a ver y basic font to def ine thei r store’s logo. The company uses al l CAPS in a moss green color sur rounded by a sk in colored wooden panel. The moss color is a statement color that gives the consumer some wonder. From the logo type, the impress ion left on the consumer is that the brand image is overwhelming. The brands var y and change seasonal ly. The look & feel is v intage, mid-west, unique f ixtures, cluttered, and VERY SENSUAL mannequins. The store is t rendy, eccentr ic, “ WOW ”, community af f i l iated, stand-out, and extreme.

Competitors

CoMpetitive AnAlysis

Competitive Advantage

Pricing Strategy

Divulge Boutique’s product is something interest ing and excit ing for San Francisco customers. Divulge knows who it is as a brand and remains t rue to i ts values and overal l image. Two ways that we wi l l do this are through our community loyalty and visual presentat ion ins ide the store. We wi l l focus on f lashy visuals and gay culture. Divulge wi l l automatical ly draw in customers f rom our exter ior look and then lead them to a fabulous inter ior design. Divulge Boutique plans to market heavi ly in local San Francisco magazines, newspapers, and Facebook to create a social platform.

Divulge Boutique considers al l types of pr icing that wi l l help br ing in prof i t for the brand. Divulge’s market buying is determined by the markup of the products essent ial to both Divulge Boutique and the boutique’s customers. In order to compete with our competitors, Divulge wi l l have to understand what consumers are looking for, what they wi l l pay, and i f the pr ices meet thei r expectations.

logos

In i t ial ly, the concept for the logo was to use something f lashy and s imi lar to Papyrus. The or iginal logo was intended to be just the name of the company in a fancy theme typeface. However, Bout ique and the city of or igin which the boutique wi l l be located in was added.

The f inal fonts that were chosen are Champagne and Limosine in Bold for the pr imar y t i t le and Walkway Semi-Bold in Regular for the secondar y headl ine. The Divulge Logo can be used without the secondar y header in packaging and other market ing mater ials.

Divulge Boutique

Divulge Boutique

Divulge

Boutique

BOUTIQUE CASTRODIVULGE

Trial Logos Logo Style Guide

Primar y Color

Flashy Blue

C 100 M 95 Y 5 K 0

Secondar y Color

Posh Magenta

C 35 M 100 Y 35 K 10

Color PaletteTypographyPrimar y Typeface

Secondar y Typeface

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()?

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()?


Champagne & Limosines - Bold

Walkway SemiBold - Regular

titlebrAnd eleMents

Phone: 415.626.5555www.divulgeboutique.com

DIVULGE

Boutiq

ue

Castro

DIVULGE

Boutiq

ue

Castro

#TR00101True Religion

29 x 34

USD $321.00


SIZE: S

USD $128.00

Phone: 415.626.5555www.divulgeboutique.com

DIVULGE

Boutiq

ue

Castro

DIVULGE

Boutiq

ue

Castro


29 x 34

USD $321.00


SIZE: S

USD $128.00

Price Tags Business Cards

7 For All Mankind Sportswear, JeansJoeJeans Sportswear, JeansDiesel Sportswear, Jeans, ShoesTrue Religion Sportswear, Jeans, ShoesDSquared Sportswear, Jeans

Boutique CastroDIVULGEDIVULGE

Boutique Castro

Matthew LyonsOwner

www.divulgeboutique.com

440 Castro StreetSan Francisco, CA 94114

Phone: 415.626.5566Fax: 415.626.5644

Print AdvertisementWebsite

DIVULGE Boutique Castro

JOIN MAILING LIST / FACEBOOK / TWITTER

HOME ABOUT DENIM SPORTSWEAR SHOES SHOP BY BRAND

LET THE DIVULGING BEGIN WITH YOUR FASHION, FEEL HOT IN THE LATEST, HOTTEST APPAREL . . . . .

DB

DB

Phone: 415.626.5555 440 Castro St. San Francisco, CA 94114 www.divulgeboutique.com

7 * JoeJeans * True Religion * Diesel * DSquared

DIVULGE Boutique Castro

Fro

nt

Ba

ck

3.5”

2”

visuAl MerChAndising

Feature PresentationFloor Plan

Window Visual DisplayThe f loor plan was created in AutoCad to show how the f ive brands, the feature presentat ion, and visual merchandis ing wi l l be displayed. The feature presentat ion creates a look that has a Castro Dist r ict and West Hol lywood feel to i t. The back wal l display shows our products along with our cash wrap. Our store visuals have a classy, yet edgy appearance.

Wall A

visuAl MerChAndising

Wall B

Cashwrap / Back Wall

DIVULGEBoutique Castro

#5000LEATHER SNEAKERSWHITE - RED STRIPE100% LEATHERRETAIL - $195.00COST - $94.58MU% - 51.5%DSQUARED2

#5001LEATHER SNEAKERSWHITE - COLORED STRIPE100% LEATHERRETAIL - $175.00COST - $84.88MU% - 51.5%DSQUARED2

#5010CASUAL SNEAKERLOGO93% NYLON, 7% COW LEATHERRETAIL - $90.00COST - $43.65MU% - 51.5%DIESEL

#5011 - WHITE

SHOES

style CArds


TOPS

#1010S/S V-NECK T-SHIRT - GREYJERSEY KNIT100% COTTONRETAIL - $55.00COST - $25.03MU% - 54.5%DIESEL

#1011 - BLUE

#1012 - RED

#1013 - WHITE

#1020S/S POLO - BLACKJERSEY 100% COTTONRETAIL - $55.00COST - $25.03MU% - 54.5%DIESEL

#1030L/S BUTTON UP SHIRT - DENIMDENIM100% COTTONRETAIL - $140.00COST - $63.70MU% - 54.5%DIESEL

#1031 - BLACK


BOTTOMS

#2210SAFADO SLIM STRAIGHTROYAL BLUE WASH100% COTTONRETAIL - $248.00COST - $106.64MU% - 57%DIESEL

#2400SLIM TAPEREDMEDIUM DARK WASH100% COTTONRETAIL - $405.00COST - $174.15MU% - 57%DSQUARED2

#2410SLIM STRAIGHTBLEACH OUT WASH100% COTTONRETAIL - $455.00COST - $195.65MU% - 57%DSQUARED2

#2211 - RISE GREEN


JACKETS

#4000DENIM JACKET1970S CLASSIC WASH100% COTTONRETAIL - $240.00COST - $110.40MU% - 54%TRUE RELIGION BRAND JEANS

#4003LEATHER JACKETBLACK100% LAMB SKINRETAIL - $719.00COST - $330.74MU% - 57%TRUE RELIGION BRAND JEANS

#4010NYLON JACKETQUILTED PATTERN - BLACK100% NYLONRETAIL - $365.00COST - $167.95MU% - 54%7 FOR ALL MANKIND

#4001 - DARK RINSE

ACCESSORIESDIVULGEBoutique Castro

#3000LOGO FRONTTAN 100% LEATHERRETAIL - $60.00COST - $29.40MU% - 51%DIESEL

#3010BLACKCLEAN - NO LOGO100% LEATHERRETAIL - $108.00COST - $52.92MU% - 51%7 FOR ALL MANKIND

#3020FAUX LEATHERBLACK100% FAUXRETAIL - $39.50COST - $19.36MU% - 51%JOE’S JEANS

#3001 - BROWN

#3021 - BROWN

#3022 - CARMEL


#5012CASUAL SNEAKERBLACK98% LEATHER, 2% POLYURETHANERETAIL - $95.00COST - $46.08MU% - 51.5%DIESEL

#5013DRESS BOOTBROWN100% COW LEATHERRETAIL - $285.00COST - $138.23MU% - 51.5%DIESEL

#5020LOW SNEAKERBLACK WITH STITCH TRIM100% CANVASRETAIL - $60.00COST - $29.10MU% - 51.5%TRUE RELIGION BRAND JEANS

SHOES

#5014 - BLACK


BOTTOMS

#2000BOOTCUTMEDIUM DRIFTER WASH100% COTTONRETAIL - $240.00COST - $137.17MU% - 57%TRUE RELIGION BRAND JEANS

#2001 - LIGHT RINSE

#2002STRAIGHT LEGCOLORED PANTS - ELECTRIC BLUE100% COTTONRETAIL - $196.00COST - $84.28MU% - 57%TRUE RELIGION BRAND JEANS

#2002STRAIGHT LEGSUPER T STITCH100% COTTONRETAIL - $319.00COST - $181.83MU% - 57%TRUE RELIGION BRAND JEANS

#2004 - GREY


JACKETS

#4011LEATHER JACKETBUTTON COLLAR - TAN100% CALF SKINRETAIL - $795.00COST - $365.95MU% - 54%7 FOR ALL MANKIND

#4020DENIM JACKETTRUE BLUE WASH100% COTTONRETAIL - $240.00COST - $110.40MU% - 54%7 FOR ALL MANKIND

#4021DENIM JACKETCOATED WAX - BRICK RED100% COTTONRETAIL - $218.00COST - $100.28MU% - 54%7 FOR ALL MANKIND

produCt CAtAlog

FALL 2012CATALOG

BOUTIQUECASTRO

DIVULGE

http://art8amby.wordpress.com/2010/01/27/diesel-denim-men-spring-summer-2010-ad-campaign/

m11_fa11_LyonsM.indd 1 12/7/2011 2:40:17 AM

JOE JEANS$65 USDS/S V-Neck T-Shirt S,M,L,XL,XXL#JOEJ00100

$98 USDStandard Straight Leg29, 30, 31, 32, 33, 34, 36, 38#JOEJ00200

http://thedenimguy.com/2011/06/steve-reviews-joes-jeans/


Joe’s Jeans designs, sources and distributes its Joe’s and Joe’s Jeans branded apparel products to over 1,200 retail doors in the U.S. and abroad. Joe’s produces one of the most recognized and sought-after premium denim brands in the world. Joe’s products are designed internally and sourced to specification from suppliers primarily located in the U.S., Mexico and Morocco. Finished goods are then distributed directly to Joe’s customers from its distribution center in Los Angeles. Joe’s maintains third party showrooms in New York and Los Angeles to showcase its Joe’s and Joe’s Jeans products for its customers. Joe’s has recently has opened a branch office in Paris to distribute its products in Europe.

Joe Jeans

http://thedenimguy.com/2011/07/wesley-reviews-joes-jeans/http://thedenimguy.com/2011/07/wesley-reviews-joes-jeans/


JOE JEANS$95 USDL/S Button Up Shirt S,M,L,XL,XXL#JOEJ00201




JOE JEANS$65 USDS/S V-Neck T-Shirt S,M,L,XL,XXL#JOEJ00100 - WHT#JOEJ00101 - BLK#JOEJ00102 - Grey#JOEJ00103 - Navy

JOE JEANS$65 USDL/S CrewNeck Shirt S,M,L,XL,XXL#JOEJ00110 - WHT#JOEJ00111 - BLK#JOEJ00112 - Grey#JOEJ00113 - Navy

JOE JEANS$108 USDRebel Straight Leg29, 30, 31, 32, 33, 34, 36, 38#JOEJ00210 - Stone Wash#JOEJ00210 - Medium Drifter#JOEJ00210 - Body Rinse#JOEJ00210 - Sand Blast

http://hamamori.com/sale_26668_473067680-Joes-Jeans-Mens-Brixton-Slim- http://www.seeleyclothing.com/~seeleycl/index.php?main_page=product_ http://www.seeleyclothing.com/~seeleycl/index.php?main_page=product_ http://www.seeleyclothing.com/~seeleycl/index.php?main_page=product_

http://mensfashion.about.com/od/shopping/ss/sum07tshirts_8.htm http://www.cladmen.com/apparel/denim/classic-straight-leg-jeans-10.html


JOE JEANS$128 USDBrixton Straight Leg29, 30, 31, 32, 33, 34, 36, 38#JOEJ00201

JOE JEANS$98 USDClassic Finley Cut29, 30, 31, 32, 33, 34, 36, 38#JOEJ00202

JOE JEANS$128 USDRebel Straight Leg29, 30, 31, 32, 33, 34, 36, 38#JOEJ00203

JOE JEANS$128 USDRelaxed Straight Leg29, 30, 31, 32, 33, 34, 36, 38#JOEJ00204

JOE JEANS$85 USDL/S V-Neck T-Shirt S,M,L,XL,XXL#JOEJ00100

$98 USDBrixton Straight Leg29, 30, 31, 32, 33, 34, 36, 38#JOEJ00201

http://boutiquefitted.blogspot.com/2010_10_01_archive.html

http://hamamori.com/sale_26668_473067680-Joes-Jeans-Mens-Brixton-Slim- http://hamamori.com/sale_26668_470470488-Joes-Jeans-Classic-In-Finley-

http://hamamori.com/sale_26668_470470488-Joes-Jeans-Classic-In-Finley- http://www.cladmen.com/apparel/denim/rebel-relaxed-fit-jeans-20.html


7 for ALL MANKIND$129 USDL/S Button Up Shirt S,M,L,XL,XXL#SFAM00301

$178 USDStandard Straight Leg29, 30, 31, 32, 33, 34, 36, 38#SFAM00201

Diesel$80 USDS/S Crew Neck ShirtS,M,L,XL,XXL#DIES00102

$210 USDLeather VestS,M,L,XL#DIES00310

$230 USDSAFADO Straight Leg29, 30, 31, 32, 33, 34, 36, 38, 40#DIES00202

http://models.com/work/diesel-diesel-fw-09-online-campaign/11288


Diesel jeans are considered high-octane by some in the fashion-forward set. Diesel takes pride in producing unusual yet modish men’s and women’s casual wear. The company also makes sportswear and kids’ clothes, and licenses its name to makers of jewelry, watches, leather goods (handbags, wallets), eyewear, fragrances (Only the Brave, Fuel for Life), furniture, and footwear. Diesel’s products are sold in more than 80 countries through department stores and specialty retailers, as well as at about 400 company-owned Diesel stores globally. The company also markets its goods through catalogs. CEO and owner Renzo Rosso founded Diesel in 1978.

Diesel

http://homotography.blogspot.com/2011/02/diesel-denim-ss11-dirty-jobs.html http://homotography.blogspot.com/2011/02/diesel-denim-ss11-dirty-jobs.html






http://models.com/work/diesel-diesel-fw-09-online-campaign/11288 http://models.com/work/diesel-diesel-fw-09-online-campaign/11288



Diesel$180 USDL/S Button Up ShirtS,M,L,XL,XXL#DIES00203

Diesel$280 USDLarkee Straight LegS,M,L,XL,XXL#DIES00205

Diesel$280 USDHigh Lace Up Boot7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#DIES00400

Diesel$210 USDLow Lace Up Boot7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#DIES00402

Diesel$140 USDMid Lace Up Sneaker7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#DIES00402

Diesel$120 USDLace Up Sneaker7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#DIES00501

http://homotography.blogspot.com/2011/02/diesel-denim-ss11-dirty-jobs.html http://homotography.blogspot.com/2011/02/diesel-denim-ss11-dirty-jobs.html http://homotography.blogspot.com/2011/02/diesel-denim-ss11-dirty-jobs.html http://homotography.blogspot.com/2011/02/diesel-denim-ss11-dirty-jobs.html

http://www.clothes-shop.net/men/diesel/


http://www.clothes-shop.net/men/diesel/ http://www.clothes-shop.net/men/diesel/ http://www.clothes-shop.net/men/diesel/




True Religion$132 USDL/S Western Poplin Shirt S,M,L,XL,XXL#TRUE00101

$332 USDPremium Vintage Billy29, 30, 31, 32, 33, 34, 36, 38#TRUE00202

http://thefashionistoimages.com/2011/7/gabrielaubrey1.jpg


Jeffrey Lubell founded True Religion in 2002 with the intention of redefining premium denim. His vision was to make quality, American-made, authentic, timeless, great fitting, 1970’s inspired jeans wear, with a trendsetting appeal for today’s consumer. Today, True Religion Brand Jeans is known not only for its denim, but also for its knit and woven sportswear, such as t-shirts, western shirts, sweatshirts and sweatpants that all have that vintage feel. True Religion’s commitment to perfect fit, timeless style and that hippie bohemian chic flair have solidified True gion’s brand position as a leader in premium denim and casual sportswear globally.

True Religion

http://thefashionistoimages.com/2011/7/gabrielaubrey1.jpghttp://hnbirmingham.blogspot.com/2011/06/true-religion-menswear-denim-must-have.html




http://thedenimguy.com/2011/05/christian-reviews-true-religion-truereligion/

True Religion$258 USDBobby Straight Leg Titan Stitch29, 30, 31, 32, 33, 34, 36, 38#TRUE00200


http://thefashionistoimages.com/2011/7/gabrielaubrey1.jpg http://thefashionistoimages.com/2011/7/gabrielaubrey1.jpg


$332 USDPremium Vintage Ricky29, 30, 31, 32, 33, 34, 36, 38#TRUE00203


$284 USDBasic Vintage Jack29, 30, 31, 32, 33, 34, 36, 38#TRUE00204


True Religion

$48 USDS/S Crew Neck Shirt S,M,L,XL,XXL#TRUE00103

True Religion

$132 USDL/S Western Poplin Shirt S,M,L,XL,XXL#TRUE00103

True Religion

$285 USDBobby BIG QT29, 30, 31, 32, 33, 34, 36, 38#TRUE00205

True Religion$80 USDLow Casual Sneaker7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#TRUE00400

True Religion$80 USDLow Casual Sneaker7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#TRUE00401

True Religion$160 USDMid High Fold Sneaker7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#TRUE00402

True Religion$210 USDLow Strap Leather Shoe7, 8, 8.5, 9, 9.5, 10, 10.5, 11, 12, 13#TRUE00403

True Religion

$69 USDS/S Crew Neck Shirt S,M,L,XL,XXL#TRUE00103

http://www.vanmildert.com/mens-1/t-shirts-88/true-religion-mens-hot-232015.htm http://www.vanmildert.com/mens-1/t-shirts-88/true-religion-mens-hot-232015.htm http://www.vanmildert.com/mens-1/t-shirts-88/true-religion-mens-hot-232015.htm http://hnbirmingham.blogspot.com/2011/06/true-religion-menswear-denim-

http://findnsave.sacbee.com/Products/Journeys?catname=Classic+%26+Fas http://findnsave.sacbee.com/Products/Journeys?catname=Classic+%26+Fas http://findnsave.sacbee.com/Products/Journeys?catname=Classic+%26+Fas http://findnsave.sacbee.com/Products/Journeys?catname=Classic+%26+Fas


http://www.panoramio.com/photo/16957386


Sincerely,Matthew P. Lyons

Divulge Boutique Owner

ABOUT DIVUGLEDivulge Boutique offers a fresh perspective on today’s fashion. We are extremely loud:something the Divulge man will respond well to. We focus on providing gay men with the Hottest fashion that can be seen in the Castro District in San Francisco and West Hollywood in Los Angeles, two of the flashiest gay communities. Divulge gets the best fashion from the top Premium Denim vendors: 7 for All Mankind, JoeJeans, Diesel, True Religion, and DSquared. Divulge Boutique will carry men’s fashion denim, sportswear, and shoes. Our primary product will be jeans including Premium, Vintage, and Designer Collections. Sportswear will include Logo T-Shirts, Long-Sleeved Button-Up Shirts, and Polos. All items will be hand-picked by Divulge Boutiques owner. Products are offered in a moderate to better price point. Divulge Boutique’s vision is to give consumers a shopping experience that is truly unique. Adopting a Gay Male’s sensibility in the things we provide, Divulge Boutique hopes to introduce the endearing and innovative fashion sense of the men from Castro and West Hollywood to all people. Divulge Boutique markets unique, fitted shirts and premium denim for homosexual men, but attractive to all. With up to date technology, we generate profits for growth. We educate employees in culture, diversity, and management. Divulge Boutique supports the LGBT Community and gives generously to the communities where we operate. Elevated interest for business principles and community responsibility is an essential Divulge Boutique philosophy. Divulge Boutique sells men’s fashion from innovative and peculiar designers that Gay Male’s prefer for the any, fashionable city man to be able to express their unique fashion sensibilities in a time of desired individuality.

“…the Hottest fashion that can be seen in the Castro District in San Francisco and West Hollywood in Los Angeles…”




http://thedenimguy.com/2011/08/7-for-all-mankind-fall-campaign-7fam/


Diesel$80 USDS/S VNeckS,M,L,XL,XXL#DIES00101

$580 USDLeather Biker JacketS,M,L,XL#DIES00301


http://models.com/work/diesel-diesel-fw-09-online-campaign/11288


The story of premium denim is one that is intricately intertwined with the launch of 7 For All Mankind in Los Angeles, California in the Fall of 2000. 7 For All Mankind was the first company to truly bring premium denim to scale, marking Los Angeles, California as denims’ venerable center for research and development worldwide changing the landscape of denim forever. 7 For All Mankind’s premium jeans literally exploded onto the scene, quickly earning critical acclaim and an immediate following for its innovative use of fits, fabrics, and finishes in denim.

7 for All MANKIND

http://thedenimguy.com/2011/05/reader-review-christian-reviews-7-for-all-mankind-7fam/http://www.farfetch.com/shopping/men/7-for-all-mankind/cat-jeans/7-for-all-mankind-straight-leg-jean-item-10127000.aspx


7 for ALL MANKIND$69 USDS/S Graphic T-Shirt S,M,L,XL,XXL#SFAM00101


http://thedenimguy.com/2011/06/wesley-reviews-7-for-all-mankind/






7 for ALL MANKIND$69 USDS/S Crewneck T-Shirt S,M,L,XL,XXL#SFAM00101



7 for ALL MANKIND$69 USDS Crewneck T-Shirt S,M,L,XL,XXL#SFAM00104

http://www.altrec.com/marmot/mens-sonar-teehttp://bluejeanshops.com/proddetail.asp?prod=479234611http://www.denimhunt.com/denimhunt/denim_designer/page/3/http://bootsnallonline.co.nz/index.php?main_page=index&cPath=24_86

http://www.priceinspector.co.uk/p/button%20up%20cardigans/f/desc,True/ http://www.altrec.com/burton/mens-denim-shirt http://www.gear.com/p/element-weyburn-l-s-shirt-red-mens http://www.stylebop.co.uk/seven-for-all-mankind/seven-for-all-mankind


7 for ALL MANKIND$178 USDStandard Straight Leg29, 30, 31, 32, 33, 34, 36, 38#SFAM00203

7 for ALL MANKIND$178 USDLow-Rise Bootcut Leg29, 30, 31, 32, 33, 34, 36, 38#SFAM00204

7 for ALL MANKIND$178 USDSlimmy Leg29, 30, 31, 32, 33, 34, 36, 38#SFAM00205

7 for ALL MANKIND$178 USDLoose Bootcut Leg29, 30, 31, 32, 33, 34, 36, 38#SFAM00206

http://www.wow.ie/tag/mens-fashion/



http://jeans-genie.blogspot.com/2010/12/7-for-all-mankind-seven-sfam-rigid.html

http://crunkish.com/top-ten-designer-jean-brands/

http://www.wow.ie/tag/mens-fashion/

http://www.farfetch.com/shopping/men/7-for-all-mankind/cat-jeans/7-for-all-


Brand Marketing

With the re-branding of Starbucks in 2011, the company has posit ioned itsel f for future growth. I have created a new brand extension for Starbucks, which wi l l cater to thei r cur rent consumers ’ love for Starbucks ’ di f ferent aromas. I wanted to target Starbucks ’ cur rent customers instead of t r y ing to gain a new type of customer. The concept I created is for a f ragrance and lot ion l ine f rom Starbucks to add to thei r cur rent products.

In the Brand Market ing course, I developed an ent i re f ragrance and lot ion col lect ion for the company. I t includes my understanding of product descr ipt ions, pr icing, placement, customer prof i le, promotional plan, and advert is ing plan.

The brand extent ion is cal led Starbucks Body. The col lect ion wi l l consist of two product l ines : Starbucks Per fume, which is based upon the f lavors and syrups Starbucks of fers, and Starbucks Lot ions, which is based upon the Starbucks Blended Crème Frappuccinos. This is a new idea for Starbucks to pursue that wi l l increase sales and revenue. Ever y Starbucks coffee customer wi l l love to have the aromas of Starbucks with them at al l t imes.

produCt desCription

Current ProductsStarbucks ’ cur rent cups provided inspi rat ion in making the new brand extension. The cups display the company logo, dr ink option boxes, and a “Caution Hot ” statement on the hot beverage cups. Also found on each cup is a “ Way I See It ” statement that was created by the CEO Howard Schultz. In addit ion, each cup is easy to hold and convienent for the customer.

Hot BeveragesHot beverage cups are white paper cups. They come in f ive di f ferent s izes : sample cup at 4 ounces, short cup at 8 ounces, tal l cup at 12 ounces, grande cup at 16 ounces, and vent i cup at 20 ounces.

Cold BeveragesCold beverage cups are see-through, plast ic cups. They come in four di f ferent s izes : tal l cup at 12 ounces, grande cup at 16 ounces, vent i cup at 22 ounces, and trenta cup at 31 ounces.

produCt desCription

Starbucks PerfumePer fume scents : Vani l la, Cinnamon Dolce, White Mocha, Chai, Peppermint, and Ju icy Raspberr y. Bott les represent the iced cups.

Made of glass with spray atomizer.

Three di f ferent s izes.

Starbucks Lotion

Lot ion scents : Vani l la Bean, Strawberr ies and Crème, Green Tea, and Double

Chocolatey Chip.

Bott les represent ing the hot cups.

Made of plast ic with lot ion pump.

Four di f ferent s izes.

PricingEau de cologne 3 oz.$18.95

Eau de cologne 5 oz.$24.95

Eau de cologne 8 oz.$32.95

PricingLotion 8 oz.

$6.95

Lot ion 12 oz.$10.95

Lotion 16 oz.$14.95

Lotion 18 oz.$18.95

benefits, plACeMent, & risks

BenefitsThe Starbucks Body Col lect ion wi l l give the Starbucks customer many benef i ts. I t ’ s gourmet coffee aroma is for ever yone, having a coffee scent to keep one moving. Starbucks Body wi l l be a person’s dai ly luxur y and wi l l make a customer ’s exper ience at the store more pleasurable. They can ask themselves, “ What f lavor should I wear and dr ink today?” Overal l , the Starbucks Body Col lect ion can be descr ibed in three concepts : luxur y, h istor ical, and pleasure.

PlacementThe Starbucks Body Col lect ion wi l l be avai lable for purchase in a var iety of locations. The f i rst product placement for the col lect ion wi l l be in al l corporate Starbucks stores. I f the col lect ion does wel l in the corporate stores, Starbucks wi l l then al low thei r l icensed Starbucks stores to sel l the product. Eventual ly, the Starbucks Body Col lect ion wi l l also be sold on the Starbucks website.

RisksThe Starbucks Body Col lect ion would be a ver y benef ical and prof i table opportunity for the company, but Starbucks st i l l has to look at the potent ial r isks that could ar ise. Some could see this col lect ion as an attempt to use up some customers equity. This col lect ion is also not what Starbucks is known for and may cause people to quest ion the product. People may not understand Starbucks ’ reasoning behind this new product and may ask themselves where Starbucks is going with th is idea. I t may possibly hurt the Starbucks name and i f the product fai ls, Starbucks ’ reputat ion would suf fer.

CustoMer profile

DemographicsThe Starbucks customer is loyal, f ree-spi r i ted, and express ive. Thei r main target consists of young adults, 18 to 25, to adults, 30 to 45. They have an equal gender range of females and males. Thei r work ing income is f rom $60,000 to $100,000. The average customer is in thei r culmination stage and mainly caucasian. With such a wide range of a customer demographic, thei r customers are both Generat ion X and Generat ion Y.

GeographicsStarbucks is a large, wor ldwide company, so thei r customer ’s geographic locations can be hard to place. So most can be found in urban-metropol i tan and suburbian areas around the wor ld.

PsychographicsThe Starbucks customers have a wide var iety of pleasures and fu l f i l l ing l i festy les. They are extremely social, ver y outgoing, and fu l l of l i fe. They l ike to take care of thei r bodies and have a healthy out look on l i fe. Along with enjoying thei r coffee, they enjoy beauty essent ials. Having a good eye for shopping makes this one of thei r favor i te after work activ i t ies. They enjoy browsing and furnishing thei r homes.

proMotionAl plAn

Launch PartyStarbucks would host a launch party where Howard Schultz, CEO of Starbucks, can int roduce Starbucks Body. With Howard Schultz host ing the party, he could discuss Starbucks ’ choice to create this col lect ion to explain the company ’s di rect ion of the new l ine. There would be many celebr i t ies at th is event, to promote the product. After the speeches and int roduction of the product there could be f ine dining and then a party with beverages and a DJ.

CharityStarbucks ’ CEO, Howard Schultz, wi l l also be host ing a char i ty event.At th is event, he would be invit ing celebr i t ies and company execut ives that are connected to the RED Foundation, an AIDS char i ty foundation. The event wi l l connect Starbucks Body with The RED Foundation by donating a percentage of the sales.

Social NetworkWhen a consumer becomes f r iends or l i kes Starbucks on Facebook, they ’ l l receive special announcements about the new Starbucks Body Col lect ion. There wi l l be posts promoting Starbucks Body. Once they add Starbucks ’ Facebook page, they get a “Buy One, Get the 2nd Half-Off ” coupon for joining.

Advertising plAn

BillboardThe start of the Starbucks Body advert is ing plan wi l l be placing bi l lboards in high t raf f ic areas of top market cit ies. This wi l l att ract many consumers and make a memorable impress ion quick ly.

NewspaperNewspapers are the or iginal advert is ing plans for most businesses. I t is a wel l-known American dai ly habit. This advert is ing wi l l be seen by Americans and others in foreign countr ies.

Public TransitThe bi l lboard advert isement can be better seen when placed on publ ic t ransit. This is reaching the publ ic with the product. This is another great tool for promotion, h i t t ing the busiest parts of cit ies.

ProductDevelopment

Lil’ Rockers

by Rock RevivalRock Revival has been a growing and prosperous comany s ince i t started in 2005. The company is now ready for future growth. I created a new product extension for the brand, which is centered on a consumer with chi ldren and young ones in thei r l ives. Specif ical ly, I targeted Rock Revival ’s cur rent core customers instead of attempting to gain a new type of consumer. I have developed chi ldren’s apparel for Rock Revival to supplement thei r cur rent sportswear and denim col lect ions.

In the Product Development class, I created an ent i re col lect ion of chi ldren’s wear for Spr ing and Summer 2013. I t includes l ine plans, product assortments, branding, and technical sheets. This is a student project of how I would see Rock Revival start ing a l ine for chi ldren.

About

About Rock RevivalRock - noun: A genre of music that represents f reedom of express ion and l iberat ion.

Revival - noun: restorat ion to l i fe, consciousness, v igor , st rength

According to the Rock Revival company prof i le on thei r website, “Establ ished in 2005 and based in Los Angeles, Rock Revival outf i ts the men and women of today - the new rebels - who forge a path of thei r own. Rock and Rol l is the steady heartbeat that pulses in the background of society ’s evolut ion, constant in i ts miss ion to inspi re. Rock Revival denim boasts impeccable f i t , innovative wash t reatments and super ior denim qual i ty . Detai ls such as f lowing st i tch l ines, back pocket reverse f leur de l is and hardware create a unique blend of rocker aesthet ic . I t ’ s a brand that sets i tsel f apart f rom the rest . ”

“Everyday we create denim that is inspi red by Rock and Rol l , the same Rock and Rol l that has broken down barr iers of race, class and gender ; and continues to inf luence att i tudes and l i festy les today.”

CompetitorsThe current chi ldren’s wear market is not dominated by any one brand. The companies that possess the biggest threat to Rock Revival start ing a chi ldren’s wear l ine are True Rel igion Brand Jeans and Diesel. They both have thei r chi ldren’s l ine resemble thei r adult l ine, which is exact ly what Rock Revival would do. Also, thei r pr ice points are both ver y s imi lar to how Rock Revival pr ices thei r products.

by Rock Revival

logo

The font must always be in Engl ish Town.

L i l ’ Rockers must be double the s ize of the second l ine.

L i l ’ Rockers can be used without the secondary header . Logo can be used in black and white.

Never place logo on a color background.

Never place logo in a border or distort the s ize.

Rules of UseR = 231 G = 95B = 33

Primary Palette

Secondary Palette

Primary Font

Lil’ Rockers

by Rock Revival

English Towne - Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()

C = 4 M = 77Y = 100

K = 0

R = 0 G = 0B = 0

C = 0 M = 0Y = 0

K = 100

Secondary Font

Copy Text

Champagne & Limousines- Bold



1234567890!@#$%^&*()

Lil’ Rockers

inspirAtion & tArget MArket

• 35 - 45• 49% males, 51% females• $75,000 - $130,000• Have Chi ldren• Rise Stage• Mainly Caucasian• Generation X• Suburban Areas• Middle/Upper Class Fami l ies• Fun Fashion Sense• Other brands they wear : Roar, Af f l ict ion, Miss Me, & 7 Diamonds • Drive sports & luxury vehicles . • Spend f ree t ime at mal ls , lakes, barbecues, chi ldren’s gather ings in the neighborhood, • Music they l ike: rock, class ic rock

pACkAging

Hang Tag Button Replacement Pouch

Lil’ Rockers by Rock Revival

DominicBoys

Slim Straight Leg Jeans

Made Exclusively

for Nordstrom

The packaging for the Li l ’ Rockers ’ col lect ion wi l l consist of a hang tag and a button replacement pouch. The hang tag wi l l have the logo on the f ront and the back of the tag wi l l have the product information. The name for each sty le of jeans wi l l consist of a boy’s or gi r l ’ s name for each type of jean and an “exclus ively made for” message. The button replacement pouch is just that, a smal l , black velvet drawstr ing pouch that wi l l t ie on the denim belt loop with an extra button ins ide.

produCt

Lil’ Rockers

Essent ials - Boys

Short-Sleeve Crew Neck T-Shi r t

Short-Sleeve Hoodie-Shi r tLogo Tank Top

Short-Sleeve V-Neck Shi r tLong-Sleeve Button Up Shi r t

Drawstr ing ShortsDenim Cut-Off Shorts

Logo Jean Overal lsSl im-Straight Leg Jeans

Straight Leg Pants

Spring/Summer 2013

produCt

Lil’ Rockers

Essent ials - Gir ls

Short-Sleeve Crew Neck T-Shi r tT ie Strap Tank TopShort-Sleeve Button Up PoloTank TopDouble-Front Pocket Sk i r tMid - Cuffed ShortJean Dress Overal lEmbroided JeggingWide Leg jeansSl im-Straight Leg Jeans

Spring/Summer 2013

line sheet

Style #: SSB100Description: Short-Sleeve Crew Neck T-Shirt

Fabric: 100% CottonRetail: $24.00 USD

Style #: SSB200Description: Short-Sleeve Hoodie-Shirt


Style #: SSB300Description: Tank TopFabric: 100% CottonRetail: $18.00 USD

Style #: SSB150Description: Short-Sleeve V-Neck T-Shirt


Style #: SSB950Description: Straight Leg Pants

Fabric: 100% Twill/CottonRetail: $80.00 USD

Style #: SSB800Description: Slim-Straight Leg Jeans


Style #: SSB901Description: Logo Jean Overalls


Style #: SSB250Description: Long-Sleeve Button Up Shirt


Color #SS01

Color #SS02

Color #SS05

Color #SS04

Color #SS05

Color #SS01

Color #SS02

Color #SS07

Color #SS08

Color #SS03

Color #SS04

Color #SS03

Color #SS04

Medium Stone Wash

Dark Wash

Black Twill

Grey Twill

Stone Wash

Spring/Summer 2013 Boy’s Essentials

Style #: SSB300Description: Short-Sleeve Crew Neck T-Shirt


Color #SS01

Color #SS02

Color #SS06

Style #: SSB400Description: Denim Cut-Off Shorts


Color #SS06

Medium Stone Wash

Stone Wash

Medium Stone Wash

Dark Wash

Stone Wash

Color #SS02

Khaki Twill

Boy ’s Sportswear Sizes : XS, S, M, L, & XLBoy ’s Shorts : XS, S, M, L, & XL

Boy ’s Jeans/Pants : 2T, 3T, 4T, 5T, 6T, 7T, 8T, 9T, 10T, 12T, & 14T

Sizes

line sheet

Style #: SSG100Description: Short-Sleeve Crew Neck T-Shirt


Style #: SSG200Description: Tie-Strap Tank Top


Style #: SSG150Description: Short-Sleeve Button Up Polo


Style #: SSG250Description: Tank TopFabric: 100% CottonRetail: $12.00 USD

Style #: SSG300Description: Double Front Pocket Skirt


Style #: SSG400Description: Mid-Cuffed Shorts

Fabric: 100% Twill/CottonRetail: $65.00 USD

Style #: SSG501Description: Jean Dress Overall


Style #: SSG600Description: Embroided Jeggings

Fabric: 74% Cotton, 24% Poly, 2% SpandexRetail: $75.00 USD

Style #: SSG100Description: Wide legged Jeans


Style #: SSG100Description: Slim-Straight Jeans


Color #SS09

Color #SS10

Color #SS11

Color #SS12

Color #SS13

Color #SS14

Color #SS15

Color #SS11

Color #SS10

Color #SS13

Color #SS12

Color #SS14

Color #SS13

Medium Stone Wash

Dark Wash

Color #SS09

Color #SS13

Color #SS16

Spring/Summer 2013Girl’s Essentials

Color #SS16 Color #SS15

Black Twill

Grey Twill

Khaki Twill Stone Wash

Medium Stone Wash

Dark Wash

Stone Wash

Medium Stone Wash

Dark Wash

Stone Wash

Gir l ’ s Sportswear Sizes : XS, S, M, L, & XLGir l ’ s Shorts : XS, S, M, L, & XLGir l ’ s Jeans/Pants : 2T, 3T, 4T, 5T, 6T, 7T, 8T, 9T, 10T, 12T, & 14T

Sizes

Advertising

Lil’ Rockers

Lil’ Rockers

Lil’ Rockers

Rock Revival

The advert is ing campaign for L i l ’ Rockers wi l l be based on images of k ids wearing the clothing and enjoying themselves. Here are three examples of what the campaign wi l l resemble. These are also three di f ferent ly s ized ads that could be used in di f ferent types of promotional mater ial , such as: magazines, newspapers , mai lers , etc.

1/4

Pag

e A

d1/

3 Pa

ge

Ad

Full Page Ad

MArketing

&

Rock Revival

Join us. Newest, Rockin’ Line for Rock Revival.

Sunday3/10/2013

Lil’ Rockers

We know you like your Rock Revival attire, now it’s the kids turn.We’re joining with Nordstrom at the Grove in West Hollywood to launch

Fashion Show from 6 -7pm.

Nordstrom the Grove189 The Grove Dr.Los Angeles, CA 90036(323) 930-2230

This is your invitation to the show. Bring this with you to the show and receive

50% OFF your Lil’ Guy or Gal’s first pair of Rock Revivals.

Lil’ Rockers

Rock Revival

Rock Revival HQ4631 S. Alameda Los Angeles, CA 90058

PresortedFirst Class MailU.S. Postage

PaidLos Angeles, CAPermit No. 243

Michael Stratford7678 Santa Monica Blvd. Los Angeles, CA 90058

The market ing plan for L i l ’ Rockers wi l l start with a di rect mai ler sent out to al l of the Nordstrom shoppers in the Nordstrom data base. The mai ler wi l l be an announcement of the launch party fashion show for the Li l Rockers col lect ion and wi l l also double as a coupon for a discount. The other market ing piece wi l l be large bi l lboard images that wi l l resemble l i t t le k ids rockin ’ thei r Rock Revival outf i ts . I t wi l l be placed at al l of the major Nordstrom locations that wi l l be offer ing this new col lect ion.

Direct Mailer

Billboard Marketing

ProductDevelopment

John Varvatos is now a complete men’s l i festy le brand that includes footwear, bags, belts , eyewear, l imited edit ion watches, men’s f ragrances, as wel l as the younger, edgier John Varvatos USA col lect ion and the Converse by John Varvatos col lect ion. The col lect ions are dist r ibuted in f reestanding John Varvatos boutiques across the U.S. and onl ine, as wel l as in better specialty stores throughout the wor ld.

John Var vatos women’s wear is a new sub brand featur ing pants, jeans, outerwear, and sportswear. The product l ine targets women who want to be profess ional yet st i l l possess an edgy and rock aesthet ic, whether they are at thei r workplace or having a night out on the town. The apparel wi l l be made to f i t a woman per fect ly and help customers look and feel wonder fu l . This product extension wi l l al low John Var vatos to reach a new target market : wives, gi r l f r iends, or f r iends of the male var vatos customer.

In the Senior Project class, I created a product development project of an ent i re col lect ion of women’s wear for Fal l 2013. I t includes l ine plans, product assortments, branding, and technical sheets. This is a student project that shows how I would see John Var vatos start ing a l ine for women.

Womenswear Extension

About us

About John VarvatosLaunched in 2000 with a col lect ion of tai lored clothing and sportswear, John Varvatos is now a complete men’s l i festy le brand that includes footwear, bags, belts , eyewear, l imited edit ion watches, men’s f ragrances, as wel l as the younger, edgier John Varvatos USA col lect ion and the Converse by John Varvatos col lect ion. The designer has been recognized three t imes by the CFDA with an American Fashion Award for New Menswear Designer ( June 2000) and Menswear Designer of the Year ( June 2001 and June 2005) and was honored as GQ ’ s “Designer of the Year” in 2007. The col lect ions are dist r ibuted in f reestanding John Varvatos boutiques across the U.S. and onl ine, as wel l as in better specialty stores throughout the wor ld.

CompetitorsThe current women’s wear market is not dominated by any one brand. The companies that possess the biggest threat to John Varvatos’ women’s wear extension are AJ - Armani Jeans, 7 for Al l Mankind, and Lauren by Ralph Lauren. They al l have women’s l ines resembl ing thei r men’s l ine, forming an ent i re col lect ion, which is exact ly what John Varvatos wi l l do. Also, thei r pr ice points are both very s imi lar to John Varvatos’ women’s l ine.

logo

rules of useThe font must always be in comic sans ms.

Logo can be used in black and white.

Never place logo on a color background.

Never place logo in a border .

Never distort the s ize of the logo.

primaryr = 0g = 0b = 0

secondaryc = 0M = 0Y = 0K = 100

r = 240g = 53b = 230

c = 26M = 80Y = 0K = 0

primary font secondary fontMINION PRO



0123456789

!@#$%^&*():”?/

COMIC SANS MSABCDEFGHIJKLMNOPQRSTUVWXYZ


0123456789

!@#$%^&*():”?/

inspirAtion

tArget MArket

“young digerati”US Households: 1,397,823 (1.20%)Median HH Income: $85,599

Li festy le & Media Traits

Order f rom expedia.comGo water sk i ingRead The EconomistWatch Independent F i lm ChannelAudi A3

Demographics Traits

Gender : femaleUrbanicity : UrbanIncome: Upper Class Income Producing Assets : E l i te Age Ranges: 25-44 Presence of Kids : Fami ly Mix Homeownership: Mix , Renters Employment Levels : Management Education Levels : Graduate Plus Ethnic Divers i ty : White, Asian, Hispanic, Mix

http://www.clar i tas .com/MyBestSegments/Default . j sp?ID=37&id1=1027&id2=04

AdvertiseMents

Print adsThe advert is ing campaign for John Varvatos women’s wear wi l l be presented by Pink . Here are two examples of what the campaign wi l l resemble. These are also two di f ferent ly s ize ads that could be used in di f ferent types of promotional mater ial , such as: magazines, newspapers , mai lers , etc.

THE NEW WOMENS COLLECTION FALL 2013

THE NEW WOMENS COLLECTION FALL 2013

produCt

john varvatos usa womeswear essentials fall 2013

Cable Neck L/S Sweater Square Neck L/S Sweater

Col lard Vest Topcoat

Raincoat L/S V-Neck Blouse

L/S Blouse Leather Corset Dress

Sl im Leg Jeans One Button Short Blazer

Moto Leather Jacket

Two Button Short Blazer Wide Leg Pants

Tr im Denim Coat Denim Ski r t One Sleeve Short Dress

One Button Blazer Tr im Mid-Ski r t

No-Button Blazer Sk inny Pants

line sheet

Fall 2013 essentialsWomen’s Dress Sizes : XS, S, M, L , & XL

Women’s Sportswear Sizes : XS, S, M, L , & XLWomen’s Jean/Pant Sizes : 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34

Style #: JVWF100Descr ipt ion: Cable Neck L/S Sweater

Fabric : 100% CottonRetai l : $129.00 USD

Sty le #: JVWF110Descr ipt ion: Square Neck L/S Sweater


Sty le #: JVWF200Descr ipt ion: Vest


Sty le #: JVWF300Descr ipt ion: Tr im Short One Button Blazer


Sty le #: JVWK900 ( l imited edit ion)Descr ipt ion: Corset Leather Dress

Fabric : 100% LeatherRetai l : $1024.00 USD

Sty le #: JVWF400Descr ipt ion: L/S V-Neck Blouse


Sty le #: JVWF410Descr ipt ion: L/S BlouseFabric : 100% CottonRetai l : $85.00 USD

Sty le #: JVWF500Descr ipt ion: Moto Leather Jacket

Fabric : 100% leatherRetai l : $754.00 USD

Sty le #: JVWF001Descr ipt ion: Sl im leg jeans


COLOR #JV01

COLOR #JV02

COLOR #JV03

COLOR #JV04

COLOR #JV05

COLOR #JV06

COLOR #JV02

COLOR #JV01

COLOR #JV04

COLOR #JV07

COLOR #JV08

COLOR #JV04

MEDIUM STONE WASH

DARK WASH

STONE WASH

GREY PLAID

COLOR #JV05

COLOR #JV06

PINSTRIPE

TAN STRIP

COLOR PLAID

BLACK LTHR

BLUE LTHR

RED LTHR

BLACK LTHR

line sheet

Women’s Dress Sizes : XS, S, M, L , & XLWomen’s Sportswear Sizes : XS, S, M, L , & XL

Women’s Jean/Pant Sizes : 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34 Fall 2013 essentials

Style #: JVWK600Descr ipt ion: One Button Blazer


Sty le #: JVWK610Descr ipt ion: Tr im Mid-Ski r t

Fabr ic : 100% CottonRetai l : $114.00 USD

Sty le #: JVWK620Descr ipt ion: Coat


Sty le #: JVWK630Descr ipt ion: Sk i r t

Fabr ic : 100% CottonRetai l : $94.00 USD

Sty le #: JVWK800Descr ipt ion: Sk inny SuitFabric : 100% CottonRetai l : $624.00 USD

Sty le #: JVWK700Descr ipt ion: RaincoatFabric : 100% CottonRetai l : $354.00 USD

Sty le #: JVWK710Descr ipt ion: TopcoatFabric : 100% CottonRetai l : $414.00 USD

Sty le #: JVWK640Descr ipt ion: 2 Button Short Blazer


Sty le #: JVWK650Descr ipt ion: Wide Leg Pants


Sty le #: JVWK755Descr ipt ion: One Arm Dress


TAN STRIP

COLOR PLAID

TAN STRIP

COLOR PLAID

COLOR #JV04

COLOR #JV05

COLOR #JV09 PINSTRIPE

TAN STRIP

COLOR PLAID

COLOR #JV10

COLOR #JV02

COLOR #JV03

COLOR #JV10

COLOR #JV02

COLOR #JV03

COLOR #SS01

TAN STRIP

COLOR #SS01

TAN STRIP

COLOR #JV00

COLOR #JV11

COLOR #JV12

COLOR #JV02

COLOR #SS02

COLOR #JV10

COLOR PLAID COLOR PLAID

pACkAging

price tagJohn Varvatos uses a standard hang tag for his USA l ine for the men’s col lect ion. For the women’s l ine, the tag wi l l resemble the or iginal tag , but wi l l have a couple of changes. The star in the logo wi l l not be red, but wi l l be a br ight pink/purple to show that i t ’s the women’s l ine. On the back s ide of the tag wi l l be the pr ice and product information.

26WM

8 UK36 EUR66 CM

JV USA W - SLIM LEG JEANS JVWF001DARK INDIGO WASH

WWW.JOHNVARVATOS.COM

MADE IN CHINA/FABRIQUE EN CHINA

MArketing

facebookJohn Varvatos al ready has a Facebook page for his l ines, but wi l l have a seperate page for the womenswear l ine. This wi l l help women consumers get involve with the new l ine, see upcoming events , take a sneak peek at the product, and feel a part of the new l ine.

fashion showJohn Varvatos wi l l do a launch party for the new women’s wear l ine. Since the advert is ing campaign is with the s inger Pink , i t would only be r ight to include her . Pink wi l l give a l ive performance whi le the models walk the runway.

MAtthew p lyonsFashion Marketing and Management

530.414.0335 | [email protected]

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