Tricia Brooks | Heather Frey | Paula Lam

target market

Zooey

demographico Age 21 – 30o Lives in a large city like San

Francisco or Los Angeleso $60,000 - $80,000 annual income

psychographico Values fashionable, yet comfortable,

high quality garmentso Delicate and feminineo Enjoys fashion, the arts, indie popo Interested in vintage fashion and

sustainable designo Admires beauty icons of the pasto Avid fashion and design blog

reader

competitors

branding

line development

fabrics

line sheet

cost sheet

cost sheet

cost sheet

cost sheets

cost sheet

specifications sheet

sales sample

sustainability

o Joliesse chooses to use recycled lace in many of our products.

o Laces that have aged with grace and beauty make our pieces special.

o Zooey, Joliesse’s target customer, is a vintage aficionado who will love its incorporation into our new garments.

assortment plan

Style Color 0 2 4 6 8 10 12 Total#J12012 Grace Dress Black/Cream 2 2 3 4 3 2 2

18Black/Black 3 3 4 5 4 3 3 25

#J22012 Ava Dress Blush 2 2 3 4 3 2 2 18Peach 2 2 3 4 3 2 2 18

#J32012 Sophia Dress Lavender 2 2 3 4 3 2 218Nude 3 3 4 5 4 3 3 25

#J52012 Marilyn Blouse Black/Cream 2 2 3 4 3 2 218Cream/Black 2 2 3 4 3 2 2 18

#J42012 Audrey Shorts Peach 2 2 3 4 3 2 218Nude 3 3 4 5 4 3 3 25

201 units = $14,093.27 wholesale $28,186.54 retail

retail floor plan

retail environment

retail fixtures

Robert H. Ham Fixtures

T-Stando Displays Grace & Sophia

dresses

Clothing Racko Displays Ava

dress

Four-Wayo Displays Marilyn blouse &

Audrey shorts

window display

sustainability

o Joliesse’s shopping bags, given free of charge to customers, are made of scrap lace left over from the production of our garments.

o Shopping bags can be repurposed as a ditty bag, to store lingerie in.

o Customers who return to shop in the store and re-use their shopping bag will receive 5% off their purchase total.