Who is Alyssa? ● Owner and Creative Director of Chicago’s bridal line

Alyssa Kristin

● Attended University of Wisconsin, Madison and studied accounting.

● Collection “effortlessly balances timeless elegance with

Hollywood glamour”

● Alyssa’s line includes bridal gowns, bridesmaid dresses, & bridal accessories

● Designer in Residence (DIR) at the Chicago Fashion

Incubator (CFI) at Macy’s on State Street.

LookBook

http://issuu.com/akristin/docs/final_lookbook?e=

10420220/6878158

Deliverable #1 & #2

● Create list of Chicago media outlets with contact information

● Create detailed listing of bridal boutiques and buyers (focus on boutiques that carry other nontraditional

wedding dress designers) that are in-line with Alyssa’s target market

Boutique Research

Designer Research

Media Research

SWOT Analysis

Strengths: 1. Price point

2. Locally crafted in Chicago

3. Non- traditional

4. Detailed

5. Complete line of bridal gowns, bridesmaid dresses and accessories

6. Appeals to a variety of brides

Opportunities: 1. Retail online

2. Retail at more boutiques

3. Designer in Residence at the Chicago Fashion Incubator at Macy's on State

street

4. Unique, non-traditional

5. Collaborating with Columbia College Fashion Students

6. Networking through events

Weaknesses:

1. New in the market

2. Not sold online

3. Low social media presence

4. Currently retailed only at 1 boutique

Threats:

1. Established designers in the market

2. Not known to many

3. No degree in fashion

4. Inexperienced

5. Non-traditional

Deliverable #3

● Identify Alyssa’s unique selling proposition

Target Market ● Women ages 21- 40 years that have a passion for high quality, the non-

traditional, and all the things exquisite. These women recognize beauty

lies in the details.

● The ideal bride is polished yet quirky and wants a gown that reflects her

unique personality.

● She has a reasonable to high amount of disposable income and enjoys

treating herself to the life’s little pleasures, be it a café latte or macaroon.

● She understands a fulfilled life needs balance, so she makes it a point to

take time away from her role in the corporate world to spend time on

herself: be it relaxing with a good book or attempting Julia Child’s Beef

Bourguignon.

● She loves to redefine her limits and frequently challenges herself by

running a half- marathon or making it to the 5:15am spin class twice a

week.

● The target bride wants the wedding dress to be a reflection of her unique

personality, thus she is looking to avoid the princess style dress and slip

into an elegant and timeless gown on her big day. This modern day

Cinderella wants a look that is all her own.

Customer Demographics

Four Bride Profiles

● Low-key, relaxed bride ● Glamorous, elegant bride ● Modern, clean bride ● Vintage, feminine bride

Low-key, Relaxed Bride

26 year old Aria is about to marry her fiance who

she met on a blind date three years ago. They

instantly clicked because of their mutual love for

dogs, surfing, and sushi. Aria graduated with a

degree in interior design and spends her free

time doing yoga or hiking with her Rottweiler.

She plans on having an intimate ceremony and

reception at her parents’ beach home in Santa

Monica, California. She is looking for a dress that

is a reflection of her relaxed and free-spirit

personality - one that is simple, delicate, and

effortlessly romantic.

The Aria Gown

★ Aria is naturally elegant and

effortlessly romantic.

★ The blouson gown is perfect for the

free-spirited bride featuring a one

shoulder that drapes fluently across

the back.

★ Aria is made with an ivory, silk

fabric adorned with faint blush

pearlized bead clusters that give the

gown depth and an air of luxury.

Where she shops

Ivory & Beau: Located in

Savannah, GA

Designers include Sarah

Seven, Twigs & Honey, and

Elaya Vaughn

Glamorous, Elegant Bride

Alessandra is a quirky girl with a thoughtful

approach to dressing and uses her style to make a

statement about her personality and attitude. She

is a working professional in the creative industry

and lives in the city. She cares about the

environment and contributes by recycling and

using products that have not been tested on

animals. She looks for exquisite things. She

prefers to be casual and minimalistic during the

week but loves to add drama every once in a while.

She enjoys life’s simple pleasures. She wants her

wedding to be glamorous yet elegant. She wants

her décor to be elegant and plans to use soft

pastels but at the same time wants to add drama

through her layered, ruffled gown and a giant cake.

The Alessandra Gown

★ Alessandra is not for the faint of heart.

★ She features a sweetheart neckline, low

back, and mermaid silhouette.

★ Ruched blush tulle wraps asymmetrically

around a champagne satin base

accentuating the feminine figure before

blooming into the skirt.

★ Alessandra hits dramatic high notes boasting

a seven foot train containing over 35 yards of

tulle.

★ For the glamorous bride looking to leave her

groom (and guests) breathless...you’re just

found ‘the one’.

Where she shops

The Collection Bridal: Located in

Winter Park, FL

Designers include: Vera Wang,

Eve of Milady, and Reem Acra

Modern, Clean Bride

28-year old Colette is looking for an option

that will help her stand out on her special day

in a unique and sophisticated way. She takes a

“less is more” approach with simple elegance:

she has classy jewelry and makeup, but the

focus is on the gown itself. Metallic colors like

silver and gold go perfect with her ensemble. A

small bouquet of flowers in a neutral color

doesn’t overwhelm her look, but rather

complements it. Colette proves that she doesn’t

need a lot of extras to be absolutely stunning

on her wedding day.

The Colette Gown

★ Colette is endlessly glamorous featuring a

body skimming silhouette, removable tulle

skirt, striking back, and high neck.

★ Fastened with a grosgrain ribbon bow belt,

layers of blush tulle waft over the stretch ivory

satin skirt conjuring an image of wonderland.

★ Colette allows a bride to transform from the

picture of innocence at the altar to the modern

coquette at the reception.

★ The gown’s top is adorned with blush sequins

that catch the light, so the bride will be

sparkling both inside and out as she dances

deep into the night.

Where she shops

Unbridaled: Located in Austin,

TX

Dresses priced from $500-

$6,000

Designers include Claire

Pettibone, Augusta Jones, &

Stephanie James Couture

Vintage, Feminine Bride Elegant and glamorous, 26-year-old Vivienne

is the embodiment of vintage feminine. She

enjoys attending lavish Gatsby-themed

parties, staying up-to-date on fashion trends,

and watching foreign films. Vivienne

graduated from Northwestern with a Master’s

in art history, and currently is a curator at the

Chicago Museum of Contemporary Art. While

Vivienne loves style from the past, she still

incorporates some modern into her looks and

is incredibly chic. Vivienne is planning to get

married at Greenhouse City Lofts, a

minimalist yet breathtaking venue that

perfectly captures her personality.

The Vivienne Gown

★ Vivienne is the perfect union of Hollywood

glamour and timeless elegance, featuring a regal

collar, plunging neckline and full skirt.

★ The crisp collar conveys a sense of refinement

and is balanced by the open back and neckline,

keeping the gown both fresh and chic.

★ Vivienne is made of ivory silk shantung.

★ This crisp fabric enables the skirt to remain full,

yet virtually weightless.

★ While wearing Vivienne the bride will float

effortlessly throughout her big day.

Where she shops

a & bé: Located in Denver, CO

Dresses priced from $700-$2,000

Designers include: Wtoo, Hayley

Paige, and Nicole Miller

The Future: Goals

Short-term goals: Website,

expanding into additional boutiques,

show at bridal markets (Chicago in

the fall), another collection, selling

online, increase social media/online

presence

Long-term goals: Own her own

boutiques/flagship store, bridal

lingerie, evening wear, rule the

world...