MorganCourtney

TABLE of CONTENTS

CREATIVE PRESENTATIONFashion Trends – Global Fashion Publication

Fashion styling – Photoshoot

Fashion styling – trend reports

Visual Merchandising – Window Display

MARKETING COMMUNICATIONSFashion Show Production – Show Proposal

Advertising for Fashion - Marketing Plan

FASHION BUYING & DEVELOPMENT Fashion Buying – Best Seller

Fashion Buying – Creative Business Plan

CREATIVE

PRESENTATION

FASHION

TRENDS

CREATED A VISUALLY

COMPELLING PUBLICATION

BASED ON UPCOMING TRENDS

FOR SPRING/SUMMER 2017.

UTILIZED DETAILED AESTHETIC

TO CONCEPTUALIZE IDEAS AND

FORECASTED TRENDS

GLOBAL

FASHION

PUBLICATION

SKILLS

TREND FORECASTING

ANALYSIS

CONCEPTUALIZATION

LAYOUT DESIGN

This trend is all about the juxtaposition

between fragility and strength.

Hollywood rock glam, beauty with a

touch of danger. Mesh and metallic

fabrics are layered and color blocked

giving this trend an edgier feel. Slits

and vintage style construction is placed

with a body con silhouette adorned with

nail heads and metal appliques. Blacks,

silvers and pewters are layered

together in interesting ways.

Pretty in Punk

New Wave 80’s

is all about bright pop colors

and bold graphic prints in metallic

and iridescent fabrics. Color

blocking shapes with extended

shoulders and narrow bottoms put

an emphasis on a more upside

down triangle silhouette. High -

waist slits in sheath shaped

dresses and skirts, off the

shoulder tops.

NEW WAVE 80’S

The Geo–Metropolis

trend is all about triangular and mod

shapes. Architectural focus in

construction with a contrasting

relaxed and soft flow of the looks,

visually strong but physically soft

and relaxed.

GEO–METROPOLIS

CREATED A ROCK AND

ROLL THEMED

CAMPAIGN. COMPOSED

AND CREATED FULL

CONCEPT FOR STYLING,

PHOTOGRAPHY, SHOT

LOCATION AND

SELECTION.

FASHION

STYLING

FASHION

PUBLICATION

SKILLS

PHOTOGRAPHY

ART DIRECTION

COLLABORATIVE

EDITING

JOURNEY TO ROCKDOM

Vintage Furs

Latex

Chains

Sheers

Boots

And

Rock Treasures

DESTINATION ROCK

TWOFOR THE

ROAD

JEWELRY

ROCKS

DEISGNED TWO PAGE

STORY TREND REPORT

BASED ON EXTENSIVE

MARKET RESEARCH.

CREATED VISUALLY

PLEASING LAYOUT.

SKILLS

LAYOUT DESIGN

TREND ANALYSIS

MARKET RESEARCH

EDITING

Fashion

Styling

CITRUS

ROCKSTAR

Go from day to night by

layering a leather jacket over casual day wear.

CITRUS ROCKSTAR

MARCH 2016 WWW.ROGUEPUBLICATIONS.COM

Fyo

dor

Gola

n

1. Black Diagonal Zip Jacketby Emilio Pucci$934.00

2. Geometric Dangle Earrings by H&M $15.00

3. Lovell Printed Cotton-blend Midi Dressby Roksanda.$1,237.00

4. Double Sphere Spattered Globe Earrings by Forever 21$52.00

5. Laser Cut Pencil Skirtby Moschino$476.00

6. Neon Chevron Print Heelby Aquazzura.$365.00

7. Neon Citrus Clutchby Tory Burch$550.00

8. Laser Cut Platform sby Forever 21$225.00

9. Black Crocodile Caprisby Comme Des Garcons$766.00

Ver

sace

1.2. 3.

4.

5.

6.

7.

8.

9.

Bold graphic and geometric

shapes and prints with citron color blocking.

Shine on Spring Rockstar.

CITRON ROCKSTAR

MARCH 2016 WWW.ROGUEPUBLICATIONS.COM

PRO

JEC

T R

UN

WA

Y

EM

AN

UEL U

NG

ARO

1. 2.

3.

4.

5.

6.

7.

8.9.

10.

11.

1. Lemon Print Dress by Dolce & Gabanna.$2,495.00

2. Lemon Python Clutch by Proenza Schouler$1,275.00

3. Citron Strap And Buckle Heelby Aquazzura.$675.00

4. Cropped Jacket by P.A.R.O.S.H.$507.12

5. Oval Cat Eye Steampunk Style by Hi Tek Designs.$227.00

6. Black and Citron Color Blocked Heelby Aquazzura.$675.00

7. Spotted Print Graphic Clutchby Tory Burch$750.00

8. C’est Ahh Earringsby Yazbukey$95.00

9. Lemon Studded Wrist Strapby Alex and Ani$57.00

10. Chevron Jacquard Flared Trousersby Giambattista Valli$1,279.84

11. Fringed Crop Top by Roberto Cavalli$1,317.14

Created an

eye-arresting holiday window

display on Miracle Mile in

Coral Gables. Utilized the

13 elements of design.

worked with a partner in a

short time frame with a strict

budget. Utilized space by

remerchandising the store.

SKILLS

Budgeting

Construction

Time management

TEAMWORK

VISUAL

MERCHANDISING

DISPLAY COMPETTION

Construction Process

All in the Details

Jennie’s Furs Winter Whimsy On Miracle Mile

MARKETING

COMMUNICATIONS

Created AN entire production plan

including theme, vendor selection,

and event logistics. Prepared budget

based off Saks Fifth Avenue’s request

for fashion show. Used democratic

leadership to create a level platform

for all team opinions and ideas.

SKILLS

TEAMBUILDING

COMMUNICATION

STRATEGIC MANGEMENT

Event planning

SHOW PROPOSAL

Fashion Show

Production

When model go out POSE, walk to the right and all the way down to the middle, POSE again. Keep to your left and come back. Next model comes out when the first one gets to the middle.

Responsibilities • Merchandise Selection• Merchandise Loan Record • Line-up• Transport of merchandise• Backstage Plan

BackstageFloor Plan

Back drop and Set Props

Seating logisticsBackstage/Fitting Room

Set/Stage logistics

Courtney Morgan opened

her production company

in 2006 in the heart of

the Miami Design

District. After almost a

decade Courtney M.

Productions has become a

go-to staple for creative

and professional

production teams in the

Miami area and abroad.

This month Courtney M.

Productions will be

directing Saks Fifth

Avenues Open Road

Themed private trunk

show held in the Bal

Harbour Shops. She will

be accompanied by

Courtney M. Productions

elite stage team Maya

Spairani and Daniela

Pantin.

COURTNEY M. PRODUCTIONS

Created a ten step marketing

plan to stimulate brand

awareness to a specific trading

area. utilized advertising tools

and promotional tactics to

increase specific store sales in a

three month time frame.

Reinforced brand loyalty by

creating events that were built

around community support and

involvement.

SKILLS

ANALYSIS

CREATIVE THINKING

PLAN DEVELOPMENT

ST5RATEGIC THINKING

Advertising for

Fashion

MARKETING PLAN

S (specific)

Implement 10% mark up. Promote and advertise a in store auction and awareness event. 10

paintings inspired by a specific Louboutin shoe will be auctioned off on the night of the event.

Community commentary and Q & A will be hosted by Charlene Parsons, Director of Fashion

department at Miami International University. Advertising in local magazine, radio and social

media after the event and auction to reinforce the brand name making it synonymous with

community supporter.

M (measurable)

Increase sales by $100,000.00 at the Christian Louboutin Miami District Boutique.

A (attainable) Find 10 local and up coming painters from the Design District area and provide

them with a platform to sell their work. Provide light food and champagne to all clients.

R (relevant) Holding an auction to support local artists and bring awareness to the community

about the brand relates directly to the ultimate goal of making the target consumer loyal to the

brand for their involvement and support of the community.

T (time bound) Three months to achieve

STEP ONE SMART GOALS

STEP 2: PLANNING CALENDAR

June: Begin Promotion and Advertising on Miami Design District Website. Implement 10% mark up. Run ad in local magazine to announce artist auction. Find 10 well known local painters who would like to be showcased in the boutique. Secure catering and bar company contracts.

July: Track sales from June. Select bar and catering final menu. Meet with Charlene Parsons to confirm commentary. Confirm final artwork to be auctioned off. June 13th execute event.

August: Track sales from July. Send personal thank you cards to all involved in the auction as well as to every client who made a purchase. Continue follow up advertising in local magazines, social media and on radio.

September 1st measure all results in comparison with the record sales from same months in 2014.

• Young and bold woman

• Extremely active in the fashion and design

• communities in Miami

• A strong likeness to Art

• Very free spirited yet expensive lifestyle

• single or newly married

• Age of late 20’s to early 50’s

• Household income 90k+

STEP 3: TARGET CUSTOMER

STEP 4: MERCHANDISE MIX

STEP 5: PRICE

DESIGNER HEELS AND ACCESSORIES FOR THE FASHION SAVVY AND FISCALLY FIT.

PAINTING AUCTION WILL START AT $500.00 A PIECE

STORE WIDE PRICES START AT $50.00 AND EXCEED $1,000.00 IN PRICE POINT

STEP 6: PLACEMENT

161 NE 40TH STREETMIAMI, FLORIDA 33137PHONE 305.576.6820Miami.flboutique@christianlouboutin.fr

STEP 7: PROMOTION

ADVERTISING

LITE BITESAUCTION

10% Discount For Awareness Event

STEP 8: STRATEGIES• The strategy is to host a small awareness event with passed hors d’oeuvres and champagne to start creating a better relationship with the

Miami Design District community, including the artists.

• This will be done to promote the brand in the local community which is very tight.

The store will be demonstrating their interest and support in the people in the design community by providing a platform for 10

different artists who are local and well known in the artisan communities. The store will host an auction of all the paintings from each

artist whom will receive 100% of the auction profit.

• We will have commentary by Charlene Parsons who will be discussing the future for the fashion and design community. We will have no

AV system as we are going to keep the event as personal and intimate as possible. We want the community to see the brand as an asset in

support and involvement.

STEP 9: BUDGET: $25,000.00• Catering Company (50 persons): Passed Hors D’oeuvres

$8,000.00• Staffing| 8 White Lacquer Highboy Tables – 4 Hour Event

• Bar Company: 50 Bottles of Veuve Cliquot Ponsardin$2,000.00

• Advertising After the Event: i.e. Social Media, Radio, and Local Magazines

$15,000.00

STEP 10: MEASURE THE RESULTS

• Total Sales From June, July, and August 2014 $259,618.85

• Total Sales in June 2015: First Month Promotion and Advertising $112,787.92

• Total Sales in July 2015, Month of Auction and Event $129,457.85

• Total Sales in August 2015: Month After Event and Auction$140,737.19

• With Continued Local Promotion and Advertising

• Total sales from June, July, and August of 2015 $382,982.96

• Total Increase in Sales $123,364.11

Fashion Buying & Merchandise Development

SKILLS

Forecasting

Consumer Research

Analysis

Visual Acuity

Fashion Buying

Selected a best selling item based on

market analysis and trend. the item

within a trend was spotted at the intro

stage for future development , in this

case it was the alexander McQueen

tiered ruffle dress from 2015 for sales

into 2016- 2017.

BEST SELLER

Ruffled Tier Trend

MEET ALYSSA:SHE LIVES IN MALIBU CALIFORNIA. SHE IS 27

YEARS OLD AND RECENTLY GRADUATED FROM A

PRESTIGIOUS UNIVERSITY AND NOW IS IN THE

PROCESS OF OPENING HER OWN MODELING

AGENCY. SHE WAS A MODEL

AT A YOUNG AGE AND HAS ALWAYS BEEN A

LEADER. CONFIDENT AND FASHION SAVVY SHE

ENJOYS FASHION THAT IS BOLD YET EFFORTLESS.

HER HIGH INCOME ALLOWS HER A LUXURIOUS

LIFESTYLE FILLED WITH GALA DINNERS, CHARITY

EVENTS AND RED CARPET AFFAIRS.

MONETARY APPEAL

DOES THE VALUE JUSTFY THE PRICE?YES

VALUE TO CUSTOMERSQUALITY AND EXCLUSIVITY

VALUE BASED ONFASHION EXCULSIVITY, AESTHETICS, QUALITY, STATUS AND APPEARANCE

$ 5,520.00

RUNWAY STYLE

STREET STYLE

Timing chart

CUSTOMER PROFILEFemales, Innovative, Trendsetter, Savvy.

PRODUCT DEVELOPMENTReorder dress in different colors, lengths and designs.

DISPLAY IDEASShowcase merchandise in the front window accompanied by a more masculine styled mannequin with the female in the more dominant pose, emphasizing the strength in her clothing.

ADVERTISINGIncrease advertising in local fashion and design magazines. No mainstream advertising as the brand wants to remain exclusive and intimate.

Reorders

Product Development

Developed a creative

business/merchandising plan

merchandise targeted towards a

specific trading area. Utilized

local demographic statistics to

formulate a collection of

merchandise that is tailored to

the desired target market.

SKILLS

Market Research

Trend Forecasting

Business Math Analysis

Time Management

Creative Business Plan

Fashion Buying

SOL is a high-end modern boutique strategically located in The Lumbar Yard

shopping center in Malibu, California. The dominant demographic in the area

represents Sol’s targeted consumer market and presents an ideal location that

is rapidly expanding. We offer unique collections that are sophisticated and

sexy, tailored for the busy lifestyle of any globetrotting woman.

Catering to high income multicultural and

international women, Sol is the go to for

specialty apparel perfect for an elite

jetsetter life style. Sol represents affluent young

women that are bold in character,

free-spirited in heart, knowledgeable in global

affairs, and experts in fashion.

The Sol woman exudes confidence, she is bold

and intriguing, with a personality that exudes

radiance, passion, and fearlessness.

EXECUTIVE SUMMARY

CUSTOMER P

ROFILE

Intimate

Personal

Relaxed

PLANNING THE NUMBERS

SIX MONTH PLAN

KEY STATISTICS

Store size:1500 sq. ft.

Selling Space: 1300 sq. ft.

Sales per Sq. Ft: $577.00

Stock Turn: 4

Markup %: 65%

MONTH % *SALES $**STOCK TO SALES RATIO MD $

MD%TO /MO.

FEBRUARY 7% 52,500 2.80MARCH 14% 105,000 2.80 $26,250 25.0%APRIL 11% 82,500 3.00 $16,500 20.0%MAY 10% 75,000 3.00 $15,000 20.0%JUNE 10% 75,000 3.00 $11,250 15.0%JULY 10% 75,000 3.00 $15,000 20.0%

TOTAL 62% 465,000 $30,750AUGUST 10% 75,000 3.00

SPRING PLAN FEB MAR APR MAY JUN JUL TOTAL

PLANNED SALES $ 52,500 105,000 82,500 75,000 75,000 75,000 465,000

(X) STOCK TO SALES RATIO 2.80 2.80 3.00 3.00 3.00 3.00

(=) PLANNED RETAIL STOCK (BOM) 147,000 294,000 247,500 225,000 225,000 225,000 1,363,500

PLANNED RETAIL STOCK (EOM) 294,000 247,500 225,000 225,000 225,000 225,000 1,441,500

PLANNED MARKDOWN $ 26,250 16,500 15,000 11,250 15,000 84,000

PLANNED PURCHASES AT RETAIL 199,500 84,750 76,500 90,000 86,250 90,000 627,000

PLANNED PURCHASES AT COST 69,825 29,663 26,775 31,500 30,188 31,500 219,450

Assortment Plan

70

10

55

10

Total Dresses Total Maxi Skirts Total Ponchos

Total Accessories Total Foortwear

Total Apparel Total Accessories

Total Footwear

Major classifications/sub-classes % $ Average price unitsTotal dresses 70% $112,000 $1,000 112

Total maxi skirts 10% $16,000 $2,000 8Total ponchos 5% $8,000 $1,100 7Total apparel 85% $136,000 $1,071 127

Total accessories 5% $8,000 $471 17Total footwear 10% $16,000 $762 21

TOTAL apparel. Footwear. & accessories 100% $160,000 $970 165

DANGLE AND STUD EARRINGS

5%

10%

FOOTWEAR

VENDOR LIST

VENDOR LIST

Front & Forward

We have selected the following statements for the first three month opening

period. The statement are for windows, interior, website, special events, display,

and advertising.

MONTH STATEMENT DESCRIPTION

FEBRUARY Hotel CaliforniaFlowy, heavy print maxi dresses. Loose and light weight fit.

MARCH Pacific WaveSexy silhouettes with flowy fabrics in natural hues of the ocean.

APRIL West Coast Hamptons

Hamptons inspired color palette of seafoam green and toasted almond. The west coast influence adds a laid back attitude to the socialite aesthetic of the pieces.

Grand Opening

February

Hotel California

Pacific Wave

MARCH

Pacific Wave

West Coast Hamptons

APRIL

The majority of Trademark/Brand/company Logos (where utilized)

are being used for the execution and completion of school

assignments only and do not represent work completed for the

respective company as an actual client.

CONTRIBUTORSwww.vogue.com

www.wgsn.com

www.alexandermcqueen.com

www.wwd.com

www.style.com

www.etro.com

DISCLAIMER