Tech Flats (Juniors)

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  1. 1. Olivia SPRING / SUMMER 2014 BY STEPHANIE JIANG 10 DECEMBER 2012
  2. 2. OliS/S 2015 CON
  3. 3. iviaNCEPT BOARD
  4. 4. Olivia CUSTOMER PROFILE Olivia, the customer, is a young, modern woman in her mid 20s to 30s who is earning $50,000 - $70,000 per annum working in the creative or entertainment industry. She is an independent woman with strong work ethics, and is very driven in both her professional and personal lives. Her personal style is clean, minimal and timeless. She will always keep it classy with streamlined silhouettes that flatter her slender figure, but she also stocks her closet with bold statement pieces for that special evening function or lunch event. Her weapon of choice is jewelry - an outfit is not complete with- out a touch of silver, gold or pearl. She does not follow pop culture - in fact, the only dose of pop culture she gets is from walking past the news stand each morning as she grabs her favorite cup of coffee or tea from the nearest coffee shop. Her favorite genres of music are indie, folk, and eletronica. She enjoys the ocassional Lady Gaga, but mostly sticks to Florence and The Machine, Mumford & Sons, and Ellie Goulding. Harpers Bazaar and W are part of her magazine reads, and she follows Girls, Breaking Bad and Mad Men on TV. Her favorite fashion icons are Gene Tierney and Dorian Leigh. She likes to shop for quality, not quantity, and would willingly pay an extra $20 - $30 for a similar item of better quality and workmanship. She can often be seen at Nordstroms and Barneys searching for the next closet staple to coordinate with her pre-existing pieces. Her favorite brands include Alexander Wang, Alice & Olivia, Erin Fetherston, and Jason Wu. On her off hours, she enjoys a wide variety of activities, from leading an active lifestyle to volunteering her time to benefit the community. Yoga is a big part of her life; the hectic hours of working in the creative/entertainment industry calls for a need to step back and gain some perspective while keeping her mind and body in a healthy and balanced state. Every once in a while, she feels like going out to a club to dance, or to a bar for some drinks, but as she matures, there is more of a desire to cuddle up at home with a cup of hot chocolate and a good book instead. She is either single, attached and looking forward to settling down, or married and ready to have kids. // END
  5. 5. Olivia COMPANY PROFILE Olivia, the company, is a label for contemporary women based in downtown Los Angeles. The main product mix consists of apparels in the categories of tops, shorts, pants, dresses, outerwear, lingerie and swimwear. In addition, there is a small line of complementary jewelry to coordinate with the clothing line. Established in the market as a quality contemporary wear provider for the modern, sophisticated and classy woman, apparels offered fall under the moderate to better price range of $79 - $179. The secondary jewelry line is being offered within the bracket of $29 - $69. Quality is our core focus at Olivia; a concept that has taken root from the very heart of the company, we believe in the mentality that less is more, and quality should precede over quantity, always. Each piece of clothing is checked for possi- ble defects by our Quality Assurance team to ensure that it will last for years and years without disintegrating. Olivia retails through high-end department stores like Nordstroms, independent boutiques as well as an online store. Our competitors are brands that have a similar target market, for example: T by Alexander Wang, James Perse, Rag & Bone, Kain, and Calvin Klein. Our dedication to quality and craftsmanship provides us with the competitive edge over other brands that are similar. We are not only selling a product - we are selling a promise that you will fall in love with the clothes you buy. In the next 10 years, Olivia will be expanding out of North America into Canada, Europe, and much of Asia, establishing bonds with stylish women across the globe. //END
  6. 6. Olivia COLOR PALETTE 140101 ROSE MIST 140104 LEMON 140105 TEA 140106 DUSK 140107 SQUARED 140108 GEOMETRIC 140108 PLAID 140108 GALAXY 140102 BLUSH 140103 SALMON
  7. 7. Olivia FABRIC & TRIMS 141101 SATIN 100% POLYESTER 142101 ZIPPER 142102 BUTTON 142103 PIPING 141102 JERSEY KNIT 100% COTTON 141105 TWILL 100% LINEN 141106 SPANDEX 80% POLYESTER 20% SPANDEX 141103 HERRINGBONE 100% WOOL 141104 JERSEY KNIT 100% POLYESTER
  8. 8. Chandelier Dress STYLE NUMBER: 143101 FABRICATION: 141101 DESCRIPTION: MAXI DRESS WITH FISH TAIL BACK COLORS AVAILABLE: ROSE MIST, LEMON, TEA SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $28.00 / $119.00
  9. 9. Risky Jumpsuit STYLE NUMBER: 143102 FABRICATION: 141105 DESCRIPTION: BAREBACK JUMPSUIT WITH WAIST CUT-OUT COLORS AVAILABLE: PLAID, ROSE MIST, LEMON SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $26.00 / $109.00
  10. 10. Mantis Jacket STYLE NUMBER: 143103 FABRICATION: 141103 SHELL, 141105 CONTRAST DESCRIPTION: JACKET WITH 3D SHOULDER PANELS COLORS AVAILABLE: TEA, BLUSH, LEMON SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $38.00 / $159.00
  11. 11. Mantis Pants STYLE NUMBER: 143104 FABRICATION: 141103 SHELL, 141105 CONTRAST DESCRIPTION: STRAIGHT LEG PANTS WITH 3D PANELS COLORS AVAILABLE: TEA, BLUSH, LEMON SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $28.00 / $119.00
  12. 12. Shadow Tshirt STYLE NUMBER: 143105 FABRICATION: 141102 DESCRIPTION: T-SHIRT WITH SHEER CONTRAST PANEL COLORS AVAILABLE: BLUSH, LEMON, TEA SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00
  13. 13. Shadow Jeans STYLE NUMBER: 143106 FABRICATION: 141105 DESCRIPTION: SKINNY CUT PANTS WITH CONTRAST PANEL COLORS AVAILABLE: BLUSH, TEA, LEMON SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $72.00
  14. 14. Teeth Tank STYLE NUMBER: 143107 FABRICATION: 141104 DESCRIPTION: BOAT NECK TANK WITH PIPING DETAIL COLORS AVAILABLE: GEOMETRIC, TEA, SALMON SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $14.00 / $56.00
  15. 15. Teeth Shorts STYLE NUMBER: 143108 FABRICATION: 141104 DESCRIPTION: HIGH-WAISTED SHORTS WITH PIPING DETAIL COLORS AVAILABLE: GEOMETRIC, TEA, SALMON SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $14.00 / $56.00
  16. 16. Caged Swimsuit STYLE NUMBER: 143109 FABRICATION: 141106 DESCRIPTION: SWIMSUIT WITH CONTRASTING STRAPS COLORS AVAILABLE: GALAXY, LEMON, TEA SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $79.00
  17. 17. Asylum Swimsuit STYLE NUMBER: 143110 FABRICATION: 141106 DESCRIPTION: SWIMSUIT WITH CRISS-CROSS STRAPS COLORS AVAILABLE: GALAXY, LEMON, TEA SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $79.00
  18. 18. Shadow Bustier STYLE NUMBER: 143110 FABRICATION: 141106 DESCRIPTION: BUSTIER WITH CONTRASTING STRAPS COLORS AVAILABLE: SQUARED, TEA, DUSK SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00
  19. 19. Shadow Briefs STYLE NUMBER: 143111 FABRICATION: 141106 DESCRIPTION: HIGH-WAISTED BRIEFS WITH CONTRASTS COLORS AVAILABLE: SQUARED, TEA, DUSK SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00
  20. 20. Olivia ACCESSORIES STYLE NO. 144101 GALAXY CLUTCH STYLE NO. 144102 TWO-FACED SATCHEL
  21. 21. Olivia HANG TAG & LABEL Olivia SMALL US 4 / UK 6 / EU 34 STYLE NO. 143101 SMALL US 4 / UK 6 / EU 34 100% COTTON STYLE NO. 143101 MADE IN USA