MINNIEMEICA BRADSHAW JORDAN GOULD VERNON JACKSON

PROJECT SCENARIOStore type: Upscale Department StoreDivision: Junior’s Department: Career DressesPrice line: BetterPrice Range: $60-80Fabric: 85% polyester/ 15% Spandex

StrengthsGreat fabric combination used for everyday wear or use.Moderate price range making it available to a wider customer base.

WeaknessNot enough colors making it unappealing to a wider customer base.Polyester tends to pill and stain easily.

Opportunity With a wider range of color could market to other generations and generate more sales in the department. Could possibly switch from polyester to another fabric to solve the problems of pilling and staining.

ThreatsMajor Competitors might have a similar look. Customer might not like the wider range of colors offered

2011 SWOT ANALYSIS

CONCEPT BOARD

A Unique and

Colorful Line

A Professional

and Fun Style.

A Bold Expressive

look.

- The line is inspired by several spring 2012 runway lines that showcased bold and bright colors such as orange, pink, and yellow.

- While the colors are bold and the line unique, the line is affordable and appeals to a young fashion savvy woman who is just kick starting her career.

- Minnie is all about enabling the wear to stand out and make an impression.

- Minnie is about unconventional colors with classic and simple cuts that allow an individual to express themselves in a unique and memorable way. It allows young career oriented women to make an impression when trying to snag that once in a life time dream job.

2012 LINE DIRECTION

SPRING 2012 APPAREL LINE