Scandinavian Summer Collection 2013

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M1Ei Fashion ManagementKelly HailPaula TasaneJuanita Inez PrawitasariAsal BarhudLisa Schröder

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Table of Contents

Introduction 3Core Value Moodboard 4Target Group 5Fashion Attitude 6Competitor Analysis 7-8Collection Description 9-10Trends 2013 11Color Card 12Fabric Card and Details 13-15Style Inspirations 15-16Style Sheets 17-26Collection Overview 27-28

Introduction

Over the past decades, the iconic Swedish Vodka brand has gained world-wide fame through continuous advertising campaigns, ongoing collaborations with the creative industries such as art and fashion as well as consistent high quality. Absolut Vodka creates a vision of an absolut world where everything is perfect. Consumers are invited to be part of this idealistic vision which is thought-provoking and leaves room for the mind to fantasize about. All these aspects are what set Absolut apart from other vodka brands. Absolut Vodka is hip and styl-ish. It positions itself as a high class vodka, yet at an affordable price.

Apart from being different and unique in its marketing methods, play-fulness also belongs to their core values, as depicted in their creative collaborations and often witty advertisements. Toughness represents the invincible, independent Absolut bottle and shape and at last, con-tinuous innovation and being up to date with the Zeitgeist is another important core value. These core values will be applied to our unique ABSOLUT. clothing collection which is presented in the following pag-es. Now follow us into the ABSOLUT. world of fashion!

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Target group

ABSOLUT.’s target group is women from 25 to 40 years old. They lead an independent, urban lifestyle, are ambitious and have an above average income. As sociable individu-als, they like to go out with their friends, are confident and outgoing. They are trend- conscious and sophisticated females. They enjoy unique, high quality fashionable cloth-ing that gives them an individual look. At the same time they look for simple, clean shapes that are easy to combine and dress up or down for any occasion.

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Fashion Attitude

The Fashion attitude for ABSOLUT. will consist of two main groups. The first group will be the early adopters who are characterized as immediate followers of the latest trends. This consumer group is already very familiar with Absolut Vodka as a spirit company with its brand values and will be the first ones to spot our brand new clothing line in the fashion market. They are more experimental with the way they dress and interested in creating their own individual look. Therefore, they can also be seen as trendsetters for the early majority. For these reasons, we find the outstanding fashion items of ABSOLUT. suitable for them as early adopters are also from a higher social status and interested in sophisticated clothing.

On the other hand, our clothing line will also be suitable for people who don’t know the brand yet. They can be seen as the early majority who are not as fast in following fash-ion trends. They would just buy our clothing because they like the fashionable clothes with simple shapes and clean cuts. These are easy to combine with any style and can be worn casual or dressy. Furthermore, our collection will give the consumer the feeling of a strong and independent, but still very feminine woman. ABSOLUT. offers stylish, modern and unique outfits with a good fit and high quality at affordable prices. This is of interest to the early adopters as well as the early majority.

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Competitor: French connection

One of ABSOLUT.’s close competitors is the British fashion label French Connection. Founded in 1972 by Stephen Marks, its aim to design stylish, inventive and distinctive clothes which attract a big consumer market, has not changed until today. This is also the aim of ABSOLUT.. FCUK garments are always up-to-date and have that certain some-thing, while being consistent with high quality at an affordable price.

The target group that FCUK aims at is very similar to the one of ABSOLUT. The customer is driven by the desire for innovation and change and finds this in the brand’s promise of quality and trendiness. Just like the ABSOLUT. collection, FCUK consists of basics as well as playful party and fancy daytime outfits.

FCUK and ABSOLUT. are indeed very close competitors due to the similar brand aims, the target group, the brand appearance as well as the price range for the garments. Al-though FCUK offers among others, accessories and menswear. In conclusion, a FCUK customer would definitely be attracted to ABSOLUT. too.

FILIPPA K

Filippa K is another important competitor of ABSOLUT. and was also founded in Sweden in 1993. The company’s 3 main values are style, simplicity and quality. Their aim is to make minimalistic and timeless fashion with a contemporary edge that and can be used for every occasion. ABSOLUT. shares similar values. Our collection is made up of simple, clean shapes and straight lines, expresses innovative trendiness and includes pieces that are easy to combine and will be fashionable pieces for a long time period. Another significant similarity is that both brands offer high quality clothing at an attractive price and are in a very similar price range.

Filippa K targets women, but also men from 25-35 years old with an above average in-come. They live in urban areas and are confident and sophisticated individuals.

All these aspects show that the Filippa K customer would also have an interest in buying ABSOLUT. clothing.

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Scandinavian Summer; Collection description

The ABSOLUT. Summer 2013 clothing collection will consist of fabric mixtures. We are using hard and thick fabrics, as well as light, soft and flowing ones., to express the feel-ing of a strong and independent yet feminine woman.

The use of leather and dark colours refers to the Scandinavian origin of the brand. It can be seen in the coolness and the strength of the garment.

To have the same commonality for the collection, each garment with a leather trimming on it. Coloured linings will also be a part of our collection. As for the fasteners we will use concealed closures. Another important characteristic of the line will be straight lines and clean cuts.

The main parts of our 4 fashion items will appear in one of the basic colours and will be combined with certain coloured details.

The fashion basics will only be available in basic colours with a leather trimming.

To complete the collection we will produce basics in knitted fabrics, so that you can combine them with our items.

Our ABSOLUT. Label and the size label will be sewn in on the inside of each garment.

Grey Blue White Black

Sleeveless Blouse ✗ ✗ ✗

Boxy T-Shirt ✗ ✗ ✗

Split Skirt ✗ ✗

Mini Pencil Skirt ✗ ✗

Cigarette Pants ✗ ✗

Leather Patch Shorts ✗ ✗

Tank Top ✗ ✗ ✗ ✗

Tube Top ✗ ✗ ✗ ✗

Collection Width

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Details

Basics8 pieces in total

Fashion Basics14 pieces in total

Fashion Items4 pieces in total

Top/Bottom Ratio1:2

Collection Price Range ( Retail prices per product)

Basics Tubetops 40€Tanktops 40€

Fashion BasicsSkirt 80€-100€Blouse 100€Shorts 80€-100€Pants 120€-140€T-Shirt 70€-90€

Fashion ItemsJacket 220€-250€Dress 180€-220€Blouse 140€-160€Shorts 130€-150€

XS S M L

Women 34 36 38 40

Size Specification

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Trends Summer 2013

We chose two trends which were the most inspiring for our ABSOLUT. clothing collection for summer 2013. The first one is called “Plain Elegance”. It shows clean shapes, bright colours and an innovative attitude that can be adapted to our clothing line well.

The second one called “Postmodernism”, expresses postmodernist ideals, a height-ened sense of individualism and strong colours. It also expresses playfulness and bold geometrical design as well as playfulness in cutting, construction and proportion. At the same time, it has minimalistic surface details and trims. Bold primary colours like brights of yellow, red and orange as in our clothing collection, also add a playful touch to muted neutral tones. It has a simple yet confident look.

We also took inspiration from overlapping panels that create a layered aesthetic. Anoth-er idea that inspired us is the slouchy tailored pant. These are relaxed pants that have an angular cut and a graphic look to mimic the postmodern aesthetic. At last, we would like to name the boxy jacket trend look as an influence on us. Its strong shoulder-line emphasis gives a simple masculine finish and double-faced fabrics add textural interest.

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Color Card

Main Colors

Vanilla White 1.01 Metal Grey 1.02

Blueberry Blue 1.03 Absolut Black 1.04

Detail Colors

Mandrin Orange 2.01 Citron Yellow 2.02 Ruby Red 2.03

The color range of the ABSOLUT. Scandinavian Summer Collection 2013 offers timeless classics like, Vanilla White, Metal grey, Blueberry Blue and Absolut Black, but there are summerly accents in the Fashion Items as well. The only garments with black main parts are our knitted basics. At least every garment is produced in one of the main colors. For more details, please see the collection description.

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Fabric Card

For our first ABSOLUT. collection we tried, as mentioned in the collection de-scription, to combine harder fabrics with softer ones. One of the reasons why we chose hard fabrics and tough faux leather trimmings, is because the ABSO-LUT. company is located in Sweden. So the Scandinavian summer is something special. The temperatures are lower and the sunny days are rarer. Furthermore we tried to keep the balance between synthetic fabrics and natural ones, which are more comfortable during the summer.

Knitted fabrics

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Woven fabrics

Fancy Poplin 2.03

Solid Bottom twill 1.01 Soft bottom Twill 1.02

Shiny Light Polyester 2.01 Solid Polyester 2.02

Polyester Lining 3.01 Transparent Silk 4.01 Soft Faux Leather 4.02

Details

Bottoms

Tops

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Style Inspirations for our Fashion Items

The Absolut Asta Jacket is inspired by overlapping piec-es, boxy shapes and loose fitted garments.

Special Details

Concealed Zippers Hook and Bar Closures

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The Absolut Hjördis Blouse is inspired by straight lines, flowing fabrics and a light feeling.

The Absolut Agnetha Dress is inspired by concealed sensuality and color blocking.

The Absolut Freja Shorts is inspired by loose fit , boxy shapes and fabric mixes.

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Stylesheet Asal BarhudScandinavian Summer 2013 Model Nr. 02010112

Fabric A Fabric B

Details- Medium loose fit- Faux leather patches on the leg sides- Ironed pleat on the front legs

Colors Vanilla White 1.01, Blueberry Blue 1.03

Yarn color and numberSame color as garment; 100

Closures- Concealed Zipper, same color as garment- Hook and Bar

Name: Cigarette Pants

Fabric B

Front Back

Fabric A

Label- On the inside of the up-per back

Soft Bottom Twill 1.02 Soft Faux Leather 4.02

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Details- Loose fit- Boxy shape- Faux leather patches on the bottom line- See through sleeves

Colors Vanilla White 1.01, Metal Grey 1.02, Blueberry Blue 1.03

Yarn color and numberSame color as garment; 100

Fabric A Fabric B

Stylesheet Asal BarhudScandinavian Summer 2013 Model Nr. 02020112 Name: Boxy T-Shirt

BackFront

Fabric A

Fabric B

Fabric C

Fabric C

Label- On the inside of the up-per back

Transparent Silk 4.01 Shiny Light Polyester 2.01 Soft Faux Leather 4.02

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Fabric A Fabric B

Colors Blueberry Blue 1.03, Citron Yellow 2.02

Yarn color and numberSame color as garment; 100

Stylesheet Paula TasaneScandinavian Summer 2013 Model Nr. 01010112 Name: ABSOLUT.Hjördis Blouse

Fabric AFabric C

Fabric B

Fabric C

Label- On the inside of the upper back

Details- See through sleeves- Faux leather lines on the tip of the collar- Yellow patches on the pocket linings- Faux leather stripes on top of the pocket lining

Closures- Concealed button line in front, same color as garment - 2 buttons on the cuffs

Transparent Silk 4.01 Fancy Poplin 2.03 Soft Faux Leather 4.02

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Details- Faux leather patches on the front pockets- Concealed zipper on the side

Colors Vanilla White 1.01, Blueberry Blue 1.03

Yarn color and numberSame color as garment; 100

Closures- Concealed Zipper on the side, same color as garment - Hook and Baron top of the zipper at the waistband

Label- on the inside of the upper back

Fabric A Fabric B

Stylesheet Paula TasaneScandinavian Summer 2013 Model Nr. 02030112 Name: Leather patched shorts

Fabric A

Fabric B

Soft Bottom Twill 1.02Soft Faux Leather 4.02

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Fabric A Fabric B

Colors Metal Grey 1.02, Citron yellow 2.02

Yarn color and numberSame color as garment; 100

Label- On the inside of the up-per back

Stylesheet Lisa SchröderScandinavian Summer 2013 Model Nr. 01020112 Name: ABSOLUT. Asta Jacket

Fabric A

Fabric B

Fabric C

Fabric C

Details- Loose fit, boxy shape- Yellow inside lining- Open flip over collar; gives possibility to hide the yellow lining- Turn up possibility for the cuffs- Faux leather stripes on the sides of the jacket- Box pleat at the back

Solid Polyester 2.02 Polyester Lining 3.01 Soft Faux Leather 4.02

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Stylesheet Lisa SchröderScandinavian Summer 2013 Model Nr. 02040112 Name: Mini Pencil Skirt

Fabric A

Fabric B

Fabric A Fabric B

Colors Vanilla White 1.01, Metal Grey 1.02

Yarn color and numberSame color as garment; 100

Label- on the inside of the upper back

Details- Faux leather patches along the skirt sides- Box shape- waist skirt

Closures- Concealed Zipper at the back, same color as garment - Hook and Bar on top pf the zip-per

Soft Bottom Twill 1.02 Soft Faux Leather 4.02

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Fabric A Fabric B

Colors Metal Grey 1.02, Blueberry Blue 1.03

Yarn color and numberSame color as garment; 100

Label-On the inside of the upper back

Stylesheet Juanita Inez PrawitasariScandinavian Summer 2013 Model Nr. 02050112 Name: Split Skirt

Details- Lower waist skirt- Midi length- Faux leather trimming on the front flip

Fabric A

Fabric B

Soft Bottom twill 1.02 Soft Faux Leather 4.02

Closures- Concealed Zipper at the back- Hook and Bar on top of the zip-per

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Stylesheet Juanita Inez PrawitasariScandinavian Summer 2013 Model Nr. 02060112 Name: Sleeveless Blouse

Fabric A Fabric B

Colors Vanilla White 1.01, Metal Grey 1.02, Blueberry Blue 1.03

Yarn color and numberSame color as garment; 100

Label- On the inside of the up-per back

Details- Loose fit- Faux leather line on top of the concealed button line- See through silk for the yoke

Closures- Concealed button line in the front

Fancy Poplin 2.03 Transparent Silk 4.01

Fabric C

Soft Faux Leather 4.02

Fabric A

Fabric B

Fabric C

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Stylesheet Kelly HailScandinavian Summer 2013

Model Nr. 01030112 Name: ABSOLUT. Agnetha Dress

Fabric A Fabric B

Colors Vanilla white 1.01, Citron yellow 2.02

Yarn color and numberSame color as garment; 100

Label- On the inside of the upper back

Details- Fitted cut- Darts for better fit and shape- Yellow contrast panels in the front and back- Faux leather neckline- V-back

Closures- Concealed zipper at the back

Fabric C

Fabric C

Fabric B

Fabric A

contrast panel

Solid Polyester 2.02 Shiny Light Polyester 2.01 Soft Faux Leather 4.02

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Stylesheet Kelly HailScandinavian Summer 2013 Model Nr. 01040112 Name: ABSOLUT. Freja Shorts

Fabric A Fabric B

Colors Metal Grey 1.02, Citron Yellow 2.02

Yarn color and numberSame color as garment; 100

Label- on the inside of the upper back

Details- Loose fit- Low rise- Darts for better fit- Turned up cuffs with yellow lining- Back welt pockets with faux leather lining and bartecks

Closures- Concealed zipper on the side

Fabric C

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lllllllllllllFabric A

Fabric B

Fabric C

Solid Bottom Twill 1.01 Shiny Light Polyester 2.01 Soft Faux Leather 4.02

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Collection Overview in color

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The collection pieces can be com-bined differently with each other.

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