jmorris final portfolio
Post on 09-Jan-2017
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Jennifer N. Morris
Merchandising process
Brand StrategyTrend Research
Product DevelopmentInventory Management
MarketingE-Commerce
Brand StrategyPrograms & Skills Mastered:
• Knowledge of the components of a brand
• Ability to Identify & explain the essential elements of a brand strategy
• Discuss how branding is used to create a position in the marketplace
• Ability to Identify different brand strategies that are most appropriate for each stage of the market life cycle
• Ability to Identify the ways that brand equity can be measured
Logo Overview
Preferred gradient marks for print Alternate flat marks for print Screen
Clear space Minimum sizeFile nomenclature
Use the preferred single color version of the logo whenever possible - even in CMYK if available.Do not use color logos for reverse back-ground printing.
Use 1-color dark blue version when 1-color black version cannot be used.
Use 1-color white version for all reverse background printing.
Use the RGB version of the artwork on screen and in digital applications
The preferred logo and alternates can be scaled down to a minimum height of 1.75”. Always maintain the logo's aspect ratio when scaling .
The clear space around our logo is equal to the full height and width of the logo.
capodesigns_rgb_pos.png
1.75”
Preferred 1-color
capodesigns_1c_pos.eps
capodesigns_dkblu_pos.eps capodesigns_wht_pos.eps
Alternate 1-color dark blue
Alternate 1-color white
PrimaryRBG/Screen
Alternate RBG/Screen
capodesigns_rbg_rev.pngcapodesigns_rbg_pos.png/jpg
Do not reporduce in other colors.
Identifier Color Back-ground
Format
Color Position Format1c pos .eps vector file for print blk rev .jpg RBG for screenwht .png RBG for screenrbg
The Logo Overview allows Capo
Designs as a brand and company, to set guidelines on how our logo is being
used outside of our own marketing &
design usage.
Capo Designs is a creative design menswear brand. We specialize in the merchandising of local street
art and graphic design artists’ work on apparel all while giving back to the global community by
charitable donations with each purchase through our e-commerce site. the overall message
of Capo Designs is to
Step Up, Stand Out & Give Back.
Brand Mission Statement & Overview
Brand Values & PositioningCommunity Involvement
Foundation of giving back
Customizable service
Projected 5-Year Growth & Expansion
Exclusive Contemporary-Modern art on Apparel
Where the art gallery meets the back alley
Trend ResearchPrograms & Skills Mastered:
• Analyzed trends and trend cycles to predict future trends
• Demonstrated knowledge of current designers and brands
• Identified the target market and assessed customer needs
• Communicated creative concepts effectively
• Utilized the research process to recognize past and presented influences and forecast future influences
• Analyzed and synthesized data, and draw conclusions
Influence BoardMen urban styling
Urban Art Landscape
Graffiti Art
Outsider Art
Fashion
Differential Color Ways
Current Presentation of Trend
Menswear is experimenting with color and design,
influenced from the 60’s Peacock aesthetic.
Adding elements of dada design, and new age
doodle art, menswear is becoming more eclectic for
the Gen Y and Millennial Shoppers.
Target Market
25 - 35 Years OldMale
Active Social LifeActive on Social Media
Fashion InclinedExperimental with their look
Trends in Color
Using WGSN Style Sight, finding the growing color trends for menswear is imperative to
providing a cohesive collection that attracts the Target Market.
Product DevelopmentPrograms & skills Mastered:
• Implemented the step by step process from envision to implementation of a manufacturing concept
• Defined core terminology required for all aspects of production
• Identified apparel concept for fashion production using presentation boards and basic production documents as well as work sketches
• Developed basic Tech Packs
• Explored the roles of quality assurance(QA) and quality control(QS)
Vendor / Supplier Selection
chosen based on:
• quality of printing multicolor graphics
• customer service • product quality• production times
• flexibility• Wholesale pricing
Shirt VendorEgyptianCottonTShirts.com
PrinterBigFrog.com
Shipping/distributionDHL.com
Sample designs with logo placement
Inventory ManagementPrograms & skills Mastered:
• Identified the merchandising principles for retailers and manufacturers
• Applied fundamental mathematical formulations used in business
• Explored approaches to maximizing sales and profitability
• Analyzed common financial and merchandising reports
• Developed and implemented merchandise strategies
• Assigned product mark-up based on direct and indirect costs
• Utilized strategic negotiation principles for purchasing
• Analyzed statistical reports and computer operations
Merchandise Management is essential in the running a successful store. Understanding
necessary formulas and how they are relative to the entire operation is key. The
follow worksheets are of Capo Designs possible inventory management and sales.
Specifically, the Sales & Gross Margin Sheet provides a snap shot of current and
projected inventory sales and markdowns. This assists in the restocking
process, and will fluctuate at times depending on the season.
The Monthly Sales Plan provides a detailed list of what is happening and when, in regards to the advertisement
and marketing of a retailer.
Having an accurate Profit & Loss Statement is essential to a retailer. Being aware
of your consistent (i.e. Lease Rent, Electric, Insurance, etc.) and your fluctuating costs
also gives you the advantage to apply the Monthly Sales Plan and Inventory
Stock Control over a 12-month period.
Having an Excel version of the Sales & Gross Margin provides a documented Gross Margins and Gross Profits.
Marketing PlanPrograms & Skills Mastered:
• Distinguish between public relations, marketing and advertising
• Apply public relations to support advertising and marketing programs
• Recognize the role of public relations agency professionals in managing issues, crises and public opinion
• Analyze consumer behavior
• Identify and use practical and persuasive communication techniques in advertising and marketing
• Construct a simple marketing plan
A Marketing Calendar is a helpful and imperative tool
for a retailer. It directly correlates to the overall
success of a brand or company. By understanding what is needed to monitor not only your business, but that of your competitors, is a valuable tool to a company
or brand.
Utilizing reports from search engines like Google Analytics and Hoovers, you can measure many things. Two specifically are your consumers buying habits and what your competitors are doing.
Thusly giving you a glimpse on how to properly market your brand to gain a larger market share and build brand loyal shoppers.
Hoovers Google Analytics
Using marketing materials is another industry standard to
reaching your consumer base. They are to be eye-catching, inviting,
and give the illusion of exclusivity depending
on your market.
Get 10% Off With This Flyer!
March 11, 2016 at 7pm
1509 Abbot Kinney Blvd Venice, California 90291
(310) 845-3995
To RSVP: events@capodesigns.com Preview Our Selections at:
Style.
Art.
Cha
rity.
Style. Art. Charity.
Style. Art. Charity.
Style. Art. Charity.
Store Opening Event!
March 11, 2016 at 7pm
OCTOBER 14, 2016 @ 6PM
1509 Abbot Kinney BlvdVenice, California 90291
(310) 845-3995
To RSVP: events@capodesigns.com
Preview Our Selections at:
Menswear Styling Event!Come learn from local Fashion Industry
Professionals how to dress for every occasion using Capo Designs exclusive merchandise!
E-CommercePrograms & Skills Mastered:
• Differentiate between various metrics
• Select appropriate key performance indicators (KPIs) for campaign success
• Apply various analytics tools to monitor and respond to trends observed within an online community in real time
• Track social and consumer behaviors of online visitors
• Determine the effectiveness of a campaign
• Analyze analytics reports and formulate appropriate recommendations and data-driven decisions to improve campaign
Researching the Target Market, knowing what motivates their buying process made building the website a cinch! utilizing clean space for a background to reflect the colorful art displayed on
the apparel was essential. All while providing a user friendly and engaging page.
Understanding Search Engine Optimization, assists when naming your store, but also your apparel. Using unique names
for your apparel pieces also helps a brand stand out amongst other apparel retailers.
By establishing what is most important for your brand and store, it makes it that much easier to identify what marketing & sales techniques will work
best for both you and your consumer.
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